Question 1

The term "product" includes goods,services,or the ideas that attempt to meet a consumer's needs.

Accepted Answer

A) True 
 B)False

Question 2

While Sylvia has not asked teenage consumers any questions,she has noticed that they purchase green nail polish,as opposed to purple.Which research method has Sylvia used?

Accepted Answer

A)  Nominal scaling 
B)  Focus groups 
C)  Observation 
D)  Survey 
E)  Experimentation 
A)  Nominal scaling 
B)  Focus groups 
C)  Observation 
D)  Survey 
E)  Experimentation

Question 3

When Reader's Digest identified and classified its readers into young adults,computer owners,and professionals/managers,it was performing

Accepted Answer

A)  prospect identification. 
B)  potential customer categorizing. 
C)  customer identification. 
D)  homogeneous segmenting. 
E)  market segmentation. 
A)  prospect identification. 
B)  potential customer categorizing. 
C)  customer identification. 
D)  homogeneous segmenting. 
E)  market segmentation.

Question 4

The best segmentation basis for small drug stores or dry cleaners would be

Accepted Answer

A)  geographic. 
B)  demographic. 
C)  random selection. 
D)  product-use. 
E)  psychographic. 
A)  geographic. 
B)  demographic. 
C)  random selection. 
D)  product-use. 
E)  psychographic.

Question 5

Due to a strong work ethic,Joanne has worked her way up the ladder and would be considered middle class,which is reflected in her recent purchases.This is an example of

Accepted Answer

A)  psychological influences. 
B)  social influences. 
C)  personal influences. 
D)  cultural influences. 
E)  past experience influences. 
A)  psychological influences. 
B)  social influences. 
C)  personal influences. 
D)  cultural influences. 
E)  past experience influences.

Question 6

Lextel Ltd.is involved in a market research study.They have already studied the current situation to determine which needs exist.Their next step is to begin collecting data.

Accepted Answer

A) True 
 B)False

Question 7

What is a target market?

Accepted Answer

A target market is a group of

Question 8

Before buying a new cell phone,you might read about different brands,or ask a sales clerk for a recommendation,or rely on your own past experience.All of these actions illustrate that you are in the information seeking stage of the consumer buying process.

Accepted Answer

A) True 
 B)False

Question 9

How does an understanding of consumer behaviour help a marketing manager? Include the meaning of the major factors influencing consumer behaviour.

Accepted Answer

- understanding helps managers learn the

Question 10

________ is the study of the decision process by which customers come to purchase and consume products.

Accepted Answer

A)  Customer buying logic 
B)  Purchase decision model 
C)  End-user purchase behaviour 
D)  Consumer behaviour 
E)  Buyer behaviour 
A)  Customer buying logic 
B)  Purchase decision model 
C)  End-user purchase behaviour 
D)  Consumer behaviour 
E)  Buyer behaviour

Question 11

As you are driving down the road in your new Chevrolet,you notice that a new Ford has stopped beside the road and has its hazard lights blinking.You smile but decide to stop anyway to help out.You are in the ________ stage of the consumer buying process.

Accepted Answer

A)  problem recognition 
B)  information seeking 
C)  purchase decision 
D)  evaluation of alternatives 
E)  post-purchase evaluation 
A)  problem recognition 
B)  information seeking 
C)  purchase decision 
D)  evaluation of alternatives 
E)  post-purchase evaluation

Question 12

Bubbly Inc.has decided to introduce a new line of energy drinks.It does not have the financial resources to widely promote its new product line,but it can make a real impact if it carefully chooses a specific market segment.The CEO of Bubbly thinks the best idea is to market the product to young males,but the VP of Marketing thinks that targeting female professionals is much more likely to lead to success for the new product line.If the following facts were known,which one would support the VP of Marketing's position?

Accepted Answer

A)  The leading companies in the industry tend to target as wide a market as possible. 
B)  For expensive items such as cars,female professionals are more likely to be loyal to a known brand. 
C)  Surveys show that female professionals have a positive opinion of Bubbly's current products. 
D)  Compared to the general population,young females consume more energy drinks per person. 
E)  Male professionals are increasingly reporting a lack of energy while at work. 
A)  The leading companies in the industry tend to target as wide a market as possible. 
B)  For expensive items such as cars,female professionals are more likely to be loyal to a known brand. 
C)  Surveys show that female professionals have a positive opinion of Bubbly's current products. 
D)  Compared to the general population,young females consume more energy drinks per person. 
E)  Male professionals are increasingly reporting a lack of energy while at work.

Question 13

What is the first step in the consumer buying process?

Accepted Answer

Problem/ne

Question 14

What is the fundamental goal of product differentiation?

Accepted Answer

A)  To increase profit margins 
B)  To set the company's products apart from competitive products in the market 
C)  To maximize market share 
D)  To more effectively market to industrial consumers 
E)  To more effectively market to certain demographic segments of the market 
A)  To increase profit margins 
B)  To set the company's products apart from competitive products in the market 
C)  To maximize market share 
D)  To more effectively market to industrial consumers 
E)  To more effectively market to certain demographic segments of the market

Question 15

Psychographic variables are more difficult to change than demographic variables.

Accepted Answer

A) True 
 B)False

Question 16

Marketing plays a role in creating time,place,and ownership utility,but not in creating form utility.

Accepted Answer

A) True 
 B)False

Question 17

All of the following are part of the buyer's 4 Cs except

Accepted Answer

A)  Convenience 
B)  Communication 
C)  Cost 
D)  Customer solution 
E)  Creativity 
A)  Convenience 
B)  Communication 
C)  Cost 
D)  Customer solution 
E)  Creativity

Question 18

Bubbly Inc.has decided to introduce a new line of energy drinks.It does not have the financial resources to widely promote its new product line,but it can make a real impact if it carefully chooses a specific market segment.The CEO of Bubbly thinks the best idea is to market the product to young males,but the VP of Marketing thinks that targeting female professionals is much more likely to lead to success for the new product line.If the following facts were known,which one would support the CEO's position?

Accepted Answer

A)  Bubbly determines that producing the new line of energy drinks will be more profitable than expanding internationally. 
B)  As a group,young males consume more energy drinks than any other market segment. 
C)  On a cost-per-ounce basis,energy drinks cost more than other popular beverages. 
D)  Several of Bubbly's competitors have recently tried to associate their product with positive social causes. 
E)  Different companies define "young" differently. 
A)  Bubbly determines that producing the new line of energy drinks will be more profitable than expanding internationally. 
B)  As a group,young males consume more energy drinks than any other market segment. 
C)  On a cost-per-ounce basis,energy drinks cost more than other popular beverages. 
D)  Several of Bubbly's competitors have recently tried to associate their product with positive social causes. 
E)  Different companies define "young" differently.

Question 19

Which term is used to identify products that are used by companies to produce other products?

Accepted Answer

A)  Target markets 
B)  Consumer goods 
C)  Relationship marketing 
D)  Industrial goods 
E)  Service marketing 
A)  Target markets 
B)  Consumer goods 
C)  Relationship marketing 
D)  Industrial goods 
E)  Service marketing

Question 20

What is the last step in the consumer buying process?

Accepted Answer

Postpurcha

The term "product" includes goods,services,or the ideas that attempt to meet a consumer's needs.

While Sylvia has not asked teenage consumers any questions,she has noticed that they purchase green nail polish,as opposed to purple.Which research method has Sylvia used?

When Reader's Digest identified and classified its readers into young adults,computer owners,and professionals/managers,it was performing

The best segmentation basis for small drug stores or dry cleaners would be

Due to a strong work ethic,Joanne has worked her way up the ladder and would be considered middle class,which is reflected in her recent purchases.This is an example of

Lextel Ltd.is involved in a market research study.They have already studied the current situation to determine which needs exist.Their next step is to begin collecting data.

What is a target market?

Before buying a new cell phone,you might read about different brands,or ask a sales clerk for a recommendation,or rely on your own past experience.All of these actions illustrate that you are in the information seeking stage of the consumer buying process.

How does an understanding of consumer behaviour help a marketing manager? Include the meaning of the major factors influencing consumer behaviour.

________ is the study of the decision process by which customers come to purchase and consume products.

As you are driving down the road in your new Chevrolet,you notice that a new Ford has stopped beside the road and has its hazard lights blinking.You smile but decide to stop anyway to help out.You are in the ________ stage of the consumer buying process.

What is the first step in the consumer buying process?

What is the fundamental goal of product differentiation?

Psychographic variables are more difficult to change than demographic variables.

Marketing plays a role in creating time,place,and ownership utility,but not in creating form utility.

All of the following are part of the buyer's 4 Cs except

Which term is used to identify products that are used by companies to produce other products?

What is the last step in the consumer buying process?

Understanding the Canadian Business System

Understanding the Environments of Business

Conducting Business Ethically and Responsibly

Understanding Entrepreneurship, small Business, and New Venture Creation

The Global Context of Business

Managing the Business Enterprise

Managing Human Resources

Understanding Labourmanagement Relations

Motivating and Leading Employees

Producing Goods and Services

Increasing Productivity and Quality

Managing Information Systems and Communication Technology

Understanding Accounting Issues

Developing and Promoting Goods and Services

Pricing and Distributing Goods and Services

Understanding Money and Banking

Understanding Securities and Investments

Financial Decisions and Risk Management

Filters

Exam 15: Understanding Marketing Processes and Consumer Behaviour

The term "product" includes goods,services,or the ideas that attempt to meet a consumer's needs.

While Sylvia has not asked teenage consumers any questions,she has noticed that they purchase green nail polish,as opposed to purple.Which research method has Sylvia used?

When Reader's Digest identified and classified its readers into young adults,computer owners,and professionals/managers,it was performing

The best segmentation basis for small drug stores or dry cleaners would be

Due to a strong work ethic,Joanne has worked her way up the ladder and would be considered middle class,which is reflected in her recent purchases.This is an example of

Lextel Ltd.is involved in a market research study.They have already studied the current situation to determine which needs exist.Their next step is to begin collecting data.

What is a target market?

Before buying a new cell phone,you might read about different brands,or ask a sales clerk for a recommendation,or rely on your own past experience.All of these actions illustrate that you are in the information seeking stage of the consumer buying process.

How does an understanding of consumer behaviour help a marketing manager? Include the meaning of the major factors influencing consumer behaviour.

________ is the study of the decision process by which customers come to purchase and consume products.

As you are driving down the road in your new Chevrolet,you notice that a new Ford has stopped beside the road and has its hazard lights blinking.You smile but decide to stop anyway to help out.You are in the ________ stage of the consumer buying process.

What is the first step in the consumer buying process?

What is the fundamental goal of product differentiation?

Psychographic variables are more difficult to change than demographic variables.

Marketing plays a role in creating time,place,and ownership utility,but not in creating form utility.

All of the following are part of the buyer's 4 Cs except

Which term is used to identify products that are used by companies to produce other products?

What is the last step in the consumer buying process?

Understanding the Canadian Business System

Understanding the Environments of Business

Conducting Business Ethically and Responsibly

Understanding Entrepreneurship, small Business, and New Venture Creation

The Global Context of Business

Managing the Business Enterprise

Managing Human Resources

Understanding Labourmanagement Relations

Motivating and Leading Employees

Producing Goods and Services

Increasing Productivity and Quality

Managing Information Systems and Communication Technology

Understanding Accounting Issues

Developing and Promoting Goods and Services

Pricing and Distributing Goods and Services

Understanding Money and Banking

Understanding Securities and Investments

Financial Decisions and Risk Management

Filters