Ch. 3-7, 10

You are thinking about buying a tablet to help with your classes and for entertainment purposes. When you search your memory for information about products that might address these needs, you are engaging in which aspect of the consumer buying decision process? a. Evaluative criteria b. Internal information search c. External information search d. Cognitive dissonance e. Consideration set

b. Internal information search

Lobbying involves which type of force in the marketing environment? Please choose the best answer. a. Political b. Legal and regulatory c. Competitive d. Sociocultural e. Economic

political

_______________ is the maximum percentage share of a market that an individual firm within an industry can expect to capture for a specific product. Company sales potential Regression analysis Marketing potential Cycle analysis

Company sales potential

___________ on the internet involves a push-pull dynamic: The firm that provides a product will push to get that product in front of the consumer, while at the same time connectivity aids those channel members that desire to find each other. Products Distribution Promotion Pricing

Distribution

__________ refers to the strategic process of distributing, promoting, and pricing products, and discovering the desires of customers using digital media and digital marketing. Digital marketing Digital media E-marketing E-tailing

E-marketing

Due to concerns about dishonest advertising, the ______ requires social media influencers to clearly disclose any connection they have with brands they promote. National Advertising Review Board (NARB) Federal Trade Commission (FTC) National Advertising Division (NAD) Digital Advertising Alliance (DAA)

FTC

Which agency has the most influence over marketing activities? a. Environmental Protection Agency (EPA) b. Federal Trade Commission (FTC) c. Federal Communications Commission (FCC) d. Bureau of Consumer Financial Protection e. Food and Drug Administration (FDA)

FTC

Which of the following regulatory agencies has the greatest influence over marketing activities? a. Food & Drug Administration b. Consumer Product Safety Commission c. Better Business Bureau d. Federal Trade Commission e. National Advertising Review Board

Federal Trade Commission

Which of the following statements is true about how our U.S. demographics are changing? a. Married couples are on the rise. b. The population has sunk to a low point. c. The U.S. is undergoing another baby boom. d. Fertility rates are at their lowest. e. Immigration has begun to stall.

Fertility rates are at their lowest.

The term ______ refers to an ethnic category rather than a racial distinction. Native American African-American Hispanic Asian American

Hispanic

What is the significance of the 2010 Supreme Court Decision Citizens United v. Federal Election Commission? a. It ruled that politicians must cap the donations they receive from companies. b. It ruled that the government is not authorized to ban corporate spending in candidate elections. c. It ruled that citizens have the right to sue firms for donating large sums to candidates. d. It ruled that individuals are authorized to donate as much money as they like to candidate elections. e. It ruled that the government has the authority to place limits on corporate spending in candidate elections.

It ruled that the government is not authorized to ban corporate spending in candidate elections.

Which of the following is most closely related to the political forces of the marketing environment? a. Technological forces b. Sociocultural forces c. Legal and regulatory forces d. Economic forces e. Competitive forces

Legal and regulatory forces

_______ considers cases in which an advertiser challenges issues raised by the National Advertising Division (NAD) about an advertisement. a. Consumer Product Safety Commission (CPSC) b. National Advertising Review Board (NARB) c. Bureau of Consumer Financial Protection d. Better Business Bureau (BBB) e. Federal Trade Commission (FTC)

NARB

Which of the following is a consumer protection law? a. Celler-Kefauver Act b. Nutritional Labeling and Education Act c. Lanham Act d. Digital Millennium Copyright Act e. Sherman Antitrust Act

Nutritional Labeling and Education Act

Which of the following is often a better predictor of unethical activities than are personal values? a. The CEO b. Organizational pressure c. Individual factors d. Opportunity e. Organizational relationships

Opportunity

Which of the following promises consumers fair treatment when they complain to marketers about products? a. The right to choose b. The right to be informed c. The right to safety d. The right to be heard e. The right to lower prices

The right to be heard

Which of the following creates the greatest privacy issues? a. Big data b. Primary data c. Single-source data d. Secondary data e. Database

a. Big data

Which of the following products would a consumer most likely use limited decision making in a purchase situation? a. Living room curtains b. An RV c. Hershey candy bar d. Cigarettes e. Legal services

a. Living room curtains

Which of the following is used most often when the individuals in the sample are spread over a wide area and funds for the survey are limited? a. Mail survey b. Telephone survey c. Personal interview survey d. Shopping mall intercept interview e. On-site computer interview

a. Mail survey

Which of the following statements about sales estimates is correct? a. Market potential places absolute limits on company sales potential. b. Industry-wide marketing activities directly impact the company's sales potential. c. Competitive efforts have little influence over company sales potential. d. Market potential is the maximum percentage share of a market that an individual firm within an industry can expect to capture for a specific product. e. In the buildup approach, the marketing manager first develops a general economic forecast for a specific time period.

a. Market potential places absolute limits on company sales potential.

_______ uses tools and data to measure and interpret the effectiveness of a firm's marketing activities. a. Marketing analytics b. Marketing decision support systems c. Marketing information systems d. Big data e. Single-source data

a. Marketing analytics

The internet is viewed as a _______ medium because users determine which material they are going to view. a. Pull b. Push c. Close d. Passive e. Open

a. Pull

What is the latest stage during which a buyer can terminate the buying decision process? a. Purchase b. Problem recognition c. Information search d. Postpurchase evaluation e. Evaluation of alternatives

a. Purchase

Shawn went to a restaurant where the beer was mediocre and the place was run-down. The restaurant was out of many of its more popular menu items. Yet Shawn remembered the restaurant fondly because he had dinner with the girl he would end up dating steadily. They really hit it off that night. A few months later he decides to return to the restaurant, only to find that he was disappointed in the food and service. He thinks it's strange because he had such a good experience last time. What situational factor likely influenced Shawn's first experience? a. Social surroundings b. Buyer mood or condition c. Time considerations d. Physical surroundings e. Reason for purchase

a. Social surroundings

Why must online marketers use differentiation to distinguish their products from competitors—even more so than they might have to do with more traditional marketing channels? a. The consumer now has unprecedented access to online pricing information, so differentiation is necessary to remain competitive. b. Online distribution channels end up costing the customer more, requiring companies to differentiate their products to show their value. c. Products must be differentiated in order to ensure that they differ from the types of products sold in retail stores. d. Online promotion has become so common that marketers must use unique characteristics of the products to grab users' attention. e. Nonprice competition has become much more important in attracting consumers than price competition.

a. The consumer now has unprecedented access to online pricing information, so differentiation is necessary to remain competitive.

Which of the following is true about codes of ethics? a. They should be updated periodically. b. They should be generic enough to apply to different industries. c. They should always be written by the CEO. d. They should take into account every ethical situation. e. They are not as important as codes of conduct.

a. They should be updated periodically.

If segmentation analysis shows that customer needs are essentially homogenous, what action may be most appropriate? a. Undifferentiated approach b. Concentrated approach c. Demographic approach d. Segregated approach e. Differentiated approach

a. Undifferentiated approach

Jamie works as a salesperson at a car dealership. He takes his sales very seriously. After selling a car to a customer, he waits two weeks and then calls the customer to see how they like their new car. He tries to reinforce the fact that they made a smart investment and that the dealership is there for any problems they might have. Jamie is attempting to reduce _______. a. cognitive dissonance b. selective exposure c. evaluative criteria d. negative self-concepts e. selective distortion

a. cognitive dissonance

When marketers use age, gender, race, ethnicity, income, education, occupation, family size, family life cycle, religion, and/or social class to segment consumer markets, they are using _______. a. demographic variables b. customer size c. psychographic variables d. geographic variables e. behavioristic variables

a. demographic variables

According to your text, a well-implemented _______ and a strong _______ result in the greatest decrease in ethical risks for an organization. a. ethics program; corporate culture b. regulatory system; corporate culture c. ethics program; regulatory system d. ethics program; opportunity e. corporate culture; opportunity

a. ethics program; corporate culture

Kraft Foods brings together multiple people to discuss a certain topic in a group setting led by a moderator for initial testing of different marketing strategies for new and existing products. This is best described as _______. a. focus groups b. experimental research c. conclusive research d. descriptive research e. customer advisory boards

a. focus groups

When buyers purchase products occasionally or from unfamiliar brands within a product category, they are most likely to use _______. a. limited decision making b. impulse buying c. routinized response behavior d. enduring involvement e. extended decision making

a. limited decision making

Cecilia is watching people in a store to see how long customers tend to linger in front of certain items of interest. Cecilia is engaging in _______ to collect _______ data. a. observation; primary b. focus groups; primary c. analysis; primary d. observation; secondary e. analysis; secondary

a. observation; primary

One of the most important benefits of e-marketing is the ability of marketers and customers to _______. a. share information b. save money c. reduce costs d. use social media e. use apps

a. share information

John's lawnmower stopped working midway through mowing his front yard. His interest in researching replacement lawnmower brands is most likely to be _______. a. situational involvement b. routinized response behavior c. extended decision making d. low involvement e. enduring involvement

a. situational involvement

Jacob performed an experiment over and over again in his quest to understand buyer behavior. He always got similar results. Jacob went to his manager with his results and told her that this knowledge could help them improve the company's marketing strategy. However, the manager pointed out that Jacob's results do not prove an association between his outcomes and buyer behavior. In fact, the manager can think of a number of factors proven to be more effective in influencing buyer behavior. In this case, Jacob's results lacked _______. a. validity b. integrity c. feasibility d. reliability e. importance

a. validity

If other organizational members approve of the activity and it is legal and customary within the industry, chances are that the activity is _______ from both an ethical and a social responsibility perspective. a. moral b. unacceptable c. inappropriate d. improper e. acceptable

acceptable

ACME Corp. is developing a software program that can run on mobile devices so that customers can interact with the firm, view product information, and see the status of an order. This is best described as a(n) _______. a. podcast b. app c. widget d. website e. social media

app

Which of the following consists of three major components: cognitive, affective, and behavioral? a. Motive b. Personality c. Learning d. Attitude e. Lifestyles

attitude

Which of the following has the main purpose of better understanding a problem or situation and/or helping to identify additional data needs or decision alternatives? a. Focus groups b. Exploratory research c. Conclusive research d. Experimental research e. Descriptive research

b. Exploratory research

Which of the following is the first step of the target market selection process? a. Select specific target markets b. Identify the appropriate targeting strategy c. Evaluate relevant market segments d. Determine which segmentation variables to use e. Develop market segment profiles

b. Identify the appropriate targeting strategy

Jose works in accounting. He was told by his supervisor that it was necessary to change some of the accounting to make company performance look better. Jose objected, so the CEO got involved and told Jose that it was necessary to keep the firm afloat. If the firm went under, then many people would lose their jobs. Jose also faced pressure from colleagues. In the end, Jose decided not to do what he was told and quit his job. Which factor most likely impacted his ethical decision the most? a. Opportunity b. Individual values c. Organizational pressure d. Organizational ethics e. Intensity of the ethical issue

b. Individual values

Frito-Lay developed a bag for its chips that was biodegradable. While praised by environmentalists, soon it received many complaints that the bags were too loud when they crinkled. Frito-Lay ended up abandoning the packaging. What does this situation demonstrate about socially responsible behavior? a. It cannot be socially responsible if it inconveniences consumers. b. It can be difficult to balance all of society's demands. c. Social responsibility requires a lot more investment. d. Socially responsible programs usually do not work. e. Sustainability should be performed separately from social responsibility.

b. It can be difficult to balance all of society's demands.

Consumers are most likely to remain anonymous through which survey method? a. Telephone surveys b. Mail surveys c. Personal-interview surveys d. Email surveys e. Mall-intercept surveys

b. Mail surveys

Which of the following is one of the three factors that influence the ethical decision-making process? a. Social responsibility b. Organizational culture c. Philanthropy d. Ethical issue intensity e. Codes of ethics

b. Organizational culture

What is probably the best way for consumers to combat fraudulent activities? a. Use different passwords for each different site b. Refrain from giving out personal information unless the site is legitimate c. Stop purchasing items over the internet d. Hire a fraud-detecting organization to look for fraudulent transactions e. Register with the Federal Trade Commission (FTC)

b. Refrain from giving out personal information unless the site is legitimate

when an ethical issue arises in the supply chain, which of the following is most likely to be held accountable for misconduct? a. The channel member making the product b. The channel member managing the product c. The channel member wholesaling the product d. The channel member selling the product e. The channel member shipping the product

b. The channel member managing the product

What is the greatest determinant of ethical conduct in the organization? a. The comprehensiveness of the code of conduct b. The company's ethical culture c. The "bad apples" in the firm d. Employees' individual ethical values e. The firm's legal responsibilities

b. The company's ethical culture

Which of the following is NOT a way that consumers rationalize pirating software, video games, and movies online? a. They feel they just do not have the money to pay for what they want. b. They worry about getting arrested. c. They are influenced by friends and family who engage in piracy and swap digital content. d. They think they are smarter than others. e. They are excited by the thrill of getting away with it and the slim risk of consequences.

b. They worry about getting arrested.

Which of the following sales forecast methods uses historical sales data to discover a pattern in sales over time? a. Executive judgment b. Time series analysis c. Surveys d. Regression analysis e. Market tests

b. Time series analysis

ACME Corp. divides its markets into segments based on the part of the U.S. in which the business customer operates. This illustrates segmentation based on _______. a. product use b. geographic location c. type of organization d. customer size e. demographics

b. geographic location

Marketing research is the systematic design, collection, _______, and reporting of information to help marketers solve specific marketing problems or take advantage of marketing opportunities. a. testing b. interpretation c. development d. review e. construction

b. interpretation

Geodemographic segmentation allows marketers to engage in micromarketing, which _______. a. aggregate population characteristics such as the distribution of age and gender, fertility rates, migration patterns, and mortality rates b. involves focusing precise marketing efforts on very small geographic markets, such as community and even individual neighborhoods c. divides a market according to benefits that consumers want from the product d. refers to the number of potential customers within a unit of land area, such as a square mile e. groups individuals according to how they spend their time, the importance of things in their surroundings (homes or jobs, for example), beliefs about themselves and broad issues, and some demographic characteristics, such as income and education

b. involves focusing precise marketing efforts on very small geographic markets, such as community and even individual neighborhoods

ACME Corp. managers are engaged in the process of systematically designing, collecting, interpreting, and reporting of information to help solve specific marketing problems or take advantage of marketing opportunities. This approach is best described as _______. a. descriptive research b. marketing research c. focus groups d. exploratory research e. experimental research

b. marketing research

In the absence of ethics and compliance programs, employees will generally make decisions based primarily on their _______. a. observations of how society behaves b. observations of how coworkers and superiors behave c. personal values d. assessment of the law e. financial situation

b. observations of how coworkers and superiors behave

The "bricks-and-clicks" model involves maintaining _______. a. physical stores only b. physical stores and an online shopping site c. online shopping sites only d. apps and blogs e. social network pages and blogs

b. physical stores and an online shopping site

Teenagers are not part of the market for alcohol because they do not have _______. a. the willingness to buy alcohol b. the authority to buy alcohol c. the ability to buy alcohol d. the ability to resell them e. the desire to buy alcohol

b. the authority to buy alcohol

A lawsuit was filed against Naked Juice because of its claims that it is "natural." The lawsuit claimed that because it contained synthetic ingredients, it did not fit the definition of "natural" and was therefore misleading. Naked Juice agreed to drop the "natural" claim. According to critics, Naked Juice was violating consumers' right to _______. a. choose b. be informed c. redress d. be heard e. safety

be informed

Which of the following allows marketers to sift through large amounts of information to gather unique insights that would not necessarily have been observable through other methods? a. Marketing decision support systems b. Single-source data c. Marketing information systems d. Databases e. Big data

big data

Which of the following types of competition are geared toward market products with similar features and benefits to the same customers at similar prices? a. Total budget competitors b. Generic competitors c. Monopolistic competitors d. Product competitors e. Brand competitors

brand competitors

People are sometimes more willing to buy if they have the _______. a. business cycle b. wealth c. buying power d. discretionary income e. disposable income

buying power

If you purchase an iPad for taking notes in school and to watch videos, you are part of which of the following? a. Organizational market b. B2B market c. B2C market d. Industrial market e. Business market

c. B2C market

Which marketing research process step requires formulating a hypothesis and determining what type of research is most appropriate for testing it? a. Collecting data b. Reporting research findings c. Designing the research project d. Locating and defining issues or problems

c. Designing the research project

At what stage of the target market selection process is the marketer first likely to unveil information that makes a segment less attractive than previously thought? a. Select specific target markets b. Evaluate relevant market segments c. Develop market segment profiles d. Determine which segmentation variables to use e. Identify the appropriate targeting strategy

c. Develop market segment profiles

Which of the following refers to the strategic process of distributing, promoting, and pricing products, and discovering the desires of customers using digital media and digital marketing? a. Mobile marketing b. Social networking c. Electronic marketing d. Digital retailing e. Digital marketing

c. Electronic marketing

In which of the following stages of the consumer buying decision process does a person use evaluative criteria to assess a consideration set? a. Information search b. Purchase c. Evaluation of alternatives d. Problem recognition e. Postpurchase evaluation

c. Evaluation of alternatives

Which of the following would be a cost-effective, fairly accurate way of coming up with a sales forecast if product demand is relatively stable and managers at the firm have a long tenure in the field? a. Market tests b. Regression analysis c. Executive judgment d. Customer forecasting survey e. Time series analysis

c. Executive judgment

How does social responsibility differ from ethics? a. It can be profitable for the firm. b. It deals with philanthropy rather than ethics. c. It deals with the total effect of marketing decisions on society. d. It relates to individual and group decisions. e. It can have a positive impact on society.

c. It deals with the total effect of marketing decisions on society.

Which of the following is NOT true about digital marketing as a new distribution channel? a. It reduces costs throughout the marketing channel. b. It reduces redundancies throughout the marketing channel. c. It increases inefficiencies throughout the marketing channel. d. It increases speed throughout the marketing channel. e. It reduces inefficiencies throughout the marketing channel.

c. It increases inefficiencies throughout the marketing channel.

Before creating a social media advertising campaign, Sarah embeds quantitative and qualitative metrics at the onset of her strategy that can allow almost real-time measurement and evaluation. What are these metrics called? a. Impact metrics b. Impressions c. Key Performance Indicators (KPIs) d. Click-through rate (CTR) e. Engagement metrics

c. Key Performance Indicators (KPIs)

The government has provided tax credits toward individuals who purchase electric vehicles. This is an attempt to do which of the following? a. Reduce the production of unsaleables b. Reinvent the concept of a product c. Make prices reflect the cost d. Make environmentalism profitable e. Eliminate the concept of waste

c. Make prices reflect the cost

Which of the following influences on the consumer buying decision process result from time, circumstances, and location? a. Social b. Psychological c. Situational d. Cultural e. Subcultural

c. Situational

Which of the following is a website (or app) where users can create a profile and interact with other users, post information, and engage in other forms of web-based communication? a. A wiki b. Mobile marketing c. Social network d. Media-sharing site e. Blog

c. Social network

Which of the following do codes of ethics NOT do? a. They let employees know both what is expected of them and what kind of punishment they face if they violate the rules. b. They specify formalized rules and standards that describe what the company expects of its employees. c. They take every situation into account. d. They promote ethical behavior by reducing opportunities for unethical behavior. e. They help marketers deal with ethical issues or dilemmas that develop in daily operations by prescribing or limiting specific activities.

c. They take every situation into account.

The real value in marketing research is measured by improvements in _______. a. the ability to eliminate focus groups b. market share c. a marketer's ability to make decisions d. a marketer's response to complaints e. profits

c. a marketer's ability to make decisions

Philip is out shopping for a motorcycle. He sees a motorcycle he really likes, but he seems to remember reading something about its gas mileage. He racks his brain trying to remember but is unable to recall the information. He therefore decides to come back another day. He goes home and researches the motorcycle on the internet. During his information search, Philip performed _______ and then _______. a. an information search; an internal search b. an external search; an internal search c. an internal search; an external search d. an internal search; another internal search e. an external search; another external search

c. an internal search; an external search

When a person fills in missing information in a way that conforms to a pattern or statement, this is known as _______. a. selective retention b. selective exposure c. closure d. selective distortion e. figure-ground

c. closure

The chief advantage of the _______ is that it allows the firm to specialize in satisfying the needs and characteristics of a specific customer group. a. undifferentiated targeting strategy b. homogeneous targeting strategy c. concentrated targeting strategy d. marketing targeting strategy e. differentiated targeting strategy

c. concentrated targeting strategy

Behavior that violates generally accepted norms of a particular society is best described as _______. a. cognitive dissonance b. consumer fraud c. consumer misbehavior d. routinized response behavior e. consumer buying behavior

c. consumer misbehavior

Two trends have elevated the importance of consumer-generated information: (1) The growing tendency of consumers to publish their own thoughts, opinions, reviews, and product discussions; and (2) _______. a. consumers' preference for less technology b. consumers' preference for smartphones and apps c. consumers' tendencies to trust other consumers over corporations d. consumers' tendencies to trust other corporations over consumers e. consumers' tendencies to trust the government over consumers and corporations

c. consumers' tendencies to trust other consumers over corporations

Libby is part of an online group of people who act as sounding boards for new ideas from one of her favorite companies. Libby does not interact much with the other people in her group, but she provides her own insights about proposed products. Libby is part of a(n) _______. a. online focus group b. online sample c. customer advisory board d. research design e. stratified sample

c. customer advisory board

Ethics relates to individual and group decisions whereas social responsibility _______. a. links products to a particular social cause on an ongoing or short-term basis b. considers the diverse perspectives of stakeholders in their daily operations and strategic planning c. deals with the total effect of marketing decisions on society d. is the synergistic use of organizational core competencies and resources to address key stakeholders' interests and achieve both organizational and social benefits e. deals with the total effect of marketing decisions on the environment

c. deals with the total effect of marketing decisions on society

Procter & Gamble is thinking about developing a new brand of shampoo. Before it invests too many resources, however, it wants to gather consumer insights to determine what consumers are looking for in shampoo and whether its idea will be likely to catch on. It has brought together a group of 12 consumers. A moderator is present to direct discussion, but P&G is most interested in the unique insights it could collect through group interaction. This is known as a _______, which is a part of _______ research. a. customer advisory board; exploratory b. focus group; conclusive c. focus group; exploratory d. focus group; descriptive e. customer advisory board; conclusive

c. focus group; exploratory

The real value of marketing research is measured by_______. a. increased profits b. stronger customer loyalty c. improved decision-making ability d. more streamlined operations e. lower costs

c. improved decision-making ability

The total amount of product that customers will purchase within a specified period at a specific level of industry-wide marketing activity is best described as _______. a. competitive assessment b. buildup approach c. market potential d. breakdown approach e. company sales potential

c. market potential

One of the most significant privacy issues relates to marketers' use of _______. a. customer loyalty programs b. stolen credit card numbers c. personal information d. intellectual property e. competitors' information

c. personal information

Marketers use market segment profiles to assess the degree to which their products fit potential customers' _______. a. geographic location b. type of business c. product needs d. psychographic profiles e. demographics

c. product needs

Proactive organizations often seek to influence the political forces of the environment through _______ and _______. a. social media; lobbying b. campaign contributions; bribes c. bribes; lobbying d. campaign contributions; social media e. campaign contributions; lobbying

campaign contributions; lobbying

Every year Walgreens sells red noses and other merchandise for Red Nose Day, which is a national fundraising campaign run by Comic Relief USA, a non-profit devoted to raising money and awareness to end child poverty. This event that Walgreens hosts each year is most likely which of the following? a. Stakeholder orientation b. Marketing ethics c. Cause-related marketing d. Strategic philanthropy e. Sustainability

cause related marketing

Chantel works at Coca-Cola. To make the required sales number, Chantel sent more Coca-Cola products to their distributors than what they asked for. She did this right before the accounting period. She knew that even if they sent back the extra product, it would be after the numbers were reported. This is an example of what type of distribution issue? a. Counterfeiting b. Greenwashing c. Channel stuffing d. Product recall e. Product availability

channel stuffing

Which of the following is a brand competitor for Dr Pepper? a. Honest Tea b. Almonds c. Starbucks coffee d. Tap water e. Coca-Cola

coca-cola

After designing the research project, the next step for the marketing researcher is to ___________ report research findings collect data interpret research findings identify the problem

collect data

Consumer behavior that violates generally accepted norms of a particular society is known as _____________ . consumer misbehavior consumer socialization consumer fraud consumer piracy

consumer misbehavior

Mothers Fighting Added Sugar is sending emails to companies, posting on Facebook and Instagram, lobbying government agencies, running a petition on Change.org, and boycotting companies whose activities they deem irresponsible. This best illustrates _______. a. consumer protectionism b. boosterism c. crusading d. lobbying e. consumerism

consumerism

________ involves organized efforts by individuals, groups, and organizations to protect consumers' rights. Sustainability Consumer analysis Consumerism Sociocultural scanning

consumerism

Which of the following food products would most likely use an undifferentiated marketing strategy? a. Pizza b. Coffee c. Corn d. Soy milk e. Hot sauce

corn

Which of the following is calculated during the fourth step of the target market selection process, evaluating relevant market segments? a. Micromarketing b. Cost estimates c. Market segmentation d. Regression analysis e. Target market selection

cost estimates

Soda companies are worried because sales have fallen flat. People today are more concerned about their sugar intake and want to be healthier. This reflects a change in _______. a. cultural values b. diversity characteristics c. demographics d. ethical values e. consumerism

cultural values

According to your text, what is typically the first sign of a problem that could prompt the marketing research process? a. Declining sales b. Declining market share c. Increasing employee turnover d. A departure from some normal function e. Increasing sales

d. A departure from some normal function

Olivia works at Ginger, a woman's clothing store. Ginger noticed that while the store was popular with women of all ages, it was selling few of its jeans to females over 45. While they bought tops, shorts, and dresses, rarely any sales from this group of females included jeans. In contrast, Ginger's jeans were highly popular among those under 45. Ginger would like to conduct research to see why this is so. What type of research will Ginger likely conduct? a. Exploratory research b. Experimental research c. Secondary research d. Descriptive research e. Focus group research

d. Descriptive research

How has the constant sophistication of technology impacted the product part of the marketing mix? a. It has led consumers to favor online-only products over physical products. b. It has created a situation where products lose their value quickly. c. It has led to lower costs in raw materials for developing products. d. It is requiring companies to continually upgrade their products. e. It has created a situation where customers buy most products without handling them.

d. It is requiring companies to continually upgrade their products.

Susan works for Procter & Gamble. She has been told that the company wants to test a new product idea on some of its consumers. The budget she is given is way more than she thinks she will need, so she does not feel that money will be an issue. Susan would like to get highly accurate data. She wants to encourage respondents to be as detailed as possible in their responses. Which survey method would work best for Susan? a. Mail surveys b. Crowdsourcing c. Online surveys d. Personal interview surveys e. Telephone surveys

d. Personal interview surveys

On Eaton's website, the firm segments its product offerings as aerospace, filtration, hybrid power, electrical, hydraulics, industrial clutches and brakes, plastic extrusion, and vehicle. What type of segmentation strategy has Eaton most likely adopted? a. Type of organization b. Lifestyle c. Benefit segmentation d. Product use e. Customer size

d. Product use

Shawn works at a retail store that sells a variety of items, including umbrellas. Shawn knows that people buy umbrellas more in the summer season because of the higher frequency of storms. He has identified a formula based on past umbrella sales during the summer season. Shawn believes he can use this formula to predict future sales forecasts with a high degree of accuracy. This is an example of what type of sales forecast? a. Executive judgment b. Surveys c. Time series analysis d. Regression analysis e. Market tests

d. Regression analysis

At what stage of the target market selection process is management likely to investigate whether the organization has sufficient financial resources, managerial skills, employee expertise, and facilities to compete effectively in selected segments? a. Develop market segment profiles b. Identify the appropriate targeting strategy c. Determine which segmentation variables to use d. Select specific target markets e. Evaluate relevant market segments

d. Select specific target markets

Suppose Amy is out shopping for children's clothes with one of her friends. When Amy mentions how much she admires Rochelle Davis, her friend replies that she heard Rochelle is being investigated for allegedly plagiarizing some of her books. Amy tells her friend she must be mistaken as Rochelle has too much integrity to do such a thing. She argues that other people are just jealous because their books are not as popular. This is an example of which of the following? a. Personality b. Motivation c. Learning d. Selective distortion e. Selective retention

d. Selective distortion

Which of the following is one of the biggest mistakes a marketer can make when engaging in digital marketing? a. Failing to engage in social networks b. Treating it like a disruptive innovation c. Using all social networks regardless of target markets d. Treating it like a traditional marketing channel e. Adopting an undifferentiated marketing strategy

d. Treating it like a traditional marketing channel

An internal energizing force that directs a person's activities toward satisfying needs or achieving goals is best described as _______. a. attitudes b. learning c. self-concept d. a motive e. perception

d. a motive

After locating and defining problems or issues, the next step in the marketing research process is to _______. a. report research findings b. interpret research findings c. collect data d. design the research project e. conduct surveys

d. design the research project

If a furniture maker targets the consumer and business markets for office desks with separate marketing mixes for each, it is using the _______. a. undifferentiated strategy b. homogeneous strategy c. heterogeneous strategy d. differentiated strategy e. concentrated strategy

d. differentiated strategy

ACME Corp. is using all digital media, including the internet and mobile and interactive channels, to develop communication and exchanges with customers. This is best described as _______. a. mobile marketing b. digital retailing c. social networking d. digital marketing e. electronic marketing

d. digital marketing

During the final stage of the consumer buying decision process, a person might experience cognitive dissonance, which is _______. a. objective characteristics (such as the size, speed, capacity) and subjective characteristics (such as style and color) that are important to him or her b. when a buyer becomes aware of a difference between a desired state and an actual condition c. additional information sought from outside sources d. doubts in the buyer's mind about whether purchasing the product was the right decision e. a group of brands that a buyer views as possible alternatives

d. doubts in the buyer's mind about whether purchasing the product was the right decision

Experts recommend a two-pronged approach to international marketing research: (1) a detailed search for and analysis of secondary data; and (2) _______. a. secondary research b. database mining to find and analyze big data c. telephone surveys to refine a firm's understanding of specific customer needs and preferences d. field research to refine a firm's understanding of specific customer needs and preferences e. focus groups to refine a firm's understanding of specific customer needs and preferences

d. field research to refine a firm's understanding of specific customer needs and preferences

Research into marketing ethics suggests that the _______ associated with an issue, the more likely it will be recognized as an ethics issue and the more important it will be in making an ethical decision. a. lesser the consequences b. greater the price c. greater the publicity d. greater the consequences e. greater the value

d. greater the consequences

ACME Corp. is striving to foster a set of ethical values, beliefs, goals, norms, and rituals that members of an organization share. This is best described as _______. a. social responsibility b. code of conduct c. opportunity d. organizational culture e. marketing citizenship

d. organizational culture

Because marketing managers are relying more on marketing research, marketing information systems, and new technologies to make better decisions, it is essential to establish _______ by which to judge the reliability of marketing research. a. single-source data b. global standards c. big data d. professional standards e. validity

d. professional standards

When marketing managers look for a relationship between past sales and one or more independent variables, such as population, per capita income, or gross domestic product, they are engaging in _______. a. executive judgment b. market tests c. forecasting surveys d. regression analysis e. time-series analysis

d. regression analysis

When you are using the internet to research a school project, and you ignore the banner ads on websites even though you see them flashing on the page, you are probably engaging in the process of _______. a. learning b. selective distortion c. self-concept d. selective exposure e. selective retention

d. selective exposure

Chipotle is conducting a research study that divided the population of interest into groups according to a common attribute, and then a random sample was chosen within each group. This best describes _______. a. random sampling b. quota sampling c. nonprobability sampling d. stratified sampling e. probability sampling

d. stratified sampling

A large proportion of customers in the total market must be homogeneous in order to effectively use a(n) _______. a. segmented strategy b. differentiated targeted strategy c. concentrated strategy d. undifferentiated strategy e. corporate strategy

d. undifferentiated strategy

Income that is available for spending and saving after an individual has purchased the basic necessities of food, clothing, and shelter is known as ________ disposable income wealth discretionary income credit

discretionary income

_______ is a ready source of buying power. a. Willingness to spend b. Income c. Disposable income d. Credit e. Discretionary income

disposable income

Whether fluctuating rapidly or slowly, environmental forces are always _______. a. static b. predictable c. weak d. dynamic e. controversial

dynamic

The _______ of technology involves the constant change that challenges every aspect of our society. a. self-sustaining nature b. reach c. scope d. dynamics e. breadth

dynamics

Many marketers collecting information turn to LexisNexis. LexisNexis contains articles on a variety of topics as well as cases and news documents. LexisNexis would most likely be considered which of the following? a. A marketing decision support system b. A marketing analytics tool c. A marketing information system d. Single-source data e. A database

e. A database

A buffet restaurant targets its promotions toward those who love "all-you-can-eat" meals. Its promotion targets those who desire to get more for less money and/or those who like variety in their meals. However, the company knows that many of the people who come in will not eat as much. Others, however, may eat way past the value of what they paid. The buffet has balanced this out in its pricing strategy, classifying its diners as light eaters, moderate eaters, and heavy eaters. What type of segmentation strategy is the buffet using? a. Psychographic b. Demographic c. Benefit segmentation d. Customer size e. Behavioristic

e. Behavioristic

Which of the following is a collection of information arranged for easy access and retrieval? a. Marketing decision support system b. Big data c. Marketing information system d. Single-source data e. Database

e. Database

Consumers tend to view which of the following behaviors as less ethically acceptable regarding illegally downloading protected content from the internet? a. Downloading content just for fun b. Downloading content to prove they can do it c. Downloading content to see if they can get away with it d. Downloading content because they can't afford it e. Downloading content for personal gain

e. Downloading content for personal gain

The process through which a person acquires the knowledge and skills to function as a consumer is best related to which of the following social influences on the buying decision process? a. Roles b. Social class c. Culture d. Reference groups e. Family influence

e. Family influence

Which of the following is NOT a purpose of marketing research? a. Increase the marketer's ability to respond to customer needs b. Inform an organization about changing attitudes and purchase patterns of customers c. Inform an organization about marketing opportunities for products d. Inform an organization about customers' needs and desires e. Gather random data

e. Gather random data

Which of the following is the first step in the target market selection process? a. Evaluate relevant market segments b. Develop market segment profiles c. Determine which segmentation variables to use d. Select specific target markets e. Identify the appropriate targeting strategy

e. Identify the appropriate targeting strategy

Which of the following is an open aggregate of people with similar social rank? a. Opinion leader b. Culture c. Subculture d. Reference group e. Social class

e. Social class

Which of the following is true about social responsibility? a. Social responsibility will always be profitable. b. Social responsibility results in fewer marketing problems. c. Social responsibility will eliminate ethical issues in marketing. d. Social responsibility automatically reduces costs. e. Social responsibility improves marketing performance.

e. Social responsibility improves marketing performance.

Amazon has opened a physical bookstore. What is one benefit that a physical store offers to marketers that online stores might not? a. They are more efficient for consumers who do not have the internet. b. They result in users buying more due to lower prices and prompting from salespeople. c. They have less expensive distribution channels than online stores. d. They are better at promoting products because users can examine them. e. They allow marketers to observe customers interacting with products.

e. They allow marketers to observe customers interacting with products.

What are web advertisers attempting to do in order to prevent regulation that would limit the information they can collect on users? a. They are suing the government for the right to collect this data. b. They are working with regulators to develop regulations that protect consumers. c. They are reducing their data collection practices. d. They are refusing to collect any information unless users give permission. e. They are attempting to engage in self-regulation.

e. They are attempting to engage in self-regulation.

Amy greatly admires Rochelle Davis and those like her. She views them as a(n) _______ that she wants to emulate and be like. a. membership reference group b. role c. opinion leader d. dissociative reference group e. aspirational reference group

e. aspirational reference group

Companies often use social media influencers popular with their target market to promote their products. In this case, the influencers represent a(n) _______. a. membership reference group b. social class c. subculture d. dissociative reference group e. aspirational reference group

e. aspirational reference group

When a marketing manager estimates how much of a product a potential buyer in a specific geographic area will purchase in a given period, she is employing the _______. a. breakeven approach b. SWOT analysis c. competitive assessment d. breakdown approach e. buildup approach

e. buildup approach

Copying computer software, video games, movies, or music without paying the producer for them is an example of _______. a. situational influences b. psychological influences c. routinized response behavior d. social influences e. consumer misbehavior

e. consumer misbehavior

Marketers at Coca-Cola are exploring why sales of soft drinks have been declining in recent years, but sales of product competitors like bottled water and tea are rising. To understand the characteristics of this phenomenon in order to identify potential strategies to reverse the trend, they should conduct _______. a. exploratory research b. nonprobability sampling c. experimental research d. stratified sampling e. descriptive research

e. descriptive research

High-involvement, unfamiliar, and expensive products such as cars are most likely to involve _______. a. impulse buying b. routinized response behavior c. limited decision making d. enduring involvement e. extended decision making

e. extended decision making

ACME Corp. is identifying and using tools to measure and interpret the effectiveness of its marketing activities. This is best described as _______. a. marketing decision support system b. big data c. marketing research design d. marketing information system e. marketing analytics

e. marketing analytics

The first of two major components of developing a marketing strategy is to _______. a. perform a business analysis b. determine a segmentation strategy c. develop a product d. perform sales analyses e. select a target market

e. select a target market

REI targets individuals who love and appreciate the outdoors. It therefore appeals to customers who have a(n) _______ as outdoor enthusiasts. a. role b. motive c. attitude d. social class e. self-concept

e. self-concept

Marketing managers at ACME Corp. have had experts create initial forecasts, averaged their results, and then returned the averages to the experts to refine their individual forecasts. This best describes _______. a. regression analysis b. executive judgment c. the expert forecasting survey d. the sales force forecasting survey e. the Delphi technique

e. the Delphi technique

Which of the following involves observation; secondary sources such as business, trade, government, and general-interest publications; and marketing research? a. Environmental scanning b. Proactive approach c. Technology scanning d. Environmental approach e. Environmental analysis

environmental scanning

___________ is the process of collecting information about forces in the marketing environment. a. environmental scanning b. competitive assessment c. technological assessment d. environmental analysis

environmental scanning

A(n) ______ is an identifiable problem, situation, or opportunity that requires an individual or organization to choose from among several actions that must be evaluated as right or wrong, ethical or unethical. ethical issue legal issue social responsibility issue ethical dilemma

ethical issue

_________ research allows marketers to make causal deductions about relationships. Exploratory Probability Experimental Descriptive

experimental

Page visits, reach, and CPM (cost per thousand exposures) are all examples of what type of social media metric? a. Advocacy b. Impact c. Exposure d. Influence e. Engagement

exposure

An ethical issue in the area of promotion is _______, which occurs when products are promoted as being more environmentally friendly than they really are. a. product recalls b. cause-related marketing c. green marketing d. greenwashing e. sustainability

greenwashing

Drake is performing a marketing research study on products that contain avocado as an ingredient. He believes this study will prove that consumers are increasingly attracted to avocados because of their rise in popularity on social media and reported connection to health benefits. Drake is developing a(n) conclusion hypothesis survey statistical interpretation

hypothesis

As John stands in line at the grocery store, he notices a new flavor of gum on the nearby stand. He grabs the gum and throws it in the cart. What type of behavior is John exhibiting? a. Extended decision making b. Routinized response behavior c. Limited decision making d. Problem recognition e. Impulse buying

impulse buying

Ethical choices in marketing are most often made _______. a. jointly b. at church c. individually d. at home e. in a vacuum

jointly

Alice buys FitJoy snack bars because she feels satisfied after eating. After several months of enjoying the snack bars, Alice no longer feels satisfied after eating them, so she decides to stop purchasing the snack bars. Her change in behavior is referred to as what? a. Learning b. An attitude c. Personality d. Atmospherics e. Self-concept

learning

ACME Corp. is adopting a strategic focus for fulfilling the economic, legal, ethical, and philanthropic social responsibilities that its stakeholders expect of it. This best describes _______. a. cause-related marketing b. ethics c. social responsibility d. marketing citizenship e. stakeholder orientation

marketing citizenship

Principles and standards that define acceptable conduct in marketing as determined by various stakeholders are known as _______. a. marketing citizenship b. marketing ethics c. social responsibility d. strategic philanthropy e. cause-related marketing

marketing ethics

Which of the following is NOT an example of illegal anticompetitive practices? a. Obtaining confidential information from a competitor's employees b. Mislabeling products c. False advertising d. Price fixing e. Stealing trade secrets

mislabeling products

Walgreens wants to study how aging consumers shop. It sets up a mock store and invites older consumers to shop. The store is made to look exactly like a normal store because researchers want the consumers to feel as if they are really shopping. Researchers record what they see and use this to develop a report for Walgreens' marketing department. What type of data collection practice is being used here? a. Observation b. Customer advisory boards c. Surveying d. Focus groups e. Crowdsourcing

observation

Which of the following types of competitive structure often exists because of the difficulty and expense of entering a market? a. Monopolistic competition b. Oligopoly c. Brand competition d. Pure competition e. Monopoly

oligopoly

Any attempt to conduct dishonest activities online would be described as _______. a. credit card fraud b. transparency c. identity theft d. piracy e. online fraud

online fraud

At Shania's job, promptness is heavily stressed. However, Shania's supervisor never punishes anyone for being tardy, no matter how late they come in. Shania therefore takes advantage of this to sleep in an extra hour each day. This failure on the part of Shania's supervisor is an example of how _______ factors can influence employee conduct. a. opportunity b. intensity of the ethical issue c. organizational pressure d. individual values' e. organizational culture

opportunity

Conditions that limit barriers or provide rewards are known as __________. ethical issue intensity opportunity individual factors organizational influences

opportunity

Which of the following categories is a situational factor? a. Reference groups b. Attitudes c. Physical surroundings d. Selective exposure e. Customer socialization

physical surroundings

Many marketing managers attempt to influence and shape environmental forces. This is known as the ________ approach. governmental reactive proactive competitive

proactive

______________occur(s) when companies ask customers to return products found to be defective. Product tampering Channel stuffing Product recalls Product stuffing

product recalls

ACME Corp. managers view environmental forces as uncontrollable and thus adjust their marketing strategies to changes in the marketing environment. This approach is best described as _______. a. reactive b. static c. controversial d. offensive e. proactive

reactive

During what period in the business cycle are firms first likely to cut their marketing budgets? a. Recovery b. Economic standstill c. Recession d. Prosperity e. Depression

recession

During which of the following economic conditions does unemployment begin to decline, total disposable income increase, and consumers' willingness to buy begin to rise? a. Business cycle b. Prosperity c. Recession d. Recovery e. Depression

recovery

Which of the following aspects of technology relates to the fact that technology acts as a catalyst to spur even faster development? a. Self-sustaining b. Dynamics c. Internet d. Disruption e. Reach

self sustaining

A market segment profile describes the ___________ among potential customers within a segment and explains the ___________ among people and organizations in different segments. similarities deviation variations commonalities differences

similarites;differences

When retailers go to great lengths to create physical settings that appeal to their target market and are conducive to making purchase decisions, they are attempting to shape which of the following influences on consumer buying behavior? a. Enduring b. Cultural c. Social d. Situational e. Psychological

situational

Which of the following would be an example of digital media that marketers can use for promotional purposes? a. Blu-ray player b. Newspaper c. Land-line phone d. Outside of an electric bus e. Smart watch

smart watch

The human requirements for love and affection in Maslow's hierarchy are known as _____________ esteem social self-actualization physiological needs

social

Which of the following is an informal way of expressing organizational culture? a. Manuals b. Ceremonies c. Codes of conduct d. Dress code e. Stories

stories

Which of the following is the potential for the long-term well-being of the natural environment, including all biological, as well as the interaction among nature and individuals, organizations, and business strategies? a. Sustainability b. Marketing citizenship c. Consumerism d. Cause-related marketing e. ethics

sustainabilty

Which of the following products most closely resembles pure competition? a. Table salt b. Televisions c. Cereal d. Mobile homes e. Candy bars

table salt

A(n) _________ is a procedure with which managers try to foresee the effects of new products and processes on their firm's operations, on other business organizations, and on society in general. culture analysis competitive assessment environmental analysis technology assessment

technology assessment

At ACME Corp., managers are trying to foresee the effects of new products and processes on their firm's operations, on other business organizations, and on society in general. This is best described as _______. a. technology scanning b. environmental scanning c. environmental analysis d. SWOT analysis e. technology assessment

technology assessment

The growing demand for health-care services, recreation, tourism, retirement housing, and selected skin-care products most closely relates to _______. a. consumerism b. cultural values c. the demographic characteristic of marital status d. the demographic characteristic of gender e. the demographic characteristic of age

the demographic characteristic of age

Which of the following is the major source of cultural values? a. The workplace b. Social class c. Religion d. Laws and regulations e. The family

the family

The savings in your savings account would fall under which of the following? a. Prosperity b. Disposable income c. Credit d. Wealth e. Discretionary income

wealth

Suppose Lonely Planet, a travel guide book publisher, launched a small bit of software users could download to their computer. This software would provide continual news updates about Lonely Planet activities and link users directly to the company's homepage. This is most likely which of the following? a. Podcast b. Wiki c. Widget d. Beacon e. QR code

widget