BASIC MARKETING 18th Edition by Jerome McCarthy William Perreault, Joseph Cannon

Exercise 9

On the basis of the data and analysis presented in Chapters 5 and 6, what kind of buying behavior would you expect to find for the following products: ( a ) a haircut, ( b ) a shampoo, ( c ) a digital camera, ( d ) a tennis racket, ( e ) a dress belt, ( f ) a cell phone, ( g ) life insurance, ( h ) an ice cream cone, and ( i ) a new checking account? Set up a chart for your answer with products along the left-hand margin as the row headings and the following factors as headings for the columns: ( a ) how consumers would shop for these products, ( b ) how far they would travel to buy the product, ( c ) whether they would buy by brand, ( d ) whether they would compare with other products, and ( e ) any other factors they should consider. Insert short answers-words or phrases are satisfactory-in the various boxes. Be prepared to discuss how the answers you put in the chart would affect each product's marketing mix.