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Marketing Management: A Cultural Perspective 1st Edition Lisa Penaloza, Nil Toulouse, Luca Massimiliano Visconti - Solutions
Debate the usefulness of the phrase “conspicuous consumption”. Is this an historical term or does it apply nowadays?
Consider the current American Marketing Association’s defi nition of marketing and compare it to Shultz’s (2007) defi nition of marketing as “constructive engagement.” Which do you feel better explains the consumer actions in The Inverted Pyramid of Sustainability? Why is this? Discuss.
Where do you see post-Fordist database marketing going from here?
What are the implications of post-Fordist database marketing for organizational strategy?
What are the implications of post-Fordist database marketing for marketing strategy?
How does the post-Fordist database marketing model differ from the conventional DM approach and what are the changes (social, cultural, economic, technological, etc.) that have made this change possible?
Describe the conventional relationship between customer intelligence and market orientation and what that relationship is based on.
Could second-hand shoppers’ segments defi ne subcultures? What are the other cultural issues of second-hand markets? Compare and discuss these notions and issues.
How should merchandising be implemented in outlets which sell both new and second-hand items?
What are the positioning themes that traditional retailers could adopt from the second-hand motivations?
Discuss the strengths and weaknesses of lifestyle segmentation criteria if applied to the second-hand markets.
In what respects can second-hand exchanges between consumers be said to enhance their power? In your opinion does this constitute a long-term threat to traditional channels?
Which alternative retail channels among those that you know can answer to some motivations rather than to others? Which features answer best to which orientations?
What, in the mind of certain consumers, are the main aspects in which making use of secondhand retail channels is opposed, favourably or unfavourably, to the use of traditional ones?
What are the most relevant drivers for a strong bond between places and people?
Can you compare different retail settings using a cultural perspective?
Can you give examples of commercial locations that fi t well with the aesthetic approaches we have outlined?
How is it possible to design meaningful places?
Why should we study those practices?
How can we understand consumers’ practices and gestures in commercial locations?
In your opinion, what benefi ts are consumers seeking in a servicescape like Prada’s Epicenter?
What are the main features of themed retail settings?
What are the different retail forms that play a major role in shaping consumers’ experiences?
What are the roles that, according to the cultural perspective, commercial places can have in consumers’ lives?
What would be the possible effects of portraying or addressing women and men in these alternative ways?
Are there other possible ways, in which we could portray, or address, women and men in our marketing communication campaigns?
Are we, by portraying women and men in this way, contributing to cementing stereotypes or are we creating positive change?
In what ways are we presently portraying women and men – as well as femininity and masculinity – in our marketing communication campaigns?
Humour is a very effective means of gaining consumers’ attentions and increasing the likeability of a brand. It also enables advertisers to get away with ‘political incorrectness’, for example, and push the boundaries of good taste. Do you think the end justifi es the means? What moral and
Are certain types of companies more likely to be successful in the marketplace with non-traditional representations of masculinity and femininity? If so, what are these types of companies and why do you believe that they are more suited?
Browse the internet, thumb through a magazine, or watch TV and try to fi nd examples of advertisements that challenge the status quo of masculine and feminine representations. In what ways do you think these advertisements have the potential to create positive change in society?
Discuss how symbolic meanings transfer to cultural goods such as clothing. Give examples from your own life, such as how you and your friends use certain products to convey meanings.
Comment on this sentence by Charles Baudelaire (1846) “The pure designers are philosophers and abstractors of quintessences.”
How can a brand be creative and trendy at the same time? Give examples.
How can consumers play a role in fashion creation?
Who are the main players in the fashion system?
How do deviance, creative destruction and institutionalization operate in the process of diffusion?
Could the fi rm control all the diffusion process? Explain.
Explain the diffusion of cellular from a classical marketing point of view. Why is this explanation not suffi cient to understand the phenomenon?
Discuss how symbolic meanings transfer to cultural goods such as clothing. Give examples from your own life, such as how you and your friends use certain products to convey meanings.
Comment on this sentence by Charles Baudelaire (1846) “The pure designers are philosophers and abstractors of quintessences.”
How can a brand be creative and trendy at the same time? Give examples.
How can consumers play a role in fashion creation?
Who are the main players in the fashion system?
How do deviance, creative destruction and institutionalization operate in the process of diffusion?
Could the fi rm control all the diffusion process? Explain.
Explain the diffusion of cellular from a classical marketing point of view. Why is this explanation not suffi cient to understand the phenomenon?
How can eco-design infl uence sustainable consumer awareness?
How would you explain this phenomenon?
Would you agree that design is becoming democratic?
Why should you involve consumers in the co-creation process?
How far can product design mediate brands’ positioning?
Contrast the process of creativity according to the cultural perspective.
Describe the traditional conception of design.
What sort of consumer resources can sales promotion and loyalty programs mobilize?
How can co-creation improve the results of sales promotions and loyalty programs?
How can fi rms ensure that their sales promotion policies respond to consumers’ needs?
Why may we consider sales promotions to be consumers’ resources?
What are the major changes from the traditional to the cultural perspective on sales promotion?
Why do sales promotions provoke such negative reactions nowadays?
What are the major limitations of the traditional view of sales promotion?
What should managers pay attention to when implementing prices?
Which dimensions does Cravens and Piercy’s model of pricing strategy emphasize? Outline the four possible strategies in this 2D model.
What kind of pricing objectives can managers set? How would you describe the core pricing objective in Fairtrade (see Box 20.2 )?
What should managers consider in the pricing situation analysis stage? In which of the proposed areas does the cultural approach hold additional weight?
What does the process of price setting involve?
What do we mean when we say that value is a relativistic preference experience ?
Why would it be wrong to confuse value with price? Explain the difference and connection between these two concepts.
November 2010)) and study if and how they are expressing the Jeremiad logic and the affi rmative American exceptionalism logic. What would you recommend Kalle to change if the goal is to convince the moderator and like-minded individuals?
Observe Kalle Lasn and a moderator talk about “Buy Nothing Day” on CNN (Available at: http://www.youtube.com/watch?v = P8uZEjAsR94 (accessed
November 2010)). How does it express deeply rooted American values for some people but violate them for others?
Watch the spot “The Big Race” on YouTube (Available at: http://www.youtube.com/ watch?v = bV65Z7p2Xy8 (accessed
Why is tapping into the “Jeremiad against consumerism” vocabulary dangerous to marketers who want to promote a social or ecological agenda?
How can proper traditional segmenting and targeting of potential buyers result in detrimental brand messages?
Can cultural segmentation and targeting be used for all kinds of products? For what type of products would it not make sense?
Imagine you are the marketing manager of a jeans brand. Describe the criteria you would use to segment your market.
Give examples of products that are specifi cally targeted to ethnic consumers. How do the marketing strategies differ from the other products that are targeted to mainstream consumers?
Again, with reference to your country, contrast segmentation strategies of different companies in a given industry and discuss the representation of the markets incorporated in these strategies. You may replicate this analysis with particular reference to immigrant consumers.
Is there an ethnic market segment in your country? If so, give specifi c examples of how they are targeted by the marketers.
Choose a company and discuss its market segmentation and targeting strategies. Discuss whether their strategies adhere more to a traditional model or a cultural one as presented in the chapter.
Discuss market segmentation and targeting from the cultural perspective as they differ from the traditional model.
Generate concrete managerial uses for each of the four methods discussed: oral histories, collages, Web-based collaboration, and Photovoice.
What are the pros and cons of each of the methods discussed: oral histories, collages, Web-based collaboration, and Photovoice?
Discuss the pros and cons of including consumers in the research process.
Explain the steps in the action research process.
What managerial problems are best suited to action research methods?
What managerial problems are best suited to qualitative research methods?
What managerial problems are best suited to quantitative research methods?
How do you develop trust with consumers throughout this process? This is a pressing issue if the fi rm is seeking to develop authentic relationships.
What guarantees and returns are necessary to encourage consumer participation?
What training is necessary for consumers in order to participate in action research to their highest level?
What company information will it be necessary to share with consumers to enable high quality collaboration?
What expectations does action research create in consumers?
How much control can be ceded to consumers?
What additional skills are needed by marketing researchers conducting action research?
How might this approach change the organizational structure and role descriptions?
Go to an ethnic grocery store (different from your own ethnicity). Choose a product category and compare the display, pricing, assortment, etc. to your own grocery store.
Consider your friends’ use of social network sites by noting mentions of products and brands. How are products and brands used to communicate with others?
Understand the consumer in his/her environment by going grocery shopping with a friend or family member. Ask about each selection, e.g., why that brand, what will it be used for? Compare their shopping style to your own.
What is a feasibility triangle? How is it used in visualizing data?
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