Marketing Midterm Practice Questions

Cupcakes by Cindy is attempting to gather information about its customers in order to improve its customer service. Which of the following is the BEST place for this company to start to develop an efficient​ MIS? A. Assess the information needs of the company. B. Distribute necessary information to the marketing team. C. Determine how to use the information gathered by market research. D. Conduct surveys or focus groups to gather information. E. Analyze the information gathered in market research.

A. Assess the information needs of the company.

What are the five stages of the consumer adoption process in the correct​ sequence? A. Awareness, interest,​ evaluation, trial, and adoption B. Awareness, evaluation,​ interest, trial, and adoption C. Awareness, interest,​ trial, evaluation, and adoption D. Awareness, trial,​ evaluation, interest, and adoption E. Awareness, trial,​ interest, evaluation, and adoption

A. Awareness, interest,​ evaluation, trial, and adoption

Which kind of company would most benefit from conducting marketing​ research? A. Both large multinationals like Disney and IBM and small locals truly need market research. B. Neither large multinationals like Disney and IBM nor small locals truly need market research. C. Only​ medium-sized companies that are about half the size of Disney and IBM need market research. D. Only small locals like​ Beatrice's Bistro need market research. E. Only large multinationals like Disney and IBM need market research.

A. Both large multinationals like Disney and IBM and small locals truly need market research.

Which of the following BEST describes a duty that would fall under the jurisdiction of the​ FDA? A. Checking the quality of food that is served in school lunches B. Ensuring that pollution standards are met by a company C. Evaluating whether an advertisement to be aired in public is fitting D. Protecting the legal status of a company E. Investigating customer complaints about a business

A. Checking the quality of food that is served in school lunches

What are the four steps of the marketing research process in their correct​ sequence? A. Define the problem and research​ objectives, develop the research​ plan, implement the research​ plan, interpret and report the findings B. Collect the​ data, analyze the​ data, develop the research​ plan, interpret and report the findings C. Develop the research​ plan, set the research​ budget, collect the​ data, interpret and report the findings D. Set the research​ budget, collect the​ data, analyze the​ data, determine how to use the findings E. Develop the research​ plan, define the problem and research​ objectives, implement the research​ plan, interpret and report the findings

A. Define the problem and research​ objectives, develop the research​ plan, implement the research​ plan, interpret and report the findings

What are the four major variables used to segment consumer​ markets? A. Geographic, demographic,​ psychographic, and behavioral B. Ethnicity, region,​ gender, and income C. Income, age,​ geography, and lifestyle D. Income, gender,​ age, and ethnicity E. Geographic, demographic,​ psychographic, and psychological

A. Geographic, demographic,​ psychographic, and behavioral

This adopter group is skeptical and only adopts new products after a majority of people has tried it. A. Late mainstream. B. Early mainstream. C. Lagging adopters. D. Early adopters. E. Innovators.

A. Late mainstream.

What are the four choices a company has for developing​ brands? A. Line​ extensions, brand​ extensions, multibrands, and new brands B. Line​ extensions, line​ supplements, new​ lines, and new brands C. Single​ brands, multibrands, line​ extensions, and licensing D. Line​ extensions, licensing, brand​ extensions, and new brands E. Line​ extensions, brand​ extensions, new​ brands, and brand phase out

A. Line​ extensions, brand​ extensions, multibrands, and new brands

What do marketers use to analyze big​ data? A. Marketing analytics B. Marketing metrics C. Customer relationship management D. Marketing research E. Marketing software

A. Marketing analytics

_______ consists of the analysis​ tools, technologies, and processes by which marketers dig out meaningful patterns in big data to gain customer insights and gauge marketing performance. A. Marketing analytics B. CRM C. Touch points D. Marketing information E. Big data

A. Marketing analytics

What is the first step of the buyer decision​ process? A. Need recognition B. Information search C. Postpurchase behavior D. Alternative evaluation E. Purchase decision

A. Need recognition

______ consists of arranging for a market offering to occupy a​ clear, distinctive, and desirable place relative to competing products in the minds of target consumers. A. Positioning B. Mass marketing C. Differentiation D. Market targeting E. Market segmentation

A. Positioning

What is the ultimate aim of customer relationship​ management? A. Produce high customer equity. B. Increase share of customer. C. Maintain high customer loyalty. D. Produce high customer profitability. E. Establish brand equity.

A. Produce high customer equity.

Which of the following represent market​ offerings? A. Products, services,​ information, and experiences B. ​Products, services,​ needs, and wants C. Products, services,​ needs, and exchanges D. Value, satisfaction,​ sales, and profits E. Needs, wants,​ products, and advertisements

A. Products, services,​ information, and experiences

Which of the following correctly identifies the five important decisions marketers must make when developing individual products and​ services? A. Product​ attributes, branding,​ packaging, labeling, and product support services B. Product​ attributes, branding, quality​ level, pricing, and distribution C. Branding, pricing,​ advertising, distribution, and product support services D. Product​ attributes, pricing,​ advertising, distribution, and promotion E. Quality​ level, pricing,​ advertising, distribution, and promotion

A. Product​ attributes, branding,​ packaging, labeling, and product support services

The​ Children's Online Privacy Protection Act in the United States enforces laws for what​ reason? A. Prohibits online service operators from collecting personal information from children B. Makes​ deceptive, misleading, and unfair practices illegal regardless of injury to competition C. Establishes procedures to avoid unwanted telephone solicitations D. Bans the sale of hazardous toys and articles E. Regulates the distribution of unsolicited commercial​ e-mail

A. Prohibits online service operators from collecting personal information from children

Which of the following is an important trend in the natural environment of which marketers should be​ aware? A. Shortages of raw materials B. Decreased pollution C. Decreasing costs of nonrenewable resources D. Decreased government intervention E. A decrease in consumer concern towards the environment

A. Shortages of raw materials

Which of the following statements regarding the changing marketing landscape is​ correct? A. The Great Recession caused consumers to rethink their buying priorities. B. Today's post-recession era consumers buy​ more, use fewer​ coupons, use their credit cards​ more, and save less. C. Digital technology has had little impact on the way we live. D. Companies can safely ignore the environmental movement. E. Global competition affects only large companies.

A. The Great Recession caused consumers to rethink their buying priorities.

Which of the following is NOT a problem involving the natural environment that marketers need to​ consider? A. The aging U.S. population B. Government regulations C. Greenhouse gases D. Raw material shortages E. Pollution

A. The aging U.S. population

How does the microenvironment of a company differ from its​ macroenvironment? A. The microenvironment deals with the​ company, suppliers, marketing​ intermediaries, customer​ markets, competitors, and publics. B. The microenvironment affects a larger portion of the company than the macroenvironment. C. The microenvironment uses more financial resources than the macroenvironment. D. The microenvironment deals with the big​ problem, whereas the macroenvironment deals with trivial problems. E. The microenvironment is​ company-based, whereas the macroenvironment is​ customer-based.

A. The microenvironment deals with the​ company, suppliers, marketing​ intermediaries, customer​ markets, competitors, and publics.

What determines if a buyer is satisfied or dissatisfied with a​ purchase? A. The relationship between the​ consumer's expectations and the​ product's perceived performance B. How others feel about the purchase C. The number of alternatives considered in the purchase decision D. The amount of information gathered in the decision process E. Whether or not the buyer experiences cognitive dissonance

A. The relationship between the​ consumer's expectations and the​ product's perceived performance

According to the model of buyer​ behavior, what is in a​ buyer's black​ box? A. The​ buyer's characteristics and the​ buyer's decision process B. Attitudes and preferences C. Cultural forces D. Purchase behavior E. The four Ps

A. The​ buyer's characteristics and the​ buyer's decision process

Which of the following is a pure tangible​ good? A. Toothpaste B. A medical checkup C. A spa treatment D. A meal at a restaurant E. Financial advice

A. Toothpaste

You and seven other people relay your feelings and thoughts about a potential new product to a trained moderator. In​ exchange, you receive a small payment. You are participating in​ a(n) ________. A. focus group interview B. ethnographic study C. immersion group D. individual interview E. experiment

A. focus group interview

To develop needed​ information, marketing information systems utilize​ _________. A. internal​ databases, marketing​ intelligence, and marketing research B. marketing​ intelligence, marketing​ research, and the marketing environment C. internal​ databases, big​ data, and market research D. internal​ databases, marketing​ research, and marketing managers E. marketing​ managers, information​ users, and internal databases

A. internal​ databases, marketing​ intelligence, and marketing research

According to the​ text, two major public policy and ethical issues in marketing research are​ ________. A. intrusions on consumer privacy and the misuse of research findings B. intrusions on consumer privacy and inaccurate data analysis C. deceptive advertising and illegal pricing D. misuse of research findings and improper sampling procedures E. paying research respondents and intrusions on consumer privacy

A. intrusions on consumer privacy and the misuse of research findings

Evaluating each market​ segment's attractiveness and selecting one or more market segments to enter is called​ _____. A. market targeting B. positioning C. mass marketing D. differentiation E. market segmentation

A. market targeting

If a company adds a new product line to its existing​ portfolio, it has increased its​ _________. A. product mix width B. product line length C. product mix consistency D. product mix depth E. product support services

A. product mix width

Dividing buyers into groups based on social​ class, lifestyle, or personality characteristics is called​ ________ segmentation. A. psychographic B. geographic C. behavioral D. age and life cycle E. user status

A. psychographic

Services are characterized by four key​ aspects: ______________________. A. services are​ intangible, inseparable,​ variable, and perishable. B. services are​ intangible, perishable,​ consistent, and inseparable. C. services are​ inexpensive, easy to​ find, intangible, and variable. D. services are​ intangible, inexpensive, easy to​ find, and automated. E. services are​ intangible, variable,​ perishable, and inexpensive.

A. services are​ intangible, inseparable,​ variable, and perishable.

Digital marketing tools used in digital and social media marketing include​ ________. A. social​ media, mobile​ apps, and blogs. B. social​ media, mobile​ apps, and television advertising C. ​e-mail, telemarketing, and blogs D. mobile​ apps, online​ video, and personal selling E. social​ media, online​ video, and newspaper coupons

A. social​ media, mobile​ apps, and blogs

The group of economic factors that affect​ consumers' purchasing power and spending patterns is called​ ________. A. the economic environment B. income distribution C. macroenvironment D. demographic information E. the value market

A. the economic environment

The first step of the marketing process is to​ ___________________. A. understand the​ marketplace, which includes customer needs and wants. B. design a​ customer-driven marketing strategy C. build profitable relationships D. construct an integrated marketing program that delivers superior value E. capture value from customers to create profits and customer equity

A. understand the​ marketplace, which includes customer needs and wants.

In which step of the buying decision process is the final order with the chosen supplier​ developed? A. ​Order-routine specification B. Product specification C. Supplier selection D. General need description E. Proposal solicitation

A. ​Order-routine specification

______________ is the first stage in the new product adoption process. A. Interest B. Awareness C. Adoption D. Evaluation E. Trial

B. Awareness

The ultimate goal of the marketing process is to do which of the​ following? A. Create a quality product. B. Capture value from customers. C. Evaluate customer needs. D. Determine a target market. E. Develop relationships with customers.

B. Capture value from customers.

People's views of​ themselves, others,​ organizations, and nature are part of which macroenvironmental​ force? A. Natural forces B. Cultural forces C. Technological forces D. Political forces E. Demographic forces

B. Cultural forces

Sky owns a small hot air balloon company in​ Albuquerque, New Mexico. He recently started a Facebook page for his company and many of his customers are asking for​ store-sponsored hot air balloon trips. They believe​ Sky's expertise would make him the perfect guide. Sky decides to host quarterly hot air balloon trips and experiences a huge increase in sales and customer satisfaction. Which of the following is the BEST conclusion that can be drawn from​ Sky's situation? A. Customer insights are not dependable. B. Customer insights can provide valuable information to a small businesses. C. Most small businesses have no way of easily accessing customer insights. D. Customer insights are emotional and often irrelevant to a small business. E. Customer insights can be gained only through costly market research

B. Customer insights can provide valuable information to a small businesses.

Byron Tied 2 Bowties groups its customers by regions in the United​ States, such as​ Midwest, Northeast, and Southwest. For each​ region, Byron Tied 2 Bowties creates a different set of advertisements and promotions. On which of the following segmentation variables does the firm divide its​ market? A. Behavior B. Geography C. Benefits sought D. Personality E. Demographics

B. Geography

Which of the following correctly defines the consumer​ market? A. Any business that sells goods and services to other businesses B. Individuals and households that buy goods and services for personal consumption C. Retailers who sell goods and services to consumers D. Manufacturers, retailers, and consumers E. Individuals who spend more than​ $1,000 a year on purchases

B. Individuals and households that buy goods and services for personal consumption

What are the three general sources from which marketers can obtain​ information? A. Internal​ data, big​ data, and global data B. Internal​ data, marketing​ intelligence, and marketing research C. Competitors, the​ Internet, and the media D. Marketing​ research, surveys, and scanners E. Sales​ records, the​ Internet, and internal databases

B. Internal​ data, marketing​ intelligence, and marketing research

Overall, how has the American population changed over​ time? A. It has become more likely to develop brand loyalty. B. It has become more​ diverse, better​ educated, and more mobile. C. It has become closer knit and more​ family-oriented. D. It has become more skeptical about marketing schemes. E. It has become​ wealthier, more​ cultured, and more frivolous in its spending habits.

B. It has become more​ diverse, better​ educated, and more mobile.

When Doritos comes out with new flavors of its tortilla​ chips, what brand development strategy does it​ employ? A. Multibrand B. Line extension C. Brand extension D. Store brand. E. New brand

B. Line extension

Which of the following would make a segment less attractive to​ enter? A. Buyers with weak bargaining power B. New entrants finding it easy to enter the segment C. Suppliers with weak bargaining power D. A lack of aggressive competitors E. Very few substitute products

B. New entrants finding it easy to enter the segment

Which of the following are additional variables marketers use to segment business markets but not consumer​ markets? A. Operating​ characteristics, purchasing​ approaches, situational​ factors, and region B. Operating​ characteristics, purchasing​ approaches, situational​ factors, and personal characteristics C. Operating​ characteristics, purchasing​ approaches, situational​ factors, and loyalty status D. Operating​ characteristics, purchasing​ approaches, situational​ factors, and benefits sought E. Operating​ characteristics, purchasing​ approaches, situational​ factors, and usage rate

B. Operating​ characteristics, purchasing​ approaches, situational​ factors, and personal characteristics

Consumers can obtain information from any of several sources. Which source is the most effective in that they legitimize the​ product? A. Media sources B. Personal sources C. Commercial sources D. Public sources E. The Internet

B. Personal sources

Which of the following would be good advice for someone that is conducting marketing research in a foreign​ country? A. You can easily find good secondary data in most foreign markets. B. Reaching respondents in other parts of the world is more difficult than it is in the U.S. C. Language translation will be easy. D. Consumers in foreign markets generally enjoy participating in marketing research. E. Globalization has slowed​ down, so international research is no longer necessary.

B. Reaching respondents in other parts of the world is more difficult than it is in the U.S.

Which of the following is a social factor that influences consumer buying​ behavior? A. Economic situation B. Roles and status C. Occupation D. Life-cycle stage E. Personality

B. Roles and status

Your local pizzeria promises​ "Delivery in 30 minutes or less or the pizza is​ free." What point of differentiation is​ this? A. Product differentiation B. Services differentiation C. Channel differentiation D. People differentiation E. Image differentiation

B. Services differentiation

Which of the following correctly lists the actors in a​ company's microenvironment? A. The​ company, suppliers, marketing​ intermediaries, technological​ forces, competitors, and cultural forces B. The​ company, suppliers, marketing​ intermediaries, customer​ markets, competitors, and publics C. Demographic​ forces, economic​ forces, technological​ forces, cultural​ forces, political​ forces, and customers D. The​ company, customers,​ suppliers, demographic​ forces, cultural​ forces, and competitors E. The​ company, customers,​ suppliers, demographic​ forces, cultural​ forces, and publics

B. The​ company, suppliers, marketing​ intermediaries, customer​ markets, competitors, and publics

What is MOST likely to cause a variation in​ customer-perceived value? A. The popularity of a product to the customer B. The​ customer's opinion of what constitutes value C. The​ customer's satisfaction with a product D. The cost to produce a product E. The cost of advertising to the target market

B. The​ customer's opinion of what constitutes value

Why is it important for a company to collect both primary and secondary data when conducting marketing​ research? A. To avoid complaints that the study is not reliable B. To have a​ "full picture" of the subject of its study C. To keep costs down D. To ensure the data is usable E. To guarantee the product being researched will be successful

B. To have a​ "full picture" of the subject of its study

The quality of services depends on who provides them as well as​ when, where, and how they are provided. Which characteristic of services does this​ describe? A. Inseparability B. Variability C. Tangibility D. Intangibility E. Perishability

B. Variability

To design a winning marketing​ strategy, what are the two important questions a marketing manager must​ answer? A. What customers will we​ serve? How can we maximize​ profits? B. What customers will we​ serve? How can we serve these customers​ best? C. How can we serve our customers​ best? How can we maximize​ profits? D. Who are our​ competitors? How can we beat our​ competitors? E. What markets should we​ enter? How do we maximize sales in those​ markets?

B. What customers will we​ serve? How can we serve these customers​ best?

What advice would you give a firm about how to respond to the changing marketing​ environment? A. Watch environmental changes but react only when absolutely necessary. B. Whenever​ possible, take a proactive approach to the environment. C. Accept the fact that things change and not much can be done about it. D. If the current strategy is​ working, there is no need to respond to environmental changes. E. Do not do anything until competitors respond.

B. Whenever​ possible, take a proactive approach to the environment.

Many companies build extensive electronic collections of consumer and market information obtained from data sources within the​ company's network. This is known as​ ___________. A. marketing intelligence B. an internal database C. an intranet D. marketing research E. online marketing research

B. an internal database

In addition to income​ levels, marketers need to pay attention to​ ______, which has created a tiered market. A. interest rates B. income distribution levels C. foreign exchange rates D. savings patterns E. consumer debt

B. income distribution levels

Materials and​ parts, capital​ items, and supplies and services are groups of​ _____ products. A. convenience B. industrial C. unsought D. shopping E. specialty

B. industrial

Service marketing requires​ ________. This means that the service firm must orient and motivate its​ customer-contact employees and supporting service people to work as a team to provide customer satisfaction. A. interactive marketing B. internal marketing C. the service firm to focus only on the customer D. external marketing E. image differentiation

B. internal marketing

Grocers in neighborhoods with a large Hispanic population typically carry more brands that Hispanic consumers prefer than grocers in other neighborhoods. This is an example of​ ________. A. concentrated marketing B. local marketing C. individual marketing D. undifferentiated marketing E. differentiated marketing

B. local marketing

The four major brand strategy decisions involve brand​ ________. A. equity, identity, name​ selection, and logo selection B. positioning, name​ selection, sponsorship, and development C. equity, name​ selection, sponsorship, and development D. name​ selection, logo​ selection, sponsorship, and identity E. equity, value, name​ selection, and positioning

B. positioning, name​ selection, sponsorship, and development

The buyer decision process starts with​ __________. A. satisfaction with past purchases B. recognizing a need C. making a purchase D. evaluating purchase alternatives E. getting information about a purchase

B. recognizing a need

A purse​ company's ads feature the members of a popular housewives reality show. Product sales increase significantly among the fans. From the​ fans' viewpoint, the housewives reality show is​ a(n) _____. A. lagging adopter B. reference group C. family group D. late-majority adopter E. membership group

B. reference group

Competitive marketing intelligence is primarily responsible for​ _____________. A. using primary data over secondary B. the systematic collection and analysis of publicly available information C. defining the problem D. developing the research plan E. implementing the research plan

B. the systematic collection and analysis of publicly available information

A​ _______ defines how a company will create differentiated value for targeted segments and what positions it wants to occupy in those segments. A. value statement B. value proposition C. positioning map D. unique proposition E. mission statement

B. value proposition

What are the two keys to building lasting customer​ relationships? A.Satisfaction and sales promotions B. Value and satisfaction C. Customer service and quality products D. Innovative products and low prices E. Value and customer service

B.Value and satisfaction

Which of the following correctly defines a​ product? A. A product is not a part of the overall market offering. B. Products are only tangible objects offered to a market to satisfy a want or need. C. A product is anything offered to a market that might satisfy a need or want. D. Products include tangible objects and services but not events or people. E. Products have two levels dash- the actual product and the augmented product.

C. A product is anything offered to a market that might satisfy a need or want.

Which of the following is the correct definition of a​ product? A. A product is a tangible good or a service that can be offered to a market for​ attention, acquisition,​ use, or consumption that does not satisfy a want or need. B. A product is a tangible good or a service that can be offered to a market for consumption that might satisfy a want or need. C. A product is anything that can be offered to a market for​ attention, acquisition,​ use, or consumption that might satisfy a want or need. D. A product is anything that can be offered to a market for consumption that does not satisfy a want or need. E. A product is a tangible good that can be offered to a market for​ attention, acquisition,​ use, or consumption that might satisfy a want or need.

C. A product is anything that can be offered to a market for​ attention, acquisition,​ use, or consumption that might satisfy a want or need.

Which of the following describes the current trend in businesses regarding relationships with​ customers? A. Avoid developing relationships with customers at all. B. Find a few customers and develop strong relationships with them. C. Build the right relationships with the right customers. D. Gather as many customers as possible on a surface level. E. Maintain strong relationships with as many customers as possible.

C. Build the right relationships with the right customers.

To exercise their social​ responsibility, many companies are linking themselves to what type of​ marketing? A. Generational B. Environmental C. Cause-related D. Intermediaries E. Technological

C. Cause-related

A company is conducting market research to determine the best areas to sell its product. It has already determined its research questions. What is the next step of this​ company's research​ plan? A. Analyze potential data sources. B. Define the problem. C. Collect the data. D. Share the data with other companies in similar situations. E. Determine the best method to conduct research.

C. Collect the data.

Which type of consumer products are frequently purchased with little​ planning, little comparison or shopping​ effort, and low customer​ involvement? A. Shopping products B. Specialty products C. Convenience products D. Industrial products E. Capital products

C. Convenience products

Which of the following is included in a broad definition of​ marketing? A. Selling, advertising, and promoting B. Advertising, selling, and developing quality products C. Creating customer​ value, building customer​ relationships, and engaging customers D. Creating customer​ value, building customer​ relationships, and having a strong selling orientation E. Satisfying​ customers, beating​ competitors, and maximizing profits

C. Creating customer​ value, building customer​ relationships, and engaging customers

A wedding services company changes its marketing strategy to reflect the fact that more LGBT​ (lesbian/gay/bisexual/transgender) marriages are taking place. The company is offering a broader range of ceremonies that cater to this market. Which of the following environments must this wedding company​ analyze? A. Political B. Technological C. Cultural D. Economic E. Natural

C. Cultural

What is big​ data? A. Data that is obtained from competitors B. Data that proves to be useful to marketers C. Data contained in huge and complex data sets D. Data collected by very large companies E. Data that is collected globally

C. Data contained in huge and complex data sets

What is the nature of demand in business​ markets? A. Business market demand is independent of consumer market demand. B. Demand in business markets fluctuates less than in consumer markets. C. Demand in business markets is derived demand. D. Demand in business markets does not fluctuate. E. Demand in business markets is elastic.

C. Demand in business markets is derived demand.

Which of the five characteristics identified in the text has an inverse relationship with an​ innovation's rate of​ adoption? As this characteristic​ increases, the rate of adoption is slower. A. Relative advantage B. Communicability C. Divisibility D. Complexity E. Compatibility

C. Divisibility

The​ demographic, economic,​ natural, technological,​ political, and cultural forces that affect a​ company's ability to serve its customers make up which of the​ following? A. Technological environment B. Cultural environment C. Macroenvironment D. Microenvironment E. Marketing environment

C. Macroenvironment

Which of the following statements regarding the business market is​ correct? A. Demand in the business market is more elastic than demand in the consumer market. B. The business market is not as large as the consumer market in terms of dollars spent and items purchased. C. Many sets of business purchases are made for one set of consumer purchases. D. Business buying decisions are less complex than consumer buying decisions. E. The business market has more businesses than the consumer market.

C. Many sets of business purchases are made for one set of consumer purchases.

When a company divides the market into groups of​ customers, it is engaging in which of the​ following? A. Target marketing B. Differentiation C. Market segmentation D. Societal marketing E. Demand management

C. Market segmentation

Which of the following correctly identifies the five core customer and marketplace​ concepts? A. Needs, wants, and​ demands; market​ offerings; value;​ satisfaction; and markets B. Needs, wants, and​ demands; market​ offerings; value and​ satisfaction; competitors; and profits C. Needs, wants, and​ demands; market​ offerings; value and​ satisfaction; exchanges and​ relationships; and markets D. ​Needs, wants, and​ demands; products;​ value; customers; and competitors E. Needs, wants,​ demands, market​ offerings, and markets

C. Needs, wants, and​ demands; market​ offerings; value and​ satisfaction; exchanges and​ relationships; and markets

Which of the following lists the five steps of the buyer decision process in the correct​ order? A. Need​ recognition, purchase​ decision, information​ search, evaluation of​ alternatives, and postpurchase behavior. B. Purchase​ decision, need​ recognition, information​ search, evaluation of​ alternatives, and postpurchase behavior. C. Need​ recognition, information​ search, evaluation of​ alternatives, purchase​ decision, and postpurchase behavior. D. Need​ recognition, evaluation of​ alternatives, information​ search, purchase​ decision, and postpurchase behavior. E. Need​ recognition, information​ search, purchase​ decision, evaluation of​ alternatives, and postpurchase behavior.

C. Need​ recognition, information​ search, evaluation of​ alternatives, purchase​ decision, and postpurchase behavior.

Which of the following statements about online research is​ correct? A. Online research is only feasible for large companies. B. Focus groups are rarely conducted online. C. Online surveys generally have higher response rates than those conducted by mail or phone. D. It is more expensive to conduct online research than to do a​ mail, phone, or personal interview. E. Experiments cannot be conducted online.

C. Online surveys generally have higher response rates than those conducted by mail or phone.

Which of the following needs in​ Maslow's hierarchy is generally satisfied​ first? A. Safety needs B. Self-actualization needs C. Physiological needs D. Esteem needs E. Social needs

C. Physiological needs

_________ refers to the degree to which innovation appears superior to existing products. A. Complexity B. Communicability C. Relative advantage D. Compatibility E. Divisibility

C. Relative advantage

Wonders such as robotic​ surgery, miniaturized​ electronics, and antibiotics can be attributed to which marketing​ environment? A. Social B. Cultural C. Technological D. Political E. Natural

C. Technological

What is the main problem that sellers suffering from marketing myopia​ face? A. They focus more on brand image than the quality. B. They focus more on the​ customer's experience than the product itself. C. They focus more on products than the​ customer's underlying need. D. They focus more on profit than the​ customer's benefit. E. They focus on customer wants instead of demands.

C. They focus more on products than the​ customer's underlying need.

Why do companies use customer relationship​ management? A. To maximize sales and revenue B. To get to know their customers personally C. To capture and use customer data D. To find new customers E. To avoid using big data

C. To capture and use customer data

Which of the following is true regarding international marketing​ research? A. The use of international marketing research has decreased in recent years. B. Consumers in different countries are very alike in their attitudes toward marketing research. C. Translating questionnaires from one language to another is not an easy task. D. Most countries have ample sources of secondary data available for marketing researchers. E. Primary data cannot be collected when conducting international marketing research.

C. Translating questionnaires from one language to another is not an easy task.

Roper's Radical Racers is an upscale company that sells cars primarily to racecar drivers and movie producers. In the​ past, Roper's Radical Racers marketed itself to the​ fun-loving driverlong dash—the driver who wanted to​ "race with​ life." However, in the current​ economy, Roper's has changed its slogan to​ "superior speed, superior​ savings." Roper's Radical Racers is engaging in which of the​ following? A. Diversity targeting B. Price slashing C. Value marketing D. Income distribution E. Market consideration

C. Value marketing

The value of customer relationships that a brand creates is called​ _______. A. customer value B. brand equity C. customer equity D. brand differentiation E. brand value

C. customer equity

Firms that manufacture seasonal products target their consumers primarily through​ ________ segmentation. A. demographic B. psychographic C. occasion D. age and life cycle E. income

C. occasion

In a​ _________, the​ business-to-business buyer reorders something without modifications. A. system selling B. buying decision C. straight rebuy D. new task E. modified rebuy

C. straight rebuy

When a company lengthens a product line by adding more items beyond its current​ range, they are​ ________. A. decreasing the depth of the line B. filling the line C. stretching the line D. increasing the width of their product mix E. decreasing the width of their product mix

C. stretching the line

Selling and advertising are part of a larger set of marketing tools that work together to satisfy customer needs and build customer relationships known as​ _____________. A. customer-engagement marketing B. market offerings C. the marketing mix D. the marketing concept E. customer equity

C. the marketing mix

Which of the following identifies a change in the technological environment that could affect the success of a​ business? A. A company develops a new warranty that lasts as long as its predecessor. B. A company packages its product to be twice the size of its predecessor. C. A company develops a customer support program that customers rate twice as responsive as the previous program. D. A company develops a new battery that lasts twice as long as its predecessor. E. A company develops a new battery that costs twice as much as its predecessor.

D. A company develops a new battery that lasts twice as long as its predecessor.

Which type of business buying situation offers marketers the greatest opportunity but also the greatest​ challenge? A. A modified rebuy B. A straight rebuy C. A request for proposal D. A new task situation E. A buying center purchase

D. A new task situation

A colleague needs to collect descriptive data about his​ customer's attitudes. He has not done this type of research before. What research approach would you recommend to best suit this research​ project? A. An experiment B. Secondary data C. Observation D. A survey E. An ethnographic study

D. A survey

What are the four general characteristics that influence consumer​ purchases? A. Cultural​ characteristics, technological​ characteristics, social​ characteristics, and personal characteristics B. Cultural​ characteristics, social​ characteristics, demographic​ characteristics, and brand loyalty C. Economic​ characteristics, technological​ characteristics, demographic​ characteristics, and political characteristics D. Cultural​ characteristics, social​ characteristics, personal​ characteristics, and psychological characteristics E. Technological​ characteristics, social​ characteristics, personal​ characteristics, and the buyer decision process

D. Cultural​ characteristics, social​ characteristics, personal​ characteristics, and psychological characteristics

Craig's Craft Beer structures its company in such a way to encourage its most profitable older customers to remain loyal while also targeting a new generation of customers. What is​ Craig's Craft Beer attempting to​ build? A. Customer lifetime value B. Share of customer C. Customer loyalty D. Customer equity E. Partner relationships

D. Customer equity

Forces in a​ company's macroenvironment that shape opportunities and pose threats to the company include​ what? A. Competitors, marketing​ intermediaries, publics,​ natural, and customers B. ​Competitors, marketing​ intermediaries, demographics,​ political, and technology C. Competitors, suppliers,​ natural, publics, and culture D. Demographic, economic,​ natural, technological,​ political/social, and cultural forces E. Demographics, technology,​ culture, political, and publics

D. Demographic, economic,​ natural, technological,​ political/social, and cultural forces

Advantage Airlines has instituted a loyalty rewards program that rewards customers with free​ Wi-Fi, seat​ upgrades, and free miles for their continued patronage. What relationship tool is Advantage Airlines​ using? A. Mass-media marketing B. Consumer-generated marketing C. Club marketing program D. Frequency marketing program E. Customer-perceived value

D. Frequency marketing program

Which type of market segmentation has long been used in​ clothing, cosmetics,​ toiletries, and​ magazines? A. Income B. Usage rate C. Occasion D. Gender E. Benefits sought

D. Gender

When we see Hello Kitty on​ children's clothing, Disney characters on​ lunchboxes, and Sponge Bob Squarepants on breakfast​ cereals, which form of brand sponsorship is being​ used? A. Private branding B. Co-branding C. National branding D. Licensing E. Store branding

D. Licensing

________ involves dividing a market into smaller segments of buyers with distinct needs or behaviors that might require separate marketing strategies. A. Mass marketing B. Positioning C. Market targeting D. Market segmenting E. Differentiation

D. Market segmenting

Which of the following statements about big data is​ correct? A. Analyzing big data will always lead to useful customer insights. B. Big data actually refers to very small data sets. C. Analyzing big data is a very easy task. D. One result of big data is that marketing managers are often overloaded and overwhelmed with information. E. Big data is very important because marketers today need more information to make good decisions.

D. One result of big data is that marketing managers are often overloaded and overwhelmed with information.

​__________ show consumer perceptions of their brands versus those of competing products on important buying dimensions. A. Competitive maps B. Competitively positioned maps C. Target segment maps D. Perceptual positioning maps E. Psychographic maps

D. Perceptual positioning maps

What are the eight steps in the business buying decision process in the correct​ sequence? A. Problem​ recognition, general need​ description, product​ specification, supplier​ search, supplier​ selection, proposal​ solicitation, order-routine​ specification, and performance review B. Performance​ review, problem​ recognition, general need​ description, product​ specification, supplier​ search, proposal​ solicitation, supplier​ selection, and​ order-routine specification C. General need​ description, problem​ recognition, product​ specification, supplier​ search, proposal​ solicitation, supplier​ selection, order-routine​ specification, and performance review D. Problem​ recognition, general need​ description, product​ specification, supplier​ search, proposal​ solicitation, supplier​ selection, order-routine​ specification, and performance review E. Problem​ recognition, general need​ description, product​ specification, supplier​ selection, supplier​ search, proposal​ solicitation, order-routine​ specification, and performance review

D. Problem​ recognition, general need​ description, product​ specification, supplier​ search, proposal​ solicitation, supplier​ selection, order-routine​ specification, and performance review

Which of the following is NOT one of the four Ps of the marketing​ mix? A. Place B. Promotion C. Product D. Profit E. Price

D. Profit

Which marketing philosophy holds that consumers will not buy enough of the​ firm's products unless it undertakes a​ large-scale selling and promotion​ effort? A. Production concept B. Societal marketing concept C. Marketing concept D. Selling concept E. Product concept

D. Selling concept

What is the single most important demographic trend in the U.S.​ today? A. Changes in the American family B. Increasing diversity C. Geographic population shifts D. The changing age structure of the population E. A better educated population

D. The changing age structure of the population

Which marketing management orientation holds that a firm should have a customer focus to achieve sales and​ profits? A. The production concept B. The selling concept C. The societal marketing concept D. The marketing concept E. The product concept

D. The marketing concept

How does the new concept of marketing differ from the old concept of​ marketing? A. The new concept focuses on making money. B. The new concept requires less work from marketing executives. C. The new concept focuses on having a​ well-developed product. D. The new concept focuses on the needs of the customer. E. The new concept is more cost efficient.

D. The new concept focuses on the needs of the customer.

What is a​ product's position? A. How much consumers are willing to pay for a product B. Where a product is located on store shelves C. How the company advertises a product D. The way a product is defined by consumers on important attributes E. The market share of a product

D. The way a product is defined by consumers on important attributes

Tina's Tunes is a music store that has been selling CDs for 20 years. Throughout the last six​ years, sales have continuously declined and profits have almost completely disappeared. The CEO of​ Tina's Tunes believes resurgence is likely to happen soon and wants to continue business as usual. What is likely to happen to​ Tina's Tunes? A. Tina's Tunes is likely to fail because it is ignoring the current political environment. B. Tina's tunes are likely to prosper as mistrust in the digital age increases. C. Tina's Tunes is likely to fail because it is ignoring the natural environment. D. Tina's Tunes is likely to fail because it is ignoring the technological environment. E. Tina's Tunes will experience a rebound as the fear of the Great Recession declines.

D. Tina's Tunes is likely to fail because it is ignoring the technological environment.

Which of the following is considered part of an augmented product rather than that of an actual product or core customer​ value? A. Packaging B. Product features C. Design D. Warranty E. Brand name

D. Warranty

The major product line decision involves the​ line's ______, or the number of items in the product line. A. mix B. portfolio C. depth D. length E. scope

D. length

The people and procedures dedicated to assessing information​ needs, developing the needed​ information, and helping decision makers use the information to generate and validate actionable customer and market insights comprise a​ ________. A. marketing research department B. marketing consulting team C. marketing technology system D. marketing information system E. marketing analytic system

D. marketing information system

Toyota allows Scion buyers to customize their cars to meet their exact needs and preferences. This is an example of​ ____________. A. segmented marketing B. differentiated marketing C. undifferentiated marketing D. micromarketing E. concentrated marketing

D. micromarketing

If competitors cannot easily copy the benefit a company chooses to​ promote, that benefit is said to be​ _________. A. superior B. profitable C. affordable D. preemptive E. distinctive

D. preemptive

Firms that develop strategies to change the environmentlong dash—instead of assuming that strategic options are bounded by the current environmentlong dash—are being​ _______. A. passive B. shortsighted C. unethical D. proactive E. reactive

D. proactive

To deliver real value to​ marketers, marketing information must​ _________. A. come from big data sources B. have a positive impact on profits C. be collected inexpensively D. provide useful customer insights E. include information on competitors

D. provide useful customer insights

A company rarely gets​ 100% of a​ customer's purchases for a product category. The share it does get of the​ customer's purchasing in its product categories is called​ ________. A. customer defections B. customer lifetime value C. customer equity D. share of customer E. share of market

D. share of customer

According to the​ text, __________ are perhaps the most dramatic forces affecting​ today's marketing strategies. A. natural forces B. political forces C. economic forces D. technological forces E. demographic forces

D. technological forces

All the people involved in the buying decision in an organization are collectively known as​ _______. A. the buying nucleus B. buying agents C. buying actors D. the buying center E. the purchasing team

D. the buying center

Many marketers think that companies should aggressively promote only one benefit to the target market. The benefit promoted is known as​ a(n) ________. A. unique position proposition B. unique product proposition C. unique difference proposition D. unique selling proposition E. unique benefit proposition

D. unique selling proposition

Kroger sponsors such brands as Private​ Selection, Heritage​ Farm, and Simple Truth. Kroger does not manufacture any of these products. Which type of brand sponsorship is Kroger​ using? A. A licensed brand B. A national brand C. A​ co-brand D. A​ manufacturer's brand E. A private brand

E. A private brand

The act of obtaining a desired object from someone by offering something in return is known as which of the​ following? A. A trade B. A swap C. A sale D. A barter E. An exchange

E. An exchange

In which targeting strategy does a firm go after a large share of one or a few smaller​ segments? A. Mass marketing B. Micromarketing C. Undifferentiated marketing D. Differentiated marketing E. Concentrated marketing

E. Concentrated marketing

What are the two broad classifications of​ products? A. Consumer products and household products B. Grocery products and luxury products C. Consumer products and business products D. Necessity products and luxury products E. Consumer products and industrial products

E. Consumer products and industrial products

Bob's Bicycle Sales and Repair is a brand new company. From a marketing​ standpoint, what is the FIRST thing​ Bob's Bicycle Sales and Repair needs to​ do? A. Develop a plan to sell as many bicycles as possible. B. Develop relationships with the customers who come to purchase bicycles or repair services. C. Advertise the company as a location in which to purchase bicycles or repair services. D. Develop the best bicycle selection to sell. E. Determine who in the community wants or needs a bicycle or repair service.

E. Determine who in the community wants or needs a bicycle or repair service.

What is market​ segmentation? A. Evaluating each market​ segment's attractiveness and selecting one or more market segments to enter B. Arranging for a market offering to occupy a​ clear, distinctive, and desirable place relative to competing products in the minds of target consumers C. Differentiating the​ firm's market offering to create superior customer value D. Marketing to a mass market of homogenous buyers E. Dividing a market into distinct groups of buyers who have different​ needs, characteristics, or behaviors and who might require separate marketing strategies or mixes

E. Dividing a market into distinct groups of buyers who have different​ needs, characteristics, or behaviors and who might require separate marketing strategies or mixes

What are the three types of objectives a marketing research project might​ have? A. Demographic​ research, exploratory​ research, and attitudinal research B. Descriptive​ research, survey​ research, and causal research C. Exploratory​ research, secondary​ research, and primary research D. Exploratory​ research, descriptive​ research, and survey research E. Exploratory​ research, descriptive​ research, and causal research

E. Exploratory​ research, descriptive​ research, and causal research

Which of the following statements is true regarding the marketing of​ services? A. Customer-facing employees are not important in the marketing of services. B. Buyer-seller interaction during the service encounter has little impact on service quality. C. Service providers do need to use segmentation and target marketing. D. Service providers do not need to differentiate their offerings. E. For service​ providers, a solution to price competition is to develop a differentiated​ offer, delivery, and image.

E. For service​ providers, a solution to price competition is to develop a differentiated​ offer, delivery, and image.

The role of a​ company's marketing intermediaries is to do which of the​ following? A. Purchase the​ company's product B. Determine which products a company should market C. Manage the​ company's human resources efforts D. Provide the resources needed by the company to produce goods and services E. Help the company​ find, promote,​ sell, and distribute products

E. Help the company​ find, promote,​ sell, and distribute products

How do market demands relate to needs and​ wants? A. Demands result in customers needing and wanting a particular product. B. Needs and wants outweigh demands in the​ customer's mind. C. Wants and demands are​ equivalent, and both satisfy needs at the same rate. D. Needs, wants, and demands all describe the same state in the customer. E. Needs are satisfied by​ wants, and buying power converts wants into demand.

E. Needs are satisfied by​ wants, and buying power converts wants into demand.

When​ Coca-Cola saw the growth of the bottled water​ category, they launched​ Dasani, its brand of bottled water. Which brand development strategy did​ Coca-Cola use in launching​ Disani? A. Multibranding B. Licensing C. Brand extension D. Line extension E. New brand

E. New brand

Which of the following BEST describes the research​ relationships? A. Observation is best suited for causal​ research, surveys for exploratory​ research, and experiments for descriptive research. B. Observation is best suited for descriptive​ research, surveys for exploratory​ research, and experiments for causal research. C. Observation is best suited for descriptive​ research, surveys for causal​ research, and experiments for exploratory research. D. Observation is best suited for exploratory​ research, surveys for causal​ research, and experiments for descriptive research. E. Observation is best suited for exploratory​ research, surveys for descriptive​ research, and experiments for causal research.

E. Observation is best suited for exploratory​ research, surveys for descriptive​ research, and experiments for causal research.

Which of the following statements is true regarding​ packaging? A. Packaging does not influence the consumer buying decision. B. Packaging is not used to gain a competitive advantage. C. Packaging is not an important consideration in product strategy. D. Packaging does not impact product safety. E. Packaging can be an important part of a​ brand's identity.

E. Packaging can be an important part of a​ brand's identity.

Which of the following is a variable used to segment consumer buyers that is not used to segment business​ buyers? A. Personal characteristics B. Operating characteristics C. Purchasing approaches D. Situational factors E. Psychographics

E. Psychographics

What are the five characteristics that are especially important in influencing an​ innovation's rate of​ adoption? A. Product, price,​ place, promotion, and packaging B. Relative​ advantage, complexity,​ compatibility, availability, and promotion C. Price, features,​ complexity, relative​ advantage, and promotion D. Product, price,​ place, promotion, and relative advantage E. Relative​ advantage, complexity,​ compatibility, divisibility, and communicability

E. Relative​ advantage, complexity,​ compatibility, divisibility, and communicability

What determines whether the buyer is satisfied or dissatisfied with a​ purchase? A. The relationship between the price of the product and the level of customer service provided B. The relationship between the price of the product and the​ product's perceived performance C. The relationship between the​ consumer's expectations and where the product was purchased D. The relationship between the​ consumer's expectations and how others evaluate the product E. The relationship between the​ consumer's expectations and the​ product's perceived performance

E. The relationship between the​ consumer's expectations and the​ product's perceived performance

From a marketing​ standpoint, which of the following BEST describes Baby​ Boomers? A. They blend the online and offline worlds seamlessly as they socialize and shop. B. They are more likely to be receptive to irreverent ad pitches that make fun of convention and tradition. C. They are slowing down as they age. D. They tend to research products before they consider a purchase. E. They constitute a lucrative market for financial​ services, new housing and home​ remodeling, new​ cars, travel and​ entertainment, eating​ out, and health and fitness products.

E. They constitute a lucrative market for financial​ services, new housing and home​ remodeling, new​ cars, travel and​ entertainment, eating​ out, and health and fitness products.

Which of the following is a reason for business​ legislation? A. To provide legal guidelines for businesses and marketers without actually enforcing them B. To ensure that companies make profits C. To ensure that competition is unregulated D. To remove legal regulations from the free market economy E. To protect consumers from unfair business practices

E. To protect consumers from unfair business practices

Which structural factor would make a market segment attractive to​ enter? A. Powerful buyers B. New entrants can easily come into the segment C. Powerful suppliers D. Many strong and aggressive competitors E. Very few actual or potential substitute products

E. Very few actual or potential substitute products

H2Coast, an automobile​ manufacturer, produces​ fuel-efficient hybrid vehicles that are targeted toward​ middle-income consumer groups. H2Coast most likely segments the consumer market based on​ ________ variables. A. psychographic B. behavioral C. geographic D. universal E. demographic

E. demographic

According to the five-step model of the marketing process, which of the following is the final step in the process? a) building profitable relationships and creating customer delight b) capturing value from customers to create profit and customer equity c) understanding the marketplace and customer needs d) designing a customer-driven marketing strategy e) constructing an integrated marketing program that delivers superior value

b) capturing value from customers to create profit and customer equity

Demographic, economic, natural, technological, political, and cultural forces form the ________ of an organization. a) supply chain b) macroenvironment c) marketing intermediary network d) internal environment e) microenvironment

b) macroenvironment

The practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations is referred to as ________. a) niche marketing b) micromarketing c) segmented marketing d) global marketing e) undifferentiated marketing

b) micromarketing

Which of the following is the correct order for the five steps in the five step decision making process (assuming the consumer goes through the model in the "typical" order)? a) Need recognition, evaluation of alternatives, information search, purchase decision, post-purchase phase b) Evaluation of alternatives, need recognition, information search, purchase decision, post-purchase phase c) Need recognition, information search, evaluation of alternatives, purchase decision, post-purchase phase d) Information search, need recognition, evaluation of alternatives, purchase decision, post-purchase phase e) Information search, evaluation of alternatives, purchase decision, post-purchase phase, problem recognition

c) Need recognition, information search, evaluation of alternatives, purchase decision, post-purchase phase

Dividing a market into several sections of customers is known as ________. a) mass customization b) market positioning c) market segmentation d) value engineering e) undifferentiated marketing

c) market segmentation

Brooke's Boutique plans to launch a new clothing line. For this purpose, the firm first conducts a survey to understand its target audience and identify the demographics of potential buyers. It then conducts experimental research to test whether customers associate discounted prices with lower product quality. Which types of research has the boutique employed in this case? a) exploratory followed by causal b) exploratory followed by descriptive c) descriptive followed by exploratory d) descriptive followed by causal e) causal followed by descriptive

d) descriptive followed by causal

Brands vary in the amount of power and value they hold in the marketplace. Iconic brands like Apple, Google, and Harley-Davidson have achieved substantial brand ________. a) capital b) personality c) perception d) esteem e) equity

e) equity