Canadian Olympic Hockey team

Choose the best answer; circle the corresponding letter (under correct number) on the OPSCAN sheet (using a pencil).

1)  ________ are groups to which an individual wishes to belong, as when a teenage hockey player hopes to play someday for the Canadian Olympic Hockey team.

a. Membership groups
b. Aspirational groups
c. Leading adopter groups
d. Leisure groups
e. Social class groups

2) The information sources that are most effective at influencing a consumer’s purchase decision are ________. These sources legitimize or evaluate products for the buyer.

a. commercial
b. public
c. experimental
d. personal
e. social

3) Many major purchases result in ________, or discomfort caused by postpurchase conflict.
a. need recognition
b. cognitive dissonance
c. purchase decisions
d. legitimization
e. dissatisfaction

4) When companies such as IBM want to introduce a new product, they will typically target the _____group because they know that those within this group are guided by respect, are the opinion leaders in their communities and like to adopt new ideas early but carefully
a. Laggards
b. Innovators
c. Early adopters
d. Early majority
e. Late majority

5) In class, we did a taste test of Coca-Cola and President’s Choice Cola. People had different perceptions of the drink depending on the brand name (even though it turned out everyone was drinking the same drink). This is an example of:
a. Selective retention
b. Selective attention
c. Selective distortion
d. Cognitive dissonance
e. Stimulus actualization

6) To evaluate the different market segments your company is serving, you would look at which of the following factors?
a. consumer size
b. product growth
c. segment structural attractiveness
d. company culture
e. company competitors

7) Steelcase office Equipment Company, when designing its highly successful Personal Harbor modular office units, set up video camera at various companies to study motions and behaviour patterns that customers themselves might not even notice. This would be an example of which of the following research approaches?
a. Questionnaire research
b. Observational research
c. Survey research
d. Experimental research
e. Descriptive research
8) If Rona had kept their original location on Circle Drive North, plus opened a new location at Preston Crossing in the city of Saskatoon, this would be an example of:
a. Product expansion
b. Market expansion
c. Market development
d. Diversification
e. Market penetration

9) Mary waits until the end of the season to buy a new fashion item. She wants to be sure that the style will be in next year. Mary belongs to which adopter group?
a. Early adopters
b. Laggards
c. Late majority
d. Innovators
e. Early majority

12) If coca-cola targets everyone, they are using
a. Micromarketing
b. Differentiated marketing
c. Concentrated marketing
d. Undifferentiated marketing
e. Market segmentation

13) Which of the following is the most likely result of a marketing strategy that attempts to serve all customers?
a. All customers will be delighted.
b. Customer-perceived value will be increased.
c. Customer evangelists will become unpaid salespersons for the service or product.
d. Few customers will be satisfied.
e. The company will likely need to follow up with a demarketing campaign.

17) Which of the following marketing management orientations focuses primarily on improving efficiencies along the supply chain?
a. production concept
b. product concept
c. selling concept
d. marketing concept
e. societal marketing concept

18) ________ should be market oriented and defined in terms of ________.
a. Strategic plans; company needs
b. Annual plans; product needs
c. Long-range plans; company needs
d. Mission statements; customer needs
e. Objectives; customer needs

19) ________ can be a company division, a product line within a division, or sometimes a single product or brand.
a. A market
b. The BCG
c. A SBU
d. A PLC
e. A value delivery network

20) When McDonald’s was conducting market research regarding their decline in coffee and breakfast sales, they started with ________ research and ended their research with ________ research.
a. exploratory; causal
b. descriptive; causal
c. descriptive; exploratory
d. causal; descriptive
e. causal; exploratory

21) Jerry recently bought a Sony Bravia HD television. He first heard about the TV through an advertisement and later talked to a friend who has one and recommended it. These are examples of ________.
a. solicitations
b. line extensions
c.  touchpoints
d. product mix
e. word-of-mouth elements

22) Which demographic group is characterized by a total fluency and comfort with computer, digital, and Internet technology?
a. Generation X
b. Millennials
c. Seniors
d. Generation Z
e. Baby boomers

24) ________ refers to sellers that pay more attention to their own products than to the benefits and experiences produced by these products.
a. Selling myopia
b. Marketing management
c. Value proposition
d. Marketing myopia
e. The product concept

25)  Paul Pierce is busy working with other managers evaluating the products and businesses making up their company. Paul is engaged in ________.
a. defining the company’s mission statement
b. preparing a business portfolio
c. portfolio analysis
d. marketing planning
e. marketing control

Section 2: Shorter Answer (must answer all):– 10 marks

1) Define the primary target market of the advertisement below using multiple segmentation variables. (3 marks) (This is an advertisement on Saskjobs.ca website, a website that li