There are Four (4) questions in this question paper. Answer ALL questions.

1. Amazon Alexa is a virtual assistant developed by Amazon and was first used in the Amazon Echo Dot smart speaker. Alexa can perform many functions, like voice interaction, music playback ,setting up of alarms, and providing weather updates. It is also capable of controlling smart devices using itself as a home automation system. Analyse TWO (2) product characteristics that would influence consumer acceptance of Alexa. (8 Marks)

2. As the Malaysian Palm Oil Association (MPOA) prepares to launch an advertising campaign aimed at persuading consumers to switch from drinking Teh Tarik to Coconut Water, how can measuring the influence of culture on consumer Behavior (including cultural, consumption, and product-specific factors) provide valuable data for the MPOA's campaign planning? Demonstrate TWO (2) specific advantages that this data can offer the MPOA in shaping their campaign strategy. (8 Marks)

3. Cultural diversity is about many different groups with different interests, skills, talents and needs. Demonstrate THREE (3) key factors of cultural diversity which impact on consumer behaviour. (6 Marks)

4. Using a specific example of a company operating in Malaysia, evaluate the effectiveness of its current marketing strategy in driving its strategic positioning. In your answer, assess how well the strategy addresses consumer behaviour and market trends. (8 Marks)