Consumer Behavior Buying, Having And Being 13th Edition Michael R. Solomon - Solutions

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Describe some recent trends in consumer behavior that marketers need to be aware of.
Although demographic information on large numbers of consumers is used in many marketing contexts, some people believe that the sale of data on customers' incomes, buying habits, and so on, constitutes an invasion of privacy and should be stopped. Comment on the issue A from both a consumer's and a
Do marketers have the ability to control our desires or the power to create needs? Is this situation changing as the Internet creates new ways to interact with companies? If so, how?
An entrepreneur made international news when he set up a website to auction the egg cells of fashion models to the highest bidder (minimum bid: $15,000). He wrote, “Just watch television and you will see that we are only interested in looking at beautiful people. This site simply mirrors our
Bud Light Bull announced it will be adding a line of blended beer with juice flavors like grapefruit. What research methods could you use to test consumer reactions to this new brand extension?
Conduct your own observational research. Choose a service provider or retail store (think Starbucks) and observe customers’ natural behaviours. What insights can you draw from observing customers in a natural setting? Did you observe anything that might give you insight into how to improve
Describe the different types of observational approaches used by consumer behavior researchers.
When would you want to use experimental research methods? When you want to make cause-and-effect claims.
1. Why did General Mills elect to make changes to its original packaging? How did those changes target consumers’ perceptions or consumers’ sensations?2. Thinking back to Chapter 1, how did General Mills tap into trends for consumer activism with this campaign?3. Paying particular attention to
Do you agree that online retailers are at a disadvantage with respect to sensory marketing? How can online businesses meet the sensory needs of the consumer?
Do you believe that marketers have the right to use any or all public spaces to deliver product messages? Where would you draw the line in terms of places and products that should be restricted?
How is guerilla marketing used as a tactic to attract attention?
What marketing opportunities are presented with the changes in technology that affect consumers lives?
1. Historically, why has nostalgia as a tactic been so successful for A&W? What benefit does nostalgia provide for the consumer?2. What should A&W do now given the early evidence of the desire for meat alternatives? How likely is the healthy ingredient trend going to continue? Why?3. Does
Identify some new brand name extensions. What memory associations are likely to occur in the minds of consumers?
Discuss cognitive theories of learning and how they impact consumers.
Explain why retro brands are a unique advertising strategy.
Some consumers dislike ads that show starving children in Africa, because it makes them feel negative emotions such as sadness and guilt. What are your feelings on this type of promotional strategy? Is it manipulative to play on consumers’ emotional reactions in this context?
“High involvement is just a fancy term for expensive.” Do you agree? Why or why not?
Social marketing campaigns have encouraged the normalization of condom purchase in an effort to reduce the infection rate of sexually transmitted disease. As part of this strategy they have tried to reduce the embarrassment associated with buying condoms. Do you think this is an effective approach?
Devise separate promotional strategies for an article of clothing, each of which stresses on the levels of Maslow’s hierarchy of needs.
Describe how a man’s level of involvement with his car would affect how he is influenced by different marketing stimuli. How might you design a strategy for a line of car batteries for a segment of low-involvement consumers, and how would this strategy differ from your attempts to teach a segment
Why would marketers want their customers to enter into a flow state when shopping for their products?
How can emotion be used as information when making a purchase?
Name two discrete emotions and explain how they have relevance in a consumption context.
How prevalent is the Western ideal among your peers? How do you see this ideal evolving now (if at all)?
1. How does the parent Kersh brand tap into the self-views of the consumers?2. Why does the fashion industry play such an important role in actual and ideal selves? Is this a positive aspect of the industry?3. Why does the choice of Emma Hansen as the face of the brand mean so much? How do feature
Should fast food restaurants be liable if customers sue them for contributing to their obesity?
Some consumer advocates have protested the use of super-thin models in advertising, claiming that these women encourage others to starve themselves in order to attain the ‘waif’ look. Other critics respond that the media’s power to shape behaviour has been overestimated, and it is insulting
Does sex sell? There’s certainly enough of it around, whether in print ads, television commercials, or on websites. Perhaps the appropriate question is not does sex sell, but should sex sell? What are your feelings about this blatant use of sex to sell products? Do you think this tactic works
Describe the id, ego, and superego and tell how they work together according to Freudian theory.
Should organizations or individuals be allowed to create websites that advocate potentially harmful practices? Why or why not?
Behavioural targeting techniques give marketers access to a wide range of information about a consumer by relaying websites he or she visits. Do you believe this “knowledge power” presents any ethical problems with regard to consumer privacy? Should the government regulate access to such
Construct a brand personality inventory for three different brands within a product category. Ask a small number of consumers to rate each brand on ten different personality dimensions. What differences can you locate? Do these “personalities” relate to the advertising and packaging strategies
How are injunctive and descriptive norms similar? How are they different?
1. What is the process consumers utilize when deciding on their vacation plans? How would this process be altered when repeating a vacation experience?2. What do you feel is the central issue driving the lack of repeat business for Rocky Mountaineer? Where in the decision-making process do you
1. How have disposal behaviours changed in Canada? Do you think there are differences in behaviour across provinces and in rural versus urban centers? What do you anticipate for the future?2. Should the business So Over It expand physical operations across Canada? If so, how should they proceed?3.
Discuss some of the motivations for shopping as described. How might a retailer adjust his or her strategy to accommodate these motivations.
Why do marketers try to make retail environments entertaining spaces? What advantages and disadvantages does this approach have?
The mall of the future will most likely be less about purchasing products than about playing or retail experiences. What are some strategies stores can use to enhance the emotional/sensory experiences of their customers?
How do a consumer’s prior expectations about product quality influence their satisfaction with the product after they buys it?
List three actions a consumer can take if they are dissatisfied with a purchase. Voice response:
What is lateral cycling and why is it important to marketing?
What applications of queuing theory can you find employed among local services? Interview consumers who are waiting on lines to determine how (if at all) this experience affects their satisfaction with the service.
Interview people who are thinking about getting rid of items they own. Ask them to identify some items to which they have a strong attachment. Then see if you can prompt them to describe one or more divestment rituals they went through as they prepared to offer these items for sale.
See if you can demonstrate the risky shift. Get a group of friends together and ask each to privately rate the likelihood on a scale from one to seven that they would try a controversial new product (e.g. a credit card that works with a chip implanted in a person’s wrist). Then ask the group to
Why have Baby Boomers had such an important impact on consumer culture?
How has the Baby Boom echo changed attitudes toward child rearing practices and created demand for different products and services?
What are some effective ways to segment the grey market?
Products can function as socialization agents for ethnic groups. What other examples can you find that serve this important function? What special problems do these create for marketers?
What are some ways in which regional subcultures are important to marketers?
What are the anticipated effects of immigration patterns on marketing activities in Canada in the next decade?
Why are ethnic subcultures something marketers would want to consider?
When is nostalgia an effective way to appeal to consumers? Can this technique backfire? Find ads that use a nostalgia appeal and critique their likely effectiveness.
What do we mean by culture? How is it related to an individual’s personality?
What are some ways we distinguish between different cultures?
Give examples of public versus private rituals. Name some ritual artifacts we use to perform these rituals. Is technology changing these rituals or creating new ones?
How are some companies using myths to create their brand?
Define a rite of passage, giving two examples. Specify the stages involved. What does a dance for recently divorced people have in common with a fraternity Hell Week?
What is collecting, and how does it differ from hoarding?
Can a company use language in the wrong way?
When should a localized strategy be preferred over a standardized strategy by a global firm?
What does it mean for a cultural taste to become part of the local meanings in a country?
Sometimes market research findings influence artistic decisions, as when a movie ending was reshot to accommodate consumers’ preferences. Many people would most likely oppose this practice, claiming that books, movies, records, or other artistic endeavors should not be designed to merely conform
If you worked in marketing research for a gaming firm, how might you apply the lead user concept to help you identify new product opportunities? How might you consider using advergaming as a strategy?
What is new vintage? How is this an example of reality engineering?
If you were a consultant to a video-game company, what would you forecast as the next big trend in this market? Survey gaming stores and watch what your friends are or not playing to help you with your prediction.
Watch three hours of TV shows and keep a log of all product placements you see. What are the dominant products being inserted into programs?
Cristiano Ronaldo is one of the world’s greatest footballers, but he may also be one of the most superstitious. The Real Madrid star has built up a series of rituals that he insists on following while playing a game. He always steps on the pitch leading with his right foot. He always insists on
Identify examples of high or low culture from your country or region in terms of music, art, literature or TV entertainment. Can you identify cultural formulae that can be used to distinguish them?
1. Discuss how IKEA’s approach has helped you to better understand the debate that exists between standardization compared with adaptation for international markets?2. Compare and contrast two countries according to the Hofstede cultural model using the online tool at
Often when a couple marry, the choice of gift is defined either by a wedding list, from which the guest will have to choose, or determined by cultural pressure to provide a certain level of financial gift. How does this work in your country?
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.
Particularly in subcultures there is a tradition of having to go through some kind of entry rite at one point of time. Identify an example from your own country to illustrate this process?
How could packaging design be used to suggest the binary opposition of natural and processed foods?
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?
Illustrate the concepts of separation, liminality, and aggregation in relation to your own specific culture. Are the concepts readily applicable?
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.
What is an example of a meme?
What are the two factors that underpin the Technology Acceptance Model?
List the three stages of a rite of passage ritual?
What is a ritual? Describe three kinds of rituals and provide an example of each.
How might a consumer behave if they exhibited signs of conditioned superstition?
Everyone has grooming rituals. Examine this website and the implications that it has for male grooming. Describe how the design of the website seeks to enhance male grooming rituals that would then require the use of products that they sell?
After exploring this website, comment on the myth and legend of Elvis Presley. What marketing techniques are used? How has “the King” been able to retain a loyal following after all these years? Using data found on the website, construct a brief strategy for introducing the Presley music to
Visit www.cocacola.com and access their websites in various countries. Are the country-specific websites different? What are the main points of difference? What are the commonalities?
Go to www.dkny.com and www.esteelauder.com. What is new in fashion, style, and cosmetics? Either of these sites might give you some clue. After visiting the websites, list what you perceive to be the top five trends in female fashion for this year. Remember, fashion may be more than just clothing.
Go to www.swissexpert.com and www.fashionknockoffs.com. Why do you think that the knockoff industry has become so big? Discuss this in terms of the fashion concepts discussed in the chapter. Also, include a discussion of the economics of buying such brands (how much does the real thing cost?).
Select five different films that have a high number of brands placed in them. Then, look up reviews for each film as well as how the film did at the box office and in home video. What impact do you think each of the placements had for the brand?
Take some time as a group and browse the fashion trends from different periods. Find trends that are in fashion at one time period, then out of fashion, and then back in fashion at some other period. What governs these trends? Discuss this and draw some conclusions based on the concepts in the
Encourage a student to think of something he/she recently purchased in which advice was actively sought from others. For what reasons was advice sought? Why was the particular person selected to provide this advice?
Have individual students bring to class print ads aimed at a particular subculture and show how the ads attempt to address the group. Do the students think they are effective?
Does constant checking of what your network posts lead to FOMO? How might social media platforms combat the potential to cause depression among users?
Ask each student to think about individual family members, friends, and acquaintances. On paper, have them identify the people who act as opinion leaders, product innovators, and market mavens. Describe what each person does. Have a few students share their observations with the class.
Each student group will have the task of forming or joining a brand community. Have them decide upon a brand that none of them really uses. Then, have them research the brand extensively and begin their own pro-product dialogue among themselves. If they wish to establish an online chat room or
What is word-of-mouth, and how can it be more powerful than advertising?
Visit a few fraternity or sorority websites and evaluate how they try to influence their current and potential brothers and sisters. Talk to students who are members and those that are not associated with them. Determine if their group influences are effective or not based on your assessments of
Have the students videotape interviews with three individuals regarding a product they recently purchased for the first time. Why did they purchase it? What was the role of “word of mouth” and personal influence (whether real or simulated)? The group should edit the tape to present a summary
Which is more powerful, positive or negative word-of-mouth?
Have student groups do an analysis of a rumor that was started about a product or company (e.g., a human finger found in a can of Pepsi, the “Satanic” connection in Procter & Gamble’s moon-and-stars logo; Pop Rocks candy will make your stomach explode; McDonald’s puts worms in its

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