PART 1

The marketing director for Tempur-Pedic mattresses is assigned the task of emphasizing the mattress' superior sleep quality in the company's next integrated marketing communications program. Discuss the problems the director might encounter in each step of the communication process since the campaign will emphasize something consumers cannot see or observe. Explain how noise or clutter interferes with the communication process.

PART 2

The use of social media has grown during the last two decades. Discuss your personal use of social media. Which social media platforms do you use? Why did you select those particular ones? How do you use social media? In the case study above, which platforms do you think Tempur-Pedic should use as a business and why?

PART 3

Brand image affects purchase decisions. Identify two brands you consider to hold a positive image, and explain why. Identify two brands that you believe should either change or rejuvenate their brand images, and explain why. How can the change or rejuvenation be accomplished for each brand.

PART 4

If your last name starts with A-K, answer this question:

How do values differ from attitudes? Name some personal values related to purchasing decisions.

If your last name starts with L-Z answer this question:

What is meant by affect referral? When is a person likely to rely on such a cognitive approach to evaluating purchasing alternatives?

PART 5

Everyone answer: Examine the consumer decision-making process that is illustrated in Figure 3.1 in your book. Think of a recent high-involvement purchase you made that involved every step in the process. Discuss each of the steps, especially the information search and evaluation of alternatives.

PART 6

If your last name starts with A-K answer this:

Define demographics. How are they used to segment consumer markets? What are geodemographics? How can they be successfully used to define market segments?

If your last name starts with L-Z, answer this:

How can firms take advantage of target markets by gender? How do firms use age to identify market segments? What role does ethnicity play in identifying market segments?

PART 7

Everyone answer:

Make a list of five consumer goods or services that are segmented on the basis of age. Are there actual differences in the product or service attributes? Are there differences in how they are marketed? What are those differences? Do you think using a different marketing approach has worked?