Marketing: Custom Edition for Texas A&M University 17th Edition by William Pride,Ferrell

Exercise 11

Understanding the process that an individual consumer goes through when purchasing a product is essential for developing marketing strategy. Knowledge about the potential customer's buying behavior will become the basis for many of the decisions in the specific marketing plan. Using the information from this chapter, you should be able to determine the following:
Determine the evaluative criteria that your target market(s) would use when choosing between alternative brands.
The information obtained from these questions should assist you in developing various aspects of your marketing plan found in the "Interactive Marketing Plan" exercise at www.cengagebrain.com.