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Consumer Behavior Building Marketing Strategy 12th edition Delbert Hawkins, David Mothersbaugh - Solutions
How can a marketer foster a brand community?
What is an online social network site? What are the guidelines for marketers operating in online communities and social networking sites?
Describe the nature of perception and its relationship to consumer memory and decisions?
Explain exposure, the types of exposure, and the resulting marketing implications?
Explain attention, the factors that affect it, and the resulting marketing implications?
Explain interpretation, the factors that affect it, and the resulting marketing implications?
Discuss how perception can enhance strategies for retailing, branding, advertising, and packaging?
Visit one of the following websites. Evaluate the site on the principles of perception covered in this chapter. www.vonage.com www.skyy.com www.toyota.com www.excite.com www.cyberpet.com
Visit the following blog (or other sites if you can find them) which track and comment on recent product placements (http//: movieproductplacement.blogspot.com/). What comments and evaluations are being made about the placements? What criteria do people seem to be using to evaluate the placement?
Examine the DDB data in Tables1B through 7B. What characterizes a person who avoids buying products advertised on shows with sex or violence? Why is this the case? What does it suggest about the importance of programming context?
Marketers often use intriguing headlines or attractive models to attract attention to their advertisements. How effective is this tactic?
What is information processing? How does it differ from perception?
What is a contextual cue? Why is it of interest to marketers?
What is meant by subliminal perception? Is it a real phenomenon? Is it effective?
What determines how an individual will interpret a given stimulus?
What is the difference between cognitive and affective interpretation?
What is the difference between semantic and psychological meaning?
What is sensory discrimination? What is a just noticeable difference (j.n.d.)?
What is meant by exposure? What determines which stimuli an individual will be exposed to? How do marketers utilize this knowledge?
What is a consumer inference? Why is this of interest to marketers?
How does a knowledge of information processing assist the manager in the following: a) Formulating retail strategy? b) Developing brand names and logos? c) Formulating media strategy? d) Designing advertisements? e) Package design and labels?
What is co-branding? Is it effective?
What is cross-promotion retail strategy? Provide two examples?
How can rhetorical figures enhance attention?
What is a smart banner? How does this relate to selective attention?
What is ambush marketing?
Given that smoking scenes in movies increase the positive image and intention to smoke among youth, what regulations, if any, should apply to this?
What are zipping, zapping, and muting? Why are they a concern to marketers?
How could a marketing manager for (a) the Salvation Army, (b) smart phones, (c) Qdoba Mexican Grill, (d) Lucky Jeans, or (e) Belkin Wi-Fi equipment use the material in this chapter to guide the development of a national advertising campaign (choose one)? To assist local retailers or organizations
Respond to the questions in Consumer Insight 8-1. In Insight 8-1, what is information processing? How does it differ from perception?
Hershey recently created a line of upscale chocolates called “Cacao Reserve by Hershey’s.” The company created fancy packaging, priced the product at the high end and did little mass marketing for its new product. Initial sales were disappointingly slow even though the premium chocolate
Pick three brand names that utilize a morphemic approach and three that utilize a phonetic approach. Are the morphemes and phonetics consistent with the overall position of these brands?
Evaluate the in-text ads in Illustrations 8-1 through 8-10. Analyze the attention-attracting characteristics and the meaning they convey. Are they good ads? What risks are associated with each?
Develop three co-branded products; one that would be beneficial to both individual brands, one that would benefit one brand but not the other, and one that would benefit neither brand. Explain your logic.
What are infomercials? How effective are they?
What is ad avoidance? How is DVR technology affecting it? How are marketers dealing with this phenomenon?
What is meant by attention? What determines which stimuli an individual will attend to? How do marketers utilize this?
What stimulus factors can be used to attract attention? What problems can arise when stimulus factors are used to attract attention?
What is information overload? How should marketers deal with information overload?
Describe the nature of learning and memory?
Explain the types of memory and memory’s role in learning?
Distinguish the different processes underlying high- and low-involvement learning?
Summarize the factors affecting information retrieval from memory?
Understand the application of learning to brand positioning, equity, and leverage?
Visit one of the following websites. Evaluate the site in terms of its application of learning principles. www.chipotle.com www.motorola.com www.dior.com www.joltenergy.com
Evaluate the following three websites in terms of their ability to create/support a good brand image and product position. www.minicooper.org www.toyota.com/yaris/ www.bmw.com
What is episodic memory and how does it relate to flashbulb memory?
Describe low-involvement learning. How does it differ from high-involvement learning?
What do we mean by cognitive learning, and how does it differ from the conditioning theory approach to learning?
Distinguish between learning via classical conditioning and learning that occurs via operant conditioning.
What is iconic rote learning? How does it differ from classical conditioning? Operant conditioning?
Define modeling.
What is meant by analytical reasoning?
What is meant by stimulus generalization? When do marketers use it?
Define stimulus discrimination. Why is it important?
Explain extinction and retrieval failure and why marketing managers are interested in them.
What factors affect the strength of learning?
How does self-referencing relate to strength of learning and retrieval?
What is memory interference and what strategies can marketers use to deal with it?
Why is it useful to match the retrieval and learning environments?
What is a brand image? Why is it important?
What is product positioning? Repositioning?
What is perceptual mapping?
What is brand equity?
What does leveraging brand equity mean?
Define short-term memory and long-term memory?
How would you determine the best product position for the following? a) A brand of tablet computer b) A cell phone targeting children c) A local animal shelter d) A line of power tools targeting women e) A brand of toothpaste
Is low-involvement learning really widespread? Which products are most affected by low-involvement learning?
In what ways, if any, would the brand images you described in response to the previous question differ with different groups, such as (a) middle-aged professionals, (b) young blue-collar workers, (c) high school students, and (d) retired couples?
Evaluate the Illustrations 9-1 through 9-5 in light of their apparent objectives and target market.
Respond to the questions in Consumer Insight 9-2. In Insight 9-2, what is memory?
How does a schema differ from a script?
Define motivation and summarize the motivation sets put forth by Maslow and McGuire?
Some people feel (and act) more self-confident than others. Based on the DDB data (Tables 1B through 7B), what factors are most characteristic of highly confident individuals? Which of the Big Five personality dimension does self-confidence relate most to and what are the marketing implications of
Articulate motivation’s role in consumer behavior and marketing strategy?
Define personality and the various theories of personality?
Discuss how brand personality can be used in developing marketing strategies?
Define emotions and list the major emotional dimensions?
Discuss how emotions can be used in developing marketing strategies?
Monitor a hobby- or product-based interest group for a week. What types of motives and emotions are involved with the activity or product? What are the marketing implications of this?
Examine the DDB data in Tables 1B through 7B. What characterizes someone who wants to look a little different from others? Which factors contribute most? Which of McGuire’s motives does this most relate to and what are the marketing implications of your findings?
What characterizes someone who views shopping as a form of entertainment (Tables 1B through 7B)? Which factors contribute most? How do your findings relate to the information presented in Consumer Insight 10-1?
Describe regulatory focus theory.
How can knowledge of personality be used to develop marketing strategy?
What is an emotion? What are the basic dimensions of emotion?
What factors characterize emotions?
What is consumer gratitude, and what outcomes are associated with this emotion?
How do marketers use emotions in product design and advertising?
What is meant by a motive hierarchy? How does Maslow’s hierarchy of needs function?
What is coping and what are the general types of coping mechanisms used by consumers?
How could Maslow’s motive hierarchy be used to develop marketing strategy for the following? a) American Bird Conservancy, b) Redkin shampoo, c) Purell hand sanitizer, d) Chipotle Mexican Grill, e) Blackberry, f) Crest whitestrips.
Do marketers create needs? Do they create demand? What ethical issues are relevant?
Respond to the questions in Consumer Insight 10-1 In Insight 10-1, What is a motive?
How might knowledge of personality be used to develop an advertising campaign for the following? a) Rainforest Action Network (an environmental group), b) Smart phones, c) American Express financial services, d) Ready-to-drink iced tea, e) J. Crew women’s shoes, f) Clinique cosmetics.
How would the media preferences of those on each end of the consumer need for uniqueness continuum differ?
Describe each level of Maslow’s hierarchy of needs.
How would the shopping behaviors of those on each end of the ethnocentrism continuum differ?
How would you use emotion to develop marketing strategy for each of the following? a) Visa card use, b) Sky diving, c) Orthodontist, d) Silk (soy milk), e) Honda Civic Hybrid, f) Iceland.
Describe each of McGuire’s motives.
Describe attribution theory.
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