BUS5112 – Marketing Management

Marketing Management

Portfolio Activity Unit 2

1. Read the article: “ Exploring Factors That Influence Consumer Loyalty to Automobile Dealerships in New York.” and then perform the following:

1. Provide some customer retention strategies which benefits organizations

1. What actions are involved before the final decision to buy or consume a product and services?

2. Using what you have learned in Units 1 & 2, consider your own behavior as a buyer. Think about the kinds of things that move you to make purchases, large and small and then answer the following:

1. Before making a major purchase, what types of data do you gather?

1. What types of data are most compelling to you? Do you buy impulsively?

1. If so, what type of products do you buy impulsively?

1. Are there ways in which you want to improve your own consumer behavior?

The Portfolio Assignment entry should be a minimum of 500 words and not more than 750 words. Use APA citations and references if you use ideas from the readings or other sources. This assignment is graded by the instructor.

Written Assignment Unit 2

Using a product (goods or services) and the information from the readings, create a model of buyer behavior for the product. Next, create a model for an organizational buyer vs. an individual consumer.

Submit a 2-3 page paper, (independent of the title page and reference page) double-spaced in Times New Roman font which is no greater than 12 points in size. Be sure to cite any sources in APA Format.

Papers will be assessed using this rubric.

 

Discussion Forum 2

Please remember that in the discussion forum you are expected to participate often and engage in deep levels of discourse.  With that said, please post your initial response as early as possible so that you can share knowledge with your colleagues and therefore, please continue to participate throughout the unit to help strengthen the discussion further on consumer behavior and marketing management based on your knowledge, the unit’s required readings, and your research findings.

You are required to post an initial response to the question/issue presented in the Forum and then respond to at least 3 of your colleagues’ initial posts.  You should also respond to anyone who has responded to you.

Please answer the following questions in complete sentences and paragraphs, and please remember to cite your sources to support your claims and to avoid plagiarism according to APA 7th edition guidelines:

1. What roles do personal or demographic factors play in consumer/customer decision to purchase product or service?

1. How do these factors influence consumer behavior?

Provide your response to your discussion group for their feedback.

Your Discussion should be a minimum of 250 words in length and not more than 750 words. Please include a word count. Use APA citations and references for the textbook and any other sources used.