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consumer behaviour
Consumer Behavior Buying, Having and Being 12th Global Edition Michael R. Solomon - Solutions
How are attitudes toward luxury categorized according to SRI Consulting Business Intelligence?
What is income inequality, and why is it a problem?
Is income alone a good determinant of social class?
What is the significance of lower fertility rates in higher- and middle-class families?
Explain what is meant by achieved versus ascribed status?
Visit www.aarp.com and determine the issues of the senior citizen segment. Are there any to which marketers need to pay attention? Determine how marketers can address them?
Go to www.seventeen.com/cosmogirl and www.cosmopolitan.com. How are these two sites different? What are their two target markets? What messages and values are being transmitted by the two websites? How can age and gender be combined by marketers to ensure success? Find two illustrations on the two
Go to www.mtv.com. MTV has been around for a long time. Did you watch it when you were a teen? How has it changed? What new strategies is the organization using to reach its target market of today? Where will the organization be heading in the future? How could it keep its customers and viewers
Go to www.alloy.com and www.teensplatform.com. These are portals geared toward teens. How do these sites differ from Yahoo or Google for information search, ecommerce, and the presentation of other information?
Go to www.margaritaville.com, www.fblegacy.com, and www.anime.com. What techniques learned in the chapter is used by these websites to attract their audiences? What evidence of ethnicity do you observe? Is there anything “cultish” about the websites? If so, is that bad? Explain. How could these
Go to www.catholic.org, www.lds.org, www.scientology.org,and www.baptist.org.Each of these sites expresses thoughts about religion and religious freedom. What techniques do the sites use to stimulate their audiences to follow their messages and commit to participation? How can marketers use
Go to the following: www.bet.com, www.jetmag.com, www.ebony.com, and www.vibe.com. What do these African American interest websites have in common? How do they use desire for ethnicity to their advantage? Would members of other races be attracted to these sites? If so, why? State your general
Have groups find good and bad examples of advertising targeted toward “seasoned citizens.” To what extent do these ads stereotype the elderly? Do you think that the elderly would like or resent the implications? Are there any elements in these ads that make them effective in reaching and
Have groups prepare a list of holidays that are oriented toward a particular subculture (e.g., Cinco de Mayo, Martin Luther King’s birthday, Passover, Easter, St. Patrick’s Day, etc.). Now have them ask a few people if they celebrate or commemorate these holidays. What are the marketing
Ask students to use a product example (i.e., food products, automobiles) to illustrate how the marketer might promote to youths to take advantage of the influence they exert on family purchase decisions?
Given that college students are tech-savvy, they can research and catalog some of the viral marketing efforts implemented by marketers. Are these effective in reaching them? If yes, why and if not, why? What can be done to improve the strategies?
1. Some criticize the actions of companies that try to align themselves with the values and views of subcultures as simply moves to make more money rather than attempting to make a social statement. What is your evaluation of this criticism?2. Is there a point at which a subculture becomes so
Interview some retired people. How are they reconstructing their identities? What opportunities do their desires present for marketers?
Authenticity and evolution are the two key words when a brand is tackling the notoriously fickle teen market. A teen chooses to eat, sleep and breathe a particular lifestyle for a brief time, and the brand needs to connect with this in an authentic way. A teen can always spot a fake brand based on
The human race has been on the move for countless generations. The process of acculturalisation describes the process of adapting to or adopting traits from another culture. Populations can even shift from one continent to a new one. Is this process more difficult for these people compared to a
The Cornetto ice cream brand in Malaysia was losing market share to local brands. Internationally, Cornetto’s advertising message revolved around love, but in Malaysia they merged love with a four-part story centering on the ghost characters Po and Langto attract the high-consumption teen market
Discuss the pros and cons of the voluntarily childless movement?
The United Kingdom is amongst one of the many countries that do not overtly ban advertising that is likely to cause offense to certain religious groups. Extreme cases would not be authorised for broadcast or print and could well be subject to criminal proceedings. Instead, the United Kingdom’s
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?
What is geodemography? Is it straightforward to apply it to any market or country?
What are the rules of engagement for young consumers?
How important is the global youth market? Suggest products and services they would want to use.
Can children be considered “consumers-in-waiting”?
What are boomerang kids?
Is it true that religious, cultural, or traditional events impact consumption?
What is acculturation? How does it differ from enculturation?
What is deethnicization? Give an example.
How do marketers market products and services to ethnic subcultures?
One important subcultural difference is how abstract or literal the group is. What are the distinctions?
Go to www.hairclub.com. One of the great problems facing men in our day and age is the prospect of going bald. How does the Hair Club for Men play to male fears? How do they use opinion leaders to persuade prospective customers to try their products? What do you think of the organization’s
Describe how opinion leaders can be formed and found on the Internet. Describe the advantages and disadvantages of using opinion leaders on the Web. How would this form of opinion leadership be different from any other form of opinion leadership (if at all)?
Have a student think about some goods and services that he/she has purchased recently. To what extent did word-of-mouth communication influence purchases?
Who are the fashion opinion leaders in your country? How do they match up with the desired profile for such leaders?
In 2013 in the United Kingdom, Channel 4’s program Dispatches featured an investigation into brands buying social media interactions. The episode resulted in calls for immediate action to stop the practice. The documentary discovered that low-paid workers in Bangladesh were being used as “click
SureBzz claims it is the first and leading word-of-mouth marketing service in India. The business works by creating a community of “SureBzzers.” This community is then used to spread the word about a brand, product, or service to other consumers. SureBzz uses demographic and behavioral data
McCann Worldgroup manages over 50 brand community pages with over 4 million fans. None of the communication strategies are exactly the same. The focus of the efforts is the same, to make sure that a fully integrated campaign creates and maintains an engagement between the brands and the consumers.
The Rio Olympics 2016 once again proved that major sporting events would struggle to attract the necessary finance and backing if it were not for the brands that sponsor them. Brand owners know that the Olympic Games constitute arguably the most effective international marketing opportunity in the
A recent sociometric study on obesity (similar to the one we read about regarding clusters of smokers) provides a striking example of how our social networks influence what we do. The researchers analyzed a sample of more than 12,000 people who participated in the Framingham Heart Study, which
How does the Principle of Least Interest relate to your success in a romantic relationship?
Define conformity and give an example of it. Name three reasons why people conform?
What is FOMO, and why might it be important?
How do you find a suitable opinion leader?
What is Klout, and how is it measured?
Could a marketer create a generalized opinion leader?
What is meant by homophily?
What is buzz building, and how does it work?
Visit www.customerrespect.com/ and learn about what they do about treating online customers. Is this service necessary?
Go to www.bananarepublic.com and www.oldnavy.com. Have your group compare these two websites as to online atmosphere. Next, if possible, go to a Banana Republic and Old Navy store to determine the differences between in-store atmospheres. Comment on what you find. How have the two organizations
Go to www.starbucked.com. What is the overall purpose of this website? Based on the information given on this website, discuss how consumers can become so dissatisfied that they would create or participate in such a website. Give examples of the different possible courses of action for reacting to
Faculty often gets free textbooks from publishers in order to review and possibly prescribe them for their courses. Book buyers come by faculty offices to get books (sometimes, instructor copies), which are then “recycled” into the aftermarket. Is this activity ethical? Does this help keep the
Think of a time when you had to get rid of something that had been significant to you. Analyze this situation in terms of divestment rituals?
Many consumers have become more interested in conserving than in “throwing away.” Have students think of ideas they have for creative recycling. Then, see if they can figure out ways to profitably market these ideas to the public?
Ask a student to visit competing discount houses, supermarkets, department stores, or specialty shops in your area and describe the image they have of each store. What factors account for the image differences? For the poorest image store, design a strategy for upgrading its image.
1. Evaluate the shopping experience at Jordan’s. Why is it so successful? Be sure to consider how they have incorporated concepts related to physical and social surroundings, as well as atmospherics. Is there any downside to this approach to retailing?2. Do you think the appeal of Jordan’s and
A Nielsen survey in 2015 showed that 60 percent of consumers browsed online before they made a purchase in-store. However, 51 percent of consumers browsed in-store and then went home to make their purchase online. Carry out a survey with friends and family. Are their practices similar? Why do they
Go to www.casino.com. Become familiar with the concept of prospect theory. Spend some time as a group on this or other online gambling websites. What examples do you find of applying prospect theory?
Go to www.peapod.com. Online grocery is alive and well. Although most grocery purchases that we make fall into the category of habitual decision-making, somehow, this concept is working for some people. Spend some time on this site and assemble a grocery order. What are the pros and cons of using
It is often revealing when a student interviews a manager of a local retail store to determine how the store is attempting to meet the consumer’s need for information. After the interview, suggest that the student use powers of observation to determine how effective the approach seems to be?
1. How does Tesla Motors’ marketing strategy connect with the changes going on in the consumer decision journey today? Do you believe that they can be successful over the long-term with this kind of an approach? 2. The chapter identifies three different categories of consumer decision
Can you replicate Richard’s decision-making process as he chose a TV brand for other consumers or other products? Create a grid for a different product category that lists available brands and the features each offers. Present this grid to several respondents and ask each to talk aloud as they
There is an increasing trend toward using crowd sourcing as a research and development tool. According to Gartner, by 2017 around 75 percent of all product development capabilities carried out by consumer goods manufacturers will be derived from crowd sourcing. Their predictions went on to suggest
Research supports the argument that the way we pay for a product changes the way we perceive it. More specifically,credit cards prime people to focus less on the costs of the item and more on the benefits. Using plasticdecouples the expense of the purchase so we tend to buy more when we can charge
It’s increasingly clear that many postings on blogs and product review Web sites are fake or are posted there to manipulate consumers’ opinions. How big a problem is this if consumers increasingly look to consumer-generated product reviews during the stage of information search? What steps, if
Visit www.izod.com. Is a multi-attribute model a good one to apply to this product to explain how attitudes are formed? Why or why not? Suggest an alternative model?
Have students produce an example of some type of promotion used for each of the principles of reciprocity, scarcity, authority, consistency, liking, and consensus?
1. Describe Cream Silk’s promotion within the context of the multi attribute model: Which attribute(s) were central to the promotion and how does the model explain what they company was trying to accomplish with the “Human Hair Quartet?” What limitations might this model have for predicting
According to this chapter, “Just like novelists, poets, and artists, marketers are storytellers.” To what extent can this be taken seriously? There is certainly a case for it when you consider the fact that communications can often take the form of stories, as they need to illustrate an
The elaboration likelihood model (ELM) assumes that under conditions of high-involvement, we take the central route to persuasion. What does this mean, and how does it work?
UK-based Reverse Graffiti specialise in guerrilla marketing. They sell DIY Snow Graffiti packages for under $300. The package includes a stencil, a biodegradable spray maker, and a pair of latex gloves, and a full set of instructions. Is guerrilla marketing really vandalism under an assumed title?
Research featured in the Journal of Consumer Psychology would seem to suggest that chewing gum or eating makes a consumer completely immune to the effects of advertising. Most advertising relies on fairly simple features, such as a powerful and memorable message or, in many cases, by repeating the
Watchdog groups have long decried product placements because they blur the line between content and advertising without adequately informing viewers. The networks themselves appear to be divided on how far they want to open the gate. According to one study, the effectiveness of product placement
Devise an attitude survey for a set of competing automobiles. Identify areas of competitive advantage or disadvantage for each model you include?
Discuss some conditions that would cause you to advise a marketer to use a comparative advertising strategy?
Should corporations use their activities in the field of CSR as marketing tools? Is the point of CSR to be a better corporate neighbor rather than a tool to market products and services?
What do you understand by sock puppeting? Is it ethical?
Jeff Chown and Mick Carter of Davie Brown Entertainment work with brands such as AT&T, Gillette, Nokia, and Pizza Hut. They try to match these major brands with the world’s most popular celebrities and sports stars. They use a celebrity database index to look at consumer perceptions of
Google updated its terms of service to allow shared endorsements though it’s likely most users don’t read these terms too carefully. Not everyone is thrilled about finding out his or her comments appear in an ad without giving explicit permission. Users who claimed the company had not
Against the backdrop of Chinese consumers’ fear of buying contaminated food, a new industry emerged in 2013. Online suppliers promised products directly from the farm. This followed a food scare surrounding contaminated rice and cooking oil. Two of the new businesses, COFO Ltd. And Shunfeng
Across the globe there is a growing demand for free mobile phone content, mainly in the form of apps. In turn, this is having a marked influence on mobile advertising. The biggest increase in mobile advertising is taking place in the Asia Pacific region. According to the analyst firm Gartner, the
Corporate sponsorship of universities in the U.S. and the U.K. is commonplace; the sponsored universities have attracted millions of dollars. Chinese universities are following suit. However, this process was strongly criticized following the sponsorship of a building at Tsinghua University in
The Federal Trade Commission recently sponsored a conference on “Blurred Lines: Advertising or Content?” that reflects the agency’s concerns about the resemblance between native ads and “real” articles. The chapter discusses the problem of sock puppeting where executives masquerade as
Describe the Elaboration Likelihood Model, and summarize how it relates to the relative importance of what is said versus how it’s said?
What is the difference between a lecture and a drama?
Visit both www.macaronigrill.com and www.dennys.com. Have your group analyze the approaches that both of these websites have taken to appeal to their target markets. What elements and cues in these websites reflect the principles contained in this chapter on social status?
Go to www.burtsbees.com. How does this site use lifestyle marketing to its advantage? What lifestyle would be most associated with the products shown on this site? After reading the history of the founders, how were the founders able to project their own lifestyles into the products produced by the
Assign groups of students to go to an airport (or other location where they will find lots of foot traffic) to people watch. Have them classify as many people as possible according to social class based on the appearance and behaviors of individuals. Have the class as a whole discuss their results.
Ask a student to bring in an ad in which the brand being marketed was at one time a status symbol, but fell out of fashion for a time (e.g., Cadillac, Parker Pen, Izod-Lacoste, etc.). Have the student discuss whether the ad still attempts to create that perception. What new product, if any, has
This chapter mentions that psychographic analyses can be used by politicians to market themselves. What are some of the marketing strategies and techniques used by politicians in recent elections? Did the candidates design special appeals to attract the attention of special target markets? What
Ask students to list three products that seem to have personalities. Describe the personalities. What types of people buy these products? Is there a match between the consumer’s personality and that of the brand or product?
Have each student characterize three different people that they associate with (friends, coworkers, classmates, family members, etc.) based on traits (trait theory). Each of the three should be distinct. How could an advertiser use this information?
Ask students to examine advertisements and determine which appear to be Freudian or Neo-Freudian in nature. How is this determined? What were the messages in the advertisements?
1. Based on your understanding of the personality attributes influencing consumer behavior, describe how consumers identify themselves with the brand personality of Red Bull? What goals and values are the consumers of Red Bull trying to achieve?2. Discuss how Red Bull can be considered a lifestyle
Products and services exist in a carefully created ecosystem of complementary products and services. Each one influences the demand, sales and price of the others. What are a gym’s complementary products and services?
Taking your own country as an example, how would you link values to consumer behaviour?
The Great Recession is over, so things are looking up for many consumers. Still, is frugality the “new normal” or will many of us revert to the free-spending days before the bubble burst in 2008?
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