This Promotions Project: Consumer Behavior and Competitive Insights Essay Assignment is all about developing a better understanding
Question:
This Promotions Project: Consumer Behavior and Competitive Insights Essay Assignment
is all about developing a better understanding of CB theory as it helps marketers decide how to
present their products in a way that generates maximum impact with customers and consumers.
In addition, a better understanding of CB theory helps marketers reach and engage consumers
and ultimately convert them into customers.
Research Questions for the Promotions Project: Consumer Behavior and Competitive Insights Essay Assignment:
RQ1 What is the theory of "Consumer Behavior"? NOTE: CB has developed into its own
discipline, it's much wider and deeper than our textbook discusses. You must conduct outside
research to fully explore this RQ.
RQ2 What are the "consumer behaviors" associated with the customers that currently purchase
your products/services? Please connect back to your theory section in RQ1.
RQ3 What are the competitive insights you learned from the Consumer Behavior patterns of the
customers that currently purchase your product/service. NOTE: These insights need to be
connected into a new promotion somehow.
RQ4 What is a "big idea" referring to an advertisement or promotion. This section must be 1-2
paragraphs with at least one reference.
RQ5 What is one new "big idea" about your product/service that you discovered in researching
and writing about CB theories and the factors that shift demand for your product/service?
Sketches and photos are encouraged, but not mandatory. RQ5 should be at least 2 paragraphs.
NOTE: The "big idea" must be original and associated with your research, not from your
company's marketing/advertising efforts.
Management Accounting Information for Decision-Making and Strategy Execution
ISBN: 978-0137024971
6th Edition
Authors: Anthony A. Atkinson, Robert S. Kaplan, Ella Mae Matsumura, S. Mark Young