New Semester
Started
Get
50% OFF
Study Help!
--h --m --s
Claim Now
Question Answers
Textbooks
Find textbooks, questions and answers
Oops, something went wrong!
Change your search query and then try again
S
Books
FREE
Study Help
Expert Questions
Accounting
General Management
Mathematics
Finance
Organizational Behaviour
Law
Physics
Operating System
Management Leadership
Sociology
Programming
Marketing
Database
Computer Network
Economics
Textbooks Solutions
Accounting
Managerial Accounting
Management Leadership
Cost Accounting
Statistics
Business Law
Corporate Finance
Finance
Economics
Auditing
Tutors
Online Tutors
Find a Tutor
Hire a Tutor
Become a Tutor
AI Tutor
AI Study Planner
NEW
Sell Books
Search
Search
Sign In
Register
study help
business
cb: consumer behaviour
Consumer Behavior : Building Marketing Strategy 10th Edition Del I. Hawkins; Roger J. Best; David L. Mothersbaugh - Solutions
How could an automobile dealership use the service segmentation strategy described in Consumer Insight 18-2?
Respond to the questions in Consumer Insight 18-2.
Are you a mere repeat purchaser of any brand, service, or outlet? Why are you not a committed customer? What, if anything, would make you a committed customer?
Describe the last time you were dissatisfied with a purchase. What action did you take? Why?
What level of product dissatisfaction should a marketer be content with in attempting to serve a particular target market? What characteristics contribute to dissatisfaction, regardless of the marketer’s efforts?
How would you go about measuring consumer satisfaction among purchasers of the following?What questions would you ask, what additional information would you collect, and why? How could this information be used for evaluating and planning marketing programs?a. Cell phone serviceb. Spiegel.comc. Car
Discuss how you could determine how consumers actually use the following. How could this information be used to develop marketing strategy?a. Blenderb. Telephone message machinec. Online banking servicesd. Movies on demande. Hair colorf. Hotel reward points
Respond to the questions in Consumer Insight 18-1.
How should manufacturers deal with consumers immediately after purchase to reduce postpurchase dissonance? What specific action would you recommend, and what effect would you intend it to have on the recent purchaser of the following?a. Laptop computerb. Expensive watchc. Cell phoned. Corrective
What type of database should your university maintain on its students? In general, what ethical concerns surround the use of such databases by institutions and companies?
How should retailers deal with consumers immediately after purchase to reduce postpurchase dissonance? What specific action would you recommend, and what effect would you intend it to have on the recent purchaser of (gift of ) the following?a. PBS donationb. Airline vacation packagec. Dance
What factors influence e-loyalty?
What are loyalty programs? What do most of them actually do?
What is relationship marketing? What strategies are involved?
What are five objectives that a marketing strategy for a particular segment might have? How will marketing strategies differ across the five objectives that a firm might have for a particular segment?
Why are marketers interested in having committed customers?
What are switching costs?
What is the difference between repeat purchasers and committed customers?
What is the relationship between customer satisfaction, repeat purchases, and committed customers?
What are the sources of increased profits from longer-term customers?
What is churn? How does it affect profits?
What would marketers like consumers to do when dissatisfied? How can marketers encourage this?
What determines satisfaction for online retailers?
What courses of action can a consumer take in response to dissatisfaction? Which are used most often?
What is affective performance?
What is the difference between instrumental and symbolic performance, and how does each contribute to consumer satisfaction?
What factors influence consumer satisfaction? In what way do they influence consumer satisfaction?
What is e-waste and why is it a growing concern?
What is meant by the disposition of products and product packaging, and why does it interest governmental regulatory agencies and marketers?
What is meant by product nonuse, and why is it a concern of marketers?
What is use innovativeness?
What is prefactual thinking?
What is counterfactual thinking?
What is consumption guilt?
In what ways can a consumer reduce postpurchase dissonance?
What actions do consumers take to avoid postpurchase dissonance before the purchase?
What is postpurchase dissonance? What characteristics of a purchase situation are likely to contribute to postpurchase dissonance?
How does the type of decision process affect the postpurchase processes?
What are the major postpurchase processes engaged in by consumers?
Using DDB Tables 1B through 7B, what characterizes people who become committed enough to favorite brands to resist other brands when they are on sale? What are the marketing implications of this?
What characterizes individuals who feel they have acquired too much debt (DDB Tables 1B through 7B)? What are the marketing implications of this? What are the regulatory implications of this?
Interview 10 students on your campus and determine their attitudes toward and use of the Internet and online shopping. Place each into one of the eight online shopper segments described in the text. Do they fit into these segments? Combine your results with those of four other students.What do you
Determine, through interviews, the general shopping orientations of students on your campus.What are the marketing implications of your findings?
Develop an appropriate questionnaire and construct a new version of Table 17-2, using products relevant to college students. What are the marketing implications of this table?
Interview the manager of a drug, department, or grocery store on their views of P-O-P materials and price advertising.
Visit two retail stores selling the same type of merchandise and prepare a report on their use of P-O-P materials. Explain any differences.
Arrange with a local retailer (convenience store, drugstore, or whatever) to temporarily install a point-of-purchase display. Then set up a procedure to unobtrusively observe the frequency of evaluation and selection of the brand before and while the display is up. Describe your findings.
For several of the products listed in Table 17-3, interview several students not enrolled in your class and ask them to classify their last purchase as specially planned, generally planned, substitute, or unplanned. Then combine your results with those of your classmates to obtain an estimate of
Have 10 students on your campus describe their shopping orientations in terms of animals as discussed in the section of the text on motivationbased shopping orientations. Combine your descriptions with those of two other students. Do any patterns emerge? Do they match those described in the text?
Develop a questionnaire to measure the image of the following. Have 10 other students complete these questionnaires. Discuss the marketing implications of your results.a. Targetb. Amazon.comc. Papa Johnsd. Local coffee shope. eBayf. Wal-Mart g. Banana Republic
Pick a residential area in your town and develop a gravitational model for (a) nearby supermarkets or(b) shopping malls. Conduct telephone surveys to test the accuracy of your model.
Describe the current state of Internet retailing.
How would you respond to a stockout of your preferred brand of the following? What factors other than product category would influence your response?a. Suntan lotionb. Cerealc. Deodorantd. Dress shirt/blousee. Perfume/aftershave lotionf. Soft drink
Repeat Question 39 (except for c and g) for online retailers.
What type of store atmosphere is most appropriate for each of the following retailer types? Why?a. Bookstore serving college studentsb. Cosmetic section of Searsc. Auto dealership service departmentd. Consumer electronicse. Mercedes automobilesf. Inexpensive furniture g. Thai food restaurant
What site characteristics could online retailers use to enhance the probability of purchase among individuals who visit their sites? Describe each factor in terms of how it should be used, and describe its intended effect on the consumer for the following products:a. Dorm furniture from
What in-store characteristics could traditional retailers use to enhance the probability of purchase among individuals who visit a store? Describe each factor in terms of how it should be used, and describe its intended effect on the consumer for the following products:a. Cologneb. Ice creamc.
How should retailer strategies to encourage unplanned purchases differ depending on the type of unplanned purchase generally associated with the product category?
The motivation-based shopping orientations described in the text were developed using a small sample of students. Do you think these are accurate descriptions of the shopping orientations of students on your campus? How should they be modified?
Describe an appropriate strategy for an online store such as J. Crew for each of the eight online shopper types described in the text (pages 604–605).
Describe an appropriate strategy for an online store such as Target for each of the motivationbased shopping orientations described in the text(pages 616–617).
How are social and economic risks associated with the following products likely to affect the outlet choice behavior of consumers? How would the perception of these risks differ by consumer? Situation?a. Nice sweatersb. Athletic shoes (for running)c. Wine (as a gift)d. Hairdressere. Mountain bikef.
Respond to the questions in Consumer Insight 17-1.
What challenges face multi-channel retailers in managing their image across channel?
Does the image of a retail outlet affect the image of the brands it carries? Do the brands carried affect the image of the retail outlet?
Name two product categories for which the brand is generally selected first and the outlet second, two for which the reverse is true, and two for which these decisions are generally made simultaneously. Justify your selections. How should marketing strategy differ across these products?
What can happen in response to a stockout?
What are frequent problems consumers encounter while shopping online?
Why do consumers planning to make a purchase at an online outlet often fail to do so?
What is a servicescape?
What is meant by store atmosphere? Online atmosphere? How do they affect consumer behavior?
Describe the impact of price reductions and deals on retail sales.
Describe the impact of point-of-purchase displays on retail sales.
Once in a particular retail outlet, what in-store and/or online characteristics can influence brand and product choice? Give an example of each.
What is meant by an impulse purchase? Why is it important?
What is meant by an in-store purchase decision?Why is it important?
Describe six motivation-based shopping orientations of college students.
What is a shopping orientation?
What is meant by social risk? How does it differ from economic risk?
How is store choice affected by the perceived risk of a purchase?
How does the size of and distance to a retail outlet affect store selection and purchase behavior?
What is meant by the term spillover sales? Why is it important?
What key decisions do retailers make with respect to retail price advertising?
What is a store brand? How do retailers use store brands?
Describe Internet retailer image and compare/contrast it with store image.
What is a store image, and what are its dimensions and components?
Describe the eight segments of online shoppers.
What is meant by online privacy concern? Why is it a particularly important issue for online shoppers?
What is multi-channel shopping and what implications does it hold for retailer strategy?
Describe Internet retailing.
How is the retail environment changing?
How does the sequence in which the brand/outlet decision is made affect the brand strategy? The retailer strategy?
The consumer faces the problems of both what to buy and where to buy it. How do these two types of decisions differ?
What are the characteristics of heavy store brand buyers (Tables 1A through 7A)? What are the retail implications?
What most characterizes someone who frequently uses mail order catalogs to make purchases(DDB Tables 1A through 7A)? Does there seem to be any relationship between characteristics of Internet buyers (Question 2) and catalog buyers?Explain.
Using the DDB Tables 1B through 7B, describe the characteristics of those who have purchased event (concert/play/sports) tickets online. What is the role of the tech savvy trait in terms of this behavior?
Based on the DDB Tables 1B through 7B, what most characterizes those who feel making purchases over the Internet with a credit card is too risky? What are the online marketing implications?
Interview a salesperson for one of the following products. Ascertain the evaluative criteria, importance weights, decision rules, and surrogate indicators that he or she believes consumers use when purchasing this product. What marketing implications are suggested if their beliefs are accurate for
Find and copy or describe two ads that are based on affective choice. Why do you think the firm uses this approach? Are the ads effective? Why?
Find and copy or describe an ad that attempts to change the importance consumers assign to product class evaluative criteria. Is it effective?Why? Why do you think the firm uses this approach?
Showing 1300 - 1400
of 5475
First
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
Last
Step by Step Answers
Get 50% OFF
Claim Now
