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business
cb: consumer behaviour
Consumer Behavior 10th Global Edition Michael R. Solomon - Solutions
Develop recommendations for reducing the number of nonbuyers of home cleaning products.
What is the role of the government in regulating the diet pill market?
How is the perception that being slim is beautiful created, and what efforts should be taken to get rid of this notion?
Is it ethical for manufacturers to produce and market diet pills to take advantage of the "slim wave" without adequately assessing side effects?
A group of psychologists recently argued that we need to revise Maslow's Hierarchy. They claim we should delete"self-actualization" from the pinnacle and replace it with"parenting." Right below this peak, they added "mate retention" and "mate acquisition. They claim that too many people see
Interview members of a celebrity fan club. Describe their level of involvement with the "product,” and devise some marketing strategies to reach this group.
Describe how a man's level of involvement with his car would affect how different marketing stimuli influence him. How might you design a strategy for a line of car batteries for a segment of low-involvement consumers, and how would this strategy' differ from your attempts to reach a segment of men
Collect a sample of ads that appeals to consumers' values.What value is being communicated in each ad, and how is this done? Is this an effective approach to designing a marketing communication?
Because of higher competition and market saturation, marketers in industrialized countries try to develop Third World markets. Asian consumers alone spend $90 billion a year on cigarettes, and U.S. tobacco manufacturers push relentlessly into these markets. We find cigarette advertising, which
The chapter mentions new facial recognition technology that marketers will soon use to classify shoppers in terms of their appearance so they can serve up ads that appeal to people in certain demographic categories. This makes advertising more useful because it reduces the amount of irrelevant
Which of the needs in Maslow's Hierarchy do you satisfy when you participate in social networks like Facebook and Foursquare? How could these sites add new features to help you satisfy these needs?
Core values evolve over time. What do you think are the three to five core values that best describe Americans today?
Some market analysts see a shift in values among young people. They claim that this generation has not had a lot of stability in their lives. They are fed up with superficial relationships and yearn for a return to tradition. What's your take on this?Are young people indeed returning to the values
Marketers continue to push the envelope as they challenge society's norms regarding what topics are appropriate to discuss in public. Products that people only used to whisper about now pop up in ads and billboards; these include feminine hygiene products, condoms, lubricants, grooming aids, and
“College students' concerns about the environment and vegetarianism are simply a passing fad; a way to look'cool.'" Do you agree?
Define creolization and provide an example.
What country provides an example of a transitional economy?
Why is the United States a net exporter of popular culture?
What is the difference between an emic and an etic perspective on globalization?
Describe at least two alternative techniques marketing researchers have used to measure values.
What is the difference between enculturation and acculturation?
List three types of consumer involvement, giving an example of each type.
Name the levels in Maslow's hierarchy of needs, and give an example of a marketing appeal that is focused at each level.
What is cognitive dissonance?
Describe three types of motivational conflicts, citing an example of each from current marketing campaigns.
What will happen?
What is being thought?
What led up to this situation?
What is happening?
Western (and particularly American) culture have a huge impact around the world, although people in other countries don’t necessarily ascribe the same meanings to products as we do.
Products that succeed in one culture may fail in another if marketers fail to understand the differences among consumers in each place.
Consumers vary in the importance they attach to worldly possessions, and this orientation in turn influences their priorities and behaviors.
Our deeply held cultural values dictate the types of products and services we seek out or avoid.
The way we evaluate and choose a product depends on our degree of involvement with the product, the marketing message, and/or the purchase situation.
It is important for marketers to recognize that products can satisfy a range of consumer needs.
Do consumers build associative networks from their avatar's experience? Do you think this network is part of the consumer's overall associative network for that brand, or is it a separate network?
How might a consumer who purchases a new outfit for his avatar on a virtual world be influenced by instrumental conditioning?
How might classical conditioning operate for a consumer who visits a new tutoring Web site and is greeted by the Web site's avatar who resembles Albert Einstein?
Collect some pictures of "classic" products that have high nostalgia value. Show these pictures to others, and allow them to free-associate. Analyze the types of memories that these products evoke, and think about how a marketer might employ these associations in a product's promotional strategy.
Identify some important characteristics of a product with a well-known brand name. Based on these attributes, generate a list of possible brand extension or licensing opportunities, as well as some others that consumers would not be likely to accept.
seconds, and about half those deaths could be prevented with the regular use of soap. The project adapted techniques that major marketers use to encourage habitual product usage of items such as skin moisturizers, disinfecting wipes, air fresheners, water purifiers, toothpaste, and vitamins. For
A physician borrowed a page from product marketers when she asked for their advice to help persuade people in the developing world to wash their hands habitually with soap. Diseases and disorders caused by dirty hands—like diarrhea—kill a child somewhere in the world about every
Devise a product jingle memory test. Compile a list of brands that are or have been associated with memorable jingles, such as Chiquita Banana or Alka-Seltzer. Read this list to friends, and see how many jingles they remember.You may be surprised at their level of recall.
launch. The Beach Boys sold "Good Vibrations" to Cadbury Schweppes for its Sunkist soft drink, Steppenwolf offered his "Born to Be Wild" to plug the Mercury Cougar, and even Bob Dylan sold "The Times They Are A-Changin'" to Coopers & Lybrand (now called PriceWaterhouseCoopers).116 Other rock
Some die-hard fans were not pleased when the Rolling Stones sold the tune "Start Me Up" for about $4 million to Microsoft, which wanted the classic song to promote its Windows
In his book, Blink: The Power of Thinking Without Thinking, author Malcolm Gladwell argues that hallowed marketing research techniques such as focus groups aren't effective because we usually react to products quickly and without much conscious thought; thus, it's better simply to solicit
Give an example of an episodic memory.Why do phone numbers have seven digits?List the three types of memory, and explain how they work together.How is associative memory like a spider web?How does the likelihood that a person wants to use an ATM machine relate to a schema?Why does a pioneering
What is external memory and why is it important to 20 marketers?
What is the major difference between behavioral and cognitive theories of learning? 19
How do different types of reinforcement enhance learn- 17 ing? How does the strategy of frequency marketing relate to conditioning? 18
What is the difference between classical conditioning and 16 instrumental conditioning?
Why is it not necessarily a good idea to advertise a product in a commercial where a really popular song plays in the 15 background?
How can marketers use repetition to increase the likeli- 13 hood that consumers will learn about their brand? 14
What is the difference between an unconditioned stimulus 11 and a conditioned stimulus? 12
Our brains process information about brands to retain them in memory.
We learn about products by observing others' behavior.
There is a difference between classical and instrumental conditioning, and both processes help consumers to learn about products.
Learned associations with brands generalize to other products, and why this is important to marketers.
It is important to understand how consumers learn about products and services.
Explain the relevance and role of the absolute and differential threshold when communicating to commuters, both inside taxis and at taxi ranks.
Considering the vibrant atmosphere (e.g., sounds, smells, visual stimuli, and motion) that prevails at taxi ranks, discuss the potential positive and negative impacts on perceptual selection.
Augmented reality applications may reach the level of sophistication where we observe almost everything through the screen of our smartphones in order to receive an "enhanced" experience. Do you view this as a positive development or a problem?
Find ads that use the techniques of contrast and novelty.Give your opinion of the effectiveness of each ad and whether the technique is likely to be appropriate for the consumers the ad targets
Visit a set of Web sites for one type of product (e.g., personal computers, perfumes, laundry detergents, or athletic shoes) and analyze the colors and other design principles they employ. Which sites "work" and which don't? Why?Look through a current magazine and select one ad that captures your
Using magazines archived in the library, track the packaging of a specific brand over time. Find an example of gradual changes in package design that may have been below the j.n.d. and detain." A Playmobil executive comments, "The whole premise behind Playmobil toys is to familiarize the child with
Assume that you are a consultant for a marketer who wants to design a package for a new premium chocolate bar targeted to an affluent market. What recommendations would you provide in terms of such package elements as color, symbolism, and graphic design? Give the reasons for your suggestions.
Interview three to five male and three to five female friends about their perceptions of both men's and women's fragrances. Construct a perceptual map for each set of products. Based on your map of perfumes, do you see any areas that are not adequately served by current offerings? What(if any)
Playmobil toys recreate real-life settings such as a police station or hospital. One offering the company calls Security Check Point features armed airport security officers, a metal detector, and an X-ray screening machine. Some parents protested; one wrote this comment on Amazon.com: "I applaud
inches; now it's 32 inches and growing. Hulking sport utility vehicles (SUVs)have replaced tiny sports cars as the status vehicle of the new millennium. What's up with our fascination with bigness? Is this a uniquely American preference? Do you believe that "bigger is better"? Is this a sound
grams of fat and more than 1,000 calories.The standard for TV sets used to be
ounces. An industry consultant explains that the 32-ounce Big Gulp is so popular because "people like something large in their hands. The larger the better." Hardee's Monster Burger, complete with two beef patties and five pieces of bacon, weighs in at
ounces to
The slogan for the movie Godzilla was “Size does matter."Should this be the slogan for America as well? Many marketers seem to believe so. The average serving size for a fountain drink has gone from
Do you believe that marketers have the right to use any or all public spaces to deliver product messages? Where would you draw the line in terms of places and products that should be off limits?
Assuming that some forms of subliminal persuasion may have the desired effect of influencing consumers, do you think the use of these techniques is ethical? Explain your answer.
Many studies have shown that our sensory detection abilities decline as we grow older. Discuss the implications of the absolute threshold for marketers who want to appeal to the elderly.
What do we mean by the concept of hyperreality? Give an example that is not discussed in the chapter. How does this concept differ from augmented reality?
The concept of a sensory threshold is important for marketing communication.
Products and commercial messages often appeal to our senses, but because of the profusion of these messages most of them won’t influence us.
The design of a product is now a key driver of its success or failure.
Which of the demographic dimensions discussed in this chapter should be considered as potential segmentdefining variables?
Determine which of the household types identified would be the most appropriate demographically to target with promotions.
Determine which segment Awesome Beans should choose to target more aggressively.
Describe a popular culture that you are familiar with, noting its key components, and discuss how it has influenced the branding strategy of a national and/or global brand of your choice. In your view, can more synergy be achieved in marketing terms by linking the two more closely?
"Today a major carrier of what's popular among the masses is the Internet". To what extent do you agree with the statem ent and why?
Many cultural critics have dismissed popular culture as merely a symptom or side effect of mass consumerism.Discuss.
Many college students "share" music by downloading clips from the Internet. Interview at least five people who have downloaded at least one song or movie without paying for it. Do they feel they are stealing? What explanations do they offer for this behavior? Try to identify any common themes as a
While you're talking to car owners, probe to see what (if any) relationships they have with their vehicles. Do these feelings correspond to the types of consum er/product attachments we discussed in this chapter? How are these relationships acted on? (Hint: See if any of the respondents have
drivers of various ages in which you describe these programs and ask respondents if they would participate in order to receive a discount on their insurance premiums. What reasons do they give pro and con? Do you find any differences in attitudes based on demographic characteristics such as age or
percent. In Great Britain, a major insurer is testing a program called Pay as You Drive. Volunteers will get a device the size of a Palm computer installed in their cars.The gadget will use global positioning satellite technology to track where the car goes, constantly sending information back to
to
Will consum ers trade lower prices for less privacy? Car owners now can let insurance companies m onitor their driving, using a new technology, in exchange for lower rates. Customers who sign up for Progressive's TripSense program get a device the size of a Tic Tac box to plug into their cars. The
percent of Internet users say they have reduced their television viewing, and one-third say they spend less time reading newspapers (those that still remain, as many fold due to a lack of readership and advertising revenue).However, a study by the Pew Internet and American Life Project reported
hours a week. Also,
Will the Web bring people closer together or drive each of us into our own private virtual worlds? Wired Americans are spending less time with friends and family, less time shopping in stores, and more time working at home after hours. More than one-third of consumers who have access to the
A firm called Global Rainmakers Inc. (GRI) announced a partnership with Leon, a large city in Mexico, to deploy iris scanning technology it developed to make Leon "the most secure city in the world." The city is creating a database of irises. It will automatically scan criminals' eyes when they are
A 2007 book bem oans the new wave of consum ergenerated content, labeling it "the cult of the amateur." It compares the social networking phenom enon to the old story about the monkeys: If you put an infinite num ber of monkeys in a room with an infinite num ber of typewriters, eventually they will
Critics of targeted marketing strategies argue that this practice is discriminatory and unfair, especially if such a strategy encourages a group of people to buy a product that may be injurious to them or that they cannot afford. For example, community leaders in largely minority neighborhoods have
Name some products or services that your social group uses a lot. State whether you agree or disagree with the notion that these products help to form group bonds. Support your argument with examples from your listing of products that your group uses.
From time to time advertisers use dark hum or to get their messages across, as when a lonely calorie, repairman, or robot considers suicide. Or, an ad may imply that shoppers are "mentally ill" if they buy retail. Are these appeals a legitimate way to communicate a message, and if so under what
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