Description
A customer’s journey through the decision process is complex and influenced by many internal and external factors. A sound marketing strategy requires an understanding of the full journey a customer takes and how to engage the customer at each stage. This week you will be mapping a customer journey for a product of your choosing. Begin by selecting a product that engages your curiosity about why it has been successful or uses an intriguing marketing strategy.
After selecting your product, complete an analysis that includes the following:
Describe the product and marketing strategy you have selected, and what distinct properties or elements inspired your choice
Explain a customer’s journey with this product, beginning with the information search and the decision process leading to a purchase. Be specific about the type(s) of choice processes the customer is engaging in and what evaluative criteria they are using to predict satisfaction.
What marketing strategies can you identify at each stage of the customer journey with this product?
How do these strategies seem to be addressing the internal and external factors influencing the customer’s decision process?
Recommend at least two additional strategies the company could consider. Explain what part of the customer journey they would influence and how.
In your assignment, use the textbook and integrate at least one additional peer-reviewed source along with their citations and references. Your assignment must be a Word doc, APA formatted, and include at least 1500 words.
Question 2
Think of two purchases you have made, one involving an extensive pre-purchase information search, and another that involved very little pre-purchase searching to discuss the following:
Describe each one using insights from your reading, describing the nature of the search, types of information sought, and evaluation processes.
What factors caused the differences in purchase search styles?
How did the product marketing strategies impact your information search levels and decision process leading to each of these purchases?
Describe your satisfaction levels with each of these purchases and share conclusions you can draw from your satisfaction levels to the pre-purchase decisions you made.
Post an initial response of 500 words that includes at least one APA citation and the associated reference
