Marketing Chapter 16 Negative Impact Fan Misbehavior Has Their Ability See Hear Positively Experience The

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negative impact fan misbehavior has on their ability to see, hear, or positively

2. Is fan misbehavior unethical? Explain your answer.

3. What are the motivations of fan misbehavior?

4. What measures can be taken to prevent or reduce incidents of fan misbehavior?

5. Is fan misbehavior appropriately described as abusive consumer behavior?

Answer: Abusive consumer behavior contains four categories: behavior which is

verbally or physically abusive; uncooperative customers; drunken customers; and

customers who break company policy.

Fan misbehavior spans each of the four categories. Misbehaving fans often engage in

verbally or physically abusive actions toward opposing teams or officials.

Misbehaving fans are generally disruptive and unruly game participants. Many cases

of fan misbehavior involve alcohol consumption. Finally, misbehaving fans break the

rules of society, etiquette, and facilities. Hence, fan misbehavior is appropriately

described as abusive consumer behavior.

Part 5 Online Case Answers

Bullying Behavior: It’s Not Just on the Playground Anymore

1. Have you ever experienced or observed cyberbullying? If so, think about the incident

and how it affected members of the situation.

2. Many times, cyberbullying occurs on social networks such as Myspace.com. In light

of this, are these networks good for preteen and teenage consumers? Consumers of

all ages?

3. Why would marketers, such as Sony Creative Software, become involved with the

effort to reduce cyberbullying?

Green Attitude Leads to Green Action

1. Why do consumers such as Madhu think green but not really act green? What are

some of the impediments to acting green?

2. Are incentives necessary to alter consumer behavior related to reusing and recycling?

Provide both pros and cons to this strategy.

3. As a green living consultant, what other courses of action would you recommend to

Madhu and her family in their quest to reduce their impact on the planet?

4. Can you help Madhu find agencies and organizations that provide an eco-friendly

seal of approval for household items such as grocery purchases?

(https://www.energystar.gov/) seal provided by the federal Environmental Protection

Agency (EPA) for home appliances. The Green Seal (http://www.greenseal.org/) is a

non-profit agency that helps consumers find green certified products and services.

Green America (http://www.greenamerica.org/) provides a seal of approval for

environmental and socially responsible businesses and lists them in the National

Green Pages. Good Housekeeping (GH) magazine has added a “green seal” of

approval. According to their press release, after a product obtains a GH seal, the

magazine reviews “data about a product’s composition, manufacturing, packaging,

and other attributes that may have an impact on the environment.”

Given the evolving nature of green marketing, there are likely to be other

organizations or agencies developing green seals of approval, making consumers’

green decision making less complex.

The Ethics of Selling Home Improvement Services

1. Which sales technique discussed in Chapter 16 best describes the one used by Joel?

Explain.

2. Why might Joel’s sales technique be considered manipulative?

3. In the context of this marketing situation, can the argument be made that Don is a

“vulnerable” consumer? Explain.

4. Does Don have a “true” need? Or is Joel creating an artificial one?

eBay Case

1. Does eBay assess the entire consumption process of its consumers? Why, or why

not? Suggest different methods for assessing consumer satisfaction that may be

useful in eBay’s case.

2. How does the consumption situation differ between eBay consumers and consumers

at brick-and-mortar retailers?

3. How much did the American Consumer Satisfaction Index (ACSI) score for eBay

change from 2005 to 2006, by percentage? What is the significance of these scores

and changes, as compared to other large Internet companies represented in the table?

1.23 percent. If this negative trend continues, eBay will experience a decrease in

customer satisfaction. In comparison with the other companies, eBay is somewhere

4. Use the website for the ACSI scores (www.theacsi.org) to find out how the scores

for eBay compare with brick-and-mortar retailers, such as Kohl’s, J.C. Penney,

Target, Dillard’s, Macy’s, Nordstrom, and Walmart. Explain your findings.

5. According to the expectancy/disconfirmation theory, what could be one of the

problems eBay faces in attempting to increase its consumer satisfaction?

Healthcare Professionals Case

1. How can Avant Healthcare further leverage its brand loyalty from its healthcare

professionals (HCPs) to helping its business?

2. What is the importance of Avant proactively asking its HCPs about possible

concerns? How does this help Avant build brand loyalty?

3. How do the international medical staffing firms that view customer complaints as

nothing more than a pain in their side contribute to customer disconfirmation

formation by their HCPs?

4. What kinds of long-term implications can the negative word-of-mouth have on

international medical staffing firms?

Identity Theft Case

1. What measures can consumers take in order to prevent becoming victims of identity

theft?

2. Even though selling consumer data is a legal business practice, many people question

the data brokering practice. Is it ethical to sell consumer data for profit?

3. Will Internet identity theft stop consumers from carrying out transactions online?

Music Piracy Case

4. What is your opinion? Do perceived unethical actions by a company or industry

justify unethical actions in return? Do you believe that the music industry deserves

some protection from illicit file-sharing?

Part 5 Video Case

To view the Part 5 video case, go to the CB companion website login.cengage.com.

Making a Return

Time: This video is between 5–7 minutes long.

Concepts Illustrated in the Video

• Consumer satisfaction

• Consumer misbehavior

• Retail borrowing

• Ethical decision making

Synopsis

Fiona, a college student, is trying to make a return for a dress she has already worn to an

event. She talks to Brett, the sales associate, and complains that the dress was itchy and has

frayed edges. Brett knows she has already worn the dress by the smell and the deodorant

Teaching Objectives for the Video Case

• Discuss the relative importance of satisfaction and value in consumer behavior.

• Describe some ways that consumers dispose of products.

Critical Thinking Questions—Suggested Answers

1. Have you ever been in Fiona’s situation before? If not, do you know of anyone that

has tried to return worn merchandise? What was the result? Do you feel there is

anything unethical about returning worn merchandise without any defects?

2. Explain the concept of cognitive dissonance. Did Fiona experience it? If so, what

were the conditions that were present in her experience with the boutique? Have you

ever experienced cognitive dissonance? What was the outcome?

Answer: Cognitive dissonance refers to lingering doubts about a decision that has

already been made. Dissonance is sometimes known as the “buyer’s regret.”

Cognitive dissonance tends to happen when a buyer spends money on a high-ticket

item. In the video’s example, the dress can represent a high-ticket item for a college

student on a budget. The condition present in Fiona’s case was that the decision was

difficult to reverse. The store had a strict return policy, so she was not able to get her

money back. Students’ answers will vary from examples of cars to their choices of

colleges.

3. Is Fiona’s attempt to return a worn dress a form of consumer misbehavior? Did Fiona

participate in retail borrowing? Explain your answer.