MKT 435 Wk 3 - Practice: Assignment

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MKT 435 Wk 3 - Practice: Assignment

1. What insight can marketers take away from the principle of reciprocity?

• People are motivated to make a purchase when they have received a free sample of the product.
• Consumers feel obligated to engage with a brand when the brand has first made a small request from them.
• Consumers feel obligated to engage with a brand when their friends and family recommend it.
• People are motivated to make a purchase when the company supports charitable causes.

2. How can a brand help customers overcome their fear of commitment?

• By using micro-commitments to move customers step by step toward a purchase
• By showing customers that there is no viable alternative to the commitment
• By offering customer rewards programs that promote brand loyalty
• By sending daily emails or social media posts to remind the customer to make a commitment

3. How can a brand leverage the pack mentality for success in marketing?

• Present the idea that your brand out-performs every other brand and is the top competitor in the market.
• Help customers believe that they are the alpha members of the pack if they purchase your brand before others do and influence others to follow them.
• Target customers’ biological appetites and show how your brand will satisfy their needs.
• Focus on creating a sense of belonging in customers by presenting the positive experiences of other customers like them.

4. How can a brand use authority to influence the way consumers behave and interact with the brand?

• Because people inherently trust authority, companies should use authority figures to endorse a brand to build trust with consumers.
• Because today’s consumers value transparency, companies should provide a detailed explanation of why their products work.
• Since today’s consumers value speed, companies should provide a quick-access resource with authoritative product information.
• Since people tend to be suspicious of authority, companies should instead lean on everyday customers to promote their brands.

5. How can companies use liking to influence customer purchase decisions?

• Always leave the customer wanting more so that they feel the thrill of chasing the brand.
• Tap into consumers’ inherent desire to be liked by promising that a product will help them be more popular.
• Enhance features of a product that perform well in concept testing with the target audience.
• Find and showcase points of commonality with the audience so that the audience feels favorably toward the brand.

6. How can a company use scarcity to influence consumer behavior?

• Make products easily attainable, or else customers will lose interest.
• Limit the availability of an offer to create higher demand and increased urgency.
• Help customers feel that they will live a more abundant life by purchasing your product.
• Use supply and demand to strategically set product prices from month to month.

7. Which of the following is a way advertising targets consumers based on gender?

• Advertisements catered to men often contain complex metaphors.
• Men respond better to strong colors and evocative images in advertising.
• Advertisements catered to women are often more detailed.
• Women tend to prefer more humor in advertising.