London School of Marketing

This is a good summary of the entire book 9th edition. Its very compact, only 47 pages but covers all chapters. In my opinion there's too much non-information in the book. Here you have everything that matters. I've included common test questions, exam hacks, most important visuals and trends and developments for 2025. Tip: on the actual exam there were lots of questions about the product lifecycle, sales promotion, external influences and the role of AI and social media.

Outline your understanding of both biases and heuristics in the decision making process

Consumers are exposed to sensory stimuli through sensory receptors. Perception is a three-stage process that translates raw stimuli into meaning. Discuss how marketers respond to the three stages process of perception and outline potential strategies they can use to get attention for their products during all three stages.

“The specific way a need is satisfied depends on the individual’s unique history, learning experiences and his or her cultural environment” (Solomon et al, 2006 pg. 94). (a) Critically discuss this statement in relation to your understanding of the differences between wants and needs, using examples from class and your own further reading. (70 Marks) Using examples from class, critically discuss whether marketers have the power to create needs (30 Marks) (Total 100 Marks)

Decision-making can be a complex process for consumers. Outline your understanding of both biases and heuristics in this decision making process. Discuss the strategic implications for marketing of both biases and heuristics in the decision -making process-using examples from class to support your discussion

Message strategies exam question Compare three message strategies and discuss how the differences between the three have an influence of the type of message appeal strategy a marketer might chose for their campaign.

Marketing exam questions for consumer Analysis