Assessment Question
1 (a) Define marketing, using two academic sources.
(b) What is marketing mix (mention and explain them with references); and why are they important in business?
2 Choose 2 recent purchases:
one which involved you and other people in the decision making
one which was an impulse purchase
For the first purchase
Explain what role(s) you played in the buying centre. What roles did the other people play and how did they influence your choice?
What decision–making process did you go through? At each stage (need recognition, information search, etc), try to remember what you were thinking about and what activities took place.
What choice criteria did you use? Did they change between drawing up a shortlist and making the final choice?
For each of these steps evaluate them in context of the appropriate theories/concepts.
For the second purchase
What stimulated you to buy? Have you bought the brand again? Why or why not? Did your thoughts and actions resemble those suggested by the Ehrenberg and Goodhart model?
