Assessment instructions: Each answer should be in a short essay format the font that has been selected is Arial narrow - size 11, single-spaced. Students should restrict their answer to one page per question with a new answer on each page. Once completed [refined and proofread] the mid-semester case study should be uploaded to Blackboard - no later than 09/05/2018 at 23:59.
There is no need to in-text reference the e-book, however, all other sources should be appropriately referenced. WARNING: It is your responsibility to take appropriate steps to save and protect your work with regular back-ups.
The following assessment scenario is designed to enable students to provide context to their answers. The scenario is fictional and students may improvise to better demonstrate their knowledge.
Students may find it necessary to discuss the buyer decision process with someone more experience [you may even visit a car yard to ask for advice].
Assessment scenario: Gino, Brett, and Alex have been mates since school. A couple of times a year they get together to watch an AFL game and have a bar-b-que and a few drinks. Gino and Alex are passionate Eagles supporters; however, Brett is a Richmond supporter - just like his Dad and Grandad. They all wear their club colours. Gino is a plumber and Brett is an electrician - Alex refers to them, like many Australians, as 'tradies'. Alex works in an insurance brokers office a 'pen pusher'. As is the nature of Australian humour there is a fair bit of banter between the three mates. Gino and Brett have 4X4 utilities; this allows them to meet both their private and work needs.
During the half-time break the conversation turned to what vehicles they would purchase next. Alex has little choice as he has a work vehicle at the moment it is a Toyota Camry Hybrid - he has little say in this choice. If he did it would be the new Ford Mustang. Recetly, Alex and his Dad attended the National Mustang Gathering at Gloucester Park in Perth - around $10.5 million dollars worth of cars were on display. The Mustangs ranged from the 1960s to 2018. Alex and his Dad have floated the idea about having a 'Sunday car'. That way they could both enjoy some father and son time - a Ford Mustang is top on their list.
Gino has been loyal to Holden, however, he is questioning his loyalty, as Holden are no longer manufacturing in Australia. Alex said that is the same for the Camrys. Gino likes the look of the Holden Colorado, he has a mate who has accessorised his and it looks good enough to go out in the evenings, go bush or beach on the weekends.
Brett agrees that today's Holden Colarado is a far cry from a few years ago, however, he fancies updating his 2014 Volkswagon Amarok 4X4 diesel with a new model. Gino asks if he feels the Volkswagon scandal has impacted on his attitude to Volkswagon. Brett states that at first, he was annoyed because he trusted Volkswagen and he felt let down, but, the car is good, it has been extremely reliable and has reasonable running costs - plus, he read somewhere that other car manufacturers were also behaving badly, and some had also received fines. Alex asks why are they procrastinating and Brett states that the new model is very similar to his present model and he wants the new car to be a completely different experience - not just a change of colour and a few technology apps. Then Brett adds, that as a subcontract electrician he is concerned that a few large building companies had gone into liquidation and he is worried that he may be effected.
Gino states that the third quarter of footy is about to start; they take up their usual positions in the TV room - an advertisement for Toyota Hi-Lux 4X4 comes on the screen and Gino states maybe I will take a Hi-Lux for a test drive. Alex states that the Ford Ranger might be worth a test drive - Brett adds that a Nissan Nivaro should also be on the cards.
They all have their mobile phones in their hands.
Q1: Employ Maslow's hierarchy of needs to identify the needs inferred within the assessment scenario. Explain your reasoning
Q2: Select either Gino's, Brett's, or Alex's decision-making process to demonstrate your knowledge of the buyer decision process [assume the one you select enters and completes the first time zone].
Q3: Demonstrate your understanding of the situational factors [COMP] and how they may influence the decisions of Gino, Brett, and possibly Alex.
Q4: It appears that Gino is starting to construct a considered set of products. Identify this product category and discuss the decision-making rules that Gino may employ when selecting a new car.
Q5: There are a number of product considerations inferred within the scenario - select what you consider are the key considerations and demonstrate your knowledge.
Q6: Discuss how marketing practitioners could employ an understanding of the buyer decision process to provide a better customer experience.