Chapter 6

Question 1

Motivation is what explains why people or animals initiate, continue or terminate a certain behavior at a
particular time. Motivational states are commonly understood as forces acting within the agent that
create a disposition to engage in goal-directed behavior

Successful marketers figure out what the most important wishes and values of a specific target
group are and use these wishes/needs and motives in their ads. As marketers, we can all agree that
understanding our consumers’ motivations – their internal drive to satisfy their physiological and
psychological needs and wants – is critical. That’s because motivations are the primary drivers of
purchase decisions. Marketers need to understand the decision-making and purchasing process in order
to champion relevant products, feature innovation and create effective marketing communications.

Question 2

Like culture, it affects consumer behavior by shaping individuals' perceptions of their needs and wants.
In other countries, such as the United States, social class is more permeable, and people can move
between classes more easily based on their circumstances, behaviors, and life choices.
Subculture provides a psychological source of group identification. An individual gains a sense of identity
as he interacts with other members of the same ethnic group. The interaction increases intimacy among
the members and they feel good to identify themselves with a distinct group

Significance of social class to Marketers:

Social class can have a profound effect on consumer spending habits. Perhaps the most obvious effect is
the level of disposable income of each social class. Generally, the rich have the ability to purchase more
consumer goods than those with less income, and those goods are of higher quality

Chapter 7

Characteristics of a Qualified Business Buyer:

 The pros Qualified buyer have a solid business history

 The Qualified buyer have an adequate amount of capital for a down payment and how will he or
she secure financing
 Potential buyers should be enthusiastic about the business and treat you with respect. They
should listen thoroughly to all the details being delivered and take it to heart
 buyers understand the framework of business sales and appreciate the environmental,
organizational, interpersonal and individual factors that are involved in the buying process.

Question 2

Single-sourcing is a content management method which allows the same source content to be used
across different forms of media and more than one time. The user benefits from the consistency that
single-sourcing brings to terminology and information.
Multiple sourcing, is an outsourcing approach in which products or services are contracted to various
suppliers needed to conduct the business instead of using traditional single sourcing.

Outsourcing is the business practice of hiring a party outside a company to perform services or create
goods that were traditionally performed in-house by the company's own employees and staff.
Outsourcing is a practice usually undertaken by companies as a cost-cutting measure. As such, it can
affect a wide range of jobs, ranging from customer support to manufacturing to the back office.

Chapter 8:

Question 1

Demographics are the statistics that measure observable aspects of a population.

Age: Members of the same generation tend to share the same outlook and priorities

Gender: Marketers will create parallel product to appeal to each sex

Family life cycle: As families age and move into new life stages, different product categories ascend and
descend in importance

Income & Social Class: Wealth determines which groups have the greatest buying power

Ethnicity: National origin is often a strong indicator of his or her preferences.

Place of Residency: "birds of a feather flock together" people who near one another share similar
characteristics

Question 2:

A business market may be segmented by large customers and small customers or by geographic area.
The five basic forms of consumer market segmentation are demographic, geographic, psychographic,
benefit, and volume.

Chapter 9:

1)

Database marketing is a form of direct marketing. It involves collecting customer data like names,
addresses, emails, phone numbers, transaction histories, customer support tickets, and so on. This
information is then analyzed and used to create a personalized experience for each customer, or to
attract potential customers.

database marketing helps organizations reach their customers on a personal level. Organizations use
consumer data to create targeted and personalized marketing campaigns. Moreover, this information
enables them to create powerful brand experiences at every step of the customer journey. This form
of direct marketing involves collecting relevant data, such as customer names, lifetime value and
spending habits, and then using it to learn more about your audience. The information you gather can
also be used to create target markets for specific products and deliver personalized experiences in-
store and online.

2)

Some of the methods of collecting data include interviews, surveys, online sources, etc. Once the data
has been collected, the researcher will continue the investigation through descriptive methods. This
process uses qualitative data. Under these two types, there are multiple methods which can used by a
researcher. The data gathered from these research can be qualitative or quantitative.