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business
cb: consumer behaviour
Consumer Behavior & Marketing Strategy, Ninth Edition 9th Edition J Paul Peter, Jerry C Olson - Solutions
=+1. This chapter argues that influencing overt consumer behavior is more critical for marketers than influencing only affect and cognition. Do you agree? Why or why not?
=+ How much thinking do you do in the grocery store when presented a different brand of coffee with an extra “2 ounces free” before making a coffee purchase?
=+Do you make careful decisions about whether to accept a bonus pack deal versus your regular brand or do you just go for it?
=+ Will you switch brands of shampoo, deodorant, or toothpaste to get an extra amount free?
=+How do you react to bonus packs?
=+an in-store videotape demonstration, how would you design the commercial to take advantage of your knowledge of modeling?
=+3. If you were designing a commercial for Rollerblades to be used for
=+2. How could you use modeling to teach a friend how to use Rollerblades?
=+1. What role do you think modeling could have played in the diffusion of this innovation? (See Consumer Insight 9.3.)
=+ 11. Why might a marketing organization use symbolic rather than live overt modeling? Give examples to illustrate your points.
=+ 10. What are the three major uses of modeling in marketing strategy?
=+ 9. Describe the steps in the modeling process necessary to change behavior.
=+ 8. Examine the marketing strategies used to sell fast-food hamburgers and automobiles. Identify specific examples of classical conditioning, operant conditioning, shaping, and discriminative stimuli for each product type.
=+ 7. Define shaping and explain why it is an essential part of many marketing conditioning strategies.
=+ 6. Why are variable ratio reinforcement schedules of greater interest to marketing managers than other types of reinforcement schedules?
=+ 5. Review each of the four types of manipulations of consequences that can be used to change the probabilities of a behavior under operant conditioning. Give marketing examples for each.
=+ 4. Describe operant conditioning and identify three responses in your own behaviors that are the result of operant conditioning.
=+ 3. What are the major differences between classical and operant conditioning?
=+ 2. Under what conditions would the use of classical conditioning be likely to produce positive results as part of marketing strategy?
=+1. Describe classical conditioning and identify three responses in your own behaviors that are the result of classical conditioning.
=+How does it compare with simply eating in restaurants and avoiding grocery shopping and cooking altogether?
=+3. Overall, what do you think about the idea of online grocery shopping?
=+2. What types of consumers are likely to value online grocery shopping from Peapod?
=+does online grocery shopping compare with traditional shopping in terms of behavioral effort?
=+1. What behaviors are involved in online grocery shopping? How
=+ 9. Suggest strategies for decreasing the frequency of postholiday merchandise returns to a department store
=+ 8. Assume the role of a marketing manager for each of the purchases you described in response to question 3. Which behaviors would you want to change?
=+instrumental in changing your consumption or disposal behavior for products you have purchased.
=+ 7. List at least three examples of situations in which marketing efforts have been
=+ 6. Visit several local supermarkets and note examples of push and pull strategies used to increase product contact for grocery items. Share these observations with your class.
=+ 5. Give some examples of marketing strategies aimed at addressing the funds access problems of college seniors.
=+ 4. Consider the challenges presented by the information search stage of the behavior sequence for each of the following: ( a ) a leading brand, ( b ) a new brand, and( c ) an existing low-share brand.
=+ 3. Use the behavior sequence model to describe recent purchases of a product and of a service.
=+ 2. What advantages do you see in the use of the behavior sequence model for marketing researchers and for marketing managers?
=+1. Describe the differences between traditional models of the adoption process (for example, awareness, interest, evaluation, trial, adoption) and the behavior sequence presented in Exhibit 8.2 .
=+What can Hallmark do to reach these two segments?
=+Why do you think this is so?
=+5. Marketing research estimates men account for only 15 to 20 percent of greeting card purchases in the United States. Furthermore, young consumers and those over 50 don’t buy as many cards as those in middle age.
=+ What assumptions do you make about consumer decision making that lead you to this recommendation?
=+ What about its Web strategy?
=+4. Do you think Hallmark should modify its in-store distribution strategy?
=+Discuss how store choice interacts with and influences choices of Hallmark products and brands.
=+3. Understanding how and why consumers make store choices(i.e., buying a card in a Wal-Mart rather than in a Hallmark Gold Crown store) is particularly important to Hallmark.
=+vary across these situations? Discuss how problem recognition, search, and evaluation might differ. What types or level of decision making would you expect in each situation?
=+How would consumer knowledge and involvement
=+2. The “typical” decision-making process for buying a Hallmark card is likely to vary in different situations. Think about three different occasions for buying a card: a birthday, a graduation, and a wedding.
=+ Discuss your answer in terms of the means–end framework.
=+1. Why do so many consumers continue to buy and send greeting cards instead of writing a letter, sending an e-mail, or making a phone call?
=+ 10. Relate the examples of decision heuristics shown in Exhibit 7.5 to the concept of involvement. When are these heuristics likely to be useful to the consumer?Under what conditions might they be dysfunctional?
=+ 9. Discuss how consumers’ involvement and their activated product knowledge affect the problem-solving processes during purchase decisions for products like a new automobile, an oil change, a cold remedy, and health insurance.
=+ 8. Give at least two examples of how a marketing manager could use the various types of interrupts discussed in this chapter to increase the likelihood of purchase of his or her product.
=+responses to your product and how you could adjust marketing strategy to deal with these differences.
=+ 7. Assume the role of a product manager (product management team) for a product about which target consumers have a fairly high level of product knowledge. Consider how each of the formal integration processes would result in different
=+ 6. Think of a purchase decision from your own experience in which you had a welldeveloped goal hierarchy. Describe how that affected your problem-solving processes. Then select a decision in which you did not have a well-developed goal hierarchy and describe how it affected your
=+can lead to different problem-solving processes. How do these differences relate to consumer–product relationships discussed earlier?
=+ 5. Give an example of how two different “frames” for the same purchase decision
=+ 4. Describe the components of a problem representation. Give an example of how marketers can influence consumers’ problem representations.
=+a marketing strategy you could use to get your brand into consumers’ consideration sets for each situation. Why do products or brands not in the consideration sets have a low probability of being purchased?
=+ 3. Identify three ways choice alternatives can enter the consideration set. Describe
=+ 2. Describe the problem-solving approach to consumer decision making, and discuss why it is a useful perspective.
=+1. Give two examples to illustrate the idea that decision choices are always between alternative behaviors.
=+5. What is your opinion about the effects on consumer attitudes and intentions of Coca-Cola’s proliferation of choice alternatives? Why do you think so?
=+ Analyze Coke’s attempt to “revive” brand equity by reintroducing the contour bottle around the world.
=+what are the pros and cons of borrowing versus creating brand equity?
=+4. Discuss Coca-Cola’s various strategies for managing brand equity of its many products. For instance,
=+ Who should Coca-Cola pay more attention to—its customers or the consumer? Why?
=+ How might their attitudes toward Coke differ?
=+The bottlers sell bottled Coke products to retailers, vending machine operators, restaurants, airlines, and so forth. Those organizations, in turn, sell Coca-Cola products to individual consumers who drink it. Discuss how the salient beliefs about Coke products might differ for customers and
=+3. Many marketers made a distinction between customers and consumers. For instance, Coca-Cola sells cola syrup directly to its customers, the operators of bottling plants.
=+What factors should marketers consider in making this important decision?
=+Discuss the pros and cons of having several brands in a product category (as do Coca-Cola and Pepsi in the cola category). Compare the strategy of line extension to that of creating completely distinct brands for these products.
=+2. Do you think it possible for consumers to be loyal to more than one brand of soft drink? What about more than one brand of cola?
=+What marketing implications would these differences have?
=+upset by the New Coke in 1985). How might their attitudes and beliefs differ from those of less involved, less loyal consumers?
=+1. Discuss the attitudes and related beliefs toward Coca-Cola of intensely brand-loyal consumers (perhaps like those who were
=+how what you know about attitudes and intentions could help you address consumers who have a brand relationship described as “Don’t like our brand; buy a competitor’s brand.”
=+ 10. Negative attitudes present a special challenge for marketing strategy. Consider
=+ Consider improvements in measurements, as well as alternative research or forecasting techniques.
=+ 9. How could marketers improve their predictions of behaviors in the situations described in question 8?
=+ What factors could occur in each situation to make the measured intentions poor predictors of actual behavior?
=+8. Discuss the problems in measuring behavioral intentions to ( a ) buy a new car, ( b )buy a soda from a vending machine, and ( c ) save $250 per month toward the eventual purchase of a house.
=+model and the theory of reasoned action. How could each model contribute to the development of a more effective marketing strategy for The Gap?
=+ 7. Use the example of The Gap to distinguish between the multiattribute attitude
=+Discuss the types of beliefs and attitudes you think this information would create. What effects might these beliefs and attitudes have on consumers’ behavioral intentions? (Use the theory of reasoned action to guide your thinking and your answer.)
=+ 6. Visit The Gap Web site at www.gap.com , and examine either the virtual style section or the current advertising section.
=+Under what circumstances would marketers be more interested in each type of attitude?
=+ 5. Using a product as an example, describe the key differences between A O and A act .
=+attitudes changed over time? What factors or events contributed to those changes?
=+ 4. Consider a product category in which you make regular purchases (such as toothpaste or shampoo). How have your belief strengths and evaluations and brand
=+What can The Gap do to protect its equity?
=+Is The Gap vulnerable to losing this equity?
=+ Discuss the types of brand equity The Gap has built among various consumer segments.
=+ 3. The Gap has been doing business for more than 30 years. Over this time, with its stores, clothing products, and advertising, The Gap has built considerable brand equity.
=+ 2. How do salient beliefs differ from other beliefs? How can marketers attempt to influence belief salience?
=+1. Define attitude and describe the two main ways consumers can acquire attitudes.
=+of consumers to draw business away from more established competitors?
=+How can an Internet-only company gain exposure and attract the attention
=+4. Many online firms are competing in cyberspace with companies that already have a brick-and-mortar presence (e.g., Amazon.com versus Barnesandnoble.com).
=+ Write down the reasons you visit certain sites. Which of the marketing strategies discussed in the case do you find most (and least) influential?
=+3. Think about your own Web surfing patterns.
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