21 May IDENTIFY THE STEPS OF AND THE FACTORS THAT AFFECT THE CONSUMER BUYING PROCESS
Assignment 1
Below are the details for Assignment 1. Please read the instructions. If you have any questions, please
contact the Professor prior to submitting the assignment.
Remember, this assignment counts for 10% of your final grade.
Purpose
The purpose of this assignment is to analyze a case situation in order to recognize and apply marketing
concepts. This assignment supports the following course learning objectives:
Understand how to formulate a marketing strategy and plan
Understand the role of social and mobile marketing
Analyze the marketing environment
Identify the steps of and the factors that affect the consumer buying process
Identify the different segmenting methods
Assignment Instructions
Work alone
Read The Situation below
Submit your responses to the follow up questions no later than 11:59 pm on October 5, 2014 using
the link to Assignment 1 in the Assignment Drop Box
IMPORTANT NOTE: This assignment is formatted in a quiz format.
o Read the entire case first using the link to Assignment 1 in the Course Content, Week 6
folder.
o Then, when you are ready to submit your responses, continue to the Drop Box. Click on the
Assignment 1 link and then click continue
Refer to the course syllabus for information about late submissions or re-submissions
Grading Rubric
There are 15 questions. Each question is worth approximately 6.67 pts for a total of 100 pts for the entire
assignment.
This case was developed in conjunction with the Coke Zero case study in Marketing, 4e by Grewal
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