本次澳洲商科essay代写主要是完成Marketing的作业分析报告
SEGMENTATION & TARGET MARKET REPORT
分部和目标市场报告
有效的社会变革策略的关键是对将成为您的社会营销策略目标的客户（或客户）有深刻的了解。计划有效的社会变革策略的第一步是要有一个明确的客户导向，这需要您对客户有深刻的了解，并对他们的生活方式有全面的了解。明确的客户定位对良好的社会营销策略设计很重要，因为它需要明确，明确地关注对人们的行为产生影响，而这要归功于强有力的行为分析。行为分析以对当前行为模式和趋势的背景研究为基础，以解释：（1）对“问题行为”的理解，和（2）“欲望行为”（您要采取什么样的行为，人们将采用什么方式，或者您如何希望他们改变）。
单独的细分和目标市场报告应包括：
有关社会问题/问题的背景研究：将有大量现有信息供您参考，以展示有关问题和问题的知识，这是您项目的重点。问题是什么？有多糟？是什么导致了这个问题？你怎么知道？此背景说明可能包括科学或其他数据来源，以及对确定公众意见和您正在研究的问题的关注有用的可靠新闻来源。
成果：提供有据可依的问题概述。本部分应说明为什么需要社会营销策略。
报告的这一部分〜200字
情况分析：开始分析问题。本活动重点分析可能影响设计社会营销策略方法的一系列外部和内部因素。外部环境因素可以是：社会文化，技术，经济，生态，政治，法律和道德。您将需要检查与实施社交营销方法相关的优势，劣势，机会和威胁。它还涉及分析与社会营销计划（这是项目合作伙伴）的设计和交付有关的组织/团队/提供商网络的内部优缺点。
结果：确定可能影响将要实施的社会营销策略的成功的内部和外部因素。
报告的这一部分〜300字
消费者背景调查。您的目标是对危险人群有一个很好的了解。本背景部分着重于应用明确的“以客户为导向”的重点，从而对问题人群进行了详细的了解，并提供了有关人群为什么或如何从改变其行为中受益的背景证据。本部分将包括来自期刊文章，政府或市场研究报告的有关消费者行为，态度，动机等的详细证据。
结果：发展出对客户的详细了解，其重点是了解他们的生活和日常经验，避免了只关注一个方面或特征的潜力。使用一系列研究证据，并在可能的情况下从公共/政府和商业渠道中查找信息，以证明对消费者对问题的反应的了解。
报告的这一部分〜300字
社会变革问题陈述。本节根据相关的最新信息说明您对问题的理解和分析。本节演示特定于问题和行为变更后果的详细信息。
结果：问题陈述应明确导致问题消费者行为的观点和立场合理化，并证明问题行为对社会的影响。好的问题陈述显然是可行的，因为它从信息上有助于对目标市场的选择的理解。
报告的这一部分〜200字
确定细分市场和潜在目标市场。了解消费者/目标群体是良好的社会营销计划设计和实施的基础。本节提供了对消费者群体的详细分析，包括讨论了用于分析消费者群体的细分基础–需要解决以下每个方面：人口基础，地理基础，行为基础，心理基础。明确这一步骤的关键是要表明人们对行为的理解。
结果：根据研究证据确定了四个明确定义的细分市场（与第3节一致），从而完成了市场细分。
评估每个细分受众群（应用Lee＆Kotler的准则，第158-159页）。
确定一个优先级细分将被选为可能的目标市场
影响改变他们的行为。
证明目标市场合理。
The key to an effective social change strategy is having a deep understanding of the customer (or client) who will be the target for your social marketing strategy. Your first step in planning an effective social change strategy is to have a clear customer orientation, which requires you to develop a robust understanding of the client, and a holistic understanding of their lifestyle. A clear customer orientation is important to good social marketing strategy design, as it requires a clear and unequivocal focus on achieving impact on people’s behaviour, which is informed by a strong behavioural analysis. A behavioural analysis is grounded in background research on current behavioural patterns and trends to explain: (1) an understanding of the “problem behaviour”, and (2) the “desire behaviour” (what behaviour you what people to adopt, or how you want them to change).
The individual Segmentation & Target Market Report should include:
- Background research on the social issue/problem: There will be a large amount of existing information for you to draw on to demonstrate knowledge about the issue and problem that is the focus of your project. What is the problem? How bad is it? What contributes to the problem? How do you know? This background description may include scientific or other sources of data, as well as credible news sources useful to identifying public opinion and concerns about the issue you are researching.
- Outcome: provide an evidenced based overview of the problem. This section should show why a social marketing strategy is needed.
- This section of the report ~ 200 words
- Situation Analysis: Start analysing the problem. This activity focuses on analysing a range of external and internal factors that might influence the approach to designing a social marketing strategy. External environmental factors can be: socio-cultural, technological, economic, ecological, political, legal and ethical. You will need to examine strengths, weaknesses, opportunities and threats relevant to implementing a social marketing approach. It also involves analysing the internal strengths and weaknesses of the organisation/team/provider network relevant to the design and delivery of the social marketing program (this is the Project Partner).
- Outcome: Identify internal and external factors that may impact the success of the social marketing strategy to be implemented.
- This section of the report ~ 300 words
- Background consumer research. Your goal is to present a good understanding of the population at risk. Focusing on applying a clear ‘customer orientation’ focus, this background section provides a detailed understanding of the problem population, and provide background evidence on why or how the population would benefit from changing their behaviour. This section will include detailed evidence from journal articles, government or market research reports on consumer behaviours, attitudes, motivations, etc.
- Outcome: A detailed understanding of the customer is developed, which focuses on understanding their lives and everyday experiences, avoiding potential to only focus on a single aspect or characteristic. Using a range of research evidence, and where possible finding information from public/government and commercial sources to demonstrate understanding of consumers response to the problem.
- This section of the report ~ 300 words
- Social change problem statement. This section demonstrates your understanding and analysis of the issue based on relevant and up to date information. This section demonstrates detailed information specific to the problem and consequences of the behaviour identified for change.
- Outcome: The problem statement should clearly lead to a well rationalised point of view and position about the problem consumer behaviour and demonstrates the impact of the problem behaviour on society. A good problem statement is clearly actionable, in that it leads informatively to an understanding of the target market selection.
- This section of the report ~ 200 words
- Identification of market segments and potential target market(s). Understanding the consumer/target group is fundamental to good social marketing program design and implementation. This section provides a detailed analysis of the consumer population, including discussion of segmentation bases applied to analyse the consumer population – each of the following need to be addressed: demographic bases, geographic bases, behavioural bases, psychographic bases. Critical to this step is being clear and demonstrating an understanding of people’s behaviour.
- Outcome: A market segmentation is completed, based on identifying FOUR clearly defined segments based on research evidence (aligned with Section 3).
- Evaluate each segment (applying Lee & Kotler’s Criteria, p. 158-159).
- Identify ONE priority segment will be selected as the TARGET market that could be influenced to change their behaviour.
- Justify the target market. The justification will include explanation using oDemographic segmentation – explanation with justification and rationales of at least three demographic bases used to segment this target market.
oGeographic segmentation – explanation with justification and rationales of at least two geographic bases used to segment this target market.
oBehavioural segmentation – explanation with justification and rationales of at least two descriptions of the target market’s behavioural segmentation.
oPsychographic segmentation – explanation with justification and rationales of at least two psychographic bases used to segment this target market.
- This section of the report ~ 500 words