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Consumer Behavior Building Marketing Strategy 12th edition Delbert Hawkins, David Mothersbaugh - Solutions
Summarize changes in self, environment, and other-oriented values?
Discuss values as they relate to green marketing?
Discuss values as they relate to cause-related marketing?
Discuss values as they relate to marketing to gay and lesbian consumers?
Discuss values as they relate to gender-based marketing?
Visit a site such as www.blogs.com. What value does it have in helping track American values? What other sites are useful for this?
Visit www.ftc.gov (FTC site that has Green Guides as well as recent modifications) and write a report about several acceptable and unacceptable advertising practices relating to green marketing.
What is a cultural value? Do all members of a culture share cultural values?
What is gender identity?
How does an ascribed role differ from an achievement role?
What are the differences between a traditional and a modern gender role orientation?
Describe a segmentation system for the female market based on employment status and gender role orientation.
What are some of the major marketing implications of the changing role of women?
Describe additional values you feel could, or should, be added to Figure 3-1. Describe the marketing implications of each.
Pick the three values you feel the authors of this book were most inaccurate in the chapter in describing the current American values. Justify your answers.
Describe the current American culture in terms of each of the 18 values discussed in this chapter.
Respond to the questions in Consumer Insight 3-1. What is a cultural value? Do all members of a culture share cultural values?
Do you believe Americans’ concern for the environment is a stronger value than their materialism?
What ethical issues do you see relating to green marketing?
Explain greenwashing and its possible role in the FTC’s revision of the Green Guides.
In which of the four categories of responders to cause-related marketing (see page 92) are you? Why?
Do you think housewives may be defensive or sensitive about not having employment outside of the home? If so, what implications will this have for marketing practice?
Develop an advertisement for the following for each of the four female market segments described in the chapter. a) Bicycles b) iPad c) Exercise equipment d) Breakfast cereal e) Vacation cruises f) Cosmetics
How is voluntary simplicity related to the materialism value? What are the marketing implications of voluntary simplicity? Do these implications vary by product class?
What is green marketing?
What values underlie green marketing?
How is enviropreneurial marketing related to new product success and market share? Link this to the value of green marketing in creating a competitive advantage.
Describe the basic conflict between the environmental movement and many businesses.
What is cause-related marketing? Why is it often successful?
What are the major decisions a firm faces with respect to the gay market?
Understand the critical role that demographics play in influencing consumer behavior?
Which demographic variables are most closely associated with the following? What would explain this association? Which contributes most to causing each?a) Working hardb) View shopping as a form of entertainmentc) View self as tech savvyd) Purchase clothes online
Using the DDB data in Table 5A, create age groups that approximate the generations described in the text. For which products and activities are there the greatest differences? Why is this the case?
Using the DDB data in Table 5A, examine how actual age and cognitive age relate (positive, negative, not relationship) to the following behaviors. Compare and contrast the effects of actual age and cognitive age. Explain any similarities and differences you find.a) Read books/magazines about
Define the concept of generations and discuss the generations that exist in America?
Explain the concept of social stratification and the role that socioeconomic factors play?
Identify and discuss the major social classes in America?
Understand how social class is measured?
Discuss the role of social class in developing marketing strategies
Which demographic variables are most closely associated with heavier consumption of the following? What would explain this association? Which contributes most to causing the consumption? (See Tables 1A through 6A.)a) Dessertb) DVD rentalc) Fast-food restaurantd) Read books/articles about health
Which demographic variables are most closely associated with ownership of the following? What would explain this association? Which contributes most to causing the ownership? (See Tables 1A through 6A.)a) Personal computerb) Individual retirement accountc) Dog
Examine the DDB data in Tables 1A through 6A. Which demographic variables are most closely associated with watching the following types of shows on a regular basis? What would explain this association? Which contributes most to causing this enjoyment?a) Newsb) Children’s showsc) Home
Describe each of the major generations in America.
What is meant by status crystallization? Is the degree of status crystallization relatively high or low in the United States? Explain.
Briefly describe the primary characteristics of each of the classes described in the text (assume a high level of status crystallization).
What is meant by the phrase class to mass and how does it relate to upward-pull?
What ethical issues arise in marketing to the lower social classes?
What are the advantages of multi-item indexes? The disadvantages?
Why is population growth an important concept for marketers?
Describe the Hollingshead Index of Social Position. Why is occupation weighted more heavily? Would this weighting hold in other cultures?
Which demographic shifts, if any, do you feel will have a noticeable impact on the market for the following in the next 10 years? Justify your answer. a) Upscale restaurants b) Botox treatments c) Prescription drugs d) Internet shopping e) Green products f) Newspapers g) Charity contributions
Given the projected changes in America’s demographics, name five products that will face increasing demand and five that will face declining demand.
Why do the regional differences shown in Figure 4-1 exist? What are the implications of such differences for marketers of products such as soft drinks?
Will the increasing median age of our population affect the general tone of our society? In what ways?
Respond to the questions in Consumer Insight 4-1. In sight 4-1, what are demographics?
Which demographic variable, if any, is most related to the following?
Respond to the questions in Consumer Insight 4-2. Insight 4-2, why is population growth an important concept for marketers?
How will your lifestyle differ from your parents when you are your parents’ age?
How could a knowledge of social stratification be used in the development of a marketing strategy for the following? a) Jeans b) Expensive jewelry c) Home security d) Organic milk e) International travel f) Habitat for Humanity.
Do you think the United States is becoming more or less stratified over time?
Do your parents have a high or low level of status crystallization? Explain.
Name two products for which each of the three following demographic variables would be most influential in determining consumption. If you could combine two of the three, which would be the second demographic you would add to each? Justify your answer. a. Income: b. Education: c. Occupation:
Name three products for which subjective discretionary income might be a better predictor of consumption than actual income. Justify your answer.
How do you feel about each of the ethical issues or controversies the text described with respect to marketing to the lower classes? What other ethical issues do you see in this area?
Name five products for which the upward pull strategy shown in Figure 4-3 would be appropriate. Name five for which it would be inappropriate. Justify your answers.
What ethical implications arise from urban renewal efforts such as those in Harlem?
What trend(s) characterizes the level of income in the United States?
What is meant by subjective discretionary income? How does it affect purchases?
What trend(s) characterizes the age distribution of the American population?
What is cognitive age? How is it measured?
What is an age cohort? Cohort analysis?
Understand subcultures and their influence on unique market behaviors?
Visit www.adherents.com. Evaluate its usefulness as an information source on the following. a) Roman Catholic subculture b) Protestant subcultures c) Jewish subculture d) Muslim subculture e) Buddhist subculture
Visit the Pew Hispanic Center website at www.pewhispanic.org. Search for “Country of Origin Profiles” and prepare a report describing the characteristics of Hispanics from two nationality groups (e.g., Mexico and Cuba).
For which products does ownership differ the most across the ethnic groups (Table 5A)? Why is this the case?
Based on the DDB data in Table 5A, which heavier-user categories have the greatest differences across the ethnic subcultures? Why is this the case?
For which types of television shows (Table 5A) do preferences differ the most across the ethnic subcultures? Why is this the case?
Use the DDB data in Table 5B to examine differences in the following characteristics across ethnic subcultures. What might explain these differences?a) Enjoy shopping for items influenced by other culturesb) Religion is a big part of my lifec) Try to maintain a youthful appearanced) When making
Analyze the African American subculture and the unique marketing aspects it entails?
Analyze the Hispanic subculture and the unique marketing aspects it entails?
Analyze the Asian-American subculture and the unique marketing aspects it entails?
Analyze the Native American, Asian-Indian, Arab American subcultures and the unique marketing aspects they entail
Describe the various religious subcultures and their implications for marketing?
Explain the role of geographic regions as subcultures?
Visit the U.S. Census website (www.census.gov). What data are available there on the following? Which of this is most useful to marketers? Why? a) Native Americans b) African Americans c) Hispanics d) Asian Americans
Use the Internet to determine the cities in the United States that have the largest population of the following. Why is this useful to marketers? a) Native Americans b) African Americans c) Hispanics d) Asian-Indian Americans e) Arab Americans
What is a subculture?
What are the basic principles that should be followed in marketing to an African American market segment?
To what extent is the Spanish language used by American Hispanics? How does language and acculturation affect Internet use among Hispanics?
Can Hispanics be treated as a single market?
Describe the three Hispanic generational groups identified by the Pew Hispanic Center.
Describe three emerging aspects that may make the Asian American population somewhat easier to target.
Why is the United States considered to be a secular society?
Describe the Roman Catholic subculture.
Describe the born-again Christian subculture.
What determines the degree to which a subculture will influence an individual’s behavior?
Describe the Jewish subculture.
Describe the Muslim subculture.
Describe the Buddhist subculture.
What is a regional subculture? Give some examples.
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