评估报告：分析针对特定市场的消费者行为:Ana

Kelly Colleges
Assessment Cover Sheet
Cover Sheet
留学生dissertation网& Feedback Unit/Subject Nam
Analyse Consumer Behaviour for Specific Markets

Unit/Subject Number BSBMKG402B

Assessment No. 2

Assessment Title Assignment

Due Date Week 9

Student Name Student ID:
Teacher/Trainer D Date submitted
Tick one 1st Attempt  2nd Attempt 

Student Declaration:
Complete this declaration and attach this Assessment Cover Sheet to your hard-copy of your assessment upon submission to reception.
I,(Student name)…………………………………………………. .. state that the attached assessment is my own work. I have not plagiarized any items as explained in the Student Handbook.

Student Signature ……………………………………………….………. Date: ……………..

Assessment Marking Guide
Criteria – All Elements Unsatisfactory Satisfactory
1. The market or market segment for a product or service is identified in accordance with
the marketing plan  
2. Consumer attributes for the market or market segment are identified from the market
profile  
3. Individual, Social, lifestyle and organisational influences on consumer behaviour are assessed and their impact estimated for a product/service  
4. Marketing strategies address innate and acquired needs of consumers and appeal to the motives that influence decision making  
5. A rationale for the focus of appeal is presented that outlines how influences on
consumer behaviour will be used to target effective marketing strategies  

Result AQTF(circle)
C or NYC Mark (%) & Rating (Circle)
(7,6,5,4,3,2,1) Re-submission required
Yes  No 
Feedback to Student
……………………………………………………………………………………………………………………………………
ASSESSOR NAME: ………………………………………………………………………………………..…………
ASSESSOR SIGNATURE:……………………………………………………………………………………………..DATE:…………….#p#分页标题#e#

In the event of a NYC appearing in the “Result” box, the following procedure will be followed:
 Student to arrange extra tuition on:  Additional class-work required:
 Re-sit assessment required by:  Other:

ASSIGNMENT TASK 2 – ASSIGNMENT

You have recently been employed as the sales manager of the newly launched “Bazmobile” range of Australian manufactured cars.

Bazmobile is a new car marquee intending to capture the lower economy end of the Australian car market back from foreign imports (Kia, Hyundai, Mazda, Toyota etc)

Before the brand can look to grow and expand its market share in Australia a more professional approach to its marketing needs to be implemented. You have been requested by management to undertake research based on the points below.

Your task

Prepare a short 1500 word essay on Consumer Behaviour in the local Australian car market

1. Write a short introduction providing background and details about the Australian car market (50-100 words)

2. Describe some of the macro trends which could potentially be impacting on consumer behaviour in the automobile marketplace (approximately 100 words each)

• Demographics
• Geographic
• Technological
• Cultural
• Psychographic
• Behavioural

3. Describe how reference groups and the 5 roles in the decision making process (eg. initiator, buyer etc) could be used to make the marketing of your vehicles more effective.

4.留学生dissertation网 Explain how self image, attitudes and beliefs can influence consumer behaviour in purchasing automobiles.

5. Discuss what approach you will take to your market. Will it be undifferentiated, differentiated or concentrated? How will you then position your product and brand? Explain in marketing terms exactly where, when and how you intend to advertise your fleet of cars?
The following assignment is to be your own work – cutting and pasting from the internet is not acceptable. All of the information requested MUST be provided in the completed document.

Please also note that failure to address all points mentioned herein will result in a “Not Yet Competent” result.

Marks will be deducted if any areas are not completed or insufficient information is provided to answer the question in detail.

Work handed in with 15% less than the minimum word count (2000 words) will be returned to the student for resubmission.

The assignment is to be set out in essay style – with Headings, Page numbers, Table of contents and at least 4 references. (Harvard system to be used)

The document must have a footer with your subject, name & student number.

The body of the assignment/report should be in sentence form – dot points will not be accepted.

Font to be used is ARIAL 12pt with 1.5 paragraph spacing.#p#分页标题#e#

Marks will be deducted for incorrect English

Assignments over 7 days late WILL NOT BE ACCEPTED.

Plagiarism

Plagiarism will not be tolerated in any of Kelly College’s courses. Instances of plagiarism or suspected plagiarism may be referred to the Director of Business Studies. Lending work to, or borrowing work from, other students for the purpose of copying, is plagiarism and both lender and borrower can be charged with plagiarism. Serious or repeat offenders may be expelled from the College

You are required to submit your assessments electronically.
1. You will receive an electronic copy of your assessment via email from your trainer (and the relevant Assessment Cover sheet).
2. Save the assessment as BSBMKG402A – Student number - Name – assessment task number – portfolio – page number of questions.
3. Complete the assessment.
4. Email your assessment back to your trainer– [email protected]

Students are encouraged to see their trainer to review assessments and get feedback.

Assessment Schedule:
• Consumer Behaviour An Asia Pacific Approach, Blackwell, R

Assessment Policy:
http://www.ukthesis.org/Thesis_Writing/Marketing/Assessments will only be accepted on or before the due date. Extensions will only be granted if the student has communicated with the relevant trainer prior to that date and submitted a request for the extension in writing.

Please include your name, student number, subject name and code on all pages of your assignment.

HARVARD referencing method is to apply.