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Quiz on 4, created by Leo Yuan on 28/10/2017.
Leo Yuan
Quiz by Leo Yuan, updated more than 1 year ago
Leo Yuan
Created by Leo Yuan about 7 years ago
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Resource summary

Question 1

Question
According to the text, 'extinction' refers to:
Answer
  • products ceasing to be manufactured.
  • forgetting.
  • fading levels of consumer brand loyalty.
  • withdrawal of reinforcement.

Question 2

Question
According to your text, which are some of the issues and assumptions marketers face in using social class?
Answer
  • Marketers tend to assume that all consumers desire upward social mobility.
  • Marketers tend to assume all consumers want to emulate the behaviours and consumption patterns of those above them in the social-class system.
  • Marketers tend to assume consumers always want to be exposed to advertising.
  • Marketers tend to assume that all consumers desire upward social mobility and that all consumers want to emulate the behaviours and consumption patterns of those above them in the social-class system.

Question 3

Question
After a general target market is selected, the strategy whereby the firm initially focuses on those individuals within the target market most likely to be innovators and early adopters is called:
Answer
  • market research based on a stage in the product life cycle.
  • a 'moving target market' approach.
  • a 'stable target market' approach.
  • product positioning based on a stage in the product life cycle.

Question 4

Question
All of the brands that a consumer is aware of but is indifferent toward are known as the:
Answer
  • inept set.
  • so what set.
  • evoked set.
  • inert set.

Question 5

Question
All of the brands that a consumer would consider for the solution of a particular problem are known as the:
Answer
  • inept set.
  • decision set.
  • evoked set.
  • inert set.

Question 6

Question
All of the following are examples of shopping orientation clusters except:
Answer
  • Happy Busy Shoppers.
  • Happy Social Shoppers.
  • Challenged Shopping Avoiders.
  • Sad Shopping Nuts.

Question 7

Question
All of the following are used as surrogate indicators of quality except:
Answer
  • brand name.
  • packaging.
  • colour
  • All of the given answers are surrogate indicators of quality.

Question 8

Question
All of the following could either increase or decrease the level of external search except:
Answer
  • social status.
  • shopping orientation.
  • product involvement.
  • social surroundings.

Question 9

Question
An active problem is one which the consumer:
Answer
  • is aware of.
  • has given up solving.
  • has solved.
  • assigns a high relative importance to.

Question 10

Question
An ad that states 'Panadol is a headache remedy' is using what type of learning?
Answer
  • conditioning
  • iconic rote
  • vicarious learning
  • none of the given answers.

Question 11

Question
An approach to determining the problems consumers face by analysing the purchase and/or use of a particular product or brand is known as:
Answer
  • activity analysis.
  • situation analysis.
  • latent problem analysis.
  • none of the given answers.

Question 12

Question
An example of a 'contrast' is:
Answer
  • using two bright colours in an ad.
  • placing a black and white ad in a magazine full of colour ads.
  • a four colour magazine ad.
  • a black and white ad.

Question 13

Question
An example of a continuous innovation is:
Answer
  • radial keratotomy.
  • multigrain bread.
  • smartphones
  • camcorders.

Question 14

Question
An increase in the 45-54 age group would imply a strong demand for:
Answer
  • toys
  • holidays
  • insurance
  • electronic goods.

Question 15

Question
An individual tends to be an opinion leader:
Answer
  • for a wide range of products.
  • only for certain brands within a product category.
  • only for specific product or activity clusters.
  • for all brands within a specific product category.

Question 16

Question
Any source of products or services for consumers is referred to as a:
Answer
  • store
  • catalogue retail outlet.
  • retail outlet.
  • shop

Question 17

Question
As male shoppers become increasingly involved in shopping for retail products, retail strategy will change by:
Answer
  • increasing advertising targeted at men.
  • sales force retraining.
  • redesigned store layout.
  • All of the given answers are correct.

Question 18

Question
As more information becomes available on the internet:
Answer
  • the cost of getting information decreases.
  • the quality of information decreases.
  • consumers cannot identify key evaluative criteria.
  • consumers cannot accelerate the decision-making process.

Question 19

Question
Aspirational reference groups are:
Answer
  • non-membership groups with a negative attraction.
  • membership groups with a positive attraction.
  • non-membership groups with a positive attraction.
  • membership groups with a negative attraction.

Question 20

Question
Attention occurs when:
Answer
  • an individual is exposed to a stimulus.
  • the individual can recall the stimulus.
  • the individual assigns meaning to the stimulus.
  • the receptor nerves pass the sensations on to the brain for processing.
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