Question 1

Harley-Davidson knows that many of its customers today are professional people who want the pride of owning a Harley. Harley-Davidson also appeals to its more traditional market: cyclists who want a smooth, powerful ride. To be successful, Harley-Davidson needs to appeal to which type(s) of needs?

Accepted Answer

The answer of Harley-Davidson knows that many of its customers...

Question 2

Assume you are the manager of a resort property that is close to the mountains, to several recreational sites, and to a few luxury restaurants and stores. How would you manage customer expectations to enhance postpurchase satisfaction? Be specific.

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The answer of Assume you are the manager of a...

Question 3

After her first year in college, Veronica wants to decide on a major. What internal and external sources of information will she use to help her in making a decision?

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The answer of After her first year in college, Veronica...

Question 4

Whenever major golf professionals use a new piece of golf equipment, sales of that equipment jump rapidly. What type of social influence do PGA and LPGA professionals represent for average golfers?

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The answer of Whenever major golf professionals use a new...

Question 5

When Roger decides which airline to use to fly from Baltimore to San Diego, he considers the price, number of stops, and frequent-flyer miles he will earn. However, earning frequent-flyer miles is the most important factor for him. Is Roger using a compensatory or noncompensatory decision rule? Explain your reasoning.

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The answer of When Roger decides which airline to use...

Question 6

Marketers often use the principles and theories from other disciplines to understand consumer actions and develop marketing strategies. According to the text, what disciplines are most useful to marketers trying to understand consumer behavior?

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The answer of Marketers often use the principles and theories...

Question 7

Fred's Heating and Air Conditioning Service is considering using the slogan, "We fix it the first time, every time." Why might this slogan be a bad idea if Fred wants to maximize postpurchase satisfaction? Create a better slogan for Fred.

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The answer of Fred's Heating and Air Conditioning Service is...

Question 8

What evaluative criteria would consumers be likely to use in choosing a family physician?

Accepted Answer

The answer of What evaluative criteria would consumers be likely...

Question 9

Using automobiles as an example, explain the differences between universal, retrieval, and evoked sets, and identify the one that is most important to marketers.

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The answer of Using automobiles as an example, explain the...

Question 10

Marketers believe that the decision-making process begins with a consumer's need recognition. Not everyone agrees. How would you answer critics who believe marketers can force people to buy things they don't want?

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The answer of Marketers believe that the decision-making process begins...

Question 11

Using examples, describe the difference between impulse buying and habitual decision making.

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The answer of Using examples, describe the difference between impulse...

Question 12

At a convenience store, Brian bought a bag of chips he had never tried before. Driving down the road, Brian opened the bag, took a bite, and realized he had purchased pork rinds by mistake. Being a vegetarian, Brian threw away the chips. Brian felt very little buyer's remorse and soon forgot about the experience. Why?

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The answer of At a convenience store, Brian bought a...

Question 13

Why is it dangerous for marketers to set unrealistically high consumer expectations?

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The answer of Why is it dangerous for marketers to...

Question 14

Why are attitudes important in consumer decision making?

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The answer of Why are attitudes important in consumer decision...

Question 15

How does the shopping situation affect consumer behavior, both positively and negatively?

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The answer of How does the shopping situation affect consumer...

Question 16

Larry operates a fishing resort in the Galapagos Islands. Few guests visit his remote island more than once, but Larry has his assistant e-mail recent customers each month to see how satisfied they were with their stay at his resort. Why would Larry spend effort on past customers if few guests come more than once?

Accepted Answer

The answer of Larry operates a fishing resort in the...

Question 17

Provide two decision-making examples: one of an occasion when a consumer might use a compensatory decision rule, and one when the consumer might use a noncompensatory decision rule. For each, briefly identify the characteristics of the decision that would make a compensatory or noncompensatory rule the best choice. Be specific.

Accepted Answer

The answer of Provide two decision-making examples: one of an...

Question 18

When Dee has business in Denver, she often goes out for a fancy meal. When deciding where to go, the restaurants she usually chooses are the local Thai restaurant and the elegant French restaurant. Do these two restaurants represent her universal, retrieval, or evoked set of choices?

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The answer of When Dee has business in Denver, she...

Question 19

Often political candidates position themselves as "outsiders," not part of the establishment. These candidates assume that voters have a negative attitude toward incumbent politicians (i.e., those currently in office). Describe three components of attitudes voters might have toward incumbent politicians.

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The answer of Often political candidates position themselves as "outsiders,"...

Question 20

What is the difference between a functional need and a psychological need? How can getting a college education fulfill both types of needs?

Accepted Answer

The answer of What is the difference between a functional...

Quiz 6: Consumer Behavior