Answers to Tutorial Questions: Week 7 Essay Example

  • Category:
    Marketing
  • Document type:
    Assignment
  • Level:
    Undergraduate
  • Page:
    2
  • Words:
    905

Answers To Tutorial Questions: Week 73

Answers to Tutorial Questions: Week 7

Answers to Tutorial Questions: Week 7

  1. The Hong Kong Disneyland certainly lives up to the Disneyland reputation. Although the Park is relatively smaller than the United States Disneyland Parks, the Hong Kong Park is always full(Mobilereference 2010 p.14). The queues are fast moving and entrance fees are by all means reasonable. However, beverages, food and shopping are rather expensive. Touring this Park feels inspiring. The view is breath-taking. For all Disney addicts, the experience is awesome. The fireworks display is amazing. I’d absolutely recommend this park to all Disney lovers. Moreover, a visitor in the city of Hong Kong with a day to spare would find it definitely worthwhile to tour this park.

  2. A.) The product manager can strategically lower prices or offer discounts. This can change the belief that their brand is expensive. Adding product attributes is also a great strategy. Moreover, use of a brand personality or celebrity recognition definitely creates an impression that the product is cool and admirable(Ferrell 2014 p.33). Advertisements focusing on consumer benefits are equally effective.

B.) The product manager can use comparative advertising to change consumer beliefs about competing brands(Wilson 2009, p.25). Here, he can depict the competing brand as of lesser nutrition value as compared to his brand.

C.) If a consumer has a negative attitude towards one aspect of a product and a positive attitude towards another aspect of the same product, it confuses the consumer (Ferrell 2014 p.38). The product manager should, therefore, work to move the consumer’s mind to the positive attitude. Vigorous advertisements focusing on the positive attributes would be effective.

D.) The product manager has the option of adding a new attribute. He can consider repackaging using a more eye catching container(Verma 2008, p.52). Besides, he can add a previously ignored attribute such as indicating on the packet that there is an extra 20 grams for every purchase.

  1. Essentially, the major source that influenced my attitudes about studying buyer behavior was the IT industry. With new companies rapidly taking dominance in the already saturated smartphone and pc markets, I developed an interest to understand why consumers flexibly changed from one brand to another amid the cut throat competition. Undeniably, my attitude has changed since the beginning of this unit. The contribution of the components of the multi-attribute model has enabled me to develop insights on the changes in consumer attitudes towards products over time.

  2. When it comes to the success in the use of a product, as in this case, the success of a graphics program, a prudent marketer would most certainly prefer consumers to make external attributions. Ultimately, whether an attribution is external or internal, the consumer’s response is affected. An internal attribution creates a feeling of pride in case of success and a feeling of shame in the event of a failure(Kazmi et al. 2008 p.61). While the marketer would have no problem with a consumer making internal attributions, a marketer realizes that it is far much easier to use advertising and other techniques to retain customers who have a positive external attribution than it is to attract customers with negative internal attribution(Verma 2008, p.52). However, it is important for marketers to analyze consumer attitudes through market research surveys so as to alleviate any negative attitudes towards the company

  3. The advert here is about lawn mowing and compound cleaning services. The consumer may, in this case, make positive or negative attribution regarding the advertiser. This is external attribution. If the advertiser has provided quality work to a different consumer before, the consumer is likely to make a positive attribution. Moreover, an advertiser who confidently tells of previous success with other consumers will similarly get positive attribution from this consumer(Martinko 2004, p.85). On the other hand, if the consumer has a foreknowledge of the advertiser’s low quality of work, he will be reluctant to accept the advertiser’s services

If a consumer accepted the trial offer and realized the lawn mowing services were satisfactory, he/ she would feel a sense of accomplishment and pride for his good judgment(Yagi et al. 2010, p.54). However, if dismal services are delivered, the consumer would make a negative self-attribution and probably feel embarrassed at his/her choice.

  1. An antismoking advertisement that depicts a skinny smoker sleeping on a bed with cigarette colored sheets elicits fear and humor in equal measure. Others include adverts trying to caution against dangerous driving or use of sunscreens(Martinko 2004, p.48). Fear alone can stir defensive emotions amongst viewers. This can, subsequently, reduce the level of persuasiveness of an advertisement. However, researchers have found out that in the absence of humor, an advertisement that increases fear is less persuasive. On the contrary, a combination of fear and an element of humor enormously increases the effectiveness of an advertisement(Wilson 2009, p.78)

REFERENCES:

MOBILEREFERENCE. (2010). Travel Hong Kong Illustrated Guide, Phrasebook and Maps. Boston, MobileReference.com.

FERRELL, O. C. (2014). Marketing. Australia ; Mason, OH, South Western Cengage Learning.

VERMA, H. V. (2008). Services marketing: text and cases. India, Dorling Kindersley.

KAZMI, S. H. H., & BATRA, S. K. (2008). Advertising & sales promotion. New Delhi, Excel Books.

MARTINKO, M. J., & MARTINKO, M. J. (2004). Attribution in the organizational services: theoretical and emperical contributions. Greenwich, Information Age Pub.

WILSON, A. (2009). The marketing audit handbook tools, techniques & checklists to exploit your marketing resources. London, England, Kogan Page.

YAGI, C. L., & KUMAR, A. (2010). Advertising management. New Delhi, Atlantic.