Question 1

Explain the concept of lifestyle and why it is important to marketers.

Accepted Answer

The answer of Explain the concept of lifestyle and why...

Question 2

Luis and his brother won a lottery and shared the money equally. Luis went on a trip around the world. His brother bought an expensive racing boat. This difference reflects a difference in lifestyle.

Accepted Answer

Luis spending money on a trip around the world suggests a more adventurous and travel-oriented lifestyle, while his brother's purchase of an expensive racing boat suggests a more thrill-seeking and possibly sport-oriented lifestyle.

Question 3

Serena loves to eat canned corn,especially because of the Jolly Green Giant spokescharacter. What aspect of brand personality is being used in this example?

Accepted Answer

The answer of Serena loves to eat canned corn,especially because...

Question 4

Because a goal of lifestyle marketing is to allow consumers to pursue their chosen ways of enjoying their lives and expressing their social identities,a key aspect of this strategy is to:

Accepted Answer

Lifestyle marketing is all about creating a connection between a product and a consumer's desired lifestyle. Focusing on product usage in desirable social settings helps consumers see how the product could fit into their chosen way of enjoying their lives and expressing their social identities.

Question 5

Product complementarity occurs when the symbolic meanings of different products are related to each other.

Accepted Answer

Product complementarity occurs when the symbolic meanings of different products are related to each other. For example, if a luxury car brand also creates designer watches with similar aesthetic features, there is a complementarity between the products as they both represent luxury and style.

Question 6

Ten years ago,Darren quenched his thirst with a cola. Today he grabs a bottle of sparkling mineral water. This is an example of how his deep-seated values have changed over time.

Accepted Answer

This example illustrates a change in Darren's preferences or habits rather than a fundamental change in deep-seated values. Preferences for specific types of beverages can change due to health concerns, taste, or other factors without necessarily reflecting a shift in core values.

Question 7

Describe the concepts of brand personality and brand equity and how they are related.

Accepted Answer

The answer of Describe the concepts of brand personality and...

Question 8

Dos Equis has created a brand personality around "The Most Interesting Man in the World." Explain what type of brand personality this is creating.

Accepted Answer

The answer of Dos Equis has created a brand personality...

Question 9

It is unlikely that lifestyles change once they are set.

Accepted Answer

Lifestyles can and do change over time due to various factors such as personal growth, experiences, external circumstances, or deliberate effort to make changes. While it may be difficult for some people to change, it is not impossible and many individuals have successfully made significant changes to their lifestyles.

Question 10

When interior designers integrate products from many different categories (such as appliances,furnishings,and even artwork)into a unified whole or a specific decorating style,they are relying upon the principle of:

Accepted Answer

The principle of product complementarity refers to the compatibility and harmonious coordination of different products in a design. Interior designers rely on this principle to create a cohesive look within a specific decorating style. This involves selecting products from different categories (such as appliances, furnishings, and artwork) that complement each other and contribute to the overall aesthetic of the space.

Question 11

Jane and Julie are identical twins. They look alike and have almost identical personalities. They both live in the same apartment. By definition,they would both have the same lifestyle.

Accepted Answer

While Jane and Julie may have similar lifestyles, it is not guaranteed that they are exactly the same. They may have different daily routines, hobbies, or interests that could cause their lifestyles to differ slightly.

Question 12

Describe the concepts of brand personality and brand equity and how they are related.

Accepted Answer

The answer of Describe the concepts of brand personality and...

Question 13

IKEA sets up their outlets with various room designs for each room use. For example,there could be ten completely different kitchens on display,each one having its own look with cupboards,counters,appliances,and dishes. This is an example of:

Accepted Answer

IKEA's approach of setting up outlets with various room designs for each room use is an example of product complementarity. The different products (furniture, appliances, utensils, etc) complement each other to create a complete solution for each room.

Question 14

An ardent golfer,Samuel buys the products promoted by a celebrity golfer. He feels the spirit of the golfer is available through the brand. This is the highest order of animism.

Accepted Answer

The statement correctly defines the highest order of animism, which is the belief that a spirit or essence can be embodied in an object, in this case, the brand promoted by the celebrity golfer.

Question 15

________ refers to a pattern of consumption reflecting a person's choices of how he or she spends time and money.

Accepted Answer

Lifestyle refers to the way a person lives, including their patterns of consumption, behaviors, values, and attitudes. It reflects their choices in how they use their time and money, as well as their preferences and tastes.

Question 16

The Michelin Man is an example of anthropomorphism.

Accepted Answer

Anthropomorphism is the attribution of human characteristics or behaviors to non-human entities, such as animals or objects. The Michelin Man is a cartoon character created to represent the Michelin tire company and is depicted as a human-like figure made out of tires. Therefore, he is an example of anthropomorphism.

Question 17

Kevin and his brother won a lottery and shared the money equally. Kevin went on a trip around the world. His brother bought an expensive racing boat. Discuss what factor likely led to this difference in choice.

Accepted Answer

The answer of Kevin and his brother won a lottery...

Question 18

Parkas,Inc. is a manufacturer of top quality jackets and parkas,similar to Columbia sportswear. However,Columbia is perceived as being much more durable and fashionable,and appeals to a younger demographic. This is a segment that Parkas Inc. would like to improve in. What must Parkas Inc. do to improve its standing?

Accepted Answer

The answer of Parkas,Inc. is a manufacturer of top quality...

Question 19

Jennifer is a marketing manager for a clothing manufacturer. She wants to have two product lines: one targeted at price-sensitive consumers and one targeted at affluent consumers. To differentiate the two brands,she intends to create distinct brand personalities. Keith argues this is dangerous because a company cannot have two brands with different personalities. Keith is right.

Accepted Answer

Companies often manage multiple brands with distinct personalities to cater to different market segments. This strategy allows them to address diverse consumer needs and preferences without diluting brand identity.

Question 20

Sets of different products with symbolic meanings that are related are called:

Accepted Answer

Sets of different products with symbolic meanings that are related are called consumption constellations.

Quiz 6: Personality, Lifestyles, and Values

Explain the concept of lifestyle and why it is important to marketers.

Luis and his brother won a lottery and shared the money equally. Luis went on a trip around the world. His brother bought an expensive racing boat. This difference reflects a difference in lifestyle.

Serena loves to eat canned corn,especially because of the Jolly Green Giant spokescharacter. What aspect of brand personality is being used in this example?

Because a goal of lifestyle marketing is to allow consumers to pursue their chosen ways of enjoying their lives and expressing their social identities,a key aspect of this strategy is to:

Product complementarity occurs when the symbolic meanings of different products are related to each other.

Ten years ago,Darren quenched his thirst with a cola. Today he grabs a bottle of sparkling mineral water. This is an example of how his deep-seated values have changed over time.

Describe the concepts of brand personality and brand equity and how they are related.

Dos Equis has created a brand personality around "The Most Interesting Man in the World." Explain what type of brand personality this is creating.

It is unlikely that lifestyles change once they are set.

When interior designers integrate products from many different categories (such as appliances,furnishings,and even artwork) into a unified whole or a specific decorating style,they are relying upon the principle of:

Jane and Julie are identical twins. They look alike and have almost identical personalities. They both live in the same apartment. By definition,they would both have the same lifestyle.

Describe the concepts of brand personality and brand equity and how they are related.

IKEA sets up their outlets with various room designs for each room use. For example,there could be ten completely different kitchens on display,each one having its own look with cupboards,counters,appliances,and dishes. This is an example of:

An ardent golfer,Samuel buys the products promoted by a celebrity golfer. He feels the spirit of the golfer is available through the brand. This is the highest order of animism.

________ refers to a pattern of consumption reflecting a person's choices of how he or she spends time and money.

The Michelin Man is an example of anthropomorphism.

Kevin and his brother won a lottery and shared the money equally. Kevin went on a trip around the world. His brother bought an expensive racing boat. Discuss what factor likely led to this difference in choice.

Sets of different products with symbolic meanings that are related are called: