Question 1

Over the last year, Francine has become very concerned about eating a healthy diet and avoiding processed foods. Her purchasing decisions are likely influenced by which of the following?
A) her family
B) situational factors
C) social factors
D) psychological factors

Accepted Answer

Francine's concern about eating a healthy diet and avoiding processed foods is a personal decision likely influenced by her beliefs, attitudes, and knowledge about health and nutrition, which are categorized under psychological factors.

Question 2

Jesse is in the market for a new camera. Logan just bought a new camera, so he shares his opinion of his new Nikon with Jesse. This represents which stage of the consumer buying decision process for Logan?
A) recognizing the problem
B) evaluating after purchase
C) evaluating alternatives
D) purchasing

Accepted Answer

Logan is in the "evaluating after purchase" stage, as he is sharing his opinion of his new Nikon camera with Jesse, indicating he has already made the purchase and is now assessing his satisfaction with the product.

Question 3

What is the term for a market segment toward which a company directs its marketing effort?
A) marketing group
B) target market
C) consumer market
D) marketing median

Accepted Answer

A target market refers to the specific group of consumers or businesses that a company aims to attract and serve through its marketing efforts. This involves identifying the needs and preferences of the target market and tailoring the marketing mix (product, price, promotion, and place) accordingly.

Question 4

While Manny was looking to put hardwood floors in his kitchen, he read all about the different types of hardwoods and the difference between engineered and solid hardwood. He ended up going with bamboo as it is a sustainable in that it grows to useful size in just three to seven years. Manny's decision was likely based on which of the following?
A) social influences
B) psychological influences
C) situational influences
D) physical surroundings

Accepted Answer

Manny's decision was based on psychological influences, as his choice was influenced by his values and beliefs about sustainability and environmental responsibility.

Question 5

Which of the following is NOT one of the characteristics of demographics under the demographic dimension for market segmentation?
A) family size
B) gender
C) income and social class
D) product usage

Accepted Answer

Product usage is not a characteristic of demographics under the demographic dimension for market segmentation. Demographic characteristics are typically personal, such as age, gender, family size, income, education, occupation, and social class.

Question 6

It has been a long process for Natalia to find a new apartment that's both close to work and affordable, but after looking at several and carefully considering her budget she decides to sign a lease for a downtown studio apartment. Which step in the consumer decision process does this reflect?
A) evaluating the alternatives
B) purchasing
C) recognizing the problem
D) searching for information

Accepted Answer

Natalia signing a lease for a downtown studio apartment reflects the purchasing stage of the consumer decision process.

Question 7

Topps, a company that produces baseball cards, develops its products to appeal primarily to young adults who are baseball fans. What does this group represent for Topps?
A) market segmentation
B) promotion strategy
C) target market
D) marketing mix

Accepted Answer

The group of young adults who are baseball fans represents Topps' target market.

Question 8

A home improvement store carries lawn mowers all year long in its stores in Alberta and British Columbia, but its stores in eastern provinces carry lawn mowers only during the spring and summer. Which dimension of market segmentation does this illustrate?
A) geographic
B) demographic
C) psychographic
D) socioeconomic

Accepted Answer

This illustrates geographic segmentation, as the store is segmenting its market based on the geographic location of its stores, carrying lawn mowers year-round in some regions and only seasonally in others.

Question 9

EcoAthlete determines that the target market for its running shoes is people who are environmentally conscious. It uses only environmentally friendly materials in the production of its shoes, and packaging is made of exclusively recycled material. Which dimension of market segmentation does EcoAthlete use in determining this target market?
A) demography
B) geography
C) lifestyle and behaviour
D) geodemography

Accepted Answer

EcoAthlete is targeting people who are environmentally conscious, which is a lifestyle and behavioural dimension of market segmentation.

Question 10

Jesse is in the market for a new camera. Logan just bought a new camera, so he shares his opinion of his new Nikon with Jesse. This represents which stage of the consumer buying decision process for Jesse?
A) searching for information
B) recognizing the problem
C) evaluating alternatives
D) purchasing

Accepted Answer

Jesse is in the stage of searching for information, which involves gathering information about potential products and brands. Logan is providing him with information and opinions about the Nikon camera he just purchased, which will help Jesse in his search.

Question 11

Mary Beth is a high school student. All of her friends buy their jeans from Expression jeans, so she decides to buy Expression jeans even though Levis fit her better. Mary Beth's purchasing decision is most influenced by which of the following factors?
A) psychological
B) situational
C) personality
D) social

Accepted Answer

Mary Beth's friends buying from Expression jeans is an example of social influence, as her peers are influencing her purchasing decision.

Question 12

Which of the following is NOT a major category of factors that influence the consumer buying process?
A) social
B) psychological
C) demographic
D) situational

Accepted Answer

The major categories of factors that influence the consumer buying process are social, psychological, and situational. Demographic factors such as age, gender, income, and education level may also play a role in the decision-making process, but they are not considered a major category in understanding consumer behavior.

Question 13

The product Centrum Silver is positioned as a vitamin supplement for older adults. On which basis have the makers of Centrum Silver segmented the vitamin market?
A) behaviouristic
B) demographic
C) psychographic
D) brand-related

Accepted Answer

The makers of Centrum Silver have segmented the vitamin market based on demographic factors, specifically age. The product is targeted towards older adults, indicating that they have segmented the market based on age brackets.

Question 14

As part of the consumer buying decision-making process, which of the following is Wanda engaged in after she has narrowed her options to four choices and is reading through product reviews on Amazon?
A) purchasing the product
B) recognizing the problem
C) evaluating alternatives
D) searching for information

Accepted Answer

Wanda is evaluating alternative products through reading product reviews on Amazon.

Question 15

Gareth doesn't especially like pizza, but he goes to a pizza restaurant for lunch with his co-workers at least a few times a week because it's where they like to eat and he enjoys their company. Which influence on the consumer decision process does this reflect?
A) social
B) psychological
C) situational
D) socioeconomic

Accepted Answer

This reflects the social influence on the consumer decision process, as Gareth's choice is influenced by his co-workers' preference for pizza and desire to eat together.

Question 16

Marcin has decided to buy a laptop, so he spends some time reading product reviews online and asking his friends what they like and dislike about their laptops to get a better idea of what type of laptop he wants to buy. Which step in the consumer decision process does this illustrate?
A) recognizing problem
B) evaluating alternatives
C) searching for information
D) purchasing

Accepted Answer

Marcin is searching for information about laptops, which is the third step in the consumer decision process.

Question 17

A home security company markets its infrared alarm system to urban residents who are more likely to experience a theft than their rural counterparts. This is an example of which type of segmentation?
A) demographic
B) psychographic
C) geographic
D) behaviouristic

Accepted Answer

The home security company is targeting a specific geographic area, urban residents, who are more likely to experience thefts. Therefore, this is an example of geographic segmentation.

Question 18

Jaswinder is trying out for his high school varsity basketball team. He feels he needs an extra advantage to ensure that he makes the team, so he goes to Foot Locker and chooses the highest-rated athletic shoes the store carries. Jaswinder's buying process is influenced most by which of the following factors?
A) socioeconomic
B) social
C) psychological
D) situational

Accepted Answer

Jaswinder's buying process is influenced by psychological factors such as his perception of needing an advantage to make the team and the belief that the highest-rated athletic shoes will provide that advantage. Socioeconomic, social, and situational factors are not as relevant in this scenario.

Question 19

After narrowing his college choices to just a few, Gurdeep decides to visit each campus and meet with the admissions representative to see if the college feels like a good fit. Which step of the consumer decision process does this reflect?
A) recognizing problem
B) searching for information
C) evaluating alternatives
D) evaluating after purchase

Accepted Answer

Visiting each campus and meeting with admissions representatives is part of the evaluation of alternatives step in the consumer decision process. In this step, the individual considers the options they have identified and weighs the benefits and drawbacks of each one to make a final decision.

Question 20

Even though she's not a fast food fan, Laura stops at McDonald's on the way home from work because she's hungry and too tired to cook. Which influence on her purchase decision does this reflect?
A) social
B) behavioural
C) psychological
D) situational

Accepted Answer

The situation (being tired and hungry) is the influencing factor on Laura's decision to stop at McDonald's on her way home from work.

Quiz 12: Building Customer Relationships Through Effective Marketing

Over the last year, Francine has become very concerned about eating a healthy diet and avoiding processed foods. Her purchasing decisions are likely influenced by which of the following?

Jesse is in the market for a new camera. Logan just bought a new camera, so he shares his opinion of his new Nikon with Jesse. This represents which stage of the consumer buying decision process for Logan?

What is the term for a market segment toward which a company directs its marketing effort?

Which of the following is NOT one of the characteristics of demographics under the demographic dimension for market segmentation?

It has been a long process for Natalia to find a new apartment that's both close to work and affordable, but after looking at several and carefully considering her budget she decides to sign a lease for a downtown studio apartment. Which step in the consumer decision process does this reflect?

Topps, a company that produces baseball cards, develops its products to appeal primarily to young adults who are baseball fans. What does this group represent for Topps?

A home improvement store carries lawn mowers all year long in its stores in Alberta and British Columbia, but its stores in eastern provinces carry lawn mowers only during the spring and summer. Which dimension of market segmentation does this illustrate?

Jesse is in the market for a new camera. Logan just bought a new camera, so he shares his opinion of his new Nikon with Jesse. This represents which stage of the consumer buying decision process for Jesse?

Mary Beth is a high school student. All of her friends buy their jeans from Expression jeans, so she decides to buy Expression jeans even though Levis fit her better. Mary Beth's purchasing decision is most influenced by which of the following factors?

Which of the following is NOT a major category of factors that influence the consumer buying process?

The product Centrum Silver is positioned as a vitamin supplement for older adults. On which basis have the makers of Centrum Silver segmented the vitamin market?

As part of the consumer buying decision-making process, which of the following is Wanda engaged in after she has narrowed her options to four choices and is reading through product reviews on Amazon?

Gareth doesn't especially like pizza, but he goes to a pizza restaurant for lunch with his co-workers at least a few times a week because it's where they like to eat and he enjoys their company. Which influence on the consumer decision process does this reflect?

Marcin has decided to buy a laptop, so he spends some time reading product reviews online and asking his friends what they like and dislike about their laptops to get a better idea of what type of laptop he wants to buy. Which step in the consumer decision process does this illustrate?

A home security company markets its infrared alarm system to urban residents who are more likely to experience a theft than their rural counterparts. This is an example of which type of segmentation?

After narrowing his college choices to just a few, Gurdeep decides to visit each campus and meet with the admissions representative to see if the college feels like a good fit. Which step of the consumer decision process does this reflect?

Even though she's not a fast food fan, Laura stops at McDonald's on the way home from work because she's hungry and too tired to cook. Which influence on her purchase decision does this reflect?