Expert answer:Consumer Behavior Case Studies, business and finan
Answer & Explanation:There are three different cases and I have attached each template for each case. consumer_behavior_case_application_papers.docxunit2templatevespanomicscasestudy__1_.docxunit3templatestarbuckscasestudy__1_.docxunit4templatemosquitomagnetcasestudy.docx
consumer_behavior_case_application_papers.docx
unit2templatevespanomicscasestudy__1_.docx
unit3templatestarbuckscasestudy__1_.docx
unit4templatemosquitomagnetcasestudy.docx
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Consumer Behavior Case Application Paper
Case 4-6: “Vespanomics” (page 661)
Case studies offer opportunity to consider hypothetical situations. This Assignment
requires you to provide analysis and recommendations based upon the information
presented in the case plus application of information from the textbook and from at least
three additional relevant journal articles you choose from the Kaplan Library. Opinions
should be supported using concepts and terms from these quality resources.
This is a formal analysis; write in a style that reflects graduate-level work. This will
include an objective perspective, third person voice, and lack of contractions and slang
expressions. All references should contain appropriate citations and the paper and
content must follow APA formatting rules.
Use the template provided in Doc Sharing as your starting point to complete this
Assignment. This template is already APA formatted and includes each of the areas as
described below. Download the template onto your own computer and save the
document with a distinct name representing you and this Assignment.
The Consumer Behavior Case Application Paper should include the following:
•
•
A title page
Below the paper’s main header, begin the paper with a brief 1–2
paragraph summary of the case study’s situation. Do not use the word
“Introduction” below the main header as APA formatting assumes the first
section is an introduction to the rest of the paper
•
Sections addressing the following aspects of the case. Include thoughtful
analysis and recommendations
1. Brand Image: Describe and support your decisions about what brand image
Vespa® was trying to create in the early part of this decade through its advertising,
guerilla tactics, and boutiques as compared and contrasted with what brand image is
emphasized with is Vespanomics Platform.
2. Types of Consumer Problems: Before $4-per-gallon gasoline, was the need for a
Vespa Scooter considered “an active problem” or an “inactive problem”? Explain and
discuss implications for marketing strategy decision-making.
3. Market Segmentation: Describe what you currently see as at least three segments
of the market for Vespa and other scooters. Describe the different needs,
demographics, and psychographics for owning a scooter for each of the three segments
you described.
4. Value-Expressive versus Utilitarian Appeal: Especially in a time of $4-per-gallon
gasoline and concerns about the environment, discuss how Vespa can be both a
utilitarian decision and a value-expressive decision.
5. Activism Segment: Choose one of the six environmental activism segments
discussed on page 90 that Vespa appeals to most and explain, using compare and
contrast, why you choose this particular segment.
Hawkins, D. I., & Mothersbaugh, D. L. (2010). Consumer behavior: Building marketing
strategy (11th ed.). New York, NY: McGraw-Hill.
•
•
Include a Conclusion section.
Include a References page. Be sure to apply and cite the textbook plus at
least three additional relevant journal article resources chosen by you from the
Kaplan Library. Any reference listed on the references page must also be
applied and cited, using APA, within the body of the paper.
Mechanics
•
This submission should be approximately 4–6 pages in length. This does
not include the title page or the references page.
•
Apply relevant information from your textbook and from at least three
additional relevant, credible journal article resources, cited within the paper and
included on a references page.
•
Use double line spacing with no additional line spaces before or after
paragraphs, 1 inch margins using 12 point font and apply other APA related
rules for formatting.
Case 2-1: “Starbucks® Keeps it Brewing in Asia” (page 264)
Case studies offer opportunity to consider hypothetical situations. This Assignment
requires you to provide analysis and recommendations based upon the information
presented in the case plus application of information from the textbook and from at least
three additional relevant journal articles you choose from the Kaplan Library. Opinions
should be supported using concepts and terms from these quality resources.
This is a formal analysis; write in a style that reflects graduate-level work. This will
include an objective perspective, third person voice, and lack of contractions and slang
expressions. All references should contain appropriate citations and the paper and
content must follow APA formatting rules.
Use the template provided in Doc Sharing as your starting point to complete this
Assignment. This template is already APA formatted and includes each of the areas as
described below. Download the template onto your own computer and save the
document with a distinct name representing you and this Assignment.
The Consumer Behavior Case Application Paper should include the following:
•
•
A title page
Below the paper’s main header, begin the paper with a brief 1–2
paragraph summary of the case study’s situation. Do not use the word
“Introduction” below the main header as APA formatting assumes the first
section is an introduction to the rest of the paper
•
Sections addressing the following aspects of the case. Include thoughtful
analysis and recommendations.
1.
Barriers: Describe at least four barriers facing Starbucks as they
try to “teach” people to change their consumption habits from tea and
instant coffee.
2.
Customization: Explain to what extent can and/or should
Starbucks customize their offerings to local tastes and preferences.
Describe the risks of extreme customization in this situation.
3.
Values: Describe what “values” are involved in the Starbucks
“experience.”
4.
Innovation Analysis: Examine the ten factors that influence the
spear of innovations using Table 7-2 on page 255 (assume that
Starbucks is still quite novel and an innovating concept as is coffee to
many in China) and create a similar grid for the Chinese Market relative
to coffee and Starbucks
5.
India as a Potential Market: Discuss the demographic, culture,
and media factors that make India more attractive for Starbucks than it
was 10 years ago.
6.
India versus China: Compare and contrast India and China in
terms of the key elements Starbucks must address when creating their
marketing strategies.
Include a Conclusion section
Include a References page. Be sure to apply and cite the textbook plus at least three
additional relevant journal article resources chosen by you from the Kaplan Library. Any
reference listed on the references page must also be applied and cited, using APA,
within the body of the paper
Hawkins, D. I., & Mothersbaugh, D. L. (2010). Consumer behavior: Building marketing
strategy (11th ed.). New York, NY: McGraw-Hill.
Mechanics
•
This submission should be approximately 4–6 pages. This does not
include the title page or the references page.
•
Apply relevant information from your textbook and from at least three
additional relevant, credible journal article resources, cited within the paper and
included on a references page.
•
Use double line spacing with no additional line spaces before or after
paragraphs, 1 inch margins using 12 point font and apply other APA related
rules for formatting.
Case 2-7: “The Mosquito Magnet™” (page 271)
Case studies offer opportunity to consider hypothetical situations. This Assignment
requires you to provide analysis and recommendations based upon the information
presented in the case plus application of information from the textbook and from at least
three additional relevant journal articles you choose from the Kaplan Library. Opinions
should be supported using concepts and terms from these quality resources.
This is a formal analysis; write in a style that reflects graduate-level work. This will
include an objective perspective, third person voice, and lack of contractions and slang
expressions. All references should contain appropriate citations and the paper and
content must follow APA formatting rules.
Use the template provided in Doc Sharing as your starting point to complete this
Assignment. This template is already APA formatted and includes each of the areas as
described below. Download the template onto your own computer and save the
document with a distinct name representing you and this Assignment.
The Consumer Behavior Case Application Paper should include the following:
•
•
A title page
Below the paper’s main header, begin the paper with a brief 1–2
paragraph summary of the case study’s situation. Do not use the word
“Introduction” below the main header as APA formatting assumes the first
section is an introduction to the rest of the paper.
•
Sections addressing the following aspects of the case. Include thoughtful
analysis and recommendations.
1.
Innovation Type: Decide and defend choice of type of innovation
for the Mosquito Magnet
2.
Innovation Analysis: Conduct an innovation analysis on the
Mosquito Magnet
3.
Adoption Cycle: Explain in what phase of the adoption cycle is the
Mosquito Magnet based upon the innovation analysis. Is there a
relationship between your chosen phase and the amount of time the
Mosquito Magnet has been available on the market? Explain your
reasoning for your decision
4.
Marketing Strategy: Based upon the innovation analysis,
recommend marketing strategies appropriate for this innovation
5.
Word-of-Mouth Marketing: Review the
website[c1] http://www.mosquitomagnet.comand determine if cutting
edge technology online is presently encouraging WOM. Offer
recommendations about what the firm can do to encourage WOM
6.
Opinion Leaders: Describe characteristics of at least three likely
opinion leaders for the Mosquito Magnet
7.
Potential Markets: Determine five countries outside of the United
States in order of their attractiveness as an export market for this project
and justify your selection
Hawkins, D. I., & Mothersbaugh, D. L. (2010).Consumer behavior:
Building marketing strategy(11th ed.). New York, NY: McGraw-Hill.
•
Include a Conclusion section.
•
Include a References page. Be sure to apply and cite the textbook plus at
least three additional relevant journal article resources chosen by you from the
Kaplan Library. Any reference listed on the references page must also be
applied and cited, using APA, within the body of the paper.
Mechanics
•
This submission should be approximately 4–6 pages. This does not
include the title page or the references page.
•
Apply relevant information from your textbook and from at least three
additional relevant, credible journal article resources, cited within the paper, and
included on a references page.
•
Use double line spacing with no additional line spaces before or after
paragraphs, 1 inch margins using 12 point font and apply other APA related
rules for formatting.
Running head: VESPANOMICS UNIT TWO CASE
VESPANOMICS UNIT TWO CASE
Student Name
GB534 Consumer Behavior
Unit 2 Assignment
Dr. Rita J. Gunzelman
Kaplan University
Month Day, Year
1
VESPANOMICS UNIT TWO CASE
2
Vespanomics Unit Two Case
Here, write a one to two paragraph overview of the case study’s situation. Do not use the
word “Introduction” below the main header because APA formatting assumes the first section is
an introduction to the rest of the paper.
Brand Image
In this section, and support your decisions about what brand image Vespa® was trying to
create in the early part of this decade through its advertising, guerilla tactics, and boutiques, as
compared and contrasted with what brand image is emphasized with its Vespanomics Platform.
Types of Consumer Problems
In this section, address the question related to if before $4-per-gallon gasoline, was the
need for a Vespa Scooter considered “an active problem” or an “inactive problem”? Explain and
discuss implications for marketing strategy decision-making.
Market Segmentation
In this section, describe what you currently see as at least three segments of the market
for Vespa and other scooters. Describe the different needs, demographics, and psychographics
for owning a scooter for each of the three segments you described.
Value Expressive vs. Utilitarian Decisions
In this section, discuss how Vespa can be both a utilitarian decision and a valueexpressive decision, especially in a time of $4-per-gallon gasoline and concerns about the
environment.
Activism Segment
VESPANOMICS UNIT TWO CASE
3
In this section, chose one of the six environmental activism segments discussed on page
90 that Vespa appeals to most and explain, using compare and contrast, why you choose this
particular segment.
Conclusion
Write a one paragraph recap of the paper. No new information should appear in this
section.
VESPANOMICS UNIT TWO CASE
4
References
Hawkins, D. I., & Mothersbaugh, D. L. (2010). Consumer behavior: Building marketing
strategy (11th ed.). New York, NY: McGraw-Hill.
(Include textbook plus least three references, list them in alphabetical order, and use APA
formatting)
Running head: STARBUCKS® UNIT THREE CASE
STARBUCKS® UNIT THREE CASE
Student Name
GB34 Consumer Behavior
Unit 3 Assignment
Dr. Rita J. Gunzelman
Kaplan University
Month Day, Year
1
STARBUCKS® UNIT THREE CASE
2
Starbucks® Unit Three Case
Here, write a one to two paragraph overview of the case study’s situation. Do not use the
word “Introduction” below the main header because APA formatting assumes the first section is
an introduction to the rest of the paper
Barriers
In this section, describe at least four barriers facing Starbucks as they try to “teach”
people to change their consumption habits from tea and instant coffee.
Customization
In this section, explain to what extent can and/or should Starbucks customize their
offerings to local tastes and preferences. Describe the risks of extreme customization in this
situation.
Values
In this section, describe what “values” are involved in the Starbucks “experience.”
Innovation Analysis
In this section, examine the ten factors that influence the spear of innovations using Table
7-2 on page 255 (assume that Starbucks is still quite novel and an innovating concept as is coffee
to many in China) and create a similar grid for the Chinese Market relative to coffee and
Starbucks
India as Potential Market
In this section, discuss the demographic, culture, and media factors that make India more
attractive for Starbucks than it was ten years ago.
India Market vs. China Market
STARBUCKS® UNIT THREE CASE
3
Compare and contrast India and China in terms of the key elements Starbucks must
address when creating their marketing strategies.
Conclusion
Write a one paragraph recap of the paper. No new information should appear in this
section.
STARBUCKS® UNIT THREE CASE
4
References
Hawkins, D. I., & Mothersbaugh, D. L. (2010). Consumer behavior: Building marketing
strategy (11th ed.). New York, NY: McGraw-Hill.
(Include at least four references, list them in alphabetical order, and use APA formatting)
Running head: THE MOSQUITO MAGNET™ UNIT FOUR CASE
The Mosquito Magnet™ Unit Four Case
Charity Davis
GB34 Consumer Behavior
Unit 4 Assignment
Dr. Rita J. Gunzelman
Kaplan University
February 2, 2016
1
THE MOSQUITO MAGNET™ UNIT FOUR CASE
2
The Mosquito Magnet™ Unit Four Case
Here, write a one to two paragraph overview of the case study’s situation. Do not use the
word “Introduction” below the main header because APA formatting assumes the first section is
an introduction to the rest of the paper.
Innovation Type
Decide and defend your choice of type of innovation for the Mosquito Magnet.
Innovation Analysis
Conduct a thorough innovation analysis on the Mosquito Magnet.
Adoption Cycle
Explain in what phase of the adoption cycle is the Mosquito Magnet based upon the
innovation analysis. Explain if there is a relationship between your chosen phase and the amount
of time the Mosquito Magnet has been available on the market and articulate your reasoning for
your decision.
Marketing Strategy
Based upon the outcome from your innovation analysis, recommend marketing strategies
appropriate for this innovation.
Word-of-Mouth Marketing
Apply information from the website http://www.mosquitomagnet.com and determine if
cutting edge technology online is presently encouraging WOM. Offer recommendations about
what the firm can do to encourage WOM.
Opinion Leaders
Describe characteristics of at least three likely opinion leaders for the Mosquito Magnet.
Potential Markets
THE MOSQUITO MAGNET™ UNIT FOUR CASE
Identify five countries outside of the United States in order of their attractiveness as an
export market for this project and justify your selections.
Conclusion
Write a one paragraph recap of the paper. No new information should appear in this
section.
3
THE MOSQUITO MAGNET™ UNIT FOUR CASE
References
Hawkins, D. I., & Mothersbaugh, D. L. (2010). Consumer behavior: Building marketing
strategy (11th ed.). New York, NY: McGraw-Hill.
(Include at least four respected and relevant references, list them in alphabetical order, and use
APA formatting)
4
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