Prompt: First, review Chapter 9 in your text as well as the article Stages of the Consumer Buying Process and the video 7 Tips for Good Survey Questions. Next, prepare a presentation that lists and briefly explains each stage of the consumer buying process. Define the marketing strategy used within each stage of the process regarding your chosen market segment. Finally, identify which specific stages of the process will be most effective for your consumer segment.
Specifically, the following critical elements must be addressed:
III. Consumer Buying Process
Define the stages of the consumer buying process.
Analyze a marketing strategy that can be used for each stage of the consumer buying process in regard to your chosen market segment.
Determine the specific stages of the consumer buying process for which your marketing strategies can be most effective for your consumer
segment.
Using the speaker notes, provide any additional details of importance regarding the bullet points you listed on each slide to further explain the information.
MKT 345 Milestone Two Guidelines and Rubric
Consumer Buying Process
Overview: For this milestone, due in Module Four, you will prepare a PowerPoint presentation summarizing the consumer buying processes you have so far
researched in order to market the consumer product you are proposing for your final project.
Prompt: First, review Chapter 9 in your text as well as the article Stages of the Consumer Buying Process and the video 7 Tips for Good Survey Questions. Next,
prepare a presentation that lists and briefly explains each stage of the consumer buying process. Define the marketing strategy used within each stage of the
process regarding your chosen market segment. Finally, identify which specific stages of the process will be most effective for your consumer segment.
Specifically, the following critical elements must be addressed:
III. Consumer Buying Process
A. Define the stages of the consumer buying process.
B. Analyze a marketing strategy that can be used for each stage of the consumer buying process in regard to your chosen market segment.
C. Determine the specific stages of the consumer buying process for which your marketing strategies can be most effective for your consumer
segment.
Using the speaker notes, provide any additional details of importance regarding the bullet points you listed on each slide to further explain the information.
Instructor feedback on this milestone should be incorporated into your next milestones and into the final project.
Rubric
Guidelines for Submission: Milestone Two should be a minimum 3-slide PowerPoint presentation with audio or speaker notes included. Citations should be
provided in APA format as needed.
For help with PowerPoint and preparing your slideshow, visit Infobase, or the Microsoft PowerPoint help center.
Please note that the grading rubric for this milestone submission is not identical to that of the final project. The Final Project Rubric will include an additional
“Exemplary” category that provides guidance for how you can go above and beyond “Proficient” in your final submission.
https://toughnickel.com/starting-business/Stages-of-the-Consumer-Buying-Process
https://learnit.hoonuit.com/?cn=snhu
https://support.office.com/en-us/powerpoint
Critical Elements Proficient (100%) Needs Improvement (75%) Not Evident (0%) Value
Consumer Buying
Process: Stages
Defines the stages of the consumer
buying process
Identifies the stages, but does not
identify all stages or does not define
the steps, or definition is not cogent or
inaccurate
Does not define the stages of the
consumer buying process
30
Consumer Buying
Process: Marketing
Strategy
Analyzes a marketing strategy that can
be used for each stage of the
consumer buying process in regard to
market segment
Analyzes marketing strategies, but
does not address each step of the
process or is misaligned with ma
Coca Cola
Megan George
Consumer segment
! The Coca Cola understands the needs of the
customers.
! It develops a business strategy that aligns with
the expected consumer behavior.
! Primary consumers or target market (consumers
aged 10-25 years).
! Secondary consumers (aged 25-40 years) (Wang,
2021).
Resources
! Consumer behavior information can be sourced
from resources such as:
! Social media platforms.
! Focus groups and surveys.
! Customer reviews
! Competitor analysis.
Secondary research
! Scholarly reviewed articles and journal articles are
used in studying the characteristics of Coca Cola’s
consumer segment.
! Characteristics of the consumer segment:
! Highly influenced into adapting a given
consumption behavior.
! Majority have varying purchasing power with
differences in level of income.
! Prefer trending fashion or newly introduced products
(Melancon & Dalakas, 2018).
Segmentation strategies
! There are various strategies the Coca Cola Company
can segment the market:
! Demographic such as age, income, occupation and
income.
! Geographic segmentation: based on the location of
the customer.
! Psychographics: based on hobbies and interest
! Behavioral; strategy: based on behavioral patterns as
studies from the resources.
Behavioral segmentation
! This segmentation strategy is based on consumer
behavior.
! Consumer aged (20-45) are affected by factors
such as income, interests, age.
! These factors affect their consumer patterns.
! Behavioral segmentation would assist in
implementing the best offer in terms of marketing
mix.
Selected consumer segment
! Segment: Low income, highly literate adults
aged 25-40 years
! The segment is highly price sensitive due to
limited purchasing power.
! The segment understands the quality standards
of the product.
! The segment has information on prices (De et al,
2021).
Research needs
! Impact of technology: helps determine needed
differentiation strategies.
! Effect of change in income: helps in
understanding expected changes in demand.
! Effect of competition and pricing: helps
determine the ability to switch to competitors.
References
Wang, J. (2021, October). How Coca Cola and Pepsi Use Segmentation
in Consumer Product Industry. In 2021 International Conference on
Public Relations and Social Sciences (ICPRSS 2021) (pp. 866-870).
Atlantis Press.
Melancon, J. P., & Dalakas, V. (2018). Consumer social voice in the age
of social media: Segmentation profiles and relationship marketing
strategies. Business Horizons, 61(1), 157-167.
De Villiers, R., Tipgomut, P., & Franklin, A. (2020). International market
segmentation across consumption and communication categories:
Identity, demographics, and consumer decisions and online habits.
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