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business
cb: consumer behaviour
Consumer Behavior In Action 1st Edition Geoffrey Paul Lantos - Solutions
1. What is internal search? Describe each of the “sets” formed during information search and the marketing implication for each. What are the other marketing implications of the internal search phase?
3. To reflect on your own internal search and external search activities and how marketing efforts influence them.
2. To give you practice in making effective marketing decisions regarding two important factors related to the external information search stage: (a) how much information to give consumers and(b) which sources of information to use in conveying this data to them, recognizing the strengths and
1. To demonstrate the importance of internal information search and how marketers can influence consumers in this stage.
6. Cite and describe the two possible outcomes in the decision process following problem recognition.What are the marketing implications of the hold outcome?
5. Why shouldn’t marketers try to manufacture consumer problems for their products to solve?
4. What is problem analysis and what is its relationship to problem-based ideation? Outline the procedure used during problem analysis.
3. Describe problem-based ideation.
2. Cite the major marketing opportunities suggested by the problem recognition stage.
1. Define problem recognition, and identify and describe the two major causes of this stage.
5. To form an opinion on the controversial issue of whether marketers create consumer problems and cause people to buy things they do not need.
4. To identify appeals to problem recognition in ads and Web sites.
3. To gain experience developing product ideas and advertisements by using problem analysis.
2. To learn how marketers can successfully use new product development and advertising to move consumers through this stage.
1. To understand the nature of the problem recognition stage and factors triggering it.
3. What is brand loyalty, what causes customers to become brand loyal, what are the different ways loyalty can be measured, why is it important for marketers to capture loyal customers, how can marketers do so, and how does brand loyalty differ from repeat purchase behavior?
2. Cite major marketing strategy implications for each of the six decision situations.
1. Name and describe each of the six types of consumer purchasing decision situations in terms of level of involvement and level of decision making as well as the consumer decision process.Suggest example products or buying scenarios for each.
4. To give you practice in recognizing different purchase decision situations in ads and scenarios.
3. To familiarize you with the nature of brand loyalty and how it is measured.
2. To give you insight into the most effective marketing strategies for customers in each purchasing situation.
1. To help you recognize the most common types of consumer buying situations by linking the concepts of product involvement and the consumer’s level of decision making (DM).
3. Describe the nature of the decision-making process of each of the three levels of DM—EDM, LDM, and RDM—as well as typical product-market scenarios for each. Also, discuss appropriate marketing strategies in each of these stages.
2. How does the level of DM differ from the level of product involvement?
1. What is the level of DM? How do the extent and nature of DM vary in each of the stages of the level of DM?
5. To provide you with experience with consumers’ learning stages by conducting survey research.
4. To give you practice developing appropriate marketing strategies for consumers in each level of DM.
3. To have you recognize the different levels of DM and how prior information and experience shape the decision-making process.
2. To enable you to distinguish between product involvement and levels of DM.
1. To help you to understand the nature and importance of the concept of levels of decision making(DM) and how this variable influences the extent and nature of the consumer decision-making process.
7. Describe each of the nine types of perceived risk, the types of consumers and products likely to be affiliated with each risk, and effective RRSs for each.
6. Explain the difference and relationship between consumer RRSs and risk relievers.
5. What is perceived risk? What three factors determine perceived risk?
4. Explain the nature of search, experience, and credence products and how each affects the nature of product involvement and search activity.
3. Describe the influences of each of the three mediating factors on involvement.
2. Explain the difference between:a. Cognitive involvement and affective involvement. What type of consumer needs do each of these kinds of involvement relate to?b. Product involvement, purchase situation involvement, and message-response involvement.
1. What is involvement? How can a consumer’s involvement be measured?
10. To give you practice in conducting survey research and to thereby learn about levels of the various types of involvement, perceived risks, and RRSs.
9. To help you understand RRSs you use as a consumer and the corresponding risk relievers marketers offer you.
8. To give you practice in identifying RRSs and risk relievers suggested by ads.
7. To explain risk-reduction strategies (RRSs), which consumers use to reduce perceived risk, and corresponding risk relievers, or actions marketers take to reduce perceived risk.
6. To demonstrate the different types of perceived risk inherent in searching for, buying, and consuming a product, and to enable you to recognize these risks from advertisements.
5. To explain the connection between involvement and perceived risk.
4. To give you practice in discerning the extent of involvement as it differs (a) among products,(b) among consumers, and (c) in various situations.
3. To explain the three mediating factors of CB that determine the degree of involvement: (1) the product, (2) the consumer, and (3) the purchase or consumption situation.
2. To show you that there are several facets to involvement, and to demonstrate their distinctions: cognitive involvement versus affective involvement, and product involvement versus purchase involvement.
1. To give you insight into the nature and critical importance of the concept of involvement in influencing the extent and nature of the CDM process.
5. In what sense does the existence of nonbuying (nonfunctional) motives for shopping argue against the replacement of traditional bricks-and-mortar retailing with e-tailing?
4. Describe some basic strategies for shopping online.
3. Explain the major advantages and disadvantages of Internet shopping for consumers.
2. What is mobile commerce and how does it differ from traditional electronic commerce?
1. What is the Internet and how has it changed consumer shopping behavior?
5. To have you discover how marketers can influence consumer DM in an online environment.
4. To enable you to experience how the theory of the CDM process applies to electronic shopping.
3. To give you skills for using online shopping (electronic shopping or e-shopping) technology.
2. To make you aware of both the advantages and limitations of shopping on the Web.
1. To familiarize you with the Internet as a source of information useful in the CD process.
2. Discuss the major marketing implications of each stage of the buyer decision process.
1. Outline and briefly describe the five-stage consumer decision-making process.
6. To have you learn to creatively develop marketing strategies to influence consumers at each stage of the consumer decision-making process.
5. To enable you to recognize and differentiate the different stages in the consumer decision-making process.
4. To help you use this decision-making model in future important decisions.
3. To recognize how marketers try to influence each stage of consumer DM by describing how colleges’marketing activities tried to influence you at every stage of your college choice decision process.
2. To make this five-stage decision process meaningful to you personally by having you recall and describe how you arrived at the decision to attend your college or university.
1. To familiarize you with the stages in the consumer decision-making process (CDM) and the marketing management implications of each stage.
5. What are the primary modern marketing implications stemming from the microeconomics perspective described in this exercise?
4. What is rational behavior? Cite four generalized examples of apparently irrational CBs that, on closer consideration, actually can be considered as rational behaviors.
3. Summarize the key assumptions underlying the microeconomic theory of the utilitarian consumer.Which of these assumptions do consumer behaviorists accept and why? Which assumptions do they reject and why?
2. Describe the three economic systems. Which one characterizes U.S. economic policy?
1. Explain the difference between microeconomics and macroeconomics.
3. To enable you to see the limitations of the economics perspective by demonstrating that some consumer behavior (CB) is irrational.
2. To help you understand the limitations of most assumptions underlying the rational economic consumer perspective and to illustrate how modern marketers view consumers.
1. To familiarize you with the earliest theory of consumer choice, which is based on microeconomics.
3. How can benefit segmentation be practiced as a form of psychological positioning?
2. Why can benefit segmentation be considered the most direct and useful means of market segmentation?
1. Explain the relationship between features and benefits. How do features and benefits tie in to market segmentation?
4. To recognize the application of benefit positioning in conjunction with positioning by use, target market, and competition.
3. To help you decide on the ethics of creating psychological brand distinctions where physical brand differences do not exist.
2. To explain and illustrate the relationship between psychological positioning and benefit segmentation.
1. To demonstrate the importance and usefulness of benefit segmentation as the ultimate application of market segmentation to satisfy consumer needs and wants.
4. What is repositioning? What marketplace dynamics sometimes necessitate the repositioning of a brand?
3. Outline and describe the dimensions of psychological positioning, giving an example of each.
2. What is the purpose of brand positioning and why is it important in today’s marketplace?
1. Define and explain the nature of both physical positioning and psychological positioning.
4. To give you practice in creatively psychologically positioning a brand in different ways.
3. To help you understand how advertising can be used to position or reposition a brand.
2. To describe the criteria used in physical and psychological brand positioning.
1. To show the importance and purpose of both positioning and subsequent repositioning in developing marketing strategy for a branded product.
6. Describe the three general target market strategies, explaining the strengths and limitations of each.
5. Describe and give specific examples of each of the three major categories of market segmentation bases.
4. Outline the three-stage market segmentation process, including the two substeps in each major stage.
3. What are the prerequisites for effective market segmentation?
2. How does market segmentation differ from product differentiation?
1. What is the underlying rationale for market segmentation?
5. To enable you to recognize and evaluate advertisers’ use of market segmentation variables and target market strategies and their linkage to an advertisement’s creative strategy.
4. To help you understand the kinds of situations in which each of the three segmentation strategies is appropriate.
3. To explain and contrast three broad target market strategies for deciding the extent to which the consumer marketplace should be segmented: undifferentiated (mass) marketing, differentiated marketing (multiple segmentation), and concentrated (niche) marketing, including the advantages and
2. To describe and give specific examples of the bases (variables) that can be used as foundations for segmenting the marketplace: demographics, psychographics, and buyer behavior (behavioristic or behavioral segmentation).
1. To point out the importance of identifying, describing, understanding, and appealing to a desirable customer group, known as a target market, and to enumerate the prerequisites for effective market segmentation.
7. Explain conspicuous consumption and the types of products and consumers for which it might be important.
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