Buyer Behaviour

Buyer Behaviour - Analyzing Buyer Behavior Instructions In...

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Analyzing Buyer Behavior Instructions: In this scenario-based activity, you will need to review the scenario presented to you, your role in the process, and then read the viewpoints of the key employees that have been assigned to help you with this activity. Be sure to view the grading rubric at the bottom prior to proceeding to the activity. Your completed paper will be submitted to the Drop Box. Scenario Scenario Summary You are the new Vice President of Marketing for Graves Enterprises, makers of consumer and commercial grade floor care products. You have two marketing directors that report to you, each of who is in charge of either the consumer market or the commercial market. Graves Floor Care Products are currently priced comparable to their direct competitors in both markets. They are also distributed through the same distribution channels, although there is no real incentive for the distributors or retailers to carry Graves Floor Care's products over those offered by the competition. The sizes and packaging of Graves products and those of the competition are similar, yet there are distinct competitive differences that are not effectively promoted. Some differences include a unique, proprietary chemical cleaner that cleans "dry" (and does not clean "wet"), which helps to reduce mold. In addition, the Graves products reduce mold. Graves products utilize environmentally friendly chemistry, contain “Scotchgard” for continued stain protection. In addition, they are hypoallergenic, and offer a pleasant citrus aroma for up to three months after used. As the new Vice President of Marketing, YOU are tasked with doubling sales in both the consumer and commercial markets within the next year. Your Role/Assignment You have requested your marketing directors to review the various primary and secondary market research available for their respective markets. They are to summarize their findings by creating a written report. They are also to provide the initial aspects of a new marketing plan, which is to include a definition of their target markets, an analysis of their primary competitors, a pricing position, and a distribution strategy. They are encouraged to think creatively, using their innovation to open new markets for their products. A week later you hold a meeting with your Marketing Directors, and this is what they offered: CHARACTERS Graves Enterprises Back to top Graves Enterprises Central Characters Joshua_Edwards
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Rena_Morales Edward_Matthews Joshua Edwards Marketing Director, Consumer Products Rena Morales
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Buyer Behaviour - Analyzing Buyer Behavior Instructions In...

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