Consumer and Market Analysis

MMIP – Consumer Analysis, Market Segmentation, and Market Coverage  Module 3– Consumer Analysis, Market Segmentation, and Market Coverage (Chapters 6-9) Q1. Describe and discuss the cultural, social, personal, and psychological factors that influence the purchase of the product/service. (Ch. 6) Q2. Explain the needs that are met for each of the firm’s target markets. (Ch. 6) Q3. Explain how potential global markets will be evaluated for potential entry. Discuss the most likely mode or modes of global market entry (Ch. 8) Q4. Describe the variables (demographic, psychographic, and behavioral) used to segment the firm’s target markets. Explain how the firm evaluates the attractiveness of each identified market segment. (Ch. 9) Q5. Should the firm pursue full market coverage, multiple segment specialization, single-segment concentration, or individual marketing? (Choose one and omit the others) (Ch. 9) Each project installment must include a title page that has the name of the project topic in it. Each of the five questions should be numbered and written out in its entirety in the pages that follow. The entire document (all five questions, combined, but not counting references) should be at least 600 words (12-point Times New Roman font, double spaced), and include a separate references page.

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