1. Illustrate with examples the difference between generic versus product-specific goals, in purchasing houseplants. (6 Marks)

2. Suggest ONE (1) target segment for houseplants using VALST" segmentation profiles and develop an advertising message for that target market. (6 Marks)

3. Elaborate TWO (2) changes in cultural and social environment that create the opportunity for marketers to offer rare and expensive houseplants. (6 Marks)

4. Customers who are not familiar with these rare and expensive houseplants may have problem knowing the authenticity of the plants. As mentioned in the case, scammers have popped up offering low quality plants or even the wrong plants, like offering Monstera obliqua but giving out Monstera adansonii, instead.

1. Being a cautious customer, recommend TWO (2) possible strategies you would use to reduce the risks of being tricked by scammers when you purchase the rare expensive plant online. (6 Marks)

2. You have been spending a lot of time to read and understand the information on the types of the rare expensive plant available online. You have also been talking with your friends who have the same interest in houseplants. Elaborate TWO (2) factors that enhance your intensive prepurchase search for the rare expensive plant. (6 Marks)

(Total: 12 Marks)