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?
4. 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?
5. 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.
6. 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?
7. What behaviors are involved in online grocery shopping? How does online shopping compare with traditional shopping in terms of behavioral effort?
8. What types of consumers are likely to value online grocery shopping from Peapod?
9. 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?
10. 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?
11. 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?
12. 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?
13. Why do consumers pay $84 for a Pleasant Company doll when they can buy other dolls much more cheaply at retail stores?
14. 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?
15. 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.

1. A manufacturer of personal care products in the premium segment starts frequent sales promotions. What is likely to be the impact on the abovementioned types?
2. What is likely to be the decision process in case of choosing an airline?
3. Would this plan suggested by the vice president help in convincing the customers to use Star Airways? Give your reasons.
4. Has Shobha identified the best target market for Mouse-Rid? Why or why not?
5. Does Shobha have enough needed data on consumer behaviour? What type of consumer research should Shobha conduct?
6. What type of advertising can influence consumers for this type of product?
7. Discuss the nature of problem(s) in this case?
8. Suggest the kind of consumer research needed?
9. How should Golden Glow be positioned/ repositioned to bring about the desired change among consumers? Give your reasons.
10. Why would some consumers have high-involvement levels in learning about this sales promotion
11. Is a level of 75 per cent comprehension realistic among those who become aware of an ad? Why or why not?
12. Do you think such promotions are likely to influence the quality image of the retail store? Explain.

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