Description
This assignment aligns with SLO 1: Develop an understanding of the decision process, attitude, and behavior of buyers/consumers as it relates to developing marketing plans.
REQUIREMENT: Failure to meet initial posting deadline eliminates opportunity to earn ANY points for the discussion.
Discussion Prompt:
As outlined in Chapter 2, there are several steps in the consumer decision making process. An understanding of the consumer decision-making process allows marketers like us to properly assess what consumers are experiencing. How does the problem arise? Where do they look for information and how do they evaluate it?
Consider a purchase decision you made using cognitive decision making. Make sure you understand the circumstances in which consumers use cognitive decision making. You will earn a score of 0 if you do not get this part right.
Copy and paste the bulleted outline below into your post. Keep the headings (Problem Recognition, Information Search, etc) but delete the questions. Write in full sentences. Within your post, cite your sources like this (1). If you have more than one source, the next one looks like this (2), and so on (3). At the end of your post, provide a References section with links to the sources.
Problem Recognition:
What circumstances led you to recognize the problem? The more detail you offer, the better we can place ourselves in your shoes. Define problem recognition within your response.
Information Search:
What internal information did you already have? How did you acquire that information?
What additional information did you have to acquire via external search?
How did you go about that external search?
Evaluation of Alternatives:
What options were in your evoked set? (p52) Define evoked set within your explanation.
What options made it to your consideration set? (p52) Define consideration set within your explanation.
What evaluative criteria did you use to judge the merits of your options? (p55) Define evaluative criteria within your explanation.
Product Choice
Which option did you choose and why?
Postpurchase Evaluation:
Did the product meet or exceed your expectations? Explain why this matters. (p58)
References
1. This is an example of how a numbered list of sources would look. Just provide a link to the information you sourced.
2. Another source link.
3. Another source link.
For your reply to a classmate, evaluate the process as written by a classmate and suggest an insight that could be used by a marketer as they make decisions concerning one or more component of the marketing mix: product, price, place, promotion. Be sure to tie your insight clearly to a specific step within the process, citing your text and/or external research. Use numbered in-text citations tied to a numbered reference list, just as you did for your initial post.
GRADING
I will use the FARM rubric to grade both your post and your reply. Your post is worth 50% of this discussion grade. Your reply is worth 50% of this discussion grade. To earn reply points, your must issue your initial post by the deadline. This insures your peers have posts to which they can reply!
Fact-Based (F): Have you used specific information from the text or external research to support the assertions you are making?
Advancement (A): Do your answer and reply move the class discussion forward by taking the discussion farther or deeper (i.e., providing new perspectives and analytical)? Make sure you’re sharing a new/unique idea.
Relevance (R): Are your answer and comment clearly related to the class modules content and/or directly respond to the question? Do you use concepts and cite sources correctly?
Masterful (M): Free of spelling and grammar errors. Adheres to formatting guidelines. Succinct yet thorough professional writing reflective of your status as a business student.
Please proofread your work. This is a professional setting. Please write accordingly.
