Question 1

Of key interest to marketers are the major informational sources to which the consumer will turn and the relative importance of each. Which of the following would be considered to be an experiential information source?
A) consumer-rating organizations
B) using the product itself
C) web sites
D) acquaintances
E) the mass media

Accepted Answer

Experiential information source refers to using the product itself, which is the best choice among the given options. Consumer-rating organizations, web sites, acquaintances, and the mass media are examples of non-experiential information sources.

Question 2

The brand personality of MTV could be characterized as having the trait of ________.
A) sophistication
B) competence
C) sincerity
D) excitement
E) ruggedness

Accepted Answer

The brand personality of MTV is best characterized as exciting, as the brand is known for its energetic and fast-paced programming, edgy content, and iconic music videos that have helped shape popular culture. The brand seeks to engage and entertain its young and hip audience with the latest trends in music, fashion, and celebrity culture.

Question 3

Husbands and wives display different decision-making roles in most families. The trend for the purchase of expensive products like cars or vacations in families is for ________ to be responsible for most of the decisions.
A) the husband
B) the wife
C) both husband and wife
D) child-oriented decision making
E) holistic decision making

Accepted Answer

Research and observations in consumer behavior indicate that for significant purchases such as cars or vacations, both the husband and wife typically engage in the decision-making process together. This collaborative approach ensures that both partners' preferences and concerns are considered, leading to a decision that satisfies both parties.

Question 4

Many banks and insurance companies, as well as other marketers, focus on critical life events or transitions that consumers may face in their lifetimes in order to show ways their products and services can help. These marketers understand the impact of ________ stages.
A) family life cycle
B) economic circumstance
C) product life cycle
D) psychological life-cycle
E) role and status

Accepted Answer

The answer of Many banks and insurance companies, as well...

Question 5

Levi's suggests a ________ that is rugged, youthful, rebellious, and authentic.
A) trademark
B) brand personality
C) psychological approach to advertising
D) functionality
E) lifestyle

Accepted Answer

Levi's brand personality encompasses attributes such as rugged, youthful, rebellious, and authentic, which are used to create a unique and recognizable identity for the brand.

Question 6

With respect to understanding consumer behaviour, there are four key psychological processes. Which of the following processes relates to the theories of Freud, Maslow, and Herzberg?
A) Learning
B) Self-reliance
C) Memory
D) Perception
E) Motivation

Accepted Answer

The process that relates to the theories of Freud, Maslow, and Herzberg is motivation. These theories focus on understanding the underlying factors that drive consumer behavior and decision-making, such as innate needs, desires, and aspirations. Motivation is the process that energizes, directs, and sustains behavior towards achieving our goals and satisfying our needs. Therefore, understanding consumer motivation is essential for developing effective marketing strategies and creating products that meet customers' needs and desires.

Question 7

Walmart has become the largest company in the world by appealing to ________ consumers.
A) organic
B) multi-tasking
C) money-constrained
D) time-constrained
E) convenience involvement

Accepted Answer

Walmart's success is largely due to its ability to offer low prices and discounts to consumers who are on a tight budget or are money-constrained. They have also expanded to provide a range of products and services, including groceries, pharmacy, and financial services, to make it a one-stop shop for consumers looking for convenience and affordability.

Question 8

People choose products that reflect and communicate their role and actual or desired ________ in society.
A) group
B) status
C) attitudes
D) feelings
E) beliefs

Accepted Answer

Status refers to a person's position or rank in society, and people often choose products that reflect their desired or actual status. For example, someone who wants to project an image of wealth and success may buy luxury brands to signal a high social status.

Question 9

Marriage, childbirth, and divorce are all considered ________ which could give rise to new needs.
A) reference groups
B) critical life events or transitions
C) roles and statuses
D) life choices
E) the family of procreation

Accepted Answer

Marriage, childbirth, and divorce are all significant events or transitions in a person's life that require adjustment and adaptation, which is why they are considered critical life events or transitions. Reference groups (A) refer to groups of people that individuals use as a basis for comparison and identification, and roles and statuses (C) pertain to the positions or positions that individuals occupy in society. Life choices (D) encompass all decisions and actions that individuals take in their lives, including those related to family, but do not specifically relate to these particular events. The family of procreation (E) refers to the family that individuals create through marriage and childbearing and is related to the events mentioned in the question, but it is not the best answer because it is more specific and does not include divorce.

Question 10

Adults experience certain passages or transformations as they go though life. This is known as the ________ life-cycle.
A) transitional
B) psychological
C) family
D) cultural
E) critical

Accepted Answer

The answer of Adults experience certain passages or transformations as...

Question 11

YTV, Canada's leading youth television network, is one vehicle marketers can use to tap into the ________ or "pester power" children can exert on household spending.
A) guilt
B) direct influence
C) time pressure
D) brand preferences
E) indirect influence

Accepted Answer

Direct influence refers to the direct impact children can have on household spending decisions, also known as "pester power," and YTV, being a youth television network, provides a platform for marketers to tap into this influence.

Question 12

Which of the following is one of the CRTC's regulations on advertising to children:
A) no celebrity endorsements of products
B) no animation or special effects
C) any mention of price must be lower than ten dollars
D) no product demonstrations of any kind
E) no depictions of children using the advertised product

Accepted Answer

The CRTC (Canadian Radio-television and Telecommunications Commission) has regulations to protect children from potentially manipulative advertising, including restrictions on celebrity endorsements of products aimed at children. This is to prevent undue influence on children by leveraging the popularity of celebrities.

Question 13

Consumers today are experiencing a time famine because of their busy lifestyles. One way to avoid the difficulties of time famine, which is of particular interest to marketers, is
A) to report frustration to management.
B) to develop a callous attitude toward marketers.
C) to multitask.
D) to set fewer goals.
E) to give in to personal burdens.

Accepted Answer

Multitasking allows consumers to accomplish multiple tasks at once, saving time and potentially reducing the impact of time famine. This is a strategy that marketers can leverage by offering products or services that cater to multitasking individuals. The other options do not address the issue of time famine in a practical way.

Question 14

________ is the belief systems that underlie attitudes and behaviours.
A) Cue
B) Attitude
C) Core values
D) Belief
E) Drive

Accepted Answer

Core values are the fundamental beliefs and guiding principles that shape an individual's attitudes and behaviors. They are deeply ingrained and often influence decision-making and actions.

Question 15

________ assumed that the psychological forces shaping people's behaviour are largely unconscious, and that a person cannot fully understand his or her own motivations.
A) Frederick Herzberg
B) John Cacioppo
C) Karl Marx
D) Sigmund Freud
E) Abraham Maslow

Accepted Answer

This statement aligns with the psychoanalytic theory developed by Sigmund Freud, who believed that people's behavior is largely determined by unconscious forces and that individuals may not have full awareness of their own motivations.

Question 16

A ________ when it is aroused to a sufficient level of intensity.
A) need becomes a motive
B) unfulfilled demand becomes a crisis
C) personal demand exceeds the ability to rationally reject
D) motive becomes a need
E) desire becomes a reality

Accepted Answer

A need becomes a motive when it reaches a sufficient level of intensity, driving behavior towards fulfilling that need.

Question 17

________ portrays the "whole person" interacting with his or her environment.
A) Subculture
B) Attitude
C) Reference group
D) Culture
E) Lifestyle

Accepted Answer

Lifestyle portrays the "whole person" interacting with his or her environment. It includes the person's activities, interests, opinions, values, and demographics. Lifestyle can be a useful way to segment consumers in the market and understand their behaviors and preferences.

Question 18

The decisions a computer marketer makes in relation to warranty could be guided by which two factors that are the basis of Herzberg's theory?
A) Promotion and communication
B) Quality and performance
C) Supply and demand
D) Satisfiers and dissatisfiers
E) Price and quantity

Accepted Answer

The two factors that are the basis of Herzberg's theory are satisfiers and dissatisfiers. Satisfiers are factors that lead to job satisfaction, while dissatisfiers are factors that lead to job dissatisfaction. In the context of computer marketing, warranty would be a dissatisfier if it is not offered or if it does not adequately cover the customer's needs. On the other hand, a good warranty policy could be a satisfier for customers, leading to increased satisfaction with the product and brand. Therefore, decisions about warranty could be guided by these two factors.

Question 19

________ is a set of distinguishing human psychological traits that lead to relatively consistent and enduring responses to environmental stimuli.
A) Beliefs
B) Culture
C) Image
D) Personality
E) Heredity

Accepted Answer

Personality refers to a set of psychological traits that are relatively consistent over time and across different situations. These traits shape how individuals perceive and respond to environmental stimuli. Beliefs, culture, image, and heredity can all play a role in shaping personality, but they do not fully capture the complexity and uniqueness of an individual's personality.

Question 20

Loblaws offers organic foods to consumers who worry about the environment, want products to be produced in a sustainable way, and spend money to advance their personal development and potential. These consumers have been named ________.
A) "Socialists"
B) "Mamas"
C) "Tree Huggers"
D) "LOHAS"
E) "Green"

Accepted Answer

LOHAS stands for "Lifestyles of Health and Sustainability," which is a term used to describe consumers who prioritize health and wellness, social and environmental responsibility, and sustainable living. These consumers are willing to pay a premium for products that align with their values, making them a lucrative market segment for companies like Loblaws. The other options, such as "Socialists" and "Tree huggers" are derogatory and not accurate descriptors of this consumer group. "Mamas" and "Green" are too broad and do not capture the specific values and behaviors of this group.

Quiz 6: Analyzing Consumer Markets

Of key interest to marketers are the major informational sources to which the consumer will turn and the relative importance of each. Which of the following would be considered to be an experiential information source?

The brand personality of MTV could be characterized as having the trait of ________.

Husbands and wives display different decision-making roles in most families. The trend for the purchase of expensive products like cars or vacations in families is for ________ to be responsible for most of the decisions.

Many banks and insurance companies, as well as other marketers, focus on critical life events or transitions that consumers may face in their lifetimes in order to show ways their products and services can help. These marketers understand the impact of ________ stages.

Levi's suggests a ________ that is rugged, youthful, rebellious, and authentic.

With respect to understanding consumer behaviour, there are four key psychological processes. Which of the following processes relates to the theories of Freud, Maslow, and Herzberg?

Walmart has become the largest company in the world by appealing to ________ consumers.

People choose products that reflect and communicate their role and actual or desired ________ in society.

Marriage, childbirth, and divorce are all considered ________ which could give rise to new needs.

Adults experience certain passages or transformations as they go though life. This is known as the ________ life-cycle.

YTV, Canada's leading youth television network, is one vehicle marketers can use to tap into the ________ or "pester power" children can exert on household spending.

Which of the following is one of the CRTC's regulations on advertising to children:

Consumers today are experiencing a time famine because of their busy lifestyles. One way to avoid the difficulties of time famine, which is of particular interest to marketers, is

________ is the belief systems that underlie attitudes and behaviours.

________ assumed that the psychological forces shaping people's behaviour are largely unconscious, and that a person cannot fully understand his or her own motivations.

A ________ when it is aroused to a sufficient level of intensity.

________ portrays the "whole person" interacting with his or her environment.

The decisions a computer marketer makes in relation to warranty could be guided by which two factors that are the basis of Herzberg's theory?

________ is a set of distinguishing human psychological traits that lead to relatively consistent and enduring responses to environmental stimuli.

Loblaws offers organic foods to consumers who worry about the environment, want products to be produced in a sustainable way, and spend money to advance their personal development and potential. These consumers have been named ________.