1. Hispanics are one of the fastest growing market segments in the United States
ID: 2733746 • Letter: 1
Question
1. Hispanics are one of the fastest growing market segments in the United States. Yet it would be a mistake for marketers to generalize that all Hispanics are the same. Discuss how there may be multiple subsets of Hispanics and the marketing implications of this fact.
2. The chapter discusses a variety of research methodologies to examine consumers behaviors. Discuss some of these, focusing on the advantages and disadvantages of each.
3. What are some of the problems inherent with the use of psychoanalytic theory to understand consumer behaviors? Are there any positive benefits to taking this approach to studying consumers behavior?
4. Behavioral targeting has been attacked by many as an invasion of privacy. Describe what behavioral targeting is and the pros and cons of this ethical argument.
5. Marketers recognize that subcultures have an influence on consumer behaviors. Give examples of how various subcultures may impact ones buying decision.
6. Consumers experience different forms of problem recognition =. Explain each type of problem recognition and give an example of a purchase of this type.
7.the chapter discusses the role of neuroscience in understanding consumer behavior. Discuss what is meant by neuroscience and provide examples of how this field of study may be useful to consumer behavior.
8. how might ones social class influence his or her consumer behaviors? Give examples of products and/or services that might be influenced by social class standing
9.there has been controversy over the existence and impact or subliminal advertising for quite some time. Explain why. Why do you think this topic continues to hold so much interest?
10.explain the process of selective perception and the various ways in which consumers may filter information. What is the relevance of this for consumer behavior?
Explanation / Answer
1 there is no basis for assuming that Hispanic wants are homogeneous, that Hispanics do not share the full range of human wants found among nonhispanics, or that producers may devise a simplistic strategy to appeal to Hispanics.
Primary vs. secondary research methods. There are two main approaches to marketing. Secondary research involves using information that others have already put together. For example, if you are thinking about starting a business making clothes for tall people, you don’t need to question people about how tall they are to find out how many tall people exist—that information has already been published by the U.S. Government. Primary research, in contrast, is research that you design and conduct yourself. For example, you may need to find out whether consumers would prefer that your soft drinks be sweater or tarter.
Research will often help us reduce risks associated with a new product, but it cannot take the risk away entirely. It is also important to ascertain whether the research has been complete. For example, Coca Cola did a great deal of research prior to releasing the New Coke, and consumers seemed to prefer the taste. However, consumers were not prepared to have this drink replace traditional Coke
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