Document 2

Chapter 2 Q&A
Alright, Fatima Zahra, here are detailed sample

answers for the questions based on Chapter 2:
1. Consumer Motivation
1. What is the main role of marketing

communicators regarding consumer
motivation?
Marketing communicators aim to understand
consumer needs and motivations to create
campaigns that appeal to both conscious and
unconscious factors influencing purchasing
decisions.
2. Explain the difference between conscious and
unconscious motivations. Provide one example
of each.
a. Conscious Motivation: A consumer
knowingly chooses a product based on logical
reasoning. Example: Buying a cheaper phone
because it fits the budget.
b. Unconscious Motivation: A consumer is
influenced by emotions or social pressures
without realizing it. Example: Buying an
expensive phone to appear wealthy.
3. According to Maslow, how do human needs
influence purchasing motivations?
Maslow's hierarchy starts with basic physical
needs (food, water) and progresses to social needs,
esteem, and finally self-actualization. For
marketing, understanding where the target
population falls on this pyramid helps create
relevant appeals. For example, a luxury car appeals
to esteem needs.
4. Why is it essential for advertisers to understand
the level of needs of their target population?
Advertisers can tailor their strategies to match the
priorities of their audience. For example, in
developing economies, campaigns might focus on
basic needs, while in advanced economies, they
might target esteem or self-actualization.
2. Internal Variables of Consumer Behavior
1. How does perception influence consumer

behavior? Explain the concept of selective
perception with an example.
Perception determines how consumers interpret
stimuli (ads, products). Selective perception
means consumers focus only on stimuli relevant to
them. Example: Among numerous car ads, a buyer
only notices electric vehicle ads if they are
environmentally conscious.
2. What are the three components of an attitude?
How can advertisers influence each component?
a. Feelings: Create positive emotions (e.g., ads
showing happy families).
b. Knowledge: Provide information (e.g.,
features and benefits).
c. Behavior readiness: Offer promotions to
encourage immediate action.
3. Define the four learning principles used in
advertising: meaning, contiguity, reward, and
repetition. Provide a practical example for each.
a. Meaning: Relating the product to personal
needs (e.g., "Get the energy boost you need!").
b. Contiguity: Associating the product with
desirable situations (e.g., a drink ad showing a
relaxing beach).
c. Reward: Highlighting benefits (e.g., "This
toothpaste whitens your teeth in 7 days!").
d. Repetition: Repeating brand names in ads to
reinforce memory (e.g., Coca-Cola's frequent
branding).
3. External Variables of Consumer Behavior
1. What roles do reference groups play in

consumer behavior? Provide an example.
Reference groups influence behavior by providing
norms or aspirations. Example: A teenager buys
trendy sneakers endorsed by a famous athlete
because their peers admire the brand.
2. How do social class and culture affect
purchasing behavior? Provide examples.
a. Social Class: Wealthier consumers may
prioritize luxury goods, while middle-class
consumers might focus on practicality.
b. Culture: Cultural norms affect preferences.
For example, in some cultures, gold jewelry is
a common gift for weddings.
3. Why do subcultures require specialized
marketing communication?
Subcultures have unique values and preferences.
For example, advertising for halal products should
address the specific needs of Muslim consumers to
build trust.
4. Market Segmentation
1. What are the three main criteria for market

segmentation?
a. Demographic: Age, income, gender (e.g., ads
targeting young adults).
b. Psychographic: Lifestyle and personality
(e.g., ads for adventurers vs. homebodies).
c. Geographic: Location-based preferences (e.g.,
snow gear marketed in cold regions).
2. How does psychographic segmentation differ
from demographic segmentation? Why is it
useful?
a. Difference: Demographics focus on
measurable traits (e.g., age), while
psychographics explore behaviors and values
(e.g., a love for travel).
b. Usefulness: Psychographics help understand
"why" consumers make decisions, leading to
personalized marketing.
3. Outline the stages of the family life cycle and
suggest a product suitable for each stage.
a. Bachelor stage: Video games or fast food.
b. Full nest: Baby products or family cars.
c. Empty nest: Travel packages.
d. Solitary survivor: Healthcare products.
4. What does the 80/20 rule say in the context of
"heavy users"?
It states that 20% of users account for 80% of
consumption. For example, frequent coffee
drinkers make up most of a coffee brand’s sales.
5. True/False Statements
1. False: Marketing begins with the consumer, not the

producer.
2. False: Consumers are not always aware of their
motivations.
3. True: Unconscious motives are often more
significant.
4. False: Maslow places physical needs at the
pyramid's base, not social needs.
5. True: Internal variables include perception,
attitude, and learning.
6. Discussions and Analysis
1. Provide an example of an advertisement that

uses both reason and emotion.
Example: A car ad showcasing safety features
(reason) while showing a family enjoying a road
trip (emotion).
2. What products are most influenced by the
dominant culture in your country?
Example: In Morocco, traditional attire like kaftans
is popular. Ads for these often use cultural symbols
and colors to appeal to national pride.

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Chapter 2 Q&A

Alright, Fatima Zahra, here are detailed sample

1. What is the main role of marketing

2. Internal Variables of Consumer Behavior

1. How does perception influence consumer

1. What roles do reference groups play in

1. What are the three main criteria for market

1. False: Marketing begins with the consumer, not the

6. Discussions and Analysis

1. Provide an example of an advertisement that

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