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business
cb: consumer behaviour
Consumers Behavior 12th Edition Joseph WisenblitJoseph Wisenblit, Joseph Wisenblit - Solutions
b. As the owner of a BMW automobile dealership, what kind of marketing and service strategies would you use to target working women?
7.a. How should marketers promote products and services to working women? What appeals should they use?Explain.
6. 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.
5. 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 age 50) as well as older women? Would it be wiser to develop
4. 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?
3. 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 American, and Asian American consumers? The products are: (a) smartphones, (b) ready-to-eat cereals, and(c)
2. 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.
1. Why is subcultural analysis especially significant in a country such as the United States?
1 million of them, were over 50 years old, and the American Association of Retired Persons (AARP) estimated that U.S. consumers in this age bracket own 80% of U.S. financial assets.
In the year 2010, fully one third of all Americans,
They account for nearly half of consumer-packaged goods spending and control between 65% and 75% of the disposable income in the United States.81
They include trendsetting, upwardly mobile professionals who have influenced the consumer tastes of all age segments.
They frequently make similar purchase decisions that influence entire categories of consumer goods.
They are a large and distinctive age category (the term baby boomers was probably the first distinct and universally recognized name of an American generation).
They constitute about 50% of all those in professional and managerial occupations and more than half of those have at least one college degree.
6 To understand the influence of gender, gender identity, and sexual orientation on consumer behavior.
5 To comprehend age and generational influences on consumer behavior.
4 To know about the influence of geographic locations and regional characteristics on consumer behavior.
3 To understand the impact of religious affiliations on consumer behavior.
2 To realize the influence of nationality and ethnicity subcultures on consumer behavior.
1 To understand the subcultures and consumption globally and within the United States.
11. Find five ads promoting “green” products or activities and explain whether you believe each one is effective or not.
b. Describe how the symbols in each ad convey the deodorant’s characteristics and brand image.
10.a. Find advertisements for two brands of deodorants. Do a content analysis of the written and pictorial aspects of each ad. Identify any core values portrayed in each ad and explain your choices.
b. Select three commercials that were broadcast during the episode and describe how each reflects a cultural value(s).
9.a. Summarize an episode of a Netflix, TV show, or online series that you watch regularly. Describe how the episode transmitted cultural beliefs, values, and customs.
8. Thinking of your daily routines, identify one routine that you consider a ritual. Describe it and explain why it is a ritual. Assume that you allow a marketing researcher come to your house and observe your entire ritual. Explain how the marketer of a product that you use during your routine can
7. Identify a singer or singing group whose music you like and discuss the symbolic function of the clothes that person (or group) wears.
4 To understand core cultural values and their marketing applications.
3 To understand the means to study cultural values.
2 To understand cultural learning.
1 To understand culture’s dynamics and impact on consumer behavior.
13A, B, and C, 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.
11. Copy the list of occupations in Figures
3. Compare the characteristics and consumer patterns of the two households.
10. Identify one traditional family and one nontraditional household featured on the Ikea website (http://www.ikea.com/gb/en/ideas/). Classify the traditional household according to the family life cycle stage and the other according to the living arrangements featured in Table
9. 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
8. You are the owner of two furniture stores, one catering to uppermiddle-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,
7. Consider the Rolex watch, which has a retail price range starting at about $4,500 for a stainless-steel model to tens of thousands of dollars for a solid-gold model. How might Rolex use geodemographic clustering in its marketing efforts?
6. 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
4. Why do marketing researchers use objective, rather than subjective, measures of social class?measure of social class? When would you expect the composite social-class measure to be superior?
3. 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
2. As a marketing consultant, you have been retained by the Walt Disney Company to design a study investigating how families make vacation decisions. Among the family members, whom would you interview? What kind of questions would you ask? How would you assess the relative power of each family
1. How does the family influence the consumer socialization of children? What role does television advertising play in consumer socialization?
7 To understand how to employ geodemographics to locate target markets.
6 To understand the demographics, lifestyles, and consumption patterns of social classes.
5 To understand the impact of social class on consumer behavior.
4 To understand the consumer behavior of nontraditional families and households.
3 To understand the family life cycle.
2 To understand how families make purchase decisions.
1 To understand consumer socialization.
14. 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.
13. Prepare a list of negative rumors that you (or your friends)have heard recently about a company or a product.
12. Find ads that encourage consumers to engage in word-ofmouth communications.
11. Describe two situations in which you served as an opinion leader and two situations in which you sought consumption-related 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
10. 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
9. 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?
8. 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.
7. How can marketers use social networks, brand communities, and weblogs to locate new customers and target them?
6. Compare the advantages and disadvantages of the methods of measuring opinion leadership.
5. How can companies strategically use buzz agents and viral marketing? Illustrate with examples.
4. 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?
3. 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?
2. 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.
1. What are reference groups? List and discuss at least four groups that influence your purchases. For each group, indicate whether its influence is comparative, normative, or both, and explain your answers.
5 To understand how consumers adopt innovations over time.
4 To understand word-of-mouth’s online prevalence, strategic applications, and perils.
3 To understand the dynamics of opinion leadership and word-of-mouth.
2 To understand the persuasive power of spokespersons, endorsers, celebrities, salespersons, vendors, and media.
1 To understand the credibility and influence of reference groups.
18. If you have access to interactive TV, watch a program of your choice and make notes on how such viewing differs from watching traditional TV.
17. Sort the permissions you have requested from sources according to the permissions categories discussed in this chapter.
16. List and describe five product placements that you have seen in TV shows and movies.
15. Take pictures of two illustrations of out-of-home media, present them in class, and describe why they are or are not effective.
14. Using the same format as in the previous question, discuss social media’s influence on your parents’ buying behavior.
13. In groups of four, discuss and compare how social media has influenced your consumer behavior.
12. What is branded content and how can it be used effectively?
11. How has print media reacted to the decline of their advertising revenues?
10. Compare advertising on traditional TV and doing so on interactive TV.
9. List and describe the factors that negatively impact measuring the effectiveness of advertising on social media.
8. Why is it more difficult to measure the effectiveness of advertising campaigns on social media than assess the results of advertising on traditional media?
7. Describe how one’s age impacts marketers’ targeting using mobile media.
6. List and describe two advantages and two disadvantages of mobile advertising.
5. Describe Google’s role in advertising online.
4. Describe how marketers can use Twitter effectively.
3. List and describe social media’s channels and illustrate how marketers use them for advertising.
2. How do marketers enhance consumer engagement with their offerings using social media?
1. What are the implications of social media for consumer behavior?
Measure the campaign’s effectiveness
Examine the pricing models for securing access to social media, which, unlike pricing for advertising space on traditional print and broadcast communication channels, vary greatly. Then, set the expenditures needed to achieve the campaign objectives.
Produce the campaign’s content using internal or external resources.
Examine the platforms available and determine which ones to use so as to achieve the objectives.
Define the campaign’s objectives and strategic approaches.
15. 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
14. Find print ads using each of the following advertising appeals:fear, sex, and humor. Discuss their effectiveness and persuasive value in class.
13. Find two print advertisements—one illustrating a one-sided 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.
12. 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?
11. How is communications feedback related to the measurement of persuasion and sales effects?
10. Do sexual appeals work better than other appeals? Explain your answer and illustrate with examples.
9. Why must marketers use fear appeals in advertising cautiously?How can they do so?
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