Introduction to Marketing Exam
Answer Key
Course Introduction
Introduction to Marketing explores the fundamental principles and practices that drive successful marketing in todays dynamic business environment. The course covers core topics such as market research, consumer behavior, segmentation, targeting, positioning, product development, pricing strategies, distribution channels, and promotional tactics. Students learn to analyze real-world marketing problems, develop strategic marketing plans, and understand how effective marketing creates value for both organizations and consumers. By integrating theoretical concepts with practical applications, this course equips students with essential skills and knowledge for navigating and contributing to the ever-evolving field of marketing.
Recommended Textbook
Consumer Behaviour Buying Having Being 4th Australia Edition by Michael R. Solomon
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1038 Verified Questions
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Chapter 1: Buying, Having, and Being
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69 Verified Questions
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Sample Questions
Q1) Another term for positivism is ________.
A)interpretivism
B)pluralism
C)modernism
D)postmodernism
Answer: C
Q2) Discuss the positive and negative consequences of today's culture of participation as enabled by social media platforms.
Answer: In today's culture of participation, individuals can communicate with huge numbers of people with a click of a mouse.Information is no longer disseminated from a few sources; rather, it is generated by people and flows across people.People are free to interact with each other and build upon each other's ideas.People have far greater access to information than ever before.However, social media is not all positive.The hours people spend on Facebook or in virtual worlds often come at the expense of time spent working, studying or being with family and friends.For many, it is difficult to balance the real and virtual worlds.
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3
Chapter 2: Consumer and Social Well-Being
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Sample Questions
Q1) Materialism refers to the importance people attach to the fabric used in their clothing.
A)True
B)False
Answer: False
Q2) When people deface products, it is an act of ________.
A)counterfeiting
B)anticonsumption
C)addiction
D)materialism
Answer: B
Q3) ________ is a physiological or psychological dependency on product services.
A)Consumer terrorism
B)Consumer addiction
C)Consumerism
D)Materialism
Answer: B
Q4) Explain why marketing is necessary.
Answer: Marketing helps to communicate products' availability and usefulness.
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Chapter 3: Perception
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Sample Questions
Q1) Advertising has increasingly become less effective because of increased clutter.How can advertisers use contrast to cut through the clutter?
Standard/Graduate Attribute:
Answer: Advertising attention can be enhanced by contrast using size, colour, position and novelty.High contrast can be achieved using any or all of the visual methods listed.
Q2) The ________ for a brand guides how a company uses elements of the marketing mix to influence the consumer's interpretation of the brand's meaning in the marketplace relative to its competitors.
A)positioning strategy
B)Gestalt psychology
C)sensory signature
D)priming strategy
Answer: A
Q3) Interpretation is the last stage of the perceptual process.
A)True
B)False
Answer: True
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Chapter 4: Learning and Memory
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Sample Questions
Q1) Marketers assist in the process called elaborative rehearsal when they use catchy slogans or jingles to help consumers remember information about products or services.
A)True
B)False
Q2) Considering the environmental approach to cognitive learning, which type of learning is the most complex?
A)Instructional representation
B)Enactive representation
C)Symbolic representation
D)Iconic representation
Q3) A stimulus that cues one toward a particular pattern and can activate a reaction is known as a ________.
A)primer
B)trigger feature
C)scaffold
D)model
Q4) Retrieval is the process whereby we recover information from long-term memory.
A)True
B)False
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Chapter 5: Personality
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Sample Questions
Q1) Motivational research relies on ________ individual consumers.
A)psychographic profiles of B)Jungian analysis of C)behavioural targeting of D)depth interviews of
Q2) According to motivational research, when a woman wears long white gloves with her evening gown and then removes those gloves in front of her date, she most likely has which of the following motives?
A)Disalienation
B)Eroticism
C)Magic-mystery
D)Status
Q3) What were the beliefs of the neo-Freudians? Are those beliefs relevant to marketing today?
Q4) Every year, Sam goes on a holiday to a warm country.In the last few years, he has visited Egypt, Indonesia, and Guatemala.He always flies first class and stays in five-star resorts.What personality trait does Sam exhibit, and how does this trait influence his consumer behaviour with regards to travel?
Q5) What did Freud mean when he said, 'sometimes a cigar is just a cigar'?
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Chapter 6: Motivation and Values
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Sample Questions
Q1) The local Harley-Davidson motorcycle outlet has special events on Saturday mornings.Vintage bikes are shown, food is served, and some people travel more than 100 kilometres on their Harleys to be there almost every Saturday morning.The motorcycle outlet's marketing approach is successful because Harley-Davidson has become a ________ product.
A)fuzzy
B)cult
C)consumer-generated
D)disposable
Q2) Maslow's hierarchy of needs implies that the order of needs is fixed.
A)True
B)False
Q3) A situation in which consumers are truly involved with a product is known as a flow state.
A)True
B)False
Q4) How do the mediums of video and print differ with respect to their level of consumer involvement, and what accounts for this difference?
Q5) What is the relationship between motivation, need, drive, goal and wants?
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Chapter 7: The Self: Mind, Gender and Body
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Sample Questions
Q1) A woman who was raised on Kate Moss images of women, played with Barbie dolls while growing up, and watched a significant amount of TV was talking with a friend outside a theatre playing the 1953 Marilyn Monroe classic Gentleman Prefer Blondes.The woman said, 'I didn't know Marilyn Monroe was so big and fat.' Her female friend disagreed and said, 'Marilyn Monroe is a classic icon of beauty.' Discuss this interchange in terms of ideals of beauty.
Q2) Anna Jones thinks she should lose some weight even though she is skinny.Anna is concerned about her ________.
A)looking-glass self
B)body image
C)actual self
D)ideal self
Q3) Males are more other-oriented, whereas females are more self-oriented.
A)True
B)False
Q4) Which of the following is a level of a people extended self?
A)Individual level
B)Family level
C)Community level
D)All of the above
Page 9
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Chapter 8: Attitudes and Attitude Change
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Sample Questions
Q1) How strongly or weakly a consumer is committed to a specific attitude relates to the level of involvement he or she has with the attitude object (A ).Describe the strength of commitment involved in each of the following and give an example: Compliance Identification Internalisation
Q2) Balance theory reminds us that consistency is necessary to make any consumer decision.
A)True
B)False
Q3) According to the Fishbein model, one of the components of attitude is the ________ people have about an attitude object (A ).
A)salient beliefs
B)subconscious beliefs
C)latitude of acceptance
D)latitude of rejection
Q4) What are the six major psychological principles that can influence people to change their minds or comply with a request? Be specific in your answer.
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Chapter 9: Individual Decision-Making
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Sample Questions
Q1) Briefly describe the behavioural influence perspective and why it is important.
Q2) People tend to emphasise their losses more than their gains.
A)True
B)False
Q3) The concept of purchase momentum indicates that impulse buying decreases the likelihood that we will purchase more later.
A)True
B)False
Q4) Unless a purchase decision is risky and/or has high involvement, it is reasonable for a customer to shorten the decision process by limiting the information search and evaluation of alternatives stages rather than thoroughly undertaking each step.
A)True
B)False
Q5) Three years ago, Tim and his family bought their first house.It was their dream home at the time, but now they want something bigger and nicer.They have experienced opportunity recognition.
A)True
B)False
Q6) Compare limited versus extended problem solving.
Page 11
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Chapter 10: Buying, Using and Disposing
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Sample Questions
Q1) Jason loves to go to Readings bookstore in the evening.In addition to looking at books, he is able to meet interesting people in the store's coffee shop, where local artists perform soft jazz.Because the other consumers in Borders might affect Jason's purchases, we call them ________.
A)shopping partners
B)peers
C)co-consumers
D)clients
Q2) Consumers' physical and social environments have little to do with the motives consumers have for product usage.
A)True
B)False
Q3) Steven has an urge to buy a Magnum ice cream when he enters the neighbourhood convenience store.What would be the best term to describe Steven's buying situation?
A)Unplanned buying
B)Impulse buying
C)Demand-enhanced buying
D)Planned buying
Q4) What is the difference between unplanned buying and impulse buying?
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Chapter 11: Groups and Social Influence
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Sample Questions
Q1) The opinion leader referred to as a(n) ________ is actively involved in transmitting marketplace information of all types.
A)surrogate consumer
B)innovator
C)monomorphic leader
D)market maven
Q2) With respect to opinion leadership, compare the self-designating model and the key informant method.
Q3) For an average citizen, an Australian senator is more likely to possess coercive power than legitimate power.
A)True
B)False
Q4) ________ refers to the strategy of getting visitors to a website to forward information on the site to their friends in order to make still more consumers aware of a product.
A)Foot-in-door marketing
B)Guerrilla marketing
C)Viral marketing
D)Demand-based marketing
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Chapter 12: Ethnicity, Religion and Age
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Sample Questions
Q1) Explain why the original descriptions and stereotypes of Gen Xers may be inaccurate.
Q2) Which of the following best describes the concept of a teenager?
A)Most cultures have historically separated youth between the ages of 13 and 17 as being neither children nor adults.
B)Most primitive cultures have isolated youth between 13 and 17 as being unstable and incapable of membership in adult life.
C)The concept of being a teenager is a relatively new historical development that did not exist prior to about 60 or 70 years ago.
D)The concept of a teenager began to appear in Western cultures about 200 years ago as a result of practices by Native American tribes.
Q3) Cultures that view women's role in society as primarily that of homemakers rather than participants in the workforce are low on the GLOBE dimension of ________.
A)power distance
B)assertiveness
C)gender egalitarianism
D)humane orientation
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Chapter 13: Lifestyle, Income and Social Class
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Sample Questions
Q1) Which of the following theorists first discussed the motivation to consume for the sake of consuming at the beginning of the 20th century?
A)Karl Marx
B)Max Weber
C)Horatio Alger
D)Thorstein Veblen
Q2) The average Australian's standard of living continues to improve.This shift in income has been linked to two key factors.What are these factors? Provide explanatory comments on each factor.
Q3) What is a consumption constellation, and how does it relate to consumer lifestyle?
Q4) According to the class structure outlined in the text, most business managers and university professors would be in the ________ class.
A)upper-upper
B)working
C)upper-middle
D)middle
Q5) What are AIOs, and how do contemporary psychographic researchers use them?
Q6) Explain the concept of social mobility and its various forms.
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Chapter 14: The Culture of Consumption
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Sample Questions
Q1) A ________ is a custom with a strong moral overtone.
A)more
B)superstition
C)convention
D)monomyth
Q2) Thomas and his family recently toured the Anzac Cove battlefield on their vacation to Turkey.The area was rich in history.While walking, Thomas remembered all the accounts of the war he had read in school.He finally understood why this place had such a special meaning in Australian history and to Australians in general.This tour is best classified as an example of ________ consumption.
A)profane
B)objectified
C)sacred
D)crescive
Q3) In the modern holiday rituals of Christmas, the figures of Christ and Santa can be seen as binary opposites; one promotes selflessness while the other promotes materialism.
A)True
B)False
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