Welcome to this BUS 471 take-home assignment . Please note, as this is an open everything assignment , I expect highly analy>cal, cri>cal, and crea>ve answers where I can see your learning (rather than copy/paste of mere knowledge). The bold words in each quesJon hint at the requirements of the quesJons so make sure you pay aKenJon. Your answers should explicitly apply course content in detail. Each quesJon is 25% of your marks so try to provide equal amount of work on each. The maximum word count for the assignment is 3000 words. There is no minimum word count; you should be the judge of whether you have clearly and comprehensively answered the quesJons or not. I hope you enjoy wriJng for this assignment as much as I hope to enjoy reading them.

Good luck!

Q1 (25% of your grades)

a. Explain the reasons why markeJng managers should be studying to understand consumer behaviour. Your answer should explain in detail relevant theoreJcal concepts such as customer perceived value, customer saJsfacJon, and customer retenJon and provide prac>cal examples to jusJfy your discussions. (HINT: Think about the end game of markeJng)

Q2 (25% of your grades)

1. There are three major types of learning Behavioural (i.e. classical and instrumental condiJoning), ObservaJonal, and CogniJve. Briefly explain how each of these work and discuss in detail how the theories of learning can be of pracJcal value to Trendyol.com markeJng manager. Your answer should iden>fy how Trendyol.com can apply each theory of learning into prac>ce in order to influence consumers moJvaJons to shop for their grocery from Trendyol.com.
2. Consumer learning may result in loyalty to the brand. There are three types of brand loyalty Covetous, InerJa (behavioural), and Premium (a[tudinal). Discuss the relaJonship between each loyalty type and the long-term success of a brand. Which prac>ces you have idenJfied above in secJon a. would lead to which kind of loyalty for Trendyol.com customers and why?

Q3. (25% of your grades)

Cryptocurrencies as a financial product for investment in gaining popularity recently. You are also thinking of buying one such currency (e.g. Bitcoin, Dogecoin, Ethereum).

1. Explain the whole process of consumer moJvaJon through this choice, what was your need and how did you set your goal?
2. Four other mediators (i.e. Personality, PercepJon, Learning, and A[tudes) influence moJvaJon process. Explain these concepts briefly and discuss how each may influence your decision making process as you consider buying cryptocurrency. Your answer should include at least one applica>on of a theore>cal concept for each of these 4 mediators.

Q4. (25% of your grades)

Explain the rela>onships between customer insight (and different sources of customer insight), behavioural targeJng, and narrowcasJng (they are all interrelated). Your answer should explain what customer insight is and how it can be best acquired; what behavioural targeJng is and how it can be done, what narrowcasJng is and how it can be applied to consumer persuasion. Discuss how QNB Finansbank can influence their potenJal and/or exisJng customers by applying these three concepts.

(HINT: this quesJon spans Weeks 3, 4, 8, and 9)