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1. There can never be a positive bottom line without the ability to build and sustain a healthy top line . Select one True False
2. People who buy goods for others in their immediate household are organizational buyers
Select one True False
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- 1. How would you explain some companies’ conservative approach in a dynamic environment, and how can this problem be solved? 2. Why do we consider post–purchase evaluation a part of the purchase decision process? How relevant is this stage for marketer?(1) Are you so loyal to any brands or companies thatyou refuse to accept substitutes—so much so that ifyou can’t have your favorite product, you’ll do without?If so, what is it about these products that earns yourcontinued loyalty? (2) Have you ever been a target ofstealth marketing? If so, how did you feel about thecompany after you learned you had been marketed towithout your knowledge?The idea of "self-concept" is used to explain: O why most companies that enter a new market only serve one segment none of the other four options are correct the rise of self-made 'influencers' in online marketing the difference between wants and needs O why individuals who buy full-size pickup trucks may often have "rugged" personalities
- Pick an example of a pharmaceutical healthcare product 2. Prepare one slide, include: o Type of product o Disease/therapeutic area served o Target population for use o Brand and marketing details Where does it fit in the market? Is it a leader, follower, new entrant?Part 1: Assume you are about to purchase one of the following items: a cell phone, a computer or a vehicle. Think about the influence that your family or household members would have on you. Identify and discuss which role(s) different members of your family/household would play in this situation (ex. initiator, info gatherer, gatekeeper etc…). Use your own personal frame of reference to discuss the household dynamics that might influence your purchase decision. Be sure to also refer to consumer behaviour concepts and terminology Part 2: Again, referring to your own personal frame of reference, think about how you shop for grocery/food items. Create a positioning map for grocery stores in your local marketplace based on your perceptions. Be sure to include at least 3-5 stores and plot those brands on a map using 2 purchase criteria that you would use to compare different stores. Your answer should include a) positioning map b) explanation of the criteria you selected to evaluate the…1. Think back to a purchase you made in the past. What are subtle cues that might have influenced your purchase decisions you may not have noticed? 2. Tell me about a time your emotions were the driving force behind a purchase you made. 3. Think of one of your favorite brands. What thoughts, feelings, and memories are evoked when you think about this brand? 4. Taking neuromarketing into consideration, think of a study you could implement for a company that would seem like it would lead to a very small change, yet sales could be drastically increased. Take the examples of Google, Amazon, iPhone, and the cookie experiment into consideration. 5. Tell me about a time a purchase decision was easy for you to make. Tell me about a purchase decision was very difficult to make. What was the difference between the two purchase decisions?
- How Satya Nadella run miscrosoft? Provides example that support your views4. Claire is very interested in strengthening the social and environmental aspects of their business and has asked you to advise her on this. Explain to her how the societal marketing concept could apply to their business. What changes could she make to TWO aspects of the marketing mix to strengthen the environmental and social credentials of the business. [Guidance to students: Use concepts from B100 Reading 36 to help you with this answer. Start by explaining what is meant by the societal marketing context. Try to use your own words in doing so and make sure you add a reference. Then explain how the societal marketing concept can apply to Susan and Claire's coffee shop. What would they have to do in order to follow the societal marketing concept? Then recommend changes to TWO aspects of the marketing mix that would allow Claire to improve the social and environmental performance of their business. You can think about any two aspects of the marketing mix. Perhaps more could be done to…3. Which of the following negative perceptions might come from choosing to price a product too low? Choose all that apply. Group of answer choices Buying this product will make me look cheap to my friends who all have spent more money. The product is of low manufactured quality. This company just wants to make a lot of money. Buying this product would make me look pretentious — like a rich snob — trying to show off my money. This product isn't worth the price they're asking for it. The consumer cannot trust the product to deliver all the value it claims to give them.
- help consumers move through these stages. Exercise 2.2 Use a separate sheet of paper for your answer/s. 1. How do consumers respond to various marketing efforts the company might use? Which buyer characteristics that affect buyer behavior influence you most when making a clothing purchase decision? Are these the same characteristics that would influence you when making a computer purchase? Explain. 2. Explain the stages of the consumer buyer decision process and describe how you or your family went through this process to make a recent purchase. 30The director decides to move forward to fix this issue. "I'd like you to come up with a strategy to fix this misperception by consumers. I want this strategy to create an almost involuntary reaction in the consumer of thinking 'good-tasting cookie' whenever they see 'Cocoa Cremes'." "I think once they learn and remember that the cookie brand stands for an enjoyable eating experience, we may see an increase in sales." Which strategy would you recommend to the director? Select an option from the choices below and click Submit. You recommend developing an advertising campaign that shows the brand name at venues, like sporting events and concerts, where younger people might see it and remember it. You recommend a nationwide sampling campaign where consumers are given free samples of the cookie, ensuring the brand name is prominent in all the advertising material the consumer sees before eating the cookie. You recommend developing an advertising campaign that pairs images of people eating…MANAGEMENT DECISION CASECrafty Credit Card Competitor “Chases” Amex for Shareof Millennials’ Wallets This case focuses primarily on the battle between Chase and Amex over millennial consumers. But, as the content in this chapter points out, lumping all older consumers into a generalized segment overlooks some important variables. Looking at the generational groups and their representative values (see Exhibit 7.7), where would you suggest Amex focus its marketing efforts, and why?