Discussing Internal Influences
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•Describe a product you recently purchased, and identify from where you purchased the product.
•Describe how your exposure was influenced by a marketing mix component.
•Describe how your attention was influenced by a marketing mix component.
•Describe how interpretation was influenced by a marketing mix component.
•Describe how your memory was influenced by a marketing mix component.
•Describe an advertisement (remember that advertising requires payment to an intermediary to air the message) for this product.
•Examine your chosen advertisement and its medium.
•Apply motivational theory to explain how the marketers are attempting to influence purchase of this product.
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Solution Summary
The solution describes a product they recently purchased, and identify from where they purchased the product.
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•Describe a product you recently purchased, and identify from where you purchased the product.
Recently I had the privilege of purchasing a new riding mower from Sears Department Store. I purchased the Craftsman LT2000. The mower is equipped with a 48" cutting deck and is complete with headlights and bagging accessories. The mower is attractive looking and has many features my previous mower lacked. I am excited about the purchase of this mower and look forward to using it to satisfy my needs in maintaining my lawn.
•Describe how your attention was influenced by a marketing mix component.
Attention occurred due to the stimulus that was present and due to my known situation of needing a new riding lawn mower. The stimulus present was very strong. The mowers were all very clean and the staff was eager to let me test each mower that attracted my attention. The staff and myself were engaged in high involvement. I began to feel a connection to the mowers as a result of the stimuli being presented to me as a potential customer. I had individual factors contributing to the attention segment. I had a strong need for a new mower and strong interest in the product I was being shown.
•Describe how interpretation was influenced by a marketing mix component.
Interpretation began as I test-drove many of these mowers. The test-drives gave me a direct feel of how the mowers performed. As I test-drove each mower, I developed a cognitive connection and mentally began to differentiate my likes and ...
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