Assignment: Buyer Behavior & Relationships Marketing
This is the ESSAY section of Assignment. Answer Q36 and two of the other questions in this section.
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Specific Instructions for Assignment:
1. Place your name and Rocket number on the cover sheet, in the appropriate places below.
2. Keep this entire cover page, including the instructions, with your Assignment document that you turn in.
3. Type your response to each essay question below each question. Label the parts of each question that you answer.
4. Collate and staple your printed document.
5. Turn in your Assignment document at the start of class on Monday, October 29, 2018.
6. If the instructions are not clear, please let me know.
7. If you do not follow these instructions, you risk delaying the grading of your Assignment.
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Essay Section
Answer Q36 and two of the other questions in this section. Organize your responses by lettering or numbering each point that you discuss, and write using complete sentences and paragraphs when discussing different ideas.
Question 36 (Based on Chapter 4)
Attached to the end of this document is an article entitled Kellogg launches new breakfast brand at NACS Show. Read the article, then do the following:
Refer to the discussion on consumer perceptions and the different perception concepts discussed.Select FOUR of these consumer perception concepts and
(i) Explain each concept; write at least 2-3 sentences in explaining each concept; and
(ii) For EACH concept, describe what Kellogg has to do to market the new product effectively, given what the concept says/suggests about consumer behavior. Writeat least 2-3 sentences for each description.
Question 37 (Based on Chapter 6)
A hotel chain (name the hotel chain in your response) has learned through its research that many consumers have a negative attitude toward it.
(i) List and describe three reasons that consumers may have developed a negative attitude toward the hotel chain; and
(ii) Drawing on the various attitude change strategies available, list and describe three strategiesthis hotel chain could use in its attempt to change consumers' negative attitude toward it. Write a minimum of 3 sentences for each way, and for each way, include a specific Assignmentple of what the hotel chain should do.
Question 38 (Based on Chapter 8)
(i) First, explain the following types of social media: (a) paid social media; (b) owned social media; and (c) earned social media. Write at least 2 sentences about each type; and(ii) List and describe THREE ways in whicha brand of your choice (name the brand) could obtainearned social media in marketing the brand. Write a minimum of 3 sentences about each way.
Question 39 (Based on Chapter 5)
A retailer with which you are familiar(name the retailer in your response) wants to base its elements of its marketing strategy ona consumer learning theory. This retailer wants you to:
(i) First, explain EITHER the theory of classical conditioning ORinstrumental conditioning; write at least 5 sentences about the theory you select; then
(ii) Explain four strategic marketing actions that the retailer should undertake that would be based on this learning theory.Provide specific Assignmentples for the retailer instead of generalizations.
Question 40 (Based on Chapter 3: Consumer Motivation & Personality)
(i) Describe three factors that might motivate a consumer to use the services provided by a health and wellness brand (identify the brand in your response) to achieve a specific wellness goal; write at least 2 sentences about each factor; and
(ii) Assume that the consumer fails to achieve his/her health and wellness goal. State the goal the consumer had set, and describe three defense mechanisms that the consumer could use to explain his/her failure to attain this health and wellness goal. Do not write only generalizations.
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Kellogg launches new breakfast brand at NACS Show
LAS VEGAS - Vibrant, nutritious and customizable, smoothie bowls have surged in popularity on menus and social media. Kellogg Co. presented its take on the trend at the 2018 NACS Show, held Oct. 7-10 in Las Vegas. The event showcases products and services for the convenience and fuel retailing industry from more than 1,300 exhibiting companies.
Kellogg's new brand, joyböl, features a collapsible spoon and shelf-stable cup of ingredients. Consumers add cold water, milk or a non-dairy alternative and stir up a creamy base. Crunchy granola clusters, nuts and seeds are included. The products contain 10 or more grams of protein per serving. Flavors include strawberry almond quinoa, super berries and acai, chocolate hazelnut, matcha berry and mango coconut chia.
The maker of Froot Loops and Frosted Flakes has seen cereal sales slump in recent years as consumers opt for yogurt, protein bars and other types of breakfast items. Featuring on-trend flavor profiles, joyböl taps into a growing desire for foods and beverages with multiple textures and whole, nutrient-dense ingredients. The brand also was among a number of packaged bowl-based offerings on display at the NACS Show.
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also include a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also Include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.