MNM3604 January/February Supplementary Exam
Memo | Due January/February 2026 | Shopper
Marketing (UNISA)
,Question 1: What is the primary goal of shopper marketing?
• A) Increase brand loyalty
• B) Drive sales at the point of purchase
• C) Enhance product development
• D) Improve customer service
Correct Option: B) Drive sales at the point of purchase
Rationale: The primary goal of shopper marketing is to influence shopping behavior at
the point of purchase to increase sales and drive product visibility.
Question 2: Which of the following is a key component of effective in-store
marketing?
• A) Reducing prices
• B) Point-of-sale displays
• C) Extensive advertising
• D) Employee training programs
Correct Option: B) Point-of-sale displays
Rationale: Point-of-sale displays are critical because they attract shoppers' attention at
the final moment of decision-making, thereby influencing purchase behavior.
Question 3: Shopper insights are primarily gathered through:
• A) Market research only
• B) In-store observations, surveys, and data analytics
• C) Advertising campaigns
• D) Product trials
Correct Option: B) In-store observations, surveys, and data analytics
Rationale: Shopper insights are derived from a combination of in-store observations,
surveys, and data analytics, providing a well-rounded understanding of shopper
behavior.
Question 4: Which term describes the area in a store where a shopper makes the
final purchasing decision?
• A) Store entrance
, • B) Point of sale
• C) Checkout zone
• D) Aisle display
Correct Option: B) Point of sale
Rationale: The point of sale is where the final purchasing decision occurs, making it a
critical area for marketing strategies aimed at influencing shoppers.
Question 5: The concept of “path to purchase” relates to:
• A) The process from product development to shelf placement
• B) The journey a consumer takes from awareness to purchase
• C) The supply chain logistics of product delivery
• D) The retailer’s pricing strategy
Correct Option: B) The journey a consumer takes from awareness to purchase
Rationale: The path to purchase encompasses the entire journey a consumer
experiences, starting from awareness and leading to the actual purchase decision.
Question 6: Which of the following is a common shopper marketing strategy used
by retailers?
• A) Personal selling
• B) Seasonal promotions
• C) Direct mail advertising
• D) Celebrity endorsements
Correct Option: B) Seasonal promotions
Rationale: Seasonal promotions are commonly used as they attract shoppers and
encourage purchasing during specific times of the year.
Question 7: What does the term "category management" refer to in shopper
marketing?
• A) Managing inventory levels
• B) Organizing products into specific categories for promotion
• C) Analyzing customer demographics
• D) Training staff on product features
Memo | Due January/February 2026 | Shopper
Marketing (UNISA)
,Question 1: What is the primary goal of shopper marketing?
• A) Increase brand loyalty
• B) Drive sales at the point of purchase
• C) Enhance product development
• D) Improve customer service
Correct Option: B) Drive sales at the point of purchase
Rationale: The primary goal of shopper marketing is to influence shopping behavior at
the point of purchase to increase sales and drive product visibility.
Question 2: Which of the following is a key component of effective in-store
marketing?
• A) Reducing prices
• B) Point-of-sale displays
• C) Extensive advertising
• D) Employee training programs
Correct Option: B) Point-of-sale displays
Rationale: Point-of-sale displays are critical because they attract shoppers' attention at
the final moment of decision-making, thereby influencing purchase behavior.
Question 3: Shopper insights are primarily gathered through:
• A) Market research only
• B) In-store observations, surveys, and data analytics
• C) Advertising campaigns
• D) Product trials
Correct Option: B) In-store observations, surveys, and data analytics
Rationale: Shopper insights are derived from a combination of in-store observations,
surveys, and data analytics, providing a well-rounded understanding of shopper
behavior.
Question 4: Which term describes the area in a store where a shopper makes the
final purchasing decision?
• A) Store entrance
, • B) Point of sale
• C) Checkout zone
• D) Aisle display
Correct Option: B) Point of sale
Rationale: The point of sale is where the final purchasing decision occurs, making it a
critical area for marketing strategies aimed at influencing shoppers.
Question 5: The concept of “path to purchase” relates to:
• A) The process from product development to shelf placement
• B) The journey a consumer takes from awareness to purchase
• C) The supply chain logistics of product delivery
• D) The retailer’s pricing strategy
Correct Option: B) The journey a consumer takes from awareness to purchase
Rationale: The path to purchase encompasses the entire journey a consumer
experiences, starting from awareness and leading to the actual purchase decision.
Question 6: Which of the following is a common shopper marketing strategy used
by retailers?
• A) Personal selling
• B) Seasonal promotions
• C) Direct mail advertising
• D) Celebrity endorsements
Correct Option: B) Seasonal promotions
Rationale: Seasonal promotions are commonly used as they attract shoppers and
encourage purchasing during specific times of the year.
Question 7: What does the term "category management" refer to in shopper
marketing?
• A) Managing inventory levels
• B) Organizing products into specific categories for promotion
• C) Analyzing customer demographics
• D) Training staff on product features
