Rift Valley University

Gullale Campus
MBA Program
Marketing Management Course

Individual assignment (20%)

The submission date is one week before the final exam.

All of you are required to do this assignment

1. Take the buyer decision process and interview five students about how they purchased
a common product (such as mobile phones, or watch) and compare how they went
through the buyer behavior model. How did they acquire information, pick
alternatives, make choices, and evaluate the success of their purchase?
2. Collect any four local advertisements (Electronic or print) and comment on how they
apply in the real ground.
3. List three of your favorite brand names. What do you like about the product and/or
brand name? What do you dislike? What image does the brand have in your mind?
How loyal are you toward the brand? When was the last time you abandoned a brand
name you had used for some time in favor of a new brand? Why did this happen?
4. List a service that you used and you think as very good. Why is the service good?
Review the service using the material from the chapter. What specifics about the
service make it very good from marketing point of view? Now, do the same thing
with a service that you don’t like. After comparing them separately, compare them
against each other. What could you do to improve the negative service? If you were a
competitor, how could you attack the positive service?
5. Take one private enterprise (organization) from your locality, which is established
currently (new business) and assess the way how price actually charged (which new
product pricing strategy is really implemented by this specific company). Evaluate its
appropriateness against the given theory.