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business
cb: consumer behaviour
Consumer Behavior In Action 1st Edition Geoffrey Paul Lantos - Solutions
4. To use your knowledge of your social class to design an ad that would appeal to members of your social class.
3. To understand how advertisers try to influence you by appealing to your social class characteristics and aspirations.
2. To gain insight into how your social class has influenced your CB.
1. To determine which social class in the Coleman-Rainwater Social Class Hierarchy you belong to and to be able to cite evidence for this.
5. Describe the Coleman-Rainwater Social Standing Hierarchy and its use by marketers.
4. Describe how the concepts of upward social mobility and relative occupational class income can each result in targeting two adjacent social classes simultaneously with one marketing program.
3. Why is social class a useful variable for market segmentation?
2. Compare the two major systems for stratifying a society in terms of four important criteria.
1. Explain the relationship between social stratification and social class.
4. To enable you to use knowledge of the social class hierarchy to design ads that appeal to members of various social classes.
3. To help you understand how marketers can simultaneously target members of adjacent social classes by using either an upward pull strategy or by appealing to the overprivileged or underprivileged within an adjacent social class.
2. To give you insight into and the ability to recognize how marketers use social class positioning in their advertising.
1. To familiarize you with the Coleman-Rainwater social standing hierarchy.
3. To have you use your understanding of your own subculture(s) to design an ad that would appeal to members of your subculture.
2. To have you recognize how advertisers try to influence you by appealing to your subcultural heritage.
1. To help you understand how your own values, norms, attitudes, and other cultural characteristics are influenced by the subculture(s) to which you belong.
6. What are the three age-related phenomena marketers need to distinguish when practicing generational marketing?
5. What is the relationship between micromarketing and geodemographic segmentation?
4. Cite and explain the three important bases for ethnic segmentation.
3. Cite six important subcultural considerations discussed in the exercise and an example of each for all four primary bases of subcultural segmentation.
2. What are the four primary bases for subcultural marketing? Cite and describe major groups within each of these segmentation schemes. What other bases are also sometimes used for subcultural marketing?
1. Explain the relationship between social categories, subcultures, and social classes.
5. To have you use your own understanding of subcultural segments to design ads that appeal to members of those segments.
4. To have you take a stand on the controversial issue of targeting minorities with potentially dangerous products.
3. To enable you to analyze how advertisers become more effective by using their understanding of subcultural markets.
2. To make you aware of six major considerations for subcultural marketing.
1. To familiarize you with the different bases for subcultural segmentation—ethnicity, religion, geography, and age—and to enable you to describe the major segments using each.
4. Why is it important for marketers to be sensitive to cultural norms, both in the domestic market and when marketing internationally?
3. How do sanctions reinforce cultural norms?
2. Cite and describe the different types (categories) of cultural norms.
1. What are cultural norms? Cite some examples.
3. To enable you to think about and experience firsthand the consequences of violating cultural norms.
2. To help you gain an appreciation for marketers’ sensitivity to cultural norms, which they must avoid violating.
1. To help you understand the nature and different types of cultural norms.
3. What is the nature of the relationship between values and evaluative criteria?
2. Explain the relationship between cultural values and personal values and between global values and domain-specific values.
1. Describe each of the following schemes for classifying cultural values: Hofstede’s cultural dimensions, core global American values, Rokeach’s terminal and instrumental values, and focusof-orientation values.
5. To provoke thought and discussion on the nature of the intertwining cause-and-effect relationship between advertising and cultural values by analyzing ads to determine whether advertising shapes or reflects society’s values.
4. To have you compare your own personal values with those of American society and to reflect on how any differences between these two values sets influence your receptivity to advertisements featuring mainstream American cultural values.
3. To give you experience in witnessing how American cultural values have both survived and evolved over time and how American values differ from those in other societies, as revealed through examining advertising from different decades and cultures.
2. To have you observe and understand how advertisers incorporate cultural values into their advertising appeals and relate them to product features.
1. To help you understand the nature of cultural values by examining several popular classification schemes.
3. What is a time capsule and how does it relate to the concept of physical trace evidence?
2. What types of cultural artifacts do marketers contribute to the popular culture?
1. Cite and describe two major categories of material artifacts. Into which category would most consumer goods fall?
3. To give you insight into the role of marketing activities in contributing to a society’s cultural artifacts.
2. To have you describe cultural artifacts from various eras, working from your memory and conducting online research.
1. To help you understand the contribution of cultural artifacts to society.
4. Cite examples of cultural behavior and activities and how they present marketing opportunities.
3. How do cognitive components of culture differ from material artifacts? What are the major types of cognitive components marketers can tap into?
2. What are the major types of symbols? Which ones are marketers most likely to use?
1. Describe the four major categories of cultural cues and examples of specific types of elements included in each category. Explain the marketing relevance of each of these categories.
3. To have you witness how advertising reflects changes in cultural components over time and differences in these elements across cultures.
2. To help you understand how marketers infuse their marketing communications with cultural components to appeal to members of society and allow you to experience how they appeal to consumers.
1. To enable you to recognize and categorize the different elements that constitute culture.
5. Discuss some of the marketing opportunities that might arise from the miscellaneous postpurchase behavior outcomes described in the exercise.
4. What is postpurchase dissonance and how does it differ from dissatisfaction? In which types of purchase situations is dissonance most likely to occur? Describe consumer strategies that reduce dissonance and marketer strategies that help alleviate dissonance.
3. Explain how consumer satisfaction/dissatisfaction (CS/D) arises, the origins of the desires and expectations that determine CS/D, and why CS/D is important to marketers. Then, describe marketing strategies that can enhance customer satisfaction.
2. Outline the major categories of postpurchase outcomes, and summarize why each is important to marketers.
1. What is relationship marketing and why is it so important?
2. To get practice in seeking marketing opportunities from postpurchase behavior.
1. To recognize how marketers must understand, appeal to, and take advantage of postpurchase outcomes, such as postpurchase evaluation (resulting in satisfaction/dissatisfaction and possible dissonance).
3. What are the primary factors in the purchase environment affecting buyer decisions and how does each influence those decisions? How can manufacturers and retailers make decisions to influence purchases by considering these factors?
2. What are the three major categories of unanticipated circumstances affecting product and brand choice? Cite several examples from each category.
1. Outline and explain the important evaluative criteria that influence outlet selection.
5. To acquire experience in evaluating a retailer’s performance on evaluative criteria and purchase environment factors.
4. To gain additional understanding into your own shopping behavior.
3. To understand and critically analyze the factors in the purchase environment that affect brand choices, as well as their implications for both retailers and manufacturers.
2. To explain how the macroenvironment, microenvironment, and personal purchase situational factors can all influence brand choice decisions when shopping.
1. To understand and critically analyze the evaluative criteria that influence selection of outlets(retail stores and Web sites).
3. Describe the strengths and limitations of shopbots.
2. What are the major types of shopbots? Give some examples of each.
1. What are shopping bots? How do they work?
4. To understand the strengths and limitations of shopping bots.
3. To get firsthand experience in using shopping bots to make purchase decisions.
2. To become familiar with the two types of shopping bots.
1. To apply the theoretical material on the alternative evaluation process from Exercises 4.3 and 4.4 to evaluating brands in an online environment.
4. Compare decision heuristics and the affect referral rule in terms ofa. use or nonuse of criteria and number of criteria used, andb. attitude-based vs. attribute-based choices.
3. Compare the four noncompensatory rules—conjunctive, disjunctive, lexicographic, and elimination by aspects—in terms ofa. use of choice by processing brands vs. choice by processing attributes,b. use of importance values (weighting, ranking, or neither),c. use of cutoffs (minimum standards),
2. Compare the two compensatory decision rules—weighted compensatory rules and unweighted compensatory rules—in terms ofa. use of importance values, andb. assumption of finite vs. infinite ideal point models.
1. Describe each of the four major categories of consumer decision models—compensatory, noncompensatory, decision heuristics, and affect referral—in terms ofa. nature and amount of information used,b. procedure for using information, andc. marketing strategy implications.
5. To be able to quantitatively analyze consumers’ use of the different alternative evaluation rules.
4. To enable you to evaluate advertising messages in light of these decision rules.
3. To learn how knowledge of the decision models can give insight into new product development and promotion strategies.
2. To give you insight into how you have applied decision rules when shopping.
1. To help you understand and recognize the different decision models consumers use to evaluate alternatives, as well as the situations in which they are most likely to use each.
5. Explain how knowledge of the alternative evaluation process could be used to improve:a. Product development effortsb. Promotional efforts
4. Describe (a) the nature of research done, (b) possible problems of response bias, and (c) remedies for the various types of response bias that can occur when collecting data for each of the following four elements of the alternative evaluation process:a. Evaluative criteria usedb. Relative
3. Describe the logic behind and the process of means-end chain analysis.
2. Explain the difference between each of the following:a. Salient, important, and determinant attributesb. Attitude-based and attribute-based choicesc. Features and benefits, and the three types of benefits: functional, experiential, and hedonic
1. Describe the alternative evaluation process, including inputs into it, the process of formation of beliefs and attitudes, and the outcomes of the process.
6. To give you practice using knowledge of the nature of evaluative criteria for product design, analytical attribute analysis, and advertising copywriting.
5. To give you experience using consumer research to discover the alternative evaluation process that consumers use for a particular product.
4. To enable you to analyze the use of evaluative criteria and means–end chain analysis in advertising.
3. To give you insight into your own alternative evaluation process.
2. To familiarize you with the different types of evaluative criteria.
1. To provide an overview of the alternative evaluation process and the nature of consumer research used to understand this process.
4. Describe the classification scheme for consumer information sources (found in Exhibit 4.8). Cite the major advantages and disadvantages of each of the four general types of sources shown in Exhibit 4.8 (e.g., marketer-controlled, personal sources).
3. What factors influence the degree of prepurchase search and what is its major marketing implication?
2. What is external search and what are the two major issues for marketers to confront during external search?
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