Assignment:
Assignment 1
Think about a purchase you recently made that required some level of contemplation and analysis. Apply the six stages of the consumer buying model to your purchase, including a look at group and situational factors that may have influenced your decision. Think about your antecedent state, time, usage context of the product, influence of others around you, store environment, and the general shopping experience. Include any group or situational factors that affected or could have influenced your purchase. Respond to the items below in essay format (not question-and-answer format).
1. Explain the six stages of the consumer buying process from a theoretical standpoint. Apply this model to a recent purchase you made.
2. Describe how consumers interpret and evaluate information about products and services from a company's marketing efforts.
3. Summarize how situational factors may have influenced your purchase.
4. Explain how external groups or cultural beliefs may have influenced your purchase.
Your response should be double-spaced and should be a minimum of three pages in length, not counting the title and reference pages. References should include a minimum of two credible sources. All sources used must be referenced; paraphrased and quoted material must have accompanying citations and be cited per APA guidelines.
Assignment 2
Research the BP oil spill of 2010 in the Gulf of Mexico. This event was obviously devastating to the wildlife and environment in the area and, to a certain extent, had global implications.
Respond to the questions below in essay format-not in question-and-answer format.
1. Did the company handle this situation correctly? Explain what it might have done differently.
2. From an environmentalism standpoint, did agencies handle this correctly? Explain your rationale.
3. How did the state government and federal government react? Are there additional public policies in place now to address these types of catastrophes?
4. With respect to public perception of BP, explain how the event and the subsequent reaction of BP influenced public opinion of the company. Do you think this had an effect on consumer buying of BP products?
Your response should be double-spaced and be a minimum of three pages in length. References should include a minimum of two credible sources. All sources used must be referenced; paraphrased, and quoted material must have accompanying citations and be cited per APA guidelines.
Assignment 3
Select two websites from the list below, analyzing them from the standpoint of transferring information. In Unit IV, we analyzed websites for their ability to persuade; in this unit, we are analyzing for the efficiency in providing information to the consumer. Keep in mind that the end goal of both is to influence the target market. Include criteria discussed in the lesson and throughout this course in your evaluation.
- Furniture from Ikea.com
- Electronics from Amazon.com
- Laptops from HP.com
- Backpacks from REI.com
- Apparel from Macys.com
- Running shoes from Nike.com
- Cosmetics from Sephora.com
- Private dressing from Stitchfix.com
Ensure that you respond to the questions below.
1. Using website functionality discussed in the lesson, compare functionality attributes of each of the two websites you selected. How are consumers using these websites in their decision-making process?
2. In your opinion, are these websites effective at reaching and providing necessary information in order to persuade the customer? Include your rationale.
3. Explain how marketers might make these websites more efficient in relaying information to the consumer.
Your response should be double-spaced and should be a minimum of three pages in length. References should include each of the websites plus a minimum of two additional credible references. All sources used must be referenced; paraphrased and quoted material must have accompanying citations and be cited per APA guidelines.
Assignment 4
Analyze the United Airlines events described in the timeline below with respect to its level of customer service. Take a look at the links below that will take you through a journey of brand issues for United Airlines around alleged mistreatment of its customers.After reviewing these links, conduct your own research on the customer service issues United Airlines has had during the last 15 years. Applying what you have learned in this course, analyze its situation, and make recommendations going forward. Within your analysis, respond to the questions below.
1. How did the general population of consumers interpret the actions of United Airlines in each of these situations? Did these interpretations affect buying?
2. Do you agree or disagree with popular opinion on United's level of customer service? Did United act unethically?
3. Assuming a potential customer knew about this series of events, discuss how the concept of self-perception might affect a potential customer's decision to choose (or not choose) United Airlines for future flights.
4. After analyzing this case and your research, describe whether you personally would purchase a flight on United Airlines. Include your evaluation process and your rationale for choices in this industry. Hint: This also ties in with self-perception.
Your completed assignment should be double-spaced and should be a minimum of three pages in length. Besides the aforementioned sources, please use a minimum of two additional credible sources to support your reasoning. Referenced sources must have accompanying citations to comply with APA guidelines.