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business
cb: consumer behaviour
Consumer Behavior & Marketing Strategy, Ninth Edition 9th Edition J Paul Peter, Jerry C Olson - Solutions
=+4. How can price be used to position a product like basketball shoes or luggage?
=+consumer response to a credit card pricing strategy. You might consider Discover Card or select your own example.
=+ 3. Use the Wheel of Consumer Analysis to identify the interactions associated with
=+ 2. In what situations are consumers willing to pay a higher dollar cost to save time, cognitive activity, and behavior effort?
=+1. Define price and explain the differences between price strategy and other elements of the marketing mix.
=+ Why do consumers respond to good marketing promotions but not at all to weak ones?
=+6. Why do you think the breakfast cereal market is so “marketing sensitive”?
=+ In addition to what is described in the case, what other promotional strategies could these companies use?
=+What types of changes in consumers’ meanings and behaviors must occur before these consumers will accept ready-to-eat breakfast cereal?
=+trying to induce consumers in other cultures to adopt ready-toeat cereal as a food for breakfast.
=+5. Discuss the cultural issues faced by Kellogg and General Mills in
=+ What do you think are the effects on both parents and kids?
=+4. Discuss the likely effect on consumers’ behavior, affect, and cognition of the various forms of promotion General Mills has used to target children.
=+Discuss the likely effects on consumers’ behavior, affect, and cognition for a 75-cent coupon for cereal versus a price reduction deal such as“buy three for the price of two.”
=+to market their cereals. Discuss how consumer reactions to brand-oriented advertising and sales promotions (coupons versus prizes and premiums) are likely to differ.
=+3. Both companies discussed in this case use a mix of promotions
=+point, and so on). Use the means–end approach to critique the ad strategy and make suggestions for improving the ad.
=+Describe the ad strategy using the MECCAS model described in the text (identify the driving force, message elements, leverage
=+2. Find a current print ad for either Kellogg’s or General Mills’ cereal.
=+What implications do your ideas suggest for promotion strategies targeted toward these three groups?
=+the consumer–product relationship for three segments of the breakfast cereal market: kids (ages 6 to 12), teens/young adults(ages 16 to 22), and baby boomers (ages 35 to 50).
=+1. Use the means–end model to describe (based on your intuition)
=+ 10. Suggest reasons for the increasing emphasis on sales promotion and publicity in the promotion mix of many marketing organizations.
=+Then suggest specific criteria that could be used to measure the effects of the promotion.
=+ 9. Identify a specific promotional strategy. Use the Wheel of Consumer Analysis model to analyze its effects on target consumers.
=+How would your conclusion affect your use of the ISTEA model of personal selling ( Exhibit 17.7 )?
=+ 8. Do you agree with the suggestion that personal selling tends to create higher levels of involvement than other promotion strategies?
=+Illustrate the use of the model by suggesting a strategy for an athletic shoe promotion.
=+ 7. Describe the MECCAS model for developing an effective advertising strategy.
=+ How would this information be helpful to the promotion managers for these products?
=+ 6. Use the FCB grid model to illustrate consumer–product relationships for four products you have purchased in the last six months.
=+ 5. Describe how the two routes to persuasion differ, and discuss their implications for developing effective advertising strategies.
=+terms of the elements of the communication model.
=+ 4. Select a specific advertisement or sales promotion strategy and evaluate it in
=+ 3. Are the major promotion methods equally effective in influencing high- and lowinvolvement decisions? Explain.
=+ 2. Using the soft-drink industry as an example, define and illustrate each of the four major types of promotion strategies.
=+1. As a consumer of fast-food products, discuss the effects of promotion strategies on your decision processes.
=+4. What threats do you think Harley-Davidson faces in the next few years?
=+3. What role do you think the Harley Owner Group plays in the success of the company?
=+2. What accounts for Harley owners’ satisfaction and brand loyalty?
=+1. What kind of consumer owns a Harley?
=+product. Include both product and consumer characteristics.
=+ 9. Analyze the consumer–product relationships for a new presweetened cereal
=+innovators when marketing a new consumer packaged good.
=+ 8. Discuss the problems and advantages that could be associated with appealing to
=+ 7. Describe characteristics of new products that would be useful for predicting success and for prescribing effective marketing strategies.
=+ 6. To which adopter category do you belong in general? Explain.
=+ 5. Identify the key stimuli in the product environment that influence your purchasing behavior for ( a ) soft drinks, ( b ) frozen pizza, ( c ) shampoo, and ( d ) jeans.
=+you are a brand-loyal heavy user. How successful do you believe the strategy would be, and why?
=+ 4. Recommend a marketing strategy for a brand that competes with one for which
=+3. Explain each of the four categories in Exhibit 16.3 . Offer an example of a product for which your purchasing patterns fit each category.
=+ 2. Gather several consumer complaints from friends or classmates and make recommendations for marketing strategies to prevent similar problems.
=+dissatisfaction. Illustrate each result with an experience of your own.
=+1. Describe the process by which the consumer comes to experience satisfaction or
=+relevant affect and cognition, behavior, and environments.
=+4. Describe your most recent purchase of a candy bar in terms of
=+ 3. Why do you think bite-size candies are so popular with adults?
=+2. Does targeting to adults require a change in image for candy products?
=+1. What are the advantages of targeting candy bars to adults rather than to children?
=+ 9. How would segmentation and positioning decisions be different for a smallbusiness entrepreneur than for a large corporation?
=+When would each of these options represent a reasonable choice?
=+ 8. What options are available to the organization after it identifies segments in the market?
=+ 7. How does the concept of segmentation relate to positioning strategies?
=+ 6. Explain each of the five approaches to product positioning and offer an example(not in the text) for each approach.
=+State the needs and objectives of consumers in situations for at least three segments that you identify.
=+ 5. Consider person/situation segmentation as a way to view the snack food market.
=+ 4. Use the VALS™ categories to suggest marketing strategies for psychographic segments of buyers for hotel/motel services.
=+ 3. Identify potential advantages and problems associated with marketing to benefit segments.
=+ 2. Select a product (other than toothpaste) about which you are fairly knowledgeable and develop a preliminary description of possible benefit segments following the structure presented in Exhibit 15.3 .
=+1. Define market segmentation and describe the management tasks involved in applying the concept.
=+ What is the role of traditional mass media advertising for firms such as Saturn that use innovative ways to reach consumers?
=+4. Saturn is a company that generates sales and loyalty through meaningful one-on-one interactions with customers.
=+Find and discuss an example of a company that has done so.
=+3. An automobile is a high-involvement purchase. Discuss how the manufacturer of a lower-cost, lower-involvement product could generate greater personal relevance and long-term loyalty.
=+ discuss three reasons that you think Saturn has such a devoted following of involved customers.
=+ The Saturn is a solid and reliable, but basically unspectacular, car. Identify
=+2. Other vehicles—such as Porsches, Mustangs, and HarleyDavidson motorcycles—also have “cult” followings. But these products also have very strong symbolic meanings associated with them.
=+How might Saturn tailor its offerings to address the different stages of the family life cycle?
=+1. Visit the Saturn Web site and try to determine the market segments the carmaker is targeting. What should Saturn do to better serve those segments?
=+vary for a product such as an automobile, a vacation, or a stereo system.
=+ discuss how the decision processes and conflicts might
=+ 10. Identify two different household or family compositions. Assume each unit has the same level of income ?
=+What marketing implications are related to these distinctions?
=+ 9. How are family influence strategies similar to or different from other reference group influences?
=+ 8. Discuss the differences between households and families. Describe how each is important to marketers.
=+experienced or observed. What types of marketing strategies could help reduce such conflict?
=+ 7. Offer examples of conflict in family household decision making that you have
=+process in your family or household. How are these different from strategies that might be used to influence individual decisions?
=+ 6. Suggest two ways in which marketing strategies could influence the decision
=+5. Identify three different family purchases in which you played a role in the decision process. What role did you play? Discuss the interpersonal interactions involved in these decisions.
=+ Discuss how it can be used to develop effective marketing strategies.
=+ 4. What is the family life cycle?
=+goods affect reference group influence on choice at the product and brand levels.
=+ 3. Describe how public visibility and the distinction between luxury and necessity
=+associated with each type of reference group influence?
=+ 2. From a marketing manager’s viewpoint, what are some advantages and problems
=+Describe each according to the types listed in the text, and identify the categories of purchases each influences.
=+1. Identify two reference groups that influence your consumption behavior.
=+ 7. Are particular stores preferred by various family members or by various families in the target market?
=+ 6. Which family members will influence the purchase, and what media and messages should be used to appeal to each?
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