Marketing Chapter 16 Busprog Analytic Disc Customer Topic Ahead Consumer Misbehavior And Exchange Blooms Knowledge

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BUSPROG: Analytic

2. What is meant by the terms “moral beliefs” and “ethical evaluations”? How are they

related?

3. What are the various motivations of consumer misbehavior?

4. What is the key difference between consumer problem behavior and consumer

misbehavior?

Answer: As the text discusses, the key difference between consumer problem

behavior and consumer misbehavior is perceived control. Both sets of behaviors have

the potential to hurt the consumer and others. Problem behavior is generally outside

of the control of the consumer whereas misbehavior is not. Many of the problems

that behavior is associated with are mental disorders and/or physical addictions.

BUSPROG: Analytic

DISC: Customer

LO: 16-2

Topic: A-head: Distinguish Consumer Misbehavior and Problem Behavior

Bloom’s: Knowledge

Difficulty: Easy

5. What are some examples of consumer problem behavior and consumer misbehavior?

6. What is meant by “marketing ethics”? How is it related to the marketing concept?

7. How is the marketing mix affected by marketing ethics?

8. What is meant by the term “corporate social responsibility”? How is it related to the

societal marketing concept?

9. What are the various duties of a marketer that practices corporate social

responsibility?

10. Name some of the major bodies that regulate marketing practice.

12. According to the FTC, what constitutes “deceptive advertising”?

13. What are the major forms of manipulative sales tactics that are discussed in this

chapter?

Answer: The main manipulative sales tactics that are discussed in the text include

the foot-in-the-door technique (in which a salesperson presents small requests to a

consumer in order to begin a sales pitch), the door-in-the-face technique (in which

the salesperson begins with a large request in order to intentionally be rejected by the

consumer only to return with a smaller request), the even-a-penny-will-help

technique (in which cause-related marketers ask for a very small level of monetary

support in order to get the consumer to give more), and the “I’m working for you!”

technique (a salesperson leads consumers to believe that they are actually working as

hard as possible to give their customers the best deal).

BUSPROG: Analytic

DISC: Strategy

LO: 16-6

Topic: A-head: Public Criticism of Marketing

Bloom’s: Comprehension

Difficulty: Moderate

Group Activity

Divide the class into teams (sizes based on class size). Assign each group the responsibility

of interviewing a local business leader about one of the consumer misbehaviors listed in

the text. How often do business leaders think consumer misbehavior occurs in their

community? In what ways do they attempt to combat the problem? For example, a group

could interview a local retail manager about the occurrence of shoplifting in their store.

One group could interview a computer store manager about the prevalence of computer

viruses in the community, and another group could interview a facilities manager about the

frequency of dysfunctional sports behavior at their school’s facilities. Another group could

get information about local police efforts to combat texting and driving or drinking and

driving. Have the groups report back to the class about the responses they get. This is a

good exercise for both expanding on the content of the book and highlighting the extent to

which the misbehaviors occur in the students’ immediate area. It is likely that the students

will be surprised by the extent to which these misbehaviors occur locally.

Assignments

1. The next time you are in a restaurant, pay attention to other consumers who are

dining or waiting for their food. Take special note of any behaviors or comments that

you believe cross the line. Did you notice any abusive consumer behavior? How did

this make you feel? How did employees deal with the consumer? How well do you

think the restaurant employee handled the situation? What would you have done

differently?

2. Survey fellow students on their perceptions of the severity of drunk driving in your

college community. Ask them if they have friends that they know who regularly

drink and drive (don’t have them identify the fellow students). Also, ask them what

they think could be done to stop drunk drivers.

3. Survey fellow students about their perceptions of cell phone use while driving. To

what extent do they believe it is a serious social problem? Ask them if they have

texted while driving. If they have, ask them why.

4. Survey fellow students on what types of dysfunctional fan behavior they have

noticed at your school’s athletic events (or other sporting events). Ask them how they

feel when they observe the misbehavior. Also, ask them what they think could be

done to make the events more fan friendly as opposed to abusive.

5. *Survey fellow students on how much they tend to trust marketers. What companies

do they trust? What companies do they distrust? For those who state that they distrust

marketers, ask them why. What would it take for marketers to gain these students’

confidence?

6. Do an Internet search on the severity of pollution worldwide. A good place to start is

the World Health Organization website. To what extent do you believe that

marketing is responsible for these problems? Why is this? Do you think that more

governmental regulation on business would help the problem? Why, or why not?

Chapter Video Summary

To view the video case on The Putting Lot, access the Chapter 16 Media Quiz in CB8

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

The Putting Lot

Lack of recreational space and activity in an industrial neighborhood drove the co-

organizers of the Putting Lot to convert a vacant lot into an urban mini golf course.

Initiated through friendly discussions, the project saw the participation of many

neighborhood volunteers who wanted to engage in a community project that focused on

Ask Your Students

1. Explain the ethos of the Putting Lot in terms of the societal marketing concept.

2. Would you describe the Putting Lot’s corporate social responsibility strategy as

ethical or altruistic? Justify your answer.

CB Scenario Video

A “textiquette” expert talks about the increasing acceptance of texting in almost any social

situation, whether it’s on a date, at a wedding, or even in bed. A survey revealed a definite

difference in texting behavior among people from different generations, with people under

the age of 35 being significantly more likely to find texting acceptable in most situations,

as compared to people over 35. The rise of texting as a mode of communication may even

hamper face-to-face interactions, and it is recommended that people draw boundaries for

their own texting behavior.

Ask Your Students

BUSPROG: Analytic

DISC: Customer

LO: 16-2

Topic: A-head: Distinguish Consumer Misbehavior and Problem Behavior

Bloom’s: Comprehension

Difficulty: Moderate

Part 5 In-Text Case Answers

Case 5-1 Culture Creates Customer Dissatisfaction

1. What type of expectation does Mr. Joe Teng have about his ticketing situation?

2. Which of the theories of postconsumption reactions might explain Mr. Teng’s

experience? Why?

3. If the customer is likely to mention his dissatisfaction or negative experience with

Global Voyages to his friends and acquaintances, what can Mr. Yadav’s business do

to combat it?

2. What was the response by Susan G. Komen for the Cure to negative public publicity

after their decision to stop funding mammograms in partnership with Planned

Parenthood? Would you have responded differently had you been in charge?

3. Officials at Susan G. Komen for the Cure seemed unprepared for the intensity of

response that they encountered. How would an understanding of the difference

between customer loyalty and customer inertia have prepared the Komen officials for

the reactions they experienced?

4. Does the Komen organization demonstrate characteristics of relationship loyalty with

their donors? Why, or why not?

5. Many Komen supporters switched their donations to Planned Parenthood after the

negative public publicity. Use the concept of share of wallet to explain why this

might have happened.

Case 5-3 Sports Fans Behaving Badly

1. Have you ever witnessed fan misbehavior? Describe the experience and how it

impacted the value you received from the experience.