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business
cb: consumer behaviour
Consumer Behavior 1st Edition Schiffman, Leon G.; Wisenblit, Joseph - Solutions
Think of the last time you purchased a gift for someone special.How did you know what that person would like, and what did you consider when purchasing the gift?
The mobile telephone has vastly improved over the last few decades. It had its humble beginnings in the 1970s when Motorola saw the need for better communication. In today’s society, users not only use mobile phones for phone calls and text messages, but many have their emails and social networks
Consumers purchase products to satisfy their needs; these could be luxury items or products that are necessary. Many large consumer purchases require in-depth comparisons in terms of price, quality, and brand. Imagine you are looking to purchase a product that involves research and comparison.What
What are the differences among the three problem-solving decision-making approaches? What type of decision process would you expect most consumers to follow in their first purchase of a new product or brand in each of the following areas: (a) Chewing gum, (b) Sugar, (c) Men’s aftershave lotion,
To what extent does the channel of communication affect the level of success of a new innovative product? Think of examples that have been successful and unsuccessful due to channels of communication.
Select one of the following countries: Mexico, Brazil, Germany, Italy, Israel, Kuwait, Japan, or Australia. Assume that a significant number of people in the country you chose would like to visit the United States and have the financial means to do so. Now, imagine that you are a consultant for
Interview a student from another culture about his or her use of: (a) credit cards, (b) fast-food restaurants, (c) shampoo, and (d) sneakers. Compare your consumption behavior to that of the person you interviewed and discuss the similarities and differences you discovered.
Have you ever traveled outside the United States? If you have, identify some of the differences in values, behavior, and consumption patterns that you noted between people in a country you visited and Americans.
Looking at the charts presented earlier in this chapter, select a product that members of a particular nation consume very lightly. Research the country’s culture and geographic location and describe why they are light users of the product selected.
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.
As shown earlier, Hong Kong’s Chinese spend more on clothing than any other nation. Research Hong Kong’s culture and geographic location and explain why they do so.
Coca-Cola is considering introducing very small bottles of its product in Brazil. These would cost less than bottled water. Discuss whether or not the company should do so.
An American company is considering introducing yogurt in Japan. What cultural aspects should the company study before deciding whether or not to do so?
Give three examples of product problems that companies have faced during marketing in global markets and describe how these problems could have been avoided.
Give three examples of linguistic problems that companies have faced during marketing in global markets and describe how these problems could have been avoided.
What are the advantages and disadvantages of localized promotional strategies?
What are the advantages and disadvantages of global promotional strategies?
What is cross-cultural consumer analysis? How can a multinational company use cross-cultural research to design each factor in its marketing mix for a non-domestic market? Illustrate your answer with examples.
In terms of consumer behavior, are the world’s countries and their cultures becoming more similar or more different?Discuss.
With all the problems facing companies that go global, why are so many companies choosing to expand internationally?What are the advantages of expanding beyond the domestic market?
Find two good and two bad examples of advertising directed toward elderly consumers. To what degree are these ads stereotypical? Do they depict the concept of perceived age? How could these ads be improved by applying some of this chapter’s guidelines for advertising to elderly consumers?
Many of your perceptions regarding price versus value are likely to be different from those of your parents or grandparents. Researchers attribute such differences to cohort effects, which are based on the premise that consumption patterns are determined early in life. Therefore, individuals who
Interview one baby boomer and one adult Generation Y consumer regarding the purchase of a car. Prepare a report on the differences in attitudes between the two individuals.Do your findings support the text’s discussion of the differences between boomers and Gen Y buyers? Explain.
Identify a group that can be regarded as a subculture within your university or college.a. Describe the norms, values, and behaviors of the subculture’s members.b. Interview five members of that subculture regarding attitudes toward the use of credit cards.c. What are the implications of your
a. How should marketers promote products and services to working women? What appeals should they use?Explain.b. As the owner of a BMW automobile dealership, what kind of marketing and service strategies would you use to target working women?
Marketers realize that people of the same age often exhibit very different lifestyles. Using the evidence presented in this chapter, discuss how developers of retirement housing can use older Americans’ lifestyles to segment their markets.
In view of the anticipated growth of the over-50 market, a leading cosmetics company is reevaluating its marketing strategy for its best-selling moisturizing face cream for women. Should the company market the product to younger(under 50) as well as older women? Would it be wiser to develop a new
Asian Americans are a small proportion of the total U.S.population. Why are they an important market segment?How can a marketer of tablet computers effectively target Asian Americans?
How can marketers of the following products use the material presented in this chapter to develop promotional campaigns designed to increase market share among African American, Hispanic, and Asian American consumers? The products are:(a) iPods, (b) ready-to-eat cereals, and (c) designer jeans.
Discuss the importance of subcultural segmentation to marketers of food products. Identify a food product for which the marketing mix should be regionalized. Explain why and how the marketing mix should be varied across geographic areas of the United States.
Why is subcultural analysis especially significant in a country such as the United States?
Find five ads promoting green products or activities and explain whether you believe each one is effective or not.
An advertisement has to be quite specific in order to adequately target the interests of a populace. In many Asian countries language is the first variable of choice, and the specific language used in an ad can help to identify its intended customers. Select and study five different audiovisual
a. Summarize an episode of a TV or online series that you watch regularly. Describe how the episode transmitted cultural beliefs, values, and customs.b. Select three commercials that were broadcast during the episode and describe how each reflects a cultural value(s).
Rituals and routines are highly subjective and culture-specific.For example, an Asian breakfast can be different from a Western one in terms of food selection, time of day, and favored locations. With the help of online research, try to identify the major differences in the two by preparing a list
Identify a singer or singing group whose music you like and discuss the symbolic function of the clothes that person (or group) wears.
Do the intended consumers react differently to green products depending on their countries of origin? If so, why?
Why is the Internet a relevant source of health and fitness information for people, and how can it be used for marketing purposes in this area?
For each of the following products and activities:a. List two relevant core values and explain your choices.b. Describe how each value either encourages or discourages buying the product or engaging in the activity.The products and activities are:1. Donating blood 2. Visiting tanning salons 3.
The Citrus Growers of America is designing an advertising campaign aimed at getting consumers to switch to orange and grapefruit juices instead of soft drinks, as a “sugar jolt” in the late afternoon. Describe how the organization can use the Rokeach and the Gordon measures in planning its
Distinguish between terminal and instrumental values and their subsets. What does this classification identify?According to the Rokeach typology, in terms of cultural orientation, individuals can belong to one of four types. Make a list of them, with a section for the subsets, and analyze their
In what ways do the three forms of cultural learning differ from one another? How can each be used effectively in marketing and advertisements?
Discuss what is meant by the term “social status,” and explore the features you can identify in an individual’s social group. Do you feel you belong to a social group?
Discuss and evaluate the social changes in the last 100 years. Consider global events such as the two world wars, the global recessions of the 1930s and 2008, technology advancements, and changes in worklife balance. What has influenced changes in society over time, and how has family as a social
In this chapter, we have considered how parents and siblings play a role in the consumer socialization of their children and young brothers and sisters, and how adults continue to be socialized throughout their lives. However, we have not considered how children (especially teens and young adults)
You are the owner of two furniture stores, one catering to upper-middle-class consumers and the other to lower-class consumers. How do social-class differences influence each store’s: (a) product lines and styles, (b) advertising media selection, (c) copy and communications style used in the ads,
To what extent is technology an aspect of social class? Does it require its own social group?
Which status-related variable—occupation, education, or income—is the most appropriate segmentation base for: (a)family vacations, (b) opera subscriptions, (c) subscribing to online.wsj.com, (d) shopping at Whole Foods supermarkets,(e) buying from freshdirect.com, (f) purchasing new models of
A composite-variable index is used to better understand social class. Please explain and evaluate each element of the index. The three key elements are:a. Occupationb. Educationc. Income
Why do marketing researchers use objective, rather than subjective, measures of social class?
Which of the five stages of the family life cycle constitutes the most lucrative segment for each of the following products and services: (a) TV cable subscriptions, (b) Club Med vacation, (c) Domino’s Pizza, (d) iPods, (e) mutual funds, and (f) the fastest Internet access available in one’s
For many years, the key subjective measurement of social class has been particular items of value, such as the type of car, brand of clothing, and technology that an individual has access to. Looking at recent advancements in technology and consumer buying power, is this still one of the measures
As individuals reach the age of retirement, they become more dependent on services. These services can be provided by both private and public sectors. Identify which services are required, and how involved the government should be in providing these services.
Locate an online company that recruits buzz agents and register as one. Keep a diary of all your contacts with the organization for about one month. Summarize the diary and discuss whether the company was right to make you a buzz agent and explain why or why not.
Prepare a list of negative rumors that you (or your friends)have heard recently about a company or a product.
Find ads that encourage consumers to engage in word-ofmouth communications.
Describe two situations in which you served as an opinion leader and two situations in which you sought consumptionrelated advice or information from an opinion leader. Indicate your relationship to the persons with whom you interacted. Are the circumstances during which you engaged in
With a paper and pencil, spend one hour watching a network television channel during prime time. Record the total number of commercials that aired. For each commercial that used a celebrity endorser, record the celebrity’s name, the product or service advertised, and whether the celebrity was
Amazon has introduced a new e-book reader that is more expensive than previous models but has many more features.How can the company use the adopter categories in marketing this product?
What are the implications of the sleeper effect for the selection of spokespersons and the scheduling of advertising messages?
You are the marketing vice president of a large soft-drink company. Your company’s advertising agency is in the process of negotiating a contract to employ a superstar female singer to promote its product. Discuss the reference group factors that you would consider before the celebrity is hired.
List and discuss the factors that affect the credibility of formal communications sources of product information. What factors influence the perceived credibility of informal communications sources?
How can marketers use social networks, brand communities, and weblogs to locate new customers and target them?
Compare the advantages and disadvantages of the methods of measuring opinion leadership.
What is the difference between membership groups and symbolic groups? List one membership group and one symbolic group that influence your purchases. Explain which group influences you more and why.9.4.How can companies strategically use buzz agents and viral marketing? Illustrate with examples.
What are reference groups? List and discuss at least four groups that influence your purchases. For each group, indicate whether its influence is comparative or normative (or, possibly, both) and explain your answers.
Why is an opinion leader a more credible source of product information than an advertisement for the product?Are there any circumstances in which information from advertisements is likely to be more influential than word-of-mouth?
Join one of the apps in Figure 8.4 and categorize the permission you have been asked for according to the four permissions categories discussed in this chapter.
List and describe five product placements that you have seen in TV shows and movies.
Take pictures of two illustrations of out-of-home media, present them in class, and describe why are they effective or not.
Why has advertising on network TV and in magazines been steadily declining?
List and describe two advantages and two disadvantages of mobile advertising.
Compare the advantages and disadvantages of the following measurement techniques: Google Analytics, media exposure effects, and Nielsen’s cross-platform measures.
List and describe four advantages of social media over traditional media.
Describe Google’s role in advertising online.
Strategically speaking, why is impression-based targeting better than segment-based targeting?
Watch an hour-long TV program and its commercials, without writing any notes. A day later, list all the commercials you can recall seeing. For each commercial, identify: (a) The message framing approach used, and(b) Whether the message was one-sided or two-sided.Discuss what you had remembered in
Find print ads using each of the following advertising appeals: Fear, sex, and humor. Discuss their effectiveness and persuasive value in class.
Find two print advertisements: One illustrating a onesided message and the other a two-sided message. Which of the measures discussed in this chapter would you use to evaluate the effectiveness of each ad? Explain your answers.
A marketer of a new car model launched through commercials during the Super Bowl intends to use attitudinal measures, as well as day-after recall tests, to estimate the commercials’ effectiveness. How should the company do so?
How is communications feedback related to the measurement of persuasion and sales effects?
Do sexual appeals work better than other appeals? Explain your answer and illustrate with examples.
Why must marketers use fear appeals in advertising cautiously?How can they do so?
What are the advantages and disadvantages of using humor in advertising?
For what kinds of audiences would you consider using comparative advertising? Why?
Should marketers use more verbal copy than artwork in print ads? Explain your answer.
How can marketers construct and transmit addressable ads?Illustrate with a promotion of a product or service of your choice.
Compare broadcasting and narrowcasting and explain why are marketers moving away from using broadcasting and into narrowcasting and addressable marketing.
Discuss the strategic differences between traditional media channels and new media.
List and discuss the effects of psychological noise on the communications process. What strategies can a marketer use to overcome psychological noise?
Explain the differences between feedback from interpersonal communications and feedback from impersonal communications.How can the marketer obtain and use each kind of feedback?
Think back to the time when you were selecting a college.Did you experience dissonance after you had made a decision?Why or why not? If you did experience dissonance, how did you resolve it?
Find advertisements that illustrate each of the four motivational functions of attitudes. Describe how each ad either reinforces an existing attitude or is aimed at changing an attitude.
Describe a situation in which you acquired an attitude toward a new product through exposure to an advertisement.Describe a situation in which you formed an attitude toward a product or brand on the basis of personal influence.
Find two print ads, one illustrating the affective component and the other illustrating the cognitive component. Discuss each ad in the context of the tri-component model. Why has each marketer taken the approach it did?
A college student has just purchased a new Apple iPad.What factors might cause the student to experience postpurchase dissonance? How might the student try to overcome it? How can the retailer who sold the computer help reduce the student’s dissonance? How can the computer’s manufacturer help?
The department of transportation of a large city is launching an advertising campaign that encourages people to switch from private cars to mass transit. How can the department use the following strategies to change commuters’attitudes: (a) Changing the basic motivational function,(b) Changing
Explain how can the product manager of a breakfast cereal change consumer attitudes toward the company’s brand by:(a) Changing beliefs about the brand, (b) Changing beliefs about competing brands, (c) Changing the relative evaluation of attributes, and (d) Adding an attribute.
How can the marketer of a “nicotine patch” (a device that assists individuals to quit smoking) use the theory of trying-to-consume? Using this theory, identify two segments of smokers that the marketer should target and explain how to do so.
Visit a supermarket. Can you identify any packages where you think the marketer’s knowledge of stimulus generalization or stimulus discrimination was incorporated into the package design? Note these examples and present them in class.
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