Reference no: EM132190249
Please help me about Consumer Behavior 12th edition. (Need help because Trying to get more Ideas to ask it)
1. Find an example of an opinion leader: this could be someone you know personally, someone you follow on Instagram or other social media, or a celebrity.
a. Describe (in some detail, in case I don’t know who this person is) who they are and why you think they fit the definition of an opinion leader.
b. Who do you think is most likely to listen to this opinion leader? Describe them as you would a target market, using the terms we’ve learned so far such as income, social class, ethnic and/or religious subcultures, families and/or household characteristics, generations (age cohorts), lifestyles, etc. Explain why you think so (in other words, explain how you can tell this type of person would listen to this opinion leader).
2. Some people do not include income in their measure of social class, arguing that it is unnecessary. Defend this point of view and also explain why income is added when measuring social class in marketing.
3. Suppose you have decided to open up a dog grooming, walking and boarding business in Hudson, Ohio. You are trying to understand your market and how best to communicate. Based on your research, you believe that, outside of dog ownership, the characteristic most likely to describe your target market is an active lifestyle. You’ve decided to explore Nielsen’s PRIZM, also known as “MyBestSegments” tool. First, you will need to get the zip code for Hudson, Ohio. This information is readily available on the Internet. Don’t worry if the zip code also includes some other townships. Then, use PRIZM to answer the following questions:
a. Which of the segments in Hudson, Ohio seem to be the best target market for your new company? Why?
b. Based on the information provided by PRIZM (as well as any relevant information in your textbook), how would you advertise and promote your new business to this segment? Please explain the media you would use (tv, social media, radio, etc.) as well as the message you would want to send, and why you think your choices are appropriate.
4. What is a ritual, and how do rituals influence or incorporate consumption? Give an example of a ritual that involves consumption. Then, find an ad that has a message with an appeal related to a ritual. Explain the message you think the ad is trying to send, as well as how effective you think the ad is at achieving its goal.
5. Suppose your business has decided to pay for a billboard near a large, high-traffic highway. You know people will be exposed to it, but you want to increase the likelihood people will pay attention. Describe at least three design choices you can make with your billboard to increase the likelihood that people will pay attention. For each, explain why you think it might work.
6. First, define and explain in your own words classical conditioning and instrumental (operant) conditioning. Then, suppose you’re working for IHOP and you want to use these learning theories to encourage people to come in and try your new burgers. What advertising or promotion would you use to stimulate classical conditioning? instrumental condition? Be specific and provide details in your ideas (in other words, don’t just say, “use music”, but describe what the music would be like and why it would work).
7. Because a purchase decision can involve more than one source of motivation, consumers often find themselves in situations in which different motives, both positive and negative, conflict with one another. Describe the three general types of motivational conflict. Then, provide an example of how marketers can tailor their marketing messages to fit consumer needs in each of these three cases.
8. First, describe what is meant by the self-concept. Then, explain how the concept of the self and the self-concept can be used in advertising. Find an example of an ad that relies on the self for its message (see pages 181 and 186 in the textbook for examples of what I have in mind). Analyze this ad: how is the advertiser using the self, and what do you think the advertiser hopes people take away from this ad (in other words, how do they intend for the ad to be interpreted)? Then, describe a way in which the ad could be interpreted or misinterpreted negatively.
9. Define lifestyle and personality and describe how and why the two concepts are related. How do these terms fit in with the self-concept? Then, using an example, discuss how a consumer’s lifestyle and personality can influence purchase behavior.