Marketing Final Exam

Of the following are types of reference groups except

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Unformatted text preview: p;E Model Customer OBJ: 06-6 TOP: AACSB Reflective MSC: BLOOMS Knowledge 66. Dustin is a member of a fraternity that sees no problem of underage drinking. In fact, it is encouraged and expected the members will party and drink alcohol regardless of their age. For this group, drinking is considered a(n): a. norm b. requirement c. expectation d. affect e. primer ANS: A Norms are values or attitudes deemed acceptable by a group. PTS: 1 REF: 89 Thinking KEY: CB&E Model Customer OBJ: 06-6 TOP: AACSB Reflective MSC: BLOOMS Application 67. All of the following are types of reference groups EXCEPT: a. primary b. secondary c. personal d. aspirational e. nonaspirational ANS: C Primary and secondary reference groups are types of direct reference groups, and aspirational and nonaspirational reference groups are types of indirect reference groups. PTS: 1 REF: 89 Thinking KEY: CB&E Model Customer OBJ: 06-6 TOP: AACSB Reflective MSC: BLOOMS Analysis 68. Which category of reference groups represents groups in which a consumer does not have membership? a. Direct b. Indirect c. Primary d. Secondary e. Incomplete ANS: B Indirect reference groups are groups consumers do not belong to, but they might aspire to belong to one (aspirational group) or not want to be associated with one (nonaspirational group). PTS: 1 REF: 89 Thinking KEY: CB&E Model Customer OBJ: 06-6 TOP: AACSB Reflective MSC: BLOOMS Comprehension 69. David and Steven are best friends. Steven loves to compete in triathlons. David would love to compete with Steven but is a weak swimmer. David decides to take swim lessons to improve his breathing and stroke rhythms. Triathletes are a(n) _____ reference group for David. a. secondary b. primary c. aspirational d. nonaspirational e. direct ANS: C Aspirational groups are those groups that someone wishes to join. PTS: 1 REF: 89 Thinking KEY: CB&E Model Customer OBJ: 06-6 TOP: AACSB Reflective MSC: BLOOMS Application 70. Jackie and Kevin like to eat at high-end restaurants where they can sit and enjoy their meal without rushing. An ad showing food created “fast from a can” would be appealing to Jackie and Kevin’s _____ reference group. a. b. c. d. e. nonaspirational direct reference membership integrated aspirational ANS: A A nonaspirational group is a group the consumer attempts to maintain distance from and does not want to imitate in purchase behavior. PTS: 1 REF: 89 Thinking KEY: CB&E Model Customer 71. Opinion leaders are: a. b. c. d. e. OBJ: 06-6 TOP: AACSB Reflective MSC: BLOOMS Application wealthy, well-educated individuals experts on all high-involvement consumer goods usually the same individuals for all social classes people who influence others easy to locate and target ANS: D Opinion leaders are individuals who influence the opinions of others. PTS: 1 REF: 90 Thinking KEY: CB&E Model Customer OBJ: 06-6 TOP: AACSB Reflective MSC: BLOOMS Knowledge 72. UGG has a portion of its Web site featuring photographs of celebrities...
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This document was uploaded on 09/29/2013.

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