Revision Questions

Consumer behavior topic: 1. Define the term consumer behavior. 2. Why should a marketer study consumer behavior? 3. Does the consumer behavior process end when a customer buys a product/service? Explain your answer. 4. Describe the basic consumer behavior decision making model. 5. Define extensive problem solving, limited problem solving, and routinized-response behavior. 6. What is the difference between the evoked set concept and the inept set concept? 7. Explain compensatory decision rules. 8. Use the basic model of consumer decision making to analyze the purchase process a consumer would go through in purchasing a can of tuna versus a new car. Discuss the role advertising and other forms of promotion would play at each stage of the decision process.

Market segmentation topic: 1. Name and explain two bases for segmentation. 2. Many organizations segment on the basis of demographics. Discuss three products that might segment on this basis, and then explain what other segmentation criteria they might also employ. 3. Explain the VALS segmentation framework. 4. What is the difference between undifferentiated marketing and concentrated marketing? 5. What is positioning? 6. What is perceptual mapping?

Marketing communications topic: 1. What are the major steps in developing effective marketing communications? 2. You are in a meeting to discuss plans for a new advertising and promotional program for your company. The vice president of marketing opens the meeting by stating there is only one objective for the new campaignto increase sales. How would you respond to this statement? 3. To set marketing communications objectives, a marketing manager can use the hierarchy effects model. Explain what is meant by the hierarchy effects model. 4. What is meant by a unique selling proposition (USP)? Give an example of an ad you feel uses a unique selling proposition as its major selling idea. Evaluate this ad against the three characteristics of the USP concept. 5. Discuss the difference between informational appeals and transformational appeals. 6. What is meant by a one-sided versus two-sided message? Discuss some of the reasons marketers may or may not want to use a two-sided message.