Now that you've watched the Case Study Video, below you'll find a number of discussion questions. Some of these questions ask you to reflect on what you've seen in this video. Others may provide links to Web sites for further exploration.
In the Resolution Video, you encountered one of the most important tools for understanding consumer behavior: VALS2TM. The database uses a wide range of information on consumers to organize them into useful marketing categories.
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Review the description of "Experiencers" at the VALSTM site. Based on what you have learned about CanGo so far, do you think this term accurately describes the typical CanGo customer? Why or why not? |
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In the video, Andrew notes that the VALSTM report categorizes CanGo customers as "Experiencers" with secondary aspects of "Achievers." Keeping in mind the differences between Achievers and Experiencers, what conflicts might CanGo confront as it tries to market to this group? |
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Go to the site of the Japanese External Trade Organization (JETRO). Click on the "business in formation" link and then the "practical information" link. Find and read the selection entitled "The Japanese Consumer." After reading that section and browsing the rest of the site, discuss what influences might shape the behavior of Japanese consumers. Compare those influences with those that affect consumer behavior in the United States. |
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Based on what you now know about the Japanese market, do you think CanGo has an opportunity to sell its products there? What further steps would you take to gain a better appreciation of Japanese consumers? Finally, discuss briefly whether CanGo can expect from Japanese consumers behavior that is similar to that of the typical CanGo consumer as Andrew portrays that person. |
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Congratulations! You've come to the end of this episode.
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