New Semester
Started
Get
50% OFF
Study Help!
--h --m --s
Claim Now
Question Answers
Textbooks
Find textbooks, questions and answers
Oops, something went wrong!
Change your search query and then try again
S
Books
FREE
Study Help
Expert Questions
Accounting
General Management
Mathematics
Finance
Organizational Behaviour
Law
Physics
Operating System
Management Leadership
Sociology
Programming
Marketing
Database
Computer Network
Economics
Textbooks Solutions
Accounting
Managerial Accounting
Management Leadership
Cost Accounting
Statistics
Business Law
Corporate Finance
Finance
Economics
Auditing
Tutors
Online Tutors
Find a Tutor
Hire a Tutor
Become a Tutor
AI Tutor
AI Study Planner
NEW
Sell Books
Search
Search
Sign In
Register
study help
business
consumer behaviour
Consumer Behaviour A European Perspective 3rd Edition Michael R. Solomon, Gary Bamossy, Søren Askegaard, Margaret K. Hogg - Solutions
Use the first five items from the eTailQ tool in Table 9.2 on p. 317 to compare and contrast six websites in two different product and service categories for their website design. Are there any other aspects of these websites’ design which you might want to include in this comparison? Compare
Select three competing clothing stores in your area and conduct a store image study for each one. Ask a group of consumers to rate each store on a set of attributes and plot these ratings on the same graph. Based on your findings, are there any areas of competitive advantage or disadvantage you
Using Table 9.1 (p. 304) as a model, construct a person/situation segmentation matrix for a brand of perfume.
What applications of queuing theory can you find employed among local services?Interview consumers who are waiting in queues to determine how this experience affects their satisfaction with the service.
Discuss and critique the view that ‘shoppers who blend store, mail order catalogues and websites spend more’.209
New interactive tools are being introduced that allow surfers on sites such as landsend.com to view apparel product selections on virtual models in full,360-degree rotational view. In some cases, the viewer can modify the bodies, face, skin colouring and hairstyles of these models. In others, the
Choy and Loker (2004)211 explored and classified internet sites supporting the wedding industry and the purchase of a wedding gown in their study of mass customization. They identified four major categories: marketing, browsing, advice and customizing. Choose another industry (e.g. mother and baby;
Compare and contrast the five bases of power described in the text. Which are most likely to be relevant for marketing efforts?
Why is referent power an especially potent force for marketing appeals? What factors help to predict whether reference groups will or will not be a powerful influence on a person’s purchase decisions?
Evaluate the strategic soundness of the concept of guerrilla marketing. For what types of product categories is this strategy most likely to be a success?
Discuss some factors that determine the amount of conformity likely to be observed among consumers.
Under what conditions are we more likely to engage in social comparison with dissimilar others versus similar others? How might this dimension be used in the design of marketing appeals?
Discuss some reasons for the effectiveness of home shopping parties as a selling tool. What other products might be sold this way?
Discuss some factors that influence whether membership groups will have a significant influence on a person’s behaviour.
Why is word-of-mouth communication often more persuasive than advertising?
Is there such a thing as a generalized opinion leader? What is likely to determine if an opinion leader will be influential with regard to a specific product category?
The adoption of a certain brand of shoe or apparel by athletes can be a powerful influence on students and other fans. Should secondary school and university coaches be paid to determine what brand of athletic equipment their players will wear?
The power of unspoken social norms often becomes obvious only when these norms are violated. To witness this result first-hand, try one of the following: stand facing the back wall in a lift; serve dessert before the main course; offer to pay cash for dinner at a friend’s home; wear pyjamas to
Identify fashion opinion leaders at your university or business school. Do they fit the profile discussed in the chapter?
Conduct a sociometric analysis within your hall of residence or neighbourhood.For a product category such as music or cars, ask each individual to identify other individuals with whom they share information. Systematically trace all of these avenues of communication, and identify opinion leaders by
The strategy of viral marketing gets customers to sell a product to other customers on behalf of the company. That often means convincing your friends to climb on the bandwagon, and sometimes you get a small percentage return (or other reward) if they end up buying something.139 Some might argue
Review a number of popular media which are published in countries in southern Europe as well as media targeted for northern European countries. How do the ads’depictions of family seem to differ by region? In what sorts of consumption situations do they seem highly similar? Why?
Do you think market research should be performed on children? Give the reasons for your answer. What do you think about the practice of companies and survey firms collecting public data (e.g. from marriage licences, birth records or even death announcements) to compile targeted mailing lists? State
Marketers have been criticized for donating products and services to educational institutions in exchange for free promotion. Is this a fair exchange, in your opinion, or should corporations be prohibited from attempting to influence youngsters in school?
For each of the following five product categories – groceries, cars, holidays, furniture and appliances – describe the ways in which you believe a married couple’s choices would be affected if they had children.
Arrange to interview two married couples, one younger and one older. Prepare a response form listing five product categories – groceries, furniture, appliances, holidays and cars – and ask each spouse to indicate, without consulting the other, whether purchases in each category are made by
Collect ads for three different product categories in which the family is targeted.Find another set of ads for different brands of the same items in which the family is not featured. Prepare a report on the effectiveness of the approaches.
Observe the interactions between parents and children in the cereal section of a local supermarket. Prepare a report on the number of children who expressed preferences, how they expressed their preferences and how parents responded, including the number who purchased the child’s choice.
Watch three hours of children’s programming on commercial television stations and evaluate the marketing techniques used in the commercials in terms of the ethical issues raised in the final section of this chapter. Report your findings and conclusions.
Select a product category and, using the life-cycle stages given in the chapter, list the variables that will affect a purchase decision for the product by consumers in each stage of the cycle.
Consider three important changes in modern European family structure. For each, find an example of a marketer who has attempted to be conscious of this change as reflected in product communications, retailing innovations, or other aspects of the marketing mix. If possible, also try to find examples
The concepts income and wealth are measured in different ways throughout Europe, in spite of the standardization of currency that took place in 1999. Look through several recent issues of Review of Income and Wealth to get an idea of how these concepts differ across countries. For marketers, do you
What are some of the obstacles to measuring social class in European society?Discuss some ways to get around these obstacles.
What consumption differences might you expect to observe between a family characterized as underprivileged vs. one whose income is average for its social class?
When is social class likely to be a better predictor of consumer behaviour than mere knowledge of a person’s income?
Thorstein Veblen argued that women were often used as a vehicle to display their husbands’ wealth. Is this argument still valid today?
Given present environmental conditions and dwindling resources, what is the future of ‘conspicuous waste’? Can the desire to impress others with affluence ever be eliminated? If not, can it take on a less dangerous form?
Some people argue that status symbols are dead. Do you agree?
Compile a list of occupations, and ask a sample of students who are studying a variety of subjects (both business and non-business) to rank the prestige of these jobs. Can you detect any differences in these rankings as a function of students’subjects?
Compile ads that depict consumers of different social classes. What generalizations can you make about the reality of these ads and about the media in which they appear?
Identify a current set of fraudulent status symbols, and construct profiles of consumers who are wearing or using these products. Are these profiles consistent with the images portrayed in each product’s promotional messages?
The chapter observes that some marketers are finding ‘greener pastures’ by targeting low-income people. How ethical is it to single out consumers who cannot afford to waste their precious resources on discretionary items? Under what circumstances should this segmentation strategy be encouraged
As Europe moves further into the process of creating a single market and single currency, citizens’ attitudes regarding different aspects of this complex process are monitored in all countries. See the following website for the most recent survey findings:
Over the past few years, the Vatican has been involved in a variety of events aimed at developing a closer and stronger relationship with Europe’s youth. At the invitation of the Pope, Bob Dylan (who was 50–something) gave a concert in 1997. Other Vatican-sponsored projects, such as World Youth
Below are a number of European retail websites. After reviewing the sites, give an analysis of target market and age segmentation strategies used by these firms.www.waf.it.mall (a weekend of shopping in Florence?)www.one4you.be (interested in beer from Belgium?)www.bexley.fr (‘trend-resistant’
Why did baby boomers have such an important impact on consumer culture in the second half of the twentieth century?
How has the baby boomlet changed attitudes towards child-rearing practices and created demand for different products and services?
Is it practical to assume that people aged 55 and older constitute one large consumer market? What are some approaches to further segmenting this age subculture?
What are some important variables to keep in mind when tailoring marketing strategies to the elderly?
Find good and bad examples of advertising targeted at elderly 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?
Culture can be thought of as a society’s personality. If your culture were a person, could you describe its personality traits?
What is the difference between an enacted norm and a crescive norm? Identify the set of crescive norms operating when a man and woman in your culture go out for dinner on a first date. What products and services are affected by these norms?
How do the consumer decisions involved in gift-giving differ from other purchase decisions?
Construct a ritual script for a wedding in your culture. How many artefacts can you list that are contained in this script?
What are some of the major motivations for the purchase of self-gifts? Discuss some marketing implications of these.
Describe the three stages of the rite of passage associated with graduating from university.
Identify the ritualized aspects of various kinds of sports that are employed in advertising.
Some people have raised objections to the commercial exploitation of cultural figures. For example, in the United States many consumers deplored the profits that film-makers and business people made from films such as Malcolm X (e.g. by selling a ‘Malcolm X’ air freshener). Others argued that
Interview two or three of your fellow students about collecting, talking about either their own collections or a collection of somebody they know of. Use concepts about the sacred to analyse the responses.
Construct a ‘biography’ of a product, tracing its progress from the time it was introduced. How long did it take to diffuse to the mass market? Do the same consumers use the product now as those who first adopted it? What are its future prospects – is it destined for obsolescence? Would you
Some consumers complain that they are ‘at the mercy’ of designers: they are forced to buy whatever styles are in fashion because nothing else is available. Do you agree that there is such a thing as a ‘designer conspiracy’?
What is the basic difference between a fad, a fashion and a classic? Provide examples of each.
What is the difference between an art and a craft? Where would you characterize advertising within this framework?
Think about some innovative products that you can remember, but which disappeared. Try to reflect on the reasons why these innovations failed.
Then try to remember some successful innovations. What characteristics made them successful? Do the successes and failures fit with the criteria mentioned in this chapter?
The chapter mentions some instances where market research findings influenced artistic decisions, as when a film ending was reshot to accommodate consumers’preferences. Many people would oppose this use of consumer research, claiming that books, films, records or other artistic endeavours should
Many are claiming a more individualistic style of fashion these years. Discuss whether individualism in style and fashion has actually increased or whether we are being conformist in new ways.
Compare and contrast the concepts of lifestyle and social class.
In what situations is demographic information likely to be more useful than psychographic data, and vice versa?
Discuss some concrete situations in which international similarities in lifestyles may be more relevant than national cultural differences for market segmentation and for the understanding of consumer behaviour.
The chapter mentions that psychographic analyses can be used to market politicians. Conduct research on the marketing strategies used in a recent, major election. How were voters segmented in terms of values? Can you find evidence that communications strategies were guided by this information?
Construct separate advertising executions for a cosmetics product targeted to three of the RISC segments: ethics and universalism; appearance and international symbol status; and action and personal drive. How would the basic appeal differ for each group?
Using media targeted to the group, construct a consumption constellation for the social role of university students. What set of products, activities and interests tend to appear in advertisements depicting ‘typical’ university students? How realistic is this constellation?
If you were segmenting European consumers in terms of their relative level of materialism, how might your advertising and promotional strategy take this difference into account? Construct two versions of an ad for a suntan lotion, one to appeal to a high materialism country and one to appeal to a
There are, of course, people of most lifestyle types in all European countries, but their numbers vary. Try to determine which lifestyles are the most common in some European countries that you know.
If you have access to foreign TV channels, try to compare the advertising in the ones from your own country with the foreign ones. Are the styles different? Are the predominant products different? Is the use of a certain style of advertisement for a certain type of product similar or dissimilar?
Extreme sports. Chat rooms. Vegetarianism. Can you predict what will be ‘hot’ in the near future? Identify a lifestyle trend that is just surfacing in your universe.Describe this trend in detail, and justify your prediction. What specific styles and/or products are part of this trend?
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?
Religious symbolism is being used increasingly in advertising, even though some people object to this practice. For example, the French fashion house Marithe and François Girbaud used a poster of well-dressed women posed in a version of Leonardo da Vinci’s The Last Supper: the poster was banned
In your opinion, in which areas have environmental issues had the biggest impact on consumer behaviour? Why do you think that is the case?
Is the ‘political consumer’ a fad or a new and growing challenge for marketers and producers? Discuss.
Go to your local supermarket to check the selection of ecological products. How are they presented in the store? What does that say about the way these products are regarded?
Try to provide an estimate about how often environmental issues are mentioned in advertising. Are these messages credible? Why, or why not?
What do you think about boycotts as consumers’ response to what is perceived as companies’ unethical behaviour?
Identify and assess the importance of corporate social responsibility for companies, consumers and government policy.
What role does the globalization process play in your personal consumption profile?After reflecting on that, take a walk in your nearest shopping area and look for signs of the global and the local. What is from ‘somewhere else’? What is distinctively local?Are there mixtures, or are these two
Try to collect advertisements that reflect the postmodern features of fragmentation, de-differentiation, hyperreality, chronology, pastiche and anti-foundationalism.
Reflect on your and your friends’ consumption patterns in the same light. What do you see?
Investigate if a case similar to that of Zahara has occurred in your community. Are there cultures and groups that require special products because of their beliefs?
Consider the repercussions on consumption caused by religious norms in other religions such as Judaism, Christianity, Buddhism, Sikhism, Hinduism.
Reflect on the future of immigration in Spain (or another country) and the consequences this may have on sectors other than the food industry e.g. banking and money transfers to other countries, holidays, customs of dress, and opinions on advertising.
Do you believe that a company should anticipate the specific needs of an immigrant community or should it wait until their number becomes significant?
Debate the issues around acculturation, and the flow of influences between immigrant and host communities.
What new consumption trends or situations may arise out of the second or third generation of immigrants as compared to the first?
To what extent would you agree that products can be imbued with cultural meanings? What brands or products do you think are imbued with which specific cultural meanings?
The case study argued that when ethnic minorities experience racism, during the acculturation process, they may feel excluded from society. A consequence of this exclusion may be a desire to consume products that emphasize their difference. Is this argument still valid considering the worldwide
Do you think that hip-hop culture and rap music’s focus on brands has more to do with general youth attitudes and behaviours regarding using brands to demonstrate a sense of belonging to reference groups rather than as a cultural statement about racism?
What proposals would you make to the Marketing Manager of Evangelos Tsantalis SA regarding the Agioritikos wine, the ‘new’ brands from Mount Athos and any further new product development from Mount Athos?
Discuss how lifestyle choices are determined by status, role-playing and show-off issues.
What is the role of heritage and tradition in modern product choices? Are the emotional factors embodied by artisanal products strong enough to instigate purchase?
Showing 4500 - 4600
of 5799
First
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
Last
Step by Step Answers
Get 50% OFF
Claim Now
