Exam (elaborations)
Midterm Answers Open Questions Marketing - Telfer, uOttawa
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Questions and answers to open questions for the midterm exam of marketing for the fall semester at Telfer, University of Ottawa, Canada.
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Select one of the following sub-cultures: Chinese-Canadian, South Asian-Canadian, AfroCabibbean, orsome other subculture you are familiar with and list all the aspects Marketers should consider in order
to market effectively to them. Be specific.
When marketing towards Italian culture, marketers should consider the needs of the
customers, especially their psychological needs: as finding products that connect them to their
home country helps developing an affective tie to the product which then translates into
loyalty.
There are many factors, psychological and social, that marketers have to take into
consideration as they can change the perceptions of Italian customers.
Among the psychological factors, attitudes, perception and lifestyle are the most important in
this case. Marketers should appeal to the cognitive and affective aspects of attitudes when
selling a product. For example, family is a big part of our culture and showing that the product
can be shared with the family or that it can create stronger bonds between the members is a
good strategy. Moreover, Italian people’s perceptions about a product is an important element
to consider; they like “made in Italy” products, especially if they have a quality or origin
certification. Perceptions and Lifestyles are influenced by many social factors: family,
reference group in addition to culture itself. Italian people tend to buy the same product that
their parents used to buy as well as young adults tend to buy products that are “trending”
among their reference groups.
Using the hierarchy of needs theory described in the textbook and presented in the prerecorded
lecture, indicate, with justification, which of the needs the following brands are targeting - Nike (Just
do it), Uber (everyone's private driver), BMW (for driving pleasure), Subaru (confidence in motion),
Salvation Army (we see what others don’t), L'Oréal (because you’re worth it. You may use other
information sources to justify your answer.
According to the Maslow’s pyramid, a person is driven by the need to satisfy five needs:
physiological, safety, love, esteem and self-actualization needs.
Nike is targeting the physiological need as it provides a basic necessity: clothing, but it
also targets safety and well-being because it encourages an active lifestyle, and esteem because
it is a well-known brand therefore it can enhance one’s image and confidence.
Uber targets the safety need as one can avoid walking for miles alone, especially at
night. The app has also safety features to ensure the customers’ well-being. The company also
provides the basic physiological need of having a means of transportation.
BMW partially targets the physiological need of having a means of transportation, but
since BMWs are expensive cars, we can say that it mainly targets the esteem and self-
actualization needs because it enhances one’s image and social status while also satisfying a
personal desire. In addition, it also satisfies the safety need because of the airbag systems and
other features that can diminish the danger of an accident.
Subaru targets the physiological need of having a means of transportation, the safety
need of being safe in the car (airbags, lock on doors), the self-actualization need of having
whatever car one likes.
Salvation army targets different needs depending on the point of view. It can satisfy the
physiological need of having clothing and shelter, and the love need of having someone that
, can accept and help you. From another perspective, it can satisfy the self-actualization need of
giving back to the community.
L’Oreal satisfies the love need of being accepted by peers, the esteem need of
enhancing one’s image and confidence and the self-actualization need of expressing oneself.
You apply for an entry-level job as a marketing analyst with a consumer-packaged goods firm. At the
job interview the Marketing Director says to you, “over the years, I am amazed at how two consumers
looking at the same product or advertisement yet seem to have different experiences”. Can you help
explain this behavior to me?
This behavior is cause by the different psychological and social factors that affect the customers
during the decision buying process.
Psychological factors are: motives, attitudes, perceptions, learning and lifestyle. They all vary
depending on the person. For instance, attitude is a person’s evaluation of their feelings toward
a product and it can be cognitive, affective and behavioral. It can change from person to person
because of past experiences and previous purchases. Moreover, perception is shaped by the
senses and words, images and symbols are interpreted different ways by each individual; in
addition, perception is also shaped by 4 different components that segment a person’s point of
view: selective exposure, retention, comprehension and attention.
Learning has the potentiality to change both attitudes and perception, while different lifestyles
shape different needs and wants.
Also social factors like family, reference groups and culture can develop different point of views
on products as well as one’s personality, self-image, demographics such as age, gender, level of
education, marital status etc.
In the recorded lecture, I have asked for examples of marketing actions managers can implement to
better serve customers or market their products.
Marketers identified different steps of the customers’ decision buying process and developed
strategies for each step as to enhance the probability that customers will buy their product.
For the first step, need recognition the strategies are:
- Reminder advertising to remind the customer of their product
- Creating awareness about the product and its capabilities
- Showing how it can enhance the consumers’ image
- Distinguish between the product’s attributes and benefits
- Online strategies such as reviews, recommendations, blogs, influencers
- Altering a layout store or where the product is placed in the store to remind the
customer of its need.
For the second step, information search:
- Understand the sources customers use to search information
- Make information easily accessible- easy to read and in multiple media/formats
- Educate consumer about the product by focusing on the benefits and how it can satisfy
needs.
- Provide information that would relieve fear about risks: return, warranties and
guarantees.
- Show product in use
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