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CB4 4th Edition Barry J. Babin, Eric Harris - Solutions
1. Using the basic consumption process displayed in Exhibit 1.1, illustrate how a consumer “consumes” eyewear. 2. Do you think Vous Vois Vision should adopt a product, production, or market orientation? Explain why. 3. Almost any business involves some ethical questions. In this case, discuss
List three main reasons why consumer behavior is such an important topic to understand.
How can consumer behavior contribute to public policy?
What two basic approaches to studying (i.e., researching) consumer behavior are discussed in this chapter? How do they differ?
What is meant by the phrase, “consumer behavior is dynamic?”
How is the fact that communication media preferences are changing affecting consumer behavior and the effective use of consumer behavior in business?
Review the following situations, and discuss the relevance of consumer behavior to explain each scenario: • A student selling a textbook back to the college bookstore • A student purchasing a value meal from an on-campus fast-food stand • A family purchasing a new home • A corporate CEO
Do some research on the Internet on the following multi-national companies: • Tesco • Auchan • Lotte Department Store • Walmart • Sephora • Exxon Based on the descriptions of these companies found on the Internet, which way of treating customers do you believe each has adopted? Which
Define consumer behavior from both perspectives.
List each stage in the consumption process, and briefly describe this process.
What is consumption? Provide three examples of something you have “consumed” recently, and illustrate the concept of consumption with each example.
Explain the interrelationships between economics, psychology, marketing, and consumer behavior.
What role does competition play in determining the way in which consumers are treated in the marketplace?
Define consumer orientation. How do firms become consumer oriented?
Think about a consumer on a business trip out of town. What “touchpoints” take place during a typical day in a hotel for a business traveler?
In 2001 when Grace Hawthorne, CEO, and Shoshana Berger, Editor-in-Chief, came up with their idea for ReadyMade there were no other publications with their unique do-it-yourself (DIY) theme. ReadyMade was to be a magazine about fun and creative projects for the home. Since its development, the
The Toledo Mud Hens are a Minor League baseball team inspired by the poem Casey at the Bat. The baseball team is positioned as a family entertainment brand. Although the team has historically strong players and performs well during the baseball season, the major focus of the positioning strategy is
1. The Consumer Value Framework (Exhibit 2.1) lists consumer psychology, consumer personality, the social environment, and situation as internal and external influences on consumption. How have these influenced the consumer behavior mentioned in this case study? How does organic food provide
1. Define marketing and consumer behavior. Provide your own definition (not the textbook definition) of consumer behavior. How can consumer behavior be applied to your life experiences? 2. Compare/contrast human behavior and consumer behavior. Why do marketers study consumer behavior? What
1. Visit the CVS/pharmacy website (www.cvs.com). What other benefits does CVS provide to ExtraCare customers? Provide examples of both utilitarian and hedonic value. 2. Suppose a major competitor launches their own customer value card program. How might CVS respond? What recommendations would you
What is a perceptual map? What are the dimensions of a perceptual map?
What is meant by product positioning?
List at least three ways in which a firm can use a perceptual map to analyze a given consumer market.
How do marketing firms assess the value of a given customer?
Assume that someone wishing to start a band in your town has come to you for advice on positioning the band to be a commercial success. Using the Customer Value Framework and your knowledge of positioning, what factors do you think would ultimately explain how or if the band will be successful?
List three examples of products you have consumed that provide high utilitarian value. List three examples of items that provide high hedonic value. Think of at least one product or brand that you would associate with both high utilitarian and hedonic value.
Define and distinguish marketing strategy, corporate strategy, and marketing tactics, and provide examples. You may consult the Internet for names of well known marketing firms.
What is the total value concept? Can you use the total value concept to explain why Callaway golf or Starbucks are such successful companies?
Consider the customers visiting a Mega-Plex Movie Theater playing 18 different movies. Use this thought to illustrate both market segmentation and product differentiation. How do these two marketplace characteristics influence the value received by these customers?
1. Aside from offering good prices, how does evogear.com offer value to the consumer? 2. Evo has opened a large brick-and-mortar store/community art space in Seattle, Washington. Go to culture.evogear.com/ category/seattle/ to learn more about what the store offers. Do you think this store will
1. Explain what is meant by relationship marketing. How many touch points were illustrated in the video? 2. What is the value of a North Face jacket? Does the salesperson in the video clearly communicate the value of the jacket? Explain your answer. 3. List the internal influences and external
1. Why does Culver’s use a phrase like “quick service” rather than “fast food” to describe their food service? 2. Why is a high-level of customer service such an important part of Culver’s business model? Culver’s is an American style hamburger and ice cream family-owned restaurant
1. Several advertising agencies are competing for the Golf Buggy account. Most are recommending communications that are consistent with an intentional method of learning. However, one agency is suggesting a behavioral or unintentional learning campaign. Should Gold Buggy give serious consideration
Define exposure in a consumer behavior context. Provide five examples of marketing stimuli (products, advertisements, environments) that you have been exposed to within the last day or two.
How might the JND apply to the following situations? • Radio advertising • Price promotion • Internet promotion • Quality control • International marketing
Explain under what conditions a marketer might believe that an advertising execution involving mere exposure might effectively cause consumers to “learn” to like a product. How would a researcher test to see whether the mere exposure effect held for brand logos?
Define attention. What are ways that consumer attention can be enhanced?
Compare and contrast the following terms: • Intentional learning • Unintentional learning • Behavioral learning • Information processing • Classical conditioning • Instrumental conditioning
Given the way that mere exposure can influence likeability, are attempts to use the mere exposure effect through advertising or product placements in television shows and movies ethical? Explain your choice.
Mix a concoction of 10 percent 7-Up or Sprite (or similar clear beverage) and 90 percent apple juice. Have two different consumers try the concoction. For one, ask them to try this new “soft drink.” For the other, ask them to try this new “fruit drink.” Do you get the same reaction? Explain
Define learning within a consumer context. Provide an example of something you have learned as a consumer.
A box feature in the chapter talks about watches that smile at you. Using the perceptual process, explain how a smiling product might lead to a more favorable reaction. Do you think that a smiling product would be equally effective for all types of products? How much could one change the time of a
Provide three examples each of how consumers might learn through explicit and implicit memory.
How does the JND differ from the absolute threshold?
1. Given that most of a magazine’s revenue comes from ads, would you be willing to turn down a large consumer advertiser because your readers may disagree with their product or business practices? Discuss the ethical, PR, and financial implications of your decision. 2. What challenges do
RJ Julia Booksellers is an independent bookstore with a focus on direct customer interaction. Owner Roxanne Coady has found that in order to really connect people with the right book, you must get involved in their lives to a certain degree. She also feels strongly that a book recommendation should
1. How important is the country of origin to consumers’ comprehension of designer products like those sold by Antonio’s company? 2. Play the role of the VP-Marketing. What would your reaction be? How could knowledge that the bag is produced in China potentially harm or enhance the brand? 3.
What is comprehension? What are the three categories of factors that affect consumer comprehension? Provide an example of each.
Look for marketing messages in either print advertisements or on the Internet. Find one that you believe illustrates a successful way in which to get consumers to chunk information for better recall later. Explain your reasons.
What is an associative network? Why do you believe it is sometimes called a semantic network? Where are associative networks located?
Are any of the brands listed in Question 14 a category exemplar or prototype, as shown in Exhibit 4.10? Might any be involved in nostalgic rumination?
In Chapter 3, the concept of assimilation–contrast was discussed. What is the relevance of this theory of categorization in comprehending how consumers accept or reject new brand extensions (new products sold under an existing brand name)? For instance, if Honda introduced a laptop computer,
Prepare a short position statement that describes your agreement or disagreement with the following statement: “All product safety labels should be presented in multiple languages (at least the three most common languages in the area) and without the use of colors.”
Ask a few consumers that you know if they know what a torrent is and what it is used for. If you are unfamiliar with this term, search a torrent site on the Internet to find out what it is. How do new product concepts come to be defined? Are there times when the script associated with using some
A manufacturer of recreational boats is purchasing advertisements in The Wall Street Journal. They believe this is a good way to reach an important target market and educate them about the advantages of their boats. In particular, the company is trying to decide whether the ad should contain color
What advice would you have for a marketing company that is considering the use of avatars (animated people-like images) on their website? Lead this exercise in the context of trying to help consumers to comprehend the content of the site.
What message receiver characteristics affect comprehension of a message?
Define the concepts of habituation and adaptation level. How might these concepts explain why one consumer considers Walmart to be a discount store while another considers it to be a department store? How might these concepts explain the different value that consumers from different parts of the
What three storage areas are responsible for memory? Describe each in terms of its duration and capacity. Where is meaning attached to stimuli?
What processes do consumers use in order to learn by making associations with meaning?
Cold Stone Creamery had a goal of being the number one best-selling ice cream brand in North America by December 31, 2009. Cold Stone Creamery has expanded into Japan and Korea with great success. Baskin-Robbins oversaturated the market in Japan with presence in this region for more than 30 years.
The Putting Lot is a community mini-golf course on a former vacant lot founded with the intention of sustaining an existing community while helping it to transition towards new developments. The nine-hole course is designed around themes of urban sustainability. The one-summer project quickly drew
1. How do teens create value through coolness of the product? 2. Teens respond to something “cool,” but “cool” keeps changing. So, if you’re a marketer, how do you find “cool?” 3. Teens certainly appear to be a difficult demographic group to get hold of. What is different about this
Construct a set of semantic differentials that measures emotions by using a PAD approach.
Ask 3 friends about their social networking behavior. Define flow. Do you think any are obtaining flow experiences from Facebook or other social networking Internet activities? Do they show any signs of addiction?
What advantage do marketers have when dealing with consumers who are highly expressive emotionally?
What is emotional contagion? Do you think it could affect the schema-based affect for some type of service provider? Explain.
Obtain student opinions on the following statement: Maslow’s hierarchy of needs is constant across the Earth. The categories are the same everywhere, and consumers everywhere attempt to pursue these needs in much the same way.
How are needs and motivations related? Give an example from your own recent experiences as a consumer that illustrates this point.
What is Maslow’s hierarchy of needs? List each category of needs in order, and provide an example of products associated with each.
Can Maslow’s hierarchy of needs be used to offer a possible explanation as to why some consumers will resort to behaviors such as shoplifting, fraud, or outright theft?
Explain the difference between hedonic and utilitarian motivation. Provide examples of each.
How are emotions and value linked together?
Consider the list of products below. Do you think that emotions play a role in consumption related to these products, and do these emotions influence value? • Buying a new sports car • Going off to college • Visiting the health clinic when ill • Buying life insurance • Drinking a Mountain
This video describes the case of the jetBlue airline which has been quite successful in the competitive and ailing airline industry. The airline has striven to cut costs in major ways (through very efficient operations) in order to provide high levels of customer benefits (i.e., leather seats,
The Smart Car was originally developed for the European car market, where small, fuel-efficient cars are more common. Before the company could introduce the Smart Car to American consumers, marketers needed to understand how they could help a U.S. audience see beyond the car’s unusual appearance
1. How can the use of a celebrity endorsement have a positive impact for Latonia and a negative impact for Jon-Michael? 2. To maximize value in the shopping experience, what attributes about shopping and the product should be emphasized if one were marketing to Latonia? What attributes about
What is meant by the term personality? What are the major approaches to studying the human personality?
Describe the automobile that would likely be chosen by a recent college graduate who is in his early twenties, single, has his first good-paying job, enjoys partying with friends, and considers himself to be stylish. What choice would you make for a 62-year-old married man who is conservative,
Visit a popular “matchmaking” website, such as www.eharmony.com. What are your thoughts about such a site? These sites use various algorithms and techniques to match consumers on personality profiles.
*Visit a couple of retail outlets that you tend to regularly shop at (for example, Hollister, PacSun, American Eagle, etc.). How does self-congruency principles apply to your decision to shop at these stores?
Discuss the ways in which Freud’s psychoanalytic approach may be used in studying consumer behavior. In what ways can the approach be applied to the construction of marketing communications?
Compare and contrast psychoanalytical personality theory approaches with the trait factor theory of personality. Which is more appropriate when studying consumer behavior?
In what situations do you think the materialism trait emerges most visibly? What types of products are bought by materialistic people? Think of examples of specific brands or products from various product categories that might be purchased by materialistic people.
Based on what you’ve read in this chapter, do you think that you have a high need for cognition? What types of advertisements would be most effective for people who do have a high degree of this trait? What would you suggest to advertisers who are trying to reach these consumers?
Do you believe that superstition can be considered to be a trait? Do you consider yourself to be superstitious? Do you know of anyone who you think is very superstitious? Have any superstitions affected your behavior as a consumer?
Define psychographics. How are psychographics used in marketing strategy?
What are the various dimensions of the self-concept? Describe each of these dimensions as they pertain to you personally.
How does the self-concept relate to body presentation? In what ways do marketers try to appeal to the dimensions of the self-concept through advertisements?
This video focuses on the selling of a high involvement product for a particular life style segment. It demonstrates how a highly committed and motivated sales force can create excellent customer service and high levels of customer satisfaction. This is important because Wheelworks relies on
Founded on the basic principle of simple, no-fuss flying with a high-level of staff positive attitude, Southwest Airlines (SWA) remains one of this country’s highest rated businesses in terms of both work culture and customer service. However, in the current economic downturn, and the
1. Do purchasers of the Can-Am Spyder have utilitarian motivations? Hedonics ones? Both? 2. BRS states that it delivers “paradigm-shifting vehicles that push the envelope”. Considering a prospective customer’s existing product schema for a motorbike, discuss the implications for cognitive
1. What function or functions does Mei Li’s attitude toward the advertisements that line the street where she lives play? 2. Using the psychoanalytic approach to motivation, how does Mei Li deal with the advertisements that surround her? 3. What effect do these Western ads appear to be having on
1. Why do you think zipped commercials can still impact a viewer? 2. How should once judge the effectiveness of television commercials? Is recognition and recall of the brand name enough? What other measures would you suggest? 3. What are ways advertisers could counteract the effects of zipping?
1. If you are in charge of the marketing strategy for Coca-Cola BlãK in America, who should be your target consumers? Why? 2. What kinds of advertising messages would appeal to the target consumer to cause an attitude change toward Coca-Cola BlãK? 3. Compared to ordinary Coca-Cola, Coca-Cola
What are the major attitude change theories?
In what ways do you think the Elaboration Likelihood Model applies to a recent ad that you have seen? If you are highly involved with a particular product, do you care about the expertise of who is delivering a message? Would you have the same attitude if you are not involved with the product? What
Summarize the major types of message appeals and source effects. Describe products that are often advertised using the various message appeals.
What are the various components to attitude? How are they different from each other?
Using your own examples, explain the four functions of attitudes that are presented in this chapter.
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