Question 1

Kirk, an avid Ultimate Fighting Champion (UFC) fan, is glued to the television screen at his local sports bar every Saturday evening as he watches his favourite fighters. He thinks pay-per-view matches would be more enjoyable at home if he had a high-definition big screen television. Kirk has begun talking with his friends to learn more about the various brands of high-definition big screen televisions available. In which step of the purchase decision making process is Kirk engaged?

Accepted Answer

A)  information search
B)  evaluation of alternatives
C)  problem recognition
D)  purchase decisionE) B) and C)
F) A) and B)

Question 2

How might Ford Motor Company apply the three methods of attitude change in its marketing activities?

Accepted Answer

The answer of How might Ford Motor Company apply the...

Question 3

Suppose a soft drink company sponsored a made-for-television movie with the understanding that subliminal images of its product logo would be interspersed throughout the program. Which of the following is the strongest argument that such a marketing strategy would be unethical?

Accepted Answer

A)  The images of the product logo might interfere with the plot and impact of the movie.
B)  The soft drink company may not have paid a fair price to have the images of its logo placed in the movie.
C)  The soft drink company would be attempting to influence the behaviour of the consumers in a manner the consumers might object to if they were aware of what was occurring.
D)  Soft drinks can cause tooth decay.E) A) and B)
F) All of the above C

Question 4

An example of a marketer-dominated source of information for an external information search is:

Accepted Answer

A)  friends and relatives.
B)  Consumer Reports magazine.
C)  websites.
D)  consumer programs on talk radio stations.E) B) and C)
F) A) and D) C

Question 5

Which of the following statements about the Acadian subculture is FALSE?

Accepted Answer

A)  The Acadians are similar in buying patterns to the French Quebecois.
B)  The Acadians are often referred to as "the forgotten French."
C)  The Acadians are English-speaking Canadians that live outside of Quebec.
D)  The Acadians are very fashion oriented.E) A) and C)
F) B) and C)

Question 6

Figure 5-2
 
-In Figure 5-2, column "B" represents which of the following?

Accepted Answer

A)  Extended problem solving
B)  Simulated selection
C)  Routine response behaviour
D)  Limited problem solvingE) A) and B)
F) A) and C)

Question 7

Consumers spend little time and effort evaluating alternatives in the purchase of soap and milk. The purchase process for such items that is virtually a habit, and typifies low-involvement decision-making is called:

Accepted Answer

A)  situational problem solving
B)  routine problem solving
C)  extended problem solving
D)  limited problem solvingE) A) and C)
F) None of the above

Question 8

A classmate of yours, Linda, who works out at the gym every day, is likely to see herself as fit, healthy, and in-shape. Linda would classify herself using which term?

Accepted Answer

A)  Aspirational concept
B)  Self-evaluation
C)  Individualized perception
D)  Self-conceptE) A) and D)
F) None of the above

Question 9

PRIZM categories help marketers to understand consumers better. For example, residents of the "Lunch at Tim's" category are more likely to:

Accepted Answer

A)  be slow to adopt to social media
B)  not understand social media
C)  follow social media content
D)  produce social media contentE) B) and D)
F) A) and B)

Question 10

Ads depicting happy families in Red Lobster restaurants are segmenting the market based on:

Accepted Answer

A)  lifestyles.
B)  cognitive learning level.
C)  stage of the decision process.
D)  family life cycle.E) B) and C)
F) A) and B)

Question 11

Following on the 25th anniversary of the "Back to the Future" franchise, Nike has developed a new automatic lacing system for a range of high-top basketball shoes. Nike believes this new characteristic - promoted as quick tie - will make the new shoe a superior product. Due to increased costs of materials and production, the price will be about $150. Based on responses of people who have tried the new product, Nike is confident consumers will have a relatively favourable evaluation of the shoe. To have a favourable evaluation, consumers must first:

Accepted Answer

A)  consult a personal source of information.
B)  make a purchase decision.
C)  consult a public source of information.
D)  experience problem recognition.E) All of the above
F) A) and B)

Question 12

L'Oreal's former advertising theme, "Because you're worth it" relied on which of the psychological influences on behaviour?

Accepted Answer

A)  learning
B)  antecedent states
C)  perception
D)  motivationE) All of the above
F) None of the above

Question 13

The two major styles of family decision making are:

Accepted Answer

A)  joint and spouse-dominant.
B)  spouse-dominant and spouse-submissive.
C)  joint and judgmental.
D)  democratic and autocratic.E) A) and D)
F) A) and C)

Question 14

Tums antacid stresses the fact that it is a calcium supplement in its advertisements, and has the health benefits of calcium. Most people already know Tums contains calcium. The new promotion is trying to change the attitude toward Tums by:

Accepted Answer

A)  changing the perceived importance of the attribute.
B)  adding a new attribute and re-positioning the product.
C)  changing the basic product.
D)  adding a new attribute to the product.E) None of the above
F) A) and B) A

Question 15

Brands must be cognizant of what rumours are being shared on social media. For example, rumours that McDonald's hamburgers contained horsemeat is an example of:

Accepted Answer

A)  negative viral marketing.
B)  consumer ethnocentrism.
C)  a lack of back translation.
D)  cultural insensitivity.E) A) and C)
F) A) and B)

Question 16

Which of the following statements about how women buy cars today is NOT true?

Accepted Answer

A)  Most women approach car buying in a deliberate manner, gathering information before they go to a dealership.
B)  Most women enjoy the challenge of negotiating price.
C)  Women prefer minimal maintenance.
D)  55 percent of all vehicle purchases in Canada are by women.E) None of the above
F) B) and C)

Question 17

The distinct set of personality characteristics common among people of a particular country or society is known as

Accepted Answer

A)  Cultural personality.
B)  National character.
C)  Sociocultural bonding.
D)  Ethnocentrism.E) B) and C)
F) A) and B)

Question 18

Examples of public sources of information for an external information search include:

Accepted Answer

A)  Consumer Reports magazine.
B)  advertising.
C)  friends and relatives.
D)  sales personnel.E) All of the above
F) B) and C)

Question 19

Consumer behaviour is an important focus for marketers because:

Accepted Answer

A)  companies use this knowledge to provide value to consumers.
B)  marketing research is an inexpensive process.
C)  attracting new customers is easier than keeping old ones.
D)  customer value is a non-quantifiable statistic.E) B) and D)
F) B) and C)

Question 20

Families of the PRIZM5 lifestyle segment, Lunch at Tim's, are_________ and ________ families living in older homes (built before 1980) in second-tier Canadian cities.

Accepted Answer

A)  singles; extended
B)  dual-parent; solo-parent
C)  singles; dual-parent
D)  singles; solo-parentE) None of the above
F) A) and D)

Exam 5: Consumer Behaviour

Correct Answer
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How might Ford Motor Company apply the three methods of attitude change in its marketing activities?

Correct Answer
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Suppose a soft drink company sponsored a made-for-television movie with the understanding that subliminal images of its product logo would be interspersed throughout the program. Which of the following is the strongest argument that such a marketing strategy would be unethical?

Correct Answer
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C

An example of a marketer-dominated source of information for an external information search is:

Correct Answer
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C

Which of the following statements about the Acadian subculture is FALSE?

Correct Answer
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Figure 5-2 -In Figure 5-2, column "B" represents which of the following?

Correct Answer
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Consumers spend little time and effort evaluating alternatives in the purchase of soap and milk. The purchase process for such items that is virtually a habit, and typifies low-involvement decision-making is called:

Correct Answer
verified

A classmate of yours, Linda, who works out at the gym every day, is likely to see herself as fit, healthy, and in-shape. Linda would classify herself using which term?

Correct Answer
verified

PRIZM categories help marketers to understand consumers better. For example, residents of the "Lunch at Tim's" category are more likely to:

Correct Answer
verified

Ads depicting happy families in Red Lobster restaurants are segmenting the market based on:

Correct Answer
verified

Correct Answer
verified

L'Oreal's former advertising theme, "Because you're worth it" relied on which of the psychological influences on behaviour?

Correct Answer
verified

The two major styles of family decision making are:

Correct Answer
verified

Tums antacid stresses the fact that it is a calcium supplement in its advertisements, and has the health benefits of calcium. Most people already know Tums contains calcium. The new promotion is trying to change the attitude toward Tums by:

Correct Answer
verified
A

Brands must be cognizant of what rumours are being shared on social media. For example, rumours that McDonald's hamburgers contained horsemeat is an example of:

Correct Answer
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Which of the following statements about how women buy cars today is NOT true?

Correct Answer
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The distinct set of personality characteristics common among people of a particular country or society is known as

Correct Answer
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Examples of public sources of information for an external information search include:

Correct Answer
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Consumer behaviour is an important focus for marketers because:

Correct Answer
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Families of the PRIZM5 lifestyle segment, Lunch at Tim's, are_ and families living in older homes (built before 1980) in second-tier Canadian cities.

Correct Answer
verified

Exam 5: Consumer Behaviour

Correct AnswerverifiedShow Answer

How might Ford Motor Company apply the three methods of attitude change in its marketing activities?

Correct AnswerverifiedShow Answer

Suppose a soft drink company sponsored a made-for-television movie with the understanding that subliminal images of its product logo would be interspersed throughout the program. Which of the following is the strongest argument that such a marketing strategy would be unethical?

Correct AnswerverifiedC

An example of a marketer-dominated source of information for an external information search is:

Correct AnswerverifiedC

Which of the following statements about the Acadian subculture is FALSE?

Correct AnswerverifiedShow Answer

Figure 5-2 -In Figure 5-2, column "B" represents which of the following?

Correct AnswerverifiedShow Answer

Consumers spend little time and effort evaluating alternatives in the purchase of soap and milk. The purchase process for such items that is virtually a habit, and typifies low-involvement decision-making is called:

Correct AnswerverifiedShow Answer

A classmate of yours, Linda, who works out at the gym every day, is likely to see herself as fit, healthy, and in-shape. Linda would classify herself using which term?

Correct AnswerverifiedShow Answer

PRIZM categories help marketers to understand consumers better. For example, residents of the "Lunch at Tim's" category are more likely to:

Correct AnswerverifiedShow Answer

Ads depicting happy families in Red Lobster restaurants are segmenting the market based on:

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

L'Oreal's former advertising theme, "Because you're worth it" relied on which of the psychological influences on behaviour?

Correct AnswerverifiedShow Answer

The two major styles of family decision making are:

Correct AnswerverifiedShow Answer

Tums antacid stresses the fact that it is a calcium supplement in its advertisements, and has the health benefits of calcium. Most people already know Tums contains calcium. The new promotion is trying to change the attitude toward Tums by:

Correct AnswerverifiedA

Brands must be cognizant of what rumours are being shared on social media. For example, rumours that McDonald's hamburgers contained horsemeat is an example of:

Correct AnswerverifiedShow Answer

Which of the following statements about how women buy cars today is NOT true?

Correct AnswerverifiedShow Answer

The distinct set of personality characteristics common among people of a particular country or society is known as

Correct AnswerverifiedShow Answer

Examples of public sources of information for an external information search include:

Correct AnswerverifiedShow Answer

Consumer behaviour is an important focus for marketers because:

Correct AnswerverifiedShow Answer

Families of the PRIZM5 lifestyle segment, Lunch at Tim's, are_________ and ________ families living in older homes (built before 1980) in second-tier Canadian cities.

Correct AnswerverifiedShow Answer

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C

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C

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A

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Families of the PRIZM5 lifestyle segment, Lunch at Tim's, are_ and families living in older homes (built before 1980) in second-tier Canadian cities.

Correct Answer
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