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business
cb: consumer behaviour
Consumer Behavior 8th Edition Michael R. Solomon - Solutions
9 The chapter talks about the Cupcake T-shirt fad. Clearly, it's a matter of time before consumers tire of these de- signs and move on. What can the company's owner do to prolong the life of his brand?
8 Boots with 6-inch heels were a fashion rage among young Japanese women a few years ago. Several teens died after they tripped over their shoes and fractured their skulls. However, followers of the style claim they are willing to risk twisted ankles, broken bones, bruised faces, and other dangers
7 If you worked in marketing research for a cosmetics firm, how might you apply the lead user concept to help you identify new product opportunities?
6 Comment on the growing practice of reality engineer- ing. Do marketers "own" our culture? Should they?
5. 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 manufac turers push relentlessly into these markets. We find cig- arette advertising,
4 Movie companies routinely 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, or other artistic endeav- ors should not
3 Is advertising an art or a craft? Which should it be?
2 The chapter described a few instances where consumers sold their kids' "naming rights" to corporations-mostly for charitable purposes. Would you do this-and why or why not?
1 Watchdog groups have long decried product placements for blurring the line between content and advertising without adequately informing viewers. And the networks themselves appear to be divided on how far they want to open the gate. "You've got to wonder when it starts to destroy the
21 Define creolization and provide an example.
20 What country provides an example of a transitional economy?
19 Why is the United States a net exporter of popular culture?
18 What is the difference between an emic and an etic perspective on globalization?
17 What is the difference between a fad, a fashion, and a classic fashion life cycle?
16 What is the trickle-down effect? List some reasons why it is no longer as valid as it used to be.
15 What is an example of a meme?
14 Summarize some of the major approaches we can use to understand fashion from the perspectives of psycholo gists, economists, and sociologists.
13 What are cultural categories and how do they influence product designs?
12 What are the differences among fashion, a fashion, and in fashion?
11 Describe the differences among continuous innovations, dynamically continuous innovations, and discontinuous innovations, and provide an example of each. Which type are consumers least likely to adopt an innovation?
10 Who are innovators? Early adopters? Laggards?
9 What is the diffusion of innovations?
8 What is advergaming? Give an example.
7 Define product placement and list three examples of it. How is this practice the same or different from branded entertainment?
6 What is "new vintage?" How is this an example of reali- ty engineering?
5 What is a cultural formula? Give an example.
4 Describe the difference between arts and crafts.
3 Define a cultural gatekeeper, and give three examples.
2 Describe a culture production system (CPS) and list its three components. What is an example of a CPS with these three components?
1 What is collective selection? Give an example.
Western (and particularly American) culture has 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.
Many people and organizations play a role in the fashion system that creates and communicates symbolic meaning to consumers. Fashions follow cycles.
Different types of people are more or less likely to adopt them.
New products, services, and ideas spread through a population.
Many modern marketers are reality engineers.
We distinguish between high and low culture.
Styles act as a mirror to reflect underlying cultural conditions.
2 Consumer acceptance of camera cell phones in Saudi Arabia has obviously been strong. What do you think that this says about the culture in this country?
1 Why do you think that Saudi Arabia and other Middle Eastern countries have taken a stronger stance on reg- ulating the use of camera phones? Discuss this question in the context of sacred and profane consumption.
16 Ask friends to describe an incident where they received a gift they thought was inappropriate. Why did they feel this way, and how did this event influence the relation- ship between them and the gift-giver?
15 Interview people you know who collect some kind of object. How do they organize and describe their collec- tions? Do you see any evidence of sacred versus profane distinctions?
14 Identify modern-day myths that corporations create. How do they communicate these stories to consumers?
13 Interview people you know about any "magic" items they own (e.g., How many of your friends have a lucky charm or keep a St. Christopher's medal or some other object hanging from their rearview mirrors?). Get them to describe their feelings about these objects and tell how they acquired their
12 When you go out on a first date, identify the crescive norms that you follow. Write a report (preferably when the date is over) describing specific behaviors each per- son performed that made it clear you were on a first date. What products and services do those norms affect?
11 The chapter describes a new wave of commercials that give voice to products and practices people didn't use to discuss in polite conversation. Are any products out-of- bounds to advertising? Can these messages boomerang if they turn off consumers?
10 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 stu- dents' daily lives-from the completion of assignments to what and when to eat. In addition, ritualizing an activ- ity such as
9 Bridal registries lay out very clearly the gifts that the couple wants. How do you feel about this practice- should people actually specify what you should buy for them, or should a gift be a more personal expression from you?
8 "Christmas has become simply another opportunity to exchange gifts and stimulate the economy." Do you agree? Why or why not?
7 Identify the ritualized aspects of football that advertis- ing uses.
6 "Fraternity hazing is simply a natural rite of passage that universities should not try to regulate." Do you agree?
5 Have you ever given yourself a gift? If so, why did you do it and how did you decide what to get?
4 Describe the three stages of the rite of passage associated with graduating from college.
3 For many, Disney is a sacred place. Do you agree? Why or why not?
2 This chapter argues that not all gift-giving is positive. In what ways can this ritual be unpleasant or negative?
1 A culture is a society's personality. If your culture were a person, how would you describe its personality traits?
4 What is a ritual? Describe three kinds of rituals, provid- ing an example of each.
3 Give an example of a marketer who uses binary opposition.
2 A myth is a special kind of story. What makes it special? What is an example of a modern myth?
1 What is culture? List three dimensions social scientists use to describe a culture and give an example of each.
We describe products as either sacred or profane, and it's not unusual for some products to 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 modem times marketing messages convey these values.
A culture is a society's personality; it shapes our identities as individuals.
3 If Gen Y-ers indeed are "impervious to advertising," how can Scion continue to grow without reaching young peo- ple through traditional media outlets?
2 Considering the characteristics of Generation Y, what do you see as some of the challenges that Scion faces in the future as their brand grows?
1 Is Toyota wasting its time by paying so much attention to age as a segmentation variable? Explain.
10 Marketers of entrenched brands like Nike, Pepsi, and Levi Strauss are tearing their hair out over gen Y con- sumers. Image-building campaigns (e.g., 50 Cent en- dorsing 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
9 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 peo- ple provided in the chapter?
8 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?
7 Is it practical to assume that people age 55 and older constitute one large consumer market? How can mar- keters segment this age subculture? What are some im- portant variables to keep in mind when we tailor marketing strategies to older adults?
6 "Kids these days seem content to just hang out, surf the Net, IM with their friends, and watch mindless TV shows all day." How accurate is this statement?
5 How has the baby boomlet changed attitudes toward childrearing practices and created demand for different products and services?
4 Why have Baby Boomers had such an important impact on consumer culture?
3 What are some of the positives and negatives of target- ing college students? Identify some specific marketing strategies you feel have either been successful or un- successful. What characteristics distinguish the suc- cesses from the failures?
2 This chapter describes members of Gen Y as much more traditional and team oriented than their older brothers and sisters. Do you agree?
1 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?
9 What are some effective ways to segment the senior market?
8 What are some industries that stand to benefit most from the increasing affluence and vitality of the senior market?
7 What is a "reward car" and who buys this type of vehicle?
6 What are some of the most efficient ways for marketers to connect with college students?
5 How do tribal gatherings represent a marketing opportunity?
4 What are tweens, and why are so many marketers inter- ested in them?
3 How are Gen Y kids different from their older brothers and sisters?
2 List three basic conflicts that teens face, and give an example of each.
1 What is an age cohort, and why is it of interest to marketers?
3 What lessons can other companies learn from Cadillac's good fortune with its Escalade model?
2 Discuss the features and attributes (tangible and intan- gible) of the Escalade that have made it a hip-hop hit. Do you think that Cadillac can extend this appeal to its other models? Why or why not?
1 Describe Cadillac's "new customer" as a subculture.
13 Locate one or more consumers (perhaps family mem- bers) who have emigrated from another country. Inter- view them about how they adapted to their host culture. In particular, what changes did they make in their con- sumption practices over time?
12 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
11 Locate current examples of marketing stimuli that depend on an ethnic or religious stereotype to commu- nicate a message. How effective are these appeals?
10 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." A group of clergy
9 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 net- work should carry?
8 Like the simulated Rio Grande river crossing described in the chapter, the humanitarian group Doctors with- out Borders set up a camp of tents, medical stations, and latrines in New York's Central Park to recreate the setting of a refugee camp. What are the pros and cons of sub- jecting consumers
7 In 2007 General Motors' GMC Division launched an advertising campaign it aimed at the African American market to promote its new Sierra Crew Cab and Sierra Denali pickup trucks. Pickup ads almost always show the vehicles being used for blue-collar work, charging down rutted back roads, and
6 Describe the progressive learning model and discuss why this perspective is important when marketing to subcultures.
5 The Uncle Ben campaign described in the chapter gives an attractive "makeover" to a character many found ob- jectionable. What do you think of this action?
4 Several years ago R. J. Reynolds announced plans to test market a menthol cigarette called Uptown specif- ically to African American consumers. According to the company, about 70 percent of African American smok- ers prefer menthol, more than twice the average rate. After market research showed
3 Should members of a religious group adapt marketing techniques that manufacturers customarily use to in- crease market share for their products? Why or why not?
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