Reference no: EM132288228
Assessment - Research project
Learning objective: To ensure that students study and understand the marketing concept, a marketing philosophy, and how the 3 mega-marketing concepts can assist organisations to achieve the 9 objectives of a marketing practitioners.
Task: The assessment scenario is the activity: backpacking in New Zealand. Students will be asked to study the assessment scenario [case study] and complete a series of questions [4] that consolidate the learning outcomes of the unit up to the end of section 2.
There are 4 questions, each question will be worth equal marks, each question has a 1-page limit.
Statement: The buyer decision process varies according to the customer, the organisation, the market, and the product. The buyer decision process has 3-time zones; the first-time zone is purchase behaviour. It is often overlooked that after selecting a product a customer will form expectations which will be assessed and evaluated in the second and third time zones.
Task 1: Using the Kiwi Experience product demonstrate your understanding of the first-time zone and the steps a consumer may take when selecting [or not selecting] this product. Ensure you also discuss how expectations influence customer satisfaction.
Statement: The total product is the totality of what an organisation delivers to the customer - what is promised, therefore, what is expected, what is delivered, and what are the total costs to the customer.
Task 2: Given this statement, holistically, demonstrate your understanding of the total product relevant to the example.
Statement: There are a number of product considerations that would be of importance to the marketing manager of this business.
Task 3: Identify the most important [relevant] product considerations [6] and then discuss the implications, from the perspective of a marketing practitioner, each selected product consideration.
Statement: There are 6 product components in the total product [goods, services, ideas, experiences, people, and places].
Task 4: Identify the product components within the Kiwi Experience product; rank them by importance; justify your decisions.
Attachment:- Assignment Files.rar