Consumer Behavior 8th Edition Michael R. Solomon - Solutions

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Develop promotional materials that would help Office Depot achieve its goal of “increasing demand for environmentally preferred products” to a consumer target market.
Office Depot argues that being “green” makes both environmental and business sense. What consumer values does environmental stewardship tap into and how do you think these can translate to the “bottom line” of businesses?
What effect does PricewaterhouseCoopers’ auditing have on your overall evaluation of Office Depot’s efforts in the area of the environment?
Based on your review in Question 1, do you think that consumers are generally aware of the positive things that Office Depot does? If not, should it more heavily promote these positive activities? If it decided to do so, how should it go about it?
Review materials on Office Depot’s Web site(www.officedepot.com) pertaining to their environmental stewardship efforts, including their ongoing reports. Prepare a report that details accomplishments that Office Depot has made relating to its 10 guiding principles. How would you judge Office
As incomes in the developing countries increase, do you expect these consumers to continue to have strong demand for ultra-low-priced cars such as the Logan?
What sorts of word-of-mouth strategies might be effective in marketing the Logan?
Do you think a branding strategy that includes Renault’s name (e.g., Logan by Renault) is wise? What are the potential risks and benefits?
Develop an advertising campaign to market the Logan in the following countries. Be specific with respect to core theme, copy points, and visuals. Detail the role you think different media (e.g., TV, print, radio, mobile phone, Internet) might play in these different countries.a. Russiab. Indiac.
Do you think the Logan would be successful in the United States? If Renault thought it could be successful, would it make sense for them to put resources here given their goal of 1 million units per year worldwide?
Based on your answer to Question 1, develop an action plan for Renault that would help them to overcome these barriers.
Beyond income, can you see other barriers to selling cars to consumers in developing countries where 80 percent have never owned a car? Be as specific as you can about the consumer behavior–related barriers including culture, values, new-product adoption, etc.
How would you market this product and how likely would it be to succeed in the following countries?a. Germanyb. Japanc. Franced. Brazil
What social classes are most likely to purchase this product? Why?
Why do you think the age range of 30 to 44 was selected as the primary target market?
How would you market Rejuvenating Effects to Hispanic consumers?
Why would women want “their own” toothpaste?
What values are relevant to the success or failure of Rejuvenating Effects?
Is Rejuvenating Effects an innovation? If so, what type?
Has Rejuvenating Effects succeeded? Why or why not?
Using the available data, develop a marketing strategy for the Advantage.
Evaluate Norelco’s objective to, and strategy for, switching dissatisfied blade users to electric razors.
Why would “10 million dissatisfied blade users”continue to use blades?
What additional demographic data would you like to have in order to develop marketing strategy for the Advantage? Justify your answer.
Using demographics, describe the best target market for the Advantage.
Which of the demographic factors are most relevant for developing marketing strategy for the Advantage?Why?
Conduct an innovation analysis of the Advantage using Table 7-3 as the basis. What insights does the innovation analysis provide into its probable sales growth?
Describe the typical user of an electric razor, a disposable razor, and a blade razor, in one paragraph each.
Prepare a two-page summary, accompanied by no more than four graphs, that conveys the key information in Table A to a manager.
Discuss the demographic, cultural, and media factors that make India more attractive for Starbucks than it was 10 years ago. Compare and contrast India and China in terms of the key elements Starbucks must address.
Develop a marketing strategy for taking Starbucks into smaller Chinese cities and communities.What barriers would be faced? Could they be successful?
Based on your analysis in Question 4, what can Starbucks do to successfully encourage greater coffee consumption? Develop an advertising campaign that not only would encourage greater coffee consumption in general, but also more demand for Starbucks. Specify key themes, copy points, and visuals.
Examine the 10 factors that influence the spread of innovations from Chapter 7, pages 254–255(thinking now that Starbucks is still quite novel and an innovative concept as is coffee to many in China), and create a grid for the Chinese market relative to coffee and Starbucks.
What values are involved in the Starbucks “experience”?
To what extent can/should Starbucks customize their offerings to local tastes and preferences? What are the risks of extreme customization?
What are the barriers facing Starbucks as they try to“teach” people to change their consumption habits from tea and instant coffee?
Interview two salespersons for the following products. Determine the role that opinion leaders play in the purchase of their product and how they adjust their sales process in light of these influences.a. Cell phonesb. In-line skatesc. Computersd. Arte. Giftsf. Sunglasses
Answer the following questions for: (i) MP3 players, (ii) space flight, (iii) wireless Internet connection.a. Is the product an innovation Justify your answer.b. Using the student body on your campus as a market segment, evaluate the perceived attributes of the product.c. Who on your campus would
Do you belong to a virtual community? If so, describe the benefits you derive from this group and how it affects your consumption.
Using college students as the market segment, describe the most relevant reference group(s) and indicate the probable degree of influence on decisions for each of the following:a. Brand of toothpasteb. Purchase of a Segwayc. Usenet participationd. Becoming a vegetariane. Choice of music DVD Answer
How can marketers develop strategy based on consumption subcultures?
What is a consumption-based group or a consumption subculture? What are the characteristics of such a group?
Pick a product of interest and with several fellow students complete enough interviews to fill the relevant cells in Table 6-2 using the four questions in the text (see p. 209). Develop an appropriate marketing strategy based on this information.
Interview a family with a child under 13 at home.Interview both the parents and the child, but interview the child separately. Try to determine the influence of each family member on the following products for the child’s use. In addition, ascertain what method(s) of conflict resolution are
Interview a middle school student and determine and describe the household decision process involved in the purchase of his or hera. Backpackb. Snack foodsc. Bedroom furnitured. Laptop computere. Scooter
How would the marketing strategies for the following differ by stage of the HLC? (Assume each stage is the target market.)a. Surf boardb. Contact lensesc. Power toolsd. Hair gele. Detergentf. Colleges
Rate the stages of the household life cycle in terms of their probable purchase of the following. Justify your answers.a. Designer jeansb. Trip to Cancunc. Jump drived. Breakfast barse. Contribution to SPCAf. Satellite radio
Watch two hours of prime-time major network(ABC, CBS, FOX, or NBC) television. What subculture groups are portrayed in the programs?Describe how they are portrayed. Do these portrayals match the descriptions in this text? How would you explain the differences? Repeat these tasks for the ads shown
Why does the consumption of laptop/notebook computers differ across regions? Are regions a better explanation for laptop/notebook use than the demographic factors identified in Chapter 4 (see Tables 4-1, 4-2, and 4-3)?
Describe how each of the following firms’ product managers should approach (i) the African American,(ii) the Hispanic, (iii) the Asian American, (iv) the Asian-Indian American, (v) the Arab American, or(vi) the Native American markets.a. Red Bullb. Wendy’sc. NBAd. Maxim magazinee. The United
To what extent is the Spanish language used by American Hispanics?
Describe the income distribution of African Americans. What are the marketing implications of this distribution?
Visit Hispanic Works (a Hispanic advertising agency) at www.hispanicworks.com. Click on“Our Work” to view examples of major campaigns they have created. Prepare a brief report on one of these campaigns and how the agency has customized its ads to the unique needs of this segment.
Interview a salesperson from an expensive, moderate, and inexpensive outlet for the following.Ascertain their perceptions of the social classes or 152 Part Two External Influences status of their customers. Determine if their sales approach differs with differing classes.a. Men’s clothingb.
Interview two members of the following generations. Determine the extent to which they feel the text description of their generation is accurate and how they think their generation differs from the larger society. Also determine what they think about how they are portrayed in the mass media and how
Measure their cognitive age and the variables that presumably influence it. Do the variables appear to “cause”cognitive age? Try to ascertain if cognitive age or their chronological age is most influential on their consumption behavior.
Interview a salesperson at the following locations and obtain a description of the average purchaser in demographic terms. Are the demographic shifts predicted in the text going to increase or decrease the size of this average-purchaser segment?a. Volvo dealershipb. Electronics storec. Life
Based on the Hollingshead two-item index, what social class would your father be in? Your mother?What class will you be in at their age?Chapter Four The Changing American Society: Demographics 151
How could a knowledge of social stratification be used in the development of a marketing strategy for the following?a. Bootsb. Expensive jewelryc. Home security systemd. Breakfast cereale. International travelf. Habitat for Humanity
Describe how each of the following firms’ product managers should approach the (i) pre-Depression generation, (ii) Depression generation, (iii) baby boom generation, (iv) Generation X,(v) Generation Y, and (vi) Millennials.a. Pepsib. TGI Fridaysc. The Golf Channeld. About.come. The Humane
Which demographic variable, if any, is most related to the following?a. Watching extreme sports on TVb. Skiingc. Listening to public radiod. Hybrid automobile ownershipe. Spa treatmentsf. Going to a NASCAR event
Given the projected changes in America’s demographics, name five products that will face increasing demand and five that will face declining demand.150 Part Two External Influences
Which demographic shifts, if any, do you feel will have a noticeable impact on the market for the following in the next 10 years? Justify your answer.a. Upscale restaurantsb. Lasik eye surgeryc. Prescription drugsd. Internet shoppinge. Green productsf. Magazines g. Charity contributions
Describe the Hollingshead Index of Social Position.
What are demographics?
Visit the Kwintessential Web site(www.kwintessential.co.uk). Click on the“Online Test: How Culturally Aware are You?”Pick several topics/countries and take a quiz.Prepare a report on what you learned.
Prepare a report that describes how useful, if at all, the information available at the World Bank Web site (www.worldbank.org) is in terms of helping you understand the following as a market for cell phones:a. United Kingdomb. South Koreac. Australiad. Argentina
Using the Internet, prepare a brief report on the following as a market for automobiles. Provide addresses for all Web sites used.a. Indiab. Germanyc. Qatard. China
Evaluate an online green shopping mall or community (such as www.ecomall.com or www.envirolink.org). What value do these malls and communities provide consumers?Advertisers? What types of firms advertise here?How would you characterize their ads?
Use the Internet to discover what, if any, causerelated marketing activities the following firms are involved with:a. Toyotab. Starbucksc. Estée Lauder Cosmeticsd. A firm for which you would like to work
Interview 10 male and 10 female students. Ask each to describe the typical owner or consumer of the following. If they do not specify, ask for the gender of the typical owner. Then probe to find out why they think the typical owner is of the gender they indicated. Also determine the perceived
Interview a salesperson for each of the following.Ascertain the interest shown in the item by males and females. Determine if males and females are concerned with different characteristics of the item and if they have different purchase motivations.a. Artb. Computersc. Golf clubsd. Petse.
Interview a salesperson who has been selling the following for at least 10 years. See if this individual has noticed a change in the purchasing roles of women over time.a. Cellular phonesb. Automobilesc. Computersd. Homese. Financial services
Develop an advertisement for the following for each of the four female market segments described in the chapter (see pages 102 and 103).a. Power toolsb. Online bankingc. Dentistd. Breakfast cereale. Vacationsf. Cosmetics
In which of the four categories of responders to cause-related marketing (see pages 96 and 97) are you? Why?
What are the primary ethical issues involved in green marketing?
Which values are most relevant to the purchase or use of the following? Are they currently favorable or unfavorable for ownership/use? Are they shifting at all? If so, is the shift in a favorable or unfavorable direction?a. Electric toothbrushb. Christian Children’s Fund contributionc. Financial
What problems did the questionable use of environmental claims by some firms cause for consumers? For other firms? How did the Federal Trade Commission respond?
Analyze a foreign culture of your choice, and recommend a marketing program for a brand of one of the following made in your country:a. MP3 playerb. Fast-food outletsc. Wined. Discount retailere. Sport watchesf. Cosmetics
Interview two students from two different cultures.Determine the extent to which the following are used in those cultures and the variations in the values of those cultures that relate to the use of these products:a. Mountain bikesb. Energy drinks (like Red Bull)c. Beerd. DVDse. Musicf. Internet
The text provides a seven-step procedure for analyzing a foreign market. Using this procedure, analyze your country as a market fora. Cell phones from Chinab. Automobiles from Mexicoc. Sunglasses from Italyd. Wine from Australia
What causes the differences between purchasing power parity and income as shown in the text on page 68?
Will today’s teenagers still be a “global culture”when they are 40? Why or why not?
To what extent do you think teenagers are truly becoming a single, global culture?
Which, if any, nonverbal communication factors might be relevant in the marketing of the following?a. Luxury automobilesb. Women’s shoesc. Laptop computersd. Laundry detergente. Lip balmf. Charity giving
What variations between the United States and other societies, other than cultural variations, may affect the relative level of usage of the following?a. Internetb. MP3 playerc. Jewelryd. Fast foode. Hybrid carf. Vodka
What are the most relevant cultural values affecting the consumption of each of the following? Describe how and why these values are particularly important.a. Internetb. MP3 playerc. Jewelryd. Fast foode. Hybrid carf. Vodka
What forces seem to be creating a global teenage culture?
What characterizes U.S. consumers who are interested in other cultures and interested in shopping for items influenced by other cultures?Chapter Two Cross-Cultural Variations in Consumer Behavior 73(Use the DDB data in Tables 1B through 7B.) How might travel agents use this in developing marketing
Visit the WorldOpinion Web site(www.worldopinion.com). What information can you find that is relevant to understanding consumer behavior?
Market segmentation is one of the most important parts of developing a marketing strategy. Many commercial firms provide information and services to help define and/or describe market segments. One is Yankelovich.Visit their Web site (www.yankelovich.com).Prepare a report on how their MindBase tool
Interview individuals who sell the following items.Try to discover their personal “models” of consumer behavior for their products.a. Pleasure boatsb. Petsc. Expensive jewelryd. Plants and garden suppliese. Flowersf. Life insurance
Visit one or more stores that sell the following items. Report on the sales techniques used (pointof-purchase displays, store design, salesperson comments, and so forth). What beliefs concerning consumer behavior appear to underlie these techniques? It is often worthwhile for a male and a female
Describe the needs that the following items might satisfy and the total cost to the consumer of obtaining the benefits of the total product.a. Digital video recorder (e.g., TiVo)b. Botox treatmentsc. Motorcycled. Camera phone
2 Discuss the spread of Starbucks in the context of the concept of "diffusion of innovations."
1 How has Starbucks influenced culture throughout the world? Have local cultures also influenced the way Star- bucks does business? What do you think the future holds for the relationship between the Starbucks experience and the cultures of the world?
13 Watch 12 hours of TV and keep a log of all product placements you see. What are the dominant products shows are inserting?
12 Read several romance or action novels to see if you can identify a cultural formula at work. Do you see parallels among the roles different characters play (eg, the hero, the evildoer, the temptress, etc.)?
11 How might the rise of peer-to-peer music sharing influ ence the structure of the music CPS? One guess is that this method erodes the dominance of the big labels because listeners are more likely to access music from lesser-known groups. Survey your friends to determine whether this in fact is
10 If you were a consultant to a toy company, what would you forecast as the next big trend in this market? Survey toy stores and watch what kids play with to help you with your prediction.

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Consumer Behavior 8th Edition Michael R. Solomon - Solutions

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