Consumer Behavior & Marketing Strategy, Ninth Edition 9th Edition J Paul Peter, Jerry C Olson - Solutions

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6. How do marketers use semiotics?
5. Explain the differences between motivational research and survey research. When is each appropriate?
4. Describe the nature of conditioning and the major elements of the classical conditioning process.
3. What is the relationship between economics and the value proposition? What are some ways marketers can offer their customers a better value?
2. Cite the types of products, consumers, and usage situations each model seems to best explain.
1. Describe each of the four traditional social science theories of CB—Marshall’s utilitarian economic consumer, Pavlov’s classically conditioned buyer, Freud’s emotional and hedonic consumer, and Veblen’s social-psychological consumer. Then, name several significant marketing
5. To help you clarify your own philosophy of life that motivates your behavior, including your CB.
4. To give you practice in recognizing the application of these theories to various consumer scenarios and advertisements.
3. To demonstrate that each theory is only a partial explanation for human behavior and to illustrate how each theory best explains for certain products, consumers, and purchase/usage situations.
2. To introduce several of the major theories discussed later in this course.
1. To summarize some of the classic social (behavioral) science theories of human (and, hence, consumer) behavior that have been adapted by marketers to understand CB.
4. List the major individual psychological influences on CB and how marketers can use each of them.
3. Cite the major sociocultural influences on CB and how marketers can use each of them.
2. What are the two major influences on the consumer decision process? Briefly describe each.
1. What are the three general categories of multiple influences on CB that are discussed in this book?Briefly explain the nature of each category.
4. To enable you to think about the multiple influences at work in your own consumer decision making.
3. To help you recognize the multiple influences being appealed to in a single advertisement.
2. To encourage you to remember that the purchase of a given product is influenced by a convergence of many different interacting factors, all worthy of marketers’ consideration.
1. To give a broad overview of the many influences on consumer decision making, each of which will be covered in greater depth during this course.
3. Identify which marketing management philosophy is best illustrated in each of the following scenarios.In each case, explain whether or not the marketing environment described suggests that the use of that marketing management philosophy is justifiable and should be successful.
2. The ideas of corporate social responsibility and the societal marketing concept sound noble, but are they practical? Will companies voluntarily practice them? If so, why, and if not, why not?Furthermore, is it in society’s best interest for marketers to define what is “socially
1. Marketers would have us believe that consumers are sovereign—king or queen, totally in control of their decisions and not subject to undue influence by the marketer. Renowned philosopher John Stuart Mill observed, “Over himself, over his own body and soul, the individual is sovereign.”
5. What is corporate social responsibility? What are some commonly recognized corporate social responsibilities? How does CSR relate to the societal marketing concept?
4. Discuss the two information-gathering tools that are available for marketers practicing a marketing orientation.
3. What are the three characteristics of the marketing concept?
2. What is meant by a seller’s market and a buyer’s market? Which marketing management philosophy will be most effective in each of these two marketplace conditions and why?
1. Describe each of the five marketing management philosophies, when each was popular, the marketplace conditions in which each is best practiced, and the potential shortcomings of each philosophy.
5. To help you form ethical convictions on the controversial issues of consumer sovereignty and corporate social responsibility.
4. To enable you to recognize marketers’ use of each of these philosophies and the conditions under which each philosophy will be successful.
3. To help you appreciate the managerial and ethical superiority of the more sophisticated marketing concept and societal marketing concept in most marketing environments, and to understand that these concepts cannot be implemented without a sound understanding of CB based on consumer research.
2. To review and illustrate the different marketing management philosophies that focus on various aspects of the marketplace—the firm’s production and distribution, its products, its customers’needs and wants, and societal welfare—and to demonstrate that each philosophy can be successful in
1. To illustrate that not all firms are oriented to satisfying the needs and wants of their consumers.There are different marketing management philosophies that can guide marketing efforts.
7. Why is the distinction between utilitarian and hedonic needs important to product development?To advertising?
6. What is meant by hedonic (experiential, transformational) needs? What kinds of products satisfy these desires?
5. What is meant by utilitarian (functional, instrumental) needs? What kinds of products satisfy these needs?
4. What is the distinction between the information-processing perspective and the experiential perspective for studying CB?
3. How do needs differ from wants? Cite examples of products that satisfy primarily needs and others that fulfill mainly wants.
2. What is meant by the statement: “CB is a problem-solving process”? What is the marketing implication?
1. How does a consumer customer differ from a business (organizational) customer? Why does this distinction matter?
4. To help you recognize how ads appeal to these two categories of needs and wants.
3. To illustrate the two basic types of needs and wants that products satisfy—utilitarian needs and hedonic needs—and how marketers appeal to each in their marketing communications.
2. To demonstrate that sometimes CB involves not problem solving but rather creating desired feelings and experiences.
1. To show that CB is usually a form of problem solving.
=+5. What problems arose when Amazon.com expanded its offerings to products other than books?
=+buying a book at Amazon.com and at a Barnes & Noble brickand-mortar store?
=+4. What are the differences in the purchasing experience between
=+3. What aspects of customer service have contributed to Amazon.com’s success?
=+other Web sites for books and CDs and buy from the site that offers the lowest price?
=+2. Do you think consumers who buy from Amazon.com also shop at
=+1. Why did books and CDs sell successfully online immediately while many other products took some time to sell online?
=+channel strategy development would be different for the retailer than for the manufacturer.
=+ 9. Identify some circumstances in which the desired consumer response guiding
=+which methods or models of store location would you use, and why?
=+ 8. If you were recommending a store location site for a clothing specialty store,
=+ 7. From a retailer’s point of view, what would be the advantages and disadvantages of mail-order selling?
=+ 6. What are the advantages and disadvantages to the consumer in purchasing from a mail-order catalog rather than from a retail store?
=+between eating at McDonald’s and eating at a fine-dining restaurant?
=+ 5. What specific environmental factors account for the difference in atmosphere
=+purchase decisions while in the store. What do you think are the most important in-store influences on these purchases? (Examples such as cookies, chips, apples, or frozen entrees could be used to focus your answer.)
=+ 4. Research suggests many consumers make more than 80 percent of their grocery
=+ 3. Why do many retailers put impulse goods near the front of the store?
=+in this chapter. Make a series of strategy recommendations to achieve the desired ends.
=+ 2. Relate the concept of shaping to the store contact and store loyalty concerns
=+of approach or avoidance responses to retail store environments.
=+1. Offer examples of situations in which you have experienced each of the four types
=+will the system influence consumer affect, cognition, and behavior sufficiently to achieve marketing objectives?
=+ 6. What is the likely impact of a particular channel system on consumers? That is,
=+ 5. Where and how do consumers purchase this and similar types of products?
=+ 4. What are the most promising geographic markets to enter?
=+ 3. What is the geographic dispersion of the market?
=+ 2. What is the long-run growth potential of the market?
=+ That is, given a particular marketing strategy, how many consumers are likely to purchase the product, and how often?
=+1. What is the potential annual market demand?
=+5. Ordering instructions—are ordering instructions easy to understand?
=+4. Delivery options—are delivery options offered that non-buyers desire?
=+3. Payment options—are payment options offered that non-buyers desire?
=+2. Checkout process—are users able to move through the checkout process in a reasonable amount of time?
=+1. Security and privacy issues—do users feel comfortable transmitting personal information?
=+4. In-stock status—are out-of-stock products flagged before the customer proceeds to the checkout process?
=+customer service phone numbers easy to locate?
=+3. Contacting customer service representatives—are
=+accurate, clear, and comprehensive enough to allow customers to make informed decisions?
=+2. Product descriptions—are product descriptions
=+1. Ease of product comparison—it is easy to compare different products offered on the Web site?
=+4. Frequency of product updates—is product information updated often enough to meet user needs?
=+3. Effectiveness of search features—are search features returning the information users are looking for?
=+2. Speed of page downloads—does each page load quickly enough?
=+1. Ease of navigation—is it easy to move throughout the Web site?
=+3. What recommendations do you have for American Girl to increase sales and profits?
=+costs, are American dolls more or less costly than dolls that can be purchased at retail stores?
=+2. Considering money, time, cognitive activity, and behavioral effort
=+1. Why do consumers pay $90 for a Pleasant Company doll when they can buy other dolls much more cheaply at retail stores?
=+ 10. How would changing environmental factors influence price setting or price changes for fast-food hamburgers in your community?
=+ What are some strategy implications suggested by your analysis?
=+ 9. Analyze consumer costs associated with the purchase of automobile insurance or airline tickets.
=+ 8. The text suggests little research has examined the price environment. Use your experiences to suggest some areas for research on the price environment.
=+ 7. Could a marketing manager change price perceptions with strategies aimed at funds access and transaction behaviors? Explain and give examples.
=+ 6. Offer alternative behavioral views of consumer response that could explain the response to price in question 5.
=+conceptual model of cognitive processing ( Exhibit 18.3 ) to structure your answer.
=+ 5. Explain how consumers determine that a particular price is too high. Use the

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Consumer Behavior & Marketing Strategy, Ninth Edition 9th Edition J Paul Peter, Jerry C Olson - Solutions

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