1. Describe ONE (1) target market profile and purchase behavior for HEST Pillow ( 5 marks) 2. Describe how TWO (2) external factors can influence a consumer's choice of a pillow. ( 5 marks) 3. Illustrate with examples the difference between "innate" versus "acquired" needs, in the context of utilizing pillow, such as HEST Pillow. (5 marks) 4. Describe how the manufacturer of the HEST Pillow might use the knowledge of TWO (2) product characteristics to speed up consumer acceptance towards the product. ( 5 marks) 5. In order to rejuvenate the demand of HEST Pillow, recommend TWO (2) personality traits of the target market that can be used by the company to create appeal towards the product. ( 5 marks) 6. HEST plans to introduce new product. How can the company apply stimulus generalization to carry out the plan. ( 5 marks) 7. Elaborate Instrumental Conditioning Theory in order to market HEST Pillow products. ( 5 marks) ***END OF QUESTION PAPER**