Posted: June 19th, 2022

Marketing Assignment

Please see the attached template to use for this assignment.
ONLY USE THE TEMPLATE, DO NOT WRITE NEW PAPER
ATTACHED FILE(S)
Week 9 Assignment – Who Uses Personal Care Products?
For this assignment, you work for the marketing manager of an organization that is going to launch a new line of personal care products in the U.S. market. The proposed target market will be males, between 18 and 35 years old, and price points will cover income ranges from lower to mid-level. Distribution is planned to take place in drugstores, grocery stores, and stores such as Walmartand Target, with the primary retailer carrying the full product line being drugstores. You have been tasked with a consumer behavior analysis to help make marketing decisions.
Write a 5 page paper in which you:
1. Propose a type of message appeal to be used in advertising, making sure to explain the rationale behind the appeal.
2. Analyze the different cultures this product will appeal to and make recommendations on which threewould be the best choice.
3. Decide which microcultures and additional demographics should be targeted.
4. Suggest ways to utilize group influence in the marketing of the product.
5. Create a plan to address need recognition, search behavior, and getting the product into the consumers’ consideration set.
Your assignment must follow these formatting requirements:
· This course requires the use of Strayer Writing Standards. For assistance and information, please refer to the Strayer Writing Standards link in the left-hand menu of your course. Check with your professor for any additional instructions.
The specific course learning outcomeassociated with this assignment is:
· Formulate a profile of likely purchasers of a new product and strategies for bringing the product into consumers’ consideration set.
Communicating professionally and ethically is an essential skill set we teach at
Strayer. The following guidelines ensure:
·· Your writing is professional
·· You avoid plagiarizing others
·· You give credit to others in your work
Review Strayer’s Academic Integrity Policy in the Student Handbook.
Bookmark the SWS website for additional SWS resources.
Visit the SWS YouTube page to view helpful SWS videos.
Fall 2020
http://studenthandbook.strayer.edu/Student-Disciplinary-and-Grievance-Policies-and-Procedures/Academic-Integrity-Policy
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Strayer Writing Standards 2
� Include page numbers.
� Use 1-inch margins.
� Use numerals (1, 2, 3, and so on) or spell out numbers (one, two, three, and so on).
� Double space body text in the assignment.
� Use consistent 12-point font.
� Use section headings to divide separate content areas. Center the section headings on the
page, be consistent, and include at least two section headings in the assignment.
� Include the assignment title, your name, course title, your professor’s name, and the date of
submission on a separate page (first page of submission).
� Use appropriate language and be concise.
� Write in active voice when possible. Find tips here.
� Use spelling/grammar check and proofread to keep work error free.
� Choose a point of view (first, second, or third person) as required by assignment guidelines.
� Provide credible sources to support your ideas/work when required. Find tips here.
� Cite sources throughout your work when you borrow someone else’s words or ideas.
� Don’t forget: Cite and add your textbook to the Source List if used as a source.
� Include a Sources List when the assignment requires research or if you cite the textbook.
� Type “Sources” centered horizontally on the first line of the Source List page.
� Record the sources that you used in your assignment in a numbered list (see Giving Credit to
Authors and Sources section).
Essay/Paper Guidelines
Design
Title Page
Develop
Cite Credible
Sources
Build a
Sources List
Use these rules when working on an essay!
https://ask.library.strayer.edu/faq/323416
https://library.strayer.edu/research_strategies/
Strayer Writing Standards 3
� Use the provided template to format the assignment.
� Generally not required. If it is required, include the assignment title, your name, course
title, your professor’s name, and the date of submission on a separate page (first page of
submission).
� Use appropriate language and be concise.
� Write in active voice when possible. Find tips here.
� Use spelling/grammar check and proofread to keep work error free.
� Choose a point of view (first, second, or third person) as required by assignment guidelines.
� Specific assignment guidelines may override these standards. When in doubt, follow specific
assignment guidelines first.
� Provide credible sources to support your ideas/work when required. Find tips here.
� Cite sources throughout your work when you borrow someone else’s words or ideas.
� Don’t forget: Cite and add your textbook to the Source List if used as a source.
� Complete the provided Source List when the assignment requires research or if you cite the
textbook.
� If no specific area exists in the template, consult the assignment and instructor guidelines for
appropriate source credit methods.
� Cite sources throughout your assignment when you borrow someone else’s words or ideas.
� When quoting or paraphrasing a source, include the source number in parentheses after the
body text where you quote or paraphrase.
Templated Assignment Guidelines
Design
Title Page
Develop
Cite Credible
Sources
Build a
Source List
Use these rules when working on a written assignment that is not explicitly an essay!
https://ask.library.strayer.edu/faq/323416
https://library.strayer.edu/research_strategies/
Strayer Writing Standards 4
� Use a background color or image on slides.
� Use Calibri, Lucida Console, Helvetica, Futura, Myriad Pro, or Gill Sans font style.
� Use 28–32-point font size for the body of your slides (based on your chosen font style). Avoid
font sizes below 24-point.
� Use 36–44-point font size for the titles of your slides (based on chosen font style).
� Limit slide content (7 or fewer lines per slide and 7 or fewer words per line).
� Number slides when the assignment requires 3 or more slides. Place numbers wherever you
like (but be consistent).
� Include appropriate images that connect directly to the slide content or presentation content.
� Include the assignment title, your name, course title, your professor’s name, and the date of
submission on a separate slide (first of submission).
� Use appropriate language and be concise.
� Write in active voice when possible. Find tips here.
� Use spelling/grammar check and proofread to keep work error free.
� Provide credible sources to support your ideas/work when required. Find tips here.
� Cite sources throughout your work when you borrow someone else’s words or ideas.
� Don’t forget: Cite and add your textbook to the Source List if used as a source.
� Sources may be provided on a slide-by-slide basis (providing Source List entries at
bottom of slide where source referenced) or in a comprehensive Source List at the end of
slideshow.
� Include a Sources List slide when assignment requires research or if you cite the textbook.
� Type “Sources” centered horizontally on the first line of the Source List slide.
� Provide sources used in your assignment in a numbered list (see Giving Credit to Authors and
Sources section).
PowerPoint/Slideshow Guidelines
Design
Title Page
Develop
Cite Credible
Sources
Build a
Sources List
Use these rules when working on a PowerPoint or slideshow assignment!
https://ask.library.strayer.edu/faq/323416
https://library.strayer.edu/research_strategies/
Strayer Writing Standards 5
� Use consistent 12-point font.
� Include appropriate images or media links that connect directly to discussion topic/content.
� Use appropriate language and be concise.
� Write in active voice when possible. Find tips here.
� Use spelling/grammar check and proofread to keep work error free.
� Provide credible sources to support your ideas/work when required. Find tips here.
� Cite sources throughout your discussion response when you borrow someone else’s words or
ideas.
� Cite quotes and paraphrases correctly: Include the source number in parentheses after the
body text where quotation or paraphrasing occurs.
� Don’t forget: Cite and add your textbook to the Sources List if used as a source.
� Type the word “Sources” at the end of your post, and below that include a list of any sources
that you cited.
� Number all sources in the order they appear.
Discussion Post Guidelines
Design
Develop
Cite Credible
Sources
Use these rules when working on a Discussion Forum post or response!
For more information on building a Source List Entry, see
Source List section.
SAMPLE POST:
The work is the important part of any writing
assignment. According to Smith, “writing things
down is the biggest challenge” (1). This is significant
because…
Sources
1. William Smith. 2018. The Way Things Are. http://
www.samplesite.com/writing
If you pulled information from more than one source, continue
to number the additional sources in the order that they appear
in your post.
SAMPLE POST:
The work is the important part of any writing
assignment. According to Smith, “writing things
down is the biggest challenge” (1). This is significant
because…
The other side of this is also important. It is noted that
“the act of writing isn’t important as much as putting
ideas somewhere useful” (2).
Sources
1. William Smith. 2018. The Way Things Are. http://
www.samplesite.com/writing
2. Patricia Smith. 2018. The Way Things Really Are.
http://www.betterthansample.com/tiger
Examples
https://ask.library.strayer.edu/faq/323416
https://library.strayer.edu/research_strategies/
Strayer Writing Standards 6
Credit to Authors and Sources
Option #1: Paraphrasing
Rewording Source Information in Your Own Words
· Rephrase source information in your own words. Avoid
repeating the same words of the author.
· Remember, you cannot just replace words from the original
sentence.
· Add the author’s last name and a number to the end of your
paraphrase as a citation (which will be the same on your
Source List).
Examples
ORIGINAL SOURCE
“Writing at a college level requires informed research.”
PARAPHRASING
As Harvey wrote, when writing a paper for higher
education, it is critical to research and cite sources (1).
When writing a paper for higher education, it is
imperative to research and cite sources (Harvey, 1).
Option #2: Quoting
Citing Another Person’s Work Word-for-Word
· Place quotation marks at the beginning and end of quoted
information.
· Limit quotes to two or fewer sentences (approximately 25
words) at a time.
· Do not start a sentence with a quotation.
· Introduce and explain quotes within the context of your
paper.
· Add the author’s last name and a number to the end of the
quote as a citation (which will be the same on your Source
List).
Examples
ORIGINAL SOURCE
“Writing at a college level requires informed research.”
QUOTING
Harvey wrote in his book, “Writing at a college level
requires informed research” (1).
Many authors agree, “Writing at a college level
requires informed research” (Harvey, 1).
Use these rules for using evidence and creating in-text citations!
General Credit
· Credit quoted or paraphrased sources using an in-text citation. An in-text citation includes the primary author’s last name and
the number of the source from the Source List.
· Before using any source, first determine its credibility. Then decide if the source is appropriate and relevant for your project. Find
tips here.
· Well-researched assignments have at least as many sources as pages (see assignment instructions).
https://library.strayer.edu/research_strategies/evaluate
https://library.strayer.edu/research_strategies/evaluate
Strayer Writing Standards 7
Web sources are accessed through an internet browser.
Home Pages
A home page loads when typing a standard web address. For instance, typing Google.com into any web browser will take you to
Google’s home page.
Cite a homepage when using information from a news thread, image, or basic piece of information on a company’s website. Find
Tips Here.
Specific Web Pages
If using any web page other than the home page, include the specific page title and direct link (when possible) in the Source List entry.
If the assignment used multiple web pages from the same source, create separate Source List entries (if the title and/or web address
is different).
Effective Internet Links
When sharing a link to an article with your instructor and classmates, start with a brief summary of the article and why you chose to
share it.
Share vs. URL Options
Cutting and pasting the URL (web address) from your browser may not allow others to view your source. This makes it hard for people to
engage with the content you used.
To avoid this problem, look for a “share” option and choose that when possible. Always test your link(s) before submitting.
If you cannot properly share the link, include the article/source as an attachment. Interested classmates and your professor can reference
the article shared as an attachment. Find tips here.
Credit for Web Sources
Charts, images, and tables should be centered horizontally on the page and should be followed by an in-text citation. Design your
page and place a citation below the chart, image, or table. When referring to the chart, image, or table in the body of the assignment,
use the citation.
Do not include a chart, image, or table without introducing it in the assignment and explaining why it is necessary.
On your Source List, provide the following details of the visual:
· Author’s name (if created by you, provide your name).
· Date (if created by you, provide the year).
· Type (Chart, Image, or Table).
· How to find it (link or other information; see Source List section for additional details).
Charts, Images, and Tables
https://ask.library.strayer.edu/faq/322738
https://ask.library.strayer.edu/faq/322738
https://ask.library.strayer.edu/faq/266070
Strayer Writing Standards 8
Traditional Sources
Page Numbers
When referencing multiple pages in a textbook or other print
book, consider adding page numbers to help the audience
understand where the information is found. You can do this in
three ways:
a. by including it in the body of your assignment; or
orb. by using an in-text citation;
orc. by listing page numbers in the order used in your
assignment on the Source List.
Check with your instructor or the assignment guidelines to see
if there is a preference based on your course.
Example
IN-TEXT CITATION
(Harvey, 1, p. 16)
In the example, the author is Harvey, the source list number is
1, and the page number where this information can be found is
page 16.
Multiple Sources (Synthesizing)
Synthesizing is the use of multiple sources in one paraphrased
sentence or paragraph to make a strong point. While this is
normally done in advanced writing, it could be useful for any
writing where you use more than one source. Find tips here.
The key is clarity. If you paraphrase multiple sources in the
same sentence (or paragraph if most of the information
contained in the paragraph is paraphrased), you should
include each source in the citation. Separate sources using
semi-colons (;) and create the citation in the normal style that
you would for using only one source (Name, Source Number).
Example
SYNTHESIZED IN-TEXT CITATION
(Harvey, 1; Buchanan, 2)
In the example, the authors Harvey and Buchanan were
paraphrased to help the student make a strong point. Harvey
is the first source on the Source List, and Buchanan is the
second source on the Source List.
Advanced Methods
Some assignments require more advanced techniques. If necessary, these guidelines help with special
case scenarios.
https://ask.library.strayer.edu/faq/316321
Strayer Writing Standards 9
Substitution and Ellipsis
Omitting unnecessary information from a direct quotation is
often required. To omit information, delete the unnecessary
information and replace it with an ellipsis inside of square
brackets, like this: […]. Find tips here.
There are times when a quality source has made a mistake,
but you still value the information that the source provides. To
solve this issue, change elements of the source (noting what
additions or changes were required). When changing elements
within a direct quotation, delete the original information and
surround the new wording or spelling with square brackets, like
this: “[W]riting”.
The bracket here shows that the original source may have
misspelled “writing” or that the “W” has been capitalized and
was lowercase in the source material.
NOTE: Ellipsis and square brackets cannot be used in
paraphrased source material.
Example
ORIGINAL SOURCE
“Writing at a college level requires informed
research.”
ELLIPSIS
Harvey wrote that writing “at a college level
requires […] research” (1).
SUBSTITUTION
Many authors agree that “[w]riting at an [undergrad-
uate] college level requires informed research” (1).
Footnotes and Additional Content
Written assignments may benefit from including relevant
background information that is not necessarily important for the
main body of the assignment.
To include extra secondary evidence or authorial commentary,
insert a numeral superscript into the text of the assignment
and add the extra evidence or commentary in the footer of the
page as a footnote. (Note: Microsoft Word’s “Insert Footnote”
function is the preferred method.)
Example
When writing a paper for higher education,4 it is
imperative to research and cite sources (Harvey,
1). This suggestion applies to both undergraduate
and graduate students, and it is the first thing that
beginning students must internalize.
4Mathews has pointed out that this suggestion is appropriate
for all levels of education, even those outside of university, and
is in fact best practices for any form of professional writing
(2). However, this paper focuses specifically on writing
in college-level education.
Appendices
An assignment may require an appendix following the Source List. The appendix is meant to declutter the assignment body or
provide relevant supplemental information for the audience.
If there is only one appendix, it is labeled, Appendix. More than one appendix may be required. Label the first appendix Appendix
A, the second Appendix B, and so on. Each chart, graphic, or photograph referred to in the body of the assignment requires its
own listing in the appendices.
Use descriptive labels in the body of your written assignment to link each chart, graphic, or photograph to its place in the
appendices. For example, when referring to a chart found in Appendix B, a student would include (see Appendix B, Cost of Tuition
in Secondary Education, 2010-2019) after referring to data drawn from that chart.
https://ask.library.strayer.edu/faq/316322
Strayer Writing Standards 10
Source List
The Source List includes all sources used in your assignment. It is a new page added at the end of your
assignment. The list gives credit to authors whose work supported your own and should provide enough
information so that others can find the source(s) without your help.
Build your Source List as you write.
� Type “Sources” at the top of a new page.
� Include a numbered list of the sources you used in your paper (the numbers indicate the
order in which you used them).
1. Use the number one (1) for the first source used in the paper, the number two (2) for the
second source, and so on.
2. Use the same number for a source if you use it multiple times.
� Ensure each source includes five parts: author or organization, publication date, title, page
number (if needed), and how to find it. If you have trouble finding these details, then re-
evaluate the credibility of your source.
� Use the browser link for a public webpage.
� Use a permalink for a webpage when possible. Find tips here.
� Instruct your readers on how to find all sources that do not have a browser link or a permalink.
� Separate each Source List element with a period on your Source List.
AUTHOR PUBLICATION DATE TITLE PAGE NO. HOW TO FIND
The person(s) who published
the source. This can be a
single person, a group of
people, or an organization. If
the source has no author, use
“No author” where you would
list the author.
The date the source was
published. If the source has
no publication date, use “No
date” where you would list
the date.
The title of the
source. If the
source has no title,
use “No title” where
you would list the
title.
The page
number(s) used.
If the source has
no page numbers,
omit this section
from your Source
List Entry.
Instruct readers how to find all
sources. Keep explanations
simple and concise, but provide
enough information so the
source can be located. Note:
It is your responsibility to make
sure the source can be found.
Examples
Michael Harvey
In the case of multiple
authors, only list the first.
2013
This is not the same as
copyright date, which is
denoted by ©
The Nuts & Bolts
of College Writing
p. 1
Include p. and the
page(s) used.
http://libdatab.strayer.edu/
login?url=http://search.
ebscohost.com/login.aspx
Setting Up the
Source List Page
Creating a
Source List Entry
Source List Elements
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Strayer Writing Standards 11
NOTE: For the example, Harvey is the first source used in the assignment.
 How It Will Look in Your Source List
1. Michael Harvey. 2013. The Nuts & Bolts of College Writing. p. 1. http://libdatab.strayer.edu/login?url=http://
search.ebscohost.com/login.aspx?direct=true&db=nlebk&AN=590706&site=eds-live&scope=site
 Sample Source List
Sources
1. Michael Harvey. 2013. The Nuts & Bolts of College Writing. p. 1. http://libdatab.strayer.edu/login?url=http://search.ebscohost.
com/login.aspx?direct=true&db=nlebk&AN=590706&site=eds-live&scope=site
2. William R. Stanek. 2010. Storyboarding Techniques chapter in Effective Writing for Business, College and Life. http://libdatab.
strayer.edu/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=nlebk&AN=359141&site=eds-live&scope=site&e
bv=EB&ppid=pp_23
3. Zyad Hicham. 2017. Vocabulary Growth in College-Level Students’ Narrative Writing. http://libdatab.strayer.edu/
login?url=http://search.ebscohost.com/login.aspx?direct=true&db=edsdoj&AN=edsdoj.9b7fad40e529462bafe3a936aaf81420
&site=eds-live&scope=site
4. Anya Kamenetz. July 10, 2015. The Writing Assignment That Changes Lives. https://www.npr.org/sections/
ed/2015/07/10/419202925/the-writing-assignment-that-changes-lives
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Who Uses Personal Care Products?
Student Name
Consumer Behavior MKT305
Dr. Lisa Amans
Month Date Year
Advertising Message Appeal and Rationale
Start the first paragraph here. In this first paragraph provide the type of message appeal that you will use in the advertising for this personal care product.
Provide your rationale for this message appeal in the second paragraph.Include enough detail so it is clear what type of appeal you recommend and why this is the appropriate choice.
Cultural Analysis with Three Recommendations
Start the second section here. In this paragraph describe the different cultures that this product will appeal to.You must describe different cultures.
In this paragraph explain the three cultures recommended for this for new product.Explain the rationale for each of these three cultures.
Microculture Recommendation and Additional Demographics Targeted
Start the third section here. Recommend one or more specific microcultures that this product will appeal to.Be very specific in providing the details of this microculture.Explain the rationale.
In this paragraph, add additional demographics that should be targeted for this product.Explain the rationale.
Strategy Recommendations for Group Influence
Start the fourth section here.Provide the strategy to utilize group influence for this product.
In the second paragraph, explain why this group influence is appropriate.Be as detailed as possible in the explanation.
Need Recognition, Search Behavior and Consideration Set
Start the fifth section here. Provide your recommendation on how to begin the need recognition process as the first step in the consumer buying process.Explain the rational here as well.
In this next paragraph, explain how you will develop the strategy to manage search behavior for this new product.Be as detailed and specific as you can with this phase of the consumer buying process.
In this paragraph, explain how you will create a strategy to encourage consumers to include this new product in their consideration set when making a purchase.Be detailed when you explain this strategy as part of the buying process.
Sources
1. Enter the first source entry here.
2. Enter the second source entry here.

2

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