MKT 310 Final Exam

Regarding age cohorts, which of the following is consistent with the statements of the author of your primary textbook (i.e., Solomon)?

The label "Generation X" usually refers to those who were born no earlier than 1965 and no later than 1985.

Nash Ashe is sole proprietor of a trucking company, "Haulin' Ashe." Haulin' Ashe's vehicle fleet consists of a 1997 Peterbilt model 379 day cab tractor, a Rhodes dump trailer, and a Wilson livestock trailer. Over the course of the past year, Nash's tractor has become increasingly unreliable, and he believes that if he doesn't replace it soon, he will end up spending much more than it is worth to keep it running. Nash has decided to replace his model 379 with another Peterbilt. Of course, he will buy a newer tractor—maybe a 2010 or 2011 model—and he will probably treat himself to a few creature comforts that his current truck doesn't have. And, since his new bride hates the color scheme of his current truck (as well she should, it's Tennessee orange), he'll be looking for something in a different color, as well. The author of your primary textbook (i.e., Solomon) would categorize Nash's purchase of a new tractor as which type of buying situation?

A modified rebuy

Which of the following is an example of an advertiser's attempt to capitalize on the Authority Principle?

A. "Recommended by nine out of ten dentists" (Sensodyne) B. "The brand of pain reliever that doctors recommend more than any other" (Tylenol) C. "#1 pediatrician-recommended brand" (Pedialyte) *ALL OF THE ABOVE*

Regarding discretionary spending in the U.S., with which of the following statements would the author of your primary textbook (i.e., Solomon) likely agree?

A. "Tightwads" (i.e., those who hate to part with even a penny) outnumber "spendthrifts" (i.e., those who try to buy everything in sight). B. Men are more likely than women to be tightwads. C. Frugality is driven by the pleasure of saving, whereas "tightwaddism" is driven by the pain of paying. *ALL OF THE ABOVE*

Regarding opinion leaders, which of the following statements is consistent with the information in your primary (i.e., Solomon) textbook?

A. An opinion leader possesses expert power with regard to a product category or a set of categories. B. Opinion leaders tend to be innovators—that is, they tend to be among the first purchasers of certain types of new products. However, this does not have to be true in every situation. *BOTH A AND B*

Regarding the relationship between income and social class, with which of the following statements would the author of your primary textbook (i.e., Solomon) likely agree?

A. Income level and social class are not one and the same. B. The way we spend our money tells more about our social class than how much we spend. C. As an indicator of social class, occupation is more reliable than income. *ALL OF THE ABOVE*

The author of your primary textbook (i.e., Solomon) states that the way marketers most frequently identify opinion leaders is through "self-designation." That is, the marketer finds a group of consumers who have a strong interest in a product category. The marketer has each group member complete a survey that contains questions about how active the consumer is—or is not—in giving product-related information and advice to friends and acquaintances. In addition to describing the "self-designation" technique for identifying opinion leaders, what else does Solomon say about the technique?

A. It is relatively easy to use with a large group of potential opinion leaders. B. It can backfire. A person who says he gives a lot of product advice may indeed do so, but that doesn't mean that others necessarily listen to or follow his advice. C. It is not as reliable as sociometric methods, which allow marketers to trace communication patterns and map interactions within a group. *ALL OF THE ABOVE*

Regarding social media, which of the following statistics does the author of our primary textbook (i.e., Solomon) cite?

A. It took radio 38 years to reach 50 million listeners. TV took 13 years to reach 50 million users. The Internet took 4 years to reach 50 million people. In less than 9 months, Facebook added 100 million users. B. If you were paid $1 for every time an article was posted on Wikipedia, you'd earn $156.23 per hour. C. About 70 percent of Facebook users are outside the United States. *ALL THE ABOVE*

Regarding segmenting a market by social class—rather than some other variable such as geographic location or benefits sought—which of the following does the author of your primary textbook (i.e., Solomon) believe?

A. Marketers who segment their market by social class often fail to take into account that the wife's occupation or profession may boost the household's social status. B. Marketers sometimes segment their market by social class and intentionally target a specific class. C. Marketers who segment their market by social class often overlook consumers' desire to change their class standing. *ALL OF THE ABOVE*

Regarding social mobility, which of the following is consistent with what the author of your primary textbook (i.e., Solomon) says?

A. Upward mobility is greater in the Northeast, Great Plains, and West than in the Southeast and Midwest. B. Upward mobility is greater in urban areas where poor families live alongside better-off people than in areas where they are segregated into low-income neighborhoods. C. Upward mobility is greater in areas that have higher percentages of two-parent households, better schools, and more civic engagement. *ALL OF THE ABOVE*

The Conference Board is an economic think tank whose members include approximately 1,600 corporations and other organizations. Among other activities, the group measures and tracks consumer confidence, which it reports monthly in the form of the U.S. Consumer Confidence Index. Regarding consumer confidence, which of the following statements is consistent with what the author of your primary textbook (i.e., Solomon) says?

A. When consumer confidence is high, people are likely to take on more debt. C. When consumer confidence is high, people are likely to save less. *BOTH A AND C*

Which of the following does Cialdini recommend as a "counterassault" against compliance professionals who try to activate our reliance upon heuristics?

All of the above.

Which of the following is a valid research finding?

All of the above.

Which of the following would the author of your primary textbook (i.e., Solomon) likely classify as a "discontinuous" innovation?

Apple's introduction of legal, inexpensive downloadable MP3 music files (i.e., iTunes) in 2003

Regarding religious subcultures, organized religion, and consumption, which of the following statements is not consistent with the words of the author of your primary textbook (i.e., Solomon)?

Church and synagogue attendance is highest in those geographic areas of the U.S. that have the highest concentration of Apple, Whole Foods, and Hot Topic stores.

Regarding word-of-mouth (WOM) communication, which of the following statements is consistent with what the author of your primary (i.e., Solomon) textbook says?

B. WOM is particularly powerful when the consumer is unfamiliar with the product category. C. Unlike advertising, WOM often comes with social pressure to conform to the communicator's recommendations. *Both B and C*

The author of your primary textbook (i.e., Solomon) identifies several similarities—and differences—between organizational decision making (i.e., purchase decisions made by companies and other organizations) and household decision making. Regarding these similarities and differences, with which of the following statements would Professor Solomon likely disagree?

Companies that market to businesses (B2B marketers) rely on advertising as their primary means of communicating with their customers; companies that market to consumer households (B2C marketers) emphasize personal selling rather than advertising.

Regarding status symbols in different cultures and geographic locations, which of the following is consistent with information that is presented by Solomon?

Every society has some type of hierarchical class structure that determines people's access to products and services.

Of one specific age cohort, the author of your primary textbook (i.e., Solomon) says: "Unlike their parents or older siblings, __________ tend to hold relatively traditional values and they prefer to fit in rather than rebel."

Gen Yers

The author of your primary textbook (i.e., Solomon) states that members of __________ "are responsible for many culture-changing products and companies." As examples, he cites Google, YouTube, and Amazon.

Generation X

The term "'big three' American ethnic subcultures" refers to people whose origin is __________, __________, or __________.

Hispanic American; African American; Asian American

Regarding the diffusion of innovations, which of the following statements is not consistent with information that appears in your primary (i.e., Solomon) textbook?

The main reason that early adopters are not as quick as innovators to buy a new product is that early adopters typically hold out for a better price.

Regarding social class and consumer behavior, with which of the following statements would the author of your primary text (i.e., Solomon) likely agree?

Many social scientists consider occupation to be the best single indicator of social class.

Which of the following fashion-related words or expressions is not matched with the correct definition?

Meme = a form of entertainment in which a performer tells a story by using body movements and facial expressions (i.e., without words)

The author of your primary textbook (i.e., Solomon) states that myths serve four purposes in a culture, and he supports his statement by citing Campbell (1970). When myths help explain the origins of existence, which of these purposes do they serve?

Metaphysical

According to Cialdini, which of the following is not a "weapon of influence" that can be used against us by compliance professionals?

None of A, B, and C—that is, each is a weapon of influence.

Inside the corporate offices of a well-known restaurant chain, marketing executives Cody Brody, Zach Black, and Madison Radisson are discussing where to locate their next restaurant. Cody thinks they should locate in a Boomtown Singles Zip Code; Zach thinks they should locate in a Blue Blood Estates Zip Code; Madison would like to see the next location be in a Zip Code where the Young Digerati live. Cody, Zach, and Madison are using the __________ approach to segmenting and targeting their market.

PRIZM

According to Cialdini, which of the following is a fraudulent attempt by a compliance professional to trigger our use of the social proof heuristic?

The "ordinary citizen" who gives a seemingly candid and unrehearsed testimonial in a television commercial is really a paid actor who is following a script

Research shows that when young people are in a romantic relationship that their parents disapprove of, they tend to fall more deeply in love than might otherwise have been the case. This has come to be known as the __________ effect.

Romeo and Juliet

The author of your primary textbook (i.e., Solomon) makes the point that consumers' consumption falls into two broad domains. __________ consumption occurs when we "set apart" objects and events from normal activities and treat them with respect or awe. __________ consumption, in contrast, describes objects and events that are ordinary or everyday; they don't share the "specialness" of [the ones in the previous sentence].

Sacred; Profane

Which age group does the author of your primary textbook (i.e., Solomon) say controls more than 50 percent of discretionary income in the U.S.?

Senior adults

Researchers Han, Nuñes, and Drèze (2010) developed a "typology of status signaling," based on their study of different consumer groups' orientation toward conspicuous consumption (i.e., "buying to show you can afford it"). The researchers describe four groups of consumers, each of which has a name that starts with the letter P: Patricians, Parvenus, Proletarians, and Poseurs. What is a poseur?

Somebody who makes a habit of pretending to be somebody—or something—that he or she is not

In psychological experiments by Professor __________ and colleagues, unwitting subjects who were placed in the role of Teacher were told by a researcher to deliver "electric shocks" as punishment to a Learner for answering test questions incorrectly. The "Teachers" did not know that the shocks were not real or that the "Learner" was acting a role. The results "shocked" researchers. As the voltage of the "punishment" was increased to life-threatening levels and the "Learners" screamed and begged for the experiment to end, the "Teachers" sometimes questioned whether they should continue, and they often showed outward signs of great stress. Even so, the "Teachers" almost always continued to deliver the "shocks" to the tormented "Learners."

Stanley Milgram

Which of the following words or expressions is not matched with the correct definition?

Viral marketing = a marketing message that is encoded into a computer virus and forwarded from a user's email account without his or her knowledge

Many of the residents of Middlevale talk to Jeannie Metheny before they make a significant purchase. For instance, Mike Pike spoke with Jeannie before his most-recent automobile purchase, Gladys Mattis spoke with her before having a swimming pool installed, Valerie Mallory picked Jeannie's brain before buying new carpet, Helen Llewellyn sought Jeannie's opinion before buying a new refrigerator, and Barry Sperry spoke with Jeannie when his daughter needed an orthodontist. Jeannie isn't in any of the aforementioned businesses herself. Rather, she simply seems to always know where the best deals are, in addition to knowing which retailers, service providers, and individual salespeople are the most trustworthy. Jeannie doesn't receive a consulting fee from those who seek her advice, and she doesn't collect referral fees from the dealers, retailers, and service providers that she recommends. She does, however, feel a great deal of intrinsic satisfaction about the number of people she has been able to help spend their money wisely and effectively. Furthermore, most people who have sought her opinion believe that she has pointed them in the right direction each time. The author of your primary textbook (i.e., Solomon) would likely classify Jeannie as __________.

a market maven

Ironically, economic success and wealth leave some people feeling dissatisfied and worthless. Some critics of materialism and conspicuous consumption—among them San Francisco scion Fred Whitman, American civil rights and children's advocate Marian Wright Edelman, Milwaukee psychotherapist Jessie O'Neill, and British psychologist Oliver James—contend that this "ailment" follows the pattern of a progressive disease; that is, the more wealth the "patient" accumulates, the worse he or she feels. Some of the more radical critics of materialism contend that this ailment has become widespread enough in our society as to now qualify as an "epidemic." The name that is used to refer to this alleged epidemic (and also the title of a 2012 indie film) is __________.

affluenza

Martin Barton, 51, wants a new leather jacket. He'll probably buy one. Martin wants the jacket to be appropriately warm for late fall weather, but he also wants it to send a signal: This guy knows quality and he knows style. Martin is a little unsure as to which style of jacket is most appropriate . . . should it be smooth leather or rough? What color . . . light brown, dark brown, or black? Should it have a zipper or buttons? Should it be bomber-jacket length or mid-thigh length? Martin remembers that Jerry Seinfeld wore a leather jacket in several episodes of his show, and he remembers that of all of Jerry's looks, he appeared coolest when he wore that jacket. Martin doesn't remember the exact details of Seinfeld's jacket, so he plans to watch old Seinfeld episodes on Hulu or Amazon Instant Video at his earliest opportunity. As he is making a mental note to do so, Martin also tells himself: "It's the jacket Seinfeld was wearing that you're looking for, not the one that Kramer sometimes wore. But, make sure you get a good look at Kramer's jacket, too, so you know what not to buy." Clearly, Jerry Seinfeld is part of Martin's __________ reference group, while Kosmo Kramer is part of Martin's __________ reference group.

aspirational; avoidance

The author of your primary textbook (i.e., Solomon) describes __________ as the process that takes place when immigrants adopt products, habits, and values they identify with the mainstream culture.

assimilation

Which of the following clinical conditions is not matched with the proper definition or label?

aurophobia = fear of charisma

News flash: Teens are conflicted. (I know, right?) Research by the Saatchi & Saatchi advertising agency (1993) identified four basic conflicts that tend to be common to all teens. Researchers at the agency used the expression "_______________" to refer to the tension between teens' need to acquire independence—often acted out by breaking away from family—and their "need to attach themselves to a support structure, such as peers, to avoid being alone."

autonomy vs. belonging

Which of the following is not matched with the proper definition or label?

chavs = a term that describes the hundreds of millions of global consumers whose recently-escalated purchasing power now allows them to afford high-quality products—except big ticket items like a home, a luxury car, or a college education

The term __________, which refers to people's desire to show off their ability to afford luxury goods, was coined by __________.

conspicuous consumption; Thorstein Veblen

According to the author of your primary textbook (i.e., Solomon) a __________ is someone who tries to be "open to the world." This type of consumer will strive for diverse experiences and is interested in a range of culturally diverse products.

cosmopolitan

The author of your primary textbook (i.e., Solomon) states that __________ is what occurs when foreign influences integrate with local meanings. One example that Solomon provides is Indipop, a music genre that blends the traditional musical style of India with rock, rap, and reggae.

creolization

The author of your primary textbook (i.e., Solomon) states that __________ occurs when a product we associate with a specific ethnic group detaches itself from its roots and appeals to other groups as well. Solomon points to bagels as an example. Perhaps bratwurst, pasta, and tapas might qualify, as well.

deethnicization

Jeremy Laramie has begun to realize (usually during a "morning after") that when he spends the evening bar hopping with his frat brothers, he says and does things that he would never think of saying or doing when he is out by himself or when he is on a date with his girlfriend. At this point, Jeremy's a little puzzled about why his inhibitions and self-restraint seem to fly out the window in the company of "the guys." The author of your primary textbook (i.e., Solomon) would most likely tell Jeremy that he is a living example of the __________ concept.

deindividuation

Which of the following is not matched with the proper definition or label?

discretionary income = the income that is left after paying taxes

If someone who appears to be an authority is asking us to do something, Cialdini recommends that we __________.

do A and B—and C if the answers to A and B are both affirmative

The author of your primary textbook (i.e., Solomon) mentions that in Japanese culture, products that make efficient use of space are highly valued. This is because conditions in Japanese cities are typically cramped. The author makes this point to provide an example of the _________ of a culture.

ecology

A global marketer who has a(n) __________ cultural perspective focuses on the values and traditions that all cultures have in common. This marketer's marketing strategy in international markets is likely to be a __________ strategy. A global marketer who approaches culture from a(n) __________ perspective, on the other hand, sees each culture as unique in its values and traditions. This marketer's marketing strategy in international markets is likely to be a(n) __________ strategy.

etic; standardized; emic; localized

If we try a restaurant because it has been recommended by a celebrity chef, the influence mechanism has most likely been __________ power. If, on the other hand, we try the restaurant because it has been mentioned by a favorite movie star, then __________ power has worked its magic.

expert; referent

Cialdini calls for "forceful counterassault" on our part against any and all compliance professionals who ____________________.

falsify, counterfeit, or misrepresent the evidence that naturally cues our shortcut responses

Part of the power of the scarcity principle is that sometimes when we follow it, we are right (and efficient). It also has another source of power: As opportunities become less available, we lose __________ (and we hate that).

freedoms

Solomon defines social power as "the capacity to alter the actions of others." This definition, incidentally, is based on the writings of psychologists French and Raven (1959). Professor French, unfortunately, taught at the University of M . . . M . . . Mi . . . Mich . . . I can hardly bring myself to say it . . . Michigan. Professor Raven spent most of his career at another disreputable institution of higher learning (UCLA). Solomon goes on present and describe six "bases of power" that were originally identified by French and Raven. A base of power, Solomon explains, provides the reason that a person has power over another. The bases of power, as presented by Solomon, are reward power, coercive power, __________ power, expert power, information power, and referent power.

legitimate

A new medication to eliminate fungal growth on toenails (ew!) may have a slow rate of adoption because it is not a highly-visible item in people's homes. Also, the item is not likely to be discussed often among friends and coworkers. This is an example of how __________ can affect the rate of a new product's diffusion.

observability

From The Wall Street Journal (November 25, 2011): A woman shot pepper spray to keep shoppers from merchandise she wanted during a Black Friday sale, and 20 people suffered minor injuries, authorities said. The incident occurred shortly after 10:20 p.m. Thursday in a crowded Los Angeles-area Walmart as shoppers hungry for deals were let inside the store. Police said the suspect shot the pepper spray when the coverings over the items she wanted were removed. "Somehow she was trying to use it to gain the upper hand," police Lt. Abel Parga told The Associated Press early Friday. He said she was apparently determined to buy a particular electronic item, and used the pepper spray to keep other shoppers at bay. If Cialdini were asked to comment on the psychological underpinnings of this aggressive shopper's regrettable behavior, he would most likely say that it is explained by __________.

psychological reactance theory

To define __________, the author of your primary textbook (i.e., Solomon) cites Park and Lessig (1977): "an actual or imaginary individual or group conceived of [as] having significant relevance upon an individual's evaluations, aspirations, or behavior."

reference group

Which of the following is not matched with the proper definition or label?

sacralization = when objects we associate with sacred events or people become sacred in their own right

According to Cialdini, compliance professionals who use the "limited-number technique" and the "deadline tactic" are trying to use __________ as a weapon of influence.

scarcity

When the author of your primary textbook (i.e., Solomon) speaks of the "horizontal revolution," he is talking about __________.

the ever-increasing amount of product- and brand-related information that consumers now share with each other, usually through social media

"Homogamy" refers to

the tendency to marry in a social class similar to our own.

Psychological reactance appears to be the most present, and the most powerful, when people are at two particular ages: __________ and __________.

the terrible twos; teenage years

According to Cialdini, we may unthinkingly comply with "nonauthorities" as if they were authorities if __________.

they do any of the above