Question 1

Challenger brands often adopt a repositioning strategy in order to compete less with brand leaders.

Accepted Answer

Challenger brands typically adopt a repositioning strategy to compete more effectively with brand leaders, not less.

Question 2

Marketers using the "occasion for use" segmentation strategy show how the product can be used on various occasions.

Accepted Answer

Marketers using the "occasion for use" segmentation strategy aim to demonstrate how the product can be efficiently used in different scenarios or events. This allows the marketers to target specific customers based on their needs or preferences related to the occasions they may use the product.

Question 3

Positioning refers to the place a brand occupies in the agency's campaign.

Accepted Answer

Positioning refers to the place a brand occupies in the consumers' minds relative to competing brands, focusing on perceptions, impressions, and attributes, not the agency's campaign.

Question 4

Coca-Cola has successfully used product-differentiation positioning through its ad slogans "Coke is it" and "Can't beat the real thing."

Accepted Answer

The answer of Coca-Cola has successfully used product-differentiation positioning through...

Question 5

Absolut vodka appeals to the gay community. This is an example of a company trying to change the values of the target market.

Accepted Answer

Absolut vodka has been known for their inclusive advertising and support of the LGBTQ+ community, however, this does not necessarily mean that they are trying to change the values of their target market. They are more likely aiming to appeal to a diverse and inclusive audience who share similar values of acceptance and openness.

Question 6

Esteem needs are addressed in commercials that portray people in successful business roles-for example, an executive driving a BMW or Porsche.

Accepted Answer

Esteem needs are related to self-esteem and respect from others. Commercials that portray successful people in a certain role or owning luxurious items like expensive cars can contribute to fulfilling these needs.

Question 7

Mark's advertising appeals to baby boomers.

Accepted Answer

Without specific information about the content or style of Mark's advertising, it's impossible to determine whether it appeals to baby boomers or any other demographic group.

Question 8

"Suburban Gentry" is a market cluster segmented by geography.

Accepted Answer

"Suburban Gentry" is a market cluster segmented primarily by lifestyle and demographic characteristics, not just geography. It typically refers to affluent households in suburban areas, focusing on their consumption patterns, preferences, and behaviors rather than their specific geographic location.

Question 9

Companies present their products to consumers so that the products agree with the prevailing attitudes of their target audience.

Accepted Answer

Companies do market research and tailor their products to align with the attitudes and preferences of their target audience in order to increase their chances of success in the market.

Question 10

Marketers in the financial sector target women because they are aware that 92% of women are solely or jointly responsible for family finances.

Accepted Answer

According to a study by the Center for Talent Innovation, 92% of women are involved in making financial decisions for their households, whether solely or jointly with their partners. Therefore, marketers in the financial sector target women based on this understanding.

Question 11

Beauty and personal care products are famous for appealing to safety needs.

Accepted Answer

Beauty and personal care products typically appeal to self-esteem and self-actualization needs, rather than safety needs, which are more related to basic security and protection.

Question 12

Pets and PC's is a cluster that represents large upscale suburban families with child centered lifestyles.

Accepted Answer

The cluster 'Pets and PC's' includes families with children who prioritize their pets and have a strong focus on technology use. They are typically middle to upper-class families with a suburban lifestyle.

Question 13

A "peer group" is a group, class or category of people to which individuals believe they belong.

Accepted Answer

A peer group is a group of people who share similar interests, social status, or age and to which individuals feel they belong. It plays a significant role in shaping an individual's behavior, attitudes, and values, especially during adolescence.

Question 14

AIOs include frequency of purchase.

Accepted Answer

AIOs refer to Activities, Interests, and Opinions, which are used in market research to understand consumer behavior but do not directly include frequency of purchase.

Question 15

Looking-glass self is how you think others see you.

Accepted Answer

The looking-glass self theory was developed by sociologist Charles Cooley and states that our sense of self develops from our interactions with others and our perception of how they see us. Therefore, it refers to how we think others see us.

Question 16

Numerous advertising examples can be cited to demonstrate advertising applications of Maslow's need theory; for example, safety needs are used to motivate people to purchase retirement savings plans.

Accepted Answer

Maslow's need theory posits that human needs are arranged in a hierarchy of five levels, starting with physiological needs at the bottom and ending with self-actualization needs at the top. Marketing and advertising can use this theory to appeal to consumers' needs at various levels. For instance, safety needs can be addressed in advertising retirement savings plans, which promise financial security and stability in old age.

Question 17

Influence of family members on buying decisions depends on the product category being considered.

Accepted Answer

Family members can have varying degrees of influence on buying decisions depending on the nature of the product being considered. For example, parents may have a stronger influence on decisions related to children's products or household purchases, while siblings may have a stronger influence on decisions related to entertainment or fashion choices.

Question 18

Double targeting involves devising separate marketing strategies for men and women.

Accepted Answer

The answer of Double targeting involves devising separate marketing strategies...

Question 19

Ideal self is how you see yourself.

Accepted Answer

The ideal self is how you wish to be or aspire to be, not how you currently see yourself.

Question 20

The role you play with yourself, such as that of an athlete, musician or writer, is a reflection of your self-image.

Accepted Answer

The role or identity that we take on in our lives is often a reflection of how we see ourselves. Our self-image is a powerful force that can influence our beliefs, attitudes and behaviors, and can shape our relationships, careers and other important aspects of our lives. Therefore, the role you play with yourself is often a reflection of your self-image.

Quiz 3: Consumer Behaviour Concepts and Target Marketing