MNM2605
The target market for 40 Foods Distributors is mothers. In this case, mothers represent
the roles of ... in the family decision-making process.
selector and payer
In the 40 Foods Distributors case study, which option relates to the individual factors
that Miss K's customers will consider when making a decision about buying Miss K Ice
Cream?
perception and learning
The process of creating a positive image or identity of Miss K Ice Cream in the minds of
the consumers by 40 Foods Distributors is known as ...
product positioning.
There are various market characteristics and external influences that have an impact on
an organisation. The MAIN external factor that influences the media industry of Hippo
is ...
governmental.
When Hippo develops a "tool" to provide greater consumer value to its selected target
market in an effort to satisfy consumer needs more effectively than its competitors. This
'tool' is known as a ... strategy.
marketing
Thabo heard that the new Hard Rock Café in Menlyn has the best chicken wings in
town. So he decided to go on Friday night with friends to try the chicken wings. The
experience was not as great as expected, as the chicken wings were dry and
overcooked. Thabo was very disappointed and has vowed that he will never order or
recommend the chicken wings at Hard Rock Café again, due to his newly formed
perception of the food. Which element of perception does this scenario illustrate?
perception is based on the individual's frame of reference
Kgothatso is going to a wedding and needs a new outfit. She goes to Len's boutique
store to see all the different types and brands of outfits. She assesses each one
available, tries each one on and discusses the style, features, advantages and
disadvantages of each type with the salesperson. This refers to a/an ... activity.
physical
Assume Porsche uses Chris Rock to endorse their luxury cars. In the context of
consumer behaviour, Chris Rock, being a celebrity, will be seen as a/an ... in the
Porsche advertisement.
role model
Tebogo is an accounting student at the Durban University of Technology. She attends
classes every day and has daily face-to-face contact with her classmates. The
interaction with her fellow classmates is an example of a/an ... reference group.
primary
Steven's family has been very happy with their PlayStation 3 and colour television.
Steven hears about the new PlayStation 4. He suggests to his father that they should
buy it. Steven plays the roles of the ... in the family decision-making process.
initiator
, Which ONE of the following options BEST describes the element of learning when
consultants are using OMO washing powder (for the first time) to wash clothes in public
to show that it removes all stains in one wash?
response
Indicate to Sara which ONE of the following options best describes aspirational groups?
It is when an individual wishes to belong to a particular group.
Sifiso's mother bought him the Samsung Galaxy Note II 10.1 LTP for his eighteenth
birthday. Sifiso fulfils the ... role in the family decision-making process.
user
The sum total of learnt beliefs, values and customs that direct the consumer behaviour
of members of a particular society or nation is known as ...
culture.
The owner of Pandora Jewellery is unsure about the sequence of the steps in the
adoption of a new product/brand process. Which option BEST illustrates the steps in the
adoption process?
awareness; interest; evaluation; trial; decision; confirmation
40 Foods Distributors offer Miss K Ice Cream in 125 ml cups, 500 ml tubs and 1 litre
tubs. Which base of market segmentation is 40 Foods Distributors using?
usage
Which ONE of the following factors affecting the diffusion of innovation did 40 Foods
Distributors use?
trial
Miss K has retained its positioning as a shareable delight - the very essence of taste
and quality for the past few years - owing to customer ...
loyalty.
According to the case study, which competitive positioning strategy does Tsogo Sun
focus on?
positioning based on service
Which ONE of the following was NOT a basis for segmentation that Microsoft used
during the Microsoft equity equivalent programme?
emotional segmentation
When Microsoft needs to reposition their brands when there is an ever-increasing gap
between what the brand offers and what the market wants. Which repositioning strategy
is used by Microsoft in this regard?
innovative repositioning
Rebecca makes herself the first glass of vegetable juice using her newly purchased
juicer. Which ONE of the following options BEST describes the step Rebecca is in, as
part of the consumer buying process?
post-purchase evaluation
While Eva is waiting in the queue at the till, she decides to buy a chocolate bar that is
displayed at the till. What type of decision-making is this?
impulse decision-making
Mpho has adopted a positive attitude towards the golfing brand TaylorMade because he
always plays a good round of golf with TaylorMade clubs. He has, however, adopted a
negative attitude towards the golfing brand Cobra because he has never played a good
The target market for 40 Foods Distributors is mothers. In this case, mothers represent
the roles of ... in the family decision-making process.
selector and payer
In the 40 Foods Distributors case study, which option relates to the individual factors
that Miss K's customers will consider when making a decision about buying Miss K Ice
Cream?
perception and learning
The process of creating a positive image or identity of Miss K Ice Cream in the minds of
the consumers by 40 Foods Distributors is known as ...
product positioning.
There are various market characteristics and external influences that have an impact on
an organisation. The MAIN external factor that influences the media industry of Hippo
is ...
governmental.
When Hippo develops a "tool" to provide greater consumer value to its selected target
market in an effort to satisfy consumer needs more effectively than its competitors. This
'tool' is known as a ... strategy.
marketing
Thabo heard that the new Hard Rock Café in Menlyn has the best chicken wings in
town. So he decided to go on Friday night with friends to try the chicken wings. The
experience was not as great as expected, as the chicken wings were dry and
overcooked. Thabo was very disappointed and has vowed that he will never order or
recommend the chicken wings at Hard Rock Café again, due to his newly formed
perception of the food. Which element of perception does this scenario illustrate?
perception is based on the individual's frame of reference
Kgothatso is going to a wedding and needs a new outfit. She goes to Len's boutique
store to see all the different types and brands of outfits. She assesses each one
available, tries each one on and discusses the style, features, advantages and
disadvantages of each type with the salesperson. This refers to a/an ... activity.
physical
Assume Porsche uses Chris Rock to endorse their luxury cars. In the context of
consumer behaviour, Chris Rock, being a celebrity, will be seen as a/an ... in the
Porsche advertisement.
role model
Tebogo is an accounting student at the Durban University of Technology. She attends
classes every day and has daily face-to-face contact with her classmates. The
interaction with her fellow classmates is an example of a/an ... reference group.
primary
Steven's family has been very happy with their PlayStation 3 and colour television.
Steven hears about the new PlayStation 4. He suggests to his father that they should
buy it. Steven plays the roles of the ... in the family decision-making process.
initiator
, Which ONE of the following options BEST describes the element of learning when
consultants are using OMO washing powder (for the first time) to wash clothes in public
to show that it removes all stains in one wash?
response
Indicate to Sara which ONE of the following options best describes aspirational groups?
It is when an individual wishes to belong to a particular group.
Sifiso's mother bought him the Samsung Galaxy Note II 10.1 LTP for his eighteenth
birthday. Sifiso fulfils the ... role in the family decision-making process.
user
The sum total of learnt beliefs, values and customs that direct the consumer behaviour
of members of a particular society or nation is known as ...
culture.
The owner of Pandora Jewellery is unsure about the sequence of the steps in the
adoption of a new product/brand process. Which option BEST illustrates the steps in the
adoption process?
awareness; interest; evaluation; trial; decision; confirmation
40 Foods Distributors offer Miss K Ice Cream in 125 ml cups, 500 ml tubs and 1 litre
tubs. Which base of market segmentation is 40 Foods Distributors using?
usage
Which ONE of the following factors affecting the diffusion of innovation did 40 Foods
Distributors use?
trial
Miss K has retained its positioning as a shareable delight - the very essence of taste
and quality for the past few years - owing to customer ...
loyalty.
According to the case study, which competitive positioning strategy does Tsogo Sun
focus on?
positioning based on service
Which ONE of the following was NOT a basis for segmentation that Microsoft used
during the Microsoft equity equivalent programme?
emotional segmentation
When Microsoft needs to reposition their brands when there is an ever-increasing gap
between what the brand offers and what the market wants. Which repositioning strategy
is used by Microsoft in this regard?
innovative repositioning
Rebecca makes herself the first glass of vegetable juice using her newly purchased
juicer. Which ONE of the following options BEST describes the step Rebecca is in, as
part of the consumer buying process?
post-purchase evaluation
While Eva is waiting in the queue at the till, she decides to buy a chocolate bar that is
displayed at the till. What type of decision-making is this?
impulse decision-making
Mpho has adopted a positive attitude towards the golfing brand TaylorMade because he
always plays a good round of golf with TaylorMade clubs. He has, however, adopted a
negative attitude towards the golfing brand Cobra because he has never played a good
