1. Come up with a product/service that you would like to introduce to your local area. Give it a name. Describe the product/service, target market, potential competitors and market conditions.

2. Go to www.freedemographics.com. Register for their free demographic information. Pick your city (or the closest one) and report on the demographic information available and how this would affect your strategy (Chapter Four).

3. Evaluate the product’s brandname and discuss why you think that it’s appropriate. Evaluate its brand image as well. Develop a marketing strategy to improve its image (Chapter 9).

4. Discuss the marketing mix for your product/service- (Product, Place, Price, Service and Promotion).This is where all of your conceptual discussion comes true in the market place. What does your product look like? Where are you selling it? How are you communicating with your consumers? What price signals are you sending? How do you service the customer through the decision process and post purchase?

5. Develop an advertisement for the product based on relevant motives from McGuire’s set (Chapter 10).

6. Develop a positively framed and an equivalent negatively framed message about one of the product’s attributes. (Chapter Eleven)

7. Develop a list of evaluative criteria that a consumer might use in evaluating your product. (Chapter Sixteen)

8. Come up with relationship marketing plan for your product (Chapter Eighteen).
Your final project should be at least four pages in length (double-spaced) and should include at least three references from the Keiser online library (http://kesu-verso.auto-graphics.com/MVC/). Remember to stick with APA format.

Textbook Title:
Consumer Behavior, 12th edition
Publishers name:
McGraw Hill
Author’s name:
Del Hawkins, David Mothersbaugh
ISBN:
ISBN-13 9780073530048