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business
cb: consumer behaviour
Consumer Behavior 8th Edition Michael R. Solomon - Solutions
=+7 If a company was looking to launch a consumer
=+6 Why would a consumer engage in conspicuous consumption, conspicuous waste or voluntary simplicity?
=+how might this affect a firm’s marketing efforts?
=+5 Why is social class fragmentation taking place and
=+4 How do social class structures affect consumers’behaviour?
=+3 What are the determinants of social class?
=+2 What is the social class hierarchy?
=+1 Define the terms ‘nuclear family’, ‘extended family’and ‘household’.
=+and the associated implications for marketing.
=+how values differ across groups, the personality characteristics most closely related to consumer behaviour,
=+define the different internal (values and personality) influences on consumer behaviour, including explaining
=+the family life cycle and other forces affect household structure and consumption decisions
=+explaining why marketers should consider social class influences when planning strategy and tactics, and how
=+define the different external (social class and household) influences on consumer behaviour, including
=+music and emerging performers in their ads, rather than well-known songs and groups?
=+3 From a consumer behaviour perspective, why would these two companies emphasise new
=+Do you agree with this strategy? Explain.
=+such as Coca-Cola or PepsiCo with musical groups that are just beginning their careers?
=+2 What are the marketing advantages and disadvantages of associating a soft drink brand
=+1 What long-term results do you think Coca-Cola and PepsiCo hope to achieve by investing heavily in marketing to teens around the world?
=+8 Identify some of the ways in which religion can influence consumer behaviour.
=+influences when targeting consumers within Australia, the United States or in another country?
=+7 Why do marketers have to consider regional
=+6 Define the accommodation theory and explain its importance for marketers who target Hispanic Americans.
=+5 What are the three main subcultures within the Australian population?
=+4 What is clustering and why do marketers use it?
=+3 What is the difference between gender and sexual orientation and why is this distinction important for marketers?
=+social media and why should marketers know about such differences?
=+2 Which demographic segments are major users of
=+1 What types of Australian consumers are in the generation Z, millennial, generation X, baby boomer and senior segments?
=+Find an ad for Apple and find an ad for financial giant HSBC. Which ad accommodates global consumer differences and which doesn’t?
=+consider how religious beliefs can affect consumer behaviour and why marketers need to understand the influence of such beliefs.
=+describe how ethnic influences can affect consumer behaviour and why marketers need to understand such influences
=+influences when targeting specific groups
=+discuss how regional influences can affect consumer behaviour and why marketers must consider such
=+more effective marketing by understanding these two influences
=+describe how gender and sexual orientation each affect consumer behaviour and how companies can create
=+marketers need to consider age influences when planning marketing activities
=+explain how the consumer’s age affects acquisition, consumption and disposition behaviour and why
=+3 How could Beyoncé’s choice of product endorsements impact on her credibility?
=+informational influence? What affects the strength of their influence?
=+2 Would you say that the Kardashians exert more normative influence or more
=+What are the characteristics of the Kardashians that make them suitable as celebrity endorsers?
=+9 How does online and social media word of mouth influence consumer behaviours?
=+8 What three techniques can marketers use to encourage consumer compliance?
=+7 How might consumers respond to normative influence?
=+6 What are the two types of influence and how do they differ?
=+what characteristics define them?
=+5 What are the three types of reference groups and
=+4 How does the strength of weak ties affect embedded markets?
=+3 Why do companies sometimes target opinion leaders for marketing attention?
=+2 How does social media affect social influence?
=+1 What are the major sources of influence and how do they differ?
=+If a Western company was looking to expand into an Eastern culture, how might this influence or change their marketing?
=+Many ‘fan-run’ sites are associative reference groups. How might a company help to increase the aspirational appeal of such a group?
=+types of informational influence and the importance of word of mouth for marketing.
=+explain normative influence and how marketers can use it for more effective marketing, as well as the different
=+explain the main sources of social influence and their delivery methods, as well as how these are important to marketers; and highlight the types and characteristics of reference groups and how each can affect consumer behaviour
STP Process (Segment–Target–Position)Assume the role of a business owner. Dream for a moment: What kind of business interests you?What product(s) do you sell or what service(s) do you provide? Then identify a new line or a service add-on you think would be good for your bottom line. Remember,
5. Societal marketing concept: Find the mission statements of three not-for-profit organizations. Then pair each one with an existing for-profit company, explaining why you feel each is a good match (for example, Kenneth Cole and the Save the Children Foundation).Hint: Check
4. Buyer’s and seller’s market: Select two designed products or services and explain how they moved from a buyer’s market to a seller’s market (for example, blue jeans).
3. Quantifying (measuring and expressing a result as a number equivalent): Think of a particular company that provides a service, and identify three areas in which quantifying results is important. Then:A. List and explain one specific method of measurement for each area.B. Recommend one
2. Customization: Select a company that’s both product and service oriented. Discuss the following:A. Ways the company customizes its offerings B. Your perception of this customization C. How you would improve it
1. Price, value, and perceived cost (P/V = PC):You are a buyer, not the seller. Assume that you have the extra dollars to make a purchase.Select three items in the same product or service category that have low, medium, and high price points (for example, Jeans:$35/$75/$195).A. Explain this
5. Discuss the differences between the selling, marketing, and societal marketing concepts.
4. What is the STP process, why is it important to a marketer, and what steps are involved?
3. What is meant by “quantifying” and why is it an important business tool? Support your answer with two examples.
2. Explain the equation P (Price) ÷ V (Value) =PC (Perceived Cost), and provide a numerical example showing what happens to PC when the denominator increases. How do actual and perceived costs differ?
1. Describe the differences between a buyer’s market and a seller’s market and give a specific example of each.
✔✔Why societal marketing is important
✔✔How marketers and consumers see the marketplace
2. Visit a retail store that sells designed goods, such as jewelry, clothing, appliances, or furniture. Identify a specific item and the audience that is most likely being targeted, choosing from among the following age groups:18–25 years 25–35 years 35–49 years Over 50 Name a few innovative
1. Hold an in-class panel discussion and ask panelists what they look for when choosing designed goods that will be visible to others.What matters most to them? Uniqueness?Aesthetic appeal? The responses of peers? Why is this important to them? How would the discoveries made during this discussion
6. Visit the Word of Mouth Marketing Association(WOMMA) website: www.womma.com. Look at the mission statement of this organization and learn how members view the potential of word of mouth versus traditional marketing methods
5. Subscribe to either of these free online newsletters: NRF SmartBrief (https://www2.smartbrief.com/signupSystem/subscribe.action?pageSequence=1&briefName=nrf/) or Shop.org SmartBrief (https://www.smartbrief.com/signupSystem/subscribe.action?pageSequence=1&briefName=shop).
4. Read through your favorite fashion magazine and find examples of public relations activities and sales promotions that are featured.Determine what percentage of the magazine is actual news, what percentage is advertising, and what percentage is framed as news but is probably promotionally driven.
3. Go online and find five answers to the question:“What is consumer behavior?” Are the responses all similar or did you find additional information not covered in this chapter? If so, make a note of your findings, and suggest them for class discussion.
2. List three stores where you like to shop, and note the marketing efforts each store uses to get your business and develop loyalty.
1. People can be marketed as well as products.Identify a new designer in your field. List some of the marketing techniques that are being used to create interest in this person.
5. Clearly explain the importance of branding, brand image, and brand equity when it comes to the customer’s selection of fashion and design-related goods. Give specific examples of brands you are familiar with that demonstrate successful branding.
4. Cite and explain an instance in your own employment experience when an IMS was or was not in place. What were the results?
3. Choose three components of marketing from the list on page 11 and explain how each might be implemented in the fashion and design arenas.
2. Explain the importance of the zeitgeist as it relates to fashion and designed goods. What is the current zeitgeist and what influences has it had on recent creations by your favorite designer?
1. What kinds of criteria do consumers use when deciding whether to buy fashion and designed goods that they probably don’t use when evaluating other types of products?
✔✔Why market segmentation is vital to identifying the right customer at the right time.
✔✔ How culture influences buyers and how, combined with the zeitgeist, it is a major determinant of what people buy.
✔✔ Why marketers must study consumer behavior in order to determine and deliver what customers need and want.
✔✔ Why an understanding of how people make purchasing decisions is the key to effectively communicating with consumers.
12 Compile a collection of ads that depict consumers of dif ferent social classes. What generalizations can you make about the reality of these ads and about the media in which they appear?
11 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?
10 Using the status index in Figure 13.3, compute a social- class score for people you know, including their parents. if possible. Ask several friends (preferably from differ- ent places) to compile similar information for people they know. How closely do your answers compare? If you find
9 Status symbols are products we value because they show others how much money or prestige we have, such as Rolex watches or expensive sports cars. Do you believe that your peer group values status symbols? Why or why not? If yes, what are the products that you think are sta- tus symbols for
8 This chapter observes that some marketers find "green- er pastures" by targeting low-income people. How eth- ical is it to single out consumers who cannot afford to waste their precious resources on discretionary items? Under what circumstances should we encourage or dis- courage this
7 Given present environmental conditions and dwindling resources, what is the future of "conspicuous waste"? Can we ever eliminate the desire to impress others with our affluence?
6 Thorstein Veblen argued that men used women as "tro- phy wives" to display their wealth. Is this argument still valid today?
5 How do you assign people to social classes, or do you at all? What consumption cues do you use (e.g., clothing. speech, cars, etc.) to determine social standing?
4 What consumption differences might you expect to ob- serve between a family we characterize as underprivi- leged and one whose income is average for its social class?
3 Do you believe "affluenza" is a problem among people your age? Why or why not?
2 What are some of the obstacles to measuring social class in today's society? Discuss some ways to get around these obstacles.
1 Sears, JCPenney, and Wal-Mart made concerted efforts in recent years to upgrade their images and appeal to higher-class consumers. How successful have these ef- forts been? Do you believe this strategy is wise?
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