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Exam 6: The Self and Gender Identity

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Question 41

Multiple Choice

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Gen's main focus at the moment is her career, but she chose a government position over a private sector company or entrepreneurial endeavour. According to the VALS typology she can fit into which of the following groups:

A) Fulfilled
B) Achievers
C) Experiencers
D) Makers
E) Strivers

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Question 42

Multiple Choice

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The use of psychological, sociological, and anthropological factors combined with demographic information to identify potential markets is called:

A) power- driven segmentation
B) ulstrith coding
C) consumer clustering
D) cultural segmentation
E) psychographic segmentation

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Question 43

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

Who was instrumental in advancing the idea that much of human behaviour could be understood by knowing how motivation is related to the feeling of inferiority?

AIO statements consist of consumer responses identifying their:

Idiocentrics are more interested in other cultures and traveling than allocentrics.

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

Meg finds out that all of the people she knows will be wearing jeans to a party. Knowing this, she decides to wear a skirt. This demonstrates Meg's:

Andre would just love to have that cream puff that he sees through a bakery window on Yonge Street in Toronto. But, he resists the urge and keeps on walking. Freudian theory would say that this is representative of the:

Mark is a brand manager for a company that makes beauty supplies. He wants to change one of his brands' slogan for the fourth time in the last two years. A result of this action is that consumers will infer the brand's personality as being cheap and uncultured.

Silver grocery stores are utilized a technique called . Using the procedure, information about city neighborhoods can be overlaid with income and travel pattern data.

Standard psychological scales measuring pathology or personality disturbances were found to be helpful in early lifestyle research.

Social issues, politics, products, and culture are all illustrations of which of the following lifestyle dimensions?

Hannah was embarrassed when her friends teased her about dancing on a table on Friday night. She tried to tell her friends that she is really quite introverted and shy. Her friends observed that Hannah does not appear shy when she is out on a weekend evening. Which of the following statements is most applicable in understanding Hannah's personality?

Define and behavioural targeting and how it is applied. Discuss why it could be a positive and negative approach to marketing.

In an economic sense one's represents the way one has elected to allocate income, in terms of relative allocations to different products and services and to specific alternatives within these categories.

Explain the Freudian system of personality as it might apply to the behaviour of someone who is out with friends drinking.

"Single source data" describes a new marketing research technique which allows a variety of product usage projections to be made from the single fact of where a consumer lives.

Contemporary psychographic research groups consumers according to a combination of all of these variables EXCEPT:

The reason psychographic research originally was developed was because of shortcomings in other types of consumer research, such as motivational research and large- scale demographic surveys.