Marketing Chapter 11 The Consumer Getting Reimbursed Party Payer What Time Year What Are The

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• Is the consumer getting reimbursed (3rd party payer)?

• What time of year is it?

• What are the economic conditions like?

• Does the business accept credit cards?

• How much time is the consumer spending in a location?

• What is the exchange rate?

• Is the consumer traveling alone?

2. What are the three main categories of situational influences on consumers?

3. What are temporal factors in CB?

4. List three ways in which time pressure influences consumer behavior.

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5. What is the concept of advertiming? Is advertiming a good thing for marketers and for

consumers?

6. Define shopping. What are the two key dimensions of PSV?

7. How might circadian cycles influence shopping value?

8. What are the four different types of shopping activities discussed in the chapter?

9. What is reversal theory, and how might it be illustrated in common consumer shopping

situations?

10. What are the key distinctions between impulse, unplanned, and compulsive consumer

behaviors?

11. Answer the following questions: (A) What is the term that describes what retailers are

trying to provide to consumers when they put forward effort specializing in creating a

unique environment, impressive décor, friendly employees, and pleasant emotions? (B)

When the approach in part A is a major part of the company’s positioning strategy, which

of the “qualities” of the environment is being emphasized?

12. What is impulsivity?

13. Define atmosphere. List local dining establishments with unique atmospheres. What

qualities make them unique? Are the restaurants distinguished more by functional or

affective qualities?

14. List at least three ways in which social influences affect consumer behavior.

15. What kinds of colors are most likely to be associated with consumer perceptions of high–

quality goods?

16. What is meant by antecedent conditions? How do they shape the value of objects?

17. How does the economic condition dealing with how a consumer pays for a transaction

influence purchase behavior?

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tags (RFID) type credit cards that do not require a swipe or by storing a number with

something like Paypal, consumers become more likely to spend more than the similar cash

customer.

BUSPROG: Analytic

DISC: Customer

LO: 11-6

Topic: A-head: Antecedent Conditions

Bloom’s: Comprehension

Difficulty: Moderate

Group Activity

1. Assign each member of your team to visit a local hypermart at different times of the day.

Make sure at least one member is assigned to each of these hours: 8 AM, 11 AM, 2 PM, 6

PM, 11 PM, and 3 AM. Observe the following:

A. Approximately, how full is the parking lot?

B. On average, how full are the shopping carts of customers?

C. On average, how friendly do the other shoppers seem?

D. How many cash registers are open for transactions?

Try to apply the circadian cycle in explaining differences in behavior. Prepare a brief

presentation for the class.

2. Discuss the following issues in your team. What characteristics can be used to encourage

unplanned and/or impulse purchases? Is it morally right or ethical to take steps to

encourage unplanned or impulse purchases? Prepare a short essay defending your choice.

Assignments

For the next questions, take a field trip to a lifestyle shopping center or shopping mall and use

1. *Observe the behavior of the shoppers going to and from stores. In general, would you

characterize their movements as:

A. hurried or relaxed?

B. distracted or focused?

C. continuing the shopping trip or heading to the exits?

D. alone or with others?

E. empty-handed or carrying purchases?

Note the time of day, week, and month. In what way do you believe temporal situational

influences are playing a role in consumers’ behaviors as you described using the points

above?

2. How do you believe characteristics of the shopping center (the place) are playing a role in

the behaviors noted in the previous question?

3. What are the four categories of shopping activities described in the chapter? Thinking of

each category as a unique shopping orientation, what percentage of shoppers that you

observed do you believe fall into each category?

4. While at the center, did you buy anything? If so, would you characterize the purchase as

the result of impulsive shopping? Were the stores trying any approaches to encourage

impulse purchases? Or, was your shopping behavior better matched to some other type of

shopping?

5. Team up with another student and try to develop a 12-item questionnaire that measures the

relative degree to which a shopper is usually (a) acquisitional, (b) epistemic, (c) impulsive,

or (d) experiential. Discuss and compare your questionnaire with those of the other teams.

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Do you believe that online shopping as a situation might cause a consumer to switch their

tendency?

Chapter Video Summary

To view the video case on Murray Cheese, access the Chapter 11 Media Quiz in CB8

Online (create a course at login.cengage.com).

Murray Cheese

At Murray Cheese, atmosphere is everything. The company prides itself on its distinctive

environment, one in which customers’ needs are placed at the forefront of the retail effort.

Though employees are well-informed about the various products on the shelves, the primary

Ask your students:

1. What is striking about working in a retail environment?

2. What is the best way to sell cheese according to Murray?

3. How does Murray achieve a three-cheese-sale instead of the regular one-cheese-sale? What

is the role of Murray’s customer service in influencing consumer decisions?

4. How would you describe the shopping experience that Murray Cheese tries to create for

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customers? Is it experiential, impulsive, acquisitional, or epistemic? Give reasons for your

answer.

5. Does the retail personality at Murray Cheese emphasize its affective or utilitarian quality?

Explain why this is necessary for the company.

CB Scenario Video

Customers at an electronics store are looking at the latest phones on display. They check out the

features on a touchscreen phone, asking about the different kinds of apps that come with it. A

saleswoman explains the features of a particular phone to a customer. Various phones are on

display, giving customers the opportunity to compare features before buying.

Ask your students:

1. What type of shopping activity would involve the buying of a mobile phone?

2. Which is more important—the functional quality or the affective quality of the retailer

selling the mobile phone?