CB Term Paper Guidelines
Each student shall complete a research paper with a minimum of 5 academic sources. You are not limited to 5 sources, in fact you should have many, many more than that. The paper will require the student to analyze an assigned Fortune 500 company and evaluate its relationship with its customers. In addition the student will analyze the strategy employed by the firm and discuss in detail how the company utilizes consumer behavior to capitalize on market opportunities. In addition to the paper the student will give an oral presentation of their findings during finals week. The paper will account for 25 % of your overall grade and must be written in APA format. If you have questions about what qualifies as an academic resource please contact the professor. The paper will be submitted on a Word doc
This assignment is designed to have you apply what you have learned in the course (principally from the text book, but also through your research) to a company and its products/services. The following requirements should be used to guide you through the writing the paper:
- Cover page requirements (place in center of the page):
Name Consumer Behavior or BSAD 329 December 4, 2020 Company Name
2. Technical elements: use business font (11 or 12 size) in Arial or New Times Roman using page numbers and APA format for in-text citation and reference page. Use Headings to separate each section. Write in paragraph format and do not write the questions below in your writing. The paper should be cohesive and flow smoothly, and be written as if you are a CB manager/expert. Use CB language and concepts from the book in your writing (not definitions)
3. Company and Industry Information including company background (brief history), product or service line(s), and industry (competition). No longer than 3 pages, points will be deducted if you exceed three pages
4. Internal Influences analysis -Refer to chapters 3-7 in the text book (SECTION 2) for topics to cover. A value analysis should include needs/wants/desires being filled. What is the value proposition? How is the product positioned and differentiated in the minds of the target market? Other areas to cover include consumer perception, comprehension, motivation and emotion, personality, lifestyles and attitudes. This section should be a minimum of 3 pages or more.
5. Consumer (Customer) Analysis including target market. What motivates the customer to buy? (SECTION 3 in the text) Which of the three categories of situational influences apply to this customer? See chapters 11-14 (SECTION 4) for information about situational influences. This section should be minimum of 3 pages or more.
6. External Influences Refer to SECTION 4 in the textbook for topics to cover. Consumer culture, micro-culture, subculture, groups and interpersonal influence should be covered. The section should be 3 pages or more.
7. Customer Relationship Management (CRM) How does the company manage its relationship with customers? Are customers loyal and why or why not? Provide proof with research (should be 2 pages minimum)
8. Consumer and social well-being (Chapter 2) Are there any issues that this company needs to address in terms of consumer and society’s welfare? Topics to cover may include ethics, regulation, consumer rights, privacy, sustainability, addictive or compulsive consumption (should be 2 pages minimum).
9. Predictions and Recommendations for the future. Considering its history and present situation how would you recommend the company use CB to be successful in the future (should be 2 pages minimum).
10. Conclusion (minimum one page)
11. Reference Pages in APA format
Academy of Marketing Science Review (formerly the Journal of Consumer & MR)
Advances in Consumer Research
Journal of Advertising
Journal of Advertising Research
Journal of Interactive Marketing
International Journal of Advertising Journal of Consumer Marketing
International Journal of Market Research
Journal of Consumer Research
Journal of Consumer Psychology Journal of Marketing and Consumer Behavior in Emerging Markets Psychology and Marketing
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