Lesson settings

Marketing for Beginners Course

Unit 3 CONSUMER BEHAVIOR AND THE BUYING PROCESS; BRANDING AND ADVERTISING IN THE CUSTOMER CHOICE

During the purchasing process we find ourselves on making decisions based on our needs to consume and to buy and on the influences that external factors have on our decision. This unit explains how the customers make buying decisions by combining the need for the product and the influences they are subjected. It also analyzes some key standing points between the customer choice and advertizing actions.

Activity 1

1)Read the Chapter 3 of Principles of Marketing by Jeff Tanner, Mary Anne Raymond at http://www.flatworldknowledge.com/pub/1.0/principles-marketing/52562#web-52562 2)Create a chart (word format) listing and explaining the stages in the buying process for a product (on your choice) you recently purchased.

Submit the work on the dropbox - Section "Activity 1"

Activity 2

1) Take the game - quiz at http://www.joeykatzen.com/alpha/ver5/ and by participating actively on the discussion forum, write your reflections about how branding and advertizing influence the customers' choice. 2) Choose one brand which mostly was able to recall your memory and post your answers on the following questions:

a) Does that brand recall in you any particular experience? If yes, share it with the others of the class

b) Do you remember any commercials/advertizing action of that brand? What are on your opinion the key point of that ad which makes you better remember the brand?

c) Did awareness of that brand and advertizing actions influence you choice?

3)After posting your answers on the discussion forum, read and comment at least two peers’ posts.

Activity 3

1)Watch the video on http://www.youtube.com/watch?v=heSudg-tfIk&feature=related .

2)Submit a 200/250 words written paper where listing the reasons of the “divorce” of the consumer from the advertiser and explain what changes have happened between the two.

3)In a separate paragraph, students who want to earn bonus points will give their suggestions for both customer and advertiser to make the relationship “work again”.

Submit the written paper on the dropbox - Section "Activity 3"

Evaluation for this unit will be made acording to the attached Rubric