29 Jun MARKETING 410-List three dimensions that describe the self-concept.
Question
Consumer behavior (11th)
7-1 List three dimensions that describe the self-concept.
7-2 Compare and contrast the real versus the ideal self. List three products for which a person is likely to use each type of self as a reference point when he or she considers a purchase.
7-3 How might the “digital self” differ from a consumer’s self-concept in the real world, and why is this difference potentially important to marketers?
7-4 Have ideals of beauty in the United States changed during the past 50 years? If so, how? What is fattism?
7-5 How did tattoos originate?
7-6 At the end of the day, are you what you buy?
7-7 Shopping for back-to-school “basics” used to mean T-shirts. Jeans, socks, and some notebooks. Now, many parents have a new item to add to the list: tattoos. About 45 percent of parents polled say that hair highlights, teeth whitening, and even tattoos are among the items they will buy their kids to go back to school. What age is appropriate for kids to get these grownup additions?
7-9 Construct a “consumption biography” of a friend or family member. Make a list of or photograph his or her favorite possessions, and see if you or others can describe this person’s personality just from the information provided by this catalog.
7-11 Find examples of self-esteem advertising. Evaluate the probable effectiveness of these appeals. Is it true that “Flattery gets you everywhere?”
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10-1 What is a subculture? How does it differ from a microculture?
10-2 What is the difference between a high-context and a low-context culture? What is an example of this difference?
10-3 Why is it difficult to identify consumers in terms of their ethnic subculture membership?
10-4 What is deethnicization? Give an example.
10-5 Why are Hispanic American consumers attractive to marketers?
10-6 What is acculturation? How does it differ from enculturation?
10-7 Who are acculturation agents? Give two examples.
10-8 Describe the processes involved when a person assimilates into a new host culture.
10-9 Why are Asian Americans an attractive market segment? Why can they be difficult for marketers to reach?
10-10 How can we equate consumers’ allegiance to some products as a form of religious observance?
10-11 How do religious subcultures affect consumption decisions?
10-12 What is an age cohort, and why is it of interest to marketers?
10-13 List three basic conflicts that teens face, and give an example of each.
10-14 How are Gen Yers different from their older brothers and sisters?
10-15 What are tweens and why are so many marketers interested in them?
10-16 What are some of the most efficient ways for marketers to connect with college students?
10-17 What are some industries that stand to benefit most from the increasing affluence and vitality of the senior market?
10-21 Geodemographic techniques assume that people who live in the same neighborhood have other things in common as well. Why do they make this assumption, and how accurate is it?
10-22 Some industry experts feel that it’s acceptable to appropriate symbols from another culture even if the buyer does not know their original meaning. They argue that even in the host society there is often disagreement about these meanings. What do you think?
10-38 Locate current examples of marketing stimuli that depend on an ethnic or religious stereotype to communicate a message. How effective are these appeals?
10-42 Find good and bad examples of advertising that targets older consumers. To what degree does advertising stereotype the elderly? What elements of ads or other promotions appear to determine their effectiveness in reaching and persuading this group?
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