ASSALAMUALAIKUM, try to answer this:

1. what is Consumer Behavior? Why marketers

need to know about consumer behavior? (5
marks)
2. Briefly explain 3 types of consumer decision
making. (5 marks)
3. Discuss 5 stpes in consumer decison making
in buying a new handphone. (20 marks)
4. What is cognitive dissonance? Explain 3 ways
how marketers can reduce it. (5 marks)
Attachment : No file attached
1. what is Consumer Behavior? Why marketers  need to know about consumer behavior?
(5 marks)

counsumer behavior is the processes of consumer uses to make purchase decision.as well as
to use and dispose of purchased goods or services,also include factors that influence purchase
decision and the product use.

Marketers must to know about the consumer behavior because marketers make the
marketing,To make marketing marketers must to know about what coustemer want,why
coustemer must buy the thing.Before do the marketing marketers must know abaout the
consuer behavior.

2. Briefly explain 3 types of consumer decision making. (5 marks)

1. Routine response behavior.

- Little involvement in slection process
- Frequently purchased low cost goods may stick with one brand
- Buy first/evaluate later,
- Quick decision
- Soap,toothpaste,sugar,rice, ( consume daily )

2. Limited decision making

- Low levels of involvement
- Low to moderate cost goods evulationnof a few alternative brands
- Short to moderate time to decide
- Example : buying dvd player

3. Extensive decision making

- High levels of involvement
- Hight cost goods.
- Evaluation of many brands
- Long time to decide
- May experience cognitive dissonance
- Example: laptop
3. Discuss 5 stpes in consumer decison making in buying a new handphone. (20 marks)

5 types of consumer decision making is :

1. Need regonition.
- the first stage start with recognising the need,identifying a problem or finding out a
need
- a need arises from individual internal urge ( internal stimuli ) such as the need to eat
and drink
- the needs can also be triggered by external urges ( internal stimuli ) such as cinema
advertisements that make you think of watching a movie.
- Why we buy the thing
- What type of use
- What senses
- Example ; I want buy the smart phone as communication tools.

2. Information search.
- When a consumer feels want to buy for a certain product ,consumer will look for
information on the product such as the price,function and others.
- Consumer can find the information`from thevarios sources
- internal: experience using the product can be the source of information in guiding
consumer to purchase a product
- external: trade source such as advertisements,sales person and public sources
such as printed/electronic media and government agencies.
- Example : consumer want buy the smart phone,consumer ask their friend about the
price and the quality. Information the consumer get can make the consumer buy the
smart phone
3. Evulation
- From the information search,consumer will devise a list of product choice in oerder to
make comparisons.
- Consumer can weigh the pros and cons of a product in the choice set by identifying a
set of criteria to evaluate the productattributes such as price,qualitydesign,saiz and
other.
- Consumercan evulatev based on past experience and opinion.
- 3 ways to evaluate the product are :
 Analyze product attribute
 Use cut off criteria
 Rank attribute by importance
- By evulating various brands,consumer can make better choices
- Example : compare smart phone brand iphone,vivo,oppo and others.

4. Decision to buy / purchase

- At the decision making stage,consumer should dicedes what is the best product to buy after
evaluatingvevery alternative.
- However, not all purchase intentionswill result in a real purchase
- There are two reasons that may cause a person to change his mind in buying decision :
 Other people’s attitude
 Unexpected situation
- Example : pay RM to seeler or use debit card

5. Post purchase behavior/behavior after buying

- The buying process does not end after a consumer buys a product
- Consumer engage in what we call “ after purchase behavior “
- Buyer’s satisfaction level depends on hs expectations and the actual product performance
- Suppose the buyer’s expectations,then th buyer is satisfied
- Example : consumer buy cheap than his friend.so the consumer fell happy with their
decision.
4. What is cognitive dissonance? Explain 3 ways how marketers can reduce it. (5
marks)
- Cognitive dissonance inner tension that a consumer experiences after recognizing
and inconsistency between behavior and values or opinions.
- Consumers can reduce dissonance by :
 Seeking information that reinforces positive ideas about the purchase
 Avoiding information that contradicts the purchase decision
 Revoking the original decision by returning the product.
Assalamualaikum all, try to answer this:
1. List  5 types of internal environment  (5 Marks)
2. Briefly explain about 3 area of ECONOMIC concern . (5 Marks)
3. Discuss 5 types of external marketing environment with an appropriate example. (20 marks

1. List  5 types of internal environment  (5 Marks)

5 type of environment is :

- Company
- Suppliers
- Marketing channels
- Markets
- Competitors

2. Briefly explain about 3 area of ECONOMIC concern . (5 Marks)

3 area of ECONOMIC concern .is :

1. Rising consumer income

- Increasing in income,increasing in power to spend.Therefore,increasing demand for
quality of product
- Marketing strategy :producing better quality of products to generate more sales & get
more profit.

2. Inflation
- Increasing in price without corresponding increasing in slaries.therefore, decreasing
purchasing power.
- Marketing strategy : give discount & low price to attract more customers to buy the
products.
- Must to make promotion because of a lot of stock

3. Recession.
- Decreasing for product as decreasing consumer income,therefore
increasingunemployment rate.
- Marketing stertegy : try to new product that more economical & effective,improve
existing product & offer better value for money.
3. Discuss 5 types of external marketing environment with an appropriate example. (20 marks
-
1. Social
- Social change is the most difficult external variable fo marketing manager to forecast,
influence,or integrate into marketing plans
- Social factors influence the products people buy,the price paid,the effectiveness of specific
promotions,and how, where,and when people expect to purchase products.
- Consist of values,attitudes,and lifestyles.
- Understanding of social factors : to produce the right products to suits people’s needs and
wants.
2. Economic
- Economic situion influences consumer purchasing poer and spending behavior.
- When the economy is expanding rapidly, many people will have more disposable income to
spend and their purchasing power will increase.
3. Technology
- Technology advancement has benefited the society and also caused damages.
- These technological developments have tremendous impact on marketing and unless the
marketing manager copes up with this development,he cannot survive in the competitive
market technology has advanced rapidly.
- Many ne products have been created such as compact discs ( cd ),mobile phone,internet
and robots
-
4. legal and political

- laws,government agencies pressure groups made up the political & legal environment

- any regulation effect and impact of the business

- can be group into 4 categories :

* general monetary & fiscal policies

* broad social legislation & policies set by regulatory agencies

*government relationship with individual industries

*laws affecting marketing itself

5. Demographic
- Demographic variables include the characteristics of human population in the form of
siza,growth,location,age,ender,ethnic group,occupation and etc.
- Demographic are of interest to the marketer as iit helps to describe the market
characteristics.
ASSALAMUALAIKUM, try to answer this:
1. Explain the differences between selling and marketing concept. (5 Marks)
2. Describe 5 marketing management philosophies (20 Marks)

1. Explain the differences between selling and marketing concept. (5 Marks)

Characteristics Salling Marketing

1. Organization focus Inward – fulfill organization’s needs Outward – fulfill wants and
preferences of customers
2. Type of business Selling goods and services Satisfying customers needs and
wants and delivering superior value
3. Group of people everybody Specific groups of people
4. Firm’s primary goal Achieve profit through maximum Achieve profit through customer
sales volume satisfaction
5. Ways to achive the Through intensive promotion Through coordinated marketing and
goal interfunctional activities.
2. Describe 5 marketing management philosophies (20 Marks)
Philosophy Assumption
1. Production - The concept is one of the
oldest orientations that
guide sellers.
- the ready product,which
affordable for him to
buy,when the product is
cheap.
-low price
- useful when :
* demand is more than supply
* product cost is hight
2. Product -the idea that consumers will
favor products that offer the
most quality,performance and
features.
3. Selling -the coustemers will not buy
product if the company
concerned does not initiated
grand sales and promotion
implication
- the company should focus
on
increasing total production
and
distribution efficiency as this
can reduce cost of one
product
unit.
-WEAKNESESS : company
focusing too narrowly on their
own operations and losing
sight
of the real objectives satirfying
customers.
-company devote its energy to
making prouct improvement
-on the basis of this
philosophy
or idea these companies
direct
their marketing efforts to
increasing the quality of thie
product.
-WEAKNESESS : focusing
only on the company’s
product can also lead to
markeing myopia
- to increase sales,the
company
will multiply sale and
promotions activities.
4. Marketing -the coustemers will be loyal
to
company if it can satisfy their
needs and wants.
5. Societal marketing -the firm doing businesses
within
a community framework and
their marketing activities
should not only deliver value
to
coustemer but also cae for the
community’s welfare.
-the company will initially the
needs and wants of target
market.
-WEAKNESESS : created
environmental
problem,insufficient
resources,fast population
growth,economic problems
and
shortage of social services
-the societal marketing
philosophy calls for
companies
to balance up their marketing
activies between maximizing
profit,customer satisfaction
and
the society welfare.
-the company should be
responsible for the consumers
short term wants and long
term welfare.