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Self-Driving Cars - volvocars.com/au (2016) says that there are already self-driving Volvos on the road in Sweden and in 2017, there will be over 100 on public roads, and this will continue to grow. This trend will be crucial to car insurance companies as it will alter the way insurance is provided, calculated and it could make it more difficult to prove which vehicle is in the wrong.
 
Demographic Trends
 
Cars in Victoria - The Australian Bureau of Statistics (2011) states there were a total of 1,944,688 motor vehicles in Victoria. Car insurers need to keep abreast of current trends and ensure ease and simplicity when dealing with consumers and insurance.
 
SECTION 2: SEGMENTATION FRAMEWORK 细分结构
 
CONSUMER CHARACTERISTICS
 
In this section, we recommend a way that AAMI could segment their market so they can have more targeted marketing.
 
There are many things a consumer will look at when deciding on a car insurance company. Global Reviews regularly conducts research into how a consumer purchases car insurance, and posted in May 2015, that 71% of consumers had a brand in mind before beginning their research, only 34% of these consumers still preferred that brand at the end of their research. However, AAMI was the clear leader in an unprompted recall at 73%. The research found that 74% are current customers when they choose a car insurance policy. Lamb (2013) says that goods and services that are purchased regularly are associated with routine response behaviour, showing that those who already have a policy with AAMI are more likely to continue to renew their policies with AAMI.
 
A trusted brand is also a high priority when deciding on car insurance. The research shows that 53% trust the brand they chose (globalreviews.com 2015) and Lamb (2013) says that when consumers don't want to have to 'think' too much about a purchase decision, they often revert to known and trusted brand names.
 
Based on the secondary research, two different consumer characteristics have been identified that are important in the car insurance category.
 
Characteristic
 
Type of segmentation
 
Description
 
Why is this characteristic important to AAMI?
 
Lifestyle - How much time spent searching for car insurance
 
Psychographic
 
This relates to how much time consumers are willing to research different car insurance deals.
 
This impacts how likely a new customer is to find Aami appealing and how likely an existing customer is to find a better deal elsewhere.
 
Personality -
 
How loyal they are to a certain company
 
sychographic
 
This relates to how often a customer is willing to change insurance companies.
 
This impacts how likely a customer is to switch insurance companies if a better deal is found.
 
Table 3. Consumer Characteristics of importance to car insurance purchase decisions
 
SEGMENTATION FRAMEWORK
 
Based on these two key characteristics one way that AAMI could segment their market into the following four segments:
 
How much time is spent researching
 
Little to no time researching
 
Extensive researching
 
How loyal they are to a certain company
 
Very loyal
 
Customers for life
 
This segment contains customers which either do not have time to research or are not interested in researching different insurers due to loyalty to their current company.
 
Great if you are their current company but difficult to get across from somewhere else.
 
Knowledge is power
 
This segment contains customers who have the time and drive to research different companies but who prefer to stay with their existing company.
 
They are more likely to try to get a better deal with their current insurer than switch.
 
Not very loyal
 
Only if they have to
 
This segment contains the customers who know they need insurance but don't waste time thinking about the details. They may perform a basic search and go with the insurer they notice first.
 
Flashy adds will draw their attention.
 
Simply the best…. for less
 
This segment contains the customers who will spend as much time as needed to search for the very best deal no matter who it is from.
 
Having the details which set you apart from competitors on your website is key for these customers.
 
Table 4. Proposed segmentation framework for AAMI.
 
SEGMENT PROFILES
 
The following information has been used to roughly estimate the size of each of these segments. In order to more accurately determine the segment size and segment profile, AAMI would be required to conduct further research with consumers.
 
Generation Y is the most under-insured generation, with a World Insurance Report showing only 36 per cent, compared to 52 per cent of others (Han 2016)
 
Studies indicate, 86 per cent of Australian consumers would only consider between one to three insurers when selecting their next policy (Martin 2016)
 
A survey showed only 15 per cent of respondents believed it was essential to find the cheapest product (Myth vs Reality The Expectation Gap in the ANZ Insurance Industry 2016, p 4)
 
A survey also showed that Australian insurers have retention rates of more than 50 per cent across the board (Myth vs Reality The Expectation Gap in the ANZ Insurance Industry 2016, p 7)
 
DESCRIPTION
 
Shrink
 
With more information on competing products being in social media this segment is expected to shrink.
 
Grow
 
With more ways now available for consumers to customise their insurance or barter with companies this segment is expected to grow.
 
Constant
 
Some behaviours will never change, time poor or uninterested consumers will always be a constant overall in any industry.
 
Grow
 
With more ways for consumers to easily find information on different companies it is expected that this segment will grow.
 
Purchase behaviour
 
They are not likely to seek out new insurers but would have no choice but to hear about new products through social media
 
They want to make the best purchase decision but also believe that staying with one company is beneficial.
 
They will make quick decisions on insurance if they feel they need to have it even though they don't really want it
 
They will conduct thorough research to find the best deals available. Price and product is their drive, not brand loyalty.
 
Brand Preference
 
This group prefers well- known brands as they are more trusted and seen as a good choice for the long term, once they find an insurer they stick with them.
 
This group also prefers well-known brands for the same reasons but are likely to switch between the big 4 or 5 insurers when necessary.
 
This group has no specific brand preference. They may choose based on the insurers used by people they know or by which insurer comes up first in their low level of research.
 
This group has no brand preference. It is not guided by friends and family insurers either. They go with whomever has the best deals in their eyes.
 
Potential Profit
 
Moderate
 
At the moment the profit made from this segment would be high due to retention rates. However, with the segment set to shrink, potential future profit will decrease.
 
High
 
If Aami can get the correct product mix to appeal to price conscious buyers Profit will increase from these consumers, they prefer a big brand name like Aami.
 
Moderate
 
Once insured they are less likely to switch, the battle is getting them in the beginning, once with Aami they should be life-long customers. Flashy advertising is needed.
 
Low
 
This segment is always looking for better deals, if Aami aren't the cheapest in the industry these customers will switch. This doesn't work with AAMI's customer service image.
 
 
 
 
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