Marketing: The Core 4th Edition by Roger Kerin, Steven Hartley, William Rudelius, Erin Steffes

Exercise 1

To conduct a consumer analysis for the product-the good, service, or idea-in your marketing plan:
Describe ( a ) the main points of difference of your product for this group and ( b ) what problem they help solve for the consumer in terms of the first stage in the consumer purchase decision process in Figure 4-1.
This consumer analysis will provide the foundation for the marketing mix actions you develop later in your plan.
FIGURE 4-1 The purchase decision process consists of five stages.