{"id":9472,"date":"2022-04-14T21:13:30","date_gmt":"2022-04-14T21:13:30","guid":{"rendered":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/?post_type=chapter&#038;p=9472"},"modified":"2022-04-14T21:15:06","modified_gmt":"2022-04-14T21:15:06","slug":"module-7-discussion-customer-profile","status":"web-only","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/chapter\/module-7-discussion-customer-profile\/","title":{"raw":"Module 7 Discussion: Customer Profile","rendered":"Module 7 Discussion: Customer Profile"},"content":{"raw":"<h2>Instructions<\/h2>\r\nWrite a post for the Discussion on this topic, addressing the questions below. Each part should be 1\u20132 paragraphs or several bullet points in length.\r\n<h2>Part 1: Identifying the Customer and Problem<\/h2>\r\nDescribe 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.\r\n<h2>Part 2: Factors Influencing Customer Decisions<\/h2>\r\nProvide a brief profile of your target segment using at least three of the following categories:\r\n<ul>\r\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><i>Geographic characteristics: e.g., location, region, population size or climate.<\/i><\/li>\r\n<\/ul>\r\n<ul>\r\n \t<li style=\"font-weight: 400;\" aria-level=\"1\">Personal and demographic characteristics: e.g., age, gender, family size, family life stage, income, personality.<\/li>\r\n<\/ul>\r\n<ul>\r\n \t<li style=\"font-weight: 400;\" aria-level=\"1\">Social and Psychological characteristics: e.g., culture, social class, lifestyle, motivation, attitudes, reference groups, beliefs.<\/li>\r\n<\/ul>\r\n<ul>\r\n \t<li style=\"font-weight: 400;\" aria-level=\"1\">Situational characteristics: e.g., buying situation, level of involvement, market offerings, frequency of use, brand loyalty.<\/li>\r\n \t<li style=\"font-weight: 400;\" aria-level=\"1\">B2B\/organizational buying considerations: e.g., individual factors, organizational factors, business environment factors, types of complexity<\/li>\r\n<\/ul>\r\n<h2>Part 3: Reaching the Customer<\/h2>\r\nBased on this profile, identify 2\u20133 marketing strategies or tactics you believe would be effective at reaching this target segment, and briefly explain why they are a good fit.\r\n<h2>Part 4: Respond to Classmates\u2019 Posts<\/h2>\r\nAfter you have created your own post, look over the discussion posts of your classmates and respond to at least two of them.\r\n<h2>Part 5: Incorporate Feedback<\/h2>\r\nReview 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 \u201cMarketing Plan, Part 2\u201d assignment.\r\n<div id=\"post-9456\" class=\"standard post-9456 chapter type-chapter status-web-only hentry\">\r\n<div class=\"entry-content\">\r\n<h2>Grading Rubric for Discussion Posts<\/h2>\r\nThe following grading rubric may be used consistently for evaluating all discussion posts.\r\n<h3>Discussion Grading Rubric<\/h3>\r\n<table><caption>Discussion Grading Rubric<\/caption>\r\n<thead>\r\n<tr>\r\n<th scope=\"col\">Criteria<\/th>\r\n<th scope=\"col\">Not Evident<\/th>\r\n<th scope=\"col\">Developing<\/th>\r\n<th scope=\"col\">Exemplary<\/th>\r\n<th scope=\"col\">Point Value Possible<\/th>\r\n<\/tr>\r\n<\/thead>\r\n<tbody>\r\n<tr>\r\n<td>Submit your initial response<\/td>\r\n<td>No post made \u2013 0 pts<\/td>\r\n<td>Post is either late or off-topic \u2013 2 pts<\/td>\r\n<td>Post is made on time and is focused on the prompt \u2013 5 pts<\/td>\r\n<td>Point value possible \u2013 5 pts<\/td>\r\n<\/tr>\r\n<tr>\r\n<td>Respond to at least two peers\u2019 presentations<\/td>\r\n<td>No response to peers \u2013 0 pts<\/td>\r\n<td>Responded to only one peer \u2013 2 pts<\/td>\r\n<td>Responded to two peers \u2013 5 pts<\/td>\r\n<td>Point value possible \u20135 pts<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\nTotal Points Possible for Discussion Assignment: 10pts.\r\n\r\n<\/div>\r\n<\/div>","rendered":"<h2>Instructions<\/h2>\n<p>Write a post for the Discussion on this topic, addressing the questions below. Each part should be 1\u20132 paragraphs or several bullet points in length.<\/p>\n<h2>Part 1: Identifying the Customer and Problem<\/h2>\n<p>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.<\/p>\n<h2>Part 2: Factors Influencing Customer Decisions<\/h2>\n<p>Provide a brief profile of your target segment using at least three of the following categories:<\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><i>Geographic characteristics: e.g., location, region, population size or climate.<\/i><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Personal and demographic characteristics: e.g., age, gender, family size, family life stage, income, personality.<\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Social and Psychological characteristics: e.g., culture, social class, lifestyle, motivation, attitudes, reference groups, beliefs.<\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Situational characteristics: e.g., buying situation, level of involvement, market offerings, frequency of use, brand loyalty.<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">B2B\/organizational buying considerations: e.g., individual factors, organizational factors, business environment factors, types of complexity<\/li>\n<\/ul>\n<h2>Part 3: Reaching the Customer<\/h2>\n<p>Based on this profile, identify 2\u20133 marketing strategies or tactics you believe would be effective at reaching this target segment, and briefly explain why they are a good fit.<\/p>\n<h2>Part 4: Respond to Classmates\u2019 Posts<\/h2>\n<p>After you have created your own post, look over the discussion posts of your classmates and respond to at least two of them.<\/p>\n<h2>Part 5: Incorporate Feedback<\/h2>\n<p>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 \u201cMarketing Plan, Part 2\u201d assignment.<\/p>\n<div id=\"post-9456\" class=\"standard post-9456 chapter type-chapter status-web-only hentry\">\n<div class=\"entry-content\">\n<h2>Grading Rubric for Discussion Posts<\/h2>\n<p>The following grading rubric may be used consistently for evaluating all discussion posts.<\/p>\n<h3>Discussion Grading Rubric<\/h3>\n<table>\n<caption>Discussion Grading Rubric<\/caption>\n<thead>\n<tr>\n<th scope=\"col\">Criteria<\/th>\n<th scope=\"col\">Not Evident<\/th>\n<th scope=\"col\">Developing<\/th>\n<th scope=\"col\">Exemplary<\/th>\n<th scope=\"col\">Point Value Possible<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Submit your initial response<\/td>\n<td>No post made \u2013 0 pts<\/td>\n<td>Post is either late or off-topic \u2013 2 pts<\/td>\n<td>Post is made on time and is focused on the prompt \u2013 5 pts<\/td>\n<td>Point value possible \u2013 5 pts<\/td>\n<\/tr>\n<tr>\n<td>Respond to at least two peers\u2019 presentations<\/td>\n<td>No response to peers \u2013 0 pts<\/td>\n<td>Responded to only one peer \u2013 2 pts<\/td>\n<td>Responded to two peers \u2013 5 pts<\/td>\n<td>Point value possible \u20135 pts<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>Total Points Possible for Discussion Assignment: 10pts.<\/p>\n<\/div>\n<\/div>\n\n\t\t\t <section class=\"citations-section\" role=\"contentinfo\">\n\t\t\t <h3>Candela Citations<\/h3>\n\t\t\t\t\t <div>\n\t\t\t\t\t\t <div id=\"citation-list-9472\">\n\t\t\t\t\t\t\t <div class=\"licensing\"><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Original<\/div><ul class=\"citation-list\"><li>Discussion: Customer Profile. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><\/ul><\/div>\n\t\t\t\t\t\t <\/div>\n\t\t\t\t\t <\/div>\n\t\t\t <\/section>","protected":false},"author":428269,"menu_order":6,"template":"","meta":{"_candela_citation":"[{\"type\":\"original\",\"description\":\"Discussion: Customer Profile\",\"author\":\"\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"}]","CANDELA_OUTCOMES_GUID":"","pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"class_list":["post-9472","chapter","type-chapter","status-web-only","hentry"],"part":9450,"_links":{"self":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters\/9472","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/users\/428269"}],"version-history":[{"count":2,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters\/9472\/revisions"}],"predecessor-version":[{"id":9475,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters\/9472\/revisions\/9475"}],"part":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/parts\/9450"}],"metadata":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapters\/9472\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/media?parent=9472"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/pressbooks\/v2\/chapter-type?post=9472"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/contributor?post=9472"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/wp-json\/wp\/v2\/license?post=9472"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}