c 1

A portion of a larger market whose needs differ somewhat from the larger market is referred to as a(n) _____. A. market segment B. niche C. subgroup D. ancillary market E. secondary market

a

Auxiliary or peripheral activities that are performed to enhance the primary product or primary service are referred to as _____. A. service B. supplemental product C. intangible benefits D. secondary product E. ancillary attributes

a

Marketing strategy is formulated in terms of the marketing mix; that is, it involves determining the product, features, price, communications, distribution, and services that will provide customers with superior value. This entire set of characteristics is often referred to as the _____. A. total product B. customer value C. offering D. value proposition E. total value

a

Thomas wants to gain a usable understanding of consumer behavior in order to help him become a more effective marketing manager. Which application of consumer behavior does this represent? A. marketing strategy B. regulatory policy C. social marketing D. informed consumers E. resource management

a

To be successful, a product must _____. A. meet the needs of the target market better than the competition does B. be lower priced than competitors' products C. be of higher quality than competitors' products D. be advertised more than competitors' products E. have greater distribution than the competition does

a

What is the first step in the consumer decision process? A. problem recognition B. budget setting C. information search D. outlet selection E. alternative evaluation and selection

a

Which of the following is NOT a step in market segmentation? A. set budget B. identify product-related need sets C. group customers with similar need sets D. describe each group E. select an attractive segment(s) to serve

a

Which of the following is NOT evaluated when analyzing a company's own ability to meet customer needs? A. competitors B. financial strengths C. general managerial skills D. production capabilities E. reputation

a

_____ is the application of marketing strategies and tactics to alter or create behaviors that have a positive effect on the targeted individuals or society as a whole. A. Social marketing B. Consumer behavior C. Regulation D. Proactive marketing E. Ethical marketing

a

A product's position refers to _____. A. its shelf location in retail stores B. an image of the product in the consumer's mind relative to competing products C. its price relative to other products in the firm's product line D. its price relative to competitors' products E. its stage in the product development process

b

As part of developing your company's marketing strategy, you are tasked with analyzing the new- product capabilities, channel strength, advertising abilities, service capabilities, marketing research abilities, and market and consumer knowledge. Which aspect of your company's capabilities are you assessing? A. financial strength B. marketing skills C. general managerial skills D. production capabilities E. reputation

b

Carlos is attempting to segment the market for his company's products. Where should he begin? A. set objectives B. identify product-related need sets C. group customers with similar need sets D. describe each group E. select an attractive segment(s) to serve

b

The product, price, communications, distribution, and services provided to the target market is referred to as the _____. A. need set B. marketing mix C. marketing set D. decision set E. value proposition

b

The segment(s) within the larger market on which an organization will focus its marketing effort is referred to as the _____. A. need set B. target market C. customer set D. strategic market E. primary market

b

What is the LAST step in market segmentation? A. describe each group B. select an attractive segment(s) to serve C. identify product-related need sets D. group customers with similar need sets E. decide the segmenting scheme

b

Which of the following is NOT an application of consumer behavior? A. marketing strategy B. human resource management C. regulatory policy D. informed consumers E. social marketing

b

It is critical that a firm consider value from which perspective? A. the competition's B. the firm's C. the customer's D. the government's E. the industry's

c

Most economically developed societies are legitimately referred to as _____ societies. A. marketing B. proactive C. consumption D. competitive E. enhanced

c

To survive in a competitive environment, an organization must provide its target customers more _____ than is provided to them by its competition. A. product B. service C. value D. feedback E. attention

c

What is the first step in market segmentation? A. describe each group B. group customers with similar needs sets C. identify product-related need sets D. select an attractive segment to serve E. set objectives for segmenting

c

Which element of the marketing mix is concerned with having the product available where target customers can buy it? A. product B. price C. distribution D. communications E. placement

c

Which of the following is a component of a market analysis? A. market segmentation B. objectives C. conditions D. price E. all of the above

c

Which of the following is a societal outcome of marketing strategy and consumer behavior? A. sales B. need satisfaction C. social welfare D. customer satisfaction E. product position

c

Which of the following is an internal influence on consumer behavior? A. culture B. family C. attitudes D. marketing activities E. reference groups

c

Barry is looking for a car that is dependable yet stylish enough to let others know that he has achieved a respectable status in his life and career. He also wants it to be a high-performance automobile. Dependability, status, and performance represent Barry's _____. A. self-image B. need set C. alter ego D. unarticulated needs E. lifestyle

d

How can an organization provide superior customer value to customers? A. by conducting market research B. by offering its products at the lowest price C. by offering extended warranty coverage on products D. by doing a better job of anticipating and reacting to customer needs than the competition does E. by offering more variations of a product

d

One primary function of Harriet's job is to study individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of her company's products and services to satisfy needs and the impacts that these processes have on the consumer and society. Harriet works in the field of _____. A. social psychology B. cognitive psychology C. management D. consumer behavior E. organizational behavior

d

The difference between all the benefits derived from a total product and all the costs of acquiring those benefits is known as _____. A. price B. position C. consumer behavior D. customer value E. equity

d

Timothy and his wife are considering the purchase of a new car. In addition to the price, they are also considering the cost of insurance, gasoline, maintenance, finance charges, and license fees. All of these factors combined represent the _____. A. value B. price C. opportunity cost D. consumer cost E. value proposition

d

Tracking consumers' online activity and delivering specific banner ads based on that activity is known as _____. A. clickstream B. blogging C. spam D. behavioral targeting E. electronic targeting

d

Which of the following is NOT true regarding consumer behavior? A. Organizations are applying theories and information about consumer behavior on a daily basis. B. It is often necessary to conduct research. C. Consumer behavior is a complex, multidimensional process. D. The overall model of consumer behavior presented in the text is accurate in predicting consumer behavior. E.Marketing practices designed to influence consumer behavior involve ethical issues that affect the firm, the individual, and society.

d

Which term reflects the fact that most products in developed economies satisfy more than one need? A. multiplicity B. duplicity C. need array D. need set E. value proposition

d

A shopper who cares about brand-name merchandise and convenience is known as a ________ shopper. A. destination B. brand C. basic D. enthusiast E. serious

e

An image of the product or brand in the consumer's mind relative to competing products and brands is referred to as the product's _____. A. equity B. extension C. message D. placement E. position

e

Disney World in Orlando, FL, has several theme parks, resorts, restaurants, and stores. Each is intentionally created to offer a memorable event for visitors. For example, the Wilderness Lodge is a large resort hotel on the grounds, and everything within it is made to look like log cabins and pioneer days. Even the casual restaurant has the wait staff dressed in pioneer costumes, and they put on funny little skits when they are waiting on customers. Which of the following best describes what Disney is selling? A. a product B. a service C. a bundled product D. a bundled service E. an experience

e

Marketing strategy begins with _____. A. market segmentation B. targeting C. conducting an outcomes assessment D. objective setting E. conducting a market analysis

e

Mia is concerned how her marketing activities will affect individual consumers as well as society at large. Mia is implementing _____. A. conscientious marketing B. regulated marketing C. ethical marketing D. proactive marketing E. social marketing

e

Smaller women like to purchase fashionable clothes just as much as any women. However, most clothes are not proportioned for their smaller size and do not fit well. As a result, several manufacturers offer "petite" sizes of clothing for this group of consumers. Women who comprise this group have needs that differ somewhat from the total market and represent a _____. A. demographic segment B. lifestyle segment C. market potential D. submarket E. market segment

e

Teresa is trying to understand her customers better. She is examining the external influences that shape her customers' self-concepts and lifestyles. Which of the following is a possible external influence Teresa could examine? A. motives B. personality C. perception D. attitudes E. culture

e

Which of the following is NOT a critical question for developing marketing communications? A. Who do we want to communicate with? B. What effect do we want to have? C. What message will achieve the desired result? D. What media should we use? E. All of the above are critical questions.

e

Which of the following is a key aspect regarding consumer behavior? A. Organizations are applying theories and information about consumer behavior on a daily basis. B. It is often necessary to conduct research. C. Consumer behavior is a complex, multidimensional process. D.Marketing practices designed to influence consumer behavior involve ethical issues that affect the firm, the individual, and society. E. All of the above are key aspects.

e

Which of the following is included in marketing communications? A. advertising B. sales force C. public relations D. packaging E. all of the above

e

Which of the following is part of the marketing mix? A. product B. price C. communications D. distribution E. all of the above

e

Which of the following is used by firms to influence consumers? A. ads B. packages C. store environments D. sales pitches E. all of the above

e

Which of the following is used to describe a group of consumers with similar needs sets? A. demographics B. lifestyles C. media usage D. A and B E. A, B, and C

e

_____ include(s) advertising, the sales force, public relations, packaging, and any other signal that the firm provides about itself and its products. A. Value promotions B. Brand equity C. Distribution D. Market segmentation E. Marketing communications

e