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Consumers
Eric Arnould, University of Nebraska
George Zinkhan, University of Georgia
Linda Price, University of Nebraska
Organization and Household Consumer Behaviors

Internet Exercises

  1. Compare and contrast two web sites; one designed for the household consumer and one designed for the organizational consumer. In what ways are they most similar and in what ways are they most different? What could each business learn from the other to better service it's consumers?
  2. Visit www.earthshare.org. Surf the site and make a list of the ways the organization uses the "even-a-penny" approach, in addition to the pressure of conformity to the politically correct idea, to persuade people to donate time and money to their organization. How effectively does this approach work for you personally? Please explain your answer.
  3. Compare the web sites for The Gap (www.gap.com) and Kraft Foods (www.kraftfoods.com). What kind of household does each site target? What are the ways in which each site delivers value to the targeted households?




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