The Consumer Decision Process in Action

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GB534 Consumer Behavior


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  • The Consumer Decision Process in Action
  • Marketers tailor marketing strategy decisions to connect with the phases of the consumer decision process. When making these decisions, marketers must defend their reasoning. The ability to competently and succinctly communicate reasons for business decisions directly affects outcomes. This Discussion allows you to practice application of published information as related to application of the consumer decision process when making marketing strategy decisions.
  • Directions:
  • Select one article from the Kaplan Library related to the consumer decision process. The article may relate to one or more of the five phases (problem recognition, information search, alternative evaluation, purchase, post purchase).
  • Compose a response of at least four paragraphs (include at least four sentences per paragraph).
  • Write your main response using third person perspective (do not use “I,” “me,” “my,” “you,” or “we,” as these are first and second person perspectives).
  • Within your response:
  • Write an article review in your own words, sharing with the class what you learned and how what you learned could be applied to an example of an actual marketing strategy decision.
  • Explain the example and its relationship with the consumer decision process.
  • Explain why there is never a time when a marketing strategist should not include consideration towards the consumer behavior process and its phases when deciding any marketing strategy.
  • Apply and cite, using in-text APA citation, and listing applied reference(s) at the end of the response, at least two references: 1) from your textbook, 2) from an article acquired from searching the Kaplan library. Use no more than one referenced sentence per paragraph.
  • Proofread your response, run spell check and grammar check, and proofread again. Post your polished response in the Unit 3 Discussion forum.