MKT 101 - CHAP 1, MKT101 chapter 3, MKT101 chapter 4, MKT chap 5, MKT101 chap 6

b

5) Marketing stimuli consist of the four Ps. Which is NOT one of these? A) product B) politics C) price D) promotion E) place

E

50) Which of the following best explains why consumers have greater power and control in today's marketplace? A) The production concept and competition have lowered prices. B) Implementation of the product concept has resulted in continually improving products. C) Customer-driven marketing creates products and services that meet customers' future needs. D) More companies are implementing societal marketing and weighing long-term costs and benefits. E) Through new communication technologies, customers have more access to information and more methods of sharing their opinions with other customers.

a

8) ________ is the most basic cause of a person's wants and behavior. A) Culture B) Brand personality C) Cognitive dissonance D) Social class E) Selective perception

B

For primary data to be useful to marketers, it must be relevant, current, unbiased, and ________. A) descriptive B) accurate C) inexpensive D) collected before secondary data E) experimental

A

In considering the changing American family, which of the following are marketers likely to consider the LEAST important? A) The number of traditional households has increased. B) Baby boomers are hitting retirement age. C) The number of married couples with both partners working outside of the home has increased. D) Married couples with children make up less than 25% of the nation's households. E) The number of stay-at-home fathers has increased in the past 20 years.

B

In general, marketers must weigh carefully the costs of additional information against the ________ resulting from it. A) organization B) benefits C) creativity D) ethical issues E) cost

D

In the 1950s, the American population began shifting from large cities to ________. A) farming communities B) rural areas C) foreign countries D) suburbs E) coastal towns

B

In the second step of the marketing research process, research objectives should be translated into specific ________. A) marketing goals B) information needs- C) dollar amounts D) research methods E) information sources

E

It is most accurate to say that secondary data are ________. A) collected mostly via surveys B) more expensive to obtain than primary data C) never purchased from outside suppliers D) always necessary to support primary data E) not always very usable

D

LandPort Transportation and Omega Warehousing move and store the products your company sells. The two businesses are examples of ________. A) resellers B) marketing services agencies C) marketing intermediaries D) physical distribution firms E) geographic segments

B

Large tween and teen markets belong to which demographic group? A) Generation X B) Millennials C) baby busters D) baby boomers E) Generation Z

B

Legislation affecting business around the world will continue to ________. A) become standardized B) increase C) remain steady D) decrease E) threaten the American domestic economy

B

Marketers can take a(n) ________ by taking aggressive action to affect the publics and forces in their marketing environments. A) environmental stance B) proactive stance C) natural perspective D) natural-management perspective E) relationship-building perspective

C

Marketers should be aware of laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society. This is most accurately described as the ________ environment. A) socio-legal B) cultural C) political D) legal-technological E) economic

A

Marketers should understand that a society's core beliefs and values have a high degree of ________. A) persistence B) flexibility C) similarity D) ethnocentrism E) conformity

D

Marketing information from which type of database usually can be accessed more quickly and cheaply than other information sources? A) external B) LexisNexis C) Radian's D) internal E) MONITOR

C

Over the past two decades, the U.S. population has shifted most heavily toward the ________ states. A) Midwestern B) Northern C) Sunbelt D) Southeastern E) Northeastern

C

The youngest of the baby boomers are now in their ________. A) late 20s B) mid-20s C) mid-40s D) early 50s E) early 60s

D

A consumer is most likely to be paid a small fee for participating in which of the following? A) a telephone interview B) a mail-in survey C) an Internet survey D) a focus group interview E) an observational interview

C

All of the groups within a company are called the ________. A) cultural environment B) local public C) internal environment D) corporate culture E) general public

A

As a generational group, ________ are the most affluent Americans. A) baby boomers B) Generation Xers C) the Millennials D) echo boomers E) seniors

D

As a small business consultant, you recommend to your clients that they use no-cost methods of observation to gather market research. Which of the following are you NOT likely to recommend your clients do? A) observe vehicle and pedestrian traffic B) monitor competitors' advertising from local media C) evaluate how many and what kind of customers they currently have D) hire additional staff to observe extensively E) visit and socialize with competitors

C

Because of increasing ________, Americans will demand higher quality products, books, magazines, travel, personal computers, and Internet services. A) numbers of nontraditional families B) family size C) levels of education D) social class awareness E) ethnic diversity

A

Cultural differences, especially those involving language, can add to research costs in foreign markets and can increase the ________. A) risk of error B) foreign trade C) response rate D) likelihood of using a smaller sample E) reliance on primary data

C

Four common sources of internal data include the accounting department, operations, the sales force, and the ________. A) online focus groups B) stockholders C) marketing department D) competition E) Web

E

) In 1950, women made up under 40 percent of the workforce; now they make up ________ percent. A) 35 B) 40 C) 43 D) 46 E) 59

D

) Researchers generally need to ask three questions when developing a sampling plan. Which of the questions below is one of these three? A) Who should be left out of the sample (sampling exclusion)? B) How should we contact the sample (sampling approach)? C) Why should respondents be selected (sampling justification)? D) How should participants be chosen (sampling procedure)? E) none of the above

A

) What is a major drawback of probability sampling?nhuoc diem : mat thoi gian A) It can be time consuming. B) The sampling error cannot be measured. C) The most difficult population from which to obtain information is chosen. D) Everyone has an equal chance of selection. E) Marketers must rely on the judgment of the researcher in respondent selection.

d

10) Which of the following is NOT considered an important American subculture by marketers? A) Hispanic Americans B) African Americans C) mature consumers D) opinion leaders E) Asian Americans

A

12) A(n) ________ is the set of actual and potential buyers of a product. A) market B) audience C) group D) segment E) exchange

b

12) ________, the fastest-growing U.S. population subsegment, now number nearly 50 million. A) African Americans B) Hispanic Americans C) Asian Americans D) Mature consumers E) Gays and lesbians

d

17) What is one way that social class is NOT measured? A) occupation B) education C) income D) number of children in the family E) wealth

a

22) Opinion leaders are also referred to as ________. A) the influentials B) the upper uppers C) the middle class D) the Rebounders E) the buzz marketers

c

25) Facebook and Second Life are both examples of ________. A) buzz markets B) opinion leaders C) social networks D) early adopters E) word-of-mouth markets

c

32) All of the following make up a person's lifestyle EXCEPT ________. A) AIO dimensions B) interests C) dissonance-reducing buying behavior D) opinions

B

33) When customers don't know what they want or don't even know what's possible, the most effective strategy is ________ marketing. A) customer-driven B) customer-driving C) societal D) production E) product

c

43) Which of the following is NOT part of Maslow's Hierarchy of Needs? A) physiological needs B) safety needs C) stimulus needs D) self-actualization needs E) social needs

b

45) ________ is the process by which people select, organize, and interpret information to form a meaningful picture of the world. A) Personality B) Perception C) Selective grouping D) Learning E) Self-actualization

B

6) ________ are human needs as shaped by individual personality and culture. A) Needs B) Wants C) Demands D) Values E) Exchanges

A

98) Carol Veldt's use of "promotional gimmicks" is an example of the ________ concept. A) selling B) marketing C) product D) production E) societal marketing

D

Carls Jr. came out with a new hamburger and released it in two different cities with two different price points. Marketers at Carls Jr. then analyzed the different levels of purchase made at the two different price points, planning on using the information to help them set a nationwide price for the new offering. This is an example of ________. A) observational research B) behavioral research C) qualitative research D) experimental research E) survey research

C

Consumers undertaking which of the following would be most likely to be identified as "cocooning" or "nesting"? xu huong moi cua My A) taking a cruise B) taking up a new sport C) having a home entertainment center installed D) hiking the Grand Canyon E) traveling to Asia

D

Cultural forecasters have noted a renewed American interest in ________. A) dominating and taming nature B) the fine arts C) work as a source of satisfaction and self-definition D) spirituality E) reforming social classes

C

Currently, Diego Calabresa is employed by a firm that conducts marketing research and creates ads for other companies that target and promote their products to the right markets. Who is Diego's employer? A) a financial intermediary B) a physical distribution firm C) a marketing service agency D) a reseller E) a green marketer

B

Del Monte has created a(n) ________ called "I Love My Dog"; this online community allows company-selected dog enthusiasts to complete product-related polls, chat with product developers, and provide feedback about specific products. Mang cong dong A) online experiment B) custom social network C) Internet survey D) immersion focus group E) expert panel

A

Despite the data glut that marketing managers receive, they are most likely to complain that they lack which of the following? A) enough information of the right kind B) secondary information C) timely information D) searchable information E) primary information

B

Diana Dion is currently researching data sources from within her company to make marketing decisions. Diana is making use of ________ databases. A) online B) internal C) external D) public E) search service

C

10) When marketers set low expectations for a market offering, the biggest risk they run is ________. A) disappointing loyal customers B) decreasing customer satisfaction C) failing to attract enough customers D) failing to understand their customers' needs E) incorrectly identifying a target market

D

100) Carol Veldt has decided to ask selected guests to participate in an extensive survey about their experience at Seagull Terrace and about their most desired amenities and vacation experiences. By implementing the suggestions she receives from guests, Carol would be following the ________ concept. A) production B) product C) selling D) marketing E) societal

c

100) It is most likely that each consumer segment attracted to The Attic Trunk would have which of the following in common with the other consumer segments? A) subculture B) personality C) AIO dimensions D) life-stage E) membership groups

a

11) This group of consumers tends to buy more branded products and to make shopping a family event, with children having a big say in the purchase decision. In general, they are very brand loyal, and they favor companies who show special interest in them. A) Hispanic Americans B) African Americans C) Asian Americans D) mature consumers E) the upper middles

B

11) ________ is the act of obtaining a desired object from someone by offering something in return. A) Valuation B) Exchange C) Bribery D) Value creation E) Donation

b

13) Although more price-conscious than other population segments, ________ consumers tend to be strongly motivated by quality and selection. Brands are important. They seem to enjoy shopping more than other ethnic groups do. A) upper middle B) African American C) mature D) Asian American E) upper lower

B

13) Consumer research, product development, communication, distribution, pricing, and service are all core ________ activities. A) exchange B) marketing C) management D) production E) customer relationship management

A

14) The art and science of choosing target markets and building profitable relationships with them is called ________. A) marketing management B) positioning C) segmentation D) selling E) differentiation

c

14) ________, the most affluent American demographic segment, now have more than $500 billion in annual spending power. A) Hispanic Americans B) African Americans C) Asian Americans D) Gays and lesbians E) Gen Xers

d

15) Which of the following is NOT true of mature consumers? A) The best strategy is to appeal to their active, multidimensional lives. B) They are an ideal market for "do-it-for-me" services. C) High-tech home entertainment products appeal to them. D) They place more importance on brand names and are more brand loyal than members of other age groups. E) They are a good market for cosmetics and personal care products. Answer: D

D

16) Which of the following is the set of benefits a company promises to deliver to customers to satisfy their needs? A) a money-back guarantee B) low pricing C) customer service D) a value proposition E) an attribute

a

16) ________ are society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviors. A) Social classes B) Cultures C) Reference groups D) Subcultures E) Lifestyles

c

18) Which of the following statements is true regarding social class in the United States? A) Social class is determined primarily by income level. B) Lines between social classes in the United States are fixed and rigid. C) Social classes tend to show distinct product preferences in clothing and automobiles. D) Wealth is more critical than education level in measuring social class. E) People are relegated to a permanent class layer in the United States

b

19) Family is one of the ________ factors that influence consumer behavior. A) cultural B) social C) personal D) psychological E) business

E

19) Which of the following marketing management concepts is most likely to lead to marketing myopia? A) customer-driven marketing B) customer-driving marketing C) societal marketing D) marketing E) product

d

2) The consumer market is made up of which of the following? A) individuals who acquire goods or services for personal consumption B) households that purchase goods or services for personal consumption C) businesses that purchase goods and services D) A and B E) all of the above

b

20) ________ are groups to which an individual wishes to belong, as when a young basketball player hopes to play someday for the Los Angeles Lakers. A) Membership groups B) Aspirational groups C) Leading adopter groups D) Leisure groups E) Social class groups

a

21) ________ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert influence on others. A) Opinion leaders B) Habitual buyers C) Social networkers D) Stealth marketers E) Laggards Answer: A

b

23) Many companies, such as JetBlue and Sony, enlist everyday consumers who are enthusiastic about their brands to become ________, brand ambassadors who share their passion for a company's products with large circles of friends and acquaintances in return for insider knowledge and other rewards. A) leading adopters B) brand evangelists C) direct marketers D) direct sellers E) innovators

c

24) Companies that use brand ambassadors are participating in ________. A) opinion leading B) traditional marketing C) buzz marketing D) direct marketing E) values marketing

D

24) Which marketing orientation calls for aggressive promotional efforts and focuses on generating transactions to obtain profitable sales? A) marketing concept B) production concept C) product concept D) selling concept E) societal marketing concept

D

25) Which marketing orientation holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do? A) product concept B) production concept C) selling concept D) marketing concept E) societal marketing concept

C

26) According to the authors of your text, the ________ concept is a "sense and respond" philosophy rather than a "make and sell" philosophy. A) product B) production C) marketing D) retailing E) societal marketing

a

26) The ________ is the most important consumer buying organization in society; the roles and influences of different members have been researched extensively. A) family B) social class C) membership group D) subculture E) reference group

b

27) A ________ consists of the activities people are expected to perform according to the persons around them. A) motive B) role C) lifestyle D) life cycle E) tradition

C

27) A firm that uses the selling concept takes a(n) ________ approach. A) outside-in B) passive C) inside-out D) societal E) customer service

a

28) A buyer's decisions are influenced by ________ such as the buyer's age and life-cycle stage, occupation, economic situation, lifestyle, and personality and self-concept. A) personal characteristics B) reference groups C) perceptions D) attitudes E) psychographics

A

28) Herb Kelleher of Southwest Airlines used the marketing concept in his successful organization. Having a customer department rather than a marketing department, as suggested by Kelleher, is an example of a(n) ________ perspective. A) outside-in B) external C) inside-out D) continuous improvement E) traditional

c

29) People change the goods and services they buy over time because of the two changing factors of ________. A) belief and attitude B) perception and personality C) age and life-cycle stage D) self-concept and learning E) family and tradition

D

29) Though often criticized, the selling concept is particularly appropriate and effective with which of the following types of products? A) convenience B) shopping C) specialty D) unsought E) demarketed

b

3) Economic, technological, and cultural forces are all ________ in the stimulus-response model of buyer behavior. A) buyer responses B) stimuli C) components of the buyer's decision process D) buyer characteristics E) buying attitudes

D

3) ________ is defined as a social and managerial process by which individuals and organizations obtain what they need and want through value creation and exchange. A) Selling B) Advertising C) Bartering D) Marketing E) Negotiating

a

30) Consumer information provider PersonicX uses a life-stage segmentation system that places U.S. households into one of 21 different life-stage groups. Which of the following PersonicX groups consists of young, energetic, well-funded couples and young families who are busy with their careers, social lives, and active recreation? A) Taking Hold B) Beginnings C) Transition Blues D) Our Turn E) Golden Years

A

30) Which of the following reflects the marketing concept philosophy? A) "We don't have a marketing department; we have a customer department." B) "We're in the business of making and selling superior products." C) "We build them so you can buy them." D) "When it's profits versus customers' needs, profits will always win out." E) "You won't find a better deal anywhere."

c

31) ________ is a person's pattern of living as expressed in her psychographics, including her activities, interests, and opinions. A) Personality B) Culture C) Lifestyle D) Motive E) Social class

B

32) Marie Ortiz enjoys her work at Futuristic Designs, Inc. Her organization understands and anticipates customer needs even better than customers themselves do and creates products and services to meet current and future wants and demands. Marie's firm practices ________ marketing. A) customer-driven B) customer-driving C) relationship D) societal E) social

a

33) A customer's lifestyle can be measured by using the AIO dimensions. What does AIO stand for? A) Activities, Interests, Opinions B) Achievement, Involvement, Organizations C) Accommodation, Investment, Orientation D) Acknowledgements, Interests, Observations E) Adoptions, Interests, Occupations

d

34) ________ refers to the unique psychological characteristics that distinguish a person or group. It is usually described in traits such as self-confidence, dominance, sociability, autonomy, defensiveness, adaptability, and aggressiveness. A) Alternative evaluation B) Belief C) Culture D) Personality E) Self-awareness

c

35) Researchers have found that a number of well-known brands tended to be strongly associated with one particular trait, such as Jeep with "ruggedness." Which of the following terms would a marketer use to describe a specific mix of human traits that may be attributed to a particular brand? A) brand perception B) product image C) brand personality D) brand concept E) brand equity

a

36) Many marketers use the self-concept premise that people's possessions contribute to and reflect their identities; that is, "we are what we have." According to this premise, consumers ________. A) buy products to support their self-images B) do not identify with brand personalities C) are affected by subconscious motivations D) are attracted to products that expand their existing attitudes E) conduct the information search

C

36) The three areas of consideration that should be balanced in the societal marketing concept are consumer wants, society's interests, and ________. A) human welfare B) want satisfaction C) company profits D) short-run wants E) long-term needs

c

37) A person's buying choices are influenced by four major psychological factors. Which is NOT one of these factors? A) motivation B) perception C) alternative evaluation D) learning E) beliefs and attitudes

C

37) The set of marketing tools a firm uses to implement its marketing strategy is called the ________. A) promotion mix B) product mix C) marketing mix D) TQM E) marketing effort

d

38) A ________ is a need that is sufficiently pressing to direct a person to seek satisfaction. A) stimulus B) perception C) culture D) motive E) tradition

C

38) Building, keeping, and growing profitable relationships by delivering customer value and satisfaction is called ________. A) customer lifetime value B) customer perceived value C) customer relationship management D) database marketing E) societal marketing

a

39) According to Freud's theories, people are ________ many of the psychological forces shaping their behavior. A) unaware of B) self-conscious of C) aware of D) status-driven about E) self-analytical about

d

4) Of the following, the best starting point for understanding how consumers respond to various marketing efforts is the ________ model of a buyer's behavior. A) belief B) subcultural C) generational D) stimulus-response E) societal

c

40) The term ________ refers to qualitative research designed to probe consumers' hidden, subconscious motivations. A) perception analysis B) subliminal motivation C) motivation research D) need recognition investigation E) depth research technique

E

40) You have just taken a new position in an organization and you're learning about the job functions of your new colleagues. You observe that your marketing manager is heavily involved in the process of building and maintaining profitable customer relationships. Your marketing manager frequently speaks about the need to acquire, keep, and grow customers. Your manager is concerned with which one of the following? A) customer divestment B) customer-managed relationships C) the societal marketing concept D) partner relationship management E) customer relationship management

b

41) A marketing research company asked members of a focus group to describe several brands as animals. This is an example of ________. A) hierarchical needs analysis B) interpretive consumer research C) status influence D) buzz marketing E) information search

A

41) Customer-perceived value is determined by a customer's ________ of the benefits and costs of a market offering relative to those of competing offers. A) personal assessment B) rational expectations C) accurate assessment D) objective evaluation E) emotional understanding

B

42) It is most accurate to say that customers buy from stores and firms that offer which of the following? A) the highest value for the dollar B) the highest customer-perceived value C) the highest level of customer satisfaction D) the most attractive company image E) the most concern for society's interests

d

42) Maslow's theory is that ________ can be arranged in a hierarchy. A) stimuli B) beliefs and attitudes C) perceptions D) human needs E) decisions

d

44) What is the LEAST pressing in Maslow's Hierarchy of Needs? A) physiological needs B) social needs C) esteem needs D) self-actualization needs E) safety needs

C

45) Which of the following strategies would a company most likely use to increase customer satisfaction? A) decreasing the variety of offered services B) divesting C) lowering prices D) "firing" unprofitable customers E) limiting customer experiences with a brand

d

46) People cannot focus on all of the stimuli that surround them each day. A person's tendency to screen out most of the information to which he is exposed is called ________. A) selective retention B) selective distortion C) selective attitude D) selective attention E) selective perception

B

46) You are an assistant marketing director for a firm in a market with many low-margin customers. What type of relationship would be most profitable for you to develop with these customers? A) full partnerships B) basic relationships C) basic partnerships D) club programs E) selective relationships

b

47) People tend to interpret new information in a way that will support what they already believe. This is called ________. A) selective retention B) selective distortion C) selective attitude D) selective attention E) selective perception Answer: B

b

48) People forget much that they learn. They tend to retain information that supports their attitudes and beliefs. This is called ________. A) selective attention B) selective retention C) selective attitude D) selective distortion E) perceptual vigilance

b

49) Some consumers worry that they will be affected by marketing messages without even knowing it. They are concerned about ________ advertising. A) alternative evaluation B) subliminal C) perceptual D) hierarchical E) comparative

D

49) Which of the following has NOT contributed to the deeper, more interactive nature of today's customer relationships? A) e-mail B) Web sites C) online social networks D) traditional advertising E) video sharing

D

5) According to the simple five-step model of the marketing process, a company needs to ________ before designing a customer-driven marketing strategy. A) determine how to deliver superior value B) build profitable relationships with customers C) use customer relationship management to create full partnerships with key customers D) understand the marketplace and customer needs and wants E) construct key components of a marketing program

b

50) ________ describes changes in an individual's behavior arising from experience. A) Lifestyle B) Learning C) Perception D) Cognitive dissonance E) Attitude shift

d

51) Learning occurs through the interplay of all of the following EXCEPT ________. A) drives B) stimuli C) cues D) dissonance behavior E) reinforcement

C

51) The marketing world is embracing ________ because consumers can wield greater power and control in the marketplace through communication technologies. A) partner relationship management B) supply chain management C) customer-managed relationships D) market segmentation E) target marketing

B

52) Greater consumer control means that companies must rely more on marketing by ________ than by ________. A) interruption; involvement B) attraction; intrusion C) socialization; information D) producing; selling E) inspiration; competition

a

52) ________ are subtle stimuli that determine where, when, and how a person responds to an idea. A) Cues B) Drives C) Reinforcers D) Personalities E) Impulses

c

53) If a consumer's experience is rewarding, that consumer will probably use the product more and more. The consumer's response to the product will be ________. A) cued B) variety-seeking C) reinforced D) dissonant E) motivated

c

54) Applying ________, marketers can affect demand for a product by associating it with strong drives, using motivating cues, and providing positive reinforcement. A) subliminal advertising B) social classes C) learning theory D) need recognition E) cognitive dissonance

c

55) A(n) ________ is a descriptive thought that a person has about something. A) lifestyle B) motive C) belief D) attitude E) perception

E

55) In today's world, marketing should be done by ________ employees in an organization. A) only marketing B) only marketing, sales, and customer-support C) only sales and technology D) only management and marketing E) all

d

56) A(n) ________ is a person's relatively consistent evaluations, feelings, and tendencies toward an object or idea. A) lifestyle B) motive C) belief D) attitude E) perception

D

57) Suzie Chan strengthens her company's connections by treating suppliers of raw materials, vendors, and distributors as partners in delivering customer value. What type of management is she practicing? A) outside partnering B) inside partnering C) marketing D) supply chain E) customer development

b

57) When consumers are highly involved with the purchase of an expensive product and they perceive significant differences among brands, they most likely will undertake ________. A) habitual buying behavior B) complex buying behavior C) reflective buying behavior D) dissonance-reducing buying behavior E) variety-seeking buying behavior

A

58) The final step in the marketing process is ________. A) capturing value from customers B) creating customer loyalty C) creating customer lifetime value D) understanding the marketplace E) designing a customer-driven marketing strategy

d

58) When consumers are highly involved with the purchase of an expensive, infrequent, or risky purchase but see little difference among brands, they most likely will undertake ________. A) habitual buying behavior B) complex buying behavior C) reflective buying behavior D) dissonance-reducing buying behavior E) variety-seeking buying behavior

d

59) When customers have a low involvement in a purchase but perceive significant brand differences, they will most likely engage in ________. A) complex buying behavior B) dissonance-reducing buying behavior C) habitual buying behavior D) variety-seeking buying behavior E) brand conviction buying behavior

b

6) The marketer wants to understand how the stimuli are changed into responses inside the consumer's ________, which has two parts. First, the buyer's characteristics influence how he or she perceives and reacts to the stimuli. Second, the buyer's decision process itself affects the buyer's behavior. A) culture B) black box C) belief D) lifestyle E) social class

c

60) The buyer decision process consists of five stages. Which of the following is NOT one of these stages? A) need recognition B) information search C) variety-seeking buying behavior D) purchase decision E) postpurchase behavior

B

60) When an airline goes after a "share of travel" from its customers, it is attempting to increase ________. A) partner equity B) share of customer C) profit margins D) customer-managed relationships E) customer ownership

B

61) Beyond simply retaining good customers, marketers want to constantly increase their "share of customer." What does this mean in marketing terms? A) Marketers want to increase their market share. B) Marketers want to increase the share they get of the customer's purchasing in their product categories. C) Marketers want to increase the profit margin with this target market. D) Marketers want to continuously increase their customers' levels of satisfaction. E) Marketers want to turn satisfied customers into delighted customers.

a

61) The buying process starts with ________, in which the buyer recognizes a problem. A) need recognition B) information search C) product awareness D) product interest E) alternative evaluation

d

62) If the consumer's drive is strong and a satisfying product is near at hand, the consumer is likely to buy it then. If not, the consumer may store the need in memory or undertake a(n) ________. A) brand personality B) selective retention C) postpurchase behavior D) information search E) product adoption

B

63) Amazon.com leverages relationships with its 35 million customers by offering them music, videos, gifts, toys, consumer electronics, and office products, among other items. Based on previous purchase history, the company recommends related CDs, books, videos, or other products that might interest a customer. This most directly helps Amazon.com capture a greater ________. A) partner value B) share of customer C) profit margin D) social network E) customer loyalty

c

63) The consumer can obtain information from any of several sources. Which of the following is NOT one of these types of sources? A) personal B) commercial C) attitude D) public E) experiential

d

64) The information sources that are the most effective at influencing a consumer's purchase decision are ________. These sources legitimize or evaluate products for the buyer. A) commercial B) public C) experimental D) personal E) attitudinal

a

65) Marketers describe the way a consumer processes information to arrive at brand choices as ________. A) alternative evaluation B) information search C) purchase decision D) situational factors E) postpurchase dissonance

b

66) Blake is in the process of buying a new car. He is highly involved in the purchase and perceives significant differences among his three favorite models. Blake's next step is most likely to be ________. A) postpurchase behavior B) alternative evaluation C) opinion leadership D) cognitive dissonance E) purchase decision

D

67) Customers can be classified into four relationship groups, according to their profitability and projected loyalty. Which type of customers have the highest profit potential and strong loyalty? A) barnacles B) strangers C) butterflies D) true friends E) big fish

b

67) Generally, the consumer's purchase decision will be to buy the most preferred brand, but two factors can come between the purchase intention and the purchase decision. Which of the following is one of these factors? A) postpurchase behavior B) attitude of others C) cognitive dissonance D) alternative evaluation E) new product adoption

D

68) Afia, a team leader in charge of customer relationship management, is planning strategies for improving the profitability of her firm's least profitable but loyal customers. She is also examining methods for "firing" customers in this group who cannot be made profitable. To which of the following customer relationship groups do these customers belong? A) butterflies B) true friends C) strangers D) barnacles E) short-term customers

c

68) After the purchase of a product, consumers will be either satisfied or dissatisfied and engage in ________. A) variety-reducing behavior B) alternative evaluation C) postpurchase behavior D) product expectations E) information searches

a

69) The relationship between the consumer's expectations and the product's ________ determines whether the buyer is satisfied or dissatisfied with a purchase. A) perceived performance B) brand personality C) recognition D) consumer market E) service quality

d

7) In the model of buyer behavior, which of the following is NOT a major type of force or event in the buyer's environment? A) economic B) technological C) political D) channel E) cultural

B

7) When backed by buying power, wants become ________. A) social needs B) demands C) physical needs D) self-esteem needs E) exchanges

b

70) Almost all major purchases result in ________, or discomfort caused by postpurchase conflict. A) need recognition B) cognitive dissonance C) purchase decisions D) legitimization E) dissatisfaction

C

70) Which of the following has been the most common consumer response to the economic downturn that began in 2008? A) spending more on luxury items B) discontinuing any spending on luxury items C) spending less and choosing products more carefully D) spending less but choosing products less carefully E) saving more but spending more on credit cards

d

71) When a customer feels uneasy about losing out on the benefits of a brand she chose not to purchase, she is experiencing ________. A) selective retention B) selective attention C) selective distortion D) cognitive dissonance E) dissonance-reducing behavior

D

71) Which of the following is a true statement about the Great Recession that began in 2008? A) The economic crisis caused a short-term change in consumers' spending habits. B) The average home value increased after the stock market plunge. C) Decreasing energy prices provided consumers with unexpected savings. D) Consumers brought spending more in line with their incomes. E) Consumers quickly regained confidence in the economy.

b

72) Consumers learn about new products for the first time and make the decision to buy them during the ________. A) need recognition stage B) adoption process C) evaluation process D) trial process E) quality assessment

C

72) Which of the following statements about the Internet is most accurate? A) Companies are cautiously using the Internet to build closer relationships with customers and marketing partners alike. B) After the dot-com meltdown of 2000, fewer consumers are buying products and services online. C) The Internet makes it easy for consumers to view, interact with, and create marketing content. D) Consumer e-commerce looks promising, but business-to-business e-commerce is declining. E) Web 2.0 involves a less balanced approach to online marketing than the original dot-com boom did.

d

73) Which of the following is NOT one of the stages that customers go through in the process of learning about and making decisions about a new product or service? A) awareness B) interest C) evaluation D) acceptance E) trial

C

73) Which version of the Web has introduced small, fast, and customizable applications that can be accessed through multifunction mobile devices? A) Web 1.0 B) Web 2.0 C) Web 3.0 D) Web 4.0 E) Web 5.0

b

74) Which of the following is the final stage in the new product adoption process? A) awareness B) adoption C) evaluation D) acceptance E) trial

c

75) Relative advantage, compatibility, complexity, divisibility, and communicability are all examples of ________. A) alternative evaluations B) dissonance-reducing buying behaviors C) product characteristics that influence rate of adoption D) individual differences in innovation E) postpurchase behaviors

a

76) Generation Xers, who were born between 1965 and 1976, share the childhood experiences of higher parental divorce rates, recession, and corporate downsizing. They tend to care about the environment and value experience over acquisition. Generation Xers make up a ________. A) subculture B) social class C) social network D) life-cycle stage E) lifestyle

C

76) Which of the following is most essential to any definition of marketing? A) demand management B) the production concept C) customer relationships D) making a sale E) making a profit

b

77) A shoe company uses ads featuring the members of a country music band with the hope that the band's fans will see them wearing the company's shoes and want to wear the same shoes. The shoe company is hoping that fans of the band view the band as a ________. A) membership group B) reference group C) status symbol D) subculture E) lifestyle

C

77) Greg Williams now has the buying power to purchase the computer system he has wanted for the last six months. Greg's want now has become a(n) ________. A) need B) necessity C) demand D) exchange E) transaction

D

78) Cathy's Clothes is a small retail chain successfully selling women's clothing and accessories with a profitable focus on buyers who have relatively modest means. This is an example of ________. A) convenience B) social marketing C) societal marketing D) target marketing E) value packing

c

78) Rashmi Singh always knows about the trendiest fashions. She actively shares her knowledge with a wide group of friends and colleagues about where to shop for cutting-edge fashion at great deals, and her advice is often followed. Rashmi is an example of a(n) ________. A) upper middle B) membership group C) opinion leader D) brand personality E) experiential source

B

79) An organic farmer has identified three distinct groups who might be interested in his products: vegetarians, people who are concerned about chemicals in their foods, and people who consider themselves innovators and trendsetters. These three groups are examples of ________. A) marketing mixes B) market segments C) value propositions D) mass markets E) marketing intermediaries

a

79) Shane Sudendorf is an active member of her sorority, two intramural teams, and a service organization at her college. She also actively participates on two online social networks, posting information about her day along with her thoughts on music, food, fashion, and culture. From this description, which of the following is the best way to describe Shane? A) an opinion leader B) a status symbol C) a laggard D) a Potential Rebounder E) a brand ambassador Answer: A

A

8) A(n) ________ is some combination of products, services, information, or experiences offered to consumers to satisfy a need or want. A) market offering B) value proposition C) demand satisfaction D) need proposition E) evoked set

c

80) There is a trend in the United States toward rediscovering the flavor of regional cooking and the use of locally grown ingredients. People are choosing to spend hours in the kitchen using only the freshest ingredients to recreate local culinary traditions. This change in ________ is one of the reasons the number of farmers markets in the United States has increased by 70 percent in the last eight years. A) selective distortion B) subculture C) lifestyle D) personality E) life cycle

d

81) According to one analyst, a Harley-Davidson motorcycle can make you feel like "the toughest, baddest guy on the block." Harley-Davidson promotes its motorcycles with images of independence, freedom, and power. Harley-Davidson has created a(n) ________. A) attitude B) life-cycle stage C) brand motivation D) brand personality E) brand self-image

B

81) Henry Ford's philosophy was to perfect the Model-T so that its cost could be reduced further for increased consumer affordability. This reflects the ________ concept. A) product B) production C) selling D) marketing E) societal marketing

c

82) A marketer of hair care products targeted at African American women created an advertising message that told the women their hair could be worn any way they wanted as opposed to wearing it straight. The message suggested the women did not need to conform to the mainstream media definition of beauty. It is most accurate to say that this ad was based on an understanding of ________. A) social class B) the family life cycle C) self-concept D) lifestyle E) sensory marketing

a

83) Mark has long supported the actions and decisions of his city's mayor. However, many recent news stories have raised questions about the ethics of the mayor's programs and initiatives. Mark doubts that the mayor, in whom he has such faith, could behave unethically, and Mark tends to distrust the information in the media. Mark continues to support the mayor. It is most accurate to say that Mark has engaged in ________. A) selective distortion B) selective attitude C) selective retention D) selective attention E) perceptual defense

D

83) Some fast-food restaurants offer tasty and convenient food at affordable prices, but in doing so they contribute to a national obesity epidemic and environmental problems. These fast-food restaurants overlook the ________ philosophy. A) marketing concept B) product concept C) production concept D) societal marketing concept E) selling concept

C

84) FedEx offers its customers fast and reliable package delivery. When FedEx customers weigh these benefits against the monetary cost of using FedEx along with any other costs of using the service, they are acting upon ________. A) loyalty B) relationship marketing C) customer-perceived value D) social relationships E) a societal marketing campaign

c

84) Juana looked at her September issue of O magazine and did not see anything of interest. After her mother was diagnosed with bipolar disorder, she found the issue extremely interesting because it offered advice on how to help people who are suffering from this problem. The issue became quite interesting to Juana due to ________. A) subliminal messaging B) status factors C) selective attention D) shifting self-concept E) unconscious motivations

d

85) Bob's job description had been changed. The rationale for the changes made no sense to Bob when they were explained. Bob continued to perform most of his job duties as usual. He has engaged in ________. A) subliminal attention B) selective attitude C) selective interpretation D) selective attention E) perceptual defense

B

85) Sally purchased Brand X lotion. In comparing her perception of how the lotion made her skin feel and look to her expectations for Brand X lotion, Sally was measuring her level of ________. A) share of customer B) customer satisfaction C) customer equity D) demand E) customer lifetime value

a

86) Stephanie and Jamal attended a sales seminar. Both left the seminar with differing opinions about what was important to implement in their jobs. Both used the information in different ways, according to what each already believed was important. They have engaged in ________. A) selective distortion B) selective attitude C) selective retention D) selective attention E) perceptual defense

C

86) The Niketown running club that organizes twice weekly evening runs and follow-up meetings in the Nike Store is an example of which of the following? A) a frequency marketing program B) a basic customer relationship C) a club marketing program D) a partner relationship E) a structural benefit provided for top customers

A

87) Elisandra, a marketing manager at a regional chain restaurant, has decided to sponsor a contest calling for customers to create commercials for the restaurant. Winning entries will be posted on the organization's home page. Elisandra's plan is an example of ________. A) consumer-generated marketing B) partner relationship management C) customer lifetime value D) community development around a brand E) customer divestment

b

87) George is buying his first house. He has found two houses that he thinks he likes. He is highly involved in the purchase and perceives significant differences between these two houses. George will likely undertake ________. A) variety-seeking buying behavior B) complex buying behavior C) opinion leadership D) dissonance-reducing buying behavior E) marketing myopia

c

88) Pat thought he had received the best deal on his new car. Shortly after the purchase, Pat started to notice certain disadvantages of his new car as he learned more about other cars available. Pat is experiencing ________. A) postpurchase culture B) selective perception C) postpurchase dissonance D) purchase decision E) information evaluation

b

89) For the past 10 years Bill and Margaret Kennedy have saved money to go to the Super Bowl should their team, the Chicago Bears, ever win the NFC championship. This is the year, and several tour companies offer attractive, but very similar, packages to the game. They want to be certain to choose the best one. Bill and Margaret are most likely to exhibit ________. A) complex buying behavior B) dissonance-reducing buying behavior C) habitual buying behavior D) variety-seeking buying behavior E) brand familiarity buying behavior

c

9) Each culture contains smaller ________, or groups of people with shared value systems based on common life experiences and situations. A) aspirational groups B) reference groups C) subcultures D) membership groups E) social networks

B

90) Ben & Jerry's challenges all stakeholders, including employees, top management, and even ice cream scoopers in their stores, to consider individual and community welfare in their day-to-day decisions. Actions such as this by companies seizing the opportunity to do well by doing good reflects ________. A) environmentalism B) social responsibility C) profit marketing D) partnership management E) myopia

d

90) Carrie tends to purchase various brands of bath soap. She has never been loyal to a specific brand; instead, she does a lot of brand switching. Carrie exhibits ________. A) dissonance-reducing buying behavior B) complex buying behavior C) habitual buying behavior D) variety-seeking buying behavior E) brand familiarity buying behavior

e

91) Lexus works to keep customers happy after each sale, aiming to delight the customer in order to gain a customer for life. In this pursuit, Lexus is focused on which step of the buyer decision process? A) need recognition B) information search C) evaluation of alternatives D) purchase decision E) postpurchase behavior

c

92) An invitation to go skiing for the weekend forced Donna to look at her current wardrobe. She decided she needed a much warmer coat. Donna was in which stage of the purchase decision? A) product evaluation B) situational analysis C) need recognition D) problem screening E) information search

B

92) Your state's department of education has budgeted a significant amount of money for a radio, print, television, and online advertising campaign emphasizing the long-term benefits, both educationally and professionally, of reading every day. This is an example of a(n) ________ campaign. A) ethical B) social marketing C) for-profit D) consumer-generated E) differentiated

d

93) Donna wants to buy a new coat. During the ________ stage of her purchase process she will ask her friends to recommend a store and/or a style of coat. She will search the newspaper for coat sales, and she will visit nearby stores to see what is available in her price range. A) product evaluation B) alternative evaluation C) need recognition D) information search E) purchase decision

D

93) Which of the following is the most likely result of a marketing strategy that attempts to serve all potential customers? A) All customers will be delighted. B) Customer-perceived value will increase. C) Customer evangelists will become unpaid salespersons for the service or product. D) Not all customers will be satisfied. E) The company will need to follow up with a service campaign.

b

94) Robert has taken up bicycle riding as a hobby and as a way to maintain his physical stamina. He understands he will need to drink adequate water when he is bike riding. He wants to buy a hydration system. Having gathered a great deal of information, he has decided to compare three systems: Waterbags for Roadies, Supertanker Hydropacks, and Fast Water. Robert is in the ________ stage of his purchase decision. A) problem recognition B) evaluation of alternatives C) product choice D) postpurchase evaluation E) information choice

D

94) Which of the following reflects the marketing concept? A) "The supplier is king." B) "Marketing should be viewed as foraging and not gardening." C) "This is what I make; won't you please buy it?" D) "This is what I want; won't you please make it?" E) "Customers need to be told where they want to go."

e

95) Leona purchased two bottles of wine from vineyards in Australia. When asked her opinion of the wine, she said the burgundy wine tasted like alcoholic grape juice, but the Chablis had a crisp taste that she really enjoyed. These statements were made during the ________ stage of the purchase decision. A) information search B) situational analysis C) alternative evaluation D) purchase decision E) postpurchase behavior

a

96) Cameron loves to know about and purchase the most up-to-date technological gadgets. Among his friends, he is almost always the first to own the newest electronic product. Often the products that Cameron buys become adopted by large groups of consumers, but occasionally Cameron will purchase a product that is adopted by only a small portion of the population. To which of the following adopter groups does Cameron belong? A) innovator B) middle upper C) early majority D) late majority E) laggards

d

97) Which of the following would a marketer be LEAST likely to do to encourage habitual buying behavior? A) dominate shelf space B) run frequent reminder advertising C) keep shelves fully stocked D) stress several key points in ad copy E) focus on visual imagery and symbols in ad campaigns Answer: D

b

98) Which of the following is the strongest reason that the owners of The Attic Trunk might NOT want to completely discount the mature consumers as a still-viable target market? A) Mature consumers wield considerable influence over purchases made by their children and grandchildren. B) Mature consumers account for almost half of all consumer spending in the United States. C) Mature consumers are spending an increasing percentage of their income on specialty items such as those originally sold by The Attic Trunk. D) Mature consumers are interested in shopping where younger families shop in an effort to look as young as they feel. E) Mature consumers are less willing to shop around and change brands than younger consumers are, so they will likely remain loyal to The Attic Trunk.

b

99) Many families with children are now attracted to the shopping district in Forest Ridge. What characteristics about families as consumer groups might the owners of The Attic Trunk want to keep in mind? A) Though more women hold jobs outside the home today than when The Attic Trunk first opened, husband-wife involvement n the buying process has remained relatively unchanged. B) Children have considerable amounts of disposable income and have a strong influence on family buying decisions. C) Women today account for 50 percent of all technology purchases. D) Men today account for about 40 percent of all food purchases. E) Women influence nine out of ten new home and vacation purchases

C

99) Renovations of the guest rooms at the Seagull Terrace and plans to add an indoor pool area are examples of the ________ concept. A) selling B) marketing C) product D) production E) societal marketing

C

A consumer organization, environmental group, or minority group has challenged your firm's stand on a local issue. Your firm is being challenged by a ________ public. A) local B) general C) government D) citizen-action cac to chuc bao ve quyen loi cua dan E) media

D

A country with a(n) ________ economy consumes most of its own agricultural and industrial outputs and offers few market opportunities. A) industrial B) service C) technological D) subsistence E) developing

A

A country with a(n) ________ economy has rich markets for many different kinds of goods. A) industrial B) service C) developing D) subsistence E) multicultural

C

A good MIS balances the information users would ________ against what they really ________ and what is ________. A) need; like; feasible B) like; can analyze; needed C) like to have; need; feasible to offer D) need; can afford; used by the competition E) use; have to use; available

C

A marketing information system (MIS) consists of people and procedures to assess information needs, ________, and help decision makers analyze and use the information. A) experiment to develop information B) test market the information C) develop the needed information D) critique the needed information E) question the needed information

D

A successful CRM program can be expected to help a company achieve all of the following EXCEPT ________. A) providing higher levels of customer service B) developing deeper customer relationships C) creating offers tailored to specific customer requirements D) understanding the competition better E) understanding how to better build the marketing mix

D

A(n) ________ is defined as any group that has an actual or potential interest in, or impact on, an organization's ability to achieve its objectives. A) team B) competitor C) market D) public E) intermediary

C

ABC Company has decided to use mail questionnaires to collect data. This method has all the following advantages EXCEPT which one? A) low cost per respondent B) may encourage more honest answers C) has an average response rate D) no interviewer to bias respondents' answers E) can collect large amounts of information

D

AMF Research Group must guard against problems during the implementation phase of marketing research for its clients. Which of the following is NOT a problem that should be anticipated during this phase? A) contacting respondents B) respondents who give biased answers C) interviewers who take shortcuts D) interpreting and reporting the findings E) interviewers who make mistakes

C

After a research instrument is selected, the next step in the marketing research process is ________. A) selecting a sampling method B) interpreting the findings C) implementing the research plan D) collecting secondary data E) selecting a research approach

B

Ethnographic research ________. A) comes from traditional focus groups B) is gathered where people live and work C) provides secondary data D) is most popular in the service sector E) provides data to marketers when observation is impossible

D

Even the most liberal advocates of free-market economies agree that the system works best with ________ regulation. A) private B) maximum C) intermittent D) at least some E) no

B

Experimental research is best suited for gathering ________ information. A) exploratory B) causal C) independent D) secondary E) descriptive

D

Focus group interviewing has become one of the major marketing research tools for getting insight into consumer thoughts and feelings. However, if the sample size is too small, it is likely to be difficult to ________. A) find enough secondary data to support the findings B) orchestrate cooperation among participants C) encourage honest responses to questions D) generalize from the results E) develop a nonprobability sample

C

Focus group interviewing is a ________ research tool for gaining insights into consumer thoughts and feelings. Nghien cuu dinh tinh de cam nhan cam giac A) causal B) secondary C) qualitatitve D) quantitative E) competitive

E

For a small business manager deciding where to relocate within the city, relevant research will LEAST likely include ________. A) traffic-flow patterns in specific areas B) informal surveys of customers C) past sales data D) competitors' advertisements E) options for repackaging the company's products

A

Fredia Pellerano has just discovered the major advantage of survey research. She reports to her supervisor that the advantage is its ________. A) flexibility B) interactive design C) ease of completion D) understandability E) simplicity

B

An increasing number of American workers currently work out of their homes with technological conveniences such as PCs, Internet access, and fax machines. These workers are referred to as the ________ market. A) micropolitan B) SOHO C) mobile D) independent E) contract

D

As a marketer of pesticides, which of the following should give you the LEAST amount of concern? A) shortages of raw materials B) increased pollution C) increased government intervention D) persistence of cultural values E) chemical pollutants in the food supply

B

As a response to the Great Recession, most consumers have ________. A) amassed record levels of debt B) adopted back-to-basics spending patterns C) increased their investments in the stock market D) seen their home values increase E) abandoned value marketing

D

Frito-Lay's ________ gathers daily sales data and sorts it by product line and by region. The marketing managers use the data to evaluate the market share of different Frito-Lay products compared to one another and to competing snack foods in each region where the company does business. A) case study B) acquired database C) commercial research D) marketing information system E) competitive marketing intelligence system

D

ING, an international insurance and financial services company, is the primary sponsor of the annual New York City Marathon, which is attended by over one million fans and watched by approximately 300 million viewers worldwide. The ING logo and name appear throughout the race course. ING most likely sponsors the event in order to appeal to which type of public? A) financial B) citizen-action C) government D) general E) internal

A

Banks, credit companies, insurance companies, and other businesses that help finance transactions or insure against the risks associated with the buying and selling of goods and services are referred to as ________. A) financial intermediaries B) physical distribution firms C) marketing services agencies D) resellers E) wholesalers

A

Because of the scarcity of good secondary data, international researchers often must collect their own primary data. An initial problem with this collection is developing good ________. A) samples B) research firms C) customer relationships with nationals D) relations with channel members E) analytical models

C

If baby boomers are predictors of where product and service demand will be, increased demands will most likely be evident in ________ in the upcoming years. A) university enrollment B) beer and wine C) financial services D) the apparel industry E) the automobile industry

B

In CRM, ________ techniques are used to sift through data and dig out interesting findings about customers. A) data warehousing B) data mining C) customer strategy D) customer loyalty management E) value network

D

Many firms today use RFID technology to ________. A) identify new target markets B) analyze threats and opportunities in the macroenvironment C) move toward environmental sustainability D) track products through various points in the distribution channel E) track patterns of consumer online behavior

B

The natural resources that are needed as inputs by marketers or that are affected by marketing activities are referred to as the ________. A) raw material market B) natural environment C) endangered environment D) green movement E) factors of production

A

The objective of ________ research is to gather preliminary information that will help define the problem and suggest hypotheses. A) exploratory B) descriptive C) causal D) primary E) secondary

C

Trends in people's views of organizations indicate that which of the following has increased in the past twenty years? A) employees' loyalty to their employers B) confidence in American political organizations C) distrust in big American businesses D) confidence in the American education system E) employees' view of work as a source of satisfaction

C

Typically, customer information is buried deep in separate databases, plans, and records of many different company functions and departments. To overcome such problems, which of the following should you try? A) customer satisfaction management B) more sophisticated hardware C) customer relationship management D) decreased marketing intelligence E) a marketing information system

D

Value marketing is the strategy of offering consumers ________. A) high quality at a high price B) luxury quality at a high price C) lesser quality at a low price D) reasonable quality at a fair price E) little quality at a low price

C

Walmart sends a trained observer to watch and interact with customers as they shop in a Walmart store. This is an example of ________. A) secondary research B) survey research C) ethnographic research D) experimental research E) descriptive research

B

What is the purpose of a data warehouse? A) to organize internal and external data by relevance B) to gather and integrate information a company already has C) to interpret data D) to analyze data E) to identify and discard outdated data

D

When ZIBA designers looking for ideas on how to craft a shower-cleaning tool spent 10 days in people's homes, watching consumers wash shower stalls, they were conducting ________ research. A) survey B) experimental C) secondary D) ethnographic E) personal

B

When managers use small convenience samples such as asking customers what they think or inviting a small group out to lunch to get reactions, they are using ________. A) experiments B) informal surveys C) observation D) marketing intelligence E) direct marketing

E

Which country leads the world in research and development spending? A) England B) Germany C) Sweden D) Japan E) the United States

A

Which of the following contact methods has the poorest response rate? A) mail B) telephone C) personal interviewing D) online E) group interviewing

A

Which of the following contact methods is generally the LEAST flexible? A) mail B) telephone C) Internet surveys D) online panels E) personal

C

Which of the following is LEAST likely to be a benefit of conducting marketing research? A) assessing market potential and market share B) understanding customer satisfaction and purchase behavior C) measuring the effectiveness of pricing and accounting D) measuring the effectiveness of distribution and promotion activities E) understanding customer motivation

D

Which of the following is NOT a type of factor in a company's macroenvironment? A) demographic B) economic C) technological D) competitive E) political

C

Which of the following is a result of regulations set up by the Food and Drug Administration and the Consumer Product Safety Commission? A) The time between new product ideas and their introduction to the market has decreased. B) Spending on research and development has decreased. C) Research costs for companies have grown. D) More companies have failed to meet safety standards. E) Companies are more focused on making practical, affordable versions of products.

B

Which of the following is true of ethnographic research? A) It is a type of experimental research. B) It is often conducted by trained anthropologists or psychologists. C) It is a traditional quantitative research approach. D) It can be conducted in person but not online. E) It is typically used to answer well-defined product or strategy questions.

A

Which of the following macroenvironmental forces has had the greatest effect on The Landing? A) the demographic environment B) the technological environment C) the sustainable environment D) the political environment E) the social responsibility environment

A

Which of the following terms is used to describe the factors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers? A) the marketing environment B) the cultural environment C) strategic planning D) target markets E) the marketing mix

D

Wholesome Soups, a maker of organic soups, is starting a new marketing campaign emphasizing the ease of preparing and eating Wholesome Soups on the go. Print, television, and Internet ads feature college-aged students enjoying Wholesome Soups in between classes and during study breaks. Wholesome Soups' new marketing campaign is most likely aimed at which of the following? A) baby boomers B) seniors C) Gen Xers D) Millennials E) the SOHO market

B

With an expected increase in ethnic diversity within the American population, marketers are most likely to place a greater emphasis on which of the following? A) geographic segmentation B) differing advertising messages C) mass marketing D) "us and them" paradigms E) tiered markets

B

With an expected increase in ethnic populations, marketers are likely to place a greater emphasis on ________. A) geographic segmentation B) targeted advertising messages C) mass marketing D) mainstream advertising E) cause-related marketing

B

Workers, managers, and members of the board are all part of a company's ________ public. A) general B) internal C) local D) intermediary E) market

D

You have decided to use only closed-ended questions on your survey. Which of the following questions would NOT be found on your survey? A) Do you like chocolate? B) What is your gender? C) Do you work full-time or part-time? D) What do you like about your teacher? E) In which month do you plant your garden?

B

________ is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment. A) Marketing data B) Competitive marketing intelligence C) Sales management D) Customer intelligence E) Value chain management

C

________ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization. A) The marketing information system B) Competitive marketing intelligence C) Marketing research D) Competitive marketing research E) Causal research

D

) Anna Gregory just read a marketing research report about the top 25 countries that purchase American products. What would the report most likely say about international research involving these countries? A) It is on the decrease due to high costs. B) The costs are higher than the benefits. C) There is a lack of qualified research personnel. D) Despite the costs of international research, the costs of not doing it are higher. E) Interpretations of data are consistent among different countries.

A

) Business legislation has been created for three basic reasons: to protect companies from each other, to protect consumers, and to ________. A) protect the interests of society B) regulate prices C) increase world trade D) regulate monopolies E) promote social responsibility

B

) Juanita Petino operates a dress shop in a suburban mall. Her research budget is very small, so she utilizes low-cost or no-cost methods to gather research data. One method that works very well for her is to change the themes in her local newspaper and radio advertising and watch the result. Juanita is using ________ to gather data for marketing decisions. A) informal surveys B) experimental research C) guess work D) ethnographic research E) secondary sources

C

) Nathan Zabalas owns a regional chain of drug stores. Before expanding nationwide, Nathan is conducting marketing research to determine the best options for opening new stores. He plans to start by collecting secondary data. Which of the following is NOT a source of secondary data that Nathan might use? A) Yankelovich's Monitor B) commercial online databases C) online questionnaires D) Web search engines E) local chambers of commerce

D

) Which of the following statements regarding competitive marketing intelligence is true? A) The advantage of using competitive marketing intelligence is negligible. B) All competitive marketing intelligence is available for free. C) Competitive marketing intelligence relies upon privately held information. D) Competitive marketing intelligence relies upon publicly available information. E) Competitive marketing intelligence gathering is more focused on gaining insights into consumers' activities than competitors' activities.

C

1) All of the following are accurate descriptions of modern marketing EXCEPT which one? A) Marketing is the creation of value for customers. B) Marketing is managing profitable customer relationships. C) Selling and advertising are synonymous with marketing. D) Marketing involves satisfying customers' needs. E) Marketing is used by for-profit and not-for-profit organizations.

d

1) ________ is never simple, yet understanding it is the essential task of marketing management. A) Brand personality B) Consumption pioneering C) Early adoption D) Buying behavior E) Understanding the difference between primary and secondary data

A

In marketing research, managers often start with ________ research and later follow with ________ research. A) exploratory; descriptive or causal B) descriptive; secondary or commercial C) descriptive; exploratory or secondary D) causal; descriptive or exploratory E) causal; exploratory or secondary

D

Malaya Ramirez is organizing marketing research in Central American countries for a large American corporation that is interested in expanding its market. The survey Malaya is using was written in English and then translated into Spanish for use by Spanish-speaking respondents. Which of the following is it most important for Malaya do before administering this questionnaire to a sample of the market? A) make sure that the survey includes both open-ended and closed-ended questions B) decide whether to focus on primary or secondary data C) determine which type of research instrument to use D) have the questionnaire translated back into English to check for accuracy E) determine whether to focus on descriptive or causal objectives

c

QN=22 Which of the following types of factors influencing members of a buying center are typically the most difficult for marketers to assess? a. economic b. technological c. interpersonal d. organizational e. political

d

QN=23 Policies, procedures, and systems are all examples of ________ influences on business buyer behavior. a. environmental b. authoritative c. interpersonal d. organizational e. cultural

c

QN=24 Status, empathy, and persuasiveness are all examples of ________ influences on business buyer behavior. a. environmental b. individual c. interpersonal d. organizational e. cultural

c

QN=25 Charlie Van Dusen, executive vice president of National Central Bank, is going through all of the stages of the buying process to purchase a computer system for the bank. Charlie is facing a(n) ________ situation. a. straight rebuy b. modified rebuy c. new-task buying d. limited budget e. independent buying

c

QN=26 The first step of the business buying process is ________. a. general need description b. alternative evaluations c. problem recognition d. order-routine specification e. performance review

c

QN=27 The purchasing agent at your company is working with engineers and users to define the items to purchase by describing general characteristics and quantities needed. He is also ranking the importance of reliability, durability, and price. The buyer is preparing a(n) ________. a. value analysis b. product specifications list c. general need description d. order-routine specification e. product proposal

c

QN=28 Members of the buying center at ABC Kid's World are drawing up a list of desired toy supplier attributes and their relative importance. Next, they intend to compare several suppliers to these attributes. In which step of the business buying process is the buying center at ABC Kid's World engaged? a. supplier search b. proposal solicitation c. supplier selection d. order-routine specification e. performance review

b

QN=29 In which stage of the business buying process is it a supplier's task to make sure that the supplier is giving the buyer the expected satisfaction? a. problem recognition b. performance review c. supplier search d. supplier selection e. order-routine specification

c

QN=3 When compared to consumer markets, business markets are ________. a. approximately the same b. smaller c. huge d. somewhat larger e. less complex

d

QN=30 The Bentley department store chain makes extensive use of e-procurement. As a buyer, the store should expect to enjoy all of these benefits of e-procurement EXCEPT ________. a. greater access to new suppliers b. lower purchasing costs c. hastened order processing and delivery d. elimination of inventory problems e. more time for purchasing agents to focus on strategic issues

c

QN=31 B-to-B e-procurement yields many benefits. These include all of the following EXCEPT ________. a. reduced transaction costs b. more efficient purchasing for both buyers and sellers c. elimination of inventory problems d. reduced order processing costs e. elimination of much of the paperwork associated with traditional ordering cedures

a

QN=32 A problem with the rapidly expanding use of e-purchasing is that it ________. a. can erode established customer-supplier relationships b. saves less time than expected c. generates more transactions to document d. generates less cost savings than predicted e. reduces the amount of time purchasing people can spend on strategic issues

c

QN=33 Many institutional markets are characterized by ________ and ________. a. low budgets; vague criteria b. special needs; vague criteria c. low budgets; captive patrons d. captive patrons; limited access e. mismanagement; disgruntled workers

d

QN=33 Sage, Inc. provides food services to schools, hospitals, and nursing homes in the Midwest. Management at Sage is involved in the ________ market. a. government b. not-for-profit c. local d. institutional e. global

d

QN=34 All of the following are difficulties associated with selling to government buyers EXCEPT ________. a. considerable paperwork b. bureaucracy c. regulations d. low sales volume e. large group decision making

d

QN=34 Government organizations tend to favor ________ suppliers over ________ suppliers. a. local; domestic b. part-time; full-time c. foreign; domestic d. domestic; foreign e. nonunionized; unionized

a

QN=35 There are many factors considered in government buying, but ________ is typically the most important. a. price b. public relations c. advertising d. personal selling e. packaging

c

QN=36 The world's largest buyer of products and services is ________. a. the Department of Veteran Affairs b. the Chinese government c. the U.S. government d. the General Services Administration e. the Russian government

c

QN=37 Which of the following is NOT part of the business market? a. Scott Sign Systems sells interior signs to an Alabama resort. b. A country club buys chemicals for its swimming pool. c. Sue buys a gift for her mother. d. A Canadian software company buys tickets to send a group of salespeople make a presentation to a heavy equipment manufacturer in Japan. e. Airmark sells a vinyl printing press to a manufacturer of plastic bags.

b

QN=38 Giant Food Stores buys a lot of frozen turkey products at Thanksgiving and Christmas due to high consumer demand. This is an example of ________ demand. a. joint b. derived c. elastic d. static e. inelastic

c

QN=39 Demand for outboard motors depends on consumers purchasing fishing boats. This is an example of ________ demand. a. fluctuating b. joint c. derived d. contrived e. leisure

c

QN=4 Which of the following is NOT a way that business and consumer markets differ? a. market structure and demand b. nature of the buying unit c. satisfaction of needs through purchases d. types of decisions e. decision processes

e

QN=40 ABC Enterprises sold 9,000 units @ $2.99/unit in July. The firm sold 9,000 units @ $4.29/unit in August. This illustrates ________ demand. a. fluctuating b. derived c. elastic d. static e. inelastic

b

QN=41 UPS serves both consumer and business markets, but most of its revenues come from its business customers. UPS has become a strategic logistics ally for many of its business customers, going far beyond offering delivery services to offering inventory management, international trade management, and even financing to its commercial customers. This is an example of which of the following differences between the consumer and business markets? a. Business purchases involve more buyers. b. Buyers and sellers in the business market build close, long-term relationships. c. Business markets contain more and larger buyers. d. Business buyer demand is derived. e. Demand in business markets is inelastic.

a

QN=42 You call in a department manager to assist in a purchase of industrial equipment. You are considering a change in product specifications, terms, and possibly suppliers. This is most likely a ________ situation. a. modified rebuy b. new task c. straight rebuy d. solution selling e. value analysis

c

QN=43 You regularly purchase cleaning supplies for your custodial staff, using the same vendor and ordering relatively consistent amounts of the same products with each purchase. This is an example of a ________ situation. a. modified rebuy b. new task c. straight rebuy d. solution selling e. value analysis

a

QN=44 Worthington Farm raises chickens. For years, it has used wooden coops to haul its poultry to market. The owner of the farm needs to buy some replacement coops and is considering buying plastic coops that are slightly more expensive than wooden ones but much easier to clean after use. This purchase of coops is an example of a ________. a. modified rebuy b. straight rebuy c. new task d. solution selling situation e. value analysis

b

QN=45 The EPA has mandated that, in order to reduce local pollution, your printing plant switch from oil-based to water-based inks. This will require entirely new printing presses and a new printing plate technology. After carefully searching through numerous manufacturers' equipment descriptions and gathering opinions from all relevant parties related to the work, your printing plant's buying center will be ready to make this ________ purchase. a. modified rebuy b. new task c. straight rebuy d. straight task e. situational analysis

d

QN=46 Don Brady is responsible for obtaining price quotations from various vendors. After reviewing them, Don then determines whether or not to include the vendor on the approved vendor list. Don apparently plays two roles, that of ________ and ________. a. user; buyer b. buyer; influencer c. buyer; gatekeeper d. decider; buyer e. gatekeeper; influencer

d

QN=47 One of Dr. Albrecht's dental assistants told the dentist he should buy a machine that would sterilize his tools without using any water because water tends to cause the tools to rust or corrode over time. In terms of the buying center, the dental assistant had the role of ________. a. initiator b. buyer c. gatekeeper d. influencer e. liaison

e

QN=48 A trucking company is considering purchasing new trucks that are powered by ethanol instead of diesel fuel. In terms of the buying center, the truck drivers who must make sure that the trucks do not run out of fuel are the ________. a. initiators b. deciders c. buyers d. influencers e. users

a

QN=49 Worthington Farm raises chickens. For years, it has used wooden coops to haul its poultry to market. When Bob Worthington went to reuse some of his coops, he noticed many of them could not be sufficiently cleaned for reuse and needed to be replaced. Worthington was at which stage of the business buying process when he decided to replace his old coops? a. problem recognition b. general need description c. product specification d. product value analysis e. performance review

a

QN=5 Which of the following is true about business marketers in comparison to consumer marketers? a. They deal with far fewer but far larger buyers. b. They deal with far more but far small buyers. c. They deal with a more elastic market. d. They deal with fewer demands in fluctuation. e. They deal with the same decision buying process.

c

QN=50 Which of the following is most likely true about a straight rebuy? a. It requires little customer relationship management. b. It is more complex than a new-task situation. c. It often involves products with low risks. d. It occurs when a buyer wants to locate the best deal on the market. e. It involves more opportunities for "out" buyers than other types of purchasing situations do.

c

QN=6 Hewlett-Packard and Dell buy Intel microprocessor chips because consumers buy personal computers. This demonstrates an economic principle called ________. a. elastic demand b. fluctuating demand c. derived demand d. joint demand e. market demand

c

QN=7 The Pure Drug Company produces insulin, a product with a very stable demand, even though the price has changed several times in the past two years. Insulin is a product with ________ demand. a. joint b. service c. inelastic d. elastic e. fluctuating

a

QN=8 The demand for many business goods and services tends to change more, and more quickly, than the demand for consumer goods and services does. This is referred to as ________ demand. a. fluctuating b. inelastic c. derived d. elastic e. supplier

c

QN=9 Although there are many differences between business buying behavior and consumer buying behavior, both respond to the same four stimuli: product, price, promotion, and ________. a. precision b. personal relationships c. place d. publicity e. packaging

B

Rachel Patino works for a wholesale company called Distributors Unlimited. She is responsible for buying and selling goods at a profit to small retailers. What is her market? A) business B) reseller C) wholesale D) consumer E) retail

A

Research has shown that the most important demographic trend in the United States is the ________. A) changing age structure of the population B) mobility of families C) slowing birth rate D) increasing number of professional jobs E) aging population

C

Secondary data consists of information ________. A) that already exists somewhere but is outdated B) that does not currently exist in an organized form C) that already exists but was collected for a different purpose D) used by competitors E) that researchers can only obtain through surveys and observation

E

Small organizations can obtain, with relatively little effort, most of which type of data available to large businesses? A) ethnographic B) experimental C) touch point D) primary E) secondary

E

Survey research is LEAST likely to be conducted through which of the following? A) the Web B) the mail C) the telephone D) personal interview E) observation

D

Survey research, though used to obtain many kinds of information in a variety of situations, is best suited for gathering ________ information. A) interpersonal B) causal C) exploratory D) descriptive E) creative

C

Tasoula Jeannopoulos has a limited budget for the market research she needs to conduct; however, the sample size for her research is quite large. Which of the following methods of contact would provide Tasoula with the most cost-effective way to reach a large sample of potential customers? A) telephone surveys B) personal interviews C) Internet surveys D) mail surveys E) focus group interviews

A

The LOHAS market is most closely associated with which of the following cultural trends? A) environmental sustainability B) increased patriotism C) distrust of political systems D) organized religion E) thriftiness

D

The ________ environment consists of factors that affect consumer purchasing power and spending patterns. A) cultural B) political C) technological D) economic E) natural

D

The best approach for researchers to take to guard consumer privacy includes all of the following EXCEPT which one? A) Ask only for the information needed. B) Use information responsibly to provide value. C) Avoid sharing information without the customer's permission. D) Sell the information only when it is financially worthwhile. E) Fully explain to the respondents how the information will be used.

D

The green movement will likely spark the LEAST interest in which of the following? A) recycling programs B) environmentally sustainable strategies C) social responsibility D) Internet usage E) biodegradability

D

The legislation created to limit the number of commercials aired during children's programming is called the ________ A) Children's Online Privacy Protection Act B) Child Protection Act C) Fair Packaging and Labeling Act D) Children's Television Act E) Consumer Product Safety Act

C

The most common research instrument used is the ________. A) mechanical device B) live interviewer C) questionnaire D) focus group E) people meter

C

The primary concern for consumers with the boom in Internet marketing is ________. A) accessibility B) false advertising C) privacy D) sustainability E) social responsibility

D

The real value of a company's marketing research and information system lies in the ________. A) amount of data it generates B) variety of contact methods it uses C) efficiency with which it completes studies D) quality of customer insights it provides E) marketing information system it follows

B

The recent rash of business scandals and increased concerns about the environment have created fresh interest in the issues of ________ and ________. A) ethics; promotion responsibility B) ethics; social responsibility C) finances; employee discrimination D) management ethics; insider trading E) promotion; pricing

B

The three largest generational groups in America are the baby boomers, Generation X, and ________. A) seniors B) Millennials C) teens D) tweens E) toddlers

D

To address concerns about the misuse of research study findings, several highly regarded marketing associations have developed ________. A) customer relationship management guidelines B) behavioral targeting "Do Not Track" lists C) chief privacy officer job descriptions D) codes of research ethics E) bans against using data collected through online surveys

B

Toyota's Prius was the first mass-produced hybrid vehicle, known for its fuel efficiency and environmental friendliness. The Prius was initially most likely marketed to which of the following groups? A) the SOHO market B) the LOHAS market- C) the LGBT market D) the Asian American market E) the Millennials market

B

Watching the cultural trends of how people view others, observers have noted an increased interest in ________. A) socializing with co-workers B) going out less and staying home more C) patriotism D) do-it-yourself projects E) adventurous experiences

B

Watching the cultural trends of how people view society, observers have noted that since September 11, 2001, marketers responded to the increased ________ of Americans with special products and promotions. A) loyalty B) patriotism C) distrust D) foreign intolerance E) belligerence

B

What are the two main types of research instruments used to collect primary data? A) surveys and samples B) questionnaires and mechanical devices C) focus groups and online databases D) online panels and experiments E) personal interviews and online marketing research

B

What is the first step in the marketing research process? A) developing a marketing information system B) defining the problem and research objectives C) developing the research plan for collecting information D) implementing the research plan E) hiring an outside research specialist

B

Which demographic group is also referred to as the echo boomers? Những nhóm nhân khẩu học cũng được gọi là thời kỳ bùng nổ vang A) Generation X B) Millennials C) Generation Z D) baby boomers E) baby busters

B

Which demographic group is characterized by a total fluency and comfort with computer, digital, and Internet technology? A) Generation X B) Millennials C) the elderly D) Generation Z E) baby boomers

D

Which form of data below can usually be obtained more quickly and at a lower cost than the others? A) primary B) survey research C) experimental research D) secondary E) observational research

A

Which form of marketing research is flexible, allows for explanation of difficult questions, and lends itself to showing products and advertisements? A) individual interviewing B) Internet surveys C) telephone surveys D) ethnographic research E) observational research

B

Which macroenvironmental force has benefitted The Landing the most? A) the legal environment B) the natural environment C) the economic environment D) the political environment E) the technological environment

A

Which method would a marketing researcher most likely use to obtain information that people are unwilling or unable to provide? A) observational B) survey C) questionnaire D) focus group E) personal interview

A

Which microenvironment actors have affected The Landing the most? A) competitors B) suppliers C) intermediaries D) natural environment E) economic environment

A

Which of the following American government agencies is charged with setting and enforcing pollution standards? A) the Environmental Protection Agency (EPA) B) the Federal Trade Commission (FTC) C) the Food and Drug Administration (FDA) D) the Consumer Product Safety Commission E) the Federal Energy Regulatory Commission

A

Which of the following best explains why Gen Xers who are parents tend to put family before career? A) Gen Xers were the first generation of latchkey kids. B) Gen Xers were minimally affected by the recent economic downturn. C) Gen Xers are more skeptical about marketing than members of other generations are. D) Gen Xers are not as educated as members of other generations are. E) Gen Xers do not face as many economic pressures as members of other generations do.

A

Which of the following demographic forces has most likely influenced the recent upscale atmosphere of the area surrounding Witmer Lake? A) baby boomers reaching their peak earning and spending years B) Gen Xers displacing the lifestyles of baby boomers C) Millennials beginning to assert their buying power D) the changing structure of the American family E) the growing ethnic diversity of the country

A

Which of the following demographic groups has NOT seen a percentage increase in the past 50 years? A) women staying at home with their children B) men staying at home with their children C) nontraditional households D) nonfamily households E) women working outside of the home

A

Which of the following demographic trends is likely the most responsible for the increasing number of people who telecommute? Dy chuyen A) the migration toward micropolitan and suburban areas B) the move from rural to metropolitan areas C) the increasing number of nontraditional households D) the growing percentage of married couples who do not have children E) the declining number of manufacturing workers

B

Which of the following descriptions most accurately characterizes Gen Xers? A) There are more Gen Xers than Millennials. B) They were the first generation of latchkey kids. C) They are less educated than the boomers. D) They are more interested in acquiring goods than having experiences. E) They rarely research a product before purchasing it.

A

Which of the following descriptions most accurately characterizes Millennials? A) They are children of baby boomers. B) They are less ethnically diverse than Gen Xers. C) They have reached their peak earning and spending years. D) They were once labeled "the MTV generation." E) They are less immersed in technology than Gen Xers are.

D

Which of the following descriptions most accurately characterizes the baby boomers? A) They are increasingly likely to retire early. B) They are a shrinking market for new housing and home remodeling. C) They are past their peak earning and spending years. D) They hold 75% of the country's assets. E) They are uninterested in adapting new technologies.

A

Which of the following explains why few companies have been successful in shutting down critics who post complaints on the Web? A) The criticism is usually interpreted as protected speech. B) The courts have typically refused to hear any cases against individual critics. C) Web sites using "I hate" or "sucks" in the title along with a company's name can be easily confused with the company's actual Web site. D) Registering domain names to prevent critical Web sites is a lengthy process. E) Companies have found that it is more effective to respond in kind with attacks against critics.

E

Which of the following forces would marketers be MOST likely able to influence? A) geographic population shifts B) core cultural values C) income distribution D) increasing ethnic diversity E) media publics

D

Which of the following geographical areas has NOT seen a recent population increase? A) micropolitan areas B) suburbs C) the West D) the Northeast E) the South

B

Which of the following groups of workers is projected to become smaller over the next ten years? 36) Which of the following groups of workers is projected to become smaller over the next ten years? A) white collar workers B) manufacturing workers C) managers D) telecommuters E) professional workers

C

Which of the following has encouraged marketers to go beyond what is required by law and pursue environmentally sustainable strategies? A) the EPA B) the black market C) the green movement D) deregulation E) green intervention

D

Which of the following has the highest rating for speed of data collection and compilation? A) open-ended questionnaires B) personal interviews C) mail surveys D) Internet surveys E) ethnographic research

D

Which of the following is NOT a disadvantage of telephone interviews? A) They are more expensive to conduct than mail questionnaires. B) Interviewer bias is introduced. C) Under time pressures, some interviewers might cheat. D) Interviewers can explain some questions and probe more deeply on others. E) Potential respondents may refuse to participate.

D

Which of the following is NOT a potential source for competitive marketing intelligence? A) looking through competitors' garbage B) purchasing competitors' products C) monitoring competitors' sales D) collecting primary data E) talking with purchasing agents

D

Which of the following is NOT an advantage of Web-based research? A) speed B) low costs C) almost instantaneous results D) control over who respondents are E) ease of administration

E

Which of the following is NOT an example of the type of public that is part of a company's marketing environment? A) financial B) media C) government D) citizen-action E) marketing department

D

Which of the following is NOT considered a source of competitive marketing intelligence? A) suppliers B) resellers C) key customers D) causal research E) activities of competitors

B

Which of the following is a disadvantage of online focus groups? Thieu tap trung cho nhom A) Participants must be in a central location. B) The Internet format can lack the real-world group dynamics of in-person focus groups. C) Results take longer to tabulate and analyze. D) The cost of online focus groups is greater than that of most other qualitative research methods. E) The format of focus groups can be varied.

C

Which of the following is a potential downside to using patriotic themes in marketing programs? A) Patriotism has been on the decline in the past decade. B) Levels of patriotism fluctuate rapidly. C) Such promotions can be viewed as attempts to gain from others' triumph or tragedy. D) Americans are less confident in political organizations. E) Few marketers currently use this technique.

B

Which of the following is a trend that depicts the increasingly nontraditional nature of today's American family? A) working women making up a smaller percentage of the workforce B) the falling percentage of married couples with children C) dual-income families declining in number D) stay-at-home dads declining in number E) the declining reliance on convenience foods and services

B

Which of the following is an accurate statement about the diversity of the American population? A) African Americans represent the largest non-white segment of the population. B) More than 12 percent of people living in the United States were born in another country. C) The Asian American percentage of the population is expected to remain steady in the next 50 years. D) In terms of ethnic diversity, the United States is about average in comparison to other countries with populations of a comparable size. E) American ethnic populations are expected to slowly increase in the next few decades.

A

Which of the following is an example of a core belief? A) Marriage is important. B) Americans should display their patriotism. C) The comforts of home are more important than entertainment outside of the home. D) Extended warranties are never worth the money consumers pay for them. E) Professionals should wear business clothes to work.

D

Which of the following is an example of a free online database that a company could access in order to develop marketing intelligence? A) LexisNexis B) the MONITOR C) Nielsen D) the U.S. Security and Exchange Commission's database E) Hoover's

C

Which of the following is information gathered directly from respondents in order to specifically address a question at hand? A) competitive marketing intelligence B) experimental hypotheses C) primary data D) secondary data E) internal data

A

Which of the following is the best advice about creating research questionnaires? A) Use simple and direct language. B) Questions should not be arranged in any particular order. C) Ask difficult questions in the beginning to "weed out" uninterested respondents. D) Ask personal questions in the middle of the instrument. E) Avoid any personal questions that may make some respondents uncomfortable.

C

Which of the following is the most reasonable to assume as more and more Americans move to "micropolitan areas"? A) Geographic segmentation may be less critical to marketers. B) Rural populations will offer an expanding market. C) Micropolitan areas are likely to offer the same advantages as metropolitan areas. D) Congested areas are likely to become more ensnarled. E) Crime rates in metropolitan areas will increase.

D

Which of the following is true about customer relationship management (CRM)? A) It relies on information produced through primary research. B) Its aim is to maximize profit margins. C) Its aim is to increase the efficiency of each customer touch point. D) Its aim is to maximize customer loyalty. E) Most companies who first implemented CRM have greatly benefited from the results.

B

Which of the following most accurately reflects the popularity of telecommuting? A) Almost all American businesses are expected to offer telecommuting options within the next decade. B) More than half of American businesses currently offer telecommuting programs for their employees. C) About 40% of American businesses currently offer telecommuting programs for their employees. D) About 25% of American businesses currently offer telecommuting programs for their employees. E) The percentage of American businesses offering telecommuting programs is expected to decline within the next decade.

A

Which of the following provides those within the company ready access to company research information, stored reports, shared work documents, contact information for employees and other stakeholders, and more? A) an intranet B) an extranet C) the Internet D) marketing research E) marketing intelligence

B

Which of the following statements about income distribution in the United States is NOT true? A) In recent decades, the rich have gotten richer. B) In recent decades, the middle class has grown. C) In recent decades, the poor have remained poor. D) The top 20 percent of American earners account for almost half of all American income. E) The top five percent of American earners receive a higher percentage of the nation's total income than do the bottom 40 percent of American earners.

E

Which of the following statements is NOT true regarding information collected for marketers? A) Many managers lack information of the right kind. B) Most managers do not need more information. C) Most managers need better information. D) Many managers are burdened by data overload. E) Managers have enough of the right information.

D

Which step in the four-step marketing research process has been left out of the following list: defining the problems and research objectives, implementing the research plan, and interpreting and reporting the findings? A) developing the research budget B) choosing the research agency C) choosing the research method D) developing the research plan E) comparing and contrasting primary and secondary data

A

Which type of market buys goods and services for further processing or for use in the production process? A) business B) reseller C) wholesale D) consumer E) retail

A

Which type of market buys goods and services to produce public services or to transfer them to others who need them? A) government B) reseller C) wholesale D) consumer E) retail

B

Which type of organization helps companies to stock and move goods from their points of origin to their destination? A) financial intermediaries B) physical distribution firms C) marketing services agencies D) resellers E) suppliers

B

Which type of research would be best suited for identifying which demographic groups prefer diet soft drinks and why they have this preference? A) exploratory B) descriptive C) causal D) experimental E) secondary

C

You are about to test the hypothesis that sales of your product will increase at a very similar rate at either a $5 drop in unit price or a $7 drop in unit price. You are involved in what type of research? A) exploratory B) descriptive C) causal D) focus group E) ethnographic

B

You are directed to study the actors close to the company that affect its ability to serve its customers-departments within the company, suppliers, marketing intermediaries, customer markets, competitors, and publics. What are you studying? A) the macro environment B) the micro environment C) the marketing environment D) the demographic environment E) the global environment

A

You are directed to study the demographic, economic, natural, technological, political, and cultural factors that are larger societal forces affecting your company. What are you studying? A) the macro environment B) the micro environment C) the internal environment D) the marketing mix E) the global environment

D

You have been asked to locate secondary data for your small organization's research needs. Which of the following is NOT a common source for this type of research? A) the U.S. Small Business Administration B) the U.S. Census Bureau C) competitors' Web sites D) online surveys E) the Bureau of Economic Analysis

B

You have decided to use only open-ended questions on your survey. Which of the following questions would NOT be found on your survey? A) Why is voting important to you? B) How many cars does your family own? C) What is your best childhood memory? D) Where did you spend your last vacation? E) What are the most important qualities in a friend?

C

You want to find out whether Americans between 21 and 40 years of age tend to vote Democratic and whether Americans between 41 and 70 tend to vote Republican. You will most likely use a ________ to collect your data. A) simple random sample B) mechanical device C) stratified random sample D) judgment sample E) convenience sample

E

You want to observe how often consumers listen to music throughout their day and what different audio devices they use. You are also interested in how consumers store and access their own music collections. You should conduct ________ research. A) causal B) experimental C) secondary D) survey E) exploratory

C

Your assistant wants to use secondary data exclusively for the current research project. You advise him that the use of secondary data has some potential problems. Which of the following is NOT one of them? A) It may not exist. B) It may not be relevant. C) It is generally more expensive to obtain than primary data. D) It may not be current. E) It may not be impartial.

C

Your colleague is confused about using the marketing research process, as he knows that something is wrong but is not sure of the specific causes to investigate. He seems to be having problems with ________, which is often the hardest step to take. A) developing the research plan B) determining a research approach C) defining the problem and research objectives D) selecting a research agency to help E) C and D

B

Your company is making negotiations to enter a market in Lower Albania. You would most likely discover that ________ beliefs and values are open to change in this country. Niem ve co hoi moi A) inherited B) secondary C) primary D) core E) traditional

D

Your marketing department is attempting to improve strategic decision making, track competitors' actions, and provide early warning of opportunities and threats. To achieve this goal, which of the following would be the best for your department to use? A) internal databases B) external databases only C) company reports only D) competitive marketing intelligence E) the Internet only

A

Your marketing department is currently researching the size, density, location, age, and occupations of your target market. Which environment is being researched? A) demographic B) psychographic C) economic D) geographic E) cultural

C

Many major companies have created the position of ________ to address concerns about the privacy of customers. A) chief customer loyalty manager B) chief behavioral analyst C) chief privacy officer D) ethics manager E) data warehouse manager

A

Marialba Hooper is conducting marketing research for a company that is investigating the possibility of entering multiple international markets. As Marialba plans her research in 30 different countries, upon which of the following is she LEAST likely to rely? A) free secondary data B) translators C) primary data collected for the purpose of her research D) the same research steps domestic researchers use E) personal interviews

E

Marketing information is only valuable when it is used to ________. A) expand management's job B) identify a target market C) please shareholders D) increase efficiencies in the supply chain E) make better marketing decisions

A

Maryann Rose is conducting research to determine consumers' personal grooming habits. Because of the personal nature of the survey questions about this topic, Maryann wants to select the contact method that is most likely to encourage respondents to answer honestly and that will allow her to easily collect large amounts of data. Which contact method should Maryann select? A) mail questionnaires B) telephone interviews C) individual interviews D) focus group interviews E) immersion group interviews

D

Michael Quinones is a customer service agent for a national car rental business. He has access to the company's intranet, which provides performance reports, shared work documents, contact information, and detailed information about customers. Which of the following is this access most likely to enable Michael to do during interactions with customers? Lay thong tin khach hang cua cong ty A) analyze primary data B) use data mining techniques C) share information with value-network partners D) reward customer loyalty with an upgrade or discount E) evaluate marketing intelligence

B

Nielsen and the MONITOR are two sources that provide ________. A) primary data B) secondary data C) reality mining data D) causal research designs E) mechanical devices

A

Noora DeLange is helping her company develop a marketing program for a new product line. The program involves emphasizing experience over acquisition and uses a marketing pitch that is less overt than the company's previous programs. The marketing program is most likely designed to appeal to which of the following demographic groups? A) Gen Xers B) nontraditional households C) "micropolitan" populations D) baby boomers E) manufacturing workers

E

Norma Bernanke is a marketer at a pharmaceutical company that has just developed a new medication to treat asthma. Which of the following components of the political environment should Norma be LEAST concerned with as her company begins to develop a marketing plan for the new product? A) approval from the Food and Drug Administration (FDA) B) state laws regulating advertising of pharmaceuticals C) laws enforced by the Federal Trade Commission D) the Fair Packaging and Labeling Act E) the Nutrition Labeling and Education Act

A

Observational research is best suited for gathering ________ information. A) exploratory B) causal C) dependent D) secondary E) competitive

A

Of the following diversity segments in the American population, which is currently the largest? A) adults with disabilities B) Hispanics C) African Americans D) telecommuters E) Asian Americans

C

Of the following, which ethnic minority is expected to be nearly 25% of the U.S. population by 2050? A) African Americans B) Asian Americans C) Hispanics D) Native Americans E) Arab Americans

D

Percy Original caters to a market of individuals and households that buys goods and services for personal consumption. Percy Original caters to a ________ market. A) business B) reseller C) government D) consumer E) marketing intermediary

d

QN=1 As a purchasing agent, Benni Lopez buys goods and services for use in the production of products that are sold and supplied to others. Benni is involved in ________. a. consumer buying behavior b. postpurchase dissonance c. retail buyer behavior d. business buyer behavior e. interpretive business research

b

QN=10 Economic, technological, and political factors are all ________ that affect the business buying process. a. organizational factors b. environmental factors c. interpersonal influences d. individual influences e. marketing stimuli

c

QN=11 Which business buying situation is the marketer's greatest opportunity and challenge? a. modified rebuy b. straight rebuy c. new task d. multiple rebuys e. system rebuy

a

QN=12 In which type of buying situation would a supplier most likely focus on maintaining product and service quality? a. straight rebuy b. modified rebuy c. new task d. systems task e. solutions task

a

QN=13 You just lost a major account because a competitor provided the most complete system to meet the customer's needs and solve the customer's problems, and made the sale. In other words, the competition beat you with ________. a. solutions selling b. team selling c. cross-functional skill d. customer relationship management e. promotions

b

QN=14 The decision-making unit of a buying organization is called the ________. a. business buyer b. buying center c. buying system d. business-to-business market e. supplier-development center

c

QN=15 A ________ consists of the actual users of products, those who control buying information, those who influence the decisions, those who do the actual buying, and those who make the buying decisions. a. supplier development team b. cross-functional team c. buying center d. quality management center e. partnership management team

d

QN=16 In routine buying situations, which members of the buying center have formal or informal power to select or approve the final suppliers? a. users b. influencers c. gatekeepers d. deciders e. buyers

d

QN=17 A(n) ________ controls the flow of information to others in the buying center. a. user b. influencer c. buyer d. gatekeeper e. decider

b

QN=18 Don Amspacher, in his role on the buying committee, provides information for evaluating the alternative purchase decisions and helps define and set specifications for evaluating alternatives for purchasing. Don is a(n) ________. a. user b. influencer c. decider d. gate keeper e. buyer

c

QN=19 Gretchen Kabor has formal authority to select the suppliers and arrange terms of purchase for many of the items her firm uses. Her role in the buying center is that of ________. a. user b. influencer c. buyer d. decider e. gatekeeper

e

QN=2 Business buying behavior refers to the buying behavior of organizations that buy all of the following EXCEPT ________. a. products for use in production of other products b. services for use in production of other services c. products purchased to resell to others d. products purchased to rent to others e. products purchased for personal consumption

d

QN=20 Which of the following is NOT included in the decision-making unit of a buying organization? a. individuals who use the product or service b. individuals who influence the buying decision c. individuals who make the buying decision d. individuals who supply the product e. individuals who control buying information

e

QN=21 Which of the following statements about buying centers is true? a. The buying center is like a standing committee. b. The buying center roles are specified on the organizational chart. c. The typical buying center has five employees, one to assume each of the buying center's roles. d. An individual's role in the buying center does not change. e. The buying center may involve informal participants who are not obvious to sellers.

B

A radio station that carries news, features, and editorial opinions about your area is which type of public? A) financial B) media C) citizen-action D) general E) government

A

A regional supermarket chain runs print, radio, and television advertisements announcing that 1% of each of its sales is donated to local after-school programs for underprivileged youth. This is an example of ________ marketing. A) cause-related B) generational C) sustainable D) tiered E) cultural

B

A society's ________ are expressed in how people view themselves, organizations, society, nature, and the universe. A) social codes B) cultural values C) demographics D) public policies E) economies

B

A society's basic values, perceptions, preferences, and behaviors are all part of its ________ environment. A) social B) cultural C) political D) cultural-economic E) natural

B

Assume that you are a manager at a firm that has hired lobbyists to influence legislation affecting your firm's industry to its advantage. Your firm takes a(n) ________ approach to the marketing environment. A) reactive B) proactive C) adversarial D) passive E) team work

A

Carol Veldt, owner of Seagull Terrace, watched her investment grow from a small, seaside motel to a thriving year-round resort in just a few years. Atop a bluff overlooking the Maine coast, Seagull Terrace had attracted thousands of visits during the summer months, but then faced a tremendous downturn in business during the winter months. "But, given the industry in the nearby towns, very little year-round competition, and our close proximity to Portland," Carol added, "I couldn't understand why seasonality had to hit Seagull Terrace so hard!" So Carol spent her first winter devising a new marketing plan. She put together a promotional package designed to attract business travelers year-round. Carol's plan, then, involved a seasonal promotional gimmick-to be implemented from early winter to late spring-that would attract the same numbers as the large summer crowd. Her idea worked! During her second winter, Carol greeted numerous business travelers-both satisfied repeat guests as well as new guests who had been snagged by her promotional appeals. "We still have a long way to go," Carol admitted. "Our delicatessen offers delicious entrees, but we'd like to expand that. We provide health club privileges off-site, but we'd like to eventually provide our own. These are goals I hope to achieve in a few years. Our first project, however, included a renovation of our guest rooms and I'm quite proud of the results." Carol then added, "Actually there are so many possibilities. With an indoor pool area, I will eventually offer weekend get-aways throughout winter." 97) Which of the following groups is specifically part of Seagull Terrace's target market? A) seasonal business travelers B) young families C) retirees D) summer campers E) athletes

A

Causal research is used to ________. A) test hypotheses about cause-and-effect relationships B) gather preliminary information that will help define problems C) uncover information in an unstructured way D) describe marketing problems or situations E) quantify observations that produce insights unobtainable through other forms of research

C

Cause-related marketing is a(n) ________. A) response to customer needs B) primary form of environmental awareness C) primary form of corporate giving D) lobbying response to corporate legislative problems E) attempt to influence consumers' core beliefs

C

Chet Hoffman's chain of travel agencies has identified the lesbian, gay, bisexual, and transgender community as a growing market that spends an increasing percentage of its income on travel. Which of the following would be the LEAST effective component of a marketing plan for Chet to take advantage of this opportunity? A) develop a presence on LGBT-oriented social networking sites B) position his agency as focused on specialized experiences C) implement a mass marketing campaign D) place specially-targeted ads in gay-themed publications E) advertise on LOGO

D

Choose the statement that is NOT a typical consumer concern about intrusion on consumer privacy. A) Sophisticated researchers probe our deepest feelings. B) Marketers use personal information to manipulate our buying. C) Marketers build huge databases full of personal information. D) Marketers make too many products and services available, creating unnecessary consumer wants. E) Protecting personal information is increasingly important.

B

Information collected from online databases is an example of ________ data. A) primary B) secondary C) observational D) experimental E) ethnographic

A

Innovations is a producer of electronic circuits that power a variety of technological devices produced by other companies. Innovations sells its products to ________ markets. A) business B) government C) consumer D) internal E) financial

C

Loft Industries sells roof trusses to contractors and builders and would like to conduct research to determine how customers assess customer service. Which of the following research instruments would be best for this firm? A) people meters B) checkout scanners C) questionnaires D) EEG devices E) MRI scans

D

35) Which marketing orientation holds that firms must strive to deliver value to customers in a way that maintains or improves the consumer's and society's well-being? A) marketing concept B) selling concept C) product concept D) societal marketing concept E) equity concept

A

39) Of the following, which is the most important concept of modern marketing? A) customer relationship management B) e-mail advertising C) mass marketing D) properly trained sales people E) low prices

C

4) Which steps of the five-step marketing process are about understanding customers, creating customer value, and building strong customer relationships? A) the first two only B) the first three only C) the first four only D) the last three only E) the last four only

C

80) Jolene's firm markets preplanning services for a mortician. She finds that most of her target market wants to avoid discussing their future funeral needs, and she must somehow first get their attention. Jolene's firm most likely practices the ________. (promotion) A) production concept B) marketing concept C) selling concept D) social marketing concept E) societal marketing concept

D

15) Selecting which segments of a population of customers to serve is called ________. A) market segmentation B) positioning C) customization D) target marketing E) managing the marketing effort

A

17) Which customer question is answered by a company's value proposition? A) "Why should I buy your brand rather than a competitor's?" B) "How does you" brand benefit society?" C) "What ar" the"costs and benefits of your brand?" D) "What ki"d of"experience will I have with products and services associated with this brand?" E) "What ar" the"benefits of being a loyal consumer of your brand?"

A

18) Which of the following marketing management orientations focuses primarily on improving efficiencies along the supply chain? A) production concept B) product concept C) selling concept D) marketing concept E) societal marketing concept

C

2) According to management guru Peter Drucker, "The aim of marketing is to ________." A) create customer value B) identify customer demands C) make selling unnecessary D) set realistic customer expectations E) sell products

E

20) According to the production concept, consumers will favor products that are ________ and ________. A) satisfying; quality focused B) advertised; affordable C) in high demand; hard to find D) segmented; convenient E) available; affordable

A

21) The ________ concept is aligned with the philosophy of continuous product improvement and the belief that customers will choose products that offer the most in quality, performance, and innovative features. A) product B) production C) customer D) marketing E) promotion

D

22) The product concept says that a company should do which of the following? A) improve marketing of its best products B) market only those products with high customer appeal C) focus on the target market and make products that meet those customers' demands D) focus on making continuous product improvements E) make promoting products the top priority

D

23) "Build a better mousetrap and the world will beat a path to your door" reflects the ________ concept. A) production B) marketing C) selling D) product E) target marketing

D

31) Customer-driven marketing usually works well when ________ and when customers ________. A) a clear need exists; are difficult to identify B) customers know what they want; are loyal to the brand C) a firm can deliver the goods desired; are thoroughly researched D) a clear need exists; know what they want E) a need exists; don't know what they want

C

34) The societal marketing concept seeks to establish a balance between consumer short-run wants and consumer ________. A) short-run costs and profits B) short-run ethics C) long-run welfare D) immediate health E) value propositions

E

43) The key to delivering customer satisfaction is to match ________ with ________. A) company performance; the competition's performance B) company performance; competitive prices C) relationship building; performance tools D) company performance; unique products E) customer expectations; product performance

B

44) Which of the following is the term for customers who make repeat purchases and tell others about their positive experiences with a product or service? A) barnacles B) customer evangelists C) butterflies D) full partners E) social customers

A

47) A room upgrade offered by a hotel to a guest who often stays in the hotel is an example of a ________. A) frequency marketing program B) basic customer relationship C) club marketing program D) partner relationship management technique E) structural benefit

C

48) Pete Sanchez, a recent graduate of business school, has a different approach than his marketing manager, who believes in keeping customers at arm's length and using mass media advertising. Pete knows that today few successful firms still practice true ________. A) club marketing B) frequency marketing C) mass marketing D) customer satisfaction E) market segmentation

C

53) Which of the following is an example of consumer-generated marketing? A) Toyota's presence in online communities B) Nike's Nike Plus running Web site C) MasterCard's use of "Priceless" commercials shot by customers D) Neiman Marcus's InCircle Rewards program for its best customers E) The Lexus Covenant aimed at creating customer delight

A

54) Partner relationship management focuses on working with ________ to bring more value to customers. A) partners inside and outside of the company B) competitors C) consumers D) interest groups E) partners outside of the company only

A

56) Through ________, many companies today are strengthening their connections to all partners, from providers of raw materials to components to final products that are delivered to final buyers. A) supply chain management B) direct marketing C) partnership relationship marketing D) customized marketing E) equity marketing

D

59) Stew Leonard, the owner of a highly successful regional supermarket chain, reacts adversely to losing a single customer sale. He feels that this amounts to losing the entire stream of future purchases that a customer is likely to make if she remains in the area. Stew Leonard's concern is an illustration of which of the following? A) share of customer B) market share C) partner relationship management D) customer lifetime value E) market share maintenance

C

62) ________ is one of the best ways to increase share of customer. A) Targeting new customers B) Using bait and switch C) Cross-selling D) Divesting E) Partnership marketing

C

64) Which of the following is the total combined customer lifetime values of all a company's current and potential customers? A) share of customer B) customer lifetime value C) customer equity D) profitability E) share of market

A

65) The ultimate aim of customer relationship management is to produce ________. A) customer equity B) market share C) sales volume D) a reliable database E) higher profit margins

B

66) A potentially highly profitable, short-term customer is a ________. A) true friend B) butterfly C) stranger D) barnacle E) true believer

B

69) Since the beginning of the Great Recession, marketers have been emphasizing the ________ of their products more than ever. A) image B) value C) personality D) safety E) uniqueness

B

74) Which of the following is currently the fastest-growing form of marketing? A) consumer-generated marketing B) online marketing C) mass media marketing D) societal marketing E) word-of-mouth marketing

B

75) As part of the rapid globalization of today's economy, companies are selling more locally produced goods in international markets and ________. A) taking a local view of their industry B) purchasing more supplies abroad C) reducing competition within their industry D) downplaying concerns for social responsibility E) competing solely in traditional marketplaces

A

82) Railroads were once operated based on the thinking that users wanted trains rather than transportation, overlooking the challenge of other modes of transportation. This reflects the ________ concept. A) product B) production C) selling D) marketing E) societal marketing

E

88) Kao Corp., which makes Ban deodorant, invited teenage girls to make an ad that would encourage other girls to buy the product. This program is an example of ________. A) societal marketing B) the production concept C) the selling orientation D) partner relationship management E) consumer-generated content

E

89) At Gina's Nails, the posted policy is "Without our customers, we don't exist." Gina and her staff aim to delight each customer, and they are quick to offer discounts or extra services whenever a customer is anything less than satisfied. Gina and her staff strive to make every customer a repeat customer. It is most accurate to say that instead of focusing on each individual transaction, Gina and her staff put a priority on ________. A) partner relationship management B) enlisting customer evangelists C) attracting "butterflies" D) converting "strangers" E) capturing customer lifetime value

D

9) Which of the following refers to sellers being preoccupied with their own products and losing sight of underlying consumer needs? A) selling myopia B) marketing management C) value proposition D) marketing myopia E) the product concept

B

91) A church targeting different demographic groups to increase attendance is an example of ________. A) for-profit marketing B) not-for-profit marketing C) societal marketing D) customer evangelism E) caring capitalism

C

95) In which of the following situations has a company most actively embraced customer-managed relationships? A) American Airlines awards frequent flyer points to returning customers. B) Paige Premium Denim jeans provide a superior quality and a perfect fit. C) iRobot invites enthusiastic Roomba owners to develop and share their own programs and uses for the company's robotic vacuum. D) Best Buy distinguishes between its best customers, called angels, and its less profitable customers, called demons, stocking merchandise to appeal to separate groups of its angels. E) Toyota develops a marketing presence on social networks and other online communities.

A

96) When the economy tightens, customer loyalty and customer retention become ________ for marketers. A) more important B) less important C) impossible D) long-term but not short-term goals E) short-term but not long-term goals