Consumer Behavior Building Marketing Strategy 14th International Edition David Mothersbaugh, Delbert Hawkins - Solutions

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▸▸ 16-2 Describe the characteristics of special possessions.
▸▸ 16-3 Articulate what makes entities sacred.
▸▸ 16-4 Illustrate the three stages of gift giving.
▸▸ 16-5 Explain who is most likely to engage in charitable giving.
3. How does the ideal identity schema relate to a person’s actual identity schema?
4. What are the three main reasons why possessions take on special meaning?
6. What are sacred entities, and how are they profaned?
8. Explain when consumers are most likely to give to charity.
▸▸ 17-1 Describe the social and temporal dilemmas that marketers and consumers encounter.
▸▸ 17-2 Identify key controversial consumer behaviors.
▸▸ 17-3 Discuss how consumers and organizations can use marketing for socially responsible purposes.
▸▸ 17-4 Describe how consumers can counter controversial marketing practices.
2. What is controversial consumer behavior, and is it always illegal?
4. How do temptation and justification affect consumer theft?
6. What influences consumers’ conservation behavior?
7. What is greenwashing, and what does it mean for consumers and marketers?
8. What can consumers do to counter controversial marketing practice?
Analyze a foreign culture of your choice, and recommend a marketing program for a brand of one of the following made in your country:a. Automobileb. Beerc. MP3 playerd. Discount retailere. Moviesf. Cosmetics
Imagine you are a consultant working with your state’s or province’s tourism agency. You have been asked to advise the agency on the best promotional themes to use to attract foreign tourists. What would you recommend if Germany and Australia were the two target markets?
Interview two students from Southeast Asia regarding their perceptions of materialism and conspicuous consumption. Report on how their responses reinforce or conflict with the traditional value systems found in their countries.
Interview a student from India. Report on the advice that the student would give an American firm marketing consumer products in India.
Interview two students from two different cultures.Report their perceptions of the major differences in cultural values between their culture and your culture.
Interview two students from two different cultures. Report any differences in nonverbal communications they are aware of between their culture and your culture.
Interview two students from two different cultures.Determine the extent to which the following are used in those cultures and the variations in the values of those cultures that relate to the use of these products:a. Gift cardsb. Energy drinks (like Red Bull)c. Fast-food restaurantsd. Exercise
Should U.S. tobacco firms be allowed to market cigarettes in developing countries?Why or why not?
The text provides a seven-step procedure for analyzing a foreign market. Using this procedure, analyze your country as a market fora. Laptop computers from Japan.b. Automobiles from Korea.c. Sunglasses from Italy.d. Wine from Chile.
Which, if any, nonverbal communication factors might be relevant in the marketing of the following?a. Watchesb. Jewelryc. Facial tissued. Laundry detergente. Lip balmf. Women’s clothing
What variations between the United States and other societies, other than cultural variations, may affect the relative level of usage of the following?a. Internetb. Video games/consolesc. Milkd. Fast foode. Luxury carsf. Cell phones
What are the most relevant cultural values affecting the consumption of each of the following?Describe how and why these values are particularly important.a. Internetb. Video games/consolesc. Milkd. Fast foode. Luxury carsf. Cell phones
Select two cultural values from each of the three categories. Describe the boundaries (norms)relevant to that value in your society and the sanctions for violating those norms.
What forces seem to be creating a global youth culture?
What is meant by each of the following as a form of nonverbal communication?a. Timeb. Spacec. Symbolsd. Relationshipse. Agreementsf. Things g. Etiquette
How does the first of the following paired orientations differ from the second?a. Individual/Collectiveb. Performance/Statusc. Tradition/Changed. Limited/Extended familye. Active/Passivef. Material/Nonmaterial g. Hard work/Leisure h. Risk taking/Security i. Masculine/Feminine j.
What is a sanction?
What is a cultural value?
What is a norm? From what are norms derived?
Watch several hours of children’s television programming (e.g., cartoons).What ethical concerns, if any, do these shows cause?
Interview several parents of preschool children.Determine the extent to which they agree with Piaget’s four stages and McNeal’s five stages.
Pick a product of interest and, with several fellow students, complete enough interviews to fill the relevant cells in Table 6–2 using the four questions in the text. Develop an appropriate marketing strategy based on this information.
Pick a product and market segment of interest, and interview three households. Collect sufficient data to complete Table 6–3.
Interview a couple who have been married for the following periods. Ascertain and report the degree and nature of role specialization that has developed with respect to their purchase decisions. Also determine how conflicts are resolved.a. Less than 1 yearb. 1–5 yearsc. 6–10 yearsd. More than
Interview a family with a child under 13 at home.Interview both the parents and the child, but interview the child separately. Try to determine the influence of each family member on the following products for the child’s use. In addition, ascertain what method(s) of conflict resolution is (are)
Interview one individual from each stage in the household life cycle. Determine and report the extent to which these individuals conform to the descriptions provided in the text.
Interview two sporting goods salespersons from different price-level outlets. Try to ascertain which stages in the household life cycle constitute their primary markets and why this is so.
Interview a middle school student and determine and describe the household decision process involved in the purchase of his or hera. Backpackb. Snack foodsc. Bedroom furnitured. Cell phonee. Clothing
Respond to the questions in Consumer Insight 6–2.
Describe four types of activities or situations in which mediation is likely to occur.
Describe four types of activities or situations in which modeling is likely to occur.
Describe four types of activities or situations in which direct instrumental training is likely to occur.
Name two products for which the horizontal axis in Table 6–2 should be the following. Justify your response.a. Occupational categoryb. Incomec. Educationd. Social class
Rate the stages of the household life cycle in terms of their probable purchase of the following. Justify your answers.a. Designer jeansb. Trip to Cancunc. Diapersd. Breakfast barse. Contribution to SPCAf. Golf clubs
Respond to the questions in Consumer Insight 6–1.
What do we mean when we say that children learn consumer skills, consumption-related attitudes, and consumption-related preferences?
What is meant by the household life cycle?
What is a traditional family? Can a single-parent family be a nuclear family?
The household is described as “the basic consumption unit for consumer goods.” Why?
Interview 10 male and 10 female students.Ask each to describe the typical owner or consumer of the following. If they do not specify, ask for the gender of the typical owner. Then probe to find out why they think the typical owner is of the gender they indicated. Also determine the perceived
Interview a salesperson for each of the following.Ascertain the interest shown in the item by males and females. Determine if males and females are concerned with different characteristics of the item and if they have different purchase motivations.a. Artb. Automobilesc. Golf clubsd. Personal care
Pick two different environmental segments from Table 3–1. Find one advertisement you think is particularly appropriate or effective for each.Copy or describe each ad and justify its selection.
Form a team of five. Have each team member interview five married adult males. Based on these interviews, develop a typology that classifies them by their attitude toward and participation in household or child-rearing activities.
Interview a career-oriented working wife and a traditional housewife of a similar age. Report on differences in attitudes toward shopping, products, and so forth.
Interview a salesperson who has been selling the following for at least 10 years. See if this individual has noticed a change in the purchasing roles of women over time.a. Electric guitarsb. Cell phonesc. Computersd. Homese. Financial services
Interview a person who consumes one or more organic food items. What values influence this consumption pattern?
Find and copy or describe an advertisement for an item that reflects Americans’ position on the following values:a. Active/Passiveb. Material/Nonmaterialc. Hard work/Leisured. Postponed/Immediate gratificatione. Sensual gratification/Abstinencef. Religious/Secular g. Cleanliness h.
Suppose AT&T showed a gay couple using its cell service plan or P&G showed a gay couple using one of its laundry products in ads on network television. Is a backlash by those who do not accept the gay community a likely response? How are such consumers likely to respond? Why?
In which of the four categories of responders to cause-related marketing are you? Why?
Cause-related marketing is done to enhance a firm’s sales or image. Some critics consider such marketing to be unethical. What is your position?
Which values are most relevant to the purchase or use of the following? Are they currently favorable or unfavorable for ownership/use? Are they shifting at all? If so, is the shift in a favorable or unfavorable direction?a. Dietary supplementsb. The Salvation Armyc. Financial investments (stocks,
Respond to the questions in Consumer Insight 3–1.
Pick the three values you feel the authors were most inaccurate about in describing the emerging American values. Justify your answers.
Pick the three values you feel the authors of this book were most inaccurate about in the chapter in describing the current American values. Justify your answers.
What is happening to male and female gender roles in America?
What is a gender role?
What is meant by gender?
Find and copy or describe an ad that you feel is misleading. Explain why.
Repeat Question 37 for prime-time television and adults.
Interview two grade-school teachers and get their responses to material provided by corporations and the level of educational versus commercial content.
Determine their understanding of the selling intent and techniques of television commercials.
With parental consent, interview a child 2 to 4 years of age, one between 5 and 7, and one between 8 and
Watch two hours of Saturday morning children’s programming on a commercial channel (not public broadcasting). Note how many commercials are run. What products are involved? What are the major themes? Would hundreds of hours of viewing these commercials over the course of several years have any
Do you believe reference prices generally reflect prices at which substantial amounts of the product are normally sold? Does this vary by store, season, or other circumstances?
To what extent, if at all, do you use nutrition labels to guide your purchases? Why?
“Because riding tricycles is a major cause of accidental injury to young children, the product should be banned.” State and defend your position on this issue (the first part of the statement is true).
Do you think corrective advertising works?Evaluate the three corrective messages described in the text.
Respond to the questions in Consumer Insight 20–1.
Do you agree that beer advertisements portraying groups of active young adults having fun while consuming beer teach people that the way to be popular and have fun is to consume alcohol?
What rules, if any, should govern online marketing to kids?
What rules, if any, should govern mobile marketing to children? What about social media marketing?
Does advertising influence children’s values? What can the FTC or CARU do to ensure that positive values are promoted? Be precise in your response.
Are the self-regulatory attempts by the food and beverage industry enough in regard to regulating food marketing to children? What, if any, additional actions would you propose? Explain.
How much and what type of (if any) advertising should be allowed on television programs aimed at children of the following ages?a. Under 6b. 6 to 9c. 10 to 12
Turkey ham looks like ham and tastes like ham, but it contains no pork; it is all turkey. A nationwide survey of consumers showed that most believed the meat product contained both turkey and ham. The USDA approved this label based on a dictionary definition for the term ham: the thigh cut of meat
What are the major regulatory issues with respect to prices?
What is corrective advertising?
Describe the key provisions of The Rules under COPPA.
What are the concerns associated with mobile and social media marketing to children?
Why are consumer advocates worried about online marketing to kids?
What are the major concerns about the content of commercial messages targeting children?
What are the main issues concerning children’s ability to comprehend advertising messages?
Interview a manager at a business or government agency who has recently been involved in an important purchase decision (e.g., a capital equipment acquisition). Have the manager describe the key influences at each phase of the decision process as shown in Table 19–3. Discuss how this information

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Consumer Behavior Building Marketing Strategy 14th International Edition David Mothersbaugh, Delbert Hawkins - Solutions

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