keller 战略品牌管理 08 中山大学吴柏林教授 广告心理学(清华大学出版社2010)绝密资料

Chapter 11—Setting Product and Brand StrategyTrue/False Questions1. A product is anything that can be offered to a market to satisfy a want or need. True (easy) p. 2122.The most fundamental level of a customer value hierarchy is called the expected product. False(moderate) p. 2123. A potential product is a set of attributes and conditions that buyers normally expect when they buythe product. False (difficult) p. 2134.The fourth level of the customer value hierarchy is when the marketer prepares an augmented productthat exceeds customer expectations. True (moderate) p. 2135.Hotel guests expect a clean bed and fresh towels. This is the core benefit level of the hotel ―product.‖False (easy) p. 2126.Nondurable goods are tangible goods that are normally consumed in one or a few uses, such as beerand soap. True (moderate) p. 2147.Unsought goods are tangible goods that normally survive many uses, such as refrigerators. False(moderate) p. 2148.Shopping goods are goods that consumers do not know about or do not normally think of buying,such as smoke detectors. False (moderate) p. 2149. A person‘s consumption system includes the way the person performs the task of getting, using,fixing, and disposing of the product. True (easy) p. 21310.Supplies are short-lasting goods and services that facilitate developing or managing the finishedproduct. True (moderate) p. 21411.The length of a product mix refers to how many variants of each product are offered. False (difficult)p. 21412.Product line length refers to the total number of items in the mix. True (moderate) p. 21513.Product line consistency refers to the total number of items in a product mix. False (moderate) p.21514.Stretching a product line upward runs the risk of cannibalization of the product line. False (moderate)p. 21515.When Suzuki announces a low-priced, fully equipped sport bike to attract customers into theshowroom, it is an example of a downward stretching of the product line. True (moderate) p. 215 16.The addition of jalapeño flavored kettle chips to the Lays snack line is an example of line-filling.True (moderate) p. 21613717.The most enduring meanings of a brand are its values, culture, and personality. True (easy) p. 21718.When Coca-Cola introduced its new Vanilla Coke brand it illustrated an example of line extensions.True (moderate) p. 22219.One way to extend a brand is through licensing the company name for use on other products. True(moderate) p. 22320.A Dodge pickup with a Cummins diesel engine in it provides an example of multiple-sponsor co-branding. False (difficult) p. 223Multiple Choice Questions21.An airline is considering offering Internet access and satellite-sent videos on demand in their alreadyposh first class sections. These additions represent _______________.a.)the core benefitb.)the basic productc.)the expected productd.)the augmented producte.)the potential product (easy) p. 21322.The most fundamental level of a customer value hierarchy is called the _______________.a.)core benefit (moderate) p. 212b.)basic productc.)expected productd.)augmented producte.)potential product23.Which of the following is the best example of a basic product?a.)Zhou buys a used Schwinn bicycle for transportation.b.)Marlinda stays in a Marriott because she likes the nightly mint on her pillow.c.)Tate eats at Wendy‘s because she likes the 99-cent value products.d.)Sophie gets a clean room at the Ramada Inn. (moderate) p. 212e.)Morgan enjoys the coupons in the Sunday newspaper.24.A(n) _______________ is a set of attributes and conditions that buyers normally expect when theybuy the product.a.)core benefitb.)basic productc.)expected product (moderate) p. 212d.)augmented producte.)potential product13825.Absolute Snowboard Shop offers an extended warranty on the boards it sells; a free checkup onemonth into the season; and even tunes up and delivers boards. In terms of the customer valuehierarchy, the board shop is offering a(n) _______________ product.a.)coreb.)basicc.)service-addedd.)expectede.)augmented (difficult) p. 21326.Which of the following is not a quality normally associated with services?a.)They are intangible.b.)They are variable.c.)They are perishable.d.)They are durable. (easy) p. 214e.)They normally require more quality control.27.Which of the following best describes the way in which the user performs the tasks of getting, using,fixing, and disposing of the product?a.)consumption system (moderate) p. 213b.)distribution systemc.)purchasing systemd.)convenience systeme.)shopping system28.Which of the following is not normally true of durable goods?a.)They survive many uses.b.)They require more personal selling and service.c.)They command higher margins.d.)They require more seller guarantees.e.)They are more variable in their delivery of core needs. (moderate) p. 21429._______________ are tangible goods that are normally consumed in one or a few uses such as beerand soap.a.)Nondurable goods (easy) p. 214b.)Durable goodsc.)Extensive goodsd.)Specialty goodse.)Unsought goods30.Which of the following is the BEST example of nondurable goods?a.)living room furnitureb.)aluminum cookwarec.)watchesd.)breakfast cereals (easy) p. 214e.)computer monitors13931.Which of the following are tangible goods that normally survive many uses?a.)nondurable goodsb.)durable goods (easy) p. 214c.)extensive goodsd.)specialty goodse.)unsought goods32.Products that are bought frequently, immediately, and with little effort, such as newspapers or snackitems are called _______________ goods.a.)nondurableb.)convenience (easy) p. 214c.)heterogeneous shoppingd.)staplese.)homogeneous shopping33.Bowers will drive hours to buy an item for his Nirvana memorabilia collection. It is hard to find goodand original items associated with Nirvana because there are so many collectors of this memorabilia.In terms of the consumer-goods classification, Nirvana memorabilia is an example of a_______________ good.a.)convenienceb.)nondurablec.)heterogeneous shoppingd.)specialty (moderate) p. 214e.)homogeneous shopping34._______________ are goods that consumers do not know about or do not normally think of buying,such as smoke detectors.a.)Convenience goodsb.)Shopping goodsc.)Specialty goodsd.)Unsought goods (moderate) p. 214e.)Homogeneous goods35.Unprocessed grain, cotton, iron ore, and bulk copper are all classified as _______________.a.)component materialsb.)capital itemsc.)supplies and business servicesd.)raw materials (moderate) p. 214e.)component partsputer chips, heavy duty batteries, and wiring assemblies are all examples of _______________.a.)component materialsb.)capital itemsc.)supplies and business servicesd.)raw materialse.)component parts(moderate) p. 21414037.Long-lasting goods such as a metal stamping equipment or an industrial drill press are classified as_______________.a.)component partsb.)supplies and business servicesc.)capital items (moderate) p. 214d.)component materialse.)operating supplies38._______________ are short-lasting goods and services that facilitate developing or managing afinished product.a.)Supplies (moderate) p. 214b.)Commoditiesc.)Component partsd.)Office equipmente.)Component materials39.The number of different product lines offered by a company is termed the product mix‘s_______________.a.)depthb.)lengthc.)flexibilityd.)width (moderate) p. 214e.)consistency40.The __________ of a product line refers to how many variants of each product are offered.a.)depth (moderate) p. 214b.)lengthc.)flexibilityd.)widthe.)consistency41.Which of the following refers to the total number of items in the mix?a.)depthb.)length (moderate) p. 214c.)flexibilityd.)widthe.)consistency42.The _______________ of the product mix refers to how closely related the various product lines arein end use, production requirements, distribution channels, or in some other way.a.)depthb.)breadthc.)lengthd.)widthe.)consistency (moderate) p. 21414143.When Honda added the Passport and CRV SUVs, and the Odyssey minivan to its range of automotiveofferings it engaged in _______________.a.)line featuringb.)line pruningc.)line filling (moderate) p. 216d.)line dancinge.)line modernization44.Which of the following is a risk associated with a downward stretch strategy?a.)The new low-end item will definitely cannibalize higher-end items.b.)The downscale product may cannibalize the core brand. (difficult) p. 215c.)The low-end item might provoke more competition as other companies move to the low end.d.)Higher-end competitors may be too firmly entrenched for the company to recoup its investmentcosts.e.)The professionalism of the sales force may become a problem when they are asked to serve thelow end of the market.45.The addition of jalapeño flavored kettle chips to the Lays snack line is an example of_______________.a.) a downward stretchb.)an upward stretchc.)line augmentationd.) a two-way stretche.)line-filling (moderate) p. 21646.The Craftsman tools is an example of the brand conveying which level of meaning?a.)attributes (moderate) p. 217b.)valuesc.)featuresd.)benefitse.)personality47.When the manufacturer of Snapper lawn mowers runs ads that equate its products with the power ofthe dependable turtle, it is conveying the _______________ of the brand.a.)attributes (moderate) p. 217b.)featuresc.)valuesd.)benefitse.)personality48.SecuRite alarm systems is a brand name that conveys what level of brand meaning?a.)attributesb.)valuesc.)personality, attributes, and benefitsd.)benefits (difficult) p. 217e.)user14249.―Animal,‖ the drummer for the Route 66 Killers is running low on replacement drum sticks. Heheads downtown to AMP Music, but finds they do not carry his favorite brand, Pro-Mark. Instead of buying other-branded sticks, Animal chooses to order online from . This is an example of _______________.a.)brand acceptabilityb.)brand awarenessc.)brand loyalty (moderate) p. 217d.)brand perceptione.)brand preference50.Brand equity _______________.a.)is tied closely to specific product linesb.)is closely related to the number of customers who are devoted to the brand (difficult) p. 218c.)reduces the amount of product management effort a company needs to expendd.)may actually hinder the launching of brand extensionse.)will be destroyed when the product‘s manufactur er launches a premium pricing strategy51._________ refers to estimating the total financial value of the brand.a.)Brand loyaltyb.)Brand equityc.)Brand valuation (moderate) p. 218d.)Brand identitye.)Brand building52.A company produces several different products and wants to avoid confusion between its differentproducts. Its best choice for a branding strategy would be _______________.a.)store brand namesb.) a blanket family namec.)brand name licensingd.)separate family names for all products (difficult) p. 221e.) a company trade name with individual product names53.A diet supplement product has the brand name of Mega-Mass. This is a desirable brand name becauseit exhibits which of the following brand name characteristics?a.)The brand name suggests something about the product’s benef it. (difficult) p. 221b.)The brand name sounds like a lot of other similar muscle-enhancing products.c.)The brand name is static and suggests no action.d.)The brand name promises success.e.)The brand name emphasizes the product‘s features.ing an existing brand name and extending to new sizes or flavors in the existing product categoryis called _______________.a.)line extension (moderate) p. 222b.)brand extensionc.)multibrandsd.)co-brandse.)complex brands14355.Mars recently tested a fudge-flavored Snickers candy. Mars is using a _______________ strategywith the Snickers brand.a.)multibrandb.)brand extensionc.)new brandd.)line extension (moderate) p. 222e.)co-brand56.Line extensions result in _______________.a.)new excitement and commitmentb.)the ability of one brand to benefit from the strength of another brandc.) a higher chance of survival for the new product (difficult) p. 222d.)instant recognition and early acceptancee.)the guaranteed success of a premium pricing strategy57.Many consumers now view brands as being of relatively equal value, and are therefore less loyal to aparticular brand. This is calleda.)brand ladderingb.)brand parity (moderate) p. 220c.)brand equityd.)brand acquisitione.)brand extension58.When the Harley-Davidson Motor Company licensed its logo for use on special edition Ford F150trucks, it was an example of a manufacturer using a(n) _______________ strategy.a.)innovationb.)line extensionc.)brand extensiond.)multibrande.)co-brand (moderate) p. 22359.New brand names introduced in the same product category are called ______________.a.)line extensionb.)brand extensionc.)multibrands (moderate) p. 223d.)co-brandse.)complex brands60.DaimlerChrysler markets vehicles under the brand names of Jeep, Chrysler, Mercedes, Mini Cooper,and Dodge, all targeted to different market segments. DaimlerChrysler is using a(n)_______________ strategy.a.)innovationb.)line extensionc.)brand extensiond.)multibrand (moderate) p. 223e.)co-brand14461.The King Ranches of Texas and Hawaii authorized Ford Motor Company to use their name and logofor a special edition F150 pickup. This is an example of the use of a _______________ strategy.a.)line extensionb.)co-branding (moderate) p. 223c.)repositioningd.)brand extensione.)line filling62.Kid-oriented yogurt cups are falling from favor as moms and kids are showing a preference fordrinkable forms of yogurt packaged in tubes. Manufacturers of cup-based yogurts think they still have a good product – one that has nutritional benefits for consumers. Their best branding strategy would be _______________.a.)line extensionb.)co-brandingc.)repositioning (moderate) p. 223d.)brand extensione.)multibranding63.White Castle wanted to attract more health-conscious consumers by adding a grilled chickensandwich, the ―Chicken Castle‖ to its menu. This is an example of a _______________ strategy.a.)line extensionb.)co-brandingc.)repositioning (moderate) p. 223d.)brand extensione.)multibranding64.An example of a secondary package would be a _______________.a.)bag of Sunkist orangesb.)carton containing twelve cans of Pepsi (moderate) p. 224c.)can of Libby‘s brand vienna sausaged.)bag of Fit ‗N Trim dog foode.)bottle of Mountain Dew soda65.Some companies are offering cardboard (as opposed to plastic) refill packages of liquid detergent andfabric softener to cut down on solid waste. This environmentally aware packaging is an example of a(n) _______________.a.)Self-service opportunityb.)consumer affluencec.)image repositioningd.)innovation opportunity (difficult) p. 224e.)social perception66.The green bottle that holds Quaker State motor oil contributes to Quaker State‘s marketing effort inthe sense that _______________.a.)it looks prettyb.)it aids in the self-service functionc.)it helps consumers feel more affluentd.)it helps build company and brand image (moderate) p. 224e.)it allows Quaker State to be more innovative14567.When Staples receives their order for Sharpie brand permanent markers, the case inside the shippingbox is called _______________.a.)the primary packageb.)the secondary package (easy) p. 224c.)the shipping packaged.)individual packagee.)unit package68.Yamaha makes engines, musical instruments, and motorcycles, among other products. If Yamahadecided to enter the farm equipment industry with the Yamaha brand, this would be an example of _______________.a.)brand dilutionb.)multibrandingc.)experiential brandsd.)functional brandinge.)brand extension (moderate) pp. 222-223 has a good brand name because the name _______________.a.)suggests something about the product‘s benefitsb.)suggests product qualitiesc.)tells where the company is basedd.)is distinctive (moderate) p. 221e.)is easily forgotten70.Which of the following would be considered a line extension for the Coca-Cola Company?a.)Diet Caffeine-Free Coke (moderate) p. 222b.)Minute Maid Orange Juicec.)Orangina Orange Sodad.)Inca Kolae.)Georgia CoffeeEssay Questions71.The Japanese restaurant chain Beni-Hana provides a chef that cooks the meal in an entertaining wayon a large table in front of your group. List and explain the five product levels as they relate to the Beni-Hana experience.Answer:The core benefit of a visit to Beni-Hana is a full stomach. The basic product includes food, seating, and entertainment. The expected product probably includes a basic level of freshness, hygiene, and nutrition. The augmented product would be anything that goes above and beyond the diners‘expectations, such as a chef that tells jokes or explains about Japanese culture as he prepares the meal.The potential product could include any number of services or products added to the basic Beni-Hana experience described. Examples might be free rice wine samples, cooking participation by the diners, or embossed napkins that you can take home with you.(moderate) pp. 212-21314672.In a short essay, explain how a marketer can classify a product according to durability and tangibilityand determine the marketing strategies for the corresponding classifications. Give examples from both the consumer market and the industrial market.Answer:Nondurable goods are tangible goods normally consumed in one or a few uses. Because these goods are consumed quickly and purchased frequently, the appropriate strategy is to make them available in many locations, charge only a small markup, and advertise heavily to induce trial to build preference.Examples for consumer market: beer, candy bar, and soap. Examples for industrial market: glue stick, stamps, disposable syringes, and paper towels. Durable goods are tangible goods that normallysurvive many uses. Durable goods normally require more personal selling and service, command a higher margin, and require more seller guarantees. Examples for consumer market: refrigerator, automobile, lawn mower, and clothing. Examples for industrial market: copying machine, computer, laser printer, walk-in freezer, and dog kennel. Services are intangible, inseparable, variable, and perishable products. As a result they normally require more quality control, supplier credibility, and adaptability. Examples for consumer market: day care, haircut, vacation cruise, and maid service.Examples for industrial market: management consulting, accounting, and an employment agency.(difficult) p. 214petition in the soft drink industry is intense. In a short essay, describe a soft drink brand you arefamiliar with—Coca-Cola, Fanta Orange, 7Up, Mountain Dew, etc.—in terms of the six levels of meaning a product brand has.Answer:Student answers will vary according to which brand of soft drink they select. If, for example, they were to select Mountain Dew, their answers might look something like the following:a.)Attributes: Mountain Dew suggests youth, fun, and a little daring.b.)Benefits: Mountain Dew has one of the highest levels of caffeine on the market, so one of itsbenefits is energy.c.)Values: Mountain Dew brand has a thumb-your-nose-at convention air.d.)Culture: Mountain Dew stands for GenXers.e.)Personality: There is an cocky under-thirty image projected by the product.f.)User: Mountain Dew suggests an under thirty, unconventional, highly motivated person whodoesn‘t mind taking risks(moderate) p. 21774.Detail Aaker‘s five levels of customer attitude toward a brand. What is brand equity and how is itrelated to the Aaker‘s five levels?Answer:The customer has no brand loyalty and will change brands, especially for price reasons. 2) Thecustomer has no reason to change brands, s/he is satisfied. 3) The customer is satisfied with the brand and would actually have to incur costs to switch. 4) The customer values the brand and sees it as a friend. 5) The customer is devoted to the brand.Brand equity is the positive effect that knowing the brand name has on customer response to theproduct or serv ice. Brand equity is highly related to levels 3, 4, and 5 of Aaker‘s framework. More brand equity translates to an ability to reduce marketing costs, to bargain harder with distributors and retailers that carry your product, and it allows the firm to charge consumers higher than the average prices, relative to the product category.(moderate) p. 21814775.French Connection has a very popular clothing line brand name, FCUK. Their motto is ―vive le fcuk:British fashion with a French accent.‖ Discuss how this brand name might attract the kinds ofcustomers French Connection wants.Answer:FCUK is a very aggressive brand name which seeks to offend while making money for the company.In terms of levels of brand meaning, the name does not say much about product attributes. It does not speak to the benefits of wearing the clothes. It probably speaks to the company‘s values and culture (in-your-face). The personality of the FCUK brand is, again, considered aggressive, and this extends to the type of person that is attracted to a brand that is obviously meant to offend someone. Onewould expect that the FCUK brand would appeal to consumers with strong personalities, who want to be different and don‘t mind showing it. They are likely to rail against the status quo and try t o shock others through their behavior and clothing choices.(difficult) p. 217Mini-CasesMini-Case 11-1In the processed meat industry, Sara Lee Meats (SLM) is a star. Sara Lee had almost $4.6 billion in sales last year with sales in more 140 nations. It owns and operates meat-processing plants in 40 different nations. SLM‘s business strategy includes product innovation, acquisitions and mergers, and market leadership in a number of different categories. Its growth strategies support an annual 6 percent growth in sales. Important U.S. brands in the Sara Lee product line are Kahn‘s, Jimmy Dean, Hillshire Farms, Bryan, State Fair, and Best‘s Kosher, and Tastefuls! According to SLM executive George Chivari, ―We work very hard at Sara Lee on brand equity. . . . We have to make sure our new ideas are not only profitable and achieve big volume for our [retail] customers, but also that they are consistent with the quality of the brand and there is a good fit.‖ One of SLM‘s recent new products that seems to have a good fit with the company‘s other products was Tastefuls! Tastefuls! brand is described as a lunch combination. It features two small sandwiches, chips, and dessert. The lunch combination was developed and marketed by Jimmy Dean foods, a company that prior to the introduction of this product had just made sausage.76.Refer to Mini-Case 11-1. Given what you have read about Sara Lee Meats, you would think that itsexecutives want you to classify the SLM products as _______________.a.)homogeneous shopping productsb.)specialty products (moderate) p. 214c.)convenience productsd.)staplese.)impulse products77.Refer to Mini-Case 11-1. When Hillshire Farms, a manufacturer of various kinds of sausages,introduced a new line of sausages made with turkey meat under the Hillshire Farms brand, it was an example of a _______________ strategy.a.)co-brandingb.)brand licensingc.)line extensiond.)multibrandinge.)brand extension (moderate) pp. 222-22314878.Refer to Mini-Case 11-1. The introduction of Tastefuls! was an example of a _______________strategy.a.)multibranding (moderate) p. 223b.)family brandingc.)co-brandingd.)licensed brandinge.)brand extensionMini-Case 11-2Volkswagen plans to enter the sport-luxury car market with an upscale automobile based on the Passat platform. The new car will have all-wheel drive, a small-block V-8 engine, GPS navigation equipment, leather interior, and 18‖ low profile tires, among other attributes. Base prices are expected to start at $43,995, though few options are not already included. Promotion will focus on men in their 30s and 40s who are successful at their jobs, report annual incomes in excess of $100,000, and who like speed and high technology.79.Refer to Mini-Case 11-2. A person who only views cars as a way to get from point A to point Bwould see this vehicle in terms of a(n) _______________.a.)potential productb.)augmented productc.)expected productd.)basic producte.)core benefit (easy) p. 21380.Refer to Mini-Case 11-2. The Passat fully-loaded with all the ―bells and whistles‖ is priced in themid-high $30,000s. This example of VW moving upscale is called _________ and is especially risky because __________.a.)market stretching; starting a new car brand can costs millions of dollarsb.)upmarket line stretching; it could cannibalize VW’s core brand (difficult) p. 215c.)brand building; awareness of the brand could be too great and cause shortagesd.)cult branding; consumers might reject VW as a luxury automobile producere.)brand dilution; consumer may stop thinking about the brand81.Refer to Mini-Case 11-2. VW will call the car the LS8-C, which stands for Luxuriöser Sport 8-Cylinder. This brand name is based on _______________.a.)the attributes of the car (moderate) p. 217b.)the benefits of the carc.)the personality of the card.)the driver/user of the care.)the culture of the company149。

战略品牌管理（Strategic Brand Management）战略品牌管理概述“战略品牌管理”是营销学者凯文·凯勒的观点。

凯勒教授的代表作《战略品牌管理》被誉为“品牌圣经”。

在他看来，随着竞争的加剧，不同企业之间相互模仿和借鉴对方成功的做法，市场的同质化趋势日益明显，品牌成为企业引导顾客识别自己并使自己的产品与竞争对手区别开来的重要标志，它是比企业产品更重要和更持久的无形资产，也是企业的核心竞争力所在。

凯文·凯勒教授认为品牌战略管理首先要形成一个开放的品牌管理视角与理念，它是品牌管理战略的基础。

品牌是一种错综复杂的象征，是商品属性、名称、包装、价格、历史、声誉、广告形式的整合。

在当代社会中品牌及其意义可能更加具有象征性、感性、体验性，是无形的，即与品牌所代表的观念、精神有关，它表达的是企业的产品或服务与消费者之间的关系。

战略品牌管理是对建立、维护和巩固品牌这一全过程的管理，其核心思想就是有效监控品牌与消费者的关系的发展，只有通过品牌管理才能实现品牌的愿景。

凯勒教授拓展了以往的品牌资产概念内涵。

他认为所谓“品牌资产”就是基于顾客的品牌资产（customer-based brand equity），而不是由企业财务会计所决定和由企业营销业绩所决定的量化观点。

基于顾客的品牌资产是由企业通过长期的品牌战略管理在顾客心智上产生的品牌知识所致。

品牌的力量存在于消费者心中，是消费者随着时间的推移对该品牌的感受和认知。

当顾客表现出更喜欢一个产品，或更喜欢该产品的营销方式时，品牌就具有积极的基于顾客的品牌资产。

在21世纪，消费者可以通过不同的品牌来评价相同的产品。

消费者通过过去用这种产品的经验和它的销售计划了解该品牌。

他们分析品牌，找出满意和不满意的。

特别是当消费者的生活变得更加错综复杂、紧急和时间紧迫时，一个品牌简化购买决策和降低风险的能力可能是无价的。

凯勒教授这一全新基于顾客的品牌资产理论视野，为其品牌管理思想的确定奠定了坚实的心理学基础。

CHAPTER2--BUILDING CUSTOMER SATISFACTION THROUGHQUALITY,SERVICE AND VALUEOVERVIEWToday's customers face a growing range of choice in the products and services they can buy. They are making their choice on the basis of their perceptions of quality, service, and value. Companies need to understand the determinants of customer value and satisfaction. Customer delivered value is the difference between total customer value and total customer cost. Customers will normally choose the offer that maximizes the delivered value.Customer satisfaction is the outcome felt by buyers who have experienced a company performance that has fulfilled expectations. Customers are satisfied when their expectations are met and delighted when their expectations are exceeded. Satisfied customers remain loyal longer, buy more, are less price sensitive, and talk favorably about the company.A major challenge for high performance companies is that of building and maintaining viable businesses in a rapidly changing marketplace. They must recognize the core elements of the business and how to maintain a viable fit between their stakeholders, processes, resources and organization capabilities and culture. Typically, high performing businesses develop and emphasize cross-functional skills rather than functional skills (overall project management and results versus functional strengths (best engineers, etc.). They also build their resources into core capabilities that become core competencies, distinctive abilities and competitive advantages. This, along with a corporate culture of shared experiences, stories, beliefs and norms unique to the organization, are the keys to their success.To create customer satisfaction, companies must manage their value chain as well as the whole value delivery system in a customer-centered way. The company's goal is not only to get customers but even more importantly, to retain customers. Customer relationship marketing provides the key to retaining customers and involves providing financial and social benefits as well as structural ties to the customers. Companies must decide how much relationship marketing to invest in different market segments and individual customers, from such levels as basic, reactive, accountable, proactive, to full partnership. Much depends on estimating customer lifetime value against the cost stream required to attract and retain these customers.Total quality marketing is seen today as a major approach to providing customer satisfaction and company profitability. Companies must understand how their customers perceive quality and how much quality they expect. Companies must then strive to offer relatively higher quality than their competitors. This involves total management and employee commitment as well as measurement and reward systems. Marketers play an especially critical role in their company's drive toward higher quality.LEARNING OBJECTIVES:After reading this chapter students should:∙Know what constitutes customer value and satisfaction∙Know how leading companies organize to produce and deliver high customer value and satisfaction∙Know how companies can retain customers as well as attract customers∙Know how companies can determine customer profitability∙Know how companies can practice total quality marketing strategyCHAPTER OUTLINE:I.IntroductionII.Defining Customer Value and SatisfactionA.Customer Value1.Customer delivered value - the difference between total customer valueand total customer cost, or “profit” to the customer. Total customervalue is the expected bundle of benefits.2.Total customer cost - bundle of costs consumers expect to incur inevaluating, obtaining and using the product or service.3.Customer value assessment - weighing the value against all of the costsB.Customer Satisfaction1.Perceived performance and expectations - contribute to overallsatisfaction2.Methods of tracking and measuring customer satisfaction - see Text. III.The Nature of High-Performance BusinessesA.Stakeholders - customers, employees, suppliers, distributorsB.Processes - work flows through an organization, to achieve cross functional skillsC.Resources - labor, power, materials, machines, information, energy, etc., toachieve core competence, distinctive ability(ies) and competitive advantage.anization and Organizational Culture - structures, policies. Corporate Cultureis the shared experiences, stories, beliefs, and norms that characterize anorganization.IV.Delivering Customer Value and SatisfactionA.Value Chain - used as a tool for identifying ways to create more value. Ninevalue creating activities.B.Value-Delivery Network - to be successful a firm has to look for competitiveadvantages beyond its own operations. Theme that building a better network canbe a highly successful differentiation tactic that leads to greater customersatisfaction.V.Attracting and Retaining Customersputing the Cost of Lost Customers - compute customer defection rate (4-stepprocess)B.The Need for Customer Retention - cost of attracting a new customer is 5 timesthat of retaining a satisfied current customer.C.Relationship Marketing: The Key - there is a process to attracting and retainingcustomers. There are five levels of customer relationship building, and threecustomer-value building approaches:1.Adding Financial Benefits - frequency marketing programs and clubmarketing programs2.Adding Social Benefits- individualize and personalize customerrelationships3.Adding Structural Ties -help customers manage themselves.VI.Customer Profitability: The Ultimate Test - a profitable customer is a person, household, or company that over time yields a revenue stream that exceeds by an acceptable amount the company’s cost stream of attracting, selling, and servicing the customer. A company should not attempt to pursue and satisfy all customers.VII.Implementing Total Quality ManagementA.Total Quality Marketing (TQM) - Most customers will no longer accept ortolerate average quality performance. There is an intimate connection amongproduct and service quality, customer satisfaction and company profitability.B.The role of Marketing now is extended beyond external marketing activities tointernal marketing roles to act as the Customer's watchdog within theorganization.VIII.SummaryMARKETING A ND ADVERTISING1. Toyota, like many automotive manufacturers, emphasizes excellent product quality and high customer satisfaction. But what exactly is quality—and how can Toyota prove that it offers excellent quality? The Toyota ad in Figure 1 shows one approach. What element of quality is the ad stressing, and how does this element satisfy customer needs? Is the ad focusing on performance or conformance quality? What are the implications for customers? For Toyota's marketing strategy?Answer: This Toyota ad is emphasizing performance quality, specifically the ability of the Sienna model to withstand a crash better than any other vehicle ever tested. This element of quality satisfies customers' needs for safety. The implications for customers are that those who worry about accidents can choose the Sienna and feel safer than they would in any other vehicle. The implications for Toyota's marketing strategy are that the company can promote the car to audiences that worry about accidents, including parents with children and anyone else who wants to feel safer when they drive, on the basis of evidence from credible third-party crash tests. This is a powerful competitive edge.2. Roadway Express wants to be the trucking firm of choice for companies that choose to outsource their shipping function, as the ad in Figure 2 indicates. What is Roadway's core competence? Why would Rawlings, the customer featured in the ad, prefer to outsource to Roadway rather than handle its own shipments? What capability does Roadway appear to be emphasizing in this ad?Answer: Roadway's core competence is its exceptional on-time delivery. Rawlings would prefer to outsource shipments because Rawlings's core competence is baseball equipment. Therefore, Rawlings wants to own and nurture its core resources and competence while outsourcing less critical activities such as delivery. Roadway is emphasizing customer linking in this ad; this is clear from its use of the Rawlings testimonial, indicating how happy Rawlings is as a Roadway customer. It is also clear from the insertion of the Rawlings URL at the bottom of the ad—equal in size to the Roadway URL—that Rawlings and Roadway consider themselves partners.FOCUS ON TECHNOLOGYHow can a company use its Web site for cost-effective customer-relationship building? Fuji Film Company maintains an extensive Internet presence for consumers and business customers. Generally, the profit margins in consumer products are too small to allow for expensive outreach beyond basic marketing. Yet Kodak, Fuji's archrival, invites consumers to become members of its Web site. Members receive Kodak information via e-mail and are able to upload their own photo images for inclusion in electronic postcards.Visit the Web sites of Kodak () and Fuji Film (), and examine how each reaches out to consumers. What can Fuji learn from Kodak's membership approach? How can Fuji use its Web site to stay in touch with consumers on a regular basis?Answer: Fuji might want to adapt Kodak's membership approach. This would allow Fuji to learn more about its consumer markets and provide consumers with value-added services that will build and strengthen relationships over the long term. Fuji might also want to use a membership approach to build relationships with the other market segments it serves, including profess ionals and businesses. Fuji can offer contests, weekly or monthly special events, and other inducements to keep consumers coming back to its Web site; this way, Fuji can stay in touch with consumers on a regular basis. Fuji can also periodically e-mail announcements to consumers who become members, another way to stay in touch. Students can use their creativity to develop ways for Fuji to use its Web site to strengthen relationships with individual consumers. MARKETING FOR THE MILLENNIUMLogistix is testing Web Agent software from Aspect Telecommunications that allows an employee and a customer to view the same Web screen simultaneously while they are having a telephone conversation. Web Agent is only one of the products Aspect offers for teleweb applications. Visit Aspect's Web site () and locate its integrated call center solutions. Try an on-line demo of one of the featured products or read the detailed description of Web Agent. How does this Aspect product deliver value to Logistix? What value does it add for the business customer who contacts Logistix through its call center? How can Logistix use this product to build relationships with its business customers? What relationship-building obstacles do you think Logistix might encounter early in the next millennium—and how should the company respond?Answer: The Aspect Web Agent software delivers value to Logistix because the program allows the firm to more conveniently communicate with and service customers who access Internet pages, a process that is more complex without Aspect's specialized software. In turn, this more convenient service and communication adds to customer satisfaction and strengthens customer relationships, ultimately boosting customer retention and slowing customer defect ions for Logistix. It also adds value for business customers who contact Logistix through the call center, because they get immediate assistance with questions or problems without having to log off the Internet, dial up Logistix, and try to put into words exactly what they need.Logistix can use this software to build relationships with business customers by encouraging them to access the company's Web site and simultaneously call the company to discuss any questions or problems they may have with products or information. Over time, business customers are likely to find this system so convenient that they will buy more from Logistix because of the value-added service. One relationship-building obstacle Logistix might encounter early in the next millennium is an evolution in Internet technology that allows every competitor to handle customer calls the way Web Agent does today—but without specialized software. This will erode Logistix's competitive edge in customer service. The company can respond to this obstacle by continuing to explore new communication methods for immediate customer service through multiple channels (Internet, telephone, and others). Students will offer various answers to question of obstacles in the new millennium.。

CHAPTER 5Personality and Consumer BehaviorLEARNING OBJECTIVESAfter studying this chapter students should be able to:1.Define personality.2.Describe the nature and development of personality.3.Outline Freudian personality theory and the corresponding stages of development.4.Discuss neo-Freudian personality theory and trait theory.5.Discuss the relationship of personality and consumer diversity.6.Enumerate cognitive personality factors, consumption, and possession traits.7.Trace the shift from consumer materialism to compulsive consumption.8.Explain consumer ethnocentrism.9.Describe the elements of brand personality.10.Discuss the concepts of self and self-image.11.Identify the four forms of self-image plus two other versions of self-image.12.Describe virtual personality or self.SUMMARYPersonality can be described as the psychological characteristics that both determine and reflect how a person responds to his or her environment. Although personality tends to be consistent and enduring, it may change abruptly in response to major life events, as well as gradually over time. Three theories of personality are prominent in the study of consumer behavior: psychoanalytic theory, neo-Freudian theory, and trait theory. Freud’s psychoanalytic theory provides the foundation for the study of motivational research, which operates on the premise that human drives are largely unconscious in nature and serve to motivate many consumer actions. Neo-Freudian theory tends to emphasize the fundamental role of social relationships in the formation and development of personality. Alfred Adler viewed human beings as seeking to overcome feelings of inferiority. Harry Stack Sullivan believed that people attempt to establish significant and rewarding relationships with others. Karen Horney saw individuals as trying to overcome feelings of anxiety and categorized them as compliant, aggressive, or detached.Trait theory is a major departure from the qualitative or subjective approach to personality measurement. It postulates that individuals possess innate psychological traits (e.g., innovativeness, novelty seeking, need for cognition, materialism) to a greater or lesser degree, and that these traits can be measured by specially designed scales or inventories. Because they are simple to use and to score and can be self-administered, personality inventories are the preferred method for many researchers in the assessment of consumer personality. Product and brand personalities represent real opportunities for marketers to take advantage of consu mers’ connections to various brands they offer. Brands often have personalities—some include“human-like” traits and even gender. These brand personalities help shape consumer responses, preferences, and loyalties.Each individual has a perceived self-image (or multiple self-images) as a certain kind of person with certain traits, habits, possessions, relationships, and ways of behaving. Consumers frequently attempt to preserve, enhance, alter, or extend their self-images by purchasing products or services and shopping at stores believed to be consistent with the relevant self-image and by avoiding products and stores that are not. With the growth of the Internet, there appear to be emerging virtual selves or virtual personalities. Consumer experiences with chat rooms sometimes provide an opportunity to explore new or alternative identities.CHAPTER OUTLINEINTRODUCTION1.Marketers have long tried to appeal to consumers in terms of their personality characteristics.a)Marketers have intuitively felt that what consumers purchase, and when and how theyconsume, are likely to be influenced by personality factors.2.Advertising and marketing people have frequently depicted or targeted specific consumerpersonalities in their advertising messages.WHAT IS PERSONALITY?1.Personality is defined as those inner psychological characteristics that both determine andreflect how a person responds to his or her environment.2.The emphasis in this definition is on inner characteristics—those specific qualities, attributes,traits, factors, and mannerisms that distinguish one individual from other individuals.3.The identification of specific personality characteristics associated with consumer behaviorhas proven to be highly useful in the development of a firm’s market segment ation strategies.The Nature of Personality1.In the study of personality, three distinct properties are of central importance:a)Personality reflects individual differences.b)Personality is consistent and enduring.c)Personality can change.Personality Reflects Individual Differences1.An individual’s personality is a unique combination of factors; no t wo individuals are exactlyalike.2.Personality is a useful concept because it enables us to categorize consumers into differentgroups on the basis of a single trait or a few traits.Personality is Consistent and Enduring1.Marketers learn which personality characteristics influence specific consumer responses andattempt to appeal to relevant traits inherent in their target group of consumers.2.Even though an individual’s personality may be consistent, consumption behavior oftenvaries considerably because of psychological, sociocultural, and environmental factors that affect behavior.Personality can Change1.A n individual’s personality may be altered by major life events, such as the birth of a child,the death of a loved one, a divorce, or a major career change.2.An individual’s personality also changes as part of a gradual maturing process.a)Personality stereotypes may also change over time.b)There is a prediction, for example, that a personality convergence is occurring betweenmen and women.THEORIES OF PERSONALITY1.There are three major theories of personality discussed in the chapter. They are:a)Freudian theory.b)Neo-Freudian personality theory.c)Trait theory.Freudian Theory1.Sigmund Freud’s psychoanalytic theory of personality is the cornerstone of modernpsychology.2.This theory was built on the premise that unconscious needs or drives, especially biologicaland sexual drives, are at the heart of human motivation and personality.Id, Superego, and Ego1.The Id is the “warehouse” of primitive and impulsive drives, such as: thirst, hunger, and sex,for which the individual seeks immediate satisfaction without concern for the specific means of that satisfaction.2.Superego is the individual’s internal expression of society’s moral and ethical codes ofconduct.a)The superego’s role is to see that the individual satisfies needs in a socially acceptablefashion.b)The superego is a kind of “brake” that restrains or inhibits the impulsive forces of the id.3.Ego is the individual’s conscious control which functions as a n internal monitor that attemptsto balance the impulsive demands of the id and the sociocultural constraints of the superego.4.Freud emphasized that an individual’s personality is formed as he or she passes through anumber of distinct stages of infant and childhood development.5.These distinct stages of infant and childhood development are: oral, anal, phallic, latent, andgenital stages.6.An adult’s personality is determined by how well he or she deals with the crises that areexperienced while passing through each of these stages.Freudian Theory and Product Personality1.Those stressing Freud’s theories see that human drives are largely unconscious, and thatconsumers are primarily unaware of their true reasons for buying what they buy.2.These researchers focus on consumer purchases and/or consumption situations, treating themas an extension of the consumer’s personality.Neo-Freudian Personality Theory1.Several of Freud’s colleagues disagreed with his contention that personality is primarilyinstinctual and sexual in nature.a)They argued that social relations are fundamental to personality development.2.Alfred Adler viewed human beings as seeking to attain various rational goals, which hecalled style of life, placing emphasis on the individual’s efforts to overcome feelings of inferiority.3.Harry Stack Sullivan stressed that people continuously attempt to establish significant andrewarding relationships with others, placing emphasis on efforts to reduce tensions.4.Karen Horney focused on the impact of child-parent relationships, especially the individual’sdesire to conquer feelings of anxiety. She proposed three personality groups: compliant, aggressive, and detached.a)Compliant individuals are those who move toward others—they desire to be loved,wanted, and appreciated.b)Aggressive individuals move against others—they desire to excel and win admiration.c)Detached individuals move away from others—they desire independence, self-sufficiency, and freedom from obligations.5. A personality test based on the above (the CAD) has been developed and tested.a)It reveals a number of tentative relationships between scores and product and brandusage patterns.6.It is likely that many marketers have used some of these neo-Freudian theories intuitively.Trait Theory1.Trait theory is a significant departure from the earlier qualitative measures that are typical ofFreudian and neo-Freudian theory.2.It is primarily quantitative or empirical, focusing on the measurement of personality in termsof specific psychological characteristics called traits.a) A trait is defined as any distinguishing, relatively enduring way in which one individualdiffers from another.3.Selected single-trait personality tests increasingly are being developed specifically for use inconsumer behavior studies. Types of traits measured include:a)Consumer innovativeness—how receptive a person is to new experiences.b)Consumer materialism—the degree of the consumer’s attachment to “worldlypossessions.”c)Consumer ethnocentrism—the consumer’s likelihood to accept or reject foreign-madeproducts.4.Researchers have learned to expect personality to be linked to how consumers make theirchoices, and to the purchase or consumption of a broad product category rather than a specific brand.PERSONALITY AND UNDERSTANDING CONSUMER DIVERSITY1.Marketers are interested in understanding how personality influences consumption behaviorbecause such knowledge enables them to better understand consumers and to segment and target those consumers who are likely to respond positively to their product or service communications.Consumer Innovativeness and Related Personality Traits1.Marketing practitioners must learn all they can about consumer innovators—those who arelikely to try new products. Those innovators are often crucial to the success of new products.2.Personality traits have proved useful in differentiating between consumer innovators andnoninnovators.3.Personality traits to be discussed include:a)Consumer innovativeness.b)Dogmatism.c)Social character.d)Need for uniqueness.e)Optimum stimulation level.f)Variety-novelty seeking.Consumer Innovativeness1.How receptive are consumers to new products, new services, or new practices?2.Recent consumer research indicates a positive relationship between innovative use of theInternet and buying online.Dogmatism1.Dogmatism is a personality trait that measures the degree of rigidity an individual displaystoward the unfamiliar and toward information that is contrary to their established beliefs.a)Consumers low in dogmatism are more likely to prefer innovative products toestablished ones.b)Consumers high in dogmatism are more accepting of authority-based ads for newproducts.Social Character1.Social character is a personality trait that ranges on a continuum from inner-directed to other-directed.a)Inner-directed consumers tend to rely on their own “inner” values or standards inevaluating new products and are innovators. They also prefer ads stressing product features and personal benefits.b)Other-directed consumers tend to look to others for direction and are not innovators.They prefer ads that feature social environment and social acceptance.Need for Uniqueness1.We all know people who seek to be unique.2.These people avoid conformity.Optimum Stimulation Level1.Some people prefer a simple, uncluttered, and calm existence, although others seem to preferan environment crammed with novel, complex, and unusual experiences.2.Persons with optimum stimulation levels (OSLs)are willing to take risks, to try newproducts, to be innovative, to seek purchase-related information, and to accept new retail facilities.3.The correspondence between an individual’s OSL and their actual circumstance s has a directrelationship to the amount of stimulation individual’s desire.a)If the two are equivalent, they tend to be satisfied.b)If bored, they are understimulated, and vice versa.Variety-Novelty Seeking1.This is similar to OSL.a)Primary types are variety or novelty seeking.2.There appear to be many different types of variety seeking: exploratory purchase beha vior(e.g., switching brands to experience new and possibly better alternatives), vicariousexploration(e.g., where the consumer secures information about a new or different alternative and then contemplates or even daydreams about the option), and use innovativeness (e.g., where the consumer uses an already adopted product in a new or novel way).a)The third form of variety or novelty seeking—use innovativeness—is particularlyrelevant to technological.3.Consumers with high variety seeking scores might also be attracted to brands that claim tohave novel or multiple uses or applications.4.Marketers, up to a point, benefit from thinking in terms of offering additional options toconsumers seeking more product variety.a)Ultimately, marketers must walk the fine line between offering consumers too little andtoo much choice.5.The stream of research examined here indicates that the consumer innovator differs from thenon-innovator in terms of personality orientation.Cognitive Personality Factors1.Market researchers want to understand how cognitive personality influences consumerbehavior.2.Two cognitive personality traits have been useful in understanding selected aspects ofconsumer behavior. They are:a)Need for cognition.b)Visualizers versus verbalizers.Need for Cognition1.This is the measurement of a person’s craving for or enjoyment of thinking.2.Consumers who are high in NC (need for cognition) are more likely to be responsive to thepart of an advertisement that is rich in product-related information of description.a)They are also more responsive to cool colors.3.Consumers who are relatively low in NC are more likely to be attracted to the background orperipheral aspects of an ad.a)They spend more time on print content and have much stronger brand recall.4.Need for cognition seems to play a role in an individual’s use of the Internet.Visualizers versus Verbalizers1.Visualizers are consumers who prefer visual information and products that stress the visual.2.Verbalizers are consumers who prefer written or verbal information and products that stressthe verbal.3.This distinction helps marketers know whether to stress visual or written elements in theirads.From Consumer Materialism to Compulsive ConsumptionConsumer Materialism1.Materialism is a trait of people who feel their possessions are essential to their identity.2.They value acquiring and showing off possessions, they are self-centered and selfish, theyseek lifestyles full of possessions, and their possessions do not give them greater happiness.Fixated Consumption Behavior1.Somewhere between being materialistic and being compulsive is being fixated with regard toconsuming or possessing.2.Like materialism, fixated consumption behavior is in the realm of normal and sociallyacceptable behavior.3.Fixated consumers’ characteristics:a) A deep (possibly: “passionate”) interest in a particular object or product category.b) A willingness to go to considerable lengths to secure additional examples of the objector product category of interest.c)The dedication of a considerable amount of discretionary time and money to searchingout the object or product.4.This profile of the fixated consumer describes many collectors or hobbyists (e.g., coin, stamp,antique collectors, vintage wristwatch, or fountain pen collectors).Compulsive Consumption Behaviorpulsive consumption is in the realm of abnormal behavior.2.Consumers who are compulsive have an addiction; in some respects, they are out of control,and their actions may have damaging consequences to them and those around them.Consumer Ethnocentrism: Responses to Foreign-Made Products1.To identify consumer segments receptive to foreign-made products, researchers havedeveloped and tested the consumer ethnocentrism scale—CETSCALE.a)CETSCALE results identify consumers with a predisposition to reject or accept fore ign-made products.2.Consumers who are highly ethnocentric feel that it is wrong to purchase foreign-madeproducts because it would hurt the domestic economy.a)Non-ethnocentric consumers tend to evaluate foreign-made products more objectively.3.Marketers can appeal to ethnocentric consumers by stressing nationalistic themes in theirpromotional efforts.BRAND PERSONALITY1.It appears that consumers tend to ascribe various descriptive “personality-like” traits orcharacteristics—the ingredients of brand personalities—to different brands in a wide variety of product categories.2. A brand’s personality can either be functional (“provides safety”) or symbolic (“the athlete inall of us”).Brand Personification1. A brand personification recasts consumers’ perception of the attributes of a product orservice into the form of a “human-like character.”2.It seems that consumers can express their inner feelings about products or brands in terms ofassociation with a known personality.3.Identifying consumers’ current brand-personality link or creating one for new products areimportant marketing tasks.4.There are five defining dimensions of a brand’s personality (“sincerity,” “excitement,”“competence,” “sophistication,” and “ruggedness”), and fifteen facets of personality that flow out of the five dimensions (e.g., “down-to-earth,” “daring,” “reliable,” “upper class,”and “outdoors”).Product Personality and Gender1. A product personality or persona, freque ntly means that the product or brand has a “gender.”2.This assigning of a gender as part of personality description is fully consistent with themarketplace reality that products and services, in general, are viewed by consumers as havinga “gender-being.”3.Armed with such knowledge of the perceived gender of a product or a specific brand,marketers are in a better position to select visual and copy-text for various marketing messages.Product Personality and Geography1.Marketers learned along time ago that certain products, in the minds of consumers, possess astrong geographical association.ing the geographical association can create a geographic equity.3.The real question is, “Does location (geography) add to the brand image and to the product’sbrand equity?”Personality and Color1.Consumers also tend to associate personality factors with specific colors.a)In some cases, various products, even brands, associate a specific color withpersonality-like connotations.b)It appears that blue appeals particularly to female consumers.c)Yellow is associated with “novelty,” and black frequently connotes “sophistication.”d)For this reason, brands wishing to create a sophisticated persona (e.g., Minute Maidjuices or Pasta LaBella) or an upscale or premium image (e.g., Miller Beers’ Miller Reserve) use labeling or packaging that is primarily black.2.Many fast-food restaurants use combinations of bright colors, like red, yellow, and blue, fortheir roadside signs and interior designs.a)These colors have come to be associated with fast service and food being inexpensive.3.In contrast, fine dining restaurants tend to use sophisticated colors like gray, white, shades oftan, or other soft, pale, or muted colors to reflect fine leisurely service.4.Consumers’ like or dislike for various colors can differ between countries.SELF AND SELF-IMAGE1.Self-im ages, or “perceptions of self,” are very closely associated with personality in thatindividuals tend to buy products and services and patronize retailers with images or “personalities” that closely correspond to their own self-images.2.Such concepts as one or multiple selves, self-image, and the notion of the extended self isexplored by consumer behavior researchers.One or Multiple Selves1.Historically, individuals were thought to have a single self-image and focused on productsaccordingly.a)Research indicates a consumer is quite likely to be or act differently with differentpeople and in different situations.2.The idea that an individual embodies a number of different multiple selves suggest thatmarketers should target their products and services to consumers within the context of a particular self.3.The healthy or normal person is likely to display a somewhat different personality in varioussituations or social roles.The Makeup of the Self-Image1. A person has a self-image of him/herself as a certain kind of person.a)The individual’s self-image is unique, the outgrowth of that person’s bac kground andexperience.2.Products and brands have symbolic value for individuals, who evaluate them on the basis oftheir consistency with their personal pictures or images of themselves.3.Products seem to match one or more of individual’s self images; other products seem totallyalien.4.Four aspects of self-image are:a)Actual self-image—how consumers see themselves.b)Ideal self-image—how consumers would like to see themselves.c)Social self-image—how consumers feel others see them.d)Ideal social self-image—how consumers would like others to see them.5.Some marketers have identified a fifth and sixth self-image.a)Expected self-image—how consumers expect to see themselves at some specifiedfuture time.b)“Ought-to” self—traits or characteristics that an individual believes it is his or her dutyor obligation to possess.c)In different contexts consumers might select different self-images to guide behavior.6.The concept of self-image has strategic implications for marketers.7.Marketers can segment their markets on the basis of relevant consumer self-images and thenposition their products or stores as symbols for such self-images.The Extended Self1.Consumers’ possessions can be seen to “confirm” or “extend” their self-images.2.The above suggests that much of human emotion can be connected to valued possessions.3.Possessions can extend the self in a number of ways:a)Actually, by allowing the person to do things that otherwise would be very difficult orimpossible to accomplish (e.g., problem-solving by using a computer).b)Symbolically, by making the person feel better or “bigger” (e.g., receiving an employeeaward for excellence).c)By conferring status or rank (e.g., status among collectors of rare works of art becauseof the ownership of a particular masterpiece).d)By bestowing feelings of immortality, by leaving valued possessions to young familymembers (this also has the potential of extending the recipients’ “selves”).e)By endowing with magical powers(e.g., a cameo pin inherited from one’s aunt might beperceived as a magic amulet bestowing good luck when it is worn).Altering the Self1.Consumers often wish to change themselves—to become a different or improved self.2.It seems consumers are trying to express their individualism or uniqueness by creating andmaintaining a new self.3.Clothing, cosmetics, jewelry, grooming aids, and all kinds of accessories offer consumers theopportunity to modify their appearance and thereby to alter their selves.4.Personal vanity and self-image are closely related.VIRTUAL PERSONALITY OR SELF1.There has been a tremendous growth in the use of online chat rooms.2.People who are visiting chat rooms are able to carry on real time conversations aboutthemselves and topics of mutual interest with people from all over the globe.a)The participants commonly never get to see each other.b)This creates an opportunity for chat room participants to try out new identifies or tochange their identities while online.3.In terms of personality, one can change from mild-mannered to aggressive, or from introvertto extravert.4.The notion of a virtual personality or virtual self provides an individual with the opportunityto try on different personalities or different identities, much like going to the mall and trying on different outfits in a department or specialty store.5.If the identity fits, or the personality can be enhanced, maybe we keep the new personality infavor of our old personality.6.The Internet is redefining human identify, creating an “online self.”DISCUSSION QUESTIONS1. How would you explain the fact that, although no two individuals have identicalpersonalities, personality is sometimes used in consumer research to identify distinct and sizable market segments?Because the inner characteristics that constitute an individual’s personali ty are a unique combination of factors, no two individuals are exactly alike. Nevertheless, many individuals tend to be similar in terms of a single personality characteristic. For instance, many people can be described as “high” in sociability (the degree of interest they display in social or group activities), although others can be described as “low” in sociability. Personality is a useful concept because it enables us to categorize consumers into different groups on the basis of a single trait or a few traits. If each person were different in all respects, it would be impossible to group consumers into segments, and there would be little reason to develop standardized products and promotional campaigns. Marketers seek to identify those particular persona lity characteristics that are shared by those individuals who constitute a particular market segment.2. Contrast the major characteristics of the following personality theories: a) Freudiantheory, b) neo-Freudian theory, and c) trait theory. In your answer, illustrate how each theory is applied to the understanding of consumer behavior.a)Freudian (or psychoanalytic) theory is based on the premise that subconscious needs,especially biological and sexual needs, are the center of human motivation and personality. Because of its clinical origin, this theory stresses measurement of personality through qualitative or subjective approaches (e.g., projective techniques).The major application of Freudian theory to consumer behavior is Ernest Dichter’s work.b)Neo-Freudian theory contends that social relationships are fundamental to thedevelopment of personality. For example, Adler proposed that overcoming feelings of inferiority is the major factor in human motivation, and Sullivan viewed reduction of anxiety as a key factor. The most systematic application of neo-Freudian theory in consumer research is the development of the CAD scale—a personality test based on。

杨荣刚等现代广告全书辽宁人民出版社沈阳：1994.9第十一章广告与文化心理每个消费者都在一定的文化环境中成长，并在一定的文化环境中生活着，其思想意识必然打上了深深的文化烙印。

因此，广告制作者必须十分重视对文化心理的研究，要了解社会文化对消费行为的影响，制定出合适的广告策略，以达到促销的目的。

否则，即使产品质量再好，广告宣传投资再多，也难免要遭冷落。

其原因之一是，商品和广告没有体现或者甚至违背了当地的风俗、习惯、信仰、价值观、语言文字、教育水平以及社会组织情况等因素—社会文化因素。

一、文化与消费行为1．文化及其特点文化一词是用来表达人类生存所积累的一切成就的概括。

有时也指社会意识，包括政治、思想、道德、艺术、语言文字、风俗习惯、宗教信仰、价值观等诸多方面。

各个国家由于民族、历史、地理位置以及物质生活等方面的不同，产生了各自独特的文化。

在不同国家里成长的人，在风俗习惯、崇尚爱好、宗教信仰上都有明显的差异。

人们的饮食爱好，千差万别，中国人吃米饭、馒头，西方人却以面包为主食。

法国人把蜗牛尊为名菜，有些非洲人将蚂蚁奉为美撰。

颜色的爱憎也有很大的差异：我国人民一向认为红色吉利，丹麦人、捷克人和斯洛伐克人也都认为红色代表喜事，是一种积极的色彩；而美国人却认为红色有着许多令人讨厌的意思，如红色表示停止，帐目上叫赤字，是亏本的象征。

又例如，1982年以前，美国大多数人认为黑色是吊丧、晦气的象征，但1982年秋季开始，由于许多商人采用黑色作为商标和产品的主色，黑色一下就流行起来，黑色现在在美国被认为是高贵、典雅和精力旺盛的象征。

可见文化是在发展变化的。

我们这里所说的文化，是指一国中大多数人与消费有关的崇尚爱好和风俗习惯，如风俗习惯、宗教信仰、价值观、语言文字等，这些文化因素对消费者作出的购买决策会产生巨大的潜在影响。

从上面所举的例子我们可以看出，文化具有这样几个特点：①文化不是先天遗传来的，而是在后天的社会环境中形成的。