I really need help on part 7 of this marketing project. I have chosen drunk driving but do not know how to go about the benefit-cost impact at all.

In this project you will prepare a consumer/market analysis and a set of recommendations based on your analysis. While the course material can be applied in different ways, this project will be focused on influencing consumer behavior on a social issue. Kotler and Zaltman (1971) introduced the term "social marketing" as the use of marketing skills to help develop current social action efforts into more effectively designed and communicated programs that will elicit desired audience response. For an introduction to social marketing, read Fox and Kotler (1980), "The marketing of social causes: The first 10 years" in Journal of Marketing. Imagine that you work for a consulting firm that specializes in consumer behavior research. You have been hired by the local or national government to collect and analyze consumer data on the behavior of consumers on a particular social issue. Your customer is expecting specific recommendations on how to influence behavior in this area. The purpose of the project is to bring you face-to-face with consumers and make your own discoveries as you apply what you have learned. Developing the Consumer/Market Analysis: 1. Select a social issue: Drunk driving, texting while driving 1. Conduct research: Collect and analyze actual consumer data to evaluate consumer behavior in this area. You can use a variety of interviews, surveys, observations, or textual analysis. Relatedly, you can use and analyze content you see on public social media outlets (eg. YouTube, Snapchat, TikTOk, etc. Just be sure that you are using publicly posted social media that is accessible to any internet user). Your primary research should be supported through appropriate use of secondary sources. 2. Make recommendations: Based on your research, develop a thorough list of recommendations related to marketing strategies, segmentation and targeting, and the marketing mix (price, product, place, and promotion) as it applies to social marketing. Project Presentations: This assignment consists of a PowerPoint presentation. You can also use google slides if you prefer. First make your presentation then open a Zoom meeting, share your slides on your screen, and then give your presentation as a recorded presentation. Presentation: You will have 15 (maximum) minutes for the presentation. Where possible, make the presentations interesting and colorful, showing relevant visuals. However, this is meant to augment the content of your presentation and is not a substitute for it.

Project Outline and Grading Sheet I. Introduction. (6 points) Begin with an introduction of the chosen social issue and why you think it is intriguing/important. Begin in a compelling way- citing key statistics, an important quotation, etc. What is your research question(s)? II. Data Collection Methods (6 points) What was your plan for collecting data? Were you planning to use interviews, surveys, focus group, observations, or textual analysis? (Expect to conduct at least 3 interviews, as well as use at least one other data collection method). How do your methods connect to answering your research question? Who is in your intended sample and why? III. Secondary Research (10 points) Summarize your secondary research. This can include information from a governmental or organizational website, newspaper articles, relevant statistics, and so on. What academic papers/books have already been written on this topic and how does your work build on these? Position your work in the existing literature. How does your work build on the research that has already been done? Be sure to properly site, using a References section at the end of your report (which comes immediately before the Appendices). IV. Primary Research Findings (14 points) Summarize who you interviewed/surveyed. What did the demographics end up being based on your intended sample? What were some of the highlights from interviews/ surveys? What were some of the insights you gained by talking in greater depth with consumers? Give examples from these using specific key quotations and/or figures from survey results. Observations/Textual Analysis. If you used these methods, report your findings. V. Discussion (14 points) This is a summary and discussion of your major findings from your data collection. What were your most significant findings? Speak back to the secondary sources and other articles you referenced. Do your findings corroborate previous research and what you expected? What were the surprises that are of relevance for answering your research question(s)? VI. Current Picture (4 points) What have you learned about consumer behavior in this area? What are the biggest challenges in consumer behavior changing on this social issue? VII. Marketing Strategy Recommendations (26 points) A. Segmentation and Targeting What are your recommendations regarding how the market should be segmented and which segment(s) should be targeted? Show a consideration of the benefit-cost impact of targeting different segments.

B. Defining the Behavior Change Clearly define the behavior that you are trying to change. In social marketing, the desired behavior can be thought of as the "product" being marketed. What should the short and long-term goals be? C. Product Development What existing or potential products could make it easier for people to adopt the desired behavior? D. Price/ Incentives Which costs (consider all types) can be adjusted to increase value for consumers? How? What specific incentives could increase the level of motivation? E. Place/ Facilitation How can it be made easier for consumers to adopt the new behavior? What convenient and attractive response channels can complement the communication channels? In what ways can maintenance of the behavior be facilitated? F. Promotion/ Social Communication Are the current sources, messages, and mediums connecting with consumers? Make specific recommendations on each. VIII. Conclusion (6 points) What is the answer to the research question(s)? What have we learned as a result of the consumer research you have done? How are your findings and recommendations of wider interest and generalizable to other consumers/public policy makers/managers? IX. Limitations and Future Research (4 points) What are some of the limitations in your methodology and findings? What are extensions for future research? References Appendices (4 points) Appendix I. Interview Questions Appendix II. Interview Transcripts (Single spaced, 8 or 10 point font) Appendix III. Survey Questions (If Applicable) Appendix IV. Survey Results and Additional Figures (If Applicable) Appearance (6 points) Guidelines: Opening, introductory slide, complete sentences. Make sure your slides are visually appealing and use visual images appropriately. Spelling, Grammar