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Midterm Answers Marketing - Telfer, uOttawa
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Layout of the midterm questions and answers for the Marketing course of the fall semester.
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Ch.4 Discussion Questions1. Select one of the following sub-cultures: Chinese-Canadian, South Asian-Canadian, Afro-Caribbean, or
some other subculture you are familiar with and list all the aspects Marketers should consider in order to
market effectively to them. Be specific.
Italian subculture is very food-directed. Italians value their typical recipes, therefore there’s a possibility that
also Italian-Canadians present the same characteristics and tend to pass this kind of behavior on to the next
generations.
The most important aspects of Italian culture are also family, art, soccer, hospitality, and their history.
They are also proud of their landscapes, Mediterranean properties, and nature.
2. Using the hierarchy of needs theory described in the textbook, 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.
- Nike: self-actualization “Just do it” = personal growth activities do something you want to do
without thinking too much about it,
- Uber: safety & physiological “Everyone’s private driver” = private is highlighted,
- BMW: esteem and confidence “For driving pleasure” = a satisfactory action made for yourself,
- Subaru: self-esteem and -actualization “Confidence in motion” = confidence highlighted,
- Salvation Army: love “We see what others don’t” = a sense of belonging, a connection to a
community of people that understands you,
- L’Oreal: self-esteem & -actualization “Because you’re worth it” = give a value to your well-being.
3. 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 happens because people tend to have different psychological perceptions of the same product, also
based on their different past experiences. This can be explained though the concepts of “attitude”,
“perception” and “learning”.
An attitude is a person’s enduring evaluation of his or her feelings about behavioral tendencies toward an
object or idea. An attitude consists of 3 components: the cognitive aspect reflects what we believe to be
true, the affective component involves what we feel about the issue at hand, and the behavioral component
comprises the actions we undertake with regard to that issue.
Perception is the process by which we select, organize, and interpret information to form a meaningful
picture of the world. Also, societies’ perceptions can change through time.
Learning, lastly, is a change in a person’s thought process or behavior that arises from experience or new
knowledge and takes place throughout the consumer decision process.
Learning affects both attitudes and perceptions.
A person’s perceptions and ability to learn are affected by their social experiences.
In addition, situational factors respectly to the different purchases and situations at hand are important.
4. In the class slides, I have asked for examples of marketing actions managers can implement to better serve
customers or market their products during the buying decision process. Make a note of all the instances
and come prepared to discuss them in class.
Step 1: Need Recognition – What strategies/tactics marketers can employ at the need recognition stage?
Step 2: Information Search: What strategies/tactics marketers can employ at this stage?
Step 3: Evaluation of Alternatives: What strategies/tactics marketers can employ at this stage?
Step 4: Purchase: What strategies/tactics marketers can employ at this stage?
Step: Post-Purchase: What strategies/tactics marketers can employ at this stage?
Step 1: Marketers use numerous tactics to either remind customers of a need or create new needs:
- Researching and understanding what products and services customers need or want and why,
- Reminder advertising for products,
- Altering the physical layout of a store or where products are placed,
- Create awareness about product and its capabilities.
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