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business
cb: consumer behaviour
Consumer Behaviour: A European Perspective 5th Edition Michael Solomon, Gary Bamossy, Soren Askegaard, Margaret K. Hogg - Solutions
In identifying and targeting newly divorced couples, do you think marketers are exploiting these couples’ situations? Are there instances where you think marketers may actually be helpful to them? Support your answers with examples.
For each of the following five product categories –groceries, cars, holidays, furniture and appliances –describe the ways in which you believe a married couple’s choices would be affected if they had children.
Review a number of popular media which are published in countries in southern Europe as well as media targeted for northern European countries. How do the ads’ depictions of family seem to differ by region? In what sorts of consumption situations do they seem highly similar? Why?
Trace a referral pattern for a service provider such as a hair stylist by tracking how clients came to choose them. See if you can identify opinion leaders who are responsible for referring several clients to the businessperson. How might the service provider take advantage of this process to grow
Mobile social networking is the next frontier in technology, as companies race to adapt platforms like Facebook to our mobile phones. Marketers are not far behind, especially because there are 3.3 billion mobile phone subscribers worldwide;that number is far greater than the number of internet
The strategy of viral marketing gets customers to sell a product to other customers on behalf of the company. That often means convincing your friends to climb on the bandwagon, and sometimes you get a small percentage return (or other reward) if they end up buying something. 169 Some might argue
What are sociometric techniques? Conduct a sociometric analysis within your hall of residence or neighbourhood. For a product category such as music or cars, ask each individual to identify other individuals with whom they share information.Systematically trace all of these avenues of
Although social networking is red-hot, could its days be numbered? Many people have concerns about privacy issues. Others feel that platforms like Facebook are too overwhelming. What are your views? Will people start to tune out all of these networks?168
The power of unspoken social norms often becomes obvious only when these norms are violated. To witness this result first hand, try one of the following: stand facing the back wall in a lift;serve dessert before the main course; offer to pay cash for dinner at a friend’s home; wear pyjamas to
The adoption of a certain brand of shoe or apparel by athletes can be a powerful influence on students and other fans. Should secondary school and university coaches be paid to determine what brand of athletic equipment their players will wear?
Is there such a thing as a generalized opinion leader? What is likely to determine if an opinion leader will be influential with regard to a specific product category? How can marketers use opinion leaders to help them promote their products or services?
Discuss some reasons for the effectiveness of home shopping parties as a selling tool. What other products might be sold this way? Are home shopping parties, which put pressure on friends and neighbour to buy, ethical?
Under what conditions are we more likely to engage in social comparison with dissimilar others versus similar others? How might this dimension be used in the design of marketing appeals?
to 7, that they would try a controversial new product (e.g. a credit card that works with a chip implanted in a person’s wrist). Then ask the group to discuss the product and rate the idea again. If the average rating changes from the first rating, you have just observed a risky shift.
What is the risky shift? How does this affect going shopping with friends? See if you can demonstrate risky shift. Get a group of friends together and ask each privately to rate the likelihood, on a scale from
Evaluate the strategic soundness of the concept of guerrilla marketing. For what types of product categories is this strategy most likely to be a success?
What is a brand community, and why is it of interest to marketers? Describe the four types of virtual community members identified in this chapter; and assess their relevance to marketers.
Identify the differences between a membership and an aspirational reference group. Give an example of each.
Compare and contrast the five bases of power described in the text. Which are most likely to be relevant for marketing efforts?
Choose one ad from the examples you collected of ads which use visual metaphor; and analyse the meaning as Daphne did for the elemonate ad, e.g. relevance;visual syntax; visual representation; interpretation; verbal syntax (anchored in the text); substantiation; more visual connotations. Does the
What is meant by syntax? (Hint: look up a definition in http://dictionary.reference.com/browse/syntax.)What is meant by visual syntax? What rules do you think advertising has to obey in order for consumers to be able to read the advertisements and understand them?
Collect examples of advertisements that use visuals metaphors and try to identify the different ways used to visually link two objects. Can you classify them into meaningful categories? (Hint: think of the three ways suggested for combining pictures of lemons and bombs in the discussion of visual
Text that explains a rhetorical visual might direct the interpretation of a visual. What might be the consequences of explaining either too much or too little to consumers in terms of ad liking, persuasion and comprehension?
Do you believe that all the product inferences drawn by Daphne are justified? Why did negative product attributes not prevail in her interpretation of the ad? Which communication model better supports your answer?
The campaign on benefit fraud uses emotions (such as fear and guilt) in a rather subtle way. Discuss the ethical issues that may arise from this use of emotions; and assess the need for regulation of the use of emotions in marketing campaigns.
What are the merits of using emotion campaigns in this context? What may be the potential adverse consequences?
Is the use of emotional appeals in advertisements that help in the solution of social problems justified and if so, why (or if not, why not)?
Make a list of campaigns that are aimed at solving (or ameliorating) social problems. Which elements make these campaigns effective (or not)?
Set yourself a branding and naming challenge: select a product or service category that you are interested in(e.g. perfumes, mobile networks, beer) in your country.Imagine that you’re rebranding one of the biggest brands in that category. Try to come up with the new brand including the name, the
Do you believe that qualitative or quantitative stakeholder research is most important to inform the process of creative development?
Can you think of any major brands that have rebranded and entirely changed their name and identity? Was the rebranding successful, or not? Did they just change the surface of the brand (how it looks, what it’s called, the campaigns), or did the entire philosophy of the brand change (the services
What mobile brands operate in your country? Which ones are global and which ones are local? What are their strengths and weaknesses from a customer’s point of view? Can you draw a positioning map which will draw out the main differences between the competing brands?
February 2012).Debate in class the reasons why there is increasing concern about ‘keeping consumers safe’; and how far is it the role of national governments or international institutions (like the EC) to undertake this? What about the traditional view of the consumer’s responsibility, i.e.
Visit the EC website with video briefings about systems of consumer protection in the EC: http://ec.europa.eu/dgs/health_consumer/press/index_ en.htm#consumers (accessed
It is increasingly clear that many postings on blogs and product reviews on websites are fake or are posted there to manipulate consumers’ opinions.For example, a mini-scandal erupted in 2007 when the press learned that the CEO of Whole Foods had regularly been blasting competitor Wild Oats on
Find examples of electronic recommendation agents on the web. Evaluate these – are they helpful? What characteristics of the sites you locate are likely to make you buy products you wouldn’t have bought on your own?
Consider the five types of perceived risk in Figure 9.7 within the context of making a decision to purchase a new diamond. Review the following websites, and discuss the kinds of risk you would consider in buying a diamond on the web: www.diamond.com, www.mondera.com, www.bluenile.com.
Think of a product you recently shopped for online.Describe your search process. How did you become aware you wanted/needed the product?How did you evaluate alternatives? Did you end up buying online? Why, or why not? What factors would make it more or less likely that you would buy something
Give one of the scenarios described in the section on biases in decision-making to between 10 and 20 people. How do the results you obtain compare with those reported in the chapter?
. How might marketing managers overcome barriers to adoption of their technically sophisticated products?
‘Too many features can make a product overwhelming for consumers and difficult to use’(Thompson, Rust and Hamilton, 2005: 431, Debora V. Thompson, Rebecca W. Hamilton and Roland T.Rust, ‘Feature fatigue: when product capabilities become too much of a good thing’, Journal of Marketing
Read Rust, Thompson and Hamilton’s article in Harvard Business Review (February 2006: 98ff)on ‘Defeating feature fatigue’. Summarize their main arguments and examples into a paragraph.Working in groups of three, write a brief for a marketing manager, first, explaining why consumers prefer
What is the future of social gaming? How do you evaluate the potential of these activities for marketing?
Technology has the potential to make our lives easier by reducing the amount of clutter we need to work through in order to access the information on the internet that really interests us. On the other hand, perhaps intelligent agents that make recommendations based only on what we and others like
What is neuromarketing, and is it dangerous?Identify the advantages and disadvantages of neuromarketing from the perspective firstly of the consumer, secondly of the market researcher, and thirdly of the marketing brand manager.Ask a friend to ‘talk through’ the process they used to choose one
February 2012)for an up-to-date list). If the Chinese government hired you as a consultant to help it repair some of the damage to the reputation of products made there, what actions would you recommend?
In the past few years, several products made in China have been recalled because they are dangerous or even fatal to use (see http://ec.europa.eu/consumers/dyna/rapex/create_ rapex.cfm?rx_id=423 (accessed
Perform a survey of country-of-origin stereotypes.Compile a list of five countries and ask people what products they associate with each. What are their evaluations of the products and likely attributes of these different products? The power of a country stereotype can also be demonstrated in
Find a person who is about to make a major purchase. Ask that person to make a chronological list of all the information sources consulted prior to making a decision. How would you characterize the types of sources used (i.e., internal versus external, media versus personal, etc.)? Which sources
Form a group of three. Pick a product and develop a marketing plan based on each of the three approaches to consumer decision-making: rational, experiential and behavioural influence. What are the major differences in emphasis among the three perspectives? Which is the most likely type of
Choose a friend or parent who shops for groceries on a regular basis and keep a log of their purchases of common consumer products during the term. Can you detect any evidence of brand loyalty in any categories based on consistency of purchases? If so, talk to the person about these purchases. Try
Discuss two different non-compensatory decision rules and highlight the difference(s) between them. How might the use of one rule versus another result in a different product choice?
Explain the ‘evoked set’. Why is it difficult to place a product in a consumer’s evoked set after it has already been rejected? What strategies might a marketer use in an attempt to accomplish this goal?
Describe the relationship between a consumer’s level of expertise and how much they are likely to search for information about a product.
Describe the difference between a superordinate category, a basic level category, and a subordinate category. What is an example of an exemplar product?
If people are not always rational decision-makers, is it worth the effort to study how purchasing decisions are made? What techniques might be employed to understand experiential consumption and to translate this knowledge into marketing strategy?
What is the difference between the behavioural influence and experiential perspectives on decision making? Give an example of the type of purchase that each perspective would help to explain.
A marketer must decide whether to incorporate rational or emotional appeals in a communication strategy. Describe conditions that are more favorable to one or the other in terms of changing attitudes.
Create a list of celebrities who match up with products in your country. What are the elements of the celebrities and products that make for a‘good match’? Why? Which celebrities have a global or European-wide appeal, and why?
The Coca-Cola company pulled a UK internet promotion campaign after parents accused it of targeting children by using references to a notorious pornographic movie. As part of its efforts to reach young social media users for its Dr Pepper brand, the company took over consenting users’ Facebook
A government agency wants to encourage the use of designated drivers by people who have been drinking. What advice could you give the organization about constructing persuasive communications? Discuss some factors that might be important, including the structure of the communications, where they
Construct a multi-attribute model for a set of local restaurants. Based on your findings, suggest how restaurant managers can improve their establishments’ image using the strategies described in the chapter.
Think of a behaviour exhibited by an individual that is inconsistent with their attitudes (e.g.attitudes towards cholesterol, drug use or even buying things to attain status or be noticed).Ask the person to elaborate on why they do the behaviour, and try to identify the way the person has resolved
List three functions played by attitudes, giving an example of how each function is employed in a marketing situation. To examine European countries’ attitudes towards a wide variety of issues, go to the website: http://europa.eu.int/en/comm/dg10/ infcom/epo/eo.html . Which sorts of attitudes
Contrast the hierarchies of effects outlined in the chapter. How will strategic decisions related to the marketing mix be influenced by which hierarchy is operative among target consumers?
Collect some pictures of ‘classic’ products that have high nostalgia value. Show these pictures to consumers and allow them to make free associations. Analyse the types of memories that are evoked, and think about how these associations might be employed in a product’s promotional strategy.
Identify some important characteristics for a product with a well-known brand name. Based on these attributes, generate a list of possible brand extension or licensing opportunities, as well as some others that would be unlikely to be accepted by consumers.
Devise a ‘product jingle memory test’. Compile a list of brands that are or have been associated with memorable jingles, such as Opal Fruits or Heinz Baked Beans. Read this list to friends, and see how many jingles are remembered. You may be surprised at the level of recall.
Can you think of a time when you have had an identity conflict? What did you do – i.e. how did you work through this conflict?– Strategies employed?– Purposeful or not?– Why different strategies have been followed?
Compare and contrast Maria’s and Nancy’s stories. What similarities are there? What differences? Who (if any) of the two women experience an identity conflict, Maria or Nancy? And how has she dealt with her identity conflict i.e. identify different strategies employed to deal with an identity
Identify the themes that characterised Maria’s, Nancy’s and your classmates’ desired and undesired selves(based on the case study that you have just read and your fellow students’ stories of their meaningful possessions, products and consumption activities) (Tutors might want to give a hint
Choose a product, an object or a consumption activity that is important to you and about which you feel a special fondness.(a) Write a brief description of that product or object or consumption activity.(b) Compose a short story explaining why or how you came to feel special affection for the
What challenges are there for companies trying to market to groups of consumers who strive to be elitists?
What (if any) is the difference between style, as defined by the traditional elite, and fashion?
Discuss the groups of consumers described in this case from the perspective of lifestyles?
If you were a market researcher commissioned to study fertility rates across Europe in order to identify markets for new products in such categories as maternity wear;baby clothing and products; technology products for the family – how and where would you start? And which markets would you
When the group meets the students should share the points on their lists, and then the group should:(a) discuss the differences and similarities which can be identified by various countries of origin and for each generation (their parents’ and their own),(b) how these differences and similarities
Form groups (4–6) of students from countries representing regions with higher and lower rates of fertility. As preparation each student should prepare:(a) a list of factors that she/he thinks were important for her/his parents’ fertility choices,(b) a list of issues that she/he thinks will be
Extreme sports. Chat rooms. Vegetarianism. Can you predict what will be ‘hot’ in the near future?Identify a lifestyle trend that is just surfacing in your universe. Describe this trend in detail, and justify your prediction. What specific styles and/or products are part of this trend?
Construct separate advertising executions for a cosmetics product targeted to three of the RISC segments: ethics and universalism; appearance and international symbol status; and action and personal drive. How would the basic appeal differ for each group?
What is the basic philosophy behind a lifestyle marketing strategy?
Behavioural targeting techniques give marketers access to a wide range of information about a consumer by telling them what websites they visit.Do you believe this ‘knowledge power’ presents any ethical problems with regard to consumers’privacy? Should the government regulate access to such
What are RISC and CCA, and how do marketers use them?
Visit the Business Week website, http://images.businessweek.com/ss/08/08/0819_happiest_ countries/index.htm . Read the latest report by the World Value Survey of the happiest countries.Identify and discuss the key features used to assess happiness in the descriptions of these European countries.
Core values evolve over time. What do you think are the three to five core values that best describe your country today? Can you see differences between present day core values and those of your parents’ and grandparents’ generations? What might be the implications for marketing managers?
If you were segmenting European consumers in terms of their relative level of materialism, how might your advertising and promotional strategy take this difference into account? Construct two versions of an ad for a suntan lotion, one to appeal to a high materialism country and one to appeal to a
Assess the role of materialism in consumer behaviour. Think about some of the excuses or explanations you have used towards yourself or towards others for materialistic wants. How do they correspond to the explanations and excuses accounted for here?
Describe how a man’s level of involvement with his car would affect how he is influenced by different marketing stimuli. How might you design a strategy for a line of car batteries for a segment of low-involvement consumers, and how would this strategy differ from your attempts to reach a segment
Describe three personality traits relevant to marketers. What problems arise when we try to apply trait theory to marketing contexts?
Describe the id, ego and superego and discuss how they work together according to Freudian theory.
Consumer researchers have the right to probe into the consumer’s unconscious. Is this a violation of privacy, or just another way to gather deep knowledge of purchase motivations?
Some consumer advocates have protested at the use of super-thin models in advertising, claiming that these women encourage others to starve themselves in order to attain the ‘waif’ look. Other critics respond that the media’s power to shape behaviour has been overestimated, and that it is
Assume that you are a consultant for a marketer who wants to design a package for a new premium chocolate bar targeted to an affluent market.What recommendations would you provide in terms of such package elements as colour, symbolism and graphic design? Give the reasons for your suggestions.
Who buys cars?
Could Man’s last stand and Getaway car be ironic comments on the poor boys debate?
Consider who the audience on YouTube is. Do you think it is a good communication strategy to address the brand community via YouTube?
Discuss the possibility that Man’s last stand is Dodge’s attempt to reach their brand community.
Discuss how homes around the globe will look in the future, depending on whether or not IKEA succeeds with their objectives to educate ‘the many people’ on how to furnish a home tastefully.
Do you think some socio-historical settings are more prone to encourage resistance between older and younger generations than others? If you think so, then why?
Discuss IKEA’s objective to ‘educate’ consumers globally into Northern European tastes from an ethical perspective.What are the political implications (i.e. power effects) of this conception of marketing as education?
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