Assignment 2 Statistics Canada is a key source of secondary data in Canada, particularly for basic demographic information on Canadian regions and cities

Assignment 2
Introduction
Assignments have been designed to help you integrate and apply the marketing concepts, terms, and information you have learned up to this point. These concepts provide a foundation on which other course concepts are built. Assessing your comprehension and ability to apply these will help ensure that you are on track to successfully complete the course. This assignment is worth 10% of your final grade in the course.
Assignment format: In one document, you will write a response in essay format and/or in point form as appropriate to elements 2.1–2.4. Limit your response lengths as suggested below. You will also record a video summary as described in element 2.5.
Upon completion, you will upload two files to your Open Learning Faculty Member for grading.
Assignment final mark: This assignment is worth 10% of your final mark.
2.1: Market Research Concepts (25 marks)
Length: Please write your response in essay format, and limit your response to 2–2.5 pages using 1.5 line spacing. If you need to include a table, attach it as an exhibit or appendix and summarize your findings in the body of the assignment.
Assessment: This part of the assignment will be assessed using the following criteria:
Usage of marketing concepts, terms, and words from the course learning materials in your answers
Demonstration of ability to navigate the Statistics Canada website to retrieve the requested information
Critical assessment (advantages and disadvantages) of the use of Statistics Canada data for market segmentation and strategy development
Statistics Canada is a key source of secondary data in Canada, particularly for basic demographic information on Canadian regions and cities. Using both Statistics Canada data and any other data you can find on the Internet, develop a report on a Canadian city in one of the Prairie and West Coast Provinces (Manitoba, Saskatchewan, Alberta, British Columbia) of your choice that answers these questions.
Answer the following questions:
What is the total population of the city? (2 marks)
Using means (averages), frequencies (number of people), and percentages provided by Statistics Canada, describe:
The population of the city in terms of age, income, education, marital status, and occupation. (5 marks)
The population of all of Canada in terms of age, income, education, marital status, and occupation. (5 marks)
What is the most significant thing you learned from this exercise? (3 marks)
Review all of the information provided on the Statistics Canada website. For marketers seeking to develop market segment profiles or marketing strategy, what are four advantages and four disadvantages of using this data, from a marketing perspective? (10 marks)
2.2: Customer Buying Behaviour (25 marks)
Length: Please write your response in essay format and in point form as appropriate and limit your response to 2 –2.5 pages using 1.5 line spacing.
Assessment: This part of the assignment will be assessed using the following criteria:
Usage of marketing concepts, terms, and words from the course learning materials in your answers
The extent to which the answer provides comparison and contrasts and is able to illustrate how the model applied or did not apply in this situation
Depth of insight with respect to the implications for sales and marketing
In Module 3, you learned that consumers and organizations go through a progression of steps as they make purchase decisions.
Answer the following questions:
Describe your decision process for each step in the consumer decision-making process when deciding to purchase a Silver Thread Face Mask Adult, $28 from Kanuk. (5 marks)
How does your consumer decision-making process for a Silver Thread Face Mask Adult, $28 compare with the model illustrated in Figure 6.2 in Chapter 6 on page 187? (5 marks)
With respect to Figure 3.2, the FCB Grid discussed in Module 3, what type of decision is your decision to purchase a Silver Thread Face Mask Adult, $28? Explain why your decision is a high/low involvement and/or a think/feel decision. (5 marks)
Assuming the consumer decision-making process is typical and that competition in the face mask continues to increase, what are five sales and marketing implications for Silver Thread Face Mask Adult, $28 to increase their chance of success in selling to a consumer like you? (10 marks)
2.3: Diffusion of Innovation and Product Concepts (30 marks)
Length: Please write your response in point form, and limit your response to 3–3.5 pages using 1.5 line spacing.
Assessment: This part of the assignment will be assessed using the following criteria:
Usage of marketing concepts, terms, and words from the course learning materials in your answers
Understanding of the factors that influence the adoption and diffusion of innovation
Identification and description of the marketing mix implications of each factor in this context
As a member of Dyson’s new product team, you participated in the development and marketing of Dyson’s V11 Torque Drive Vacuum, $799.99—the company’s latest entry into the vacuum world.
Visit Dyson’s website. Review the product information about their Dyson’s V11 Torque Drive Vacuum, $799.99. You will need to do some research on the Internet to gather additional information about the organization.
Answer the following questions:
Describe the difference between product adoption and product diffusion. (5 marks)
Consider the product factors that influence the rate of adoption and diffusion of innovation. For each of the five factors, explain how that factor might affect the speed of the adoption of the Dyson’s V11 Torque Drive Vacuum, $799.99. State whether each factor will increase or decrease the rate of adoption. (15 marks)
Identify five other non-product-related factors that might influence the rate of diffusion of innovation. Draw from your own experience on what influenced you to buy or not to buy a new product. (5 marks)
Then make five marketing recommendations to the Dyson’s team manager that will speed the adoption of the Dyson’s V11 Torque Drive Vacuum, $799.00. These might relate to personal factors, sociocultural factors, organizational factors, or other factors outside of the control of marketers. (5 marks)
2.4: Discussion Forums (10 marks)
Length: Please write your response in essay and point form, and limit your response to 1–1.5 pages using 1.5 line spacing.
Assessment: Your submission will be assessed on the following criteria:
Participation in the discussions in Module 3 and Module 4
Usage of marketing concepts, terms, and words from the course learning materials in your answers
Depth of insight, analysis, and comprehensiveness
Rationale/support for the conclusions drawn
Instructions:
Copy and paste your discussion forum posts, including replies to all the questions, for Module 3, Learning Activity 3.7: Web Discussion—Customer and Business Buying Behaviours. (5 marks)
Write a description for each the advertisements you have found that demonstrate the application of the customer buying and business buying behaviour concepts.
Explain how the customer buying and business buying behaviour concepts have been applied in each advertisement.
Provide your discussion forum posts and replies for the questions from Module 4, Learning Activity 4.4: Web Discussion—Product Labelling. (5 marks)
Do you think this is a good idea? Why or why not? Why might some manufacturers be concerned about this?
Based on your own experience as a consumer, what packaging or labelling practices do you find misleading or inappropriate? What might be done to change these practices?
2.5: Student Video Recording (10 marks)
Length: Create a video recording no longer than 3 minutes.
Assessment: Your submission will be assessed on the following criteria.
The objective of the video recording is for you to provide a summary of your understanding and learning in this assignment.
The video recording must adhere to the following criteria:
Create a video recording no longer than 3 minutes of yourself, using a device and software of your choice (smartphone, laptop computer, desktop computer).
Start by introducing yourself to your Open Learning Faculty Member and state the assignment number you will be discussing.
Present a brief summary of your understanding of the subject(s) and what you learned from this assignment.
When discussing the topics, enhance the concepts and ideas you learned in the assignment through personal examples that demonstrate the issues.
When completed, submit the video recording though the assignment activity using the Kaltura Video Upload Instructions.
Assessment Criteria
Remember, you will be judged by the structure, clarity, presentation, and quality of your work, which in this case consists of your assignments and your Final Project. The assignments are to be prepared and presented in a formal manner suitable for business.
To ensure the quality of your written work, refer to the Completion Guidelines below.
The assignment will also be evaluated against the following performance criteria:
Content—Address all points of information as outlined in the criteria and content for the assignments and Final Project. Incorporate specific references to readings, theories, ideas, and feedback that assisted you in rethinking your experiences and increasing your awareness of your marketing skills.
Knowledge—Demonstrate your knowledge, understanding, skills, and perspectives on the course’s learning materials by applying them in the assignments and Final Project. Link theory and practice by applying what you learned from the readings, reflections, and practical application of your new marketing skills and from discussions with your fellow students.
Theory & Practice—Demonstrate the connections between the work of others (course materials, readings, activities, and discussions) and actual organizational principles, practices, and processes. Go beyond general descriptions. Be thoughtful and critical in your analyses, conclusions, and recommendations.
Critical Thinking—Use reflective, logical, and rational thinking to gather, combine, process, interpret, and analyze the information to develop a reasonable conclusion. Provide examples to support your comments and observations. Be specific and concrete. Tell a complete story. Avoid generalizations. Support a statement with a specific example that demonstrates your understanding and skill.
Completion Guidelines
Submit your assignment using the submission tool below. Be sure to save your assignment as a PDF document and name it: MKTG 2431_Lastname_Assign2_CourseCompletionDate
Are you submitting your name, student number, assignment number, and course completion date on the cover page of the document?
Are you submitting all parts of the assignment in one PDF document and one video file to your Open Learning Faculty Member?
Are you submitting, complete, all the required elements?
Are you submitting concepts, information, and terminology learned in this course?
Are you supporting your statements with specific examples?
Are you citing references, using correct APA referencing format?
Are you ensuring that there are no spelling mistakes?
Is your report grammatically correct, clear, and well-organized?
Is your video well-lit and audible?