Ashworth G01 Online Exam 1 Answers

Ashworth G01 Online Exam 1 Answers

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G01 Exam 1 Answers (Ashworth)

1. Product information and recommendations to use or avoid particular brands are transmitted 5.0/ 5.0 Points by conversations among real people. Which of the following scenarios most accurately describes how the typical teenager would probably receive his or her product information when acquiring a new cell phone? 

2. Sam Newman is an avid fisherman and outdoorsman. When Sam chooses to investigate the 5.0/ 5.0 Points newest happenings in fishing and hunting via Outdoor Worlds’ Web site he is making a/an: 

3. Jenny Rowlins is absolutely exhausted after her shopping trip to pick out a prom dress. This
has been one of the most stressful shopping trips she has ever made. Jenny has just faced a series of issues from a consumer’s perspective. Which one of the following issue categories would most accurately describe the context in which Jenny’s stressful decisions took place? 

4. Which of the following questions would be considered to be a prepurchase issue from a consumer’s perspective? 

5. Gillette introduced a pink version of the Mach III triple blade razor. Which of the following
market segmentation variables did Gillette use to construct its introduction strategy for this product? 

6. Which of the following is the best illustration of the use of database marketing? 

7. Lucy Chiang recently purchased a ceramic bowl that featured a red dragon design. When she thought about her purchase, she found that she had no justifiable reason for the purchase other than it reminded her of the bowls her mother used for evening meals when she was a child in Hong Kong. Which of the following types of relationships with a product would be the best explanation for Lucy’s purchase of the dragon bowl? 

8. Fred and Tim love to play trivia at Buffalo’s Cafe. They compete against other groups of
people for prizes and share in the mutual thrill of the competition. Once a week, Fred and Tim get the chance to really lose themselves in the pure pleasure and fun of the competition. Which of the following consumption activities would best match the situation being experienced by Fred and Tim? 

9. James Washington loves R&B and Soul music. One of his true pleasures in life is to go online 5.0/ 5.0 Points several times a week and discuss music trends with new friends that he has met via the Internet. Motown Records sponsors an online “meeting space” for collectors and enthusiasts just like James. Which of the following would best describe where James Washington goes several times a week to discuss his passion? 

10. Jillian Brooks loves dance, the arts, and music. As she has purchased and explored via the Internet, she has requested that dance, artoriented, and music Web sites contact her with new information, products, and further ways to explore her hobbies as they become available. With respect to who controls marketing offerings, Jillian has created what is called: 

11. Morris Davis believes that advertising and marketing have too much impact on a consumer’s 5.0/ 5.0 Points daily life. To fight this problem, Mr. Davis has recently initiated a Web site called “Junk It!” His Web site invites disgruntled consumers to communicate with him about invasions of their privacy through marketing and the concept of individual space. Mr. Davis believes that change comes slowly but that consumers must fight to preserve their culture and freedom from marketers and advertisers. Which of the following terms best expresses the actions by Mr. Davis to disrupt what he perceives are inappropriate marketing advertising actions? 

12. An advertisement for a national brand shampoo shows a plain woman using the product and 5.0/ 5.0 Points then being transformed with a new hairstyle and elegant clothing, and having the “man of her dreams” appear on her doorstep. This is an illustration of which of the following criticisms of the marketing system? 

13. When people organize rallies to protest cigarette and alcohol advertising in theirneighborhood (to the point of defacing or destroying billboards that carry the messages), they are participating in: 

14. Jin Franklin is driving through a crowded shopping district when she smells the wonderful
aroma of fresh baked bread. She looks to see if a bakery or restaurant is nearby, but sees nothing except clothing stores. Trying to find and then clarify meaning in this case would be an exercise in: 

15. Which of the following would be the best illustration of sensory data emanating from the external environment? 

16. The color red can be associated with pain or discomfort. This is an example of how marketers use: 

17. Color plays a dominant role in Web page design. Assume that you are the marketing 5.0/ 5.0 Points manager for a startup Internet business and you want to quickly capture a Web surfer’s attention. To capture attention, which of the following colors should you use for the opening Web page’s background? 

18. Insoles for shoes have a special packaging with a hole that allows customers to have access 5.0/ 5.0 Points to the product materials. This marketing technique is associated with which of the following sensory elements? 

19. Ben Perez is driving along a mountain road. In the distance, he sees a sign with blinking lights. Which of the following perceptual processes has been engaged? 

20. A producer of a candy product wants to sell the “sweetest” candy on the market. However, he 5.0/ 5.0 Points has found that consumers are having difficulty telling exactly which of several competing candy products is actually the “sweetest.” This producer might be having difficulty with which of the following sensory thresholds?