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consumer behaviour
Consumer Behavior Building Marketing Strategy 11th Edition Delbert Hawkins, David L Mothersbaugh, Roger Best - Solutions
Which ethnic groups are more inclined to use whitener products? For each ethnic group listed, develop an advertising campaign including key positioning statement (how you want your brand to be perceived), and key advertising elements, such as spokesperson, copy points, and other symbolic
Do an HLC analysis relating to age and household structure. What aspects emerge that help explain why consumers of various age groups and marital status are more or less likely to use whiteners?The market for oral care products is strong at $7.5 billion.However, growth is relatively slow in this
What do you feel are the major barriers to growing the whitening market overall? Discuss how these might be overcome.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
Beyond income, can you see other barriers to selling cars to consumers in developing countries where 80 percent have never owned a car? Be as specifi c as you can about the consumer behavior–related barriers, including culture, values, new-product adoption, etc.In 1999, Renault bought Romanian
Based on your answer to Question 1, develop an action plan for Renault that would help overcome these barriers.In 1999, Renault bought Romanian automaker Dacia.The idea was to retool the plant and manufacture an ultra-low-priced automobile that would be attractive to consumers in developing
Do you think the Logan would be successful in the United States? If Renault thought it could be successful, would it make sense for them to put resources here given their goal of 1 million units per year worldwide?In 1999, Renault bought Romanian automaker Dacia.The idea was to retool the plant and
Develop an advertising campaign to market the Logan in the following countries. Be specifi c with respect to core theme, copy points, and visuals.Detail the role you think different media (e.g., TV, print, radio, mobile phone, Internet) might play in these different countries.a. Russiab. Indiac.
Do you think a branding strategy that includes Renault’s name (e.g., Logan by Renault) is wise?What are the potential risks and benefi ts?In 1999, Renault bought Romanian automaker Dacia.The idea was to retool the plant and manufacture an ultra-low-priced automobile that would be attractive to
What sorts of word-of-mouth strategies might be effective in marketing the Logan?In 1999, Renault bought Romanian automaker Dacia.The idea was to retool the plant and manufacture an ultra-low-priced automobile that would be attractive to consumers in developing countries where 80 percent have never
As incomes in the developing countries increase, do you expect these consumers to continue to have strong demand for ultra-low-priced cars such as the Logan?In 1999, Renault bought Romanian automaker Dacia.The idea was to retool the plant and manufacture an ultra-low-priced automobile that would be
Review materials on Offi ce Depot’s Web site (www.offi cedepot.com) pertaining to their environmental stewardship efforts, including their ongoing reports.Prepare a report that details accomplishments that Offi ce Depot has made relating to its 10 guiding principles. How would you judge Offi ce
Based on your review in Question 1, do you think that consumers are generally aware of the positive things that Offi ce Depot does? If not, should it more heavily promote these positive activities? If it decided to do so, how should it go about it?In 2004, Offi ce Depot issued its fi rst annual
What effect does PricewaterhouseCoopers’ auditing have on your overall evaluation of Offi ce Depot’s efforts in the area of the environment?In 2004, Offi ce Depot issued its fi rst annual Environmental Stewardship Report . It was audited by an independent third party, namely, the sustainability
Offi ce Depot argues that being “green” makes both environmental and business sense. What consumer values does environmental stewardship tap into, and how do you think these can translate to the “bottom line” of businesses?In 2004, Offi ce Depot issued its fi rst annual Environmental
Develop promotional materials that would help Offi ce Depot achieve its goal of “promotion and development of markets for environmentally sound products” to a consumer target market.In 2004, Offi ce Depot issued its fi rst annual Environmental Stewardship Report . It was audited by an
What type of innovation is the new Rede Golf adhesive-backed cleat? Evaluate it as an innovation using Table 7–2 as a structure.Golf is a sport with a uniform. One part of that uniform is shoes. Not just any shoes to be certain. Golf requires powerful moves and solid footing. Professional golfers
How can the fi rm use opinion leaders to help their PRO LINE Round Savers succeed?Golf is a sport with a uniform. One part of that uniform is shoes. Not just any shoes to be certain. Golf requires powerful moves and solid footing. Professional golfers wear shoes with metal cleats or spikes for the
How can the fi rm use reference group infl uence to help their PRO LINE Round Savers succeed?Golf is a sport with a uniform. One part of that uniform is shoes. Not just any shoes to be certain. Golf requires powerful moves and solid footing. Professional golfers wear shoes with metal cleats or
What values will help this product succeed?Golf is a sport with a uniform. One part of that uniform is shoes. Not just any shoes to be certain. Golf requires powerful moves and solid footing. Professional golfers wear shoes with metal cleats or spikes for the most effective traction. Amateurs tend
Would you target professionals or amateurs?How would your approach differ between the two groups?Golf is a sport with a uniform. One part of that uniform is shoes. Not just any shoes to be certain. Golf requires powerful moves and solid footing. Professional golfers wear shoes with metal cleats or
What demographic groups would you target?Golf is a sport with a uniform. One part of that uniform is shoes. Not just any shoes to be certain. Golf requires powerful moves and solid footing. Professional golfers wear shoes with metal cleats or spikes for the most effective traction. Amateurs tend to
Develop an advertisement for Rede Golf’s PRO LINE Round Savers. Be sure to articulate the advantages of the product and also utilize reference group infl uence.Golf is a sport with a uniform. One part of that uniform is shoes. Not just any shoes to be certain. Golf requires powerful moves and
How would you market the Rede Golf’s PRO LINE Round Savers in these countries?a. Japanb. European Unionc. Mexico Golf is a sport with a uniform. One part of that uniform is shoes. Not just any shoes to be certain. Golf requires powerful moves and solid footing. Professional golfers wear shoes
Is the Mosquito Magnet an innovation? If so, what type?Female mosquitoes bite humans and other creatures to acquire blood for the protein they need to lay eggs. They are attracted to humans by the carbon dioxide and other compounds in their breath as well as body heat, moisture, and organic
Conduct an innovation analysis on the Mosquito Magnet, and develop appropriate marketing strategies based on this analysis.Female mosquitoes bite humans and other creatures to acquire blood for the protein they need to lay eggs. They are attracted to humans by the carbon dioxide and other compounds
Based on your innovation analysis in Question 2, provide an explanation for why the Mosquito Magnet is still in the early phases of the adoption cycle despite its having been on the market for some time.Female mosquitoes bite humans and other creatures to acquire blood for the protein they need to
Examine the fi rm’s Web site at www.mosquitomagnet.com. Are they using any cutting-edge technology online to encourage buzz or WOM? How can the fi rm encourage word-of-mouth communications about the Mosquito Magnet?Female mosquitoes bite humans and other creatures to acquire blood for the protein
Who do you think the opinion leaders will be for this product, and how can the fi rm use them?Female mosquitoes bite humans and other creatures to acquire blood for the protein they need to lay eggs. They are attracted to humans by the carbon dioxide and other compounds in their breath as well as
What, if any, values are relevant to marketing this product?Female mosquitoes bite humans and other creatures to acquire blood for the protein they need to lay eggs. They are attracted to humans by the carbon dioxide and other compounds in their breath as well as body heat, moisture, and organic
List the top fi ve countries outside the United States in order of their attractiveness as an export market for this product. Justify your selection.Female mosquitoes bite humans and other creatures to acquire blood for the protein they need to lay eggs. They are attracted to humans by the carbon
Which family members will be involved in the purchase decision? What roles will they play?Female mosquitoes bite humans and other creatures to acquire blood for the protein they need to lay eggs. They are attracted to humans by the carbon dioxide and other compounds in their breath as well as body
What are the opportunities and challenges facing housing lenders and real estate agents across ethnic subcultures?Fannie Mae was established in 1968 and provides fi nancial products and services that help low-, moderate-, and middle-income households buy homes. Its goal is to increase home
Based on the information in Tables A, B, and C, develop an overall marketing strategy for targeting each of the following groups:a. African Americansb. English Hispanicsc. Spanish Hispanics Fannie Mae was established in 1968 and provides fi nancial products and services that help low-, moderate-,
Based on the information in Tables A, B, and C, develop advertising campaigns including (i ) overall positioning strategy and core theme, (ii ) key advertising copy points, (iii ) visual elements, and(iv) key media outlets for:a. African Americansb. English Hispanicsc. Spanish Hispanics Fannie Mae
Based on the information in Tables A, B, and C, develop training materials for lenders and real estate agents to enhance their interactions with consumers from various ethnic backgrounds. Analyze lenders and real estate agents separately, and develop materials relating to both verbal (written and
The campaign focused primarily on children, with limited attention to parents. Teachers and other potential infl uencers were not directly targeted.What do you think is the appropriate balance among these groups? Why?In the mid-60s, less than 5 percent of children aged 6 to 11 or 12 to 19 were
Is the positive approach better than the negative approach in this situation? Why?In the mid-60s, less than 5 percent of children aged 6 to 11 or 12 to 19 were signifi cantly overweight. By the end of the century, the percentage for both groups was approaching 15 percent. A diet rich in high-fat,
Describe a series of three positive-lifestyle ads you would use to encourage physical activity among 9-to 13-year-olds.In the mid-60s, less than 5 percent of children aged 6 to 11 or 12 to 19 were signifi cantly overweight. By the end of the century, the percentage for both groups was approaching
Describe a series of three warning ads you would use to encourage physical activity among 9- to 13-year-olds.In the mid-60s, less than 5 percent of children aged 6 to 11 or 12 to 19 were signifi cantly overweight. By the end of the century, the percentage for both groups was approaching 15 percent.
Describe a series of three positive-lifestyle ads targeting parents that you would use to encourage physical activity among their 9- to 13-year-old children.In the mid-60s, less than 5 percent of children aged 6 to 11 or 12 to 19 were signifi cantly overweight. By the end of the century, the
Describe a series of three warning ads targeting parents that you would use to encourage physical activity among their 9- to 13-year-old children.In the mid-60s, less than 5 percent of children aged 6 to 11 or 12 to 19 were signifi cantly overweight. By the end of the century, the percentage for
Describe how each of the following fi rms’ product managers should approach the ( i ) Catholic,( ii ) Protestant, ( iii ) born-again Christian,( iv ) Jewish, ( v ) Muslim, and ( vi ) Buddhist subcultures.a. Red Bullb. Wendy’sc. NBAd. Maxim magazinee. The United Wayf. Dell laptops g. eBay.com h.
Select one product, service, or activity from each category in Table 5–2 and explain the differences in consumption for the item across the regions shown.
Examine several magazines. Copy two ads that do a good job of encouraging the reader to visit a Web site. Justify your selection using the principles of perception described in this chapter.
Visit one of the following Web sites. Evaluate the site on the principles of perception covered in this chapter.a. www.vonage.comb. www.skyy.comc. www.toyota.comd. www.cyberpet.com
Visit several company Web sites until you fi nd one that you feel makes effective use of the principles of perception that we have covered and one that violates these principles. Provide the URL of each and justify your selections.
Examine the DDB data in Tables 1B through 7B.What characterizes a person who avoids buying products advertised on shows with sex or violence ? Why is this the case? What does it suggest about the importance of programming context ?
What are zipping, zapping, and muting ? Why are they a concern to marketers?
What is meant by attention ? What determines which stimuli an individual will attend to? How do marketers utilize this?
What stimulus factors can be used to attract attention?What problems can arise when stimulus factors are used to attract attention?
What is adaptation level theory ?
What impact does program involvement have on the attention paid to commercials embedded in the program?
What is meant by hemispheric lateralization ?
What is meant by subliminal perception ? Is it a real phenomenon? Is it effective?
What is meant by interpretation ?
What is the difference between cognitive and affective interpretation?
What is the difference between semantic and psychological meaning?
What is sensory discrimination ? What is a just noticeable difference (j.n.d.) ?
What is a consumer inference ? Why is this of interest to marketers?
How does a knowledge of information processing assist the manager in the following?a. Formulating retail strategyb. Developing brand names and logosc. Formulating media strategyd. Designing advertisementse. Package design and labels
What is co-branding ? Is it effective?
How can rhetorical fi gures enhance attention?
What is a smart banner ? How does this relate to selective attention?
What is fi gure–ground ?
What ethical concerns arise in applying knowledge of the perceptual process?
How could a marketing manager for the following use the material in this chapter to guide the development of a national advertising campaign (choose one)? To assist local retailers or organizations in developing their promotional activities? Would the usefulness of this material be limited to
Hershey recently created a line of upscale chocolates called “Cacao Reserve by Hershey’s. ”The company created fancy packaging, priced the product at the high end, and did little mass marketing for its new product. Initial sales were disappointingly slow even though the premium chocolate
Pick three brand names that utilize a morphemic approach and three that utilize a phonetic approach.Are the morphemes and phonetics consistent with the overall positioning of these brands?
Develop a brand name for ( a ) an MP3 player, ( b ) an R&B music store, ( c ) an Internet grocery shopping service, ( d ) a national magazine for adults over 50, or ( e ) a pet-walking service. Justify your name.
Develop a logo for ( a ) an MP3 player, ( b ) an R&B music store, ( c ) an Internet grocery shopping service, ( d ) a national magazine for adults over 50, or ( e ) a pet-walking service. Justify your design.
Evaluate the in-text ads in Illustrations 8–1 through 8–10. Analyze the attention-attracting characteristics and the meaning they convey. Are they good ads? What risks are associated with each?
Develop three co-branded products: one that would be benefi cial to both individual brands, one that would benefi t one brand but not the other, and one that would benefi t neither brand. Explain your logic.
Respond to the questions in Consumer Insight 8–2.
Find an ad that you feel might mislead consumers through a claim–belief discrepancy. What inference processes are you assuming?
Find and copy or describe examples of advertisements that specifi cally use stimulus factors to attract attention. Look for examples of each of the various factors discussed earlier in the chapter, and try to fi nd their use in a variety of promotions. For each example, evaluate the effectiveness
Repeat Question 40, but this time look for advertisements using individual factors.
Interview three students with a DVR about their behavior during television breaks when watching prerecorded programming. Do they watch any ads?Why? What do you conclude?
Visit one of the following Web sites. Evaluate the site in terms of its application of learning principles.a. www.chipotle.comb. www.motorola.comc. www.dior.comd. www.joltenergy.com
Visit several company Web sites until you fi nd one that you feel makes particularly effective use of one or more of the learning theories we have covered and one that makes very little use of these principles. Describe each and justify your selections.
Evaluate the following three Web sites in terms of their ability to create/support a good brand image and product position.a. www.minicooper.orgb. www.toyota.com/yaris/c. www.bmw.com
What is learning ?
What is memory ?
Defi ne short-term memory and long-term memory.
Defi ne modeling.
How would you determine the best product position for the following?a. A candidate for student body president at your universityb. A cell phone targeting childrenc. A local animal shelterd. A line of power tools targeting womene. A brand of toothpaste
Describe the brand images the following “brands”have among students on your campus.a. BlackBerry Smart Phoneb. Your student governmentc. Coca Cola Zerod. Toyota Prius Hybride. The United Wayf. Vegan
How would you teach teenagers an eating script that involved consistently washing one’s hands fi rst? A script for use of seat belts?
Develop a campaign to reduce the risk of AIDS for students on your campus by teaching them the value ofa. Abstinence from sex outside of marriageb. Safe sex
Visit the Michigan State University international business resources Web site ( www.globaledge.msu.edu/index.asp ). Which of the resources listed is most useful for the following (hint: the global resources section is a good place to start)?a. Worldwide consumer datab. Data on consumer markets in
Using the Michigan State University site in Exercise 1 above, select and describe one of the sources listed. Evaluate its usefulness for understanding international markets and other cultures.
Using the Internet, prepare a brief report on the following as a market for automobiles. Provide addresses for all Web sites used.a. Indiab. United Kingdomc. Qatard. China
Prepare a report that describes how useful, if at all, the information available at the World Bank Web site ( www.worldbank.org ) is in terms of helping you understand the following as a market for cell phones:a. United Kingdomc. Australiab. South Koread. Argentina
Visit the CIA site ( www.odci.gov ). Evaluate the usefulness of this site for international marketers.
What characterizes U.S. consumers who are interested in other cultures and interested in shopping for items infl uenced by other cultures? (Use the DDB data in Tables 1B through 7B.) How might travel agents use this in developing marketing strategies involving international travel?
What does determining if a geographic area or political unit is homogeneous or heterogeneous with respect to culture mean? Why is this important?
What are the most relevant cultural values affecting the consumption of each of the following?Describe how and why these values are particularly important.a. Internetb. MP3 playerc. Milkd. Fast foode. Mountain bikef. Cell phones
What variations between the United States and other societies, other than cultural variations, may affect the relative level of usage of the following?a. Internetb. MP3 playerc. Milkd. Fast foode. Mountain bikef. Cell phones
Is the European Union likely to become a relatively homogeneous culture by 2025?
Which, if any, nonverbal communication factors might be relevant in the marketing of the following?a. Luxury automobilesb. Jewelryc. MP3 playersd. Laundry detergente. Lip balmf. Women’s clothing
The text provides a seven-step procedure for analyzing a foreign market. Using this procedure, analyze your country as a market fora. Laptop computers from Japanb. Automobiles from Germanyc. Sunglasses from Italyd. Wine from Chile
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