LO1. Demonstrate understanding of fundamental marketing concepts. LO2. Apply marketing theory to business situations.

LO3. Explain ethical considerations in marketing.

Scenario

You are a marketing assistant for a marketing agency located in Surry Hills

You have been asked to conduct a market & industry analysis and understand the target audience boost.

As part of the marketing process, you need to research different types of data using a variety of sources to understand the consumers behaviour of your clients target maker. What are it's consumers need and motivations and what influences them in

their purchasing decision

You will be required to create a buyer persona for business using at least ten (10) segmentation variables (demographics, geographics, psychographics and behavioural elements). [Your business may target more than one market and if so, focus on what you think is the largest target market.]

A buyer persona is a description of an individual from a specific segment and assists marketers to create marketing strategies whether it is a new promotion, a new product, a new pricing strategy or any strategic marketing tactic.

Your buyer persona must include:

• -Name, picture of the buyer, DOB, profession and income of the buyer;
• -Bio of the buyer;
• -Brand preferences;
• -Communication channels utilised;
• -Aspirations, lifestyle;
• -Any additional factor that you find relevant to the brand of your choice.