MARK5800-无代写
时间:2023-03-09
MARK 5800: Consumer Behaviour
Study Guide for Quiz 2
The exam will require you to understand and integrate various components from the course:
Chapters from the textbook
Material from the PowerPoint slides we have covered in class
Class Discussion + Examples + Articles discussed in class
The topics shown below will be the primary focus of the test – you will need to explore these topics fully from the
materials (see above) in order to be well-prepared!
The exam will consist of around ten multiple choice and three short essay questions. Also, remember the test is about
understanding rather than mere regurgitation of facts. You will have 1hr to complete the test on Wednesday, March 15th
between 5-7pm, AEST (you can start anytime, as long as you finish by 7pm as the quiz will automatically close at 7pm).
Chapter 15: Information Search
Marketing strategies based on information search patterns (understand the differences across the strategies and
implications for marketers in each cell/condition. Use the 2x3 table I drew in the lecture to understand this.)
Chapter 16: Alternative Evaluation & Selection
Alternative Evaluation
Its basic components
How Consumers make choices (Bounded Rationality and Affective Decisions)
Role, Nature (tangible, intangible) and Measurement of Evaluative criteria (for measurement, just understand the different
things that need to be measured; direct vs. indirect methods e.g., projective techniques)
Individual Judgment (understand the implications for marketers)
Sensory Discrimination (accuracy) and Just noticeable difference (j.n.d.)
Surrogate Indicators (importance and examples)
Decision Rules
Compensatory
o Weighted additive
Non-compensatory rules
o Lexicographic, EBA, Conjunctive, and Disjunctive
Understand the nature of compensatory vs. non-compensatory rules and their differences
Chapter 17: Outlet Selection & Purchase
Decision Sequence – Its impact on marketing strategy
Internet Retailing – Pros vs. Cons + unique characteristics such as personalization of information
Attributes influencing Outlet Selection
Outlet Image, brands, advertising (spillover effects, reference prices-internal vs. external), location & size
Implications of the above factors for the marketer
Specifically or fully planned decisions and the factors that influence these decisions
In-store decisions
Generally planned, Substitutes, Unplanned (Reminder purchase, Impulse purchase)
(make sure you understand the implications of planned and unplanned purchases for the marketer)
In-store influences that impact evaluation and purchase
POP displays
Price reductions (promotions and the effect of restrictions on promotions)
Store layout
Store atmosphere & atmospherics (influenced by different attributes including color, music, scent)
Stock-outs
Sales personnel