Concept Identification Test

The questions in this test only illustrate the "type" of questions that you can face during a comprehensive testing session.  The questions
are drawn from all topic areas. 
For each question, identify (enter) the concept which "best" describes the situation presented.

Type your answer in the (white) text area provided.  To check your answer for each question, click on the ANSWER button.  The correct answer will be shown above.  Use the scorecard to keep track of your score - there are 48 questions.  In the scorecard, click the radio button of the value reflecting the number of questions you have answered correctly.

Q1. The attempt by Air Canada, a high cost airline, to match or to undercut the prices of WestJet, a low cost airline, reflects concern for what legal issue.
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Q2. What level of intensity of distribution would BMW cars use?
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Q3. Shiseido uses Asian stars in their Asian market ads.
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Q4. Which component of brand image is reflected in the “I Am Canadian” ads for Molson Canadian?
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Q5. American Eagle stores carry few product lines, but has a lot of choice in their product lines that are carried. [2 concepts related to nature of product offering.]
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Q6. Competition between KMart and Wal-Mart refers to:
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Q7. Tim Hortons has followed which theory of retail institutional change?
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Q8. When first started, Tim Hortons was considered what type of store?
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Q9. Lego, a manufacturer, started its own retail kiosks.
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Q10. Kraft distributes Starbucks products to grocery stores for Starbucks.
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Q11. What is the intensity of distribution used by Coca Cola?
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Q12. When one thinks of diamonds, De Beers comes to mind?
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Q13. The Beer Store obtains beer from manufacturers and sells to final consumers and bars?  The beer store is what type of channel member?
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Q14. The Body Shop ads focus on a social issue supported by the company.
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Q15. How was Pepsi paid with Vodka when it sold its product for distribution in Russia.
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Q16. The Canadian Cancer Society must compete with other charities to get the support of corporations and individuals.
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Q17. Preference for the Hagen Daz brand of ice cream (type of demand).
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Q18. Given the name, FCUK, a British retailer, what communication model (4-letter acronym) is the most relevant?
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Q19. The negative reports about IVEY in the press have required the administration of the school to take action.  What is this type of action called?:
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Q20. George Bush only talked about the good things about himself in his campaign.
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Q21. When one thinks of a motor cycle, Harley-Davidson comes to mind.
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Q22. About 60-65% of sales for Tim Hortons occur before 10 a.m.
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Q23. Conceptually, the main ingredient in beer, water,  is known as a(an) _____,
 indicating that the product should be produced close to the market.
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Q24. The negative health warnings on cigarette packages make users aware of the hazards resulting from smoking, resulting in less effective campaigns against smoking.
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Q25. A&F Department Store wants its floor staff to look like the customers.
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Q26. Britney Spears’ website as a communication channel (type)?
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Q27. Krispy Kreme uses what level of intensity of distribution for its stores, having only one store per trade area.
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Q28. Guess? clothing uses celebrities in its ads.
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Q29. In the early years, Volkswagen ads focussed on the good and bad things about the car.
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Q30. The LCBO added gifts, stemware, and corkscrews to its merchandise list.
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Q31. Absolut Vodka sells for a price that is about 20% higher than the competition.
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Q32. The John Labatt Centre draws it own market downtown.
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Q33. The target market for Benetton is the 18-24 year old woman.
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Q34. Benetton’s advertising focusses on promoting social issues.
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Q35. Heinz is trying to get restaurant customers to ask for Heinz ketchup so that the restaurant starts carrying the product.
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Q36. Over the years, McDonalds keeps adding items to its menus; this action reflects which theory of retail institutional change?
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Q37. With the two cohort groups entering Western next year, there is the expectation of _____ demand, because of a lack of spaces.
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Q38. Calvin Klein’s Truth fragrance for women offers free samples to quickly get consumers to the _____ of the _____.
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Q39. Hyatt Hotels uses a frequent user club, a sales promotion approach to get to know their customers better.
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Q40. The target market for PlayStation2 is the 13-35 year old male.
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Q41. Joe, the communicator in the “I Am Canadian” Molson ads was unknown before, but now he has taken on an accepted personality of his own.
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Q42. Dockers pants are available in a limited number of retail outlets within a trade area.
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Q43. Lego links its name with promotions with retailers.
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Q44. Beer manufacturers, Molsons and Labatts, are part owners of the Beer Store, having developed the store.
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Q45. Apple Computers allowed customers to take a machine home before making a purchase decision.
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Q46. The Canadian Military offers college funds, career training, and salary/benefits for individuals who sign up for service.
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Q47. When consumers prefer PlayStation2 over xBox, this indicates that there is _____ demand.
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Q48. Based on the type of consumer shown in beer ads, which component of brand image is more important.
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The End!
How did you do on the 48 Questions?

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