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中山大学吴柏林教授 “广告策划与策略”绝密资料_CHAP15

AIDA
15.5
model Hierarchy-of-effects model Innovation-adoption model Communications model
The models assume that buyers pass through these stages:
Cognitive
To accompany A Framework for Marketing Management by Kotler © 2001 Prentice Hall
Developing Promotion Mix Strategies
Company market rank
15.13
Type of product/ market
To accompany A Framework for Marketing Management by Kotler
15.2
© 2001 Prentice Hall
Step 1: Identifying Target Audience
Potential buyers
15.3
Current users
15.4
Get with a partner. You are going to start a landscape contracting business. How would you use each of the following platforms in your business? Advertising Sales promotion Public relations Personal selling Direct marketing
Steps 7-8: Measuring and Monitoring Results

战略品牌管理 15 中山大学吴柏林教授 “广告心理学(清华大学出版

Characteristics of Strong Brands
• Understand brand meaning and market appropriate products and market product appropriately
– Disney – Nike – Southwest Airlines
– Michelob
15
Seven Deadly Sins of Brand Management
• Failure to adequately control the brand
– Reebok
16
Seven Deadly Sins of Brand Management
• Failure to properly balance consistency and change with the brand
6
Characteristics of Strong Brands
• Employ a full range of complementary brand elements and supporting marketing activities
– Intel – Merrill Lynch – Yahoo
1
Characteristics of Strong Brands
• Properly position brands
– Visa
2
Characteristics of Strong Brands
• Provide superior delivery of desired benefits
– Starbucks – Federal Express – Amazon – Dockers

名人广告与名人细分中山大学吴柏林教授“体验经济·体验营销”绝密资料

２０４《商场现代化》２００６年２月（上旬刊）总第４５７期名人广告在促销中有重要作用，因此很多有实力的企业将其作为品牌战略的重要组成部分。

然而名人广告也存在一些问题，其中最突出的是名人与产品、名人与目标市场不统一，造成产品定位不准确，削弱广告的说服力，甚至会损害品牌形象。

解决这一问题的基本策略是对名人进行细分。

一、名人领域细分就像没有一种产品能满足消费者全方位的需要一样，没有一位名人具有全方位的影响力。

名人的名气源于一定的领域，名人只能在自己所从事活动的相关领域内对消费需求产生一定的影响。

如果选择外交家基辛格和篮球明星乔丹分别为国际时事杂志和运动鞋做形象代言人，应该有相当好的传播效果；如果互换产品后再让他们做形象代言人，效果甚至还不如普通人。

罗纳尔多是足球明星，做体育用品的形象代言人应该能很好地吸引消费者；然而作为“金嗓子喉片”广告的角色就显得苍白无力，罗纳尔多精湛的球技和“喉片”实在没有什么关联。

不能准确选择一定领域的名人从事广告活动，结果必然是名人与产品的错位。

二、名人性别细分在一般情况下，适合某一性别消费者使用的产品，或由某一性别消费者作出购买决策的产品，应由同一性别的名人来传播产品信息。

巩俐主演的野力干红葡萄酒的广告典雅、华贵，有很强的感染力，因为红葡萄酒也是适合女性饮用的酒。

设想让巩俐主演主要由男性消费的白酒的广告，则使人感到可笑。

同样，大阳牌摩托车的目标消费者是青年男性，由巩俐主演的“大阳摩托，心随我动”的广告难以打动目标消费者。

这是名人与目标受众的在性别上的错位。

三、名人年龄细分在一般情况下，适合某一年龄段消费者使用的产品，或由某一年龄段消费者作出购买决策的产品，应由该年龄段的名人来传播产品信息。

肯德基快餐的主要消费群之一是儿童，而购买决策者很可能是慈爱的祖辈，于是就让活泼可爱的儿童和和蔼慈祥的老人来影响目标消费者。

虽然其中的儿童和老人不是名人，但从这则成功的电视广告中也可看出产品信息传递者和名人广告与名人细分王佩玮郭旭　华东理工大学软件与信息管理学院［摘要］　名人细分是实施名人广告策略的前提。

知觉选择性注意中山大学吴柏林教授 “广告策划——实务与案例”绝密资料

David G. Myers 心理学_7e 第六章知觉选择性注意知觉大约2400年以前，柏拉图就明智地指出，我们的大脑是通过感官来知觉物体的。

为了在头脑中构筑外部世界的景象，我们首先必须觉察环境中的物理能量，然后将其编码成神经信号（传统上，人们把这一过程称作感觉）。

不仅如此，我们还必须对感觉进行选择、组织和解释（这就是传统意义上的知觉）。

因此，我们不仅要感觉原始的光与声、味道与气味，还要对其进行知觉。

我们听到的可能不是仅仅由音高和节律所构成的声音，而是儿童的哭泣声；或者不是车辆的隆隆声，而是交响乐的高潮部分。

总之，我们能够将感觉转换成知觉，解释外界刺激对我们所具有的意义。

选择性注意预览：不论何时，我们的意识就像闪光灯的光柱一样，只能集中于我们的体验的有限方面。

我们的知觉无时不在，一种知觉消失，紧接着就会出现另一种知觉。

图 6．1就可以引起多种知觉。

图中的圆圈可以被组织到若干个连贯的图像中，它们在每一个图像中都合情合理，而由不同图像所形成的知觉却在不断变换。

对尼克尔（Neeker）立方体现象也许还存在其他的解释，但无论如何，在某一时刻你可能只关注其中之一。

这说明了一个重要的原则，即我们的有意识注意具有选择性。

选择性注意（selective attention）指的是，在任何时候，我们所意识到的只占我们所经历全部事情的一小部分。

有人曾经估计，我们的5种感觉每秒共可以接收11 000 000比特信息，而我们在意识状态下仅能加工40比特（Wilson，2002）。

不过，我们仍然能够利用直觉对剩余的10 999 960比特的信息进行充分利用。

在读到此处时，你可能并没有意识到鞋子对脚底的挤压或者鼻子正处于自己的视线之中。

现在一旦你突然将自己的注意焦点转移到这些事情上，你就会觉得自己的脚被包裹着，鼻子顽固地耸立在你和书本之间。

当你注意这几句话的时候，你可能已经将视野边缘的信息排除在意识之外了。

但你可以改变这一切，你可以在注视下面的字母X时，同时注意一下书周围的东西（书本的边缘、书桌上的东西等）。

联想双品牌危机中山大学吴柏林教授研究生课程“营销管理”绝密资料

Case Research50市场观察・广告主／２００７．１０案例研究２００７年８月１日，联想集团（Ｌｅｎｏｖｏ）首款在上盖带有Ｌｅｎｏｖｏ标志的ＴｈｉｎｋＰａｄ皮壳版笔记本电脑正式发售，中国国内售价高达５万元；与此形成鲜明对比的是，８月２日，联想在北京推出的“天福”系列电脑，价格最低的一款只有１４９９元。

同出一门，价格天地差异，可以看出联想在Ｌｅｎｏｖｏ和Ｔｈｉｎｋ上不同的品牌诉求。

但为了淡化ＩＢＭ和产品品牌Ｔｈｉｎｋ之间的联系，联想不断促进企业品牌Ｌｅｎｏｖｏ和Ｔｈｉｎｋ之间的融合，而这最终有可能导致双品牌危机的爆发。

企业并购导致双品牌现象频频出现企业之间的大规模并购，促使双（多）品牌现象频频出现。

世界经济稳步增长、产业加速整合等多种因素促使企业并购、大宗并购案正逐渐增多。

通过并购，大型企业之间可以迅速的形成强强联合体，短时间内迅速做大。

２００２年，惠普（ＨＰ）斥资２４０亿美元收购康柏（Ｃｏｍｐａｑ）；经过３年的整合期之后，惠普２００６财年收入达到了９１７亿美元，首次超过ＩＢＭ成为全球最大的ＩＴ公司。

跨国并购也成为中国内资企业实现技术跨越式发展，以及全球市场的重要途径。

２００７年８月７日，联想集团宣布正在就收购欧洲ＰＣ厂商Ｐａｃｋａｒｄ　Ｂｅｌｌ进行磋商。

联想主要目的就是得到其品牌的基础上，利用其在欧洲的渠道与售后服务网点。

２００７年８月２４日，全球最大的硬盘供应商希捷（Ｓｅａｇａｔｅ）公司首席执行官Ｗｉｌｌ－ｉａｍ　Ｗａｔｋｉｎｓ表示，一家中国科技公司近日表达了收购该公司的意愿。

在大型企业的并购发生之后，在同一企业之下双产品品牌共存现象普遍，双品牌战略重要性凸显。

企业通过收购得到被收购方的品牌之后，利用该品牌的知名度，可以进军新市场。

联想通过收购ＩＢＭ的ＰＣ业务以及Ｐａｃｋａｒｄ　Ｂｅｌｌ不仅可以进入北美和欧洲市场，更可以在一定程度上利用其渠道使Ｌｅｎｏｖｏ品牌走向世界。

双品牌运作规则企业的品牌策略有两个层次：一个是企业品牌层次；一个是产品品牌层次。

中山大学吴柏林教授 “广告学原理”绝密资料_kotler09exs

Lifestyle
– Activities – Interests – Opinions
Personality
Core values
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Age, race, gender Income, education Family size Family life cycle Occupation Religion, nationality Generation Social class
©2003 Prentice Hall, Inc.
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 2 in Chapter 9
Using Market Segmentation
Mass marketing is losing popularity
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 10 in Chapter 9
Segmenting Consumer Markets
Multi-attribute segmentation via geoclustering combines multiple variables to identify smaller, betterdefined target groups

中山大学吴柏林教授 “广告学原理”绝密资料_kotler01exs

2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 1 in Chapter 1
Objectives
Learn how companies and marketers are responding to new challenges.
2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 2 in Chapter 1
The New Economy
Consumer benefits from the digital revolution include:
2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 10 in Chapter 1
Core Marketing Concepts
Shopping can take place in a:
2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 5 in Chapter 1
What Can Be Marketed?
Goods Services Experiences Events Persons
2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 3 in Chapter 1

中山大学吴柏林教授“体验经济·体验营销”绝密资料轶名体验营销的基本理论

体验营销的基本理论一、前言1、体验营销的发展史美国学者约瑟夫·派恩和詹姆斯·吉尔摩在《体验经济》一书中写到：体验经济是继农业经济、工业经济、服务经济之后第四个经济发展阶段；体验经济是企业以服务为舞台，以商品为道具，以消费者为中心，创造能够使消费者参与、值得消费者回忆的活动。

体验营销是1998年美国战略地平线LLP公司的两位创始人B－josephpine Ⅱ和JamesHgilmore提出的。

他指出：“从消费者的感官，情感，思考，行动，关联五个方面重新定义，设计营销理念。

”他们认为，消费者消费时是理性和感性兼具的，消费者在消费前，消费中和消费后的体验，是研究消费者行为与企业品牌经营的关键。

国外体验营销理论的发展经历了早期萌芽阶段、发展实践阶段，在这一阶段，关于体验消费、体验营销的基础理论已经基本形成，但没有完全达成一致，但体验营销深远的营销意义则受到了众多大企业的关注，体验营销开始逐渐在实际市场竞争中展开应用。

目前全球正在实施体验营销的有拉斯维加斯、戴尔、星巴克、麦当劳、耐克公司、环球影业等多家大型机构。

1998年《中国日报》对中国手机购买者所做的调查中发现，51%的消费者在新机型一上市时就购买，只有37%的人考虑价格，11%的消费者考虑功能；另有资料表明，我国北京、上海、深圳等地的人均GDP已达3000美元以上，人均休闲时间比五年前多了一倍。

事实表明，随着中国经济的进一步发展，消费需求多样化和个性化趋势的日益明显，消费者对心理和精神的需求已超越消费者对物质的需求而成为人们的主导需求，体验经济在中国已初露端倪。

如今我国许多大企业都已开始了实施体验营销的步伐，并取得一定成果。

中国移动推出的“动感地带”业务，从宣传口号“我的地盘我选择”开始，到彩铃、百宝箱、无限上网、音乐下载等无一不体现了个性化的定制服务，在加上举办的“街舞挑战赛”、“周杰伦演唱会”、“结盟麦当劳”等一系列活动，都引起年轻人的高度共鸣，带给他们与众不同的体验，并激发了他们的消费热情。

“鸡尾酒会现象”双耳分听中山大学吴柏林教授 “广告策划——实务与案例”绝密资料

“鸡尾酒会现象”不被注意的信息的命运如果你已经选择性地注意了一个知觉呈现的子集——依赖于你自己的目标或刺激的属性——那么那些没有被你注意的信息会有什么结局呢?想像一下当你正在听一个讲座的时候，你的两边都有人在谈话。

你如何跟上讲座的进程?你会注意到交谈中的什么内容?是不是任何出现在谈话内容中的信息都会把你的注意从讲座上转移开?这些问题最早由布罗德本特(Donald Broadbent) (1958)研究，他把心理看成是一个通讯的通道——像一条电话线或计算机的连线——积极地加工和传播信息。

根据布罗德本特的理论，作为一个通讯的通道，心理只有有限的资源去执行全部的加工。

这个限制要求注意严格调整从感觉到意识的信息流。

注意形成了一个通过认知系统的信息流的瓶颈，把一些信息过滤掉，让另一些信息继续进入。

注意的过滤器理论表明选择发生在加工的早期，在获得输入的意义之前。

为了检验过滤器理论，研究者用双耳分听(dichotic lis- tening)技术，在实验室重建了有多重输入来源的现实场景。

在这种范式中，被试戴着耳机听同时呈现的两种录音信息——不同的信息呈现给不同的耳朵。

被试被要求仅仅把两种信息中的一种重复给实验者，而把另一耳中的信息都忽略掉。

这种程序被称为掩蔽注意信息(见图5．10) 。

研究者发现，当注意已经过滤了所有被忽视的材料使得回忆不可能发生时，有些被试仍能回忆一些信息，这使过滤器理论极端模型受到了挑战(Cherry，1953)。

例如，试想一下你自己的名字。

人们总是报告说在一个喧闹的房间里，即使在聊天的时候也能听到有人喊他们的名字。

这经常被称为鸡尾酒会现象。

图5．10 双耳分听任务被试听到在每只耳朵同时呈现的不同的阿拉伯数字：2(左)，7(右)，6(左)，9(右)，1(左)，和5(右)。

他报告听到正确的数列——261和795。

然而，当要求被试仅仅注意右耳的输入，他报告只听到795。

CH01 中山大学吴柏林教授,Philip Kotler 营销管理,绝密资料

PART ONE -- UNDERSTANDING MARKETINGMANAGEMENTCHAPTER1--M ARKETING IN THE T WENTY-F IRST C ENTURY OVERVIEWMarketing is the company function charged with defining customer targets and the best way tosatisfy their needs and wants competitively and profitably. Since consumers and business buyersface an abundance of suppliers seeking to satisfy their every need, companies cannot survive today by simply doing a good job. They must do an excellent job if they are to remain in theincreasingly competitive global marketplace. Recent studies have demonstrated that the key toprofitable company performance is knowing and satisfying target customers with competitivelysuperior offers. This process takes place today in an increasingly global, technical andcompetitive environmentMarketing has its origins in the fact that humans have needs and wants. Needs and wants create astate of discomfort in people, which is relieved through acquiring products to satisfy these needs and wants. Since many products can satisfy a given need, product choice is guided by the concepts of value, cost, and satisfaction. These products are obtainable in several ways: self-production, coercion, begging and exchange. Most modern societies work on the principle of exchange, which means that people specialize in producing particular products and trade them for the other things they need. They engage in transactions and relationship-building. A market is a group of people who share a similar need. Marketing encompasses those activities that represent working with markets and attempting to actualize potential exchanges.Marketing management is the conscious effort to achieve desired exchange outcomes with targetmarkets. The marketer's basic skill lies in influencing the level, timing, and composition ofdemand for a product, service, organization, place, person, idea or some form of information. There are five alternative philosophies that can guide organizations in their efforts to carry out their marketing goal(s). The production concept holds that consumers will favor products that are affordable and available, and therefore management's major task is to improve production and distribution efficiency and bring down prices. The product concept holds that consumers favor quality products that are reasonably priced, and therefore little promotional effort is required. The selling concept holds that consumers will not buy enough of the company's products unless they are stimulated through a substantial selling and promotion effort.Heading towards more enlightened views of the role of marketing, the marketing concept holdsthat the main task of the company is to determine the needs, wants, and preferences of a targetgroup of customers and to deliver the desired satisfactions. Its four princ iples are target market, customer needs, integrated marketing, and profitability. The marketing concept places primary focus on the needs and wants of customers who comprise the target market for a particular product. Rather than coax customers into purchasing a product they may not find satisfying, the emphasis is on determining the types of markets to be satisfied, and creating the product thatachieves this satisfaction objective. Choosing target markets and identifying customer needs is no small task; a marketer must dig beyond a customer’s stated needs. Once this is accomplished, a marketer can offer for sale the products that will lead to the highest satisfaction. This encourages customer retention and profit, which is best achieved when all areas/departments of a company become “customer-focused”.Moving beyond the marketing concept, the societal marketing concept holds that the main task of the company is to generate customer satisfaction and long-run consumer and societal well-being as the key to satisfying organizational goals and responsibilities.Interest in marketing is intensifying as more organizations in the business sector, the nonprofit sector, and the global sector recognize how marketing contributes to improved performance in the marketplace. The result is that marketers are re-evaluating various marketing concepts and tools focus on relationships, databases, communications and channels of distribution, as well as marketing outside and inside the organization.LEARNING OBJECTIVES:After reading this chapter students should:∙Know why marketing is important to contemporary organizations∙Understand the core concepts of marketing∙Know the basic tasks performed by marketing organizations and managers∙Understand the differences between the various orientations to the marketplace∙Know the components of the marketing concept and why they are critical to successful marketing practice∙Know why marketing has been found to be critical to different types of organizations and in different environments.CHAPTER OUTLINE:I.Introduction --- Importance of Marketing in Contemporary Organizations - with rapidchanges come both challenges and opportunities, marketing allows organizations to take advantage of these opportunitiesII.Marketing TasksA.Scope of Marketing -- Involves a broadened View of Marketing - to types ofentities (goods, services, and ideas)1.Products are anything offered for sale or exchange that satisfies a need orwant.2.Products can be goods, services, ideas -- and also people, places,activities, organizations and information.B. A Broadened View of Marketing Tasks - Decisions Marketers Make -1.Consumer Markets and Business Markets - Each requires new tools andcapabilities to better understand and respond to the customer.2.Global Markets, Nonprofit and Governmental Markets - Becoming moresophisticated in recognizing and dealing with marketing challenges anddecisions.III.Marketing Concepts and ToolsA.Defining Marketing1.Marketing Defined - a social and managerial process by whichindividuals and groups obtain what they need and want through creating,offering, and exchanging products of value with others.B.Core Marketing Concepts1.Target Markets and Segmentation - Every product or service containsfeatures which a marketer must translate into benefits for a target market.It is these benefits the consumer perceives to be available in a productand directly impacts the perceived ability to meet the consumer need(s)or want(s).2.Marketers and Prospects - a marketer is someone actively seeking one ormore prospects for an exchange of values. A prospect has beenidentified as willing and able to engage in the exchange.3.Needs, Wants, and Demands - to need is to be in a state of feltdeprivation of some basic satisfaction. Wants are desires for specificsatisfiers of needs. Demands are wants for specific products that arebacked by an ability and willingness to buy them.4.Product or offering - Anything offered for sale that satisfies a need orwant. Products consist of three primary components: goods, servicesand ideas. The physical product provides the desired service or action.5.Value and Satisfaction - Value is the consumer’s estimate of theproduct’s overall capacity to satisfy his or her needs determinedaccording to the lowest possible cost of acquisition, ownership and use.6.Exchange and Transactions - exchange means obtaining a desiredproduct by offering something desirable in return. Five conditions mustbe satisfied (p.11) A transaction is the trade of values (involves severaldimensions).7.Relationships and Networks - Relationship marketing seeks long-term,“win-win” transactions between marketers and key parties (suppliers,customers, distributors) The ultimate outcome of relationship marketingis a unique company asset called a marketing network of mutuallyprofitable business relationships.8.Marketing Channels - Reaching the target market is critical. To do thisthe marketer can use two-way communication channels (media-newspapers through the Internet), versus more traditional means. Themarketer also must decide on the distribution channel, trade channels andselling channels (to effect transactions).9.Supply chain - the long channel process that reaches from the rawmaterials and components to the final product / buyers. Perceived as avalue delivery system.petition - Includes actual and potential rival offerings and substitutes.A broad view of competition assists the marketer to recognize the levelsof competition, based on substitutability: brand, industry, form andgeneric.11.Marketing Environment - Includes the task (immediate actors in theproduction, distribution and promotional environments) and the broadenvironments (demographic, economic, natural, technological, political-legal and social-cultural).12.Marketing Mix - the set of marketing tools the firm uses to pursuemarketing objectives with the target market. Involves recognition anduse of the four Ps and the four Cs in the short run and the long run.pany Orientations Toward the MarketplaceA. The Production Concept - Assumes consumers will favor those products that arewidely available and low in cost.B. The Product Concept - Assumes consumers will favor those products that offerthe best combination of quality, performance, or innovative features.C.The Selling Concept - Assumes organizations must undertake aggressive sellingand promotion efforts to enact exchanges with otherwise passive consumers.D.The Marketing Concept _- Assumes:1.The key to achieving organizational goals consists of being moreeffective than competitors in integrating marketing activities towarddetermining and satisfying the needs and wants of target markets.2.Target Market - no company can operate in every market and satisfyevery need.3.Customer Needs - it’s not enough to just find the market; marketers mustalso understand their customer's needs and wants. This is not a simpletask.4.Integrated Marketing - all of a company’s departments must worktogether to serve the customer’s interests. This begins among the variousmarketing functions and carries out into other departments.5.Profitability - the ultimate purpose of marketing is to help organizationsachieve profitability goals.6.Hurdles to Adopting a Marketing Concepta)Organized Resistance - some departments see marketing as athreat to their power in the organizationb)Slow Learning - despite efforts by management, learning comesslowc)Fast Forgetting - there is a strong tendency to forget marketingprinciples7.ProfitabilityE.The Societal Marketing Concept1.Societal Marketing Concept - the organization’s task is to determine theneeds, wants, and interests of target markets and to deliver the desiredsatisfactions more effectively and efficiently than competitors in a waythat preserves or enhances the consumer’s and the society’s well-being. V.How Business and Marketing are Changingpany Responses and Adjustments - the focus here is on reengineering thefirm, outsourcing goods and services, e-commerce, benchmarking, alliances(networking), partner-suppliers, market-centered (versus product centered), localand global marketing (versus only local), and decentralization to encourageinnovative thinking and marketing.B.Marketer Responses and Adjustments - Focus on relationship marketing (versustransactional marketing), creation of customer lifetime value orientation, focuson customer share marketing versus only market share, target marketing (versusmass marketing), individualization of marketing messages and offerings,customer databases for data-mining, integrated marketing communications forconsistent images, consideration of channel members as partners, recognition ofevery employee as a marketer, and model and fact-based decision making versusintuition alone.VI.SummaryMARKETING A ND ADVERTISING1. The A ir Canada ad in Figure 1 stresses the time-saving aspect of its flights between the United States and Canada as well as the frequent flier mileage benefits. How do these two elements affect the ratio of benefits to cost in the value equation? Other than advertising lower ticket prices, how else can Air Canada use its advertising to affect the value perceived by customers? Suggest at least two specific value-enhancing approaches Air Canada might take.Answer: By reducing the amount of time needed to fly between the United States and Canada, Air Canada lowers the total costs in the denominator of the value equation, which raises the value ratio. In addition, the frequent flyer benefits add to the numerator of the value equation, again raising the value ratio. Two other ways Air Canada can use its advertising to affect the value perceived by customers are: (1) invite travelers to use specially-equipped Air Canada waiting lounges with office amenities such as e-mail access and fax machines, which boosts the benefits; and (2) invite customers to sign up for a special service that automatically notifies up to three relatives and/or business associates when a customer's plane arrives at its destination, which cuts the psychic costs and adds to the emotional benefits. Students may offer other value-enhancing ideas.2. The marketing network of Dow Chemical Company consists of a wide range of stakeholders, including customers, employees, suppliers, distributors, and volunteers and beneficiaries of nonprofit organizations such as Habitat for Humanity. Why would Dow advertise its support of Habitat for Humanity? What effect does the company expect this ad to have on its relationships with various stakeholders? How can Dow build on strong stakeholder relationships to compete more effectively in the construction industry?Answer: Dow advertises its support of Habitat for Humanity because it believes in the societal marketing concept. Some students may argue that Dow is also enhancing the emotional benefits that customers perceive in its products and enhancing its relationship marketing by creating a stronger social tie with customers and other stakeholders. In addition, Dow is putting a more human face on its corporation and products. Dow expects this ad to encourage customers (both consumers and businesses), suppliers, and other global stakeholders to choose and support Dow products because the company is conscientiously balancing profitability and customer satisfaction with concern for society's well-being.Dow can build on strong stakeholder relationships to compete more effectively in the construction industry in various ways. One suggestion: create specialized programs to attract and retain construction customers that are particularly interested in supporting social causes s uch as Habitat for Humanity. Another suggestion: expand this type of program to include the wholesale and retail companies that carry Dow products, which strengthens channel relationships and motivates channel members to do an even better job of selling Dow construction products. Students are likely to offer other creative ideas.FOCUS ON TECHNOLOGYCharles Schwab, based in San Francisco, is a giant discount brokerage firm offering a wide range of investment and financial services options. When someone visits a Schwab office or calls the company, employees can immediately bring up that customer's online records and talk knowledgeably about investments and services suited to that customer's individual situation. Schwab also invites customers to open accounts, locate financial research, place trades, and track market trends on its Web site. Browse the Schwab Web site (), looking at the offerings and the online demonstration of Schwab capabilities. How does this Web site confirm Schwab's focus on the customer? Why is employee access to complete and current customer records especially important in the brokerage business? What other parts of Schwab must be properly coordinated to ensure integrated marketing for customer satisfaction?Answer: The Schwab Web site can be customized to fit each customer's interests; it also offers a wide range of information, resources, and tools to help customers address their financial needs. In this way, Schwab confirms its focus on the customer. Brokerage employees need access to complete and current customer records because securities trading requires speedy response. Outdated or incomplete information can cost customers money and aggravation—making customers angry and ultimately driving them away.Other parts of Schwab that must be coordinated to ensure integrated marketing for customer satisfaction are: external marketing, with the marketing mix accurately reflecting Schwab's features and benefits; internal marketing, with all employees trained and motivated to provide excellent customer service; all layers of management, ready to assist the front-line people who handle customer transactions and customer service; and all company departments ready to work together to respond to and satisfy Schwab's customers.MARKETING FOR THE MILLENNIUME-commerce is growing exponentially because of its convenience, savings, selection, personalization, and information. Still, figuring out exactly how to reach the right cybercustomers can be challenging for even the largest marketers. Kraft, Kellogg, and other companies are learning to use targeted banner advertisingto reach the customer segments most likely to be interested in their products. These companies boosted online sales significantly by placing banner ads on Peapod, a Internet-based grocery shopping service. Untargeted ad banners, by comparison, are inexpensive but draw less customer response. Visit Peapod's Web site () and type in your zip code, as directed. Then sign in to take the shopping demonstration showing which products are offered and how the service operates. What types of products could potentially benefit from advertising on this site? What kind of information would these marketers want from Peapod in order to determine the value of targeted banner advertising on this site? How might Kellogg use banner advertising on Peapod to support a new cereal product? To support an existing cereal product?Answer: Branded grocery products in particular can potentially benefit from advertising on Peapod's Web site—as long as online customers can purchase these products from Peapod. This Web advertising would reinforce the messages of other marketing communications such as broadcast commercials and print ads, building consumer demand and preference for the branded products. In addition, grocery products that represent impulse purchases (such as snacks) would benefit from advertising on Peapod, because consumers can make an immediate purchase to satisfy the wants generated by these ads.Marketers would want to know how many consumers view Peapod's ads; how many consumers have responded (if this information is available) to previous ads; how many other products in the marketer's category are advertising at the same time on Peapod banners (to gauge competition); ho w long the banner will run; and how fees will be calculated (according to number of clicks, number of times page is accessed, or other method?). Students may suggest other questions, as well.Kellogg can use banner advertising on Peapod to support a new cereal product by starting with a banner that highlights the new cereal's main feature and benefit while clearly identifying the target audience ("Try Cereal X, a good tasting, low-sugar cereal for children," for example). It can also use the banner to remind consumers when to watch for the new product on Peapod's listings; when to watch for commercials andprint ads promoting the new product; when to check for special new-product pricing. Kellogg can use banner advertising on Peapod to support an existing cereal product by reinforcing the name and main feature/benefit ("Special K has all essential vitamins for healthy bodies," for example), reminding consumers to watch for the product's advertising in other media ("See ad in this week's newspaper"), urging consumers to stock up during price specials, and so on. Students will have other creative ideas for ways that Kellogg can use banner advertising on Peapod.。

keller 战略品牌管理 02 中山大学吴柏林教授广告心理学(清华大学出版社2010)绝密资料

– Ease of recognition & recall – Strength & clarity of category membership
Breadth of brand awareness
– Purchase consideration – Consumption consideration
WARMTH FUN EXCITEMENT SECURITY SOCIAL APPROVAL SELF-RESPECT
PRIMARY CHARACTERISTICS & SECONDARY FEATURES PRODUCT RELIABILITY, DURABILITY & SERVICEABILITY SERVICE EFFECTIVENESS, EFFICIENCY, & EMPATHY STYLE AND DESIGN PRICE
History, heritage, & experiences
– Nostalgia – Memories
8
Judgment Dimensions
Brand quality
– Value – Satisfaction
Brand credibility
– Expertise – Trustworthiness – Likability
Performance
0.65
Judgment
0.49
Resonance
0.17 0.66
Imaings
Brand Salience
DEEP, BROAD BRAND AWARENESS
Sub-Dimensions of CBBE Pyramid
LOYALTY ATTACHMENT COMMUNITY ENGAGEMENT

中山大学吴柏林教授 “广告心理学”绝密资料_schiffman03_tif

Chapter 3: Market SegmentationMultiple Choice Questions:1.The more _____ there is in the marketplace, the more _____ is required.a. similarity; segmentationb. diversity; mass marketingc.diversity; segmentationd.none of the above(c; Difficulty 1, p. 49)2.All of the following are necessary conditions for successful segmentation of anymarket, except:a. a large enough population.b. the ability to spend money on the product (general affluence).c. sufficient diversity among the segments.d. segmentation occurrence in developed countries.(d; Difficulty 3, p. 49)3.The process of dividing a market into distinct subsets of consumers with commonneeds or characteristics is known as:a. target marketing.b. market segmentation.c. mass marketing.d. the marketing concept.(b; Difficulty 1, p. 50)4.Henry Ford offering the Model T automobile to the public “in any color theywanted as long as it was black” is at the basis of:a. market segmentation.b. mass marketing.c. target marketing.d. the marketing concept.(b; Difficulty 2, p. 50)5.All of the following are advantages of the mass marketing approach except:a. one advertising campaign is needed.b. one product is offered.c. satisfies the needs of the majority.d. one marketing strategy is required.(c; Difficulty 2, p. 50)6.Any marketing strategy is a three step process that includes:a. market segmentation, marketing mix and positioning.b. market segmentation, targeting and positioning.c. market targeting, positioning and repositioning.d. price, place and promotion.(b; Difficulty 2, p. 50)7.According to our text, Star Gazers and Fun Express are two segments in:a. the automobile industry.b. campus dining segments.c. athletic shoes segments.d. travel segments.(b; Difficulty 3, p. 51, table 3-1)8.When The Gap, Inc opened its baby and kids stores, as well as Banana Republicand Old Navy, it was adopting a ____ strategy.a. targetingb. segmentationc. mass marketingd. blanket marketing(b; Difficulty 2, p. 51)9.Marriott operates 13 lodging brands, such as Fairfield Inn, Residence Inn, andMarriott Resorts. This is an example of Marriott adopting a _____ strategy.a. targetingb. segmentationc. mass marketingd. blanket marketing(b; Difficulty 2, p. 51)10.A firm’s customers can be groupe d into at least four major segments: LoLows,HiLows, LowHighs, and HiHighs. The Low and High measurements referto_____ and _____ respectively.a. current share; financial capabilityb. risk; financial capabilityc. current share; consumptiond. consumption; risk(c; Difficulty 3, p. 52)11.A firm’s customers can be grouped into at least four major segments, LoLows,HiLows, LowHighs, and HiHighs. The firm, should “starve” the LowLows,“tickle” the HiLows, “chase” the LowHighs, and _____ the HiHighs.a. strikeb. strokec. patd. cheer(b; Difficulty 3, p. 52)12.In addition to filling product gaps, segmentation research is regularly used bymarketers to:a. generate ideas for new promotional campaigns.b. generate ideas for product improvements.c. identify the most appropriate media to place advertising.d. all the above(c; Difficulty 2, p. 52)13.There are nine major categories of consumer characteristics as the bases forsegmentation. The include all of the following except:a. geographic factors.b. physiological factors.c. benefits sought.d. sociocultural variables.(b; Difficulty 1, p. 53)14.Another term for psychographic characteristics is:a. age.b. lifestyle.c. benefits sought.d. use-situation factors.(b; Difficulty 1, p. 53)15.When two types of market segmentation are used, it is called:a. combination segmentation.b. hybrid segmentation.c. dual segmentation.d. cross segmentation.(b; Difficulty 1, p. 53)16.People who live in the same area share some similar needs and wants. This is thetheory behind which segmentation basis?a. demographicb. geographicc.psychographicd.sociocultural(b; Difficulty 1, p. 53)17.“Birds of a feather flock together” is the theory behind which type ofsegmentation?a. demographicb. geographicc.psychographicd.none of the above(d; Difficulty 3, p. 53)18.The fact that Salsa outsells ketchup in the southwest, and that Jif peanut butter ispreferred in the Midwest over Skippy, is an example of why _____ segmentation is used.a. demographicb. geographicc.psychographicd.sociocultural(b; Difficulty 2, p. 53)19._____ segmentation includes: needs motivation, personality, perception, andattitudes.a. Demographicb. Psychographicc.Psychologicald.Benefit(c; Difficulty 2, p. 54, table 3-2)20.Professional, blue-collar, white-collar and military are all forms of _____segmentation.a. demographicb. geographicc.psychographicd.psychological(a; Difficulty 3, p. 54, table 3-2)21.Convenience, social acceptance, long lasting, economy and value for the moneyare all forms of _____ segmentation.a. demographicb. benefitc. use-relatedd. psychographic(b; Difficulty 3, p. 54, table 3-2)22.Economy-minded, couch potatoes, outdoor enthusiasts and status-seekers are allforms of _____ segmentation.a. psychologicalb. psychographicc. socioculturald. demographic(b; Difficulty 2, p. 54, table 3-2)23.African Americans, Caucasians, Asians and Hispanics are all forms of _____segmentation.a. demographicb. geographicc. psychographicd. sociocultural(d; Difficulty 3, p. 54, table 3-2)24.When a company decides to put its catalog on the Internet, it is bringing down_____ segmentation boundaries.a. demographicb. geographicc.socioculturald.psychographic(b; Difficulty 2, p. 53)25.Campbell’s Soup uses geographic segmentation dow n to the local retailer level, inwhich it works with individual stores on displays and promotions. This is a form of _____ practice.a.macromarketingb.micromarketingc.private marketingd.individual marketing(b; Difficulty 2, p. 55)26.The greatest success story in the world of retailing is how _____ used geographicsegmentation to place stores in locations that other operations were ignoring.a.Starbucksb.Wal-Martc.McDonald’sd.Walgreen’s(b; Difficulty 2, p. 55)27.Age, sex, marital status, income and occupation are all forms of _____segmentation.a.demographicb.socioculturalc.psychologicald.physiological(a; Difficulty 1, p. 55)28._____ information is often the most accessible and cost-effective way to identifya target market.a.Demographicb.Socioculturalc.Psychologicald.Physiological(a; Difficulty 2, p. 55)29.Trends in the markets, such as shifts in age, gender, and income distribution, areoften detected through _____ information.a.demographicb.socioculturalc.psychologicald.physiological(a; Difficulty 3, p. 55)30.Radio is a highly selective medium and can be employed to reach different agegroups efficiently. Approximately _____ percent of U.S. teens listen to FM radio averaging more than 10 hours a week.a.50b.65c.82d.95(d; Difficulty 3, p. 56)31.Respectively, _____ effects are occurrences due to chronological age, and _____effects are occurrences due to growing up during a specific period of time.a.age; cohortb.time; agec.cohort; aged.seniority; priority(a; Difficulty 2, p. 56)32.The fact that people gain an interest in leisure travel and golf in their late fiftiesand early sixties is an example of:a.age effects.b.cohort effects.c.seniority effects.d.retirement necessities.(a; Difficulty 2, p. 57)33.In 2010, many rock and roll fans will be over the age of 55. What is the reason?a.older people will have a sudden change in tasteb.due to cohort effectc.due to age effectd.it will be back in style and everyone will be a fan(b; Difficulty 2, p. 57)34.Slackers, whiners, and a generation of aging Bart Simpsons are characteristicsoften used to describe which of the six American adult cohorts?a.Depression cohortsb.Post-war cohortsc.Boomers II cohortsd.Generation X cohorts(d; Difficulty 3, p. 58 , table 3-4)35.Much of the change in gender roles has occurred mainly because of:a.single parent families.b.dual-income households.c.the integration of cultures.d.the digital revolution.(b; Difficulty 3, p. 57)36.Because many women are working women, all the following are becoming morepopular types of venues to shop except:a.catalogs.b.the Internet.c.800 numbers.d.strip malls.(d; Difficulty 1, p. 57)37.Singles with incomes greater than $50,000 comprise a market segment that tendsto be above average in the usage of products such as _____.a.peanut butterb.loose teac.breakfast cereald.ketchup(b; Difficulty 2, p. 59)38.Product usage of males and females differs; females tend to use the Internet for allof the following except:a.fighting for causes.b.job productivity.c.role playing.d.helping family and friends.(d; Difficulty 3, p. 59, table 3-5)39.Product usage of males and females differs; males tend to use the Internet for allof the following except:a.helping family and friends.b.job productivity.c.connecting with the world.d.personal productivity.(a; Difficulty 3, p. 59, table 3-5)40._____ has been a long time segmentation basis because it is a strong indicator ofthe ability to pay for a product or a specific model of the product.cationb.Incomec.Occupationd.Lifestyle(b; difficulty 1, p. 59)41.Of the following four variables, which of the following is least related?a.incomeb.genderc.occupationcation(b; Difficulty 1, p. 59)42.Research shows that consumers with lower incomes, lower education and blue-collar jobs tend to spend _____ time online at home than those with higherincomes, educations and white-collar occupations.a.moreb.lessc.same amount ofd.no research has been able to come up with evidence in this regard(a; Difficulty 3, p. 60)43.One reason that blue-collar workers spend more time online at home than white-collar workers do is because:a.blue-collar workers work shorter hours and have more time at home.b.blue-collar workers who want to trade stock cannot afford a broker.c.blue-collar workers do not have access to the Internet at work.d.none of the above(c; Difficulty 2, p. 60)44.If consumers are segmented based on their motivations, personality, perceptions,learning and attitudes, then a _____ segmentation approach has been implemented.a.demographicb.socioculturalc.psychologicald.psychographic(c; Difficulty 2, p. 60)45._____ research is a form of consumer research that has proven to be a valuablemarketing tool that helps identify promising consumer segments that are likely to be responsive to specific marketing messages.a.Psychologicalb.Psychographicc.Socioculturald.Benefit(b; Difficulty 3, p. 60)46.When using psychographic segmentation, AIOs are _____, _____ and _____.a.actions; interests; optionsb.activities; interests; opinionsc.activities; ideas; opinionsd.actions; ideas; options(b; Difficulty 2, p. 60)47.Techno-road-warriors are businesspeople who spend a high percentage of theirworkweek on the road, equipped with laptops, pagers and cell phones. What kind of research was used to result in this market segment?a.socioculturalb.physiologicalc.psychographicd.demographic(c; Difficulty 3, p. 60)48.Centrum Performance vitamins target _____ seg ments by stating, “You’reworking out instead of eating out because there aren’t enough hours in the day.”a.socioculturalb.physiologicalc.psychographicd.demographic(c; Difficulty 3, p. 61 and figure 3-1)49.The traditional family life cycle stages start out with bachelorhood and endin_____.a.empty-nesterb.post-parenthoodc.dissolutiond.demise(c; Difficulty 2, p. 61)50.Social class is usually measured by all of the following except:a.income.cation.c.lifestyle.d.occupation.(c; Difficulty 1, p. 62)51.An ad for Merrill Lynch stating “Patricia and Dan are always searching for thebest of everything. Their money behaves in a similar fashion” would be targeting people according to their_____. (choose the best answer)a.incomeb.occupationc.social classd.lifestyle(c; Difficulty 2, p. 63)52.In the U.S., African Americans, Hispanic Americans and Asian Americans are allimportant_____ segments.a.culturalb.marketc.consumerd.subcultural(d; Difficulty 2, p. 63)e-related segmentation categorizes consumers in terms of level of usage, levelof awareness, and _____.a.benefits soughtb.degree of brand loyaltyc.brand knowledged.social class(b; Difficulty 2, p. 64)54.Research has shown that 25 to 30 percent of beer drinkers account for more than70 percent of al beer consumed. This is an example of_____ segmentation.a.benefite-relatedc.psychographicd.lifestyle(b; Difficulty 2, p. 64)55.Consumer innovators tend to:a.not be brand loyal.b.be brand loyal.c.be older.d.be less educated.(a; Difficulty 3, p. 64)56.Relationship programs, such as the Hilton Honors program and Hertz Number 1Club, mostly reward:a.customers who are brand loyal.b.brand switchers.c.consumer innovators.d.all of the above(a; Difficulty 1, p. 64)57.The greeting card industry capitalizes on occasions to sell products; this is aperfect example of_____ segmentation.a.lifestyleb.benefitage situationd.demographic(c; Difficulty 3, p. 66)58.Hefty One Zip Bags emphasize “piece of mind.” Eclipse gum stresses “freshbreath.” They are two companies trying to attract customers on the bas is of _____ segmentation.e-relatedb.benefitc.lifestyled.sociocultural(b; Difficulty 2, p. 68)59.The classic case of successful _____ segmentation is the market for toothpaste. Ifconsumers are socially active, they want a toothpaste that can deliver white teeth and fresh breath; if they smoke, they want one that fights stains; if they want to prevent disease, they want one that will fight germs.e-relatedb.benefitc.lifestyled.sociocultural(b; Difficulty 2, p. 68)60.______ profiling has been widely used in the development of advertisingcampaigns to answer the questions, “Whom should we target?” “What should we say?” and “Where should we say it?”a.psychographic-demographicb.geo-demographicc.socio-demographicd.VALS(a; Difficulty 3, p. 68)61.“Birds of a feather flock together” is the theory behind which type ofsegmentation?a. demographicb. geographicc.psychographicd.geo-demographic(b; Difficulty 2, p. 71)62.Claritas, the leading company in creating consumer clusters based on lifestyle,uses zip codes that cluster people throughout the country. Its most famous tool is known as:a.VALSb.PRIZMc.SRId.ZIP(b; Difficulty 3, p. 71)63.The _____ system used by SRI Consulting classifies the American populationinto eight segments.a.VALSb.PRIZMc.Mindbase segmentationd.Geo-demographic(a; Difficulty 2, p. 73)64.SRI Consulting’s VALS system categorizes people into eight segments based onthree horizontal self-orientations: Principle, Status, and _____.a.Resourcesb.Actionc.Achievementd.Social Class(b; Difficulty 3, p. 73, figure 3-7)65._____ tend to buy American-made products and are slow to alter theirconsumption-related habits.a.Actualizersb.Strugglersc.Believersd.Makers(c; Difficulty 3, p. 73, figure 3-7)66.To be an effective target, a market segment should be: identifiable, sufficient,stable or growing, and _____.a.modernb.internationalc.accessibled.desirable(c; Difficulty 3, p. 75)67.Teens are an attractive market except for one factor that makes them risky—thefact that teen segments are_____.a.hard to identifyb.fairly smallc.instabled.not accessible(c; Difficulty 2, p. 77)68.Targeting several segments using individual marketing mixes for each is called_____.a.concentrated marketingb.differentiated marketingc.coutersegmentationd.local marketing(b; Difficulty 2, p. 77)69.Targeting just one segment with a unique marketing mix is called _____.a.concentrated marketingb.differentiated marketingc.countersegmentationd.local marketing(a; Difficulty 2, p. 78)70.When your business college decides to cancel courses due to lack of interest, andcombines two majors due to inadequate registration in both, that is usually known as_____.a.concentrated marketingb.differentiated marketingc.countersegmentationd.local marketing(c; Difficulty 2, p. 78)True/False Questions:71.The essence of segmented marketing was summed up by Henry Ford whenoffering the Model T car to the public “in any color as long as it was black”. (False; Difficulty 2, p. 50)72.One advantage of segmented marketing is that it costs less in terms of advertisingcampaign costs and a standardized product.(False; Difficulty 1, p. 50)73.The fact that Toyota offers its small sporty Celica, and its much larger Avalon, isevidence that Toyota uses market segmentation.(True; Difficulty 1, p. 50)74.Once a product is initially positioned and promoted, it will reflect poorly on acompany to change its position somewhere down the line.(False; Difficulty 2, p. 52)75.The theory behind geographic segmentation is that people who live in the samearea have the same values and beliefs(False; Difficulty 3, p. 53)76.By placing their catalogs on the Internet, marketers hope to overcomepsychological boundaries.(False; Difficulty 2, p. 53)77.Campbell’s Soup is known for following a highly segmented marketing strategyby dividing the U.S. into more than 20 regions.(True; Difficulty 3, p. 55)78.The best example of successful segmentation based on demographics is the giantWal-Mart operation, in which the strategy is to locate their stores in small towns. (False; Difficulty 3, p. 55)79.Demographics help to locate a target market, whereas psychological andsociocultural characteristics help to describe how its members think and feel. (True; Difficulty 3, p. 55)80.Demographic studies show that the mature adult market (the 50 plus market) has asmaller disposable income than the younger population.(False; Difficulty 2, p. 55)81.When segmenting the market, it is important to realize the difference between ageeffects, occurrences due to growing up during a specific period of time, andcohort effects, occurrences due to chronological age.(False; Difficulty 2, p. 57)82.The changes in gender roles in today’s society are largely due to the continuedimpact of dual-income households.(True; Difficulty 3, p. 57)83.Research has shown that men and women differ in terms of the way they look attheir Internet usage. While men are information hungry, women expectcommunications media to entertain and educate.(True; Difficulty 3, p. 59, table 3-5)84.Campbell’s Soup to Go! and Maxwell House’s coffee Singles and two-cup coffeemakers are an attempt to target people according to their demographics. (True; Difficulty 3, p. 59)cation, income and gender tend to be closely correlated in almost a cause-andeffect relationship.(False; Difficulty 2, p. 59)86.Research reveals that people with higher income, education, and white-collaroccupations tend to spend more time online at home than people with lowerincomes, educations, and blue-collar jobs.(False; Difficulty 2, p. 59)87.Psychographic research is commonly referred to as lifestyle analysis.(True; Difficulty 1, p. 60)88.The psychographic profile of a consumer segment can be thought of as acomposite of consumers’ measured activities, ideas and opinions (AIOs). (False; Difficulty 3, p. 60)89.The traditional family life cycle will go through the following stages:bachelorhood, honeymooners, parenthood, post-parenthood and dissolution. (True; Difficulty 3, p. 61)90.A family’s financial needs tend to be constant even as they progress through thevarious life stages.(False; difficulty 2, p. 61)91.Social class is best measured by a weighted index of education, occupation,income and gender.(False; Difficulty 1, p. 62)92.Some marketers segment their markets on the basis of cultural heritage, becausemembers of the same culture tend to share the same values, beliefs and customs. (True; Difficulty 1, p. 63)93.It is safe to assume that if a product is successful locally it will be acceptedinternationally.(False; Difficulty 3, p. 63)94.In the U.S., some examples of important subcultures include African Americans,Hispanic Americans and the elderly population.(True; Difficulty 3, p. 63)95.One of the easiest market segments to reach globally with similar marketingcampaigns, regardless of cultural background, is the teenage market.(True; Difficulty 3, p. 63)96.Often marketers target consumers who are known to be brand switchers, in beliefthat such people represent greater market potential than consumers who are loyal to competing brands.(True; Difficulty 3, p. 64)97.Relationship programs are an excellent way to reward consumer innovators. (False; Difficulty 2, p. 64)98.Psychographic and geographic profiles are highly complimentary segmentationapproaches that work best when used together.(False; Difficulty 3, p. 68)99.“Birds of a feather flock together” is the basis of geographic segmentation. (False; Difficulty 3, p. 71)100.SRI Consulting developed a segmentation scheme of the American population, known as VALS, that segments people into 32 different categories.(False; Difficulty 2, p. 73)Essay Questions:101.Talk about how marketing segmentation evolved from mass marketing to micromarketing, citing examples for each level of segmentation.Historically, marketers followed mass marketing strategies, which meant creating one product, one marketing strategy, and one marketing campaign to all its customers. Henry Ford’s Model T is an example, in that he stated that he will offer a car to anyone “in any color they wanted as long as it was black.”The second level is market segmentation, by identifying the different market segments, and targeting each segment individually with its own strategy, campaign, and unique product design. Most automobile companies today follow this strategy, such as GM by offering their wide range of vehicle sizes and prices to “match every purse and personality”.The lowest form of segmentation could be at the local level or the individual level. Campbell’s Soup works closely with its 209 regional managers to create special display and promotional campaigns to suit local needs. On the individual level, or what is known as one2one marketing, companies such as use the Internet and current technology to reach their customers at an individual basis by sending personalized messages. They can also use current technology by customizing products; an example would be Dell computers, who can create a unique computer based on consumer’s individual requests.(Difficulty 3; p. 50)102.What is product positioning and repositioning?Positioning the product means that the marketer must place it in a way for customers to perceive it to satisfy their needs better than any of the competitors on any one competitive advantage. The marketer must communicate the message appropriately to the customers to make them believe it will be the best option for their needs.Many companies decide to reposition their products to include a wider customer base without losing their core customers, or by adding a new feature or option that might be appealing and communicating the message to their existing and new customers. (Difficulty 3; p. 50 and 52)103.Talk about The Gap, Inc and their use of market segmentation.The Gap targets different age, income, and lifestyle segments in a diverse set of retail outlets. The Gap and Super Gap stores are designed to attract a wide range of consumers who seek a casual and relaxed style of dress. Gap targets upscale consumers through its Banana Republic stores, and some downscale consumers with its Old Navy Clothing stores. It also targets young parents with Baby Gap and Gap Kids stores. With this, The Gap is able to appeal to a variety of segments. (Difficulty 2; p. 51)104.How was Wal-Mart successful in using geographic segmentation?Wal-Mart did what other retailers were not interested in. They followed a strategy of opening stores in rural areas and small towns where there were no competitors and there was a need for such large discount retailers.(Difficulty 1; p. 55)105.Explain the difference between age effects and cohort effects.Age effects are occurrences due to chronological age, such as heightened interest in leisure travel and golf, that often occurs when people reach middle age.Cohort effects are occurrences due to growing up during a specific period of time, such as if growing up while listening to rock and roll means you will be a rock and roll fan regardless of your age. One stresses the impact of aging while the other stresses the influence of the period when one was born.(Difficulty 2; p. 57)106.Explain how gender roles have blurred. What are marketers doing to overcome this change in roles?Women are no longer the traditional users of cosmetics—many men are increasingly spending more money on skin care and hair products, and women are becoming an important segment in the repair tools market. The main reason behind this change in roles is due to the fact that more women are working, which has created more dual-income household that led to changing and sharing all responsibilities.Marketers are trying to overcome the change in gender roles by changing the ways they target women, such as offering magazines like Working Woman or Working Mother, and by increasing their pressure on women to use catalogs, 800 numbers and the Internet for shopping rather than going to the mall.(Difficulty 3; p. 57)107.Why is Family Life Cycle an important basis for segmentation?Because many families pass through similar phases in their formation, growth and financial dissolution, at each phase the family unit needs differ.Young singles going through the bachelorhood stage will need basic furniture for their apartments, and a small, inexpensive vehicle to start them off. Once singles get married and move into the honeymooners stage, their focus becomes buying a new home and furnishing it, then when they become parents, the majority of their disposable income will be spent on their children’s needs.(Difficulty 2; p. 61)108.How is brand loyalty used as a basis for segmentation?Marketers try to identify the characteristics of their brand loyal customers so that they can direct their promotional efforts to people with similar characteristics in larger populations. They try to increase their loyalty by offering them types of relationship programs which reward them for being continuous users of the product or service. (Difficulty 2; p. 64)109.Geo-demographic segmentation is one of the more popular bases for segmentation. What tools have been developed for it?This type of segmentation is based on the notion that people who live close to one another are likely to have similar financial means, tastes, preferences, lifestyles and consumption habits, similar to the saying “birds of a feather flock together”.A company called Claritas developed a tool, PRIZM, in which clusters are created based on the lifestyle of people scattered throughout the country. It identifies these clusters through zip codes, and reveals a description of the segment based on research done through the company.(Difficulty 3; p. 71)110.What is countersegmentation?Countersegmentation occurs when companies find that some segments have contracted over time to the point that they do not warrant an individually designed marketing program. In this case a company will seek to discover a more generic need that would apply to two or more segments and recombine those segments into a larger segment that would be targeted with one promotional campaign.(Difficulty 2; p. 78)。

中山大学吴柏林教授 “广告心理学”绝密资料_schiffman05_im

CHAPTER 5Personality and Consumer BehaviorLEARNING OBJECTIVESAfter studying this chapter students should be able to:1.Define personality.2.Describe the nature and development of personality.3.Outline Freudian personality theory and the corresponding stages of development.4.Discuss neo-Freudian personality theory and trait theory.5.Discuss the relationship of personality and consumer diversity.6.Enumerate cognitive personality factors, consumption, and possession traits.7.Trace the shift from consumer materialism to compulsive consumption.8.Explain consumer ethnocentrism.9.Describe the elements of brand personality.10.Discuss the concepts of self and self-image.11.Identify the four forms of self-image plus two other versions of self-image.12.Describe virtual personality or self.SUMMARYPersonality can be described as the psychological characteristics that both determine and reflect how a person responds to his or her environment. Although personality tends to be consistent and enduring, it may change abruptly in response to major life events, as well as gradually over time. Three theories of personality are prominent in the study of consumer behavior: psychoanalytic theory, neo-Freudian theory, and trait theory. Freud’s psychoanalytic theory provides the foundation for the study of motivational research, which operates on the premise that human drives are largely unconscious in nature and serve to motivate many consumer actions. Neo-Freudian theory tends to emphasize the fundamental role of social relationships in the formation and development of personality. Alfred Adler viewed human beings as seeking to overcome feelings of inferiority. Harry Stack Sullivan believed that people attempt to establish significant and rewarding relationships with others. Karen Horney saw individuals as trying to overcome feelings of anxiety and categorized them as compliant, aggressive, or detached.Trait theory is a major departure from the qualitative or subjective approach to personality measurement. It postulates that individuals possess innate psychological traits (e.g., innovativeness, novelty seeking, need for cognition, materialism) to a greater or lesser degree, and that these traits can be measured by specially designed scales or inventories. Because they are simple to use and to score and can be self-administered, personality inventories are the preferred method for many researchers in the assessment of consumer personality. Product and brand personalities represent real opportunities for marketers to take advantage of consu mers’ connections to various brands they offer. Brands often have personalities—some include“human-like” traits and even gender. These brand personalities help shape consumer responses, preferences, and loyalties.Each individual has a perceived self-image (or multiple self-images) as a certain kind of person with certain traits, habits, possessions, relationships, and ways of behaving. Consumers frequently attempt to preserve, enhance, alter, or extend their self-images by purchasing products or services and shopping at stores believed to be consistent with the relevant self-image and by avoiding products and stores that are not. With the growth of the Internet, there appear to be emerging virtual selves or virtual personalities. Consumer experiences with chat rooms sometimes provide an opportunity to explore new or alternative identities.CHAPTER OUTLINEINTRODUCTION1.Marketers have long tried to appeal to consumers in terms of their personality characteristics.a)Marketers have intuitively felt that what consumers purchase, and when and how theyconsume, are likely to be influenced by personality factors.2.Advertising and marketing people have frequently depicted or targeted specific consumerpersonalities in their advertising messages.WHAT IS PERSONALITY?1.Personality is defined as those inner psychological characteristics that both determine andreflect how a person responds to his or her environment.2.The emphasis in this definition is on inner characteristics—those specific qualities, attributes,traits, factors, and mannerisms that distinguish one individual from other individuals.3.The identification of specific personality characteristics associated with consumer behaviorhas proven to be highly useful in the development of a firm’s market segment ation strategies.The Nature of Personality1.In the study of personality, three distinct properties are of central importance:a)Personality reflects individual differences.b)Personality is consistent and enduring.c)Personality can change.Personality Reflects Individual Differences1.An individual’s personality is a unique combination of factors; no t wo individuals are exactlyalike.2.Personality is a useful concept because it enables us to categorize consumers into differentgroups on the basis of a single trait or a few traits.Personality is Consistent and Enduring1.Marketers learn which personality characteristics influence specific consumer responses andattempt to appeal to relevant traits inherent in their target group of consumers.2.Even though an individual’s personality may be consistent, consumption behavior oftenvaries considerably because of psychological, sociocultural, and environmental factors that affect behavior.Personality can Change1.A n individual’s personality may be altered by major life events, such as the birth of a child,the death of a loved one, a divorce, or a major career change.2.An individual’s personality also changes as part of a gradual maturing process.a)Personality stereotypes may also change over time.b)There is a prediction, for example, that a personality convergence is occurring betweenmen and women.THEORIES OF PERSONALITY1.There are three major theories of personality discussed in the chapter. They are:a)Freudian theory.b)Neo-Freudian personality theory.c)Trait theory.Freudian Theory1.Sigmund Freud’s psychoanalytic theory of personality is the cornerstone of modernpsychology.2.This theory was built on the premise that unconscious needs or drives, especially biologicaland sexual drives, are at the heart of human motivation and personality.Id, Superego, and Ego1.The Id is the “warehouse” of primitive and impulsive drives, such as: thirst, hunger, and sex,for which the individual seeks immediate satisfaction without concern for the specific means of that satisfaction.2.Superego is the individual’s internal expression of society’s moral and ethical codes ofconduct.a)The superego’s role is to see that the individual satisfies needs in a socially acceptablefashion.b)The superego is a kind of “brake” that restrains or inhibits the impulsive forces of the id.3.Ego is the individual’s conscious control which functions as a n internal monitor that attemptsto balance the impulsive demands of the id and the sociocultural constraints of the superego.4.Freud emphasized that an individual’s personality is formed as he or she passes through anumber of distinct stages of infant and childhood development.5.These distinct stages of infant and childhood development are: oral, anal, phallic, latent, andgenital stages.6.An adult’s personality is determined by how well he or she deals with the crises that areexperienced while passing through each of these stages.Freudian Theory and Product Personality1.Those stressing Freud’s theories see that human drives are largely unconscious, and thatconsumers are primarily unaware of their true reasons for buying what they buy.2.These researchers focus on consumer purchases and/or consumption situations, treating themas an extension of the consumer’s personality.Neo-Freudian Personality Theory1.Several of Freud’s colleagues disagreed with his contention that personality is primarilyinstinctual and sexual in nature.a)They argued that social relations are fundamental to personality development.2.Alfred Adler viewed human beings as seeking to attain various rational goals, which hecalled style of life, placing emphasis on the individual’s efforts to overcome feelings of inferiority.3.Harry Stack Sullivan stressed that people continuously attempt to establish significant andrewarding relationships with others, placing emphasis on efforts to reduce tensions.4.Karen Horney focused on the impact of child-parent relationships, especially the individual’sdesire to conquer feelings of anxiety. She proposed three personality groups: compliant, aggressive, and detached.a)Compliant individuals are those who move toward others—they desire to be loved,wanted, and appreciated.b)Aggressive individuals move against others—they desire to excel and win admiration.c)Detached individuals move away from others—they desire independence, self-sufficiency, and freedom from obligations.5. A personality test based on the above (the CAD) has been developed and tested.a)It reveals a number of tentative relationships between scores and product and brandusage patterns.6.It is likely that many marketers have used some of these neo-Freudian theories intuitively.Trait Theory1.Trait theory is a significant departure from the earlier qualitative measures that are typical ofFreudian and neo-Freudian theory.2.It is primarily quantitative or empirical, focusing on the measurement of personality in termsof specific psychological characteristics called traits.a) A trait is defined as any distinguishing, relatively enduring way in which one individualdiffers from another.3.Selected single-trait personality tests increasingly are being developed specifically for use inconsumer behavior studies. Types of traits measured include:a)Consumer innovativeness—how receptive a person is to new experiences.b)Consumer materialism—the degree of the consumer’s attachment to “worldlypossessions.”c)Consumer ethnocentrism—the consumer’s likelihood to accept or reject foreign-madeproducts.4.Researchers have learned to expect personality to be linked to how consumers make theirchoices, and to the purchase or consumption of a broad product category rather than a specific brand.PERSONALITY AND UNDERSTANDING CONSUMER DIVERSITY1.Marketers are interested in understanding how personality influences consumption behaviorbecause such knowledge enables them to better understand consumers and to segment and target those consumers who are likely to respond positively to their product or service communications.Consumer Innovativeness and Related Personality Traits1.Marketing practitioners must learn all they can about consumer innovators—those who arelikely to try new products. Those innovators are often crucial to the success of new products.2.Personality traits have proved useful in differentiating between consumer innovators andnoninnovators.3.Personality traits to be discussed include:a)Consumer innovativeness.b)Dogmatism.c)Social character.d)Need for uniqueness.e)Optimum stimulation level.f)Variety-novelty seeking.Consumer Innovativeness1.How receptive are consumers to new products, new services, or new practices?2.Recent consumer research indicates a positive relationship between innovative use of theInternet and buying online.Dogmatism1.Dogmatism is a personality trait that measures the degree of rigidity an individual displaystoward the unfamiliar and toward information that is contrary to their established beliefs.a)Consumers low in dogmatism are more likely to prefer innovative products toestablished ones.b)Consumers high in dogmatism are more accepting of authority-based ads for newproducts.Social Character1.Social character is a personality trait that ranges on a continuum from inner-directed to other-directed.a)Inner-directed consumers tend to rely on their own “inner” values or standards inevaluating new products and are innovators. They also prefer ads stressing product features and personal benefits.b)Other-directed consumers tend to look to others for direction and are not innovators.They prefer ads that feature social environment and social acceptance.Need for Uniqueness1.We all know people who seek to be unique.2.These people avoid conformity.Optimum Stimulation Level1.Some people prefer a simple, uncluttered, and calm existence, although others seem to preferan environment crammed with novel, complex, and unusual experiences.2.Persons with optimum stimulation levels (OSLs)are willing to take risks, to try newproducts, to be innovative, to seek purchase-related information, and to accept new retail facilities.3.The correspondence between an individual’s OSL and their actual circumstance s has a directrelationship to the amount of stimulation individual’s desire.a)If the two are equivalent, they tend to be satisfied.b)If bored, they are understimulated, and vice versa.Variety-Novelty Seeking1.This is similar to OSL.a)Primary types are variety or novelty seeking.2.There appear to be many different types of variety seeking: exploratory purchase beha vior(e.g., switching brands to experience new and possibly better alternatives), vicariousexploration(e.g., where the consumer secures information about a new or different alternative and then contemplates or even daydreams about the option), and use innovativeness (e.g., where the consumer uses an already adopted product in a new or novel way).a)The third form of variety or novelty seeking—use innovativeness—is particularlyrelevant to technological.3.Consumers with high variety seeking scores might also be attracted to brands that claim tohave novel or multiple uses or applications.4.Marketers, up to a point, benefit from thinking in terms of offering additional options toconsumers seeking more product variety.a)Ultimately, marketers must walk the fine line between offering consumers too little andtoo much choice.5.The stream of research examined here indicates that the consumer innovator differs from thenon-innovator in terms of personality orientation.Cognitive Personality Factors1.Market researchers want to understand how cognitive personality influences consumerbehavior.2.Two cognitive personality traits have been useful in understanding selected aspects ofconsumer behavior. They are:a)Need for cognition.b)Visualizers versus verbalizers.Need for Cognition1.This is the measurement of a person’s craving for or enjoyment of thinking.2.Consumers who are high in NC (need for cognition) are more likely to be responsive to thepart of an advertisement that is rich in product-related information of description.a)They are also more responsive to cool colors.3.Consumers who are relatively low in NC are more likely to be attracted to the background orperipheral aspects of an ad.a)They spend more time on print content and have much stronger brand recall.4.Need for cognition seems to play a role in an individual’s use of the Internet.Visualizers versus Verbalizers1.Visualizers are consumers who prefer visual information and products that stress the visual.2.Verbalizers are consumers who prefer written or verbal information and products that stressthe verbal.3.This distinction helps marketers know whether to stress visual or written elements in theirads.From Consumer Materialism to Compulsive ConsumptionConsumer Materialism1.Materialism is a trait of people who feel their possessions are essential to their identity.2.They value acquiring and showing off possessions, they are self-centered and selfish, theyseek lifestyles full of possessions, and their possessions do not give them greater happiness.Fixated Consumption Behavior1.Somewhere between being materialistic and being compulsive is being fixated with regard toconsuming or possessing.2.Like materialism, fixated consumption behavior is in the realm of normal and sociallyacceptable behavior.3.Fixated consumers’ characteristics:a) A deep (possibly: “passionate”) interest in a particular object or product category.b) A willingness to go to considerable lengths to secure additional examples of the objector product category of interest.c)The dedication of a considerable amount of discretionary time and money to searchingout the object or product.4.This profile of the fixated consumer describes many collectors or hobbyists (e.g., coin, stamp,antique collectors, vintage wristwatch, or fountain pen collectors).Compulsive Consumption Behaviorpulsive consumption is in the realm of abnormal behavior.2.Consumers who are compulsive have an addiction; in some respects, they are out of control,and their actions may have damaging consequences to them and those around them.Consumer Ethnocentrism: Responses to Foreign-Made Products1.To identify consumer segments receptive to foreign-made products, researchers havedeveloped and tested the consumer ethnocentrism scale—CETSCALE.a)CETSCALE results identify consumers with a predisposition to reject or accept fore ign-made products.2.Consumers who are highly ethnocentric feel that it is wrong to purchase foreign-madeproducts because it would hurt the domestic economy.a)Non-ethnocentric consumers tend to evaluate foreign-made products more objectively.3.Marketers can appeal to ethnocentric consumers by stressing nationalistic themes in theirpromotional efforts.BRAND PERSONALITY1.It appears that consumers tend to ascribe various descriptive “personality-like” traits orcharacteristics—the ingredients of brand personalities—to different brands in a wide variety of product categories.2. A brand’s personality can either be functional (“provides safety”) or symbolic (“the athlete inall of us”).Brand Personification1. A brand personification recasts consumers’ perception of the attributes of a product orservice into the form of a “human-like character.”2.It seems that consumers can express their inner feelings about products or brands in terms ofassociation with a known personality.3.Identifying consumers’ current brand-personality link or creating one for new products areimportant marketing tasks.4.There are five defining dimensions of a brand’s personality (“sincerity,” “excitement,”“competence,” “sophistication,” and “ruggedness”), and fifteen facets of personality that flow out of the five dimensions (e.g., “down-to-earth,” “daring,” “reliable,” “upper class,”and “outdoors”).Product Personality and Gender1. A product personality or persona, freque ntly means that the product or brand has a “gender.”2.This assigning of a gender as part of personality description is fully consistent with themarketplace reality that products and services, in general, are viewed by consumers as havinga “gender-being.”3.Armed with such knowledge of the perceived gender of a product or a specific brand,marketers are in a better position to select visual and copy-text for various marketing messages.Product Personality and Geography1.Marketers learned along time ago that certain products, in the minds of consumers, possess astrong geographical association.ing the geographical association can create a geographic equity.3.The real question is, “Does location (geography) add to the brand image and to the product’sbrand equity?”Personality and Color1.Consumers also tend to associate personality factors with specific colors.a)In some cases, various products, even brands, associate a specific color withpersonality-like connotations.b)It appears that blue appeals particularly to female consumers.c)Yellow is associated with “novelty,” and black frequently connotes “sophistication.”d)For this reason, brands wishing to create a sophisticated persona (e.g., Minute Maidjuices or Pasta LaBella) or an upscale or premium image (e.g., Miller Beers’ Miller Reserve) use labeling or packaging that is primarily black.2.Many fast-food restaurants use combinations of bright colors, like red, yellow, and blue, fortheir roadside signs and interior designs.a)These colors have come to be associated with fast service and food being inexpensive.3.In contrast, fine dining restaurants tend to use sophisticated colors like gray, white, shades oftan, or other soft, pale, or muted colors to reflect fine leisurely service.4.Consumers’ like or dislike for various colors can differ between countries.SELF AND SELF-IMAGE1.Self-im ages, or “perceptions of self,” are very closely associated with personality in thatindividuals tend to buy products and services and patronize retailers with images or “personalities” that closely correspond to their own self-images.2.Such concepts as one or multiple selves, self-image, and the notion of the extended self isexplored by consumer behavior researchers.One or Multiple Selves1.Historically, individuals were thought to have a single self-image and focused on productsaccordingly.a)Research indicates a consumer is quite likely to be or act differently with differentpeople and in different situations.2.The idea that an individual embodies a number of different multiple selves suggest thatmarketers should target their products and services to consumers within the context of a particular self.3.The healthy or normal person is likely to display a somewhat different personality in varioussituations or social roles.The Makeup of the Self-Image1. A person has a self-image of him/herself as a certain kind of person.a)The individual’s self-image is unique, the outgrowth of that person’s bac kground andexperience.2.Products and brands have symbolic value for individuals, who evaluate them on the basis oftheir consistency with their personal pictures or images of themselves.3.Products seem to match one or more of individual’s self images; other products seem totallyalien.4.Four aspects of self-image are:a)Actual self-image—how consumers see themselves.b)Ideal self-image—how consumers would like to see themselves.c)Social self-image—how consumers feel others see them.d)Ideal social self-image—how consumers would like others to see them.5.Some marketers have identified a fifth and sixth self-image.a)Expected self-image—how consumers expect to see themselves at some specifiedfuture time.b)“Ought-to” self—traits or characteristics that an individual believes it is his or her dutyor obligation to possess.c)In different contexts consumers might select different self-images to guide behavior.6.The concept of self-image has strategic implications for marketers.7.Marketers can segment their markets on the basis of relevant consumer self-images and thenposition their products or stores as symbols for such self-images.The Extended Self1.Consumers’ possessions can be seen to “confirm” or “extend” their self-images.2.The above suggests that much of human emotion can be connected to valued possessions.3.Possessions can extend the self in a number of ways:a)Actually, by allowing the person to do things that otherwise would be very difficult orimpossible to accomplish (e.g., problem-solving by using a computer).b)Symbolically, by making the person feel better or “bigger” (e.g., receiving an employeeaward for excellence).c)By conferring status or rank (e.g., status among collectors of rare works of art becauseof the ownership of a particular masterpiece).d)By bestowing feelings of immortality, by leaving valued possessions to young familymembers (this also has the potential of extending the recipients’ “selves”).e)By endowing with magical powers(e.g., a cameo pin inherited from one’s aunt might beperceived as a magic amulet bestowing good luck when it is worn).Altering the Self1.Consumers often wish to change themselves—to become a different or improved self.2.It seems consumers are trying to express their individualism or uniqueness by creating andmaintaining a new self.3.Clothing, cosmetics, jewelry, grooming aids, and all kinds of accessories offer consumers theopportunity to modify their appearance and thereby to alter their selves.4.Personal vanity and self-image are closely related.VIRTUAL PERSONALITY OR SELF1.There has been a tremendous growth in the use of online chat rooms.2.People who are visiting chat rooms are able to carry on real time conversations aboutthemselves and topics of mutual interest with people from all over the globe.a)The participants commonly never get to see each other.b)This creates an opportunity for chat room participants to try out new identifies or tochange their identities while online.3.In terms of personality, one can change from mild-mannered to aggressive, or from introvertto extravert.4.The notion of a virtual personality or virtual self provides an individual with the opportunityto try on different personalities or different identities, much like going to the mall and trying on different outfits in a department or specialty store.5.If the identity fits, or the personality can be enhanced, maybe we keep the new personality infavor of our old personality.6.The Internet is redefining human identify, creating an “online self.”DISCUSSION QUESTIONS1. How would you explain the fact that, although no two individuals have identicalpersonalities, personality is sometimes used in consumer research to identify distinct and sizable market segments?Because the inner characteristics that constitute an individual’s personali ty are a unique combination of factors, no two individuals are exactly alike. Nevertheless, many individuals tend to be similar in terms of a single personality characteristic. For instance, many people can be described as “high” in sociability (the degree of interest they display in social or group activities), although others can be described as “low” in sociability. Personality is a useful concept because it enables us to categorize consumers into different groups on the basis of a single trait or a few traits. If each person were different in all respects, it would be impossible to group consumers into segments, and there would be little reason to develop standardized products and promotional campaigns. Marketers seek to identify those particular persona lity characteristics that are shared by those individuals who constitute a particular market segment.2. Contrast the major characteristics of the following personality theories: a) Freudiantheory, b) neo-Freudian theory, and c) trait theory. In your answer, illustrate how each theory is applied to the understanding of consumer behavior.a)Freudian (or psychoanalytic) theory is based on the premise that subconscious needs,especially biological and sexual needs, are the center of human motivation and personality. Because of its clinical origin, this theory stresses measurement of personality through qualitative or subjective approaches (e.g., projective techniques).The major application of Freudian theory to consumer behavior is Ernest Dichter’s work.b)Neo-Freudian theory contends that social relationships are fundamental to thedevelopment of personality. For example, Adler proposed that overcoming feelings of inferiority is the major factor in human motivation, and Sullivan viewed reduction of anxiety as a key factor. The most systematic application of neo-Freudian theory in consumer research is the development of the CAD scale—a personality test based on。

0212 电视新闻栏目的vis设计中山大学吴柏林教授,广告心理学,清华大学出版社,绝密资料

品牌名称的确认极具价值，甚至
!" !""! # $!
各抒己见
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字音，就像做对联写律诗一样讲究工整对仗。这对新闻栏目的取名有一定的借鉴意义。二、片头画面、文字 $ 头，或者省略三要素# 音乐、中某个元素也未尝不可。另外，我们还可以为片头量身定做一段音乐，或采用世界名曲，或直接用自然界声音都可以。在制作片头时有一个原则：只要是独特的，符合栏目宗旨和风格的，有助于提升栏目品牌形象的片头都可录用。个性就是时尚，个性就是竞争力量。三、标识画面的颜色处于不断变化中，如果标识颜色不特别则易被冲淡或掩盖。如《焦点访谈》的标识，呈现灰色，不易被发现，也不易与画面颜色区别开来。这对品牌形象的宣传有极大的障碍。另外，利用电视画面的特点，也可以制作一个 “ 活” 的标识，以区别于其他一般货物品牌的静止标识。四、主持人主持人是新闻品牌栏目的重要组成部分。从某种角度上说，就是一个品牌的人格化身，如崔永元就是《实话实说》不可或缺的组成部分。品牌新闻栏目主持人除了应具备主持人最基本的素质之外，最主要的是要与栏目的风格相适应。但目前电视新闻栏目的主持人普遍存在风格雷同，缺乏个性的现象，重外表而不重经验，重表达素质而不重个性特长。可喜的是，部分栏目如中央电视台的《东方时空》、北京电视台的《元元说话》、湖南电视台的《晚间报道》等出 “ “ 现了一些改革的迹象。说” 新闻，聊” 新闻的主持人开始出现。新改版的《东方时空》增添的子栏目《媒体链接》，采用了多位主持人之间 “ 交流 ” 新闻的形式，几位主持人在互动中完成新闻的播出，对新闻的评析简洁、清晰、自然。湖南卫视《晚间新闻》的主持风格活泼、随意，使一些看似平淡的新闻变得情趣盎然。这种人际交流的口语化方式，消除了媒介和观众之间的界线和戒备，使新闻的接受有了人际交流的角色认同和情感互动的愉悦，令人耳目一新。新闻节目由主持人来主持，可以提高节目编排的思想性，使节目播出形式生动活泼，改变了现在逐条分割式的编排方式，把它变成一个完整的有机统一体。设立主持人将会使新闻节目的整体质量提高一步，这无疑是电视新闻栏目改革的重要环节之一。除此之外，电视新闻栏目主持人 # 播音员 $ 的背景画面要有创意，要能表达栏目的主旨，突出栏目的风格。刘振敏 # 本文编辑：

中山大学吴柏林教授 “广告学原理”绝密资料_kotler13exs

Slide 5 in Chapter 13
To accompany A Framework for Marketing Management, 2nd Edition
Marketing Strategies
Conditions Under Which Demand is Less Elastic:
Slide 3 in Chapter 13
To accompany A Framework for Marketing Management, 2nd Edition
Setting the Price
Pricing Procedure
Select pricing objective Determine demand Estimate costs Analyze competition Select pricing method Select final price
Slide 11 in Chapter 13
To accompany A Framework for Marketing Management, 2nd Edition
Adapting the Price
Geographical Pricing
– Barter – Compensation deal – Buyback arrangement – Offset
2003 Prentice Hall, Inc.
Part of the cost is borne by another party The product is used with assets previously bought The product is assumed to have more quality, prestige, or exclusiveness Buyers cannot store the product

中山大学吴柏林教授 “广告策划与策略”绝密资料_CHAP08

To accompany A Framework for Marketing Management by Kotler 2001 Prentice Hall
Quick Quiz
Using Market Segmentation
8.2
What is the difference between market segmentation and mass marketing? Which approach is used more today? What is an argument for mass marketing? What is an argument againsphic Lifestyle or personality Behavioral Occasions, benefits, uses, attitudes, loyalty, buyer-readiness Multi-Attribute Smaller and better defined target groups, geoclustering
Survey Motivations Attitudes Behavior Analysis Factors Clusters Profiling
To accompany A Framework for Marketing Management by Kotler
8.6
2001 Prentice Hall
To accompany A Framework for Marketing Management by Kotler
2001 Prentice Hall
Let’s Discuss
8.11
Effective Segmentation

中山大学吴柏林教授“广告学原理”绝密资料kotler09exs

Using Market Segmentation
▪ Three patterns of preference segments are typically identified:
– Homogeneous preferences – Diffused preferences – Clustered preferences
To accompany A Framework for Marketing Management, 2nd Edition
Using Market Segmentation
•Needs-based Segmentation Process
▪ Needs-based segmentation
▪ Segment profitability
To accompany A Framework for Marketing Management, 2nd Edition
Segmenting Consumer Markets
Bases for Segmentation
▪ Geographic ▪ Demographic ▪ Psychographic ▪ Behavioral
▪ Segment identification
▪ Segment positioning
▪ Segment attractiveness
▪ Segx strategy
To accompany A Framework for Marketing Management, 2nd Edition
中山大学吴柏林教授“广告学原理”绝密资料 _kotler09exs
2020年5月27日星期三
Objectives

中山大学吴柏林教授 “广告学原理”绝密资料_kotler10exs

– Offer a strong relative advantage – Reflect better understanding of customer needs, and beat the competition to market – Exhibit higher performance-to-cost ratios and higher contribution margins – Are launched with larger budgets – Have stronger top management support
Chapter 10 Developing, Positioning, and Differentiating Products through the Life Cycle
PowerPoint by Karen E. James Louisiana State University - Shreveport
Consumer Adoption Process
People adopt new products at different rates
– Innovators – Early adopters – Early majority – Late majority – Laggards
2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 9 in Chapter 10
2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 11 in Chapter 10

中山大学吴柏林教授 “广告创意”绝密资料_TIF02

Chapter 2—Adapting Marketing to the New EconomyTrue/False Questions1.An intranet connects people within the same company. True (easy) p. 242.Bill has agreed to hook his suppliers and distributors into an information web, this is called m-commerce. False (moderate) p. 243.When offered its services of bringing airfare customers together with airfare sellers,this was an example of the marketplace becoming reintermediated. True (moderate) p. 254.Prosumers are self-producing consumers who can essentially design their own goods, enabled by thecompany. True (moderate) p. 255.In the new economy, firms should overpromise and overdeliver. False (moderate) p. 26, Table 2-16.E-business is the same as E-commerce. False (moderate) p. 267.The most frequent online item purchased (in terms of percent of online buyers saying they havepurchased in the category) so far, has been music. False (difficult) p. 278.Business-to-business Web sites do ten to fifteen times the commerce that business-to-consumer Websites do. True (moderate) p. 27mediaries are third parties that create markets linking buyers and sellers. False (moderate) p. 2710.eComplaints is an example of a C2B Internet domain. True (moderate) p. 2811.At , users can download free software that allows them to open up documentsscanned in a particular format. Adobe’s site is considered a content site. False (difficult) p. 2912.Bookseller is considered a search engine because of its powerful ability to find out-of-print titles. False (moderate) p. 2913.Brick-and-click organizations are likely to have more success than pure-click companies, due to theiraccess to greater resources. True (moderate) p. 29-3014.The Internet site design element “customization” enables site-to-user, user-to-site, or two-waycommunication. False (moderate) p. 3015. Web site ease of use is measured by whether a site loads quickly, is easy to understand, and is easy tonavigate. True (easy) p. 30ing humor on a website is one way of bringing browsers back for a second visit. True (moderate)p. 3117.An interstitial ad is one that “pops” up or under when a Web site is visited. True (moderate) p. 3218.Selling or renting your detailed customer list for extra revenue is called getting profile income. True(moderate) p. 3219.The first step to one-on-one marketing is to customize products, services, and messages to eachcustomer. False (moderate) p. 3320.Database marketing is extracting information about individuals, trends, and segments from a datawarehouse. False (moderate) p. 35Multiple Choice Questions21.Bill’s company has an internal e-mail and information communications network. What is this kind ofconnectivity called?a.)Internetb.)extranetc.)intranet (moderate) p. 24d.)ultranete.)m-commerce22.Monroe is an intermediary and allows its suppliers and buyers to hook into a special informationcommunications network. What is this kind of connectivity called?a.)Internetb.)extranet (moderate) p. 24c.)intranetd.)ultranete.)m-commerce23.NTT’s DoCoMo system in Japan is an example of ___________.a.)Internetb.)extranetc.)intranetd.)ultranete.)m-commerce (moderate) p. 2424.Which of the following is not considered a driver that underpins the “new” economy?a.)multitasking and restructurization (moderate) p. 24b.)digitalization and connectivityc.)disintermediation and reintermediationd.)customization and customerizatione.)industry convergence25.When a bricks-only retailer is put out of business by a Web site based business that serves theconsumer need better, this is an example of ___________.a.)reintermediationb.)digitalizationc.)disintermediation (moderate) p. 25d.)customerizatione.)industry convergence26.Dylan created a Web site that brought together a large international group of collectors and sellers, aswell as others who have interest in Ty stuffed toys. This new approach to serving customer andsupplier need is calleda.)reintermediation(moderate) p. 25b.)digitalizationc.)disintermediationd.)customerizatione.)industry convergence27.Jonas is able to landscape a yard to any design a consumer brings to him. This is called ___________.a.)customization (easy) p. 25b.)prosumerizationc.)personalizationd.)customerizatione.)reintermediation28._______________ refers to the combination of operational customization and marketingcustomization.a.)Customizationb.)Prosumerizationc.)Personalizationd.)Customerization (moderate) p. 25e.)Reintermediation29.Merck makes prescriptions and nonprescription drugs, and is considering adding chemically-engineered food supplements to their product line. This new line would fall under the category of ___________.a.)cosmoneuticalsb.)nutriceuticals (moderate) p. 25c.)cosmonauticalsd.)nutrichemicalse.)biogenicals30.Which of the following is not an example of marketing in the new economy?a.)organize by customer segmentsb.)focus on stakeholdersc.)build brands through performanced.)underpromise, overdelivere.)focus on profitable transactions (moderate) p. 26, Table 2-131.Which of the following is an example of marketing in the new economy?a.)organize by product unitsb.)everyone does the marketing (moderate) p. 26, Table 2-1c.)focus on customer acquisitiond.)focus on shareholderse.)look primarily at financial scorecard32.Chris does most of her buying online, rather than get out and do her shopping in person. She is anexample of a ___________.a.)hybrid consumerb.)cyberconsumer (easy) p. 26c.)superconsumerd.)traditional consumere.)consumer activist33.____________ is a term that describes a company’s efforts to inform, communicate, promote, andsell its products and services over the Internet.a.)E-businessb.)E-commercec.)E-purchasingd.)E-consuminge.)E-marketing (difficult) p. 2634.Yacobo Pistorius builds computers in his house to sell to a growing list of local customers. He buysall his parts online and makes a nice profit on each machine he builds to order. Yacobo’s online supply allows him to take part in ___________.a.)e-businessb.)e-commercec.)e-purchasing (easy) p. 26d.)e-consuminge.)e-marketing35.Scott goes online to follow a group that discusses the Yamaha Road Star motorcycle. Mostcontributors on the site are owners, and they often share information about the bikes, rallies and ride opportunities, and technical information and reviews about aftermarket products. There is even a buy-sell forum where you can find parts or used bikes for sale. This is an example of a __________ Internet domain.a.)B2Cb.)B2Bc.)C2C (difficult) p. 27d.)C2Be.)B2B2C36.The Internet is most useful for ________ products when the consumer seeks greater orderingconvenience, lower cost, or information about product features and prices. It is less useful forproducts that must be touched or examined in advance.a.)B2C (difficult) p. 27b.)B2Bc.)C2Cd.)C2Be.)BCG37.Which kind of Internet domain does by far the greatest amount of commerce?a.)B2Cb.)B2B (moderate) p. 27c.)C2Cd.)C2Be.)BCG38.Downward price pressure on undifferentiated products is increasing, because business buyers haveaccess to more information from all the following except ___________.a.)supplier Web sitesb.)infomediariesc.)market makersd.)market mavens (moderate) p. 27e.)customer communities39.DaimlerChrysler, Ford, and GM have come together to build a money-saving, Web-basedprocurement system called ___________.a.)eVixxionb.)DFM*B2Bc.)iSited.)Covisint (difficult) p. 27e.)Deltronicos40.__________ are third parties that add value by aggregating information about alternatives.a.)Supplier Web sitesb.)Infomediaries (easy) p. 27c.)Market makersd.)Market mavense.)Customer communities41.C2C Internet domains have also been termed _________, and are an important buying influence.a.)word of mouthb.)web of mouthc.)word of web (moderate) p. 27d.)World Wide Webe.)mouth of web42.Sites such as PlanetFeedback and eComplaints allow frustrated consumers to communicate theirdissatisfaction with businesses and products. These types of sites have been termed _________ Internet domains.a.)B2Cb.)B2Bc.)C2Cd.)C2B (moderate) p. 28e.)BCG43.You might find all of the following on a C2B Web site, except ___________.a.) a feature that allows customers to build their own products (moderate) p. 28b.)an invitation to e-mail a questionc.) a system that allows consumers to give feedbackd.) a way of conveying a complainte.) a “call-me” button is a sophisticated tool for finding content on the Web. It is in the _________ category ofpure-click companies.a.)search engine (moderate) p. 29b.)portalc.)commerce sited.)transaction sitee.)content site45.The Economist is a British weekly business newspaper, which now has a presence on the Web at. This is an example of a ______________.a.)portalb.)commerce sitec.)transaction sited.)content site (moderate) p. 29e.)enabler site46.Yahoo! and other companies would like you to pick their homepage as your homepage. These typesof sites are called ________________.a.)search enginesb.)portals (moderate) p. 29c.)commerce sitesd.)content sitese.)enabler sites47.All of the following are reasons many early pure-click firms failed, except ___________.a.)poorly-designed Web siteb.)focus on successful business models (easy) p. 29c.)focus on customer acquisition rather than building relationshipsd.)relied on buzz instead of target marketinge.)lack of infrastructure48.____________, now a brick-and-click company, conducted research and found that the type ofcustomers drawn to online service did not overlap greatly with those who preferred the traditional method of buying products and services.a.)Liberty Mutualb.)Merrill Lynchc.)Schwabd.)E*Tradee.)Avon (moderate) p. 2949.Which of the following is not one of the advantages of being a brick-and-click firm?a.)better known brand names allow less marketing to acquire new customersb.)channel conflict issues are simplified (moderate) pp. 29-30c.)greater financial resourcesd.)deeper industry knowledgee.)allows service to far-flung customers50.Scuba Steve’s has an ele ctronic chat room linked to its site. This Web site design element allows forwhat Rayport and Jaworski have called ___________.a.)contextb.)contentc.)community (moderate) p. 30d.)customizatione.)communication51.The degree to which a site is linked to other Web sites is called ___________.a.)communityb.)customizationc.)communicationd.)connection (moderate) p. 30e.)commerce52.The layout and design of Northwest Territories Surf Shop’s Web site is termed the ___________.a.)context (moderate) p. 30b.)contentc.)communityd.)connectione.)commerce53.Which of the following is not a key attribute used by Web browsers to determine ease of Web site use?a.)whether the site loads quicklyb.)whether the graphics slow down user surfingc.)whether the homepage is easy to understandd.)whether the site makes good use of color and sound (moderate) p. 30e.)whether the visitor can easily navigate to other pages54.Certain types of Web site content are effective in attracting first-time visitors and bringing them back.Which of the following is not one of these types of content?a.)deep informationb.)changing news of interestc.)interesting banner ads (moderate) p. 31d.)changing free offerse.)humor55.Which of the following is not recommended for creating a Web site design that attracts and keepspeople’s interest?a.)simple and intuitiveb.)graphics that load quicklyc.)informative homepage that tells the visitor what the site will do for themd.)build attention slowly to keep interest (moderate) p. 31e.)headlines, bullet points, or short bursts of text56.On the portal site, there are frequently ads for financial institutions, placed in rectangularboxes near the top of the page. This type of ad is called a(n) ___________.a.)banner ad (moderate) p. 32b.)sponsorshipc.)microsited.)interstitiale.)browser ad57.The X-10 camera sold thousands of small units after pop-up ads appeared on popular sites such asYahoo! and . These pop-ups are formally known as _________ ads.a.)bannerb.)sponsorshipc.)microsited.)interstitial (difficult) p. 32e.)browser58.The Wall Street Journal was one of the first companies to bu ck the “give it away for free” trend intheir early Internet days. Instead they asked readers to pay a monthly charge for access to thecomplete paper online. This is an example of a(n) _______________ revenue and profit model.a.)advertising incomeb.)sponsorship incomec.)alliance incomed.)membership and subscription income (moderate) p. 32e.)profile income59.Even though most customers are not happy when they learn it has happened to them, and there maybe codes of ethics that prohibit it, nonetheless many Web sites sell information about their customers.This is an example of a(n) ________________ revenue and profit model.a.)advertising incomeb.)sponsorship incomec.)alliance incomed.)membership and subscription incomee.)profile income (moderate) p. 3260.NewsLibrary charges $1.00 to $2.00 for site visitors to download archived news stories they havesearched and found. This is an example of a __________ revenue and profit model.a.)profile incomeb.)product and service sales incomec.)transaction commissions and feesd.)market research/information charges (moderate) p. 33e.)referral income61.Every time links a buying customer to buy one of its partners, the partner paysEdmunds a fee. This is an example of a __________ revenue and profit model.a.)profile incomeb.)product and service sales incomec.)transaction commissions and feesd.)market research/information chargese.)referral income (moderate) p. 3362.All of the following activities will help firms improve the value of their customer base, excepta.)reducing customer defectionsb.)increasing the life of the customer relationshipc.)aggressively going after all segments (moderate) p. 33d.)enhancing customer profit potentiale.)“terminating” some customersVeen styles hair at his upscale salon in Beverly Hills. He works only by appointment, and onlyworks on three or four customers’ hair per day. If he were to formally adopt Peppers and Rogers’ four-step framework for one-to-one marketing, he would do all of the following except ___________.a.)build up his clientele to include more celebrities (moderate) p. 33b.)not go after every customerc.)lavish more effort on his most valuable customersd.)learn more about the individual needs of his customerse.)customize his marketing efforts to each customer64.Which of the following is part of one-to-one marketing?a.)mass distributionb.)customer attractionc.)economies of scaled.)standardized producte.)customer profile (moderate) p. 34, Table 2-265.Which of the following is part of mass marketing?a.)customized product offeringb.)customer anonymity (moderate) p. 34, Table 2-2c.)share of customerd.)two-way messagese.)customer retention66.Every time Johnny’s Formalware salespeople make a sale, they record the customer’s name, address,and telephone contact information. Johnny’s then uses this information to send out promotional messages about upcoming sales ev ents. Johnny’s is using a ________________.a.)customer databaseb.)database marketingc.)customer mailing list (moderate) p. 34d.)business databasee.)data warehouse67.Radio Shack keeps track of what each customer purchases, and in what quantities. They also tie thisi nformation to data on customer’s preferences and media habits, which they obtain through contestswhich require short surveys be filled out for entry. Radio Shack is putting together a ___________.a.)customer database (moderate) p. 34b.)database marketingc.)customer mailing listd.)business databasee.)data warehouse68.One study of the success of CRM (customer relationship management) programs reported that 70percent of the firms that implemented them found little or no improvement in their business as a result. Which of the following is not a likely reason for CRM failure?a.)Large investment in the system and training was not outweighed by the cost savings of repeatbusiness.b.)Customer base is too large to make CRM useful. (difficult) p. 35c.)Getting everyone customer-oriented and using the system is very difficult.d.)Not all customers desire a relationship beyond the transaction.e.)Keeping the data up-to-date is a challenge.69.Datamining allows a company to do all the following except ___________.a.)identify the best prospects by sorting through a mass of responsesb.)match a specific offer with a specific consumerc.)deepen customer loyalty by remembering customer preferencesd.)charge more for service to those who cost less to serve (moderate) p. 35e.)reactivate customer purchases through timely promotions70.Jimmi prefers to use cash for all her transactions, will not give her social security number to anyoneexcept her employer, and would like to remain anonymous for the most part. Jimmi is an example of which type of problem with successful execution of a CRM system?a.)Large investments in the system and training are not outweighed by the cost savings of repeatbusiness.b.)Using the system is not intuitive after using a “legacy” system.c.)Getting everyone customer-oriented and using the system is very difficult.d.)Not all customers desire a relationship beyond the transaction. (easy) p. 35e.)Keeping the data up-to-date is a challenge.Essay Questions71.Raliberto’s is a small chain of Mexican restaurants run by Alvaro Montes. Regular customers aregreeted by name and the menu is based on about 10-15 items, which can be combined into literally hundreds of dishes. Discuss how Raliberto’s could use the menu and customer relationship tocustomize and customerize the eating experience in its restaurants.Answer:Customization means that Raliberto’s can provide individually differentiated meals. The flexible kitchen and menu allow for this.Personalization is an important aspect of this process, and in Raliberto’s case, this is already being done, at least for the regulars.Customerization is the combination of operational customization (the kitchen) and marketingcustomization (the atmosphere, the product, etc.).In a sense, Raliberto’s is already practicing both the principle of customization and custom erization in its current operations.(moderate) p. 2572.Shoe and apparel maker K-Swiss came in slowly to the digital revolution. They are now a veryconnected and networked company. Discuss the three types of networks that a company like K-Swiss needs to stay connected with all the relevant parties.Answer:The big three are: intranets, extranets, and the Internet.a.)K-Swiss needs to allow customers to visit them virtually through providing an Internet site. Thesite should be well designed, interesting, and give the visitor reasons to stay and reasons to return later.b.)An intranet site allows K-Swiss to connect its employees together for internal communicationspurposes.c.)Extranets are closed systems that allow a company to communicate with its suppliers (rubber,leather, composites, textiles), manufacturers (mostly in Asia, due to labor costs andspecialization), and reseller customers (stores like Dillard’s, Athlete’s Foot, etc.).d.)For a company the size and complexity of K-Swiss, all three types will be necessary to remaincompetitive.(moderate) p. 2473.Pella Windows used to make windows in stock sizes and do very little custom work. In the last fiveyears they have revamped their production processes and abilities in order to become a “new”economy company. What are some of the contrasts between doing business the old economy way and doing it the new way?Answer:Students can list lots of things correctly to answer this question. Table 2-1 has 9 old economypractices and 9 new economy practices.OLD NEW1) organize by product unit 1) organize by customer segment (individuals,retailers, builders, commercial accounts)2) focus on profitable transactions 2) focus on customer lifetime value (biggeraccounts will spend more on each order and overtime)3) look primarily at financials to measure success 3) use marketing as the measure of success(customer satisfaction, retention, etc.)4) focus on shareholders 4) focus on stakeholders (includes customers,business allies, stockholders, employees, etc.)5) marketing does the marketing 5) everyone does the marketing (all employees,especially those that come in contact with thecustomer, need to be aware they are part of thecompany’s communication process - whetherthey like it or not!)6) build brand through advertising 6) build brand through performance (let thequality do the talking)7) focus on customer acquisition 7) focus on customer retention (new customerscost much more to get than establishedcustomers cost to maintain)8) no customer satisfaction measurement 8) measurement (customers, especially the mostprofitable ones, need to be able to communicatetheir pleasure or displeasure with the firm)9) overpromise, underdeliver 9) underpromise, overdeliver (delight customerswith more than they expected, they will feel thevalue and return) (moderate) p. 26, Table 2-1 74.Foster Grant sells its eyewear through its Web site, through distributors such as Wal-Mart, and towholesalers who resell to chains, such as 7-Eleven and smaller stores, such as Minimarket in Piggot, Arkansas. Which of the four types of Internet domains does or should Foster Grant use to takeadvantage of the ability to connect in the marketplace.Answer:a.)FG already uses the Internet, as mentioned. This is a B2C channel (business-to-consumer) ordomain.b.)Because they sell product to Wal-Mart, they may already be a part of a larger B2B (business-to-business) system, since Wal-Mart is quite sophisticated in their information systems management.c.)It would be a good idea for FG to at least monitor the C2C (consumer-to-consumer) activitiesrelated to their products. These needs are often filled by independent third parties, and allowconsumers to talk to one another in an open forum.d.)FG should consider providing a feedback option on their current Web site, making a C2B(customer-to-business) link between the company and the customers.(moderate) p. 2675.Novell has outgrown its information system and asks you for advice about the possibility of includinga CRM (customer relationship management) package in the new system they will be implementing.They seem to understand well the upside to CRM, but want you to detail the possible scenarios that would make the system not effective.Answer:a.)CRM systems are costly to buy, customize, and implement. Many of Novell’s customers do notdo enough business (one-time or small customers, for example) to make CRM cost effective.b.)So-called “legacy” systems (the way we have always done it) may stand in the way of the switch-over. Even with an outdated system, employees are able to find their way around and get mostthings done. A new system takes training that may not seem worth the effort for years until ittruly pays off.c.)Novell may find that many customers do not want more contact or service than they are alreadygetting from the company. Hence, the system is overkill for dealing with this group.d.)Though maybe less of a problem for a high-tech company than for others, the challenge ofkeeping records and other data up-to-date is potentially an immense one for a complex andinternational company like Novell.The book mentions a study that concluded that in 70 percent of the cases studied, CRMs had not paid off. That implies a big risk, and Novell should carefully consider the costs and benefits of including a CRM package in their new system.(difficult) p. 35Mini-CasesMini-Case 2-1Scuba-Doobie-Doo is a group of entrepreneurs who wish to create a full service SCUBA Web site. They plan to include SCUBA chat rooms for visitors, an ever-changing photo and story gallery where visitors can post, read, and view the adventures of others and of professional SCUBA writers. They plan to have an online store with all possible SCUBA equipment available for purchase. They plan to link the site to providers of SCUBA experience vacations. They plan to sell advertising to SCUBA companies. They even plan to give visitors free e-mail accounts in an effort to have a hardcore group use the homepage as the homepage on their personal computers. Scuba-Doobie-Doo will be a one-stop SCUBA source for enthusiasts.76.Refer to Mini-Case 2-1. In relation to the Scuba-Doobie-Doo site, which of Rayport and Jaworski’sdesign elements (the 7Cs) is not discussed?a.)customization (moderate) p. 30b.)contentc.)communityd.)communicatione.)commerce77.Refer to Mini-Case 2-1. Allowing visitors to choose a free e-mail account with the site is an exampleof which of 7Cs design elements for successful Web sites?a.)contextb.)contentc.)community (difficult) p. 30d.)communicatione.)commerce78.Refer to Mini-Case 2-1. If Scuba-Doobie-Doo sells its customer information as an early source ofrevenue, they would be including the ___________________ revenue and profit model in theirbusiness plan.a.)advertising incomeb.)alliance incomec.)profile income (moderate) p. 32d.)transaction commissions and feese.)referral incomeMini-Case 2-2Barnes and Noble hesitated to build an online presence until ’s success was too great to ignore. They originally feared that their network of hundreds of “bricks-only” stores would suffer sales losses due to the Web site competing with the stores. When the decision was finally made, B&N decided that the proper business model was to make a vast inventory of books and music available for market prices. They accepted little adver tising on the site, preferring that visitors focus on B&N’s offerings. They did, however, allow other sites to post B&N ads and paid the owners of those sites a percent of each sale made to the referred customer. has never really caught up to the sales of , but the company feels the effort has increased overall company sales and B&N must maintain the Web presence in order to stem losses to their number one competitor.79.Refer to Mini-Case 2-2. The B&N site allows few non-B&N ads or promotional efforts on their site,though they do allow _________________________ to be present on the site.a.)bannersb.)interstitialsc.)affiliate programs (moderate) p. 32d.)browser adse.)sponsorships80.Refer to Mini-Case 2-2. The main revenue and profit model for the B&N online presence is_________.a.)advertising incomeb.)membership and subscription incomec.)profile incomed.)product and service sales income (moderate) p. 33e.)transaction commissions and fees81.Refer to Mini-Case 2-2. The risk of cannibalizing the bricks-only store network is an example of ahow a bricks-and-clicks operation can cause __________________.a.) a well-known brand name to diminishb.)greater financial resourcesc.)deeper industry knowledged.)channel conflict (moderate) p. 29e.)24-7 access。

schiffman16_im 中山大学吴柏林教授 “广告心理学(清华大学出版社2010)”绝密资料

CHAPTER 16Consumer Decision Making and BeyondLEARNING OBJECTIVESAfter studying this chapter students should be able to:1.Describe a decision.2.Enumerate the three levels of consumer decision making.3.Explain the four models of consumer decision making discussed in the text.4.Outline a model of consumer decision-making.5.Discuss the three stages of consumer decision making in the process component of thedecision-making model.6.Outline the rules consumers use in decision making.7.Discuss purchase and postpurchase behavior as part of the consumer decision process.8.Explain consumer gifting behavior.9.Describe the elements of the consuming and possessing process.10.Explain the importance of relationship marketing.SUMMARYThe consumer’s decision to purchase or not to purchase a product or service is an important moment for most marketers. It can signify whether a marketing strategy has been wise, insightful, and effective, or whether it was poorly planned and missed the mark. Thus, marketers are particularly interested in the consumer’s decision-making process. For a consumer to make a decision, more than one alternative must be available. (The decision not to buy is also an alternative.)Theories of consumer decision making vary, depending on the researcher’s assumptions about the nature of humankind. The various models of consumers (economic view, passive view, cognitive view, and emotional view) depict consumers and their decision-making processes in distinctly different ways.An overview consumer decision-making model ties together the psychological, social, and cultural concepts examined in Parts II and III into an easily understood framework. This decision model has three sets of variables: input variables, process variables, and output variables.Input variables that affect the decision-making process include commercial marketing efforts, as well as noncommercial influences from the consumer’s sociocultural environment. The decision process variables are influenced by the consumer’s psychological field, including the evoked set (or the brands in a particular product category considered in making a purchase choice). Taken as a whole, the psychological field influences the consumer’s recognition of a need, prepurchase search for information, and evaluation of alternatives.The output phase of the model includes the actual purchase (either trial or repeat purchase) and postpurchase evaluation. Both prepurchase and postpurchase evaluation feed back in the form of experience into the consumer’s psychological field, and serve to influence future decision processing.The process of gift exchange is an important part of consumer behavior. Various gift-giving and gift-receiving relationships are captured by the following five specific gifting classification scheme: (1) intergroup gifting (a group gives a gift to another group); (2) intercategory gifting (an individual gives a gift to a group or a group gives a gift to an individual); (3) intragroup gifting (a group gives a gift to itself or its members), (4) interpersonal gifting (an individual gives a gift to another individual), and (5) intrapersonal gifting (a self-gift).Consumer behavior is not just making a purchase decision or the act of purchasing; it also includes the full range of experiences associated with using or consuming products and services. It also includes the sense of pleasure and satisfaction derived from possessing or collecting “things.” The outputs of consumption are changes in feelings, moods, or attitudes; reinforcement of lifestyles; an enhanced sense of self, satisfaction of a consumer-related need: belonging to groups; and expressing and entertaining oneself.Among other things, consuming includes the simple utility of using a superior product, the stress reduction of a vacation, the sense of having a “sacred” possession, and the pleasures of a hobby or a collection. Some possessions serve to assist consumers in their effort to create “personal meaning” and to maintain a sense of the past.Relationship marketing impacts consumers’ decisions and their consumption satisfaction. Firms establish relationship marketing programs (sometimes called loyalty programs) to foster usage loyalty and a commitment to their products and services. At its heart, relationship marketing is all about building trust(between the firm and its customers), and keeping promises made to consumers. Therefore, the emphasis in relationship marketing is almost always on developing long-term bonds with customers by making them feel special and by providing them with personalized services.CHAPTER OUTLINEINTRODUCTION1.This chapter takes a broader perspective and examines consumer decision making in thecontext of all types of consumption choices, ranging from the consumption of new products to the use of old and established products.2.It also considers consumers’ decisions not as the end point, but rather as the beginning pointof a consumption process.WHAT IS A DECISION?1.In the most general terms, a decision is the selection of an option from two or morealternative choices.2.If the consumer has no alternatives from which to choose and is literally forced to make aparticular purchase or take a particular action (e.g., use a prescribed medication), then this does not constitute a decision and is commonly referred to as a “Hobson’s choice.”b)In actuality, no-choice purchase or consumption situations are fairly rare.LEVELS OF CONSUMER DECISION MAKING1.Not all consumer decisions receive or require the same amount of effort in the informationsearch.2.Researchers have identified three specific levels of consumer decision making: extensiveproblem solving, limited problem solving, and routinized response behavior.Extensive Problem Solving1.When consumers have no established criteria for evaluating a product, or have not narrowedtheir choices, then they are in extensive problem solving.2.At this level, the consumer needs a great deal of information to establish a set of criteria onwhich to judge specific brands and a correspondingly large amount of information concerning each of the brands to be considered.Limited Problem Solving1.At this level consumers have already established the basic criteria for evaluating the productcategory but haven’t established preferr ed categories.2.Their search for additional information is more like “fine-tuning;”they must gatheradditional brand information to discriminate among the various brands.Routinized Response Behavior1.At this level, consumers have some experience with the product category and a well-established set of criteria with which to evaluate the brands they are considering.a)They may search for a small amount of additional information.2.Just how extensive a consumer’s problem-solving task is depends on how well establishedhis or her criteria for selection are, how much information he or she has about each brand being considered, and how narrow the set of brands is from which the choice will be made.3.Routinized response behavior implies little need for additional information.MODELS OF CONSUMERS: FOUR VIEWS OF CONSUMER DECISION MAKING1.The term models of consumers refer to a general view or perspective as to how and whyindividuals behave as they do.2.Four views will be examined:a)An economic view.b) A passive view.c) A cognitive view.d)An emotional view.An Economic View1.The consumer has often been characterized as making rational decisions.a)This model, called the economic man theory, has been criticized by consumerresearchers for a number of reasons.b)To behave rationally in the economic sense, a consumer would have to:i)Be aware of all available product alternatives.ii)Be capable of correctly ranking each alternative in terms of its benefits and its disadvantages.iii)Be able to identify the one best alternative.c)This perspective is unrealistic because:i)People are limited by their existing skills, habits, and reflexes.ii)People are limited by their existing values and goals.iii)People are limited by the extent of their knowledge.2.Consumers operate in an imperfect world, therefore the economic view is often rejected astoo idealistic and simplistic.A Passive View1.The opposite of the economic view is the view of the consumer as basically submissive to theself-serving interests and promotional efforts of marketers (i.e., the passive view).2.Consumers are perceived as impulsive and irrational purchasers, ready to yield to the armsand aims of marketers.3.The principal limitation of this model is that it fails to recognize that the consumer plays anequal, if not dominant, role in many buying situations by seeking information about product alternatives and selecting the product that appears to offer the greatest satisfaction.4.This view is largely unrealistic.A Cognitive View1.This view portrays the consumer as a thinking problem solver.2.The cognitive model focuses on the processes by which consumers seek and evaluateinformation about selected brands and retail outlets.3.Consumers are viewed as information processors, and this leads to the formulation ofpreferences, and ultimately, purchase intentions.4.In contrast to the economic view, this view recognizes that the consumer is unlikely to seekall possible information, but will only seek information until he/she has what is perceived as sufficient information to make a satisfactory decision.5.Consumers are presumed to use heuristics—short-cut decision rules to facilitate decisionmaking.a)They also use decision rules when exposed to too much information—informationoverload.6.This model depicts a consumer who does not have complete knowledge, and therefore cannotmake perfect decisions, but who actively seeks information and attempts to make satisfactory decisions.An Emotional View1.Although aware of the emotional or impulsive side of consumer decision making, marketershave preferred the economic or passive models.2.In reality, when is comes to certain purchases or possessions, deep feelings or emotions arelikely to be highly involved.3.Possessions may also serve to preserve a sense of the past and help with transitions in timesof change.4.When a consumer makes what is basically an emotional purchase decision, less emphasistends to be placed on searching for prepurchase information and more on the current mood or feelings.5.Unlike an emotion, which is a response to a particular environment, a mood is more typicallyan unfocused, pre-existing state—already present at the time a consumer “experiences”an advertisement, a retail environment, a brand, or a product.6.Mood is important to consumer decision making in that it impacts when consumers shop,where they shop, and whether they shop alone or with others.a)Some retailers attempt to create a mood for shoppers.b)Individuals in a positive mood recall more information about a product than those in anegative mood.A MODEL OF CONSUMER DECISION MAKING1.The model looks at cognitive processes, problem solving, and to some degree, the emotionalaspects of consumer decision making as well.2.This is not an exhaustive review but a synthesis and coordination of relevant concepts into awhole.Input1.The input component draws on external influences that provide information or influence aconsumer’s product-related values, attitudes, and behavior.Marketing Inputs1.The firm’s marketing activities are a direct attempt to reach, inform, and persuade consumersto buy and use its products.2.The impact of a firm’s marketing efforts is governed by the consumer’s perception of theseefforts.3.Marketers should be alert to consumer perceptions by sponsoring consumer research, ratherthan to rely on the intended impact of their marketing messages.Sociocultural Inputs1.Sociocultural inputs consist of a wide range of noncommercial influences—comments of afriend, an editorial in the newspaper, a family member, and direct noncommercial sources of information.2.The unwritten codes of conduct communicated by culture indicate right and wrongconsumption behavior.3.The cumulative impact of each firm’s marketing efforts, the influence of family, friends, andneighbors, and society’s existing code of behavior are all likely to affect the how and what of consumer purchases.Process1.The process component of the model is concerned with how consumers make decisions.2.Psychological field—represents the internal influences—motivation, perception, learning,personality, and attitudes—that affect consumers’ decision-making processes.3.The consumer decision consists of three states: need recognition, prepurchase search, andevaluation of alternatives.Need Recognition1.Recognition of a need occurs when a consumer is faced with a problem.2.Among consumers there seem to be two different problem recognition styles.a)Actual state types—consumers who perceive that they have a problem when a productfails to perform satisfactorily.b)Desired state types—the desire for something new may trigger the decision process.Prepurchase Search1.Prepurchase search begins when a consumer perceives a need that might be satisfied by thepurchase and consumption of a product.a)The consumer usually searches his or her memory first.b)If no experience is present then he/she may engage in an extensive search of the outsideenvironment.c)Past experience is considered an internal source of information.i)The greater the relevance of past experience, the less of an external search.ii)The degree of perceived risk can also influence this stage.iii)High risk situations will lead to complex information gathering, low-risk, simple search and evaluation.2.The act of “shopping” is an important form of external information.a)According to a recent consumer study there is a big difference between men and womenin terms of their response to shopping.b)In addition to gender differences, research reveals that price considerations can alsoplay a role in determining the extent of the search process.3.An examination of the external search effort associated with the purchase of different productcategories (e.g., TVs, VCRs, or personal computers) found that, as the amount of total search effort increased, consumer attitudes toward shopping became more positive, and more time was made available for shopping.a)The less consumers know about a product category and the more important the purchaseis to them, the more time they will make available and the more extensive their prepurchase search activity is likely to be.4.The Internet has had a great impact on prepurchase search.a)Web sites can provide consumers with much of the information they need about theproducts and services they are considering.5.How much information a consumer will gather also depends on various situational factors.Evaluation of Alternatives1.When evaluating potential alternatives, consumers tend to use two types of information:a) A “list” of brands (the evoked set).b)The criteria they will use to evaluate each brand.2.Evoked set—evoked set refers to the specific brands the consumer considers in making apurchase in a particular product category.a)The inept set consists of brands the consumer excludes from purchase consideration asunacceptable.b)The inert set is those brands to which the consumer is indifferent because they areperceived as having no advantage.c)The evoked set consists of the small number of brands the consumer is familiar with,remembers, and finds acceptable.3.The five terminal positions in the model that do not end in purchase would appear to haveperceptual problems. For example:a)Brands may be unknown because of the consumer’s selective exposure to advertisingmedia and selective perception of advertising stimuli.b)Brands may be unacceptable because of poor qualities or attributes or inappropriatepositioning in either advertising or product characteristics.c)Brands may be perceived as not having any special benefits and are regardedindifferently by the consumer.d)Brands may be overlooked because they have not been clearly positioned or sharplytargeted at the consumer market segment under study.e)Brands may not be selected because they are perceived by consumers as unable tosatisfy perceived needs as fully as the brand that is chosen.4.The implication for marketers is that promotional techniques should be designed to impart amore favorable, perhaps more relevant product image to the target consumer.5.Criteria used for evaluation brands—the criteria consumers’ use for evaluating brands areusually expressed in terms of important product attributes.a)When a company knows that consumers will be evaluating alternatives, they sometimesadvertise in a way that recommends the criteria that consumers should use in assessing product or service options.b)Research shows that when consumers discuss such “right products,” there is little or nomention of price; brand names are not often top-of-mind; items often reflect personality characteristics or childhood experiences; and it is often “love at first sight.”6.Consumer decision rules—consumer decision rules are referred to as heuristics, decisionstrategies, and information-processing strategies, and are procedures used by consumers to facilitate brand choices.a)These rules reduce the burden of decision making.b)Compensatory decision rules—a consumer evaluates brand options in terms of eachrelevant attribute and computes a weighted or summated score for each brand.i)The computed score reflects the brand’s relative merit as a potential purchasechoice.ii)The assumption is that the consumer will choose the brand with the highest score.iii) A unique feature of a compensatory decision rule is that it allows a positive evaluation of a brand on one attribute to balance out a negative evaluation on someother attribute.c)Noncompensatory decision rules do not allow consumers to balance positiveevaluations of a brand on one attribute against a negative evaluation on some other attribute. Forms include:i)Conjunctive decision rule—the consumer establishes a minimally acceptable levelthat is established as a cutoff point for each attribute.a)If any particular brand falls below the cutoff point on any one attribute, thebrand is eliminated from consideration.ii)Disjunctive rule—this rule mirrors the conjunctive rule.a)The consumer establishes a minimally acceptable level as a cutoff point foreach attribute.b)In this case if a brand alternative meets or exceeds the cutoff established forany one attribute, however, it is accepted.iii)Lexicographic decision rule—the consumer first ranks the attributes in terms of perceived relevance or importance.a)The consumer then compares the various brand alternatives in terms of thesingle attribute that is considered most important.b)If one brand scores sufficiently high on this top-ranked attribute, it isselected, and the process ends.c)The highest-ranked attribute may reveal something about the individu al’sconsumer orientation.7. A variety of decision rules appear common. Nine out of ten shoppers who go to the store forfrequently purchased items have a specific shopping strategy for saving money.a)Practical loyalists—look for ways to save on those brands and products that they wouldbuy anyway.b)Bottom-Line Price Shoppers—buy the lowest-priced item, with little or no regard forbrand.c)Opportunistic Switchers—use coupons or sales to decide among brands and productsthat fall within their evoked set.d)Deal Hunters—look for the best “bargain” and are not brand-loyal.8. A synthesized decision rule, the affect referral decision rule, is the simplest, and is theconsumer remembering past evaluations from his/her evoked set and selecting the brand with the highest perceived overall rating.9.Going online to secure assistance in decision making—for the past several years researchershave been examining how using the Internet has impacted the way consumers make decisions.a)Three factors that have been researched are:i)Task complexity(number of alternatives and amount of information available foreach alternative).ii)Information organization (presentation, format, and content).iii)Time constraint (more or less time to decide).10.Lifestyles as a consumer decision strategy—a n individual’s or family’s decisions to becommitted to a particular lifestyle impacts their consumer behavior.a)Research suggests that 15 percent of Baby Boomers will be seeking a simpler lifestyle.11.Incomplete information and noncomparable alternatives—in many situations consumers faceincomplete information. They cope with this missing information in a number of ways.a)They may delay decision making until the missing information is available.b)They may ignore the missing information and work with available information.c)Consumers may change their decision-making strategy to accommodate the missinginformation.d)Consumers may infer or construct the missing information.e)Consumers may conclude that none of their choices offer sufficient benefits to warrantpurchase.f)Sometimes consumers use decision rules to compare dissimilar alternatives.12.A series of decisions—a purchase can involve a number of decisions rather than a singledecision.13.Decision rules and marketing strategy—an understanding of which decision rules consumersapply in selecting a particular product or service is useful to marketers concerned with formulating a promotional program.14.Consumption vision—a study found the attitudes and search behavior of a vision, “a mentalpicture or visual image of specific usage outcomes and/or consumption consequences.”a)Such visions allow consumers to imagine or vicariously participate in the consumptionof the product or service prior to making an actual decision.OUTPUT1.The output portion of the consumer decision-making model concerns two closely associatedkinds of postdecision activity: purchase behavior and postpurchase evaluation.2.The objective of both activities is to increase the consumer’s satisfaction with his or herpurchase.Purchase Behavior1.Consumers make three types of purchases: trial purchases, repeat purchases, and long-termcommitment purchases.a)Trial is the exploratory phase of purchase behavior in which consumers attempt toevaluate a product through direct use.i)When a trial is satisfactory, consumers are likely to repeat the purchase.b)Repeat purchase behavior is similar to brand loyalty.i) A repeat purchase usually signifies that the product meets with the consumer’sapproval and that the consumer is willing to use it again and in larger quantities.ii)This form is closely related to brand loyalty.c)Trial is not always feasible, such as with big-ticket items and durable goods. In that casethe consumer moves from evaluation directly to long-term commitment.Postpurchase Evaluation1.As consumers use a product, they evaluate its performance in light of their own expectations.2.There are three possible outcomes of such evaluation.a)Actual performance matches the standard, leading to a neutral feeling.b)Positive disconfirmation when the performance exceeds the standard.c)Negative disconfirmation when the performance is below the standard.3.An important aspect of the purchase process is reducing postpurchase cognitive dissonance,when consumers try to reassure themselves that their choice was a wise one.4.The degree of postpurchase analysis relates to the importance of the product decision and theexperience acquired in using the product.5.The consumer’s postpurchase evaluation feeds back as experience to the consumer’spsychological field and serves to influence future related decisions.CONSUMER GIFTING BEHAVIOR1.The amount of money spent and feelings generated by gifts make them an interesting part ofconsumer behavior.2.Gifting behavior is the process of gift exchange that takes place between a giver and receiver.a)It includes gifts given to (and received from) others and gifts to oneself, or self-gifts.3.Gifting is symbolic communication with implicit and explicit meanings.4.One of the models of gifting reveals the following five gifting subdivisions:a)Intergroup gifting.b)Intercategory gifting.c)Intragroup gifting.d)Interpersonal gifting.e)Intrapersonal gifting.5.Intergroup gifting occurs when one group exchanges gifts with another.6.Intercategory gifting is an individual giving a group a gift, or a group giving an individual agift.7.An intragroup gift is a gift that a group gives itself.8.Interpersonal gifts occur between two individuals.9.An intrapersonal gift is a self-gift.BEYOND THE DECISION: CONSUMING AND POSSESSING1.Historically consumer behavior studies have focused on the product, service, or brandchoices.2.We now see that the experience of possessing, collecting, or consuming things contributes toconsumer satisfaction and overall quality of life.3.Consumer choices might be viewed at the beginning of the consumption process rather thanat the end.a)The choice or purchase decision is the input of the process.b)The input stage includes a consumption set and a consumption style.c)The process stage consists of using, possessing, collecting, and disposing of things andexperiences.d)The output stage would include changes in feelings, attitudes, and behaviors, as well asreinforcement of a lifestyle.Products Have Special Meaning and Memories1.Consuming is a diverse and complex process.2.It includes utility of a product, the psychological use of the product, memories, etc.3.As a consequence, some possessions create personal meaning for consumers and/or helpthem maintain a sense of the past.4.Some people maintain their identity after major changes in their life by linking to their past.Relationship Marketing1.Many firms are pursuing relationship marketing in order to build loyal usage and acommitment to their company’s products and services.a)It is built on trust that grows from keeping promises.2.The goal of relationship marketing is to build strong, lasting relationships with a core groupof customers.3.The emphasis is on developing long-term bonds, making consumers feel good about thecompany, and giving the consumer some kind of personal connection to the business.4. A review of the composition of 66 consumer relationship marketing programs revealed threeelements shared by more than 50 percent of the programs.a)Fostering ongoing communication with customers (73 percent of the programs).b)Furnishing loyalty by building extras like upgrades and other perks (68 percent of theprograms).c)Stimulating a sense of belonging by providing a “club membership” format (50 percentof the programs).5.Like personal relationships between individuals who are willing to do favors for each other,“relationship”marketers offer loyal customers special services, discounts, increased communications, and attention beyond the core product or service, without expecting an immediate payback.a) A new form of relationship marketing has resulted as Internet usage has increased. Theterm used on the Internet is “permission marketing.”6.Although direct marketing, sales promotion, and general advertising may be used as part of arelationship marketing strategy, relationship marketing stresses long-term commitment to the individual customer.7.Ultimately, it is to a firm's advantage to develop long-term relationships with existingcustomers, because it is easier and less expensive to make an additional sale to an existing customer than to make a new sale to a new consumer.8.Research indicates that consumers today are less loyal than in the past, due to six majorforces:a)The abundance of choice.b)Availability of information.c)Entitlement (consumers repeatedly ask “What have you done for me lately?”).d)Commoditization (most products/services appear to be similar—nothing stands out).e)Insecurity (consumer financial problems reduce loyalty).f)Time scarcity (not enough time to be loyal).DISCUSSION QUESTIONS1. Compare and contrast the economic, passive, cognitive, and emotional models ofconsumer decision making.The economic view portrays consumers as making rational decisions. Clearly, this model is not characteristic of most consumption situations because consumers are rarely aware and knowledgeable of all the product alternatives in any given situation, and of all the features and benefits of the product offerings they can choose from. Thus, they are often unable to make rational decisions. The passive view depicts the consumer as basically submissive to the self-serving interests and promotional efforts of marketers. Consumers are perceived as impulsive and irrational purchasers, ready to yield to the arms and aims of marketers. The cognitive view depicts consumers as problem solvers where they cognitively process information, seek out products and services that fulfill their needs, form preferences, make choices, and engage in postpurchase evaluations of their selections. Such decision making is characteristic of consumption situations where consumers are highly involved with purchases and experience high levels of perceived risk. The emotional view states that consumers often have deep emotions or feelings regarding many purchases. This is typical of consumption situations where consumers place more emphasis on their current moods and feelings and less emphasis on prepurchase information. In such cases, a product is bought on an impulse。

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Chapter 2: Consumer ResearchMultiple Choice Questions:1.The study of consumer behavior most accurately enables marketers to:a.set prices at certain levels.b.predict how consumers will react to promotional messages and understand why theymake the decisions they do.c.control variable costs.d.find the best location to start up a retail business.(b; Difficulty 2, p. 25)2.Marketing is not simply applied economics as early researchers thought. Today, all ofthe following are factors that affect consumer decisions except:a.mood.b.emotion.c.price.d.situation.(c; Difficulty 2, p. 26)3.Consumers are not always logical problem solvers who engage in careful thoughtprocesses. One psychoanalyst named _____ used Freudian techniques to uncover hidden motivations.a.Dichterb.Maslowc.Horneyd.Pavlov(a; Difficulty 2, p. 26)4.Consumer researchers today use two different types of research methodology to studyconsumer behavior, _____ and _____.a.motivational; qualitativeb.qualitative; quantitativec.quantitative; motivationald.descriptive; quantitative(b; Difficulty 2, p. 27)5.__________ is descriptive in nature and is used by researchers to understand theeffects of various promotional inputs on the consumer.a.Qualitative researchb.Motivational researchc.Quantitative researchd.Interpritivism(c; Difficulty 1, p. 27)6.Quantitative research findings are descriptive in nature, and:a.sample sizes used are usually small.b.the findings are somewhat subjective.c.the findings are primarily used to obtain new ideas for promotional campaigns.d.the findings can be generalized to a larger population.(d; Difficulty 2, p. 27)7.Qualitative research findings are usually administered by highly trained interviewers,and:a.sample sizes are large and can be generalized to the larger population.b.the findings are descriptive in nature.c.the findings are primarily used to obtain new ideas for promotional campaigns.d.mostly consist of experiments, survey techniques and observation.(c; Difficulty 2, p. 27)8.Qualitative research primarily uses the following methods except:a.depth interviews.b.focus groups.c.observation.d.metaphor analysis.(c; Difficulty 1, p. 27)9.__________ is primarily used to obtain new ideas for promotional campaigns andproducts.a.Qualitative researchb.Quantitative researchc.Metaphor analysisd.Positivism(a; Difficulty 2, p. 27)10.The increased understanding of human behavior is key to reducing some consumerbehavior illnesses such as shoplifting, drug addiction, and alcoholism. This interest in understanding consumers is known as:a.positivism.b.interpretivism.c.projective techniques.d.metaphor analysis.(b; Difficulty 2, p. 27)11.Qualitative and quantitative research are:ed independently.plimentary.c.always used simultaneously.d.interdependent.(b; Difficulty 3, p. 28)12.The first step in the consumer research process is:a.collecting and evaluating secondary data.b.analyzing secondary data.c.defining the objectives of the research.d.collecting primary data.(c; Difficulty 1, p. 29)13.If the objective of the study is “to find out how many people in the population usecert ain products and how frequently they use them,” then what type of research is used?a.qualitativeb.quantitativec.either methodd.the statement is not an accurate objective(b; Difficulty 2, p. 29)14.When are exploratory studies conducted?a.when research is being conducted in a foreign countryb.when the researcher is not sure what questions to ask, and before undertaking a fullscale studyc.when the population chosen has never taken part in a study befored.when the company cannot find secondary data(b; Difficulty 3, p. 30)15._____ includes findings based on research done by outside organizations, datagenerated in-house for earlier studies, and customer information collected by the firm’s sales or credit department.a.Primary datab.Secondary datac.Syndicated datad.Value data(b; Difficulty 1, p. 30)16.Which of the following is not considered secondary data?a.research done by outside organizationsb.data generated in-house for earlier studiesc.customer information collected by the firm’s sales or credit departmentd.original research performed by the organization to meet a specific current objective (d; Difficulty 1, p. 30)17._____ is original research performed by individual researchers or organizations tomeet specific objectives.a.Primary researchb.Secondary researchc.Syndicated researchd.Marketing research(a; Difficulty 1, p. 30)18._____ data are of interest to a large number of users that are collected periodicallyand compiled and analyzed according to a standard procedure; then sold to interested buyers.a.Primaryb.Secondaryc.Syndicatedd.Marketing(c; Difficulty 1, p. 30)19.The leading company that compiles reports on the number of U.S. households tunedto national TV broadcasts via computer boxes connected to modems, and finds out who is watching what by using people meter devices and local programs, then sells the reports to interested companies is:a.MRCA Information Services.b.Nielsen Media Research.rmation Resources, Inc.d.Simmons Market Research Bureau.(b; Difficulty 3, p. 30)20.In agreement with the _____ rule, marketers are increasingly focusing on buildingand maintaining long term relationships with their most profitable customers.a.sensibilityb.80/20c.marketing 101d.value(b; Difficulty 2, p. 32)21.The 80/20 rule states that:a.20% of customers account for 80% of profits.b.20% of customers account for 80% of expenses.c.20% of customers account for 80% of customer service time.d.20% of customers will stay brand loyal 80% more than average.(a; Difficulty 2, p. 32)22.Customer Lifetime Value can be computed using all of the following except:a.customer acquisition costs.b.costs of handling customers and their orders.c.an average estimate of customer wealth at different stages of their life.d.expected duration of the relationship between the marketer and the customer.(c; Difficulty 2, p. 32)23.Which of the following is not one of the basic designs used in quantitative research?a.observational researchb.experimentationc.attitude scalesd.one on one surveys(c; Difficulty 2, p. 32)24.The best way to gain an in-depth understanding of the relationship between peopleand products and what the product symbolizes to a consumer is through:a.surveys.b.disguised questionnaires.c.observation.d.focus groups.(c; Difficulty 3, p. 32)25._____ is using an electronic device to record customer behavior or response to aparticular marketing stimulus, such as a retailer using a traffic counter upon deciding on a new location for a store.a.Technical observationb.Mechanical observationc.Mechanical countingd.Observational technology(b; Difficulty 2, p. 32)26._____ have been at the forefront of developing systems that track individual customerdata during the customer’s visit and cross matching it with data collected on previous visits in order to classify people into loyalty levels and reward them accordingly.a.Fast food restaurantsb.Gambling casinosc.Taxi servicesd.Fitness clubs(b; Difficulty 2, p. 34)27.Some of the rewards casinos offer to their “best” customers include all the followingexcept:a.free meals.b.room upgrades.c.unlimited free gambling money.d.an opportunity to gamble at VIP lounges.(c; Difficulty 3, p. 34)28.Marketers use _____ observation devices that monitor respondents’ patterns ofinformation processing, like the eye camera and electronic sensors to monitor brain activity.a.mechanicalb.electronicc.physiologicald.human observation(c; Difficulty 3, p. 34)29.Experiments designed to test different sales appeals of package designs, prices, orcopy themes to identify cause and effect are called:a.motivational research.b.causal research.c.trial and error.d.surveys.(b; Difficulty 3, p. 34)30.A form of qualitative research that requires manipulating one variable at a time toensure that any difference in the outcome is a result of that one variable under study is called _____.a.focusb.experimentationc.trial and errord.Likert scales(b; Difficulty 2, p. 35)31.An experimentation research study discovered that:a.attractive endorsers are more effective in promoting products.b.attractive endorsers are less effective in endorsing products.c.attractive endorsers are perceived to be less credible.d.attractiveness was not an issue in the minds of consumers.(a; Difficulty 2, p. 35)32.A major application of causal research is _________ in which, prior to launching anew product, elements such as package, price, and promotion are manipulated in a controlled setting in order to predict sales and possible responses to the product.a.surveysb.focus groupsc.manipulated treatmentsd.test marketing(d; Difficulty 3, p. 35)33.Today, researchers use __________ to create marketplaces that allow them to observecustomers in makeshift marketplaces utilizing technology that substitutes the need for building the actual product or place.a.test marketingb.manipulated treatmentsc.virtual realityd.online interviews(c; Difficulty 3, p. 35)34.Customer surveys can be conducted in several popular ways. Which of these is theleast expensive method?a.mailb.onlinec.personal interviewd.online surveys(d; Difficulty 1, p. 35, table 2-4)35.Interview surveys most often take place in the home or in retail shopping areas. Thelatter is referred to as _____.a.mall interviewsb.mall interceptsc.shopping experience surveyd.shop stop(b; Difficulty 1, p. 35)36.Interview surveys take several forms. Which of the following is the most expensiveinterview method?a.mailb.telephonec.personal interviewsd.online surveys(c; Difficulty 1, p. 35, table 2-4)37.Which if the following survey methods generates the highest quality responses?a.mailb.telephonec.onlined.questionnaires(c; Difficulty 2, p. 35, table 2-4)38.Respondents are most hostile when using this method of surveys.a.mailb.onlinec.telephoned.personal interviews(c; Difficulty 2, p. 36)39.Some of the methods used to overcome low response rates in mail surveys include allof the following except:a.sending pre-notification letters.b.sending a stamped self-addressed envelope.ing provocative questionnaires.d.random-digital dialing systems.(d; Difficulty 2, p. 36)40.Which if the following statements is most true about online surveys?a.It is a difficult method to overcome geographic boundaries.b.The results cannot be projected to the larger population because respondents are selfselected.c.They are inconvenient for those who are less computer literate.d.The respondents cannot be tracked for follow-up purposes, thus most online surveysare faulty and useless.(b; Difficulty 3, p. 36)41.Quantitative data collection methods include all the following except:a.questionnaires.b.personal inventories.c.focus groups.d.attitude scales.(c; Difficulty 2, p. 36)42.A study is said to have _____ if it does, in fact, collect the appropriate data needed toanswer the questions or objectives it stated in the first objective stage of the research process.a.validityb.reliabilityc.certaintyd.objectivity(a; Difficulty 2, p. 36)43.A study is said to have _____ if the same questions, asked of a similar sample,produce the same findings.a.validityb.reliabilityc.certaintyd.objectivity(b; Difficulty 2, p. 36)44.To ensure data _____, often a sample is divided into two, each half is given the samequestionnaire to complete, then both findings are accepted if they yield similar results.a.validityb.reliabilityc.certaintyd.double objectivity(b; Difficulty 3, p. 36)45.For quantitative studies, the primary data collection instrument is the _____.a.attitude scaleb.questionnairec.focus groupd.depth interview(b; Difficulty 2, p. 36)46.In order for researchers to yield more truthful answers and to avoid responses thatpeople insert because they may think are the expected responses:a.researchers have detailed instructions to overcome that.b.questionnaires are disguised.c.highly trained researchers ar e able to identify “liars” and eliminate their responses.d.closed-ended questions are used.(b; Difficulty 3, p. 37)47.Open-ended questions require respondents to answer using their own words, however,the downside of such questionnaires is:a.the limited answers that are available to respondents.b.spelling is sometimes a problem.c.they are difficult to code and tabulate.d.responses can get too long and time consuming.(c; Difficulty 3, p. 37)48.When respondents are presented with a list of products or product attributes for whichthey are asked to indicate their relative feelings or evaluations, these evaluative data in general are called _____.a.surveyingb.attitude scalesc.semantic differential scalesd.undisguised questionnaires(b; Difficulty 2, p. 37)49.The most popular form of attitude scales is the _____ scale.a.semantic differentialb.Likertc.rank-orderd.behavior intention(b; Difficulty 1, p. 37)50.For each of the following statements, please indicate the response that best describesthe extent to which you agree or disagree with each statement.strongly somewhat neither agree somewhat stronglyagree agree nor disagree disagree disagreeIt’s fun to shop onlineI am afraid to give my credit card onlineThis question is an example of a:a.semantic differential scale.b.Likert scale.c.behavior intention scale.d.rank order scale.(b; Difficulty 2, p. 38, figure 2-4)51._____ scales typically consist of bipolar adjectives (such as good/bad, hot/cold,like/dislike) anchored at the ends of an odd-numbered continuum.a.Likertb.Rank-orderc.Semantic differentiald.Behavior intentions(c; Difficulty 2, p. 37)52._____ scales measure the likelihood that consumers will act in a certain way in thefuture, such as buying the product again or recommending it to a friend.a.Likertb.Rank-orderc.Semantic differentiald.Behavior intentions(d; Difficulty 2, p. 37)53._____ scales provide important competitive information and enable marketers toidentify needed areas of improvement in product design and product positioning. a.Likertb.Rank-orderc.Semantic differentiald.Behavior intentions(b; Difficulty 3, p. 39)54.Although qualitative research methods may differ in composition, they all have rootsin psychoanalytic aspects of psychology, and they stress:a.conformance and guidelines.b.open-ended and free response types of questions.c.freely considering any option on attitude scales.d.importance of being able to efficiently tabulate data by using scanning software. (b; Difficulty 3, p. 39)55.Depth interviews are 30 minute long non-structured interviews between theinterviewer and the respondent in which:a.the interviewer actively directs and leads the respondent in certain directions.b.the respondent answers a series of prepared questions in brief.c.the interviewer minimizes his or her own participation.d.the respondent is encouraged to be positive about the topic of discussion.(c; Difficulty 2, p. 39)56.Which of the following is not common in a depth interview process?a.transcripts, videotapes and audiotape recordings of interviews are carefully studiedafter the actual interview processb.respondents are shown videos of their own shopping behavior and asked to commenton their actionsc.respondents are asked to describe in depth various ads they are shownd.respondents are presented with a list of close-ended questions to answer(d; Difficulty 2, p. 39)57._____ consist(s) of 8 to 10 respondents who meet with a moderator-analyst for adiscussion on a particular product or product category.a.Depth interviewsb.Focus groupsc.Projective techniquesd.Metaphor analysis(b; Difficulty 1, p. 39)58.Which is the most correct statement in relation to focus groups and depth interviews?a.Focus groups are preferred by marketers over depth interviews.b.Depth interviews are preferred by marketers over focus groups.c.Some marketers prefer focus groups, others prefer depth interviews.d.Focus groups and depth interviews are non-comparable as each is used for differentreasons.(c; Difficulty 3, p. 40)59._____ are designed to tap the underlying motives of individuals despite theirunconscious rationalizations or efforts at conscious concealment.a.Metaphor analysis methodsb.Projective techniquesc.Depth interviewsd.Questionnaires(c; Difficulty 2, p. 40)60.Tests that contain ambiguous stimuli, such as incomplete sentences, untitled picturesor cartoons and ink blots are _____ used to tap into the individuals’ unconsciousness.a.metaphor analysis methodsb.projective techniquesc.depth interviewsd.mechanical observation tests(b; Difficulty 2, p. 40)61.“Most communication is nonverbal and people do not think in words but in images”is the underlying concept behind _____.a.metaphor analysisb.projective techniquesc.depth interviewsd.mechanical observation(a; Difficulty 2, p. 40)62.The use of nonverbal forms such as sounds, music, drawings or pictures to describefeelings is called a/an _____.a.projectionb.metaphorc.visualizationd.observation(b; Difficulty 2, p. 40)63.From a consumer research perspective, for marketers to retain customers, sell moreproducts, improve the quality and value of their offerings, and operate moreeffectively and efficiently, they must conduct:a.customer satisfaction measures.b.semantic differential scale studies.c.behavior intention studies.d.investigations into what makes the industry leader a success.(a; Difficulty 2, p. 41)64.Professional observers who pose as customers to survey and provide an unbiasedevaluation of the operation’s service against the company’s service standards are called _____.a.undercover agentsb.mystery shoppersc.verification officersd.acting researchers(b; Difficulty 3; p. 41, table 2-5)65.When respondents are asked to think back and describe interactions they had withemployees in a particular industry, such as hotels or airlines, as either satisfying or dissatisfying, in which the customer service employee was able to “recover” from what would have otherwise been poor service, is known as the _____ method.a.customer complaints analysisb.customer defectionsc.critical incidentd.customer defections(c; Difficulty 3, p. 42, table 2-5)66.The sampling plan of any research design addresses three main questions. Which ofthe following is not one of the questions addressed?a.Whom shall we survey?b.How shall we select the respondents?c.Where will are respondents be located?d.How many shall we survey?(c; Difficulty 1, p. 42)67.The size of the sample is dependent on:a.the size of the budget.b.the degree of confidence the marketer wants to place in the findings.c.both a and b.d.none of the above(c; Difficulty 2, p. 43)68.When a researcher selects the most accessible population members from whom toobtain the information, this is considered a _____ sample.a.simple random sampleb.convenience samplec.judgement sampled.cluster sample(b; Difficulty 2, p. 43, table 2-6)69.When a researcher divides the population into mutually exclusive groups (such as agegroups) then random samples are drawn from each group, this is known as a _____ sample.a.simple randomb.quotac.stratified randomd.cluster(c; Difficulty 2, p. 43, table 2-6)70.If the researcher wants the findings to be projectable to the total population, then a_____ sample should be chosen; if it is sufficient to have the findings representative of the population, then a _____ sample is selected.a.cluster; judgementb.probability; non-probabilityc.simple random; probabilityd.non-probability; convenience(b; Difficulty 2, p. 43)True/False Questions:71.Studying consumer behavior enables marketers to predict how consumers will reactto promotional messages and to understand why they make the purchase decisions that they do.(True; Difficulty 1, p. 25)72.Consumers are always aware of their decisions and can rationalize their consumptionbehaviors.(False; Difficulty 1, p. 26)73.Ernest Dichter’s motivational research methodology allowed for researchers to searchdeep within the consumer’s psyche.(True; Difficulty 2, p. 27)74.Quantitative research is descriptive in nature and is used to understand the effects ofvarious promotional inputs on the consumer, making it easier to predict consumer behavior.(True; Difficulty 2, p. 27)75.Qualitative research studies are conducted by highly trained interviewers who analyzethe findings; thus, the findings tend to be somewhat objective.(False; Difficulty 2, p. 27)76.Qualitative research findings are usually generalized to the larger population. (False; Difficulty 1, p. 27)77.Quantitative and qualitative research are complimentary in nature.(True; Difficulty 1, p. 28)78.If the purpose of a study is to come up with ideas for the next Campbell’s soup adcampaign, then a qualitative study is usually undertaken.(True; Difficulty 2, p. 28)79.Upon conducting a research study, primary data is collected before secondary data. (False; Difficulty 1, p. 30)80.Secondary research findings sometimes provide sufficient insight into the problem athand to eliminate the need for primary research.(True; Difficulty 2, p. 30)81.An important source of primary data is the company’s own balance sheets, salesfigures and inventory records.(False; Difficulty 2, p. 31)82.The so-called “80/20 rule” states that, generally, a relatively small percentage of allcustomers accounts for a disproportionately small portion of the company’s sales and profits.(False; Difficulty 2, p. 32)83.The best way to gain an understanding of the relationship between the customer andthe products is by observation.(True; Difficulty 2, p. 32)84.It is possible to test the relative sales appeals of many types of variables, such aspackage designs, prices, promotional offers or copy themes, through a qualitative method known as experimentation.(True; Difficulty 2, p. 34)85.The survey method lowest in cost is telephone surveys.(False; Difficulty 1, p. 35, table 2-4)86.Interviewers get an excellent response quality when conducting telephone surveys. (False; Difficulty 2, p. 35, table 2-4)87.More respondents are less willing to interact with an electronic voice than with a liveinterviewer when conducting telephone surveys.(True; Difficulty 3, p. 36)88.A study is said to have validity if the same questions, asked of a similar sample,produce the same findings.(False; Difficulty 1; p, 36)89.The primary data collection method for quantitative research is the questionnaire. (True; Difficulty 1, pl.36)90.Open-ended questionnaires yield more insightful information and are less difficult toanalyze than close-ended questionnaires.(False; Difficulty 2, p. 37)91.Behavior intention scales measure the likelihood that consumers will act in a certainway in the future, such as buying the product again or recommending it to a friend. (True; Difficulty 1, p. 37)92.Depth interviews are designed to encourage respondents to talk freely about theiractivities, interests, and attitudes in addition to the product category under study. (True; Difficulty 1, p. 39)93.When conducting focus groups, respondents are recruited on the basis of a randomlydrawn sample and are paid a fee for their participation.(False; Difficulty 2, p. 39)94.Incomplete sentences, untitled pictures, ink blots and word association tests areprojective techniques used to uncover the underlying motives of individuals. (True; Difficulty 2, p. 40)95.The use of one form of expression to describe feelings about another is called ametaphor.(True; Difficulty 3, p. 40)96.Judgement samples are used to select population members who, according to theresearcher, are a good source for accurate information.(True; Difficulty 2, p. 43, table 2-6)97.Interviewing the correct target market or potential target market is basic to thereliability of the study.(False; Difficulty 3, p. 43)98.If a researcher wants findings to be projectable to the total population, then a non-probability sample is chosen.(False; Difficulty 2, p. 43)99.The larger the sample, the more likely the responses will reflect the total universeunder study.(True; Difficulty 2, p. 43)100.The size of the sample is dependent both on the size of the budget and on the degree of confidence that the marketer wants to place in the findings.(True; Difficulty 3, p. 43)Essay Questions:pare customer research and marketing research on respondents’ level of involvement and expectations.In customer research studies, respondents’ leve l of involvement is increased because the research usually indicates that the data collected will be used to improve the company’s offerings. Therefore, respondents tell researchers about the problems and expect corrective action.In marketing research s tudies, the respondents’ level of involvement is generally low. (Difficulty 3; p. 26, table 2-1)pare customer research and marketing research on sample size and the researcher’s attitude toward the respondents.In customer research, the survey is an opportunity to build relationships with customers, and as many as possible are contacted. Respondents expect the researcher to know their usage habits concerning the company’s product or service.In marketing research, a sufficient number of respondents are contacted to achieve statistical validity at a given confidence level; therefore, when approached, respondents do not expect the researcher to know anything about them.(Difficulty 3, p. 26, table 2-1)103.Give an example of a research objective where qualitative research methods would be appropriate to use.The student must give an appropriate example such as a study to come up with new ideas for products or promotional campaigns in which respondents will probably be interviewed face to face, or as part of a focus group.(Difficulty 2, p. 29)104.What is secondary data? Give an example of a set of secondary data, and name a source of secondary data.Secondary data is any data that has been generated originally for some purpose other than the study at hand. It could be generated by outside organizations, such as the U.S. Census Bureau or the Nelisen Company. An example of a set of secondary data could be the number of males between the ages of 18 and 24 in a certain geographic area (many other examples may be cited).(Difficulty 1; p. 30)105.What is customer profitability, or the “80/20 rule”, and how does it relate to Customer Lifetime Value?The 80/20 rule states that generally, a relatively small number of customers, 20%, accounts for the majority of the company profits. Many companies today are beginning to realize the impact of this rule on their businesses. As a result, marketers are trying to develop systems that identify profitable customers and form long-term relationships with them, and reduce spending on, or even eliminate, less valuable customers. This strategy calculates an estimated lifetime value of each customer by using data the company has or acquires.(Difficulty 3; p. 32)106.What is observational research, and why is it used?Observational research is an important quantitative research method that gives an in-depth understanding of the relationship between people and products by watching them in the process of buying and using products.Researchers are trained to observe people or videotape them as they interact with the products they use or as they browse stores and malls. This gives researchers a unique insight that allows highly trained researchers to analyze people’s actions and uncover the relationships they have with their products.(Difficulty 2; p. 32)pare the advantages and disadvantages of mail, personal interview and online surveying in terms of cost, speed, and quality of response.Online surveying is probably the least costly followed by mail. The most expensive form of surveying is personal interviewing because it requires that trained interviewers conduct one-on-one interviews.The fastest form of surveying is online, followed by both mail and personal interview. The highest quality of responses comes from personal interviews, where if a question or response is unclear, it may be clarified on the spot. The quality of response is also high in online surveying, followed by mail, which yields generally limited quality.(Difficulty 2, p. 35, table 2-4)108.Talk about research validity and reliability.。