Question

34. The video in class featuring Tom Brady was given as an example of Branded Entertainment. A company that is well known, that is very good at this, is?

a. Nike

b. Disney

c. Netflix

d. Lego

e. None of the above

35. Jane Jones is a top-notch soccer player. She is a very fast winger and needs to use her speed to beat opposing defenders. Her soccer cleats lightweight design allows her to do this very well, even though the product is not very durable and she has to replace them frequently. This does not concern her as speed is of the essence to her game. This is an example of?

a. Perceived importance

b. Consumption Motive

c. Compensatory Decision Rule

d. Attitude

e. None of the above

36. Marketers believe that much of our consumer behavior is driven by a need to attain ?

a. Tension

b. Homeostatis

c. Crescive Norm

d. Cognitive Dissonance

e. “All in”

37.The main difference between Strivers and Achievers is?

a. Strivers try to emulate, Achievers do not

b. Strivers and Achievers occupy the same space in the Personality model

c. Achievers favor local brands, Strivers do not

d. Strivers favor home centered experiences, Achievers do not

e. None of the above

38.Physiological products are those products that address?

a. Adjacency

b. UCS

c. Basic needs

d. Demographic needs

e. None of the above

39. The concept of anthropomorphism can be explained as?

a. The attribution of self-concept to inanimate objects

b. The attribution of archetypes to segments

c. Self -Actualization

d. The attribution of human characteristics to objects or animals

e. Segmentation by morphing

Answer 1

34) d

a is not the right answer because Nike is not an entertainment brand

b & c are entertainment brands but Tom Brady is not associated with them. Moreover, Netflix broadcasts movies and series, while Disney is for kids. So, wrong

In d, Lego is the world's largest entertainment brand and recently it has designed a game, where Tom Brady has named as Bill Belichick. So, right

e. As d is the answer none of the above couldn't be the answer, so e is wrong

35) a

The perceived importance is the right answer because, for Jane Jones, speed is important to beat opponents and her soccer cleat which is of lightweight is facilitating to do so, though it is not durable. This satisfies the definition of perceived importance and fits the situation given in the question.

Consumption motive is to choose the products out of luxury, emotion bonding. social acceptance etc. Here all these doesn't play a role for Jane Jones in selecting her soccer cleat. so, b option is the wrong choice.

The compensatory decision rule is to choose different brands and select one among them by following a ranking system. Jane Jones haven't compared any brand in the question. So, choice c is wrong

Attitude is the feeling one has about the other person. It doesn't fit the question asked. So, choice d is wrong

As all are not right answers, option e is wrong.

36) d

Consumer purchasing behaviour is mostly driven by a need to attain cognitive dissonance. This means their past bad choices of purchase make them more conscious in purchasing products at present because consumers want consistency in their beliefs and purchase decisions. For example: If they purchased hair oil with some expectations in the past, and if it has not turned out to reach their expectations, this experience will reflect on their purchase decisions of hair oils available in the markets currently.

a is tension and consumer won't purchase products out of tension. So, wrong choice

b is homeostasis which means an internal state of stability and has no relation to the purchasing behaviour of the consumer. So, wrong choice

c is crescive norms which means related to culture and consumers purchase decisions cannot be wholly dependent on culture. So, wrong choice

e is 'All in'. As all the options are not right, e could not be the answer.

37) a

Achievers are high resource consumer groups and are motivated by the desire for achievement. They adopt different brands easily, while strivers are motivated by the achievers. Strivers always favour the products that emulate the people having great material wealth i.e. strivers emulate achievers. So, according to this explanation, a choice is right, which disproves b, c d and e options.

38) c

According to Maslow's Hierarchy of Needs, physiological products are the basic needs such as food, clothing, water and shelter required by a human to survive. So, this basic definition itself says the options a, b, d, and e are wrong choices.

39) d

Anthropomorphism is a literary device, which acts as a technique to attribute human traits such as emotions, ambitions, behaviour to animals, non-living things, objects and natural phenomenon. This basic definition itself says option a, b, c, and e are wrong