Reduce Marijuana Consumption Among College Students
Please use the topic ” How to reduce marijuana consumption among college students” to write this paper. As part of this course, you will be required to complete a project in which you select a particular consumer-related topic and a) analyze it based on the content we cover in the course and b) propose a marketing strategy to address the issue/problem. The topic you identify should include a consumer (e.g., teenagers) and a product category / brand (e.g., e-cigarettes), as well as a marketing objective (e.g., how to reduce vaping). The first part the project includes your creative analysis of the basic consumer issues involved in the marketing topic you are addressing. Here is your opportunity to apply many of the concepts, models, and theories we discuss during the semester (e.g., knowledge and involvement, memory, attention and comprehension processes, affect, attitude formation, problem solving, behavioral changes, cultural and social influences, etc.). What are your suggestions for using these concepts to help marketers to study, understand, and explain the basic consumer behavior issues for the topic you identified? For example, if your topic is examining teenagers and e-cigarettes, and your marketing objective is to reduce teenage vaping, then you should examine e.g., what role knowledge and involvement play in teenagers’ decision to vape; what are their attention and comprehension likely to be like when processing anti-vaping information; how are teenagers’ attitudes towards vaping constructed; how do teenagers make the decision to vape; what roles do cultural and social influences play in teenagers’ decision to vape or not to vape, etc. Feel free to consult outside sources (e.g., online academic or business articles), but be sure to cite and reference these properly to avoid plagiarism. The second part of the project includes your creative suggestions for developing marketing strategies to achieve your marketing objective. These strategies might involve aspects of segmentation, targeting, and positioning; advertising, sales promotion, pricing, distribution, product features, branding, etc. These strategies should be based on the analyses of consumer issues identified in the first part. That is, given the consumer psychology topics you discussed in the first part, what strategies can marketers put in place to achieve the marketing objective (e.g., reduce teenage vaping)? The topic you choose should meet the following requirements: It should be a consumer behavior phenomenon related either to the acquisition, consumption, or disposal of a product or service. It can focus on increasing consumption (e.g., sell more Red Bull; reposition Adidas) or reducing consumption (e.g., of cigarettes, sugary Pepsi). It should have managerial or public policy relevance. That is, it should increase our understanding of an aspect of consumer behavior in ways that can benefit firms and/or consumers. The project write-up should but around 10 pages, double-spaced.
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