Question 1

Popular culture is both a ________ of and an inspiration to ________.
A) market; advertisers
B) product; marketers
C) product; consumers
D) market; consumers

Accepted Answer

The answer of Popular culture is both a ________ of...

Question 2

The collection and analysis of extremely large data sets:
A) result in delays in the development of marketing strategies.
B) do not aid with relationship marketing.
C) are called big data.
D) have declined in recent years.

Accepted Answer

Big data refers to the collection and analysis of extremely large data sets to uncover patterns, trends, and associations, especially relating to human behavior and interactions.

Question 3

Alan owns an independent coffee shop in a trendy urban neighbourhood. He asks you to explain "relationship marketing" and how he might implement this in his business.

Accepted Answer

The answer of Alan owns an independent coffee shop in...

Question 4

Tony Roma's restaurant sends regular customers a coupon for a free meal on their birthdays. This is an example of:
A) a company seeking to attract lost clients back to base.
B) a social networking process.
C) a loss-leading promotion campaign.
D) relationship marketing.

Accepted Answer

This is an example of relationship marketing, where the company aims to build long-term relationships with its customers by offering personalized incentives, such as a free meal on their birthdays, to enhance customer loyalty and retention.

Question 5

Why would a marketer use age as a segmentation variable?

Accepted Answer

The answer of Why would a marketer use age as...

Question 6

The growth of the Web has created thousands of online consumption communities. What is the biggest danger of such communities?
A) The members will receive bad information.
B) The members will feel pressure to conform to certain types of purchase behaviour.
C) The members will become frustrated in their communication efforts.
D) The members of have no sense of mission.

Accepted Answer

The biggest danger of online consumption communities is the pressure members may feel to conform to certain types of purchase behavior, influenced by group norms, trends, and peer recommendations.

Question 7

Doritos has capitalized on ________ by using video created by the market in their memorable Superbowl ads.
A) spokes characters
B) social marketing
C) green marketing
D) consumer-generated content

Accepted Answer

Doritos has utilized consumer-generated content in their Super Bowl ads by encouraging their market to create and submit their own videos, some of which are selected to be aired during the Super Bowl, effectively engaging their audience and leveraging user creativity for their marketing campaigns.

Question 8

Define demographics. Next, using information that you have learned from the text about the demographics of consumers, identify three marketing opportunities that match demographic trends. Justify your opportunities with specifics from your demographic appraisal.

Accepted Answer

The answer of Define demographics. Next, using information that you...

Question 9

In which relationship type do users see the product as a part of their daily routine?
A) self-concept attachment
B) interdependence
C) nostalgic attachment
D) love

Accepted Answer

Interdependence refers to a relationship type where users perceive the product as an integral part of their daily routine, relying on it regularly for various tasks or activities.

Question 10

Rather than try to reach everybody, a marketer today usually targets his product to specific consumers, even if he makes other people deliberately avoid it as a result.

Accepted Answer

This approach is known as niche marketing or targeted marketing, where a marketer focuses on a specific group of consumers who are most likely to be interested in their product, rather than attempting to appeal to the broadest possible audience. This strategy can be more efficient and effective, as it allows for more personalized and relevant marketing efforts.

Question 11

Social class is not considered a demographic variable because it is not a directly observable aspect of the population.

Accepted Answer

Social class is not directly observable, unlike demographic variables such as age, gender, and race.

Question 12

The Jones and Smiths were born in the 1960s, so they tend to share a common set of cultural experiences that they carry throughout life.

Accepted Answer

People born in the same era, like the 1960s, often share common cultural experiences due to the historical, social, and technological context of that time, influencing their perspectives and behaviors throughout life.

Question 13

Age, gender, ethnicity, income, geography, and purchase frequency are all potential segmentation variables.

Accepted Answer

These are all common variables used to segment a market, allowing businesses to target specific groups of consumers more effectively based on their unique characteristics and behaviors.

Question 14

The key issue about market segmentation is that consumers within a segment have to be psychographically the same.

Accepted Answer

Market segmentation involves dividing a broad target market into subsets of consumers who have common needs and priorities, but they do not have to be psychographically the same. Segmentation can be based on various factors including demographic, geographic, psychographic, and behavioral variables.

Question 15

While marketers cannot create needs, they:
A) may affect an environment in which specific needs may be activated.
B) can always sell to somebody.
C) are close to being able to create needs in the next five years.
D) control the mass media-almost the same thing.

Accepted Answer

Marketers can influence the environment or context, making certain needs more prominent or urgent to consumers, but they cannot create the fundamental needs themselves.

Question 16

Gail is studying the interests and values of a group of ten consumers for some consumer researcher. What category of information is Gail studying and what other aspects of the consumers may also be included in her study?

Accepted Answer

The answer of Gail is studying the interests and values...

Question 17

Differentiating products by gender does not begin until the teenage years.

Accepted Answer

Differentiating products by gender often begins at birth, with items like clothing and toys frequently marketed specifically towards boys or girls.

Question 18

What is relationship marketing? How might relationship marketing be used by marketers to become "closer" to consumers?

Accepted Answer

The answer of What is relationship marketing? How might relationship...

Question 19

When Gail investigates sex, age, and income characteristics of her friends, she is studying psychographics.

Accepted Answer

Gail is studying demographics, which include statistical characteristics of a population such as sex, age, and income. Psychographics involves studying attitudes, interests, and opinions.

Question 20

One of the fundamental premises of the modern field of consumer behaviour is that people often buy products not for what they do, but for what they:
A) cost.
B) mean.
C) look like.
D) promise.

Accepted Answer

Consumer behavior studies often emphasize that people purchase products for their symbolic meanings and the identities they represent, rather than just their functional utility.

Quiz 1: An Introduction to Consumer Behaviour

Popular culture is both a of and an inspiration to .

The collection and analysis of extremely large data sets:

Alan owns an independent coffee shop in a trendy urban neighbourhood. He asks you to explain "relationship marketing" and how he might implement this in his business.

Tony Roma's restaurant sends regular customers a coupon for a free meal on their birthdays. This is an example of:

Why would a marketer use age as a segmentation variable?

The growth of the Web has created thousands of online consumption communities. What is the biggest danger of such communities?

Doritos has capitalized on ________ by using video created by the market in their memorable Superbowl ads.