Question 1

Reference groups to which one would like to belong are called _____ groups.

Accepted Answer

A)  aspirational 
B)  associative 
C)  acquisitive 
D)  integrated 
A)  aspirational 
B)  associative 
C)  acquisitive 
D)  integrated

Question 2

A reference group to which one does not wish to belong is a _____ group.

Accepted Answer

A)  disassociative 
B)  disconnected 
C)  confrontational 
D)  segregated 
A)  disassociative 
B)  disconnected 
C)  confrontational 
D)  segregated

Question 3

An advertising campaign stating that BMW "outperforms most cars on the road even before you step on the accelerator" is an example of _____ segmentation.

Accepted Answer

A)  benefit 
B)  demographic 
C)  usage 
D)  VALS 
A)  benefit 
B)  demographic 
C)  usage 
D)  VALS

Question 4

Lester's Smoked Meat is very popular in Montreal,but not as popular in the rest of Canada.Given this information,Lester's should use _____ segmentation.

Accepted Answer

A)  demographic 
B)  personality 
C)  geographic 
D)  behaviouristic 
A)  demographic 
B)  personality 
C)  geographic 
D)  behaviouristic

Question 5

For which of the following products is the consumer most likely to experience cognitive dissonance?

Accepted Answer

A)  Chewing gum 
B)  Diamond engagement ring 
C)  Light bulbs 
D)  Garden fertilizer 
A)  Chewing gum 
B)  Diamond engagement ring 
C)  Light bulbs 
D)  Garden fertilizer

Question 6

_____ is a construct or notion that represents an individual's overall feelings or evaluation of an object.

Accepted Answer

A)  A motive 
B)  A need 
C)  A perception 
D)  An attitude 
A)  A motive 
B)  A need 
C)  A perception 
D)  An attitude

Question 7

Most of the purchase decisions made by consumers for low-priced frequently purchased products are characterized by:

Accepted Answer

A)  routine response behaviour 
B)  limited problem solving 
C)  extended problem solving 
D)  cognitive learning 
A)  routine response behaviour 
B)  limited problem solving 
C)  extended problem solving 
D)  cognitive learning

Question 8

According to Abraham Maslow's hierarchy of needs theory,the highest level of needs are ______ needs.

Accepted Answer

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

Question 9

An ad for a travel agency offers trips especially designed for grandparents and their grandchildren to enjoy together.This example illustrates the use of _____ segmentation.

Accepted Answer

A)  geographic 
B)  demographic 
C)  lifestyle 
D)  behaviouristic 
A)  geographic 
B)  demographic 
C)  lifestyle 
D)  behaviouristic

Question 10

The market segmentation process:

Accepted Answer

A)  divides a market into distinct groups that have heterogeneous needs 
B)  divides a market into distinct groups that will respond similarly to marketing actions 
C)  identifies markets with unfulfilled needs 
D)  positions products in the minds of prospects and customers 
A)  divides a market into distinct groups that have heterogeneous needs 
B)  divides a market into distinct groups that will respond similarly to marketing actions 
C)  identifies markets with unfulfilled needs 
D)  positions products in the minds of prospects and customers

Question 11

A group whose presumed perspective or values are used by an individual as the basis for his judgments,opinions,and actions is a:

Accepted Answer

A)  subculture 
B)  social class 
C)  reference group 
D)  demographic group 
A)  subculture 
B)  social class 
C)  reference group 
D)  demographic group

Question 12

_____ segmentation has been increasingly accepted with the advent of the values and lifestyles (VALS)program.

Accepted Answer

A)  Demographic 
B)  Psychographic 
C)  Benefit 
D)  Behaviouristic 
A)  Demographic 
B)  Psychographic 
C)  Benefit 
D)  Behaviouristic

Question 13

The ad for the Disney Institute at Walt Disney World describes vacations during which an individual can immerse him or herself in the joys of gardening for a week and take classes with horticulturists.This is an example of _____ segmentation.

Accepted Answer

A)  psychographic 
B)  demographic 
C)  behaviouristic 
D)  usage 
A)  psychographic 
B)  demographic 
C)  behaviouristic 
D)  usage

Question 14

Every afternoon at about 3 o'clock,Neil buys a cold drink.He either buys a Coca-Cola,a Mountain Dew,or a Minute Maid lemonade.He will not buy any other brand or type of soft drink because the three drinks make up his:

Accepted Answer

A)  decision criteria 
B)  brand attribution list 
C)  evoked set 
D)  subliminal choices 
A)  decision criteria 
B)  brand attribution list 
C)  evoked set 
D)  subliminal choices

Question 15

_____ is a predisposition to buy a certain brand.

Accepted Answer

A)  A purchase decision 
B)  A purchase intention 
C)  Affective behaviour 
D)  Satisfaction 
A)  A purchase decision 
B)  A purchase intention 
C)  Affective behaviour 
D)  Satisfaction

Question 16

The market for cereal seems saturated,but still cereal companies continue to develop new offerings.Which of the following best explains why Quaker found it necessary to develop and market red and green coloured Cap'n Crunch for the Christmas season?

Accepted Answer

A)  Consumer's novelty-seeking behaviour 
B)  To satisfy a physiological need 
C)  To broaden the marketer consideration set 
D)  To balance any product deletion 
A)  Consumer's novelty-seeking behaviour 
B)  To satisfy a physiological need 
C)  To broaden the marketer consideration set 
D)  To balance any product deletion

Question 17

_____ segmentation divides consumers into groups according to their usage,loyalties,or buying responses to a product.

Accepted Answer

A)  Benefit 
B)  Demographic 
C)  Behaviouristic 
D)  Psychographic 
A)  Benefit 
B)  Demographic 
C)  Behaviouristic 
D)  Psychographic

Question 18

Lower level needs such as hunger and thirst are important to marketers because these needs:

Accepted Answer

A)  are the hardest to satisfy 
B)  are an ongoing source of motivation for most consumer purchase behaviour 
C)  offer marketers a basis for differentiating their products 
D)  are the source for most market development strategies 
A)  are the hardest to satisfy 
B)  are an ongoing source of motivation for most consumer purchase behaviour 
C)  offer marketers a basis for differentiating their products 
D)  are the source for most market development strategies

Question 19

Consumer behaviour is defined as:

Accepted Answer

A)  conspicuous consumption 
B)  the process people engage in when searching, selecting, and using products and services that they need 
C)  the act of physically purchasing a product 
D)  the act of making a final decision as to which product to purchase 
A)  conspicuous consumption 
B)  the process people engage in when searching, selecting, and using products and services that they need 
C)  the act of physically purchasing a product 
D)  the act of making a final decision as to which product to purchase

Question 20

Advertising for Hilton Hotels tells consumers they can make a reservation by calling 1-800-HILTONS.The telephone number is based on:

Accepted Answer

A)  a subliminal technique 
B)  classical conditioning 
C)  reinforcement theory 
D)  a mnemonic 
A)  a subliminal technique 
B)  classical conditioning 
C)  reinforcement theory 
D)  a mnemonic

Reference groups to which one would like to belong are called _____ groups.

A reference group to which one does not wish to belong is a _____ group.

An advertising campaign stating that BMW "outperforms most cars on the road even before you step on the accelerator" is an example of _____ segmentation.

Lester's Smoked Meat is very popular in Montreal,but not as popular in the rest of Canada.Given this information,Lester's should use _____ segmentation.

For which of the following products is the consumer most likely to experience cognitive dissonance?

_____ is a construct or notion that represents an individual's overall feelings or evaluation of an object.

Most of the purchase decisions made by consumers for low-priced frequently purchased products are characterized by:

According to Abraham Maslow's hierarchy of needs theory,the highest level of needs are ______ needs.

An ad for a travel agency offers trips especially designed for grandparents and their grandchildren to enjoy together.This example illustrates the use of _____ segmentation.

The market segmentation process:

A group whose presumed perspective or values are used by an individual as the basis for his judgments,opinions,and actions is a:

_____ segmentation has been increasingly accepted with the advent of the values and lifestyles (VALS)program.

The ad for the Disney Institute at Walt Disney World describes vacations during which an individual can immerse him or herself in the joys of gardening for a week and take classes with horticulturists.This is an example of _____ segmentation.

Every afternoon at about 3 o'clock,Neil buys a cold drink.He either buys a Coca-Cola,a Mountain Dew,or a Minute Maid lemonade.He will not buy any other brand or type of soft drink because the three drinks make up his:

_____ is a predisposition to buy a certain brand.

The market for cereal seems saturated,but still cereal companies continue to develop new offerings.Which of the following best explains why Quaker found it necessary to develop and market red and green coloured Cap'n Crunch for the Christmas season?

_____ segmentation divides consumers into groups according to their usage,loyalties,or buying responses to a product.

Lower level needs such as hunger and thirst are important to marketers because these needs:

Consumer behaviour is defined as:

Advertising for Hilton Hotels tells consumers they can make a reservation by calling 1-800-HILTONS.The telephone number is based on:

Integrated Marketing Communications

Organizing for IMC: Role of Agencies

Communication Response Models

Objectives for the IMC Plan

Brand Positioning Strategy Decisions

Creative Strategy Decisions

Creative Tactics Decisions

Measuring the Effectiveness of the Promotional Message

Media Planning and Budgeting for IMC

Broadcast Media

Print Media

Out-Of-Home and Support Media

Sales Promotion

Public Relations

Direct Marketing

Internet Media

Regulatory, Ethical, Social, and Economic Issues for Imc

Filters

Exam 3: Consumer Behaviour and Target Audience Decisions

Reference groups to which one would like to belong are called _____ groups.

A reference group to which one does not wish to belong is a _____ group.

An advertising campaign stating that BMW "outperforms most cars on the road even before you step on the accelerator" is an example of _____ segmentation.

Lester's Smoked Meat is very popular in Montreal,but not as popular in the rest of Canada.Given this information,Lester's should use _____ segmentation.

For which of the following products is the consumer most likely to experience cognitive dissonance?

_____ is a construct or notion that represents an individual's overall feelings or evaluation of an object.

Most of the purchase decisions made by consumers for low-priced frequently purchased products are characterized by:

According to Abraham Maslow's hierarchy of needs theory,the highest level of needs are ______ needs.

An ad for a travel agency offers trips especially designed for grandparents and their grandchildren to enjoy together.This example illustrates the use of _____ segmentation.

The market segmentation process:

A group whose presumed perspective or values are used by an individual as the basis for his judgments,opinions,and actions is a:

_____ segmentation has been increasingly accepted with the advent of the values and lifestyles (VALS)program.

The ad for the Disney Institute at Walt Disney World describes vacations during which an individual can immerse him or herself in the joys of gardening for a week and take classes with horticulturists.This is an example of _____ segmentation.

Every afternoon at about 3 o'clock,Neil buys a cold drink.He either buys a Coca-Cola,a Mountain Dew,or a Minute Maid lemonade.He will not buy any other brand or type of soft drink because the three drinks make up his:

_____ is a predisposition to buy a certain brand.

The market for cereal seems saturated,but still cereal companies continue to develop new offerings.Which of the following best explains why Quaker found it necessary to develop and market red and green coloured Cap'n Crunch for the Christmas season?

_____ segmentation divides consumers into groups according to their usage,loyalties,or buying responses to a product.

Lower level needs such as hunger and thirst are important to marketers because these needs:

Consumer behaviour is defined as:

Advertising for Hilton Hotels tells consumers they can make a reservation by calling 1-800-HILTONS.The telephone number is based on:

Integrated Marketing Communications

Organizing for IMC: Role of Agencies

Communication Response Models

Objectives for the IMC Plan

Brand Positioning Strategy Decisions

Creative Strategy Decisions

Creative Tactics Decisions

Measuring the Effectiveness of the Promotional Message

Media Planning and Budgeting for IMC

Broadcast Media

Print Media

Out-Of-Home and Support Media

Sales Promotion

Public Relations

Direct Marketing

Internet Media

Regulatory, Ethical, Social, and Economic Issues for Imc

Filters