SMKTG341 Consumer Behavior - Discuss the differences between

SMKTG 341 – Consumer Behavior

Exam 2

Below you’ll find a Conceptual Section and an Application Section. You are to answer any two questions (and their parts) in the Conceptual Section and provide written responses to any two cases in the Application Section of the exam.

Clearly identify which questions and their parts you are responding to. Grading will be based upon the appropriateness, completeness, and insightfulness of your responses.

I. Conceptual Questions:

1) (a) Discuss the differences between individual and group decision making. (b) What are the differences in marketing to individuals versus groups (e.g., a family)? Provide examples.

2) (a) Explain the expectancy Disconfirmation Model of Satisfaction in detail. (b) Discuss how this model could be operationalized to create an actual marketing strategy. (c) What does the model suggest in terms of what marketers should consider moving in time.

3) (a) From any one of the chapters 5, 8, 9, or 10 choose a chapter and explain any six of the concepts. (b) For each of the concepts, what question(s) do they suggest that you could use to analyze a market with? Be explicit. A table with the concepts and their suggested questions might help here.

4) (a) From a consumer attitude perspective, explain the differences between high versus low involvement situations. (b) For both high and low involvement situations, explain how you might proceed to change consumer attitudes. Be explicit and provide examples.

II. Cases: Provide responses to any of the two cases below.

From the 11th edition:

(1) Has the Death of the Watch Been Greatly Exaggerated? Apple Gets Into the Game, (Motivation and Affect) pages 174-175;

(2) Shampoo Buying: A “Bad Hair” Day?, (Attitudes & Persuasion) pages 306-307;

(3) Tesla Motors: Driving Forward with a New Consumer Decision Journey, (Decision Making) page 351-352; or

(4) Furnishing an Experience, (Buying, Using, and Disposing) page 382-383.

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