1) In studying consumers like Gail, a college junior, marketers often find it useful to learn
how they spend their leisure time, their interests in music or clothing, even atand titudes
about social issues, to be able to categorize them according to their lifestyles. This sort of
information is called:
a. core values.
b. psychographics.
c. configurations.
d. physiognomies.
Answer: b
Diff: 2
Type: MC
Page Reference: 6
Skill: Application
Objective: L1-01 Consumer behaviour is a process.
2) Gail decides to take a break from studying, and goes online to check things out. She
connects with one of the product discussion groups that she participates in. This is an
example of a/an:
a. lifestyle discussion.
b. brand competition.
c. consumption community.
d. marketplace competition.
Answer: c
Diff: 2
Type: MC
Page Reference: 3
Skill: Application
,Objective: L1-02 Marketers need to understand the wants and needs of different
consumer segments.
3) If a product succeeds in satisfying needs and is purchased over and over, it most likely
has attained:
a. product separation.
b. brand loyalty.
c. lifestyle variation.
d. purchase conception.
Answer: b
Diff: 1
Type: MC
Page Reference: 4
Skill: Recall
Objective: L1-02 Marketers need to understand the wants and needs of different
consumer segments.
4) The study of the processes involved when individuals or groups select, purchase, use,
or dispose of products, services, ideas, or experiences to satisfy needs and desires is
called:
a. market segmentation,
b. relationship marketing.
c. market research.
d. consumer behaviour
Answer: d
Diff: 1
Type: MC
,Page Reference: 4
Skill: Recall
Objective: L1-01 Consumer behaviour is a process.
5) Tina, a supervisor of displays for Sears Canada, knows that attractive displays can
generate additional sales of particular items. From a marketer's perspective, this is a/an:
a. purchase issue
b. postpurchase issue
c. merchandising complexity
d. loss leader
Answer: a
Diff: 3
Type: MC
Page Reference: 5
Skill: Application
Objective: L1-01 Consumer behaviour is a process.
6) John is the vice president of marketing for a local tour guide company. He is
concerned that his customers are not recommending his company to friends of theirs. For
John, this problem is a:
a. purchase issue.
b. demographic problem.
c. prepurchase issue.
d. postpurchase issue.
Answer: d
Diff: 2
Type: MC
, Page Reference: 5
Skill: Application
Objective: L1-01 Consumer behaviour is a process.
7) The expanded view of the exchange that includes the issues that influence the
consumer before, during, and after a purchase is called:
a. the value.
b. the strategic focus.
c. the pre-sell strategy.
d. the consumption process.
Answer: d
Diff: 1
Type: MC
Page Reference: 5
Skill: Recall
Objective: L1-01 Consumer behaviour is a process.
8) A fast-food chain describes its core customer as a single male under 30 years of age
with a working class job, who reads little, likes loud music, and hangs out with friends.
This is an example of:
a. subculture.
b. marketing segmentation.
c. demographics.
d. typical male Canadian consumer of burgers.
Answer: b
Diff: 3
Type: MC
how they spend their leisure time, their interests in music or clothing, even atand titudes
about social issues, to be able to categorize them according to their lifestyles. This sort of
information is called:
a. core values.
b. psychographics.
c. configurations.
d. physiognomies.
Answer: b
Diff: 2
Type: MC
Page Reference: 6
Skill: Application
Objective: L1-01 Consumer behaviour is a process.
2) Gail decides to take a break from studying, and goes online to check things out. She
connects with one of the product discussion groups that she participates in. This is an
example of a/an:
a. lifestyle discussion.
b. brand competition.
c. consumption community.
d. marketplace competition.
Answer: c
Diff: 2
Type: MC
Page Reference: 3
Skill: Application
,Objective: L1-02 Marketers need to understand the wants and needs of different
consumer segments.
3) If a product succeeds in satisfying needs and is purchased over and over, it most likely
has attained:
a. product separation.
b. brand loyalty.
c. lifestyle variation.
d. purchase conception.
Answer: b
Diff: 1
Type: MC
Page Reference: 4
Skill: Recall
Objective: L1-02 Marketers need to understand the wants and needs of different
consumer segments.
4) The study of the processes involved when individuals or groups select, purchase, use,
or dispose of products, services, ideas, or experiences to satisfy needs and desires is
called:
a. market segmentation,
b. relationship marketing.
c. market research.
d. consumer behaviour
Answer: d
Diff: 1
Type: MC
,Page Reference: 4
Skill: Recall
Objective: L1-01 Consumer behaviour is a process.
5) Tina, a supervisor of displays for Sears Canada, knows that attractive displays can
generate additional sales of particular items. From a marketer's perspective, this is a/an:
a. purchase issue
b. postpurchase issue
c. merchandising complexity
d. loss leader
Answer: a
Diff: 3
Type: MC
Page Reference: 5
Skill: Application
Objective: L1-01 Consumer behaviour is a process.
6) John is the vice president of marketing for a local tour guide company. He is
concerned that his customers are not recommending his company to friends of theirs. For
John, this problem is a:
a. purchase issue.
b. demographic problem.
c. prepurchase issue.
d. postpurchase issue.
Answer: d
Diff: 2
Type: MC
, Page Reference: 5
Skill: Application
Objective: L1-01 Consumer behaviour is a process.
7) The expanded view of the exchange that includes the issues that influence the
consumer before, during, and after a purchase is called:
a. the value.
b. the strategic focus.
c. the pre-sell strategy.
d. the consumption process.
Answer: d
Diff: 1
Type: MC
Page Reference: 5
Skill: Recall
Objective: L1-01 Consumer behaviour is a process.
8) A fast-food chain describes its core customer as a single male under 30 years of age
with a working class job, who reads little, likes loud music, and hangs out with friends.
This is an example of:
a. subculture.
b. marketing segmentation.
c. demographics.
d. typical male Canadian consumer of burgers.
Answer: b
Diff: 3
Type: MC
