When the stimulus presented is below the level of the consumer’s conscious awareness,
the result that occurs is called:
a. oblivescence.
b. stimulus differential.
c. the limen.
d. subliminal perception.
Answer:
As a customer’s product knowledge continually increases, what typically happens to the
amount of search conducted by the consumer?
a. It will continually increase.
b. It will continually decrease.
c. It will increase, and then decrease as the customer becomes more knowledgeable.
d. It stays the same.
Answer:
Before Alan resells items he owns, he takes pictures of them. Alan engages in which
kind of divestment ritual?
a. iconic transfer rituals
b. transition-place rituals
c. ritual cleansing
d. separation rituals
Answer:
If a St. John’s shopper had fewer choices for new car selection, this could lead to
reduced time poverty.
a. True
b. False
Answer:
Dallas is playing an online racing game and sees an Apple PC pop up on the screen.
This is a relatively new strategy called:
a. advertising pop-ups.
b. internet synergy.
c. intrusive attention.
d. advergaming.
Answer:
A psychographic study of men aged 18-24 who drink and drive found four different
groups:
a. nerds, yuppies, problem kids, well adjusted.
b. well adjusted, nerds, problem kids, rockies.
c. party animals, nerds, yuppies, problem kids.
d. good timers, nerds, problem kids, well adjusted.
Answer:
Explain geodemography and how it relates to single-source data.
Answer:
Simply put, economists approach fashion in terms of:
a. social exchange theory.
b. projective modelling programs.
c. trend analysis.
d. supply and demand.
Answer:
Media exposure permits many groups to become aware of a style at the same time. As a
result, ________ fashion has largely been replaced by ________ fashion.
a. elite; mass
b. social; trendy
c. short-lived; long-lived
d. niche; anti-
Answer:
Kraft Foods of Canada is considering getting into the toilet paper business, which
would be a new product for them to market. This strategy is known as:
a. product modification.
b. brand variation.
c. corporate repositioning.
d. product line extension.
Answer:
The decision-making continuum is anchored at one end by limited problem solving, and
by extended problem solving at the other end.
a. True
b. False
Answer:
Research has shown that beauty is about more than aesthetics. According to research
findings, we use such cues as ________ to make inferences about a person’s status,
sophistication, and social desirability.
a. height
b. hair length
c. hair colour
d. skin colour and eye shape
Answer:
Jerome is a fan of the Calgary Stampeders. This attachment helps to define his extended
self.
a. True
b. False
Answer:
Ariel is looking over the used cars on the lot. He gives high marks to a car which has a
rebuilt engine. In his mind that outweighs or “makes up for” relatively lower marks he
gave on its fenders and interior appearance. He is using which decision rule?
a. prototypicality
b. balance
c. compensatory
d. elimination-by-aspects
Answer:
When marketers pay extra attention to the impact of sensation on consumer product
experiences, this is called:
a. experiential purchasing.
b. relationship marketing.
c. product positioning.
d. sensory marketing.
Answer:
“Shopaholics” turn to shopping in much the same way as addicted people turn to drugs
or alcohol.
a. True
b. False
Answer:
The concept of the potlatch, the extravagant feast and display and often even the
destruction of wealth or possessions (to show that one can afford to) characteristic of
the Kwakiutl Indians of the Pacific Northwest, is analogous to the modern concept of:
a. conspicuous consumption.
b. social class.
c. the idle rich.
d. reciprocal demand theory.
Answer:
While __________ refers to the actual number of people occupying a space, _________
refers to a negative affective state that occurs as a result of this.
a. crowding; queuing
b. crowding; density
c. density; queuing
d. density; crowding
Answer:
Sets of different products with symbolic meanings which are related are called:
a. symbolic investitures.
b. consumption constellations.
c. harmonic convergences.
d. symbolic market groups.
Answer:
Freda, a 65-year-old woman, has developed an aging ear. This means that:
a. she will not be able to hear at all in a few years.
b. she has lost the ability to hear higher-frequency sounds.
c. she has lost the ability to hear lower-frequency sounds.
d. she can hear music, but not speech.
Answer:
A promotion will be more effective if introduced to a person during his or her flow time
than if it is introduced during a person’s leisure time.
a. True
b. False
Answer:
What common communication technique listed below can be perceived of as a negative
effect when used in a television commercial?
a. showing the convenience of using the product
b. showing an actor playing the role of an ordinary person
c. demonstrating tangible results (e.g., bouncy hair)
d. graphic displays
Answer:
The assumption of a price-quality relationship is one of the most pervasive market
beliefs.
a. True
b. False
Answer:
Kenneth is using a multi-attribute model to make a decision on which college to attend.
Scholarly reputation, friendliness of students, and the adequacy of the college
placement division are the most important areas that Kenneth is using to measure his
list of colleges. Which of the following elements is Kenneth primarily using in his
multi-attribute model to make his decision?
a. attributes
b. beliefs
c. importance weights
d. goals
Answer:
The beer company chose to advertise during a TV drama because of all of the following
EXCEPT:
a. pacing in some sports allows attention to wander.
b. the environment of the message affects recall.
c. shows with continuous activity fare better for recall.
d. shows punctuated with a series of acts are good for recall.
Answer:
If we achieve a “flow state” in regards to our company website, the visitor:
a. wants to buy immediately.
b. wants to exit immediately.
c. loses all track of time.
d. does not feel in control.
Answer:
The Open Data Partnership is:
a. a low privacy date-matching service.
b. a free-serve information access network.
c. a system allowing consumers to edit information collected about them.
d. a controlled group of corporations dedicated to information sharing.
Answer:
An e-tailer is:
a. a market research company that primarily collects data online.
b. an anti e-commerce advocate.
c. an online retail supplier.
d. an end-of-purchase
feedback service.
Answer:
Gerald is in his twenties. Which of the following would he most likely think is one of
the best things about Canada?
a. the way it welcomes different races and cultures
b. the average cost of education
c. the process that is required to get their driver’s license
d. the way the tax program benefits low-income earners
Answer:
Generation Y makes up what percentage of the Canadian population?
a. approximately 26%
b. approximately 38%
c. less than 10%
d. approximately 12%
Answer:
Promotional strategies that use unconventional locations and intensive word-of-mouth
campaigns to push products is termed ________ marketing.
a. seditious
b. affinity
c. viral
d. guerrilla
Answer:
Why could it be argued that the purchase of a car can satisfy more than one of Maslow’s
needs?
Answer:
Why is the choice of which colour(s) to use such a sensitive one for marketers? Give an
example.Why is this important in regards to demographic characteristics?
Answer:
Describe what Katz means by the term “ego-defensive function.”
Answer:
Name and briefly explain five of the eight consumer segments identified in the Saatchi
research report.
Answer:
What is an absolute threshold? Give an example.
Answer:
What effect might propinquity have on Bella’s relationship with her next-door
neighbour as opposed to a person in the next street?
Answer:
Guita is very aware of her publicly displayed self-image. She purchases clothing and
cosmetics to convey a positive image of her self to others. Describe which trait she is
likely high on.
Answer:
Why have multi-attribute attitude models become so popular among marketing
researchers? What three elements are specified in such models?
Answer:
Explain continuous innovation with an example.
Answer:
What are some key differences between homosexual consumers and heterosexual
consumers found in Yankelovich’s study?
Answer: