澳洲代写 MME101 Business Academic Skills
Assignment 1 - Research Report
Week 7 –澳洲代写 Monday 22 April 2013, no later than 17:30 – ELECTRONIC COPY ONLY, via the
10 marks (Assessment value: 10%)
1,000 (+/- 10%) (Does not include title page, table of contents and reference list).
GENERAL PURPOSE OF A RESEARCH REPORT:
When you graduate and start your professional career, you may be required to write reports. These reports will
require well-researched information. Reports assist senior managers to make appropriate decisions. Report
content is expected to be accurate, reliable and verifiable. Your information is obtained from up-to-date sources,
objectively presented and referenced correctly. Some reports you write will be descriptive and contain
information. Other reports you write will include your own analysis and comment based on the arguments you
BACKGROUND: Marketing, as a profession, has undergone many changes over recent decades, but primary
principles are still present. When the focus shifted in the West from a production-orientation to a consumer-
orientation, the reasons why goods and services were being produced also changed. The consumer focus means
that the needs and wants of individuals must be satisfied. Marketers have had the job of bringing buyers and
sellers together in a market in order for exchanges to take place, for an agreed value. The challenge for marketers
has been to deal with this process in increasingly competitive, demanding markets. Marketers however need to
deal with familiar human drives in constantly innovative and creative ways.
Write a formal research report on the following topic:
Modern marketing techniques or strategies are responses to how consumers try to
satisfy their needs and wants.
Present your research report by addressing the following:
• Describe and explain THREE (3) reasons why marketers need to develop techniques or
strategies that deal with how consumers behave (in satisfying their needs and wants). You must
refer to the compulsory article by Clemons and other relevant sources.
• Describe THREE (3) techniques or strategies that marketers can apply in response to how
consumers behave. You must refer to Clemons and other relevant sources.
• Define ‘Portfolio Analysis’ and ‘Market-product Analysis’ and explain how these can affect the
ways marketers respond to consumer behaviour. Refer to at least two sources.
• Recommend one way that marketers should respond to consumer behaviour. This should be
based on your INFORMED opinion, so provide a reason for this recommendation. Your opinion
must derive from your research, so citing a source would be beneficial.
MME 101 Business Academic Skills Assignment 1 Research Report – Tri 1 2013
These articles provide the basis for your research report and so MUST be used in the report.
Clemons, EK 2008, ‘How information changes consumer behaviour and how consumer
behaviour determines corporate strategy’, Journal of management information systems, Fall,
vol. 25, no. 2, pp. 13 -40. Academic Search Complete (AN 34879420).
McDermott, J 2013, ‘Blackberry is no longer just for the suits’, Advertising Age, Feb. 11, vol. 84,
no. 6, p. 20. Academic Search Complete (AN 34879420).
• Clemons and McDermott must be used in Assignment One
• McDermott will have been use in Folio 1
• Clemons must be used in Assignment Two
Then read more widely on the topic of how marketers today respond to how consumers behave in
relation to their needs and wants. Additional articles have been provided in Moodle. These should be
read before you begin a search for other sources. Please note, DO NOT RELY on one or two sources for
information. In fact, you will end using VERY LITTLE from each of the sources! This is the nature of
Sources must include at least four (4) academic/scholarly references for this assignment, including the
compulsory articles. You must use Deakin databases to research your report. All sources must be
properly referenced and cited. Sources must have been written in the 21st century but since the year
2002; the more recent the better. Use of out-of-date sources will be penalised.
Other non-academic sources are not to be used; in particular, do not use Wikipedia, MySpace, YouTube,
blogs or any other unverifiable non-academic sources.