Unit 17 Marketing Intelligence -Level 4

Unit 17 Marketing Intelligence

Level 4

Task 1

A. Describe the main stages of the purchase decision making process and explain three (3) theories of buyer behaviour in terms of individuals and markets.

B. Main Factors Affecting the Buyer Behaviour

C. Evaluate the relationship between brand loyalty, corporate image and repeat purchasing

Task 2

A. Evaluate different types of market research techniques and prepare a marketing research plan to obtain information in the scenario above.

B. Design and complete a customer satisfaction survey for the scenario above and review the success of a completed survey.

C. Evaluate techniques that you will use to assess customer response.

D. Assess the validity and reliability of your market research findings.

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