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business
cb: consumer behaviour
Consumer Behavior & Marketing Strategy, Ninth Edition 9th Edition J Paul Peter, Jerry C Olson - Solutions
=+Enhanced TV Web site. Fans could play trivia, see replays, participate in polls and chat rooms, and view player statistics. The site received an estimated 1 million hits. Why? Frame your answer in terms of exposure, attention, and comprehension.
=+2. During the 2000 Super Bowl, ABC invited viewers to visit its
=+Do you see any potential drawbacks to this type of marketing?
=+ Discuss the attention processes that were at work.
=+Why do you think these campaigns were successful?
=+1. Consider the e-mail campaigns discussed in the case.
=+ discuss how exposure, attention, and comprehension processes can influence the effectiveness of that brand extension.
=+ 10. Identify a recent brand extension ?
=+ Illustrate your points with marketing examples.
=+ 9. Discuss how interpretation processes (attention and comprehension) affect consumers’ ability to recall marketing information.
=+ What could marketers (or public policymakers)do to reduce the chances of miscomprehension?
=+Discuss the ethical issues involved.
=+ Describe why this miscomprehension occurs.
=+ 8. Consider an example of a marketing strategy that you think might result in some consumer miscomprehension.
=+strategies you would recommend to influence the inferences that consumers form.
=+ 7. List some factors that could affect the inferences formed during comprehension of ads for packaged foods and for medical services. Give examples of marketing
=+Do you think the Seal enhances the value of a product for these two types of consumers?
=+What types of comprehension might these consumers have of the Seal?
=+What level of attention do you think is likely?
=+Do you think these consumers will attend to the Seal in product advertisements?
=+young children; and (2) older married women in their forties and early fifties, with teenage children.
=+Good Housekeeping Institute, which does product testing. Consider two market segments: (1) young married women in their twenties and early thirties, with
=+ 6. Consumer Insight 5.3 describes the Good Housekeeping Seal. Visit the company Web site ( www.goodhousekeeping.com ) and read more about the Seal and the
=+When should marketing activities encourage or discourage elaboration of knowledge and meaning?
=+ 5. Review the differences in the knowledge and meanings produced by more and less elaborate comprehension processes.
=+Can you relate these differences to different segments of consumers for the same product?
=+ 4. Discuss the different types of knowledge and meanings that “shallow” and “deep”comprehension processes create.
=+choices consumers have to make in a day. Products and brands that can help simplify the decision process should be viewed favorably. Discuss how the interpretation processes of exposure, attention, and comprehension can influence consumers’ purchase decisions.
=+and billboards. (Others have proposed far higher estimates of more than 1,000 ads per day.) This exposure is important, but not as important as the number of
=+ 3. Media Dynamics has estimated that “the average adult in the U.S. is exposed to nearly 200 advertisements per day,” not including myriad other messages on signs
=+What implications does this distinction have for marketing strategy?
=+ 2. Give an example of automatic attention and contrast it with an example of controlled attention.
=+1. Describe the differences between accidental and intentional exposure to marketing information. Identify a product for which each type of exposure is most common, and discuss implications for developing effective marketing strategies.
=+3. How can I influence the target consumers to comprehend my marketing information at the appropriate level of depth and elaboration?
=+ 2. How can I capture and maintain the attention of the target consumers?
=+1. How can I maximize and/or maintain exposure of the target segment of consumers to my marketing information?
=+highly involved and moderately involved consumers.
=+Nike’s advertising strategies might differ in marketing a shoe to
=+involvement for athletic shoes, and describe some of the likely means–end chains for the most involved consumers. Discuss how
=+popular models. Identify some intrinsic and situational sources of
=+7. Not everyone finds athletic shoes highly involving, but some people do. For example, kids who are “into shoes” often talk in staggering detail about the characteristics and benefits of the currently
=+Should ACG deviate from Nike’s traditional advertising strategy to reach these consumers?
=+6. What do you think of Nike’s attempt to reach the “alternative” market through its ACG unit? What barriers and opportunities exist?
=+5. Recently Nike abandoned the swoosh logo in its advertising and replaced it with the word nike in lowercase lettering. Why do you think Nike made this decision?
=+example of a current Nike ad to analyze and draw out the meaning connections you believe this ad is likely to create in a consumer.
=+4. Discuss Nike’s typical advertising strategy in terms of the types of means–end connections it creates in consumers. Bring in an
=+do you think consumers react to this?
=+new shoe style every day of the year. Discuss the pros and cons of this continual churn of new attributes and new products. How
=+sport or physical activity. Visit the Nike Web site ( www.nike.com)for a complete listing of the models it sells. Moreover, Nike continually introduces new models; on average, Nike introduces a
=+3. Nike has expanded its product line well beyond the original running shoes. It now includes models for virtually every type of
=+what are Nike’s ethical responsibilities in this situation?
=+2. Recently, Nike has been trying to lower its environmental impact by reducing waste and use of toxic materials. In your opinion,
=+who use the product in very different ways?
=+c. What types of special difficulties does a marketer face in promoting its products to two market segments of consumers
=+b. Draw means–end chains to illustrate your ideas about how these two segments differ.
=+for running, basketball, aerobics, or tennis shoes.
=+a. Discuss the differences between these two segments in means–end chains, especially end goals, needs, and values
=+to engage in the designated athletic activity and those who use the shoes primarily for casual wear and seldom engage in the athletic activity.
=+1. Apparently there are two market segments of consumers for many product forms of athletic shoes: those who use the shoes
=+ discuss how this will affect consumers’ overall level of involvement. For what types of products are these strategies most suitable?
=+ 10. Identify three ways marketers can influence consumers’ situational self-relevance,
=+ 9. Discuss how a marketer of casual clothing for men and women can use consumers’ product knowledge (means–end chains) and involvement to understand the consumer–product relationship.
=+for athletic shoes at department stores, specialty athletic footwear shops, or discount stores. Why might the same consumer shop at these stores on different occasions?
=+ 8. Using the concept of means–end chains, discuss why different people might shop
=+in marketing as part of your degree program. Do laddering of yourself to identify your means–end chains (see Exhibit 4.7 ). Label the attributes, consequences, and values that you identify.
=+ 7. Prepare one or two means–end chains for your choice of a major or an emphasis
=+ 6. Do you agree that most products have low to moderate levels of intrinsic selfrelevance for most consumers? Why or why not?
=+of consumption as the basis for intrinsic self-relevance. What products are relevant to you for these two reasons? How does that influence your purchasing behavior?
=+ 5. Consider the difference between consequences of possession and consequences
=+ 4. Define the concept of involvement and illustrate it by discussing products that, for you, would fall at various levels along an involvement continuum.
=+ www.pg.com . Explore the About P&G button for an overview of this interesting and innovative company.)
=+Consumers also said that Crest MultiCare tastes great, freshens their breath, and leaves their mouth feeling clean long after brushing. (The main P&G Web site is
=+has a special foaming formula that delivers proven Crest protection against tartar and cavities and the acids that cause them, even in places that are hard to reach.
=+Crest ever. Crest MultiCare delivers great protection, and the feeling it creates in your mouth, both during and after brushing, is really terrific.” Crest MultiCare
=+means–end chain that P&G seems to have “designed into” the product. For instance, P&G recently introduced a new model of Crest toothpaste called MultiCare. A P&G spokesperson says, “In our research, consumers rated this the best
=+en-us/products/fsci/new_product.jhtml and check out the new-product ideas P&G is researching. Choose a new product and identify the key elements in the
=+ 3. Procter & Gamble Company (P&G) is one of the most admired marketing companies in the United States. P&G is known as an innovator of high-quality products with superior product attributes. Go to the P&G Web site at www.pg.com/
=+ 2. Analyze the possible meanings of mouthwash or deodorant in terms of positive(perceived benefits) and negative (perceived risks) consequences of use. Why are both types of meaning important?
=+ Describe some of the attribute, consequence, and value meanings for each of these levels.
=+1. Select a product category and identify examples of product forms, brands, and models.
=+com). Do you have any suggestions for how to make the site more “sticky” (i.e., how to make visitors stay longer)?
=+ 6. ▼ Visit the Barnes & Noble Web site ( www.BarnesandNoble.
=+ 5. Describe a script for shopping at a bookstore. Think of a marketing strategy Barnes & Noble could try to influence a stage in this script.
=+ What parts are most likely to influence your decision to go to the BarnesandNoble.com Web site?
=+What parts of your knowledge structure are most likely to influence your decision to visit a Barnes & Noble store?
=+How can marketers activate your knowledge structure?
=+ What might activate that knowledge structure?
=+ 4. Create an associative network of your knowledge about Barnes &Noble. How did you acquire this knowledge?
=+ How do these free activities (behaviors) influence consumers’ affect and cognition?
=+in discussion groups and going to in-store performances are free.And obviously it doesn’t cost anything to simply go in, sit in a chair, and read a book. So why do people buy?
=+3. Many of the activities that take place at Barnes & Noble stores (or at BarnesandNoble.com ) do not require a purchase. Participating
=+book or CD. Describe how their integration processes might convince them to choose Barnes & Noble over the myriad other options they have.
=+2. Rob goes to a Barnes & Noble location to hang out and meet people. Lisa goes only when she wants to purchase a specific
=+From a marketing perspective, which is more important to Barnes & Noble—affect or cognition?
=+ How might consumers’ cognitive systems interpret these responses?
=+1. What affective responses do you think the Barnes & Noble environment creates?
=+ Do you think consumers need separate scripts to use each type of card?
=+Do you think these cards would “fit” within a single knowledge structure about cards in general, or would they be separate schemas?
=+Are some more appropriate than others for the student market?
=+Describe the types of cards VISA has available.
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