EXAM MKTG

T F When conducting marketing research in another country, researchers should begin by using focus groups and other survey methods to refine their understanding of customer needs and preferences.

False

Many suppliers and their customers invest time and resources to build and maintain mutually beneficial relationships which are often called a) partnerships. b) co-ops. c) monopolies. d) reciprocity. e) alliances.

a

Stacy is going to the store to buy a gallon of milk. She will most likely use ___________ in her consumer decision-making process. a) routinized response behavior b) limited problem solving c) extended problem solving d) perceptual scanning e) evaluation of alternatives

a

When the requirements associated with a new-task purchase are changed the second or third time, this is called a ___________ purchase. a) modified rebuy b) continued new-task c) contractual d) straight rebuy e) negotiated rebuy

a

T F One of the most overlooked sources of secondary data is the organization's own accounting records

True

Customer relationship management (CRM) begins its focus on customers with a) communication. b) product. c) distribution. d) information. e) promotion.

a. communication

The amount of money received through wages, rents, investments, pensions, and subsidies is called a) income. b) wealth. c) discretionary income. d) prosperity. e) credit.

a. income

Actions that promote human health and welfare address the _______ dimension of the pyramid of social responsibility. a) philanthropic b) legal c) ethical d) economic e) social

a. philanthropic

When a company is introducing a new brand in a market where it already has one or more brands, which type of product positioning is most likely to be used? a) Positioning to avoid competition b) Head-to-head competition c) Parallel positioning d) Segmented positioning e) Counter positioning

a. positioning to avoid competition

Procompetitive laws are those designed to a) preserve competition. b) protect the consumer. c) ensure product safety. d) reduce competition. e) limit business lobbying of government officials.

a. preserve competition

When Burger King offers 99-cent Whoppers to increase store traffic, it is altering which aspect of the marketing mix? a) Price b) Promotion c) Distribution d) Product e) Target market

a. price

Toyota has developed aluminum car bodies that are 100 percent recyclable and light enough to help conserve fuel. What kind of response is this to environmental forces? a) Proactive b) Competitive c) Reactive d) Inactive e) Controllable

a. proactive

Various stakeholders and _______ determine the acceptable standards of conduct involving ethics. a) the organizations' ethical climate b) the federal government c) various self-regulating bodies d) governmental agencies e) the industry leaders' ethics

a. the organizations' ethical climate

An open aggregate of people with similar social ranking is referred to as a a) reference group. b) social class. c) role. d) caste. e) subculture.

b

If Carrie wants to do some market research about the footwear industry that her company is a part of, but she has limited money and time, she would most likely collect a) sampling units. b) secondary data. c) quota data. d) primary data. e) survey data.

b. secondary data

A physical product you can touch is a(n) a) service. b) good. c) idea. d) concept. e) philosophy.

b. good

Nathan, a marketing manager for Casual Express, a retail clothing store chain, wants to use observation methods to gather information about shopping behavior. Which of the following should Nathan know about observation methods of data collection? a) Observation uses secondary sources of data. b) Observation depends on mall interviews. c) Observation can tell Nirendra what is being done, but not why. d) Observation focuses on open-ended questions. e) Observation works best for telephone surveys.

c. observation can tell Nirendra what is being done, but not why

The sales prediction technique based on the correlation between sales and other factors—such as population density, per capita income, or family size—is a) executive judgment. b) time series analysis. c) regression analysis. d) a market test. e) an expert survey.

c. regression analysis

While developing a company sales forecast at Safeway, Barb Herrington discovered a pattern in sales volume over the past five years. She likely used which sales forecasting technique? a) Surveys b) Executive judgment c) Time series analysis d) Market tests e) Regression analysis

c. time series analysis

Beth Hines is buying furniture for her apartment for the first time. She is spending considerable time and effort comparing the products that different stores offer. Which type of problem-solving process is she using? a) Selective b) Intensive c) Extended d) Shopping e) Routinized

c

Jonathan is torn between buying a new swing set for his kids and buying a new set of Ping golf clubs for himself. Jonathan is experiencing a) attitude formation. b) belief assessment. c) role inconsistency. d) cognitive dissonance. e) personality.

c

What are the two ways governments make purchases? a) Cash or credit b) Contracting previous suppliers and bids c) Bids and negotiated contracts d) Lottery system and contract negotiations e) Request for new purchases and recurring orders

c

The marketing concept is a philosophy that states that an organization should try to satisfy customers' needs and also a) increase market share. b) increase sales. c) achieve the organization's goals. d) produce high-quality products. e) coordinate its activities to increase production.

c. achieve the organization's goals

Companies that market products with similar features, benefits, and prices to the same customer group are known as _________ competitors. a) generic b) product c) brand d) total budget e) monopolistic

c. brand

When a market researcher is using ethnographic techniques, he or she is engaging in a) mail surveys. b) personal interview surveys. c) observation. d) experimentation. e) focus groups.

c. observation

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

d

Baskin Robbins is conducting research on possible new ice cream flavors and products. It is selecting at random 100 males and 100 females in order to collect data. This is an example of ______ sampling. a) nonprobability b) random c) quota d) stratified e) selective

d. stratified

Which of the following is not a dimension of social responsibility and marketing citizenship? a) Economic b) Ethical c) Legal d) Technological e) Philanthropic

d. technological

___________ competitors are the most significant to marketers because buyers see the different products of these firms as direct substitutes for each other. a) Oligopolic b) Total budget c) Generic d) Product e) Brand

e. brand

Which of the following actions is illegal? a) Political officials influencing how much a government agency purchases and from whom. b) Corporate contributions to candidates. c) Corporate contributions to elected officials. d) Political officials helping businesses secure foreign markets. e) Paying political officials not to enforce a particular law.

e. paying political officials not to enforce a particular law

Morris Business Products Co. has established a monthly sales quota of $150,000. This is a(n) a) marketing control process. b) evaluation of actual performance. c) evaluation standard. d) sales analysis. e) performance standard.

e. performance standard

In what type of sampling does every element have a known chance of being selected for study? a) Quota b) Stratified c) Random d) Nonprobability e) Probability

e. probability

Consumer confidence is at a low during periods of a) recession. b) prosperity. c) recovery. d) slowdown. e) depression.

e. recovery

Motorola buys silicone which is used in its chip-making process. Motorola produces microchips for use within a wide variety of products for other firms, such as Ford, GM and Samsung. Motorola is a buyer in a _____ market. a) producer b) government c) reseller d) construction e) institutional

a

What are the four major categories of factors that influence business buying decisions? a) Environmental, organizational, interpersonal, and individual b) Environmental, organizational, psychological, and individual c) Environmental, psychological, individual, and technological d) Technological, organizational, environmental, and interpersonal e) Environmental, organizational, technological, and individual

a

According to the consumer bill of rights, the idea that consumers' interests should receive full and sympathetic consideration in the formulation of government policy is known as the right to a) be heard. b) choose. c) be informed. d) safety. e) listen.

a. be heard

The marketing concept affects

all organizational activities

When, in their information search, consumers focus on communication with friends and relatives, they are utilizing ______ sources. a) internal b) personal c) marketer-dominated d) direct e) organizational

b

Family life cycle is most typically based on a) income. b) geographic location. c) marital status and age of children. d) occupation. e) buying power.

c. marital status and age of children

Deciding to add gel insoles to its running shoes would be a change in the _____ element of the marketing mix for Nike. a) price b) good c) product d) promotion e) distribution

c. product

In the near future, what subculture will become the second largest group in the United States? a) Whites b) African Americans c) Asians d) Hispanics e) Native Americans

d. Hispanics

Marketers often speak of the "controllable" variables in the practice of marketing. Which of the following is not considered one of the controlled variables? a) Product b) Price c) Distribution d) Competition e) Promotion

d. competition

The Gap wants to target an older crowd in order to increase its market share so it surveys men and women from ages 40 to 60 about how often and for what type of activities they wear casual clothing. This is an example of a) reliability. b) exploratory research. c) probability sampling. d) descriptive research. e) experimental research.

d. descriptive research

Amanda believes that the corporate culture at her company is best conveyed in informal ways. What are some informal ways that corporate culture is most likely to be expressed? a) Codes of conduct and ethics officers b) Memos and cultural manuals c) Work habits and dress codes d) Extracurricular activities and work habits e) Ceremonies and anecdotes

d. extracurricular activities and work habits

A person's buying power is a function of a) disposable income. b) past income, natural resources, and financial resources. c) wages, rents, and investments. d) income, wealth, and credit. e) discretionary income.

d. income, wealth, and credit

The employees of Zingerman's Deli are its ______ customers. a) external b) extended c) intended d) internal e) domestic

d. internal

Why are marketers interested in consumers' levels of disposable income? a) It accurately predicts future buying power. b) It increases current buying power. c) It is what is left after taxes and savings to buy luxuries with. d) It is a ready source of buying power. e) It is essential for forecasting future business trends.

d. it is a ready source of buying power

Which of the following products is most likely to have its market segment based on age? a) Bass shoes b) Lipton Iced Tea c) Bic pens d) Legos e) Carpet

d. legos

Which of the following sales forecasting techniques would generally be most suitable for estimating sales of a new product? a) Executive judgment b) Customer surveys c) Time series analysis d) Market tests e) Regression methods

d. market tests

When Campbell's introduced a line of low-sodium soups in response to customer demand, it was following which one of the following philosophies? a) Selling concept b) Production concept c) Customer concept d) Marketing concept e) Retailing concept

d. marketing concept

Computer software that aids marketing managers in decision making by helping them anticipate the effect of certain decisions is known as a a) database. b) marketing research system. c) marketing information system. d) marketing decision support system. e) single-source system.

d. marketing decision support system

Safeway Food Stores is involved in identifying and analyzing a target market. The firm then develops a marketing mix to satisfy individuals in that market to gain long-term competitive advantages. Based on this example, Safeway is creating a a) corporate strategy. b) target design. c) mix strategy. d) marketing strategy. e) marketing tactic.

d. marketing strategy

Cameras, counting machines, and scanners are used most often in a) surveys. b) secondary data gathering. c) field settings. d) observation. e) experimentation.

d. observation

Research that allows marketers to make causal inferences about relationships is called a) variable research. b) relationality. c) exploratory research. d) linkage research. e) experimental research.

e. experimental research

Because of its highly efficient and low-cost distribution system, Walmart has a _________ advantage over Kmart. a) nonsustainable competitive b) sustainable marketing c) sustainable control d) sustainable implementation e) sustainable competitive

e. sustainable competitive

An organization's business goals should be derived from its a) mission statement. b) strategic plan. c) strategic business plan. d) marketing plan. e) marketing strategy.

a. mission statement

Assuming that inflation is low, high buying power characterizes the _____ stage of the business cycle. a) prosperity b) depression c) recovery d) succession e) recession

a. prosperity

Psychological influences that determine where a person purchases products on a regular basis are called a) convenience responses. b) patronage motives. c) shopping motives. d) pattern responses. e) routine decisions.

b

Employees, customers, communities, and investors are all considered ______ in relation to marketing. a) responsibilities b) stakeholders c) shareholders d) constituents e) owners

b. stakeholders

The FTC can issue a cease-and-desist order, which is an injunction to a) report to the FTC immediately. b) stop doing whatever caused the complaint. c) appear before the courts. d) pay for damages caused by negligence of the firm. e) close down the firm until further notice.

b. stop doing whatever caused the complaint

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

c. a hypothesis

In marketing research, a sample is best described as a) a small group that is a part of a larger group. b) all the elements, units, or individuals of interest to researchers for a specific study. c) a limited number of units chosen to represent the characteristics of a total population. d) a group that shares a common attribute within a population. e) a small portion of a product offered to customers to try a new product.

c. a limited number of units chosen to represent the characteristics of a total population

For marketing implementation to be successful, the needs of _________ customers must be met. a) external b) internal c) both internal and external d) planned e) both planned and realized

c. both internal and external

Target's Take Charge of Education program donates 1 percent of a customer's total purchase to the school of his or her choice. What social responsibility issue does this program address? a) Consumerism b) Marketing ethics c) Community relations d) The natural environment e) Promotion

c. community relations

The maximum percentage of market potential that an individual firm can expect to obtain for a specific product is the a) sales forecast. b) market potential. c) company sales potential. d) company sales objective. e) market share goal.

c. company sales potential

In a buying center, purchasing agents or purchasing managers are also known as a) gatekeepers. b) deciders. c) buyers. d) users. e) influencers.

c

In the process of perception, individuals receive sensations through sight, sound, taste, smell, and hearing. These sensations are called a) selective inputs. b) olfactory receptors. c) information inputs. d) perceptual motives. e) psychological influences.

c

Individuals and business organizations that purchase products for the purpose of making a profit either by using the products to produce other products or by using them in their operations are classified as ___________ markets. a) consumer b) institutional c) producer d) government e) reseller

c

Inelastic demand simply means that a) buyers will not make a modified rebuy purchase. b) demand depends on how many items are purchased. c) a price increase or decrease will not significantly change the demand for an item. d) when price goes up, demand goes down. e) when supply is reduced, the price will increase.

c

Jenny plans to buy a new swimsuit for her spring break cruise. She has not seen this year's styles and thus will do some comparison shopping before making a purchase decision. Jenny is engaging in a) routinized response behavior. b) extended problem solving. c) limited problem solving. d) impulse buying. e) intensive problem solving.

c

Melanie prefers to shop at Target for most of her household needs even though the same products and brands are available at KMart. She prefers the service, location, and friendliness of the employees at Target. Melanie's reasons that influence her decision to shop at Target are called a) social needs. b) learning processes. c) patronage motives. d) product attitudes. e) retailer attitudes.

c

Most business buying decisions are made by a) one person. b) a team of purchasing agents. c) a firm's buying center. d) inventory control personnel. e) the sales force.

c

Most business purchases can be classified as belonging to one of three types: a) delinquent, repetitive, or delivered. b) repetitive, new-task, or modified rebuy. c) modified rebuy, new-task, or straight rebuy. d) delinquent, new-task, or reciprocal. e) rebuy, reciprocal, or delayed.

c

Borders Books uses technology to help them identify specific customers, establish interactive dialogues with them to learn about their needs, and combine this information with their purchase histories to customize products to meet those needs. Borders Books is using the _____ approach. a) target market positioning b) SWOT analysis c) customer relationship management d) total quality management e) internal marketing

c. customer relationship management

Using information about customers to create marketing strategies that develop and sustain desirable long-term customer relationships is known as a) computer resource management. b) customer resource management. c) customer relationship management. d) customer research management. e) e-marketing.

c. customer relatonship management

Which of the following is true with respect to buyers in business markets? a) Business buyers always act rationally when making purchases for their company. b) Business customers tend to be less informed about the products they purchase than consumer buyers. c) Business customers demand detailed information about a product's quality, features, or technical specifications. d) Business customers are no different than buyers in consumer markets. e) Business customers tend to buy products from their friends and contacts with business suppliers.

c

Which one of the following is most likely to be a product for which both the purchasing decision and the brand decision are strongly influenced by reference groups? a) Canned peaches b) Instant coffee c) Jeans d) Furniture e) Soap

c

If a family spends $2,000 a month on goods and services, how much of that $2,000 goes for marketing activities? a) $2,000 b) $1,500 c) $1,000 d) $500 e) $0

c. $1,000

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

c. descriptive

After a firm has identified an appropriate targeting strategy, the next step in the target market selection process is a) determining the demographic variables of the target market. b) developing market segment profiles. c) determining which segmentation variables to use. d) selecting specific target markets. e) evaluating relevant market segments.

c. determining which segmentation variables to use

Volkswagen markets its Routan to large families, its R32 racecar to men, and its Jetta to young singles. What targeting approach is Volkswagen using? a) Concentrated b) Strategic c) Differentiated d) Undifferentiated e) Multisegmented

c. differentiated

Changing the hours of operation for a service business involves the _____ component of the marketing mix. a) product b) price c) distribution d) promotion e) marketing concept

c. distribution

Consumers buying products online have dramatically affected the ___________ variable of the marketing mix. a) product b) price c) distribution d) research e) promotion

c. distribution

Meredith knows that whether she decides to interact with her customers in person, on the telephone, online, or by fax, that ________ should ultimately drive the marketing strategy. a) marketing research b) polite responsiveness c) her customers d) product availability e) company goals

c. her customers

A market in which a large proportion of customers have similar needs for a product is called a(n) _____ market. a) undifferentiated b) heterogeneous c) homogenous d) differentiated e) concentrated

c. homogeneous

Jose and Teresa are searching for a new cellular phone. They will most likely engage in which one of the following forms of problem solving? a) Extended problem solving b) Limited problem solving c) Impulse buying d) Routinized response behavior e) Intensive response behavior

a

When an organization attempts to control its marketing activities, it may find it difficult to a) determine their effect on sales volume. b) use the information it collects. c) obtain the necessary information. d) get the accounting department to cooperate. e) develop a marketing plan.

c. obtain the necessary information

According to the marketing concept, an organization should try to a) consider short-run objectives and cash flow needs before developing new products. b) define its business as "making a product." c) provide products that satisfy customers' needs and allow the organization to achieve its goals. d) put most of its emphasis on marketing activities and be less concerned with finance, accounting, and personnel. e) view selling activities as the major means of increasing profits.

c. provide products that satisfy customers' needs and allow the organization to achieve its goals

Although marketing theory supports the contrary, it is more probable that marketing budgets will be cut during periods of economic a) recovery. b) prosperity. c) recession. d) uncertainty. e) expansion.

c. recession

Consumer confidence and willingness to spend begins to increase during periods of _____, and marketers must remain very flexible to make the necessary adjustments. a) depression b) prosperity c) recovery d) growth e) recession

c. recovery

Guess? will be spending $22 million on marketing activities next year and expects to sell 30 million pairs of jeans. These 30 million pairs represent the company's a) sales potential. b) market potential. c) sales forecast. d) market sales. e) selected market.

c. sales forecast

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

customers

When research indicated that Bluetooth's products were not reaching the correct target market, marketers of Bluetooth decided to change from demographic segmentation to psychographic segmentation. Which group of new segmentation variables will Bluetooth now be using? a) Geographic location of customers b) Age, sex, and socioeconomic characteristics c) Social class variables d) Personality characteristics, motives, and lifestyles e) Family life cycle, social class, and religion

d. personality characteristics, motives, and lifestyles

A business that contributes resources to the community to improve the quality of life is taking on a(n) ___________ responsibility. a) ethical b) legal c) cost d) philanthropic e) economic

d. philanthropic

According to Maslow's hierarchy of needs, a) individuals simultaneously try to satisfy all five levels of needs. b) self-actualization needs are the most important needs to be met for most individuals. c) individuals first address needs at the top of the pyramid and then move down to the lower level needs. d) levels of needs are different for everyone, and we all try to satisfy them in a different order. e) individuals first satisfy the most basic needs and then try to fulfill needs at the next level up.

e

Marketers often provide consumers with experience to their products, including free samples and trial offers, to facilitate consumer a) patronage motives. b) attitudes. c) perception. d) distortion. e) learning.

e

The forces that other people exert on one's buying behavior are called social influences. These come from reference groups and opinion leaders, social classes, culture and subcultures, roles, and a) ethnic heritage. b) personality. c) attitudes. d) perception. e) family.

e

The group of people within a business who are involved in making business buying decisions is referred to as a) the new-task team. b) negotiators. c) purchasing agents. d) deciders. e) the buying center.

e

The third stage in the business buying decision process is to a) evaluate product specifications to solve the problem. b) evaluate products relative to specifications. c) select and order the most appropriate product. d) evaluate product and supplier performance. e) search for products and suppliers.

e

Which of the following statements about business buying is false? a) Business marketers prefer not to sell to customers who place small orders. b) Business marketers must often sell their products in large quantities to make profits. c) Most business purchases are made by committee. d) Business purchases are usually made on the basis of contracts. e) Orders in business markets tend to be smaller than those placed in consumer markets.

e

Marketing managers can take each of the following corrective actions for reducing a discrepancy between established performance standards and actual performance except a) improving actual performance. b) reducing the performance standard. c) totally changing the performance standard. d) changing the marketing strategy. e) coordinating a new step in performance analysis.

e. coordinating a new step in performance analysis

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

e. demographic, geographic, psychographic, and behavioristic

In ___________ sampling, there is no way to calculate the likelihood that a specific element of the population being studied will be chosen. a) population b) random c) stratified d) probability e) nonprobability

e. nonprobability

As a firm fulfills its basic economic responsibilities, it must simultaneously a) treat its employees equitably. b) follow a code of business ethics. c) utilize green marketing techniques. d) have a philanthropic focus. e) obey laws and regulations.

e. obey laws and regulations

Which of the following survey methods has the potential to offer quick response at a lower cost than traditional mail and telephone surveys? a) Total population surveys b) In-home (door-to-door) interviews c) Focus-group interviews d) Personal interview surveys e) Online surveys

e. online surveys

A systematic process of assessing opportunities and resources, determining marketing objectives, and developing a marketing strategy and plans for implementation and control describes which of the following marketing management activities? a) Strategic planning b) Marketing control c) Implementation d) Organizing e) Planning

e. planning

Approximately what percentage of civilian workers in the United States performs marketing activities? a) 25 to 33 percent b) 81 to 92 percent c) 42 to 50 percent d) 64 to 76 percent e) 10 to 20 percent

A. 25 to 33 percent

T F The first sign of a problem is usually a departure from some normal function, such as a failure to attain objectives.

True

T F The four fundamental survey methods used to obtain data in marketing research are telephone surveys, mail surveys, online surveys, and personal interviews.

True

T F Experimental research is used to make tentative hypotheses more specific.

False

T F Exploratory research is concerned with identifying the characteristics of markets or categorizing market activities.

False

Children often achieve ______ by observing parents and older siblings in purchase situations and then through their own purchase experiences. a) consumer socialization b) personality c) role identification d) social class e) attitude formation

a

__________ competitors provide very different products that satisfy the same basic customer need. a) Brand b) Generic c) Total budget d) Product e) Marketing

b. generic

All of the following describe the demand for business products except a) elastic. b) derived. c) joint. d) inelastic. e) fluctuating.

A

Which of the following best characterizes the forces of the marketing environment? a) The forces are relatively stable over time and are interrelated with one another. b) There are few overlapping aspects of these forces; therefore, a change in one is unlikely to result in a change in another. c) The various forces ensure that the marketing environment will remain fairly certain in the future. d) These forces change dramatically over time, but a change in one force is unlikely to impact another force. e) The forces change dramatically and quickly, and a change in one force is likely to affect the other forces.

e. the forces change dramatically and quickly, and a change in one force is likely yo affect the other forces

The most important reason that a firm might use a sales force forecasting survey to determine its sales forecast is a) salespeople are generally optimistic about the future and will provide excellent forecast targets. b) most salespeople tend to have a pessimistic outlook, which is more likely to result in an achievable sales forecast. c) this tends to be the fastest way to determine a good sales forecast for the upcoming period. d) the averaging and other statistical techniques applied to these forecasts result in extremely accurate numbers. e) the sales staff is closer to the actual customers on a regular basis than anyone else in the organization.

e. the sales staff is closer to the actual customers on a regular basis than anyone else in the organization

T F Observation may be used in combination with interviewing.

True

Marketers who attempt to use reference-group influence in advertisements are most likely to succeed when messages indicate that a) people in a specific group buy the product and are highly satisfied by it. b) reference groups should be of little concern to the consumer. c) reference groups are "in" and everyone should belong to at least one. d) all products and brands are influenced by reference groups. e) people in a specific group have tried the product and dislike it.

a

Product specifications are a) physical characteristics and level of quality. b) types of services that are provided with the product. c) financing available for the product. d) types of competitors offering similar products. e) product return policies.

a

Purchasers who intend to use or benefit from the purchased product and do not buy products for business purposes are called the a) ultimate consumers. b) end-use consumption group. c) business market. d) household purchasing group. e) organizational market.

a

Retailers like Target and Kmart are considered to be members of which business market? a) Reseller b) Customer c) Producer d) Institutional e) Services

a

Who of the following is a famous consumer activist? a) Ralph Nader b) Jack Williams c) Ross Perot d) Abraham Maslow e) Adam Smith

a. Ralph Nader

Which of the following companies is the best example of a service marketer? a) FedEx b) Sony c) Abercrombie & Fitch d) The Democratic Party e) General Electric

a. Sony

Which of the following firms would be most likely to have a monopoly for its competitive environment? a) TimeWarner Cable TV b) Mitchell Trucking c) Continental Airlines d) Rogers Plumbing e) Chemlawn Lawn Care

a. TimeWarner Cable TV

A widely used system for classifying individuals on the basis of lifestyle is a) VALS. b) PRIZM. c) CMSA. d) LIFO. e) Prospect Zone

a. VALS

When a purchasing agent for Intel is offered a bribe by a silicon manufacturer salesperson, a) a promotion-related ethical issue has been created. b) the purchasing agent is free to accept the bribe without consequences. c) an ethical issue primarily related to the pricing of products exists. d) there is an ethical dilemma for the purchasing agent that is product related. e) no ethical issue exists under these circumstances.

a. a promotion-related ethical issue has been created

Kelsey thinks she will be able to get the highest quality of responses concerning the product features most sought by consumers through personal interviews. She decides to conduct her interviews at _____ because this is the most common location for personal interviews. a) a shopping mall b) the respondent's home c) the interviewer's home d) the company's offices e) a city park

a. a shopping mall

Marketers primarily focus their environmental analysis on ____ competitors. a) brand b) product c) total budget d) generic e) monopolistic

a. brand

The manager at a local recreational vehicle store, Off-Road Rage, believes the next two years will be difficult because of an economic recession. Using this forecast, he determines the effect on the industry's market potential and then estimates how his company's potential sales will look based on this outlook. This manager is using a _________ approach to estimating sales potential. a) breakdown b) recessionary c) buildup d) pyramid e) dimensional

a. breakdown

The ability to purchase a product is a function of a) buying power. b) desire. c) willingness. d) authority. e) needs.

a. buying power

At Mrs. Fill's Cookie Co., top-level managers delegate very little authority to lower-level employees. Mrs. Fill's is a(n) ___________ organization. a) centralized b) decentralized c) empowered d) marketing-oriented e) total quality management

a. centralized

Interior Designs Inc. sells expensive custom-made draperies, bedding, and accessories using a single marketing mix and is therefore most likely using a(n) _____ targeting strategy. a) concentrated b) differentiated c) exclusive d) focused e) undifferentiated

a. concentrated

What focuses on using information about customers to create marketing strategies that develop and sustain desirable customer relationships? a) Customer relationship management b) Electronic data interchange c) Business-to-consumer marketing d) Strategic partnerships e) The marketing concept

a. customer relationship management

McDonald's uses a segmentation strategy for its sandwiches based on market characteristics such as age, gender, or income. Which of the following segmentation variables is McDonald's using? a) Demographic b) Geographic c) Psychographic d) Product-related e) Education

a. demographic

Many health care companies are making adaptations to meet the needs of an aging population as the demand for medical services and products such as diabetes supplies increases. This change in marketing strategy is best explained by a change in a) demographics. b) cultural values. c) income levels. d) consumerism. e) subcultures.

a. demographics

A targeting strategy in which an organization directs its marketing efforts at several segments is called a(n) ___________ targeting strategy. a) differentiated b) total market c) concentrated d) undifferentiated e) integrated

a. differentiated

Population density and city size are _______ variables used for market segmentation. a) geographic b) demographic c) psychographic d) environmental e) geodemographic

a. geographic

To maintain the control needed to obtain accurate information, marketers approach marketing research as a process. Which of the following steps of that process focuses on uncovering the nature and boundaries of the marketing situation to be studied? a) Locating and defining problems b) Designing the project c) Collecting data d) Interpreting findings e) Reporting findings

a. locating and defining problems

Individuals, groups, or organizations with one or more similar characteristics that cause them to have similar product needs are classified as a) market segments. b) heterogeneous markets. c) concentrated markets. d) demographic segments. e) strategic segments.

a. market segments

The process of putting marketing strategies into action is called a) marketing implementation. b) marketing control. c) marketing action. d) marketing auditing. e) the marketing action plan.

a. marketing implementation

For most firms, the costs of marketing activities consume approximately what portion of the consumer's dollar? a) One-half b) One-fifth c) One-fourth d) One-third e) One-sixth

a. one-half

An item on the University Book Store's survey asks respondents to tell the store, in their own words, what they like least about textbook shopping. This item would be an example of a(n) ___________ question. a) open-ended b) dichotomous c) forced-sum-choice d) multiple-choice e) limited-choice

a. open-ended

A marketing manager decides what combination of variables is needed to satisfy customers' needs for a general type of product. What are the essential variables that the marketing manager combines? a) Product, price, distribution, and promotion variables b) Marketing environment variables c) Product and promotion variables d) Product, price, and customer variables e) Product, price, customer, and promotion variables

a. product, price, distribution, and promotion variables

When researchers divide the population of interest in a study into groups and then arbitrarily choose participants from each group, they are using a) quota sampling. b) selective surveying. c) random sampling. d) stratified sampling. e) researcher samples.

a. quota sampling

Marketers who view political forces as being beyond their control are taking a ___________ response toward these forces. a) reactive b) aggressive c) proactive d) competitive e) liberal

a. reactive

Students from marketing research class collect data from three areas on campus. When they analyze their data the responses are very similar. The students can state they achieved which of the following? a) reliability b) causal relationships c) validity d) sampling e) measurability

a. reliability

Avon's Breast Cancer Awareness Crusade, which has raised nearly $400 million for community-based breast cancer education and early detection services, illustrates the positive consequences of a) social responsibility. b) corporate benevolence. c) green marketing. d) legal responsibility. e) economic responsibility

a. social responisibility

If Hefty Bags expresses concern that its products are having too great an impact on the pollution of ground water under landfills, this concern is directly related to the firm's a) social responsibility. b) marketing concept. c) profitability. d) ethics. e) distribution system.

a. social responsibility

According to the text, ___________ interpretation focuses on what is typical or what deviates from the average. a) statistical b) descriptive c) exploratory d) secondary e) primary

a. statistical

During the search for products and evaluating possible suppliers stage of the business buying decision process, marketers sometimes use _________ analysis to examine the quality, design, materials, and possibly item reduction in order to acquire the product in the most cost-effective way. a) cost b) value c) profit d) strategic e) SWOT

b

Evaluative criteria for brands within the consideration set are both a) selective and expansive. b) objective and subjective. c) internal and external. d) extended and routinized. e) perceptive and selective.

b

Extended problem solving is the type of consumer problem-solving process that a) involves no conscious planning but rather a powerful and persistent urge to buy something. b) is the most complex problem-solving behavior, which comes into play when a purchase involves unfamiliar, expensive, or infrequently bought products. c) requires a moderate amount of time for information gathering and search. d) is the creation and maintenance of a collection of products that satisfy a person's needs and wants. e) requires very little search-and-decision effort and is practiced when buying low-cost and frequently purchased products.

b

Which of the following consumer problem-solving processes will probably be used in purchasing toothpaste? a) Extended problem solving b) Routinized response behavior c) Intensive problem solving d) Limited problem solving e) Perceptual scanning

b

You are in the market for a new car and believe there are more car ads than usual on TV. Perhaps the need you have is driving which of the following phenomena? a) perception. b) selective exposure. c) selective distortion. d) cognitive dissonance. e) selective retention.

b

_________ is(are) a major threat to the sales success of jointly demanded products. a) Price changes b) Shortages c) Economic instability d) Inventory buildup e) Proliferation of brands

b

___________ analysis is a systematic evaluation of current and potential suppliers that focuses on many dimensions including price, product quality, delivery service, product dependability, and overall company reliability. a) Value b) Vendor c) Buying center d) Strategic e) Cost

b

___________ are situational influences that include the characteristics and interactions of others who are present when a purchase decision is being made, such as friends, relatives, and salespeople. a) Physical surroundings b) Social surroundings c) Purchase reasons d) Buyer's momentary mood and condition e) Pressures created by time factors

b

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

b. are examples of symptoms that point to larger problems

According to the text, which of the following is not one of the factors that influence the ethical decision-making processes in a marketing organization? a) Organizational culture b) Attitudes toward religion c) Opportunity d) Individual factors e) Organizational pressure

b. attitudes toward religion

Variables such as geographic location, type of organization, customer size, and type of product usage are used to segment ___________ markets. a) consumer b) business c) government d) international e) most target

b. business

The reputation and well-known brand name of Rolex watches represents a ________ for Rolex. a) competitive advantage b) core competency c) market opportunity d) strategic window e) pricing strategy

b. core competency

A set of values, beliefs, goals, norms, and rituals shared by members of an organization is called a) organizational factors. b) corporate culture. c) codes of conduct. d) ethical environment. e) company ethos.

b. corporate culture

A firm's unique symbols, personalities, and philosophies comprise its a) corporate persona. b) corporate identity. c) corporate character. d) CEO's identity. e) ethics.

b. corporate identity

Resource deployment and coordination of functional areas of business are determined by a) the mission statement. b) corporate strategy. c) business-unit strategy. d) marketing strategy. e) the marketing mix.

b. corporate strategy

Many well-known restaurants and corporations are changing to a completely smoke-free environment, and fewer restaurants offer smoking and nonsmoking sections. These firms are responding to changes in a) federal law. b) cultural values. c) demographics. d) consumerism. e) technological forces.

b. cultural views

Several conditions must exist for market segmentation to be successful. These conditions include all of the following except a) the total market should be divided so that segments can be compared on sales potential, costs, and profits. b) customers' needs for the product must be homogeneous. c) the company must be able to reach the chosen segment with a particular marketing mix. d) segments must be identifiable and divisible. e) at least one segment must have enough profit potential to justify developing and maintaining a special marketing mix for that segment.

b. customers' needs for the product must be homogeneous

American Flooring sells all types of floor coverings to contractors and other businesses. It keeps a collection of information about all of its clients that can be easily accessed on the company's computer system. This collection of information is called a a) marketing information system. b) database. c) management information system. d) single-source data. e) marketing decision support system.

b. database

Which category of income are marketers most interested in? a) Wealth b) Disposable income c) Discretionary income d) Total income e) Extra income

b. disposable income

Which of the following is an advantage that self-regulatory agencies such as the BBB and the NARB have over governmental laws and regulatory agencies? a) Firms must strictly abide by the rulings of self-regulatory agencies. b) Establishment and implementation are usually less expensive. c) They have better tools to enforce their rulings. d) Guidelines are often stricter and create greater compliance from firms. e) Money is very rarely an issue in enforcing decisions of self-regulatory agencies.

b. establishment and implementation of self-regulatory agencies

Intuition and expediency are primary characteristics of which of the following sales forecasting methods? a) Surveys b) Executive judgment c) Cycle analysis d) Market tests e) Industry indicators

b. executive judgment

What is the main problem with using a market test as a forecasting tool? a) Difficult to interpret b) Expensive c) Inaccurate d) Unacceptable to consumers e) Overused

b. expensive

If you were to choose a sample with which to study the market for preschool toys in Illinois, the population would logically be defined as all a) children in Illinois. b) families in Illinois that have or are expecting preschool children. c) people in Illinois. d) preschools in Illinois. e) preschool children in Illinois.

b. families in Illinois that have or are expecting preschool children

If Staples believes that most of its sales are to businesses rather than consumers and that women are more likely to be making purchasing decisions, this would be a(n) ______ that Staples could test through marketing research. a) description b) hypothesis c) explanation d) sample e) experiment

b. hypothesis

Mothers Against Drunk Driving (MADD) is a group that works to change attitudes and laws about driving under the influence of alcohol. MADD primarily markets a) goods. b) ideas. c) services. d) political figures. e) applications.

b. ideas

In essence, all organizations have two types of strategy: ___________ is the strategy that the organization decides on during the planning phase, and ___________ is the strategy that actually takes place. a) planned strategy; realized strategy b) intended strategy; realized strategy c) intended strategy; implemented strategy d) planned strategy; implemented strategy e) realized strategy; implemented strategy

b. intended strategy; realized strategy

The two basic types of sampling that marketing researchers use are a) random and nonrandom. b) probability and nonprobability. c) stratified and quota. d) even and odd. e) planned and spontaneous.

b. probability and nonprobability

Synergy Tech has a program that offers consumers money back for their old Synergy computers so that the materials used to make the computer can be retained within a closed system. Which of the primary environmental goals does Synergy's program address? a) Eliminate the concept of waste. b) Reinvent the concept of a product. c) Make environmentalism profitable. d) Make prices reflect the cost. e) Create fewer durable goods

b. reinvent the concept of a product

Today, establishing long-term, mutually beneficial arrangements in which both the buyer and seller focus on value enhancement through the creation of more satisfying exchanges is known as a) marketing synthesis. b) relationship marketing. c) a marketing orientation. d) the marketing concept. e) strategic marketing.

b. relationship marketing

U.S. Electric, the maker of a highly innovative xenon light bulb, finds that it has excess inventory. The firm increases its advertising budget by 50 percent and doubles its sales staff. This company is operating as if it were in which of the following orientations? a) Production b) Sales c) Market d) Customer e) Societal

b. sales

In the context of marketing, cannibalization means a) one company eating up another company's market share. b) sales of a new product hurts sales of the company's existing products. c) a product is past its prime and should be deleted from the product mix. d) a company illegally uses copyrights and patents from another company. e) sales of a new product may exceed sales of an older, more established product.

b. sales of a new product hurts sales of the company's existing products

When working as a summer intern for a local retail store, Jan Halverson was sent to the library to look up data on population forecasts for the city of San Antonio. The population information she found would be considered a) primary data. b) secondary data. c) information data from syndicated research services. d) secondhand data. e) a primary database.

b. secondary data

The Children's Online Privacy Protection Act prohibits websites and Internet providers from a) selling products to children under the age of 18 b) seeking personal information from children under the age of 13 c) selling products to children under the age of 12 d) doing research about the buying habits of children under 15 e) selling products to children under the age of 15

b. seeking personal information for children under the age of 13

The strength of a person's "buying power" depends on economic conditions and a) level of income. b) size of resources that can be traded in an exchange. c) how much a consumer will buy. d) a consumer's spending pattern. e) levels of median wealth.

b. size of resources that can be traded in an exchange

Assume that Verizon Wireless is interested in studying the pricing expectations of its customers. If the study calls for selecting at random 100 people from each of three age groupings, ___________ sampling is being used. a) random b) stratified c) quota d) area e) experimental

b. stratified

Which of the following is a probability sampling technique used to reduce errors within random sampling? a) Quota b) Stratified c) Nonprobability d) Cluster e) Snowball

b. stratified

A competitive advantage that cannot be readily copied by the competition is referred to as a(n) __________ advantage. a) controllable b) sustainable c) noncopyable d) effective e) implementable

b. sustainable

Marketing managers at Consolidated Equipment Corporation are involved in establishing marketing performance standards, evaluating performance, and reducing the differences between actual and desired performance. These marketing managers are engaged in a) the systems design process. b) the marketing control process. c) marketing systems design. d) the marketing audit. e) marketing evaluation.

b. the marketing control process

StarKist Tuna announced a dolphin-safe policy and stopped buying tuna from fishing vessels that net dolphins. This decision indicates a response to concerns about a) target market selection. b) the marketing environment. c) the reduction of marketing costs. d) marketing mix decisions. e) efficiency in marketing activities.

b. the marketing environment

Distribution, price, promotion, and product are all elements of a) marketing strategy. b) the marketing mix. c) a target market. d) a consumer good. e) a business strategy.

b. the marketing mix

Companies that compete for the same limited financial resources of the same customers are known as _________ competitors. a) oligopolic b) total budget c) generic d) product e) brand

b. total budget

Alli segments its diet pills based on those who have morning cravings, those who tend to overeat near the end of the day, those who need all day long appetite suppression, and those who want appetite control and more energy. This is an example of market segmentation based on variables of a) demographics. b) lifestyles. c) psychographics. d) behavior. e) personality characteristics.

behavior

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

c

People's needs to grow, develop, and achieve their full potential are referred to by Maslow as ______ needs. a) ego b) esteem c) self-actualization d) social e) safety

c

The recently created Department of Homeland Defense is a member of the _____ market. a) regulatory b) reseller c) government d) producer e) institutional

c

Price discrimination is prohibited by the ___________ Act. a) Sherman b) Wheeler-Lee c) Robinson-Patman d) Celler-Kefauver e) Consumer Goods Pricing

c. Robinson-Patman

The division of a market according to what benefits consumers want from the product is called ______ segmentation. a) behavioristic b) product usage c) benefit d) end-purpose e) advantage

c. benefit

When more information is needed about a problem and a tentative hypothesis needs to be made more specific, marketers usually conduct _________ research. a) descriptive b) experimental c) exploratory d) analytical statistical e) conclusive

c. exploratory

Avon believes that sales of one of its lipstick lines have fallen due to the introduction of a new lipstick line, but it wants to make this tentative hypothesis more specific before proceeding. Avon should conduct a) experimental research. b) hypothesis testing. c) exploratory research. d) conclusive research. e) descriptive research.

c. exploratory research

Which of the following are the most frequently sentenced organizational crimes? a) False advertising and price discrimination b) Price discrimination and fraud c) Fraud and antitrust violations d) Price fixing and antitrust violations e) Fraud and price fixing

c. fraud and antitrust violations

Carlos was given the task of conducting a research project for his firm and proceeds with the following steps: he asks questions to determine the research topic, conducts a telephone survey, writes a report describing the survey results, and gives that report to his boss. Which step of the marketing research process has Carlos omitted? a) Collecting data b) Defining and locating problems c) Interpreting research d) Designing the research project e) Reporting research findings

c. interpreting research

Ethical choices in business situations are most often made a) by top managers. b) by front-line employees. c) jointly in work groups and committees. d) in consultation with family, friends, and coworkers. e) individually.

c. jointly in work groups and committees

Customer costs include anything the buyer must give up in order to obtain the benefits the product provides. The most obvious customer cost is a) risk. b) time. c) monetary price. d) effort. e) availability.

c. monetary price

Consumer protection legislation deals with all of the following legal concerns except a) consumer safety. b) sale of hazardous products. c) monopolistic practices. d) information disclosure. e) health claims on food packages.

c. monopolistic practices

Characteristics of individuals, groups, or organizations that are used for dividing a total market into smaller homogeneous groups are called ___________ variables. a) marketing b) classification c) segmentation d) stratification e) dividing

c. segmentation

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

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

All of the following are marketer-dominated sources of information except a) salespeople. b) advertising. c) packaging. d) friends. e) displays.

d

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

d

The student senate at your university has been asked to give input on the purchase of new computers for campus computer labs. In this instance, the student senate would be acting as a(n) ______. a) buyer. b) gatekeeper. c) user. d) influencer. e) decider.

d

What consumer research method consists of a series of adjectives, phrases, or sentences regarding an object, with subjects indicating the intensity of their feelings toward this object by reacting to these adjectives, phrases, or sentences? a) Projective specification b) Patronage clarification c) Group interview d) Attitude scale e) Depth interview

d

When a business is making its initial purchase of an item to be used to perform a new job, it is known as a _________ purchase. a) straight rebuy b) reciprocal c) delayed d) new-task e) modified rebuy

d

When certain consumer products are in high demand, producers might buy extra materials and equipment and when demand subsides, producers will cut back on their material purchases. This describes _____ demand. a) joint b) inelastic c) consumer d) fluctuating e) derived

d

In today's market environment, you might pay $15 for a CD by your favorite musical artist. Approximately how much of that price goes to activities related to marketing (promotion, distribution, profit margins)? a) $1.70 b) $3.40 c) $5.10 d) $7.50 e) $12.75

d. $7.50

After determining that consumers had concerns about fat and carbohydrates, Sardino's Pizza began offering a low-fat, low-carb pizza product. The creation of this new product was the result of a) a competitive advantage. b) a well-defined mission statement. c) good strategic planning. d) a market opportunity. e) opportunistic behavior.

d. a market opportunity

A targeting strategy in which an organization targets a single market segment using one marketing mix is called a(n) _____ strategy. a) selective b) focused c) differentiated d) concentrated e) undifferentiated

d. concentrated

If Jaguar focused all its marketing efforts for the new Jaguar XKR on professionals earning more than $250,000, it would be using a(n) ___________ strategy. a) homogeneous b) undifferentiated c) multisegmented d) concentrated e) stratified

d. concentrated

Identifying and analyzing a target market and developing a marketing mix to satisfy individuals in that market are essential elements of which of the following parts of strategic planning? a) Establishing marketing objectives b) Coordinating marketing activities c) Organizing marketing functions d) Developing a marketing strategy e) Planning marketing activities

d. developing a marketing strategy

___________ competitors are those that compete in the same product class, but their products have different features, benefits, and prices. a) Total budget b) Generic c) Brand d) Product e) Price

d. product

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

d. reporting research findings

The final step in the marketing research process is a) interpreting research findings. b) making sure the marketing research was conducted in an ethical manner. c) putting the results into a written document that is technical and written in formal language. d) reporting the research findings. e) deciding what the next research project should investigate.

d. reporting the research findings

From the 1920s to the 1950s, demand for manufactured goods decreased, leading to the ______ orientation. a) production b) market c) revolutionary d) sales e) reduction

d. sales

Which of the following products is most likely to be marketed, using an undifferentiated approach? a) bicycle b) computer c) notebook d) seasoning salt e) oscillating fan

d. seasoning salt

In its advertisements for Bud Light beer, Anheuser-Busch has decided to include a statement saying "Know when to say when." This is an example of which one of the following types of regulatory forces affecting marketing efforts? a) Federal regulation b) State regulation c) City regulation d) Self-regulation e) Social regulation

d. self-regulation

Which of the following statements about self-regulatory programs is false? a) Self-regulatory programs are usually less expensive than governmental regulatory programs. b) Self-regulatory programs' guidelines generally are more realistic and operational. c) Nongovernmental self-regulatory programs have neither the tools nor the authority to enforce guidelines. d) Self-regulatory guidelines generally are stricter than governmental regulatory programs. e) When a trade association sets up industry guidelines, some firms that are in the industry but not in the trade association do not follow the guidelines.

d. self-regulatory guidelines generally are stricter than governmental regulatory programs

Which of the following statements is incorrect? a) Of the three levels of planning, corporate strategy is the broadest. b) Business-unit strategy should be consistent with the corporate strategy. c) Marketing strategy should be consistent with both the business-unit and corporate strategies. d) Strategic planning begins at the marketing level and proceeds through business-unit and corporate levels. e) Strategic planning begins at the corporate level and proceeds through business-unit and marketing levels.

d. strategic planning begins at the marketing level and proceeds through business-unit and corporate levels

If Weight Watchers is interested in collecting information about Americans' perceptions of dieting programs, and the company believes that significant regional differences may exist, the best type of sampling would be a) random. b) quota. c) population. d) stratified. e) nonquota

d. stratified

Estimating the cost of entering a market and focusing on a specific target segment is important because a) cost estimates are crucial to estimating sales potential accurately. b) higher costs will keep other potential competitors from entering that particular segment. c) customers are more likely to be attracted to marketers that invest heavily in the target segment. d) the organization's marketers need to know if they can reach the segment at costs equal to or below competitors' costs. e) higher cost generally ensures long-term success.

d. the organization's marketers need to know if they can reach the segment at costs equal to or below competitors' costs

Which of the following is not a characteristic of a consumer market? a) it consists of purchasers who intend to consume or benefit from the purchased products b) they do not buy products for the main purpose of making a profit c) they are sometimes referred to as B2C markets d) their purchasing decisions are always made by only one individual e) each of us belongs to numerous markets of this type

d. their purchasing decisions are always made by only one individual

Through marketing newsprint to newspaper publishers and glass manufacturers that use it in packing, International Paper segments its market based on a) customer size. b) psychographics. c) demographics. d) use of product. e) geographic location.

d. use of product

The use of marketing research is a) limited strictly to large corporations. b) limited to for-profit businesses of all sizes. c) controlled by the federal government. d) widespread throughout business and nonprofit organizations. e) carefully monitored by each state's trade agencies.

d. widespread throughout business and nonprofit organizations

The most basic principles of marketing ethics are a) philanthropic responsibilities. b) economic responsibilities. c) universally accepted behaviors. d) written as laws and regulations. e) included in the marketing code of ethics.

d. written as laws and regulations

With its Venus razor, Gillette was the first marketer to offer a triple blade razor specifically designed for women. This is an example of market segmentation using ___________ variables. a) demographic b) psychographic c) geographic d) family life cycle e) product use

demographic

Ford has centralized marketing operations with personnel who direct marketing research, distribution, sales, advertising, and so forth reporting directly to the top-level marketing executive. Ford's marketing department is organized by a) product. b) region. c) types of customers. d) subregion. e) function.

e. function

Alpine Ski Shops U.S, is looking for new markets. Since their market is based mainly on access to snow, they would most likely use which base for segmentation? a) behavioristic b) demographic c) psychographic d) environmental e) geographic

e. geographic

Compared to a mail survey, telephone surveys have a) lower response rates. b) a slower response time. c) invalid results. d) fewer expenses. e) higher response rates.

e. higher response rates

Which of the following statements about conducting marketing research internationally is false? a) The marketing research process may need to be modified to allow for regional differences. b) A detailed search for and analysis of secondary data can help researchers gain a greater understanding of a particular marketing environment and pinpoint issues that must be taken into account in gathering primary research data. c) Primary data gathering may have a greater chance of success if the firm employs local researchers who better understand how to approach potential respondents and can do so in their own language. d) Specific differences among countries can have a profound influence in data gathering. e) Specific differences among countries have no affect on data gathering or the marketing research process.

e. specific differences among countries that have no affect on data gathering or the marketing research process

The forecasting method that utilizes a firm's historical sales data to find patterns in the firm's sales volume over time is a) the regression method. b) customer forecasting. c) a market test. d) sales force forecasting. e) time series analysis.

e. time series analysis

All of the following are steps in the marketing research process except a) collecting data. b) interpreting research findings. c) designing the research project. d) reporting research findings. e) understanding your customer.

e. understanding your customer

Kashi Heart to HeartTM cereal is aimed at people concerned about their heart health. These people represent the Kashi a) marketing mix. b) marketing strategy. c) target market. d) marketing tactic. e) consumer advocates.

target market

T F The final step in the marketing research process is to assess the ethicality of the data collection phase.

False

T F Marketing research is a systematic and orderly gathering of information supplied through the routine reporting system within the organization.

False

The stages of the business buying decision process, in order, are a) recognizing the problem, establishing product specifications, searching for products and evaluating possible suppliers, selecting suppliers and products, and evaluating performance. b) recognizing the problem, searching for products and evaluating possible suppliers, selecting suppliers and products, establishing product specifications, and evaluating performance. c) recognizing the problem, selecting suppliers and products, evaluating performance, establishing product specifications, and searching for substitute products. d) establishing product specifications, recognizing the problem, searching for products, evaluating possible products and suppliers, selecting suppliers and products, and evaluating performance. e) establishing product specifications, searching for products, selecting suppliers and products, evaluating performance, recognizing the problem, and evaluating possible products and suppliers.

a

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

a

Which of the following purchases would most likely require a consumer to use extended problem solving? a) Audio equipment b) Shaving cream c) Cereal d) Kitchen napkins e) Gasoline

a

While shopping at a Kroger grocery store, Tom sees a display of his favorite brand of diet cola. He buys a six-pack to take home for the weekend. This purchase process would be described as a) routinized response behavior. b) extended problem solving. c) limited problem solving. d) situational perception. e) enduring involvement.

a

Which of the following is not at the generic competitor level for Ford's Expedition sport utility vehicle? a) Saturn SKY b) Enterprise car rental c) Harley Davidson motorcycle d) Schwinn mountain bike e) Taxi cab ride

a. Saturn SKY

Kelly's Kids is a home-based business that sells high-quality children's clothing at premium prices using in-home parties. These in-home parties typically cater to families with small children and middle- to upper-middle-class income. Kelly's Kids is using _____ variables to segment its market. a) demographic b) psychographic c) sociographic d) behavioristic e) geographic

a. demographic

Issues of inventory levels and storage costs are both concerns relating to the _____ variable of the marketing mix. a) distribution b) product c) exchange d) price e) promotion

a. distribution

Which of the following is not usually a responsibility of an ethics officer? a) Drafting, disseminating, and updating a mission statement b) Drafting, disseminating, and updating a code of conduct c) Training employees to deal with ethical issues d) Creating and maintaining a confidential system to answer questions about ethical issues e) Taking action on possible violations of the code of conduct

a. drafting, disseminating, and updating a mission statement

Which of the following statements best summarizes the perspective that most marketing managers have on unethical behavior? a) Most do not believe that unethical conduct will lead to success and refrain from taking unethical opportunities. b) They believe that unethical behavior is useful in the short run but detrimental in the long run. c) They feel that codes of conduct will eliminate any unethical behavior from occurring in their organizations. d) They believe that unethical behavior will be harmful in the short run but have little impact in the long run. e) Most do not see ethical or unethical behavior as a concern to their organization because the opportunities do not exist.

a. most do not believe that unethical conduct will lead to success and refrain from taking unethical opportunities

The Better Business Bureau is probably the best-known a) nongovernmental regulatory group. b) state-operated enforcement agency. c) national evaluator of advertisements. d) federal regulatory group. e) self-regulatory unit operating at the national level.

a. nongovernmental regulatory group

Beth knows that her company has a formal code of conduct, but she does not see this code being equally and consistently applied to all employees. Beth believes that this sporadic enforcement of the formal code only enhances the _____ for committing unethical acts. a) opportunity b) culture c) individual factors d) compliance e) punishment

a. opportunity

A firm that markets diverse products would most likely base the organization of its marketing department on a) products. b) regions. c) functions. d) types of customers. e) marketing objectives.

a. products

A forecasting method that predicts sales based on relationships between past sales and other variables is called a) regression analysis. b) customer forecasting surveys. c) the Delphi technique. d) random factor analysis. e) time series analysis.

a. regression analysis

Marketing researchers at Essex Co. repeated a particular experiment several times and discovered that the results produced each time were nearly identical. This phenomenon would indicate that the results were a) reliable. b) valid. c) unusable. d) predictable. e) compatible.

a. reliable

An overall plan for obtaining the information needed to address a research problem or issue is called the a) research design. b) problem recognition. c) hypothesis. d) data collection method. e) sampling procedure.

a. research design

If M&M Mars Candies found a magazine article that provided key information on the television viewing habits of major candy consumer groups, this would be an example of information obtained through environmental a) scanning. b) forces. c) analysis. d) strategizing. e) management.

a. scanning

After purchasing a new Lexus, Pablo sees an Infinity pass by on the street and begins to wonder if he made the right choice. Pablo is experiencing a) problem recognition. b) cognitive dissonance. c) internal search. d) alternative evaluation. e) framing.

b

Marissa goes to Target to purchase school supplies for her two children. As she is approaching the check-out counter, she sees a vase she just has to have and buys it immediately. Marissa's purchase of the vase is an example of a) limited problem solving. b) impulse buying. c) routinized response behavior. d) addictive consumption. e) situational involvement.

b

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

b

Shane spends most of his free time participating in extreme sports and traveling to exotic locations with a group of close friends who share his interests and opinions about most things. This is a description of Shane's a) self-concept. b) lifestyle. c) personality. d) attitudes. e) role.

b

In its advertisements, Johnson's Hair Care Products claims that its KLTR-14 gel will restore the hair of bald men. Members of the NARB believe the claim is unsupportable. What action can the NARB take? a) Force Johnson's to stop running the advertisement. b) File a complaint with the Federal Trade Commission. c) Fine Johnson's for each time the ad appears. d) Sue Johnson's Hair Care Products in federal court. e) Sue Johnson's Hair Care Products in state court.

b. File a complaint with the Federal Trade Commission

Who drafted the Consumer Bill of Rights? a) Bill Clinton b) John F. Kennedy c) Ralph Nader d) Ronald Reagan e) George W. Bush

b. John F. Kennedy

What national self-regulatory organization screens ads? a) Federal Advertising Review Division b) National Advertising Review Board c) Federal Communications Commission d) Consumer Federation of America e) Better Business Bureau

b. National Advertising Review Board

Which of the following would represent a brand competitor for Ford's Escape Hybrid sport utility vehicle? a) Honda Pilot b) Toyota's Highlander Hybrid c) Honda Civic Hybrid d) Taxi ride e) Chevrolet Tahoe rented from Avis

b. Toyota's Highlander Hybrid

Opportunity provides a pressure that may determine ethical decisions in marketing. Opportunity is best thought of as a) unethical behavior found in top management. b) a favorable set of conditions that limit barriers or provide rewards. c) the principles or rules that individuals use to determine the way to behave. d) a person's relationship with others in the organization. e) a problem or situation requiring an individual to choose a course of action.

b. a favorable set of conditions that limit barriers or provide rewards

If a marketing researcher is interested in observing group interaction during an informal, unstructured, and open-ended data collection process, he or she should use a) observation. b) a focus-group interview. c) an on-site computer interview. d) a shopping mall intercept interview. e) a telephone survey.

b. a focus-group interview

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

b. a large number of people or organizations

Marketing knowledge and skills a) are not necessary for a nonprofit organization. b) enhance consumer awareness and help provide people with satisfying goods and services. c) constitute the marketing mix. d) were most important during the production era. e) are most valuable for advertising executives but less important for wholesalers and distributors.

b. enhance consumer awareness and help provide people with satisfying goods and services

The marketing control process consists of a) establishing goals, market scanning, and market share analysis. b) establishing performance standards, evaluating performance, and reducing the differences between desired and actual performance. c) establishing goals and measuring performance. d) planning, implementing, and measuring marketing activities. e) setting objectives, implementing strategies, and reducing the differences between desired and actual performance.

b. establishing performance standards, evaluating performance, and reducing the differences between desired and actual performance

What is the primary factor contributing to the increasing difficulty associated with gathering primary data through surveys? a) Most companies do not have any funding for survey research. b) Fewer people are willing to participate in surveys. c) Laws significantly limit firms' ability to conduct surveys. d) Unreliable methods of distributing surveys make them difficult to conduct. e) Very little useful information is ever gathered from survey results.

b. fewer people are willing to participate in surveys

Which of the following would be consistent with Johnson Chemicals' understanding of the "bad apple" concept of improving the ethical conduct of salespeople? a) Publishing ethical guidelines for salespeople b) Firing unethical salespeople c) Retraining unethical salespeople d) Using customers to review ethical guidelines e) Scrutinizing top management's conduct

b. firing unethical salespeople

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

b. is a specific group of customers on whom a company focuses its marketing efforts

Which of the following is the most specific and detailed type of business strategy? a) business-unit b) marketing c) corporate d) customer service e) tactical

b. marketing

Which of the following basic survey methods is the least expensive method if there is an adequate response rate? a) Mail surveys b) Online surveys c) Telephone surveys d) Personal interview surveys e) Focus groups

b. online surveys

If you were a marketing manager, under which type of organizational structure would you most likely be working if your firm were a large business with centralized marketing operations? a) Organization by type of customer b) Organization by function c) Organization by regions d) Organization by products and regions e) Organization by products

b. organization by function

Participants in _______ frequently get to see pictures, products, advertising samples, and diagrams. a) online surveys b) personal interview surveys c) mail surveys d) telephone surveys e) probability samples

b. personal interview surveys

Pharmaceutical companies have at times been accused of acting unethically by taking advantage of customers in the area of a) promotion. b) pricing. c) distribution. d) product. e) manufacturing.

b. pricing

Procter & Gamble, like many firms in the consumer packaged-goods industry, is organized by a) function. b) product. c) region. d) types of customers. e) subregion.

b. product

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

b. prosperity

A firm that wants to put more senior management personnel into the field, to get closer to customers, and to enable the company to respond more quickly and efficiently to competitors would probably organize its marketing unit on the basis of a) functions. b) regions. c) customer types. d) markets. e) products.

b. regions

Dell segments its business markets into small business, corporate, government agencies, K-12 schools, and higher education institutions. The primary segmentation variable used in this example is a) geographic location. b) type of organization. c) secondary product use. d) customer size. e) market potential.

b. type of organization

When Julia goes to the first class of her Operations Management course, she finds out that in addition to the textbook she already purchased, she also needs a copy of the book The Goal. At which stage of the consumer buying decision process is Julia? a) Purchase b) Evaluation of alternatives c) Problem recognition d) Information search e) Prepurchase evaluation

c

When Trevor realizes his liquor cabinet supply was devastated by last weekend's party, he first retrieves information from his memory about what types of liquor he and his friends like most and then asks the attractive clerk at the liquor store what she would recommend. Trevor started with a(n) _____ search and then progressed to a(n) _____ search. a) consideration; evaluative b) focused; broad c) internal; external d) routinized; extended e) self; inclusive

c

When a business routinely purchases the same product with similar terms of sale, the purchase is called a a) new-task. b) repetitive purchase. c) straight rebuy. d) modified rebuy. e) standard order.

c

When buying materials, the purchasing agent for Alco Pillow Manufacturing Company considers a variety of factors. Which one of the following is least likely to concern this buyer? a) Does the quality of the goods meet company specifications? b) Does the supplier consistently deliver on time? c) Does the supplier also sell to my competitors? d) Does the supplier offer the services required? e) Does the price meet company budget requirements?

c

When shopping for detergent, Josh looks at Tide, Fresh Start, Surf, and All and chooses the one that is on sale. These four brands make up his _________ set. a) alternate b) purchase c) consideration d) problem e) imposed

c

Which American subculture spends the highest proportion of its income on utilities, footwear, children's apparel, groceries, and housing? a) Native Americans b) Hispanics c) African Americans d) Asian Americans e) Americans over 65 years of age

c

Which method of business buying is most likely to be used when the products being purchased are standardized based on certain characteristics? a) Homogeneous selection b) Inspection c) Description d) Sampling e) Negotiation

c

Which of the following is the fastest growing, most affluent subculture in the United States? a) African Americans b) Hispanics c) Asian Americans d) Native Americans e) Italian Americans

c

The accumulation of past income, natural resources, and financial resources is known as a) income. b) collected income. c) credit. d) wealth. e) savings.

d. wealth

When Opryland Hotel wants to have at least 90 percent of its customers indicating they had a memorable and satisfying experience at the hotel, this is an example of a) implementing the marketing mix b) maintaining their corporate identity c) a marketing objective d) a strategic plan e) a mission statement

c. a marketing objective

When operating on a daily basis, employees and managers at Bank of America consider the perspectives of all individuals and groups that might be affected by their decisions. This is known as a) a philanthropic position. b) marketing citizenship. c) a stakeholder orientation. d) community relations. e) social responsibility.

c. a stakeholder orientation

The marketing plan is a) a plan of all aspects of an organization's business strategy. b) written differently for each SBU. c) a written document detailing activities to be performed to implement and control marketing actions. d) designed to specify not only marketing, but all other functional areas of business activities as well. e) updated only periodically.

c. a written document detailing activities to be performed to implement and control marketing actions

A junior marketing executive at MegaGrain Cereals suggests increasing the package size and price of its best-selling brand without increasing the amount of cereal inside the box. Her superior warns that this might be a bad idea because MegaGrain's long-term survival, like most companies, depends on a) cost-cutting measures. b) continually selling to new customers and markets. c) creating and maintaining satisfying exchange relationships. d) high-volume, low-margin sales. e) increasing shelf space for their brands.

c. creating and maintaining satisfying exchange relationships

Electronic marketing has greatly improved the ability of marketers to target individual customers. As a result, many feel that marketing's emphasis is shifting from share of market to share of a) budget. b) consumer online time. c) customer. d) awareness. e) commitment.

c. customer

Justin Franklin's company is interested in locating areas where the average income is high, the average age range is 25-35 years, and the lifestyles of the people involve extreme adventures and dangerous leisure activities. His company would most likely find possible markets through a) U.S. Census Bureau information. b) geographic segmentation variables. c) geodemographic segmentation. d) climate information. e) psychographic segmentation.

c. geodemographic segmentation

Which of the following is essentially an uncontrollable factor in developing a marketing mix? a) Product adaptations b) Pricing strategies c) Government regulations d) Advertising campaigns e) Retail locations

c. government regulations

Bart's Appliance Center owner Ron Bart feels that his organization has access to a great deal of information generated both inside and outside the firm, but much of this information is presently going to waste. Apparently, Bart needs to develop a a) marketing research focus. b) marketing knowledge bank. c) marketing information system. d) marketing strategy. e) data-gathering system.

c. marketing information system

Organizing a marketing unit by regions works well for a company that a) produces and markets diverse products. b) is small and has a centralized marketing operation. c) markets products throughout the nation. d) has several groups of customers whose needs and problems are different. e) offers specialized marketing mixes for different products.

c. markets products throughout the nation

In a meeting with key personnel, Watson Corporation's president speaks to the firm's managers about social responsibility in business today. He suggests that the key to being socially responsible is to a) watch profit impacts very carefully. b) maintain an updated code of ethics. c) monitor changes and trends in society's values. d) carefully interpret all new legislation. e) stay with present programs over the long run.

c. monitor changes and trends in society's values

Evaluating and making product positioning decisions is important for a) new products only. b) existing products only. c) new and existing products. d) product deletions only. e) new products and product deletions.

c. new and existing products

Which of the following is not a component of a marketing plan? a) Environmental analysis b) Marketing strategies c) Product d) Executive summary e) Marketing implementation

c. product

Bethlehem Steel provides steel for a variety of uses to its various customers. Customers have different needs for the steel and thus Bethlehem has to prepare the raw steel differently depending on how customers will use it in their production processes. The primary business segmentation variable in this example is a) geographic location. b) customer size. c) product use. d) customer importance. e) organization classification

c. product use

If a potato chip manufacturer introduces a new, bigger size bag of chips according to the label, when in actuality, the new bag is slightly smaller in contents, a _____ ethical issue exists. a) decision-making b) promotion-related c) product-related d) pricing-related e) distribution-related

c. product-related

Consumers begin to become more price and value conscious during periods of a) inflation. b) prosperity. c) recession. d) depression. e) recovery.

c. recession

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

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

Safeway Supermarkets recently placed an order with the Kahn Corporation. Safeway has ordered these same products before under the same terms of sale. What type of purchase does this situation represent? a) New-task b) Repetitive c) Institutional d) Straight rebuy e) Modified rebuy

d

Which product listed would most likely be purchased through routinized response behavior? a) Car b) Desk c) Shirt d) Soft drink e) Television set

d

Of all the federal regulatory units, the ____________ most heavily influences marketing activities. a) Food and Drug Administration (FDA) b) Federal Communications Commission (FCC) c) Enviornmental Protection Agency (EPA) d) Federal Trade Commission (FTC) e) Federal Power Commission (FPC)

d. Federal Trade Commission (FTC)

Which of the following provides protection for and regulates brand names, brand marks, trade names, and trademarks? a) Sherman Act b) Clayton Act c) Robinson-Patman Act d) Lanham Act e) Celler-Kefauver Act

d. Lanham Act

If all the gas stations in a city collaborated to determine what gas prices should be charged, they would be violating the a) Wheeler-Lea Act. b) Clayton Act. c) Robinson-Patman Act. d) Sherman Antitrust Act. e) Celler-Kefauver Act.

d. Sherman Antitrust Act

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

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

High Gliding Air Academy is developing its marketing mix for the coming year. Its managers know that they must first select _________, which may be the most important decision they make in the planning process. a) the promotional strategy b) a distribution method c) the pricing strategy d) a target market e) the desired profit margin

d. a target market

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

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

The marketing environment is best described as being a) composed of controllable variables. b) composed of variables independent of one another. c) an indirect influence on the performance of marketing activities. d) dynamic and changing. e) slow, with infrequent fluctuations.

d. dynamic and changing

If McDonald's runs a promotion advertising Big Macs for $1.50, it must ensure that each of the company's restaurants has sufficient staff and product on hand to handle expected demand. This relates to which of the following marketing management activities? a) Strategic planning b) Planning c) Organizing d) Implementation e) Marketing control

d. implementation

The real value of marketing research to the organization can best be measured by a) its immediate impact on profits. b) the amount of time spent. c) how much it costs. d) improvements in the ability to make decisions. e) the increase in sales volume or market share.

d. improvements in the ability to make decisions

Which step in the marketing research process involves the use of data analysis and statistical techniques to help draw conclusions? a) Locating and defining problems or research issues b) Developing hypotheses c) Collecting data d) Interpreting research findings e) Reporting research findings

d. interpreting research findings

Which of the following is the least flexible survey method? a) Telephone surveys b) Focus-group interviews c) Personal interview surveys d) Mail surveys e) Observation

d. mail surveys

The Boston Consulting Group's matrix is based on the a) idea that a firm's market share and market attractiveness are the important factors for a marketing strategy. b) assumption that a firm's actions have a profitable impact on marketing strategy. c) business position and market attractiveness of the firm. d) philosophy that a product's market growth rate and its market share are important determinants of its marketing strategy. e) idea that a product's market growth rate and market attractiveness determine the marketing strategy.

d. philosophy that a product's market growth rate and its market share are important determinants of its marketing strategy

What are some of the common price-related ethical issues? a) Misleading advertising and predatory pricing b) Additional discounts and price fixing c) Not disclosing the full price and value-pricing d) Predatory pricing and price fixing e) Loss leaders and deceptive pricing

d. predatory pricing and price fixing

Data that are observed or collected directly from respondents are called a) direct samples. b) secondary data. c) stratified data. d) primary data. e) firsthand information.

d. primary data

If Firestone failed to inform consumers of design problems associated with its Wilderness AT tires, it would have been engaging in unethical behavior in regard to which of the following marketing issue areas? a) Planning b) Distribution c) Promotion d) Product e) Pricing

d. product

In which of the following sampling designs do all members of a population have an equal chance of being selected? a) Stratified b) Nonprobability c) Quota d) Random e) Judgment

d. random

During the Industrial Revolution demand for manufactured goods was a) weak. b) nonexistent. c) declining. d) strong. e) mediocre.

d. strong

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

d. surveys

What is a primary difference between business and consumer buyers? a) Consumer buyers require more product information than business buyers. b) Business purchases are made by one individual whereas families make consumer purchases together. c) Repeat sales are more common with consumer buyers than business buyers. d) Consumers primarily buy inexpensive items; businesses only buy expensive items. e) Business buyers generally make larger orders than consumer buyers.

e

When Hunter Ceiling Fans buys electrical wire for use in producing its ceiling fans, Hunter is part of what type of market for electrical wire? a) Resale b) Wholesale c) Customer d) Consumer e) Business

e

When a consumer purchases products occasionally or needs information about an unfamiliar brand in a familiar product category, he or she will most likely engage in a) enduring purchase behavior. b) routinized response behavior. c) extended problem solving. d) impulse searching. e) limited problem solving.

e

Which of the following statements about how a consumer organizes inputs that reach awareness is most accurate? a) Inputs are organized by individuals to produce meaning, and this organizational process is usually a slow one. b) Organization of information inputs is not always needed to produce meaning. c) Inputs that reach awareness are organized and interpreted in much the same way by all consumers. d) Because a person interprets information in terms of what is familiar, only one interpretation of organized inputs is possible. e) Inputs that reach awareness are organized to produce meaning, and this meaning is interpreted in light of what is familiar to the individual.

e

Which of the following statements about the consumer buying decision process is true? a) Consumers progress through the five stages of this process for all limited problem-solving decisions. b) Although all of the steps in the process are used in all decision processes, the order tends to depend on the customer's level of involvement. c) The key element of the process that exists in all consumer buying decision processes is the purchase of the product. d) Once the purchase of a product has been made, the consumer buying decision process is complete. e) Consumers making limited problem-solving decisions may not go through all five steps of the process.

e

When a business has a relatively small number of customers, a preferred method of forecasting is a) regression analysis. b) trend analysis. c) the Delphi technique. d) a market test. e) a customer forecasting survey.

e. a customer forecasting survey

Yvonne and Garret are looking at information about how their organization's products could fit potential customers' needs. This information deals with demographic characteristics, product benefits sought, lifestyles, geographic factors, brand preferences, and usage rates. They are most likely looking at a) the sales force survey results. b) the results of sales forecasting. c) a market trend analysis. d) a market segmentation discrimination analysis. e) a market segment profile.

e. a market segment profile

Retail-site location analyses, unique product offerings, and special advertising campaigns are all examples of the use of a) market density. b) demographic segmentation. c) behavioristic segmentation. d) environmental segmentation. e) micromarketing.

e. micromarketing

Sayid's employer is currently developing a new marketing strategy. The top managers have developed the marketing strategy and have given it to Sayid so that he can now develop an implementation plan. Sayid's company will most likely end up with which type of strategy? a) Decentralized b) Centralized c) Rigid d) Intended e) Realized

e. realized

The _________ strategy in an organization often does not live up to marketing planners' expectations. a) intended b) expected c) planned d) control e) realized

e. realized

Katy Ramirez is a marketer for a golf equipment manufacturer. When forecasting company sales, she finds a direct association between past sales and per capita income. Which sales forecasting technique is Katy using? a) Surveys b) Executive judgment c) Time series analysis d) Market tests e) Regression analysis

e. regression analysis

Customer relationship management systems cannot be effective unless they are developed as a) market-share building tools. b) profit-boosting tools. c) selling tools. d) cost-reduction tools. e) relationship-building tools.

e. relationship-building tools

The most important component of customer relationship management is a) technology. b) profits. c) sales. d) share of an individual customer's purchases. e) relationships with customers.

e. relationships with customers

Which of the following statements is false? a) If an ethical or social responsibility issue can withstand open discussion that results in agreement or limited debate, an acceptable solution may exist. b) A company that supports both socially responsible decisions and adheres to a code of conduct is likely to have a positive impact on society. c) If other persons in the organization approve of an activity and it is legal and customary within the industry, chances are that the activity is acceptable from both an ethical and social responsibility perspective. d) Social responsibility and marketing ethics are interrelated. e) Social responsibility and marketing ethics are the same thing and can be used interchangeably.

e. social responsibility and marketing ethics that are the same thing and can be used interchangeably

What is the major difference between social responsibility and marketing ethics? a) Marketing ethics varies by industry whereas social responsibility involves universal rules of conduct. b) There is legislation that deals with marketing ethics, but none for socially responsible practices. c) Marketing ethics is concerned with organizational practices, and social responsibility is concerned with individual behavior. d) There is no difference; they are synonymous terms. e) Social responsibility deals with the total effect of marketing decisions on society, whereas marketing ethics relates to individual and group evaluations in marketing situations.

e. social responsibility deals with the total effect or marketing decisions on society, whereas marketing ethics relates to individual and grouping evaluations in marketing situations

T F Telephone surveys allow an interviewer to gain rapport with respondents and to ask probing questions.

True

T F The hypothesis being tested determines the general data-gathering approach to use.

True

T F The key to locating and defining problems is always to probe beneath any superficial symptoms.

True

T F The opportunity to obtain data via the Internet has resulted in more than half of all marketing research coming from secondary sources.

True

After purchasing a product, postpurchase evaluation may result in cognitive dissonance. Cognitive dissonance is a) the congruence between external and internal searches for product information. b) a function of the manner in which the manufacturer of the product describes its attributes. c) satisfaction with the purchase. d) the establishment of criteria for comparing products. e) doubts that occur because the buyer questions whether the decision to purchase the product was right.

E

T F A hypothesis is a fact about the problem or topic under investigation.

False

T F A marketing information system provides an irregular and unstructured flow of information from internal sources within the organization.

False

T F A telephone survey is a good example of a completely random sample for the entire population.

False

T F Callsourcing refers to the process of taking tasks usually performed by a marketer or researcher and outsourcing them to a potential market through an open call.

False

T F Conclusive research is used when marketers need more information about a problem or want to make a tentative hypothesis more specific.

False

T F If a research method measures what it is supposed to measure, it is said to be reliable.

False

T F In probability sampling, there is no way to calculate the likelihood that a specific element of the population being studied will be chosen.

False

T F In quota sampling, all elements in a population have an equal chance of appearing in the sample.

False

T F Marketers can only use databases developed by other firms.

False

T F Online focus groups are more expensive than tradition sit down groups.

False

T F Secondary data are data collected from inside the organization; primary data are those collected from outside the organization.

False

T F Survey and observation are considered secondary data collection techniques.

False

T F The first step in drawing conclusions from most research is to rank the data according to importance.

False

T F The in-home (door-to-door) interview is an example of a focus-group interview.

False

T F The main difference between marketing research and a marketing information system is that the MIS is an information-gathering process for specific situations whereas marketing research provides continuous data input.

False

T F The observation method of research systematically examines and records secondary data information about the physical conditions, events, and overt behavior of respondents.

False

T F The potential advantages of traditional mail surveys are quick response and lower cost than online surveys, but this advantage has yet to be achieved.

False

T F Three types of objective questions that can be designed for questionnaires are closed questions, linkage questions, and multiple-choice questions.

False

T F Unethical behavior in the research process is not a major problem in the reporting of research findings.

False

Which of the following agencies regulates marketing activities the most? a) Environmental Protection Agency b) Food and Drug Administration c) Federal Trade Commission d) Better Business Bureau e) National Advertising Review Board

Federal Trade Commission

T F The purpose of marketing research is to inform an organization about customers' needs and desires, marketing opportunities for particular goods and services, and changing attitudes and purchase patterns of customers.

True

T F The technique of sampling in marketing research is the process of selecting representative units from a total population (a sample) and being able to project the characteristics of the total population from the sample considered.

True

T F A database is a collection of information arranged for easy access and retrieval.

True

T F A marketing decision support system aids marketing managers in decision making by helping them to anticipate the effects of certain decisions.

True

T F A research technique is said to be reliable if it produces almost identical results in successive repeated trials.

True

T F An on-site computer interview is a variation of the shopping mall intercept interview.

True

T F Crowdsourcing refers to the process of taking tasks usually performed by a marketer or researcher and outsourcing them to a crowd, or potential market, through an open call.

True

T F Customer advisory boards are small groups of actual customers who serve as sounding boards for new product ideas and offer insights into their feelings and attitudes toward a firm's products, promotion, pricing, and other elements of marketing strategy.

True

T F Descriptive research can be used to better understand the characteristics of certain phenomena to solve a particular problem.

True

T F Ethical conflict typically occurs because the parties involved in marketing research often have different objectives.

True

T F Focus-group interviews are useful if the researcher is interested in observing group interaction.

True

T F In general, corporate executives prefer research reports that are short, clear, and simply expressed.

True

T F In the MIS, the means of gathering data receive less attention than the procedures for expediting the flow of information.

True

T F Marketing research can be used to test a hypothesis.

True

T F Marketing researchers should allow for continual evaluation of the data during the entire data collection period.

True

T F One common mistake in questionnaire construction is developing the questionnaire before objectives have been established.

True

T F Online focus groups gather data from large and geographically diverse groups in a less intensive manner than focus-group interviews.

True

T F Results of a mail survey can be misleading if there is a high non-response rate

True

T F Statistical interpretation focuses on what is typical or what deviates from the average.

True

T F Stratified sampling may reduce some of the error that could occur in a simple random sample.

True

A group becomes a reference group for an individual when that person identifies with this group so strongly that he or she a) takes on many of the values, attitudes, or behaviors of group members. b) becomes a formal member of the group. c) becomes familiar with the group's activities. d) seeks information from members of the group regarding buying decisions. e) cannot control the strength of his or her involvement with the group.

a

A group of brands that a consumer views as alternatives for possible purchase is called a(n) a) evoked set. b) acceptance group. c) brand preference. d) selective retention group. e) evaluation criteria.

a

According to Coleman's major social class categories, the social class in our society that favors prestigious schooling, neighborhoods, and brands is the a) upper class. b) middle class. c) upper-lower class. d) working class. e) lower class.

a

Administrative assistants that control the flow of information to other people in the organization often play the _____ role in the buying center. a) gatekeeper b) user c) influencer d) buyer e) controller

a

After certain inputs have been selected to reach an individual's awareness, the next step in the perceptual process is perceptual a) organization. b) attention. c) retention. d) interpretation. e) redefinition.

a

An unplanned buying behavior resulting from a powerful urge to buy something immediately is called a) impulse buying. b) habitual buying. c) compulsive response behavior. d) non-problem solving. e) cognitive dissonance.

a

As Steve is shopping for groceries, he notices a product on the shelf and remembers that he is about to run out of it at home. In terms of the consumer buying decision process, Steve just experienced a) problem recognition. b) high involvement. c) postpurchase evaluation. d) information search. e) evaluation of alternatives.

a

Barry Gluckman of WP International, a major marketer of word-processing software, calls the secretary of Renee Dorchette, director of purchasing for MMK, Inc. He sets up an appointment to discuss an upcoming purchase of software. The secretary plays the role of ___________ in this purchase decision. a) gatekeeper b) buyer c) decider d) buying center captain e) order giver

a

Buyers' actions are affected by one or more internal energizing forces geared toward satisfying needs, which are called a) motives. b) lifestyles. c) perceptions. d) attitudes. e) traits.

a

Changes in an individual's thought processes and behavior caused by information and experience is called a) learning. b) attitude formation. c) patronage motives. d) personality. e) motivation.

a

In the consumer buying decision process, the information search stage a) yields a group of brands that a buyer views as possible alternatives. b) involves a buyer becoming aware of the need for a product. c) is not necessary when the buyer is involved in extensive decision making. d) occurs immediately after evaluation of alternatives. e) is lengthy for routine response buying behavior.

a

Jana now feels that her teeth are not white enough after seeing advertisements for whitening toothpaste. Marketers promote these brands based on ___________ needs, appealing to sex appeal. a) physiological b) esteem c) self-actualization d) psychological e) social

a

Johnson's Industrial Pest Control Service wants to meet its customers' expectations with regard to the quality of service it provides. How should Johnson's identify these expectations? a) Conduct market research. b) Use management judgment. c) Trace existing service levels. d) Stress quality service with employees. e) Train employees better.

a

Katie is buying her first car and has narrowed her choices down to a Honda Civic, a Toyota Prius, or a Volkswagen Jetta. Katie goes on-line and posts questions to others who have experience with any of these cars, asking for reviews. Katie is most likely a) using a blog. b) an opinion leader. c) using her reference groups for information. d) experiencing enduring involvement. e) exerting social influence.

a

Many aspects of consumer buying decisions are affected by the individual's level of involvement. Level of involvement is a) the importance and intensity of interest in a product in a particular situation. b) the buyer's perception, motives, and abilities. c) the amount of external search that an individual puts into the decision-making process. d) the particular circumstance or environment in which consumers find themselves. e) a combination of an individual's demographic factors.

a

Snappy Tools, Inc., purchases hammers, bolts, and other hardware items from a variety of manufacturers and sells them to hardware stores at a price that includes a profit for Snappy Tools, Inc. The company would be part of what type of business market? a) Reseller b) Producer c) Consumer d) Government e) Supply

a

The primary psychological influences on consumer behavior are: a) perception, motives, learning, attitudes, personality, and lifestyles. b) attitudes, perception, retention, exposure, roles, and lifestyles. c) attitudes, perception, social class, culture, and learning. d) perception, motives, reference groups, social class, and personality. e) lifestyles, personality, perception, motives, attitudes, and culture.

a

The results of many studies have been inconclusive regarding the association between buyer behavior and a) personality. b) perception. c) motives. d) social class. e) learning.

a

The marketing concept is a) a management philosophy. b) synonymous with exchange. c) a component of the marketing mix. d) a function of the marketing environment. e) focused solely on satisfying customer objectives.

a. a management philosophy

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

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

The sales forecasting method that consists of making a product available to buyers in one or more locations and measuring purchase response is a) a market test. b) regression analysis. c) trend analysis. d) a survey. e) the Delphi technique.

a. a market test

The forces of the marketing environment primarily affect marketers in three ways: They influence customers by affecting their lifestyles and preferences for products; they determine whether or how a marketing manager can perform certain marketing activities; and they a) affect a marketing manager's decisions and actions by influencing buyers' reactions to the firm's marketing mix. b) dictate that changes be made to the existing marketing mix despite any negative reactions from customers. c) make most new products obsolete very quickly so that research and development must continually develop new products. d) cause most advertising to be ineffective at communicating product benefits due to rapidly changing environmental forces. e) change a customer's decisions about the appropriate marketing mix for the company and its various products.

a. affect a marketing manager's decisions and actions by influencing buyers' reactions to the firm's marketing mix

Health Care Systems, Inc. rolls out an innovative nurse-on-call information system available online. The product is not widely accepted because patients don't see the need for such a service. This situation represents a failure in which aspect of implementing the marketing concept? a) An information system to determine customer needs b) The organizational structure c) Top-management commitment d) Technological advancement e) Scanning corporate capabilities

a. an information system to determine customer needs

Budweiser may choose to segment its market based on heavy, moderate, and light drinkers of its alcoholic beverages. This is an example of market segmentation based on a) behavioristic variables. b) benefits. c) lifestyles. d) psychographic variables. e) demographic variables.

a. behavioristic variables

By the turn of the twentieth century, the population of the United States had shifted to three large racial and ethnic groups. These groups are a) blacks, Hispanics, and whites. b) Asians, blacks, and whites. c) Asians, blacks, and Hispanics. d) blacks, Indians, and whites. e) Hispanics, Indians, and whites.

a. blacks, Hispanics, and whites

According to the textbook, a manager's duties in an environmental analysis include a) checking information for accuracy, resolving inconsistencies, and assigning significance to the findings. b) observation and assessment. c) conducting research, assessment, and reporting. d) observation, market research, and fact finding. e) checking the company database, conducting research, and reporting.

a. checking information for accuracy, resolving inconsistencies, and assigning significance to the findings

Sharese wants to buy a new couch, but there is only one place in her town that sells them, and she lives in an isolated area. Sharese most likely feels her consumer right to ______ has been violated. a) choose b) be heard c) safety d) recourse e) be informed

a. choose

When markets are comprised of people with differing product needs, the marketing manager should use a(n) ___________ strategy. a) concentrated or differentiated targeting b) market-intensive c) integrated d) product-oriented e) undifferentiated

a. concentrated or differentiated targeting

All marketing mix decisions must have two characteristics: ___________ and ___________. a) consistency; flexibility b) consistency; rigidity c) formality; flexibility d) variability; flexibility e) formality; rigidity

a. consistency; flexibility

Gucci Group, a marketer of high-fashion products, achieved a company turnaround by ensuring that its brand had the same image and proper display around the world. It also lowered prices on some items, like handbags, to be more competitive. This illustrates a company working to develop a marketing mix that is both _______ and _______. a) consistent; flexible b) formal; flexible c) variable; flexible d) consistent; rigid e) consistent; formal

a. consistent; flexible

Which of the following agencies would most likely have jurisdiction over the problem with lead in the paint of children's toys? a) Consumer Product Safety Commission b) Children's Online Protection Act c) Food and Drug Administration d) Environmental Protection Agency e) National Advertising Review Board

a. consumer product safety commission

Which of the following is not one of the four dimensions of social responsibility presented in your text? a) Consumerism b) Philanthropic c) Ethical d) Economic e) Legal

a. consumerism

___________ strategy determines the means for utilizing resources in the functional areas of marketing, production, finance, research and development, and human resources to achieve the organization's goals. a) Corporate b) Business-unit c) Marketing d) Mission statement e) Marketing mix

a. corporate

When managers at Logistics Pro are developing their strategic plan, they use a market orientation as a guide to ensure that ________ is an integral part of the process. a) customer satisfaction b) employee satisfaction c) the best use of their marketing resources d) the marketing mix e) the marketing function

a. customer satisfaction

A(n) ___________ is a collection of information arranged for easy access and retrieval. a) database b) marketing information system c) marketing decision support system d) online information service e) e-mail system

a. database

Honda produces a variety of automobiles, which makes the company a producer of a) durable goods. b) consumables. c) permanents. d) unsalables. e) salables.

a. durable goods

What is the most important factor in distinguishing disposable income from income? a) Taxes b) Housing c) Employment levels d) Consumer spending e) Saving

d. consumer spending

Kate is upset because the bank did not credit her account with a deposit, which resulted in a returned check to Kate's landlord. When she was told the branch manager was on vacation, Kate resigned herself to waiting two weeks to have the matter resolved. To her surprise, though, the receptionist apologized for the error and drafted a letter to Kate's landlord while Kate waited. The bank was engaging in which type of decision-making strategy? a) Employee empowerment b) Centralized management c) Structured d) Immediate-focused e) Product-focused

a. employee empowerment

Dell Computer collects information about a wide variety of competitive, economic, political, legal and regulatory, technological, and sociocultural forces that affect its marketing activities. This process is called a) environmental scanning. b) survey of environment. c) marketing. d) environmental analysis. e) marketing information processing.

a. environmental scanning

XM Radio is concerned about how the increasing use of MP3 players will affect the future sales of its satellite radio service. The company decides to gather information about the changing trends in music access to prepare for this trend. XM Radio's process is called a) environmental scanning. b) target marketing. c) surveying. d) environmental analysis. e) dynamic responsiveness.

a. environmental scanning

To monitor changes in the marketing environment effectively, marketers must engage in a) environmental scanning and analysis. b) economic scanning c) self-regulatory analysis d) marketing research analysis e) information collecting

a. environmental scanning and analysis

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

a. executive summary

When a company has its sales forecasts prepared by management consultants, economists, or college professors, it is using a(n) a) expert forecasting survey. b) Delphi technique. c) random factor analysis. d) external judgment survey. e) market test.

a. expert forecasting survey

Information from the U.S. Census Bureau is commonly used as ____ by a variety of agencies and organizations. a) external secondary data b) sampling systems c) primary data d) internal secondary data e) hypotheses

a. external secondary data

A competitive advantage exists when a a) firm matches a core competency to opportunities it has discovered in the marketplace. b) firm does marketing better than its competitors. c) combination of circumstances and timing allow a firm to reach an attractive target market. d) firm observes a fit between the key requirements of a market and its own capabilities. e) firm has a strong marketing plan.

a. firm matches a core competency to opportunities it has discovered in the marketplace

In a period of economic recovery, the best marketing strategy for FedEx would be characterized by which of the following features? a) Flexibility b) Aggressiveness c) Austerity d) Retrenchment e) Boldness

a. flexibility

Emily Dawson and seven other people were paid to get together and discuss a new product idea proposed by Johnson & Johnson. Researchers observed the interaction of the group. This method is called a a) focus-group interview. b) group survey. c) personal interview survey. d) sampling team. e) mail survey.

a. focus-group interview

Which of the following statements describes the best use of the Internet by a marketer? a) Gain information. b) Relay product information. c) Facilitate the marketing process. d) Accumulate as many friends as possible. e) Facilitate the marketing exchange, obtain customer feedback, and providing product information.

a. gain information

Due to limited resources, a consumer decided to serve Hawaiian Punch to a New Year's Eve party crowd instead of Korbel champagne. As a result of this action, Korbel and Hawaiian Punch can be viewed as ___________ competitors. a) generic b) product c) total budget d) oligopolistic e) pure

a. generic

Products that may do harm to the natural environment are inconsistent with a) green marketing. b) the marketing concept. c) consumerism. d) strategic philanthropy. e) the marketing mix.

a. green marketing

According to the Boston Consulting Group, question marks are characterized as products a) having a small share of a growing market and requiring large amounts of cash to build market share. b) generating more cash than is required to maintain share. c) encompassing the greatest number of products. d) existing at a cost disadvantage and revealing few opportunities for growth at a reasonable cost. e) having substantial reported profits but needing a lot of cash to finance the rate of growth.

a. having a small share of a growing market and requiring large amounts of cash to build market share

Toyota has learned that some people want sports cars, while others want vans, trucks, sedans, and economy cars. In this instance, Toyota has found its markets to be a) heterogeneous. b) undifferentiated. c) concentrated. d) homogeneous. e) focused.

a. heterogeneous

To formulate a marketing strategy, one must a) identify and analyze a target market and develop a marketing mix to satisfy individuals in that market. b) develop a statement of what is to be accomplished through marketing activities. c) develop plans for implementation and control. d) develop an adequate marketing control process. e) determine marketing objectives.

a. identify and analyze a target market and develop a marketing mix to satisfy individuals in that market

_________ of marketing plans hinges on coordination of marketing activities, motivation of marketing personnel, and effective communication within the marketing unit. a) Implementation b) Planning c) Organizing d) Marketing control e) Strategic planning

a. implementation

Companies that incorporate ethics and social responsibility into their strategic plans are likely to experience a) improved marketing performance. b) increased lawsuits. c) negative publicity. d) reduced costs. e) disappointed shareholders.

a. improved marketing performance

Darren uses Microsoft Excel to determine how much the responses to his survey about household decision making for toilet paper vary. Darren is in the ______ step of the marketing research process. a) interpreting research findings b) reporting research findings c) collecting data d) designing the research project e) developing a hypothesis

a. interpreting research findings

Which of the following is a characteristic of a marketing objective? a) It is consistent with both business-unit and corporate strategy. b) It is a verbal agreement, not in writing. c) It is not written in measurable terms.. d) It does not specify a time frame for its accomplishment. e) It clearly identifies how marketing strategy will be implemented.

a. it is consistent with both business-unit and corporate strategy

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

a. legal

The time lag between the performance of marketing activities and their results a) limits the marketing manager's ability to measure the effectiveness of marketing activities. b) facilitates the ability to measure performance. c) increases the chance of accurate measurement. d) limits the amount of money to be spent on measurement. e) increases the likelihood of having a successful marketing mix.

a. limits the marketing manager's ability to measure the effectiveness of marketing activities

Which of the following is the best definition of cause-related marketing? a) Linking a firm's products to a particular social cause—either short term or long term b) Using organizational core competencies and resources to address stakeholders' interests and achieve organizational and social benefits c) Donating money to a social cause based on sales of a particular product over a defined period of time d) Developing, promoting, and distributing products that are environmentally safe e) Contributing resources to the community in order to improve the overall quality of life

a. linking a firm's products to a particular social cause -- either short term or long term

Peter Demos, director of marketing at Holcomb, Inc., calls in Andrea Carter, the firm's marketing research director. Peter wants a study done to assess the company's image relative to a new competitor, Levitt Labs. He has a flexible time schedule, has very little money to devote to the research, and feels that a relatively low response rate will not be a major problem. Andrea will probably recommend using a ___________ survey. a) mail b) telephone c) random d) personal interview e) population

a. mail

All of the following are goals of green marketing except a) making the work force match the population in terms of diversity. b) eliminating the concept of waste. c) reinventing the concept of a product. d) making prices reflect the cost. e) making environmentalism profitable.

a. making the work force match the population in terms of diversity

A group that has the willingness, ability, and authority to buy a product is a a) market. b) consumer. c) strategic business unit. d) business customer. e) strategic window.

a. market

The adoption of a strategic focus for fulfilling the economic, legal, ethical, and philanthropic social responsibilities expected by stakeholders is called a) marketing citizenship. b) social responsibility. c) stakeholders. d) cause-related marketing. e) strategic philanthropy.

a. marketing citizenship

Hallaway's Corp.'s new shampoo, VS2, is faltering badly in the market. Hallaway's marketing personnel are unsure who is responsible for various marketing tasks, when these tasks are to be completed, or what resources have been allocated. Hallaway Marketing Director Carolyn Willis said that the problem is that VS2 has the most poorly written ___________ she has ever seen. a) marketing plan b) competitive plan c) implementation plan d) media schedule e) product specification sheet

a. marketing plan

Mixed Concrete cannot be shipped farther than twenty-five miles because the concrete might harden in the truck. Citrus County Concrete Company is the only supplier of mixed concrete to customers within a thirty-mile radius. Citrus County Concrete is an example of which one of the following competitive structures? a) Monopoly b) Oligopoly c) Monopolistic competition d) Pure competition e) Monopsony

a. monopoly

What type of competitive structure exists when a firm produces a product that has no close substitutes? a) Monopoly b) Oligopoly c) Monopolistic competition d) Pure competition e) Mixed competition

a. monopoly

Designing research procedures that produce reliable marketing data means that a) others using the same procedure will get almost identical data. b) the procedure must give results that support the hypothesis. c) the procedure must not give results that contradict other research studies. d) the procedure may give results that contradict other research studies. e) sampling must be done in a completely random manner.

a. others using the same procedure will get almost identical data

Pepsi wants to know where its Sierra Mist soft drink fits in with other drinks in the mind of the consumer. Marketers question a sample of consumers about Sierra Mist and other drinks on two different dimensions. They will most likely put this information into a _____ to show Sierra Mist's position. a) perceptual map b) ideal cluster c) product position chart d) market graph e) product matrix

a. perceptual map

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

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

Boca Burger's website features information about products, recipes, and nutritional values, but customers cannot actually purchase products from the website. This website is most likely used primarily as a ______ marketing tool. a) promotional b) distributional c) pricing d) targeting e) production

a. promotional

In reporting marketing research findings, the researcher should a) provide explanations in language that those who use the report to make decisions can understand. b) write the report in an extremely technical and statistical style. c) fit the problem to a favored statistical technique. d) not acknowledge any limitations associated with the study. e) give management the answers it wants.

a. provide explanations in language that those who use the report to make decisions can understand

An offshoot of mail surveys, ______ have shortcomings because the people who participate in them generally have higher incomes and education levels than the general population. a) purchase diaries b) telephone surveys c) online surveys d) focus-group interviews e) immediate feedback forms

a. purchase diaries

If in an industry, none of the many sellers could influence the price of supply of its products, this industry would be characterized as a) pure competition. b) a monopoly. c) monopolistic competition. d) oligopolistic competition. e) an oligopoly.

a. pure competition

Marriott wants to collect data about employee satisfaction within its organization. It decides to survey a sample of 50 employees by having a computer program automatically pick which employees will be in the sample. If every employee has an equal chance of being selected, Marriott is using a) random sampling. b) sampling populations. c) stratified sampling. d) nonprobability sampling. e) quota sampling.

a. random sampling

The broad nature of technology as it moves through society is referred to as a) reach. b) dynamics. c) environment d) self-sustaining. e) impact.

a. reach

Nelson Marketing Research is concerned about using surveys to conduct a marketing research project because a) response rates are declining. b) primary data are so much cheaper and easier to gather. c) survey data collection is highly inaccurate. d) survey data do not provide in-depth responses. e) the survey method has been replaced by the Internet.

a. response rates are declining

The process of dividing a total market into market groups because people within each group have relatively similar product needs is called a) segmentation. b) diversification. c) target marketing. d) concentration. e) customization.

a. segmentation

Which of the following acts was enacted to prevent businesses from restraining trade and monopolizing markets? a) Sherman Antitrust Act b) Clayton Act c) Federal Trade Commission Act d) Robinson-Patman Act e) Wheeler-Lea Act

a. sherman antitrust act

Information provided by a single firm on household demographics, consumer purchases, television viewing behavior, and responses to promotions is called ___________ data. a) single-source b) census c) consumer demographic d) multi-point e) single-point

a. single-source

The Texas Pitt Barbecuem Corporation has conducted a SWOT analysis of its competition, and sees a marketing opportunity for its new Texas Pit Barbecue restaurant. It has developed its marketing plan to include the type of products it will sell, the location for the restaurant, and the pricing it will use. Their plan includes a marketing objective to make a profit of 5% the first year of operation. So far, the owners of the restaurant have eliminated a key piece of the marketing plan, which is ______. a) specifying how they will achieve their marketing objective b) how they will address the competition's prices c) coming up with a quantitative measure for their objective d) developing a qualitative measure for their objective e) assessing their weaknesses

a. specifying how they will achieve their marketing objective

Kraft purchased the Duracell Battery Company and now operates this division as a separate profit center within the firm. In this example, Duracell is a(n) ___________ unit of Kraft. a) strategic business b) marketing c) dependent d) independent e) corporate

a. strategic business

The close relationship of Home Depot's philanthropic initiatives and its business goals is an example of a) strategic philanthropy. b) strategic ethics. c) cause-related marketing. d) strategic marketing. e) environmental philanthropy.

a. strategic philanthropy

John Deere's strong name recognition and solid customer demand for its farm and garden equipment are two elements of the firm's a) strengths. b) opportunities. c) weaknesses. d) threats. e) strategies.

a. strengths

SunnyD is aimed at mothers with children under age twelve. These mothers represent SunnyD's a) target market. b) consumer advocates. c) marketing strategy. d) marketing mix. e) marketing tactic.

a. target market

The Jackson Hewitt company wants to adopt the marketing concept as a business philosophy. To be consistent with this decision, it should adopt which of the following philosophies? a) The customer is always right. b) Making money is our business. c) Sell, sell, sell. d) Keep prices low. e) Focus on today.

a. the customer is always right

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

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

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

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

Which of the following best describes the acceptance of the marketing concept by American organizations? a) The marketing concept has yet to be fully accepted by all organizations. b) All organizations fully utilize the marketing concept to run their businesses. c) Nearly half of all organizations are still in the sales orientation and have not implemented the marketing concept. d) Most organizations have really not accepted the marketing concept because of its many costs and problems. e) Although American organizations fully accept the marketing concept, many foreign companies do not.

a. the marketing concept has yet to be fully accepted by all organizations

Wade is puzzled by the recent decrease in sales at one of the Auto Zone locations for which he is the regional manager. He knows the best way to approach this problem and obtain accurate information is to use a) the marketing research process. b) the opinions of store managers. c) company sales' data. d) hypothesis testing. e) stratified sampling of customers.

a. the marketing research process

Merck develops a better way to package and distribute its pharmaceutical products that requires less materials and waste. What major social responsibility issue is Merck addressing? a) The natural environment b) Consumerism c) Marketing ethics d) Legal obligations e) Community relations

a. the natural environment

The primary value that a marketer expects to receive from a customer in an exchange relationship is a) the price charged for the product. b) customer satisfaction. c) references to other potential customers. d) quality merchandise that meets expectations. e) few returns of the merchandise purchased.

a. the price charged for the product

A market opportunity results from a) the right combination of circumstances and timing that permit an organization to take action to reach a particular target market. b) monitoring the firm's capabilities. c) an increase in market share and profits. d) an assessment of environmental forces. e) technological determinism.

a. the right comibination of circumstances and timing that permit an organization to take action to reach a particular target market

Marketing research is best defined as a) the systematic design, collection, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of market opportunities. b) a framework for the day-to-day management and structuring of information gathered by marketers. c) a continuous gathering of data for an organization to make marketing decisions d) the collecting of data from secondary sources and internal documents. e) an intuitive process for making decisions based on personal knowledge and experience.

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

Which of the following statements about marketing environment forces is correct? a) They influence customers by affecting their lifestyles, standards of living, and preferences and needs for products. b) They do not influence customers' reactions to a firm's marketing mix. c) They fluctuate slowly and thereby create threats to a firm's marketing mix. d) They never fluctuate quickly. e) They do not influence the way a marketing manager performs certain marketing activities.

a. they influence customers by affecting their lifestyles, standard of living, and preferences and needs for products

In an effort to forecast his firm's sales for the coming year, Henry Thompson takes sales for the last three years and calculates a growth trend. Henry is employing which forecasting method? a) Time series analysis bExecutive judgment c) Surveys d) Regression analysis e) Market tests

a. time series analysis

Marketers for C & H Sugar believe that consumers have similar needs for the product. C & H will most likely use a(n) ___________ approach in defining a target market. a) undifferentiated b) differentiated c) product strategy d) cost-benefit e) demographic

a. undifferentiated

When the needs of individual consumers in a target market for a specific product are similar and the organization can satisfy most customers with a single marketing mix, the best approach to use may be the ___________ strategy. a) undifferentiated b) differentiated c) segmented d) concentrated e) heterogeneous

a. undifferentiated

Marketing activities are a) used by all sizes of organizations including for-profit, nonprofit, and government agencies. b) limited to use by larger for-profit and nonprofit organizations. c) implemented only to increase profits for the organization and to expand the scope of its customer base. d) used by all types and sizes of businesses but are not used by nonprofit organizations. e) used by small businesses and small nonprofit organizations the most.

a. used by all sizes of organizations including for-profit, nonprofit, and government agencies

Which of the following is the best example of utilizing technology to improve consumer relationships? a) Waiters recording orders on handheld computers b) Surveying customers to determine their needs c) Responding to changes in competitors' prices d) Introducing stringent package standards e) Requiring dolphin-safe tuna

a. waiters recording others on handheld computers

Which one of the following statements by a company president best reflects the marketing concept? a) We have organized our business to make certain that customers get what they want. b) We believe that the marketing department must organize to sell what we produce. c) We have organized an aggressive sales force in our company to promote our products. d) We try to produce only high-quality, technically efficient products. e) We try to encourage company growth.

a. we have organized our business to make certain that customers get what they want

A buyer for Macy's Department Stores orders handbags from a supplier because that supplier allows the buyer to maintain Macy's company policy of 30-day advance purchase notice. This is an example of ___________ influence on the business buying decision process. a) environmental b) organizational c) interpersonal d) individual e) demographic

b

A consumer's buying decisions are affected in part by the people around him or her. Such people and the forces they exert on an individual buyer are called a) motivational influences. b) social influences. c) roles. d) personality influences. e) cultural influences.

b

A salesperson at Best Buy tells Patrick Dunnavan that the Sony Notebook is one of the most reliable computer notebooks ever made. Patrick, however, has just heard about a second Sony recall for this model because of overheating. His most likely response will be to a) buy the Sony. b) forget the information from the salesperson. c) ignore the recall as a fluke. d) focus on positive aspects of the Sony. e) cease shopping for a computer notebook at this time.

b

Abercrombie & Fitch is developing a program to get to know its customers. Which of the following is not a reason why A&F needs to understand consumer buying behavior? a) customer's reactions to marketing strategy can impact the firm's success b) all customers are the same when it comes to buying behavior c) a firm should create a marketing mix that satisfies customers d) it helps the marketer predict how consumers will respond to marketing strategies e) the marketing concept stresses that a firm should know its customers

b

An accountant who purchases software for maintaining clients' books is an example of a buyer in a(n) ___________ market. a) consumer b) producer c) reseller d) government e) institutional

b

Because retailers have to be concerned with product selection, price, and space, they often evaluate products on the basis of a) their markup. b) sales per square foot of selling area. c) how many of the product they can fit in a certain amount of space. d) profit per dollar of selling price. e) the reliability of the supplier.

b

Collin Roberts of Roberts Construction is planning to buy a piece of used earth-moving equipment. He would most likely base his purchase decision on ___________ of the alternative machines. a) descriptions b) inspections c) a sampling d) specifications e) reputations

b

Compared with consumer goods, marketers aiming at business customers a) do not need to select target markets. b) have an enormous amount of information available concerning potential customers. c) have more difficulty in determining where their customers are located. d) are restricted in the types of promotion they can use. e) have more difficulty in estimating customers' purchase potentials.

b

Demand for a business product is _____ when two or more items are used in combination to produce a product. a) inelastic b) joint c) fluctuating d) derived e) partnered

b

Demand for a business product is ___________ if a price increase or decrease will not significantly affect that demand. a) elastic b) inelastic c) derived d) joint e) separate

b

If a consumer receives information that is inconsistent with her or his beliefs, the consumer may alter this information. This perceptual process is known as selective a) exposure. b) distortion. c) retention. d) information. e) organization.

b

In contrast to extended problem solving, routinized response behavior requires a) careful deliberation before making a choice. b) less information about products. c) more time. d) considerable thought. e) more money.

b

In its purchase of desktop business computers, Albertson's asked that potential suppliers provide information only on units with 4.0 gigabytes of memory. As Albertson's management evaluates this purchase, it finds that 4.0 gigabytes are inadequate for many of the software programs used at Albertson's. In this instance, the firm would need to modify which aspect of the purchase process? a) Searching b) Specification development c) Alternative evaluation d) Selection e) Performance evaluation

b

In placing a tire order with Michelin, South Side Industrial Supply finds that the truck tires it is ordering have increased $37.50 in price since the last order. South Side proceeds with the order, confident that it can pass on the price increase to future customers. This is an example of business products having ___________ demand. a) derived b) inelastic c) joint d) fluctuating e) higher

b

Inelastic demand in business markets refers to a situation where a) demand for a given product fluctuates very little over time. b) price increases or decreases will not significantly change demand for a given product. c) demand for a given product fluctuates significantly over time. d) demand for one product depends heavily on the demand for another product. e) supply for a given product cannot keep pace with the demand for it.

b

Input-output analysis is most likely to yield what type of information? a) Number of employees that a firm has b) Industries that purchase the major portion of an industry's output c) Kinds of returns a firm is getting on its equipment investments d) Type of inventory turnover that is characteristic of a firm e) Kinds of variables that would be used to segment the target market

b

Jennifer is interested in joining Kappa Lambda Iota sorority. She begins to shop at Sarah's, a local store where the Kappas buy their clothes. She also asks her family for a new car because all the sorority members have new cars. In these instances, Jennifer is influenced by a) personality. b) a reference group. c) a consideration set. d) a knowledge base. e) a role conflict.

b

Kellogg's is introducing a new bran waffle for toasters. Television commercials will be a key element in communicating the benefits associated with this product. Based on that decision, Kellogg's is expecting consumers to engage in what form of problem solving? a) Routinized response behavior b) Limited problem solving c) Extended problem solving d) Impulse buying e) Extensive response behavior

b

Kroger Grocery Store is an example of a reseller. Which of the following factors concerning reseller purchase decisions is false? a) Resellers are concerned with the level of demand for the product. b) Resellers are not concerned with how much space the product takes up as long as it has a high price. c) Resellers want producers to be able to supply adequate quantities of the product. d) Resellers are concerned with the availability of technical and promotional assistance from the producer. e) Resellers are concerned with the markup percentage they can get on the product.

b

Raython Hardware and Thames Industrial Supplier have worked closely for many years and have a mutually beneficial relationship in which Raython provides all of Thames's hardware needs in a timely manner. Raython and Thames's relationship could be best characterized as a(n) a) reciprocity agreement. b) partnership. c) intra-organizational group. d) alliance. e) tying arrangement.

b

Routinized response behavior is what a consumer does when a) purchasing an unfamiliar product. b) buying frequently purchased, low-cost items that need little effort. c) an information search is extensive and may involve consulting with friends and family. d) buying products that require a moderate amount of time for information gathering and deliberation. e) he or she enters the problem recognition stage of the consumer buying decision process.

b

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

b

Shortly after moving into their new home, Mark and Katherine Gould purchase and install smoke detectors and an alarm system. The Goulds are concerned about fulfilling their need for a) survival. b) safety. c) self-actualization. d) esteem. e) belonging.

b

St. Jude's Hospital decides to redo its kitchen with new flooring, cabinets, counters, and appliances. The hospital compiles a description of the project and then asks sellers to submit bids. After determining the most attractive bids, the hospital will then work with two or three companies to determine who will get the contract. This is an example of using ______ for a purchase decision. a) sampling b) negotiation c) inspection d) elimination e) description

b

The actions and activities associated with a position one holds within a group, organization, or institution constitute a) personality. b) a role. c) a motive. d) perception. e) an attitude.

b

The development of a person's self-concept is a function of a) learning. b) psychological and social factors. c) reference groups and opinion leaders. d) roles and family influences. e) subcultures.

b

The five major stages of the consumer buying decision process, in order, are a) information search, establishment of product criteria, evaluation of alternatives, purchase, and postpurchase evaluation b) problem recognition, information search, evaluation of alternatives, purchase, and postpurchase evaluation. c) problem recognition, information search, evaluation of alternatives, postpurchase evaluation and purchase. d) information search, evaluation of alternatives, purchase, trial adoption period, and postpurchase evaluation. e) problem recognition, purchase, evaluation of alternatives, postpurchase evaluation, and rebuy.

b

When a new variety of Kashi whole-grain breakfast cereals is first introduced, consumers will most likely engage in______ when deciding whether or not to purchase this new product. a) extended problem solving b) limited problem solving c) situational solving behavior d) routinized response behavior e) automatic processing behavior

b

Which method of business buying is necessary when products are highly homogeneous and examination of each item is not feasible? a) Negotiation b) Sampling c) Description d) Inspection e) Homogeneous selection

b

Which of the following companies would probably be most interested in tracking discretionary income levels? a) Safeway food stores b) BMW automobiles c) Gulf States Utilities d) General Mills e) Florida Orange Growers

b. BMW automobiles

In response to the increase in demand for organic foods, Wegmans, Inc., a regional supermarket, recently created organic food departments within their large stores. The creation of these departments was a result of a) a core compentency b) a market opportunity c) its sales orientation d) its distribution plan e) a competitive advantage

b. a market opportunity

A framework for gathering and managing information from sources both inside and outside an organization is referred to as a) marketing research agencies. b) a marketing information system. c) the marketing mix. d) a marketing research system. e) a secondary data system.

b. a marketing information system

The D-Lite Corporation produces a unique type of light bulb that is used in refrigerator manufacturing. D-Lite is the only maker of this light bulb, and there are no close substitutes for it. In this case, the D-Lite Corporation would be a) an oligopoly. b) a monopoly. c) involved in monopolistic competition. d) involved in perfect competition. e) involved in a perfect oligopoly.

b. a monpoly

The marketing concept is best defined as a) a second definition of marketing. b) a philosophy stating that an organization should try to satisfy customers' needs through a coordinated set of activities that allows the organization to achieve its goals. c) the performance of business activities that direct the flow of goods and services from producer to customer or user. d) a philosophy stating that an organization should attempt to accomplish its goals with no regard for the needs of customers. e) the inclusion of marketing activities in the activities of an organization.

b. a philosophy stating that an organization should try to satisfy customers' needs through a coordinated set of activities that allows the organization to achieve its goals

Which of the following statements is true? a) Political officials can not influence how much a government agency purchases and from whom. b) A recent U.S. Supreme Court decision nullified federal laws that restricted political campaign fund contributions for corporate labor unions. c) Company sponsored political advertising can only focus on topics and not on candidates. d) Political officials can not accept direct corporate campaign contributions. e) Companies can not participate in the political process through lobbying.

b. a recent U.S. Supreme Court decision nullified federal laws that restricted political campaign fund contributions for corporate labor unions

One overlooked internal source of secondary marketing information discussed in the text is a) sales receipts. b) accounting records. c) interviews with salespeople. d) quality control data. e) consumer surveys.

b. accounting records

The marketing concept is a management philosophy that affects a) only marketing activities. b) all efforts of the organization. c) mainly the efforts of sales personnel. d) mainly customer relations. e) only business organizations.

b. all efforts of the organization

Often, the Delphi technique is used in conjunction with an expert forecasting survey. The major objective is to a) allow an opportunity to obtain diverse expert opinions. b) allow experts to work separately to reach a consensus as to their forecasts. c) reach an accurate sales forecast through the use of multiple sales forecasting techniques. d) determine if the expert forecasting survey is superior to regression analysis. e) assess the extent to which this year's sales forecast is more accurate than that of previous years.

b. allow experts to work separately to reach a consensus as to their forecasts

Which one of the following best characterizes a marketing information system (MIS)? a) An MIS is an orderly gathering of information that is not supplied through routine reporting systems such as sales reports and accounting data. b) An MIS provides a continuous flow of information about such things as distribution costs, prices, sales, and advertising expenses. c) An MIS is conducted on a special-project basis when needed. d) An MIS requires adjustments to its techniques to adapt to environmental circumstances and is in reality part of the accounting system. e) An MIS involves internal information collection about employees and customers.

b. an MIS provides a continuous flow of information about such things as distribution costs, prices, sales, and advertising expenses

An ethical issue is a) likely to arise when an employee's moral philosophy is consistent with the organization's expectations of the employee's behavior. b) an identifiable problem, situation, or opportunity requiring an individual to choose from among several actions that must be evaluated as right or wrong. c) most often found in personal selling situations. d) easily resolved by consulting written laws and regulations. e) characterized by a blatant disregard for human rights and equality.

b. an identifiable problem, situation, or opportunity requiring an individual to choose from among several actions that must be evaluated as right or wrong

All companies have a responsibility to ______ so they can provide a return on investment to their owners and investors, create jobs for the community, and contribute goods and services to the economy. a) offer the lowest price b) be profitable c) obey their customers d) provide the largest selection possible e) pay employees more than minimum wage

b. be profitable

The term "______" describes measuring and evaluating a firm's quality in products and processes against industry leaders. a) total quality management b) benchmarking c) internal marketing d) empowerment e) implementation

b. benchmarking

There is some concern that marketing research has been used incorrectly by some firms. The major problem comes from ___________ because the researcher wants to obtain favorable results. a) using an inappropriate sample b) bias and distortion c) trying to be objective about views and opinions d) using in-house research departments e) employing large research firms, such as Gallup

b. bias and distortion

The boundary between legal and ethical issues is a) clearly distinguished. b) blurred. c) nonexistent. d) determined by the courts. e) determined by marketing managers.

b. blurred

Managing customer relationships requires identifying patterns of ___________ and then using that information to focus on the most promising and profitable customers. a) demographics b) buying behavior c) retailer information d) personality differences e) stock market cycles

b. buying behavior

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

b. cash contributors

The Boston Consulting Group classifies products that have a dominant market share but low prospects for growth and that generate more cash than is required to maintain market share as a) dogs. b) cash cows. c) stars. d) cash contributors. e) question marks.

b. cash cows

In a traditional organization, marketing decisions are likely to be a) very decentralized. b) centralized at the top levels of the organization. c) made by frontline employees. d) made by frontline managers. e) made only by the CEO.

b. centralized at the top levels of the organization

When selecting specific target markets, a firm should a) revert to an undifferentiated approach if the market is deemed heterogeneous. b) choose the segments most in line with the firm's objectives and long-term growth. c) choose all segments that are determined to be profitable for the organization. d) choose the minimum number of segments necessary to achieve company sales potential. e) pick the segments with the best sales forecasts for the upcoming period of time.

b. choose the segments most in line with the firm's objectives and long-term growth

Codes of conduct are also frequently known as a) ethics mandates. b) codes of ethics. c) corporate culture. d) ethics compliance programs. e) moral codes.

b. codes of ethics

Palmetto Regional Hospital has designed an upcoming research project for determining the best methods for improving patient care. The next step the organization must take in the marketing research process is a) interpreting research findings. b) collecting data. c) developing a testable hypothesis. d) sampling the population. e) reporting research findings.

b. collecting data

Who are the primary recipients of the benefits of strategic philanthropy? a) Employees and investors b) Companies and society c) Primary stakeholders d) Managers and companies e) Society and communities

b. companies and society

The product variable of the marketing mix can include all of the following except a) creation of brand names. b) consumer perception of the product price. c) development of product packaging. d) warranty issues. e) repair services.

b. consumer perception of the product price

In a classroom discussion, Jacob agrees with Marcie that consumers generally want biodegradable beverage cups. However, he says that businesses in that industry must evaluate whether a) they can be produced. b) consumers are willing to pay higher prices for them. c) the competition will ever make them. d) stores will stock them. e) they can be effectively promoted.

b. consumers are willing to pay higher prices for them

According to President Kennedy's consumer bill of rights, the right to choose means that a) consumers' interests will receive full and sympathetic consideration in the formulation of government policy. b) consumers should have access to a variety of products and services at competitive prices. c) consumers should have access to and the opportunity to review all relevant information about a product before buying it. d) marketers have an obligation not to knowingly market a product that could harm consumers. e) consumers should be able to buy products at prices they are willing to pay.

b. consumers should have access to a variety of products and services at competitive prices

An appliance manufacturer that sells to large retail stores, wholesalers, and institutions would probably organize its marketing unit on the basis of a) subregions. b) national divisions. c) types of customers. d) functions. e) products.

c. types of customers

In the process of conducting marketing research, marketers should allow for a) periodic review of data during the collection period. b) continual evaluation of the data during the entire collection period. c) no data review during collection; instead, they should wait for later interpretation of research findings. d) descriptive research to solve general problems. e) statistical analysis during the collection period.

b. continual evaluation of the data during the entire collection period

Long-term relationships with profitable customers is the key objective of a) personal selling. b) customer relationship management. c) production oriented firms. d) e-marketing. e) distribution channels.

b. customer relationship management

Jack Bateson knows his business has a problem because of an increasing number of consumer complaints received recently. He has decided how to make this problem a precise, researchable statement and should next move on to a) calculating reliability and validity. b) designing the research project. c) collecting data. d) interpreting research findings. e) taking corrective action.

b. designing the research project

Which of the following is the best definition of green marketing? a) Using technology and human resources for marketing efforts designed to reduce waste b) Developing, pricing, promoting, and distributing products that do not harm the natural environment c) Protecting the natural environment through the implementation of programs for environmental cleanup d) Using only recycled materials in the production, distribution, and disposal of a company's products e) Meeting the criteria necessary to receive the European Eco-label through efforts designed to protect the natural environment

b. developing, pricing, promoting, and distributing products that do not harm the natural environment

When Pepsi Max implemented a telephone survey to determine the effectiveness of a recent advertising campaign. One of the questions the interviewer asked was, "Have you ever heard of a cola with twice the caffeine of regular colas?" This is an example of which of the following kinds of questions? a) Open-ended b) Dichotomous c) Multiple-choice d) Imperative e) Declarative

b. dichotomous

Procter & Gamble markets Cheer detergent to young singles and couples and Tide detergent to families. Procter & Gamble is using a(n) ___________ targeting strategy for laundry detergents. a) multiuse b) differentiated c) stratified d) undifferentiated e) concentrated

b. differentiated

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

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

In Europe, companies can voluntarily apply for a designation to indicate that their product is less harmful to the environment than competing products. This label is known as the a) Green Marketing Stamp. b) Eco-label. c) Forest Stewardship Seal. d) Better Product Project. e) Good Housekeeping Seal.

b. eco-label

______ is the degree to which an exchange helps achieve an organization's objectives. a) Controlling b) Effectiveness c) Success rate d) Efficiency e) Objectivity

b. effectiveness

A market orientation is an organization-wide effort that includes all of the following activities except a) researching customers' needs. b) focusing on the marketing department only. c) generating marketing intelligence for use in the organization. d) being responsive to customers' ever-changing wants and needs. e) disseminating marketing intelligence across departments within the organization.

b. focusing on the marketing department only

Distribution-related ethical issues arise when marketers a) do not provide intermediaries with enough information about how a product is priced. b) force channel intermediaries to behave in a specific manner. c) bribe salespeople to push one product over another. d) fail to disclose information to consumers about the risks associated with using a product. e) distribute a product that is very similar to a competing product.

b. force channel intermediaries to behave in a specific manner

Systems such as PRIZM and Acorn provide companies with lifestyle and demographic information about neighborhoods throughout the United States. This information is used to aid a) behavioristic segmentation. b) geodemographic segmentation. c) market density analysis. d) demographic segmentation. e) geographic segmentation.

b. geodemographic segementation

Subaru is producing a new crossover van with all-wheel drive. Which of the following would be a likely variable for segmenting the market for this new model? a) Religion b) Geographic location c) Income d) Political views e) Ethnicity

b. geographic location

Initiatives intended to improve an organization's positive impact on society and the natural environment are called a) environmental marketing b) green marketing c) socially-responsible marketing d) energy-conscious marketing e) socially-conscious marketing

b. green marketing

Suppose that a retail store conducts a mail survey of its customers and finds that 50 percent of the customers believe store personnel are "courteous." Which benchmark or comparison would be most useful for interpreting this result? a) The annual dollars spent at the store by those customers who believe store personnel are courteous b) How the 50 percent figure compares with that for competitors c) The percentage of store personnel who have completed training in customer service and public relations d) How the 50 percent figure compares with industrial or wholesale institutions and stores e) The percentage of store personnel who feel they are courteous to customers

b. how the 50 percent figure compares with that for competitors

Marketers often begin the data collection phase of a research project by gathering secondary data. This type of information may come from both ___________ and ___________ sources. a) government; business b) internal; external c) primary; secondary d) formal; informal e) collected; distributed

b. internal; external

The primary advantage of a concentrated targeting strategy is a) it meets the needs of a wide range of consumers. b) it allows a firm to specialize to meet specific customer needs. c) it is more flexible than any other approach. d) it is the least risky targeting approach. e) its customers are the most willing to repurchase the same brands.

b. it allows a firm to specialize to meet specific customer needs

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

b. market

Realizing that consumers have begun to seek vehicles that use less gasoline, Toyota heavily promotes its hybrid automobiles to capitalize on this __________ while the strategic window is open. a) marketing mix b) market opportunity c) objective d) requirement e) goal

b. market opportunity

General Electric calculates that the total number of light bulbs sold to consumers in the next year by all light bulb producers is 1 billion, given anticipated marketing efforts by the firms involved. This figure represents the industry's a) sales potential. b) market potential. c) target growth rate. d) sales forecast. e) sales objective.

b. market potential

__________ describe the similarities among potential customers within a market segment and explain the differences among people in different market segments. a) Market segmentation variables b) Market segment profiles c) Segmentation grids d) Market differentiation indexes e) Market concentrations

b. market segment profiles

The Sara Lee Company is attempting to forecast sales for a new ice cream cake. To come up with an accurate forecast, Sara Lee places the product in Atlanta supermarkets for a period of four months. In this instance, Sara Lee is using which forecasting method? a) Time series analysis b) Market test c) Executive judgment d) Regression analysis e) Survey

b. market test

_________ is the process of establishing performance standards, comparing actual performance with established standards, and reducing the difference between desired and actual performance. a) Internal control analysis b) Marketing control c) Market flow regulation d) Environmental market analysis e) External analysis

b. marketing control

A change in the minimum drinking age in any given state illustrates a change in the ___________ for Miller Brewing. a) marketing mix b) marketing environment c) marketing concept d) marketing task e) product concept

b. marketing environment

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

b. marketing environment

Starbucks is presently involved in a process of assessing marketing opportunities and resources, determining marketing objectives, re-defining marketing strategies, and developing guidelines for implementation and control. Thus, Starbucks is involved in a) strategic analysis. b) marketing planning. c) marketing management. d) marketing. e) market organization.

b. marketing planning

A study that is valid and reliable a) is called a marketing research study. b) measures what it is supposed to measure and produces almost identical results every time. c) is expensive to implement and complete. d) measures subtle differences in the population being studied. e) is difficult to produce without expert researchers.

b. measures what is supposed to measure and produces almost identical results every time

Which of the following statements about codes of conduct is true? a) All publicly-traded companies have formal codes of conduct. b) Most large corporations have formal codes of conduct. c) Codes of conduct are unnecessary for small- and medium-sized companies. d) Approximately half of large companies have formal codes of conduct. e) Very few companies have formal codes of conduct, but most have informal codes.

b. most large corporations have formal codes of conduct

If a company segments its market on the basis of their reasons for purchasing a particular product, the primary segmentation variable in use is a) lifestyle. b) motives. c) personality. d) benefit expectations. e) personality attributes.

b. motives

For demographic purposes, a mail survey sent out by the American Cancer Society asks each respondent to identify their race by choosing among a list of possibilities. This common type of question is called a(n) _____ question. a) dichotomous b) multiple-choice c) categorized d) open-ended e) optional response

b. multiple-choice

What type of competitive structure exists when just a few sellers control a large portion of the supply of a product? a) Monopoly b) Oligopoly c) Monopolistic competition d) Mixed competition e) Pure competition

b. oligopoly

Most marketers operate in a competitive environment of either a) oligopoly or monopoly. b) oligopoly or monopolistic competition. c) oligopoly or pure competition. d) monopoly or pure competition. e) pure competition or monopolistic competition.

b. oliopoly or monopolistic competition

All of the following statements about product positioning are true except a) product positioning decisions are not only for new products. b) product positioning is the customer's absolute perception of a product's attributes. c) effective product positioning helps serve a specific market segment by creating an appropriate concept in the minds of customers in that market segment. d) product positioning is concerned with creating and maintaining a certain concept of the firm's product in customers' minds. e) when marketers position a product, they try to position it so that it seems to possess the characteristics the target market desires.

b. product positioning is the customer's absolute perception of a product's attributes

When DuPont develops new carpet fibers that are highly stain-resistant and durable, it must educate consumers about the product's benefits. This calls for activity in which of the following marketing mix variables? a) Price b) Promotion c) Distribution d) Product e) PackagingKashi Heart to Heart cereal is aimed at people concerned with heart health representing the Kashi

b. promotion

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

b. provides framework for implementing and controlling marketing activities

Stratford Manufacturing is interested in total quality management and wants to learn more about its principles. Which of the following elements will Stratford not address in its investigation of TQM? a) Improving customer satisfaction b) Purchasing lowest-cost materials c) Increasing employee participation d) Strengthening supplier partnerships e) Continuous product improvements

b. purchasing lowest-cost materials

The two least common competitive structures at the opposite ends of the continuum are a) monopolies and oligopolies. b) pure competition and monopolies. c) monopolistic competition and monopolies. d) pure competition and no competition. e) oligopolies and pure competition.

b. pure competition and monopolies

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

b. random

Although Matt's company engages in environmental scanning and analysis, he feels more comfortable changing his policies and strategies to adapt to environmental forces rather than trying to influence these forces. Matt has a(n) _____ approach to marketing environmental forces. a) inactive b) reactive c) proactive d) negative e) variable

b. reactive

Marketing ethics a) refers to laws and regulations that govern marketing. b) refers to principles and standards that define acceptable conduct in marketing. c) maximizes an organization's positive impact and minimizes its negative impact on society. d) is most important for advertising agencies. e) applies well-defined rules for appropriate marketing behavior.

b. refers to principles and standards that define acceptable conduct in marketing

As far as prices are concerned, environmentalists believe prices should a) be based on the cost of materials used to manufacture the product. b) reflect the direct cost as well as the cost of air, water, and soil used. c) be determined by the supply and demand of products in the marketplace. d) include a large tax to defray the costs of environmental compliance. e) be based on the renewability of the resources used to make the product.

b. reflect the direct cost as well as the cost of air, water, and soil used

Within a business organization, a profit center that is self-supporting in terms of sales, markets, production, and other resources is known as a a) profit entity. b) strategic business unit. c) marketing program. d) small business. e) diversified corporation.

b. strategic business unit

Managers at the Littlefield Corporation are engaged in a complex process of revising their organization's mission and goals and developing corporate strategy, marketing objectives, marketing strategy, and, eventually, a marketing plan. This process is called a) marketing planning. b) strategic planning. c) marketing strategy. d) corporate strategy. e) strategic business planning.

b. strategic planning

Technology is a) the application of scientific knowledge to build products that customers desire. b) the application of knowledge and tools to solve problems and perform tasks more efficiently. c) applied sciences. d) one of the weakest marketing environment forces. e) the result of research performed primarily by universities.

b. the application of knowledge and tools to solve problems and perform tasks more efficiently applied sciences

Rob Donaldson runs a successful wholesale business that sells equipment to restaurants throughout the Midwest. He is considering purchasing his own fleet of trucks to deliver the equipment instead of relying on a shipper as he is currently doing. This most closely represents a decision about a) which market he should target. b) the best way to distribute his products. c) how to effectively promote his business. d) the product he provides to his customer. e) which supplier he should use.

b. the best way to distribute his products

How would marketers most likely benefit from the consumer's right to be heard? a) Consumers will also tell others about their bad experience with the company. b) The company can use the information to make its products better. c) They gain valuable information about their competitors. d) Consumers are more loyal to companies who have wronged them. e) More information about the products can be posted online.

b. the company can use the information to make its products better

Which of the following statements best describes total quality management? a) A process aimed at improving product quality, increasing competition based on quality, and quality improvement among employees b) The coordination of efforts directed at improving customer satisfaction, increasing employee participation, forming and strengthening supplier partnerships, and facilitating continuous quality improvements c) A method of increasing overall financial benefits, emphasizing faster development of innovations, and improving customer satisfaction d) A process directed at controlling marketing activities at a higher level of involvement among the firms' employees e) An approach used to emphasize the need for quality among a firm's hierarchy of employees, beginning with top-level executives

b. the coordination of efforts directed at improving customer satisfaction, increasing employee participation, forming and strengthening supplier partnerships, and facilitating continuous quality improvements

The major disadvantage of a mail survey versus a telephone or personal survey is a) having to offer premiums. b) the failure of respondents to return the questionnaire. c) the elimination of interview bias. d) the lack of open-ended questions. e) the cost.

b. the failure of respondents to return the questionnaire

Which of the following variables would most likely be used to segment a business market? a) An attitude of the company's CEO b) The geographic location of the company c) The lifestyle of the company's buying agent d) Net income generated by the company e) Common opinions of the company's employees

b. the geographic location of the company

A representative from Coca-Cola stops by at a local fast-food restaurant once a month to inquire how much soft drink syrup the store will need. The restaurant's orders are an example of which type of business purchase? a) New-task b) Modified rebuy c) Straight rebuy d) Bid e) Negotiated

c

About what percentage of the annual U.S. gross domestic product is government spending? a) 2 percent b) 10 percent c) 20 percent d) 30 percent e) 50 percent

c

Having used both Secret and Sure deodorants, Annette feels that Secret is a good product and the one that best meets her needs. She has formed a(n) ___________ about Secret. a) motive b) consideration set c) cognition d) attitude e) self-concept

d

The effect that coworkers have on the ethical decision-making process depends on a person's exposure to ethical and unethical behavior. Which of the following statements about ethical decision making is true? a) The more a person is exposed to ethical activity in the organization, the more likely he or she will behave unethically. b) The more a person is exposed to unethical activity in the organization, the more likely he or she will behave unethically. c) The more a person is exposed to unethical activity in the organization, the less likely he or she will pay attention to that activity. d) The more a person is exposed to ethical activity in the organization, the less likely he or she will pay attention to that activity. e) Exposure to ethical and unethical activity has no effect on a person's decision-making process.

b. the more a person is exposed to unethical activity in the organization, the more likely her or she will behave unethically

Which of these statements is not true about business markets? a) the purchase may be made to resell the item b) the purchase is always made by more than one individual c) the purchase may be made to use in general daily operations d) the purchase may be made to use in production of another product e) they can also be referred to as organizational markets

b. the purchase is always made by more than one individual

According to the textbook, which of the following statements is most accurate? a) A small company always should organize by products, and a large organization should organize by regions. b) There is no single approach to organizing a marketing unit that works well in all businesses. c) Some organizations, by nature, have no specific internal structure. d) Organizing by type of customer works best for companies with few groups of customers. e) Using several bases for organizing leads to uncoordinated marketing management.

b. there is no single approach to organizing a marketing until that works well in all businesses

Which of the following is the biggest drawback to using psychographic variables? a) They are not strongly reflective of consumer behavior. b) They are difficult to measure. c) They give poor information about consumer needs. d) They do not reflect socioeconomic characteristics of consumers. e) The resulting segments are difficult to be reached.

b. they are difficult to measure

Which one of the following statements about codes of conduct (ethics) is false? a) They are formalized rules and standards that describe what a company expects of its employees. b) They must be detailed enough to take into account many possible situations. c) They encourage ethical behavior by eliminating opportunities for unethical behavior because employees know what is expected of them. d) They help marketers deal with marketing issues by prescribing and limiting certain activities. e) Top management must provide leadership in implementing codes of ethics.

b. they must be detailed enough to take into account many possible situations

For an exchange to occur, four conditions must exist: first, two or more individuals, groups, or organizations must participate, and each must possess "something of value" that the other desires; second, the exchange must provide a benefit or satisfaction to both parties; third, each must have confidence in the promise of the "something of value" held by the other; and fourth, a) the parties must agree to participate in the trading of "something of value." b) to build trust, parties to the exchange must meet expectations. c) both parties must participate in the trading of the "something of value." d) one party must be willing to compromise. e) one party must have sufficient bank credit to finance the exchange.

b. to build trust, parties to the exchange must meet expectations

Technology assessment is a) measuring how much technology has been incorporated into an organization. b) trying to foresee the effects of new products and processes on the firm's operation and on society in general. c) assessing how much technology one wants to incorporate into a company in the future. d) judging how a firm's products affect society. e) weighing the cost of new technology to determine whether a firm can afford to use it.

b. trying to foresee the effects of new products and processes on the firm's operations and on society in general

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

b. undifferentiated

The ProMark Company manufactures and sells only one type of ballpoint pen at just one price. All its advertising is the same and is directed at the mass market. What type of targeting strategy is the ProMark Company using? a) Extensive b) Undifferentiated c) Concentrated d) Intensive e) Differentiated

b. undifferentiated

Although Shelby's income is comfortable, she hesitates to purchase a new car because she is concerned about how poor economic conditions may affect her company and in turn her future employment. Shelby lacks a) disposable income. b) willingness to spend. c) buying power. d) credit. e) discretionary income.

b. willingness to spend

Sixteen-year-old high school students do not form a market for alcoholic beverages because they a) lack sufficient buying power to form a market. b) lack the authority to purchase this type of product. c) do not want to purchase this type of product. d) do not have sufficient experience with this type of product. e) lack the money to purchase this type of product.

bl lack the authority to purchase this type of product

A Pillsbury mill in Utah buys grain from growers in the western region. The purchasing agent for Pillsbury will most likely use which buying method? a) Description b) Inspection c) Sampling d) Negotiation e) Selection

c

A culture can be divided into subcultures according to a) personality characteristics of individuals in that culture. b) motives that members of that cultural group have for their behavior. c) geographic regions or human characteristics, such as age or ethnic background. d) income levels. e) information to which consumers allow themselves to be exposed.

c

Which step in the marketing research process follows collecting data? a) Reporting research results b) Implementing organizational change c) Interpreting research findings d) Designing the research project e) Refining the research issue

c. interpreting research findings

According to Coleman's major social class categories, which of the following social classes in our culture has these characteristics: lives in well-kept neighborhoods, likes fashionable items, and is often found in management positions? a) Lower class b) Upper class c) Middle class d) Working class e) First class

c

After deciding to order replacement parts for aging machinery, the buyer for a construction company examines catalogs and trade publications looking for these parts. The buyer is at which stage in the business buying decision process? a) Problem recognition b) Product specification c) Product-supplier search and evaluation d) Product-supplier selection e) Product-supplier post-evaluation

c

All of the following are important concerns of business customers except a) achieving a specific level of quality in the products offered to target markets. b) obtaining a level of quality that meets specifications. c) obtaining products that exceed specifications to ensure the best possible product performance. d) obtaining products for which the quality level is consistent. e) supporting customers with services they expect.

c

As Jeff runs out of shaving cream, he immediately tries to remember what he did the last time this happened. He is engaging in a) external search. b) consideration set development. c) internal search. d) cognitive dissonance. e) alternative evaluation

c

As it places its order for truck tires with Michelin, South Side Industrial Supply realizes that it must also place an order for valve stems and balancing weights for the truck tires. Such business products are characterized as having ____________ demand. a) derived b) inelastic c) joint d) fluctuating e) higher

c

Bob Denton of Denton Pest Control buys equipment from a supplier because that supplier hires him to spray the warehouse for insects periodically. This practice is known as a) cost-benefit analysis. b) cooperative selling. c) reciprocity. d) supplier agreement. e) modified rebuy purchase.

c

Changing people's attitudes toward a firm and its marketing program is a) simple when advertisements are used. b) impossible, even if the firm uses advertisements. c) a long, expensive, and difficult task that may require extensive advertising campaigns. d) unnecessary, since consumer attitudes are of little importance. e) rarely attempted through the use of marketing practice.

c

Chloe and Max are searching for a health club to join. This purchase will likely be affected by ___________ involvement. a) low b) internal c) enduring d) evoked e) perceived

c

Churches, charitable organizations, and private colleges are considered _____ buyers. a) corporate b) government c) institutional d) producer e) nonprofit

c

Compared with the SIC system, the North American Industry Classification System (NAICS) will a) look at many industries at one time. b) be used throughout the world. c) contain the most up-to-date information for the NAFTA partners. d) provide less information about service industries. e) generate statistics that will not be useful in comparing countries.

c

Consumers tend to remember information inputs that support their feelings and beliefs and forget inputs that do not. This is known as selective a) exposure. b) distortion. c) retention. d) information. e) organization.

c

Demand for business products is characterized as derived. From what is the demand derived? a) Industrial demand b) Modified demand c) Demand for consumer products d) Future product demand e) The business cycle

c

Goodyear is a manufacturer and marketer of tires for new passenger cars. In recent years, the company's business has declined because of the overall decrease in consumer demand for new cars. In this case, the demand for Goodyear's tire products is said to be _______since it depends on the demand for new cars. a) inelastic b) fluctuating c) derived d) elastic e) nonderived

c

Management at Readyfresh Dry Cleaners is concerned that it maintains a high level of service for its business accounts. How should the firm monitor the level of service these customers receive? a) Develop a code of service. b) Set service objectives. c) Formally survey customers. d) Specify service uniformity. e) Stress truthfulness with employees.

c

Market researchers for a local bakery determined that Jewish people consume 63 percent of the portion of bagels sold in New York City. This is an example of ___________ influence on consumer buying decision processes. a) demographic b) situational c) subcultural d) role e) social class

c

Perry Supply's sales and sales force have continued to expand. Now, the firm plans to add a fleet of company cars as part of its sales compensation package. For Perry Supply, these vehicles would represent a ____________ purchase. a) modified rebuy b) straight rebuy c) new-task d) reevaluated e) repetitive

c

The U.S. Army recruits soldiers based on the slogan, "An army of one," implying that people can reach their full personal potential in the U.S. Army. This is an appeal to what need according to Maslow's hierarchy of needs? a) Safety b) Esteem c) Self-actualization d) Physiological e) Social

c

The fact that business customers purchase products to be used directly or indirectly in the production of goods and services to satisfy customers' needs means that demand for business products is a) joint. b) economically stable. c) derived. d) inelastic. e) more fluctuating.

c

The second stage in the business buying decision process is to a) search for products and suppliers. b) select the most appropriate product. c) develop product specifications. d) evaluate product and supplier performance. e) recognize the problem.

c

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

c

The three purposes for which individuals or groups can use products in order for it to be considered a business market are a) use in daily operations, end consumption, and resale. b) direct use in producing other products, company travel, and end consumption. c) resale, use in daily operations, and direct use in producing other products. d) governmental, institutional, and reseller purposes. e) making other products, selling to other businesses, making component parts.

c

Which of the following statements regarding social class is true? a) A social class is a closed aggregate of people with similar social ranking. b) The criteria used to group people into social classes do not vary from one culture to another. c) A social class is an open aggregate of people with similar social ranking. d) A social class is a ranking of people by other members of society into positions of social respect. e) A social class is an open aggregate of people with different social rankings.

c

Which of the following is not an example of the implementation of the marketing concept? a) Jimmy Dean's Sausage introduces turkey sausage patties for a healthier alternative to pork. b) Mar's Candy asks customers to vote online for a new color for its M&M's candy. c) Burger King reduces the labor costs to produce its sausage-egg biscuits. d) Microsoft offers rewards for users who can find flaws in its new software. e) Saab introduces pop-up rollover bars in its convertibles to protect its consumers in the event of a serious collision.

c. Burker King reduces the labor costs to produce its sausage-egg biscuits

Mattel views the toy market as composed of four age groupings, each with different needs and desires. Each of these groups are known as a) an undifferentiated market. b) heterogeneous. c) a market segment. d) a marketing mix. e) a concentrated market.

c. a market segment

The Coca-Cola Company has recognized the significant increase in population diversity within the U.S. soft-drink market. Which one of the following best illustrates the company's integration of this knowledge into its marketing strategy? a) Ads featuring nostalgic Americana b) Bonus coupons in Coca-Cola twelve-packs c) Ads featuring Hispanic actors and Tejano music d) Ads in The New Yorker and Reader's Digest e) Ads aimed at children

c. ads featuring Hispanic actors and Tejano music

The strategic planning process begins with a) development of an organizational mission statement. b) development of marketing strategy. c) analysis of the marketing environment. d) analysis of target markets. e) development of a marketing plan.

c. analysis of the marketing environment

Business decisions made in creating a marketing mix a) are made before a target market is identified. b) are unchangeable once they are agreed upon by management. c) are only as good as the organization's understanding of the needs of the target market. d) usually take place when a strategic window is open. e) must always be consistent with the firm's opportunities.

c. are only as good as the organization's understanding of the needs of the target markeet

Jason, a 17-year old high school student, wants to buy a pack of Marlboro Lights. He has the money to purchase them, but he is still not considered to be a market for the product due to his lack of _____ to buy. a) ablity b) willingness c) authority d) need e) location

c. authority

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

c. cash cow

The four basic rights outlined in the Consumer Bill of Rights include the right to safety, the right to be heard, the right to a) inform, and the right be chosen. b) consumer education, and the right to honesty. c) choose, and the right to be informed. d) redress, and the right to choose. e) honesty, and the right to redress.

c. choose, and the right to be informed

A __________ is created when a company matches its core competency to opportunities it has discovered in the marketplace. a) market opportunity b) market requirement c) competitive advantage d) strategic window e) competitive opportunity

c. competitive advantage

When marketers define their target market, they simultaneously establish a set of a) technologies. b) monopolies. c) competitors. d) government regulations. e) sociocultural forces.

c. competitors

According to some environmentalists, what are the three types of products that all products should be reduced to? a) Durable goods, natural resources, and unsalables b) Nondurable goods, durable goods, and consumables c) Consumables, durable goods, and unsalables d) Environmental goods, recyclables, and salables e) Permanents, temporaries, and renewable resources

c. consumables, durable goods, and unsalables

The Browardton Quilters' Guild has contacted all the major networks to try to warn people about the poor performance of miniature, hand-held sewing machines. These quilters are engaging in a) publicity stunts. b) the right to safety. c) consumerism. d) lobbying. e) political action.

c. consumerism

According to the consumer bill of rights, the right to be informed means that a) consumers' interests will receive full and sympathetic consideration in the formulation of government policy. b) consumers should have access to a variety of goods and services at competitive prices. c) consumers should have access to and the opportunity to review all relevant information about a product before buying it. d) marketers have an obligation not to knowingly market a product that could harm consumers. e) consumers should be told when the quality of a product has changed.

c. consumers should have access to and the opportunity to review all relevant information about a product before buying it

A __________ is something that an organization does extremely well and may give a company an advantage over its competition. a) benchmark b) sustainable competitive advantage c) core competency d) strategic vision e) marketing opportunity

c. core competency

Tasha recently changed employers within the same industry. At her old company, employees routinely took home company pens, pencils, paperclips, and note pads, and they frequently made personal long-distance calls on company phones. Tasha observes that employees do not engage in such practices at her new company. What Tasha sees is best described as a difference in a) significant others. b) profit objectives. c) corporate culture. d) legal climate. e) corporate goals.

c. corporate culture

The marketing mix is built around the a) product. b) company. c) customer. d) employee. e) retail outlet.

c. customer

All of the following are categories of common forecasting techniques for business except a) surveys. b) time series analysis. c) customer determined. d) executive judgment. e) market tests.

c. customer determined

The main focus of a marketing information system is on a) the coordination of external information sources. b) classifying data into the proper information categories. c) data storage and retrieval. d) the accurate maintenance of inventory levels. e) gathering information on competitive activity.

c. data storage and retrieval

Primary data are best described as the a) first batch of data collected for a specific study. b) data that are necessary for a correct decision. c) data that are observed, recorded, or collected directly from subjects. d) data that are compiled for some purpose other than the study in question. e) data that are collected inside and outside the organization for some purpose other than the current investigation.

c. data that are observed, recorded, or collected directly from subjects

In order to be considered a market, people do not have to have a) a need or desire for a particular product. b) the ability to purchase the product. c) discretionary income to purchase the product. d) the willingness to use their buying power. e) the authority to buy the specific products.

c. discretionary income to purchase the product

Which of the following attributes of a Toyota Scion would be most appropriate to emphasize in television commercials during an economic recession? a) Stereo system b) Prestige c) Durability d) Leg room e) Sporty design

c. durability

______ refers to minimizing the resources an organization must spend to achieve a specific level of desired exchanges. a) Effectiveness b) Productivity c) Efficiency d) Objectivity e) Cost cutting

c. efficiency

Collecting information from secondary sources such as business, government, trade, and general-interest publications plays an important role in a) environmental analysis. b) competitive forces. c) environmental scanning. d) procompetitive legislation. e) self-regulatory forces.

c. environmental scanning

Within the scope of her job, Sue Hanson gives ethics advice, disseminates a code of ethics, reviews the code of ethics, and takes action on ethics violations. Sue is the ____________ in her company. a) attorney b) marketing manager c) ethics officer d) owner e) consumer activist

c. ethics officer

By offering credit and financing through its GMAC division, General Motors is trying to help consumers a) expand future buying power at the expense of current buying power. b) expand disposable income at the expense of discretionary income. c) expand current buying power at the expense of future buying power. d) expand both disposable income and wealth. e) decrease both disposable and discretionary income.

c. expand current buying power at the expense of future buying power

Suppose that marketers at Lever Bros. are trying to determine whether the use of free samples of Snuggle fabric softener was the reason for a sales increase in a particular store. The type of research conducted to answer this question is a) exploratory. b) descriptive. c) experimental. d) informal. e) qualitative.

c. experimental

A research method in which a number of people are exposed to an idea or concept and the interaction of the people is observed is called a(n) a) in-home interview. b) mail-group survey. c) focus-group interview. d) shopping mall intercept interview. e) chat room interview.

c. focus-group interview

Which of the following is not one of the four objectives that environmentalists believe companies should implement in order to sustain the natural environment? a) Eliminate the concept of waste. b) Reinvent the concept of a product. c) Force consumers to recycle products. d) Make prices reflect the true cost of a product. e) Make environmentalism profitable.

c. force consumers to recycle products

The marketing unit can be organized by ________. a) profitability. b) functions and products only. c) functions, products, regions, types of customers, or a combination of all four. d) geographical regions and best-selling products. e) customer demographics and frequency of purchases.

c. functions, products, regions, types of customers, or a combination of all four

StarKist Tuna has frequently extolled its dolphin-safe methods of catching tuna. This is an example of a) community relations. b) waste reduction. c) green marketing. d) strategic philanthropy. e) consumerism.

c. green marketing

If PepsiCo and Coca-Cola use celebrities to challenge the taste of the other firm's cola, this is referred to as ___________ positioning. a) direct b) focused c) head-to-head d) avoidance e) parallel

c. head-to-head

The first step in the target market selection process is a) determining which segmentation variables to use. b) selecting specific target markets. c) identifying an appropriate targeting strategy. d) evaluating relevant market segments. e) developing market segment profiles.

c. identifying an appropriate targeting strategy

Because laws are often difficult to interpret and understand, company codes of conduct and compliance programs should a) avoid involving any issues deemed to be of a legal nature. b) focus on those issues most likely to be of legal, rather than strictly ethical, consequence. c) incorporate both legal and ethical concerns that the company deems most appropriate. d) try to fully cover the laws guiding ethical decision making that is most applicable. e) offer very general ethical principles without providing any level of specificity.

c. incorporate both legal and ethical concerns that the company deems most appropriate

Taco Bell is introducing some of its products into supermarkets, vending machines, college campuses, and other locations to increase its product availability and convenience. One reason Taco Bell is doing so is to a) decrease customer benefits. b) increase customer costs. c) increase customer value. d) increase distribution expenses. e) decrease promotion expenses.

c. increase customer value

Three factors that influence the ethical decision-making process in marketing include a) individual factors, organizational culture, and peer influence. b) opportunity, personal moral philosophies, and situational variables. c) individual factors, organizational factors, and opportunity. d) social forces, laws, and organizational factors. e) peer influences, personal moral philosophies, and opportunity.

c. individual factors, organizational factors, and opportunity

Hereditary characteristics combined with personal experiences that together make an individual unique form one's a) self-concept. b) attitudes. c) lifestyle. d) personality. e) role.

d

A disadvantage of organizing a firm's marketing unit by products is that a) product managers do not have adequate control over marketing activities. b) large firms might experience coordination problems. c) it can be rather expensive. d) specialized marketing assistance is less readily available. e) marketing flexibility is limited.

c. it can be rather expensive

Which of the following statements about implementing an ethics and legal compliance program is false? a) It requires open communication. b) It requires consistent enforcement of standards from the code of conduct. c) It rarely needs to be revised. d) It requires taking reasonable steps in response to violations of standards. e) It helps create a buffer zone on issues that could trigger serious legal complications for the company.

c. it rarely needs to be revised

Demographic variables such as income and occupation, as well as how people spend their time and the importance of things in their surroundings, are all factors considered in ______ segmentation. a) psychographic b) social class c) lifestyle d) personality e) family life cycle

c. lifestyle

Maggie has limited funds for collecting data about a new pricing strategy, but she needs data from a wide geographic area. Under these circumstances, Maggie should use a) telephone surveys. b) in-home interviews. c) mail surveys. d) shopping mall intercept interviews. e) focus-group interviews.

c. mail surveys

American Express implements a program of calling its current cardholders to find out what changes they would like to see in the services provided. The firm is exhibiting characteristics associated with which of the following orientations? a) Production b) Sales c) Market d) Social e) Development

c. market

Many marketers are concerned about the number of potential customers within a certain area of land because of the different requirements to serve dissimilar areas. What is this segmentation variable called? a) Micromarketing b) Population c) Market density d) MSA e) PMSA

c. market density

The percentage of a market which actually buys a specific product from a specific company is referred to as that product's a) strategic segment b) target market c) market share d) market cut e) market position

c. market share

When Wonder introduced a new bread made with white whole wheat in response to customer demand, it was following which of the following philosophies? a) selling concept b) production concept c) marketing concept d) customer concept e) retailing concept

c. marketing concept

J. Pitner Clothing is a medium-size specialty men's and women's clothing store in a market with many other specialty stores, department stores, and discounters. It has established a reputation for offering high-quality, fashionable merchandise with quality service. J. Pitner's competitive environment would best be characterized as a) a monopoly. b) an oligopoly. c) monopolistic competition. d) pure competition. e) faceted competition.

c. monopolistic competition

Marketing research is a process designed to gather information a) exclusively about a company's customers. b) from the company's database. c) not currently available to decision makers. d) about the needs and desires of employees. e) concerning the interpretation of the company's sales goals.

c. not currently available to decision makers

Having recording biases and collecting only descriptive information are two of the primary drawbacks to a) statistical interpretation. b) mail surveys. c) observation. d) personal interviews. e) experimentation.

c. observation

The American automobile industry used to be dominated by "The Big Three," including General Motors, Ford, and Chrysler. However, as many more foreign competitors began influencing this market, the American companies had to modify and differentiate their products. The automobile industry moved from a(n) ______ structure to a(n) _______ structure. a) monopolistic; oligopolistic b) oligopolistic; pure competition c) oligopolistic; monopolistic competition d) monopolistic competition; pure competition e) monopolistic; monopolistic competition

c. oligopolistic, monopolistic competition

The undifferentiated targeting strategy for finding a target market will likely not be successful if a) product positioning is needed. b) the firm defines the total market as its target market. c) people within the market have heterogeneous needs. d) people within the market have homogeneous needs. e) the firm is capable of developing a single marketing mix that satisfies all people's needs.

c. people within the market have heterogeneous needs

McDonald's supports and funds Ronald McDonald houses for the families of terminally-ill children to stay in to be near their loved ones. McDonald's action demonstrates the fulfillment of ______ responsibility. a) legal b) society c) philanthropic d) economic e) ethical

c. philanthropic

Textile companies historically face issues concerning the use of child labor in foreign countries and the various regulations created concerning this labor. The type of marketing environment forces executives for these companies are most likely to try to influence are ______ forces. a) economic b) competitive c) political d) environmental e) sociocultural

c. political

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

c. population

Patricia Robertson is running for Congress from the Sixth District in her state. She is interested in knowing the intended choices of the voters. All the registered voters in her district would constitute the study's a) experiment. b) dependent variable. c) population. d) independent variable. e) sample.

c. population

If Bloomingdale's wants to learn about consumers' attitudes toward on-line purchases and conducts a study to acquire this information, this study would collect ____________ data. a) causal b) experimental c) primary d) laboratory e) secondary

c. primary

A cereal company advertises that its newly launched product can lower cholesterol although the company cannot provide evidence to substantiate this claim. This situation involves an ethical issue related to which element of the marketing mix? a) Product b) Pricing c) Promotion d) Distribution e) Production

c. promotion

Total buying power declines during periods of economic a) recovery. b) prosperity. c) recession. d) uncertainty. e) expansion.

c. recession

Socially responsible business practices have provided all of the following benefits except a) creating goodwill toward the organization. b) attracting employees. c) reducing marketing costs. d) generating publicity for the firm. e) positively impacting local communities.

c. reducing marketing costs

Suppose a customer calls Ann's office at Frito-Lay in Atlanta. The customer has a friend in Seattle who was just telling her about a new snack Frito-Lay has introduced that is selling rapidly. Ann's office does not market this product, and at the present knows very little about it. Based on this information, this firm is most likely organized according to which of the following? a) Function b) Product c) Region d) Customer e) Market

c. region

Reese is facing an ethical issue at work and has determined four possible courses of action he could take. He knows he should evaluate each possible action as _____ in order to choose the most appropriate action. a) positive or negative b) profit increasing or decreasing c) right or wrong d) appreciated or unappreciated by his coworkers e) courageous or cowardly

c. right or wrong

When evaluating market segments, assessment of competitors is important because a) it is difficult to segment a market when it has multiple competitors. b) an absence of competitors usually creates difficulties in accurately measuring segment sales potential. c) sales estimates may cause a segment to appear to be lucrative, but there may be several competitors that together have a large share of that segment. d) a competitive analysis may lead to confusion as to who are the key competitors. e) competition is generally not a major problem as long as a marketer is aware of it.

c. sales estimates may cause a segment to appear to be lucrative, but there may be several competitors that together have a large share of that segment

The objective of sampling in marketing research is to a) obtain responses from as many people as possible. b) control independent variables that might influence research results. c) select representative units from a total population. d) ensure that measures in the study are reliable. e) provide data that can be used to test the hypotheses being investigated.

c. select representative units from a total population

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

c. self-regulation

Which of the following statements about social responsibility is correct? a) Social responsibility dimensions do not include philanthropic concerns. b) Social responsibility does not deal with the total effect of all marketing decisions on society. c) Social responsibility refers to a company's obligation to maximize its positive impact and minimize its negative impact on society. d) Social responsibility dimensions do not include economic concerns. e) Social responsibility refers to principles and standards that define acceptable conduct in marketing as determined by various stakeholders

c. social responsibility refers to a company's obligation to maximize its positive impact and minimize its negative impact on society

People for the Ethical Treatment of Animals (PETA) have demonstrated against the sale of coats made of animal furs. PETA's efforts to change shoppers' attitudes represent a __________ force for fur retailers. a) technological b) political c) sociocultural d) self-regulation e) strategic

c. sociocultural

Based on the work by the Boston Consulting Group, products with a dominant share of the market and good prospects for growth are a) dogs. b) cash cows. c) stars. d) question marks. e) pigs.

c. stars

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

c. strengths and weaknesses

When Cisco Systems attempts to anticipate the effect of new products and processes on its own innovations, other business organizations, and society in general, the firm is engaging in a) product differentiation. b) monopolistic competition. c) technology assessment. d) distinctive promotional methods. e) innovative marketing.

c. technology assessment

The manager of MegaMarket is interested in asking consumers what they think about the store's new layout and expanded produce selection. If the manager would like to obtain a high response rate and have the study conducted as quickly as possible, which data collection method would you recommend? a) Mail survey b) Direct observation of consumers in the store c) Telephone survey d) Focus-group interview e) Shopping mall intercept interview

c. telephone survey

More than half of the research of technology created is paid for by a) corporations. b) state and local governments. c) the federal government. d) large universities. e) private investors.

c. the federal government

Why would a company use the undifferentiated strategy? a) The needs of individual consumers are dissimilar, and distinctive marketing mixes are required to satisfy them. b) The undifferentiated strategy is the one strategy that provides maximum satisfaction to the whole market. c) The needs of individual consumers in the target market for a specific product are similar, so the organization can satisfy most customers with a single marketing mix. d) The undifferentiated strategy is expensive to implement but tends to produce the most sales. e) The undifferentiated strategy requires less time and fewer resources.

c. the needs of individual consumers in the target market for a specific product are similar, so the organizations can satisfy most customers with a single marketing mix

Generally speaking, individuals who are unemployed would not be considered a target market for Mercedes or other luxury European import sedans because a) they would not desire such products. b) they would not be willing to purchase such products. c) they would not have the ability to purchase such products. d) such markets are narrowly defined geographically. e) they are not authorized to purchase such products.

c. they would not have the ability to purchase such products

In today's marketing environment, competitors can take on many forms. For example, Diet Coke can be seen as a competitor to Wrigley's Double Mint chewing gum. In this circumstance, these two products are described as ___________ competitors. a) generic b) product c) total budget d) monopolistic e) pure

c. total budget

A firm has conducted market research and found that customer satisfaction with its product is quite high. Nonetheless, repurchase behavior is very low. The research design evidently has a problem with a) secondary data. b) reliability. c) validity. d) reporting findings. e) generalizability.

c. validity

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

c. value = customer benefits - customer costs

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

d

A disadvantage of reciprocity is that it can lead to a) a price war. b) higher promotional costs. c) more competitive firms entering the industry. d) less-than-optimal purchases for the buyer. e) longer periods of negotiation.

d

A practice in which two businesses agree to buy from each other is a) a new task purchase. b) a straight rebuy. c) a modified rebuy. d) reciprocity. e) a straight purchase.

d

According to Coleman's social class categories, the social class that includes approximately 40 percent of the population, shops for bargains, and buys sports and recreational equipment is the a) upper class. b) middle class. c) first class. d) working class. e) lower class.

d

After doing considerable shopping, Eric has just decided what brand and type of athletic shoes to buy and where he's going to buy them. In what stage of the consumer buying decision process is Eric? a) Problem recognition b) Information search c) Evaluation of alternatives d) Purchase e) Postpurchase evaluation

d

An attitude scale measures the a) strength of a buyer's need for a product. b) buyer's level of information about a product. c) amount of experience the buyer has had with the product. d) intensity of a buyer's feelings toward a certain object. e) intensity of a buyer's desire for the product.

d

Analysis of business input-output data by the federal government allows the government to have a better understanding of the a) cash flows that exist among industries. b) raw materials and labor required to produce a given product. c) amount of reinvestment that different industries use. d) types of industries that purchase particular products. e) growth projections for a given industry.

d

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

d

Business markets are typically divided into four categories. These categories are a) retailers, wholesalers, services, and nonprofit firms. b) producer, manufacturer, reseller, and government. c) producer, reseller, government, and institutional. d) manufacturer, wholesaler, retailer, and services. e) reseller, retailer, government, and institutional.

d

Christy Bridgman is considering the purchase of a new fax machine for her real estate office. She is considering a machine that doesn't have as many functions but is available at a considerably lower price than her current machine. She is engaged in ___________ analysis. a) vendor b) downsizing c) strategic d) value e) profit

d

During which stage of the consumer buying decision process does a consumer decide from which seller he or she will buy the product? a) Evaluation of alternatives b) Information search c) Source selection d) Purchase e) Problem recognition

d

For which of the following products would a consumer most likely use limited problem solving? a) Detergent b) Toothpaste c) Automobile d) Hair dryer e) Washing machine

d

In business markets, individuals or groups purchase products for one of three purposes. These purposes are a) resale, wholesale, and direct use. b) wholesale, direct use, and use in producing other products. c) resale, wholesale, and use in producing other products. d) resale, direct use in producing other products, and use in general daily operations. e) use in general daily operations, wholesale, and resale.

d

Individual influencing factors refer to a) relationships among those in the firm's buying center. b) uncontrollable environmental forces. c) the power an individual controls in the buying center. d) personal characteristics of individuals in the buying center. e) activities of suppliers.

d

Maria reads through the newspaper fashion flyers containing advertisements for sweaters from Polo, purses from JC Penney, and tennis shoes from Foot Locker. She remembers only the shoe ad, thanks to the recent tear in her own Reeboks. Maria has engaged in selective a) distortion. b) decision making. c) analysis. d) retention. e) reading.

d

Mark is shopping for a new suit to wear to an important interview. He really wants to impress his prospective employer and is shopping at many stores to find the right outfit. Martin is using which type of consumer problem-solving process? a) Routinized response behavior b) Habitual response c) Information search d) Extended problem solving e) Intensive problem solving

d

Mike's Roadside Market buys produce from area farmers, marks the merchandise at a price that includes some profit, and then sells the fruit and vegetables to the people in and around Centerville. Mike's would be classified as part of a ___________ market. a) consumer b) producer c) government d) reseller e) wholesaler

d

Most businesses try to control the level of quality in the parts they buy from suppliers. Most firms develop standards for _____ in order to achieve their quality goals. a) how many different suppliers they use b) how many parts can fail c) controlling when shipments will arrive d) the percentage of defects allowed e) how long the parts should last

d

Our society uses many factors, including occupation, educational level, income, wealth, religion, race, ethnic group, and possessions, to group people into a) family types. b) geographic regions. c) reference groups. d) social classes. e) attitudinal segments.

d

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

d

Pi Delta Mu sorority purchases food in bulk to feed its members living in the house. This means it is part of a(n) ___________ market. a) producer b) consumer c) reseller d) institutional e) government

d

Shaun is going shopping with his dad to buy his first baseball glove for Little League. He listens to his dad talk to the salesperson at the sporting goods store, watches him examine the stitching in the glove and then rub his finger over the leather palm. Shaun's observations are part of his a) consumer development. b) attitude development. c) purchasing evaluation. d) consumer socialization. e) consumer attitude.

d

Temporary and dynamic factors that result from a particular set of circumstance a consumer is facing when making purchase decisions characterize a) enduring involvement. b) extended problem solving. c) selective exposure. d) situational involvement. e) selective retention.

d

The five categories of situational influences are: a) product involvement level, physical surroundings, social surroundings, time perspective, and purchase reason. b) antecedent states, physical surroundings, social surroundings, time perspective, and space dimensions. c) social surroundings, physical surroundings, time pressures, purchase reason, and lifestyles. d) purchase reason, time perspective, social surroundings, physical surroundings, and buyer's momentary mood.

d

The government decides to purchase a new fleet of fighter jets for the U.S. Air Force. What type of buying procedure is the government most likely to use? a) The government will request bids from all companies on its qualified bidder list. b) It will contact whatever company made the last jets and have them develop the new ones. c) Ads will be placed in the top five circulated U.S. newspapers for a company to produce the jets. d) The government will select a few firms and enter into negotiations with them until the contract is awarded. e) The contract will go to the first company that submits a reasonable bid for the desired jets.

d

When organizing perceptual inputs, people tend to mentally fill in missing elements in a pattern or statement. This principle is called a) interpretation. b) completion. c) distortion. d) closure. e) linking.

d

Which of the following buying situations is most consistent with routinized response behavior? a) Ian buying his first pair of basketball shoes b) Molly buying a new set of tires for her car c) Aaron buying a new fishing rod and reel d) Stephanie buying bottled water e) Bryan buying a new software program

d

Which of the following products is most likely to be purchased on the basis of contract negotiation? a) Eggs b) Office supplies c) Used cars d) A custom-made bulldozer e) Wheat

d

Which of the following products would probably require extended problem solving before a purchase? a) Products purchased frequently b) Products to be purchased in the future c) Products that are purchased routinely d) Expensive products e) Products purchased as a result of social influences

d

Which of the following would be considered an institutional buyer? a) The University of Illinois b) The Environmental Protection Agency c) Apple Computers d) The United Way e) City of Greenville

d

Which one of the following countries will not be included in the data presented in the new industry classification system that is replacing the SIC? a) Mexico b) Canada c) United States d) Japan e) All but one NAFTA country

d

Which type of business market tends to have the most complex buying procedures? a) Reseller b) Institutional c) Retailer d) Government e) Producer

d

Within the information search step of the consumer buying decision process, what two primary aspects exist? a) Consideration sets and evoked sets b) Personal information and non-personal information c) Selective retention and selective distortion d) Internal search and external search e) Company-produced information and internal information

d

If Toby Roberts has an income of $30,000, pays $6,000 in rent, $1,200 in utilities, and $5,000 in taxes per year, his disposable income is a) $7,800. b) $14,000. c) $9,000. d) $25,000. e) $20,000.

d. $25,000

According to the text, the 80/20 rule suggests that a) 80 percent of profits come from 20 percent of business customers. b) 20 percent of profits come from 80 percent of business customers. c) 20 percent of profits come from 80 percent of customers. d) 80 percent of profits come from 20 percent of customers. e) 80 percent of profits come from 20 percent of sales.

d. 80 percent profits come from 20 percent of customers

Jared Bledsoe hires a local landscape firm to plant trees and shrubs in his yard. The firm plants mostly dead plants but refuses to return Jared's money or replace the dead items. Jared's best course of action would be to contact the a) police. b) Federal Trade Commission. c) Sherman Commission. d) Better Business Bureau. e) federal district court.

d. Better Business Bureau

Which of the following is most likely to be an idea marketer? a) Car salesperson b) Airline pilot c) Attorney d) Abuse counselor e) Orthodontist

d. abuse counselor

According to the text, marketing ethics refers to principles and standards that define a) improper behavior in marketing. b) acceptable conduct in society. c) improper behavior in business. d) acceptable conduct in marketing. e) acceptable conduct in general.

d. acceptable conduct in mrketing

Customer relationship management is facilitated by gathering useful data from a) telephone interactions with customers. b) personal interactions with customers. c) online interactions with customers. d) all customer-contact points. e) all exchange transactions.

d. all customer-contact points

Which of the following is false with regard to customer lifetime value? a) It is a key measurement that forecasts a customer's lifetime economic contribution based on continued relationship marketing efforts. b) It can be calculated by taking the sum of the customer's present value contributions to profit margins over a specific timeframe. c) It includes not only an individual's propensity to engage in purchases but also his or her strong word-of-mouth communication about the firm's products. d) All customers have equal value to a firm. e) It is the only gauge that incorporates revenue, expense, and customer behavior and adopts a customer-centric approach.

d. all customers have equal value to a firm

The tobacco industry in the United States is dominated by three large companies. When any one of these companies changes its price on tobacco products, the other two companies quickly adjust their prices to match it. From these characteristics, the tobacco industry could best be described as a) price sensitive. b) opportunistic. c) monopolistic competition. d) an oligopoly. e) a monopoly.

d. an oligopoly

When marketing research shows that a group of people does not desire a particular product, the people in that group a) are a market. b) do not have the ability to purchase the product. c) do not have the authority to purchase the product. d) are not a market for the product. e) are a market but will not purchase the product.

d. are not a market for the product

Ethical standards for acceptable conduct for a company should a) be clearly dictated by top management and enforced by all management staff. b) consider only the point of view of the customers and the employees. c) reflect the desires of the company's employees for a quality working environment. d) be based on company, industry, government, customer, and society viewpoints. e) be derived from federal, state, and local laws and regulatory agencies.

d. be based on company, industry, government, customer, and society viewpoints

Which of the following would not be a customer cost considered in determination of product value? a) Product's purchase price b) Time spent purchasing the product c) Effort spent purchasing the product d) Benefits received in the exchange for the products e) Risk of purchasing the product

d. benefits received in the exchange for the products

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

d. both customers and businesses

If a company extends a line of products by introducing a new product to the market, and the firm does not distinctly position this product (i.e., separately from the other products in the line), the result could be a) poor product positioning. b) product deletion. c) product repositioning. d) cannibalization. e) new-product development

d. cannibalization

The practice of linking a firm's product marketing to a particular social cause on an ongoing or short-term basis is known as a) economic responsibility. b) social responsibility. c) ethical marketing. d) cause-related marketing. e) corporate benevolence

d. cause-related marketing

Which of the following employees is most responsible for setting the ethical tone for the entire marketing organization? a) Marketing manager b) Marketing employee c) Product manager d) Chief executive officer e) Vice president of marketing research

d. chief executive officer

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

d. codes of conduct

If Baskin-Robbins calculates that it could sell up to 25 percent of all ice cream cones sold in the United States, this percentage would represent the ice cream marketer's a) target growth rate. b) sales forecast. c) sales objective. d) company sales potential. e) market potential.

d. company sales potential

Research designed to verify insights through an objective procedure to help marketers to choose between several alternatives is called a) primary. b) secondary. c) exploratory. d) conclusive. e) hypothetical

d. conclusive

Organizations that provide smoke-free environments or low-fat products are responding to changes in a) technology. b) the legal environment. c) demographics. d) cultural values. e) political forces.

d. cultural values

The Acme Corporation is expanding operations into countries outside the United States. To improve local managers' responsiveness to local conditions, Acme's senior management has decided to delegate decision-making authority further down the chain of command. Acme is a) building a marketing-oriented organization. b) empowering employees. c) centralizing. d) decentralizing. e) making a serious error.

d. decentralizing

Which of the following scenarios involves the distribution element of the marketing mix? a) Deciding whether or not a certain product should continue to be sold b) Determining whether an advertising message would be more effective on television or in magazines c) Choosing between a company jet or the airlines for executive travel d) Deciding whether or not to have retail outlets in addition to a website e) Developing a new warranty policy for an existing product

d. deciding whether or not to have retail outlets in addition to a website

The best approach for a company to take when monitoring its competitors is a) watching for increases and decreases in competitors' prices and match them. b) analyzing all information that is readily available about competitors. c) sending employees to competitors' offices and factories to observe their actions. d) developing a system for gathering ongoing information about competitors. e) reading important business publications such as The Wall Street Journal

d. developing a system for gathering ongoing information about competitors

A survey question that requires a yes or no answer is called a a) qualifier. b) multiple-choice question. c) 50-50 question. d) dichotomous question. e) bimodal question.

d. dichotomous question

Which of the following products is least likely to be segmented according to stages in the family life cycle? a) Single-family homes b) Ford automobiles c) European vacations d) Diet Coke e) General Electric appliances

d. diet coke

Heidi decided to spend some of her saved money on tickets to a Cold Play concert coming to town, and now she is planning on buying a new outfit for the concert. What type of resources is Heidi making decisions about? a) Disposable income b) Wealth c) Buying power d) Discretionary income e) Savings income

d. discretionary income

Consumerism is a a) diverse group of individuals and organizations opposed to foreign producers that sell products in the United States that are much cheaper than those produced by U.S. manufacturers. b) social movement that is trying to encourage consumer satisfaction. c) social movement that is reorganizing the Council of Better Business Bureaus. d) diverse group of individuals and organizations attempting to protect the rights of consumers. e) social movement that provides consumers with means for expressing satisfaction and expressing their gratitude to producers.

d. diverse groups of individuals and organizations attempting to protect the rights of consumers

Key factors in determining the best organizational structure for a marketing unit are the a) preferences of top management. b) fiscal resources of the firm. c) number of employees. d) diversity of the firm's products and the characteristics and needs of the people in the target market. e) skill levels of employees.

d. diversity of the firm's products and the characteristics and needs of the people in the target market

Spam and privacy are both issues of concern related to a) personal interview surveys. b) telephone surveys. c) shopping mall intercept interviews. d) e-mail surveys. e) online experimentation.

d. e-mail surveys

A server in a fine restaurant has the authority to give a complimentary dessert to a dissatisfied customer when the customer complains about the meal or service. This is an example of a) benchmarking. b) individualism. c) good training. d) empowerment. e) localized authority.

d. empowerment

After Home Depot gathers information related to its marketing environment, it attempts to define current environmental changes and predict future changes. This determines possible opportunities and threats facing the company. It illustrates the process that is called a) environmental scanning. b) survey of environment. c) marketing. d) environmental analysis. e) marketing information processing.

d. environmental analysis

After news reports that pharmaceutical giant Merck was aware that its arthritis-fighting drug Vioxx may cause heart problems, the firm's stock plummeted and hundreds of lawsuits were filed against the company. This demonstrates what can occur if firms ignore a) marketing citizenship. b) sociocultural forces. c) environmental causes. d) social responsibility. e) laws regulating car design.

d. environmental causes

What do environmentalists set as an objective for profitability? a) Companies should surpass the strictest environmental standards even if it negatively affects profitability. b) Companies will never be profitable if they comply with environmental standards so taxpayers must subsidize all production. c) Profitability should not be a concern when addressing issues of environmental importance. d) Environmentalism should be made profitable, and companies attempting to protect the environment should not have to compete with those harming it in the marketplace. e) Companies will be more profitable if they work hard to protect the environment because consumers will reward their efforts through loyalty

d. environmentalism should be made profitable, and companies attempting to protect the environment should not have to compete with those harming it in the marketplace

Who is typically responsible for creating, distributing, and enforcing a formal code of conduct? a) Chief executive officer b) Vice president of marketing c) Morale manager d) Ethics officer e) Managers and supervisors

d. ethics officer

One way that Saturn evaluates its product and service level is by how well it ranks on the J. D. Power & Associates Sales Satisfaction Survey. In doing so, Saturn is a) controlling marketing activities. b) taking corrective action. c) empowering its employees. d) evaluating actual performance. e) setting performance standards.

d. evaluating actual performance

A marketing unit can be organized according to functions, products, regions, and a) sales. b) target markets. c) competitive units. d) types of customers. e) product features.

d. types of customers

The 1990 Nutritional Labeling and Education Act directly prohibits a) exaggerated claims made by health and fitness products. b) putting the words "cholesterol-free" on any food package. c) putting nutritional information on most food products. d) exaggerated health claims on food packages. e) the use of any health claim on food packaging.

d. exaggerated health claims on food packages

Subscription services from firms such as ACNielsen provide marketing researchers with a good source of ___________ data. a) census b) statistical c) internal secondary d) external secondary e) primary

d. external secondary

Product-related ethical issues arise when marketers a) provide consumers with inadequate information about how a product is priced. b) force channel intermediaries to behave in a specific manner. c) bribe salespeople to push one product over another. d) fail to disclose information to consumers about the risks associated with using a product. e) manufacture a product that is very similar to a competing product.

d. fail to disclose information to consumers about the risks associated with using a product

A marketer that targets customers based on marital status and the presence and age of children is using a) behavioristic segmentation. b) lifestyle variables. c) psychographic variables. d) family life cycle. e) phase of life segmentation.

d. family life cycle

Cosmopolitan magazine, Secret deodorant, and Eve cigarettes are all products whose marketers have used segmentation based on a) age. b) education. c) product use. d) gender. e) income.

d. gender

Zerex markets its radiator liquid as a coolant in the South and an antifreeze in the North. Which of the following segmentation variables is Zerex using? a) Demographic b) Psychographic c) Life cycle d) Geographic e) Product use

d. geographic

Which of the following refers to a firm's specific development, pricing, promotion, and distribution of products that do not harm the environment? a) Marketing ethics b) Social responsibility c) Environmental marketing d) Green marketing e) Conservation marketing

d. green marketing

When the right combination of circumstances occurs at the right time to allow an organization to take action toward a target market, the firm is faced with a a) market objective. b) market requirement. c) strategic market plan. d) market opportunity. e) corporate objective

d. market opportunity

Marketing managers strive to develop a marketing mix that a) minimizes marketing costs. b) matches what competitors are offering. c) best matches the abilities of the firm. d) matches the needs of the target market. e) generates the highest level sales

d. matches the needs of the target market

The type of competitive structure that exists in the case where there are almost no substitutes for a product is a(n) a) monopolistic competition. b) oligopoly. c) pure competition. d) monopoly. e) noncompetition.

d. monopoly

If Procter & Gamble, the maker of Dawn dishwashing liquid, wants to know what percentage of customers examine product labels before making a product selection in the grocery store, it can best gain this information through a) focus groups. b) mail surveys. c) personal interviews. d) observation. e) mall intercepts.

d. observation

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

d. observation, secondary sources, and marketing research

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

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

Which of the following statements about the marketing mix is incorrect? a) The selection of the target market serves as the basis for the creation of the marketing mix. b) The elements of the marketing mix are sometimes referred to as marketing mix variables. c) Each element of the marketing mix must be precisely matched with the needs of the target market. d) Once a marketing mix has been created for a particular target market, it cannot be changed until a new strategic window opens. e) Each element of the marketing mix must be precisely matched with the other elements of the marketing mix.

d. once a marketing mix has been created for a particular target market, it cannot be changed until a new strategic window opens

As a media buyer for the Angelo Agency, Chloe knows that no one ever checks to see if her phone calls are business related or personal. With regard to ethical behavior, this situation relates most closely to a) exposure. b) individual factors. c) desire. d) opportunity. e) organizational factors.

d. opportunity

An expected level of performance against which actual performance can be compared is a a) standard performance. b) standard of excellence. c) step in sales analysis. d) performance standard. e) corrective standard.

d. performance standard

Marketing researchers typically favor ___________ because they are extremely flexible. a) mail surveys b) direct observation c) experiments d) personal interviews e) telephone surveys

d. personal interviews

At the top of the pyramid of social responsibility for business are ___________ responsibilities. a) ethical b) legal c) cost d) philanthropic e) economic

d. philanthropic

_____ ethical issues generally surface when companies fail to disclose risks associated with a product or information regarding its function, value, or use. a) Promotion-related b) Distribution c) Corporate d) Product-related e) Safety

d. product-related

Consumers that do not own dogs are not likely to be in the market for dog food because a) they lack the authority to purchase the dog food. b) they do not possess the buying power for purchasing dog food. c) their ability to purchase the dog food is questionable. d) they do not have the need or desire for dog food. e) they are willing to use their buying power.

d. they do not have the need or desire for dog food

When DataComp Corp., a producer of computer software, delayed the introduction of its new spreadsheet program to modify the package, its scheduled magazine advertisements announcing the new product needed to be revised. In this case, a change in the ___________ variable caused changes in the ___________ variable of the marketing mix. a) distribution; promotion b) distribution; product c) product; price d) product; promotion e) promotion; price

d. product; promotion

In testing her firm's new TV ads for Transformer action figures, Beth discovers the ads make children think many of the action figures can actually fly. Beth now faces an ethical decision regarding which element of the marketing mix? a) Product b) Price c) Distribution d) Promotion e) Strategy

d. promotion

The concept of "exchange" is fundamental to the definition of marketing. What is the best description of exchange? a) Activities that are performed primarily by producers and manufacturers b) Development of products, distribution channels, promotional strategies, and pricing objectives to satisfy customer requirements c) Transfer of products in return for monetary considerations d) Provision or transfer of goods, services, or ideas in return for something of value e) Transfer of products that takes place only between for-profit organizations

d. provision or transfer of goods, services, or ideas in return for something of value

Frito-Lay Snack Foods is currently conducting market segmentation studies. For several segments, they have completed competitive assessments and cost estimates. The next major step they must take is to a) determine which segmentation variables to use. b) develop market segment profiles. c) identify the appropriate targeting strategy. d) select specific target markets. e) develop sales forecasts.

d. select specific target markets

The final step in the target market selection process is a) implementing the appropriate marketing mix for the target market. b) evaluating relative market segments. c) eliminating market segments that are cost prohibitive. d) selecting specific target markets. e) revising the final segmentation variables based on target selection.

d. selecting specific target markets

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

d. services, ideas, and goods

Which of the following is not one of the major categories of consumer market segmentation variables? a) Demographic characteristics b) Geographic variables c) Psychographic dimensions d) Situational variables e) Behavioristic characteristics

d. situational variables

Companies that are considered to be good corporate citizens and consider the diverse perspectives of different groups affected by their operations are said to have a ___________ orientation. a) marketing b) sales c) production d) stakeholder e) citizen

d. stakeholder

Which of the following is a primary difference between cause-related marketing and strategic philanthropy? a) Cause-related marketing is short term only while strategic philanthropy is an ongoing approach that lasts for years or even decades. b) Strategic philanthropy fulfills a firm's primary social responsibilities while cause-related marketing does not. c) Cause-related marketing is unlikely to have a positive effect on society while strategic philanthropy always benefits society. d) Strategic philanthropy can take on both a financial and nonfinancial format while cause-related marketing only involves financial contributions. e) Customers are likely to feel good about themselves when supporting a cause-related marketing campaign but are unlikely to notice strategic philanthropy.

d. strategic philanthropy can take on both a financial and nonfinancial format while cause-related marketing only involves financial contributions

Corporate executives often prefer marketing research findings to be put into a report a) full of statistical analysis with details on methods employed by the researchers. b) examining the ethical implications of implementing results from the research report. c) that exposes no deficiencies or limitations of the research process. d) that is clear, short, and simply expressed. e) expressing the views and beliefs of top management about the research problem.

d. that is clear, short, and simply expressed

Although telephone surveys can be conducted very quickly, a major limitation is a) the ability to gain rapport with respondents. b) the difficulty in asking probing questions. c) that few companies prefer this survey method. d) that only a small portion of the population likes to participate in telephone surveys. e) the expense compared to in-home interviews.

d. that only a small portion of the population likes to participate in telephone surveys

Which of the following regulatory groups is a system of nongovernmental, independent, local regulatory agencies supported by local businesses? a) The Chamber of Commerce b) The National Advertising Review Board c) The National Advertising Division d) The Better Business Bureau e) American Marketing Association

d. the Better Business Bureau

Product positioning refers to a) the area in retail stores in which the manufacturer strives to position its products. b) product price but not to product image. c) product image but not to product price. d) the decisions and activities intended to create and maintain a certain concept of the firm's product in customers' minds. e) the length of time a product has survived in the market.

d. the decisions and activities intended to create and maintain a certain concept of the firm's product in customers' minds

Which of the following statements about the undifferentiated targeting strategy is false? a) The undifferentiated targeting strategy should be used when the needs of individual customers are similar. b) The undifferentiated targeting strategy uses one promotional program aimed at everyone in the target market. c) The undifferentiated targeting strategy is good for use with staple items, such as sugar and salt. d) The undifferentiated targeting strategy uses multiple distribution systems to best reach individuals in the target market. e) The opposite of the undifferentiated targeting strategy is the differentiated targeting strategy.

d. the undifferentiated targeting strategy use multiple distribution systems to best reach individuals in the target market

The forecasting techniques that assume past sales patterns will continue into the future are all variations of a) regression analysis. b) random factor analysis. c) seasonal analysis. d) time series analysis. e) past sales forecasting surveys.

d. time series analysis

Pillsbury defines all purchasers of flour as its target market. What targeting strategy would be most appropriate in this case? a) Concentrated b) Differentiated c) Wide appeal d) Undifferentiated e) Clustered

d. undifferentiated

When a firm designs a single marketing mix and directs it at an entire market for a particular product, the company is using a(n) _________ strategy. a) concentrated targeting b) differentiated c) heterogeneous market d) undifferentiated e) single mix

d. undifferentiated

Which of the following is an example of a behavioristic segmentation variable? a) Family size b) Climate c) Age d) Usage rate e) Personality characteristics

d. usage rate

When using personality characteristics as a market segmentation variable, marketers generally a) conduct personality assessments of their potential target market to determine which personality characteristics they possess. b) use research developed by clinical psychologists to determine which personality characteristics consumers using their products are most likely to have. c) use generic characteristics that all members of the population have. d) use a positively viewed characteristic they assume much of their target market has or would like to have. e) conduct a series of focus groups to determine both the positive and negative characteristics members of their target market are perceived to have.

d. use a positively viewed characteristic they assume much of their target market has or would like to have

A friend of yours starts his own business. He would like to expand his client base to include the government, but he believes his small business would be ignored. Based on your knowledge from the text, you tell him a) that he's absolutely right, the government doesn't deal with small businesses. b) although the government will deal with small businesses, he will never make a profit off a government contract. c) that any government, federal, state, or local would laugh at the size of his business. d) the government rarely considers new suppliers when making purchasing decisions. e) the government buys products from all sizes of business, but there is some red tape.

e

A representative product taken from a lot or batch, evaluated, and purchased refers to a) homogeneous selection. b) description. c) trust. d) negotiated inspection. e) sampling.

e

An attitude is a) an internal trait that makes a person unique. b) a set of actions that a person in a particular position is supposed to perform. c) a competence in performing activities. d) a person's behavior caused by information and experience. e) one's evaluation, feelings, and behavioral tendencies toward an object or idea.

e

An opinion leader is likely to be most effective under all of the following conditions except when the a) follower has high product involvement. b) follower has low product knowledge. c) follower has values and attitudes similar to the opinion leader. d) product details are numerous and complicated. e) follower has attitudes and values that are different from those of the opinion leader

e

An organization that decides to buy all of a certain part from the same company is using a) single-supplier purchasing. b) multiple sourcing. c) same vendor analysis. d) straight rebuy. e) sole sourcing.

e

Anderson Distribution Company has purchased 15 forklifts over the past two years. As it plans to place its next order for another five machines, management wonders if additional features may be needed in order to handle changes in the product lines it carries. For Anderson, these new forklifts represent a ___________ purchase. a) new-task b) repetitive c) straight rebuy d) repetitive order e) modified rebuy

e

As Brianna walks to classes, she selects, organizes, and interprets the sensations she is receiving through her sense organs. Brianna is experiencing the process of a) exposure. b) motivation. c) learning. d) attitude formation. e) perception.

e

Ben Davideau is assigned by his sales manager to come up with the names and addresses of twenty firms in his territory that have some potential for using sizable quantities of his firm's products. Wanting to be as efficient as possible, Ben looks in a) Sales & Marketing Management. b) an SIC listing. c) the Census of Business. d) the Census of Manufacturers. e) Standard & Poor's Register.

e

Bob Turner makes an appointment to visit with a new dermatologist in town to determine whether he should have several moles on his neck removed. When he arrives at the dermatologist's office, Bob notices a foul odor in the air, worn floor coverings, cluttered rooms that have paint peeling from the walls, and poor lighting. While Bob viewed the dermatologist as competent, Bob decided not to have the moles removed even though the dermatologist recommended removal. Which situational influences are most likely to have affected Bob's decision? a) Social surroundings b) Customer's momentary mood and condition c) Time pressures d) Purchase reasons e) Physical surroundings

e

Cognitive, affective, and behavioral are the three major components of a) self-concept. b) motives. c) lifestyles. d) consumer socialization. e) attitudes.

e

Demand for business products is also known as ______ demand. a) derived b) corporate c) business buying d) manufacturing e) industrial

e

Doubts in a buyer's mind about whether the purchase decision made was the right one may occur during the a) cognitive dissonance. b) purchase. c) evaluation of alternatives. d) internal search. e) postpurchase evaluation.

e

During the evaluation of alternatives stage of the consumer buying decision process, framing most likely influences the decision process of ___________ buyers. a) younger b) older c) wealthier d) veteran e) inexperienced

e

In shopping for a new laptop computer for her master degree program, the alternatives Jocelyn is considering include Dell, Toshiba, Sony, and Hewlett-Packard. These four brands make up Jocelyn's a) dissonance group. b) evaluative group. c) framing set. d) external search results. e) consideration set.

e

Individuals and business organizations that buy finished goods and resell them to make a profit without changing the physical characteristics of the product are classified as ___________ markets. a) consumer b) institutional c) producer d) government e) reseller

e

Institutional markets are a) intermediaries who resell goods to make a profit. b) federal and state government units. c) state or local government units. d) consumers who buy products for their own use. e) organizations that seek nonbusiness goals.

e

Luis likes shopping at Stein Mart, a discount department store, because he likes the prices, products, and services the store provides. His selection of this store as a regular stop when shopping is influenced by ___________ motives. a) self-concept b) self-image c) projective d) depth e) patronage

e

The state of Montana is preparing to buy a large quantity of frozen orange juice for use in a large school district. Citrus Sweet, Inc. is in the citrus juice business but has never sold to the government market. To have a chance at getting this order, Citrus Sweet's first step must be to get her firm to a) make a presentation appointment with the state. b) quote prices to the purchasing department. c) advertise in the capital city. d) negotiate with the state. e) secure a slot on the list of qualified bidders.

e

Volkswagen purchases upholstery for the interiors of its vehicles from various suppliers. This upholstery must have a set of characteristics that is expressed by Volkswagen. This set is called a) descriptions. b) product features. c) criterion. d) purchase requests. e) specifications.

e

______ buy products from manufacturers and then resell the products to other firms in the distribution system. a) Retailers b) Producers c) Distributors d) Warehouses e) Wholesalers

e

Instead of addressing the question_______, many environmentalists and marketers believe the question should be ______. a) "How can we reduce costs?"; "How can we keep prices low?" b) "Where should we dispose of waste?"; "How can we protect society?" c) "How can we make products better?"; "How can we reduce waste?" d) "How can environmentalism be profitable?"; "Where is the benefit of environmental efforts?" e) "What should we do with our waste?"; "How can we produce products without waste?"

e. "What should we do with our waste?", "How can we produce products without waste?"

International Office Supplies Wholesaler charges different prices to its various customers without any legal justification. This company is in violation of the a) Sherman Antitrust Act. b) Wheeler-Lea Act. c) Lanham Act. d) Federal Trade Commission Act. e) Robinson-Patman Act.

e. Robinson-Patman Act

Which of the following forecasting methods is least dependent on historical sales data? a) Regression analysis b) Trend analysis c) Time series analysis d) Cycle analysis e) A market test

e. a market test

If the University Bookstore wanted to understand the textbook and school supplies needs on the campus of the University of Michigan, the population of study would be a) the faculty and staff of the University of Michigan. b) all college-aged adults in the state of Michigan. c) all the people who live in Ann Arbor and surrounding areas. d) undergraduate students at the University of Michigan. e) all students, faculty, supporters, and staff of the University of Michigan.

e. all students, faculty, supporters, and staff of the University of Michigan

A business advantage of the concentrated targeting strategy for any company is that it a) requires less market research and information. b) requires less intensive analysis of customers' characteristics and needs. c) allows a firm to utilize all of its production capacity. d) maintains the firm's flexibility in moving into other market segments. e) allows a firm to develop a special marketing mix for a single market segment.

e. allows a firm to develop a special marketing mix for a single market segment

A marketing ethics issue likely exists when a) company members disagree about a marketing decision. b) an activity does not benefit the organization but benefits the environment. c) an activity results in increased prices for the consumer. d) a consumer is dissatisfied with a marketing decision. e) an individual or organization must choose from among several actions that must be evaluated as right or wrong.

e. an individual or organization must choose from among several actions that must be evaluated as right or wrong

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

e. analysis

Warnings on television commercials for prescription drugs include a list of sometimes grotesque side effects that are possible when taking that particular drug. The consumer right to _____ most applies to these commercials. a) know b) safety c) be heard d) choose e) be informed

e. be informed

End use, price sensitivity, and brand loyalty are all _____ variables that can be used in market segmentation. a) psychographic b) usage c) demographic d) geodemographic e) behavioristic

e. behavioristic

If Apple measured and evaluated the quality of its goods, services, and processes as compared with those of the best-performing companies in the computer industry, it would be employing a) uniform commitment to quality marketing. b) internal marketing. c) external marketing. d) quality marketing. e) benchmarking

e. benchmarking

Alex Wren of Owens Corning Fiberglass talks to Terry Jones, a homebuilder, to find out how much fiberglass insulation he intends to use in building homes during the next year. Albert then multiplies that number by the total number of builders in the territory. He is using a ___________ approach to measure sales potential. a) multivariable b) use of product c) breakdown d) regression e) buildup

e. buildup

Using the breakdown approach to sales potential, estimates are made a) by referring to specific geographic factors. b) by establishing levels of marketing effort that will be required to achieve specific levels of sales. c) without reference to industry marketing efforts. d) without reference to general economic conditions. e) by starting with general economic conditions.

e. by starting with general economic conditions

If Ben and Jerry's were to donate 5 percent of every ice cream purchase to shelters for victims of domestic abuse for one month, this would be an example of a) strategic philanthropy. b) ethical responsibility. c) economic responsibility. d) green marketing. e) cause-related marketing.

e. cause-related marketing

A group of protesters carries signs encouraging people to boycott Joe's Market, a small grocery store in an urban area. The protesters claim that Joe's takes unfair advantage of elderly and minority consumers. This protest is part of what we see today as the a) cultural diversity movement. b) civil rights movement. c) urban unrest cycle. d) procompetitive movement. e) consumerism movement.

e. civil rights movement

Microsoft's marketing, technical skills, and continuing investment in improving its software systems give it a(n) ___________ because it makes computers easier to use. a) organizational opportunity advantage b) strategic window c) market requirement d) market opportunity e) competitive advantage

e. competitive advantage

Tiffany's markets its exclusive jewelry and gifts to high-income individuals interested in high-quality products and a well-known brand name. It uses the same marketing mix to reach this market. Tiffany's uses a(n) ______ strategy. a) undifferentiated b) differentiated targeting c) exclusive targeting d) heterogeneous e) concentrated targeting

e. concentrated targeting

Angela organized a boycott of a local restaurant because of the owner's obvious prejudicial treatment of Hispanics. Angela's action would most likely be called a) lobbying. b) a public service announcement. c) the right to be informed. d) a social demonstration. e) consumerism.

e. consumerism

At his new job, Chris notices that everyone places high values on their families and each others' families, birthdays are always celebrated, and flexible schedules are permitted to facilitate family involvement as long as the work is still getting done. Everyone is very relaxed and friendly. Chris has made several observations about the a) organizational plan. b) ethics program. c) morale and welfare program. d) codes of conduct. e) corporate culture.

e. corporate culture

The public is becoming more aware of how marketers' activities affect the welfare of consumers and society. As a result, more firms are working to a) raise prices in order to increase their profits so that they can contribute to philanthropic causes. b) reduce the quality of their products in order to save money and provide less expensive products to their consumers. c) reduce their profits by donating more time and money to improve social welfare and environmental conditions. d) enact laws requiring companies to work toward the welfare of customers and society. e) create a responsible approach to developing long-term relationships with customers and society.

e. create a responsible approach to developing long-term relationships with customers and society

After an organization has determined which of the many segmentation variables it will use, the next step in the target market selection process is a) evaluating each of the relevant market segments. b) selecting the specific target markets. c) reviewing the appropriate marketing strategy. d) analyzing the interaction between segmentation variables. e) developing market segment profiles.

e. developing market segmentation profiles

An online survey conducted before students could register for their fall semester classes asked, "Do you think online professor evaluation forms would be better than paper and pencil forms administered during class?" This is an example of a(n) ______ question. a) close-ended b) short answer c) multiple-choice d) open-ended e) dichotomous

e. dichotomous

At times, large retailers such as Walmart may be accused of coercion in dealing with intermediaries because of the amount of power and control these large companies have over many of their suppliers. This is most potentially a ______ related ethical issue. a) promotion b) pricing c) culture d) product e) distribution

e. distribution

Adolescents are not considered part of the market for casinos because they a) have very little buying power. b) do not have the desire to gamble. c) are not willing to spend their money on gambling. d) cannot afford to gamble their savings. e) do not have the authority to gamble.

e. do not have the authority to gamble

When is the best time to deal with marketing exchange problems concerning ethics? a) Right before the problem is made public b) After the problem has received extensive media attention c) Immediately after the problem is discovered d) When lawsuits are brought against the company e) During the strategic planning process

e. during the strategic planning process

Sometimes business must find a balance between society's demand for social responsibility and investors' desires for profits. This is an example of a(n) ___________ responsibility. a) ethical b) legal c) cost d) philanthropic e) economic

e. economic

___________ is (are) most likely to improve ethical behavior in a marketing organization. a) Hiring goal-directed employees b) Allowing employees to follow their own ethical standards c) Encouraging employees to identify ethical issues and to decide what is right d) Obeying the law and accepting all other behavior e) Eliminating unethical individuals and improving the organization's ethical standards

e. eliminating unethical individuals and improving the organization's ethical standards

___________ involves giving customer-contact employees the authority and responsibility to make marketing decisions without seeking the approval of a supervisor. a) Benchmarking b) Internal marketing c) Total quality management d) Marketing implementation e) Empowerment

e. empowerment

In managing customer relationships, the three primary ways profits can be obtained are by a) acquiring new customers, enhancing the profitability of new customers, and shortening the duration of relationships with existing customers. b) enhancing the profitability of existing customers, eliminating customers who provide smaller profits, and finding new customers. c) extending the length of relationships with customers, cutting organizational costs, and enhancing the profitability of new customers. d) eliminating long-term customers who have decreased purchases, finding new customers, and increasing sales to existing customers. e) enhancing the profitability of existing customers, extending the duration of relationships with customers, and obtaining new customers.

e. enhancing the profitability of existing customers, extending the duration of relationships with customers, and obtaining new customers

Nabisco learned that health-conscious consumers preferred lower fat snack and lower-carbohydrate foods. At the same time, the firm saw sales of such products slumping and was careful not to launch any new varieties of these products for a while. Which of the following best describes Nabisco's action? a) Environmental scanning b) Environmental marketing c) Demarketing d) Segmentation e) Environmental analysis

e. environmental analysis

The first step in the marketing control process is to a) take corrective action. b) reduce the difference between actual and desired standards. c) evaluate actual performance. d) compare actual performance and standards. e) establish performance standards.

e. establish performance standards

Kaitlyn understands that her local catering business has certain responsibilities to society. She knows that she must abide by the laws that apply to her business and try to make a profit. What are the other obligations Kaitlyn should know? a) Ethical and moral b) Economic and ethical c) Philanthropic and legal d) Environmental and ethical e) Ethical and philanthropic

e. ethical and philanthropic

Marketing information systems and marketing research have changed rapidly because customers and companies around the world have been linked by a) the computer. b) the super database. c) the Interactive network. d) electronic online services. e) evolving telecommunications.

e. evolving telecommunications

Mark goes to a vending machine, deposits $1.00, and receives a Sprite. Which one of the following aspects of the definition of marketing is illustrated here? a) Production conception b) Satisfaction of organizational goals c) Distribution of ideas d) Product planning e) Exchange

e. exchange

If Little Caesars wants to determine the impact of different coupon offers on pizza unit sales, it needs to conduct a) exploratory research. b) hypothesis development. c) survey research. d) stratified sampling. e) experimental research.

e. experimental research

When marketing researchers try to manipulate an independent variable and measure the resulting changes in a dependent variable, they are engaging in a) surveys. b) secondary data gathering. c) interviews. d) observation. e) experimentation.

e. experimentation

Quota sampling is most commonly used in a) descriptive research. b) population research. c) surveys. d) collecting primary data. e) exploratory studies.

e. exploratory studies

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

e. family life cycle

Discretionary income is associated with all of the following except a) automobiles. b) education. c) pets. d) furniture. e) food.

e. food

Marketing activities a) are aimed at persuading customers through advertising. b) involve mainly distribution and promotion decisions. c) and selling activities are basically the same. d) are important only when a firm is developing new products or entering new markets. e) help sell an organization's products and generate financial resources for the firm.

e. help sell an organization's products and generate financial resources for the firm

Most markets for products are made up of individuals or groups with diverse needs for products and are called ________ markets. a) undifferentiated b) concentrated c) homogenous d) differentiated e) heterogeneous

e. heterogeneous

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

e. how satisfy customers

_____ that are either accepted or rejected become the primary conclusions of a marketing research study. a) Descriptions b) Issues c) Primary data d) Samples e) Hypotheses

e. hypothesis

The Church of the Latter Day Saints has used advertising for many years to market its a) goods. b) services. c) experiences. d) production. e) ideas.

e. ideas

It is possible to improve ethical behavior in an organization by a) changing the employees' individual moral philosophies. b) increasing legislation aimed at unethical practices. c) decentralizing authority and responsibilities in the firm. d) offering ethics awareness training for managers and professionals in the organization. e) improving the organization's ethical standards and eliminating unethical persons.

e. improving the organization's ethical standards and eliminating unethical person

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

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

Starbucks provides training and support to its employees, including health care benefits. Through these ____________ efforts Starbucks is better able to deliver quality products and service to its customers. a) internal management b). extended marketing c). intended marketing d). external marketing e). internal marketing

e. internal marketing

AOL Time Warner uses its sales reports broken down by geographic regions as part of its marketing research to determine which markets are most rapidly adopting high-speed Internet connections. In this example, AOL Time Warner is using a) internal sampling. b) internal primary data. c) external secondary data. d) external primary data. e) internal secondary data.

e. internal secondary data

Problem location and definition is the first step toward finding a solution to a marketing problem or launching a research study. The first sign of a problem a) involves an informed guess or assumption about a certain set of circumstances. b) is usually accompanied by a cost/benefit analysis. c) most often comes in the form of customer complaints. d) is often mentioned in secondary data reports, such as trade journals. e) is typically a departure from some normal function, such as a failure to attain objectives.

e. is typically a departure from some normal function, such as a failure to attain objectives

The following are all guidelines for questionnaire construction that support ethical marketing research except to a) allow the interviewer to introduce him/herself by name. b) indicate that this is a marketing research project. c) explain that no sales will be involved. d) state the likely duration of the interview. e) keep the name of the research company confidential.

e. keep the name of the research company confidential

The psychographic variable that includes numerous characteristics related to people's activities, interests, and opinion is a) motive. b) social class. c) personality. d) stage in family life cycle. e) lifestyle.

e. lifestyle

The total volume of a product, for all firms in an industry, that would be purchased by specific customer groups within a specified time period at a given level of industry-wide marketing activity, is the a) competitor sales potential. b) sales objective. c) forecasted sales. d) company sales potential. e) market potential.

e. market potential

CyberCycle Inc., is preparing a written document specifying the activities to be performed to implement and control its marketing activities. This document is called the a) profit plan. b) marketing program. c) strategic market program. d) strategic business plan. e) marketing plan.

e. marketing plan

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

e. measures what it is supposed to

Scott, a buyer for a medium-sized company, is assessing the value of competing software products for use in his firm. Which of the following would not be a customer benefit considered in his determination of this product's value? a) Speed of delivery b) Ease of installation c) Availability of technical support d) Availability of training assistance e) Monetary price

e. monetary price

When a firm has many potential competitors and tries to develop a marketing strategy to differentiate its products from the competitors' products, a(n) _______ structure exists in the competitive environment. a) oligopoly b) monopoly c) pure competition d) oligopolistic competition e) monopolistic competition

e. monopolistic competition

Favorable conditions in the marketplace environment that could produce business rewards for the organization if acted upon properly are called a) strengths. b) market strategies. c) market niches. d) threats. e) opportunities.

e. opportunities

Justin believes that certain conditions at his company are very conducive to engaging in unethical behavior because these conditions provide rewards such as faster promotions and better salaries for those who bend the rules. Justin's company seems to allow ______ for unethical behavior. a) peer pressure b) individuality c) corporate culture d) exposure e) opportunity

e. opportunity

Since most ethical choices pertaining to marketing decisions are jointly made, an organization must ensure the _____________ reflects the organization's values, beliefs and norms. a) code of ethics b) code of conduct c) enforcement of ethical standards and screening techniques d) employee self-regulation and screening procedures e) organizational or corporate culture

e. organizational or corporate culture

The three most commonly used psychographic segmentation variables are a) personality, perception, and learning. b) personality, perception, and behavior. c) motives, attitudes, and lifestyles. d) attitudes, personality, and perception. e) personality, motives, and lifestyles.

e. personality, motives, and lifestyles

Marketing management is defined as a process of a) maintaining an appropriate and efficient marketing mix for a target market. b) establishing performance standards and evaluating actual performances against these standards. c) providing products that satisfy customers' needs through a coordinated set of activities. d) facilitating satisfying exchanges between an organization and its customers. e) planning, organizing, implementing, and controlling marketing activities.

e. planning, organizing, implementing, and controlling marketing activities

Texas rice farmers wish to get their product into the Japanese market but are hindered by a complex maze of regulations imposed by the Japanese government. The farmers are most likely to attempt to influence which aspect of the marketing environment? a) Sociocultural b) Technological c) Competitive d) Economic e) Political

e. political

After a hurricane strikes the U.S. Gulf Coast, a tremendous demand for gas-powered generators occurs. Ace's Hardware, which stocks a large inventory of these items, faces major ethical decisions with regard to the ___________ issue. a) product b) advertising c) personal selling d) publicity e) pricing

e. pricing

When marketing researchers consider sampling techniques, they are preparing to collect ___________ data. a) census b) statistical c) internal secondary d) external secondary e) primary

e. primary

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

e. proactive

Making modifications to packaging or brand names involves the _____ component of the marketing mix. a) price b) promotion c) market d) distribution e) product

e. product

Positioning a product to avoid competition may be best when the a) competing products are priced higher than or at least equal to the new product. b) company has an established reputation with the consumers of that particular market. c) market is characterized by consumers who are not sensitive to price or value. d) market is characterized by consumers who are price conscious and brand specific. e) product's performance characteristics are not significantly different from those of competing brands.

e. product's performance characteristics are not significantly different from those of competing brands

As the Industrial Revolution came to the United States, most firms operated in a(n) ___________ orientation. a) market b) societal c) sales d) evolutionary e) production

e. production

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

e. promotion

Which of the following is the best example of strategic philanthropy for Staples, the large office supply chain? a) Donating money to help fight illiteracy of both adults and children b) Having employees volunteer at a charity of their choice two hours a week c) Giving a portion of its profits in August to support charter schools d) Offering discounts to large corporations on their office supplies e) Providing low-income families with school supplies and computer training

e. providing low-income families with school supplies and computer training

In general, which of the following competitive structures is an organization least likely to operate? a) Monopoly b) Monopolistic competition c) Oligopoly d) Elastic competition e) Pure competition

e. pure competition

In which type of sampling design is the final choice of respondents left up to the interviewer? a) Stratified b) Random c) Cluster d) Area e) Quota

e. quota

Product testing for reliability and quality helps to ensure a consumer's right to a) be heard. b) be informed. c) choose. d) performance. e) safety.

e. safety

All of the following are factors that influence the ethical decision-making process except a) opportunity. b) individual factors. c) organizational culture. d) organizational pressure. e) salary or wages.

e. salary or wages

The amount of product a company expects to sell during a specific period at a specified level of marketing activity is called the a) company sales potential. b) revenue estimate. c) company sales prediction. d) market potential. e) sales forecast.

e. sales forecast

Marketing facilitates exchange relationships between buyers and sellers. What is marketing's intended outcome for this relationship? a) Profits for the seller b) A good bargain on the product for the buyer c) Reducing the seller's inventory d) One party having to compromise in the exchange e) Satisfaction for both the buyer and seller

e. satisfaction for both the buyer and seller

The marketing concept focuses on a) achieving the goals of top executives. b) creating maximum visibility for the firm. c) maximizing sales. d) maximizing market share. e) satisfying customers' needs in a way that helps to achieve organizational objectives.

e. satisfying customers' needs in a way that helps to achieve organizational objectives

If Georgia-Pacific seeks information about trends in housing starts around the country and uses U.S. Department of Commerce reports to get this information, it is using ___________ data. a) causal b) exploratory c) primary d) laboratory e) secondary

e. secondary

Age, rate of product use, location, and gender are all examples of common a) demographic variables. b) geographic characteristics. c) targeting strategies. d) psychographic variables. e) segmentation variables.

e. segmentation variables

When a marketer is engaged in the target market selection process and has assessed relevant market segments by considering such factors as sales estimates, competition, and estimated costs, the marketer is ready for the next step, which is to a) identify the appropriate targeting strategy. b) determine which segmentation variables to use. c) develop market segment profiles. d) evaluate relevant market segments. e) select specific target markets

e. select specific target markets

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

e. serve as a contract with the customer

The application of mechanical and human efforts to either people or objects to provide intangible benefits to customers is known as a(n) a) issue. b) experience. c) idea. d) good. e) service.

e. service

Behavior Scan, a research company, provides information on household demographics, television viewing habits, and purchases tracked with Hotline cards. This is a) a marketing information system. b) a business software database. c) online information. d) U.S. Census data. e) single-source data.

e. single-source data

Company sales forecasts are least likely to be based on a) executive judgment. b) customer surveys or sales force surveys. c) time series analysis. d) market tests. e) single-variable segmentation.

e. single-variable segmentation

Any constituent who has a claim in some aspect of a company's products, operations, markets, industry, or outcomes is known as a(n) a) shareholder. b) customer. c) employee. d) manager. e) stakeholder.

e. stakeholder

Successful business organizations should take actions to convert internal weaknesses into ___________ and external threats into ___________. a) opportunities; core competencies b) core competencies; strengths c) opportunities; strengths d) strengths; core competencies e) strengths; opportunities

e. strengths; opportunities

Harley-Davidson's Harley Owner's Group (HOG) helps to foster strong relationships between riders and their motorcycles, giving it a(n) _____ over other motorcycle manufacturers. a) controllable advantage b) uncontrollable competitive advantage c) sustainable marketing advantage d) effective competitive advantage e) sustainable competitive advantage

e. sustainable competitive advantage

Newsweek enhances its visibility to readers by making its magazine available on the Internet. Newsweek is capitalizing on which environmental force? a) Economic b) Competitive c) Political d) Legal and regulatory e) Technological

e. technological

The National Do-Not-Call list affects the ability of marketing researchers to use a) mail surveys. b) sampling. c) personal interview surveys. d) in-home interviews. e) telephone surveys

e. telephone surveys

Relying on executive judgment for forecasting may be adequate when a) levels of marketing efforts put forth by competitors vary considerably. b) recent events give the executive specific impressions of product demand. c) product demand is erratic. d) the executive conducts surveys. e) the executive has considerable experience and product demand is relatively stable.

e. the executive has considerable experience and product demand is relatively stable

To find a target market, a firm can use the a) total market strategy and the undifferentiated strategy. b) product differentiation strategy and the customer differentiation strategy. c) demographic strategy and the psychographic strategy. d) socioeconomic strategy and the psychological strategy. e) undifferentiated strategy, the concentrated strategy, and the differentiated strategy.

e. undifferentiated strategy, the concentrated strategy, and the differentiated strategy

In response to organizational pressure to perform, Barry used a deceptive sales tactic to obtain a major sales contract. He was surprised that he wasn't punished for his behavior and even received a substantial bonus for securing the contract. Given the same opportunity in the future, Barry will most likely a) blow the whistle on his employer to a government agency. b) report his employer to the industry's trade association. c) express his discomfort with the situation to his supervisor. d) not use similar sales tactic again. e) use similar sales tactic again.

e. use similar sales tactic again

Which of the following industries is most commonly regulated by state regulatory agencies? a) Automobile manufacturers b) Cigarette producers c) Clothing manufacturers d) Television networks e) Utility companies

e. utility companies

________ is a customer's subjective assessment of benefits relative to costs in determining the worth of a product. a) Marketing orientation b) Monetary price c) Product assessment d) Price assessment e) Value

e. value

The textbook suggests that the best approach a firm can take in responding to marketing environmental forces is a) reactive. b) proactive. c) inactive. d) active. e) variable.

e. variable

When a firm continues to violate what the Better Business Bureau believes to be good business practices, what is one of the main actions the bureau will take? a) Lead a consumer boycott of the business. b) Sue the chief executive of the business. c) Impose fines on the owners/managers of the business. d) Support legal ordinances against the business. e) Warn consumers of the unfair practices.

e. warn consumers of the unfair practices

Which of the following terms refers to consumers' propensity to buy? a) Disposable income b) Discretionary income c) Buying power index d) Buying power e) Willingness to spend

e. willingness to spend

Karrie, a new salesperson for Brenham Foods, calls in an order for twice the amount of merchandise that Corner Market requested because she knows that it will increase her sales and will not be noticed by Corner Market. This is an example of how ___________ influences ethical decision making. a) opportunity b) exposure c) a significant other d) a peer e) an external reward

opportunity