Marketing Ch5, Marketing Chapter 6

29) Which of the following is a commercial source of product information? A) acquaintances B) family and friends C) dealer Web sites D) consumer rating organizations E) Internet searches

C) dealer Web sites

54) Voorhees' Farms raises chickens. For years, it has used wooden coops for hauling its poultry to market. When the owner, Jason Voorhees, went to reuse some of his coops, he noticed many of them could not be sufficiently cleaned for reuse and needed to be replaced. Which stage of the business buying process was Voorhees in when he decided to replace his old coops? A) problem recognition B) general need description C) product specification D) product value analysis E) performance review

A) problem recognition

By offering product and marketing variations to segments and developing a stronger position within several segments, companies hope to create more total sales through segmented marketing than ________ marketing across all segments. A) undifferentiated B) differentiated C) niche D) local E) individual

A) undifferentiated

60) Which of the following do organizational buyers use when they want to connect with important suppliers and create direct procurement accounts? A) extranet links B) intranet links C) search engines D) trading exchanges E) reverse auctions

A) extranet links

24) ________ are minor stimuli that influence where, when, and how a person responds to an idea. A) Cues B) Drives C) Motives D) Needs E) Attitudes

A) Cues

A brand difference is said to be preemptive if ________. A) competitors cannot easily copy the difference B) buyers can afford to pay for the difference C) the difference can be introduced profitably D) the difference is communicable E) the difference is beneficial to customers

A) competitors cannot easily copy the difference

________ marketing tailors brands and promotions to the needs and wants of specific cities, neighborhoods, and even stores. A) Differentiated B) Mass C) Niche D) Local E) Individual

D) Local

Demographic variables are the most popular bases for segmenting customer groups because they ________. A) create smaller segments B) create more easily accessible segments C) do not involve stereotypes D) are easier to measure E) involve fewer attributes to consider

D) are easier to measure

Stores offering low-quality alternatives to luxury products at low prices most likely follow a ________ positioning strategy. A) more-for-the-same B) more-for-less C) same-for-less D) less-for-much-less E) more-for-more

D) less-for-much-less

39) In which of the following stages of the adoption process does a consumer consider whether trying a new product makes sense? A) interest B) adoption C) evaluation D) awareness E) trial

C) evaluation

50) A company regularly purchases cleaning supplies from a vendor and orders relatively consistent amounts of the same products on each purchase from the same vendor. This is an example of a(n) ________. A) modified rebuy B) new task situation C) straight rebuy D) dual distribution system E) exclusive distribution system

C) straight rebuy

33) Jeff is in the process of buying a new car. He carefully analyzes the features that he wants in a car, and perceives significant differences in price, quality, and features among three of his favorite models. He rates the models on each factor and ranks them in the order of his preference. To which of the following stages of the buyer decision process will Jeff most likely proceed next? A) postpurchase behavior B) evaluation of alternatives C) information search D) need recognition E) purchase decision

E) purchase decision

35) ________ is a discomfort caused by postpurchase conflict. A) Selective retention B) Cognitive dissonance C) Selective attention D) Restraint bias E) Subliminal perception

B) Cognitive dissonance

________ factors are the most popular bases for segmenting customer groups. A) Geographic B) Demographic C) Behavioral D) Lifestyle E) Personality

B) Demographic

________ consists of arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers. A) Differentiation B) Positioning C) Market targeting D) Market segmentation E) Mass marketing

B) Positioning

Port Orleans Shipping markets different services to the tourism, defense, and trade segments. The firm designs separate offers for each segment based on their needs. This approach is called ________ marketing. A) concentrated B) differentiated C) individual D) mass E) local

B) differentiated

7) Opinion leaders are also known as ________. A) lagging adopters B) leading adopters C) early mainstream adopters D) late mainstream adopters E) barnacles

B) leading adopters

The less-for-much-less positioning involves meeting consumers' requirements for ________. A) moderate quality at a higher price B) lower quality for a lower price C) lower quality at a higher price D) higher quality at a discounted rate E) higher quality at the lowest possible price

B) lower quality for a lower price

The practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations is referred to as ________. A) niche marketing B) micromarketing C) segmented marketing D) global marketing E) undifferentiated marketing

B) micromarketing

Which of the following strategies is most likely to be followed by firms that position themselves as caterers of the best products at economical prices? A) more for the same B) more for less C) same for less D) more for more E) less for much less

B) more for less

Household Storez, a local retail store, claims to offer better products at lower prices than other retail stores. In this case, the firm's positioning reflects a ________ value proposition. A) more-for-the same B) more-for-less C) same-for-less D) more-for-more E) same-for-more

B) more-for-less

Shampoo marketers segment buyers as light, medium, or heavy product users. This is an example of ________ segmentation. A) user status B) usage rate C) benefits sought D) occasion E) psychographic

B) usage rate

30) Which of the following is an experiential source of product information? A) salespeople B) using the product C) Internet searches D) packaging E) mass media

B) using the product

15) Which of the following terms is used to describe a specific mix of human traits that may be attributed to a particular brand? A) brand perception B) brand architecture C) brand personality D) brand loyalty E) brand equity

C) brand personality

13) Which of the following is a psychographic characteristic of a consumer? A) gender B) age C) lifestyle D) occupation E) economic status

C) lifestyle

25) A(n) ________ describes a person's relatively consistent evaluations, feelings, and tendencies toward an object or idea. A) role B) cue C) drive D) attitude E) motive

D) attitude

Producers of popular beverages often partner with global music channels to target consumers through a variety of promotional events and advertisements. This approach to marketing is referred to as ________ segmentation. A) intermarket B) income C) age and life-cycle D) occasions E) gender

A) intermarket

45) ________ is the degree to which an innovation may be tried on a limited basis. A) Divisibility B) Compatibility C) Communicability D) Relative advantage E) Complexity

A) Divisibility

1) ________ refers to the practice of including ethnic themes within a company's mainstream marketing. A) Cross-cultural marketing B) Buzz marketing C) Viral marketing D) Guerilla marketing E) Cause marketing

A) Cross-cultural marketing

Zindle, an American smartphone-manufacturing firm, targets children below the age of ten by providing free games and applications. The firm's marketing approach is reflective of a(n) ________ segmentation. A) age and life-cycle B) geographic C) occasion D) gender E) income

A) age and life-cycle

Dividing buyers into groups based on their knowledge, attitudes, uses, or responses to a product is called ________ segmentation. A) behavioral B) psychographic C) age and life-cycle D) user status E) geographic

A) behavioral

16) A(n) ________ is a need that is sufficiently pressing to direct a person to seek satisfaction. A) stimulus B) motive C) cue D) perception E) attitude

B) motive

46) ________ is the degree to which the results of using an innovation can be observed or described to others. A) Relative advantage B) Compatibility C) Complexity D) Divisibility E) Communicability

E) Communicability

Which of the following is the right order of the steps that companies generally follow in designing a customer-driven marketing strategy? A) market segmentation, differentiation, positioning, and market targeting B) positioning, market segmentation, mass marketing, and market targeting C) market segmentation, market targeting, differentiation, and positioning D) market alignment, market segmentation, differentiation, and market positioning E) market recognition, market preference, market targeting, and market insistence

C) market segmentation, market targeting, differentiation, and positioning

5) ________ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert social influence on others. A) Opinion leaders B) Late mainstream adopters C) Strangers D) Barnacles E) Lagging adopters

A) Opinion leaders

Senz, an automobile manufacturer, produces low-end vehicles that are targeted toward lower-income consumer groups. Senz most likely segments the consumer market based on ________ variables. A) demographic B) psychographic C) universal D) geographic E) behavioral

A) demographic

3)Which of the following is a social factor that influences consumer buying behavior? A) family B) life-cycle stage C) economic situation D) personality

A) family

Customers recognize the products of Breads & Butters, a coffee shop, by identifying the "twisted bread" logo that helped the firm revolutionize its products. In this case, the firm has differentiated itself through its ________. A) image B) people C) services D) channels E) positioning

A) image

When firms use symbols, colors, or characters to convey their personalities, they are using ________ differentiation. A) image B) people C) usage-rate D) user-status E) channel

A) image

51) A business buyer is considering a change in product specifications, terms, and possibly suppliers. This buying situation is referred to as a(n) ________. A) modified rebuy B) new-task situation C) straight rebuy D) dual distribution channel E) exclusive distribution channel

A) modified rebuy

Rad, a manufacturer of luxury watches, charges a higher price for its products than its competitors. Despite the high prices, the brand is popular among customers for its quality and service in comparison to cheaper alternatives available in the market. In this case, Rad offers a(n) ________ value proposition. A) more-for-more B) more-for-the-same C) more-for-less D) all-or-nothing E) same-for-less

A) more-for-more

Using a(n) ________ positioning strategy, companies can attack the more-for-more strategy of another firm by offering a brand of comparable quality at a lower price. A) more-for-the-same B) more-for-less C) the-same-for-less D) less-for-much-less E) less-for-more

A) more-for-the-same

26) Which of the following is the first stage of the buyer decision process? A) need recognition B) information search C) alternative evaluation D) purchase decision E) postpurchase behavior

A) need recognition

Zeal is a popular automobile brand, and its positioning statement reads as follows: "For upscale American families who require large vehicles, Zeal is the automobile of choice." Which of the following mandatory elements is missing from the positioning statement? A) point of difference B) target audience C) brand name D) product category E) need

A) point of difference

Estel, a kitchen-cabinet manufacturer, positions its cabinets as furniture with superior craftsmanship and durability. This is an example of ________ differentiation. A) product B) services C) image D) people E) channels

A) product

Markets can be segmented into groups of nonusers, ex-users, potential users, first-time users, and regular users of a product. This method of segmentation is called ________. A) user status segmentation B) usage rate segmentation C) benefit segmentation D) behavioral segmentation E) loyalty status segmentation

A) user status segmentation

21) People tend to interpret new information in a way that will support what they already believe. This is called ________. A) selective retention B) selective distortion C) selective attitude D) selective attention E) selective learning

B) selective distortion

Market segments that can be effectively reached and served are said to be ________. A) measurable B) accessible C) substantial D) actionable E) profitable

B) accessible

Which of the following types of differentiation is used to gain competitive advantage through the way a firm designs its distribution coverage, expertise, and performance? A) services differentiation B) channel differentiation C) people differentiation D) product differentiation E) price differentiation

B) channel differentiation

Argonaut Food Stores, a retail giant, hires better-skilled employees than its competitors by employing strategic recruitment practices. It also conducts highly specialized training programs for its employees. In this case, Argonaut has focused on gaining a strong competitive advantage through ________ differentiation. A) image B) people C) services D) product E) channel

B) people

55) During which stage of the business buying process is a buyer most likely to conduct value analysis by carefully studying components to determine if they can be redesigned, standardized, or made less expensively? A) general need recognition B) product specification C) proposal solicitation D) order-routine specification E) performance review

B) product specification

4) A shoe company's ads feature the members of a popular country music band. Product sales increase significantly among the band's fans. From the fans' viewpoint, the band is a(n) ________. A) membership group B) reference group C) laggard D) subculture E) late-majority adopter

B) reference group

9) Which term refers to the activities a person is expected to perform according to the people around him or her? A) motive B) role C) cue D) status E) attitude

B) role

Which of the following is an approach where firms target a whole market based on common consumer needs? A) demographic segmentation B) undifferentiated marketing C) micromarketing D) concentrated marketing E) geographic segmentation

B) undifferentiated marketing

44) ________ is the degree to which an innovation is difficult to understand or use. A) Relative advantage B) Compatibility C) Complexity D) Divisibility E) Communicability

C) Complexity

Which of the following is true about local marketing? A) It does not cater to individual stores. B) It does not support evolving technologies. C) It increases manufacturing costs. D) It increases economies of scale. E) It reduces logistical issues.

C) It increases manufacturing costs.

2) Which of the following is most likely a true statement about social class? A) Members of a social class vary drastically in their values, interests, and behaviors. B) In the United States, the lines between social classes are fixed and rigid. C) Social classes show distinct product preferences in areas such as clothing. D) Wealth is a more important variable than education in measuring social class. E) Consumers of the same age belong to the same social class.

C) Social classes show distinct product preferences in areas such as clothing.

Which of the following is true of perceptual positioning maps? A) They are used by marketers to divide a market into smaller groups with distinct characteristics. B) They are used by marketers to identify supplier and retailer perceptions of a product. C) They are used to analyze consumer perceptions of a brand versus competing products. D) They are used to divide buyers into groups based on their perceived income and age. E) They are used to plot the geographic segments that a company needs to target.

C) They are used to analyze consumer perceptions of a brand versus competing products.

48) Which of the following generally increases the total demand for business products? A) an increase in product price B) a reduction in the number of business buyers C) an increase in consumer demand D) low buyer demand E) high production costs

C) an increase in consumer demand

Compared with undifferentiated marketing, differentiated marketing is more likely to lead to ________. A) reduced sales in each market segment B) weaker product position in each market segment C) higher costs of doing business D) redundancy in product design across market segments E) smaller market share in the industry

C) higher costs of doing business

Which type of market segmentation is generally used by marketers who sell products for the affluent segments of a population? A) usage rate B) occasion C) income D) benefits sought E) gender

C) income

BritWay Ventures, a leading producer of soft drinks, is considering a differentiated marketing strategy. It is most likely important that the company weighs increased sales against ________ before selecting this strategy. A) decreased production B) increased demand C) increased costs D) decreased prices E) increased profits

C) increased costs

A market segment is less attractive when ________. A) there are few aggressive competitors in the segment B) it is difficult for new entrants to enter the segment C) it contains powerful suppliers who can control prices D) substitute products are unavailable in the segment E) buyers in the market segment have weak bargaining powers

C) it contains powerful suppliers who can control prices

Marketers tailoring brands and promotions to the needs and wants of specific customer groups practice ________. A) niche marketing B) multi-segmented marketing C) local marketing D) mass marketing E) individual marketing

C) local marketing

When a company interacts one-on-one with large numbers of customers to create customer-unique value by designing products and services tailor-made to individual needs, it is engaging in ________. A) concentrated marketing B) mass marketing C) mass customization D) differentiated marketing E) local marketing

C) mass customization

Gold Class Electricals, a consumer-electronics firm, targets market segments based on factors such as country, age, social class, usage rate, and benefits sought. The company divides its markets based on ________. A) demographic variables B) geographic regions C) multiple segmentation bases D) behavioral variables E) psychographic segmentation bases

C) multiple segmentation bases

37) 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 in the same price range. Bill is in which of the following stages of the buyer decision process? A) purchase decision B) need recognition C) postpurchase behavior D) information search E) alternate evaluation

C) postpurchase behavior

Which positioning strategy offers value for consumers by providing the same brands as competitors at a lower price? A) more for the same B) more for less C) the same for less D) less for much less E) more for more

C) the same for less

52) ________ is defined as a business strategy where business buyers prefer to buy a complete solution to a problem from a single seller rather than buying separate products and services from several suppliers. A) Modified rebuy B) Straight rebuy C) New task buying D) Systems selling E) Supplier development

D) Systems selling

Which of the following is true of product positioning? A) A product's position is defined by the number of competitors in a market. B) Product positioning has little influence on the design of marketing mixes. C) Consumers generally reevaluate products every time they make a buying decision. D) To simplify the buying process, consumers are likely to position products in their minds. E) Consumers cannot position products without the help of marketers.

D) To simplify the buying process, consumers are likely to position products in their minds.

Pediacertain Pet Supplies, a pet-food company, divides the pet market according to the pet owners' gender, occupation, income, and family life cycle. In this case, which of the following variables has the company used for market segmentation? A) geographic B) psychographic C) benefit D) demographic E) occasion

D) demographic

When market segments are conceptually distinguishable and respond distinctively to various marketing mix elements and programs, they are said to be ________. A) accessible B) measurable C) reachable D) differentiable E) observable

D) differentiable

Unlike other car rental agencies that are based in airports to serve travelers, Wheelz-On-Rent has a network of neighborhood offices. The firm strives to serve people who need car rentals for reasons other than vacation, such as when their own cars are being repaired. Wheelz-On-Rent caters to a small share of the large car rental market. From this description, it can be concluded that Wheelz-On-Rent most likely practices ________. A) undifferentiated marketing B) multi-segmented marketing C) individual marketing D) local marketing E) concentrated marketing

D) local marketing

Firms that manufacture seasonal products target their consumers primarily through ________ segmentation. A) psychographic B) demographic C) income D) occasion E) age and life-cycle

D) occasion

Company and brand positioning should be summed up in a ________. A) mission statement B) vision statement C) profit statement D) positioning statement E) corporate statement

D) positioning statement

Which of the following includes the target segment of a product, the category to which the product belongs, and the product's point of difference from other members in the category? A) mission statement B) vision statement C) profit statement D) positioning statement E) inventory statement

D) positioning statement

Companies are likely to gain ________ through speedy, convenient, or careful delivery of products. A) price differentiation B) product differentiation C) channel differentiation D) services differentiation E) people differentiation

D) services differentiation

Through ________, brands can be differentiated on features, performance, or style and design. A) people differentiation B) channel differentiation C) price differentiation D) services differentiation E) product differentiation

E) product differentiation

57) GenX, a manufacturer of sport motorcycles, is seeking a new supplier of motorcycle headlamps and brake lights. After searching trade directories, GenX invites five different suppliers to make formal presentations about how their solutions can create greater value for GenX than competing solutions. GenX is currently in the ________ stage of the business buying process. A) problem recognition B) general need description C) product specification D) supplier search E) proposal solicitation

E) proposal solicitation

14) ________ refers to the unique psychological characteristics that distinguish a person or group. A) Personality B) Lifestyle C) Status D) Attitude E) Role

A) Personality

42) ________ is the degree to which an innovation appears superior to existing products. A) Relative advantage B) Compatibility C) Complexity D) Divisibility E) Communicability

A) Relative advantage

22) ________ means that consumers are likely to remember good points made about a brand they favor and forget the good points made about competing brands. A) Selective retention B) Selective distortion C) Selective attention D) Restraint bias E) Subliminal perception

A) Selective retention

32) In which of the following stages of the buyer decision process does a consumer compare multiple products with similar attributes? A) alternative evaluation B) need recognition C) information search D) purchase decision E) postpurchase behavior

A) alternative evaluation

38) In which of the following stages of the adoption process does a consumer seek information about a new product? A) interest B) adoption C) evaluation D) awareness E) trial

A) interest

11) Which of the following is a personal factor that influences a consumer's buying behavior? A) life-cycle stage B) motivation C) status D) family E) social networks

A) life-cycle stage

Marketing the same product to a huge customer base without any customization is referred to as ________. A) mass marketing B) differentiated marketing C) niche marketing D) local marketing E) individual marketing

A) mass marketing

When the size, purchasing power, and profiles of a market segment can be determined, the market segment is said to be ________. A) measurable B) accessible C) substantial D) actionable E) observable

A) measurable

36) Alice is shopping for a new car, and she has narrowed her decision to a Honda Accord and a Toyota Camry. Both sedans have similar features and prices, but Alice decides to purchase the Honda based on her intuition. Which of the following situations would most likely cause Alice to experience postpurchase dissonance? A) The price of the Honda Accord increases by a huge margin. B) The price of the Toyota Camry falls due to an increase in demand. C) The Honda Accord meets all her expectations and satisfies her needs. D) The Toyota Camry experiences technical failures that lead to a recall. E) The maintenance costs of the Honda Accord decrease significantly over time.

B) The price of the Toyota Camry falls due to an increase in demand.

23) A(n) ________ becomes a motive when it is directed toward a particular stimulus object. A) cue B) drive C) response D) belief E) attitude

B) drive

12) A marketing firm has been assigned the task of watching trends in personal income, savings, and interest rates. The marketing firm is most likely gathering information about consumers' ________. A) social network usage rates B) economic situations C) occupational needs D) purchasing perceptions E) brand affiliations

B) economic situations

ProFem Inc. caters its line of sports apparel exclusively to women. What type of segmentation does the company use? A) age and life-cycle B) gender C) behavior D) psychographic E) geographic

B) gender

49) In a straight rebuy, a buyer ________. A) wants to obtain the same product from a lower-priced supplier B) reorders something without any modifications C) considers a product or service for the first time D) needs a modified product to suit new requirements E) finds new ways to add value to the same product

B) reorders something without any modifications

47) Which of the following is true of business markets? A) The business marketer normally deals with far more but far smaller buyers than the consumer marketer does. B) Business markets generally involve far less money and items than do consumer markets. C) Business demand is derived demand as it ultimately derives from the demand for consumer goods. D) A small percentage decrease in consumer demand can cause a large increase in business demand. E) The total demand for business products is much affected by price changes in the short run.

C) Business demand is derived demand as it ultimately derives from the demand for consumer goods.

________ is the process of evaluating the attractiveness of different market segments and selecting one or more segments to enter. A) Differentiation B) Mass marketing C) Market targeting D) Market segmentation E) Positioning

C) Market targeting

The marketing manager at Frizzles' Eateries targets customers who are working to lose weight but who still want to dine out. The restaurant chain offers a wide variety of low-fat, low-calorie meals that appeal to dieters. Frizzles' approach is best referred to as ________ segmentation. A) age and life-cycle B) user status C) benefit D) demographic E) geographic

C) benefit

6) Which of the following types of marketing involves creating opinion leaders to serve as brand ambassadors to spread the word about a company's products? A) social marketing B) traditional marketing C) buzz marketing D) direct marketing E) values marketing

C) buzz marketing

28) Which of the following sources of product information can marketers control completely? A) public sources B) personal sources C) commercial sources D) experimental sources E) experiential sources

C) commercial sources

41) Fred's faith in his favorite brand makes him consider new initiatives and products introduced by the brand. Fred is not a risk-taker, and he tends to evaluate each new product carefully before adopting it. Fred is an opinion leader in his social networking community. Fred is best described as a(n) ________. A) lagging adopter B) innovator C) early adopter D) early mainstream adopter E) late mainstream adopter

C) early adopter

Pacific Fisheries groups its customers by regions in the U.S., such as Midwest, Northeast, and Southwest. For each region, Pacific Fisheries tailors a different set of advertisements and promotions. Based on which of the following segmentation variables does the firm divide its market? A) behavioral factors B) personality characteristics C) geographic location D) benefits sought E) demographics

C) geographic location

56) Mike's, a chain of department stores, regularly purchases plastic bags from a certain supplier. The store decides to switch to less expensive bags made of biodegradable plastic. The change will promote an environmentally-friendly image for the department store and cut costs. This approach to cost reduction most likely occurred in the ________ stage of the business buying process. A) problem recognition B) general need description C) product specification D) supplier search E) proposal solicitation

C) product specification

When a market segment is large or profitable enough to serve, it is termed ________. A) measurable B) accessible C) substantial D) actionable E) differentiable

C) substantial

43) ________ is the degree to which an innovation fits the values and experiences of potential consumers. A) Relative advantage B) Divisibility C) Complexity D) Compatibility E) Communicability

D) Compatibility

40) ________ are tradition-bound, suspicious of changes, and adopt an innovation only when it has become something of a tradition itself. A) Latent innovators B) Early adopters C) Early mainstream adopters D) Lagging adopters E) Late mainstream adopters

D) Lagging adopters

20) According to Maslow's hierarchy of needs, which of the following is true? A) The most pressing needs are placed at the top of the hierarchy. B) Physiological needs include a sense of belonging and love. C) An individual will try to satisfy least pressing needs first. D) Lower-level needs are fulfilled before higher-level needs. E) All needs in the hierarchy are biological needs.

D) Lower-level needs are fulfilled before higher-level needs.

When an effective program can be designed for attracting and serving a chosen segment, the segment is best described as ________. A) accessible B) measurable C) reachable D) actionable E) differentiable

D) actionable

Zista, a boutique that caters to the clothing needs of women, manufactures two different lines of fashion wear based on the purchasing power of its customers. One product line caters to the needs of affluent, middle-aged women, and the other line targets younger professionals and homemakers. Zista most likely segments the consumer market based on ________ variables. A) geographic B) psychographic C) universal D) demographic E) behavioral

D) demographic

Rasco Corp. segments its foreign markets based on the income levels of a country's population. In this case, the firm segments its market based on ________. A) political factors B) legal factors C) personality factors D) economic factors E) cultural factors

D) economic factors

8) When marketers want to promote their products and services through word-of-mouth marketing programs, they typically begin by ________. A) pushing one-way commercials at customers B) identifying and targeting late adopters C) developing print and radio advertisements D) generating person-to-person brand conversations E) withdrawing from online social networks

D) generating person-to-person brand conversations

27) Becca wants to buy a new coat. She asks her friends to recommend a store and/or a style of coat. She looks for sale advertisements for coats in newspapers and also visits nearby stores to check if she can find something in her budget. In this case, Becca is most likely in the ________ stage of the buyer decision process. A) product evaluation B) alternative evaluation C) need recognition D) information search E) purchase decision

D) information search

A successful niche marketing strategy relies on a firm's ________. A) availability of services B) product positioning C) superior products D) knowledge of customer needs E) affordable pricing

D) knowledge of customer needs

31) The most effective sources of information about a product tend to be ________ sources. A) commercial B) public C) experimental D) personal E) paid

D) personal

18) Which of the following needs in Maslow's hierarchy is generally satisfied last? A) physiological needs B) social needs C) esteem needs D) self-actualization needs E) safety needs

D) self-actualization needs

53) Which of the following statements about buying centers is true? A) The buying center is a fixed and formally identified unit within a buying organization. B) Roles in the buying center are specified in the organizational chart of a firm. C) The CEO of an organization is always the decision maker in a buying center. D) An individual's role in a buying center does not change with time. E) Some buying centers involve informal participants.

E) Some buying centers involve informal participants.

17) According to Sigmund Freud's theory, a person's buying decisions are ________. A) easily revealed through online marketing surveys and questionnaires B) affected by motives that the person is completely aware of C) always driven by the need for status and independence D) motivated by needs that are arranged in a hierarchy E) affected by subconscious, hidden motivations

E) affected by subconscious, hidden motivations

34) Simone bought two bottles of wine from two vineyards in Bordeaux. When asked for an opinion on the quality of the wines, she later mentioned that the Pontet Canet tasted like alcoholic grape juice, but the Chateau Margaux had a crisp taste that she really enjoyed. Which of the following stages of the buyer decision process do Simone's remarks reflect? A) information search B) situational analysis C) alternative evaluation D) purchase decision E) postpurchase behavior

E) postpurchase behavior

At one time, Miller Beer was known as the "champagne of bottled beer." It was targeted at an elite class of customers. Later, to increase sales, Miller was repositioned to attract members of the working, middle-class. What is this segmentation method called? A) user status B) usage rate C) benefit D) behavioral E) psychographic

E) psychographic

59) Which of the following is the means by which companies post purchase requests online and invite suppliers to bid for their business? A) extranet links B) intranet connections C) trading exchanges D) traditional procurement E) reverse auctions

E) reverse auctions

10) A(n) ________ reflects the general esteem given to the different roles of a person by society. A) motive B) attitude C) belief D) tradition E) status

E) status

19) According to Maslow's hierarchy of needs, which of the following is most likely an esteem need? A) love B) security C) hunger D) self-development E) status

E) status

58) Which of the following is most likely the final stage of the business buying process? A) problem recognition B) product specification C) proposal solicitation D) order-routine specification E) supplier performance review

E) supplier performance review