Module 2 – SLP
BUSINESS-TO-BUSINESS MARKETING AND MARKETING CHANNELS
Buyer Behavior Application
Buyer behavior is at the core of marketing. All marketing programs need to begin with an understanding of why and how consumers buy what they do. If no one purchases a company’s product or service, the company will quickly go out of business.
Apply the model of consumer behavior (Exhibit 11 on page 89 of your textbook) to the product/service you selected in Module 1. Explain how the model affect the purchase process as it relates to the product/service.
Providing a list of the steps or a graphic of the model is not adequate, you should explain how the process works in the real world using your own words supported by research.
You must use at least two articles from the Trident Online Library’s online databases (Academic Search Complete, Business Source Complete and/or ProQuest Central). The focus of this assignment is application and critical thinking. Since you are engaging in research, be sure to cite and reference the sources in APA format. The paper should be written in third person; this means words like “I,” “we,” and “you” are not appropriate. For more information see Differences Between First and Third Person.
See the Student Guide to Writing a High-Quality Academic Paper, including pages 13 and 14 on in-text citations. Another resource is the “Writing Style Guide,” which is found under “My Resources” on the TLC portal. All research should be cited in the body of the paper. In-text citations and corresponding references should be included in your paper. The use of direct quotes is strongly discouraged.
Use the attached APA-formatted template (MKT301 SLP2) to create your submission.
SLP Assignment Expectations
Your submission will include:
- Trident University International’s cover page
- A two-page paper with APA citations (2-3 sentence introduction, body, 2-3 sentence conclusion)
- The reference list page in APA format (see specific research requirements)
At Trident University International, rubrics are used for grading. These rubrics specify the points available for each component of an assignment. Points are earned based on the level of the work submitted. The SLP rubric can be viewed under the “Assessments” menu at the top of the page.