Buyer Behavior & Relationships Marketing

Buyer Behavior & Relationships Marketing

MKTG 3850:001

Buyer Behavior & Relationships Marketing

Fall 2018

University of Toledo

Exam 2

Buyer Behavior & Relationships Marketing

This is the ESSAY section of Exam 2. Answer Q36 and two of the other questions in this section.

THE administration of the exam is based on the students’ understanding that it is a “take-home” exam and should be worked on individually and independently. Students acknowledge that they will not discuss with others anything about the exam once the exam becomes available. Students also agree that they will direct any questions about the exam, regardless of their nature, to the professor only. Students agree to abide by the highest standards of academic integrity.

Specific Instructions for Exam 2:

1. Place your name and Rocket number on the cover sheet, in the appropriate places below.

2. Keep this entire cover page, including the instructions, with your exam document that you turn in.

3. Type your response to each essay question below each question. Label the parts of each question that you answer.

4. Collate and staple your printed document.

5. Turn in your exam document at the start of class on Monday, October 29, 2018.

6. If the instructions are not clear, please let me know.

7. If you do not follow these instructions, you risk delaying the grading of your exam.

By downloading this document, affixing my name and Rocket ID number to it, and turning in the exam, I agree that I have completed the exam abiding by the highest ethical standards and adhering to the COBI Code of Student Academic Conduct. I have not given, nor have I received, help with the exam, and I understand that I will get a zero for Exam 2 if I have breached this agreement.

Buyer Behavior & Relationships Marketing

Name:

Rocket Number:

Final Score: _____________________________

Essay Section

Answer Q36 and two (2) of the other questions in this section. Organize your responses by lettering or numbering each point that you discuss, and write using complete sentences and paragraphs when discussing different ideas.

Question 36 (Based on Chapter 4)

Attached to the end of this document is an article entitled Kellogg launches new breakfast brand at NACS Show. Read the article, then do the following:

Refer to the discussion on consumer perceptions and the different perception concepts discussed. Select FOUR (4) of these consumer perception concepts and

(i) Explain each concept; write at least 2-3 sentences in explaining each concept; and

(ii) For EACH concept, describe what Kellogg has to do to market the new product effectively, given what the concept says/suggests about consumer behavior. Write at least 2-3 sentences for each description. (30 points)

Question 37 (Based on Chapter 6)

A hotel chain (name the hotel chain in your response) has learned through its research that many consumers have a negative attitude toward it.

(i) List and describe three (3) reasons that consumers may have developed a negative attitude toward the hotel chain; and

(ii) Drawing on the various attitude change strategies available, list and describe three strategies this hotel chain could use in its attempt to change consumers’ negative attitude toward it. Write a minimum of 3 sentences for each way, and for each way, include a specific example of what the hotel chain should do. (25 points)

Question 38 (Based on Chapter 8)

(i) First, explain the following types of social media: (a) paid social media; (b) owned social media; and (c) earned social media. Write at least 2 sentences about each type; and (ii) List and describe THREE ways in which a brand of your choice (name the brand) could obtain earned social media in marketing the brand. Write a minimum of 3 sentences about each way. (25 points)

Buyer Behavior & Relationships Marketing

Question 39 (Based on Chapter 5)

A retailer with which you are familiar (name the retailer in your response) wants to base its elements of its marketing strategy on a consumer learning theory. This retailer wants you to:

(i) First, explain EITHER the theory of classical conditioning OR instrumental conditioning; write at least 5 sentences about the theory you select; then

(ii) Explain four (4) strategic marketing actions that the retailer should undertake that would be based on this learning theory. Provide specific examples for the retailer instead of generalizations. (25 points)

Question 40 (Based on Chapter 3: Consumer Motivation & Personality)

(i) Describe three (3) factors that might motivate a consumer to use the services provided by a health and wellness brand (identify the brand in your response) to achieve a specific wellness goal; write at least 2 sentences about each factor; and

(ii) Assume that the consumer fails to achieve his/her health and wellness goal. State the goal the consumer had set, and describe three (3) defense mechanisms that the consumer could use to explain his/her failure to attain this health and wellness goal. Do not write only generalizations. (25 points)

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Buyer Behavior & Relationships Marketing

Kellogg launches new breakfast brand at NACS Show

Kellogg Joybol smoothie bowls

LAS VEGAS — Vibrant, nutritious and customizable, smoothie bowls have surged in popularity on menus and social media. Kellogg Co. presented its take on the trend at the 2018 NACS Show, held Oct. 7-10 in Las Vegas. The event showcases products and services for the convenience and fuel retailing industry from more than 1,300 exhibiting companies. Kellogg’s new brand, joyböl, features a collapsible spoon and shelf-stable cup of ingredients. Consumers add cold water, milk or a non-dairy alternative and stir up a creamy base. Crunchy granola clusters, nuts and seeds are included. The products contain 10 or more grams of protein per serving. Flavors include strawberry almond quinoa, super berries and acai, chocolate hazelnut, matcha berry and mango coconut chia. The maker of Froot Loops and Frosted Flakes has seen cereal sales slump in recent years as consumers opt for yogurt, protein bars and other types of breakfast items. Featuring on-trend flavor profiles, joyböl taps into a growing desire for foods and beverages with multiple textures and whole, nutrient-dense ingredients. The brand also was among a number of packaged bowl-based offerings on display at the NACS Show.

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