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business
cb: consumer behaviour
Consumer Behavior & Marketing Strategy, Ninth Edition 9th Edition J Paul Peter, Jerry C Olson - Solutions
=+ 5. Is the product likely to be used by more than one family member? If so, are product modifications necessary to accommodate different people?
=+ 4. Are family members likely to disagree about the value of the product? If so, what can be done to reduce the conflict?
=+ 3. Is the product so expensive that its purchase involves an important trade-off in purchasing other products for the family?
=+ 2. Is the product likely to be purchased with individual or family funds?
=+1. Is the product likely to be purchased for individual or joint family use?
=+market clothing to different age groups. For example, A&F has opened a chain of children’s stores called abercrombie (lowercase “a”), while Gap, Inc., has had success with GapKids and BabyGap, Check out www.abercrombiekids.com and discuss the advantages and potential disadvantages of such
=+5. Both A&F and The Gap are trying to use their brand names to
=+experiencing a customer backlash? Do you believe it is possible for A&F to remain popular with young shoppers for a span of many years?
=+4. How can A&F guard against becoming too mainstream and
=+3. Check out the Hot Topic Web site ( www.hottopic.com ). Compare the submarkets (subsubcultures) Hot Topic is aiming for with those of Abercrombie & Fitch. Identify the behaviors, affective responses, and cognitions most important in shopping at each store.
=+of large department stores like Sears and JCPenney. What can department stores do to make themselves more relevant to the youth subculture?
=+2. The success of specialty clothing stores has come at the expense
=+Would you suggest any changes in these strategies that would allow these two companies to better position themselves in the minds of consumers?
=+consumers as Abercrombie & Fitch. Visit their Web sites and discuss how their marketing strategies differ from those of A&F.
=+1. Companies like J. Crew ( www.jcrew.com ) and Banana Republic( www.bananarepublic.com ) are targeting many of the same
=+immigrant populations in your country. What marketing opportunities do you see in this situation?
=+ 10. Discuss the concept of cultural interpenetration in terms of the acculturation of
=+ 9. Discuss the acculturation process in terms of what might happen if you came into contact with a different subculture (say, you moved to a different area of the country or city).
=+ What product categories would be most relevant for this cultural group?
=+ 8. Think of a subculture not discussed in the text and briefly describe it. Discuss marketing implications for this subculture.
=+ 7. Select two product classes (such as foods, beverages, clothing, automobiles, furniture). How might each social class you identified in question 6 respond to marketing strategies for these products?
=+ How did you recognize these social class groupings?
=+ What are the major social class groups in the immediate community where you live?
=+United States (or your home country)?
=+ 6. Define the concept of social class. What are the major social class groups in the
=+these people for foods, personal care products, and clothing?
=+ 5. Identify the age subcultures among members of your own family (or neighborhood). How do these cultural differences affect the consumption behaviors of
=+knowledge about this group to develop a marketing strategy?
=+ 4. Are college students a subculture? Why or why not? How could a marketer use
=+selling fortified wine to homeless people, cigarettes to Hispanics, or diet plans to overweight people?)
=+ 3. What ethical factors should a marketer consider in developing marketing strategies targeted at particular subcultures or social classes? (What is your reaction to
=+strategies. Contrast your analysis of Nike with a competitor such as Reebok( www.reebok.com ).
=+ 2. Check out the Nike Web page devoted to women’s sports and sports equipment at www.nike.com/nikegoddess. Discuss how Nike seems to understand women as a subculture and how that approach has directed its marketing
=+meanings (values, behaviors, lifestyles). Give a specific example.
=+1. Discuss how subcultures and social class influence how consumers learn cultural
=+Do you believe Sony needs to become more aggressive in forming such partnerships?
=+5. Describe the benefits Sony gets from some of the international alliances mentioned in this case study.
=+ How might its American marketing efforts differ from those in Japan or Europe?
=+how to market its products in various countries?
=+4. What kinds of factors do you think Sony considers when deciding
=+ Would Sony be better served by working to create a more uniform global image?
=+3. What do you think about Sony’s tradition of region-specific or nation-specific marketing?
=+What are some marketing challenges it presents?
=+Discuss whether that has been beneficial for Sony.
=+2. It is often stated that the world is becoming smaller because today people can communicate relatively easily across time and distance.
=+meanings were developed and how they influence consumers’behaviors (and affect and cognition). What is the role of marketing strategies in creating and maintaining (or modifying) these cultural meanings?
=+1. Identify and discuss some of the cultural meanings for Sony possessed by consumers in your country. Discuss how these cultural
=+in international marketing could be applied to the marketing of a soft drink such as Pepsi-Cola. Describe one problem with each approach. Which do you recommend?
=+ 11. Discuss how the three main approaches to dealing with cross-cultural factors
=+What personal meanings did you remove through the ritual?
=+ 10. Describe a personal experience in which you performed a divestment ritual.
=+ 9. Describe how possession rituals can transfer meaning from products to consumers.
=+grooming rituals you perform that involve certain products. How do you use some particular product (blow dryer, cologne, shampoo)? What implications might these rituals have for marketing this product?
=+ 8. Think about what you do when getting ready to go out. Try to identify some
=+Day. Discuss the major cultural values reflected in this holiday celebration. What rituals did your family perform for this holiday, and how did they create meaning?
=+ 7. Select a holiday other than Christmas—for example, Thanksgiving or Independence
=+ 6. Choose a popular celebrity endorser and analyze the meanings being transferred to the product endorsed.
=+ 5. Select a print ad and analyze it as a mechanism for moving cultural meaning into the product.
=+ 4. Briefly describe one example of a price, product, and distribution strategy that moves cultural meaning into the product (do not use examples cited in the text).
=+ 3. Select a product of your choice and discuss two implications of your analysis in question 2 for developing marketing strategies for that product.
=+ 2. Identify a major change in cultural values that seems to be occurring in your society (choose one not discussed in the book). Discuss its likely effects on consumers’ affect, cognitions, and behaviors and on the social and physical environment.
=+1. Define culture and contrast two approaches to cultural analysis: the content of the culture versus the cultural process.
=+What could theater owners do to change the purchasing and consumption environments in their theaters to encourage higher levels of snack consumption and greater sales at concession stands?
=+4. Analyze the effects of the consumption situation at movie theaters on consumers’ purchase of snacks at the concession stand.
=+What recommendations do you have for changing these environments to increase sales and profits?
=+3. Analyze the information acquisition, purchasing, and consumption environments of different movie theaters in your local area.
=+Consider their impacts on different market segments. What marketing implications does your analysis have for theater owners or movie companies?
=+2. What macroenvironmental factors might affect moviegoing behavior (both decrease and increase)?
=+What can movie theaters do to improve the situation?
=+Discuss the reciprocal interactions among environment, behavior, and cognitive and affective responses. What long-term effects do you think the in-home VCR environments will have on moviegoing?
=+and contrast the consumption situations of watching a movie in a theater versus seeing the same movie at home on your DVD player or VCR.
=+1. The VCR is a physical aspect of the marketing environment that has affected moviegoing behavior in the United States. Compare
=+ 9. For each of the five generic marketing situations, identify uncontrollable and controllable factors that should be considered in the development of marketing strategies.
=+Identify some product categories in which the approach has been used to the advantage of the marketing organization.
=+ 8. How can marketers use situational analysis to segment markets?
=+ 7. Use the Wheel of Consumer Analysis to describe how affect, cognitions, and behaviors interact with environmental factors in a textbook purchase situation.
=+6. Are environmental factors more important as influences for new or recurring situations? Why?
=+ 5. What is a situation? Use examples from your own recent purchases to show how situations differ from environments.
=+ 4. Use the situation of shopping for a personal MP3 player to describe the relationships between the physical and social environments. Point out those aspects that marketers could control.
=+environmental factors in the context of situations. Under what circumstances might each of these two approaches be more appropriate?
=+ 3. Contrast the two approaches marketers can take to analyze environmental effects:considering the direct effects of specific environmental factors versus considering
=+ 2. Consider the distinction between macro and micro environments for grocery shopping. Which of these is more important for marketing strategy?
=+How might these environments influence consumers’ behaviors (stay at the Mirage and gamble there)?
=+these environments might appeal to consumers in different market segments.
=+tropical rain forest, a giant aquarium, gourmet restaurants, waterfalls and connected lagoons, a spa, a European-style shopping boulevard, a pool for Atlantic bottlenose dolphins, and more than 3,000 deluxe rooms and suites. Describe how
=+1. Go to the Mirage home page at http://themirage.com/ and explore the various environments at this hotel, including a volcano that erupts every few minutes, a
=+3. Given Cub’s lower prices, quality merchandise, excellent location, and superior assortment, offer reasons why many consumers in its trading areas refuse to shop there.
=+2. What accounts for Cub’s success in generating such large sales per customer and per store?
=+stores to increase the probability of purchases.
=+1. List at least five marketing tactics Cub Foods employs in its
=+ 9. If a consumer behavior influence strategy met its objectives, can the marketer conclude that everything was done as effectively as possible? Why or why not?
=+ 8. Why is it so difficult to determine the reasons for a strategic failure to influence consumers?
=+ 7. In reviewing Exhibit 10.4 , which methods do you think are best for measuring the effects of a marketing strategy?
=+Crest toothpaste. How could marketers identify your level of each of these factors?
=+ 6. List everything you know (cognition), feel (affect), and do (behavior) concerning
=+ 5. What factors do you think influence whether consumers respond to a social marketing campaign to reduce drunken or other unsafe driving?
=+ 4. What factors do you think influence whether consumers respond to a social marketing campaign to donate blood to the Red Cross?
=+ 3. Offer one example of a situation where a sales promotion could affect your purchase probability, purchase quantity, purchase timing, or purchase location.
=+How many of these have influenced your consumer behavior? Which ones do you prefer?
=+ 2. Offer one example of each of the seven types of sales promotion listed in the chapter.
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