Perreault−McCarthy: Basic
Marketing: A
Global−Managerial
Approach, 14/e- Behavior Dimensions of
the Consumer Market
Text © The McGraw−Hill
Companies, 2002180 Chapter 6
- What social class would you associate with each of
the following phrases or items? In each case, choose
one class if you can. If you can’t choose one class but
rather feel that several classes are equally likely,
then so indicate. In those cases where you feel that
all classes are equally interested or characterized by
a particular item, choose all five classes.
a. A gun rack in a pickup truck.
b. The National Enquirer.
c.New Yorkermagazine.
d.Working Womanmagazine.
e. People watching soap operas.
f. Jaguar automobile.
g. Men who drink beer after dinner.
h. Families who vacation at a Disney theme park.
i. Families who distrust banks (keep money in
socks or mattresses).
j. Owners of pit bulls. - Illustrate how the reference group concept may ap-
ply in practice by explaining how you personally are
influenced by some reference group for some prod-
uct. What are the implications of such behavior for
marketing managers? - Give two examples of recent purchases where the
specific purchase situation influenced your purchase
decision. Briefly explain how your decision was af-
fected.
13. Give an example of a recent purchase in which you
used extensive problem solving. What sources of
information did you use in making the decision?
14. On the basis of the data and analysis presented in
Chapters 5 and 6, what kind of buying behavior
would you expect to find for the following products:
(a)a haircut, (b)a dishwasher detergent, (c)a
printer for a personal computer, (d)a tennis racket,
(e)a dress belt, (f)a telephone answering machine,
(g)life insurance, (h)an ice cream cone, and (i)a
new checking account? Set up a chart for your an-
swer with products along the left-hand margin as
the row headings and the following factors as head-
ings for the columns: (a)how consumers would shop
for these products, (b)how far they would travel to
buy the product, (c)whether they would buy by
brand, (d)whether they would compare with other
products, and (e)any other factors they should con-
sider. Insert short answers—words or phrases are
satisfactory—in the various boxes. Be prepared to
discuss how the answers you put in the chart would
affect each product’s marketing mix.
15. Review the Go-Gurt case that introduces this chap-
ter, and identify which of the key terms (that appear
in red) from the text of the chapter that you think
are illustrated in the case. Write down each
key term you identify and briefly explain how it is
illustrated.
Suggested Cases- McDonald’s “Seniors” Restaurant
- Pillsbury’s Häagen-Dazs
9. SleepyTime Motel - Runners World
Computer-Aided Problem6.Selective Processes
Submag, Inc., uses direct-mail promotion to sell mag-
azine subscriptions. Magazine publishers pay Submag
$3.12 for each new subscription. Submag’s costs include
the expenses of printing, addressing, and mailing each
direct-mail advertisement plus the cost of using a mail-
ing list. There are many suppliers of mailing lists, and
the cost and quality of different lists vary.
Submag’s marketing manager, Shandra Debose, is try-
ing to choose between two possible mailing lists. One
list has been generated from phone directories. It is less
expensive than the other list, but the supplier acknowl-
edges that about 10 percent of the names are out-of-date
(addresses where people have moved away.) A compet-
ing supplier offers a list of active members of professional
associations. This list costs 4 cents per name more than
the phone list, but only 8 percent of the addresses are
out-of-date.
In addition to concerns about out-of-date names, not
every consumer who receives a mailing buys a subscrip-
tion. For example, selective exposureis a problem. Some
target customers never see the offer—they just toss out
junk mail without even opening the envelope. Industry
studies show that this wastes about 10 percent of each