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MKT310 final exam 2014 summer




Question;Question;1. 1. (TCO 1) Describe a virtual brand community. Create an example that;demonstrates the concept. (Points: 25);Question;2. 2. (TCO 2) Describe the Asian-American ethnic subcultural group;demographically and by lifestyle, noting significant consumer characteristics.;(Points: 25);Question;3. 3. (TCO 3) Although the relative size of age cohorts within a culture is;determined by a number of factors that can vary from one generation to the;next, what is the primary cause of the relative size of the same age cohort;differing between cultures? (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) Research has shown Kinsei engineering can be an effective way to;design products. Explain how Kinsei engineering works and provide an;illustration that demonstrates your understanding. (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) A woman who was raised on Kate Moss images of women, played with;Barbie dolls while growing up, and watched her share of TV was overheard;outside of a theater that was playing the Marilyn Monroe classic Gentlemen;Prefer Blondes. The woman said, "I didn't know Marilyn Monroe was so large;and fat." Her female friend disagreed and said, "Marilyn Monroe is a;classic icon of beauty." Discuss this interchange in terms of ideals of;beauty. (Points: 25);Question;9. 9. (TCO 9) Demonstrate how a marketer could use neuromarketing to advance;the cause of his product. You may use any example you choose for your;demonstration. (Points: 25);Question;10. 10. (TCO 10) Why does a typical casino have low ceilings, no windows, no;clocks, and no straight aisles? (Points: 25)


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