CNS100 Marketing Customer Engagement and Marketing Stimuli

Carefully read and answer the questions in two or more paragraphs, answer every section of the question.

What is relationship marketing? How might relationship marketing be used by marketers to become “closer” to consumers? (10 points)

Identify what perceptual selection is and comment on the types of barriers that prevent clear perception and reception of marketing stimuli. (10 points)

Compare and contrast classical and instrumental (operant) conditioning. Give one example of each. (10 points)

The process of stimulus generalization is often central to branding and packaging decisions that attempt to capitalize on consumer’s positive associations with an existing brand or company name. In this context, list and briefly discuss the four strategies based on stimulus generalization presented in the text book (or in the lecture). (10 points)

Product involvement is a consumer’s level of interest in a particular product. Highly involving if the consumer believes there is perceived risk, name five perceived risks. Indicate the kinds of consumers most vulnerable to each risk, and indicate the types of products most sensitive to each. (10 points)

CNS100 Marketing Customer Engagement and Marketing Stimuli

Score	Evaluation Criteria
Total score 100%	Meets all the criteria necessary for an A+ grade. Well formatted and instructions sufficiently followed. Well punctuated and grammar checked.
Above 90%	Ensures that all sections have been covered well, correct grammar, proofreads the work, answers all parts comprehensively, attentive to passive and active voice, follows professor’s classwork materials, easy to read, well punctuated, correctness, plagiarism-free
Above 75%	Meets most of the sections but has not checked for plagiarism. Partially meets the professor’s instructions, follows professor’s classwork materials, easy to read, well punctuated, correctness
Above 60%	Has not checked for plagiarism and has not proofread the project well. Out of context, can be cited for plagiarism and grammar mistakes and not correctly punctuated, fails to adhere to the professor’s classwork materials, easy to read, well punctuated, correctness
Above 45%	Instructions are not well articulated. Has plenty of grammar mistakes and does not meet the quality standards needed. Needs to be revised. Not well punctuated
Less than 40%	Poor quality work that requires work that requires to be revised entirely. Does not meet appropriate quality standards and cannot be submitted as it is to the professor for marking. Definition of a failed grade
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