Marketing Exam 2
1) A child in the United States is exposed to many values including achievement and success, freedom, individualism, hard work, and material comfort. These are symbolic of American ________. A) subculture B) culture C) society D) perceptions E) expectations
B
14) ________ mine(s) individual online media connections and conversations. A) Qualitative research B) Social targeting C) Behavioral sampling methods D) Online behavioral targeting E) A focus group
B
18) ________ consists of arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers. A) Differentiation B) Positioning C) Market targeting D) Market segmentation E) Mass marketing
B
21) One reason demographic variables are the most popular bases for segmenting customer groups is because they ________. A) create smaller segments B) are easier to measure than other variables C) do not involve stereotypes
B
24) Market segments that can be effectively reached and served are said to be ________. A) measurable B) accessible C) substantial D) actionable E) profitable
B
9) Which of the following demonstrates the real value of a company's marketing research and information system? A) the amount of data it generates B) the customer insights it provides C) the tools it uses to gather information
B
13) Which of the following is not considered a source of competitive marketing intelligence? A) observing consumers firsthand B) monitoring social media C) competitors' internal databases D) benchmarking competitors' products E) online research
C
20) Gulf Coast, a wholesale shrimp distributor, groups its customers by regions in the United States, such as Midwest, Northeast, and Southwest. For each region, Gulf Coast tailors a different set of advertisements and promotions. The supplier is segmenting its market according to ________. A) behavioral factors B) personality characteristics C) geographic location D) benefits sought E) demographics
C
22) ________ segmentation factors divide buyers into different groups based on social class, lifestyle, or personality characteristics. A) Geographic B) Demographic C) Psychographic D) Behavioral E) User status
C
5) ________ involves enlisting or even creating opinion leaders to serve as brand ambassadors who spread the word about a company's products. A) Social marketing B) Traditional marketing C) Word-of-Mouth marketing D) Direct marketing E) Values marketing
C
7) Which of the following is a psychographic characteristic of a consumer? A) gender B) age C) lifestyle D) occupation E) economic status
C
8) Which of the following terms is used to describe a specific mix of human traits that may be attributed to a particular brand? A) brand perception B) brand architecture C) brand personality D) brand loyalty E) brand equity
C
10) The initial function of a marketing information system is ________. A) assessing the information needs of a company B) analyzing the results of marketing research studies C) evaluating information from internal and external sources
A
17) ________ is the process of dividing a market into distinct groups of buyers who have different needs, characteristics, or behavior.
A
19) Lilly's, a furniture retailer, sells low-end furniture and accent pieces that are targeted toward lower-income consumer groups. Lilly's most likely segments the consumer market based on ________ variables. A) demographic B) psychographic C) universal D) geographic E) behavioral
A
2) Many marketers now embrace a ________ strategy, integrating ethnic and cross-cultural perspectives within their mainstream marketing. A) total market B) cultural marketing C) viral marketing D) social marketing E) cause marketing
A
23) Dividing buyers into groups based on their knowledge, attitudes, uses, or responses to a product is called ________ segmentation. A) behavioral B) psychographic C) age and life-cycle D) user status E) geographic
A
3) Which of the following is a social factor that influences consumer buying behavior? A) family B) life-cycle stage C) economic situation D) personality E) occupation
A
4) ________ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert social influence on others. A) Opinion leaders B) Late mainstream adopters C) Strangers D) Barnacles E) Lagging adopters
A
6) Which of the following is a personal factor that influences a consumer's buying behavior? A) life-cycle stage B) motivation C) status D) family E) social networks
A
11) Which of the following is true of a good marketing information system? A) It focuses solely on maximizing the amount of data generated irrespective of relevance. B) It typically uses only external sources of data in marketing research. C) It helps decision makers use the information to generate customer and market insights. D) It develops a way of offering information about future plans of action that might not be very feasible or cost-effective. E) It eliminates the time-consuming task of assessing the information needs of a firm.
C
12) Susan Hart, the manager of a children's boutique, collects data from her monthly records of sales, costs, and cash flow. In this case, Susan is making use of ________ databases. A) external B) secondary C) internal
C
15) Researchers should use simple, direct, and unbiased wording of questions for research.
True
16) Neuromarketing uses EEG and MRI technologies to track brain electrical activity to learn how consumers feel and respond.
True
25) Not all companies that use income segmentation target the affluent.
True
