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MKTG 310 FINAL EXAM

MKTG 310 FINAL EXAM

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MKTG 310 FINAL EXAM

Question 1. 1. (TCO 1) Describe a virtual brand community. Create an example that demonstrates the concept. (Points : 25)

Question 2. 2. (TCO 2) What is the difference between a subculture and an ethnic subculture? (Points : 25)

Question 3. 3. (TCO 3) Of the four conflicts that characterize teenagers, which would be more of an issue in Asian societies where conformity is highly valued? (Points : 25)

Question 4. 4. (TCO 4) Explain the means-end chain model. Give an example to demonstrate how the process might work. (Points : 25)

Question 5. 5. (TCO 5) Evaluate the effectiveness of subliminal persuasion and messages. Be sure to demonstrate your knowledge of the evidence about the success of the technique as presented in the text. (Points : 25)

Question 6. 6. (TCO 6) Who in a working-class family typically plays the role of the family financial officer? Use income, education, and length of marriage to discuss when this officer will become more likely to use syncratic decision making. (Points : 25)

Question 7. 7. (TCO 7) Retail stores put a number of items on the aisles leading to the checkout station. These are placed there to remind customers of things they may have overlooked, or to show products that customers may not have thought of buying until they are seen. Retailers know that some items are purchased on impulse. In other words, the customer simply sees a product and purchases it. Create a fourth hierarchy of effects that would combine the three components of the ABC model when a product is selected on impulse. (Points : 25)

Question 8. 8. (TCO 8) It has been observed by psychologists that women are more likely to ask, “Could you close the door?” while men are more likely to ask, “Would you close the door?” What does this slight difference in language usage represent in gender role socialization? What socialization goals are most likely being used by the men and women in the example? (Points : 25)

Question 9. 9. (TCO 9) A customer searching for an SUV is trying to decide what to buy. She decides to limit her options by using the following strategy. First, the car must be a Honda or a Toyota because the customer believes that they have the highest quality. Second, the vehicle cannot cost more than $30,000 or get less than 10 miles per gallon. Third, the remaining vehicles’ interiors, comfort, and instrument placing will be judged by giving each a score and summing them. The SUVs that are left, with the highest summed scores, will be selected for an intensive test drive. What type of decision rules was this customer proposing to use? There will be more than one rule used. (Points : 25

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