Reference no: EM132191239
Marketing Class:
1- Which of the following is true about ‘Signaling Status with Luxury Goods: The Role of Brand Prominence’?
a. Patricians possess significant wealth and pay a premium for conspicuously branded products that serve as a horizontal signal to other patricians.
b. Patricians are high in financial means, high in their need to consume for prestige's sake, and keen to associate with other patricians.
c. Parvenus are concerned first and foremost with separating or dissociating themselves from the have nots while associating themselves with other haves, both patricians and other parvenus.
d. Unlike the parvenus, poseurs are highly motivated to consume for the sake of status.
e. None of the above
2- Below are the descriptions of methods used extensively in marketing field these days. All of the following are examples of Big Data analysis except
a. fully-automated method to monitor brand-related messages on Twitter
b. imaging technique that can detect increased blood flow in the brain, which occurs in response to metabolic demand
c. video data to make recommendations for new garment purchases
d. active machine learning (fuzzy support vector machines) to provide a new method of preference elicitation for complex products
e. using methods from multi-armed bandit problems to identify the banner-advertising characteristics that are most likely to appeal to consumers
3- Which of the following is NOT true about ‘Signaling Status with Luxury Goods: The Role of Brand Prominence’?
a. Wealthy consumers low in need for status want to associate with their own kind and pay a premium for quiet goods only they can recognize.
b. Wealthy consumers high in need for status use loud luxury goods to signal to the less affluent that they are not one of them.
c. Those who are high in need for status but cannot afford true luxury use loud counterfeits to emulate those they recognize to be wealthy.
d. less affluent consumers who are also less status conscious are simply not driven to consume for the sake of status and either cannot or will not concern themselves with signaling by using status goods.
e. To Patrician, Louis Vuitton's distinctive "LV" monogram or the popular Damier canvas pattern is synonymous with luxury because these markings make it transparent that the handbag is beyond the reach of those below them.