Questions and Answers of Marketing Real People Real Choices

6-7. What is behavioral learning? What is cognitive learning?How is understanding these concepts useful to marketers?
6-8. What are the three components of attitudes?
6-9. What is personality?
6-10. What is family life cycle? How does it impact a marketer’s ability to better reach their target?
6-11. What is the concept of time poverty? How does it impact today’s consumer differently than consumers in the 1970s?
6-12. How do situational influences, such as the physical environment and time, shape consumer purchase decisions?
6-13. What are cultures, subcultures, and microcultures?
6-14. What is the significance of social class to marketers?
6-15. What are reference groups, and how do they influence consumers?
6-16. What are opinion leaders?
6-17. What are gender roles? Define this term and give an example.
6-18. How do B2B markets differ from consumer markets?
6-19. Explain what we mean by derived demand, inelastic demand, fluctuating demand, and joint demand.
6-20. What methods are typically used to classify B2B markets?
6-21. Describe the buyclass framework. What are new-task buys, modified rebuys, and straight rebuys?
6-22. What is a buying center? What are the roles of the members in a buying center?
6-23. Explain the steps in the business buying decision process.
6-24. What is single sourcing? Multiple sourcing? Outsourcing?
6-37. Critical Thinking What are the core values of your culture?List any subcultures that you belong to—what distinctive beliefs, characteristics, or experiences are a part of these?
6-43. Problem Recognition Describe the problem that might lead you to purchase this product.
6-46. Product Choice Make a final decision about which product you will purchase. Describe the heuristics that aided in your decision making.
6-48. Prepare a report that explains in detail the decision-making process for the product in your purchase scenario.
6-49. What is the primary decision facing Starbucks?
6-50. What factors are important in understanding this decision situation?
6-51. What are the alternatives to the primary decision the company is facing?
6-52. What decision(s) do you recommend?
6-53. What are some ways to implement your recommendation?
6-54. What kind of consumer decision-making processes are in play when consumers are considering afternoon snack options?
6-55. What internal influences could influence consumer decisions as they are exposed to various stimuli before or while visiting a Starbucks location?
6-56. What kinds of situational influences might be factors in a consumer’s decision-making process regarding purchases at Starbucks?
7.1 Identify the steps in the target marketing process. pp. 234–235
7.2 Understand the need for market segmentation and the approaches available to do it. pp. 235–247
7.3 Explain how marketers evaluate segments and choose a targeting strategy. pp. 247–250
7.4 Recognize how marketers develop and implement a positioning strategy.pp. 250–253
7.5 Understand the importance of target marketing and the three steps—segmentation, targeting, and positioning—for managing a successful career.pp. 253–254
7-2. What is a target marketing strategy?
7-4. List and explain the major demographic characteristics frequently used in segmenting consumer markets.
7-5. Explain the process of consumer psychographic segmentation.What is VALSTM and how does it divide the population?
7-6. What is behavioral segmentation?
7-7. What are some of the ways marketers segment B2B markets?
7-8. List the criteria marketers use to determine whether a segment may be a good candidate for targeting.
7-10. What is product positioning? Describe the approaches that marketers use to create product positions.
7-11. What do marketers mean by creating a brand personality?What examples can you come up with of uses of brand anthropomorphism?
7-12. How do marketers use perceptual maps to help them develop effective positioning strategies?
7-17. For Further Research (Individual) A geographic information system (GIS) combines a geographic map with digitally stored data about the consumers in a particular geographic area. Using the Web,
7-30. Develop a presentation (or write a report) outlining your ideas, your research, your findings, and your marketing strategy recommendations.
7-31. What is the decision facing McDonald’s?
7-32. What factors are important in understanding this decision situation?
7-33. What are the alternatives?
7-34. What decision(s) do you recommend?
7-35. What are some ways to implement your recommendation?
7-36. What are the challenges of marketing a product that has appeal to several generational market segments?
7-37. Besides age/generational segments, what other market segmentation approaches could McDonald’s use?
7-38. What marketing mix tactics could the company use to appeal to the additional segments you identified?
8.1 Explain how value is derived through different product layers. pp. 264–267
8.2 Describe how marketers classify products.pp. 267–270
8.3 Understand the importance and types of product innovations. pp. 271–274
8.4 Show how firms develop new products. pp. 274–278
8.5 Explain the process of product adoption and the diffusion of innovations. pp. 279–285
8.6 Be prepared to develop your personal value proposition. pp. 285–287
8-1. What is a good? What are the differences between tangible and intangible products?
8-2. Explain what marketers mean by the core product, the actual product, and the augmented product?
8-4. What types of products are bought and sold in B2B markets?
8-5. What is a new product? Why is understanding new products so important to marketers? What are the types of innovations?
8-6. Explain ideation, divergent thinking and convergent thinking.
8-7. What is R&D, and what is its importance to marketers and the product development process?
8-8. List and explain the steps marketers undergo to develop new products.
8-9. What is crowdfunding? How does it help products get to market?
8-10. Explain the stages a consumer goes through in the adoption of a new product.
8-11. List and explain the categories of adopters.
8-12. What product factors affect the rate of adoption of innovations?
8-20. For Further Research (Individual) Take a look at the smartphone market and identify the three newest phones in the marketplace. Using the five characteristics that affect rate of adoption
8-22. What is your viewpoint about measuring creativity? Do you believe it is more constructive or damaging to organizational innovation? Support your opinions.
8-34. Critical Thinking Products such as tax software (think TurboTax)used to be exclusively produced and sold as a physical item in a box on store shelves. With the advancement of technology, the
8-35. Develop a presentation that summarizes your efforts for each of the following phases of new product development:a. Phase 1: Idea generation: Create (in your mind) a new product item that might
8-36. What is the decision facing Nature on Tap?
8-37. What factors are important in understanding this decision situation?
8-38. What are the alternatives?
8-39. What decision(s) do you recommend?
8-40. What are some ways to implement your recommendation?
8-41. What kind of innovation is tapped birch water—continuous, dynamically continuous, or discontinuous?
8-42. What other innovations should the company pursue to continue growing?
8-43. Perhaps you, like many consumers, may have just become aware of tapped birch water. What could the company do to move consumers higher in the Adoption Pyramid?
1.1 Explain what marketing is, the marketing mix, what can be marketed, and the value of marketing.pp. 4–11
1.2 Explain the evolution of the marketing concept.pp. 11–16
1.3 Understand value from the perspectives of customers, producers, and society.pp. 16–25
1.4 Explain the basics of market planning. pp. 25–26
1.5 Understand how to increase your chances of getting a great first job and having a successful career by using the marketing process to create a personal brand. pp. 26–28
1-1. Briefly explain what marketing is.
1-2. L ist and describe the four Ps of the marketing mix.
1-3. Define the terms consumer goods, services, and industrial goods. What do we mean by marketing ideas, people, and places?
1-4. What is user-generated content? What is branded content?
1-5. What is utility? How does marketing create different forms of utility?
1-6. Trace the evolution of the marketing concept. What is the triple-bottom-line orientation?
1-7. Explain how marketers practice the societal marketing concept and sustainability.
1-8. Explain the concept of a value proposition.
1-9. To what does the lifetime value of the customer refer, and how is it calculated?
1-11. What is involved in marketing planning?
1-17. As a consumer, what other metrics would you suggest that might reflect benefits of sustainability initiatives that would motivate you to purchase from one provider or the other?
1-18. Would you buy from a demonstrably more expensive provider just because they exhibited a higher level of commitment to sustainability?

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