Consumer Behavior 10th edition Leon G. Schiffman, Leslie Lazar Kanuk - Solutions

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When you leave a message on voicemail, what information should you give?
What is telephone tag, and how can it be avoided or reduced?
How can you build customer trust?
What are some key reasons why customers remain loyal to a product, a service, or an organization?
What are the steps in the Planning-Process Model? Describe.
What are ways for service providers to take responsibility for customer relations?
Describe the interrelationship between consumer behavior as an academic discipline and the marketing concept.
Describe the interrelationship between consumer research, market segmentation and targeting, and the development of the marketing mix for the manufacturer of HDTV sets.
Discuss the interrelationships among customer expectations and satisfaction, perceived value, and customer retention. Why is customer retention essential?
Discuss the role of social and behavioral sciences in developing the consumer decision-making model.
You are the marketing manager of Citibank’s Online Banking Division. How would you apply the concepts of providing value and customer satisfaction and retention to designing and marketing effective online banking?
Locate two examples (e.g., advertisements, articles, etc.) depicting practices that are consistent with the societal marketing concept and two examples of business practices that contradict this concept. Explain your choices.
Apply each of the concepts featured in the section describing the development of the marketing concept to manufacturing and marketing high-definition TVs.
What is the difference between primary and secondary research? Under what circumstances might the availability of secondary data make primary research unnecessary? What are some major sources of secondary data?
What are the advantages and limitations of secondary data?
Why might a researcher prefer to use focus groups rather than depth interviews? When might depth interviews be preferable?
How would the interpretation of survey results change if the researcher used a probability sample rather than a nonprobability sample? Explain your answer.
Why is observation becoming a more important component of consumer research? Describe two new technologies that can be used to observe consumption behavior and explain why they are better to use than questioning consumers about the behavior being observed.
What is market segmentation? How is the practice of market segmentation related to the marketing concept?
For each of the following products, identify the segmentation base that you consider to be the best one for targeting consumers: (a) coffee, (b) soups, (c) cell phones, and (d) designer sunglasses. Explain your choices.
How are market segmentation, targeting, and positioning interrelated? Illustrate how these three concepts can be used to develop a marketing strategy for a product of your choice.
Apply the five criteria for effective targeting to marketing a product of your choice to college students.
Discuss the advantages and disadvantages of using demographics as a basis for segmentation. Can demographics and psychographics be used together to segment markets? Illustrate your answer with a specific example.
Many marketers have found that a relatively small group of heavy users account for a disproportionately large amount of the total product consumed. What are the advantages and disadvantages of targeting these heavy users?
Under which circumstances and for what types of products should a marketer segment the market on the basis of (a) awareness status, (b) brand loyalty, and (c) usage-situation?
Some marketers consider benefit segmentation as the segmentation approach most consistent with the marketing concept. Do you agree or disagree with this view? Why?
Regent Seven Seas Cruises and Royal Caribbean International are two companies in the vacation and travel industry. After looking at their websites, describe the kind of consumers that each company is seeking to attract. Also, describe how either company can use demographics and psychographics to
How can a marketer for a chain of health clubs use the VALS™ segmentation profiles to develop an advertising campaign? Which segments should be targeted? How should the health club be positioned to each of these segments?
Discuss the statement “marketers don’t create needs; needs pre-exist marketers.” Can marketing efforts change consumers’ needs? Why or why not? Can marketing efforts arouse consumer needs? If yes, how?
Consumers have both innate and acquired needs. Give examples of each kind of need and show how the same purchase can serve to fulfill either or both kinds of needs.
Specify both innate and acquired needs that would be useful bases for developing promotional strategies for: a. Global positioning systems b. Sunglasses that can be customized online c. A new version of the iPhone
Why are consumers’ needs and goals constantly changing? What factors influence the formation of new goals?
How can marketers use consumers’ failures to achieve goals in developing promotional appeals for specific products and services? Give examples.
For each of the situations listed in question 3, select one level from Maslow’s hierarchy of human needs that can be used to segment the market and position the product (or the organization). Explain your choices. What are the advantages and disadvantages of using Maslow’s hierarchy in
a. How do researchers identify and “measure” human motives? Give examples. b. Does motivational research differ from quantitative research? Discuss. c. What are the strengths and weaknesses of motivational research?
Find three advertisements that appeal to the needs for power, affiliation, and achievement and discuss their effectiveness.
How would you explain the fact that, although no two individuals have identical personalities, personality is sometimes used in consumer research to identify distinct and sizable market segments?
Contrast the major characteristics of the following personality theories: a) Freudian theory, b) neo-Freudian theory, and c) trait theory. In your answer, illustrate how each theory is applied to the understanding of consumer behavior.
Describe personality trait theory. Give five examples of how personality traits can be used in consumer research.
How can a marketer of cameras use research findings that indicate a target market consists primarily of inner-directed or other-directed consumers? Of consumers who are high (or low) on innovativeness?
Describe the type of promotional message that would be most suitable for each of the following personality market segments and give an example of each: (a) Highly dogmatic consumers, (b) Inner-directed consumers, (c) Consumers with high optimum stimulation levels, (d) Consumers with a high need
Is there likely to be a difference in personality traits between individuals who readily purchase foreign-made products and those who prefer American-made products? How can marketers use the consumer ethnocentrism scale to segment consumers?
A marketer of health foods is attempting to segment a certain market on the basis of consumer self-image. Describe the four types of consumer self-image and discuss which one(s) would be most effective for the stated purpose.
How does sensory adaptation affect advertising effectiveness? How can marketers overcome sensory adaptation?
Discuss the differences between the absolute threshold and the differential threshold. Which is more important to marketers? Explain your answer.
For each of these products—chocolate bars and cereals—describe how marketers can apply their knowledge of differential threshold to packaging, pricing, and promotional claims during periods of (a) rising ingredient and materials costs and (b) increasing competition.
Does subliminal advertising work? Support your view.
How do advertisers use contrast to make sure that their ads are noticed? Would the lack of contrast between the advertisement and the medium in which it appears help or hinder the effectiveness of the ad?
What are the implications of figure-ground relationships for print ads and for online ads? How can the figure-ground construct help or interfere with the communication of advertising messages?
Why are marketers sometimes “forced” to reposition their products or services? Illustrate your answers with examples.
Why is it more difficult for consumers to evaluate the quality of services than the quality of products?
Discuss the roles of extrinsic cues and intrinsic cues in the perceived quality of: (a) wines, (b) restaurants, (c) cell phones, and (d) graduate education.
Define selective perception and relate one or two elements of this concept to your own attention patterns in viewing print advertisements and online commercials
How can the principles of (a) Classical conditioning theory and (b) Instrumental conditioning theory be applied to the development of marketing strategies?
Describe in learning terms the conditions under which family branding is a good policy and those under which it is not.
Neutrogena, the cosmetic company, has introduced a new line of shaving products for men. How can the company use stimulus generalization to market these products? Is instrumental conditioning applicable to this marketing situation? If so, how?
Which theory of learning (i.e., classical conditioning, instrumental conditioning, observational learning, or cognitive learning) best explains the following consumption behaviors: (a) buying a six-pack of Gatorade water, (b) preferring to purchase jeans at a Diesel Store, (c) buying a digital
a. Define the following memory structures: sensory store, short-term store (working memory), and long-term store. Discuss how each of these concepts can be used in the development of an advertising strategy. b. How does information overload affect the consumer’s ability to comprehend an ad and
Discuss the differences between low- and high-involvement media. How would you apply the knowledge of hemispheric lateralization to the development of TV commercials and print advertisements?
Why are both attitudinal and behavioral measures important in measuring brand loyalty?
What is the relationship between brand loyalty and brand equity? What roles do both concepts play in the development of marketing strategies?
How can marketers use measures of recognition and recall to study the extent of consumer learning?
Imagine you are the instructor in this course and that you are trying to increase students’ participation in class discussions. How would you use reinforcement to achieve your objective?
Visit a supermarket. Can you identify any packages where the marketer’s knowledge of stimulus generalization and stimulus discrimination was incorporated into the package design? Note these examples and present them in class.
Explain how situational factors are likely to influence the degree of consistency between attitudes and behavior.
Because attitudes are learned predispositions to respond, why don’t marketers and consumer researchers just measure purchase behavior and forget attitudes?
Explain a person’s attitude toward visiting Disney World in terms of the tricomponent attitude model.
How can the marketer of a “nicotine patch” (a device which assists individuals to quit smoking) use the theory of trying to segment its market? Using this theory, identify two segments that the marketer should target and propose product positioning approaches to be directed at each of the two
Explain how the product manager of a breakfast cereal might change consumer attitudes toward the company’s brand by: (a) Changing beliefs about the brand; (b) Changing beliefs about competing brands; (c) Changing the relative evaluation of attributes; and (d) Adding an attribute.
The Department of Transportation of a large city is planning an advertising campaign that encourages people to switch from private cars to mass transit. Give examples of how the department can use the following strategies to change commuters’ attitudes: (a) Changing the basic motivational
Should the marketer of a popular computer graphics program prefer consumers to make internal or external attributions? Explain your answer.
A college student has just purchased a new personal computer. What factors might cause the student to experience postpurchase dissonance? How might the student try to overcome it? How can the retailer who sold the computer help reduce the student’s dissonance? How can the computer’s
What sources influenced your attitudes about this course before classes started? Has your initial attitude changed since the course started? If so, how?
Find advertisements that illustrate each of the four motivational functions of attitudes. Distinguish between ads that are designed to reinforce an existing attitude and those aimed at changing an attitude.
Explain the differences between feedback from interpersonal communications and feedback from impersonal communications. How can the marketer obtain and use each kind of feedback?
For what kinds of audiences would you consider using comparative advertising? Why?
How do some new media enable obtaining better advertising feedback?
Why is an opinion leader a more credible source of product information than an advertisement for the same product? Are there any circumstances in which information from advertisements is likely to be more influential than word-of-mouth?
Why would a consumer who has just purchased an expensive digital camera attempt to influence the purchase behavior of others?
List and discuss the effects of psychological noise on the communications process. What strategies can a marketer use to overcome psychological noise?
List and discuss factors that determine the credibility of formal communications sources of product information. What factors influence the perceived credibility of an informal communications source?
You are the marketing vice president of a large soft-drink company. Your company’s advertising agency is in the process of negotiating a contract to employ a superstar female singer to promote your product. Discuss the reference group factors that you would consider before the celebrity is hired.
What are the implications of the sleeper effect for the selection of spokespersons and the scheduling of advertising messages?
Compared with mass media, what are the advantages and unique features of new media?
Bring two print advertisements to class: one illustrating a one-sided message and the other a two-sided message. Which of the measures discussed in the chapter would you use to evaluate the effectiveness of each ad? Explain your answers.
How does the family influence the consumer socialization of children? What role does television play in consumer socialization?
Marketing researchers generally use the objective method to measure social class rather than the subjective or reputational methods. Why is the objective method preferred by researchers?
Under what circumstances would you expect income to be a better predictor of consumer behavior than a composite measure of social class (e.g., based on income, education, and occupation)? When would you expect the composite social class measure to be superior?
Which status related variable—occupation, education or income—is the most appropriate segmentation base for: (a) expensive vacations, (b) opera subscriptions, (c) People magazine subscriptions, (d) fat-free foods, (e) personal computers, (f) pocket-size cellular telephones, and (g) health clubs?
Consider the Rolex watch, which has a retail price range starting at about $4,000 for a stainless steel model to thousands of dollars for a solid gold model. How might the Rolex company use geodemographic clustering in its marketing efforts?
You are the owner of two furniture stores: one catering to upper-middle class consumers and the other to lower class consumers. How do social class differences influence each store’s: (a) Product lines and styles, (b) Advertising media selection, (c) The copy and communication style used in
Copy the list of occupations in Table 10-9 and ask students majoring in areas other than marketing (both business and nonbusiness) to rank the relative prestige of these occupations. Are any differences in the rankings related to the students’ majors? Explain.
Distinguish among beliefs, values, and customs. Illustrate how the clothing a person wears at different times or for different occasions is influenced by customs.
A manufacturer of fat-free granola bars is considering targeting school-age children by positioning its product as a healthy, nutritious snack food. How can an understanding of the three forms of cultural learning be used in developing an effective strategy to target the intended market?
The Citrus Growers of America are planning a promotional campaign to encourage the drinking of orange and grapefruit juices in situations where many consumers normally consume soft drinks. Using the Rokeach Value Survey (researcher identify) “family security” (providing for loved ones) as
For each of the following products and activities listed below: a. Identify the core values most relevant to their purchase and use.b. Determine whether these values encourage or discourage use or ownership.c. Determine whether these core values are shifting, and if so, in what direction. The
Why is subcultural analysis especially significant in a country such as the United States?
Discuss the importance of subcultural segmentation to marketers of food products. Identify a food product for which the marketing mix should be regionalized. Explain why and how the marketing mix should be varied across geographic areas of the United States.
How can marketers of the following products use the material presented in this chapter to develop promotional campaigns designed to increase market share among African American, Hispanic, and Asian American consumers? The products are: (a) compact disc players, (b) ready-to-eat cereals, and (c)
In view of the anticipated growth of the over-50 market, a leading cosmetics company is re-evaluating the marketing strategy for its best-selling moisturizing face cream for women. Should the company market the product to younger (under-50) as well as older women? Would it be wiser to develop a new

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Consumer Behavior 10th edition Leon G. Schiffman, Leslie Lazar Kanuk - Solutions

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