Question 23 (2 points) While I offered a set of steps for analyzing how customers come to buy a product, I suggested that a wide range of factors affect repeat purchases. Which of the following lists factors I discussed. Satisfaction, recall, trust, commitment, product need. Ads which feature the competitor's product. Social media, but not Facebook None of the Above Question 24 (2 points) When considering a high involvement purchase, what are reasons that consumers spend more time researching the product before buying? (Select all answers which apply.) Every purchase should be high involvement and we need to worry over every penny we spend. They are spending a lot of money on the product and want to spend it wisely. They will have to wait months before the product arrives and don't want to have to return it. The purchase isn't expensive, but they know that their spouse believes it's really important to get exactly the right product. Question 25 (2 points) Which of the following best describes how product design might affect the purchase process as I laid it out in class? The product design helps buyers understand the value they would get. The product design is approved by the executive team. The product design includes the latest technology. 0 The product design makes the product easier to manufacture. Question 37 (10 points) Please look carefully at the following advertisement which features a young cricket player the advertisement was issued in India. Questions are below the advertisement. Alcon ARE YOUR ORDINARY CONTACT LENSES PREPARED TO FACE ALL THE CHALLENGES? SMRITI MANDHANA nder Womance AIR OR AIR OPTIX SMARTSHIELD TECHNOLOGY AIR OPTIX HydraGlyck REPEL DUST PREVENT DRYNESS Akor . - 2. Akan ten 2013 ARTXOMCSA ALABLE AT WOMICA. STORES LAWRENCE AO ALLMJM BRD GANDARA AWY w DUPA OF OWN SARAR DO) COLOW.OPTIONS KALI POE HEROCROSS VAR 23 30 ANTENA VODO HIS Is this product a high involvement or a low involvement purchase? Consider this carefully. What about this ad appeals to someone's emotions? What about this ad appeals to someone's mind? From what you observe in the ad, please describe what you think the "positioning" of this product is. Question 36 (5 points) When we look at the process consumers go through before buying, there is a point of "predisposition" where a consumer has decided which product to buy but may not buy it yet. This state can last weeks or even years. Why might consumers not be ready to purchase even when they've decided which product to buy? What kinds of marketing/promotion activities might help get predisposed consumers to move and purchase? (Discuss two.)
