MBB PREPPP

What is the definition of the Marketing Mix?

A coordinated set of controllable variables used to satisfy the target market and achieve the firm’s objectives. These variables are commonly known as the 4 Ps: Product (what the company offers), Price (the cost to the customer), Place (where the product is available), and Promotion (how the customer is informed and persuaded).

What are the three types of distribution intensity?

Intensive, Selective, and Exclusive distribution.

• Intensive distribution: aims to make a product available in as many outlets as possible (e.g., convenience goods like soft drinks).

• Selective distribution: uses a limited number of outlets in a geographical area (e.g., electronics, minor appliances).

• Exclusive distribution: grants a single retailer the right to sell a product in a specific territory (e.g., luxury cars or high-end fashion brands).

What does Integrated Marketing Communications (IMC) aim to achieve?

It coordinates all communication tools (such as advertising, public relations, sales promotion, direct marketing, and personal selling) to deliver a unified message across various media channels and product packaging. The goal is to ensure consistency and maximize the impact on the target audience.

What is the difference between advertising and sales promotion?

Advertising is a form of paid, non-personal communication, often via mass media (e.g., a TV commercial or a magazine ad), to promote a product or brand over a longer term. Sales promotion involves short-term incentives, such as coupons, discounts, contests, or samples, designed to encourage immediate purchase or sales from consumers or trade channels.

What are the psychological roles of product packaging?

Product packaging plays several psychological roles:

• Visual appeal: Attracts attention through colors, graphics, and typography.
• Functional design: Enhances convenience, ease of use, storage, or protection.
• Authenticity: Conveys the brand's genuine values and origin.
• Storytelling: Communicates the product's history, unique selling points, or brand narrative, fostering a connection with the consumer.

What is a slotting allowance?

A slotting allowance is a fee paid by companies to retailers for obtaining prime shelf space in retail stores. This fee compensates retailers for the costs associated with stocking a new product, such as administrative costs, shelf management, and the risk of the product not selling well. It also secures better visibility and competitive advantage for the product.

What are the techniques used in marketing to children?

Techniques commonly used in marketing to children include:

• Mascots: Recognizable characters that appeal to children (e.g., Tony the Tiger).
• Premiums: Small extra items offered with a product, often toys (e.g., toys in cereal boxes).
• Cross-promotions: Collaborations with other brands or media, often linking products to popular movies or TV shows.
• Bright colors: Visually stimulating and attractive to children.
• Slogans: Catchy phrases that are easy to remember and repeat.

What are the five principles of CSR and Sustainable Marketing?

The five principles are:

• Consumer-oriented marketing: Companies view marketing activities from the consumer's point of view, sensing, serving, and satisfying their needs.
• Customer-value marketing: Companies put most of their resources into customer-value-building marketing investments.
• Innovative marketing: Companies continuously seek real product and marketing improvements.
• Sense-of-mission marketing: Companies define their mission in broad social terms rather than narrow product terms.
• Societal marketing: Companies make marketing decisions by considering consumers' wants, the company's requirements, consumers' long-run interests, and society's long-run interests.

Explain the Biopsychosocial Model of Obesity.

The Biopsychosocial Model of Obesity explains obesity as a result of the complex interplay between biological, psychological, and social factors.

• Biological factors: Include genetics, metabolism, hormones, and physiological predispositions.
• Psychological aspects: Encompass emotional eating, stress, perfectionism, body image issues, and coping mechanisms.
• Social influences: Cover cultural norms, media pressure regarding ideal body types, socioeconomic status, food availability, marketing, and lifestyle habits within social circles.

What is the General Adaptation Syndrome (GAS)?

The General Adaptation Syndrome (GAS) is a model describing the body's short-term and long-term reactions to stress. It consists of three stages:

• Alarm stage: The initial reaction to a stressor, involving a 'fight-or-flight' response with physiological arousal (e.g., increased heart rate, adrenaline release).
• Resistance stage: If the stressor persists, the body adapts and tries to cope, attempting to return to equilibrium while maintaining a heightened state of alert.
• Exhaustion stage: Prolonged or chronic stress depletes the body's resources, leading to increased vulnerability to illness, fatigue, and burnout.

What role does the hypothalamus play in eating behavior?

The hypothalamus is a crucial part of the brain that regulates hunger and satiety (fullness) signals. Specific nuclei within the hypothalamus, such as the lateral hypothalamus (involved in stimulating hunger) and the ventromedial hypothalamus (involved in signaling satiety), work together to maintain energy homeostasis and control food intake.

What is Social Comparison Theory?

Social Comparison Theory posits that individuals evaluate their own abilities, opinions, and status by comparing themselves to others. These comparisons can be:

• Upward social comparisons: Comparing oneself to someone perceived as superior, which can motivate self-improvement or lead to feelings of inadequacy.
• Downward social comparisons: Comparing oneself to someone perceived as inferior, which can boost self-esteem or lead to feelings of gratitude.
  Ultimately, these comparisons significantly affect an individual's self-perception and self-esteem.

What are the three types of perfectionism?

The three types of perfectionism are:

• Self-oriented perfectionism: Involves setting unrealistically high standards for oneself and being overly critical of one's own performance.
• Other-oriented perfectionism: Involves setting unrealistic standards for others and being highly critical of their performance.
• Socially prescribed perfectionism: Involves perceiving that others (e.g., parents, teachers, society) have impossibly high standards for oneself, leading to a feeling of constant pressure to meet external expectations.

What is body dysmorphia?

Body dysmorphia, or Body Dysmorphic Disorder (BDD), is a mental health condition characterized by a persistent and intrusive preoccupation with a perceived flaw in one's appearance. The perceived flaws are often minor or entirely imagined by others, but cause significant distress and impairment in social, occupational, or other important areas of functioning for the individual.

What are the positive and negative aspects of the body positivity movement on social media?

The body positivity movement on social media has both positive and negative aspects:

• Positive aspects: Promotes inclusion and self-acceptance, encourages diverse body types, challenges unrealistic beauty standards, and fosters a supportive community for individuals struggling with body image, aiming to improve mental well-being.
• Negative aspects: Can sometimes reinforce an excessive focus on appearance, create pressure to be 'positive' at all times, potentially overlook unhealthy behaviors masked by 'positivity', and in some cases, unintentionally still highlight aesthetic ideals, albeit broader ones.

Describe Lazarus’ Transactional Model of coping.

Lazarus' Transactional Model of coping views stress as a dynamic process involving a reciprocal relationship between an individual and their environment. When faced with a stressor:

• Primary appraisal: The individual evaluates the stressor as irrelevant, benign-positive, or stressful (harm/loss, threat, or challenge).
• Secondary appraisal: If the stressor is deemed stressful, the individual evaluates their coping resources and options (e.g., 'What can I do about this?').
• Strategy choice for coping: Based on these appraisals, individuals choose coping strategies, which can be problem-focused (directly addressing the stressor) or emotion-focused (managing the emotional response to the stressor).