ASSIGNMENT ONE
In this chapter, we examined the world of business-to-business marketing and learned that all types of organizations engage in B2B marketing, even if they do not directly market to consumers. Watch the following videoLinks to an external site.. Once you are finished being either terrified or envious move on to complete the following assignment. 🙂
Pretend you are the marketing manager of a company that would like to provide Google one of the following services:
Massage chairs
New Protein bars
Dry cleaning services
Personal Fitness training
Disposable but sustainably sourced and recyclable dining utensils
Yoga mats
Any product of your choice that you think Googlers would enjoy.
As the marketing manager for the company, what would your strategies be to have Google choose you as the vendor for that particular product? Explain your strategies using concepts from Chapter 7 in the textbook. Address each of the four categories that impact business buying decisions:
What product features will you focus on? Why will these features be important to Google. (4 sentence minimum)
If you were to market this same product to the consumer market how will you highlight the same features of your product you mention above (this response will showcase your understanding of how to tailor your marketing message to business customers vs. consumers). 5 sentence minimum. 
Pick THREE dimensions listed in Figure 7.1 (Dimensions of Business Customers and Business Transactions) and describe how you would address these dimensions for your product. (minimum 5 sentences)
Please write the question above your response, spell check, and use good grammar. 
ASSIGNMENT TWO
The purpose of this exercise is to broaden your understanding of consumer behavior by bringing you face-to-face with a customer. The first step is to find a person who is not a member of this course, and who has recently bought a product or service. Examples include car, household products, haircut, laundry detergent, restaurant meal, boba drink, toy or gift for a child etc. This customer could be an institutional/industrial buyer if you prefer.
Your assignment is to conduct a depth interview of about 20-30 minutes in length with this customer. The goal of the interview is to understand the decision process that governed the purchase of this product or service in terms that can be useful to a marketing manager.

Read the assignment and textbook chapter 6 carefully before you conduct the interview to ensure that you get all the information you need to complete the assignment during the interview. You should try to stimulate a lively and open discussion from which you can: (a) develop a deep understanding of the purchase decision process; and (b) surface the factors, in the environment and in the customer’s psyche that really determined why the customer acted the way s/he did.
Please respond to the following questions:
What is the product or service? Provide a detailed description of the product or service
What was the purchase date?
Who bought the product or service?
Looking at the graphic 6.1 on page 135 of the textbook list all the possible Situational, Psychological and Social Influences on the buying process.
Situational:
Psychological:

Social

Looking at the bottom half of the graphic describe how the consumer worked through each of the different stages of the Consumer Buying Decision Process (Chapter 6, Figure 6.1 page135… page may be different in eBook or other editions ).
Problem Recognition

Information Search

Evaluation of Alternatives

Purchase
Post Purchase Evaluation
How did the marketer (organization selling the product) attempt to influence the consumer during each of the steps of the Consumer Buying Decision Process? (150 words)
What did you learn from this exercise? How does it tie to what you have learned in this class? (150 words)
Assignment Directions :
Please make sure you number the question, re-write the question and type your response. below. 
Use textbook concepts to support your responses.
Spell check and use college-level writing. 
If you use outside sources please cite them using the proper format. 
Some students benefit from a “sample” assignment. To that end, I have attached several assignments to give you a general sense of what is expected. Please note that the questions that were asked in the sample assignments differ slightly from the ones asked in this assignment. 
Use these samples ONLY as a guide. They did not receive a perfect score!
Sample Assignment-1.pdfDownload Sample Assignment-1.pdf

Sample Assignment 2.pdfDownload Sample Assignment 2.pdf