Please answer following questions :

Question 1: Please explain Observational Learning and how it can be Equinox Gym Company as their marketing strategies and what might be or might not be the benefits?

Question 2: Which of the three learning theories (Classical Conditioning, Behavioral or Observational Learning ) and attitude function are used more commonly in Gym companies in Turkey, discuss a specific example company by explaining what are they doing.

Marketers yearn to be able to read their

consumers minds. If we could only understand what our consumers are thinking and feeling as they think and feel it, we could create more effective communications and more targeted innovation road maps.While its not exactly like reading your consumers minds, understanding the consumer learning process can and will make you a more effective marketer. In consumer behavior terms, learning is the process by which consumers acquire the information that they apply to futurepurchase behavior. Simply put, learning is thefoundation of consumer behavior. Understanding the elements of learning is critical to understanding how and why your consumers make the purchase decisions that drive your industry. There are four critical elements of consumer learning:1. Motivation

Unfulfilled needs are the underlying drivers that lead to motivation.

For example, if youve just visited the doctor and he has informed you that you need to live a more active lifestyle to reduce your elevated cholesterol levels, your unfulfilled need is to live a more active, healthy lifestyle. Therefore, you may be motivated to learn as much as you can about local gyms in the hopes of joining one, leading a more active lifestyle and improvingyour health.

2. Cues

Cues are the stimuli that suggest a specific way to satisfy your motivations. There are often

many cues competing for a customers attention, some of which can be created by marketers and others that are simply part of the external environment.

In the case of our example, in order to learn

about local gyms, cues could take the form of advertisements for gyms you see online or hear about on the radio, conversations you have with salespeople at those gyms or even a conversation about a local yoga studio you overhear between two friends at a coffee shop.

Some cues, like the conversation with a

salesperson, are deliberately sought, while

others, like overhearing the conversation at acoffee shop, are not. Regardless, you can learn from both the cues that are deliberately sought and those that are incidental.

3. Response

A response is the consumers reaction to a cue. While there can be many responses to each cue, the response the consumer chooses often depends heavily on their previous experiences. A marketers understanding of consumer learning could enable them to elicit the desired response.

4. Reinforcement

The reward -- the pleasure, enjoyment and

benefits -- that the consumer receives after

buying and using a product or service is called reinforcement. Reinforcement is critical to the learning process and can significantly impact future responses, even though this element typically happens after purchase.

Returning to our gym example, if you choose to join the local gym, reinforcement may take the form of a positive experience, where the machines you want to use are readily available along with the occasional 10% off coupon for the juice bar. This reinforcement may lead you to remain satisfied with the gym and perhaps even recommend it to a friend, contributing cues to their learning process.

Behavioral Learning

There are two main types of consumer learning theories -- behavioral learning and cognitive learning -- and both can be used to drive awareness, consideration and purchase of your product or service.

Behavioral learning theories, often referred to as stimulus-response theories, focus on the premise that learning occurs in response to external cues or stimuli that the consumer is exposed to. Classical conditioning, one wellstudied theory of behavioral learning, suggests that when two stimuli are paired together to produce a specific learned response, eventually, through repetition, the absence of one of the stimuli will produce the same response. Classical conditioning and other behavioral

learning theories can be particularly impactful as marketers strive to drive awareness and consideration for their products and services through brand building. For example,consider the Equinox brand marketer responsible for

driving awareness and consideration of

Equinoxs values of exclusivity, risk-taking,

dedication to fitness and luxury. Through its

Commit to Something campaign (subscription

required), the marketer created many cues --

advertisements that prominently feature the Equinox logo aligned with its brand values. Through repeated exposure to the campaign, the consumer may not only associate Equinox gyms with the values of exclusivity, risk-taking, dedication to fitness and luxury, they may also associate any other brand Equinox is associated with (e.g., Juice Press, which has juice bars located in several Equinox locations) with those same values. This is the essence of classical conditioning, and it can be a powerful driver of brand awareness and consideration.

Cognitive Learning

Cognitive learning, on the other hand, is

primarily concerned with how information is

processed by the human mind: how it is stored, retained and retrieved. It emphasizes the role of gathering facts about the products or services being considered, processing those facts and recalling them -- rather than the repetition and association of rewards that are the hallmarks of behavioral learning. Factors that can affect a consumers ability to practice cognitive learning include:

Their familiarity with the information

The relevance of the information

Their interest in the information

Their ability to process the form in which the information is provided. For marketers, its particularly helpful to leverage cognitive learning at the time of a

consumers purchase. Lets return to the

Equinox example. When choosing between gym memberships, consumers may be eager to amass, retain and retrieve detailed product information that can enable them to compare various options. Thus, while it is critical to build the Equinox brand over time by using behavioral learning techniques, at the time of purchase, marketing activities that enable the consumer to leverage cognitive learning can be incredibly effective. As marketers, we often get caught up in the dayto-day. Agency meetings, strategy sessions and tactical execution can fill our consciousness, preventing us from taking the time and energy required to truly understand our consumers. But, understanding the physiological and psychological theories of consumer learning is critical in enabling us to develop successful strategies and campaigns that drive awareness, consideration and purchase of our products and services.