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