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B.M2 Analyse the stages and the influences on the customer decision-making process for different customers

Unit 2: Investigating Customer Communications

Level: 3

Unit type: Internal

Guided learning hours: 60

Unit in brief

Learners develop understanding of segmentation, targeting and positioning and influences on the customer decision-making process.

Unit introduction

Customer communications is a key component in the overall marketing strategy of an organisation to engage customers. Organisations may have many different types of customers. Understanding how to best engage with these customers by segmenting and targeting them means that organisations can better meet the customers and the organisation’s needs. By understanding their different buying decision processes, organisations use this information to retain customers, gain new customers or launch new products.

In this unit, you will look at the variety of different methods that can be used to segment and target a variety of different customers in different buying contexts, including business to business (B2B), business to customers (B2C) and not for profit (NFP). You will then be given some detailed information on a given business within a given theme and will need to evaluate the stages and influences on the buying decision-making process for a selected customer segment that you have deemed relevant.

This unit will help you to progress to employment in marketing agencies or in-house marketing departments. It will also help you to move on to further study in higher education or to professional qualifications related to marketing.

Learning aims

In this unit you will:

A     Explore segmentation, targeting and positioning

B     Understand how customers make buying decisions

C     Explore different customer segments and bases for a selected communications plan.

Assessment criteria

Pass                                   Merit		Distinction
Learning aim A: Explore segmentation, targeting and positioning		AB.D1 Evaluate methods of segmentation, targeting and positioning and the stages and influences on their decision making for different customers.
A.P1 Explain different types and methods of customer segmentation. A.P2 Explain different methods of targeting and positioning customers.	A.M1 Analyse methods of segmentation, targeting and positioning for different customers.
Learning aim B: Understand how customers make buying decisions
B.P3 Explain the stages of the customer decision-making process for different customers. B.P4 Explain the influences on the decision- making process for different customers at each stage.	B.M2 Analyse the stages and the influences on the customer decision-making process for different customers.
Learning aim C: Explore different customer segments and bases for a selected communications plan		C.D2	Evaluate the significance of the stages and influence on the buying decision making process for the selected customer segment for a communications plan.
C.P5 Explain different customer segments and bases which would be suitable targets for a communications plan. C.P6 Explain the stages and influences on the buying decision making process for a selected customer segment for a communications plan.	C.M3 Assess the stages and influences on the buying decision making process for a selected customer segment for a communications plan.

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