Table of Contents for Assignment B 1. Introduction – remember, this tells me what we are going to read. 2. Consumer Behavior a. Definition and why is it important (See lecture 5) b. Audit (this is in the Appendix described below). You could briefly describe the parts below and say, for more information see appendix). i. Internal Influences (3 explained). ii. External Influences (2 explained). (Hint: they could be different by segment). 3. The Buyer Decision Process Students are explain each step and make sure you refer to citations. This could go in a table, but once again, it has to be explained and referenced. 4. Segmentation a. A definition of segmentation and why is it important. A table with the two segments with 3 demographics, 2 behavioural, 2 geographic and 1 psychographic variable. b. Table Explanation These will be then explained and justified. In other words, convince us you believe these are two new segments your company can enter. This is referred to as a profile; please refer to Lecture 6. Remember, each segment has certain criteria (Refer to Slide 28-29 Lecture 6). These segments must be different and have different buying behaviour. 5. Target Markets a. Explain why you have chosen these two target markets using the information on Slide 31, Lecture 6 of your notes. b. Strategies for each segment explained (Please use the information on Slides 41-47, Lecture 6). 6. Positioning Map a. What is positioning and what does it show? Draw a perceptual Map and label it (not quality and price). b. Diagram Explanation Explain any USP or competitive advantages the company may possess that enables it to enter this segment. You must explain why you have chosen these labels on your perceptual map. 7. Recommendation You have identified two segment, now chose one and explain why? (Hint: You could use some secondary data to explain it, use the company’s objectives, other information that supports your chosen target market. Make it clear to us there a valid reasons to enter your preferred segment).   8. References 9. Appendices a. Audit – this is to be explained in detail. You will need to have this in a table with citations .It should have two segments. In other words, you are writing two audits, though there will be some areas they will overlap Note: I would expect there are 10 references in here. There will be a number you have already collected from the previous section you could use; provided they are relevant. I will ask your lecture to take off marks if the textbook or similar is not used. I would also look at Consumer Behavior books and Strategic Marketing Books (Segmentation, Targeting and Positioning) in the library or on line. These will help you.