When Cathy buys cereal, she tends to buy well-known brands such as Kellogg’s.
According to Horney’s research, she can be described as:
a. detached.
b. aggressive.
c. compliant.
d. passive.
Answer:
For marketers, the appeal of nostalgia is important because of all of the following,
EXCEPT:
a. adults over 30 are particularly susceptible to feelings of nostalgia.
b. sales for products associated with childhood or adolescence can be dramatically
affected by linking the brand to vivid memories and experiences.
c. products can evoke shared memories among an age cohort.
d. young people do not react well to nostalgia.
Answer:
Both salespeople and customers vary individually in their approaches to sales
interactions, for example, in assertiveness, intimidation, knowledge of traits and
preferences of people, etc. This variability is known as:
a. submissive analysis.
b. sales leadership.
c. relationship marketing.
d. interaction style.
Answer:
The fundamental impact of baby boomers derives from all of the following, EXCEPT:
a. the sheer size of the segment: power in numbers.
b. the far-reaching effects of their political and cultural activity.
c. the magnitude of their buying power.
d. their reaction to the economic downtown in the first part of the nineties.
Answer:
Taiwan’s culture stresses values like self discipline and accepting one’s lot in life. These
are associated with a/an ________ culture.
a. assimilative
b. collectivist
c. co-operative
d. individualist
Answer:
Ling’s hierarchy of needs is different from those of his western friends since he values
the welfare of the group as more important than:
a. esteem needs.
b. self-actualization needs.
c. safety needs.
d. physiological needs.
Answer:
If a consumer believes that “having a free sample” of a product will enhance the
likelihood of purchase, then which of the “success” characteristics for new product
introduction is being used?
a. compatibility
b. complexity
c. relative advantage
d. trialability
Answer:
A subculture is a group whose members share beliefs and common experiences that set
them apart from others.
a. True
b. False
Answer:
“They don’t make them like they used to,” “Products are getting shoddier and shoddier,”
and “We are experiencing a decline in the quality of life” are all examples of statements
that could be used in questions on a(n) ________.
a. age scale
b. cultural scale
c. lifestyle scale
d. nostalgia scale
Answer:
The story goes that George Washington (as a small child) cut down his father’s cherry
tree with a hatchet. When asked who might have committed this act (even though
young Washington was afraid of punishment for the act), George replied, “I cannot tell
a lie; I cut down the cherry tree.” This story has taken on mythical proportions in the
United States and is designed to provide a model for personal conduct. Which of the
following functions would the myth best match?
a. metaphysical
b. cosmological
c. sociological
d. psychological
Answer:
Innovations may take the form of any of the following, EXCEPT ________.
a. an improvement in personal selling techniques used to sell a product
b. a clothing style
c. a new manufacturing technique
d. a novel way to deliver a service
Answer:
Bonnie is a wine connoisseur. She has spent a lot of time studying the various wines,
visiting vineyards, and tasting various vintages. Her attitude can be described as:
a. based on cognitive consistency.
b. based on cognitive information processing.
c. based on the experiential hierarchy of effects.
d. based on hedonic consumption.
Answer:
Brian urgently needs a summer job to earn money for his fall tuition. Lately everywhere
he turns he seems to be noticing “help wanted” ads. His increased awareness of ads that
relate to his current needs is called:
a. perceptual vigilance.
b. perceptual defense.
c. perceptual actualization.
d. perceptual search.
Answer:
If a consumer selects a brand that performs best on the most important attribute for that
product, which decision rule is s/he using?
a. lexicographic rule
b. elimination-by-aspects rule
c. conjunctive rule
d. attribute preference rule
Answer:
When a person is asked for a small favour and then is informed, after agreeing to it, that
it will be very costly, they have been subjected to:
a. the foot-in-the-door technique.
b. the high-involvement technique.
c. the low-involvement technique.
d. the low-ball technique.
Answer:
Which kind of decision rule is being used by a consumer who says that good
performance on one or more attributes cannot “make up for” poor performance on other
product attributes?
a. noncompensatory rule
b. compensatory rule
c. average mean rule
d. simple additive rule
Answer:
According to the text, the product symbol that is given credit for being the first “brand
personality” (introduced in 1886) was ________.
a. the Coca-Cola symbol.
b. the John Deere tractor symbol.
c. the Quaker Oats man.
d. the Kellogg’s rooster.
Answer:
Author Harold Robbins was famous in the 1970s for his sexy adventure stories about
“jet-setters.” Many of the trends that he described eventually became more popular
because of his vivid descriptions. Fashion houses began to send Mr. Robbins
descriptions of their latest fashions before they were even put into production with the
hope that he would incorporate the designs into his books. Considering information
presented in the text and in this example, Mr. Robbins would be considered to be a
________.
a. publicist
b. critic
c. sensual icon
d. cultural gatekeeper
Answer:
Sherri has learned to expect a certain sequence of events when she goes to the doctor.
She may become uncomfortable if the actual service differs from the:
a. meaning concept.
b. proposition.
c. intention.
d. script.
Answer:
During the first three months after their launch of a new peanut butter product, a
company uses a successive series of techniques such as give-aways, supermarket
demonstration and tastings, and finally coupons for 15 percent off the retail price. This
is illustrative of a process called:
a. stimulus reward.
b. shaping.
c. negative reinforcement.
d. cognitive awareness.
Answer:
When Sally sees an ad in a newspaper about a particular product, goes to the store,
reviews the actual product offer in the store, rejects the product, and tells the
salesperson why she did not buy the product, she is providing ________ in the
communications model established by the store.
a. noise
b. a message
c. media forms
d. feedback
Answer:
The marketer or advertiser in the communications model is called the receiver.
a. True
b. False
Answer:
When a well-known spa redesigned the packaging for its line of spa products containing
algae extracts with a “sea of green” look to unify all of its different offerings, it relied
upon which principle of stimulus organization?
a. consistency
b. experiential
c. subjectivity
d. similarity
Answer:
Readership ad scores in magazines increase in proportion to the ________ of the ad.
a. size
b. colour
c. novelty
d. cost
Answer:
Yoandra is one of those people who have to look after their children but also have an
aging parent to support. Such people are often called:
a. the boomerang group.
b. the latchkey generation.
c. the sandwich generation.
d. the boomlet cohort.
Answer:
The functional theory of attitudes was initially developed by:
a. Maslow.
b. Jung.
c. Fishbein.
d. Katz.
Answer:
Eli wishes that he didn’t have to take the bus to school and that he had a BMW like his
friend Jonathan. Eli is experiencing:
a. Jealousy
b. Embarrassment
c. Anger
d. Envy
Answer:
Crescive norms are those that have been explicitly agreed upon by members of a
culture.
a. True
b. False
Answer:
Social networking changes have prompted a movement away from ________ .
a. consumerspace
b. innovation
c. the traditional music industry
d. marketerspace
Answer:
Some years ago, McDonald’s claimed that its Big Mac had “Two all-beef patties,
special sauce, lettuce, cheese, pickles, onions, on a sesame seed bun.” Today if
consumers hear “Two all-beef patties…,” they laughingly play the game, completing the
entire line of copy. Their participation illustrates the gestalt principle of:
a. recency.
b. closure.
c. exposure.
d. completion.
Answer:
When a local store first changed its window display, Beverly noticed it at once. As she
passed it day after day, she no longer paid attention because it had become so familiar.
Beverly had:
a. experienced adaptation.
b. formed a stimulus habit.
c. attention dysfunction.
d. stimulus rejection.
Answer:
A certain brand of DVD player is priced at the high end of the market and is only sold
in limited locations at up-market stores. This implies which personality trait inferences?
a. versatile, adaptable
b. snobbish, sophisticated
c. reliable, dependable
d. flighty, schizophrenic
Answer:
The use of psychological, sociological, and anthropological factors combined with
demographic information to identify potential markets is called:
a. power-driven segmentation.
b. ulstrith coding.
c. cultural segmentation.
d. psychographic segmentation.
Answer:
Discuss Halloween as an example of an antifestival.
Answer:
Jimmy is a Tremorite. Describe who he is likely to be and what he does.
Answer:
Humour in advertising can be tricky. Why? What are the positives of using humour in
advertising?
Answer:
What is Weber’s Law? What implications does this law have for green marketers
wishing to reduce package sizes? How might the marketer deal with this type of an
issue?
Answer:
What is meant by the term first-order response?
Answer:
How do cultures that differ on the dimension of masculinity/femininity differ?
Answer:
Identify the elements of balance theory. Discuss possible interaction effects between
unit relation and sentiment relation, and how they can be applied to marketing strategy.
Answer:
Jackie is a wage earner in her house. Her husband, Ed, also works but is able to take
two days off a week to look after their two young preschool children. In Canada, is this
a common or unusual scenario?
Answer:
Sally has recently finished studying and taken up a new job in an office. She feels
pressure from her co-workers to dress more formally now. What type pressure is she
under?
Answer:
Explain the concept of psychographics and why this is important to marketers.
Answer:
How do cultures that differ on the dimension of individualism/collectivism differ?
Answer:
Why are opinion leaders so hard to identify?
Answer:
What is sentiment analysis and how is it related to social media?
Answer:
What is the difference between a custom and a more?
Answer:
Under what circumstances should marketers stress the sources characteristics of
credibility and/or attractiveness?
Answer:
List and briefly describe the four dominant themes that present in the teen subculture,
according to research performed by Saatchi & Saatchi’s advertising agency.
Answer:
What do we mean when we say that consumer behaviour is a process?
Answer:
List all four levels of the extended self. Provide an example for each.
Answer: