Assignment:
SECTION 1
Question1
You are to watch Video 4: Targeting the Premium Dog Market. You can view the video by going to the Online learning center at the course web site: https://www.mhhe.com/hawkins12e .
1) What are the key segments in the premium dog market?
2) What key characteristics do customers in the premium dog segment share? How does this influence their buying process for their dogs?
3) Explain the role of expert influence in the premium dog segment.
4) What role do emotions play for buyers in the premium dog segment?
Question2
You are to watch Video 7: UPS: How Brown Got Cool. You can view the video by going to the Online learning center at the course web site: https://www.mhhe.com/hawkins12e .
1) What led UPS to pursue an integrated marketing communications approach? What was the promotional objective as it repositioned itself in the " synchronized commerce" marketspace?
2) Was it logical for UPS to have four different marketing approaches? Explain.
3) What are the advantages of UPS using a global marketing strategy?
4) How important is a brand recall rate of 97 percent to 98 percent for UPS? What challenges does this present to competitors?
Question 3
You are to watch Video 9: MINI Cooper: Creating an Iconic Lifestyle Brand. You can view the video by going to the Online learning center at the course web site: https://www.mhhe.com/hawkins12e .
1) What does "classless" brand mean in terms of the MINI Cooper? What type of consumer would this type of branding attract and how does "creative segmentation" apply here? How does this play into the differentiation strategy approach?
2) How important was it to identify the MINI Cooper target consumer as " sharing many of the same traits," tech savvy, online information searchers, etc., prior to launching its marketing campaign? Provide examples of how this information was used in developing and implementing the campaign.
3) Describe how the "make waiting fun" concept works for the MINI Cooper in a market where consumers do not want to wait for anything?
4) Do you feel MINI-USA has been successful in creating a "motoring" consumption subculture? Explain.
Question4
You are to watch Video 12: Prince Segments on Evaluative Criteria. You can view the video by going to the Online learning center at the course web site: https://www.mhhe.com/hawkins12e .
1) Prince has identified three distinct consumer segments, each with its own set of unique product needs. Describe how its marketing efforts differ across segments. What product attributes are different across the following segments?
a) Performance market segment
b) Recreation market segment
c) Junior market segment
2) What surrogate cues does Prince use in its advertising to influence consumers in choosing its racquets and apparel over other brands?
3) What specific elements of Prince's marketing strategy were designed to cope with consumers' need for attribution? Explain.
4) Prince markets its EXO3 technology across its market segments? Explain how this technology is positioned as an important attribute for each of its three target segments. Is technology customized for each segment or is the message simply changed to fit each segment's needs?
Question 5
You are to watch the Video 13: Best Buy:Using Customer Centricity to Connect with Consumers. You can view the video by going to the Online learning center at the course web site: https://www.mhhe.com/hawkins12e .
1) The atmospherics in the "Jill" stores differ from that of other Best Buy stores. How do these differences relate to gender differences in shopping behaviors and satisfaction?
2) What role does the Geek Squad play in Best Buys' customer centricity approach? How does this service affect the consumer's purchase decision? What are the risks involved?
3) When considering time as an important situational factor, how does Best Buy try to increase consumer product knowledge, number of purchases, and satisfaction within the in-store experience?
4) Based on the store image components discussed in Chapter 17, how do you feel Buy Best is doing on these dimensions? Explain.
Question 6
You are to watch Video 3: Activeion's Green Solution. You can view the video by going to the Online learning center at the course web site: https://www.mhhe.com/hawkins12e .
1) Does Activeion Cleaning Solution's marketing meet the "green marketing" concept criteria? Explain.
2) How well will the Activeion Cleaning Solution appeal to each of the green segments (described in Table 3-1 of the text)? Explain.
3) Why does Activeion's marketing campaign focus much of its efforts on explaining how the technology works and demonstrating how to use the product? How does this affect the way the consumer behaves when using this product and how does it relate to the type of product innovation discussed in Chapter 7 of the text?
4) The inclusion of "The Science Guy" in Activeion's marketing efforts is an attempt to convey what type of message to consumers?
Question 7
You are to watch video 5 Doritos Targets Youth with Social Media . You can view the video by going to the Online learning center at the course web site: https://www.mhhe.com/hawkins12e .
1) Discuss why Frito-Lay felt it needed to rebrand its Doritos brand?
2) Why did the use of social media play such an important role in the success of the Doritos marketing campaign? How does this relate to age cohort analysis of the 19-year-old male market?
3) Explain the role of the "brand stewards" and how they helped to enhance Doritos brand personality.
4) How important was the new look given to the Doritos packaging? Would this have a global appeal? Explain.
Question 8
To post your feedback, click above and then click on the "THREAD" button.
Now that the course is over, please share your feedback with respect to the following items:
• What are your feelings about the team building report? Did you enjoy it? Why or why not? What did you learn from it?
• Discuss your thoughts regarding the Manager's Hot Seat videos. What was the good? The bad? The ugly?
• Which chapter provided the most useful information for you as a manager?
• Which chapter provided the least useful information for you as a manager?
• What is your overall opinion of this course? How could the course be made better for students? What could the instructor have done better? What changes to the course would you like to see
SECTION 2
SECTION 2 QUESTIONS 1
Question 5
Individual Paper One
Consumer Buying Behavior Paper One
Objectives:
• Be acquainted with personal, social and situational factors affecting consumer purchase decisions;
• Understand how these influences can be measured;
• Be aware of various aspects of consumer decision making; and
be able to assess the practical significance of what has been learned about consumer behavior
We attempt to understand:
The impact of purchase involvement on consumer decision making.?
The various of kinds of decision models used by consumers?
How to develop marketing strategies on consumer information search patterns.?
The primary attributes consumers use in selecting retail outlets and how to build marketing strategies based on this knowledge.?
How research and consumer behavior is used in market analysis.?
How is culture influential in terms of consumer behavior??
What are the assumptions about the nature of society that play a role in marketing decisions??
What is the role of demographics in influencing consumer behavior??
How consumption decisions are made with the household unit??
The importance of perception in the development of retail strategy, brand names, logos, media strategy, advertising and package design.?
How to use learning and memory theories to develop product positioning strategies.?
Understand the nature of personality, motivation and emotion and the role they play in the consumption process.?
How attitudes are used to segment markets.?
Project Description:
During the course of the semester, you will write up three specific buying behavior situations you have encountered and describe in detail the rationale behind the purchase.
Your papers will describe the following items:
1) Decision making process including the explanation of alternatives
2) Attitudes towards the product, the store, the purchasing situation
3) Affect, cognition, and behavior as they resulted in the buying situation
4) Perception and reality towards the product, the store, the purchasing situation
5) Attention: what first got your attention of the product and why
6) Memory, retention, and learning as it impacted your selection of the product
7) Motivation towards securing the product
8) Personality: how did your personality relate to the selection of the product
9) Involvement: high, low, or medium and how this impacted the selection of the product
10) Intentions: what was your original intention and how and why did it differ from the final purchase
11) Knowledge: what internal knowledge did you have of the product and how did this impact the purchase decision
12) Judgments: Did you have any inherent biases regarding the product, the store, or the situation that reflected itself in the ultimate buying situation?
The more material you can integrate from the lectures and chapters in the book and other related materials, the higher the grade. It is suggested you pace yourself by answering one item per week.
Project One: One product will be of less than $5 value that you purchase on a regular basis.
Rubric for Consumer Buying Behavior Term project: The entire term project of 4 papers is worth 300 points. This particular paper is worth 75 points. A detailed grading worksheet can be found in resources.
1) Does the report have a cover page, TOC (Table of Contents), Typed, double spaced, Readable font? Paginated headings 5
2) Was there an executive summary of one page or less? Did it correctly summarize the findings? Did it include briefly any risks or problems encountered? 5
3) Was the document professional in its spelling, format, grammar, sentence structure? 5
4) Did the student provide references/sources for the analysis? Were some of these non-lecture notes, non-text, non-subjective sources? Were these sources in APA format? Were they cited throughout the report? Did you have a separate reference list for the references? 5
5) Was there a conclusion final section tying together all the sections? 5
6) Did the student complete all sections? Did student discuss in detail all the aspects of each item? Was sufficient background included for each section? 50
SECTION 2 QUESTIONS 2
Individual Paper Two
Consumer Buying Behavior Paper Two
Objectives:
• Be acquainted with personal, social and situational factors affecting consumer purchase decisions;
• Understand how these influences can be measured;
• Be aware of various aspects of consumer decision making; and
be able to assess the practical significance of what has been learned about consumer behavior
We attempt to understand:
The impact of purchase involvement on consumer decision making.?
The various of kinds of decision models used by consumers?
How to develop marketing strategies on consumer information search patterns.?
The primary attributes consumers use in selecting retail outlets and how to build marketing strategies based on this knowledge.?
How research and consumer behavior is used in market analysis.?
How is culture influential in terms of consumer behavior??
What are the assumptions about the nature of society that play a role in marketing decisions??
What is the role of demographics in influencing consumer behavior??
How consumption decisions are made with the household unit??
The importance of perception in the development of retail strategy, brand names, logos, media strategy, advertising and package design.?
How to use learning and memory theories to develop product positioning strategies.?
Understand the nature of personality, motivation and emotion and the role they play in the consumption process.?
How attitudes are used to segment markets.?
Project Description:
During the course of the semester, you will write up three specific buying behavior situations you have encountered and describe in detail the rationale behind the purchase.
Your papers will describe the following items:
1) Decision making process including the explanation of alternatives
2) Attitudes towards the product, the store, the purchasing situation
3) Affect, cognition, and behavior as they resulted in the buying situation
4) Perception and reality towards the product, the store, the purchasing situation
5) Attention: what first got your attention of the product and why
6) Memory, retention, and learning as it impacted your selection of the product
7) Motivation towards securing the product
8) Personality: how did your personality relate to the selection of the product
9) Involvement: high, low, or medium and how this impacted the selection of the product
10) Intentions: what was your original intention and how and why did it differ from the final purchase
11) Knowledge: what internal knowledge did you have of the product and how did this impact the purchase decision
12) Judgments: Did you have any inherent biases regarding the product, the store, or the situation that reflected itself in the ultimate buying situation?
The more material you can integrate from the lectures and chapters in the book and other related materials, the higher the grade. It is suggested you pace yourself by answering one item per week.
Project Two: The second product will cost approximately $100 is is one that you purchase on an irregular basis (less than weekly).
Rubric for Consumer Buying Behavior Term project: The entire term project of 4 papers is worth 300 points. This particular paper is worth 75 points. A detailed grading worksheet can be found in resources.
1) Does the report have a cover page, TOC (Table of Contents), Typed, double spaced, Readable font? Paginated headings 5
2) Was there an executive summary of one page or less? Did it correctly summarize the findings? Did it include briefly any risks or problems encountered? 5
3) Was the document professional in its spelling, format, grammar, sentence structure? 5
4) Did the student provide references/sources for the analysis? Were some of these non-lecture notes, non-text, non-subjective sources? Were these sources in APA format? Were they cited throughout the report? Did you have a separate reference list for the references? 5
5) Was there a conclusion final section tying together all the sections? 5
6) Did the student complete all sections? Did student discuss in detail all the aspects of each item? Was sufficient background included for each section? 50
SECTION 2 QUESTIONS 3
Individual Paper Three
Consumer Buying Behavior Paper Three
Objectives:
• Be acquainted with personal, social and situational factors affecting consumer purchase decisions;
• Understand how these influences can be measured;
• Be aware of various aspects of consumer decision making; and
be able to assess the practical significance of what has been learned about consumer behavior
We attempt to understand:
The impact of purchase involvement on consumer decision making.?
The various of kinds of decision models used by consumers?
How to develop marketing strategies on consumer information search patterns.?
The primary attributes consumers use in selecting retail outlets and how to build marketing strategies based on this knowledge.?
How research and consumer behavior is used in market analysis.?
How is culture influential in terms of consumer behavior??
What are the assumptions about the nature of society that play a role in marketing decisions??
What is the role of demographics in influencing consumer behavior??
How consumption decisions are made with the household unit??
The importance of perception in the development of retail strategy, brand names, logos, media strategy, advertising and package design.?
How to use learning and memory theories to develop product positioning strategies.?
Understand the nature of personality, motivation and emotion and the role they play in the consumption process.?
How attitudes are used to segment markets.?
Project Description:
During the course of the semester, you will write up three specific buying behavior situations you have encountered and describe in detail the rationale behind the purchase.
Your papers will describe the following items:
1) Decision making process including the explanation of alternatives
2) Attitudes towards the product, the store, the purchasing situation
3) Affect, cognition, and behavior as they resulted in the buying situation
4) Perception and reality towards the product, the store, the purchasing situation
5) Attention: what first got your attention of the product and why
6) Memory, retention, and learning as it impacted your selection of the product
7) Motivation towards securing the product
8) Personality: how did your personality relate to the selection of the product
9) Involvement: high, low, or medium and how this impacted the selection of the product
10) Intentions: what was your original intention and how and why did it differ from the final purchase
11) Knowledge: what internal knowledge did you have of the product and how did this impact the purchase decision
12) Judgments: Did you have any inherent biases regarding the product, the store, or the situation that reflected itself in the ultimate buying situation?
The more material you can integrate from the lectures and chapters in the book and other related materials, the higher the grade. It is suggested you pace yourself by answering one item per week.
Project Three: The third product will be a product you buy rarely (once every few years or once in a lifetime) with a purchase price exceeding $10,000
Rubric for Consumer Buying Behavior Term project: The entire term project of 4 papers is worth 300 points. This particular paper is worth 75 points. A detailed grading worksheet can be found in resources.
1) Does the report have a cover page, TOC (Table of Contents), Typed, double spaced, Readable font? Paginated headings 5
2) Was there an executive summary of one page or less? Did it correctly summarize the findings? Did it include briefly any risks or problems encountered? 5
3) Was the document professional in its spelling, format, grammar, sentence structure? 5
4) Did the student provide references/sources for the analysis? Were some of these non-lecture notes, non-text, non-subjective sources? Were these sources in APA format? Were they cited throughout the report? Did you have a separate reference list for the references? 5
5) Was there a conclusion final section tying together all the sections? 5
6) Did the student complete all sections? Did student discuss in detail all the aspects of each item? Was sufficient background included for each section? 50
For a detailed rubric, see Individual paper rubric and detailed grading worksheet in Resource section.
SECTION 2 QUESTIONS 4
Individual Paper Four
Consumer Buying Behavior Paper Four
Objectives:
• Be acquainted with personal, social and situational factors affecting consumer purchase decisions;
• Understand how these influences can be measured;
• Be aware of various aspects of consumer decision making; and
be able to assess the practical significance of what has been learned about consumer behavior
We attempt to understand:
The impact of purchase involvement on consumer decision making.?
The various of kinds of decision models used by consumers?
How to develop marketing strategies on consumer information search patterns.?
The primary attributes consumers use in selecting retail outlets and how to build marketing strategies based on this knowledge.?
How research and consumer behavior is used in market analysis.?
How is culture influential in terms of consumer behavior??
What are the assumptions about the nature of society that play a role in marketing decisions??
What is the role of demographics in influencing consumer behavior??
How consumption decisions are made with the household unit??
The importance of perception in the development of retail strategy, brand names, logos, media strategy, advertising and package design.?
How to use learning and memory theories to develop product positioning strategies.?
Understand the nature of personality, motivation and emotion and the role they play in the consumption process.?
How attitudes are used to segment markets.?
Project Description:
During the course of the semester, you will write up three specific buying behavior situations you have encountered and describe in detail the rationale behind the purchase.
Your papers will describe the following items:
1) Decision making process including the explanation of alternatives
2) Attitudes towards the product, the store, the purchasing situation
3) Affect, cognition, and behavior as they resulted in the buying situation
4) Perception and reality towards the product, the store, the purchasing situation
5) Attention: what first got your attention of the product and why
6) Memory, retention, and learning as it impacted your selection of the product
7) Motivation towards securing the product
8) Personality: how did your personality relate to the selection of the product
9) Involvement: high, low, or medium and how this impacted the selection of the product
10) Intentions: what was your original intention and how and why did it differ from the final purchase
11) Knowledge: what internal knowledge did you have of the product and how did this impact the purchase decision
12) Judgments: Did you have any inherent biases regarding the product, the store, or the situation that reflected itself in the ultimate buying situation?
The more material you can integrate from the lectures and chapters in the book and other related materials, the higher the grade. It is suggested you pace yourself by answering one item per week.
Project Four: Compare and contrast the three different purchases in terms of buying behavior.
Rubric for Consumer Buying Behavior Term project: The entire term project of 4 papers is worth 300 points. This particular paper is worth 75 points. A detailed grading worksheet can be found in resources.
1) Does the report have a cover page, TOC (Table of Contents), Typed, double spaced, Readable font? Paginated headings 5
2) Was there an executive summary of one page or less? Did it correctly summarize the findings? Did it include briefly any risks or problems encountered? 5
3) Was the document professional in its spelling, format, grammar, sentence structure? 5
4) Did the student provide references/sources for the analysis? Were some of these non-lecture notes, non-text, non-subjective sources? Were these sources in APA format? Were they cited throughout the report? Did you have a separate reference list for the references? 5
5) Was there a conclusion final section tying together all the sections? 5
6) Did the student complete all sections? Did student discuss in detail all the aspects of each item? Was sufficient background included for each section? 50