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Consumer Behavior: Response Principles

Please assist with the following questions:

1. You are a marketing manager of a very innovative washing machine. The product has all the continuous improvements including a computer chip that regulates water temperature. Of course the retail price is very high. Your boss wants you to recommend what type of family types within the family life cycle to target. What is your recommendation and why.

2. A restaurant has hired you as a consultant to identify opinion leaders in the community. They want you to show them how to reach these opinion leaders and the marketing techniques to get them to the restaurant and to make sure they have a positive experience. Explain how you would proceed.

3. Research shows that children under 12 purchase products that are targeted towards teenagers (over 14 years of age). Explain why.

4. Culture helps marketers sell product by the use of cultural rituals and artifacts. How does this help watch companies sell watches.

5. You are the marketing manager for a winery that has been extremely happy with an ad campaign that focuses on friends drinking your wine in an informal setting. Please share your thoughts/ideas of why the winery has had this success..

6. You are the marketing manager for Sony. You are ready to introduce a very innovative digital camera. Explain the product characteristics that need to use in order for the product to be quickly diffused through the market.

7. According to market research, African-Americans drive 46% of the BMW's which are registered in New York City. But, BMW does not advertise on the Number 1 radio station for African-Americans in the area and claims they are not discriminating against African-Americans. What do you think are some of the reasons BMW gives for their action?

Solution Preview

1. You are a marketing manager of a very innovative washing machine. The product has all the continuous improvements including a computer chip that regulates water temperature. Of course the retail price is very high. Your boss wants you to recommend what type of family types within the family life cycle to target. What is your recommendation and why.

Since, I am the marketing manager of a very innovative washing machine, an expensive machine and technologically advanced, I should be targeting the coupling stage. In this stage there are young people that have achieved financial independence and are trying to form a new family and a new way of life. At the same time they are committed to a relationship with a new family. As this time the persona are trying to make a lifestyle statement. New relationships with the in laws are being formed.

In addition, these are young upwardly mobile persons that have agreed to enter into a new relationship. They have finances and are open to new ideas so these persons are more likely to purchase a highly priced washing machine with innovative features. In addition, when these people form a new home they are looking for new appliances and are also seeking to make a lifestyle statement. The purchase of an innovative washing machine at the coupling stage is an appropriate purchase. So, the type of persons that are being targeted at the coupling stage are those that are setting up new households.

2. A restaurant has hired you as a consultant to identify opinion leaders in the community. They want you to show them how to reach these opinion leaders and the marketing techniques to get them to the restaurant and to make sure they have a positive experience. Explain how you would proceed.

In general, those that lead the community in different fields are opinion leaders, they make speeches, they blog actively, engage in discussion boards and are involved in social networking. These can be identified from their visibility in the community. Usually, the opinion leader is an active media user and who translates media messages for others that use media less. What is important is that these persons are held ...

Solution Summary

The solution presents a paragraph or two for each of the seven consumer behavior situations. Realistic examples are included in each. The responses are thoughtful and realistic.

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