Luxury Marketing Practice Questions
Course Introduction
Luxury Marketing explores the unique principles, strategies, and challenges involved in managing and marketing luxury brands. The course examines the historical evolution of luxury, the psychology of luxury consumption, and the dynamics of brand equity, exclusivity, and customer experience. Students learn how luxury brands maintain prestige and desirability, develop global strategies, navigate digital channels, and communicate value to discerning consumers. Case studies of iconic luxury brands are used to illustrate best practices in product development, pricing, distribution, and integrated marketing communications within the luxury sector.
Recommended Textbook Consumer Behavior 10th Edition by Michael R. Solomon
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14 Chapters
1260 Verified Questions
1260 Flashcards
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Page 2
Chapter 1: Buying, Having, and Being
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) Jenny Rowlins is absolutely exhausted after her shopping trip to pick out a dress for her sorority's formal event. The stores were crowded, and none of her favorite shops carried a dress that she liked in her size. After spending hours at the mall, Jenny gave up and decided to order her dress online and just return it if it wasn't exactly right. This decision took place in the ________ stage of Jenny's consumption process.
A) prepurchase
B) purchase
C) postpurchase
D) influence
Answer: B
Q2) Consumers and the items they consume can take many forms. Give examples of three different types of consumers and examples of three different types of items they could consume, including products, services, and ideas.
Answer: Examples will vary. Consumers can include individuals of any age, groups, and organizations. Items consumed can include products such as toys, cars, food; services such as dentist appointments, haircuts, and massages; and ideas such as democracy and the green movement.
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Page 3
Chapter 2: Perception
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Sample Questions
Q1) According to the retailer's rule of thumb based on the closure principle, when a sale catalog is created, the prices (on average) of the products in the catalog should be reduced by about 20 percent.
A)True
B)False
Answer: False
Q2) Unlike computers, people do not passively process whatever information happens to be present.
A)True
B)False
Answer: True
Q3) Which of the following refers to the process by which the way a word sounds influences the listener's assumptions about what the word describes?
A) sound symbolism
B) audio watermarking
C) semiotics
D) the principle of similarity
Answer: A
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Chapter 3: Learning and Memory
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Sample Questions
Q1) As May-Lee considers her purchase of perfume, she shifts back and forth between thinking about claims made by the different brands, remembering ads she has seen, and considering her emotional responses to the various brands. Which of the following processes most accurately describes what May-Lee is going through?
A) spreading activation
B) advertising decay
C) polar parallels
D) scalar processing
Answer: A
Q2) Which of the following occurs when a customer learns that two products are different even though the packages of both products look similar?
A) extinction
B) brand equity
C) stimulus generalization
D) stimulus discrimination
Answer: D
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Chapter 4: Motivation and Global Values
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Sample Questions
Q1) Explain the etic and emic perspectives on global marketing. Give an example of the use of each.
Q2) Describe the segment of consumers that marketers call LOHAS. What does this segment value? How has this segment of consumers affected marketing?
Q3) Which of the following scholars is given credit for developing the ideas that serve as the basis for a number of personality tests, including the Thematic Appreciation Test?
A) McClelland
B) Murray
C) Maslow
D) Herzberg
Q4) Alicia loves chocolate. She maintains that it actually makes her feel better, especially when she is depressed or having a difficult time. Alicia's motivation to eat chocolate would be best explained with an expectancy theory.
A)True
B)False
Q5) Motivation explains the strength of behavior, but not its direction.
A)True
B)False
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Chapter 5: The Self
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Sample Questions
Q1) Ben is a little nervous about how he will be perceived when he arrives for a job interview. He got his hair cut and wore his most expensive business suit so he would appear more like the person the firm would like to hire at the executive level. He knows that he "cleans up well" and hopes that will compensate for his rather weak resume. In terms of symbolic interactionism, explain what Ben is doing.
Q2) The title of a popular book once proclaimed that Real Men Don't Each Quiche. Products that take on masculine or feminine attributes are said to be ________.
A) agentic
B) sexually explicit
C) sex-typed
D) androgynous
Q3) ________ refers to a person's feelings about his or her body.
A) Looking-glass self
B) Self-concept
C) Body cathexis
D) Body image
Q4) Describe how ideals of beauty within a culture motivate consumers to change themselves physically. Mention specific categories where this occurs.
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Page 7
Chapter 6: Personality and Psychographics
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Sample Questions
Q1) Consumer addiction can be classified as either a physiological or psychological dependency on a product or service.
A)True
B)False
Q2) According to a Freudian system of analysis, the superego is the counterweight to the ego.
A)True
B)False
Q3) What were beliefs of the Neo-Freudians? Are those beliefs relevant to today's marketing?
Q4) ________ refer(s) to analytical techniques that combine data on consumer expenditures and other socioeconomic factors with geographic information about the areas in which people live in order to identify consumers who share common consumption patterns.
A) Psychographics
B) Geographics
C) Demography
D) Geodemography
Q5) What did Freud mean when he said, "Sometimes a cigar is just a cigar"?
Q6) List the various ways that psychographic segmentation can be used.
Page 8
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Chapter 7: Attitudes and Persuasion
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Sample Questions
Q1) The balance theory perspective involves relations among three elements (a triad). Which of the following is one of the elements of the triad?
A) a person and his or her perceptions
B) the marketer and its strategy of image building
C) a person's beliefs
D) subconscious motives
Q2) According to the functional theory of attitudes, attitudes exist because they are hereditary.
A)True
B)False
Q3) Andy Wilcox was running for mayor. His campaign manager asked people to put a small pro-Wilcox sign in their yards. Later the manager called the same people and asked if a larger sign could be placed in their yards. He was rarely turned down. This is an example of the foot-in-the-door technique.
A)True
B)False
Q4) Identify the elements of balance theory. Discuss possible interaction effects between unit relation and sentiment relation and how they can be applied to marketing strategy.
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Page 9
Chapter 8: Decision Making
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Sample Questions
Q1) A consumer is most likely to engage in ________ when she is in a good mood or when she is uninvolved in other activities.
A) inertia
B) extended problem solving
C) variety seeking
D) mental accounting
Q2) ________ occurs whenever the consumer sees a significant difference between his or her current state of affairs and some desired state.
A) Information search
B) Evaluation of alternatives
C) Evaluation of the evoked set
D) Problem recognition
Q3) Define compensatory rules used in purchase decision-making. Identify and describe the rules that might fall under this category.
Q4) If a consumer is following the lexicographic rule in her decision making, then she would select a brand that is the best on the most important attribute.
A)True
B)False
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Page 10
Chapter 9: Buying and Disposing
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Sample Questions
Q1) Describe the expectancy disconfirmation model and give an example of its application.
Q2) A ________ orientation dimension distinguishes between people who prefer to do one thing at a time and those who have multitasking timestyles.
A) social
B) polychronic
C) planning
D) temporal
Q3) Two dimensions of emotional states determine if a shopper will react positively or negatively to a consumption environment. These two dimensions are best described as being ________.
A) pleasure and pain
B) avoidance and satisfaction
C) avoidance and arousal
D) pleasure and arousal
Q4) It would be difficult to sell consumers life insurance if their notion of time is cyclic.
A)True
B)False
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Chapter 10: Organizational and Household Decision Making
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Sample Questions
Q1) Purchase decisions made by companies frequently involve only one person because of the nature of organizational buying.
A)True
B)False
Q2) One of the differences between organizational buying and consumer buying is that in organizational buying the decisions are often more risky, as an individual's career may be on the line.
A)True
B)False
Q3) A group of friends who are not related to each other meet regularly for dinner and celebrate holidays together. This group of friends is best described as a(n) ________.
A) extended family
B) intentional family
C) household
D) buyclass group
Q4) Explain what is meant by a family identity. Then give two examples of how a family identity may be constructed.
Q5) Define consumer socialization and discuss sources of influence on children.
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Chapter 11: Groups and Social Media
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Sample Questions
Q1) Political candidates who get the most media exposure are more likely to win an election because of the effect of ________ in determining one's set of referents.
A) propinquity
B) mere exposure
C) group cohesiveness
D) reference bias
Q2) ________ refers to the strategy of getting visitors to a Web site 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
Q3) A surrogate consumer, by definition, makes a purchase on behalf of another consumer.
A)True
B)False
Q4) Describe the concepts of normative influence and comparative influence among reference groups.
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Chapter 12: Social Class and Lifestyles
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Sample Questions
Q1) We tend to marry people in a similar social class to our own. Sociologists call this ________, or assortative mating.
A) marriage complementarity
B) homogamy
C) monogamy
D) status crystallization
Q2) Evan was an aggressive, rich, and determined businessman originally from a working class family. He had become wealthier than he had ever imagined by buying and selling other businesses. Evan seemingly could do anything until he tried a hostile takeover of an established bank owned by several prestigious families. When his bid failed, Evan said, "I always knew there was an elite, but up to now I thought I was a part of it." What type of capital was Evan lacking?
A) economic
B) cultural
C) psychological
D) sociological
Q3) Some theorists do not include income in their measure of social class, arguing that it is unnecessary. Defend this point of view and also explain why income is added when measuring social class in marketing.
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Page 14
Chapter 13: Subcultures
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Sample Questions
Q1) The cultural learning acquired through ________ leads immigrants to a process of adaptation.
A) maintenance
B) translation
C) resistance
D) segregation
Q2) Another name for Generation Y is ________.
A) War Babies
B) Slackers
C) the Lost Generation
D) Echo Boomers
Q3) An age ________ consists of people of similar ages who have undergone similar experiences.
A) culture
B) paradigm
C) cohort
D) model
Q4) People born between the two World Wars are part of the Silent Generation.
A)True
B)False
Page 15
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Chapter 14: Culture
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Sample Questions
Q1) Gen Akoi greatly values his micro-refrigerator. The refrigerator is so small it will fit almost anywhere. Gen believes that the efficient use of space is one of the characteristics any good product should have. With respect to the functional areas of a cultural system, Gen is focusing on ________ as a variable in selecting his products.
A) ideology
B) ecology
C) social structure
D) socio-psychology
Q2) In many cultures, stories feature talking animals that act as mediating figures.
A)True
B)False
Q3) A cultural system consists of three functional areas. What are they? Give a brief explanation of each.
Q4) Compare and contrast the trickle-down, trickle-up, and trickle-across theories.
Q5) Most holidays commemorate a cultural myth.
A)True
B)False
Q6) Identify and describe the factors that affect the successful adoption of innovations.
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