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PLEASE READ CAREFULLY:  Each answer should be about a paragraph long (200 words each).  Do not copy your answers from the web, the text book, etc.  In other words, you MAY USE the book, the videos, your notes, and other sources, but WRITE YOUR ANSWERS IN YOUR OWN WORDS.  Any two papers submitted with word-for-word answers will both be scored as zero points.

Use the information and ideas from last time videos and dont worry about the Chapter Lecture Materials, just Google the concepts. Due in 24hrs

This test covers Chapters 1-7.

Five essays 

 

1.- In class and in the videos we studied the marketing efforts of several musical groups and one large consumer products firm (Patricia Kaas, Bad Livers, Peter Kingsbery, and Nestle).  Write a brief paragraph (4-5 sentences should be enough) comparing the Nestle strategy to the strategies of the three musical acts.

 

2.- Pick one of the following four products: (1) carpeting; (2) dry cat food; (3) Cheverolet Impala; (4) refrigerator.

 

Tell whether the buyers of the product you pick are highly involved or not, and whether or not there are substantial differences among brands in that product category.  Based on these considerations, describe the buyers’ likely behavior.

  

3.- Compare and contrast Maslow’s Hierarchy of Needs and the VALS-2 Lifestyle model (that is, tell how they are the same and how they are different from each other).

 

 4.- Explain the many purposes we discussed (March 2nd near the end of Chapter 7) for the use of “perceptual mapping.”

 

 5.- The “Buyer’s Black Box” in Chapter 5 and the “Buying Center” in Chapter 6 occupy the same spot in the stimulus/response model.  With this in mind, write an explanation of the following statement: “Everything in Chapter 5 also applies in Chapter 6.”