End of Chapter Questions – Chapter 4
1 Describe three types of motivational conflicts, citing an example of each from current marketing campaigns.
2 Devise separate promotional strategies for an article of clothing, each of which stresses one of the levels of Maslow’s hierarchy of needs.
3 Using the 3 M model, develop ideas for how a Casino could adapt the gambling situation to reduce the likelihood of the situational trait of impulsiveness becoming compulsive gambling. When thinking of the situation, consider only the physical environment of a casino (the floor layout, access to food and beverages, access to cash machines, the décor etc).
4 Collect a sample of ads that appeal to Australian consumers’ values (see Table 4.3). Discuss what value you think is being communicated in each ad, and explain how this has been achieved? How effective do you think it is to apply values in designing a communication campaign?
5 Describe how a man’s level of involvement with his car would affect how he is influenced by different marketing stimuli. How might you design a strategy for a line of car batteries for a segment of low-involvement consumers, and how would this strategy differ from your attempts to reach a segment of men who are very involved in working on their cars?
6 Interview members of online community, such as Facebook. Describe their level of involvement with the ‘product’ and devise some marketing opportunities to reach this group.
7 ‘University students’ concerns about the environment and vegetarianism are just a passing fad; a way to look “cool”.’ Do you agree?
8 Some market analysts see a shift in values in young people. They claim that this generation has not had a lot of stability in their lives. They are fed up with superficial relationships and are yearning for a return to tradition. This change is reflected in attitudes towards marriage and family. One survey of 22- to 24-year-old women found that 82% thought that motherhood was the most important job in the world. Brides magazine in the United States reports a swing towards traditional weddings—80% of brides today are tossing their garters. Daddy walks 78% of them down the aisle. So, what’s your take on this? Are young people indeed returning to the values of their parents (or even their grandparents)?