• Home
  • Textbooks
  • Integrated Advertising, Promotion, and Marketing Communications
  • Buyer Behaviors

Integrated Advertising, Promotion, and Marketing Communications

Kenneth E. Clow, Donald E. Baack

Chapter 3

Buyer Behaviors - all with Video Answers

Educators

Chapter Questions

Problem 1

What is the first step in the information search when a consumer decides that they need to make a purchase and there are alternatives open to them?

Check back soon!
03:09

Problem 2

What is "level of motivation" and what are the three factors that determine it?

Asma Venkitta
Asma Venkitta
Numerade Educator

Problem 3

Distinguish between cognitive and conative components as part of an assessment of consumer attitudes. Give examples of each.

Check back soon!
03:48

Problem 4

What are the key factors that are said to affect a person's values?

Sharon Edamala
Sharon Edamala
Numerade Educator
01:43

Problem 5

Define the term "opportunity cost."

Ameer Said
Ameer Said
Numerade Educator

Problem 6

Why is repetition so important for marketing messages? Would they work without repetition?

Check back soon!

Problem 7

In relation to an individual's evoked sets, distinguish between inept and inert sets.

Check back soon!

Problem 8

What is meant by affect referral? When is a person likely to rely on such a cognitive approach to evaluating purchasing alternatives?

Check back soon!
01:21

Problem 9

What new trends in the consumer buying environment affect consumer purchasing decisions?

Pragya Ahuja
Pragya Ahuja
Numerade Educator
03:38

Problem 10

Name and describe the five roles played in a buying center.

Oluwadamilola Ameobi
Oluwadamilola Ameobi
Numerade Educator

Problem 11

What organizational and individual factors affect members of the business buying center?

Check back soon!
01:33

Problem 12

Describe the three main forms of business-to-business sales.

James Kiss
James Kiss
Numerade Educator
02:19

Problem 13

Name the steps in the business-to-business buying process.

Jennifer Stoner
Jennifer Stoner
Numerade Educator

Problem 14

Describe dual channel marketing and explain why it is important to a company’s well-being.

Check back soon!

Problem 15

Compulsive buying and/or shopping takes place when a person becomes obsessed with making purchases, many of which are unnecessary or impractical. For college students and other individuals with compulsive buying behaviors, a primary influence is the family. Often one or both parents are compulsive shoppers. Families that display other forms of dysfunctional behaviors-such as alcoholism, bulimia, extreme nervousness, or depression-tend to produce children who are more inclined to exhibit compulsive shopping behaviors. Why do dysfunctional behaviors among parents produce compulsive shopping behavior among children? Another component of compulsive buying behaviors is self-esteem. Again, self-esteem is partly inherited, but it also develops in the home environment. How would self-esteem be related to compulsive shopping behaviors? What influences other than family might contribute to compulsive shopping behaviors? If an individual has a tendency to be a compulsive shopper, what can (or should) be done?

Check back soon!

Problem 16

Examine the consumer decision-making process that is illustrated in Figure 3.1. Think of a recent highinvolvement purchase you made that involved every step in the process. Discuss each of the steps, especially the information search and evaluation of alternatives.

Check back soon!
01:23

Problem 17

Think about the ways you purchase products and consider a recent purchase that involved an external search. Discuss your ability to search, the need for cognition, your personal level of shopping enthusiasm, and the perceived costs versus the perceived benefits of the search. How much time did you spend in the external search, and what was the outcome?

Daniel Cisneros
Daniel Cisneros
Numerade Educator
06:00

Problem 18

Study the list of personal values presented in Figure 3.3. Identify the five most important to you. Rank them from first to last. Beside each value, identify at least one product you have purchased to satisfy those values. Explain how that good or service satisfied that value.

Jennifer Stoner
Jennifer Stoner
Numerade Educator
01:28

Problem 19

Review the three methods of evaluating alternatives. Briefly explain each method. For each of the following product categories, which method of evaluation would you use for your next purchase? Explain why.
a. Meal with your significant other at a dine-in restaurant
b. Auto service repair for your vehicle
c. Pair of jeans
d. Resort location for spring or winter break

Celine Ibrahim
Celine Ibrahim
Numerade Educator
06:20

Problem 20

Pick two of the product categories below. Identify brands in your evoked set, inept set, and inert set for that product category. Explain the rationale for the placement of each of the brands.
a. Quick service restaurants
b. Retail clothing stores
c. Grocery stores
d. Computers

Puneet Prajapati
Puneet Prajapati
Numerade Educator
02:39

Problem 21

What are the discernible consumer buying trends in your own country? Choose a product or service category and examine how trends have changed over the past few years. What has influenced these changes? Are the changes consumer-led, marketingled, or technological?

James Kiss
James Kiss
Numerade Educator

Problem 22

As a business and marketing advisor to a mediumsized business that tends to favor traditional forms of communication with their customers, outline how they could benefit from the communications revolution and how technology could have a positive impact on their sales and image. Take into account the fact that they may not even use email to a great extent. You should also assume that they do not have a website and cannot take payments electronically.

Check back soon!

Problem 23

A purchasing agent for a clothing manufacturer is in the process of selecting vendors to supply the materials to produce about 30 percent of its clothes. The clothing manufacturer employs about 300 people. As the audit nears completion, what factors are most important to the purchasing agent?

Check back soon!

Problem 24

Identify four brands you have used in a work environment that you also have purchased in your personal life. Discuss the dual channel marketing approach each of the brands use. Discuss the process that occurred in purchasing the product for personal use and the influence that using the brand in the work environment had on the purchase, or the reverse if you used it personally first.

Check back soon!

Problem 25

Consumers and businesses conduct external searches when they lack sufficient internal knowledge to make a wise decision. Assume you have $$\$ 150,000$$ to $$\$ 200,000$$ to spend on a sailboat. Locate four websites that sell sailboats. Select one in your price range. Discuss the external search process you used to arrive at a decision. Relate this process to the concepts of external search, consumer attitudes, and consumer values presented in this chapter. Which method of evaluation did you use? Explain why.

Check back soon!
13:00

Problem 26

Almost everyone has an opinion about tattoos. Some attitudes are positive whereas others are negative. Few are neutral. Go to www.tattoos.com and examine the material there. Did this information modify your attitude toward tattoos? What factors on the website influenced your attitude? Find at least one additional website of a company that offers tattoos. Provide the URL for the site and discuss the components of the website in terms of which components of attitude it is trying to influence: cognitive, affective, or conative.

Diane Koenig
Diane Koenig
Numerade Educator
03:45

Problem 27

Go to the authors' website at clowbaack.net/video/ ads.html. Choose one of the television ads. Which component of an attitude is the primary focus of the ad? Justify your answer. Which consumer value is being emphasized? Justify your answer. For the evaluation of alternatives, which method of evaluation would be used by most consumers? Explain why. Which one of the trends in the consumer buying environment identified in the text does the ad target? Explain why. (Be sure to identify which ad you watched in your response.)

Jennifer Stoner
Jennifer Stoner
Numerade Educator

Problem 28

Go to the authors' website at clowbaack.net/video/ads .html. Watch the two advertisements for NOLA, The Times-Picayune. For each ad identify the component of attitude that you think is the primary focus and the personal value being emphasized. Justify your choice. Who do you think is the target audience for these two ads? Explain why. Which of the two ads did you like the best? Why? Were the ads effective? Why or why not?

Check back soon!
02:46

Problem 29

According to Nielsen, the majority of people are willing to pay more for foods with health attributes: 94 percent in Latin America, 93 percent in AsiaPacific, 92 percent in the Middle East and Africa, 79 percent in Europe, and 80 percent in North America. Research your own country and summarize the following:
a. Trends in healthy eating
b. Approximate price differential
c. Whether they are locally or globally supplied

Jonathon Brumley
Jonathon Brumley
Numerade Educator
01:42

Problem 30

Brands will often focus on cognitive, affective, or conative triggers. In each of the following cases, identify which of the three is being used to appeal to consumers. Explain why.
a. International Red Cross and Red Crescent Movement (www.ifrc.org)
b. Aunt Bessie's (www.auntbessies.co.uk)
c. UNIQLO (www.uniqlo.com)
d. IKEA (www.ikea.com)

Tanner Fonjweng
Tanner Fonjweng
Numerade Educator

Problem 31

A member of the buying center has been asked to gather information about possible shipping companies for international shipments. Visit the following websites. What companies have the most appealing websites? Beyond online materials, what additional information do they need to supply to the buying center in order to win the contract?
a. ABC India Limited (www.abcindia.com)
b. SR International Logistics, Inc. (www.srinternational .com)
c. Allison Shipping International (wwwallisonshipping .com)
d. Shipping International (www.shippinginternational .com)

Check back soon!

Problem 32

Access the authors' blog for this textbook at the URLs provided to complete these exercises. Answer the questions posed on the blog.
Jeep: blogclowbaack.net/2014/05/07/jeep-chapter-3/

Check back soon!

Problem 33

Access the authors' blog for this textbook at the URLs provided to complete these exercises. Answer the questions posed on the blog.
Olive Garden: blogclowbaack.net/2014/05/07/ olive-garden-chapter-3/

Check back soon!

Problem 34

Access the authors' blog for this textbook at the URLs provided to complete these exercises. Answer the questions posed on the blog.
Consumer behavior, buying process: blogclowbaack .net/2014/05/07/consumer-behavior-chapter-3/

Check back soon!
00:25

Problem 35

Discuss the reasoning behind customers’ choices based on the information provided in this chapter

Sam Limsuwannarot
Sam Limsuwannarot
Numerade Educator

Problem 36

Identify the factors that attract different types of customers to markets.

Check back soon!

Problem 37

How should customers make final choices?

Check back soon!

Problem 38

What should customers say to the selling community whose market is not chosen?

Check back soon!

Problem 39

Discuss the reasoning behind each team’s choice based on the information provided and the individual factors outlined in this chapter.

Check back soon!

Problem 40

Identify the factors that favor each team and the factors that are a challenge for the company.

Check back soon!
01:13

Problem 41

How should Nevzat Aydin make the final choice, given such a great divergence in opinion exists?

Srikar Katta
Srikar Katta
Numerade Educator

Problem 42

What should Nevzat Aydin say to the team members whose preferred option is not chosen?

Check back soon!

Problem 43

Describe each of the trends in the consumer behavior environment. Discuss the impact that each trend has on clothing purchases, especially current fashions.

Check back soon!

Problem 44

Identify and define the factors that affect the amount of time consumers spend in conducting an external search. Suppose you wanted to purchase a boat (sailboat, powerboat, or fishing boat). Discuss each of the factors that would affect your external search process in the purchase of the boat. Explain why.

Check back soon!