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This paper provides answers to the following questions – - 1. Perception is the process by which people select, organize and interpret information to form a meaningful picture of the world. But, people can form different perceptions of the same stimulus because of three perceptual processes. Identify and discuss the three perceptual processes used by people to form a meaningful picture of the world around them and the challenges posed to marketers.
- 2. Each generation is profoundly influenced by the times in which it grows up. These groups are called Cohorts. Using the seven cohort groups discussed in the text, determine the events, music, and other things that distinguish each group
- 3. You are a salesperson selling office equipment to a business. Give an example of how you would sell to each of the three types of buyers based on their stage in the purchase decision process.
- 4. Explain how wholesalers add value to the distribution channel and, (b) Identify and discuss the various challenges to wholesalers and the trends affecting their market strategy planning
- 5. Once the promotion budget and mix are set, the company must take steps to ensure that all of the promotion mix elements are smoothly integrated. Explain what a company might do to integrate its marketing communications.
- 6. Identify the decisions to be made when choosing among the major media types listing each media and identifying its relative advantages and disadvantages
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