marketing exam 1: chapters 1-7

Devon is in the market for a new car. She is seriously considering either a Honda Civic or Toyota Corolla because they both have excellent quality and safety ratings and are comparable in price. Devon is in the ________ stage of the buyer decision process. a. evaluation of alternatives b. need recognition c. information search d. purchase decision e. postpurchase behavior

a. evaluation of alternatives

Which of the following research methods should a marketing researcher use to obtain information that people are unwilling or unable to provide? a. observational research b. focus groups c. personal interviews d. internet-based surveys e. forced interviews

a. observational research

Service variability means that ________. A. the evaluation of services is subjective and changes from customer to customer B. service quality depends on when, where, and how they are provided C. services cannot be stored for later sale or use D. services cannot be seen, tasted, felt, heard, or smelled before they are bought E. services can be separated from their providers

B. service quality depends on when, where, and how they are provided

Which of the following would be considered part of an augmented product rather than that of an actual product or core customer value? A. product features B. warranty C. brand name D. design E. packaging

B. warranty

A market researcher wants to find the relationship between using organic ingredients in food and the subsequent consumption by customers. He invites ten respondents to his research firm and asks them to taste two identical dishes. The dishes were prepared in a similar manner, but one has natural herbs for flavoring, and the other has artificial flavors. This is an example of ________. A) descriptive research B) ethnographic research C) experimental research D) online research E) exploratory research

C) experimental research

which of the following is most likely a true statement about shopping products? A. Shopping products tend to be less expensive than convenience products. B. The existence of such products is generally unknown to consumers. C. Shopping products are purchased less frequently than convenience products. D. Consumers typically spend very little time comparing shopping products. E. A life insurance policy is an example of a shopping product.

C. Shopping products are purchased less frequently than convenience products.

Unlike other car rental agencies that are based in airports to serve travelers, Wheelz-On-Rent has a network of neighborhood offices. The firm strives to serve people who need car rentals for reasons other than vacation, such as when their own cars are being repaired. Wheelz-On-Rent caters to a small share of the large car rental market. From this description, it can be concluded that Wheelz-On-Rent most likely practices ________. A. undifferentiated marketing B. multi-segmented marketing C. individual marketing D. local marketing E. concentrated marketing

E. concentrated marketing

Marque, a high-end maker of designer watches, has started making inexpensive watches to take advantage of enormous growth rates in low-end market segments. Marque is most likely engaging in ________. A. franchising B. line filling C. two-way stretching D. upward stretching E. downward stretching

E. downward stretching

which of the following best describes the difference between the marketing concept and the selling concept? a. the marketing concept focuses on customer needs, whereas the selling concept focuses on existing products b. the marketing concept focuses on customer conquests, whereas the selling concept focuses on targeting the right customers. c. the marketing concept takes an inside-out perspective, whereas the selling concept takes an outside-in perspective d. the marketing concept is product-centered, whereas the selling concept is production-centered

a. the marketing concept focuses on customer needs, whereas the selling concept focuses on existing products

Clorox sells five major product lines including cleaning, household, lifestyle, professional, and international. Together the product lines make up Clorox's ________. a. product length b. product mix c. product depth d. product constitency e. product assemblage

b. product mix

Zoe is a marketing researcher for Sven, a mens shorts maker that hopes to enter the French market. Zoe wants to know whether men in France have positive of negative attitudes toward wearing shorts. she splits French men into Parisians and non-parisians and then randomly chooses a sample from each group. which sampling method is Zoe using? a. convenience sampling b. stratified sampling c. judgement sampling d. cluster sampling e. quota sampling

b. stratified sampling

Which of the following is an example of consumer-generated marketing? a. Figa, a leading provider of athletic shoes, helps its customers customize their shoes on its Web site and choose personalized settings. b. Barton's, a local pet supply store, rewards frequent buyers with vouchers and exclusive offers. c. Fun & Run, a local amusement park, promotes its services by allowing consumers to upload videos and write reviews about the park. d. Energix, a manufacturer of soft drinks, attracts customers through televised advertisements. e. Cristal, a jewelry store, uses its page on Facebook to provide information about its upcoming products to its customers.

c. Fun & Run, a local amusement park, promotes its services by allowing consumers to upload videos and write reviews about the park.

Electric cars are not considerably different or difficult to drive relative to gas-powered cars. However, this is not aligned with the perceptions or conceptual concerns held by the public about the new technology. This will likely slow the adoption rate due to the ________ of the innovation. a. relative advantage b. compatibility c. complexity d. divisibility e. communicability

c. complexity

a strategy for company growth in P-M growth matrix through starting up or acquiring businesses outside the company's current products and markets is called a. vertical integration b. horizontal acquisition c. diversification d. globalization e. strategic planning

c. diversification

a product line is most likely too long if managers can _______. a. decrease costs by adding items b. increase market share by adding items c. increase profits by dropping items d. decrease costs by dropping items e. increase profits by adding items.

c. increase profits by dropping items

Nike's goal to increase sales of its running shoes by 25 percent during the first 6 months of the new fiscal year is an example of a ________. a. differentiation objective b. positioning objective c. marketing objective d. marketing strategy e. product objective

c. marketing objective

Sportware, a leading shoe manufacturer, markets sneakers under the brand name "Athletix" and dress shoes under the brand name "Cameo" in order to target the two different market segments. What branding strategy is most likely being used by Sportware? a. brand extensions b. line extensions c. multibrands d. new brands e. diversification

c. multibrands

which of the following is true of perceptual positioning maps? a. they are used by marketers to divide a market into smaller groups w distinct characteristics b. they are used by marketers to identify supplier & retailer perceptions of a product c. they are used to analyze consumer perceptions of a brand versus competing products d. they are used to divide buyers into groups based on their perceived income & age e. they are used to plot the geographic segments that a company needs to target

c. they are used to analyze consumer perceptions of a brand versus competing products

Pediacertain Pet Supplies, a pet-food company, divides the pet market according to the pet owners' gender, occupation, income, and family life cycle. In this case, which of the following variables has the company used for market segmentation? a. geographic b. psychographic c. benefit d. demographic e. behavioral

d. demographic

voize, a leading mobile phone manufacturer, focuses on low labor costs and mass distribution to ensure the continuous availability of its products at reasonable prices. Voize most likely follows the ______. a. customer-driving marketing concept b. marketing concept c. societal marketing concept d. production concept e. product concept

d. production concept

_____ products are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style. a. convenience b. capital c. unsought d. shopping e. secondary

d. shopping