Comprehensive
Ryan works for T-Mobile and buys data from Nielsen Media. The data he is buying is primary data.
A) True
B) False
B) False
Most Americans will state that they are always rushed for time even though many people have opportunities for leisure. This perception is referred to as ________.
A) time poverty
B) the leisure paradox
C) psychological time
D) circular time
A) time poverty
What theory of personality suggests that one person differs from another because of a number of different characteristics such as introversion or extroversion?
A) trait theory
B) collective unconscious theory
C) Freudian theory
D) social conflict theories
A) trait theory
Which of the following theorists is best known for arguing that an individual's relationship to the means of production determined his position in society?
A) Karl Marx
B) Max Weber
C) Pierre Bourdieu
D) Thorstein Veblen
A) Karl Marx
A marketing manager who wants to identify opinion leaders for her product category should do which of the following?
A) She should find government officials who use the product.
B) She should find socially active persons who are intensely interested in the product category and who are similar to other customers.
C) She should find intellectuals who can write and speak well so that communication will be facilitated.
D) She should look for people who stand out in a crowd.
B) She should find socially active persons who are intensely interested in the product category and who are similar to other customers.
Of the three distinct memory systems, [BLANK] memory has a limited capacity and hold the information we are currently processing.
SHORT-TERM
Julie Morgan loves to go into Springer's Old Country Gifts. It always smells like a field of spring flowers. The lighting gives all the products a warm glow, and the mood music is just perfect for casual browsing. After her visit to the store, Julie is always in a better mood. Springer's Old Country Gifts has attracted Julie with its ________.
A) shopping orientation
B) atmospherics
C) subliminal clues
D) marketscape theme
B) atmospherics
One important system of marketing psychographic measures is AIOs. What do AIOs measure?
A) Agreeableness, Ideas, and Observations
B) Activities, Ideas, and Operations
C) Activities, Interests, and Opinions
D) Age, Interests, and Otherness
C) Activities, Interests, and Opinions
Fred has been a farmer all his life. He inherited the family farm when he was 35, but that was twenty years ago. Due to the economy, Fred has lost the farm and has taken a manual labor job in the city to support his family. What form of mobility best describes Fred's position?
A) Horizontal mobility
B) Two-way stretch mobility
C) Downward mobility
D) Upward mobility
C) Downward mobility
Reference groups influence us in three ways. These influences include informational, utilitarian, and ________ dimensions.
A) reputational
B) descriptive
C) knowledge
D) value-expressive
D) value-expressive
Under conditions of high cognitive involvement, people tend to think carefully about the pros and cons of different products/services when making decisions. In these instances, they may use a [BLANK] rule, which allows a product/service to make up for its shortcomings on one dimension by excelling on another.
COMPENSATORY
Putting more and more people into the same marketing space will increase arousal in customers. This can be seen as either positive or negative, depending upon each customer's interpretation of this arousal.
A) True
B) False
A) True
Explain the term “looking-glass self.”
The looking-glass self refers to the process of imagining the reaction of others towards us. According to this view, our desire to define ourselves operates as a sort of psychological sonar: we take readings of our own identity by "bouncing" signals off others and trying to project the impression they have of us. The looking-glass image we receive will be different, depending on whose views we consider.
John purchases products to show visible evidence of his ability to afford luxury goods, John is practicing ________.
A) brand prominence
B) conspicuous consumption
C) brand positioning
D) homogamy
B) conspicuous consumption
Define the term "reference group" and explain the difference between a "membership reference group" and an "aspirational reference group."
A reference group is an actual or imaginary individual group conceived as having significant relevance upon an individual's evaluations, aspirations, or behavior. A membership group consists of people an individual knows; an inspirational reference group, on the other hand, consists of people and individual admires but does not know personally.
Define perceptual selection and describe the types of filters that prevent clear perception and the reception of marketing stimuli.
Perceptual selection means people attend to only a small portion of stimuli to which they are exposed. Perceptual filters, based on our past experiences, influence what we decide to process. For example, perceptual vigilance occurs because consumers are more likely to be aware of stimuli that relate to their current needs. The flip side is perceptual defense. This means that people see what they want to see—and don't see what they don't want to see. Adaptation is the degree to which consumers continue to notice a stimulus over time. Factors that influence adaptation are intensity, duration, discrimination, exposure, and relevance.
For marketers, the growth of online commerce is a sword that cuts both ways. Many wonder whether e-commerce will replace traditional retailing. For instance, consumers’ engagement in what is called ________ threatens the existence of many traditional retailers.
Showrooming
Why does brand personality matter?
favorable attitude toward the brand when brand personality is congruent to our personality – predictive of brand choice.
•Self-expression
•Provides a point of differentiation
•Represents attributes
Who is this man?
Pierre Bourdieu
The importance of weak ties in a social system is demonstrated by their ________.
A) bridging function
B) social contagion
C) momentum effect
D) diffusion responsibility
A) bridging function
How can marketers persuade consumers according to the Elaboration Likelihood Model?
•The elaboration likelihood model (ELM) assumes that once a consumer receives a message, he or she begins to process it. Depending on the personal relevance of this information, one of two routes to persuasion will be followed.
•Under conditions of high involvement, a consumer takes the central route to persuasion. In the central route to processing, the consumer will determine if the message is relevant. The person will engage in cognitive processing to evaluate the arguments presented and generate either positive (supporting) responses or negative responses (counterarguments). Under conditions of low involvement where the consumer is not motivated to think about the argument, a peripheral route is taken. The consumer uses other cues in deciding on the suitability of the message.
•The relative influence of the source versus the message depends on the receiver’s level of involvement with the communication. The elaboration likelihood model (ELM) specifies that source effects are more likely to sway a less-involved consumer, whereas a more-involved consumer will be more likely to attend to and process components of the actual message.
What is a shopping orientation? Explain.
Give an example of a hedonic shopping motive.
Shopping is an activity that can be performed for either utilitarian (functional or tangible) or hedonic (pleasurable or intangible) reasons. Consumers can be segmented based on their shopping orientations, or general attitudes about shopping. Hedonic shopping motives include:
•Social experiences
•Sharing of common interests
•Interpersonal attraction
•Instant status
•The thrill of the hunt
Explain the difference between self image congruence model and the concept of extended self .
Self Image Congruence Model - we choose products when their attributes match some aspect of the self.
Extended self - consumers have a core self that is expanded to include possessions that become a part of the extended self. Consumers use key possessions to extend, expand and strengthen their sense of self. However, for possessions to be incorporated into self-concept, it is not necessary to find a correspondence between perceived characteristics of these objects and perceived characteristics of the self.
What are the general components of social class in modern times?
Occupation, education, income and type of dwelling
What is the difference between a market maven and a surrogate consumer?
Market maven is a person who likes to transmit marketplace information of all types. Such individuals like to stay on top of what’s happening in the marketplace. They are like a generalized opinion leader because they know how and where t procure products and are confident in their ability to make smart decisions.
Surrogate consumer is an intermediary that guides what we buy. S/he is a third party that we retain to provide input into our purchase decisions. Unlike market mavens they are paid for their advice.