chapter 4 - understanding consumer

1.As we have discussed, understanding the consumers in a target market is critical to creating an effective value proposition. Assume you are the vice president of marketing for Regal Cinemas. What do you think is the demographic profile (including the age, income, and life cycle stage) of your largest target market? As part of a mini-market research project, visit a movie theater on a weekend and track the people entering. How old are they? Are they families or people meeting friends?

2. You are the marketing manager for the Bowflex Revolution Home Gym. You believe the product appeals to both men and women. As you develop the marketing strategy, what differences might you consider in the product based on whether a man or woman is buying? What about the marketing communications (message, choice of media)?

3. Disneyland has traditionally marketed to families; recently, however, new household life cycle patterns have led to changes in the marketing strategy. Identify three household life cycle stages that Disney may want to consider in the future.

4. The consumer decision process varies by purchase for each individual. Compare and contrast the consumer decision-making process you go through in buying gas for your car with the purchase of a new home entertainment system. How are the processes similar and how are the two purchase decisions different? Why do you think they are different?