7) Besides being a method of communication, online social networks are also innovations that
are being diffused. Are online social networks continuous, dynamically continuous, or
discontinuous innovations?
Students may suggest that online social networks are dynamically continuous or
8) Describe the typical user of each of the three social networks described in Table A.
YouTube: Users trend younger, with kids, African American, Hispanic, and Asian
CASE 2-5 RICH, ANGRY BIRDS
1) The Angry Birds game is a type of innovation.
a) Identify whether it is a continuous, dynamically continuous, or discontinuous innovation.
Angry Birds is a continuous innovation for consumers who already use mobile apps. On
the other hand, consumers who have not yet used apps may find this to be a
discontinuous innovation.
faster spread of innovations.
Marketing effort
9
Angry Birds is heavily marketed which
encourages diffusion.
Felt need
3
With so much competition, this could be a
barrier moving forward.
cents) means that financial risk is not a
2) Rovio is engaging in cause-related marketing by teaming up with BirdLife International, a
nonprofit organization. How well does this cause “fit” Angry Birds? Discuss the impact that
this cause-related marketing partnership could have for Angry Birds.
Students may give a variety of answers. Some students will agree that there is a good fit
3) Examine the four cause-related marketing (CRM) consumer segments in Chapter 3. Detail
each segment’s likely response to the CRM partnership that Angry Birds has with BirdLife
International.
• Skeptics doubt the sincerity and effectiveness of CRM. So, this group would say that
4) Angry Birds and many other apps are available in numerous countries. What are some factors
that app-designers should consider when entering into a foreign market?
5) Angry Birds is appealing to young children because of its simplicity and cartoonish quality.
Clearly, children are one of the market segments that Angry Birds is targeting. They are, or
are planning such initiatives as clothing, toys, and Angry Birds Happy Meals. Chapter 6
discusses marketing to children and the consumer socialization process. What ethical
concerns should Rovio consider when marketing to children?
The biggest ethical concern that Rovio should consider is that young children have a limited
ability to process information and make informed decisions. Students will have various
6) Angry Birds has been widely popular among Americans. What American values discussed in
Chapter 3 help explain why Angry Birds is appealing to such a large audience? Defend your
answer.
Two American values discussed in Chapter 3 apply to Angry Birds: immediate gratification
CASE 2-6 AMERICAN BEAGLE OUTFITTERS: APRIL FOOL’S JOKE
TURNED REALITY
1) Given the unusual circumstances of American Eagle’s launch of its American Beagle line, do
you feel that this April Fool’s prank was genuinely a prank turned reality or do you think that
it was actually a planned launch and American Eagle was testing the waters in a way that
created consumer engagement and buzz in the market place? Or perhaps you have another
opinion? Explain your answer.
Answers will vary. This question could be used as a class activity. Organize the students into
2) As part of the launch, American Beagle allowed consumer to sign up for early sales before
the dog apparel was released.
a) What category of adopters discussed in the section of chapter 7 on diffusion of
innovations would the consumers that signed up early fall into?
b) What are some possible reasons behind American Beagle offering early sign ups?
a) Innovators because this is the very first group of consumers that will adopt the product.
3) Chapter 3 describes four consumer types with respect to their responses to cause-related
marketing. Describe how each of the following groups would have a different perspective on
cause-related marketing and how they would react to the American Beagle campaign
partnering with ASPCA.
a) Skeptics
b) Balancers
c) Attribution-oriented consumers
d) Socially concerned consumers
a) Skeptic: This group doubts sincerity or effectiveness of CRM and will not buy from the
4) Refer to question number 3, which of those groups of perspectives on cause-related
marketing do you personally belong? Why? Explain your answer thoroughly.
5) Chapter 4 discusses several generational groups. Which generational group do you think
would serve as the best target market for American Beagle dog apparel? Would more than
one be viable? Explain your answer.
Answers will vary. American Eagle is known to already target Generation Y with its other
6) Chapter 6 describes various stages in the household life cycle. Which of these stages would
serve as best target market for American Beagle dog apparel? Would more than one be
viable? Explain your answer.
Many of the stages would be viable. However the stages that include children in the
7) Please refer to the table called “Pet Owners Behavior during Recession” with shows results
of a survey in the midst of the recession in 2008. Now that there has been some economic
recovery, the results may differ.
a) Perform a survey of modern-day pet owners asking the same questions. Compare and
contrast your results with those from 2008.
CASE 2-7 TIDE GOES AFTER GREEN WITH NEW PODS
1) Table 3-1 describes a green segmentation scheme of consumers that includes psychographic
and demographic information. Choose four of the eight segments and describe the likely
reaction that each segment will have to the introduction of Tide Pods.
• Eco-Centrists (16 percent): Highly committed to and concerned about the environment.
Beliefs reflected in their consumption behaviors across a wide range of products. Will
• Respectful Stewards (7 percent): Most highly concerned about environment. Beliefs
reflected in their consumption behaviors. Will pay more for eco-friendly products. Not
cynical about corporate green marketing efforts. This group is likely to buy Tide Pods,
even at a premium.
• Skeptical Individuals (13 percent): Believe in environmental issues like global warming
and carbon emission concerns. Skeptical of corporate green efforts. This group is likely
to buy Tide Pods because of its green characteristics, but will be wary of any
“greenwashing,” or deceptive environmental claims.
• Eco-Villians (7 percent): Highly dismissive of environmental concerns. Don’t believe
global warming exists. Highly suspicious of corporate green efforts and seen as
marketing ploys. This group would not buy Tide Pods based on environmental impact,
but other aspects such as convenience, may be appealing.
2) Chapter 7 discusses diffusion of innovations.
a) Identify whether Tide Pods is a continuous, dynamically continuous, or discontinuous
innovation.
Students will provide various answers. The following is one example solution and is
entirely subjective on the part of the author:
Nature of group
8
College students are typically more open to change and their
laundry habits may not yet be well formed which is good for
Tide Pods.
Felt need
3
consumers are often unaware of this and marketing will need
to focus on creating awareness of the problem.
Compatibility
7
Fairly compatible – still putting product in washer with
Relative advantage
7
Have a relative advantage due to convenient “all–in–one”
formulation. Competition may erode this in the future.
Complexity
9
Not complex to use.
Trailability
9
Free samples and coupons will make this product highly
3) Consumer tests show that some people are reluctant to use premeasured laundry tablets
because they learned to do laundry differently from their parents.
a) How does this apprehensive attitude toward Tide Pods relate to the consumer
socialization process discussed in Chapter 6?
During the consumer socialization process, parents are role models of consumer behavior
to their children. Sometimes, parents explicitly instruct their children on how to consume
b) Recall and discuss examples of how your family has influenced your own consumer
behaviors.
4) Chapter 7 discusses influencers.
a) Who are likely to be the influencers for Tide Pods?
Student answers may vary. However, the attributes of Tide Pods suggest several
b) How can P&G best target and utilize them?
5) How could P&G build buzz or WOM for Tide Pods?
Marketers can create buzz or WOM in many ways, such as communicating with, and giving
6) Using the demographic characteristics of green cleaners listed in the case develop a
marketing campaign including (a) core theme, (b) body copy, (c) key visual aspects, and (d)
media considerations for one or more target groups.
Answers will vary depending on the target group. The key is that all aspects of the campaign
CASE 2-8 HISPANIC MARKETING IN ONLINE AND MOBILE
FORMATS
Questions 3 and 4 could be the basis of a longer term project.
1) What are the opportunities and challenges facing marketers that are targeting the lucrative
Hispanic market through online and mobile marketing?
A great opportunity for marketers relates to the size, growth, and purchasing power of the
Hispanic market. Table A shows that the Hispanic market is more likely than average
2) Based on the information in Tables A, B, C, D, and E, develop an overall marketing
strategy for targeting the Hispanic market.
This is an interesting and useful exercise. Students should be encouraged to combine
3) Based on the information in Tables A, B, C, D, and E, develop an advertising campaign
include (i) overall positioning strategy and core theme, (ii) key advertising copy points,
(iii) visual elements, and (iv) key media outlets.
This is an interesting and useful exercise. Students should be encouraged to combine
4) Based on the information in Tables, A, B, C, D, and E, develop training materials for
entry-level marketing professionals (specifically those working for a company whose
target segment is or includes Hispanic consumers) to enhance their interactions with
consumers and to enhance their selection of media outlets when communicating with
consumers.
This can drive interesting and useful discussions relating to the communications
