Exam 2023 Flashcards
(10 cards)
NOT AS IMPORTANT!!
Q1) One of the aspects of culture is the way different cultures perceive time.
a: Cultures differ for instance in the way they orient towards the past, the present, and the future. Describe the three different time orientations and how they affect consumer behavior. (6 points)
Criterion 1 (Number of points: 6)
* Past oriented; e.g. Western Europe: believe in the imporance of keeping history and tradition in honor. In general people will buy more memorabilia, have a more conservative taste in for instance food, furniture.
* Future orientation: e.g. USA: believe that the future is more important, and things you do should aim towards goals in the future. In general change/Action are important, people will show a greater sensitivity for fads, and will more easily change from products, brands.
* Present orientation: future is not really something to take into account; In general he here and now are the only thing to worry about. In general people will go for short term goals, will not save for the future.
NOT AS IMPORTANT!!
Q1) One of the aspects of culture is the way different cultures perceive time.
b: Explain the difference between perceiving time as linear and time as circular. (4 points)
Criterion 2 (Number of points: 4)
Linear: time is conceived as events that follow on each other and causes will lead to effects.
Cyclical time: time is a repetiting pattern: seasons, years, things will come back.
Time as a linear concept is related to time as money: time not used is time waisted.
Time as a cyclical concept does not see time as something finite that can needs to be scheduled.
Q2: Within marketing communication, there are many objectives that can be set: brand awareness, brand attitude, purchase intention etc. When thinking of these objectives you can notice a kind of hierarchy. A model describing this hierarchy is the AIDA model.
a: What are the different stages of the AIDA model? Describe each stage and give an example of a goal that would be most appropriate for each stage.
- Attention goal: increase brand awareness
- Interest goal: increase brand knowledge
- Desire goal: increase brand attitude, buying intention
- Action: purchase facilitation, purchase
Q2: Within marketing communication, there are many objectives that can be set: brand awareness, brand attitude, purchase intention etc. When thinking of these objectives you can notice a kind of hierarchy. A model describing this hierarchy is the AIDA model.
b: In what stage would an informative strategy, an oneiric strategy, and a persuasive strategy be most likely to be used?
-
informative: the attention
-> provding info about a new product - stage oneiric: interest and/or desire -> refers to dream-like or emotionally evocative advertising that appeals to fantasy, aspiration, or emotion.
- persuasive: action -> this strategy aims to convince the audience to prefer a brand or take action (e.g., buy, subscribe, visit a store), it emphasizes reasons to choose the brand, such as superiority, benefits, or urgency.
Q3 : Advertisements come in all sorts and sizes: they can contain different messages and appeals, which can be conveyed using different elements. In the context of consumer behavior,
a: What does MOA stand for? How could it influence the way someone perceives this advertisement? (4 points)
-> MOA stands for Motivation Opportunity Ability
-> the way someone perceives this advertisement is depending on:
* motivation (you need a gift, or you feel like buying a perfume for yourself),
* opportunity (you walk by a poster in a shopping street),
* Ability (you are able to see the ad as it is next to you in the bus stop) you will notice the ad.
Q3: b: What is the appeal that is used in this ad above? How do different elements of this ad convey (make visible) this appeal? Describe at least 3 different elements. (6 points)
->The appeal is being strong, masculine, ->elements that convey that:
* short text with Man are back/In capital letters making it stronger
* picture is with a strong muscled man that is taping hand (boxing reference)
* Color: black and white for powerful image
* Bottle is green to catch attention and stand out
Q5: "Drag'nDrop' is a (imaginary) Dutch Liquorice factory (liquorice is a kind of traditional Dutch candy). They are thinking of international expansions. More concretely they want to enter the Danish market, as this country has high similarities with the Netherlands. They want to become a major liquorice brand in Denmark with a price level that is a little lower than the biggest competitor in the country. They are thinking about the distribution of the liquorice, that is: which distribution channels to use for getting their product to the end consumer.
d: What would be the most logical combination for distribution of “Drag’nDrop liquorice, and why? (7pt)
Long / Multichannel-> new market so it needs many ways to reach customers = by using multiple DIF channels (like supermarkets, convenience stores, online shops) which may include long chains with several steps (like distributors and retailers)
Indirect -> is faster and easier for a new brand entering a foreign market + retailing stores already have customer trust and shelf space.
IIntensive distribution -> BC Liquorice is a frequently purchased goods like snacks and the goal of the distribution is to MAX out exposure and convenience for the customer
Q5) a: What is the difference between intensive and selective distribution? (1 pt)
1. Intensive:-> The product is made available in as many outlets as possible.
* Goal: Maximum exposure and convenience for the customer.
* Used for: Low-involvement, frequently purchased goods like snacks, soft drinks, or toiletries.
Example: Coca-Cola is sold in supermarkets, vending machines, gas stations, and convenience stores.
🔑: High volume, low margin / Focus on quantity of sales / Little control over how the product is sold
2. Selective Distribution-> has limited number of carefully chosen retailers.
* Goal: Maintain brand image and allow better control over how the product is presented and sold.
* Used for: Higher-end or specialty products like electronics, fashion, or cosmetics.
🔑: Balanced between reach and control/ More personal customer experience/ Retailers often need to meet certain criteria to carry the product
Q5) b: What is the difference between direct and indirect distribution? (1pt)
Direct = allows consumers to buy and receive goods directly from the manufacturer
EX: Nike shoes buying directly from the Nike store
✅Capture most of the price but
❌high cost and responsibility (selling, distributing, payment)
Indirect = moves products from the manufacturer through various intermediaries for delivery to the customer
EX : buying Nike shoes through Amazon
✅ low marketing and sales expenses,
❌ lower net price
Q5) c: What are the four criteria that a firm should maximize when choosing how to distribute its products? (1pt)
1. Length of the Channel (Short vs. Long)
->Short : Involves few or no intermediaries between the producer and the consumer. (EX: farmer selling directly at a market)
**->Long: ** multiple intermediaries, such as wholesalers, distributors, and retailers. (EX: A manufacturer → wholesaler → retailer → customer)
🔑: Longer channels can offer wider reach, but may reduce producer control and profits.
2. Number of Channels (Single vs. Multichannel)
->Single: The company uses only one method to reach customers (EX. just physical stores).
**->Multichannel: ** uses multiple channels (EX., online store, retail partners, social media) to reach different customer segments.
🔑: Multichannel distribution increases exposure and convenience for customers.
3. Channel Control (Direct vs. Indirect)
->Direct Distribution: The producer sells directly to the end consumer, gaining full control over the customer experience. (EX: Apple selling on its own website and stores)
->Indirect Distribution: Involves intermediaries like retailers or agents who sell to the final customer (EX: A soft drink company selling through supermarkets.)
🔑: Direct control allows for better branding, while indirect can offer wider market access.
4. Channel Integration (Conventional vs. Vertical/Integrated)
->Conventional Channels: Independent producers, wholesalers, and retailers operate separately and aim to maximize their own profits.
Vertical/Integrated Channels: All or most stages of distribution are owned or controlled by one entity.
EX: Zara controls manufacturing, distribution, and retail.
🔑: Integrated channels improve efficiency and coordination.
