Marketing: Questions and Answers

Free Essay Sample «Marketing: Questions and Answers»

Question 1: Mnemonic and Their Benefit to the Marketing Strategy

Conventionally, a mnemonic is a pattern used as an aid for memorizing information. Mnemonic strategies enhance learning and recalling of information in the future. In the field of marketing, the use of mnemonic is very important because, when well-used, it facilitates information remembering by the target market (Kotler and Armstrong 157).

There are many benefits associated with the use of mnemonic in marketing. Use of mnemonics enables customers to recall huge amounts of information through aspects such as logos, punch lines, words, and images. It helps to increase brand recall, improve product perception, and generate emotional attachment. This way, it facilitates creation of a brand loyalty and thus higher chances of re-buy decisions and increased sales for the marketing company. An example of a mnemonic is the use of music in television and radio adverts. When a customer repeatedly hears the music, he or she is likely to make specific purchase decisions to acquire that product.

Question 2: Functions of Attitudes

In marketing, attitude refers to how a consumer evaluates a particular product or service. Attitudes have an essential role in developing a marketing strategy, and they are associated with four major functions. These are adjustment function, ego defensive function, value expressive function, and knowledge function (Rao).

The adjustment function

The adjustment function allows people to align themselves to what is good, pleasing, and rewarding and helps them separate from what is unpleasant and unfavorable. Through this, people try to maximize benefits derived from a product as much as possible and avoid punishments to the minimum level possible.

The value expressive function

The value expressive function helps to display key values of a person. Consumers of goods and services adopt certain attitudes so that they translate their values to what is tangible and easily expressed.

The ego defensive function

When an attitude is used to protect the self-image or ego from threat, then the attitude is said to be performing the ego-defensive function.

The knowledge function

People are in constant search for information because of their need for consistency, stability, definition, and understanding. This means that people, for example, a customer who buys a wrong product due to poor purchase decisions may justify the decision by claiming it is a result of poor advice from another person. This helps a consumer to protect the self-image and develop attitudes that escalate the need for knowledge. For example, a person not interested in cars is unlikely to search for information on cars. However, people interested in cars are likely to search for a lot of information devoted to the topic.

Question 3: Persuasiveness and Attitudes in Marketing

Persuasiveness is very important in marketing because it enhances the process of passing information to the target audience in an effective and easy way. Competency in persuading allows a marketer to deliver the right message to the target audience easily and at the right time. It is a key to compelling the target market to take a certain course of action in regard to the product that the marketer offers. This is closely related to the concept of positive attitudes. According to the ABC model of attitudes, positive attitudes encompass affect, behavior, and cognition. Affect is the feeling that an individual has towards an object. It represents emotions and opinions about a product or service offered by a marketer. Behavior means intention, while cognition is the belief and knowledge about an attitude object.  When the three components work together, they result in the hierarchy of affects, which helps in distinguishing between the involvement levels or the level of motivation that a person has towards some object.

Question 4: Factors Influencing Consumer Behavior

There are four main factors that impact consumer behavior and they are social factors, psychological factors, cultural factors, and personal factors.

Firstly, there are cultural aspects. When making buying decisions, people are influenced by friends, culture, and friends. All these teach consumers about preferences, beliefs, and values as well as behaviors that are accepted by their culture. Other important and influential factors are subcultures, cultural trends, and social classes.

Secondly, there are social factors, which have a significant influence on consumer behavior. Social factors are divided into reference groups, family and social roles, and status. Reference groups are groups that a person is associated with. Members of the same group have similar consumption patterns (Kotler and Armstrong 78). Families are influential in that they affect the way a person evolves. Also, families affect development of personal characters, values, and attitudes. In the long run, person’s consumption patterns are affected by the familial exposure. Social roles and status are also crucial. A person’s position within the family, work, or group influence consumption patterns of that person (Perreau).

Thirdly, there are personal factors, which encompass personality, self-impression, lifestyle, purchasing power and revenue, age, and the way of life. These factors define how personal characteristics guide purchase decisions of a consumer.

Finally, there are are psychological factors, which can be segmented into four categories, namely motivation, perception, learning, attitudes, and beliefs. Motivation drives customers to develop a purchasing behavior. Motivation implies that a need is too pressing and the consumer needs to satisfy it promptly. The process through which a person selects, interprets, and organizes information is called perception. This helps in making sensible decisions (Perreau). Different people have different perceptions. Besides, learning, beliefs, and attitudes are influential. When people learn, they can change their behavior after acquiring intended information and experiences. Beliefs and attitudes imply that a person has a conviction on some objects. Through experiences, a person develops beliefs, which consequently influence buying behaviors.

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