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Copyright 2011 Pearson Australia (a division of Pearson Australia Group Pty Ltd) 9781442525207/Solomon/Marketing/2nd

edition
1
CHAPTER 4

MARKETING CONCEPTS: TESTING YOUR KNOWLEDGE

1. Is consumer behaviour still relevant in the Internet Age? Does the internet
provide all the sources of information the consumer needs to move on to the
next step in the decision-making process?







2. What makes it so important for marketers to understand consumer
behaviour?





3. Explain, using practical examples, habitual decision making, limited problem
solving and extended problem solving. What is the role of perceived risk in
the decision process?







4. Why do business-to-business markets differ from consumer markets? Do
these differences affect marketing strategies, or can marketers just use the
same ones with slight modifications?







5. Involvement levels are important in consumer behaviour theory, but do you
think that industry (business buyers) feels the same way? Explain by using
the example of the fast-food or fashion industry.








Copyright 2011 Pearson Australia (a division of Pearson Australia Group Pty Ltd) 9781442525207/Solomon/Marketing/2nd
edition
2
MARKETING PRACTICE: APPLYING WHAT YOU HAVE LEARNED

1. As chief marketing consultant for Optus you have been asked by the chief
marketing officer to describe what you think would be the best stage in the
business buying decision process to target for sales of mobile phones to
small businesses. What would you say, and why?









ADDITIONAL QUESTIONS

1. Family life cycle p121: Using the product category of automobiles, identify the
types of cars that are likely to be purchased in the various stages of the family life
cycle.





2. Culture p123: What are the core values of your culture? How do these core
values affect your behaviour as a consumer?




3. Reference groups and conformity p125: Consumers often buy products because
they feel pressure from reference groups to conform. Does conformity exert a
positive or negative influence on consumers?



4. Buying centre p137: Describe a group decision where multiple people played
different roles in the decision process (e.g. a family vacation). What were some of
the challenges faced in the decision process?



5. Consumer decision making and B2B buying situations p108 and p136:
Compare the various B2B buying tasks with consumer decision processes. What
similarities are there?