Marketing exam 1

Which of the following is true with regard to mail questionnaires?

The response rate of mail questionnaires is often very low.

The buyer decision process consists of five stages. Which of the following is NOT one of these stages?

conspicuous consumption

With the recent explosion of information technologies, ________.

most marketing managers are overloaded with data and often overwhelmed by it

New technologies most likely lead to ________.

new markets and opportunities

Rachel loves fashion and is always seen wearing the trendiest fashion outfits. She actively shares her knowledge with a wide group of friends and colleagues about where to shop for the latest fashion at great deals. Most of her friends and colleagues follow her fashion tips. Rachel portrays the image of a(n) ________.

opnion leader

Opinion leaders are also referred to as ________.

leading adopters

Life-stage changes usually result from ________.

life-changing events

In the United States, job growth currently is the weakest for ________.

manufacturing workers

A(n) ________ consists of people and procedures dedicated to assessing information needs, developing the needed information, and helping decision makers use the information to generate and validate actionable customer and market insights.

marketing information system

Jonathan works for a firm that assists companies in promoting, distributing, and selling their products to end consumers. The firm Jonathan works for is a ________.

marketing intermediary

Maria works for Sigma Inc., a firm that helps companies target and promote their products to the right markets. Sigma is most likely a ________.

marketing services agency

Which is NOT part of the company environment that influences marketing decisions?

retailers

According to Maslow's hierarchy of needs, which of the following is the LEAST pressing need?

self-actualization needs

Which of the following is true about business purchases?

Business purchases involve more professional purchasing effort than consumer purchases.

———— Harlow growth hi Cher businesses/products that need less investment to hold their market share

Cash cow

________ consists of inviting 6 to 10 people to meet with a trained moderator to talk about a product, service, or organization.

Focus group interviewing

Crocus specializes in serving customer segments that major competitors overlook and ignore. Which of the following best describes crocus?

Market niche

________ involves gathering primary data by closely examining relevant people, actions, and situations.

Observational research

In a SWOT analysis —— includes favorable trends in the external environment

Opportunities

Which of the following is true of the baby boomers

They control an estimated 70 percent of the United States' disposable income.

which of the following is true of Gen Xers

They were the first to grow up in the internet era

A mission statement serves as a

a statement of the organization's purpose

In a simple random sample, ________.

every member of the population has a known and equal chance of selection

a new taskk situation presents

the greatest opportunity and the greatest challenge

Which of the following is true with regard to marketing research

Marketing research gives marketers insights into customer motivations.

Refers to activities that communicate the merits of the product and persuade target customers to buy it

Promotion

Teenagers are expected to respond in a similar way to a set of marketing efforts. In other words this group represents a

Market segment

The process of evaluating each market segment attractiveness and selecting one or more segments to enter is known as

Market targeting

Refers to meaningful sets of marketing performance measures in a single display use to monitor strategic marketing performance

Marketing dashboards

The process of arranging for a product to occupy a clear distinctive and desirable place relative to competing products in the minds of target consumers is known as

Positioning

According to the Boston consulting group approaches ——- serves as a measure of a company strength in the market.

Relative market share

Which of the following is a disadvantage of using secondary data?

Relevant secondary data can be difficult to locate.

Which of the following is the first stage in the new product adoption process?

awareness

While creating research questionnaires, researchers must particularly AVOID the use of ________.

biased phrasing

Harley-Davidson promotes its motorcycles with images of independence, freedom, and power. Harley-Davidson has created a ________.

brand personality

Peter Adams, an entrepreneur, decided to start a new technology venture. As he needed servers and computers for his company, he decided to order these from a local vendor who was offering attractive discounts. In this instance, Peter ________.

faces a new task situation

Dora has formal authority to select the suppliers and arrange terms of purchase for many of the items her firm uses. Her role in the buying center is that of a(n) ________.

buyer

A company or association's ________ is designed to help guide responses to complex social responsibility issues.

code of ethics

Individuals and households that buy or acquire goods and services for personal consumption make up the ________.

consumer market

________ is the most basic determinant of a person's wants and behavior.

culture

Laws in the United States and many other countries have many business-oriented laws covering issues such as competition, environmental protection, pricing, packaging and labeling, product safety, truth in advertising, consumer privacy, and ________.

fair-trade practices

A(n) ________ controls the flow of information to others in the buying center.

gatekeeper

Which form of marketing research involves talking with people in their homes or offices, on the street, or in shopping malls?

individual interviewing

Eric Mason, an employee of Huntington Steelworks, is responsible for defining product specifications and providing relevant information for evaluating alternatives in his organization's buying center. Eric, whose opinions affect the buying decisions of his organization to a great extent, is most likely a(n) ________.

influener

Factors such as a firm's objectives, procedures, and systems are examples of ________ influences on the business buyer behavior

organizational

The information sources that are the most effective at influencing a consumer's purchase decision are ________. These sources legitimize or evaluate products for the buyer

personal

Which of the following plays the most important role in government buying?

price

Katrina Mendoza is a senior manager in a manufacturing firm that hires lobbyists to influence legislation that affects the manufacturing industry. Katrina's firm takes a(n) ________ stance toward the marketing environment

proactive

The first step of the business buying process is ________.

problem recognition

In which of the following would the buyer reorder a product without any modifications?

straight rebuy