CB Homework10

CB Homework10 - MKT221-4271 Adam Stone Chapter 10 Homework 1 Situational influence changes value for consumers as related to the context of the

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MKT221-4271 Adam Stone 10/29/2010 Chapter 10 Homework 1. Situational influence changes value for consumers as related to the context of the situation in which the consumer finds his/herself. If the consumer is in a certain environment or place that causes an emotional or attitudinal change in the consumer, they will spend money differently. Often this changes not only the amount of money a consumer will spend, but the items the buy (that they might not normally purchase). It can even lower their threshold of what they are spending to the point where they do not notice or care to notice what something will cost them as they must have it. This is why many people spend $3 for $1 worth of candy at the movies, $8 for popcorn, and $4 for a drink because without those purchases the movie is much less enjoyable. The value of different types of restaurants changes when a consumer only has 25 minutes to eat their lunch, as they will not have nearly as much time to sit down and really enjoy the meal. They will choose something that can be prepared quickly and is easy to eat. Instead of stopping at a nice restaurant, they will avoid having a glass of wine, appetizers, or dessert and instead be more likely to eat their entrée somewhere of low-cost with quick service. The consumer will be less likely to spend as much because you don’t like to pay as much for something that you have less time to enjoy. 2. The concept of advertiming refers to the manner in which marketers effectively deploy their advertisement based upon the most strategic time to reach their target market or sell time-specific products. One example of this can be seen in the ways in which toy companies will be advertising from now until Christmas day in order to maximize sales generated by seasonal gift-giving. Most of the year, these products would be advertised only on Nickelodeon and other channels with a young audience to target children, but during this time of year, they extend to other channels with family programming and even run during shows that draw significant numbers of parents such as during game shows and prime time shows on the major networks. The producers of these products know that parents and grandparents are busy looking for toys that will appeal to the children in their life and that this is the perfect time to give them some ideas. Lately I’ve notice that the history channel has been running a lot of ads for these stuffed animals with some Velcro on them that fold into a pillow. The commercial suggests that the product would
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This note was uploaded on 10/22/2011 for the course ACCT 3551 taught by Professor Brown during the Spring '11 term at UNC.

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CB Homework10 - MKT221-4271 Adam Stone Chapter 10 Homework 1 Situational influence changes value for consumers as related to the context of the

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