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Question 1
Question
When the marketer can neither control nor influence the physical situation:
Answer
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advertising should be increased.
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product improvements should be made.
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the sales force should be increased.
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the various elements of the marketing mix should be altered to match the needs and expectations of the target market.
Question 2
Question
Which motivation research technique requires individuals to respond with the first word that comes to mind?
Answer
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construction
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projection
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association
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sentence completion
Question 3
Question
Which of the following are dimensions of brand personality?
Answer
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ruggedness, sophistication, excitement.
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sincerity, familiarity, excitement.
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familiarity, competence, ruggedness.
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none of the given answers.
Question 4
Question
Which of the following are ways in which disposal decisions may influence marketing strategy?
Answer
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Disposal may be necessary before acquisition of a replacement for financial or space reasons.
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Socially conscious consumers may consider disposal alternatives as important evaluative criteria in the purchase decision.
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Environmentally sound disposal decisions benefit society as a whole.
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All of the given answers influence marketing strategy.
Question 5
Question
Which of the following is a useful approach for determining the relative importance consumers assign to various evaluative criteria?
Answer
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semantic-differential scale
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conjoint analysis
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linear programming
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none of the given answers
Question 6
Question
Which of the following is not a method of identifying opinion leaders?
Answer
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sociometric techniques
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self-designating questionnaires
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spying
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key informants
Question 7
Question
Which of the following is not an example of services with a hedonic consumption purpose?
Answer
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dry cleaning
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sporting event
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facial
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coffee at a café
Question 8
Question
Which of the following is true about very loyal customers?
Answer
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There is no downside to having these types of customers.
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These customers have more extreme reactions in the event of failures in product performance or customer service.
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There is one downside to having these types of customers, which is that they tend to react badly to innovation.
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None of the given answers are correct.
Question 9
Question
Which of the following is true of households characterised by same-sex couples?
Answer
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Not much is known (from research) about their purchase decisions.
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Their decision making is usually dominated by one of the partners.
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They tend to decide individually depending on product category.
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All of the given answers are correct.
Question 10
Question
Which of the following is true regarding ethnic markets?
Answer
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If not sought by a company within Australia, there is little value in using multicultural themes to reflect the make-up of the population.
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An ethnic market is defined as a subcultural group segmented on the basis of ethnicity.
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There is no relationship with stereotyping.
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None of the given answers are correct.
Question 11
Question
Which of the following products is likely to have the least group influence?
Answer
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shoes
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dress
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vitamins
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stereo system
Question 12
Question
Which of the following values would be most critical for the success of biodegradable packages?
Answer
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nature
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material/non-material
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humour/serious
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competition/cooperation
Question 13
Question
Which of the following values would be most critical for the success of toothpaste designed 'for people who can't brush after every meal'?
Answer
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nature
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romantic orientation
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sensual gratification/abstinence
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cleanliness
Question 14
Question
___________ is an example of a shopping orientation cluster.
Answer
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Urban Professionals
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Time Starved Consumers
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Capable Shopping Haters
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Hedonic Consumers
Question 15
Question
__________________ are widely held beliefs that affirm what is desirable.
Answer
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Roles
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Cultural values
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Norms
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Sanctions
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