Unit 2: Application Assignment

Unit Learning Outcomes

ULO 3: Evaluate the stages in the consumer purchase decision process and the impact of each stage upon the development of brand equity. (CLO 1 & 3)

Introduction

Once marketers assess the environment to obtain, analyze and use information to develop customer insights, the aim of marketing then becomes how to affect the way customer think and act. However, before the what, when and how can be influenced, marketers must understand the why of the buyer decision process.

Directions

Mini-case studies: The students are expected to answer the questions associated with the case. These questions are intended to elicit thoughtful reactions to contemporary marketing strategy initiatives and challenges. The students are expected to carefully read the assignment instructions, then thoroughly and explicitly address each component of the corresponding case study questions.

The responses should reflect higher level cognitive processing (analysis, synthesis, and evaluation), which is essential for someone in any industry, as marketing decisions affect all levels and stakeholders within the organization and in the external marketplace/marketspace.

There is no minimum number of references that need to be utilized to support the completion of this assignment; however, it is generally understood that any good case study analysis will incorporate the appropriate quality and quantity of scholarly sources to support any suppositions and recommendations.

The submission will not exceed four (4) pages in length, excluding the title and references pages.

The document must adhere to the APA writing style.

Finally, the document should be prepared as a Microsoft Word document and uploaded to Submit Assignment.

Case Study: Groupon–Helping Consumers with Purchase Decisions

1. Read the case on pages 146-149 in your text. Also review the announcements regarding how to approach these assignments.

2. Watch the video supplement to the case at link tv/13e/v5-4 (Links to an external site.).

3. Respond to the following case question. (Disregard the questions in the text.)

Like many established companies, Groupon is facing future challenges that may very well jeopardize their competitive advantage in the marketplace. Taking into consideration changes in consumer behaviors; how Groupon’s Promise affects the consumer’s perceived risk and cognitive dissonance; the five-stage purchase decision process for a typical Groupon user; and the psychological and sociological influences on the Groupon consumer purchase decision process, you, a member of the corporate marketing team are tasked with developing a formal recommendation on what actions the company should take to address each challenge.