Reference no: EM133227032

Assessement: Consumer Topic Presentation

Topic and presentation time for each group is assigned at the beginning of the course as in the table below. Required contents are basically to answer important questions for the assigned topics, given in the table. Typically, the contents would include:
- Explaining the concept(s)
- Explaining how to exploreobtain data to understand it
- Explaining the role(s) it plays in Marketing
- Giving examples of how it is applied by brandsmarketers

- The contents must not be restricted to the textbooks. Other findings from academic and professional sources must be used additionally to provide further angles of the concepts and how they are applied in real business contexts.

1 What is perception?
2 How do you describe the general perceptual process? 3 What are some characteristics of that process?
4 What factors influence this process? What can marketers do about these factors?
5 What are the conclusions and marketing implications regarding perception marketers can use?

6 What is consumers' knowledge? How many levels, types there are of knowledge?
7 How do consumers process and structure their knowledge?
8 What factors influence this process? What can
marketers do about these factors?

9 How are perception and consumer knowledge (memory) related?
10 How do marketers measure consumers' knowledge of their brand?
11 What are the conclusions and marketing implications regarding consumer knowledge and memory marketers can use?

1 What is learning? What types of learning can occur? 2 What are different ways in which learning can occur? Refer at least 03 learning theories to explain.
3 Give different examples to illustrate question 2 4 When does each type of learning apply?
5 What factors may influence strength of learning?
6 What are the conclusions and marketing implications regarding consumer learning marketers can use

1 What is attitude? What are the main components comprising of attitude?
2 What are the different ways attitude can be measured?
3 What is attitude component consistency?
4 What are different strategies to change consumer attitude? What may affect the success of these strategies?
5 Discuss the Elaboration Likelihood Model to Persuasion.

5 What is intention? What are some important forms of intention marketers wish to measure?
6 What is the relationship between Attitude and Intention? Refer several theorical frameworks to explain.
7 What are the conclusions and marketing implications regarding intention marketers can use?
1 Define motivation and summarize the motivation sets put forth by Maslow and McGuire. Explain manifest and latent motives of consumption.
2 What is need, want, and demand. How are they different and related to motivation?
3What is motivation's role in consumer behavior and
marketing strategy?
4 What is involvement? Introduce multiple types of involvement consumers may develop in the consumption process.
5 What are the marketing implications regarding motivation marketers can use?
6 Define personality and the various theories of personality
7 How does brand personality can be used in developing marketing
strategies?
8 Define emotions and list the major emotional dimensions
9 Discuss how emotions can be used in developing marketing strategies

1 What different types of decision consumers may make? Explain their characterisitics, differences and give examples.
2 What is the nature of decision making?
3 What are the general process of decision making? Give example to illustrate.
4 What are consumer problems? How many types may there be? Give examples.
5 Why do consumers have these problems? 6 Explain the nature of problem recognition.
7 What are the conclusions and marketing implications regarding problem recognition marketers need to concern?
1 What are different types of search consumers may use?
2 What are different sources of information consumers may consider?
3 Discuss consumers' consideration set.
4 Discuss popular search behaviours consumers engage in nowadays.
5 What are the conclusions and marketing implications regarding information search that marketers should concern?
1 Define culture and its different dimensions.
2 How do variations in cultural values result in different consumption patterns of products?
3 What are different ways sub-cultures may be formed?
4 Explain the Cultural Process in which culture influences consumers' meaning of consumption.
5 What are the conclusions and marketing implications regarding cultural influences that marketers should concern?
1 Explain reference groups, the criteria used to classify them, their forms. Give different examples to illustrate and compare.
2 In which situations do reference groups' influence exert more or less strongly?
3 Discuss the importance of word-of-mouth communications and opinion leaders (both online and offline) to marketers. How could they be applied in marketing?
5 Explain and give example of family decision making. 6 What is a decision making unit in the case of a family? 7 What are the general roles do we see in family decision making unit? Use an example to illustrate these roles in a family decision.
8 What are the conclusions and marketing implications regarding group and family influences that marketers should concern?