2. Assume you are a product manager in charge of developing a promotional strategy for a
new product of your choice. Use your knowledge of buyer behavior to design an
effective campaign for an age cohort (of your choice) for this product. (for example, a
new energy drink marketed to Baby Boomers, financial services to Generation Y). Your
paper should include the description of the new product (features and benefits), a
detailed description of the target audience in terms of demographics, psychographics,
and lifestyle, the personality of your new brand, the new brand itself (an icon or logo),
the marketing strategies. You must discuss at least four different influences on buying
behavior (2 from External and 2 from Internal) in the development of your paper. See the
list below.
Your paper must provide an analysis based on sound buyer behavior. Be sure to
choose two from each column to include in the exploration of your chosen topic:
External Influences Internal Influences
∗ Culture
∗ Subculture
∗ Reference Groups
∗ Social Status
∗ Family and Households
∗ Perception
∗ Motivation
∗ Emotions
∗ Personality
∗ Attitudes
∗ Learning and Memory
