Cb Prepartions

Exam 3hours, 19/50 =15. 2/40 (-31) Section A MCQ (20m) Section B Choose 2 from 3 Questions (15m each(prenominal)) 1. Describe the type of promotional message that would be well-nigh fitting for each of the imitateing personality trade segments (a) highly unequivocal consumers, (b) inner-directed consumers, (c) consumers with high best stimulation levels, (d) consumers with a high unavoidableness for cognition, and (e) consumers who atomic bite 18 ocularizers versus consumers who be verbalizers. Give an purpose lesson of a promotional message for each segment.Social typeface distinctions stomach sh feature that inner and different-directed consumers may study different preferences in damage of promotional messages. Inner-directed heap prefer advertisements that accent mark personal benefits while otherwise-directed muckle bumpm to prefer advertisements that feature social acceptance. (a) HIGHLY DOGMATIC CUSTOMERS It is a personality trait that mea for sures the degree of rigidity (versus openness) that man-to-mans display towards unfamiliar and towards culture that is contrary to their testify established beliefs. Dogmatism general tendency to be open or closed to refreshing ideas and fundaments.A person who is high in dogmatism approaches the unfamiliar defensively while the person who is low in dogmatism depart r arly imagine unfamiliar or oppose beliefs. * more(prenominal)(prenominal) than(prenominal) receptive is Ads for unseasoned-fashioned convergences or services that contains an pull in from the important figure. Marketer uptakes celebrities and experts to their reinvigorated product advertising for making it easier for the capablenessityityly antipathetic customers. * Highly dogmatic consumers be equally to resolve favorably to a new product when the advertising message is presented in an authoritarian bearing (e. g. celebrity endorsement or expert testimonials). * prefer traditional or establishe d products rather than innovative ones. close minded towards unfamiliar and indecent entropy that is contrary to their own established beliefs * approach such reading with considerable discomfort and uncertainness. promotional message most suitable would be endorsement or appeal from an authoritative figure. * New products need to be presented in an authoritative manner and that celebrities could be employed to reach dogmatic consumers who atomic number 18 more closed minded. For example Colgate Dental Cream with Doctors and Experts endorsements. Anti-Polio tally featuring Amitabh and Sachin Tendulkar in like manner useAuthoritative statements. The Cadburys shuffling took a beatng in sales aft(prenominal) the worms were tack together in somepackets. Dogmatic Consumers stopped purchasing the Brand. Amitabh Bacchhanwas then apply as Authority figure to reestablish Brand. b) Inner-directed consumers * tend to use their own determine and standards in evaluating a new product * ads aimed at them should hand over the attainment of personal achievement and satisfaction. ads that stress product features and benefits, which enable them to usetheir own value and standards in evaluating products * rely on their own inner values or standards in evaluating new products and are likely to be the consumer innovators. * other directed customers tend to look to others for guidance as to what is appropriate or what is inappropriate. * be prefer ads that stress product features and personal benefits ( enabling them to use their own values and standards in evaluating products whereas the other * For example graze Ad showing Shabana Azmi saving two buckets of water is an example of the same.The latest from Surf Excel is currently onslaughtning on television. This is the ad where many a(prenominal) sight are seen walking with two buckets full of water. They then pour it into a large reservoir. At this point none other than Shabana Azmi informs you what a bully thin g thissaving of water is for the country and implores you to use Surf Excel. * manufacturer of cameras who advertises to inner-directed consumers should stress the ability to take better pictures and the resulting personal satisfaction. c) Consumers with a high optimum stimulation level * more open to risk-taking, more likely to be innovative bring in a great go forthingness to take risks, try products with many novel features, and shop in new retail outlets. * likely to respond favorably to promotional messages stressing more rather than less risk, novelty,or excitement. * to seek secure related information and to accept new retail facilities. * For example The kindle and exotic Vacation Campaign of Malasia-Truly Asia is positioning ofAir way of spiritednesss to sell the Asian Adventures. These know thought ferment. They are responsive to that part of Ad that is rich in Information. The TATA-AIG lifespan insurance Ad showing Naseeruddin Shah giving informationthough Q&038 A will pervade for them. benefit of new product transferering should not only if consider functional features but withal the risk, novelty and variety that the product offers. * bewilder different promotional emphasis on particular age segments, as it may be worthwhile to reduce perceived risk for a market segment comprised primarily of older people, while it may not warrant it for a new(a)er market segment. d) Consumers with a high need for cognition * ones who often crave or do it thinking. * responsive to ads that are rich in product-related information or description and are insensitive to the auxiliary or contextual aspects of an advertisement. Need for cognition stable individual difference in tendency to engage in and enjoy labour-intensive cognitive activity. Individuals high in need for cognition enjoy thinking abstractly. * high-NFC individuals are likely to express more favorable ad attitudes, brand attitudes and purchase intention. * more likely to use message c ontent as a basis for judgments * high NFC leads to the generation of inferences astir(predicate) omitted conclusions ), to less computer storage decay and greater oppositeness to counterarguments close products), and to massiveer surgical processing and headmaster recall for brands and claims individuals who are high in need for cognition would be beared to be critical thinkers, and to not necessarily accept arguments found in media or elsewhere on face value. * should be more difficult to persuade, a phenomenon that can be investigated several ways. * high-NFC individuals did so only when the signal was accompanied by a substantial outlay reduction. * process information presented in the media more thoroughly than those who do not enjoy thinking as much, able to retrieve from memory more information * individuals with higher NFC, who are assumed to process information more extensively, would be expect to generate more thoughts. counterarguing and source derogations are pr evalent in advertising and that support arguments are critical if persuasive messages are to befuddle a chance of acceptance * high-NFC would be judge to engage in a wide lop of media consumption activities, and would not necessarily be expected to differentiate between sources of information, such as news, advertising or entertainment. All would be stimulating. high NFC individuals are more likely to well scrutinize the arguments contained in any message, campaign strategists must pee-pee sure that arguments are strong in order to cope with the higher resistance to messages by this sort * appear to be the ones al localize predisposed to honor or listen to issue, image or financial advertising featuring long copy. The challenge for strategists thus is to enhance the already high motivation of high-NFC indivduals, by highlighting the relevance of messages, and to enhance the ability and opportunities to process such messages. i luck (e) consumers who are visualizers versus co nsumers who are verbalizers. * Verbal aggressiveness tendency to insult and approaching others self-concepts to achieve ones objectives in an argument. * Visualisers (i. e. , consumers who prefer visual information, products that stress the visual) * Morning Dew Ad where in that location is a race with a Cheetah is a visual treat * detailed descriptions and explanations in targeting verbalizers (i. e. , consumers who prefer written and verbal product information). Do the DewVerbalizers prefer verbal dimensions to the promotional message. * The Oye Bubbly Jingle of Pepsi is a Verbal treat to the ear, though it conveys nothing much about the product. 2. A marketer of health foods is attempting to segment a certain market on the basis of consumer self-image. Describe the four types of consumer self-image and discuss which segment would be most effective to target for health foods. In Self-concept theory personality is exemplified by the kinds of things with which people surround them selves.The self-concept has shown to be multi-dimensional and encompasses the way a person truly is, the way individuals see themselves, the way a person would like to be, and the way in which individuals think others perceive them. Theories of self-concept have generally focused on two areas in marketing research. In the one, self concept has been utilize to the discrepancy between the self and the nonsuch self as a measure of personal dissatisfaction. In this instance, product use has been related to items that deal specifically with self enhancement.Consumers have four types of image. 1. Actual self image-how consumers in fact see themselves. In Everyday house hold products, they see themselves in Reality. For example,Washing powders Ads would be realistic. Nirma Powder focuses on Housewives ability to get more for less money. 2. Ideal self Image-how consumers would like to see themselves. In object lesson of Fantasy Products, consumers desire to see themselves perfect, as i n case ofWomen, beauteousness or looking Pretty is high on desire list. The moderately and Lovely campaign for fairness cream sells this dream. . Social Self Image-how consumers smell others see them. Here at that place is an inherent fear factor also moved as to how they are being perceived by others. For example Products which position themselves on social front, showing appropriate behaviour at parties etc appeal here. 4. Ideal Social Self image-how consumers would like others to see them. For Example, Aashirwad ready to cook products and Sambhar Masala Product campaign show the desire of Wives to be seen as a great cook by others.However, since they are working or busy, they do not have fourth dimension to cook themselves. That is when the Brandcomes to rescue. And finally they are seen as Ideal Wives. There are two more categories of Self-image expect Self image-how consumers expect to see themselves at some contract futuretime. The ABKING professional person Ad for mach ine to slim tidy sum people hypes this expectation ofindividuals that they will slim down and look good in Future. 5. expected self-image (e. g. , how consumers expect to see themselves at some specified future time) . ought-to self (e. g. , consists of traits or characteristics that an individual believes it is his or her duty or obligation to be in possession of). Ought to self image-traits consumer thinks he ought to have. The Ashrwad readymeal Adis a hit for the wives smelling that good cooking is a trait they ought to have. The expected self-image is somewhere between the demonstrable and nonpareil self-images. It is somewhat like a future-oriented combination of what is (the actual self-image) and what consumers would like to be (the ideal self-image).Moreover, because the expected self-image provides consumers with a realistic opportunity to change the self, it is likely to be more valuable to marketers than the actual or ideal self-image as a withdraw for designing and promoting products. In targeting consumers of health foods, the marketer can use the expected self-image to attract consumers who would like to enhance the quality of their lifestyles through better nutrition, and ideal social self-image to appeal to consumers who are likely to submit health foods receivable to peer influence and pressure. Advertisers focus on components that make people feel better about themselves.Many findings based on looking glass and ideal selfie. Aspiring to group not yet reachedimage appeal Psychographic info enhances demographic info people individuals 3. How can Toshiba use the spreading of mental homes framework to develop promotional, pricing, and distribution strategies for its computer notebooks targeted to the undermentioned adopter categories? a. Innovators b. former(a) adopters c. earlyish studyity d. Late volume e. Laggards * In term of the nature, there are five major types of noveltys novelty, competence shifting, complexity, robust d esign and consecutive improvement.While in term of the extent of change, innovations can be divided into incremental, natural and transformational models. Innovation deals with the change related to product, service and process, and the innovation management involve people, product, process and engine room * public exposure is defined as a process by which an innovation is communicated through certain channels over time among the members of a social system * innovation as an idea, practice, or object that is perceived as new by an individual or other unit of borrowing. * company will usually sell the hardware at a coitionly lower price to capture a distribute of the market, and then charge relatively higher prices for the software to maximize favorableness * Based upon the time variable, individuals seeking new innovations are placed into adopter categories, according to the rate of borrowing. Rate of adoption is the relative speed with which an innovation is adopted by mem bers of a social system. * the rate of adoption is the relative speed in which members of confederation adopt an innovation. It is usually measured as the morsel of people who adopt an innovation within a specified time-line. Some companies have a defensive strategy and aim to follow the leader. Such companies entrust to profit from the mistakes of the first-class honours degree-to-market company by devising incremental design and performance improvements and cost reductions compared with the original product. In addition they hope to exploit the new market that has started to grow, so timing is important. * But it was the major Japanese companies (such as Sony, JVC, Toshiba) that captured a large share of the mass market through reducing the cost of these devices and improving their performance. (a) Innovators Venturesome 1st group to adoptRogers describes innovators as obsessed with being venturesome. They have an interest in new ideas and innovation and have generally very c osmopolitan type social relationships. Innovators generally have communication patterns and friendships among a certain clique of innovators even though their geographic distance between each other may be very significant. Innovators must be very financially secure in order to absorb a possible loss from an innovation that doesnt turn into fruition. Likewise, an innovator must have a sound educational background, in order to comprehend a complex technical terminology.Furthermore, an innovator must be able to cope with a degree of distrust whether the innovation will be adopted by parliamentary law. Ultimately, Rogers believes the innovator takes risks in being the gatekeeper of innovations, but if the innovation is adopted the rewards are high. primordial Adopters Respect 2nd group to adopt more integrated in the local society than the innovator. Where an innovator is considered a cosmopolite, an early adopter is a localite. Early adopters have the greatest degree of leadership i n most localities. Most potential adopters look to the early adopter for advice and information regarding an innovation.Generally, early adopters are consider and considered successful by their peers. The early adopter is the main group that decreases uncertainty of an innovation by adopting it, and then communicating with potential adopters about the idea. Early mass Deliberate 3rd group to adopt Rogers imply that the early majority group adopts new innovations just before the average member of society. Members of the early majority frequently interact with people in their society, but usually do not hold key positions of leadership. The early majority is the largest group and make up nearly one-third of members in a society.The early majority follows with deliberate willingness to adopt an idea, but are rarely leaders. Late Majority Skeptical 4th group to adopt Rogers states that the members of the late majority adopt innovations just afterwards the average member of society . The late majority also makes up approximately one-third of members in a social system. Members of the late majority are cautious and inquisitive about new innovations. Most of the uncertainty meet an innovation must be removed before the late majority will adopt the new idea. Laggards Traditional final group to adoptLaggards are the lastly group in society to adopt a new idea. Generally, they possess almost no positions of leadership within their community. Laggards point of reference is the past, they are very cautious and only make decisions based on what has already been done. Usually, laggards educational and financial resources are limited, forcing them to be completely certain the innovation will not fail before they adopt. These are the traditional categories of society members with respect to the adoption of new ideas and innovations. The diffusion of innovations follows a common life cycle. 82 However, the period over which this trend occurs varies greatly due to a nu mber of factors. 183 By the end of the 20th century many of the following innovations were adopted by society at a much greater rate. 184 For example, the PC, Internet, and cell phone, which are all relatively new products, have sheer gradients when compared to automobiles, electricity and traditional telephones. Price is one of the most important factors multiform in adoption of consumer products. This pricing policy pattern can be used to predict the rate of adoption of new innovations.When it comes to consumers rate of adoption to innovations, new technologies succeed at a faster rate than replacing technologies. An early adopting individual may decide to adopt in prevision that the innovations rate of adoption will take off in the near future when others adopt, although past diffusion research suggest that most individuals do not adopt an innovation until after encyclopedism of their peers successful experiences. The diffusion of an innovation among the consumers can usual ly be presented by an s-shaped curve.On a frequency basis the adoption over time will normally follow a bell-shaped curve, but when plotted on a cumulative basis the adoption will form an scurve. 9 The s-curve reflects the acceleration of the adoption. At the early stage the curve is rising lento meaning relatively few adopters pr. time-period (x-axis). At about the middle of the adoption period the acceleration peaks and then fades as the percentage of adopters goes up. This course of events is representative for the adoption of new technologies. The logic behind this diffusion lies in the actual number of adopters.The early adopters will be a majority compared to the people who have not yet adopted the technology and therefore there are less people to preach the virtues of the new technology to potential adopters. At the point where the adoption process reaches 50 % the number of adopters equals the number of potential adopters, by definition, thus providing maximal acceleration of the adoption. In the last period, adopters outnumber the people who has not yet adopted, and there will be less people to convince to adopt the technology slowing down the acceleration of the adoption process.The adopters are often divided into adoption groups. These groups are usually formed on the basis of innovativeness, meaning to which degree each individual is willing adopt new technologies, relative to other members of the social system. From this measure individuals can be placed into groups containing a certain range of innovativeness. The distribution is based on a mean and to which degree individuals variegate from the mean (standard deviation). Innovators are the first group of adopters and can be associated with the denomination venturesome.The individuals representing this group are adventurous and often related to entrepreneurial environments. The innovators run the risk that the innovation does not catch on, and thus subject themselves to a potential loss they must be prepared to absorb. Therefore innovators have to live with the uncertainty about the potentials of the technology, which can be viewed upon as the price to pay for being pioneers in a new field catalyzing the diffusion of new technologies.The early adopters are ready to adopt a new technology when they observe that other individuals has started adopting, and sees the potential for being some of the first adopters of a new and promising technology. These individuals are often a more integrated part of the local society than the innovators, and their adoptions are crucial for the technology to take off and get hold of the broad public. For the early adopters the uncertainties about the merits of the new technology are strongly diminished, and can therefore adopt the new technology without running the risk of buying a young and untested technology.This group accounts for about one third of the total number of adopters, and provide the link between the progressive early adopte rs and the more skeptical later adopters. In the latter half of the spectrum the late majority also represent about a third of the adopters. This group is skeptical to new innovations, and is not willing to adopt, until a lot of other people have adopted before them ensuring the success of the technology and possibly massive mesh effects. The last 16 % of the adopters, the laggards, often focus on traditional values and base their decisions on past events.They are suspicious of any new inventions to change the way life are traditionally lived, and must be 100 % certain that the technology will prevail before they are willing to adopt. From a consumers point of view it is essential to think about the decisions of future adopters when choosing what technology to go with. The decisions of previous adopters are on the other hand a know factor and plays a role for the decision also. So does the structure of the market, i. e. which technologies are available at the time of adoption, comp ared to potential superior technologies that could be available in the future.Recent findings indicate that there is a lack of willingness to wait by the early adopters. 11 This high anteriority of being among the very first users of a new technology is state to inflict negative externalities on the later adopters. These later adopters can be forced to adopt an inferior technology to make sure that they are compatible with the technologies of the early adopters, or they might be forced to devolve up compatibility to get a superior technology. That said the diffusion of new technologies is often strongly dependent on the choices of the early adopters.