Phase 1: includes (basics of marketing and chapter 1)

 Executive summary (About the company and the product).

 Customer segmentation:
o Demographic (gender, age, family lifecycle, income, occupation, Race,
Education, Family size, social class, Marital status).
o Geographic (Region, City size, Density).
o Psychographic (lifestyle, personality, values).
o Behavioral (occasions, Benefits sought, user status, usage rate, Loyalty,
Readiness stage, Attitude).

 SWOT Analysis.
 Marketing Mix (4Ps): product, price, place, promotion.
 Company objectives.
 Marketing objectives.
 Competitor analysis (Direct & Indirect).
 Micro-environment (Suppliers, retailers, customers, competitors, intermediaries).
 Motivation and need.
 Maslow’s Hierarchy of needs.
 Involvement types.
 Types of buying decision behavior (slide no 10) (Complex, dissonance-reducing,
habitual, variety-seeking) other types (Habitual, limited decision making, extensive
decision making, impulse buying)
 Diffusion of innovation.
 Types of buyers: (opportunist, dealer, creative, trader, negotiator).
 Perceived Risk.
 Heuristics (co-variation, country of origin, familiar brand names, higher prices)
 stages in consumer decision making process

Phase 2: includes (chapter 2, 7, and 8)

 Cultural influence (Egyptian culture) (chapter 2)
 Globalization (Four major world citizens)
 Egyptian’s core values
o Other-Oriented Values
 Individual/Collective
 Youth/Age
 Extended/Limited Family
 Masculine/Feminine
 Competitive/Cooperative
 Diversity/Uniformity
o Environment-Oriented Values
 Cleanliness
 Performance/Status
 Tradition/Change
  Risk taking/Security
 Problem solving/Fatalistic
 Nature
o Self-Oriented Values
 Active/Passive
 Sensual gratification/Abstinence
 Material/Nonmaterial
 Hard work/Leisure
 Postponed gratification/Immediate gratification
 Religious/Secular
 Hofstede Cultural Dimensions

 Nonverbal Communications
Time (Mono-chronic/Poly-chronic), space, symbols, relationships, agreements, things,
and etiquette.
 Egyptian Sub-cultures
 Egyptians’ common rituals, traditions, Myths and their relation to your product.

Group influence. (Chapter 7)

 Reference group influence (choose)
 Membership
 Strength of Social Tie
 Type of Contact
 Attraction
 Believes, values, unique jargons
 Types of Reference Group Influence (choose)
 Informational Influence
 Normative Influence
 Identification Influence
 Are they online group or offline, or both?
 Reference Group Influences on the Consumption Process (Consumption Vs necessity Vs
reference group Table)
 Communications within Groups and Opinion Leadership
 WOM (offline or online?)
 Opinion Leaders (who are the opinion leaders for the target audience?)
 One step flow vs two step flow communication Model
 Market Mavens, Influentials, and e-fluentials (who are the influencers that the
target audience like and interested in?)
 Marketing and Online Strategies (Advertising, product sampling,
retailing/personal selling, creating buzz)
 Adoption Process and Extended Decision Making

 Diffusion of innovations (Fast diffusion/ slow Diffusion)

 Nature of Perception (chapter 8)

 1) Exposure (selective exposure or Voluntary exposure)

 2) Attention (Stimuli factors, Individual factors, Situational factors)

A-Stimuli factors:
-Size, intensity, Attractive Visuals, Color and Movement, Position, Isolation,
Format, Contrast and Expectations, Information Quantity.
B-Individual factors:
-Motivation (interests and needs).
-Ability (capacity of individuals to attend to and process information. Ability is
related to knowledge and familiarity with the product, brand, or promotion).
C-Situational Factors:
-Clutter represents the density of stimuli in the environment.
-Program Involvement refers to how interested viewers are in the program or
editorial content surrounding the ads (as opposed to involvement with the ad or
brand).

 3) Interpretation (how we comprehend and make sense of incoming information)

How the target audience interpret the message of the Ads.
How the Brand used colors, fonts, appeals, packaging, etc…..to send a certain message
for the target audience and how the target audience understand and interpret it.
Phase 3 includes (chapter 9, 10, 11)
Learning and Memory:

 Discuss how your product fits in both memories (long and short)
o Discuss how you plan to embed your product in the long-term memory
o Discuss how you plan to embed your product in the short-term memory
 Choose whether you will choose to plan your strategy based on conditioning learning or
cognitive learning or both, and provide a deep explanation for your rational.
Motives:
 Apply McGuire’s psychological motives to the chosen product.
 Critically Explain the motivational conflict, on which your product will be based on in
your marketing strategy.
 Critical analyze the personality approach, you wish your product falls under in your
targeted consumers.
Attitudes:
 Critical explain how your product applies to the three attitudes components (cognitive,
affective, and behavioral), in addition to discussing the changes that each attitude
component is prone to, based on the product, the industry and the target audience.