Please answer Parts A$-$E Note: Feel free to make assumptions and add information in your answers. If doing so$,$ be sure to clarify this extra information.

$1.(40$ points$)$ Jeanine needs to buy a winter coat. She doesn't have much experience with this type of coat $($she just arrived from a warm climate$),$ but has decided to visit Macy's to choose one. Among the brands at Macy's are DKNY$,$ Calvin Klein, and Tommy Hilfiger. You are the marketer for DKNY and want Jeanine to choose your coat for this upcoming winter. You know that Jeanine has heard of DKNY$,$ but has never owned one of your coats before. However, you know that she considers DKNY a good brand overall. Explain$/$define the following concepts, and assess how they relate to Jeanine's current situation. Then describe how you would market DKNY to Jeanine using the suggested Marketing strategies from Chapter $15($pictured below$)$:

$\backslash (\{\}^\{**\}\backslash )$ Suggested length: $1\mathrm{.}5-3$ pages, double$-$spaced.

a$.$ Purchase Involvement $(8$ points$)$

i$.$ Define and explain Purchase Involvement.

ii$.$ What level of purchase involvement applies in Jeanine's situation?

b$.$ Decision Making $($Nominal$,$ Limited, or Extended$)(8$ points$)$

i$.$ Which type of decision is Jeanine Making? Define and explain your chosen decision.

c$.$ Awareness vs$.$ Unawareness Set $(5$ points$)$

i$.$ Explain the concept of the Awareness vs$.$ Unawareness Set.

ii$.$ To which set does DKNY belong in Jeanine's situation?

iii. Assuming DKNY is in the Awareness Set, is it then in the Evoked, Inert, or Inept Set?

d$.$ Problem Recognition and Actual vs$.$ Desired State $(8$ points$)$

i$.$ Describe Jeanine's Problem Recognition process, using Actual and Desired State.

ii$.$ Would you focus on changing Jeanine's actual state or desired state? Why? iii. Assuming DKNY is in the Awareness Set, is it then in the Evoked, Inert, or Inept Set?

d$.$ Problem Recognition and Actual vs$.$ Desired State $(8$ points$)$

i$.$ Describe Jeanine's Problem Recognition process, using Actual and Desired State.

ii$.$ Would you focus on changing Jeanine's actual state or desired state? Why?

e$.$ Based on Table $15-3$ below, how would you market DKNY to Jeanine? Describe your strategies based on how you categorize the decision and subsequent marketing approach. Be as creative as you wish. $(11$ points$)$

Target Market Decision$-$Making Pattern