14) Discuss the value of using demographic factors and benefit factors as bases for consumer market segmentation.15) Discuss the importance of psychographic variables as a basis for consumer market segmentation.16) Explain what you understand by the term motivation research and discuss TWO motivation research17) Explain Maslow’s Need Hierarchy Theory. Discuss its importance?18) Examine Maslow’s classification of human needs and explain how the theorymay be used for the marketing of products or services.19) As a newly appointed marketing manager, explain to your staff the term’motivation research’ and discuss TWO motivation research techniques widelyused by marketing-oriented organisations.20) Identify the main advantages and limitations of TWO motivation researchtechniques of your choice. 21) Explain the advantages and limitations of TWO widely used motivation research techniques.22) Outline Maslow’s Hierarchy of Human Needs and summarise the importance of the theory in the development of promotional campaign for products and services.23) Discuss TWO personality theories and highlight the value in assessing consumer behavioural patternsPage 2 of 7
24) Discuss the value of personality theory to marketing management and discuss TWO personality theories of your choice.25) Distinguish between Neo-Freudian personality theory and trait personality theory and summarise the importance of these theories to the marketing products and services.26) Distinguish between Neo-Freudian personality theory and trait theory and summarise their importance to understanding consumer behaviour.27) Distinguish between two personality theories of your choice and summarise their value to marketing management.28) Summarise the importance of understanding people’s personalities and discussTWO personality theories.29) Summarize the difference between ‘absolute threshold’ and ‘ differentialthreshold’ and explain their importance to marketing management.30) Discuss the main factors which can influence the way consumer perceiveproducts and services available in the marketplace.31) The way consumers perceive products and services will have a direct effect onthe purchasing behaviour. What are the key influences on consumer perception?32) Discuss the main influences on the way consumers perceive products and services and outline the importance of perception theory to marketingmanagement.33) Define the term perception and discuss the factors that can influence theconsumer perception of products and services.34) Discuss the factors that can influence the way consumers perceive productsand services and use examples to support your recommendations.