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Do you agree that marketing strategies tend to have a male-oriented bias? If so, what are some possible consequences for specific marketing activities?
If it was your decision, would you consider using mainstream media to reach gays, who constitute a significant proportion of the general population?
Discuss some factors that determine the amount of conformity likely to be observed among consumers.
Compare and contrast the five bases of power described in the text. Which are most likely to be relevant for marketing efforts?
Choy and Loker (2004)211 explored and classified internet sites supporting the wedding industry and the purchase of a wedding. What categories can you identify?
What advice can you give website designers who are trying to personalize these shopping environments by creating life-like models to guide you through the site?
What applications of queuing theory can you find employed among local services?
Compare and contrast different cultures' conceptions of time. What are some implications for marketing strategy within each of these frameworks?
Discuss the concept of ‘time style'. Based on your own experiences, how might consumers be segmented in terms of their time styles?
Find a spectacular consumption environment and examine how consumers' play is encouraged and constrained by producers.
Do you feel that these innovations are unacceptably intrusive? At what point might shoppers rebel and demand some peace while shopping?
List the five stages of a long-term service relationship. How can a practitioner of relationship marketing incorporate each stage into his or her strategy?
Describe your search process. How did you become aware you wanted/needed the product? How did you evaluate alternatives? Did you end up buying online?
Based on this description, can you identify the decision rule that was most likely employed?
What are their evaluations of the products and likely attributes of these different products? The power of a country stereotype can also be demonstrated.
How would you characterize the types of sources used? Which sources appeared to have the most impact on the person's decision?
Ask the person to elaborate on why he or she does the behaviour, and try to identify the way the person has resolved dissonant elements.
Interview members of a celebrity fan club. Describe their level of involvement with the ‘product' and devise some marketing opportunities to reach this group.
Describe how a man's level of involvement with his car would affect how he is influenced by different marketing stimuli.
What is your conception of paradise? Construct a collage consisting of images you personally associate with paradise.
What value is being communicated in each ad, and how is this done? Is this an effective approach to designing a marketing communication?
What is the difference between a want and a desire? Think about your own feelings and try to describe the differences.
Generate a list of possible brand extension or licensing opportunities, as well as some others that would be unlikely to be accepted by consumers.
Identify three patterns of reinforcement and provide an example of how each is used in a marketing context.
Analyze the types of memories that are evoked, and think about how these associations might be employed in a product's promotional strategy.