Assessment Weight:

  • All questions must be answered by using the answer boxes provided in this paper.
  • Completed answers must be submitted to Blackboard by the published due date and time.

Please ensure you follow the submission instructions at the end of this paper.
This assessment consists of six (6) questions and is designed to assess your level of knowledge of the key topics covered in this unit. Lecture materials and resources used during your studies at Holmes Institute should be sufficient to guide your answers BUT if you consult any external resources be sure to cite correctly and list as references at the end of each question, using Holmes adapted-Harvard style.

Question 1
One of the widely debated issues in developing marketing programs that target certain age groups is how much consumers change over time. Some marketers maintain that age differences are critical and that the needs and wants of a 25-year-old in 2022 are not that different from those of a 25-year-old in 1972. Others dispute that contention and argue that cohort and generational effects are critical and that marketing programs must therefore suit the times.
Take a position: Age differences are fundamentally more important than cohort effects versus cohort effects can dominate age differences.
Discuss your answer in 300 words
ANSWER: ** answer box will enlarge as you type

Question 2
As a student you have individual experiences with your college or university. These may include managing the application process, enrolling, orientation, choosing a major, setting schedules, and many more. Conduct a SWOT analysis for your school from your perspective. Discuss how your SWOT analysis would provide strategic insight for future decisions at your college or university.
Discuss your answer in 300 words and use at least 2 references to support your answer

Question 3
Define the consumer market and describe the four major sets of factors that influence consumer buyer behavior. Which characteristics influenced your choice when deciding on the school you would attend? Are those the same characteristics that would influence you when deciding what to do on Saturday night? Explain the differences by using the theories provided in the lecture.
Discuss your answer in 250 words

Question 4
Prices are often set to satisfy demand or to reflect the premium that consumers are willing to pay for a product or service. Some critics shudder however, at the thought of $2 bottles of water, $150 running shoes, and $500 concert tickets.
Take a position: Prices should reflect the value that consumers are willing to pay versus prices should primarily just reflect the cost involved in making a product or service.
Discuss your answer in 250 words

Question 5
Advertising (ad) creatives have long lamented ad pretesting. They believe that it inhibits their creative process and results in much sameness in commercials. Marketers, on the other hand, believe that ad pretesting provides necessary checks and balances as to whether an ad campaign is being developed in a way so that it will connect with consumers and be well-received in the marketplace.
Take a position: Advertising pretesting in often an unnecessary waste of marketing dollars vs. advertising pretesting provides an important diagnostic function for marketers as to the likely success of an advertising campaign.
Discuss your answer in 250 words

Question 6
Provide the advatages and disadvantages of online marketing, social media and salesperson. To what extent have online and social media resources replaced salespersons?
Discuss your answer in 250 words

Submission instructions:

  • Save submission with your STUDENT ID NUMBER and UNIT CODE e.g. PGF5940 HC1082
  • Submission must be in MICROSOFT WORD format only
  • Upload your submission to the appropriate link on Blackboard
  • You have two attempts to submit your assessment with only the final submission being marked.
    Please ensure your submission is the correct document as special consideration is not given if you make a mistake.
  • All submissions are automatically passed through SafeAssign to assess academic integrity.

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