Questions and Answers of CB

=+5Can Sears be revived? If so what should their new value equation be? If not, explain
=+4What types of utilitarian and hedonic value does Sears presently provide to its customers?
=+3Compare and contrast the total value concept for Sears and your favorite retailer.
=+2Describe the external and situational influences that steer shoppers like Ashley away from Sears.
=+1Describe how some of the trends mentioned in the textbook are affecting Sears.
=+5Choose a local retailer that is not part of a national or regional chain. Assume they have decided to expand their efforts internationally and have therefore enlisted the help of DemandTec. How
=+4GPA uses collaborative analytics to look at the shopping behavior of their customers. The next time you purchase food items (groceries), make a list of every item you purchased. Try to organize
=+3Based on collaborative analytics, Target created targeted sales promotions for newly expectant mothers, such as mailing coupons to them for purchasing diapers or baby bottles. GPA, in Brazil, uses
=+2How does the use of collaborative analytics provide value to the consumer and help to facilitate exchanges between buyers and sellers?
=+1Predictive models used by Target identified in female shoppers changes in their purchase behavior that indicated they might be pregnant, including increased spending on supplements important to
=+5Using the information in question 3, how do you think a company can enhance its understanding of market segmentation so as to efficiently target a marketing message to its potential and existing
=+4Your textbook refers to the concept of perceptual maps.Construct a perceptual map using the following two dimensions: (i) product ethnicity (low vs. high), and (ii) level of BoK (low vs. high).
=+3Use the “2016 Ranking of Top 100 Brands” table to test the level of BoK of at least five people (excluding yourself). Examine and write a short reflection on how the extent of their knowledge
=+2List all the brands that you have in your home. Then research to find the country of origin of all the brands on your list. What do you find? How can marketing professionals make use of the
=+1Examine further the “2016 Ranking of Top 100 Brands.”Classify these brands while considering the product category or sector and the country of origin. Can you detect a pattern? For example, do
=+5Do you agree with Edison’s observation that “genius is 1% inspiration and 99% perspiration”? Explain your answer
=+4What is the relative importance of the utilitarian versus the hedonic value of products, as suggested by the work of IDEO?
=+3Why do you think having a product that simply works doesn’t always translate to consumer acceptance?
=+2What kind of value do you think successful products deliver to consumers?
=+1Where does IDEO get inspiration for its product designs?
=+▸ What type of research would be required?
=+▸ Will the information be worth what it would cost to obtain it?
=+Is additional consumer research needed?
=+What are the key CVF elements involved in understanding the consumption process in this case?
=+▸ Find the product least valuable?
=+▸ Find the product most valuable?
=+▸ Avoid this product?
=+▸ Buy this product?
=+Why should a consumer . . .
=+▸ Is not buying the product?
=+ 3. Business consumers
=+ 2. Groups of consumers (families)
=+ 1. Individual consumers
=+Who . . .▸ Is buying the product?
=+▸ Can new uses be discovered in different settings?
=+▸ When do consumers avoid consuming this product?
=+Where is this product consumed?
=+▸ Is a competitor in a better position to provide superior value?
=+▸ Can communication be improved?
=+▸ Can the company add services to improve value for consumers?
=+▸ Can the company introduce a new product to enhance value?
=+▸ Can the product be modified to enhance value?
=+ can value be enhanced?
=+ has value been diminished?
=+▸ In the current situation,
=+How does the consumer actually receive value from this company?
=+▸ How can we isolate ourselves from competition?
=+▸ How is our position inferior to competitors?
=+▸ How can we get closer to desirable ideal points?
=+▸ How is our position superior to competitors?
=+How is the product positioned (types and amounts of value intended)?
=+▸ Can something else provide the same value or address the same need or desire?
=+▸ Is a specific product(s) involved in this situation?
=+What specific consumer needs and desires are involved?
=+5Is fan misbehavior appropriately described as abusive consumer behavior?
=+4What measures can be taken to prevent or reduce incidents of fan misbehavior?
=+3What are the motivations of fan misbehavior?
=+2Is fan misbehavior unethical? Explain your answer.
=+1Have you ever witnessed fan misbehavior? Describe the experience and how it impacted the value you received from the experience.
=+5Many Komen supporters switched their donations to Planned Parenthood after the negative public publicity.Use the concept of share of wallet to explain why this might have happened.
=+4Does the Komen organization demonstrate characteristics of relationship loyalty with their donors?Why or why not?
=+How would an understanding of the difference between customer loyalty and customer inertia have prepared the Komen officials for the reactions they experienced?
=+3Officials at Susan G. Komen for the Cure seemed unprepared for the intensity of response that they encountered.
=+ Would you have responded differently had you been in charge?
=+2What was the response by Susan G. Komen for the Cure to negative public publicity after their decision to stop funding mammograms in partnership with Planned Parenthood?
=+1How did social media impact the complaining behaviors of donors and participants for Susan G. Komen for the Cure activities? What types of complaining behaviors were most apparent?
=+6What would you do if you were the owner of Global Voyages; in other words, how would you deal with the situation?
=+5Which of the characteristics of relationship quality does Global Voyages exhibit in the case?
=+4In your opinion, is this a case of customer misbehavior or not? Please justify your answer.
=+3If the customer is likely to mention his dissatisfaction or negative experience with Global Voyages to his friends and acquaintances, what can Mr. Yadav’s business do to combat it?
=+2Which of the theories of postconsumption reactions might explain Mr. Teng’s experience? Why?
=+VV1What type of expectation does Mr. Joe Teng have about his ticketing situation?
=+5In your opinion, which decision rule (compensatory or noncompensatory) is Maya utilizing in her car-buying process?
=+4Based on the information provided in the case, what are the determinants of the evaluative criteria that the customer is using? Explain each in detail.
=+3Is Maya utilizing the affect-based or attribute-based evaluation process? Justify your answer.
=+2Apply the consumer decision-making process stages to Maya’s actions as a consumer, or describe Maya’s actions within the framework of the consumer decision-making process.
=+1Based on the various perspectives of consumer decision making, what type of a shopper is Maya and why?
=+6Visit three stores selling running shoes. Describe how the atmospherics differ across the stores. Why do these differences exist?
=+5Discuss the atmospherics of the two shopping areas, Legacy Place in Dedham, MA, and the Flatiron district in New York City.
=+4What is the effect of the New Balance brand on the consumers’ judgment to buy or not to buy?
=+3Should New Balance consider a specialty sneaker for the Boston market? If so, what do you envision?
=+2What is the consumer’s motivation for wanting to have the customized pair of 875 New Balance shoes? Explain.
=+1Explain the consumer decision-making process when purchasing a new pair of sneakers.
=+5What type of decision rule would a consumer most likely use when selecting between smartphone brands? How could they use such a rule?
=+4What factors do consumers consider when making judgments about smartphones?
=+3How does superordinate and subordinate categorization apply to this case from a consumer’s perspective?
=+2What factors influence the amount of search that most consumers will exert when buying a smartphone or a tablet?
=+1What type of decision-making approach do most consumers use when deciding between smartphones, tablets, laptops, or desktop computers?
=+5What makes the Millennial generation so different from generations before?
=+4What generation has been called the boomerang kids?Why?
=+define the Millennial generation?
=+3How has social media and group influence helped to
=+2What type of social power, if any, does the Millennial generation hold?
=+1Can the Millennial generation be considered a microculture?
=+5Not all college sports venues are the same. For example, football is played in a stadium, and golf is an event where smaller crowds follow along with the players. What challenges and benefits does
=+4What types of social media campaigns could a sports marketing director implement to gain student awareness? Explain your answer.
=+3What are the benefits and dangers that universities face by including social media in their marketing campaigns?
=+2Describe culture. How would your university go about creating a unique culture to capture student attendance for your university?
=+1What factors will likely have the greatest impact on student attendance at a basketball game for your university?
=+5What influence do consumer ratings that fall either above or below the norm have on your managerial decision-making process? For example, when a professor(or an Amazon.com product) is rated with 3

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