978-1259709074 Chapter 6 Solutions Manual Part 1

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Chapter 6 – Consumer Behavior Marketing 6th

Answers to End of Chapter Learning Aids

Marketing Digitally

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 Download tab.

What kinds of need appeals does this company make to encourage shoppers to join?

1. 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.

This exercise illustrates how customer satisfaction—or dissatisfaction—can be expressed in different

ways and what effects such expressions might have on a major company like Verizon.

2. 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.

Both websites have many sections. Each company focuses on all the attitude components:

3. 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 one that emphasizes psychological

needs.

Marketing Applications

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Chapter 6 – Consumer Behavior Marketing 6th

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?

4. When consumers buy a new notebook computer, what sort of information search (internal

vs. external) 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 search for information might

5. Explain the factors that affect the amount of time and effort 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

6. 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 understand all three types of sets

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7. 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 purchase. Companies that want to

8. 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) is (are) being fulfilled by this

tea.

A motive is a need or want that is strong enough to cause a person to seek satisfaction. Over 70 years

9. 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

10. 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 covers all three components

of attitude.

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 the action(s) people undertake. By

11. What can a marketer do to positively influence a situation in which a consumer is ready to

buy but has not yet done so?

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Students must think of ways marketers can affect consumers’ buying decisions during the shopping

experience. Thus, the question illustrates that the buying decision is not just a function of product

attributes.

12. You were recently hired by a multichannel retailer that promotes itself as an American firm

selling only American-made goods. The products featured in advertising and in catalogs

tell stories of the firms that produced the goods in the United States. The sales response

to the firm’s Made in the USA position has been incredible because it resonates with its

customers’ values. As a result, growth has been impressive. One day while speaking to a

vendor, you find out a shipment of merchandise will be delayed because the product is

coming from overseas and is late. A few days later you hear a similar story. As it turns out,

the firm just barely earns the Made in the USA label. Though technically the products meet

a standard to be classified as American made, you worry that the firm is not being truthful

to its customers. You decide to write a letter to the VP of marketing detailing your

concerns. What would you put in the letter?

This ethical scenario forces students to evaluate their ethical position and thereby determine the

appropriate information to include in the letter.

Here are some of the issues they should consider:

•At this point, the customers are not involved at all, and they are likely the most important stakeholder

to keep in mind. It might be beneficial to commission a study of consumers’ attitudes toward mixed

product sourcing.

Quiz Yourself

1 The salient or important attributes about a particular product that consumers use to make product

evaluations are called

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Chapter 6 – Consumer Behavior Marketing 6th

a. attribute set

b. affective components

c. evaluative criteria

d. psychological decision rules

e. situational factors

13. Because not all purchase intentions result in an actual purchase, marketers calculate the _____

to measure how effectively a decision to purchase a specific product results in a completed

purchase.

a. performance risk

b. compensatory decision rate

c. noncompensatory decision rate

d. decision heuristic

e. conversion rate

Chapter Case Study: The Diet Battle–Weight Watchers, Jenny Craig, and

Slim-Fast

1Trace 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.

Student answers will vary, but could look something like this.

Need Recognition: “I think I need to lose some weight.”

2 How have Weight Watchers, Slim-Fast, and Jenny Craig created value?

Weight Watchers

Encourages members to track their daily information.

Jenny Craig

A unique and comprehensive plan for food, body, and mind.

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Slim-Fast

Convenient and accessible for most consumers.

3 Identify the determinant attributes that set the Weight Watchers and Jenny Craig programs

apart. Use those attributes to develop a compensatory purchasing model similar to the one in

Exhibit 6.2.

Daily

Tracking

Group

Sessions

Prepared

Meals Price Overall

Score

4 How can Weight Watchers, Slim-Fast, and Jenny Craig increase the probability of customer

satisfaction?

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?

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.

This chapter is often one that is glossed over by students since they are familiar with making buying

decisions and they know most of the terminology in the chapter. However, what the student finds difficult

is connecting the process of the consumer buying decision with marketing strategy. Instructors should

emphasize the marketing strategies that can be developed to make the buying decision more likely. To do

that, marketers need to know how their target market makes that buying decision.

An exercise instructors may want to use is to have students write down the steps in the consumer

buying decision process using a recent purchase experience they have made. Then the students can

switch papers with the assignment of developing the marketing strategy for the buying process. (Example:

If I know people make their buying decision on purchasing diapers based on Internet coupon availability,

as a marketer I would make sure I supplied an Internet coupon to my target market and communicated

that to them.) This exercise gets students thinking about why they need to learn about the consumer

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buying decision (to form marketing strategy). Online Tip: This can be easily transferred to the online

forum using the discussion board tools of the platform. Students can post their buying decision steps of a

recent purchase. Other learners can respond by developing the marketing strategy.

Connect Activities

Activity Type Learning Objectives 06-

01 02 03 04 05 06

The Camp Car in the U.S. Market Case Analysis X X X

The Perfect Haircut: Consumers’ Search Process Click & Drag X

Video Streaming Service: The Consumer Decision

The Camp Car in the U.S. Market

Activity Type: Case Analysis

Learning Objectives: 06-03, 06-05, 06-06

Difficulty: Hard

Activity Summary: This case discusses a hypothetical product called the “camp car,” which is

Activity

Introduction: In this activity, you’ll be reviewing the features and popularity of a fictional

ultra-compact car, the camp car. This car is already the rage in Europe and is now making its way

across the pond to the U.S. market. This case discusses why the camp car has been so popular in

Europe as well as what challenges the company faced in adapting to the unique consumer behavior

of U.S. auto buyers. Review the case and answer the questions as instructed.

Concept Review: The consumer decision process can be influenced by several factors, including

Follow-Up Activity

Internet research challenge: Ask students to find recent data on the most popular car models (note:

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differences between American and European drivers? Remind the students that they should consider

good Internet research practices, including credibility of the source and currency of the information.

Here are some websites that, as of this writing, have current data:

The Perfect Haircut: Consumers’ Search Process

Activity Type: Click & Drag

Learning Objectives: 06-03

Difficulty: Medium

Activity Summary: Different risk factors in the consumer decision process, and their impact on

information search, are applied to a scenario of two consumers choosing a place to get a haircut.

Students click and drag factors into the appropriate categories.

Activity

Introduction: Two consumers are searching for new hair salons and have very different belief

systems and needs that affect the way they search for information. Categorize the following

statements according to the factors that affect consumers’ search processes.

Concept Review: The second step in the consumer decision process, after a consumer recognizes a

Follow-Up Activity

Ask the students to work in small groups to choose a product category in which many different types of

consumers make purchases (some suggestions: shoes, jeans, or a meal in a restaurant). Then describe

two very different purchasing scenarios, as in the haircut example above. For each scenario, identify the

key risk factors that will affect the amount of information search.

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