Mktg 227 Review Slides Essay

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Short answer questions
7-8 options





Four questions to be answered
 50

minutes



Read the questions carefully going to answer

 Decide which ones you are



Draw up a rough answer plan Write as much as you can and as neatly as you can





Leave some time for checking/reading over your answers



Provide concise explanations/descriptions of:


EKB Decision-making process

The EKB Model of CB (Blackwell et al., 2009)



Provide concise explanations/descriptions of:



The Personal factors that are said to influence consumer behaviour.

Characteristics Affecting Consumer Behavior

Key Factors
• Personal • Psychological • Cultural • Social

– – – –

Age and life cycle Occupation Economic situation Lifestyle •Activities, interests and opinions •Lifestyle segmentation – Personality and selfconcept



Provide concise explanations/descriptions of:



The Psychological Factors that are said to influence consumer behaviour.

Characteristics Affecting Consumer Behavior Key Factors
• Personal • Psychological • Cultural • Social – Motivation – Perception – Learning – Beliefs



Provide concise explanations/descriptions of:



The Cultural factors that are said to influence consumer behaviour.

Characteristics Affecting Consumer Behavior

Key Factors •Personal •Psychological •Cultural •Social

– Culture •Forms a person’s wants and behavior – Subculture •Groups with shared value systems – Social Class •Society’s divisions who share values, interests and behaviors



Provide concise explanations/descriptions of:



The Social Factors that are said to influence consumer behaviour.

Characteristics Affecting Consumer Behavior
Key Factors
• Personal • Psychological • Cultural • Social
– Groups •Membership •Reference –Aspirational •Opinion Leaders –Buzz marketing – Family •Many influencers – Roles and Status



Provide concise explanations/descriptions of:



Five key promotional tools

Publicity

Key Promotional Tools
Internet & Online Marketing Personal Selling

Direct Marketing

Advertising

Sales Promotion

The Communications Mix
Promotion Tools
• • • • • Advertising Sales Promotion Public Relations Direct Marketing Personal Selling • Reaches large, geographically dispersed audiences, often with high frequency • Low cost per exposure, though overall costs are high • Consumers perceive advertised goods as more legitimate • Dramatizes company/brand • Builds brand image; may stimulate short-term sales • Impersonal; one-way communication

The Communications Mix
Promotion Tools
• • • • • Advertising Sales Promotion Public Relations Direct Marketing Personal Selling • Makes use of a variety of formats: premiums, coupons, contests, etc. • Attracts attention, offers strong purchase incentives, dramatizes offers, boosts sagging sales • Stimulates quick response • Short lived • Not effective at building longterm brand preferences

The Communications Mix
Promotion Tools
• • • • • Advertising Sales Promotion Public Relations
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