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Why do marketers have to consider regional influences when targeting consumers within the United States or in another country?
Have you ever practiced raising an ethical issue to a professor or to your manager? What did you do? What were the results?
Think about situations where your values have been in conflict. How have you resolved those conflicts?
If you had to choose just one of the philosophical approaches discussed in this chapter to guide your decision making, which would you choose?
Discuss the importance of trust in business. Can you cite examples? What happens when trust is lost?
Do you believe that employees are more attracted and committed to ethical organizations? Are you? Why or why not?
Think about the television programs and films you’ve seen recently that depicted business in some way. How were business and businesspeople portrayed?
Can you think of something that is legal but unethical, or something that is ethical but illegal?
Have you been cynical about business and its leaders? Why or why not? How does cynicism affect you, as a business student or as a manager?
Which is likely to be more effective—marketing baby carrots to young consumers or to parents of young consumers? Why?
Why is balance needed in decisions that involve social dilemmas and temporal dilemmas?
What sacred meaning(s) might a bicycle hold for a consumer? What are the implications for marketers?
Identify the three stages of gift giving, and explain how gift giving can affect relations between the giver and the recipient.
Contrast the emblematic function of a product with the role acquisition function; also contrast the connectedness function of a product.
How is diffusion likely to be affected by the expiration of patents and the introduction of lower-priced coffee capsules?
How can consumers be categorized in terms of their timing of adoption relative to that of other consumers?
What is the difference between adoption and diffusion? How does the concept of resistance relate to adoption?
How might personality characteristics such as dogmatism and frugality apply to consumers’ interest in and use of in-store medical clinics?
What are three personality traits which affect consumer behavior? How does the locus of control affect personality?
Explain the differences among global values, terminal values, instrumental values, and domain specific values.
Why would IKEA continue to print millions of catalogs every year, while other retailers are eliminating printed catalogs in favor of online and in-store.
Why would a consumer engage in conspicuous consumption, conspicuous waste, or voluntary simplicity?
What five key factors have altered the basic structure and characteristics of households? Define the terms nuclear family, extended family, and household.
What long-term results do you think Coca-Cola and PepsiCo hope to achieve by investing heavily in marketing to teens around the world?
What type of U.S. consumers are in the Generation X, the millennial generation, and the baby boomer segments?