b. understand how consumers comprehend and categorise information.
c. target the market.
d. understand high-involvement consumer choice and judgement processes.
e. alter the memory formation process.
ANSWER: b
67. For many years Westpac has developed marketing communications that stress how low its interest rates are for their
line of credit cards. What type of marketing strategy is Westpac using?
a. co-branding
b. product placement
c. product positioning
d. brand extension
e. perceptual mapping
Name:
Class:
Date:
Chapter 1 - Understanding Consumer Behaviour
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ANSWER: c
68. Every year millions of smokers attempt to quit the habit, but relatively few succeed. To help smokers quit,
pharmaceutical companies developed the nicotine patch. In this situation, an understanding of consumer behaviour helps
to
a. segment the market into homogenous groupings of consumer needs and wants.
b. aid consumers in the product attribute retrieval process.
c. determine consumer satisfaction with the attributes of a product.
d. select a target market from among numerous segments.
e. develop a new product.
ANSWER: e
69. Diet Coke had a makeover; its new cans are redesigned for the first time since its product launch. Its wavy spirit and
style implies that Coca-Cola thinks the bottle will attract consumers' attention and might bring back favourable memories
of the 1960s, with its hip retro vibe. This is an example of how consumer behaviour can
a. select a target market from among numerous segments.
b. aid consumers in the product attribute retrieval process.
c. determine consumer satisfaction with the attributes of a product.
d. aid in decisions about the product mix
e. develop a new product.
ANSWER: a
70. Marketing managers must study consumers in order to determine which media vehicles to use for advertising. Which
of the following is NOT a media vehicle?
a. television commercials
b. ads in magazines
c. billboards by the side of the road
d. signs on city buses
e. All of these choices are examples of media vehicles.
ANSWER: e