(6-8) pages in length if double-spaced. The lengths of the assignments, however, do not include statements in quotations, graphs, footnotes, charts, and citations.
Since this is a Professional Paper, presentation should be taken into account.
For this paper, you will take on the role of an outside consultant for a company. The company has hired your firm to provide
deep background on three demographics, Tweens, Generation X, and Generation Y. You will investigate and suggest the
best approach for marketing a company’s product line to those demographics. For instance apparel, tablets, or phones
should be sufficiently broad to be relevant to all demographics. You will select the company and product line you are
researching. It is strongly recommended that your choices are relevant to all three groups (items like blood pressure pills or
walkers are not advisable)
You should use the following outline for your paper.
paper will be written in cohesive essay format. Make sure
that it is presented in the persona of an outside consultant. Even though this is written as a professional paper, you are still
required to cite your sources using APA format. You will need to rely on at least three scholarly sources for this assignment.
Outline
Single paragraph introduction describing the company, the product, and the intent of your research.
Outline the Demographics of the groups in questions including birth years and demographical information.
Provide background about the Attitude of each group. Focus on their shared experiences that distinguish them from
other groups. Make sure to discuss subgroups and value variations within the larger groups as well as to consider
conflicts or differences within the groups that may impact success in marketing your client’s product.
Discuss their disposable income and how this relates to the opportunity of the company for the product or service in
question. Make sure to discuss how much they Spend on related categories of products and the flexibility of those
spending habits. Draw parallels between your chosen product and those researched.
What products does each group currently value, how does this reflect on the product in questions, and what Product
Development should be investigated in the future.
What existing Media does each group consume and how should this inform what Marketing Methods and messaging
should be used to reach each group.
Identify an example of a successful and an unsuccessful marketing of a product in your client’s market. Explain how
consumer behavior accounts for the difference in success and apply those lessons to the product/service/and
company you are researching. Make sure you quantify why you chose those items as the least and most popular.
Conclude the report with a summation of your findings. This should not exceed 2-3 paragraphs and largely restate the
Week 3: Value and Consumer Learning
contents of the paper in a concise manner. Keep in mind you are not selling the product itself, but rather you are
making a case for your findings.