bcor 350 exam 1

when a business has a relatively small number of customers, a preferred method of forecasting is

a customer forecasting survey

which of the following firms would be most likely to have a monopoly for it's competitive environment? a. TimeWarner Cable TV b. Mitchell Trucking c. American Airlines d. Rogers Plumbing e. Chemlawn Lawn Care

a. TimeWarner Cable TV

selective exposure refers to

admitting only certain inputs into consciousness

which american subculture spends the highest proportion of its income on phone services, children's clothing, and shoes?

african americans

the three major types of reference groups are?

aspirational, disassociative and membership

cognitive, affective and behavioral are the three major components of

attitudes

the marketing concept affects: a. just the marketing department b. all organizational activities c. only marketing and finance d. only production and marketing e. few decisions in an organization

b. all organizational activities

according to the consumer bill of rights the idea that consumers' interests should receive full and sympathetic consideration in the formulation of government policy is known as the right to

be heard

warnings on television commercials for prescription drugs include a list of sometimes grotesque side effects that are possible when taking that particular drug. the consumer right to ____________________ most applies to these commercials.

be informed

there is some concern that marketing research has been used incorrectly by some firms. the major problem comes from _______ because the researcher wants to obtain favorable results

bias and distortion

companies that market products with similar features, benefits and prices to the same customer group are known as __________ competitors.

brand

routinized response behavior is what a consumer does when

buying frequently purchased, low-cost items that need little effort

changing people's attitudes toward a firm and its marketing program is .. a. simple when advertisements are used b. impossible, even if the firm uses advertisements c. a long, expensive and difficult task that may require extensive advertising campaigns d. unnecessary, since consumer attitudes are of little importance

c. a long, expensive and difficult task that may require extensive advertising campaigns

the first step in the target market selection process is: a. determining which segmentation variables to use. b. selecting specific target markets c. identifying an appropriate targeting strategy d. evaluating relevant market segments e. developing market segment profiles

c. identifying an appropriate targeting strategy

when selecting specific target markets a firm should: a. revert to an undifferentiated approach if the market is deemed heterogenous b. choose the segments most in line with the firm's objectives and long-term growth c. choose all segments that are determined to be profitable for the organization d. choose the minimum number of segments necessary to achieve company sales potential e. pick the segments with the best sales forecasts for the upcoming period of time

choose the segments most in line with the firm's objectives and long term growth

the promark company manufacturers a pencil that is about five inches long and has no eraser. it sells the product primarily to golf courses and universities. what type of targeting strategy is the promark company using?

concentrated

a group of protestors carries signs encouraging people to boycott the farmer's market, a small grocery store in an urban area. the protestors claim that farmer's takes unfair advantage of ederly and minority consumers by charging them as much as 20% higher prices than other locations in the suburbs. this protest is part of what we see today as the

consumerism movement

you believe one of the most effective ways to remind your staff about key marketing concepts and objectives to give them desk plaques with simple phrases. you want to create a phrase that reminds them that their primary focus should be creating customer value. which phrase best tells the story of what customer value is?

customer value= customer benefits - customer costs

according to the text a market is defined as: a. a place to buy products b. the buyers of the products that a company develops, promotes, prices and distributes c. the specific group of customers on whom an organization focuses it's marketing efforts d. a group of individuals and/or organizations that have needs for products in a product class and have the ability, willingness, and authority to purchase those products e. the percentage of a group of customers that actually buys a specific product from a specific company

d. a group of individuals and/or organizations that have needs for products in a product class and have the ability, willingness and authority to purchase those products

IKEA a swedish retailer of contemporary furniture, operates several stores in various Scandinavian countries, as well as in the US and Canada. Which of the following describes IKEA's level of commitment to international marketing? a. licensing b. direct ownership c. exporting d. a trading company e. a joint venture

direct ownership

lindsay was reviewing her bank statement for last month. she had paid her rent, her car payment, electric and phone bills, and made three trips to the grocery store. lindsay had also bought tickets to a katy perry concert and new clothes to wear to the concert. the money spent on lindsay's rent, car, electric and phone bills was likely from her ___________ while the money spent on the concert tickets and new clothes was from her _______________

disposable income, discretionary income

the purpose of market segmentation is to..

divide a total market to enable a marketer to develop a more precise marketing mix

the north american free trade agreement (NAFTA) _________ tariffs on goods produced in and traded between canada, mexico, and the US

eliminated

which of the following products would probably require extended decision making before a purchase? a. products purchased frequently b. products to be purchased in the future c. products that are purchased routinely d. expensive products e. products purchased as result of social influences

expensive products

research that allows marketers to make causal inferences about relationships is called

experimental research

when a company has its sales forecasts prepared by management consultants, economists, or college professors, it is using a(n): a. expert forecasting survey b. delphi technique c. random factor analysis d. external judgement survey e.. market test

expert forecasting survey

you are the campaign manager for a candidate running for mayor of hartford connecticut. you are running a series of focus group sessions with residents of the city to get a better understanding of their needs and wants. your focus group sessions are an example of which of the following types of research? a. descriptive b. conclusive c. marketing d. exploratory e. experimental

exploratory

limited decision making is used when purchasing frequently bought, low-cost items needing very little decision effort. true or false

false

product competitors provide very different products that solve the same problem or satisfy the same basic customer need true or false?

false

social surroundings during the purchase decision do not include the presence of a salesperson true or false?

false

the types of surveys used to forecast sales are customer, executive, and competitor surveys true or false?

false

discretionary income is associated with all of the following except: a. automobiles b. education c. pets d. furniture e. food

food

barry gluckman of WP international a major marketer of word-processing software, calls the secretary renee dorchette, director of purchasing for MMK, inc. he sets up an appointment to discuss an upcoming purchase of software. the secretary plays the role of _________ in this purchase decision

gatekeeper

alpine ski shops is looking for new markets for both its brick and mortar retail stores and its catalog division. alpine ski shops would most likely use a(n) __________ base for market segmentation of its stores and a(n) ____________ base for market segmentation of its catalog division?

geographic, behavioristic

the real value of marketing research to the organization can be best measured by

improvements in the ability to make decisions

which of the following statements about how a consumer organizes inputs that reach awareness is most accurate? a. inputs are organized buy individuals to produce meaning, and this organizational process is usually a slow one. b. organization of information inputs is not always needed to produce meaning c. inputs that reach awareness are organized and interpreted in much the same way by all consumers d. because a person interprets information in terms of what is familiar only one interpretation of organized inputs is possible e. inputs that reach awareness are organized to produce meaning and this meaning is interpreted in light of what is familiar to the individual.

inputs that reach awareness are organized to produce meaning and this meaning is interpreted in light of what is familiar to the individual

when trevor realizes that his liquor cabinet supply was devastated by last weekend's party, he first retrieves information from his memory about what types of liquor he and his friends like most and the asks the attractive clerk at the liquor store what she would recommend. trevor started with a(n) __________ search and then progressed to a(n)____________ search.

internal and external

the sara lee company is attempting to forecast sales for a new ice cream cake. to come up with an accurate forecast, sara lee places the product in atlanta supermarkets for a period of four months. in this instance, sara lee is using which forecasting method?

market test

cybercyle inc is preparing a written document specifying the activities to be performed to implement and control its marketing activities. this document is called the __________

marketing plan

customer costs include anything the buyer must give up in order to obtain the benefits the product provides. the most obvious customer cost is

monetary price

when marketing researchers consider sampling techniques, they are preparing to collect ______ data

primary

toyota has developed aluminum car bodies that are 100 percent recyclable and light enough to help conserve fuel. what kind of response is this to environmental forces?

proactive

the element of the marketing mix used to increase awareness of a product or company is?

promotion

when Dupont develops new carpet fibers that are high stain-resistant and durable, it must educate consumers about the products benefits. this calls for activity in which of the following marketing mix variables? a. price b. promotion c. distribution d. product e. packaging

promotion

boca burger's website features information about products, recipes, and nutritional values, but customers cannot actually purchase products from the website. This website is most likely used primarily as a ___________ marketing tool. a. promotional b. distributional c. pricing d. targeting e. production

promotional

after doing considerable shopping, eric has just decided what brand and type of athletic shoes to buy and where he's going to buy them. in what stage of the consumer buying decision process is eric?

purchase

in which of the following sample designs do all members of a population have an equal chance of being selected? a. stratified b. nonprobability c. quota d. random e. judgement

random

marketers who view political forces as beyond their control are taking a(n) ______________ response toward these forces

reactive

publix supermarket is revising its marketing plan for the upcoming quarter. publix typically focuses on its wide variety of products and its high quality customer service, having very few weekly "sales." however, during the upcoming quarter, publix plans to focus on price and value and promote weekly "values" instead. publix is most likely in a(n)

recession

which of the following consumer decision-making processes will probably be used in purchasing toothpaste? a. extended decision making b. routinized response behavior c. intensive decision making d. limited decision making e. perceptual scanning

routinized response behavior

the amount of product a company expects to sell during a specific period at a specified level of marketing activity is called the _____________

sales forecast

the final step in the target market selection process is? a. implementing the appropriate marketing mix for the target market b. evaluating relative market segments c. eliminating market segments that are cost prohibitive d. selecting specific target markets e. revising the final segmentation variables based on target selection

selecting specific target markets

honeybees are disappearing at an alarming rate and since they pollinate about a third of all foods we eat, it is an important concern. that's why haagen-dazs launched a microsite to increase the awareness of the issue. in addition, it launched a "twitcause" campaign on twitter raising 7,000 in 2 days. this example illustrates the positive sequence of

social responsibility

while shopping at a mall over the weekend you noticed a group of young women asking shoppers if they could spare five minutes to answer some questions about their shopping experience at the mall. given your marketing experience you immediately recognize that these young women were conducting a marketing research product

step 3: collecting data

an attitude scale is useful in helping to measure the intensity of feelings toward an object true or false?

true

anytime an activity causes managers or consumers to feel manipulated or cheated, a marketing ethics issue exists, regardless of the legality of that activity true or false

true

one way marketers can segment business markets is according to their geographic location true or false

true

technological developments have a direct impact on creating and maintaining a marketing mix true or false?

true

top management sets the ethical tone for the entire organization true or false?

true

while NAFTA eliminates many tariffs immediately, the tariffs on more sensitive goods, such as glassware, footwear, and some fruits and vegetables will be phased out over a 15 year period true or false?

true

you are watching an episode of a new game show that tests contestants' knowledge by giving them phrases they must respond to with a question. The following phrase comes up: "It's purpose is to inform an organization about customers' needs and desires, marketing opportunities for products and changing attitudes and purchase patterns of customers." What should the response be? a. what is a hypothesis? b. what is experimental research c. what is descriptive research d. what is conclusive research e. what is marketing research

what is a hypothesis

when a new variety of Kashi whole-grain breakfast cereals is first introduced, consumers will most likely engage in ________ when deciding whether or not to purchase this new product

limited decision making

who drafted the consumer bill of rights?

John F Kennedy

a widely used system for classifying individuals on the basis of lifestyle is

VALS

demand for business products is also known as ________ demand

industrial

in the process of perception, individuals receive sensations through sight, sound, taste, smell and hearing. these sensations are called

information inputs

time warner cables uses its sales reports broken down by geographic regions as part of its marketing research to determine which markets are most rapidly adopting high-speed internet connections. in this example, time warner cable is using

internal secondary data

cole's smart phone is two years old and he would like to have a new one. this time, he wants to make sure that it has a longer battery charge and better geographic coverage since he is traveling three days a week for his new job. Cole is most likely to use _________ for this purchase

limited decision making behavior

king auto supply sells car and truck parts, as well as tire replacement and balancing services. as king places its order for truck tires with Michelin, it must also have placed and order for valve stems and balancing weights for the tires. such business products are characterized as having ______ demand.

joint

salina is shopping for low calorie frozen dinners to take to work for lunch. salina has always been mindful of the total calories and the number of fat grams in these dinners. however, after reading an article about the high sodium counts in frozen meals and the maximum grams of sodium a women should eat daily she now pays attention to the sodium as well. the changes in salina's thought processes and behavior caused by this information is called

learning

cameras, counting machines, and scanners are used most often in..

observation

A buyer for Macy's Department Stores orders handbags from a supplier because that supplier allows the buyer to maintain Macy's company policy of a 30-day advance purchase notice. This is an example of __________ influence on the business buying decision process

organizational