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Devry MKTG310 final exam (August 2014)




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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