Heading INZHEKON Marketing Option 19: Cameras
Subject: Consumer Requirements
Task: Following the "pyramid of needs," Maslow, to form the most complete list of needs, satisfied products in this product category, to justify conclusions.
Subject: Value of goods for consumers
The value of the goods to the consumer (C) is the ratio of the fact that the consumer receives the (consumer benefits - B) to what he is for it goes (expenses - W):
The Emotional Function B + B + The Social
C = - = -------------------------
G Money G + G + H time energy Psychological + W
Task: In accordance with the number of its options to select all the possible costs and benefits for the consumer associated with products in this category. Based on my own experience, analysis of materials on the Internet and / or logical reasoning highlight the ways in which different manufacturers create value of the goods to the consumer (it is better to consider 3 - 5 marks, each of which carries a specific benefit or designed for a specific group of consumers).
Task: I List all the macro factors that will have an impact on the company of the manufacturer (or seller) of goods in this category. Explain through which indicators (parameters) these macro factors affect the activities of producers, what is exerted by each of the factors of influence, what is its degree.
Task: Conduct a market segmentation with respect to this product category (select individual segments) of all known features student segmentation, used to justify the choice of features to determine the boundaries of the segments, which describe the characteristics of the product and how it will change depending on the offer of different segments. If you can not use any sign of segmentation explain it.
Describe 2-3 most promising segment, to justify their choices.
Task: Determine the determinants (impacts) that affect the formation of demand for products in this category. Determine what information is needed to determine the level of demand for this product.
Subject: Classification of goods
Mission: to determine what type of goods are in this category. To classify goods according to all known student criteria.
Subject: Multi-product model (Kotler)
Task: To characterize 3-4 different brands studied product category at all levels of product (preferably selected for the analysis of the brand, each of which carries a specific benefit or designed for a specific group of consumers).
Subject: Product Life Cycle
Task: Choose 3-4 different brands studied product category to determine at what stage the product life cycle are these marks. To substantiate the findings.
Subject: Distribution policy
Mission: Give examples of (1 - 2) goods relating to the product category under consideration, the distribution of which is carried out intensively, selectively and exclusively. Explain what characterized each of the approaches, and what he is justified in a particular case.
Subject: Communication policy (promotion)
Mission: Give one example of an advertising campaign, a campaign of public relations, sales promotion campaigns and (or) an integrated communications campaign for any company that manufactures products under consideration product category.