Question: Please read these cases and then anser the questions assocaiated with them. Your ability to integrate concepts from the class and the thoughts, organization and marketing insights will be considered in the evaluation of your answers.
1. This questions uses Case 3-4 "Attention Millennials! Automobile Manufacturers adapt for you" (Text 13th edition, pages 452-455). Please read the case and answer the seven case discussion questions that go with this case. Expect your answers will be about 3-4 pages in total for the 7 questions.
1. Chapter 8 discusses factors that affect consumer attention. How do the following situational factors play a role in Millennials' attention to Ford's promotions?
a. Clutter
b. Program involvement
2. Chapter 11 discusses appeal characteristics in advertising. Use Google Videos or Google Images to find examples of the advertisements for the Ford Fiesta advertising campaigns. Evaluate those advertisements based on
a. Appeal characteristics
b. Message structure characteristics
3. Chapter 8 discusses stimulus factors in advertising. Use Google Videos or Google Images to find examples of the advertisements for the Ford Fiesta's advertising campaigns. Evaluate those advertisements based on the following stimulus factors:
a. Size
b. Intensity
c. Attractive visuals
d. Color and movement
e. Position
f. Isolation
g. Format
h. Contrast and expectations
i. Interestingness
j. Information quantity
4. Evaluate the information displayed in Tables A and B. Imagine you are a marketing manager for an automobile manufacturer that is targeting Millennials. Your goal is to gain the attention of your target market. Use that information to answer the following questions.
a. According to Table A, which types of media are least likely to be ignored by Millennials?
b. How do the media that are least likely to be ignored compare with what media other surveys show Millennials prefer?
c. Assume that television advertising is a part of your promotional mix. How would you handle the fact that a large part of your target market is multitasking while watching television?
d. Imagine that your target market is a different demographic. How would your answers to the previous parts of this question change?
5. Chapter 9 discusses strength of learning. Ford is hoping that Millennials learn that Ford is focused on their needs and wants. So far, it appears to be working. Strength of learning is enhanced by the following six factors. Evaluate Ford's marketing to Millennials on these factors.
a. Importance
b. Message involvement
c. Mood
d. Reinforcement
e. Repetition
f. Dual coding
6. Chapter 9 also discusses brand image and product positioning. Think about Ford and other automobile manufacturer's brand images. Then, construct a perceptual map that includes several automobile manufacturers that are targeting Millennials.
7. Chapter 12 discusses VALS. To which category (ideals, achievement, self-expression) does Ford's approach appear to be targeted in attracting Millennials? Explain.
2. The second short case is Case 4-5 "Macy's Embraces beacon technology," on pages 661-663 of the text. Please read the case and answer the eight case discussion questions that go with this case. Expect your answers will be about 3-4 pages in total for the 8 questions.
1. Would this shopBeacon technology be best targeted to individuals engaged in the nominal, limited, or extended decision-making process (or more than one)? Justify your response. haw32549_pt04cs_654-669.indd 662 5/25/15 5:57 PM Final PDF to printer Part Four Cases 663
2. Chapter 17 discusses omni-channel shoppers. Do you think the benefits of this technology will outweigh the possible nuisance of push notifications as they move through the store and simultaneously receive information on their smartphones?
3. Chapter 15 discusses mobile search and details five segments of mobile phone users. Which of these segments do you feel will be most accepting of shopBeacon technology? Which would be least accepting? Why?
4. Chapter 15 also discusses marketing strategies based on information search patterns. Which of these strategies is best complimented by locationbased technology? (Hint: More than one could be correct with a logical explanation.) Explain your answer.
5. Chapter 17 discusses the nature of unplanned purchases. How would Macy's shopBeacon program affect
a. Planned purchases?
b. Unplanned purchases?
6. Assemble a small group of consumers and conduct a focus group on their perceptions of locationbased technology like shopBeacon. Would they download the app to engage with it? Would they opt in for some retailers and not others? Why? Would it play a role in their selection of retailers to patronize?
7. Chapter 9 discusses brand image and product positioning. Think about Macy's and other department stores' brand images. One axis should be high versus low technology adoption. The other axis could be any bipolar set of adjectives of your choosing. Then, construct a perceptual map that includes several department stores.
8. Chapter 7 discusses types of innovation. Is shopBeacon best described as a continuous, dynamically continuous, or discontinuous innovation?
Tecxtbook: Consumer Behavior Building Marketing Strategy, THIRTEENTH EDITION (By David L. Mothersbaugh, University of Alabama, Del I. Hawkins)