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business
cb: consumer behaviour
Consumer Behavior 10th Global Edition Michael R. Solomon - Solutions
What is a cultural formula? Give an example.
Define a cultural gatekeeper, and give three examples.
What is collective selection? Give an example.
How is a collection sacred? What is the difference between collecting and hoarding?
What is the difference between sacred and profane consumption? Provide one example of each.
Fashions follow cycles.
Many people and organizations play a role in the fashion system that creates and communicates symbolic meaning to consumers.
New products, services, and ideas spread through a population, and different types of people are more or less likely to adopt them.
Many modern marketers are reality engineers.
We distinguish between high and low culture.
Styles are like mirrors that reflect underlying cultural conditions.
We describe products as either sacred or profane, and some products move back and forth between the two categories.
Many of our consumption activities-including holiday observances, grooming, and gift-giving—are rituals.
Myths are stories that express a culture's values, and in modern times marketing messages convey these values to members of the culture.
A culture is like a society's personality and it shapes our identities as individuals.
Can celebrity fan club be a useful tool to initiate more radical cultural change? And can a brand such as Doritos create cultural changes within a society? (Think of the question regarding the importance of the food category and for wider ideological decision systems within society)Sources: h ttp
What are the limits of ethnic/lifestyle marketing in an increasingly pluralistic world?
What opportunities and challenges do marketers face when using celebrity fan clubs as a marketing tool to attract the youth market? Could Doritos' success be copied by other market players?
Cent endorsing Reebok) are not as effective as they once were. What advice would you give to a marketer who wants to appeal to Gen Y? What are major do's and don'ts? Can you provide some examples of specific marketing attempts that work or don't work?
Marketers of entrenched brands like Nike, Pepsi, and Levi Strauss tear their hair out over Gen Y consumers. Imagebuilding campaigns (e.g.,
If you were a marketing researcher assigned to study what products are "cool," how would you do this? Do you agree with the definitions of "cool" the young people provided in this chapter?
Find good and bad examples of advertising that targets older consumers. To what degree does advertising stereotype the elderly? What elements of ads or other promotions appear to determine their effectiveness in reaching and persuading this group?
and older constitute one large consumer market? How can marketers segment this age subculture? What are some important variables to keep in mind when we tailor marketing strategies to older adults?
Is it practical to assume that people age
"Kids these days seem content to just hang out, surf the Net, text with their friends, and watch mindless TV shows all day." How accurate is this statement?
Why have Baby Boomers had such an important impact on consumer culture?
An energy drink called Cocaine created quite a buzz before the FDA pulled it from stores. Now, it's back—but this time with changes that allow it to meet the FDA's requirements: It removed the tagline "the legal alternative," added an antidrug warning label on the can, and removed FDAunapproved
What are some of the positives and negatives of targeting college students? Identify some specific marketing strategies you feel have either been successful or unsuccessful.What characteristics distinguish the successes from the failures?
Locate one or more consumers (perhaps family members)who have emigrated from another country. Interview them about how they adapted to their host culture. In particular, what changes did they make in their consumption practices over time?need to succeed in the contemporary world. They're learning
To understand the power of ethnic stereotypes, conduct your own poll. For a set of ethnic groups, ask people to anonymously provide attributes (including personality traits and products) most likely to characterize each group, using the technique of free association where they simply say what comes
Locate current examples of marketing stimuli that depend on an ethnic or religious stereotype to communicate a message. How effective are these appeals?
Many parents worry about the time their kids spend online, but this activity may actually be good for them. A study by the MacArthur Foundation claims that surfers gain valuable skills to prepare them for the future. One of the authors observes, "It may look as though kids are wasting a lot of time
What are some possible marketing opportunities at reunions? What effects might attending such an event have on consumers' self-esteem, body image, and so on?
Religious symbolism appears in advertising, even though some people object to this practice. For example, a French Volkswagen ad for the relaunch of the Golf showed a modern version of The Last Supper with the tagline, "Let us rejoice, my friends, for a new Golf has been born."141 A group of clergy
Born-again Christian groups have been instrumental in organizing boycotts of products advertised on shows they find objectionable, especially those that they feel undermine family values. Do religious groups have a right or a responsibility to dictate what advertising a network should carry?
The humanitarian group Doctors without Borders set up a camp of tents, medical stations, and latrines in Central Park to recreate the setting of a refugee camp.140 What are the pros and cons of subjecting consumers to degrading experiences like these?
General Motors' GMC division launched an advertising campaign it aimed at the African American market to promote its Sierra Crew Cab and ¡Sierra Denali pickup trucks.Pickup ads almost always show the vehicles doing bluecollar work as they charge down rutted back roads or haul bales of hay or
Describe the progressive learning model and discuss why this perspective is important when we market to subcultures.
What are some industries that stand to benefit most from the increasing affluence and vitality of the senior market?idea of a site that would look specifically for black-oriented content and data had been the subject of debate in the blogosphere. Some critics felt the site was racist and
How are Gen Yers different from their older brothers and sisters?
RushmoreDrive.com was touted as the first black search engine, but it shut down only a year after its launch. The
The Uncle Ben campaign described in the chapter gave an attractive "makeover" to a character many found racist.What do you think of this action?
percent of African American smokers prefer menthol, more than twice the average rate. After market research showed that blacks tend to open cigarette packs from the bottom, the company decided to pack Uptowns with the filters facing down. Reynolds cancelled its plans after private health groups and
Several years ago R.J. Reynolds announced plans to test market a menthol cigarette called Uptown specifically to African American consumers. According to the company, about
Should members of a religious group adapt marketing techniques that manufacturers customarily use to increase market share for their secular products? Why or why not?
percent of those were athletes.137 Do you think this is a problem, and if so how would you address it?
were African American males, and
The prominence of African American characters in video games that contain violent story lines is all the more striking because of the narrow range of video games in which African Americans have been present over the years. One study found that of 1,500 video game characters surveyed,
Some industry experts feel that it's acceptable to appropriate symbols from another culture even if the buyer does not know their original meaning. They argue that even in the host society there is often disagreement about these meanings. What do you think?
What are some industries that stand to benefit most from the increasing affluence and vitality of the senior market?
How are Gen Yers different from their older brothers and sisters?
Who are acculturation agents? Give two examples.
What is acculturation? How does it differ from enculturation?
What is a subculture? How does it differ from a microculture?
Seniors continue to increase in importance as a market segment.
Baby Boomers continue to be the most powerful age segment economically.
Teens are an important age segment for marketers.
We have many things in common with others because they are about the same age.
Marketers increasingly use religious and spiritual themes when they talk to consumers.
African Americans, Hispanic Americans, and Asian Americans are the three most important ethnic/racial subcultures in the United States.
Many marketing messages appeal to ethnic and racial identity.
Our memberships in ethnic, racial, and religious subcultures often guide our consumption behaviors.
Our identification with microcultures that reflect a shared interest in some organization or activity influences what we buy.
Will the digital revolution change lifestyles in other countries (e.g., the Arab world)? If so, how?
What social class differences may influence the types of phones consumers want and the functions the phones perform?
How have smartphones changed consumers' lifestyles?
Extreme sports. YouTube. Blogging. Veganism. Can you predict what will be "hot" in the near future? Identify a lifestyle trend that is just surfacing in your universe. Describe this trend in detail, and justify your prediction. What specific styles or products are part of this trend?
Using media that target college students, construct a consumption constellation for this social role. What set of products, activities, and interests tend to appear in advertisements depicting "typical" college students? How realistic is this constellation?
As we continue to emerge from a recession, many people live frugally; they cut back on visits to restaurants, buy fewer high-end clothes and other luxury goods, and hold onto their cars much longer. Are we witnessing a long-term shift in consumer behavior, or do you believe this is just a temporary
Wireless devices have quickly become an indispensable part of many consumers' lifestyles. How do you view this rapid development of a situation in which many of us are lost without our "CrackBerrys" or iPhones? What impact on other lifestyle activities do you predict as a result?
Status symbols are products, such as Rolex watches or expensive sports cars, that we value because they show others how much money or prestige we have. Do you believe that your peer group values status symbols? Why or why not? If yes, what are the products that you think are status symbols for
New "types" (or, more often, updated versions of old types) emerge from popular culture on a regular basis, whether they are shredders, tuners, or geeks. In recent years, for example, some analysts have identified the resurrection of the hipster. One source describes ethical is it to single out
Compile a collection of ads that depict consumers of different social classes. What generalizations can you make about the reality of these ads and about the media in which they appear?
Compile a list of occupations and ask a sample of students in a variety of majors (both business and nonbusiness) to rank the prestige of these jobs. Can you detect any differences in these rankings as a function of students' majors?
Use the status index in Figure 12.4 to compute a social-class score for people you know, including their parents, if possible. Ask several friends (preferably from different places)to compile similar information for people they know. How closely do your answers compare? If you find differences, how
This chapter observes that some marketers find "greener pastures" when they target low-income people. How
Thorstein Veblen argued that men used women as "trophy wives" to display their wealth. Is this argument still valid today?
In today's economy, it's become somewhat vulgar to flaunt your money—if you have any left. Do you think this means that status symbols like luxury products are passe? Why or why not?
What consumption differences might you expect to observe between a family we characterize as underprivileged and one whose income is average for its social class?
What are some of the obstacles to measuring social class in today's society? Discuss some ways to get around these obstacles.
Sears, JC Penney, and Walmart tried hard in recent years to upgrade their images and appeal to higher-class consumers. In fact, JC Penney even hired the head of Apple's stores as its new CEO. How successful have these efforts been? Do you believe this strategy is wise?
Why might a person’s social class not change when he or she earns more money?strategy?
What is the basic philosophy behind a lifestyle marketing
How does lifestyle differ from income?are some other important indicators?
What one variable is the best indicator of social class? What
Define social mobility and describe the different forms it example.takes.
What is conspicuous consumption? Give a current
Describe what we mean by the term mass class and sum “nouveau riche" consumers?marize what causes this phenomenon.
How do you differentiate between "old money" versus
What is the difference between achieved and ascribed class a way to accumulate it?status?
What is cultural capital, and why is enrolling in an etiquette
Describe the difference between a restricted and an elabo5 What is social class? Is it different from income, and if so rated code. Give an example cf each.how?
How does consumer confidence influence consumer consumers differ?behavior?
How does the worldview of blue-collar and white-collar
Consider your responses to question 1. What kind of opportunities does the existence of the Mighty Reds present to marketeers? Develop a list of specific marketing and promotional tactics 1. Both personal and social conditions influence how we spend our money.2. We group consumers into social
How do you think the Mighty Reds might be considered m em bers of a reference group? A brand community?A consumer tribe?
on Twitter's list: of trending topics.138 If you were a Walmart communicatic ns executive, how might you deal with this kind of public relations nightmare?
Walmart contended with a widespread text-messaging hoax that warned women to stay away from its stores or risk death.The digital rumor apparently originated in an u rb a n m yth(an unsubstantiated "fact" that many people accept as true)that circulated via email severe! years ago. As a reflection of
seconds.137 This enhanced capability creates some fascinating marketing possibilities—but perhaps it also raises some ethical red flags. What do you see as the opportunities and the threats as we inevitably move to a world where our whereabouts are known to others?
percent of all mobile users already use their cell phones for social networking, such as chat and m ultimedia sharing; it forecasts that this proportion will zoom to at least 12.5 percent in a few years. Mobile social networks are appealing in part because companies can identify precisely where
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