Question 1

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 2

Smartphones are used in locating individual customers for receiving special deals.

Accepted Answer

Smartphones can use location-based services to determine a customer's location and offer them special deals and promotions for nearby businesses.

Question 3

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

Accepted Answer

The answer of Beauty and personal care products are famous...

Question 4

Database management systems contain details that marketers can use to communicate with individual customers effectively.

Accepted Answer

Database management systems store customer data, which can be used for personalized communication and targeted marketing strategies.

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

Marketers in the financial sector target women because they are aware that women control 80% of household spending.

Accepted Answer

It is a well-known fact that women control a majority of household spending, making them an important target for marketers in various sectors, including financial services.

Question 7

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

Accepted Answer

The looking-glass self theory states that individuals develop their sense of self based on how they believe others perceive them.

Question 8

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 9

"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 10

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

Accepted Answer

Companies conduct market research to understand the attitudes and preferences of their target audience, and then they present their products in a way that aligns with those attitudes to increase the likelihood of purchase.

Question 11

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

Accepted Answer

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

Question 12

Consumers notice all messages they physically encounter.

Accepted Answer

Consumers do not notice all messages they physically encounter. Many can go unnoticed or ignored, especially if they are not relevant or interesting to the individual.

Question 13

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 refer to the desire for respect, status, recognition, and prestige. Commercials that showcase successful individuals in prestigious roles are targeting these needs by associating their product with success and status.

Question 14

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 one plays with oneself is a reflection of their self-image. If someone has a positive self-image, they may see themselves as an athlete, musician, or writer and will be more likely to pursue those roles. On the other hand, someone with a negative self-image may not see themselves in those roles and may not pursue them.

Question 15

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

Accepted Answer

This statement is true. Family members may have varying levels of influence on buying decisions based on their roles and relationships within the household, as well as the nature of the product being purchased. For example, children may have more influence on buying decisions related to toys or snacks, whereas parents may have more influence on decisions related to household appliances or furniture.

Question 16

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 17

Air Miles is an example of a customer rewards program used for data mining.

Accepted Answer

Air Miles is a customer rewards program that tracks customers' purchases and behaviors to collect data for analysis and data mining.

Question 18

Ideal self is how you see yourself.

Accepted Answer

The answer of Ideal self is how you see yourself....

Question 19

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

This statement is true. Maslow's need theory is often used in advertising to appeal to consumers' inherent needs and motivations. Safety needs, such as financial security, are often used as a selling point for retirement savings plans.

Question 20

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.

Quiz 3: Consumer Behaviour Concepts and Target Marketing