MKTG 1050 - Buyer Behaviour Instructions - Management Assignment Help

Assignment Task

Assessment: Read the case study below and answer only four questions. This assessment contributes 50% to the total grade. 

Assessment format: Take home, open book. There will be no invigilation. Student may take their time to draft and develop their answers.

Assessment answer Format: Use the answer sheet uploaded. Typed in Word file, Arial, 11font size, single spaced.

Submission: Save as a pdf and upload on Canvas submission link
Details:

1. This is a summative piece of assessment that brings together your learning in the Buyer Behaviour course over the teaching period.

2. You are expected to complete this task individually without conferring with others.

3. Your instructor will not be providing any guidance or advice on how to complete the questions. You must not contact your instructor during the final assessment. All the information required in this regard is provided within this document and through your studies.

4. It is imperative that you complete the task precisely, with care and consideration of the principles, theories and practices of Buyer Behaviour.

5. Each question has a maximum limit of 800 words which must be adhered to. Exceeding the word limit will render your answer to that question void. At the end of each question, students must insert the word count in brackets, then add the list of references if applicable. Tables can be used; however, they form part of the word limit. Figures, images and diagrams are welcome, and they do not form part of the word limit. References do not form part of the word limit. Point form, sub-headings and similar elements that allow you to remain concise (but clear) are most welcome and encouraged.

6. You must use the answer sheet (uploaded) to answer the questions. Please then start each of the four questions on a new page and attempt the four questions in the order they are presented.

7. You are welcome to bold, underline, italicize, colour or highlight key points or areas for emphasis. Point form is welcome where applicable. Diagrams, images, tables etc. can be placed wherever they best fit and must be given a heading and source detail (if
applicable).

8. Your work is submitted via our plagiarism detection software, and you must rely on your own learning and acquired knowledge– that is, there should be no need to go outside the material you have already been provided to respond to the questions. You may do some website and database search and cite references if you do. You must use your own words and strategic insights in your answers.

9. Please note that this final assessment task is to be done individually and without
consultation or discussion with others. Any student who is found to have breached this requirement through any form of media or contact will be investigated for academic
misconduct.

10. Students may use websites and database search but should cite your references using Harvard style referencing (word count does not apply to references).

11. Students must answer only four of the five questions. If you answer all five questions, the last answer will not be graded.

12. Students are responsible for submitting their final assessment on time, as late submissions for final assessment will not be accepted. If circumstances prevent students from being able to submit their assessment by the deadline they will need to apply for special consideration.

13. Specific submission details will be posted before the submission date. Unlike the assignment submission, students will be able to submit this assessment only once. If you encounter any technical failure with Canvas or Turnitin at the time you submit your assessment, you must email a copy of your assessment to Kaleel Rahman, course coordinator - kaleel.rahman@rmit.edu.au and use “MKTG1050 MELB FINAL YOUR LAST NAME STUDENT NUMBER” in the subject line. If you fail to give the specific details or send to wrongs persons, your assessment will be disregarded. 

QUESTION ONE 
Using the consumer decision making process you have learned, analyse how a book buyer would go about making his/her decision to buy a book in 2021.  (12.5 marks) 

Populate your answers here
Write the number of words at the end in brackets (800 maximum). 
Add list of references if applicable.  
QUESTION TWO  
The global book industry is undergoing major transformation, driven by innovations in the ways that books are written, published, marketed and read. One of the complications in financing new books is that e-books have become established in the market at much lower price points than printed books. It is possible that consumer willingness to pay the listed retail price for new books has decreased.
Recently, Coles broke deals on printed books with a major publishing house at significantly low price. Coles decided to open a book-shop section to sell books in their supermarket chain stores at bargain prices. You have been hired as a “in-store strategy specialist” to take care of their book-shop section business. Discuss the strategies you will undertake to make it a success. (12.5 marks) 
Populate your answers here…
Write the number of words at the end in brackets (800 maximum). 
Add list of references if applicable. 
QUESTION THREE 
Whilst Coles was in the hiring process, amidst supermarket war, Woolworths has already launched their book-shop section business and has hired you as a marketing consultant. Yet, amongst Covid19 crisis, customers stubbornly touched the books on the display shelves. Due to potential virus spread threat, this issue was brought to the attention of media and the government. Woolworths has requested you to come up with strategies to change customer attitudes to book buying behaviour and persuade them not to touch books when browsing titles. What would you do? (12.5 marks) 

Populate your answers here…
Write the number of words at the end in brackets (800 maximum). 
Add list of references if applicable. 
QUESTION FOUR 
Australian industry is closely linked to the Britain and USA: The largest English language centres of publishing in the world.  
You are a Chief Marketing Officer of a major publishing company in Australia. A particular book you published became a number one seller in the country. One of your managers comes to you and tells you “why don’t we sell this book in India where English is spoken by 150 million people alone”? If the CMO considered selling this book in India, what are the “invisible hands of culture” he/she needs to consider? Discuss your answer with examples. (12.5 marks) 

Populate your answers here…
Write the number of words at the end in brackets (800 maximum). 
Add list of references if applicable. 

QUESTION FIVE
The more common generational cohorts are baby boomers, generation X, generation Y and millennials. Assuming yourself as the marketing manager of a large publishing house which publishes non-fiction self-help books, develop promotional strategies for any two generational cohorts of your choice. (12.5 marks)

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