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Unformatted text preview: wearing UGG shoes. The
celebrities serve as:
Opinion leaders are individuals who influence the opinions of others.
KEY: CB&E Model Customer OBJ: 06-6 TOP: AACSB Reflective MSC: BLOOMS Application 73. You are the brand manager for a new line of allergy-relief drugs. Which of the following methods
might you employ to use opinion leadership/reference groups to help stimulate demand for your
Create ads that show the typical consumer b.
e. performing a healthy lifestyle activity.
Develop a promotional campaign that tells
customers they “deserve to use” these
Drop the price of your new products to the
point where customers will realize they are
getting a bargain.
Develop a promotional campaign that
emphasizes safety and security needs being
fulfilled by these healthcare products.
Use a series of ads showing different
healthcare associations and societies
endorsing the use of these healthcare
products. ANS: E
The endorsements use the sanctioning or referral power of sources possessing high credibility.
KEY: CB&E Model Customer OBJ: 06-6 TOP: AACSB Reflective MSC: BLOOMS Application 74. Cultural values and norms are passed down to children through the process of:
Children are socialized to learn the culture within which they are raised.
KEY: CB&E Model Customer OBJ: 06-6 TOP: AACSB Reflective MSC: BLOOMS Knowledge 75. Because her mother only went to the supermarket once a month, this is how Monique prefers to
do her grocery shopping. One of the reasons Monique is such an efficient shopper is that, like her
mother, Monique believes, “Waste not, want not.” The passing down of norms and values to
Monique is an example of:
the socialization process
the roles opinion leaders play in business
the role of society in consumer decision
The socialization process is the passing down of cultural values and norms to children. PTS: 1
KEY: CB&E Model Customer OBJ: 06-6 TOP: AACSB Reflective MSC: BLOOMS Application 76. Madison announced to her family last night that she wanted a pair of in-line skates. Her sister
Bailey said she thought it was a stupid idea. Their mother, Wanda, said Madison deserved a
special treat for winning the science fair. Because her father Ned said nothing, Madison knew she
was not getting the skates. In terms of the roles played by family members in the consumer
Madison was the initiator, and Ned had no
role at all.
Bailey was the initiator, and Wanda was the
Madison was an influencer, and Wanda was
the decision maker.
Madison was the initiator, and Ned was the
Madison was the ini...
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- Fall '13