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Question
1. Why do people in different cultures buy different products? Discusstwo or three types of vehicles you have seen in other countries (you can research on the internet). Why are they different, and how do they better meet buyers’ needs in those countries? What types of cars do you think should be sold in the United States today?
2. What is your opinion of companies like Google that gather information about your browsing patterns? What advantages and drawbacks does this pose for consumers? If you were a business owner, what kinds of information would you gather on your customers and how would you use it?
3. Why is understanding consumer behavior so important for companies? Think of examples where you do not think companies understood their consumers.
4. Select three advertisements and describe the needs identified by Abraham Maslow that each ad addresses. Find an international version of an advertisement for one of the products. What differences do you detect in the international version of the ad?
5. Using Maslow’s hierarchy of needs, identify two or threepopular advertising slogans that appeal to each of the five levels.
6. Identify how McDonald’s targets both users (primarily children) and buyers (parents, grandparents, etc.). Provide specific examples of strategies used by the fast-food marketer to target both groups. Make it a point to incorporate Happy Meals and Mighty Kids Meals into your discussion.
Answer
Question 1
People from diverse cultures purchase different products for numerous reasons. One major reason is that their preferred products may satisfy their cultural needs. For instance, people from America with an individualistic culture may need more sophisticated products, compared to those from China, with a low individualism score. Aston Martin from the United Kingdom and Honda from Japan are examples of cars from other countries. They have unique designs that meet people’s needs. Aston Martin meets buyers’ needs since it is faster and comfortable. Honda on the other hand is reliable with high fuel efficiency. America currently needs reliable and safer cars, like Chevrolet and BMW.
Question 2
Google perfectly understands the idea that information is power. I do not like the amount of personal data that people hand over to Google, which can result in privacy concerns. Google’s main advantage to consumers is that it makes information available and easily accessible. It is, however, acquiring more facts without peoples realizing. For example, Google tracks every search and when it becomes more customized and user specific, then it can intrude into people’s personal space. If I were a business owner, I would gather information pertaining to the buying habits of customers, and then use the data to devise appropriate strategies for market penetration.
Question 3
Companies should understand consumer behavior due to its importance in businesses. It is through consumer behavior that an organization becomes aware of what customers needs, learns client attraction techniques as well as best approaches which can be applied to present their products and services. When a company understands how clients choose services or products and what influences them to select some options over others, they will know how to display themselves appropriately. Failure to understand consumer behavior results in business failures.
Question 4
The Cow &Gate, Coca Cola and Dettol companies invested in Abraham Maslow’s theory when advertising their products.
Cow & Gate
The advert shows a healthy and young boy, alongside the product, demonstrating his defense moves. This advert appeals to the safety needs, specifically the wellbeing and health of a family, related to Maslow’s hierarchy of needs.
Coca Cola
The advert appeals to people’s need to belong. It suggests that buying Coca-Cola enables a person to fit in, by acquiring more friendship.
Dettol
The thirty-second advert depicts a family that goes about picking raw chicken and frogs. The advert then appeals to Maslow’s second stage of the hierarchy of needs. It emphasizes the safety requirement by appealing people to buy Dettol products, the use of which will keep their families safe and healthy.
Coca Cola Company’s international version of their adverts known as, ‘taste the feeling’ has been trending all over the world. It is different from other adverts in that it appeals to all Maslow’s hierarchy of needs.
Question 5
L’Oréal’s famous catchphrase, ‘because you are worth it”, meets the esteem need. On the other , the BMW slogan stating that their machine are designed for pleasure driving, relates with the self-actualization and esteem needs. These expressions are imperative in appealing to consumers. Businesses can fail without such eye-catching slogans. Bearing these in mind, organizations must work hard to come up with more engaging phrases.
Question 6
McDonald’s has a good marketing strategy for both users and buyers, particularly children and parents. The Happy Meal filled with toys targets children. It also consists of fruits and other healthy foods aimed at raising awareness’ on kids’ nutritional needs. The Mighty Kids Meals is also aimed at the hungry kids and preteens. Parents are likely to choose McDonald’s due to the programs that provide healthy food choices to their children.
