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business
consumer behaviour
Consumer Behavior Building Marketing Strategy 11th Edition Delbert Hawkins, David L Mothersbaugh, Roger Best - Solutions
What is behavioral targeting ?
7. What sources of information are available on the Internet ?
6. What are the primary sources of information available to consumers?
5. What roles do the evoked set, inert set, and inept set play in a consumer’s information search?
4. How does a consumer’s awareness set infl uence information search?
3. What are evaluative criteria and how do they relate to information search?
2. What kind of information is sought in an external search for information?
1. When does information search occur? What is the difference between internal and external information search?
3. Using Table 3B, specifi cally examine the relationship between consumer perceptions of being tech savvy and the three search-related variables in Question 1. What are the relationships and implications?
2. Some consumers feel more technology savvy than others. Examine the DDB data in Tables 1B through 7B to determine what characterizes one who is likely to feel tech savvy.
1. Using the DDB data (Tables 1B through 7B), describe the major determinants of the following search-related behaviors and beliefs. What are the marketing implications?a. Consult consumer reports before making major purchases.b. Information in advertising helps me make better decisions.c. The
8. Click on two banner ads for similar products.Describe where you encountered the banner ads, and evaluate each banner ad and the target site. Do you feel like behavioral targeting was being used?Explain.
7. Visit Amazon.com, epionions.com, or a similar site.Examine the product reviews provided by other customers. How useful do you think these are?What could make them more useful?
6. Use an Internet shopping service such as mysimon.com to determine the “best buy” for a product that interests you. Evaluate this process. How could it be improved? If you were actually going to make the purchase, would you buy this one or would you purchase elsewhere? Why?
5. Visit a fi rm’s Web site in one of the product categories listed below. Report on the strategies this fi rm uses (if any) to generate repeat traffic. Which strategies are most effective?a. Boatsb. Cosmeticsc. Jewelryd. Food products companye. Health care organizationf. Charities focused on
4. Find and describe a magazine ad that is particularly effective at causing readers to consult a Web site.Why is it effective?
3. Go to www.searchenginewatch.com under their search engine marketing 101 section. Examine the various resources in this section, including strategies for search engine optimization (SEO). Prepare a brief report on the various techniques involved in SEO.
2. The Conference Board and TNS jointly sponsor the Consumer Internet Barometer at www.consumerinternetbarometer.us/. Report on the various dimensions they track and the major issues and perceptions of online users.
1. The demographic composition of Internet users in the United States is changing over time as are the activities that users engage in. Go to the Pew Internet and American Life Project Web site (www.pewinternet.org). Go to the section on trends and report on how demographics and activities have
1.. Which version of the multiattribute attitude model and which attributes would you use to assess student attitudes toward the following? Justify your answer.a. Student health systemb. CVS pharmacyc. Hybrid automobilesd. Cats as petse. Jolt
1.. Visit the Lakewood Public Library Web site ( www.lkwdpl.org ). Has the library provided material and information on its Web site that will attract the city’s Urban Achievers and Bohemian Mix segments?Explain.
1.. Examine the DDB data in Tables 1B through 7B.What characterizes someone who feels that ( a )brands, ( b ) cars, or ( c ) clothing is part of his or her extended self?
What is a self-concept ? What are the four types of self-concept?
1.. How do marketers use insights about the selfconcept?
How can one measure the self-concept?
What is a peak experience ?
1.. What do we mean by lifestyle ? What factors determine and infl uence lifestyle?
What is geo-demographic analysis ?
1.. Visit Claritas’s Web site ( www.claritas.com ). Report on its PRIZM approach to lifestyle segmentation.
1.. Visit SRIC-BI’s VALS Web site ( www.sricbi.com/VALS ). Complete the survey for yourself and your parents. Are you and your parents’ classifi cations and the behaviors associated with them accurate?
1.. Develop a positively framed and an equivalent negatively framed message about a product attribute.Have fi ve students react to these messages. What do you conclude?
1.. Assume you wanted to improve or create favorable attitudes among college students toward the following.Would you focus primarily on the affective, cognitive, or behavioral component? Why?a. ASPCAb. Suzuki automobilesc. Organic eggsd. Sky divinge. Not driving after drinkingf. Using the bus for
1.. What communications characteristics would you use in an attempt to improve college students’ attitudes toward the following?a. BlackBerry deviceb. Levisc. Volunteering at a local shelterd. Gmaile. MADDf. White-water rafting
1.. Name two appropriate and two inappropriate celebrity spokespersons for each of the products or causes in Question 27.
1.. What benefi t segments do you think exist for the following?a. Live Aid concertb. NASCARc. Major art museumsd. Bluetooth earpiece
1.. Measure another student’s ideal beliefs and belief importance for the following. Examine these ideal beliefs and importance weights and then develop a verbal description (i.e., concept) of a new brand for these items that would satisfy this student’s needs. Next, measure that student’s
1.. Develop two advertisements for the following with college students as the target. One ad should focus on the cognitive component and the other on the affective component.a. Crest Whitestripsb. Toyota Priusc. Red Bull energy drinkd. Reducing smokinge. Increasing exercisef. Burger King
1.. Use Table 12–2 to measure your four self-concepts.To what extent are they similar? What causes the differences? To what extent do you think they infl uence your purchase behavior?
1.. Use Table 12–2 to measure your self-concept (you choose which self-concept and justify your choice).Also measure the images of three celebrities you admire. What do you conclude?
1.. Develop an instrument to measure the interdependent versus independent self-concept.
1.. Use the instrument you developed in Activity 35 to measure the self-concepts of 10 male and 10 female students, all of the same nationality. What do you conclude?
1.. Develop your own psychographic instrument (set of relevant questions) that measures the lifestyles of college students.
1.. Using the psychographic instrument developed in Activity 37, interview 10 students (using the questionnaire instrument). On the basis of their responses, categorize them into lifestyle segments.
1.. Find and copy or describe ads that would appeal to each of the eight VALS segments.
1.. Find and copy or describe ads that would appeal to each of the PRIZM segments discussed in the text.
Repeat Activity 40 for the Roper Starch Worldwide global lifestyle segments.
Repeat Activity 40 for the Forrester Research Technographics segments.
Visit K9-Quencher’s Web site ( www.k9-quencher.com ). What types of attitude change strategies are they utilizing? Do you think they are effective?The market for pet products and services is large and growing, with a current estimated size of $47 billion.It’s not just dry dog food anymore. Pet
What learning approach and principles would you use to teach consumers about K9-Quenchers? Is this refl ected in the company’s Web site?The market for pet products and services is large and growing, with a current estimated size of $47 billion.It’s not just dry dog food anymore. Pet owners
Develop a psychographic profi le relating to the type of person who would be most likely to purchase K9-Quenchers. That is, generate a list of attitudes, values, activities, and interests that are specifi cally related to having a dog that K9-Quencher buyers would likely possess.The market for pet
Based on the demographic data in Table A, what would be the best target(s) market for K9-Quenchers assuming they are targeting the premium market?The market for pet products and services is large and growing, with a current estimated size of $47 billion.It’s not just dry dog food anymore. Pet
Develop an ad or marketing approach to create a positive attitude toward K9-Quenchers, focusing on the following components:a. Cognitiveb. Affectivec. Behavioral The market for pet products and services is large and growing, with a current estimated size of $47 billion.It’s not just dry dog food
Develop an ad or marketing approach to create a positive attitude toward K9-Quenchers, using the following:a. Humorb. Emotionc. Utilitarian appeald. Value-expressive appeale. Celebrity endorserf. Self-concept g. Fear The market for pet products and services is large and growing, with a current
What sorts of products, if any, could K9-Quencher develop for cats? What type of branding strategy would you suggest if they made such a move?The market for pet products and services is large and growing, with a current estimated size of $47 billion.It’s not just dry dog food anymore. Pet owners
1.. Based on the extreme activity lifestyles described in the chapter opening example, develop a marketing strategy fora. A mountain resortb. Wall-climbing equipmentc. In-line skatesd. Schwinn bicyclese. Snowboardsf. Video games
1.. To which VALS category do you belong? To which do your parents belong? Which will you belong to when you are your parents’ age?
1.. How is one likely to change one’s lifestyle at different stages of the household life cycle? Over one’s life, is one likely to assume more than one of the VALS lifestyle profi les described?
Respond to the questions in Consumer Insight 12–1.
1.. What possessions are part of your extended self?Why?
1.. For each of the following products, develop one ad that would appeal to a target market characterized by predominantly independent self-concepts and another ad for a target market characterized by predominantly interdependent self-concepts.a. Red Envelope Internet storeb. Mini Cooper
1.. Use the self-concept theory to develop marketing strategies for the following products:a. The National Alzheimer Association contributionsb. Barnesandnoble.comc. Army ROTC recruitmentd. A&W root beere. Purellf. Norwegian Cruiseline
1.. How would one use VALS to develop a marketing strategy?
1.. Develop a marketing strategy based on VALS fora. Kohl’s Department Storeb. Grand Canyon Kayak vacationc. Sirius satellite radiod. Kawasaki Jet Skie. Triumph motorcyclesf. WPGA
1.. Develop a marketing strategy for each of the eight VALS segments fora. Verizon wirelessb. Vacation packagec. DeVinci Gourmet coffee syrupsd. CNNe. Facial cleansersf. Target
1.. How would one use PRIZM to develop a marketing strategy?
1.. Develop a marketing strategy for each of the Roper Starch global lifestyle segments for the products in Question
1.. What challenges do you face in trying to market these products to global market segments?
Do you think that Levi’s was correct to keep the Levi Strauss name on its Signature line? Or would it have been better off creating a completely new brand name? Present both sides of the case. Take and justify a position.Levi’s US sales in 1996 were $7.1 billion. In 2001, sales had declined
1.. Visit several company Web sites. Find and describe one that makes effective use of an appeal or theme based on the following:a. One of Maslow’s need hierarchy levelsb. One of McGuire’s motivesc. An emotional appeal
What is an emotion ?
1.. How can we type or categorize emotions?
1.. How could Maslow’s motive hierarchy be used to develop marketing strategy for the following?a. American Bird Conservancyb. Redkin shampooc. Dasani bottled waterd. Chili’s Bar and Grille. BlackBerryf. Crest Whitestrips
1.. Which of McGuire’s motives would be useful in developing a promotional campaign for the following?Why?a. Cadillac CTSb. Precision Cuts (hair salon chain)c. Nokia cell phonesd. Just for Men hair coloringe. Amazon.comf. Habitat for Humanity
1.. Describe how motivational confl ict might arise in purchasing, patronizing, or giving to, the following:a. Greenpeaceb. Priusc. Wal-Martd. Red Bull energy drinke. Taco Bell restaurantf. Home security system
What is personality ?
1.. Visit several general interest or entertainment sites on the Internet that contain ads. Find and describe an ad that uses the following:a. One of Maslow’s need hierarchy levelsb. One of McGuire’s motivesc. An emotional appeal
1.. Search for “emotional intelligence” on Google or another search engine. What do the results of this search indicate?
1.. Describe each level of Maslow’s hierarchy of needs.
1.. How do you appeal to manifest motives? Latent motives?
1.. What characteristics should humorous ads have?
1.. How would you use emotion to develop a marketing strategy for each of the following?a. Visa card useb. Scuba divingc. Orthodontistd. Silk (soy milk)e. Honda Accord Hybridf. Iceland
1.. Have fi ve students describe the personality of the following. To what extent are their descriptions similar? Why are there differences?a. Timex watchesb. Prada sunglassesc. Buickd. Macintosh computere. Cheesecake Factory restaurantf. The university bookstore
1.. Visit several general interest or entertainment sites on the Internet that contain ads. Find and describe an ad that attempts to change each of the following to help form or change attitudes:a. Affective componentb. Cognitive componentc. Behavioral component
1.. Visit several company Web sites. Find and describe one that uses one of the following to help form or change attitudes:a. Credible sourceb. Celebrity sourcec. Humorous appeald. Fear appeale. Comparative appealf. Emotional appeal
1.. Visit www.adsam.com . Go to the “Take a Survey”section, read the instructions, and take a survey that involves ratings using the AdSAM approach.Evaluate AdSAM® compared with more cognitive approaches that utilize verbal scales.
What is a benefi t segment ?
1.. How could the store atmosphere at the following be improved?a. The main library on campusb. The bank lobby near campusc. A Mexican restaurant near campusd. A convenience store near campuse. The student advising offi ce
1.. Speculate on what a matrix like the one shown in Table 13–2 would look like for the following:a. Lemonadeb. Eyewearc. Ice creamd. Shoese. Bicyclesf. Coffee
1.. Describe the consumption rituals your family has associated with the following ritual situations:a. Family birthdaysb. Summer vacationsc. Winter holidayd. Halloweene. Mother’s Dayf. Father’s Day g. New Year’s Eve
1.. Conduct a study using a small (fi ve or so) sample of your friends in which you attempt to isolate the situational factors that infl uence the type, brand, or amount of the following purchased or used.a. Health clubb. Energy barc. Movie attendanced. Volunteer worke. TV dinnersf. Audio books
1.. How does crowding affect shopping behavior?
1.. How do moods differ from momentary conditions ?
1.. What are ritual situations ? Why are they important?
1.. Discuss the potential importance of each type of situational infl uence in developing a marketing strategy to promote the purchase of (gifts to/shopping at):a. Audubon Societyb. Applebee’sc. iPhoned. Coca-Cola Zeroe. Health insurancef. Eyewear
1.. What kind of online atmosphere does each of the following have? How would you improve it?a. Honda.comb. Harley-Davidson.comc. Reebok.comd. Charities.orge. Cabelas.comf. Cheerios.com
1.. How would you determine the existence of consumer problems of relevance to a marketer of the following?a. Women’s spab. Internet retail outletsc. Online health food stored. Public librarye. Alaskan fi shing lodgef. Mountain bikes
1.. How would you activate problem recognition among college students for the following?a. United Way blood driveb. Student recreation centerc. A vegan dietd. Rooms To Goe. Using a designated driver if drinkingf. Laundry service
1.. How can a fi rm cause problem recognition? Give examples.
1.. Create a graduation gift, anniversary gift, and selfuse ad for the following. Explain the differences across the ads:a. Savings bondb. Gourmet coffee makerc. Magazine subscriptiond. Set of dishese. Blenderf. Watch
1.. Visit several general interest or entertainment Web sites that contain ads. Find and describe an ad that attempts to trigger problem recognition. How does it do this?
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