Marketing exam paper
zhichen1027
SELFCONCEPTandself.docxSELF CONCEPT and self-esteem
How would you define self-concept and self-esteem? How are the two concepts related? How do marketers use self-esteem sell products?
Self concept: the beliefs of a man or women have their own attributes and how they evaluates these qualities. Self concept always come with five dimensions: content, positivist, intensity, stability over time, and accuracy.
AGE
Explain the differences in the psychological makeup of consumers who are a) Gen X and b) Gen Y. How do these differences impact the way marketers target these consumers? Give examples to support your answer.
Is wealth财富 or social class the better predictor of consumer behaviour? Use theories and examples to support your answer.
CULTURE
Define “Culture”. What are its characteristics? Discuss why it is important to study culture in order to understand consumer behaviour. Please use examples to support your answer.
AIDA
Explain the AIDA model and its significance in the adoption of a new product by consumers.
Example: one Chinese restusrants 汉朝 伯明翰新开的火锅店《熬》
1.意识：在开门四个月前进行公关活动，推广奖励， 特色菜介绍 通过微信平台，推行一人推荐一人的优惠活动并通过DM活动加强针对性的客户群体。
2.兴趣：执行直接邮寄活动，免费咨询或试吃完成。他们用研究来支持这一点，因为如果报价和产品质量是令人信服的，客户是忠诚的。
3.欲望：接近的开幕，他们进行了当地的独家发布活动，通过当地媒体和社交媒体进行广告宣传。这为“想要邀请的人”创造了一个当地的嗡嗡声，并兴奋地看到这家餐馆的开张。
4.行动：明确CTAS定位在Facebook网站 微博（电话预约），网站（致电预订）和本地广告（打电话接受折扣或报价。
案例研究没有强调保留，虽然有很多方法可以提高邮件列表或社交平台的忠诚度，这些邮件列表或社交平台提供有关优惠和活动的消息，产品范围的折扣，根据访问频率的折扣等。
CUSTOMER BEHAVIOUR
Motivation and values
What are values and what role do they play in consumer behaviour? Use theories and examples to support your answer.
