Identify the main concepts associated with the purchase decision process, and assesses how they influence marketing communications

As a member of the marketing team, you have been asked to prepare a set of webpages

for the company intranet. They will form part of an online training manual for new staff.

You have been asked to produce the part of the manual that focuses on the importance

of buyer behaviour in the context of marketing.

For your own organisation or one of your choice, prepare a set of webpages that:

 identifies the main concepts associated with the purchase decision process, and

assesses how they influence marketing communications

 explains how buyer behaviour allows an organisation to segment its market by

identifying different types of customers

 describes how a marketing campaign based on these market segments has been

developed and implemented

 identifies and evaluates how communications can be improved by an understanding

of EITHER:

– the relationship between marketing communications and both personality and

social class (B2C)

OR

– the relationship between marketing communications and both industry sector

and type of purchase (B2B).

Word count: 1,500 words maximum, excluding relevant appendices

Number of webpages: four maximum

Appendix

 Provide a brief background to the chosen organisation, its customer base and

product/service offered, if not previously described (two sides of A4 maximum).

Task Four Buyer Behaviour

30% weighting

ASSESSMENT CRITERIA AND MARK SCHEME

Assessment Criteria Marks

Available

CAM

Examiner’s

Mark

CAM

Moderated

Mark

Identification of the main concepts associated

with the purchase decision process, and an

assessment of how they influence marketing

communications

6

Explanation of how buyer behaviour allows an

organisation to segment its market by identifying

different types of customers

6

Description of how a marketing campaign based

on these market segments has been developed

and implemented

6

Identification and evaluation of how

communications can be improved by an

understanding of EITHER the relationship

between marketing communications and both

personality and social class (B2C) OR the

relationship between marketing communications

and both industry sector and type of purchase

(B2B)

8

Format and Presentation

 Relevance to the tasks

 Use of supporting concepts and frameworks

 Professional tone and required format

 Harvard Referencing

4

Total Mark 30

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