Test 2

Please answer all questions.

Question 1

1. Apply a specific product situation to the buyer decision process.

2. Explain how and why social, psychological, and personal factors affect the manner in
which consumers solve their problem.
3. Gain practical experience by applying the concepts of attitude, self-concept, and
reference groups.
4. Consider the ethical implications of employing principles of consumer behavior in
marketing.

Question 2

1. Take a look at the websites for Harley-Davidson (www.harley-davidson.com), Yamaha

(www.yamaha-motor.com), and Indian (www.indianmotorcycle.com). How is each of these
companies appealing to their potential customer? Are they using emotion, facts, comparisons,
etc? How effective do you believe each of them to be? (Objective 2)
2. Take a look at the website for Blackberry phones (www.rim.com). Consider the factors that
influence the rate of adoption. What factors do you believe has helped to account the rapid
acceptance of Blackberry phones into the marketplace? (Objective 4)

Question 3

1. Age and lifecycle changes have a dramatic impact on the many and type of products we
purchase and consume. Go to Toyotas website (www.toyota.com) and examine their
complete product offering. How has Toyota tried to reach consumers of all ages and stages of
the lifecycle? (Objective 2)
2. Every culture contains smaller subcultures. Look around your community and make a list of
those businesses that may well prosper from this increasing subculture. Why do you think
this is so? (Objective 2)
3. What social class do you belong to? Why? What would it take for you to move up a class?
(Objective 2)
4. Think about the online social networks (such as Facebook or MySpace). How are marketers
trying to use these networks to promote their products? (Objective 2)