29 Jun Consumer and Organizational Buying Behaviour
Question
2.2: Consumer and Organizational Buying Behaviour (20 marks)
Suggested time: 2 to 3 hours
Length: Please write your response in essay format and in point form as appropriate and limit your response to 2 pages using 1.5 line-spacing.
Assessment: This part of the assignment will be assessed using the following criteria:
The extent to which the answer provides comparison and contrasts and is able to illustrate how the model applied or did not apply in this situation.
Depth of insight with respect to the implications for sales and marketing.
In this module, you learned that consumers and organizations go through a progression of steps as they make purchase decisions.
Describe your decision process for each step in the consumer decision-making process when deciding to purchase an Apple iPad (http://www.apple.com) (5 points)
How does your consumer decision-making process for an Apple iPad compare with the model illustrated in Figure 5.5 in the textbook on page 164? (5 points)
With respect to Figure 2.1, the FCB Grid discussed earlier in this module, what type of decision is your decision to purchase an Apple iPad? Explain why your decision is a high/low involvement and a think/feel decision? (5 points)
Assuming the consumer decision-making process is typical and that competition in the tablet market continues to increase, what are five sales and marketing implications for Apple to increase their chance of success in selling to a consumer like you? (5 points)
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