Marketing Exam Questions PDF

Question 1 The product life cycle is useful in describing the phases a product moves through from launch to discontinuation, but the PLC also helps marketers, in: Question 1 options: 1\. choosing the appropriate communication tools at each phase of the cycle. 2\. budgeting the marketing spend....

Question 1 The product life cycle is useful in describing the phases a product moves through from launch to discontinuation, but the PLC also helps marketers, in: Question 1 options: 1\. choosing the appropriate communication tools at each phase of the cycle. 2\. budgeting the marketing spend. 3\. meeting product demand. 4\. creating the most effective messaging for the product. Question 2   The frequency of a promotional communication is best described, as the: Question 2 options: 1\. number of times a particular advertisement is used in a promotional campaign. 2\. number of times the target audience is exposed to the communication vehicle or the communication message. 3\. measure of whether a target audience actually remembers a specific advertisement or communication. 4\. Number of times a target audience member will see campaign communications over a 24-hour period. Question 3   JEA Pvt. Ltd., a cellphone manufacturing company, focuses on the pull communication strategy. In a pull strategy, the company will focus its marketing communication efforts on: Question 3 options: 1\. wholesalers 2\. retailers 3\. consumers 4\. suppliers Question 4   Loyalty programs are continuity programs that reward customers for ongoing purchases with: Question 4 options: 1\. redeemable points 2\. special discounts 3\. high-value gifts 4\. product samples Question 5   The Marvel action movies are all examples of: Question 5 options: 1\. event marketing 2\. branded entertainment 3\. sponsorship 4\. push strategy Question 6   Of the following, the most popular app in Canada by monthly active users, is: Question 6 options: 1\. Instagram 2\. Facebook 3\. Netflix 4\. Amazon Question 7 The principal difference of social media releases versus traditional media release formats, is: Question 7 options: 1\. social media releases use online multimedia to communicate with recipients. 2\. social media releases are sent to social media sites, only. 3\. social media releases require a separate printable version for many media contacts. 4\. social media releases are less accepted by the established media outlets. Question 8   One important element of direct response marketing that differentiates it from all other marketing tools, is that it: Question 8 options: 1\. communicates with consumers in a targeted and personalized way. 2\. is compatible with online and traditional marketing tools. 3\. includes a direct call to action for recipients. 4\. is a single tactical tool implemented over an extended time periods. Question 9      Marketers use YouTube to upload videos that are: Question 9 options: 1\. designed to go viral 2\. to entertain 3\. to engage partnership marketing 4\. to stay competitive customer valuation Question 10   Charles has just got a new job as a social media marketer. He is looking at a variety of social media tools. The company deals with products that need a visual component on the net. What tool should Charles suggest to his boss? Question 10 options: 1\. Instagram 2\. LinkedIn 3\. Facebook 4\. Twitter Question 11   A business selling commercial farm equipment sells a base model tractor at \$11,000. For each tractor sold, the \$11,000 represents: Question 11 options: 1\. profit 2\. revenue 3\. fair exchange 4\. fixed revenues Question 12   Which is not an identified pricing constraint? Question 12 options: 1\. Competitors\' Prices 2\. Cost of Producing and Marketing the Product 3\. Newness of the Product 4\. Market share Question 13   A high initial price used by companies to help recover research and development costs is called a \_\_\_\_\_ strategy. Question 13 options: 1\. penetration pricing 2\. yield management pricing 3\. price skimming 4\. prestige pricing Question 14 Marvel Comics sells over 10M comic books, each year. In its financial calculations, Marvel accounts for all the ink, paper, and direct labour required to produce the comics. These elements represent what type of cost to Marvel? Question 14 options: 1\. Variable costs 2\. Fixed costs 3\. Undeclared costs 4\. Gross margin Question 15   Free-on-board (FOB) origin pricing is a method of pricing where the: Question 15 options: 1\. title of goods remains with the manufacturer until sold to the ultimate consumer. 2\. title of goods passes to the buyer upon arrival at the final destination. 3\. title of goods passes to the buyer at the point of loading. 4\. price the seller sets includes all transportation costs. Question 16   Bright @ Night allows its independent members, retailers of lighting fixtures, to concentrate their buying power and to plan collaborative promotional and pricing activities. Bright @ Night is a \_\_\_\_\_. Question 16 options: 1\. manufacturer\'s agent 2\. contractual system 3\. corporate chain 4\. joint venture Question 17   Stores that carry a considerable assortment (depth) of a related line of items are called: Question 17 options: 1\. limited-line stores 2\. general merchandise stores 3\. scrambled merchandise stores 4\. hypermarkets Question 18   Costco offers pharmacy, optical, and auto services in most of its Canadian stores. This combination of common and frequent additional products provides Costco\'s customers with which type of utility? Question 18 options: 1\. Time 2\. Place 3\. Possession 4\. Form Question 19   A community shopping centre is a: Question 19 options: 1\. suburban mall containing up to 100 stores, often including one or two anchor stores, with a typical driving distance of over 5 to 15 kilometres from the city centre. 2\. cluster of stores in a downtown area. 3\. retail location that has one primary store and often about 20 to 40 smaller outlets and serves those who are within a 2- to 5-kilometre drive. 4\. cluster of stores that serves people who are within a 5- to 10-minute drive and live in a population base under 30,000. Question 20   What level of retail service do home building-supply outlets, discount stores, and catalogue showrooms typically provide? Question 20 options: 1\. Full service 2\. Limited service 3\. Self-service 4\. Customized service Question 21   Players on the Jade Soccer team, and their fans, wear sweatshirts displaying the team\'s logo. They are an example of a(n) \_\_\_\_\_ group. Question 21 options: 1\. dissociative 2\. aspiration 3\. membership 4\. identification Question 22   In the hierarchy of needs, self-preservation and physical well-being are examples of \_\_\_\_\_ needs. Question 22 options: 1\. safety 2\. esteem 3\. self-actualization 4\. social Question 23   Charlie plans to purchase a car to drive to his new office in the suburbs. He begins noticing car ads that he had not noticed previously. This is an example of: Question 23 options: 1\. selective exposure. 2\. subliminal perception. 3\. retention. 4\. tuning out. Question 24  \_\_\_\_\_ is a favourable attitude toward and consistent purchase of a single brand over time. Question 24 options: 1\. Brand bias 2\. Brand discrimination 3\. Brand loyalty 4\. Behavioural learning Question 25   The largest Canadian subculture is: Question 25 options: 1\. French Canadians. 2\. Irish Canadians. 3\. Chinese Canadians. 4\. Italian Canadians. **Marketing Final Exam Multiple Choice Review** **Chapter 12** Pharmaceutical companies historically marketed only to doctors. More recently, they have spent millions of dollars to advertise prescription drugs directly to consumers. These pharmaceutical companies are using a \_\_\_\_\_\_\_\_\_\_ strategy. Top of Form Multiple Choice 1. multichannel 2. push 3. direct marketing 4. hook 5. **pull** Outbound marketing refers to: Top of Form Multiple Choice 1. a communications approach that coordinates all promotional activities towards a target audience. 2. when consumer find the product and messaging using online techniques facilitated by marketers. 3. any communication between a company and consumers. 4. an approach that focuses on targeted consumers only after they have reached out to the company. 5. **the traditional approach where marketers find consumers through widely broadcast methods.**Bottom of Form The offer of one free pizza with the purchase of two pizzas at the regular price might appeal to you. This offer is an example of a: Top of Form Multiple Choice 1. mass-market sales promotion 2. trade-oriented sales promotion 3. **consumer-oriented sales promotion** 4. consumer enticement 5. seller-induced sales promotions One of the advantages associated with radio as an advertising medium is that it: 6. Top of Form Multiple Choice 1. has a long exposure time. 2. has its highest listening time from 6:00 PM to 12:00 AM. 3. has fewer stations that broadcast television. 4. is relatively simple to convey complex messages. 5. **is a segmented medium.** A communications approach that takes consumers from initial product awareness through to brand advocacy is: Top of Form Multiple Choice 1. integrated marketing communications 2. **customer advocacy funnel** 3. customer action funnel 4. push and pull strategies 5. segment marketing Which of the following is [NOT] a consumer-oriented sales promotion? Multiple Choice 1.  Loyalty program 2.  Rebate 3.  Deal 4.  Sweepstakes **5.**  **Merchandise allowance** The three basic approaches to setting an advertising schedule are: Top of Form Multiple Choice 1. budget, product demand, media habits of target market 2. buyer turnover, purchase frequency, forgetting rate 3. frequency, reach, budget 4. **continuous (steady) schedule, flighting (intermittent) schedule, pulse (burst) schedule.** 5. continuous, steady, pulse Which statement best reflects modern marketing communications? Top of Form Multiple Choice 1. Modern consumers have little choice over how and when they receive communications. 2. Broadcast television remains the dominant force across all demographic groups. 3. The increase in use of digital communications has been accompanied by increases in traditional communications choices. 4. **The lines are blurred between reality, entertainment, self-expression and marketing communications.** 5. There has been a movement away from coordinated marketing communications. E-mail marketing and pay-per-click ads are examples of \_\_\_\_\_\_\_\_ marketing. Top of Form Multiple Choice 1. **Outbound and inbound.** 2. Push and pull 3. Integrated and communications 4. Pull and push 5. Inbound and outbound The McDonald\'s \"Monopoly\" game is an example of which type of promotion? Top of Form Multiple Choice 1. Publicity 2. Personal selling 3. Direct marketing 4. Advertising 5. **Sales promotion** Each day, adults in Canada use some form of media \_\_\_\_\_\_\_\_hours per day. Top of Form Multiple Choice 1. less than 5 hours 2. less than 15 hours 3. less than 10 hours but more than 5 hours 4. **more than 10 hours but less than 15 hours** 5. less than 20 hours but more than 15 hours**Bottom of Form** In terms of being digitally connected, Canadian consumers:Top of Form Multiple Choice 1. lag behind many countries but are beginning to embrace the technologies. 2. have generally chosen to back away from 24/7 access. 3. lag behind most European and Asian countries. 4. maintain a preference for desktop or laptop computers. 5. **are among the most connected in the world.** A communications approach that coordinates all promotional activities to provide a consistent message to a target audience is called: Top of Form Multiple Choice 1. Marketing 2. Social Networking Management 3. **Integrated Marketing Communications** 4. IIM Marketing 5. Multiple Message Marketing To which element of the marketing mix is viral marketing most closely related? Top of Form Multiple Choice 1. Media selection 2. Product 3. Price 4. **Promotion** 5. Place For marketers, the primary objective of a premium is to: Top of Form Multiple Choice 1. increase trial and retaliate against competitors\' actions. 2. **encourage customers to return frequently or to use more of the product.** 3. encourage new product trial. 4. generate store traffic. 5. minimize brand-switching behaviour.Bottom of Form Billboard advertising is most effective for \_\_\_\_\_\_\_\_\_\_ advertising. Top of Form Multiple Choice 1. advocacy 2. comparative 3. pioneering 4. reinforcement 5. **competitiveBottom of Form** A few years ago, Young and Rubicam, Inc. developed the \"Softer Side of Sears\" campaign to target middle-income women. This agency provided marketing research, media selection, copy development, artwork, and production services for Sears. Young and Rubicam is an example of a(n): Top of Form Multiple Choice 1. image consultant. 2. consulting firm. 3. limited-service advertising agency. 4. in-house agency. 5. **broad-spectrum advertising agency.Bottom of Form** During the pre-approach stage of the personal selling process, salespeople gather information about prospects using the following methods, which include all of the following [EXCEPT]: Top of Form Multiple Choice 1. observing prospects. 2. own salespeople. 3. **exhibits at trade shows, professional meetings, conferences.** 4. a salesperson\'s own experience. 5. from the prospect via telephone.**Bottom of Form** Earned media refers to: Top of Form Multiple Choice 1. the media time that is purchased by a company. 2. the media channels a company owns or controls. 3. **free publicity gained through gained through unpaid mentions and consumer word-of-mouth.** 4. media credits gained through volume discounts. 5. paid-for mentions by celebrity endorsers and professional agents.**Bottom of Form** Which of the following statements is an example of personal selling? Top of Form Multiple Choice 1. **A Tupperware consultant demonstrates the firm\'s products to you and your friends in the comfort of your home.** 2. You watch an infomercial for the Magic Bullet and purchase one. 3. You purchase a three-year subscription to *Martha Stewart Living magazine* by returning a prepaid postcard. 4. You purchase diabetic test strips at a local Walgreens. 5. You purchase an 18-carat gold wristwatch on e-Bay.**Bottom of Form** What is the promotional objective of the decline stage of the product life cycle? Top of Form Multiple Choice 1. **Minimize spending** 2. Compare 3. Remind 4. Inform 5. Persuade**Bottom of Form** **Chapter 13** Direct response marketing is a tool designed to communicate with consumers in a targeted and personalized way using either traditional or online approaches. In addition, unique to direct response marketing is: Top of Form Multiple Choice 1. its focus on building long-term relationships between the company and consumer 2. its goal to create traffic generation. 3. its goal to create lead generation. 4. its short-term communication blasts. 5. **the inclusion of a call to action for consumers.** The Word-of-Mouth Marketing Association states that 72% of respondents claim that reviews: Top of Form Multiple Choice 1. are irrelevant. 2. have shortened the consumer purchase decision process. 3. the only thing that matters when making a decision. 4. **from friend and family influence their decision.** 5. have no impact on their purchasing decision.**Bottom of Form** Search engine optimization and pay-per-click advertising are the two components of: Top of Form Multiple Choice 1. corporate websites 2. social media marketing 3. word of mouth marketing 4. **search engine marketing** 5. promotional websites Facebook is: Top of Form Multiple Choice 1. a business-oriented website that lets users post their profiles and connect to a network for businesspeople. 2. a website that enables users to send and receive messages up to 140 characters long. 3. **a social networking site that allows for people to exchange photos, videos and comments.** 4. a video-sharing website in which users can upload, distribute and view videos. 5. an information site that allows users to connect through e-mail. When smartphones are integrated into marketing programs, this is called: Top of Form Multiple Choice 1. multicultural marketing 2. Gen Y marketing 3. **mobile marketing** 4. multitasking marketing 5. social networking management Email marketing has continued to grow in popularity. One significant change, however, is: Top of Form Multiple Choice 1. **The need to use \"opt in\" email where consumer sign up and give permission.** 2. The lowered consumer protections from spam emails. 3. The need to send out blast emails across broad groups with the hope that some are opened. 4. The increased costs of sending out email blasts. 5. A reduction in the percentage of consumers who wish to receive emails from companies they know.Bottom of Form \_\_\_\_\_\_ involves a company paying a fee in exchange for inclusion in an event, involvement in its advertising opportunities, or exposure within the event itself.Top of Form Multiple Choice 1. Advertising 2. **Sponsorship** 3. Public relations 4. Event marketing 5. Direct responseBottom of Form What is the social media site that is primarily used for professional networking?Top of Form Multiple Choice 1. **LinkedIn.** 2. Twitter. 3. Pinterest. 4. YouTube. 5. Facebook.Bottom of Form In direct response marketing programs, metrics such as lead, and traffic generation are used to evaluate the programs success. An example of lead generation is \_\_\_\_\_\_\_\_\_\_ and an example of traffic generation is \_\_\_\_\_\_\_.Top of Form Multiple Choice 1. a request for a sales presentation; getting stuck in traffic going to the sales presentation 2. a customer's visit to the company's website; a request for additional information 3. its short-term communication blasts; a resultant visit to the business location 4. **a request for additional information; a customer's visit to the company's website** 5. getting stuck in traffic going to the sales presentation; a request for a sales presentation Bottom of Form Which of the following is NOT an external trend that affects the use of mobile marketing? Top of Form Multiple Choice 1. People use mobile devices to make purchases. 2. People research products on their devices. 3. Mobile devices are used at home, at work, and in our social spaces. 4. **Smartphone and tablets are not as popular as laptops and desktop computers.** 5. People use mobile devices multiple times a day. Bottom of FormSpecial events, lobbying efforts, and press conferences are examples of \_\_\_\_\_\_\_\_ tools. Top of Form Multiple Choice 1. direct marketing 2. **public relations.** 3. personal selling 4. advertising 5. sales promotionBottom of Form Which of the following are NOT among the new digital tools available to marketers? Top of Form Multiple Choice 1. Social media 2. Display advertising 3. Micro-sites 4. Affiliate marketing 5. **Traditional mail** Mobile messaging comes in all of the following forms EXCEPT: Top of Form Multiple Choice 1. **matrix 2D barcodes** 2. short messaging services 3. common short codes 4. multimedia messaging services 5. e-mail messaging What is a wiki? Top of Form Multiple Choice 1. **A website whose content is created and edited by the ongoing collaboration of end users.** 2. A web page that serves as a publicly accessible personal journal and online forum for an individual or organization. 3. An unique type of internet browser where search results are personalized for each user. 4. A business-oriented website that lets users create profiles for professional networking. 5. A website where users create a personal profile, add \"friends,\" and exchange messages and photos with them.Bottom of Form The process of purchasing an item online through a mobile device is called: Top of Form Multiple Choice 1. proximity marketing 2. mobile wallet 3. showrooming 4. **m-commerce** 5. cost-per-acquisition **Chapter 9** Functional or trade discounts are offered to resellers in the marketing channel on the basis of the marketing activities they are expected to perform in the future and: Top of Form Multiple Choice 1. **where they are in the channel.** 2. when orders are placed. 3. the frequency of the order. 4. the length of the relationship with the manufacturer. 5. the size of the order. Bottom of Form Which of the following would be an example of a variable cost for a publication like *SHAPE* magazine that is targeted to young women seeking a healthier lifestyle? Top of Form Multiple Choice 1. The rent for a parking garage used by employees. 2. The salary of the publisher\'s CEO. 3. **The paper and ink for printing the magazine.** 4. An increase in women in targeted demographics. 5. The cost of a half-page ad in *SHAPE*. Bottom of Form A break-even point refers to: Top of Form Multiple Choice 1. the point of greatest difference between marginal revenue and marginal cost. 2. the point at which profit is at a minimum. 3. the point at which profit is at a maximum. 4. the point at which total revenue and average revenue converge. 5. **the point at which total revenue and total cost are equal.**Bottom of Form For a given level of benefits a product provides, the value will increase:Top of Form Multiple Choice 1. if the product is larger 2. **as price decreases** 3. as price increases 4. as price remains constant 5. over time**Bottom of Form** The Precision Writing Instruments Company makes a high-end pen known as the Cordova. Materials cost per pen is \$6. Labor cost per pen is \$5. Production overhead is \$1,000,000. Advertising and promotion is \$1,000,000. What are the total costs for sales of 500,000 units of the Cordova design? Top of Form Multiple Choice 1. \$2,000,000 2. **\$7,500,000** 3. \$3,650,000 4. \$1,000,000 5. \$5,500,000Bottom of Form If you buy one pair of UVex Clear UVExtreme safety eyewear in the winter, the cost is \$7.40. But if you buy 10 pairs in a single purchase, the price per pair is reduced to \$6.85, a total savings of \$5.50. This is an example of a:Top of Form Multiple Choice 1. cash discount. 2. promotional allowance. 3. **quantity discount.** 4. seasonal discount. 5. functional discount.Bottom of Form Jane is considering a new hair salon near her house that is significantly cheaper than the salon she currently uses. Ultimately, Jane goes to her regular salon. This reflects: Top of Form Multiple Choice 1. **her perception that price is an indicator of quality.** 2. her perception that price and quality are not related. 3. her perception that a new salon is probably better. 4. her risk aversion to high price. 5. the need for a new salon to generate consumer awareness. Bottom of Form A(n) \_\_\_\_\_\_\_\_ involves setting different prices for products and services depending on individual buyers and purchase situations in light of demand, cost, and competitive factors. Top of Form Multiple Choice 1. cost-plus pricing policy 2. price-lining policy 3. target-pricing policy 4. **flexible-price policy** 5. above-, at-, or below-market pricing approach Jane Westerlund owns a picture-framing shop, The Caplow Co. Her price must cover her costs for a typical framed picture, which consists of \$8 for glass, \$2 for matting, \$15 for the frame, and \$35 for the labour involved. She must also cover monthly expenses of \$1,000 for rent and insurance, \$200 for heat and electricity, \$300 for advertising, and \$3,500 for her salary. The Caplow Co. wants a target profit of \$55,000 based on a volume of 1,000 picture frames sold so it can expand the number of stores. What price should Jane Westerlund charge for a picture frame? Top of Form Multiple Choice 1. \$150 2. \$12 3. **\$120** 4. \$30 5. \$55Bottom of Form Newsweek ran a pricing experiment that involved setting different newsstand prices for its magazine in different cities and recording the number of units sold. After adjusting for factors like the population of the different cities, *Newsweek* could plot these prices and units sold in a graph called a(n): Top of Form Multiple Choice 1. unit volume curve. 2. supply curve. 3. sales response curve. 4. **demand curve.** 5. consumer tastes curve. Bottom of FormRent for an apartment or College tuition are: Top of Form Multiple Choice 1. examples of price discrimination 2. forms of opportunity cost but not price 3. not in the classic definition of price 4. **examples of price.** 5. not examples of price From a marketing viewpoint, price is \_\_\_\_\_\_\_\_\_ exchanged for the ownership or use of a product or service. Top of Form Multiple Choice 1. the money (coin or currency) 2. anything of value to the buyer but not necessarily of value to the seller 3. the money or other tangible goods 4. what is recognized as barter within a particular culture 5. **the money or other considerations (including other products and services)** Bottom of Form Price is a critical decision as it affects consumer perceptions and: Top of Form Multiple Choice 1. impacts total revenue only where demand is elastic. 2. impacts target market choice. 3. changes the perceived quality. 4. **has direct impact on revenues.** 5. cannot be changed easily.Bottom of Form Laura Hillenbrand\'s book *Unbroken*, a WWII story of survival and resilience, was a New York Times bestseller in nonfiction for years. During its first year after publication, it often sold 25,000 copies a week in hardcover, at \$27 apiece. The publisher\'s costs were only about \$5 a book. What is the total weekly revenue obtained during these weeks? Top of Form Multiple Choice 1. \$750,000 2. \$125,000 3. **\$675,000** 4. \$800,000 5. \$950,000Bottom of Form Bijan\'s in New York City offers a five-piece set of crocodile luggage for \$55,000. This is [MOST LIKELY] an example of \_\_\_\_\_\_ pricing.Top of Form Multiple Choice 1. predatory 2. penetration 3. skimming 4. loss-leader 5. **prestige.** **Chapter 11** The first step in developing a retail strategy is: Top of Form Multiple Choice 1. service level provided 2. product selections for sale 3. form of ownership 4. **target market selection** 5. price discounting policies**Bottom of Form** Direct selling is likely to grow in markets:Top of Form Multiple Choice 1. where convenience is relatively unimportant. 2. that have an excellent infrastructure. 3. **outside Canada and the United States.** 4. where there are effective distribution channels. 5. in which consumers are knowledgeable shoppers.Bottom of Form Bottom of FormShoppers Drug Mart offers customers which level of service? Top of Form Multiple Choice 1. Quality service 2. Self-service 3. Exclusive service 4. **Limited service** 5. Full serviceBottom of Form As the mobile channel intensifies, a retailer's best defense for maintaining customer loyalty is to: Top of Form Multiple Choice 1. ignore the mobile channel as it a fad that won't last long. 2. provide product reviews, warranty information, customer service, product knowledge, and return policy. 3. ensure their websites are mobile friendly. 4. **develop a mobile website, with information on the site that differentiates itself from competitors.** 5. create a reward program. Bottom of Form Winners and Marshalls stores offer customers the 'sport\' of searching the racks for great deals on brand name products. Both retailers use a(n) \_\_\_\_\_\_\_\_\_ retailing strategy. Top of Form Multiple Choice 1. cut-price 2. **off-price** 3. low-price 4. customer-focused 5. value-priced Bottom of Form Today, retailers look at mobile as: Top of Form Multiple Choice 1. unrelated to consumer purchase behavior. 2. cut-throat competition. 3. a fad that will ultimately diminish in importance. 4. unimportant in all but a few product categories. 5. **another potential touchpoint with consumers.** 6.Bottom of Form Specialty discount outlets focus on one type of product, such as office supplies (Staples) or electronics (Best Buy), at very competitive prices. They are referred to as \_\_\_\_\_\_\_\_\_\_ because they often dominate the market. Top of Form Multiple Choice 1. megamarkets 2. mass merchandisers 3. **category killers** 4. hypermarkets 5. off-price retailers Bottom of Form Consumers typically offer six reasons why they shop and buy online: convenience, choice, communication, customization and which other two reasons? Top of Form Multiple Choice 1. Cost, interaction 2. Evaluation, interaction 3. **Cost, control** 4. Assistance, control 5. Evaluation, control Bottom of Form Shopper marketing is: Top of Form Multiple Choice 1. involves selecting a target market. 2. involves positioning the retailer to differentiate them from their competition. 3. **a discipline designed to understand how consumers behave as shoppers in different channels and formats.** 4. no longer relevant in today's marketplace and is no longer practiced.Bottom of Form Merchant wholesales are: Top of Form Multiple Choice 1. also called agents and brokers. 2. classified as full- service or limited-service wholesalers. 3. **independently owned firms that take title to the merchandise they resell and are classified as full- service or limited-service wholesalers.** 4. also called retailers. 5. independently owned firms that take title to the merchandise they resell.Bottom of Form Department stores such as Holt Renfrew and the Bay are usually considered \_\_\_\_\_\_\_\_\_\_ retailers. Top of Form Multiple Choice 1. self-service 2. traditional service 3. limited-service 4. customized service 5. **full-service** Bottom of Form The factor that distinguishes retail outlets based on whether individuals, corporate chains, or contractual systems own the outlet is referred to as: Top of Form Multiple Choice 1. level of service 2. wheel of retailing 3. **form of ownership** 4. type of merchandise line 5. retail positioning matrix Bottom of FormMerchandise mix refers to: Top of Form Multiple Choice - the number of variations such a size, color, and price, of a given product a manufacturer produces. - a method of classification that describes the number of different manufacturers supplying products to a particular retailer. - a method of classifying sales based upon the type and number of lines a retailer carries. - **the number of different types of products a store carries and its relative size of the product assortment.** - the natural evolution of one product into an entire product line. Bottom of Form All of the following facts describe the online consumer except: Top of Form Multiple Choice 1. 70% of people trust consumer opinions posted online. 2. **following a brand on twitter has a negative impact on the possibility of buying.** 3. 60% of Canadian go online to read or write reviews. 4. social media recommendations increase the chance of a consumer buying something. 5. 17% of people bought something because of a celebrity endorsement. One of the biggest problems an online retailer faces is: Top of Form Multiple Choice 1. the lack of \"spontaneous\" rather than planned purchases that traditional retailers enjoy. 2. **customers\' tendencies to get to the checkout and leave the website without concluding the purchase.** 3. the slow growth of online purchasers from consumers living outside the U.S. 4. the failure to create \"clicks to bricks\" order fulfillment systems. 5. the difficulty of actually placing the online purchase. **Chapter 3** If you are thinking about purchasing a new smartphone, which of the following would be considered a public source of information in an external search? Top of Form Multiple Choice 1. **An independent consumer product review site** 2. Your friend 3. An employee at the Rogers store at the mall 4. The Apple web site 5. A Facebook ad Bottom of Form For the purchase of a smartphone, Consumer Reports expects that many consumers use price, display, web browsing, and battery life as \_\_\_\_\_\_\_\_\_\_, and therefore it tests products on these dimensions. Top of Form Multiple Choice 1. a cognitive cluster 2. value attributes 3. **evaluative criteria** 4. selective features 5. the consideration set Bottom of FormUsing the same brand name for different products is an application of which concept from behavioural learning theory? Top of Form Multiple Choice 1. Stimulus discrimination 2. Selective comprehension 3. Selective retention 4. **Stimulus generalization** 5. Affective formation Bottom of FormAmanda and Chris are married. Usually, Chris buys clothes according to Amanda\'s opinions, and Amanda decides the groceries to be bought. Chris makes decisions regarding house and car maintenance. However, when it comes to Christmas vacations and gifts, Amanda and Chris make decisions together. Which of the following types of decision-making styles do Amanda and Chris engage in for clothes, groceries, and car maintenance? Top of Form Multiple Choice 1. Female-oriented decision-making 2. **Spouse-dominant decision-making** 3. External decision-making 4. Extended problem solving 5. Routine decision-making Bottom of Form Which of the following is a psychological influence on the consumer behaviour decision process? Top of Form Multiple Choice 1. **Lifestyle** 2. Promotion 3. Culture 4. Temporal effects 5. Reference groups Bottom of Form Important variables in the family life cycle are age, marital status, and: Top of Form Multiple Choice 1. income. 2. primary motivation for purchases. 3. **presence of children.** 4. gender. 5. level of involvement. Bottom of Form The VALS system is a(n) \_\_\_\_\_\_\_\_\_\_ measure of consumers. Top of Form Multiple Choice 1. brand loyalty 2. family life cycle 3. **psychographic** 4. involvement level 5. attitude Bottom of Form Culture refers to the set of \_\_\_that are learned and shared among members of a group. Top of Form Multiple Choice 1. norms and customs 2. **values, ideas, and attitudes** 3. ideas, products and/or services 4. values, attributes, and gender roles 5. attitudes, attributes, and ideas Bottom of FormCanada, like many other countries, has become a nation of cultural diversity. Somewhat unique to Canada, however, is: Top of Form Multiple Choice 1. the polarization of various ethnic groups into different regions. 2. the adoption of French as a universal second language. 3. **the "mosaic" approach that allows for both Canadian and home-county identities.** 4. the legal requirement to learn both English and French languages. 5. the push for assimilation in language and dress. Toro introduced a small, lightweight snowblower, called the Snow Pup, which worked well but suffered from slow sales. Toro found that consumers perceived the Snow Pup name to mean that it was a toy or too light to do any serious snow removal. Poor sales may have been the result of \_\_\_\_\_\_\_\_\_\_ because of customers\' interpretation of the name. Top of Form Multiple Choice 1. **selective comprehension** 2. stimulus discrimination 3. stimulus generalization 4. selective exposure 5. selective retention Bottom of Form The problem recognition stage of the consumer purchase decision process will be activated if the consumer perceives a difference between his or her actual and ideal situations and: Top of Form Multiple Choice 1. the evaluative criteria to use for the purchase have previously been developed. 2. he or she knows that a solution to the problem exists. 3. **the difference is big enough to trigger a decision.** 4. he or she has the resources, both time and money, to devote to solving the problem. 5. there is no current cognitive dissonance. Bottom of Form The market leader for a(n) \_\_\_\_\_\_\_\_\_\_ product must make special efforts to avoid stockout situations so that buyers don\'t substitute a competing brand. Top of Form Multiple Choice 1. complex 2. situational 3. **low-involvement** 4. sociocultural 5. expensive Bottom of FormThe study of consumer \_\_\_\_\_\_\_\_\_\_ helps marketers understand why people choose one brand over another and how they make these choices. Top of Form Multiple Choice 1. life cycles 2. efficiency 3. **behaviour** 4. routines 5. search patterns Bottom of Form To relieve mothers\' concerns about ingredients in its mayonnaise, Hellmann\'s successfully communicated the product\'s high Omega 3 content, which is known to be essential to human health. This is an example of using which attitude change strategy? Top of Form Multiple Choice 1. Encouraging the consumer to use stimulus generalization. 2. Adding new attributes to the product. 3. **Changing beliefs about the extent to which a brand has certain attributes.** 4. Changing the importance of attributes. 5. Encouraging the consumer to use stimulus discrimination. Bottom of Form As a situational influence, antecedent states include: Top of Form Multiple Choice 1. the time of day. 2. the purpose of the purchase. 3. other people present. 4. the crowding in retail stores. 5. **the amount of cash on hand.** Bottom of Form Satisfaction or dissatisfaction affects consumer communications; while the satisfied buyer typically tells about three other people about her experience, the dissatisfied buyer: Top of Form Multiple Choice 1. tells only one or two. 2. **is likely to complain to about nine people.** 3. usually tells no one except the company. 4. is very unpredictable but often attempts to tell as many people as possible during a confrontation. 5. is often too embarrassed about the situation to tell anyone. For which of the following items would extended problem solving MOST LIKELY be used? Top of Form Multiple Choice 1. A taxi ride 2. An energy drink 3. **An assisted living residence** 4. A suitcase 5. A soccer ball Bottom of Form Canada, like many other countries, has become a nation of cultural diversity. Somewhat unique to Canada, however, is: Top of Form Multiple Choice 1. the adoption of French as a universal second language. 2. the legal requirement to learn both English and French languages. 3. the push for assimilation in language and dress. 4. the polarization of various ethnic groups into different regions. 5. **the "mosaic" approach that allows for both Canadian and home-county identities.** Bottom of Form Opinion leaders are considered to be \_\_\_\_\_\_\_\_\_\_, so their opinions influence others\' choices. Top of Form Multiple Choice 1. highly connected to others in social terms 2. **knowledgeable about or users of particular products** 3. active, experimental, and embracing of risk 4. successful in business or otherwise possessing high status 5. ethical and principled in their actions Bottom of Form If a consumer is happy with the firm and natural hold she gets from her latest purchase of hairspray, this would be considered which variable of the behavioral learning process? Top of Form Multiple Choice 1. **reinforcement** 2. discrimination 3. cue 4. drive 5. response