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Marketing Paper on Atlanticrider.Com

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Submitted By boskey
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Assignment 1 (Case Analysis)

Before beginning Assignment 1, be sure to read the Hints for Preparing Assignments page. A link to this page is also located in the Evaluation block on the course homepage.

Due: After you have completed Lesson 8

Weighting: 15% of the final grade

Assignment 1 Instructions

Your first assignment is an analysis of the AtlanticRider.com case. A link to a PDF of this case is provided on the Assignment 1 page. Once you have read and analyzed the material, answer the Assignment Questions that follow these instructions. Do not answer the questions at the end of the case.

Answer the questions fully and provide support for your answers by making reference to information from the case or in the textbook.

An approximate length guideline for this assignment is 4 to 5 double-spaced pages, with 1-inch margins and a 12-point font.

Your assignment must not exceed 6 double-spaced pages. If it does, your assignment may be returned to you unmarked.

If you are not sure how to analyze the case and edit your answers down to the maximum length, please contact the Student Support Centre for assistance.

Assignment Questions (total marks 30)

1. What is the nature of the market segment(s) served by AtlanticRider.com? To which VALS group(s) would the typical AtlanticRider.com member fit? Based on the services offered on its site, how well does AtlanticRider.com serve its market segment(s)? (10 marks)

2. Management is considering finding an endorser for the site. What celebrity endorser do you think would be most effective at drawing new people to the website? What cartoon character (existing or new) would be most effective for the task? (For the purposes of this question only, assume cost is not an issue.) (4 marks)

3. There are five types of risk (textbook, Figure 9-5, p. 259). Assume Rick is a 55-year-old teacher who has just moved to New Brunswick for his health. He is considering taking up horseback riding for the first time. He goes to AtlanticRider.com for information. Although not normally an impulsive man, he decides to buy a horse and equipment and start riding lessons. Describe which of the types of risk apply to his situation. (10 marks)

4. Based on how the site was described in 2004, what would you recommend AtlanticRider.com do to overhaul its website? (6 marks)

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Marketing Paper on Atlanticrider.Com

...Consumer Behaviour Assignment 1 (Case Analysis) 1. What is the nature of the market segment(s) served by AtlanticRider.com? Atlanticrider.com describes itself as “Atlantic Canada's most comprehensive online resource for the horse enthusiast: news, events, classifieds, forum, and directory!” Its market comprises primarily horse owners, along with the people who work with, ride and love horses. In terms of the demographics of the market segment AtlanticRider.com is targeting, the bulk of horse owners are mature adults aged between 40-50. This is the most frequent age to own a horse for two main reasons: this age group is more able to afford the cost of owning/maintaining a horse compared to younger generations and people between 40-50 are still physically fit, able to ride a horse, unlike the majority of the older generations. Also the majority of horse owners are women (77% of the market). Horses may be for personal use or use by children or other family members, however AtlanticRider is targeting primarily owners since this segment has the financial resources of interest to advertisers selling horses, horse gear or services. Most horse riders in Canada live in rural areas, e.g. Saskatchewan, BC, and Alberta. These provinces are filled with mountains and nature, which align with a horse’s natural habitat, more than provinces like Ontario and Quebec, although these provinces also have forests and open land. Further, the cost of owning, sheltering and taking care of horses...

Words: 1785 - Pages: 8