beast chuck
Sampling is one of the most important aspects of research design because:
If a study fails to involve consumers who accurately reflect the target market, the research will likely yield misleading conclusions
Which of the following changes is seen as a result of a rise in households with only one person? a. Increase in apartment building developments b. Decrease in the average size of new cars c. Decrease in the marketing of vacations d. Increase in single-serve food products
Increase in single-serve food products
Which of the following devalues money and reduces its purchasing power through persistent
Inflation
Which of the following can be regarded as external data? a. Sales force activity reports compiled by the sales manager b. Accounting data obtained from the financial statements c. Information obtained from a syndicated research service d. Product performance reviews made by the engineering department
Information obtained from a syndicated research service
Food manufacturers often set up tables in grocery stores where customers can sample featured products. The goal of this type of promotion is to specifically influence the _____ component of attitude. a. behavioral b. emotional c. cognitive d. affective
behavioral
The _____ component of attitude specifically involves tendencies to act in a certain manner. a. cognitive b. affective c. behavioral d. intellectual
behavioral
Job seekers can use social media to improve their job prospects in the market by: a. being active on most of the social media sites. b. including friends and family on their LinkedIn network. c. accepting all LinkedIn requests in order to widen their network. d. being proactive on LinkedIn and connecting with people who work for companies of interest.
being proactive on LinkedIn and connecting with people who work for companies of interest.
Brand values are an example of:
beliefs and standards of behavior that are so important to an organization that they won't give up them when the going get's tough
In Maslow's hierarchy of needs, _____ needs refer to the desire of a person to be accepted by people and groups important to that individual. a. self-actualization b. safety c. belongingness d. physiological
belongingness
Joining a local bowling league for social interaction is an attempt to meet _____ needs.
belongingness
Joining a local bowling league for social interaction is an attempt to meet _____ needs. a. self-actualization b. belongingness c. physiological d. safety
belongingness
A technology company that makes computers for professional use is trying to segment its customers. The company asked some professional computer users to evaluate the importance of various computer attributes that influence their purchase decisions and then used this data to segment the consumers based on similar response patterns. This is an example of segmentation by: a. brand loyalty. b. usage rates. c. expenditure pattern. d. benefits sought.
benefits sought.
A(n) _____ is an online journal for an individual or organization. a. blog b. social network c. bulletin board d. wiki
blog
Seth reads an online tour journal from his favorite musician. With the help of this journal, fans can post comments or occasionally ask questions to the musician. This online journal is an example of a(n): a. blog. b. social network. c. electronic bulletin board. d. newsgroup.
blog.
Zac Rampton loves traveling. He maintains an online journal that contains descriptions of his travel experiences and also pictures of the places he visits. His journal is quite popular among people who are interested in traveling to unexplored destinations. Noticing the popularity of his posts, Zac was hired by a travel firm that wanted him to write engaging articles about its travel packages and other offerings in his online journal. Zac was hired as a _____. a. social media designer b. blogger c. social media developer d. microblogger
blogger
_____are those born between 1946 and 1964 and are a popular segment to target because of their numbers and income levels. a. Baby boomers b. Generation X c. Generation Y d. Tweens
Baby boomers
Which of the following is the most common form of Internet advertising? a. Preroll video ad b. Pop-up ad c. Search marketing d. Banner ad
Banner ad
_____ are strip messages placed in high-visibility areas of frequently visited websites. a. Pop-up ads b. Banner ads c. Interstitial ads d. Engagement ads
Banner ads
Which of the following social media platforms gives users a place to save, organize or manage links to websites or other Internet resources? a. Social news site b. Social networking site c. Bookmarking site d. Blogging site
Bookmarking site
Relationship Era of Marketing
Building relationships with your consumers and suppliers.
The lumber a carpenter purchases to finish out a basement is known as a:
Business production
_____ are goods and services purchased for use either directly or indirectly in the production of other goods and services for resale. a. Impulse goods b. Shopping goods c. Business products d. Unsought products
Business products
Comparing the business to the consumer market, all of the following statements are correct except:
Business products tend to be more complex (T) Negotiations are often longer and more complex in the business market (T) Distribution channels are longer and more complex in the business market (F) Customer relations are relatively enduring and complex in the business market (T)
in addition to agricultural products and manufactured goods, the United Sates is also the World's largest exporter of:
Business services and retailing
___ e-marketing is the use of the internet for business transactions
Business to Business
_____ e-marketing is the use of Internet for business transactions between organizations. a. Societal b. Differentiated c. Business-to-business d. Consumer centered
Business-to-business
Exchange Functions
Buying and selling
Why do customers prefer to have continuining relationships with businesses or suppliers?
By reducing the number of choices, the decision-making process is made easier.
Which of the following product purchases would most likely require a high-involvement decision? a. Shampoo b. Magazine subscription c. Car d. Hair dryer
Car
The single group within society that is most vulenerable to reference group influence is:
Children, who base most of their buying decisions on outside influences
What is now the second-largest market in the World?
China
_____ are determined by occupation, income, education, family background, and residence location. a. Class rankings b. Opinion leaders c. Reference groups d. Subcultures
Class rankings
When a product is used in the production of another good that is destined for resale, the product is considered as a(n):
business product
Whether conducted online or through the mail, what is the most important aspect of a marketing research survey?
Designing one that yields information marketers can use to make decisions.
Which of the following is most likely to be the reason behind why business purchasers shift from straight rebuy to modified rebuy? a. In order to comply with the Sarbanes-Oxley Act b. In order to purchase a new product for the first time c. Change in the organizational hierarchy d. Deterioration in supplier service or delivery
Deterioration in supplier service or delivery
Inflation
Devalues money and therefore may restrict some purchasing, particularly goods and services not considered necessary
Which of the following will be considered as an institutional buyer? a. The Federal Government b. Wholesalers c. Hospitals d. Department of Defense
Hospitals
Once marketers answer the question of who they are trying to reach by targeting their audience, they ask a second vital question in social media marketing: a. "What is the goal of the campaign?" b. "How do we engage the audience in a conversation?" c. "How do we identify the needs or wants of our potential customers?" d. "How do we create content with the firm's goals and strategies in mind?"
How do we engage the audience in a conversation?"
When a product is used in the production of another good that is destined for resale, the product is considered as a(n): a. consumer product. b. business product. c. end product. d. used product.
business product
When a product is used in the production of another good that is destined for resale, the product is considered as a(n):
business product.
Iron ore and raw cotton are examples of: a. personal products. b. shopping products. c. impulse products. d. business products.
business products
_____ are goods and services purchased for use either directly or indirectly in the production of other goods and services for resale.
business products
Janelle works in the purchasing department of an apparel manufacturing company and has the formal authority to select a supplier. Janelle is a(n): a. buyer. b. influencer. c. gatekeeper. d. decider.
buyer
As per RoperASW's psychographic consumer segments, the group that seeks education, technology, and knowledge, and where the male-female ratio is roughly equal is called _____. a. devouts b. altruists c. creatives d. strivers
creatives
In interpretative research, the researcher first spends an extensive amount of time studying the culture, and for that reason, the studies often are called _____ studies.
ethnographic
Aston decides to buy all electronic goods from a particular retailer because of his satisfactory past experiences with the retailer. Aston is exhibiting the affective component of attitude.
false
Automobile manufacturers and food processing companies segment a particular geographic region based on the same factors.
false
Brand extension is the strategy of developing individual offerings that appeal to different market segments while remaining closely related to the existing product line.
false
Brand recognition is the ultimate stage in brand loyalty that leads consumers to refuse alternatives and search extensively for the desired merchandise.
false
Buying an iPod generates ownership utility; however, buying a concert ticket does not.
false
Buying, selling, transporting, and storing are known as the facilitating functions of marketing because they represent the exchange and physical distribution functions.
false
Buzz marketing excludes visual aspects as it does not consist of a tangible expression of an issue or position.
false
Census data is an example of primary data.
false
Changes in an environment are most often the result of sudden crises.
false
Convenience samples are mostly used in definitive studies.
false
Discretionary income is the amount of money people have to spend on buying necessities such as food, clothing, and housing.
false
Division of the total market into smaller, relatively homogeneous groups is known as market optimization.
false
Due to its low cost, the controlled experiment is the most commonly used method of collecting primary data for marketing research.
false
During the recession stage of the business cycle, consumers have enough money to spend, but caution often restraints their willingness to buy.
false
Environmental management rarely works because marketers cannot hope to influence the external environment, they can only respond to changes in it.
false
Family brands cost more than individual brands to market.
false
Firms can receive trademark protection only for the brand name and brand mark and not for the product features or packaging elements.
false
The first stage in the market segmentation process, after identifying promising segments, is to produce a forecast of market potential within each segment.
false
The first step in the marketing research process is to conduct exploratory research, and then use the information to define the problem.
false
The governmental regulations that affect marketing practices are mainly for advertising and distribution, and do not place any restrictions and prohibitions on the design and packaging of products.
false
The group born between 1968 and 1979, now generally in their early 30s to early 40s are referred to as Generation Y.
false
The interviews conducted during exploratory research with informed people outside the firm are termed as formal investigations.
false
The marketing era is the successive historical outcome of the production era.
false
The original owner of a brand name can claim exclusive rights to the name even when the brand name becomes a descriptive generic name for a class of products.
false
The planning process is an intermittent process held after substantial intervals.
false
The position of an SBU along the horizontal axis indicates the annual growth rate of the market.
false
The pricing strategy is the area of marketing that receives the least amount of public scrutiny.
false
The response rates for mail questionnaires are much higher compared to personal interviews.
false
The self-image is the image to which an individual aspires and hence, it serves as a personal set of objectives.
false
The situation in which a consumer makes a purchase by rapidly choosing a preferred brand is referred to as limited problem solving.
false
The size and organizational form of the marketing research function is usually independent of the structure of the company.
false
Time-based competition is a strategy of developing and distributing goods and services after a competitor to observe the customers' response to a particular product.
false
Typically, a single marketing mix strategy attracts all sectors of a market.
false
Typically, magazines can be successfully marketed to consumers through mass marketing strategies.
false
Marketers can attempt to shape the outcome of the post purchase evaluation by:
offering personal assistance with any problem experienced with the product.
The information collected for the first time specifically for a marketing research study is called _____ data. a. qualitative b. primary c. processed d. secondary
primary
A _____ is an urbanized county or set of counties with social and economic ties to nearby areas. a. consolidated micropolitan statistical area b. primary metropolitan statistical area c. core based statistical area d. consolidated metropolitan statistical area
primary metropolitan statistical area
A _____ brand refers to a brand name owned by a manufacturer or a producer.
private
A quota sample is a nonprobability sample divided to maintain the proportion of certain characteristics among different segments or groups seen in the population as a whole.
true
A research design is a master plan or model for conducting marketing research.
true
A restaurant owner who places signs along the interstate highway to advertise his service knows that the signs will act as a cue for hunger causing consumers to stop at the restaurant.
true
In addition to planning for change, marketers must set goals to meet the concerns of customers, employees, shareholders, and members of the general public.
true
Individuals who aspire to become members of a certain group most often adopt its standards of behavior and values.
true
Interactive marketing refers to buyer-seller communication in which the customer controls the amount and type of information received from a marketer.
true
Intermediaries that operate between producers and resellers are known as wholesalers.
true
Interpretative research focuses on understanding the meaning of a product or the consumption experience in a consumer's life.
true
Interpretative research is often used to interpret consumer behavior within a foreign culture where consumer expectations are subject to different cultural influences.
true
It was not until the introduction of the Chevrolet Nova in Mexico that marketers realized "no va" in Spanish means "won't go." This linguistic error demonstrates how Chevrolet overlooked cultural differences in its product introduction.
true
Kim's Egg Rolls were being promoted as a dinner item but after a few years the company decided to change their packaging and advertising to promote the egg rolls as evening snacks. This is an example of repositioning a product.
true
Kroger, a popular milk brand, is a market leader in Denmark. About 30 percent of its sales and earnings take place outside its home country. Kroger can be regarded as a global brand.
true
Long deflationary periods can cause a freefall in business profits, lower returns on most investments, and widespread job layoffs.
true
Majority-minority counties are places where more than half the population is a single racial or ethnic group other than non-Hispanic white.
true
Marketers' emphasis on targeting smaller market segments has increased the importance of packaging as a promotional tool.
true
Marketing cost analysis is most useful when it provides information linked to other forms of marketing research.
true
Marketing decision support systems (MDSSs) organize data in ways that allow users to model different scenarios and evaluate them before making marketing decisions.
true
Marketing research aids decision makers in analyzing data and in suggesting possible actions.
true
Marketing researchers must remember to direct their reports toward management and not to other researchers.
true
The statement of Starbucks to "inspire and nurture the human spirit - one person, one cup and one neighborhood at a time" is an example of a mission statement.
true
The target market for a product is the specific segment of consumers most likely to purchase that particular product.
true
The traditional view of marketing can be described as transaction-based marketing.
true
The use of big data has created new companies that collect and analyze information and sell their proprietary software to all types of businesses.
true
Which of the following changes in the family lifecycle behavior is noted by researchers in the past decade? a. Young unmarried people buying new homes and expensive furnishings b. Newly married people cooking almost every meal at home instead of dining out c. "Boomerang" children returning home, sometimes with their own families d. Parents with a second or subsequent child buying new sets of cribs, changing tables, and so forth
"Boomerang" children returning home, sometimes with their own families
The private sector has an even greater array of not-for-profit organizations than the public sector.
true
Guest Speakers
1. Deandra Green 2. Rhuby Cayasso 3. Jesus Sanchez 4. Ngum Suh
Porter's Five Forces
1. Threats of potential new entrants- increase competition in the market 2. Bargaining power of buyers- depress prices 3. Bargaining power of supplier- increase cost or reduce selection 4. Threat of substitute products- lure customers to other products 5. rivalry among competitors- bring in price wars or divert companies from their main goals
Founders of the following
1. Twitter-Jack Dorsey 2. Snapchat-Evan Spiegel, Bobby Murphy & Reggie Brown 3. Instagram-Kevin Systrom & Mike Krieger 4. Facebook-Mark Zuckerberg
4 phases of U.S Government regulation of business
1. antimonopoly 2.protection of competitors 3.consumer protection 4.industry regulation
4 consumerism rights
1. chose freely 2.be informed 3.be heard 4.be safe
Steps in consumer decision process
1. problem or opportunity recognition 2. search 3. alternative evaluating 4.purchase decision 5. purchase act 6. pospurchase evaluation
4 functions are facilitating functions
1. standardization and grading 2. financing 3. risk taking 4. secure market information
The 4 steps of social responsibility and describe
1.Philanthropic-Be a good corporate citizen ( contribute resources to the community) 2. Ethical- Be ethical ( obligation to do what is right) 3. Legal- obey the law ( law is society's codification of the right and wrong) 4. Economic- be profitable ( the foundation upon which all others rest)
5 dimensions of marketing environment
1.competitive 2.political-legal 3.economic 4. techonological 5.social-cultural
Which of the following is an example of indirect competition?
A Sony home entertainment system competing with a Jacuzzi hot tub
Which of the following refers to a platform where a host or writer posts information or opinions on various topics and followers may respond? a. An application b. A social news site c. A bookmark d. A blogging site
A blogging site
Who among the following is responsible for online public relations and management of the brand over social media sites? a. An online community manager b. A social media analytic c. A brand analyst d. A brand manager
A brand manager
Relationship marketing implies:
A company-wide commitment
Which of the following is the most essential requirement for developing the best strategies for a social media marketing campaign? a. An interactive media channel b. An innovative product c. A thorough understanding of the target audience d. A thorough analysis of the competitors' media presence
A thorough understanding of the target audience
Rigala.com is an online shopping store that sells a wide variety of products. The company saves the shipping information of customers when they place orders to save time during future purchases. The company sends an email to the customer after the purchase of the product and provides a tracking number that allows them to track their order. All these strategies have helped the company to increase the sale of their products online. Which of the following features of online shopping is attracting consumers to the website in the above scenario? a. Access and Convenience b. Competitive pricing c. Security d. Personalized service
Access and Convenience
_____are those born between 1946 and 1964 and are a popular segment to target because of their numbers and income levels.
baby boomers
Which of the following is a psychographic category created by the VALS system that categorizes consumers by characteristics that correlate with purchase behavior? a. Altruists b. Achievers c. Intimates d. Devouts
Achievers
Once a search for suppliers is completed and the company makes the supplier aware of their needsm the company will begin:
Acquiring and analyzing proposals
Which of the following was one of the early online offerings? a. Food products b. Luxury clothing c. Airline tickets d. Financial services
Airline tickets
Which of the psychographic consumer segments identified by Roper, emphasizes social issues and societal well-being? a. Devouts b. Altruists c. Intimates d. Creatives
Altruists
Which of the following can be categorized as a social media tool? a. A social news site b. A social networking site c. An app d. An online forum
An app
Which of the following scenarios best illustrates reinforcement in purchasing decisions? a. A chef purchases mushrooms for a second time from a wholesaler, even though the first order was disappointing. b. An appliance distributor replaces a dishwasher free of charge and provides excellent after-sales service. c. A needle on the gas gauge signals a driver to pull into a gas station. d. The smell of hot dogs at a ballpark induces an obese man to order "a dog with everything on it."
An appliance distributor replaces a dishwasher free of charge and provides excellent after-sales service.
Marketing
An organizational Function and a set of processes for creating, communicating, and delivering value to the customer.
Which of the following can be categorized as a social media tool?
App
Which of the following factors is most likely to have an influence on the choice between primary and secondary data? a. Data source b. Substitutability c. Availability d. Applicability
Applicability
Which of the following racial/ethnic minority groups is an attractive target for marketers because of their fastest-growing income? a. Hispanics b. Native Americans c. African Americans d. Asian Americans
Asian Americans
If 'B' represents consumer behavior, 'I' represents interpersonal influences, 'P' represents personal influences, and 'E' represents pressures exerted by outside environmental forces, Kurt Lewin's statement, rewritten to apply to consumer behavior, states that: a. B = f (I,P). b. P = f (B,P). c. B = (I,E). d. P = (I,E).
B = f (I,P).
Which of the following statements about B2C e-marketing is true? a. B2C e-business involves online sale of services as much as physical goods. b. B2C transactions account for most of the e-marketing activity. c. B2C e-marketing facilitates transactions between organizations. d. Service providers prefer the B2B model to B2C as there is not enough scope for service transactions in B2C e-business.
B2C e-business involves online sale of services as much as physical goods
Time-based competition is a strategy of developing and distributing goods and services after a competitor to observe the customers' response to a particular product.
False
Which of the following components of B2B market includes all individuals and firms that acquire goods and services to support production of other goods and services? a. Stock exchanges b. Commercial markets c. Governmental organizations d. Financial institutions
Commercial markets
Which of the following is the most popular web function? a. E-business b. Entertainment c. Communication d. Research
Communication
What has significantly changed the complexion of marketing research over the past few decades?
Computer technology
Which of the following is a major ethical issue faced by social media marketers during their marketing campaigns? a. Copyright infringement b. Consumer privacy c. Lack of funding d. Contractual concerns
Consumer privacy
_____ involves creating and distributing relevant and targeted material to attract and engage an audience, with the goal of driving them to a desired action. a. Content marketing b. Social media monitoring c. Crowdsourcing d. Social bookmarking
Content marketing
American heads-of-household over age of 55:
Control about three-quarters of the country's total financial assests
Which of the following is the least-used method for collecting primary data? a. Focus group b. Telephone survey c. Controlled experiment d. Online survey
Controlled experiment
Which of the following is a type of nonprobability sample? a. Convenience sample b. Cluster sample c. Stratified sample d. Simple random sample
Convenience sample
The Metrics Group is a firm that helps companies improve the performance of their websites. The firm rates the effectiveness of the website based on the percentage of website visitors making purchases through the site. Which of the following measures is being used by the firm while assessing the effectiveness of the websites? a. Click-through rate b. Brand awareness c. Conversion rate d. Customer engagement
Conversion rate
_____ are software used by online companies to automatically collect data from Internet browsers in order to track their customers' shopping and viewing habits. a. JARs b. Cookies c. Embedded systems d. Pop-ups
Cookies
Subraru generates approximately one-half of its sales in just four states (Alask, Colorado, Maine, and Washington). These states constitute Subaru's:
Core region
Social Media Maketing
Create a positive influence on consumers or business customers towards and organization's brand, product, public image, or website
Jake is determining which customers should be included in a study sample. According to this information, Jack is in which stage of the marketing research process? a. Formulating a hypothesis b. Collecting data c. Creating a research design d. Defining a problem
Creating a research design
Which of the following is most likely to help marketers to segment organizational buyers by purchase categories? a. Business process reengineering b. Value engineering c. Management by objectives d. Customer relationship management
Customer relationship management
_____ is a combination of strategies and tools that drives relationship programs, reorienting the entire organization to a concentrated focus on satisfying buyers. a. Data warehousing b. Business process reengineering c. Value engineering d. Customer relationship management
Customer relationship management
Which stage of the organizational buying process involves establishing specifications for a needed product? a. Recognizing a need b. Describing characteristics of a needed product c. Qualifying potential vendors d. Selecting an order routine
Describing characteristics of a needed product
Delhaise, a leading service provider in hospitality industry, segments its business clients based on the services required by them, in order to meet their specific requirements. They modify their services based on the needs of the clients. Which of the following segmentation approaches is being employed by Delhaise? a. End-use application segmentation b. Customer-based segmentation c. Geographic segmentation d. Demographic segmentation
Customer-based segmentation
Newest frontier
Cyberspace
Which of the following is the newest regulatory frontier for federal and state regulators in the United States?
Cyberspace
_____ is the process of searching through computerized information files to detect patterns that guide decision making. a. Sales forecasting b. Data mining c. Exploratory research d. Ethnographic research
Data mining
Which of the following buying center participants chooses a good or service, although another person may have the formal authority to complete the sale? a. Decider b. Gatekeeper c. Boundary spanner d. Influencer
Decider
One of the steps in the marketing research process if:
Defining the problem
The _____ is a qualitative sales forecasting method that gathers and redistributes several rounds of anonymous forecasts until the participants reach a consensus. a. survey of buyer intentions b. sales force composite c. Delphi technique d. exponential smoothing
Delphi technique
Which of the following is a qualitative forecasting technique that seeks opinions from experts outside the firm, like university researchers and scientists, rather than relying completely on company executives? a. Jury of executive opinion b. Exponential smoothing c. Delphi technique d. Sales force composite technique
Delphi technique
Which of the following is a qualitative sales forecasting technique? a. Test markets b. Delphi technique c. Exponential smoothing d. Trend analysis
Delphi technique
_____ defines consumer groups according to variables such as gender, age, income, occupation, education, sexual orientation, household size, and stage in the family lifecycle. a. Geographic segmentation b. End-use segmentation c. Product-based segmentation d. Demographic segmentation
Demographic segmentation
_____ is an accounting term that refers to charging a portion of a capital item's cost as a deduction against the company's annual revenue for purposes of determining its net income. a. Valuation b. Depreciation c. Accretion d. Depletion
Depreciation
Which of the following phases in the development of a social media marketing campaign involves the selection of social media platforms and social media tools to be used to reach the target audience? a. Setting goals b. Developing strategies and choosing tactics c. Producing content d. Implementing the plan
Developing strategies and choosing tactics
Which of the following statements is true of differentiated marketing?
Differentiated marketing helps a company to diversify and reach new customers.
Which of the following statements is true of differentiated marketing? a. A company practicing differentiated marketing attempts to satisfy everyone in the market with one standard product. b. As compared o undifferentiated marketing, differentiated marketing leads to lower inventory and promotional cost. c. Differentiated marketing approach can appeal to a small company that lacks the financial resources of its competitors. d. Differentiated marketing helps a company to diversify and reach new customers.
Differentiated marketing helps a company to diversify and reach new customers.
Which of the following measures is taken by Internet companies to indicate their promise to disclose how they collect personal data and what they do with the customer information? a. Installing software tools such as spyware when users log onto their websites b. Issuing third party cookies to anonymously track user activity c. Using behavioral targeting practices to improve customer privacy d. Displaying the TRUSTe logo on their websites
Displaying the TRUSTe logo on their websites
_____ describes the wide range of transactions taking place via Internet applications such as email and virtual shopping carts. a. Webonomics b. E-business c. Web servicing d. Digital transcription
E-business
_____ is a Web-based system that enables all types of organizations to improve the efficiency of their bidding and purchasing processes. a. Private exchange b. Electronic data interchange c. Extranet d. E-procurement
E-procurement
Which of the following factors falls under the resource dimension of the VALS system? a. Social attitudes b. Primary motivation c. Eagerness to buy d. Political views
Eagerness to buy
Which of the following is a core value emphasized by the American culture? a. Collectivism b. High power distance c. Aversion to consumerism d. Efficiency
Efficiency
Which of the following terms refers to a company website that sells products to customers? a. Information kiosk b. Corporate website c. Online community d. Electronic storefront
Electronic storefront
Sales Era
Emphasis was based on selling persuading people to buy.
Which of the following best describes the function of social media tools? a. Allowing users to build, integrate, or facilitate an online community b. Enabling users to communicate with each other online c. Acting as a home base for online communities d. Allowing marketers to track, measure, and interpret data related to users' social media marketing initiatives
Enabling users to communicate with each other online
The process of encoding data for security purposes is called?
Encryption
In order for SMM to succeed, the content of its message must
Engage the target audience in the conversation
The process of collecting information about the external marketing enviroment is called:
Environmental scanning
Which of the following stages of the organizational buying process involves comparing vendors' proposals? a. Searching for potential sources b. Acquiring and analyzing proposals c. Recognizing and determining the characteristics of a need d. Evaluating proposals and selecting suppliers
Evaluating proposals and selecting suppliers
Which of the following is most likely to be a logical starting point in identifying the marketing problem? a. Ascertaining the budget and logistical limits that the problem warrants b. Determining the computational scope of the problem c. Evaluating the firm's target market and marketing mix elements d. Simulating a market research based on formulated hypotheses
Evaluating the firm's target market and marketing mix elements
Which of the following is one of the top products sold online? a. Event tickets b. Food items c. Clothes d. Books
Event tickets
Which of the following is the most commonly used quantitative forecasting technique? a. Trend analysis b. Exponential smoothing c. Test markets d. Survey of buyer intentions
Exponential smoothing
_____ is a quantitative forecasting technique that assigns weights to historical sales data, giving the greatest weight to the most recent data. a. Delphi technique b. Test Market c. Exponential smoothing d. Jury of executive opinion
Exponential smoothing
Trevor Miguel, a Mexican national, is relocating to America. He is in search of a house and is following up closely with the realtor and his agents. Trevor would be involved in which of the consumer problem-solving behaviors? a. Routinized response behavior b. Variety-seeking buying behavior c. Extended problem solving d. Limited problem solving
Extended problem solving
Which of the following buying behaviors in the consumer markets is similar to new-task buying in business markets? a. Impulsive buying behavior b. Limited problem solving c. Extended problem solving d. Routinized response behavior
Extended problem solving
If a business refuses to comply with a request by the _____, the agency can issue a cease-and-desist order, which gives a final demand to stop an illegal practice.
FTC
_____ remains the most common method for conducting primary research outside the United States. a. Telephonic interviews b. Face-to-face interviewing c. Controlled experimentation d. Mail surveys
Face-to-face interviewing
A brand mark is defined as a part of a brand that can be spoken.
False
A service user of a not-for-profit organization has more control over the organization's destiny than customers of a profit-seeking firm.
False
Branches of the U.S. military sometimes show recruitment advertisements in cinemas featuring movies that are most likely to attract viewers of military age. This is an example of place marketing.
False
Companies that offer mass-marketed goods and services are more likely to achieve monopoly position with their customers compared to those companies that manufacture luxury products.
False
Groups do not intentionally create formal roles, nor do they ever have expectations that roles and statuses will develop within their membership.
False
Laura decided to quit her job and travel for a year. She can be considered a part of the population that is unemployed.
False
Managers of firms have traditionally focused on improving their relationship with the government and the general public as part of their social responsibility.
False
Manufacturers engage in risk taking when they create goods and services based on research and their belief that consumers need them.
False
Matching an external opportunity with an internal weakness produces a situation known as leverage.
False
Promotional events designed to attract visitors to a particular area or to improve the image of a city, state, or nation would be examples of event marketing.
False
The establishment of the WTO, the passage of NAFTA, and the creation of the Euro are examples of protectionism on the part of nations concerned with increased globalization of the marketplace.
False
The extent of consumer spending is directly related to the rate of unemployment.
False
Federal agency that influences marketing activities
Federal Trade Comission
Which is the largest single source of statistical information on the sizes and characteristics of business markets? a. The North American Industry Classification System b. Business publications c. Auditing firms such as PricewaterhouseCoopers d. Federal government
Federal government
Which of the following is the most important source of secondary data in the United States? a. Chamber of Commerce b. Treasury Department c. Federal government d. Bureau of Labor Statistics
Federal government
Aaron Corporation is an insurance firm that provides a range of consumer directed health insurance products. The company has detailed personal information of its patients including their date of birth, email address, health related and occupation details, and address. Which of the following types of software can the company use to protect the consumer information from hackers? a. Spyware b. Shopbot c. Webtrends Analytics d. Firewall
Firewall
What is the role of marketing in sustainability efforts?
Firms gain credibility from their efforts to protect the environment.
Broad spectrum strategic planning typically involves focusing on achieving long-range organizational objectives that may usually affect the firm for a period of:
Five or more years
Which of the following methods used for conducting primary research gathers information by encouraging the participants to engage in a discussion on a predetermined topic? a. Trend analysis b. Delphi technique c. Focus group d. Interpretative research
Focus group
Which of the following products is typically a wife-dominant purchase? a. Apartment b. Auto Insurance c. Food Processor d. Furniture
Food Processor
CoreLogix Inc., has segmented the market as per product usage rates. They have also developed the relevant profile for each of their segments. What would be the next logical step for them in this process of segmentation? a. Commit resources in developing one or more segments b. Forecast market potential c. Forecast probable market share d. Design specific marketing strategy
Forecast market potential
Which of the following is one of the distinct characteristics that differentiates buying centers in foreign companies from those in the U.S. companies? a. In U.S. companies, the participants in the buying centers have more trouble identifying deciders than foreign marketers do. b. Foreign buying centers often include more participants than those involved in U.S. buying centers. c. U.S. buying centers have a more streamlined approach to organizational buying than foreign buying centers. d. Foreign buying centers usually involve separate individuals as gatekeeper and influencer, while U.S. firms usually have the same person performing the roles of influencer and gatekeeper.
Foreign buying centers often include more participants than those involved in U.S. buying centers.
Whirpool combines metal, rubber, and other components in the production of appliances. In doing so the companu creates ___ utility?
Form
_____ are computer systems that help marketers analyze marketing information by assembling, storing, manipulating, and displaying data by their location.
GIS
"The Millennial Generation" is also known as _____. a. the Baby Boomers generation b. Generation Next c. Generation X d. the Tweens generation
Generation Next
The group born between 1968 and 1979, now generally in their early 30s to early 40s, often are referred to as _____. a. Baby boomers b. teenagers c. seniors d. Generation X
Generation X
_____ are computer systems that help marketers analyze marketing information by assembling, storing, manipulating, and displaying data by their location. a. Core based information systems b. Inertial navigation systems (INS) c. Geographic information systems (GIS) d. Advanced navigation assessment systems
Geographic information systems (GIS)
Which of the following terms refers to an advantage brought about by the advent of the Internet as a shopping medium by eliminating the geographic protections and limitations of local business and by giving smaller firms a wider audience? a. Personalization b. Digital tooling c. Interactivity d. Global reach
Global reach
Which of the following is one of the four major categories that define the business market? a. Stock exchanges b. Governmental organizations c. Labor unions d. Lobbying groups
Governmental organizations
Not-for-Profit Organization
Has no ambision for profit but they do seek for surplus to be able to maintaine the organization running.
The purchase of which of the following products will follow a syncratic pattern? a. Health insurance b. Shampoo c. Lawnmower d. Children's clothes
Health insurance
Which of the following service sectors was newly created by the NAICS to better reflect the economy of the 21st century? a. Healthcare and social assistance b. Finance, insurance, and real-estate services c. Public administration d. Wholesale and retail trade
Healthcare and social assistance
Which of the following is the largest racial/ethnic minority group in the United States? a. African Americans b. Native Americans c. Asian Americans d. Hispanics
Hispanics
Which of the following methods involves observing a customer or group of customers in their natural settings and then evaluating their behavior based on an understanding of social and cultural characteristics of that setting? a. Test marketing b. Interpretative research c. Controlled experiment d. Focus group
Interpretative research
TechnoMarket, a retailer of consumer electronics, has its branches worldwide in around 25 countries. The company is looking for a website that will allow it to communicate with its employees worldwide. The website should also enable the employees to access details regarding the new products, their functionality, and their availability in the store. Which of the following will best suit this purpose? a. Private exchange b. Extranet c. Electronic storefront d. Intranet
Intranet
Executive Summary
Involves the who, what, where, when, how, and why of the plan and provides compelling reasons why the plan should be adopted.
Which of the following statements is true regarding online surveys?
It allows participants to respond at their leisure.
Which of the following statements is true regarding online surveys? a. It allows researchers to establish rapport with the respondents and explain confusing or vague questions. b. It allows participants to respond at their leisure. c. It is a highly time consuming method. d. It is more intrusive than telephone surveys.
It allows participants to respond at their leisure.
Which of the following is a limitation of trend analysis? a. It is expensive and time consuming. b. It can communicate marketing plans to the competitors before the firm introduces a product to the total market. c. It is unable to make reliable forecasts during periods of steady growth and stable demand. d. It assumes that the future events will continue in the same manner as the past.
It assumes that the future events will continue in the same manner as the past.
Which of the following is true of B2B E-marketing? a. It cannot be used to provide detailed product descriptions. b. It can help slash order-processing expenses. c. It is a minor part of the e-business activity and typically involves less steps compared to consumer purchases. d. It is not a very attractive option for buying and selling as more errors occur when orders are placed over the Internet.
It can help slash order-processing expenses
Which of the following is a unique feature of social media marketing? a. It is limited by geographical boundaries. b. It creates ways for customers to engage in conversations with each other and the organization. c. It seeks to control the content and message received by the audience. d. It mainly focuses on promoting the company outright rather than focusing on the audience.
It creates ways for customers to engage in conversations with each other and the organization
What has been the impact of big data on gathering information?
It has blurred how data is classified as secondary or primary.
Which of the following is true about a social media marketing plan? a. It is never documented in writing. b. It identifies and describes methods for monitoring, measuring, and managing the SMM effort. c. It shares no common element with a traditional marketing plan. d. It precludes an analysis of the competition.
It identifies and describes methods for monitoring, measuring, and managing the SMM effort
Which of the following is a limitation of secondary data not found in primary data? a. It is more expensive to collect and analyze than primary data. b. It is not readily accessible for marketers. c. It may not be completely relevant to the specific needs of the marketer. d. It is usually in the form of raw data and hence not reliable.
It may not be completely relevant to the specific needs of the marketer.
Which of the following is true regarding leasing needed products from other organizations? a. It requires a high level of capital commitment. b. It increases the sunk costs incurred by a firm. c. It provides flexibility for a growing business allowing it to easily upgrade when needed. d. It makes it difficult for a firm to customize the product according to their needs.
It provides flexibility for a growing business allowing it to easily upgrade when needed.
Which of the following is true with regard to managing a social media marketing campaign? a. It does not require a flexible approach. b. It does not require familiarity with, or knowledge about the company's brand. c. It requires knowledge of the benefits and drawbacks of the different social media platforms. d. It is damaging for a firm involved in managing a potential social media crisis to be transparent.
It requires knowledge of the benefits and drawbacks of the different social media platforms.
Which of the following is true of secondary data used in marketing research? a. It is the data collected for a specific market study. b. It provides richer and more detailed information compared to primary data. c. It is usually collected and compiled by the investigator conducting the study. d. It requires less time and is less expensive to gather.
It requires less time and is less expensive to gather.
Which of the following is a possible disadvantage of outsourcing? a. It increases the expenses incurred by the company to remain competitive in the market. b. It compromises on the quality and speed of production. c. It slows down the company's efforts in bringing new products to market. d. It is not suitable for jobs such as human resources and accounting.
It slows down the company's efforts in bringing new products to market.
After Hurricane katrina, roadways needed to be repaired and rebuilt, resulting in an increase in the demand for concrete, stone, and steel reinforcement. The price of these materials began to rise due to ___ demand.
Joint
Carlos, CEO of Fresh Foods, wants a qualitative forecasting technique that is quick, inexpensive, and can be effectively used to forecast sales in the short run and for new product development. Which of the following techniques will best suit his purpose? a. Delphi technique b. Survey of buyer intentions c. Test markets d. Jury of executive opinion
Jury of executive opinion
Which of the following inventory practices seeks to boost efficiency by cutting inventories to absolute minimum levels? a. Inventory bounce b. Just-in-time policy c. Stock obsolescence d. Perpetual inventory management
Just-in-time policy
Which of the following can be categorized under the cognitive component of an attitude? a. Buying behaviors b. Emotional reactions c. Knowledge of the product d. Value placed upon the product
Knowledge of the product
Which of the following is an example of a bookmarking site? a. PistonHeads.com, that allows users to share information related to automotive industry and also buy/sell cars. b. Linkswarm.com, that allows users to save, organize, and manage links to their favorite websites c. LiveJournal.com, that allows users to write articles on their experiences and favorite topics and share it with other users. d. NowPublic.com, that allows users to post news articles and videos.
Linkswarm.com, that allows users to save, organize, and manage links to their favorite websites
Strategic Planning
Long- term plans usually over a year
Which of the following products is aimed at satisfying the esteem needs of people? a. Basic goods b. Cleaning products c. Auto safety features d. Luxury watch
Luxury watch
Definition of marketing myopia: management's failure to recognize the scope of a company's business
Management's failure to recognize the scope of a company's business
Which of the following factors sets the upper limit on demand generated by a particular market segment? a. Market potential of the segment under analysis b. Psychographic characteristics of the population in the segment c. Geographic dispersion of potential customers in the market segment d. Lifestyle characteristics of the population in the segment
Market potential of the segment under analysis
Which of the following serves as a source of internal data for a firm involved in marketing research? a. Syndicated service firm reports b. Marketing cost analysis c. Census data d. Business and trade magazines
Marketing cost analysis
Stone & Co. decides to open a web store as part of their e-marketing strategy. Which of the following is the topmost in priority for the management at Stone & Co. to roll out their new strategy?
Marketing mix to address target markets
Which of the following terms refers to the process of collecting and using information for marketing decision making? a. Market engineering b. Marketing research c. Market capitalization d. Marketing sampling
Marketing research
_____ are trade sector buyers employed by organizations to secure needed products at the best possible prices. a. Resellers b. Merchandisers c. Category advisors d. Influencers
Merchandisers
Majority of the Hispanic population in the United States originate from _____. a. Brazil b. Peru c. Cuba d. Mexico
Mexico
Which of the following locations would be ideal for a U.S. firm hoping to nearshore its operations? a. Poland b. China c. India d. Mexico
Mexico
Which of the following statements is true regarding micromarketing?
Micromarketing is more narrowly focused than concentrated marketing.
Which of the following statements is true regarding micromarketing? a. Micromarketing techniques are mostly used by mass marketers. b. Micromarketing is more narrowly focused than concentrated marketing. c. Micromarketing is also called undifferentiated marketing. d. Micromarketing involves producing a single product and marketing it in the same way to all potential customers.
Micromarketing is more narrowly focused than concentrated marketing.
The basic objectives or goals of an organization are derived from its:
Mission statements
all of the following statements about FTAA are correct except:
NAFAT nations will become members of the FTAA (T) FTAA would be the largest free-trade zone in the world (T) FTAA would include nations from both North and South America (T) FTAA is scheduled to go into effect in 2010 (F)
_____ is an imbalance between a consumer's actual and desired states. a. Need b. Attitude c. Affect d. Equilibrium
Need
Differentiate between a need and a motive.
Need is an imbalance between the consumer's actual & desired states. Motives are inner states that direct a person toward the goal of satisfying a need. (Example: a need could be food, water, shelter or clothing. If a need is to get food, a motive could be working to make money to get food.) Page 182
_____ refers to a first-time or unique purchase situation that requires considerable effort by decision makers. a. Straight rebuying b. New-task buying c. Primary buying d. Modified rebuying
New-task buying
_____ are noncommercial Internet versions of forums where people post and read messages on specific topics. a. Cookies b. Podcasts c. JARs d. Newsgroups
Newsgroups
Which of the following would be most likely to break through a person's perceptual screen?
Newspaper ad featuring white type on a black background
The system for grouping businesses that grew out of the NAFTA accord is known as the: a. Standard Industrial Classification System. b. Industrial Data Records System. c. International Organization for Standardization of Business. d. North American Industry Classification System.
North American Industry Classification System.
Second Mover Strategy
Observing closely the innovations of first movers and then improving on them to gain advantage in the marketplace
Which of the following is the final step in the business buying process? a. Selecting an order routine b. Evaluating proposals and selecting suppliers c. Obtaining feedback and evaluating performance d. Acquiring and analyzing proposals
Obtaining feedback and evaluating performance
_____ involves movement of high-wage jobs from one country to lower-cost overseas locations. a. Insourcing b. Value engineering c. Offshoring d. Leasing
Offshoring
In the United states, 4 major music companies receive 80of recording revenues. Such a market structure is termed as
Oligopoly
Sharon Rice is part of a team that handles the social media marketing campaign of a company. She is responsible for managing external engagement with customers on social media channels such as Facebook, twitter, and other blogging sites. She is described as what?
Online communication manager
How is online marketing different from e-marketing? a. Online marketing encompasses financial transactions in addition to promotion of sales, as opposed to e-marketing. b. Online marketing is applicable to both goods and services, while e-marketing is for goods alone. c. Online marketing is limited to interactive computer systems, while e-marketing encompasses technologies not involving computers. d. Online marketing is suited for geographically smaller regions, while e-marketing provides the benefits of a truly global reach.
Online marketing is limited to interactive computer systems, while e-marketing encompasses technologies not involving computers.
Which of the following is most likely to be a reason why consumers prefer shopping online? a. Only online purchases offer reduced rates to customers on branded credit cards. b. E-marketers offer better warranties on products compared to brick and mortar retailers. c. Products that are purchased online are delivered free of cost whereas brick and mortar stores charge customers for delivering goods to their door steps. d. Online stores allow customers to compare prices and features at their leisure.
Online stores allow customers to compare prices and features at their leisure
Which of the following data collection methods is considered as the best means for obtaining detailed information about consumers? a. Telephone interviews b. Focus groups c. Mail surveys d. Personal interviews
Personal interviews
Which of the following statements is true regarding the nature of the business market? a. Distribution channels for business products are significantly longer than those for consumer products. b. As compared to business markets, customer relationships in consumer markets tend to last for longer duration. c. Personal selling plays a bigger role in business markets than in consumer markets. d. As compared to consumer markets, purchase decisions in business markets are relatively simple because of relatively less number of decision makers.
Personal selling plays a bigger role in business markets than in consumer markets.
Which of the following statements is true regarding the influence of organizational factors on purchasing decisions? a. Centralized buying tends to emphasize short-term results. b. Personal selling skills and user preferences carry more weight in decentralized purchasing situations. c. Consolidating vendor relationships increases the company's overall expenses. d. Decentralized buying focuses more on long-term relationships with suppliers.
Personal selling skills and user preferences carry more weight in decentralized purchasing situations.
According to Maslow _____ needs concerns essential requirements for survival such as food & clothing.
Physiological
Human Needs
Physiological ( food and clothes) Safety ( financial and lifestyle security) social/belongingness needs ( the desire to be accepted by people) esteem needs ( sense of accomplishment and achievement) self-actualization needs ( human needs is people's desire to realise their full potential )
Availability of goods and services at convenient locations creates
Place Utility
The process of anticipating future events and conditions and determining the best way to achieve organizational objectives is known as:
Planning
At which stage of the consumer decision-making process is cognitive dissonance most likely to occur? a. Search b. Evaluation c. Purchase decision and purchase act d. Post purchase evaluation
Post purchase evaluation
At which stage of the consumer decision-making process is cognitive dissonance most likely to occur?
Postpurchase evaluation
TecMag is a technology firm that builds computer systems and other related components. TecMag sources its raw materials from various manufacturing firms and is looking for a website that can help in effectively placing orders with the manufacturers online, and also in tracking the order. Which of the following websites can help TecMag accomplish this task efficiently? a. Social website b. Intranet c. Private exchange d. Corporate website
Private exchange
Home depot has a Web site service called the Business toolbox, which provides the company's small business customer a multitude of basic business services from payroll processing to date storage. This innovative Web site can be considered:
Private exchange or c-business
In which of the following steps of the consumer decision-making process does the marketer try to help prospective buyers identify and identify potential needs? a. Search b. Problem or opportunity recognition c. Evaluation of alternatives d. Postpurchase evaluation
Problem or opportunity recognition
A marketing philosophy summarized by the phrase "a good product will sell itself" is characteristic of the ___ era
Production era
Which of the following can be categorized as a capital item purchased by organizational buyers? a. Office supplies b. Copy papers c. Production plant d. Machine lubricants
Production plant
Which of the following measures, when adopted, will help an online retailer to build customers' trust? a. Using third party cookies issued by Web servers b. Use of behavioral targeting to research customer preferences c. Installing spyware on Web browsers d. Prominently displaying a privacy policy
Prominently displaying a privacy policy
Which of the following segmentation approaches is most likely to help marketers quantify aspects of consumers' personalities and lifestyles to create goods and services for a target market?
Psychographic segmentation
Which of the following segmentation approaches is most likely to help marketers quantify aspects of consumers' personalities and lifestyles to create goods and services for a target market? a. Psychographic segmentation b. Demographic segmentation c. Geographic segmentation d. Product-based segmentation
Psychographic segmentation
Which of the following is one of the industry categories created by the Standard Industrial Classification system? a. Health care and social assistance b. Professional, scientific, and technical services c. Information services d. Public administration
Public administration
Stinson's, a chain of luxury department stores, uses a unique two-dimensional code on pamphlets and brochures that can be read by mobile phones with cameras. These codes provide detailed information regarding the products available in the store along with their prices. Which of the following are being used by Stinson's in the above scenario? a. Apps b. Fact Tags c. QR codes d. Social networks
QR codes
Production Era
Quality products will sell themselves
In which of the following nonprobability samples, the participants that are to be included in the study are handpicked by the researchers? a. Cluster sample b. Quota Sample c. Stratified sample d. Simple random sample
Quota Sample
A firm has decided to purchase hybrid delivery vehicles in response to rising gasoline prices. Which step in the business buying process does this illustrate? a. Determining the characteristics of the needed product b. Recognizing a problem or opportunity c. Searching for qualified sources d. Evaluating proposals and selecting suppliers
Recognizing a problem or opportunity
The Robinson family recently bought a car as they were offered a no-interest financing option. The family's annual vacation was also booked through a discount travel firm. The family has purchasing power, but they prefer to spend their money cautiously like most other families in the country. The above stated instances indicate which stage of the business cycle?
Recovery
Which of the following actions is shaped by the effective application of learning theory within the marketing strategy context? a. Repeat purchase behavior b. Impulse buying behavior c. Cognitive dissonance d. Domino effect
Repeat purchase behavior
Artisanal Brands, Inc. markets and distributes a line of specialty, artisanal, and farmstead cheese products in the United States. The company gives bulk discounts to their wholesalers. The result is that smaller stores are getting the products at a higher rate as compared to supermarkets and large shopping chains. These stores will be protected under the _____.
Robinson-Patman Act
Which of the following consumer problem-solving behaviors requires the least effort? a. Extended problem solving b. Limited problem solving c. Routinized response behavior d. Variety seeking buying behavior
Routinized response behavior
_____ is a technology that secures a website by encrypting information and providing authentication. a. SMTP b. HTTP c. SSL d. TCP/IP
SSL
Marketing planning establishes the:
basis for any marketing strategy.
Be Wise is an insurance firm that helps people save money for retirement and health purposes. It markets its health and life insurance products with a tag line "save for future." Be Wise is trying to address which of the following needs in the Maslow's hierarchy of needs? a. Esteem needs b. Safety needs c. Physiological needs d. Social needs
Safety needs
Helene made sure that her company car was equipped with OnStar devices in case she ever has car trouble or gets lost while traveling between appointments. Which level of Maslow's hierarchy of needs is Helene addressing? a. Social needs b. Safety needs c. Esteem needs d. Self-actualization needs
Safety needs
Which of the following forecasting techniques develops forecasts based on the belief that organization members closest to the marketplace offer the best insights concerning short-term future sales? a. Sales force composite technique b. Delphi technique c. Survey of buyer intentions d. Exponential smoothing technique
Sales force composite technique
_____ involves paying search engines, such as Google, a fee to make sure the company's listing appears toward the top of the search results. a. Search engine optimization b. Page ranking c. Search marketing d. Contextual advertising
Search marketing
Adam, a purchasing agent for an automobile manufacturer, is making a list of payroll services suppliers available in the market. In which stage of the organizational buying process is Adam? a. Recognizing a problem or opportunity b. Determining the characteristics and quantity of the needed service c. Describing the characteristics of the needed service d. Searching for and qualifying potential sources
Searching for and qualifying potential sources
Cannondale Bicycles has an owner's group called "The Chain Gang." Members receive e-mails listing cycling-related tips, as well as access to a special Web site. This is an example of which level of relationship marketing?
Second
Commercial Organization
Seek for profit and raise customer base
Zardo, Inc. divides its customers into the following categories: manufacturers, retailers, government agencies, and not-for-profit institutions. Which of the following types of segmentations is being used by Zardo? a. Segmentation by end-use application b. Segmentation by customer type c. Segmentation by demographic characteristics d. Segmentation by purchase categories
Segmentation by customer type
Horch is the biggest manufacturer of consumer goods in Germany. The company segments its business customers into new and existing customer groups based on the stage of relationship between the company and the customer. This helps the company to develop different strategies for newly acquired customers and the existing customers, who are interested in making repeat purchases. Which of the following segmentation approaches is being used by Horch in the above scenario? a. Segmentation by customer type b. Segmentation by purchase categories c. Segmentation by end-use application d. Segmentation by demographic characteristics
Segmentation by purchase categories
Which of the following statements reflects Carla's interpersonal determinants concerning her purchase of an Apple computer? a. She believes you get what you pay for when purchasing products. b. She perceives that Apple offers the best customer service though her family and friends do not share this opinion. c. She makes purchases to satisfy the expectations of her family members who insist on buying Apple products. d. She identifies with the brand and periodically purchases new Apple products.
She makes purchases to satisfy the expectations of her family members who insist on buying Apple products
Tactical Planning
Short-term plans usually over 2 or 3 months the max
Which of the following tools help marketers trace, measure, and interpret data related to social media marketing initiatives? a. Social media platforms b. Social media analytics c. QR codes d. Apps
Social media analytics
Social Marketing
Social media let comapnies show customers they are listening
Which of the following types of social media platforms allow their users to create an online profile of biographical data including photos and information such as employment, education, and relationship status, and to invite friends to join their circle? a. Social news sites b. Blogging sites c. Microblogs d. Social networking sites
Social networking sites
_____ are websites that provide virtual communities for people to share daily activities and increase their circle of online friends. a. Blogging sites b. Social networking sites c. Bookmarking sites d. Social news sites
Social networking sites
Topix.net is a website that allows people to comment on news articles and report on events occurring in their local communities. It also allows users to edit and rate the topics of their choice. Topix.net can be grouped under which of the following social media platforms? a. Social blogging sites b. Social networking sites c. Online forums d. Social news sites
Social news sites
Which of the following social media platforms allow users to report on the happenings in their communities and then vote on which postings get the most prominent display on the site? a. Blogging sites b. Online forums c. Social news sites d. Social networking sites
Social news sites
According to Bryan Tracy, which one of these 4 key marketing principles are correct?
Specialization, concentration, differentiation, and segmentation.
Virtue.com, a women's clothing brand that sells its products online intends to automatically collect data from Internet browsers to track the customer's preferences. These data will help the company to improve its website to provide better search results and also to target its ads well. Which of the following types of software can be used by the company to collect customer information? a. Firewall b. Spyware c. Shopbot d. RSS
Spyware
With respect to the BCG matrix, which one of the following generates considerable income, but requires sizeable investments to underwrite further growth in the future?
Stars
Which of the following is a low-involvement product? a. Cars b. Laptops c. Stationery d. Jewelry
Stationery
Which of the following is a probability sample? a. Stratified sample b. Quota sample c. Convenience sample d. Accidental sample
Stratified sample
A SWOT analysis is designed to reveal among other things a firm's core competencies which reflect its
Strengths
A consumer goods company involved in marketing research is trying to obtain information regarding the target market's ability to purchase. Which of the following data sources can provide the relevant information to the company? a. the U.S. Governors' Handbook on Effective Buying Income. b. Country and City Data Book published by the federal government c. Thomson Gale's Encyclopedia of Associations. d. Survey of Buying Power and Media Markets published by Sales and marketing management
Survey of Buying Power and Media Markets published by Sales and marketing management
Which of the following qualitative forecasting techniques is useful in predicting short-term and intermediate sales for firms that serve selected customers? a. Delphi technique b. Survey of buyer intentions c. Trend analysis d. Sales force composite technique
Survey of buyer intentions
The U.S. database that combines features such as railroads, highways, and rivers with census data such as household income is called:
TIGER (Topographically Integrated Geographic Encoding and Referencing).
The U.S. database that combines features such as railroads, highways, and rivers with census data such as household income is called: a. AEGIS (American Exploratory Geographic Information Systems). b. PoLeCAT (Population Legally Counted and Typologized). c. TIGER (Topographically Integrated Geographic Encoding and Referencing). d. ZEBRA (Zoned Environment Business Report Activities).
TIGER (Topographically Integrated Geographic Encoding and Referencing).
Which of the following products would be the best choice to be marketed using an undifferentiated marketing strategy? a. Luxury automobiles b. Healthy snack foods c. Table salt d. Imported wine
Table salt
In which of the following industruies are you most likely to encounter time-based competition?
Technology
Which of the following is a quantitative forecasting method? a. Jury of executive opinion b. Sales force composite technique c. Test market d. Delphi technique
Test market
McBurgers plans to introduce a new line of fish sandwiches to fifteen stores in eastern United States for a six-month period. If the product and promotional efforts behind it are successful, the company may launch them nationwide. What type of research is being conducted to determine potential success?
Test marketing
McBurgers plans to introduce a new line of fish sandwiches to fifteen stores in eastern United States for a six-month period. If the product and promotional efforts behind it are successful, the company may launch them nationwide. What type of research is being conducted to determine potential success? a. Test marketing b. Exploratory research c. Stratified sampling d. Trend analysis
Test marketing
_____ is a marketing research technique that involves introducing a new product in a specific area and then measuring its degree of success. a. Trend analysis b. Concept testing c. Test marketing d. Exponential smoothing
Test marketing
Which of the following is a quantitative forecasting techniques that is frequently used by planners to assess consumer responses to new-product offerings? a. Survey of buyer intentions b. Exponential smoothing c. Test markets d. Sales force composite technique
Test markets
Which of the following is true of culture in the United States today?
The American culture still emphasizes the importance of family and home life despite changes in the family structures over the years.
Which of the following is true of culture in the United States today? a. The basic core values in the American society have changed to collectivism and spirituality. b. The American culture still emphasizes the importance of family and home life despite changes in the family structures over the years. c. The marketing strategies that are successful in one state can be extended to other states as well due to lack of diversity among different American states. d. The U.S. culture is composed of relatively few subcultures compared to other developed nations.
The American culture still emphasizes the importance of family and home life despite changes in the family structures over the years.
Which of the following bans the purchase of domain names that are identical or confusingly similar to existing registered trademarks?
The Anticybersquatting Consumer Protection Act
Which of the following qualitative forecasting techniques is best suited for predicting long-run issues such as technological breakthroughs that could affect future sales? a. Survey of buyer intentions b. The Delphi technique c. Jury of executive opinion d. Sales force composite technique
The Delphi technique
Which law protects intellectual property rights by prohibiting the copying or downloading of digital files?
The Digital Millennium Copyright Act
Which of the following agencies supports consumer rights through its initiative of informing consumers of their right to modify or discontinue receiving solicitations?
The Direct Marketing Association
When Jonathan was contacted by his insurance firm regarding certain medical claims he had made recently, he realized that someone else had used his name and insurance information without his consent to make false claims for medical services and goods. Which of the following acts will enable Jonathan to take action against the person who stole his personal information?
The Identity Theft Enforcement and Restitution Act
Which of the following acts gives the FTC jurisdiction over false and misleading advertising?
The Wheeler-Lea Act
MarkPro Solutions is developing a social media marketing plan for an automobile company in order to help it market its products through social networking sites. MarkPro Solutions has designed a marketing campaign, and is currently in the process of documenting the goals and strategies of the plan together with the implementation and monitoring methods. Which of the following sections of the SMM plan is being developed by MarkPro Solutions in the above scenario? a. The overview of the plan b. The competitive analysis c. The body of the plan d. The executive summary
The body of the plan
Which of the following sections of a social media marketing plan covers the statements of goals and strategies, target audience, budget and the returns as well as the methods for monitoring, measuring, and managing the marketing campaign? a. The overview of the plan b. The executive summary c. The body of the plan d. The competitive analysis
The body of the plan
Which of the following is true of a buying center in an organization? a. The buying center is an integral part of a firm's formal organizational structure. b. The composition of the buying center remains the same for all purchase situations. c. The buying center includes everyone involved in any aspect of the buying process. d. It is a group of people in an organization who are responsible for developing new product concepts.
The buying center includes everyone involved in any aspect of the buying process.
Which of the following is the largest segment of the business market? a. Trade industries, which include retailers, wholesalers, and resellers b. The commercial market, which includes anyone who acquires products to support production of other goods and services c. Government organizations, including the military, state, and federal governments d. Institutions such as hospitals and churches
The commercial market, which includes anyone who acquires products to support production of other goods and services
First Mover Strategy
The company first to offer a product in the marketplace will be the long-term market winner
The marketing team at Sienna Technologies has decided to use social media to market the firm's products, and is in the process of creating a social media marketing (SMM) plan. Currently, the marketing team at Sienna Technologies is preparing a report on the various social media platforms and tools being used by its primary competitors. In which of the following sections of the SMM plan is this most likely to be included? a. The executive summary b. The body of the plan c. The overview d. The competitive analysis
The competitive analysis
Which of the following is true of expense items purchased by organizational buyers? a. The cost of these products are charged against the income of the company in the year of purchase. b. The net income of these products is determined by charging a portion of their cost against the company's annual revenue. c. These items are long lived business assets that must be depreciated over time. d. All major expenses such as setting up new plants, equipments and machinery are included in this category.
The cost of these products are charged against the income of the company in the year of purchase.
Which of the following factors is considered by marketers while segmenting business markets by purchase categories? a. The precise way a business purchaser will use a product b. The complexity and precision of the requirements for goods and services c. The customer's transaction history d. The sales revenues of the customer's firm
The customer's transaction history
Which statement concerning the use of focus groups is incorrect?
The group should be moderated using a well-structured questionnaire
Which of the following is a basic requirement for effective market segmentation? a. The firm must avoid focusing on consumer-dependent variable, such as discretionary income, while conducting market segmentation. b. The market segment must present measurable purchasing power and size. c. The company must expand beyond its marketing capabilities to capture those market segments that have reached the maturity stage in the product life cycle. d. The company must target a large number of small market segments so that they can develop effective strategies to appeal to them.
The market segment must present measurable purchasing power and size.
Which of the following would fall under the category of personal determinants of consumer behavior?
The needs and motives of the individual
Which of the following would fall under the category of personal determinants of consumer behavior? a. The culture in which a person is raised b. The needs and motives of the individual c. The subculture to which one belongs d. The reference groups that the individual looks up for guidance
The needs and motives of the individual
In the practice of relationship marketing, the definition of a customer is taken to another level. Which of the following best illustrates how a company practicing relationship marketing is different from a traditional transaction-based marketer?
The purchasing department of a defense contractor invites its suppliers to attend an annual golf outing.
Which of the following is true of generic products?
They are characterized by plain labels, little or no advertising, and no brand names.
Which of the following is true of the Hispanic population in the United States? a. They have mostly descended from families who have lived in the United States for many generations. b. They tend to be younger than the typical Americans. c. They are a homogenous group. d. They are rising in proportion primarily because of their high birth rate.
They are rising in proportion primarily because of their high birth rate.
Which of the following is true of focus groups used by marketers to gather primary data? a. They elicit information from the customers through a question-and-answer format. b. They allow participants to respond at their leisure. c. They are typically used for measuring the success of a new product introduced in a specific area. d. They are valuable tool for exploratory research and development of new product ideas.
They are valuable tool for exploratory research and development of new product ideas
Which of the following is true of the Hispanic population in the United States?
They have mostly descended from families who have lived in the United States for many generations.
An article titled, "Jeff Bezos Says Amazon is Seriously Serious about Drone Deliveries", recently appeared in a widely circulated business publication. Which of the following statements is true about this statement and its relationship to the Eight Universal Marketing Functions?
This statement relates to the physical distribution function of transporting.
Which of the following is the reference book that can help marketers track down trade organizations that may have data pertinent to their company? a. The U.S. Government's Survey of Current Business. b. Who's Who in American Industry. c. Thomson Gale's Encyclopedia of Associations. d. Catalog of U.S Government Publications.
Thomson Gale's Encyclopedia of Associations
Which of the following is the reference book that can help marketers track down trade organizations that may have data pertinent to their company?
Thomson Gale's Encyclopedia of Associations.
Utility
Time, place, and ownership
The most important goal of a marketing website
To increase purchases by visitors
_____ is the largest metropolitan area in the world. a. New York b. Tokyo c. Mexico City d. London
Tokyo
Physical distribution function
Transporting and storing
A mission can be defined as an essential purpose that differentiates one company from another
True
A positioning map provides a valuable tool to help managers position products by graphically illustrating consumers' perceptions of competing products within an industry.
True
A trademark is different from a trade name, which is usually used to identify a company.
True
According to the BCG matrix, if a question mark cannot become a star, the firm should pull out of the market and target other markets with greater potential.
True
Acquisitions and mergers help firms with limited resources to gain access to new markets or new expertise.
True
African Americans possess buying power that nearly equals Hispanics in the united states
True
As the senior vice-president of marketing, Naomi will be closely involved in her firm's strategic planning.
True
Clairol offers a line of hair color called "Nice n Easy" which allows women to touch-up their hair and easily cover their gray hairs conveniently and easily at home. Based on research, Clairol knows that women aged 30 and above are most likely to need some type of color product to hide their gray hair and maintain a youthful appearance. What type of segmentation does Clairol use by targeting women over 30?
True
Critics of Maslow pointed out that depending on the personal value system of an individual, he/she might skip the level of esteem needs and move directly toward self-actualization.
True
Culture refers to values, beliefs &, tastes that are passed from one generation to the next
True
Families, bachelors, and retirees could be considered separate market segments for a company promoting travel packages.
True
For-profit organizations tend to focus more on their customers than not-for-profits do.
True
Married couples enter the "empty nest" stage once their children start living on their own.
True
Micromarketing can target even individuals.
True
Social media marketing allows customers to promote the firm's messages to themselves
True
The emergence of the marketing concept can be linked to the shift from a seller's market to a buyer's market.
True
Secure Sockets layer (SSL) is a technical term for the:
Two-way encryption of data with security keys on each end
Which of the following is most likely to break through a person's perceptual screen? a. Unique packaging b. Black-and-white classified ad c. Simple message, simple background d. Fewer colors used in an ad
Unique packaging
A leading e-Learning company is expanding its operations in Japan. To ensure smooth communication between branches, it needs a communication technology which provides facilities such as call plans, call waiting, and three way calling. Additionally it would like to keep costs low. Which technology should it adopt?
VoIP
A leading e-learning company is expanding its operations in Japan. To ensure smooth communication between branches, it would like to adapt a communication technology which provides facilities such as call plans, call waiting, and three way calling among other. Additionally it would like to keep the costs minimal. Which technology should be adopt?
Voip
Electronic data interchanges, once limited by operating system incompatibility, have found new life due to: a. Web services using open-source XML. b. open-source operating systems. c. use of secure virtual private networks. d. uniform OS programming practices.
Web services using open-source XML.
Concept Marketing
creating and distributing relevant and targeted materials to attract and engage the audience
_____ are tiny interactive applications that Internet users can copy and add to their own pages to play music, video, or slide shows. a. Widgets b. Interstitials c. Podcasts d. Plug-ins
Widgets
_____ roles are mostly seen in households with two wage earners while making purchase decisions. a. Syncratic b. Husband-dominated c. Wife-dominated d. Dictatorial
Wife-dominated
A _____ is a webpage anyone can edit so that a reader can in addition to asking questions or posting comments
Wiki
An example of a core value of the United States culture would be the:
Work ethic
Which of the following is the earliest method used for gathering marketing information?
Written testimonials received from purchasers of a firm's products
Which of the following the earliest method used for gathering marketing information? a. Written testimonials received from purchasers of a firm's products b. Email surveys conducted by research professionals c. Telephone surveys conducted to assess household preferences d. Delphi technique
Written testimonials received from purchasers of a firm's products
EDI
a computer-to-computer exchange of invoices, purchase orders, price quotations, and other sales information between buyers and sellers.
subculture
a group within a culture that has its own distinct mode of behavior.
A buying situation in which business purchasers are willing to reevaluate their available options is known as: a. a straight rebuy. b. a modified rebuy. c. new-task buying. d. value engineering.
a modified rebuy.
Adecco systems has a website service which allows the company to interact with its suppliers and share all types of data related to e-marketing. This innovative website can be regarded as: a. a marketing website. b. a private exchange. c. a corporate website. d. an electronic storefront.
a private exchange.
Phishing
a scam email or pop-up messages that claim to be familiar to banks, internet service providers , or other organizations asking for personal information
Pop-up ad
a separate window that pops up with an advertising message
Consumerism
a social force within the environment that aids and protects the buyer by exerting goals legal, moral, and economic pressures.
SunDay Holidays paid a fee to Google.com to display a link of their website when a user enters a keyword related to holidays or vacations. The link gets displayed on the right side of the search results page. This link is an example of: a. a sponsored link. b. an organic search. c. a home page. d. a natural search page.
a sponsored link
When a business purchaser reorders a product that has performed satisfactorily in the past without assessing competing options, the buying situation is called: a. a straight rebuy. b. new-task buying. c. value engineering. d. a modified rebuy.
a straight rebuy
Blogs
a web page that serves as a publicly accessible journal for an individual or organization
Wiki
a webpage anyone can edit
E-business
a wide range of activities that take place via internet for business interaction between organizations
References to the Internet's global reach have to do with its: a. ability to communicate with consumers located anywhere in the world. b. capacity to overcome cultural barriers between nations. c. power to insulate national economies from events occurring outside their borders. d. ability to use a single language, English, to communicate with world markets.
ability to communicate with consumers located anywhere in the world.
The VALS system will categorize consumers who are influenced by symbols of success as: a. action-motivated consumers. b. achievement-motivated consumers. c. principle-motivated consumers. d. self-expression motivated consumers.
achievement-motivated consumers
Once a search for suppliers is completed and the company makes the suppliers aware of its needs, the company will begin: a. obtaining feedback from its customers. b. notifying the distribution channels of the new product introduction. c. acquiring and analyzing proposals. d. selecting an order routine.
acquiring and analyzing proposals
Business markets differ from consumer markets in that, in business markets: a. the products sold are mostly standardized and fit broader market segments compared to consumer products. b. the distribution channels are longer as the product passes through a number of intermediate links. c. the buying process is less complex and involves fewer decision makers. d. advertising plays a much smaller role when compared to the consumer market.
advertising plays a much smaller role when compared to the consumer market.
According to the text, once a company's customers have become "loyal supporters", the company should seek to further the relationship with those customers so that they become _______.
advocates
An advertisement that creates warm feelings of goodwill toward the advertiser and his products is altering the _____ component of attitude. a. tangible b. behavioral c. traditional d. affective
affective
A brand is much more than just a logo. Instead it is a(n) ______________________________________________________________________________________________________.
almagam of everything the brand is, say's, and does.
Channel conflicts can be defined as conflicts: a. over revenue sharing between manufacturers and their workers. b. among manufacturers, wholesalers, and retailers. c. among customers and marketers regarding data privacy and information security. d. between marketers and the government over legal issues.
among manufacturers, wholesalers, and retailers
A shift in cultural values away from accumulating material possessions to spending time with family and friends benefit those who market: a. expensive automobiles. b. luxury cars. c. amusement parks and picnic areas. d. children's designer clothes.
amusement parks and picnic areas.
Search Marketing
an arrangement by which a firm pays a search engine ( such as google )
Podcasts
an audio or video file that can be downloaded from a website to a digital file
The airline industry in a particular country has only four dominant players. Large capital investments and government regulations often prevent new players from entering the market. Based on this information, the structure of the airline industry in this country is _____.
an oligopoly
The first stage in the eight-stage model of an organizational buying process involves: a. determining the characteristics and quantity of a needed good or service. b. searching for and qualifying potential sources. c. anticipating a problem, need, or opportunity and a general solution. d. establishing specifications for a needed good or service.
anticipating a problem, need, or opportunity and a general solution
Planning
anticipating future events and conditions determine the best way to achieve organizational objectives
A(n) _____ is a free or paid software download that links users to a wide range of goods and services, media and text content, social media platforms, search engines, and the like. a. QR code b. blog c. social media analytics tool d. app
app
Hootsuite is a social media management software that allows users to manage multiple social network profiles, keep track of brand mentions, and send regular updates to their Twitter account. Hootsuite is an example of a(n) _____ a. blogging site b. app c. microblog d. social networking site
app
ReadUp is a social media management software that allows its users to read free books available on the Internet and browse through various articles and international dailies for information. ReadUp can be regarded as a(n) _____. a. social news site b. blogging site c. online forum d. app
app
Snaptell allows shoppers to retrieve more information about products while shopping in brick-and-mortar stores. It is an example of a(n) _____. a. microblog b. social network c. app d. firewall
app
Atari, a consumer electronics and video games company, observed the innovations of Nintendo Co., the most powerful video game company at that time, and destroyed the market share of Nintendo eventually. This implies that Atari:
applied a second-mover strategy.
personal determinants of consumer behavior
are needs and motives, perceptions, attitudes, learning, and self-concept theory
The basic objective of place marketing is to:
attract visitors or new businesses to a particular area.
An individual's reference group is most likely to influence his purchase decision while buying a(n) _____. a. external hard drive b. automobile c. frozen dinner d. latte
automobile
A(n) _____ role is seen when the partners independently make equal numbers of decisions regarding household purchases. a. syncratic b. husband-dominant c. autonomic d. wife-dominant
autonomic
Odyssey is a website where the host regularly posts photos and articles on his favorite travel destinations and his experiences therein. Users of the site are allowed to respond or post comments on these articles. Odyssey is an example of a _____. a. blogging site b. social news site c. database d. bookmarking site
blogging site
Oneview is a social media platform that provides a space for its users to save, organize, and tag links of their favorite websites. The users can also share these links with other members of the platform. Oneview is an example of a _____. a. social networking site b. social news site c. blogging site d. bookmarking site
bookmarking site
A(n) _____ is a software program that allows online shoppers to compare the price of a particular product offered by several online retailers. a. electronic shopping cart b. extranet c. electronic storefront d. bot
bot
Visuals, people, and slogans are all an example of _______________________.
brand association
A popular clothing brand in Switzerland decided to launch a new line of home furniture under the same brand name. This strategy being used by the company to launch its new offerings is called _____.
brand extension
Nivea works for Bonbon, a fair-trade chocolate company based in California. In addition to being recognized for the delicious, low fat treats the company manufactures, Bonbon is also known for fair labor practices at its factories. When interviewed, 83% of the company's loyal customers said when they couldn't find Bonbon products for purchase in local stores, they ordered them online rather than buy substitute products. Which type of brand loyalty is illustrated here?
brand insistence
An apparel manufacturer decides to create a line of t-shirts depicting the most popular soft drinks on the market. The images would include Coke, Pepsi, Sprite, Mountain Dew, and Dr. Pepper. The apparel manufacturer will have to complete which of the following practices before creating this line of t-shirts?
brand licensing
Jimmy Buffet is a popular singer, songwriter, entertainer and business owner of Margaritaville Holdings. The company operates restaurants and hotels and also engages in contracted relationships with other companies who use the Margaritaville name on their products. Margaritaville foods are now available in the local grocery store including items such as trail mix and frozen shrimp. Margaritaville is utilizing ________ to expand their exposure in the marketplace.
brand licensing
The product-related segmentation of consumers based on the strength of their attachment and allegiance to their preferred products is called _____ segmentation.
brand loyalty
The product-related segmentation of consumers based on the strength of their attachment and allegiance to their preferred products is called _____ segmentation. a. values and lifestyles b. business-to-business c. psychographic d. brand loyalty
brand loyalty
A frequent flyer program used by an airline is an example of _____. a. segmentation by benefits sought b. brand loyalty segmentation c. psychographic segmentation d. socioeconomic segmentation
brand loyalty segmentation
A _____ is a symbol or a pictorial design that distinguishes a product from its competitors' offerings.
brand mark
Organizational Drivers are made up of:
brand mission, values and story
Because people relate to organizations as if they are people it is important to define an organizations:
brand personality
A company has introduced a new product in the market. The company distributes free samples of this product to people so that they can try it. This product is at the _____ stage of brand loyalty.
brand recognition
preroll video add
brief marketing messages that appear before expected video content
The overview of a social media marketing plan: a. briefly describes the overall market conditions, and the firm's current position in the social media. b. gives compelling reasons as to why the plan should be adopted by the firm. c. describes in detail the goals and strategies, the target audience, and the methods for implementing, monitoring, measuring, and managing the marketing campaign. d. examines competitor's presence in social media, including which platforms and tools they select and an evaluation of their overall effectiveness.
briefly describes the overall market conditions, and the firm's current position in the social media
In a B2B context, businesses use social media mainly to: a. share views and make final buying decisions. b. learn about new goods and services. c. connect with the general public. d. build relationships, including partnerships with other companies.
build relationships, including partnerships with other companies
The lumber that a carpenter purchases to make a table for a customer can be classified as a(n): a. impulse product. b. business product. c. consumer good. d. final product.
business product
Interactive Marketing
can direct communication with customers, allow larger exchanges, and put the customer in control
You are creating an ethics compliance program for your corporation. Which of the following issues is it unnecessary for you to address?
cannibalization
Kenmore is a well-known brand of appliances sold exclusively by Sears. Kenmore is best described as a(n) ____ brand.
captive
According to the BCG market share/market growth matrix, the SBU that produces strong cash flows which can be used to finance the growth of other SBUs is the:
cash cow
A _____ is a trade industry vendor who develops a comprehensive procurement plan for a retail buyer. a. category captain b. merchandiser c. boundary spanner d. gatekeeper
category captain
Fred Foods Inc. provides free cereals and biscuits to support a program that aims to end hunger in various emerging nations. This is an example of _____ marketing.
cause
Sparks, a manufacturer of smartphones and tablets, is currently gathering information on demographics in order to pinpoint the audience for its social media marketing campaign. In other words, Sparks is collecting information on: a. the social media platforms and tools used by its competitors and their overall effectiveness. b. what potential customers need or want c. which of its products and social media will meet the needs and wants of a particular group of people. d. characteristics such as age, gender, geographic location, income, ethnicity, and marital status of a target group.
characteristics such as age, gender, geographic location, income, ethnicity, and marital status of a target group.
The single group within society that is most vulnerable to reference group influence is: a. the older consumer who feels somewhat left out of things. b. unmarried women, many of whom feel a need for stability in their lives. c. new immigrants who want to capture the American dream. d. children, who base most of their buying decisions on outside influences.
children, who base most of their buying decisions on outside influences
A sampling method that involves first selecting a sample of subgroups from the population and then drawing a sample from each group so that the final sample represents the diversity of the population is called a _______ sample.
cluster
When a consumer begins to feel dissatisfied with a product or service recently purchased, the anxiety they feel is called: a. cognitive dissonance. b. functional fixedness. c. product revaluation. d. mental set.
cognitive dissonance.
Ford Motor Company surveyed 10,000 customers to analyze their needs and preferences in automobiles. At the end of the survey, respondents were asked to provide demographic information, including age. Responses concerning preferences were strikingly similar for each group within a specific five-year age range. This result is an example of the _____ effect. a. income b. life cycle c. cohort d. Hafner's
cohort
Praga is an automobile manufacturing company that makes cars. Praga buys steel, aluminum, paints, car engines and other necessary components from various suppliers around the world and assembles them together to make a final product. Praga belongs to the _____ component of the business-to-business market. a. commercial market b. trade industries c. institutions d. governmental organizations
commercial market
Online communities like Internet forums, newsgroups, and social networking sites take advantage of the _____ function of the Internet. a. entertainment b. communication c. information d. comparison
communication
online communities
communities that come together for mostly discussion in a certain subject or issue ( facebook and twitter )
Edward is looking to purchase a laptop as he is not satisfied with the features of his old laptop. He gathers information from his coworkers about the new models available in the market with the desired features and lists down all the available options. The next step in Edward's decision-making process is to: a. continue looking for more options available in the market. b. identify the problem he is facing with his current computer. c. purchase the product from a trusted dealer recommended by his family. d. compare the prices and features of all the available brands in his list.
compare the prices and features of all the available brands in his list
The _____ of a social media marketing plan examines and evaluates the competitors' presence in social media, including the platforms and tools they select and their overall effectiveness. a. competitive analysis b. executive summary c. overview d. body
competitive analysis
A negotiation process wherein each marketer develops its offer, including a price that will satisfy the criteria determined by the customer's problem, need, or opportunity, is known as: a. competitive bidding. b. decentralized buying. c. collective underwriting. d. systems integration.
competitive bidding.
Julia is developing new promotional strategies for the services offered by her firm and is focusing on finding information about her firm's competitors. She is looking through published sources, as well as reviewing her competitors' advertising. According to this information, Julia is gathering _____.
competitive intelligence
Julia is developing new promotional strategies for the services offered by her firm and is focusing on finding information about her firm's competitors. She is looking through published sources, as well as reviewing her competitors' advertising. According to this information, Julia is gathering _____. a. progressive information b. competitive intelligence c. situational data d. competitor forecast
competitive intelligence
The tagline used by Walmart, "Save money. Live better" is an example of a positioning strategy that is based on _____. a. quality b. attributes c. product users d. competitors
competitor
The tagline used by Walmart, "Save money. Live better" is an example of a positioning strategy that is based on _____.
competitors
American Express, a large firm with many financial products, recently introduced two new credit cards designed for very specific markets: The Knot, for engaged couples, and The Nest, for newlyweds. This is an example of _____ marketing. a. undifferentiated b. concentrated c. mass d. societal
concentrated
Palmer Inc. recently changed its promotional strategies for marketing the products. The marketing team at Palmer has been asked to evaluate the target market and the marketing mix elements to find ways to improve the effectiveness of the marketing strategies. Since the firm already knows the purpose of its research, the next step in the marketing research process is to: a. create research design. b. collect data. c. formulate a hypothesis. d. conduct exploratory research.
conduct exploratory research.
Consumers rely on communities created by social media for their buying decisions mainly to: a. gather relevant information about the functional strategies of companies. b. gather relevant insights about the fluctuation in stock prices. c. conduct research and share information. d. build partnerships with companies.
conduct research and share information.
Mall intercepts are a means of obtaining detailed information about consumers by: a. recording the purchases made by a customer at a merchant outlet. b. conducting interviews inside retail shopping centers. c. tracking customer activity and purchases through video recording at shopping locations. d. handing out detailed questionnaires to customers to be mailed back to the researchers.
conducting interviews inside retail shopping centers
The Asch phenomenon states that individuals will: a. follow their personal influences more closely than any other influence. b. conform to majority rule, even if it contradicts their beliefs. c. purchase products that the majority deems unfit. d. avoid problem-solving behavior for all purchases.
conform to majority rule, even if it contradicts their beliefs.
Not-for-profit organizations use social media to: a. learn about new methods of production. b. connect with the general public, the business community, and each other. c. learn about new goods and services. d. lobby for political gains.
connect with the general public, the business community, and each other
An urban area that include two or more primary metropolitan statistical areas (PMSA) is called a _____. a. metropolitan statistical area (MSA) b. core based micropolitan region (CBMR) c. micropolitan statistical area (µSA) d. consolidated metropolitan statistical area (CMSA)
consolidated metropolitan statistical area (CMSA)
DK Motors' difficulty in competing with other car makers due to its lack of responsiveness to changing consumer preferences constitutes a:
constraint on its activity
In SWOT analysis, situations where organizations are unable to capitalize on opportunities because of internal limitations are referred to as:
constraints
Goods and services purchased by the ultimate consumer for personal use are called _____ products. a. business b. primary c. consumer d. secondary
consumer
Kyle plans to buy new tires for a car that his family uses for camping trips. These tires are of the same type like those that are used on General Motors commercial trucks and can be purchased from Industrial Tire Company. The tires that Kyle will buy for his car can be classified as _____ products.
consumer
Kyle plans to buy new tires for a car that his family uses for camping trips. These tires are of the same type like those that are used on General Motors commercial trucks and can be purchased from Industrial Tire Company. The tires that Kyle will buy for his car can be classified as _____ products. a. business b. service c. MRO d. consumer
consumer
The business philosophy incorporating the marketing concept that emphasizes first determining unmet consumer needs and then designing a system for satisfying them is known as:
consumer orientation
The Sherman Act, FTC Act, and the Food and Drug Act were all laws passed by Congress in an effort to regulate certain activities and practices in the economy. These laws were passed during the ___________ phase of government regulation.
consumer protection
The post purchase evaluation of the consumer decision process attempts to measure the: a. selling success experienced by the vendor. b. follow-up effectiveness of the firm. c. consumer satisfaction with the purchase. d. advertising influence on the purchase.
consumer satisfaction with the purchase.
Green Marketing
consumer's growing concerns for ecological issues
The term "product positioning" refers to:
consumers' perceptions of a product's attributes, uses, quality, as well as advantages and disadvantages relative to competing brands.
Jason's Foods is a manufacturer of organic food products. The company is planning to market its products through social media sites and has developed effective strategies for the marketing campaign. The marketing team plans to use messages that focus on the health benefits of organic foods in order to generate greater awareness about its products and engage its target audience in the conversation. In doing so, the marketing team of Jason's Foods would be engaging in _____. a. social media monitoring b. content marketing c. behavioral targeting d. social bookmarking
content marketing
Walter Reed works for the marketing team at a mobile manufacturing company and is responsible for creating content and generating discussions on social media sites regarding the company's product releases and other lifestyle conversations. His responsibilities in the marketing team are similar to those of a _____. a. social media developer b. content programmer c. copywriter d. brand manager
content programmer
The function performed by the gatekeeper in the company buying center is to: a. inform potential suppliers about the required specifications of the product. b. select a supplier and implement the procedures for securing the goods and services. c. choose which goods and services will actually be bought. d. control the information that all buying center members will review.
control the information that all buying center members will review
A(n) _____ is a scientific investigation in which a researcher manipulates a test group and compares the results with those of another group that did not receive the experimental manipulations.
controlled
A(n) _____ is a scientific investigation in which a researcher manipulates a test group and compares the results with those of another group that did not receive the experimental manipulations. a. focus group b. controlled experiment c. interpretative research d. trend analysis
controlled experiment
"On the street" interviews conducted by a broadcaster with anyone who passes by are examples of _____ sampling.
convenience
"On the street" interviews conducted by a broadcaster with anyone who passes by are examples of _____ sampling. a. media b. convenience c. cluster d. stratified
convenience
A(n) _____ sample is a nonprobability sample selected from among readily available respondents. a. quota b. stratified c. convenience d. simple random
convenience
An accidental sample is also known as a _____ sample. a. simple random b. convenience c. stratified d. cluster
convenience
Which of the following is a type of nonprobability sample?
convenience sample
Japanese automaker, Subaru, generates more than half of its sales in just four states (Alaska, Colorado, Maine, and Washington). These states constitute Subaru's:
core region
Japanese automaker, Subaru, generates more than half of its sales in just four states (Alaska, Colorado, Maine, and Washington). These states constitute Subaru's: a. primary market. b. core region. c. secondary market. d. capital region.
core region
Jake is determining which customers should be included in a study sample. According to this information, Jake is in which stage of the marketing research process?
creating a research design
While developing a social media marketing campaign, marketers can make it easy for potential customers to participate in the conversation by: a. introducing a wide range of merchandise. b. offering attractive discounts on goods and services. c. creating a specific landing page for the marketing campaign. d. sending frequent mails and updates regarding goods and services to potential customers.
creating a specific landing page for the marketing campaign
interpersonal determinants of personal behavior
cultural, social, and family influences
The broadest environmental determinant of consumer behavior is:
culture
The broadest environmental determinant of consumer behavior is: a. income or purchasing power. b. educational background. c. culture. d. social status.
culture
Which of the following is not affected by big data?
customer interests
When the B2B market is segmented on the basis of product specifications issued by buyers, it is known as _____ segmentation. a. customer-based b. end-use application c. demographic d. purchase category
customer-based
Keith is searching through computerized information files of customers to detect patterns in product sales. Keith is engaged in the process of: a. short-run forecasting. b. ethnographic research. c. data mining. d. sales forecasting.
data mining
_____ is the process of searching through computerized information files to detect patterns that guide decision making.
data mining
Your boss believes strongly in the potential of special software that has been developed to search for patterns in computerized data files. This software is used primarily for ____.
data mining
The identity of the _____ is the most difficult role for salespeople to pinpoint. a. user b. decider c. gatekeeper d. influencer
decider
If a company markets its breakfast cereal to children, it is using _____ segmentation to segment its markets. a. psychographic b. demographic c. end-use d. geographic
demographic
LuLuLemon Athletica, which specializes in athletic wear for women, recently launched a website featuring Ivivva, a new line of athletic and dance clothing for girls. Based on the information given in this example, LuLuLemon Athletica is using _____ segmentation to segment its markets. a. geographic b. psychographic c. demographic d. core based
demographic
Lululemon Athletica, which specializes in athletic wear for women, recently launched a website featuring Ivivva, a new line of athletic and dance clothing for girls. Based on the information given in this example, Lululemon Athletica is using _____ segmentation to segment its markets.
demographic
Socioeconomic market segmentation is another name for _____ segmentation.
demographic
Socioeconomic market segmentation is another name for _____ segmentation. a. product-related b. demographic c. psychographic d. geographic
demographic
_____ defines consumer groups according to variables such as gender, age, income, occupation, education, sexual orientation, household size, and stage in the family lifecycle.
demographic
Abel building solutions, a steel manufacturing company that supplies steel to various construction companies, segments its customers based on the number of employees in the company and the sales revenue generated by it. This strategy is used by Abel to develop specific marketing plans for their customers. Abel is segmenting its customers on the basis of: a. demographic characteristics. b. service provided. c. buyer specifications. d. end-use application.
demographic characteristics.
When firms in business markets are grouped based on their sales revenues, they are said to be segmented by: a. customer type. b. purchase category. c. end-use application. d. demographic characteristics.
demographic characteristics.
The most common method of market segmentation is: a. product based segmentation. b. demographic segmentation. c. economic segmentation. d. psychographic segmentation.
demographic segmentation
Which of the following has ended total monopoly protection for most utilities like natural gas, electricity, water, and cable TV service?
deregulation movement
The linkage between demand for a company's output and its purchases of resources such as machinery, components, supplies, and raw materials is referred to as a(n) _____. a. joint demand b. versatile demand c. inelastic demand d. derived demand
derived demand
The demand for computer microprocessor chips depends on the demand for personal computers. This is an example of a(n): a. joint demand. b. derived demand. c. volatile demand. d. inelastic demand.
derived demand.
Corporate website
designed to increase a firm's visibility, promote its offerings, and provide information for interested parties.
A retail chain that sells consumer electronics is developing a website in-house to sell its products online. The company has finalized name, appearance, and purpose of the website. The next step in the website development process is to: a. measure the effectiveness of the website. b. decide on the primary objective of the site. c. connect the site to the Internet by placing the required computer files on the server. d. determine and develop the content of the site.
determine and develop the content of the site
While researching on the idea of opening his own health club, Tom learned that there are 11 million health club members in the United States, and 90 percent of them are between the ages of 18 and 49. They prefer to exercise with people of their own sex and majority of them are urban dwellers. During the process of market segmentation, this information is most likely to be used by Tom for: a. observational analysis. b. marketing research. c. forecasting total market potential. d. developing a market segment profile.
developing a market segment profile
As per the psychographic profiles identified by Roper, customers who value duty and tradition are called _____. a. intimates b. altruists c. devouts d. fun seekers
devouts
A _____ marketing strategy focuses on producing several products and pricing, promoting, and distributing them with several marketing mixes designed to satisfy smaller segments.
differentiated
A _____ marketing strategy focuses on producing several products and pricing, promoting, and distributing them with several marketing mixes designed to satisfy smaller segments. a. mass b. differentiated c. societal d. demographic
differentiated
Oscar Mayer, a marketer of a variety of meat products introduced Lunchables, a product specifically aimed at children. This is an example of: a. undifferentiated marketing. b. differentiated marketing. c. mass marketing. d. micromarketing.
differentiated marketing
Jack is a research specialist who has spent six months conducting a detailed study of customer attitudes and expectations. In writing the final report, Jack should remember to:
direct his report toward the management and not other researchers.
Jack is a research specialist who has spent six months conducting a detailed study of customer attitudes and expectations. In writing the final report, Jack should remember to: a. include only the primary data collected as it is more specific for the current research. b. direct his report toward the management and not other researchers. c. elaborate on the technical details of the research methods in the introduction. d. present the results to all key executives in separate meetings.
direct his report toward the management and not other researchers.
Smm plan
documents in writing goals, strategies, target audience, budget, tactics for implementation, and methods for monitoring and managing the campaign's effectiveness
Although cost effective, an online focus group _____.
does not allow the moderator to see body language or nonverbal cues
YOU Inc., a radio cassette manufacturer, sold its business due to poor market shares. According to the BCG Matrix, the firm sold its business because the business had become a _____ as seen in its poor prospects and performance.
dog
TaB is a cola product marketed by Coca Cola company and has a loyal following due to its low levels of sodium and no caffeine. However, the TaB product has low market share and low growth rate. TaB is a ______ according the BCG matrix.
dogs
Product lines, pricing decisions, selection of appropriate distribution channels, and decisions relating to promotional campaigns are____.
dynamic in today's boundaryless business environment
Big Martin Corporation uses its website to target customers and promote its products. Big Martin is engaged in: a. integrated marketing. b. Web services. c. e-marketing. d. online trading.
e-marketing
Companies often reorganize their operations which might include lay-offs, divestiture of business units, or other decisions linked to their ability to maximize profitability. Which dimension of social responsibility is related to a firm's desire to maximize profits?
economic
The brand of petroleum marketed by BP took a hit when the firm was implicated in the 2010 Gulf of Mexico oil spill. On which dimension of brand personality was BP primarily affected?
esteem
Josh is interested in mountain biking and regularly visits a specialized online service that provides information on various topics related to mountain biking. Josh is most likely to be visiting a(n): a. corporate website. b. podcast. c. electronic bulletin board. d. electronic storefront.
electronic bulletin board.
Specialized online services that center on a specific topic or area of interest, such as white water rafting or stamp collection, are known as: a. electronic bulletin boards. b. podcasts. c. blogs. d. social networks.
electronic bulletin boards
The strategic process of creating, distributing, promoting, and pricing goods and services to a target market over the Internet or through digital tools is called: a. electronic marketing. b. online trading. c. digital servicing. d. Web economics.
electronic marketing
Simply-Fyde Shopping's website has an online catalog with the details of the products on offer. When customers pick their choices from the list, the items are automatically populated into a(n): a. online trading database. b. electronic shopping cart. c. point-of-sale system. d. Web browser.
electronic shopping cart.
Noe's Gifts is a gift and accessories retail chain. The company has a website that allows customers not only to buy products online, but also provides information regarding the various offers available, gifting ideas and other information related to the products. The website also provides an opportunity to the consumers to provide feedback on the products and services the company offers. This type of website used by a company to sell its products to consumers is called a(n): a. extranet. b. private exchange. c. electronic storefront. d. electronic exchange.
electronic storefront.
Neuromarketing is defined as:
eliciting emotions to motivate people toward a purchase.
Neuromarketing is defined as: a. using the Internet to view products on informational websites. b. selling products solely through the brick and mortar stores. c. eliciting emotions to motivate people toward a purchase. d. using data analysis techniques to project consumption data.
eliciting emotions to motivate people toward a purchase.
Marketers applying a positioning strategy want to: a. make their product look as much like the market leader as possible. b. emphasize a product's unique advantages and differentiate it from competitors' options. c. identify the different product attributes desired by different market segments. d. target only the loyal users of the product.
emphasize a product's unique advantages and differentiate it from competitors' options.
The process of encoding data for security purposes is called _____. a. authorization b. authentication c. encryption d. randomization
encryption
A manufacturer who produces glass for microwave oven doors, shower enclosures, and patio tabletops is likely to segment his business customers on the basis of: a. geographic locations. b. end-use application. c. demographic characteristics. d. psychographic characteristics.
end-use application
Texas Instruments produces electronic chips used in a variety of devices, from cell phones to hand calculators. The specifications of the chips change depending on the final product in which they are utilized. The company is most likely to segment its customers based on: a. end-use application. b. purchase category. c. psychographic characteristics. d. demographic characteristics.
end-use application.
In order for SMM to succeed, the content of its messages must: a. attract venture capitalists. b. include a detailed analysis of competitors' media marketing plans. c. be simple. d. engage the target audience in the conversation.
engage the target audience in the conversation
Organizational buyers engage in multiple sourcing to: a. counter the possibility of increased buying power. b. reduce the time taken to process purchasing decisions. c. ensure that a single vendor's failure to deliver does not cause a shortage. d. bring down costs related to transportation and warehousing.
ensure that a single vendor's failure to deliver does not cause a shortage.
A company that manufactures frozen food items is employing the shaping process to get consumers to try its products. The free samples offered by the company along with discount coupons have been received well by the consumers. The next step in the shaping process is to: a. motivate the customers to make repeat purchases at moderate costs. b. entice the customers to buy the product at low prices with little financial risk. c. sell the product at moderate costs with no additional discount coupons. d. sell the product at its true price to the customers.
entice the customers to buy the product at low prices with little financial risk.
ISO 14000 standards set requirements for:
enviromental protection
The process of collecting information about the external marketing environment to identify and interpret potential trends is called _____.
environmental scanning
A motive is an inner state that directs a person to create: a. equilibrium between the actual and desired states. b. excitement in attaining the need satisfaction. c. equity between the cost and benefits of the need satisfaction. d. a sense of cognitive dissonance in the process of need satisfaction.
equilibrium between the actual and desired states
In interpretative research, the researcher first spends an extensive amount of time studying the culture, and for that reason, the studies often are called _____ studies. a. ethnographic b. exploratory research c. anthropological exploration d. socio-lingual
ethnographic
Product features that consumers consider while choosing among alternatives are known as the: a. evoked sets. b. evaluative criteria. c. heuristics. d. problem sets.
evaluative criteria.
As an official sponsor of the Olympics, The Coca-Cola Company engages in _____ marketing.
event
Austin, Texas is host to a popular festival, South by Southwest (SXSW) which recently celebrated its 30th anniversary. It has released dates for the new year and invites participants for the unique music, film, and interactive events or sessions from March 10th through 19th. Which category of nontraditional marketing would best characterize the marketing activities to attract attendees for the multi-day festival?
event
The number of alternatives a consumer actually considers in making a purchase decision is referred to as the _____. a. evoked set b. postpurchase evaluation c. evaluative criteria d. problem space
evoked set
Target Inc., an online marketing company that designs marketing campaigns for firms, is developing a social media marketing plan for a consumer goods company. The development team has created the entire plan and is now trying to compile the salient features of the plan that cites the reasons for adopting it. The development team is writing the _____ of the marketing plan. a. executive summary b. overview c. analysis component d. body
executive summary
Relationship marketing focuses more attention on _____ customers because new customers are _____ to acquire compared to existing customers.
existing; more expensive
A major state university has noticed a decline in students selecting philosophy as a major and is interested in learning more about this issue. They hire a marketing research student as an intern who conducts informal interviews with faculty in the philosophy department as well as freshman students living in residence halls to gain insight into this phenomenon. What type of research is the intern engaging in?
exploratory
You are the campaign manager for a candidate running for mayor of Hartford, Connecticut. You are running a series of focus group sessions with Hartford residents to get a better idea of their needs and wants. Your focus group sessions are an example of which of the following types of research?
exploratory
The process of discussing a marketing problem with informed sources both within and outside the firm and examining information from secondary sources is known as _____. a. situation analysis b. informal investigation c. exploratory research d. interpretative research
exploratory research
When a product is unique or difficult to categorize, the thought process involved in a purchase decision is known as: a. research analysis. b. extensive buying analysis. c. limited problem solving. d. extended problem solving.
extended problem solving
Secure networks used for e-marketing and accessible through a firm's website by external customers, suppliers, or other authorized users for purposes of collaboration are called: a. cybernets. b. extranets. c. intranets. d. ethernets.
extranets.
A firm describes its overall goals and operational scope in its standard operating procedures manual.
false
A global brand is generally defined as one that sells at least 60 percent outside its home country.
false
A large pharmaceutical company invents a very small device that can be implanted in people with diabetes to provide time-released amounts of insulin. A patent for this invention will set up a temporary oligopoly for the company.
false
A population, used for market research purposes, is a subgroup of the total sample selected for analysis.
false
A probability sample relies on personal judgement somewhere in the selection process.
false
A product that has attained a monopoly position with its consumers is in the brand preference stage of brand loyalty.
false
A quota sample differs from a stratified sample, as in a quota sample, researchers select subsamples by some random process.
false
A simple random sample is a nonprobability sample selected from among readily available respondents.
false
A statement such as "to hit the 300 employee mark by the end of the year" is typically a part of a mission statement.
false
A stratified sample is a type of nonprobability sample.
false
According to Engel's laws, the percentage of income spent on food increases with increased income.
false
According to Maslow's hierarchy of needs, the desire to accomplish, achieve, and command respect is a safety need.
false
An MDSS serves as a company's "nerve center," monitoring the market environment inside the organization.
false
Antrix Corporation is a marketing research firm that specializes in data collection in shopping malls. This information indicates that Antrix Corporation is a full-service research supplier.
false
As compared to undifferentiated marketing, applying a micromarketing strategy allows companies to reach larger markets.
false
The financial bottom line refers to the limitations laid on the budgets of a firm.
false
Fizzy Cola Company created a sample containing 25 of their regular cola drinkers, 25 of their diet cola drinkers, and 25 of their diet caffeine-free drinkers. They created the sample by stopping people on the street and continuing until they had spoken to enough people to meet the requirement. Such a sample is a nonprobability cluster sample.
false
Focus groups elicit information from the customers through a question-and-answer format
false
Geographic segmentation is also called socioeconomic segmentation.
false
Groups do not intentionally create formal roles, nor do they ever have expectations that roles and statuses will develop within their membership.
false
Line extension is the strategy of attaching unrelated products to a known brand name to gain instant recognition for the new offerings.
false
Mail surveys and telephonic interviews are the most common methods for conducting primary research in developing countries.
false
Managers of firms have traditionally focused on improving their relationship with the government and the general public as part of their social responsibility.
false
Marketers opt for family brand names to distinguish dissimilar products.
false
Marketers rarely encounter differences among members of a target group, as they segment potential consumers into homogeneous groups.
false
Marketing is the indirect connection between a firm and its customers.
false
Marketing of sporting, cultural, and recreational activities to selected target markets is known as cause marketing.
false
Merrill Lynch's bull logo cannot be considered a part of the product's trade dress.
false
Not-for-profit organizations are not impacted by the rate of discretionary spending.
false
On account of their unselfish goals of serving society, not-for-profit organizations are not required to have marketing objectives.
false
Online companies need to be careful while using the personal data of consumers as there are various laws imposed to govern the use of personal data by online companies and data aggregators.
false
Operational planning that involves the creation and implementation of tactical plans for the departments within an organization is primarily the responsibility of top-level management.
false
Placing a product at a certain point or location within a market in the minds of prospective buyers is known as market mapping.
false
Product managers have profit responsibility for their product group and help the retailer's category buyer maximize sales for the whole category, not just the particular manufacturer's product.
false
Production, promotion, and reclamation of environmentally sensitive products is the basic premise of ethical marketing.
false
Psychographic segmentation is the most common method of market segmentation.
false
Raw silk is an example of a consumer product.
false
Relationship building in marketing starts with excellent customer service after purchase.
false
SWOT analysis refers to an examination of a firm that is limited to the variables of its stability, work ethic, organizational structure, and technological expertise.
false
Secondary data has the advantage of being more completely relevant to the research than primary data.
false
Since rubber purchased by Goodyear is utilized to manufacture tires that are ultimately used by consumers for their automobiles, rubber is a consumer product for Goodyear.
false
Six firms - GM, Ford, Chrysler, Toyota, Honda, and Nissan - share 90 percent of all U.S. auto sales. Hence the U.S. auto market can be regarded as a monopoly.
false
Social class is determined by the sole criterion of income.
false
Strategic business units are key business units within small companies that offer only a few items to its customers.
false
Strategic planning has a minimal impact on a firm's destiny because it provides only short-term direction to the decision makers.
false
Strategies once implemented should not be changed even if the actual performance does not meet the desired results.
false
Subliminal advertising has proven to be successful in inducing the desired purchasing behavior in numerous experiments.
false
Supervisory managers tend to focus exclusively on strategic planning.
false
The "brand relevance" dimension of the brand personality refers to a brand's ability to stand apart from its competitors.
false
The Federal Trade Commission was established to facilitate trade by removing tariffs and other trade barriers among Canada, Mexico, and the United States.
false
The Internet has impacted business for new firms by increasing the barriers to market entry.
false
The antitrust laws in the United States were designed to protect the interests of organizations having monopoly positions.
false
The consumer decision process does not apply to low-involvement purchases.
false
The cost of finding new customers is far less than the cost of maintaining existing ones.
false
The disadvantage of core competencies is that they can be easily duplicated by competitors.
false
When H&C Research Corporation wanted to test the popularity of a new flavor of ice cream, they selected a number of U.S. cities as test sites, and then randomly selected supermarkets within those cities as trial vendors. This is an example of quota sampling.
false
When a company authorizes another organization to use its brand name, the company is practicing brand diversification.
false
When making purchasing decisions, consumers will most likely choose products that move them closer to their real self-images.
false
The use of big data has brought about little change in the way companies conduct marketing research.
false
The interpersonal influences on consumer behavior include a person's _____. a. attitudes b. perceptions c. family d. self-concept
family
"Intimates" is a segment of consumers identified by Roper and it consists of those people who value: a. professional and material goals. b. family and personal relationships. c. duty and tradition. d. knowledge and education.
family and personal relationships.
To prevent intrusions, companies install combinations of hardware and software called _____ to keep unauthorized Net users from tapping into private corporate data. a. firewalls b. shopbots c. cookies d. podcasts
firewalls
Cultural differences are particularly important for: a. firms marketing internationally. b. local not-for-profit organizations. c. firms marketing to a specific target market in a single city. d. firms that are marketing to the same segment of consumers for years.
firms marketing internationally.
Marketers must constantly monitor their competitors' products, prices, distribution, and promotional efforts because:
firms may need to adjust their marketing mix based on new competing products.
Vanessa owns a music company and has been storing a wealth of information ranging from customer contact information to the names of each record the customers have purchased. In order to stay competitive, she had a tech company build a marketing decision support system (MDSS) for her to enable quick decision making. One of the features Vanessa likes best about her company's MDSS is the system's ability to manage and produce information in various formats. Moreover, as the user or decision maker changes topics, the system matches information to the problem that has been introduced. Which of the following characteristics of a marketing decision support system is represented in the example above?
flexibility
Mitch is a marketing consultant and works with an attorney to provide insight about how potential jurors view his cases. Mitch typically assembles a small group of 8-12 individuals from the county and presents relevant information about the legal case. He then guides them in a discussion to learn about their opinions. The group sessions are typically recorded and last about 2 hours. What type of research method best characterizes this research?
focus group
Which of the following methods used for conducting primary research gathers information by encouraging the participants to engage in a discussion on a predetermined topic?
focus group
Middle managers
focus on operational planning =, which includes creating and implementing tactical plans
Top managers
focus their planning activities on long-range strategic issues
Segmentation by benefits sought is a product-related segmentation approach that: a. determines the marketer's effectiveness in satisfying the consumer. b. measures brand loyalty and consumer perception. c. re-evaluates customer reactions post-consumption. d. focuses on the attributes that people seek in a product.
focuses on the attributes that people seek in a product.
In the process of market segmentation, once the market potential of the segments has been estimated, the next step is to: a. develop a marketing mix. b. develop a relevant profile for each segment. c. forecast probable market share. d. seek strategies to enter the market.
forecast probable market share
Noel Pvt. Ltd. combines metal, rubber, and other components in the production of appliances. In doing so the company creates _____ utility.
form
After defining the problem and conducting an exploratory investigation, the next step in the marketing research process is to: a. create a research design. b. formulate a hypothesis. c. select the respondents for the study. d. gather primary and secondary data.
formulate a hypothesis
Kate believes the reason the sales of one of her company's products has fallen is due to a price increase. She cites sales from the previous year to the same customers as evidence of declining sales. Kate is: a. developing a research design. b. formulating a hypothesis. c. identifying a symptom. d. conducting exploratory research.
formulating a hypothesis.
You want to encourage your longtime customers to continue their relationship with the service your company provides, and so you implement an approach commonly used to segment a market by brand loyalty. What approach did you use?
frequent purchase program
A _____ helps the marketers in conducting marketing research by performing all the steps in the marketing research process.
full-service research supplier
A _____ helps the marketers in conducting marketing research by performing all the steps in the marketing research process. a. limited service research supplier b. customer relations managing firm c. full-service research supplier d. syndicated service
full-service research supplier
Douglas Knowles & Howe, a marketing research firm, contracts with clients to conduct complete marketing research projects, including telephone and online interviews. DK&H is a _____. a. syndicated service b. limited service c. full-service research supplier d. customer relationship management firm
full-service research supplier
During the search step of the consumer decision process, the consumer: a. realizes that it is time to make a change from the present situation. b. develops a set of evaluative criteria to guide the purchase decision. c. begins to notice favorable word-of-mouth communication about the product. d. gathers information about the attainment of a desired state of affairs.
gathers information about the attainment of a desired state of affairs
By converting indifferent customers into loyal ones through relationship marketing, companies can:
generate repeat sales
A firm that divides its customers into homogeneous groups based on their locations is said to be practicing _____ segmentation. a. psychographic b. product-based c. geographic d. demographic
geographic
Title Nine is a specialty retailer targeting active women with a proprietary mix of apparel designed for active lifestyles and sports. The company began as a direct marketer - using only catalogs and its website to generate sales. However, over the years, Title Nine has opened retail outlets across the country. The company identifies strategic opportunities for new stores based upon the sales generated by current customers in the potential market area. For example, if Title Nine has a significant number of purchasers in the Boston area, they will further analyze the market and select a location for a retail outlet. What type of segmentation strategy is Title Nine utilizing when selecting a market for a new store location?
geographic
Dell Computer purchases parts and resources for its computers from multiple suppliers that are spread across the world. This practice is known as: a. offshoring. b. global sourcing. c. outsourcing. d. reciprocity.
global sourcing.
Compared to undifferentiated marketing, the firm that practices differentiated marketing may generally expect:
greater promotional costs
Compared to undifferentiated marketing, the firm that practices differentiated marketing may generally expect: a. less sales by segment. b. lower total production costs. c. greater promotional costs. d. lower inventory costs.
greater promotional costs.
The production, promotion, and reclamation of environmentally sensitive products is called _____.
green marketing
Organization's objectives
guide development of supporting marketing objectives and plans
The content for a social media marketing campaign is said to be effective if it: a. focuses on promoting the company outright. b. contains detailed information about competing product offerings in the market. c. has a strong brand focus. d. presents the SMM effort as a one-way conversation, much like traditional marketing.
has a strong brand focus
A micropolitan statistical area is an area that: a. includes a set a counties within an area of 1-million-plus population. b. has a urban center of 50,000 or more inhabitants. c. includes two or more primary metropolitan statistical areas. d. has at least one town of 10,000 to 49,999 people.
has at least one town of 10,000 to 49,999 people
A micropolitan statistical area is an area that:
has at least one town of 10,000 to 49,999 people.
The four basic consumer rights are: the right to be informed, the right to be heard, the right to be safe, and:
he right to choose freely.
The purchase of which of the following products will follow a syncratic pattern?
health insurance
Input when planning
help ensure many ideas
Swot analysis
helps planners compare internal organizational strengths and weaknesses with external opportunities and threats. ( strengths, weakness, opportunity, and threats
High-involvement decisions
high levels of potential social or economic consequences
It has been seen that periods of major innovations often lead to:
higher standards of living
Which of the following is the largest racial/ethnic minority group in the United States?
hispanic americans
engagement
how long a user spends on a site instead of how many pages he or she views
A _____ role is typically seen in purchase of products such as garden supplies and electronic equipments. a. wife-dominant b. syncratic c. husband-dominant d. autonomic
husband-dominant
A(n) _____ sets the stage for more in-depth research in a marketing research process by further clarifying what researchers need to test. It is a tentative explanation for a specific event.
hypothesis
A(n) _____ sets the stage for more in-depth research in a marketing research process by further clarifying what researchers need to test. It is a tentative explanation for a specific event. a. sales analysis b. informal investigation c. ethnographic study d. hypothesis
hypothesis
Tiffany is a marketing research consultant and is working with a local community college to determine the primary reasons students select the college. Based on exploratory research, Tiffany believes the main reasons are cost, convenience and value. She plans to conduct additional research to determine whether or not this ______ can be supported.
hypothesis
While making purchasing decisions, consumers are likely to buy products they believe will move them closer to their _____ self. a. real b. neutral c. actual d. ideal
ideal
Before beginning the market segmentation process, a firm should: a. select target market segments. b. forecast total market potential. c. forecast market share. d. identify bases for segmenting markets.
identify bases for segmenting markets
Marketers can influence the outcome of the evaluation stage of the consumer purchase decision process by: a. attempting to convince consumers that certain attributes are more important than others in deciding which product to buy from among an array of them. b. identifying which evaluative criteria are important to the individual, and pointing out which brand best meets those criteria. c. trying to get the customer to reduce the size of the evoked set to exclude many of the choices. d. attempting to convince the consumer to spend more than what was budgeted for the purchase to acquire more features they might prefer.
identifying which evaluative criteria are important to the individual, and pointing out which brand best meets those criteria
Learning
immediate or expected changes in behavior as a result of experience
Institutions are a major component of the business market that: a. tend to have greater financial resources than industrial customers. b. consist of wholesalers and retailers, who sell the products they buy to final consumers. c. include wide variety of organizations that often have diverse buying practices. d. acquire products mainly to indirectly support the production of other goods and services.
include wide variety of organizations that often have diverse buying practices.
Marketing website
includes the same information found on a corporate website but is also designed to increase sells
The most important goal of a marketing website is to: a. give prospective employees the opportunity to apply for jobs online. b. provide financial information to investors. c. increase purchases by visitors. d. build relationships with customers.
increase purchases by visitors.
The corporate website of a company is established with an intention to: a. sell its goods and services directly to the consumers. b. increase the purchase of its products by consumers by engaging them in interactions. c. increase the visibility of the company and promote their offerings. d. provide a transaction gateway for goods and services.
increase the visibility of the company and promote their offerings
For those companies that do not intend to generate revenue from their website, online success is measured in terms of: a. the numbers of visitors who make repeat purchases. b. increased brand awareness and brand loyalty. c. the amount of time a customer spends on a website before making a purchase. d. the number of people who search information by visiting a store and then make online purchase.
increased brand awareness and brand loyalty
A company wishing to implement a market segmentation strategy for its products should strongly consider using _____ branding.
individual
If the demand for a product stays almost constant throughout an industry regardless of the change in the price of the product, it can be said that the product is experiencing a(n) _____ demand. a. derived b. joint c. volatile d. inelastic
inelastic
The demand for gold has remained the same in the market irrespective of the rise in the price, as there is no other replacement for the product. This type of demand experienced by gold is referred to as a(n) _____. a. joint demand b. inelastic demand c. versatile demand d. derived demand
inelastic demand
The information collected for the first time specifically for a marketing research study is called _____ data.
primary
Fred Wilson, a journalist working for a popular news channel, has a vast knowledge of electronic gadgets. His reviews of these products are highly regarded and trusted by others. Wilson also runs a weekly show on the channel called "The Technocrat", where he analyzes the latest high-tech gadgets. Much like his reviews, Wilson's show enjoys a wide viewership, and is believed to have a considerable impact on the buying decisions of the audience. Fred Wilson can be regarded as a(n) _____. a. influencer b. laggard c. innovator d. relationship manager
influencer
Best Health Labs is a company that provides medical diagnostics services. The company is focused on providing rapid diagnostic and healthcare services based on the philosophy of high quality, low price and superior flexibility. The marketing team coordinates all its promotional activities to convey a unified message to the customers regarding its philosophy of making medical diagnostics more affordable for people around the world. The strategy of the marketing team at Best Health Labs is called _____. a. right-time marketing b. integrated marketing c. interactive marketing d. personalized marketing
integrated marketing
Many companies use an approach called _____ to coordinate all promotional activities so that the consumer receives a unified and consistent message.
integrated marketing communications
By enabling the coordination of all promotional activities to produce a unified, customer-focused promotional message, e-marketing helps reach consumers through: a. personalization. b. interactive marketing. c. mass marketing. d. integrated marketing.
integrated marketing.
Lehmann systems provides a space on its website for users to provide feedback on products and also to suggest new ideas and ideas for improvement. Customers can also subscribe for a newsletter sent by Lehmann systems which informs the customers about latest offers and sales. Lehmann systems is engaging in: a. social welfare marketing. b. interactive marketing. c. integrated marketing. d. search marketing.
interactive marketing
When customers control the amount and type of information received from a marketer through such channels as the Internet and virtual reality kiosks, they are engaged in: a. personalization. b. interactive marketing. c. integrated marketing. d. right-time marketing.
interactive marketing.
Kurt Lewin's theory of consumer behavior asserts that consumer behavior is a function of personal factors and their interaction with: a. perceptual forces. b. learning. c. innate attitudes. d. interpersonal influences.
interpersonal influences.
Jorge plans to buy a car and discusses the purchase with his parents. Their influence on his buying decision is considered:
interpersonal.
Jorge plans to buy a car and discusses the purchase with his parents. Their influence on his buying decision is considered: a. impersonal. b. interpersonal. c. personal. d. institutional.
interpersonal.
The future growth of a company is endangered when management:
is committed to maintaining a product-oriented philosophy.
International Business Machines decided to brand its products under its acronym IBM. From a marketing perspective, this was a smart idea because as a brand name, IBM:
is easy to pronounce, recognize, and remember.
An undifferentiated marketing strategy: a. involves developing different marketing mixes for different segments. b. benefits from the control and efficiency of short production runs. c. is also known as a concentrated marketing strategy. d. is efficient from a production point of view.
is efficient from a production point of view
An undifferentiated marketing strategy:
is efficient from a production point of view.
A social media marketing plan is important because: a. it helps companies to generate donations or other types of funding. b. it helps consumers to make final purchase decisions. c. it helps companies to have full control over the content and the message received by the audience. d. it documents in writing the company's goals and strategies for the SMM initiative.
it documents in writing the company's goals and strategies for the SMM initiative
The executive summary of a social media marketing plan is said to be effective if: a. it provides an expert view on the competitors' presence in the social media, including the platforms they choose and their overall effectiveness. b. it clearly describes the overall market conditions and the firm's current position in social media. c. it effectively defines the methods for monitoring, measuring, and managing the social media marketing efforts. d. it gives compelling reasons as to why the plan should be adopted by the firm.
it gives compelling reasons as to why the plan should be adopted by the firm.
Marketers focus their efforts on setting clear goals in the initial step of a social media marketing campaign because: a. it helps buyers make final purchase decisions. b. it helps everyone involved in the campaign to aim their efforts in the right direction. c. it is effective in engaging the target audience in a conversation. d. it helps marketers to have control over the content of the marketing message received by the audience.
it helps everyone involved in the campaign to aim their efforts in the right direction.
In order to receive quantity discounts on needed purchases, many institutions: a. tend to hoard products which are resold at lower prices. b. insist on equal treatment under the Robinson-Patman Act. c. join cooperative associations to pool purchases. d. implement customer relationship management.
join cooperative associations to pool purchases.
Cotton and polyester are used in the production of permanent press clothing. If the supply of cotton is reduced, there will be an immediate effect on the demand for polyester. This relationship represents a(n): a. derived demand. b. elastic demand. c. volatile demand. d. joint demand.
joint demand
A "_____" carries an item's brand name or symbol, the name and address of the manufacturer or distributor, information about the product's composition and size, and recommended uses.
label
In a marketing context, the immediate or expected change in consumer behavior that results from experience is called a _____. a. drive b. script c. perception d. learning
learning
When a business pays for the use of an equipment owned by an outside supplier for a specified period of time, the process is known as: a. outsourcing. b. supply inversion. c. leasing. d. nearshoring.
leasing.
Cynthia and William enter Franklin's Electronics to buy a television set. They had previously planned to replace their 10-year-old color set with a new model of the same brand but are surprised by the array of brands the store offers, each having a special feature. They decide to take their time and look at every type of TV Franklin's has to offer. Cynthia and William are exhibiting _____ response behavior. a. routinized b. variety seeking c. extended d. limited
limited
Strategic Window
limited periods when key requirements of a market and a firm's particular competencies best fit together.
Modified rebuys resemble _____ in consumer markets. a. impulsive buying behavior b. limited problem solving c. extended problem solving d. routinized response behavior
limited problem solving
The introduction of a new brand into an array of familiar brands for which a consumer has previously set evaluative criteria may create the need for: a. limited problem solving. b. extended problem solving. c. routinized problem solving. d. intensive problem solving.
limited problem solving.
Entertainment Research Group specializes in rating movie theaters using input from moviegoers. Entertainment Research Group is an example of a: a. contract market research firm. b. computerized data supplier. c. full-service consulting firm. d. limited-service research supplier.
limited-service research supplier
Entertainment Research Group specializes in rating movie theaters using input from moviegoers. Entertainment Research Group is an example of a:
limited-service research supplier.
The Gillette Company is a leader in the market for razors/blades/shaving systems for men and women. Its product development history goes back to the introduction of the first safety razor. Since then, it has regularly led the market in introducing products to meet the needs of its customers. The following list outlines some of its major product introductions: safety razor twin-bladed razor twin-bladed disposable razor pivoting-head razor pivoting-head disposable razor razor designed specifically for women triple-blade razor battery-powered razor Gillette's introduction of the twin-bladed disposable razor would be considered which of the following:
line extension
Strategic planning has a critical impact on a firm's destiny because it provides _____ to its decision makers.
long term direction
A market researcher for a cable company is seeking to determine the number of households in a selected neighborhood that consist of four or more people. The most cost efficient way to collect this information would be to: a. look through the census information available on the Internet. b. use the services of a full service research supplier. c. conduct personal interviews with neighborhood leaders. d. search through the information provided by the local Chamber of Commerce.
look through the census information available on the Internet
When marketers offer new products, increase their promotional efforts, and expand their distributional limits, it is a sign of:
low inflation and low unemployment.
While mail surveys are a common data collection method in developed countries, they are an unreliable means of gathering primary data in many foreign countries because of the: a. opinionated nature of target samples. b. reticence of people in presence of others. c. low literacy rates. d. lack of basic telecommunications infrastructure.
low literacy rates.
Which of the following is most likely to be the primary factor that attracts a consumer to a generic product?
low price
Places where more than half the population is a single racial or ethnic group other than non-Hispanic white are called as _____.
majority-minority counties
Places where more than half the population is a single racial or ethnic group other than non-Hispanic white are called as _____. a. minority counties b. majority-minority counties c. majority counties d. native-majority counties
majority-minority counties
B2B e-marketing has been shown to: a. create price increases in the distribution component of the marketing mix. b. make it possible for marketers to find new markets and customers. c. lag behind B2C transactions in terms of volume and revenue generation. d. increase purchasing costs by nearly 25 percent.
make it possible for marketers to find new markets and customers.
The rules of engagement for social media are meant to: a. track, measure, and evaluate a firm's social media marketing initiatives. b. make the exchange between marketers and their target audience a positive one. c. protect the privacy of consumers by imposing laws and regulations on the company. d. explain to the employees why they should take certain steps or actions, or avoid them.
make the exchange between marketers and their target audience a positive one
Final step in marketing process
managers monitor performance to ensure that objectives are achieved
Dell Computer offers a variety of desk top, tablet and laptop computers. One popular product line is Dell's Alienware - built for gamers with high speed processors, enhanced memory and special graphics cards. What marketing principle is Dell utilizing with its Alienware product line?
market segmentation
The division of the total market into smaller, homogenous groups is called _____.
market segmentation
The division of the total market into smaller, homogenous groups is called _____. a. customer aggregation b. market capitalization c. market segmentation d. brand segmentation
market segmentation
olipology
market structure in which relatively few sellers compete and where high start- up costs form barriers to keep out new competitors
The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have values for customers, clients, partners, and society at large is called _____.
marketing
As part of his marketing research duties, Neal evaluates the expenses incurred by his company for selling, warehousing, advertising, and delivering the products. Neal is engaging in: a. exploratory sales review. b. interpretative research. c. business process reengineering. d. marketing cost analysis.
marketing cost analysis.
As part of his marketing research duties, Neal evaluates the expenses incurred by his company for selling, warehousing, advertising, and delivering the products. Neal is engaging in:
marketing cost anlaysis
Which of the following serves as a source of internal data for a firm involved in marketing research?
marketing cost anlysis
A(n) _____ takes a marketing information system a step further and allows managers to explore and connect such varying information as the state of the market, consumer behavior, sales forecasts, competitors' actions, and environmental changes. a. marketing segmentation system b. marketing decision support system c. market intelligence system d. exploratory research system
marketing decision support system
Marketers' standards of conduct and moral values is termed as _____.
marketing ethics
A _____ is a planned, computer-based system designed to provide decision makers with a continuous flow of information relevant to their areas of responsibility. a. business intelligence system b. critical response management system c. competitive intelligence system d. marketing information system
marketing information system
Which of the following terms refers to the process of collecting and using information for marketing decision making?
marketing research
The "empty nest" stage in the family lifecycle includes: a. young unmarried people. b. married couples whose children are living on their own. c. married couples with children in their growing years. d. newly married couples without children.
married couples whose children are living on their own
The marketing strategy that focuses on producing a single product and marketing it to all customers is called: a. concentrated marketing. b. micromarketing. c. mass marketing. d. differentiated marketing.
mass marketing
Undifferentiated marketing is also called _____. a. societal marketing b. micro marketing c. concentrated marketing d. mass marketing
mass marketing
A person who is in charge of social media analytics is responsible for: a. implementing a company's entire social media program. b. managing external engagement with customers in social media channels. c. measuring the results of the social media marketing effort. d. developing the program necessary to build and assemble the features for social tools such as blogs and communities.
measuring the results of the social media marketing effort.
The Fayetteville-Springdale-Rogers region of Arkansas has approximately 340,000 people. Fayetteville is an urban center and it alone has a population of 60,000. The Fayetteville-Springdale-Rogers region would be classified as a: a. consolidated metropolitan statistical area (CMSA). b. primary metropolitan region (PMR). c. metropolitan statistical area (MSA). d. micropolitan statistical area (µSA).
metropolitan statistical area (MSA).
Majority of the Hispanic population in the United States originate from _____.
mexico
A blog posting, such as a Tweet, that contains only a few words is called a(n) _____. a. moblog b. microblog c. splog d. edublog
microblog
Blunk is a service that allows users to send updates through posts that contain only a few words. These updates are sent to the users who have signed up to receive them. Blunk can be regarded as a(n) _____. a. blogging site b. social networking site c. microblog d. online forum
microblog
A firm that chooses to target potential customers by zip code, specific occupation, or even lifestyle is said to be practicing: a. mass marketing. b. hypermarketing. c. micromarketing. d. undifferentiated marketing.
micromarketing
The basic objectives or goals of an organization are derived from its:
mission statement
LifeCare, a group of hospitals, is looking to buy new medical equipments for its hospitals. The company decides to look for various options available in the market rather than buying from their usual supplier, as they wanted new sophisticated features in the products. This buying situation in which the purchaser is willing to reevaluate its available options is an example of _____. a. straight rebuy b. business process reengineering c. modified rebuy d. cross-docking
modified rebuy
A market structure in which a single seller dominates trade in a good or service for which buyers can find no close substitutes is called a(n) _____.
monopoly
Menhir Systems, an information technology company in Germany has moved its customer service and accounting operations to Austria to take advantage of the low labor costs. Also the closeness in geography and cultural values is an added advantage in choosing Austria for these operations. Menhir Systems is engaging in _____. a. nearshoring b. inshoring c. leasing d. sole sourcing
nearshoring
A company that chooses to focus its efforts on satisfying only one market segment for profit is using a(n) _____ strategy. a. niche marketing b. societal marketing c. undifferentiated marketing d. mass marketing
niche marketing
When groups establish values and behaviors they deem appropriate for their members, those values and behaviors are called group _____. a. cliques b. norms c. dyads d. shifts
norms
The evaluative criteria used by consumers in the decision-making process may be: a. set aside if the consumer finds a better means of making the purchase decision. b. used to identify alternative brands for consideration and possible purchase. c. invoked during the first stage of the consumer decision process. d. objective facts or subjective opinions about the alternatives.
objective facts or subjective opinions about the alternatives
A local restaurant is considering offering breakfast and is interested in determining how many people visit other restaurants in the local area for breakfast. The owner hires a group of marketing students from the local university and their task is to visit the various restaurants and keep a tally of the number of people who dine in the restaurant and/or order from the drive-through window during a 1-week period between the hours of 6 a.m. and 10 a.m. Which method of data collection are the students using?
observation
Erica is a marketing researcher involved in improving retail store layouts. Erica would like to know the order in which the various types of products are purchased by the customers. Erica also wants to find out what type of assistance is required by the customers while purchasing products. The best method for Erica to collect this data would be by: a. observation. b. telephonic surveys. c. voluntary mail-back questionnaires. d. Delphi technique.
observation.
Direct competition
occurs among marketers of similar products
Autonomic role in decision making differs from syncratic role as autonomic role: a. occurs when the husband makes most of the purchase decisions. b. occurs when the partners independently make equal number of purchase decisions. c. occurs when the wife is allowed to make certain purchase decisions independently. d. occurs when both the partners jointly make purchase decisions.
occurs when the partners independently make equal number of purchase decisions.
Evoked set
the number of alternatives a consumer considered in choosing among alternatives
Marketers can attempt to shape the outcome of the post purchase evaluation by: a. helping consumers to identify potential problems or needs. b. offering personal assistance with any problem experienced with the product. c. attempting to convince consumers that a competing brand does not meet their criteria. d. trying to get consumers to expand their evoked sets to include their product.
offering personal assistance with any problem experienced with the product.
DigiSmart, a manufacturer of electronic goods in Canada, has moved its manufacturing operations to Costa Rica. This move has helped the company to reduce their production costs and also allowed them to focus on the product design and research activities that lead to new products. The movement of business in this case is an example of _____. a. leasing b. offshoring c. inshoring d. global integration
offshoring
Sharon Rice is part of a team that handles the social media marketing campaign of a company. She is responsible for managing external engagement with customers in social media channels such as Facebook, Twitter, and other blogging sites. Sharon can be regarded as a(n) _____. a. social media designer b. social media developer c. brand manager d. online community manager
online community manager
A(n) _____ is a social media platform where users post messages and hold conversations on specified topics. a. social news site b. online forum c. blogging site d. bookmarking site
online forum
AlphaDevelopers.com is a website that provides a platform for users to post general information on mobile phones, tablets, and other electronic devices. The users can rate the devices and also answer queries from other users. AlphaDevelopers.com is an example of a(n) _____. a. blogging site b. social networking site c. social news site d. online forum
online forum
Jamie is the regional sales manager for Sherwin Williams paint company and oversees a team of 40 outside sales representatives. She meets with her sales managers on a monthly basis to review budgets and track the team's progress in meeting its sales quotas in order to reach company objectives. Jamie requires that each sales manager collaborate with their individual sales representatives to develop weekly call schedules and account plans. What type of planning is Jamie and her sales managers engaged in?
operational
A university sells customized sweatshirts, pullovers, and jerseys to its students and staff. This is an example of _____.
organization marketing
The most powerful of all the organizational and brand drivers, because it taps into basic human nature, is the _________________________________.
organizational story
Marketing research is most likely to be outsourced if the: a. outside provider is a government agency. b. firm wishes to integrate its core competency with its supplementary divisions. c. outside provider is likely to collect more reliable and accurate information. d. firm decides to expand its market base by introducing a new product or service.
outside provider is likely to collect more reliable and accurate information
Marketing research is most likely to be outsourced if the:
outside provider is likely to collect more reliable and accurate information.
The practice of using outside vendors to provide goods and services that were formerly produced in-house is known as _____. a. outsourcing b. sole sourcing c. supply chain inversion d. leasing
outsourcing
The term 'bottom line' is a reference to:
overall company profitability.
Redline is a popular men's clothing brand in the United States. As a part of the firm's new online marketing campaign, the marketing team at Redline has been asked to prepare a synopsis of the overall market condition, including the current position of the firm on social media. The marketing team is most likely to document its findings in the _____ of the marketing plan. a. overview b. competitive analysis section c. body d. executive summary
overview
An example of a firm's strength discovered by a SWOT analysis might be:
ownership of valuable patents.
The term "Internet penetration" refers to the: a. the amount of time spent on the Internet by the people in a region. b. depth of information available on a subject on the Internet. c. percentage of Internet usage per individual for a given period. d. percentage of a region's population who use the Internet.
percentage of a region's population who use the Internet
The click-through rate is a measure of the: a. number of clicks performed by an average user when searching for information through a search engine. b. number of ads served up to a user on a search engine per query. c. percentage of people presented with a banner ad who click on it. d. number of Web pages viewed by a user after clicking through an ad.
percentage of people presented with a banner ad who click on it.
A basic measurement of website's effectiveness is the conversion rate, which is the: a. number of people who, having previously visited the site, return to it for additional visits. b. proportion of visitors who mark the website as a favorite. c. percentage of people presented with a banner ad who click on it. d. percentage of website visitors who make purchases.
percentage of website visitors who make purchases.
Melissa is campaigning for Janet, her friend, who is contesting for the presidency of the student council at Riverdale Junior College. Melissa's effort is an example of _____ marketing.
person
Rachel, an advertising executive, shops for clothing at a trendy store in town. The sales clerk shows her the latest styles in bright prints and bold colors. Although these are the styles worn at her office, she rejects them and purchases traditionally formal clothes in neutrals and black. Rachel's decision is most likely driven by _____ factors. a. impersonal b. interpersonal c. personal d. institutional
personal
An e-business vendor who creates products, such as clothing or computers, to the exact specifications of individual customers is practicing: a. personalization. b. interactive marketing. c. integrated marketing. d. right-time marketing.
personalization.
Fred purchased six paperbacks from books2u.com three months back. This week, when he logged on to books2u.com, the home page had his name and recommended 6 new books on his favorite topics. This is an instance of: a. information leak. b. breach of privacy. c. geotargeting. d. personalized marketing.
personalized marketing.
When you are welcomed back by your name to a website you've shopped at before and offered products suited specifically to your tastes and budget (based on your past purchase), you are being targeted by: a. personalized marketing. b. geotargeting. c. interstitial advertising. d. engagement ads.
personalized marketing.
In the context of cybercrime, luring consumers to provide personal information is called _____
phishing
The term _____ is used to describe a high-tech scam that uses authentic-looking email or pop-up messages to get unsuspecting victims to reveal personal information. a. e-tailing b. phishing c. data harvesting d. shoulder surfing
phishing
According to Maslow, _____ needs concern essential requirements for survival such as food, water, shelter, and clothing. a. self-actualization b. esteem c. physiological d. belongingness
physiological
Bristol-Myers Squibb, a large pharmaceutical company, has developed a campaign featuring Lance Armstrong promoting their development of cancer drugs. The campaign has a slogan, "Together We Can Prevail." This marketing strategy is being used by the company to satisfy ____ needs in the Maslow's hierarchy of needs. a. esteem b. safety c. self-actualization d. physiological
physiological
Business strategist Michael E. Porter identified five competitive forces that influence _____ in a model called Porter's Five Forces.
planning strategies
The _____ component of the marketing environment consists of laws that require firms to operate under competitive conditions and to protect consumer rights.
political-legal
As you plan to expand your children's clothing line internationally, you realize the necessity of considering the marketing environment. In particular, you are worried about potential new trade restrictions that could be imposed by other countries. Your concern primarily involves which dimension of the marketing environment?
political-legal
Sandra is surfing the Web. After entering a popular site for attorneys, a separate window suddenly appears on the screen promoting a new line of legal software. This is an example of a _____ ad. a. banner b. pop-up c. search marketing d. preroll
pop-up
A(n) _____ is a separate window that appears on a user's screen with an advertising message. a. banner ad b. widget c. pop-up ad d. image ad
pop-up ad
In the context of the sampling process, the universe is also known as the _____.
population
In the context of the sampling process, the universe is also known as the _____. a. stratified group b. population c. cluster d. quota
population
The purchase decisions for high-involvement products differ from those of low-involvement products as high-involvement purchase decisions: a. pose little risk to the consumer. b. require less time and less research on information. c. require limited problem solving and limited efforts for external searches. d. pose greater economic and social consequences.
pose greater economic and social consequences.
Low-involvement decisions
pose little financial, social, or emotional risk to the buyer
Placing a product at a certain point or location within a market in the minds of prospective buyers is known as _____. a. positioning b. social referencing c. value engineering d. optimizing
positioning
Which of the following is utilized to help managers position products by graphically illustrating consumers' perceptions of competing products within an industry?
positioning map
The tagline used by Blue Jet cleaners, "Pay for Performance." is an example of a positioning strategy that is based on _____. a. product homogeneity b. product users c. price/quality d. competitors
price/quality
Paul Simmons owns a food distribution business and employs approximately 80 people in a variety of positions including executive management, administrative support personnel, sales, distribution, and marketing. He's very interested in maintaining a positive work culture and aspires to being one of the best places to work in his region. He recently hired a marketing consulting firm to complete an employee satisfaction study for him to gain insight into how his workers view their job, benefits, supervisors, and other important elements such as compensation and benefits. What type of data best describes this project?
primary
A consumer products company is analyzing data collected and published by trade associations and general business magazines. This data is best referred to as _____ data. a. primary b. private c. internal d. census
private
The General Services Administration (GSA) is a central management agency of the U.S. federal government that: a. validates the laws and regulations governing business sales transactions in the United States. b. regulates purchases taking place in the mining industry. c. procures goods and services and is responsible for property management and information resources management. d. regulates purchases taking place in the healthcare industry.
procures goods and services and is responsible for property management and information resources management.
Kia Motors has gained consumer confidence and increased sales through its warranty program which includes a 10-year and 100,000 mile limited warranty. Kia Motors notes that all warranties are "limited" and consumers are encouraged to read the fine print to fully understand what the warranty covers. Which element of the marketing mix is the warranty linked when considering a company's ethical behavior?
product
The latest ad of Crest toothpaste says "Crest is a cavity fighter." This is an example of a positioning strategy based on: a. product price/quality. b. product homogeneity. c. product application. d. product users.
product application
The latest ad of Crest toothpaste says "Crest is a cavity fighter." This is an example of a positioning strategy based on:
product application.
Starbucks marketing itself as "Premium coffee" is an example of a positioning strategy that is based on _____. a. product class b. product users c. product life cycle stage d. product homogeneity
product class
Starbucks marketing itself as "premium coffee" beverage retailer is an example of a positioning strategy based on _____.
product class
There are a number of strategies that you can use to position your company's technology product in the mind of the consumer. You decide to focus your advertising campaign on the perception that your product is what the others aspire to be--the best. Which of the common categories for product positioning are you using to develop your marketing campaign?
product class
The four basic determinants of a market-specific segmentation strategy include company resources, competitors' strategies, stage in the product lifecycle, and:
product homogeneity
The four basic determinants of a market-specific segmentation strategy include company resources, competitors' strategies, stage in the product lifecycle, and: a. product demand. b. product homogeneity. c. environmental constraints. d. organizational efficiencies.
product homogeneity
Newsletters, catalogs, and invitations to company-sponsored events are most closely associated with the marketing mix activity of:
product promotion
The marketing philosophy summarized by the phrase "a high-quality product will sell itself" is a characteristic of the _____ era.
production
Indirect competition
products that can be easily substituted
A local furniture store was recently penalized for continuously using a "going out of business" message in its marketing communications to influence shoppers to visit the store and assume that prices would be very low. This ethical issue is linked to the _____ variable of the marketing mix.
promotion
Kurt Lewin's proposition
proposed that behavior (b) id the function (f) of the interactions of personal influence (P) and pressures exerted by outside environmental forces (e)
In Australia, consumer spending in the past few months has seen an upward trend, and buyers are willing to spend more on premium brands. From this pattern, we can say that Australia is in the _____ stage of the business cycle.
prosperity
The Robinson-Patman Act was passed to:
provide legal protection to individual merchants against competition from larger chain stores.
Search engines
provide the greatest amount of information about products and companies
Sustainability has become an important value among individuals in the United States and some believe that man-made factors such as the increased use of diesel and gasoline in cars has led to global warming. Those worried about global warming and seeking ways to reduce their carbon footprint and have invested in products such as solar panels for their homes and electric or hybrid vehicles. What type of segmentation would be most appropriate for Toyota to utilize in marketing its Prius - a hybrid vehicle?
psychographic
According to psychologist Kurt Lewin, understanding consumer behavior is facilitated by an understanding of the two key factors of: a. learning levels and group power. b. psychological makeup and inputs from others. c. attitudes and perception. d. reference groups and group norms.
psychological makeup and inputs from others
Sharon is purchasing a food processor and has done an extensive research on all the models available in the market. She is convinced about a particular product and is trying to finalize a store from where to make the purchase. Sharon is in the _____ stage of consumer decision process. a. purchase decision and purchase act b. search c. postpurchase evaluation d. problem recognition
purchase decision and purchase act
Sharon is purchasing a food processor and has done extensive research on all the models available in the market. She is convinced about a particular product and is trying to finalize a store from where to make the purchase. Sharon is in the _____ stage of consumer decision process.
purchase decision and purchase act
Reference groups have a greater impact on the purchasing decision when the: a. consumer is already established as the opinion leader in the group. b. product is hard to recognize or see by the group. c. purchased product is a commonly used commodity. d. purchase is unique and conspicuous.
purchase is unique and conspicuous
The term _____ is used to describe dot-com retailers without traditional stores or catalogs. a. multichannel b. brick-and-mortar c. high-street d. pure-play
pure-play
The BCG market share/market growth matrix classifies products with a low relative share of a high-growth market as _____.
question marks
A _____ sample is a nonprobability sample divided to maintain the proportion of certain characteristics among different segments or groups seen in the population as a whole.
quota
A _____ sample is a nonprobability sample divided to maintain the proportion of certain characteristics among different segments or groups seen in the population as a whole. a. simple random b. cluster c. quota d. convenience
quota
Which of the following stages in the business cycle forces businesses to hold down costs, trim payrolls, and cut down travel costs in order to earn profits and cope with uncertain consumer demand?
recovery
The organizational buying process has more steps than the consumer buying process, which can be attributed to: a. shorter durations of customer relationships formed in business markets. b. less standardized products sold in consumer markets. c. lack of interpersonal and environmental influences on consumer buying decisions. d. relatively complex buying process with greater number of decision makers in business markets.
relatively complex buying process with greater number of decision makers in business markets.
Efforts to restore worn-out products to like-new condition is called _____. a. reverse engineering b. merchandising c. remanufacturing d. over-engineering
remanufacturing
Several leading brands of breakfast cereal have changed the basis on which they try to set their products apart from competition, shifting from taste to healthful ingredients. It would be accurate to describe this change as:
repositioning
Purchases that have substantial social or economic consequences: a. usually require relatively less investment of time and effort. b. represent routine purchases that pose little risk. c. require independent decision making. d. represent high-involvement purchase decisions.
represent high-involvement purchase decisions.
It is crucial for marketers to focus their marketing strategies on opinion leaders in a group as opinion leaders: a. limit their purchases to the products and services typical of the social class they belong to, rather than imitating the reference group. b. represent the only medium to carry information about products to general public. c. represent the trendsetters who purchase products before others in the group and then influence the buying decisions of other group members. d. possess the highest purchasing power in a group.
represent the trendsetters who purchase products before others in the group and then influence the buying decisions of other group members.
The organizational buying process differs from the consumer purchase process as the organizational buying process: a. involves few decision makers in making purchase decisions. b. is informal and less professional. c. requires a longer time frame because of complexity of the decisions. d. generally involves purchase of highly standardized products.
requires a longer time frame because of complexity of the decisions.
Limited solving problem
requires moderate amount of a consumer's time and effort
A _____ is a master plan created by a marketer for conducting market research.
research design
A _____ is a master plan created by a marketer for conducting market research. a. research cluster b. research hypothesis c. probability sample d. research design
research design
Most shoppers use Internet mainly to: a. check the availability of the products in the nearby store. b. research products online before buying them at a store. c. obtain information regarding the retailer selling the product. d. check the company's internal information before purchasing.
research products online before buying them at a store.
A stratified sample differs from a quota sample as in a stratified sample: a. researchers handpick participants from among selected segments or groups with certain characteristics. b. researchers select a sample of subgroups from which they draw respondents. c. researchers select participants from among readily available respondents. d. researchers select subsamples by a random process.
researchers select subsamples by a random process
A stratified sample differs from a quota sample as in a stratified sample:
researchers select subsamples by a random process.
Trade industries are a component of business markets that include: a. manufacturers. b. resellers. c. end users. d. services providers.
resellers.
The rate of revenues received for every dollar spent on an expense is known as _____. a. return on investment b. resource rent c. earnings per share d. return on equity
return on investment
Pharmaceutical companies often get patents granting them the exclusive right to produce and market drug formulations they have developed. These patents are:
rewards for the millions that firms have invested in the research and development process.
Travel Time is an online travel site that assists customers in booking their holidays. They make advance bookings for the customers, they also notify them about a reduction in air fares immediately so to that it can offer the lowest fare to the customers. It also helps the customers to check the status of their booking online. This type of marketing strategy employed by Travel Time is an example of: a. right-time marketing. b. integrated marketing. c. search marketing. d. real time marketing.
right-time marketing.
Manufacturers create goods and services based on research and their belief that consumers need them. In doing so, what marketing function are they performing?
risk taking
The 80/20 principle states that: a. market segmentation succeeds 80 percent of the time and fails the remaining 20 percent of the time. b. roughly 80 percent of total product sales come from 20 percent of customers. c. nearly 80 percent of the market segment is generally tapped within first 10 years of the introduction of the product, and 20 percent remains unreached. d. 80 percent of the market can be segmented, and 20 percent cannot.
roughly 80 percent of total product sales come from 20 percent of customers
The 80/20 principle states that:
roughly 80 percent of total product sales come from 20 percent of customers.
Which of the following consumer problem-solving behaviors requires the least effort?
routinized response behavior
A company with a _____ orientation assumes that customers will resist purchasing nonessential goods and services and that the task of personal selling and advertising is to persuade them to buy.
sales
Walmart is evaluating its performance records of the previous years that are stored in its database. In addition to this, the company is also evaluating its previous year invoices. This evaluation process carried out by firms is called _____. a. sales analysis b. financial iteration c. market capitalization d. interpretative research
sales analysis
Solaris works for a beverage company in the western part of the United States. Solaris's superiors ask him to chart the competitive environment as well as market trends on a quarterly basis, and to forecast the company's sales. Because he produces this information once every few months, Solaris generally considers only short-term future sales. Starting with the employees on the sales floor at the company's distribution centers, Solaris and his team gather sales projections and then work their way upward to middle and top-level management, asking the respondents to estimate sales. Solaris is then able to determine the sales forecast on the basis of this aggregate information. Which of the following forecasting techniques is Solaris implementing?
sales force composite
An estimate of a firm's revenue for a specified future period is known as a _____. a. revenue cluster b. market cap c. sales forecast d. sales boundary
sales forecast
A group of people chosen from a defined population to be survey respondents or research participants is called a:
sample
A group of people chosen from a defined population to be survey respondents or research participants is called a: a. population. b. segment. c. sample. d. community.
sample.
As chief executive of Stalwart Shipfitting Company, a diversified producer of marine supplies and equipment, John needs a method for spotting promising product lines that warrant commitment of additional resources, as well as those that should be removed from the firm's product portfolio. A good choice for this firm at this stage would be to use:
sbu
Keith is a marketer for Olympus cameras. He arranged for an agreement with a search engine whereby Olympus would pay the search engine for listing its products among the top three results whenever a computer user ran a search for digital cameras. This is an example of: a. integrated marketing. b. active marketing. c. search marketing. d. interactive marketing.
search marketing.
You are the head of marketing for a technology company in Boston, and you are meeting with your company's CEO to discuss a new market opportunity that you believe offers significant profit potential for the firm. You are anxious to launch an initiative to establish the firm's presence in this new market as quickly as possible. However, your CEO is a bit more cautious about the potential in this market and would prefer that you take a more conservative approach to entering the market. In fact, your CEO would rather see what others do in the market before launching the firm's initiative. In order to appease your CEO, which of the following strategies should you pursue?
second mover strategy
Penelope is using data collected and published by a trade association in her marketing research study. The data used by Penelope can be regarded as _____. a. secondary data b. primary data c. raw data d. experimental data
secondary data
In the VALS system, action-motivated consumers are those who: a. have a set of ideas and morals or principles they live by. b. are influenced by symbols of success. c. seek physical activity, variety, and adventure. d. have high energy level and are eager to buy products.
seek physical activity, variety, and adventure.
Traditional Marketing
seeks to control the content and message received by the audience
The segmentation of B2B marketplace based on how business purchasers will use the product is called: a. segmentation by purchasing category. b. segmentation by customer type. c. segmentation by end-use application. d. segmentation by demographic characteristics.
segmentation by end-use application
A consumer goods company segments its markets on the basis of purchase patterns of their customers. The company groups its consumers who regularly buy their product into heavy, moderate, and light users, and nonusers. This segmentation approach is an example of _____.
segmentation by usage rates
A consumer goods company segments its markets on the basis of purchase patterns of their customers. The company groups its consumers who regularly buy their product into heavy, moderate, and light users, and nonusers. This segmentation approach is an example of _____. a. segmentation by benefits sought b. geographic segmentation c. segmentation by usage rates d. distributive segmentation
segmentation by usage rates
According to Maslow, an individual's desire to realize his full potential and find fulfillment by expressing his unique talents and capabilities can be regarded as his _____ needs. a. self-actualization b. physiological c. social d. esteem
self-actualization
Martin, a marketing manager, contributes toward community development and volunteers for various civic awareness programs. These activities help Martin in satisfying his _____ needs. a. physiological b. belongingness c. self-actualization d. safety
self-actualization
The revised VALS segmentation system categorizes consumers based on _____. a. religious affiliations b. political views c. self-motivation d. social values
self-motivation
Marketers in many industries use predictive analytics to:
set strategies
At specific mileage intervals, Capitol sends certificates to owners of their automobiles offering discounts on repair services through the dealerships. Each repair visit is overseen by a trained service representative and the completed repairs are followed up to ensure customer satisfaction. The attention given by the dealership is called _____. a. scaling b. screening c. shaping d. shadowing
shaping
At specific mileage intervals, Capitol sends coupons to owners of their automobiles offering discounts on repair services through the dealerships. Each repair visit is overseen by a trained service representative, and the completed repairs are followed up to ensure customer satisfaction. The attention given by the dealership is called _____.
shaping
The process of applying a series of rewards and reinforcements to permit more complex consumer behavior to evolve is known as ____. a. scaling b. screening c. shaping d. shadowing
shaping
A private exchange is a secure website used by companies to: a. improve the efficiency of their bidding and purchasing processes. b. share all types of data related to e-marketing with its suppliers. c. give financial information to its investors. d. share information with the employees in different locations.
share all types of data related to e-marketing with its suppliers
A positioning map:
shows how consumers view a product relative to competitive products.
A positioning map: a. is used primarily by companies utilizing undifferentiated marketing strategies. b. can be used only for already successful products in the market. c. shows how consumers view a product relative to competitive products. d. outlines how to introduce a new product to the marketplace.
shows how consumers view a product relative to competitive products.
Tabitha is a marketing consultant working with an advertising agency who has recently launched a radio and social media campaign for a new beverage product. The advertising agency is interested in determining the percent of people in the target market who have been exposed to the advertising message and can "recall" the message. Tabitha recommends that a phone survey be utilized to contact individuals with mobile phones. Tabitha works with the local mobile phone companies to determine the relevant prefixes or 3-digit numbers for individuals in the area and then instructs the research call center to randomly identify the remaining 4 numbers to ensure that all members of the population who have a mobile phone have an equal opportunity of being selected to participate in the study. Tabitha is using the ______ sample method.
simple random
A(n) _____ is a probability sample in which every individual in the relevant universe has an equal opportunity of being selected.
simple random sample
A(n) _____ is a probability sample in which every individual in the relevant universe has an equal opportunity of being selected. a. accidental sample b. convenience sample c. quota sample d. simple random sample
simple random sample
A young single person setting up an apartment for the first time is most likely to be a good prospect for:
small home appliances such as coffee makers and toasters.
A young single person setting up an apartment for the first time is most likely to be a good prospect for: a. expensive furnishings. b. luxury cars, personalized gifts and power tools. c. small home appliances such as coffee makers and toasters. d. health care products and insurance policies.
small home appliances such as coffee makers and toasters.
why is consumer behavior important ?
so marketers can understand the behavior of consumers, so they can offer the right products
Crowdtrail is a tool used by marketers to evaluate their social media presence by tracking and evaluating users' influence across various virtual communities. It provides information regarding the number of clicks on a company's website and also helps in measuring the total reach, frequency, engagement, and other factors. Crowdtrail is an example of a _____. a. social networking site b. bookmark c. blog d. social media analytics tool
social media analytics tool
Jonathan, who has experience in graphics designing, was hired by a firm to oversee the look and feel of its Facebook page. Jonathan was most likely hired as a _____. a. social media designer b. copywriter c. social media developer d. brand manager
social media designer
The individual who creates and oversees the look and feel of an online community, Facebook page, or other branded content for a particular company is called a(n) _____. a. online community manager b. social media designer c. content programmer d. blogger
social media designer
A _____ is generally responsible for generating programs necessary to build and assemble the features for social tools such as blogs and communities. a. social media developer b. social media specialist c. brand manager d. copywriter
social media developer
A person who oversees all of the company's social media functions, ranging from blogging copywriter to social media strategist is called a _____. a. content programmer b. social media marketing manager c. social media developer d. social media specialist
social media marketing manager
The marketing team at Neptune Networks has recently rolled out its social media marketing plan, and is trying to measure the impact of its campaign by tracking the social media platforms that were used for the purpose. The marketing team is using a few entry-level tools to track the blogs, the online communities, and also the firm's Facebook and Twitter accounts. This process of tracking and evaluating a firm's SMM initiatives is known as _____. a. content marketing b. social media monitoring c. digital marketing d. search marketing
social media monitoring
The process of tracking, measuring, and evaluating a firm's social media marketing initiatives is called _____. a. social media management b. content marketing c. social bookmarking d. social media monitoring
social media monitoring
The primary decision maker who runs a firm's social media program is called a(n) _____. a. content manager b. online community manager c. social media strategist d. social media designer
social media strategist
A(n) _____ is a software that enables users to communicate with each other online. a. bookmarking site b. social media analytics c. online forum d. social media tool
social media tool
Badoo is a global, multilingual, social media platform that provides an opportunity for its members to meet new people in their locality, share daily activities, and post opinions on different topics. Badoo is a type of _____. a. application b. social networking site c. bookmarking site d. blogging site
social networking site
Eons.com is a website for baby boomers that allows members to find friends, share experiences on various topics, and post photos and videos. It also provides information on health, fitness, retirement and insurance, and access to various special interest groups. Eons.com is an example of a _____. a. blogging site b. social news site c. social networking site d. microblog
social networking site
Enterprise Rent-A-Car has invested in new equipment to reduce their carbon footprint and conserve energy. A large percentage of Enterprise's airport shuttle buses use cleaner fuel such as biodiesel. Focusing on reducing their carbon footprint is one way that Enterprise is demonstrating __________.
social responsibility
Purchasing a firm's entire stock of an item from just one vendor is termed as: a. multiple sourcing. b. sole sourcing. c. outsourcing. d. inverted sourcing.
sole sourcing.
SMM Campaign
solicits the audience's participation in the message
Social media marketing differs from traditional marketing in that social media marketing: a. seeks to control the content and message received by the audience. b. focuses mainly on promoting the company outright, rather than building credibility among customers. c. covers all forms of media including print media and television commercials. d. solicits the audience's participation in the message.
solicits the audience's participation in the message
Which of the following is a facilitating function of marketing?
standardization and grading
Microsoft Windows generates considerable income for its parent company but is expensive to support. However, the expense is acceptable because Windows is the world's dominant operating system. Based on this information, Windows would be categorized under the BCG market share/market growth matrix as a:
star
The relative position of an individual member in a group is called _____. a. dyad b. norm c. status d. stereotype
status
Peoples' perception of an object or event results from an interaction between their: a. likes and dislikes. b. emotions and thoughts. c. stimulus factors and individual factors. d. needs and wants.
stimulus factors and individual factors.
If an automobile manufacturer was planning to introduce a sports car powered by a hydrogen-oxygen fuel cell when the price of gasoline in the United States reached $4 per gallon, this would best be described as a direct result of its _____ plan.
strategic
In the planning hierarchy, plans dealing with organization-wide objectives, long-term plans, and the total budget would be classified as _____ plans.
strategic
Jamal is the marketing director of a third party logistics firm operating in the United States. Jamal and his team recently engaged in ________ to determine the company's primary objectives over the next three years and identified specific actions that the company would initiate to achieve the objectives.
strategic
A gaming corporation and a mobile manufacturer work together to develop unique games which are made available on the applications of the phones. This is an example of:
strategic alliance
The Coffee Cup, a popular coffee chain in Switzerland, is trying to expand its business into Canada. It decides to enter into a partnership with a Canadian bookstore chain to set up coffee shops inside bookstores, an arrangement which will benefit both firms. This type of partnership that helps to create a competitive advantage in a new market is known as a _____.
strategic alliance
SBU's
strategic business units are key units within diversified firms. each sbu has its own managers, resources, objectives, and competitors
The limited occasions when the key requirements of a market and the particular competencies of a firm best fit together are referred to as:
strategic business windows
At a time when computer users were having trouble storing, sending, and displaying photos, Apple introduced the iMac computer, which was equipped with a digital camera interface and photo-handling software. This product was a result of Apple recognizing its:
strategic window
A probability sample constructed so that randomly selected subsamples of different groups are represented in the total sample is known as a(n) _____ sample.
stratified
A probability sample constructed so that randomly selected subsamples of different groups are represented in the total sample is known as a(n) _____ sample. a. stratified b. convenience c. exclusive d. quota
stratified
Which of the following is a probability sample?
stratified
Banner ads
strip messages placed in high-visibility areas of frequently visited websites
As per the studies conducted by Roper, the segment of customers who value professional and material goals more than other groups is called: a. strivers. b. devouts. c. altruists. d. fun seekers.
strivers
An automobile manufacturer is dependent on a single supplier for tires. Based on this information, which of the following statements is true?
supplier has significant buying power
A product strategy includes decisions about customer service, package design, brand names, trademarks, patents, and warranties.
true
The role of an influencer in a buying center is to: a. inform potential suppliers about the required specifications of the product. b. select the supplier and implement the procedures for securing the good. c. supply information to guide the evaluation of alternatives. d. make the actual buying decision.
supply information to guide the evaluation of alternatives.
A _____ gathers input through mail-in questionnaires, online feedback, telephone polls, and personal interviews to determine the purchasing intentions of a representative group of present and potential customers. a. test market b. survey of buyer intentions c. sales force composite technique d. trend analysis
survey of buyer intentions
A newly married couple is looking to rent an apartment. This decision is most likely to be: a. syncratic. b. made by the husband. c. made by the wife as she will manage the household. d. autocratic.
syncratic
An organization that regularly provides a standardized set of data on a periodic basis to its subscribers is called a ______. a. full-service research supplier b. syndicated service c. supplier relationship management company d. market simulation firm
syndicated service
The centralization of the procurement function within an internal division or as a service of an external supplier is known as: a. supply chain inversion. b. inventory perpetuation. c. systems integration. d. merchandising.
systems integration.
Which of the following products would be the best choice to be marketed using an undifferentiated marketing strategy?
table salt
According to experts, job applicants can further their chances of landing their first social media marketing job by: a. commenting actively on posts and links posted by other users on social media sites. b. widening their social network. c. taking online courses that teach social media marketing skills. d. connecting their LinkedIn accounts to personal blogs and Tweets.
taking online courses that teach social media marketing skills.
The group of people to whom a firm directs its marketing efforts and ultimately its merchandise is known as its _____ market.
target
Widespread adoption of wireless networks and in-home Internet use has led to an increased availability of "smart" products for the home such as thermostats, lighting, security, systems and smoke detectors. Which environmental factor is most related to the new smart home products?
technological
Relationship marketing relies heavily on:
technology to store customer data and to customize products/services.
_____ is a marketing research technique that involves introducing a new product in a specific area and then measuring its degree of success.
test marketing
Last summer, the Thomas family had to decide whether to buy a new car, go to Disney World, or remodel their basement. They chose the vacation. This illustrates:
that competition can be defined in terms of dissimilar products vying for a limited supply of discretionary buying power
Some manufacturing companies prefer to sell only high-priced specialty products online because: a. the companies want their customers to use online banking rather than cash for the transaction. b. the customers are not able to purchase specialty items from store locations. c. the warehousing costs for specialty products can erode any profits to be made from their sales. d. the companies do not wish to enter into a direct competition with its wholesale and retail partners.
the companies do not wish to enter into a direct competition with its wholesale and retail partners
Businesses choose outsourcing as an alternative to making goods in-house or providing in-house services when: a. they want to reduce the amount of depreciation indicated on their books of account. b. proprietary technology has the potential to raise security concerns. c. conflicts arise between nonunion outside workers and in-house union employees. d. the company needs to reduce costs to remain competitive.
the company needs to reduce costs to remain competitive.
It is now possible to enter into legal contracts online, due to the development of: a. the electronic shopping cart. b. the electronic signature. c. cloud computing. d. data scrambling technology.
the electronic signature.
Benefits of E-marketing
the elimination of geographical boundaries, personalized marketing, interactive marketing, right-time marketing, and integrated marketing
An example of a threat to a firm discovered by a SWOT analysis might be:
the entry of new competitors
Organization's mission
the essential purpose that differentiates the company from others
In an SMM plan, _____ refers to a paragraph or two that explains the who, what, when, where, how, and why of the plan, and gives compelling reasons why the plan should be adopted. a. the overview b. the executive summary c. the analysis of the competition d. the body of the plan
the executive summary
Decisions relating to the product strategy primarily revolve around _____.
the features of the products being released in the market
One of the reasons cited by the U.S. Department of Commerce for the trend toward smaller households is: a. young people's tendency to marry early. b. the increase in the number of same-sex couples. c. the low cost of living. d. the frequency of divorce.
the frequency of divorce
Asch Phenomenon
the impact of groups and groups norms on individual behavior
Marketing Ethics
the marketer's standards of conduct and moral values
Perception
the meaning that a person attributes to incoming stimuli
In the area of self-concept theory, the real self is: a. the self which has achieved self-actualization. b. the way the individual thinks other people see him or her. c. the individual's personal set of objectives to which he or she aspires. d. the objective view of the total person.
the objective view of the total person.
Engel's laws state that, as household income increases: a. the percentage of income spent on items such as recreation and education increases. b. the percentage of income spent for clothing and household operations increases. c. the percentage of income spent on medical and personal-care decreases. d. the percentage of income spent on food remains constant.
the percentage of income spent on items such as recreation and education increases.
Click- through rate
the percentage of viewers who, when presented an ad clicked on it
conversion rate
the percentage of visitors to a website who actually make a purchase
Environmental scanning
the process of collecting information about the external marketing environment to identify and interpret potential trends ( contributes to environmental management by providing current information about the five different environments so marketers can predict and influence changes.
Firms conduct marketing cost analysis to determine:
the profitability of certain customers, territories, or product lines.
Firms conduct marketing cost analysis to determine: a. the appropriate levels of market capitalization. b. the current levels of corporate assets and liabilities. c. the profitability of certain customers, territories, or product lines. d. the marketing strategies of its competitors.
the profitability of certain customers, territories, or product lines.
Consumers are more likely to experience cognitive dissonance when: a. the purchase has been made at discount prices. b. the purchase decision has potential economic consequences. c. the purchased product has routine uses. d. the product company offers excellent after-sales service.
the purchase decision has potential economic consequences
Consumers are more likely to experience cognitive dissonance when:
the purchase decision has potential economic consequences.
The determination of whether pencils are consumer products or business products is based on: a. the purpose for which the pencils are purchased. b. the number of pencils purchased. c. the place where the pencils are purchased. d. the total price paid for the pencils.
the purpose for which the pencils are purchased
The determination of whether pencils are consumer products or business products is based on:
the purpose for which the pencils are purchased.
In the learning process, reinforcement is: a. the expected change in behavior that results from experience. b. the reduction in drive that results from a proper response. c. an individual's reaction to a set of cues. d. any strong stimulus that impels action.
the reduction in drive that results from a proper response
routinized response behavior
the repeated purchase of the same product or limited group products
Five years ago, Joshua spent 28 percent of his $45,000 yearly income on his bachelor apartment. Today, Joshua is earning $60,000 annually. According to Engel's laws, the percentage of income he will spend on his new apartment will be: a. more than 70 percent. b. the same as it was back then -- about 28 percent. c. about 50 percent. d. less than 10 percent.
the same as it was back then -- about 28 percent.
Which act prohibits restraint of trade and monopolization and identifies a competitive marketing system as a national policy goal?
the sherman anti-trust act
The emergence of the marketing concept can best be explained by:
the shift from a seller's market to a buyer's market.
E-Marketing
the strategic process of creating, distributing, promoting, and pricing goods and services to a target market over the internet
The cohort effect describes: a. why members of the same psychographic group decide to vote the same way and have a lot of similarities in their choices. b. how Generation X uses its financial power to influence product trends, and gets closely followed by the marketers. c. the effect of demographic characteristics in analyzing purchase habits, product usage rates, and brand preference. d. the tendency of members of a generation to be influenced and bound together by events occurring during their key formative years.
the tendency of members of a generation to be influenced and bound together by events occurring during their key formative years.
B2B E-marketing
the use of the internet for business transactions between organizations.
The looking-glass self is defined as: a. the objective view of oneself. b. the way an individual thinks others see him or her. c. the way an individual views himself or herself. d. the ideal view one has of oneself.
the way an individual thinks others see him or her.
Psychographic segmentation divides a population into groups based on: a. their use of the product. b. their income and expenditure patterns. c. their geographic location. d. their attitudes, values and lifestyles.
their attitudes, values and lifestyles
A product's package color, size and label shapes are all part of its trade dress.
true
A promotional outlay for a family brand benefits all items in the line.
true
Marketing to Asian American consumers is challenging as: a. they belong to multiple ethnic groups with their own language, religion, and value systems. b. they have a high acculturation rate. c. they are widely spread in different regions of the United States. d. they have considerably less disposable income compared to other minority groups.
they belong to multiple ethnic groups with their own language, religion, and value systems.
A major benefit of using test markets as a quantitative forecasting method is that: a. they provide realistic information on actual purchases rather than intent to buy. b. they are quick and inexpensive. c. they combine and average the outlooks of top executives from such areas as marketing, finance, and production. d. they solicit opinion from experts outside the firm such as academic researchers.
they provide realistic information on actual purchases rather than intent to buy
Employee unions generally view outsourcing as a: a. way to stay competitive and preserve jobs. b. bargaining tool for higher wages. c. threat to their jobs and means of livelihood. d. means of reducing the overhead costs on production processes.
threat to their jobs and means of livelihood.
Netflix has become a popular media streaming company and provides consumers the opportunity to view programming at their leisure whenever it's convenient for them. In addition, consumers can stream programming on smart TVs, tablets, computers or smart phones. What type of utility is Netflix offering?
time
Zara and H&M are market leaders in the world of "fast fashion" where they're able to design and manufacture clothing based on the latest fashion trends in a quick and affordable manner. Due to their ability to partner with manufacturing firms in developing countries and their use of supply chain strategies, Zara and H&M can reduce the time between design and availability in the retail store which is a significant competitive advantage. These companies make use of _______ competition.
time based
2 vital approaches for a firm as it manages potential social media crisis
timeliness and transparency
Widget
tiny interactive applications internet users can copy and add on their own pages to play music, video , or slideshow
The marketing website of a company differs from its corporate website as the marketing website is established: a. to increase the visibility of the company and promote its offerings. b. to provide financial information to investors. c. to increase the purchase of products by visitors by engaging them in interactions that will lead to purchase of the product. d. to provide a communication channel for consumers and other interested parties via email, blogs, and online forums.
to increase the purchase of products by visitors by engaging them in interactions that will lead to purchase of the product
what is the function of rules of engagement in smm
to make the exchange between marketers and their target audience a good one
The government category of the B2B market primarily buys products: a. to sell it to the final consumers. b. to provide some form of public benefit. c. to export them to other countries. d. to improve its resale value.
to provide some form of public benefit.
_____ is the largest metropolitan area in the world.
tokyo
DHL has developed a reputation as an international business specialist enabling companies who produce or distribute products to economically ship finished goods to customers. Which function of marketing does DHL provide to companies?
transporting
"For the same dollars that you spend on a no-frills ticket to Los Angeles, fly Business Class with us!" is the advertising statement issued by FlyHigh Airlines. It represents an attempt by FlyHigh Airlines to position itself with respect to its competitors.
true
A SWOT analysis helps planners compare internal organizational strengths and weaknesses with external opportunities and threats.
true
A brand is said to have high relevance if a large number of consumers feel the need for the benefits offered by the brand.
true
A brand name must qualify for legal protection.
true
A brand name should give buyers the correct connotation of the product's image.
true
A clothing manufacturer sells to 300 retail chains and boutiques within the United States. Since West Coast retailers have a more affluent clientele, they can command higher retail prices. This is likely to be considered illegal under the Clayton Act.
true
A convenience sample is also called an accidental sample as those included just happen to be in the place where the study is being conducted.
true
A customer-driven organization begins its marketing strategy with a detailed description of its target market.
true
A hotel purchases towels for use in its rooms. In this context, these towels will be considered business products.
true
A life insurance salesperson explaining the benefits of a policy to both husband and wife in a two-income family is perceiving the adoption of the policy to be a syncratic purchase decision.
true
A marketing information system (MIS) is a part of a firm's overall management information system that deals specifically with marketing data and issues.
true
A marketing research firm can provide technical assistance and expertise not available within the contracting firm.
true
A marketing-related problem can be identified by evaluating the firm's marketing mix elements and target market.
true
A small service agency is trying to assess clients' view of the quality of service over the past year. If the company has had 1000 clients over the past 12 months, then all 1000 clients constitute the population considered for the survey.
true
A strong brand identity can contribute to the consumers' perceptions of product quality.
true
A syndicated service can also be considered a type of limited-service research supplier.
true
A well-defined problem allows the researcher to focus on securing the exact information needed to solve the problem.
true
A well-designed Internet-based marketing research project can cost less than offline research yet yields faster results.
true
Advertisements that utilize closure have a good chance of catching the attention of consumers as they try to complete the advertising message with a limited amount of stimuli.
true
All planning strategies have the goal of creating a sustainable competitive advantage for a firm which other companies cannot imitate.
true
An excellent brand name or symbol in one country may prove disastrous in another.
true
An organization creates a customer through a three-step approach: identifying needs in the marketplace, finding out which needs the organization can profitably serve, and developing goods and services to convert potential buyers into customers.
true
An undifferentiated marketing strategy is more suited for a firm that markets generic products rather than individual brand names.
true
Analysis of sales performance records helps marketers to find clues to potential problems.
true
Asian Americans are an attractive target to marketers as they have the fastest rising income.
true
At present, no industry-wide standards define techniques for measuring Web use.
true
Branding helps firms build and maintain identity and competitive advantage for their products.
true
Brands with high equity often command comparatively large market shares.
true
Businesses may need to adjust their data collection methods for primary research in foreign countries since some methods do not easily transfer across national borders.
true
Buyers in metropolitan statistical areas exhibit social and economic homogeneity.
true
Cognitive dissonance is likely to increase when the purchase decision has a major effect on the buyer.
true
Companies that follow category management process define the category based on the target market's needs.
true
Company A provides a component to Company B, which then sells it under its own brand. This is an example of a vertical alliance.
true
Competition in the market usually forces firms to adopt a differentiated marketing strategy.
true
Concentrated marketing is also known as niche marketing.
true
Concentrated marketing strategy ties a firm's growth to a specific market segment.
true
Consumer behavior refers to the process through which ultimate buyers make their purchase decisions.
true
Consumers are most likely to exhibit routinized response behavior while purchasing low-involvement products.
true
Detergent packets purchased by a leading laundry service are considered business products.
true
Dividing an overall market into homogeneous groups based on gender and age would constitute demographic segmentation.
true
During the process of market segmentation, finalizing the marketing strategy and tactics helps firms to determine the costs of marketing and the expected level of resources it must commit.
true
Economic recovery can be described as a period when consumer spending begins to cautiously increase, while companies try to hold down rising costs.
true
Employees at middle-management levels engage themselves in business unit budgets and divisional policies and procedures.
true
Fears of product tampering have forced many firms to improve package designs.
true
Firms can reposition their already successful products in order to gain a greater market share.
true
Firms usually decide whether to conduct a marketing research study internally or through an outside organization based on cost, reliability, and accuracy of the data collected by the outside firm.
true
Geographic indicators such as job growth give useful guidance to marketers, depending on the type of products they sell.
true
Geographic information systems (GIS) simplify the job of analyzing marketing information by relating data to their locations.
true
Geographic information systems help marketers map out most efficient delivery routes.
true
Geographic segmentation provides useful distinctions when regional preferences or needs exist.
true
Good relationships with customers can equip a firm with vital strategic weapons.
true
Improved product quality and superlative customer service can help a company gain a competitive advantage in the marketplace.
true
In a stratified sample, each selected subgroup is relatively homogeneous for a certain characteristic.
true
Maros, an agricultural biotechnology company, is the sole supplier of genetically engineered seeds and controls 84 percent of the market share for genetically modified crops. This is an example of a monopoly.
true
Not-for-profit organizations are generally less concerned with the bottom line than for-profit organizations.
true
Observation alone cannot supply all the necessary information as it is difficult to get exact demographic information from observation.
true
Observation is a useful technique to collect primary data for marketers trying to understand how consumers behave in certain situations.
true
People develop standards of ethical behavior based on their own systems of values.
true
Primary metropolitan statistical areas (PMSAs) are identified within areas of 1-million-plus populations.
true
Prior to the 1930s, most of the marketing research involved gathering written testimonials from purchasers of firms' products.
true
Product positioning refers to consumers' perceptions of a product's attributes, uses, quality, and advantages and disadvantages relative to competing brands.
true
Products bought by ultimate customers for personal use are known as consumer products.
true
Psychographic segmentation helps marketers to gain a sharper insight into consumer purchasing behavior.
true
Public and private consumer interest groups and self-regulatory organizations are part of the legal environment.
true
Relationship marketing moves customers up a loyalty ladder—from new customers to regular purchasers, then to loyal supporters of the firm and its goods and services, and finally to advocates who not only buy its products but recommend them to others.
true
Relationship marketing tries to rebuild damaged relationships and rejuvenate unprofitable customers.
true
Researchers rarely use an entire population for a study, unless the total population is small, because of the high costs associated with it.
true
Sampling is the process of selecting survey respondents or research participants.
true
Sears offers discount coupons and lowers prices on 1,000 items in the store in order to generate sales. This is most likely to occur during an economic recession.
true
Sentencing guidelines act as an incentive for corporations to implement effective ethics compliance programs—if they are hauled into court, the existence of such a program can help reduce penalties.
true
Studying the underlying causes of customer defections, even partial defections, can be useful for identifying problem areas that need attention.
true
Telephone surveys have relatively high response rates and are effective at drawing appropriate responses.
true
Test marketing a new product is expensive and communicates company plans to competitors prior to its full-scale introduction.
true
The Sherman Antitrust Act, Clayton Act, and Federal Trade Commission Act are evidence of federal commitment to maintaining a competitive business environment in the United States.
true
The U.S. military has historically been a source of product innovation and many of its technologies have been adapted for the consumer markets.
true
The choice between secondary and primary data is tied to cost, applicability, and effectiveness.
true
The cultural diversity of the United States results in various submarkets, each with unique values, cultural characteristics, purchasing behaviors, and consumer preferences.
true
The degree of external search increases as purchasing behavior moves from routine to limited to extended problem solving.
true
The demand for green products is increasing as consumers have responded by purchasing more and more green goods, providing profits and opportunities for growth to the companies that make and sell them.
true
The five dimensions of the marketing environment are competitive, political-legal, economic, technological, and social-cultural.
true
The government's Do Not Call Registry exempts callers representing not-for-profit organizations and political candidates.
true
The industry deregulation phase has focused on increasing the competition in industries such as utilities and financial services.
true
The information gathered by an outside marketing research firm is often more thorough and accurate than that collected by in-house staff.
true
The market segmentation that is based on the stages of the family lifecycle is a form of demographic segmentation.
true
The market shares for generic products increase during economic downturns but subside when the economy improves.
true
The marketing strategy that targets potential customers based on specific occupation or lifestyle is called micromarketing.
true
The newest regulatory frontier in the United States is cyberspace, where state and federal regulators are investigating ways to police the Internet and online services.
true
The number and size of the market segments chosen by a firm must match its marketing capabilities.
true
The number of brands included in the evoked set may vary according to the situation and the person.
true
The planning process identifies objectives and determines the actions that are needed to attain those objectives.
true
Tide laundry detergent commands an extremely high market share. Purchasers of the product are extremely less sensitive to price changes. Based on this assessment, it can be said that Tide has high brand equity.
true
Typical sources of internal company data are sales records, financial statements, and marketing cost analyses.
true
Up & Away Flying Corporation recently began manufacturing private helicopters. If they have a limited advertising budget, concentrated marketing would be the ideal marketing strategy for this firm.
true
Very few residents of a micropolitan statistical area commute outside the area.
true
Videotaping consumers in action is gaining acceptance as an observational research technique.
true
Marketing intelligence refers to the sum total of information related to a firm's markets.
true
The first step in creating an effective website is to: a. create an eye-catching home page. b. establish the layout of the website. c. determine the tools to be used and their graphical content. d. understand the purpose of the site.
understand the purpose of the site
The total group of people that a researcher wants to study is called the:
universe
The total group of people that a researcher wants to study is called the: a. universe. b. sample. c. cluster. d. aggregate.
universe.
The numerical bar code system used to record product and price information is called the _____.
upc
Survey methods used in marketing research for collecting primary data involve the: a. use of Delphi technique. b. review of sales data on customer purchase rates to estimate the future sales. c. analysis of historical census data. d. use of questionnaires to obtain demographic information of consumers.
use of questionnaires to obtain demographic information of consumers
Web-to-store shoppers are a group of consumers who: a. purchase an item online after having inquired about it by visiting a store. b. purchase the primary item on the Web and go to the store to buy accessories. c. use the Internet as a tool when shopping at brick-and-mortar retailers. d. promote online purchasing of products.
use the Internet as a tool when shopping at brick-and-mortar retailers.
Evaluating a supplier's performance in categories such as price, EDI capability, delivery times, and attention to special requests is known as: a. value analysis. b. customer relationship management. c. vendor analysis. d. task-based evaluation.
vendor analysis.
The customers of a nationalized bank recently received emails from a fake ID asking them to make a phone call to a number mentioned in the mail and provide information regarding their account numbers, recent transactions and online passwords. The mail informed them that it was a check being conducted by the bank to update their personal information. This is an example of: a. phishing. b. search marketing. c. vishing. d. data mining.
vishing
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 marketing-related phrase comes up in the bonus round of the game: "It's an informed guess or assumption about a problem or a specific event. It sets the stage for in-depth research and clarifies what the researcher needs to test." The contestant's response should be
what is a hypothesis
A _____ is a Web page anyone can edit, so that a reader can, in addition to asking questions or posting comments, actually make changes to the Web page. a. blog b. wiki c. tweet d. news feed
wiki
Which of the following statements is true regarding marketing myopia?
A firm who focuses on product orientation endangers future growth
What is the biggest challenge in using big data?
Ability to manage and analyze all the gathered information
You work for a local community garden and have been asked to showcase some of the produce from the garden at the local mall. You decide to use nonprobability sampling to identify study participants. As families walk into the mall, you stop them and ask them to try the produce that you have grown in the garden to complete a survey on healthy eating. Which of the following is a potential drawback of using nonprobability sampling?
Respondents may self-select into the study.
Adrienne has received her first solo assignment since she was hired as a junior marketing researcher for a national food and beverage distributor. She has been asked to formulate some preliminary ideas about new product development for coffee products sold in the distributor's on-premise consumption outlets. She understands that this assignment is a test to see whether she knows the process. She decides to start with the basics, adding a twenty-first-century twist. How will Adrienne begin the process of formulating ideas about new product development?
Adrienne will send online coupons to customers who are Facebook friends or have visited the company's website, and ask them to complete a brief online AIO lifestyle survey that inquires about their activities, interests, and opinions.
What is the term for information that originates in unprecedented volume and speed from the world around us?
Big data
You work for a drug company and have been asked to advise company executives about the manufacturing of generic versus branded pharmaceuticals. Which of the following arguments could you use if you were trying to convince the executives that branded drugs are the way to go?
Customers sometimes feel more secure about purchasing brand-name drugs.
The NBA Sacramento Kings play their home games in the Arco Arena. The naming of their stadium is an example of which one of the following five types of nontraditional marketing?
Event marketing
The regulatory agency which can require advertisers to provide additional information about products in their advertisements is the _____.
Federal Trade Commission (FTC)
Many buyers of your luxury line of fine jewelry are middle class. You're not surprised, since middle-class consumers often buy items they associate with the upper classes. Which of the following promotional messages would be likely to appeal to these aspirational customers?
Feel like a billionaire. Live a luxury lifestyle.
Which of the following is NOT a non-profit organization?
Golden State Warriors - an NBA franchise
Procter & Gamble sends researchers into the homes of consumers around the world to observe how they use certain products. The researchers seek to understand how different cultures may influence consumer behavior. This is a(n) ____ research method, used to collect ____ data.
Interpretive, primary
You overhear your parents having a conversation about the family's grocery list and which of them is going to do the shopping this coming weekend. Your mother typically does the grocery shopping and has a comprehensive process, which entails researching supermarkets that have the best sales, clipping coupons, and identifying which items she wants from the circulars that are mailed weekly to the house. She prefers to do the shopping herself but has to go out of town, leaving your dad with this responsibility. Your dad generally just buys whatever he thinks you and your siblings will like and prefers to be in and out of the grocery store. What can be said about your parents' purchase decision styles?
Involvement in purchase decisions may vary from one person to the next.
Given the rapid pace of technological innovation over the last few decades, the technological forces a firm must contend with are arguably the most dynamic of all the forces impacting the marketing environment. These technological forces can have either negative or positive implications for the firm. Which of the following statements is true about technology in a marketing context?
Many technological innovations, such as the Internet, come from the government sector.
Which of the following is a characteristic which distinguishes profit-oriented firms from non-profit organizations?
Profit-oriented businesses tend to focus their marketing activities on one public - their customers
Psychographic segmentation is not an exact science. While it helps to paint an overall picture of the psychological motivations of consumers, those motivations are influenced by countless variables, such as family, occupation, and culture. Select the statement below that gives an accurate description of the effective use of psychographic segmenting.
Psychographic segmentation is effective when it helps to match a company's product offering with the types of consumers who use its products.
The technological environment that a company operates in represents all the discoveries made via science, inventions and innovation that impacts the firm's marketing strategy. Which one of the following statements is false regarding the impact of technology on the firm's marketing endeavors?
Since it is equally accessible by all competitors, it offers limited competitive advantages
There are many roles played in the planning process for a typical company. Depending on the organizational level, the planning focus and the effort devoted will be different. Which of the following statements is true about planning within an organization?
Supervisors are tasked with developing specific programs and tactics for achieving the goals of their responsibility areas.
Market segmentation is a tool for marketers to use, but its effectiveness depends on four basic requirements. Three of the requirements for effective market segmentation are as follows: (1) the segment must have measurable purchasing power and size; (2) marketers must be able to promote and serve the market; (3) the identified segment must be large enough to bring in a profit. Select the fourth requirement for effective market segmentation from the choices below.
The identified segments must match the company's marketing capabilities.
A junior member of your marketing department has recommended demographic segmentation for your fast food brand. In a memo, he wrote: "We should be marketing to females who are Hispanic, low-income, unmarried, and have four or more children." You express at least one strong concern about this recommendation. What concern(s) do you express?
The recommendation could lead to stereotyping and market alienation.
Emeril works for a local sports bar known for its chicken wings and nachos. For the last five years, the company has continued to grow, and according to a recent trend analysis, sales have risen by increments of about $530,000 annually since the restaurant opened its doors. Surprisingly, however, the restaurant has seen a decline in patronage over the last quarter, and Emeril has been tasked with identifying the root cause of this sudden decline in sales. Emeril has never conducted exploratory research, so you have decided to help him. One of the first lessons you share with him is to be careful about confusing the symptoms of a problem with the problem itself. After you conduct a series of interviews with waitstaff, customers, distributors, and other stakeholders, you help Emeril come up with possible explanations for the decline in sales. Which of the following is a possible cause of the problem at the restaurant?
The restaurant's marketing team recently released a new billboard that many customers find offensive.
Your marketing team is conducting research to improve your understanding of sampling techniques. You are particularly interested in working with the so-called Millennial Generation and have accumulated the following key data points about the group: They regard themselves as special and need individual attention, which they received throughout their childhood. There are 70 million individuals in this cohort. The total buying power of the group is $100 billion a year. They prefer team-oriented activities, having often taken part in team sports as children. They show conventional preferences for schedules and structure. People in the group range from 20 to 35 years old. They are achievement-oriented, particularly in regard to education, but may also respond negatively to failure. Before you select a sample from the population of Millenials, you want to ensure that you understand the characteristics of this group. Based on the data points listed, what can you conclude about this group?
This group likely has a higher average level of education than the general population.
Your company is the market leader in your industry. You consistently beat your competition by developing and distributing your goods and services more quickly than they are able to do. Which of the following best describes what you are doing to beat your competition?
Time-based competition
As a consultant, you help firms challenged by marketing myopia. One of your clients is a bakery that specializes in low fat cakes sweetened with organic fruit juice. To most effectively broaden their perspective, which of the following business ideas do you advise them to adopt?
We make a healthy lifestyle taste better.
In marketing your baby food, you want to understand the most common evaluative criteria used by your customers during the relevant stage of the consumer decision process: evaluation of alternatives. Based on research, these criteria are likely to include all of the following except:
Where and from whom to buy your baby food
Market segmentation has interested you ever since your first marketing course, and you want to work for the type of organization that uses this technique. This means you should avoid pursuing a job with:
You could pursue a job with any of the above, since all would use market segmentation.
Jose is an avid runner and is training for his first marathon. He has several different brands of running shoes but his favorites are Asics because they are lightweight and also support his feet. He's going to purchase another pair for his training and decides that from now on, he will only purchase the Asics brand. Which level of brand loyalty is best described by this example?
brand insistence
Kennedy enjoys shopping at Costco and likes to purchase the Kirkland brand of strawberry preserves. However, on a recent shopping trip, the store did not have the Kirkland brand but a new organic brand, Clover Patch. Kennedy decided to purchase the new brand and give it a try. Which term best describes Kennedy's level of brand loyalty for the Kirkland brand of strawberry preserves?
brand preference
Cecile is an avid cook and enjoys spending time in the kitchen as well as watching shows on the Food Network. She recently remodeled her kitchen and purchased new appliances. Since she enjoys cooking so much, Cecile purchased a commercial range from a local restaurant supply store and it features double ovens and 12 burners. Her contractor had to make some modifications to enhance the safety of this stove for use in her home but no other changes were needed. What type of product is the stove in the context of this example?
consumer
Bobby Flay is a popular celebrity chef who is famous for his use of the grill to create his signature dishes. Recently, Bobby Flay debuted a line of grilling accessories and believes these products will be successful because he has a loyal following among men aged 30 to 60. What type of segmentation is utilized for this new line of grilling accessories?
demographic
The Bates Lighting Company has two divisions, business and consumer products. Because of poor profits, it may downsize the consumer division. This could mean loss of jobs for people involved with the marketing of:
desk lamps for offices or college dorms flashlights for buildings that lose power
The company, Eco Nuts was featured on Shark Tank and has become one of the show's success stories due to the growing acceptance of their product as an alternative to traditional laundry detergent. The company typically targets women, aged 40 to 65 who have total annual household income above $60,000 and are concerned about sustainability. What step in the market segmentation process has Eco Nuts utilized with this description?
develop a relevant profile for each segment
Bose has developed a new high fidelity line of speakers and is attempting to determine the amount of sales that could be generated by target customers in various segments in order to determine whether or not they should proceed with introduction of the new speakers. Which step of the marketing segmentation process best describes this activity?
forecast market potential
Gennaro Research is a ______ research supplier and recently completed research for Norwalk Chemical. Gennaro Research was considered the "marketing research arm" of Norwalk Chemical and performed all of the steps in the marketing research process.
full-service
Bridgestone Tire uses _______ indicators as part of its quality program by tracking on-time delivery in addition to customer satisfaction since these measures are critical to their success.
key performance
The United States population is increasingly diverse and more companies are recognizing the opportunity to target the Hispanic population since they are expected to become the dominant ethnic group in the near future. Which requirement of segmentation does the growing number of Hispanic customers fulfill?
large market segment offering good profit potential
When a bride purchases a wedding dress, her problem-solving process is likely to differ from the process she used when buying dresses to wear to work. Once in the wedding dress market, most brides will shift from ____ problem solving to ____ problem solving.
limited, extended
As Markel drives buy a local restaurant, he realizes that he hasn't eaten all day and is famished. He stops at the restaurant, and without referring to the menu, orders a burger because that's what he typically buys at this particular restaurant. This scenario suggests that:
low-involvement decisions may sometimes enable consumers to skip steps in the consumer decision making process.
A(n) _____ takes a marketing information system a step further and allows managers to explore and connect such varying information as the state of the market, consumer behavior, sales forecasts, competitors' actions, and environmental changes.
marketing decision support system
Marketers adopt different strategies in order to promote their products in the market. But what is a market? Select the best definition of market from the choices below.
people and organizations with purchasing power, authority, and willingness to buy goods and services
Cadillac has strategically sought to become known as a prestige brand among 30 to 50 year olds and routinely uses television advertising to showcase the high quality and luxury attributes of the new models. It seeks to use _______ to separate the brand from other US brands and be perceived more similarly to European models such as Audi and BMW.
positioning
Which of the following is utilized to help managers position products by graphically illustrating consumers' perceptions of competing products within an industry?
positioning map
Which of the following is a common complaint among consumers regarding the widespread use of universal product codes (UPC) in retail stores?
prices are not displayed on product packaging
You are working with the data scientist from your sales department to develop a regression model for forecasting your company's sales based on changes in the U.S. economy.
quantitative data about your company's historical sales and U.S. economic performance statistics
Your boss often talks about the importance of marketing to subcultures, but he includes only Hispanic Americans, African Americans, and Asian Americans. You know that a subculture can be defined by characteristics other than nationality or ethnicity. In a memo, you identify some of these characteristics, including:
religion age geographic distribution rural vs. urban location
Sydney is a marketing researcher for an advertising agency and is gathering _______ data from the Census Bureau to determine the characteristics of people living in a 3-county area within the state of Texas.
secondary
Which of the following is NOT part of the definition of marketing?
seek to solely satisfy the needs of the organization by earning a profit
Caterpillar and First Solar, Inc. launched a ______ where First Solar will design and manufacture a pre-engineered turnkey package for use in remote microgrid applications, such as small communities and mine sites. The package will feature Cat-branded solar panels manufactured by First Solar and will include a balance of system components. The products will be sold exclusively through Caterpillar's extensive worldwide dealer network.
strategic alliance
As a marketer tasked with developing the packaging of the food products your company makes, you are concerned with all of the following except:
utensils used to eat the product
A market in which there are more buyers for few goods and services is known as _______
A sellers market
Supervisors
Develop specific programs to meet goals in theor areas of responsability
Web Services
Internet-based systems that allow parties to communicate and exchange data regardless of the computer operating system they use.
Strategic Alliance
Is a partnership formed between two organizations to create a competitive advantage
Ethics
Moral standards of behavior expected by society.
function of social media marketing
to track, measure, and evaluate a firm's social media marketing initiatives
Time-based competition
the strategy of developing and distributing goods and services more quickly than competitors
B2C E-marketing
uses the internet to connect companies directly with consumers either through shopping sites or informational sites ( benifits- competitive prices, personalized services)
Vishing
voice messages or email telling the user to make a phone call designed to elicit credit card information
3 factors have forced marketers to embrace a global marketplace
1. International agreements are negotiated to expand among nations 2. The growth of the technology is bringing previously isolated countries into the marketplace. 4.The interdependence of the world's economies is now a reality.
4 quadrants in the BCG matrix
1. Stars- high market shares and high market growth 2.Cash- High market shares and low market growth 3. Question marks- Low market shares and high market growth 4.Dogs- Low market shares and low market growth
Marketing Strategy ( 2 components)
1. The target market 2. the marketing mix variables
3 types of info do marketers need
1.demographics 2.what the group needs or wants 3. which of the firm's products and social media will meet those needs
5 areas that ethics can be a problem
1.marketing research 2.product strategy 3.distribution 4.promotion 5.pricing
4 strategic elements of the marketing mix
1.product 2.distribution 3.promotion 4.pricing
4 stages of business cycle
1.prosperity 2.recession 3.depression 4.recovery
3 positive steps taken by companies when a scoail media mistake has been made
1.the y acknowledge the problem and take responsibility for it 2.communicate with the right people via relevant channels, and implement agreed-upon changes
Five Major categories of non traditional marketing
1.time 2.place 3.event 4.cause 5.organization
Marketing Concept
A company wide consumer orientation to bring out new ideas that can be implemented by the company
E-procurement
web-based system that enable all types of organizations to improve the effiency of their bidding and purchsing processes.
Social Networking Sites
websites that provide virtual communities for people to share daily activities, post opinions on various topics and increase their friend circle
