Marketing Chapter 6 Then Have Them Determine Slogan And Sketch

Unlock access to all the studying documents.

View Full Document

Suggested Homework:

• The end of each chapter contains numerous questions that can be assigned or used as the basis for longer

investigations into marketing.

REVIEW AND APPLICATIONS

1.1 The type of decision making a consumer uses for a product does not necessarily remain constant. Why?

Support your answer with an example from your own experience.

Students’ answers should address some of these points. Once a consumer has had experience in purchasing a

2.1 Visit CarPoint’s Web site at http://autos.msn.com/. How does the site assist consumers in the evaluation stage

of choosing a new car? Develop your own hypothetical evoked set of three or four car models and present

your comparisons. Which vehicle attributes would be the most important in your purchase decision?

This Web site provides a select list of cars, price points, and outside reviews of each car. Thus, the consumer can

3.1 Recall an occasion when you experienced cognitive dissonance about a purchase. In a letter to a friend,

describe the event, and explain what you did about it.

Although students’ answers will vary, they should address some of these points in the following example: I decided

4.1 Describe the three categories of consumer decision-making behavior. Name typical products for which each

type of consumer behavior is used.

Although students’ answers will vary, they should address some of these points. Consumers engage in routine

4.2 Describe the level of involvement and the involvement factors likely to be associated with buying a new

computer. Do you think Apple’s Web site at www.apple.com simplifies or complicates the process for the

average consumer? Explain.

6-14 Chapter 6 ♦ Consumer Decision Making

Answers may vary according to students’ characterization of the average consumer and personal experience.

5.1 You are the new marketing manager for a firm that produces a line of athletic shoes to be targeted to the

college student subculture. In a memo to your boss, list some product attributes that might appeal to this

subculture, the steps in your customers’ purchase process, and recommend some marketing strategies that

can influence their decision.

Students’ answers should address some of these points. American college students represent a large and powerful

6.1 Family members play many different roles in the buying process: initiator, influencer, decision maker,

purchaser, and consumer. Identify the person in your family who might play each of these roles in the

purchase of a dinner at Pizza Hut, a summer vacation, Froot Loops breakfast cereal, an Abercrombie &

Fitch sweater, golf clubs, an Internet service provider, and a new car.

7.1 Assume you are involved in the following consumer decision situations: a) renting a DVD to watch with your

roommates, b) choosing a fast-food restaurant to go to with a new friend, c) buying a popular music compact

disc, d) buying jeans to wear to class. List the individual factors that would influence your decision in each

situation and explain your responses.

individual factors in their purchase decision.

8.1 How do beliefs and attitudes influence consumer behavior? How can negative attitudes toward a product be

changed? How can marketers alter beliefs about a product? Give some examples of how marketers have

changed negative attitudes about a product or added or altered beliefs about a product.

Beliefs are organized patterns of knowledge that an individual holds as true about his or her world. Consumers tend

Supplemental Exercise: Group Work

Review and Applications

Review and Application Questions 3.1 and 7.1 lend themselves well to group work. For these activities, divide the class

into small groups of 4-5 people. Each group should read the question and then use their textbooks, or any work that was

Chapter 6 ♦ Consumer Decision Making 6-15

APPLICATION EXERCISE

Purpose: This exercise requires students to closely examine print ads to see how they use the principles of consumer

Setting It Up: Students may not subscribe to a diverse enough set of magazines to create a varied portfolio. Also, they

may be unwilling to spend a large sum photocopying ads in the library periodical section. Encourage them to select 10

concepts from the chapter and find ads to illustrate them. If your class is small and conducive to group work, you can

This exercise was inspired by the following Great Idea in Teaching Marketing:

P.J. Forrest

Mississippi College

PRINT AD PROJECTS FOR CONSUMER BEHAVIOR

If you use a managerial approach to teaching Consumer Behavior—this is the concept, this is what you do with it—

you might find the use of Print Ad Projects very helpful. This project has evolved over the years from me asking the

students to bring in a single magazine ad that related to the topics we were discussing in class that day, to requiring a

portfolio of ads that illustrates each of the topic areas we cover.

Over the years I have kept the “best of” ads from the student projects, and as a result I now have a thick folder of

ads for every chapter in the text. After I lecture on a topic, I whip out a bundle of ads, which illustrate the concept and

show them how it is used. It is much easier to create understanding when you can show them the differences in ads

which use latent motives vs. manifest motives, or a series of ads that are directed at each of the VALS 2 lifestyle

segments. Generational marketing is also a very interesting one which illustrates the changes that must be made when

ETHICS EXERCISE

1. What should EyeOnU do? Should it protect the student’s data, or should it take the opportunity to create

new revenues?

EyeOnU could create new revenues from its information, but in order to comply with COPPA (the Children’s

2. Visit the COPPA site dedicated to distributing information about the Children’s Online Privacy

Protection Act at www.coppa.org/comply.htm. Then write a brief paragraph on the responsibilities a

Web site operator has to protect children’s privacy and safety online and how that relates to EyeOnU’s

dilemma.

The Children’s Online Privacy Protection Act applies to the online collection of personal information from

children under 13. If you operate a commercial Web site or an online service directed to children under 13 that

MARKETING PLAN EXERCISE

Purpose: Students will use the following exercises as a guide for the next part of the strategic marketing plan.

1. Describe the decision–making process that customers go through when purchasing your company’s product or

service. What are the critical factors that influence this purchase-behavior process? How will this decision-making

affect your e-marketing focus and your market offering? If you have a brick-and-mortar presence, will you

encourage any existing customers to shop online? Why or why not?

2. Non-marketing periodicals can help you understand consumer behavior and apply what you learned to your

CASE STUDY

EBay: Creating Customers on the Move

1. Which stages of the consumer decision-making process are affected most by comparison shopping on

mobile platforms? Explain.

The ability to comparison shop on a mobile platform most directly affects the second, third, and fourth stages. It

Chapter 6 ♦ Consumer Decision Making 6-17

2. Based on the goal expressed by Steve Yancovich, which stage of the consumer decision-making process is

eBay trying to influence? How are they doing so?

EBay is attempting to influence the needs recognition stage, by engaging with consumers even when they don’t

LESSON PLAN FOR VIDEO

Company Clips: Readymade—Do–it-Yourself

In 2001 when Grace Hawthorne, CEO, and Shoshana Berger, Editor-in–Chief, came up with their idea for ReadyMade

there were no other publications with their unique do-it–yourself (DIY) theme. ReadyMade was to be a magazine about

fun and creative projects for the home. Since its development, the bimonthly magazine has enjoyed a loyal subscriber

base and continues to gain readership across the country. All issues include numerous do–it-yourself (DIY) projects,

each rated by their level of difficulty, as well as several feature articles exploring the latest in innovation and design. In

this video, pay attention to ReadyMade’s methods as they launched their magazine. Note also how ReadyMade uses its

knowledge of its consumer base to tailor the product.

Solutions for Viewing Activities (also for the Company Clips questions in the textbook):

1. While the ReadyMade magazine was still in the design stages, very little research was done to determine

whether an interested market existed. Did this adversely affect the magazine as it moved forward to

publication? Explain.

The founders of ReadyMade magazine did little formal research, but they were immersed in the lifestyles and

2. How does the cover of ReadyMade magazine reflect the principles of packaging design as influenced b the

known behaviors of its consumers?

The cover of ReadyMade magazine is carefully designed to provide a new reader, with just one glance, an

3. To what extent does ReadyMade rely on opinion leaders to promote the magazine? Is this a successful

tactic?

ReadyMade heavily relies on peer-to-peer recommendations; those DIY peers are the opinion leaders in the

Supplemental Exercise: Video

Company Clips

Pre-Class Prep for You:

6-18 Chapter 6 ♦ Consumer Decision Making

Pre-Class Prep for Students:

• Have students familiarize themselves with the following terms and concepts: consumer behavior, need recognition,

want, culture, social class, and opinion leader.

• Review the company’s web site with those terms in mind: http://www.readymademag.com.

Video Review Exercise Activity

• Begin by asking students: “What is the relationship between a marketing strategy and consumer behavior?” [you

cannot build the first without understanding the second]

• In-Class Preview

o Ask students to draw a line down the center of a sheet of paper. The title of the first column “What I Want”

and the second column “What I Need”.

• Follow-up

o Ask students the importance of packaging and naming to ReadyMade magazine. How might they influence

a buying decision? Have students handwrite a brief paragraph in class to turn in before leaving.

Supplemental Exercise: Class Activity

Consumer Buying Behavior

Class Activity – Consumer Buying Behavior

Divide the class into small groups of 4-5 people. Have students select a product such as athletic shoes or jeans and

GREAT IDEAS FOR TEACHING CHAPTER 6

James S. Cleveland, Sage College of Albany

DISCUSSION BOARD TOPICS TO ENCOURAGE PARTICIPATION

Chapter 6 ♦ Consumer Decision Making 6-19

Discussion board questions provided to students to encourage them to engage in thinking and writing about the

content of the Principles of Marketing course usually take the form of a provocative statement to which students are

asked to respond. An example of this would be: All PR is good PR.

Each question has three parts:

1. First, there is a sentence or two from the students’ textbook introducing the topic. By using the text author’s

own words, students are enabled to locate relevant material in the text more easily, the text content is

reinforced, and confusion resulting from use of variant terms or expressions is minimized.

Series A

1. When purchasing products, consumers generally follow the consumer decision-making process.

Series B

1. Culture is the essential character of a society that distinguishes it from other cultural groups.

Mark Andrew Mitchell, Coastal Carolina University

COGNITIVE DISSONANCE AND THE UNIVERSITY EXPERIENCE

The selection of an institution for higher education or the selection of particular degree programs within that institution is

a decision of considerable involvement for most individuals. The choice of one alternative (college or university of

6-20 Chapter 6 ♦ Consumer Decision Making

Purpose of the Project

The purpose of the project is to provide students with the opportunity to integrate marketing theory with marketing

practice. Simply put, students analyze the concept (cognitive dissonance), its presence on their particular campus, and

offer creative marketing solutions for consideration by university administrative personnel. The institution is used as the

Student Applications

This application can be administered in a Principles of Marketing course or a specialized Consumer Behavior

Suggested Focus Areas

The following focus areas are suggested as contributors to the problem of cognitive dissonance on a

college/university campus:

1. Freshman students during their first year experience.

2. Students transferring from other institutions.

3. Students entering upper-division degree programs.

Note: The above list is meant to be illustrative and not exhaustive. The students should consider all aspects of

the undergraduate experience and to provide direct actions for dealing with the presence of cognitive dissonance on a

college/university campus.

Suggested Outline

The following outline is offered to guide the preparation of the documents and/or presentation to be made available

to university personnel for consideration and implementation:

1. Illustrate your understanding of the concept of cognitive dissonance (WHAT PROBLEM ARE YOU

ADDRESSING?)

2. Briefly discuss why a college or university should be concerned with the presence of cognitive

Chapter 6 ♦ Consumer Decision Making 6-21

Tom Hicky, Oswego State University of New York

LEARNING THROUGH COMPETITIVE CASE PRESENTATION

I have applied the following process to the case in my Consumer Behavior course and referred to the process as a

“competitive case presentation”:

Students are formed into two consulting management teams and present the same case to me, as the president of the

Barbara-Jean Ross, Louisiana State University

Laura A. Williams, Tulane University

COMMUNICATING CONSUMER BEHAVIOR – AN EXERCISE USING PERSONAL CONSUMPTION

JOURNALS

In consumer behavior, it is vital that upon completion of the course students have acquired a sound understanding of how

consumers search for, purchase, and use products and services. Furthermore, students should also be exposed to the

Exercise Overview

This exercise is designed to be an incremental three-part assignment. The first part requires students to maintain a

personal consumption journal. In the second part, each student is told to construct a portrait of themselves as a consumer

Consumption Journal

Each student is responsible for maintaining a consumption journal that describes the products and services which they

purchase. Descriptions include what products and services are purchased, where the items are purchased, why the items

6-22 Chapter 6 ♦ Consumer Decision Making

Other Descriptive Information:

Reason for Purchase:

Feelings Associated with Purchase:

Ten Product List

After the third submission of the consumer journal, students should be instructed to review their consumption behavior

Advertisement Analysis

Once the 10-item product list is complete, each student should select two of the items on the list and locate an

advertisement for each of the selected products. The two advertisements then served as the medium for a short analysis

Benefits to Students

The consumption journals allow students to immediately begin to understand the relevance of studying consumer

Conclusion

A class exercise that integrates class material with students’ lives, increases their interest in learning the core concepts.

This increased interest is highly desirable and the use of consumption journals provides this advantage

Anita Jackson, Central Connecticut State University

REFERENCE GROUP – LECTURE ALTERNATIVE AND CLASS PARTICIPATION EXERCISE

Instructions: The students are instructed to come to the next class displaying some symbol that identifies them with a

reference group. They are told that they will have to identify the reference group, what type of reference group it is, its

Chapter 6 ♦ Consumer Decision Making 6-23

that I have found successful in covering the material; however, they are just suggestions. Feel free to improvise as you

go along. Each group represented in class is asked the following questions:

1) What type of reference group do you represent? Formal or informal? Explain.

2) What type of social influence does the group have on its members? Normative or Informational.

Explain.

3) Why do group members conform to the standards of the group? Cultural pressure, fear of deviance,

commitment. Explain.

There are usually students that do not have similar symbols and cannot find a reference group within the class.

If you have independents within the class:

10) Ask if they avoid groups because of their power structure. This allows the class to discuss the need for

uniqueness, or freedom.

11) Finally, ask the students if word of mouth information from a group they belong to or aspire to has

Al Rosenbloom, Benedictine University

FIT TO BE TIED: UNDERSTANDING THE CONCEPT OF INVOLVEMENT

Teaching Objectives

1) To reinforce, through an in–class activity, the concept of “levels of involvement”

6-24 Chapter 6 ♦ Consumer Decision Making

High

Limited Decision Making

Complex Decision Making

Extent of Information

Inertia

Brand Loyal

Low

Low High

Levels of Involvement

a low involvement product, as when, for example, an item is out of stock and they must decide what to do.

In-Class Activity

This activity divides students into teams and asks them to create profiles of consumers who fall into each box of the

Assael matrix. Students are given a common product – in this case, a man’s necktie. Students are given old, out–of–

fashion ties as prompts to get them to think more completely about tie buying and about ties as a product. In

Activity Learning Points

1) Consumers can—and often do—see a common product in very different ways. Inductively this

demonstrates that there are different market segments for ties.

2) Different marketing strategies are required to reach consumers in different matrix cells.

3) Product are complex entities. It is the consumer who gives meaning to products, not necessarily the

marketer. Although, obviously, marketers attempt to influence the meaning!

4) There is an inertia market for ties. This suggests that every product might have an inertia market segment.