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Chapter 6 - Consumer Behavior Marketing 5th
1.1.1.1.1.1.1.1 Answers To End Of Chapter Learning Aids
1.1.1.1.1.1.1.2 Marketing Applications
1. Does buying Kashi cereal satisfy a consumer’s functional or psychological need?
How might this information help a Kashi brand manager better promote the
product?
2. When consumers buy a new notebook computer, what sort (internal vs. external)
of information search would they conduct? If you were a marketing manager for
Sony, how would you use this information?
An internal search for information might include: understanding how they might use the
laptop, previous experiences with other laptop brands, and personal budget. An external
3. Explain the factors that affect the amount of time and effort that a consumer might
take when choosing an oral surgeon to get his or her wisdom teeth removed. How
would your answer change if the consumer were looking for a dentist to get a
cleaning? How should the office manager for a dental practice use this
information?
Students must analyze the different information-gathering processes consumers use for
related but different purchases. They should recognize that the length and degree of
4. When evaluating different alternatives for a Saturday night outing at a fine
restaurant, explain the difference between the universal set, the retrieval set, and
the evoked set. From which set of alternatives will the consumer most likely
choose the restaurant?
Alternative evaluation often occurs as the consumer engages in information search, and
the various sets help organize and categorize the discovered information. Students must
5. What can retailers do to make sure they have satisfied customers after the sale is
complete?
Customer satisfaction is not limited to the experience leading up to and including the
actual purchase event; it often extends beyond the purchase to user experiences after
6. Tazo makes a blend of exotic green teas, spearmint, and rare herbs into a tea
called Zen. Using Maslow’s hierarchy of needs, explain which need(s) are being
fulfilled by this tea.
© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 2
Chapter 6 - Consumer Behavior Marketing 5th
A motive is a need or want that is strong enough to cause a person to seek satisfaction.
Back in the 1970s, social researcher Abraham Maslow developed the PSSP hierarchy of
7. You recently were invited to a formal event at the home of the president of your
university. You decide such an event warrants a completely new outfit. Describe
three social factors that might influence your purchase decision.
Students should consider the social factors that might influence their decision for an
event like this. Some examples might include: family, reference groups, and cultures. A
8. Trek has designed a new off-road bicycle designed to stand up to the rugged
conditions of trail riding. Develop a theme for an advertising strategy that ensures
all three components of attitude are positively covered.
The cognitive aspect reflects what people believe to be true, the affective component
refers to what they feel about the issue at hand, and the behavioral component consists of
9. What can a marketer do to positively influence a situation in which a consumer is
ready to buy but has not yet done so?
Student must think of ways marketers can affect consumers’ buying decisions during the
1.1.1.1.1.1.1.3 Net Savvy
1 Visit the Shopkick site (www.shopkick.com) and describe the benefits it offers
consumers. How are these offers likely to influence consumers’ behavior? Click on
“The App” tab. What kinds of need appeals does this company make to encourage
shoppers to join?
10. Customers use a variety of methods to provide feedback to companies about their
experiences. Planetfeedback.com was developed as one such venue. Visit its
website (www.planetfeedback.com) and identify the types of feedback that
customers can provide. Look over the feedback for Verizon by typing “Verizon”
in the company search space. Summarize some of the most recent comments.
What is the ratio of positive to negative comments about Verizon during the last
year or so? Describe the effect these comments might have on customer
perceptions of Verizon.
© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 4
Chapter 6 - Consumer Behavior Marketing 5th
11. Different companies emphasize different aspects of attitude in making decisions.
Explore the Microsoft (www.microsoftstore.com) and Apple (store.apple.com)
stores online. Discuss the primary attitude components that they are targeting and
how the two stores differ.
12. Companies often emphasize either the functional or psychological needs their
products fulfill. Go to Car and Driver’s website (www.caranddriver.com) and
identify a luxury car company that emphasizes functional needs and a luxury
company that emphasizes psychological needs.
1.1.1.1.1.1.1.4 Chapter Case Study: The Diet Battle: Weight Watchers,
Jenny Craig, And Slim-Fast
1 Trace how you might go through the steps in the consumer decision process if you
were thinking of going on a diet and using any of these diet programs.
2 How have Weight Watchers, Slim-Fast, and Jenny Craig created value?
© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 5
Chapter 6 - Consumer Behavior Marketing 5th
Weight Watchers
Encourages members to track their daily informaon.
Jenny Craig
A unique and comprehensive plan for food, body, and mind.
Slim Fast
3 Identify the determinant attributes that set the Weight Watchers’ and Jenny Craig’s
programs apart. Use those attributes to develop a compensatory purchasing model
similar to the one in Exhibit 5.2.
4 How can Weight Watchers and Jenny Craig increase the probability of customer
satisfaction?
© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 6
Chapter 6 - Consumer Behavior Marketing 5th
5 Which factors examined in this chapter might have the most impact on consumers’
propensity to go on a diet and choose one of these diet programs?
1.1.1.1.1.1.1.5 Additional Teaching Tips
This chapter focuses on the consumer buying decision and describes the cognitive
process that consumers experience when evaluating that purchasing decision. It also
focuses on the dynamics of what influences the consumer buying decision.
© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution
in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 7
