1. Chapter 8 talks about co-branding. Which of the meal kit companies in the case uses
co-branding and how?
2. Chapter 9 discusses schemas, schematic memory, and schematic diagrams. See
Figure 9-2 for an example.
a
...
1. Chapter 8 talks about co-branding. Which of the meal kit companies in the case uses
co-branding and how?
2. Chapter 9 discusses schemas, schematic memory, and schematic diagrams. See
Figure 9-2 for an example.
a. Draw a schematic diagram for meal kits in general.
b. Choose a brand of meal kit with which you are familiar. If you are not
familiar with any, then choose one, do a brief Internet search, and become
familiar. Then, draw a schematic diagram for that particular brand of meal
kit.
c. Write a brief description of how the schematic diagram for the generic meal
kits is similar and different from the schematic diagram for a particular
brand of meal kit.
3. Chapter 9 discusses conditioning as a form of learning. Several brands of meal kits
offer free trials before consumers commit to a subscription. What type of
conditioning are meal kit marketers using when they do this? Why?
4. Chapter 10 discusses Maslow’s hierarchy of needs. Which of the needs could be
satisfied with subscribing to a meal kit plan? (Hint: There is more than one correct
answer.)
5. Chapter 12 discusses the VALS psychographic segmentation scheme. Which of the
VALS segments are most likely to subscribe to meal kit plans? Which of the VALS
segments is least likely to subscribe to meal kit plans? Justify your response.
6. Chapter 10 discusses using projective techniques, such as laddering, to discover
latent and manifest motives. Assemble a small group of consumers who have used
meal kits and conduct a focus group about their perceptions and motivations for
purchasing meal kits. If you cannot find enough people for a focus group, a depth
interview with one person also would work. Why did they purchase or subscribe to a
meal kit? What were their feelings and experiences? Which one(s) did they try?
Why? Would they try the same brand or another brand again? Why or why not?
These are some sample questions to start moderating the focus group, but there are
many more you could ask to facilitate a conversation, write a brief description of
your process and findings.
7. Chapter 7 discusses diffusion of innovations. What type of innovations is the meal
kit concept?
8. Imagine you were going to launch a meal kit business. The case mentions several
meal kit companies that serve market niches, such as vegan and Southern-inspired
cuisines. Brainstorm an idea for a meal kit plan. Then, using the information in the
tables, information from the text, and your own knowledge, describe a target
market that would be a good fit with the market niche your meal kit plan would best
satisfy.
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