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business
consumer behaviour

Questions and Answers of Consumer Behaviour

The gratification derived from the behavior is short-lived. LOI
The behavior is not done by choice. LOI
What are the two major perspectives that seek to understand and study consumer behavior? LOI
How do different types of specialists study consumer behavior? LOI
Why can consumer activities be harmful to individuals and to society? LOI
How does consumer behavior relate to other issues in our lives? LOI
How is the Web changing consumer behavior? LOI
Why do marketers need to understand the wants and needs of different consumer segments? LOI
Why is consumer behavior a process? LOI
How do consumers use products to help them define their identities in different settings? LOI
what is entity
5. Less-educated individuals are much more likely to smoke and smoke heavily. Does this fact impose additional ethical or regulatory requirements on companies trying to market a so-called safer
4. What regulations, if any, should be applied to promoting toxin reduction in cigarettes?For some years, there has been an ongoing debate over the marketing of so-called safer
3. What are the ethical issues involved surrounding Brown & Williamson’s launch of this product?For some years, there has been an ongoing debate over the marketing of so-called safer
2. Why would consumers believe that Advance was a safer, if not a safe, cigarette despite the disclaimer?For some years, there has been an ongoing debate over the marketing of so-called safer
1. Which of the four positions described above is (are)most likely accurate? Why?For some years, there has been an ongoing debate over the marketing of so-called safer cigarettes—cigarettes with
4. CARU (Children’s Advertising Review Unit) has its own self-regulatory program, which is an FTCapproved Safe Harbor. Participants (companies)who adhere to CARU’s Guidelines are deemed in
3. Do you feel COPPA is adequate? Detail any areas where COPPA could be strengthened in order to better protect children’s online privacy.Table A provides a grid that can be used to evaluate how
2. Prepare a report including the COPPA Evaluation Grid and discuss how well these companies appear to be adhering to the The Rules under COPPA. Are there areas in which you see room for
1. Visit at least three Web sites designed to appeal to children under 13 (e.g., Nick.com, Disney.com and so on) and complete the COPPA Evaluation Grid.Table A provides a grid that can be used to
42. Visit a large supermarket. Considering both cost and nutrition, identify the best and worst breakfast cereal focused on children. What do you conclude?
41. Find and copy or describe an ad that you feel is misleading. Explain why.
40. Repeat Question 37 for prime-time television and adults.
39. Interview two grade-school teachers and get their responses to material provided by corporations and the level of educational versus commercial content.
38. With parental consent, interview a child 2 to 4 years of age, one between 5 and 7, and one between 8 and 10. Determine their understanding of the selling intent and techniques of television
37. Watch two hours of Saturday morning children’s programming on a commercial channel (not public broadcasting). Note how many commercials are run. What products are involved? What are the major
36. Do you believe reference prices generally refl ect prices at which substantial amounts of the product are normally sold? Does this vary by store, season, or other circumstances?
35. To what extent, if at all, do you use nutrition labels to guide your purchases? Why?
34. “Since riding tricycles is a major cause of accidental injury to young children, the product should be banned.” State and defend your position on this issue (the fi rst part of the statement
33. Do you think corrective advertising works?Evaluate the three corrective messages described in the text.
32. Respond to the questions in Consumer Insight 20–1.
values?31. Do you agree that beer advertisements portraying groups of active young adults having fun while consuming beer teach people that the way to be popular and have fun is to consume alcohol?
30. Does advertising infl uence or refl ect a society’s
29. What rules, if any, should govern advertising and promotional messages presented in the classroom?
28. What rules, if any, should govern marketing to kids on the Internet?
27. What rules, if any, should govern mobile marketing to children?
26. Does advertising infl uence children’s values? What can the FTC or CARU do to ensure that positive values are promoted? Be precise in your responses.
25. Are the self-regulatory attempts by the food and beverage industry enough in regard to regulating food marketing to children? What if anything additional would you propose? Explain.
24. How much and what type of (if any) advertising should be allowed on television programs aimed at children of the following ages?a. Under 6b. 6 to 9c. 10 to 12
23. Turkey ham looks like ham and tastes like ham but it contains no pork; it is all turkey. A nationwide survey of consumers showed that most believed the meat product contained both turkey and ham.
22. A television advertisement for General Mills’ Total cereal made the following claim: “It would take 16 ounces of the leading natural cereal to equal the vitamins in 1 ounce of fortifi ed
21. What is a reference price? What is the concern with reference prices?
20. What are the major regulatory issues with respect to prices?
19. What are the major regulatory issues with respect to products?
18. What are the FTC’s general guidelines for “clear and conspicuous” disclosure in an online setting?
17. What is corrective advertising?
16. What is information overload?
15. What are the concerns with consumer information adequacy?
14. What are the concerns with consumer information accuracy?
13. What are the issues concerning the impact of advertising on adults’ values?
12. What are the major concerns with marketing communications targeting adults?
11. How would you go about deciding if COPPA has been effective?
10. Describe the key provisions of The Rules under COPPA .
9. Why are consumer advocates worried about marketing to kids on the Internet?
8. What is meant by “commercialization of schools”?What are the various areas in which commercialization can occur, and what are the major concerns?
7. What are the concerns associated with mobile marketing to children?
6. What are the issues concerning the impact of advertising on children’s values?
5. What are the issues concerning the impact of advertising on children’s health and safety?
4. What are the major concerns about the content of commercial messages targeting children?
3. What is CARU ? What does it do? What are some of its rules?
2. What are the main issues concerning children’s ability to comprehend advertising messages?
1. What are the major concerns in marketing to children?
4. Based on DDB Tables 1B through 7B, what characterizes those who feel that there is not enough ethnic diversity in commercials today? What are the marketing and regulatory implications of this?
3. What characterizes individuals who feel that advertising directed at children should be taken off TV(DDB Tables 1B through 7B)? What are the marketing and regulatory implications of this?
2. Using the DDB Tables (1B through 7B), determine what characterizes people who avoid buying products advertised on shows with sex or violence . What are the marketing and regulatory implications of
1. Based on DDB Tables 1B through 7B, what characterizes individuals who feel TV commercials place too much emphasis on sex? What are the marketing and regulatory implications of this?
7. Visit an adult-oriented site such as Mike’s Hard Lemonade (www.mikeshardlemonade.com). How hard would it be for a 10-year-old to access inappropriate content on this site?
6. Visit the Better Business Bureau Web site (www.bbb.org). Describe the issues the BBB is concerned with in terms of consumer protection and marketing to adults.
5. Visit three companies’ Web sites. Evaluate their privacy statements and policy.
4. Visit one of the sites listed below. Evaluate the effectiveness of the site in terms of marketing to children and the degree to which it meets the requirements of The Rules under COPPA( Table
3. Visit the TrustE Web site (www.truste.org).Evaluate its approach to privacy. Will such a seal increase consumer confi dence in a site? Justify your response.
2. Visit the CARU Web site (www.caru.org). Examine the past six months’ news releases. Place each case in a category (such as privacy protection). What do you conclude?
1. Visit the Federal Trade Commission Web site(www.ftc.gov). Describe the issues the FTC is concerned with in terms of consumer protection and marketing.
29. Interview a manager at a business or government agency who has recently been involved in an important purchase decision (e.g., a capital equipment acquisition). Have them describe the key infl
28. For a given organization, identify its reference groups. Create a hierarchical diagram, as shown in Figure 19–2, and discuss how this organization could infl uence groups that would in turn
27. Interview a person responsible for purchasing for a business or government agency. Have that person describe and evaluate any attempts at relationship marketing by its suppliers. What do you
26. Interview a representative from a commercial, governmental, and nonprofi t organization. For each, determine its fi rmographics, activities, and objectives.Then relate these differences to
25. Review two issues of a magazine targeting organization buyers or purchase infl uencers. What percent of the ads contain emotional or other noneconomic appeals?
24. Interview an appropriate person at a large and at a small organization, and ask each to identify purchase situations that could be described as straight rebuy, modifi ed rebuy, and new task. For
23. For each of the three purchase situations described in the chapter (Table 19–2), describe a typical purchase for the following:a. Wendy’sb. A local radio stationc. Targetd. Your universitye.
22. “Industrial purchases, unlike consumer purchases, do not have an emotional component.” Comment.
21. Discuss how a small biotechnology fi rm could infl uence the reference group infrastructure and the lead users to accelerate adoption of its products in the market.
20. Discuss how Compaq might use a macrosegmentation strategy to sell computers to businesses.
19. What role does brand/brand image play in the organizational decision process?
18. Discuss how the following pairs differ from each other in terms of organizational activities and objectives. Discuss how these differences infl uence organizational cultures.a. Wal-Mart, Targetb.
17. Describe how Hewlett-Packard might vary in its organizational culture from the following. Justify your response.a. Dell Computerb. Compaqc. Apple
16. Respond to the questions in Consumer Insight 19-1.
15. Describe three organizations with distinctly different organizational cultures. Explain why they have different organizational cultures and the factors that have helped shape the style of each.
14. In what ways does the Internet play a role in the organizational decision process?
13. What are the three purchase situations commonly encountered by organizations? How do organizations typically respond to each situation?
12. Why is purchase implementation a critical part of the organizational decision process?
11. What is a two-stage decision process ?
10. What are organizational motives ?
9. How can a seller organization infl uence perceptions of a buyer organization?
8. What is a decision-making unit ? How does it vary by purchase situation?
7. What are lead users and how do they infl uence word-of-mouth communication and the sales of a new product?
6. What types of reference groups exist in organizational markets?
5. Defi ne macrosegmentation and describe the variables used to create a macrosegmentation of an organizational market.
4. What are fi rmographics and how do they infl uence organizational culture?
3. What are organizational values ? How do they differ from personal values?

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