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business
consumer behaviour

Questions and Answers of Consumer Behaviour

If you have traveled to a foreign nation, describe specific characteristics of the culture that created for you the greatest “culture shock.” Identify specific differences in cultural values,
Select one specific value from your culturally constituted world (e.g., individuality, freedom, ambition, responsibility) and trace its movement from society to consumer goods, all the way to
Conduct an in-depth interview with a consumer from your parent’s generation. Ask questions about the kinds of gifts they gave their children for their birthdays. Try to identify indirectly the
Research the business practice of using “bribes” in Middle Eastern cultures. Explain how this Western concept (bribe) does not take on a pejorative meaning among Arabs.
Select a popular slogan from an American product and translate it into a foreign language of your choice. Identify at least three points of confusion regarding the translation. Focus not only on
Use the Norm Potential Model as a framework to illustrate the values of (a) politeness,(b) cheerfulness, and (c) conscientiousness in your most important college subculture(e.g., marketing club,
Interview several members of this subculture regarding the desirability of these three values.Imagine you work in the marketing research department for a major television network. The network is
Using Figure 12.6 as a framework, draw curves for all three values.Imagine you work in the marketing research department for a major television network. The network is considering developing a new
Are the functions for politeness, cheerfulness, and conscientiousness simply linear(i.e., is more always better) or do diminishing returns exist?Imagine you work in the marketing research department
With respect to these three values, how would you advise the network to proceed in designing the show?Imagine you work in the marketing research department for a major television network. The network
Define behavioral compliance?
Explain the automaticity principle?
Explain the commitment and consistency principle?
Explain the reciprocity principle?
Explain the scarcity principle?
Explain the social validation principle?
Explain the liking principle?
Explain the authority principle?
Do you think the “because heuristic” would be more effective when people are busy or in a rush? Explain.
Both the door-in-the-face and that’s-not-all techniques apply the principle of reciprocity. In fact, they both begin with deals that are eventually improved.Explain the difference between the two
Do you think businesses that give out free samples are mostly applying the reciprocity principle or the foot-in-the door technique? Does it depend on the nature of the sample? Explain.
Why do you think Cialdini found the low-ball technique to be more effective than the foot-in-the-door technique? Can you think of circumstances where the foot-in-the-door technique might be superior?
The door-in-the-face technique has two important limitations:a. The same person must make both requests.b. The two requests must be close in time.How does the principle of reciprocity explain these
Why do you think Cialdini found the that’s-not-all technique to be more effective than the door-inthe-face technique? Are there situations where the reverse might be true?
What does the scarcity principle suggest about the legalization of marijuana?
Aren’t fads just a special case of the social validation principle? Why do fads lose their appeal?
How does the mere exposure effect work?
Drawing on your knowledge of descriptive and injunctive norms, how well do you think abstinence programs that emphasize the high rate of teenage pregnancy will work?
Conduct your own mini-experiment using the“because heuristic.” Test it in the cafeteria or workout room. Compare your findings to those of Langer and colleagues.
Make a trip to your nearest Barnes & Noble Bookstore. Observe the behavior at the bargain counter. See if the number of people at the bargain counter increases when two or three stop and browse.How
Conduct a mini-experiment comparing the low-ball technique against the door-in-the face technique.Make the target requests identical for both techniques.In the low-ball condition, ask a group of
Watch 60 minutes of network television, uninterrupted.Keep a log of the commercials, tallying the number using each of the seven principles of influence.Report the findings in a graph or table.
Survey 30 adults to find out how often they question their family doctors about a medical prescription.Survey 30 fellow students. Ask them if they have ever contested a traffic ticket. Do your
Evaluate each of the five influence techniques attempted by the salesperson. Which technique do you think was most effective? Which technique was most important in generating revenue for
Assume that Sears’ total variable cost for the lawn tractor is $1,278. Also assume that the salesperson makes a 5 percent commission on both the selling price and the warranty. How much unit
What could Sears do to reduce the customer’s cognitive dissonance relating to the purchase?Re-read the opening vignette in this chapter. The Sears salesperson attempted to apply five different
How could customers like the one at Sears avoid being persuaded by behavioral compliance techniques?Re-read the opening vignette in this chapter. The Sears salesperson attempted to apply five
Define word-of-mouth communication and understand why it is so powerful.
Discuss the ways marketers create and promote word-of-mouth through buzz marketing.
Explain how consumer generated advertising has become a unique way to push the “buzz button.”
Discuss how celebrity and athlete endorsers bring unique value to brands and understand how important it is for a marketer to pick the right endorser for a brand.
Explain why product placement is an essential tool for marketers today.
Describe the various types of product placement.
Why is word-of-mouth so powerful?
Why is buzz marketing also referred to as “viral”marketing?
What is the distinction between buzz marketing and stealth marketing?
What are some of the potential ethical implications of doing a stealth marketing campaign?
What are some of the differences between traditional advertising and consumer generated advertising?
What are some of the benefits of a consumer generated advertising campaign? What are the risks?
Review the Forbes Magazine list of best-paid athletes presented in the text. Do you think they are worth the money they are paid for endorsements? Explain.
In what type of media is product placement found?
How do product placements add realism to the media in which they are placed?
Describe the differences between brand interaction product placement and brand integration product placement. Which is better? Why?
Think back to your own experiences with word-ofmouth.Discuss one example of a time when you were influenced by word-of-mouth and one example of when you influenced someone else through word-of-mouth.
In buzz marketing, identifying and leveraging opinion leaders is very important. Choose a group that might be influenced by an opinion leader and put together a photo collage displaying at least five
Think about one brand for which you would like to create a consumer generated advertisement. What would your ad say about the brand?
Watch one hour of television. Try to identify one example of each type of product placement in the program(s) you watch. Justify your example.
Imagine that you have been hired by a company to“promote” their product via stealth marketing. You will most likely do this by pretending to be a “regular customer”yourself and by trying to
Explain the differences between online marketing and bricks-and-mortar marketing.
Improve the design of a website.
Define search goods, experience goods, and credence goods.
Explain the implications of reduced search costs for consumer behavior.
Explain the consumer advocacy paradigm.
How will interactivity change the way consumers acquire, remember, and use product information?
What are the key differences between online and offline shopping environments?
What are the key features of a well-designed website?
What types of products are particularly easy to shop for on the web? What types of products have you shopped for on the web?
How do search costs influence amount of search?
What are the consequences of low search costs for price-related information?
What are the consequences of low search costs for quality-related information?
From a retailer’s perspective, what are the advantages of having unlimited electronic shelf space?
What is the consumer advocacy paradigm? How could a company use this paradigm?
What future trends are likely to shape the way consumers use the web to shop?
Visit a well-designed website, like amazon.com. How does the site make searching for information easy?What type of recommendation agent does the site use?
On a blank sheet of paper, draw a well-designed home web page that would make navigation easy for consumers.
Discuss your most favorite and least favorite web shopping experiences. What were the key factors that lead to these experiences?
Use a search engine to find information for a product that you have never shopped for and that you know little about. Although you know little about this product, could you use the web to learn a lot
Imagine that you are a manager at FoodNetwork.com and you’ve been asked to analyze your company’s website. What are the most positive features of FoodNetwork.com’s website?Deanna Brown,
How could you improve FoodNetwork.com’s website?Deanna Brown, President of Scripps Networks Interactive, says, “Being in tune with the consumer palette allows us to think smartly about what
Besides Walmart, what other new clients would you pursue and why?Deanna Brown, President of Scripps Networks Interactive, says, “Being in tune with the consumer palette allows us to think smartly
Does FoodNetwork.com do a good job of serving as an advocate of consumers?How could consumer advocacy be improved at FoodNetwork.com?Deanna Brown, President of Scripps Networks Interactive, says,
Develop new brand entry strategies and decrease new brand adoption rates.
Develop appropriate brand strategies for each stage of the product life cycle and develop marketing strategies for extending the product life cycle.
Develop a strong brand name.
Develop appropriate marketing strategies for strong brands and weaker brands.
Develop consumer acquisition and retention strategies for a new brand.
Name and describe the four basic entry strategies that can influence the diffusion curve.
What type of entry strategy should be used to promote HDTV?
Think of a brand to which you are loyal.What experiences led to your brand loyalty in this case?
How can marketers extend the product life cycle of a worn-out product?
How does the Young & Rubicam Brand Asset Valuator help marketers?
What factors increase the likelihood of brand cannibalization?
How should marketers of a leading brand of coffee try to maintain their leadership position?
How should marketers of an underdog brand of furniture try to gain a stronger position in the marketplace?
What strategies should marketers use to acquire new customers?
What strategies should marketers use to retain old customers?
Create a category advertisement, a price advertisement, and a differentiating advertisement.
Use the Young & Rubicam Brand Asset Valuator to evaluate the brand equity of Starbucks coffee.
Think of brand extensions that should be considered by KFC (fast-food restaurants), Panasonic(electronics), and Saturn (automobiles).
Think of strategies to increase ambiguity in the marketplace to help Disney retain its leadership position.

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