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Question
____is a type of thought process that emphasizes getting rid of any preconceived notions of what a good or service is currently and replaces it with a process in which designers partner with users/potential users to actually create from scratch what the good or service should actually look like.a. Design thinking
b. Red-hat thinking
c. Systems thinking
d. Convergent thinking
Answer
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What is a downside to adopting a heavy-user-focused segmentation plan?
a. Heavy users usually form less than one percent of users by volume.
b. Heavy users may differ significantly from average or infrequent users in terms of their motivations to consume, their approach to the brand, or their image of the brand.
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d. Heavy users have little knowledge of the brand and negligible social influence.
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If General Mills decides to use the STP framework, it can divide its resources to reach a number of separate and distinct market segments.
a. True
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Which of the following has been found regarding advertising and gender?
a. Advertisers have been reluctant to communicate to men and women in different ways.
b. Advertisers have no definitive list of gender differences as the expression of gender depends on situational factors.
c. Advertisers often find gender issues overly sensitive and tend to avoid them.
d. There are no differences between men and women if they are the products of differential socialization.
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Related to the way a consumer's culture shapes his or her tastes and preferences is the concept of cultural capital. This refers to the:a. value that a culture places on certain consumption practices and objects. b. particular pattern of consumption that depends on fiscal stability.c. financial investment needed to create a brand. d. monetary value of a brand in a particular area.
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In advertising, deception refers to making false or misleading statements in advertisements. a. Trueb. False
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It is possible to make a reasonable argument that the massive consumption that advertising upholds and glorifies is actually quite good for American society, and for other cultures around the world.
a. True
b. False
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The social aspects of advertisement are often volatile. a. Trueb. False
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When should a marketer use secondary data? What are the advantages of using such data and what cautions should be taken? Name and briefly describe the four broad areas that offer secondary data used by today's marketers.