Consumer Behavior Building Marketing Strategy 12th edition Delbert Hawkins, David Mothersbaugh - Solutions

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Describe how a pricing plan to serve the “good-buy” market segment might differ from one to serve the “low-price” segment.
What are some of the means by which frequent price communication could increase customer price sensitivity? Is higher customer price sensitivity desirable or undesirable?
What is the wheel of retailing? What are two approaches that a retailer could take to avoid being trapped by it?
Describe an example of an interactive pricing activity that would be appropriate when price is used as a background variable. Then describe an example of an interactive pricing activity that would be appropriate when price is used as a lead variable.
What is price consternation? Describe an example of an industry, besides the recorded-music industry, that is currently facing price consternation.
Describe how nonprofit organizations where basic pricing principles apply differ from those nonprofit organizations where basic pricing principles may not so well apply.
Give two examples of pricing "frustration signs," and describe how managerial attention to customer needs might point to a solution.
Explain the concept of positioning. How is a company’s positioning likely to be related to the strategic prominence of price in that company?
Give some of the items that would be on a checklist of routine pricing activities. Why are checklists particularly important when price is used as a background variable?
Provide an example of a factor that would make a long-term price elasticity higher than a short-term one. Then describe a factor that would make a long-term price elasticity lower than a short-term one.
Describe the concept of customer lifetime value. Explain how consideration of this factor could be included in the GBE formula.
Give an example of a change in the marketing environment that would have important implications for managing a product’s pricing.
Describe what could be done to make it practical to “be your own pricing consultant” when price is used as a background variable. Describe the benefits of not outsourcing pricing decisions.
Explain why achieving low costs in production and operations is a key factor in the decision to use price as a lead marketing mix variable.
Market segmentation is one of the most important parts of developing a marketing strategy. Many commercial firms provide information and services to help define and/or describe market segments. One is Yankelovich. Visit its website (www.yankelovich.com). Prepare a report on the various tools the
Explain the components that constitute a conceptual model of consumer behavior?
Discuss issues involving consumption meanings and firm attempts to influence them?
Visit the Global Media Monitor at lass.calumet.purdue.edu/cca/gmm. What information can you find that is relevant to understanding consumer behavior?
Marketers are increasingly looking at the opportunities offered by older consumers. How will the number of adults 65 and over change between 2015 and 2020? What about 2015 and 2025 (hint: visit www.census.gov and look under statistical abstract)?
What ethical and legal issues involving the interaction of consumers and marketing are currently the concern of the following? a. Federal Trade Commission (www.ftc.gov). b. Better Business Bureau (www.bbb.org).
Visit the FDA’s Center for Food Safety and Applied Nutrition (www.fda.gov/food). What food-related issues are currently of concern? While there visit the food labeling and nutrition section on food labeling (go to www.fda.gov/food/label.html - and click on Consumer Information /label information
Evaluate several of PETA’s websites (www.peta.org. www.circuses.com, www.nofishing.net, www.taxmeat.com, and www.furisdead.com). How is social marketing used to influence consumption patterns?
Evaluate Apple’s website (www.apple.com). What assumptions about consumer behavior are reflected in this website?
Define consumer behavior?
Summarize the applications of consumer behavior?
Explain how consumer behavior can be used to develop marketing strategy?
How is the field of consumer behavior defined?
What is involved in the competitor analysis phase of market analysis in Figure 1-1?
Describe the process of market segmentation.
What is marketing strategy?
What is a marketing mix?
What is a product?
What does an effective communications strategy require?
What is a price? How does the price of a product differ from the cost of the product to the consumer?
How is service defined in the text?
What is involved in creating satisfied customers?
What conclusions can be drawn from the examples at the beginning of this chapter?
Why would someone shop on the Internet? Buy an iPod? Eat at TGI Friday’s frequently? a) Why would someone else not make those purchases? b) How would you choose one outlet, brand, or model over the others? Would others make the same choice in the same way?
Respond to the questions in Consumer Insight 1-1. In Insight 1-1, how is the field of consumer behavior defined?
Of what use, if any, are models such as the one in Figure 1-3 to managers?
Describe your lifestyle. How does it differ from your parents’ lifestyle?
Do you anticipate any changes in your lifestyle in the next five years? What will cause these changes? What new products or brands will you consume because of these changes?
Describe a recent purchase you made. To what extent did you follow the consumer decision-making process described in this chapter? How would you explain any differences?
Describe several “total products” that are more than their direct physical features.
Describe the needs that the following items might satisfy and the total cost to the consumer of obtaining the benefits of the total product. a) Digital video recorder (e.g., TiVo) b) Lasik eye surgery c) Motorcycle d) SUV
Is the criticism of Nike for creating a shoe that is symbolic of success to some groups valid? Why or why not?
Robert’s American gourmet snack foods produces herbal-based snacks such as Spirulina Spirals and St. Johns Wort Tortilla Chips. According to the company president, “We’re selling like crazy. We don’t do research. We react as sort of a karma thing.” How would you explain the firm’s
What is customer value and why is it important to marketers?
What is involved in the consumer analysis phase of market analysis in Figure 1-1?
What is involved in the company analysis phase of market analysis in Figure 1-1?
The following describes how FedEx used a customized strategy to successfully target the Latin American market?
Visit the Kwintessential website (www.kwintessential.co.uk). Click on the “Cross Cultural Quizzes.” Pick several topics / countries and take a quiz. Prepare a report on what you learned.
Visit Land’s End’s various international sites (you can start at www.landsend.com). Beyond adapting to language differences, how much adapting have they done to each country? Based on your understanding of the cultural differences would you have expected more or less adaptation?
What characterizes U.S. consumers who are interested in other cultures and interested in shopping for items influenced by other cultures? (Use the DDB data in Tables 1B through 7B.). How might travel agents use this in developing marketing strategies involving international travel?a) Interested in
Visit the CIA World Factbook site (https://www.cia.gov/library/publications/the-world-factbook/). Evaluate the usefulness of this site for international marketers.
Define the concept of culture?
Describe core values that vary across culture and influence behaviors?
Understand cross-cultural variations in nonverbal communications?
Summarize key aspects of the global youth culture?
List the key dimensions in deciding to enter a foreign market?
Various holiday traditions get translated differently from country to country. Companies must understand cultural differences related to the celebration of such holidays when marketing across country.
India’s Hollywood. India is the leading movie producer and consumer in the world (the United States is a distant second). No wonder then that Indian culture is hot stuff, especially among global teens.
Visit the Michigan State University international business resources website (www.globaledge.msu.edu / index.asp). Which of the resources listed is most useful for the following (hint: the International Business Resource Desk is a good place to start)? a) Worldwide consumer data. b) Data on
What are some of the ethical issues involved in cross-cultural marketing?
What is guanxi?
What is the difference between instrumental and terminal materialism?
What are the differences between a monochronic time perspective and a polychronic time perspective?
What are demographics? Why are they important to international marketers?
What is purchasing power parity?
What is purchasing power parity? Discuss.
What is glocalization? What factors affect the need to adapt to local considerations?
What are the seven key considerations in deciding whether or not to enter a given international market?
Why should we study foreign cultures if we do not plan to engage in international or export marketing?
What is meant by the term culture?
Is a country’s culture more likely to be reflected in its art museums or its television commercials? Why?
Are the cultures of the world becoming more similar or more distinct?
Why do values differ across cultures?
The text lists 18 cultural values (in three categories) of relevance to marketing practice. Describe and place into one of the three categories two additional cultural values that have some relevance to marketing practice.
Why is materialism higher in Korea than in the United States, where given its collectivist culture one might expect materialism to be lower?
What values underlie the differences between Fiji Island and U.S. children in terms of the strategies they use to influence their parents’ decisions? What marketing implications emerge?
What are the marketing implications of the differences in the masculine / feminine orientation across countries?
What does the statement “Culture sets boundaries on behaviors” mean?
Respond to the questions in Consumer Insight 2-1.
Why do nonverbal communication systems vary across cultures?
What are the implications of guanxi for a Western firm entering the Chinese market?
To what extent do you think youth are truly becoming a single, global culture?
Will today’s youth still be a “global culture” when they are 40? Why or why not?
How do demographics affect a culture’s values? How do a culture’s values affect its demographics?
What causes the differences between purchasing power parity and income as shown in the text?
What are the major ethical issues in introducing prepared foods such as fast foods to developing countries?
How can developing countries keep their cultures from being overly Westernized or Americanized?
Cultural values can be classified as affecting one of three types of relationships—other, environment, or self. Describe each of these, and differentiate each one from the others.
How does the first of the following paired orientations differ from the second?
What is meant by nonverbal communications? Why is this a difficult area to adjust to?
Understand core American cultural values?
Use the Internet to determine the role of women in purchasing the following. a) Power tools b) Motorcycles c) Greeting cards
What characterizes individuals with a traditional view of the female role? How do these individuals differ from those with a more modern view?
Based on the data in the DDB Tables 1B through 7B, what characterizes individuals who believe that individuality is an important value to pass on to kids?
What characterizes consumers who are particularly responsive to green marketing? What are the marketing strategy implications of this?
Examine the DDB data in Tables 1B through 7B. What characterizes individuals who are active recyclers? What are the marketing strategy implications of this?

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Consumer Behavior Building Marketing Strategy 12th edition Delbert Hawkins, David Mothersbaugh - Solutions

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