Trisha grew up in a drug-ridden inner-city neighborhood. Through sheer determination
and intelligence, Trisha is now a medical doctor teaching on the staff of a large
university hospital. Trisha is proud of what she has accomplished, but sometimes she
feels like she isn’t quite sure who she really is. The concept of ________ was developed
to assess the impact of such inconsistencies.
a. status crystallization
b. hierogamy
c. a taste culture
d. inconsistent markers
Answer:
Research on linguistic structure suggests that consumers would prefer:
a. completely made up brand names like Encana.
b. brand names with sound repetition like Tutti Fruiti.
c. brand names starting with an uncommon letter such as Xerox.
d. brand names that are acronyms such as IBM.
Answer:
Jason works for the state government. The state is concerned because the receipts from
sales tax are much lower than the projections, even though the projections of
population, salaries, and unemployment have been right on target. Jason does a detailed
study and finds that much of the underestimation of sales tax revenue is most likely due
to ________.
a. a general decrease in prices
b. increased lateral cycling in an underground economy
c. an increase in freecycling
d. an increase in product quality
Answer:
Basically, the concept of stratification of the society is a universal phenomenon.
a. True
b. False
Answer:
Beth is highly motivated to advance her career, but does not like uncertainty. She is also
highly concerned about the approval of others. According to the VALS system, Beth
would most likely be categorized as a Striver.
a. True
b. False
Answer:
Because of social loafing, public property is not usually as well maintained by
individual citizens as their own private property.
a. True
b. False
Answer:
Rather than selling someone on the price of a $150 000 Mercedes Benz right off the bat,
marketers find that getting agreement on a variable like colour or styling first helps.
This relates to the ________ technique.
a. foot-in-the-door
b. cognitive association
c. brand strengthening
d. frame of reference
Answer:
A person’s ________ is an important factor in his antecedent statebefore putting himself
into a purchasing environment.
a. shopping orientation
b. consumer satisfaction
c. exposure to point-of-purchase stimuli
d. reflective potential
Answer:
Where you stand in a crowded elevator is an example of a ________, while your
reluctance to marry your cousin is a ________.
a. convention; custom
b. custom; convention
c. convention; more
d. more; convention
Answer:
Recent research shows that a car manufacturer, Grey Motors, is perceived as being
“old” by young consumers. To overcome this issue they create a new product line,
Flash, and in their advertising materials hide all associations with Grey Motors. This is
an example of:
a. activation.
b. brand loyalty.
c. brand equity.
d. masked branding.
Answer:
A type of myth in which a hero emerges from the everyday world with superhuman
powers, wins a battle over evil, and then returns with the power to bestow good things
on humanity is called a ________.
a. more
b. monomyth
c. paradise legend
d. metaphysical myth
Answer:
Segmenting markets by involvement with a product category is excellent for
international marketing situations because product category involvement stays
relatively constant across different cultures.
a. True
b. False
Answer:
Although members of a particular social group carry the same identity of membership,
some members are better off, better liked or respected, and have more authority or
power than others. The group exhibits:
a. social inequity.
b. a status hierarchy.
c. a “big cheese” structure.
d. intra-class rivalry.
Answer:
A household cleaner that advertises its durability is appealing to which type of value?
a. cultural
b. core
c. product-specific
d. consumption-specific
Answer:
The inert set of brand choices consists of all those alternatives the consumer has in
memory plus those prominently displayed in the store.
a. True
b. False
Answer:
Pierre is out shopping for expensive watches, and he has narrowed his choices down so
that he is now only considering TAG Heuer and Rolex. This is an example of ________
problem solving.
a. configured
b. limited
c. complex
d. extensive
Answer:
Mrs. Brown has an obsessive need to shop every day to relieve depression and
boredom. Her behaviour is termed:
a. a spending spree.
b. compulsive consumption.
c. impulse buying.
d. consumer behaviour.
Answer:
Advice given by a Saturn Owner’s Club member to another about Saturn’s new SUV
would be an example of _________ influence.
a. normative
b. comparative
c. associative
d. peripheral
Answer:
To help to determine if an innovation will endure, marketers must ask all of the
following questions, EXCEPT:.
a. What other changes have occurred in the market?
b. Is it a trend or a side-effect?
c. Can it be personalized?
d. What are the impairments?
Answer:
The ad agency developed a marketing campaign for ice cream that placed heavy
emphasis on the unconscious motive of security. The ad was designed to make adults
feel that they were well-loved children again. The agency drew on the findings of:
a. Jung.
b. Katz.
c. Freud.
d. Dichter.
Answer:
Franz is very meticulous in appearance, and prepares his attire carefully before going
anywhere as he wants to feel confident. This is an illustration of ________ theory.
a. symbolic self-completion
b. low self-esteem
c. ego representation
d. power exertion
Answer:
Which of the following may be effective in getting viewers to stop fast-forwarding past
television ads recorded on their PVR?
a. use enticing or novel commercials
b. decrease ads’ sound level below that of adjacent programs
c. use a preventive or override command in ads
d. keep commercials short, 10 seconds or less, so that they cannot be electronically
identified
Answer:
Young, lower-class men and women who mix track suits with flashy brands and
accessories from big names such as Burberry have become known as what in the UK?
a. blingsters
b. ritchies
c. chavs
d. rads
Answer:
Achieved status is acknowledged when an individual obtains material wealth by some
unusual good fortune, like winning the lottery.
a. True
b. False
Answer:
Facebook, Twitter, or LinkedIn are all examples of:
a. content sourcing.
b. social media.
c. crowd funding.
d. permission marketing.
Answer:
Jason Fredrick has found that his company’s sales message is much more targeted and
successful if he allows prospective customers to “opt out” of listening to his prepared
message if they are sincerely not interested in the message or the company’s product.
This new approach to communications and marketing is called ________.
a. relationship marketing.
b. permission marketing.
c. reverse communication.
d. normed communication.
Answer:
Two terms often used to describe motivation are:
a. its strength and its duration.
b. its strength and its direction.
c. its magnitude and its force.
d. its magnitude and its feeling.
Answer:
Doug comes from a family background where a strong ethical code was developed at an
early age. He has few resources, but he tends to favour brands that are tried and true.
According to the VALS typology, he can fit into which of the following groups?
a. fulfilled
b. achievers
c. strivers
d. believers
Answer:
When the automobile first came out, people went from horse and carriage to a
gas-powered machine. A steering wheel, brakes, and a gas pedal took over from a set of
reins. As well, a roof came as standard equipment. This would be an example of a:
a. market modification.
b. discontinuous innovation.
c. product repositioning.
d. continuous innovation.
Answer:
Every March 1st the Welsh celebrate St. David’s Day. This is an example of a(n):
a. ecology
b. social structure
c. ideology
d. custom
Answer:
An increase in one-person households is linked to what?
a. rising opportunities for single-serving products
b. young people marrying later
c. suicide rates increasing
d. condo sales
Answer:
What is the difference between exposure and attention?
Answer:
What is the difference between sensation and perception? Give an example of each.
Which of these two constructs is most relevant to marketers and why?
Answer:
What is social stratification?
Answer:
What is a multigenerational marketing strategy?
Answer:
Susan and George are working for the City of North Vancouver and are interested in
investigating how people interact at their local dog park. They know that people often
report antisocial behaviour (failure to collect dog feces, uncontrolled dogs, etc.) as a
problem, but a recent survey has shown very few self-reports of anti-social behaviour.
What research technique might be useful here and why?
Answer:
Do societies still force a traditional female role stereotype to women? Explain.
Answer:
What is the effect of trialability on adoption?
Answer:
How is product categorization related to the notion of forming a positioning strategy?
Give an example.
Answer:
Define monomyth. Give an illustration.
Answer:
Describe the concepts of brand personality and brand equity and how they are related.
Answer:
Customers are complaining at an airport about waiting times. You note that although it
only takes them 3 minutes to walk from the plane to the baggage carousel, they then
wait for 10 minutes for their baggage. What might you do to lessen complaints?
Answer:
Dave enjoys Carlsberg lager and would say it is his favourite brand. However,
sometimes he will buy another brand of beer even when his favourite is there. Why?
Answer:
According to exchange theory, what “value” does a customer look for in a sales
interaction with a salesperson?
Answer:
What is meant by the term sock puppeting? Give an example.
Answer:
Explain the disjunctive rule, and include a simple example.
Answer:
When consumers use an experiential approach to making decisions, what are they
doing? Give an example of a product category where consumers commonly use the
experiential approach.
Answer:
Describe the factors that affect the successful adoption of innovations.
Answer:
What is motivation?
Answer:
What does social object theory suggest?
Answer: