THINK Marketing 3rd Edition by Keith J. Tuckwell - Test Bank

THINK Marketing 3rd Edition by Keith J. Tuckwell – Test Bank

 

Instant Download – Complete Test Bank With Answers

 

 

Sample Questions Are Posted Below

 

Chapter 5   Consumer Buying Behaviour

 

1) When a store like Mark’s advertises with a message like “Clothes that work,” it is engaging in double targeting.

Answer:  TRUE

Diff: 1   Type: TF   Page Ref: 118

Skill:  Applied
LO: 4

 

2) Consumer behaviour is one external variable that businesses can rely on to remain stable for many generations.

Answer:  FALSE

Diff: 2   Type: TF   Page Ref: 105

Skill:  Recall
LO: 1

 

3) Consumer behaviour includes the decision process that determines purchase decisions.

Answer:  TRUE

Diff: 2   Type: TF   Page Ref: 105

Skill:  Recall
LO: 1

 

4) How individuals collect information about products and services is part of consumer behaviour.

Answer:  TRUE

Diff: 2   Type: TF   Page Ref: 106

Skill:  Recall
LO: 1

 

5) The extent of consumer information search is dependent on the kind of product being purchased more than the individual buyer.

Answer:  TRUE

Diff: 2   Type: TF   Page Ref: 106

Skill:  Recall
LO: 2

 

6) Information search is the first step in the consumer purchase decision process.

Answer:  FALSE

Diff: 1   Type: TF   Page Ref: 106

Skill:  Recall
LO: 2

 

7) As the risk increases, the extent of the search for information decreases.

Answer:  FALSE

Diff: 2   Type: TF   Page Ref: 106

Skill:  Recall
LO: 2

 

8) The criteria consumers use to decide on purchase alternatives are part of his or her evoked set.

Answer:  FALSE

Diff: 2   Type: TF   Page Ref:108

Skill:  Recall
LO: 2

 

9) Sam decided to analyze how he makes a decision about buying food for lunch on campus. This decision requires considerable information search in the buying decision-making process.

Answer:  FALSE

Diff: 2   Type: TF   Page Ref: 106

Skill:  Applied
LO: 2

10) A car buyer questions the wisdom of her recent purchase. She is experiencing cognitive dissonance.

Answer:  TRUE

Diff: 1   Type: TF   Page Ref: 108

Skill:  Applied
LO: 2

 

11) Motives are conditions that prompt the action necessary to satisfy a need.

Answer:  TRUE

Diff: 1   Type: TF   Page Ref: 109

Skill:  Recall
LO: 3

 

12) According to Maslow’s hierarchy of needs, satisfied needs motivate.

Answer:  FALSE

Diff: 3   Type: TF   Page Ref: 110

Skill:  Recall
LO: 3

 

13) “Looking-glass self is how you would like to be.”

Answer:  FALSE

Diff: 2   Type: TF   Page Ref: 111

Skill:  Recall
LO: 3

 

14) Attitudes are how individuals receive and interpret messages.
Answer: FALSE
Diff: 2 Type: TF         Page Ref: 112
Skill: Recall
LO: 3

 

15) Selective exposure refers to our tendency to remember only what we want to remember.

Answer:  FALSE

Diff: 2   Type: TF   Page Ref: 113

Skill:  Recall
LO: 3

 

16) The screening of messages that are in conflict with learned attitudes and beliefs is selective perception.

Answer:  TRUE

Diff: 2   Type: TF   Page Ref: 113

Skill:  Recall
LO: 3

 

17) Marketers have found that the most cost effective way to initiate trials of a new product is to start with changing attitudes about the product consumers are currently using.

Answer:  FALSE

Diff: 3   Type: TF   Page Ref: 113

Skill:  Applied
LO: 3

 

18) Psychographic information shows how an individual’s interest in a particular product or service depends on his or her personality.

Answer:  FALSE

Diff: 2   Type: TF   Page Ref: 113-114

Skill:  Recall
LO: 3

 

19) As a person grows older, their tastes and interests change. This is part of the life-cycle theory.

Answer:  TRUE

Diff: 2   Type: TF   Page Ref: 114

Skill:  Recall
LO: 3

 

20) As of 2016, 35% of Canadian adults were using a smartphone.
Answer: FALSE

Diff: 1 Type: TF         Page Ref: 116
LO: 3

 

21) Social class is the division of people into ordered groups based on similar income.

Answer:  FALSE

Diff: 2   Type: TF   Page Ref: 118

Skill:  Recall

LO: 4

 

22) Culture refers to behaviour learned from external sources, such as the family, workplace, and education.

Answer:  TRUE

Diff: 1   Type: TF   Page Ref: 119

Skill:  Recall
LO: 4

 

23) Regional differences throughout English-speaking Canada are not normally significant enough to warrant unique marketing efforts.

Answer:  TRUE

Diff: 2   Type: TF   Page Ref: 122

Skill:  Recall
LO: 4

 

24) Spending $5000 on a hair transplant is an example of satisfying physiological needs.

Answer:  FALSE

Diff: 2   Type: TF   Page Ref: 110

Skill:  Applied
LO: 3

 

25) Purchasing a greeting card to send to a loved one is an example of satisfying social needs.

Answer:  TRUE

Diff: 2   Type: TF   Page Ref: 110

Skill:  Applied

LO: 3

 

26) Today men are spending more on manicures and skin treatment. These are services that fulfill their “real self” appeal.

Answer:  FALSE

Diff: 3   Type: TF   Page Ref: 110

Skill:  Applied
LO: 3

 

27) Having a negative experience with a Sony product will affect your beliefs about this brand.

Answer:  TRUE

Diff: 2   Type: TF   Page Ref: 107

Skill:  Applied
LO: 2

 

28) Fellow students, coworkers, sports teams, and recreational associations can all influence an individual’s purchase decisions because they are potential reference groups.

Answer:  TRUE

Diff: 1   Type: TF   Page Ref: 117

Skill:  Recall

LO: 4

 

29) A couple’s choice of a family trip will be significantly affected by their children.

Answer:  TRUE

Diff: 2   Type: TF   Page Ref: 117

Skill:  Applied
LO: 3

 

30) Marketers can only seek to influence consumers’ motives, not their needs.

Answer:  FALSE

Diff: 3   Type: TF   Page Ref: 109

Skill:  Recall
LO: 2

 

31) A Quebecer would more likely purchase lottery tickets than would other Canadians.

Answer:  TRUE

Diff: 2   Type: TF   Page Ref: 122

Skill:  Applied
LO: 4

 

32) Once marketers have a better understanding of the psychographics of their market, they can change the communications strategy to better appeal to the target.

Answer:  TRUE

Diff: 2   Type: TF   Page Ref: 113

Skill:  Applied
LO: 3

 

33) Knowledge of the significant differences in lifestyle between different regions of Canada are important to marketers of certain products.

Answer:  TRUE

Diff: 2   Type: TF   Page Ref: 120-122

Skill:  Applied
LO: 4

 

34) How and why consumers make purchase decisions is determined through the study of

1. A) cognitive dissonance.
2. B) consumer behaviour.
3. C) reference groups.
4. D) the hierarchy of needs.
5. E) viral marketing.

Answer:  B

Diff: 2   Type: MC   Page Ref: 105

Skill:  Recall
LO: 1

 

35) For adults, what is the most important factor in a purchase decision?

1. A) it depends on the kind of product
2. B) past contact with a brand
3. C) price
4. D) it depends on the complexity of the purchase
5. E) endorsement by a celebrity

Answer:  B

Diff: 2   Type: MC   Page Ref: 106

Skill:  Recall
LO: 2

36) As consumers became more concerned with healthy eating, the demand for white bread products has declined. In response, bread manufacturers developed a wide array of whole-grain, gluten-free, trans-fat-reduced, and sodium-reduced bread products. These product decisions were a response to changes in

1. A) food regulations.
2. B) the consideration set.
3. C) market research.
4. D) the economy.
5. E) consumer behaviour.

Answer:  E

Diff: 2   Type: MC   Page Ref: 114

Skill:  Applied
LO: 3

 

37) Marketers acquire insight into the factors that influence consumer buying decisions through

1. A) product development.
2. B) marketing research.
3. C) cognitive dissonance.
4. D) double targeting.
5. E) viral marketing.

Answer:  B

Diff: 2   Type: MC   Page Ref: 105

Skill:  Recall
LO: 1

 

38) What is the name for the strategy Mark’s adopted with their slogan “Clothes at work” to appeal to both male and female shoppers?

1. A) gender targeting
2. B) mixed targeting
3. C) differentiated targeting
4. D) double targeting
5. E) expanded targeting

Answer:  D

Diff: 2   Type: MC   Page Ref: 118

Skill:  Applied
LO: 4

 

39) What is the second step in the consumer purchase decision process?

1. A) problem recognition
2. B) information search
3. C) evaluation of alternatives
4. D) deciding what to buy
5. E) determining an evoked set

Answer:  B

Diff: 1   Type: MC   Page Ref: 106

Skill:  Recall
LO: 2

40) Although helpful, the generic model of the buying decision process does not completely explain how purchase decisions are made for all customers in all instances. This is because

1. A) routine purchases do not follow the rational decision-making model.
2. B) self-concept theory is in clear opposition to the model.
3. C) there are many contributing variables and the ones that actually trigger a response cannot always be readily determined.
4. D) the steps of the generic model cannot be accomplished by any single individual.
5. E) the model does not consider the hierarchy of needs.

Answer:  C

Diff: 3   Type: MC   Page Ref: 105-106

Skill:  Recall
LO: 2

 

41) You are no longer satisfied with the MP3 player that you purchased two years ago as its memory is insufficient to meet your current needs. You are in which stage of the consumer purchase decision process?

1. A) need assessment
2. B) post-purchase evaluation
3. C) need definition
4. D) problem recognition
5. E) evaluation of alternatives

Answer:  D

Diff: 2   Type: MC   Page Ref: 106

Skill:  Applied
LO: 2

 

42) The convenience and expanding adoption of Internet technologies has most influenced which phase of the consumer purchase decision process?

1. A) information search
2. B) evaluation of alternatives
3. C) problem recognition
4. D) purchase decision
5. E) post-purchase evaluation

Answer:  A

Diff: 2   Type: MC   Page Ref: 106-107

Skill:  Recall
LO: 2

 

43) For most consumers, the purchase of a laptop computer would be considered

1. A) an effort purchase.
2. B) a complex purchase.
3. C) an evoked set.
4. D) a limited decision purchase.
5. E) a routine purchase.

Answer:  B

Diff: 2   Type: MC   Page Ref: 107-108

Skill:  Applied
LO: 2

44) For which of the following products is a customer most likely to experience cognitive dissonance?

1. A) a meal at a restaurant
2. B) an automobile
3. C) a package of chewing gum
4. D) a night’s stay at a hotel
5. E) a textbook

Answer:  B

Diff: 2   Type: MC   Page Ref: 108

Skill:  Applied
LO: 2

 

45) What type of purchase decision requires considerable time, effort, money, and a proper evaluation of alternatives?

1. A) limited
2. B) routine
3. C) complex
4. D) extensive
5. E) intensive

Answer:  C

Diff: 2   Type: MC   Page Ref: 107-108

Skill:  Recall
LO: 2

 

46) As the first hockey practice of the season draws near, Andrew’s mom realizes that his skates from last season will no longer fit her quickly growing son. Andrew’s mom is at what stage of the consumer purchase decision process?

1. A) evaluation of alternatives
2. B) problem recognition
3. C) purchase decision
4. D) awareness
5. E) cognitive dissonance

Answer:  B

Diff: 1   Type: MC   Page Ref: 106

Skill:  Applied
LO: 2

 

47) What is an evoked set for a consumer?

1. A) the steps a consumer takes when comparing competitive brands
2. B) a group of brands a consumer would consider accepting among competing brands
3. C) a group of other consumers in the same target market segment
4. D) the set of individual and social factors that affect purchase
5. E) a group of problems recognized in the decision-making process

Answer:  B

Diff: 2   Type: MC   Page Ref: 108

Skill:  Recall
LO: 2

48) The last step in the consumer purchase decision process is

1. A) making the actual purchase.
2. B) post-purchase evaluation.
3. C) evaluating alternatives.
4. D) identifying the right brand to buy.
5. E) deciding what to buy.

Answer:  B

Diff: 1   Type: MC   Page Ref: 108

Skill:  Recall
LO: 2

 

49) In which stage of the purchase decision process do consumers decide when to purchase and which retail outlet to purchase from?

1. A) secondary decision
2. B) information search
3. C) purchase decision
4. D) primary decision
5. E) evaluation of alternatives

Answer:  C

Diff: 1   Type: MC   Page Ref: 108

Skill:  Recall
LO: 2

 

50) A couple in the market for a Caribbean cruise vacation package is currently comparing the packages of three major cruise lines. At what stage of the decision-making process are they?

1. A) evaluation of alternatives
2. B) post-purchase evaluation
3. C) cognitive dissonance
4. D) problem recognition
5. E) information search

Answer:  A

Diff: 1   Type: MC   Page Ref: 107-108

Skill:  Applied

LO: 2

 

51) For the purchase of a new car, a BMW, Mercedes-Benz, Jaguar, Infiniti, and Cadillac represent a(n)

1. A) alternative set.
2. B) evoked set.
3. C) preference set.
4. D) decision set.
5. E) brand set.

Answer:  B

Diff: 2   Type: MC   Page Ref: 108

Skill:  Applied
LO: 2

52) Earl bought his usual morning cup of coffee at the local Second Cup. What type of purchase decision is this?

1. A) limited purchase decision
2. B) routine purchase decision
3. C) deferred purchase decision
4. D) complex purchase decision
5. E) cognitive purchase decision

Answer:  B

Diff: 2   Type: MC   Page Ref: 106

Skill:  Applied
LO: 2

 

53) The model that examines the factors that influence purchase decisions as well as consumer involvement is called the

1. A) motive matrix.
2. B) purchase frequency diagram.
3. C) consumer purchase decision continuum.
4. D) evaluation network.
5. E) consideration set.

Answer:  C

Diff: 2   Type: MC   Page Ref: 107

Skill:  Applied

LO: 2

 

54) If your product is not part of a consumer’s evoked set

1. A) it will contribute to cognitive dissonance.
2. B) your advertising campaigns have been successful.
3. C) it will not be considered for purchase.
4. D) it will not satisfy the customer’s needs if purchased.
5. E) it has performed well against the consumer’s evaluation criteria.

Answer:  C

Diff: 2   Type: MC   Page Ref: 108

Skill:  Recall
LO: 2

 

55) A condition that prompts action necessary to satisfy a need is a

1. A) motive.
2. B) perception.
3. C) goal.
4. D) lifestyle.
5. E) belief.

Answer:  A

Diff: 2   Type: MC   Page Ref: 109

Skill:  Recall
LO: 2

56) The need to excel is at which level of Maslow’s hierarchy of needs?

1. A) safety
2. B) physiological
3. C) esteem
4. D) psychological
5. E) social

Answer:  C

Diff: 2   Type: MC   Page Ref: 110

Skill:  Recall
LO: 3

 

57) Central to the hierarchy of needs theory is the belief that

1. A) behaviour is influenced by needs yet to be satisfied.
2. B) the higher the level of need satisfied, the more self-centred the individual is.
3. C) satisfied needs are strong motivators only at the lower levels of the hierarchy.
4. D) satisfied needs are strong motivators.
5. E) lower level needs do not need to be satisfied before an individual moves to a higher level.

Answer:  A

Diff: 3   Type: MC   Page Ref: 110

Skill:  Recall
LO: 3

 

58) “Distinguishing psychological characteristics that lead to relatively consistent and enduring responses to the environment in which a person lives” is called

1. A) personality.
2. B) self-image.
3. C) self-concept.
4. D) psychological profiling.
5. E) reference group.

Answer:  A

Diff: 2   Type: MC   Page Ref: 110

Skill:  Recall
LO: 3

 

59) According to self-concept theory, “real self” refers to

1. A) how you see yourself.
2. B) the way others see you.
3. C) the way you really are.
4. D) the way you think others see you.
5. E) how you would like to be.

Answer:  C

Diff: 2   Type: MC   Page Ref: 111

Skill:  Recall

LO: 3

 

60) The way you would like to be is your

1. A) ideal self.
2. B) real self.
3. C) looking-glass self.
4. D) self-image.
5. E) self-concept.

Answer:  A

Diff: 2   Type: MC   Page Ref: 111

Skill:  Recall
LO: 3

61) Selective retention refers to our tendency to

1. A) filter out information that is not factual.
2. B) remember what we are required to remember.
3. C) remember only what we want to remember.
4. D) filter out information that is in conflict with previously held attitudes and beliefs.
5. E) remember the most recent information.

Answer:  C

Diff: 2   Type: MC   Page Ref: 113

Skill:  Recall
LO: 3

 

62) An individual’s feelings toward a product or service is

1. A) an attitude.
2. B) a judgment.
3. C) a conviction.
4. D) an opinion.
5. E) a belief.

Answer:  A

Diff: 1   Type: MC   Page Ref: 112

Skill:  Recall
LO: 3

 

63) Lifestyle

1. A) is a person’s cultural attitude.
2. B) is expressed by Maslow’s hierarchy of needs.
3. C) usually ignores demographic variables.
4. D) is expressed by a person’s activities, interests, opinions, and values.
5. E) focuses on personality traits of individuals.

Answer:  D

Diff: 1   Type: MC   Page Ref: 113

Skill:  Recall
LO: 3

 

64) A group of people with common interests that influence its members’ attitudes and behaviour is a

1. A) reference group.
2. B) culture.
3. C) social class.
4. D) target market.
5. E) subculture.

Answer:  A

Diff: 1   Type: MC   Page Ref: 117

Skill:  Recall
LO: 4

 

65) Which of the following is a correct statement about the role of women in decision making?

1. A) Twenty-five percent of home improvement projects are influenced by women.
2. B) Fifty-five percent of women make the daily financial decisions.
3. C) Women make or influence 30% of stock purchases.
4. D) Women make or influence 60% of all new car purchase decisions.
5. E) Women make fewer household purchase decisions because they are now more frequently working outside of the home.

Answer:  B

Diff: 2   Type: MC   Page Ref: 117

Skill:  Recall
LO: 4

66) Devising a single marketing strategy for both sexes is called

1. A) co-targeting.
2. B) uniform targeting.
3. C) double targeting.
4. D) unisex targeting.
5. E) dual targeting.

Answer:  C

Diff: 2   Type: MC   Page Ref: 118

Skill:  Recall
LO: 4

 

67) Burton’s “Welcome to Winter” advertising campaign, which conveys messages of individuality and empowerment, appeals to which level in the hierarchy of needs?

1. A) social
2. B) safety
3. C) physiological
4. D) esteem
5. E) self-actualization

Answer:  E

Diff: 3   Type: MC   Page Ref: 110

Skill:  Applied
LO: 3

 

68) An advertisement for a home alarm system appeals to which of the following types of needs?

1. A) physiological
2. B) self-actualization
3. C) safety
4. D) social
5. E) esteem

Answer:  C

Diff: 1   Type: MC   Page Ref: 110

Skill:  Applied
LO: 3

 

69) According to the hierarchy of needs model, a rising executive’s motivation to satisfy esteem needs is a result of

1. A) his colleagues.
2. B) not all of his lower needs being satisfied.
3. C) pressure from his family.
4. D) his personality type.
5. E) his esteem needs that have yet to be satisfied.

Answer:  E

Diff: 3   Type: MC   Page Ref: 110

Skill:  Applied
LO: 3

 

70) A sporting goods company advertises its products by showing young Canadians playing sports and camping together. This campaign appeals to what type of need?

1. A) esteem
2. B) physiological
3. C) safety
4. D) social
5. E) self-actualization

Answer:  D

Diff: 2   Type: MC   Page Ref: 110

Skill:  Applied
LO: 3

71) Alexina is a 9-year-old tennis player. She returned from school one day and asked her mother to buy her a pair of Nike tennis shoes, just like the ones worn by Serena Williams. The self-concept theory tells us that Alexina is looking at

1. A) her peer self.
2. B) her real self.
3. C) her true self.
4. D) her ideal self.
5. E) her aspiring self.

Answer:  D

Diff: 3   Type: MC   Page Ref: 111

Skill:  Applied
LO: 3

 

72) Which of the following components of the self-concept theory best describes an individual’s motivation to improve his or her image by purchasing a health club membership?

1. A) self-centred
2. B) looking-glass self
3. C) real self
4. D) ideal self
5. E) self-image

Answer:  D

Diff: 3   Type: MC   Page Ref: 111

Skill:  Applied
LO: 3

 

73) Which of Maslow’s needs does advertising for services like hair replacement and fitness programs attempt to satisfy?

1. A) esteem
2. B) social
3. C) self-actualization
4. D) psychological
5. E) safety

Answer:  A

Diff: 2   Type: MC   Page Ref: 110

Skill:  Applied
LO: 3

 

74) Voters who screen out criticism of political candidates whom they have supported for years are practising

1. A) secondary retention.
2. B) selective perception.
3. C) selective absorption.
4. D) selective exposure.
5. E) secondary perception.

Answer:  B

Diff: 3   Type: MC   Page Ref: 113

Skill:  Applied
LO: 3

75) Among the following activities, the most expensive one for a marketing manager of a long-distance telephone service provider would be to

1. A) strengthen existing positive attitudes.
2. B) appeal to existing attitudes.
3. C) discover the attitudes of a firm’s target market.
4. D) change existing negative attitudes toward the service.
5. E) create a new attitude toward the service.

Answer:  D

Diff: 2   Type: MC   Page Ref: 112

Skill:  Applied
LO: 3

 

76) When a customer is in the market for a new car, what element of perception is important to marketers?

1. A) selective retention
2. B) selective perception
3. C) selective exposure
4. D) perceptual reality
5. E) perceptual acuity

Answer:  C

Diff: 3   Type: MC   Page Ref: 113

Skill:  Applied
LO: 3

 

77) Healthier eating is a trend based on one’s

1. A) culture.
2. B) personality.
3. C) attitudes.
4. D) lifestyle.
5. E) beliefs.

Answer:  D

Diff: 2   Type: MC   Page Ref: 113

Skill:  Applied
LO: 3

 

78) Which one of the following purchases would be most influenced by a young person’s reference group?

1. A) cereal
2. B) shoes
3. C) legal advice
4. D) antiperspirant
5. E) kitchen appliance

Answer:  B

Diff: 3   Type: MC   Page Ref: 117

Skill:  Applied
LO: 4

79) Profiles based on information regarding a consumer’s activities, interests, and opinions are called

1. A) behavioural profiles.
2. B) psychographic profiles.
3. C) demographic profiles.
4. D) lifestyle profiles.
5. E) value profiles.

Answer:  B

Diff: 2   Type: MC   Page Ref: 114

Skill:  Recall
LO: 3

 

80) Melissa is thinking about buying a new smartphone. Her friends, who will have some influence on Melissa’s purchase, represent her

1. A) social group.
2. B) endorsement group.
3. C) reference group.
4. D) lifestyle group.
5. E) cognitive group.

Answer:  C

Diff: 2   Type: MC   Page Ref: 117

Skill:  Applied
LO: 4

 

81) Many North American consumers believe that North American car brands are inferior in quality to foreign competitors. Despite frequent advertising campaigns to the contrary, North American car manufacturers are struggling to change this attitude. Even when the message is received, consumers believe it is untrue. This is an example of the influence of

1. A) social class.
2. B) repositioning resistance.
3. C) attitude change.
4. D) selective perception.
5. E) patriotic dualism.

Answer:  D

Diff: 2   Type: MC   Page Ref: 113

Skill:  Applied
LO: 3

 

82) The Hell’s Angels motorcycle gang has been described as a subculture because it is a group that

1. A) consists of a large visible minority.
2. B) has distinctive attitudes and values.
3. C) has underground political tendencies.
4. D) is representative of the norms of society as a whole.
5. E) is a unified targetable group.

Answer:  B

Diff: 3   Type: MC   Page Ref: 120

Skill:  Applied
LO: 4

83) At the conclusion of a marketing research study, a manufacturer of environmentally friendly household cleaning products was startled to learn that their products were purchased by consumers across a broad age spectrum. They had believed that their market was the younger generation. What will better describe the key features of the target market than demographics?

1. A) psychographics
2. B) economics
3. C) subculture
4. D) income
5. E) perception

Answer:  A

Diff: 2   Type: MC   Page Ref: 114

Skill:  Applied
LO: 3

 

84) In 2010 gas prices rose to $1.40 a litre in Canada and demand for small cars increased. In 2011 gas prices dropped and demand for small cars decreased. What does this phenomenon tell a marketer?

1. A) consumers are predictable
2. B) continually monitor consumer buying motivations
3. C) only focus on small cars when gas prices are rising
4. D) consumers are always short-term planners
5. E) cars are predictable

Answer:  B

Diff: 3   Type: MC   Page Ref: 109

Skill:  Applied
LO: 3

 

85) Recent studies have shown that young Canadian children

1. A) learn how to play computer games before they can write their names.
2. B) lag behind many other countries in their use of technology.
3. C) are less interested in technology because their parents are not millennials.
4. D) will only be interested in products that have a technological component.
5. E) will only respond to commercials with identifiable characters like Cookie Monster.

Answer:  A

Diff: 2   Type: MC   Page Ref: 116

Skill:  Recall
LO: 3

 

86) A family has chosen to spend the afternoon at the movies. Which of the following is most likely to influence their decision regarding which movie to see?

1. A) television commercials aired during the nightly news
2. B) recommendations from friends
3. C) the preferences of the children of the family
4. D) recent newspaper print advertising
5. E) point-of-sale promotions at the theatre

Answer:  C

Diff: 2   Type: MC   Page Ref: 117

Skill:  Applied
LO: 4

87) Mary purchased a computer for $1500. Although she has installed the computer in her office, she continues to compare prices. Mary is practising

1. A) selective retention.
2. B) cognitive dissonance.
3. C) selective exposure.
4. D) risk aversion.
5. E) familiar purchase aversion.

Answer:  B

Diff: 2   Type: MC   Page Ref: 108

Skill:  Applied
LO: 2

 

88) Jason has just secured a junior marketing executive position in Vancouver. Although he is earning a great salary, he’s just starting out and finding it hard to make ends meet. Despite this, he feels he must purchase the same type of designer suits that are worn by others in his office in order to “fit in.” Which of the following is influencing Jason’s buying behaviour?

1. A) self-image
2. B) real self
3. C) selective perception
4. D) looking-glass self
5. E) self-perception

Answer:  D

Diff: 3   Type: MC   Page Ref: 111

Skill:  Applied
LO: 3

 

89) Explain how marketing research into consumer behaviour is used by companies to develop marketing strategies. Provide two examples.

Answer:  Information acquired through marketing research gives marketers a better understanding of the factors that influence the buying decision and motivate the consumer to purchase. Through identification and understanding of these factors, marketers are better able to develop and implement pricing, product, distribution, and marketing communications strategies that will fit with consumer needs and expectations.

Examples from the text include:

• The North Face partnering with IBM’s powerful AI computer, Watson, to create new products and enhance shopping experiences
• Companies increasing their use of Instagram, YouTube, and Snapchat to reach more millennial consumers
• Organizations initiating follow-up with consumers to ensure they don’t experience cognitive dissonance
• Brands such as L’Oreal Men and Biotherm offering products to men that were once available only to women based on research into men’s self-image
• Companies like GoldieBlox addressing shifting attitudes towards helping girls attain more proficiency in engineering
• The increase in subscription boxes based on marketing research into consumer lifestyles
• iPhone advertising that uses Cookie Monster to build trust with millennials and their parents
• Companies associating with brands that are already popular within a given reference group (like Samsung, Apple, Nike, and the youth market)

Diff: 2   Type: ES   Page Ref: 105-124

Skill:  Recall
LO: 1

 

90) List and explain how marketing variables can be manipulated in such a way that they have an influence on consumer behaviour.

Answer:

– Product: the look and packaging should emphasize benefits based on needs to help in problem recognition

– Price: different appeal for different target markets to help in evaluation of alternatives and purchase decision

– Distribution: where to purchase, including online, to help in evaluation of alternatives, information search, and purchase decision

– Marketing communications: create messages addressing all stages of the consumer purchase decision process

Diff: 2   Type: ES   Page Ref: 105-124

Skill:  Applied
LO: 1

91) Explain how a hair salon can use the strategy of double targeting in its marketing effort. What is the risk?

Answer:  The salon can use a “unisex” appeal and market its services using one strategy for both genders. The risk involved is that potential clients, male and female, may be confused and not understand if the salon caters to both. Another risk is that their most important target market might not engage with the new message.

Diff: 3   Type: ES   Page Ref: 118

Skill:  Applied
LO: 4

 

92) From where do customers acquire information during the “information search” phase of the consumer purchase decision process? Identify the four types of sources and give an example of each.

Answer:

– Internal sources: personal experience with similar products and various brands

– Personal sources: friends, relatives, coworkers, opinion leaders

– Public sources: product review publications, newspaper or magazine articles or their websites, blogs, Facebook and other social media

– Commercial sources: the marketing activities of companies

Diff: 2   Type: ES   Page Ref: 106

Skill:  Recall
LO: 2

 

93) Using the purchase of a gym membership as an example, outline the various steps in the consumer decision-making process.

Answer:

– Problem recognition: need for recreation, exercise

– Information search: personal experience at same or similar facilities, fitness magazines, recommendations from friends, Internet

– Evaluation of alternatives: consider price, layout, distance to drive, equipment available; then establish an evoked set of gyms that are possibilities

– Purchase decision: consider personal financial situation, hours of operation, level of service from the trainers; then make choice

– Post-purchase evaluation: cognitive dissonance: “Should I have paid this much for a membership?”; “Would another gym have been better for me?” To relieve this inner conflict, you could talk to a friend who has worked out at that gym, reread any printed information from the gym, talk to the staff

Diff: 2   Type: ES   Page Ref: 105-108

Skill:  Applied

LO: 2

 

94) What is cognitive dissonance? Why is it important to marketers and how can they manage its effects on the consumer?

Answer:  Cognitive dissonance is defined as the unsettled state of mind experienced by an individual after he or she has taken action. Consumers may experience this in the post-purchase evaluation stage of the purchase process as they question the wisdom of their purchase decision. If a consumer concludes that their purchase was an error, their attitudes toward the product/service and the company could be negatively impacted in the long term. Marketers can reinforce the wisdom of the customer’s choice through appropriate follow-up communications with the customer that work to develop a positive, long-term relationship with the customer.

Diff: 2   Type: ES   Page Ref: 108

Skill:  Recall
LO: 2

95) Describe the differences between routine and complex purchases and give examples for each.

Answer:

– Routine purchases: consumers experience low risk and have experienced the purchase often. Purchases take little decision time and minimal evaluation. Consumers prefer their usual brand and purchase frequently, often habitually. Examples include food, chewing gum, chocolate bars, sports beverages, and so on.

– Complex purchases: purchases carry high risk and are purchased rarely. Much time is spent evaluating alternatives, and consumers are very open to consideration of new products. Examples include cars, computers, post-secondary education.

Diff: 2   Type: ES   Page Ref: 107-108

Skill:  Recall
LO: 2

 

96) Classify each of the following products or services according to the level of needs each satisfies: headache medication, membership to fitness centre, liposuction, car insurance, post-secondary tuition

Answer:

– headache medication: physiological

– fitness membership: physiological, esteem, social

– liposuction: esteem

– car insurance: safety

– post-secondary tuition: self-actualization

Diff: 2   Type: ES   Page Ref: 110

Skill:  Applied
LO: 3

 

97) Jack just purchased a Porsche automobile. According to Maslow’s hierarchy of needs, detail what specific needs are being met by this purchase. What specific needs have already been met to give Jack the freedom to consider such a purchase? What would be other important influences in this decision?

Answer:

– Maslow’s hierarchy of needs: Esteem and possibly social needs are being met with this purchase, which implies that physiological and safety needs have already been met.

– Self-concept theory: looking-glass self and ideal self

– Social influences: lifestyle, reference groups

– Personal influences: lifestyle, economic situation, age and stage of life cycle

Diff: 2   Type: ES   Page Ref: 110

Skill:  Applied
LO: 3

 

98) A major brewery uses young, attractive, athletic men and women in its commercials. Identify and explain the type of social influence and self-concept that is indicated here.

Answer:

– Reference groups: models in the commercial influence viewers who would like to be associated with this type of person; viewers may feel that if they purchase this type of beer, then they will be able to “join” this group.

– Self-concept: commercials speak to the ideal self; what customers aspire to be.

Diff: 2   Type: ES   Page Ref: 110-111

Skill:  Applied
LO: 3

 

99) Describe the lifestyle of a typical young executive in the lower-upper class. How does an executive move into this class?

Answer:  The young executive would move into the lower-upper class simply by gaining a higher corporate position with more power, responsibility and salary. If single, he or she would likely live downtown, drive a car that reflects success, wear custom clothing, and dine out frequently at trendy dining spots.

Diff: 2   Type: ES   Page Ref: 118-119

Skill:  Applied
LO: 4

 

100) Describe and explain an example of a subculture in Canada. Why do you consider it a subculture and why does this matter to marketers?

Answer:  In general, a subculture is a subgroup of a culture that is set apart from the basic culture by its distinct attitudes, values, and behaviour. This information is important to marketers so that they can develop marketing activities that satisfy the unique needs of the subculture. Examples of subcultures in Canada include Chinese Canadians and South Asians in Toronto and Vancouver, and the francophone community in Quebec.

Diff: 2   Type: ES   Page Ref: 120-124

Skill:  Applied
LO: 4

 

101) Explain how the cyclical nature of the economy affects consumer buying behaviour.

Answer:  In a recession, high inflation, unemployment, and high interest rates will cause consumers to delay making major purchases such as houses, cars, and appliances and will make what they already own last as long as possible.

If the economy strengthens, consumers will purchase more goods and services as they take advantage of trends such as lower mortgage rates and more available credit due to a stronger personal employment situation.

Diff: 2   Type: ES   Page Ref: 116-117

Skill:  Recall
LO: 3

 

102) Give an example of a product that you would expect to be marketed differently in Quebec compared with Toronto, and describe how the marketing would differ.

Answer:  Focus on a product that relates to the uniqueness of Quebecers and is something they value, such as quality food. Quebecers spend more on food purchases in specialty stores. An example could be a quality, traditional prepared food.

Diff: 3   Type: ES   Page Ref: 122-123

Skill:  Applied
LO: 4

103) What are “evaluation criteria” and why are they important to marketers?

Answer:  Evaluation criteria are the set of required or desired attributes that a customer has for any given product or service. When choosing between alternative products or services, a customer will review the options and determine which best fits these expectations. Marketers need to know what the desired attributes are for their product so that they can ensure it delivers these expectations, and they must convey these features in their communications strategies.

Diff: 2   Type: ES   Page Ref: 107-108

Skill:  Recall
LO: 2

 

104) Explain the changing shape of Canadian families, and how this social shift is impacting marketing activities.
Answer: Today the lines between the sexes are blurring. Marketers must keep abreast of these trends to better initiate marketing strategies and develop stronger relationships with consumers. Women are experiencing increased financial influence—with 31% earning more than their husbands and 20% earning about the same, and 92% of Canadian women solely or jointly responsible for family finances and 55% making the daily financial decisions. Marketers can no longer make assumptions about who the primary buyer is. They must adapt by employing double targeting (a single strategy for both sexes).

Another example is that of the increased influence of children in the decision-making process. Nearly three out of every five parents consult their children before buying a car—an increase of almost 20% over three years.
Diff: 2 Type: ES         Page Ref: 117-118
Type: Recall
LO: 4

 

105) Using the example of your current level of physical fitness, explain the self-concept theory.

Answer:

– Real self: this represents your actual state of physical fitness

– Self-image: this is how you see yourself; although you may not be technically overweight, you see yourself as being overweight

– Looking-glass self: you think others see you as being overweight

– Ideal self: you would like to look like the “after” picture in most fitness ads

Diff: 2   Type: ES   Page Ref: 111

Skill:  Applied
LO: 3

 

106) Using the example of sitting through a lengthy lecture in college, explain the three levels of selectivity as they relate to perception.

Answer:

– Selective exposure: you notice only information that is of interest to you at the time of the lecture; content and presentation techniques are factors

– Selective perception: you screen out any information that the lecturer is presenting that is in conflict with your attitudes and beliefs

– Selective retention: you retain only the information from the lecture that you want to retain, such as information you know will be on the exam

Diff: 3   Type: ES   Page Ref: 113

Skill:  Applied
LO: 3

107) “People either need things or they don’t. Marketing doesn’t change a person’s needs.” Do you agree with these statements? Explain your position.

Answer:  Marketers can influence a customer’s perception of needs. Needs are developed or brought to the foreground of consumers’ minds when product benefits are presented to them in an interesting manner (e.g., in conjunction with a lifestyle that the targeted consumers associate themselves with) so that they are motivated to purchase the product or service. Through effective communications strategies, marketers can demonstrate to consumers that they are without something that would be useful to them and bring them to the realization that they have a need.

Diff: 2   Type: ES   Page Ref: 109-110

Skill:  Recall

LO: 3

 

108) Identify the influences affecting consumer purchase decisions and indicate what marketers can do knowing this.

Answer:

– Psychological: Marketers can attempt to educate consumers on benefits related to needs and develop messaging that resonates with the values, attitudes, and beliefs of their target market. Personality and attitudes change little, or only incrementally. People screen out messages that conflict with previously held beliefs.

– Social/Cultural: Marketers can gain acceptance in a relevant reference group. Marketers can plan marketing mix variables to meet the needs of subcultures and various social classes.

– Personal: Marketers can develop relevant messages to various target groups defined by age, lifestyle, technology, or economic situation.

Diff: 2   Type: ES   Page Ref: 107-124

Skill:  Applied
LO: 1; 3; 4