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Assume that Gillette has introduced a new line of shaving products for men. How can the company use stimulus generalisation to market these products?
Which theory of learning (classical conditioning, instrumental conditioning, observational learning or cognitive learning) best explain.
How does information overload affect the consumer’s ability to comprehend an advertisement and store it in his or her memory?
Discuss the differences between low- and high-involvement media. How would you apply the knowledge of hemispheral lateralisation.
What is the relationship between brand loyalty and brand equity? What role do both concepts play in the development of marketing strategies?
Discuss the differences between the absolute threshold and the differential threshold. Which one is more important to marketers?
Find three print advertisements based on Freudian personality theory. Discuss how Freudian concepts are used in these advertisements.
A marketer of health foods is attempting to segment a certain market on the basis of consumer self-image.
Describe the type of promotional message that would be most suitable for each of the following personality market segments
Let’s assume that this coming summer you are planning to spend a month touring Europe and are, therefore, in need of a good digital camera.
How can a marketer of very light, very powerful laptops use its knowledge of customers’ expectations in designing a marketing strategy?
The Gillette Company, which produces the highly successful MACH3 shaving blade, also offers a clear gel antiperspirant and deodorant for men.
Find two print advertisements, one that illustrates the cognitive model of consumer decisionmaking and one that illustrates the emotional model.
How did it differ from the process that preceded the purchase of a new pair of trainers? What role, if any, did advertising play in your need recognition?
List the alternatives that you considered when choosing which university or business school to attend and the criteria that you used to evaluate them.
Select one of the following product categories: (a) CD players, (b) fast-food restaurants or (c) shampoo.
Select a newspaper or magazine advertisement that attempts (a) to provide the consumer with a decision strategy.
Consumers have both innate and acquired needs. Give examples of each kind of need and show how the same purchase.
Specify both innate and acquired needs that would be useful bases for developing promotional strategies.
How can marketers use consumers’ failures at achieving goals in developing promotional appeals for specific products and services? Give examples.
Most human needs are dormant much of the time. What factors cause their arousal? Give examples of advertisements for TV equipment.
Develop three headlines for this campaign, each based on one of the levels in Maslow’s need hierarchy.
Find three advertisements that are designed to appeal to the needs for power, affiliation and achievement, and discuss their effectiveness.
Contrast the major characteristics of the following personality theories: (a) Freudian theory, (b) neo-Freudian theory, and (c) trait theory.
Describe personality trait theory. Give five examples of how personality traits can be used in consumer research.