Marketing Final Exam

That show the typical consumer b c d e performing a

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Unformatted text preview: wearing UGG shoes. The celebrities serve as: a. opinion leaders b. laggards c. early instigators d. gatekeepers e. aspirational adopters ANS: A 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 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 products? a. Create ads that show the typical consumer b. c. d. e. performing a healthy lifestyle activity. Develop a promotional campaign that tells customers they “deserve to use” these products. 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. PTS: 1 REF: 90 Thinking 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: a. accumulation b. encroachment c. assimilation d. socialization e. manifestation ANS: D Children are socialized to learn the culture within which they are raised. PTS: 1 REF: 91 Thinking 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: a. consumerism b. the socialization process c. acculturation d. the roles opinion leaders play in business decision making e. the role of society in consumer decision making ANS: B The socialization process is the passing down of cultural values and norms to children. PTS: 1 REF: 91 Thinking 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 decision-making process: a. Madison was the initiator, and Ned had no role at all. b. Bailey was the initiator, and Wanda was the decision maker. c. Madison was an influencer, and Wanda was the decision maker. d. Madison was the initiator, and Ned was the decision maker. e. Madison was the ini...
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