project help2

Hilton Hotels will be the firm

INSTRUCTIONS

Each student will select an existing firm and evaluate its consumer behavior awareness by performing a consumer behavior audit for that firm. The firm’s business may be either product or service oriented, and may offer a single product/service or multiple products/services.

Be sure to design your data collection instrument in a manner that shows respect for the time of your respondents.

REQUIREMENTS

Each student will give include a PowerPoint presentation of findings and recommendations.

A formal written paper (12-15 pages) is also due. The paper should detail the process of the audit, the findings, conclusions and recommendations. The following outline will be followed:

Cover Page – Consumer Behavior Audit, Name of Company (Hilton Hotels)

Table of Contents

I. Introduction

II. Market Segmentation

III. Product Position

IV. Pricing

V. Distribution Strategy

VI. Promotion Strategy

VII. Product

VIII. Customer Satisfaction and Commitment

IX. Conclusion

X. References (text, internet web sites, company personnel interviews, correspondence, periodicals, etc.)

XI. Appendices (interviews, survey, promotional materials, etc.)