Question 1

In Canada, the three largest groups, which account for 75 percent of those indicating an ethnic category are Chinese, South Asians, and Blacks.

Accepted Answer

According to the 2016 Census of Population, the three largest groups in Canada, which account for 61 percent of those indicating an ethnic category, are: European (Non-Indigenous/Non-Visible Minority), Indigenous peoples, and Asian (Visible Minority). However, Chinese, South Asians, and Blacks are three of the largest visible minority groups in Canada.

Question 2

According to Jacques Bouchard, compared to the rest of Canada, Quebecers have a higher tolerance and crave the simple life.

Accepted Answer

Jacques Bouchard, a Quebec cultural critic, stated in his book "Simple Living in Complex Times" that Quebecers have a higher tolerance for ambiguity and uncertainty and tend to crave a simpler, more authentic way of life compared to the rest of Canada.

Question 3

Children can have a significant impact on household food purchases, while tweens can influence the purchase of cell phones and automobiles.

Accepted Answer

It is true that children can have an impact on household food purchases, while tweens (pre-teens) can influence the purchase of cell phones and even automobiles, as they often have opinions on family cars and may be approaching the age of getting their driver's license.

Question 4

Senior citizens today are a homogeneous group with common needs and characteristics.

Accepted Answer

Senior citizens are not a homogeneous group as they vary widely in terms of age, health, socioeconomic status, education, and other factors. They have diverse needs and characteristics that should be taken into consideration when developing policies and programs that aim to support them.

Question 5

With a 30-year span, baby boomers are too large a population with too many varying life stages to be useful to marketers.

Accepted Answer

While baby boomers do cover a wide range of life stages, marketers can still find them useful by segmenting this demographic into more specific groups based on their particular needs, interests, and behaviors.

Question 6

Firms define core regions as the locations where they obtain between 40 and 80 percent of their sales.

Accepted Answer

This statement accurately describes how firms define core regions.

Question 7

Geographic information systems (GIS) simplify the job of analyzing marketing information by placing data in a spatial format.The result is a map overlaid with digital data about consumers in a given area.

Accepted Answer

GIS systems do indeed place data in a spatial format, allowing for the creation of maps that can be overlaid with digital consumer data for analysis.

Question 8

Application of the geographic information systems may prove to be a sound investment for companies because it allows them to better plan the logistics of delivery, transportation, and warehousing, ensuring that valuable capital is not tied up in inefficiently placed assets.

Accepted Answer

Geographic information systems (GIS) provide spatial data and analysis that can help companies optimize their logistics and reduce unnecessary costs associated with poor asset placement. By using GIS, companies can create detailed maps of transportation networks, distribution centers, and customer locations, allowing them to make informed decisions about delivery routes, inventory storage, and overall supply chain management. This can result in significant cost savings and increased efficiency, making GIS a valuable investment for many businesses.

Question 9

Baby boomers are decreasing in popularity as a market segment due to their declining disposable income.

Accepted Answer

This statement is false. While it is true that baby boomers may have declining disposable income as they approach retirement, they still make up a significant portion of the overall consumer market and have significant purchasing power. They also have specific needs and preferences that can make them a valuable segment for businesses to target.

Question 10

Marketers have labelled people who were in the 17-22-year-old age bracket at the time of the September 11, 2001 terrorist attacks the 9/11 Generation.

Accepted Answer

This is true. Marketers have used the term "9/11 Generation" to refer to individuals who were in their late teens to early twenties at the time of the September 11, 2001 attacks. This generation has been characterized as being shaped by their experiences of the event and its aftermath.

Question 11

Chinese Canadian consumers have been described as value and brand conscious.

Accepted Answer

Studies have shown that Chinese Canadian consumers prioritize value for their money and are brand conscious when making purchasing decisions.

Question 12

Demographic segmentation was, at one time, the most common type of market segmentation method.However, technological advances have made it less common today than other forms of market segmentation.

Accepted Answer

Demographic segmentation remains one of the most common and fundamental types of market segmentation used today, alongside newer methods enhanced by technological advances. It continues to be widely used due to its simplicity and effectiveness in targeting key consumer groups based on age, gender, income, etc.

Question 13

Most Chinese Canadians come from the same areas of the world and share similar shopping habits.

Accepted Answer

Chinese Canadians come from different regions of the world and have diverse shopping habits based on their cultural background and individual preferences.

Question 14

Marketers are increasingly shying away from children and teen market segments because of pressures calling for social responsibility on the part of advertisers.

Accepted Answer

Marketers continue to target children and teen market segments due to their significant influence on family spending and brand loyalty, despite facing pressures for social responsibility.

Question 15

One of the main sources for demographic data in Canada is Statistics Canada.

Accepted Answer

Statistics Canada is a federal agency responsible for producing statistical information about Canada, including demographic data.

Question 16

Residence location within an area is an important geographic segmentation variable.

Accepted Answer

Residence location within an area is a key variable used in geographic segmentation. The location of a person's residence can provide insights into their lifestyle, behavior, and purchasing habits, which can be used for marketing and advertising purposes.

Question 17

Generation X is family oriented, educated, and less likely to define themselves by their careers alone than previous generations.

Accepted Answer

Generation X is known for valuing work-life balance and placing a high emphasis on family and education. They are also often described as being more independent and self-reliant, and less likely to derive their entire identity from their careers.

Question 18

Sociologists attribute differences in needs and wants between age groups to the cohort effect.

Accepted Answer

The cohort effect refers to the influence that a person's birth cohort (a group of individuals who are born at the same time and therefore experience similar historical, cultural, and social conditions) has on their attitudes, values, and behaviors. These shared experiences can shape the needs and wants that are prevalent within different age groups.

Question 19

Demographic segmentation is also sometimes called psychographic segmentation.

Accepted Answer

Demographic segmentation is based on variables such as age, gender, income, education, etc. Psychographic segmentation, on the other hand, is based on variables such as personality traits, values, interests, and lifestyles. These two types of segmentation are different and not interchangeable.

Question 20

Population age distribution and projected changes in age groups are important to marketers because consumer needs and wants differ notably among age groups.

Accepted Answer

Population age distribution and projected changes in age groups can provide valuable information about consumer behavior and preferences, as different age groups have distinct needs and wants. For example, younger consumers may be more interested in trendy, innovative products, while older consumers may prioritize reliability and functionality. By understanding these differences, marketers can tailor their products and marketing strategies to better meet the needs of different age groups.

Quiz 8: Market Segmentation, Targeting, and Positioning