Marketing test 2 sample questions (ch 4, 5

________ is defined as a business strategy where business buyers prefer to buy a complete solution to a problem from a single seller rather than buying and consolidating separate products and services from several suppliers

Systems selling

The response rate in mail surveys is often very low.

True

A business buyer typically makes the greatest number of decisions in a straight rebuy situation and the fewest in a new-task situation.

false

A segment is more attractive if it is easy for new competitors to enter the market.

false

Companies today are moving away from target marketing and toward mass marketing.

false

________ are tradition-bound, suspicious of changes, and adopt an innovation only when it has become something of a tradition itself.

lagging adopters

Although internal databases can be accessed more quickly and cheaply than other information sources, one of the challenges of internal databases is ________.

maintaining the current database

A baby boomer decides to purchase a BMW to impress others with her success. This illustrates the importance of understanding the role of ________ in the marketing process.

motive

Business and consumer marketers use many of the same variables to segment their markets.

true

Reference group influence on consumer buying behavior varies across products and brands.

true

The buying center consists of key decision makers from both the buying organization and the supplier.

false

The full positioning of a brand is called the unique selling proposition.

false

The objective of descriptive research is to gather preliminary information that will help define the problem and form hypotheses.

false

Susan Hart, the manager of a children's boutique, collects data from her monthly records of sales, costs, and cash flow. In this case, Susan is making use of ________ databases.

Internal

A(n) ________ is best suited for exploratory research.

Observation

CRM analysts use big data and marketing analytics to unearth patterns in customer data.

True

Suppliers and resellers can update their accounts, arrange purchases, and check orders against inventories through ________.

a company's extranet

Market segments that can be effectively reached and served are said to be ________.

accessible

GE operates a company trading site where it posts purchasing needs, invites bids, negotiates terms, and places orders. This is an example of a(n) ________.

company buying site

Vernon Inc. would like to set the best price for a new product. The firm conducts an experimental study by selling the new product at two different prices in two different locations keeping other factors constant to see if a lower price results in better sales. This is most likely an example of ________ research.

casual

A(n) ________ becomes a motive when it is directed toward a particular stimulus object.

drive

Data collection, processing, and analysis are undertaken during which stage of the marketing research process?

implementing the research plan

Rad, a manufacturer of luxury watches, charges a higher price for its products than its competitors. Despite the high prices, the brand is popular among customers for its quality and service in comparison to cheaper alternatives available in the market. In this case, Rad offers a(n) ________ value proposition.

more-for-more

Bakeries and coffee bistros that offer pumpkin-flavored items only during the autumn season target their consumers primarily through ________ segmentation.

occasion

Bill thought he had received the best deal on his riding mower. Shortly after the purchase, Bill started to notice certain disadvantages of his new riding mower as he learned more about other riding mowers available in the same price range. Bill is in which of the following stages of the buyer decision process?

postpurpose behavior

One reason demographic variables are the most popular bases for segmenting customer groups is because they ________.

are easier to measure than other variables

The marketing manager of Appeal Inc. has noticed a sharp decrease in sales over the last two months. The manager decides to conduct marketing research to identify potential causes for the drop in sales. Which of the following should the manager do first?

define the problem and objectives

Danko International is a multinational company that targets the BRIC countries (Brazil, Russia, India, and China) because they're fast-growing developing economies and use ________ to segment its world markets.

economic factors

A market segment with powerful suppliers controlling the prices is more attractive than a segment with less powerful suppliers.

false

Hallmark's classic "When you care enough to send the very best" slogan appeals to which need category in Maslow's hierarchy?

social