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consumer behaviour

Consumer Behavior Building Marketing Strategy 11th Edition Delbert Hawkins, David L Mothersbaugh, Roger Best - Solutions

1.. Visit several company Web sites. Find and describe one that attempts to trigger problem recognition.How does it do this?
What do you think Levi’s image is among the following?What are the marketing implications of your response?a. Tween girls (aged 10 to 12)b. Tween boys (aged 10 to 12)c. Teenage girlsd. Teenage boyse. Women aged 21 to 35f. Men aged 21 to 35 g. Women aged 36 to 55 h. Men aged 36 to 55 Levi’s US
Compare Jack Link’s Web site with that of one of its competitors, Slim Jim (a ConAgra Foods brand).What learning and attitude change strategies differentiate these competitors?Beef Jerky. Boring. Not cool. Eaten by men. Not good for you. If this is what you think of beef jerky then think again.
What attitude change strategies is Clorox using to persuade consumers to buy its Green Works products?The $3 billion household cleaner market is a mature and stable market. Why did Clorox think it could introduce fi ve new products into this market? The environment. Clorox’s internal research
Which of the six environmental activism segments discussed in Chapter 3 (p. 90) does the Clorox Green Works line appeal to? Explain.The $3 billion household cleaner market is a mature and stable market. Why did Clorox think it could introduce fi ve new products into this market? The environment.
In what way is the “Green Works” name utilizing a rhetorical fi gure? Is it effective? Explain.The $3 billion household cleaner market is a mature and stable market. Why did Clorox think it could introduce fi ve new products into this market? The environment. Clorox’s internal research showed
Should Clorox engage the negative bloggers directly by blogging as well, should it simply ignore them, or should it try other indirect methods of dealing with the negative fallout?The $3 billion household cleaner market is a mature and stable market. Why did Clorox think it could introduce fi ve
Why are the endorsements of Sierra Club, the EPA, and Better Homes and Gardens so important to Clorox and the success of Green Works?The $3 billion household cleaner market is a mature and stable market. Why did Clorox think it could introduce fi ve new products into this market? The environment.
Does it affect your attitude toward Green Works to know that the Sierra Club is receiving money from Clorox? Which aspect of the attitude process is at work here?The $3 billion household cleaner market is a mature and stable market. Why did Clorox think it could introduce fi ve new products into
Clorox never in its history has put an ingredient list on its package. Now it does on Green Works. What attitude process is at work here?The $3 billion household cleaner market is a mature and stable market. Why did Clorox think it could introduce fi ve new products into this market? The
Examine the packaging for Green Works. What perceptual processes are evident in the design and in how consumers will perceive and interpret the product?The $3 billion household cleaner market is a mature and stable market. Why did Clorox think it could introduce fi ve new products into this market?
For which segment(s) do you feel that products are most likely to become part of the extended self?What are the marketing implications of this?Marketers are always trying to fi ne-tune their segmentation strategies. For example, retailers may fi nd that income is a necessary, but not suffi cient,
Which segments appear to be more motivated by functional concerns versus those motivated by the need to keep up with the latest styles and trends?What are the marketing implications of this?Marketers are always trying to fi ne-tune their segmentation strategies. For example, retailers may fi nd
Can you explain why Savvy Career Women place great emphasis on clothing and fashion, while luxury automobiles really aren’t that important?Marketers are always trying to fi ne-tune their segmentation strategies. For example, retailers may fi nd that income is a necessary, but not suffi cient,
Choose two segments which you feel would be viable but different markets for spas. Develop a marketing plan for each segment, to include core positioning statement, media venues, key product/service features, and promotional materials.Marketers are always trying to fi ne-tune their segmentation
Develop a marketing strategy for Revlon to enter the men’s cosmetics market with a complete product line.Males have three reasons for trying to look good (which, in American society, also implies looking young). First, one’s career may be enhanced by looking good, which includes being
Evaluate their use of a nutritional fact sheet from a comparative advertising viewpoint. What other attitudinal change strategies might Jack Link’s use to add more credibility to its health claims?Beef Jerky. Boring. Not cool. Eaten by men. Not good for you. If this is what you think of beef
Evaluate the use of humor in their “Messin’ with Sasquatch” ads. For which demographics do you think this approach would best work?Beef Jerky. Boring. Not cool. Eaten by men. Not good for you. If this is what you think of beef jerky then think again. Dried meat snacks, including beef jerky,
Do you believe that the Levi’s brand is as “elastic”as Levi’s executives believe it is? Or, have they“overstretched” the name with the Signature line?Levi’s US sales in 1996 were $7.1 billion. In 2001, sales had declined dramatically to $4.25 billion. Many teenagers and tweens view
Develop the “brand schema” that you think existed for the overall Levi’s brand before and after the introduction of the Signature line (i.e., an associative network map of links and nodes). What are the marketing implications of the differences?Levi’s US sales in 1996 were $7.1 billion. In
Repeat Question 4 before and after the introduction of Levi’s Eco. What are the marketing implications of the differences?Levi’s US sales in 1996 were $7.1 billion. In 2001, sales had declined dramatically to $4.25 billion. Many teenagers and tweens view Levi’s jeans as being for middleaged
Which of the six environmental activism segments discussed in Chapter 3 (p. 90) does the Levi’s Eco jean appeal to most? Explain.Levi’s US sales in 1996 were $7.1 billion. In 2001, sales had declined dramatically to $4.25 billion. Many teenagers and tweens view Levi’s jeans as being for
Given what you know about organic buyers from Chapter 3, do you think Levi’s Eco helps Levi’s with younger consumers? Explain.Levi’s US sales in 1996 were $7.1 billion. In 2001, sales had declined dramatically to $4.25 billion. Many teenagers and tweens view Levi’s jeans as being for
Do you think there is a core image of Levi’s that can survive across the wide range of prices and outlets that it operates in? What is it?Levi’s US sales in 1996 were $7.1 billion. In 2001, sales had declined dramatically to $4.25 billion. Many teenagers and tweens view Levi’s jeans as being
Should Levi’s consider a special brand for the specialty chains that cater to younger, hip consumers?Levi’s US sales in 1996 were $7.1 billion. In 2001, sales had declined dramatically to $4.25 billion. Many teenagers and tweens view Levi’s jeans as being for middleaged consumers. And while
How can Levi’s use each of the following to enhance its brand image?a. Emotionb. Humorc. Maslow’s needsd. McGuire’s needse. Brand personalityf. Self-concept Levi’s US sales in 1996 were $7.1 billion. In 2001, sales had declined dramatically to $4.25 billion. Many teenagers and tweens view
How should Levi’s market to teen consumers in each of the following ethnic groups?a. African Americanb. Arab Americanc. Asian Americand. Asian-Indian Americane. Native Americanf. White Levi’s US sales in 1996 were $7.1 billion. In 2001, sales had declined dramatically to $4.25 billion. Many
What learning approaches and principles are being used by Jack Link’s on their Web site to teach consumers about the health aspects of beef jerky? Do you think they are effective? Explain.Beef Jerky. Boring. Not cool. Eaten by men. Not good for you. If this is what you think of beef jerky then
What role do you think children play in women’s adoption of beef jerky as a household snack? How does Jack Link’s play to the needs and wants of each group in its promotions (for insight, visit their Web site at www.jacklinks.com )?Beef Jerky. Boring. Not cool. Eaten by men. Not good for you.
What brand personality dimensions (see Chapter 10) do Jack Link’s ad campaign and Web site create? Explain.Beef Jerky. Boring. Not cool. Eaten by men. Not good for you. If this is what you think of beef jerky then think again. Dried meat snacks, including beef jerky, have seen rising sales, which
What tactics has Jack Link’s used to establish its brand personality? Discuss.Beef Jerky. Boring. Not cool. Eaten by men. Not good for you. If this is what you think of beef jerky then think again. Dried meat snacks, including beef jerky, have seen rising sales, which started with the low-carb
Evaluate the attitude change strategy being used.Beef Jerky. Boring. Not cool. Eaten by men. Not good for you. If this is what you think of beef jerky then think again. Dried meat snacks, including beef jerky, have seen rising sales, which started with the low-carb craze.And while dried meat snacks
If Revlon were to enter the men’s cosmetics market, what branding strategy should it use?Males have three reasons for trying to look good (which, in American society, also implies looking young). First, one’s career may be enhanced by looking good, which includes being attractive, appearing fi
Evaluate WeddingWindow.com.
What learning approach and principle would you use to teach consumers about Hardiplank?In 1989, James Hardie Siding Products launched a line of fi ber cement home siding products. The product was guaranteed against rotting or cracking for 50 years and had a warm, textured look that vinyl siding
How would you develop a favorable attitude toward Hardiplank?In 1989, James Hardie Siding Products launched a line of fi ber cement home siding products. The product was guaranteed against rotting or cracking for 50 years and had a warm, textured look that vinyl siding could not match. For most of
Evaluate the name Hardiplank. Suggest and justify two others.In 1989, James Hardie Siding Products launched a line of fi ber cement home siding products. The product was guaranteed against rotting or cracking for 50 years and had a warm, textured look that vinyl siding could not match. For most of
Conduct a diffusion analysis from the perspective of the home buyer, and develop appropriate strategies based on this analysis.In 1989, James Hardie Siding Products launched a line of fi ber cement home siding products. The product was guaranteed against rotting or cracking for 50 years and had a
Conduct a diffusion analysis from the perspective of the builder, and develop appropriate strategies based on this analysis.In 1989, James Hardie Siding Products launched a line of fi ber cement home siding products. The product was guaranteed against rotting or cracking for 50 years and had a
Develop two ads to create a positive attitude toward Hardiplank, one using a cognitive approach and one using an affective approach. Which is best? Why?In 1989, James Hardie Siding Products launched a line of fi ber cement home siding products. The product was guaranteed against rotting or cracking
How can Hardie use emotion in marketing Hardiplank?In 1989, James Hardie Siding Products launched a line of fi ber cement home siding products. The product was guaranteed against rotting or cracking for 50 years and had a warm, textured look that vinyl siding could not match. For most of the next
Which of the four ads described above will work best? What consumer behavior theory helps you come to this conclusion?Public health officials and other concerned groups have struggled for years trying to persuade women to have breast cancer examinations and men to be checked for prostate cancer.
Evaluate the four ads in terms of their use of fear appeal. What emotional responses linked to fear do these various messages promote? What consumer factors do you think will increase or decrease the level of fear that is experienced in response to any one of the ads (holding the ad itself
Create a survey to examine the effectiveness of each of the above ad formats in inducing changes in behavioral intentions (the focal behavior is your choice, and could include such things as intentions to take vitamins, engage in daily exercise, and so on). Which format works best? Why?Public
Develop a strategy to encourage people to test for a disease or health risk factor of your choice.Public health officials and other concerned groups have struggled for years trying to persuade women to have breast cancer examinations and men to be checked for prostate cancer. The technical ability
1.. What type of online environment does Barnesand-Noble.com have?
1.. Prepare a report listing and describing several useful sites for gathering current information about ritual situations such as marriages, high school graduation, Thanksgiving, or proms.
What product position is Hardie trying to establish for Hardiplank?In 1989, James Hardie Siding Products launched a line of fi ber cement home siding products. The product was guaranteed against rotting or cracking for 50 years and had a warm, textured look that vinyl siding could not match. For
What motives should Clinique appeal to in promoting its men’s line?Males have three reasons for trying to look good (which, in American society, also implies looking young). First, one’s career may be enhanced by looking good, which includes being attractive, appearing fi t, and being energetic
How, if at all, could Revlon use the following as the basis for its appeal for a men’s cosmetic line?a. Personalityb. Emotionc. Self-concept Males have three reasons for trying to look good (which, in American society, also implies looking young). First, one’s career may be enhanced by looking
Design an ad for a line of men’s skin care products by Revlon. Explain how it will work at each stage of the perception process.Males have three reasons for trying to look good (which, in American society, also implies looking young). First, one’s career may be enhanced by looking good, which
Evaluate Clinique’s men’s product line and branding strategy. Suggest changes where appropriate.Males have three reasons for trying to look good (which, in American society, also implies looking young). First, one’s career may be enhanced by looking good, which includes being attractive,
Persuading many men to use skin care products will require a signifi cant attitude change. Which attitude change techniques would be most appropriate?Which would be least appropriate?Males have three reasons for trying to look good (which, in American society, also implies looking young). First,
What learning theories would you use to teach your target market to take proper care of their skin?Males have three reasons for trying to look good (which, in American society, also implies looking young). First, one’s career may be enhanced by looking good, which includes being attractive,
Visit one of the Web sites listed below. Is it effective at promoting its products to men? What behavior principles and assumptions does it rely on?a. Clinique ( www.clinique.com )b. Neutrogena ( www.neutrogena.com )c. Mënaji ( www.menaji.com )d. Nivea ( www.nivea.com )Males have three reasons for
Using the demographic and psychographic information provided in the case, describe the traits that would make the most desirable target market for a line of cosmetics by Revlon. Explain.Males have three reasons for trying to look good (which, in American society, also implies looking young). First,
Evaluate each of the following as a potential market for men’s grooming products. Be specifi c as to the kinds of grooming products that might be best targeted to which segment.a. Ubersexualb. Regular Joec. Marked Groucho Males have three reasons for trying to look good (which, in American
How might the emergence of the ubersexual infl uence how men’s grooming care products are marketed?Males have three reasons for trying to look good (which, in American society, also implies looking young). First, one’s career may be enhanced by looking good, which includes being attractive,
Will Hardie’s pull strategy work? Why or why not?In 1989, James Hardie Siding Products launched a line of fi ber cement home siding products. The product was guaranteed against rotting or cracking for 50 years and had a warm, textured look that vinyl siding could not match. For most of the next
What does the perceptual map say about the Saturn Astra? What should Saturn do and what marketing strategies should it use to achieve its objective?Toyota is trying to stake out a position among younger consumers with its Yaris brand. It hopes to attract 30 percent of its market share for the brand
Examine all the Web activities that Yaris is engaged in, from their Web site to the social networking presence.Do you think that Yaris is doing a good job of leveraging these tools toward their younger audience and toward their desired position? Explain.Toyota is trying to stake out a position
If your answer to Question 2 is no for the younger audience, develop a marketing strategy that would reposition the Yaris effectively. Detail all the elements of learning, attitude change, and so forth that you would use.Toyota is trying to stake out a position among younger consumers with its
From the perceptual map, explain why Yaris wants to be an exciting economy car. According to your results in question 1, has Yaris achieved its objective of achieving that position? Does it depend on the age group? Discuss.Toyota is trying to stake out a position among younger consumers with its
Develop a questionnaire to assess the perceived position of the Yaris on the two dimensions of the perceptual map. Have 5 participants from Yaris’target age group complete the survey and plot their location on the map. Repeat this with 5 participants in the 45-65 year-old age group.Hint: You
Prepare a report on the information available on the Internet concerning the percentage of the U.S.population that is in each stage of the household life cycle. Provide the addresses for all sites used.
Visit the Federal Trade Commission ( www.ftc.gov )and Better Business Bureau ( www.bbb.org ) sites.What ethical and legal issues involving marketing to children appear?
Repeat Question 1 for marital status .
Repeat Question 1 for number of children at home .
Describe the blended family .
How would the marketing strategies for the following differ by stage of the HLC? (Assume each stage is the target market.)a. Sports carsb. Scuba gearc. Power toolsd. Hair gele. Detergentf. Colleges
Interview a family with a child under 13 at home.Interview both the parents and the child, but interview the child separately. Try to determine the infl uence of each family member on the following products for the child’s use . In addition, ascertain what method(s) of confl ict resolution are
Pick a product of interest and, with several fellow students, complete enough interviews to fi ll the relevant cells in Table 6–2 using the four questions in the text (see pp. 206–207). Develop an appropriate marketing strategy based on this information.
Watch several hours of Saturday morning cartoons. What ethical concerns, if any, do they cause?
Monitor a forum, bulletin board, or blog on a topic that interests you for a week. Are the participants in this activity a group? A reference group? An online community? Opinion leaders?
Join an online social networking site of your choosing(e.g., MySpace, Facebook, Linkedin). Observe and/or participate in various activities for a week.Write a report that examines the various strategies that marketers are using on this site.
Visit the Web sites for the following and describe the fi rms’ efforts to foster brand communities.a. Joltb. Harley-Davidsonc. Jeepd. Saturne. Proctor & Gamblef. Hobie lifejackets g. NASCAR
Pick a recent innovation of interest. Prepare a report on the information available about this innovation on the Internet.
Use the DDB data (Tables 1B through 7B) to determine the characteristics of opinion leaders.Why is this the case? What are the marketing implications?
For what products are brand communities most appropriate? How can a marketer foster a brand community?
Using college students as the market segment, describe the most relevant reference group(s) and indicate the probable degree of infl uence on decisions for each of the following:a. Brand of toothpasteb. Purchase of a hybrid carc. Purchase of an iPodd. Becoming a vegetariane. Choice of a music DVD
Could an Asch-type situation be used to sell the product or activity?
Answer the following questions for ( i ) MP3 players, ( ii ) space fl ight, ( iii ) cell phone–based GPS.a. Is the product an innovation? Justify your answer.b. Using the student body on your campus as a market segment, evaluate the perceived attributes of the product.c. Who on your campus would
Have you used a blog recently? Why? How did it work? What marketing implications does this suggest?
Analyze the Roomba (robotic vacuum cleaner) in terms of the determinants in Table 7–2 and suggest appropriate marketing strategies.
Assume that you are a consultant to fi rms with new products. You have members of the appropriate market segments rate innovations on the 10 characteristics described in Table 7–2. Based on these ratings, you develop marketing strategies. Assume that a rating of 9 is extremely favorable (e.g.,
Develop an advertisement for ( i ) breath strips,( ii ) energy drink, ( iii ) upscale club, ( iv ) Habitat for Humanity, ( v ) scooters, or ( vi ) watches using the following.a. An informational reference group infl uenceb. A normative reference group infl uencec. An identifi cation reference group
Interview two salespersons for the following products. Determine the role that opinion leaders play in the purchase of their product and how they adjust their sales process in light of these infl uences.a. Cell phonesb. Golf equipmentc. Computersd. Arte. Jewelryf. Sunglasses
What are the barriers facing Starbucks as they try to“teach” people to change their consumption habits from tea and instant coffee?Asia, particularly China, is well known for its love of tea. So it may be a bit surprising how enthusiastic Starbucks is about the Chinese market. Consider the
To what extent can/should Starbucks customize their offerings to local tastes and preferences? What are the risks of extreme customization?Asia, particularly China, is well known for its love of tea. So it may be a bit surprising how enthusiastic Starbucks is about the Chinese market. Consider the
What values are involved in the Starbucks“experience”?Asia, particularly China, is well known for its love of tea. So it may be a bit surprising how enthusiastic Starbucks is about the Chinese market. Consider the following quote from a Starbucks executive:I am so excited about China right now
Examine the 10 factors that infl uence the spread of innovations using Table 7–2 (thinking now that Starbucks is still quite novel and an innovative concept as is coffee to many in China), and create a grid for the Chinese market relative to coffee and Starbucks.Asia, particularly China, is well
Based on your analysis in Question 4, what can Starbucks do to successfully encourage greater coffee consumption? Develop an advertising campaign that not only would encourage greater coffee consumption in general, but also more demand for Starbucks.Specify key themes, copy points, and
Develop a marketing strategy for taking Starbucks into smaller Chinese cities and communities. What barriers would be faced? Could they be successful?Asia, particularly China, is well known for its love of tea. So it may be a bit surprising how enthusiastic Starbucks is about the Chinese market.
Discuss the demographic, cultural, and media factors that make India more attractive for Starbucks than it was 10 years ago. Compare and contrast India and China in terms of the key elements Starbucks must address.Asia, particularly China, is well known for its love of tea. So it may be a bit
Prepare a two-page summary, accompanied by no more than four graphs, that conveys the key information in Table A to a manager.The market for oral care products is strong at $7.5 billion.However, growth is relatively slow in this mature market and companies continue to innovate to stay competitive.A
Describe the typical user of whiteners overall, gel whiteners, and whitener strips in one paragraph each.The market for oral care products is strong at $7.5 billion.However, growth is relatively slow in this mature market and companies continue to innovate to stay competitive.A recent innovation
Conduct an innovation analysis of Crest Renewal Strips using Table 7–2 as the basis. What insights does the innovation analysis provide into its probable sales growth?The market for oral care products is strong at $7.5 billion.However, growth is relatively slow in this mature market and companies
Which of the demographic factors are most relevant for developing marketing strategy for Crest Renewal Strips? Why?The market for oral care products is strong at $7.5 billion.However, growth is relatively slow in this mature market and companies continue to innovate to stay competitive.A recent
Using demographics, describe the best target market for the Crest Renewal Strips.The market for oral care products is strong at $7.5 billion.However, growth is relatively slow in this mature market and companies continue to innovate to stay competitive.A recent innovation has been the teeth
What areas of opportunity does Table A suggest for Crest to expand the total market for whiteners beyond 15 percent of the adult market? What barriers exist to adoption of whitener products by these groups?The market for oral care products is strong at $7.5 billion.However, growth is relatively

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