Short Answer Questions Business & Marketing Coursework

Requirement: In your own words, provide a coherent paragraph (180-200 words) for each question answer based on what you have learned in the MKTG 4506 (Consumer Behavior) Class for the following 5 questions.
Sample Answers: After this week’s discussion I have definitely become more aware of the techniques that marketers can use to manipulate a certain result. I thought the organ donation example from the Ted Talk was especially eye opening and made me think about other examples such as this. One thing I came up with was at a grocery or retail store check-out when the cashier asks if you would like to donate money to a charity it is easier to say no, but when I have been asked if I would like to round up my purchase by just a few cents to the next dollar to go towards charity I always say yes. After learning more about perceptions, I realized that me making this decision to round up to the next dollar was an easier choice than having to decide how much I wanted to donate and then worrying about if the cashier was going to judge the amount I was willing to give. Because of the way the question was worded and the complexity of the choices, my answers differed on a question that was in hindsight the same.

Requirement: In your own words, provide a coherent paragraph (180-200 words) for each question answer based on what you have learned in the MKTG 4506 (Consumer Behavior) Class for the following 5 questions

WEEK 2 TUESDAY QUESTION

1) Think about and describe a product purchase that is highly sensory? (i.e. buying chocolates from a Lindt location where you can smell, taste, and see the chocolate), talk about how the sensory inputs influence your purchasing decision.

2) Imagine you are opening an ice cream shop, talk to me about what sensory decisions you would make in deciding the look and feel of your store?

WEEK 2 WEDNESDAY QUESTION

3) What banner ads or television ads do you consider to be a breakthrough and why? What about they specifically allow you to engage with them?

4) Do you believe in subliminal messaging and its ability to influence consumers?

5) Prior to class, I thought of perceptions (and their respective sensations) in the context of the item. For instance, if a marketer wanted to market a food item, they would probably focus on the taste and smell of the food. However, listening to class discussion, I realized that when possible, marketers like to play on all of our senses: marketers’ messages are more effective when they appeal to multiple senses. For the food item, this might mean not only incorporating fragrant and tasty items but also utilizing carpeted floor to make the food seem more comforting. Knowing this, I realized that a clever sensory marketing strategy are pop-up shops. Many pop-up shops appeal to multiple senses at the same time: vision, scents, sound, touch, taste. For instance, at one of the pop-up shops I attended, an ice cream pop-up, I remember seeing the entire store covered in blue, smelling fragrances, tasting ice-cream, listening to pop music and even partaking in a ball pit. The combination of these sensory elements caused me to perceive the brand as fun and tasty along other things.

This week we talked about PERCEPTIONS! Please share below one thing that you have learned and thought differently based on the above student’s answers