FAQ

4. Are there applied projects?

Ans. Yes, every chapter has "Think+Apply" Questions. See a sample below.

[By the way. first there are simple Review Questions, such as:

Review + Rewind

Q1. How would you define brand loyalty?  If a consumer repeatedly buys the same brand, can we call him or her brand loyal? Why or why not?

Q2. Explain the difference between behaviorscan and Mindscan. Explain the utility of each to brand managers.

Then there are application questions like this:

Think + Apply

Q2. Assume you are a marketing manager for (Choose one): (a) a music CD store; (b) a book store; (c) a clothing store; (d) a brand of cola; or (e) a brand of hair color. You want to know what proportion of your customers are brand (store-) loyal and why or why not. Prepare a questionnaire for a consumer research project to address this issue.

Q3. Assume you have completed the above-mentioned survey. Based on the ideas presented in the chapter, what sort of reasons do you expect to find for consumers being loyal or not loyal to the brand or store for the product category you have chosen? Next, as a marketing manager, prepare a plan of action to increase loyalty among the currently non-loyal consumers. Identify separate actions for each of the possible factors.