Chapter No.

1. Describe the interrelationship between consumer research, market segmentation and targeting, and the development of the marketing mix for the manufacturer of HDTV sets. 2. Discuss the interrelationships among customer expectations and satisfaction, perceived value, and customer retention. Why is customer retention essential? 3. Discuss the role of social and behavioral sciences in developing the consumer decisionmaking model. 4. You are the marketing manager of Citibanks Online Banking Division. How would you apply the concepts of providing value and customer satisfaction and retention to designing and marketing effective online banking.

Chapter No. 2

1. What is the difference between primary and secondary research? Under what circumstances might the availability of secondary data make primary research unnecessary? What are some major sources of secondary data? 2. What are the advantages and limitations of secondary data? 3. A manufacturer of a new product for whitening teeth would like to investigate the effects of package design and label information on consumers perceptions of the product and their intentions to buy it. Would you advise the manufacturer to use observational research, experimentation, or a survey? Explain your choice. 4. Why might a researcher prefer to use focus groups rather than depth interviews? When might depth interviews be preferable? 5. How would the interpretation of survey results change if the researcher used a probability sample rather than a non probability sample? Explain your answer. 6. Why is observation becoming a more important component of consumer research? Describe two new technologies that can be used to observe consumption behavior and explain why they are better to use than questioning consumers about the behavior being observed.

Chapter No. 3

1. What is the difference between primary and secondary research? Under what circumstances might the availability of secondary data make primary research unnecessary? What are some major sources of secondary data? 2. How are market segmentation, targeting, and positioning interrelated? Illustrate how these three concepts can be used to develop a marketing strategy for a product of your choice. 3. Apply the five criteria for effective targeting to marketing a product of your choice to college students. 4. Discuss the advantages and disadvantages of using demographics as a basis for segmentation. Can demographics and psychographics be used together to segment markets? Illustrate your answer with a specific example. 5. Many marketers have found that a relatively small group of heavy users account for a disproportionately large amount of the total product consumed. What are the advantages and disadvantages of targeting these heavy users? 6. Under which circumstances and for what types of products should a marketer segment the market on the basis of (a) awareness status, (b) brand loyalty, and (c) usage-situation? 7. Some marketers consider benefit segmentation as the segmentation approach most consistent with the marketing concept. Do you agree or disagree with this view? Why? 8. Regent Seven Seas Cruises and Royal Caribbean International are two companies in the vacation and travel industry. After looking at their websites, describe the kind of consumers that each company is seeking to attract. Also, describe how either company can use demographics and psychographics to identify TV shows and magazines in which to place its advertisements. 9. How can a marketer for a chain of health clubs use the VALS segmentation profiles to develop an advertising campaign? Which segments should be targeted? How should the health club be positioned to each of these segments? 10. For each of the following products, identify the segmentation base that you consider to be the best one for targeting consumers: (a) coffee, (b) soups, (c) cell phones, and (d) designer sunglasses. Explain your choices.

Chapter No. 4 1. Discuss the statement marketers dont create needs; needs pre-exist marketers. Can marketing efforts change consumers needs? Why or why not? Can marketing efforts arouse consumer needs? If yes, how? 2. Consumers have both innate and acquired needs. Give examples of each kind of need and show how the same purchase can serve to fulfill either or both kinds of needs. 3. Why are consumers needs and goals constantly changing? What factors influence the formation of new goals? 4. How can marketers use consumers failures to achieve goals in developing promotional appeals for specific products and services? Give examples. 5. For each of the situations listed in question 3, select one level from Maslows hierarchy of human needs that can be used to segment the market and position the product (or the organization). Explain your choices. What are the advantages and disadvantages of using Maslows hierarchy in segmentation and positioning applications?

Chapter No. 5 1. How would you explain the fact that, although no two individuals have identical personalities, personality is sometimes used in consumer research to identify distinct and sizable market segments? 2. Contrast the major characteristics of the following personality theories: a) Freudian theory, b) neo-Freudian theory, and c) trait theory. In your answer, illustrate how each theory is applied to the understanding of consumer behavior. 3. Describe personality trait theory. Give five examples of how personality traits can be used in consumer research. 4. How can a marketer of cameras use research findings that indicate a target market consists primarily of inner-directed or other-directed consumers? Of consumers who are high (or low) on innovativeness? 5. Describe the type of promotional message that would be most suitable for each of the following personality market segments and give an example of each: (a) highly dogmatic consumers, (b) inner-directed consumers, (c) consumers with high optimum stimulation levels, (d) consumers with a high need for cognition, and (e) consumers who are visualizers versus consumers who are verbalizers. 6. Is there likely to be a difference in personality traits between individuals who readily purchase foreign-made products and those who prefer Americanmade products? How can marketers use the consumer ethnocentrism scale to segment consumers? 7. A marketer of health foods is attempting to segment a certain market on the basis of purpose. consumer self-image. Describe the four types of consumer selfone(s) would be most effective for the stated image and discuss which

Chapter No. 6
1. How does sensory adaptation affect advertising effectiveness? How can marketers overcome sensory adaptation? 2. Discuss the differences between the absolute threshold and the differential threshold. Which is more important to marketers? Explain your answer. 3. For each of these productschocolate bars and cerealsdescribe how marketers can apply their knowledge of differential threshold to packaging, pricing, and promotional claims during periods of (a) rising ingredient and materials costs and (b) increasing competition. 4. Does subliminal advertising work? Support your view. 5. How do advertisers use contrast to make sure that their ads are noticed? Would the lack of contrast between the advertisement and the medium in which it appears help or hinder the effectiveness of the ad? 6. What are the implications of figure-ground relationships for print ads and for online ads? How can the figure-ground construct help or interfere with the communication of advertising messages? 7. Why marketers are sometimes forced to reposition their products or services? Illustrate your answers with examples. 8. Why is it more difficult for consumers to evaluate the quality of services than the quality of products? 9. Discuss the roles of extrinsic cues and intrinsic cues in the perceived quality of: (a) wines, (b) restaurants, (c) cell phones, and (d) graduate education.

Chapter No. 7 1. How can the principles of (a) classical conditioning theory and (b) instrumental conditioning theory be applied to the development of marketing strategies? 2. Describe in learning terms the conditions under which family branding is a good policy and those under which it is not. 3. Neutrogena, the cosmetic company, has introduced a new line of shaving products for men. How can the company use stimulus generalization to market these products? Is instrumental conditioning applicable to this marketing situation? If so, how? 4. Which theory of learning (i.e., classical conditioning, instrumental conditioning, observational learning, or cognitive learning) best explains the following consumption behaviors: (a) buying a six-pack of Gatorade water, (b) preferring to purchase jeans at a Diesel Store, (c) buying a digital camera for the first time, (d) buying a new car, and (e) switching from one cell phone service to another? Explain your choices. 5. Define the following memory structures: sensory store, short-term store (working memory), and long-term store. Discuss how each of these concepts can be used in the development of an advertising strategy. 6. How does information overload affect the consumers ability to comprehend an ad and store it in his or her memory? 7. Discuss the differences between low- and high-involvement media. How would you apply the knowledge of hemispheric lateralization to the development of TV commercials and print advertisements? 8. Why are both attitudinal and behavioral measures important in measuring brand loyalty? 9. What is the relationship between brand loyalty and brand equity? What roles do both concepts play in the development of marketing strategies? 10.How can marketers use measures of recognition and recall to study the extent of consumer learning?