Question 1

The belief that meaning is not fixed but is instead constructed by each individual is part of the ________ paradigm.

Accepted Answer

A)  positivist 
B)  pragmatic 
C)  interpretivist 
D)  consumerist

Question 2

An advertisement for a national shampoo shows a plain woman using the product, then transforming to a gorgeous woman with a new hairstyle, dressed in elegant clothes, waiting for the "man of her dreams" to appear on her doorstep. This advertisement best illustrates which of the following criticisms of the marketing system?

Accepted Answer

A)  Marketing makes society overly materialistic. 
B)  Marketers promise miracles. 
C)  Marketers create needs. 
D)  Marketers control popular culture.

Question 3

Some critics of marketing have said that consumers are manipulated into buying products they really don't need and wouldn't even consider buying without the false wants created by the marketing system. A strong counterargument to this criticism is that wants are basic biologically-based motives that cannot be created by marketers.

Accepted Answer

A) True 
 B)False

Question 4

A consumer researcher who believes in the paradigm of ________ believes that human reason is supreme and that there is a single, objective truth that can be discovered by science.

Accepted Answer

A)  fundamentalism 
B)  interpretivism 
C)  positivism 
D)  postmodernism

Question 5

Explain the concept of the 80/20 rule and why it is important to marketers.

Accepted Answer

The answer of Explain the concept of the 80/20 rule...

Question 6

In the era of Web 2.0, the focus of electronic marketing has shifted from C2C e-commerce to B2C e-commerce.

Accepted Answer

A) True 
 B)False

Question 7

A person who believes that science can fix or find a cure for anything most likely follows the philosophy of interpretivism.

Accepted Answer

A) True 
 B)False

Question 8

Of the following, a proponent of ________ would be most likely to argue that our society emphasizes science and technology too much.

Accepted Answer

A)  consumerism 
B)  positivism 
C)  modernism 
D)  interpretivism

Question 9

A marketer who segments a population by age and gender is using ________ to categorize consumers.

Accepted Answer

A)  demographics 
B)  psychographics 
C)  roles 
D)  lifestyle

Question 10

One beer distributor identified a marketing segment as the "campus guzzlers." Explain what could be used to identify this segment and why.

Accepted Answer

The answer of One beer distributor identified a marketing segment...

Question 11

Wal-Mart began a new campaign to sell lawn furniture. In emphasizing how lawn furniture has been used over the decades in movies and books, by celebrities, and as essential ingredients to home entertainment, the campaign is drawing upon popular culture.

Accepted Answer

A) True 
 B)False

Question 12

Compare and contrast the paradigms of positivism and interpretivism. Be specific in your comments and explanations.

Accepted Answer

The answer of Compare and contrast the paradigms of positivism...

Question 13

Professor Franklin had a time machine and traveled back to 1975. He told a 1975 marketing class that in the future it would become popular among high school and college students to put holes through various parts of their anatomy and to attach metal plugs and ornaments through those holes. The students laughed at Professor Franklin and said they couldn't imagine that anyone would do that to his or her own body. What aspect of consumer behavior did the students not understand?

Accepted Answer

A)  They didn't understand the impact of popular culture in influencing consumers. 
B)  They didn't understand that lifestyle issues are more important than social class issues. 
C)  They didn't understand the meaning of consumption. 
D)  They didn't understand the importance of culture jamming.

Question 14

The goals of helping people and bringing about social change are the focus of ________.

Accepted Answer

A)  relationship marketing 
B)  social media 
C)  Transformative Consumer Research 
D)  Open Data Partnerships

Question 15

Bribing foreigners to gain business has been against the law in the U.S. for more than 30 years.

Accepted Answer

A) True 
 B)False

Question 16

Global consumer culture and popular culture are interchangeable terms.

Accepted Answer

A) True 
 B)False

Question 17

The sociological perspective of role theory can be used to explain why people who engage in certain activities seem to have a "uniform." For example, cyclists have spandex and helmets, while fly fishermen have vests and floppy hats.

Accepted Answer

A) True 
 B)False

Question 18

In an online ________, members share opinions and recommendations about products.

Accepted Answer

A)  market segment 
B)  consumption community 
C)  marketing database 
D)  culture jam

Question 19

In the early stages of development, consumer behavior was known as buyer behavior. What important aspect of the exchange process does this change in name reflect?

Accepted Answer

The answer of In the early stages of development, consumer...

Question 20

Which of the following best characterizes social critic Vance Packard's position on the possibility of marketing efforts manipulating consumers' thoughts?

Accepted Answer

A)  Marketers don't have enough knowledge to manipulate consumers. 
B)  Marketers have been successful in manipulating consumers' emotions, but not thought processes. 
C)  Marketers have used knowledge of the social sciences to channel consumer habits, decisions, and thoughts. 
D)  The public has been unnecessarily frightened by allegations of marketing manipulation that are blatantly false.

Exam 1: Buying, Having, and Being

The belief that meaning is not fixed but is instead constructed by each individual is part of the ________ paradigm.

A consumer researcher who believes in the paradigm of ________ believes that human reason is supreme and that there is a single, objective truth that can be discovered by science.

Explain the concept of the 80/20 rule and why it is important to marketers.

In the era of Web 2.0, the focus of electronic marketing has shifted from C2C e-commerce to B2C e-commerce.

A person who believes that science can fix or find a cure for anything most likely follows the philosophy of interpretivism.

Of the following, a proponent of ________ would be most likely to argue that our society emphasizes science and technology too much.

A marketer who segments a population by age and gender is using ________ to categorize consumers.

One beer distributor identified a marketing segment as the "campus guzzlers." Explain what could be used to identify this segment and why.

Wal-Mart began a new campaign to sell lawn furniture. In emphasizing how lawn furniture has been used over the decades in movies and books, by celebrities, and as essential ingredients to home entertainment, the campaign is drawing upon popular culture.

Compare and contrast the paradigms of positivism and interpretivism. Be specific in your comments and explanations.

The goals of helping people and bringing about social change are the focus of ________.

Bribing foreigners to gain business has been against the law in the U.S. for more than 30 years.

Global consumer culture and popular culture are interchangeable terms.

The sociological perspective of role theory can be used to explain why people who engage in certain activities seem to have a "uniform." For example, cyclists have spandex and helmets, while fly fishermen have vests and floppy hats.

In an online ________, members share opinions and recommendations about products.

In the early stages of development, consumer behavior was known as buyer behavior. What important aspect of the exchange process does this change in name reflect?

Which of the following best characterizes social critic Vance Packard's position on the possibility of marketing efforts manipulating consumers' thoughts?