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marketing research
Marketing Real People Real Choices 9th Global Edition Michael Solomon, Greg Marshall, Elnora Stuart - Solutions
Ethics Marketers in numerous industries can benefit from conducting market research on children. What do you think is the youngest age that would be appropriate to conduct research on a child? Why did you select this age?
Critical Thinking Would you be willing to participate in an ethnographic research study within your own home? Why or why not? LO-3
Critical Thinking Would you alter the settings on your computer to disallow cookies? Why or why not? LO-3
Ethics One unobtrusive measure mentioned in this chapter involved going through consumers’ or competitors’garbage. Do you think marketers should have the right to do this? Is it ethical? LO-3
Ethics One of the potential opportunities offered by neuromarketing is the capability to look at patterns in brain activity and identify (a) how the presence of different product attributes and variations of those attributes can help to predict what choices a consumer prior to their actually making
What is the decision facing Getfeedback? LO-3
What factors are important in understanding this decision situation? LO-3
What are the alternatives? LO-3
What decision(s) do you recommend? LO-3
What are some ways to implement your recommendation? LO-3
Define consumer behavior, and explain the purchase decision-making process.pp. 184–190
Explain how internal factors influence consumers’decision-making processes.pp. 190–198
Show how situational factors and consumers’ relationships with other people influence consumer behavior. pp. 198–203
Understand the characteristics of business-to-business markets and business-to-business market demand and how marketers classify business-to-business customers. pp. 203–209
Identify and describe the different business buying situations and the business buying decision process including the use of e-commerce and social media. pp. 210–218
What is consumer behavior? Why is it important for marketers to understand consumer behavior? LO-3
explain the steps in the consumer decision-making process. LO-3
What is perception? explain the three parts of the perception process: exposure, attention, and interpretation. LO-3
Describe Maslow’s hierarchy of needs as it relates to motivation. LO-3
How does gamification influence consumers’ motivation to interact with brands? LO-3
What is behavioral learning? What is cognitive learning? LO-3
What are the three components of attitudes? LO-3
What is personality? LO-3
What is family life cycle? LO-3
explain what lifestyle means. LO-3
What are cultures, subcultures, and microcultures? LO-3
What is the significance of social class to marketers? LO-3
What are reference groups, and how do they influence consumers? LO-3
What are opinion leaders? LO-3
What are gender roles? Define this term and give an example. LO-3
How do B2B markets differ from consumer markets? LO-3
explain what we mean by derived demand, inelastic demand, fluctuating demand, and joint demand. LO-3
How do we generally classify B2B markets? LO-3
Describe the buyclass framework. What are new-task buys, modified rebuys, and straight rebuys? LO-3
What is a buying center? What are the roles of the members of in a buying center? LO-3
explain the steps in the business buying decision process. LO-3
What is single sourcing? Multiple sourcing? Outsourcing? LO-3
In Class, 15–20 Minutes for Teams think about a tV show that you watched recently, or perhaps a magazine that you have flipped through, or the last time you were looking at various websites. try to remember the advertisements from those experiences.Why did you notice certain ads, whereas others
Creative Thinking B2B marketers have usually focused on building relationships and personal selling, whereas social media tends to be mainly used personal relationships, entertainment, and light information.to what extent do you think B2B marketers can effectively use social media networks in their
In Class, 15–20 Minutes for Teams A straight rebuy purchase for a business is similar to a habit purchase for a consumer. Given that this is virtually an automatic repurchase, how could a competitive firm structure their marketing activities to win market share from customers who have established
For Further Research (Individual) In this chapter, we learned that firms may use rich media in their messages online to create interaction and engagement with consumers. “Surf” the web and find at least three examples of rich media. Develop a report that describes the three rich media examples
Critical Thinking Changing demographics and cultural values are important to marketers. list at least three current trends that may affect the successful marketing of the following products:a. Housingb. Foodc. educationd. Clothinge. travel and tourismf. Automobiles
Critical Thinking Consumers often buy products because they feel pressure from reference groups to conform.Does conformity exert a positive or a negative influence on consumers? With what types of products is conformity more likely to occur?
Critical Thinking Mobile commerce (m-commerce) is a rapidly growing category of e-commerce that takes place via a smart phone or tablet instead of a desktop or laptop computer. How has m-commerce changed the way consumers shop? What do marketers need to do now and in the future to better support
Critical Thinking Outsourcing and offshoring are practices often surrounded by controversy. What are the benefits of outsourcing for businesses? For consumers?What are the disadvantages of outsourcing for businesses? For consumers? Should outsourcing be regulated to protect U.S. interests both at
Problem Recognition Describe the problem that might lead you to purchase this product. LO-3
Information Search Use the Internet to gather some initial information about the product you chose. Visit at least two stores or locations where the product may be purchased to gather further information.
Product Choice Make a final decision about which product you will purchase. Describe the heuristics that aided in your decision making. LO-3
Postpurchase Evaluation If this is a product you have actually purchased, explain the reasoning behind your current satisfaction or dissatisfaction with the product.If not, develop several reasons you might be satisfied or dissatisfied with the product.
Prepare a report that explains in detail the decisionmaking process for the product in your purchase scenario. LO-3
What is the decision facing Airbus? LO-3
What factors are important in understanding this decision situation? LO-3
What are the alternatives? LO-3
What decision(s) do you recommend? LO-3
What are some ways to implement your recommendation? LO-3
Explain what marketing is, the marketing mix, what can be marketed, and the value of marketing. pp. 28–35 Marketing: What is it? p. 28
Explain the evolution of the marketing concept. pp. 35–39 When DiD Marketing Begin? the evolution of a ConCept p. 35
Understand value from the perspectives of customers, producers, and society. pp. 40–47 the value of Marketing anD the Marketing of value p. 40
Explain the basics of market planning. p. 48
Briefly explain what marketing is. LO-1
List and describe the elements of the marketing mix. LO-1
define the terms consumer goods, services, and industrial goods. LO-1
explain needs, wants, and demands. What is the role of marketing in each of these? LO-1
What is utility? how does marketing create different forms of utility? LO-1
Trace the evolution of the marketing concept. LO-1
To what does the lifetime value of the customer refer,and how is it calculated? LO-1
What does it mean for a firm to have a competitive advantage?What gives a firm a competitive advantage? LO-1
What is involved in marketing planning? LO-1
In Class, 10–25 Minutes for Teams Assume that you are a marketing consultant employed by a large retail chain that offers consumers products in a number of brick-and-mortar stores and online. The retail organization wishes to increase its loyal customer base by engaging customers through
In Class, 15–25 Minutes for Teams Table 1.5 lists five well-known companies and highlights their distinctive competencies, differential benefits, and competitive advantages. First, review this table in your group and discuss how these three factors are interrelated.then choose three other
In Class, 10–25 Minutes for Teams As college students,you and your friends sometimes discuss the various courses you are taking. One of your friends says to you,“Marketing’s not important. It’s just dumb advertising.”Another friend says, “Marketing doesn’t really affect people’s
Would you buy from a demonstrably more expensive provider just because they exhibited a higher level of commitment to sustainability?The chapter discusses the growing importance of sustainability, and it notes that companies and consumers increasingly consider other costs in addition to financial
Critical Thinking Many consumers are concerned about the environment. They demand green marketing activities and more green products. Still, most do not buy green products because they are a few cents more expensive.how do you explain this? What are marketers doing wrong? Should government
Critical Thinking Consumer-generated commercials seem to be part of a broader trend toward consumer-generated content of all sorts. examples include MySpace, Flickr(where users post photos and comment on others’ pictures), blogging, and video-sharing sites like YouTube. do you think this is a
Ethics The American Psychological Association formally recognizes Internet addiction as a psychological disorder.Should it? Why or why not?
Ethics Crowdsourcing has a lot of up side—for the company initiating the crowdsourcing anyway. The company gets to generate buzz among its fans as well as generate new product ideas and inventive advertising campaigns for little to no investment. Is there an up side to crowdsourcing for the
This task needs to be undertaken by a student team(with up to five students) and at least one student in the group should know a contact person in a business(the firm may be large or small). Step one in this task is to schedule an appointment with your contact and arrange for your entire group to
What is the decision facing coca-cola? LO-1
What factors are important in understanding this decision situation? LO-1
What are the alternatives? LO-1
What decision(s) do you recommend? LO-1
What are some ways to implement your recommendation? LO-1
Understand the big picture of international marketing and the decisions firms must make when they consider globalization. pp. 56–59
Explain how international organizations such as the World Trade Organization (WTO), economic communities, and individual country regulations facilitate and limit a firm’s opportunities for globalization pp. 59–61
Understand how factors in a firm’s external business environment influence marketing strategies and outcomes in both domestic and global markets. pp. 61–72
Explain some of the strategies and tactics that a firm can use to enter global markets.pp. 72–77
Understand the importance of ethical marketing practices.pp. 77–81
Explain the role of sustainability in marketing planning.pp. 81–83
To what extent will the company need to adapt its marketing communications to the specific styles and tastes of each local market? LO-1
Will the same product appeal to people there? LO-1
Will it have to be priced differently? LO-1
And, of course, how does the company get the product into people’s hands? LO-1
Which option will produce the most good and do the least harm? LO-1
Which option best respects the rights of all who have a stake? LO-1
Which option treats people equally? LO-1
Which option best serves the community as a whole, not just some members? Which option leads me to act as the sort of person I want to be? LO-1
Do you think phone makers have an ethical obligation to cut down injuries and deaths from walking while texting? LO-1
Today, most large firms have a section on their website that points to their sustainability initiative. Select any large company that manufactures products (i.e., not a purely service firm like a bank or retail store).Review their website and find their section on sustainability (if the first firm
What are several of the key specific activities the firm points to as evidence that they are engaged in sustainability-related activities? LO-1
What specific evidence do they report (i.e., what metrics do you find reported) that quantify their level of success in sustainability? LO-1
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