Consumer Behavior - Some Die Ard Fans Were Not Pleased When the Rolling Stones Sold the Tune Start Me Up or About $4 Million to Microsoft Which Wanted the Classic Song to Promote Its Windows 95 Launch

WE PROVIDE KSBM MBA EMBA BMS DMS GDM CASE

STUDY ANSWERS, ASSIGNMENT SOLUTIONS,

PROJECT REPORTS AND THESIS

aravind.banakar@gmail.com

ARAVIND - 09901366442 – 09902787224

www.mbacasestudyanswers.com

CONSUMER BEHAVIOR

No. 1

The slogan for the movie Godzilla was “Size does matter.” Should this be the slogan for

America as well? Many marketers seem to believe so. The average serving size for a

fountain drink has gone from 12 ounces to 20 ounces. An industry consultant explains

that the 32 – ounce Big Gulp is so popular because “people like something large in their

hands. The large the better.” Hardee’s Monster Burger, complete with two beef patties

and five pieces of bacon, weighs in at 63 grams of fat and more than 900 calories. Clothes

have ballooned as well: Kick wear makes women’s jeans with 40 – inch diameter legs. The

standard for TV sets used to be 19 inches; now it’s 32 inches. Hulking SUVs have replaced

tiny sports cars as the status vehicle of the new millennium. One consumer psychologist

theorizes that consuming big things is reassuring: “Large things compensate for our

vulnerability,” she says. “It gives us insulation. The feeling that we’re less likely to die.”

What’s up with our fascination with bigness? Is this a uniquely American preference? Do

you believe that “bigger’s better?” Is this a sound marketing strategy?

NO. 2

Some die-hard fans were not pleased when the Rolling Stones sold the tune “Start Me Up”

for about $4 million to Microsoft, which wanted the classic song to promote its windows

95 launch. The Beach Boys sold “Good Vibrations” to Cadbury Schweppes for its Sunkist

soft drink, Steppenwolf offered its “Born to be Wild” to plug the Mercury Cougar, and even

Bob Dylan sold “The Times They Are A- Changin” to Coopers & Lybrand (now called price

Waterhouse Coopers). Other rock legends have refused to play the commercial game,

including Bruce Springsteen, the Grateful Dead, Led Zeppelin, Fleetwood Mac, R.E.M. and...