Question 1

The family of procreation includes one's parents and siblings.

Accepted Answer

A) True 
 B)False

Question 2

________ can work to the advantage of marketers with strong brands, such as Coke or Pepsi, when consumers change neutral or ambiguous brand information to make it more positive.

Accepted Answer

A)  Selective distortion 
B)  Selective retention 
C)  Selective choice 
D)  Selective attention 
E)  Selective embellishment 
A)  Selective distortion 
B)  Selective retention 
C)  Selective choice 
D)  Selective attention 
E)  Selective embellishment

Question 3

An opinion leader is the person in informal, product-related communications who offers advice or information about a specific product or product category, such as which of several brands is best or how a particular product may be used. According to the text, how do marketers try to reach opinion leaders?

Accepted Answer

Marketers try to reach opinion leaders b

Question 4

In general, the more attention placed on the meaning of information during ________, the stronger the resulting associations in memory will be.

Accepted Answer

A)  encoding 
B)  decoding 
C)  retrieval 
D)  memorization 
E)  classification 
A)  encoding 
B)  decoding 
C)  retrieval 
D)  memorization 
E)  classification

Question 5

Perception is the process by which an individual selects, organizes, and interprets information inputs to create a meaningful picture of the world. For a marketer, what is the key point of perception?

Accepted Answer

The key point is that perceptions can va

Question 6

Maria sees her best friend driving around in her new car and decides that she needs a new car also. Which of the following forms of stimulus has activated Maria's problem recognition process?

Accepted Answer

A)  secondary stimuli 
B)  peer stimuli 
C)  marketing induced stimuli 
D)  external stimuli 
E)  internal stimuli 
A)  secondary stimuli 
B)  peer stimuli 
C)  marketing induced stimuli 
D)  external stimuli 
E)  internal stimuli

Question 7

Traditional purchasing roles are changing. Canadian Grocer magazine estimates that ________ percent of men now shop for groceries.

Accepted Answer

A)  35 to 40 
B)  25 to 30 
C)  30 to 35 
D)  10 to 15 
E)  over 50 
A)  35 to 40 
B)  25 to 30 
C)  30 to 35 
D)  10 to 15 
E)  over 50

Question 8

Explain the concept of personality and how it relates to the brand personality of CNN.

Accepted Answer

Personality is a set of distinguishing h

Question 9

________ risk occurs if the product fails to perform up to expectations.

Accepted Answer

A)  Social 
B)  Functional 
C)  Physical 
D)  Financial 
E)  Psychological 
A)  Social 
B)  Functional 
C)  Physical 
D)  Financial 
E)  Psychological

Question 10

A good illustration of a critical life event or transition that might impact a consumer's behaviour is a divorce.

Accepted Answer

A) True 
 B)False

Question 11

At the top of Maslow's hierarchy of needs (shown as a pyramid in the text) are ________ needs.

Accepted Answer

A)  safety 
B)  esteem 
C)  physiological 
D)  self-actualization 
E)  social 
A)  safety 
B)  esteem 
C)  physiological 
D)  self-actualization 
E)  social

Question 12

A belief is a person's enduring favourable or unfavourable evaluation, emotional feeling, and action tendencies toward some object or idea.

Accepted Answer

A) True 
 B)False

Question 13

________ is the belief systems that underlie attitudes and behaviours.

Accepted Answer

A)  Cue 
B)  Attitude 
C)  Core values 
D)  Belief 
E)  Drive 
A)  Cue 
B)  Attitude 
C)  Core values 
D)  Belief 
E)  Drive

Question 14

According to Maslow's hierarchy of needs model, recognition, self-esteem, and status would be among a person's social needs.

Accepted Answer

A) True 
 B)False

Question 15

Abraham Maslow sought to explain why people are driven by particular needs at particular times. Describe Maslow's hierarchy of needs. How does Maslow's theory help marketers such as The Running Room, a store that outfits runners with shoes, clothes, and accessories?

Accepted Answer

In order of importance,they are physiolo

Question 16

How can a marketer such as lululemon use learning theory to build demand for their yoga clothing and accessories?

Accepted Answer

The learning theory teaches marketers th

Question 17

Marketers such as Roots, Petro Canada, and Molson find that Canadian icons such as the maple leaf can be powerful communications tools due to

Accepted Answer

A)  their uniqueness in this country. 
B)  multicultural marketing efforts. 
C)  the maturing market. 
D)  their cost-effectiveness and ease of reproduction. 
E)  the culturally-based shared understanding of certain symbols. 
A)  their uniqueness in this country. 
B)  multicultural marketing efforts. 
C)  the maturing market. 
D)  their cost-effectiveness and ease of reproduction. 
E)  the culturally-based shared understanding of certain symbols.

Question 18

Customer value analysis reveals the company's strengths and weaknesses relative to various competitors. Which of the following would be considered to be the first step in this process?

Accepted Answer

A)  Assess the company and competitors' performances on customer values. 
B)  Examine customer ratings of the company and competitors. 
C)  Assess the quantitative importance of the different attributes. 
D)  Identify the major attributes customers value. 
E)  Monitor customer values over time. 
A)  Assess the company and competitors' performances on customer values. 
B)  Examine customer ratings of the company and competitors. 
C)  Assess the quantitative importance of the different attributes. 
D)  Identify the major attributes customers value. 
E)  Monitor customer values over time.

Question 19

The media buyer working on a luxury automobile account should keep in mind that social classes differ in media preferences, with upper-class consumers often preferring ________ and books and lower-class consumers often preferring television.

Accepted Answer

A)  video or computer games 
B)  movies 
C)  music downloads 
D)  radio 
E)  magazines 
A)  video or computer games 
B)  movies 
C)  music downloads 
D)  radio 
E)  magazines

Question 20

Walmart has become the largest company in the world by appealing to ________ consumers.

Accepted Answer

A)  organic 
B)  multi-tasking 
C)  money-constrained 
D)  time-constrained 
E)  convenience involvement 
A)  organic 
B)  multi-tasking 
C)  money-constrained 
D)  time-constrained 
E)  convenience involvement

Exam 6: Analyzing Consumer Markets

The family of procreation includes one's parents and siblings.

________ can work to the advantage of marketers with strong brands, such as Coke or Pepsi, when consumers change neutral or ambiguous brand information to make it more positive.

In general, the more attention placed on the meaning of information during ________, the stronger the resulting associations in memory will be.

Perception is the process by which an individual selects, organizes, and interprets information inputs to create a meaningful picture of the world. For a marketer, what is the key point of perception?

Maria sees her best friend driving around in her new car and decides that she needs a new car also. Which of the following forms of stimulus has activated Maria's problem recognition process?

Traditional purchasing roles are changing. Canadian Grocer magazine estimates that ________ percent of men now shop for groceries.

Explain the concept of personality and how it relates to the brand personality of CNN.

________ risk occurs if the product fails to perform up to expectations.

A good illustration of a critical life event or transition that might impact a consumer's behaviour is a divorce.

At the top of Maslow's hierarchy of needs (shown as a pyramid in the text) are ________ needs.

A belief is a person's enduring favourable or unfavourable evaluation, emotional feeling, and action tendencies toward some object or idea.

________ is the belief systems that underlie attitudes and behaviours.

According to Maslow's hierarchy of needs model, recognition, self-esteem, and status would be among a person's social needs.

Abraham Maslow sought to explain why people are driven by particular needs at particular times. Describe Maslow's hierarchy of needs. How does Maslow's theory help marketers such as The Running Room, a store that outfits runners with shoes, clothes, and accessories?

How can a marketer such as lululemon use learning theory to build demand for their yoga clothing and accessories?

Marketers such as Roots, Petro Canada, and Molson find that Canadian icons such as the maple leaf can be powerful communications tools due to

Customer value analysis reveals the company's strengths and weaknesses relative to various competitors. Which of the following would be considered to be the first step in this process?

The media buyer working on a luxury automobile account should keep in mind that social classes differ in media preferences, with upper-class consumers often preferring ________ and books and lower-class consumers often preferring television.

Walmart has become the largest company in the world by appealing to ________ consumers.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Conducting Marketing Research

Creating Long term Loyalty Relationships

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Position

Competitive Dynamics

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

Introducing New Marketing Offerings

Tapping into Global Markets

Managing a Holistic Marketing Organization

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