WE PROVIDE CASE STUDY ANSWERS, ASSIGNMENT SOLUTIONS, PROJECT REPORTS AND THESIS
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CONSUMER
BEHAVIOR
1. What’s up with our
fascination with bigness ? Is this a
uniquely American preference ? Do you
believe that “bigger’s better ?” Is this
a sound marketing strategy ?
2. What’s your take on this
issue ? How do you react when one of
your favorite songs turns up in a commercial ?
Is this use of nostalgia an effective way to market a product ? Why or why not ?
3. Perhaps the appropriate
question is not does sex sell, but should sex sell ? What are your feelings about the blatant use
of sex to sell products ? Do you think this tactic works better when selling to
men than to women ? Does exposure to
unbelievably attractive men and women models only make the rest of us “normal”
folks unhappy and insecure ? Under what conditions (if any) should sex be used
as a marketing strategy ?
4. How was your experience –
how helpful was this mannequin ? When
you shop for clothes online, would you rather see how they look on a body with
dimensions the same as yours, or on a different body ? What advice can give Web site designers who
are trying to personalize theses shopping environments by creating life – like
models to guide you through the site ?
CONSUMER
BEHAVIOR
1. Based on the case information and your personal experiences,
list at least five things you know about Starbucks. This list offers you some idea
about your cognitions concerning the coffee shop chain.
2. List at least things you like or dislike about Starbucks.
This list gives you some idea of your affect for the coffee shops.
3. List at least five behaviors involved in buying a gourmet
coffee drink from Starbucks. This list gives you an idea of the behaviors
involved in a coffee purchase.
1. What affective responses do you think the Barnes & Noble
environment creates? How might consumers’ cognitive systems interpret these
responses? From a marketing perspective, which is more important to Barnes
& Noble—affect or cognition?
2. Rob goes to Barnes & Noble location to hang out and meet
people. Lisa goes only when she wants to purchase a specific book or CD.
Describe how their integration processes might convince them to choose Barnes
& Noble over the myriad other options they have.
3. Many of the activities that take place at Barnes & Noble
stores (or at BarnesandNoble.com) do not require a purchase. Participating in
discussion groups and going to in-store performances are free. And obviously it
doesn’t cost anything to simply go in, sit in a chair, and read a book. So why
do people buy? How do these free activities (behaviors) influence consumers’
affect and cognition?
1. What role do you think modeling could have played in the
diffusion of this innovation?
2. How could you use modeling to teach a friend how to use
Rollerblades?
3. If you were designing a commercial for Rollerblades to be
used for an in-store videotape demonstration, how would you design the
commercial to take advantage of your knowledge of modeling?
1. Visit the Saturn website and try to determine the market
segments the carmaker is targeting. What should Saturn do to better serve those
segments? How might Saturn tailor its offerings to address the different stages
of the family life cycle?
2. Other vehicles—such as Porsches, Mustangs, and
Harley-Davidson motorcycles—also have “cult” followings. But these products
also have very strong symbolic meanings associated with them. The Saturn is a
solid and reliable, but basically unspectacular, car. Identify and discuss
three reasons that you think Saturn has such a devoted following of involved
customers.
3. An automobile is a high-involvement purchase. Discuss how
the manufacturer of a lower-cost, lower-involvement product could generate
greater personal relevance and long-term loyalty. Find and discuss an example
of a company that has done so.
1. What kind of consumer owns a Harley?
2. What accounts for Harley owners’ satisfaction and brand
loyalty?
3. What role do you think the Harley Owner Group plays in the
success of the company?
WE PROVIDE CASE STUDY ANSWERS, ASSIGNMENT SOLUTIONS, PROJECT REPORTS AND THESIS
ARAVIND - 09901366442 –
09902787224
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