CB, First Canadian Edition Solution Manual

Gain deeper insight into your textbook problems with CB, First Canadian Edition Solution Manual, featuring well-explained solutions.

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CHAPTER 1WHAT IS CB, AND WHY SHOULD I CARE?WHAT DO YOU THINK? POLLING QUESTIONIn any business, the customer is truly the most important person.Strongly disagree1234567Strongly agreeHave students access www.icancb.com to answer the polling questions for each chapter ofCB.Ask them to take the online poll to see how their answers compare with those of other studentstaking consumer behaviour courses across the country. Then turn to the last page of the chapterto find the What Others Have Thought box feature. This graph is a snapshot of how otherconsumer behaviour students have answered this polling question thus far.LEARNING OUTCOMESAfter studying this chapter, the student should be able to:LO1Understand marketing ethics and consumer misbehaviour.LO2Understand the meaning ofconsumptionandconsumer behaviour.LO3Describe how consumers get treated differently in various types of exchangeenvironments.LO4Explain the role of consumer behaviour in business and society.LO5Be familiar with basic approaches to studying consumer behaviour.LO6Describe why consumer behaviour is so dynamic and how recent trends affectconsumers.SUGGESTED LECTURE OPENERConsumer behaviour is driven by many things, including the weather. If your sprinkler breaksdown during a dry, hot spell, you are likely to replace it quickly. However, you might have totravel to the back of the store before you get to the product you need, passing by fans, bathingsuits, and air conditioners along the way. Savvy marketers use consumers’ seasonal needs todrive sales and promote other products. Canada’s unseasonably warm winter of 2011/12 even ledto a mini housing boom, driving home sales up 6.7% from the previous year, according toGarryMarr’s article in the March 15, 2012 edition ofThe Financial Post.KEY CONCEPTS WITH POWERPOINT®SLIDESSlide 1Slide 2Slide 3

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CB, Consumer Behaviour by Barry Bab...

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