Marketing

Need help with attached.

By 8:00am , 03/21/2013

Thank you,

The Buying Process

Every product or service has a buying process, even digital products or services. In this assignment, you will research and analyze the buying process for an online product or service, with which you (as a consumer) are familiar, from a business point of view.

First, research an online consumer product or service (such as an eBook from the Kindle store or a movie from the iTunes store). Ideally choose an online product or service with which you are familiar and have purchased in the past. Then, in a 3–4-page report, analyze its buying process from the marketer’s point of view using the five stages. Remember, the five stages are:

1. Problem recognition

2. Search and determination of alternatives

3. Evaluation of alternatives

4. Purchase decision

5. Post-purchase evaluation

Use the grading criteria to guide your report. Make sure you include details within your analysis to support your ideas. Use proper grammar, spelling, and APA style throughout. For more information on modeling the buying process, refer to your textbook.

All written assignments and responses should follow APA rules for attributing sources.

Assignment 2 Grading Criteria

Maximum Points

Identify the problem and describe the difference between the current and ideal state, what drives it, and how it can benefit the buyer.

40

Describe the product and explain the internal and external sources.

40

Evaluate the alternatives, defined in terms of consumer needs, product benefits, and/or attributes. Identify selection criteria.

40

Define the purchase decision and identify the high-level factors that interrupt or deter purchase.

40

Evaluate post-purchase evaluation.

20

Wrote in a clear, concise, and organized manner; demonstrated ethical scholarship in accurate representation and attribution of sources, displayed accurate spelling, grammar, and punctuation.

20

Total:

200

Assignment Components

Unsatisfactory

70 – 77%

(C- to C)

Emerging

78 – 82%

(C+ to B-)

Proficient

83 – 89%

(B to B+)

Exemplar

90 – 100 %

(A- to A)

Identify the problem and describe the difference between the current and ideal state, what drives it, and how it can benefit the buyer.

CO 3

CO 4

Problem is either too vaguely identified or inaccurate

.

Explanation is incomplete or not from consumer point of view. Description may address the current and ideal state, what drives it, and how it can benefit the buyer but differences and specifics are not clearly drawn.

Although distinctions between wants and needs are somewhat drawn, they may not relate to the evaluation of product value to the buyer.

Problem is somewhat clearly identified and explained, but consumer point of view is not clear. Description includes general differences between the current and ideal state, what drives it, and how it can benefit the buyer.

Generally distinguishes between wants and needs to evaluate product value to the buyer.

Problem is clearly identified and explained from a general consumer point of view.

Description includes a clear and accurate difference between the current and ideal state, what drives it, and how it can benefit the buyer.

Critically distinguishes between wants and needs to evaluate product value to the buyer.

Problem is precisely identified and explained from the targeted consumer point of view. Description highlights specific, accurate differences between the current and ideal state, what drives it, and how it can benefit the buyer.

Insightfully distinguished between wants and needs to evaluate product value to the buyer.

Describe the product and explain the internal and external sources.

CO 1

CO 3

CO 4

Product description is somewhat unclear or too few specifications or details are present. Internal or external sources provide data that are generally relevant to the final purchasing decision. Product description includes an overview, but description does not include all needed information including the overview of the field, including a description of the product use, standard, and life expectancy, but description is somewhat unclear or vague.

Product description is clear and thorough but a few clear specifications or details are needed. Both internal and external sources provide data that are generally relevant to the final purchasing decision. Product description includes a general overview of the field, including a description of the product use, standard, and life expectancy, but description is somewhat unclear or vague.

Product description is detailed and provides clear specifications. Both internal and external sources provide data that are pertinent to the final purchasing decision. Product description includes a clear overview of the specialization of the product in the field, including a description of the product use, standard, and life expectancy.

Product description is detailed, focused, and provides precise specifications. Both internal and external sources provide specific data that are significant to the final purchasing decision. Product description highlights the essential elements of the specialization of the product in the field, including a clear description of the product use, standard, and life expectancy.

Evaluate the alternatives, defined in terms of consumer needs, product benefits, and/or attributes. Identify selection criteria.

CO 4

Evaluation of alternatives is unclear, undefined, or inappropriate. Evaluation criteria are incomplete or do not address all the needed elements. The suppliers are ranked, but not relative to established selection criteria and perception of value. Either are established but are inaccurate.

Market options are incompletely represented; an explanation of their absence is needed. Explanation of the scale and scope of the market is incomplete, even if description of distribution strategy is present.

Evaluation of alternatives is somewhat clear, yet remains appropriate. Evaluation criteria are either not clearly established or a few are inappropriate. The suppliers are ranked relative to established selection criteria and perception of value. Weights are established, but not necessary based on importance.

Although market options are presented, there is not a balance present to provide a good representation of all potential markets. Evaluation explains the scale and scope of the market, but is unclear or undefined. A description of the distribution strategy is present.

Evaluation of alternatives is clear, organized., and logically presented.

The consumer need is defined in terms of desired attributes. Evaluation and selection criteria are defined in terms of product benefits and/or attributes. The selection criteria (product attributes) are given relative weights. Knock-out criteria may be included.

Suppliers are ranked relative to established selection criteria. A purchase preference is identified.

The market for the product is described in terms of scale and scope. Distribution channels are identified.

Evaluation of alternatives is astute and careful. The need is defined in terms of desired attributes. Evaluation and election criteria are defined in terms of product benefits and/or attributes. The selection criteria (product attributes) are given relative weights. Knock-out criteria may be included.

The influence of brand belief is analyzed. Each alternative is described in terms of the consumer’s brand image.

Potential vendors are ranked in order of perceived performance. A purchase preference is established and logically defended.

The market for the product is described in terms of scale and scope. Distribution channels are identified.
.

Define the purchase decision and identify the high-level factors that interrupt or deter purchase.

CO 4

The factors that enable the purchase are only partially identified:

1) Vendor

2) Brand decision

3) Quantity

4) Timing

5) Payment method.

The factors that may interrupt or deter the purchase (i.e., What can go wrong?) are not identified.

The factors that enable the purchase are only partially identified:
1) Vendor
2) Brand decision
3) Quantity
4) Timing
5) Payment method.

The factors that may interrupt or deter the purchase (i.e., What can go wrong?) are identified but are not analyze in a meaningful way.

The factors that enable the purchase are defined:

1) Vendor
2) Brand decision
3) Quantity
4) Timing
5) Payment method.

High-level factors that may interrupt or deter the purchase, including unanticipated factors (job loss, product unavailable, etc.), or the influence of other peers that is contrary to the purchase preference, are identified.

The factors that enable the purchase are defined:
1) Vendor
2) Brand decision
3) Quantity
4) Timing
5) Payment method.

The complexity of the purchase decision is described in terms of overall deliberation and perceived risk. The potential risk factors perceived by the consumer, including money (relative to income), uncertainty over features or performance, and consumer self-confidence are analyzed. The factors that provoke perceived risk in the consumer and the routines consumers adopt to reduce risk are identified.

Evaluate post-purchase evaluation.

CO3

The factors that determine post-purchase satisfaction are not clearly identified and described. The risk of potential product flaws is not recognized or discussed. The risk of consumer expectations vs. perceived performance is not identified and discussed.

The factors that determine post-purchase satisfaction are listed:

1) potential product flaws

2) consumer expectations vs. perceived performance

An incomplete or partial list of potential product flaws or issues is provided.

The idea that consumer expectations might not meet perceived performance is noted, but the factors that influence consumer expectations are not analyzed.

Post-purchase actions are not discussed in any detail.

The factors that influence post-purchase satisfaction and post-purchase actions are listed.

The factors that determine post-purchase satisfaction are described:

1) potential product flaws
2) consumer expectations vs. perceived performance

Subsequent consumer actions and the factors that influence them are listed. These include the probability of purchasing again, the probability of complaining, and taking legal action.

Post-purchase use and disposal actions, and how these factors may influence future purchases (waste, recycling, reselling, trading, etc.), are listed.

The factors that influence post-purchase satisfaction and post-purchase actions are analyzed.

The factors that determine post-purchase satisfaction are analyzed:

1) potential product flaws

2) consumer expectations vs. perceived performance. (Sources of expectations include influence of friends, social media, and other messages, and product claims of performance and benefits.)

Subsequent consumer actions and the factors that influence them are analyzed. These include the probability of purchasing again and the probability of complaining or taking legal action.

Post-purchase use and disposal actions, and how these factors may influence future purchases (waste, recycling, reselling, trading, etc.), are described.

Ensure academic writing has proper grammar, spelling, and attribution.

Writing is unclear and disorganized and rereading to solidify understanding is frequently necessary. Although an attempt at ethical scholarship is attempted, it is sloppy or incomplete throughout.  Spelling, grammar, or punctuation errors severely interfere with readers’ comprehension.

Writing is somewhat clear and is somewhat organized, although rereading to solidify understanding is occasionally necessary.  It demonstrates an attempt at ethical scholarship in accurate representation and attribution of sources, but errors are occasional or minor. Writing has good spelling, grammar, and punctuation, but errors somewhat interfere with readers’ comprehension.

Writing is generally clear and in an organized manner. It demonstrates ethical scholarship in accurate representation and attribution of sources; and generally displays accurate spelling, grammar, punctuation. Errors are few, isolated, and do not interfere with reader’s comprehension.

Writing is clear, concise, and in an organized manner; demonstrates ethical scholarship in accurate representation and attribution of sources; and displays accurate spelling, grammar, and punctuation.

Still stressed with your coursework?
Get quality coursework help from an expert!