MKTG 300 Final prep
Ch.4 Which one of the following statements about marketing research in small businesses and non-profit organizations is correct? A. Only large companies can afford to conduct marketing research. B. Surveys are the only research approach that can be effectively used by small businesses and non-profits. C. Although the research methods of small businesses and nonprofits are less complex and costly, they still must be conducted carefully. D. Small companies and non-profits do not need marketing information. E. Good research requires large sample sizes, which are not feasible for small businesses and non-profits.
Although the research methods of small businesses and nonprofits are less complex and costly, they still must be conducted carefully.
Ch. 7 What is positioning? A. Selecting which segments to enter B. Dividing a market into smaller groups of buyers C. Selecting which customers to serve D. Arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers E. Developing profiles of market segments
Arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers
Ch. 7 Anythinglefthanded.com.uk only sells products designed for left-handed people. Which targeting strategy is it using? A. Undifferentiated marketing B. Differentiated marketing C. Individual marketing D. Concentrated marketing E. Local marketing
Concentrated marketing
Ch. 7 ________, which divides the market into segments based on variables such as age, life-cycle stage, and gender, is the most commonly used approach to segmenting consumer markets. A. Niche marketing B. Demographic segmentation C. Behavioral segmentation D. Psychographic segmentation E. Micromarketing
Demographic segmentation
Ch. 7 A company can differentiate itself from competitors using symbols such as McDonald's golden arches, Twitter's bird, and the Nike swoosh. Which type of differentiation is this? A. People differentiation B. Product differentiation C. Channel differentiation D. Image differentiation E. Services differentiation
Image differentiation
Ch. 7 ________ divides buyers into different segments based on social class, lifestyle, or personality characteristics. A. Psychographic segmentation B. Behavioral segmentation C. Cross-market segmentation D. Undifferentiated marketing E. Benefit segmentation
Psychographic segmentation
Ch. 6 Which of the following is an example of an institutional buyer? A. The U.S. Navy B. Apple C. Tenet Healthcare D. Walmart E. Proctor & Gamble
Tenet Healthcare
Ch. 5 The statements, "I only buy the best" and "The Japanese make the best cars in the world," represent ________. A. attitudes B. drives C. motives D. perceptions E. physiological needs
attitudes
Ch.4 Today, many marketing managers are overloaded and sometimes overwhelmed by the amount of market information available to them. ________ is the general term that refers to the problems and opportunities that emerge from organizations attempting to make sense of the large complex datasets that have been amassed from a variety of sources. A. marketing intelligence B. market research C. big data D. internal data E. positioning
big data
Ch. 6 The more complex the purchase, the more likely it is that several people will participate in the decision-making process. Buying committees composed of technical experts and top management are common in the buying of major goods. These organizational groups are commonly referred to as the ________. A. gatekeepers B. buying center C. buying organization D. supplier development department E. procurement office
buying center
Ch. 5 An individual's ________, that is, the shared beliefs and values that distinguish one group from another, is/are the most basic cause of a person's wants and behavior. A. social status B. culture C. physiological needs D. motivations E. perceptions
culture
Ch. 6 Business demand for Gore-Tex fabrics derives from consumer purchases of outdoor apparel brands made from Gore-Tex. This is an example of the concept of ________. A. a straight rebuy B. inelasticity of demand C. fluctuating demand D. derived demand E. formalized decision making
derived demand
Ch. 5 For the purchase of products like table salt, which often occur under conditions of low-consumer involvement and little significant brand difference, consumers typically engage in ________ buying behaviors. A. complex B. variety-seeking C. brand loyalty-driven D. habitual E. dissonance-reducing
habitual
Ch.4 Much of Pinterest's success is due to how it used marketing information to ________. A. change the name of its website B. understand that its site was not useful to businesses C. send targeted email to key customers D. identify a unique customer insight E. increase its profits
identify a unique customer insight
Ch. 6 Motives, perceptions and preferences are _______ factors than can influence the business-buying decision process. A. economic B. individual C. cultural D. organizational E. interpersona
individual
Ch. 6 Items such as technical specifications, quantities, delivery times, return policies, and warranties are included in the ________. A. supplier selection B. order-routine specification C. product specification D. proposal solicitation E. general need description
order-routine specification
Ch.5 The ________ model of buyer behavior suggests that marketing and other stimuli enter the consumer's "black box" and produce certain attitudinal and behavioral responses. A. Maslow B. marketing stimuli C. stimulus-response D. black-box E. self-actualization
stimulus-response
Ch. 6 Many large retailers such as Walmart, Target, Home Depot, and Lowe's have turned over ordering and inventory responsibilities to their suppliers, a practice commonly referred to as ________. A. performance review B. straight rebuy C. product value analysis D. vendor-managed inventory E. e-procurement
vendor-managed inventory
Ch. 6 Which of the following is a business-to-business market transaction? A. A grocery store buying cereal from Kellogg's B. A person buying his or her weekly groceries C. The U.S. government buying supplies for military personnel D. A family vacationing at Disneyland E. A hospital buying medical supplies
A grocery store buying cereal from Kellogg's
Ch. 5 ________ is the first stage in the new product adoption process. A. Interest B. Trial C. Adoption D. Evaluation E. Awareness
Awareness
Ch. 6 What is the nature of demand in business markets? A. Business market demand is independent of consumer market demand. B. Demand in business markets is elastic. C. Changes in consumer demand will cause changes in business demand. D. Demand in business markets does not fluctuate. E. Demand in business markets fluctuates less than in consumer markets.
Changes in consumer demand will cause changes in business demand.
Ch.4 In response to concerns about intrusions of privacy, most large companies now appoint a ________ to safeguard the information of consumers who do business with the company. A. Chief Privacy Officer (CPO) B. Chief Information Officer (CIO) C. customer insight team D. Chief Operating Officer (COO) E. Chief Financial Officer (CFO)
Chief Privacy Officer (CPO)
Ch.4 ________ is the systematic monitoring, collection, and analysis of publicly available information about consumers, competitors, and developments in the marketplace. A. Big data B. Causal research C. Competitive marketing intelligence D. A marketing information system E. Exploratory research
Competitive marketing intelligence
Ch. 5 Five characteristics are important in influencing an innovation's rate of adoption. As ________ increases, the rate of adoption is slower. A. Compatibility B. Divisibility C. Communicability D. Complexity E. Relative advantage
Complexity
Ch.4 ________ is the first step in the marketing research process. A. Developing the research plan B. Collecting data C. Defining the problem and research objectives D. Interpreting and reporting the findings E. Analyzing data
Defining the problem and research objectives
Ch. 7 Which of the following statements about segmentation is true? A. Buyers within a market segment have different needs, characteristics, and behaviors. B. Different segments might require different marketing strategies or mixes. C. Market segmentation is part of a company's value proposition. D. Most companies today mass market and do not segment their markets. E. Segmentation identifies individual buyers that can be targeted with a market offering.
Different segments might require different marketing strategies or mixes.
Ch. 6 The ________ Web site provides a single point of entry through which commercial vendors and government buyers can post, search, monitor, and retrieve opportunities solicited by the entire federal contracting community. A. Department of Veterans Affairs B. Small Business Administration C. Defense Logistics Agency D. Federal Business Opportunities E. General Services Administration
Federal Business Opportunities
Ch. 7 The Westin Stamford Hotel in Singapore failed when it once advertised itself as the world's tallest hotel. This difference was not worth establishing because it did not satisfy which of the following criteria? A. Communicable B. Important C. Superior D. Preemptive E. Distinctive
Important
Ch. 7 On the My M&Ms Web site, users 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 here? A. Local marketing B. Concentrated marketing C. Undifferentiated marketing D. Differentiated marketing E. Individual marketing
Individual marketing
Ch. 5 Which adopter group is skeptical and adopts a new product only after a majority of people have tried it? A. Early adopters B. Innovators C. Lagging adopters D. Early mainstream E. Late mainstream
Late mainstream
Ch. 5 Variety-seeking behavior would result from which of the following conditions? A. Low involvement and few differences between brands B. Low involvement and significant differences between brands C. Buyers do not engage in variety seeking behavior. D. High involvement and significant differences between brands E. High involvement and few differences between brands
Low involvement and significant differences between brands
Ch. 7 When marketers target segments such as sports fans, do-it-yourselfers, commuters, and wine enthusiasts, which base of segmentation are they using? A. Psychographic segmentation B. Intermarket segmentation C. Behavioral segmentation D. Demographic segmentation E. Geographic segmentation
Psychographic segmentation
Ch. 5 What determines whether a buyer is satisfied or dissatisfied with a purchase? A. How others feel about the purchase B. Satisfaction is determined by the relationship between the consumer's expectations and the product's perceived performance. C. Whether or not the buyer experienced cognitive dissonance D. The number of alternatives considered in the purchase decision E. The amount of information gathered in the decision process
Satisfaction is determined by the relationship between the consumer's expectations and the product's perceived performance.
Ch.4 Which of the following statements about competitive marketing intelligence is correct? A. Monitoring a competitor's website is unethical. B. Marketing intermediaries are not good sources of competitive marketing intelligence. C. Marketing intelligence information is not available from the U.S. government. D. Companies should not be concerned about competitors accessing publicly available information about them. E. The goal of competitive marketing intelligence is to improve strategic decision making.
The goal of competitive marketing intelligence is to improve strategic decision making.
Ch. 7 What is the purpose of differentiation? A. To allow a firm to offer the lowest prices B. To select the segment or segments to enter C. To create superior customer value D. To divide the market into smaller groups of buyers E. To market high quality products
To create superior customer value
Ch.4 What is the overall purpose of customer insight groups? A. To use information to increase company profits B. To identify underperforming products C. To monitor social media while other research teams mine big data D. To develop customer insights from which the company can create more value for customers E. To collect information from a narrow range of data sources
To develop customer insights from which the company can create more value for customers
Ch.4 Companies like Coca-Cola and Geico have formed ________, typically led by a senior marketing executive and made up of experts from across the organization, whose purpose is to collect and analyze customer and market information from a wide variety of sources in order to identify and act upon new market opportunities. A. customer insights teams B. employee focus groups C. customer advocacy groups D. marketing research departments E. social media monitoring command centers
customer insights teams
Ch.4 Companies use ________ to sift through large amounts of big data and dig out interesting findings relevant to creating customer value. A. CRM B. data warehouses C. touch points D. data mining E. social media
data mining
Ch.4 Companies use ________ to gather company wide, finely detailed customer and market information and store it in a centralized and accessible location. A. data warehouses B. data mining C. touch points D. CRM E. social media
data warehouses
Ch.4 The first stage of the marketing research process, which involves ________, is often the most difficult step in the research process. A. defining the research problem and setting research objectives B. developing a research plan for acquiring needed data C. designing the survey D. developing a sampling plan E. implementing the marketing research plan
defining the research problem and setting research objectives
Ch. 7 One important consideration in using a differentiated targeting strategy is that ________. A. focusing on what is common in consumers can potentially appeal to the largest number of buyers B. the demand for customized products is decreasing C. serving one or a few smaller segments can limit sales D. it can increase costs E. it is easier for the company because it needs to manage only one market offering
it can increase costs
Ch. 7 The process of evaluating each market segment's attractiveness and selecting one or more market segments to enter is called ________. A. market segmentation B. differentiation C. a customer-driven marketing strategy D. market targeting E. positioning
market targeting
Ch.4 A ________ consists of people and procedures dedicated to assessing information needs, developing the needed information, and helping decision makers use the information to generate and validate actionable customer and market insights. A. CRM system B. customer insights team C. data warehouse D. marketing information system E. marketing department
marketing information system
Ch. 6 The U.S. government normally awards contracts to ________. A. foreign suppliers B. the lowest bidder C. the highest bidder D. the supplier with the highest quality item E. the supplier with the best reputation
the lowest bidder
Ch.4 One advantage to using internal databases for information is that ________. A. internal information is in a form that is useful for making marketing decisions B. the information stored in internal databases is always current C. internal information is accurate and complete D. internal information sources are easy to manage E. they can be accessed quickly and cheaply
they can be accessed quickly and cheaply
Ch. 5 Forces and events in the buyer's environment enter the buyer's black box, where they are turned into a set of buyer responses. These buyer responses include __________. A. the buyer's attitudes and preferences, brand engagement and relationships, and purchase behavior B. the buyer's decision process and the buyer's characteristics C. the buyer's attitudes and preferences and the buyer's decision process and purchase behavior D. the buyer's characteristics and purchase behavior E. the buyer's attitudes and preferences, purchase behavior, and marketing stimuli
the buyer's attitudes and preferences, brand engagement and relationships, and purchase behavior
Ch. 6 How is the business-buying decision process different from the consumer-buying decision process? A. Business-to-business marketers keep customers by meeting current needs and by partnering with them to help solve their problems. B. The business-buying decision process is shorter than the consumer-buying decision process. C. Business-buying decisions are less formal. D. Business buyers face less complex buying decisions than consumers do. E. Business-to-business marketers do not work as closely with their customers as consumer marketers.
Business-to-business marketers keep customers by meeting current needs and by partnering with them to help solve their problems.
Ch. 5 The cultural factors that influence buyer behavior include _____. A. Culture, subculture, and social class B. Culture, social class, and family C. Culture, subculture, beliefs, and attitudes D. Culture, subculture and family. E. Culture, subculture, small groups, and social networks
Culture, subculture, and social class
Ch. 5 Stimuli in the buyer's environment includes ________. A. brand engagement and relationships B. economic, technological, social, and cultural forces C. the 4 Ps and buying attitudes and preferences D. buyer's characteristics and buyer's decision processes E. the 4 Ps, social factors, and purchase behavior
economic, technological, social, and cultural forces
Ch. 6 In which type of buying situation will a buyer usually go through all the stages of the business buying process? A. A straight rebuy B. A new task-buying situation C. A modified rebuy D. The purchase of raw materials E. The purchase of a business service
A new task-buying situation
Ch. 6 Every Monday a pizzeria places the same order with its supplier for pepperoni. Which type of buying situation does this represent? A. A straight rebuy B. A consumer transaction C. Systems selling D. A new task situation E. A modified rebuy
A straight rebuy
Ch.4 A colleague needs to collect descriptive data about her customer's attitudes. She has not done this type of research before. What research approach would you recommend to best suit this research project? A. A survey B. An ethnographic study C. An experiment D. Observation E. Use secondary data
A survey
Ch. 5 Which of the following correctly identifies the personal factors that influence consumer buyer behavior? A. Age and lifecycle stage, lifestyle, economic situation, occupation, and personality and self-concept B. Occupation, economic situation, lifestyle, family, and social class C. Subculture, lifestyle, economic situation, and age and lifecycle stage D. Age and lifecycle stage, occupation, economic situation, lifestyle, and motivation E. Motivation, beliefs and attitudes, perception, and learning
Age and lifecycle stage, lifestyle, economic situation, occupation, and personality and self-concept
Ch. 7 Toothpastes claim they "whiten teeth," "fight bad breath," and "reduce plaque." Which base of segmentation is being used in this example? A. Benefits sought B. Demographics C. Occasions D. Geographic E. Psychographics
Benefits sought
Ch. 6 Which of the following statements regarding the business market is correct? A. In the business market buying process, buyers and sellers are less dependent on each other than in the consumer market. B. Business buying decisions are less complex than consumer buying decisions. C. The business market has more buyers than the consumer market. D. The business market is not as large as the consumer market in terms of dollars spent and items purchased. E. Business marketers normally deal with far fewer but far larger buyers than the consumer marketer does.
Business marketers normally deal with far fewer but far larger buyers than the consumer marketer does.
Ch.4 ________ integrates everything that a company's sales, service, and marketing teams know about individual customers, providing a 360-degree view of the customer relationship. A. Digital intelligence command center B. CRM C. A commercial online database D. A focus group E. Neuromarketing
CRM
Ch. 7 A colleague wants to evaluate the attractiveness of a particular market segment. Which of the following would be good advice for your colleague? A. A segment is attractive if there are substitute products available. B. Fast-growing segments are always attractive. C. If a segment is larger than others, it should be targeted. D. Carefully consider the degree of competition and ease of entry into the segment. E. The power of buyers is not a consideration when evaluating the attractiveness of a segment.
Carefully consider the degree of competition and ease of entry into the segment.
Ch. 7 Which of the following statements regarding segmentation is correct? A. The business market is homogenous and is not segmented. B. As gender roles have changed, gender is no longer a useful form of segmentation. C. Companies that segment based on income primarily target the affluent. D. Consumer and business marketers use many similar variables, but business marketers uses additional variables to segment their markets. E. The use of demographics to segment markets has declined in recent years.
Consumer and business marketers use many similar variables, but business marketers uses additional variables to segment their markets.
Ch. 5 Which of the following correctly defines the consumer market? A. Individuals and households that buy goods and services for personal consumption B. Consumers and the businesses that sell to them C. Consumers who spend more than $5000.00 yearly on goods and services D. Consumers and the resellers who consumers buy their products from E. Manufacturers, resellers, and consumers
Individuals and households that buy goods and services for personal consumption
Ch. 6 A university is buying notebook computers for its faculty. 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? A. User B. Decider C. Gatekeeper D. Buyer E. Influencer
Influencer
Ch. 5 Which of the following correctly identifies the first two adopter groups that adopt a new product? A. Innovators and laggard adopters B. Innovators and early adopters C. Late mainstream and laggard adopters D. Early mainstream and late mainstream E. Early adopters and early mainstream
Innovators and early adopters
Ch. 6 Which of the following statements regarding the institutional market is correct? A. Institutional markets are characterized by large budgets. B. Institutional markets are characterized by low budgets and captive patrons. C. Marketers do not recognize the special characteristics and needs of institutional buyers. D. Institutional markets are relatively small. E. Institutional buyers always seek to minimize costs.
Institutional markets are relatively small.
Ch.4 Which of the following statements about big data is correct? A. Analyzing big data always leads to useful customer insights. B. Analyzing big data is an easy task. C. One result of big data is that marketing managers are often overloaded and overwhelmed with information. D. Big data actually refers to very small data sets. E. Big data is important because marketers today need more information to make good decisions.
One result of big data is that marketing managers are often overloaded and overwhelmed with information.
Ch.4 Which of the following statements about online research is correct? A. Experiments cannot be conducted online. B. Online surveys generally have higher response rates than those conducted by mail or phone. C. Focus groups are rarely conducted online. D. It is more expensive to conduct online research than to do a mail, phone, or personal interview. E. Online research is feasible only for large companies.
Online surveys generally have higher response rates than those conducted by mail or phone.
Ch. 6 __________ is the stage of the business-buying decision process that occurs after a problem is recognized and a general need description is developed. A. Need recognition B. Supplier selection C. Proposal solicitation D. Product specification E. Performance review
Product specification
Ch.4 Which of the following would be good advice for someone that is conducting marketing research in a foreign country? A. Language translation will be easy. B. Reaching respondents in other parts of the world is more difficult than it is in the United States. C. Consumers in foreign markets generally enjoy participating in marketing research. D. You can easily find good secondary data in most foreign markets. E. Globalization has slowed down, so international research is no longer necessary.
Reaching respondents in other parts of the world is more difficult than it is in the United States.
Ch. 5 ________ are the social factors that influence consumer buyer behavior. A. Motivation, perception, learning, beliefs, and attitudes B. Age and lifecycle stage and lifestyle C. Personality, self-concept, and lifestyle D. Small groups, social networks, family, social roles, and status E. Culture, subculture, and social class
Small groups, social networks, family, social roles, and status
Ch. 6Which of the following statements regarding the U.S. government market is correct? A. Government buying is based solely on economic criteria. B. The U.S. government is the largest buyer of goods and services in the world. C. Selling to the U.S. government requires no specific knowledge of that market. D. The U.S. government market is not affected by environmental factors. E. Government buying is not scrutinized by outside publics.
The U.S. government is the largest buyer of goods and services in the world.
Ch. 5 According to the model of buyer behavior, what are the two parts of a buyer's black box? A. Cultural forces and marketing stimuli B. The buyer's attitudes and preferences and the buyer's purchase behavior C. Purchase behavior and cultural forces. D. The buyer's characteristics and the buyer's decision process E. The 4 Ps and social forces.
The buyer's characteristics and the buyer's decision process
Ch. 6 The buying center of an organization consists of ________. A. the entire buying organization B. the choice of suppliers C. economic and technical factors D. all individuals and units that play a role in the buying purchase decision process E. the buying decision process
all individuals and units that play a role in the buying purchase decision process
Ch. 5 Gatorade's famous "Like Mike" campaign featuring Michael Jordan appealed to young athletes who idolized the NBA star. This promotional campaign is an example of how marketers effectively utilize ________ in promoting their products and services. A. role and status B. buzz marketing C. online social networks D. social class E. aspirational groups
aspirational groups
Ch. 6One problem with business-to-business e-procurement is that it ________. A. reduces purchasing efficiency B. can erode long-standing customer-supplier relationships C. increases paperwork requirements D. increases transaction costs E. increases the time between order and delivery
can erode long-standing customer-supplier relationships
Ch. 5 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. A. low-involvement B. variety-seeking C. complex D. dissonance-reducing E. habitual
complex
Ch. 5 The U.S. ________ currently accounts for more than $16 trillion worth of spending on goods and services each year. A. Department of Education B. federal government C. economy D. Department of Defense E. consumer market
consumer market
Ch.4 Target recently made some of its customers very uneasy when it used its buying histories to figure out that it had a baby on the way, including accurate estimates of child gender and due date. This incident triggered an avalanche of public concern relating to ________. A. Big Data B. product safety C. anti-competitive business practices D. marketing information systems E. consumer privacy
consumer privacy
Ch. 7 If men and women respond similarly to the same marketing mix, they do not constitute different segments. Gender would not be effective in this example because the segment is not ________. A. accessible B. measurable C. actionable D. substantial E. differentiable
differentiable
Ch. 7 P&G markets at least six different laundry detergent brands in the United States (Tide, Gain, Cheer, Era, Dreft, and Bold), which compete with each other on supermarket shelves. P&G further segments each detergent brand to serve even narrower niches. This is an example of a(n) ________. A. concentrated marketing strategy B. individual marketing strategy C. local marketing strategy D. value proposition E. differentiated marketing strategy
differentiated marketing strategy
Ch. 5 Research has shown five characteristics to be especially important in influencing an innovation's rate of adoption. One of these characteristics, ________, refers to the degree to which the innovation might be tried on a limited basis. A. communicability B. relative advantage C. compatibility D. complexity E. divisibility
divisibility
Ch. 5 Of the five adopter groups, ________ are most widely regarded to be opinion leaders. A. early adopters B. innovators C. early mainstream adopters D. late mainstream adopters E. laggards
early adopters
Ch.4 Coors insight teams interact anonymously with bar patrons, supermarket shoppers, restaurant diners, and convenience store clerks to gain authentic insights into how middle American consumers buy, drink, dine, and socialize around Coors and competing brands. This is an example of ________ research. A. experimental B. causal C. brand D. ethnographic E. descriptive
ethnographic
Ch.4 Many firms securely share relevant sales, inventory, product development, and marketing information with suppliers and other external partners via its ________. A. marketing information system B. CRM system C. extranet D. data warehouse E. intranet
extranet
Ch.4 Companies set up ________, which allow key customers and value-network members to access product, account, and other data anytime they need to. A. intranets B. data warehouses C. extranets D. wireless networks E. websites
extranets
Ch.4 You and seven other people are talking with a trained moderator about your feelings and thoughts regarding a potential new product. For doing this, you receive a small payment. You are participating in a(n) ________. A. immersion group B. ethnographic study C. individual interview D. experiment E. focus group interview
focus group interview
Ch. 6 The ________ market consists of schools, hospitals, nursing homes, prisons, and other institutions that provide goods and services to people in their care. A. government B. institutional C. not-for-profit D. B2B E. consumer
institutional
Ch.4 To develop needed information, marketing information systems utilize ________. A. internal databases, marketing intelligence, and marketing research B. marketing managers, information users, and internal databases C. internal databases, big data, and market research D. internal databases, marketing research, and marketing managers E. marketing intelligence, marketing research, and the marketing environment
internal databases, marketing intelligence, and marketing research
Ch. 6 Because organizational buying centers usually include many participants who influence each other, ________ also influence the business buying process. A. internal organizational factors B. external environmental factors C. economic factors D. Individual factors E. interpersonal dynamics
interpersonal dynamics
Ch.4 According to the text, two major public policy and ethical issues in marketing research are ________. A. international research and intrusions on consumer privacy B. intrusions on consumer privacy and the misuse of research findings C. intrusions on consumer privacy and unsafe products D. improper sampling procedures and the misuse of research findings E. the misuse of research findings and deceptive advertising
intrusions on consumer privacy and the misuse of research findings
Ch. 7 Macy's has rolled out a localization program called "My Macy's" in which merchandise is customized under 69 different geographical districts. Blending local customer requests with store transaction data, Macy's district managers can customize merchandise assortments for its stores. This local marketing approach is a form of ________. A. market segmentation B. concentrated marketing C. micromarketing D. undifferentiated marketing E. differentiated marketing
micromarketing
Ch. 6 Jim is an account manager for a leading paper manufacturing and supply company based in the Northeast U.S. One of his leading clients, a leading education publisher, wants to change product specifications and the terms of its delivery schedules. This type of purchasing situation would be categorized as a ________. A. purchase order B. new task C. systems selling D. modified rebuy E. straight rebuy
modified rebuy
Ch. 5 The first stage of the buyer decision process, ________, can be triggered by either internal or external stimuli. A. cognitive dissonance B. information search C. purchase intention D. alternative evaluation E. need recognition
need recognition
Ch. 6 Once a supplier has been selected, buyers typically prepare a(n) ________ that details items such as technical specifications, quantity needed, expected delivery time, return policies, and warranties. A. purchase order B. performance review C. general need description D. order routine specification E. request for proposal
order routine specification
Ch.4 ncreasing consumer privacy concerns have become a major problem for the marketing research industry. Companies face the challenge of unearthing valuable, but potentially sensitive consumer data, while also maintaining consumer trust. At the same time, consumers wrestle with the trade-offs between ________ and privacy. A. pricing discounts B. public safety C. a more sustainable environment D. loyalty program points E. personalization
personalization
Ch. 7 The final step in implementing a market-driven strategy is ________, which 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. geographic segmentation B. differentiation C. socially responsible target marketing D. positioning E. market segmentation
positioning
Ch. 7 A ________ illustrates consumer views of brands versus those of competing products on important buying dimensions. A. unique selling proposition B. competitive advantage C. target market D. positioning map E. market segment
positioning map
Ch.4 To deliver real value to marketers, marketing information must ________. A. be obtained inexpensively B. be quantitative C. come from big data D. increase the company's profits E. provide useful customer insights
provide useful customer insights
Ch.4 Competitive marketing intelligence uses ________ data sources. A. private B. internal C. expensive D. publicly available E. competitor's internal
publicly available
Ch. 5 In the buyer decision process, after a consumer has recognized a need, he or she will ________. A. experience cognitive dissonance B. form a purchase intention C. evaluate alternatives D. make a purchase decision E. search for information
search for information
Ch. 7 The first step in creating a market-driven strategy is ________, which involves dividing a market into smaller segments of buyers with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes. A. positioning B. differentiation C. segmentation D. specifying a value proposition E. market targeting
segmentation
Ch.4 Any contact between a customer and a company is called a ________. A. touch point B. purchase C. sales call D. satisfaction survey E. service call
touch point
Ch. 7 A brand's ________ represents the full mix of benefits on which a brand is differentiated and positioned and is the answer to the customer's question, "Why should I buy your brand?" A. positioning B. competitive advantage C. value proposition D. target market E. positioning map
value proposition