Answer to the question no 1(A):

Locate two websites that you visit regularly and discuss how they can (and probably

do) track your behavior and enable marketers to target you more effectively.

The two websites that I visit regularly is:

 Facebook: www.facebook.com
 Google: www.google.com

In this modern era, there’s no website that doesn’t track user’s behavior and enable marketers to
target more effectively. Facebook is a social media site and google is a search engine. Facebook
& Google is very efficient in tracking user behavior. Facebook track its users in various ways.
First of all, Facebook uses cookies and third-party cookies to recognize and track its user with ID
(Roosendaal, 2010). Facebook trace up user’s GPS location, camera information (specially after
story mode was introduced), call logs, text logs, device data. Facebook and Google are the two
most established website for everyone. When a user clicks a link on Facebook or search on
Google, these sites analyze user’s behavior, even after using the sites, the cookies keep tracing a
user’s behavior simultaneously through the browser.

Facebook has its internal script named ‘Facebook Pixel’ to monitor user behavior (Finnegan,
2020). This script not only allow marketers to monitor user behavior while a user using the site
but also it monitors user behavior on other sites. Facebook Pixel try to analyze every sort of user
behavior online and offline then it ready up a pattern categorically for individual users and show
a user ad accordingly. Facebook also use user’s personal information like relationship status,
employer, job title, education, device user, WIFI usage to better analyze user behavior.

Google on the other hand is more dynamic. Google largely use tools like Session Recordings,
Navigation Paths, Touch Heatmaps, Conversion Funnels, Action Cohorts to record and analyze
user behavior to better understand the user for proper ad placement. With multiple tools, google
can track up to the tinniest detail of a user which is more efficient and accurate that Facebook.
 Answer to the question no 1(B):

Locate two examples depicting practices that are consistent with the societal marketing
concept and two examples of business practices that contradict or ignore this concept.
Explain your choices with proper rationale.

Two examples of depicting practices that are consistent with the societal marketing concept:

 Unilever Bangladesh plans to reduce environmental impact by half within 2030. This is a
focused promise. By less using plastic and other harmful materials and growing more
trees are their main idea ("Sustainable Living", 2020).
 ‘Porichonno Bangladesh’ (clean Bangladesh) is a campaign run under Reckitt Benckiser
CSR umbrella. Educate about personal hygiene, hand wash in critical times, new mom
and natal care were the campaign focus.

Two examples of business practices that ignore societal marketing concept:

 If we look at Bangladesh garments Industry the situation is really poor even now. Among
the top garments one of the players is Ha-meem Group. Despite huge business they are
not applying any sort of societal marketing concept.
 In recent years, the huge usage of plastic by Pran came to light. The matter is Pran is not
doing much for the society rather it’s causing it harm day after day. Even though they
plan to do something but somehow, they fail to execute that.

A company is a part of the society, it makes profit out of the society, logically it has some
responsibility towards the society. When a busines perform it damages the society directly or
indirectly. In order to balance or to get perceived customer value a company must run societal
marketing concept.
 Answer to the question no 2:

For each of the following products, identify the segmentation base(s) that you consider to
be the best for targeting consumers:

1. Shampoo: Behavioral Segmentation.

2. Skin Lightening Face Cream: Demographic Segmentation, Behavioral Segmentation.
3. Organic Fruit: Psychographic Segmentation, Behavioral Segmentation.

Shampoo is one of the fastest moving consumers good, thus a FMCG product (November 2018).
People of every geographical location, age, gender, religion & income needs Shampoo. That’s
why it’s better not to focus most on Geographical and Demographic segmentation. I would
definitely prioritize Behavioral segmentation in order to target customers for a Shampoo brand.
In the sub-category of Behavioral segmentation, the ‘Benefits sought’ is the most important for a
Shampoo brand. For example, one person might look for an herbal shampoo and the other might
look for a shampoo with good aroma, hair damage, dandruff, dry scalp and many more types
(Mialki, 2020). And due to behavioral segmentation, it’s easy to understand consumer demand that
results into multiple types of Shampoo.

People with different age, gender wants different type of skin lightening cream, that’s what falls
under demographic. And some prefer night crem, some daily day cream, some prefer using
cream before going out. This kind of consumer usage pattern also might bring positive response
if a brand set its segmentation under Behavioral.

The psychographic segment is being most important to companies when customers seek for
organic and animal friendly products (November 2018). In the near past, Behavioral
segmentation upon usage: non-users, light users and heavy users of organic fruit used to work
(Aslihan Nasir & Karakaya, 2014). But now psychographic segmentation is more suitable for
organic fruit. People with healthy life lifestyle choose organic fruit over anything any day.
 Answer to the question no 3(a)

Based on 2 variables – Location (limited locations & lots of locations) and Affordability
(high price and low price) you need to draw a perceptual map to find gap(s) that will give
you opportunity to develop your own brand.

Here we can see the limited Location is full of fast foods, In the lots of location there are few
businesses but more importantly there’s a huge gap in lots of location slightly higher price area.
So, this is the best opportunity to open a new fast food.
 Answer to the question no 3(b)

Based on the perceptual map, what type of positioning strategy you will be following for
your brand? Explain with proper logic.

Based on the perceptual map, I will be using straddle positioning which is positioning strategy
based on competitors. In this type of positioning strategies, an implicit or explicit frame of
reference is one or more competitors. In this case the fast-food either will use the same of similar
positioning strategies as used by the competitors or the business will use a new strategy taking
the competitors’ strategy as the base (Bhasin, 2020).

From multiple restaurants of that area, I would like to list down all the USPs of all other
restaurants and sort out the suitable one will be applied on my restaurant.

I’ve chosen this strategy because in the case of restaurant or fast-food business the holistic
market is saturated and the urge of competition is high. To gain market share from this high
competition pulling off some specific competitive advantage is not enough I believe. So, to catch
the fast run, following up competition’s best side will help me to catch the market retention in no
time.

Answer to the question no 4(a)

Discuss the statement “Marketers don’t create needs; needs preexist marketers.”
One of the more popular controversies surrounding Marketing is that many customers feel that
companies, with their strategies and plan of actions, create an illusion of needs within consumers
in order to make a purchase from them which they may not be a necessity. Marketers on the
other hand defend themselves by saying that consumers are not compelled to buy their products;
that they have the necessary information already within them to identify their needs and wants
and make purchasing decisions accordingly [CITATION Jon15 \l 1033 ]. Needs, however, have
already existed in this world, many millennia before Marketing came into existence formally.
Needs are circumstances or things that that are wanted or required, and they direct the
motivational forces. Primarily there are two types of needs: Physiological Needs, and
Psychological Needs. Physiological needs are innate needs that sustains a person’s biological
existence (need for food, water, air, protection of the body, and sex); psychological needs are
generated from our reference points (need for self-esteem, prestige, power, affection etc.)
[CITATION Leo15 \n \l 1033 ].
Marketing does not create those needs; they have always existed. What marketing does is that it
they give options on how to satisfy those needs. For example: a person has the need to quench
their thirst. It is always there. They can do so by drinking a variety of things – water, tea, coffee,
soft drinks, liquor, energy drinks etc. Coca-Cola advertising their namesake drink or other soft
drinks does not create the need in human beings, rather it provides them with multiple options to
satisfy their existing needs, which in this case is the need to quench thirst.

Marketing philosopher Philip Kotler, who made the statement mentioned in the question, defines
Marketing as “the science and art of exploring, creating, and delivering value to satisfy the needs
of a target market at a profit. Marketing identifies unfulfilled needs and desires. It defines,
measures and quantifies the size of the identified market and the profit potential. It pinpoints
which segments the company is capable of serving best and it designs and promotes the
appropriate products and services.” [CITATION Gar80 \n \l 1033 ]. Marketers do not create needs,
though in some instances they may make consumers more keenly aware of unfelt needs. The fact
that many new products fail illustrates that marketers often do not recognize or understand
consumer needs and that they cannot create a need for product. On the other hand, there are
countless examples of products that have succeeded in the marketplace because they fulfil
consumer needs.

Can marketing efforts change consumers’ needs? Why or why not?

Marketing efforts are generally not designed to change consumer needs but to create or trigger
‘wants’ for products/services that consumers would then purchase to satisfy needs that already
exist. Market-oriented companies use consumer research to uncover relevant needs, translate
them into ‘wants’ by designing appropriate products and services, and position their offerings as
satisfying needs and wants better than competitors’ products and services. Although it must be
remembered that consumers usually purchase products to meet more than one need. For
example, let’s talk about a customer going to purchase a car. A car’s primary function is as a
method of transportation. But while looking for a car to purchase, the customer looks for the best
option that satisfies many other needs, needs that he may simply be unaware of (the
subconscious need for ego) or he may not be willing to admit openly (need for social
recognition). A single jock working at Wall Streets will not look for the same things in a car that
a father of three living in the suburbs would. Marketers must identify the different needs of
different customers and respond accordingly. It is important to note that successful companies
must identify themselves as a company that quenches needs, and not one that sells a product or
service. For example - Procter and Gamble defines its business as “providing branded products
and services of quality and value that improve the lives of the world’s consumers”, and not a
company that sells shampoos, diapers, detergents and toilet cleaners [CITATION Leo15 \n \l 1033 ] .
A person may not have the need to buy Head & Shoulders always, but he will always want to
live a quality lifestyle.

Can they arouse consumer needs? If yes, then how?

Marketing can trigger several needs among the consumers. There are some needs that are already
there but there are others that needs a slight push to realize. Innate needs are physiological in
nature (e.g. food, water, air, clothing, shelter, sex). Acquired needs are generally psychological
in nature (e.g. esteem, prestige, affection, power and the like). The purchase of a house satisfies
the individual’s innate need for shelter, but the type of house he or she buys, its interior and
exterior design, and its location is likely to reflect acquired needs. Another example can be that
professional gaming streamer looking to purchase a new computer will want one the best
possible GPU so that he can stream every game to his viewers with the highest possible graphics
functions offered by the games. A researcher, however, requires a computer with better
processing power and RAM so that he or she can analyze and interpret large volumes of data as
quickly as possible. When these individuals look for a suitable computer to purchase, marketing
can help them realize what exactly it is that they need for their respective purposes and then help
them make better purchasing decisions. The need is always there, marketing simply facilitates
that need and transforms it into a want.
 Answer to the question no 4 (b)

For each of the following product select one level from Maslow's hierarchy of human
needs. Describe how you would use the need you selected in promoting the product to a
market segment of your choice. The products are: Tablet computers, expensive shoes and
vacation homes

These three products belong to esteem need of Maslow’s hierarchy of needs. Esteem Needs are
the need for positive self-image and respect and recognition issues such as job titles, nice
workspaces, and prestigious job assignments.

If a person is having expensive shoes, e reader he will be recognized as a rich person and the
need to impress others is most often found in individuals who wish. Plus, a person with a high
saving and spends so much on home vacation, people will value and believe that he is a very rich
person he can do anything he wants.

Tablet Computers:

Segmentation can be on the bases of occupation. Like businessman, doctor and teacher etc.
because it will be very difficult for those people who are very busy in their job to carry lots of
documents which is important. Through tablet computer it will be very easy for them to get
important information instantly without must effort. For example, a businessman will have to
travel to promote his business I this case it will be very difficult for him to get news and carry
heavy books and documents, if he is having the tablet computer then he can simply check the
news and read any book he wants, it is light and small.

Expensive shoes:

Expensive shoes can be segmented under benefit segmentation; it is grouping the customers
according to the specific benefit that they want from the product. Expensive shoes can be on this
base, because no matter what the price is, Footwear it must be comfortable, less slippery, and
must reduce the risk of injury especially those shoes designed for athletic, football. Shoes for
professional runners must be adequately cushioned, stable, flexible, and lightweight. Professional
runners don’t concern about the price they want comfort. To promote expensive shoes famous
sports player can be used.

Vacation Homes:

Vacation Homes can be segment on the bases of age, that can be between 20 to 30 and especially
for newly married couples. A company might discover that newly married individuals are more
willing to pay higher prices than single individuals. Home vacation can target married customers
with promotions for anniversary as show in the advertisement a young couple enjoying the
vacation.

Answer to the question no 6(a)

Discuss what type of buying behavior will the following products be falling into and why?

I. Detergents: Habitual buying behavior. While purchasing detergents consumers usually

have low involvement, and they hardly differentiate in between brands [CITATION Leo15 \n
\l 1033 ]. They have little to no emotional attachment towards the brand and thus
purchase whichever products they are familiar with. Which is also why detergent ads tend
to be simple and repetitive [CITATION Bri \y \l 1033 ].
II. Insurance: Dissonance-reducing buying behavior. This occurs for products for which
consumers are highly involved, but they see little difference amongst brands. Insurances
are a long-term commitment, so consumers often research a lot before purchasing but
ultimately their purchases can be influenced by purchase convenience or by good price.
III. Ice-cream: Variety-seeking buying behavior. This is characterized by low involvement
but significant perceived brand differences. While buying ice-creams, most consumers
would purchase a product and then evaluate its taste during consumption. However,
during their next purchase they often buy a different product not because of
 dissatisfaction, but simply out of boredom and to try out a different flavor [CITATION
Gar80 \n \l 1033 ].

Answer to the question no 6 (b)

Explain the perception process (from exposure to retention) using a real product/service
advertisement. You need to use the same advertisement while explaining all the process.

Advertisement: Coca- Cola “Bangla Words” Advertisement

Selective Attention:

It has been estimated that the average person may be exposed to over 1,500 ads or brand
communications a day. Because a person cannot possibly attend to all these stimuli will be
screened out-a process called selective attention.

Using this advertisement Coca Cola had to work hard to attract consumers notice. The real
challenge is to explain which stimuli people will notice. Although people screen out much of the
surrounding stimuli, they are influenced by unexpected stimuli, such as suddenly seeing
local/native words on the foreign product packaging. Marketers may attempt to promote their
offers intrusively to bypass selective attention filters.

Selective Distortion:
Even noticed stimuli do not always come across in the way the senders intended. Selective
distortion is the tendency to interpret information in a way that will fit our preconceptions.
Consumers will often distort information to be consistent with prior brand and product beliefs.

When consumers report different opinions between branded and unbranded versions of identical
products, it must be the case that the brand and product beliefs created by whatever means (e.g.
experience, marketing activity for the brand, etc.) have somehow changed their product
perception. For example, one study found that consumers were equally split in their preference
for Coke versus Pepsi when tasting both on a blind basis. When tasting the branded versions,
however consumers preferred Coke by 65 percent and Pepsi by only 23 percent because of the
remembrance of what Coca-Cola provided with this advertisement.

Selective distortion can work to the advantage of marketers with strong brands when consumers
distort neutral or ambiguous brand information to make it more positive. In other words, coke
may seem to taste better depending on the experience the brand provides.

Selective Retention:

People will fail to register much information to which they are exposed in memory but tend to
retain information that supports their attitudes and beliefs. Coca-Cola did so in their
advertisement by integrating people’s love for their mother language. Because of selective
retention, we are likely to remember good points about a product we like and forget good points
about competing product. Selective retention again works to the advantage of strong brands. It
also explains why marketers need to use repetition in sending messages to their target market to
make sure their message is not overlooked.
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