Evaluate the different approaches that can be applied to market research and the methods of market research, to further understand the decision-making process from both B2B and B2C perspectives.

Unit Learning Outcomes:
Demonstrate the ability to map a path to purchase in a given category, including the decision-making process.

Evaluate appropriate forms of research to understand influences on the decision-making process (B2C and B2B).

Evaluate how marketers influence the different stages of the decision-making process

Scenario
An important part of marketing is understanding the decision-making process and the factors that can be influenced in buyer behavior from the context of Business to Business (B2B) and Business to Consumer (B2C), although there are similarities in the approach to each, there are also distinct differences, depending on the intended target market.

You have been newly appointed as the assistant marketing manager at Apple UK. You have been tasked with presenting a report entitled “Decision-making Process” You are to assess the decision- making process, consider the different approaches that can influence buyers from both B2B and B2C perspective when purchasing Apple products or services.

Throughout your report consider either Apple products or services that Apple UK provide, to allow you to provide specific examples throughout your report.

1. Introduce the stages of the consumer decision-making journey and explain why it is important for marketers to understand its importance.

Analyze the 5-stage model applicable to one Apple product or Service, you can use one of the below or choose any other Apple product or service.

2. Explain the value of mapping a path to purchase for marketers.

3. Critically evaluate how marketers can respond to the decision-making process, considering the following factors

1. Providing specific examples, compare and contrast the different approaches of the decision-making process from both the B2B and B2C contexts. Apply a critical evaluation of the application of the Pareto principle.

2. Evaluate the different approaches that can be applied to market research and the methods of market research, to further understand the decision-making process from both B2B and B2C perspectives. Provide justified specific examples critically evaluating how different factors can influence buyer behavior.

Consider the following;
1. Critically evaluate how and how marketers can influence each stage of the decision-making process, in the context of B2C and B2B giving specific examples relevant to Apple products or Services. With reference to relevant models and methods.