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consumer behaviour
Consumer Behavior Buying, Having And Being 13th Edition Michael R. Solomon - Solutions
Have each student identify one case of guerrilla marketing. It should be the objective to find a case where the maximum amount of promotional benefit was achieved with the least amount of resources. They should attempt to find information that will allow for estimates of these figures. Upon sharing
What are sociometric techniques? Under what conditions does it make sense to use them?
How does knowing what you now know about B2B decisions change the way you might approach a marketing campaign to influence the members of a buying center?
What are some of the ways in which organizational decisions differ from individual consumer decisions? How are they similar?
What is a kin-network system?
A consumer tribe is similar to a brand community; it is a group of people who share a lifestyle and can identify with each other because of a shared allegiance to an activity or a product. Although these tribes are often unstable and short lived, at least for a time members identify with others
The chapter discusses a scandal involving college basketball coaches who get paid by a company to require their players to wear its products. Should college players be allowed to accept their own endorsement deals?
A study on antibranding documented hostility among consumers who object to the gas-guzzling Hummer vehicle. One driver posted this message: “The H2 is a death machine. You’d better hope that you don’t collide with an H2 in your economy car. You can kiss your ass goodbye thanks to the H2’s
Arrange to interview two married couples, one married fewer than five years and one married for more than 20 years. Prepare a response form that lists five product categories—groceries, furniture, appliances, vacations, and automobiles—and ask each spouse to indicate, without consulting the
More than 16 million millennial women are now mothers, and that number grows by more than a million every year. These new parents demand innovations in child rearing to match their experiences in other realms of their lives. These “parennials” are information-hungry; they never stop researching
Trace a referral pattern for a service provider such as a hair stylist; track how clients came to choose him or her. See if you can identify opinion leaders who are responsible for referring several clients to the businessperson. How might the service provider take advantage of this process to grow
The power of unspoken social norms often becomes obvious only when we violate them. To witness the result firsthand, try one of the following: Stand facing the back wall in an elevator, serve dessert before the main course, offer to pay cash for dinner at a friend’s home, wear pajamas to class,
Several colleges have sponsored “social media detox” events. Students at Saint Mary’s College of California were challenged to “Disconnect, Power Off and Unplug” in order to rediscover “The Lost Art of Solitude;” no Internet for a month! The library at Wake Forest University created a
Have student groups visit two sections of a community—one where residents are professionals and businesspeople and one where residents are mostly working class. Ask them to note how the homes vary in terms of color, architecture, and the general appearance of the lawn and landscape. Have them
Have students look for the parody display segments in town – for instance, the freegans, or the blue denim pants (Von Dutch) crowd. Talk to them and determine their rationale for their lifestyle and their opinions about other social classes.
Ask a group to classify the major retail stores (department and specialty stores) in your community according to their estimation of the social class of their target market. Have them explain how the marketing strategy is different for each of the stores profiled.
Have a student visit a high-end specialty store for a luxury good (i.e., Louis Vuitton, Coach, Burberry, etc.). Have them interview a sales associate or manager about the existence of the mass class segment. Can they identify the difference between upper-class people and middle- to lower-class
Ask students to make a list of slang terms that are used to disparage social classes. Why are these terms used? How do marketers disparage or make fun of social classes (which they do not target)? What is the best way to treat all classes with ethics and dignity?
Conduct this as an in-class activity. Prepare a list of 15 occupations and distribute copies to the class. Ask each student to rank the occupations according to prestige. Compile the results (either during class, or after for the next class period). Discuss the results with the class. Are there
Have your group designate which social class would most accurately describe each member’s current position. Where do the members expect to be in 5 years with respect to social class? What differences will occur if the anticipated movement in social class occurs? Discuss the changes in class.
What status symbols motivate you to purchase? Pick an example product and give an illustration.
How can online marketers use social class in marketing efforts? Give examples of good and bad usage. Go online to do this if possible.
Ask students to compile a selection of recent ads that attempt to link consumption of a product with a specific lifestyle. In class, have students demonstrate what they have found. Discuss how the goal of linking product consumption to a lifestyle is usually accomplished.
How do the worldviews of blue-collar and white-collar consumers tend to differ?
What is a taste culture?
How do you differentiate between “old money” versus “nouveau riche” consumers?
As we continue to emerge from The Great Recession, many people live frugally; they cut back on visits to restaurants, buy fewer high-end clothes and other luxury goods, and hold onto their cars much longer. Are we witnessing a long-term shift in consumer behavior, or do you believe this is just a
What is a subculture?
Ask students to bring pictures of businesspersons, celebrities, athletes, etc. who, according to them, may have transcended ethnic or racial lines in terms of their appeal. Have students justify their selections.
Have your group explore www.starwars.com. How does this site make appeals to its selected audience? What are the strongest features of the website? Write a brief marketing plan for the website to attract more African American, Hispanic American, and Asian American visitors. Predict the success
Go through both mainstream and ethnic magazines and look for ads that might be culturally/religiously insensitive. Justify why the students think so.
Go to www.bratz.com. Have your group analyze how this popular toy site attempts to broaden its base to various ethnic groups. After analyzing the website, write a brief summary plan that demonstrates your group’s ideas for broadening the ethnic appeal of the website.
Bring some magazines to class that are primarily targeted toward either African American or Caucasian audiences. Ask the students to look through each type of magazine and select advertisements that are similar, except for the models. Are there any other differences between the ads (e.g., language,
Have student groups go to a senior citizen gathering (this can be any kind of gathering) and interview three men and three women about nostalgia. What were they most nostalgic about? How could this be used in marketing to capture their attention? What did you learn from this experience?
What is deethnicization? Give an example.
Have student groups interview a working and a nonworking woman who have children in grade school. Have them write down the menu that they served for the previous evening meal. Ask them about the specific brands that they used to prepare the meal (e.g., bread, beverage, entree, vegetables, fruits,
Assign students to interview a member of a subculture other than his or her own (e.g., African American, Hispanic American, Asian American, white, Catholic, Mormon, Jewish, etc.) to discover what types of products or services are purchased because of membership in this particular group. What are
Have a student visit a toy store to observe the various types of toys that are for sale to ethnic subcultures. Have them give a report on the range of toys available and specify the intended racial or ethnic markets?
Assign students to talk to a religious professional (e.g., minister or priest) about his views toward marketing to consumers based on religious preferences. What is his opinion? Does he market his religion? If so, how? Comment on whether you agree with this policy or not.
Have students collect ads that seem to stereotype some of the age groups discussed in the chapter. Are these effective or do they turn off the intended audience?
Choose a basic product that is used by people of all age groups (soft drink, toothpaste, automobile, etc.). Identify different brands of this product that target different age groups (Gen Yers, Gen Xers, boomers, seniors). Identify key differences in the product itself as well, as in how these
What are boomerang kids?
What are some industries that stand to benefit most from the increasing affluence and vitality of the senior market?
Among Facebook’s various problems over the last few years is that some of the country’s leading employers placed recruitments ads on the platform that were limited to particular age groups. Facebook’s ability to target very specific profiles has raised concerns about potential age
Several major advertisers including Corona beer have come under fire recently for showing allegedly racist ads that favor white people over black people. In a Facebook ad for Dove body wash, a black woman removes her brown shirt and the ad then reveals a white woman in a light shirt (Dove later
This chapter discussed the dramatic changes in family structure today. The reality is that many other types of families continue to grow rapidly as well. Indeed, some experts argue that as traditional family living arrangements wane, we place even greater emphasis on siblings, close friends, and
Many parents worry about the time their kids spend online, but this activity may actually be good for them. A study by the MacArthur Foundation claims that surfers gain valuable skills to prepare them for the future. The study also finds that concerns about online predators are overblown; most kids
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. How much agreement do you obtain
One pair of researchers took an in-depth look at how 13 and 14 year old integrate the computer into their lives, and how they use it to express their cyberidentities. These tweens have limited mobility in real life (too young to drive), so they use the computer to transport themselves to other
What advice would you give to a marketer who wants to appeal to Gen Y? What are major do’s and don’ts? Can you provide some examples of specific marketing attempts that work or don’t work?
1. What other food categories or brands have rituals associated with them? If you are a participant in one or more of those rituals, do you agree with the study referenced above that this ritual increases your enjoyment of the food?2. Choose a food brand without an apparent ritual and come up with
Invite someone from the funeral industry to come to talk to the class on marketing practices in the industry. Ask students to collect literature from various funeral homes to study before the guest speaker’s visit. Have students formulate questions before the class.
Have student groups research and report on how student cultures are being affected by the spread of social networking phenomenon. Is social networking sacred or profane consumption? What are its positive and negative effects?
Go to www.marvel.com and www.dccomics.com. After visiting these two websites, have your group discuss and comment on the use of heroes and antiheroes in these two organizations’ products and websites. What magical qualities have been bestowed on the characters you have found? How are these
Invite someone from the wedding industry to come to talk to the class on marketing practices in the industry. Ask students to collect literature from various wedding-related businesses to study before the guest speaker. Have students formulate questions before the class.
Have student groups identify an American custom, more, and convention. Then, have them design a new product or service (or multiple if necessary) that would take advantage of the existence of these crescive norms.
Go to www.snopes.com. As a group, spend some time on this website. Then, choose an urban myth that you find most interesting (regardless of whether it is true or not). Apply the four interrelated functions of myths to the one that you chose. How can the concepts of binary opposition, mediating
Ask students to identify what they perceive to be a sacred place on campus. How is this place honored? Marketed? How is information about this place passed on to future students? How does the university or college use this sacred place to market the university or college? Is this proper?
Have student groups identify what they feel is the most sacred symbol on campus and establish the reasons for this. Then, have the class come together and compare their results.
Have students interview two people from two different foreign cultures. Have the students ask what major differences they see between the cultural values in their country and those in the American culture. Ask the students to explain these to the class.
Ask groups to compare a list of rituals that will probably be performed (or that were performed) at their wedding ceremony and reception. What are the marketing implications of these rituals? (It is interesting to point out the different rituals based on a religious, ethnic, or racial subculture
Ask students to describe rituals they follow when visiting a shopping mall, movie theater, or restaurant. How could marketers capitalize on these rituals?
Ask each group to design a new holiday to be implemented in the nation. This holiday should have a theme, a date for celebration, and a unique idea that could be marketed. Have the class vote on the best idea.
Have students comment on the practice of drinking while attending college. What are their opinions and perceptions of the role of drinking in the college experience? Is it ritualistic? If so, how do marketers capitalize on this ritual? If a college really wanted to discourage drinking, what would
Select a product category of interest. Develop a formal strategy to reality engineer the product. Include specific tactics relating to different components of the marketing mix.
Each student should identify and describe a possession that most people would consider ordinary, but to them is sacred. Have them describe how this sacredness developed.
Visit an upscale-fashion department store or boutique. Interview the manager about fashion. How does the manager decide on which fashion merchandise to purchase? What does he or she do with fashion merchandise once it has run its course? How does he or she know when a fashion is becoming
Go to a contemporary magazine and find illustrations of high and low culture. Indicate what type of consumers might be attracted to these different messages.
Who are innovators? Early adopters? Laggards?
What is an example of a meme?
''Disney World is a sacred place.” Do you agree? Why or why not?
In the last few years our culture has been shocked by revelations regarding sexual harassment by famous artists, actors, executives, and others as the #MeToo movement accelerated. Prominent companies including Volkswagen, Mercedes-Benz, Hugo Boss, Bayer, IBM, and Kodak had ties to Nazi Germany.
Interview people you know who collect some kind of object. How do they organize and describe their collections? Do you see any evidence of sacred versus profane distinctions?
U.S. television inspires knockoffs around the world. But to be fair, many U.S. viewers don’t realize that U.S. reality show hits such as Big Brother and American Idol started out as European concepts that U.S. producers imported. In fact, the U.K. version of Big Brother briefly went off the air
The chapter states that experience-oriented gifts (e.g., lessons) do more to strengthen the relationship between givers and receivers than do material gifts. How might a marketer in the travel industry apply this insight to his or her own efforts?
Identify the ritual elements of a football game.
Have students talk to other students at the university or college. What forms of complaint behavior do they observe? What strategies could the university or college follow to alleviate these complaints?
What is time poverty, and how can it influence our purchase decisions?
Have students employ the method of Day Reconstruction to document their own behavior for a day and report on the findings. What trends do they notice? Are there things that they found that they did not expect?
In groups, visit three or four different grocery stores, note the elements of the stores’ environment, and compare them. Based on what you have seen, make recommendations to the store manager in order to improve the retailing environment.
Go to www.bestbuy.com. The Best Buy website promises interactivity with the customer. What evidence do you find that this has occurred (if any)? Evaluate the Best Buy website as to ease of use and customer involvement. What are your impressions about the Best Buy approach? What is the company doing
What are the two dimensions that determine whether we will react positively or negatively to a purchase environment?
Have students go to a shopping mall. Have them analyze the behavior of shoppers based on observation only. Can they determine the nature of people’s reasons for shopping? Have them keep track and present the results to the class.
Student teams should go to an activity store to interview the manager. Given that the concept of the store is built around participating in the production of a good, ask the manager what benefits they perceive in this model, both from the consumer perspective and from the company perspective.
Go to www.customerssuck.com. As a group, examine accounts given by employees as to the outrageous behavior observed in retail settings. Summarize the findings. What conclusions can be made from this?
Assign each student group a competitive task. Each member of the group should attempt to get an item off Freecycle.org. The competition is: Which member of the group can come up with a free item that is worth the most? Which did the most good for the giver? Which did the most good in terms of
Have groups of students research and catalog recycling/reusing efforts in their community as part of the class project. They can think of this assignment as their contribution to public service. They can contact the local media to disseminate this information to the local public.
Have someone visit a local supermarket and question the manager regarding how shelf space is allocated. What and who determines which products are placed on the shelves, how much space they are allocated, and at what level they are displayed on the shelf?
Ask a student to relate to the class a purchase experience in which dissatisfaction resulted from the product or service purchased. Have the student tell the class how he/she reacted in terms of post-purchase dissonance. How could the seller avoid future similar incidents?
Have students interview someone older than fifty. What do they look for in a shopping environment? Compare this with your own and/or the student’s expectations. Discuss the differences.
Freecycle something. Then, take something off of Freecycle.org. Report on the experience including the feelings of giving/receiving, the benefit or value to the giver/receiver, etc.
Interview three consumers who have used a sharing economy service, such as Zipcar, Airbnb, Snapgoods, and others. How would you characterize their experiences compare to more traditional models?
People have more leisure time than ever. Why do they feel so rushed, and how can marketers address this problem?
Is the customer always right? Why or why not?
Have groups of students take a common consumable product and apply a fear appeal to promoting the product. Have the students critique the effort with respect to the material presented in the chapter on using fear appeals. Have them do the same for applying a humor appeal to a commonly serious
How do Eastern and Western cultures differ in terms of how people think about the self?
Have students consider the ethical consequences of the products and promotional campaigns produced by both the fashion industry and the fast-food industry. Have them develop their thoughts as a written assignment. Have them share their responses in class before turning the assignment in.
At the end of the day, are you what you buy?
If our possessions do indeed come to be a part of us, how do we bring ourselves to part with these precious items? Researchers find that people often take steps to distance themselves from a favored object before they get rid of it. Strategies they identified include taking pictures and videos of
Watch a set of ads featuring men and women on television. Try to imagine the characters with reversed roles (i.e., the male parts played by women and vice versa) Can you see any differences in assumptions about sex‑typed behavior?
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