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business
consumer behaviour
Consumer Behavior Buying Having And Being 12th Global Edition Michael R. Solomon - Solutions
12-17 What is meant by the term “calculated consumption”?
12-18 What is a current example of parody display?
12-19 Describe what we mean by the term mass class and summarize what causes this phenomenon.
12-20 Consumer confidence is an indicator of the level of optimism that consumers have about the performance of their country’s economy. How might consumer confidence affect the decisions of marketers and brand owners?
12-21 What are some of the obstacles to measuring social class in today’s society? Discuss some ways to get around these obstacles.
12-22 Some countries have similar stratified social classes to the United States and Western Europe, but many do not.Is it possible to apply social stratification to all societies?
12-23 Read the brief review of the social classes in China, Japan, Middle East, the United Kingdom, or India provided in the chapter. Suggest a new product or service suitable for the market.
12-24 In today’s economy, it’s become somewhat vulgar to flaunt your money—if you have any left. Do you think this means that status symbols like luxury products are passé? Why or why not?
12-25 Basil Bernstein (1924–2000) was the first to contrast restricted and elaborated codes. How would you apply this to a key target market in your country?
12-28 Compile a list of occupations and ask a sample of students in a variety of majors (both business and nonbusiness)to rank the prestige of these jobs. Can you detect any differences in these rankings as a function of students’majors?
12-29 Conspicuous consumption is a sign of class and position in some societies. Is this important in your own country?Which brands are particularly prized, and why is this the case?
13-1 Consumer identity derives from “we” as well as “I.”
13-2 Our memberships in ethnic, racial, and religious subcultures often guide our consumption choices.
13-3 Marketers increasingly use religious and spiritual themes to talk to consumers.
13-4 Our traditional notions about families are outdated.
13-5 We have many things in common with others because they are about the same age.
13-6 Teens are an important age segment for marketers.
13-7 Baby Boomers are the most economically powerful age segment.
13-8 Seniors are a more important market segment than many marketers realize.
13-9 Birds of a feather flock together in place-based subcultures.
13-1 What is a subculture?
13-2 One important subcultural difference is how abstract or literal the group is. What are the distinctions between the two?
13-3 How do marketers promote products and services to ethnic subcultures?
13-4 What is deethnicization? Give an example.
13-5 Why are Hispanic American consumers attractive to marketers?
13-6 What is acculturation? How does it differ from enculturation?
13-7 Who are acculturation agents? Give two examples.
13-8 Describe the processes involved when a person assimilates into a new host culture.
13-9 Why might a marketer be interested in the second largest ethnic group in a market? Is this group difficult for marketers to reach?
13-10 Is it true that religious, cultural, or traditional events impact consumption?
13-11 What is a nuclear family, and how is it different from an extended family?
13-12 What are boomerang kids?
13-13 What is the FLC, and why is it important to marketers?
13-14 Can children be considered “consumers-in-waiting”?
13-15 How important is the global youth market? Suggest products and services they would want to use.
13-16 What are the rules of engagement for young consumers?
13-17 What is geodemography? Is it straightforward to apply it to any market or country?
13-18 Geodemographic techniques assume that people who live in the same neighborhood have other things in common as well. Why do they make this assumption, and how accurate is it?
13-19 Should members of a religious group adapt marketing techniques that manufacturers customarily use to increase market share for their secular products? Why or why not?
13-20 The United Kingdom is one of the many countries that do not overtly ban advertising that is likely to cause offense to certain religious groups. Extreme cases would not be authorized for broadcast or print and could well be subject to criminal proceedings. Instead, the United Kingdom’s
13-21 Describe the progressive learning model and discuss why this perspective is important when we market to subcultures.
13-22 Discuss the pros and cons of the voluntarily childless movement.
13-23 When they identify and target newly divorced couples, do you think marketers exploit these couples’ situations?Are there instances in which you think marketers may actually be helpful to them? Support your answers with examples.
13-24 The Cornetto ice cream brand in Malaysia was losing market share to local brands. The traditional Cornetto image was seen as too old-fashioned and not edgy enough. Internationally, Cornetto’s advertising message revolved around love, but in Malaysia they merged love with a four-part story
13-25 Religious symbolism appears in advertising, even though some people object to this practice. For example, a French Volkswagen ad for the relaunch of the Golf showed a modern version of The Last Supper with the tagline, “Let us rejoice, my friends, for a new Golf has been born.”105 A group
13-26 The human race has been on the move for countless generations. The process of acculturalization describes the process of adapting to or adopting traits from another culture. Populations can even shift from one continent to a new one. Is the process more difficult for these people compared to
13-27 The chapter discussed the dramatic changes in family structure today. The reality is that many other types of families continue to grow rapidly as well. Indeed, some experts argue that as traditional family living arrangements wane, we place even greater emphasis on siblings, close friends,
13-28 This chapter describes members of Gen Y as much more traditional and team oriented than their older brothers and sisters. Do you agree?
13-29 Many parents worry about the time their kids spend online, but this activity may actually be good for them. A study by the MacArthur Foundation claims that surfers gain valuable skills to prepare them for the future. The study also finds that concerns about online predators are overblown;
13-30 What are some of the positives and negatives of targeting college students? Identify some specific marketing strategies you feel have either been successful or unsuccessful. What characteristics distinguish the successes from the failures?
13-31 Is it practical to assume that people age 55 and older constitute one large consumer market? How can marketers segment this age subculture? What are some important variables to keep in mind when we tailor marketing messages to this age group?
13-32 Locate current examples of marketing stimuli that depend on an ethnic or religious stereotype to communicate a message. How effective are these appeals?
13-34 Observe the interactions between parents and children in the cereal section of a local grocery store (remember to take earplugs with you). Prepare a report on the number of children who expressed preferences, how they expressed their preferences, and how parents responded, including the
13-35 Select a product category and, using the life-cycle stages this chapter describes, list the variables likely to affect a purchase decision for the product by consumers in each stage of the cycle.
13-36 Consider three important changes in the modern family structure. For each, find an example of a marketer who seems to be conscious of this change in its product communications, retailing innovations, or other aspects of the marketing mix. If possible, also try to find examples of marketers
13-38 Authenticity and evolution are the two key words when a brand is tackling the notoriously fickle teen market.111 A teen chooses to eat, sleep, and breathe a particular lifestyle for a brief time, and the brand needs to connect with this in an authentic way. A teen can always spot a fake brand
13-39 Locate one or more consumers (perhaps family members)who have emigrated from another country. Interview them about how they adapted to their host culture.In particular, what changes did they make in their consumption practices over time?
13-40 Find good and bad examples of advertising that targets older consumers. To what degree does advertising stereotype the elderly? What elements of ads or other promotions appear to determine their effectiveness in reaching and persuading this group?
13-41 Interview some retired people. How are they reconstructing their identities? What opportunities do their desires present for marketers?
13-42 Some industry experts feel that it’s acceptable to appropriate symbols from another culture even if the buyer does not know their original meaning. They argue that even in the host society there is often disagreement about these meanings. What do you think?
13-43 What advice would you give to a marketer who wants to appeal to Gen Y?What are major do’s and don’ts? Can you provide some examples of specific marketing attempts that work or don’t work?
CS 13-1 Some criticize the actions of companies that try to align themselves with the values and views of subcultures as simply moves to make more money rather than attempting to make a social statement. What is your evaluation of this criticism?
CS 13-2 Is there a point at which a subculture becomes so“mainstream” that unique marketing approaches are no longer appropriate or necessary? Discuss.
14-1 A culture is a society’s personality.
14-2 We distinguish between high culture and low culture.
14-3 Myths are stories that express a culture’s values, and in modern times marketing messages convey these values to members of the culture.
14-4 Many of our consumption activities—including holiday observances, grooming, and gift-giving—relate to rituals.
14-5 We describe products as either sacred or profane, and it’s not unusual for some products to move back and forth between the two categories.
14-6 New products, services, and ideas spread through a population over time. Different types of people are more or less likely to adopt them during this diffusion process.
14-7 Many people and organizations play a role in the fashion system that creates and communicates symbolic meanings to consumers.
14-8 Fashions follow cycles and reflect cultural dynamics.
14-9 Western (and particularly U.S.) culture has a huge impact around the world, although people in other countries don’t necessarily ascribe the same meanings to products as we do.
14-10 Products that succeed in one culture may fail in another if marketers fail to understand the differences among consumers in each place.
14-1 What is culture? List three dimensions that social scientists use to describe a culture and give an example of each.
14-2 A myth is a special kind of story. What makes it special?What is an example of a modern myth?
14-3 How might a consumer behave if they exhibited signs of conditioned superstition?
14-4 What is a ritual? Describe three kinds of rituals and provide an example of each.
14-5 List the three stages of a rite of passage ritual.
14-6 What is the difference between sacred and profane consumption?Provide one example of each.
14-7 How is a collection sacred? What is the difference between collecting and hoarding?
14-8 What is collective selection? Give an example.
14-9 Describe a culture production system and list its three components.
14-10 Define a cultural gatekeeper, and give three examples.
14-11 Describe the difference between arts and crafts.
14-12 What is a cultural formula? Give an example.
14-13 What are the two factors that underpin the technology acceptance model?
14-14 What are the differences among fashion, a fashion, and in fashion?
14-15 Summarize some of the major approaches we can use to understand fashion from the perspectives of psychologists, economists, and sociologists.
14-16 What is an example of a meme?
14-17 What is the trickle-down effect? List some reasons why this theory is no longer as valid as it used to be.
14-18 What is the difference between a fad, a fashion, and a classic fashion life cycle?
14-19 Is it possible for a commercial building or attraction to attain a status that borders on the sacred? Give an example from your own country or region.
14-20 Illustrate the concepts of separation, liminality, and aggregation in relation to your own specific culture. Are the concepts readily applicable?
14-21 Some products can be classified as being either sacred or profane. It is not usual for some products to move back and forth between the two categories. Why?
14-22 How could packaging design be used to suggest the binary opposition of natural and processed foods?
14-23 There is a tradition, particularly in subcultures, of having to go through some kind of entry rite at some point of time. Identify an example from your own country to illustrate this process.
14-24 Religious festivals and ceremonies are not immune to marketing. Many have become another opportunity for businesses to make sales. To what extent is this true?Give reasons for your answer.
14-25 Bridal registries specify clearly the gifts that the couple wants. How do you feel about this practice?Should people actually specify what you should buy for them, or should a gift be a more personal expression from you?
14-26 When a couple marry, the choice of gift is commonly either chosen from a wedding list or is a sum of money, often determined by culture. How does this work in your country?
14-27 Movie companies often conduct market research when they produce big-budget films. If necessary, they will reshoot part of a movie when viewers say they don’t like it. Some people oppose this practice: They claim that movies, like books, songs, plays, and other artistic endeavors, should not
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