Mary grew up when the mini skirt and the Beatles were the rage. She came from which
of the following age sub-cultures?
a. Generation Y
b. baby boomers
c. baby busters
d. baby boom echo
Answer:
In its advertising, MasterCard (MC) shifted the emphasis from glamorous affluent
professionals to “ordinary” people with everyday uses for the card, e.g., a young man
buying furniture for his first apartment. This strategy reflected:
a. MC not wanting to be associated with the extravagant consumption patterns of the
1980s.
b. people with less money resented their showing affluence.
c. people are swayed by knowing how people who are similar to them conduct their
lives.
d. MC could not compete effectively against American Express with the affluent image.
Answer:
The “economics-of-information approach” to search states that consumers will continue
to acquire as much information as they need to make a decision so long as the benefits
from searching outweigh the costs.
a. True
b. False
Answer:
Researchers primarily see the gift-giving ritual as one of ________.
a. symbolic exchange
b. psychological exchange
c. economic exchange
d. guilty exchange
Answer:
Bilateral cycling is a process where already-purchased objects are sold to others or
exchanged for other items.
a. True
b. False
Answer:
Ricardo is quite upbeat and positive about his life and prospects. He is most likely a:
a. Gen Xer.
b. Gen Yer.
c. skater.
d. marketer.
Answer:
A marketing consultant maintains that customers buy the “sizzle” and not the steak.
When is that least likely to be true?
a. It is less true when customers have low involvement with the product.
b. It is less true when customers typically purchase before they change their attitudes
toward a product.
c. It is less true when customers are not very knowledgeable with the product category.
d. It is less true when customers when customers purchase only based on price.
Answer:
Jason and Mark were talking in class, but so was everyone else. As they continued to
discuss their day’s adventures, it suddenly became clear to them that the teacher was
staring at them. They didn’t realize that the class had been called to order and what was
once only one conversation among many was now disruptive. Jason apologized quickly
and the teacher resumed her normal activities. This situation illustrates what important
aspect of perception?
a. A person’s ability to detect a difference between two stimuli is absolute.
b. A person’s ability to detect a difference between two stimuli is relative.
c. Men’s perceptual filters are underdeveloped compared to those of women.
d. Adaptation is a common problem among younger people.
Answer:
A person who is anorexic is suffering from a negative body cathexis.
a. True
b. False
Answer:
The strategy of getting customers to sell a product on behalf of the company that creates
it is called:
a. permission marketing
b. viral marketing.
c. stealth marketing
d. relationship marketing
Answer:
Ellen was asked to fill in a questionnaire. She described herself as having the most
“modern” sex-role attitudes, as more likely to engage in exercise, and as consuming
more alcohol than people in other age groups. Which of the family life cycle categories
would Ellen best fit?
a. young bachelors and newlyweds
b. full nest I
c. full nest II
d. empty nest
Answer:
Are cognition and affect two separate elements of attitudes? Affective responses do not
always require prior cognitions according to the position taken by the:
a. cognitive-affect model.
b. experiential model.
c. independence hypothesis.
d. imbalanced-attribute hypothesis.
Answer:
Air Canada teams up with Tropical Vacations Inc. to offer package deals of compatible
experiences. When the symbolic meanings of different products are related, this is
called:
a. co-branding.
b. product complementarity.
c. repositioning.
d. brand personification.
Answer:
Jane and Julie are identical twins. They look alike and have almost identical
personalities. They both live in the same apartment. By definition, they would both
have the same lifestyle.
a. True
b. False
Answer:
Sometimes it is hard to tell how much a hotel or motel room will cost by simply looking
at it, and most rooms have the standard amenities. As one traveller observed, “They all
look alike in the dark.” Surroundings and amenities being equal, many travellers will
still select a hotel or motel with a higher price. If the traveler is not buying physical
surroundings, what situational effects are most likely in play?
a. The traveller is emphasizing the social surroundings and those who are likely to be
their co-consumers.
b. The traveller is emphasizing the consumption situation.
c. The situation emphasizes the importance of time poverty in travel.
d. The situation emphasizes the true random nature of the service industry.
Answer:
The City of Toronto creates a series of radio spots that communicate the social
expectation that city residents should compost their organic household waste. This is an
example of using a(n)__________ to influence attitudes and behaviour.
a. consistency motive
b. affiliation goal
c. injunctive norm
d. implicit expectation
Answer:
For marketing strategies aimed at the mature market to succeed, which three factors
should marketers consider addressing?
a. autonomy, connectedness, altruism
b. autonomy, communication, social class
c. connectedness, social class, environment
d. connectedness, altruism, social class
Answer:
What percentage of social media users follow a brand on its Facebook page post
purchase?
a. approximately 50%
b. approximately 75%
c. less than 30%
d. approximately 15%
e. more than 85%
Answer:
Rather than try to reach everybody, a marketer today usually targets his product to
specific consumers, even if he makes other people deliberately avoid it as a result.
a. True
b. False
Answer:
Jose is a buyer for a large company that sells herbs. He is constantly on the lookout for
new sources of herbs and needs to be up on any change in the growing conditions and
health of any given crop. Jose has volunteered to be a subject in a large university study
that asks each individual whether they consider themselves to be opinion leaders. Such
studies are based on:
a. sociometry.
b. the self-designated method.
c. monomorphic analysis.
d. influence patterning.
Answer:
Gaynor is delighted when a TV sitcom show calls to ask if they can mention her
services within an actor’s dialogue in a program. This is an example of ________ .
a. innovative advertising.
b. advergaming.
c. brand insertion.
d. product placement.
Answer:
Jett is part of the second largest ethnic market in Canada. Approximately 80% of his
neighbours are from the same group. What is group and where is he likely to be living?
Answer:
Acme Company knows its product has little brand loyalty, and customers don’t have a
strong preference for its product or the competitor’s. To develop a positive attitude in
the market, Acme should concentrate first on ________ their product.
a. the emotional aspects of
b. the informational process related to
c. the hedonic consumption of
d. the behavioural intentions generated by
Answer:
Wendy likes to purchase from the locally owned bagel shop even though she would get
a better deal at the chain down the road. Her shopping style can be termed:
a. economic.
b. personalized.
c. apathetic.
d. ethical.
Answer:
In the information-processing approach to memory, ________ refers to how the mind
accesses information.
a. storage
b. retrieval
c. encoding
d. decoding
Answer:
The tendency for groups to take larger risks in decision making than the same
individuals would take when acting alone is known as:
a. an intuitive leap.
b. the daredevil theory.
c. the risky shift.
d. Jekyll-Hyde decision making.
Answer:
The practice of monitoring blood flow while we are exposed to various marketing
stimuli illustrates the practice of:
a. hypermarketing.
b. hemomarketing.
c. cybermarketing.
d. neuromarketing.
Answer:
When Disney Land Hong Kong used elements of feng shui in elements of their design,
they were taking an etic perspective.
a. True
b. False
Answer:
Shawn enjoys looking at activity on a consumption community for soccer enthusiasts,
but he only looks at the actions of others and does not actively participate. In other
words, he is a(n):
a. soccer enthusiast.
b. lurker.
c. creep.
d. undercover agent.
Answer:
Regardless of how much behavioural change is demanded by an innovation, all of the
following tend to be factors which speed up the adoption of innovations EXCEPT:
a. compatibility with consumers’ lifestyles.
b. trialability through free or “trial-size” samples of new products.
c. consumers believe there will be more benefits in the new offer.
d. lower cost than previous alternative.
Answer:
Research on happiness suggests that:
a. material goods are the secret to happiness.
b. people report decreased levels of happiness when they spend money on others, as
opposed to on themselves.
c. encouraging people to think about time (as opposed to money) motivates them to
spend more time with family and friends.
d. encouraging people to think about money (as opposed to time) induces people to
socialize less more.
Answer:
Explain why marketers would be interested in the concept of “worldview” regarding
consumers.
Answer:
You are a personal image designer. The goal of your job is to provide people with
product recommendations for create a positive image. A man comes to you saying he
wants a consumption constellation that reflects a more affluent lifestyle. What theory
does your job rely on and what do you recommend?
Answer:
Mary is a doctor. Mike is a garbage collector. How would we define them in terms of
occupational prestige? How does this relate to their social class?
Answer:
John has a low involvement relationship with the bathroom tissue he buys. What can
the manufacturer do to appeal to John?
Answer:
Describe the phenomenon of deindividuation.
Answer:
Describe the three elements most multi-attribute models specify
Answer:
An illegal business practice in any given country could or could not be considered
unethical. Explain.
Answer:
Perfume ads often show women getting attention and receiving compliments,
apparently because of the perfume they are wearing. Jennifer figured out that she was
likely to get similar attention if she acted in a similar manner as the women in the ads
and used Obsession. What is the learning process Jennifer is engaging and will it be
effective?
Answer:
Raymond and Erstil and planning on taking their successful European product line,
Earth-Glow, into the Japanese market. In terms of language issues, what should they
make sure they do and why?
Answer:
What is fattism? Provide a specific example of this in society.
Answer:
Describe the expectancy disconfirmation modeland give an example of its application.
Answer:
Describe the basic premise of motivational research and how it is conducted. Why has
this type of research been criticized?
Answer:
What is a microculture? Give an example
Answer:
What is perception? Give an example.
Answer:
What is conscientious consumerism?
Answer:
Define what classical conditioning is and explain why it is important to marketers.
Answer:
How can colour influence consumer perceptions?
Answer: