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consumer behaviour
Consumer Behavior Building Marketing Strategy 14th International Edition David Mothersbaugh, Delbert Hawkins - Solutions
What is the difference between consummatory motives and instrumental motives?
What is a metagoal?
What is meant by bounded rationality?
Develop a questionnaire to determine which products college students view as positive and which they view as negative. Measure the shopping effort associated with each type. Explain your overall results and any individual differences you find.
For each strategy in Table 15–2, find one brand that appears to be following that strategy. Describe in detail how it is implementing the strategy.
Develop a short questionnaire designed to measure the information search consumers engage in prior to purchasing an expensive recreational or entertainment item or service. Your questionnaire should include measures of types of information sought, as well as sources that provide this information.
For the same products listed in Question 32, ask five students to list all the brands they are aware of in each product category. Then have them indicate which ones they might buy (evoked set), which ones they are indifferent toward (inert set), and which brands they strongly dislike and would not
Develop an appropriate questionnaire and complete Question 23 using information from five students not in your class. Prepare a report discussing the marketing implications of your findings.
What is your awareness set, evoked set, inert set, and inept set for the following? In what ways, if any, do you think your sets will differ from those of the average member of your class? Why?a. Automobilesb. Energy drinksc. Car insurance providersd. Jewelry storese. Book storesf. Laptop computers
Respond to the questions in Consumer Insight 15–1.
Discuss factors that may contribute to external information search and factors that act to reduce external search for information before purchase or adoption of the following:a. Car insuranceb. International travelc. Exercise clubd. Formal weare. Eye wearf. Counseling services
What information sources do you think students on your campus use when acquiring the items listed below? Consider the various sources listed in Figure 15–4 in developing your answer.Do you think there will be individual differences?Why?a. Moviesb. Restaurantsc. Apartmentd. Computere. Fitness
Use a shopping service such as NexTag to help you choose a brand of coffeemaker. In what way does it help you form your evoked or consideration set? Is information overload a problem? Explain.
Pick a product/brand that you believe would require each strategy in Table 15–2 (six products in total). Justify your selection. Develop a specific marketing strategy for each (six strategies in total).
Describe each of the strategies listed in Question 17.
What is local mobile search?
What is behavioral targeting?
Interview someone from the local office of the American Cancer Society concerning its attempts to generate problem recognition among smokers.
Interview five tobacco smokers and ascertain what problems they see associated with smoking.
Conduct a problem analysis, using a sample of five college freshmen. Prepare a report on the marketing opportunities suggested by your analysis.
Using two consumers from a relevant market segment, conduct a product analysis for a product that interests you. Prepare a report on the marketing opportunities suggested by your analysis.
Using two consumers from a relevant market segment, conduct an activity analysis for an activity that interests you. Prepare a report on the marketing opportunities suggested by your analysis.
Find and describe an advertisement that is attempting to activate problem recognition.Analyze the advertisement in terms of the type of problem and the action the ad is suggesting.Also, discuss any changes you would recommend to improve the effectiveness of the ad in terms of activating problem
Interview three students and identify five products that each buys using a nominal decision process.Identify those that are based on brand loyalty and those that are merely repeat purchases. What characteristics, if any, distinguish the brand-loyal products from the repeat products?
Interview three students and identify recent instances when they engaged in nominal, limited, and extended decision making (a total of nine decisions). What specific factors appear to be associated with each type of decision?
Track a brand’s Twitter account for a week. Write a report on the role that Twitter and other social media can play in identifying consumer problems.As part of the report, discuss whether or not you believe that some venues are better than others at providing insights for general versus
Interview five students and identify three consumer problems they have recognized recently. For each problem, determinea. The relative importance of the problem.b. How the problem occurred.c. What caused the problem (i.e., change in desired or actual states).d. What action they have taken.e. What
Respond to the questions in Consumer Insight 14–1.
Describe two recent purchases you have made.What uncontrollable factors, if any, triggered problem recognition? Did they affect the desired state, the actual state, or both?
Describe a purchase you made using nominal decision making, one using limited decision making, and one using extended decision making.What caused you to use each type of decision process?
Interview five students and determine the consumption rituals they have with respect to the following. What do you conclude?a. New Year’s Dayb. Spring breakc. Memorial Dayd. Valentine’s Daye. Mother’s Dayf. Father’s Day
Interview five students and determine instances where their mood affected their purchases. What do you conclude?
Create graduation gift, anniversary gift, and self-use ads for the following. Explain the differences across the ads:a. Trip abroadb. Gourmet coffee makerc. Magazine subscriptiond. Set of dishese. Blenderf. Watch
Copy or describe an advertisement that is clearly based on a situational appeal. Indicatea. Which situational variable is involved.b. Why the company would use this variable.c. Your evaluation of the effectiveness of this approach.
What kind of online atmosphere does each of the following have? How would you improve it?a. Toyota.comb. Harley-Davidson.comc. Nike.comd. Charities.orge. Cabelas.comf. Cheerios.com
Visit three local coffee shops. Describe how the servicescapes differ across the shops. Why do you think these differences exist?
Visit three stores selling the same product line.Describe how the atmosphere differs across the stores. Why do you think these differences exist?
Create a list of 10 to 20 use situations relevant to campus area restaurants. Then interview 10 students and have them indicate which of these situations they have encountered, and ask them to rank these situations in terms of how likely they are to occur. Discuss how a restaurant could use this
Conduct a study using a small (five or so) sample of your friends in which you attempt to isolate the situational factors that influence the type, brand, or amount of the following purchased or used.a. Health clubb. Clothingc. Movie attendanced. Volunteer worke. TV dinnersf. Car tires
Interview a salesperson for the following.Determine the role, if any, this individual feels situational variables play in his or her sales.a. Renter’s insuranceb. BMX bikesc. Fine chocolatesd. Flowers
Interview five people who have recently purchased the following. Determine the role, if any, played by situational factors.a. Cell phoneb. Jewelryc. Motorcycled. A fast-food restaurant meale. A cup of coffeef. Health insurance
Respond to the questions in Consumer Insight 13–1.
Describe the consumption rituals your family has associated with the following ritual situations:a. Family birthdaysb. Summer vacationsc. Thanksgivingd. Halloweene. Mother’s Dayf. Father’s Day g. New Year’s Eve
Describe a relatively private ritual that you or someone you know has. What, if any, consumption pattern is associated with it?
Do your shopping behavior and purchase criteria differ between purchases made for yourself and purchases made as gifts? How?
Speculate on what a matrix like the one shown in Table 13–2 would look like for the following:a. Tablet computerb. Eyewearc. Ice creamd. Shoese. Motor scooterf. Coffee
How could the store atmosphere at the following be improved?a. The main library on campusb. The bank lobby near campusc. A diner near campusd. A convenience store near campuse. The student career services office
Flowers are appropriate gifts for women for many situations but seem to be appropriate for men only when they are ill. Why is this so?How might 1-800-FLOWERS change this?
Discuss the potential importance of each type of situational influence in developing a marketing strategy to promote the purchase of (gifts to/shopping at):a. National Audubon Societyb. Subwayc. iPhoned. Coca-Cola Zeroe. 7-Elevenf. Ray-Ban eyewear
What are ritual situations? Why are they important?
What is task definition (as a situational variable)?Give an example of how it can influence the consumption process.
What is atmospherics?
What is store atmosphere?
Repeat Activity 40 using utilitarian and value-expressive appeals.
Develop two advertisements for the following with college students as the target. One ad should focus on the cognitive component and the other on the affective component.a. Timex sport watchesb. Toyota Priusc. Red Bull energy drinkd. Reducing smokinge. Increasing exercisef. Adidas athletic shoes
Use the multiattribute attitude model to assess 10 students’ attitudes toward several brands in the following product categories. Measure the students’behavior with respect to these brands. Are they consistent? Explain any inconsistencies.a. Television news programb. Sports drinksc. Healthy
Measure another student’s ideal beliefs and belief importance for the following. Examine these ideal beliefs and importance weights and then develop a verbal description (i.e., concept) of a new brand for these items that would satisfy this student’s needs. Next, measure that student’s
Describe a magazine, Internet, or television advertisement, or a package that uses the following.Evaluate the effectiveness of the ad or package.a. Aesthetic appealb. Source credibilityc. Celebrity sourced. Testimoniale. Fear appealf. Humorous appeal g. Emotional appeal h. Comparative approach i.
Identify a television commercial that uses a humorous appeal. Then interview five individuals not enrolled in your class and measure theira. Awareness of this commercialb. Recall of the brand advertisedc. Recall of relevant informationd. Liking of the commerciale. Preference for the brand
Repeat Activity 34 for utilitarian and valueexpressive appeals.
Find and copy two magazine or newspaper advertisements, one based on the affective component and the other on the cognitive component.Discuss the approach of each ad in terms of its copy and illustration and what effect it creates in terms of attitude. Also discuss why the marketer might have taken
What benefit segments do you think exist for the following?a. Crossroads Guitar Festivalb. NASCARc. Major art museumsd. Jazz concert
Name two appropriate and two inappropriate celebrity spokespersons for each of the products or causes in Question
Is it ethical to use fear appeals to increase demand for the following?a. Complexion medication among teenagersb. Dandruff-control shampoos among adultsc. Emergency response devices among elderly consumersd. Weight-loss supplements for young women
What communications characteristics would you use in an attempt to improve college students’attitudes toward the following?a. Buickb. Levisc. Volunteering at a local shelterd. Yahoo!e. MADDf. White-water rafting
Assume you wanted to improve or create favorable attitudes among college students toward the following. Would you focus primarily on the affective, cognitive, or behavioral component?Why?a. ASPCAb. BMW motorcyclesc. Organic (cage-free) eggsd. Skydivinge. Not driving after drinkingf. Using the bus
Respond to the questions in Consumer Insight 11–1.
Which version of the multiattribute attitude model and which attributes would you use to assess student attitudes toward the following? Justify your answer.a. Student health systemb. Target storec. Hybrid automobilesd. Cats as petse. Energy drinks
How can attitudes guide new-product development?
What are the two characteristics of the source of a message that influence its ability to change attitudes? Describe each.
What is the elaboration likelihood model?
What strategies can be used to change the following components of an attitude?a. Affectiveb. Behavioralc. Cognitive
What is the multiattribute attitude model?
Ask two students to describe the coping mechanisms they use when dealing with product or service failures. Identify factors that cause their coping to be beneficial (e.g., complaining to the company) rather than detrimental(e.g., negative WOM) to the firm.
Find and copy an ad with strong emotional appeals and another ad from the same product category with limited emotional appeals. Why do the companies use different appeals?a. Have 10 students rank or rate the ads in terms of their preferences and then explain their rankings or ratings.b. Have 10
Find and copy an ad that you feel communicates a strong brand personality. Describe that personality in terms of the dimensions in Figure 10–2. Describe the various techniques used in the ad (e.g., celebrity endorser, user imagery, and executional factors) and how that links to the personality
Have five students describe the personality of the following. To what extent are their descriptions similar? Why are there differences?a. Fossil watchesb. Prada sunglassesc. Toyotad. Dell computere. Cheesecake Factory restaurantf. The university bookstore
Select a product of interest and use motivation research techniques to determine the latent purchase motives for five consumers(see Appendix A and Appendix Table A–1 for details).
Find and copy or describe an ad that contains direct appeals to manifest motives and indirect appeals to latent motives.Explain how and why the ad is using each approach.
Find and copy or describe two advertisements that appeal to each level of Maslow’s hierarchy.Explain why the ads appeal to the particular levels, and speculate on why the firm decided to appeal to these levels.
Repeat Question 33 using emotions.
Repeat Question 33 using Maslow’s need hierarchy.
Develop an advertisement for one of the items in Question 21 based on relevant motives from McGuire’s set.
List all the emotions you can think of. Which ones are not explicitly mentioned in Table 10–4?Where would you place them in this table?
How would you use emotion to develop a marketing strategy for each of the following?a. Visa card useb. Skydivingc. Orthodontistd. Silk (soy milk)e. Honda Civic Hybridf. Iceland
Using Table 10–3, discuss how you would use one of the core personality source traits in developing a package design for an organic, shade-grown coffee.
How might knowledge of personality be used to develop an advertising campaign for the following?a. Rainforest Action Network (an environmental group)b. Smartphonesc. American Express travel servicesd. Ready-to-drink iced teae. J. Crew women’s shoesf. Clinique cosmetics
Respond to the questions in Consumer Insight 10–1.
Describe the manifest and latent motives that might arise in purchasing, shopping at, or giving to the following:a. Yukon hybridb. Saks Fifth Avenuec. Bose sound systemd. A kittene. Mercedes-Benz convertiblef. iPhone
Describe how motivational conflict might arise in purchasing, patronizing, or giving to the following:a. Greenpeaceb. Chevy Voltc. Walmartd. Red Bull energy drinke. Taco Bell restaurantf. ADT home security system
Which of McGuire’s motives would be useful in developing a promotional campaign for the following? Why?a. Cadillac CTSb. Supercuts (hair salon chain)c. Nokia Android smartphonesd. Just for Men hair coloringe. Twitterf. Habitat for Humanity
How could Maslow’s motive hierarchy be used to develop marketing strategy for the following?a. American Bird Conservancyb. Redken shampooc. Purell hand sanitizerd. Chipotle Mexican Grille. BlackBerryf. Crest Whitestrips
What physiological changes accompany emotional arousal?
What is consumer ethnocentrism, and why is it important to global marketers?
What is personality?
What is the relationship between involvement and motivation?
What is a motive?
Find a recent brand extension that you feel will be successful and one that you feel will fail. Explain each of your choices.
Develop a campaign to reduce the risk of STDs(sexually transmitted diseases) for students on your campus by teaching them the value ofa. Abstinence from sex outside of marriageb. Safe sex
Select a product, store, or service of relevance to students on your campus. Using a sample of students, measure its brand image. Develop a marketing strategy to improve its image.
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