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Develop a marketing plan based on each of the three approaches to consumer decision-making: rational, experiential and behavioural influence.
Define the three levels of product categorization described in the chapter. Diagram these levels for a health club.
List three product attributes that can be used as quality signals and provide an example of each.
North Dakota Electric Company estimates its demand trend line (in millions of kilowatt hours) to be:
Conduct a content analysis of current advertising campaigns in newspapers and magazines published in your country. Do you also find archetypal ads?
Do you agree with Walle (1986: 22) who describes archetypes as constituting valuable tools for practitioners such as strategic planner of promotional campaigns?
In our studies EDR was used as an indicator to measure ‘phasic arousal'. Explain the ‘arousal construct' and how EDR measurement works.
Discuss the idea of ‘the ideal mother' that Dorthe is confronted with in her water aerobics class. How does she relate/react to this ideal?
What other options does she have to resolve the uneasy and uncomfortable situation and at the same time get the desired product?
Discuss the motivational conflict Eva is experiencing. What are the approach aspects and what are the avoidance aspects in her situation?
Do you agree that marketing strategies tend to have a male-oriented bias? If so, what are some possible consequences for specific marketing activities?
If it was your decision, would you consider using mainstream media to reach gays, who constitute a significant proportion of the general population?
Discuss some factors that determine the amount of conformity likely to be observed among consumers.
Compare and contrast the five bases of power described in the text. Which are most likely to be relevant for marketing efforts?
Choy and Loker (2004)211 explored and classified internet sites supporting the wedding industry and the purchase of a wedding. What categories can you identify?
What advice can you give website designers who are trying to personalize these shopping environments by creating life-like models to guide you through the site?
What applications of queuing theory can you find employed among local services?
Compare and contrast different cultures' conceptions of time. What are some implications for marketing strategy within each of these frameworks?
Discuss the concept of ‘time style'. Based on your own experiences, how might consumers be segmented in terms of their time styles?
Find a spectacular consumption environment and examine how consumers' play is encouraged and constrained by producers.
Do you feel that these innovations are unacceptably intrusive? At what point might shoppers rebel and demand some peace while shopping?
List the five stages of a long-term service relationship. How can a practitioner of relationship marketing incorporate each stage into his or her strategy?
Describe your search process. How did you become aware you wanted/needed the product? How did you evaluate alternatives? Did you end up buying online?
Based on this description, can you identify the decision rule that was most likely employed?
What are their evaluations of the products and likely attributes of these different products? The power of a country stereotype can also be demonstrated.