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

After freshman year, 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 freshman year, Veronica wants to decide...

Question 3

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

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Question 4

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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Question 5

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

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Question 6

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?

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

Question 7

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

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Question 8

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 9

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 tossed the chips away. 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 10

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 11

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...

Question 12

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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Question 13

Why are attitudes important in consumer decision making?

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Question 14

Zappo's online shoe and clothing store has a unique way of dealing with abandoned shopping carts. If a site visitor places items into the shopping cart and then leaves the site without making a purchase, several days later Zappo's sends a humorous email saying, "Let us show you what your shopping cart did while you were gone," along with a photo of a cute dog intended to represent the shopping cart. This attention-getting device is designed to improve the site's
A) postpurchase dissonance.
B) selective perception.
C) conversion rate.
D) reference group influence.
E) position in the evoked set.

Accepted Answer

The humorous email with a photo of a cute dog representing the abandoned shopping cart is designed to encourage the site visitor to return and complete the purchase, thereby increasing the website's conversion rate.

Question 15

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 16

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.

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Question 17

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

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Question 18

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 19

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 20

Using automobiles as an example, explain the differences among 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...

Quiz 6: Consumer Behavior