Marketing - Multiple Choice Questions

Multiple Choice Questions

This section contains 10 multiple-choice questions. Each correct answer earns 2 marks; no mark is deducted for incorrect or unanswered questions. Write your answers clearly in the general purpose data sheet provided.

1.  A company has done some research on consumers to identify a group of ‘technophiles’; a group of consumers who regard technology as an end in itself. What the company has done is best described as:

1. Positioning strategy
2. Market segmentation
3. Categorised consumer materialism
4. A consumer behaviour audit
5. Engaged with consumers’ belongingness needs

2.  To change a consumer’s emotional reactions to a car freshener, the most likely effective marketing strategy could involve:

1. Classical conditioning
2. Product positioning
3. Changing their beliefs
4. Changing the consumer’s ideal of car freshener
5. Shifting the importance of attributes of the car freshener

3.  Jerry has said “I don’t drink alcohol as much anymore because my friends get sick of me when I’m drunk.” Under the Theory of Reasoned Action, Jerry’s statement is best an example of:

1. Conation attitude
2. Affective attitude
3. A subjective norm
4. Cognitive attitude
5. Normative heuristics

4.  A printed beer advertisement places a picture of a single beer in the middle of a white space. The marketing team decided for a long time on whether the beer should be placed in the centre or the top right-hand corner of the advertisement. This choice seems to have been most likely been guided by:

1. Figure-Ground principle
2. Selective exposure
3. Weber’s law
4. Contrast
5. Isolation

5.  Adam considers his deodorant shopping as a low-involvement purchase. He likes buying Rexona as he recalls their advertising slogan ‘It won’t let you down.’ He memorized the slogan after having it stuck in his head for a number of days. This form of learning is best describes as:

1. Consumer socialisation
2. Classical conditioning
3. Vicarious learning
4. Iconic rote learning
5. Cognitive learning

6.  Gerald is experiencing tension between his own impulsive wants and sociocultural constraints expected of him. Gerald would most likely manifest this through:

1. Projection
2. Identity disposition
3. Repression
4. Answers A and C
5. None of the above

7.  Jane has bought a box of tissues just yesterday. She has a runny nose and needs to wipe her nose frequently so she wants a thick-ply tissue that will not be too rough on her skin. She decides between two tissue packs of the same brand where one is 3-ply tissue and the other is 4-ply tissue and has aloe vera added. She chooses the 3-ply tissue package because it is slightly cheaper but today she has a sore nose from wiping it so much and is annoyed with her choice. What Jane is experiencing is best described as: