Question 1

Anya has been instructed to prepare a short paper on her ancestry.She has asked some friends to explain the topic to her.Which of the following statements offers the BEST explanation?

Accepted Answer

Ancestry typically refers to the ethnic composition and lineage of a family, focusing on the origins and heritage of one's ancestors.

Question 2

Drug companies promoting pharmaceutical products designed to address incontinence and erectile dysfunction vie for a share of this growing market in attempting to lure _______.

Accepted Answer

Incontinence and erectile dysfunction are more common among older individuals, particularly the baby boomer generation. Therefore, drug companies are likely targeting this demographic in their marketing efforts.

Question 3

'Survivor' has been a very popular television show.It shows a group of sixteen strangers being placed in two competitive teams of eight.Each team must survive in a natural environment that is harsh and demanding.A reviewer described one of the teams in Survivor Africa as being baby boomers versus Generation X.What do you infer from this statement?

Accepted Answer

The statement implies that there is a conflict between baby boomers and Generation X, which suggests that they have different perspectives or ways of doing things. Therefore, choice D, which says that this behavior was to be expected because the two groups are typically different from each other, is the most reasonable choice.

Question 4

The generation of children born to baby boomers,a period of increasing births,is sometimes referred to as a(n):

Accepted Answer

The term "echo-boom" refers to the generation of children born to baby boomers, who are seen as an "echo" of the boom in births that occurred in the 1950s and 1960s. This generation is also commonly referred to as "millennials" or "generation Y." Choices A, B, and C are not accurate descriptions of this generation.

Question 5

Which of the following statements about baby boomers is NOT true?

Accepted Answer

The statement that with advances in modern medicine, the aging baby boomer group is experiencing less age-related health problems is not true. While modern medicine has made significant strides in treating many age-related health issues, baby boomers still face many challenges related to their health as they age, including chronic diseases such as diabetes, heart disease, and cancer.

Question 6

By 2050,the median age in Canada will increase by almost:

Accepted Answer

The median age in Canada is projected to increase by about 5 years by 2050 due to an aging population and lower birth rates.

Question 7

A new travel company decides to launch a 'concierge-style' travel service that organizes everything from pick-up at home,transport to the airport,and all the little aspects of the subsequent trip,such as transportation and meals.Further,they have selected all of the hotels to be wheelchair- and walker- friendly.Who is the likely target market for this travel company?

Accepted Answer

The likely target market for this travel company are people over 50 years of age who may require assistance with travel arrangements and accommodations that are wheelchair- and walker- friendly. Infants, teens, and children of baby boomers may not be in need of such specific accommodations.

Question 8

The Government of Canada recently completed a population census.Their findings indicate that generally,the population of Canada is becoming:

Accepted Answer

The census findings indicate that the population of Canada is getting older and more diverse. This is reflected in the increasing number of older people, particularly those over the age of 65, and the growing percentage of visible minorities in the population.

Question 9

The principal source of growth in the Canadian population will be from:

Accepted Answer

The best choice is D because immigration is currently the primary source of population growth in Canada. The Canadian birth rate has declined in recent years and the rate of multiple births is relatively low. Emigration may have a small impact on population growth, but it is not significant enough to surpass immigration as the main source.

Question 10

While watching the recent election or SuperBowl,a Twitter hashtag was superimposed at the bottom of the television screen,encouraging viewers to tweet their thoughts about the event.Considering that 65 percent of Canadians are also using this space for accessing the internet and using various gadgets,experts are referring to this shift as the new:

Accepted Answer

The use of Twitter hashtags during major events is a clear indication of how social media platforms are becoming an integral part of our living rooms. With an increasing number of people using smartphones and other gadgets to access the internet, the digital space is becoming the new "living room." Therefore, option A) digital living room is the best choice.

Question 11

Why might a new company decide to target baby boomers,as opposed to Generation X?

Accepted Answer

Baby boomers have experienced increased earnings and account for the majority of consumer product purchases, making them an attractive target market for businesses. Generation X, on the other hand, may have less disposable income and may not yet have reached the peak of their earning potential.

Question 12

Which generational cohort is the Samsung ad in TB Figure 2 below most likely trying to reach? TB Figure: 2

Accepted Answer

The Samsung ad in TB Figure 2 is most likely trying to reach Generation Y or Millennials. This is because the ad shows a young, hipster-looking girl taking a selfie with a Samsung smartphone. Generation Y is known for their love of technology and social media, making this ad appealing to them. The ad does not feature any older individuals or reference nostalgia, which would make it more likely to be targeting Baby Boomers or Generation X. The Baby Bust Generation (also known as Generation Jones) is a smaller demographic group born between 1955-1964, and they would be around 55-65 years old now - the ad is not likely targeting them either.

Question 13

Toyota Canada recently developing a spin-off company to develop and market a new brand of vehicles called Scion to appeal to the Generation Y group,while still marketing their traditional brands,such as the Toyota Camry,to the baby boomers is an example of:

Accepted Answer

This is an example of generational marketing, as Toyota is targeting a specific generation (Generation Y) with their new brand of vehicles (Scion). They are also still marketing their traditional brands to baby boomers, showing that they are utilizing generational marketing strategies to appeal to different age groups.

Question 14

HSBC Bank International Ltd.(Europe's largest bank)selected its advertising agency because that agency was "always sensitive to the possibility that something might not translate well or may offend superstitions about colours or numbers." Its advertising agency was responsive to

Accepted Answer

The advertising agency was sensitive to multicultural differences, specifically superstitions about colors or numbers which may offend certain ethnic or cultural groups. This suggests an understanding and consideration of racial and ethnic diversity.

Question 15

Environmental scans have shown that the population of Canada is undergoing dramatic change.For example,the number of people in this country who are between the ages of 20 and 34 has declined since 1990.On the other hand,the number of people who are 65 years of age or older has increased.These changes in the Canadian population are examples of _____ changes to which marketers must respond.

Accepted Answer

The changes in the age distribution of the Canadian population described in the scenario are examples of demographic changes. Demographic factors, such as age, gender, income, and education level, can have significant impacts on marketing strategies and must be taken into account by marketers. Cyclical population and situational segment refer to other types of segmentation that may be relevant to marketers, but are not specifically addressed in the scenario. Psychographic factors relate to consumers' values, beliefs, and attitudes, and while these may also be important to consider, they are not the focus of the scenario.

Question 16

When individuals publish information on social networking sites,such as Facebook,Twitter,or Google+,they are generating what type of content?

Accepted Answer

User-generated content refers to any content, such as text, images, or videos, that is created by users rather than professional content creators. When individuals publish information on social networking sites, they are creating this type of content.

Question 17

Since the mid-1970s,there has been a major shift in the Canadian population from rural to urban areas.In fact,more than _______ of Canadians are urban dwellers.

Accepted Answer

According to Statistics Canada, as of 2016, 80% of the Canadian population lived in urban areas. This has been a trend since the mid-1970s, with more and more Canadians moving from rural areas to urban centers for various reasons such as economic opportunities, greater access to services, and cultural and social experiences.

Question 18

When assessing the viability for a new store location,Starbucks will review the population distribution,income,and occupation of those residents that inhabit each area.Which item below is Starbucks most concerned with?

Accepted Answer

Demographics refers to the statistical data of a population, including characteristics such as age, gender, income, and occupation. Since Starbucks is reviewing these factors to assess the viability of a new store location, they are most concerned with demographics. Cultural census, psychographics, and social audits may also be considered, but are not as directly related to the population distribution, income, and occupation of the area.

Question 19

Marketers are activating traditional 'static' messaging and products by employing which mobile technology to engage consumers?

Accepted Answer

QR codes allow consumers to easily access more information or interactive experiences related to a product or message by simply scanning the code with their mobile device. This technology can make static advertisements or packaging more dynamic and engaging for consumers.

Question 20

When a local coffee shop launches a new mobile version of their traditional website that can be found using a mobile phone,the coffee shop recognizes the importance of:

Accepted Answer

The coffee shop's new mobile website indicates their recognition of the importance of mobile marketing, which focuses on reaching target audiences through mobile devices such as smartphones and tablets. By launching a mobile version of their website, the coffee shop is making it easier for users to find and interact with their brand on mobile devices, which is an important aspect of mobile marketing.

Quiz 3: Scanning the Marketing Environment