CHS Marketing: Exam 1

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1) A product assortment is: 1) _______ A) the set of all product lines and individual products that a firm sells. B) something offered by manufacturers but not by retailers. C) a particular product within a product line. D) a set of products that are closely related. E) None of these alternatives is correct.

11) "Production orientation" refers to the attitudes of ______. 11) ______ A) anyone who doesn't practice the marketing concept B) sales managers C) financial managers D) production managers E) accountants

113) Compared with other approaches to business, the marketing concept is distinct in that it ______. 113) _____ A) focuses on satisfying customers' needs B) creates a broad assortment of products C) produces new products and services D) focuses on profits E) produces quality products

115) In nonprofit organizations, the marketing concept ______. 115) _____ A) has different measures of success B) is usually easy to adopt because of how nonprofits organize for marketing C) operates with a production orientation D) can be implemented by ignoring customer needs E) is not relevant

119) Regarding the five stages in marketing evolution, ______. 119) _____ A) the sales era continued until at least 1950 for most firms B) few firms have graduated to the marketing company era C) the production era was the first era to evolve D) in the marketing department era, firms began to do long-run planning

122) Of the following headlines from the Wall Street Journal, which is most likely to be about a MACRO-marketing topic? 122) _____ A) "Thailand Has Unusually Large Number of Wholesalers" B) "Coke Plans Beverage Line to Compete with Lipton's" C) "Dow Chemical Adds Shipping Safeguards" D) "Tupperware Has a New Strategy" E) "Military Supplier Shifts to Selling Gas Masks to Private Citizens"

124) The text considers five "eras" of marketing evolution. These five eras in their logical order are ______. 124) _____ A) Simple trade, production, sales, marketing department, marketing company B) Simple trade, production, sales, entrepreneurial, marketing company C) Simple trade, production, sales, marketing company, marketing department D) Subsistence, production, sales, entrepreneurial, marketing company E) Simple trade, production, sales, marketing department, international trading

125) In the American Marketing Association's Statement of Ethics, which ethical value stresses a firm's attempts to balance the needs of its buyers with the interests of sellers? 125) _____ A) Fairness B) Citizenship C) Responsibility D) Honesty E) Openness

14) Empty nesters ______. 14) ______ A) are people whose children are grown B) disrupt the family life-cycle pattern C) are usually in the 30 to 44 age group D) spend a larger percent of their income on child care E) are not an attractive market for any items

15) In a pure subsistence economy, ______. 15) ______ A) each family unit is self-sufficient B) the standard of living is relatively high C) there is a great need for intermediaries D) exchanges are very important

18) "Positioning" is a marketing management aid that refers to: 18) ______ A) how customers think about proposed and/or present brands in a market. B) a product's ability to provide both immediate satisfaction and social responsibility. C) how a firm approaches customer relationship management. D) a firm's ability to distribute products through intermediaries who are in the right position to reach target customers. E) all of these alternatives are true.

19) Customer value ______. 19) ______ A) affects a customer's relationship with a firm before and after a sale B) is greater if costs exceed benefits C) is the same thing as low price D) becomes less important as competition increases E) None of these responses is correct.

19) ______ are concerned with making the best use of a consumer's time and money—as the consumer judges it. 19) ______ A) Economic needs B) Psychological needs C) Behavioral influences D) Perceptual needs E) Social influences

2) The stage of the new-product development process in which marketers evaluate the firm's strengths, weaknesses, and objectives is ______. 2) _______ A) screening B) commercialization C) development D) idea generation E) idea evaluation

20) ________ refers to putting marketing plans into operation. 20) ______ A) Implementation B) Control C) Delivery D) Operational planning E) Strategy planning

21) By law, a firm may call a new product "new" for only a stipulated period of time. Such regulations are established by the ______. 21) ______ A) Federal Trade Commission (FTC) B) US Department of Justice (DOJ) C) Consumer Product Safety Commission (CPSC) D) Food and Drug Administration (FDA) E) Environmental Protection Agency (EPA)

21) The appeal that has the most relevance to an economic buyer is ______. 21) ______ A) "Who doesn't want 50% more cash?" (Capital One Rewards Card) B) "Relentlessly protecting your identity" (LifeLock) C) "Expect great things" (Kohl's) D) "Live for now" (Pepsi) E) "I'm lovin' it" (McDonald's)

23) From a micro view, which of the following is the best example of marketing? 23) ______ A) The American Red Cross seeks more blood donors. B) North Korea unveils a new five-year production plan. C) The Internet makes it possible for firms to reach customers in other countries. D) China and the U.S. agree on a new trade agreement. E) None of these is a good example.

23) The North American Free Trade Agreement (NAFTA): 23) ______ A) Has reshaped the rules of trade among the United States, Canada, and Mexico. B) Provides a plan to reshape the rules of trade among Germany, the United States, and Colombia. C) Makes it more difficult to resolve trade disputes among the countries participating in NAFTA. D) Eliminates the need for companies to adjust strategies.

24) Looking at marketing as a social process focuses on ______. 24) ______ A) macro-marketing B) for-profit marketing C) personalized marketing D) nonprofit marketing E) micro-marketing

24) _____ is a type of innovative product that requires customers adopting the innovation to significantly change their behavior. 24) ______ A) Discontinuous innovation B) Behavior-change innovation C) Dynamically continuous innovation D) Fad innovation E) Continuous innovation

25) Gross domestic product (GDP) is the: 25) ______ A) total market value of goods and services provided in an economy in a year by both residents and nonresidents of that country. B) total market value of goods (but not services) produced in an economy in a year. C) total market value of goods (but not services) consumed in an economy in a year. D) total cost of producing all goods and services sold in a year. E) total market value of goods and services consumed in a year.

25) Which of the following is the BEST example of a "generic market?" 25) ______ A) The senior citizen recreation market B) The designer shoes market C) The Hispanic-American market D) The transportation market E) The frozen yogurt market

25) ________ help(s) innovators develop hard-to-copy marketing strategies that will be very profitable for a long time. 25) ______ A) Breakthrough opportunities B) Competitive decisions C) Competitive marketing D) Opportunity segments E) Operational decisions

27) ________ means that a firm has a marketing mix that the target market sees as better than a competitor's mix. 27) ______ A) Competitive advantage B) Comparative opportunity C) Market development D) Strategic policy E) Customer equity

28) ________ means that the marketing mix is distinct from what is available from a competitor. 28) ______ A) Differentiation B) Diversification C) Visible D) Operational E) Competitive

29) When consumers screen out or modify ideas, messages, and information that conflict with previously learned attitudes and beliefs, this is called ______. 29) ______ A) selective perception B) selective exposure C) cognitive perception D) selective retention E) conscious perception

30) Teenagers ______. 30) ______ A) have become a target for many firms B) have no influence on the buying behavior of their parents C) are not an attractive market because they do not spend much money D) have essentially the same buying habits as they had before reaching their teen years E) None of these alternatives is correct.

30) When a customer who buys two Apple iPhones, an Apple iMac computer, and Apple TV over a period of several years, Apple's marketing managers should be thinking about: 30) ______ A) customer lifetime value. B) differentiation. C) diversification. D) customer feedback loops. E) mass marketing.

31) The languages people speak, the type of education they have, and their religious beliefs are examples of the ________ environment. 31) ______ A) cultural and social B) economic C) technological D) political E) legal

32) An attitude is ______. 32) ______ A) a person's point of view about something B) the same as a belief C) easy to change D) the same as an intention to buy E) All of these alternatives are correct.

34) The three basic tasks of ALL managers, according to the text, are: 34) ______ A) planning, implementation, and control. B) hiring, training, and compensating. C) execution, feedback, and control. D) planning, staffing, and evaluating. E) marketing, production, and finance.

34) Underlying any economic environment is technology which affects: 34) ______ A) how the economy's resources are converted to output. B) how fast consumer attitudes change. C) how quickly technological developments lead to new consumer protection laws. D) how competitors react to each other. E) how aggressive competitors are in planning new marketing strategies.

37) Regarding the demand for business products, 37) ______ A) Demand for business products is derived from the demand for final consumer products. B) Industry demand is generally highly elastic. C) The demand facing most individual firms is fairly inelastic. D) All of these alternatives are correct.

39) According to projections, the population of ________ is likely to grow by 9 percent between 2013 and 2025. 39) ______ A) United States B) Russia C) Singapore D) China E) Japan

4) A ________ is an organized table that compares the strengths and weaknesses of a company with those of its competitive rivals. 4) _______ A) competitor matrix B) insight table C) positioning graph D) competitor analysis E) competitive advantage

4) The legal obligation of sellers to pay damages to individuals who are injured by defective or unsafely designed products is called ______. 4) _______ A) product liability B) design enforcement C) product responsibility D) rule of reason E) breach of warranty

4) The whole set of beliefs, attitudes, and ways of doing things of a reasonably homogeneous set of people is called a(n) ______. 4) _______ A) culture B) personal environment C) opinion set D) learned set E) motivation

4) Which of the following is LEAST likely to compete in the same generic market with the others? 4) _______ A) Napkin. B) Soft drink. C) Ice cream. D) Cookie. E) Popcorn.

41) Which of the following is NOT one of the selective processes? 41) ______ A) Selective distribution B) Selective retention C) Selective perception D) Selective exposure E) All of these are selective processes.

45) An economic buyer is a person who ______. 45) ______ A) logically compares choices to get the greatest satisfaction from expenditures of time and money B) makes buying decisions based on behavioral needs rather than economic needs C) always buys the product that has the lowest price D) is not willing to pay extra for convenience E) All of these are characteristics of an economic buyer.

46) Identify the correct sequence of the levels involved in building brand familiarity. 46) ______ A) Brand rejection, brand nonrecognition, brand recognition, brand preference, brand insistence. B) Brand rejection, brand nonrecognition, brand recognition, brand activation, brand equity. C) Brand activation, brand rejection, brand recognition, brand preference, brand insistence. D) Brand evaluation, brand preference, brand recognition, brand rejection, brand activation. E) Brand insistence, brand equity, brand evaluation, brand insistence, brand rejection.

47) Between 2010 and 2020, the highest growth rate in population in the United States occurred in: 47) ______ A) the western states. B) the northwestern states. C) the midwestern states. D) the northeastern states.

49) A marketing strategy specifies: 49) ______ A) a target market and a related marketing mix. B) a target market and the company's objectives. C) all the company's resources. D) a marketing mix. E) a target market.

5) ______ refers to a commitment to constantly make things better one step at a time. 5) _______ A) Continuous improvement B) Production focus C) Just-In-Time D) Ladder approach E) Sales orientation

52) Marketing can be viewed as ______. 52) ______ A) a set of activities performed by individual organizations B) just selling and advertising C) beginning with the production process D) relevant to for-profit organizations only

55) The ultimate in personalization occurs when ______. 55) ______ A) targeting a segment of one B) creating opportunities in niche markets C) offering extended warranties D) identifying generic markets E) merging multiple submarkets

57) The advantages of working with an intermediary usually increase when there is ______. 57) ______ A) a greater number of customers B) a smaller number of competing products C) excellent communication with customers D) little distance between customers

6) During the development step of new product development, a firm could develop a ______, an early sample or model built to test a concept. 6) _______ A) prototype B) creation C) ideatype D) concept test E) embryo concept

6) Rising costs and inflation are part of the uncontrollable ________ environment. 6) _______ A) economic B) social C) competitive D) technological E) legal

6) Which of the following lists include only psychological variables that affect consumer buying? 6) _______ A) Motivation, learning, perception, and attitudes B) Attitudes, personality, learning, and culture C) Perception, personality, learning, and culture D) Culture, learning, perception, and attitudes E) Culture, personality, perception, and attitudes

61) According to the text, segmenting should be viewed as a(n) ______________ process. 61) ______ A) "clustering" or aggregating B) combining C) mechanical, nonjudgmental D) assorting E) "breaking apart" or disaggregating

61) The primary purpose of branding is to ______. 61) ______ A) to identify a product B) to prevent competitors from stealing product ideas C) to increase quality D) to enhance package design E) to boost customer satisfaction

61) Which of the following illustrates the marketing concept in action? 61) ______ A) A local police department organizes a "community crime watch" program in a neighborhood that has had many burglaries. B) Several lawyers set up a group practice—so that the costs of the office and equipment can be shared. C) A young lawyer gives free legal advice to poor people. D) None of these illustrate the marketing concept in action.

63) The value of a brand to its current owner or to a firm that wants to buy it is called ______. 63) ______ A) brand equity B) brand positioning C) brand identity D) brand reference E) brand preference

64) According to the text, "product": 64) ______ A) means the need-satisfying offering of a firm. B) means a physical good. C) refers to goods but not services. D) includes all the elements of a marketing mix. E) All of these choices are good answers.

66) ______________segmenting dimensions are those which actually affect a person's purchase of a specific product type or brand in a product-market. 66) ______ A) Determining B) Customer-related C) Qualifying D) Operational E) Situation-related

68) Electro Technologies, Inc. (ETI) has limited capital and wants to reduce the risk of competitors taking customers if it invests in a new product-market. Its broad product-market consists of three reasonably distinct submarkets. To identify a target market, ETI should probably focus on using the __________ approach. 68) ______ A) single target market B) combined target market C) multiple target market D) mass marketing E) none of these is a good choice for Electro Technologies.

69) The various economic systems around the world are ______. 69) ______ A) heavily influenced by a society's political institutions B) known collectively as the command economy C) always shaped by the free decisions of producers and consumers D) based on the ideal of a pure subsistence economy E) equally effective at providing for the needs of citizens

69) Which of the following segmenting dimensions probably would be LEAST LIKELY to result in segments that would meet the criteria that product-market segments should be "operational"? 69) ______ A) Personality B) Geographic region C) Family size D) Age E) Income level

7) Most product-markets head toward ________ over the long run. 7) _______ A) pure competition B) collectivism C) monopolistic competition D) capitalistic competition E) monopoly

70) Marketing will not happen unless ______. 70) ______ A) two or more parties each have something they want to exchange for something else B) an economy is market-directed rather than command C) e-commerce is flourishing D) collaborators are present to simplify exchange E) intermediaries are present to facilitate exchange

70) The first step in market segmentation should be ______. 70) ______ A) defining some broad product-markets where you may be able to operate profitably B) evaluating what segment(s) you currently serve C) deciding what new product you could develop D) finding a demographic group likely to use your products E) listing features of your current products.

72) Consumer product classes are based on ______, while business product classes are based on ______. 72) ______ A) how consumers shop for the product, how the product is to be used B) how the product is sold, how the product is produced C) the price of the product, the quality of the product D) how the product is produced, how the product is sold E) how the product is to be used, the price for the product

73) ______________ segmenting dimensions help decide whether a person might be a potential customer-but not which specific products or brands that person might buy. 73) ______ A) Qualifying B) Operational C) Situation-related D) Determining E) Customer-related

75) Tom and Sally Jones are preparing to purchase a new car. He currently has a Toyota Camry and she has a Honda Accord. They now have two children under age 5, so they plan to trade in Sally's car to purchase a minivan. Sally and Tom decided on a Honda Odyssey because Sally is familiar with Hondas and thinks they are very reliable. In this purchase situation, Tom and Sally's family life cycle stage is a _____________ segmenting dimension, and the benefit Sally seeks (reliability) is a _____________ segmenting dimension. 75) ______ A) demographic; behavioral B) geographic; behavioral C) geographic; demographic D) demographic; geographic E) behavioral; demographic

76) A "product" is best described as ______. 76) ______ A) a need-satisfying offering of a firm B) an intangible service C) the attractiveness of a package D) a purely physical entity E) an image in the mind of the consumer

76) From the perspective of macro-marketing, e-commerce specialists CarFax (which provides vehicle history reports) and Cars.com (a website offering auto comparison shopping) have emerged within the auto industry because ______. 76) ______ A) the information they give helps connect producers to consumers B) the role of the automotive sales person is becoming obsolete C) consumers live far distances from most automotive plants D) the market needs competitive rivals to auto dealerships E) auto manufacturers need to sell direct to consumers

8) Which of the following is an element of the direct market environment? 8) _______ A) Competitors B) Demographic trends C) Economic environment D) Cultural environment E) Technological environment

81) Which of the following is the BEST example of the micro-macro dilemma? 81) ______ A) Paper cups for soft drinks are convenient, but they often end up as litter along the highway. B) A small group of loyal consumers really like RC Cola best, but most consumers don't like it at all. C) The deposit on returnable soft drink bottles is about equal to the cost of the bottle. D) Snapple beverages are more popular in Texas than in the rest of the U.S. E) Pepsi Blue sales went up, but total sales of all soft drinks went down.

86) The universal functions of marketing ______. 86) ______ A) must be performed in both market-directed and command economies B) can sometimes be eliminated—in very efficient macro-marketing systems C) must all be performed by every firm from a MICRO view D) are usually performed in the same way and by the same types of institutions in all MACRO-marketing systems

88) Which of the following activities is NOT part of marketing? 88) ______ A) building a facility to make furniture B) advertising the grand opening of a new furniture store C) selling furniture to customers in a furniture showroom D) researching which furniture designs are popular with consumers E) determining how many pieces of furniture can be sold at different price points

89) ______ involve(s) sorting products according to size and quality. 89) ______ A) Standardization and grading B) Marketing C) Financing D) Transporting and storing E) Buying

94) When marketing people do long-range planning and the whole company is guided by the "marketing concept," the company has entered the ______ era. 94) ______ A) marketing company B) marketing department C) production D) consumerism E) customer satisfaction

1) ______ refers to a firm's obligation to improve its positive effects on society and reduce its negative effects. 1) _______ A) Legal obligations B) Social responsibility C) Marketing ethics D) The micro-macro dilemma E) The nonprofit orientation

101) The difference between the benefits a customer sees from a market offering and the costs of obtaining those benefits is called customer ______. 101) _____ A) bias B) value C) price D) cost E) loyalty

103) The universal functions of marketing ______. 103) _____ A) are not all needed in command economies B) can be performed by producers, consumers, and a variety of marketing specialists C) are performed in the same way in all economic systems D) are not all needed in market-directed economies

104) _____ NOT the government's job in a market-directed economy. 104) _____ A) Protecting property and enforcing contracts are B) Determining what and how much is to be produced is C) Regulating radio and television broadcasting is D) Controlling interest rates and the supply of money are E) Setting import and export rules is

105) Which of the following is a consequence of consumers easily finding product satisfaction information through consumer reviews on the Internet? 105) _____ A) It lets firms evaluate macro-marketing strategies in terms of society's objectives. B) It lets firms play by the socially accepted "rules of the game." C) It allows firms to monopolize markets. D) It allows government agencies to control interest rates and the supply of money. E) It allows firms to make exaggerated claims about its products.

106) Until recently, good PC software for producing digital videos was not available, but was much in demand by businesses. The first companies to produce a specific type of program had good sales even though they did little promotion and their programs were not "user-friendly." It seems that many of these "innovators" operated as if they were in the ______ era. 106) _____ A) sales B) production C) simple trade D) marketing department E) marketing company

107) In order to build relationships with customer value, firms must do all of the following except ______. 107) _____ A) ensure that everyone in a firm works together to provide customer value before and after each purchase B) brief their advertising people to develop ads that try to convince a customer to buy once C) try to adopt the marketing concept D) attract customers in the first place—and keep them satisfied after they buy E) try to eliminate costs that do not give value to customers

111) Which of the following is a basic idea of the marketing concept? 111) _____ A) A firm should "give customers what it produces best." B) Survival and success require a profit. C) A production orientation must guide the whole system. D) An organization should build "fences" around its own departments. E) A firm is obliged to have a positive effect on society.

116) Which of the following is NOT true about a firm practicing the marketing concept? 116) _____ A) Everyone in the organization focuses on satisfying customers. B) Satisfying customers leads to customers defecting to the competition. C) Offering superior customer value attracts customers. D) Firms build profitable customer relationships. E) All of these are true.

118) Which of the following statements about economic systems is true? 118) _____ A) Branding is less common in a market-directed economy than in a command economy. B) Consumers usually have more freedom of choice in a market-directed economy. C) The United States is a good example of a command economy. D) Command economies are most effective for countries with large and complicated varieties of goods and services. E) None of these statements is true.

120) In the American Marketing Association's Statement of Ethics, which ethical value stresses a firm's attempts to recognize the basic human dignity of its customers? 120) _____ A) Citizenship B) Respect C) Honesty D) Responsibility E) Openness

14) Analyzing customer comments and other companies to find new product concepts is carried out during which step of the new-product development process? 14) ______ A) Screening B) Idea generation C) Commercialization D) Idea evaluation E) Development

14) ________ assume(s) that everyone is the same-and consider(s) everyone to be a potential customer. 14) ______ A) Objective marketing B) Mass marketing C) Target marketers D) Mass marketers E) Target marketing

15) Product life cycles ______. 15) ______ A) are identical in length across all geographic regions B) vary in length but are generally getting shorter C) are very long for movies D) average 90 days E) last 5 years for each product idea

15) With regards to the Hispanic population, which of the following is FALSE? 15) ______ A) Hispanics are the largest ethnic group in the U.S. B) In 2013, over 25% of the U.S. population was Hispanic. C) In 2013, the Hispanic population of the U.S. was about 54.1 million. D) In 2010, about 23% of all children under 18 are Hispanic. E) Hispanics are the fastest growing ethnic group in the U.S.

16) Of the following, which are the most receptive to new products and new brands? 16) ______ A) All are equally receptive to new products and new brands. B) Young people C) Senior citizens D) Middle-aged people E) Empty-nesters

17) New products that are minor variations on existing products, and which require no change to consumer behavior, are called _____. 17) ______ A) discontinuous innovation B) continuous innovations C) second movers D) fads E) new products

17) Which of the following statements about marketing is FALSE? 17) ______ A) Marketing affects the products you buy. B) Marketing can help with individual transactions but not in building relationships with customers. C) Marketing affects the advertising you see and hear. D) Marketing applies to nonprofit organizations too. E) Marketing offers many good job opportunities.

17) Which of the following types of products is LEAST sensitive to environmental changes, according to the "continuum of environmental sensitivity"? 17) ______ A) Consumer products linked to cultural variables. B) Industrial products. C) "Me-too" products. D) Fad products. E) Commodity-type consumer products.

17) ________ is the expected earnings stream of a firm's current and prospective customers over some period of time. 17) ______ A) Profit B) Customer equity C) Operating profit D) Earnings E) Net value

18) The _____ environment sets the basic rules for how a business can operate in society. 18) ______ A) social B) legal C) cultural D) technical E) economic

2) An organization practicing ______ aims all its efforts at satisfying its customers—at a profit. 2) _______ A) a production orientation B) the marketing concept C) the sales concept D) in the marketing department era E) profit maximization economics

2) The environment that affects the number and types of competitors a marketing manager must face and how they might behave is called the ________ environment. 2) _______ A) economic B) competitive C) social D) political E) cultural

20) Competition for a product or product category begins to increase rapidly during the ______ stage of the product life cycle. 20) ______ A) market maturity B) market growth C) market introduction D) market extinction E) sales decline

21) In a firm that has a total company effort in implementing the marketing concept, ______. 21) ______ A) the firm is more production-oriented than marketing-oriented B) departments—even very specialized ones—are guided by what customers want C) not all departments impact customer satisfaction D) the firm lacks a central focus E) there are "fences" around individual departments

22) A change in the ________ environment can affect consumer purchases of homes, cars, and other items usually bought on credit. 22) ______ A) legal B) economic C) technological D) social or cultural E) political

22) Marketing strategies ________. 22) ______ A) provide a limited picture of what a firm will do in some market B) are not whole-company plans C) ensure sales and profit for the company D) ensure that every opportunity is good for every company E) do not specify target markets and related marketing mixes

22) The introduction of a new flavor of Dr. Pepper is an example of a ______. 22) ______ A) trivial innovation B) dynamic innovation C) discontinuous innovation D) practical innovation E) continuous innovation

23) Merging two or more submarkets into one larger target market as a basis for one strategy is known as the ____ target market approach. 23) ______ A) multiple B) combined C) blended D) particular E) compound

24) Short-run decisions to help implement strategies are best known as ________. 24) ______ A) actionable items B) operational decisions C) strategic decisions D) dependencies E) marketing plans

25) Which of the following statements regarding the "sales era" is true? 25) ______ A) A business problem was to decide where to put the company's effort. B) More production capability was available than ever before. C) It followed the marketing department era. D) The emphasis was on producing.

26) The ________ area of the marketing mix includes decisions related to telling the target market or others in the channel of distribution about the "right" product. 26) ______ A) communication B) promotion C) price D) Product E) place

27) The competitive environment that most marketing managers experience in developed economies is: 27) ______ A) monopoly. B) monopolistic competition. C) regulated competition. D) oligopoly. E) pure competition.

28) Consumers remembering only what they want to remember is called ______. 28) ______ A) conscious response B) selective retention C) cognitive learning D) selective exposure E) selective perception

29) A detailed customer database, containing past purchases and other segmenting information, is used to focus marketing efforts on individual customers in a: ______. 29) ______ A) Clustering management system. B) Customer relationship management system. C) Diversification management system. D) Product differentiation matrix. E) Product positioning matrix.

29) When using screening criteria to evaluate opportunities: 29) ______ A) The firm's weaknesses should be ignored. B) Marketers must try to match opportunities to the firm's resources and objectives. C) Quantitative but not qualitative criteria should be considered. D) Opportunities that are not expected to be profitable after one year of implementation should always be dropped. E) All of these are correct.

3) Which of the following is NOT true about a market-directed economy? 3) _______ A) Producers enjoy maximum freedom of choice. B) Government is responsible for setting up all marketing activities. C) Consumers enjoy maximum freedom of choice. D) The price of a consumer product serves as a measure of its value. E) The interaction between consumers and producers is great.

3) Which of the following refers to a fairly homogeneous (similar) group of customers to whom a company wishes to appeal? 3) _______ A) Typical market B) Target market C) Trial market D) Related market E) Mix market

30) Administrators at a university noted that they were 200 students short of their enrollment projection as the start of the school year approached. The president of the university, fearing a revenue shortage, told the director of admissions, "You need to use whatever means necessary to get enough students to meet the projection before classes start. Run ads in the newspaper, call high school guidance counselors, recruit from our pool of rejected applicants-whatever it takes." The university president is operating as though he was in the ______ era. 30) ______ A) marketing company B) sales C) simple trade D) marketing department E) production

31) ________ means trying to increase sales by selling present products in new markets. 31) ______ A) Product development B) Market development C) Market penetration D) Differentiation E) Diversification

32) The managerial process of developing and maintaining a match between the resources of an organization and its market opportunities is called ________. 32) ______ A) marketing programming B) strategic (management) planning C) market planning D) management by objective E) marketing strategy planning

33) One way marketers can screen for opportunities that are good for society is to screen based on the criteria of: 33) ______ A) business strengths. B) sustainability. C) profitability. D) growth. E) return on investment.

34) Which of the following statements about economic decision-making is TRUE? 34) ______ A) Government planning usually works best when economies become more complex and the variety of goods and services produced is fairly large. B) In a market-directed economy, the micro-level decisions of individual producers and consumers determine the macro-level decisions. C) Command economies usually rely on market forces to determine prices. D) The United States may be considered a pure market-directed economy.

35) A marketing mix consists of: 35) ______ A) all variables, controllable and uncontrollable. B) product, price, promotion, and place. C) policies, procedures, plans, and personnel. D) the customer and the "four Ps."

35) Regarding segmenting, as opposed to combining: 35) ______ A) Segmenting limits a firm to smaller sales potential and lower profits. B) Segmenters try to satisfy consumers "very well" instead of "pretty well." C) Segmenting is usually a riskier approach than combining. D) A segmenter with limited resources may have to use the multiple target market approach instead of the single target market approach. E) All of these alternatives are true.

35) _____ means a product's ability to satisfy a customer's needs or requirements. 35) ______ A) Brand B) Quality C) Assortment D) Service E) Trademark

36) Physiological needs are concerned with ______. 36) ______ A) protection and physical well-being B) biological needs C) responsibility and independence D) love, friendship, status, and esteem E) an individual's need for personal satisfaction

36) Which of the following is the likely impact of the "unification of Europe"? 36) ______ A) Consumer prices rose and job opportunities became limited. B) Many of the taxes and rules that have limited trade among member countries of the European Union were eliminated. C) The need to adjust strategies to reach submarkets of European consumers disappeared. D) The unification complicated inter-European commerce and trade directly. E) Firms operating in Europe had harder access to large markets.

37) A firm that discriminates in price on goods of "like grade and quality" may be in violation of the ________. 37) ______ A) Antimerger Act B) Robinson-Patman Act C) Wheeler-Lea Amendment D) Magnuson-Moss Act E) Sherman Act

37) A(n) ______ refers to the people to whom an individual looks when forming attitudes about a particular topic. 37) ______ A) ethnic group B) reference group C) social class D) family E) focus group

38) Gross domestic product (GDP) is the: 38) ______ A) manufacturers' selling price of goods (but not services) produced in a year. B) total market value of goods and services provided in an economy in a year by both residents and nonresidents of that country. C) total market value of goods and services consumed in a year. D) total market value of goods (but not services) produced in an economy in a year. E) None of these definitions of GDP is correct.

38) The fact that the demand for business products depends a lot on the demand for final consumer products is called: 38) ______ A) diminishing demand. B) derived demand. C) primary demand. D) elastic demand. E) secured demand.

38) The owner of a company that produces electronic circuit boards sees many competitors with extra capacity and says, "the only hope is that our sales manager, who makes all of our marketing decisions, will find a way to sell more boards." It seems that this company is run as if it were in the ______ era. 38) ______ A) excess capacity B) sales C) marketing department D) production E) marketing company

40) Damage control is important for marketers because ______. 40) ______ A) consumers are more likely to share stories about being satisfied than dissatisfied B) many consumers share opinions about their good and bad experiences with a product or service C) car wrecks can be caused by shopping while driving D) the Internet limits the rights of people to share their opinions about a product or service with a large audience E) recommendations from friends and family have no effect on consumers' purchase choices

40) Macro-marketing ______. 40) ______ A) matches homogeneous supply and demand B) emphasizes how the whole marketing system works C) considers how marketing affects society, but not how society affects marketing D) is mainly concerned with the activities of individual organizations

42) ______ means potential customers won't buy a brand-unless its current image is changed. 42) ______ A) Brand recognition B) Brand rejection C) Brand preference D) Brand nonrecognition E) Brand insistence

43) A producer with a marketing orientation is MOST likely to ______. 43) ______ A) distribute the product in as many retail outlets as possible B) distribute the product according to customer needs C) use e-commerce as a key element in distribution D) distribute directly from the producer to the consumer E) provide overnight express shipping at an extra cost

44) Installations: 44) ______ A) are always custom-made. B) are important long-lived capital items. C) are purchased often. D) are very large expense items for buyers as soon as they buy. E) seldom involve multiple-buying influence.

45) A firm may use all of the following methods for beating the competition except: 45) ______ A) apply for patents. B) seek a monopoly. C) develop a sustainable competitive advantage. D) utilize advanced technology. E) conduct a competitor analysis.

46) In a ______ the individual decisions of the many producers and consumers make the macro-level decisions for the whole economy. 46) ______ A) command economy B) market-directed economy C) controlled economy D) production-oriented economy E) mixed economy

47) Which of the following statements best describes the modern view of marketing? 47) ______ A) Production, not marketing, should determine what goods and services are to be developed. B) Marketing begins with anticipating potential customer needs. C) Marketing is concerned with generating a single exchange between a firm and a customer. D) Marketing should take over production, accounting, and financial services within a firm. E) The job of marketing is to get rid of whatever the company is producing.

48) "Product" is NOT concerned with: 48) ______ A) packaging. B) wholesale price. C) quality level. D) warranty. E) branding.

48) In the short run, a marketing manager usually cannot control: 48) ______ A) the economic environment. B) Any of these environments are uncontrollable in the short run. C) the cultural environment. D) the competitive environment. E) the legal environment.

5) Discretionary income is a family's ______. 5) _______ A) income AFTER taxes B) income AFTER paying taxes and paying for necessities C) income spent on durable goods D) total purchasing power

50) The greatest growth in the world's population over the next several years will come from: 50) ______ A) Eastern Europe. B) Africa. C) Australia. D) Russia and nations of the former Soviet bloc. E) Western Europe.

51) A ______ is a market with very similar needs and sellers offering various close substitute ways of satisfying those needs. 51) ______ A) generic market B) product-market C) standard market D) global market E) target market

51) Which of the following statements about the universal functions of marketing is False? 51) ______ A) Who performs the functions may differ among nations and economic systems. B) These functions do not have to be performed in all macro-marketing systems. C) How the functions are performed may differ among nations and economic systems. D) These functions help to overcome discrepancies of quantity and assortment. E) None of these statements is false.

52) If a consumer product is used regularly and usually bought frequently and routinely with little thought (although branding may be important), this product is ______. 52) ______ A) a casual product B) a staple product C) a routine product D) a specialty product E) a homogeneous shopping product

54) ______________ means target customers will generally choose a particular brand over other brands-perhaps out of habit or past experience. 54) ______ A) Brand insistence B) Brand preference C) Brand recognition D) Brand nonrecognition E) Brand rejection

57) Which of the following offers a firm the greatest potential for profit? 57) ______ A) The single target market approach B) Any of these-depending on the situation C) Mass marketing D) The combined target market approach E) The multiple target market approach

58) Saying that a good market segment should be "heterogeneous between" means that the consumers in ______. 58) ______ A) a market segment should be as different as possible with respect to their likely responses to marketing mix variables and their segmenting dimensions B) different segments should be as different as possible with respect to their likely responses to marketing mix variables and their segmenting dimensions C) different segments should be as similar as possible with respect to their likely responses to marketing mix variables and their segmenting dimensions D) a market segment should be as similar as possible with respect to their likely responses to marketing mix variables and their segmenting dimensions E) the segmenting dimensions should be useful for identifying different customers and deciding on marketing mix variables

59) Which of the following statements is true regarding marketing ethics and social responsibility? 59) ______ A) Being socially responsible tends to decrease a firm's costs, but negatively affects its profits. B) When products are complicated, consumers may be vulnerable to unscrupulous sellers. C) Consumers only want to purchase products that are safe or good for them in the long-run. D) Firms should aim to advance their own short-term interests at the expense of customers.

6) A firm's "marketing mix" decision areas would NOT include: 6) _______ A) Product. B) People. C) Price. D) Promotion. E) Place.

6) Which of the following is NOT part of a product-market definition? 6) _______ A) a description of the type of product B) information about which specific retailers will sell the product C) information about consumer needs D) information about the final customer (or user) of the product E) All of these should be included in a product-market definition

60) Which of the following statements best describes the modern view of marketing? 60) ______ A) It consists mainly of advertising and personal selling. B) It anticipates customer needs. C) It is emphasized more for firms that don't rely on e-commerce. D) It is only necessary for profit-oriented firms. E) It begins as soon as products are produced.

64) Complete acceptance of the "marketing concept" would require ______. 64) ______ A) trying to satisfy the needs of each and every customer B) making sure that all departments focus their efforts on satisfying customer needs C) placing less emphasis on profit as the objective of the firm D) having all production, finance, accounting, and personnel managers report directly to the marketing manager

64) ______________ is a marketing management aid that refers to how customers think about proposed and/or present brands in a market. 64) ______ A) Market scanning B) Positioning C) Customer relationship management (CRM) D) Brand familiarity E) Market segmentation

66) Products that are meant for use in producing other products are ______ products. 66) ______ A) unsought B) business C) convenience D) shopping E) specialty

67) According to the text, product quality means that: 67) ______ A) there are no errors in the production process. B) a product satisfies a customer's requirements or needs. C) products are designed to meet demanding specifications. D) the product won't ever break. E) None of these choices is correct.

67) The fact that producers usually prefer to produce products in large quantities, while most consumers prefer to buy in small quantities, results in ______. 67) ______ A) temporal separation B) discrepancies of quantity C) discrepancies of assortment D) spatial separation E) separation of ownership

7) Which of the following is MOST LIKELY to be found in a production-oriented firm? 7) _______ A) A focus on profit rather than sales B) Making products that are easy to produce C) Producing goods that exactly meet the customer's needs D) Agreements among departments about how to improve customer satisfaction E) None of these is likely to be found in a production-oriented firm

71) A ______ explains what the seller promises about its product. 71) ______ A) service mark B) warranty C) trademark D) copyright E) brand

72) Saying that a "good" product-market segment should be substantial means that ______. 72) ______ A) the company does not have to worry about substantial competition for a long time B) it should be large enough to be profitable C) people should have substantially different reactions to marketing mix variables D) people in different market segments should be as different as possible E) the product and its offerings are substantial in nature

8) Getting reactions from customers about how well a new-product idea fits their needs is ______. 8) _______ A) target marketing B) concept testing C) product liability D) screening E) brand positioning

8) ________ is direct spoken communication between sellers and potential customers. 8) _______ A) Advertising B) Personal selling C) Publicity D) Mass selling E) Sales promotion

90) Trying to balance the interests of people who want to consume alcoholic drinks and the dangers of drunk driving is an example of ______. 90) ______ A) subsistence marketing B) the macro-micro dilemma C) political action D) the exchange process in marketing E) the role of a central market

95) The economic freedom provided within a market-directed economy produces the greatest number of ______. 95) ______ A) military-oriented purchases B) entrepreneurs and innovators C) government planners D) government regulations E) trade restrictions

1) Which of the following blends all of the firm's marketing plans into one big plan? 1) _______ A) Marketing mix. B) Marketing overview C) Marketing program D) Marketing statement E) Marketing flow

1) Which of the following is the BEST example of a "generic market?" 1) _______ A) the e-commerce market. B) the minivan market. C) the "singles" entertaining market. D) the beer market. E) the meat market.

100) Asa Meyer was just named FireFly Products sales manager, with responsibilities for all marketing planning. FireFly's president told him that his job is to "outsell the competition." Thus FireFly is operating in the ______ era. 100) _____ A) production B) marketing department C) sales D) marketing company E) market-oriented

102) In a firm operating as a total "system" to implement the marketing concept ______. 102) _____ A) there are no departments B) product planning is under the control of the production or engineering departments C) the whole company is customer-oriented D) the marketing manager directs and controls all company activities E) None of these is true.

108) In a command economy, ______. 108) _____ A) the individual decisions of the many producers and consumers come together to make the macro-level decisions B) consumers make a society's production decisions C) producers generally have little choice about what goods and services to produce D) the market adjusts itself E) consumers decide what is to be produced and by whom through their dollar "votes"

11) A generic market definition includes all of the following terms EXCEPT: 11) ______ A) customer needs. B) customer type. C) product type. D) geographic area

11) What are the basic forces that motivate a person to do something? 11) ______ A) Actions B) Drives C) Needs D) Desires E) Aspirations

110) When an individual producer sets a price for its product to earn a certain profit while consumers search for the product at the lowest price available from any producer, we say there is a ______. 110) _____ A) discrepancy of assortment B) separation in time C) separation in values D) discrepancy of quantity E) spatial separation

112) Which of the following is NOT likely to be found in a company with a marketing orientation? 112) _____ A) The company focuses on locating new opportunities. B) The company sees customer credit as a service. C) The company sells whatever it can make. D) The company uses marketing research to see if it is satisfying its customers. E) The company designs its packaging as a selling tool.

114) Which of the following is LEAST likely to be classified as a marketing collaborator? 114) _____ A) Wachovia Bank B) Market Survey Research, Inc. C) Quality Coatings and Paint Company D) Mayflower Transport Company E) Internet Advertising, Inc.

12) Alberto Romez earned $100,000 last year as a Mercedes sales rep. He paid $10,000 in taxes, and another $25,000 on food, housing, and other necessities. Alberto's discretionary income was $______. 12) ______ A) 55,000 B) 35,000 C) 65,000 D) 75,000 E) 45,000

12) Which of the following is the WORST example of a "generic market"? 12) ______ A) The home improvement market. B) The recreation market. C) The designer jeans market. D) The information storage market. E) The entertainment market.

129) In advanced economies ______. 129) _____ A) both supply and demand tend to be homogeneous B) most firms specialize in producing and selling small amounts of a huge assortment of goods and services C) producers and consumers are often separated in several ways D) exchange is aided by discrepancies of quantity and assortment

13) A useful tool for organizing the competitor analysis is ________. 13) ______ A) rivals chart B) the oligopoly chart C) a competitor matrix D) the table of competitive rivals E) a competitor grid

13) An intermediary ______. 13) ______ A) usually increases the number of transactions required B) tends to make the exchange process more difficult and costly C) is someone who specializes in trade rather than production D) is a wholesaler-not a retailer E) None of these answers is correct.

13) Quality Ceramic, Inc. (QCI) defined five submarkets within its broad product-market. To obtain some economies of scale, QCI decided NOT to offer each of the submarkets a different marketing mix. Instead, it selected two submarkets whose needs are fairly similar, and is counting on promotion and minor product differences to make its one basic marketing mix appeal to both submarkets. QCI is using the 13) ______ A) single target market approach. B) mass marketing approach. C) combined target market approach. D) multiple target market approach. E) None of these is a good choice for Quality Ceramic.

13) The stage of the product life cycle characterized by informative promotion but little customer awareness of a product is ______. 13) ______ A) market maturity B) sales decline C) market introduction D) market extinction E) market growth

13) The web and social media ______. 13) ______ A) have little impact on consumer decision making B) are unlikely to affect consumer awareness of wants and needs C) expose consumers to many goods and services D) are drastically replacing opinion leaders E) lead to poor buying decisions

133) Considering the universal functions of marketing, ______. 133) _____ A) they may not be required in all macro-marketing systems B) responsibility for performing them cannot be shifted or shared C) not every firm must perform all of the marketing functions D) all goods and services require all the functions at every level of their production

14) Which of the following is true of the economic environment? 14) ______ A) It has no relationship to the technological environment. B) It refers to micro-economic factors that do not affect business spending. C) It can change very rapidly. D) It is not affected by the way all of the parts of the macro-marketing system interact. E) It never requires marketing managers to make immediate changes in strategy.

16) The last step in the new-product development process is ______. 16) ______ A) screening B) development C) commercialization D) idea evaluation E) idea generation

17) A(n) _____ is an outcome or event that a person anticipates or looks forward to. 17) ______ A) desire B) response C) expectation D) attitude E) need

18) ______ means giving employees the authority to correct a problem without first checking with management. 18) ______ A) Benchmarking B) Responsibility adjustment C) Empowerment D) Induction E) Training

2) A firm's "marketing mix" decision areas would NOT include: 2) _______ A) Place. B) Product. C) Profit. D) Price. E) Promotion.

22) Compared to a product-market, a generic market: 22) ______ A) Can never help marketers identify opportunities. B) Is more narrowly defined. C) Has sellers offering a more diverse set of products. D) None of these is a good answer.

22) Macro-marketing ______. 22) ______ A) concerns the activities of individual managers B) helps consumers that need a narrow assortment of products C) is a social process D) applies only to nonprofit organizations E) is what people have in mind when they talk about marketing in everyday use

23) The ______ area of the marketing mix is concerned with decisions about getting the "right" product to the target market when and where it's wanted. 23) ______ A) People B) price C) place D) Promotion E) Product

23) The product life cycle is divided into four major stages. They are ______. 23) ______ A) concept introduction, market decline, market maturity, and sales decline B) market introduction, profit growth, market maturity, and profit decline C) market introduction, market growth, market maturity, and sales decline D) ideation, market growth, market maturity, and investment decline E) market penetration, market growth, market maturity, and sales decline

24) Of the following, which are the most receptive to new products and new brands? 24) ______ A) Older people with no children B) Families with small children C) Younger people with no children D) Families with teenagers E) Families whose children are grown

24) The Consumer Product Safety Commission is responsible for: 24) ______ A) preventing the distribution and sale of adulterated or misbranded foods, drugs, and cosmetics. B) developing and enforcing environmental protection standards. C) developing and enforcing safety standards for bicycles. D) None of these is correct.

25) In the context of the legal obligation of sellers to pay damages to individuals, product liability settlements ______. 25) ______ A) may exceed a company's insurance coverage but not its total assets B) never exceed three-fourths of a company's insurance coverage C) may exceed not only a company's insurance coverage but its total assets D) never exceed a company's insurance coverage or its total assets E) are always too small to make a difference to the company's total assets

26) Managers who think of customers existing to buy the firm's output rather than of firms existing to serve customers and—more broadly—the needs of society, have a ______ orientation. 26) ______ A) dynamic B) marketing C) production D) customer E) selling

26) Which of the following statements about world population trends is true? 26) ______ A) The concentration of people in major cities often complicates Place and Promotion decisions. B) In general, countries that have higher stages of development experience faster rates of growth than less-developed countries. C) People are moving from rural areas into urban areas. D) The trend toward urbanization has made companies less interested in international markets. E) The extent to which a country's population is clustered around urban areas does not vary much from country to country.

27) Consumer products which consumers do not yet want or know they can buy-and probably would not buy without special promotion even if they saw them-are called ______. 27) ______ A) heterogeneous shopping products B) homogeneous shopping products C) unsought products D) emergency products E) new brands of well-accepted staples

27) Which era of marketing is characterized by families who sold their surpluses to local distributors? 27) ______ A) The marketing company era B) The marketing department era C) The simple trade era D) The production era E) The sales era

28) A first step in evaluating marketing opportunities is to: 28) ______ A) estimate market and sales potentials. B) hire a "futurist" as a marketing consultant. C) consider the objectives and resources of the firm. D) decide which markets the firm wishes to enter. E) find out if potential competitors are larger.

29) In a market-directed economy, ______. 29) ______ A) government planners make all the important economic decisions B) marketing managers make all the important economic decisions C) the individual decisions of the many producers and consumers make the macro-level decisions for the whole economy D) all the important economic decisions are made by voters in political elections E) consumers make all the important economic decisions

3) When assessing a firm's quality from the customer's perspective, marketing managers must take account of all instances where customers have contact with the firm and its products. These instances are called ______. 3) _______ A) connectors B) sales kiosks C) touchpoints D) intersects E) pain points

31) The triple bottom line is a measure of a firm's success based on multiple criteria commonly referred to as ______. 31) ______ A) product, price, and promotion B) partnership, planning, and positioning C) people, planet, and profit D) brands, buyers, and bucks E) segmentation, targeting, and positioning

31) Which of the following statements is not characteristic of a good? 31) ______ A) Goods can be produced and then stored to sell at some future time. B) Goods are typically mass-produced. C) Goods are typically manufactured at the location where the customer makes the purchase. D) Goods are tangible items that can be touched. E) Goods can be owned by the customer.

32) Which of the following is a quantitative screening criterion for evaluating opportunities? 32) ______ A) Resources the firm should build on B) Kinds of business the firm wants to exclude C) Return on investment (ROI) target for the firm D) Weaknesses the firm should avoid E) Kinds of business the firm wants to be in

33) Which of the following statements about positioning is FALSE? Positioning techniques: 33) ______ A) require a firm to collect data about consumer perceptions of products. B) typically rely on a "product space" diagram to show the relationship among various products. C) position products on a graph based on price level and quantity demanded. D) are sometimes called "perceptual mapping" techniques. E) may use information about consumers' "ideal" products, so that the preferences of different segments of consumers can be considered.

34) Products which have no brand other than the identification of their contents are called 34) ______ A) local brands. B) regional brands. C) generic products. D) licensed products. E) dealer brands.

34) Which of the following is a DEMOGRAPHIC segmenting dimension? 34) ______ A) Benefits sought B) Type of problem solving C) Family life cycle D) Rate of use E) Brand familiarity

36) Marketing means ______. 36) ______ A) distribution. B) making good products C) more than selling and advertising D) performing services E) promotion

36) When segmenting broad product-markets, cost considerations tend to ______. 36) ______ A) to be unimportant as long as the segmenting dimensions are operational. B) dissuade segmenters from exploring other variables in the market C) to lead to more aggregating. D) to encourage managers to disregard the criterion that a product-market segment should be substantial. E) to lead to a large number of small, but very homogeneous, product-market segments.

37) What are the controllable variables the company puts together to satisfy this target group referred as? 37) ______ A) Marketing strategy B) Mass marketing C) Marketing mix D) Target marketing E) Direct marketing

37) Which is the first step in market segmentation? 37) ______ A) Evaluating market segments to determine if they are large enough. B) Finding one or two demographic characteristics to divide up the whole mass market. C) Naming a broad product-market of interest to the firm. D) Clustering people with similar needs into a market segment. E) None of these alternatives is the first step in market segmentation.

38) "Marketing strategy planning" means ________. 38) ______ A) finding attractive opportunities and selecting a target market B) selecting a target market and developing a marketing strategy C) finding attractive opportunities and developing profitable marketing strategies D) selecting an attractive marketing mix E) selecting an attractive target market

39) An economic buyer is a person who ______. 39) ______ A) always buys products at the lowest price possible B) will not pay extra for convenience C) compares choices to get the best deal D) is averse to spending time and money E) makes buying decisions based only on price

4) When a firm considers a triple bottom line as a measure of long-term success, this means that it measures outcomes in which of the following three different areas ______. 4) _______ A) company effort, customer satisfaction, and relative market share B) customer satisfaction, environmental impact, and production efficiency C) economic success, social impact, and environmental impact D) firm profitability, customer satisfaction, and behavioral change E) economic success, social impact, and political change

40) Which of the following is NOT one of the four variables in a marketing mix? 40) ______ A) Promotion B) Product C) Payment D) Place E) Price

41) The universal functions of marketing include buying, selling, transporting, storing, standardization and grading, financing, risk taking, and ______. 41) ______ A) merchandising information B) weighing C) marketing information D) facilitating

42) A (n) ________ is a marketing mix that customers see as better than a competitor's mix and cannot be quickly or easily copied. 42) ______ A) competitor analysis plan B) objective-centered approach C) sustainable competitive advantage D) competitor matrix E) resource combination

42) What sets the tone and direction for the whole company? 42) ______ A) manager's qualification B) expansion plan C) marketing plan D) sales and promotion E) management process

42) Which of the following is NOT a psychological variable? 42) ______ A) Learning B) Motivation C) Social class D) Attitudes E) Perception

43) ______________ is the process of naming broad product-markets and then segmenting these broad product-markets in order to select target markets and develop suitable marketing mixes. 43) ______ A) Mass marketing B) Strategic planning C) Market segmentation D) Diversification E) Market positioning

44) A target market and a related marketing mix make up a ________. 44) ______ A) Marketing program B) Marketing plan C) Marketing strategy D) Marketing proposal E) Marketing analysis

44) Manufacturer, service provider, government agency, wholesaler, etc. are designations used to segment business and organizational markets according to ______________. 44) ______ A) product use B) buying situation C) type of customer D) demographics E) kind of relationship

44) When a consumer puts much effort into deciding how to satisfy a need, he engages in ______. 44) ______ A) limited problem solving B) intensive problem solving C) extensive problem solving D) routinized response behavior E) critical problem solving

45) A variant of the clustering approach relies on ____, where the seller adjusts the marketing effort with information from a database with customer information. 45) ______ A) data warehouse management B) social audit C) customer relationship management D) cluster sampling E) corporate governance

47) A market-oriented strategy planner applies the ______________ target market approach. 47) ______ A) multiple B) combined C) Any of these could be true. D) single

47) The largest and fastest growing ethnic minority group in the United States is composed of ______. 47) ______ A) Asian Americans B) African Americans C) Hispanics D) Polish Americans E) Native Americans

48) The process of marketing strategy planning is about ______. 48) ______ A) figuring out how to offer products at the lowest possible price B) choosing the most profitable market opportunity, regardless of the firm's current abilities and resources C) narrowing down possible market opportunities to the most attractive ones D) identifying as many market opportunities as can be imagined E) creating products that managers like

49) A market in which sellers offer various, often diverse, ways of satisfying needs is called a ______ market. 49) ______ A) relevant B) general C) generic D) product E) diverse

50) A marketing strategy specifies: 50) ______ A) a marketing mix. B) the resources needed to implement a marketing mix. C) a target market and a related marketing mix. D) a target market.

51) It's best to think of "breakthrough opportunities" as opportunities which ________. 51) ______ A) will take profit to the highest level B) appeal to the mass market C) help innovators develop hard-to-copy marketing mixes D) increase sales E) will quickly create a whole new industry of firms competing with similar marketing mixes

53) The difference between target marketing and mass marketing is that target marketing ________. 53) ______ A) means focusing on a small market B) aims at increased sales, while mass marketing focuses on increased profits C) focuses on specific customers, while mass marketing aims at an entire market D) does not rely on e-commerce but mass marketing does E) focuses on short-run objectives, while mass marketing focuses on long-run objectives

53) Your social class level does NOT depend directly on your ______. 53) ______ A) occupation B) location of housing C) income level D) type of housing E) education

54) Benefits of focusing on a specific target market (with the aid of marketing segmentation) include all the following except: 54) ______ A) Managers will gain a clear, shared vision for how to proceed with marketing mix decisions. B) Marketers can finetune their marketing mixes, thus providing superior value to customers. C) Managers can identify the best technology for improving production methods. D) Marketers can build a competitive advantage by effectively meeting customers' needs. E) Customers will view the firm's offerings as uniquely suited to their preferences and needs.

55) ______ needs are concerned with things that involve a person's interaction with others. 55) ______ A) Biological B) Physiological C) Social D) Safety E) Personal

56) Short-lived goods and services which are charged off as they are used-rather than depreciated over several years-are called ______. 56) ______ A) capital items B) derived items C) expense items D) nontaxable items E) durables

56) Which of the following is NOT a major step in the learning process? 56) ______ A) Cues B) Response C) Dissonance D) Reinforcement E) Drive

57) "Product" means: 57) ______ A) a physical good with all its related services. B) a well-packaged item with a well-advertised brand name. C) the need-satisfying offering of a firm. D) all the services needed with a physical good. E) all of a firm's producing and distribution activities.

58) Supplies can be divided into which of the following three types? 58) ______ A) Accessory equipment, raw materials, and component parts B) Homogenous, heterogeneous, and specialty C) Maintenance, Repair, and Operating D) Staples, impulse, and emergency

58) Which of the following is the best example of the marketing concept in action? 58) ______ A) A product manager tells her sales force "the inventory in the warehouse must be sold if we are to make a profit, so redouble your sales efforts." B) A student group wants to hold an awards banquet, so it buys Krispy Kreme donuts and sells them to friends who want to help the club achieve its objectives. C) A cleaning supplies firm learns that many consumers are having trouble hiring maids-so it develops a plan to offer customers complete house cleaning services. D) A manufacturer of industrial chemicals adapts its formulas and goes after the big consumer cleaning market. E) An Internet retailer finds that shoppers are abandoning their shopping carts before checking out, so it promotes its $10 discount on each customer's first purchase.

59) In the adoption process, an individual moves through six definite steps; they are ______. 59) ______ A) awareness, interest, involvement, trial, decision, and confirmation B) evaluation, interest, awareness, trial, decision, and confirmation C) awareness, interest, evaluation, trial, decision, and confirmation D) evaluation, interest, involvement, trial, decision, and confirmation E) involvement, interest, evaluation, trial, decision, and confirmation

59) Product line length indicates: the ______. 59) ______ A) the number of product lines that the company has to offer its customers. B) total number of products that the company has to offer its customers C) the number of individual offerings in a product line. D) the total customer lifetime value associated with the offerings in a product line. E) the number of intermediaries involved in the distribution of all the offerings in a product line.

59) Segmenting in international markets can be more challenging than segmenting in domestic markets because ______. 59) ______ A) profit is the balancing point that determines the marketing mix. the markets are homogenous in between and heterogeneous within B) there is often more data available about key segmenting dimensions C) critical data is often less available and less dependable D) there is less diversity in the key segmenting dimensions

60) "Too much" aggregating in market segmenting ______. 60) ______ A) always tends to make the segments heterogeneous B) usually makes segments more homogeneous C) leaves the firm vulnerable to competitors D) ignores the criterion that product-market segments should be substantial E) is usually not a very serious error because it results in economies of scale

62) A consumer product that a customer really wants-and is willing to make a special shopping effort to find-is ______. 62) ______ A) a convenience product B) a heterogeneous shopping product C) a specialty product D) an emergency product E) a staple product

62) Market research firm BestOne sells reports about competitors, products, and other areas to various clients in the software industry. BestOne performs which universal marketing function ______. 62) ______ A) social responsibility B) standardization and grading C) market information D) financing E) risk taking

63) As a firm moves from the sales era to the marketing department era it is likely to ______. 63) ______ A) be more concerned with its ability to produce enough to meet demand B) have marketing people who develop long range plans-sometimes 5 or more years ahead C) begin to integrate all the firm's marketing activities D) adopt a more narrow view of marketing E) place less emphasis on earning a profit and more emphasis on what customers will buy

63) ______ is the process of naming broad product-markets and then segmenting these broad product-markets in order to select target markets and develop suitable marketing mixes. 63) ______ A) Market positioning B) Mass marketing C) Market segmentation D) Implementation E) Strategic planning

65) Positioning maps are based on ______. 65) ______ A) the opinions of the marketing managers B) the prices of competing products C) customers' perceptions of products D) the actual objective characteristics of products E) the potential places where a product may be sold and purchased

66) The aim of marketing is to ______. 66) ______ A) facilitate a single transaction B) persuade customers to buy the firm's product C) identify customers' needs and meet those needs so well that the product almost "sells itself" D) help create a pure subsistence economy E) eliminate the need for exchanges

7) Which of the following refers to the managerial process of developing and maintaining match between an organization's resources and its market opportunities? 7) _______ A) Effective marketing strategy B) marketing mix decisions C) strategic management planning D) marketing management process E) advertising and promotional activities

7) Which of the following statements does not accurately characterize new-product development? 7) _______ A) New-product development is costly. B) Some companies move too slow to launch a new product. C) New-product development has a low risk of failure. D) New-product development has a high risk of failure. E) Some companies move too fast to launch a new product.

73) According to the concept of social responsibility, a firm has a duty to ______. 73) ______ A) satisfy consumer needs at any cost B) communicate regularly with the public C) work in a way that is always good for society as a whole D) place customer satisfaction above all other considerations E) place profit above all other considerations

73) Brand recognition, brand preference, and brand insistence are various levels of ______. 73) ______ A) brand equity B) branding C) brand familiarity D) brand marks E) brand rejection

75) A production-oriented firm typically ______. 75) ______ A) sets inventory requirements with customer needs in mind B) views customer credit as a customer service C) tries to sell the products it can make easily D) operates as an integrated unit E) focuses advertising on need-satisfying product benefits

77) ______ directs an economy's flow of goods and services from producers to consumers in a way that effectively matches supply and demand and accomplishes the society's objectives. 77) ______ A) Social responsibility B) Micro-marketing C) Macro-marketing D) The transporting function E) Standardization and grading

85) Which of the following is LEAST likely to be classified as a marketing collaborator? 85) ______ A) Public Warehouse Corporation B) United Parcel Service (UPS) C) MeadowView Aluminum Company D) Broadband Communications Company E) Product Safety Testing Laboratories, Inc.

9) A firm that focuses its attention primarily on "selling" its present products in order to meet or beat competition is operating in which of the following "management eras"? 9) _______ A) Advertising era B) Production era C) Sales era D) Marketing company era E) Marketing department era

9) A visual aid to market segmentation is called the ______. 9) _______ A) target market B) heterogeneous market C) marketing grid D) homogenous market E) market boundary

9) Any series of firms or individuals that participate in the flow of products from producer to final user or consumer is known as ________. 9) _______ A) customer service B) a packaging line C) a channel of distribution D) mass marketing E) a production line

91) All of the following are examples of a production orientation, as opposed to a marketing orientation, EXCEPT one. Identify it. 91) ______ A) The company sells what it can make easily. B) The relationship with the customer ends with the sale of the product to the customer. C) Advertising focuses on the benefits of the product to customers. D) Advertising focuses on the features of the product. E) The purpose of customer service is to reduce customer complaints.

96) Adoption of the marketing concept ______. 96) ______ A) happened last among consumer product companies B) occurred first in the service industry C) has been slow for producers of industrial commodities D) has been universal E) is easy for most firms

97) Identify the primary role of a public interest group like the Center for Science in the Public Interest (CSPI) in market-directed economies. 97) ______ A) It acts as a forum for consumers to report product dissatisfaction reviews. B) It lets consumers easily access environmental product information and reviews. C) It is a consumer watchdog group that pressures food companies to make healthier products. D) It exposes firms that make false or exaggerated product claims. E) It lets technology firms play by the socially accepted rules of the game.

99) Nonprofit organizations ______. 99) ______ A) are fundamentally different than business firms—so they should embrace a production orientation rather than a marketing orientation B) do not have a profit objective, so the marketing concept does not apply C) can benefit by adopting the marketing concept D) do not need to be concerned with marketing activities E) None of these is true.

10) Fashion is the currently accepted or popular ______. 10) ______ A) assortment B) fad C) trend D) style E) idea

10) From the macro-marketing perspective, the spatial separation that exists between military equipment manufacturers and the people who use the equipment overseas is directly addressed through this marketing function ______. 10) ______ A) financing B) storing C) risk taking D) transporting E) market information

109) The fact that US car companies are located in the upper Midwest while their customers are located throughout the US is an example of ______. 109) _____ A) separation of information B) separation in time C) discrepancies of assortment D) spatial separation E) separation in values

11) According to the text, a new product is one that is ______. 11) ______ A) unique B) physically changed C) completely new physically and conceptually D) new in any way for the company concerned E) None of these is a good answer.

12) The firms that are considered to be the organization's closest challengers are called ________ rivals. 12) ______ A) passive B) aggressive C) indirect D) competitive E) formal

121) American supermarket chain, FoodMart, purchases cheese from five different manufacturers from around the world to assure its customers can choose among different types of cheeses at different prices. FoodMart facilitates the macro-marketing system by helping to address ______. 121) _____ A) discrepancies of assortment B) spatial separation C) separation of values D) All of these are correct.

123) Unlike a business firm, a nonprofit organization ______. 123) _____ A) gets support directly from those who receive the benefits B) must take in as much money as it spends or it won't survive C) faces competition for customers D) does not measure "profit" in the same way E) needs resources and support to survive and achieve its objectives

126) Which of the following statements by a U.S. president best reflects a MICRO view of marketing? 126) _____ A) "In the US we have a better choice of products than in any other country." B) "Next year my administration will spend 75% more on domestic security." C) "With interest rates low, many young people can now afford to buy a new home." D) "Tourism firms should advertise more to attract more international visitors." E) "A tax cut will give consumers more spending money."

128) Which of the following is LEAST LIKELY to be a government role in a market-directed economy? 128) _____ A) To provide things such as mass transportation and highways, national defense, police and fire protection, and public health services B) To set rules to protect individual rights and freedom C) To control interest rates and the supply of money D) To determine prices-and thereby allocate resources and distribute income E) To supervise the economy

130) The main difference between the "marketing department era" and the "marketing company era" is ______. 130) _____ A) whether the president of the firm has a background in marketing B) There is no difference. C) more emphasis on short-run planning in the marketing company era D) whether the whole company is customer-oriented E) more emphasis on selling and advertising in the marketing department era

134) Which of the following practices would suggest that Acme Tools practices a marketing orientation? 134) _____ A) It focuses its advertising efforts on product features and how products are made. B) It sells products that it can make easily for its customers. C) It views customer service as an activity required to reduce consumer complaints. D) It sets inventory levels with customer requirements and costs in mind. E) It ends its relationship with customers when a sale is made.

15) The attitudes and behavior patterns of people are part of the 15) ______ A) economic and technological environment. B) political environment. C) firm's resources and objectives. D) social and cultural environment. E) competitive environment.

16) In the political environment, an emphasis on a single country's interests before everything else is called: 16) ______ A) Socialism. B) Elitism. C) Extremism. D) Nationalism. E) Regionalism.

16) Which of the universal functions of marketing deals most directly with advertising a product in magazines? 16) ______ A) Risk-taking B) Transporting C) Market information D) Selling E) Financing

18) ________ means moving into totally different lines of business, perhaps entirely unfamiliar products, markets, or even levels in the production-marketing system. 18) ______ A) Differentiation B) Market development C) Product development D) Diversification E) Market penetration

19) A "marketing plan": 19) ______ A) is just another term for "marketing strategy." B) consists of several "marketing programs." C) is a strategy without all the operational decisions. D) includes the time-related details for carrying out a marketing strategy. E) ignores implementation and control details.

19) A basic difference between a "generic market" and a "product-market" is: 19) ______ A) whether customer needs are similar or different. B) whether or not sellers in the market rely on e-commerce. C) There is NO DIFFERENCE-the terms mean the same thing. D) how similar the competing sellers' products are. E) whether the market includes only buyers-or both buyers and sellers.

2) The MOST USEFUL dimensions for segmenting markets are: 2) _______ A) benefits sought. B) brand familiarity and consumption patterns. C) geographic and demographic dimensions. D) it depends on what product-market one is segmenting. E) social class.

2) Which of the following refers to a marketer countering negative publicity to save a product's image? 2) _______ A) Information filtering B) Perceptual mapping C) Adoption process D) Damage control E) Dissonance process

20) An emphasis on a single country's interests before everything else is known as ________. 20) ______ A) entrepreneurship B) socialism C) capitalism D) nationalism E) democracy

21) Generation Z refers to: 21) ______ A) those born between 1946 and 1964. B) those born between 1965 and 1977. C) those born in the generation immediately following the baby boom. D) those born since 1995.

22) Wants are ______. 22) ______ A) unchanging during a person's life B) strong stimuli that encourage action to reduce a need C) an effort to satisfy a drive D) needs that are learned during a person's life E) more basic than needs

23) A(n) ______ is a person's point of view toward a product, an advertisement, a salesperson, a firm, or an idea. 23) ______ A) cue B) preference C) impression D) attitude E) belief

27) Which of the following is NOT one of the target marketing approaches for developing market-oriented strategies in a broad product-market? 27) ______ A) Combined. B) Single. C) Multiple. D) Exclusive. E) All of these are target marketing approaches.

27) Which of the following is true of consumer behavior? 27) ______ A) Psychological variables are not relevant in the consumer decision process. B) Understanding consumer behavior is a simple and a straightforward procedure. C) Cataloging all the possibilities for consumer behavior is easy to do. D) Specific behaviors vary a great deal for different people, products, and purchase situations. E) In today's global markets, variations in specific behaviors are not very common.

28) Firms develop ______ to promote fair and honest dealings with all stakeholders inside and outside of the organization. 28) ______ A) marketing departments B) marketing plans C) intermediaries D) codes of ethics E) a marketing orientation

28) Which of the following is NOT one of the text's business product classes? 28) ______ A) Professional services B) Installations C) Raw materials D) Specialty products E) Component parts and materials

29) Supplies can be divided into which of the following three types? 29) ______ A) Accessory equipment, raw materials, and component parts B) Homogenous, heterogeneous, and specialty C) Products, installations, and services D) Maintenance, Repair, and Operating E) Staples, impulse, and emergency

3) General Electric's "strategic planning grid" is an approach for: 3) _______ A) developing new products. B) developing marketing mixes. C) evaluating possible marketing objectives. D) evaluating existing and possible plans. E) selecting target markets.

30) A ______ is a word, letter, or group of words or letters. 30) ______ A) FTC B) SIC C) UPC D) brand name E) trademark

32) Convenience products include: 32) ______ A) staple products. B) impulse products. C) emergency products. D) All of these are convenience products.

33) A company where the marketing people do both short-run and long-range planning is operating in the ______ era. 33) ______ A) marketing department B) production C) sales D) marketing company E) simple trade

33) ______________ means potential customers remember a particular brand. 33) ______ A) Brand rejection B) Brand nonrecognition C) Brand insistence D) Brand recognition E) Brand preference

34) Some marketers stretch the meaning of "attitude" to include ______. 34) ______ A) beliefs B) needs C) psychographics D) intention to buy E) actual purchasing behavior

35) An important step in applying the marketing concept is ______. 35) ______ A) appointing someone with a marketing management background to be the firm's president B) changing the firm's organizational structure C) changing the firm's management methods and procedures D) committing to customer satisfaction E) hiring a marketing consultant

36) When a firm tries to increase sales by offering new or improved products to its present markets, this is called: 36) ______ A) diversification. B) mass marketing. C) market development. D) product development. E) market penetration.

36) ____ are short-lived capital items. 36) ______ A) Installations B) Raw materials C) Professional services D) Accessories E) Components

37) An economic system in which government officials determine production levels is known as ______ economy. 37) ______ A) pure subsistence B) production-oriented C) market-directed D) command E) macro-marketing

38) Which of the following is a BEHAVIORAL segmenting dimension? 38) ______ A) Education B) Region of the world or country C) Income D) Needs E) Ethnicity

39) To understand the narrowing-down process, it's useful for mangers to think in terms of a ______ market and a ______ market. 39) ______ A) risky; certain B) generic; product C) buyer's; seller's D) primary; secondary E) goods; services

39) Which of the following is one of three basic marketing management jobs? 39) ______ A) To direct the implementation of plans B) To plan marketing activities C) To control the plans in actual operation D) All of these are basic marketing management jobs

40) Gross national income (GNI) is the: 40) ______ A) manufacturers' selling price of goods (but not services) produced in a year. B) total market value of goods and services consumed in a year. C) total market value of goods (but not services) produced in an economy in a year. D) total market value of goods and services provided in an economy in a year by residents of that country. E) None of these definitions of GNI is correct.

40) ______________ are capital items that cost less and are shorter-lived than installations. 40) ______ A) Staples B) Supplies C) Component parts D) Accessory equipment E) Component materials

41) A useful tool for organizing the competitor analysis is: 41) ______ A) the oligopoly chart. B) the competitive summary. C) the table of competitive rivals. D) a competitor matrix. E) rivals chart.

41) The Federal Fair Packaging and Labeling Act: 41) ______ A) requires that consumer goods be clearly labeled in understandable terms. B) was created due to consumer criticism of packaging and labeling. C) calls on government agencies and industry to try to reduce the number of packaging sizes. D) all of these alternatives are correct.

42) A macro-marketing system should ______. 42) ______ A) provide everyone with the same goods and services B) depend solely on a society's political institutions C) be part of a market-directed economy, not a command economy D) match supply and demand and accomplish a society's objectives

42) When a firm develops a marketing mix for teenage boys which is different from its marketing mix for teenage girls, which target market approach is it using? 42) ______ A) Single B) Generic C) Clustering D) Multiple E) Combined

45) Personal selling lets the salesperson adapt the firm's marketing mix to a specific customer. This is an aspect of which marketing mix variable? 45) ______ A) Product B) Price C) Place D) Promotion

45) The development and spread of new ideas, goods, and services for the marketplace is called ______. 45) ______ A) marketing B) production C) collaboration D) innovation E) the micro-macro dilemma

46) "Nationalism" is an issue in the ________ environment. 46) ______ A) economic B) cultural C) competitive D) political E) technological

46) "Promotion" is NOT concerned with: 46) ______ A) creating billboard ads. B) personal selling. C) publicity. D) designing new products. E) television commercials.

47) The total stream of purchases that a single customer could contribute to a company over the length of the relationship is called customer ____. 47) ______ A) service B) equity C) feedback D) lifetime value E) satisfaction

48) Which of the following is LEAST LIKELY to be found in a production-oriented firm? 48) ______ A) Disagreements among departments about how to improve the company's product B) Making products that are easy to produce C) A mass marketing approach D) Producing goods that exactly meet the customer's needs E) None of these is likely to be found in a production-oriented firm.

49) Compared to U.S. averages, the median age of Hispanic Americans is ______. 49) ______ A) slightly higher B) much higher C) about the same D) much lower

49) The term "micro-macro dilemma" means that ______. 49) ______ A) the micro view of marketing is concerned with the flow of goods and services from producers to consumers-while the macro view is not B) most people are both producers and consumers C) macro-marketing is just a small part of a larger micro-marketing system D) what is "good" for some producers and consumers may not be good for society as a whole E) marketing people cannot agree on whether marketing should be viewed as activities or as a social process

5) The objectives that are expected to shape the direction and operation of the whole business are known as ________ objectives. 5) _______ A) collective B) personal selling C) R&D D) company E) price

50) Which of the following statements about the combined target market approach is True? 50) ______ A) Combiners may fall victim to an innovative segmenter that offers a more attractive marketing mix to a segment of the combined target market. B) Combiners feel that two or more segments are similar enough that-together-they can be treated as one large target market. C) Combiners try to extend their basic offering to satisfy customers from multiple segments with a single marketing mix. D) All of these statements about the combined target market approach are true.

51) The "battle of the brands" refers to competition between: 51) ______ A) wholesalers and other wholesalers. B) retailers and other retailers. C) retailers and wholesalers. D) manufacturers and intermediaries. E) manufacturers and other manufacturers.

52) The marketing management process is the process of: 52) ______ A) Implementing marketing plans. B) Planning marketing activities. C) Controlling marketing plans. D) All of these.

54) An expectation is ______. 54) ______ A) a positive cue B) an event that a person likes to remember C) an unfulfilled need D) an outcome that a person looks forward to E) None of these alternatives is correct.

54) ________ refers to offering new or improved products for present markets. 54) ______ A) Market penetration B) Diversification C) Market development D) Product development E) Differentiation

55) The market into which a company introduces components or parts that may be bought and configured into the final product and sold by the reseller is called the: 55) ______ A) optimal brand market. B) operational essentials market. C) general market. D) original equipment market. E) aftermarket.

56) A "market" consists of: 56) ______ A) customers who are willing to exchange something of value. B) sellers offering various ways of satisfying customer needs. C) a group of potential customers with similar needs. D) all of these are correct.

56) Which item famously originated in the production era? 56) ______ A) Home movie rentals B) Compact fluorescent light bulbs C) Laptop computers D) Automobiles E) Chariots

6) Which of the following is an example of the "micro-macro dilemma?" 6) _______ A) A homeowner purchases a ladder but falls off it because he didn't set up the ladder according to the safety instructions posted on it. B) A person is injured while using a power lawn mower because of a small stone that is hurled from the discharge chute. C) A person drives without fastening his seat belt even though a warning light and chime remind him to "buckle up." D) A restaurant owner uses plastic containers to keep "take-out" food warm for customers, but the containers cannot be reused or recycled. E) A person gets a speeding ticket because she was talking on her cell phone while driving and didn't notice a speed limit sign.

60) In the adoption process, ______. 60) ______ A) interest is the first stage B) evaluation precedes interest C) trial precedes evaluation D) confirmation is the last stage E) None of these is correct.

68) Specialty products: 68) ______ A) are generally high in price. B) cannot be found using the Internet. C) have a number of close substitutes. D) are brands customers request by name. E) None of these alternatives is correct.

69) A product which becomes part of a buyer's final product, and still requires more processing is called ______. 69) ______ A) a raw material B) a supply C) a component part D) a component material E) an installation

72) All of the following are examples of a marketing orientation, as opposed to a production orientation, EXCEPT one. Identify it. 72) ______ A) The role of customer service is to satisfy customers after the sale so they'll come back again. B) The role of marketing research is to determine customer needs and how well the company is satisfying them. C) The relationship with the customer is based on customer satisfaction before and after a sale leading to a profitable long-run relationship. D) The firm's focus is on reducing its costs. E) Costs that do not add value to customers should be eliminated.

74) Macro-marketing examines all the following challenging scenarios EXCEPT one of the following. Identify it. 74) ______ A) Consumers require a wide assortment of food items, but individual producers can offer only a narrow assortment of food products. B) Producers set prices to cover costs and make a profit, but consumers choose goods based on their ability to pay. C) Producers tend to locate where it is economical to produce, but consumers are located in many scattered places. D) Cedar Point Amusement Park would like to attract customers all year long, but its marketing strategy is currently limited to discount season pass offers during winter months while the park is closed. E) Producers prefer to manufacture goods in large quantities, but consumers buy in small quantities.

76) A ______ is a relatively homogeneous group of customers who will respond to a marketing mix in a similar way. 76) ______ A) generic market B) market network C) market grid D) market segment E) consumer network

83) The marketing concept says that a business firm should aim all of its efforts at ______. 83) ______ A) producing products at the lowest cost B) satisfying customers regardless of profitability C) doing more advertising and selling than competitors D) making a profit selling to satisfied customers E) selling what the company produces efficiently

84) Marketing ______. 84) ______ A) says that marketing should take over all production, accounting, and financial activities B) should begin as soon as goods are produced C) does away with the need for advertising D) applies to both profit and nonprofit organizations

87) Marketing should ______. 87) ______ A) focus on getting customers to make a final purchase B) begin with the production process C) provide input, but let production determine what goods and services are to be developed D) make decisions about product design and packaging, prices or fees E) not need to coordinate with production, accounting, and financial activities

9) Product-market screening criteria should be: 9) _______ A) qualitative. B) realistic and achievable. C) quantitative. D) all of these are correct.

9) Psychographics may also be called ______. 9) _______ A) social group dynamics B) opinion insight C) personality analytics D) lifestyle analysis E) attitude measures

92) The total system view of the marketing concept builds on the idea that ______. 92) ______ A) each department in an organization should do what it does best B) a company should not have specialized departments C) sales should be the firm's high-level objective D) all departments—not just marketing—should be guided by customer needs E) None of these responses is correct.

93) Myra Martinez was just named Treasure Island, Inc.'s marketing manager—with responsibilities for short-run policy planning of the firm's advertising, sales, marketing research, purchasing, and distribution efforts. Treasure Island is operating in the ______ era. 93) ______ A) production B) market-oriented C) sales D) marketing department E) marketing company

98) Collaborators ______. 98) ______ A) specialize in trade rather than production B) usually have a production orientation C) emerged in the marketing company era D) facilitate or provide one or more of the marketing functions other than buying or selling E) are only used in a command economy

1) A "Buy American" campaign is an example of ________. 1) _______ A) transnationalism B) federalism C) environmentalism D) consumerism E) nationalism

1) Many consumers mentally block out marketing messages that do not interest them. This phenomenon is part of a person's ______. 1) _______ A) motivation B) needs C) learning D) attitudes E) perception

10) "Place" is concerned with: 10) ______ A) intermediaries. B) transporting. C) storing. D) channel members. E) all of these might be involved with Place.

10) The current U.S. population is largest in which of the following states? 10) ______ A) New York. B) Texas. C) Florida. D) Illinois. E) California.

10) When is repositioning needed? 10) ______ A) Markets become homogenous in between. B) Each market segment has its own preferences. C) Ethical issues arise in selecting segmenting dimensions. D) Direction of the marketing strategy is not clear or focused. E) Customers are not viewing the brand the desired way.

10) _____ is a time-related factor. 10) ______ A) Economy of purchase B) Environmental viability C) Sociological interest D) Demographic intensity E) Urgency of a need

11) When looking for attractive opportunities, a marketing manager should consider: 11) ______ A) the firm's financial strengths. B) whether the firm has good relations with established intermediaries. C) the firm's producing capability and flexibility. D) the firm's marketing strengths. E) All of these should be considered.

11) _____ is the managerial process of developing and maintaining a match between an organization's resources and its market opportunities. 11) ______ A) Mass marketing B) Marketing control C) Target marketing D) Resource allocation E) Strategic (management) planning

117) During the sales era, ______. 117) _____ A) families traded or sold their surplus output to local distributors B) marketing people did both short-run and long-run marketing planning C) characteristic management thinking said, "If we can make it, it will sell" D) all marketing activities were brought under the control of one department E) increased competition made firms focus on winning customers

12) "Product" is concerned with: 12) ______ A) services. B) packaging and warranty. C) physical goods. D) branding. E) all of these might be involved with Product.

12) Moral standards that guide marketing decisions and actions are called ______. 12) ______ A) laws B) civil laws C) micro dilemmas D) macro dilemmas E) marketing ethics

12) The Consumer Product Safety Commission can ______. 12) ______ A) back up its orders with fines B) order return of "unsafe products" C) back up its orders with jail sentences D) set safety standards for products E) All of these alternatives are correct.

127) The following article titles are from Business Week magazine. Which article is most likely to be reporting on a macro-marketing topic? 127) _____ A) "Two-Person Engineering Firm Offers Unique Service" B) "Donations to Tsunami Victims Fund Increase after TV Broadcast" C) "Bank of America Offers New Internet Banking Services" D) "Pepsi Sells in Japan" E) "Russia Increases Output of Consumer Goods"

13) "Promotion" includes: 13) ______ A) sales promotion. B) advertising. C) publicity. D) personal selling. E) All of these may be included in Promotion.

131) The president of a financial services company says that her new marketing manager has changed things a lot—making long-range plans about where the firm should focus its effort, and coordinating the decisions about what services to offer and how they should be promoted and priced. It seems that this company is just moving into the ______era. 131) _____ A) production B) simple trade C) sales D) marketing department E) marketing company

132) Marketing is of no relevance in a ______ economy. 132) _____ A) production-oriented B) market-directed C) consumer-oriented D) command E) pure subsistence

14) Concerning the "universal functions of marketing," which of the following statements is false? 14) ______ A) These functions can be performed by producers, intermediaries, collaborators, or consumers. B) Responsibility for performing these functions can be shared and shifted. C) From a macro viewpoint, all these functions must be performed by someone. D) From a micro viewpoint, not every company must perform every function. E) None of these statements is false.

14) Marketers segment broad markets into smaller target segments based on a variety of ______. 14) ______ A) marketing grids B) data C) positioning maps D) qualifiers E) dimensions

15) "Place" is concerned with: 15) ______ A) intermediaries located between producers and consumers. B) getting the product to its intended market. C) where, when, and by whom goods are offered for sale. D) when and where products are wanted. E) all of these might be involved with Place.

15) Gina Williams wanted to start a decorating business. She identified several possible target markets, but decided to serve a market composed of recently married couples that owned their first home. Gina appears to be following the ______ approach. 15) ______ A) mass marketing B) niche market targeting C) multiple target market D) combined target market E) single target market

16) Clustering techniques 16) ______ A) group customers into heterogeneous segments. B) use intuition and judgment to do what previously was done by computers. C) help sellers fine-tune the marketing effort with information from a detailed customer database. D) establish how customers think about proposed or present brands in a market. E) try to find similar patterns within sets of data.

16) When a firm tries to increase sales by selling its present products in new markets, this is called: 16) ______ A) diversification. B) product development. C) market penetration. D) mass marketing. E) market development.

17) A ______ is a group of potential customers with similar needs who are willing to exchange something of value with sellers offering various goods or services. 17) ______ A) segment B) consumer forum C) generic industry D) product E) market

18) A consumer who is interested in making the switch from a desktop computer to a tablet computer may require a prolonged learning and trial process known as ______. 18) ______ A) the consumer decision process B) limited problem solving C) selective exposure D) lifestyle analysis E) the adoption process

18) Which of the following types of firms are collaborators? 18) ______ A) Marketing research firms B) Product-testing labs C) Overnight delivery firms D) Advertising agencies E) All of these are collaborators.

19) Gross national income (GNI) is the total ________. 19) ______ A) market value of goods (but not services) consumed in an economy in a year B) cost of producing all goods and services sold in a year C) market value of goods (but not services) produced in an economy in a year D) market value of goods and services consumed in a year E) market value of goods and services provided in an economy in a year by residents of that country

19) When a market test for a new product is successful, the firm typically introduces the product in different regions of the U.S. in sequential stages. This process is called a ______. 19) ______ A) TQM B) concept test C) JIT D) fallout E) rollout

20) Since individual firms cannot perform all marketing functions, ______ often play a role in the exchange process. 20) ______ A) nonprofits B) government regulators C) consumers D) marketing managers E) intermediaries

20) Trust is the confidence a person has in the promises or actions of ______. 20) ______ A) a company B) a brand C) a recommender D) another person E) All of these choices are correct.

20) ______ aim at one or more homogeneous segments and try to develop a different marketing mix for each segment. 20) ______ A) Segment aggregators B) Combiners C) Segment combiners D) Multipliers E) Segmenters

21) "Promotion" may include: 21) ______ A) mail-order selling. B) personal selling to channel members. C) point-of-purchase materials. D) advertising on the Internet. E) All of these may be included in Promotion.

21) Which of the following is a consumer market demographic dimension? 21) ______ A) Stage in family life cycle B) Income distribution C) Ethnic group D) Family size E) All of these are examples of a consumer market demographic dimension

24) Which of the following is LEAST LIKELY to compete in the same generic market as the others? 24) ______ A) Fruit salad. B) Ice cream. C) Apple pie. D) Chocolate chip cookie. E) Pretzel.

25) What is left of income after paying for taxes and paying for necessities? 25) ______ A) Real income B) Net income C) Deductible income D) Gross income E) Discretionary income

26) Business products that are necessary expense items, and continually used up, but which do not become part of the buyer's final product are: 26) ______ A) component materials. B) accessory equipment. C) component parts. D) raw materials. E) supplies.

26) Discretionary income is defined as ______. 26) ______ A) total market value of goods and services produced B) income available before taxes C) income available after taxes D) gross domestic product per capita E) income available after taxes and necessities

26) Segmenting international markets can be more difficult because: 26) ______ A) a manager must rely entirely on his or her own judgments about people in other countries. B) the concepts and approaches for segmenting domestic markets simply do not apply. C) there are fewer useful dimensions. D) the quantity and quality of available market data are usually greater. E) there are more dimensions and many unfamiliar variables.

28) The first step in segmenting international markets is to: 28) ______ A) treat all the countries in the "foreign market" as one segment. B) develop a marketing mix. C) consider the number, size, kind, and location of business and organizational customers. D) list the suppliers who serve the market. E) segment by country or region-looking at demographic, cultural, and other characteristics.

29) "Breakthrough opportunities" are opportunities that: 29) ______ A) help a firm satisfy customers better than some competitor. B) may be turned into marketing strategies that will be profitable for a long time. C) help the firm develop a "competitive advantage." D) help innovators develop hard-to-copy marketing strategies. E) All of these apply to breakthrough opportunities.

3) Differentiating the marketing mix is important because: 3) _______ A) It can clarify the position the firm wants to achieve with customers. B) It can help target customers to view the firm's position in the market as uniquely suited to their preferences and needs. C) It can help the firm build a competitive advantage with a group of target customers. D) It can contribute to better blending of marketing mix decisions to achieve desired objectives. E) All of these alternatives are true

3) Psychographics or life-style analysis analyzes an individual's ______. 3) _______ A) interests B) demographics C) opinions D) activities E) All of these alternatives are correct.

30) "Good" market segments are those that are ______. 30) ______ A) heterogeneous within B) homogeneous between C) international in nature D) substantial all the time E) operational and substantial

30) Marketing managers should remember that there are many variables in the ____________ that affect strategy planning. 30) ______ A) competitive environment B) cultural and social environment C) political and legal environments D) economic and technological environments E) all of these environments have variables that affect strategy planning

31) A product-market definition should include: 31) ______ A) product type. B) geographic area. C) customer needs. D) customer types. E) All of these alternatives are correct.

31) Discretionary income is the portion of a person's income that pays for ______. 31) ______ A) insurance B) rent C) taxes D) food E) luxuries

32) The "marketing concept" says that a business firm should ______. 32) ______ A) treat advertising and selling as its priority B) sell those products which it can make at lowest cost C) aim all its efforts at meeting society's needs-regardless of profitability D) place heavy emphasis on developing new products E) aim all its efforts at satisfying its customers—at a profit

32) Which if the following describes a product-market most accurately? 32) ______ A) Exchanges are based on barter rather than money. B) One seller has a patent for a superior product and other firms try to imitate the leader the best they can. C) A market in which no intermediaries operate. D) All of the customers want the same product but will consider a substitute if their preferred brand is not available. E) Competing sellers offer physically or conceptually similar products.

33) The median family income in the U.S. in 2013 was a little over $______. 33) ______ A) 30,000 B) 75,000 C) 40,000 D) 100,000 E) 50,000

33) ________ means trying to increase sales of a firm's present products in its present markets. 33) ______ A) Diversification B) Market development C) Product development D) Differentiation E) Market penetration

35) The PSSP four-level hierarchy of needs includes ______. 35) ______ A) physiological needs, psychological needs, safety needs, and personal needs B) psychological needs, financial needs, social needs, and personal needs C) physiological needs, psychological needs, social needs, and financial needs D) psychological needs, safety needs, social needs, and personal needs E) physiological needs, safety needs, personal needs, and social needs

35) The scientific way in which an economy's resources are converted to output is part of the ________ environment. 35) ______ A) competitive B) social C) economic D) political E) technological

38) Dissonance is a ______. 38) ______ A) kind of belief B) conflict between opinion leaders C) form of social influence D) confirmation in the learning process E) tension caused by uncertainty about the rightness of a decision

39) A product which becomes part of a buyer's final product and comes finished and ready for assembly is called: 39) ______ A) an installation. B) a raw material. C) accessory equipment. D) a component material. E) a component part.

39) Which of the following countries' governments passed a soda tax to restrict the production and sale of sugary soft drinks? 39) ______ A) India B) The Netherlands C) Australia D) Germany E) France

4) "Place" is NOT concerned with: 4) _______ A) kinds of intermediaries needed to reach customers. B) channels of distribution. C) when and where products are wanted. D) who handles storing and transporting. E) telling the target market what products are available-and where.

40) How customers think about the various brands in a market can be graphically represented and tracked through ______. 40) ______ A) targeting B) segmenting C) researching D) clustering E) positioning

41) "Good" market segments are those which are: 41) ______ A) heterogeneous between. B) operational. C) homogeneous within. D) substantial. E) All of these choices are correct.

41) ________ is the total stream of purchases that a customer could contribute to the company over the life of the relationship. 41) ______ A) Customer equity B) Net worth C) Profit D) A premium price E) Customer lifetime value

43) Consumer products which customers see as basically the same and want to buy at the lowest price are called ______. 43) ______ A) comparison products B) heterogeneous shopping products C) convenience products D) unsought products E) homogeneous shopping products

43) The Wheeler-Lea Amendment specifically aims at ________. 43) ______ A) tying and exclusive dealing contracts B) mergers and acquisitions C) product warranties D) product safety E) unfair or deceptive practices

43) The amount of income a family has left after paying taxes and paying for its necessities is called its ______ income. 43) ______ A) modified B) family C) marginal D) personal E) discretionary

43) The most important variable in a firm's marketing mix is: 43) ______ A) Price. B) Promotion. C) Product. D) Place. E) None of these since all contribute to one whole.

44) Given the nature of their work, which of the following should have a marketing orientation? 44) ______ A) Dallas-Fort Worth Symphony B) American Cancer Society C) University of Wisconsin D) Girl Scouts of America E) All of these organizations should have a marketing orientation.

44) Increased demand for new homes due to low interest rates is an example of the impact of the ________ environment. 44) ______ A) competitive B) cultural C) technological D) social E) economic

45) Raw materials 45) ______ A) include both farm products and natural products. B) are treated as expense items. C) are unprocessed but eventually become part of a final physical good. D) move to the next production process with little handling. E) All of these alternatives are correct.

46) Which of the following is a consumer market demographic dimension? 46) ______ A) Occupation B) Education C) Sex D) Age E) All of these are examples of a consumer market demographic dimension

46) Which of the following statements about ethnic dimensions of the U.S. market is True? 46) ______ A) Many firms make the mistake of treating all consumers in an ethnic group as homogeneous. B) Ethnic groups buy differently and have different needs. C) The number of ethnic consumers is growing at a faster rate than the overall society. D) The buying power of ethnic submarkets is increasing rapidly. E) All of these statements about ethnic dimensions are True.

47) A "dealer brand" is sometimes called a __________ brand. 47) ______ A) local B) regional C) national D) manufacturer E) private

48) Another term for a dealer brand is a(n) ______. 48) ______ A) generic brand B) franchise brand C) individual brand D) family brand E) private label brand

48) Selective ______ refers to processes that screen out or modify ideas, messages, and information that conflict with previously learned attitudes and beliefs. 48) ______ A) exposure B) retention C) learning D) attention E) perception

49) The Federal Fair Packaging and Labeling Act: 49) ______ A) ensures that all labels list the "green benefits" of using the product. B) says that producers must provide a clearly written warranty if they choose to offer a warranty. C) spells out what kinds of marks (including brand names) can be protected and the exact method of protecting them. D) requires food manufacturers to use a labeling format that allows consumers to compare the nutritional value of different products. E) requires that consumer goods be clearly labeled to give consumers more information.

49) The total market value of goods and services provided in a country's economy per year by both residents and nonresidents of that country is ________. 49) ______ A) gross national product B) gross disposable income C) gross national income D) gross domestic income E) gross domestic product

5) A S.W.O.T. analysis includes: 5) _______ A) threats. B) strengths. C) opportunities. D) weaknesses. E) All of these are included in a S.W.O.T analysis.

5) The marketing concept can be applied by ______. 5) _______ A) manufacturers of consumer products B) symphony orchestras C) private universities D) nonprofit hospitals E) All of these organizations can apply the marketing concept.

5) Which of the following is the BEST example of a "generic market?" 5) _______ A) The sports drink market B) the minivan market. C) The female exercise shoes market D) The sporting goods market E) The adult "personal expression" market

50) The ______ era is a time when a company emphasizes selling because of the increased competition in the external environment. 50) ______ A) production B) demand C) marketing D) supply E) sales

50) Warranties inspire customer confidence and trust for all the following reasons except: 50) ______ A) they make legally enforceable promises about product performance. B) they show that marketers stand behind their products. C) they are clearly written and included with products for easy access. D) they offer refunds or replacement for defective products. E) some reduce the responsibility a producer would have under common law.

50) Which of the following is not a need that affects the buying behavior of economic buyers? 50) ______ A) Dependability in use B) Economy of purchase or use C) Convenience D) Efficiency in operation or use E) Motivation

51) The whole set of beliefs, attitudes, and ways of doing things of a reasonably homogeneous set of people is a(n) ______. 51) ______ A) class B) tradition C) society D) ethnicity E) culture

52) Consumer buying behavior is affected by ______. 52) ______ A) social class B) physiological, safety, social, and personal needs C) opinion leaders D) reference groups E) All of these affect consumer buying behavior.

52) ______ refers to how customers think about proposed or present brands in a market. 52) ______ A) Dimensioning B) CRM C) Differentiating D) Clustering E) Positioning

53) The marketing concept can be applied by ______. 53) ______ A) nonprofit hospitals B) national parks C) cosmetic manufacturers D) a nurses association E) All of these can apply the marketing concept.

53) Which of the following product-market "names" refers to where a firm competes, or plans to compete, for customers? 53) ______ A) Customer types B) Warranty period C) Product type D) User Needs E) Geographic area

53) ______________ means a brand is not recognized by final customers at all. 53) ______ A) Brand rejection B) Brand insistence C) Brand preference D) Brand recognition E) Brand nonrecognition

54) Marketing ______. 54) ______ A) involves persuading customers to buy your product B) tries to make the whole economic system fair and effective C) is a social process involving all producers, intermediaries, and consumers D) begins with the production process E) tries to accomplish a company's objectives by anticipating customers' needs and trying to satisfy them

55) Which of the following is the BEST example of management thinking during the "production era"? 55) ______ A) "We need to make whatever products are easy to produce." B) "The more salespeople we have, the more we can sell." C) "We need to find out what the customer wants." D) "We need to work hard to sell the product to our customers." E) "If we produce a good product, customers will find us and buy it."

57) A ______ is a strong stimulus that encourages action to reduce or satisfy a need. 57) ______ A) want B) desire C) motivation D) deed E) drive

58) Needs such as accomplishment and relaxation, which are unrelated to what others think or do, are known as ______. 58) ______ A) physiological needs B) biological needs C) safety needs D) social needs E) personal needs

60) The federal Magnuson-Moss Act: 60) ______ A) ensures that all labels list the "green benefits" of using the product. B) requires that consumer goods be clearly labeled to give consumers more information. C) spells out what kinds of marks (including brand names) can be protected and the exact method of protecting them. D) requires food manufacturers to use a labeling format that allows consumers to compare the nutritional value of different products. E) says that producers must provide a clearly written warranty if they choose to offer a warranty.

62) When Procter and Gamble offers both Pantene and Vidal Sassoon shampoos to its customers, which target market approach is Procter and Gamble using? 62) ______ A) Generic B) Single C) Clustering D) Combined E) Multiple

65) Predicting what types of bicycles different customers will want and deciding which of these customers the business will try to satisfy are activities a firm should do as part of ______. 65) ______ A) a production orientation B) making goods or performing services C) a command economy D) production E) marketing

65) ______ means potential customers insist on a firm's branded product and are willing to search for it. 65) ______ A) Brand rejection B) Brand nonrecognition C) Brand preference D) Brand recognition E) Brand insistence

67) The process of naming broad product-markets and then segmenting them in order to select target markets and develop suitable marketing mixes is called: 67) ______ A) Market pioneering. B) Market research. C) Market development. D) Market penetration. E) Market segmentation.

68) After seeing a "sale" ad in a local newspaper, Ben Griffith went to a local pet supply store and bought a year's supply of high protein dog food. Which marketing functions—if any—did he perform? 68) ______ A) Consuming market information B) Transporting and storing C) Buying D) Financing and risk taking E) Ben performed all of these marketing functions

7) The fact that our eyes and minds seek out and notice only information that interests us is called ______. 7) _______ A) selective perception B) conscious cognition C) preconscious perception D) selective retention E) selective exposure

7) Which of the following is the most accurate definition of the term segmenting? 7) _______ A) It uses scientific rules to decide how many submarkets exist. B) It assumes that each person should be treated as a separate target market. C) It assumes that all customers can be clustered into profitable market segments. D) It is a disaggregating or "breaking down" process. E) It is an aggregating process

70) The text's consumer product classes are based on: 70) ______ A) the demand elasticity of the products. B) the quantity in which products will be purchased or used. C) how the sellers view the products. D) the type of stores that sell the products. E) the way people think about and shop for products.

71) In a market-directed economy, ______. 71) ______ A) prices usually do not change according to supply and demand B) consumers have little freedom of choice C) profit, survival, and growth are all guaranteed for producers D) only the needs of the majority are served E) consumers decide what is to be produced and by whom through their dollar votes

71) ____ dimensions actually affect the customer's purchase of a specific product or brand in a product-market. 71) ______ A) Demographic B) Behavioral C) Geographic D) Qualifying E) Determining

74) A producer that is selling all its products under one brand name is using a ______ brand. 74) ______ A) a national B) a licensed C) a generic D) an individual E) a family

74) Which of the following is not a valid criterion of a "good" market segment? 74) ______ A) Heterogeneous between B) Homogeneous within C) Substantial D) Operational E) Remarkable

75) Which of the following business products are usually treated as expense items? 75) ______ A) professional services B) supplies C) component parts and materials D) raw materials E) all of these products are expense items

78) Which of the following is true concerning marketing ethics? 78) ______ A) The prevailing practice of most businesspeople is to be fair and honest. B) Marketing ethics has its critics. C) Opinions about what is right or wrong vary from one society to another. D) Individuals develop moral standards based on their own values. E) All of these are correct.

79) Which of the following is not a challenge related to social responsibility? 79) ______ A) There is little agreement on who gets to determine what is "good" for society. B) Actions that may seem good for society may be costly to a firm. C) Acting to satisfy one group of stakeholders may anger another group of stakeholders. D) It is impossible to know what impact a firm's actions will have on future generations. E) Some consumers make purchases based on the perceived societal benefits of a product or service.

8) Product type determining dimensions ______. 8) _______ A) are generally relevant to purchasing behavior B) are less specific than qualifying dimensions C) affect the customer's choice of a specific kind of product D) are relevant to including a customer type in the product-market E) affect the customer's purchase of a specific product branD

8) Which of the following organizations should apply the marketing concept? 8) _______ A) Christian Children's Fund B) National Federation of the Blind C) National Park Service D) United States Postal Service E) All of these organizations should apply the marketing concept.

8) ______ is a change in a person's thought processes caused by prior experience. 8) _______ A) Selective retention B) Processing C) Perception D) Wanting E) Learning

80) Which of the following illustrates the marketing concept in action? 80) ______ A) A veterinarian has office hours in the evening to see pets whose owners must work during the day. B) The Nevada auto registration office mails license tags to people, to reduce inconvenient waiting in line. C) Three pediatricians set up a group practice-so that at least one is always available for emergencies. D) Bank ATMs that dispense cash are placed in fast-food restaurants. E) All of these illustrate the marketing concept in action.

82) Which of the following is NOT an example of the micro-macro dilemma? 82) ______ A) A "good" lawn mower can be produced cheaply, but its price must be higher if its design must be safe for "ignorant" users. B) Downhill snow skiing is fun, but really quite dangerous. C) A smoker may enjoy a cigar, but the smell can make other people sick. D) Many people like beer and wine, but drunk driving is a big social problem. E) Some people like to eat a lot, but later feel guilty about eating too much.

9) Industry sales are highest in which of the following product life cycle stages? 9) _______ A) Market introduction B) Sales decline C) Market growth D) Market development E) Market maturity

Voir tous les ensembles d'études

CHS Marketing: Exam 1

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