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Questão 1
Questão
According to the text, 'extinction' refers to:
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products ceasing to be manufactured.
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forgetting.
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fading levels of consumer brand loyalty.
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withdrawal of reinforcement.
Questão 2
Questão
According to your text, which are some of the issues and assumptions marketers face in using social class?
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Marketers tend to assume that all consumers desire upward social mobility.
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Marketers tend to assume all consumers want to emulate the behaviours and consumption patterns of those above them in the social-class system.
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Marketers tend to assume consumers always want to be exposed to advertising.
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Marketers tend to assume that all consumers desire upward social mobility and that all consumers want to emulate the behaviours and consumption patterns of those above them in the social-class system.
Questão 3
Questão
After a general target market is selected, the strategy whereby the firm initially focuses on those individuals within the target market most likely to be innovators and early adopters is called:
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market research based on a stage in the product life cycle.
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a 'moving target market' approach.
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a 'stable target market' approach.
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product positioning based on a stage in the product life cycle.
Questão 4
Questão
All of the brands that a consumer is aware of but is indifferent toward are known as the:
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inept set.
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so what set.
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evoked set.
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inert set.
Questão 5
Questão
All of the brands that a consumer would consider for the solution of a particular problem are known as the:
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inept set.
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decision set.
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evoked set.
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inert set.
Questão 6
Questão
All of the following are examples of shopping orientation clusters except:
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Happy Busy Shoppers.
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Happy Social Shoppers.
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Challenged Shopping Avoiders.
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Sad Shopping Nuts.
Questão 7
Questão
All of the following are used as surrogate indicators of quality except:
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brand name.
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packaging.
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colour
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All of the given answers are surrogate indicators of quality.
Questão 8
Questão
All of the following could either increase or decrease the level of external search except:
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social status.
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shopping orientation.
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product involvement.
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social surroundings.
Questão 9
Questão
An active problem is one which the consumer:
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is aware of.
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has given up solving.
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has solved.
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assigns a high relative importance to.
Questão 10
Questão
An ad that states 'Panadol is a headache remedy' is using what type of learning?
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conditioning
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iconic rote
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vicarious learning
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none of the given answers.
Questão 11
Questão
An approach to determining the problems consumers face by analysing the purchase and/or use of a particular product or brand is known as:
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activity analysis.
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situation analysis.
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latent problem analysis.
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none of the given answers.
Questão 12
Questão
An example of a 'contrast' is:
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using two bright colours in an ad.
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placing a black and white ad in a magazine full of colour ads.
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a four colour magazine ad.
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a black and white ad.
Questão 13
Questão
An example of a continuous innovation is:
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radial keratotomy.
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multigrain bread.
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smartphones
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camcorders.
Questão 14
Questão
An increase in the 45-54 age group would imply a strong demand for:
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toys
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holidays
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insurance
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electronic goods.
Questão 15
Questão
An individual tends to be an opinion leader:
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for a wide range of products.
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only for certain brands within a product category.
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only for specific product or activity clusters.
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for all brands within a specific product category.
Questão 16
Questão
Any source of products or services for consumers is referred to as a:
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store
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catalogue retail outlet.
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retail outlet.
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shop
Questão 17
Questão
As male shoppers become increasingly involved in shopping for retail products, retail strategy will change by:
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increasing advertising targeted at men.
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sales force retraining.
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redesigned store layout.
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All of the given answers are correct.
Questão 18
Questão
As more information becomes available on the internet:
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the cost of getting information decreases.
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the quality of information decreases.
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consumers cannot identify key evaluative criteria.
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consumers cannot accelerate the decision-making process.
Questão 19
Questão
Aspirational reference groups are:
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non-membership groups with a negative attraction.
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membership groups with a positive attraction.
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non-membership groups with a positive attraction.
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membership groups with a negative attraction.
Questão 20
Questão
Attention occurs when:
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an individual is exposed to a stimulus.
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the individual can recall the stimulus.
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the individual assigns meaning to the stimulus.
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the receptor nerves pass the sensations on to the brain for processing.
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