Test 1

118) ________ combined with affordability determines the product's value proposition. A) Acceptability B) Affluence C) Affability D) Accessibility E) Awareness

A) Acceptability

61) ________ research is designed to capture cause-and-effect relationships by eliminating competing explanations of the observed findings. A) Experimental B) Behavioral C) Observational D) Focus group E) Descriptive

A) Experimental

34) According to the VALS segmentation system, ________ are successful, sophisticated, active, "take-charge" people with high self-esteem. Their purchases often reflect cultivated tastes for relatively upscale, niche-oriented products and services. A) Innovators B) Thinkers C) Achievers D) Experiencers E) Believers

A) Innovators

68) "Truancy should be checked in schools: 1) Strongly disagree, 2) Disagree, 3) Neither agree nor disagree, 4) Agree, 5) Strongly agree." This is an example of a ________. A) Likert scale B) semantic differential C) multiple choice question D) Thematic Appreciation Test (TAT) E) dichotomous question

A) Likert scale

3) ________ management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. A) Marketing B) Knowledge C) Operations D) Strategic E) Distribution

A) Marketing

1) ________ provide diagnostic information about how and why we observe certain effects in the marketplace, and what that means to marketers. A) Marketing insights B) Marketing metrics C) Marketing channels D) Marketing information systems E) Marketing-mix models

A) Marketing insights

19) According to PRIZM, the ________ cluster is characterized by retired singles and couples, living on downscaled incomes in pre-1960 homes and apartments, who enjoy gardening, sewing, socializing at veterans clubs, and eating out at casual restaurants. A) Old Milltowns B) Young Digerati C) Winner's Circle D) Beltway Boomers E) Cosmopolitans

A) Old Milltowns

64) ________ questions allow respondents to answer in their own words and often reveal more about how people think. A) Open-end B) Dichotomous C) Likert scale D) Multiple choice E) Semantic differential

A) Open-end

33) ________ is the science of using psychology and demographics to better understand consumers. A) Psychographics B) Interactionism C) Clustering D) Demographic transition E) Customerization

A) Psychographics

42) According to the VALS segmentation system, ________ are considered to be trendy and fun-loving people who are resource-constrained. They favor stylish products that emulate the purchases of those with greater material wealth. A) Strivers B) Survivors C) Experiencers D) Makers E) Believers

A) Strivers

86) ________ flash an ad to a subject with an exposure interval that may range from less than one hundredth of a second to several seconds. A) Tachistoscopes B) Audiometers C) Polygraphs D) GPS systems E) Galvanometers

A) Tachistoscopes

27) Which of the following statements about Gen Yers is true? A) They are selective, confident, and impatient. B) They are more likely to associate retirement with "the beginning of the end." C) They are more pragmatic and individualistic. D) They were born between 1964 and 1978. E) They were the first generation to find surpassing their parents' standard of living a serious challenge.

A) They are selective, confident, and impatient.

106) The marketing concept holds that ________. A) a firm should find the right products for its customers, and not the right customers for its products B) customers who are coaxed into buying a product will most likely buy it again C) a new product will not be successful unless it is priced, distributed, and sold properly D) consumers and businesses, if left alone, won't buy enough of the organization's products E) a better product will by itself lead people to buy it without much effort from the sellers

A) a firm should find the right products for its customers, and not the right customers for its products

2) Which of the following would be the best illustration of a subculture? A) a religion B) a group of close friends C) your university D) a fraternity or sorority E) your occupation

A) a religion

115) Design is at the root of ________. A) acceptability B) affordability C) affability D) accessibility E) awareness

A) acceptability

18) Consumers often choose and use brands that have a brand personality consistent with how they see themselves, also known as the ________ self-concept. A) actual B) ideal C) others' D) prohibitive E) suggestive Answer: A

A) actual

104) A(n) ________ puts people into a frame of mind, such as liking or disliking an object, moving toward or away from it. A) attitude B) belief C) feeling D) position E) stance

A) attitude

146) With the ________ heuristic, predictions of usage are based on quickness and ease of use. A) availability B) representative C) anchoring D) adjustment E) semantic

A) availability

77) The John Deere brand might make someone think of a rugged, Midwestern male who is hardworking and trustworthy, which the brand management folks would learn through ________ research. A) brand personification B) projective technique C) visualization D) laddering E) Zaltman Metaphor Elicitation Technique

A) brand personification

136) In evaluating different market segments, the firm must look at two factors: the segment's overall attractiveness and the ________. A) company's objectives and resources B) effectiveness of the suppliers C) flexibility of legal rules governing the business D) socioeconomic infrastructure E) global nature of the product

A) company's objectives and resources

109) With the ________ heuristic, the consumer sets a minimum acceptable cutoff level for each attribute and chooses the first alternative that meets the minimum standard for all attributes. A) conjunctive B) lexicographic C) elimination-by-aspects D) primary E) secondary

A) conjunctive

121) A key driver of sales frequency is the product ________ rate. A) consumption B) disposal C) refusal D) utility E) option

A) consumption

7) AT&T, GE, Samsung, Shell Oil, and others have engaged in a(n) ________ exercise by sponsoring the Innovation Challenge, where top MBA students compete in teams to address company problems. A) crowdcasting B) syndication C) net monitoring D) product-preference E) advertising evaluation

A) crowdcasting

140) According to marketing consultant Pat LaPointe, the ________ metrics measurement pathway of the marketing dashboard reflects how prospects become consumers. A) customer B) unit C) cash-flow D) brand E) productivity

A) customer

138) A ________ scorecard records how well the company is doing year after year based on measures such as the average perception of the company's product quality relative to its chief competitor. A) customer-performance B) stakeholder-performance C) marketing balanced D) vendor E) generic

A) customer-performance

21) The responses marketers seek from prospects include all of the following EXCEPT ________. A) decampment B) attention C) a purchase D) a vote E) a donation

A) decampment

41) When companies measure the number of people who are willing and able to buy their products, they are measuring ________. A) demand B) price elasticity C) real needs D) standard of living E) disposable income

A) demand

102) A marketer is interested in segmenting a business market on ________ if the marketer intends to segment the market based on industries and geographical areas to serve. A) demographic variables B) situational factors C) operating variables D) purchasing approaches E) personal characteristics

A) demographic variables

45) Unistar Inc., is an FMCG company that produces a wide range of offerings such as grocery items and personal care products. If Unistar wants to estimate the demand for its new line of body moisturizers, which are all priced at $18, it should opt for ________ research. A) descriptive B) exploratory C) prescriptive D) causal E) qualitative

A) descriptive

86) The success of online purchasing resulted in ________ in the delivery of products and services by intervening in the traditional flow of goods through distribution channels. A) disintermediation B) diversification C) reduced competition D) deregulation E) privatization

A) disintermediation

142) Marketers usually identify niches by ________. A) dividing a segment into subsegments B) conducting VALS tests C) allowing consumers to gravitate toward product brands D) examining the demographics section of the handbook of marketing E) producing products that can be used in a variety of ways

A) dividing a segment into subsegments

16) Brand personality analysts identified the popular music channel MTV as daring, spirited, and highly imaginative. As per Jennifer Aaker's research, which of the following brand personality traits best suits MTV? A) excitement B) sincerity C) competence D) ruggedness E) sophistication

A) excitement

100) Maria considers buying a car for herself, after she notices the advantages experienced by her best friend from his new car. Which of the following forms of stimulus has activated Maria's problem recognition process? A) external stimuli B) internal stimuli C) peer stimuli D) secondary stimuli E) marketing induced stimuli

A) external stimuli

138) If a marketing manager observes that his or her market shows no natural segments and consumers seem to have roughly the same preferences, the marketing manager will most likely be faced with a ________ preferences pattern. A) homogeneous B) heterogeneous C) diffused D) clustered E) scattered

A) homogeneous

44) Dennis requests his father to buy him a PlayStation® for his birthday. With respect to consumer decision roles, which role is Dennis currently playing? A) initiator B) influencer C) decider D) buyer E) gatekeeper

A) initiator

91) In ________ interviews, researchers stop people at a shopping mall or busy street corner and request an interview on the spot. A) intercept B) arranged C) group D) structured E) behavioral

A) intercept

13) Sales of woolen clothing usually increase during the winter season and decline thereafter. This is an example of ________ demand. A) irregular B) declining C) impulse D) latent E) negative

A) irregular

37) According to the VALS segmentation framework, consumers primarily motivated by ideals are guided by ________. A) knowledge B) social activity C) products that demonstrate success to their peers D) variety E) risk

A) knowledge

54) Which of the following techniques was suggested by Freud to trace a person's motivations from the stated instrumental ones to the more terminal ones? A) laddering B) word association C) role playing D) casting E) selective attention

A) laddering

118) With the ________ heuristic, the consumer chooses the best brand on the basis of its perceived most important attribute. A) lexicographic B) conjunctive C) elimination-by-aspects D) availability E) representativeness

A) lexicographic

21) Newlyweds in the United States buy more in the first six months than an established household does in five years. Newlyweds are an example of a(n) ________ segment. A) life stage B) age C) behavior D) user status E) income

A) life stage

22) Jose and Erika have just divorced. Which of the following demographic segmentation subsegment formats might be used by marketers to reach Jose or Erika? A) life stage B) benefits C) age segment D) personality type E) social class

A) life stage

101) In segmenting its markets, an aluminum company first looked at which end-use market to serve: automobile, residential, or beverage containers. This is an example of ________. A) macrosegmentation B) microsegmentation C) geographic segmentation D) global segmentation E) short-term segmentation

A) macrosegmentation

89) If a marketing researcher wishes to reach those people who would not give personal interviews or whose responses might be biased or distorted by interviewers, he or she should use ________. A) mail questionnaires B) telephonic interviews C) online interviews D) focus groups E) observational research

A) mail questionnaires

105) Marketers need to identify the hierarchy of attributes that guide consumer decision making in order to understand different competitive forces and how these various sets get formed. This process of identifying the hierarchy is called ________. A) market partitioning B) brand association C) market valuation D) market estimation E) market identification

A) market partitioning

24) IKEA has achieved global recognition by offering consumers leading-edge Scandinavian furniture at affordable prices. IKEA is delivering value to consumers who are ________ constrained. A) money B) time C) brand D) value E) self-concept

A) money

109) Anderson and Mervin have urged marketers to present flexible market offerings to all members of a segment. A flexible market offering consists of two parts. Which part contains the product and service elements that all segment members value? A) naked solution B) discretionary solution C) maximum solution D) pseudo solution E) virtual solution

A) naked solution

10) If a direct-mail marketer wished to direct promotional efforts toward the family of ________, efforts need to be directed toward parents and siblings of the family members. A) orientation B) procreation C) immediacy D) intimacy E) reference

A) orientation

54) Chipotle engages customers through Facebook, Twitter, and other social media via its grassroots "Food with Integrity" digital strategy, which puts the focus on what it sells and where it comes from. These are examples of ________ media. A) owned B) earned C) paid D) service E) marketing

A) owned

112) Financial accountability and social responsibility marketing are elements of ________ marketing. A) performance B) relationship C) internal D) social E) mass

A) performance

98) The ________ concept holds that consumers will favor offerings with the best quality, performance, or innovative features. A) product B) marketing C) production D) selling E) holistic marketing

A) product

76) Which of the new four Ps encompasses the old four Ps as well as a range of other marketing activities that might not fit well into the old view of marketing? A) programs B) processes C) promotion D) people E) performance

A) programs

10) When the Modern Museum of Art separated its consumers by whether they were culture-oriented or outdoor-oriented for its new exhibit on art that used natural materials, they were using ________ segmentation. A) psychographic lifestyle B) personality C) behavioral occasions D) social class E) demographic

A) psychographic lifestyle

117) When a marketer tries to alter a consumer's beliefs about a company's brand to get the consumer to rethink a purchase decision, the marketer is using ________. A) psychological repositioning B) competitive depositioning C) positioning D) repositioning E) biased positioning

A) psychological repositioning

63) Because of its flexibility, ________ are the most common technique of collecting primary data. A) questionnaires B) telephonic interviews C) behavioral research studies D) experimental designs E) focus groups

A) questionnaires

87) In response to threats from such companies as Amazon.com, E*TRADE, and dozens of others, established manufacturers and retailers became "brick-and-click" oriented by adding online services to their existing offerings. This is known as ________. A) reintermediation B) disintermediation C) retail transformation D) e-collaboration E) new-market synchronization

A) reintermediation

50) Designing a research plan calls for decisions on all of the following EXCEPT ________. A) research objectives B) data sources C) research approaches D) research instruments E) sampling plans

A) research objectives

44) The identification and profiling of distinct groups of buyers who might prefer or require varying product and service mixes is known as ________. A) segmentation B) integration C) disintermediation D) cross-selling E) customization

A) segmentation

50) If a marketer uses warehouses, transportation companies, banks, and insurance companies to facilitate transactions with potential buyers, the marketer is using a ________ channel. A) service B) distribution C) communication D) relationship E) standardized

A) service

42) When American Airlines asked "1) What types of first-class passengers would respond most to ultra high-speed Wi-Fi service and 2) How many are likely to use it at different price levels?", it was ________. A) setting specific research objectives B) conducting exploratory research C) outlining decisions D) defining the problem E) designing a research plan

A) setting specific research objectives

64) As Rita scans the yellow pages section of her phonebook looking for a florist, she sees several other products and services advertised. Though interesting on first glance, she quickly returns to her primary task of finding a florist. The items that distracted her from her initial search were most likely stored in which of the following types of memory? A) short-term memory B) long-term memory C) middle memory D) subconscious memory E) subliminal memory

A) short-term memory

144) Volkswagen concentrates on the small-car market and Porsche on the sports car market. These would be examples of what is called ________. A) single-segment concentration B) selective specialization C) product specialization D) market specialization E) full market coverage

A) single-segment concentration

145) All of the following are benefits of following the ________ approach to target market selection: a strong knowledge of the segment's needs, a strong market presence, operating economies through specializing in production, distribution, and promotion. A) single-segment concentration B) selective specialization C) product specialization D) market specialization E) full market coverage

A) single-segment concentration

100) Urgency, specific application, and size of order are examples of ________ segmentation variables for business markets. A) situational factors B) demographic C) purchasing approaches D) personal characteristics E) operating variables

A) situational factors

71) The Body Shop, Timberland, and Patagonia incorporate ________ as a way to differentiate themselves from competitors, build consumer preference, and achieve notable sales and profit gains. A) social responsibility B) technology C) globalization D) collaboration E) goodwill

A) social responsibility

43) A(n) ________ need is a need that the consumer explicitly verbalizes. A) stated B) affirmative C) unsought D) delight E) secret

A) stated

48) When Amy goes shopping for clothes, she goes into every store in the mall looking for the best deal. She is very price conscious. On the basis of loyalty status, Amy can be described as a(n) ________. A) switcher B) split loyal C) shifting loyal D) hard-core loyal E) anti-loyal

A) switcher

46) During market segmentation analysis, the marketer identifies which segments present the greatest opportunity. These segments are called ________ markets. A) target B) capital C) tertiary D) demographic E) developing

A) target

3) The process of selecting one or more market segments to enter is called market ________. A) targeting B) dominance C) positioning D) segmentation E) research

A) targeting

120) Steve has only 20 minutes to have lunch. Although he really likes McDonald's, the line is very long and he is concerned that he will not have a chance to get through the line and eat his lunch before he is due back at work. Steve perceives ________ risk in going to McDonald's today. A) time B) functional C) physical D) psychological E) social

A) time

145) Which of the following products is most likely to be characterized by low involvement but significant brand difference? A) toothpastes B) digital cameras C) packet of salt D) a milk carton E) furniture

A) toothpastes

45) The key to attracting potential users of a product or service, or even possibly nonusers, is ________. A) understanding the reasons they are not using it B) offering financial incentives for first-time use C) increasing the usage rate of existing users D) developing a new product that better meets their needs E) increasing advertising expenditures

A) understanding the reasons they are not using it

147) Which of the following best represents the chief advantage of pursuing a selective specialization multisegment strategy? A) It makes the company almost bulletproof to competitors' actions. B) It diversifies the firm's risk. C) It creates synergy between markets. D) It is a low-cost strategy. E) It treats all buyers the same and, therefore, lowers promotion costs.

B) It diversifies the firm's risk.

65) Which of the following is true of qualitative research? A) It is a structured measurement approach that permits a range of possible responses. B) It is indirect in nature, so consumers may be less guarded. C) It requires large sample sizes. D) Its results can be easily generalized to broader populations. E) It generally results in similar results and conclusions across researchers.

B) It is indirect in nature, so consumers may be less guarded.

61) ________ theory teaches marketers that they can build demand for a product by associating it with strong drives, using motivating cues, and providing positive reinforcement. A) Demand B) Learning C) Economic D) Psychological E) Demographic

B) Learning

57) ________ is the process by which we select, organize, and interpret information inputs to create a meaningful picture of the world. A) Consumption B) Perception C) Acculturation D) Assimilation E) Cognitive dissonance

B) Perception

15) ________ refers to a set of distinguishing human psychological traits that lead to relatively consistent and enduring responses to environmental stimuli. A) Image B) Personality C) Psychological transformation D) Lifestyle E) Acculturation

B) Personality

114) Even if consumers form brand evaluations, two general factors can intervene between the purchase intention and the purchase decision: one is unanticipated situational factors; what is the other factor? A) amount of purchasing power B) attitudes of others C) short-term memory capabilities D) ability to return merchandise E) the self-concept

B) attitudes of others

103) A(n) ________ is a descriptive thought that a person holds about something. A) attitude B) belief C) desire D) feeling E) emotion

B) belief

48) A company would like to study the impact of advertising expenditure on sales and sales revenue. This is an example of ________ research. A) prescriptive B) causal C) secondary D) exploratory E) qualitative

B) causal

124) Richard Petty and John Cacioppo's ________ model, an influential model of attitude formation and change, describes how consumers make evaluations in both low- and high-involvement circumstances. A) introspective B) elaboration likelihood C) stimulus-response D) associative network memory E) expectancy-value

B) elaboration likelihood

108) A ________ offering consists of two parts: a naked solution and discretionary options. A) differentiated market B) flexible market C) rigid market D) vertical market E) horizontal market

B) flexible market

65) Betsy, a teenager, uses most of her after-school hours in either playing tennis or watching movies. She barely manages to concentrate on her lessons for a couple of hours before exams. Being questioned about her substandard performance in school, she points out the teacher's inability to complete the entire course during the school hours as the possible reason. Betsy's behavior is most likely to be associated with ________. A) generalization B) hedonic bias C) discrimination D) selective attention E) psychological repositioning

B) hedonic bias

72) Tracy's is a chain of hair dressing salons for women. They use television, magazines, radio, and newspapers to advertise their services. The owners ensure that all communication channels deliver a common message to prospective customers. Tracy's believes in ________ marketing. A) internal B) integrated C) socially responsible D) global E) relationship

B) integrated

16) When consumers share a strong need that cannot be satisfied by an existing product, it is called ________ demand. A) negative B) latent C) declining D) irregular E) nonexistent

B) latent

2) Establishing and communicating the distinctive benefit(s) of the company's market offering for each target segment is called ________. A) market research B) market positioning C) marketing effectiveness D) market segmentation E) market dominance

B) market positioning

137) In ________ marketing, the firm ignores segment differences and goes after the whole market with one offer. A) niche B) mass C) guerrilla D) segmented E) differentiated

B) mass

107) A company can be said to have used ________ if the company distinguished among customers buying on the basis of price, service, and quality. A) global segmentation B) microsegmentation C) short-term segmentation D) macrosegmentation E) geographic segmentation

B) microsegmentation

136) Marketing ________ analyze(s) data from a variety of sources, such as retailer scanner data, company shipment data, pricing, media, and promotion spending data, to understand more precisely the effects of specific marketing activities. A) metrics B) mix models C) forecasting D) intelligence databases E) decision systems

B) mix models

6) Joe is a computer service technician. People in his neighborhood usually depend on his suggestions for purchasing any computer accessory or hardware, as they believe that he has access to far more information on computer technology than the average consumer. The neighbors are also aware that Joe has the required knowledge and background for understanding the technical properties of the products. Within this context, Joe can be called a(n) ________. A) transactional leader B) opinion leader C) role model D) gate-keeper E) international marketer

B) opinion leader

19) Consumers often choose and use brands that have a brand personality consistent with how they think others view them, also known as the ________ self-concept. A) actual B) others' C) ideal D) dual E) perceptual

B) others'

123) A consumer is persuaded to buy a product by a message that requires little thought and is based on an association with a brand's positive consumption experiences from the past. In this situation, the consumer used a ________ route to arrive at this purchase decision. A) central B) peripheral C) behavioral D) subjective E) objective

B) peripheral

97) After computing averages and measures of dispersion for the major variables and applying advanced statistical techniques and decision models in the hope of discovering additional findings from the gathered information, researchers ________. A) define the problem, the decision alternatives, and the research objectives B) present findings relevant to the major marketing decisions facing management C) evaluate the costs associated with data collected D) analyze the appropriateness of the data sources used E) develop the research plan

B) present findings relevant to the major marketing decisions facing management

143) At the heart of any marketing program is the firm's ________, its tangible offering to the market. A) strategy B) product C) brand D) value E) people

B) product

101) Webmax Inc. produced and marketed cameras. After considerable research and development, they developed a new digital camera that had an array of new features. Webmax was so sure about the new offering that they even reduced their marketing budget. What sort of orientation does Webmax have toward the marketplace? A) production orientation B) product orientation C) selling orientation D) marketing orientation E) holistic marketing orientation

B) product orientation

100) As a major steel manufacturer, SteelMakers Inc. focuses on having the most efficient manufacturing processes in place. The company believes that its competitive edge lies in its ability to offer the best prices. They also maintain an excellent distribution network that ensures wide availability of their products. SteelMakers has a ________ orientation. A) selling B) production C) product D) marketing E) social

B) production

73) In which of the following qualitative methods are subjects asked to complete an incomplete stimulus? A) word association B) projective techniques C) visualization D) brand personification E) laddering

B) projective techniques

106) A marketer interested in segmenting a business market based on ________ intends to eventually segment the market based on power structure and nature of existing relationship. A) situational factors B) purchasing approaches C) personal characteristics D) operating variables E) demographic variables

B) purchasing approaches

115) A mobile phone manufacturing company observes that the main reason for an abrupt fall in sales volume is the unconventional design of their phones that consumers found inconvenient and unattractive. The findings prompt the company to adopt a new strategy. They redesigned the product models keeping the requirements of the end-user in mind. According to the expectancy value-model, the company's strategy can be termed as ________. A) psychological repositioning B) real repositioning C) competitive depositioning D) physiological depositioning E) prescriptive method

B) real repositioning

148) Ben always reaches for the bright blue and yellow box of Ritz crackers when he visits the snack food aisle in the grocery store. He rarely even reads the box or checks the price. Which of the following heuristics is most likely being used by Ben? A) availability B) representative C) anchoring D) adjustment E) semantic

B) representative

68) Amtex electronics, a consumer products brand, frequently advertises its products inside supermarkets and retail stores to promote the process of memory ________ and stimulate purchase. A) verification B) retrieval C) decoding D) formation E) augmentation

B) retrieval

52) Before Sandra opened her florist shop she read all she could about the floral industry. She also consulted several published research reports to understand growth patterns in the local area with particular interest in the location of florists throughout the city. This ________ helped her to decide on the location of her store. A) primary data B) secondary data C) primitive data D) tertiary information E) licensed information

B) secondary data

47) Researchers usually start their investigation by examining some of the rich variety of low-cost and readily available ________ data, then collect ________ data if the needed data don't existing or are dated, inaccurate, incomplete or unreliable. A) primary; secondary B) secondary; primary C) primary; econometric D) secondary; econometric E) exploratory; econometric

B) secondary; primary

104) The ________ concept holds that consumers and businesses, if left alone, will ordinarily not buy enough of the organization's products. A) production B) selling C) marketing D) product E) holistic marketing

B) selling

133) London Business School's Tim Ambler believes the evaluation of marketing performance can be split into two parts: ________. A) long-term results and changes in brand equity B) short-term results and changes in brand equity C) long-term results and changes in consumer perceptions D) short-term results and changes in profitability E) changes in market share and changes in profitability

B) short-term results and changes in brand equity

103) A marketer is interested in segmenting a business market based on urgency of delivery and the size of the order. Which of the following major segmentation variables would the marketer most likely use to assist with the task? A) purchasing approaches B) situational factors C) operating variables D) personal characteristics E) demographic variables

B) situational factors

52) A company can learn a great deal by analyzing the degrees of brand loyalty. For example, ________ can show the firm which brands are most competitive with its own. A) hard-core loyals B) split loyals C) shifting loyals D) switchers E) antiloyals

B) split loyals

139) If a company actively tracks the satisfaction of its suppliers, banks, and distributors, it is using what is called a ________ scorecard. A) customer-performance B) stakeholder-performance C) marketing balanced D) vendor E) generic

B) stakeholder-performance

30) As part of an antismoking crusade, the American Legacy Foundation hires teens as the "Truth Squad" to hand out T-shirts, bandanas, and dog tags at teen-targeted events. The American Legacy Foundation is using ________ to reach Generation Y. A) computer games B) street teams C) unconventional sports D) online buzz E) videos

B) street teams

4) Which of the following types of marketing research firms gathers consumer and trade information and then sells it for a fee (e.g., Nielsen Company)? A) custom marketing research firms B) syndicated-service research firms C) specialty-line marketing research firms D) generic marketing research firms E) focused marketing research firms

B) syndicated-service research firms

111) If a consumer is shopping for a smart phone, all of the smart phone options available in the market — whether a consumer knows about them or not — is called the ________ set. A) awareness B) total C) consideration D) choice E) inept

B) total

99) Which of the following categories of goods and services is most likely to require an aggressive use of the selling concept? A) shopping goods B) unsought goods C) necessary goods D) luxury goods E) complementary goods

B) unsought goods

40) When Frank buys his own house, he would like to have a home theater system and a jacuzzi. He plans to save enough money in the next three years so that he can fulfill his wish. Frank's desire for the home theater and the jacuzzi is an example of a(n) ________. A) need B) want C) demand D) unstated need E) latent demand

B) want

36) According to the VALS segmentation system, ________ are successful, goal-oriented people who focus on career and family. They favor premium products that demonstrate success to their peers. A) Thinkers B) Innovators C) Achievers D) Believers E) Experiencers

C) Achievers

13) ________ are the most fashion-conscious of all racial and ethnic groups and are more likely to be influenced by their children when selecting a product for purchase, and less likely to be influenced by unfamiliar brands. A) Hispanic Americans B) Asian Americans C) African Americans D) LGBT customers E) American Indians

C) African Americans

110) Which of the following is most consistent with the integrated marketing approach? A) A good product will sell itself. B) If left alone, consumers are inclined to purchase only inexpensive products. C) All communication to consumers must deliver a consistent message irrespective of the medium. D) In order to succeed, the main focus should be on having an efficient production process in place. E) Online marketing is less important than traditional marketing efforts.

C) All communication to consumers must deliver a consistent message irrespective of the medium.

43) According to the VALS segmentation system, ________ are conservative, conventional, and traditional people with concrete beliefs. They prefer familiar, US-made products and are loyal to established brands. A) Survivors B) Strivers C) Believers D) Makers E) Innovators

C) Believers

84) Showrooming is associated with which of the following new consumer capabilities? A) Consumers can tap into social media to share opinions and express loyalty. B) Consumers can actively interact with companies. C) Consumers can use the Internet as a powerful information and purchasing aid. D) Consumers can reject marketing they find inappropriate. E) Consumers can communicate on the move.

C) Consumers can use the Internet as a powerful information and purchasing aid.

17) According to PRIZM, the ________ cluster is characterized by educated, midscale, and multiethnic, urban couples in America's fast-growing cities. Concentrated in a handful of metropolitan areas such as Las Vegas, Miami, and Albuquerque, these households feature older home owners, empty nesters, and college graduates. A) Beltway Boomers B) Old Milltowns C) Cosmopolitans D) Young Digerati E) Winner's Circle

C) Cosmopolitans

29) If a marketing manager employs such marketing techniques as online buzz, student ambassadors, cool events, and street teams to reach target markets, the manager is most likely appealing to the ________ market. A) Generation Z B) Generation X C) Generation Y D) Silent generation E) Baby boomers

C) Generation Y

110) ________ are rules of thumb or mental shortcuts in the decision process. A) Attitudes B) Beliefs C) Heuristics D) Discriminations E) Biases

C) Heuristics

82) During a ZMET study, Chloe selected images that, when entered into the computer program, suggested the metaphor related to the meeting of past, present, and future, or the ________ metaphor. A) Balance B) Transformation C) Journey D) Container E) Control

C) Journey

23) ________ portrays the "whole person" interacting with his or her environment. A) Attitude B) Personality C) Lifestyle D) Self-concept E) Subculture

C) Lifestyle

2) ________ is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company. A) Marketing communications B) Internal marketing C) Marketing research D) Market segmentation E) Marketing planning

C) Marketing research

24) ________ are products such as the Mercedes Benz C-class and the American Express Blue card, that extend historically high-priced brands down-market while retaining their cachet. A) Hourglass products B) Mass market products C) Old Luxury brand extensions D) Masstige goods E) Accessible superpremium products

C) Old Luxury brand extensions

59) ________ is the tendency to interpret information in a way that will fit our preconceptions. A) Selective retention B) Cognitive dissonance C) Selective distortion D) Subliminal perception E) Selective embellishment

C) Selective distortion

53) ________ assumed that the psychological forces shaping people's behavior are largely unconscious, and that a person cannot fully understand his or her own motivations. A) Abraham Maslow B) Frederick Herzberg C) Sigmund Freud D) John Cacioppo E) Karl Marx

C) Sigmund Freud

57) Why must researchers avoid generalizing from focus group participants to the whole market? A) Participants' responses are not reliable. B) Most of the participants are likely to be ignorant about the topic of discussion. C) The size of the group is too small and the sample is not drawn randomly. D) Most of the participants are likely to exhibit similar tastes and preferences. E) The participants usually come from diverse backgrounds.

C) The size of the group is too small and the sample is not drawn randomly.

74) ________ requires people to create a collage from magazine photos or drawings to depict their perceptions. A) Brand personification B) Projective technique C) Visualization D) Laddering E) Zaltman Metaphor Elicitation Technique

C) Visualization

18) According to PRIZM, the ________ cluster is characterized as the nation's tech-savvy singles and couples, living in areas typically filled with trendy apartments and condos, fitness clubs and clothing boutiques, casual restaurants, and all types of bars — from juice to coffee to microbrew. A) Beltway Boomers B) Old Milltowns C) Young Digerati D) Cosmopolitans E) Winner's Circle

C) Young Digerati

17) The Marlboro Man was depicted in the advertisements of Marlboro cigarettes as a rugged outdoor, tough cowboy type. This was done to establish what is called ________. A) trademarking B) a brand name C) a brand personality D) co-branding E) a brand reference

C) a brand personality

74) Which of the following is NOT one of the 4 As customers most value? A) acceptability B) affordability C) affability D) accessibility E) awareness

C) affability

14) Pampers divides its market demographically on the basis of ________ into prenatal, new baby, baby, toddler, and preschooler. A) life stage B) gender C) age D) income E) social class

C) age

7) For a high school student, Tim is highly concerned about environmental issues. He is a strong supporter of the garbage recycling and afforestation campaigns taken up by the environmental activists in his neighborhood. He wants to become a full time volunteer for their upcoming wildlife protection program and has even saved money to contribute to the cause. This group of environmental activists can be categorized under which of the following reference groups? A) primary group B) secondary group C) aspirational group D) dissociative group E) cognitive group

C) aspirational group

147) A consumer tells another consumer, "Every time I eat at Big Bill's Steakhouse, I get poor service." Whether this is true or not, it is the consumer's perception. This is an example of consumers basing future predictions on the quickness and ease with which a particular example of an outcome comes to mind. This scenario would be an illustration of the ________ heuristic. A) discrimination B) differentiation C) availability D) screening E) representativeness

C) availability

11) Robert is the owner of an automobile manufacturing company. He calls for a board meeting and tells his directors that he wants to build a car that lets the users experience power and exhilaration. He tells them that the car must allow his users to soar from 0-60 mph in about 4 seconds. He also adds in that the price of the car must be affordable enough for anybody making a good salary. In accordance with the given scenario, Robert is trying to segment the market on the basis of ________. A) occupation B) family size C) benefits D) nationality E) user status

C) benefits

83) During a focus-group session, one set of participants indicated that Dell computers reminded them of a surfer, Apple computers of a mad scientist, and IBM was equated to Ebenezer Scrooge from Charles Dickens's tale, "A Christmas Carol." Which of the following qualitative research approaches relates to the approach described above? A) projective techniques B) visualization C) brand personification D) laddering E) brand architecture

C) brand personification

141) According to marketing consultant Pat LaPointe, the ________ metrics measurement pathway of the marketing dashboard focuses on how well marketing expenditures are achieving short-term returns. A) customer B) unit C) cash-flow D) brand E) productivity

C) cash-flow

21) Within the context of Jennifer Aaker's analysis, identify the brand personality that can be associated with a new product whose promotional messages consistently portray it as being reliable, intelligent, and successful. A) sincerity B) excitement C) competence D) sophistication E) ruggedness

C) competence

67) A question that respondents can answer in an almost unlimited number of ways is called a ________ question. A) structured B) closed-end C) completely unstructured D) dichotomous E) multiple choice

C) completely unstructured

72) The question "What is your opinion of the measures taken by the government to control inflation?" is an example of a ________ question. A) semantic differential B) word association C) completely unstructured D) story completion E) dichotomous

C) completely unstructured

108) Gordon Jones is considering purchasing a computer from Best Buy. He has created a scale for rating eight different computers on three different characteristics. He plans to make a short list of only those computers that score at least a 7 on his scale on all three characteristics. Which of the following choice heuristics has he chosen? A) elimination-by-aspects heuristic B) lexicographic heuristic C) conjunctive heuristic D) anchoring and adjustment heuristic E) representativeness heuristic

C) conjunctive heuristic

99) Brands that meet consumers' initial buying criteria are called the ________ set. A) total B) awareness C) consideration D) choice E) decision

C) consideration

122) The level of engagement and active processing undertaken by the consumer in responding to a marketing stimulus is called ________. A) elaboration likelihood B) consumer disengagement C) consumer involvement D) variety seeking E) low involvement

C) consumer involvement

130) Marketing ________ are a structured way to disseminate the insights gleaned from the two complementary approaches to measuring marketing productivity within the organization. A) metrics B) decision support systems C) dashboards D) segments E) mix models

C) dashboards

67) In an attempt to create greater competition and growth opportunities, countries often ________. A) increase trade barriers B) protect industries C) deregulate industries D) encourage intermediation E) reduce privatization

C) deregulate industries

38) Kim is a young professional who enjoys snowboarding and going to rock concerts with her friends. According to the VALS eight-part typology segmentation system, Kim is best described as a(n) ________. A) thinker B) achiever C) experiencer D) striver E) survivor

C) experiencer

10) A(n) ________ is a gathering of 6 to 10 people carefully selected by researchers based on certain demographic, psychographic, or other considerations and brought together to discuss various topics of interest at length. A) target group B) pilot group C) focus group D) customer base E) ethnographic group

C) focus group

62) Anne is a frequent purchaser of Yoplait strawberry yogurt. For once, she decides to try a different flavored yogurt. Instead of trying out the flavors offered by competing brands, Anne selects a different flavor offered by Yoplait. Here, her past experience with the brand prompts her to make the choice. Anne's behavior can be best described as ________. A) fallacy of proposition B) associative networking C) generalization D) heuristic thinking E) self-actualization

C) generalization

8) If a marketer decides to segment a market based on neighborhoods, the marketer will have chosen the ________ method of segmentation. A) demographic B) psychographic C) geographic D) cultural E) behavioral

C) geographic

95) The milder information search state where a person simply becomes more receptive to information about a product is called ________. A) active information search B) information search C) heightened attention D) purchase decision E) dynamic information search

C) heightened attention

113) Companies are recognizing that much of their market value comes from ________, particularly their brands, customer base, employees, distributor and supplier relations, and intellectual capital. A) variable assets B) value propositions C) intangible assets D) market offerings E) industry convergence

C) intangible assets

111) Which aspect of holistic marketing motivates employees and ensures that everyone in the organization embraces appropriate marketing principles, especially senior management? A) relationship marketing B) integrated marketing C) internal marketing D) network marketing E) performance marketing

C) internal marketing

99) A ________ has been defined as a coordinated collection of data, systems, tools, and techniques with supporting software and hardware by which an organization gathers and interprets relevant information from business and environment and turns it into a basis for marketing action. A) marketing metric B) marketing channel system C) marketing decision support system D) marketing research system E) database management system

C) marketing decision support system

5) A social definition of marketing says ________. A) effective marketing requires companies to remove intermediaries to achieve a closer connection with direct consumers B) a company should focus exclusively on achieving high production efficiency, low costs, and mass distribution to facilitate the broadest possible access to the company's products C) marketing is the process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others D) marketing is the process of extracting the maximum value from consumers to facilitate corporate growth E) marketing is the process of aggressive selling and promotion to encourage the purchase of products that might otherwise be unsought by the consumer

C) marketing is the process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others

131) Two complimentary approaches to measure marketing productivity are ________ and marketing-mix modeling. A) quality ratios B) salesperson satisfaction rates C) marketing metrics D) retailer satisfaction indices E) customer feedback surveys

C) marketing metrics

73) The ultimate outcome of relationship marketing is a unique company asset called the ________, consisting of the company and its supporting stakeholders. A) brand B) supply chain C) marketing network D) value proposition E) service channel

C) marketing network

15) People in emerging countries today are becoming increasingly health conscious and are seeking healthy food choices. As a result, demand for health foods is rising steadily, creating an opportunity for marketers to exploit this ________ market. A) demographic B) business C) need D) geographic E) service

C) need

19) Organizations catering to the ________ market need to price their offerings carefully because these markets usually have limited purchasing power. A) business B) global C) nonprofit D) consumer E) exclusive

C) nonprofit

53) Primary data can be collected in several ways. Installing CCTV cameras in a retail store whereby consumers' actions can be recorded is an example of ________ research. A) focus group B) survey C) observational D) behavioral E) experimental

C) observational

70) If a marketing researcher chooses to use word associations, the researcher is using ________ questions. A) closed-end B) Likert scale C) open-end D) rating scale E) semantic differential

C) open-end

17) When demand is ________, it implies that more customers would like to buy the product than can be satisfied. A) latent B) irregular C) overfull D) full E) negative

C) overfull

105) A marketer is interested in segmenting a business market on ________ if the marketer intends to eventually segment the market based on loyalty and attitudes toward risk. A) situational factors B) purchasing approaches C) personal characteristics D) operating variables E) demographic variables

C) personal characteristics

90) Which of the following is considered to be the most versatile of all the contact methods? A) mail questionnaires B) telephone interviews C) personal interviews D) online interviews E) field trials

C) personal interviews

52) In the exact moment you run out of laundry detergent and realize you need to pick some up at the store, you are in the ________ stage of the buying decision process. A) information search B) evaluation of alternatives C) problem recognition D) purchase decision E) postpurchase behavior

C) problem recognition

97) Managers of ________ businesses concentrate on achieving high manufacturing efficiency, low costs, and mass distribution. A) selling-oriented B) product-oriented C) production-oriented D) marketing-oriented E) consumer-oriented

C) production-oriented

108) What are the four broad components of holistic marketing? A) relationship, internal, position, and performance marketing B) integrated, internal, position, and performance marketing C) relationship, integrated, internal, and performance marketing D) integrated, relationship, social responsibility, and position marketing E) relationship, social responsibility, internal, and performance marketing

C) relationship, integrated, internal, and performance marketing

125) In the ________ step of the market segmentation process, the marketer evaluates the segment using criteria such as market growth and market access. A) need-based segmentation B) segment identification C) segment attractiveness D) segment profitability E) segment "acid test"

C) segment attractiveness

20) Consumers who are highly sensitive to how others see them and who choose brands whose personalities fit the consumption situation are called ________. A) change agents B) self motivators C) self monitors D) self adapters E) opinion leaders

C) self monitors

102) Rick Johnson trains his company's sales force to target the consumer. He repeatedly asks his team to bear in mind the fact that it is the sales team's responsibility to rouse the consumer's interest and make the consumer feel that he or she needs the product. A true salesman is one who can convert an indifferent consumer walking into the store into a new customer. Johnson believes in the ________ concept. A) product B) production C) selling D) marketing E) social responsibility

C) selling

47) Linda was buying all her groceries from Home Needs supermarket for the past 5 years. She recently came across The Convenience Store, another supermarket just a few miles away from her place and started buying her groceries from them. Linda can be best described as a(n) ________. A) split loyal B) antiloyal C) shifting loyal D) hard-core loyal E) switcher

C) shifting loyal

3) The relatively homogeneous and enduring divisions in a society, which are hierarchically ordered and whose members share similar values, interests, and behavior constitute a ________. A) culture B) subculture C) social class D) family E) group

C) social class

114) Holistic marketing incorporates ________ marketing, an understanding of broader concerns in the ethical, environmental, legal, and social context of marketing activities. A) internal B) cultural C) social responsibility D) relationship E) integrated

C) social responsibility

50) If a buyer is loyal to two or three different brands of soap, this buyer's loyalty status can be described as being among the ________. A) switchers B) shifting loyals C) split loyals D) hard-core loyals E) antiloyals

C) split loyals

60) Marketers embed covert messages in ads or packaging of which the consumers are not consciously aware, yet it affects their behavior. This technique employed by the marketers targets the ________ of a consumer. A) selective attention B) selective distortion C) subliminal perception D) voluntary attention E) selective retention

C) subliminal perception

51) The ________ is the channel from raw materials to components to final products that are carried to final buyers. A) communication channel B) distribution channel C) supply chain D) service chain E) marketing chain

C) supply chain

5) Amity Inc. is a firm which collects and processes household data and sells it to other firms which produce consumer durables. Amity is an example of a ________ research firm. A) custom marketing B) specialty-line marketing C) syndicated-service D) generic marketing E) focused marketing

C) syndicated-service

25) When consumers use Tide TOTALCARE laundry detergent, which is used by consumers who want to obtain dry-cleaning type results at home, it is an example of ________, or switching spending from one category to another while preserving a desired experience. A) trading up B) trading down C) trading over D) being trapped in the middle E) treasure hunting

C) trading over

75) During his research about people's perceptions of Broadway musicals, Gerry asked people to create collages, on their own, out of magazine photos, which is a technique called ________. A) brand personification B) projective technique C) visualization D) laddering E) transformation

C) visualization

85) The drugstore chain CVS uses loyalty-card data to better understand what consumers purchase, the frequency of store visits, and other buying preferences, which is associated with which technology-enhanced company capability? A) Companies can reach consumers quickly and efficiently via social media and mobile marketing, sending targeted ads, coupons, and information. B) Companies can improve purchasing, recruiting, and internal and external communications. C) Companies can improve cost efficiency. D) Companies can collect fuller and richer information about markets, customers, prospects, and competitors. E) Companies can use the Internet as a powerful sales channel.

D) Companies can collect fuller and richer information about markets, customers, prospects, and competitors.

54) ________ research approach uses concepts and tools from anthropology and other social science disciplines to provide deep cultural understanding of how people live and work. A) Cognitive B) Inductive C) Archaeological D) Ethnographic E) Deductive

D) Ethnographic

40) A hardware store is interested in reaching people who are characterized by the VALS system as being practical, down-to-earth, and self-sufficient, who like to work with their hands, or the ________ category. A) Believers B) Strivers C) Survivors D) Experiencers E) Makers

D) Experiencers

31) Which of the following statements about Gen Xers is true? A) Gen Xers are more optimistic and team-oriented. B) Gen Xers are selective, confident, and impatient. C) Gen Xers are highly socially conscious and concerned about environmental issues. D) Gen Xers feel self-sufficiency and the ability to handle any circumstance are key. E) Technology is a barrier for Gen Xers.

D) Gen Xers feel self-sufficiency and the ability to handle any circumstance are key.

89) Each of the following is true about the Internet's impact on the way business is conducted today, EXCEPT one. Identify the exception. A) It has facilitated high-speed communication among employees. B) It has empowered consumers with easy access to information. C) It can be used as a powerful sales channel. D) It has facilitated mass marketing but not the sale of customized products. E) It enables marketers to use social media to advertise their products.

D) It has facilitated mass marketing but not the sale of customized products.

94) Which of the following is an advantage of online research? A) Samples are generally representative of the target population. B) Members of online panels and communities tend to have low turnover. C) Online research is relatively free of technological problems and inconsistencies. D) People tend to be honest and thoughtful online. E) Online research is slow but gathers detailed information.

D) People tend to be honest and thoughtful online.

32) Which of the following statements accurately describes what demographers are calling the "boom-boom effect"? A) Consumers are demanding more "bang for their buck." B) Baby boomers still rule the marketplace. C) Generation Y and their concern about environmental issues will dominate the market in the future. D) Products that appeal to 21-year-olds also appeal to baby boomers. E) Companies must gain success quickly.

D) Products that appeal to 21-year-olds also appeal to baby boomers.

109) ________ marketing aims to build mutually satisfying long-term collaboration with key constituents, such as customers, employees, suppliers, distributors, and other marketing partners, in order to earn and retain their business. A) Integrated B) Demand-based C) Direct D) Relationship E) Internal

D) Relationship

123) During which step of the segmentation process would the marketer group customers into segments based on similar needs and benefits sought by the customer in solving a particular consumption problem? A) Step 2 — segment identification B) Step 3 — segment attractiveness C) Step 6 — segment "acid test" D) Step 1 — needs-based segmentation E) Step 7 — marketing-mix strategy

D) Step 1 — needs-based segmentation

41) According to the VALS segmentation system, ________ are considered to be elderly, passive people who are concerned about change and are loyal to their favorite brands. A) Believers B) Strivers C) Makers D) Survivors E) Experiencers

D) Survivors

128) The characteristic of useful market segments that relates to whether the segments can be effectively reached and served is whether the segment is ________. A) measurable B) substantial C) differentiable D) accessible E) actionable

D) accessible

43) Which of the following is considered to be the last step in the marketing research process? A) presenting findings B) analyzing information C) controlling the environment D) arriving at a decision E) drafting the report

D) arriving at a decision

107) The expectancy-value model of attitude formation posits that consumers evaluate products and services by combining their ________. A) needs B) wants C) desires D) brand beliefs E) consuming attitudes

D) brand beliefs

3) Anne, a beautician by profession, owns a salon in the small town of Franklin, New Jersey. Every weekend, she makes it a point to visit the other salons in Franklin to find out about the beauty services they offer to customers. Anne is attempting to conduct market research by ________. A) studying customer behavior B) forming alliances with competing firms C) using experimental research techniques D) checking out rivals E) tapping into marketing partner expertise

D) checking out rivals

102) With respect to consumer decision making, the ________ set is the set of strong contenders from which one will be chosen as a supplier of a good or service. A) total B) awareness C) consideration D) choice E) decision

D) choice

49) The marketing manager needs to know the cost of the research project before approving it. During which stage of the marketing research process would such a consideration most likely take place? A) defining the problem B) analyzing the information C) drafting the report D) developing the research plan E) collecting information

D) developing the research plan

131) If married and unmarried women respond similarly to a sale on perfume, these hypothetical segments fail the ________ criterion for useful market segments. A) measurable B) substantial C) accessible D) differentiable E) actionable

D) differentiable

88) When eBay and Amazon.com cut out the majority of middlemen that normally would participate in the exchange process, it is an example of ________. A) deregulation B) reverse auctioning C) reintermediation D) disintermediation E) diversification

D) disintermediation

59) Orville Redenbacher popcorn yielded deep consumer insights from its ________ research, which suggested that the essence of popcorn was that it was a "facilitator of interaction." A) cognitive B) inductive C) archaeological D) ethnographic E) deductive

D) ethnographic

20) Those who favor localized marketing see national advertising as wasteful because it ________. A) gets too up close and personal with consumers B) drives up manufacturing and marketing costs by reducing economies of scale C) magnifies logistical problems D) fails to address local needs E) sends conflicting marketing messages

D) fails to address local needs

11) The family in a buyer's life consisting of parents and siblings is the ________. A) family of procreation B) family of influence C) family of efficiency D) family of orientation E) purchasing family

D) family of orientation

5) Hilton Hotels customizes rooms and lobbies according to location. Northeastern hotels are sleeker and more cosmopolitan. Southwestern hotels are more rustic. This is an example of ________ segmentation. A) demographic B) behavioral C) psychographic D) geographic E) cultural

D) geographic

51) Pete always buys Purina dog food for his dog because he believes that it is the best value for the nutritional content. Pete's loyalty status is best described as ________. A) split loyal B) shifting loyal C) consistent loyal D) hard-core loyal E) switcher

D) hard-core loyal

78) If a researcher asks a consumer why s/he wants to buy a Nokia cell phone, and learns, "They look well built" (attribute); then asks "Why is it important that the phone be well built?" and learns "It suggests Nokia is reliable" (a functional benefit); then asks "Why is reliability important?" and learns "Because my colleagues or family can be sure to reach me" (an emotional benefit), the researcher is using a technique called ________. A) brand personification B) projective technique C) visualization D) laddering E) Zaltman Metaphor Elicitation Technique

D) laddering

134) Which of the following is an external marketing metric that companies need to monitor? A) resource adequacy B) staffing or skill levels C) active innovation support D) market share E) relative employee satisfaction

D) market share

103) Marketers at Johnny Inc. believe in putting their customers ahead of everything else. Their products are carefully designed to meet customer requirements and the entire focus is on achieving customer satisfaction. Johnny Inc. follows the ________ concept in doing business. A) production B) product C) selling D) marketing E) social responsibility

D) marketing

14) Julia is worried about the rising pollution levels in her city. She doesn't mind paying extra for goods and services that use sustainable processes to help control pollution. This is an example of ________ for pollution. A) declining demand B) nonexistent demand C) latent demand D) negative demand E) unwholesome demand

D) negative demand

117) Incorporating the holistic view of marketing, the four Ps of the marketing mix can be updated to ________. A) product, positioning, people, and price B) people, processes, place, and promotion C) product, processes, price, and people D) people, processes, programs, and performance E) product, price, promotion, and people

D) people, processes, programs, and performance

9) If a marketing manager segments the market into culture-, sports-, or outdoor-oriented groups, he or she is segmenting the market on the basis of ________. A) loyalty status B) behavioral occasions C) user status D) psychographic lifestyle E) readiness stage

D) psychographic lifestyle

4) A person's ________ consist(s) of all the groups that have a direct (face-to-face) or indirect influence on his/her attitudes or behavior. A) subculture B) family C) social class D) reference groups E) social networks

D) reference groups

79) With respect to the sampling plan, three decisions must be made: 1) the sampling unit — who is to be surveyed; 2) sample size — how many people should be surveyed; and 3) ________. A) sample cost — how much does sampling cost B) surveyor skill — who should conduct the survey C) sample security — how should the sample data be protected D) sampling procedure — how should respondents be chosen E) sample supervisor — who leads the sampling effort

D) sampling procedure — how should respondents be chosen

42) A(n) ________ need is one that the consumer is reluctant or unwilling to explicitly verbalize. A) secondary B) unstated C) delight D) secret E) stated

D) secret

124) If an organization's marketing department wants to create "segment storyboards" to test the attractiveness of each segment's positioning strategy, it would most likely occur in the ________ step of the segmentation process. A) needs-based segmentation B) segment identification C) segment profitability D) segment "acid test" E) marketing-mix strategy

D) segment "acid test"

129) If your assignment was to create a value proposition and product-price positioning strategy for each segment, based on the segment's unique customer needs and characteristics, you would be in which of the following steps of the segmentation process? A) needs-based segmentation B) segment identification C) segment attractiveness D) segment positioning E) segment "acid-test"

D) segment positioning

66) A scale that connects two bipolar words is called a ________. A) dichotomous question B) multiple-choice question C) Likert scale D) semantic differential E) word association

D) semantic differential

8) Car rental firms, hair dressers, and management consultants provide ________. A) goods B) experiences C) events D) services E) information

D) services

113) Jeremy is concerned about his selection of a new hair spray because he is concerned it will not perform as well as his usual brand, which may result in embarrassing, flat hair in front of others. The type of risk Jeremy perceives is ________ risk. A) physical B) time C) financial D) social E) psychological

D) social

9) You are the marketing research director of a medium-sized manufacturing firm and you would like to engage an outside marketing research firm to conduct field interviews. Which of the following categories of marketing research firms should you use? A) syndicated-service research firms B) custom marketing research firms C) global research management firms D) specialty-line marketing research firms E) brand management specialty research firms

D) specialty-line marketing research firms

51) The starting point for understanding consumer behavior is the ________ model in which marketing and environmental stimuli enter the consumer's consciousness, and a set of psychological processes combine with certain consumer characteristics to result in decision processes and purchase decisions. A) self-reliance B) self-perception C) psychogenic D) stimulus-response E) projective

D) stimulus-response

48) The value of an offering is described as the ________. A) price consumers are charged for a product B) cost of manufacturing a product C) degree to which consumer demand for a product is positive D) sum of the tangible and intangible benefits and costs to customers E) intangible benefits gained from a product

D) sum of the tangible and intangible benefits and costs to customers

58) Which of the following is used to assess people's knowledge, beliefs, preferences, and satisfaction and to measure these magnitudes in the general population? A) observational research B) descriptive research C) quantitative research D) survey research E) experimental research

D) survey research

6) The Nielsen Company and IRI are examples of ________, or firms that gather consumer and trade information which they sell for a fee. A) customer marketing research firms B) internal marketing insights departments C) qualitative marketing intelligence agencies D) syndicated-service research firms E) specialty-line marketing research firms

D) syndicated-service research firms

53) The ________ environment includes the actors involved in producing, distributing, and promoting an offering. The main actors are the company, suppliers, distributors, dealers, and the target customers. A) economic B) management C) strategic D) task E) tactical

D) task

105) Identify the concept that emerged in the mid-1950s as a customer-centered, sense-and-respond philosophy. A) the product concept B) the production concept C) the selling concept D) the marketing concept E) the holistic marketing concept

D) the marketing concept

70) The three central trends in Marketing 3.0 are collaborative marketing, globalization, and ________. A) cultural relevance B) horizontal marketing C) consumer well-being D) the rise of a creative society E) sustained technological development

D) the rise of a creative society

71) In which of the following types of tests is a picture presented and respondents are asked to make up a story about what they think is happening or may happen in the picture? A) semantic differential test B) word association test C) story completion test D) thematic apperception test E) picture test

D) thematic apperception test

22) Jorge drinks two liters of soda each day. He is aware of the negative impacts of sugary drinks on his health and the potential for the empty bottles to add to pollution. His demand state is best characterized as ________ demand. A) overfull B) latent C) irregular D) unwholesome E) nonexistent

D) unwholesome

49) Mothers-to-be are potential users who will turn into heavy users of infant products and services. By targeting mothers-to-be as future heavy users, producers of these products and services are segmenting consumers on the basis of ________. A) attitude B) buyer-readiness stage C) loyalty status D) user status E) benefits

D) user status

62) Which of the following rules must be kept in mind while framing a questionnaire? A) Use broad and loosely defined words in the questions. B) Avoid using response bands. C) Ensure that fixed responses overlap. D) Frame hypothetical questions. E) Allow for the answer "other" in fixed-response questions

E) Allow for the answer "other" in fixed-response questions

20) Which of the following is true of business markets? A) Buyers are usually not skilled at comparing competitive product offerings. B) Buyers have limited purchasing power. C) Property rights, language, culture, and local laws are the most important concerns. D) Products sold in such markets are usually highly standardized. E) Business buyers purchase goods to make or resell a product to others at a profit.

E) Business buyers purchase goods to make or resell a product to others at a profit.

4) Identify the correct statement about marketing management. A) It is primarily concerned with the systematic gathering, recording, and analysis of data about issues related to marketing products and services. B) It focuses mostly on monitoring the profitability of a company's products and services. C) It focuses solely on attaining an organization's sales goals in an efficient manner. D) It is defined as the field that deals with planning and managing a business at the highest level of corporate hierarchy. E) It occurs when at least one party to a potential exchange thinks about the means of achieving desired responses from other parties.

E) It occurs when at least one party to a potential exchange thinks about the means of achieving desired responses from other parties.

23) ________ are products such as Kiehl's skin care and Kendall-Jackson wines that are priced between average middle-market and superpremium Old Luxury brands and are also based on emotions. A) Old Luxury brand extensions B) Accessible superpremium products C) Luxury items D) Hourglass products E) Masstige goods

E) Masstige goods

93) Which of the following is one of the key disadvantages of online market research? A) Online research is expensive. B) Online research is time consuming. C) People tend to be dishonest online. D) Online research lacks versatility. E) Samples can be small and skewed.

E) Samples can be small and skewed.

88) Which of the following statements about telephone interviewing is true? A) It usually takes a long time to gather information through telephone interviews. B) The interviewer is unable to clarify questions if respondents do not understand them. C) The response rate for telephone interviews has been typically lower than for mailed questionnaires. D) The US government generally encourages telemarketing by firms. E) Telephone interviewing in the US is getting more difficult because of consumers' growing antipathy toward telemarketers.

E) Telephone interviewing in the US is getting more difficult because of consumers' growing antipathy toward telemarketers.

66) The associative network memory model views long-term memory as ________. A) a subliminal perception B) the interplay of drives C) a strong internal stimulus impelling action D) a temporary and limited repository of information E) a set of nodes and links

E) a set of nodes and links

130) To meet the ________ criterion of useful market segments, it must be possible to formulate effective programs for attracting and serving the segments. A) measurable B) substantial C) accessible D) differentiable E) actionable

E) actionable

46) When American Airlines asked how many first-class passengers would purchase in-flight Internet service at $25, they were conducting ________ research. A) causal B) exploratory C) secondary D) ethnographic E) descriptive

E) descriptive

60) The most scientifically valid research is ________ research. A) observation B) focus group C) survey D) behavioral E) experimental

E) experimental

44) If the goal of marketing research is to shed light on the real nature of a problem and to suggest possible solutions or new ideas, the research is said to be ________. A) descriptive B) quantitative C) primary D) secondary E) exploratory

E) exploratory

69) Cognitive psychologists believe that memory is ________, so that once information becomes stored in memory, its strength of association decays very slowly. A) highly perceptual B) somewhat collective C) highly communicative D) often reflective E) extremely durable

E) extremely durable

56) As the marketing manager of Cominform Pvt. Ltd., a manufacturer of health drinks, you have selected 10 individuals who match the profile of your target customer, to participate in a discussion on changing lifestyle trends related to health. You have also hired a skilled moderator to facilitate the discussion and ensure that everyone participates and stays focused on the topic. The moderator provides questions and probes based on the "script" prepared by you. The discussions are also recorded for further analysis. Which of the following methods of acquiring primary data is being used in this case? A) observational research B) surveys C) behavioral data D) experiments E) focus groups

E) focus groups

53) A company can learn a great deal by analyzing the degrees of brand loyalty. For example, ________ can help identify the products' strengths. A) switchers B) split loyals C) antiloyals D) shifting loyals E) hard-core loyals

E) hard-core loyals

63) The ________ says people have a general tendency to attribute success to themselves and failure to external causes. A) availability heuristic B) trait-role theory C) awareness set D) generalization theory E) hedonic bias

E) hedonic bias

55) The goal of ethnographic research is to ________. A) capture cause-and-effect relationships by eliminating competing explanations of the observed findings B) understand consumers' behavior by observing a sample group discussing various topics of interest at length C) study demographic variables such as age, gender, income, education, and so on, in relation to consumer buying patterns D) analyze customers' purchasing behavior through catalog purchases and customer databases E) immerse the researcher into consumers' lives to uncover unarticulated desires that might not surface in any other form of research

E) immerse the researcher into consumers' lives to uncover unarticulated desires that might not surface in any other form of research

100) All of the following are considered to be among the seven characteristics of good marketing research EXCEPT ________. A) the scientific method B) research creativity C) multiple methods D) ethical marketing E) independence of models and data

E) independence of models and data

132) Which of the following refers to the set of measures that helps firms to quantify, compare, and interpret their marketing performance? A) marketing diagnostics B) marketing information systems C) marketing simulation D) marketing intelligence E) marketing metrics

E) marketing metrics

137) When the marketers of a mobile phone manufacturing company want to determine the impact of individual media such as television and online display ads on sales as well as that of trade activities like every day low price, off-shelf display and so on, they usually use ________. A) marketing metrics B) market segmentation strategies C) market capitalization techniques D) market basket analysis E) marketing-mix models

E) marketing-mix models

46) The sale of turkeys in the United States is highest in mid- to late November, as people buy turkeys to serve at Thanksgiving. Grocery stores that specifically advertise turkeys at this time of year are segmenting on the basis of ________. A) benefits B) user status C) buyer-readiness stage D) demographics E) occasion

E) occasion

28) Rock band Foo Fighters created a digital street team that sends targeted e-mail messages to members who receive exclusive news, previews, and opportunities to win prizes. The Foo Fighters are using ________ to reach Generation Y. A) student ambassadors B) unconventional sports C) cool events D) computer games E) online buzz

E) online buzz

8) Jason writes a weekly column in his school's newspaper about movies he has seen, books he has read, and concerts he has attended. His column provides information and opinions. Feedback from his fellow students is positive, and they are appreciative of the advice that is given. Which of the following would be the most apt description of the role played by Jason? A) silent majority B) protestor C) protector D) adapter E) opinion leader

E) opinion leader

15) The fact that Honda described its boxy Element as a "dorm room on wheels," but then attracted so many baby boomers that the average age of the Element turned out to be 42 is an illustration of the fact that baby boomers may be ________. A) male-oriented B) female-oriented C) Young Digerati D) Cosmopolitans E) psychologically young

E) psychologically young

135) Which of the following is an internal marketing metric that companies need to monitor? A) market share B) consumer satisfaction C) relative perceived quality D) total number of customers E) relative employee satisfaction

E) relative employee satisfaction

22) Ford Motors uses the ad caption "Magnify the Adventure" to promote its latest SUV, the Ford Endeavour. The ad features the car traveling through an uneven, rocky terrain. Within the context of Jennifer Aaker's brand personality analysis, Ford Endeavour is most likely to be strong on which of the following traits? A) sincerity B) intelligence C) imagination D) sophistication E) ruggedness

E) ruggedness

68) Which of the three transformative forces mentioned in the chapter is associated with the number of mobile phones in India recently exceeding 500 million and Boston Consulting Group believing brand marketers must enhance their "digital balance sheets"? A) demographics B) accountability C) social responsibility D) globalization E) technology

E) technology

75) Which of the following reflects the "people" component of the marketing mix? A) the creativity, discipline, and structure brought to marketing management B) the development of new products by the marketers C) the firm's consumer-directed activities D) the right set of processes to guide activities and programs within the firm E) the internal marketing of the firm

E) the internal marketing of the firm

55) Which of the following theories developed by Frederick Herzberg distinguishes dissatisfiers from satisfiers? A) trait-role theory B) psychological constraint theory C) probability theory D) leadership model E) two-factor theory

E) two-factor theory

141) Coca-Cola's original marketing strategy that offered a single drink Coca-Cola Classic in a single sized bottle with the advertising theme "Coke is it," is an example of ________ marketing. A) concentrated B) niche C) differentiated D) micro E) undifferentiated

E) undifferentiated

76) The primary purpose of ________ is to identify the range of possible brand associations in consumers' minds. A) experimental research B) dashboarding C) laddering D) semantic differentials E) word associations

E) word associations

67) ________ refers to the process in which information gets out of memory. A) Memory encoding B) Memory decoding C) Memory classification D) Memory retrieval E) Memorization

A) Memory encoding

6) ________ goods constitute the bulk of most countries' production and marketing efforts. A) Durable B) Impulse C) Physical D) Luxury E) Intangible

C) Physical

96) The buying process starts when the buyer recognizes a(n) ________. A) product B) advertisement for the product C) salesperson from a previous visit D) problem or need E) internal cue

D) problem or need

12) If a marketing researcher uses such names or categories as Blue Blood Estates, Winner's Circle, Hometown Retired, or Shotguns and Pickups, when doing segmentation research, the marketing researcher is using ________ clusters. A) PRIZM B) behavioral C) psychographic D) demographic E) VALS

A) PRIZM

11) In Walt Disney's Magic Kingdom, customers can visit a fairy kingdom, a pirate ship, or even a haunted house. Disney is marketing a(n) ________. A) experience B) service C) event D) organization E) good

A) experience

69) By 2025, annual consumption in emerging markets will total $30 trillion and contribute more than ________ percent of global GDP growth. A) 65 B) 70 C) 78 D) 81 E) 85

B) 70

16) According to PRIZM, the ________ cluster is characterized as being in their late forties and fifties, college-educated, upper-middle-class homeowners that married late, and are still raising children in comfortable suburban subdivisions and pursuing kid-centered lifestyles. A) Cosmopolitans B) Beltway Boomers C) Young Digerati D) Winner's Circle E) Old Milltowns

B) Beltway Boomers

107) ________ marketing is based on the development, design, and implementation of marketing programs, processes, and activities that recognize their breadth and interdependencies. A) Niche B) Holistic C) Relationship D) Supply chain E) Demand-centered

B) Holistic

26) The ________ segment of the US premium wine market skews male, has an average age of 35, and uses wine as a badge to say who they are, so they are willing to pay more to make sure they're getting the right bottle. A) Savvy Shoppers B) Image Seekers C) Satisfied Sippers D) Enthusiast E) Overwhelmed

B) Image Seekers

1) Which of the following statements about marketing is true? A) It is of little importance when products are standardized. B) It can help create jobs in the economy by increasing demand for goods and services. C) It helps to build a loyal customer base but has no impact on a firm's intangible assets. D) It is more important for bigger organizations than smaller ones. E) It is seldom used by nonprofit organizations.

B) It can help create jobs in the economy by increasing demand for goods and services.

47) ________ reflects a customer's judgment of a product's performance in relation to his or her expectations. A) Brand equity B) Satisfaction C) Value D) Perception E) Brand image

B) Satisfaction

51) ________ data are data that were collected for another purpose and already exist. A) Primary B) Secondary C) Primitive D) Cross-sectional E) Ordinate

B) Secondary

58) ________ can work to the advantage of marketers with strong brands when consumers make neutral or ambiguous brand information more positive. A) Selective attention B) Selective distortion C) Selective retention D) Selective choice E) Selective embellishment

B) Selective distortion

39) Mature and reflective people who seek durability, functionality, and value in products are most likely to be categorized as ________ in the VALS system. A) Innovators B) Thinkers C) Achievers D) Experiencers E) Strivers

B) Thinkers

81) Which of the seven main metaphors in the ZMET reflects changes in substance and circumstance? A) Balance B) Transformation C) Journey D) Container E) Control

B) Transformation

119) Sheth and Sisodia say ________ is ripest for improvement because most companies are either ineffectual or inefficient at developing it. A) acceptability B) affordability C) affability D) accessibility E) awareness

B) affordability

12) When Gary was a high school student, he enjoyed rock music and regularly purchased hip clothing sported by his favorite rock band. However, five years later, when Gary became an accountant, his preference shifted toward formal clothing. Which of the following personal characteristics is likely to have had the most influence on Gary's preferences during his high school days? A) education B) age C) income D) gender E) physiological needs

B) age

116) Ford believes its cars to be of higher quality than General Motor's but thinks that consumers wrongly believe the opposite. Ford might employ a(n) ________ strategy to change buyers' perceptions of its competition. A) real repositioning B) competitive depositioning C) psychological repositioning D) biased repositioning E) attribute repositioning

B) competitive depositioning

148) Which of the following is NOT an example of a descriptive characteristic used to define segments? A) consumer demographics B) consumer responses to benefits C) consumer geography D) consumer psychographics E) family life cycle

B) consumer responses to benefits

7) Regardless of the type of segmentation scheme used, the key is adjusting the marketing program to recognize ________. A) the level of disposable income earned by the target group B) customer differences C) the cost-benefit relationship of narrowing the target market D) customer complaints E) saturated markets

B) customer differences

40) When American Airlines decided to review new ideas aimed at first-class passengers on very long flights, like an ultra high-speed Wi-Fi service and 124 channels of high-definition satellite cable TV, their first step in the marketing research process was to ________. A) develop the research plan B) define the problem and research objectives C) collect the information D) analyze the information E) make the decision

B) define the problem and research objectives

41) The marketing research process begins by ________. A) developing a research plan B) defining the problem, the decision alternatives, and research objectives C) analyzing the internal environment D) reading marketing research journals E) contacting a professional research consultant

B) defining the problem, the decision alternatives, and research objectives

99) If a marketer is seeking to segment a business market, which of the following variables is generally felt to be the most important? A) personal characteristics B) demographic variables C) situational factors D) operating variables E) purchasing approaches

B) demographic variables

140) General Motors, a leading American multinational automaker, sells cars for every purpose, budget, and personality. This is an example of ________ marketing. A) undifferentiated B) differentiated C) concentrated D) niche E) micro

B) differentiated

5) A(n) ________ group is one whose values or behavior an individual rejects. A) aspirational B) dissociative C) membership D) primary E) procreational

B) dissociative

56) At the top of Maslow's hierarchy of needs (shown as a pyramid in the text) are ________ needs. A) esteem B) self-actualization C) social D) safety E) physiological

B) self-actualization

127) According to the ________ criterion for useful market segments, a segment should be the largest possible homogenous group worth going after with a tailored marketing program. A) measurable B) substantial C) accessible D) differentiable E) actionable

B) substantial

96) Which of the following holds that consumers prefer products that are widely available and inexpensive? A) the product concept B) the production concept C) the selling concept D) the performance concept E) the marketing concept

B) the production concept

45) Companies address needs by putting forth a ________, a set of benefits that they offer to customers to satisfy their needs. A) brand B) value proposition C) deal D) marketing plan E) demand

B) value proposition

85) ________ measure the interest or emotions aroused by exposure to a specific ad or picture. A) Tachistoscopes B) Polygraphs C) Galvanometers D) Audiometers E) GPS systems

C) Galvanometers

39) ________ are basic human requirements, while ________ are the ways in which those requirements are satisfied. A) Wants; needs B) Demands; wants C) Needs; wants D) Needs; demands E) Demands; needs

C) Needs; wants

139) In ________ marketing, the firm operates in several market segments and designs different products for each segment. A) individual B) undifferentiated C) differentiated D) concentrated E) niche

C) differentiated

8) A field-service firm is a ________ research firm. A) custom marketing B) syndicated-service C) specialty-line marketing D) consumer marketing E) social marketing

C) specialty-line marketing

98) Why do firms employ more than one persona to gather information about target consumers? A) Within a group, consumers usually exhibit similar tastes and preferences. B) The distribution of income and wealth are more or less equal across different customer segments. C) Although customers have unique needs, essentially their basic needs and requirements are the same. D) Any target market may have a range of consumers who vary along a number of key dimensions. E) The firms want to provide consumers with a greater number of product choices.

D) Any target market may have a range of consumers who vary along a number of key dimensions.

87) ________ attached to television sets in participating homes now record when the set is on and to which channel it is tuned. A) Tachistoscopes B) Polygraphs C) GPS systems D) Audiometers E) Galvanometers

D) Audiometers

144) ________ activities include those the company undertakes to make the product accessible and available to target customers. A) Line extension B) Segmentation C) Marketing research D) Channel E) New-product development

D) Channel

1) ________ is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants. A) Target marketing B) Mind mapping C) Consumer activism D) Consumer behavior E) Product differentiation

D) Consumer behavior

1) Which of the following statements about market segmentation is true? A) It involves changing the identity of a product, relative to the identity of competing products, in the collective minds of the target market. B) It is a process of evaluating each segment's attractiveness and selecting one or more to enter. C) It is a process of creating an image or identity of the product in the minds of the target market. D) It is a process of identifying and profiling distinct groups of buyers who differ in their needs and wants. E) It is the quality of how marketers go to market with the goal of optimizing their spending to achieve good results.

D) It is a process of identifying and profiling distinct groups of buyers who differ in their needs and wants.

69) An item in a questionnaire states that "most politicians cannot be trusted." Respondents are required to provide their answers by choosing any one of the following options: 1) Strongly disagree, 2) Disagree, 3) Neither agree nor disagree, 4) Agree, 5) Strongly agree. This is an example of a ________. A) semantic differential B) word association question C) Thematic Appreciation Test (TAT) D) Likert scale E) dichotomous question

D) Likert scale

149) ________ accounting refers to the manner in which consumers code, categorize, and evaluate financial outcomes of choices. A) Cost B) Financial C) Behavioral D) Mental E) Factual

D) Mental

149) Josh separated people who wanted a high quality lawn mower from people who wanted a low priced lawn mower, then saw if different characteristics were associated with each consumer-response segment. Josh was defining segments using ________ considerations. A) descriptive B) demographic C) psychographic D) behavioral E) geographic

D) behavioral

14) Identify an economic circumstance that can greatly affect any product or brand choice. A) retirement B) values C) lifestyle D) borrowing power E) relocation

D) borrowing power

101) A consumer who uses Google to find comparative reports on new automobiles, is most likely using which of the following information sources for assistance? A) personal B) public C) experiential D) commercial E) under-the-radar

D) commercial

52) The actual and potential rival offerings and substitutes that a buyer might consider are referred to as the ________. A) supply chain B) global market C) value proposition D) competition E) marketing environment

D) competition

9) Soccer's World Cup is promoted aggressively to both companies and fans. This is an example of marketing a(n) ________. A) idea B) place C) luxury item D) event E) service

D) event

9) Social classes differ in media preferences, with upper-class consumers often preferring ________ and lower-class consumers often preferring television. A) movies B) radio C) video or computer games D) magazines and books E) music downloads

D) magazines and books

4) A ________ consists of a group of customers who share a similar set of needs and wants. A) vertical marketing system B) market basket C) market share D) market segment E) market level

D) market segment

18) In the case of ________ demand, consumers dislike the product and may even pay a price to avoid it. A) nonexistent B) overfull C) irregular D) negative E) declining

D) negative

10) The "Malaysia, Truly Asia" ad campaign that showcased Malaysia's beautiful landscape and its multicultural society in order to attract tourists is an example of ________ marketing. A) event B) property C) service D) place E) idea

D) place

90) Which of the following is NOT a consumer touch point? A) store layouts B) package designs C) product functions D) shipping and logistics E) All of these are touch points.

E) All of these are touch points.

106) ________ are a person's enduring favorable or unfavorable evaluations, emotional feelings, and action tendencies toward some object or idea. A) Discriminations B) Values C) Beliefs D) Feelings E) Attitudes

E) Attitudes

80) Which of the seven main metaphors in the ZMET reflects a sense of mastery, vulnerability, and well-being? A) Balance B) Transformation C) Journey D) Container E) Control

E) Control

143) ________ combines operationally driven mass customization with customized marketing in a way that empowers consumers to design the product service offering of their choice. A) Consumptionism B) Viral marketing C) Virtual marketing D) Regionalization E) Customerization

E) Customerization

119) ________ risk occurs if the product fails to perform up to expectations. A) Physical B) Financial C) Social D) Psychological E) Functional

E) Functional

92) Which of the following is an advantage of personal interviews? A) It is a relatively inexpensive method of gathering information. B) The possibility of interviewer bias is minimized. C) Participants can choose to respond at their own convenience. D) It facilitates anonymous responses. E) Interviewers can record additional observation about the respondent such as body language.

E) Interviewers can record additional observation about the respondent such as body language.

55) Which of the following is NOT true regarding impressions? A) They are useful for tracking the scope of a communication. B) They are useful for tracking the breadth of a communication's reach. C) They can be compared across all communication types. D) They represent a less active response than engagement. E) They provide insight into the results of viewing the communication.

E) They provide insight into the results of viewing the communication.

97) Which of the following is considered to be a more advanced form of information search wherein the person might phone friends or go online to search for information about a product or service? A) heightened attention B) short-term memory processing C) subliminal processing of information D) long-term memory processing E) active information search

E) active information search

96) After collecting the relevant information, the next step in the marketing research process is to ________. A) develop the research plan B) define the problem and research objectives C) present the project report D) make the final decision E) analyze the acquired data

E) analyze the acquired data

23) P&G sells cosmetics, laundry detergent, and products like Pringles to the ________ market by establishing strong brand images, developing superior products, ensuring their availability, and backing them with engaging communications and reliable performance. A) business B) governmental C) global D) nonprofit E) consumer

E) consumer

35) The horizontal dimension in the VALS framework is ________. A) resources B) innovation C) maturity D) impulsiveness E) consumer motivation

E) consumer motivation

25) Marketers who target consumers on the basis of their ________ believe that they can influence purchase behavior by appealing to people's inner selves. A) time famine B) sophistication C) money constrain D) social class E) core values

E) core values

13) Marriage, childbirth, and divorce constitute the ________ that shape the consumption pattern of individuals. A) psychological life cycle B) product life cycle C) social status D) post-puberty cycles E) critical life events

E) critical life events

95) The ________ phase of marketing research is generally the most expensive and the most prone to error. A) contact B) research planning C) questionnaire design D) interview design E) data collection

E) data collection

6) When Nike attempts to get close to its customers at the local level by sponsoring local school teams and providing shoes, equipment, and clothing to many of them, Nike is using which of the following marketing formats? A) differentiated marketing B) affiliate marketing C) guerrilla marketing D) affinity marketing E) grassroots marketing

E) grassroots marketing

84) According to the concept of ________, a series of increasingly more specific "why" questions can reveal consumer motivation and consumers' deeper, more abstract goals. A) word association B) projection C) visualizing D) brand personification E) laddering

E) laddering

112) If Ty chooses a smart phone simply because he perceives it to be rated highest on megapixels, which he believes is the most important attribute in a smart phone, he is using a(n) ________ to help make his purchase decision. A) compensatory model B) conjunctive heuristic C) elimination-by-aspects heuristic D) affect referral rule E) lexicographic heuristic

E) lexicographic heuristic

104) A marketer is interested in segmenting a business market based on technology and customer capabilities. Which of the following major segmentation variables would the marketer most likely use to assist with the task? A) demographic variables B) purchasing approaches C) situational factors D) personal characteristics E) operating variables

E) operating variables

12) Janet is very upset that she can't get tickets to the Rolling Stones concert because they are sold out. Which of the following demand states applies to Janet's situation? A) nonexistent demand B) latent demand C) full demand D) unwholesome demand E) overfull demand

E) overfull demand

98) Of key interest to marketers are the major informational sources to which the consumer will turn and the relative importance of each. Which of the following can be considered an experiential information source? A) consumer-rating organizations B) mass media C) acquaintances D) Web sites E) personal handling and examination

E) personal handling and examination

49) When Volvo runs ads suggesting that its cars are the safest that money can buy, it is trying to ________. A) segment the market B) provide a service C) enter a new market D) develop brand loyalty E) position its product

E) position its product

116) McCarthy classified marketing activities into the four Ps of the marketing mix. These four Ps stand for ________. A) product, positioning, place, and price B) product, production, price, and place C) promotion, place, positioning, and price D) place, promotion, production, and positioning E) product, price, promotion, and place

E) product, price, promotion, and place

126) In the ________ step of the market segmentation process, the marketer determines which demographics, lifestyles, and usage behaviors make each needs-based segment distinct and identifiable. A) segment "acid test" B) segment attractiveness C) segment profitability D) need-based segmentation E) segment identification

E) segment identification

7) As economies advance, a growing proportion of the economy's activities focuses on the production of ________. A) products B) events C) experiences D) luxury goods E) services

E) services