Marketing

      1. Define consumer behaviour. Why is the study of consumer behavior important to businesses and why is it important to you? 2. Learning is a complex process with the major theories being either behavioural or cognitive in their basic orientation.  Discuss the basic differences and similarities between behavioural learning theories and cognitive learning theories. 3. What is the difference between latent and manifest motives.  Relate your answer to the tri-component model of consumer behaviour. Which type of goal do you think is more useful for marketers to target? Why? 4. What is consumer involvement and how does it relate to the likelihood of a consumer elaborating on a purchase in their mind? What is the importance of high involvement versus low involvement behavior when a business thinks of marketing? What considerations should be taken to increase consumers' levels of involvement? 5. A variety of different self-images have been recognized in consumer behaviour. Talk about three kinds of self-image and relate these to your own life showing how the specific self-image manifests itself in a purchase decision you have made. 6. One important concept related to perception is the differential threshold. Talk about Weber's law while citing an example of how Weber’s Law could be used in marketing communications. 7. If people are not always rational decision makers, is it worth the effort to study how they make purchase decisions? What are the pros and cons of using rational versus emotional appeals (i.e. trying to persuade consumers by focusing on what they know as opposed to what they feel)?  When should markets use one type or the other? 8. What is the Elaboration Likelihood Model and why is central to marketing communications? How does culture play a role in the likelihood of elaboration? 9. What is cognitive dissonance and when does it happen? What are the implications of dissonance for marketers? 10. Define each of beliefs, values, and customs and then explain what these differences mean for marketers? 11. What are some implications of culture for marketing strategy? 12. What is a reference group? Which classification of reference group do you think is the most influential on consumer behaviour? Why? 13. The diffusion of new ideas and products is an important process.  Draw and label a diagram showing the 5 stages of new product acceptance over the Product Life Cycle. What factors play a role in our deciding to adopt an innovation? 14. How can marketers use/influence evaluative criteria to their advantage. Give an example. 15. Shiner’s law states that people “buy satisfaction not things”.  What consumer behaviour theories are the foundation of this law?  Discuss at least two different theories.