rocky mountain case with 5 questions to answer.

PERCEPTION & SENSORY ADAPTATION (10 Marks) Briefly describe how perception and sensation (using sensory receptors) apply to Rocky Mountain's issue i this case and how could you develop a brand repositioning strategy using Ambush Marketing and Experiential Marketing to help them overcome the challenge (10 marks)?LEARNING AND MEMORY (10 Marks) How can Rocky Mountain bike company use Classical Conditioning to help with this challenge? Come up with and describe an advertising campaign (specify the type of media - online, print, TV, radio, and its content) using positive stimulus which will create a desirable association that addresses the problem (5 Marks). How can Rocky Mountain bike company use Instrumental Conditioning to help with this challenge? What two mediums could they apply using instrumental conditioning to address the problem? Please explain (5 Marks)?ATTITUDE FORMATION (10 Marks What is the consumer purchase journey for Rocky Mountain E-Bikes? Which attribute of the tri- component attitude model comes first, second, or third? (5 Marks). Given this, what marketing tactics would you suggest to drive purchase using each of the components of the tri-component attitude model? (5 Marks).CONSUMER PERSONALITY (5 Marks) What personality traits should Rocky Mountain Bikes use to create a "brand personality" (5 Marks)?PERSUADING CONSUMERS THROUGH MESSAGING (10 Marks) Decide on what type of video ad you would create for Rocky Mountain E-Bikes. Make the following decisions regarding the ad and share your rationale for each decision: Should you use a one-sided or two-sided message? What should your copy say ? What images would you use? What is the order of the presentation of the value proposition or messaging? What type of advertising appeal would you use?Rocky Mountain Bicycles Concerned About Investing in e-bikes Written by Matthew Larson - December 20, 2018 Building an e-bike can be a very costly endeavor, and many traditional riders scoff at the idea of the technology - basically calling it cheating. The issue goes further where some governments in the US are banning their use on public land. Recently, Washington State passed legislation regulating e-bikes. While the law states that e-bikes are not permitted on "natural" surface trails, local managers can decide whether or not they want to allow them. Here is a breakdown of what is happening in the United States: E-BIKE REGULATIONS MODEL . PFB and BPSA have enacted our model LEGISLATION law, which defines and regulates three classes of e-bikes. ACCEPTABLE . Regulated as a bicycle Passengers allowed No age minimum . No licensing or registration required . Can use existing bike infrastructure PROBLEMATIC Regulated as a moped or motor vehicle Confusing equipment + use requirements Confusing licensing + registration requirements . Confusing access to bike infrastructure Here's what People for Bikes thinks about E-Bike Legislation in various states. Rocky Mountain Bikes recently spent $7.5 million on developing and manufacturing their own proprietary e-bike technology, and each model iteration has brought $2 million in development costs. "Our technology vastly changes the experience people have on the trails and opens everyone's door to the world of the great outdoors. We are worried about people are thinking, and we will have a hard fight going forwards," said Wade Simmons, the Godfather of Freeride.Wade Simmons has been at the forefront of the Mountain Bike industry since its inception. If it is one person who is recognized worldwide it is him. In fact, he currently has the moniker as the God Father of Freeride. Rocky Mountain Bikes has sponsored him for 25 years. "The key to attracting people to bikes is to get outside, have fun, and discover new places. ! believe these bikes are real game changers," said Wade Simmons, the Godfather of Freeride. ROCKY MOUNTAIN MAKKIS Rocky Mountain's first foray into e-bikes started with the introduction of the Rocky Mountain Powerplay - a pedal assist mountain bike worth $8000.00. "These mountain bikes are unique because they can only be operated while pedaling. There is basically no throttle and max assist is provided to 25 km/hr," said Mr. Simmons. At a time when innovative technologies are disrupting the world around us - some traditionalists are attempting to hold onto the past. This means that people cannot accept new or different things and Rocky Mountain Bicycles could suffer from the fall out of heavier regulations and people not being able to use expensive bikes