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Baines, Fill & Page: Marketing

Chapter 19

Instructions

Choose your answers from a-d by clicking the radio button next to each choice and then press 'Submit' to get your score.

Question 1

This is a rejection of modernist thought and approach which at its heart contravenes and pokes fun at the existing received wisdom:

Question 2

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

Question 3

This is when a consumer perceives their freedom to pursue a particular decision alternative is blocked, wholly or partially, and they become more motivated to pursue that decision alternative:

Question 4

This emphasises self-expression and quality of life, as opposed to economic and physical security:

Question 5

This is the way that an audience of consumers or buyers perceive a product or service, particularly as a result of the marketing communications process aimed at a target audience.

Question 6

This is a theory of knowledge which ascertains that all genuine enquiry is concerned with the description and explanation of empirical (i.e. observable) facts:

Question 7

This is when something is made up of different parts, especially in relation to music or a picture, or a work of art composed in the style of another, often well-known, author:

Question 8

This is a style of thought based on logic and associated with the ideals and assumptions of the Enlightenment period advocating capitalist economic growth and the importance of scientific advancement among other ideals:

Question 9

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

Question 10

This is to say one thing and mean the opposite, often as a form of humour:

Question 11

This approach to research emphasises the collection of data through participant observation of members of a specific sub-cultural grouping in their natural environment:

Question 12

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

Question 13

Which of the following is a movement concerned with the protection of consumers', as opposed to producers', interests?

Question 14

Which of the following is NOT a distinctive feature of postmodern advertising?

Question 15

Postmodern marketers seek to put the _________ back into marketing.

Question 16

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

Question 17

Marketers in the past focused on__________ consumer buying motives.

Question 18

Postmodern consumer research uses __________.

Question 19

This type of consumer research tends to be economic/psychological and micro/managerially focused:

Question 20

This type of research focuses much more on sociological/anthropological paradigms: