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Mercedes-Benz, the German car manufacturer, is using cross-cultural psychographic segmentation to develop marketing campaigns.
Have you ever travelled outside Europe? If so, identify some of the differences in values, behaviour and consumption patterns you noted between people.
Compare your consumption behaviour to that of the person you interviewed and discuss any similarities and differences you found.
Are there any circumstances in which information from advertisements is likely to be more influential than word-of-mouth?
Why would a consumer who has just purchased an expensive high-definition television set attempt to influence the purchase behaviour of others?
Do you have any ‘market mavens’ among your friends? Describe their personality traits and behaviours.
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.