Influences on Marketing

Question 1

Factors influencing customer choice: Psychological

Answer 1

The consumer is influenced by their own attitudes or beliefs about themselves or the product.

Question 2

Factors influencing customer choice: Sociocultural

Answer 2

The consumer is influenced by other people’s attitudes or belief e.g. friends or family

Question 3

Factors influencing customer choice: Economic

Answer 3

The consumer is influenced by the state of the economy e.g. economic growth will cause more spending and economic decline less spending

Question 4

Factors influencing customer choice: Government

Answer 4

The consumer is influenced by government laws and regulations e.g lockdowns stop them spending

Question 5

Consumer laws: Deceptive and misleading advertising

Answer 5

Engaging in promotion that knowingly misleads consumer into buying a product

Question 6

Consumer laws: Price discrimination

Answer 6

Selling the same product at different prices in different markets. This is only illegal if it is anti-competitive or price-fixing

Question 7

Consumer laws: Implied conditions

Answer 7

Now called consumer guarantees - the unwritten guarantees that protects all consumers e.g. fit for purpose, the right to return faulty products

Question 8

Consumer laws: Warranties

Answer 8

Promises that a business makes about what a product can do or what rights consumers have.

Question 9

Ethics: Truth, accuracy and good taste in advertising

Answer 9

Creating adverts that don’t offend consumers

Question 10

Ethics: Products that may damage health

Answer 10

Taking care when promoting products like cigarettes, junk food, gambling

Question 11

Ethics: Engaging in fair competition

Answer 11

Not engaging in anti-competitive behaviour e.g. price fixing

Question 12

Ethics: Sugging

Answer 12

Selling under the guise of a survey; pretending to do market research, but actually selling a product