Consumer Behavior Buying Having And Being 13th Global Edition Michael R. Solomon - Solutions

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Go to www.elvis.com. After exploring this website, comment on the myth and legend of Elvis Presley. What marketing techniques are used? How has “the King” been able to retain a loyal following after all these years? Using data found on the website, construct a brief strategy for introducing the
Choose a food brand without an apparent ritual and come up with one that could be used in a promotional activity. (No dunking allowed.)
The allure of U.S. consumer culture spreads throughout the world but with a lot of pushback in many places. Critics in other countries deplore the creeping Americanization of their cultures because of what they view as excessive materialism. One French critic summarized this resistance to the
Visit a bowling alley and a golf course parking lot. Analyze the differences in the types of cars, dress, and behaviors of those patronizing these two sports.
Interview an unskilled worker, a schoolteacher, a retail clerk, and a successful businessperson all in their 30s or 40s. Measure their social status using one of the multi-item measurement devices.Evaluate their status crystallization.
Examine a variety of magazines/newspapers and clip or copy an advertisement, from the magazines/newspapers or online, that positions a product as appropriate for each of the seven social classes described in the text (one ad per class). Explain how each ad appeals to that class.
Interview a salesperson from an expensive, a moderate, and an inexpensive outlet for the following. Ascertain their perceptions of the social classes or status of their customers.Determine if their sales approach differs with differing classes.a. Men’s clothingb. Women’s clothingc. Furnitured.
Interview two members of the following generations.Determine the extent to which they feel the text description of their generation is accurate and how they think their generation differs from the larger society. Also determine what they think about how they are portrayed in the mass media and how
Measure their cognitive age and the variables that presumably influence it. Do the variables appear to “cause”cognitive age? Try to ascertain if cognitive age or their chronological age is more influential on their consumption behavior.
Interview three people over
Using Standard Rate and Data, Mediamark, or Simmons Research Bureau studies, pick three magazines that are oriented toward the different groups listed below. Analyze the differences in the products advertised and in the types of ads.a. Income groupsb. Age groupsc. Occupation groupsd. Education
Interview a salesperson at the following locations and obtain a description of the average purchaser in demographic terms. Are the demographic shifts predicted in the text going to increase or decrease the size of this average-purchaser segment?a. Mercedes dealershipb. Electronics storec. Vacation
On the basis of the demographics of devoted coffee shop patrons, select two magazines in which the industry should advertise (use Standard Rate and Data [SRDS], Mediamark, or Simmons Research Bureau data). Justify your answer.
Would your answer to Question 37 change if the products were limited to children’s toys?
How do you feel about each of the ethical issues or controversies the text describes with respect to marketing to the lower classes? What other ethical issues do you see in this area?
Based on the Hollingshead two-item index, what social class would your father be in? Your mother?What class will you be in at their age?
How could a knowledge of social stratification be used in the development of a marketing strategy for the following?a. Jeansb. Expensive jewelryc. Fishingd. Organic milke. Museum attendancef. Habitat for Humanity
Respond to the questions in Consumer Insight 4–2.
Describe how each of the following firm’s product managers should approach the (i) pre-Depression generation, (ii) Depression generation,(iii) baby boom generation, (iv) Generation X,(v) Generation Y, (vi) Generation Z, and(vii) Generation Alpha.a. Pepsib. Panera Breadc. The Golf Channeld.
Which demographic variable, if any, is most related to the following?a. Watching extreme sports on TVb. Scuba divingc. International traveld. In-home chefe. Spa treatmentsf. Going to a NASCAR event
Respond to the questions in Consumer Insight 4–1.
Which demographic shifts, if any, do you feel will have a noticeable impact on the market for the following in the next 10 years? Justify your answer.a. Upscale restaurantsb. Botox treatmentsc. Prescription drugsd. Internet shoppinge. Green productsf. Newspapers g. Charitable contributions
What are the two basic approaches used by marketers to measure social class?
What underlying cultural value determines most of the status dimensions in the United States?
What is meant by the statement, “What exists is not a set of social classes but a series of status continua”?
What is a social class system?
What is an age cohort? A cohort analysis?
What trend(s) characterizes the level of education in the United States?
What trend(s) characterizes the occupational structure of the United States?
What are demographics?
Assume that you are a consultant to firms with new products. You have members of the appropriate market segments rate innovations on the 10 characteristics described in Table 7–3.Based on these ratings, you develop marketing strategies. Assume that a rating of 9 is extremely favorable (e.g.,
The table below represents a particular consumer’s evaluative criteria, criteria importance, acceptable level of performance, and judgments of performance with respect to several brands of motor scooters. Discuss the brand choice this consumer would make when using the lexicographic,
Interview three individuals who recently made a major purchase and three others who made a minor purchase. In what ways were their decision processes similar? How were they different?
Interview individuals who sell the items listed below. Try to discover their personal models of consumer behavior for their products.a. Expensive jewelryb. Petsc. Golfing equipmentd. Plants and garden suppliese. Flowersf. Car insurance
Visit one or more stores that sell the following items. Report on the sales techniques used(point-of-purchase displays, store design, salesperson comments, and so forth). What beliefs concerning consumer behavior appear to underlie these techniques? It is often worthwhile for a male and a female
Interview five students. Have them describe the last three restaurant meals they consumed and the situations in which they were consumed. What can you conclude about the impact of the situation on consumer behavior? What can you conclude about the impact of the individual on consumer behavior?
Interview the managers of a local charity.Determine what their assumptions about the consumer behavior of their supporters are. To what extent do they use marketing strategy to increase support for the organization or compliance with its objectives?
Interview the manager or marketing manager of a retail firm. Determine how this individual develops the marketing strategy. Compare this person’s process with the approach described in the text.
Robert’s American gourmet snack foods produced herbal-based snacks such as Spirulina Spirals and St. John’s Wort Tortilla Chips, and now makes Pirate’s Booty baked snacks. According to the company president, “We’re selling like crazy.We don’t do research. We react as sort of a karma
Respond to the questions in Consumer Insight 1–2.
How could social marketing help alleviate some of society’s problems?
To what extent, if any, are marketers responsible for injurious consumption involving their products?
How would you define the product that the Hard Rock Cafe provides? What needs does it meet?
What changes would you suggest in the model in Figure 1–3? Why?
Respond to the questions in Consumer Insight 1–1.
Why would someone shop on the Internet? Buy an iPad? Eat at Chili’s frequently?a. Why would someone else not make those purchases?b. How would you choose one outlet, brand, or model over the others? Would others make the same choice in the same way?
Describe the consumer decision process.
What is meant by consumer lifestyle?
What is meant by injurious consumption?
What is product position?
What are the major outcomes for the individual of the marketing process and consumers’responses to it?
What is involved in the conditions analysis phase of market analysis in Figure 1–1?
What is a total product?
What is required to provide superior customer value?
What is social marketing?
Do marketers create needs?
Can you see any potential negative consequences to marketing attempts to encourage purchases of products consumers don’t need?
How and why do you think products acquire meaning to consumers?
Is our strategy (planned action) robust enough to withstand the likely actions of our competitors, or do we need additional contingency plans?
How are they likely to respond (reduce prices, increase advertising, introduce a new product)?
Of those firms that are injured, which have the capability (financial resources, marketing strengths) to respond?
If we are successful, which firms will be hurt (lose sales or sales opportunities)?
The chapter discussed the “talking window,” which a German ad agency is placing in subway cars. When the agency posted a YouTube video to promote the platform, one person commented, “At what point does it stop being advertising and start being harassment?”How would you answer this
Many studies have shown that our sensory detection abilities decline as we grow older. Discuss the implications of the absolute threshold for marketers who want to appeal to the older consumer.AppendixLO1
Assume that you are a consultant for a marketer who wants to design a package for a new premium chocolate bar targeted to an affluent market. What recommendations would you provide in terms of such package elements as color, symbolism, and graphic design? Give the reasons for your
Find ads that use the techniques of contrast and novelty.Give your opinion of the effectiveness of each ad and whether the technique is likely to be appropriate for the consumers the ad targets.AppendixLO1
Interview three to five male and female friends about their perceptions of mobile phones and their functionality.Construct a perceptual map for each model.Based on your map of mobile phones, do you see any areas that are not adequately served by the existing offerings and features? Do you note any
Using magazines archived in the library, track the packaging of a specific brand over time. Find an example of gradual changes in package design that may have been below the j.n.d.AppendixLO1
Compile a list of 10 or 12 products you enjoyed when you were a child. What are your recollections about their size and price? Find a stockist of the brands and compare your recollections with the current product offerings. Do the products appear to be of the same size and have the same value? How
Identify a locally produced brand that has retained its normal packaging size despite having fewer contents.Did the manufacturer make this change clear?AppendixLO1
Analysts believe that the augmented reality (AR)market will be worth $162 billion (approximately)by 2020.101 However, AR will not be available to everyone. Is your country’s infrastructure ready for this next leap in technology?AppendixLO1
Augmented reality applications may reach the level of sophistication where we observe almost everything through the screen of our smartphones to receive an“enhanced” experience. Do you view this as a positive development or a problem?AppendixLO1
The slogan for the movie Godzilla was “Size does matter.” Should this be the slogan for the United States as well? Many marketers seem to believe so. The average serving size for a fountain drink has gone from 12 ounces to 20 ounces. An industry consultant explains that the 32-ounce Big Gulp is
Subliminal advertising is illegal in the United Kingdom and Australia.99 Do you think it should be made illegal globally, considering there is no proof it really works?AppendixLO1
What is a positioning strategy? What are some ways marketers can position their products?AppendixLO1
How does semiotics help marketers understand consumer behavior?AppendixLO1
How do you identify a product’s object, sign (or symbol), and interpretant?AppendixLO1
Compare perceptual vigilance and perceptual defense.AppendixLO1
Describe two factors that can lead to stimulus adaptation.AppendixLO1
Why is Weber’s Law a challenge for green marketers?AppendixLO1
What is the difference between an absolute threshold and a differential threshold?AppendixLO1
Identify and describe the three stages of perception.AppendixLO1
How does the sense of touch influence consumers’reactions to products?AppendixLO1
Companies and organizations in the United States spend billions of dollars to acquire and manage data on consumers such as credit information and transaction histories. Well-off consumers obviously hold great attraction to marketers because they have greater buying potential. Today companies have
A hot button topic right now involves efforts to curb child obesity by encouraging advertisers to limit the messages they send to kids about foods that are high in sodium, saturated fat, and added sugars. Under new federal rules, even the scoreboards in high school gyms will have to advertise only
first thing that comes to mind when people think about the American shoe company TOMS is its corporate social responsibility(CSR) and the One for One® philosophy that is the guiding force of the company’s philanthropic mission.109 TOMS’origins go back to 2006, during founder Blake Mycoskie’s
In 2015, the United Kingdom’s Medicines and Healthcare products Regulatory Agency (MHRA) seized $22 billion worth of counterfeit medicines and devices.Among the drugs were slimming pills and anemia tablets. The seizure came at the end of a month-long international campaign against the illegal
According to a 2012 report by the European Union Agency for Network and Information Security(ENISA), 93 percent of consumers were concerned as to whether businesses protected the consumer information.108 According to the report, 47 percent of service providers actively use personal data as a
The Creative Bloq website featured a collection of the most controversial ad campaigns of 2013.107 All of them attracted a lot of criticism. The ten curated advertisements appeared across the world and were designed by many different agencies. What is your take on them? Do you think they are
In 2013, English football club Manchester United announced that it had agreed to an eight-year deal with AON, an American insurance company, worth£120 million over the life of the contract. According to the terms of this deal, AON would be renaming the club’s Carrington training ground to the
Under EU regulation 261/2004, passengers can claim compensation if their flights have either been heavily delayed or cancelled.105 The compensation amount depends on the distance covered by the flight and the hours by which it had been delayed. The claims can date back to as long as six years. To
The chapter discusses the practice of serial wardrobing, where people return an outfit after they wear it for a special occasion such as a formal. What do you think of this practice? Is it okay to use an expensive product once and then get your money back?AppendixLO1
Because of higher competition and market saturation, marketers in industrialized countries try to develop third-world markets. Asian consumers alone spend$90 billion a year on cigarettes, and U.S. tobacco manufacturers push relentlessly into these markets.We find cigarette advertising, which often
Today many consumers pursue a “decluttering lifestyle.”Should marketers encourage this trend toward simplicity even though it stresses buying less stuff that marketers sell? What marketing opportunities do you foresee if this trend spreads?AppendixLO1
Should scientists who study consumer behavior remain impartial, or is it appropriate for them to become involved in the topics they research like those who adhere to the transformative consumer research perspective?AppendixLO1
According to Viktoria de Chevron Villette, co-founder of FUTR (formerly Millennial 20/20 Summit)—which bills itself as the world’s first gathering of brands, businesses, and industry leaders who target the millennial generation—cause marketing offers enormous opportunities to corporations.104
What is LOHAS, and how is it significant to marketers?AppendixLO1
Why is market access an important aspect of consumer well-being? What are some important reasons why consumers can experience limited market access?AppendixLO1
In what ways is corporate social responsibility different from social marketing?AppendixLO1
What is greenwashing, and is it ethical? Do you think consumers will be convinced by greenwashing?AppendixLO1

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Consumer Behavior Buying Having And Being 13th Global Edition Michael R. Solomon - Solutions

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