Teenagers in every culture show conflict as they make the transition from child to adult.
Marketers must understand the nature of their conflicts to appeal to these teenagers
successfully. Research done by Saatchi & Saatchi advertising agency found that all of
these are common themes of conflict for teens EXCEPT:
a. desire for independence vs. need to belong.
b. rebellion against social standards for appearance and behaviour vs. fitting in and
being accepted.
c. focus on themselves, their needs and appearance vs. desire to connect with others
meaningfully.
d. acceptance of responsibility vs. desire to be free and to play.
Answer:
What people feel they would like to be is called the:
a. ideal self.
b. denied self.
c. submerged self.
d. reflected self.
Answer:
One distinction between arts and crafts is that an art product has no obvious functional
value while a craft product usually does.
a. True
b. False
Answer:
The two basic measures of advertising impact used in the industry are:
a. power and persuasiveness.
b. readership and remembrance.
c. recognition and recall.
d. reliability and recall.
Answer:
Justin has always had an intense interest in steam engines. He has one of the largest
collections of pictures and facts about the engines in the United States. He decides to
share his interest with others by being a cybermediary. Of the following, which is the
best description of what Justin will do as a cybermediary?
a. Justin will sell his services to help others organize their own computer programs
related to steam engines.
b. Justin will market software featuring steam engines.
c. Justin will organize a user group online for steam engine enthusiasts.
d. Justin will join a user group created by others to get more information about steam
engines.
Answer:
Jason believes that dressing formally (e.g., a coat and tie) marks him as a man who is
“dressed for success,” therefore Jason dresses formally even in class or for casual
occasions. Jason is basing this decision on the cognition part of the ABC model of
attitudes.
a. True
b. False
Answer:
Psychological approaches to the concept of personality in the early part of the 20th
century were based on all of the following, EXCEPT:
a. quantitative analysis.
b. qualitative analysis.
c. encounters with others.
d. accounts of traumatic experiences.
Answer:
Anthony has purchased a rush ticket for a Montreal Canadiens hockey game. He arrives
at his section (standing room only) and finds 100 people standing in a spot made for
half that number. However, he is just happy to have been able to get into the arena.
According to the text, this is most likely an example of:
a. crowding.
b. dissonance.
c. density.
d. reasonableness.
Answer:
Extinction occurs when a CS is no longer matched with a UCS. This implies that
extinction results from learning and not from memory loss.
a. True
b. False
Answer:
Opinion leaders who are also among the first purchasers of new products they
recommend are called:
a. ground-breakers.
b. innovative communicators.
c. thought-provokers.
d. response leaders.
Answer:
Asian fusion cuisine is an example of a motif.
a. True
b. False
Answer:
The way the marketer wants the brand to be viewed by the consumers is referred to as:
a. a positioning strategy.
b. market segmentation.
c. consumer profiling.
d. exposure.
Answer:
What does the family life cycle (FLC) concept intend to do?
a. stabilize family fertility rates
b. combine trends in income and family type with demands on income
c. compare how we live now compared to the past
d. combine trends in family size with spending patterns
Answer:
When shopping at the supermarket, Russ always unconsciously grabs a carton of milk.
This is an example of an automatic purchase.
a. True
b. False
Answer:
_________ envy occurs when the consumer believes that the superior other does not
deserve the status.
a. Malignant
b. Benign
c. Comparative
d. Malicious
Answer:
Individuals and organizations responsible for creating and marketing a cultural product
are:
a. marketing mavens.
b. a culture production system.
c. influence peddlers.
d. designer monoliths.
Answer:
A ________ is a very short-lived fashion.
a. trend
b. classic
c. style
d. fad
Answer:
The name Pepsi-Cola can communicate expectations about product attributes by
activating a schema.
a. True
b. False
Answer:
One of the purposes of sensory memory is to hold sensations long enough for the brain
to process them. The sensory information from various modalities (sight, hearing, etc.)
is held for differing lengths of time, corresponding to the amount of information carried
by a modality in a set period of time, before they are deleted. Knowing this, a
researcher would expect ________ information to be held longer in sensory memory
than ________ information.
a. visual; hearing
b. visual; touch
c. hearing; visual
d. hearing; touch
Answer:
A catalogue features products that appeal to men who are strongly sex-typed. Which of
the following styles of promotion would be most effective for the products in this
catalogue?
a. ads that utilize stylish, sophisticated, and up-to-date examples
b. ads that show sensitive, spiritual, and introspective models
c. ads that have strong overall themes
d. ads that require elaborate processing of message content
Answer:
Simon’s family has strong oral traditions, where words speak louder than gestures. This
is indicative of a ________ culture.
a. low-context
b. hidden-meaning
c. high-context
d. verbally-directed
Answer:
Marika claims her culture is high in power distance. What best describes what she
means?
a. Her culture is accepting of social inequalities.
b. Her culture distances its powerful individuals from political power.
c. Her culture puts a lot of effort into maintaining social norms.
d. Her culture believes that power should be controlled so as to maintain stability.
Answer:
Ben Perez is driving along a mountain road. In the distance, he sees a road crew
working on a fallen tree that has blocked the highway. When Ben first sees the road
crew, which of the following perceptual processes has been engaged?
a. attention
b. comprehension
c. exposure
d. interpretation
Answer:
Cross-culturally speaking, a society’s tolerance for uncertainty and ambiguity is referred
to as:
a. individualism/collectivism.
b. uncertainty avoidance.
c. masculinity/femininity.
d. power distance.
Answer:
According to the balance theory of attitudes, one element is seen somehow as belonging
to or being part of another element in a/an:
a. triad.
b. unit relation.
c. sentiment relation.
d. associative relation.
Answer:
Which is the fastest-growing segment of the working Canadian population according to
Statistics Canada?
a. mothers with school-age children
b. mothers with pre-school children
c. single mothers
d. baby boomers
Answer:
Jerri still doesn’t have an DVD player. He says he is not ready to have one of these
“new-fangled devices.” He can be termed a(n):
a. innovator
b. early adopter
c. late majority
d. laggard
Answer:
Chet decides to buy a new hedge trimmer to care for his bushes and shrubs. Because
Chet is familiar with the local lawn and garden shop and the brands that are carried
there, he uses a few simple decision rules to arrive at a purchase option. Chet is
following which of the following buying decision behaviour continuum alternatives to
make his decision?
a. routine response behaviour
b. limited problem solving
c. graduated response behaviour
d. basic problem solving
Answer:
Marketer space is really the same concept as a newer term called consumer space.
a. True
b. False
Answer:
Daniel is going through the checkouts at his local Maritime area Sobeys grocery store
when he notices a new flavour of Trident gum. This is an example of a(n):
a. convenience item.
b. routine purchase.
c. loss leader.
d. impulse item.
Answer: