"Implications for a marketer: 1. For high involvement/high thinking products, the marketer should provide such information about the product/service and the brand offering that helps build a favorable attitude for his brand, so that it could lead to a purchase. The focus of the advertisement should be on factual relevance. 2. For products that fall in the high involvement/high feeling quadrant, a marketer should devise a promotional strategy that arouses an affective state that is positive and favorable. A good psychological emotional and mood state would create an urge within the consumer to learn more about the offering, and finally buy the product/service. The advertisement should focus on both facts and entertainment. Docsity.com 3. For low involvement and low thinking products, the marketer needs to create and maintain brand loyalty; promotional strategies should focus on creation of brand recall. The advertisement should focus on both facts and entertainment. 4. This proves to be challenging for marketers as consumers are driven by social pressures and brand loyalty is short lived. The promotional strategy should include social appeals with an entertainment orientation. Source: http://in.docsity.com/en-docs/Consumer_Needs_and_Involvment_-_Consumer_Behavior_-_Solved_Quiz_"
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"The key to understanding the essence of globalisation is found in the reasons why commodity flows and divisions of production occur. This is important because economic exchanges very rarely take place between nations or groups of nations: they take place between organisations (""firms"", etc). The national perspective is a politically sensible but economically synthetic aggregation of activity, because there is no automatic congruence of interest between nation-states and the economic entities located within them. This has been discussed in academic literature ever since the birth of economics as a discipline. As globalisation has gathered pace in the past 20 years, it has prompted some analysts to suggest that the nation-state as a player in the business part of economics has all but disappeared. (Ohmae 1995) "
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