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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
How would you determine the existence of consumer problems of relevance to a marketer of the following?a. Women’s spab. Internet retail outletsc. Online health food stored. Public librarye. Alaskan fishing lodgef. Mountain bikes
How would you measure consumer problems among the following?a. College studentsb. Children aged 2 to 4c. Internet shoppersd. New residents in a towne. Vegansf. Newly married couples
Describe two recent purchases you have made.What uncontrollable factors, if any, triggered problem recognition? Did they affect the desired state, the actual state, or both?
Describe a purchase you made using nominal decision making, one using limited decision making, and one using extended decision making. What caused you to use each type of decision process?
What products do you think generally are associated with brand loyal decision making and which with repeat purchase decision making?Justify your response.
What products do you think generally are purchased or used for emotional reasons? How would the decision process differ for an emotion-driven purchase compared to a more functional purchase?
What products do you think generally are associated with nominal, limited, and extended decision making? Under what conditions, if any, would these products be associated with a different form of decision making?
How can a firm suppress problem recognition?
How can a firm cause problem recognition? Give examples.
How does generic problem recognition differ from selective problem recognition? Under what conditions would a firm attempt to influence generic problem recognition? Why?
In what ways can marketers react to problem recognition? Give several examples.
How can you measure problem recognition?
What are the main uncontrollable factors that influence the existing state?
What are the main uncontrollable factors that influence the desired state?
How does lifestyle relate to problem recognition?
What is the difference between an active and an inactive problem? Why is this distinction important?
What influences the motivation to resolve a recognized problem?
What is problem recognition?
How do nominal, limited, and extended decision making differ? How do the two types of nominal decision making differ?
What is the role of emotion in the consumer decision process?
How does consumer decision making change as purchase involvement increases?
What is meant by purchase involvement? How does it differ from product involvement?
Interview five students and determine the consumption rituals they have with respect to the following. What do you conclude?a. New Year’s Dayb. Spring breakc. Memorial Dayd. Valentine’s Daye. Mother’s Dayf. Father’s Day
Interview five students and determine instances where their mood affected their purchases. What do you conclude?
Create a graduation gift, anniversary gift, and selfuse ad for the following. Explain the differences across the ads:a. Savings bondb. Gourmet coffee makerc. Magazine subscriptiond. Set of dishese. Blenderf. Watch
Copy or describe an advertisement that is clearly based on a situational appeal. Indicatea. Which situational variable is involvedb. Why the company would use this variablec. Your evaluation of the effectiveness of this approach
What kind of online atmosphere does each of the following have? How would you improve it?a. HyundaiUSA.comb. Harley-Davidson.comc. Phatfarmstore.comd. Charities.orge. Cabelas.comf. Mountaindew.com
Visit three local coffee shops. Describe how the servicescapes differ across the shops. Why do you think these differences exist?
Visit three stores selling the same product line.Describe how the atmosphere differs across the stores. Why do you think these differences exist?
Create a list of 10 to 20 use situations relevant to campus area restaurants. Then interview 10 students and have them indicate which of these situations they have encountered, and ask them to rank order these situations in terms of how likely they are to occur. Discuss how a restaurant could use
Conduct a study using a small (five or so) sample of your friends in which you attempt to isolate the situational factors that influence the type, brand, or amount of the following purchased or used.a. Health clubb. Briefcasec. Movie attendanced. Volunteer worke. TV dinnersf. Audio books
Interview a salesperson for the following.Determine the role, if any, this individual feels situational variables play in his or her sales.a. Renter’s insuranceb. BMX bikesc. Fine chocolatesd. Flowers
Interview five people who have recently purchased the following. Determine the role, if any, played by situational factors.a. A bookb. Jewelryc. Luxury automobiled. A fast-food restaurant meale. A cup of coffeef. Life insurance
Respond to the questions in Consumer Insight 13-1.
Describe the consumption rituals your family has associated with the following ritual situations:a. Family birthdaysb. Summer vacationsc. Winter holidayd. Halloweene. Mother’s Dayf. Father’s Day g. New Year’s Eve
Describe a relatively private ritual that you or someone you know has. What, if any, consumption pattern is associated with it?
Describe a situation in which a mood (good or bad) caused you to make an unusual purchase.
Do your shopping behavior and purchase criteria differ between purchases made for yourself and purchases made as gifts? How?
Does Table 13-1 have implications for outlets other than restaurants? If yes, which ones and why?
Speculate on what a matrix like the one shown in Table 13-2 would look like for the following:a. Lemonadeb. Eyewearc. Ice creamd. Shoese. Bicyclesf. Coffee
How could the store atmosphere at the following be improved?a. The main library on campusb. The bank lobby near campusc. A Mexican restaurant near campusd. A convenience store near campuse. The student advising office
Flowers are appropriate gifts for women for many situations but seem to be appropriate for men only when they are ill. Why is this so? How might 1-800-FLOWERS change this?
What product categories seem most susceptible to situational influences? Why?
Discuss the potential importance of each type of situational influence in developing a marketing strategy to promote the purchase of (gifts to/shopping at):a. Audubon Societyb. Applebee’sc. Wakeboardd. Coca-Cola Zeroe. Health insurancef. Old Navy
Describe a process for developing a situationbased marketing strategy.
What are ritual situations? Why are they important?
Are individuals randomly exposed to situational influences? Why or why not?
What is meant by the statement, “Situational variables may interact with product or personal characteristics”?
How do moods differ from momentary conditions?
How do people manage their moods?
What is a mood? How does it differ from an emotion? How do moods influence consumption behavior?
What are antecedent conditions (as a situational variable)? Give an example of how they can influence the consumption process.
How might the receipt of a gift affect the relationship between the giver and the receiver?
Why do people give gifts?
What is task definition (as a situational variable)?Give an example of how it can influence the consumption process.
What is temporal perspective (as a situational variable)? Give an example of how it can influence the consumption process.
What are social surroundings (as a situational variable)? Give an example of how they can influence the consumption process.
What is a servicescape?
What is atmospherics?
What is store atmosphere?
How does crowding affect shopping behavior?
What are physical surroundings (as a situational variable)? Give an example of how they can influence the consumption process.
What is meant by the term situation? Why is it important for a marketing manager to understand situational influences on purchasing behavior?
What type of online environment does Amazon.com have?
Visit several online malls. How would you characterize this shopping situation relative to shopping at an actual mall?
Develop a strategy to encourage people to test for a disease or health risk factor of your choice.
Create a survey to examine the effectiveness of each of the above ad formats in inducing changes in behavioral intentions (the focal behavior is your choice, and could include such things as intentions to take vitamins, engage in daily exercise, and so on).Which format works best? Why?
Evaluate the four ads in terms of their use of fear appeal.What emotional responses linked to fear do these various messages promote? What consumer factors do you think will increase or decrease the level of fear that is experienced in response to any one of the ads (holding the ad itself constant)?
Which of the four ads described above will work best? What consumer behavior theory helps you come to this conclusion?
Evaluate www.teenpregnancy.org from the perspective of a 15-year-old who is sexually active and is concerned about becoming pregnant or fathering a child. Does it provide the needed information? Will it reduce the likelihood of pregnancy? Should the PSAs targeting teens list a separate site
Evaluate www.teenpregnancy.org from the perspective of a 15-year-old who is under pressure to become sexually active. Does it provide the needed information? Will it reduce the likelihood of the person becoming sexually active? Should the PSAs targeting teens list a separate site designed just for
Design a poster to encourage sexually active teenage boys to use birth control. Justify your design in terms of the relevant concept from the text and the information in this case. What is the risk that your poster will encourage nonsexually active boys to become sexually active?
Design a poster to encourage sexually active teenage girls to use birth control. Justify your design in terms of the relevant concept from the text and the information in this case. What is the risk that your poster will encourage nonsexually active girls to become sexually active?
Design a poster to discourage teenage boys from becoming sexually active. Justify your design in terms of the relevant concept from the text and the information in this case.
Design a poster to discourage teenage girls from becoming sexually active. Justify your design in terms of the relevant concept from the text and the information in this case.
What theme or message would you use to reduce teen pregnancy? How would you convey that message?
Go to www.teenpregnancy.org, click on The National Day to Prevent Teen Pregnancy tab, and view the most recent version of the quiz. Look for examples of learning principles and attitude/persuasion principles that are being used within the quiz format. Evaluate their effectivness.
Is there any risk that these ads could make teen sex“cool” rather than dangerous?
How effective are the PSAs described above likely to be?
How can Hardie use emotion in marketing Hardiplank?
Develop two ads to create a positive attitude toward Hardiplank, one using a cognitive approach and one using an affective approach. Which is best? Why?
Conduct a diffusion analysis from the perspective of the builder, and develop appropriate strategies based on this analysis.
Conduct a diffusion analysis from the perspective of the home buyer, and develop appropriate strategies based on this analysis.
Evaluate the name Hardiplank. Suggest and justify two others.
How would you develop a favorable attitude toward Hardiplank?
What learning approach and principle would you use to teach consumers about Hardiplank?
What product position is Hardie trying to establish for Hardiplank?
Will Hardie’s pull strategy work? Why or why not?
Develop an ad for Productos Superior appliances that would attract the attention of consumers not interested in appliances. Explain how your ad will attract attention and why it will also convey the desired message or image.
To what motive(s) would you appeal to induce consumers to purchase Productos Superior appliances?
What VALS lifestyle segment(s) would be the best target market(s) for Productos Superior appliances? Why?
Develop an ad or marketing approach to create a positive attitude toward Productos Superior appliances, using the following:a. Humorb. Emotionc. Utilitarian appeald. Value-expressive appeale. Celebrity endorserf. Self-concept
Develop an ad or marketing approach to create a positive attitude toward Productos Superior appliances, focusing on the following components:a. Cognitiveb. Affectivec. Behavioral
What name and logo or tag line would you use for Productos Superior’s appliance line in the United States? Why?
How would you establish a favorable attitude for Productos Superior appliances?
What learning approach and principles would you use to teach consumers about Productos Superior appliances?
What product position would you try to establish for Productos Superior appliances? Why?
Develop a marketing strategy, including specific ads, to introduce Productos Superior appliances into the U.S. market.
How can Productos Superior introduce its appliances and avoid consumers attaching the negative aspects of “Made in Mexico” to their brand?
Should Productos Superior’s management be concerned that the relatively weak image of products made in Mexico will be attached to their line of products? Why?
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