Lush Products and Marketing Consumer Buying Process Questions

Question 2 (LO1) (10.0 Marks)

A consumer’s decision to purchase or reject a product is the moment of final truth for the marketer. It

signifies whether the marketing strategy has been wise, insightful and effective, or whether it was poorly

planned and did not achieve the marketing objectives. Thus, marketers are particularly interested in the

consumer’s buying process.

Evaluate contemporary retail marketing strategies Lush Cosmetics should implement for each of the five (5)

stages of the consumer buying process. Justify each strategy with one (1) example.

(5 strategies X 2 Marks each strategy = 10.0 Marks)

Question 3 (LO2) (10.0 Marks)

Retail stores offer several benefits to customers that they cannot get when they shop through other, nonstore

channels. Based on the case study, evaluate two (2) major strengths of in-store retailing and clearly

justify how it is being used by Lush Cosmetics. (2 major strengths X 5 Marks each = 10.0 Marks)

Question 4 (LO2) (10.0 Marks)

By using observational research at the nearest Lush Cosmetics store, make a critical evaluation of the

following two (2) design elements of a retail store. Based on your evaluation, suggest one (1) strategy for

each of the two elements Lush Cosmetics should implement to enhance a pleasant shopping experience.

Include images/photos to support your answers. (2 design elements X 5 Marks each = 10.0 Marks)

Question 5 (LO3) (20.0 Marks)

Retailers implement communication programs to build appealing brand images, attract customers to stores

and Internet sites, and encourage them to buy the merchandise. The communication programs play a key

role in developing repeat visits and customer loyalty.

a. Based on the case study and by using an observational method at the nearest Lush Cosmetics store and

online research, discuss three (3) communication mix techniques that is being used by Lush Cosmetics

to communicate to New Zealand customers. Include images/photos to support your answers.

(3 x 4 Marks for techniques = 12.0 Marks)

b. Based on your answer above, evaluate two (2) integrated marketing communications criteria that shows

the integration of the three communication mix techniques demonstrating customers have a clear,

distinct image of Lush Cosmetics and are not confused by conflicting information

plagiarism free plz use APA rerencing