17 Aug How do advertisers drive consumers to rehearse information?

• 1-
• How can the principles of (a) classical conditioning theory and (b) instrumental conditioning theory be applied to the development of marketing strategies?
• How do advertisers drive consumers to rehearse information?
• Name 3 examples of advertisements which drive you to rehearse? (For example, if I sang the first few notes of the McDonalds jingle, you would probably know to sing “I’m Lovin’ it!”)
• What is an example of a product with high involvement vs. low involvement, what are some characteristics of each?

2-

1. Name three products that associate themselves with an Admired Group or (think celebrities, Oscar parties, famous DJ’s, a political movement or cause…). When does this association personally influence your purchasing, or potentially even change your attitude about the brand or product?
2. What was the last thing you recall purchasing where you asked for opinions or did research first? What research or opinion helped you make your decision best?
3. Pick a business you have been considering going to. Look at the reviews on yelp, trip advisor, or other review sites. Do these reviews change your opinion of the business? Why or why not?

3-

1. Why do marketing researchers use objective, rather than subjective, measures of social class?
2. What is the Family Life Cycle? Why does it matter to marketers?
3. What are geodemographic clusters? Give an example of a business that could benefit from geodemographic segments.

4-

PART 1:

1. Distinguish among beliefs, values, and customs.
2. Illustrate how the clothing a person wears at different times or for different occasions is influenced by customs.

PART 2 – Interview.

Refer to the major age subcultures in the materials this week.

1. Interview one person who is a baby boomer and one person who is Gen Y (Millennial) regarding the purchase of a car.

2. Prepare a report on the differences in attitudes between the two individuals.

3. Do your findings support the text’s discussion of the differences between boomers and Gen Y buyers?

5-

1. How should marketers promote products and services to working women? What appeals should they use? Explain.
2. As the owner of a Audi automobile dealership, what kind of marketing and service strategies would you use to target working women? Keep in mind the variety of vehicles Audi has.

Many of your perceptions regarding price versus value are likely to be different than those of your parents or grandparents. Researchers attribute such differences to cohort effects, which are based on the premise that consumption patterns are determined early in life. Therefore, individuals who had experienced different economic, political and cultural environments during their youth are likely to be different types of consumers as adults.

3. Describe instances in which your parents or grandparents disagreed with or criticized purchases you had made. Describe the cohort effects that may explain each party’s position during these disagreements.

6-

1. Give three examples of product problems that companies have faced during marketing in global markets and describe how these problems could have been avoided.

2.Give three examples of linguistic problems that companies have faced during marketing in global markets and describe how these problems could have been avoided.

7-

1. Explain the differences, in your own words, between the three decision-making approaches: extensive, limited, routinized.
2. Give an example of a product that would fit into one of the above decision making approaches
3. How can Apple use its knowledge of customers’ expectations in designing a marketing strategy for a new iPhone

8-

1. At a time when many consumers can avoid advertising messages via time-shifting devices, marketers increasingly use product placements (also known as branded entertainment). In your view, is this a wise strategy or not? Explain your answer.
2. Where does the “right” of the advertiser conflict with the right for consumer privacy?
3. Why is it important to study consumer ethics?