Assignment:
Part 1
Question 1
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 2
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 3
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 4
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
Part 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.