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business
cb: consumer behaviour
Consumer Behavior : Building Marketing Strategy 10th Edition Del I. Hawkins; Roger J. Best; David L. Mothersbaugh - Solutions
Describe the key provisions of COPPA.
What are the two main issues concerning children’s ability to comprehend advertising messages?
Based on DDB Tables 1B through 7B, what characterizes those who feel that there is not enough ethnic diversity in commercials today?What are the marketing and regulatory implications of this?
Interview a manager at a business or government agency who has recently been involved in an important purchase decision (e.g., a capital equipment acquisition). Have them describe the key influences at each phase of the decision process as shown in Table 19-3. Discuss how this information might be
Interview a representative from a commercial, governmental, and nonprofit organization. For each, determine its firmographics, activities, and objectives. Then relate these differences to differences in the organizational cultures of the organizations.
Interview an appropriate person at a large and at a small organization and ask each to identify purchase situations that could be described as straight rebuy, modified rebuy, and new task. For each organization and purchase situation, determine the following:a. Size and functional representation of
For each of the three purchase situations described in the chapter (Table 19-2), describe a typical purchase for the following:a. McDonald’sb. A local radio stationc. Starbucksd. Your universitye. Rite Aid drugstores
“Industrial purchases, unlike consumer purchases, do not have an emotional component.” Comment.
Discuss how a small biotechnology firm could influence the reference group infrastructure and the lead users to accelerate adoption of its products in the market.
Discuss how Compaq might use a macrosegmentation strategy to sell computers to businesses.
What role does brand/brand image play in the organizational decision process?
Discuss how the following pairs differ from each other in terms of organizational activities and objectives. Discuss how these differences influence organizational cultures.a. Wal-Mart, Targetb. DHL, the US Post Officec. Buy.com, Banana Republicd. Mercedes Benz, Kraft Foods
Describe how IBM might vary in its organizational culture from the following. Justify your response.a. Dell Computerb. Compaqc. Apple
Respond to the questions in Consumer Insight 19-1.
Describe three organizations with distinctly different organizational cultures. Explain why they have different organizational cultures and the factors that have helped shape the style of each.
In what ways does the Internet play a role in the organizational decision process?
What are the three purchase situations commonly encountered by organizations? How do organizations typically respond to each situation?
Why is purchase implementation a critical part of the organizational decision process?
What is a two-stage decision process?
What are organizational motives?
How can a seller organization influence perceptions of a buyer organization?
What is a decision-making unit? How does it vary by purchase situation?
What are lead users and how do they influence word-of-mouth communication and the sales of a new product?
What types of reference groups exist in organizational markets?
Define macrosegmentation and describe the variables used to create a macrosegmentation of an organizational market.
What are firmographics and how do they influence organizational culture?
What are organizational values? How do they differ from personal values?
How would different organizational activities and objectives affect organizational culture?
How can an organization have a culture? What factors contribute to different organizational cultures?
Evaluate the AEB’s Web site (www.aeb.org).
How can the AEB use situations to increase egg consumption?
What insights do the demographic data offer the AEB?
What evaluative criteria do consumers use in selecting a food for breakfast? Do these change from weekdays to weekends?
What decision process do consumers use to decide what to have for breakfast during the week? During the weekend?
According to the research, eggs are not in the evoked set for breakfast for many consumers. What can the AEB do to change this?
Why don’t consumers eat more eggs?
Consumers appear to have recognized a problem with egg consumption. Why is it so difficult to get them to “unrecognize” this problem?
From the consumer standpoint, what complementary strengths do catalogs and Web sites leverage that makes them jointly useful as shopping tools?
Based on your answers to Questions 1 and 2, suggest changes/modifications that you would make to the Muddy Boots Web site.
Evaluate the Muddy Boots Web site and evaluate it with respect to various aspects that have been found to relate to e-loyalty.a. Personalizationb. Interactivityc. Convenienced. Online community
Visit Muddy Boots Mercantile Web site (www.muddybootsmercantile.com). Evaluate their site with respect to:a. Appropriateness for their target audienceb. The image it projects and its match with their goal to combine aesthetics with functionc. Online retailer imaged. Its privacy policye. Ease of
Based on your answers to Questions 5 and 6, which VALS segment(s) would you strive to target. Justify your selection. Develop an advertising campaign for one of these chosen segments to include core positioning statement, theme, copy points, and visuals.Justify your ad in terms of the
Research indicates that “authenticity” is critical to Hyundai’s target consumers. To what VALS segments do you think these consumers belong?
To which VALS segment(s) does the woman belong who indicated “I’ve worked too hard to drive a Hyundai?” If Hyundai sticks with its current positioning efforts, do you think this person will ever change her mind?
Assume that Hyundai successfully upgrades its quality image among all U.S. consumers so that they are universally recognized for high quality. Will this result in greater sales and loyalty? Are there other factors driving consumer decisions and satisfaction that Hyundai could focus on beyond
Based on Hyundai’s efforts thus far, have they been taking more of a utilitarian approach or a valueexpressive approach in their overall strategy and marketing efforts?
How much influence do you think Hyundai’s valuepricing strategy plays in consumers’ ongoing mixed perceptions about Hyundai’s quality?
What role do you feel Hyundai’s 10-year, 100,000 mile warranty played in its turnaround? Can you relate this to postpurchase dissonance? Would this warranty be as important an evaluative criterion today as it was 10 years ago? Explain.
How would you define the target market for Vespas?
What will determine customer satisfaction and commitment to Vespa?
Is the purchase of a Vespa likely to be a family purchase decision? If so, what roles will each family member play?
What decision rule(s) is a consumer likely to use in the purchase of a Vespa?
What information sources is a consumer likely to use regarding the purchase of a Vespa?
Should management attempt to trigger problem recognition for the Vespa? Why? If they decided to, how should they do it?
Describe the decision process a typical consumer would use with respect to this product. What are the marketing implications of this?
Evaluate Vespa’s Web site (www.vespausa.com).
What are the pros and cons of Vespa distributing through a mass merchant such as Sears or through multibrand retailers?
If Vespa were to reposition as a utilitarian, fun,“run-around machine,” would the existing distribution system be appropriate? How should it change?
If Vespa were to reposition as a utilitarian, fun,“run-around machine,” how would the ads change?
Are the outlet and brand images consistent?
What outlet image is Vespa creating?
What brand image is Vespa creating?
Develop a marketing strategy for Sears targeting the following groups.a. Hispanicsb. African Americansc. Teenagersd. Middle-class women 25 to 50e. Middle-class men over 50
How would you encourage consumers who come to Sears for hard goods to purchase clothing items?
How should Sears determine the type of atmospherics it should have?
What criteria do the groups listed below use to select an outlet to purchase (i) dress clothes, (ii) casual clothes, (iii) power tools, and (iv) appliances?a. Teenagersb. Retired menc. Middle-aged professional mend. Young professional womene. Older working-class women
To what extent does the Lands’ End acquisition help Sears’ image? Do you feel that it will help to draw consumers into their stores? Does your answer depend on the nature of the customer? Explain.
Evaluate the new positioning strategy compared to the old.
What is Sears’ store image and position? What should it be?
Create an advertising campaign for Blockbuster to increase consumers’ sense of regret or so-called“buyers’ remorse” at having purchased a DVD (or many DVDs) they probably won’t watch again and paid substantially more than the rental fee. Consider such appeals as:a. Emotional appealb.
What, if any, switching barriers exist in a consumer’s decision to switch from the traditional instore Blockbuster model to other options like online and VOD? Are these barriers higher for some consumers than others?
How might Blockbuster leverage its current strength in video games to make it a stronger part of its business model?
Are there any benefits to the “brick and mortar”stores operated by Blockbuster that exist or could be developed that would be unique from VOD and get consumers into Blockbuster stores?
What marketing strategies can be developed to“teach” consumers to plan ahead for their entertainment needs?
What are some of the “must have” attributes and features for online and VOD to spread to the mass market?
Detail the various options available for movie rentals. List what you feel are the most important evaluative criteria on which to judge these options.Do the evaluative criteria depend on consumer characteristics?
What, if any, are the strategy implications of the most significant shopping differences across these four countries for a manufacturer of products sold in supermarkets throughout the EU?
What are the strategy implications of the most significant shopping differences across these four countries for an EU-wide supermarket chain?
What causes the most significant shopping differences across these four countries?
What are the most significant shopping differences across these four countries?
How might Adidas capitalize on reference group influence, WOM, and buzz to influence the diffusion process for its new technology? Outline a strategy for creating a cascading influence from innovators, to early adopters, to the mass market.
Develop a retail strategy for Adidas (type and number of outlets) as its technology moves from the innovator, to early adopter, and finally to the mass market.
Identify such factors as core positioning, theme, copy points, visuals, and so on.
Develop an advertisement for each of the markets identified in Question
Based on your response to Question 5, what types of decision making (affective, attitude-based, attributebased)should Adidas attempt to encourage for each of the identified markets? Explain.
Describe how you think Adidas should plan for the diffusion of its sensor technology (not just the Adidas 1 shoe). Think in terms of what types of consumers the market will/should consist of in terms of users (e.g., professional vs. amateur, sport, type of shoe, etc.) at each of the following
Are the innovators who first buy Adidas 1 likely to use a compensatory or noncompensatory decision rule? Explain.
Do you think price will be used as a quality surrogate among the innovators who will be the first to buy the Adidas 1? Explain.
How might Adidas encourage problem recognition among potential users?
What type of innovation is the Adidas 1?
Interview 20 students to determine which, if any, customer loyalty programs they belong to, what they like and dislike about them, and the impact they have on their attitudes and behaviors. What opportunities do your results suggest?
Measure 10 students’ disposition behaviors with respect to the following. Determine why they use the alternatives they do.a. Car batteryb. Cell phonesc. Mattressd. Televisionse. Plastic items
Interview a grocery store manager, a department store manager, and a restaurant manager.Determine the types of products their customers are most likely to complain about and the nature of those complaints.
With the cooperation of a durables retailer, assist the retailer in sending a postpurchase letter of thanks to every other customer immediately after purchase. Then, approximately two weeks after purchase, contact the same customers (both those who received the letter and those who did not) and
Develop a questionnaire to measure repeat purchase behavior and brand loyalty. Measure the repeat purchase behavior and brand loyalty of 10 students with respect to the following. Determine why the brand loyal students are brand loyal.a. Batteriesb. Spaghetti saucec. Coffeed. Light bulbse. Clothing
Develop a survey to measure student dissatisfaction with service purchases. For purchases they were dissatisfied with, determine what action they took to resolve this dissatisfaction and what the end result of their efforts was. What are the marketing implications of your findings?
Develop a questionnaire designed to measure consumer satisfaction of a clothing purchase of$50 or more. Include in your questionnaire items that measure the product’s instrumental, symbolic, and affective dimensions of performance, as well as what the consumer wanted on these dimensions.Then,
Develop a brief questionnaire to determine product nonuse among college students and the reasons for it. With four other classmates, interview 50 students. What do you conclude?
Design a customer loyalty program for the following.a. Dry cleaning serviceb. Grocery store chainc. Cosmetics lined. Catering service
Are you a committed customer to any brand, service, or outlet? Why?
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