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business
consumer behaviour
Consumer Behavior Buying Having And Being 12th Global Edition Michael R. Solomon - Solutions
What is the consumer advocacy paradigm? How could a company use this paradigm?
What future trends are likely to shape the way consumers use the web to shop?
Visit a well-designed website, like amazon.com. How does the site make searching for information easy?What type of recommendation agent does the site use?
On a blank sheet of paper, draw a well-designed home web page that would make navigation easy for consumers.
Discuss your most favorite and least favorite web shopping experiences. What were the key factors that lead to these experiences?
Use a search engine to find information for a product that you have never shopped for and that you know little about. Although you know little about this product, could you use the web to learn a lot relatively quickly?
Imagine that you are a manager at FoodNetwork.com and you’ve been asked to analyze your company’s website. What are the most positive features of FoodNetwork.com’s website?Deanna Brown, President of Scripps Networks Interactive, says, “Being in tune with the consumer palette allows us to
How could you improve FoodNetwork.com’s website?Deanna Brown, President of Scripps Networks Interactive, says, “Being in tune with the consumer palette allows us to think smartly about what people are thinking about on a day-to-day, week-to-week basis.” FoodNetwork.com has grown to 11.3
Besides Walmart, what other new clients would you pursue and why?Deanna Brown, President of Scripps Networks Interactive, says, “Being in tune with the consumer palette allows us to think smartly about what people are thinking about on a day-to-day, week-to-week basis.” FoodNetwork.com has
Does FoodNetwork.com do a good job of serving as an advocate of consumers?How could consumer advocacy be improved at FoodNetwork.com?Deanna Brown, President of Scripps Networks Interactive, says, “Being in tune with the consumer palette allows us to think smartly about what people are thinking
Develop new brand entry strategies and decrease new brand adoption rates.
Develop appropriate brand strategies for each stage of the product life cycle and develop marketing strategies for extending the product life cycle.
Develop a strong brand name.
Develop appropriate marketing strategies for strong brands and weaker brands.
Develop consumer acquisition and retention strategies for a new brand.
Name and describe the four basic entry strategies that can influence the diffusion curve.
What type of entry strategy should be used to promote HDTV?
Think of a brand to which you are loyal.What experiences led to your brand loyalty in this case?
How can marketers extend the product life cycle of a worn-out product?
How does the Young & Rubicam Brand Asset Valuator help marketers?
What factors increase the likelihood of brand cannibalization?
How should marketers of a leading brand of coffee try to maintain their leadership position?
How should marketers of an underdog brand of furniture try to gain a stronger position in the marketplace?
What strategies should marketers use to acquire new customers?
What strategies should marketers use to retain old customers?
Create a category advertisement, a price advertisement, and a differentiating advertisement.
Use the Young & Rubicam Brand Asset Valuator to evaluate the brand equity of Starbucks coffee.
Think of brand extensions that should be considered by KFC (fast-food restaurants), Panasonic(electronics), and Saturn (automobiles).
Think of strategies to increase ambiguity in the marketplace to help Disney retain its leadership position.
What are the dangers of changing the brand name of an already successful brand?One of the authors (FRK) had the pleasure of meeting Les Behrens, the owner of Behrens and Hitchcock, in 2008. Previously, Les Behrens had owned a restaurant, and Bob Hitchcock was an accountant.Both gave up these
What strategies can be taken to try to minimize these dangers?One of the authors (FRK) had the pleasure of meeting Les Behrens, the owner of Behrens and Hitchcock, in 2008. Previously, Les Behrens had owned a restaurant, and Bob Hitchcock was an accountant.Both gave up these relatively secure jobs
What marketing strategies would you recommend to Mr. Behrens for acquiring new customers?One of the authors (FRK) had the pleasure of meeting Les Behrens, the owner of Behrens and Hitchcock, in 2008. Previously, Les Behrens had owned a restaurant, and Bob Hitchcock was an accountant.Both gave up
What marketing strategies would you recommend to Mr. Behrens for retaining old customers?One of the authors (FRK) had the pleasure of meeting Les Behrens, the owner of Behrens and Hitchcock, in 2008. Previously, Les Behrens had owned a restaurant, and Bob Hitchcock was an accountant.Both gave up
Think about what consumers want from online travel services providers. Develop five criteria that you think are key to satisfying customers. Compare and contrast Travelocity.com and two other online travel providers along the criteria you developed. Is Travelocity.com on the right
How could Travelocity.com take advantage the social influence heuristics discussed in Chapter 13 of the textbook? Develop a new promotional effort that leverages a social influence heuristic for Travelocity.com.Travelocity.com is the pioneer brand in the Internet travel business. This video case
In the video case, Travelocity.com executives discussed the importance of co-branding with companies like Amazon.com and American Express. Develop a “piggyback” campaign for Travelocity.com that would reach you as a potential customer.Travelocity.com is the pioneer brand in the Internet travel
1-1 Consumer behavior is a process.
1-2 Marketers have to understand the wants and needs of different consumer segments.
1-3 Our choices as consumers relate in powerful ways to the rest of our lives.
1-4 Our motivations to consume are complex and varied.
1-5 Technology and culture create a new “always-on”consumer.
1-6 Many different types of specialists study consumer behavior.
1-7 There are differing perspectives regarding how and what we should understand about consumer behavior.
1-1 Provide a definition of consumer behavior.
1-2 What are demographics? Give three examples of demographic characteristics.
1-3 What are consumption communities? Give three examples of consumption communities.
1-4 What is role theory, and how does it help us to understand consumer behavior?
1-5 How would you define a consumer?
1-6 Why do some marketers believe in the concept of relationship marketing?
1-7 How practical and useful is database marketing for most businesses?
1-8 Identify the three stages of the consumption process.
1-9 Have traditional patterns of consumption been radically changed by globalization?
1-10 How could interdisciplinary research in consumer behavior explain the profile of a national newspaper or television news channel?
1-11 Name two different disciplines that study consumer behavior.How would their approaches to the same issue differ?
1-12 This chapter states “people often buy products not for what they do but for what they mean.” Explain the meaning of this statement and provide an example.
1-13 What are the major differences between the positivist and interpretivist paradigms in consumer research?
1-16 Individuals can have different relationships with brands and products. It is suggested that an individual can have a self-concept attachment, a nostalgic attachment, interdependence, or love. Choose 8 to 10 brands or products that you use and comment on whether you feel any of these
1-17 The chapter discussed a study that compared and contrasted people who lead “happy” lives versus those with“meaningful” lives. How does this distinction relate to the way you decide to spend your time and money? How does it relate to consumer behavior more generally? 46
1-18 Businesses using social media to appear relevant and present in the lives of their consumers have seen some tremendous successes. Some, however, have exposed themselves to threats they could not have anticipated and have suffered huge losses in consumer perception.Yet, it seems that businesses
CS 1-1 What are the most likely consumer market segments for robots? Which consumer characteristics would be important to determine these market segments? What types of roles do you envision robots playing for these consumers?
CS 1-2 Reflect on the value of FRT as a marketing tool. Give one example that illustrates how this technology can be most effectively used by marketers.
CS 1-3 Discuss the “creepiness” concerns that some consumers have about robots and FRT. How can marketers address or even overcome these issues?
2-1 Ethical business is good business.
2-2 Marketers have an obligation to provide safe and functional products as part of their business activities.
2-3 Consumer behavior impacts directly on major public policy issues that confront our society.
2-4 Consumer behavior can be harmful to individuals and to society.
2-1 What are business ethics, and why is this an important topic?
2-2 The economics of information perspective argues that advertising is important. Why?
2-3 What are the main features of consumerspace? Does it actually work as a methodology?
2-4 Why should companies encourage consumers to complain?How can this benefit the business?
2-5 What is greenwashing? Is it ethical? Are consumers likely to be convinced?
2-6 In what ways is corporate social responsibility different from social marketing?
2-8 What is LOHAS, and how is it significant to marketers?
2-9 According to Viktoria de Chevron Villette, Co-Founder of the Millennial 20/20 Summit, which bills itself as the world’s first gathering of brands, businesses, and industry leaders who target the Millennial generation, cause marketing offers enormous opportunities to corporations.121 How do
2-12 The chapter discusses the practice of serial wardrobing, where people return an outfit after they wear it for a special occasion such as a formal. What do you think of this practice? Is it OK to use an expensive product once and then get your money back?
2-13 “College students’ concerns about the environment and vegetarianism are simply a passing fad; a way to look‘cool.’” Do you agree?
2-14 Across Europe, lawyers estimate that around 10 million consumers are entitled to U.S. $5 billion in compensation from airline companies. The compensation claim is for when their flights have either been delayed or cancelled, unless this was due to extraordinary circumstances out of the
2-16 The Creative Bloq Web site (www.creativebloq.com/)featured a collection of the most controversial ad campaigns of 2013. All of them attracted a lot of criticism. The 10 chosen advertisements appeared across the world and were designed by a number of different agencies. What is your take on
2.19 A corporation that does something to ostensibly curb climate change is not only doing the right thing environmentally, but this is also a great marketing tool. In late 2015, many of the corporate sponsors of the Paris climate summit came under attack from a range of environmental groups for
2.20 According to a recent survey by the US National Retail Federation, shoplifting is the biggest and most rapidly growing cause of inventory shrinkage. Their survey suggested that 38 percent of loses can be attributed to shoplifting. This is closely followed by employee or internal theft at 34.5
CS 2-1 Discuss TOMS’s ethical foundation and its approach to social marketing and corporate social responsibility.Would TOMS have succeeded without its One for One business model?
CS 2-2 Given the increasing trend toward ethical consumerism or conscientious consumption, discuss how consumers evaluate TOMS’s ethical supply chain and charitable causes as part of their decision making.
CS 2-3 Considering the viewpoints of the critics regarding TOMS’s charity model, discuss its pros and cons. What type of sustainable charitable causes can TOMS pursue in the future that will attract more customers to its social marketing efforts?
3-1 The design of a product often is a key driver of its success or failure.
3-2 Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don’t notice most of them.
3-3 Perception is a three-stage process that translates raw stimuli into meaning.
3-4 Subliminal advertising is a controversial—but largely ineffective—way to talk to consumers.
3-5 We interpret the stimuli to which we do pay attention according to learned patterns and expectations.
3-6 The field of semiotics helps us to understand how marketers use symbols to create meaning.
3-1 Define hedonic consumption and provide an example.
3-2 How does the sense of touch influence consumers’ reactions to products?
3-3 Identify and describe the three stages of perception.
3-4 Why is Weber’s Law a challenge for green marketers?
3-5 Does subliminal perception work? Why or why not?
3-6 Compare and contrast perceptual vigilance and perceptual defense.
3-7 “The whole is greater than the sum of its parts.” Explain this statement.
3-8 How do you identify a product’s object, sign (or symbol), and interpretant?
3-10 How does semiotics help marketers understand consumer behavior?
3-11 Subliminal advertising is not illegal in the United States, but it is in the United Kingdom and Australia. Should it be made illegal globally considering there is no proof it actually works?
3-12 The slogan for the movie Godzilla was “Size does matter.”Should this be the slogan for the United States as well?Many marketers seem to believe so. The average serving size for a fountain drink has gone from 12 ounces to 20 ounces. An industry consultant explains that the 32-ounce Big Gulp
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