Direct marketing essay question assignment

Exam 1

This is the ESSAY section of Exam 1. Answer Q36 and two of the other questions in this section.

THE administration of the exam is based on the students’ understanding that it is a “take-home” exam and should be worked on individually and independently. Students acknowledge that they will not discuss with others anything about the exam once the exam becomes available. Students also agree that they will direct any questions about the exam, regardless of their nature, to the professor only. Students agree to abide by the highest standards of academic integrity.

Specific Instructions for Exam 1:

1. Place your name and Rocket number on the cover sheet, in the appropriate places below.

2. Keep this entire cover page, including the instructions, with your exam document that you turn in.

3. Type your response to each essay question below the question (each part of a question). Label the parts of each question that you answer.

4. Collate and staple your printed document.

5. Turn in your exam document at the start of class on Monday, October 1, 2018.

6. If the instructions are not clear, please let me know.

7. If you do not follow these instructions, you risk delaying the grading of your exam.

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Essay Section

Answer Q36 and two of the other questions in this section.

Question 36 (Chapter 16: Consumer Research) (45 points)

Attached to your exam is an article titled Dogs really are man’s best friend: 71% of US males own a dog. Assume that you were a member of the research team at Mintel (http://www.mintel.com/) that worked on the research project described in the article and prepared the report for this article.

(a) List* four research objectives of this study. (10 points)

*Just list the research objectives. Do not discuss them; and do not provide your personal opinions about them.

(b) Prepare a questionnaire of two parts, as follows:

Part 1 : Write 6 questions (EXCLUDING DEMOGRAPHIC QUESTIONS) that appeared on the questionnaire that was used in the study. Use the results reported in the article to come up with questions**.

**The questions should be closed-ended questions , which means they should have response options. You are limited to ONE dichotomous question (question with only two possible responses, for example, ‘Yes/No’; ‘True/False’; ‘Option 1/Option 2’).

Part 2 : Write four demographic questions that appeared on the questionnaire that was used in the study. The questions should be closed-ended questions.

(25 points)

and

(c) Describe*** ONE company/brand that might be interested in the results reported in the article; and discuss three strategic marketing decisions that this company/brand might take, based on the results of the study. Write at least 2-3 sentences about each strategic marketing action. Base your recommendations on results reported in the article. (15 points)

***Identify the company/brand and provide information to let someone who does not know this company/brand know what kind of company it is.

Question 37 (Chapter 14: Consumer Decision Making)

A consumer whom you know faces a gift-giving situation that involves extensive problem solving. First, state the gift-giving situation facing the consumer, and state the gift-giving relationship; then:

Describe the decision-making process the consumer goes through from the time the gift-giving situation arises until purchase. For each stage, state ONE way in which a retailer might influence the consumer’s decision-making process. You should write at least 2-3 sentences about each stage, and the information should not just be generalizations. (15 points)

Question 38 (Chapter 1: Technology-Based Consumer Behavior

A number of retailers have been adopting more and more technology for use in their retail operations. You have been asked to: (i) Discuss three reasons that retailers have been adopting more and more technology for use in their retail operations; write at least 2-3 sentences about each reason; and (ii) Find and include in your exam document an article that illustrates one retailer’s adoption of a new technology for use in its retail operations.*** (15 points)

***Copy and paste the entire article into the exam document; and provide a reference for it. Articles used in class or that your team has used for the team project should not be re-used.

Question 39 (Situational Influences)

A retailer (name the retailer in your response) wants you to discuss situational influences with it, as follows:

(i) Explain what is meant by situational influences, and describe two types of consumer situations; write at least 5-6 sentences about this; then

(ii) Describe three strategic marketing actions that the retailer can take, based on the existence of situational influences on consumer behavior. Write at least 2-3 sentences about each action. (15 points)

Question 40 (Chapter 2: Segmentation, Targeting, and Positioning)

A New York-based restaurant is seeking to expand to the Midwest and is thinking of expanding into Ohio. The restaurant seeks your advice as follows:

(i) Describe two broad bases for segmentation that it could use to segment the market in Ohio; write at least 3 sentences about each basis for segmentation; and

(ii) Describe two possible positioning strategies that it could use to position itself in the Ohio market. Write at least 3 sentences about each positioning strategy.

(15 points).

Dogs really are man’s best friend: 71% of US males own a dog

They’ve long been referred to as man’s best friend, and now new research from Mintel reveals that no one loves their mutt quite as much as American men. Today, some seven in 10 (71%) younger men aged 18-44 own a dog compared to just three in five (60%) of their female counterparts.

Mintel research on US pet ownership reveals that while the majority (67%) of Americans own a pet, dogs are the nation’s number one furry companion with half (50%) of all Americans owning a dog. This rises to 52% of all US men, compared to 49% of women. Older Millennials in particular make up a large portion of the nation’s dog lovers as three quarters (75%) of consumers aged 30-39 own a dog.

While pups are top dog in US households, one third (35%) of Americans own a cat. As with dogs, men (37%) are more likely to own a feline friend than women (33%), with ownership peaking among Millennials (46%).

Some seven in 10 (70%) dog owners own a dog that is within the adult or senior age range, with age appropriate pet supplies a top priority for many. In fact, more than half (54%) of pet owners agree that it is important for their pet to be comfortable in their advanced age, with the majority saying that their pet eats food (57%) and treats (46%) that are age appropriate.

With at least half of these pet owners taking steps to improve their pet’s quality of life, an additional one quarter (23%) say they’d pay for medical procedures to extend the life of their pet no matter what the cost. Nevertheless, there is ample room to increase participation among the 18% of pet owners who say that they do not worry about their pet’s age-related issues, as they likely do not purchase health- or age-focused products.

America’s love of pets is highlighted by spending on pet supplies, and last year, Americans spent an incredible $11 billion to pamper their pets. The pet supplies category has seen moderate growth in recent years, increasing 18% from 2011-16. Over the past five years, the largest gains were seen 2012-13, likely due to an improving economy and the pet humanization trend.

The top three pet purchases made by US pet owners were toys (61%), leashes, collars and harnesses (40%) and rawhide and chews (39%). One third (33%) of pet owners pampered their pets with pet furniture and 17% indulged in pet costumes; meanwhile one in ten (10%) pet owners splashed out on a pet stroller.

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