Deck 3: Consumer Behaviour Concepts and Target Marketing

Question 1

The desire to be accepted by peers is commonly appealed to in advertising for products such as

A) investments and security systems
B) adventure travel
C) personal care products and clothing
D) groceries and housing
E) higher education

Answer 1

C

Question 2

Geodemographic segmentation involves

A) creating a universal message for all consumer segments
B) combining demographic characteristics with geographic characteristics
C) a marketing strategy that uses face to face product demonstrations
D) marketing based on income levels

Answer 2

B

Question 3

Many important consumer decisions are based on

A) the real self and the self-image
B) significant exposure
C) the looking-glass self and the ideal self
D) the intellectual self
E) screened-out messages

Answer 3

C

Question 4

By developing advertising messages based on teen situations, Red Bull is appealing to the teen audience. The company is relying on

A) selective exposure
B) selective retention
C) self-actualization
D) peer influence
E) double targeting

Question 5

Esteem needs, as defined by Maslow, are addressed in commercials that portray people in

A) major chain stores
B) successful business roles
C) retraining programs
D) further education
E) purchasing gasoline

Question 6

Advertisers attempt to

A) change consumer attitudes about themselves
B) alienate current customers in pursuit of new customers
C) show the target audience in a new light
D) show how products agree with current attitudes
E) develop the real self

Question 7

An individual's favourable or unfavourable feelings toward an idea or object are referred to as

A) motives
B) needs
C) impressions
D) attitudes
E) perceptions

Question 8

TD Canada Trust appeals to the LGBT market because the bank wants to

A) change attitudes of the gay community
B) appeal to the needs of a large untapped market
C) reduce their media spending
D) change attitudes of their current customers
E) reposition their brand

Question 9

The definition of consumer buying behaviour includes

A) mass consumption
B) discretionary income
C) satisfaction of needs and wants
D) costs of goods purchased
E) competitors

Question 10

Self-concept theory states that the self has four components. These are

A) physiological, safety, social, esteem
B) when, how, why and who buys
C) introduction, growth, maturity and decline
D) boomers, gen x, echo boomers, busters
E) real self, self-image, looking-glass self and ideal self

Question 11

The highest level of Maslow's hierarchy of needs is

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

Question 12

According to your textbook, personality, a person's distinguishing psychological characteristics, is influenced by

A) advertising
B) marketers
C) self-perceptions
D) sales pitches
E) diet

Question 13

The TD Proudly Supports Pride in Toronto ad campaign is targeted to

A) women
B) single moms
C) gay community
D) teens
E) lumberjacks

Question 14

Maslow's hierarchy of needs and theory of motivation is based on the principle that

A) consumers increase their standard of living
B) the per capita income will increase every year
C) the supply of goods and services will always increase
D) the free market system will produce an increase in the standard of living
E) a person moves up to the next higher level need when the one lower is satisfied

Question 15

Market segmentation refers to the process of dividing a large market into

A) smaller units for creative purposes
B) smaller homogeneous markets
C) different target areas for different agencies
D) different product categories

Question 16

The ability of a company to target specific customers is based on the concept of

A) positioning strategy
B) double targeting
C) brand preference
D) market segmentation
E) agency selection

Question 17

Motives are the conditions that prompt the action that is taken to

A) satisfy the need
B) determine market segments
C) design packaging
D) create store displays
E) create an image

Question 18

A decision to purchase insurance could be motivated by this need in Maslow's hierarchy.

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

Question 19

Consumers are quite selective about messages they receive. Consumers perceive messages that

A) are easy to see or hear
B) they want to remember
C) are in their face
D) are in line with their needs
E) appeal to the real self

Question 20

Reference group or peer group for an individual is a group of people

A) the individual wants to belong to
B) the individual believes he/she belongs to
C) with the same postal code
D) forming an agency's focus group
E) driving the same type of automobile

Question 21

The most tech-savvy is/are

A) Canada's intellectual elite
B) baby boomers
C) seniors
D) the sandwich generation
E) generations X and Y

Question 22

In some large cities, ethnic communities represent accessible market niches. For instance, it is estimated that in 2031 Toronto's visible minorities will reach ________% of the population.

A) 11
B) 18
C) 33
D) 63
E) 57

Question 23

When buying an automobile, safety, comfort, practicality and value are most important to which group?

A) Generation X
B) women
C) men
D) teens and tweens
E) Generation Y

Question 24

Double targeting is an example of which method of segmentation?

A) psychographic segmentation
B) geographic segmentation
C) behavioural segmentation
D) gender segmentation
E) reference group segmentation

Question 25

"Cosmopolitan Elites," "Les Chics" and "Lunch at Tim's" are

A) psychographic clusters
B) demographic segments
C) geographic groups
D) generation X and Y segments
E) behavioral segments

Question 26

Psychographic segmentation examines individual lifestyles in terms of

A) status and financial success
B) activities, interests and opinions
C) attitudes, interests and behaviours
D) prestige, success and responsibility
E) achievers, success and responsibility

Question 27

Seeing yourself as an athlete, musician or writer, even though you may not be any of these, is an example of which self-concept?

A) real self
B) looking-glass self
C) self-image
D) ideal self
E) selective perception

Question 28

Mark's Work Wearhouse changed their name to Mark's and now uses more women in their advertising. Use of a single marketing strategy for both sexes is termed

A) unisex appeal
B) double targeting
C) sexual stereotyping
D) reference group advertising
E) gender positioning strategy

Question 29

Psychographic targeting helps advertisers create messages where the personality of the target matches the

A) geographic region of the target
B) income of the target
C) benefits sought by the target
D) personality of the product
E) age group of the target

Question 30

Demographic segmentation means that markets are identified and pursued on the basis of variables such as

A) location
B) lifestyle
C) behaviour
D) age
E) psychographics

Question 31

The ethnic market is growing. Wal-Mart is a leader in reaching these markets by running television commercials that feature

A) ethnic minorities in Canada
B) promotions
C) Canadian icons
D) Canadians who travel to different countries
E) product demonstrations

Question 32

Many advertising strategies have an urban orientation because

A) advertisements will be perceived as more sophisticated by consumers
B) rural customers can identify with urban environments
C) over 81% of consumers live in urban areas
D) television ads in urban areas are cheaper to produce

Question 33

Volkswagon's advertisement delivering a message of protection and security to new parents focuses on which type of needs?

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

Question 34

When print ads in Quebec for Dr. Pepper capitalized on the medical image of the brand, this was an example of

A) demographic segmentation
B) geographic segmentation
C) behaviour response segmentation
D) repositioning
E) psychographic segmentation

Question 35

To know more about targets in the various regions of Canada, psychographic information is complemented with

A) demographic segmentation
B) database marketing
C) behaviour response segmentation
D) lifestyle positioning
E) geographic segmentation

Question 36

Environics Analytics identifies many lifestyle clusters in Canada. The category "Money & Brains" is an example. This group is described as

A) high-achieving, cultured urban families
B) successful suburban households starting to empty-nest
C) upscale and educated professionals and their families
D) wealthy middle-aged urban sophisticates
E) prosperous Quebec suburban families

Question 37

Eventually, the internet, cell phones and other forms of digital communication will play a larger role in the media mix, due to the influence of

A) baby boomers
B) the grey market
C) generations X, Y, and younger
D) early adopters
E) smaller households

Question 38

When organizations target their markets psychographically,

A) advertising messages are associated with the lifestyle of the target market
B) advertising messages are limited to budgets set by geographic areas
C) commercials have subliminal messaging
D) advertising messages attempt to reposition the brand

Question 39

Among the elements contributing to role and responsibility changes in parenting is

A) government legislation
B) double targeting
C) increasing number of children with attitude
D) the increasing number of two-income families
E) the effectiveness of advertising

Question 40

Research indicates high-end products, such as those by Mercedes-Benz, appeal primarily to which age group?

A) 55 - 70
B) 71 - 85
C) 18 - 24
D) 25-34
E) 35-54

Question 41

When advertisers create market segments based on purchase history, they are using

A) geographic segmentation
B) behavioural targeting
C) gender segmentation
D) demographic segmentation
E) lifestyle segmentation

Question 42

If a positioning strategy is working, a company should

A) decrease advertising spending
B) avoid the temptation to change things
C) replace the advertising agency
D) make frequent changes in positioning and advertising strategy
E) reposition before the market gets bored

Question 43

Which of the following is the best example of innovation positioning?

A) "More people go with Visa"
B) Aleve gives "12 hours" of pain relief
C) "Always Coca-Cola"
D) the "Pepsi challenge"
E) "the world's first four-blade system"

Question 44

Market positioning is a strategy based on

A) sales promotions
B) location of a product on the shelf
C) competition
D) pricing
E) stock value of a company

Question 45

Psychographic information on a brand's target market allows advertisers to use

A) brand-leadership positioning
B) head-on positioning
C) lifestyle positioning
D) product-differentiation positioning
E) innovation positioning

Question 46

Positioning statements should

A) guide the development of marketing communications
B) detail the history of the product
C) demonstrate how to use the product
D) describe where the product is on the shelf
E) discuss the company stock value

Question 47

Repositioning is defined as changing the place

A) of the retail location for the product
B) that the agency has chosen for the TV spot
C) of the product within the advertisement
D) of the advertisement in the newspaper
E) that a brand occupies in the consumer's mind

Question 48

A laundry detergent commercial that compares one brand's cleaning performance to another is an example of

A) competitive positioning
B) innovation positioning
C) head-on (comparative) positioning
D) repositioning
E) product-differentiation positioning

Question 49

The "Pepsi Challenge" campaign is a classic example of

A) lifestyle positioning
B) brand-leadership positioning
C) product-differentiation positioning
D) head-on positioning
E) competitive positioning

Question 50

Lifestyle positioning through advertising uses appeals such as

A) leadership
B) logic
C) demonstration
D) innovation
E) humour

Question 51

Visa's use of the signature "More people go with Visa" is an example of

A) a geographic segmentation strategy
B) comparative positioning
C) global brand-leadership positioning
D) product differentiation positioning
E) innovation positioning

Question 52

Coca-Cola's signature "Coke is it" is an example of

A) product differentiation positioning
B) comparative positioning
C) lifestyle positioning
D) brand-leadership positioning
E) technical innovation positioning

Question 53

Trop50 is a Tropicana juice that customers view as having 50% less sugar and calories than the leading orange juice. This image is an example of which marketing strategy?

A) head-on positioning
B) innovation positioning
C) product-differentiation positioning
D) lifestyle positioning
E) brand-leadership positioning

Question 54

Rumble is a milkshake-style drink that offers nutritional benefits perceived as superior to its competitors. This is an application of

A) product differentiation positioning
B) brand loyalty strategy
C) demographic positioning appealing to health minded youths
D) brand leader positioning

Question 55

The 4D- rule applies to

A) loyalty-response
B) psychographic segmentation
C) developing a positioning statement
D) behavioural segmentation
E) developing advertising

Question 56

Behavioural targeting

A) is the study of buying patterns of aging consumers
B) attempts to change the behavior of consumers
C) usually motivates consumers to behave uniformly
D) serves ads relevant to a consumer's interests

Question 57

In product-differentiation positioning, a product attribute is always presented as

A) equal to or better than another brand
B) technically innovative
C) distinctly unique from all other products
D) relevant to the consumer's lifestyle
E) the leader in the product category

Question 58

Behavioural targeting involves

A) age and income
B) gender and ethnicity
C) activities, interests and opinions
D) individual behaviour
E) media usage

Question 59

Generation Y and Z are characterized by

A) their low attention level to corporate advertising
B) their low levels of consumer spending
C) their tech-savvy use of interactive, social, and mobile communications
D) high levels of affluence

Question 60

Customers that are less loyal (brand switchers) can be retained by

A) use of coupons to motivate them to buy the product again
B) offering free loyalty program memberships
C) reminding them of the unique features of the product
D) using celebrity endorsements

Question 61

Challenger brands often adopt a repositioning strategy in order to compete less with brand leaders.

Question 62

Marketers using the "occasion for use" segmentation strategy show how the product can be used on various occasions.

Question 63

Positioning refers to the place a brand occupies in the agency's campaign.

Question 64

Coca-Cola has successfully used product-differentiation positioning through its ad slogans "Coke is it" and "Can't beat the real thing."

Question 65

Absolut vodka appeals to the gay community. This is an example of a company trying to change the values of the target market.

Question 66

Esteem needs are addressed in commercials that portray people in successful business roles-for example, an executive driving a BMW or Porsche.

Question 67

Mark's advertising appeals to baby boomers.

Question 68

"Suburban Gentry" is a market cluster segmented by geography.

Question 69

Companies present their products to consumers so that the products agree with the prevailing attitudes of their target audience.

Question 70

Marketers in the financial sector target women because they are aware that 92% of women are solely or jointly responsible for family finances.

Question 71

Beauty and personal care products are famous for appealing to safety needs.

Question 72

Pets and PC's is a cluster that represents large upscale suburban families with child centered lifestyles.

Question 73

A "peer group" is a group, class or category of people to which individuals believe they belong.

Question 74

AIOs include frequency of purchase.

Question 75

Looking-glass self is how you think others see you.

Question 76

Numerous advertising examples can be cited to demonstrate advertising applications of Maslow's need theory; for example, safety needs are used to motivate people to purchase retirement savings plans.

Question 77

Influence of family members on buying decisions depends on the product category being considered.

Question 78

Double targeting involves devising separate marketing strategies for men and women.

Question 79

Ideal self is how you see yourself.

Question 80

The role you play with yourself, such as that of an athlete, musician or writer, is a reflection of your self-image.