BUS 620 Ashford WEEK 2 (DQs and Assignment)



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Week 2 – DQ 1: Buyer Behaviour

 

 

The typical buying process consists of the following sequence of events: problem recognition, information search, evaluation of alternatives, purchase decision, and post purchase behavior. What specifically do you do as a consumer in each of these stages in a high involvement purchase like buying a house or a car? List the four main psychological processes as discussed in the text and what should marketers do to manage these four psychological processes affecting consumer behavior?

 

 

Week 2 – DQ 2: Customer Needs:

 

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Visit GE Healthcare (www.gehealthcare.com/). In context to the major points of chapter 5, define how GE is addressing the needs of their hospital customers by the design of this Web site? Where and what is GE doing right, what is GE doing wrong, and where can GE improve using marketing research? In context of chapter 3, where can GE improve using marketing research?

 

 

Week 2 Assignment – Industry Forecasting

 

 

  • Identify an industry of choice (Auto Industry, Healthcare, PC or Telecommunications). Using the PESTEL analysis from the readings, discuss and analyze the factors that may impact the industry and the successful marketing of a company’s product, for example Ford Motor Company over the next five years. Which factors are perceived to be the biggest weaknesses of the industry? Which factors play to the industry’s strengths? What are some opportunities for growth that could be capitalized upon over the next five years?
  • Develop a three to four-page paper in the correct APA writing style. Include a minimum of 2-4 resources; 1 resource must be peer reviewed.


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