Understanding Customer Behavior ASSIGNMENT (UCB 2020) INTRODUCTION This assignment requires you to demonstrate the knowledge and skills you have acquired throughout the course of this module by...

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Understanding Customer Behavior ASSIGNMENT (UCB 2020) INTRODUCTION This assignment requires you to demonstrate the knowledge and skills you have acquired throughout the course of this module by producing a 4000 word, fully referenced, academic report that addresses the task given below. You should base your responses on a company of your choice, ideally one that you have access to a lot of information on. You are to assume that you have recently joined the company as their Marketing Manager. This is a new post and many of the Senior Management Team (SMT) are unfamiliar with marketing techniques and terminology, and in particular the Finance Director has expressed concern that marketing is just a cost. Therefore, this is your chance to explain to the (SMT) the value of marketing. You have been invited to produce a report to the company’s customer base and opportunities to improve the buying process to drive more sales. NOTICE All HARVARD style references used in this assignment MUST be to papers that could be FREELY downloaded and used. All text referencing papers that require payment of any sort (e.g. subscriptions), will be overlooked and will not be used to constitute the final mark. TASK 1 (700 – 900 WORDS) 20 marks. Describe the industry, company, its products / services and customers. This should include influences of consumer demographics / phsychographics / influence of social groups / family and culture and also discuss influences on the purchase of the product / service with the use of appropriate models. Lecturer Notes · Refer to Lectures 1,2,3 and 4. · Detailed description of the industry, company, its products/services and customers. · Customers – What is their target market? Who are their customers? · How do they segment their market? · Do they segment based on (demographics like age, gender, social class) or (psychographic like lifestyle) or geographic etc? · Show any pie charts that shows their target markets. · Do social groups/family/culture influence the purchase of the product/service? · Refer to theory/models as and when is applicable. TASK 2. (700 – 900 WORDS) 20 marks. Evaluate the current buying process at the organization, using relevant theories and models. Lecturer Notes · Refer to Lecture 7 · OBB, DMU, Types of products and Buying situations, DMP, Influences, Relationship. · In depth understanding of the buyer process. · Theory and models used relevant to the company/case. · Research in relation to your chosen organization. TASK 3. (700 – 900 WORDS) 20 marks. Highlight an area or areas of weakness in the buying process, where customers may switch or defect, and discuss how the company may address this. Lecturer Notes · Lectures 1, 5 and 6 deal with Buying + additional topics. · Detailed identification of weakness · Detailed recommendations of how to address – backed by supporting evidence. TASK 4. ( 800 – 1000 WORDS) 30 marks. a) Propose a new campaign for the company based on the customer needs, motivations and values. b) Propose a loyalty scheme based on an assessment of the benefits of building a relationship with the customers. c) Recommend what further research is required into customer motives to encourage repeat purchases based on an assessment of the current data available. Lecturer Notes · For Q4a Show a critical and comprehensive understanding of consumer behaviour throughout the answer. · For Q4a Provide a detailed thorough example of a campaign relevant to the company selected. · For Q4b refer to Lecture 6 – repeat buying, Loyalty and relational buying. · For Q4c refer to Lecture 11 and 12. TASK 5. (400 – 600 WORDS) 10 marks Explain how this in depth level of customer understanding and the buying process may help with company’s strategic marketing plans going forward. Lecturer Notes · Detailed understanding of consumer behaviour · Show detailed understanding/knowledge of how consumer behaviour may influence marketing strategy. __________________________________E N D_______________________________________