Problem: The task is to evaluate the Barnes and Noble Nook (e-reader) and how marketers use consumer behavior to promote their products. The degree of buyer involvement and degree of differences among brands, (include Amazon Kindle and Apple Ipad as main and only competitors in comparison), Need recognition, pre-purchase search and evaluation of the alternatives (Kindle, Ipad). Include bibliography.
Following sections:
1) Identify and discuss communication (promotional) mix activities being used by marketers in selected category (Nook)
2) Identify and discuss the behavioral concepts utilized by marketers to promote such products (Nook)
3) Evaluate the use of consumer behavioral concepts in promoting the selected category by selected marketers
4) Recommendations to include extension or expansion of consumer behavioral concepts for purpose of promoting the selected category
In a nutshell evaluate everything that has to do with Barnes and Noble Nook (e-reader) in a marketing sense.