RECENT ASSIGNMENT

Consumer Behaviour
Test Format: Discussion/short-essay questions (headings and subheadings are permitted)
Word Limit: 800-1000 words for each question. (Please note deductions will be made for answers that are under or over the word limit.)
File Format: Microsoft Word file
NUMBER OF QUESTIONS: Answer two out of the four questions provided.
VALUE: total of 30 marks (15 marks for each question)
INSTRUCTIONS TO CANDIDATES:
1. Read the marking criteria in the following page for more information. Keep these criteria in mind while answering the questions of your choice.
2. Candidates are advised to consult relevant reading materials and conduct further search for relevant articles to develop a robust theoretical discussion and application. A minimum of 5 journals for each question is required. The text, Quester et al should form an information source but not be used as a major reference.
3. Select two (2) from a choice of four (4) discussion/short essay questions to answer.
4. Ensure that you clearly state your chosen questions.
5. This information sheet needs not be attached to your test when you return it.
Marking Guidelines for Take-home Test
Assessment Criteria Value 30-49
Fail 50-64
Pass 65-74
Credit 75-84
Distinction 85-100
HD
Depth of understanding and analysis of relevant issues, theories and concepts 30
Integration of relevant literature to support the discussion (at least 3 relevant references for each question) 10
Demonstrated ability to provide relevant examples or to relate the theory or concepts to marketing strategies where relevant 20
Relevancy, accuracy and demonstrated logic and reasoning in your answers 30
Flow of idea and grammar 10
MARKED OUT OF /100
LESS Penalties (word excess) /100
TOTAL MARK AWARDED /30

MKT510 201490 Take-home Test
Task
The below discussion questions/short-essay questions are designed to allow individual students to demonstrate their theoretical understanding and practical application of important aspects of consumer decision making and behaviour. Each student is to select two of the four questions below and answer each of the selected questions in no more than 1,000 words. The answer to each question should be referenced with a minimum of three relevant up-to-date sources (journal articles). To show your understanding of the subject, the text, Quester et al, should form an information source but not be used as a major reference.
Questions: Select TWO of the following topics to answer.
Question 1
How does culture affect the decision making process when purchasing luxury goods? Do provide examples to support your answer. (Hint: you can compare and contrast various countries to show how this would differ)
Question 2
Compare and contrast classical conditioning and operant conditioning. According to the research you have undertaken, which theory is more effective in marketing? In your answers, provide examples to show how different companies have used them successfully or unsuccessfully in their marketing strategies.
Question 3
How valuable is social stratification/status measurement to the development of marketing strategy? What systems are used and how effective are they? Illustrate your answer with suitable examples.
Question 4
Social media has been described as the new hybrid element of the promotion mix. When considering marketing and consumption communities and communication within groups, what role might social media play in developing the promotion element of the marketing strategy and does the use of social media strengthen the influence of opinion leaders?
END OF TAKE HOME TEST