What can marianne do to increase impulsive purchasing

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Reference no: EM13872957

I. Multiple Choice-

1. American today are, as a whole, more in debt than ever before. Which cultural value is most responsible for this?
A. power distance.
B. individualism.
C. masculinity.
D. uncertainty avoidance.
E. long-term orientation.

2. Culture primarily influences consumption behavior by giving rise to __________________, which lead to ______________________.
A. cultural values, norms and sanctions.
B. cultural values, ecology and tradition.
C. ecology and tradition, norms and sanctions.
D. norms and sanctions, core societal values.
E. ecology and tradition, core societal values.

3. As discussed in class, many of the similarities and differences in global cultures with regard to factors like the importance of time management can be explained by__________________
A. traditions.
B. individualism.
C. norms and sanctions.
D. power distance.
E. ecology.

4. An advertisement for high priced clothing that emphasizes how durable the clothing is would likely be most effective, everything else being equal, in a cultural that scores highly on ________________.
A. individualism.
B. masculinity.
C. power distance.
D. uncertainty avoidance.
E. long-term orientation.

5. Appealing to a product's ability to help consumers become more self-reliant would likely be most effective, everything else being equal, in a cultural that scores highly on _____________________.
A. individualism.
B. masculinity.
C. power distance.
D. uncertainty avoidance.
E. long-term orientation.

6. In Trey's home country, an ‘unwritten rule' is that customers of most restaurants are seated according to their social class. Such a culture would probably score highly on __________________.
A. individualism.
B. masculinity.
C. powerdistance.
D. uncertaintyavoidance.
E. long-termorientation.

7. A brand that is promoted to help a consumer become envied by everyone they know would likely be most effective in a culture with high ________________.
A. individualism.
B. masculinity.
C. powerdistance.
D. uncertaintyavoidance.
E. long-termorientation.

8. While the power of ________________ transmitting cultural values has been increasing in recent decades, the influence of ____________________ on cultural values has been decreasing.
A. media, families.
B. religious institutions, families.
C. schools, media.
D. families, schools.
E. religious institutions, media.

9. A marketer from the USA is conducting research in Brazil. She wants to use her brand's slogan in Portuguese, the native language of Brazil, so she hires a bilingual Brazilian to translate the slogan into Portuguese and has another person translate the slogan back into English. This technique is done to ensure that ________________ exists.
A. metric equivalence.
B. translational equivalence.
C. scalar equivalence.
D. dialectic equivalence.
E. locational equivalence.

10. Wei's parents are first-generation Chinese immigrants to the United States. Unlike Wei, her parents never learned much English and always preferred products made in China to the ones made in their adopted country. Wei attributes this to the sense of attachment and loyalty they have for their native country. Wei's parents are most likely to have strong ____________________.
A. ethnic externalization
B. ethnic polarization.
C. ethnic acculturation.
D. ethnic identification.
E. ethnic fractionalization.

11. Consumers from a(n) __________________ culture are less likely to be upset from waiting in a line to check out at a retail store than other consumers.
A. polychromic.
B. individualistic.
C. masculine.
D. monochronic.
E. collectivistic.

12. While members of the _________________ are working, they usually have limited education and a relatively low standard of living. Many of those in this social class do not have bank accounts and live in areas where crime and illegal drugs are common.
A. working poor class.
B. underclass.
C. working class.
D. middle class.
E. upper middle class.

13. While not the most ‘elite' social class, members of the _________________ are often the trendsetters that certain other social classes try to imitate.
A. upper middle class.
B. working class..
C. middle class.
D. working poor class.
E. capitalist class.

14. Social class is most closely associated with an individual's _____________________.
A. income.
B. occupation.
C. education.
D. age.
E. possessions.

15. Randy and Cindy, a married couple who are both professionals, were scheduled to attend a conference together. However, a few days prior to the conference, their three-year-old daughter became sick, and Randy stayed home to take care of her, while Cindy went to the conference. When Cindy told other attendees why Randy couldn't come, they were surprised that Cindy was not the one to stay home. Consequently, Cindy is likely to experience what?
A. expectation divergence.
B. relational divergence.
C. role conflict.
D. cognitive dissonance.
E. structural conflict.

16. As discussed in class, approximately 50% of all Asian Americans originally emigrated from which countries?
A. China and the Philippines.
B. Korea and Japan.
C. Vietnam and China.
D. Japan and the Philippines.
E. Korea and China.

17. _______________ tend to have the greatest levels of wealth of any ethnic microculture in the USA.
A. African Americans.
B. Hispanics.
C. Asian Americans.
D. Asian Indian Americans.
E. Native Americans.

18. Which of the following statements regarding demographics is FALSE?
A. While psychographics can be useful, marketers are often primarily interested in how they relate to demographic variables.
B. Demographic refer to characteristics of people which are generally ‘visible'.
C. Demographic variables are often easier for marketers to use than consumers' orientations.
D. Income is a potentially important demographic variable.
E. A demographic group is equivalent to a segment.

19. The fact that most consumers in developed nations are _________________ is almost certainly due in part to ____________________.
A. growing older, increased influence of media.
B. growing younger, increasing birth rates.
C. becoming less affluent, cultural diversity.
D. living longer, increased cultural diversity.
E. becoming more affluent, decreasing birth rates.

20. Which of the following is NOT an example of a situational influence?
A. Harry needs a new nail gun, but he lives in rural Washington, and there is only one store that carries nail guns within 50 miles of his home, so he goes to that store and buys the only nail gun they carry.
B. Amy is really ‘into' handbags, so she always takes a lot of time to shop online and decide which handbags she will purchase.
C. Sheila doesn't have much time to make her decision, so she picks the first product that she thinks would meet her needs.
D. Bill likes oldies music and without even thinking about it, he tends to shop in stores that play oldies music longer than in others.
E. All of the above are examples of situational influences.

21. Marian's shopping activities are focused on purchasing new shoes for her son. Which type of shopping activity best describes Marian's situation?
A. acquisitional shopping.
B. epistemetic shopping.
C. experiential shopping.
D. hedonic shopping.
E. impulsive shopping.

22. Chris really wants to get a new boat for waterskiing, but he doesn't have the money right now. He is saving his money for one, though, and he regularly stops at various bout dealers to look at new boats to determine which boat he wants the most. Which type of shopping activity best describes Chris's situation?
A. acquisitional shopping.
B. epistemetic shopping.
C. experiential shopping.
D. hedonic shopping.
E. impulsive shopping.

23. Which of the following shopping activities is LEAST likely to provide hedonic shopping value?
A. acquisitional shopping.
B. epistemetic shopping.
C. experiential shopping,
D. hedonic shopping.
E. impulsive shopping.

24. Which of the following statements is FALSE regarding impulsive consumption?
A. Impulsive acts are usually spontaneous and involve some short-term feelings of liberation.
B. Impulsive acts are usually accompanied with a diminished regard for any consequences of the act.
C. Impulsive acts are often characterized by a consumer suddenly remembering a certain need.
D. Impulsive acts are usually motivated by a need for immediate self-fulfillment.
E. Impulsive acts are usually accompanied by high hedonic value.

25. Placing items on the ends of shelving units in retail stores is a common practice used to help sales of specific items. However, this strategy would likely not be very effective in increasing sales from __________________ consumers.
A. compulsive.
B. state-oriented.
C. focused.
D. action-oriented.
E. experiential.

26. Which of the following situational influences is most likely to affect consumers' perceptions of utilitarian shopping value?
A. music.
B. color.
C. time pressure.
D. crowding.
E. mood.

27. Adam believes that all brands of peanut butter are essentially the same. He believes that Jif peanut butter is ‘good enough', so he always buys this brand when he runs out of peanut butter. This is an example of ______________________.
A. Brand inertia.
B. Limited decision making.
C. Brand loyalty.
D. High purchase involvement.
E. Limited external searching.

28. The level of one's desire to resolve a particular need depends on which factors?
A. the consumer's perception of his or her actual state and the desired state.
B. the length of time required to make a decision and the level of purchase involvement.
C. The magnitude of the discrepancy between the desired and actual states as well as the relative importance of the need.
D. the degree of brand loyalty and the amount of time required to make a decision.
E. the direction of the discrepancy between the desired and actual states in addition to the relative importance of the purchase.

29. The Smith's home has potentially unsafe levels of radon, a harmful radioactive substance, but they have no idea of this because it is odorless, and they have not been feeling any ill effects from it. In fact, many homes have this problem, and the owners do not know about it and probably won't unless their home is tested. This is an example of a(n)___________________ need.
A. generic.
B. active.
C. selective.
D. inactive.
E. manifest.

30. Blake doesn't much care about cars, but he is currently engaging in a substantial amount of information search about them since he is about to buy a new car. In terms of involvement, Blake is ___________________.
A. high in product involvement; low in purchase involvement.
B. high in value-expressive involvement; low in product involvement.
C. high in product involvement; high in purchase involvement.
D. low in value-expressive involvement; low in purchase involvement.
E. low in product involvement; high in purchase involvement.

31. Meiji wants to purchase some new make-up, but she wants something different from what she is currently using. Since she has experience with this product, she just remembers other products she has tried, and decides to purchase on of those. Which type of information search has Meiji performed?
A. primary search.
B. secondary search.
C. external search.
D. internal search.
E. evoked search.

32. Most advertisements try to generate ___________________ needs.
A. generic.
B. active.
C. selective.
D. utilitarian.
E. manfest.

33. Ongoing searching behavior is most likely a result of high
A. purchase involvement.
B. sensory-specific satiety.
C. generic need recognition.
D. selective need recognition.
E. product involvement.

34. Most brand managers want their customers to buy their product using what type of decision making?
A. routine decision making.
B. involved decision making
C. extended decision making.
D. limited decision making.
E. simple decision making.

35. Which of the following statements is FALSE regarding need recognition?
A. Need recognition is the first stage in the consumer decision process.
B. Only when the desired state is greater than actual state will a need exist.
C. Need recognition is the result of a large enough discrepancy between a desired state and an actual state so that it activities the decision process.
D. Without recognition of a need, there is no decision to be made.
E. Marketers can influence both consumers' desired and actual state.

36. Freddy is about to purchase a new car, and he has decided that gas mileage, price, reliability, and styling are the features that he will take into account when making his decision. These attributes represents Freddy's __________________.
A. shopping criteria.
B. preferred set.
C. consideration set.
D. inert set.
E. evaluative criteria.

37. Which of the following statements is FALSE?
A. Enjoyable environments tend to lead to greater searching by consumers.
B. Shopping orientation tends to increase searching.
C. Consumers with extensive knowledge o a product category usually search less than consumers with moderate knowledge.
D. The more variability in the prices of products in a product category, the more searching consumers will tend to engage in.
E. A greater amount of time to search tends to increase the amount of searching done.

38. Which type of consumer decision making does NOT include alternative evaluation?
A. routine decision making.
B. involved decision making.
C. extended decision making.
D. limited decision making.
E. simple decision making.

39. Providing detailed product information on a firm's website is likely to be most beneficial to consumers who
A. see little risk in purchasing the product.
B. are engaged in extended decision making.
C. purchasing a product for themselves.
D. have low levels of purchase involvement.
E. are engaged in internal searching.

40. Marla is bored with her cell phone. She wants to purchase a new one that has cool ring tones and can take a picture. Two of her friends have different cell phones, but Marla likes both of them and won't consider purchasing any others. Which type of decision making will Marla be most likely to engage in?
A. complex decision making.
B. habitual decision making.
C. extended decision making.
D. limited decision making.
E. simple decision making.

II. Short Essays - Answer TWO of the following two questions as specifically as possible using the space provided. Include concepts and points discussed in class and the text, as part of your answer, where appropriate. Use examples when possible. This section of the exam is worth twenty points. The questions you answer are worth ten points each. Be sure to answer all parts of the questions you choose completely.

41. Marianne is the owner of a local spa and health store. In addition to various spa treatments, she also sells a wide array of products designed to improve her customers' health ranging in price from $3-$100. What can Marianne do to increase impulsive purchasing at her store?

42. How can the Rollerblade brand use need recognition concepts to improve their sales?

Exhibit 1

 

Individualism

Masculinity

Power Distance

Uncertainty Avoidance

Long-term Orientation

    USA

           91

        62

      40

            46

            29

  France

           71

        43

      68

            86

            39

Bangladesh

           20

        55

      80

            60

            40

43. Based on Exhibit 1, calculate the cultural distance scores between the USA and the other two countries. Briefly explain what these cultural distance scores would mean to marketers from the USA.

Reference no: EM13872957

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