In an example of _____________, Volkswagen set up a series of outdoor marketing
experiences where they put the “Fun Theory” to the test. This is basically the notion that
if you make it fun, people will do it. In one example, VW installed musical keyboard
bars as stairs in a subway station. This is an example of:
a. sensory marketing.
b. stealth marketing.
c. guerilla marketing.
d. viral marketing.
Answer:
The ________ consists of all those people and organizations involved in creating
symbolic meanings and transferring those meanings to cultural goods.
a. fashion revue
b. fashion system
c. cultural elite
d. fashion oligopoly
Answer:
When Gillette’s Mach 3 razor gives way to Gillette’s new Mach 3 Turbo, this is known
as a:
a. market modification.
b. discontinuous innovation.
c. dynamically continuous innovation.
d. continuous innovation.
Answer:
All of the following are true about balance theory, EXCEPT:
a. the attitude structures are called triads.
b. it assumes the triad desires balance.
c. a sentiment relation occurs where two elements are linked.
d. each triad consists of perception of an object, attitude to an object, and attitude to a
person.
Answer:
When data is collected by the researcher specifically for the research question at hand
this is called:
a. exploratory research.
b. quantitative research.
c. primary research.
d. secondary research.
Answer:
Global terms like kuroi kiri, la mordida, bustarella, and baksheesh are referring to:
a. competition.
b. segmentation.
c. theft.
d. bribery.
Answer:
After studying the IKEA catalogue, Lee phoned and placed an order for a new table.
This is an example of a first-order response.
a. True
b. False
Answer:
Cultural selection is the process where some alternatives are selected over others by
cultural gatekeepers.
a. True
b. False
Answer:
Generally speaking, comparative ads are more effective when:
a. the marketer of an established brand wishes to eliminate new competition.
b. the marketer of a new product wishes to point out faults in the dominant brand.
c. the marketer of an established brand wishes to freshen the image of his brand on
selected attributes.
d. the marketer of a new product wishes to give his product a clear brand image close to
that of the dominant brand.
Answer:
If a female consumer sees an ad about a woman who can no longer fit in her old bathing
suit, the consumer might think about her own situation and make a personal pledge to
lose some weight before summer arrives. This would be an example of marketing
communications that attempt to influence a consumer’s level of ________.
a. doubt and regret
b. dedication and control
c. strength and conviction
d. self-esteem
Answer:
Katie is constantly preoccupied with her weight. – She weighs herself twice a day. She
is exhibiting behaviour that is reflective of:
a. fattism.
b. ultra-slim-fast mania.
c. Carpenter’s compulsion.
d. Sands’ syndrome.
Answer:
Mary Jane is a very conservative businesswoman by day. However, when she decides to
“go out on the town,” she likes to party and “kick up her heels.” This would be an
example of a reaction due to the fact that many consumers ________.
a. are not confident with their real selves
b. prefer their ideal self
c. have secret identities
d. have multiple selves
Answer:
Research has shown that at least three emotional dimensions have been identified in
commercials. Two of these emotional dimensions are pleasure and arousal. What is the
third emotional dimension?
a. pride
b. social connection
c. influence
d. intimidation
Answer:
Men account for as much as twenty percent of cosmetic surgery. One of the more
popular operations is:
a. pectoral muscle enhancements
b. lip enhancements
c. nose reductions
d. liposuctions
Answer:
Some drug and grocery stores have cards whereby customers can collect points for
purchases. Certain levels of points result in some sort of reward. This is an example of
which kind of reinforcement?
a. fixed-interval
b. fixed-ratio
c. variable-interval
d. variable-ratio
Answer:
The view that consumers carefully gather, integrate, and weigh all the information
available about a product before making a purchase decision is known as the:
a. rational perspective.
b. experiential perspective.
c. interpretative perspective.
d. behavioural influence perspective.
Answer:
AIO statements consist of consumer responses identifying their:
a. attention, interests, outcomes.
b. activities, interests, outcomes.
c. attention, interests, opinions.
d. activities, interests, opinions.
Answer:
Freudian theory implies that consumers cannot tell us their true motivations for buying
a product.
a. True
b. False
Answer:
People who own the newest Mercedes convertible with 500 horsepower most likely:
a. are conservative and thrifty.
b. lack social comparison.
c. are difficult customers.
d. have high self-esteem.
Answer:
In group decision-making contexts, the person who actually consumes the product or
service is called the:
a. initiator.
b. user.
c. buyer.
d. influencer.
Answer:
Andy Wilcox was running for mayor. His campaign manager asked people to put a
small pro-Wilcox sign in their yard. Later the manager called the same people and
asked if a larger sign could be placed in their yards. He was seldom turned down. This
is an example of the foot-in-the-door technique.
a. True
b. False
Answer:
Which is the primary growing consumer market in the Middle East at present?
a. sports cars
b. menswear fashion
c. designer ladies underwear
d. western luxury fashion brands
Answer:
__________ refers to a relatively permanent change in behaviour that is caused by
experience.
a. Learning
b. Memory
c. Perception
d. Motivation
Answer:
Which of the following is nota lower-order goal for people that recycle?
a. avoiding filling up landfills
b. reducing waste
c. reusing materials
d. providing for future generations
Answer:
One recent trend in our culture is for middle-aged women to get a tattoo. Which of the
following best explains the reason for middle-aged women to act in this way?
a. to declare their outcast status
b. to express their desire to breakaway from their baby boomer parents
c. to express their desire to bond with their younger counterparts that are half their age
d. to celebrate a milestone such as a big birthday, a divorce, or becoming an
“empty-nester”
Answer:
If we assume that a source who is beautiful also rates highly on other dimensions, we
are making an assumption called:
a. associative-cluster effect.
b. halo effect.
c. leniency tendency.
d. appearance bias.
Answer:
The strategic implications of product categorization include all of the following,
EXCEPT:
a. product life cycling.
b. locating products.
c. identifying competitors.
d. exemplar products.
Answer:
Fred is trying to understand why his customers feel the way the do about the speakers
he sells. He first identifies what speaker attributes are important to his customers, and
then analyzes the extent to which his customers believe his speakers contain those
attributes. Finally, he identifies the relative importance of each attribute. Fred is
utilizing a multi-attribute attitude model.
a. True
b. False
Answer:
When Japanese cars first became popular in the United States, some drivers of domestic
cars placed bumper stickers on their vehicles that stated “Hungry? Eat your foreign car.”
These stickers encouraged people to support local workers and keep the balance of
trade between Japan and the United States more toward an American advantage. The
attitude expressed by the stickers is called ________.
a. national inertia
b. lexicographic determinism
c. stereotyping
d. ethnocentrism
Answer:
Which of the following is not true about a fad?
a. A fad does not perform any meaningful function.
b. A fad is adopted on impulse.
c. A fad is short-lived.
d. A fad trickles up and down through social classes.
Answer:
Evaluations are temporary positive or negative affective states that are accompanied by
moderate levels of arousal.
a. True
b. False
Answer:
If a well-known bank robber endorsed a burglar alarm system in a commercial,
consumers would be persuaded more favourably because of his presumed credible
knowledge than turned off by his former criminal activity.
a. True
b. False
Answer:
According to the elaboration likelihood model (ELM), the primary determinant of
which route a consumer will follow in processing a message depends upon the:
a. personality of the consumer.
b. personal relevance of the information.
c. type of message.
d. intelligibility of message.
Answer:
The four regions of Canada are usually identified as all of the following except:
a. Atlantic Canada
b. Quebec
c. Ontario
d. The Praries
Answer:
In terms of the extended self, the level indicated by homes would be:
a. aspirational
b. family
c. occupational
d. group
Answer:
Define culture and give a brief description of how it is viewed in relation to products.
Answer:
Explain the concepts of subculture and microculture and give an example of each.
Answer:
Of the four conflicts that characterize teenagers, which would be more of an issue in
Asian societies where conformity is highly valued?
Answer:
Do the terms “maleness”femaleness” and “masculinity”femininity” mean the same
thing? Discuss and include gender-typed products in your answer.
Answer:
Olivia is a restaurant reviewer. As a cultural specialist what effect, if any, does she have
on the products offered to consumers?
Answer:
Five metaphors in study capture women’s perspectives on time. What does “time is a
map” convey?
Answer:
What is trade dress? Give an example.
Answer:
What are sociometric methods used for and why are they expensive?
Answer:
Give an example of the negative impact that co-consumers can have.
Answer:
Describe the teen conflict identified by the Saatchi and Saatchi study as rebellion
versus conformity.
Answer:
What do marketers mean by the term AIOs?
Answer:
What is a discontinuous innovation?
Answer:
Describe the three sociological models of fashion described in the text.
Answer:
What is the self-designating method used for? How does it function and what are its
advantages?
Answer:
Compare and contrast descriptive norms and injunctive norms. Give an example of how
each might be used in a city-wide campaign encouraging consumers to recycle.
Answer: