Week 4 Tutorial

Agenda: Learn How

To Find Customers!
1- A Preview of ‘Chapter 4 –
Identifying Customers’,
An Open Forum, & Online +
Breakout Rooms Activity.
2- Important announcements
3- Critical Thinking Module:
Part 3-‘Harvard WesternSydU
Referencing Style’ Workshop.
 1- Chapter 4:
Identifying Customers
1- A 5 Minutes Preview of Chapter 4
LO 4.1- Understand the target marketing concept
Mass marketing, 1:1 marketing, …., Target marketing process,….etc.

LO 4.2- Identify market segmentation categories, variables, …etc.

Geographic segmentation, demographic, Psychographic, …..etc.

LO 4.3- Select specific target markets based on potential segments

Sales potential, competitive situation, cost structure,…etc.
LO 4.4- Understand how to effectively position an offering to a target
market & develop appropriate marketing mix
Determine position for each segment ‘Perceptual mapping’, and,
determine marketing mix for each segment

Remember - You must read the chapter!

 
 Chapter 4:
Identifying Customers
2- An Open Forum:
(LO 4.1- 4.4) Time to take a closer look at
the ‘Target Marketing Process’.

* S = Segmentation
* T = Targeting
* P = Positioning

Note: Your team’s ER project needs STP !

 
Segmenting consumer markets
• Segmentation Variables: are characteristics that
buyers have in common and fall into four broad
Categories:
1- Demographic
2- Geographic
3- Psychographic
4- Behavioural.
• Effective segmentation involves choosing
segmentation variables that are easy to measure
and readily available, and linked closely to the
purchase of the product in question.
 Targeting strategy
The choice of an appropriate targeting strategy
depends on:
1- Understand size and attractiveness of market
segments i.e. Sales Potential, Competitive
Situations, Cost Structure.
2- Assessment of organisation ability to service
and compete for chosen market segments
 Positioning: a 2 step process
1- Determine how the company wishes to
be perceived in the target market segment.
2- Develop an appropriate marketing mix
strategy for each segment of the target market.
 An example of a Perceptual Map
LO 4.4 Post your answers on Chat

Q- Name the brand with

1- Lowest Quality & Price? 2- Highest Quality & Price? 3- Lowest Price & Highest Quality?
4- Lowest Quality & Highest Price? 5- Moderate Quality & Moderate Price?
 Chapter 4:
Identifying Customers
3- Breakout Rooms Activity:
(LO 4.2) Pretend you are a team of marketers for BMW!
* Identify the Target Market for the BMW X5 luxury SUV,
pictured above, priced at only $99,990.
* Apply the 4 segmentation categories, see below, and list
only 2 behavioural variables per category.
1- Demographic 2- Geographic 3- Psychographic 4- Behavioural

*Post your room answers on one chat!

 
 2 – Important
Announcements

1- Knowledge Test1-This week

ENTERPRISE,
INNOVATION AND MARKETS
Referencing Business Resources
Referencing – the final link in critical thinking

Part 1 - Searching for Information

Part 2 - Critical analysis and writing

Part 3 - Referencing: In-text citation & Reference List

Applying the Harvard WesternSydU Referencing Style
& Reference List’.
In text citation

In text citations are required whenever I use the words, research or ideas of another person.

Reinforce your argument

Showing whose words and ideas you are using to reach a conclusion, reinforces

TRUE your argument and gives it weight.

Demonstrate that you have read broadly

Your reader expects that you have read the relevant literature and understood
the material.

FALSE Give proper credit to the original authors

When you write an assessment at university, you are contributing to the
conversation.
In text citation

Which is the correct style for in text citation?

A - Pickard (2013) states that information redundancy is responsible for researcher error.

B - Researcher error is the main reason for exiting the field (Pickard 2013).

Both are correct

You can use the author’s name in a sentence OR state their findings as fact and provide a citation.

You must include a page number if you are directly quoting.

In text citation
True or false?

I can use an online Harvard style generator for my citations and reference list.

TRUE

FALSE
In text citation
True or false?

FALSE
Harvard Western SydU style has certain details that make it
different from HARVARD style.
Much like your assessment work, your referencing should
be constructed, not copied and pasted.
The guide and iCite tool gives you exact instructions for
sequencing, italics and capitalization.
The guide and iCite is available at

https://library.westernsydney.edu.au/main/guides/referencing-citation
Reference an online textbook
In-text citation – Author and date Page 3

Amaeshi, Nnodim & Onyeka (2012) discuss Corporate Social

Responsibility in the context……

OR

…while recognising the interests of its stakeholders(Amaeshi,

Nnodim & Onyeka 2012).
Reference an online textbook
In-text citation – Direct Quote Page 3

Amaeshi, Nnodim & Osuji (2012, p.99) state that the “level
of engagement exceeds industry expectations” …

OR

….”necessary to engage their audience”(Amaeshi, Nnodim

& Osuji 2012, p.99).
In-text citation review
Find three errors

The Fair Work Commission discusses the advantages of proactively addressing a poor workplace culture and the
employer’s obligation to treat their employees respectfully and ethically. It is expected that all levels of
management reflect the values of the organisation in their interactions with their employees and take adequate
steps to build a positive culture.

Ethical behaviour for a business is defined by Wilson and Haines (2016) as “the standard of ethics by which
conduct is judged”. A company’s ethical practice creates a positive workplace culture and is central to its ability to
attract and retain high performing staff (Jackson, P. 2017). To correct a negative workplace culture, it is necessary
to understand the role that static or transactional leadership plays in suppressing a culture of innovation and
transformation.
In text citation review
Find three errors No citation. Your reader doesn’t
know what source you are using.
Fair Work Commission (2019)

The Fair Work Commission discusses the advantages of proactively addressing a poor workplace culture and the
employer’s obligation to treat their employees respectfully and ethically. It is expected that all levels of
management reflect the values of the organisation in their interactions with their employees and take adequate
steps to build a positive culture.

Ethical behaviour for a business is defined by Wilson and Haines (2016) as “the standard of ethics by which
conduct is judged”. A company’s ethical practice creates a positive workplace culture and is central to its ability to
attract and retain high performing staff (Jackson, P. 2017). To correct a negative workplace culture, it is necessary
to understand the role that static or transactional leadership plays in suppressing a culture of innovation and
If you quote directly from a
transformation.
source, you need to include a
page number.
Your citation should only contain Wilson and Haines (2016, p.99)
the author’s surname and year
published. No first initials.
(Jackson 2017)
Linking the citations to the reference list
Amaeshi, Nnodim & Osuji ( 2012, p.99) state that value All resources cited in
is an individual’s perception of the ratio between quality the text are required in
and price. The customer evaluates the benefits of what
they received in relation to its price and its perceived the reference list.
benefit. However, value is constantly evolving and is
often considered as part of a lifelong relationship
between the product and customer (eds Garlin et al.
2018). Amaeshi, K. Nnodim, P & Onyeka, O 2012, Corporate
social responsibility, entrepeneurship and innovation,
Routledge, London, viewed 24 October 2019, Proquest
eBook Central database.

All resources in the Garlin, F, Hayek, J, Mariyani-Squire, E & Spanjaard, D

reference list should be (eds) 2018, Enterprise innovation and markets 5e, 5th
edn, Wiley, Melbourne, viewed 11 December 2019,
cited in the text. ProQuest eBook Central database.

Arrange your reference list in

alphabetical order.
Reference an online textbook
Reference list entry Page 7

Not required if
it is 1st edition Amaeshi, K, Nnodim, P & Onyeka, O 2012, Corporate social
Routledge,
responsibility, entrepreneurship and innovation,
London.
Reference an online textbook Page 9
Reference list entry

Amaeshi, K, Nnodim, P & Onyeka, O 2012, Corporate social

responsibility, entrepreneurship and innovation, Routledge,
London, viewed 24 October 2019, Proquest eBook Central
database.
Intext Citation -Prescribed Textbook
Page 7

Garlin et al. (eds 2018, p.99) state that the “level of

engagement exceeds industry expectations” …

OR

….”necessary to engage their audience” (eds Garlin et.al

2018, p. 99).
Reference the Prescribed Textbook
Page 7

Garlin, F, Hayek, J, Mariyani-Squire, E & Spanjaard, D (eds)

Melbourne,2018,
Enterprise innovation and markets, 5th edn, Wiley,
viewed 24 October 2019, Proquest eBook Central database.
Reference a website
Page 16

Gilfillan, G 2015, Statistical snapshot: small business

Employment contribution and workplace arrangements,
Parliament of Australia, viewed 18 December 2019,
<https://www.aph.gov.au/About_Parliament/Parliamentary_
Departments/Parliamentary_Library/pubs/rp/rp1516/Employ>.
Reference a company website – organisation as author

Author: Samsung
Date: none
Title: Top selling products
Source: It’s the same as the author, so we don’t include it again.
Viewed date: Today’s date
URL: web address

Samsung n.d., Top selling products, viewed 18 December 2019,

<https://shop.samsung.com/au/top_selling_products>.

In text citation:

(Samsung n.d)
Referencing Quick Tips