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Why is word-of-mouth communication often more persuasive than advertising? Is there such a thing as a generalized opinion leader?
Describe the ways in which you believe a married couple's choices would be affected if they had children.
What is the future of conspicuous waste? Can the desire to impress others with affluence ever be eliminated? If not, can it take on a less dangerous form?
What are some of the obstacles to measuring social class in European society? Discuss some ways to get around these obstacles.
How these concepts differ across countries. For marketers, do you have any suggestions as to how to segment income groups for a European-wide strategy?
Use the port wine case to illustrate the concept of glocalization. Discuss how you might market port in your own country.
Identify and evaluate the factors which influence the consumer resocialization processes experienced by these different groups of consumers.
How do the constraints faced by consumers in Barimore influence their grocery shopping behaviour? What ‘types' of shoppers are typical in this community?
How might social class affect jewellery consumption? What kind of messages do personal adornments communicate about self-identity?
How has the baby boomlet changed attitudes towards child-rearing practices and created demand for different products and services?
What goals do they seem to have in mind? What are the key segments? How successful a marketer is the Vatican, in your opinion?
Discuss a current set of fraudulent status symbols, and construct profiles of consumers who are wearing or using these products.
Compile ads that depict consumers of different social classes. What generalizations can you make about reality of the ads and about media in which they appear?
How do you assign people to social classes, or do you at all? What consumption cues do you use (e.g. clothing, speech, cars, etc.) to determine social standing?
How might your advertising and promotional strategy take this difference into account?
What set of products, activities and interests tend to appear in advertisements depicting ‘typical' university students? How realistic is this constellation?
How were voters segmented in terms of values? Can you find evidence that communications strategies were guided by this information?
Compare and contrast the concepts of lifestyle and social class. In what situations is demographic information likely to be more useful.
What new consumption trends or situations may arise out of the second or third generation of immigrants as compared to the first?
Reflect on the future of immigration in Spain (or another country) and the consequences this may have on sectors other than the food industry.
What is the difference between an art and a craft? Where would you characterize advertising within this framework?
How long did it take to diffuse to the mass market? Would you characterize the product as either a classic or a fad?
Identify the ritualized aspects of various kinds of sports that are employed in advertising.
What are some of the major motivations for the purchase of self-gifts? Discuss some marketing implications of these.
What is the difference between an enacted norm and a crescive norm? What products and services are affected by these norms?