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7.15: Discussion- Customer Profile

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    48051

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    Instructions

    Write a post for the Discussion on this topic, addressing the questions below. Each part should be 1–2 paragraphs or several bullet points in length.

    Part 1: Identifying the Customer and Problem

    Describe a primary decision maker in your target segment: who they are, what they like, how they make buying decisions. Describe the primary problem(s) your organization, product or service will help them solve.

    Part 2: Factors Influencing Customer Decisions

    Provide a brief profile of your target segment using at least three of the following categories:

    • Geographic characteristics: e.g., location, region, population size or climate.
    • Personal and demographic characteristics: e.g., age, gender, family size, family life stage, income, personality.
    • Social and Psychological characteristics: e.g., culture, social class, lifestyle, motivation, attitudes, reference groups, beliefs.
    • Situational characteristics: e.g., buying situation, level of involvement, market offerings, frequency of use, brand loyalty.
    • B2B/organizational buying considerations: e.g., individual factors, organizational factors, business environment factors, types of complexity

    Part 3: Reaching the Customer

    Based on this profile, identify 2–3 marketing strategies or tactics you believe would be effective at reaching this target segment, and briefly explain why they are a good fit.

    Part 4: Respond to Classmates’ Posts

    After you have created your own post, look over the discussion posts of your classmates and respond to at least two of them.

    Part 5: Incorporate Feedback

    Review the feedback you receive from classmates and your instructor. Use this feedback to revise and improve your work before submitting it as part of the “Marketing Plan, Part 2” assignment.

    Grading Rubric for Discussion Posts

    The following grading rubric may be used consistently for evaluating all discussion posts.

    Discussion Grading Rubric

    Discussion Grading Rubric
    Criteria Response Quality: Not Evident Response Quality: Developing Response Quality: Exemplary Point Value Possible
    Submit your initial response No post made – 0 pts Post is either late or off-topic – 2 pts Post is made on time and is focused on the prompt – 5 pts Point value possible – 5 pts
    Respond to at least two peers’ presentations No response to peers – 0 pts Responded to only one peer – 2 pts Responded to two peers – 5 pts Point value possible –5 pts

    Total Points Possible for Discussion Assignment: 10pts.

    Contributors and Attributions

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    This page titled 7.15: Discussion- Customer Profile is shared under a CC BY 4.0 license and was authored, remixed, and/or curated by Lumen Learning via source content that was edited to the style and standards of the LibreTexts platform; a detailed edit history is available upon request.