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978-1305507272 Case 1 1
Case 1-1 How Unilever’s Brands Connect with Consumers From soap to soup, Unilever [http://bi.galegroup.com/essentials/company/742170?u=tlearn_trl] markets a wide range of personal care products, foods, and household cleaners under popular brands like Dove, Bertolli, Lipton, Lux, Axe, Sunsilk, Surf, and Omo. Two […]
978-1305507272 Case 1 2
Case 1-2 Swatch Makes Time for Luxury From plastic to platinum—the wristwatch company known for fun fashion accessories is now focusing on the watch as a status symbol. When Switzerland-based Swatch Group [http://bi.galegroup.com/essentials/company/115?u=tlearn_trl] was founded in 1983, popularly priced quartz […]
978-1305507272 Case 10 1
Chapter 10 What to Do with Old Cell Phones? Every year, millions of consumers answer the call to upgrade their cell phones—and that means deciding what to do with the used cell phone being replaced. Some people reuse their cell […]
978-1305507272 Case 10 2
Case 10-2 Service Recovery Helps JetBlue Fly Higher JetBlue Airways [http://bi.galegroup.com/essentials/company/962767?u=tlearn_trl] knows that every flight represents another opportunity to satisfy passengers and to win or reinforce their loyalty. Based at New York’s JFK Airport, JetBlue sent its first jet taxiing […]
978-1305507272 Case 11 1
Chapter 11 Big Buying on Black Friday and Cyber Monday Black Friday has long been a U.S. shopping tradition. It’s named for the day after Thanksgiving (fourth Thursday in November), when retail businesses move from the “red” into the “black”— […]
978-1305507272 Case 12 1
Chapter 12 Marketing to Teens Worldwide via Music Knowing that teenagers in many nations have similar attitudes and tastes, the world’s two largest soft drink companies see this group of consumers as an extremely important target market with long-term profit […]
978-1305507272 Case 12 2
Case 12-2 Can Canned Soup Translate? The first time that New Jersey–based Campbell Soup [http://bi.galegroup.com/essentials/company/301350?u=tlearn_trl] tried to market its soups in China, consumers simply did not buy them. It was the early 1990s, and Campbell’s marketers saw a huge sales […]
978-1305507272 Case 13 1
Chapter 13 IKEA’s Household Appeal No matter where you live, no matter what kind of household you live in—married with children, samesex couple, single, single parent, or just roommates— IKEA [http://bi.galegroup.com/essentials/company/492600?u=tlearn_trl] wants to be “your partner in better living.” The […]
978-1305507272 Case 13 2
Case 13-2 Getting to Know Mom What do families need, want, use, and buy? More marketers are getting to know Mom as they gather information about the acquisition and consumption preferences and patterns of households with children. Some companies monitor […]
978-1305507272 Case 14 1
Chapter 14 Earache Treatment, Aisle 3: The Rise of Retail Walk-In Clinics Thousands of retailers across America will soon feature walk–in clinics to accommodate people who need to shop and want to get a flu shot or have an achy […]
978-1305507272 Case 14 2
Case 14-2 McDonald’s Goes Upscale from Paris to Peoria A Big Mac, fries, and … a cappuccino? These days, when consumers from Paris to Peoria go into a neighborhood McDonald’s, [http://bi.galegroup.com/essentials/company/305566?u=tlearn_trl] they can order meals made from fresh, locally grown […]
978-1305507272 Case 15 1
Chapter 15 It Is Brewing: Single-Serve Coffeemakers Are Hot Brands such as Nespresso, Keurig [http://bi.galegroup.com/essentials/company/361332?u=tlearn_trl], and Senseo are competing for the attention of dedicated coffee lovers who want to brew one very good cup of coffee at a time without […]
978-1305507272 Case 15 2
Case 15-2 The CFL: Coming Soon to a Light Socket Near You In a nation with 4 billion light sockets, one light bulb per household can make a real difference. If every U.S. household replaced one ordinary incandescent light bulb […]
978-1305507272 Case 16 1
Chapter 16 Bicycles: More than Pedal Power Not so long ago, a bicycle was, well, just a pedal-powered way to get around. Today, the bicycle is not just two-wheeled transportation—it has become a major industry worldwide. A growing number of […]
978-1305507272 Case 16 2
Case 16-2 Buying that Special Something Online Auctioning pieces of the original Hollywood sign from 1923, McDonald’s [http://bi.galegroup.com/essentials/company/305566?u=tlearn_trl] Happy Meals toys from 1979, Hawaiian postcards from 1897, and gum chewed by Britney Spears in 2004, eBay [http://bi.galegroup.com/essentials/company/441427?u=tlearn_trl] is the world’s […]
978-1305507272 Case 17 1
Chapter 17 Marketing Baby Carrots Like Junk Food Can marketing encourage people to snack on baby carrots as if they were junk food? That’s what California-based Bolthouse Farms has set out to do, with the help of Colorado advertising agency […]
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Case 17-2 Is Your Personal Data Private? Is It Safe? Whenever you use a credit or debit card to buy something—online, in a store, by mail, or over the phone—your purchase is recorded and stored in the retailer’s database (as […]
978-1305507272 Case 2 1
Chapter 2 USAA: Millions of Customers, One Bank Branch USAA [http://bi.galegroup.com/essentials/company/201767?u=tlearn_trl] (United States Automobile Association) maintains only one bank branch to serve more than 8 million consumers worldwide, yet it boasts a 98 percent customer retention rate and often ranks […]
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Case 2-2 What’s in Store at Umpqua Bank Umpqua Bank [http://bi.galegroup.com/essentials/company/266990?u=tlearn_trl] wants to be more than a dependable, knowledgeable financial institution where consumers pop in to use the ATM, make a deposit, or apply for a loan. Founded in 1953, […]
978-1305507272 Case 3 1
Chapter 3 How Under Armour Gets Noticed The Nike [http://bi.galegroup.com/essentials/company/306325?u=tlearn_trl] swoosh may be one of the most recognized logos in the world of sports, but the Under Armour [http://bi.galegroup.com/essentials/company/956606?u=tlearn_trl] logo (an interlocking U and A) is increasingly in the spotlight […]
978-1305507272 Case 3 2
Case 3-2 Heinz Is Looking for Attention From upside-down bottles and wacky-colored ketchups to unusual store displays and customer- created television commercials, H. J. Heinz [http://bi.galegroup.com/essentials/company/304112?u=tlearn_trl] is definitely looking for attention. Although Heinz sells 650 million bottles of ketchup each […]
978-1305507272 Case 4 1
Chapter 4 Nostalgia Marketing Brings Memories Back Many different marketers, from cat-food manufacturers to insurance firms, are evoking positive memories of the past to capture the imagination of consumers through nostalgia marketing. Whether they’re bringing back old jingles, slogans, images, […]
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Case 4-2 Hyundai Accelerates New Image Marketing Hyundai [http://bi.galegroup.com/essentials/company/1199108?u=tlearn_trl] is speeding toward a new brand image with a $150 million advertising campaign and a new upscale sedan intended to compete with the top German and Japanese luxury brands. In the […]
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Case 4-3 Remember the Apple Thanks to a steady stream of innovative products combining user-friendly technology and elegant design, Apple’s [http://bi.galegroup.com/essentials/company/300559?u=tlearn_trl] bite of the consumer electronics market has been getting a little larger year by year. Once it hit the […]
978-1305507272 Case 5 1
Chapter 5 Volkswagen’s Drive to Become the World’s Top Automaker Volkswagen Group [http://bi.galegroup.com/essentials/company/1301869?u=tlearn_trl], Europe’s largest automaker, is accelerating toward its goal of passing Toyota [http://bi.galegroup.com/essentials/company/532?u=tlearn_trl] to become the world’s largest automaker by 2018. Based in Wolfsburg, Germany, Volkswagen has introduced […]
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Case 5-2 GEICO Makes Its Case for Savings and Service GEICO [http://bi.galegroup.com/essentials/company/353455?u=tlearn_trl] is the number-four U.S. car insurance firm, behind State Farm [http://bi.galegroup.com/essentials/company/272525?u=tlearn_trl], Allstate, [http://bi.galegroup.com/essentials/company/290059?u=tlearn_trl] and Progressive [http://bi.galegroup.com/essentials/company/307108?u=tlearn_trl], yet its $500 million annual budget for marketing communications is by far […]
978-1305507272 Case 6 1
Chapter 6 The Old Spice Man Spices Up Brand Marketing When Isaiah Mustafa appeared in a 2010 Super Bowl commercial [https://www.youtube.com/watch?v=owGykVbfgUE] with a towel wrapped around his waist and a bottle of Old Spice body wash in one hand, he […]
978-1305507272 Case 6 2
Case 6-2 Tugging on Shoppers’ Heartstrings J.C. Penney [http://bi.galegroup.com/essentials/company/304768?u=tlearn_trl] and Wal-Mart [http://bi.galegroup.com/essentials/company/309223?u=tlearn_trl] want shoppers to know how much they care. Good prices and good selection are still important, but with so many choices on the street and on the Web, […]
978-1305507272 Case 7 1
Chapter 7 Searching for a Search Engine There’s a big marketing battle brewing among the search engines of the world. Google [http://bi.galegroup.com/essentials/company/927326?u=tlearn_trl] is so widely used that many consumers talk of “Googling” a product or service when they mean they’re […]
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Case 7-2 Using Cell Phones for Price and Product Comparisons Calling all shoppers: For quick and easy comparisons of products and prices, just grab that cell phone and scan the bar code for information from anywhere at any time. Cell […]
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Chapter 8 Harley-Davidson Wheels into India Can Milwaukee-based Harley-Davidson [http://bi.galegroup.com/essentials/company/47405?u=tlearn_trl] roar into India—the world’s second-largest market for motorcycles, after China—and attract buyers despite strong competition from local and global bike brands? With more than a century of tradition behind its […]
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Case 8-2 Winnebago Wants RV Owners to Get on the Road Will high gasoline prices and uncertain economic conditions keep consumers from buying recreational vehicles and motor homes to enjoy the romance of the open road with all the comforts […]
978-1305507272 Case 9 1
Chapter 9 Bargain-a-Day Deal Appeal Every day a big new deal—that’s the appeal of bargain-a-day websites like Living Social [https://www.livingsocial.com/], Google Offers, and kgbdeals. Although the details vary from site to site, the idea is the same: Consumers click to […]
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Case 9-2 Try It, You’ll Like It: Sampling Sampling has emerged as a critical marketing technique for a long list of companies, from Starbucks [http://bi.galegroup.com/essentials/company/239921?u=tlearn_trl] and Stew Leonard’s (Grocery Store) to Vitamin Water. In a bid to broaden its appeal […]
978-1305507272 Chapter 1 Solution Manual
Chapter 1: Understanding Consumer Behavior Copyright © Cengage Learning. All rights reserved. 1 CHAPTER 1 Understanding Consumer Behavior CHAPTER SUMMARY Consumer behavior involves understanding the set of decisions (what, whether, why, when, how, where, how much, and how often) that […]
978-1305507272 Chapter 10 Solution Manual
Chapter 10: Post-Decision Processes Copyright © Cengage Learning. All rights reserved. 1 CHAPTER 10 Post-Decision Processes CHAPTER SUMMARY This chapter examines some of the major processes that occur after a decision has been made. Consumers sometimes develop post-decision dissonance—a feeling […]
978-1305507272 Chapter 11 Solution Manual
Chapter 11: Social Influences on Consumer Behavior Copyright © Cengage Learning. All rights reserved. 1 CHAPTER 11 Social Influences on Consumer Behavior CHAPTER SUMMARY Reference groups are part of a general set of influence sources—those that are marketer dominated and […]
978-1305507272 Chapter 12 Solution Manual
Chapter 12: Consumer Diversity Copyright © Cengage Learning. All rights reserved. 1 CHAPTER 12 Consumer Diversity CHAPTER SUMMARY Six major aspects of consumer diversity have important effects on consumer behavior: age; gender; sexual orientation; and regional, ethnic, and religious differences. […]
978-1305507272 Chapter 13 Solution Manual
Chapter 13: Social Class and Household Influencess Copyright © Cengage Learning. All rights reserved. 1 1 CHAPTER 13 Household and Social Class Influences CHAPTER SUMMARY Individuals in a society can be grouped into status levels (upper, middle, and lower), making […]
978-1305507272 Chapter 14 Solution Manual
Chapter 14: Psychographics: Values, Personality, and Lifestyles Copyright © Cengage Learning. All rights reserved. 1 CHAPTER 14 Psychographics: Values, Personality, and Lifestyles CHAPTER SUMMARY Values are enduring beliefs that inform us what is important. They are learned through the processes […]
978-1305507272 Chapter 15 Solution Manual
Chapter 15: Innovations: Adoption of, Resistance to, and Diffusion of Innovations Copyright © Cengage Learning. All rights reserved. 1 CHAPTER 15 Innovations: Adoption, Resistance, Diffusion CHAPTER SUMMARY Innovations are products, services, ideas, or attributes perceived to be new by consumers […]
978-1305507272 Chapter 16 Solution Manual
Chapter16: Symbolic Consumer Behavior Copyright © Cengage Learning. All rights reserved. 1 CHAPTER 16 Symbolic Consumer Behavior CHAPTER SUMMARY This chapter discusses the symbolic role that products can play. Some products are used as conscious badges that designate the various […]
978-1305507272 Chapter 17 Solution Manual
Chapter17: Ethics, Social Responsibility and the Dark Side of Consumer Behavior and Marketing Copyright © Cengage Learning. All rights reserved. 1 CHAPTER 17 Marketing, Ethics, Social Responsibility in Today’s Consumer Society CHAPTER SUMMARY Deviant consumer behavior covers both illegal and […]
978-1305507272 Chapter 2 Solution Manual
Chapter 2: Motivation, Ability, and Opportunity Copyright © Cengage Learning. All rights reserved. 1 CHAPTER 2 MOTIVATION, ABILITY, AND OPPORTUNITY Chapter Summary This chapter is the students’ introduction to factors that can influence consumers to behave in ways that result […]
978-1305507272 Chapter 3 Solution Manual
Chapter 3: From Exposure, Attention, and Perception Copyright © Cengage Learning. All rights reserved. 1 CHAPTER 3 FROM EXPOSURE TO COMPREHENSION CHAPTER SUMMARY This chapter considers the topics of exposure, attention, and perception as precursors to message comprehension. It notes […]
978-1305507272 Chapter 4 Solution Manual
Chapter 4: Memory and Knowledge and Understanding Copyright © Cengage Learning. All rights reserved. 1 CHAPTER 4 MEMORY AND KNOWLEDGE Chapter Summary This chapter considers how memory and knowledge influence consumer behavior. The chapter describes memory and knowledge content (stored […]
978-1305507272 Chapter 5 Solution Manual
CHAPTER 5 Attitudes Based on High Effort CHAPTER SUMMARY This chapter examines how consumers’ affective involvements are formed and changed when their motivation, ability, and opportunity to engage in a behavior, make a decision, or process a message are high. […]
978-1305507272 Chapter 6 Solution Manual
Chapter 6: Attitudes Based on Low Consumer Effort Copyright © Cengage Learning. All rights reserved. 1 CHAPTER 6 ATTITUDES BASED ON LOW EFFORT CHAPTER SUMMARY This chapter focuses on the processes by which marketers can change consumers’ attitudes when MAO […]
978-1305507272 Chapter 7 Solution Manual
Chapter 7: Problem Recognition and Information Search Copyright © Cengage Learning. All rights reserved. 1 CHAPTER 7 PROBLEM RECOGNITION AND INFORMATION SEARCH CHAPTER SUMMARY This chapter examines the three initial stages of the consumer judgment and decision-making process. Problem recognition […]
978-1305507272 Chapter 8 Solution Manual
CHAPTER 8 JUDGMENT AND DECISION MAKING BASED ON HIGH CONSUMER EFFORT CHAPTER SUMMARY Judgments involve forming evaluations or estimates of the likelihood of events are not always objective, whereas decisions entail a choice between options or courses of action. Two […]
978-1305507272 Chapter 9 Solution Manual
CHAPTER 9 Judgment and Decision Making Based on Low Effort CHAPTER SUMMARY This chapter examines the nature of consumer judgment and decision-making when MAO (and consequently elaboration) is low. In these situations, consumers are more likely to use simplified heuristics […]
978-1305507272 Test Bank Chapter 1
Name: Class: Date: Chapter 01—Understanding Consumer Behavior Copyright Cengage Learning. Powered by Cognero. Page 1 1. Consumer behavior is the totality of consumers’ decisions with respect to the acquisition, consumption, and disposition of goods, services, time, and ideas by human […]
978-1305507272 Test Bank Chapter 10
Name: Class: Date: Chapter 10—Post–Decision Processes Copyright Cengage Learning. Powered by Cognero. Page 1 1. Post-decision dissonance is a feeling of elation after a purchase. a. True b. False ANSWER: False 2. To reduce dissonance, a search is conducted that […]
978-1305507272 Test Bank Chapter 11
Name: Class: Date: Chapter 11—Social Influences on Consumer Behavior Copyright Cengage Learning. Powered by Cognero. Page 1 1. Dr. Sean Rich is a well-known cardiologist and is respected by many in his field. Rezyl, a leading medical and healthcare company, […]
978-1305507272 Test Bank Chapter 12
Name: Class: Date: Chapter 12—Consumer Diversity Copyright Cengage Learning. Powered by Cognero. Page 1 1. Marketers segment people by age because people of the same age go through similar life experiences. a. True b. False ANSWER: True 2. For teens, […]
978-1305507272 Test Bank Chapter 13
Name: Class: Date: Chapter 13—Household and Social Class Influences Copyright Cengage Learning. Powered by Cognero. Page 1 1. Dual-career families tend to spend less than other families do on childcare, eating out, and services in general. a. True b. False […]
978-1305507272 Test Bank Chapter 14
Name: Class: Date: Chapter 14—Psychographics: Values, Personality, and Lifestyles Copyright Cengage Learning. Powered by Cognero. Page 1 1. Traditionally, psychographics did not measure consumer lifestyles. a. True b. False ANSWER: False 2. Parents who consider themselves environmentalists but still buy […]
978-1305507272 Test Bank Chapter 15
Name: Class: Date: Chapter 15—Innovations: Adoption, Resistance, and Diffusion Copyright Cengage Learning. Powered by Cognero. Page 1 1. The ability to develop successful new products is critical to a company’s sales, future growth, and long-term survival potential. a. True b. […]
978-1305507272 Test Bank Chapter 16
Name: Class: Date: Chapter 16—Symbolic Consumer Behavior Copyright Cengage Learning. Powered by Cognero. Page 1 1. In the context of symbolic consumer behavior, cultural categories do not reflect gender and age characteristics of people. a. True b. False ANSWER: False […]
978-1305507272 Test Bank Chapter 17
Name: Class: Date: Chapter 17—Marketing, Ethics, and Social Responsibility in Today’s Consumer Society Copyright Cengage Learning. Powered by Cognero. Page 1 1. An example of helpful other-focus is the sharing of ideas, such as answering the questions of friends or […]
978-1305507272 Test Bank Chapter 2
Name: Class: Date: Chapter 02—Motivation, Ability, and Opportunity Copyright Cengage Learning. Powered by Cognero. Page 1 1. Willingness to engage in a goal-relevant activity is an outcome of motivation. a. True b. False ANSWER: True 2. A person is extremely […]
978-1305507272 Test Bank Chapter 3
Name: Class: Date: Chapter 03—From Exposure to Comprehension Copyright Cengage Learning. Powered by Cognero. Page 1 1. Consumers can be exposed to marketing stimuli at any stage of the decision-making process. a. True b. False ANSWER: True 2. The position […]
978-1305507272 Test Bank Chapter 4
Name: Class: Date: Chapter 04—Memory and Knowledge Copyright Cengage Learning. Powered by Cognero. Page 1 1. Echoic memory is sensory memory of things we see. a. True b. False ANSWER: False 2. Working memory is where most of the conscious […]
978-1305507272 Test Bank Chapter 5
Name: Class: Date: Chapter 05—Attitudes Based on High Effort Copyright Cengage Learning. Powered by Cognero. Page 1 1. Personality is a relatively global and enduring evaluation of an object, issue, person, or action. a. True b. False ANSWER: False 2. […]
978-1305507272 Test Bank Chapter 6
Name: Class: Date: Chapter 06—Attitudes Based on Low Effort Copyright Cengage Learning. Powered by Cognero. Page 1 1. Attitudes formed under high-effort processing may not even be stored in memory, allowing consumers to form attitudes anew each time they are […]
978-1305507272 Test Bank Chapter 7
Name: Class: Date: Chapter 07—Problem Recognition and Information Search Copyright Cengage Learning. Powered by Cognero. Page 1 1. Frank realizes that he needs a new television. This is an example of his actual state. a. True b. False ANSWER: False […]
978-1305507272 Test Bank Chapter 8
Name: Class: Date: Chapter 08—Judgment and Decision Making Based on High Effort Copyright Cengage Learning. Powered by Cognero. Page 1 1. Decision-making is judging how likely it is that something will occur. a. True b. False ANSWER: False 2. Judgments […]
978-1305507272 Test Bank Chapter 9
Name: Class: Date: Chapter 09—Judgment and Decision Making Based on Low Effort Copyright Cengage Learning. Powered by Cognero. Page 1 1. Consumers are not guided by feelings when buying from a particular store. a. True b. False ANSWER: False 2. […]