Consumer Behavior

Part A: Answer each of the following questions in a composition of 10 to 20 sentences. Each answer is worth 20 points.

1. Explain the relationship between the marketing concept, the consumer life cycle, and the role of Customer Touchpoint Management.

2. How does the emerging "Buy American" trend reflect the value-expressive function of consumer attitudes?

3. How does a consumer's level of involvement in the decision process influence the degree of effort he or she exerts in purchasing a particular product or service?

Part B: Answer each of the following items in two or three sentences. Each response is worth 4 points.

1. How does the VALS system of psychographic segmentation define Experiencers?

2. In what sense is word of mouth considered limitless?

3. Why would depicting a family reunion in an ad for a long-distance phone service directed to the Hispanic-American subculture be considered appropriate?

4. Why are composite-variable indexes more accurate indicators of social class than single-variable indexes?

5. How can understanding the influence of generational cohorts assist marketers in developing promo-tional strategies?

6. Why do Crest toothpaste ads frequently contair an endorsement by the American Dental 1. Association?

7. How does the differential threshold or just-noticeable-difference in consumer perception influence the decision of clothing retailers contemplating a markdown to enhance sales?

8. Gerber foods has, throughout its history, relied on a concentration targeting strategy, What are the advantages and disadvantages of this approach?

9. What characteristics typically distinguish the early majority group of new product adopters from early adopters?

10. What two strategies might a consumer who recently purchased an Android-based tablet employ to resolve doubts regarding his or her decision?