Marketing Chapter 7 Considering Prospective Customers Existing Product Schema For Motorbike Discuss The Implications For

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Considering a prospective customer’s existing product schema for a motorbike, discuss the

implications for cognitive organization, comprehension, and acceptance of this vehicle by

motorcycle enthusiasts.

3. At introduction of this vehicle, would an attitude-change strategy be necessary to convert

the curious into customers? If so, what might be effective?

4. Visit the website spyder.brp.com as if you were a potential customer for this product. Is the

typical site visitor likely to learn about the product intentionally or unintentionally? Do you

think the web site has been created to maximize the learning that can occur there?

Shanghai Advertisements

1. What function or functions are evident in Mei Li’s attitude toward the advertisements that

line the street around her?

2. Using the psychoanalytic approach to motivation, explain how Mei Li deals with the

advertisements that surround her?

3. What effect do these Western ads appear to be having on the self-concept of Chinese

consumers?

4. What part does the perception process play in Mei Li’s reaction to the makeup

advertisement?

Thrill-Seekers Unite

1. Develop a psychographic profile of a consumer who identifies himself/herself as a “thrill–

seeker.” Identify three personality traits that you think would be associated with a

consumer attending the ESPN Summer or Winter X Games. How might consumers with

differing levels of thrill seeking (very low versus very high) have different attitudes about a

reverse mortgage?

2. Choose an extreme sports event and describe its brand personality.

3. Describe three ways you think the personality of an extreme sports consumer affects their

shopping decisions. How does your personality have an impact on the product/services you

purchase?

Do Zipped Commercials Influence You?

1. Why do you think zipped commercials can still impact a viewer?

2. How should one judge the effectiveness of television commercials? Is recognition and

recall of the brand name enough? What other measures would you suggest?

3. What are ways advertisers could counteract the effects of zipping? How could you

encourage consumers to watch commercials in real time?

Answer: Students’ answers will vary. One technique advertisers can use is to hire actors

from the show people are watching. Zippers may confuse the commercial for the actual

show and play it in real time. However, this could lead to mixed attitudes toward the

commercial that, in effect, tricked the viewer into playing it. In 2006, Sprite had inserted

messages into ads and explicitly told viewers that if they used their DVRs to slow down

the commercial they could see special messages one would not otherwise be able to see.

Golf Buggy Case

1. Several advertising agencies are competing for the Golf Buggy account. Most are

recommending communications that are consistent with an intentional method of learning.

However, one agency is suggesting a behavioral or unintentional learning campaign.

Should Golf Buggy give serious consideration to this agency based on its approach to

consumer learning? Explain your choice.

2. How is a single-seat, three-wheel golf cart likely to be initially received in the

marketplace? Use the steps in the consumer perception process to explain your opinion.

3. Would Golf Buggy have more success targeting a vehicle like this at non-golfers for use in

large workplaces and perhaps even for consumers looking for an alternative to walking or

driving when traveling short distances? Explain why.

Answer: The product should probably be aimed at the traditional golf market. However,

the other uses do apply. When organizing the information and reacting to the cart, most

consumers would view the cart as applying most readily to the golf experience. As such,

this should be the primary aim. However, other marketing efforts could focus on

alternative uses for the product.

Handbags Case

1. How important is the country of origin to consumers’ comprehension of designer products

like those sold by Antonio’s company?

2. Play the role of the VP-Marketing. What would your reaction be? How could knowledge that

the bag is produced in China potentially harm or enhance the brand?

3. Antonio suggests simply removing the stitching that says “Made in Italy” as a way of not

misleading consumers. Would such a move address any ethical concerns that may exist

once production is moved to China? Explain why.

Teen Culture Case

1. How do teens create value through coolness of a product?

2. Teens respond to something cool, but cool keeps changing. So, if you’re a marketer, how

do you find cool?

3. Teens certainly appear to be a difficult demographic group to reach. What is different

about this demographic group (teenagers) compared to other sectors of our society targeted

by marketers?

Lifestyle Case

1. How can the use of a celebrity endorsement have a positive impact for Latonia and a

negative impact for Jon-Michael?

2. To maximize value in the shopping experience, what attributes about shopping and the

product should be emphasized if one were marketing to Latonia? What attributes about

shopping and the product should be emphasized to Jon-Michael in order to maximize

value?

3. How could researchers take a nomothetic approach to understanding the psychological

makeup of these consumers?

4. How could self-congruency theory apply to this case?

5. What types of shopping value apply most readily to Jon-Michael and Latonia?

buys makes her feel good about herself.

Coca-Cola Case

1. If you are in charge of the marketing strategy for Coca-Cola BlãK in America, who should

your target consumers be? Why?

2. What kinds of advertising messages would appeal to the target consumer to cause an

attitude change toward Coca-Cola BlãK?

3. Compared to ordinary Coca-Cola, Coca-Cola BlãK is expensive ($1.99). How should

Coca-Cola BlãK be positioned?

Part 2 Video Case

To view the Part 2 video case, go to the CB companion website login.cengage.com.

Shopping for a New Apartment

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

Concepts Illustrated in the Video

• Consumer perception process

• Comprehension

• Message source

• Expectations

• Consumer motivations

• Consumer involvement

• Personality

• Self-concept

• Attitudes

Synopsis

Jim works in the finance industry and is getting ready to start school full-time. He is working

with Linda, a real estate agent and broker, to find a new apartment. He has a variety of lifestyle

needs in selecting the right apartment, such as distance from the library, bus line, and work, and,

most importantly, aesthetics. After some time, Linda and Jim struggle to agree on what the right

fit for Jim is. Jim finally admits that he wasn’t upfront about his situation and his company is

paying for his living expenses while he goes back to school.

Teaching Objectives for the Video Case

• Understand the concept of comprehension and the factors that influence what gets

comprehended

• Be able to apply the concept of a cognitive “schema,” including exemplars and prototypes,

to understand how consumers react to new products

• Understand consumer motivations

• Have students explore why lifestyles and psychographics are important in the field of

consumer behavior

• Understand the attitude toward object model

Critical Thinking Questions—Suggested Answers

1. What were Jim’s motivations in the video?

2. Define perception. What were Jim’s perceptions about the one bedroom apartment versus

the studio apartment?

3. Using the general hierarchy of motivation (Maslow’s hierarchy of needs), where would

Jim’s new apartment fall on the hierarchy? Explain.

4. Based on Jim’s personality, describe his traits. Would you consider Jim to possess value

consciousness, materialism, innovativeness, complaint proneness, and competitiveness?

Explain your answer.