Marketing 515

Discussion 1:
Problem Recognition" Please respond to the following:

• According to the textbook, consumer need recognition is triggered by internal and external stimuli. Analyze two consumer market segments with regard to internal and external stimuli. Determine whether the external or internal stimuli are more effective in stimulating purchase behavior for those within the two market segments.
• According to the textbook, some consumers mentally evaluate products without purchasing them. Analyze three characteristics of consumers who delay in making decisions for major purchases. Propose three marketing strategies that could be employed to motivate consumers to purchase.

Discussion 2:

"Information Searches" Please respond to the following:

• Examine the relationship between type of decision (low involvement, medium involvement, high involvement) and whether a product featured in the video is within the evoked set of the consumer. Determine what consumer characteristics influence a marketer’s choice of video type.
• Propose one way to use search engine optimization (SEO) to organize marketing campaigns around searches that have the need for utilitarian value, such as how-to videos or articles. Speculate as to a) whether or not a SEO will be a successful approach to a marketing campaign, and b) what other values (e.g., social needs, status, aesthetics, etc.) could be displayed within the advertising medium to improve on the marketing strategy.