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business
consumer behaviour
Consumer Behavior Buying, Having and Being 12th Global Edition Michael R. Solomon - Solutions
Is there such a thing as personality? If so, how might you intergrate knowledge about consumer’s personality traits into a marketing strategy?
How can marketers stay on top of changes in lifesyle trends?
What is the basic philospophy behind a lifestyle marketing strategy?
How does Freud’s work on the the unconscious mind relate to marketing practice?
Go to www.victoriassecret.com. How does this famous website use enhancement of the self to attract consumers? Would you expect males to visit the site as well as females? How could the site make it easier for males to purchase from the site (remember, males make up a significant portion of sales in
What is the Big Five?
Go to www.burningman.com.Become familiar with the purpose of this festival. As a group, discuss the extent to which it is possible to achieve the purposes set forth by this organization. Discuss the irony of this?
Go to www.specialized.com. Specialized Bicycles is one of the leading manufacturers and marketers of all types of bikes. Browse their website. Give a brief description of their different product lines. How does Specialized motivate consumers to get into biking? What might Specialized do to improve
Go to www.wholefoods.com. Take some time to become familiar with the website. Describe this company and the products that they offer. Select specific examples of products that seem to target the LOHAS values segment. Are the products that might appeal to values other than those described by LOHAS?
Have each student extensively describe a consumption situation that reflects each of the following: need for affiliation, need for power, and need for uniqueness?
Have students think of examples of products or services that each of them has purchased that fit the three types of motivational conflicts found in Figure 4.1.Figure 4.1 TYPES OF REINFORCEMENT EVENT CONDITION APPLIED CONDITION REMOVED POSITIVE EXTINCTION REINFORCEMENT Effect: Removal of positive
1. Discuss the possible reasons to buy a watch today. Connect each motivation you identify with an appropriate motivational theory from the chapter.2. What does Apple really believe will motivate consumers to purchase the Apple Watch? Are there different motivations at the low versus high (luxury
Crowdfunding is a relatively new frontier for marketing and consumer behavior. The main feature of this type of business arrangement and its related marketing revolves around attracting a sufficient number of interested backers to fund the project. The reward for involvement is the eventual
Interview members of a celebrity fan club. Describe their level of involvement with the “product,” and devise some marketing strategies to reach this group?
A group of psychologists argued that we need to revise Maslow’s Hierarchy of Needs. They propose we should delete “self-actualization” from the pinnacle and replace it with “parenting.” Right below this peak, they added “mate retention” and “mate acquisition.” They claim that too
Crisis, fear and guilt are very common themes in marketing and advertising. Humanitarian disasters are the backdrops favored by charities to elicit donations. Fear of burglary or weather damage fuels home and contents insurance marketing. Gyms rely on our guilt about putting on a few pounds over
Does money buy happiness? Why or why not?
What are some strategies marketers can use to increase consumers’ involvement with their products?
What is consumer involvement? How does this concept relate to motivation?
What is mood congruency and how to advertisers use it?
What is the difference between a mood and an emotion?
What are some of the key problems with Maslow's Hierarchy of Needs?
Explain the difference between a need and a want?
Describe three types of motivational conflicts, citing an example of each from current marketing campaigns?
What is motivation and why is this idea so important to marketers?
Go to www.gogorillamedia.com Become familiar with the advertising product offerings from this company. What previously useless space is this company turning into valuable advertising space? What advertisers might be most interested in the various types of ad space options? How would each affect
Go to www.levis.com Levis Strauss is a brand that is 150 years old. However, the long dominant player in the jeans and apparel industry has struggled in recent years toregain market share that it has lost to brands that are more youthful. Visit their website and discuss what strategies the company
Go to www.BEaREP.com. Tens of thousands of new products are introduced every year. Due to various barriers to entry, the vast majority of new products fail. One company has an approach that will help new products gain exposure. What is the approach taken by BEaREP.com? Which learning theory in this
Have students identify what they think are strategic efforts by marketers to cause the consumer to forget about competitor information by interfering with new information of their own?
Ask students to observe their friends, roommates, and co-workers for an extended period to identify an incidence of modeling as it relates to a celebrity. Have them note how the four conditions of modeling are met. Is the celebrity a brand endorser? How might their behavior be positive/negative for
Ask students to visit a grocery store or a similar retail setting and discretely observe the behavior of individual shoppers and groups of shoppers for an extended period. Have them record any behaviors that they witness that could be examples of the following concepts: vicarious learning,
1. How might classical conditioning operate for a consumer who visits a new tutoring Web site and is greeted by the Web site’s avatar who resembles Albert Einstein?2. How might instrumental conditioning influence a consumer who purchases a new outfit for his avatar in a virtual world?3. Do
Choose a well-established product sold in your country. Identify its key attributes. How could the brand be leveraged? Can you suggest any brand extensions that could be developed? What about licensing? Just how far could you go with the development?
Using commercial music for advertising is nothing new, but advertisers need to be very careful with their choices, as sometimes things can g o wrong unexpectedly. In 2013, General Motors was forced to pull an advertisement for one of its Chevrolet models in China amid accusations of racism. The
Sales of retro trainer brands, food brands, board games, and even vehicles (such as the relaunch of Vespa in India) are all examples of the growth of nostalgia marketing. Nostalgia marketing taps into the memories of the consumer and sells them an idealized version of their past. According to
According to Gianfranco Zaccai of Continuum, focus groups kill innovation. He claims that in the 40 years he has been involved in the marketing industry, working with some of the most brilliant minds, he has never seen an innovation developed as a result of a focus group. He maintains that this is
How does learning new information make it more likely that we’ll forget things we’ve already learned?
How do different types of reinforcement enhance learning? How does the strategy of frequency marketing relate to conditioning?
How would you explain the terms salience and recall?
What is a schema? Give an example.
Why are retro brands so popular? What is the key ingredient that makes them successful?
How does the likelihood that a person wants to use an ATM machine relate to a schema?
List the three types of memory, and explain how they work together?
What advantages does narrative bring to advertising?
How can marketers use sensory memory?
What is external memory and why is it important to marketers?
Name the three stages of information processing as we commit information about products to memory?
Why are brand marketers concerned with stimulus discrimination?
Advertisers like to use celebrities and well-known faces to help promote their products and services. Is this a good idea?
What are the dangers of advertising wear-out, and how might a marketer avoid it?
People react to other, similar stimuli in much the same way as they responded to an original stimulus. What is this phenomenon, and how does it work?
What are the symbols of “green marketing”? Students need to review then and opine whether or not they are effective.
Visit a department store through its perfume/cologne/cosmetics section. Do the scents have enough of an appeal to motivate buying? Does it appear that each of these is appealing to the sense of smell in a strategic manner?
1. Based on the principles of attention presented in this chapter, explain why riders receive these ads so positively. Be sure to consider the possible stimulus selection factors that apply?2. It has been shown that consumers can habituate to a stimulus. Is there anything the ads’ creators should
Finding new locations for advertisements is a constant quest. Consider your own country or region. Where are advertisements appearing today where there were no advertisements in the past?
Colors and designs of products are created so that they appeal to particular target groups. Colors are used to attract male or female consumers. The design of logos and packaging are also created so that they are attractive and appealing. What is your view of the ideal color, design, and packaging
Choose one of your favorite products that you have been buying versions of for some years. How has it changed over the years? Is it better, bigger, smaller, easier to use, better tasting?
Analysts believe that augmented reality (AR) apps will be worth $5.2 billion (approximately) by 2017. This might be the case but AR will not be available to everyone. Is your country’s infrastructure ready for this next leap in technology?
The slogan for the movie Godzilla was “Size does matter.” Should this be the slogan for the United States as well? Many marketers seem to believe so. The average serving size for a fountain drink has gone from 12 ounces to 20 ounces. An industry consultant explains that the 32-ounce Big Gulp is
How does semiotics help marketers understand consumer behavior?
How do you identify a product’s object, sign (or symbol), and interpretant?
“The whole is greater than the sum of its parts.” Explain this statement?
Compare and contrast perceptual vigilance and perceptual defense?
Why is Weber’s Law a challenge for green marketers?
Identify and describe the three stages of perception?
Go to www.wholefoods.com Take some time to become familiar with the website. Describe this company and the products that they offer. Select specific examples of products that seem to target the LOHAS values segment. Are the products that might appeal to values other than those described by LOHAS?
Go to www.benjerry.com. Ben & Jerry’s Ice Cream is famous for a well-rounded mission statement and care and concern for the environment. What is their mission?What indications are there about the organization’s commitment to the environment? What values does the company try to express? How
In 2015, the UK’s Medicines and Healthcare products Regulatory Agency (MHRA) seized $22 billion worth of counterfeit medicines and devices. Amongst the drugs were slimming pills and anemia tablets. The seizure came at the end of a month-long international campaign against the illegal internet
According to a 2012 report by Enisa, the European Information Security Agency, 93 percent of consumers were concerned as to whether businesses protected the information they hold about them. According to the report, 47 percent of service providers actively use personal data as a commercial asset.
In the summer of 2013, Manchester United announced that it had agreed to an eight-year sponsorship contract with AON worth U.S. $245 million to have its name on the club’s training ground at Carrington. The deal will see the facility renamed the AON Training Complex. This was a part of a
Across Europe, lawyers estimate that around 10 million consumers are entitled to $5 billion in compensation from airline companies. The reason for the compensation claim is for when their flights have either been delayed or cancelled, unless this was due to extraordinary circumstances out of the
What is LOHAS, and how is it significant to marketers?
Why is market access an important aspect of consumer well-being? What are some important reasons why consumers can experience limited market access?
In what ways is corporate social responsibility different from social marketing?
What is green washing, and is it ethical? Are consumers likely to be convinced?
What are the main features of consumer space, and does it actually work as a methodology?
Why should companies encourage consumers to complain? How can this benefit the business?
What are business ethics, and why is this an important topic?
The economics of information perspective argues that advertising is important. Why?
Go to www.moveon.org. What is the main variable that this site uses to segment the American public? What is the resulting segment to which this site is attempting to appeal? Extensively, describe this segment in terms of demographic and psychographic variables. What issues seem to be raised on this
Have students identify examples of consumer-product relationships in society or in their own lives. The text identifies four specific types: self-concept attachment, nostalgic attachment, interdependence, and love. Have students come up with an example of each of these?
1. What are the most likely consumer market segments for robots? Which consumer charactersitics would be important to determine these market segments? What types of roles do you envison robots playing for these consumers?2. Reflect on the value of FRT as a marketing tool. Give one example that
National marketers will often adapt the ways in which they market and promote products and services on a geographical basis. Is this the case in your country? Discuss with a company example.
PricewaterhouseCoopers (PwC) carried out an extensive survey of 6 continents, 19 territories, and 19,000 online shoppers for their Total Retail 2015 survey. It revealed what many had predicted for some years, that the shift from high street retail to online retail was still gathering pace and
Businesses using social media as a means by which they can seem relevant and present in the lives of their consumers have seen some tremendous successes. Some, however, have exposed themselves to threats they could not have imagined and have suffered huge losses in consumer perception. Yet, it
Individuals can have different relationships with brands and products. It is suggested that an individual can have a self-concept attachment, a nostalgic attachment, interdependence, or love. Choose eight to 10 brands or products that you use and comment on whether you feel any of these attachments
Each country or region will have a core of products and services that are consumed. Collectively, the consumption of these infers some kind of group bond. Identify examples of these specific products and services and comment on how they help to maintain group bonds?
What are the major differences between the positivist and interpretivist paradigms in consumer research?
“people often buy products not for what they do but for what they mean. “ Explain the meaning of this statement and provide an example?
Name two different disciplines that study consumer behavior. How would their approaches to the same issue differ?
How could interdisciplinary research in consumer behavior explain the profile of a national newspaper or television news channel?
Have traditional patterns of consumption been radically changed by globalization?
Identify the three stages of the consumption process?
How practical and useful is database marketing for most businesses?
Why do some marketers embrace the concept of relationship marketing?
How would you define a consumer?
What are consumption communities? Give three examples of consumption communities.
What are demographics? Give three examples of demographic characteristics.
Provide a definition of consumer behavior?
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