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CONSUMER
BEHAVIOR
1. Based on the case information and your
personal experiences, list at least five things you know about Starbucks. This
list offers you some idea about your cognitions concerning the coffee shop
chain.
2. List at least things you like or
dislike about Starbucks. This list gives you some idea of your affect for the
coffee shops.
3. List at least five behaviors involved
in buying a gourmet coffee drink from Starbucks. This list gives you an idea of
the behaviors involved in a coffee purchase.
1. What affective responses do you think
the Barnes & Noble environment creates? How might consumers’ cognitive
systems interpret these responses? From a marketing perspective, which is more
important to Barnes & Noble—affect or cognition?
2. Rob goes to Barnes & Noble location
to hang out and meet people. Lisa goes only when she wants to purchase a
specific book or CD. Describe how their integration processes might convince
them to choose Barnes & Noble over the myriad other options they have.
3. Many of the activities that take place
at Barnes & Noble stores (or at BarnesandNoble.com) do not require a
purchase. Participating in discussion groups and going to in-store performances
are free. And obviously it doesn’t cost anything to simply go in, sit in a
chair, and read a book. So why do people buy? How do these free activities
(behaviors) influence consumers’ affect and cognition?
1. What role do you think modeling could
have played in the diffusion of this innovation?
2. How could you use modeling to teach a
friend how to use Rollerblades?
3. If you were designing a commercial for
Rollerblades to be used for an in-store videotape demonstration, how would you
design the commercial to take advantage of your knowledge of modeling?
1. Visit the Saturn website and try to
determine the market segments the carmaker is targeting. What should Saturn do
to better serve those segments? How might Saturn tailor its offerings to
address the different stages of the family life cycle?
2. Other vehicles—such as Porsches,
Mustangs, and Harley-Davidson motorcycles—also have “cult” followings. But
these products also have very strong symbolic meanings associated with them.
The Saturn is a solid and reliable, but basically unspectacular, car. Identify
and discuss three reasons that you think Saturn has such a devoted following of
involved customers.
3. An automobile is a high-involvement
purchase. Discuss how the manufacturer of a lower-cost, lower-involvement
product could generate greater personal relevance and long-term loyalty. Find
and discuss an example of a company that has done so.
1. What kind of consumer owns a Harley?
2. What accounts for Harley owners’
satisfaction and brand loyalty?
3. What role do you think the Harley Owner
Group plays in the success of the company?
CONSUMER
BEHAVIOR
1. In what ways is Toyota’s new-product
development system designed to serve customers?
2. In what ways is Toyota’s manufacturing
system designed to serve customers?
3. How does Toyota personalize its cars
and trucks to meet individual consumer needs?
1. Consider the e-mail campaigns discussed
in the case. Why do you think these campaigns were successful? Discuss the
attention processes that were at work. Do you see any potential drawbacks to
this type of marketing?
2. During the 2000 Super Bowl, ABC invited
viewers to visit its Enhanced TV website. Fans could play trivia, see replays,
participate in polls and chat rooms, and view player statistics. The site
received an estimated 1 million hits. Why? Frame your answer in terms of
exposure, attention, and comprehension.
3. Think about your own Web surfing
patterns. Write down the reasons you visit sites. Which of the marketing strategies
discussed in the case do you find most (and least) influential?
1. What behaviors are involved in online
grocery shopping? How does online shopping compare with traditional shopping in
terms of behavioral effort?
2. What types of consumers are likely to
value online grocery shopping from Peapod?
3. Overall, what do you think about the
idea of online grocery shopping? How does it compare with simply eating in
restaurants and avoiding grocery shopping and cooking altogether?
1. Identify and discuss some of the
cultural meanings for Sony possessed by consumers in your country. Discuss how
these cultural meaning were developed and how they influence consumers’
behaviors (and affect and cognition). What is the role of marketing strategies
in creating and maintaining (or modifying) these cultural meanings?
2. It is often stated that the world is
becoming smaller because today people communicate relatively easily across time
and distance. Discuss whether that has been beneficial for Sony. What are some
marketing challenges it presents?
3. What do you think about Sony’s
tradition of region-specific or nation-specific marketing? Would Sony be better
served by working to create a more uniform global image?
1. Why do consumers pay $84 for a Pleasant
Company doll when they can buy other dolls much more cheaply at retail stores?
2. Considering money, time, cognitive
activity, and behavioral effort costs, are Pleasant Company dolls more or less
costly than dolls that can be purchased at retail stores?
3. What recommendations do you have for
Pleasant Company to increase sales and profits?
CONSUMER
BEHAVIOR
1.
What
does the purchase of a product like Nike mean to Sunder Singh
2.
What
does the story say about our society and the impact of marketing on consumer
behavior?
3.
Explain how the above-mentioned information is
likely to benefit a marketer?
4.
Which of the above mentioned types are likely to
respond to sales promotion? Explain.
5.
A manufacturer of personal care products in the
premium segment starts frequent sales promotions. What is likely to be the
impact on the above-mentioned types?
6.
What is likely to be the
decision process in case of choosing an airline?
7.
Would this plan suggested
by the vice president help in convincing the customers to use Star Airways?
Give your reasons.
8.
Has Shobha identified the best target market for
Mouse-Rid? Why or why not?
9.
Does Shobha have enough needed data on consumer
behaviour? What type of consumer research should Shobha conduct?
10.
What type of advertising can influence consumers
for this type of product?
11.
Discuss the nature of problem(s) in this case?
12.
Suggest the kind of consumer research needed?
13.
How should Golden Glow be positioned/
repositioned to bring about the desired change among consumers? Give your
reasons.
14.
Why would some consumers have
high-involvement levels in learning about this sales promotion
15.
Is a level of 75 per cent
comprehension realistic among those who become aware of an ad? Why or why not?
16.
Do you think such
promotions are likely to influence the quality image of the retail store?
Explain.
CONSUMER
BEHAVIOR
What’s up with our fascination
with bigness ? Is this a uniquely
American preference ? Do you believe
that “bigger’s better ?” Is this a sound
marketing strategy ?
What’s your take on this issue
? How do you react when one of your
favorite songs turns up in a commercial ?
Is this use of nostalgia an effective way to market a product ? Why or why not ?
Perhaps the appropriate
question is not does sex sell, but should sex sell ? What are your feelings about the blatant use
of sex to sell products ? Do you think this tactic works better when selling to
men than to women ? Does exposure to
unbelievably attractive men and women models only make the rest of us “normal”
folks unhappy and insecure ? Under what conditions (if any) should sex be used
as a marketing strategy ?
How was your experience – how
helpful was this mannequin ? When you
shop for clothes online, would you rather see how they look on a body with
dimensions the same as yours, or on a different body ? What advice can give Web site designers who
are trying to personalize theses shopping environments by creating life – like
models to guide you through the site ?
What do you think ? What is and what should be the role of
fashion in our society ? How important
is it for people to be in style ? What
are the pros and cons of keeping up with the latest fashions ? Do you believe that we are at the mercy of
designers.
ARAVIND
09901366442 – 09902787224
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