Marketing Chapter 14 Reselling One The Most Popular Methods For Permanently Disposing Used Products Simply

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• Reselling: One of the most popular methods for permanently disposing of used products

is to simply sell them. Garage sales and swap meets are popular means of disposing of

products in this way.

Q: How would you dispose of your old computer or laptop?

B. Disposal, Emotions, and Product Symbolism [Instructor PPT Slide 23]

Consumers often develop emotional bonds with their possessions. Possessions can help

express a consumer’s self-concept. The decision to part with belongings can therefore be very

emotional, especially for older consumers who place much symbolic value on many products.

Selling, giving away, or donating goods can lead some consumers to feel as if they have lost a

part of themselves. In other situations, consumers can be quite ready to dispose of products

that bring back bad memories, or that lead consumers to have uneasy feelings about

themselves or their past.

Video material for this chapter can be found on page 22–24 of the IM

Q: Discuss examples of possessions that have strong positive associations.

End of Chapter Material

Discussion Questions

1. Which part of the basic consumption process takes place after purchase? Explain how it

comes to be.

2. *Distinguish between durable and nondurable goods. Provide an example of each. How do

you think the post-consumption processes may vary based on this distinction?

3. Define authenticity. How might authenticity play a role in affecting the degree to which a

consumer is satisfied with some experience?

4. How does cultural meaning influence the consumption process?

5. What is consumer satisfaction?

6. Is Walmart’s success due to high customer satisfaction? Take a stance, and explain your

response.

Answer: Walmart’s success may not necessarily be due to the relatively high average

customer satisfaction. They appear in the lower portion of the American Consumer

Satisfaction Index (ACSI) scores. Thus, their success may be due to other factors. The case

(Walmart’s success due to high customer satisfaction) would have been easier to discuss if

Walmart’s high utilitarian value was one of the major factors for its success.

BUSPROG: Analytic

DISC: Customer

LO: 14-2

Topic: A-head: Value and Satisfaction

Bloom’s: Comprehension

Difficulty: Moderate

7. What is the American Consumer Satisfaction Index (ACSI)?

8. What is the definition of dissatisfaction? Is it likely to cause a drastic reaction by a

consumer? Explain by using a situation in which some emotion other than satisfaction

motivated your behavior following a purchase.

9. How does the expectancy/disconfirmation process work?

10. How does the equity theory approach to satisfaction differ from the

expectancy/disconfirmation approach?

11. What are the key elements of a consumer’s attribution?

12. * Explain the way confirmatory bias may work in post-purchase processes.

13. *What are the problems associated with measuring consumer satisfaction?

14. In what major ways can consumers dispose of products?

15. What role does hope play in creating satisfaction or dissatisfaction? Can you think of an

instance when you felt a lot of hope prior to trying a product? How did it turn out?

Group Activity

Have students get together in groups of four. Let them individually visit Facebook, Twitter, or

Pinterest to look for comments from consumers that they believe illustrate some of the concepts

in this chapter. Ask the students to make notes of and/or print some of the evidence. Students

should then discuss the findings with their group to find the best illustrations and present those in

class.

Assignments

1. Team up with another student. Compare birthdays, and have the younger person play the

role of an interviewer and the older person play the role of a consumer.

Interviewer: Ask the consumer to describe a recent, notable consumption experience. Make

sure to probe the consumer on the emotions that the consumer experienced during each

stage of the consumption process.

Consumer: Answer the questions asked by the interviewer, and try to describe one’s inner

feelings.

Together, make a chart that shows how emotions influenced value through different stages

of the consumption process.

Satisfaction Index (ACSI) may be an exception. This exercise is worthwhile to illustrate

whether the techniques used in these websites are appropriate to obtain useful ratings on

satisfaction.

BUSPROG: Reflective Thinking

DISC: Customer

LO: 14-1

Topic: A-head: Consumption, Value, and Satisfaction

Bloom’s: Evaluation

Difficulty: Moderate

Chapter Video Summary

To view the video case on Sephora Retailing for Success, access the Chapter 14 Media Quiz

in CB8 Online (create a course at login.cengage.com).

Sephora Retailing for Success

At Sephora, shopping is all about experiencing products. When the French cosmetics retailer

came to America in the late 1990s, it immediately opened its counters to free trials of makeup,

fragrances, and skin care items. The try-before-you-buy concept is a hit with female customers,

and sales associates at Sephora are always on hand to facilitate and educate customers. The

company’s loyalty program ensures that satisfied customers keep coming back for more.

Ask Your Students

1. Visit the Sephora website, and browse the online store. How does Sephora use the online

environment to promote its products without the advantage of letting customers “try before

they buy”?

2. Sephora is working out the details of a new loyalty program, and they have asked you to

give your input and advice. What do you tell them? How should they integrate this new

program with the retailing mix they have already adopted?

CB Scenario Video

A batch of shrimp is sizzling over a flame. Two customers look over the menu of a restaurant,

Mezzaluna. The menu is displayed on a board with a list of the dishes and their prices. Inside the

restaurant, customers chat and drink as they wait for their orders to be served.

Ask Your Students

1. As a connoisseur of seafood, what kind of service must the restaurant offer to lead to value

and satisfaction?

2. As a consumer, how would you make a choice of eating at a restaurant?