Answer & Explanation:6 pages.sources 4 Formatting Harvard Academic level University Type of paper Coursework.I just want you to answer the 7 questions i attached a page or less for each questions whatever works with effeciencyTask files (1 files)
mark_217_mid_session_short_essay_exam_questions_for_moodle_1_.pdf
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MID-SESSION SHORT ESSAY EXAM QUESTIONS
Dear Students,
Below you will find 7 short essay questions, 4 of which will be on your exam paper. (There are 4
versions of the exam paper including the Supplementary). Out of the 4 questions that I choose to be
on your paper, you will need to write 2 short essays. By “short” I mean 2-3 exam paper pages. You
will not be penalised for writing more, however you will be penalised for not answering the
question!
In addition you will need to answer 30 MC questions taken from any of the chapters. (Refer to the
other document for practice questions.)
If you have any questions please email me or come and see me during consultation on Thursday in
40.135 between 1.30 – 3.30pm or 4.30 – 6.30pm. As you have the essay questions, your tutors and I
will not be checking any draft answers however you may clarify what is required.
Kind regards
Leanne
Remember: Out of the following 7 questions, your paper will have 4 questions of which you need to
answer 2.
OPTION (1) CONSUMER RESEARCH
How do marketers study consumer behaviour? Explain two data collection techniques used by
researchers to identify the key similarities and important differences that exist among consumers. In
your explanation suggest a relevant business problem that may be solved with this type of data.
Illustrate with examples from the marketplace either of research done well or poorly; and the
resultant business impact.
OPTION (2) CONSUMER DECISION MAKING – EVOKED BRAND SET
You are currently the Brand Manager for a fast moving consumer (FMCG) brand that is not in a
consumer’s evoked set. a) Define the three marketing strategies that could be used for your brand
to enter the consumer’s evoked set (base your suggestions on the information-search patterns
matrix for brands that are not in the evoked set which considers the different levels of decision
making). b) Identify the most appropriate strategy for your brand; and justify your choice. c) Use
examples to illustrate your points.
OPTION (3) CONSUMER DECISION MAKING – PERCEIVED RISK
Consumers can perceive risk when they are making their purchase decisions. a) Define the five main
types of risk consumers perceive when they buy products. b) For each type of risk, recommend at
least two effective ways that marketers can relieve consumers’ perceived risk. c) Illustrate your
recommendations with examples from the market place.
MARK 217 Consumer Behaviour AUT 2016
1
Mid-session Test Short Essay Questions
OPTION (4) CONSUMER NEEDS & MOTIVATION
While consumer marketers may have only minimal influence on consumer needs, they can have
considerable influence in providing what consumers regard as the best solutions to their problems.
Using any of the theories of motivation, discuss this statement in relation to how Tasmanian wine
producers (or another industry of your choice) have used their understanding of consumer needs and
motivation to influence consumer behaviour.
(HINT: In your answer you should refer to motivational goals; rational and emotional goals; and
motivational theories such as the Hierarchy of Needs; or the Trio of Needs).
OPTION (5) PERSONALITY & SELF-CONCEPT
Consumers tend to be drawn to brands and companies that have a brand personality which matches
their self-image. a) With reference to personality and self-concept theory, compare the brand
personality of Lush (or another company of your choice) with the self-image of their customers.
b) Explain how the company has used their understanding of their consumers to draw consumers to
their brand; illustrating your points with examples from the case study (or other company).
OPTION (6) PERCEPTION
The NZ tea company Zealong has striven to create a perception of premium quality to give it a
competitive advantage in the market.
With reference to the principles that influence our
perception and interpretation of the world, explain how the marketing strategy of Zealong (or a
company of your choice) has created this perception of quality in the minds of the consumer. Use
examples from the case study as you relate the theory to the marketing mix, target market,
positioning, competitive advantage and any other elements of the company’s marketing strategy.
OPTION (7) LEARNING AND INVOLVEMENT/ETHICS
“Consumer involvement is recognised as a motivating factor that drives consumer attitudes and
influences consumer decision making.” Schiffman et al, 2014, p.220
a) Explain this statement in reference to the marketing strategy whereby children’s favourite
television or movie characters are used to brand everyday products such as food. (HINT: Include in
your discussion, reference to relevant learning theories giving examples to support your points.)
b) Briefly summarise from an ethical viewpoint, the main points in favour and not in favour of this
approach; concluding with your viewpoint on this issue.
The End
MARK 217 Consumer Behaviour AUT 2016
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Mid-session Test Short Essay Questions
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