Consumer Behavior 9th Edition J Peter - Solutions

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=+describe why marketers need to know about them.
=+6 Identify four principles of perceptual organisation and
=+2 What is attention and what are its three key characteristics?
=+1 What are the factors that affect consumers’ exposure to marketing stimuli?
=+describe how consumers perceive and interpret a stimulus and how marketers can shape this perception and interpretation
=+explain the characteristics of attention and how marketers can try to attract and sustain consumers’ attention in regards to products and marketing messages
=+4 In what way does a Fitbit aid goal setting and pursuit?
=+3 What types of involvement are Fitbit users likely to experience?
=+2 What types of consumer needs does Fitbit look to meet, and how?
=+how Fitbit has tapped into each of these drivers of consumer motivation.
=+Consumer motivation is affected by personal relevance and values. Give an example of
=+6 Identify some of the elements that contribute to consumer opportunity for processing information and making decisions.
=+5 What five types of resources affect consumers’ ability to process information and make decisions?
=+3 How do concrete and abstract goals differ from each other?
=+2 How do functional, symbolic and hedonic needs motivate consumer behaviours?
=+1 How is motivation defined?
=+consider how the availability of time, distraction, complexity and control of information can affect consumers’opportunity to engage in consumer behaviours.
=+affect the individual’s ability to engage in consumer behaviours
=+explain how financial, cognitive, emotional, physical, social and cultural resources, plus age and education, can
=+discuss the six types of influences that affect the consumer’s motivation to process information, make a decision or take an action
4. What are the differences in the purchasing experience between buying a book at Amazon.com and at a Barnes & Noble brickand-mortar store?
2. Do you think consumers who buy from Amazon.com also shop at other Web sites for books and CDs and buy from the site that offers the lowest price?
9. Identify some circumstances in which the desired consumer response guiding channel strategy development would be different for the retailer than for the manufacturer.
8. If you were recommending a store location site for a clothing specialty store, which methods or models of store location would you use, and why?
5. What specific environmental factors account for the difference in atmosphere between eating at McDonald’s and eating at a fine-dining restaurant?
4. Research suggests many consumers make more than 80 percent of their grocery purchase decisions while in the store. What do you think are the most important in-store influences on these purchases? (Examples such as cookies, chips, apples, or frozen entrees could be used to focus your answer.)
2. Relate the concept of shaping to the store contact and store loyalty concerns in this chapter. Make a series of strategy recommendations to achieve the desired ends.
1. Offer examples of situations in which you have experienced each of the four types of approach or avoidance responses to retail store environments.
2. Considering money, time, cognitive activity, and behavioral effort costs, are American dolls more or less costly than dolls that can be purchased at retail stores?
9. Analyze consumer costs associated with the purchase of automobile insurance or airline tickets. What are some strategy implications suggested by your analysis?
5. Explain how consumers determine that a particular price is too high. Use the conceptual model of cognitive processing ( Exhibit 18.3 ) to structure your answer.
3. Use the Wheel of Consumer Analysis to identify the interactions associated with consumer response to a credit card pricing strategy. You might consider Discover Card or select your own example.
6. Why do you think the breakfast cereal market is so “marketing sensitive”? Why do consumers respond to good marketing promotions but not at all to weak ones?
5. Discuss the cultural issues faced by Kellogg and General Mills in trying to induce consumers in other cultures to adopt ready-toeat cereal as a food for breakfast. What types of changes in consumers’meanings and behaviors must occur before these consumers will accept ready-to-eat breakfast
4. Discuss the likely effect on consumers’ behavior, affect, and cognition of the various forms of promotion General Mills has used to target children. What do you think are the effects on both parents and kids?
3. Both companies discussed in this case use a mix of promotions to market their cereals. Discuss how consumer reactions to brand-oriented advertising and sales promotions (coupons versus prizes and premiums) are likely to differ. Discuss the likely effects on consumers’ behavior, affect, and
2. Find a current print ad for either Kellogg’s or General Mills’ cereal.Describe the ad strategy using the MECCAS model described in the text (identify the driving force, message elements, leverage point, and so on). Use the means–end approach to critique the ad strategy and make suggestions
1. Use the means–end model to describe (based on your intuition)the consumer–product relationship for three segments of the breakfast cereal market: kids (ages 6 to 12), teens/young adults(ages 16 to 22), and baby boomers (ages 35 to 50). What implications do your ideas suggest for promotion
9. Identify a specific promotional strategy. Use the Wheel of Consumer Analysis model to analyze its effects on target consumers. Then suggest specific criteria that could be used to measure the effects of the promotion.
8. Do you agree with the suggestion that personal selling tends to create higher levels of involvement than other promotion strategies? How would your conclusion affect your use of the ISTEA model of personal selling ( Exhibit 17.7 )?
7. Describe the MECCAS model for developing an effective advertising strategy.Illustrate the use of the model by suggesting a strategy for an athletic shoe promotion.
6. Use the FCB grid model to illustrate consumer–product relationships for four products you have purchased in the last six months. How would this information be helpful to the promotion managers for these products?
4. Select a specific advertisement or sales promotion strategy and evaluate it in terms of the elements of the communication model.
9. Analyze the consumer–product relationships for a new presweetened cereal product. Include both product and consumer characteristics.
8. Discuss the problems and advantages that could be associated with appealing to innovators when marketing a new consumer packaged good.
4. Recommend a marketing strategy for a brand that competes with one for which you are a brand-loyal heavy user. How successful do you believe the strategy would be, and why?
1. Describe the process by which the consumer comes to experience satisfaction or dissatisfaction. Illustrate each result with an experience of your own.
4. Describe your most recent purchase of a candy bar in terms of relevant affect and cognition, behavior, and environments.
8. What options are available to the organization after it identifies segments in the market? When would each of these options represent a reasonable choice?
5. Consider person/situation segmentation as a way to view the snack food market.State the needs and objectives of consumers in situations for at least three segments that you identify.
4. Saturn is a company that generates sales and loyalty through meaningful one-on-one interactions with customers. What is the role of traditional mass media advertising for firms such as Saturn that use innovative ways to reach consumers?
3. An automobile is a high-involvement purchase. Discuss how the manufacturer of a lower-cost, lower-involvement product could generate greater personal relevance and long-term loyalty. Find and discuss an example of a company that has done so.
2. Other vehicles—such as Porsches, Mustangs, and Harley-Davidson motorcycles—also have “cult” followings. But these products also have very strong symbolic meanings associated with them. The Saturn is a solid and reliable, but basically unspectacular, car. Identify and discuss three
1. Visit the Saturn Web site and try to determine the market segments the carmaker is targeting. What should Saturn do to better serve those segments? How might Saturn tailor its offerings to address the different stages of the family life cycle?
10. Identify two different household or family compositions. Assume each unit has the same level of income and discuss how the decision processes and conflicts might vary for a product such as an automobile, a vacation, or a stereo system.
9. How are family influence strategies similar to or different from other reference group influences? What marketing implications are related to these distinctions?
7. Offer examples of conflict in family household decision making that you have experienced or observed. What types of marketing strategies could help reduce such conflict?
6. Suggest two ways in which marketing strategies could influence the decision process in your family or household. How are these different from strategies that might be used to influence individual decisions?
4. What is the family life cycle? Discuss how it can be used to develop effective marketing strategies.
3. Describe how public visibility and the distinction between luxury and necessity goods affect reference group influence on choice at the product and brand levels.
2. From a marketing manager’s viewpoint, what are some advantages and problems associated with each type of reference group influence?
1. Identify two reference groups that influence your consumption behavior.Describe each according to the types listed in the text, and identify the categories of purchases each influences.
5. Both A&F and The Gap are trying to use their brand names to market clothing to different age groups. For example, A&F has opened a chain of children’s stores called abercrombie (lowercase“a”), while Gap, Inc., has had success with GapKids and BabyGap, Check out www.abercrombiekids.com and
4. How can A&F guard against becoming too mainstream and experiencing a customer backlash? Do you believe it is possible for A&F to remain popular with young shoppers for a span of many years?
2. The success of specialty clothing stores has come at the expense of large department stores like Sears and JCPenney. What can department stores do to make themselves more relevant to the youth subculture?
1. Companies like J. Crew ( www.jcrew.com ) and Banana Republic( www.bananarepublic.com ) are targeting many of the same consumers as Abercrombie & Fitch. Visit their Web sites and discuss how their marketing strategies differ from those of A&F.Would you suggest any changes in these strategies that
10. Discuss the concept of cultural interpenetration in terms of the acculturation of immigrant populations in your country. What marketing opportunities do you see in this situation?
8. Think of a subculture not discussed in the text and briefly describe it. Discuss marketing implications for this subculture. What product categories would be most relevant for this cultural group?
6. Define the concept of social class. What are the major social class groups in the United States (or your home country)? What are the major social class groups in the immediate community where you live? How did you recognize these social class groupings?
5. Identify the age subcultures among members of your own family (or neighborhood).How do these cultural differences affect the consumption behaviors of these people for foods, personal care products, and clothing?
4. Are college students a subculture? Why or why not? How could a marketer use knowledge about this group to develop a marketing strategy?
3. What ethical factors should a marketer consider in developing marketing strategies targeted at particular subcultures or social classes? (What is your reaction to selling fortified wine to homeless people, cigarettes to Hispanics, or diet plans to overweight people?)
2. Check out the Nike Web page devoted to women’s sports and sports equipment at www.nike.com/nikegoddess . Discuss how Nike seems to understand women as a subculture and how that approach has directed its marketing strategies. Contrast your analysis of Nike with a competitor such as Reebok (
1. Discuss how subcultures and social class influence how consumers learn cultural meanings (values, behaviors, lifestyles). Give a specific example.
5. Describe the benefits Sony gets from some of the international alliances mentioned in this case study. Do you believe Sony needs to become more aggressive in forming such partnerships?
4. What kinds of factors do you think Sony considers when deciding how to market its products in various countries? How might its American marketing efforts differ from those in Japan or Europe?
3. What do you think about Sony’s tradition of region-specific or nation-specific marketing? Would Sony be better served by working to create a more uniform global image?
2. It is often stated that the world is becoming smaller because today people can communicate relatively easily across time and distance. Discuss whether that has been beneficial for Sony.What are some marketing challenges it presents?
1. Identify and discuss some of the cultural meanings for Sony possessed by consumers in your country. Discuss how these cultural meanings were developed and how they influence consumers’behaviors (and affect and cognition). What is the role of marketing strategies in creating and maintaining (or
11. Discuss how the three main approaches to dealing with cross-cultural factors in international marketing could be applied to the marketing of a soft drink such as Pepsi-Cola. Describe one problem with each approach. Which do you recommend?
10. Describe a personal experience in which you performed a divestment ritual.What personal meanings did you remove through the ritual?
8. Think about what you do when getting ready to go out. Try to identify some grooming rituals you perform that involve certain products. How do you use some particular product (blow dryer, cologne, shampoo)? What implications might these rituals have for marketing this product?
7. Select a holiday other than Christmas—for example, Thanksgiving or Independence Day. Discuss the major cultural values reflected in this holiday celebration. What rituals did your family perform for this holiday, and how did they create meaning?
4. Analyze the effects of the consumption situation at movie theaters on consumers’ purchase of snacks at the concession stand.What could theater owners do to change the purchasing and consumption environments in their theaters to encourage higher levels of snack consumption and greater sales at
3. Analyze the information acquisition, purchasing, and consumption environments of different movie theaters in your local area.What recommendations do you have for changing these environments to increase sales and profits?
2. What macroenvironmental factors might affect moviegoing behavior (both decrease and increase)? Consider their impacts on different market segments. What marketing implications does your analysis have for theater owners or movie companies?
1. The VCR is a physical aspect of the marketing environment that has affected moviegoing behavior in the United States. Compare and contrast the consumption situations of watching a movie in a theater versus seeing the same movie at home on your DVD player or VCR. Discuss the reciprocal
8. How can marketers use situational analysis to segment markets? Identify some product categories in which the approach has been used to the advantage of the marketing organization.
3. Contrast the two approaches marketers can take to analyze environmental effects:considering the direct effects of specific environmental factors versus considering environmental factors in the context of situations. Under what circumstances might each of these two approaches be more appropriate?
1. Go to the Mirage home page at http://themirage.com/ and explore the various environments at this hotel, including a volcano that erupts every few minutes, a tropical rain forest, a giant aquarium, gourmet restaurants, waterfalls and connected lagoons, a spa, a European-style shopping boulevard,
1. List at least five marketing tactics Cub Foods employs in its stores to increase the probability of purchases.
6. List everything you know (cognition), feel (affect), and do (behavior) concerning Crest toothpaste. How could marketers identify your level of each of these factors?
2. Offer one example of each of the seven types of sales promotion listed in the chapter. How many of these have influenced your consumer behavior? Which ones do you prefer?
3. If you were designing a commercial for Rollerblades to be used for an in-store videotape demonstration, how would you design the commercial to take advantage of your knowledge of modeling?
3. Overall, what do you think about the idea of online grocery shopping?How does it compare with simply eating in restaurants and avoiding grocery shopping and cooking altogether?
1. What behaviors are involved in online grocery shopping? How does online grocery shopping compare with traditional shopping in terms of behavioral effort?
7. List at least three examples of situations in which marketing efforts have been instrumental in changing your consumption or disposal behavior for products you have purchased.
5. Marketing research estimates men account for only 15 to 20 percent of greeting card purchases in the United States. Furthermore, young consumers and those over 50 don’t buy as many cards as those in middle age. Why do you think this is so? What can Hallmark do to reach these two segments?
4. Do you think Hallmark should modify its in-store distribution strategy?What about its Web strategy? What assumptions do you make about consumer decision making that lead you to this recommendation?
3. Understanding how and why consumers make store choices(i.e., buying a card in a Wal-Mart rather than in a Hallmark Gold Crown store) is particularly important to Hallmark. Discuss how store choice interacts with and influences choices of Hallmark products and brands.

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Consumer Behavior 9th Edition J Peter - Solutions

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