CHAPTER 2

 Explain any five factors within the external marketing environment.

Answer :

1. Competition: competition refers to many competitors that similar competitive product brands’
marketers in your industry, their size and market capitalizations.marketers cannot control what their
competitor produce.

1. Political and legal factors : it’s refers to the laws and legality that guilds the land, they go a long
way to affect your business operations as a marketer.marketers must be aware of new government
regulations such as tax and etc could affect
Consumer spending.

2. Social factor: its the environment which consist of the customs and values of the society, such as
attitude, values and lifestyles, these can infuence the marketing factors.

3. Demographic factor : demography refers to study of human population, such as their age, sex,
marital status, occupation, family size etc. The first one is Age, its mean marketers must understand
that consumers of different age have differents need and prefences. The second one is race and
ethnicity its consumers if different race and ethnicity have different prefences

4. Technological factor : technology post much challenges to marketers, it affects the kind of
product that you as a marketer can offer, For instance, technology have changed products like
typewriting machines into a more proficient computer systems. You cannot stop the advancement of
technology, but you can learn to adapt to it changes. Eg. Marketers who only stick to traditional
marketing promotions would lose out to those who embrace the internet to market their product
online.

 Using a diagram, elaborate with examples the pyramid of Corporate Social Responsibility
CHAPTER 3

1. What is consumer decision making

- it is the process that a customer follows when buying products or services.

2. Ali is decided to change his old season cell phone, Nokia 3310 to the latest one. Analyze the
components of the consumer decision making process that he needs to undergo when buying a new
cell phone.

- The first is need recognition (internal) in this moment is Ali is decided to change his old season
cell phone and his desire a new phone of the latest design.

- The second is Information Search, in this moment Ali searched for information about the latest
cellphone models via the internet.

- The third is Evaluation of alternatives, in this moment Ali requires cellphone specifications and
prices in accordance with his budget.

- The fourth is Purchase, in this moment Ali buy the new phone on the sophee online platform,
cause there is many of discount and free shipping.

- The fifth is Post Purchase Behavior, in this moment if Ali are satisfied with the purchase, he
would spread the word around by telling others all positive things about the phone.

3. What is cognitive dissonace ?

- it is the inner tension that a consumer experience after recognizing an inconsistency between
bwhaviour and opinions.

4. List 3 types of consumer decision behavior.

- Routine response behavior

- Limited response behavior

- Extensive decision making

5. Explain 2 factors that influence buying decisions under social factor.

- Family, family members play many roles in the influencing consumer when making purchases.

Eg, As initiator, the eldest brother may recommend the family to buy a cake for their father on his
birthday.

- Opinion Leader, it is an individual whose opinion can influence others.

Eg, young men today emulate BTS hairstyle and what he wears and uses.

6. List 4 factors that influence buying decisions under psychological factor.

- Motivation

- Perception

- Learning

- Beliefs and attitudes