Course Introduction
Canadian Marketing
Textbook Exam Questions
Canadian Marketing explores the unique characteristics, opportunities, and challenges of marketing within the Canadian context. The course examines a range of topics including consumer behavior, segmentation, branding, and promotional strategies as they relate to Canadas multicultural landscape and regional diversity. Students will analyze the impact of Canadian regulations, ethical considerations, and economic factors on marketing decisions, and study how businesses adapt their strategies to serve both domestic and international markets. Emphasis is placed on real-world case studies and current trends, preparing students for successful marketing careers in Canadas dynamic environment.
Recommended Textbook
Marketing 3rd Canadian Edition by Dhruv
Grewal
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Page 2
Chapter 1: Overview of Marketing
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Q1) A non-governmental organization provides food and shelter to homeless people.Food and shelter are included in the definition of:
A) demand.
B) want.
C) exchange.
D) necessity.
E) need.
Answer: E
Q2) Spatialtech,an aerospace company,is a major service provider for space research organizations.This is an example of:
A) C2C marketing.
B) C2B marketing.
C) B2B marketing.
D) B2C marketing.
E) D2R marketing.
Answer: C
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Chapter 2: Developing Marketing Strategies and a Marketing Plan
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Q1) In the context of a SWOT analysis,which of the following is considered an opportunity to businesses?
A) Presence of wide distribution networks
B) Availability of strong financial resources
C) Favourable political changes
D) Superior product offerings
E) Presence of a strong base of loyal customers
Answer: C
Q2) Dorbo Inc.a manufacturer of microprocessors,is known for innovation and holds more than 300 patents.The company invents a microprocessor based on nanotechnology and introduces it to its current customers.Which strategy does Dorbo use in this scenario?
A) Customer intensification
B) Diversification
C) Product development
D) Market penetration
E) Market development
Answer: C
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Chapter 3: Marketing Ethics
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Sample Questions
Q1) Government regulation may help to create a level playing field for competition and set standards for marketers to follow.
A)True
B)False
Answer: True
Q2) Diana is 66 years old.While shopping for products,she prefers to buy recognizable brands and is extremely quality conscious.Diana also prefers to shop at convenient locations.Which of the following generational cohorts does she belong to?
A) Tweens
B) Generation Y
C) Generation X
D) Baby boomers
E) Seniors
Answer: E
Q3) Food-related advertisements cannot be aired during children's programming.
A)True
B)False
Answer: True
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Chapter 4: Analyzing the Market Environment
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Q1) Fiola buys a new car.After having bought the car,she sees an advertisement of another car listing all its benefits.She questions whether she made the right choice.She regrets purchasing her car without checking the other option.This is an example of:
A) habitual decision making.
B) an internal search for information.
C) postpurchase dissonance.
D) impulse buying.
E) an external search for information.
Q2) A change in a person's thought process or behaviour that arises from experience and takes place throughout the consumer decision process is called: A) perception.
B) involvement.
C) learning.
D) motive.
E) attitude.
Q3) Explain the factors that affect consumers' search processes.
Q4) Explain Maslow's hierarchy of needs.
Q5) Explain the concept of consumer decision rules.
Q6) Explain three examples of decision heuristics.
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Chapter 5: Consumer Behavior
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Q1) At which stage of business-to-business buying process is the evaluation and decision-making activity carried out by the committee at Kid's World?
A) Order specification
B) Vendor performance assessment
C) Proposal analysis and supplier selection
D) Product specification
E) RFP process
Q2) The decision made by the design team and the order placed by the procurement team indicate that the type of buy made by Claystone is a:
A) new buy.
B) supplier buy.
C) modified rebuy.
D) discount buy.
E) straight rebuy.
Q3) What are differences between a new buy,a straight rebuy,and a modified rebuy?
Q4) Explain the different types of buying situations.
Q5) What are the typical characteristics of products available in business-to-business (B2B)markets?
Q6) What is business-to-business (B2B)marketing?
Page 7
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Chapter 6: Business-To-Business Marketing
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Q1) Firms embrace differentiated segmentation because:
A) it is much easier to plan promotional strategies for different products being offered to different segments of the market.
B) it helps them obtain a bigger share of the market and increase the market for their products overall.
C) it does not require them to develop separate strategies for different groups.
D) it protects the dilution of the brand.
E) it is inexpensive and cost effective.
Q2) You are a product manager in a pharmaceutical company.You have developed a new drug to treat a particular terminal illness.How,as a manager,would you segment,target,and position the market for the pharmaceutical company? How would you position the new drug?
Q3) Explain the concept of PSYTE cluster profiles.
Q4) Consumers buy many products and services because of their primary motivations-that is,how they see themselves in the world and how that self-image governs their activities.
A)True
B)False
Q5) Discuss the use of value as a positioning method with examples.
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Chapter 7: Global Marketing
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Q1) A major advantage of primary research is that it can be tailored to fit research questions.
A)True
B)False
Q2) Qualtrics,a popular survey tool,is used in which of the following research methods?
A) In-depth interviews
B) Focus groups
C) Projective technique
D) Ethnography
E) Web surveys
Q3) Which of the following is an advantage of secondary data?
A) It addresses specific research needs.
B) It is highly specific as it is timely.
C) It saves time in data collection.
D) The sources used by this research are always relevant and original.
E) It is typically always adequate in meeting researchers' needs.
Q4) Mention any two sources of secondary data.
Q5) Explain the method of projective technique used for data collection in market research.
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Chapter 8: Segmentation, Targeting, and Positioning
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Q1) The process by which an idea that describes a product or a service is presented to potential buyers to obtain their reactions can be best termed as:
A) test marketing.
B) product development.
C) concept testing.
D) diffusion of innovation.
E) reverse engineering.
Q2) If a firm is facing intense competition on the prices of its product and in turn it is leading to a decrease in the firm's profit margins,then the product is said to be in which stage of its life cycle?
A) Decline
B) Introduction
C) Maturity
D) Growth
E) Deterioration
Q3) List three reasons firms innovate.
Q4) What advantages do pioneers have in a market?
Q5) Why are new-to-the-world products called "disruptive"?
Q6) What is a product?
10
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Chapter 9: Marketing Research
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Q1) Stock keeping units (SKUs)are added or deleted in existing categories to stimulate sales or react to consumer demand.
A)True
B)False
Q2) Explain how packaging could be used as a marketing tool.
Q3) The products or services for which a consumer is not willing to spend any effort to evaluate prior to purchase are called:
A) shopping products/services.
B) unsought products/services.
C) luxury products/services.
D) specialty products/services.
E) convenience products/services.
Q4) A celebrity sportsperson endorses a particular product.A consumer equates the product with physical fitness and sports.This is an example of:
A) brand association.
B) brand awareness.
C) brand loyalty.
D) brand personality.
E) perceived value.
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Chapter 10: Product, Branding, and Packaging Decisions
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Q1) Christine is the head of operations in an electronics retail chain.Explain any two methods that Christine could use to close delivery gaps that could result in a service failure.
Q2) In the context of service quality,the dimension of reliability refers to the:
A) willingness of service providers to help customers and provide prompt service.
B) knowledge of and courtesy by employees and their ability to convey trust and confidence.
C) ability to perform a service dependably and accurately.
D) caring,individualized attention provided to customers.
E) appearance of physical facilities,personnel,and communication materials of service.
Q3) Which of the following strategies will help a firm in reducing the standards gap?
A) Promising only what it can deliver or a little less
B) Using customer complaint behaviour effectively
C) Collecting consumers' perceptions of service quality by using a questionnaire
D) Setting specific service standards based on customers' expectations
E) Replacing people with machines
Q4) Why is the perishability of services a challenge for marketers?
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12
Chapter 11: Developing New Products
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Q1) Differentiate between an elastic and an inelastic market.
Q2) Jared's,an exclusive deli,marked down its smoked sausages from $9.99 to $6.99 in a prominently displayed poster at its smoked meats section.When consumers viewed the sale price,they tended to pick more smoked sausages than they required.This is an example of strategy using:
A) everyday low price.
B) external reference price.
C) high/low pricing.
D) market penetration pricing.
E) rebates.
Q3) A prominent fast-food chain sets a very low price for its burgers with the intent of driving its competition out of business.This is an example of:
A) predatory pricing.
B) vertical price fixing.
C) horizontal price fixing.
D) price discrimination.
E) bait and switch.
Q4) Explain the limitations associated with a break-even analysis.
Q5) Differentiate between complementary products and substitute products.
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Chapter 12: Services: The Intangible Product
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Q1) A firm that adopts selective distribution will have only one retailer in a geographic area.
A)True
B)False
Q2) Which of the following is an example of using a pull strategy?
A) A company increases the number of intermediaries to sell its products.
B) A retail shop announces a stock clearance sale.
C) An insurer hires more agents to sell more.
D) A firm appoints more salespeople to increase sales.
E) A company uses mass media advertisements for its products.
Q3) What is electronic data interchange?
Q4) Wholesalers do not take title to the products that they sell.
A)True
B)False
Q5) Explain how supply chain management affects marketing.
Q6) Explain how distribution channels add value.
Q7) Explain how distribution styles are classified based on their intensity.
Q8) Explain logistics management.
Q9) Compare and contrast distribution channel,supply chain,and logistics management. Page 14
Q10) Describe the common logistical functions that intermediaries perform.
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Page 15
Chapter 13: Pricing Concepts for Establishing Value
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Q1) Explain briefly how the retail landscape has metamorphosized into a value-driven world.
Q2) Which of the following general merchandise retailers concentrate on a limited number of complementary merchandise in relatively small stores?
A) Discount stores
B) Department stores
C) Specialty stores
D) Drugstores
E) Convenience stores
Q3) Leo Corp.,a hardware retailer,sells products at low prices that appeal to the working class.Leo has flyer inserts that advertise current sales and special pricing delivered with a popular newspaper.Which of the following elements of the marketing mix is Leo using to create its retail strategy?
A) Process
B) Product
C) People
D) Price
E) Place
Q4) Explain the benefits of a store channel.
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Chapter 14: Strategic Pricing Methods
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Q1) A company specializes in technical gadgets for home security.Its advertisements focus on the fear of threat and the potential dangers that loved ones might face in case a home is left unguarded.This is an example of:
A) esteem appeal.
B) emotional appeal.
C) physiological appeal.
D) ethos appeal.
E) social appeal.
Q2) A company that manufactures cars advertises the safety features in the car,the mileage,speed,and the added accessories available with the car.This is an example of: A) esteem appeal.
B) emotional appeal.
C) physiological appeal.
D) rational appeal.
E) social appeal.
Q3) You have opened a new gym.How would you use direct marketing to attract target customers to it?
Q4) Explain the concept of unique selling proposition.
Q5) Explain the concept of sales promotions.
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Chapter 15: Supply Chain and Channel Management
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Sample Questions
Q1) Marketing communication must work to increase a customer's interest level once he or she is aware that a company or product exists.
A)True
B)False
Q2) A firm named Pizzerio Inc.offers free pizzas based on a chance drawing of consumers who buy and fill up lucky-draw forms from its retail stores.This is an example of a sweepstake.
A)True
B)False
Q3) In the personal selling process,which of the following extends the qualification of leads procedure?
A) Objection handling
B) Preapproach
C) Sales closing
D) Sales follow-up
E) Sales presentation
Q4) Explain any three types of consumer sales promotions.
Q5) Briefly explain the difference between advertising regulations in Canada and the European Union in terms of handling puffery.
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Chapter 16: Retailing and Multichannel Marketing
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Q1) Which of the following is true of Facebook?
A) It is a corporate blog designed to allow marketing managers to maintain a two-way dialogue directly with end users.
B) It allows companies to broadcast from their own channel,that is,a site that contains content relevant only to the company's own products.
C) It enables sharing updates,news,and opinions,as well as monitoring popular news stories and tracking growing trends.
D) It is designed as a platform for gaming communities to interact online and draw in new customers interested in gaming.
E) It is an exclusive forum for professionals and entrepreneurs to build their networks.
Q2) Discuss the role of LinkedIn as a marketing platform.
Q3) How does mobile media influence the market?
Q4) Thought-sharing sites,like blogs,are not effective in providing customer education.
A)True
B)False
Q5) Briefly describe sentiment analysis.
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19
Chapter 17: Integrated Marketing Communications
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Q1) What are the environmental concerns associated with global marketing?
Q2) Which of the following is an example of direct exporting?
A) A paint manufacturing company allows a local manufacturer to produce its paint products by licensing its technology.
B) A lab equipment manufacturer in Korea sells its products through a local retail chain in India.
C) A company exporting gems in India sells its gems through a jewellery retailer in Australia.
D) A kitchen boutique sells its kitchen appliances in the host country by using its own retail outlets.
E) A British company sells its machinery to a Canadian manufacturer that is licensed to produce and market goods in that country.
Q3) What is cultural imperialism?
Q4) Contract manufacturing is a variant of a joint venture in which a domestic firm provides management consulting and advice to a foreign firm.
A)True
B)False
Q5) What is purchasing power parity?
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Chapter 18: Advertising, Public Relations, and Sales Promotions
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Q1) Acting in a socially desirable manner by taking actions that benefit society provides a company with only intangible benefits.
A)True
B)False
Q2) Once the explicit rules and implicit understandings that govern all the transactions of a firm are in place,there must be:
A) a system of controls that rewards appropriate behaviour and punishes inappropriate behaviour.
B) a discussion on the necessity of following ethical practices in business.
C) weekly reminder seminars to enforce guidelines.
D) commitment from customers to accept these rules.
E) cooperation from competitors to avoid conflicting outcomes.
Q3) Identify the two factors that have driven the trend toward greater corporate social responsibility in Canada.
Q4) Why are marketers more likely to be singled out for criticism about unethical behaviour than other business professionals?
Q5) What short-run versus long-run ethical dilemma do employees in a firm often face? How do they avoid it?
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