BA 317 midterm

During which phase of the marketing planning process does a firm identify and evaluate different opportunities by engaging in segmentation, targeting, and positioning? A.implementation phase B. control phase C. evaluation phase D. strategy phase E. planning phase

A.implementation phase

All of the following statements regarding marketing metrics are true except... A. they quantify a trend, dynamic or characteristic. B. they cannot be used to project the future. C. they can be used at various levels in an organization. D. they assist in comparing results among SBUs. E. they help a firm make appropriate adjustments to its marketing plan.

B. they cannot be used to project the future.

Wanda and Jim are working on a research project to anticipate customer attitudes toward a proposed new-product line for their company. They have worked with the marketing manager to determine the answers that are needed and have created a detailed design of the project. Their next logical step will be to... A. analyze the data. B. begin recommending changes to the new-product line based on ideas developed in the design phase. C. summarize their preliminary conclusions to present to managers. D. develop a budget. E. begin to collect data.

E. begin to collect data.

The marketing goal of getting the "right quantities to the right locations, at the right time" relates to... A. capturing value. B. managing price and performance. C. performing service marketing. D. communicating the value proposition. E. managing the supply chain.

E. managing the supply chain

Nadia stood outside the mall and asked people which stores they visited and if they bought anything. If they said yes, she asked them what they bought and how they came to the decision to buy that item. What form of research was Nadia most likely conducting? A. in-depth interviews B. focus group C. questionnaire D. biometrics E. experiment

A. in-depth interviews

In questionnaire design, a question such as "When was the first time you went to a dentist?" A. is a question that respondents cannot easily or accurately answer. B. is complex and something respondents may be unfamiliar with. C. is a question that respondents are reluctant to answer because the information is sensitive. D. leads respondents to a particular response. E. asks two questions at once.

A. is a question that respondents cannot easily or accurately answer.

Among the factors affecting the consumer decision-making process is the way consumers spend their time and money to live, otherwise known as A. lifestyle. B. external validation. C. the demonstration effect. D. conspicuous consumption. E. life standards.

A. lifestyle.

Paul subscribes to an Internet service that alerts him whenever other firms in his industry are quoted in the media. Paul is using this type of marketing research primarily to A. monitor his competitors. B. help him understand the needs of his customers. C. decide how to price his new products. D. provide a link between him and his production center. E. increase profits through the sale of syndicated data.

A. monitor his competitors.

E-books, in addition to being an alternative product form, provide __________ value creation since they can be downloaded via the Internet immediately when and where they are needed. A. place B. price C. promotion D. primary E. product

A. place

In 2006, Ford Motor Company announced it would severely cut back its automobile production. For parts companies supplying Ford its parts, this represented a(n)... A. threat. B. strength. C. opportunity. D. weakness. E. asset.

A. threat

The evolution of marketing progressed along the following continuum: A.production, sales, marketing, value-based marketing. B.sales, value-based marketing, marketing, production. C. sales, marketing, value-based marketing, production. D. value-based marketing, production, sales, marketing. E. marketing, value-based marketing, production, sales.

A.production, sales, marketing, value-based marketing.

Population estimates show that by the year 2050, nearly 30 percent of the population in the United States will come from which group? A. Pacific Islanders B. Hispanics C. Eastern Europeans D. Native Americans E. Asians

B. Hispanics

At one point in the evolution of marketing, the United States entered a buyer's market and the customer became king. Which era is being described? A. economics-oriented B. market-oriented C. value-based marketing D. sales-oriented E. production-oriented

B. market-oriented

Successful firms focus their efforts on satisfying customer needs that... A. are easiest to satisfy. B. provide minimal core value. C. match their core competencies. D. competitors have tried and failed to satisfy. E. are important to all generational cohorts.

C. match their core competencies.

Every year before he puts his boat in the water, James has his mechanic put a new battery in the boat. James is most likely concerned with __________ risk. A. physiological B. social C. performance D. financial E. psychological

C. performance

Malcolm is the campaign manager for a congressional candidate. He wants to know how voters across his district feel about recent sexual harassment scandals involving politicians. Malcolm will most likely use __________ to gather this type of data. A. experiments B. surveys C. census data D. observation E. voter registration data

B. surveys

If the inflation rate in Mexico was twice the rate in the United States, but the Mexican monetary authorities kept the peso-dollar exchange rate almost constant, which of the following would be true? A. The high inflation rate in Mexico would mean that its products would cost less overall. B. The high inflation rate in Mexico would increase its citizens' purchasing power. C. Mexican products would be more expensive, while U.S.-made products would become comparatively less expensive. D. U.S.-made products would become less attractive to purchase. E. Mexican products would be less expensive, while U.S.-made products would become comparatively more expensive.

C. Mexican products would be more expensive, while U.S.-made products would become comparatively less expensive.

Dawn flies regularly between Atlanta and Los Angeles. She almost always uses Delta Airlines and has lots of Delta Sky Miles credit (Delta's frequent-flyer program). Still, she uses an online fare comparison website each time to see if a competitor has a better price or a more convenient schedule. Dawn uses __________ to decide which airline to fly. A. social factors B. a noncompensatory decision rule C. a compensatory decision rule D. habitual decision making E. temporal factors

C. a compensatory decision rule

Julia is considering a career in marketing. She is concerned about the image of marketers as fast-talking, high-pressure people who care only about making a sale. When reading about the core aspects of marketing, Julia is relieved to see that in marketing A. promotion is the most important consideration, followed by pricing decisions B. customers are not considered until the product is ready for sale C. all parties to an exchange should be satisfied D. decisions are made regarding how a product is designed E. distribution is controlled by customers

C. all parties to an exchange should be satisfied

In questionnaire design, a question such as "Do you like Wendy's hamburgers and fries?" A. is complex and something respondents may be unfamiliar with. B. is a question that respondents cannot easily or accurately answer. C. asks two questions at once. D. steers respondents to a particular response. E. is a question that respondents are reluctant to answer because the information is sensitive.

C. asks two questions at once.

Insight Guides, a line of travel books, provides travelers with background information about people's beliefs, values, and customs in various parts of the world. Insight's books educate travelers about a country's... A. demographics. B. generational cohorts. C. culture. D. political parties. E. social concerns.

C. culture

The consumer buying process begins when... A. a consumer enters a store. B. a consumer's performance risk is minimized. C. consumers' functional needs are greater than their psychological needs. D. a consumer recognizes an unsatisfied need. E. learning follows perception.

D. a consumer recognizes an unsatisfied need.

Quincy had no idea how consumers would respond to a survey about attitudes toward a program opening up space travel to private citizens. He could use __________ to allow respondents to answer in their own words. A. a structured questionnaire B. an experiment C. secondary data D. a survey with open-ended questions E. an observational study

D. a survey with open-ended

Gerald's Tire Store sets itself apart from competitors by the extra attention it pays to retaining loyal customers by providing fast, courteous service in a clean, professional-looking environment. Gerald's has used this strategy for over 40 years, expanding to 15 outlets. Gerald's Tire Store has created a ___________ macro strategy to create and deliver value and to develop a sustainable competitive advantage. A.product excellence B. locational excellence C.diversification excellence D. customer excellence E. supply chain excellence

D. customer excellence

ABC Company knew that its customers were interested in environmentally friendly business practices, so it began marketing all of its products as environmentally friendly because they were made with all-natural ingredients, even though ABC's plant was one of the worst polluters in town. The new term for this practice is... A. deceptive advertising. B. enviromarketing. C. virtual greening. D. greenwashing. E. environmental exploitation.

D. greenwashing.

Paula is about to open a new hardware store. She is making decisions regarding lighting, colors, and layout of merchandise. Paula knows these __________ factors will influence consumers' purchase decisions. A. social B. postpurchase dissonance C. interpersonal D. store atmosphere E. extended habitual

D. store atmosphere

Shipping companies such as UPS, FedEx, and DHL support other firms' __________ marketing goals. A. retail management B. promotion C. value capture D. supply chain management E. value communication

D. supply chain management

Which of the following statements reflects the philosophy of the market-oriented era? A. the customer is king B. a good product will sell itself C. firms should focus on value D. firms should take advantage of a sellers market E. advertising and personal selling should be emphasized in order to make the sale.

A. the customer is king

The difference between a firm's immediate marketing environment and its macroenvironment is that the macroenvironment A. is easier to control. B. is external. C. is easier to understand. D. is internal. E. has fewer components.

B. is external.

Traditionally, marketing activities have been divided into product, price, place, and promotion. Select the term that best describes the four Ps. A. marketing mix B. marketing implementation C. marketing plan D. marketing era E. marketing channel

A marketing mix

Omar is responsible for marketing and marketing research for a midsized manufacturer of assemblies for the housing market. His boss has asked him to cut back expenses, especially in marketing research: "Why can't you just use information off the Internet? There's plenty out there." What is Omar's best response to try to get his boss to change his mind? A. "Those are secondary data, and they may not be as timely, accurate, and relevant as what we need. Our decisions may not be as good, and we'll run a huge risk." B. "We can try, but if it's wrong it's not my fault." C. "You should never use any information from the Internet in marketing research." D. "This is a matter of principle. I quit." E. "I'd rather not use any data at all than use secondary data."

A. "Those are secondary data, and they may not be as timely, accurate, and relevant as what we need. Our decisions may not be as good, and we'll run a huge risk."

Which ethnic group tends to be not only more affluent and suburban than previously thought, but also younger, with 47 percent between the ages of 18 and 49 years? A. African American B. Caucasian C. Pacific Islander D. Asian E. Hispanic

A. African American

________ is/are distinguished from the other generational cohorts in that the group's oldest members are now collecting Social Security. A. Baby Boomers B. Generation Y C. Generation W D. Generation Z E. Generation X

A. Baby Boomers

Select the statement that best describes the key traits of Generation Y. A. This generation varies the most in age, ranging from teenagers to adults who have their own families. B. Members of this generation—also known as Digital Natives—have had access to the Internet for their entire lives. C. This generation is the group that was born immediately after World War II. D. This generation was the first generation of latchkey children. E. This generation is the largest population of 50-plus consumers.

A. This generation varies the most in age, ranging from teenagers to adults who have their own families.

"Effective marketing doesn't just happen." It is... A. carefully planned. B. promoted through STP analysis. C.the sole result of customer input. D. the result of competitor's failures. E. possible only for seasoned marketing executives to achieve.

A. carefully planned.

Americans often equate "bigger" with "better," and prefer larger cars, TV screens, homes, even meals. Researchers suspect that in doing so, we are trying to reduce __________ risk in the consumer decision process. A. psychological B. social C. financial D. performance E. physiological

A. psychological

Marketers are particularly interested in postpurchase behavior because it... A. involves both compensatory and noncompensatory consumers. B. involves actual rather than potential customers. C. avoids situational conflicts. D. offers insights into information search methods. E. involves both actual and potential customers.

B. involves actual rather than potential customers.

The owner of A. C. Flora Ford Dealership wanted to know why consumers chose his company to purchase a car. He was fairly sure that most customers had one of three reasons—service, reputation, or location—but wanted to know which was revealed as the most frequent reason for purchasing. A. C. Flora will probably use a survey with __________ questions to address his research problem. A. observation-based B. closed-ended C. open-ended D. unstructured E. experimental

B. closed-ended

Many catalog companies create special-run issues based on what customers have purchased in the past. For example, customers who frequently order bedding items like sheets and pillows receive a catalog with a larger section of bedding items than do customers who mostly order kitchen tools. This is an example of... A. C2C marketing. B. customer relationship management. C. supply chain management. D. a transactional marketing orientation. E. typical production-oriented era marketing practices.

B. customer relationship management

Viewers of the World Series are likely to see ads for beer and cars, and viewers of the Miss America Pageant broadcast are likely to see ads for clothing and hair care products, due to... A. marketers' general perceptions. B. cultural expectations. C. differing demographic data for potential and past viewers. D. male domination in corporate boardrooms. E. multiyear advertising contracts that cannot be broken.

C. differing demographic data for potential and past viewers.

Craig sees that his company's quarterly sales and profits are significantly above projections and says, "That's great. Let's keep doing what we've been doing." Craig is ignoring the __________ step of the marketing planning process. A. perform situation analysis B. define the business mission C. evaluate performance D. identify and evaluate opportunities E. implement marketing mix and resources

C. evaluate performance

When Maya decided to buy a new computer, she thought about all the brands she could recall seeing advertised, but she would consider only those brands she could buy at her local Best Buy electronics store. This represents Maya's __________ set. A. deterministic B. behavioral C. evoked D. retrieval E. universal

C. evoked

The manager of a company selling baby products asks you to conduct research into the following question: Is life expectancy getting longer in Kuwait? The problem with this research objective is that... A. it is a research question that probably cannot be answered with any level of accuracy. B. it is a question related to another culture. C. it is irrelevant to the baby products company. D. it will lead to a set of unstructured questions. E. it is already known and available from the U.S. Census Bureau.

C. it is irrelevant to the baby products company.

The process of dividing the market into groups of customers with different needs, wants, or characteristics is called A. value capture. B. target marketing. C. allocation. D. market segmentation. E. positioning.

D. market segmentation

Jeff opened a sporting apparel store and signed a lease on the property. He also signed an agreement with the manufacturer on the amount of merchandise he will sell and the promotions he will conduct. Based on this description, which aspect of the marketing mix does he still need to work on? A. prototype B. place C. product D. price E. promotion

D. price

Singapore Airlines seeks to differentiate itself from competing airlines, in part through innovative design of its airplane seats and in-flight entertainment systems. Through continuous innovation in these areas, Singapore Airlines is pursuing a(n) __________ macro strategy. A. global excellence B. operational excellence C. locational excellence D. product excellence E. customer excellence

D. product excellence

Jeff is going to sell sporting apparel, which he has already purchased from manufacturers, and has signed a deal agreeing to the volume he will sell monthly. He has researched his competition, talked to some customers, and decided on prices he will charge. Jeff has also developed a plan for promoting his business. Based on this description, which element of the marketing mix does Jeff still need to work on? A. promotion B. price C. product D. planning E. place

E. Place

When Ramona, the keynote speaker at a major business leaders' conference, arrived in the middle of the night at the Ritz-Carlton, she was exhausted and her suit was wrinkled from her 10-hour plane trip. The night clerk found someone to dry clean Ramona's suit and have it ready for her morning presentation. She has been a loyal Ritz-Carlton customer ever since. In this example, Ritz-Carlton demonstrated the macro strategy of... A.promotional excellence. B. operational excellence. C. global excellence. D. product excellence. E. customer excellence.

E. customer excellence.

Last semester, Henri bought his textbooks over the Internet and saved a considerable amount of money. Classes start in a few days, and he needs to decide right away how and where to purchase his books. Henri will most likely engage in a(n) __________ process. A. ritual consumption B. affective decision C. impulse buying D. extended problem-solving E. limited problem-solving

E. limited problem-solving

Upscale men's and women's clothing stores, like Nordstrom, Neiman Marcus, or Saks Fifth Avenue, are more likely to appeal to consumers' __________ needs. A. situational B. safety C. postpurchase D. functional E. psychological

E. psychological