MKT310 Consumer Behavior Final Exam

MKT310 Consumer Behavior Final Exam

The final exam will cover the following chapters in your textbook:  4,5,6,7,8,14.  In addition it will cover the research project and your understanding of the Choice Model that you used to conduct your survey.

As with the Midterm Exam, there will be 5 questions, and I am asking you to choose 4 questions to answer.  Each question will be worth 25 points, for a total of 100 points.  The exam is worth 25% of your grade.  Please keep in mind, if you send back an exam with all 5 questions answered, I will only grade the first 4.

As this is a Take-home exam, it will be graded on the basis of both content and structure.  You should take the time to organize your answer before writing it out.  I will be looking for you to highlight in your answer both content from the textbook that supports your answer, as well as any additional information from my lectures in the Narratives I sent out over D2L.

Your answer to each question cannot exceed 2 pages in Word (I am assuming you will be using single-spacing).  Your answer can be shorter than 2 pages, but I would recommend that you use the full 2 pages to indicate to me that you have acquired as much information as possible. The best advice I can give you to insure a high grade on your Final Exam is to use the 2 full pages to answer each question.  You should make sure that your exam is no longer than a total of 8 pages in a Word document.

In addition to your Final exam, both your Research Project and Extra Credit are also due on the same day/date/time as the Final exam, Friday, March 19^th  by midnight.

Deadline: Your FINAL EXAM, RESEARCH STUDY AND EXTRA CREDIT ARE ALL DUE BY: FRIDAY, MARCH 19^TH  BY MIDNIGHT.

Submission: ALL 3 MUST BE SENT IN THE SAME EMAIL I WILL ONLY ACCEPT ALL 3 AS WORD DOCUMENTS SENT AS ATTACHMENTS IN A SINGLE EMAIL.  IF YOU SEND MULTIPLE EMAILS, OR SEND ANY OF THE 3 AS A PDF, OR ANY OTHER TYPE OF ATTACHMENT, IT WILL NOT BE ACCEPTED. UNFORTUNATELY, DUE TO THE DIFFICULTY I HAD IN OPENING UP MIDTERM ATTACHMENTS NOT SENT AS A WORD DOCUMENT, I AM FORCED TO IMPOSE THIS RESTRICTION.

ALSO, AS YOU DID WITH YOUR MIDTERM EXAM, YOU NEED TO SEND THE EMAIL, WITH THE ATTACHMENTS WITH THE FOLLOWING STATEMENT IN THE SUBJECT LINE:

MKT310 FINAL EXAM, RESEARCH STUDY AND EXTRA CREDIT. IF YOU DECIDED NOT TO DO THE EXTRA CREDIT, IT SHOULD READ: MKT310 FINAL EXAM AND RESEARCH STUDY.

As I did with your midterm exam, I will send each of you your grades for the course by email, with you Final Grade/Average as well as your grades for the Midterm, Research Study and Extra Credit (if your included it).  I expect to have your grades sent out by mid-week of March 29 – April 2.

Here are the questions.  You need to answer four out of the five questions.

1. Provide a summary of the results of your Research Project.
2. Discuss the Internal Influences of Motivation and Attitudes, and highlight at least 2 different Figures or Tables from Chapters 4 and 8  (2 for Motivation and 2 for Attitudes) that you think represents the most important insight into each influence.
3. First of all, discuss The Diffusion of Innovations from Chapter 14. Label all parts of the process and explain each one.  Next, I would like you to use that process to explain how and why Tesla has been so successful.
4. Using the 5 Values Consumer Choice Model as a strategic framework,  I would like you to discuss how VW will be able to compete with Tesla successfully with their new electric SUV (Model ID.4).
5. Go through each of the 5 Values in the Consumer Choice Model that you used for your research study and explain how anyone of the Internal Influences is connected to it. For example, you can explain how Motivation is connected to the Functional Value, and how Perception is connected to the Social Value, etc.

PLEASE NOTE: THIS EXAM SHOULD BE ANSWERED INDEPENDENTLY AND WITHOUT CONSULTATION WITH OTHER STUDENTS IN THE CLASS.

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