Part One

1.Shauna B. purchased Brand X running shoes: "I had to go to the shoe store with my daughter to buy some back-to-school shoes, and I knew that I needed some sneakers to replace my old ones. I was aware that I had seen advertising for brands X and Z, and of those two whose advertising I'd seen, only brand X was running a sale that day. So, I purchased brand X, and I've really come to like them."

Hierarchy of Effects type* likely used by Shauna B. __________________________________________

*(i.e., high involvement, low involvement, experiential, behavioural)

2.Ashley A. purchased Brand Y running shoes: "I was wandering around the mall with my girlfriends last week. We went by a shoe store - I can't even remember which one it was - and I saw these sneakers in the window. Honestly, they were just calling to me! Aren't they gorgeous?" (She holds up her feet.) "Now that I have them, I just wear them everywhere! And I've found that they're actually really, very comfortable"

Hierarchy of Effects type likely used by Ashley A.____________________________________________

3.Lisa R. purchased Brand Z running shoes: "I looked online and used the information there to compare the three different brands on features that are very important to me, like arch support, lacing pattern, and cushioning. Based on what I learned, I feel pretty sure about Bran Z, and so I purchased this brand at my favourite sporting goods store."

Hierarchy of Effects type likely used by Lisa R.________________________________________________

Part Two

In the Experiential Hierarchy, behaviour may be based on emotions and/or rationale information gathered. In situations where purchase/non purchase decisions are based on affect, marketers must pay attention to the emotional, experiential, and aesthetic aspects of their product. This means that design aspects of the product play an important role here. The design of a product includes its aesthetic dimensions (e.g., factors such as style, colour, and form) as well as experiential factors such as perceived usability.

Please answer the following three questions:

1.You are responsible for Brand Y. If you were focussed on winning over Shauna B. to your brand, what general marketing strategy might you employ? Why?

2.You are responsible for Brand Z. If you were focussed on winning over Ashley A. to your brand, what general marketing strategy might you employ? Why?

3.You are responsible for Brand X. If you were focussed on winning over Lisa R. to your bran, what general marketing strategy might you employ? Why?