Final Exam – Consumer Behavior (Summer Session I)
Directions: Note… Your Final Exam grade is comprised of
the (3)- 30 point assignments in Activity module (4.1) plus the seven (7)
questions (for 70 points) that are presented below. Each question is worth 10 points. Please answer each thoroughly and in
sufficient detail. It is important that
you substantiate your answers with sound reasoning and evidence. Please use full sentences and proper
grammar. Lastly, use your own verbiage
to synthesize important words, theories and concepts. Don’t just lift material straight from the
textbook or a website.Please save exam in a Word file as last name_ final
exam.doc.Final Exam is due in the appropriate drop box
by midnight on Friday 6-24-16.
1.)
Define what is meant by motivation, ability
and opportunity. In addition to defining
each concept, make sure that you convey what the differences are between each
of these concepts. Provide a solid example that illustrates each concept in the
sequence of behaviors that we refer to as acquisition, consumption and
disposition. (For example, if I am thinking about getting a snack because I am
hungry after work… how does motivation, ability and opportunity factor into my
acquisition, consumption and disposition decisions and behaviors?
2.)
Define exposure, attention and
perception. Also, insure to incorporate
why these concepts are different from one another, but also how they are
related to one another. Tell me why each of these concepts is important to the
information processing model of consumer behavior. Additionally, provide a single concrete
example of exposure, attention and perception as it relates to a brand that you
are brand loyal to.
3.)
We researched color as an important visual
factor in marketing. Why is color one of
the most important visual factors? What
are the three (3) things that color accomplishes in the conveyance of
information (think body and mind)?
4.)
We also discussed why companies are
clamoring to trademark their packaging colors?
Why is this so? Also, explain in
detail why Tide (the laundry detergent) was able to obtain trademark protection
for the orange and blue combination that we have come to see on all of their
products.
5.)
Market segmentation is a crucial piece of
any marketing discussion. In your
textbook, you discovered that one researcher segmented consumers in the U.S. by
looking at their lifestyles and value system.
Who was this researcher and what were the market segments that he
identified? Describe in sufficient
detail. Today we have access to more
sophisticated means of market segmentation.
Priszm (a product produced by Claritas) is one such tool. Describe in detail what Priszm is, how it
works, and the theory behind it that drives it.
Also, provide me with a detailed description of the clusters that are
represented in the 16057 (Slippery Rock, PA) zipcode.
6.)
Later chapters in your textbook looked at
some important segmentation variables in isolation. One such factor was age/generation. Pretend that you are the marketing manager
for (2) separate products; a smart watch and McDonalds. You are charged with designing separate
marketing mixes for each of these products.
Your target market is Millennials.
Use your textbook, as well as outside sources, to provide a detailed
description of some of the more predominant trends identified amongst this
group. Using your knowledge of these
trends, design a separate marketing mix for each of the two products (smart
watch and McDonalds). Be very
descriptive on each of the (4) P’s for each of these (2) products. Try to provide some justification why you
believe your marketing mix will be superior to what a competitor might come up
with.
7.)
Finally, I want to know what your big
“take-aways” were from this course. In
other words, synthesize what you learned about the study of consumers and their
behavior. Be detailed and descriptive
here!!
a.
Also, I value your opinion! Please take a moment to tell me what you liked
and disliked about the content and structure of this course. Please be honest as I take kindly to
constructive and thoughtful critiques (both positive and negative). I will use your thoughts and insights to make
this experience better for future SRU students.
Good marketers always try to discern the needs and wants of their target
markets so that they can improveJ
ScholarMatic: Explanation & Answer
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