Assignment CASE: Struggling to make the best buy As her
Assignment CASE: Struggling to make the best buy As her
AssignmentCASE: Struggling to make the best buyAs her boyfriend’s birthday was fast approaching, Kate struggledto make a decision on what smart phone to buy him (John) as a gift. Afterspending time at various phone stores and researching various websites of smartphone manufacturers such as Nokia, HTC, Apple, and Samsung, to see which brandand model of smart phone was the best option, she found several smart phonesthat seem like possibilities.After talking to John’s friend and the sale consultant,Kate narrowed her selection down to two different smart phone models.Option A was to buy an Iphone 5, which was recommended by her boyfriend’s bestfriend; a friend who knew John’s personality and character very well. Katebelieved John’s friend would be a good source to ask for recommendations, as hewould have a better knowledge over John’s interests and preferences. Option Bwas to buy a Samsung Galaxy S4, which was recommended by the salesman, whoclaimed to be an expert in smart phones. She felt somewhat relieved hearingfrom an expert, as she did not know much about smart phones.Given these two options, Kate struggled to make a decisionwhether to go with the suggestion offered by the friend or the suggestionoffered by the expert. Kate had to make the decision today, and she was runningout of time.Questions:1.Research and discuss in detailthe situational influences that would affect the consumer decision to purchasea product/service (situational influences include physical, social surroundingsand time related influences). Focus on twokeyinfluences and substantiate on these concepts.Theanswer for Question 1 should be general not related to case study.2.
Identify and briefly describe threeparticular situational influences affecting Kateâ€s purchase decision.(Dimensions of situational influences are 1)Physical surroundings, 2) Social surroundings, 3) Temporal perspectives, 4)Task definition and 5) Antecedent states)Theanswer for this question should be related to Kate.3.
Discuss how a marketer might be able to utilize “situation†to market aspecific brand or product type. Focus on three of the key marketingstrategies including products, promotion, pricing, channels of distribution,and market segmentation.NOTE:WordLimit 1800Theformat for this assignment should be an essay format e.g. Introduction, Body,Conclusion and References.
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