Contemporary Marketing
The __________ consists of all the people who are involved in an organizational buying decision.
buying center
One problem with business-to-business e-procurement is that it __________.
can erode long-standing customer-supplier relationships
A colleague wants to evaluate the attractiveness of a particular market segment. Which of the following would be good advice for your colleague?
carefully consider the degree of competition and ease of entry into the segment
When consumers engage in __________ buying behavior they go through a learning process, so it is most important that marketers understand information gathering and evaluation behavior.
complex
Unlike marketers in the consumer market, business-to-business marketers __________.
deal with far fewer but far larger buyers
Business-to-business marketers will sometimes promote their goods directly to consumers. This is because business demand is __________.
derived
According to the text, one result of technology is that the new space for engaging business customers is __________.
digital and social media
In the B-to-B market, one strategy is to offer a complete solution to a buyer's problems. This is called __________.
systems selling
Competitive marketing intelligence uses __________ data sources.
A. internal B. competitor's internal C. expensive D. publicly available. ***** E. private
Dissonance-reducing buying behavior would result from which of the following conditions?
High involvement and few differences between brands
Which of the following statements regarding the business market is correct?
Many sets of business purchases are made for one set of consumer purchases.
What is the correct order of the five stages in the buyer decision process?
Need recognition, information search, evaluation of alternatives, the purchase decision, and postpurchase behavior
Which of the following correctly defines the institutional market?
Organizations that provide goods and services to people in their care
Which of the following statements regarding positioning is correct?
Positions must adapt over time to meet changing consumer needs.
Returning items purchased online occurs in which phase of the buyer decision process?
Postpurchase behavior
BMW says their cars are "The Ultimate Driving Machine". Ford trucks are "Built Ford Tough". Which type of differentiation do these examples represent?
Product differentiation
Survey research is the approach best suited for gathering __________.
A. exploratory research B. experimental research C. ethnographic research D. causal research E. descriptive research *****
Which of the following statements about marketing information systems (MIS) is correct?
A An MIS begins and ends with information collectors. B. Marketing information systems provide information only to a company's internal users. C. A good MIS gives managers all the information they ask for. D. An MIS is focused on internal data and ignores the marketing environment. E. ***** A good MIS must balance what users would like to have against what they really need and what is feasible to offer.
Which of the following statements about big data is correct?
A Analyzing big data is a very easy task. B. Analyzing big data will always lead to useful customer insights. C. Big data is very important because marketers today need more information to make good decisions. D. Big data actually refers to very small data sets. E. **** One result of big data is that marketing managers are often overloaded with information.
After defining the problem and objectives, what is the next step in the marketing research process?
A Develop the research plan. **** B. Implement the plan. C. Collect the data. D. Analyze the data. E. Report the findings.
Which one of the following statements about marketing research in small businesses and nonprofit organizations is correct?
A Only large companies can afford to conduct marketing research. B. Good research requires large sample sizes which are not feasible for small businesses and nonprofits. C. Small companies and nonprofits do not need marketing information. D. The research methods of small businesses and nonprofits are less complex and less costly, but they still must be conducted carefully. **** E. Surveys are the only research approach that can be effectively used by small businesses and nonprofits.
Which of the following statement regarding competitive marketing intelligence is correct?
A The goal of competitive marketing intelligence is to improve strategic decision making.**** B. Monitoring a competitor's website is unethical. C. Marketing intelligence information is not available from the U.S. government. D. Marketing intermediaries are not a good source of competitive marketing intelligence E. Companies should not be concerned about competitor's accessing publicly available information about them.
Companies setup __________ which allow key customers and value-network members to access product, account, and other data anytime they need to.
A data warehouses B. extranets **** C. intranets D. websites E. wireless networks
Sending observers to watch and interact with consumers in their "natural environment" is known as __________.
A ethnographic research **** B. on-site research C. experimental research D. survey research E. a focus group
You and seven other people are talking with a trained moderator about your feelings and thoughts about a potential new product. For doing this you receive a small payment. You are participating in a(n) __________.
A ethnographic study B. individual interview C. immersion group D. focus group interview **** E. experiment
Some retailers use mannequins with cameras hidden in one eye to record customer demographics and shopping behavior in order to serve them better. This raises ethical concerns in terms of __________.
A intrusions on consumer privacy **** B. customer harassment C. deceptive advertising D. improper sampling procedures E. the misuse of research findings
Which of the following is true about online returns?
A substantial percentage of returned clothing ends up in landfills.
What is positioning?
Arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers
Which of the following statements regarding American subcultural groups is correct?
Asian Americans are the most affluent U.S. demographic segment.
__________ is the first stage in the new product adoption process.
Awareness
Which of the five characteristics identified in the text has an inverse relationship with an innovation's rate of adoption? As this characteristic increases, the rate of adoption is slower.
Complexity
Which of the following statements is correct regarding consumer buying decisions?
Consumers are often unaware of what influences their purchases.
What effect has the advent of free online returns had on consumer behavior?
Consumers are returning items purchased online at higher rates.
Which of the following statements is correct regarding the influence of personal factors on buyer behavior?
Consumers tend to buy brands whose personality matches their own.
Which of the following statements about segmentation is true?
Different segments might require different marketing strategies or mixes
What are the three types of research objectives?
Exploratory, descriptive, and causal
A university is buying new overhead projectors for its classrooms. The university's Information Technology Department has been asked to provide specifications and recommendations for this purchase. The IT Department is playing which role in the university's buying center?
Influencer
People can be classified into adopter categories. Which two categories are the first to adopt a new product idea?
Innovators and early adopters
Which of the following best characterizes Aparna Mehta's attitude toward online returns?
The volume of online returns has created an economic and environmental crisis.
According to the simple model of buyer behavior, what is in a buyer's black box?
The buyer's characteristics and the buyer's decision process
What are perceptual positioning maps used for?
To show consumer perceptions of different brands on important buying dimensions
Aparna Mehta proposes a system where products that are returned can be shipped directly to another buyer without going back to the company. What would such a system require?
a Artificial intelligence b A major shift in the psychological factors that influence consumer behavior c Customer incentives d Recognition that online returns are problematic e All of the above
When Eaton worked with the University of Notre Dame on its new engineering building to improve its energy efficiency and earn LEED credits, Eaton engaged with a number of people at Notre Dame to finalize the partnership and solidify terms and conditions associated with the agreement. Which of the following people in the buying center would have affected Notre Dame's buying decision (for example, define specs and provide information on evaluating alternatives)?
a Buyers b Users c Gatekeepers d Deciders e Influencers
There are a number of influences on the buying organization and buying center that can impact how and what is purchased by a business. For Eaton's customers, the economic crises in 2008 would be classified as what type of influence?
a Procedural b Organizational c Interpersonal d Individual e
When Eaton's customers became aware that they needed solutions for power management, energy savings, green technologies, and LEED certification, they were in which phase of the business buying process?
a Product specification b Proposal solicitation c Performance review d General need description e Problem recognition
Eaton sells only to businesses and focuses on the electrical, hydraulics, aerospace, and vehicle markets. When the economic crises hit in 2008, consumers began cutting back, and as a result, Eaton's customers needed to cut costs and scale back operations. This, in turn, impacted Eaton's sales, which is known as __________.
a a straight rebuy b derived demand c problem recognition d buyer and seller dependencies e complex buying process
Through the years, Eaton has shifted from selling strictly components to solving its customers' problems with more tailored offerings. This is an example of _________.
a new task b modified rebuy c solutions selling d straight rebuy e non-modified rebuy
For Super Bowl Sunday a pizzeria simply increases their order of supplies from their existing suppliers. Which type of buying situation does this represent?
a modified rebuy
In which type of buying situation will a buyer usually go through all eight stages of the business buying process?
a new task buying situation
Fitbit makes health and fitness tracking devices. Some buyers want very basic fitness tracking such as steps taken and calories consumed. Others are focused on high performance and want heart rate and sleep monitoring, text notification, and wireless sync to their smart phone. In serving these two very different groups, Fitbit is using __________ segmentation.
benefits sought
If men and women respond similarly to the same marketing mix, they do not constitute distinct, identifiable segments. Gender would not be an effective base for segmentation in this example because the segments are not __________.
differentiable
On the My M&Ms website buyers can place custom orders for M&Ms. They can choose their own colors, put a personalized text message on the candies, and even upload a photo to be placed on each M&M. Which targeting strategy is M&M using for My M&Ms?
individual marketing
Choosing a differentiated targeting strategy has many benefits, but a potential downside is that __________.
it can increase costs
Psychographic segmentation divides buyers into different segments based on __________.
lifestyle and personality
Which targeting strategy focuses on common consumer needs, as opposed to different needs?
mass marketing
A purse company's ads feature the cast of a popular reality show. Product sales increase significantly among the fans. From the fans' viewpoint, the cast is a(n) __________.
reference group
The U.S. government normally awards contracts to __________.
the lowest bidder
What is the overall purpose of differentiation?
to create superior customer value
Two things can come between the intention to make a purchase and the actual purchase: the first is the attitudes of others and the second is ________________________
unexpected situational factors
