Mba 5501 Bmw Marketing Review - Columbia Southern

Running head: BMW MARKETING REVIEW 1BMW Marketing Review Michael AzzarelloColumbia Southern University25 October 2020BMW MARKETING REVIEW 2Part 1: 1. Examine and apply the consumer-buying process for BMW. Identify the steps and the application to BMW.The consumer decision-making process encompasses five stages: problem recognition, information phase, alternative reviews, purchase, and finally, after-purchase behavior. The products need is established in the problem recognition stage and the features required to address it all together. Second, the information phase involves data gathering to help the customer in their buying decision, including information on alternative options, pros,and cons. The third stage is the evaluation of the alternative options and subsequent comparisons with the target product. The purchasing decision is the fourth stage that is intricately determined by two factors-peer attitudes towards the brand of choice and contextual factors. Finally, the last step of the consumer decision-making process is post-purchase behavior. It includes the satisfaction or otherwise from the purchased product. Applying the decision-making process to the BMW consumer buying process, the five stages can be broken down as follows; Problem Recognition- People, particularly young intellectuals, realize the need for a comfortable and luxurious machine to denote their success and hard work. Information gathering: Customers review