Consumer Behavior 1st Edition Schiffman, Leon G.; Wisenblit, Joseph - Solutions

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2. The “typical” decision-making process for buying a Hallmark card is likely to vary in different situations. Think about three different occasions for buying a card: a birthday, a graduation, and a wedding. How would consumer knowledge and involvement vary across these situations? Discuss how
1. Why do so many consumers continue to buy and send greeting cards instead of writing a letter, sending an e-mail, or making a phone call? Discuss your answer in terms of the means–end framework.
7. Assume the role of a product manager (product management team) for a product about which target consumers have a fairly high level of product knowledge. Consider how each of the formal integration processes would result in different responses to your product and how you could adjust marketing
5. Give an example of how two different “frames” for the same purchase decision can lead to different problem-solving processes. How do these differences relate to consumer–product relationships discussed earlier?
3. Identify three ways choice alternatives can enter the consideration set. Describe a marketing strategy you could use to get your brand into consumers’ consideration sets for each situation. Why do products or brands not in the consideration sets have a low probability of being purchased?
4. Discuss Coca-Cola’s various strategies for managing brand equity of its many products. For instance, what are the pros and cons of borrowing versus creating brand equity? Analyze Coke’s attempt to “revive” brand equity by reintroducing the contour bottle around the world.
3. Many marketers made a distinction between customers and consumers.For instance, Coca-Cola sells cola syrup directly to its customers, the operators of bottling plants. The bottlers sell bottled Coke products to retailers, vending machine operators, restaurants, airlines, and so forth. Those
2. Do you think it possible for consumers to be loyal to more than one brand of soft drink? What about more than one brand of cola? Discuss the pros and cons of having several brands in a product category (as do Coca-Cola and Pepsi in the cola category).Compare the strategy of line extension to
1. Discuss the attitudes and related beliefs toward Coca-Cola of intensely brand-loyal consumers (perhaps like those who were upset by the New Coke in 1985). How might their attitudes and beliefs differ from those of less involved, less loyal consumers?What marketing implications would these
10. Negative attitudes present a special challenge for marketing strategy. Consider how what you know about attitudes and intentions could help you address consumers who have a brand relationship described as “Don’t like our brand; buy a competitor’s brand.”
9. How could marketers improve their predictions of behaviors in the situations described in question 8? Consider improvements in measurements, as well as alternative research or forecasting techniques.
8. Discuss the problems in measuring behavioral intentions to ( a ) buy a new car, ( b )buy a soda from a vending machine, and ( c ) save $250 per month toward the eventual purchase of a house. What factors could occur in each situation to make the measured intentions poor predictors of actual
7. Use the example of The Gap to distinguish between the multiattribute attitude model and the theory of reasoned action. How could each model contribute to the development of a more effective marketing strategy for The Gap?
6. Visit The Gap Web site at www.gap.com , and examine either the virtual style section or the current advertising section. Discuss the types of beliefs and attitudes you think this information would create. What effects might these beliefs and attitudes have on consumers’ behavioral intentions?
5. Using a product as an example, describe the key differences between A O and A act .Under what circumstances would marketers be more interested in each type of attitude?
4. Consider a product category in which you make regular purchases (such as toothpaste or shampoo). How have your belief strengths and evaluations and brand attitudes changed over time? What factors or events contributed to those changes?
3. The Gap has been doing business for more than 30 years. Over this time, with its stores, clothing products, and advertising, The Gap has built considerable brand equity. Discuss the types of brand equity The Gap has built among various consumer segments. Is The Gap vulnerable to losing this
4. Many online firms are competing in cyberspace with companies that already have a brick-and-mortar presence (e.g., Amazon.com versus Barnesandnoble.com). How can an Internet-only company gain exposure and attract the attention of consumers to draw business away from more established competitors?
3. Think about your own Web surfing patterns. Write down the reasons you visit certain sites. Which of the marketing strategies discussed in the case do you find most (and least) influential?
2. During the 2000 Super Bowl, ABC invited viewers to visit its Enhanced TV Web site. Fans could play trivia, see replays, participate in polls and chat rooms, and view player statistics. The site received an estimated 1 million hits. Why? Frame your answer in terms of exposure, attention, and
1. Consider the e-mail campaigns discussed in the case. Why do you think these campaigns were successful? Discuss the attention processes that were at work. Do you see any potential drawbacks to this type of marketing?
10. Identify a recent brand extension and discuss how exposure, attention, and comprehension processes can influence the effectiveness of that brand extension.
9. Discuss how interpretation processes (attention and comprehension) affect consumers’ability to recall marketing information. Illustrate your points with marketing examples.
8. Consider an example of a marketing strategy that you think might result in some consumer miscomprehension. Describe why this miscomprehension occurs. Discuss the ethical issues involved. What could marketers (or public policymakers)do to reduce the chances of miscomprehension?
7. List some factors that could affect the inferences formed during comprehension of ads for packaged foods and for medical services. Give examples of marketing strategies you would recommend to influence the inferences that consumers form.
6. Consumer Insight 5.3 describes the Good Housekeeping Seal. Visit the company Web site ( www.goodhousekeeping.com ) and read more about the Seal and the Good Housekeeping Institute, which does product testing. Consider two market segments: (1) young married women in their twenties and early
5. Review the differences in the knowledge and meanings produced by more and less elaborate comprehension processes. When should marketing activities encourage or discourage elaboration of knowledge and meaning?
4. Discuss the different types of knowledge and meanings that “shallow” and “deep”comprehension processes create. Can you relate these differences to different segments of consumers for the same product?
3. Media Dynamics has estimated that “the average adult in the U.S. is exposed to nearly 200 advertisements per day,” not including myriad other messages on signs and billboards. (Others have proposed far higher estimates of more than 1,000 ads per day.) This exposure is important, but not as
2. Give an example of automatic attention and contrast it with an example of controlled attention. What implications does this distinction have for marketing strategy?
7. Not everyone finds athletic shoes highly involving, but some people do. For example, kids who are “into shoes” often talk in staggering detail about the characteristics and benefits of the currently popular models. Identify some intrinsic and situational sources of involvement for athletic
6. What do you think of Nike’s attempt to reach the “alternative” market through its ACG unit? What barriers and opportunities exist?Should ACG deviate from Nike’s traditional advertising strategy to reach these consumers?
4. Discuss Nike’s typical advertising strategy in terms of the types of means–end connections it creates in consumers. Bring in an example of a current Nike ad to analyze and draw out the meaning connections you believe this ad is likely to create in a consumer.
3. Nike has expanded its product line well beyond the original running shoes. It now includes models for virtually every type of sport or physical activity. Visit the Nike Web site ( www.nike.com )for a complete listing of the models it sells. Moreover, Nike continually introduces new models; on
2. Recently, Nike has been trying to lower its environmental impact by reducing waste and use of toxic materials. In your opinion, what are Nike’s ethical responsibilities in this situation?
1. Apparently there are two market segments of consumers for many product forms of athletic shoes: those who use the shoes to engage in the designated athletic activity and those who use the shoes primarily for casual wear and seldom engage in the athletic activity.a. Discuss the differences
10. Identify three ways marketers can influence consumers’ situational self-relevance, and discuss how this will affect consumers’ overall level of involvement. For what types of products are these strategies most suitable?
8. Using the concept of means–end chains, discuss why different people might shop for athletic shoes at department stores, specialty athletic footwear shops, or discount stores. Why might the same consumer shop at these stores on different occasions?
7. Prepare one or two means–end chains for your choice of a major or an emphasis in marketing as part of your degree program. Do laddering of yourself to identify your means–end chains (see Exhibit 4.7 ). Label the attributes, consequences, and values that you identify.
5. Consider the difference between consequences of possession and consequences of consumption as the basis for intrinsic self-relevance. What products are relevant to you for these two reasons? How does that influence your purchasing behavior?
3. Procter & Gamble Company (P&G) is one of the most admired marketing companies in the United States. P&G is known as an innovator of high-quality products with superior product attributes. Go to the P&G Web site at www.pg.com/en-us/products/fsci/new_product.jhtml and check out the new-product
1. Select a product category and identify examples of product forms, brands, and models. Describe some of the attribute, consequence, and value meanings for each of these levels.
6. ▼ Visit the Barnes & Noble Web site ( www.BarnesandNoble.com ). Do you have any suggestions for how to make the site more “sticky” (i.e., how to make visitors stay longer)?
4. Create an associative network of your knowledge about Barnes &Noble. How did you acquire this knowledge? What might activate that knowledge structure? How can marketers activate your knowledge structure? What parts of your knowledge structure are most likely to influence your decision to visit a
3. Many of the activities that take place at Barnes & Noble stores (or at BarnesandNoble.com ) do not require a purchase. Participating in discussion groups and going to in-store performances are free.And obviously it doesn’t cost anything to simply go in, sit in a chair, and read a book. So why
2. Rob goes to a Barnes & Noble location to hang out and meet people. Lisa goes only when she wants to purchase a specific book or CD. Describe how their integration processes might convince them to choose Barnes & Noble over the myriad other options they have.
1. What affective responses do you think the Barnes & Noble environment creates? How might consumers’ cognitive systems interpret these responses? From a marketing perspective, which is more important to Barnes & Noble—affect or cognition?
9. Consumer Insight 3.5 describes how credit card companies have developed many types of cards by which consumers can access funds and make purchases. Companies like VISA, MasterCard, and American Express have targeted college students among many other segments. Visit the VISA Web site at
8. Using a topic that you know something about (e.g., basketball, movies, college), contrast your general and procedural knowledge, and discuss how they are related.Why might marketers be interested in each type of knowledge?
7. Think of a purchase decision you recently made. Using this purchase decision as an example, list the main influence factors, your affective responses, your cognitions and your behaviors. Describe the reciprocal interactions that occurred among some of these factors. Describe how the three main
6. What stores do you know that attempt to create a certain affective mood for customers?What things does the store do to create that mood? How does that mood interact and influence consumers’ cognitions (beliefs and meanings)? How might that mood influence consumer behavior within the store,
5. Give an example of how a marketing strategy could cause spreading activation within a consumer’s associative network of product knowledge.
4. Consider a product such as an automobile or a perfume. Describe at least three types of meanings that consumers might construct to represent various aspects of the product. Discuss how marketers might try to influence each meaning.
8. ▼ Look up information on aging in the United States at the census Web site, www.census.gov . What changes are taking place in the age of the population in general and in racial, ethnic, and gender groups? For what levels of consumer analysis would this information be useful?
5. Explain four levels at which consumer analysis can be conducted. Offer one example of how consumer analysis could aid marketers at each level.
7. Using a campus organization of interest (e.g., student government, professional fraternity, political interest group), discuss how a better understanding of the consumer behavior of students could help the organization improve its influence strategies.
6. Select a market segment of which you are not a member and, with classmates, discuss the kinds of information you would need to develop a strategy aimed at that segment.
4. Offer three examples of situations in which a marketing strategy influenced your purchase behavior. Why did each succeed over competitive strategies?
=+3 Do you agree with Unilever’s decision to link its brands with efforts to encourage healthy and environmentally sustainable behaviours? Explain your answer.
=+2 Which of the four external processes in the consumer’s culture do you think have been the most important to the success of Dove’s ‘Campaign for Real Beauty’? Why?
=+1 How is Unilever applying its understanding of internal consumer processes in the psychological core to market its products?
=+8 How can you benefit from studying consumer behaviour?
=+7 What kinds of marketing questions can companies use consumer behaviour research to answer?
=+6 How can public policy decision makers and marketing managers use consumer research?
=+5 What are the major outcomes and issues involving consumer behaviour?
=+4 What are aspects of the consumer’s culture that influence decisions and behaviour?
=+3 What are the main steps involved in making decisions?
=+2 What are some of the factors in the psychological core that affect consumer decisions and behaviour?
=+1 How is consumer behaviour defined?
=+explain how companies apply consumer behaviour concepts when making marketing decisions.
=+discuss the benefits of studying consumer behaviour
=+identify the four domains of consumer behaviour that affect acquisition, usage and disposition decisions
=+define consumer behaviour and explain the components that make up the definition
Using the scales in Figure 15.7, develop a questionnaire to measure students’ attitudes toward the instructor in this course according to the following guidelines:a. Prepare five statements measuring students’ attitudes via a Likert scale.b. Prepare five semantic differential scales measuring
Using one of the attitude scales in Figure 15.7, construct an instrument to assess your fellow students’opinions regarding the technological support services provided by your university.
Based on the discussion of focus groups and depth interviews (including Figures 15.3 and 15.4), develop a discussion guide for studying college students’ reactions to their brand and model of cell phone.
Some say that targeting any group of consumers who are willing and able to purchase a product is simply good marketing. For example, advertising sweet and fatty foods to young children is perfectly okay because children like sweets, and when parents buy these products at their children’s request,
Select a newspaper or magazine advertisement that attempts to provide the consumer with a decision strategy to follow in making a purchase decision. Evaluate the effectiveness of the ad you selected.
List three colleges that you considered when choosing which college or university to attend and the criteria that you used to evaluate them. Describe how you acquired information on the different colleges along the different attributes that were important to you and how you made your decision. Be
Describe the need recognition process that took place before you purchased your last can of soft drink. How did it differ from the process that preceded the purchase of a new pair of sneakers? What role, if any, did advertising play in your need recognition?
Looking at the charts presented earlier in this chapter, select a product that members of a particular nation consume heavily. Research the country’s culture and geographic location and describe why they are heavy consumers of the product selected.
Copy the list of occupations in Figure 10.15 and ask students majoring in areas other than marketing (both business and nonbusiness) to rank the relative prestige of these occupations. Do you believe that any differences in the rankings are related to the students’majors? Explain.
Identify one traditional family and one nontraditional household featured in a TV sitcom or series.Classify the traditional household according to the family life cycle stage and the other according to the living arrangements featured in Table 10.7.Compare the characteristics and consumer patterns
Under what circumstances would you expect income to be a better predictor of consumer behavior than a composite measure of social class? When would you expect the composite social-class measure to be superior?
Visit two websites that you are familiar with and write down every click that you make and the patterns and the navigation patterns and times of your surfing.Then, describe how a marketer—of a product of your choice—who had tracked your Web visits to the sites could use the observation of your
Describe the stages of the positioning process and apply them to positiong a product of your choice.
Select at least two segmentation bases that should be used jointly to segment the market for each of the following products and explain your choices: (1) men’s denim pants; (2) women’s cocktail dresses; (3) hybrid cars; (4) e-readers.
Nestlé conducted extensive and accurate market research before deciding to put Nespresso in production. Using web sources, press articles, and the corporate website, outline your background research and provide the reasons for the success of the famous espresso brand, which featured George Clooney
Which methods of survey would you adopt to investigate the attitudes of a group regarding the shopping experience in Japanese department stores, such as Isetan, Sogo, and Mitsukoshi?
Based on the discussion of focus groups and depth interviews(including Figures 16.2 and 16.3), develop a discussion guide for studying college students’ reactions to their brand and model of cell phone.
Neutrogena is a manufacturer of personal care products for young adults. The company would like to extend its facial cleansers product line. Design (1) a qualitative and (2) a quantitative research design for the company focused on this objective.
Illustrate with examples the advantages and disadvantages of different methods of conducting surveys, such as mail, telephone, personal interview, and online surveys. How would you decide which is the most appropriate?
There are a few sampling methods in use. Which of the preferred ones feature a randomized component?
Quantitative research methods are often the preferred method of choice for many analyses. Explain why.
A manufacturer of a new product for whitening teeth would like to investigate the effects of package design and label information on consumers’ perceptions of the product and their intentions to buy it. Would you advise the manufacturer to use observational research, experimentation, or a survey?
Explain the distinction between primary and secondary data, and note the characteristics of each.
Some say that targeting any group of consumers who are willing and able to purchase a product is simply good marketing. For example, advertising sweet and fatty foods to young children is perfectly okay because children like sweets, and when parents buy these products at their children’s request,
The key characteristics that influence buyer behavior toward new products are perceived risk, media influence, social characteristics, and demographic characteristics.Imagine that you are planning to purchase a brand new luxury motor vehicle, and explain how each of these factors would affect your
It is difficult to find a global definition for the term “innovation,”as it takes many forms. Organizations such as Google and the Virgin Group have succeeded in highly competitive industries due to their ability to provide some form of innovation– this could be obvious innovations of
Identify a product, service, or style that was recently adopted by you and/or some of your friends. Identify what type of innovation it is and describe its diffusion process up to this point in time. What are the characteristics of the people who adopted it first? What types of people did not adopt

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Consumer Behavior 1st Edition Schiffman, Leon G.; Wisenblit, Joseph - Solutions

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