Q1) Using any product category as an example, briefly explain the following 2 strategies of problem recognition that will encourage consumers to replace their current product with a new product: i) exaggerate the gap between the current and ideal states & ii) timing of problem recognitions. First, explain the strategy and then use any category as an example to support the explanation of the strategy. Follow this approach for both strategies.

Points will be deducted i) if product category example/s is not used to explain each strategy. You can use either same or different category for the two strategies; ii) if the explanation of the 2 strategy/ies is sketchy or unclear; iii) if the application of the category example is sketchy or unclear

Q2) i) Using an example, briefly explain the approach-approach conflict and ii) suggest one strategy that marketers can use to help consumers break that conflict. For the first part of the question, please explain how does the conflict arise. In other words, what conditions have to be present for the conflict to occur?

Points will be deducted i) if an example is not provided to explain the conflict; ii) if only example is provided but conflict is not explained; iii) if the explanation of the conflict is sketchy or unclear; iv) if the application of the example is sketchy or unclear; v) if the strategy to break the conflict is not listed or the strategy is sketchy or not clear