Question 1

Explain the relationship between needs and motives with respect to marketing and advertising activity.

Accepted Answer

The answer of Explain the relationship between needs and motives...

Question 2

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

Accepted Answer

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

Question 3

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

Accepted Answer

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

Question 4

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

Accepted Answer

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

Question 5

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

Accepted Answer

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

Question 6

It is unrealistic to assume that the initial position that a brand adopts will remain the same throughout its life cycle.

Accepted Answer

A) True 
 B)False

Question 7

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

Accepted Answer

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

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

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

Question 10

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

Accepted Answer

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

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

Why should advertisers pay more attention to communicating with Canadian women?

Accepted Answer

The answer of Why should advertisers pay more attention to...

Question 13

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.

Accepted Answer

A) True 
 B)False

Question 14

Do all people respond to all marketing communications activity? Why or why not?

Accepted Answer

The answer of Do all people respond to all marketing...

Question 15

In crowded markets, where competing products are perceived as similar by the target market, a lifestyle positioning strategy is effective.

Accepted Answer

A) True 
 B)False

Question 16

How do companies apply market positioning principles?

Accepted Answer

The answer of How do companies apply market positioning principles?...

Question 17

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

Accepted Answer

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

Question 18

How important to marketers are the prevailing attitudes of their target audiences?

Accepted Answer

The answer of How important to marketers are the prevailing...

Question 19

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

Accepted Answer

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

Question 20

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

Accepted Answer

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

Exam 3: Consumer Behaviour Concepts and Target Marketing

Explain the relationship between needs and motives with respect to marketing and advertising activity.

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

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

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

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

It is unrealistic to assume that the initial position that a brand adopts will remain the same throughout its life cycle.

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

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

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

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

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

Why should advertisers pay more attention to communicating with Canadian women?

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.

Do all people respond to all marketing communications activity? Why or why not?

In crowded markets, where competing products are perceived as similar by the target market, a lifestyle positioning strategy is effective.

How do companies apply market positioning principles?

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

How important to marketers are the prevailing attitudes of their target audiences?

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

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