Marketing practice quiz 2

7. A _____ is a relatively homogeneous group of customers who will respond to a marketing mix in a similar way. a. market segment b. market grid c. consumer network d. market network

a. market segment

38. All of the following are key dimensions of relationships in business markets EXCEPT: a. information sharing. b. operational linkages. c. non-specific adaptations. d. cooperation.

c. non-specific adaptations.

25. Which of the following is not a major step in the learning process? a. Dissonance. b. Drive c. Response. d. Cues.

a. Dissonance.

16. _____ are concerned with making the best use of a consumer's time and money—as the consumer judges it. a. Economic needs b. Psychological needs c. Social influences d. Behavioral influences

a. Economic needs

5. ______________ is the process of naming broad product-markets and then segmenting these broad product-markets in order to select target markets and develop suitable marketing mixes. a. Market segmentation b. Strategic planning c. Mass marketing d. Market positioning

a. Market segmentation

18. ____ is one of the psychological variables that affects a person's buying behavior. a. Perception b. Family c. Social class d. Reference groups

a. Perception

34. A "buying center" a. may vary from purchase to purchase. b. refers to all the purchasing agents in a large firm. c. is usually identified on a firm's organization chart. d. is usually controlled by the purchasing manager.

a. may vary from purchase to purchase.

2. A _____ is a market with very similar needs and sellers offering various close substitute ways of satisfying those needs. a. product market b. standard market c. target market d. global market

a. product market

10. When deciding how far to carry the segmenting process, a. profit should be the balancing point. b. it's easier to develop effective marketing mixes for larger, more heterogeneous segments. c. cost considerations encourage less aggregating. d. the threat of potential competitors suggests more aggregating.

a. profit should be the balancing point.

22. Motivation theory a. suggests that most products must fill more than one need at a time. b. suggests that we are obsessed with lower-level needs. c. explains why marketing efforts targeted at affluent consumers should always focus on lower-level needs. d. suggests that individuals choose a specific response depending on cues.

a. suggests that most products must fill more than one need at a time.

31. Which of the following observations concerning planning strategies for international markets is FALSE? a. A marketing manager should know that relying on intuition or personal experience may be misleading. b. A marketing manager should know that understanding local cultural differences is of no real value. c. A marketing manager should know that consumers in a foreign culture are probably bound by some similar cultural forces. d. A marketing manager should involve locals who have a better chance of understanding the interests of customers.

b. A marketing manager should know that understanding local cultural differences is of no real value.

17. Which of the following is not an economic need? a. Dependability in use. b. Hunger. c. Economy of use . d. Convenience.

b. Hunger.

36. Which of the following is NOT an organizational buying process? a. Modified rebuy. b. Important task buy. c. New-task buying. d. Straight rebuy.

b. Important task buy.

41. Regarding the market composed of manufacturers in the United States: a. Most manufacturers are quite large. b. Manufacturers tend to be concentrated in specific areas. c. Small manufacturers account for most of the "value added" by manufacturing d. There are a large number of manufacturers compared to the number of final consumers.

b. Manufacturers tend to be concentrated in specific areas.

42. The government market: a. Is one of the smallest customer groups in the United States. b. Often has a buying process that includes purchase specifications and competitive bidding procedures. c. Never utilizes negotiated contract buying. d. Purchases a fairly narrow range of products dealing with public safety

b. Often has a buying process that includes purchase specifications and competitive bidding procedures.

14. _____ refers to how customers think about proposed or present brands in a market. a. Differentiating. b. Positioning c. Clustering d. CRM

b. Positioning

24. When consumers screen out or modify ideas, messages, and information that conflict with previously learned attitudes and beliefs, this is called: a. cognitive perception. b. Selective perception. c. selective retention. d. conscious perception.

b. Selective perception.

35. Organizational buyers: a. are producers' agents. b. are problem solvers. c. base purchasing decisions entirely on company needs. d. are not affected by emotional needs.

b. are problem solvers.

33. Concerning consumer and business markets: a. promotion to consumer markets usually relies more heavily on the use of personal selling. b. it is often easier to define customer needs in business markets. c. a marketing mix directed at an organizational customer is usually less precisely adjusted to the needs of the specific customer. d. None of the above.

b. it is often easier to define customer needs in business markets.

30. The consumer decision process begins with a. a routinized response. b. need awareness. c. information search. d. problem solving.

b. need awareness.

21. Ranked from lowest level to highest level, the PSSP hierarchy of needs model includes: a. personal, social, safety, and physiological needs. b. physiological, safety, social, and personal needs. c. safety, personal, social, and physiological needs. d. social, personal, safety, and physiological needs

b. physiological, safety, social, and personal needs.

40. Which of the following statements about purchasing by small service firms is false? a. Purchases by small service firms are often handled by whoever is in charge. b. Purchases by small service firms can add up and these smaller firms are now an important target market. c. Purchases by small service firms are usually handled by a person with full-time responsibility for purchasing. d. Small service firms may need much more help in buying than large corporations

c. Purchases by small service firms are usually handled by a person with full-time responsibility for purchasing.

20. A____ is a strong stimulus that encourages action to reduce or satisfy a need. a. want b. motivation c. drive d. desire

c. drive

4. A generic market description should not include any: a. customer needs. b. geographic area. c. product type terms. d. customer types.

c. product type terms.

29. A college student on her way to take an exam remembers that she doesn't have a pencil with an eraser--which the instructor asked everyone to bring. The store where she stops doesn't have regular pencils--but it does sell Scripto mechanical pencils priced at $2.95. That is what she buys. This case illustrates the effect of: a. personal environment. b. culture. c. purchase situation. d. learned set.

c. purchase situation.

28. With respect to culture and consumer behavior, a. culture is the whole set of beliefs, attitudes, and ways of doing things of a reasonably homogeneous set of people. b. culture may exert many subtle influences on other aspects of consumer behavior. c. different cultural subgroups are likely to require different marketing mixes. d. All of the above are correct.

d. All of the above are correct.

13. In the seven-step approach to market segmentation a. the first step is to name the broad product-market. b. the qualifying needs are identified before the determining needs. c. the size of each submarket is not considered until Step 7. d. All of the above are true.

d. All of the above are true.

1. A "market" consists of: a. customers who are willing to exchange something of value. b. a group of potential customers with similar needs. c. sellers offering various ways of satisfying customer needs. d. All of the above.

d. All of the above.

11. Ideally, product-markets should be described in terms of: a. urgency to get needs satisfied and desire and willingness to compare and shop. b. behavioral needs, attitudes, and how present and potential goods or services fit into customers consumption patterns. c. geographic location and other demographic characteristics of potential customers. d. All of the above.

d. All of the above.

12. Which of the following statements is true? a. Qualifying dimensions help identify which customers are in the product market. b. Qualifying dimensions help identify the core benefits. c. Determining dimensions help identify the customer's purchase of a product or brand. d. All of the above.

d. All of the above.

15. Differentiating the marketing mix is important becauset: a. it can help the firm build a competitive advantage with a group of target customers. b. it can clarify the position the firm wants to achieve with customers. c. marketing mix decisions can be better blended to achieve desired objectives. d. All of the above.

d. All of the above.

19. Regarding consumer motivation, the text states that: a. needs are the basic forces which motivate people to do something. b. all needs and wants are caused by drives. c. wants are learned needs. d. Both A and C.

d. Both A and C.

9. Which of the following is not one of the target marketing approaches for developing market-oriented strategies in a broad product-market? a. Multiple. b. Single. c. Combined. d. Exclusive.

d. Exclusive.

39. The U.S. government collects and publishes data by _____ codes -- groups of firms in similar lines of business. a. JIT b. MFG LIST c. PRIZM d. NAICS

d. NAICS

23. Which of the following is not a selective process used in gathering and interpreting Information from the world around us? a. Selective exposure. b. Selective perception. c. Selective retention. d. Selective attention.

d. Selective attention.

26. The AIO items used in life-style analysis include: a. activities, ideals, and opinions. b. attitudes, intentions, and opinions. c. attitudes, income, and opinions. d. activities, interests, and opinions

d. activities, interests, and opinions

6. The segmenting step of the segmentation process a. brainstorms possible marketing mixes. b. fits potential customers neatly into market segments. c. disaggregates all possible needs. d. looks for similarities in needs.

d. looks for similarities in needs.

43. A specialist within a company who is responsible for all of the company's major purchases is called all of the following EXCEPT: a. supply manager. b. procurement officer. c. buyer. d. salesperson.

d. salesperson.

37. Purchasing managers rely on Internet ______________ ______________ to quickly identify new supplies. a. procurement engines b. online communities c. purchasing sites d. search engines

d. search engines

32. Which of the following is a business or organizational customer? a. Producers of goods or services. b. A retailer. c. A wholesaler. d. A government agency. e. All of the above are business and organizational customers.

e. All of the above are business and organizational customers.

27. Consumer buying behavior is affected by: a. opinion leaders. b. social class. c. physiological, safety, social, and personal needs. d. reference groups. e. All of the above.

e. All of the above.

8. Good" market segments are those which are: a. heterogeneous between. b. operational. c. substantial. d. homogeneous within. e. All of the above.

e. All of the above.

3. A complete product-market definition includes a four-part description comprising of all of the following except a. geographic area. b. customer needs. c. customer types. d. product type. e. marketing mix.

e. marketing mix.