Questions and Answers of Principles Of Behavior

Your local zoo wants to assess its customers’ attitudes toward its facilities. Develop a questionnaire for this measurement using each of the attitude scales below twice in the survey:a. A likert
Based on the discussion of focus groups and depth interviews, develop a discussion guide for studying college students’reactions to their brand and model of cell phone.
A manufacturer of domestic appliances is looking to present an innovation in its product range of refrigerators—a“smart” fridge. In which stages of product development might (a) qualitative and
Why is observation becoming a more important component of consumer research? Describe two new technologies that can be used to observe consumption behavior and explain why they are better to use than
How would the interpretation of survey results change if the researcher used a probability sample rather than a nonprobability sample? Explain your answer.
A manufacturer of agricultural machinery is planning to launch a new robot lawnmower model that, besides mowing, can also collect leaves. The company would like to know what consumers think of this
What are the advantages and limitations of secondary data?
What is the difference between primary and secondary research? Under what circumstances might the availability of secondary data make primary research unnecessary?What are some major sources of
LEGO, a famous manufacturer of construction toys, did global market research with 3,500 girls and their mothers over the span of four years. What, in your opinion, justifies this effort and
Visit the news section at www.caru.org. Select three of the press releases featured there (other than those discussed in this chapter) and illustrate how they depict the unethical applications of
Compile a list of consumption behaviors that you consider unethical. For each behavior listed, explain why you view it as wrong. Also, for each behavior listed, discuss the possible reasons a person
Find, and discuss ads that depict each of the following:a. Exploitive targeting of childrenb. Overaggressive advertisingc. Direct-to-consumer advertising of pharmaceuticalsd. Cause-related
What are the privacy implications of companies’ increasingly widespread monitoring of online consumers?
At a time when many consumers can avoid advertising messages via time-shifting devices, marketers increasingly use product placements (also known as branded entertainment). In your view, is this a
A soft-drink company distributed cell phones to preadolescents in low-income areas. The phones routinely received advertising messages for the drink. Following criticism, the company said that the
Societal marketing advocates balancing society’s interests with the needs of consumers and marketers. In accordance with this, marketers should not advertise foods to young people and other
Keep a consumer journal for three days. On each day, briefly describe each of your consumer journeys and decisions.Apply the concepts and terms in this chapter to analyze your consumer behavior.
Consider items you have in closets and cabinets that might be considered cabinet castaways. What are these products?Why didn’t you use them? What could be a marketer’s role to ensure that you use
The key characteristics that influence buyer behavior toward new products are perceived risk, media influence, social characteristics, and demographic characteristics. Suppose that you are planning
List three colleges that you considered when choosing which college or university to attend and the criteria that you used to evaluate them. Describe how you acquired information on the different
Describe the need recognition process that took place before you purchased your last can of soft drink. How did it differ from the process that preceded the purchase of a new pair of sneakers? What
It is difficult to find a global definition for the term “innovation,”as it takes many forms. Organizations such as Google and the Virgin Group have succeeded in highly competitive industries due
Identify a product, service, or style that was recently adopted by you and/or some of your friends. Identify what type of innovation it is and describe its diffusion process up to this time. What are
Describe how Sony can use the five product features that affect adoption in order to speed up the diffusion of its new TV model.
Amazon Alexa is a virtual assistant developed by Amazon and was first used in the Amazon Echo Dot smart speaker.Alexa can perform many functions, like voice interaction, music playback, setting up of
How do consumers reduce post-purchase dissonance? How can marketers provide positive reinforcement to consumers after the purchase to reduce dissonance?
How can Apple use its knowledge of customers’ expectations in designing a marketing strategy for a new iPad?
Consumers purchase products to satisfy their needs; these could be luxury items or necessities. Many large consumer purchases require in-depth comparisons in terms of price, quality, and brand.
Marketers must ensure that their products become a part of a consumer’s evoked set if they are to be considered. What are some of the factors that increase pre-purchase information search? Which
What kinds of marketing and sociocultural inputs would influence the purchase of: (a) HDTV set, (b) concentrated liquid laundry detergent, and (c) fat-free ice cream? Explain your answers.
Select one of the following countries: Mexico, Brazil, Germany, Italy, Israel, Kuwait, Japan, or Australia. Assume that a significant number of people in the country you chose would like to visit the
Interview a student from another culture about his or her use of: (a) credit cards, (b) fast-food restaurants, (c) shampoo, and (d) sneakers. Compare your consumption behavior to that of the person
Have you ever traveled outside the United States? If you have, identify some of the differences in values, behavior, and consumption patterns that you noted between people in a country you visited
Looking at the charts presented earlier in this chapter, select a product that members of a particular nation consume very lightly. Research the country’s culture and geographic location and
Looking at the charts presented earlier in this chapter, select a product that members of a particular nation consume heavily. Research the country’s culture and geographic location and describe
Coca-Cola is considering introducing very small bottles of its product in Brazil. These would cost less than bottled water. Discuss whether or not the company should do so.
An American company is considering introducing yogurt in Japan. What cultural aspects should the company study before deciding whether or not to do so?
Give three examples of product problems that companies have faced during marketing in global markets and describe how these problems could have been avoided.
Give three examples of linguistic problems that companies have faced during marketing in global markets and describe how these problems could have been avoided.
What are the advantages and disadvantages of localized promotional strategies?
What are the advantages and disadvantages of global promotional strategies?
What is cross-cultural consumer analysis? How can a multinational company use cross-cultural research to design each factor in its marketing mix for a non-domestic market? Illustrate your answer with
In terms of consumer behavior, are the world’s countries and their cultures becoming more similar or more different?Discuss.
With all the problems facing companies that go global, why are so many companies choosing to expand internationally?What are the advantages of expanding beyond the domestic market?
Find two good and two bad examples of advertising directed toward elderly consumers. To what degree are these ads stereotypical?Do they depict the concept of perceived age?How could these ads be
Perceptions and age influence consumer behavior. Experiences from an early age have shaped and influenced people’s consumption patterns. These experiences are known as cohort effects. Therefore,
Interview one baby boomer and one adult Generation Y consumer regarding the purchase of a car. Prepare a report on the differences in attitudes between the two individuals. Do your findings support
Identify a group that can be regarded as a subculture within your university or college.a. Describe the norms, values, and behaviors of the subculture’s members.b. Interview five members of that
a. How should marketers promote products and services to working women? What appeals should they use?Explain.b. As the owner of a BMW automobile dealership, what kind of marketing and service
Marketers realize that people of the same age often exhibit very different lifestyles. Using the evidence presented in this chapter, discuss how developers of retirement housing can use older
According to a World Global Teen Study, 30 percent of all adolescents value their public image. Based on this data, a leading anti-dandruff shampoo company has plans to revamp its promotional
Asian Americans are a small proportion of the total U.S.population. Why are they an important market segment? How can a marketer of tablet computers effectively target Asian Americans?
Savvy marketers understand and recognize subcultures in targeting consumers. How do marketers for the brands Safi Shayla, Tan Ngan Lo, and Uncle Saba’s Poppadom use advertising appeals and elements
Discuss the importance of subcultural segmentation to marketers of food products. Identify a food product for which the marketing mix should be regionalized. Explain why and how the marketing mix
Why is subcultural analysis especially significant in a country such as the United States?
Find five ads promoting “green” products or activities and explain whether you believe each one is effective or not.
An advertisement has to be quite specific in order to adequately target the interests of a populace. In many Asian countries, language is the first variable of choice, and the specific language used
a. Summarize an episode of a Netflix, TV show, or online series that you watch regularly. Describe how the episode transmitted cultural beliefs, values, and customs.b. Select three commercials that
Rituals and routines are highly subjective and culture-specific.For example, an Asian breakfast may be different from a Western one in terms of food selection, time of day, and favored location. With
Identify a singer or singing group whose music you like and discuss the symbolic function of the clothes that person (or group) wears.
Do consumers react differently to green products depending on their countries of origin? If so, why?
Food companies are now modifying their products to cater to health-conscious consumers. Why?
For each of the following products and activities:a. List two relevant core values and explain your choices.b. Describe how each value either encourages or discourages buying the product or engaging
The Malaysian Palm Oil Association (MPOA) is planning a persuasive advertising campaign to encourage consumers to switch from a diet of teh tarik (literally “pulled tea”) to drinking coconut
In what ways do the three forms of cultural learning differ from one another? How can each be used effectively in marketing and advertisements?
Distinguish between terminal and instrumental values and their subsets. What does this classification identify? According to the Rokeach typology, in terms of cultural orientation, individuals can
Discuss what is meant by the term “social status”? What are the features you can identify in an individual’s social group? Do you feel you belong to a social group?
Discuss and evaluate the social changes over the last 100 years. Consider global events such as the two World Wars, the global recessions of the 1930s and 2008, technology advancements, and changes
In this chapter, we have considered how parents and siblings play a role in the consumer socialization of their children and young brothers and sisters, and how adults continue to be socialized
Lifestyles, consumption patterns, leisure activities, hobbies, media exposure, and scores of other factors are homogeneous within social classes and heterogeneous among them. What age subculture and
To what extent is technology an aspect of social class?Does it require its own social group?
Which status-related variable—occupation, education, or income—is the most appropriate segmentation base for:(a) family vacations, (b) opera subscriptions, (c) subscribing to online.wsj.com, (d)
A composite-variable index is used to better understand social class. Explain and evaluate each element of the index.The three key elements are:a. Occupationb. Educationc. Income
Why do marketing researchers use objective, rather than subjective, measures of social class?
As individuals reach the age of retirement, they become more dependent on services. These services can be provided by both private and public sectors. Identify which services are required and how
For many years, the key subjective measurement of social class has been particular items of value, such as the type of car, brand of clothing, and the technology that an individual has access to.
How does the family influence the consumer socialization of children? What role does television advertising play in consumer socialization?
Choose two brands of your liking and check their Facebook accounts, including posts and replies. Which word-of-mouth interactions do you see? Which consumer interactions can you find on these
Prepare a list of negative rumors that you (or your friends)have heard recently about a company or a product.
Find ads that encourage consumers to engage in word-ofmouth communications.
Suppose that you are looking for a new computer and a new pair of shoes at the same time. Thinking of these two different shopping objectives, the advice of which family members or friends would you
While doing your daily or weekly shopping (everything from food to clothes), take note of any products that feature endorsers or spokespersons (in the form of celebrities, actual customers, etc.) on
A car manufacturer is about to launch a new model with an innovative new engine system. How can an understanding of the adopter categories influence the manufacturer’s communication for the new car
Roger Federer, one of the world’s best tennis players, promotes products like Rolex watches, Mercedes-Benz cars, Lindt chocolate, Wilson rackets, and Nike sportswear. Which reference group is
How can marketers use social networks, brand communities, and weblogs to locate new customers and target them?
Compare the advantages and disadvantages of the methods of measuring opinion leadership.
How can companies strategically use buzz agents and viral marketing? Illustrate with examples.
Why is an opinion leader a more credible source of product information than an advertisement for the product? Are there any circumstances in which information from advertisements is likely to be more
List and discuss the factors that affect the credibility of formal communications sources of product information. What factors influence the perceived credibility of informal communications sources?
What is the difference between membership groups and symbolic groups? List one membership group and one symbolic group that influence your purchases. Explain which group influences you more and why.
What are reference groups? List and discuss at least four groups that influence your purchases. For each group, indicate whether its influence is comparative, normative, or both, and explain your
If you have access to interactive TV, watch a program of your choice and make notes on how such viewing differs from watching traditional TV.
Sort the permissions you have requested from sources according to the permissions categories discussed in this chapter.
List and describe five product placements that you have seen in TV shows and movies.
Take pictures of two illustrations of out-of-home media, present them in class, and describe why they are or are not effective.
Using the same format as in the previous question, discuss social media’s influence on your parents’ buying behavior.
In groups of four, discuss and compare how social media has influenced your consumer behavior.
What is branded content and how can it be used effectively?
How has print media reacted to the decline of their advertising revenues?
Compare advertising on traditional TV and doing so on interactive TV.

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