BMA604: Consumer Decision Making - Management Assignment Help

Assignment Task :

Instructions: 

• This examination consists of TWO (2) sections, Section A and B. 

• Students must complete both sections of the exam. 

• Section A consists of ONE (1) long-answer question. This question is worth 15 marks. 

• Section B consists of TWO (2) long-answer questions. Each question is worth 10 marks for a total of 20 marks. 

• This examination counts for 35 per cent of the marks for this unit. 

• The word count for this exam is < 1500 words. 

Question 1 

For each of the following products, select one level from Maslow’s Hierarchy of Needs. Describe how you would use the need you selected to promote the product to a market segment of your choice. The products are: 

Scenario: A pet monitoring device manufacturer would like your advice on marketing one of their devices PAWBO (see Figure 1). The device is equipped with a wi-fi camera and a treat dispenser. PAWBO is compatible with most smartphones which is required to use the app for a connection to the device camera. In addition, with the built-in laser dot chasing game, the owner can give the pet a good work out. 

Question 2 

Discuss three techniques that marketers can use to help leverage the power of episodic memory for marketing PAWBO. Illustrate your answers with examples. 

Question 3 

Discuss the concept of selective exposure. What are the major factors that influence stimulus being selected? How do marketers use these factors in marketing PAWBO? Illustrate your answer with examples relevant to the scenario. 

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