Dear students of 3A and 3E,
Greeting from Brisbane!
Now we combine two topics, Customer Segmentation and Customer Behavior. The reason is that these are closely related and we are run out of time. The time duration is two weeks.
For this topic, our purpose is to see the market segmentation of certain product(s) and the typical customer behavior for that product(s). Finally, in your opinion section, you will comment whether the product packaging, placement, distribution, selling strategy, etc. are already suitable or not. If not, you can suggest improvement.
To help you approach this task, you may answer the following questions or instructions:
1. Find the pictures of the product and its various packaging.
2. Who produced it?
3. Read the writing on the packaging. Who do you thing the target market? Why?
4. Remember the advertisement. Try to find the example. Who do you think the target market?
5. Now list the target market based on the sex, age, income, place of living, etc.
"Consumer behavior" is about how consumers acquire, consume and use your products.
To approach this topic, pls answer the following questions: (Visit these pages for your reference: http://www.consumerpsychologist.com/ and http://www.consumerbehavior.net/)
- how consumers think, feel, reason, and select between different alternatives (e.g., IM3, Mentari, etc for mobile service operator). For example, students select mobile operator based on the price.
- how the consumer is influenced by his or her environment (e.g., culture, family, signs, media). For example, students choose a certain mobile operator based on their own judgment. Rarely are they influenced by friends or family.
- How do consumers behave while shopping or making other marketing decisions. For example, students buy the product in nearby kiosk, no need to go to elite places.
After you answer all these questions, summarize the answer in one writing and end the writing with your opinion whether:
a. the product's packaging, placement, distribution, advertisement, etc. are already suitable with the targeted market?
b. the targeted market is already suitable, or there must be some extension or shrinking of the market?
c. you have any suggestion or not?
For class 3A, you have to try answer the questions in the classroom on Monday, 3 November 2008 and Class 3E, you have to try answer these questions in the classroom on Tuesday, 4 November 2008.
On Tuesday 4 November 2008, Class 3A must start presenting the topic. And on Friday 7 November, everybody must post the blog.
For 3E, presentation is on Friday, 7 Nov. 2008 and blogging is to be done on Saturday, 8 November 2008.
Schedule for work:
Class date activity
3A 3 Nov. Classroom discussion and drafting with the question guide.
3A 4 Nov. Classroom presentation and discussion
3A 7 Nov. Posting to the blog, including comment
3A 10 Nov. Classroom presentation and discussion
3A 10 Nov (night) End of posting to the blog
3E 4 Nov. Classroom discussion and drafting with the question guide.
3E 7 Nov. Classroom presentation and discussion
3E 8 Nov. Posting to the blog and comment
3E 14 Nov. Classroom presentation and discussion
3E 14 Nov. (night) End of posting to the blog
Good luck everybody.
Best greeting from Brisbane.
Sugeng
