Assignment:
Marketing Applications
1. Does buying Kashi cereal satisfy a consumer's functional or psychological need? How might this information help a Kashi brand manager better promote the product?
2. When consumers buy a new notebook, what sort (internal vs. external) of information search would they conduct? If you were a marketing manager for Sony, how would you use this information?
3. Explain the factors that affect the amount of time and effort that a consumer might take when choosing an oral surgeon to get his or her wisdom teeth removed. How would your answer change if the consumer were looking for a dentist to get a cleaning? How should the office manager for a dental practice use this information?
4. When evaluating different alternatives for a Satur-day night outing at a fine restaurant, explain the dif-ference between the universal set, the retrieval set, and the evoked set. From which set of alternatives will the consumer most likely choose the restaurant?
5. What can retailers do to make sure they have satis-fied customers after the sale is complete?
6. Tazo makes a blend of exotic green teas, spearmint, and rare herbs into a tea called Zen. Using Maslow's hierarchy of needs, explain which need(s) are being
fulfilled by this tea.
7. Identify and describe the three social factors that influence the consumer decision process. Provide an example of how each of these might influence
the purchase of the necessary products and set. vices for a camping trip by the whole family.
8. Trek has designed a new off-road bicycle designed to stand up to the rugged conditions of trail riding Develop a theme for an advertising strategy that ensures all three components of attitude are posi¬tively covered.
9. What can a marketer do to positively influence a situation in which a consumer is ready to buy but has not yet done so?
10. You were recently hired by a multichannel re tailer that promotes itself as an American firm selling only American-made goods. The products featured in advertising and in catalogs tell stories of the firms that produced the goods in the United States. The sales response to the thin` Made in America position has been incredible because it resonates with their customers' vahl,es. As a result, growth has been impressive.