MKTG Chapter 4 Pretest, MKTG Chapter 5 Pretest, MKTG Chapter 6 Pretest, MKTG Chapter 7 Pretest

________ is the process of collecting, analyzing, and interpreting data about customers, competitors, and the business environment to improve marketing effectiveness. A) Marketing research B) Marketing management C) Competitive intelligence D) Marketing intelligence E) Internal marketing

A) Marketing research

________ is an internal state that drives consumers to satisfy needs. A) Motivation B) Interpretation C) Learning D) Affect E) Conditioning

A) Motivation

Which of the following is the best example of the long tail approach to selling? A) Nearly 20% of the videos delivered by Netflix are older or obscure titles from its vast collection of videos. B) Kraft Foods focuses on the 20% of U.S. households that purchase 80% of the Miracle Whip the company markets. C) Barnes & Noble stocks the most popular books and magazines in its retail stores. D) Google lets advertisers target certain ads to certain segments of search engine users. E) Staples segments its business-to-business markets based on sales volume.

A) Nearly 20% of the videos delivered by Netflix are older or obscure titles from its vast collection of videos.

________ often influence others' attitudes or behaviors because others perceive them as possessing expertise about a product. A) Opinion leaders B) Status symbols C) Heuristics D) Reference groups E) Social classes

A) Opinion leaders

________ occurs when firms obtain outside vendors to provide goods or services that might otherwise be supplied in-house. A) Outsourcing B) Reverse marketing C) Crowdsourcing D) Multiple sourcing E) Insourcing

A) Outsourcing

________ is the process by which people select, organize, and interpret information from the outside world. A) Perception B) Learning C) Attention D) Motivation E) Cognition

A) Perception

________ do not actually produce goods, but they do provide their customers with the time, place, and possession utility by making goods available when and where consumers want them. A) Resellers B) End users C) Not-for-profit organizations D) Producers E) Buying centers

A) Resellers

________ is the process of selecting respondents for a survey. A) Sampling B) Prospecting C) Modeling D) Surveying E) Representation

A) Sampling

________ are Web applications that can help online shoppers find what they are looking for at the lowest available price. A) Shopbots B) Heuristics C) Search engine optimizers D) Search engine marketers E) Behavioral targeters

A) Shopbots

Which of the following statements about organizational markets is NOT true? A) Some consumers are included in the market. B) The size of purchases made in organizational markets is much larger than those made in consumer markets. C) Organizational markets are geographically concentrated. D) Organizational markets have a narrow customer base and a small number of buyers. E) Most demand for organizational products is derived and inelastic.

A) Some consumers are included in the market.

Which statement is NOT true about the Hispanic American segment? A) The Hispanic American segment is becoming a less important segment to marketers. B) The Hispanic American segment is growing rapidly. C) Hispanic Americans tend to be brand loyal, especially to products made in their country of origin. D) Hispanic Americans are a relatively young segment. E) Hispanic American households are larger on average than other U.S. households.

A) The Hispanic American segment is becoming a less important segment to marketers.

________ is a well-known system based on psychological traits that correlate with consumer behavior; it divides the entire U.S. population into segments and then sells pieces of this information to clients for specific strategic applications. A) VALS2 B) Decitica C) AIO D) PRIZM E) NAICS

A) VALS2

Managers at a discount retailer's headquarters would use which of the following to access up-to-the-minute sales information obtained from the store's cash registers around the country in order to detect problems with products, promotions, and even the firm's distribution system? A) a company intranet B) secondary data C) a prediction market D) marketing intelligence E) sampling

A) a company intranet

Which of the following most accurately describes VALS2? A) a system used for psychographic segmentation B) a database of people who have purchased similar products C) a strategy for implementing geodemographic segmentation D) a method of confirming that a chosen target market is representative of the ideal market segment E) a method of removing heterogeneous variables from a target market

A) a system used for psychographic segmentation

AIO stands for ________. A) activities, interests, and opinions B) abilities, interests, and opinions C) activities, interests, and organization memberships D) abilities, income, and opinions E) activities, income, and opinions

A) activities, interests, and opinions

A person's attitude has three components. They are ________. A) affect, cognition, and behavior B) psychological, physiological, and situational C) situation, emotion, and environment D) cognitive, operant, and situational E) ritual, cultural, and referential

A) affect, cognition, and behavior

A sports entertainment company wants to research how Canadians spend their free time. It is preparing a survey that will be used in all of Canada, including the province of Quebec. Unlike Canadians from other provinces, the people of Quebec primarily speak French. The researchers are planning to use English and French versions of the survey. In preparing the surveys, they should use ________. A) back translation B) nonprobability sampling C) probability sampling D) syndicated research E) cross-tabulation

A) back translation

Markets can be segmented into group of nonusers, ex-users, potential users, heavy users, and moderate users of a product. This is an example of ________ segmentation. A) behavioral B) occasion C) demographic D) psychographic E) geocoding

A) behavioral

Which type of segmentation can center on the use of the word when, such as when consumers get the idea to buy, when they actually make their purchase, or when they use the purchased item? A) behavioral B) psychographic C) needs D) demographic E) geocoding

A) behavioral

Because consumers buy products that are extensions of their personalities, marketers try to create ________ that will appeal to different types of people. A) brand personalities B) psychographics C) cognitive dissonance D) opinion leaders E) self-concepts

A) brand personalities

The ________ is the member of the buying center whose primary function is handling the details of the transaction. A) buyer B) gatekeeper C) decider D) initiator E) influencer

A) buyer

Through ________, a person repeatedly perceives two stimuli at the same time and eventually transfers his response from one stimulus to the other. A) classical conditioning B) operant conditioning C) cognitive conditioning D) information searching E) observational learning

A) classical conditioning

Firewalls and encryption are both ________. A) common safeguards for Internet transactions B) common authentication systems for intranets C) types of sniffers used by hackers D) types of passwords used by employees E) tools for corporate espionage

A) common safeguards for Internet transactions

Once a company has conducted exploratory research and reviewed the resulting data, its next step is most likely which of the following? A) conduct descriptive research B) calculate the representative sample size C) identify secondary data sources D) select a primary data collection method E) conduct qualitative research

A) conduct descriptive research

Many marketing experts advocate ________ programs that allow a company to talk to individual customers and adjust elements of the marketing mix to satisfy the specific needs of each customer. A) customer relationship management B) psychographic segmentation C) transactional management D) B2B marketing E) C2C marketing

A) customer relationship management

Through the data mining application of ________, marketers identify big-spending customers and target them for special offers that other customers won't receive. A) customer retention B) customer acquisition C) customer abandonment D) competitive intelligence E) market basket analysis

A) customer retention

Tabak catalog retailer studies about 3,500 variables over the lifetime of a customer's relationship. Through ________, it has found that customers who change residences are three times more likely than customers who do not move as frequently to buy tables, fax machines, and decorative products but are no more likely to buy jewelry or footwear. A) data mining B) prospecting C) sampling D) latitudinal research E) customer acquisition

A) data mining

To take advantage of the massive amount of data now available, sophisticated analysis techniques called ________ are becoming a priority for many firms. A) data mining B) prospecting C) cold calling D) data warehousing E) data tallying

A) data mining

Most demand for business-to-business products is ________. A) derived, inelastic, fluctuating, and joint B) derived, elastic, fixed, and joint C) derived, inelastic, static, and dependent on the macroenvironment D) independent of all consumer market influences E) competitive, derived, fluctuating, and elastic

A) derived, inelastic, fluctuating, and joint

Marketers must balance the ________ of mass marketing with the ________ of offering each individual customer exactly what he wants. A) efficiency; effectiveness B) scale; positioning C) investment; cost D) cost; investment E) positioning; scale

A) efficiency; effectiveness

A company utilized ________ when it asked consumers to indicate how they feel about panty hose. A) exploratory research B) causal research C) case study research D) ethnography E) descriptive research

A) exploratory research

Which data collection method for marketing research is flexible, allows for explanation of difficult questions, and lends itself to showing products and other visual materials? A) face-to-face interviewing B) online questionnaires C) telephone interviewing D) ethnographic research E) mail questionnaires

A) face-to-face interviewing

The supermarket sells boxes of pink diapers and blue diapers. This is an example of segmenting by ________. A) gender B) age C) ethnicity D) social class E) geocoding

A) gender

Companies can customize Web advertising by ________ so that people who log on in different places will see ad banners for local businesses. A) geocoding B) geodemography C) geodiversity D) psychographics E) usage

A) geocoding

A soup company found its canned nacho cheese sauce was too hot for Americans in the East and not hot enough for those in the West and the Southwest. As a result, the company's plants in Texas and California produce a hotter nacho cheese sauce than is produced in its other plants. The company is using ________ segmentation. A) geographic B) life cycle C) psychographic D) lifestyle E) usage

A) geographic

Many B2B marketers can take advantage of the ________ of business customers, focusing their sale efforts and perhaps even locating their distribution centers in a single region. A) geographic concentration B) mass media consumption C) multiple requirements D) fluctuating demand E) organizational changes

A) geographic concentration

When using ________, a consumer exerts little effort in making a purchase decision. A) habitual decision making B) extended problem solving C) independent heuristic rating D) dependent heuristic rating E) limited problem solving

A) habitual decision making

A viable target market should ________. A) have needs that can adequately be served by the marketer B) not be reachable by other organizations C) have the same needs as similar-sized groups D) be the most profitable possible target market E) be the largest possible market

A) have needs that can adequately be served by the marketer

Which of the following is NOT an example of a demographic segmentation variable? A) lifestyle B) income and social class C) ethnicity D) gender E) age

A) lifestyle

The ________ is the potential profit generated by a single customer's purchase of a firm's products over the customer's lifetime. A) lifetime value of a customer B) priority of a customer C) segmentation of a customer D) share of a customer E) equity of a customer

A) lifetime value of a customer

Business-to-business (B2B) e-commerce ________. A) links marketers directly to their business customers B) has little effect on the way businesses operate C) does not rely upon the Internet D) has only two simple forms E) is conducted almost exclusively through private exchanges

A) links marketers directly to their business customers

Of the following, which type of data collection method is likely to have the lowest response rate? A) mail questionnaire B) focus group C) online focus group D) case study E) face-to-face interview

A) mail questionnaire

When the size and purchasing power of a target segment can be determined, it possesses the requirement of being ________. A) measurable B) accessible C) substantial D) differentiable E) profitable

A) measurable

Which of the following is a primary data collection method that relies on nonhuman devices to record consumer behavior? A) mechanical observation B) mall intercepts C) ethnography D) unobtrusive measurement E) case studies

A) mechanical observation

18) A marketing manager would most likely use which of the following to find out how many consumers stay with his brand and how many switch, and thus project market shares over time? A) modeling software B) syndicated research C) cross-sectional research D) exploratory research E) competitive intelligence

A) modeling software

When a company's professional buyer considered a ________ of a plant to house a new distribution center, he spent a lot of time and effort researching information because this purchase decision was very high-risk, complex task. A) new-task buy B) modified rebuy C) reciprocal purchase D) straight rebuy E) simplified rebuy

A) new-task buy

What is the next step in the business buying decision process after the product specifications are written? A) obtain written or verbal bids B) evaluate alternatives C) scan trade publications D) evaluate vendors E) set price ceiling

A) obtain written or verbal bids

Which of the following is the simplest form of B2B e-commerce? A) online catalogs B) reciprocal sites C) intranets D) extranets E) private exchanges

A) online catalogs

McDonald's placement of a small toy in each Happy Meal as a reward for coming to the fast-food restaurant and ordering its food is based on which theory of learning? A) operant conditioning B) cognitive dissonance C) cognitive learning D) classical conditioning E) observational learning

A) operant conditioning

The founder of the upscale shoe company Harry's Shoes Ltd. persuaded actors to wear prototypes of his company's shoes to the Oscars. This shoe company believed that the actors would be ________ for the company. A) opinion leaders B) heuristics C) mass-classes D) stewards E) subcultures

A) opinion leaders

The greater the ________ of a purchase, the higher the consumer's level of involvement will be. A) perceived risk B) cognitive dissonance C) psychographics D) heuristics E) targeting

A) perceived risk

Your firm has decided to localize its products and services to meet local market demands. A good approach to use would be ________ segmentation. A) place of residence B) psychographic C) usage D) positioning E) social class

A) place of residence

The marketing research process step of defining the research problem has three components: specifying the research objectives, identifying the consumer population of interest, and ________. A) placing the problem in an environmental context B) determining a budget for the research process C) selecting managers responsible for analyzing the data D) determining whether primary data will be needed E) deciding whether to hire a marketing research agency or to conduct the research in-house

A) placing the problem in an environmental context

When a business needs to make a complex purchase, it is most likely to form a buying center during the ________ stage of the business buying decision process. A) problem recognition B) vendor analysis C) information search D) supplier selection E) alternative evaluation

A) problem recognition

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 ought to be replaced. Worthington was at which stage of the business buying process? A) problem recognition B) vendor analysis C) information search D) information evaluation E) product selection

A) problem recognition

PPG Industries buys silicon and uses it to manufacture glass for windows. PPG is a ________. A) producer B) not-for-profit C) consumer D) facilitator E) reseller

A) producer

A city hired a research company to survey spring break vacationers to learn about this market. One of the questions asked was, "If you were able to hang out on the beach with any celebrity, who would she or he be?" This type of question is a means for gathering ________. A) qualitative data B) ethnographic observations C) cross-tabulated data D) quantitative data E) longitudinal data

A) qualitative data

The first step in the business buying decision process is ________. A) recognize the problem B) current vendor analysis C) search for information D) select the supplier E) evaluate the alternatives

A) recognize the problem

A modified rebuy ________. A) requires more time and effort than straight rebuys B) is the B2B version an impulse purchase in the consumer market C) requires more time and effort than new-task buying D) occurs whenever a company reorders a product from an original supplier E) involves only one role in the buying center

A) requires more time and effort than straight rebuys

In terms of organizational markets, discount stores are examples of ________. A) resellers B) resuppliers C) not-for-profit markets D) producers E) facilitating agents

A) resellers

Age, ethnicity, place of residence, and social class are all examples of ________. A) segmentation variables B) positioning strategies C) market fragment strategies D) psychographics E) targeting strategies

A) segmentation variables

To determine the best price for a first edition copy of a Stephen King novel with a dust jacket in mint condition, Jason would most likely use a(n) ________ to provide him with pricing information from all the bookstores that currently have the requested book in stock. A) shopbot B) behavioral targeter C) search engine optimizer D) sponsored search ad E) search engine marketer

A) shopbot

Comparison shopping agents are also known as ________. A) shopbots B) heuristics C) search engine optimizers D) search engine marketers E) behavioral targeters

A) shopbots

Will has eight puppies. He is concerned his puppies may be infected with parvo, a disease that is deadly in young dogs unless diagnosed and treated early. The cost of the test to determine if a dog has parvo is $59. Will cannot afford to have all of his puppies tested. However, if one dog tests positive, then Will can assume that all the puppies are infected. If the tested puppy is not infected, then Will can assume that his puppies are healthy.The veterinarian has suggested that Will reach into the pen where the dogs stay and pick up the first puppy that walks into his hand. What kind of sampling technique is the vet suggesting Will use? A) simple random sampling B) cluster sampling C) stratified sampling D) systematic sampling E) convenience sampling

A) simple random sampling

The Green Awning is a flower and gift store. When its owner purchases the green foam used in the bottom of vases of cut flowers, floral tape used in flower arrangements, and gift cards, she is most likely making a ________. A) straight rebuy B) complex-task purchase C) modified rebuy D) new-task buy E) gatekeeping buy

A) straight rebuy

When a dentist's office manager orders latex gloves, disposable masks, file folders, and complementary toothbrushes to give to patients, he is most likely making a(n) ________. A) straight rebuy B) complex-task purchase C) modified rebuy D) new-task purchase E) intranet exchange

A) straight rebuy

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) microculture C) social class D) life-cycle stage E) lifestyle

A) subculture

The Hispanics in the United States who share some distinctive beliefs such as strong family values and religious faith are an example of a ________. A) subculture B) reference group C) social class D) microculture E) lifestyle

A) subculture

A company reports on consumers' perceptions of more than 1,700 performers for companies that are interested in using a performer in their advertising. This type of report is an example of ________. A) syndicated research B) custom research C) case study research D) exploratory research E) primary research

A) syndicated research

Which of the following is general information collected by specialized firms on a regular basis and then sold to other firms? A) syndicated research B) custom research C) competitive research D) perceptual tracking E) marketing decision support research

A) syndicated research

Leah enjoys designing her own cards at kiosks at Hallmark card shops. Through the use of a computer program, she can select pictures that best communicate her message, and then she can type in her own message. Once her card is printed, she pays for it just as if she purchased it off the rack. In this case, Leah is reacting positively to which situational influence? A) the physical environment B) microculture C) reference groups D) consumerism E) time poverty

A) the physical environment

Mass marketers such as Walmart often ignore market segment differences and target the whole market with one offer. What is this approach to targeting? A) undifferentiated targeting B) differentiated targeting C) target marketing D) concentrated targeting E) mass customization

A) undifferentiated targeting

________ segmentation variables classify consumers on the basis of how they act toward, feel about, or use a product. A) Demographic B) Behavioral C) Geodemographic D) Socioeconomic E) Psychographic

B) Behavioral

Which of the following statements about customer relationship management (CRM) programs is true? A) The success of a CRM program relies on its use of mass communication channels. B) CRM programs include information gathered from each customer touchpoint. C) Internet technology is a barrier to the successful implementation of CRM programs. D) To succeed, all companies should engage in CRM every time they interact with a customer. E) Only consumer marketers can benefit from the use of CRM programs.

B) CRM programs include information gathered from each customer touchpoint.

________ is the knowing component of attitudes. It is the beliefs or knowledge a person has about a product and its important characteristics. A) Affect B) Cognition C) Behavior D) Motivation E) Personality

B) Cognition

________ theory views people as problem solvers and stresses the role of creativity and insight in the learning process. A) Operant conditioning B) Cognitive learning C) Stimulus discrimination D) Classical conditioning E) Perceived risk

B) Cognitive learning

________ is made up of the values, beliefs, customs, and tastes produced or practiced by a group of people. A) The family life cycle B) Culture C) Lifestyle D) Psychographic data E) Social class

B) Culture

________ is research a single firm conducts to provide answers to specific questions. A) Syndicated research B) Custom research C) Consumer data D) Perceptual tracking E) Internal data

B) Custom research

Which of the following statements about organizational markets is true? A) The average purchase size in organizational markets is much smaller than the average purchase size in the consumer market. B) Demand for products in the organizational market is derived from demand for consumer products. C) Most demand for organizational markets is fixed. D) Organizational marketers have a broad customer base and a large number of buyers. E) Joint demand is not a factor.

B) Demand for products in the organizational market is derived from demand for consumer products.

________ means scrambling a message so that only another individual or computer with the right "key" for deciphering it can unscramble it. A) Back-translation B) Encryption C) Authentication D) Reverse encoding E) Sniffing

B) Encryption

Which generation was referred to as "busters" and was thought of as slackers who are cynical about marketing? A) Generation Y B) Generation X C) Baby boomers D) Millenial E) Generation I

B) Generation X

Which of the following describes an advantage of LinkedIn? A) It was created by college students for college students. B) It facilitates quality introductions among business people. C) It provides comparative information on industries in NAFTA countries. D) It is a private exchange connecting buyers and suppliers. E) It allows approved partners to access a company's intranet.

B) It facilitates quality introductions among business people.

________ is a type of data collection in which the researcher simply records the consumer's behaviors. A) Mall intercept B) Observation C) Survey D) Focus group E) Neuromarketing

B) Observation

________ occurs when people watch the actions of others, note what happens as a result of the behavior, and then later use that information to guide their own behavior. A) Operant conditioning B) Observational learning C) Stimulus discrimination D) Classical conditioning E) Attitudinal learning

B) Observational learning

________ occurs when people learn that their actions result in rewards or punishments. A) Classical conditioning B) Operant conditioning C) Cognitive conditioning D) Information searching E) Observational learning

B) Operant conditioning

________ means developing a marketing strategy aimed at influencing how a particular market segment perceives a good or service in comparison to the competition. A) Concentrated targeting B) Positioning C) Benefit segmentation D) Mass customization E) Customerization

B) Positioning

________ occurs whenever a consumer sees a significant difference between his current state of affairs and some desired or ideal state. A) Perceived risk B) Problem recognition C) Problem solving D) Learning E) Lifestyle change

B) Problem recognition

An undifferentiated marketing strategy is most likely to be successful in which of the following scenarios? A) The market has many competitors. B) The product or service has wide appeal. C) Growth of the market has stabilized. D) The market is slowly shrinking. E) The market has a few strong competitors.

B) The product or service has wide appeal.

________ is the extent to which research actually measures what it was intended to measure. A) Flexibility B) Validity C) Responsiveness D) Reliability E) Representativeness

B) Validity

During one day researchers counted the number of out-of-state cars parked in an outlet mall parking lot at 10 a.m. and 4 p.m. The gathering of this quantitative data is an example of descriptive research using ________. A) a hierarchical format B) a cross-sectional design C) latitudinal tracking D) a longitudinal design E) ethnography

B) a cross-sectional design

To determine what type of information to add to its Web site in order to attract more visitors, an Internet company could look at a survey by the AOL/Roper Starch Cyberstudy, which showed the primary activities Americans are most likely to engage in when surfing the Internet. This study is an example of ________. A) ethnographic data B) a secondary data source C) a primary internal data source D) data mining E) a primary external data source

B) a secondary data source

Which of the following is NOT an example of a secondary data source for a company researching whether it should open a casino near St. Louis, Missouri? A) U.S. Census reports on St. Louis growth patterns B) a survey commissioned by the company asking St. Louis residents about their gambling habits C) the stockholders' report from a casino that currently operates in St. Louis D) a trade organization report on the tourism industry in Missouri E) an academic study of the growth of online gambling activities

B) a survey commissioned by the company asking St. Louis residents about their gambling habits

Which three primary consumer motivations are key to the VALS2 system? A) faith, family, and finances B) age, gender, and ethnicity C) place of usage, time of usage, and frequency of usage D) ideals, achievement, and self-expression E) income, education, and geographic location

B) age, gender, and ethnicity

During the ________ stage of the business buying decision process, the buying center assesses the proposals. A) obtain written or verbal bids B) alternative evaluation C) product selection D) information search E) problem recognition

B) alternative evaluation

Which of the following refers to the extent to which a person devotes mental-processing activity to a particular stimulus? A) cognition B) attention C) affect D) interpretation E) exposure

B) attention

Airlines have developed frequent-flyer programs to encourage passengers to use the same airlines repeatedly. These programs and other similar ones use ________ segmentation to target their markets. A) demographic B) behavioral C) geodemographic D) organizational E) generational

B) behavioral

The 80/20 rule is most directly related to ________ segmentation. A) demographic B) behavioral C) geodemographic D) socioeconomic E) psychographic

B) behavioral

A(n) ________ is a comprehensive examination of a particular firm or organization. A) focus group B) case study C) longitudinal study D) expert panel E) ethnographic study

B) case study

Which of the following best explains the goal of neuromarketers? A) using subliminal messages to influence consumer decisions B) collecting data about responses to advertising and products by scanning consumers' brains C) observing and tracking consumer behavior on the Internet D) designing marketing research experiments using the Internet E) analyzing data from various sources to answer complex "what if" questions

B) collecting data about responses to advertising and products by scanning consumers' brains

As part of her summer job, Martina was instructed to collect data from ten people to determine how they felt about a number of political issues, including socialized medicine, food stamps, and educational vouchers. She asked her father, grandfather, mother, brother, two uncles, and four sorority sisters to answer the survey questions. Marina used a ________ sample. A) probability B) convenience C) stratified D) systematic E) simple random

B) convenience

The management practice of ________ involves actively seeking people of different races, sexes, ethnic groups, and religions in an organization's employees, customers, suppliers, and distribution channel partners. A) geodemography B) cultural diversity C) ethnic segmentation D) psychography E) social networking

B) cultural diversity

Which of the following is the narrowest strategy? A) undifferentiated targeting B) custom marketing C) differentiated targeting D) concentrated targeting E) mass marketing

B) custom marketing

A cosmetic company asked 293 women who were wearing their StayColor line of cosmetics to rub their cheeks against their shirts using "the pressure they use when caressing someone else's face." The company was conducting ________.

B) custom research

A company that compiles and uses large amounts of data to understand its customers is likely to have a(n) ________ to store and process its data. A) distribution center B) data warehouse C) competitive intelligence center D) custom research project E) marketing research department

B) data warehouse

A patient of Dr. Albrecht told the dentist he needed to buy a machine that would sterilize his dental tools without using any water because water tends to cause the tools to rust or corrode over time. Dr. Albrecht, who runs a solo practice in a small town, located some articles on the chemical sterilizer and read about how the suggested machine works. After gathering more information and talking to salespeople, Dr. Albrecht placed his order for the machine. In terms of the buying center, Dr. Albrecht had the role of ________. A) liaison B) decider C) agent D) expert E) researcher

B) decider

Using ________, some marketing researchers participate in real-life consumer activities to get an understanding of how consumers actually use products. A) mechanical observation B) ethnography C) focus groups D) face-to-face interviews E) telephone interviews

B) ethnography

Robert has taken up bicycle riding as a hobby and as a way to maintain his physical stamina. He understands he will need to make sure he gets 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

B) evaluation of alternatives

A consumer purchase decision made with a great deal of consumer exertion is a type of ________. A) habitual decision making B) extended problem solving C) independent heuristic rating D) dependent heuristic rating E) limited problem solving

B) extended problem solving

Prudential Health Care's ________ allows its corporate customers to enroll new employees and check eligibility and claim status themselves. A) private exchange B) extranet C) intranet D) professional network E) reciprocity arrangement

B) extranet

Prior to setting up its Thanksgiving Turkey Hotline, a company conducted one-on-one discussions with a small number of new and experienced cooks to determine what type of questions it should be prepared to answer. In research terms, this company conducted ________. A) focus groups B) face-to-face interviews C) ethnographic research D) unobtrusive measures E) observational research

B) face-to-face interviews

A(n) ________ is a combination of hardware and software that ensures only authorized individuals gain entry into a computer system. A) password B) firewall C) sniffer D) encryption E) virus

B) firewall

A(n) ________ monitors and controls all traffic between the Internet and an intranet to restrict access. A) private exchange B) firewall C) encryption D) sniffer E) password

B) firewall

One year many customers' machinery wears out and needs to be replaced. The following year no customers need new machinery. This is an example of ________ demand. A) inelastic B) fluctuating C) elastic D) consumer E) static

B) fluctuating

The ________ is the member of the buying center who controls the flow of information to other members. A) initiator B) gatekeeper C) decider D) user E) influencer

B) gatekeeper

According to ________, men are not supposed to like movies that are described as "chick flicks," and women are not supposed to like movies that emphasize violence and destruction. A) social classes B) gender roles C) subcultures D) situational influences E) reference groups

B) gender roles

Some expectations regarding appropriate attitudes, behaviors, and appearances for men and women come from society's strong pressure to conform to ________. A) social classes B) gender roles C) cognitive dissonance D) microcultures E) the family life cycle

B) gender roles

Focus groups have become one of the major marketing research tools for getting insight into consumer thoughts and feelings. However, a researcher relying solely on focus groups would likely be most concerned about which of the following? A) finding a convenience sample B) generalizing the results to the rest of the population C) administering the questions D) orchestrating cooperation among participants E) generating qualitative data

B) generalizing the results to the rest of the population

To market Suave shampoo, Unilever used PRIZM to identify neighborhoods with high concentrations of young working women. These women responded best to advertisements conveying the message that Suave is inexpensive, yet will make their hair "look like they spend a fortune on it." What segmentation tool did Unilever use in this example? A) geocoding B) geodemography C) the hierarchy of needs D) projective techniques E) ethnography

B) geodemography

Which of the following is a segmentation technique that combines geography with demographics? A) geocoding B) geodemography C) geodiversity D) regional generation E) psychographics

B) geodemography

Organizational markets differ from consumer markets in that organizational markets ________. A) have a high number of purchases that are low risk and low cost B) have derived demand C) are not geographically concentrated D) have a single individual in the role of decision maker E) involve more frequent purchases

B) have derived demand

Customer satisfaction with a purchase is based on which of the following? A) how the perceived risk of purchasing the product compares to the actual risk B) how the actual performance of the product compares to customer expectation of performance C) how the product's brand personality aligns with the customer's personality D) the service provided with the purchase E) the total cost of the purchase

B) how the actual performance of the product compares to customer expectation of performance

The three main categories of influences that affect the consumer decision-making process are ________. A) physical, emotional, and behavioral B) internal, situational, and social C) environmental, familial, and sociocultural D) sociocultural, behavioral, and external E) environmental, personal, and sociocultural

B) internal, situational, and social

Behavioral learning theories assume that ________. A) learning occurs when people watch the actions of others and note what happens to them as a result B) learning takes place as the result of connections we form between events C) the most important component of learning is affect D) people are problem solvers who passively react to associations between stimuli E) creativity and intuition play a primary role in the learning process

B) learning takes place as the result of connections we form between events

The consumer's ________ determines whether she will engage in habitual decision making, extended problem solving, or something in between the two. A) need for customization B) level of involvement C) need for cognitive dissonance D) ability to generalize stimuli E) personal marketing mix

B) level of involvement

A ________ is a pattern of living that determines how people choose to spend their time, money, and energy and that reflects their values, tastes, and preferences. A) family life cycle B) lifestyle C) personality D) motivation E) self-concept

B) lifestyle

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 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) the family life cycle B) lifestyles C) demographics D) personality E) social class

B) lifestyles

A city decided to build a stadium to hold 19,000 people. It was a difficult decision because the city already had a 70,000 seat dome. City planners convinced the people of the city that the older dome was too large for most touring shows and better suited for sporting events. In terms of the buyclass framework, the decision to build a new stadium was a ________. A) simple-task purchase B) new-task buy C) simplified rebuy D) rebuy E) not-for-profit purchase

B) new-task buy

Governments are just about the only customers for certain products, such as jet fighters. The government is a(n) ________. A) end user B) organization C) gatekeeper D) facilitator E) reseller

B) organization

The Metropolitan Museum of Modern Art buys office supplies. In doing so, the Museum is acting as a member of the ________ business customer class. A) producer B) organization C) consumer D) facilitator E) reseller

B) organization

Business-to-business marketers who look at the size of firms in terms of total sales or number of employees are using ________ to segment their market. A) organizational psychographics B) organizational demographics C) organizational culture D) behavior variables E) usage variable

B) organizational demographics

Jaygo Food Stores hires better employees than the competition by conducting lengthy searches and interviews. Management also trains employees much better than competitors. Jaygo has gained a strong competitive advantage through which type of differentiation? A) image B) people C) services D) product features E) cost

B) people

Once a(n) ________ is set, the next step in positioning is for marketers to finalize the marketing mix. A) segmentation variable B) positioning strategy C) demographic strategy D) customer relationship management system E) concentrated target

B) positioning strategy

The two main types of samples used by researchers are ________. A) reliable and nonreliable B) probability and nonprobability C) valid and invalid D) static and dynamic E) longitudinal and latitudinal

B) probability and nonprobability

Which of the following is a job title for a professional buyer? A) gatekeeper B) procurement officer C) initiator D) influencer E) sales manager

B) procurement officer

The division of buyers into groups based on lifestyle or personality characteristics is ________ segmentation. A) behavioral B) psychographic C) values D) demographic E) needs

B) psychographic

Which type of research generates nonnumeric results that provide detailed verbal or visual information about consumers' attitude? A) data mining B) qualitative research C) quantitative research D) causal research E) descriptive research

B) qualitative research

A company could reasonably expect use of both an intranet and extranet to ________. A) facilitate collaboration with external business partners B) save the company money C) increase traffic to the company's Web site D) replace the use of professional networking sites E) improve internal communications among employees

B) save the company money

A market research bureau semiannually conducts national surveys of more than 25,000 consumers who complete monthly logs detailing their purchases of products. Many companies subscribe to the bureau's report publication to learn of the findings of these surveys. This information can be classified as ________. A) primary data B) secondary data C) mined data D) experimental data E) cross-tabulated data

B) secondary data

Data that has been collected for some other purpose than to answer the question at hand is called ________. A) primary data B) secondary data C) mined data D) experimental data E) ethnographic data

B) secondary data

LexisNexis and Dialog are two companies that provide ________. A) primary data B) secondary data C) reality mining data D) causal research designs E) questionnaire designs

B) secondary data

Which of the following is the process of dividing a larger market into smaller pieces based on one or more meaningfully shared characteristics? A) acculturation B) segmentation C) market fragmentation D) market aggregation E) positioning

B) segmentation

What are the steps, in order, of the target marketing process? A) segmentation, positioning, targeting B) segmentation, targeting, and positioning C) targeting, segmentation, and positioning D) targeting, positioning, and segmentation E) positioning, segmentation, and targeting

B) segmentation, targeting, and positioning

A person's ________ is composed of a mixture of his beliefs about his abilities and observations of his own behavior and feelings (both positive and negative). A) personality B) self-concept C) lifestyle D) attitude E) cognition

B) self-concept

Using a concentrated targeting strategy, the marketer goes after a ________ but ________ consumer segment. A) small; undefined B) small; well-defined C) large; well-defined D) large; undefined E) medium-sized; local

B) small; well-defined

There are people who have similar income and education levels, and often share tastes in clothing, decorating styles, and leisure activities. These people also share many political and religious beliefs as well as ideas regarding valued activities and goals. These people could all be categorized as being in the same ________. A) family life cycle B) social class C) regional group D) operant conditioning set E) microculture

B) social class

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) innovative E) comparative

B) subliminal

Which of the listed choices is NOT a positioning task? A) identifying a set of possible competitive advantages B) surveying frequent uses of the product C) analyzing competitors' positions D) finalizing the marketing mix E) evaluating responses to the marketing mix

B) surveying frequent uses of the product

A company that uses a(n) ________ targeting strategy is appealing to a broad spectrum of people. A) fragmented B) undifferentiated C) concentrated D) differentiated E) customized

B) undifferentiated

Jolene Enterprises mass produces an all-purpose floor cleaner, mass distributes it, and mass promotes it. This firm uses a(n)________. A) segmented strategy B) undifferentiated targeting strategy C) focused targeting strategy D) differentiated targeting strategy E) concentrated targeting strategy

B) undifferentiated targeting strategy

Which of the following are tools used by hackers and Internet criminals to disrupt individual computers and entire company systems? A) encryption and authentication B) worms and viruses C) sniffers and webinars D) firewalls and decoders E) passwords and private exchanges

B) worms and viruses

A(n) ________ is a system that links invited groups of suppliers and partners over the Web, allowing companies to collaborate with suppliers they trust without having to share sensitive information with others. A) corporate Web site B) search engine C) intranet D) private exchange E) professional network

D) private exchange

Aeroxchange.com was founded by thirteen airline companies as a Web site where the companies could purchase all the goods and services for their operations, excluding aircraft and fuel. Selected suppliers were invited to partner with these airlines at this site. Items that are traded through Aeroxchange include a wide range of airline-specific products and services, such as engine components and maintenance. Aeroxchange is an example of a(n) ________. A) Web link B) search engine C) intranet D) private exchange E) crowdsource

D) private exchange

Computer maker Dell and Marriott hotels are both examples of which type of business-to-business customer? A) resellers B) resuppliers C) organizations D) producers E) distributors

D) producers

The major classes of business-to-business customers are ________. A) producers, retailers, and consumers B) resellers and governments C) organizations, producers, and manufacturers D) producers, resellers, and organizations E) consumers and retailers

D) producers, resellers, and organizations

For complex purchases, the buying center will typically decide what type of sourcing to use in the ________ stage of the business buying decision process. A) problem recognition B) information search C) alternative evaluation D) product and supplier selection E) postpurchase evaluation

D) product and supplier selection

Business buyers often develop ________, which are written descriptions of the quality, size, weight, warranty, and delivery requirements for a purchase. A) requests for quotations B) requests for proposals C) vendor analyses D) product specifications E) evaluative metrics

D) product specifications

A ________ is a set of people a consumer wants to please or imitate. A) culture group B) family lifestyle group C) perception group D) reference group E) social class group

D) reference group

Easy Spirit uses ads featuring a country music singer with the hope that her fans will see her wearing Easy Spirit shoes and want to wear the same shoes she wears. Easy Spirit is hoping the singer's fans view her as a ________. A) steward B) status symbol C) heuristic D) reference group E) microculture

D) reference group

Children are difficult subjects for market researchers because they have poor recall and often do not understand the questions they are asked. This brings into question the ________ of the survey. A) flexibility B) sampling C) responsiveness D) reliability E) representativeness

D) reliability

Using ________, a search engine company charges marketers to display sponsored search ads. A) shopbots B) heuristics C) search engine optimization D) search engine marketing E) psychographics

D) search engine marketing

Which of the following is the highest level of needs on Maslow's hierarchy of needs? A) social needs B) ego needs C) physiological needs D) self-actualization needs E) belongingness needs

D) self-actualization needs

Average collectors of an artist's miniatures will buy four new ones each year. The collectibles are available at a number of retail locations and from several catalog retailers. To ensure she gets a greater ________, the owner of The Door Gift Shop sends her customers who are collectors a postcard every time the store adds a new one to her store's inventory. A) share of communication B) segment profile C) customer allocation D) share of customer E) brand perception

D) share of customer

Cyber-hangouts in Europe try to increase customer traffic with computer game competitions. In doing so, the retailers show their awareness of the importance of ________ in designing the activities offered in the store. A) lifestyle B) self-concept C) family life cycles D) situational influences E) social class

D) situational influences

A group coexisting with other groups in a larger culture whose members share a distinctive set of beliefs or characteristics is a ________. A) target market B) market segment C) social class D) subculture E) lifestyle

D) subculture

A daycare center operator wanted to survey her parents to determine if they were interested in the center providing once-a-month Saturday night care for their children. Rather than survey all 254 parents, the operator took the list of parents' names and, starting with the third parent's name, surveyed every twelfth parent. What type of sampling did the daycare operator use? A) simple random sampling B) convenience sampling C) stratified sampling D) systematic sampling E) non-probability sampling

D) systematic sampling

A product's position is based on important attributes as perceived by ________. A) suppliers B) competitors C) market conditions D) target consumers E) resellers

D) target consumers

When marketers at Procter & Gamble selected Generation Y, a demographic that includes college students, as an untapped group of potential customers for their Febreze line of products, they were executing which of the following? A) market segmenting B) undifferentiated targeting C) differentiation D) targeting E) positioning

D) targeting

Telemarketing has had the greatest impact on which of the following data collection methods? A) mail questionnaires B) online questionnaires C) mall intercepts D) telephone interviews E) face-to-face interviews

D) telephone interviews

Jane's aunt wants a cashmere blanket to put over her legs when she watches television from her favorite chair. Jane could drive fifty miles and pay $90 for the blanket, or she could order one off the Internet for $168. Because Jane works fifty hours a week, cares for three children, and tries to help her aunt, she opts to buy the blanket on the Internet. This is an example of how ________ influences the consumer decision-making process. A) a microculture B) an opinion leader C) a reference group D) time E) learning

D) time

Which of the following best explains why a company would adopt an undifferentiated targeting strategy when there is so much evidence of the benefits of a differentiated strategy? A) to more efficiently focus on its CRM strategy B) to remove the need for disintermediation C) to move a product to the next stage of its product life cycle D) to take advantage of economies of scale E) to reach the underserved "bottom-of-pyramid" consumers

D) to take advantage of economies of scale

Business-to-business marketing differs from consumer marketing in that business-to-business marketing ________. A) is targeted at many individual and household customers B) relies upon frequent impulse purchases C) emphasizes advertising more than any other element of the promotion mix D) typically involves competitive bidding and price negotiations E) usually has one person involved in purchase decisions

D) typically involves competitive bidding and price negotiations

Starting in February and ending sometime in late April, department stores promote the fact that they stock a wide range of formal attire for high school proms. The dresses and tuxedoes are available year-round, but the heaviest promotion of these products occurs in spring, when most proms are held. This spring promotion to high school students is based primarily on ________. A) social class B) psychographics C) lifestyle D) usage occasion E) geodemography

D) usage occasion

The ________ is the member of the buying center who actually needs the product. A) initiator B) gatekeeper C) decider D) user E) influencer

D) user

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' fuel tanks do not run out of fuel are the ________. A) initiators B) liaisons C) agents D) users E) gatekeepers

D) users

Which of the following is true about a probability sample? A) The observation method is used to select people who appear most willing to participate. B) Convenience is the key determinant of who participates. C) A researcher uses personal judgment to select participants. D) Every member of the population is included in the sample. E) Each member of the population has some known chance of being included in the sample.

E) Each member of the population has some known chance of being included in the sample.

The group of American consumers born between 1965 and 1978 are called ________. A) baby boomers B) the silent majority C) Generation Y D) tweens E) Generation X

E) Generation X

________ is the step of the decision-making process in which the consumer checks her memory and surveys the environment to identify what options might solve her problem. A) Product evaluation B) Behavioral targeting C) Problem recognition D) Problem screening E) Information search

E) Information search

Which of the following groups currently oversees the development and maintenance of standards to protect the privacy of Internet users? A) U.S. Department of Justice B) Interstate Commerce Commission C) Federal Communications Commission D) Federal Trade Commission E) Internet industry

E) Internet industry

Which of the following is the most accurate generalization of members of Generation Y? A) Many people in this segment seem determined to have stable families after growing up as latchkey children. B) Members of this generation are currently responsible for the majority of new start-up businesses in the United States. C) Members of this generation were born in the years immediately following the end of World War II. D) Members of this generation are willing to spend money to stay young, healthy, and attractive. E) Members of this generation are more difficult to reach through television advertising than members of older generations are.

E) Members of this generation are more difficult to reach through television advertising than members of older generations are.

Which of the following statements does NOT apply to the North American Industry Classification System (NAICS)? A) NAICS is a numerical coding of industries developed by NAFTA countries. B) NAICS can be used by firms to assess potential markets. C) NAICS replaced the Standard Industrial Classification (SIC) system. D) NAICS can be used to find new customers. E) NAICS is a consumer buying directory for North America

E) NAICS is a consumer buying directory for North America

________ is less expensive, faster, and more flexible than other methods of data collection. A) Mail surveying B) Telephone surveying C) The mall intercept D) The focus group E) Online data collection

E) Online data collection

________ variables segment markets in terms of shared activities, interests, and opinions. A) Demographic B) Ethnographic C) Geodemographic D) Socioeconomic E) Psychographic

E) Psychographic

________ refers to how positive a person's ________ is. A) Personality; psychography B) Affect; attitude C) Attitude; affect D) Self-concept; self-esteem E) Self-esteem; self concept

E) Self-esteem; self concept

________ is the overall rank of people in a society. A) The family life cycle B) Mass-class C) Subculture D) Microculture E) Social class

E) Social class

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 most commonly found buying center has six 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 members of a buying center typically participate in a cross-functional team.

E) The members of a buying center typically participate in a cross-functional team.

Which of the following is true of perceptual maps? A) They are only used during the new product development process. B) They are the most effective method for predicting product success. C) They identify consumer shopping preferences in terms of retail and nonretail locations. D) They are not useful in business-to-business marketing. E) They cannot be created without consumer research.

E) They cannot be created without consumer research.

Which of the following is most likely to have an unprofessional or part-time buyer who needs more advice and assistance from marketers before and after a sale? A) a reseller B) a mass producer C) a foreign government D) a state government E) a not-for-profit institution

E) a not-for-profit institution

In general, a research report will NOT include ________. A) an executive summary of the report that covers the high points of the total report B) a description of the research methodology C) a discussion of the results of the study, including tabulations, cross-tabulations, and additional statistical analysis D) a discussion of limitations of the study E) a situation analysis

E) a situation analysis

Which of the following is a strategy that presents individuals with advertisements based on their Internet use? A) psychographic analysis B) heuristic analysis C) search engine optimization D) search engine marketing E) behavioral targeting

E) behavioral targeting

Celarix.com is an Internet company that helps other businesses operating on the Internet handle distribution bottlenecks by offering software that manages tariffs and exchange rates for companies that ship internationally. Celarix.com engages in ________. A) business-to-consumer e-commerce B) reciprocal activities C) reverse marketing D) consumer-to-business e-commerce E) business-to-business e-commerce

E) business-to-business e-commerce

An independent grocer who wants to know if cocktail and tartar sauce would sell better if the two products were moved from the salad dressing section of the store to a display next to the seafood selection would most likely use ________ research. A) longitudinal B) exploratory C) latitudinal D) ethnographic E) causal

E) causal

An intranet would NOT be used for which of the following? A) videoconferencing B) communicating with geographically dispersed branches of an organization C) training employees D) distributing internal documents E) communicating with the supplier network

E) communicating with the supplier network

According to the long tail approach to selling, ________. A) the Internet provides fewer opportunities for segmenting markets B) companies can make the most money by focusing on the "bottom-of-pyramid" market C) companies should focus on the 20 percent of customers who purchase the greatest volume of their product D) companies should focus on the 80 percent of customers who purchase the greatest volume of their product E) companies can make money by selling small amounts of items that only a few people want

E) companies can make money by selling small amounts of items that only a few people want

A questionnaire that asks respondents whether they "strongly agree," "somewhat agree," "somewhat disagree," or "strongly disagree" is most likely a(n) ________. A) unstructured questionnaire B) online questionnaire C) mail questionnaire D) moderately structured questionnaire E) completely structured questionnaire

E) completely structured questionnaire

When a firm offers one or more products to a single segment, it is using a ________ strategy. A) fragmented B) homogeneous C) custom marketing D) mass customization E) concentrated targeting

E) concentrated targeting

The process through which analysts sift through massive amounts of available data to identify unique patterns of behavior among different customer groups is called ________. A) causal research B) custom research C) longitudinal research D) data warehousing E) data mining

E) data mining

The second step of the marketing research process is to ________. A) define the problem B) select the primary data collection method C) determine the sampling method D) calculate the budget E) determine the research design

E) determine the research design

Which of the following is a social movement growing out of the increasing concern that our consumption behaviors are negatively affecting the physical environment? A) behavioral targeting B) green marketing C) greenwashing D) consumerism E) environmentalism

E) environmentalism

A trained researcher was paid to visit a home with three preschoolers every day for two weeks to observe the children's bath time. This is an example of ________ A) a focus group B) experimental research C) a case study D) descriptive research E) ethnography

E) ethnography

Which of the following methods of gathering exploratory data was derived from anthropology? A) focus groups B) one-on-one interviews C) case studies D) longitudinal studies E) ethnography

E) ethnography

Which of the following refers to the extent to which a person's sensory receptors are capable of registering a stimulus? A) cognition B) attention C) affect D) interpretation E) exposure

E) exposure

A consumer who is considering purchasing a house would probably use ________. A) habitual decision making B) stimulus generalization C) operant decision making D) limited problem solving E) extended problem solving

E) extended problem solving

Six women were invited to participate in a discussion on motels, hotels, and resorts. A discussion leader first asked them what differentiated motels, hotels, and resort accommodations. Then she asked them to identify all the amenities they expect to find in overnight accommodations. These six women and their group leader participated in a(n) ________. A) mall intercept B) questionnaire C) expert panel D) case study E) focus group

E) focus group

The city of St. Louis buys a golf turf mower for maintaining the city's golf course in Forest Park. The city of St. Louis is in the ________ class of business customers. A) reseller B) producer C) consumer D) facilitator E) government

E) government

Which of the following make up the largest single business and organizational market in the United States? A) raw material markets B) producer markets C) not-for-profit markets D) e-commerce markets E) government markets

E) government markets

A patient of Dr. Albrecht told the dentist he needed to 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 patient had the role of ________. A) decider B) liaison C) agent D) user E) influencer

E) influencer

Donna wants to buy a new coat. During the ________ stage of her purchase decision 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) situational analysis C) problem recognition D) problem screening E) information search

E) information search

When Tom wanted to buy a new gas grill, he searched for grills on the Internet. He was able to gather information on grills and learn what features were available. Tom used the Internet during the ________ stage of his purchase decision. A) product choice B) evaluation of alternatives C) problem recognition D) problem screening E) information search

E) information search

Data such as which of a company's customers buy which products, which items the company has in stock, and when the company ships items to its customer are all examples of ________. A) marketing intelligence B) acquired data points C) external primary data D) marketing research E) internal company data

E) internal company data

Jell-O brand gelatin introduced a line of vegetable flavored gelatins, including tomato and celery. The product failed because consumers associated Jell-O gelatin with a sweet, fruit-based flavor. In this example, consumers' ________ made them unwilling to accept the new product. A) exposure B) cognition C) self-actualization needs D) personalities E) interpretation

E) interpretation

A sign at a Tokyo hotel once read, "You are invited to take advantage of the chambermaid," and a dry cleaner in Majorca urged passing customers to "drop your pants here for best results." These are examples of ________ in global markets that international market researchers must consider. A) technological barriers B) cultural differences C) local customs D) ethnocentric positions E) language barriers

E) language barriers

A purchase decision made with significant but not extensive effort is classified as ________. A) habitual decision making B) extended problem solving C) independent heuristic rating D) dependent heuristic rating E) limited problem solving

E) limited problem solving

Barry was sitting on a bench near the center of the shopping mall waiting for his wife to finish her shopping when he was approached by a woman holding a clipboard and a dress shirt. She asked if Barry had the time to answer a few questions about the shirt. After Barry examined the shirt, the woman asked him to assess the quality of the shirt and to state how much he would be willing to pay for the shirt. Barry participated in a(n) ________. A) focus group B) observational interview C) expert panel D) experimental interview E) mall intercept

E) mall intercept

A catalog retailer studies about 3,500 variables over the lifetime of a customer's relationship. It has found that customers who change residences are three times more likely than customers who do not move as frequently to buy tables, fax machines, and decorative products but are no more likely to buy jewelry or footwear. By using data analysis to determine which promotion to target to customers who have recently moved, this catalog retailer has engaged in ________. A) customer retention B) customer acquisition C) customer abandonment D) customer accrual E) market basket analysis

E) market basket analysis

People's diverse interests and backgrounds divide them into numerous groups with distinct needs and wants, a condition most accurately described as ________. A) market aggregation B) market positioning C) economic aggregation D) disintermediation E) market fragmentation

E) market fragmentation

Some people want healthy cereal that will help them lose weight or possibly prevent certain kinds of cancer. Some want presweetened cereal. Some want fruits and nuts in their cereal. Some people want whole-wheat cereal while others want rice cereal. There are some who like hot cereal and others who like to eat their cereal right out of the box. The diversity of consumers for cereal is an example of ________. A) market aggregation B) market similitude C) economic aggregation D) disintermediation E) market fragmentation

E) market fragmentation

A ________ is a process that determines what information marketing managers need and then gathers, sorts, analyzes, stores, and distributes relevant and timely marketing information to users. A) primary data collection system B) secondary data collection system C) competitive intelligence system D) marketing research project E) marketing information system

E) marketing information system

According to research, social media channels are most effective to reach and engage business prospects at ________. A) large government buying centers B) large multinational companies C) independent producers D) small not-for-profits E) mid-to-large-size companies

E) mid-to-large-size companies

Which of the following is NOT a major data source for a marketing information system (MIS)? A) internal company data B) marketing intelligence C) marketing research D) acquired databases E) modeling software

E) modeling software

Beautiful actresses appear in ads testifying to the quality of a brand of hair coloring products. This is an application of which learning theory? A) operant conditioning B) cognitive dissonance C) hierarchy of needs D) classical conditioning E) observational learning

E) observational learning

Disadvantages of ________ are that hackers can influence research and competitors can learn about marketing firms' plans. A) mail surveys B) telephone surveys C) mall intercepts D) focus groups E) online research

E) online research

Another name for business-to-business markets is ________. A) derived markets B) functional markets C) B2C markets D) C2C markets E) organizational markets

E) organizational markets

Exposure, attention, and interpretation are the three components that affect an individual's process of ________. A) psychographics B) dissonance C) affect D) status E) perception

E) perception

Consumer satisfaction/dissatisfaction is part of the ________ step of the consumer decision-making process. A) problem recognition B) information search C) evaluation of alternatives D) product choice E) postpurchase evaluation

E) postpurchase evaluation

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 Leona's purchase decision. A) evaluative criteria selection B) situational analysis C) problem recognition D) product choice E) postpurchase evaluation

E) postpurchase evaluation

When a consumer is determining her overall feelings or attitudes about a product after purchasing it, she is involved in the ________ step of the consumer decision-making process. A) problem recognition B) information search C) evaluation of alternatives D) product choice E) postpurchase evaluation

E) postpurchase evaluation

Harley-Davidson's user profile includes both thrill-seeking and affinity for a countercultural image. In addition to demographics, Harley-Davidson uses ________ segmentation to target markets. A) value analysis B) social class C) geodemographic D) socioeconomic E) psychographic

E) psychographic

Magazines targeted to people who love to in-line skate, to people who enjoy cooking, and to people who prefer a simpler lifestyle use ________ segmentation variables. A) demographic B) ethnographic C) geodemographic D) socioeconomic E) psychographic

E) psychographic

People who are regular visitors to SyFy.com (a Web site maintained by a science fiction cable network) and those who are regular visitors to BHG.com (a Web site maintained by the producers of BHG-TV and the publishers of a women's magazine) belong to different ________ segments. A) demographic B) ethnographic C) geodemographic D) socioeconomic E) psychographic

E) psychographic

To breathe life into demographic analysis, marketers turn to ________ that group consumers according to psychological and behavioral similarities. A) reference groups B) opinion leader groups C) microcultures D) social classes E) psychographics

E) psychographics

A survey about pet ownership used a sample derived from people who visit a Web site and register. This sample would lack ________ because not everyone has Internet access. A) flexibility B) validity C) responsiveness D) reliability E) representativeness

E) representativeness

Walmart buys toothpaste, peanuts, and shoes to sell in its stores. Walmart is a ________. A) producer B) not-for-profit organization C) consumer D) facilitator E) reseller

E) reseller

CRM firms focus on increasing their ________, not share of market. A) share of profit B) share of audience C) share of segment D) share of usage E) share of customers

E) share of customers

Which of the following best defines demographics? A) statistics that can be used to segment populations on the basis of what people do with a product B) statistics that can be used to segment populations on the basis of when people use a product C) qualitative data that can be used to explain why seemingly homogeneous consumer groups do not share core characteristics D) statistics that can be used to segment populations on the basis of shared attitudes, opinions, and interests E) statistics that measure observable aspects of a population

E) statistics that measure observable aspects of a population

Which of the following specifies exactly what information marketers will collect and what type of study they will do? A) the research objective B) the environmental context C) the sampling method D) the data collection method E) the research design

E) the research design

Personality is ________. A) an internal state that drives us to satisfy needs B) the process by which people select, organize, and interpret information from the outside world C) a change in behavior caused by information or experience D) a lasting evaluation of a person, object, or issue E) the set of unique psychological characteristics that consistently influence the way a person responds to situations in the environmen

E) the set of unique psychological characteristics that consistently influence the way a person responds to situations in the environmen

Predictive technology used by e-marketers relies on which of the following? A) sophisticated brain scans revealing consumers' reactions to advertisements and products B) collecting data through people meters C) collecting qualitative information through online questionnaires D) drawing generalizations from professional respondents E) tracking the shopping patterns of large numbers of people

E) tracking the shopping patterns of large numbers of people

Which of the following is not a focus of customer relationship management? A) customer prioritization B) share of customer C) lifetime value of the customer D) customer equity E) undifferentiated targeting

E) undifferentiated targeting

The only time many people entertain is during November and December when their homes are decorated for the holidays. The increase in ads for prepared trays of food to be served at these functions is directly related to ________ segmentation. A) socioeconomic B) geodemographic C) geographic D) demographic E) usage occasion

E) usage occasion

Which of the following is true about a nonprobability sample? A) The hierarchical sampling method is used to select people who appear most willing to participate. B) Representativeness is the key determinant of who participates. C) A researcher uses personal judgment to select participants. D) Every member of the population is included in the sample. E) Each member of the population has some chance of being included in the sample.

C) A researcher uses personal judgment to select participants.

Which of the following statements about the product and supplier selection stage of the business buying decision process is true? A) Price is the only factor businesses consider before making a purchase decision. B) Even companies that have adopted a total quality management approach consider price to be the most important determinant of who to buy from. C) Before making a purchase decision, many businesses consider quality, reliability, durability, and after-the-sale service, as well as price. D) Because after-the-sale service is a negotiation point, it is not considered at this stage of the business buying decision process. E) Price and warranty are the only two factors businesses consider before making a purchase decision.

C) Before making a purchase decision, many businesses consider quality, reliability, durability, and after-the-sale service, as well as price.

________, the doing component of attitudes, involves a consumer's intention to do something, such as the intention to purchase or use a certain product. A) Affect B) Cognition C) Behavior D) Motivation E) Personality

C) Behavior

The group of American consumers born between 1979 and 1994 are often called ________. A) baby busters B) the silent majority C) Generation Y D) tweens E) Generation X

C) Generation Y

________ occurs when two or more goods are necessary to create a product. A) Inelastic demand B) Fluctuating demand C) Joint demand D) Elastic demand E) Economic demand

C) Joint demand

Which of the following is a true statement about trends related to gender segmentation? A) The education and income gap between men and women has closed in the latest recession. B) In the recent recession, women held about three in four of the jobs that were lost. C) Men are now increasingly likely to marry women with more education and income than they have. D) In recent decades, the economic gains of marriage have been greater for women than men. E) Women are now increasingly likely to marry men with more education and income than they have.

C) Men are now increasingly likely to marry women with more education and income than they have.

________ is a term for men who are keenly interested in fashion, home design, gourmet cooking, and personal care. A) Tween B) Buster C) Metrosexual D) Bachelor E) Slacker

C) Metrosexual

________ is a business practice in which a buyer shapes a supplier's products and operations to satisfy its needs. A) Reciprocity B) Functionalization C) Reverse marketing D) Bottom-up marketing E) Crowdsourcing

C) Reverse marketing

________ serve as visible markers to flaunt membership in higher social classes. A) Heuristics B) Psychographics C) Status symbols D) Reference groups E) Attitudes

C) Status symbols

Which of the following is NOT an example of business-to-business marketing? A) Scott Sign Systems sells interior signs to an Alabama resort. B) A municipal government buys chemicals for its city swimming pools. C) Sue buys a gift for her mother. D) A Canadian software company buys airline tickets to send a group of salespeople to make a presentation to a heavy equipment manufacturer in Japan. E) Airmark sells a vinyl printing press to a manufacturer of plastic bags.

C) Sue buys a gift for her mother.

How does habitual decision making differ from extended problem solving? A) Extended problem solving uses behavioral learning, while habitual decision making relies upon cognitive learning. B) Consumers engaged in extended problem solving perceive less risk than consumers involved in habitual decision making. C) The level of involvement for habitual decision making is lower than it is for extended problem solving. D) Habitual decision making involves significant cognitive dissonance, while extended problem solving rarely involves cognitive dissonance. E) Consumers who are seeking to develop their loyalty to a brand would be more likely to make habitual decisions than use extended problem solving.

C) The level of involvement for habitual decision making is lower than it is for extended problem solving.

Learning is ________. A) an internal state that drives us to satisfy needs B) the process by which people select, organize, and interpret information from the outside world C) a change in behavior caused by information or experience D) a lasting evaluation of a person, object, or issue E) the set of unique psychological characteristics that consistently influence the way a person responds to situations in the environment

C) a change in behavior caused by information or experience

Which of the following most accurately describes PRIZM? A) a method of removing heterogeneous variables from a target market B) a method of data mining used to implement market development strategies C) a database that classifies the U.S. population into segments based on socioeconomic data and lifestyle attributes D) a database that classifies the international population into segments based on demographic and geographic characteristics E) a positioning strategy used in the introduction of new consumer products

C) a database that classifies the U.S. population into segments based on socioeconomic data and lifestyle attributes

Which of the following would most likely be used by a hacker to intercept and read online communications? A) back-translation B) encryption C) a sniffer D) authentication E) a firewall

C) a sniffer

According to your text, a metrosexual is ________. A) a member of the mass-class with greater purchasing power and more access to high quality goods B) a man who does not adhere to his culture's evolving gender roles C) a straight, urban man who is interested in fashion, home design, gourmet cooking, and personal care D) an "average Joe" who is conscious of many everyday lifestyle decisions but isn't overly concerned with fitting into cultural trends E) a straight, suburban man who adheres to his culture's traditional gender roles

C) a straight, urban man who is interested in fashion, home design, gourmet cooking, and personal care

During the ________ stage of the business buying decision process, total spending for the product is considered. A) request for proposal B) information search C) alternative evaluation D) supplier selection E) product selection

C) alternative evaluation

The first step in developing a positioning strategy is to ________. A) set the marketing communications budget B) identify segmentation variables C) analyze the competitors' positions in the marketplace D) describe a product with a competitive advantage E) create target markets

C) analyze the competitors' positions in the marketplace

Baby boomers ________. A) were born between 1965 and 1976 B) are currently in their 30s and 40s C) are important to marketers because of the size and wealth of the segment D) are 75 or older E) are the parents of Generation X, not Generation Y

C) are important to marketers because of the size and wealth of the segment

People's moods and behaviors are strongly influenced by their physical surrounding. Two dimensions, ________, determine whether a shopper will react positively or negatively to a store environment. A) color and size B) size and activity C) arousal and pleasure D) perceived risk and level of involvement E) motivation and self-concept

C) arousal and pleasure

Juana looked at her September issue of O magazine and did not see anything of interest. However, after her mother was diagnosed with bipolar disorder, Juana found the issue extremely interesting because it offered advice on how to help people who are suffering from this problem. The fact that the boring issue became quite interesting is most directly due to a change in Juana's ________. A) exposure B) cultural values C) attention D) personality E) self-concept

C) attention

If Sam described Coca-Cola as an all-American, Pepsi-Cola as a young daredevil, and Dr. Pepper as a nonconformist, he would be describing the sodas' ________. A) VALS2 profiles B) target markets C) brand personalities D) NAICS classifications E) trade promotions

C) brand personalities

A(n) ________ is a distinct image that captures the character and benefits of a good or service. A) perceptual map B) target market C) brand personality D) segment profile E) trade promotion

C) brand personality

A(n) ________ identifies the degree of effort required of the firm's personnel to collect information and make a purchase decision. A) needs hierarchy B) purchase continuum C) buy class framework D) buying center continuum E) need-response framework

C) buy class framework

The group of people in the organization who participate in the purchase decision-making process is referred to as the ________. A) buyer institution B) resource center C) buying center D) purchasing hierarchy E) purchasing office

C) buying center

A company did a comprehensive examination of how pit crews in an auto race work to quickly get a racecar into the pit area, gas the car, perform other maintenance, and get the car back on the track. The company wanted to see if it could adapt some of the teamwork techniques used by pit crews to speed up its order processing. The company conducted a(n) ________. A) focus group B) concept test C) case study D) worker intercept E) ethnographic study

C) case study

The first step in the marketing research process is to ________. A) determine how data will be collected B) select samples C) clearly understand the information needed by managers D) set the mission statement for the research E) determine a research design

C) clearly understand the information needed by managers

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) perceived risk B) multitasking C) cognitive dissonance D) sensory marketing E) consumerism

C) cognitive dissonance

A survey questioned men and women to determine how each group felt about low-fat foods advertising on television. The results from male and female respondents were examined separately to see if their responses were different. The research results were analyzed using ________. A) ethnographic techniques B) single-source data methods C) cross-tabulation D) standard correlation calculations E) projective techniques

C) cross-tabulation

An industrial manufacturer that works with one or a few large clients and develops products that only these clients will use is most likely to implement a(n) ________ strategy. A) undifferentiated targeting B) homogeneous C) custom marketing D) bottom-of-pyramid E) differentiated targeting

C) custom marketing

CRM stands for ________. A) consumer relationship marketing B) consumer retention management C) customer relationship management D) customer retention marketing E) consumer response management

C) customer relationship management

The ________ is the member of the buying center who makes the final decision. A) buyer B) gatekeeper C) decider D) user E) influencer

C) decider

Which member of the buying center typically has the most power? A) buyer B) gatekeeper C) decider D) initiator E) influencer

C) decider

Many businesses today are abandoning traditional business attire and allowing their employees to come to work in business casual that typically does not include ties, cufflinks, or business suits. There has been a decrease in the sale of silk ties as a result of this cultural trend. A decrease in consumer demand for silk ties has led to a decrease in demand for silk because the demand for silk is ________. A) independent B) micro-dependent C) derived D) inelastic E) fixed

C) derived

The success of one company in one industry may depend on another company in a different industry. This dependence creates ________. A) inelastic demand B) value-added demand C) derived demand D) micro-dependent demand E) elasticity

C) derived demand

In one-to-one marketing, after a marketer has identified customers and knows them in as much detail as possible, the next step is for the marketer to ________. A) interact with the customers and find ways to improve cost efficiency B) make efficiency of interactions with customers the priority C) differentiate these customers in terms of both their needs and their value to the company D) customize some aspects of the products or services offered to each customer E) implement a mass customization program

C) differentiate these customers in terms of both their needs and their value to the company

Business-to-business ________ refers to Internet exchanges between two or more businesses or organizations. A) social media B) outsourcing C) e-commerce D) reciprocity E) buyclass

C) e-commerce

To purchase an item from an Internet site, you will be asked to provide a credit card number. Because of ________, a computer hacker who intercepts this number as it is being sent to the seller would likely see £D¥$&0PDJLJL, or something equally as meaningless. A) decoding B) back-translation C) encryption D) the firewall E) reverse encoding

C) encryption

Business-to-business markets do NOT include ________. A) manufacturers B) wholesalers C) end consumers D) retailers E) government agencies

C) end consumers

African Americans, Hispanic Americans, and Asian Americans are all examples of ________ demographic segments. A) life cycle B) psychographic C) ethnicity D) social class E) geocoding

C) ethnicity

A consumer identifies evaluative criteria during the ________ step of the consumer decision-making process. A) problem recognition B) information search C) evaluation of alternatives D) product choice E) postpurchase evaluation

C) evaluation of alternatives

A consumer who is armed with information and is narrowing down his choices and comparing the pros and cons of each remaining option is in the ________ step of the consumer decision-making process. A) problem recognition B) information search C) evaluation of alternatives D) product choice E) postpurchase evaluation

C) evaluation of alternatives

Marketers would be most likely to use ________ to come up with ideas for new strategies and opportunities or to get a better understanding of a problem they are currently experiencing with a product. A) experimental research B) experiential research C) exploratory research D) causal research E) secondary research

C) exploratory research

Which of the following is most likely to involve in-depth surveying or observation of a few consumers who fit the profile of the "typical" customer? A) data mining B) syndicated research C) exploratory research D) causal research E) descriptive research

C) exploratory research

A company uses a(n) ________ to allow certain suppliers, customers, and others outside the organization to access its internal system. A) corporate Web site B) search engine C) extranet D) private exchange E) intranet

C) extranet

A(n) ________ can be especially useful for companies that need to have secure communications with their dealers, distributors, and/or franchisees. A) intranet B) social networking site C) extranet D) virtual trade show E) buying center

C) extranet

Pace Hardware uses Learningnow.com to improve sales force effectiveness and facilitate sharing of expertise. It allows Pace retailers to link with other Pace retailers to ask for managerial and marketing advice. It also allows Pace retailers to ask their suppliers about product usage, deliveries, and warranties, and it allows suppliers to send new-product information directly to Pace retailers. Pace Hardware is using a(n) ________. A) intranet B) search engine C) extranet D) sniffer E) crowdsource

C) extranet

Singles of any age are more likely to spend money on expensive cars, entertainment, and recreation, while new parents spend money on baby furniture. These purchases reflect the different stages of the ________. A) lifestyle spectrum B) personality spectrum C) family life cycle D) social class hierarchy E) self-concept cycle

C) family life cycle

When he was a twenty-year-old bachelor, Hugh Atwater had different consumer needs than he did when he married at twenty six, fathered twins at twenty eight, and divorced at thirty seven. These changes in Atwater's consumer needs are directly related to changes in his ________. A) reference group B) adoption stage C) family life cycle D) subculture E) microculture

C) family life cycle

A company that makes unfounded claims about the environmental impact of its products is most likely to be accused of ________. A) environmental stewardship B) violating the Kyoto Protocol C) greenwashing D) consumerism E) environmentalism

C) greenwashing

The North American Industry Classification System (NAICS) ________. A) is a replacement for the Better Business Bureau B) was developed in Europe C) includes information about industries in Mexico, Canada, and the United States D) uses a two-digit code that sorts industries into subsectors E) is a listing of consumer products

C) includes information about industries in Mexico, Canada, and the United States

A new-task buy ________. A) requires less time and effort than a modified rebuy B) cannot be used if the buyer uses single sourcing C) is characterized by uncertainty and high risk D) is similar to routine decision making in the consumer market E) begins with a SWOT analysis

C) is characterized by uncertainty and high risk

A rifle manufacturer needs muzzles, trigger mechanisms, and wooden gunstocks to produce rifles. Without these items the manufacturer cannot produce its rifles. It will reduce its demand for trigger mechanisms and gunstocks if suppliers are unable to sell the muzzles it needs. This is an example of ________ demand. A) reverse B) synergistic C) joint D) reciprocal E) inelastic

C) joint

Descriptive research using a ________ design tracks the responses of the same sample of respondents over time. A) latitudinal B) cause-and-effect C) longitudinal D) cross-sectional E) hierarchical

C) longitudinal

Which of the following data collection methods is generally the least flexible? A) telephone interviewing B) face-to-face interviewing C) mail questionnaires D) online questionnaires E) mall intercepts

C) mail questionnaires

Which of the following refers to the hundreds of millions of global consumers who now have a level of purchasing power that allows them to afford high-quality products offered by multinational companies? A) reference group B) social class C) mass-class D) green market E) microculture

C) mass-class

Although much of the equipment used by dentists is thrown away after one use, many of the instruments used to clean teeth, fill cavities, and deal with impactions and other dental problems are made of steel and must be sterilized. A dentist is considering replacing his conventional steam sterilizer with a chemical sterilizer that cleans without rusting or corroding instruments. Because the dentist is already familiar with sterilizers, he is looking to find the best price possible on a chemical sterilizer. He is engaged in a ________. A) straight rebuy B) customer-reference purchase C) modified rebuy D) reciprocal purchase E) reverse marketing purchase

C) modified rebuy

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) straight rebuy B) customer-reference purchase C) modified rebuy D) reciprocal purchase E) reverse marketing purchase

C) modified rebuy

A vehicle manufacturer often won't buy a new product from a supplier unless the supplier's competitors are also capable of making the same item. The manufacturer is using ________. A) single sourcing B) crowdsourcing C) multiple sourcing D) customer reference programming E) reciprocity

C) multiple sourcing

Straight rebuys ________. A) are the most complex of purchase types because they require customer relationship management B) are more complex than new-task buys C) often involve products with low risks D) involve recruiting new vendors E) are the B2B version of comparison shopping in the consumer market

C) often involve products with low risks

Consumer behavior is best described as a(n) ________ process. A) impersonal B) subliminal C) ongoing D) affective E) cognitive

C) ongoing

Not-for-profit institutions such as the Salvation Army and the Red Cross belong to the ________ class of B2B consumers. A) raw material B) producer C) organization D) commerce E) reseller

C) organization

Marketers often use generational marketing because members of a generation tend to share the same ________. A) lifestyle B) income and social class C) outlook and priorities D) psychographics and usage patterns E) geodemographics

C) outlook and priorities

Which of the following is the lowest level of needs on Maslow's hierarchy of needs? A) social needs B) ego needs C) physiological needs D) self-actualization needs E) belongingness needs

C) physiological needs

Saturn is "a different kind of company, different kind of a car"; the Hummer is "like nothing else." These statements indicate a firm's ________. A) product portfolio B) target markets C) positioning D) brand personality E) segmentation

C) positioning

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

C) primary data

The 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) problem recognition D) problem screening E) information search

C) problem recognition

John Herr's company has standardized the size of its paper bags so that each bag can be used in five to seven different store departments. This approach to cost reduction likely took place in the ________ stage of the business buying process. A) problem recognition B) buying center formation C) product specification D) supplier selection E) request for proposal

C) product specification

Cellular providers who have begun signing deals with business partners wanting to market products based on specific phone users' locations and calling habits are participating in a new trend called ________. A) telemarketing B) data warehousing C) reality mining D) virtual mining E) prediction marketing

C) reality mining

Whether a sample can be categorized as a probability sample or a nonprobability sample depends on the ________ of the sample. A) validity B) responsiveness C) representativeness D) flexibility E) reliability

C) representativeness

Johnson Controls, Inc. produces the seats for the Dodge Neon. Although Johnson initially was able to meet Dodge's cost target, it was not able to meet its safety, weight, and comfort specifications. Engineers from Dodge visited the Johnson plant and worked with its design people to create a seat that met all of the technical requirements at a cost that both could agree on. Johnson Controls and Dodge engaged in ________. A) reciprocity B) functionalization C) reverse marketing D) crowdsourcing E) multiple sourcing

C) reverse marketing

Marketers use ________ to identify which key words consumers use most in their searches and then edit their site's content to increase its relevance to those words. A) shopbots B) heuristics C) search engine optimization D) search engine marketing E) sponsored search ads

C) search engine optimization

Both B2C and B2B e-commerce companies are making sure that only authorized individuals are allowed to access a site and place an order. These companies are concerned with ________. A) single sourcing B) straight rebuys C) security issues D) private exchanges E) search engines

C) security issues

A(n) ________ would probably include customer demographics, location, lifestyle information, and a description of how frequently the customer buys the product. A) geocode B) NAICS classification C) segment profile D) internal market audit E) customer guide

C) segment profile

The Wright Bros. Collection is a catalog retailer that sells clothing and collectibles to aviation enthusiasts. Its ________ might be men and women between the ages of 25 and 55 who are risk takers. They belong to organizations such as the American Legion, the VFW, and the National Rifle Association of America. They are either pilots themselves or have close ties to a pilot. They prefer camping to taking a luxury cruise. Annually, they spend $900 on items purchased from nonstore retailers. A) value analysis B) customer potential assessment C) segment profile D) internal market audit E) brand personality

C) segment profile

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

C) self-concept

Companies that successfully practice customer relationship management measure success by ________. A) share of market and market growth rate B) business potential and industry potential C) share of customer and lifetime value of the customer D) PRIZM and VALS2 E) cost of customer and duration of relationship with customer

C) share of customer and lifetime value of the customer

LinkedIn, Twitter, and Facebook are all examples of ________. A) viral techniques B) professional networking sites C) social networking sites D) private exchanges E) Webinars

C) social networking sites

A marketing decision support system (MDSS) is a(n) ________. A) basic system used by companies that do not have the resources to develop a marketing information system (MIS) B) popular syndicated research report purchased by most major media companies C) sophisticated information system that allows marketing managers to use statistical and modeling software tools D) type of custom research report often called for in the marketing research process E) data warehouse used to support a marketing information system (MIS)

C) sophisticated information system that allows marketing managers to use statistical and modeling software tools

A ________ sample is a type of probability sample in which a researcher divides the population into segments that relate to the study's topic. A) systematic B) convenience C) stratified D) quota E) simple random

C) stratified

Your text describes the two main primary data collection methods as ________. A) descriptive and exploratory B) causal and descriptive C) survey and observation D) direct and indirect E) impersonal and personal

C) survey and observation

Nielsen compiles ratings of television shows and then sells the information to many firms. Nielsen conducts ________. A) custom research B) case study research C) syndicated research D) exploratory research E) ethnographic research

C) syndicated research

Which of the following is the process of evaluating and selecting the most viable market segment to enter? A) segmentation B) differentiation C) targeting D) market mixing E) positioning

C) targeting

The set of stages through which family members pass as they grow older is referred to as ________. A) self-esteem B) social class C) the family life cycle D) the self-concept E) the psychographic cycle

C) the family life cycle

Which component of the marketing research process determines the consumer population that a company will study? A) the research design B) the sampling method C) the research objective D) the collection method E) the sampling design

C) the research objective

Which of the following makes consumers responsive to marketing innovations that allow them to shop more efficiently? A) reference grouping B) consumerism C) time poverty D) subliminal motivation E) affect

C) time poverty

During tax season, you're likely to see more TurboTax ads on Google pages, even if you aren't searching for tax software. This is an example of ________ segmentation. A) geodemographic B) psychographic C) usage occasion D) demographic E) geocoding

C) usage occasion

Which of the following is an advantage of using single sourcing? A) Suppliers are more likely to remain cost-competitive. B) Buyers are less reliant on one firm to deliver the needed goods without interruption. C) The buyer and seller agree to be each other's customers. D) Consistency of quality of materials input into the product process is greater. E) Buyers have other suppliers to fall back on if one supplier fails.

D) Consistency of quality of materials input into the product process is greater.

________ are a method for tracking what computer users do at various Web sites and which sites they visit. A) Projective techniques B) People meters C) Predictive techniques D) Cookies E) Search engines

D) Cookies

________ is the financial value of a customer throughout the lifetime of the customer relationship. A) Share of customer B) The customer perceptual map C) CRM D) Customer equity E) The 80/20 rule

D) Customer equity

A building supply company has many high-volume customers and many low-volume customers. A CRM system would be LEAST likely to help the company management decide to use which of the following methods for communicating with low-volume customers? A) Every November, send each customer a new calendar that has the phone number of the building supply company printed on the cover. B) Once or twice a year, mail a new product catalog to each customer. C) Every few months, have a customer service representative from the building supply company call each customer. D) Have a sales representative make a personal one-on-one appointment with every low-volume customer at least twice a month. E) Give each low-volume customer the company Web address to check building supply products sold by the company.

D) Have a sales representative make a personal one-on-one appointment with every low-volume customer at least twice a month.

Which of the following is a question that a marketing manager would use an MDSS rather than an MIS to answer? A) What were our company sales of each of our products during the past month? B) What are the best media for reaching a high percentage of heavy users of our product? C) What changes in sales are happening in our industry? D) If we change our media schedule by replacing a certain media buy with a new media buy, will we reach more users of our product? E) What are the demographic characteristics of consumers whose purchase patterns are changing the most?

D) If we change our media schedule by replacing a certain media buy with a new media buy, will we reach more users of our product?

Which of the following is geared primarily to corporate professionals? A) Facebook B) Twitter C) podcasts D) LinkedIn E) blogs

D) LinkedIn

Which of the following statements regarding marketing intelligence is true? A) Marketing intelligence is privately held information. B) Most companies collect marketing intelligence on an annual or semi-annual basis. C) All marketing intelligence is free. D) Most marketing intelligence is publicly available information. E) Marketing intelligence gathering is more focused on gaining insights into consumer activities than competitors' activities.

D) Most marketing intelligence is publicly available information.

________ are B2B customers for raw materials. A) Resellers B) Resuppliers C) Retailers D) Producers E) End consumers

D) Producers

________ is the extent to which research measurement techniques are free of errors. A) Flexibility B) Validity C) Responsiveness D) Reliability E) Representativeness

D) Reliability

________ are traditionally practiced by many universities each year and include activities such as the engineering students at the University of Missouri at Rolla parading through town with shillelaghs on St. Patrick's Day. A) Heuristics B) Psychographics C) Mass-classes D) Rituals E) Cultural values

D) Rituals

Which of the following statements about the steps in the target marketing process is true? A) The first step in the target marketing process is setting marketing objectives. B) There are four steps in the target marketing process. C) The second step in the target marketing process is the identification of all segmentation variables. D) The final step in the target marketing process is positioning. E) The target marketing process is not related to positioning.

D) The final step in the target marketing process is positioning.

Which of the following is a true statement about the steps in the marketing research process? A) The research design should be determined before the problem is defined. B) The last step is to analyze and interpret the data. C) The first step is selecting a method of data collection. D) The first step is defining the research problem. E) The data must be collected before the sample can be designed.

D) The first step is defining the research problem.

Which of the following statements about perception is true? A) Perception is a sociocultural influence on consumer purchase decisions. B) Perception is unrelated to any sense other than sight. C) If a marketer can reach a consumer with a message, then the marketer knows the consumer will interpret it correctly. D) There is no perception without exposure. E) Research shows that subliminal messages are just as likely to be perceived as any other type of message.

D) There is no perception without exposure.

Which of the following is true of focus groups? A) They are typically conducted in mall settings. B) They are a type of descriptive research. C) They are a type of one-on-one interview. D) They are used to gather exploratory data. E) They do not use a discussion leader.

D) They are used to gather exploratory data.

According to recent research, which one of the following are business buyers least likely to use for business purposes? A) webinars B) podcasts C) LinkedIn D) Twitter E) online ratings and reviews

D) Twitter

An attitude is ________. A) an internal state that drives us to satisfy needs B) the process by which people select, organize, and interpret information from the outside world C) a change in behavior caused by information or experience D) a lasting evaluation of a person, object, or issue E) the set of unique psychological characteristics that consistently influence the way a person responds to situations in the environment

D) a lasting evaluation of a person, object, or issue

Every six months, Doug is asked to fill out a survey which asks when he expects to buy a new vehicle and what type and model he plans to purchase. Doug, along with a group of consumers with similar buying habits, has been participating in this survey for the last eight years. The gathering of this quantitative data is an example of descriptive research using ________. A) a hierarchical format B) a cross-sectional design C) latitudinal tracking D) a longitudinal design E) ethnography

D) a longitudinal design

Which of the following is the method by which marketers collect available information about what is going on in the world that is relevant to their business? A) a marketing decision support system B) marketing management C) longitudinal research D) a marketing intelligence system E) data mining

D) a marketing intelligence system

A group of investors wants to bring a minor league baseball team to a community of 100,000 to create hometown spirit and offer a new form of family entertainment. The group surveyed people in the community to see if they would attend the games, how frequently they would attend, and whether the location of the proposed baseball stadium was acceptable. This survey is an example of ________. A) data mining B) a secondary internal source C) longitudinal data D) a primary data source E) a secondary external source

D) a primary data source

Demographic variables are so frequently used in market segmentation because they ________. A) create smaller segments than other methods do B) create more easily reached segments than other methods do C) do not involve stereotypes D) are easy to measure in comparison to many other methods E) involve fewer attributes to consider than other methods do

D) are easy to measure in comparison to many other methods

Several years ago, when the California raisin growers faced a surplus of raisins, they realized the problem resulted from consumers' evaluation of raisins as boring. To change consumers' ________ raisins, the California Raisin Advisory Board created the dancing raisins. A) motivation for B) self-concept of C) personality profiles of D) attitude toward E) conditioning toward

D) attitude toward

Classical conditioning and operant conditioning are both examples of ________. A) cognitive dissonance theories B) heuristics C) psychographics D) behavioral learning E) observational learning

D) behavioral learning

Consumers who feel that it's not worth the effort to consider any brands competing with their favorite brands are ________. A) lacking any evaluative criteria B) involved in extended problem solving C) unlikely to have cognitive dissonance D) brand loyal E) brand indifferent

D) brand loyal

Marketers use ________ when they want to determine if a change in one thing is responsible for a change in something else. A) ethnography B) predictive techniques C) descriptive research D) causal research E) exploratory research

D) causal research

Which of the following is NOT considered a source of marketing intelligence? A) distributors B) industry trade publications C) customers D) causal research E) activities of competitors

D) causal research

When a customer feels regret after purchasing a product, she is experiencing ________. A) psychography B) a heuristic C) an operant reaction D) cognitive dissonance E) a conditioned response

D) cognitive dissonance

To evaluate the different target segments your company is considering, you would look at all of the following factors EXCEPT which one? A) segment size B) segment growth C) segment reachability D) company culture E) company resources

D) company culture

Superior image, unique product features, and better service are all examples of ________. A) brand personalities B) brand positions C) perceptual maps D) competitive advantages E) customer touchpoints

D) competitive advantages

Which of the following is NOT one of the four main applications of data mining for marketers? A) customer retention B) customer acquisition C) customer abandonment D) competitive intelligence E) market basket analysis

D) competitive intelligence

Favorite Memories is a small company that specializes in serving women over the age of 50 who are special occasion gift shoppers overlooked by major competitors. Which of the following best describes Favorite Memories' market targeting strategy? A) undifferentiated targeting B) custom marketing C) differentiated targeting D) concentrated targeting E) mass customization

D) concentrated targeting

Which of the following is the process individuals or groups go through to select, purchase, use, and dispose of goods, services, ideas, or experience to satisfy their needs and desires? A) the consumer decision-making process B) the family life cycle C) cognitive dissonance D) consumer behavior E) extended problem solving

D) consumer behavior

A Miami restaurant has created atmosphere through its subtle use of blue and green lighting, ceiling fans over each table, and frozen drinks. If its electrical energy supplier raises its prices, the restaurant will most likely ________. A) continue its present operation because it has an elastic demand for electricity B) ask other Miami restaurants to create a derived demand for cheaper electricity C) decide to find other ways to use electricity D) continue its present operation because it has an inelastic demand for electricity E) remove its lighting, turn off its fans, and economize on its use of electricity

D) continue its present operation because it has an inelastic demand for electricity

Which of the following is NOT an advantage of online questionnaires? A) speed B) low costs C) almost instantaneous results D) control over who respondents are E) no geographic restrictions

D) control over who respondents are

Companies are most likely to use data mining results identifying unprofitable customers for ________. A) customer retention B) customer loyalty C) customer acquisition D) customer abandonment E) market basket analysis

D) customer abandonment

An increasing number of companies are considering their relationships with customers as financial assets. Such firms measure success by calculating the value of their ________. A) CRM B) VALS 2 C) brand personality D) customer equity E) positioning

D) customer equity

To determine ________, firms compare the investments they make in acquiring and retaining customers to the financial return on those investments. A) segmentation B) share of customer C) brand personality D) customer equity E) positioning

D) customer equity

RBC Royal Bank wanted to evaluate the financial value of its substantial personal customer base to determine which type of customers were the most valuable to the bank. To do this, the bank looked at revenues and expenses from each of its financial products, including loans and credit card usage. To identify and then analyze this information, the bank utilized the MIS analysis technique called ________. A) data warehousing B) marketing research C) probability sampling D) data mining E) market basket analyzing

D) data mining

Which of the following lists the three important components of a basic marketing information system (MIS)? A) competitive intelligence, internal records, and all sales personnel B) existing data, market researchers to gather more data, and the technology to convert those data into information C) managers at all levels, corporate culture, and internal data D) data, computer hardware and software, and output for marketing decision makers E) information resources, technical experts, and marketing managers

D) data, computer hardware and software, and output for marketing decision makers

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 in the buying center, that of ________ and ________. A) user; buyer B) buyer; influencer C) buyer; user D) decider; buyer E) gatekeeper; influencer

D) decider; buyer

A retailer that wanted to target prospective grooms between the ages of 21 and 40 who are within six months of their marriage is using ________ segmentation to define its target market. A) lifestyle B) behavioral C) socioeconomic D) demographic E) ethnicity

D) demographic

In developing a new shoe, Reebok targeted the youth market. It used ________ segmentation to define its target market. A) lifestyle B) behavioral C) socioeconomic D) demographic E) psychographic

D) demographic

When many men in the baby boomer segment started getting gray hair, they were reluctant to use hair dyes made for women even though they were just as eager as women to fight the aging process. To address this reluctance, hair care product manufacturers introduced hair dying systems for men to use on their head and their facial hair. The hair care product manufacturers used ________ segmentation to define their target markets. A) lifestyle B) behavioral C) socioeconomic D) demographic E) psychographic

D) demographic

A perceptual map is used to ________. A) compare and contrast consumer psychographic segments B) create consumer cross-tabulations for marketing research C) locate consumers within a primary metropolitan statistical area (PMSA) D) determine how consumers position products in relation to one another E) identify the critical stage of the targeting process for the marketer

D) determine how consumers position products in relation to one another

Using a ________ targeting strategy, a company develops one or more products for each of several customer groups with different product needs. A) fragmented B) homogeneous C) custom D) differentiated E) mass customization

D) differentiated

Researchers design ________ to test predicted relationships among variables in a controlled environment. A) longitudinal assessments B) statistical models C) multidimensional scales D) experiments E) perceptual maps

D) experiments

Brand loyalty in the product choice step of the consumer decision-making process is an example of a ________. A) psychographic B) consumer expectation C) cognitive dissonance D) heuristic E) behavioral target

D) heuristic

Country of origin is a ________ some consumers use to decide what brand to buy. A) psychographic B) demographic C) postpurchase evaluation D) heuristic E) behavioral target

D) heuristic

Ruth loves to bake homemade breads. She will use only Pillsbury flour because that's the brand her mother, the best baker Ruth ever knew, always used. Ruth's brand loyalty is a type of ________. A) behavioral targeting B) core competency C) cognitive dissonance D) heuristic E) self-esteem

D) heuristic

Consumers often rely on decision guidelines, or mental rules-of-thumb, when weighing the merits of competing brands. These rules are referred to as ________. A) evaluative criteria B) attitudes C) affects D) heuristics E) cognitions

D) heuristics

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) human needs

A company's first step in customer relationship management should be to ________. A) rank its customers in terms of sales volume B) identify customers that cost the company money C) identify types of transactions and determine which will be abandoned D) identify customers and get to know them in as much detail as possible E) determine which aspect of the product will be customized to meet the individual needs of its customers

D) identify customers and get to know them in as much detail as possible

A sign company creates and prints the full-sized vinyl sheets that make it quick and easy to change the promotion on a billboard. If a change in the price of petroleum (a necessary ingredient for the production of plastic) forced manufacturers of vinyl sheets to increase their price by 20 percent, the company would still need to buy the same amount to meet its customers' needs. Therefore, demand for vinyl sheets by companies that use this product to create billboard ads is ________. A) elastic B) joint C) independent D) inelastic E) fixed

D) inelastic

Demand in B2B markets is mostly ________ because what a firm sells is often just one of the many parts or materials that go into producing the consumer product. A) elastic B) static C) fixed D) inelastic E) fluctuating

D) inelastic

When a product has ________ demand, an increase or decrease in the price of the product has little or no effect on the demand for the product. A) elastic B) joint C) derived D) inelastic E) fixed

D) inelastic

Which of the following refers to the process of assigning meaning to a stimulus? A) cognition B) attention C) affect D) interpretation E) exposure

D) interpretation

A(n) ________ is an internal corporate communication network that uses Internet technology to link company departments, employees, and databases. A) social network B) affiliate program C) horizontal user network D) intranet E) marketing decision support system

D) intranet

Many companies maintain ________, which are internal corporate computer networks that use Internet technology to link company departments, employees, and databases. A) Web sites B) search engines C) extranets D) intranets E) private exchanges

D) intranets

The Asian American segment of the population ________. A) is the largest ethnic market segment B) does not yet receive significant attention from marketers C) has declined in the last 10 years D) is the fastest growing minority group in the United States E) is too geographically dispersed to form a meaningful market segment

D) is the fastest growing minority group in the United States

A(n) ________ can use multidimensional scaling to create perceptual maps. A) intranet analysis B) marketing information system C) data warehouse D) marketing decision support system E) competitive intelligence system

D) marketing decision support system

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) syndicated research D) marketing information system E) marketing intelligence system

D) marketing information system

Using ________, a company modifies a basic good or service to meet the needs of a specific individual customer. A) undifferentiated targeting B) positioning C) custom marketing D) mass customization E) differentiated targeting

D) mass customization

When Gap, Inc. was developing the concept for its chain of Old Navy stores, the company gave employees who fit the desired Old Navy customer profile $200 apiece. They set them loose on a shopping spree, and then interviewed them about what they had bought so these products would be on the Old Navy shelves when the stores opened. Gap, Inc. utilized what format of participant sampling? A) probability sampling B) systematic sampling C) stratified sampling D) nonprobability sampling E) simple random sampling

D) nonprobability sampling

Which of the following is NOT a survey method for data collection? A) online questionnaires B) mail questionnaires C) mall intercepts D) observations E) face-to-face interviews

D) observations

Nicknames, birthdates, and spouses' names are all examples of obvious ________. A) firewalls B) encryptions C) sniffers D) passwords E) blogs

D) passwords

Cognitive learning theories assume that ________. A) learning occurs when people realize their actions result in rewards or punishments B) learning takes place as the result of connections we form between events C) the most important component of learning is directed by cognition D) people are problem solvers who do more than passively react to associations between stimuli E) the individual takes a passive role during the learning process

D) people are problem solvers who do more than passively react to associations between stimuli

Sometimes supplier selection is based on ________, which means a buyer and a seller agree to purchase each other's goods and services even though the terms of the sales may not be the best available. A) requisition B) reciprocity C) customer references D) outsourcing E) reverse marketing

reciprocity

________ is the feeling component of attitudes. A) Affect B) Cognition C) Behavior D) Motivation E) Personality

A) Affect

________ is the marketing of goods and services that businesses and other organizations buy for purposes other than personal consumption. A) Business-to-business marketing B) Just in time (JIT) marketing C) Single sourcing D) Retailing E) Outsourcing

A) Business-to-business marketing

________ purchases are much greater than ________ purchases, both in the quantity of items ordered and how much they cost. A) Business; consumer B) Organizational; nonorganizational C) Online; offline D) Not-for-profit; for-profit E) Joint; derived

A) Business; consumer

The dentist's office calling to remind you of your scheduled appointment for the next day is an example of ________. A) CRM B) customer equity C) undifferentiated targeting D) share of customer E) repositioning

A) CRM

Which of the following statements about the lifetime value of a customer is true? A) CRM helps companies identify their customers' lifetime value. B) All customers have the same lifetime value. C) A customer's lifetime value is easy to calculate. D) A company can either increase customer share or a customer's lifetime value, but not both. E) The value of the customer is related to the value of the brand.

A) CRM helps companies identify their customers' lifetime value.

The owner of a pet grooming salon wants to calculate customer equity. Which of the following would be a step the owner of this pet grooming salon should complete? A) Compare investments made by the salon owner in acquiring the customer to the total amount of purchases made by the customer. B) Compare investments made by the salon owner to retain this customer to the total amount of taxes the salon owner pays. C) Ask the customer if she is planning on getting any new pets. D) Investigate how many other pet grooming salons are within five miles to determine the likelihood of this pet owner returning to this salon. E) Determine the age of the pet to estimate how much longer this customer may need the services of the salon.

A) Compare investments made by the salon owner in acquiring the customer to the total amount of purchases made by the customer.

________ are deeply held beliefs about right and wrong ways to live. A) Cultural values B) Needs C) Motivations D) Rituals E) Psychographics

A) Cultural values

What is a major drawback of probability sampling? A) It can be time consuming. B) The sample is proportionate to the population. 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.

A) It can be time consuming.

Which of the following best explains why marketers do not consider social class segments as strictly as they once did? A) Many consumers buy according to the social class image they wish to portray rather than according to where they actually fall in the social class framework. B) Due to the Great Recession, members of the upper class have become members of the middle class, and members of the middle class have become members of the lower class. C) Data related to social class is more complicated and difficult to obtain and analyze than it once was. D) Social class in the United States is more related to education and family history than to wealth. E) Members of the upper and middle classes are unlikely to be attracted to any products marketed toward members of the lower classes.

A) Many consumers buy according to the social class image they wish to portray rather than according to where they actually fall in the social class framework.