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business
cb: consumer behaviour
CB: Consumer Behaviour 2nd Canadian Edition Babin, Barry J.; Harris, Eric G.; Murray, Kyle Bay - Solutions
=+of Axe, Dove, and Old Spice? How does each of these brands facilitate consumers’ talking about the products?
=+11What role does word-of-mouth play in the success
=+on consumer behaviour in the soap, shower, and deodorant market?
=+10What is the impact of Canada’s beauty culture
=+to better understand the messages of each of these three brands?
=+9How would you apply the elaboration likelihood model
=+8What role does a consumer’s self-concept play in his response to Axe versus Old Spice?
=+of individual consumers to the differentiated messages of Axe, Dove, and Old Spice?
=+7What role might need for cognition play in the response
=+6What basic human motivations are Axe and Dove tapping into? How about Old Spice?
=+5What associations, positive and negative, are connected to each of these brands?
=+4How did each brand gain attention for itself in the marketplace?
=+3How has each brand been able to turn a utilitarian product into a hedonic experience?
=+Canada’s soap, shower, and deodorant market?
=+2Which variables are playing key roles in segmenting
=+1 How have Axe, Dove and Old Spice created value?
=+ Should the government intervene in those areas as well?
=+in an attempt to reach potential customers?
=+5Are there other types of misleading or unwanted communications that companies in Canada use
=+your knowing, but why would a marketer want to do that?
=+might want to install a program on your computer without
=+You may be able to imagine nefarious reasons why someone
=+someone else’s computer without their express consent.
=+4CASL also deals with the installation of software on
=+3Do you agree with the government that regulation and stiff fines were required to curb spam in Canada?
=+Are emails for “V!@gra” effective?
=+why do organizations continue to send it out?
=+2If the majority of spam today is caught by email filters,
=+to recipients who would find the message relevant. Do you agree?
=+organizations had a moral obligation to restrict communications
=+not clearly illegal in Canada. Even then many argued that
=+1 Prior to CASL being enacted, spam was annoying but
=+16-6 Comprehend the major areas of criticism to which marketers are subjected.
=+16-5 Understand consumer protection, privacy, and the regulation of marketing activities.
=+16-4 Comprehend the role of corporate social responsibility as it relates to consumer behaviour (CB).
=+16-3 Discuss the interplay between marketing ethics and consumerism within the marketing concept.
=+16-2 Distinguish between consumer misbehaviour and consumer problem behaviour.
=+Understand the consumer misbehaviour phenomenon and how it affects the exchange process.
=+Is loyalty to A&F driven by consumer inertia or a deeper customer commitment?
=+5How loyal are today’s Abercrombie & Fitch customers?
=+4What are the switching costs for a consumer who stops shopping at A&F and begins shopping at Zara or H&M?
=+Why was the response not more effective?
=+the four alternative courses of action did the company undertake?
=+3How did A&F handle the negative publicity? Which of
=+2Was there an element of consumer revenge in the social media campaign?
=+on “cool kids” and its willingness to exclude others for more than a decade. Why did it take so long for the negative WOM to catch fire?
=+1 Jeffries had been quoted confirming the company’s focus
=+15-5 Understand the role that value plays in shaping loyalty and building consumer relationships.
=+15-4 Describe each component of true consumer loyalty.
=+15-3 Use the concept of switching costs to understand why consumers do or do not repeat purchase behaviour.
=+15-2 Know why consumers complain and the ramifications of complaining behaviour for a marketing firm.
=+1 List and define the behavioural outcomes of consumption.
=+5How can other companies compete with Apple’s powerful “cult” of customers?
=+Are they attributing the failure to something other than Apple itself?
=+ Are Apple’s customers suffering from a confirmatory bias?
=+underperformance of Siri, and other product issues not had a more negative impact on satisfaction with the iPhone?
=+4Why have the dropped calls of the Apple 4, the
=+How might this change in expectations affect consumer satisfaction with competing products?
=+3How has the iPhone changed what consumers expect from a smart phone?
=+consumption experience? If so, what might that emotion be?CASE STUDY
=+different, more powerful emotion as part of the iPhone
=+2Are Apple customers satisfied, or are they feeling a
=+1 What meaning is being transferred from Apple to its customers?
=+14-6 Describe some ways in which consumers dispose of refuse.
=+14-5 Understand problems with commonly applied satisfaction measures.
=+14-4 Use expectancy/disconfirmation, equity, and attribution theory approaches to explain consumers’ postconsumption reactions.
=+14-3 Know that emotions other than satisfaction can affect postconsumption behaviour.
=+14-2 Discuss the relative importance of satisfaction and value in consumer behaviour.
=+characteristics of the brands in this case study signal product quality in terms of the underlying environmental and health benefits?
=+3 How do perceptual attributes and packaging
=+decision making, or (c) habitual decision making: brand inertia versus brand loyalty? Explain.
=+Jill, and Elena: (a) extended decision making, (b) limited
=+2 What types of purchase decisions were made by Jack,
=+cleaner in particular? How might a marketer leverage this knowledge?
=+circumstances, might influence a consumer to recognize a need for a cleaning product in general, or a green
=+1 What temporary situations, or changes in life
=+warehouse store like Costco as opposed to an upscale wine shop in Florida?
=+consumer change if shopping for the product at a
=+5How might the decision-making processes for each
=+about Bella’s decision-making style, which brand is she likely to purchase?
=+4Looking at Table C and considering what you know
=+into consideration, which brand of alcohol will she buy?
=+3Using Table B and taking Angelina’s shopping habits
=+2After evaluating Table A, which alcohol brand will Greg be most likely to purchase?
=+Do you believe brand personality plays a major part in decision making? Explain.
=+13-4 Distinguish between compensatory and noncompensatory rules that guide consumer choice.1
=+13-3 Explain the importance of product categorization in the evaluation of alternatives process.
=+13-2 Comprehend how value affects the evaluation of alternatives.
=+6What is the likely impact of in-store samples on search regret?
=+creation of a consideration set?
=+5How does Costco influence consumer search and the
=+create risks that wouldn’t exist in a more traditional retail shopping environment?
=+4What consumer risks does Costco alleviate? Does it
=+3How do Costco’s samples influence consumers’ learned responses to the environment?
=+ Are Costco shoppers likely to be loyal based on brand inertia?
=+2Would you consider a Costco shopper to be a habitual decision maker?
=+1 How do utilitarian and hedonic values influence the choices that consumers make when shopping at Costco?
=+12-5 Understand the factors that influence the amount of search performed by consumers.
=+12-4 Understand the importance of the consideration set in the decision-making process.
=+12-3 Explain the three major types of decision-making approaches.
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