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CB4 4th Edition Barry J. Babin, Eric Harris - Solutions
What is meant by the hierarchy of effects? Differentiate between the high-involvement, low-involvement, experiential, and behavioral influence hierarchies. In what situations are you most likely to observe each hierarchy at work?
What are the components of the attitude-toward-the-object model? What are the components of the theory of reasoned action?
How does the theory of reasoned action approach differ from the attitude-toward-the-object approach?
1. Which of the four common bases for segmenting consumer markets does Numi use to divide up the overall market tea products? 2. Would you classify Numi Tea’s marketing strategy as “concentrated”? If so, what are the plusses and minuses of using such a strategy in today’s market? 3. How
1. What were Jim’s motivations in the video? 2. Define perception. What were Jim’s perceptions about the one bedroom apartment versus the studio apartment? 3. Using the general hierarchy of motivation (Maslow’s hierarchy of needs), where would Jim’s new apartment fall on the hierarchy?
Raleigh Bicycle is a bicycle manufacturing company founded in 1887 in Nottingham, England. When the “Lance Armstrong effect” towards lighter, faster bikes began to dominate the cycling market, Raleigh needed a way to differentiate its products. Historically Raleigh is known for producing a
1. According to the text, consumer culture is defined as the commonly held societal beliefs that define what is socially gratifying. How does this case defy commonly held societal beliefs in American consumer culture? What CSV dimensions are most involved? 2. Imagine yourself as the store manager
What are the basic elements of nonverbal communication?
For the following societies, do you believe that verbal or nonverbal communication is more important? Hawaiian culture Canada Indonesia Australia Mexico Nigeria
Use the Internet to find the consumer corruption indices for various nations (see www.transparency.org). Why do these values differ so greatly from nation to nation? How would this factor into the idea of cultural distance? Do you believe it would be ethical to do business in one of the more
Culture affects the value of consumer behaviors. Consider the differences in American consumers versus Chinese consumers. Contrast the value that consumers in these countries might typically desire in the following products: • Automobiles • Rolex watch • Notebook computer • Ruth’s Chris
Define cultural norms and cultural sanctions. Suppose an American student is invited to study in South Korea. How might norms and sanctions help the student understand how to behave in common consumer situations, such as in a restaurant or on a break from studies?
Define role expectations. How does pop culture influence role expectations?
List and briefly describe each of the five dimensions of CSVs.
Using the Hofstede website discussed in the chapter, compute the cultural distance between the United States and Mexico. Then, compute the cultural distance between the United States and Ireland. (Note: Mexico and Ireland are rated on only four dimensions, so there is no LTO score.)
What does the term consumer socialization mean? In what ways do consumers become socialized to behavior in a given culture?
In the twenty-first century, startups can become global businesses much faster than in anytime in history. So, while new companies are forging their way domestically, they may also experience an added layer of challenges from trying to enter global markets at the same time. In this final video
Ben & Jerry’s premium ice cream was founded in 1978 with little more than $12,000 and an old-fashioned rock-salt ice cream maker. Today it is one of the most successful brands on the market. Part of the company’s success lies in its clearly defined brand image as a super-premium product with a
What are microcultures and how do they differ from culture?
Ask fellow students what occupations they hope to one day secure. How would you describe the social class that applies to these occupations? Also, ask your classmates if one reason for going to college is to achieve a higher social class.
What does it mean that culture is hierarchical?
What is meant by the term “the nine nations of North America?”
To what extent do microcultures play a role in consumer behavior outside of the U.S.?
How is the middle class microculture evolving in various regions of the world?
What is meant by the term demographic analysis?
What are some major cultural and demographic trends?
1. Describe the microcultures that Flight 001 is targeting with the product lines that it sells? 2. How does Flight 001 reach customers in these microcultures? Brad John and John Sencion, co-founders of Flight 001 [pronounced “Flight One”], began developing their business plan on an airplane
Peet’s Coffee and Tea has focused on building relationships and founding a community since it’s founding. In 1966 Alfred Peet opened a coffee shop in Berkley, California where he roasted coffee beans using techniques he learned in his native Holland. The shop soon became a place for the
1. Do you think that society expects retired people to stay busy? Explain and give examples. 2. Do you have examples of busy retired people in your own family? Are these family members expected to be available to help out as needed? If so explain what you’ve seen in your own family. What is the
1. How did enlisting Fiskateers help the brand? 2. How can a company like Fiskars gain the most out of a WOM program? What obstacles may have to be overcome internally? 3. How do you measure WOM success? 4. Why do people, in particular young women, want to be part of an online interest group such
1. What types of ethical issues about marketing space exploration might concern you as a consumer? How would you help NASA create ethical standards for marketing space? Explain. 2. After someone has traveled to space and returned, why would someone want to repeat the experience? How will Spaceport
1. Discuss the various reference groups that have influence over Maxwell’s appreciation (or lack of appreciation as the case may be) of The Beatles and their music. 2. Discuss the importance of word-of-mouth marketing as part of what has made The Beatles into THE BEATLES. 3. What part might
1. Why did a brand community develop around the Newton? 2. Why did the Newton brand community thrive after Apple abandoned the Newton? 3. Could the Newton brand community have existed without the Internet? Why or why not?
What are the differences between primary and secondary reference groups? What primary and secondary groups do you belong to?
How does WOM influence consumers? Why isn’t all WOM equally influential? What type of WOM has the greatest impact on consumers?
How does the Internet help consumers to spread word-of-mouth?
How does sex orientation influence the ways in which household decisions are reached?
Ask a group of friends what reference groups they consider to be most influential in their lives. Compare these to groups that are influential to you. Are they the same? If not, in what ways are they different? Ask the same question to members of a different demographic group, like your parents.
Locate two advertisements that use references groups to target you as a consumer. What types of reference groups are they using? Are they effective? Why or why not?
Write down the various power bases that you think your parents or immediate family members hold over you. In what ways do you yield to the power they exert? Or, do you resist the power they try to exert over you? If so, explain.
What are the differences between formal and informal reference groups? What formal and informal groups do you belong to?
How do reference groups influence value?
What are the various power bases of reference groups?
How are coercive and legitimate power related to one another?
How do the various power bases emerge in an online social networking setting? Or, do they?
Distinguish between the informational, utilitarian, and value-expressive influence of reference groups.
How does the value-expressive influence emerge for you in one of the reference groups to which you belong?
1. What makes TRU’s research so important? 2. In what way is the company unique? 3. How does TRU help its customers understand their target market and create effective marketing strategies? Cell phones, surfing gear, X-treme sports, video games—these are just some of the lucrative markets where
1. Explain the concept of consumer culture. How does it impact a business dinner in the United States? 2. What would the expected cultural norm be for the upcoming business dinner that Vanessa’s company is hosting?
Murray’s Cheese is dairy retailer that has grown in recent years from a single counter to a multi-store, wholesale business with a partnership with a large chain of grocery stores. One of the keys to Murray’s success lies in its employees who do more than just sell cheese. Counter mongers walk
What exactly are situational effects on consumer behavior? Provide at least three examples of ways in which situational effects influence your own consumer behavior. Provide at least one example of how situations influence brand preference, one example of how situations stimulate purchases, and one
What is the sequence of events through which atmosphere might encourage a purchase? Use an example to illustrate your answer.
Define atmosphere. List local dining establishments with unique atmospheres. What qualities make them unique? Are the restaurants distinguished more by functional or affective qualities?
A consumer is doing some virtual shopping. How might color influence the perceived value of a product viewed on a retail website? Could music also influence the perceived value of the website product?
List at least three ways in which social influences affect consumer behavior.
What is meant by antecedent conditions? How do they shape the value of objects?
What steps can a retailer take to deal with fear as a potential antecedent condition of consumers?
If you were creating a fashion store to cater to students at your local university, how would you position it in terms of functional and affective qualities? What environment characteristics would be used to implement this positioning? Would this environment tend to be oriented more toward creating
*Take a look at 3–5 Internet retail sites for multichannel retailers (meaning those with both physical stores and virtual shores), such as www.harrods.com. Is the real shopping environment or the virtual shopping environment likely to have a greater impact on consumer behavior? Explain your
How does a situational influence change value for consumers? For example, how does the value of different types of restaurants change for a consumer who only has 25 minutes to have lunch?
Define the term temporal factors. What are the different ways in which temporal factors can influence consumer behavior? Which do you think are strongest?
How does time pressure affect consumer behavior? Name at least two businesses or industries whose survival depends on consumer segments that experience high amounts of time pressure.
What is the concept of advertiming? Is advertiming a good thing for marketers and for consumers?
Define shopping. What are the two key dimensions of PSV?
What are the different types of shopping activities in which consumers participate? What types of value would you associate with each? Can a retail website be designed to cater specifically to each type of orientation? Explain.
Define impulse, unplanned, and compulsive shopping. List three examples of impulse, unplanned, and compulsive consumer behavior. Explain each using the characteristics of each type of behavior.
What are the key distinctions between impulse, unplanned, and compulsive consumer behaviors?
1. How would you classify High Sierra’s products? Explain your choice. 2. Visit High Sierra’s website at www.highsierrasport.com to view the firm’s products. Briefly describe the High Sierra’s overall product mix. Then choose a product line and outline the features that make it unique as
Manifest Digital is a marketing and design firm with a focus in website development. Manifest Digital focuses on making their client’s sites customer-oriented and easy to use. This company relies on user-centered principles to meet the needs of both their clients—those producing and marketing
1. How does the need recognition portion of the consumer decision-making process apply to this case? What need is being addressed? 2. What brands of bottled water are you familiar with? Do these brands easily come to mind when you think of bottled water? Explain this issue from the perspective of
What are the activities that comprise the consumer decision-making process?
What factors influence the amount of search a consumer performs?
How do consumers use social networking sites when searching?
*Visit a Facebook fan page, like Honda, for example. What types of information about the product can you find on the site? What types of topics are discussed on the site?
Describe how social networking sites relate to each of the steps in consumer decision making.
What are the differences between these perspectives?
How do extended, limited, and habitual decision making differ from each other?
What types of products are generally purchased after an extended decision-making process has occurred? What types of products are purchased after a habitual decision-making process?
How does the consideration set influence decision making?
What are the differences between the awareness set, consideration set, inert set, and inept set?
1. Name the top influence(s) impacting a consumer’s decision to buy a car from Scholfield Honda. 2. Go to www.honda.com and view the different Hondas to select the car you would be most likely to purchase. 3. Lee Lindquist says that customers evaluate certain trade-offs when they consider
To maintain sales, even an old highly successful company such as Kodak must invest in product development and management. Consumers will not continue to buy products that are outdated, particularly in the realm of electronics. To stay on the cutting edge, Kodak has paid close attention to
1. Do you believe brand personality plays a major part in decision making? Explain. 2. After evaluating Table A, which alcohol brand will Greg be most likely to purchase? 3. Using Table B and taking Angelina’s shopping habits into consideration, which brand of alcohol will she buy? 4. Looking at
1. What temporary situations, or changes in life circumstances, might influence a consumer to recognize a need for a cleaning product, in general, or a green cleaner, in particular? How might a marketer leverage this knowledge? 2. What types of purchase decisions were made by Jack, Jill and
1. What types of decision-making rules can be used for selecting a digital camera? How would they apply to this case? 2. How can consumers deal with the problem of missing information for one, or several, of the alternatives? 3. What role does the brand name of a camera play in the selection
What is the difference between evaluative and determinant criteria? What attributes do you consider to be evaluative and determinant criteria in the selection of a new TV? A new car?
Do consumers rely on one type of decision rule or another? Can the rules be used together?
Check out the support or decision aids of a website for a popular retailer like www.bestbuy.com. If you were really using this aid on the website for help with buying a product would you find it to be helpful? Did it lead you to consider options that you otherwise wouldn’t consider? Why or why
Family members can impact the types of information that consumers seek for various purchases. In what ways do your family members influence the types of information that you seek about products? Does their influence differ according to the type of product? How does their influence differ?
Consider your decision to attend your college. What type of decision process did you use? What were you looking for? Was the process a compensatory or noncompensatory process? Ask a fellow student about their decision to attend your school. What type of process did he or she use?
Survey fellow classmates about what features of a website they feel are most important when shopping online. Are these features similar to what you seek in a website when you purchase products online?
What is the difference between features and benefits? Do consumers pay more attention to features or benefits? How can benefits be utilitarian or hedonic?
How does value affect the alternative evaluation process?
In what ways do utilitarian attributes deliver value to consumers? In what ways do hedonic attributes deliver value to consumers?
How do consumers’ product categories influence the alternative evaluation process?
How do consumers handle missing information for a particular option within a product category?
How does product categorization theory apply to snack foods like potato chips? How does this categorization help you as a consumer?
How do compensatory rules differ from noncompensatory rules?
In what ways does the lexicographic rule differ from the disjunctive rule? In what ways are they similar?
Ford Motor Co. was founded in 1903 and was an innovator in the automobile industry. When gas prices were rising, the luxury of driving large, gas-guzzling SUVs seemed to be coming to an end. Ford, however, developed the first hybrid SUV on the market, the Ford Escape. This was a totally new product
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