Marketing Communications Exam Practice Tests
Course Introduction
Marketing Communications explores the strategies and tools organizations use to effectively communicate with target audiences and build brand awareness. The course covers the integration of advertising, public relations, sales promotion, direct marketing, digital media, and personal selling within an overarching marketing communications plan. Students learn to design messaging, select appropriate channels, and evaluate campaign effectiveness, considering ethical, legal, and social issues in the communication process. Through practical projects and case studies, the course prepares students to create compelling and cohesive marketing communications that support organizational goals.
Recommended Textbook
Consumer Behaviour Buying Having and Being 7th Canadian Edition by Michael Solomon
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15 Chapters
1842 Verified Questions
1842 Flashcards
Source URL: https://quizplus.com/study-set/2020
Page 2
Chapter 1: An Introduction to Consumer Behaviour
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122 Verified Questions
122 Flashcards
Source URL: https://quizplus.com/quiz/40186
Sample Questions
Q1) If Maple Leaf Foods of Toronto were to donate a certain percentage of its annual profits to adult literacy,they would be engaged in:
A) lifestyle segmentation.
B) irresponsible practices.
C) corporate giving.
D) database marketing.
Answer: C
Q2) Which Act is designed to protect consumers against purchasing food,cosmetics,or drugs that are deceptive or misleading,or that may pose a risk to health?
A) Food and Drugs Act
B) Consumer Packaging and Labelling Act
C) Hazardous Products Act
D) National Trademark and True Labelling Act
Answer: A
Q3) "Shopaholics" turn to shopping in much the same way as addicted people turn to drugs or alcohol.
A)True
B)False
Answer: True
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Page 3
Chapter 2: Perception
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132 Verified Questions
132 Flashcards
Source URL: https://quizplus.com/quiz/40187
Sample Questions
Q1) Some years ago,McDonald's claimed that its Big Mac had "Two all-beef patties,special sauce,lettuce,cheese,pickles,onions,on a sesame seed bun." Today if consumers hear "Two all-beef patties...," they laughingly play the game,completing the entire line of copy. Their participation illustrates the gestalt principle of:
A) recency.
B) closure.
C) exposure.
D) completion.
Answer: B
Q2) ________ involves using communications that are unexpected and unconventional in ways that target consumers in unexpected places.
A) Sensory marketing
B) Stealth marketing
C) Guerilla marketing
D) Viral marketing
Answer: C
Q3) List the five sensory systems.
Answer: sight,sound,smell,taste,and touch
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4
Chapter 3: Learning and Memory
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124 Verified Questions
124 Flashcards
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Sample Questions
Q1) What are the three methods used in instrumental conditioning? Provide an example of each.
Answer: May vary depending on the example used. The three forms of instrumental conditioning are positive reinforcement,negative reinforcement,and punishment. Giving a dog a treat for performing a trick is an example of positive reinforcement. Taking a shower and getting rid of the bad smell is an example of a negative reinforcement. Getting yelled at by a boss after doing a job poorly is an example of a punishment.
Q2) The belief that if you gamble long enough (e.g.,on a slot machine),you will eventually win,shows an understanding of which type of reinforcement scheduling?
A) fixed-interval
B) fixed-ratio
C) variable-interval
D) variable-ratio
Answer: D
Q3) Licensing is one form of stimulus generalization applied to marketing strategy.
A)True
B)False
Answer: True
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Page 5
Chapter 4: Motivation and Affect
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122 Verified Questions
122 Flashcards
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Sample Questions
Q1) Katrina had a difficult choice to make. The Honda Civic and Mazda 3 cars were almost identical in terms of features and styling,but the Mazda 3 was priced $400 less. She decided to buy the Mazda,but the next day read a Consumer Reports article that said the Mazda resale value would be $800 less than the Honda after 3 years. In terms of conflict,what was Katrina most likely facing?
A) approach-avoidance
B) cognitive dissonance
C) caveat emptor
D) avoidance-avoidance
Q2) Eli isn't happy. He wishes that he didn't have to take the bus to school and that he had a BMW like his friend Jonathan. Eli is experiencing:
A) jealousy.
B) embarrassment.
C) anger.
D) envy.
Q3) Ethan wants to purchase a car that is sporty,but he is worried about its impact on the environment. What type of motivational conflict is he likely experiencing?
Q4) What is motivation?
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Page 6
Chapter 5: The Self
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119 Verified Questions
119 Flashcards
Source URL: https://quizplus.com/quiz/40190
Sample Questions
Q1) Jerome is a true fan of the Calgary Stampeders. This attachment helps to define his extended self.
A)True
B)False
Q2) Unilever conducted a survey asking 3200 women from around the world to describe their looks. While only 2% called themselves "beautiful," most saw themselves as:
A) unattractive
B) average
C) above average
D) below average
Q3) Research suggests that people with asymmetrical facial features are less desirable.
A)True
B)False
Q4) The reason that a person would be willing to be tattooed now,who would not have considered it 20 years ago,shows the power of gender-role categorization.
A)True
B)False
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Chapter 6: Personality, Lifestyles, and Values
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123 Verified Questions
123 Flashcards
Source URL: https://quizplus.com/quiz/40191
Sample Questions
Q1) According to motivational research on consumption,when Carol wears long white gloves with her evening gown and removes them,she is following which of the following motives?
A) femininity
B) eroticism
C) status
D) security
Q2) The List of Values (LOV)scale identifies:
A) consumer attitudes to products that are connected to romance and online dating services.
B) how values relate to a five-dimension personality scale.
C) nine consumer segments based on the values they endorse.
D) consumption patterns that are motivated by price-bracket concerns.
Q3) How are psychographics distinct from demographics,and why are psychographics necessary to better understand marketing and consumer behaviour?
Q4) Explain the concept of lifestyle and why it is important to marketers.
Q5) Guita is very aware of her publicly displayed self-image. She purchases clothing and cosmetics to convey a positive image of her self to others. Describe which trait she is likely high on.
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Chapter 7: Attitudes
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122 Verified Questions
122 Flashcards
Source URL: https://quizplus.com/quiz/40192
Sample Questions
Q1) Compare and contrast descriptive norms and injunctive norms. Give an example of how each might be used in a city-wide campaign encouraging consumers to recycle.
Q2) The attitude accessibility perspective suggests that:
A) long-term memory retrieval affects a person's attitude.
B) it is difficult to access a correct attitude if there is no trigger feature present.
C) behaviour is a function of a person's immediate perceptions of an attitude object in the context of the situation in which it is encountered.
D) attitudes are susceptible to proactive and retroactive interference.
Q3) What does Katz mean by the "utilitarian function?"
Q4) Shirley tends to keep her room tidy,a task her mother requests of her. This is a response to what?
A) subjective norms
B) injunctive norms
C) peer pressure
D) social judgment
Q5) Describe the three levels of involvement affecting consumer commitment to an attitude.
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Chapter 8: Attitude Change and Interactive Communications
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118 Verified Questions
118 Flashcards
Source URL: https://quizplus.com/quiz/40193
Sample Questions
Q1) If John Holmes from the TV show Holmes on Homes were hired as a spokesperson for an electric power tool manufacturer,he most likely would have "star power" due to:
A) a representation of celebrity displacement.
B) an allegiance with the firm.
C) an allowance for being amateurish.
D) the match-up hypothesis.
Q2) The ad named one brand of diapers and compared them with another brand's in terms of "dryness effectiveness." This is an example of comparative advertising.
A)True
B)False
Q3) People who tend to be sensitive about the opinions of others:
A) avoid asking to keep from being embarrassed.
B) are more persuaded by an attractive source.
C) reflect cheerfully and then decide.
D) consult a communicative interactive model.
Q4) What is the elaboration likelihood model of persuasion? Describe and discuss its features. What are the implications of the ELM for marketing promotions?
Q5) What is customer co-creation? Give an example.
Page 10
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Chapter 9: Individual Decision Making
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129 Verified Questions
129 Flashcards
Source URL: https://quizplus.com/quiz/40194
Sample Questions
Q1) Explain the relationship between the evoked set,the inept set,and the inert set.
Q2) Which buyers are most sensitive to psychological risks in purchase decisions?
A) those who are elderly, frail, or in ill health
B) those with little income and wealth
C) those who are insecure and uncertain
D) those lacking respect or attractiveness to peers
Q3) Explain what is meant by the term "consumer hyperchoice."
Q4) John happened to stop by a showroom and test drive a new Acura LX and then decided he should replace his 2001 clunker before starting his new job. What has occurred?
A) impulse shopping
B) marketing benefit
C) need recognition
D) opportunity recognition
Q5) Hirosi ordered the expensive "heart attack special" at his local pub. It came with a full pound of hamburger and a full bucket of fries. Halfway through the meal,Hirosi was not feeling well. Yet according to the sunk-cost fallacy,Hirosi will continue until he has finished the "special."
A)True
B)False
Page 11
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Chapter 10: Buying and Disposing
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130 Verified Questions
130 Flashcards
Source URL: https://quizplus.com/quiz/40195
Sample Questions
Q1) What are the problems associated with disposal and new technology?
Q2) One emerging consumer trend involves the movement away from the purchase and ownership of tangible goods towards other models. Describe what these models look like.
Q3) An economic downturn stimulates the lateral cycling process.
A)True
B)False
Q4) Give an example of the negative impact that co-consumers can have.
Q5) Which of the following is an atmospheric that will have a positive effect on the patrons?
A) dim lighting in a toy store
B) soothing music at a franchise restaurant
C) bright lights at a spa
D) pink lighting at cosmetic counters
Q6) When Dylan sells his used guitar on Craigslist,this is an example of:
A) lateral cycling.
B) transumption.
C) ritual cleansing.
D) freecycling.
Q7) What are the three different ways a consumer can act on dissatisfaction?
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Chapter 11: Group Influence and Social Media
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125 Verified Questions
125 Flashcards
Source URL: https://quizplus.com/quiz/40196
Sample Questions
Q1) Bernard is a self-confessed computer geek,and he is proud to be good at computers,but not sports. He likely views ________ as a dissociative reference group.
A) other guys
B) jocks
C) other computer geeks
D) IT enthusiasts
Q2) Michele was out shopping with her friends for a dress to annual spring ball. The girls decided that they were all going to go sleeveless and wear long gloves. Michele found a dress she adored but it had long flowing sleeves. Her friends told her if she bought that dress she would have to sit at a different table that night. Michele did not buy the dress. This is an example of what type of power?
A) coercive
B) information
C) legitimate
D) media
Q3) What effect might propinquity have on Bella's relationship with her next-door neighbour as opposed to a person in the next street?
Q4) Briefly outline the three types of reference group influence.
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Page 13
Chapter 12: Income, Social Class, and Family Structure
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121 Verified Questions
121 Flashcards
Source URL: https://quizplus.com/quiz/40197
Sample Questions
Q1) What does the family life cycle (FLC)concept intend to do?
A) stabilize family fertility rates
B) combine trends in income and family type with demands on income
C) compare how we live now compared to the past
D) combine trends in family size with spending patterns
Q2) Explain why marketers would be interested in the concept of "world view" regarding consumers.
Q3) Measuring social class within marketing research has been hampered by a major limitation of the available measures. Most social class instruments are:
A) based too much on income to be valuable in marketing.
B) badly dated and not as valid today as they once were.
C) based on education, which has not been shown to influence consumer behaviour.
D) biased toward sociological variables that have nothing to do with marketing.
Q4) Which is the primary growing consumer market in the Middle East at present?
A) sports cars
B) menswear fashion
C) designer ladies underwear
D) western luxury brands
Q5) How does social class relate to consumer behaviour in Japan?
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Chapter 13: Subcultures
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113 Verified Questions
113 Flashcards
Source URL: https://quizplus.com/quiz/40198
Sample Questions
Q1) Canada is an example of a high-context culture.
A)True
B)False
Q2) Baby boomers blame baby busters for passing down the serious problems that they are now confronting: getting good jobs,for example.
A)True
B)False
Q3) The term "echo boomers" is used by marketers to refer to:
A) children born between 1947 and 1966.
B) children of baby boomers.
C) the yuppies' children.
D) those children who were born around 2000, at the turn of the century.
Q4) What makes the university market appealing to companies?
Q5) Detaching an ethnic product and marketing it to other subcultures is called:
A) creolization.
B) mobilization.
C) portability.
D) de-ethnicitization.
Q6) What is the difference between a subculture and a microculture?
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Q7) What products or services may especially benefit from the surging grey market?
Chapter 14: Cultural Influences on Consumer Behaviour
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125 Verified Questions
125 Flashcards
Source URL: https://quizplus.com/quiz/40199
Sample Questions
Q1) Marketers need to ensure they adapt to culture values and are sensitive to stay away from:
A) enacted norms.
B) crescive norms.
C) mores.
D) taboos.
Q2) In many ways,culture can be thought of as a society's: A) conscience.
B) personality.
C) libido.
D) aesthetic side.
Q3) A set of moral and aesthetic principles is termed: A) ecology.
B) social structure.
C) ideology.
D) ethos.
Q4) A cultural system can be said to consist of three functioning areas. What does the ideology component refer to?
Q5) What is the difference between enacted and crescive norms? Give an example of the latter.
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Chapter 15: The Creation and Diffusion of Culture
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117 Verified Questions
117 Flashcards
Source URL: https://quizplus.com/quiz/40200
Sample Questions
Q1) How much effect can product placement have on brand popularity and why might this be so?
Q2) Some men find that women's golf clubs have a better feel and give greater accuracy than their own,but they won't adopt them. This is most likely due to:
A) persuasiveness.
B) complexity.
C) compatibility.
D) confusion.
Q3) Tabby watched a lot of cop shows on TV. She began to believe that all cops were overweight and on the take. Her perception of reality had been distorted by the media. This is termed:
A) reality engineering.
B) cultural formulation.
C) cultivation hypothesis.
D) new vintage.
Q4) What three important characteristics do fads share?
Q5) What is the effect of trial ability on adoption?
Q6) Identify the elements that comprise a culture production system. Give an example of each component.
17
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