Page 203 - Foundations of Marketing

170 Part 3 | Customer Behavior and E-Marketing

Marketing Applications

1. Assume that Reebok has developed two new types of which decision-making type you used. Discuss why that
athletic shoes. One is designed for distance runners, and particular process was appropriate.
the other has been developed for skateboarders. As a 3. The consumer buying process consists of five stages:
marketer, you need to evaluate the potential psychologi- problem recognition, information search, evaluation of
cal influences for each of these distinct target markets. alternatives, purchase, and postpurchase evaluation. Not
Rank each of the following on a scale of 1 to 5 in order every buying decision goes through all five stages, and
of importance for distance runners versus skateboarders. the process does not necessarily conclude in a purchase.
Consider 1 as the most important and 5 as the least Interview a classmate about the last purchase he or she
important. made. Report the stages used and those skipped, if any.
4. Attitudes toward products or companies often affect
• Roles
consumer behavior. The three components of an attitude
• Family influences
are cognitive, affective, and behavioral. Briefly describe
• Reference groups
how a beer company might alter the cognitive and
• Opinion leaders
affective components of consumer attitudes toward beer
• Social classes
products and toward the company.
• Culture and subcultures
5. An individual’s roles influence that person’s buying
Are your top two ranks for the distance runner and behavior. Identify two of your roles, and give an
skateboarder markets the same or different? If they’re example of how they have influenced your buying
dissimilar, explain why various social influences affect decisions.
contrasting target markets. 6. Select five brands of toothpaste and explain how the
2. Consumers use one of three decision-making processes appeals used in advertising these brands relate to
when purchasing goods or services: routinized response Maslow’s hierarchy of needs.
behavior, limited decision making, or extended decision 7. Develop your analytical and communication skills using
making. Describe three buying experiences you have the Role-Play Exercises online at
had (one for each type of decision making), and identify www.cengagebrain.com.

Internet Exercise

Amazon

Some mass-market e-commerce sites, such as Amazon, 1. What might motivate some consumers to read a “Top
have extended the concept of customization to their Selling” list?
customer base. The company has created an affinity 2. Is the consumer’s level of involvement with an online

group by drawing on certain users’ likes and dis- book purchase likely to be high or low?
likes to make product recommendations to other 3. Discuss the consumer buying decision process as it
users. Check out this pioneering online retailer at relates to a decision to purchase from Amazon.
www.amazon.com .

Understanding the process that an individual consumer marketing plan. Using the information from this chap-
goes through when purchasing a product is essential ter, you should be able to determine the following:
for developing marketing strategy. Knowledge about
the potential customer’s buying behavior will become 1. See Table 6.1 .What type of decision making are your
the basis for many of the decisions in the specific customers likely to use when purchasing your product?

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