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Question 1
Question
Current trends that marketers should consider when assessing new marketing opportunities include:
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waste management.
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the importance of the household pet.
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information technology use in households.
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all of the given answers.
Question 2
Question
Demographics are used to describe:
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subcultures' lifestyles.
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consumers' values.
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important aspects of the marketing mix.
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a population in terms of its size, structure and distribution.
Question 3
Question
Direct appeals can generally be used to reach:
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perceptual motives.
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artificial motives.
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internal motives.
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none of the given answers.
Question 4
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Doubt about the wisdom of a purchase shortly after the purchase is referred to as:
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predecision doubt.
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post-purchase dissonance.
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post-evaluation doubt.
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post-cognitive doubt.
Question 5
Question
Each individual may evaluate the same belief differently because all of us have:
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unique motivations and personalities.
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different past experiences.
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different reference groups.
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All of the given answers are correct.
Question 6
Question
Emotional advertisements may enhance attitude formation or attitude change by increasing:
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ad memorability.
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product liking.
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the ad's ability to attract and maintain attention.
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all of the given answers.
Question 7
Question
Environment-oriented values prescribe a society's relationships with its:
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economic environment.
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technical environment.
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physical environment.
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all of the given answers.
Question 8
Question
Establishing a distinct personality for a physical retail outlet is particularly challenging when:
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it has a clear competitive advantage.
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situational influences are easy to understand.
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the products sold are identical to those sold by other outlets.
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task definition is unclear.
Question 9
Question
Ethnicity forms the basis of a population segment:
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only when members of an ethnic group can be identified.
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to the extent that their behaviour can be projected to the larger culture of which they are a part.
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whenever there are consumers of different ethnicities that buy the same product.
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only when members of that group identify with it and base some of their behaviours on its norms.
Question 10
Question
Evaluative criteria are:
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the alternatives available to solve a problem.
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limited to the evoked set.
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limited to the inept set.
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the various features a consumer looks for in a product for solving a particular problem.
Question 11
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Evolving roles:
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present marketers with potential challenges and/or opportunities.
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occur as the behaviours expected of a role change.
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are related to social trends.
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All of the given answers are correct.
Question 12
Question
Exposure occurs when:
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a stimulus comes within range of our sensory receptor nerves.
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the individual assigns some meaning to the stimulus.
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the individual can recall the stimulus.
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the individual becomes aware of the stimulus.
Question 13
Question
Extended decisions generally reflect:
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very high product involvement.
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very low product involvement.
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very high purchase involvement.
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very low purchase involvement.
Question 14
Question
Extroversion, instability, agreeableness, openness to experience and conscientiousness are all part of:
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multi-trait theory.
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the five factor model of personality.
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social learning theory.
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brand personality.
Question 15
Question
Fear appeals and humour appeals in advertising have what in common?
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They may be effective in increasing company sales.
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They typically have a certain optimal level at which their use in ads is most effective.
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Their effectiveness can be limited because tolerance levels for fear and humour differ across consumers.
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All of the given answers are correct.
Question 16
Question
For a social class to be bounded it is necessary that:
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a rule is devised for each class that will include or exclude any particular individual.
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the classes are arrayed in terms of some criteria.
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an individual belongs to only one class.
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every individual in the system fits into some class.
Question 17
Question
For a target market using a brand first, outlet second decision sequence, a manufacturer should:
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use brand availability advertising.
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develop brand image management.
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use more exclusive distribution.
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All of the given answers are correct.
Question 18
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For fear appeals to be effective:
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the level of fear must be very low.
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the level of fear must be extremely high.
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a highly credible source should be used.
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fear appeals are almost never effective.
Question 19
Question
For the cereal purchase process in a nuclear family:
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children are often influencers.
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parents are often the purchasers.
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marketing communications can be targeted at parents and/or children.
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All of the given answers are correct.
Question 20
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Generation Y members:
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are expected to increase at twice the rate of the rest of the population over the next decade
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are highly likely to live in self-owned property.
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have been protected by their parents so that they were not too exposed to global changes.
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None of the given answers are correct.
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