Assignment 2: LASA 1—The Buying Process

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:

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. Use the following file naming convention: LastnameFirstInitial_M3_A2.doc.

Research Based Papers (assignments where the focus is on a review of the literature)

‐     written in the third person

‐     should use current academic sources as the basis of the review

‐     need in text citations for any paraphrases

‐     all sources cited in the reference section needs to have an in text citation in the body of the text

‐     need quotation marks and in text citations for all quoted materials

‐     quoted material should be used to support student’s writing and should be less than 10%

of the paper

‐     1 inch margins on all four sides

‐     Double spaced throughout the paper

‐     Time New Roman 12 font

‐     title page per APA standards

‐     reference page per APA standards

‐     include page numbers

Reflection Papers (assignments where the focus is reflections on concepts)

‐     must follow the items in the research paper above, but can be written in the first person

‐     the reflection should be clearly communicated and should include current academic literature for support

Case Studies (assignments where the focus is applying concepts to a case)

‐     must follow the items in the research paper above, but can be written in the first person

‐     the case analysis should be clearly communicated and should include current academic literature for support

Discussion Posts (assignment where the students discuss concepts)

‐     can be written in the first person

‐     do not need a title page

‐     should be written in the textbox and not uploaded as an attachment

‐     need in text citations for any paraphrasing

‐     need quotations and in text citations for quoted materials

‐     need a reference section at the end of the post

Writing Standards

‐     Writing is clear, coherent, and, fluid. Writing also is recursive in that it links ideas back to previously mentioned ideas. Writing also contains appropriate, consistent transitions between paragraphs and ideas help reader see the relationship between ideas.

‐     Paragraphs are well developed and appropriate: there are strong topic sentences, clear

ideas that naturally lead reader through the writing. The written piece is structured in a logical fashion that supports the presentation of complex content, including in the introduction and conclusion.

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