MKTG 371 FINAL EXAM QUESTIONS AND ANSWERS WITH COMPLETE SOLUTIONS GRADED A++
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Course
MKTG 371
Institution
MKTG 371
MKTG 371 FINAL EXAM QUESTIONS AND ANSWERS WITH COMPLETE SOLUTIONS GRADED A++
Ch 10
What is a motive?
a construct representing an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response.
Why an individual does something
Descr...
This set of motives deals with our need to determine who or what causes the things that
happen to us and relates to an area of research called attribution theory.
Do we attribute the cause of a favorable or unfavorable outcome to ourselves or to
some outside force?
What is a manifest motive? A latent motive? How is each measured?
Manifest: Motives that are known and freely admitted
Latent: Motives unknown to the consumer or were such that he or she was reluctant to
admit
What is consumer ethnocentrism and why is it important to global marketers?
it reflects an individual difference in consumers' propensity to be biased against the
purchase of foreign products.
Consumers low in ethnocentrism tend to be more open to other cultures, less
conservative, and more open to purchasing foreign-made products.
Consumers high in ethnocentrism tend to be less open to other cultures, more
conservative, and more likely to reject foreign-made products in favor of domestics
,Lexington furniture is tapping into pro-American sentiments by actively promoting the
"Made in America" status of its Bob Timberlake line to retailers and consumers.28
Consumer ethnocentrism is a global phenomenon, thus also affecting perceptions of
American brands doing business in other countries
What is an emotion? What are the basic dimensions of emotion?
Emotions are strong, relatively uncontrolled feelings that affect behavior.
Emotions are strongly linked to needs, motivation, and personality
Some researchers have suggested that three basic dimensions—pleasure, arousal, and
dominance (PAD)—underlie all emotions
How do marketers use emotions in product design and advertising?
Emotion arousal is often used in advertising regardless of whether it is specifically
relevant to the brand's performance. Consider the following recent headlines:
- Under Armour taps raw emotion.
- Kleenex for Men to play on emotion in TV return.
- Emotional appeal of laundry to replace performance claims in ads.
Emotional content in ads enhances their attention, attraction, and maintenance
capabilities.
, Emotional advertisements that trigger a positively evaluated emotion will enhance liking
of the ad itself.
Ch 11
What is an attitude?
an enduring organization of motivational, emotional, perceptual, and cognitive
processes with respect to some aspect of our environment.
It is a learned predisposition to respond in a consistently favorable or unfavorable
manner with respect to a given object. Thus, an attitude is the way one thinks, feels,
and acts toward some aspect of his or her environment, such as a retail store, television
program, or product.
Attitudes are formed as the result of all the factors we have discussed in previous
chapters, and they represent an important influence on an individual's lifestyle.
What are the components of an attitude?
three components:
cognitive (beliefs): consists of a consumer's beliefs about an object. For most attitude
objects, people have a number of beliefs
affective (feelings): Feelings or emotional reactions to an object represent the affective
component of an attitude. A consumer who states "I like Diet Coke" or "Diet Coke is a
terrible soda" is expressing the results of an emotional or affective evaluation of the
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