Marketing 200 Exam Part 2. Chapters 4,5,6,7

Dawn flies regularly between Atlanta and Los Angeles. She almost always uses Delta Airlines and has lots of Delta Sky Miles credit (Delta's frequent flyer program). Still, she uses an online fare comparison website each time to see if a competitor has a better price or a more convenient schedule. Dawn uses __________ to decide which airline to fly. a) A compensatory decision rule b) A non-compensatory decision rule c) Habitual decision making d) Social factors e) Temporal factors

A) A compensatory decision rule

Raycom Construction needs heavy-duty equipment to install a new pipeline in northern Alaska. After a vendor is chosen, Reginald will handle the paperwork and send out the purchase order. Reginald plays the __________ in the buying center. a) Buyer b) Initiator c) Influencer d) User e) Gatekeeper

A) Buyer

In a recent Gallup survey, which of the following professions was rated lowest in ethical standards? a) Car salespeople b) Lawyers c) Senators d) Real estate agents e) Medical doctors

A) Car salespeople

A firm's macro environment includes all of the following EXCEPT a) Competition. b) Culture. c) Demographics. d) Economics. e) Political/legal issues.

A) Competition

When mountain climbers purchase clothing for scaling Mount Everest, their purchases are primarily addressing __________ needs. a) Functional b) Prepurchase c) Social d) Psychological e) Functional and psychological

A) Functional

Garrett has just purchased a beer distributorship. He wants to increase the visibility of his firm in local markets, but he knows there are a number of regulations and socially accepted practices associated with promoting alcoholic beverages. According to the Framework for Ethical Decision Making, the first thing Garrett should do is to a) Identify issues. b) Promote the firm's corporate social responsibility efforts. c) Gather information and identify stakeholders. d) Brainstorm and evaluate alternatives. e) Choose a course of action.

A) Identify issues

When Johnson & Johnson removed all Tylenol from the shelves after some containers were tampered with, poisoning and killing seven people, the company a) Sacrificed short-term profits for long-term credibility. b) Was forced to do so following extensive consumer outcry. c) Was ordered to do so by the Food and Drug Administration. d) Felt that nothing could stop Tylenol from losing most of its customers. e) Developed plans to sell the returned Tylenol bottles in less developed countries.

A) Sacrificed short-term profits for long-term credibility

Marketers often use principles and theories from sociology and psychology to better understand consumers' actions and a) To develop basic strategies for dealing with their behavior. b) To contribute to the theoretical knowledge in those disciplines. c) To avoid cultural reference group problems. d) To maximize postpurchase cognitive dissonance. e) To satisfy ritual consumption needs while avoiding overconsumption.

A) To develop basic strategies for dealing with their behavior

The factors in the immediate marketing environment include the actions of the a) Company. b) Company's competitors. c) Company's corporate partners. d) All of these e) None of these

D) All of these

Typically, B2B buyers ask potential suppliers to a) Write the RFP for the buyer. b) Submit formal proposals. c) Sponsor interviews with final customers in order to determine product needs. d) Always be involved in reselling. e) Organize them into selling cooperatives.

D) Always be involved in reselling

Ironically, while the leaders of Enron Corporation were manipulating the company's finances for their personal benefit, the company was a major donor to Houston area charities. Enron had unethical business practices, but was also a) Practicing marketing ethics. b) Falsifying the company's finances through charitable donations. c) Creating a local ethical business climate. d) Demonstrating corporate social responsibility. e) Manipulating the public sentiment for its own benefit.

D) Demonstrating corporate social responsibility

Ryan knows that one of the goals of value-based marketing is to provide greater value to consumers than competitors offer. To accomplish this goal, Ryan's firm must look at everything it does a) In order to value each person in the organization. b) For each generational cohort. c) To avoid cultural clashes. d) From a customer's point of view. e) To sensitize organization members to ethical values.

D) From a customer's point of view

Ryan believes he is responsible for his actions, and he will conduct extensive searches before making a purchase. Michael's favorite phrase, when confronted by the need to make a decision, is, "Whatever." In marketing terms, Ryan is said to have a (n) __________ and Michael, a (n) __________. a) Obsessive personality; laissez-fair approach b) Formal search function; casual search function c) Increased search anxiety; decreased search anxiety d) Internal locus of control; external locus of control e) Focused sense of information; unfocused sense of information

D) Internal locus of control; external locus of control

Products that may damage the environment, the use of sweatshop labor, and the marketing of dangerous products are examples of a) Internal, controllable marketing issues. b) Issues that don't even need to be discussed in ethical firms. c) Marketing issues but not ethical issues. d) Marketing ethical issues. e) Ethical issues but not marketing issues.

D) Marketing ethical issues.

Compared to the B2C process, the information search and alternative evaluation steps in the B2B process are a) Decentralized. b) Less focused on customer value creation. c) Identical. d) More formal and structured. e) Based on derived supply analysis

D) More Formal and structured

After Hurricane Katrina, many states reevaluated their coastal area building requirements. These new building codes represented __________ that building materials companies used to develop new products. a) Derived demand b) Initiator instructions c) Determinant products d) Product specifications e) Focal alternatives

D) Product specifications

Upscale men and women's clothing stores like Nordstrom's, Neiman-Marcus, or Saks Fifth Avenue primarily appeal to consumers' __________ needs. a) Functional b) Postpurchase c) Safety d) Psychological e) Situational

D) Psychological

Generational cohorts are groups of people of the same generation who have similar __________ because they have shared experiences and are in the same stage of life. a) Regional cultures b) Inflationary expectations c) Political affiliations d) Purchase behavior e) Cultural values

D) Purchase behavior

Jordana is buying a laptop computer to take on trips. Although she has looked at several brands, she refuses to buy a computer that weighs more than five pounds. Jordana is basing her decision on a) A compensatory decision rule. b) A non-compensatory decision rule. c) Habitual decision-making. d) Social factors. e) Temporal factors.

B) A non-compensatory decision rule

Sometimes consumers have second thoughts after buying goods that are expensive, infrequently purchased, or associated with a high level of risk. This is an especially critical time for marketers, as their customers are dealing with a) Criteria reevaluation. b) Buyer's remorse. c) Competitive leverage. d) Purchase uncertainty. e) Consumer vulnerability.

B) Buyer's remorse

Andrea and Karl got married a year ago and are ready to move out of their apartment and into a new home. After looking at several houses, they have developed a list of features that are important to them and that are different among the homes they have visited. The features on their list are called __________. a) An evoked set b) Determinant attributes c) Short lists d) Perceived risk factors e) Trade-off elements

B) Determinant attributes

Many corporations are shifting from defined benefit to defined contribution retirement programs. When considering changes to retirement programs, the primary stakeholders are the a) Shareholders. b) Employees. c) Customers. d) Marketing managers. e) Competition.

B) Employees

As director of a small art gallery, one of Frederica's major concerns is the preference of the people who buy her artists' work. Frederica recognizes that the center of her marketing efforts is a) Profits. b) Her target customers. c) Artistic social responsibility. d) Competing art galleries. e) The arts movement.

B) Her target customers

B2B buying decisions are often made by a) Governors. b) Influencers. c) Committees. d) Resellers. e) Consumers.

B) Influencers

The Ethical Decision-Making Framework includes all of the following steps EXCEPT a) Identify issues. b) Promote the firm's corporate social responsibility efforts. c) Gather information and identify stakeholders. d) Brainstorm and evaluate alternatives. e) Choose a course of action.

B) Promote the firm's corporate social responsibility efforts

When Kelly began searching for a new car to replace her old, rusty one, she probably relied on __________ sources of information. a) Interpersonal and sensual b) Compensatory and noncompensatory c) Ritual and spiritual d) Specialty and ordinary e) Internal and external

E) Internal and external

New real estate disclosure regulations require sellers and their agents to tell prospective buyers about any existing problems. Previously, they were only expected to answer buyers' questions. The new regulation addressed the marketing ethical problem of a) High-pressure sales techniques. b) Deceptive pricing tactics. c) Misrepresentation of company data. d) Misleading advertising. e) Withholding information.

E) Withholding information

Compared to the average company, firms with strong ethical climates tend to a) Employ more business development consultants. b) Offer more goods and services. c) Be more socially responsible. d) Invest more in sales training software. e) Have higher turnover.

C) Be more socially responsible

Astute marketers recognize that the increasing disparity of income between upper- and lower-income groups a) Will create inflationary expectations. b) Will disappear, as ethnicity becomes a stronger cultural determinant. c) Creates opportunities to provide value to each group. d) Will vanish once the recession ends. e) Is attributable to technological expertise of immigrant groups.

C) Creates opportunities to provide value to each group

As a retail clothing store manager, Randy frequently asks his staff what customers are saying and what they are asking for. He also attends the quarterly clothing show at the regional merchandise mart. Randy's efforts will likely help him to a) Avoid cognitive dissonance. b) Implement just-in-time marketing promotions. c) Identify potential opportunities. d) Avoid the need to understand regional culture. e) All of these.

C) Identify potential opportunities

Melanie is the director of human resources for a small manufacturing firm. She has a strong personal interest in technology, and is known throughout the firm as one of the first to hear about and use new kinds of communications technologies. If the firm decides to upgrade its network, Melanie will probably function in what role in the firm's buying center? a) Auctioneer b) Initiator c) Influencer d) Decider e) Gatekeeper

C) Influencer

In the consumer decision process, we decide how much time and effort to expend searching for information based partly on a) Postpurchase dissonance. b) The outcome of the alternative evaluation process. c) The degree of perceived risk associated with the product or service being considered. d) The results of habitual decision-making. e) The results of the external search.

C) The degree of perceived risk associated with the product or service being considered

Unlike other business functions like accounting or finance, people in marketing are often singled out as the root cause of ethical concerns because a) They are trained in the art of effective persuasive communication. b) They are not considered to be as quantitatively skilled as accounting and finance people. c) They interact directly with consumers. d) The problems that occurred at Enron, Tyco, and WorldCom were caused by marketers. e) Doing a good job of marketing requires some degree of unethical behavior.

C) They interact directly with consumers.

"Tweens" are part of which generational cohort? a) Baby Boomers b) Generation W c) Generation X d) Generation Y e) Generation Z

E) Generation Z

Sales of electric components manufactured by Rick's company depend on sales of new cars. Rick's company faces __________ demand. a) Synthetic b) Situational c) Monopolistic d) Democratic e) Derived

E) Derived

Kim is the sales representative for a major textbook publisher. When she calls on the business faculty at General University, her first stop is to chat with Frank, the business department secretary. From Frank, Kim learns which professors have left the university or are newly arrived. Frank also helps Kim to make appointments to see professors to discuss textbook choices. Frank acts as the __________ in the business department-buying center. a) Buyer b) Initiator c) Influencer d) User e) Gatekeeper

E) Gatekeeper