Exam (elaborations)
MNM3709 ASSIGMENT 2Strategic Marketing
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MNM3709Strategic Marketing
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QUESTION 1: Role Players in the Purchasing SituationIn a purchasing situation, various role players can influence the buying decision. While I don't have
access to the specific case study, I can provide you with a general framework for identifying and
describing role players and their roles:
1. Buyer or Purchaser:
Practical Description: The individual or entity responsible for making the purchasing
decision.
Practical Role: Their role is to assess the product's fit with the company's needs,
evaluate pricing, negotiate terms, and ultimately make the purchase decision.
2. User:
Practical Description: The person or group within the organization who will use the
product.
Practical Role: Users provide feedback on the product's usability, quality, and
functionality. Their satisfaction with the product can impact future purchases.
3. Influencers:
Practical Description: Individuals or groups that can sway the purchasing decision
but may not have the final say.
Practical Role: Influencers can include managers, experts, or other stakeholders who
provide input, recommendations, or concerns that influence the decision-maker.
4. Gatekeepers:
Practical Description: Individuals who control access to the decision-maker or the
procurement process.
Practical Role: Gatekeepers manage the flow of information and proposals to the
decision-maker and can expedite or hinder the buying process.
5. Suppliers or Competitors:
Practical Description: Other companies in the market offering similar products or
services.
Practical Role: Suppliers and competitors can impact decision-making through
pricing, product quality, and competitive advantages.
QUESTION 2: Bases of Consumer Segmentation
Consumer segmentation involves dividing a market into distinct groups based on certain criteria.
Here are the five bases of consumer segmentation with practical applications:
1. Demographic Segmentation:
Practical Application: Segment the market based on age, gender, income, and other
demographic factors to tailor marketing messages and product features to specific
groups.
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