Due to the rise in the Internet and social media and networking sites, e-WOM has increased greatly. Marketers have constantly checked on reviews about their company and products online. Marketers should be aware while conducting an e-WOM campaign and how they use the internet technology so that they do not portray a deceptive image. Viral marketing is one of the key parts to e-WOM. It looks at the strategy that encourages an individual to pass on a good message about the company or a product to others that creates a positive growth for the company. A campaign must provide some specific standards and of interest to the receiver that shows valuable information that could go viral. Some companies adopt humor and jingles in their campaigns for it to become popular. Viral marketers must motivate people to share the information for the purpose of entertainment and acknowledgement or to help others.
Chapter 8 – Discussion Questions
Some consumer behavior researches maintain that the family rather than the individual should be the unit of analysis in consumer behavior. What are the advantages and disadvantages of using the family as the unit of analysis?
Firstly, the advantages of using family as a unit of analysis are, a product is often used by several members of the same family. For example; hand wash or detergent. Next, demographic variable such as social class will remain the same for all family members. Lastly, family members often have an influence on each other and also make purchase decisions together. Such as, a mother would always have a big influence on what the other family members eat because she is the one who buys food such as groceries for the family.
However, the disadvantages are that marketers must explore more on the consumption patterns and roles played by different family members because individuals purchase goods or services not families most of the time. It is also a very complex method to measure the decision-related interactions among different individuals in the family. To research the role of a child as a major influence and user of a product or service is also very difficult.
Chapter 10 – Discussion Questions
Give a consumer behavior example from your own experience of each of the following types of cultural learning: a. Formal learning
b. Informal learning
c. Technical learning
Three types of cultural learning includes; formal learning where the adults or an elder sibling teach a young family member values, moral and ethics. An example would be a parent teaching their child not to lie, cheat and betray. The next is informal learning in which an individual learns by imitating the behavior of selected people such as family, friends or even sporting heroes. This could be easily described as the society/media or friends influence most children or teenagers. Lastly, technical learning could be best described when a teacher advises and teaches the child in an educational environment about what is to be done, how and why. For example; simple manners such as greeting the teacher while he/she is walking pass by.
Chapter 11 – Discussion Questions
Discuss the importance of subcultures in segmenting the market for food products. Identify a particular product and show how it should be marketed differently to different ethnic groups.
Rice is one of the best examples to describe the food product that is served differently for different ethnic groups. Asians, mostly eat rice for their lunch as well as dinner. Rice is an essential food product that they consumer on a daily basis. KFC, could be used as an example; in some parts of the south east Asian countries such as Vietnam and India rice is served with the KFC fried chicken as a meal whereas in European countries this meal is not served because they east less rice.