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ACNielsen offers data collected by optical scanners from the United Kingdom, France, Germany, Belgium, the Netherlands, Austria, Italy, and Finland.
Working alone or with a partner, choose a new-product idea, or a variation on an existing product, that you think would appeal to your classmates.
Interpretative research offers marketing researchers many possibilities, including the opportunity to improve product features such as packaging for food.
Business intelligence is the process of gathering information and analyzing it to improve business strategy, tactics, and daily operations.
For General Motors, 2009 was a year to remember. A global recession—triggering massive layoffs, widespread unemployment.
Foreign investment continues to grow in the United States. Do you think this is a positive trend for U.S. businesses and consumers? Why or why not?
Assume you work for Domino’s Pizza, which already has more than 3,200 outlets in more than 55 overseas markets.
London is hosting the 2012 Summer Olympics. By yourself or with a classmate, identify a company that might benefit from promoting.
Suppose you work for a firm that is getting ready to introduce its brand of MP3 player to the Chinese marketplace.
Chinese automaker Geely (pronounced jeely) recently announced plans to enter the U.S. market.
Few elements in the global marketing environment are more difficult to overcome than the unexpected, such as natural disasters.
Zippo lighters have been around for more than 75 years. But as the number of smokers in the United States continues to decline.
Describe a countertrade agreement that Microsoft might make in another country?
Cheap—and illegal—copies of pirated popular movies, video games, and music often are available for sale in Asia within days of their worldwide release.
Assume you work for a U.S. based firm that engages in extensive trading operations with China. What impact would a major revaluation.
Why doesn’t Evo need to tailor its marketing to different countries? Do you agree with their decision to present one marketing message? Why or why not?
How are the Haneys, Allison, and Boyles similar in terms of their consumer behavior? How are they different?
Consider your own participation in family purchases. How much influence did you have on your family’s decisions as a child? As a teenager?
Consider a purchase decision involving one of the following types of products. Develop an evoked set of three alternatives for your purchase decision.
Choose a partner and select a low-involvement, routinized consumer product such as toothpaste, a jar of spaghetti sauce.
What are the two conditions that must exist for a consumer to be influenced by a reference group?
Suppose you are employed by a large electronics retailer, and a customer comes to you with cognitive dissonance over the purchase of an expensive computer.
What is learning as it relates to marketing? Explain the four steps in the learning process and give examples as they relate to marketing.
What are the four role categories that describe each spouse in a household? Which role has changed the most in recent years, and why?
Identify the personal determinants of consumer behavior.