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consumer behaviour
Consumer Behavior Building Marketing Strategy 11th Edition Delbert Hawkins, David L Mothersbaugh, Roger Best - Solutions
2. How would different organizational activities and objectives affect organizational culture?
1. How can an organization have a culture? What factors contribute to different organizational cultures?
4. Pick an industrial market and compare the Web sites of three fi rms. Which is best? Why?
3. Evaluate Advertising Age ’s Web site (www.adage.com).
2. Visit Sun Microsystem’s Web site (www.sun.com).How does their site leverage the power of reference groups in an organizational setting?
1. Evaluate the Otis Elevator Web site (www.otis.com).
49. Interview 20 students to determine which, if any, customer loyalty programs they belong to, what they like and dislike about them, and the impact they have on their attitudes and behaviors. What opportunities do your results suggest?
48. Measure 10 students’ disposition behaviors with respect to the following. Determine why they use the alternatives they do.a. Car batteryb. Cell phonesc. Mattressd. Televisionse. Plastic items
47. Interview a grocery store manager, a department store manager, and a restaurant manager. Determine the types of products their customers are most likely to complain about and the nature of those complaints.
46. With the cooperation of a durables retailer, assist the retailer in sending a postpurchase letter of thanks to every other customer immediately after purchase. Then, approximately two weeks after purchase, contact the same customers (both those who received the letter and those who did not) and
45. Develop a questionnaire to measure repeat purchase behavior and brand loyalty. Measure the repeat purchase behavior and brand loyalty of 10 students with respect to the following. Determine why the brand-loyal students are brand loyal.a. Batteriesb. Spaghetti saucec. Coffeed. Lightbulbse.
44. Develop a survey to measure student dissatisfaction with service purchases. For purchases they were dissatisfi ed with, determine what action they took to resolve this dissatisfaction and what the end result of their efforts was. What are the marketing implications of your fi ndings?
43. Develop a questionnaire designed to measure consumer satisfaction of a clothing purchase of$50 or more. Include in your questionnaire items that measure the product’s instrumental, symbolic, and affective dimensions of performance, as well as what the consumer wanted on these dimensions.Then
42. Develop a brief questionnaire to determine product nonuse among college students and the reasons for it. With four other classmates, interview 50 students.What do you conclude?
41. Design a customer loyalty program for the following.a. Dry cleaning serviceb. Grocery store chainc. Cosmetics lined. Catering service
40. Are you a committed customer to any brand, service, or outlet? Why?
39. How could an automobile dealership use the service segmentation strategy described in Consumer Insight 18–2?
38. Respond to the questions in Consumer Insight 18–2.
37. Are you a mere repeat purchaser of any brand, service, or outlet? Why are you not a committed customer? What, if anything, would make you a committed customer?
36. Describe the last time you were dissatisfi ed with a purchase. What action did you take? Why?
35. What level of product dissatisfaction should a marketer be content with in attempting to serve a particular target market? What characteristics contribute to dissatisfaction, regardless of the marketer’s efforts?
34. How would you go about measuring consumer satisfaction among purchasers of the following? What questions would you ask, what additional information would you collect, and why? How could this information be used for evaluating and planning marketing programs?a. Cell phone serviceb. Target.comc.
33. Discuss how you could determine how consumers actually use the following. How could this information be used to develop marketing strategy?a. Microwaveb. Golf cartc. Online banking servicesd. Movies on demande. Hair colorf. Hotel reward points
32. Respond to the questions in Consumer Insight 18–1.
31. How should manufacturers deal with consumers immediately after purchase to reduce postpurchase dissonance? What specifi c action would you recommend, and what effect would you intend it to have on the recent purchaser of the following?a. Printerb. Expensive watchc. Cell phoned. Corrective eye
30. What type of database should your university maintain on its students? In general, what ethical concerns surround the use of such databases by institutions and companies?
29. How should retailers deal with consumers immediately after purchase to reduce postpurchase dissonance?What specifi c action would you recommend, and what effect would you intend it to have on the recent purchaser of (gift of) the following?a. PBS donationb. A condominiumc. Dance lessonsd. A
28. What factors infl uence e-loyalty?
27. What are loyalty programs ? What do most of them actually do?
26. What is relationship marketing ? What strategies are involved?
25. What are fi ve objectives that a marketing strategy for a particular segment might have? How will marketing strategies differ across the fi ve objectives that a fi rm might have for a particular segment?
24. Why are marketers interested in having committed customers?
23. What are switching costs ?
22. What is the difference between repeat purchasers and committed customers ?
21. What is the relationship between customer satisfaction, repeat purchases, and committed customers ?
20. What are the sources of increased profi ts from longer-term customers?
19. What is churn ? How does it affect profi ts?
18. What would marketers like consumers to do when dissatisfi ed? How can marketers encourage this?
17. What determines satisfaction for online retailers?
16. What courses of action can a consumer take in response to dissatisfaction? Which are used most often?
15. What is affective performance ?
14. What is the difference between instrumental and symbolic performance, and how does each contribute to consumer satisfaction?
13. What factors infl uence consumer satisfaction?In what way do they infl uence consumer satisfaction?
12. What is e-waste, and why is it a growing concern?
11. What is meant by the disposition of products and product packaging, and why does it interest governmental regulatory agencies and marketers?
10. What is meant by product nonuse, and why is it a concern of marketers?
9. Why are surveys not always the most effective way to get at innovative product uses?
8. What is an off-label use, and why is it important to companies?
7. What is use innovativeness ?
6. What is consumption guilt ?
5. In what ways can a consumer reduce postpurchase dissonance?
4. What actions do consumers take to avoid postpurchase dissonance before the purchase?
3. What is postpurchase dissonance ? What characteristics of a purchase situation are likely to contribute to postpurchase dissonance?
2. How does the type of decision process affect the postpurchase processes?
1. What are the major postpurchase processes engaged in by consumers?
2. Using DDB Tables 1B through 7B, what characterizes people who become committed enough to favorite brands to resist other brands when they are on sale? What are the marketing implications of this?
1. What characterizes individuals who feel they have acquired too much debt (DDB Tables 1B through 7B)? What are the marketing implications of this?What are the regulatory implications of this?
6. Find a product, company, or brand site that helps the consumer use a product properly or effectively.Describe and evaluate this effort.
5. Does the use of video excerpts of service failures by consumers on sights such as YouTube enhance their infl uence? Find an example and justify.
4. Find an independent complaint Web site (go to Yahoo and search for “complaints about ”)for the following fi rms. What insights does it provide?How should the targeted company respond?a. Wal-Martb. Disneyc. Saturn
3. Find a company site that helps the company in terms of relationship marketing. Describe and evaluate this effort.
2. Pick a brand that offers an online newsletter and sign up for it. Evaluate its role in customer satisfaction and relationship marketing.
1. Monitor several product- or activity-related chat sites, interest groups or blogs for a week. Prepare a report on how a marketer could learn about the following by doing this.a. Customer satisfaction levels and customer commitmentb. Product usec. Customer evaluation processes
52. Interview 10 students on your campus and determine their attitudes toward and use of the Internet and online shopping. Place each into one of the eight online shopper segments described in the text. Do they fi t into these segments? Combine your results with those of four other students. What
51. Determine, through interviews, the general shopping orientations of students on your campus. What are the marketing implications of your fi ndings?
50. Develop an appropriate questionnaire and construct a new version of Table 17–2 , using products relevant to college students. What are the marketing implications of this table?
49. Interview the manager of a drug, department, or grocery store on their views of P-O-P materials and price advertising.
48. Visit two retail stores selling the same type of merchandise and prepare a report on their use of P-O-P materials. Explain any differences.
47. Arrange with a local retailer (convenience store, drugstore, or whatever) to temporarily install a point-of-purchase display. Then set up a procedure to unobtrusively observe the frequency of evaluation and selection of the brand before and while the display is up. Describe your fi ndings.
46. For several of the products listed in Table 17–3 , interview several students not enrolled in your class and ask them to classify their last purchase as specially planned, generally planned, substitute, or unplanned. Then combine your results with those of your classmates to obtain an
45. Have 10 students on your campus describe their shopping orientations in terms of animals as discussed in the section of the text on motivation-based shopping orientations. Combine your descriptions with those of two other students. Do any patterns emerge? Do they match those described in the
44. Develop a questionnaire to measure the image of the following. Have 10 other students complete these questionnaires. Discuss the marketing implications of your results.a. Targetb. Kaboodle.comc. Subwayd. Local coffee shope. eBayf. Wal-Mart g. Saks Fifth Avenue
43. Pick a residential area in your town and develop a gravitational model for ( a ) nearby supermarkets or( b ) shopping malls. Conduct telephone surveys to test the accuracy of your model.
42. Describe the current state of Internet retailing.
41. How would you respond to a stockout of your preferred brand of the following? What factors other than product category would infl uence your response?a. Suntan lotionb. Cerealc. Deodorantd. Dress shirt/blousee. Perfume/aftershave lotionf. Soft drink
40. Repeat Question 39 (except for c and g ) for online retailers.
39. What type of store atmosphere is most appropriate for each of the following retailer types? Why?a. Bookstore serving college studentsb. Cosmetic section of Searsc. Auto dealership service departmentd. Consumer electronicse. Mercedes automobilesf. Inexpensive furniture g. Thai food restaurant
38. What site characteristics could online retailers use to enhance the probability of purchase among individuals who visit their sites? Describe each factor in terms of how it should be used, and describe its intended effect on the consumer for the following products:a. Dorm furniture from
37. What in-store characteristics could traditional retailers use to enhance the probability of purchase among individuals who visit a store? Describe each factor in terms of how it should be used, and describe its intended effect on the consumer for the following products:a. Cologneb. Ice creamc.
36. How should retailer strategies to encourage unplanned purchases differ depending on the type of unplanned purchase generally associated with the product category?
35. The motivation-based shopping orientations described in the text were developed using a small sample of students. Do you think these are accurate descriptions of the shopping orientations of students on your campus? How should they be modifi ed?
34. Describe an appropriate strategy for an online store such as J. Crew for each of the eight online shopper types described in the text (pages 587–588).
33. Describe an appropriate strategy for an online store such as Target for each of the motivationbased shopping orientations described in the text(pages 601–602).
32. How are social and economic risks associated with the following products likely to affect the outlet choice behavior of consumers? How would the perception of these risks differ by consumer?Situation?a. Men’s suitb. Athletic shoes (for running)c. Wine (as a gift)d. Hairdressere. Mountain
31. Respond to the questions in Consumer Insight 17–1.
30. What challenges face multi-channel retailers in managing their image across channels?
29. Does the image of a retail outlet affect the image of the brands it carries? Do the brands carried affect the image of the retail outlet?
28. Name two product categories for which the brand is generally selected fi rst and the outlet second, two for which the reverse is true, and two for which these decisions are generally made simultaneously.Justify your selections. How should marketing strategy differ across these products?
27. What can happen in response to a stockout ?
26. What are frequent problems consumers encounter while shopping online?
25. Why do consumers planning to make a purchase at an online outlet often fail to do so?
24. What is a servicescape ?
23. What is meant by store atmosphere? Online atmosphere? How do they affect consumer behavior?
22. Describe the impact of price reductions and deals on retail sales.
21. Describe the impact of point-of-purchase displays on retail sales.
20. Once in a particular retail outlet, what in-store and/or online characteristics can infl uence brand and product choice? Give an example of each.
19. What is meant by an impulse purchase ? Why is it important?
18. What is meant by an in-store purchase decision ?Why is it important?
17. Describe six motivation-based shopping orientations of college students.
16. What is a shopping orientation ?
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