Decision-Making Process & Product Development Of TESCO
You have been recruited as a Marketing Manager by a well-known large global organization of your choice'. (Students are encouraged to use their own place of work, if it meets the criteria of a large global organization, or to use an organization with which they are familiar as appropriate) in this CASE TESCO PLC.
You have been asked to produce an individual report where you will select a B2C product or service category and will map a path to purchase.
The report should include the following:
o Map out the decision-making process for this particular product or service.
o Explain how you would research the different stages of the process, and provide a clear rationale and justification for your research approach.
o Evaluate the different market research methods that could be applied.
o Identify the factors that influence the different stages of the process, providing a clearly reasoned justification of the selection of the factors you have identified.
o Illustrate how elements of the marketing mix also influence the decision-making process, supported by examples.
o Compare the differences with the B2B decision-making process.
o Evaluate the different approaches to market research and how they influence the stages of the decision-
Recommended Resources
BRASSINGTON,F. and PETTIT, S. (2012) Essentials of Marketing. 3rd Ed. Harlow: Pearson.
EAST, R., WRIGHT,M. and VANHEULE, M. (2013) Consumer Behaviour: Applications in Marketing. 2nd Ed. London: Sage Publications.
SHIFFMAN, L. and WISENBLIT, J . (2014) Consumer Behaviour. 11th Ed. London: Prentice Hall.
SZMIGIN, I. and PLACENTINI, M. (2014) Consumer Behaviour. Oxford: Oxford University Press
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