Fashion Marketing
Pre-Test Questions
Course Introduction
Fashion Marketing explores the principles and practices involved in promoting and selling fashion products in today's dynamic marketplace. The course examines consumer behavior, branding, trend forecasting, and retail strategies unique to the fashion industry. Students will learn about market segmentation, digital marketing tactics, effective communication methods, and the impact of global trends on purchasing decisions. Through case studies and real-world projects, the course emphasizes the development and implementation of innovative marketing campaigns that resonate with contemporary audiences, preparing students to navigate the competitive world of fashion business.
Recommended Textbook
Consumer Behaviour Buying Having and Being 6th Canadian Edition by Michael R. Solomon
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15 Chapters
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1903 Flashcards
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Page 2
Chapter 1: An Introduction to Consumer Behaviour
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Sample Questions
Q1) Interviews usually involve small group sessions with approximately 6-12 consumer participants.
A)True
B)False
Answer: True
Q2) Keith went into a store to return a shirt.The owner of the store replied that she needed Keith's address and phone number to refund his money.After providing his information,Keith asked what the information was needed for,but the owner of the store would not tell him.The owner's actions are in direct violation of the Competition Act.
A)True
B)False
Answer: False
Q3) The purpose of advertisements for Coca-Cola is to:
A) teach us ways to satisfy a need.
B) encourage moral breakdown.
C) encourage us to be thirsty.
D) create a need.
Answer: A
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3
Chapter 2: Perception
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Sample Questions
Q1) The way the marketer wants the brand to be viewed by the consumers is referred to as:
A) a positioning strategy.
B) market segmentation.
C) consumer profiling.
D) exposure.
Answer: A
Q2) Sensory inputs is another term for:
A) the perceptual process.
B) psychological factors.
C) jingles.
D) external stimuli.
Answer: D
Q3) The particular colour combination that companies use for their packaging and other marketing communications is referred to as their colour code.
A)True
B)False
Answer: False
Q4) List the five sensory systems.
Answer: sight,sound,smell,taste,and touch
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Chapter 3: Learning and Memory
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Sample Questions
Q1) Once we have learned something,such as a behaviour,the original learned material stays intact no matter what new stimuli we are exposed to.
A)True
B)False
Answer: False
Q2) Identify the three components of the memory system.
Answer: There are three parts to the memory system: sensory,short-term,and long-term.
Q3) How are unipolar emotions and mixed emotions different?
A) Mixed emotions have both positive and negative components, while unipolar emotions are either wholly positive or wholly negative.
B) Mixed emotions are either wholly positive or wholly negative, while unipolar emotions have both positive and negative components.
C) Mixed emotions lead to better recall of a situation than unipolar emotions.
D) They are not different. They refer to the same thing.
Answer: A
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Chapter 4: Motivation and Affect
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Sample
Questions
Q1) Juan,a high school student in Montreal,likes McDonald's so much that he had a special pin made for him that says "I like McDonald's better than anyone." He is seen wearing this pin constantly.This is an example of:
A) extremism.
B) unhealthy attachment.
C) physiological needs.
D) consumer involvement.
Q2) What do we call the type of involvement which relates to a consumer's level of interest in making a specific purchase:
A) simulated involvement.
B) message-response involvement.
C) product involvement.
D) motivated involvement.
Q3) Describe the different types of consumer involvement.
Q4) Two terms often used to describe motivation are:
A) its strength and its duration.
B) its strength and its direction.
C) its magnitude and its force.
D) its magnitude and its feeling.
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Chapter 5: The Self
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Sample Questions
Q1) Past female body ratios of Barbie translated into 38-18-34.Today the Barbie doll is more realistic and represents the "average" female.
A)True
B)False
Q2) The "looking-glass self" is but one of many "selves" defining who we are; it is:
A) the ideal self we wish we were as we look at ourselves in the mirror.
B) the self we imagine others see when reacting to us.
C) the self we visualize we will be in our older years.
D) the self we see reflecting what our parents were.
Q3) Gaelan,a gay man who lives in New York,wears an earring in his left ear to show his preferred role in a relationship.This is an example of self-decorating serving the following purpose:
A) to place the person in a gender category.
B) to enhance gender-role identification.
C) to provide a sense of security.
D) to indicate desired social conduct.
Q4) By day Jason is a busy executive,at home he is a caring father,and on the weekends he is a competitive race car driver.Using concepts from the textbook,how would you explain these very different manifestations of the self?
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Chapter 6: Personality, Lifestyles, and Values
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Sample Questions
Q1) Explain the concept of psychographics and why this is important to marketers.
Q2) Samantha Hollings is studying psychology.During her studies,she makes a conclusion based on what she has read about Freudian theory.Her conclusion is that the ego is a mediator between temptation and virtue.Is her conclusion true or false?
A)True
B)False
Q3) Jayleen prefers to shop at independent fashion and clothing stores where the products are original,one-of-a-kind items that are only available for a short time period.She is likely high in the trait of:
A) need for uniqueness.
B) bargain orientation.
C) ethical consumerism.
D) innovativeness.
Q4) Each of the following is a type of socialization agent except:
A) parent.
B) friend.
C) teacher.
D) religious leader.
E) computer.
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Chapter 7: Attitudes
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Sample Questions
Q1) Cindy is watching a television advertisement.The only elements that will influence Cindy's attitude toward the advertisement are her attitude toward the advertiser and the mood evoked by the ad.
A)True
B)False
Q2) Simi Ghandi is never quite sure which brand of gum to buy.She tries some,likes some,and rejects some.However,through a process of behavioural learning she does remember those brands that taste good and make her mouth feel fresh.The problem is that she cannot often remember the brands that are not so good and often repeats purchasing mistakes."Oh well," says Simi,"gum buying is not that big of a deal anyway." Which of the following hierarchies would most appropriately describe Simi's situation?
A) experiential hierarchy
B) low-involvement hierarchy
C) habit hierarchy
D) cognitive hierarchy
Q3) Compare the "foot-in-the-door" technique with "door-in-the-face" technique.Assume that a politician is running for a political office and give an example of the utilization of both techniques in her campaign.
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Page 9
Chapter 8: Attitude Change and Interactive Communications
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Sample Questions
Q1) CNN News tends to be more persuasive than other sources such as TMZ.Why?
Q2) What is meant by the term sock puppeting? Give an example.
Q3) A criminal could serve as a spokesperson for a firm because:
A) knowledge bias is high.
B) people would like to give others a second chance.
C) he or hse may be knowledgeable about the topic.
D) source bias is present.
Q4) The Smith Company uses after-sale interviews with its customers to examine how well the customers were served by the sales force and service staff of the company.When the Smith Company follows this procedure,the company is attempting to use feedback as a means to improve communications.
A)True
B)False
Q5) In a Pepsi ad,the visual was a picture of a crumpled Pepsi bottle cap lying on the sand.The headline was,"This year,hit the beach topless." This was an example of the use of:
A) emotional appeals.
B) resonance.
C) a nonmonotonic relationship.
D) metaphors
Page 10
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Chapter 9: Individual Decision Making
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Sample Questions
Q1) Ian discovers the apartment has run out of toilet paper.This is an example of necessity recognition.
A)True
B)False
Q2) Jamie is considering ordering a dessert for lunch.Before she ever decides on the kind she prefers,she must decide whether to get a fattening or nonfattening dessert.This decision relates to which of the following levels of abstraction of dessert categories?
A) superordinate level
B) ordinate level
C) normal level
D) basic level
Q3) Explain what is meant by the term "consumer hyperchoice."
Q4) Which kind of decision rule is being used by a consumer who says that good performance on one or more attributes cannot "make up for" poor performance on other product attributes?
A) noncompensatory rule
B) compensatory rule
C) average mean rule
D) simple additive rule
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Chapter 10: Buying and Disposing
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Sample Questions
Q1) What is meant by the term "transumer?"
Q2) Jason works for the state government.The state is concerned because the receipts from sales tax are much lower than the projections,even though the projections of population,salaries,and unemployment have been right on target.Jason does a detailed study and finds that much of the underestimation of sales tax revenue is most likely due to ________.
A) a general decrease in prices
B) increased lateral cycling in an underground economy
C) an increase in freecycling
D) an increase in product quality
Q3) Explain the perspective linear separable time
Q4) Which of the following is not considered to be a negative limitation of e-commerce? A) security
B) selling of personal information
C) inability to sample products
D) inability to provide good postpurchase customer service
Q5) Shopping is an activity that can be performed for either utilitarian or hedonic motives.Describe hedonic shopping motives.
Q6) Explain the concept of relationship marketing.
Page 12
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Chapter 11: Group Influence and Social Media
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Sample Questions
Q1) When we come to like persons or things simply as a result of seeing them more often,we explain the relationship by what is called:
A) proximity hypothesis.
B) frequency paradox theory.
C) similarity-difference comparison model.
D) mere exposure effect.
Q2) Jimmy is a Tremorite.Describe who he is likely to be and what he does.
Q3) _____________ refers to the notion that social media flows of communication go in many directions at any point in time,often on multiple platforms.
A) Media multiplexity
B) Object subjectivity
C) Connexivity
D) Flow state
Q4) John passes a mural on a house every day on the way to work.A friend asks if he likes it and he says that he does.What effect might mere exposure have on his preference?
Q5) Describe the phenomenon of deindividuation.
Q6) What is group cohesiveness? What influence does group size have on group cohesiveness?
Page 13
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Chapter 12: Income, Social Class, and Family Structure
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Sample Questions
Q1) Universally,people develop a ________ whereby they are ranked in terms of their relative standing in society.
A) ranking order
B) placement order
C) social placement
D) pecking order
Q2) Which of the following is true regarding spendthrifts and tightwads?
A) Spendthrifts spend cautiously; tightwads hate spending.
B) Spendthrifts hate spending; tightwads do not spend.
C) Spendthrifts spend occasionally on others; tightwads never spend on others.
D) Spendthrifts spend freely; tightwads hate spending.
Q3) The millions of consumers around the world who can now afford higher quality products are referred to as belonging to the ________.
A) global middle class
B) mobile demanders
C) swing class
D) mass class
Q4) What is consumer confidence and how does it affect spending behaviour?
Q5) What are status symbols and what role do they play in a consumer context?
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Chapter 13: Subcultures
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Sample Questions
Q1) Which of the following best describes the concept of a "teenager"?
A) Most cultures have historically separated youth between the ages of 13 to 17 as being neither children nor adults.
B) Most primitive cultures have isolated youth between 13 to 17 as being unstable and incapable of membership in adult life. This model was adopted by modern marketers.
C) The entire concept of being a teenager is a relatively new historical development that did not exist prior to about 60 years ago.
D) The concept of a teenager began to appear in Western cultures about 200 years ago as a result of the industrial revolution.
Q2) A subculture is a group whose members share beliefs and common experiences that set them apart from others.
A)True
B)False
Q3) What is a subculture? Given an example.
Q4) Explain the concept called age cohort.Briefly identify how marketers might use this concept to segment markets.
Q5) Is the senior market easy or hard to segment,and why?
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Page 15
Chapter 14: Cultural Influences on Consumer Behaviour
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Sample Questions
Q1) A cultural system can be said to consist of three functioning areas.What does the ecology component refer to?
Q2) People buying Christmas presents is based on what kind of event?
A) ideological
B) forced
C) structural
D) emergent
Q3) Cross-culturally speaking,the degree to which gender roles are clearly delineated is referred to as:
A) individualism/collectivism
B) uncertainty avoidance
C) masculinity/feminity
D) power distance.
Q4) You have a product that is likely to be of interest to a youth market.You are thinking of expanding your product to a number of new countries.Should you take an etic or emic approach and why?
Q5) Could rituals serve as a segmentation variable? Explain your answer,including a specific example if you believe so.
Q6) What is a global dreamer?
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Chapter 15: The Creation and Diffusion of Culture
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Sample Questions
Q1) In the game Everquest,players can enter a Pizza Hut restaurant.This is an example of advergaming.
A)True
B)False
Q2) Explain the concept of reality engineering and what it might have to do with consumer culture.
Q3) An elaborate hand-carved olive salad bowl is an example of an art product.
A)True
B)False
Q4) Fallon was the son of a very wealthy banker from Connecticut.The first time Fallon saw an artist on MTV wearing a polished bicycle chain around his neck,he knew he had to get an item like that for himself.Fallon's behaviour would best be explained as a ________ theory of fashion.
A) trickle-down
B) trickle-up
C) trickle-across
D) trickle-skipping
Q5) Harlequin Romance novels follow a cultural formula.
A)True
B)False
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