Contemporary Marketing Study Set 6

Business

Quiz 5 :

Consumer Behavior

Quiz 5 :

Consumer Behavior

Question Type
search
arrow
Choose a person whom you believe to be a true opinion leader. It might be a media celebrity, a political leader, a sports figure, or someone in another category entirely. Research ways in which the person has possibly shaped consumer attitudes toward various goods and services. Present your findings in class.
Free
Essay
Answer:

Answer:

Opinion leader:
Opinion leader is an individual who purchases products earlier than others in a group. This helps others to know about the product.
Ways that possibly shape consumer attitudes:
The ideas of opinion leader influence the attitude of the consumers. It helps to shorten the time and effort taken for research and analysis about the product.
The following ways shape the attitudes of consumer toward different goods and services:
• Conducting wellness program
• Marketing Campaign
• Book club
• Television shows

Tags
Choose question tag
close menu
arrow
Consumer decision making. Assume you're in the market for both a new cell phone and cell phone provider. Follow the beginning stages in the consumer decision model described in the chapter-recognition of problem or opportunity, search, and evaluation of alternatives. Use the Internet to aid in your consumer decision process. Prepare a report summarizing your experience. Compare and contrast your experience with an actual consumer purchase decision you recently made.
Free
Essay
Answer:

Answer:

Purchase decision of a consumer is influences by following factors:
• Cultural factors include factors which are inherited by individuals such as culture, social class etc.
• Social factors such as status, reference groups, family also affect the decision of consumers.
• Personal and psychological factors also influence buying behavior of individuals.

Tags
Choose question tag
close menu
arrow
Consider a purchase decision involving one of the following types of products. Develop an evoked set of three alternatives for your purchase decision. Then create a list of evaluative criteria that you would use to choose among the alternatives. Research your alternatives in more detail-online, at a store, at a friend's apartment, and the like. Finally, make your purchase decision. Describe to the class how you made your decision- and why.
Free
Essay
Answer:

Answer:

Evoked set includes alternatives considered by a buyer while making a buying decision.
Example: Coffee
Evoked set:
• Latte
• Mocha
• Cappuccino
Criteria involved while making a choice are as mentioned below:
• Taste preferred by an individual
• Time taken for preparation
• Cost of the coffee
• Reviews about the product
While making a purchase decision for a coffee a customer considers above mentioned criteria and make the final purchase decision.

Tags
Choose question tag
close menu
arrow
Marketers of online news content are struggling to change consumer attitudes about whether or not it is fair to charge for this content. While consumers are already willing to pay for movies, music, and games, they don't want to pay for news-whether it is from online versions of newspapers and magazines or online feeds of radio and talk shows. Yet these news formats are created by paid professionals and can be expensive to produce. Increasingly, daily newspapers in the United States have begun creating "pay walls" that require readers, after a while, to pay for a digital subscription. Based on your research and your knowledge of consumer behavior, what steps do you think news marketers might take to change consumer attitudes about whether news should be offered for free?
Essay
Answer:
Tags
Choose question tag
close menu
arrow
Consider your own participation in family purchases. How much influence did you have on your family's decisions as a child? As a teenager? Over what types of products did you have an influence-or not? Compare your answers with those of classmates.
Essay
Answer:
Tags
Choose question tag
close menu
arrow
Marketers point out that the five levels in Maslow's hierarchy of needs are sometimes combined or even bypassed by consumers making purchase decisions. Explain how each of the following could fulfill more than one need: a. A download of "We Are the World: 25 for Haiti" b. A retirement investment account c. Philosophy body wash d. Dinner at a restaurant
Essay
Answer:
Tags
Choose question tag
close menu
arrow
Describe a purchase that a consumer might make that would reflect his or her status within a particular group.If that person's status increased, how might the purchase selection change?
Essay
Answer:
Tags
Choose question tag
close menu
arrow
What are the two conditions that must exist for a consumer to be influenced by a reference group? Have you ever made a purchase based on reference group influence? If so, what was the purchase and how did you come to the decision to make it? If not, why not?
Essay
Answer:
Tags
Choose question tag
close menu
arrow
What are some of the ways marketers can break through consumers' perceptual screens? If you were a marketer for a line of pet food for cats and dogs, what method might you use?
Essay
Answer:
Tags
Choose question tag
close menu
arrow
What are the four role categories that describe each spouse in a household? Which role has changed the most in recent years, and why?
Essay
Answer:
Tags
Choose question tag
close menu
arrow
Why is the concept of acculturation important to marketers who want to target such groups as Hispanic, Asian, or African American consumers?
Essay
Answer:
Tags
Choose question tag
close menu
arrow
Marketers of online news content are struggling to change consumer attitudes about whether or not it is fair to charge for this content. While consumers are already willing to pay for movies, music, and games, they don't want to pay for news-whether it is from online versions of newspapers and magazines or online feeds of radio and talk shows. Yet these news formats are created by paid professionals and can be expensive to produce. Increasingly, daily newspapers in the United States have begun creating "pay walls" that require readers, after a while, to pay for a digital subscription. Express your own view. Is it ethical for marketers of online news content to begin charging consumers for their services? If so, under what circumstances? If not, why or why not?
Essay
Answer:
Tags
Choose question tag
close menu
arrow
How Color Is Used in Marketing Everyone has a favorite color. When someone asks us what it is, we usually answer without hesitation. As consumers, we gravitate toward that color in just about everything-clothing, room décor, automobiles, and the like. (Do you have a friend who always wears black? Or a roommate who insists on decorating entirely in purple?) We're also drawn to our favorite color when we see it in packaging. Marketers know this. They do a great deal of research to determine greater complexities in the perception of color, as well as cultural determinants of color preferences. To break through consumers' perceptual screens so they are attracted to the products being offered, marketers need to understand how color is perceived in order to use it effectively. Scientists know that color literally affects the body and mind. Colors stimulate the nervous system and create emotional states. For example, red increases the heart and breathing rate. It also represents danger or caution. Advertisements that display words or product details-such as tooth decay prevention-against a red background may cause consumers to respond with a purchase in order to avoid getting cavities. McDonald's use of red in its color scheme subliminally encourages consumers to order and eat their food quickly-the whole idea of fast food. On the other hand, blue has a calming influence on the nervous system and evokes peace, freedom, optimism, trustworthiness, and creativity. If marketers want to emphasize the teeth-whitening properties of the toothpaste described earlier, using advertisements or packaging with a blue background would likely be most effective. The color blue also suggests intelligence. IBM has always been known as "Big Blue." For a firm that develops and promotes high-tech products, the link to trustworthiness, creativity, and intelligence helps create a positive attitude among consumers. Green is another positive marketing color, commonly representing nature, freshness, health, abundance, and money. General Mills has a green "G" as part of its logo. Freshness, health, nature, and abundance are all qualities that consumers would like to find in the food they buy. Color has certain meanings in different cultures-in the U.S., white signifies cleanliness and purity; but in China, white is associated with funerals and mourning. So, a U.S. manufacturer of bedding or tablecloths would not want to try to market its crisp white linens to Chinese consumers. And whereas yellow signifies happiness in the U.S., the color symbolizes sadness in Greece and jealousy in France. This presents a difficulty for global marketers such as McDonald's, whose signature brand colors are red and yellow. Although the golden arches remain their true color at the restaurants themselves, visitors to the McDonald's France Web site will find that pale blue and pale yellow are the predominant colors that appear on the site. Understanding the psychology of color-the way it can be used to affect perception and shape consumer attitudes toward goods and services-is an important tool for marketers. The next time you find yourself reaching for the green bottle of vitamins or asking to test drive the blue car, at least you'll know why. Choose one of the following companies. What colors does it use predominantly in its logo or packaging? How do these colors affect the perception of its products? a. Wendy's b. Microsoft c. L.L. Bean d. Starbucks
Essay
Answer:
Tags
Choose question tag
close menu
arrow
How Color Is Used in Marketing Everyone has a favorite color. When someone asks us what it is, we usually answer without hesitation. As consumers, we gravitate toward that color in just about everything-clothing, room décor, automobiles, and the like. (Do you have a friend who always wears black? Or a roommate who insists on decorating entirely in purple?) We're also drawn to our favorite color when we see it in packaging. Marketers know this. They do a great deal of research to determine greater complexities in the perception of color, as well as cultural determinants of color preferences. To break through consumers' perceptual screens so they are attracted to the products being offered, marketers need to understand how color is perceived in order to use it effectively. Scientists know that color literally affects the body and mind. Colors stimulate the nervous system and create emotional states. For example, red increases the heart and breathing rate. It also represents danger or caution. Advertisements that display words or product details-such as tooth decay prevention-against a red background may cause consumers to respond with a purchase in order to avoid getting cavities. McDonald's use of red in its color scheme subliminally encourages consumers to order and eat their food quickly-the whole idea of fast food. On the other hand, blue has a calming influence on the nervous system and evokes peace, freedom, optimism, trustworthiness, and creativity. If marketers want to emphasize the teeth-whitening properties of the toothpaste described earlier, using advertisements or packaging with a blue background would likely be most effective. The color blue also suggests intelligence. IBM has always been known as "Big Blue." For a firm that develops and promotes high-tech products, the link to trustworthiness, creativity, and intelligence helps create a positive attitude among consumers. Green is another positive marketing color, commonly representing nature, freshness, health, abundance, and money. General Mills has a green "G" as part of its logo. Freshness, health, nature, and abundance are all qualities that consumers would like to find in the food they buy. Color has certain meanings in different cultures-in the U.S., white signifies cleanliness and purity; but in China, white is associated with funerals and mourning. So, a U.S. manufacturer of bedding or tablecloths would not want to try to market its crisp white linens to Chinese consumers. And whereas yellow signifies happiness in the U.S., the color symbolizes sadness in Greece and jealousy in France. This presents a difficulty for global marketers such as McDonald's, whose signature brand colors are red and yellow. Although the golden arches remain their true color at the restaurants themselves, visitors to the McDonald's France Web site will find that pale blue and pale yellow are the predominant colors that appear on the site. Understanding the psychology of color-the way it can be used to affect perception and shape consumer attitudes toward goods and services-is an important tool for marketers. The next time you find yourself reaching for the green bottle of vitamins or asking to test drive the blue car, at least you'll know why. Should a global firm like McDonald's or General Mills change the colors of its logo or packaging depending on the country in which it is marketing? Why or why not? How might this affect consumer attitudes toward the company and its products?
Essay
Answer:
Tags
Choose question tag
close menu
arrow
Marketers of online news content are struggling to change consumer attitudes about whether or not it is fair to charge for this content. While consumers are already willing to pay for movies, music, and games, they don't want to pay for news-whether it is from online versions of newspapers and magazines or online feeds of radio and talk shows. Yet these news formats are created by paid professionals and can be expensive to produce. Increasingly, daily newspapers in the United States have begun creating "pay walls" that require readers, after a while, to pay for a digital subscription. Go online to research different news sources-those that are free (such as the headlines offered on Yahoo) and those for which there is a charge (such as online magazine or newspaper subscriptions). Is there a difference in features or the extent of services offered?
Essay
Answer:
Tags
Choose question tag
close menu
arrow
One major trend in consumer spending that is likely to last for the next several years is a focus on value. Dollar stores and discount supermarkets have been profitable during the economic downtown, and their popularity shows no sign of abating. 39 While consumers search for bargains, manufacturers and retailers of luxury goods are struggling to change consumer attitudes toward their products. On your own or with a classmate, choose one of the following luxury brands (or select one of your own) and create an advertisement for the product that seeks to change consumer attitudes about your product and show it would make a good purchase. a. Mercedes-Benz automobiles b. Louis Vuitton leather goods c. Tiffany jewelry d. Four Seasons Hotels and Resorts e. FlightOptions jet ownership
Not Answered

There is no answer for this question

Tags
Choose question tag
close menu
arrow
Describe a group to which you belong-it might be a team, a club, or your roommates. Outline the norms of the group, the major roles that different members play, and your own status within the group. Have you ever sought to change your status? Why or why not?
Essay
Answer:
Tags
Choose question tag
close menu
arrow
Marketing to children. Advertising and other marketing efforts directed toward children have long been controversial. Visit the website of Children's Advertising Review Unit (CARU)-an organization created by the advertising industry to address issues associated with marketing to children. What is the purpose of CARU? What are the major issues regarding marketing to children? What have been some of its recent actions? Why have some prominent marketers, such as The Coca-Cola Company, decided to end advertising aimed at children? In your opinion, can industry selfregulation ever be an effective substitute for government regulation? www.caru.org
Essay
Answer:
Tags
Choose question tag
close menu
arrow
What are core values? Describe what you think are three core values of American society. Do you consider these your core values as well?
Essay
Answer:
Tags
Choose question tag
close menu
arrow
Marketing strategies and Maslow's hierarchy of needs. Visit the websites listed here. Review the marketing strategies shown in each site. Which level of Maslow's hierarchy of needs does each site emphasize? Be prepared to defend your answers. www.michelinman.com www.starbucks.com http://shop.nordstrom.com www.hollandamerica.com www.unilever.com
Not Answered

There is no answer for this question

Tags
Choose question tag
close menu
Showing 1 - 20 of 28