978-0077729028 Chapter 6 Answers To End Of Chapter

Type

Solution Manual

Book Title

Marketing 5th Edition

ISBN 13

978-0077729028

April 8, 2019

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.

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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.

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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?

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Chapter 6 - Consumer Behavior Marketing 5th

Weight Watchers



Encourages members to track their daily information.



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?

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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.

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