Buyer’s Black Box

Buyer’s Black Box
Each answer should be about a paragraph long.  Do not copy your answers from the web, the text book, etc.  In other words, you MAY USE the book, the videos, your notes, and other sources, but WRITE YOUR ANSWERS IN YOUR OWN WORDS.  Any two papers submitted with word-for-word answers will both be scored as zero points.
This test covers Chapters 1-9.
Five essays at 14 possible points each (for a total of 70 points possible).
1.- Compare and contrast Maslow’s Hierarchy of Needs and the VALS-2 Lifestyle model (that is, tell how they are the same and how they are different from each other).
2.- Pick one of the following four products: (1) toaster; (2) cat food; (3) Cheverolet Camaro; (4) refrigerator.

Tell whether the buyers of the product you pick are highly involved or not, and whether or not there are substantial differences among brands in that product category.  Based on these considerations, describe the buyers’ likely behavior.

3.- In class and in the videos we studied the marketing efforts of several musical groups and one large consumer products firm (Patricia Kaas, Bad Livers, Peter Kingsbery, and Nestle).  Write a brief paragraph (4-5 sentences should be enough) comparing the various strategies of these four marketers.

4.- Explain the many purposes we discussed (February 26th) for the use of “perceptual mapping.”

5.- The “Buyer’s Black Box” in Chapter 5 and the “Buying Center” in Chapter 6 occupy the same spot in the stimulus/response model.  With this in mind, write an explanation of the following statement: “Everything in Chapter 5 also applies in Chapter 6.”

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