__________ is used by marketers to understand such image-meanings, to embed the macroanalysis of consumer decision-making into a theory of cultural interaction

a) Statistics

b) Semiotics

c) Ethnography

d) Materialistic

Environmental inputs into this experiential consideration of consumer decision-making stress the following

a) syntactic forms of communication, non-verbal, and subjective features.

b) syntactic forms of communication, verbal stimuli and objective function.

c) non-verbal, objective function and semantic form.

d) semantic forms of communication, verbal stimuli, and subjective features.

Economic concepts of consumer decision-making needed to be replaced with a theory of:

a) the importance of consumerism.

b) the value of signs.

c) the value of materialism.

d) the market system and efficiency.

Marketers in the past focused on __________ consumer buying motives.

a) emotional

b) rational

c) irrational

d) impulsive

The iconic Volkswagen (VW) Beetle re-launched in 1998; the New Mini, and the re-launch of the Michelin Man back into advertising are examples of:

a) Modern marketing.

b) Iconic marketing.

c) Historical marketing.

d) Retro-marketing.

__________ is where consumers reject the acquisition of material possessions in favour of experiences.

a) Deconsumption

b) Consumption

c) Possession

d) Obsession

Birkin handbags, Omega watches, and Maserati cars, are products that sell at very high retail price points. They are sold on __________.

a) irrational appeals

b) feminist stances

c) rational appeals

d) aesthetic value

A reaction against rampant individualism and overconsumption in the postmodern world is the rise of __________protest movements

a) anti-consumption

b) anti-government

c) pro-materialism

d) deconstruction

This is a form of textual analysis used to uncover hidden or 'absent' meanings by breaking the text down into privileged themes

a) Reconstruction.

b) Deconstruction.

c) Construction.

d) Function.

The postmodern consumption era is defined and characterized by:

a) the order of our ideas.

b) the logical and rational thinking of our values.

c) the fragmentation and trivialization of our values, images, and symbols.

d) the modernisation of our values.

This perspective proposes that society is increasingly overly dominated by consumption, thereby fetishising it (i.e. placing supreme importance on it). This is referred to as:

a) Marketing as Manipulation

b) Commodity Fetishism

c) Need and Choice

d) Fairtrade Movement

This is to place items beside each other, with connotations of contrast. For example, good and evil or nice and nasty.

a) Positioning.

b) Modernism.

c) Juxtaposition.

d) Targeting

Value for the consumer is materialized in the prescribed benefits of the bundle of product attributes offered to the consumer and, from value inherent in this bundle, customer satisfaction is obtained. This is the idea of:

a) Positioning.

b) Modern marketing.

c) Targeting.

d) Postmodern marketing.

In postmodern times, manufacturers have to shift marketing emphasis to __________.

a) what consumers need

b) what consumers desire

c) what generates more revenue

d) what consumers buy

Beliefs in capitalist economic progress, the importance of scientific advancement, the idea of an objective reality, and the independent subject (or man as an unbiased rational observer) are referred to as:

a) Metanarratives.

b) Logical-positivism.

c) Modernism.

d) Positivism.

Marketers need to rethink how we go about segmenting our markets, as markets are fragmenting, about how our consumers choose offerings, because they are irrational as well as rational beings, and being careful not to characterize them as being of one type as we display different selves in purchasing and consumption. This approach is referred to as:

a) Postmodernist perspective.

b) Modernist perspective.

c) Critical perspective.

d) Interpretive perspective.

A copy without an original developed through successive evolutionary image-phase-changes comprising different stages of (mis)representation is called:

a) Modernism.

b) Materialist.

c) Pre-modernism.

d) Simulacrum.

In postmodernity, it is recognized that we are individuals with multiple or multiphrenic (from 'multi' meaning many and 'phrenia' meaning mind) personalities without commitment to a single lifestyle, acting in different ways in different circumstances, at different times, with different people, in different cultures. This is referred to as:

a) Decentred subject.

b) Juxtaposition of opposites.

c) Fragmentation of markets.

d) Hyper-reality.

This is the science of signs and how they convey meaning in their representation

a) Signage.

b) Signals.

c) Logos.

d) Semiotics.

This perspective suggests that marketing impacts negatively on society. The perspective calls for us to (re)evaluate marketing activities, categories and frameworks, to improve them, so that marketing operates in a desirable manner within society. This is referred to as:

a) Modernism.

b) Critical marketing.

c) Pre-modernism.

d) Dual-modernism.

This branch of ethics stresses the importance of developing virtuous principles, with 'right' character, and the pursuit of a virtuous life:

a) Virtue ethics.

b) Utilitarianism.

c) Normative ethics.

d) Teleological ethics.

This is an ethical approach, which suggests that an action is right if, and only if, it conforms to the principle of utility. Thus utility: pleasure, happiness or welfare, is maximised or pain or unhappiness minimized, more than any alternative:

a) Virtue ethics.

b) Utilitarianism.

c) Normative ethics.

d) Teleological ethics.

The international organization with a mission to stamp out bribery and corrupt practices around the world is called:

a) OECD.

b) WTO.

c) IMF.

d) Transparency International.

This occurs when a company charges more than governments perceive is fair for their offerings:

a) Price gouging.

b) Price discrimination.

c) Price differential.

d) Price fixing.

This involves the setting of different prices for different groups of people:

a) Price gouging.

b) Price discrimination.

c) Price differential.

d) Price fixing.

This is a form of ethical approach by which the rightness or wrongness of an action or decision is not judged to be exclusively based on the consequences of that action or decision

a) Descriptive ethics.

b) Deontological ethics.

c) Social ethics.

d) Religious ethics.

Which of the following is not one of the rationales for developing CSR initiatives?

a) Corporations' impacts limit to only marketplace transactions.

b) Corporations have a broader constituency of stakeholders than shareholders alone.

c) Corporations serve a wider range of human values that cannot be captured solely by         a focus on economic values.

d) Corporations have responsibilities that go beyond the production of their offerings at         a profit.

This occurs when companies collaborate on submitting bids for some competitions but not others:

a) Switch rigging.

b) Bait and switch.

c) Bid rigging.

d) Collusion