1.

What affective responses do you think the Barnes & noble environment creates? How might consumers cognitive systems interpret these responses? From a marketing perspective, which is more important to Barnes & Noble affect or cognition?

Barnes & Noble environment creates specific affective in order to attract customer. They focus on consumer specific feelings in working with consumer purchasing analysis and moods in a situation based affective response. When consumers are in good feelings and good moods they tend to concentrate on purchasing. Barnes & noble creates the environment in such a way that consumer spend more time and feel relaxation and entire music system with coffee bar that makes them in good moods.

2.

Rob goes to a Barnes & Noble location to hang out and meet people. Lisa goes only when she wants to purchase a specific book or CD. Describe how their integration processes might convince them to choose Barnes & Noble over the myriad options they have.

Integration process consumers attention and intentions grow and they take decision about brand. Rob took the decision according to his past experience and his integration process works with his mind gave clear concepts about Barnes & Noble while Lisa had a good knowledge about the purchasing situation in Barnes & Noble. She could have read a book before buying it.

3.

Many of the activities that take place at Barnes & Noble store or (Barnesandnoble.com) do not require a purchase. Participating in discussion board and going to in-store performance are free and obviously it doesnt cost anything to simply go in. sit a chair and read a book. So why do people buy? How do these activities influence consumers affect and cognition.

Barnes & Noble doesnt require to purchase. When a consumer wants to buy a product the total affect and cognition works together and Barnes & Noble marketing strategy largely influence on that. They always suggest to participate, stay longer, read book and hang out etc. all of these indirectly influence a consumer to buy from this store. Consumer always wants to buy a book after reading some couple of page or chapter. They can evaluate a book before purchase. On the other hand, Book is a special product. Consumer can purchase same book from different store, but a store like Barnes & Noble largely influence a consumer to buy book from their store.

Mary Jean A. Brocoy 11094877

Case Discussion 2 Chapter 3&4

Ms Angie Serrano February 13, 2012

4.

Create and associative network of your knowledge about Barnes & Noble. How did you acquire this knowledge? What might cause that knowledge structure to be activated? How can marketers activate our knowledge structure? What parts of your knowledge structure are most likely to influence your decision to visit a Barnes & Noble store? What parts are most likely to influence your decision to go to Barnesandnobl.com?

We can acquire this knowledge by visiting Barnes & Noble website and some other web Forum. Their entire features, marketing tools, web design, and case point of view made us and gave a clear idea of knowledge structure. Barnes & noble influence us by creating and providing some free article and free discussion in their website.

5.

Describe a script for shopping at a bookstore. Think Barnes & Noble could try to influence a stage in this script?

Barnes & Noble try to influence its consumer by providing experience in its store by the following script process the consumer will: Enter the Barnes & Noble Step to bookshelves Take a preferred book Take a coffee Take a suitable place for reading Play favourite music Stay longer as long as we want Step to the counter Pay for the book Leave the store

6.

Visit the Barnes & Noble website (www.BarnesandNoble.com). Do you have any suggestions for how to make the site more sticky. (I.e. how to make visitors stay longer?

In order to make the website sticky marketer can take some strategy. Organize a word puzzle game after reading some articles. Make a discussion forum on website. Article sharing with others members for registered members. Slow beat music while reading some article

Mary Jean A. Brocoy 11094877

Case Discussion 2 Chapter 3&4

Ms Angie Serrano February 13, 2012

1.

Apparently there are two marketing segments of consumer for many product forms of athletic shoesthose who use the shoes to engage in the designated athletic activity and those who primarily use the shoes for casual wear and seldom engage in athletic activity. a. Discuss the difference between these two segments in means-end chains and especially end goals, needs, and values for running, basketball, aerobics, or tennis shoes. Athletic activity End Goal Needs Values Maximum utility Outdoor activity durable performance Casual wear Self-esteem Comfort Daily use style

b.

Draw means-end chains to illustrate your ideas about how these two segments differ. Means-end chains it is well-established fact that creating value for customer is very important source of competitive advantage. Attributes Market segment Those who use to engage in the designated athletic activity Those who use the shoes primarily for casual wear and seldom engage in the athletic activity Attributes High quality Consequences Consequences Great testing Values Values Satisfaction Comfortable Comfortable

Common

Simple

Means-end chains model c. What types of special difficulties does a marketer face in promoting its products to two marketing segments of consumers who use the product in very different ways? Many non athletic consumers assume that all athletic shoes are suitable for any kind of sports this, thats why marketers have the difficulties in promoting products in different segments. Unlike athletic people they prefer the quality and satisfaction that the footwear could provide.

Mary Jean A. Brocoy 11094877

Case Discussion 2 Chapter 3&4

Ms Angie Serrano February 13, 2012

2.

Discuss your reaction to Nikes handling of criticism of its overseas plants. In your opinion, what are Nikes ethical responsibilities are in this situation? Nikes create a new position for a vice president for corporate and social responsibility. The company hired well known independent auditors. A bare minimum wage plan was agreed upon in various companies. Workers were offered a better safety package and the internal quality of the factories was made to suit internationally accepted health standards. Forced labor was abolished and a maximum limit on working hours was introduced. Similarly, the company discouraged engaging the services of children below a specific age for work in the factories. It is Nikes ethical responsibilities to address the situation and take the best affords it can to stop the sweatshop labor practice. Nike should bear responsibility all the way down the pipeline for everything that goes into the production of its sneaker. Although the production was subcontracted to independently owned factories and the workers were not Nike employees, but indirectly its still have the responsibility because of the workers contribution to the company. I believed that the company could enforce ethical work culture if it so desired. Nike has expanded its product line well beyond the original running shoes. It now includes model for virtually every type of sport or physical activity. Visit the Nike website www.nike.com for a complete listing of the models it sells. Moreover Nike continually introduces new models; on average Nike introduces a new shoe everyday of the year. Discuss the pros and cons of this continual churn of new attributes and new product. How do you think consumers react to this? There is effect that Nike has to face when Nike introduces a new attributes and new products frequently. Advantages Nike will able to improve their performance in searching New design and styles of shoes. Customers will have a lot of choice in making selection Depends on their wants. Nike will improve their company and brand image at the Same time expand their market share. Disadvantages -Increase the cost in handling inventory, designing, advertising and production Customer reaction They will get the latest design of shoes. A lot of choice in making selection depends on their preference Customers will find the Nike shoes are trendy. In contras sometimes Customer maybe feel fed up because they cant follow the changing of Nike shoes. Not all the customers can follow the changing of Nike.

3.

Mary Jean A. Brocoy 11094877

Case Discussion 2 Chapter 3&4

Ms Angie Serrano February 13, 2012

4.

Nikes Advertising Strategy Designed to make a connection to the consumer Seldom pitch the product directly or talk about product attributes Sometimes dont even mention the companys nam, featuring instead only the swoosh logo Seek to portray the core values of sport Collaboration ads with another strong branded product, such as Apple iPod

5.

Recently Nike abandoned the swoosh logo in its advertising and replaced it with the word Nike in lowercase lettering. Why do think Nike made this decision? Establishing a separate division called ACG (all-condition gear), designed a line of shoes and apparel that bears the distinctive ACG logo rather than the familiar Nike swoosh. Portray a new image consistent with the changing environment in sport athlete Try to make an innovation to maintain its popularity in high competition market However, even Nike is not beyond trying to spruce up their image. The accompanying Nike font style has been altered many times, in an attempt to keep up with changes in taste and design sensibility.

6.

Nike has to develop comprehensive marketing strategies Sell the trust and value of Nike its self Keep up satisfying is market and position its self as its wants in the mind of customer.

Mary Jean A. Brocoy 11094877

Case Discussion 2 Chapter 3&4

Ms Angie Serrano February 13, 2012