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Module 2 – SLP
Buyer Behavior Application
Buyer behavior is at the core of marketing. All marketing programs need to begin
with an understanding of why and how consumers buy what they do. If no one
purchases a company’s product or service, the company will quickly go out of
Apply the model of consumer behavior (Exhibit 11 on page 89 of your textbook) to
the product/service you selected in Module 1. Explain how the model affect the
purchase process as it relates to the product/service.
Providing a list of the steps or a graphic of the model is not adequate, you should
explain how the process works in the real world using your own words supported
by research.
You must use at least two articles from the Trident Online Library’s online
databases (Academic Search Complete, Business Source Complete and/or
ProQuest Central). The focus of this assignment is application and critical
thinking. Since you are engaging in research, be sure to cite and reference the
sources in APA format. The paper should be written in third person; this means
words like “I,” “we,” and “you” are not appropriate. For more information see
Differences Between First and Third Person.
See the Student Guide to Writing a High-Quality Academic Paper, including
pages 13 and 14 on in-text citations. Another resource is the “Writing Style
Guide,” which is found under “My Resources” on the TLC portal. All research
should be cited in the body of the paper. In-text citations and corresponding
references should be included in your paper. The use of direct quotes is strongly
Use the attached APA-formatted template (MKT301 SLP2) to create your
SLP Assignment Expectations
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Your submission will include:
Trident University International’s cover page
A two-page paper with APA citations (2-3 sentence introduction, body, 2-3
sentence conclusion)
The reference list page in APA format (see specific research requirements)
Grading Note:
At Trident University International, rubrics are used for grading. These rubrics
specify the points available for each component of an assignment. Points are
earned based on the level of the work submitted. The SLP rubric can be viewed
under the “Assessments” menu at the top of the page.

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