Describe the interrelationship between market segmentation/targeting, differentiation and
positioning. What is the main outcome of this analysis?
2. Explain Freudian theory. In your answer, illustrate how this theory is applied to the
understanding of consumer behavior.
3. Describe motivation theory. Give an example of how motivation is measured and used in
consumer research.
4. Explain a person’s attitude toward purchasing an automobile in terms of the tri-
component attitude model.
5. Explain the Multi-Attribute Attitude Model? How is this model used in marketing to
create value for consumers?
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