MARKETING FACULTY

INTERNATIONAL PROGRAM

JUNE 2021 SEMESTER

Name:

MIDTERM EXAMINATION Student ID:

Subject Code: 2031910007101

Subject name: CONSUMER BEHAVIOR

This examination carries 40% of the total assessment for this subject.

Examiner(s)
MBA. Ninh Đức Cúc Nhật

Date: June, 2021

Time: 3:00 PM – 4:30 PM

Time allowed: Writing – 1.5 HOURS

INSTRUCTION(S):
1. This examination consists of FIVE (5) Questions:
Answer ALL questions. Each question carries 2 MARKS
2. This is an OPENED BOOK & ONLINE examination.
Question 1: Discuss the various strategies marketers can adopt to bring attudinal change among
consumers to purchase a new line of friendly cosmetics.

Question 2: Located on one of the best beach on the Phu Quoc island, the JW Marriott Phú Quốc
Emerald Bay resort is set against a backdrop of fine powder- white sand and crystal clear waters.
Edging the sand and surf of Khem Beach, JW Marriott Phu Quoc Emerald Bay Resort & Spa is a luxury
haven amid a stunning travel destination. What was once a 19th-century French university has been
reimagined as an eclectically themed, lavish beachfront playground.

Discuss the motivations behind the customers’ decisions of choosing to stay in Marriott Phú Quốc
using the Maslow Hierarchy of needs.

Question 3: Gillette, an established market leader in shaving products, is planning a foray into skin
care products for men. How can the company use stimulus generalization to market these products?

Question 4: Grab taxi abd Grab bike was introduced in Vietnam in 2016. Discuss how Grab applies
the principles of (a) instrumental conditioning theory, to the development of its marketing
strategies.

Question 5: What is the role of emotions in consumer purchases? Discuss with relevant examples