(35 MARKS) There are SEVEN (7) questions in this section. Answer ALL questions based on Article 1. Article 1. HEST LAUNCHES NEW CAMPING AND TRAVEL PILLOW VIA KICKSTARTER New Pillow by HEST is portable, comfortable and built for adventure White Cloud Communication Sep 22, 2020 SEATTLE (September 22, 2020) - HEST, the designer of premium products built to make the great outdoors even greater and known for its original, patent-pending Sleep System, is excited to announce the launch of its newest product - the HEST Pillow. Launching today via Kickstarter - the new HEST Pillow is packable, comfortable and built for adventure so you can sleep well and play more. HEST was founded in 2019 by longtime outdoor industry product engineer Aaron Ambuske who was looking for a better night's sleep when spending nights outdoors. Previously, Ambuske spent 18 years designing skis at K2, introducing innovations that still shape the ski world today. Ambuske's background also boasts product development and design work with IDeology, an advanced research and design consultancy based in Seattle. "At HEST, we are focused on delivering the best possible sleep experience that brings the comforts of home with us to the outdoors," said Aaron Ambuske, founder and CEO of HEST. "The HEST Pillow aligns with our motto of 'sleep well, play more' and pairs perfectly with both our Sleep System and Dually. The goal of launching the HEST Pillow is to have this be the last travel pillow anyone will ever need: it's portable, personal and comfortabie." Portable Construction instead of packing your large-sized home pillow that is susceptible to getting dirty during travel, the HEST Pillow compacts into a smaller size inside of a patent-pending integrated machine washable, dirt \& water-resistant cover with zipper protection to protect the pillow's surface during transport. HEST continues to develop and deliver high-performance, low-maintenance camping solutions for a good night's sleep in order to get the most out of the outdoor experience. The key HEST Pillow product features include: 2 - Home Pillow Comfort - Soft stretchable nylon twill cover that naturally enables comfort and moisture movement for temperature regulation while you sleep. The Pillow is moderate loft and uses shredded memory-foam fill to adapt, contour and provide optimal alignment, support and pressure point relief. - Integrated Stow Travel Cover - The Pillow compacts into a smaller size, machine washable. dirt \& water resistant cover with zipper protection keeping the pillow clean and fresh during travel. - Easy Carry Loop When not in use, the Pillow's easy carry loop provides a clip-able carry solution for hands-free travel and transport. - Portable Construction - Measuring at 22", the Pillow's curved shape contours to your head and neck while staying in place when sleeping in more upright positions. Built for all-terrain travel and ready to go anywhere your head goes. Pillow Tech Specs - Pillow Fill: Blended Enhanced Memory Foam and Polyester - Dimensions: 22158 inches - Packed Dimensions: 1497 - Weight: 2.2 lbs. - Inside Cover Fabric: Nylon Stretch Twill - Outside Cover Fabric: Nylon Heathered Woven with PU Backing - Color: Blue - Retail: $79 The HEST Pillow is now live on Kickstarter with multiple rewards and bundling opfions. A single HEST Pillow is listed at a pledge level of \$68: and a Family Pack of HEST Pillows is listed at a pledge level of $222. For a limited time, when you purchase a Sleep System. you get a Pillow for free. When all pledges and goals are met, products are expected to ship by December 2020. To support the launch and learn more about the HEST PIlow. visit HEST's Pillow Kickstarter page. For more information about the HEST story and mission. visit www.hest.com. Source:https://www.snewsnet.com/press-release/hest-lounches-new-camping-and-trovel-pillow-viakickstarter 3 1. Describe ONE (1) target market profile and purchase behavior for HEST Pillow (5 marks) 2. Describe how TWO (2) external factors can influence a consumer's choice of a pillow. (5 marks) 3. Illustrate with examples the difference between "innate" versus "acquired" needs, in the context of utilizing pillow, such as HEST Pillow. (5 marks) 4. Describe how the manufacturer of the HEST Pillow might use the knowledge of TWO (2) product characteristics to speed up consumer acceptance towards the product. (5 marks) 5. In order to rejuvenate the demand of HEST Pillow, recommend TWO (2) personality traits of the target market that can be used by the company to create appeal towards the product. (5 marks) 6. HEST plans to introduce new product. How can the company apply stimulus generalization to carry out the plan. (5 marks) 7. Elaborate Instrumental Conditioning Theory in order to market HEST Pillow products. (5 marks) ***END OF QUESTION PAPER***