Start Discovering Solved Questions and Your Course Assignments
TextBooks Included
Active Tutors
Asked Questions
Answered Questions
In 2010, Apple introduced its iPad, and competing fi rms are starting to launch their iPad equivalents.
Describe two situations in which you served as an opinion leader and two situations in which you sought consumption-related advice or information.
A Portuguese company is introducing a line of canned soups in Poland. (a) How should the company use cross-cultural research?
Consider a domestic brand of shampoo. Should this shampoo be sold worldwide with the same formulation? In the same package?
What is cross-cultural consumer analysis? How can a multinational company use cross-cultural research to design each factor in its marketing mix?
With all the problems facing companies that go global, why are so many companies choosing to expand internationally?
Many of your perceptions regarding price versus value are likely to be different from those of your parents or grandparents.
Will the elimination of trade barriers among the countries of the European Union change consumer behaviour in these countries?
Which of the five stages of the traditional family life cycle constitute the most lucrative segment(s) for the products and services.
Prepare a list of formal and informal groups to which you belong and give examples of purchases for which each served as a reference group.
With a pen and paper, spend an hour watching a network television channel during prime time.
Select three product categories and compare the brands you prefer to those your parents prefer. To what extent are the preferences similar?
Marketing researchers generally use the objective method to measure social class rather than the subjective or reputational methods.
Describe the correlation between social status (or prestige) and income. Which is a more useful segmentation variable? Discuss.
How might the Rolex company use knowledge of lifestyle differences between social classes in its marketing efforts?
How can a marketer use knowledge of consumer behaviour to develop financial services for affluent consumers? For lower-income consumers?
You are the owner of two furniture shops, one catering to upper-middle-class consumers and the other to lower-class consumers.
Make a list of 15 different occupations, and ask students studying in areas other than marketing (both business and non-business).
Classify each household into one of the social classes discussed in the text and analyse its lifestyle and consumption behaviour.
Distinguish between beliefs, values and customs. Illustrate how the clothing a person wears at different times or for different occasions.
Discuss how developers of retirement housing can use older consumers’ lifestyles to segment their markets more effectively.
Identify a singer or group whose music you like and discuss the symbolic function of the clothes that person (or group) wears.
How does the family influence the consumer socialisation of children? What role does television advertising play in consumer socialisation?
What are the implications of the sleeper effect for the selection of spokespeople and the scheduling of advertising messages?
Explain how situational factors are likely to influence the degree of consistency between attitudes and behaviour.