Consumer Behavior : Building Marketing Strategy 10th Edition Del I. Hawkins; Roger J. Best; David L. Mothersbaugh - Solutions

Discover comprehensive solutions for "Consumer Behavior: Building Marketing Strategy 10th Edition" by Del I. Hawkins, Roger J. Best, and David L. Mothersbaugh. Access an online answers key featuring detailed solutions pdf to all solved problems, test bank questions and answers. Our chapter solutions and step-by-step answers ensure a deep understanding, making the instructor manual a valuable resource for both instructors and students. This textbook's solutions are available for free download, offering a convenient and thorough guide to mastering consumer behavior concepts.

What are some of your own shopping and buying habits—do you “rely on a friend”? Do you want other people to “test the waters” first with a particular product before you buy a similar item?Do you feel more secure about a product when you know that others are already buying and using it?
Which fashion-diffusion theory do you think is most applicable in America right now? Which influences are the most powerful?
In 1929, “Puttin’ on the Ritz” was a slang expression for dressing fashionably and the title of Irving Berlin’s song about “different types who wear a day coat, pants with stripes and cut away coat, perfect fits.” What song lyrics have recently given you new insights into fashion? How
✔✔What is meant by the term “social influence”
2. Using Table 7.4, create a 3-to 5-minute skit with a few classmates that illustrates the various roles played by household members in the decision-making process, and how they might function as a unit in the purchase of a fashion- or design-related product or service.Present your skit in class.
1. Read any two chapters in the book Party Shoes to School/Baseball Caps to Bed by Marilise Flusser (Simon & Schuster, 1992). Choose two specific scenarios that effectively illustrate the consumer socialization process in your family and some of the clothing-related issues you and your parents
4. Select a product or service that would appeal to the 55-to 65-year-old age group. Based on the attitudes of today’s mature consumers, devise a marketing strategy that would be likely to get their attention, and explain its appeal.
3. Prepare a 3-to 5-minute report on the consumer group Campaign for a Commercial-Free Childhood. Include both the mission and the techniques used to prevent companies from marketing directly to children. Discuss some of the group’s activities and successes.
2. Using the six primary consumption roles, create and present a chart that illustrates the dynamics of the decision-making process in your household. Be prepared to explain any changes that have occurred and give specific examples.
1. Visit two or more of the following websites that appeal to young children: “Ice Block” (fruitloops.com), “Crunchling Adventure” (capncrunch.com), candystand.com, or pebblesplay.com, and lead a class discussion about the approaches these companies’ sites use to engage children, along
6. List three kinds of products or services that are geared specifically to modern seniors, and explain the appeal of each.
5. How and why have teenagers’ roles become more important in today’s family decision-making process?
4. Name three ways that access to information has changed how today’s families make decisions.
3. What are the six roles of household members with regard to the decision-making process?Describe the behaviors that generally accompany each role.
2. Explain the importance of the consumer socialization process as it relates to the development of a person’s shopping habits and preferences.
1. Describe four ways that the traditional family life cycle differs from the 21st-century family life cycle.
What ads or commercials have you seen where the marketers are aiming their message at a specific role player in the decision-making process?
Do you live with another person, or more than one? How do you make purchasing decisions? Who ultimately decides what to buy when it comes to shared items?
Are there specific skills we all have to learn in order to become productive members of society? What knowledge must we possess in order to successfully interact with others in settings such as classrooms, sporting events, stores, and so on?
✔✔ How the roles of various household decision makers influence the consumption process
✔✔ How the U.S. family has evolved and how the changes have altered the way marketers connect with consumers
✔✔ Why and how a consumer’s age influences his or her purchasing behavior and product choices
Create a customer profile and corresponding brand personality with at least four components for each of two fashion brands within the same product classification, for example, jeans, men’s suits, or dining or living room sets.
5. Describe two fashion brands that portray definite personalities. Explain the target market for each of these brands according to their brand personalities. State the relationship between the personality of the product and that of the targeted customer.
4. Describe your color preferences for apparel and home furnishings. Based on what you have read, how do these relate to your personality?Select five advertisements for apparel and/or home furnishings that appeal to you because of color, and state how the promotion matches your color preferences
3. Develop a profile of a college student based on the selected traits described in this chapter.How might fashion businesses use this information?
2. With a classmate or by yourself, visit a fashion retail store where you are comfortable shopping and that appeals to your self-concept. Note the store layout and displays, the merchandise, and the salespeople. Determine how each of these elements enhances your self-concept.Then visit a store
1. Select two apparel, home furnishings, or other fashion goods advertisements with origins in psychoanalytic theory, and two ads that stem from social-cultural theories. What is the main point of each ad?
5. Why are many fashion goods marketers concerned with creating brand personalities for their products?
4. Cite the six personality traits presented in the text, and for each identify a marketing strategy that fashion businesses might use to target that trait.
3. Explain the various “selves” in the self-concept theory. What is the relationship between selfconcept and buying behavior?
2. What were Karen Horney’s and Joel Cohen’s respective contributions to the social-cultural theory of personality?
1. Name and describe the three components of personality according to psychoanalytic theory.
Think of a fashion item you would like to own. In what ways might it enhance your self-esteem?Then consider one of your possessions that you believe represents your extended self. In which of the five ways described above do you see this item as part of your extended self?
When considering buying fashion goods, which manufacturers and stores do you feel most comfortable patronizing? Why?
✔✔ Why fashion marketers work to endow their products with personalities as a means of influencing consumer behavior
✔✔What comprises personality and what influence it has on fashion consumers
1.Working alone or with a team, think of three stores(or fashion goods designers or manufacturers) you have a positive or negative attitude about. Create a multi-attribute model for your chosen subjects consisting of the attributes you have selected, their importance, and the ranking of your
5. List four or five attributes of your college. Then applying TORA, indicate how you arrived at the decision to attend this school as opposed to others you could have selected.
4. Working with one or two partners, select a fashion goods manufacturer or retailer, and create a perceptual map positioning that business in relation to its competition. Based on your findings, what are your suggestions for advertising campaigns for this company?Are there gaps that the company
3. From recent fashion magazines, select a series of advertisements that appeal to the four functions of attitude. Try to find at least one ad that appeals to each function. Share your findings with the class. Ads appealing to which attitude function were easiest to find? Why?
2. Think of a fashion item you have purchased, and explain how your feelings, beliefs, and behavior developed, and in which order. Create a diagram of the hierarchy of effect that depicts your choice, and describe it to the class.
1. Select one designer about whose work you have developed strong feelings—either positive or negative—and state whether your attitude stems mainly from cognitive or affective elements, or a combination. Cite the contribution of each element to your attitude formation, and state their combined
6. Give examples of how fashion marketers could apply the following: balance theory, multiattribute model, and TORA.
5. Explain what is meant by “perceptual mapping”and how fashion marketers would use it.
4. Describe four influences on attitude formation, with examples of each.
3. Cite the four classifications of the functions of attitude, and supply an example of how a fashion goods marketer could appeal to each.
2. Name the three classifications of the hierarchy of effects, and explain why appealing to each is useful to fashion marketers.
1. Explain the relationship of an “attitude” to an “attitude object,” and describe each of the elements that compose an attitude.
For each of the last three fashion purchases you made, which of the three elements of the hierarchy of attitude was the greatest influence? Explain.
2. You have $1,500 to spend on a vacation.Choose three places you’d like to visit that are within your means, and rank them in order of desirable location, activities available, and so on. Identify your top choice, and explain your motivation for selecting that particular place to the class in a
1. Visit a supermarket with two other classmates and shop separately for cereal, soup, and soda.Then meet to discuss the individual motivation behind your purchases. Why did each of you select the particular type of item (root beer, diet cola, ginger ale, etc.), and why did you each choose
4. Select a designed product and devise a marketing strategy created to address each of the three types of motivational conflict.Discuss how each method would alleviate your customer’s conflict and motivate purchase.
3. Materialism can be defined as the degree to which one values material possessions.By creating demand for fashions and other designed goods that are merely decorative, explain how marketers are or are not helping to create a materialistic society.
2. Choose three advertisements that appeal to customers via different stimuli. Using the terms and concepts from this chapter, write a description of the specific stimulus used in each ad.
1. Using either books or the Internet, find three theories on human needs that are not discussed in this chapter. Take notes on your findings and share them with the class.
6. Have you ever purchased something as a result of external motivation, rather than internal?Explain the situation and describe what motivated you.
5. Using your own experience, describe a buying situation in which you had to resolve some sort of motivational conflict.
4. Why is it important to determine the direction and intensity of a customer’s motivation to purchase? How can marketers create intensity, thereby increasing the likelihood that the customer will buy now (or perhaps postpone his purchase of a different product)?
3. Explain the difference between making a purchase decision based on rational needs versus based on emotional needs, and identify which leads more often to post-purchase dissonance, or buyer’s remorse. Did you ever experience buyer’s remorse? Can you remember what your motivations were when
2. Some observers of our culture say that a marketer’s job, at least in part, is to create false needs. Explain the concept of false needs and how it might motivate consumers to purchase things they don’t really need.
1. Why is it important to understand the difference between needs and wants with regard to activating customer motivation?Should primary and secondary needs be equally considered when determining the most effective type of stimuli?
✔✔ Why using emotion, conflict, and other stimuli can motivate consumers and even create demand
✔✔ How purchase decisions are influenced by rationally and emotionally driven behavior that’s largely unconscious
✔✔ What is The difference between needs and wants, and how marketers formulate strategies using their understanding of each concept
✔✔What motivation actually means and how it affects human behavior
As a group, develop the interior design for one room of a home. Create a household of three people and a clothing outfit for each. Explain how each group member (classmate) used perception and learning to select apparel for the residents and how together the group members applied cognitive learning
5. Working in teams, recall as many product slogans and jingles as you can. Then create your own slogan or jingle. Ask other members of the class if they can remember the brand names that match your slogans. Recite your own slogan first, then the others. After classmates have identified the
4. Think of a brand of jeans or laptop computer that is marketed to your age group. Create a list of that product’s characteristics that distinguish it from the competition. Select the features that would most appeal to your target market, and create the copy for a print ad or television
3. In small teams, visit a large supermarket to identify how customers use various learning theories. Look for examples of consumer behavior representing classical conditioning, instrumental conditioning, cognitive learning, and observational learning. Report your findings to the class.
2. Visit the websites of two retailers, one with brick-and-mortar stores (such as www.Nordstrom.com) and one that is strictly pointand-click (such as www.Amazon.com). Describe the visual appeal of each site, indicating how each one promotes that retailer’s image.
1. Select three magazine ads, each of which appeals to a different sense. Identify which sense each ad appeals to and state what makes it appealing.Then explain how each ad attracts attention.
5. Why are perception, learning, and memory important to us both as consumers and marketers?
4. Identify the three levels of memory humans possess, and state which of these we use in recalling the brand names and characteristics of products we are considering purchasing. How do marketers hope to make this recall easier?
3. As consumers, when do we tend to learn through classical or instrumental conditioning techniques and when through cognitive learning methods?
2. Explain the importance of the concepts of absolute threshold, just noticeable difference, and Weber’s Law both to consumers and to marketers.
1. Using examples from your experience in design or fashion, describe each of the five kinds of sensory stimuli humans perceive.
How we learn and the difference between behavioral and cognitive learning for fashion consumers
✔What stimuli are and how they influence our five senses
What ethical obligations does Bollywood have with respect to the smoking issue?Do you expect government regulations to follow?
How are these values different from or similar to traditional values in the countries where they are operating?
What cultural values are companies like Absolut, Nokia, and Coke tapping into in their advertising appeals?
What does this story say about our society and the impact and role of marketing?
What does the consumption of a product like Nikes mean to Andre?
Do you think virtual lifestyle centers might be possible online? What would they look like?
Can you see any negative aspects of lifestyle centers compared to traditional malls?
How do lifestyle centers add value hard to match by online retailers?
Visit a large supermarket. Identify the best and worst breakfast cereal focused on children considering both cost and nutrition. What do you conclude?
Interview two grade school teachers and get their responses to material provided by corporations and their level of educational versus commercial content.
Watch two hours of Saturday morning children’s programming on a commercial channel (not public broadcasting). Note how many commercials are run. What products are involved? What are the major themes? Would hundreds of hours of viewing these commercials over the course of several years have any
“Since riding tricycles is a major cause of accidental injury to young children, the product should be banned.” State and defend your position on this issue (the first part of the statement is true).
Do you think corrective advertising works?Evaluate the three corrective messages described in the text on page 734.
What rules, if any, should govern marketing to kids on the Internet?
Does advertising influence children’s values?What can the FTC or CARU do to ensure that positive values are promoted? Be precise in your responses.
Should there be special rules governing the advertising of food and snack products to children?
Turkey ham looks like ham and tastes like ham but it contains no pork; it is all turkey. A nationwide survey of consumers showed that most believed the meat product contained both turkey and ham. The USDA approved this label based on a dictionary definition for the term ham: the thigh cut of meat
A television advertisement for General Mills’ Total cereal made the following claim: “It would take 16 ounces of the leading natural cereal to equal the vitamins in 1 ounce of fortified Total.” The Center for Science in the Public Interest filed a petition against General Mills claiming that
What is unit pricing?
What are the concerns with consumer information accuracy?
How effective was COPPA in its first year?

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Consumer Behavior : Building Marketing Strategy 10th Edition Del I. Hawkins; Roger J. Best; David L. Mothersbaugh - Solutions

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