Consumer Behavior 10th Global Edition Michael R. Solomon - Solutions

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How would you explain the differences in usage across the demographic groups in Table A?
Develop a strategy for Revlon to use to introduce a complete line of men’s cosmetics to the following countries.a. Japanb. Germanyc. Franced. Mexico
Which of the following would be the best target market?a. Demographic groupsb. Occupational categoriesc. VALS segmentsd. PRIZM segments
What learning theories would you use to teach your target market to take proper care of their skin?
Design an ad for a line of men’s skin care products by Revlon. Explain how it will work at each stage of the perception process.
Persuading many men to use skin care products will require a significant attitude change.Which attitude change techniques would be most appropriate? Which would be least appropriate?
What motives should Clinique appeal to in promoting its men’s line?
How, if at all, could Revlon use the following as the basis for its appeal for a men’s cosmetic line?a. Personalityb. Emotionc. Self-concept
If Revlon were to enter the men’s cosmetics market, what branding strategy should it use?
Visit one of the Web sites listed below. Is it effective at promoting its products to men? What behavior principles and assumptions does it rely on?a. Clinique (www.clinique.com)b. Neutrogena (www.neutrogena.com)c. Mënaji (www.menaji.com)d. Gillette Complete (www.gillettecomplete.com)
Evaluate Clinique’s men’s product line and branding strategy. Suggest changes where appropriate.
Develop a marketing strategy for Revlon to enter the men’s cosmetics market with a complete product line.
Choose two segments which you feel would be viable but different markets for spas. Develop a marketing plan for each segment, to include core positioning statement, media venues, key product/service features, and promotional materials.
Can you explain why Savvy Career Women place great emphasis on clothing and fashion, while luxury automobiles really aren’t that important?
Which segments appear to be more motivated by functional concerns versus those motivated by the need to keep up with the latest styles and trends? What are the marketing implications of this?
For which segment(s) do you feel that products are most likely to become part of the extended self? What are the marketing implications of this?
How could the Food & Water, Inc., organization change the attitudes of those in favor of irradiated foods?
How could the industry change the attitudes of those consumers opposed to irradiated foods?
How could the industry teach consumers about the benefits of irradiated foods?
What product position should the industry try to obtain for irradiated foods?
How will consumers respond to pasteurized steak?Is this a better term than irradiated steak, or protected by irradiation?
What meaning will the new label pasteurized convey to the average consumer? How would you determine if this is misleading?
What type of innovation is irradiated meat? Conduct a diffusion analysis on irradiated meat, using Table 7-3 as a guide.
How will consumers respond to the irradiated meat in the Dairy Queen test?
Visit the California Avocado Commission Web site(www.avocado.org). Evaluate its effectiveness in promoting the consumption of avocados. What behavioral principles and assumptions does it rely on?
Develop a marketing campaign to increase avocado use among nonusers.
What insights, if any, are provided by the demographic data?
Develop a lifestyle-based television ad to increase avocado consumption.
Evaluate the use of humor in these ads. Propose and defend two other approaches.
Evaluate the attitude change strategy being used.
Is there any motivational conflict in avocado consumption? If so, what should the California Avocado Commission do about it?
What role does emotion play in the consumption of avocados?
In light of increasing competition, for what product position should California Avocados strive?
How can nonusers be taught the proper way to select avocados at retail?
Evaluate these ads in terms of their ability to capture attention. How will they be interpreted?
How should Levi’s market to teen consumers in each of the following ethnic groups?a. African Americanb. Arab Americanc. Asian Americand. Asian-Indian Americane. Native Americanf. White
How can Levi’s use each of the following to enhance its brand image?a. Emotionb. Humorc. Maslow’s needsd. McGuire’s needse. Brand personalityf. Self-concept
Should Levi’s consider a special brand for the specialty chains that cater to younger, hip consumers?
Do you think there is a core image of Levi’s that can survive across the wide range of prices and outlets that it operates in? What is it?
Develop the “brand schema” that you think existed for the overall Levi’s brand before and after the introduction of the Signature line (i.e., an associative network map of links and nodes). What are the marketing implications of the differences?
Do you believe that the Levi’s brand is as “elastic”as Levi’s executives believe it is? Or, have they“overstretched” the name with the Signature line?
What do you think Levi’s image is among the following? What are the marketing implications of your response?a. Tween girls (aged 10 to 12)b. Tween boys (aged 10 to 12)c. Teenage girlsd. Teenage boyse. Women aged 21 to 35f. Men aged 21 to 35 g. Women aged 36 to 55 h. Men aged 36 to 55
Do you think that Levi’s was correct to keep the Levi Strauss name on its Signature line? Or, would they have been better off creating a completely new brand name? Present both sides of the case. Take and justify a position.
What sorts of products, if any, could K9-Quencher develop for cats? What type of branding strategy would you suggest if they made such a move?
Develop an ad or marketing approach to create a positive attitude toward K9-Quenchers, using the following:a. Humorb. Emotionc. Utilitarian appeald. Value-expressive appeale. Celebrity endorserf. Self-concept g. Fear
Develop an ad or marketing approach to create a positive attitude toward K9-Quenchers, focusing on the following components:a. Cognitiveb. Affectivec. Behavioral
Based on the demographic data in Table A, what would be the best target(s) market for K9-Quenchers?
Develop a psychographic profile relating to the type of person who would be most likely to purchase K9-Quenchers. That is, generate a list of attitudes, values, activities, and interests that are specifically related to having a dog that K9-Quencher buyers would likely possess.
What learning approach and principles would you use to teach consumers about K9-Quenchers? Is this reflected in the company’s Web site?
Visit K9-Quencher’s Web site (www.k9-quencher.com). What types of attitude change strategies are they utilizing? Do you think they are effective?
Repeat Activity 40 for the Forrester Research Technographics segments.
Repeat Activity 40 for the Roper Starch Worldwide global lifestyle segments.
Find and copy or describe ads that would appeal to each of the PRIZM segments discussed in the text.
Find and copy or describe ads that would appeal to each of the eight VALS segments.
Using the psychographic instrument developed in Activity 37, interview 10 students (using the questionnaire instrument). On the basis of their responses, categorize them into lifestyle segments.
Based on the extreme activity lifestyles described in the chapter opening example, develop a marketing strategy fora. A mountain resortb. Wall climbing equipmentc. In-line skatesd. Schwinn bicyclese. Snowboardsf. Video games
The following quote is from Paul Casi, president of Glenmore distilleries: “Selling cordials is a lot different from selling liquor. Cordials are like the perfume of our industry. You’re really talking high fashion and you’re talking generally to a different audience—I don’t mean male
Develop a marketing strategy for each of the Roper Starch global lifestyle segments for the products in Question
Develop a marketing strategy for each of the eight VALS segments fora. Electric razor (for men)b. Vacation packagec. DeVinci Gourmet coffee syrupsd. HBOe. Facial cleansersf. Taco Bell
Develop a marketing strategy based on VALS fora. J. Crewb. Grand Canyon Kayak vacationc. Sirius satellite radiod. Buffalo cheesee. Triumph motorcyclesf. WNBA
Use the self-concept theory to develop marketing strategies for the following products:a. Habitat for Humanity contributionsb. Barnesandnoble.comc. Army ROTC recruitmentd. A&W root beere. Swiffer WetJetf. Norwegian Cruiseline
For each of the following products, develop one ad that would appeal to a target market characterized by predominantly independent self-concepts and another ad for a target market characterized by predominantly interdependent self-concepts.a. Red Envelope Internet storeb. Mini Cooper automobilec.
What is geo-demographic analysis?
What is a self-concept? What are the four types of self-concept?
Examine the DDB data in Tables 1B through 7B.What characterizes someone who feels that (a)brands, (b) cars, or (c) clothing is part of his or her extended self?
Based on the information in DDB Table 7B, identify which ideal self-concept characteristics are most versus least associated with the following.Explain.a. Enjoy shopping for items influenced by other cultures.b. Religion is a big part of my life.c. Work at trying to maintain a youthful
DDB measures ideal self-concept on various dimensions. Based on the information in Table 7A answer the following:a. Do any of these ideal self-concept characteristics seem to be associated with any of the heavier user behaviors (general, consumption, shopping)?Why do you think this is?b. Do any of
Visit Claritas’s Web site (www.claritas.com).Report on its PRIZM approach to lifestyle segmentation.
Visit SRIC-BI’s VALS Web site (www.sricbi.com/VALS). Complete the survey for yourself and your parents. Are you and your parents’classifications and the behaviors associated with them accurate?
Develop a positively framed and an equivalent negatively framed message about a product attribute. Have five students react to these messages. What do you conclude?
Develop two advertisements for the following with college students as the target. One ad should focus on the cognitive component and the other on the affective component.a. Listerine breath stripsb. Hyundai SUVc. Sprited. Reducing smokinge. Increasing exercisef. Burger King
Use the multiattribute attitude model to assess 10 students’ attitudes toward several brands in the following product categories. Measure the students’ behavior with respect to these brands.Are they consistent? Explain any inconsistencies.a. Television news programb. Sports drinksc. Healthy
Measure another student’s ideal beliefs and belief importance for the following. Examine these ideal beliefs and importance weights and then develop a verbal description (i.e., concept) of a new brand for these items that would satisfy this student’s needs. Next, measure that student’s
Identify a television commercial that uses a humorous appeal. Then interview five individuals not enrolled in your class and measure theira. Awareness of this commercialb. Recall of the brand advertisedc. Recall of relevant informationd. Liking of the commerciale. Preference for the brand
Find and copy two magazine or newspaper advertisements, one based on the affective component and the other on the cognitive component. Discuss the approach of each ad in terms of its copy and illustration and what effect it creates in terms of attitude. Also, discuss why the marketer might have
What benefit segments do you think exist for attendance at the following?a. Live Aid concertb. Broadway theater presentationsc. Major art museumsd. X Games
Justify your selection.
Is it ethical to use fear appeals to increase demand for the following?a. Complexion medication among teenagersb. Tongue scrapers among adultsc. Emergency response devices among elderly consumersd. Handguns for women
What communications characteristics would you use in an attempt to improve college students’attitudes toward the following?a. Blackberry deviceb. BMW motorcyclesc. Volunteering at a local shelterd. Vitamin supplementse. MADDf. White water rafting
Suppose you used the multiattribute attitude model and developed a fruit-based carbonated drink that was successful in the United States. Could you use the same model in the following countries? If not, how would it have to change?a. Indiab. Chilec. Qatar
Assume you wanted to improve or create favorable attitudes among college students toward the following. Would you focus primarily on the affective, cognitive, or behavioral component?Why?a. ASPCAb. Kia automobilesc. Free-range chicken consumptiond. Water skiinge. Not driving after drinkingf. Using
Which version of the multiattribute attitude model and which attributes would you use to assess student attitudes toward the following? Justify your answer.a. Your universityb. BP gas stationc. Paper grocery bagsd. Cats as petse. Jolt
What is meant by positive message framing and negative message framing? How does the effectiveness of a positive versus negative frame vary depending on whether it’s a goal frame or attribute frame?
Describe the theory of reasoned action.
What are the functions of attitudes?
Visit the American Plastics Council Web site(www.plasticsresource.com). What attitude change techniques does it use? Are they effective?
Visit www.adsam.com. Go to the “take a sample survey now” section, read the instructions, and take a survey which involves ratings using the adSAM approach. Evaluate adSAM compared to more cognitive approaches that utilize verbal scales.
Visit several company Web sites. Find and describe one that uses one of the following to help form or change attitudes:a. Credible sourceb. Celebrity sourcec. Humorous appeald. Fear appeale. Comparative appealf. Emotional appeal
Visit several general interest or entertainment sites on the Internet that contain ads. Find and describe an ad that attempts to change each of the following to help form or change attitudes:a. Affective componentb. Cognitive componentc. Behavioral component
Boots with 6-inch heels were a fashion rage among young lapanese women a few years ago. Several teens died after they tripped over their shoes and fractured their skulls.However, followers of the style claimed they were willing to risk twisted ankles, broken bones, bruised faces, and other dangers
Comment on the growing practice of reality engineering.Do marketers "own" our culture? Should they?
Movie com panies often conduct market research when they produce big-budget films. If necessary, they will reshoot part of a movie when viewers say they don't like it.Some people oppose this practice: They claim that movies, or books, songs, plays, and other artistic endeavors should not conform to
W atchdog groups have long decried product placements because they blur the line between content and advertising without adequately informing viewers. The networks themselves appear to be divided on how far they want to open the gate. According to one study, the effectiveness of product placem ent
days after he fell into an alcohol-induced coma as the result of a fraternity pledge.Indeed, although binge drinking is a ritual many college students practice, critics have described it as the most significant health hazard on college campuses today.163 What role does drinking play in the social
Rituals provide us with a sense of order and security. In a study of the drinking rituals of college students, the researchers found that drinking imposed order in students'daily lives—from the completion of assignments to what and when to eat. In addition, ritualizing an activity such as
"Christmas has become simply another opportunity to exchange gifts and stimulate the economy." Do you agree?Why or why not?
"Fraternity hazing is simply a natural rite of passage that universities should not try to regulate." Do you agree?
This chapter argues that not all gift-giving is positive. In what ways can this ritual be unpleasant or negative?
What is advergaming? Give an example.
Define product placem ent and list three examples of it.How is this practice the same or different from branded entertainment?

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Consumer Behavior 10th Global Edition Michael R. Solomon - Solutions

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