BUSFP4024 Capella University Enterprise Purchasing Process Analysis Please view the two Assessments and complete them separatelyPlease make sure that you follow all INSTRUCTIONS and send with a turnitin report 12/2/2019
Assessment 2 – BUS-FP4024 – Fall 2019 – Section 01
Assessment 2
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Enterprise Purchasing Process
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Overview
Write an analysis of the purchasing process conducted by a specific enterprise.
Just as consumers have a process by which they purchase products, every enterprise has a process by which it
purchases products.
By successfully completing this assessment, you will demonstrate your proficiency in the following course
competencies and assessment criteria:
Competency 2: Analyze consumer behavior.
Describe a business that acquires, consumes, and disposes of a product.
Assess how the business acquires products or services, including the purchasing process.
Competency 3: Assess the managerial application of customer behavior concepts.
Explain difficulties of obtaining products and how the process can be improved.
Competency Map
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progress through your course.
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Context
Analyzing how consumers recognize their needs for products and evaluate their alternatives allows companies to
determine how many types of products they should offer and how to advertise them. In recent years, when
consumers showed a strong interest in healthier living and eating, fast food restaurants began offering alternative
menu items. In some cases, such restaurants had difficulty predicting the particular ways that healthy living could
be translated into their product offerings. Hamburgers without buns became a short-lived offering at some fast
food restaurants. In contrast, healthy alternatives to French fries and soft drinks in kids’ meals are still offered by
many establishments.
The purchasing of goods and services drives the economy, but many factors influence consumers’ purchasing
decisions. The price associated with a purchase impacts whether or not a consumer will buy. Many other
variables, such as how to pay for the purchase and the timing of the purchase, do as well. Many companies will
use incentives such as cash-back, zero percent financing, or discounts to try to influence customers buy sooner
rather than later.
Consumers have many choices in the types of goods and services they may purchase. They also have a variety of
choices in the means by which to make a purchase. For example:
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Assessment 2 – BUS-FP4024 – Fall 2019 – Section 01
Retail stores remain a dominant force in the sales of goods to consumers. A great deal of consideration is
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location of the stores.
Online shopping continues to increase and evolve, and firms such as eBay and Amazon have become
permanent fixtures in the marketing landscape.
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Questions to Consider
To deepen your understanding, you are encouraged to consider the questions below and discuss them with a
fellow learner, a work associate, an interested friend, or a member of the business community.
Many enterprises work to assist consumers through the pre-purchase phase, including the need
recognition, the search, and the pre-purchase evaluation process. Toyota is an example of one such
enterprise. Find the Toyota Web site by doing an Internet search. Once you access the site, evaluate the
different ways that the company tries to assist the consumer in each step of the pre-purchase phase. How
is the Toyota site innovative in its attempt to provide assistance during the pre-purchase processes?
In many cases, current marketing works by trying to get a customer to change his or her desired state in
the need recognition step of the consumer decision process model. This means that the company tries to
influence customers to want to purchase its product instead of a different product. Find an example of a
current advertisement that is trying to convince customers that they need a particular product. Examples
can come from television, magazines, radio, direct mail, or the Internet.
What is the desired state the advertisement is trying to encourage in customers?
How is the advertisement trying to change customers’ need recognition?
Do you think this ad is effective? Why or why not?
Reflect on a time when you were lured into a store or into consideration of purchasing a product by seeing
a high-end price item. How did the high-end price on one item affect your own thoughts on a purchase?
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Resources
Suggested Resources
The following optional resources are provided to support you in completing the assessment or to provide a
helpful context. For additional resources, refer to the Research Resources and Supplemental Resources in the left
navigation menu of your courseroom.
Capella Multimedia
Click the link provided below to view the following multimedia piece:
Consumer Behavior Terminology | Transcript.
Library Resources
The following e-books or articles from the Capella University Library are linked directly in this course:
Loshin, D. (2012). Business intelligence: The savvy manager’s guide (2nd ed.). Waltham, MA: Elsevier.
Chapter 15 is particularly applicable to this assessment.
Course Library Guide
A Capella University library guide has been created specifically for your use in this course. You are encouraged to
refer to the resources in the BUS-FP4024 – Customer Behavior Library Guide to help direct your research.
Bookstore Resources
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The resources listed below are relevant to the topics and assessments in this course and are not required. Unless
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noted otherwise, these materials are available for
purchase Support
from the Capella
University Bookstore.
When
searching the bookstore, be sure to look for the Course ID with the specific –FP (FlexPath) course designation.
Babin, B. J., & Harris, E. (2018). CB8: Consumer behavior (8th ed.). Boston, MA: Cengage.
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Assessment Instructions
Write an analysis of the purchasing process conducted by a specific enterprise of your choice.
Complete the following:
Select a current or previous employer and briefly describe the organization and its main business. You
do not have to have been involved in the organization’s actual purchasing process and decisions to
complete the assessment.
Analyze the purchasing process of the company by answering the following:
Assess and describe what it was like to acquire products within the company for use in your job.
Do not include products that were for resale.
If possible, provide examples of both smaller items—such as office supplies or items needed to
complete daily tasks—as well as larger items, such as a computer.
Describe the process required to obtain the products. Include such information as:
The time it took to obtain items.
The process, or processes, involved. For example, was the process time consuming or
straightforward?
Explain any difficulty in obtaining products.
Describe how the process could have been improved.
Use proper APA style and formatting. The content of your assessment should determine the length.
Enterprise Purchasing Process Scoring Guide
Use the scoring guide to enhance your learning.
VIEW SCORING
GUIDE
How to use the scoring guide
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Assessment 1 – BUS-FP4024 – Fall 2019 – Section 01
Assessment 1
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Consumer Decision-Making Model
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Overview
In writing, apply a decision-making model of your choosing to a complex purchasing decision that you have made
in the past.
By successfully completing this assessment, you will demonstrate your proficiency in the following course
competencies and assessment criteria:
Competency 1: Assess the role that customers assume to acquire, consume, and dispose of products and
services.
Describe how the decision process influenced consumer behavior.
Competency 2: Analyze consumer behavior.
Analyze consumer behavior within a complex purchasing decision.
Competency 3: Assess the managerial application of customer behavior concepts.
Assess the managerial application of customer behavior concepts.
Competency Map
Use this online tool to track your performance and
progress through your course.
CHECK YOUR
PROGRESS
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Context
Consumer behavior is one of the most interesting topics in the discipline of marketing. Attempting to understand
why consumers buy certain products but not others or why a particular product becomes a must-have item is
fascinating detective work. To engage in these types of activities, it is necessary to understand the role of
consumer behavior within the discipline of marketing, as well as the different approaches to consumer decisionmaking. Although understanding precisely why consumers behave the way they do is not always possible, it is
generally possible to understand themes, or the overarching rationale, for certain types of behavior. For example,
convenience is a theme that pervades an enormous number of goods and services.
The wide range of consumer preferences creates many different categories of customers and a large number of
choices of products. Because of the variability within consumer behavior, it is important to know how consumer
behavior has evolved and what trends may appear in the future. By understanding how consumer decisionmaking impacts the products that are available now and in the future, marketers may help direct their companies
to decisions that meet customer needs and bring greater profitability.
The Assessment 1 Context document contains important information related to the following topics:
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Assessment 1 – BUS-FP4024 – Fall 2019 – Section 01
Targeting to Customer Preferences.
Consumer Decision-making Process.
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Questions to Consider
To deepen your understanding, you are encouraged to consider the questions below and discuss them with a
fellow learner, a work associate, an interested friend, or a member of the business community.
We are all consumers. On a daily basis, we find ways to obtain, consume, and dispose of products. Think of
an example of what you have done as a consumer in your own life. How did you participate in obtaining,
consuming, and disposing of a product? What was interesting, unique, or creative about the product? Why
did you obtain the product by a certain method as opposed to a different method? Was the product used,
or consumed, in the way the seller intended?
Select a well-known organization that you believe uses the idea of consumer orientation. What are two
ways that the organization displays consumer orientation? Assess the success of the organization in its use
of consumer behavior concepts. What would, and does, influence customer behavior as it relates to this
organization, its business, and its consumer orientation?
The government, from the national level to the local level, plays an important role in how products are
acquired, consumed, and disposed of. Think about the policies of the government on the acquiring,
consuming, and disposing of products. Select an aspect of your local community that you believe that the
government, whether local or national, should act upon, or does act upon, in acquiring, consuming, or
disposing of a product. What is the consumer’s role in this aspect as it relates to acquiring, consuming, or
disposing of the product? Does the government have any control or role in this aspect currently? Should
the government take a more active role or a less active role in this aspect?
Although consumers can often identify their own processes for buying particular products, the purchasing
habits of other people can sometimes seem mysterious. Consider whether you think most purchasing is
done through a process, like a structured consumer decision-making process, or through gut decisions.
For many consumers, there comes a time when they become dedicated to a particular brand or service.
Some have described this as moving from a customer to a friend, and finally to a fan. Review the
presentation Customers, Friends, and Fans, linked in the Resources, which addresses these categories.
Then, consider these categories, the conversion through the categories, and the companies with which
you interact as a customer, and respond to the following:
Describe your experience with three different enterprises. Pick one enterprise for which you would
consider yourself a customer, one enterprise for which you would be a friend, and one of which you
could call yourself a fan.
Why would you consider yourself a customer, friend, or fan of each enterprise? What has the
company done to put you into the category you chose?
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Resources
Suggested Resources
The following optional resources are provided to support you in completing the assessment or to provide a
helpful context. For additional resources, refer to the Research Resources and Supplemental Resources in the left
navigation menu of your courseroom.
Capella Resources
Click the links provided to view the following resources:
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Assessment 1 – BUS-FP4024 – Fall 2019 – Section 01
Assessment 1 Context.
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Capella Multimedia
Click the links provided below to view the following multimedia pieces:
Evolution of Marketing.
Customers, Friends, and Fans.
Consumer Behavior Terminology | Transcript.
Course Library Guide
A Capella University library guide has been created specifically for your use in this course. You are encouraged to
refer to the resources in the BUS-FP4024 – Customer Behavior Library Guide to help direct your research.
Internet Resources
Access the following resources by clicking the links provided. Please note that URLs change frequently.
Permissions for the following links have been either granted or deemed appropriate for educational use at the
time of course publication.
KnowThis.com. (2012). Consumer buying behavior. Retrieved from https://www.knowthis.com/consumerbuying-behavior/consumer-buying-intro/
Bookstore Resources
The resources listed below are relevant to the topics and assessments in this course and are not required. Unless
noted otherwise, these materials are available for purchase from the Capella University Bookstore. When
searching the bookstore, be sure to look for the Course ID with the specific –FP (FlexPath) course designation.
Babin, B. J., & Harris, E. (2018). CB8: Consumer behavior (8th ed.). Boston, MA: Cengage.
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Assessment Instructions
As consumers, we all undergo a decision-making process when considering which products to purchase and
use. Choose a complex purchasing decision of which you have been a part in your personal life or in your job.
Using a decision-making model of your own choosing and your chosen complex purchasing decision,
complete the following:
Define your chosen decision-making model.
Describe, in detail, how you experienced each step in this consumer decision-making model as it
applies to your complex purchasing decision.
For clarity, describe each step in a separate paragraph.
Use proper APA style and formatting. The content of your assessment should determine its length.
Consumer Decision-Making Model Scoring Guide
Use the scoring guide to enhance your learning.
VIEW SCORING
GUIDE
How to use the scoring guide
SUBMIT ASSESSMENT
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