Q.1. You are the marketing manager of Citibank’s online Banking Division.

How would you

apply of providing value, customer satisfaction, and customer retention to designing and
marketing effective online banking? the concept
 1) The website should be easy to use,
 2) The website should provide a single sign on to all the products that the HDFC bank  provides to a customer i.e.
all the products/services opted by the customer should be available through a single username/password. Like
details regarding credit cards, debit cards, insurance etc should be linked to the same online account.3)
 3)The website should be such that it provides the customer everything without  physically going to the bank. Like
the customer wants to order a demand draft, he/she doesn¶t need to go to the bank. They can order online and
reaches to them at the specified time frame. Value comes in the form of no charges for making DD, no psyche
costs, no transportation costs, etc.
4)Certain offers should be available through online usage only like credit points for  paying bill through their
website and not by giving cash at the retail counter. Receiving account statements on the online account rather than
receiving paper based statements. Doing this they would receive points for shopping etc. These are the win-win
situations for both i.e. bank and the customer.
5) All the user preferences should be remembered by the website so as to make it a unique experience, a
customized/personalized feeling.
6) The website should provide a strong customer complaint system which is very responsive. In case the customer
is finding some kind of difficulty, then the website should provide proper mechanism to help the customer. This
greatly helps bank to retain the customer and provide high customer satisfaction.
 7) Create customer tiers based on based on volume and consumption patterns like silver or gold account
members.8)
 8) Linking all the products available on the website tends to make customer highly dependable on website of
HDFC bank. This makes the customer to get retained with the bank.
 

Q.2)
Firstly, the qualitative method.  In this case, the company should Neutrogena is a manufacturer
of personal care products for young adults. The company would like to extend its facial cleansers
product line. Design (1) a qualitative and (2) a quantitative research design for the company
focused on this objective.
Neutrogena is likely to extend its facial cleansers product line. In the theory of Product Life
Cycle, we think that the company is in the maturity stage. This is because this is the crucial stage
where customers know the company the most and before the stage of declining, which is the
stage of the customers will start the forget about the brand, the company will think of an idea by
launching a new product. In this case, the company has to understand what the customers needs
and wants by providing qualitative and quantitative ask questions based on the focus group such
as young adults like the age between 15-35 of both of the genders. This will more likely to be an
open-ended questions, where the questions will include the problems of the cleanser that they are
currently using, or the problem of their face like acne, blackheads and oily skin. The questions
will also include the suggestion of the what should the company improve while doing a new
product.Secondly, the quantitative method. We would like to use likert scale to ask the customers
about the product, which the questions will use the scale of 1-5, which means 1 will be the
poorest and 5 is the strongest answer. The questions will include the effectiveness of the product
after the consumers had used the product, Besides the product, the service is also one of the most
important things. The company should ask the customers about their satisfaction of the services.

Q.3. Why is observation becoming a more important component of consumer research? Describe
two new technologies that can be used to observe consumption behavior and explain why they
are better to use than questioning consumers about the same behavior?
Customer analytics has always been a very vital part of a business marketing strategies. By
analysing the customers abroad can easily identify their needs and can provide best to the
customers. By having an understanding of the customers requirement of brand can grow towards
be specific goal for providing best services to their customers as well as regaining the best
profits.Previously the customer analytics was totally analogue and dependent on the human
capability which made it a bit inefficient as compared to the today is human resource
management system which is called as CRM.
Technological advance customer relationship management systems are Highly Effective and
provide an analytical interface which can measure vast amount of information in very short time.
By implementing the customer relationship management in your organisation you can easily
organise your customers according to their needs as well as their behaviour analysis. By taking
multiple feedback from the customers as well as getting information by different mediums is
really helpful in improving the profits for your organisation as well as services for the customers.
Technology has played a vital role in changing the customer analytics process as now the process
is most and more efficient than the previous times because of the vast reach of the technology
towards the customer.

 Customer relationship Management has following benefits

 It improves the informational organisation
 CRM enhances communication
 It improves the overall customer service
 It helps in automation of daily tasks
 Provide better efficiency for multiple teams
 It increases the level of analytical data reporting

Today the customer relationship management is very essential for a company it would be more
essential for a company as the world is going to delete digital.The employee customer
relationship as well as understanding your customer segment would literally require customer
analytics. By being dependent on the customer analytics and company could easily identify their
goals and their specialities in the business market.

Q.4. Select any two from the following product categories: (a) Compact, Portable DVD
Players, (b) Fast Food Restaurants, (c) Shampoo or (d) Biscuits, and: (1) Write down the brands
that constitute your evoked set, (2) identify brands that are not part of your evoked set, and (3)
discuss how the brands included in your evoked set differ from those that are not included in
terms of important attributes.
Fast Food Restaurants Evoked Set - Dominos, , Burger King and KFC
Unevoked set - Pizza Hut, lapinoz
Shampoos Evoked Set – Head and shoulders, Loreal, Sunsilk
Shampoos Unevoked Set - Clinic Plus, Dove
In fast food category, taste matters a lot. I do not like the taste of Pizza hut and lapinoz Pizza as
compared to Dominoes.
Strengthening of hairs is major concern while removing oil from my hair. Clinic PLus is known
for moisturization so I don’t believe that it will be able to remove oil. Head and Shoulder and
Loreal focuses more on dandruff and long hairs respectively.

Q.5. Find two print advertisements, one that illustrate cognitive model of consumer decision
making and one that illustrates the emotional model. Explain your choices. In your view, why
did the marketer choose approaches depicted in the advertisements?

Cognitive-Cognitive Marketing is playing with the human mind in means of human

behaviour,emotions and by any kind of human touch by more advance marketing tools and
strategies. Cognitive marketing may even redefine how brands relate to customers.
One such big company that has started to use its own analytical tool is IBM which will be the
future of Cognitive Marketing., Opentopic used Artificial Intelligence elements like NLP (Natural
Language Processing) Speech-to-text and Taxonomy capabilities to analyze media mentions from
300,000+ daily sources and score the relevancy of each mention for 5 defined categories: Hair,
Body, Age, Clothes, Beauty.

Emotional- Emotional appeal advertisements can produce multiple benefits, such as making
your brand messaging more memorable to the public. Consumers that remember your
commercials may want to learn more about your company and your services, producing more
positive results such as:

 Increasing online engagement: Perhaps the purpose of your commercial was to build

your following on social media. With an impactful advertisement, viewers may share your
messages across platforms, boosting engagement and raising awareness about your
professional brand.
 Positively affecting the buying journey: When your commercial moves your audience,
they may be more likely to make a purchase, which can lead to an increase in sales. You
 can use emotional advertising to illustrate why an action is important, persuading
consumers to take an action that benefits your business.
 Boosting brand loyalty: With emotional marketing, you can show consumers you care
about their feelings. Loyal viewers may also advocate for your brand by encouraging
people to support your company and take the actions you promote.
 UBER launched a billbaord , "If you tolerate racism, delete Uber. Black people have the
right to move without fear." By tapping into the emotions surrounding Black Lives
Matter and the social unrest the world was experiencing, Uber built stronger relationships
with customers who shared their point of view. Maybe some deleted the app, but Uber
made it clear what they were about to its customer base.