Question Two Describe the factors that affect the diffusion rate of an innovation. How can these factors be utilized in developing marketing strategy? (12 Marks) Discuss two non-compensatory decision rules and highlight the differences between them. How might the use of one rule versus the other result in a different product choice? Illustrate your answer with an example. (8 Marks) Question Three You are the marketing vice-president of a large confectionery and snack company. Your company's advertising agency is in the process of negotiating a contract to employ a superstar female singer to promote its offerings. Discuss the reference group factors that you would raise before the celebrity is hired. (12 Marks) Under what conditions should advertisers attempt to convey (a) normative group influence and (b) comparative group influence? Cite examples to show how each type of influence is conveyed. (8 marks)w Question Four No one buy goods unless they have a problem, need or a want. Discuss the application of the consumer decision-making model in consumer behavior. What role can advertisers play throughout the process? (14 Marks) How can marketers provide positive reinforcement to consumers after the purchase to reduce dissonance? (6 Marks) Question Five Explain the relationship between culture and buying behaviour. (12 Marks) How can a multinational company use cross-cultural research to design each factor in its marketing mix for a non-domestic market? Illustrate your answer with examples. (8 Marks) Question Six Assume that you have been hired as a marketing consultant by a large multinational corporation. They have asked you to help them develop a policy for ethical and socially responsible marketing. What would you recommend? (20 marks)SECTION A Compulsory Section - Students MUST answer question one (1) Question One The concept of Elaboration Likelihood Model (ELM) has been very useful in understanding consumer attitude formation and change. Discuss how a marketer of a mobile phone company might use the knowledge of this model in a campaign to market a new phone. (15 marks) The foot-in-the-door technique is a very commonly used theory of persuasion in consumer behavior. Explain how this technique works providing an example