BUSFP4024 Capella University Enterprise Purchasing Process Analysis

BUSFP4024 Capella University Enterprise Purchasing Process Analysis

BUSFP4024 Capella University Enterprise Purchasing Process Analysis

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Assessment 2

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Enterprise Purchasing Process

Overview –  BUSFP4024 Capella University Enterprise Purchasing Process Analysis

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

Use this online tool to track your performance and progress through your course.

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Context – BUSFP4024 Capella University Enterprise Purchasing Process Analysis

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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Retail stores remain a dominant force in the sales of goods to consumers. A great deal of consideration is

 

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Online shopping continues to increase and evolve, and firms such as eBay and Amazon have become permanent fixtures in the marketing landscape.

 

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? BUSFP4024 Capella University Enterprise Purchasing Process Analysis

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?

 

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 managers 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

 

The resources listed below are relevant to the topics and assessments in this course and are not required. Unless

 

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Bryan Nickerson

 

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.

Assessment Instructions – BUSFP4024 Capella University Enterprise Purchasing Process Analysis

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

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Consumer Decision-Making Model – BUSFP4024 Capella University Enterprise Purchasing Process Analysis

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. BUSFP4024 Capella University Enterprise Purchasing Process Analysis

CHECK YOUR PROGRESS

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 decision- making. 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 decision- making 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:

 

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?

 

Resources – BUSFP4024 Capella University Enterprise Purchasing Process Analysis

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:

 

Assessment 1 Context.

 

Capella Multimedia

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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/consumer- buying-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.

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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