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Basic Marketing: A Global Managerial Approach, 10/e

Stanley J. Shapiro
Kenneth B. Wong, Queens School of Business
William D. Perreault, University of North Carolina
E. Jerome McCarthy, Michigan State University

The Canadian Consumer Market: Demographic and Economic Dimensions

Quiz Questions


1	According to David Foot, author of Boom Bust & Echo, demographics explain about two thirds of everything.
		A)	True
		B)	False


2	Canada's largest CMAs, Toronto, Montreal and Vancouver, together comprise approximately one third of the total Canadian population.
		A)	True
		B)	False


3	The 1996 census revealed that nearly half of the Canadian population has moved during the previous five years.
		A)	True
		B)	False


4	By 1996, almost one in every ten children lived in a single-parent family.
		A)	True
		B)	False


5	New parents are younger, less educated, and less experienced than their predecessors were a generation ago.
		A)	True
		B)	False


6	According to the text, which of the following is NOT a reason that some marketers sell only in large metropolitan areas?
		A)	fewer intermediaries are required
		B)	fewer advertising media are required
		C)	less travel time for sales force
		D)	less travel time for customers
		E)	consumers living there have more money to spend


7	According to the text, which of the following provinces had the LARGEST percentage increase in population between 1982 and 2000?
		A)	Ontario and Quebec
		B)	British Columbia and Ontario
		C)	Saskatchewan and British Columbia
		D)	Alberta and Ontario
		E)	Newfoundland and British Columbia


8	A Census Metropolitan Area:
		A)	is the main labour market area of a continuous built-up area having 100,000 or more population.
		B)	usually includes several large cities.
		C)	must contain one city of 500,000 or more people.
		D)	is an urbanized area with a population of at least 600,000 people.
		E)	both B and D


9	Which of the following statements about Census Metropolitan Areas (CMAs) is true?
		A)	The 25 CMAs contain just under half of the total Canadian population.
		B)	They offer less than their population alone would indicate due to below average incomes in those areas.
		C)	The CMAs are evenly distributed geographically—with at least one in every province.
		D)	Vancouver is the largest CMA in terms of population.
		E)	None of the above are true.


10	Purchase patterns are different in the suburbs. Which of the following might a suburban resident be more likely to buy than a downtown city resident?
		A)	books
		B)	stereo
		C)	computer
		D)	car
		E)	towels


11	After people move it is most important to:
		A)	market to them right away to help them locate new places to obtain goods and services that they will use over and over again while they live there.
		B)	not bother marketing to them because most people are strapped for cash after a move.
		C)	remove them from old mailing lists.
		D)	offer to help them unpack.
		E)	stop advertising.


12	Of the following ethnic groups, which is least likely to experience strong growth in Canada?
		A)	Chinese
		B)	Japanese
		C)	Polish
		D)	East Indian


13	There are counties in Ontario and New Brunswick that are often considered part of the French market because:
		A)	the mother tongue of over half the population is French.
		B)	they are frequently served by Quebec distributors.
		C)	they receive considerable overflow advertising from Quebec.
		D)	all of the above.


14	Which product would most likely benefit from the increase in single-person households?
		A)	single-serving food packages
		B)	sport utility vehicles
		C)	paint
		D)	toys
		E)	dishwashers


15	The fall in the Canadian birthrate:
		A)	guarantees that Canada's population will decline in the future.
		B)	helps explain why the median age is rising.
		C)	will create opportunities for manufacturers of cribs, diapers, and children's toys.
		D)	will have no impact on the clothing industry.
		E)	is not important to marketers because babies don't buy anything.


16	Average annual family income in Canada:
		A)	has increased greatly in real terms since 1989.
		B)	has not increased much in real terms since 1989.
		C)	was a little over $22,000 in 1999.
		D)	is difficult to measure.


17	The amount of income that a household has left after paying for its necessities is called:
		A)	disposable income.
		B)	taxable income.
		C)	marginal income.
		D)	frills.
		E)	discretionary income.


18	In terms of earnings, the top 20 percent of families:
		A)	had income not much different than the national average.
		B)	received over 40 percent of total family income.
		C)	lived mainly in rural locations.
		D)	lost income from previous years.
		E)	spent a higher percentage of their earnings on necessities than other income groups.


19	The poverty line:
		A)	is defined by Statistics Canada as families required to spend more than 62 percent of their income on necessities.
		B)	varies from place to place depending on the cost of living.
		C)	shows us that many Canadian households aren't doing well economically.
		D)	is the most widely used approach to determine who is poor in Canada.
		E)	all of the above.


20	In terms of differences in spending between rural and urban residents, which of the following is FALSE?
		A)	rural residents spend a higher percentage of their income on food.
		B)	urban residents spend a higher percentage of their income on housing.
		C)	rural residents spend a higher percentage of their income on transportation.
		D)	urban residents spend a higher percentage of their income on food.
		E)	rural residents spend a lower percentage of their income on housing.


21	Consumers who believe that the company behind the product is as important as the product itself are most likely to belong to which of the following categories?
		A)	young couples
		B)	young parents
		C)	empty nesters
		D)	old singles
		E)	swingers


22	Most empty nesters:
		A)	spend most of their income to support others in their family.
		B)	feel financially squeezed.
		C)	are people over 65 who live alone because of divorce or the death of a spouse.
		D)	are young singles and couples who have no children and spend much of their money on discretionary purchases.
		E)	are no longer sacrificing for others and can therefore afford to indulge themselves.

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