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    End of Chapter Questions Chapter 1

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    Nguyễn Mon
    This chapter discusses how people play different roles in life and how their consumption behaviors may differ based on the role they are playing. It provides end of chapter questions to help students reflect on key concepts from the chapter. The questions cover topics such as how roles influence consumption, whether consumer behavior research should be pure or applied science, how products can build social bonds between groups, issues of privacy regarding customer data collection, the consumer decision process, marketing ethics, positivist vs interpretivist research approaches, how different professions may be interested in aspects of consumer behavior, whether marketers can control desires or create needs, and debates around music sharing and responding to negative ads online.

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    End of Chapter Questions Chapter 1

    Uploaded by

    Nguyễn Mon
    105 views2 pages
    This chapter discusses how people play different roles in life and how their consumption behaviors may differ based on the role they are playing. It provides end of chapter questions to help students reflect on key concepts from the chapter. The questions cover topics such as how roles influence consumption, whether consumer behavior research should be pure or applied science, how products can build social bonds between groups, issues of privacy regarding customer data collection, the consumer decision process, marketing ethics, positivist vs interpretivist research approaches, how different professions may be interested in aspects of consumer behavior, whether marketers can control desires or create needs, and debates around music sharing and responding to negative ads online.

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    This chapter discusses how people play different roles in life and how their consumption behaviors may differ based on the role they are playing. It provides end of chapter questions to help students reflect on key concepts from the chapter. The questions cover topics such as how roles influence consumption, whether consumer behavior research should be pure or applied science, how products can build social bonds between groups, issues of privacy regarding customer data collection, the consumer decision process, marketing ethics, positivist vs interpretivist research approaches, how different professions may be interested in aspects of consumer behavior, whether marketers can control desires or create needs, and debates around music sharing and responding to negative ads online.

    Copyright:

    © All Rights Reserved
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    105 views2 pages

    End of Chapter Questions Chapter 1

    Uploaded by

    Nguyễn Mon
    This chapter discusses how people play different roles in life and how their consumption behaviors may differ based on the role they are playing. It provides end of chapter questions to help students reflect on key concepts from the chapter. The questions cover topics such as how roles influence consumption, whether consumer behavior research should be pure or applied science, how products can build social bonds between groups, issues of privacy regarding customer data collection, the consumer decision process, marketing ethics, positivist vs interpretivist research approaches, how different professions may be interested in aspects of consumer behavior, whether marketers can control desires or create needs, and debates around music sharing and responding to negative ads online.

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    © All Rights Reserved
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    End of Chapter Questions: Chapter 1

    This chapter states that people play different roles and that their consumption
    behaviours may differ depending on the particular role they are playing. State
    whether you agree or disagree with this perspective, giving examples from your
    personal life. Try to construct a stage set for a role you playspecify the props,
    costumes and script that you use to play a role (e.g. job interviewee,
    conscientious student, party animal).

    Some researchers believe that the field of consumer behaviour should be a pure
    rather than an applied science. That is, research issues should be framed in terms
    of their scientific interest rather than their applicability to immediate marketing
    problems. Give your views on this issue.

    Name some products or services that are widely used by your social group. State
    whether you agree or disagree with the notion that these products help to form
    group bonds, supporting your argument with examples from your list of products
    used by the group.

    Although demographic information on large numbers of consumers is used in


    many marketing contexts, some people believe that the sale of data on customers
    incomes, buying habits and so on constitutes an invasion of privacy and should be
    stopped. Is Big Brother watching? Comment on this issue from both a consumers
    and a marketers point of view.

    List the three stages in the consumption process. Describe the issues that you
    considered in each of these stages when you made a recent important purchase.

    Some people ridicule the reference to marketing ethics and say its an
    oxymoron. If you found yourself on the end of a negative comment about
    marketing ethics, what would you say? Use the How to be ethical guide to

    work out if youre a consequentialist or a non-consequentialist. The guide will


    also help to improve your ethical sensitivity and prepare you for dealing with
    ethical dilemmas in the future.
    7

    State the differences between the positivist and interpretivist approaches to


    consumer research. For each type of inquiry, give examples of product
    dimensions that would be more usefully explored using one type of research over
    the other.

    What aspects of consumer behaviour (age, social class, lifestyles, culture) are
    likely to be of interest to a financial planner? To a university administrator? To a
    graphic arts designer? To a social worker in a government agency? To a nursing
    instructor?

    Do marketers have the ability to control our desires or the power to create needs?
    Is this situation changing as the Internet creates new ways to interact with
    companies? If so, how?

    10 Many university students share music by downloading clips from the Internet. Is
    this stealing?
    11 Go to YouTube and search out some anti-ads, in particular, check out the Tahoe
    Anti-Ad < http://au.youtube.com/watch?v=4oNedC3j0e4>. If you were the
    marketing manager for Chevrolet, how would you have responded to the negative
    ads that spread across the internet when they gave consumers the opportunity to
    make their own ads.

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