MKT 435 Wk 5 - Practice: Assignment

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MKT 435 Wk 5 - Practice: Assignment

1. Imagine that you want to surprise your spouse with a vacation for your anniversary because both of you love to travel. You secretly buy plane tickets to Hawaii for the two of you, and while you’re booking a hotel room, you see an advertisement for a two-for-one deal on scuba diving lessons. You hadn’t considered scuba diving before, but now you’re excited about it and decide to purchase the lessons. What types of stimuli were present in this situation?

• The desire to surprise your spouse was an internal stimulus, and the plane tickets, hotel room, and scuba diving were external stimuli.
• The promotion on scuba diving was an external stimulus, and the purchase of the scuba diving lessons was an internal stimulus.
• The desire for a vacation was an internal stimulus, and the promotion on scuba diving was an external stimulus.
• Both the desire for the vacation and the desire for scuba diving were internal stimuli.

2. How can a company effectively present an external stimulus to change consumer behavior?

• The stimulus should remind consumers that they are hungry, sad, tired, or another negative feeling so they are motivated to solve that problem.
• The stimulus should present a desired state above the consumers’ current existence, triggering them to try to achieve that state.
• The stimulus is initiated within the customer, so consumers recognize and resonate with their own identity within the stimulus.
• The stimulus should be irresistibly tempting to consumers so that they can reasonably justify taking any action they deem necessary in response.

3. What factors may lengthen the time a consumer spends searching for information to solve a problem?

• The customer has a great deal of experience solving the problem.
• The customer works in a related industry or field.
• The customer has never searched for information about the products in question before.
• The customer has a specific set of product criteria to search for.

4. How can a brand succeed in marketing efforts during the alternative evaluation phase of the customer journey?

• Use aggressive advertising campaigns that will block out competitors’ ads so that customers see only your products and services when searching for information.
• Understand what consumers truly desire from a brand’s products and services and then clearly communicate those factors in the brand’s marketing message.
• Understand what information channels customers use to research a brand’s products and services so you can redirect consumers to the brand’s preferred channels.
• Use persuasive written and visual media to change what consumers desire from a product or service to fit what a brand’s products and services already offer.

5. What must happen for the intent to purchase to turn into an actual purchase?

• The customer must not see the purchase as too large of a commitment and must be able to return the product if it is unsatisfactory.
• The customer’s specified parameters, financial ability, and psychological state must match up.
• The customer must not see any alternative to purchasing a given product or service.
• The customer’s self-image must improve due to purchasing the product.