Assignment: Buyer Behavioral Memo

Purpose of Assignment

The purpose of this assignment is to help students learn how to create a professional corporate memo offering recommendations to the marketing department on how to most effectively analyze customer buying behavior.

Assignment Steps

Create a 700-word memo/analysis of a selected target market, and how you would suggest the organization should position and differentiate the product offering for that target market. You may use your own organization or company, or another of your choosing.

Include in your memo/analysis:

• The identification of key segmentation factors such as demographic, psychographic, geographic, and behavioral characteristics of the selected target market.

• Determine the key buying behaviors and decision motivators for your consumers. Include an analysis of cultural, social, psychological factors, and possible unexpected factors.

• Decide how you will differentiate your product or service, personnel, marketing channels, and brand image from the competition.

• Create a brief portrait of the ideal customer.

• Generate a positioning statement for the organization with consideration for the brand and strategy.

Cite at least three references from the University Library.

Format your paper consistent with APA guidelines.