On the basis of the data and analysis presented in Chapter 5, what kind of buying behavior would you expect to find for the following products: ( a ) a haircut, ( b ) a shampoo, ( c ) a digital camera, ( d ) a tennis racket, ( e ) a dress belt, ( f ) a cell phone, ( g ) life insurance, ( h ) an ice cream cone, and ( i ) a new checking account? Set up a chart for your answer with products along the left-hand margin as the row headings and the following factors as headings for the columns: ( a ) how consumers would shop for these products, ( b ) how far they would travel to buy the product, ( c ) whether they would buy by brand, ( d ) whether they would compare with other products, and ( e ) any other factors they should consider. Insert short answers—words or phrases are satisfactory—in the various boxes. Be prepared to discuss how the answers you put in the chart would affect each product’s marketing mix.
Answer to relevant QuestionsReview the model in Exhibit 5-2 and then reread the Apple case at the beginning of this chapter. List and briefly describe specific points in the case that illustrate the model. In Exhibit 5-2 Give an example of a recent purchase experience in which you were dissatisfied because a firm’s marketing mix did not meet your expectations. Indicate how the purchase fell short of your expectations—and also explain ...How do you think a furniture manufacturer’s buying habits and practices would be affected by the specific type of product to be purchased? Consider fabric for upholstered furniture, a lathe for the production line, ...If a nonprofit hospital were planning to buy expensive MRI scanning equipment (to detect tumors), who might be involved in the buying center? Explain your answer and describe the types of influence that different people ...Distinguish between qualitative and quantitative approaches to research—and give some of the key advantages and limitations of each approach.
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