Chapter 21 – Marketing and Technology

Question 1

TRUE OR FALSE? According to the Saskatchewan Human Rights Code, in no circumstances can a registrant include a discriminatory message in an advertisement for a property.

Answer 1

False. A registrant cannot include a discriminatory message unless there is a reasonable cause (e.g., the property has special facilities for the elderly or for people with physical disabilities).

Question 2

What is GIS mapping?

Answer 2

GIS mapping is a form of computer-based mapping that incorporates several layers of information beyond what a traditional map can supply.

Question 3

TRUE OR FALSE? Niche marketing involves numerous similar products that are catered to different market segments using different marketing programs.

Answer 3

False. Differentiated marketing uses numerous similar products marketed to different market segments using different marketing programs. Niche marketing is focused on a relatively small, but active and growing, target market.

Question 4

TRUE OR FALSE? As per the Canadian Anti-Spamming Legislation, commercial electronic messages (CEMs) can be sent without the recipient’s express consent if there is implied consent.

Answer 4

True. CEMs can only be sent with the recipient’s express or implied consent to receive such messages. Express consent is received in writing or orally. Implied consent exists where the sender and recipient have an existing business or non-business relationship within the past 2 years or where the recipient’s email address was conspicuously published or disclosed to the sender without an indication that unsolicited CEMs are unwelcome.

Question 5

List four common pricing methods.

Answer 5

Any four of the following: Value pricing, prestige pricing, cost-plus pricing, mark-up pricing, penetration pricing, skimming pricing, meet or beat competitors, tiered pricing, promotion pricing.

Question 6

__________ is the process that affects how easily a website can be found in organic results on search engines.

Answer 6

Search engine optimization (SEO)

Question 7

In what stage of the process model of buying behaviour does the consumer experience cognitive dissonance?

Answer 7

Post-purchase activity

Question 8

The marketing initiative that involves face-to-face communication with a potential customer is called ___________.

Answer 8

personal selling

Question 9

The __________ model classifies products and services based on the amount of effort that a consumer is willing to go through to obtain that product or service.

Answer 9

shopping behaviour

Question 10

Distinguish the difference between convenience goods, shopping goods, specialty goods, and unsought goods.

Answer 10

• Convenience goods are ones that the consumer purchases frequently and uses immediately (e.g., groceries).
• Shopping goods are ones the consumer buys only after they make comparisons of competing goods based on factors like price and quality. They are more expensive than convenience goods and bought less often.
• Specialty goods possess some characteristic causing the consumer to want that specific product or service and no other substitute.
• Unsought goods are ones that potential consumers do not necessarily want or know about but are bought based on fear or as a precaution (e.g., life insurance or a fire extinguisher).