Consumer Behavior 12th Edition Leon Schiffman - Solutions

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Select a product that you feel has a good product position and one that has a weak position. Justify your selection. Describe an ad or package for each product and indicate how it affects the product’s position.
Visit a grocery store and examine product packages or point-of-purchase information that could serve as retrieval cues for a brand’s ongoing advertising campaign. Write a brief report of your findings and describe the nature and effectiveness of the retrieval cues utilized. Could they have been
Find two advertisements for competing brands that you feel do a good job of avoiding competitive advertising interference and two that you think do not. Justify your selection.
Select a product and develop an advertisement based on low-involvement learning and one on high-involvement learning. When should each be used (be specific)?
Find and describe three advertisements that you believe are based on low-involvement learning and three that are based on high-involvement learning.Justify your selection.
Find and describe three advertisements, one based on cognitive learning, another based on operant conditioning, and the third based on classical conditioning. Discuss the nature of each advertisement and how it utilizes that type of learning.
Pick a consumer convenience product, perhaps a personal care product such as suntan lotion or toothpaste, and create advertising copy stressing(a) a positive reinforcement, (b) a negative reinforcement, and (c) a punishment.
Answer Question 34 based on interviews with five individuals from each group.
Fulfill the requirements of Question 33 by interviewing three male and three female students.
Respond to the questions in Consumer Insight 9–2.
Evaluate Illustrations 9–1 through 9–5 in light of their apparent objectives and target market.
Respond to the questions in Consumer Insight 9–1.
What role does dual coding play in the learning process?
Describe the brand images the following brands have among students on your campus.a. Samsung Galaxy smartphoneb. Your student governmentc. Coke Zerod. Toyota Prius Hybride. The United Wayf. Chevy Volt
Describe analogical reasoning.
What is meant by learning by analytical reasoning?
What is semantic memory?
What is meant by imagery in working memory?
What is meant by elaborative activities?
What is maintenance rehearsal?
Define short-term memory and long-term memory.
What is memory?
What is learning?
Develop an ad but omit information about some key product attributes. Show the ad to five students. After they have looked at the ad, give them a questionnaire that asks about the attributes featured in the ad and about the missing attributes. If they provide answers concerning the missing
Find and copy or describe an ad or other marketing message that you think makes unethical use of the perceptual process.Justify your selection.
Go to a health food or alternative medicines store or section of a store. Find three products that make health claims. Evaluate the likely effectiveness of any disclaimers that they contain.
Interview three students about how they respond to banner ads and the extent to which they attend to various commercial messages on the Internet.
Interview three students with a DVR about their behavior during television breaks when watching prerecorded programming. Do they watch any ads?Why? What do you conclude?
Find and describe a logo that you feel is particularly appropriate and one that you feel is not very appropriate. Explain your reasoning.
Find two brand names that you feel are particularly appropriate and two that you feel are not very appropriate. Explain your reasoning for each name.
Complete Question 35 and test your logos on a sample of students. Justify your testing procedure and report your results.
Complete Question 34 and test your names on a sample of students. Justify your testing procedure and report your results.
Repeat Question 39, but this time look for advertisements using individual factors.
Find and copy or describe examples of advertisements that specifically use stimulus factors to attract attention. Look for examples of each of the various factors discussed earlier in the chapter and try to find their use in a variety of promotions.For each example, evaluate the effectiveness of
Find an ad that you feel might mislead consumers through a claim-belief discrepancy. What inference processes are you assuming?
Develop a logo for (a) a voice-activated wireless speaker, (b) a sports apparel store, (c) an Internet grocery shopping service, (d) a mobile app, or(e) a pet-walking service. Justify your design.
Develop a brand name for (a) a voice-activated wireless speaker, (b) a sports apparel store, (c) an Internet grocery shopping service, (d) a mobile app, or (e) a pet-walking service. Justify your name.
Pick three brand names that utilize a morphemic approach and three that utilize a phonemic approach.Are the morphemes and phonemes consistent with the overall positioning of these brands?
Hershey created a line of upscale chocolates called“Cacao Reserve by Hershey’s.” The company created fancy packaging, priced the product at the high end, and did little mass marketing for its new product. Initial sales were disappointingly slow even though the premium chocolate market is
Respond to the questions in Consumer Insight 8–1.
How could a marketing manager for the following use the material in this chapter to guide the development of a national advertising campaign (choose one)? To assist local retailers or organizations in developing their promotional activities? Would the usefulness of this material be limited to
What ethical concerns arise in applying knowledge of the perceptual process?
What is figure–ground?
What is a cross-promotion retail strategy? Provide two examples.
What is co-branding? Is it effective?
How does a knowledge of information processing assist the manager in the following?a. Formulating retail strategyb. Developing brand names and logosc. Formulating media strategyd. Designing advertisementse. Designing packages and labels
What is meant by interpretation?
What is meant by hemispheric lateralization?
What is meant by nonfocused attention?
What impact does program involvement have on the attention paid to commercials embedded in the program?
What is adaptation level theory?
Follow a brand on Twitter for a week. What types of marketing strategies are they engaged in and how are they utilizing Twitter to facilitate brand awareness and solve customer problems.
Interview two salespersons for the following products. Determine the role that opinion leaders play in the purchase of their product and how they adjust their sales process in light of these influences.a. Smartphonesb. Golf equipmentc. Computersd. Arte. Jewelryf. Sunglasses
Identify and interview several opinion leaders on your campus for the following. To what extent do they match the profile of an opinion leader as described in the text?a. Local restaurantsb. Sports equipmentc. Musicd. Computer equipment
Interview an individual who is involved in a brand community. Describe the role the firm plays in maintaining the community, the benefits the person gets from the community, and how it affects his or her consumption behavior.
Interview two individuals who are strongly involved in a consumption subculture. Determine how it affects their consumption patterns and what actions marketers take toward them.
Develop an advertisement for (i) teeth whitening strips,(ii) an energy drink, (iii) an upscale club, (iv) Red Cross,(v) scooters, or (vi) vitamins using the following:a. An informational reference group influenceb. A normative reference group influencec. An identification reference group influence
Find two advertisements that use reference groups in an attempt to gain patronage. Describe the advertisement, the type of reference group being used, and the type of influence being used.
Analyze the Roomba (robotic vacuum cleaner) in terms of the determinants in Table 7–3 and suggest appropriate marketing strategies.
Have you used Twitter recently? Why? How did it work? What marketing implications does this suggest?
Are you aware of market mavens on your campus?Describe their characteristics, behaviors, and motivation.
Describe two situations in which you have served as or sought information from an opinion leader.Are these situations consistent with the discussion in the text?
Answer the following questions for (i) Dyson bladeless fan, (ii) space flight, (iii) cell phone–based GPS.a. Is the product an innovation? Justify your answer.b. Using the student body on your campus as a market segment, evaluate the perceived attributes of the product.c. Who on your campus would
Do you belong to an online community or social network site? If so, describe the benefits you derive from this group and how it affects your consumption.
Do you belong to a brand community? If so, describe the benefits you derive from this group and how it affects your consumption.
Describe two groups that serve as aspiration reference groups for you. In what ways, if any, have they influenced your consumption patterns?
Respond to the questions in Consumer Insight 7–2.
What are the norms of the social groups of which you are a member concerning the product or activity?
What reference groups would be relevant to the decision to purchase the product or activity(based on students on your campus)?
How important are reference groups to the purchase of the above-mentioned products or activities? Would their influence also affect the brand or model? Would their influence be informational, normative, or identification?Justify your answers.
Using college students as the market segment, describe the most relevant reference group(s)and indicate the probable degree of influence on decisions for each of the following:a. Brand of toothpasteb. Purchase of an electric carc. Purchase of breakfast cereald. Becoming a vegetariane. Choice of a
Respond to the questions in Consumer Insight 7–1.
What are adopter categories? Describe each of the adopter categories.
What are the various categories of innovations?How do they differ?
What is an innovation? Who determines whether a given product is an innovation?
Compare and contrast Twitter and Snapchat.
What determines the likelihood that a consumer will seek information from an opinion leader?
What is the Asch phenomenon and how do marketers utilize it?
What types of group influence exist? Why must a marketing manager be aware of these separate types of group influence?
What is a consumption-based group or a consumption subculture? How can marketers develop strategy based on consumption subcultures?
What criteria are used by marketers to classify groups?
Interview two students from other regions of the United States and determine the behavior and attitudinal differences they have noticed between their home and your present location. Try to determine the causes of these differences.
Interview three members of the following religious subcultures and determine the extent to which their consumption patterns are influenced by their religion.a. Catholicsb. Protestantsc. Born-again Christiansd. Jewse. Muslimsf. Buddhists
Interview three members of the following subcultures and ascertain the extent to which they identify with the core American culture, their ethnic subculture within America, or their nationality subculture. Also determine the extent to which they feel others of their ethnic/race group feel as they
Interview three members of the following subcultures and ascertain their opinions of how their ethnic or nationality group is portrayed on network television shows and in national ads.a. African Americansb. Asian Americansc. Hispanicsd. Arab Americanse. Asian Indian Americansf. Native Americans
Examine several magazines or newspapers aimed at a non-European ethnic or nationality group. What types of products are advertised? Why?
Pick a product of interest and examine the Simmons Market Research Bureau or MediaMark studies on the product in your library (these are often in the journalism library on CD-ROM).Determine the extent to which its consumption varies by ethnic group and region. Does consumption also vary by age,
Watch two hours of prime-time major network(ABC, CBS, FOX, or NBC) television. What subculture groups are portrayed in the programs?Describe how they are portrayed. Do these portrayals match the descriptions in this text? How would you explain the differences? Repeat these tasks for the ads shown
Describe how each of the following firms’ product managers should approach the (i) Catholic,(ii) Protestant, (iii) born-again Christian,(iv) Jewish, (v) Muslim, and (vi) Buddhist subcultures.a. Red Bullb. Wendy’sc. The NBAd. Maxim magazinee. The United Wayf. Dell laptops g. Facebook h. Estée
Describe how each of the following firms’ product managers should approach (i) the African American, (ii) the Hispanic, (iii) the Asian American, (iv) the Asian Indian American,(v) the Arab American, or (vi) the Native American markets.a. Pepsib. Targetc. NBAd. Sports Illustrated magazinee. The
Respond to the questions in Consumer Insight 5–1.
Do you agree with the following statement regarding ethnicity made at one point in time by a Miller Brewing representative? For what types of products is this view most correct? Least correct?We used to have an ethnic marketing department up until several years ago. . . .[But now we believe] the
To what extent do Asian Americans use their native language?
How homogeneous are Asian Americans?
To what extent is the Spanish language used by American Hispanics? How do language and acculturation affect Internet use among Hispanics?
Are the various ethnic subcultures homogeneous or heterogeneous?
What regions are the major sources of America’s immigrants?
What is an ethnic subculture?
How can marketers of the following products use the material presented in this chapter to develop promotional campaigns designed to increase market share among African American, Hispanic American, and Asian American consumers? The products are: (a) smartphones, (b) ready-to-eat cereals, and(c)
In view of the anticipated growth of the over-50 market, a leading cosmetics company is reevaluating its marketing strategy for its best-selling moisturizing face cream for women. Should the company market the product to younger (under age 50) as well as older women? Would it be wiser to develop a

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Consumer Behavior 12th Edition Leon Schiffman - Solutions

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