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business
cb: consumer behaviour
Consumer Behaviour: A European Outlook 2nd Edition Leon G. Schiffman - Solutions
Watch one hour of television on a single commercial channel during prime time and also tape the broadcast. Immediately after watching the broadcast, list all the commercials you can recall seeing. For each commercial, identify: (a) the message-framing approach used, and (b) whether the message was
Find one example of each of the following two advertising appeals: fear and sex. One example must be a print advertisement and the other a television commercial. Analyse the placement of each advertisement in the medium where it appeared according to the media selection criteria presented in Table
Bring two print advertisements to class: one illustrating a one-sided message and the other a two-sided message. Which of the measures discussed in the chapter would you use to evaluate the effectiveness of each advertisement? Explain your answers.
For what kinds of audiences would you consider using comparative advertising? Why?
Should marketers use more body copy than artwork in print advertisements? Explain your answer.
What are the implications of the sleeper effect for the selection of spokespeople and the scheduling of advertising messages?
List and discuss factors that affect the credibility of formal communications sources of product information. What factors infl uence the perceived credibility of an informal communications source?
List and discuss the effects of psychological noise on the communications process. What strategies can a marketer use to overcome psychological noise?
Explain the differences between feedback from interpersonal communications and feedback from impersonal communications. How can the marketer obtain and use each kind of feedback?
Think back to the time when you were selecting a university. Did you experience dissonance immediately after you made a decision? Why or why not? If you did experience dissonance, how did you resolve it?
Find advertisements that illustrate each of the four motivational functions of attitudes.Distinguish between those that are designed to reinforce an existing attitude and those aimed at changing an attitude.
Describe a situation in which you acquired an attitude towards a new product through exposure to an advertisement for that product. Describe a situation in which you formed an attitude towards a product or brand on the basis of personal infl uence.
What sources infl uenced your attitude about this course before classes started? Has your initial attitude changed since the course started? If so, how?
Find two print advertisements, one illustrating the use of the affective component and the other illustrating the cognitive component. Discuss each advertisement in the context of the tricomponent model. In your view, why has each marketer taken the approach it did in each of these advertisements?
A university student has just purchased an iPad. What factors might cause the student to experience post-purchase dissonance? How might the student try to overcome it? How can the retailer who sold the computer help reduce the student’s dissonance? How can the computer’s manufacturer help?
Should the marketer of a popular computer graphics program prefer consumers to make internal or external attributions? Explain your answer.
Assume that Toyota is faced with the problem that many European consumers perceive small and medium-sized Japanese cars to be of poorer quality than comparable German cars. Assuming that Toyota produces cars that are of a quality equal to or better than that of German cars, how can the company
Assume that Greenpeace is planning an advertising campaign that encourages people to switch from private cars to public transport. Give examples of how the organisation can use the following strategies to change commuters’ attitudes: (a) changing the basic motivational function, (b) changing
Explain how the product manager of a breakfast cereal might change consumer attitudes towards the company’s brand by (a) changing beliefs about the brand, (b) changing beliefs about competing brands, (c) changing the relative evaluation of attributes and (d) adding an attribute.
How can the marketer of a nicotine patch (a device that assists individuals to stop smoking)use the theory of trying to segment its market? Using this theory, identify two segments that the marketer should target and propose product positioning approaches to be directed at each of the two segments.
Explain a person’s attitude towards visiting Legoland, Denmark, in terms of the tricomponent attitude model.
Because attitudes are learned predispositions to respond, why don’t marketers and consumer researchers just measure purchase behaviour and forget attitudes?
Explain how situational factors are likely to infl uence the degree of consistency between attitudes and behaviour.
Visit a supermarket. Can you identify any packages where you think the marketer’s knowledge of stimulus generalisation or stimulus discrimination was incorporated into the package design?Note these examples and present them in class.
Imagine you are the lecturer on this course and that you are trying to increase student participation in class discussions. How would you use reinforcement to achieve your objective?
How can marketers use measures of recognition and recall to study the extent of consumer learning?
What is the relationship between brand loyalty and brand equity? What role do both concepts play in the development of marketing strategies?
Why are both attitudinal and behavioural measures important in measuring brand loyalty?
Discuss the differences between low- and high-involvement media. How would you apply the knowledge of hemispheral lateralisation to the design of television commercials and print advertisements?
a. Defi ne the following memory structures: sensory store, short-term store (working memory)and long-term store. Discuss how each of these concepts can be used in the development of an advertising strategy.b. How does information overload affect the consumer’s ability to comprehend an
Which theory of learning (classical conditioning, instrumental conditioning, observational learning or cognitive learning) best explains the following consumption behaviours: (a)buying a Carlsberg beer six-pack, (b) preferring to purchase second-hand clothes, (c) buying a digital camera for the fi
Assume that Gillette has introduced a new line of shaving products for men. How can the company use stimulus generalisation to market these products? Is instrumental conditioning applicable to this marketing situation? If so, how?
Describe in learning terms the conditions under which family branding is a good policy and those under which it is not.
How can the principles of (a) classical conditioning theory and (b) instrumental conditioning theory be applied to the development of marketing strategies?
Construct a two-dimensional perceptual map of your university or business school using the two attributes that were most infl uential in your selection. Then mark the position of your business school on the diagram relative to that of another business school you considered.Discuss the implications
Select a company that produces several versions of the same product under the same brand name (one that is not discussed in this chapter). Visit the fi rm’s website and prepare a list of the product items and the positioning strategy for each of the products.
Find an advertisement or example in another form (e.g. an article) illustrating two of the positioning approaches discussed in this chapter. Evaluate the effectiveness of each advertisement or example selected.
Defi ne selective perception. Thinking back, relate one or two elements of this concept to your own attention patterns in viewing print advertisements and television commercials.
Find three examples of print advertisements that use some of the stimulus factors discussed in this chapter to gain attention. For each example, evaluate the effectiveness of the stimulus factors used.
Discuss the roles of extrinsic cues and intrinsic cues in the perceived quality of:a. winesb. restaurantsc. digital camerasd. graduate education.
a. Why is it more diffi cult for consumers to evaluate the quality of services than the quality of products?b. Apply two of the concepts used to explain consumers’ evaluations of service quality to your evaluation of your course up to this point in the term.
Why are marketers sometimes ‘forced’ to reposition their products or services? Illustrate your answers with examples.
Find two advertisements depicting two different types of perceptual distortion. Discuss your choices.
What are the implications of fi gure–ground relationships for print advertisements and for online advertisements? How can the fi gure–ground construct help or interfere with the communication of advertising messages?
How do advertisers use contrast to make sure that their advertisements are noticed? Would the lack of contrast between the advertisement and the medium in which it appears help or hinder the effectiveness of the advertisement? What are the ethical considerations in employing such strategies?
Does subliminal advertising work? Support your view.
For each of these products – energy bars and expensive face moisturisers – describe how marketers can apply their knowledge of the differential threshold to packaging, pricing and promotional claims during periods of (a) rising ingredient and materials costs, and(b) increasing competition.
Discuss the differences between the absolute threshold and the differential threshold. Which one is more important to marketers? Explain your answer.
How does sensory adaptation affect advertising effectiveness? How can marketers overcome sensory adaptation?
Administer the nine items from the materialism scale (listed in Table 6-4 ) to two of your friends. In your view, are their consumption behaviours consistent with their scores on the scale? Why or why not?
Find three print advertisements based on Freudian personality theory. Discuss how Freudian concepts are used in these advertisements. Do any of them personify a brand? If so, how?
How do your clothing preferences differ from those of your friends? What personality traits might explain why your preferences are different from those of other people?
A marketer of health foods is attempting to segment a certain market on the basis of consumer self-image. Describe the four types of consumer self-image and discuss which one(s)would be most effective for the stated purpose.
Is there likely to be a difference in personality traits between Spanish individuals who readily purchase foreign-made products and those who prefer Spanish-made products? How can marketers use the consumer ethnocentrism scale to segment consumers?
Describe the type of promotional message that would be most suitable for each of the following personality market segments and give an example of each: (a) highly dogmatic consumers, (b) inner-directed consumers, (c) consumers with high optimum stimulation levels,(d) consumers with a high need for
How can a marketer of perfume use research fi ndings that indicate a target market consists primarily of inner-directed or other-directed consumers? Or of consumers who are high (or low) on innovativeness?
Describe personality trait theory. Give fi ve examples of how personality traits can be used in consumer research.
Contrast the major characteristics of the following personality theories: (a) Freudian theory,(b) neo-Freudian theory, and (c) trait theory. In your answer, illustrate how each theory is applied to the understanding of consumer behaviour.
How would you explain the fact that, although no two individuals have identical personalities, personality is sometimes used in consumer research to identify distinct and sizeable market segments?
Find three advertisements that are designed to appeal to the needs for power, affi liation and achievement, and discuss their effectiveness.
Find two advertisements that depict two different defence mechanisms and discuss their effectiveness.
You are a member of an advertising team assembled to develop a promotional campaign for a new digital camera. Develop three headlines for this campaign, each based on one of the levels in Maslow’s need hierarchy.
For each of the situations listed in Question 3, select one level from Maslow’s hierarchy of human needs that can be used to segment the market and position the product (or the organisation). Explain your choices. What are the advantages and disadvantages of using Maslow’s need hierarchy for
Most human needs are dormant much of the time. What factors cause their arousal? Give examples of advertisements for TV equipment that are designed to arouse latent consumer needs.
How can marketers use consumers’ failures at achieving goals in developing promotional appeals for specifi c products and services? Give examples.
Why are consumers’ needs and goals constantly changing? What factors infl uence the formation of new goals?
Specify both innate and acquired needs that would be useful bases for developing promotional strategies for:a. global positioning systems,b. sunglasses with built-in earphones and MP3 player,c. a holiday to Australia,d. a new super-compact and powerful digital camera
Consumers have both innate and acquired needs. Give examples of each kind of need and show how the same purchase can serve to fulfi l either or both kinds of need.
a. ‘Marketers don’t create needs; needs pre-exist marketers.’ Discuss this statement.b. Can marketing efforts change consumers’ needs? Why or why not?
Select a newspaper or magazine advertisement that attempts (a) to provide the consumer with a decision strategy to follow in making a purchase decision or (b) to reduce the perceived risk(s) associated with a purchase. Evaluate the effectiveness of the advertisement you selected.
Select one of the following product categories: (a) CD players, (b) fast-food restaurants or(c) shampoo, and: (1) write down the brands that constitute your evoked set, (2) identify brands that are not part of your evoked set and (3) discuss how the brands included in your evoked set differ from
List the alternatives that you considered when choosing which university or business school to attend and the criteria that you used to evaluate them. Describe how you acquired information on the different schools along the different attributes that were important to you and how you made your
Describe the need recognition process that took place before you purchased your last can of soft drink. How did it differ from the process that preceded the purchase of a new pair of trainers? What role, if any, did advertising play in your need recognition?
Find two print advertisements, one that illustrates the cognitive model of consumer decisionmaking and one that illustrates the emotional model. Explain your choices. In your view, why did the marketers choose the approaches depicted in the advertisements?
Albert Einstein once wrote that ‘the whole of science is nothing more than a refi nement of everyday thinking’. Do you think that this quote applies to the development of the consumer decision-making model presented in Figure 4-2 ?
The Gillette Company, which produces the highly successful MACH3 shaving blade, also offers a clear gel antiperspirant and deodorant for men. Identify the perceived risks associated with the purchase of this new product and outline a strategy designed to reduce these perceived risks during the
How do consumers reduce post-purchase dissonance? How can marketers provide positive reinforcement to consumers after the purchase to reduce their dissonance?
How can a marketer of very light, very powerful laptops use its knowledge of customers’expectations in designing a marketing strategy?
Let’s assume that this coming summer you are planning to spend a month touring Europe and are, therefore, in need of a good digital camera. (a) Develop a list of product attributes that you will use as the purchase criteria in evaluating various cameras. (b) Distinguish the differences that would
a. Identify three different products that you believe require a reasonably intensive prepurchase search by a consumer. Then, using Table 4-2as a guide, identify the specifi c characteristics of these products that make an intensive pre-purchase search likely.b. For each of the products you listed,
Defi ne extensive problem-solving, limited problem-solving and routinised response behaviour. What are the differences among the three decision-making approaches? What type of decision process would you expect most consumers to follow in their fi rst purchase of a new product or brand in each of
What kinds of marketing and sociocultural inputs would infl uence the purchase of (a) a high-defi nition TV, (b) a concentrated liquid laundry detergent, and (c) fat-free ice cream?Explain your answers.
Compare and contrast the economic, passive, cognitive and emotional models of consumer decision-making.
Find three print advertisements that you believe are targeted at a particular psychographic segment. How effective do you think each advertisement is in terms of achieving its objective? Why?
The owners of a local health-food restaurant have asked you to prepare a psychographic profi le of families living in the community surrounding the restaurant’s location. Construct a 10-question psychographic inventory appropriate for segmenting families on the basis of their dining-out
Do you anticipate any major changes in your lifestyle in the next fi ve years? If so, to which VALS™ segment are you likely to belong fi ve years from now? Explain.
Does your lifestyle differ signifi cantly from your parents’ lifestyle? If so, how are the two lifestyles different? What factors cause these differences?
Select a product and brand that you use frequently and list the benefi ts you receive from using it. Without disclosing your list, ask a fellow student who uses a different brand in this product category (preferably a friend of the opposite sex) to make a similar list for his or her brand. Compare
Apply the criteria for effective segmentation to marketing a product of your choice to college students.
For each of the following products, identify the segmentation base that you consider best for targeting consumers: (a) coffee, (b) soup, (c) home exercise equipment, (d) cordless telephones and (e) fat-free frozen yogurt. Explain your choices.
How can a marketer for a chain of health clubs use the VALS™ segmentation profi les to develop an advertising campaign? Which segments should be targeted? How should the health club be positioned in each of these segments?
Scandinavian Airlines Systems (SAS) is a prominent company in the airline and hotel industry.Describe how the company can use demographics and psychographics to identify television shows and magazines in which to place its advertisements.
Some marketers consider benefi t segmentation as the segmentation approach most consistent with the marketing concept. Do you agree or disagree with this view? Why?
Under which circumstances and for what types of products should a marketer segment the market on the basis of (a) awareness status, (b) brand loyalty and (c) usage situation?
Many marketers have found that a relatively small group of heavy users accounts for a disproportionately large amount of the total product consumed. What are the advantages and disadvantages of targeting these heavy users?
Discuss the advantages and disadvantages of using demographics as a basis for segmentation. Can demographics and psychographics be used together to segment markets? Illustrate your answer with a specifi c example.
How are market segmentation, targeting and positioning interrelated? Illustrate how these three concepts can be used to develop a marketing strategy for a product of your choice.
What is market segmentation? How is the practice of market segmentation related to the marketing concept?
Develop a questionnaire to measure students’ attitudes toward the instructor on this course.a. Prepare fi ve statements measuring students’ attitudes via a Likert scale.b. Prepare fi ve semantic differential scales to measure student attitudes. Can the same dimensions be measured by using
Using one of the customer satisfaction measures, construct an instrument to assess your fellow students’ satisfaction with the technological support services provided by your university.
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