Question 1

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

Role theory suggests that individuals are expected to conform to certain roles or expectations in society, including the attire and gear associated with certain activities. This can explain why certain groups, such as cyclists or fly fishermen, may have a uniform or dress code that signals their participation in that activity.

Question 2

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

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Question 3

What is database marketing? Why is it so widely used by today's marketers?

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Question 4

List and briefly characterise four types of relationships a person might have with a product.Be specific.

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Question 5

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

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Question 6

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

Accepted Answer

The statement mentions that the campaign is drawing upon popular culture by emphasizing how outdoor furniture has been used in movies, books, and by celebrities, which is an example of using popular culture in marketing.

Question 7

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.

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Question 8

Different issues for marketers and consumers arise in the consumption process.Identify questions that might be asked from the consumer's perspective and from the marketer's perspective in the prepurchase and purchase stages of the consumption process.

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Question 9

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

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Question 10

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

Accepted Answer

The belief that science can fix or find a cure for anything is more aligned with positivism, which emphasizes the importance of empirical observation and the scientific method. Interpretivism focuses on understanding the subjective experiences and interpretations of individuals and emphasizes the importance of qualitative research methods.

Question 11

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

Accepted Answer

The focus of electronic marketing has actually shifted towards C2C e-commerce, where individual consumers are not only buying products from businesses, but also from other consumers through online marketplaces and social media platforms. B2C e-commerce is still important, but it is not the primary focus in the era of Web 2.0.

Question 12

Psychographic information is not considered to be demographic data because this type of information is not directly observable.

Accepted Answer

Demographic data refers to observable characteristics such as age, gender, income, education, etc., while psychographic information refers to attitudes, values, interests, and lifestyles, which cannot be directly observed but are inferred through surveys, interviews, or other research methods.

Question 13

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

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Question 14

Consumers and the items they consume can take many forms.Give examples of three different types of consumer and examples of three different types of items they could consume,including products,services and ideas.

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Question 15

What is relationship marketing? Why is it so widely practiced by today's marketers?

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Question 16

Briefly explain how marketers play a significant role in our view of the world and how we live in it.Give a specific example.

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Question 17

Arthur was a good mechanic and finally opened his own repair shop.He wanted to be seen as a responsible merchant,so he installed the latest recycling and safe disposal systems for oil and anti-freeze.Arthur was engaging in green marketing.

Accepted Answer

Arthur's installation of the latest recycling and safe disposal systems for oil and anti-freeze shows that he is promoting his business as environmentally responsible, which is a characteristic of green marketing.

Question 18

Discuss the positive and negative consequences of today's culture of participation as enabled by social media platforms.

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Question 19

Explain the difference between a need and a want,giving an example of each.

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Question 20

Describe a virtual brand community.Create an example that demonstrates the concept.

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Quiz 1: Buying,having and Being