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COMPETITIVE INSIGHTS ESSAY INSTRUCTIONS (The product is Pepsi Cola) Consumer Behavior (CB) is the ?psychology? of marketing. ?One "official" definition of Consumer Behavior is "The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society." Marketing departments across the country have battles that rage between the Marketing and CB faculty members. More and more B-Schools are starting to adopt one philosophy or the other. At the core of this debate (some say battle) is should marketing focus its efforts on the processes consumers employ in their purchase and post-purchase behavior (CB) or should the efforts be concentrated on a better understanding of the external factors, or demand shifters that drive consumer purchase behavior. Competitive Insights Essay Deliverables 1. First Section: Systematically discuss the ?Consumer Behavior? of the customers that currently purchase your product. You must include at least 5 outside resources (WSJ, Fortune Magazine, Ad Age and all other popular press sources are acceptable) that corroborate your discussion within this section. This section must be a minimum of 4 pages. 2. Second Section: Analyze the competitive insights you learned from the Consumer Behavior patterns of the customers that currently purchase your product. This section must be a minimum of 1 full page. 3. Third Section: Discuss what the concept ?big idea? is referring to in advertisements or promotions. This section must be 1?2 paragraphs. 4. Fourth Section: Choose at least one NEW ?big idea? about your product that you discovered in researching and writing about CB and the factors that shift demand for your product. Sketches and photos are encouraged, but not mandatory. This section should be at least 1?2 paragraphs. NOTE: The ?big idea? must be original and associated with your research, not from your company?s marketing/advertising efforts. NOTE: This assignment must conform to the rigors expected of a grad school student and the use of proper APA guidelines with the persistent link present in your references page(s) and your research must be properly annotated throughout the document. In addition, you must exhibit a competent level of research and writing that demonstrates your understanding of this assignment and the ability to analyze/discuss the topics of this assignment, not just a simple regurgitation and quotation of the terms/definitions/thoughts in the textbook and your research. The MBA is a practitioner?s degree. The degree signifies that you can think, analyze, and solve problems; and then communicate solutions to business executives effectively and efficiently. This assignment is designed to sharpen those skills, please dedicate the requisite time and efforts.


Paper#10707 | Written in 18-Jul-2015

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