...Consumer Buyer Behavior Marketing 120 – Learning Outcome 4 Assignment #2 Course: Business Certificate Program Total: 8 marks Marks Evaluation : 3% Submission Date: 19.2.16 Product involvement has a significant impact on the way consumers make decisions. On one hand, if buyers are very involved in a purchase decision, they are likely to spend a lot of time and effort collecting and analyzing information related to that purchase. On the other hand, if buyers do not consider a purchase decision critical, and are only marginally involved in the purchase, they will make the decision without much deliberation or cognitive effort. Buying a house or a car is considered a high-involvement purchase for most consumers, whereas buying candy would be considered a low-involvement purchase. Compare and contrast the websites of two companies—one selling cars and the other selling candies—and see if the sites take into account the consumer involvement levels in their site design. For cars visit the BMW website (www.bmw.com). For candies, visit the Wrigley chewing gum website (www.wrigley.com). After visiting these sites, answer the following questions: 1. Car buying is a high-involvement decision. What are the factors that play an important role in this decision? Give examples from the BMW site of how these issues are addressed by BMW. (3) 2. A high-involvement decision tends to be a rational decision....
Words: 300 - Pages: 2
...SC Capabilities required at various elements: Supply requirements: As number of offerings increases more raw materials are required. For example in this case this calls for additional inventory for fabrics, handle etc. more sourcing - Supplier coordination and Information sharing: Demand information sharing with supplier is required for efficient replenishment systems. Manufacturing requirements: Ordering system should be capable of generating dynamic designs/layout based on customer requirement (customizations) and transmit to the manufacturing unit along with the order details. Since the customization is performed in the manufacturing line, workload has to be efficiently managed (either by having buffer stock between manufacturing cells or by having flexible workforce) since cycle times for each customization can vary. Additional skilled workforce is required for the customization process Extra equipment to perform the increased activities following the customization Additional warehousing req: Mass customizations can potentially result in increased work-in-progress inventory, so the warehouse/line store should handle these units along with the order details. Since the customization increases the numbers of packages (finished goods), the warehouse management system should segregate and bin the orders in various customer racks. Logistics/Delivery: When the order becomes due or when the items against the order is completed, the tracking system should...
Words: 915 - Pages: 4
...CASO TIMBUK 2 Timbuk2 fue fundada en 1989 por Rob Honeycutt, un mensajero en bicicleta de San Francisco con una vieja máquina de coser. El sitio Web Timbuk2 (www.timbuk2.com) describe la meta de Rob, "para hacer una bolsa de mensajero lo suficientemente resistente para los mensajeros reales de bicicleta, y lo suficientemente elegante como para atraer a un mercado más amplio de jóvenes. Utilizo el lema hecho en “San Francisco” como orgullo y satisfacción de productos nacionales. Al principio, Rob comenzó a interesarse en la fabricación “Lean Manufacturing” (manufactura esbelta) y la personalización en masa, contrató a Brennan Mulligan, para más tarde incluir en el equipo a otros cuatro chicos, que, junto con Rob y Brennan, dirigían a Timbuk2. La colegialidad y la informalidad caracterizan el ambiente de trabajo. En 1996, Timbuk2 fue en una operación de marcha suave vendiendo una variedad de bolsas de mensajero para bicicleta y productos similares, cuyo proceso de fabricación se caracteriza en primer lugar por la manufactura esbelta y luego por la personalización en masa, una vez alcanzado estos dos procesos de manufactura se empezó a reflejar en los numerosos cambios que se habían implementado, ya que si la compañía no lograba estos procesos de manufactura sus procesos no serían aptos para lograr despachar a este tipo de mercado, (personalizado). Lean Manufacturing hace mucho énfasis en la eliminación de residuos y la mejora de la calidad a través de lotes más...
Words: 1541 - Pages: 7
