DISCUSSION ESSAY
- Does buying Kashi cereal satisfy a consumer’s functional or psychological needs? How might this information help a Kashi brand manager better promote the product?
- When consumers buy a new notebook computer, what sort of information search (internal versus external) would they conduct? If you were a marketing manager for Sony, how would you use this information?
- Explain the factors that affect the amount of time and effort a consumer might take when choosing an oral surgeon to get his or her wisdom teeth removed. How would your answer change if the consumer were looking for a dentist to get a cleaning? How should the office manager for a dental practice use this information?
- When evaluating different alternatives for a Saturday night outing at a fine restaurant, explain the difference between the universal set, the retrieval set, and the evoked set. From which set of alternatives will the consumer most likely choose the restaurant?
- What can retailers do to make sure they have satisfied customers after the sale is complete?
- Tazo makes a blend of exotic green teas, spearmint, and rare herbs into a tea called Zen. Using Maslow’s hierarchy of needs, explain which need(s) is (are) being fulfilled by this tea.
- Think about your last purchase either online or in a retail store. Were you presented with a nudge? If yes, what was the nudge? Did you make the purchase? If not, which item could have been presented to you as a nudge? Why did you choose this item?
- Trek has designed a new off-road bicycle designed to stand up to the rugged conditions of trail riding. Develop a theme for an advertising strategy that covers all three components of attitude.
- What can a marketer do to positively influence a situation in which a consumer is ready to buy but has not yet done so?
- Choose a retailer you visit frequently and identify how at least two factors of the sensory situation may affect your behavior.
