This document contains review and discussion questions about marketing strategies and consumer behavior. It asks about factors that influence purchases of different products, compares problem-solving decision-making approaches, discusses developing criteria for choosing a digital camera in Europe, and how Apple uses customer expectations and behavior research. It also addresses how consumers reduce post-purchase anxiety and identifying innovators for a new TV. The document provides hands-on assignments involving analyzing recent purchases, interviewing friends about smartphones, and describing purchase processes for soft drinks and sneakers. It asks about targeting children, exploitive advertising, and direct-to-consumer drug advertising. It provides tasks involving finding examples of different types of ads and unethical consumption behaviors.
This document contains review and discussion questions about marketing strategies and consumer behavior. It asks about factors that influence purchases of different products, compares problem-solving decision-making approaches, discusses developing criteria for choosing a digital camera in Europe, and how Apple uses customer expectations and behavior research. It also addresses how consumers reduce post-purchase anxiety and identifying innovators for a new TV. The document provides hands-on assignments involving analyzing recent purchases, interviewing friends about smartphones, and describing purchase processes for soft drinks and sneakers. It asks about targeting children, exploitive advertising, and direct-to-consumer drug advertising. It provides tasks involving finding examples of different types of ads and unethical consumption behaviors.
This document contains review and discussion questions about marketing strategies and consumer behavior. It asks about factors that influence purchases of different products, compares problem-solving decision-making approaches, discusses developing criteria for choosing a digital camera in Europe, and how Apple uses customer expectations and behavior research. It also addresses how consumers reduce post-purchase anxiety and identifying innovators for a new TV. The document provides hands-on assignments involving analyzing recent purchases, interviewing friends about smartphones, and describing purchase processes for soft drinks and sneakers. It asks about targeting children, exploitive advertising, and direct-to-consumer drug advertising. It provides tasks involving finding examples of different types of ads and unethical consumption behaviors.
This document contains review and discussion questions about marketing strategies and consumer behavior. It asks about factors that influence purchases of different products, compares problem-solving decision-making approaches, discusses developing criteria for choosing a digital camera in Europe, and how Apple uses customer expectations and behavior research. It also addresses how consumers reduce post-purchase anxiety and identifying innovators for a new TV. The document provides hands-on assignments involving analyzing recent purchases, interviewing friends about smartphones, and describing purchase processes for soft drinks and sneakers. It asks about targeting children, exploitive advertising, and direct-to-consumer drug advertising. It provides tasks involving finding examples of different types of ads and unethical consumption behaviors.
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Review and Discussion Questions
14.1. 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.
14.2. What are the differences among the three problem-solving decision-making approaches? What type of decision process would you expect most consumers to follow in their first purchase of a new product or brand in each of the following areas: (a) chewing gum, (b) sugar, (c) men’s aftershave lotion, (d) carpeting, (e) paper towels, (f) smartphone, and (g) luxury car? Explain your answers.
14.3. Assume that this coming summer you are planning to spend a month touring Europe and looking for an advanced digital camera. (a) Develop a list of product attributes that you will use as the purchase criteria in evaluating various digital cameras. (b) Distinguish the differences that would occur in your decision process if you were to use compensatory versus no compensatory decision rules.
14.4. How can Apple use its knowledge of customers’ expectations in designing a marketing strategy for a new iPad?
Apple and Consumer Behaviour Marketing An itemized comprehension of Apple's clients
permitted the organization to break down customer conduct all the more adequately. Apple utilizes this knowledge to tailor items and brand messages that resound with the intended interest group making items that work better and are easy to utilize. Shopper conduct promoting is a fundamental fixing in the current business environment. The organizations that apply this kind of promoting admirably enjoy a particular cutthroat benefit that distances them from their opponents. Shopper conduct research is the essential driver at the center of any great technique. Examination gives noteworthy understanding and guarantees business achievement.
14.5. How do consumers reduce post-purchase dissonance? How can marketers provide positive reinforcement to consumers after the purchase to reduce dissonance?
14.6. Sony is introducing a 65” Ultra HD TV that has a higher screen resolution than other TVs and advanced signal processing. The TV’s introductory price is $10,000. a. Who should be Sony’s initial target market? What are the target consumers’ demographics and psychographics?
b. How would you identify the innovators for this product?
c. Is the new model a continuous, dynamically continuous, or discontinuous innovation? Explain
your answer.
14.7. Describe how Sony can use the five product features that affect adoption in order to speed up the diffusion of its new TV model.
Hands-on Assignments
14.8. 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 the characteristics of the people who adopted it first? What types of people did not adopt it? What features of the product, service, or style are likely to determine its eventual success or failure?
14.9. Identify five friends who have recently purchased a new smartphone (with some features that they consider to be “new”). Interview each person and ask him or her:
a. Why did you select this phone over other smartphones that you were looking at or considering?
b. Do you currently like the phone for the same reasons that caused you to purchase it, or have you found additional reasons?
c. What improvements would you recommend for the next model?
d. After you are finished, get together with other students and discuss what you have found. Look for similarities and differences.
14.10. 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 role, if any, did advertising play in your need recognition?
14.11. 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 colleges along the different attributes that were important to you and how you made your decision. Be
15.1. Some say that targeting any group of consumers who are willing and able to purchase a product is simply good marketing. For example, advertising sweet and fatty foods to young children is perfectly okay because children like sweets, and when parents buy these products at their children’s request, the needs of both the kids and their parents are met and satisfied. What is your reaction to this view?
15.2. 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 benefits to the disadvantaged children from having the cell phones (e.g., safety) outweighed any 15.3.
15.4.
15.5.
15.6. “exploitive targeting” considerations. Do you agree or disagree with the company’s position? Explain your answer.
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 wise strategy or not? Explain your answer.
Is it right to advertise prescription medications directly to consumers? Why or why not?
Why is it important to study consumer ethics?
What are the privacy implications of companies’ increasingly widespread monitoring of online consumers?
Hands-on Assignments
15.7. Find, and discuss ads that depict each of the following:
a. Exploitive targeting of children
b. Overaggressive advertising
c. Direct-to-consumer advertising of pharmaceuticals
d. Cause-related marketing
e. Societal marketing by a not-for-profit group
f. Societal marketing by a for-profit company
g. Socially undesirable representation
15.8. Online, find three examples of advertising embedded within entertainment content and discuss them.
Key Terms 15.9. 15.10. 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 engaging in that practice may use to justify it. 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 learning or perception (see Chapters 4 and 5) in targeting children.
