I upload two files, one is professor’s requirement, one is group project.
read professor’s requirement and DO the group project part of 2) What are the most relevant external influences on these processes? i) To answer use interview/ CONDUCT IN DEPTH RESEARCH INDEPENDENTLY ON MOVIE THEATER INTERNAL AND EXTERNAL INFLUENCES. AND conclusion
consumer behavior 5 papges
This project provides a hands-on opportunity to understand specific behaviors that consumers engage in. The project will be conducted in a group. Projects must focus on understanding the consumer decision-making process relating to a particular product, service, or other consumer offering (e.g., movie theater, detergent, financial/health service, furniture, automobile). You may also find it easier to focus on a particular company or brand. For example, you may want to consider some of the following questions: What are the pre-purchase, purchase, or post-purchase processes for consumers? What are the most relevant external influences on these processes? What can the companies learn from these processes and how can they influence them? How should the companies change their marketing strategies to improve image and product positioning, the acquisition process for consumers, to enhance consumer experience with the product, and influence consumer satisfaction and loyalty? When deciding on your topic, your group should first find and read secondary research relevant to your topic (e.g., using searches of Fortune, Business Week, WSJ, and media in the LexisNexis Academic database, etc), to give yourself some understanding of what are likely to be important issues for marketing managers in selling this product/service/offering. During the course of the semester, your group will investigate your topic using two exploratory research methods: a) focus groups and b) an additional method selected from a variety of methods commonly used in marketing research (e.g., in-depth interviews, surveys/questionnaires). A transcript of the focus group as well as any depth interviews or surveys used but be included in the appendix. You must conduct at least one focus group and at least five depth interviews or 20 surveys/questionnaires. The write-up should include a discussion of each step of the decision-making process, background information about the product, service, or other consumer offering that you chose, that includes a discussion of the companies’ current marketing strategy. A discussion of external and internal influences. A discussion for how to acquire new customers, enhance the customer experience, influence consumer satisfaction and loyalty. As well as include recommendations that address all 4 P’s. 11 REQUIRED CONTENT DETAIL: • The information presented must come from a minimum of three reliable academic sources; ***your Textbook and my notes do not count as sources, but should be used as a starting point before analyzing your topic. • Each member must do academic research and each must use at least 3 different sources of information; different from their group members • This is a research project. Each member must present content. • Your presentation must include several visuals to illustrate your analysis. You may use newspaper ads, magazine advertising, television commercials, internet sources, radio ads, etc. Upload to Final Report to Blackboard by 5PM on 4/27/17 to include: • Cover page with title, group member’s names in full, and date • Summary outline of the topics covered. • Research Paper References/Citing Sources: • Dictionaries, Encyclopedias, Wikipedia will not be considered as sources • Wikipedia should only be used as a source to find more solid credible academic sources (See the bottom of any Wikipedia page to explore their sources) • If you find examples of images or YouTube videos these are not part of your three academic sources; these are back-up sources that you should include in your Works Cited
consumer behavior 5 papges
Obje ctiv e Q uestio n: How to m ake A M C th e a ll- p urp ose s t h e ate r th at c o nsu m ers im media te ly w ant to g o to w hen th ey w ant to w atc h a m ovie in ste a d o f a ny o th er th eate r – A la rg e p ossib ilit y t h a t c a n b e lo oke d in to is p ossib ly a ctiv e ly a llo w in g c e ll p hone u se in movie th eate rs – – a m c is lo okin g in to th is – WHAT A R E IS S U ES P E O PLE H AV E W IT H M OVIE T H EA TE R S? L ook o uts id e of e xp erie nce a nd lo ca tio n, s tu ff lik e c e llp h ones, e tc . w hat e ls e c a n w e fix ? ? That’s w ha t’ll h a ve th em sta nd o ut – They’r e h avin g th e la rg e st m ovie th ea te r in th e w orld b uilt ? – In clu de tim es fo r tr a ile rs a nd e xtr a s in m ovie d ura tio n tim es? – Exp erie nce w it h te m pera tu re – – te m p c o ntr o lle d s e ats ? – Movie fo od o ffe rin gs – – p ossib le p artn ers h ip s w it h c h ip otle , ta co b ell, s u bw ay, alo ng w it h tr a d it io na l fa vo rit e s lik e p op co rn a nd n ach os – VR m ovie e xp erie nce !!!!! ! – – headpho ne in sta llm ent o ptio n s f o r p eop le w ho d on’t w ant t o w atc h th e m ovie out lo ud/a re d is tr a cte d b y p e ople t a lk in g (e .g ., u sin g s e arc h es o f F ortu n e, B usin ess W eek, W SJ, a nd m ed ia in th e L exis N exis A ca dem ic data base , e tc ) **N eed O ne fo cu s g ro up a n d 5 in d ep th in te rv ie w s QUESTIO NS T O A N SW ER IN P A PE R :/ O utlin e * ****************** ( J U LIS SA) In tr o : Backg ro und in fo rm atio n a bo ut t h e p ro d uct, s e rv ic e , o r o th er c o nsu m er o ffe rin g th at y o u c h ose , th at in clu des a d is cu ssio n o f th e c o m panie s’ c u rre nt m ark e tin g s tr a te gy – – in tr o o f w hat th e paper a nd in te rv ie w s/fo cu s g ro ups w ill c o nsis t o f Body: 1) What a re th e p re -p urc h ase , p urc h ase , o r p ost- p u rc h a se p ro ce sse s fo r c o nsu m ers ? (ju lis sa ) a) Dis cu ssio n o f e ach s te p o f th e d ecis io n-m akin g p ro ce ss i) To a nsw er th is q u estio n y o u n eed to r e fe r to th e in te rv ie w s th at w ill b e co ndu cte d a nd fin d b ackg ro und in fo rm atio n o n it (R IC KY) 2) What a re th e m ost r e le va nt e xte rn a l in flu e nce s o n th ese p ro ce sse s? i) To a nsw er u se in te rv ie w / C O NDUC T IN D EP TH R ES EAR CH IN D EP EN DEN TLY O N M OVIE T H EATE R IN TE R N AL A N D E X TE R N AL IN FLU EN CES (IS H AN N) 3 ) W hat c a n th e c o m pa nie s le arn fr o m th ese p ro ce sse s a nd h ow c a n th ey in flu ence th em ? USE IN FO RM ATIO N F R O M N U M BER S 1 , 2 A N D IN TE R VIE W S T O A N SW ER (P AR TH ) 4 ) H ow s h ould th e c o m pan ie s c h an ge th eir m ark e tin g s tr a te gie s to im pro ve im age a nd pro duct p osit io nin g, th e a cq uis it io n p ro ce ss fo r c o nsu m ers , to e nhance c o nsu m er e xp erie nce wit h th e p ro duct, a nd in flu ence c o nsu m er s a tis fa ctio n a nd lo ya lt y ? — L O OK U P A R TIC LE S O N H O W A M C C AN B ETTE R C O NSU M ER EXPER IE N CE/ C O M PETIT IV E P O SIT IO NIN G (E VER YO NE) CO NCLU SIO N As w ell a s in clu de r e co m m end atio ns th at a ddre ss a ll 4 P ’s . A d is cu ssio n fo r h ow to a cq uir e n e w c u sto m ers , e nhance th e c u sto m er e xp erie nce , in flu ence co nsu m er s a tis fa ctio n a nd lo ya lt y . FIN AL P APER R EQ UIR EM EN TS : A d is cu ssio n o f e xte rn al a n d in te rn al in flu ence s.