Question 11 (1 point)

_________________is research you conduct yourself (or hire someone to do for you). It involves going directly to a source -usually customers and prospective customers in your target market.

Question 11 options:

	observation research
	secondary market research
	primary market research
	exploratory research
	descriptive research

Question 12 (1 point)

A specific group of existing and potential consumers to which marketers direct their marketing efforts.

Question 12 options:

	demographic forces
	socio-cultural forces
	target market
	market segmentation
	Generation x

Question 13 (1 point)

Positioning refers to:

Question 13 options:

	the tool that identifies the main reasons the target market buys a product and what sets it apart in the market
	revamping of the product and the various elements of the marketing mix
	visual representations of how products or product groups are positioned within a category to consumers/customers
	the impression of the branded product you want to establish in consumers' minds relative to their needs and also in contrast to the competition
	the stages a new product goes through

Question 14 (1 point)

Having an 'insignificant point of difference' __________________________.

Question 14 options:

	is a strategy to extend the product life cycle
	is a reason for a new product failure
	is one step of the new product development process
	sets you apart from the competition
	is apart of the total product concept

Question 15 (1 point)

A concept where organizations voluntarily consider the well-being of society and the environment by taking responsibility for how their businesses impact consumers,stakeholders, suppliers, employees, communities, the environment - and, society in general.

Question 15 options:

	corporate social responsibility
	real time marketing
	experiential marketing
	environmental advertising
	partnership marketing

Question 16 (1 point)

Shane receives a text message from a bank that is offering low-interest loans as part of their promotional activities.This is an example of _____________________.

Question 16 options:

	direct response marketing
	social media marketing
	mobile marketing
	display advertising
	out-of-home advertising

Question 17 (1 point)

Shoppers Drug Mart selects certain days to provide customers with a $20 Esso Gas gift card when they spend over $100 in the store. This is an example of ____________________.

Question 17 options:

	digital marketing
	real time marketing
	experiential marketing
	partnership marketing
	corporate social responsibility

Question 18 (1 point)

A road map for the marketing activities of a small business or organization for a specified future period of time.

Question 18 options:

	SWOT analysis
	marketing environmental scan
	marketing plan
	marketing research
	CREST analysis

Question 19 (1 point)

Numeric data that is collected and analyzed to track performance and make better brand/business decisions.

Question 19 options:

	metrics and analytics
	big data
	real time data
	open data
	machine data

Question 20 (1 point)

________________describes the stages that a new product goes through.

Question 20 options:

	product positioning
	product life cycle
	new product development
	product profile
	IMC -integrated marketing communications

Question 21 (1 point)

Saved

The essence of marketing is:

Question 21 options:

	to create a loyalty program
	to conduct an environmental scan
	focusing on the consumer and to satisfy their needs and wants
	to stand out from the competition
	create careers that exist in marketing

Question 22 (1 point)

The #BellLetsTalk mental health campaign which Algonquin College had participated in, is an example of marketing:

Question 22 options:

	an idea
	a good
	a service
	promotional partnership
	content marketing

Question 23 (1 point)

The first stage in the consumer purchase decision process is________________.

Question 23 options:

	information search: seeking value
	evaluation of alternatives: assessing value
	problem recognition: perceiving a need or want
	purchase decision: buying value
	post-purchase behaviour

Question 24 (1 point)

After buying a product, the consumer compares it to his or her expectations and is either satisfied or dissatisfied.

Question 24 options:

	evaluation of alternatives: assessing value
	post purchase behaviour: value in consumption or use
	purchase decision: buying value
	problem recognition: perceiving value
	limited problem solving

Question 25 (1 point)

Gordon & Brothers Ltd., a watch manufacturing company, decided that it must alter the current image associated with the brand in order to stand out favorably and remain competitive. This is referred to as ______________.

Question 25 options:

	repositioning
	product positioning
	niche marketing
	individualized segmentation
	mass marketing