Topic 1: Global Consumer Culture
What is meant by a “global consumer culture”? Give examples of this in the marketplace.
Describe the pros and cons of mail, telephone, in-depth interviews, and online surveys. Which research method do you think is the most cost effective? Which method would provide the potential for gathering the largest sample size? Include whether each of the methods are considered a quantitative data collection method or a qualitative data collection method.
Find, describe, and discuss two advertisements that appeal to the needs for power, affirmation, and achievement and discuss their effectiveness.
Based on the different motives covered in this unit’s reading, select a product or service, and apply the concepts of these motives to the product or service you have selected. Provide a comprehensive post that defines how well the motive you selected works with the product or service you selected.
Think about the last big purchase you made for a high dollar item. Like most people we experience post purchase dissonance or buyer’s remorse. Explain why this happens to you and other consumers or explain why you did not experience post purchase dissonance or buyer’s remorse. Provide details on what a retailer could do to make this purchase easier?
In today’s competitive business world, many companies try to gain a competitive advantage by implementing a successful advertising strategy. Some companies choose to use a celebrity or an endorser to communicate the marketing message. In fact, it is a common practice to use celebrities in radio, TV, print media, and Internet advertisements.
Answer both questions below in the same post.
- To respond to this topic, you will need to collect two different advertisements. Your first task is to find one ad that displays what you perceive to be good ethical behavior by a celebrity endorser. Now find another ad that displays what you perceive as poor ethical behavior by a celebrity endorser. Describe your advertisements and comment on the ethical behavior involved.
- In the case of poor ethical behavior, did this ad hurt the company’s credibility? Why or why not?
Please respond to these Discussion topics. Take time to review the responses of your classmates and provide your feedback. Note: answer both questions in the same post!
- Is it ethically right or wrong for U.S. tobacco firms to market cigarettes in developing countries? Please explain.
- Is it ethically right or wrong for U.S. tobacco firms to sponsor sports events such as NASCAR racing?
Please respond to these Discussion topics. Take time to review the responses of your classmates and provide your feedback.
- Why are many U.S. companies choosing to expand internationally? What are the pros and cons of expanding beyond the domestic market into China or other Asian countries? Into European countries?
GE® is introducing a 52-inch big screen, satellite-ready HDTV with a built-in DVD player, picture-in-picture, and a feature that allows the viewer to simultaneously view frozen frames of the last signals received over 50 channels. What strategic recommendations would you make to GE regarding the initial target market for the new big screen HDTV?
