Consumers Behavior 12th Edition Joseph WisenblitJoseph Wisenblit, Joseph Wisenblit - Solutions

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Imagine that you are the instructor of this course and that you are trying to increase student participation in class discussions.How would you use reinforcement to achieve your objective?
What is the relationship between brand loyalty and brand equity? What role do both concepts play in the development of marketing strategies?
How does information overload affect the consumer’s ability to comprehend an ad and store it in his or her memory?
Which form of learning—classical conditioning, instrumental conditioning, observational learning, or cognitive learning—best explains the following consumption behaviors:(a) buying a six-pack of Gatorade, (b) preferring to purchase jeans at a Diesel Store, (c) buying an e-reader for the first
Neutrogena, a company known for its “dermatologist recommended”skin care products, introduced a line of shaving products for men. How can the company use stimulus generalization to market these products? Is instrumental conditioning applicable to this marketing situation? If so, how?
How can the principles of: (a) classical conditioning and(b) instrumental conditioning be applied to the development of marketing strategies?
Select a company that produces several versions of the same product under the same brand name (do not use one of the examples discussed in this chapter). Visit the firm’s website and prepare a list of the product items and the benefits that each item offers to consumers. Are all these benefits
Discuss the roles of extrinsic and intrinsic cues in the perceived quality of: (a) wines, (b) restaurants, (c) smartphones, and (d) graduate education.
What are the implications of figure-and-ground relationships for print ads and for online ads? How can the figure-and-ground construct help or interfere with the communication of advertising messages?
How do advertisers use contrast to make sure that their ads are noticed? Would the lack of contrast between the ad and the medium in which it appears help or hinder the effectiveness of the ad?
For each of these products—chocolate bars and cereals—describe how marketers can apply their knowledge of the differential threshold to packaging, pricing, and promotional claims during periods of (a) rising ingredient and materials costs and (b) increasing competition.
Look around the room and select a product in view. How could you use brand personification to promote this product to consumers?
Have a look at a magazine and pick out two to three fullpage ads. Which stages of Maslow’s hierarchy of needs do they apply to? Do any of the ads cover more than one of the stages?
A marketer of health foods would like to segment its market on the basis of self-image. Describe how the marketer can use actual self-image and ideal self-image to do so.
Is there likely to be a difference in personality traits between individuals who readily purchase foreign-made products and those who prefer American-made products? How can marketers use the consumer ethnocentrism scale to segment consumers?
Describe the type of promotional message that would be most suitable for each of the following personality market segments, and give an example of each: (a) highly dogmatic consumers, (b) inner-directed consumers, (c) consumers with high optimum stimulation levels, (d) consumers with a high need
Research has found that the target market selected by the maker of a digital camera consists primarily of individuals who are other-directed and also have a high need for cognition.How can the camera’s marketer use this information in promoting its product?
Contrast the major characteristics of the following personality theories: (a) Freudian theory, (b) neo-Freudian theory, and(c) trait theory. In your answer, illustrate how each theory is applied to the understanding of consumer behavior.
How would you explain the fact that, although no two individuals have identical personalities, personality is sometimes used in consumer research to identify distinct and sizable market segments?
What are the features of qualitative research, and what are the techniques used to undertake this type of research?
For each of the following products, select one level from Maslow’s hierarchy of human needs. Describe how you would use the need you selected in promoting the product to a market segment of your choice. The products are: ereaders, expensive shoes, and vacation homes.
Maslow’s hierarchy of needs begins with the primacy of physiological needs and puts self-actualization at the top of the pyramid. Some academics have claimed that this theory is flawed. Discuss why this might be true.
Think of a product or service of your choice. Now enumerate ways in which it could be marketed to target consumers as both an approach object and an avoidance object. Cite appropriate examples.
Find three print advertisements directed at three different clusters, each one belonging to one of the three frameworks listed in Table 2.3: PRIZM, P$YCLE, and ConneXions.Explain your choices.
Imagine you are the brand director of a successful, but mature antiseptic cream gradually heading toward the decline stage of product life cycle. How might you go about repositioning your product? How will this affect the life of the antiseptic cream?
Have a look at one of your social media accounts. How many “Likes” do you have? How many comments do you have? How quickly do people post comments in response to your content? How many people are you following?What are the things that people are interested in, and what topics do they engage in
Select a product and brand that you use frequently and list the benefits you receive from using it. Without disclosing your list, ask a fellow student who uses a different brand in this product category (preferably a friend of the opposite sex) to make a similar list for his or her brand. Compare
How might retailers reevaluate the segmentation base of social class during a recession? What kinds of tactics might they use, and how might this help the customer and the retailer?
What is umbrella positioning? Illustrate its pros and cons with the help of an example.
Explain how marketers can use each of the following pieces of data in predictive analytics:a. The websites consumers visit.b. Consumers’ levels of engagement with visited websites(i.e., the pages viewed, length of visits, frequency of return to the site).c. Visitors’ and consumers’ interests,
Using one of the frameworks described in Table 2.3, find at least two suitable segments for one of the following products:(1) SUVs; (2) financial retirement plans; or (3) LED TVs. Using Nielsen’s online Zip Code Look-Up, identify the closest location of consumer clusters belonging to these
Mobile service providers segment their customers based on several variables. What are some of these variables? Identify five benefits that mobile users might seek that could be used for targeting this group.
Regent Seven Seas Cruises and Royal Caribbean International are two companies in the vacation and travel industry.After looking at their websites, describe the kind of consumers that each company is seeking to attract. Also, describe how either company can use demographics and psychographics to
For each of the following products, identify the segmentation base that you consider to be the best for targeting consumers:(a) biscuits, (b) shampoo, (c) wireless broadband, and (d) holidays. Explain your choices.
Discuss the advantages and disadvantages of using demographics as a basis for segmentation. Can demographics and psychographics be used together to segment markets? Illustrate your answer with a specific example.
Apply the criteria for effective targeting to marketing a product of your choice to college students.
Rolph E. Anderson and Srinivasan Swaminathan,“Customer Satisfaction and Loyalty in E-Markets: A PLS Path Modeling Approach,” Journal of Marketing Theory& Practice, 19 (2) (Spring 2011): 221–234.
Stephanie Clifford, “Social Media Are Giving a Voice to Taste Buds,” nytimes.com, July 30, 2012.
Andrew Adam Newman, “Marketers Promoting a Granola Bar Hit the Trails in National Parks,”nytimes.com, March 7, 2012.
Frederick F. Reichheld and W. Earl Sasser, Jr., “Zero Defections: Quality Comes to Services,” Harvard Business Re view (September–October 1990): 105–111;Michael Treacy and Fred Wiersema, “Customer Intimacy and Other Value Disciplines,” Harvard Business Review(January–February 1993):
Suzanne Vranica, “MTV Aims for Multitasker,”online.wsj.com, September 5, 2012.
Spencer E. Ante, “Online Ads Can Now Follow You Home,” online.wsj.com, April 29, 2013.
William Launder, “Retailers Become Judges on NBC’s‘Fashion Star,’” nytimes.com, March 13, 2012.
Suzanne Vranica, “Ads Let Viewers Be Mad Men,”online.wsj.com, February 2, 2013; Suzanne Vranica,“Tweets Spawn Ad Campaigns,” online.wsj.com, October 21, 2012.
Daniella Zalcman, “Online Ingredients for Success,”online.wsj.com, May 24, 2011.
Courtney Rubin, “What Do Consumers Want? Look at Their Selfies,” nytimes.com, May 7, 2016.
Robert D. Hof, “Marketing in the Moments, to Reach Customers Online,” online.wsj.com, January 17, 2016.
“The Portland Trail Blazers Score ROI with Facebook Advertising,” MeritDirect CO-OP, April 17, 2017.
Ben Fritz, “Hollywood Now Worries about Viewer Scores, Not Reviews,” online.wsj.com, July 20, 2016.
A general ad space buy costs around $1 to $2 for a thousand impressions. If many competitors bid, that may rise to $4 to $15 for a thousand impressions. However, these figures very widely and do not represent the millions of bids that are submitted daily.
5 were composed by the authors based on portions of the data from Julia Angwin and Jeremy Singer-Vine, “Selling You on Facebook,”online.wsj.com, April 8, 2012.
4 and
Graphs for Figures
Christine Haughney, “Guided by Lucky Magazine:Shopping Will Soon Require Less Clicking,” nytimes.com, August 5, 2012.
Robin Sidel, “Retailers Join Payment Chase,”online.wsj.com, March 2, 2012.
Stephanie Clifford,” “Retailers Add Gadgets for Shoppers at Ease with Technology,” nytimes.com, November, 23, 2012.
Stephanie Clifford, “Shopper Alert: Price May Drop for You Alone,” nytimes.com, August 9, 2012.
Stuart Elliott, “For CVS Regulars, Ads Tailored Just to Them,” nytimes.com, October 10, 2013.
Molly Wood, “A New Kind of E-Commerce Adds a Personal Touch,” nytimes.com, August 13, 2014.
Jessica Vascellaro and Shara Tibken, “Apple Jumps into Textbooks,” online.wsj.com, January 20, 2012.
Ann Zimmerman and Elizabeth Holmes, “Target to Match Online Prices, Following Best Buy,”online.wsj.com, October 16, 2012.
Hillary Stout, “More Retailers See Haggling as a Price of Doing Business,” nytimes.com, December 13, 2013.
Shelly Banjo and Sara Germano, “The End of the Impulse Shopper,” online.wsj.com, November 24, 2014.
Laura Stevens, “Online Shopping Is Bringing Buyers into Stores, Survey Says,” online.wsj.com, June 3, 2015.
Nielsen Insights, “The Where Behind the Wear:Americans Are Buying Clothes In-Store, Online and On Their Phones,” June 8, 2016.
Leslie Kaufman and Tanzina Vega, “Media Giants Chase Online Ads with Original Shows,” nytimes.com, May 5, 2013.
Ad Age Social Media Facts 2016. Report by Advertising Age.
www.gm.com/company/corp_info/history
Alex Hutchinson, “How Salad Can Make Us Fat,”nytimes.com,October 23, 2015.
3. What are the advantages and limitations of secondary data?
4 To understand how to combine qualitative and quantitative research, sampling, and data analysis.
3 To understand the purpose and tools of quantitative research.
2 To understand the purpose and tools of qualitative research.
1 To understand how to conduct exploratory research and review secondary data.
5. Why is it important to study consumer ethics?
9 To understand consumers’ ethical obligations
8 To understand promoting socially beneficial causes.
7 To understand offensive communications.
6 To understand the damage of false and misleading advertising.
5 To understand how marketers disguise advertisements.
4 To understand the harm caused by misleading labels.
3 To understand how marketers exploit and manipulate children and others.
2 To understand the wide-ranging abuse of consumers’ privacy.
1 To understand the importance of marketing ethics and social responsibility.
11. 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.
3 To understand how new products gain acceptance and how individuals decide whether or not to adopt them.
2 To understand the dynamics of buying gifts.
1 To understand the consumer decision-making process and consumer decision journey.
5 To understand the applications of psychographics in targeting consumers in other countries.
4 To understand how to evaluate global marketing prospects.
3 To understand localization and standardization of products and promotions.
2 To understand how to research the cultures of consumers in other countries.
1 To understand how cultural values and customs impact the buying patterns of consumers in other countries.
11. 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?
10. 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
9. 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.
c. What are the implications of your findings for marketing credit cards to the group you selected?
b. Interview five members of that subculture regarding attitudes toward the use of credit cards.
a. Describe the norms, values, and behaviors of the subculture’s members.
8. Identify a group that can be regarded as a subculture within your university or college.

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Consumers Behavior 12th Edition Joseph WisenblitJoseph Wisenblit, Joseph Wisenblit - Solutions

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