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Module 1, Activity 2: The Internet and Consumer Behaviour
In this forum, post your comments about the following topics:
Reflecting on your reactions to the reading and above questions, post your comments on the following reflective question here.
What do you envision will happen to the field of consumer research within the next 10 years? Will customer satisfaction still form a major frame of reference for marketers, especially for your chosen product market?
Module 2, Activity 1: Motivation and Consumer Involvement
Consider how marketers appeal to tire consumers in Canada and the United States and how well they cater to those who are exhibiting situational involvement in their product offerings.
Explore www.canadiantire.ca. (Under “Departments” at the top of the page select “Tires & Wheels.”)
Look at other sites, including those of manufacturers such as Michelin: http://www.michelin.ca/. (Watch the TV commercials if available, especially the classic “Canadian Police Chase” commercial which Midas, not normally thought of a tire seller, uses to capture a share of the crowded Canadian snow tire market:
Also, explore the United States Michelin site: http://www.michelinman.com/.
Post your observations of how tire retailers and manufacturers are appealing to consumers in terms of Maslow’s Hierarchy of Needs. Cite specific examples (briefly describe in addition to providing a URL since web ads change frequently), identifying the motivational needs that are being appealed to. Comment on any differences between Michelin’s Canadian and United States sites and why those exist.
Also comment on how well the websites serve the needs of consumers who have taken the time to visit the site and are likely involved in making a purchase decision. Is there readily available information that enables consumers to compare product offerings?
Consider how your clothing preferences differ from those of your friends. What personality traits might explain why your preferences are different from those of your friends? Reflect and post your thoughts to this forum. Read postings from other students and exchange observations as warranted.
Module 2, Activity 5: Consumer Lifestyle and Psychographics
You will be taking two personality-related surveys that can provide an indication of your lifestyle and values. Before beginning, refer back to the work of Karen Horney, a non-Freudian personality theorist, who came up with the compliant, aggressive, and detached CAD classifications. As you take each survey, note in your journal some of the questions that elicit responses relating to Horney’s groupings.
Go to the SBI website to determine your own VALS typology— http://www.strategicbusinessinsights.com/vals/presurvey.shtml.
Next, for a more Canadian point of view, go to the Environics social values survey at http://tribes.environics.ca/. Your responses will classify you into one of the 12 “tribes” described in Figure 4-16 on pages 132–133. Post your comments here and discuss your view about the negative and positive approach to lifestyle segmentation.
Note: This Environics survey seems to be under construction.
In the meantime, look at the mentioned figure in the textbook and classify yourself into one of the tribes (without the survey). Justify your assessment.
After reading, consider the following question and post your thoughts to the forum.
Do you believe that marketers have the right to use any or all-public spaces to deliver product messages? Where would you draw the line in terms of places and products that should be restricted?
Through the TRU library (online databases), find three articles about products that have been repositioned. Select at least one of these articles and post the citation and a brief description/summary giving the reasons for the repositioning effort, the techniques employed, and whether the desired results were achieved. If another student has posted on an article that you have read, see if your conclusions are similar.
Make a list of three commercials that have used popular songs. Post why you think the advertiser chose to include these songs in the commercial. Describe each of the target markets the advertiser is trying to reach.
Hint: If you’re stuck, try a Google search using key words like “popular songs ads” or take a peek at what others have posted for this activity and add your comments.
Provide a description, and a URL link, digital photo, or scanned image of at least one example of a magazine or newspaper advertisement for each of the four functions of attitudes:
Post these here. If you’re stuck, visit sites like www.adflip.com (includes historical ads back to the 1940s).
Include observations and remarks in your postings about how each function is employed in the advertising message, and respond to some postings of other students.
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