Problem 1: The process of perception describes how we absorb and assign meaning to information. Discuss the stages involved in the Perception process. Provide examples for each stage.
Problem 2: You work for the haircare brand Pantene. Your Marketing Manager suggests that it's time to change the packaging of Pantene. She thinks that Pantene should move to using more bright / bold colours to look more like Garnier Fructis. She believes this will refresh the brand and attract a younger buyer. Do you agree or disagree with the re-brand? Support your answer using your knowledge of mental availability and retrieval cues in memory. Explain whether or not it is important for marketers to build manage mental availability.
Problem 3: You work in the marketing division at Colgate, a toothpaste brand. Your Marketing Manager, Jo, believes that heavy buyers are important and are the key to brand growth. Jo wants to convert more of the brands existing buyers to become heavy buyers of Colgate. A loyalty program is suggested to gain more heavy buyers of the brand. Explain if this is a good strategy to take? Why/ Why not? Explain your answer based on theory we have covered in this course regarding loyalty.
Problem 4: Explain the differences between the three models of consumer decision making. Provide a purchase example for each one. Which model does this course predominately focuses on? Explain your answer.