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Consumer Behavior Building Marketing Strategy 12th edition Delbert Hawkins, David Mothersbaugh - Solutions
Examine Table 5-1. Which of these differences are mainly caused by ethnicity or race and which are caused by other factors?
Do you agree that America is becoming more like a salad than a soup in terms of the integration of ethnic groups? Is this good or bad?
Do you agree with the following statement made at one point in time by a Miller Brewing representative regarding ethnicity? For what types of products is this view most correct? Least correct?
Most new immigrants to America are non-European and have limited English-language skills. What opportunities does this present to marketers? Does this raise any ethical issues for marketers?
Does a firm’s social responsibility play a role in marketing to consumers from various ethnic subcultures whose incomes fall below the poverty line? If so, what?
Respond to the questions in Consumer Insight 5-1. In Insight 5-1, what is a subculture?
Is the American culture more like a soup or a salad?
Although some of the following have very limited incomes, others are quite prosperous. Does marketing to prosperous members of these groups require a marketing mix different from the one used to reach other prosperous consumers? a) African Americans b) Hispanics c) Asian Americans
Describe how each of the following firms’ product managers should approach the (i) African American, (ii) the Hispanic, (iii) the Asian American, (iv) the Asian-Indian American, (v) the Arab American, or (vi) the Native American markets. a. Pepsi b. Target c. NBA d. Sports Illustrated
What, if any, unique ethical responsibilities exist when marketing to ethnic subcultures?
Do you agree that the United States is a secular society? Why or why not?
Describe how each of the following firms’ product managers should approach the (i) Catholic, (ii) Protestant, (iii) born-again Christian, (iv) Jewish, (v) Muslim, and (vi) Buddhist subcultures. a. Red Bull b. Wendy’s c. NBA d. Maxim magazine e. The United Way f. Dell laptops g. Facebook h.
Will regional subcultures become more or less distinct over the next 20 years? Why?
Select one product, service, or activity from each category in Table 5-3 and explain the differences in consumption for the item across the regions shown.
How large are the major ethnic subcultures in America? Which are growing most rapidly?
Describe the influence of education on the Internet use of African Americans. What are the marketing implications?
Describe the African American consumer groups found by the Yankelovich group.
Explain the concept of household types of households and their influence on consumption?
Find and describe two sites targeting children under six. What is your evaluation of these sites?
Using the data in Table 1A examine which of the following vary the most by household size. Why is this the case?a) Heavier user (general, consumption, and shopping)b) Product ownershipc) Types of TV shows watched
Repeat Question 1 for marital status?In questions 1, using the data in Table 1A examine which of the following vary the most by household size. Why is this the case?a) Heavier user (general, consumption, and shopping)b) Product ownershipc) Types of TV shows watched
Repeat Question 1 for number of children at home.In questions 1, using the data in Table 1A examine which of the following vary the most by household size. Why is this the case?a) Heavier user (general, consumption, and shopping)b) Product ownershipc) Types of TV shows watched
Using the data in Table 1B examine the relationship between number of children at home with each of the following statements. For each explain the possible underlying cause(s).a) Religion is a big part of my life.b) When making family decisions, consideration of the kids comes first.c) Willing to
Summarize the household life cycle’s various stages and marketing implications?
Understand the family decision process?
Describe the role that households play in child socialization?
Explain the sources of ethical concern associated with marketing to children?
Visit one of the sites listed below. Evaluate the effectiveness of the site in terms of marketing to children and the degree to which it represents an ethically sound approach to marketing to children.a) www.kelloggs.comb) www.fritolay.comc) www.warnerbros.comd) www.crayola.come) www.nabisco.comf)
Visit one of the sites listed below. Evaluate the effectiveness of the site in terms of marketing to children and the degree to which it represents an ethically sound approach to marketing to children. What ages is it best suited for? a) www.kids.gov b) www.pbskids.org c) www.disney.com d)
Prepare a report on the information available on the Internet concerning the percent of the U.S. population that is in each stage of the household life cycle Provide the addresses for all sites used.
Search Canadian government Websites and compare the U.S. Census household definitions with those of the Canadian government. Which country seems to be best adapting to the evolution of household structures?
What is meant by family decision making? How can different members of the household be involved with different stages of the decision process?
How does family decision making differ from most organizational decision making?
The text states that the marketing manager must analyze the family decision-making process separately within each target market and for each product. Why?
What factors influence involvement of a household member in a purchase decision?
How do family members attempt to resolve conflict over purchase decisions?
What is consumer socialization? How is knowledge of it useful to marketing managers?
What are Piaget’s stages of cognitive development?
What do we mean when we say that children learn consumer skills, consumption-related attitudes, and consumptions-related preferences?
What processes do parents use to teach children to be consumers?
Describe each of the five stages children go through as they learn to shop at stores.
What ethical issues arise in marketing to children?
Respond to the questions in Consumer Insight 6-1. In insight 6-1, the household is described as “the basic consumption unit for consumer goods.’’ Why?
Rate the stages of the household life cycle in terms of their probable purchase of the following. Justify your answers. a) Designer jeans b) Trip to Cancun c) Diapers d) Breakfast bars e) Contributions to SPCA f) Golf clubs
Pick two stages in the household life cycle. Describe how your marketing strategy for the following would differ depending on which group was your primary target market. a) Minivan b) Razors c) Broadway show d) Casino
Do you think the trend toward nonfamily households will continue? Justify your response.
What are the primary marketing implications of Table 6-1?
How would the marketing strategies for the following differ by stage of the HLC (assume each stage is the target market)? a) Cell phone b) Scuba gear c) Power tools d) Children’s toys e) Detergent f) Colleges
What are the marketing implications of Figure 6-4?
What type of the following would be best suited for each cell in Table 6-2? a) Hotel b) Television program c) Restaurant for the entire household d) Lawn mower
How does a nonfamily household differ from a family household?
How can a marketer use knowledge of how family members seek to resolve conflicts?
Describe a recent family purchase in which you were involved. Use this as a basis for completing Table 6-3 for a marketer attempting to influence that decision.
Respond to the questions in Consumer Insight 6-2. In insight 6-2 what is a traditional family? Can a single-parent family be a nuclear family?
Are Piaget’s stages of cognitive development consistent with the five stages of learning to shop that McNeal identified?
How has the distribution of household types in the United States been changing? What are the implications of these shifts?
What is meant by the following statement: “Each stage in the household life cycle poses a series of problems that household decision makers must solve’’?
Describe the general characteristics of each of the stages in the household life cycle.
Describe the HLC/Occupational Category matrix. What is the logic for this matrix?
Explain reference groups and the criteria used to classify them.
Find and describe evidence of market maven and/or opinion leadership on the Internet.
Use the DDB data (Tables 1B through 7B) to determine the characteristics of new-product innovators. Why is this the case? What are the marketing implications?
What are the characteristics of those who like to “play it safe” by sticking with well-known brand names (Tables 1B through 7B)? How do these consumers compare with the innovators you found in Question 1?
Discuss consumption subcultures, including brand and online communities and their importance for marketing.
Summarize the types and degree of reference group influence.
Discuss within-group communications and the importance of word-of-mouth communications to marketers.
Understand opinion leaders (both online and offline) and their importance to marketers?
Discuss innovation diffusion and use an innovation analysis to develop marketing strategy?
Find a consumption-based group or subculture that uses the Internet as one means of communication. What can you learn about this group by monitoring the Internet?
Join an online social networking site of your choosing (e.g., MySpace, Facebook, LinkedIn). Observe and/or participate for a week. Write a report that examines the various strategies that marketers are using on this site?
How does a group differ from a reference group?
What five factors determine the strength of reference group influence in a situation?
How can a marketer use knowledge of reference group influences to develop advertising strategies?
What is an opinion leader? How does an opinion leader relate to the multistep flow of communication?
What characterizes an opinion leader?
How does a market maven differ from an opinion leader?
Explain the role of enduring involvement in driving opinion leadership?
How can marketing managers identify opinion leaders?
How can marketers utilize opinion leaders?
What is buzz? How can marketers create it?
What is a blog?
What is the diffusion process? What pattern does the diffusion process appear to follow over time?
Describe the factors that affect the diffusion rate for an innovation. How can these factors be utilized in developing marketing strategy?
What are adopter categories? Describe each of the adopter categories. a. Innovators: b. Early Adopters: c. Early Majority: d. Late Majority: e. Laggards:
How can a marketer use knowledge of adopter categories to develop marketing strategy?
Respond to the questions in Consumer Insight 7-1. In insight 7-1, how does a group differ from a reference group?
Using college students as the market segment describe the most relevant reference group(s) and indicate the probable degree of influence on decisions for each of the following: a) Brand of toothpaste: b) Purchase of hybrid car: c) Purchase of breakfast cereal: d) Becoming a vegetarian: e)
What is a dissociative reference group? In what way can dissociative reference groups influence consumer behavior?
Could Asch-type situation be used to sell the product or activity?
Describe two groups to which you belong. For each, give two examples of instances when the group has exerted (a) informational, (b) normative, and (c) identification influence on you.
Develop two approaches using reference group theory to reduce drug, alcohol, or cigarette consumption among teenagers.
What ethical concerns arise in using reference group theory to sell products?
Describe a consumption subculture to which you belong. How does it affect your consumption behavior? How do marketers attempt to influence your behavior with respect to this subculture?
What is an aspiration reference group? How can an aspiration reference group influence behavior?
Answer the following questions for: (i) Dyson bladeless fan, (ii) space flight, (iii) cell phone-based GPS.
Identify a recent (a) continuous innovation, (b) dynamically continuous innovation, and (c) discontinuous innovation. Justify your selections.
Conduct a diffusion analysis and recommend appropriate strategies for the innovation shown in Illustration 7-10.
Assume that you are a consultant to firms with new products. You have members of the appropriate market segments rate innovations on the 10 characteristics described in Table 7-3. Based on these ratings, you develop marketing strategies. Assume that a rating of 9 is extremely favorable (e.g.,
What is a consumption-based group or a consumption subculture? What are the characteristics of such a group? How can marketers develop strategy based on consumption subcultures?
What is a brand community? What are the characteristics of such a group?
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