Marketing Intelligence Assignment Solved
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Added on 2021-02-19
Marketing Intelligence Assignment Solved
Added on 2021-02-19
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MARKETINGINTELLIGENCE
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................11.1 Main stages of the purchase decision making process...........................................................11.2 Theories of buyers behaviour in terms of individuals and market.........................................21.3 Factors affecting buyers behaviour........................................................................................31.4 Relationship between brand loyalty, corporate image and repeat purchasing.......................3TASK 2............................................................................................................................................32.1 Market research techniques....................................................................................................32.2 Secondary data to achieve marketing research techniques....................................................42.3 Viability and reliability of the market research findings.......................................................42.4 Marketing research plan.........................................................................................................5TASK 3............................................................................................................................................53.1 Assessment of market size trends..........................................................................................53.2 Competitor analysis...............................................................................................................63.3 SWOT analysis of Volkswagen.............................................................................................6TASK 4............................................................................................................................................74.1 Techniques for assessing customers response.......................................................................74.2 Design and complete a customer satisfaction survey............................................................84.3 Review the success of a completed survey..........................................................................10CONCLUSION..............................................................................................................................10REFERENCES..............................................................................................................................12
INTRODUCTIONMarketing intelligence is defined as the process through which information relating to themarket trends, competitors and consumers of a business is gathered and monitored for thepurpose of decision making. Through marketing intelligence accurate decisions are made bydetermining strategies in the area of market opportunities and market penetration. The companytaken for the project report is Volkswagen. It is a company in auto-mobile sector founded in theyear 1937. Founder of the organisation is German Labour Front and in the year 1953 it extendedits market segments to UK markets (Marketing Intelligence, 2013). The reports includes decisionmaking process of consumers, buyers behaviour theories, factors that affects buyers behaviours.Objectives of the market research and techniques used for the same with usage of secondarydata. Validity and reliability of market research findings and market research plan. Together withthis market size trend and SWOT analysis for the organisation. Consumer satisfaction surveywith review of the survey. TASK 11.1 Main stages of the purchase decision making processPurchase decision making is the process that helps in identifying needs and preferencesof consumers. This decision making moves through different stages in the first stages the needsand wants for the product and service offered will be identified. In the second stage the bestsuitable product that satisfy the needs will be searched. Such as availability of different forms ofauto-mobiles is their and one which suits the best will be identified. In the third stage differentalternatives served by various manufacturers in the auto-mobile sector will be analysed (Du Toit,2015). In the fourth stage selection decision will be made which is most suitable for availableresources. In the fifth stage evaluation of the purchase decision will be made after using thepurchased car for some period. This last stage helps to judge whether the selected product helpsin satisfying needs of the consumers or not. Through evaluation Volkswagen will be able tomake correct market strategy for satisfying large number of consumers. 1
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