What purchasing decisions have you been able to influence in your family and why? Is marketing to children a good idea? If not, what if one of your competitors was successful at it? Would it change your opinion?
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- Being first to market can be an advantage and a disadvantage. Provide at least one reason for each.What is consumerism? What rights do consumers haveand why do some critics of marketing feel buyers needmore protection?What do you mean by target market and market share? How do you determine market share?
- What are the market segments? How would you plan on choosing your target markets and why?What is your experience as a customer or consumer regarding the three buying situations: straight rebuy, modified rebuy, and new buy? And how did the buying situation pertain to your experience as a customer or consumer?what should the firm do if customers want to purchase a product that is not only bad for them (eg. tobacco, alcohol, or fast food) but is also bad for society (eg- higher health-care costs)?
- Define the consumer market and describe the four major sets of factors that influence consumer buyer behavior. Which characteristics influenced your choice when deciding on the school you would attend? Are those the same characteristics that would influence you when deciding what to do on Saturday night? Explain.Think about a recent purchase that you made, and describe how economic and social environmental factors (e.g., reference group, family, and culture) influenced your buying decision?Why is it necessary to focus only on a particular segment of the market rather than try to sell to everyone?