Question 1

Which of the following is NOT considered a consumer category of brand relationship?

Accepted Answer

A) Innovators 
B) Ex-users 
C) First-timers 
D) Switchers 
E) Regulars 
A) Innovators 
B) Ex-users 
C) First-timers 
D) Switchers 
E) Regulars

Question 2

A ________ consists of all those who occupy a dwelling whether they are related or not.

Accepted Answer

A) subculture 
B) family 
C) household 
D) reference group 
E) normative group 
A) subculture 
B) family 
C) household 
D) reference group 
E) normative group

Question 3

Companies like Coca-Cola treat the market as homogeneous,purposely ignoring differences in the market and using one marketing strategy that will appeal to as many people as possible.This is known as a(n):

Accepted Answer

A) multi-segment strategy 
B) undifferentiated strategy 
C) heterogeneous strategy 
D) one-size-fits-all strategy 
E) concentrated strategy 
A) multi-segment strategy 
B) undifferentiated strategy 
C) heterogeneous strategy 
D) one-size-fits-all strategy 
E) concentrated strategy

Question 4

The position you and your family occupy within society is known as a ________.

Accepted Answer

A) subculture 
B) culture 
C) ethnic group 
D) reference group 
E) social class 
A) subculture 
B) culture 
C) ethnic group 
D) reference group 
E) social class

Question 5

Why do retailers put several items,such as chocolate bars,women's magazines,pocket-size tissues and chewing gum,right at the checkout?

Accepted Answer

These items are low-involvement,impulse

Question 6

The emphasis on youth marketing is changing as proportionately fewer babies are being born and the baby boomers age.

Accepted Answer

A) True 
 B)False

Question 7

What elements of culture shape consumer behaviour?

Accepted Answer

By creating and passing on norms,culture

Question 8

Define segmenting and targeting,and name and describe typical approaches to segmentation.

Accepted Answer

Segmenting means dividing the market int

Question 9

After selecting a target market,the marketer identifies,evaluates and selects a segment.

Accepted Answer

A) True 
 B)False

Question 10

________ gender differences are physical traits that are inherent in males or females,such as a woman's ability to bear children.

Accepted Answer

A) Driving 
B) Primary 
C) Secondary 
D) Obvious 
E) Fundamental 
A) Driving 
B) Primary 
C) Secondary 
D) Obvious 
E) Fundamental

Question 11

________ refers to the degree to which consumers are engaged in making a product decision or attending to an ad.

Accepted Answer

A) State of mind 
B) Engagement 
C) Satisfaction 
D) Involvement 
E) Both (a)and (c) 
A) State of mind 
B) Engagement 
C) Satisfaction 
D) Involvement 
E) Both (a)and (c)

Question 12

Because acquired needs are not necessary to your physical survival,they are considered ________ needs.

Accepted Answer

A) secondary 
B) unmet 
C) unnecessary 
D) innate 
E) discounted 
A) secondary 
B) unmet 
C) unnecessary 
D) innate 
E) discounted

Question 13

Describe why consumers' perception and state of mind,needs and wants,and motivations are important to advertisers.

Accepted Answer

(1)Perception and state of mind: This fa

Question 14

How do innovator categories help marketers understand consumer behaviour?

Accepted Answer

Innovation and adoption patterns are beh

Question 15

Acquired needs are those we learn in response to our culture and environment and may include needs for esteem,prestige,affection,power and learning.

Accepted Answer

A) True 
 B)False

Question 16

Values are hard to change.

Accepted Answer

A) True 
 B)False

Question 17

According to Maslow's hierarchy of needs,which is the highest needs?

Accepted Answer

A) Ego needs 
B) Belongingness needs 
C) Safety needs 
D) Self-actualisation needs 
E) Physiological needs 
A) Ego needs 
B) Belongingness needs 
C) Safety needs 
D) Self-actualisation needs 
E) Physiological needs

Question 18

Lisa suggests to her friends that they try a new restaurant.What consumer role is she playing in this situation?

Accepted Answer

A) User 
B) Buyer 
C) Decider 
D) Influencer 
E) Initiator 
A) User 
B) Buyer 
C) Decider 
D) Influencer 
E) Initiator

Question 19

Compare and contrast the terms family and household.

Accepted Answer

According to the Australian Census,a fam

Question 20

________ needs include the need for water,food,air,shelter and sex,and because satisfying these needs is necessary to maintaining life,they are also called primary needs.

Accepted Answer

A) Required 
B) Discretionary 
C) Core 
D) First 
E) Innate 
A) Required 
B) Discretionary 
C) Core 
D) First 
E) Innate

Which of the following is NOT considered a consumer category of brand relationship?

A ________ consists of all those who occupy a dwelling whether they are related or not.

Companies like Coca-Cola treat the market as homogeneous,purposely ignoring differences in the market and using one marketing strategy that will appeal to as many people as possible.This is known as a(n):

The position you and your family occupy within society is known as a ________.

Why do retailers put several items,such as chocolate bars,women's magazines,pocket-size tissues and chewing gum,right at the checkout?

The emphasis on youth marketing is changing as proportionately fewer babies are being born and the baby boomers age.

What elements of culture shape consumer behaviour?

Define segmenting and targeting,and name and describe typical approaches to segmentation.

After selecting a target market,the marketer identifies,evaluates and selects a segment.

________ gender differences are physical traits that are inherent in males or females,such as a woman's ability to bear children.

________ refers to the degree to which consumers are engaged in making a product decision or attending to an ad.

Because acquired needs are not necessary to your physical survival,they are considered ________ needs.

Describe why consumers' perception and state of mind,needs and wants,and motivations are important to advertisers.

How do innovator categories help marketers understand consumer behaviour?

Acquired needs are those we learn in response to our culture and environment and may include needs for esteem,prestige,affection,power and learning.

Values are hard to change.

According to Maslow's hierarchy of needs,which is the highest needs?

Lisa suggests to her friends that they try a new restaurant.What consumer role is she playing in this situation?

Compare and contrast the terms family and household.

________ needs include the need for water,food,air,shelter and sex,and because satisfying these needs is necessary to maintaining life,they are also called primary needs.

Introduction to Advertising

Advertisings Role in Marketing

Regulation and Ethics of Advertising

Brands and the Advertising Contribution

Strategic Research in Advertising

Advertising Strategy and Planning

Print and Out-Of-Home Media

Broadcast Media

Interactive and Digital Media

Media Strategy, planning and Buying

The Creative Side of Advertising Strategy

Copywriting

Art Direction and Production

Filters

Exam 5: Defining Audiences for Advertising

Which of the following is NOT considered a consumer category of brand relationship?

A ________ consists of all those who occupy a dwelling whether they are related or not.

Companies like Coca-Cola treat the market as homogeneous,purposely ignoring differences in the market and using one marketing strategy that will appeal to as many people as possible.This is known as a(n):

The position you and your family occupy within society is known as a ________.

Why do retailers put several items,such as chocolate bars,women's magazines,pocket-size tissues and chewing gum,right at the checkout?

The emphasis on youth marketing is changing as proportionately fewer babies are being born and the baby boomers age.

What elements of culture shape consumer behaviour?

Define segmenting and targeting,and name and describe typical approaches to segmentation.

After selecting a target market,the marketer identifies,evaluates and selects a segment.

________ gender differences are physical traits that are inherent in males or females,such as a woman's ability to bear children.

________ refers to the degree to which consumers are engaged in making a product decision or attending to an ad.

Because acquired needs are not necessary to your physical survival,they are considered ________ needs.

Describe why consumers' perception and state of mind,needs and wants,and motivations are important to advertisers.

How do innovator categories help marketers understand consumer behaviour?

Acquired needs are those we learn in response to our culture and environment and may include needs for esteem,prestige,affection,power and learning.

Values are hard to change.

According to Maslow's hierarchy of needs,which is the highest needs?

Lisa suggests to her friends that they try a new restaurant.What consumer role is she playing in this situation?

Compare and contrast the terms family and household.

________ needs include the need for water,food,air,shelter and sex,and because satisfying these needs is necessary to maintaining life,they are also called primary needs.

Introduction to Advertising

Advertisings Role in Marketing

Regulation and Ethics of Advertising

Brands and the Advertising Contribution

Strategic Research in Advertising

Advertising Strategy and Planning

Print and Out-Of-Home Media

Broadcast Media

Interactive and Digital Media

Media Strategy, planning and Buying

The Creative Side of Advertising Strategy

Copywriting

Art Direction and Production

Filters