I need some help!
Assignment part 1
1. Find someone (a friend is OK) who you can talk to for about 10 minutes in a quiet place where you will not be interrupted. Identify a product that you believe is relatively highly involved for that person.
NOTE: Do not share any personal identification information about this person in your paper. Private information includes names, email addresses, addresses, phone numbers, and personal identification numbers (ex. U.S. Social Security Number).
2. Elicit the decision criteria that person would use if they were considering buying a brand in that product category. You might say.
“Imagine you were going to buy ___________. What characteristics would you consider in selecting a brand of ____________ to buy for yourself?
3. Then ask the person.
“What are the two (or three) most important characteristics you would
consider?”
4. Next, ladder off each of these characteristics.
“Why is ___________ important to you?”
“What does ___________ get for you?”
5. Keep asking these “why” questions until the consumer “stops.” Be sure to ask for an explanation if you do not understand what the person means by an answer.
6. Draw out the means-end chains that you have identified for the “high” involvement product.
7. Now do the same thing for a “low” involvement product, like paper clips, milk, or gasoline.
8. In your paper, discuss the differences you see in this consumer’s meanings for the high and low involvement products.
· Did you notice any differences in the measurement process?
· Assume that a substantial number of consumers shared these meanings. What implications would your data have for developing marketing strategies?
Write an academic paper of 3 pages in APA 7th edition style. Cite six (6) peer-reviewed articles not including your textbook to support your views and thoughts.
Assignment part 2
Essay Questions:
1.
Examine the environmental forces that influence a company’s ability to serve its customers. How can companies effectively respond to changes in demographic, economic, natural, technological, political, and cultural environments?
2.
Describe the stages in the buyer decision process and the major factors influencing consumer buyer behavior. Use examples to illustrate how businesses can tailor their marketing strategies to influence buyer decisions at each stage.
Please support your response with at least one reference
Word count requirement: 150-200 words for the each essay question response with at least 1 scholarly reference
