Using your case portfolio notes, answer the question below, providing illustrative examples from ONE case brand:
Critically evaluate how useful the Engel Kollat Blackwell (EKB: 1968; 1978) decision making model is for evaluating consumer engagement and response to a chosen brand’s marketing activities.
You should structure your answer around:
a) examples of marketing activities used by the chosen brand to engage with their consumers at each stage of the EKB
b) explanation of metrics used to measure their relative success against customer engagement aims
c) critical discussion of which of their marketing activities you think are most effective.
PART B suggested 750 words per answer
1.Using appropriate theories and examples, critically assess how individual customers may be influenced by ‘others’ in their buyer decision making. 2.“Customer satisfaction leads to customer loyalty”. Critically evaluate this statement using a range of applied case examples and related concepts to support your arguments.
Your overall paper should be written in essay style and may make use of cited tables and images as appropriate, to support your arguments.
Provide a single correctly formatted Harvard Reference list of all sources cited in your answers at the end of your document. The total suggested word count does not include the Reference list.
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