1. Some say that targeting any group of consumers who are willing and
able to purchase a product is simply good marketing. For example,
advertising very sweet and fatty foods to young children is perfectly
okay because children like sweets and, when paren
1. Discuss the importance of subcultures in segmenting the market for food
products. Identify a particular product and show how it should be marketed
differently to different ethnic groups.
Dairy products such as cheese are good examples. In the backgroun
1. Compare and contrast the economic, passive, cognitive and emotional models
of consumer decision making.
(a) The economic model portrays consumers as making rational decisions.
Clearly, this model is not characteristic of most consumption situations bec
1. With all the problems facing companies that go global, why are so many
companies choosing to expand internationally? What are the advantages of
expanding beyond the domestic market?
Companies realise there are significant opportunities in offshore mark
1. (a) How can the principles of classical conditioning and neo-Pavlovian theory be
applied to the development of marketing strategies?
Early classical conditioning theorists viewed all organisms (both animal and
human) as relatively passive entities that
1. Distinguish between beliefs, values and customs. Illustrate how the clothing a
person wears at different times or for different occasions is influenced by
Culture is defined as the sum total of learned beliefs values and customs that
1. (a) Marketers dont create needs; needs pre-exist marketers.
Discuss this statement.
Marketers satisfy basic needs. But these can be satisfied in a number of ways.
Take for example basic physiological needs, such as food and drink. These can
be met in a
1. Describe how a manufacturer might use knowledge of the following product
characteristics to speed up the acceptance of smartphones:
(a) relative advantage
(a) Relative advantage - The
1. Explain how situational factors are likely to influence the degree of
consistency between attitudes and behaviour.
A situational factor is an event or circumstance that, at a particular point in time,
influences the relationship between attitude and be
1. How does sensory adaptation affect advertising comprehension? How
can marketers overcome sensory adaptation and increase the likelihood
that consumers will notice their ads?
Sensory adaptation refers to getting used to a certain level of stimulation wh
1. Given that no two individuals have identical personalities, how would you
explain the fact that personality is sometimes used in consumer research to
identify distinct and sizeable market segments?
Because the inner characteristics that constitute an i
1. What is market segmentation? How is the practice of market
segmentation related to the marketing concept?
Market segmentation is the process of dividing a potential market into distinct
subsets of consumers with common needs or characteristics and sele
1. Marketing researchers have generally used the objective method to measure
social class, rather than the subjective or reputational methods. Why has the
objective method been preferred by researchers?
The objective method of measuring social class is of
1. Explain the differences between feedback from interpersonal communications
and feedback from impersonal communications. How can the marketer obtain and
use each kind of feedback?
Interpersonal communication tends to be very effective because it enables
1. How does the family influence the consumer socialisation of children? What
role does television advertising play in consumer socialisation?
The family influences the consumer socialisation of its children by imparting
values, beliefs, attitudes and mod
1. Describe the relationship between consumer behaviour and the marketing
The American Marketing Association defines marketing as: the process of planning
and executing the conception, pricing, promotion, and distribution of ideas, goods,