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consumer behaviour
Consumer Behavior 9th Edition Michael R Solomon - Solutions
Wireless devices have quickly become an indispensable part of many consumers lifestyles. How do you view this rapid transition to a situation where many of us are lost without our CrackBerrys or iPhones? What impact on other lifestyle activities do you predict as a result? L01
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? L01
What consumption constellation might characterize you and your friends today? L01
Alcohol drinkers vary sharply in terms of the number of drinks they may consume, from those who occasionally have one at a cocktail party to regular imbibers. Explain how the 80/20 rule applies to this product category? L01
What is VALS2 , and how do marketers use it? L01
What are three specific kinds of AIOs? L01
Define psychographics, and describe three ways marketers can use it. L01
What is the basic philosophy behind a lifestyle marketing strategy? L01
How does lifestyle differ from income? L01
Define a brand personality and give two examples. L01
List three problems when we apply trait theory to marketing contexts. L01
Contrast idiocentrics and allocentrics. L01
Describe three personality traits relevant to marketers. L01
What is motivational research? Give an example of a marketing study that used this approach. L01
Describe the id, ego, and superego and tell how they work together according to Freudian theory. L01
Why is identifying patterns of consumption superior to knowledge of individual purchases when a marketer crafts a lifestyle marketing strategy? L01
Why do psychographics go beyond simple demographics to help marketers understand and reach different consumer segments? L01
Why are consumers lifestyles key to many marketing strategies? L01
Why does a consumers personality influence the way he responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results? L01
How do you predict the films success will influence the popularity of Bollywood productions will it spark a fad or a fashion? L01
What does it mean that critics of the film are concerned about Indias underlying cultural category ? L01
Can you give specific examples of how Slumdog Millionaire is part of the culture production system?Specifically, what are the three major subsystems, and who are the cultural gatekeepers in this context? L01
hours of TV and keep a log of all product placements you see. What are the dominant products shows insert? L01
Read several romance or action novels to see if you can identify a cultural formula at work. Do you see parallels among the roles different characters play (e.g., the hero, the evildoer, the temptress, etc.)? L01
How might the rise of peer-to-peer music sharing influence the structure of the music CPS? One guess is that this method erodes the dominance of the big labels because listeners are more likely to access music from lesser-known groups. Survey your friends to determine whether this in fact is
If you were a consultant to a toy company, what would you forecast as the next big trend in this market? Survey toy stores and watch what kids play with to help you with your prediction. L01
The chapter mentions the Hush Puppy shoe fad.Clearly, it s a matter of time before consumers tire of these shoes and move on. What can the company do to prolong the life of this brand? L01
Many consumers around the world seem willing to suffer for the sake of fashion.Others argue that we are merely pawns in the hands of designers, who conspire to force unwieldy fashions down our throats. What do you think? What is and what should be the role of fashion in our society? How important
Boots with 6-inch heels were a fashion rage among young Japanese women a few years ago. Several teens died after they tripped over their shoes and fractured their skulls. However, followers of the style claim they are willing to risk twisted ankles, broken bones, bruised faces, and other dangers
If you worked in marketing research for a cosmetics firm, how might you apply the lead user concept to help you identify new product opportunities? L01
Critics of the cultural consequences of standardization often point to Starbucks as an example of a company that succeeds because it obliterates local customs and drives small competitors out of business.152 Where do you stand on patronizing mom-and-pop stores versus national chains? L01
Comment on the growing practice of reality engineering. Do marketers own our culture? Should they? L01
Because of higher competition and market saturation, marketers in industrialized countries try to develop Third World markets. Asian consumers alone spend$90 billion a year on cigarettes, and U.S. tobacco manufacturers push relentlessly into these markets. We find cigarette advertising, that often
The chapter describes the traditional acceptance cycle for hit songs. How has the availability of music online altered this cycle? What are the ramifications of these changes for the music acceptance cycle? L01
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 dont like it. Some people oppose this practice they claim that movies, or books, songs, plays, or other artistic endeavors should not conform to
Is advertising an art or a craft? Which should it be? L01
The chapter described a few instances where consumers sold their kids naming rights to corporations mostly for charitable purposes. Would you do this why or why not? L01
Watchdog groups have long decried product placements because they blur the line between content and advertising without adequately informing viewers. And the networks themselves appear to be divided on how far they want to open the gate. According to one study, the effectiveness of product
Define creolization and provide an example. L01
What country provides an example of a transitional economy? L01
Why is the United States a net exporter of popular culture? L01
What is the difference between an emic and an etic perspective on globalization? L01
What is the difference between a fad, a fashion, and a classic fashion life cycle? L01
What is the trickle-down effect? List some reasons why it is no longer as valid as it used to be. L01
What is an example of a meme? L01
Summarize some of the major approaches we can use to understand fashion from the perspectives of psychologists, economists, and sociologists. L01
What are cultural categories and how do they influence product designs? L01
What are the differences among fashion, a fashion, and in fashion? L01
Describe the differences among continuous innovations, dynamically continuous innovations, and discontinuous innovations, and provide an example of each. Which type are consumers least likely to adopt as an innovation? L01
Who are innovators? Early adopters? Laggards? L01
What is the diffusion of innovations? L01
What is advergaming? Give an example. L01
Define product placement and list three examples of it.How is this practice the same or different from branded entertainment? L01
What is new vintage? How is this an example of reality engineering? L01
What is a cultural formula? Give an example. L01
Describe the difference between arts and crafts. L01
Define a cultural gatekeeper, and give three examples. L01
Describe a culture production system (CPS) and list its three components. What is an example of a CPS with these three components? L01
What is collective selection? Give an example. L01
How does Western (and particularly American) culture have a huge impact around the world, although people in other countries don t necessarily ascribe the same meanings to products as we do? L01
Why is it that products that succeed in one culture may fail in another if marketers fail to understand the differences among consumers in each place? L01
Why do fashions follow cycles? L01
How do many people and organizations play a role in the fashion system that creates and communicates symbolic meaning to consumers? L01
How do new products, services, and ideas spread through a population? Why are different types of people more or less likely to adopt them? L01
Why are many modern marketers reality engineers? L01
How do we distinguish between high and low culture? L01
Why are styles like mirrors that reflect underlying cultural conditions? L01
Was stereotyping effective in the Apple ads? Did they stereotype ethnic or racial groups? L01
Can we consider avid computer users as a subculture?If so, how can marketers incorporate this bond in their messaging strategies? L01
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? L01
To understand the power of ethnic stereotypes, conduct your own poll. For a set of ethnic groups, ask people to anonymously provide attributes (including personality traits and products) most likely to characterize each group, using the technique of free association where they simply say what comes
Locate current examples of marketing stimuli that depend on an ethnic or religious stereotype to communicate a message. How effective are these appeals? L01
A group of clergy in France sued the company and the ad was removed from 10,000 billboards. One of the bishops involved in the suit said, Advertising experts have told us that ads aim for the sacred in order to shock, because using sex does not work anymore. Do you agree? Should religion be used to
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. L01
Born-Again Christian groups have been instrumental in organizing boycotts of products advertised on shows they find objectionable, especially those that they feel undermine family values. Do religious groups have a right or a responsibility to dictate what advertising a network should carry? L01
The humanitarian group Doctors Without Borders set up a camp of tents, medical stations, and latrines in Central Park to recreate the setting of a refugee camp.101 What are the pros and cons of subjecting consumers to degrading experiences like these? L01
General Motors GMC division launched an advertising campaign it aimed at the African American market to promote its Sierra Crew Cab and Sierra Denali pickup trucks. Pickup ads almost always show the vehicles doing blue-collar work as they charge down rutted back roads or haul bales of hay or boats.
Describe the progressive learning model and discuss why this perspective is important when we market to subcultures. L01
RushmoreDrive.com was touted as the first black search engine, but it shut down only a year after its launch. The idea of a site that would look specifically for black-oriented content and data had been the subject of debate in the blogosphere some critics felt the site was racist and separatist.
The Uncle Ben campaign described in the chapter gives an attractive makeover to a character many found racist. What do you think of this action? L01
Several years ago R.J. Reynolds announced plans to test market a menthol cigarette called Uptown specifically to African American consumers. According to the company, about 70 percent of African American smokers prefer menthol, more than twice the average rate. After market research showed that
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? L01
The prominence of African American characters in video games that contain violent story lines is all the more striking because of the narrow range of video games in which African Americans have been present over the years. One study found that of 1,500 video game characters surveyed, 288 were
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? L01
How do religious subcultures affect consumption decisions? L01
How can we equate consumers allegiance to some products as a form of religious observance? L01
Why are Asian Americans an attractive market segment? Why can they be difficult for marketers to reach? L01
Describe the processes involved when a person assimilates into a new host culture. L01
Who are acculturation agents? Give two examples. L01
What is acculturation? How does it differ from enculturation? L01
Why are Hispanic American consumers attractive to marketers? L01
What is deethnicization? Give an example. L01
Why is it difficult to identify consumers in terms of their ethnic subculture membership? L01
What is the difference between a high-context and a lowcontext culture? What is an example of this difference? L01
What is a subculture? How does it differ from a microculture? L01
Why do marketers increasingly use religious and spiritual themes when they talk to consumers? L01
Why are African Americans, Hispanic Americans, and Asian Americans the three most important ethnic/racial subcultures in the United States? L01
How do many marketing messages appeal to ethnic and racial identity? L01
Why do our memberships in ethnic, racial, and religious subcultures often guide our consumption behaviors? L01
Why does our identification with microcultures that reflect a shared interest in some organization or activity also influence what we buy? L01
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