Assignment 3

Instructions

Part 1 covers chapters 9 and 10 and part 2 covers chapters 11, 12 and 13.

In your answer, please identify the question (Question #), then copy and paste the question itself.

Following that, provide your answer. Answer every question thoroughly. “Cut and paste”

answers from the textbook or any other source are not acceptable. Phrase the answer in your

own words as much as possible. Obviously, that excludes marketing and social psychological

concepts that you need to us as they are. Working this way on this assignment will help you to

study the material deeply and make it your own. Also, if a question asks you to provide an

example do not skip that part.

To answer the questions in this assignment, use the course textbook only.  You are encouraged to study

with other members of the class, but your assignment ought to be written independently.

Assignment 3 Part 1

1. What types of reference groups affect consumer decisions? How credible they are perceived

by the consumer?

2. Present and explain each factor affecting reference group influence.

3. How endorsers, spokespersons, and celebrities affecting consumer decision? How credible are

they considered by the consumer. Explain for each, separately.

4. Describe and explain the characteristics and motives of opinion leaders.

5. What strategies used to encourage WOM in social networks, brand communities, weblogs, and

taking advantage of viral marketing? Address each separately.

6. Parents as socialization agent: Explain how parental style and supportive rules affecting

children consumer behavior.

7. Describe family decision making, especially husband and wife roles, and children’s

involvement.

8. Family life cycle stages: Describe each thoroughly with emphasis on consumer behavior in

each.

9. Describe the uniqueness of consumer behavior in nontraditional families and non-families

households.

10. Identify and describe the main characteristics of social classes in the US.

Assignment 3 Part 2

1.Explain the difference between beliefs, values, and customs.  Give examples of each.

2. Explain each of the following: Formal, informal and technical learning, and enculturation and

acculturation. Explain how each is relevant to understanding consumer/buyer behavior and for

developing marketing strategies.

3. Describe in details all methods used to measure cultural values, including Rokeach survey.

4. American core cultural values: explain each and provide example of a marketing strategy

targeting each.

5. Describe the goals of green marketing.

6. Describe the three main ethnic subculture in the U.S. in detail.

1. For cross cultural analysis, answer the following questions:

a. What is cross cultural analysis?

b. What it meant to achieve?

c. To what global marketing (Product and communication) strategic options it may lead?

d. In which market conditions each is appropriate?

2. What questions/topics should be raised in cross-cultural study?

3. In considering localization versus standardization, explain the adverse effects of local

cultures, language, the acceptance of advertising messages, legal barriers, and positive or

negative attitude toward global brands.

4. In the section on Global marketing opportunity, outline the most intriguing statistics that

you encountered that did help you reshape the way you see the word market.

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