END OF CHAPTER MATERIAL
Discussion and Critical Thinking
Discussion Questions
5.1. Discuss the stages of the consumer buyer decision process and describe how you or your
family used this process to make a purchase. (AACSB: Communication; Reflective
Thinking)
Answer:
Students’ responses regarding how they used the buyer decision process will vary, but they
should demonstrate an understanding of the five stages: need recognition, information
search, evaluation of alternatives, purchase decision, and postpurchase behavior. The process
5.2. Name and describe the stages in the adoption process and discuss the importance of this
model for marketers. (AACSB: Communication; Reflective Thinking)
Answer:
The adoption process as the mental process through which an individual passes from first
1. Awareness. The consumer becomes aware of the new product but lacks
information about it.
2. Interest. The consumer seeks information about the new product.
5.3. How does the market structure and demand faced by business marketers differ from that
faced by consumer marketers? (AACSB: Communication)
Answer:
Business marketers normally deal with far fewer but far larger buyers than the consumer
marketer does. Further, business demand is derived demand—it ultimately derives from
5.4. Compare and contrast the types of business buying situations. (AACSB: Communication;
Reflective Thinking)
Answer:
There are three major types of buying situations. In a straight rebuy, the buyer reorders
something without any modifications. It is usually handled on a routine basis by the
In a modified rebuy, the buyer wants to modify product specifications, prices, terms, or
suppliers. The “in” suppliers may become nervous and feel pressured to put their best foot
A company buying a product or service for the first time faces a new task situation. In such
cases, the greater the cost or risk, the larger the number of decision participants and the
5.5. Describe how business-to-business marketers use digital and social media channels to
engage customers, market their products, and manage customer relationships anywhere.
(AACSB: Communication)
Answer:
In response to customers’ rapid shift toward online buying, today’s B-to-B
marketers are now using a wide range of digital and social media
Instead of the old model of sales reps calling on business customers at
work or maybe meeting up with them at trade shows, the new digital
Critical Thinking Exercises
5.6. Researchers study the role of personality on consumer purchase behavior. One research
project—Beyond the Purchase—offers a range of surveys consumers can take to learn
more about their own personalities in general and their consumer personalities in
particular. Register at http://www.beyondthepurchase.org/ and take the “Spending Habits”
surveys along with any of the other surveys that interest you. What do these surveys tell
you about your general and consumer personality? Do you agree with the findings? Why
or why not? (AACSB: Communication; Use of IT; Diversity; Reflective Thinking)
Answer:
This is an interesting Web site that has several short surveys students can complete. Students
will have to register, but there is no cost to complete the surveys. The studies change
5.7. Kaizen. Seiri. Seiton. Seiso. Seiketsu. Shitsako. Jishuken. These Japanese words are
related to continuous quality improvement and are applied in supplier development
programs, particularly Toyota’s. Research Toyota’s Production System (TPS) and
describe how these concepts are applied in supplier development. (AACSB:
Communication; Multicultural and Diversity)
Answer:
Kaizen means “good change” and focuses on continuous quality improvement in small
increments (see, for example,
See the Kaizen Institute’s Web site for more information
Toyota’s Production System (TPS) has been heralded as a model for continuous process
5.8. Business buying occurs worldwide, so marketers need to be aware of cultural factors
influencing business customers. In a small group, select a country and develop a
multimedia presentation on proper business etiquette and manners, including appropriate
appearance, behavior, and communication. Include a map showing the location of the
country as well as a description of the country in terms of its demographics, culture, and
economic history. (AACSB: Communication; Multicultural and Diversity; Use of IT)
Answer:
There are several sources on the Internet where students can get information for this exercise.
Minicases and Applications
Online, Mobile, and Social Media Marketing: Digital Influencers
Jen Hsieh is a college student with a love for fashion who shares outfits and fashion sense on
Jennifhsieh, her fashion blog. Her social influence earned her an invitation to Kate Spade’s New
York fashion week presentation, after which she blogged, “I had to keep myself from drooling”
when describing the collection. Digital influencers like Jen are often paid to write product
reviews on their blogs and to post pictures of themselves on sites such as Pinterest and Instagram
wearing clothes given to them by the sponsor. Some are given all-expenses-paid trips to events.
For example, Olivia Lopez, a personal-style blogger with a site called Lust for Life, was invited
by Samsung to the South by Southwest and Lollapalloza music festivals and provided a phone
with which to post pictures for her 90,000 Instagram followers. The hashtag “#thenextbigthing,”
which is used in Samsung’s product promotions, was included in her posts. Otherwise, Olivia
included no indication that Samsung provided sponsorship.
5.9. Find an example of a blog on a topic that interests you. Are there advertisements on the
blog? Does the blogger appear to be sponsored by any companies? Is there information
regarding sponsorship? Write a brief report of your observations. (AACSB: Use of IT;
Communication; Reflective Thinking)
Answer:
Students will be able to find blogs on any topic that interests them. For example, search
results for “golf blog” results in several sites and even a site called “WorldGolf.com’s big list
of golf blogs” (www.worldgolf.com/blogs/golf-blogs.htm). One site, Beaver Golf – A
Students will be able to find other blogs in a similar way. For example, see
5.10. Summarize the FTC’s disclosure rules on using social media to promote products and
services. Does the blogger you reviewed in the previous question follow these rules?
Explain. (AACSB: Communication; Reflective Thinking)
Answer:
The updated FTC’s .com Disclosures: How to Make Effective Disclosures in Digital
Students should be able to find other sources explaining the new disclosure rules, with some
Marketing Ethics: Business-to-Business Commercial Bribery
The CEO of FalconStor Software directed employees to bribe B-to-B customer JPMorgan Chase
executives with more than $300,000 worth of stock options, golf-related perks, gift cards, and
5.11. Research the Travel Act and the FCPA. Explain how the SEC could file charges under the
FCPA if this was not a bribery case involving a foreign government. (AACSB:
Communication; Reflective Thinking)
Answer:
The Travel Act prohibits interstate or foreign travel to conduct any unlawful activity, such as
FalconStor and J.P. Morgan employees traveling to Hong Kong to conduct a commercial
For more information on this case, see: Howard Sklar, “Move Over, DOJ: The SEC Can
Charge Private-Sector Bribery Too,” Forbes, (July 31, 2012), available at
For information on the Travel Act and the FCPA, see: Travel Act:
5.12. What would you do if your supervisor directed you to bribe other businesses to obtain
contracts? Is there legal protection for employees who report employers’ illegal behavior?
(AACSB: Communication; Ethical Reasoning)
Answer:
For a comprehensive list of whistleblower protections, see
Recently, the Supreme Court expanded protections for whistle blowers under the anti-fraud
law to outside parties, such as advisers, lawyers, and auditors reporting fraudulent activity.