Principles of Marketing Course Evaluation

This assignment delves into the evaluation of assessment outcomes within a 'Principles of Marketing' course. It draws upon several academic sources, including works by Gerlich & Sollosy, Jobber & Ellis-Chadwick, Küsel & Ras, Lightner, Nepalia, Schmitt, Sheth & Sisodia, Smith, Solomon & Rabolt, Tanner, von der Heidt & Quazi, and Wood. The analysis examines various aspects of marketing principles and consumer behavior as assessed in the course.

Consumer Behaviour

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Use of different consumer decision making process by consumers in the immediate aftermath
of bereavement............................................................................................................................1
TASK 2............................................................................................................................................2
Different life course events that have effect on consumption patterns and practices.................2
TASK 3............................................................................................................................................4
Factors affecting adoption rates for innovation in cremation activities......................................4
TASK 4............................................................................................................................................6
Emergent rituals for scattering ashes .........................................................................................6
TASK 5............................................................................................................................................7
Product and services associated with new emerging ritual for scattering ashes.........................7
TASK 6............................................................................................................................................8
Factors that influence design of such rituals and degree of satisfaction experienced by
participants..................................................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10
Books and Journals...................................................................................................................10

INTRODUCTION
In any type of market structure there are two essential factors that determines all
marketing related decision. They are producers and consumers or sellers and buyers who regulate
various business activities. As the manufacturers are essential, in the same way consumers also
play prominent role in the economy. The present report reflects a sensitive yet important scenario
related to consumer decisions made during cremation time (Branett and Serleties, 2012). The
death of a loved one is particularly demanding and traumatic, in the midst of their grief bereaved
survivors are expected to select an undertaker and oversee the disposal of possessions and
property belonging to the deceased. With the passage of time there are many changes taking
place in cremation procedure that ultimately effect consumers behaviour. The report studies and
evaluate this concept in detail and introduces inculcation of new methods for disposal of
deceased person.
TASK 1
Use of different consumer decision making process by consumers in the immediate aftermath of
bereavement
Decision making process is important for both an organisation and consumers as it helps
to satisfy needs. On one hand, business entities take decisions so that they improve their
performance and increase profitability (Close, 2012). While, on the other hand consumers make
decisions to fulfil their purchasing desires. Although, there are certain difficult consumer
decision often have to be made at distressing times when they lack the desire as well as the
physical, emotional and financial resources to deal with them as they would normally. Here,
appropriate example to understand the concept is death of loved one which places his/her family
members, relatives and friends into critical condition. Although they have to undertake certain
decisions related to funeral process. The process figure out that remains were placed where dust
could return to dust at a pace dictated by the laws of nature (Cowart, Fox and Wilson, 2012).
Cremation challenged this disposal ritual radically significant affecting survivors, the funeral
industry and public authorities.
Consumer behaviour reflects belief and procedures used to purchase or dispose product
and services in the market. The individual is influenced by internal, external and organisational
factors existing at marketplace. There are different models of consumer decision making used in
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the immediate aftermath of bereavement. There are many defects of bereavement that strikes an
individual while coping up with grief. In order to resist this change two major models can be
used that are s follows:
Sheth-Newman gross model of consumption values
According to this model, there are five essential consumption values that guide
individuals while taking purchasing decisions (Küsel and Ras, 2010). They guide an individual
to make proper evaluation of various aspects of consumer making process. Elements included in
it are functional, social, conditional, emotional and epistemic values. These values monitor an
individual to take decisions on the basis of ethical grounds. When people lose their loved one's
several cremation ceremonies take plane which has given rise to funeral industry. These elements
make sure that certain consumers do not feel uncomfortable with business strategies at the time
of emergency (Lightner, 2014). These values are result of detailed study taking place in various
disciplines including economics, sociology, psychology, marketing and consumer behaviour.
Howard-sheth model
As mentioned above bereavement is a sensitive and thoughtful case to deal with. It is
much more related to humanistic approach rather than complex and technical marketing
strategies. Still, as a consumer various decisions need to be taken to purchase goods and services
to satisfy needs. On the basis of this theory there are three levels of decision making that are
specified here. The first level describe situation where the buyer does not have any basic
information about products and does not have preference for any commodity. This level often
take place with emigrants living in foreign country (Nepalia, 2011). While the second level
assures that customer have little knowledge about market which places him in better condition
from previous one. The third level is a habitual response behaviour where the consumers know
very well about different brands of single product. Through this model, a consumer can evaluate
and scale his knowledge about the market and how to take appropriate decision accordingly.
TASK 2
Different life course events that have effect on consumption patterns and practices
Every market structure posses certain pattern and practices that regulate consumer
activities (Schmitt, 2011). With passage of time, many factors either improve or hamper
consumer purchasing decision in the economy. It ensures them to make optimum use of market
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resources to satisfy their needs and demands. Various practices make individuals to undertake
detailed study of market trends. Although these pattern and styles are generated on demand of
clients mostly. They are responsible and liable to direct producers in manufacturing commodities
for cremation (Schmitt, 2012).
The given below factors determine different life course events that effect consumption pattern
and practices: Historical background: Every society or nation has its own history that posses some
glorious past events along with threatening experiences. These events and practices
guides in developing tradition and belief of the civilisation. Historical factor plays
crucial role in determining consumption patterns and practices. In ancient time most
funerals ended in some form of burial or internment (Solomon and Rabolt, 2013).
However, the precise nature of burial was typically determined by family circumstances,
fame, faith and social standing. The funeral services, graveyards, headstones and
memorial literature expanded funeral based industry. In modern times also young
generation is interested to follow their customs and beliefs which are being practised for
a long time. Social and geographical culture: Another element that helps to undertake consumer
activities in effective manner is through socio-geographical structure existing in the
market (Armstrong, 2014). The society is regulated on grounds of various laws and
regulation. The local authorities of different regions have certain rules regarding
cremation ceremonies that are bound to be followed. Every individual lives in a society
and abide to follow certain rules and regulations even in critical condition. If that is not
done it will result in punishment or penalty. In addition to social factor the geographical
culture also determines consumption patterns and practices. According to Hindu
ideology, dead bodies are buried so that soul rest in peace. But, in cold countries like
Antarctic it is not possible to undertake this ceremony (Corrigan, 2011). Therefore, it
hampers consumer patterns and behaviour. Education among society: The most crucial factor which develops a nation and its society
is education. It provides knowledge and information about various subject matters that
are develops an economy. Education helps to build one's personality and perception
towards life. They are able to take decisions in more effective manner. Education also
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helped to make modification in socio cultural beliefs that are operating for a quite long
time in the society (Armstrong and et.al., 2014). Cremation activities also got filtered
with more and more number of educationalists, thinkers and philosophers and
empowered society to make better decisions.
 Inculcation of new technology: Science and technology has helped mankind in various
manner. It has provided faster and effective ways to conduct different activities. In the
contemporary world, technology act as an effective tool to for processing inputs into
outputs. Nowadays, a new technology is developed to bury dead bodies in environment.
This technique is developed to reduce the impact of pollution taking place in atmosphere.
In certain areas, cremation ceremony take place through electric heaters and oven
especially inbuilt for this purpose (Gerlich and Sollosy, 2012). All the above factors have
adverse impact over consumption patterns and practices.
TASK 3
Factors affecting adoption rates for innovation in cremation activities
There is immense amount of growth and development taking place in the society which
has provided various benefits to mankind. Technological advancement is considered as boom for
the society which individuals and organisation often welcome. However, there are chances that
people may disapprove new concepts if it is concerned with their religious beliefs and culture.
The present report elucidates consumer behaviour at the time of cremation activities (Jobber and
Ellis-Chadwick, 2012). So it is yet another field where science has expanded its branches. In
ancient time, people following Christianity as their religion used to bury dead bodies in
graveyards.
Although with changing social values and impact of world wars changed the scenario
significantly. The European battlefields were strewn with millions of military and civilian dead.
As a result, funerals were often conducted in the absence of any corpse. With the passage of time
rapid urban expansion has put pressure on the availability of land for new cemeteries. In
addition, immigration of Hindus, Sikhs and Buddhists in various parts of world served to make
cremation more visible and to promote it as viable and acceptable mode of disposal (Sheth. and
Sisodia, 2015). However, emission of all descriptions are becoming matters of acute
environmental and political concern
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Therefore, a new technology is developed where dead bodies are buried through electric heaters
and the remaining ashes are given to his/her kin.
 Whenever there is introduction of new technology it is not easily accepted by
people there are certain factors that determine adoption rate. It is defined as relative speed
with which members of a social system adopt an innovation. The economist measure
length of time required for a certain percentage of members of a social system to adopt an
innovation (Smith, 2014). The adoption process describes the series of stages an
individual undergoes from first hearing about a product to finally adopting it. On the
contrary, diffusion process signifies group of phenomena that suggests how an innovation
spreads among customers. There are several intrinsic characteristics of innovations that
influence an individual decision to adopt or reject an innovation:
 Relative advantage: It determines as to how improved innovation is over the previous
generation. Traditional cremation practices involved burial of dead bodies through fire or
burial in graveyards. But the new technique uses electric heaters and previous generation
is not able to accept this technique completely (Tanner and Raymond, 2011). It has
resulted into conflicts among religious authorities and people accepting this technique.
 Compatibility: This factor reflects the level of comfort an individual feel while adopting
innovation. Whether it will be easy to integrate the technique in daily life. According to
given scenario there are very few groups of people accepting this new technique of
cremation.
 Complexity: As the name suggest this measure make sure that adoption of innovation is
easy or complex. Although, burial process through electric heater is recognised easy to
operate (Von der Heidt and Quazi, 2013). The dead body is buried by switching on a
single button of on and it turns into ash within few hours of time.
 Trial ability: Another factor relates to hoe easily an innovation may be experimented
with as it is being adopted. The users need to be interacted with technique in effective
manner. It is believed that if a user is able to test an innovation, the individual will be
more likely to adopt it.
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TASK 4
Emergent rituals for scattering ashes
Scattering the ashes is perceived by most European as relatively new activity. It is a
secular ritual created collectively by bereaved families and friends. It is believed that the ashes
can travel in a way that corpses never could (Wood, 2012). The concept of scattering ashes arises
various queries like who should attend the scattering friends, family or both. Whether anything
should be said and if so then by whom. The ashes of dead bodies should be buried or simply
scattered and who should perform the final act. The law of scattering is fairly relaxed in United
Kingdom (Armstrong, 2012). Scattering ashes should say something about life and impact of
deceased. The concept of scattering went awry of winds that blew the ashes back on attendees of
angry park attendants or green keepers remonstrating and interrupting the proceedings. This
concept has provided various ethical framework to the society. Now, the relatives or friends of
deceased person can also perform cremation ceremonies on behalf of their family members.
Although there is passive or indirect participation yet it is recognised fruitful. With passage of
time there are several changes taking place in the society which highlights a step ahead in the
society.
Now, suggesting another emerging ritual in this line is use of digital technology in
cremation process. It is often noticed that in order to purchase essential commodities for funeral
consumers have to wait in long queues (Armstrong and Adam, 2014). Already, the friends and
relatives are suffering from emotional outbreak. In such crucial time, they face situations like
standing in queue and waiting for their chance to come or traffic issues. This again rages their
anger and aggression towards society. In addition, activities related to cremation are performed
within due limit of time not after sunset. This demands for use of the fastest tools and techniques
to be adopted for cremation activities. So online payment system should be introduced by funeral
based industry. They need to develop their websites on internet so that consumers can easily
access. They can make quick payments without delays caused by long queues. Goods and
services will be availed directly to consumers home. Apart from saving time it will also help to
make detail accesses about various cremation products on virtual basis (Corrigan, 2011).
Digitalisation of financial transactions will develop better and effective process of
operations. Online facility will help individuals to make study of products and services well in
advance to make comparison. This emerging ritual will be a beneficial concept for individuals it
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undertakes operations in calm and cold manner. It will ensure better optimisation of resources
and proper implication for methods.
TASK 5
Product and services associated with new emerging ritual for scattering ashes
As mentioned above the emergent ritual that can be adopted in coming up future is online
payment of transactions undertaken for purchase of commodities and services for cremation. It is
an obvious fact that the new ritual will require wide amount of products to develop effective
trend. There are various line of product and services required for it to make proper utilisation of
resources. Business enterprises will expand their operations to online platform (Gerlich and
Sollosy, 2013). It will require following products and services to undertake online transactions
for emerging ritual: Use of portals: The business entities need to develop portals by technical experts of IT
field. Web portal refers to specially designed websites that bring information together for
diverse sources in uniform way. It will act as door that provides wide range of
information about funeral products to facilitate a new user. Financial platform: Another product required is to interconnect various financial
institutes and banks to payment system. Payments will be made in favour of concerned
business entities through online transactions. Banks will also participate in availing
financial services in form of net banking through debit and credit card (Jobber and Ellis-
Chadwick, 2012). Digital technology: It is branch of scientific or engineering technology knowledge that
deals with creation and practical use of digital and computerised devices. Both the buyers
and sellers will make effective use of internet, computers, laptop and mobile phones. This
will ensure better, faster and effective usability of resources.
 Interaction between producers and consumers: The business firms will also require to
have open and clear interaction with customers (Jobber and Ellis-Chadwick, 2012). They
need to provide detail analysis of products and services available in their shop for
cremation activities. In addition, they are also responsible to resolve queries related to
clients.
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These above mentioned products and services will make proceedings better and in favour
of consumers. With changing consumption patterns and practices there is emergent need of such
new concept. This will help to undertake operations in faster way without any feeling of
frustration. They will be able to make proper use of resources along with less wastage of energy
and time.
TASK 6
Factors that influence design of such rituals and degree of satisfaction experienced by
participants
The above mentioned concept will provide greater level of satisfaction to individual so
that feeling of distress and disappointment is reduced. There are various factors that influence
design of such rituals. One of the crucial factor is technology that empowers individuals to work
in favour of consumers and buyers both. They will make use of advanced and innovative tolls so
that better outcomes are attained (Sheth and Sisodia, 2015). The technical experts will ensure
that safe and secured measures are taken in consideration. Data and information related to
customers are not hacked or damaged in any manner. This will ensure proper evaluation of
resources without risk of failures and defects. Individuals will be benefited with the use of the
latest technology.
Another factor influencing emerging ritual is consumer perception to work effectively.
Although this is conducted in two types that is restrictive and inclination. According to
restrictive perspective, the consumers will not accept or welcome new ritual. They will take
measures to resist upcoming changes. While, inclination perspective will result in involvement of
new technology in concerned market.
The other factor influencing design of such ritual is determining availability of its
services in the market. There are few firms undertaking online platform operations for purchase
of commodities related to cremation. Still, there is need and scope of expansion in concerned
business entity.
CONCLUSION
It can be concluded from above report that consumer behaviour depends upon various
factors that need to be studied in efficient manner. The report make use of Sheth newman grross
model of consumption values and Howard sheth model to account for choices made by
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consumers in the immediate aftermath of bereavement. Further, the report examines life course
events like historical background, social and geographical conditions, education and
technological involvement that effects consumption pattern and practices. It also introduces new
ritual in the report related to cremation activities that is introduction of online platform for
making payment of cremation ceremony products. In this manner iota will benefice both
organisation and individualise in accomplishing their needs and demands.
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REFERENCES
Books and Journals
Armstrong, G. and Adam, S., 2014. Principles of marketing. Pearson Australia.
Armstrong, G. and et.al., 2014. Principles of marketing. Pearson Australia.
Armstrong, G., 2012. Principles of marketing. Financial Times/Prentice Hall.
Armstrong, G., 2014. Principles of marketing. Financial Times/Prentice Hall.
Branett, W.A. and Serleties, A., 2012. Consumer preferences and demand systems. Journal of
Economics. 147(2). pp.210-224.
Close, A., 2012. Online Consumer Behavior: Theory and Research in Social Media, Advertising,
and E-tail. Routledge.
Corrigan, P.W., 2011. Best practices: Strategic stigma change (SSC): Five principles for social
marketing campaigns to reduce stigma. Psychiatric Services. 62(8). pp.824-826.
Corrigan, P.W., 2011. Best practices: Strategic stigma change (SSC): Five principles for social
marketing campaigns to reduce stigma. Psychiatric Services. 62(8). pp.824-826.
Cowart, K.O., Fox, G.L. and Wilson, A.E., 2012. A structural look at consumer innovativeness
and self congruence in new product purchases. Psychology & Marketing. 25(12).
pp.1111-30.
Gerlich, R.N. and Sollosy, M., 2012. Evaluating the assessment outcomes in the principles of
marketing course. Academy of Educational Leadership Journal. 13(1). p.127.
Gerlich, R.N. and Sollosy, M., 2013. Evaluating the assessment outcomes in the principles of
marketing course. Academy of Educational Leadership Journal. 13(1). p.127.
Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice of marketing(No. 7th).
McGraw-Hill Higher Education.
Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice of marketing(No. 7th).
McGraw-Hill Higher Education.
Küsel, R. and Ras, P., 2010. Gender buying behaviour: German tourists – informal craft markets.
African Journal of Economic and Management Studies. 1(2). pp.211 -221.
Lightner, N. J., 2014. Evaluating e-commerce functionality with a focus on customer service.
Communications of the ACM. 47(10). pp.88-92.
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Nepalia, 2011. Brand management and its impact on consumer buying behavior. International
Research Journal. 1(17). pp. 113-114.
Schmitt, A. J., 2011. Strategies for customer service level protection under multi-echelon supply
chain disruption risk. Transportation Research Part B: Methodological. 45(8). pp.1266-
1283.
Schmitt, A. J., 2012. Strategies for customer service level protection under multi-echelon supply
chain disruption risk. Transportation Research Part B: Methodological. 45(8). pp.1266-
1283.
Sheth, J.N. and Sisodia, R.S., 2015. Does marketing need reform?: Fresh perspectives on the
future. Routledge.
Sheth, J.N. and Sisodia, R.S., 2015. Does marketing need reform?: Fresh perspectives on the
future. Routledge.
Smith, M.C., 2014. Principles of pharmaceutical marketing. Routledge.
Solomon, R. M. and Rabolt, J. N., 2013. Consumer Behavior: In Fashion. 2nd ed. Prentice Hall
Higher Education.
Tanner, J.F. and Raymond, M.A., 2011. Principles of marketing. Flat World Knowledge.
von der Heidt, T. and Quazi, A., 2013. Enhancing learning-centeredness in marketing principles
curriculum. Australasian Marketing Journal (AMJ). 21(4). pp.250-258.
Wood, M., 2012. Marketing social marketing. Journal of Social Marketing,2(2), pp.94-102.
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