MKTG 2050 Final Review

​According to the text, a market is defined as a. ​a group of individuals and/or organizations that have needs for products in a product class and have the ability, willingness, and authority to purchase those products. b. ​a place to buy products. c. ​the percentage of a group of customers that actually buys a specific product from a specific company. d. ​the buyers of the products that a company develops, promotes, prices, and distributes. e. ​the specific group of customers on whom an organization focuses its marketing efforts.

a. ​a group of individuals and/or organizations that have needs for products in a product class and have the ability, willingness, and authority to purchase those products.

A target market a. ​is a specific group of customers on whom an organization focuses its marketing efforts. b. ​already has several competitors vying for customers' business. c. ​is the same as a salesperson's prospective client list. d. ​is a customer group classified as people with similar demographic characteristics. e. ​involves a large number of customers.

a. ​is a specific group of customers on whom an organization focuses its marketing efforts.

The forces of the marketing environment include a. ​political, legal and regulatory, sociocultural, technological, economic, and competitive. b. ​political, legal and regulatory, pricing strategies,fairly static components. c. ​sociocultural, legal, regulatory, economic, pricing strategies, and competitive. d. ​legal, regulatory, political, sociocultural, pricing strategies, and technological. e. ​legal and regulatory, competitive and noncompetitive forces that affect most lifestyles.

a. ​political, legal and regulatory, sociocultural, technological, economic, and competitive.

The three basic forms that a product can take are a. ​services, ideas, and goods. b. ​ideas, services, and things. c. ​markets, products, and images. d. ​goods, ideas, and intangibles. e. ​brands, services, and tangibles.

a. ​services, ideas, and goods.

Convenience products are a. frequently purchased items that are found in certain retail outlets. b. items that require some purchase planning and for which the buyer often will not accept substitutes. c. relatively inexpensive, frequently purchased items for which buyers exert only minimal purchasing effort. d. items that are expensive but are easy to purchase. e. frequently purchased items for which buyers are willing to exert considerable effort.

c. relatively inexpensive, frequently purchased items for which buyers exert only minimal purchasing effort.

A specialty product a. prompts the purchaser to make comparisons among alternatives. b. is generally less expensive than other items in the same product class. c. requires purchase planning, and the buyer will not accept substitutes. d. is purchased frequently. e. requires minimal effort to purchase.

c. requires purchase planning, and the buyer will not accept substitutes.

Consumerism is a. the specific development, pricing, promotion, and distribution of products that do not harm the environment. b. the right to be informed. c. the efforts of independent individuals, groups, and organizations to protect the rights of consumers. d. marketers' efforts to contribute to the satisfaction and growth of the communities in which they operate. e. President John F. Kennedy's consumer bill of rights.

c. the efforts of independent individuals, groups, and organizations to protect the rights of consumers.

Which of the following is not a purpose of the marketing plan? a. ​Specify the allocation of resources b. ​Assign tasks and responsibilities for implementation c. ​Serve as a contract with the customer d. ​Communicate internally with employees e. ​Monitor the performance of a marketing strategy

c. ​Serve as a contract with the customer

The definition of marketing implies that ____ should receive benefits from exchange relationships. a. ​company management b. ​only businesses c. ​both customers and businesses d. ​only customers e. ​only the most important customers

c. ​both customers and businesses

The Pharmaceutical Research and Manufacturers of America sets guidelines for its member firms to follow regarding the use of unethical practices. Thus, it is engaging in a. environmental scanning. b. lobbying. c. trade restraint. d. self-regulation. e. legislation.

d. self-regulation.

Products for which buyers are willing to spend much time comparing stores and brands for differences in prices, product features, and services are called ____ products. a. convenience b. service c. unsought d. shopping e. specialty

d. shopping

A disadvantage of the concentrated targeting strategy is that a. large sales volumes cannot be generated. b. marketing personnel may become dissatisfied with the limited opportunities provided by this approach. c. production costs may be higher than with other strategies. d. the firm's financial condition is tied to a single and specialized marketing mix. e. marketing costs are often higher than for other strategies.

d. the firm's financial condition is tied to a single and specialized marketing mix.

When Minute Maid mailed out free samples of its new instant drink mix, it was trying to move prospective customers into the ____ stage of the product adoption process. a. interest b. awareness c. evaluation d. trial e. adoption

d. trial

According to the Boston Consulting Group, marketers may classify their products as all of the following except a. stars. b. ​dogs. c. ​question marks. d. ​cash contributors. e. ​cash cows.

d. ​cash contributors.

During which stage of the product life cycle is pioneer advertising most appropriate? a. Growth b. Introduction c. Recession d. Decline e. Maturity

b. Introduction

Which of the following is not a public relations tool? a. Annual report b. Product sample c. Company magazine d. News release e. Feature article

b. Product sample

During which stage of the business cycle is unemployment low and total income relatively high? a. Depression b. Prosperity c. Repression d. Recovery e. Recession

b. Prosperity

An informed guess or assumption about a certain problem or set of circumstances is known as a. a description of the situation. b. a hypothesis. c. a reliable guess. d. managerial intuition. e. good research design.

b. a hypothesis.

Micromarketing is a. developing a very specific marketing mix that will effectively meet the needs of only a small segment of the market. b. a market segmentation approach in which firms focus precise marketing efforts on very small geographic markets. c. marketing efforts that are tightly controlled by high-level executives in the organization. d. a way to segment the market to meet the needs of individuals with the same motives and personality attributes. e. creating advertising that is so specific to a certain type of individual that few people outside that micromarket will respond to the message.

b. a market segmentation approach in which firms focus precise marketing efforts on very small geographic markets.

Which of the following is not a requirement or characteristic of a market? a. A large number of people or organizations b. The willingness to use buying power c. The authority to buy a product d. The need for a specific product in a specific product category e. The ability to purchase a product

a. A large number of people or organizations

____ are formalized rules and standards that describe what a company expects of its employees in terms of ethical behavior. a. Codes of conduct b. Behavior contracts c. Ethics contracts d. Job descriptions e. Ethics clauses

a. Codes of conduct

Which of the following regulates and makes rules for privacy, fraud, and misappropriation of copyrighted intellectual property, as well as other illicit Internet activities? a. Federal Trade Commission b. Individual states c. Federal Communication Commission d. Federal Internet Commission e. Federal Bureau of Investigations

a. Federal Trade Commission

To find a target market, a firm can use one of these targeting strategies. a. Undifferentiated strategy, the concentrated strategy, and the differentiated strategy b. Product differentiation strategy and the customer differentiation strategy c. Socioeconomic strategy and the psychological strategy d. Demographic strategy and the psychographic strategy e. Total market strategy and the undifferentiated strategy

a. Undifferentiated strategy, the concentrated strategy, and the differentiated strategy

In small firms, one or two individuals typically handle advertising activities and tend to rely on ______ for copywriting, artwork, and media scheduling advice a. local media b. a freelance specialist c. national media d. an advertising department e. an advertising agency

a. a local media

A product mix is best described as a. all products offered by a firm. b. all products of a particular type. c. product, distribution, promotion, and price. d. a group of closely related products that are considered a unit because of market, technical, or end-use considerations. e. many products sold by one firm.

a. all products offered by a firm.

When Coca-Cola takes the information collected through research and attempts to assess and interpret what it means for its soft-drink marketing efforts, Coca-Cola is engaged in environmental a. analysis. b. manipulation. c. scanning. d. management. e. forces.

a. analysis.

Barnes and Noble sells online through its website, while also selling through physical store locations. This type of retailing is referred to as a. brick-and-clicks. b. bricks-and-mortar. c. online-specialty. d. web-only. e. side-by-side.

a. brick-and-clicks.

The core product element a. consists of a product's fundamental utility or main benefit and usually addresses a fundamental need of the consumer. b. includes supporting services, such as installation, guarantees, product information, and promises of repair or maintenance. c. provides added value or attributes that are in addition to the core product's utility or benefit. d. includes benefits based on consumers' experiences with the product, which gives symbolic meaning to many products (and brands) for buyers. e. can be either tangible or intangible and includes functional, social, and psychological utilities or benefits.

a. consists of a product's fundamental utility or main benefit and usually addresses a fundamental need of the consumer.

Quality modifications are changes that relate to a product's a. dependability and durability. b. reliability and value. c. price and availability. d. value and durability. e. effectiveness and versatility.

a. dependability and durability

A marketing plan document usually begins with a(n) a. executive summary. b. summary of current performance as compared with past performance. c. introduction to the company's marketing objectives. d. opportunity and threat analysis. e. situation analysis.

a. executive summary.

The Church of the Latter Day Saints has used advertising for many years, airing a commercial TV spot that shows parents actively playing games with their children. The Church is using marketing to promote its a. ideas. b. experiences. c. goods. d. production. e. services.

a. ideas

King Mechanic is a very profitable automobile repair shop. The company is well known for its great service and involvement in the community, but it fails to properly dispose of its used oil as outlined in environmental regulations. King Mechanic is failing in its ____ responsibilities. a. legal b. strategic c. economic d. philanthropic e. ethical

a. legal

The three most widely recognized types of consumer decision making are a. limited problem solving, extended problem solving, and routinized response behavior. b. extended problem solving, enduring problem solving, and situational decision making. c. internal problem solving, external problem solving, situational behavior. d. planned problem solving, impulse buying, and limited decision making. e. responsive behavior, planned behavior, and impulsive decision making.

a. limited problem solving, extended problem solving, and routinized response behavior.

The width of a product mix is measured by the number of product a. lines a company offers. b. features in each brand. c. items in the product line. d. dimensions in the product line. e. specialties a company offers.

a. lines a company offers.

Any group of people who, as individuals or as organizations, have needs for products in a product class and who have the ability, willingness, and authority to buy such products is a(n) a. market. b. segmented market. c. undifferentiated market. d. business market. e. market variable.

a. market.

Three primary methods of collecting information for environmental scanning are a. observation, secondary sources, and marketing research. b. marketing research, company records, and advance orders. c. secondary sources, company records, and observation. d. executive knowledge, media, and marketing research. e. company database, executive knowledge, and research.

a. observation, secondary sources, and marketing research.

Maslow's hierarchy of needs refers to the five levels of needs that humans seek to satisfy, from most to least basic to survival. These needs, in order from most to least basic to survival are a. physiological, safety, social, esteem, self-actualization. b. psychological, physiological, safety, social, and esteem. c. physiological, esteem, safety, self-actualization, and psychological. d. physiological, safety, esteem, social, and self-actualization. e. physiological, psychological, safety, social, and esteem.

a. physiological, safety, social, esteem, self-actualization.

Marketers who attempt to influence and change the various environmental forces have a(n) ____ response to these forces. a. proactive b. inactive c. variable d. positive e. reactive

a. proactive

The buildup approach measure of sales potential a. starts with forecasts about demand for a specific product within a relatively small area. b. starts with broad estimates of general economic activity. c. does not use sales estimates. d. is seldom employed by industrial firms. e. ends with an estimate of a single firm's sales of a specific product.

a. starts with forecast about demand for a specific product within a relatively small area

An analysis of ____ examines internal factors that give the organization certain advantages and disadvantages in meeting the needs of its target markets. a. strengths and weaknesses b. organizational resources c. activities and responsibilities d. ​opportunities and threats e. ​market opportunities

a. strengths and weaknesses

Secondary data cannot be obtained from a. surveys. b. computerized literature retrieval databases. c. international sources. d. trade journals. e. the government.

a. surveys

Marketing research is best defined as a. the systematic design, collection, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of market opportunities. b. a framework for the day-to-day management and structuring of information gathered by marketers. c. the use of tools and methods to measure and interpret the effectiveness of a firm's marketing activities. d. the collecting of data from secondary sources and internal documents. e. an intuitive process for making decisions based on personal knowledge and experience to take advantage of market opportunities.

a. the systematic design, collection, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of market opportunities.

The three major ways to modify a product include a. extensions, generations, and upgrades. b. aesthetic, quality, and functional changes. c. quality, quantity, and design. d. styling, product features, and product design. e. color, size, and quantity modifications.

b. aesthetic, quality, and functional changes.

The focal point of all marketing activities a. are products. b. are customers. c. are sales. d. is the marketing mix. e. are profits.

b. are customers.

Problem recognition occurs when a consumer a. searches for information to resolve a problem. b. becomes aware that there is a difference between a desired state and an actual condition. c. recognizes a need and evaluates information to resolve a problem. d. evaluates her or his purchase. e. is exposed to a television advertisement desired state and an actual condition.

b. becomes aware that there is a difference between a desired state and an actual condition.

A set of Bose car speakers sold to Ford for use in the production of a hybrid Escape would be an example of a(n) a. raw material. b. component part. c. accessory equipment. d. process material. e. specialty item.

b. component part.

Sprint encourages customers to post reviews on its company website or Facebook page in the hopes of increasing the company's a. target market. b. credibility. c. image. d. market share. e. reach.

b. credibility.

Segmentation variables are usually grouped into four categories: a. demographic, geographic, religion, and income. b. demographic, geographic, psychographic, and behavioristic. c. geopolitical, income, behavioristic, and psychographic. d. attitudes, lifestyles, behaviors, and gender. e. geographic, demographic, psychographic, and attitudes.

b. demographic, geographic, psychographic, and behavioristic.

Julia was reviewing her bank statement for last month. She had paid her rent, her car payment, electric and phone bills, and made three trips to the grocery. Julia had also bought tickets to an Ariana Grande concert and new clothes to wear to the concert. The money spent on Julia's rent, car, electric, and phone bills was likely from her ____ , while the money spent on the concert tickets and new clothes was from her _____. a. gross income; disposable income b. disposable income; discretionary income c. disposable income; net income d. gross income; savings income e. disposable income; savings

b. disposable income; discretionary income

Assignment of meaning to organized information inputs is called a. redefinition. b. selection. c. interpretation. d. learning. e. motivation.

c. interpretation.

In the consumer buying decision process, a buyer will search his or her memory for information about products that might solve the problem they have identified in the a. external search. b. internal search. c. postpurchase phase. d. purchase phase. e. evoked search.

b. internal search.

A valid study a. verifies expected results b. measures what it is supposed to. c. results in a causal relationship between the independent and dependent variables. d. uses random sampling. e. portrays the population being studied.

b. measures what it is supposed to.

Perception is a three-step process that involves a. anticipating, classifying, and discarding information inputs. b. selecting, organizing, and interpreting information inputs. c. classifying, recording, and eliminating information received through the senses. d. collecting, eliminating, and organizing information inputs. e. motivation, personality, and attitudes.

b. selecting, organizing, and interpreting information inputs.

The three major categories of influences on the consumer buying decision process are a. social influences, situational influences, and marketer-dominated influences. b. situational influences, social influences, and psychological influences. c. marketer-dominated influences, psychological influences, and person-specific influences. d. situational influences, demographic influences, and psychological influences. e. demographic influences, situational influences, and marketer-dominated influences.

b. situational influences, social influences, and psychological influences.

Nate Arnold's Auto Towing Service would best be described as a(n) ____ product. a. convenience b. unsought c. durable d. specialty e. shopping

b. unsought

Marketers call the Internet a pull medium because a. users get pulled along by social media influencers. b. users determine which websites they are going to view. c. they have great control over the content to which users are exposed. d. social networks have great control over the content to which users are exposed. e. they determine which websites consumers are going to view.

b. users determine which websites they are going to view.

The equation a buyer applies to assess a product's value is a. value = customer costs − customer benefits. b. value = customer benefits − customer costs. c. value = monetary price − customer benefits. d. value = customer benefits − time and effort. e. value = customer benefits − monetary price.

b. value = customer benefits − customer costs.

​A strategic window is a. ​the process that seeks information about events and relationships in a company's outside environment. b. ​a temporary period of optimum fit between the key requirements of a market and the particular capabilities of a firm competing in that market. c. ​customers' requirements or desired benefits. d. ​what determines the factors that are most important in making a market attractive or strong. e. ​the right combination of circumstances and timing that permit an organization to take action to reach a particular target market.

b. ​a temporary period of optimum fit between the key requirements of a market and the particular capabilities of a firm competing in that market.

​Marketing is the process of a. ​promoting products through personal selling and advertising to develop and maintain favorable relationships with customers and stakeholders. b. ​creating, distributing, promoting, and pricing products to facilitate satisfying exchange relationships with customers and to develop and maintain favorable relationships with stakeholders in a dynamic environment. c. ​focusing on customers' needs. d. ​creating, distributing, promoting, and pricing goods, services, and ideas to facilitate the achievement of the firm's objectives. e. ​delivering a standard of living to a society.

b. ​creating, distributing, promoting, and pricing products to facilitate satisfying exchange relationships with customers and to develop and maintain favorable relationships with stakeholders in a dynamic environment.

A marketing plan a. ​produces plans that are short term in orientation. b. ​provides a framework for implementing and controlling marketing activities. c. ​restricts the marketing manager's future options. d. ​is characteristic of production-oriented firms and other mass producers. e. ​always increases the marketing manager's operating costs.

b. ​provides a framework for implementing and controlling marketing activities.

_____ data yields information that can be communicated through numbers or metrics. a. Qualitative b. Conclusive c. Quantitative d. Experimental e. Exploratory

c. Quantitative

Which sampling design gives every member of the population an equal chance of appearing in the sample? a. Nonprobability b. Quota c. Random d. Poll e. Stratified

c. Random

A marketing manager for a small laptop manufacturer is analyzing the potential effects of political, legal, sociocultural, and economic forces on the firm's operations. The marketing manager is examining the ____ that influence(s) the firm's strategy. a. trends b. surroundings c. marketing environment d. operating situation e. economic conditions

c. marketing environment

A major advantage of using individual branding is that a. a specific brand name for each product will help the company grow during times of economic recession. b. this branding policy will prevent the overextension of a brand name to products that are completely unrelated to the original. c. a poor-quality product will not contaminate all of the company's other products with negative images. d. the quality of one of the company's products will help increase the perceived quality image of the company's other related products. e. the promotion of one of the company's brands will also promote the company's other brands.

c. a poor-quality product will not contaminate all of the company's other products with negative images.

Changes that affect the sensory appeal of a product by altering its taste, texture, sound, smell, or visual characteristics are called ____ modifications. a. operational b. feature c. aesthetic d. quality e. functional

c. aesthetic

The three major types of reference groups are a. actual, implied, and desired. b. advocacy, avoidance, and approach. c. aspirational, dissociative, and membership. d. family, peer group, and media. e. membership, aspirational, and advocacy.

c. aspirational, dissociative, and membership.

The problem with using an undifferentiated strategy to market a "universal car" is that a. car buyers cannot be segmented. b. the technology to produce a universal car does not yet exist. c. car buyers have heterogeneous needs. d. car buyers have homogeneous needs. e. other car makers are already using an undifferentiated strategy.

c. car buyers have heterogeneous needs.

Research that is conducted to clarify the characteristics of certain phenomena to solve a particular problem is called ____ research. a. primary b. secondary c. descriptive d. exploratory e. experimental

c. descriptive

The purpose of market segmentation is to a. meet the needs of homogeneous markets. b. reduce the overall cost of marketing activities. c. divide a total market to enable a marketer to develop a more precise marketing mix. d. differentiate products. e. identify a single marketing mix that will be satisfactory for the general market.

c. divide a total market to enable a marketer to develop a more precise marketing mix.

The first step in the strategic performance evaluation is to a. evaluate actual performance. b. ​compare actual performance and standards. c. establish performance standards. d. reduce the difference between actual and desired standards. e. take corrective action.

c. establish performance standards

A customer shopping for a fax machine tells a salesperson that it is important for the fax machine to have several attributes. It must use plain paper, be able to make copies, be compatible with all other fax machines, and not require a separate phone line. The buyer has expressed his or her a. service characteristics. b. framing characteristics. c. evaluative criteria. d. information search criteria. e. consideration set.

c. evaluative criteria.

If Campbell were to offer single-serving "Soup for One" packages to household markets, it would be using segmentation based on a. geographic considerations. b. income. c. family life cycle. d. age. e. preferences.

c. family life cycle.

The four major competitive structures are a. brand, product, total budget, and generic. b. monopolies, limited competition, oligopolistic competition, and pure competition. c. oligopolies, monopolies, monopolistic competition, and pure competition. d. pure competition, heavy competition, moderate competition, and light competition. e. monopolies, oligopolies, oligopolistic monopolies, and pure competition.

c. oligopolies, monopolies, monopolistic competition, and pure competition.

A car dealership is altering how it determines its advertising appropriation. It is moving from an approach where it sets its budget based on projected revenue for the coming year to one in which it identifies the cost required to meet certain goals. It is switching from the _____ approach to the _____ approach. a. percentage-of-sales; competitive-matching b. arbitrary; competitive-matching c. percentage-of-sales; objective-and-task d. competitive-matching; objective-and-task e. competitive-matching; arbitrary

c. percentage-of-sales; objective-and-task

All the elements, individuals, or units of interest to researchers for a specific study are called the a. focus group. b. target market. c. population. d. sample. e. data set.

c. population.

Edward is a high school senior and plans to attend college after graduation. Edward enjoys playing computer games such as League of Legends and hopes to pursue a career in computer game design. He's taking computer programming classes in high school, and his teacher has been discussing recent issues related to consumer _______ and concerns that the Federal Trade Commission may develop regulations that would provide additional protection to consumers by limiting the amount of consumer information that businesses can gather online. a. intelligence b. credit card information c. privacy issues d. intellectual property

c. privacy issues

The element of the marketing mix used to increase awareness of a product or company is a. product. b. distribution. c. promotion. d. price. e. ​communication.

c. promotion

If Morton Salt saw all table salt customers as pretty much alike and thus offered only one marketing mix, it would be using the ____ strategy. a. product-use b. segmented c. undifferentiated d. differentiated e. directed

c. undifferentiated

____ is a broad set of communication activities used to create and maintain favorable relations between the organization and its stakeholders. a. A press strategy b. Publicity c. Selling d. Public relations e. Advertising

d. Public relations

A light bulb can be all of the following except a. a business product if it is used to light an assembly line in a factory. b. either a consumer product or a business product. c. a consumer product. d. a consumer product if it is used to light the office of the board of directors. e. a business product.

d. a consumer product if it is used to light the office of the board of directors.

Selective exposure refers to a. remembering inputs that support personal feelings and beliefs and forgetting those that do not. b. the circumstances or conditions that exist when a consumer is making a purchase decision. c. the process of selecting, organizing, and interpreting information inputs to produce meaning. d. admitting only certain inputs into consciousness. e. targeting only certain parts of the total market.

d. admitting only certain inputs into consciousness.

Trevor is on his way to work when he realizes he has a flat tire. He swings into Sam's Club and has a new tire installed. Trevor's purchase of a new tire in this situation is considered to be a. an industrial good b. a specialty good c. a convenience good d. an unsought good e. a shopping good

d. an unsought good

Business products are a. purchased for personal consumption. b. chosen on the basis of preferences expressed by a business procurement department. c. not purchased by nonbusiness organizations. d. classified according to their characteristics and intended uses. e. purchased for both their functional aspects and their psychological rewards.

d. classified according to their characteristics and intended uses.

Bree Spencer is director of career services at a major Midwestern university and works with corporations who are seeking to recruit recent college graduates. Bree is interested in attracting DePuyOrthopaedics, Inc., a division of Johnson & Johnson, to recruit entry-level marketing and sales representatives. Bree has received very favorable word-of-mouth communication from alumni about DePuyOrthopaedics, and employees are extremely satisfied with the company's culture and feel empowered to make decisions. In addition, they report that they are given a high degree of flexibility and autonomy, which enables them to quickly respond and adapt rapidly to changing customer needs. It's likely that DePuyOrthopaedics has implemented a ____________ organizational structure. a. controlled b. paternal c. centralized d. decentralized

d. decentralized

When using credit to make purchases, consumers are a. decreasing current buying power and increasing future buying power. b. putting themselves at significant risk of financial disaster. c. forgoing the accumulation of wealth to increase current income. d. increasing current buying power at the expense of future buying power. e. increasing their present discretionary income to extend purchasing power.

d. increasing current buying power at the expense of future buying power.

The three levels of brand loyalty from strongest to weakest are a. preference, insistence, recognition. b. insistence, recognition, preference. c. insistence, preference, indifference. d. insistence, preference, recognition. e. recognition, preference, insistence.

d. insistence, preference, recognition.

The four major stages of a product life cycle include a. specialty, convenience, shopping, and unsought goods. b. awareness, interest, trial, and adoption. c. decline, stabilization, exposure, and growth. d. introduction, growth, maturity, and decline. e. prosperity, recession, depression, and recovery.

d. introduction, growth, maturity, and decline.

A major determining factor in deciding which type of decision-making process should be used depends on the individual's intensity of interest in a product and the importance of the product for that person. This is known as an individual's a. motivational structure. b. evaluative criteria. c. cognitive dissonance. d. level of involvement. e. routinized response behavior.

d. level of involvement.

Global marketers such as PepsiCo have embraced technology that enables them to form better relationships and communicate with customers. One of the benefits of e-marketing that Pepsi enjoys is that a. e-marketing generates more revenue for the firm. b. e-marketing is simple and easy to use. c. e-marketing can be implemented without using advertising agencies. d. marketers and customers can share information.

d. marketers and customers can share information.

The three general types of media schedules are a. pulsing, beating, and continuous. b. morning, afternoon, and evening. c. light, heavy, and alternating. d. pulsing, continuous, and flighting. e. short, medium, and long-term.

d. pulsing, continuous, and flighting.

____ relates to perceptions of value and is the most flexible element of the marketing mix. a. Product mix b. Store location c. Promotion d. Distribution e. Pricing

e. Pricing

Which of the following best illustrates how a firm can use a symbol to make an intangible product more tangible? a. Arrows on Wrigley gum packages b. McDonald's arches c. Mercedes Benz emblem d. Nike swoosh e. Traveler's Insurance umbrella

e. Traveler's Insurance umbrella

A product line is defined as a. products that can be designated as a unique offering among the organization's products. b. products that are sold by the same firm or a division of a firm. c. a specific group of products that are offered to the market. d. products that an organization makes available to consumers. e. a group of closely related products that are considered a unit because of marketing, technical, or end-use considerations.

e. a group of closely related products that are considered a unit because of marketing, technical, or end-use considerations.

Decreasing sales, increasing expenses, or decreasing profits a. should be carefully considered before collecting data. b. are important considerations in designing the research project. c. are to be expected during the marketing research process. d. usually have no effect on the marketing research process. e. are examples of symptoms that point to larger problems.

e. are examples of symptoms that point to larger problems.

Jonathon's Coffee Shop wants to increase customer satisfaction. Currently, only 75% of customers indicate they are satisfied with the services offered. In the next six months, it plans on implementing a number of changes to improve its services. Jonathon's Coffee plans to implement a survey at the end of the six-month period to determine whether customer satisfaction has improved. Jonathon's wants 90% of its customers to indicate they are satisfied with its service. This is an example of a ________________. a. core competency b. marketing control c. strategic window d. marketing plan e. marketing objective

e. marketing objective

The most important function of packaging is a. attracting the attention of the customer. b. communicating information to the customer. c. covering the product. d. offering convenience to customers. e. protecting the product and maintaining its functionality.

e. protecting the product and maintaining its functionality.

Pointing out any deficiencies and the possible reasons for them should be done in the ____ step of the marketing research process. a. designing the research project b. collecting data c. defining the issue or problem d. interpreting research findings e. reporting research findings

e. reporting research findings

Samantha is going to the store to buy milk and cereal. She will most likely use ____ in her consumer decision-making process. a. limited decision making b. extended decision making c. perceptual scanning d. evaluation of alternatives e. routinized response behavior

e. routinized response behavior

The director of marketing for 3M tapes tells the rest of the management team, "When it comes to our transparent packaging tape unit, our strategy will be to use funds generated here to support our venture in the industrial bonding market." This strategy indicates that the packaging tape unit falls into which one of the following classifications? a. ​Star b. ​Problem child c. ​Question mark d. ​Dog e. ​Cash cow

e. ​Cash cow

Organizations should define themselves not according to the products they produce but according to a.​ how profitable they are. b. ​the price of their stock. c. ​the abundance of their product selection. d. ​how they treat employees. e. ​how they satisfy customers.

e. ​how they satisfy customers.