Every product or service has a buying process, even digital products and services. In this assignment, you will research and analyze the buying process for an online product or service, with which you (as a consumer) are familiar, from a business point of view.

Begin by researching an online consumer product or service (such as an e Book from the Kindle store or a movie from the iTunes store). Choose an online product or service with which you are familiar and have purchased in the past.

Next, write a report to evaluate its buying process from the marketer’s point of view using the five stages of the buying decision process.

Remember, the five stages are as follows:

1. Problem recognition 
2. Search and determination of alternatives 
3. Evaluation of alternatives 
4. Purchase decision 
5. Post purchase evaluation

Note: Use the grading criteria for this assignment to guide your report. Be sure to include these details within your evaluation to support your ideas.

Write a 6–8 page report in Word format. Apply APA standards to citation of sources.

A Principal’s Responsibility for the Actions of Their Agent

Karen is shopping at Big Mart. She has with her an umbrella which is the same brand Big Mart carries. When a Big Mart employee, Steve, sees her leave with the umbrella without going through the checkout lane, he asks her to come back into the store. Steve says that he thinks Karen is shoplifting the umbrella. Karen tells him that she has had the umbrella for years and shows him marks of wear and tear. Steve apologizes and tells Karen she is free to go. Can Karen successfully sue for false imprisonment or defamation? From what you have learned about the relationship between a principal and an agent, analyze whether Steve or Big Mart could be liable because of Steve’s actions.

In Assignment 2, using the same company from Assignment 1, you will focus on the company’s mission, introduction, and branding.

Note: You may create and /or make all necessary assumptions needed for the completion of this assignment.

Write a four (4) page paper in which you:

1. Develop a branding strategy for your product that covers the brand name, logo, slogan, and at least one (1) brand extension.
2. Assemble a marketing strategy for your product, and determine an appropriate time table to implement your plan). Provide a rationale for your response.
3. Prepare a positioning statement. Include a perceptual map that shows your company’s position against its competitors. From this map, create a statement that depicts your position. For example, “Our product is the fastest in its class for half the price.” Note: See pp. 54 55 in the textbook for examples of perceptual maps. You may use Microsoft Word, PowerPoint, or other equivalent software to create your perceptual map.
4. Examine the relevant consumer behavior for your target market. Explain the main reasons why the brand name, logo, slogan, brand extension, as well as the positioning statement and marketing strategy are right for the identified target market.
5. Develop your company’s mission statement and company introduction.
6. Use at least three (3) academic resources as quantitative marketing research to determine the feasibility of your product / service. These resources should be industry specific and relate to your chosen product / service. Note: Wikipedia and other Websites do not qualify as academic resources.

Your assignment must follow these formatting requirements:

• Be typed, double spaced, using Times New Roman font (size 12), with one inch margins on all sides; citations and references must follow APA or school specific format. Check with your professor for any additional instructions.
• Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.

The specific course learning outcomes associated with this assignment are:

• Analyze the marketing framework including the concepts of the 5Cs, STP, and 4Ps.
• Examine the marketing science of customer behavior and products in the marketing exchange process and create dynamic strategies for competing.
• Evaluate the basis for market segmentation and approaches to segmentation.
• Evaluate target customer segments and positioning products within these segments.
• Examine the marketing science of customer behavior and products in the marketing exchange process and create dynamic strategies for competing.
• Develop branding strategies for existing and new products.
• Use technology and information resources to research issues in marketing management.
• Write clearly and concisely about marketing management using proper writing mechanics.