Choose one of the following two assignments to complete this week. Do not do both assignments. Identify your assignment choice in the title of your submission.

Option #1: Harvard Business Review: Should You Listen to the Customer?

Read the case study: Should You Listen to the Customer.

(Links to an external site.)Write a paper in which you analyze and evaluate consumer behavior.

• Explain the factors that influence buying decisions for tickets to see Dalacroix
• Explain the purchasing decision considering situational factors, personal factors, psychological factors, and societal factors.

In your analysis and evaluation, be sure to discuss and reference concepts from the textbook and required readings. Complete additional research in the CSU-Global library.

Your paper should be two to three pages in length. Include at least two scholarly references

Option #2: Harvard Business Review: Should You Listen to the Customer?

Read the case study: Should You Listen to the Customer.

Write a paper in which you analyze the process of gathering information and collecting marketing research.

Use Dalacroix as your example and make a case for and against the use of marketing research and consumer input. Defend both Nataslia’s and Elizabeth’s perspectives.

• Nataslia, the executive director, believes that artistic considerations should drive the type of dance offered by Dalacroix
• Elizabeth, the newly hired marketing director, believes much more customer input should be considered when deciding on the offering. When siding with Elizabeth, explain different ways of gathering market research from customers.

In your analysis and evaluation, be sure to discuss and reference concepts from the textbook and required readings. Complete additional research in the CSU-Global library.

Your paper should be two to three pages in length. Include at least two scholarly references