Ent practice test chapter 10

Products or services that consumers make a special effort to find and purchase are a. convenience goods b. shopping goods c. specialty goods d. generic goods

specialty goods

Which of the following influences the choice of marketing philosophy? a. competitive pressure b. economic outlook c. Dow Jones Industrial averages d. cost of living index

competitive pressure

Surveys include contact by a. mail b. telephone c. personal interviews d. all of the above

all of the above

All of the following are identified as stages in consumer buying behavior, according to the family life cycle, except: a. full nest b. courtship c. specialty occasion d. sole survivor

specialty occasion

The 4Ps of marketing include all the following except: a. principle b. product c. price d. promotion

principle

Which of the following is not a key factor affecting a marketing information system? a. size of the system b. usefulness or understandability of data c. timeliness of the reporting system d. relevancy of data

size of the system

What is the purpose of loss-leader pricing? a. to gain market share b. to maximize profit c. to allow for future price increases d. to switch customers to new products

to switch customers to new products

__________ is the use of portable wireless devices to connect to the Internet. a. Entrepreneurial marketing b. Networking c. Mobile computing d. Social media marketing

Mobile computing

Inhibitors to marketing research include all of the following except: a. cost b. irrelevancy c. complexity d. distribution

distribution

The 4Cs of marketing include all the following except: a. cocreation b. communities c. choice d. continuity

continuity

The textbook recommends that social media marketers consider three aspects of social media when using social media tools for marketing purposes. What are they? a. cost, complexity, and relevancy b. creating something of value, enabling customer promotion, and encouraging participation c. control, contribution, and distribution d. resource management, context, and content

creating something of value, enabling customer promotion, and encouraging participation

Of the following, which is not associated with entrepreneurial tactics in market research? a. guerrilla marketing b. lead user research c. in-person interviews d. blog monitoring

in-person interviews

Of the following, which does the textbook identify as critical to the marketing planning process? a. market niche b. market segmentation c. marketing research d. marketing myopia

marketing research

What is penetration pricing? a. setting price to maximize profit b. setting price to maximize market share c. setting price to switch customers to new product lines d. setting price to match the competition

setting price to maximize market share

What is skimming? a. setting price to maximize profit b. setting price to maximize market share c. setting price to switch customers to new product lines d. setting price to match the competition

setting price to maximize profit

What is meant by pricing for the life cycle? a. that pricing needs to be adjusted at each stage in a product's life cycle b. that pricing needs to be increased at each stage in a product's life cycle c. that pricing of new products needs to start out low and end high d. that pricing of new products needs to start out high and end low

that pricing needs to be adjusted at each stage in a product's life cycle

What part of the marketing plan emphasizes the factors that contribute to a firm's competitive edge? a. the appraisal of marketing strengths and weaknesses b. the development of marketing strategies c. the setting of pricing structures d. the conducting market research

the appraisal of marketing strengths and weaknesses

Of the following pricing models, which is not indicative of pricing in the social media age? a. the subscription model b. the freemium model c. the affiliate model d. the growth stage model

the growth stage model

Market segmentation is a. the process of categorizing products into different segments b. the process of identifying a specific set of characteristics that differentiate one group of consumers from the rest c. the process of segmenting the sales force d. heavily psychographic in nature

the process of identifying a specific set of characteristics that differentiate one group of consumers from the rest

Marketing segmentation focuses on which variable? a. characteristics that differentiate consumers b. market share c. cyclographic d. profitability

characteristics that differentiate consumers

In defining research objectives, the entrepreneur should include a. local weather b. consumer tastes c. competitors research objectives d. market experts

consumer tastes

Which of the following are the two major variables needed to identify specific market segments? a. demographic and benefit. b. demographic and geographic. c. geographic and benefit. d. economic and financial.

demographic and benefit.

The final critical factor in the marketing-planning process is a. analysis b. cost projection c. sales forecasting d. evaluation

evaluation

Secondary data consists of a. internal data only b. external data only c. existing information d. newly developed primary research

existing information

All of the following factors affect pricing strategies except: a. degree of competitive pressure b. government mandates c. changes in demand d. distribution costs

government mandates

A marketing information system compiles and organizes data relating to _______ from the customer base. a. price b. revenue c. demand d. supply

revenue

Which of the following is not a method of collecting primary data? a. review of government publications b. telephone c. mail survey d. observation

review of government publications

Which of the following is a marketing philosophy that focuses on personal selling? a. computer-driven philosophy b. sales-driven philosophy c. consumer-driven philosophy d. cost-driven philosophy

sales-driven philosophy

Products that consumers will take time to examine carefully and compare for quality and price are a. convenience goods b. shopping goods c. specialty goods d. generic goods

shopping goods

Sometimes consumers associate a higher price with a. higher product quality b. supply interruptions c. discounted cash flows d. product complexity

higher product quality

Which of the following statements about entrepreneurial marketing is not true? a. In entrepreneurial marketing, customers actively define the product. b. In entrepreneurial marketing, actions are constrained by resources currently controlled. c. In entrepreneurial marketing, marketers seek sustainable advantage through value-creating innovation. d. In terms of risk perspective, entrepreneurial marketers seek ways to mitigate, stage, or share risks.

In entrepreneurial marketing, actions are constrained by resources currently controlled.

Which of the following statements about traditional marketing is not true? a. In traditional marketing, marketing is seen as an objective, dispassionate science. b. In terms of risk perspective, traditional marketers seek risk minimization. c. In traditional marketing, customers are viewed as sources of intelligence and feedback. d. In traditional marketing, the role of a marketer is that of internal and external change agent.

In traditional marketing, the role of a marketer is that of internal and external change agent.

Which of the following statements about the marketing skills of great entrepreneurs is true? a. They demonstrate persistence in their strategies. b. They have no fears. c. They are inattentive to details, focusing continually on the big picture. d. They have clear visions of what they want to achieve next.

They have clear visions of what they want to achieve next.

A market is a. a group of consumers who have purchasing power and unsatisfied needs b. a way of gaining consumer data c. a segment of the economy d. a group of known purchasers

a group of consumers who have purchasing power and unsatisfied needs

All of the following techniques are used in gathering primary data except a. observational methods b. analysis of financial records c. surveys d. experimentation

analysis of financial records

Psychological characteristics of consumers include which of the following? a. social class b. aspiration c. family influence d. income

aspiration

The sales-driven philosophy a. is based on the belief "produce efficiently and worry about sales later" b. relies on research to discover consumer preferences before production begins c. focuses on personal selling and advertising to persuade customers to buy the company's output d. is strictly cost-driven

focuses on personal selling and advertising to persuade customers to buy the company's output

When developing a survey, you should consider a. including questions only pertaining to the study. b. ask leading and biased questions. c. giving concise but incomplete instructions. d. the personality of the respondents.

including questions only pertaining to the study.

Which of the following is a demographic variable? a. weight b. hair color c. attitude d. income

income

Which of these survey methods is the most expensive to conduct? a. phone surveys b. interviews c. mail surveys d. all are of equal cost

interviews

Which of these survey methods has the lowest nonresponse rate? a. phone interviews b. personal interviews, door to door c. Internet surveys d. mail surveys

mail surveys

Which one of these survey methods typically has the lowest respondent cooperation? a. personal interviews, mall intercept b. personal interviews, door to door c. phone surveys d. mail surveys

mail surveys

The key to marketing analysis is a. secondary data b. psychographic information c. marketing research d. marketing response data

marketing research

Several aspects distinguish social media marketing from the traditional marketing. The textbook discusses all of the following except: a. relevancy b. control versus contributions c. trust building d. two-way communication

relevancy

The purpose of marketing research is __________. a. to gain customers b. to identify customer c. to fulfill customer needs d. to develop new products

to identify customer