Marketing Exam 1

Stephanie and Jamal attended a sales seminar. Both left the seminar with differing opinions about what was important to implement in their jobs. Both used the information in different ways, according to what each already believed was important. They have engaged in _________ a selective distortion b. selective attitude c. selective retention d. selective attention e. perceptual defense

a selective distortion

_______is the set of actual and potential buyers of a product. a. A market b. An audience c. A group d. A segment e. An exchange

a. A market

_________ is (are) the most basic cause of a person's wants and behavior. a. Culture b. Brand personality c. Cognitive dissonance d. New product e. Selective perception

a. Culture

The is the most important consumer buying organization in society. Marketers are interested in the roles and influence of the husband, wife, and children on the purchase of different products and services. a. family b. social class c. opinion leader d. information search e. reference group

a. family

Railroads were once operated based on the thinking that users wanted trains rather than transportation, overlooking the challenge of other modes of transportation. This reflects the a. product concept - marketing myopia b. production concept c. selling concept d. marketing concept e. none of the above

a. product concept - marketing myopia

Members of the sales team at Dekko International visit only perspective customers who purchase a minimum of $50,000 of insulated wire per year. Dekko is using ______. a. selective relationship management b. a frequency marketing program c. a club marketing program d. demarketing e. a value proposition

a. selective relationship management

People will forget much that they learn. They tend to retain information that supports their attitudes and beliefs. This is called a. selective retention b. selective distortion c. selective attitude. d. selective attention e. perceptual vigilance

a. selective retention

A person's attitudes fit into a pattern, and to change one attitude may require difficult adjustments in many others. Thus, a company should try to fit its products into existing attitudes rather than attempt to change attitudes. a. usually b. not c. once in a while d. seldom e. never

a. usually

Firms gain this type of advantage through the way they design their distribution coverage, expertise, and performance. Which differentiation is it? a. Services differentiation b. Channel differentiation c. People differentiation d. Product differentiation e. Price differentiation

b. Channel differentiation

You have just read a report in a leading business magazine. It stated that the major marketing developments as we enter the new millennium can be summed up in what single theme? a. Relationship marketing b. Connecting c. Partnering d. Networking e. Customer equity

b. Connecting

________ is the act of obtaining a desired object from someone by offering something in return. a. A transaction b. Exchanging c. Bribing d. Valuing e. Donating

b. Exchange

The markets you have chosen to serve in four western states can be effectively reached and served. You would tell the marketing manager that these segments are a. measurable b. accessible c. substantial d. actionable e. profitable

b. accessible

When Burger King targets different groups—from children and teens to adults and seniors-with different ads and media, it is practicing_ segmentation. a. demographic b. age and life cycle c. psychographic d. behavioral e. end-use

b. age and life cycle

Almost all major purchases result in__________or discomfort caused by postpurchase conflict. a. opinion leaders b. cognitive dissonance c. purchase decisions d. complex buying behavior e. dissatisfaction

b. cognitive dissonance

Customers buy from stores and firms that offer the highest _______. a. value for the dollar b. customer perceived value c. level of customer satisfaction d. company image e. A and C

b. customer perceived value

Ford Motor Company emphasizes "quality first-Ford tough" in its truck products. The company has developed a differentiation strategy based on a. people b. image c. products d. services e. positioning

b. image

Consumers can show their allegiance to brands, stores, or companies. Marketers can use this information to segment consumers by _________ a. user status b. loyalty c. store type d. brand preference e. marketing myopia

b. loyalty

As You Like It, Inc., customizes its offers to each individual consumer. This practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations is referred to as _ marketing, a. niche b. micro c. differentiated d. mass e. none of the above

b. micro

Even though several options are available at any one time, there is _________ to segment a market. a. one single best way b. no single way c. the most effective way d. the least-cost way e. a most popular way

b. no single way

Your current assignment at York Foods is to find the major benefits people look for in product classes, the kinds of people who look for each benefit, and the major brands that deliver each benefit. What is this segmentation method called? a. Benefit b. Behavioral c. Age and life cycle d. Psychographic e. Demographic

c. Age and life cycle

Researchers found that a number of well-known brands tended to be strongly associated with one particular trait, such as Levi's with "ruggedness." What is the name of the term that means a specific mix of human traits that may attribute to a particular brand? a. Information search. b. Social class. c. Brand personality d. New product e. Brand equity

c. Brand personality

As a business consultant, what type of segmentation would you suggest to marketers of automobiles, boats, financial services, and travel? a. Age and life cycle b. Gender c. Income d. Behavioral e. Undifferentiated

c. Income

As a business consultant, what type of segmentation would you suggest to marketers who cater to people of certain social classes, lifestyles, and personality characteristics? a. Behavioral b. Gender c. Psychographic d. Age and life cycle e. Geographic

c. Psychographic

14. People change the goods and services they buy over time because of two important factors. They are a. belief and attitude b. perception and personality c. age and life-cycle stage d. groups and learning e. family and tradition

c. age and life-cycle stage

FedEx offers its customers fast and reliable package delivery. When FedEx customers weigh these aforementioned benefits against the monetary and psychic costs of using the service, they are acting upon a. loyalty b. relationship marketing c. perceived customer value d. social relationships e. a societal marketing campaign

c. perceived customer value

Bill thought he had received the best deal on his new car. Shortly after the purchase, Bill started to notice certain disadvantages of his new car as he learned more about other cars available. Bill is experiencing a. postpurchase culture b. perception c. postpurchase dissonance d. purchase decision e. perceptual vigilance

c. postpurchase dissonance

The __ is a useful philosophy in situations when the product's cost is too high and marketers look for ways to bring it down. a. selling concept b. product concept c. production concept d. marketing concept e. A and D

c. production concept

By the market and having several detergent brands, Procter & Gamble has an attractive offering for consumers in all important preference groups. a. dividing b. researching c. segmenting d. understanding e. reaching

c. segmenting

You purchase cleaning supplies for your custodial help regularly. It is therefore a ___ a. modified rebuy b. new task c. straight rebuy d. modified straight rebuy e. consumer buy

c. straight rebuy

Current sales and market share reflect a firm's past performance while_______ reflects the future. a. customer lifetime value b. share of customer c. profitability d. customer equity e. growth rate

d. customer equity

You have learned from experience as well as from this course that the most basic concept underlying marketing is that of ________. a. selling and advertising b. customer satisfaction c. retaining customers d. human needs e. fulfilling consumer wants

d. human needs

Consumers arrive at attitudes toward different brands through some evaluation procedures. Which describes how this happens? a. Consumers use careful calculations and logical thinking. b. Consumers sometimes do little or no evaluating; instead, they buy on impulse and rely on intuition c. Sometimes consumers turn to friends for advice d. Some consumers are brand-loyal e. All of the above.

e. All of the above.

You find yourself in a new job. Your marketing manager is heavily involved in the process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction Your manager is concerned with which one of the following? a. Database management b. Web site hits c. Relationship management d. Donor marketing e. Customer relationship management

e. Customer relationship management