MARKETING FIRST MIDTERM

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Which of the following has the primary function of helping a company target and promote its products to the right markets? A) Marketing services agencies B) Resale marketers C) Service providers D) Physical distribution firms E) Credit companies

Which of the following is an example of a local public? A) a community organization that addresses welfare issues in its neighborhood B) a supplier responsible for sourcing most of the raw materials used in production C) a company director who is working to improve the organization's public image D) a bank that helps a company acquire loans E) a federal regulatory agency that monitors business practices

Which of the following is part of the microenvironment of a company's marketing environment? A) a just-in-time inventory system used by the company when making purchase decisions B) a set of laws that require the company to scale down its telemarketing calls to customers C) a changing demographic picture that requires the firm to make product adaptations D) a new technology that would ensure significant cost-cutting if implemented in the firm E) a set of environmental sustainability laws that significantly impact the company's production processes

________ are distribution channel firms that help a company find customers or make sales to them. A) Resellers B) Suppliers C) Producers D) Logistics firms E) Credit companies

________ markets consist of individuals and households that buy goods and services for personal use. A) Consumer B) Business C) Government D) Wholesaler E) Retailer

Which of the following is true of the growth-share matrix?

A company should invest in a question mark rather than a dog.

A) a just-in-time inventory system used by the company when making purchase decisions

Which generational group controls the highest percentage of disposable income in the United States? A) baby boomer B) Generation X C) Millennial D) Generation Z E) Lost Generation

A) baby boomer

Changes in variables, such as income, cost of living, interest rates, and savings and borrowing patterns most likely reflect changes in the ________ environment of a company. A) economic B) natural C) demographic D) political E) cultural

A) economic

A firm uses a small convenience sample to gather data on customer reactions. It invites a small group of customers for lunch and asks them to share what they think about the products they have purchased from the firm. This is an example of ________. A) informal surveys B) experimental research C) neuromarketing D) direct marketing E) data mining

A) informal surveys

Kathy Jenkins is planning to conduct research on consumers' personal care routines. Since the questions are likely to be personal and sensitive, Kathy wants to select a contact method that will encourage respondents to answer honestly. Which of the following contact methods is most likely to serve Kathy's purpose? A) mail questionnaires B) telephone interviews C) individual interviews D) focus group interviews E) online discussions

A) mail questionnaires

Which of the following has the primary function of helping a company target and promote its products to the right markets? A) marketing services agencies B) resale marketers C) service providers D) physical distribution firms E) credit companies

A) marketing services agencies

Which of the following methods should a marketing researcher use to obtain information that people are unwilling or unable to provide? A) observational research B) focus groups C) personal interviews D) Internet-based surveys E) questionnaires

A) observational research

Which of the following is a quantitative Internet-based research approach? A) online survey B) online focus group C) online listening D) behavioral targeting E) social tracking

A) online survey

In a marketer's macroenvironment, the ________ environment consists of laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society. A) political B) cultural C) technological D) natural E) internal

A) political

Governments most likely enact business legislation to ________. A) prevent unfair competition in the market B) allow a single large monopoly in the market C) prevent alternative products from entering the market D) protect the interests of producers rather than society E) dissociate social responsibility from commerce

A) prevent unfair competition in the market

James and Nathan attended a sales seminar. Both left the seminar with differing opinions about what was important to implement in their jobs. Both used the information in different ways, according to what each already believed was important. They have engaged in ________. A) selective distortion B) selective attitude C) selective calling D) selective attention E) perceptual defense

A) selective distortion

Causal research is used to ________. A) test hypotheses about cause-and-effect relationships B) gather preliminary data to define problems and their underlying causes C) collect information on the demographics of customers D) collect information on the attitudes of consumers E) generate hypotheses about the causes of a marketing problem

A) test hypotheses about cause-and-effect relationships

Which of the following is the most financially strapped generation in the post-recession era? A) the Millennials B) Generation X C) Generation Z D) the Lost Generation E) the baby boomers

A) the Millennials

A persons buying choices are influenced by 5 major psychological factors...

1. Motivation 2. Perception 3. Learning 4. Beliefs 5. Attitudes

The buyer decision process consists of 5 stages...

1. Need recognition 2. Information search 3. Evaluation of alternatives 4. Purchase decision 5. Post purchase behavior

Marketing stimuli consist of the 4 P's

1. Product 2. Price 3. Place 4. Promotion

Which of the following is part of the microenvironment of a firm's marketing environment? A) the political state of the country in which the firm exists B) the cultural forces that exist in a society C) the suppliers who work with the company D) the technological resources available to the company E) the different demographic trends in the market

C) the suppliers who work with the company

The responsibility for setting a company's mission, objectives, broad strategies, and policies primarily lies with its ________. A) finance department B) research department C) top management D) marketing managers E) human resource managers

C) top management

A firm has a huge amount of individual customer data saved in different databases. Which of the following can be used to integrate, analyze, and apply the available information effectively?

CRM systems

Which of the following is an example of a convenience product?

Candy

Which of the following is an industrial products categorized under materials and parts?

Cement

Which type of differentiation is used to gain competitive advantage through the way a firm designs its distribution coverage, expertise, and performance?

Channel Differentiation

In the model of buyer behavior, which of the following is NOT a major type of force or event in the buyer's environment?

Channels

________ is a discomfort caused by postpurchase conflict.

Cognitive dissonance

Which of the following sources of products information can marketers control completely?

Commercial

A data warehouse is a database of finely detailed customer and market information that needs to be sifted through for significant pieces of information and trends. The data warehouse operates at which level? (CH4)

Company-wide

________ is the degree to which the innovation fits the values and experiences of potential consumers.

Compatibility

MasterCard's Conversation Suite, which monitors, analyzes, and responds in a timely way to millions of online conversations around the world, is an example of which type of market research tool? (CH4)

Competitive marketing intelligence

International researchers follow the same steps as domestic researchers, from defining the research problem and developing a research plan to interpreting and reporting the results. However, these researchers often face more and different problems particularly when collecting primary data. Which of the following creates a problem for collecting secondary data internationally? (CH4)

Countries that have almost no research services from which to collect data

____ is the most basic cause of a persons wants and needs.

Culture

________ is the total combined customer lifetime values of all the company's current and potential customers.

Customer equity

Which of the following is true of competitive marketing intelligence? A) It can predict a firm's future but not the pattern of forces in the market. B) It cannot be collected from internal sources of a firm such as employees and sales force. C) It requires inside information from a competitors' internal database. D) It can be obtained from information that is available in the public domain. E) It can be obtained from online databases only through subscription and a fee.

D) It can be obtained from information that is available in the public domain.

Which of the following is true about customer relationship management (CRM)? A) It eliminates the need for primary research. B) It minimizes the need for costly data mining. C) It relies on the use of exploratory and causal research. D) It consists of sophisticated software and analytical tools. E) It excludes data on existing customers to focus on potential customers.

D) It consists of sophisticated software and analytical tools.

Which of the following statements is true of international marketing research? A) International marketing research has declined over the past decade due to global economic decline. B) Conducting personal interviews in developing countries is generally less difficult and less expensive than doing so in developed nations. C) International researchers follow a different set of steps in marketing research than domestic researchers. D) Language translation in international marketing research typically increases costs and raises the risk of errors. E) International researchers benefit from useful secondary data that is available online, so primary data is typically unnecessary.

D) Language translation in international marketing research typically increases costs and raises the risk of errors.

Which of the following statements regarding marketing intelligence is true? A) Marketing intelligence typically involves sensitive and confidential information kept out of the public domain. B) The advantage of using competitive intelligence is negligible as it is based only on internal sources of data. C) All marketing intelligence inputs are available at no cost to all potential users. D) Marketing intelligence is the systematic collection and analysis of publicly available information. E) Marketing intelligence efforts are more focused on gaining insights into a firm's consumers rather than its competitors.

D) Marketing intelligence is the systematic collection and analysis of publicly available information.

Which of the following is an advantage of primary data? A) They are less expensive to obtain than secondary data. B) They can be obtained quicker than secondary data. C) They can be accessed from existing information. D) They are more relevant than secondary data. E) They are more reflective of past problems.

D) They are more relevant than secondary data.

Which of the following is most likely a characteristic of the Millennial generation? A) They have very little knowledge of using digital media. B) They are a smaller population than Generation X. C) They are the wealthiest generation in the United States to date. D) They like to engage in two-way brand conversations. E) They typically avoid using technology while buying products.

D) They like to engage in two-way brand conversations.

Which of the following is most likely a true statement about diversity in the United States? A) Most ethnic groups are shedding their ethnic culture and shifting toward a unified American culture. B) Asian Americans constitute the largest ethnic group in the United States. C) Ethnic and cultural differences exist since different ethnic groups remain isolated from one another. D) Various ethnic groups mix together but also retain their cultural differences. E) The nation's ethnic populations are set to decrease in coming decades.

D) Various ethnic groups mix together but also retain their cultural differences.

The initial function of a marketing information system is ________. A) generating insights from market consumption patterns B) analyzing the results of marketing research studies C) evaluating information from internal and external sources D) assessing the information needs of a company E) hiring research firms to conduct market research

D) assessing the information needs of a company

Members of which of the following generational groups were born between 1946 and 1964? A) Millennial B) Generation X C) Generation Z D) baby boomer E) Lost Generation

D) baby boomer

Dextora Technologies manufactures microprocessors and caters exclusively to private manufacturers that produce high-end computers. Which type of market does Dextora directly target? A) retail market B) government market C) consumer market D) business market E) reseller market

D) business market

Brooke's Boutique plans to launch a new clothing line. For this purpose, the firm first conducts a survey to understand its target audience and identify the demographics of potential buyers. It then conducts experimental research to test whether customers associate discounted prices with lower product quality. Which types of research has the boutique employed in this case? A) exploratory followed by causal B) exploratory followed by descriptive C) descriptive followed by exploratory D) descriptive followed by causal E) causal followed by descriptive

D) descriptive followed by causal

A major advantage of a mail survey is that it ________. A) provides significant flexibility B) offers strong sample control C) generates high response rates D) eliminates interviewer bias E) can be completed quickly

D) eliminates interviewer bias

The citizen-action publics in a company's marketing environment include ________. A) employees and managers of the company B) stockholders and investment analysts C) government trade agencies D) environmental groups E) news channels

D) environmental groups

Burger Town introduced a new hamburger and released it in two different cities at two different prices. Marketers of Burger Town then analyzed the sales records of their outlets at the two cities, determined the price that resulted in better profits, and used the information to set a nationwide price for their new offering. This is an example of ________. A) exploratory research B) survey research C) Netnography research D) experimental research E) descriptive research

D) experimental research

Reseller markets consist of ________. A) government agencies that buy goods and services to produce public services B) individuals who buy goods and services for personal consumption C) firms that buy goods and services to assemble overseas D) firms that buy goods and services to sell at a profit E) firms that buy goods and services for further processing

D) firms that buy goods and services to sell at a profit

Diane Chambers, the marketing manager of FarmFresh, collects data from her monthly records of sales, costs, and cash flow. In this case, Diane is making use of ________ databases. A) external B) secondary C) historical D) internal E) dialog

D) internal

Which of the following would most likely use informal research methods to obtain marketing insights? A) multinational firms B) pharmaceutical firms C) brick-and-mortar companies D) not-for-profit organizations E) family-owned businesses

D) not-for-profit organizations

Which of the following is a structured method of online research where marketers require direct responses from customers? A) online behavioral targeting B) social media tracking C) online listening D) online surveys E) blog analysis

D) online surveys

Which of the following is most likely a financial public? A) community organization B) minority group C) corporate attorney D) stockholder E) newspaper

D) stockholder

Which of the following are examples of internal publics of a company? A) newspapers, magazines, television stations, blogs, and other Internet media B) governmental departments and agencies that regulate businesses C) neighborhood residents and community organizations D) the managers, board of directors, and workers of the company E) the general public that is directly affected by the company

D) the managers, board of directors, and workers of the company

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 variety of contact methods it uses C) the tools it uses to gather information D) the quality of customer insights it provides E) the type of sampling plan it follows

D) the quality of customer insights it provides

Which of the following is most likely the cheapest and quickest means to collect data for marketing research? A) utilizing external agencies for research B) seeking marketing intelligence inputs from partnering firms C) seeking data regarding strategies adopted by competitors D) utilizing internal databases to gather sales data E) hiring a reputed firm to conduct a market analysis

D) utilizing internal databases to gather sales data

A marketer defines her research objective to define and identify things within the market such as how many times a week does the customer go to the grocery store and how many bananas does the consumer purchase at a time? This is classified as which type of market research? (CH4)

Descriptive

Essentially, the marketing research process encompasses four steps. __________ is not a step in the research process. (CH4)

Developing the MIS

Port Orleans Shipping markets different services to the tourism, defense, and trade segments. The firm designs separate offers for each segment based on their needs. This approach is called ________ marketing.

Differentiated

During supplier selection, members of the buying center review the proposals and select a supplier or suppliers. Additionally, which of the following is a task that takes place during supplier selection? (CH6)

Draw up a list of the desired supplier attributes and their relative importance

A consumer advocacy group challenges a firm's decision to build a new warehouse in a small community. The advocacy group is an example of a ________ public. A) financial B) government C) media D) local E) citizen-action

A marketing intermediary would most likely help a firm by ________. A) negotiating with labor unions regarding wages, hours, and benefits B) providing technical expertise on the production and design of goods C) competing directly with the firm in a certain product category D) supplying the raw materials needed for manufacturing the firm's products E) moving the firm's goods from production points to distribution centers

According to the text, ________ are the most important actors in a company's microenvironment. A) stockholders B) employees C) suppliers D) resellers E) customers

To which of the following generational groups do zoomers belong? A) Millennial B) Generation X C) Generation Z D) Lost Generation E) baby boomer

Volunteers belong to a company's ________ publics. A) general B) local C) citizen-action D) media E) internal

Which of the following is most likely a true statement about baby boomers? A) They are the first generation to have grown up with computers. B) They constitute the largest demographic group in the United States. C) They were born between 1965 and 1976. D) They are the most educated generation of Americans. E) They are the wealthiest generation in U.S. history.

Which of the following is most likely true about business legislation? A) Business laws are enforced only in international markets and not in local markets. B) Business laws fail to prevent unfair competition among the different companies in a market and tend to encourage monopolies. C) Business laws usually remain constant over time. D) Local, national, and state business laws rarely overlap with one another. E) Business laws that are enforced by government agencies have a major impact on a company's marketing performance.

E) Business laws that are enforced by government agencies have a major impact on a company's marketing performance.

Which of the following is true of focus group discussions? A) They usually employ large samples. B) Consumers' facial expressions are hidden. C) Results can be easily generalized to an entire population. D) The quantitative data can be evaluated quickly and economically. E) Consumers are not always honest and open about their opinions.

E) Consumers are not always honest and open about their opinions.

Which of the following is most likely true about people's beliefs and values? A) Belief in marriage is a secondary belief for most Americans. B) Secondary beliefs and values cannot be changed. C) Marketers have a high chance of changing core beliefs and values. D) Secondary beliefs are passed on from parents to children. E) Core beliefs and values have a high degree of persistence.

E) Core beliefs and values have a high degree of persistence.

Members of which generational group are referred to as echo boomers? A) the Lost Generation B) Generation X C) Generation Z D) the baby boomers E) Generation Y

E) Generation Y

Which of the following is true of question formats in questionnaires? A) Closed-end questions allow respondents to answer in their own words. B) A scale question is an example of an open-end question. C) Open-end questions allow respondents to choose among the best answer options available. D) Closed-end questions are difficult to evaluate when compared to open-end questions. E) Open-end questions are useful in exploratory research to find out what people think.

E) Open-end questions are useful in exploratory research to find out what people think

E) They are the wealthiest generation in U.S. history.

Which of the following is an example of cause-related marketing? A) a firm selling groceries without using retail outlets B) a firm selling energy drinks and relying on social media C) a firm selling low-cost health insurance through online sites D) a firm selling hybrid and other low-emission automobiles E) a firm selling electronics and giving a percentage of sales to charity

E) a firm selling electronics and giving a percentage of sales to charity

) To which of the following generational groups do zoomers belong? A) Millennial B) Generation X C) Generation Z D) Lost Generation E) baby boomer

E) baby boomer

According to the text, ________ are the most important actors in a company's microenvironment. A) stockholders B) employees C) suppliers D) resellers E) customers

E) customers

Coolers Inc. has decided to launch a new energy drink that will have the fewest calories among its competitors. To understand the market potential for the new drink and the demographics and attitudes of consumers who are likely to buy the product, Coolers should most likely use ________. A) exploratory research B) archival research C) causal research D) experimental research E) descriptive research

E) descriptive research

In most marketing research projects, what type of research is conducted first? A) causal B) descriptive C) remedial D) corrective E) exploratory

E) exploratory

Haley Computers Inc. has appointed a few employees to sift through customer conversations on online forums and social networking sites regarding products purchased from Haley. These employees are likely to be working as ________. A) information technology officers B) online Web designers C) quality control specialists D) corporate bloggers E) listening officers

E) listening officers

Which of the following is a quantitative approach to research? A) observational research B) online focus groups C) ethnographic research D) in-depth interviews E) marketing surveys

E) marketing surveys

Which of the following is a geographic shift that has been observed in the United States in recent times? A) fewer Americans moving to Sunbelt states B) fewer Americans moving to the South C) more Americans moving to the Midwest D) more Americans moving to densely populated cities E) more Americans moving to micropolitan areas

E) more Americans moving to micropolitan areas

E) moving the firm's goods from production points to distribution centers

Which of the following factors would fall under the demographic environment for marketers? A) the growth rate of a company's competitors B) the prices quoted by a company's suppliers C) the profitability of a company's shareholders D) the level of technological advancement in a company's production processes E) the educational level of a company's customers

E) the educational level of a company's customers

Fred's faith in Asics, his favorite brand of running shoes, makes him consider other offerings introduced by Asics. Fred is not a risk-taker, and he tends to evaluate each new product carefully before adopting it. Fred is an opinion leader in his social networking community and best described as a(n) ________.

Early adopter

Which adopter group is made up of opinion leaders in their communities and who adopt new ideas carefully? (CH5)

Early adopters

39) Which of the following is NOT a disadvantage of telephone interviews? A) They are more expensive to conduct than mail questionnaires. B) Interviewer bias is introduced. C) Respondents may be unwilling to

Answer personal questions. D) Interviewers may explain or probe more deeply on some questions. E) Potential respondents may refuse to participate. ; Answer: D Diff: 2 Page Ref: 112 Skill: Concept AACSB: Communication

64) The availability of which of the following is most problematic in international marketing research? A) primary data B) research specialists C) secondary data D) intelligence limitations E) consumers willing to

Answer surveys ; Answer: C Diff: 3 Page Ref: 125 Skill: Concept AACSB: Multicultural and Diversity

1) Despite the data glut that marketing managers receive, they frequently complain that they lack ________. A) enough information of the right kind B) reliable information C) timely information D) accurate information E) valid information

Answer: A Diff: 1 Page Ref: 101 Skill: Concept AACSB: Communication

21) Causal research is used to ________. A) test hypotheses about cause-and-effect relationships B) gather preliminary information that will help define problems C) find information at the outset of the research process in an unstructured way D) describe marketing problems or situations E) quantify observations that produce insights unobtainable through other forms of research

Answer: A Diff: 1 Page Ref: 107 Skill: Concept

31) Which method could a marketing researcher use to obtain information that people are unwilling or unable to provide? A) observational research B) focus groups C) personal interviews D) Internet surveys E) questionnaires

Answer: A Diff: 1 Page Ref: 110 Skill: Concept AACSB: Communication

41) Which contact method for marketing research is flexible, allows for explanation of difficult questions, and lends itself to showing products and advertisements? A) personal interviewing B) online interviewing C) phone interviewing D) ethnographic research E) observational research

Answer: A Diff: 1 Page Ref: 113 Skill: Concept AACSB: Communication

1) Good marketing programs begin with ________. A) good customer information B) an abundance of information on international market activities C) lots of information D) company insights E) descriptive research

Answer: A Diff: 1 Type: MC Page Ref: 157 Skill: Concept Objective: 5-1

22) Causal research is used to ________. A) test hypotheses about cause-and-effect relationships B) gather preliminary information that will help define problems C) find information at the outset of the research process in an unstructured way D) describe marketing problems or situations E) quantify observations that produce insights unobtainable through other forms of research

Answer: A Diff: 1 Type: MC Page Ref: 163 Skill: Concept Objective: 5-3

32) Which method could a marketing researcher use to obtain information that people are unwilling or unable to provide? A) observational research B) focus groups C) personal interviews D) Internet surveys E) questionnaires

Answer: A Diff: 1 Type: MC Page Ref: 166 Skill: Concept Objective: 5-3

42) Which contact method for marketing research is flexible, allows for explanation of difficult questions, and lends itself to showing products and advertisements? A) personal interviewing B) online interviewing C) phone interviewing D) ethnographic research E) observational research

Answer: A Diff: 1 Type: MC Page Ref: 168-169 Skill: Concept Objective: 5-3

16) Faced with determined competitive marketing intelligence efforts by competitors, most companies are now doing which of the following? A) training employees on protecting company information B) promising to not participate in marketing intelligence efforts against competitors C) providing employees with less key company information D) decreasing the number of employees involved in decision-making processes E) introducing codes of ethics

Answer: A Diff: 2 Page Ref: 105 Skill: Concept

35) Fredia Pellerano has just discovered the major advantage of survey research. She reports to her supervisor that the advantage is its ________. A) flexibility B) interactive design C) ease to complete D) understandability E) simplicity

Answer: A Diff: 2 Page Ref: 111 Skill: Concept

48) What is a major drawback of probability sampling? A) It can be time consuming. B) Sampling error cannot be measured. C) The most difficult population from which to obtain information is chosen. D) Everyone has an equal chance of selection. E) Marketers must rely on the judgment of the researcher in respondent selection.

Answer: A Diff: 2 Page Ref: 116 Skill: Concept

51) Which of the following is the best advice about creating research questionnaires? A) Use simple and direct language. B) Questions should not be arranged in a particular order. C) Ask difficult questions in the beginning to "weed out" uninterested respondents. D) Ask personal questions in the middle of the instrument. E) Avoid personal questions that may make some respondents uncomfortable.

Answer: A Diff: 2 Page Ref: 119 Skill: Concept AACSB: Communication

60) What source of marketing information provides those within the company ready access to research information, stored reports, shared work documents, contact information for employees and other stakeholders, and more? A) an intranet B) an extranet C) the Internet D) marketing research E) marketing intelligence

Answer: A Diff: 2 Page Ref: 122 Skill: Concept AACSB: Use of IT

61) When managers use small convenience samples such as asking customers what they think or inviting a small group out to lunch to get reactions, they are using ________. A) informal surveys B) experiments C) observation D) direct marketing E) marketing intelligence

Answer: A Diff: 2 Page Ref: 124 Skill: Concept

65) Because of the scarcity of good secondary data, international researchers often must collect their own primary data. An initial problem with this collection is developing good ________. A) samples B) research firms C) customer relationships with nationals D) relationships with channel members E) analytical models

Answer: A Diff: 2 Page Ref: 125 Skill: Concept

36) Fredia Dyck has just discovered the major advantage of survey research. She reports to her supervisor that the advantage is its ________. A) flexibility B) interactive design C) ease to complete D) understandability E) simplicity

Answer: A Diff: 2 Type: MC Page Ref: 168 Skill: Concept Objective: 5-3

59) A successful CRM program can be expected to help a company achieve which one of the following? A) providing higher levels of customer service B) developing a strategy for investigating customer relations C) creating general offers for a wide customer segment D) understanding the competition better E) understanding how to build advertisements

Answer: A Diff: 2 Type: MC Page Ref: 178 Skill: Concept Objective: 5-4

94) Maria Hooper is conducting marketing research for a company that is investigating the possibility of entering multiple international markets. As Maria plans her research in 30 different countries, upon which of the following is she least likely to rely? A) free secondary data B) translators C) primary data collected for the purpose of her research D) the same process as domestic researchers E) personal interviews

Answer: A Diff: 2 Type: MC Page Ref: 182-183 Skill: Application

22) Of the following combinations, managers would be most likely to start with ________ research and later follow with ________ research. A) exploratory: causal B) descriptive: causal C) descriptive: exploratory D) causal: descriptive E) causal: exploratory

Answer: A Diff: 3 Page Ref: 107 Skill: Concept

23) Of the following combinations, managers would be most likely to start with ________ research and later follow with ________ research. A) exploratory; causal B) descriptive; causal C) descriptive; exploratory D) causal; descriptive E) causal; exploratory

Answer: A Diff: 3 Type: MC Page Ref: 163 Skill: Concept Objective: 5-3

7) Marketers must weigh carefully the costs of additional information against the ________ resulting from it. A) organization B) benefits C) creativity D) ethical issues E) cost

Answer: B Diff: 1 Page Ref: 103 Skill: Concept

10) ________ is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment. A) Marketing data B) Marketing intelligence C) Sales management D) Customer intelligence E) Competitive intelligence

Answer: B Diff: 1 Page Ref: 104 Skill: Concept

17) ________ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization. A) The marketing information system B) Marketing research C) Exploratory research D) Observational research E) Causal research

Answer: B Diff: 1 Page Ref: 106 Skill: Concept

46) Marketing researchers usually draw conclusions about large groups of consumers by studying a small ________ of the total consumer population. A) group B) sample C) population D) target group E) audience

Answer: B Diff: 1 Page Ref: 116 Skill: Concept

4) ________ means having fresh understandings of customers and the marketplace derived from marketing information, which form the basis of customer value and relationships. A) A marketing information system B) Customer insight C) An internal database D) Secondary data E) A focus group

Answer: B Diff: 1 Type: MC Page Ref: 157 Skill: Concept Objective: 5-1

11) ________ is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment. A) Marketing data B) Competitive Marketing intelligence C) Sales management D) Customer intelligence E) Competitive intelligence

Answer: B Diff: 1 Type: MC Page Ref: 161 Skill: Concept Objective: 5-2

18) ________ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization. A) The marketing information system B) Marketing research C) Exploratory research D) Observational research E) Causal research

Answer: B Diff: 1 Type: MC Page Ref: 163 Skill: Concept Objective: 5-3

Answer: B Diff: 1 Type: MC Page Ref: 174 Skill: Concept Objective: 5-3

18) What is the first step in the marketing research process? A) developing a marketing information system B) defining the problem and research objectives C) developing the research plan for collecting information D) implementing the research plan E) interpreting data and deciding on type of research

Answer: B Diff: 2 Page Ref: 106 Skill: Concept

23) The objective of ________ research is to gather preliminary information that will help define the problem and suggest hypotheses. A) descriptive B) exploratory C) causal D) corrective E) descriptive and exploratory

Answer: B Diff: 2 Page Ref: 106 Skill: Concept AACSB: Communication

24) In the second step of the marketing research process, research objectives should be translated into specific ________. A) marketing goals B) information needs C) dollar amounts D) research methods E) information sources

Answer: B Diff: 2 Page Ref: 107 Skill: Concept

26) Information collected from online databases on the Internet is an example of ________ data. A) primary B) secondary C) observational D) experimental E) ethnographic

Answer: B Diff: 2 Page Ref: 108 Skill: Concept AACSB: Use of IT

30) For secondary data to be useful to marketers, it must be relevant, current, unbiased, and ________. A) complete B) accurate C) inexpensive D) collected before secondary data E) experimental

Answer: B Diff: 2 Page Ref: 110 Skill: Concept

32) Ethnographic research ________. A) comes from traditional focus groups B) is gathered where people live and work C) provides secondary data D) is most popular in the service sector E) provides data to marketers when observation is impossible

Answer: B Diff: 2 Page Ref: 111 Skill: Concept AACSB: Communication

37) Experimental research is best suited for gathering ________ information. A) exploratory B) causal C) attitudinal D) interactive E) descriptive

Answer: B Diff: 2 Page Ref: 111 Skill: Concept AACSB: Communication

42) Focus group interviewing has become one of the major marketing research tools for getting insight into consumer thoughts and feelings. However, if the sample size is small, a researcher would be most concerned about which of the following? A) finding a representative sample B) generalizing from the results C) administering the questions D) orchestrating cooperation among participants E) finding enough secondary data to support the findings

Answer: B Diff: 2 Page Ref: 113 Skill: Concept AACSB: Communication

43) Which of the following is a disadvantage of online focus groups? A) Participants must be in a central location. B) The Internet format can restrict respondents' expressiveness. C) Results take longer to tabulate and analyze. D) The cost of online focus groups is greater than that of most other qualitative research methods. E) The format of focus groups can be varied.

Answer: B Diff: 2 Page Ref: 115 Skill: Concept AACSB: Use of IT

49) What are the two main types of research instruments used to collect primary data? A) surveys and samples B) questionnaires and mechanical devices C) focus groups and online databases D) online panels and experiments E) personal interviews and online focus groups

Answer: B Diff: 2 Page Ref: 118 Skill: Concept

56) Which of the following most accurately identifies the purpose of a data warehouse? A) to prioritize information B) to integrate information a company already has C) to interpret data D) to analyze data E) to identify and discard old data

Answer: B Diff: 2 Page Ref: 121 Skill: Concept AACSB: Use of IT

57) In CRM, findings about customers discovered through ________ techniques often lead to marketing opportunities. A) data warehousing B) data mining C) customer strategy D) customer loyalty management E) value network

Answer: B Diff: 2 Page Ref: 121 Skill: Concept AACSB: Use of IT

67) Cultural differences, especially those involving language, can add to research costs in foreign markets and can increase the ________. A) foreign trade B) risks of error C) response rate D) need for a larger sample E) reliance on primary data

Answer: B Diff: 2 Page Ref: 125 AACSB: Multicultural and Diversity

69) According to your text, what are two current major public policy and ethical issues in marketing research? A) child pornography and identifying sampling methods B) intrusions on consumer privacy and misuse of research findings C) misuse of research findings and locating valuable secondary data D) selling of personal information to other firms and online secondary data E) ethnography and the misinterpretation of it

Answer: B Diff: 2 Page Ref: 126 Skill: Concept AACSB: Ethical Reasoning

24) The objective of ________ research is to gather preliminary information that will help define the problem and suggest hypotheses. A) descriptive B) exploratory C) causal D) corrective E) descriptive and exploratory

Answer: B Diff: 2 Type: MC Page Ref: 163 Skill: Concept Objective: 5-3

27) Information collected from online databases on the Internet is an example of ________ data. A) primary B) secondary C) observational D) experimental E) ethnographic

Answer: B Diff: 2 Type: MC Page Ref: 165 Skill: Concept Objective: 5-3

31) For secondary data to be useful to marketers, it must be relevant, current, unbiased, and ________. A) complete B) accurate C) inexpensive D) collected before secondary data E) experimental

Answer: B Diff: 2 Type: MC Page Ref: 166 Skill: Concept Objective: 5-3

92) Juanita Petino operates a dress shop in a suburban mall. Her research budget is very small, so she uses low-cost or no-cost methods to gather research data. One method that works very well for her is changing the themes in her local newspaper and radio advertising and watching the result. Juanita is using ________ to gather data for marketing decisions. A) informal surveys B) observation C) guess work D) logic-directed research E) secondary sources

Answer: B Diff: 2 Type: MC Page Ref: 166,182 Skill: Application Objective: 5-5

33) Ethnographic research ________. A) comes from traditional focus groups B) is gathered in consumers in their natural habitat (where people live and work) C) provides secondary data D) is most popular in the service sector E) provides data to marketers when observation is impossible

Answer: B Diff: 2 Type: MC Page Ref: 167 Skill: Concept Objective: 5-3

38) Experimental research is best suited for gathering ________ information. A) exploratory B) causal C) attitudinal D) interactive E) descriptive

Answer: B Diff: 2 Type: MC Page Ref: 168 Skill: Concept Objective: 5-3

43) Focus group interviewing has become one of the major marketing research tools for getting insight into consumer thoughts and feelings. However, if the sample size is small, a researcher would be most concerned about which of the following? A) finding a representative sample B) generalizing from the results C) administering the questions D) orchestrating cooperation among participants E) finding enough secondary data to support the findings

Answer: B Diff: 2 Type: MC Page Ref: 169 Skill: Concept Objective: 5-3

44) Which of the following is a disadvantage of online focus groups? A) Participants must be in a central location. B) The Internet format can restrict respondents' expressiveness. C) Results take longer to tabulate and analyze. D) The cost of online focus groups is greater than that of most other qualitative research methods. E) The format of focus groups can be varied.

Answer: B Diff: 2 Type: MC Page Ref: 171-172 Skill: Concept Objective: 5-3

25) In the second step of the marketing research process, research objectives should be translated into specific ________. A) marketing goals B) information needs C) dollar amounts D) research methods E) information sources

Answer: B Diff: 2 Type: MC Page Ref: 4 Skill: Concept Objective: 5-3

33) Which of the following is true of ethnographic research? A) It is conducted within traditional focus groups. B) It provides fresher and better insight into customer behavior than traditional approaches do. C) It provides researchers with secondary data. D) It is most popular in the service sector. E) It is a research option when observation is not possible.

Answer: B Diff: 3 Page Ref: 111 Skill: Concept

34) Which of the following is true of ethnographic research? A) It is conducted within traditional focus groups. B) It provides a window into customers' unconscious actions and unexpressed needs and feelings. C) It provides researchers with secondary data. D) It is most popular in the service sector. E) It is a research option when observation is not possible.

Answer: B Diff: 3 Type: MC Page Ref: 167 Skill: Concept Objective: 5-3

3) A marketing information system (MIS) consists of people and procedures to assess information needs, ________, and help decision makers analyze and use the information. A) experiment to develop information B) test market the information C) develop the needed information D) critique the needed information E) compare the needed information

Answer: C Diff: 1 Page Ref: 102 Skill: Concept AACSB: Communication

25) Secondary data consists of information ________. A) that already exists somewhere but is outdated B) that does not currently exist in an organized form C) that already exists somewhere but was collected for another purpose D) that is used by competitors E) that the researcher can only obtain through surveys and observation

Answer: C Diff: 1 Page Ref: 108 Skill: Concept AACSB: Communication

50) The most common research instrument used is the ________. A) mechanical device B) live interviewer C) questionnaire D) telephone interviewer E) moderator

Answer: C Diff: 1 Page Ref: 118 Skill: Concept

2) To create value for customers and build meaningful relationships with them, marketers must ultimately ________. A) perform thorough ethnographic research B) implement marketing intelligence C) gain a deep understanding of customers' needs and wants D) provide attractive promotions E) make consumers loyal

Answer: C Diff: 1 Type: MC Page Ref: 157 Skill: Concept Objective: 5-1

26) Secondary data consists of information ________. A) that already exists somewhere but is outdated B) that does not currently exist in an organized form C) that already exists somewhere but was collected for another purpose D) that is gathered by competitors E) that the researcher can only obtain through surveys and observation

Answer: C Diff: 1 Type: MC Page Ref: 165 Skill: Concept Objective: 5-3

6) A good MIS balances the information users would ________ against what they really ________ and what is ________. A) need: like: feasible B) like: can afford: needed C) like to have: need: feasible to offer D) need: can afford: useful E) use: have to use: available

Answer: C Diff: 2 Page Ref: 103 Skill: Concept AACSB: Communication

8) Four common sources of internal data supplied to internal databases include the accounting department, operations, the sales force, and the ________. A) owners B) stockholders C) marketing department D) competition E) Web

Answer: C Diff: 2 Page Ref: 103 Skill: Concept AACSB: Communication

19) Your colleague is confused about using the marketing research process, as he knows that something is wrong but is not sure of the specific causes to investigate. He seems to be having problems with ________, which is often the hardest step to take. A) developing the research plan B) determining a research approach C) defining the problem and research objectives D) selecting a research agency to help E) C and D

Answer: C Diff: 2 Page Ref: 106 Skill: Concept

27) Which form of data below can usually be obtained more quickly and at a lower cost than the others? A) primary B) survey research C) secondary D) experimental research E) observational research

Answer: C Diff: 2 Page Ref: 108 Skill: Concept AACSB: Analytic Skills

28) It is most accurate to say that secondary data are ________. A) collected mostly via surveys B) expensive to obtain C) not always very usable D) never purchased from outside suppliers E) always necessary to support primary data

Answer: C Diff: 2 Page Ref: 108-110 Skill: Concept

40) Which of the following contact methods is generally the least flexible? A) telephone interviewing B) personal interviewing C) mail questionnaires D) online surveys E) online panels

Answer: C Diff: 2 Page Ref: 112 Skill: Concept AACSB: Communication

52) After a research instrument is selected, the next step in the marketing research process is ________. A) selecting a sampling method B) interpreting the findings C) implementing the research plan D) collecting secondary data E) selecting a research approach

Answer: C Diff: 2 Page Ref: 120 Skill: Concept

54) Typically, customer information is buried deep in separate databases, plans, and records of many different company functions and departments. To overcome such problems, which of the following should you try? A) customer satisfaction measurement B) more sophisticated software C) customer relationship management D) a marketing information system E) decreased marketing intelligence

Answer: C Diff: 2 Page Ref: 121 Skill: Concept AACSB: Use of IT

62) Small organizations can obtain, with minimal effort and cost, most of which type of data available to large businesses? A) experimental B) observational C) secondary D) primary E) ethnographic

Answer: C Diff: 2 Page Ref: 124 Skill: Concept

72) Consumers are most likely to willingly provide research information when researchers provide which of the following? A) coupons B) social network membership C) value for the exchange D) prizes E) rebates

Answer: C Diff: 2 Page Ref: 129

74) Many major companies have created the position of ________ to address concerns about the privacy of customers. A) chief customer loyalty manager B) chief behavioral analyst C) chief privacy officer D) ethics manager E) data warehouse manager

Answer: C Diff: 2 Page Ref: 129 Skill: Concept AACSB: Ethical Reasoning

7) A good MIS balances the information users would ________ against what they really ________ and what is ________. A) need; like; feasible B) like; can afford; needed C) like to have; need; feasible to offer D) need; can afford; useful E) use; have to use; available

Answer: C Diff: 2 Type: MC Page Ref: 159 Skill: Concept Objective: 5-2

77) Your marketing department is attempting to improve strategic decision making, track competitors' actions, and provide early warning of opportunities and threats. To achieve this goal, which of the following would be the best for your department to use? A) internal databases B) external databases C) marketing intelligence D) the Internet E) company reports only

Answer: C Diff: 2 Type: MC Page Ref: 161 Skill: Application Objective: 5-2

79) You are about to test the hypothesis that sales of your product will increase at a very similar rate at either a $5 drop in unit price or a $7 drop in unit price. You are involved in what type of research? A) exploratory B) descriptive C) causal D) focus group E) ethnographic

Answer: C Diff: 2 Type: MC Page Ref: 163 Skill: Application Objective: 5-3

20) Your colleagues are confused about using the marketing research process, as they know that something is wrong but are not sure of the specific causes to investigate. They seem to be having problems with ________, which is often the hardest step to take. A) developing the research plan B) determining a research approach C) defining the problem and research objectives D) selecting a research agency to help E) C and D

Answer: C Diff: 2 Type: MC Page Ref: 163 Skill: Concept Objective: 5-3

28) Which form of data below can usually be obtained more quickly and at a lower cost than the others? A) primary B) survey research C) secondary D) experimental research E) observational research

Answer: C Diff: 2 Type: MC Page Ref: 166 Skill: Concept Objective: 5-3

29) It is most accurate to say that secondary data are ________. A) collected mostly via surveys B) expensive to obtain C) not always usable D) never purchased from outside suppliers E) always necessary to support primary data

Answer: C Diff: 2 Type: MC Page Ref: 166 Skill: Concept Objective: 5-3

41) Which of the following contact methods generally has poor flexibility? A) telephone interviewing B) personal interviewing C) mail questionnaires D) online surveys E) online panels

Answer: C Diff: 2 Type: MC Page Ref: 168-169 Skill: Concept Objective: 5-3

82) Nathan Eguakun owns a regional chain of drug stores. Before expanding nationwide, Nathan is conducting marketing research to determine the best options for opening new stores. He plans to start by collecting secondary data. Which of the following is a source of primary data that Nathan might use? A) Yankelovich's Monitor B) commercial online databases C) online questionnaires D) web search engines E) local chambers of commerce

Answer: C Diff: 2 Type: MC Page Ref: 170-171 Skill: Application Objective: 5-3

86) Tasoula Jeannopoulos has a limited budget for the market research she needs to conduct; however, the sample size for her research is quite large. Which of the following methods of contact would provide Tasoula with the most cost-effective way to reach a large sample of potential customers? A) telephone surveys B) personal interviews C) Internet surveys D) mail surveys E) focus group interviews

Answer: C Diff: 2 Type: MC Page Ref: 170-171 Skill: Application Objective: 5-3

55) Typically, customer information is buried deep in separate databases, plans, and records of many different company functions and departments. To overcome such problems, which of the following should you try? A) customer satisfaction measurement B) more sophisticated software C) customer relationship management D) a marketing information system E) decreased marketing intelligence

Answer: C Diff: 2 Type: MC Page Ref: 178 Skill: Concept Objective: 5-4

65) The availability of which of the following is most problematic in international marketing research? A) primary data B) research specialists C) secondary data D) intelligence limitations E) consumers willing to answer surveys

Answer: C Diff: 2 Type: MC Page Ref: 182 Skill: Concept Objective: 5-5

83) Walmart sends a trained observer to watch and interact with customers as they shop in a Walmart store. This is an example of ________. A) secondary research B) survey research C) ethnographic research D) experimental research E) descriptive research

Answer: C Diff: 3 Type: MC Page Ref: 167 Skill: Application Objective: 5-3

39) ABC Company has decided to use mail questionnaires to collect data. Management recognizes this method has the following advantage. A) flexibility B) speed of data collection C) control of interviewer effects D) response rate E) control of subject

Answer: C Diff: 3 Type: MC Page Ref: 168-169 Skill: Concept Objective: 5-3

9) Marketing information from which type of database usually can be accessed more quickly and cheaply than other information sources? A) external B) LexisNexis C) DataStar D) internal E) ProQuest

Answer: D Diff: 1 Page Ref: 104 Skill: Concept AACSB: Use of IT

36) Survey research is least likely to be conducted through which of the following? A) the Web B) the mail C) the telephone D) observation E) person-to-person interactions

Answer: D Diff: 1 Page Ref: 111 Skill: Concept AACSB: Communication

63) You have been asked to locate secondary data for your small organization's research needs. Which of the following is NOT a common source for this type of research? A) competitors' Web sites B) the U.S. Small Business Administration C) the U.S. Census Bureau D) online surveys E) the local Chamber of Commerce

Answer: D Diff: 1 Page Ref: 124 Skill: Concept

70) Choose the statement that is NOT a typical consumer concern about intrusion on consumer privacy. A) Sophisticated researchers probe our deepest feelings. B) Marketers use personal information to manipulate our buying. C) Marketers build huge databases full of personal information. D) Marketers make too many products and services available, creating unnecessary consumer wants. E) Protecting personal information is increasingly important.

Answer: D Diff: 1 Page Ref: 126 Skill: Concept AACSB: Ethical Reasoning

73) The best approach for researchers to take to guard consumer privacy includes all of the following EXCEPT which one? A) Ask only for the information needed. B) Use information responsibly to provide value. C) Avoid sharing information without the customer's permission. D) Sell the information only when it is financially worthwhile. E) Fully explain to the respondents how the information will be used.

Answer: D Diff: 1 Page Ref: 129 Skill: Concept AACSB: Ethical Reasoning

76) Diana Dion is currently researching electronic data sources from within her company to make marketing decisions. Diana is making use of ________ databases. A) external B) current C) historical D) internal E) foreign

Answer: D Diff: 1 Type: MC Page Ref: 160 Skill: Application Objective: 5-2

10) Marketing information from which type of database usually can be accessed more quickly and cheaply than other information sources? A) external B) LexisNexis C) DataStar D) internal E) ProQuest

Answer: D Diff: 1 Type: MC Page Ref: 160 Skill: Concept Objective: 5-2

37) A poor method for conducting survey research is ________. A) the Web B) the mail C) the telephone D) observation E) person-to-person interactions

Answer: D Diff: 1 Type: MC Page Ref: 168 Skill: Concept Objective: 5-3

4) The real value of a company's marketing research and information system lies in the ________. A) amount of data it generates B) variety of contact methods it uses C) efficiency with which it completes studies D) quality of customer insights it provides E) marketing information system it follows

Answer: D Diff: 2 Page Ref: 102 Skill: Concept AACSB: Communication

11) Which of the following statements regarding marketing intelligence is true? A) Marketing intelligence is privately held information. B) The advantage of using competitive intelligence is negligible. C) All marketing intelligence is free. D) Marketing intelligence is publicly available information. E) Marketing intelligence gathering is more focused on gaining insights into consumer activities than competitors' activities.

Answer: D Diff: 2 Page Ref: 104 Skill: Concept

12) Which of the following is NOT considered a source of marketing intelligence? A) suppliers B) resellers C) key customers D) causal research E) activities of competitors

Answer: D Diff: 2 Page Ref: 105 Skill: Concept

13) Which of the following is NOT a potential source for marketing intelligence? A) competitors' garbage B) competitors' products C) competitors' sales data published in annual reports D) primary data E) discussions with purchasing agents

Answer: D Diff: 2 Page Ref: 105 Skill: Concept

15) Which of the following is an example of a free online database that a company could access in order to develop marketing intelligence? A) LexisNexis B) Hoover's C) Dialog D) U.S. Security and Exchange Commission's database E) ProQuest

Answer: D Diff: 2 Page Ref: 105 Skill: Concept AACSB: Use of IT

20) Which of the steps in the marketing research process has been left out of the following list: defining the problems and research objectives, implementing the research plan, and interpreting and reporting the findings? A) developing the research budget B) choosing the research agency C) choosing the research method D) developing the research plan E) comparing and contrasting primary and secondary data

Answer: D Diff: 2 Page Ref: 106 Skill: Concept

29) Your assistant wants to use secondary data exclusively for the current marketing research project. You advise him that the use of secondary data has some potential problems. Which of the following is NOT one of them? A) It may not exist. B) It may not be relevant. C) It may not be impartial. D) It is generally more expensive to obtain than primary data. E) It may not be current.

Answer: D Diff: 2 Page Ref: 108-110 Skill: Concept

34) Survey research, though used to obtain many kinds of information in a variety of situations, is the approach best suited for gathering ________ information. A) interpersonal B) causal C) attitudinal D) descriptive E) exploratory

Answer: D Diff: 2 Page Ref: 111 Skill: Concept AACSB: Communication

45) Which of the following has the highest rating for speed of data collection and compilation? A) open-ended questionnaires B) personal interviews C) mail surveys D) online surveys E) ethnographic research

Answer: D Diff: 2 Page Ref: 112 Skill: Concept AACSB: Use of IT

44) Which of the following is NOT an advantage of Web-based research? A) speed B) low costs C) almost instantaneous results D) control over who respondents are E) ease of administration

Answer: D Diff: 2 Page Ref: 116 Skill: Concept AACSB: Use of IT

55) Which of the following is true about customer relationship management (CRM)? A) It relies on information produced through primary research. B) Its aim is to maximize profit margins. C) Its aim is to increase the efficiency of each customer touchpoint. D) Its aim is to maximize customer loyalty. E) Most companies who first implemented CRM have greatly benefited from the results.

Answer: D Diff: 2 Page Ref: 121 Skill: Concept AACSB: Use of IT

58) A successful CRM program can be expected to help a company achieve all of the following EXCEPT ________. A) providing higher levels of customer service B) developing deeper customer relationships C) creating offers tailored to specific customer requirements D) understanding competition better E) understanding how to better build the marketing mix

Answer: D Diff: 2 Page Ref: 122 Skill: Concept

68) Anna Gregory just completed reading a marketing research report about the top 25 countries that purchase American products. What would the report most likely say about international research within these countries? A) It is on the decrease due to high costs. B) The costs are higher than the benefits. C) There is a lack of qualified research personnel. D) Despite the costs of international research, the costs of not doing it are higher. E) Interpretations of American quality are consistent among different countries.

Answer: D Diff: 2 Page Ref: 126 Skill: Concept

75) To address concerns about the misuse of research study findings, several highly regarded marketing associations have developed ________. A) customer relationship management guidelines B) behavior targeting "Do Not Track" lists C) chief privacy officer job descriptions D) codes of research ethics E) bans against using "cookies"

Answer: D Diff: 2 Page Ref: 129 Skill: Concept AACSB: Ethical Reasoning

5) The real value of a company's marketing research and information system lies in the ________. A) amount of data it generates B) variety of contact methods it uses C) efficiency with which it completes studies D) quality of customer insights it provides E) marketing information system it follows

Answer: D Diff: 2 Type: MC Page Ref: 158 Skill: Concept Objective: 5-1

19) Which of the following is false about marketing research? A) Marketing research provides marketers insight into customers' motivations. B) Marketing research helps marketers identify customer purchase behaviours and satisfaction. C) Marketing research helps marketers assess product market potential. D) Marketing research provides immediate revenue for the firm. E) Marketing research enables marketers see the effectiveness of their promotion activities.

Answer: D Diff: 2 Type: MC Page Ref: 163 Skill: Concept Objective: 5-3

21) Which of the steps in the marketing research process includes the following: defining the problems and research objectives, implementing the research plan, and interpreting and reporting the findings? A) developing the research budget B) choosing the research agency C) choosing the research method D) developing the research plan E) comparing and contrasting primary and secondary data

Answer: D Diff: 2 Type: MC Page Ref: 164 Skill: Concept Objective: 5-3

30) Your assistant wants to use secondary data exclusively for the current marketing research project. Which of the following statements is false regarding secondary data? A) It may not exist. B) It may not be relevant. C) It may not be impartial. D) It is generally more expensive to obtain than primary data. E) It may not be current.

Answer: D Diff: 2 Type: MC Page Ref: 166 Skill: Concept Objective: 5-3

84) Wendy's came out with a new hamburger and released it in two different cities with two different price points. Marketers at Wendy's then analyzed the different levels of purchase made at the two different price points, planning on using the information to set a nationwide price for the new offering. This is an example of ________. A) observational research B) survey research C) ethnographic research D) experimental research E) descriptive research

Answer: D Diff: 2 Type: MC Page Ref: 168 Skill: Application Objective: 5-3

35) Survey research, though used to obtain many kinds of information in a variety of situations, is the approach best suited for gathering ________ information. A) interpersonal B) causal C) attitudinal D) descriptive E) exploratory

Answer: D Diff: 2 Type: MC Page Ref: 168 Skill: Concept Objective: 5-3

40) Which of the following is one of the best advantages of conducting research using telephone interviews? A) control of sample B) flexibility C) speed of data collection D) response rate E) cost

Answer: D Diff: 2 Type: MC Page Ref: 168-169 Skill: Concept Objective: 5-3

Answer: D Diff: 2 Type: MC Page Ref: 170 Skill: Concept Objective: 5-3

56) Which of the following is true about customer relationship management (CRM)? A) It relies on information produced through primary research. B) Its aim is to maximize profit margins. C) Its aim is to increase the efficiency of each customer touchpoint. D) Its aim is to maximize customer loyalty. E) Most companies who first implemented CRM have greatly benefited from the results.

Answer: D Diff: 2 Type: MC Page Ref: 178 Skill: Concept Objective: 5-4

47) You generally need to ask three questions when developing a sampling plan. Which of the questions below is one of these three? A) Who should be left out of the sample (sampling exclusion)? B) How should we contact the sample (sampling approach)? C) Why should respondents be selected (sampling justification)? D) How should participants be chosen (sampling procedure)? E) none of the above

Answer: D Diff: 3 Page Ref: 116 Skill: Concept

71) Behavioral targeting, the practice of ________, is being used by more and more companies. A) tracking customers' activities and rewarding customer loyalty B) managing customer relationships C) mining and analyzing data from data warehouses D) tracking consumers' online movements and using this information to target ads to them E) observing and interacting with consumers in their natural environments

Answer: D Diff: 3 Page Ref: 127 Skill: Concept AACSB: Use of IT

Answer: D Diff: 3 Type: MC Page Ref: 175 Skill: Concept Objective: 5-3

2) Which of the following statements is NOT true regarding information collected by marketers? A) Managers lack information of the right kind. B) Most managers do not need more information. C) Most managers need better information. D) Many managers are burdened by data overload. E) Managers have the right information and they have enough of it.

Answer: E Diff: 1 Page Ref: 101 Skill: Concept AACSB: Communication

14) Through which of these sources of information is a competitor least likely to reveal intelligence information? A) annual reports B) trade show exhibits C) Web pages D) press releases E) internal marketing meetings

Answer: E Diff: 1 Page Ref: 105 Skill: Concept AACSB: Communication

66) What do many researchers encounter when conducting market research in foreign countries? A) Some countries have few telephones, limiting access to respondents. B) Some countries have poor mail services. C) Some countries have poor roads that limit personal contacts. D) Some cultures may not value marketing research. E) all of the above

Answer: E Diff: 1 Page Ref: 125 Skill: Concept AACSB: Multicultural and Diversity

64) You have been asked to locate secondary data for your small organization's research needs. Which of the following is a common source for this type of research? A) third party research companies B) the Canadian Small Business Administration C) the Canadian Census Bureau D) online surveys E) Statistics Canada

Answer: E Diff: 1 Type: MC Page Ref: 182 Skill: Concept Objective: 5-5

5) The marketing information system can serve ________. A) the company's marketing managers B) suppliers C) resellers D) marketing services agencies E) all of the above

Answer: E Diff: 2 Page Ref: 102 Skill: Concept

59) Marketing information is only valuable when it is used to ________. A) simplify management's job B) identify a target market C) please shareholders D) increase efficiencies in the supply chain E) make better marketing decisions

Answer: E Diff: 2 Page Ref: 122 Skill: Concept

80) What type of research would be best suited for identifying which demographic groups prefer diet soft drinks and why they have this preference? A) observational research B) focus group research C) ethnographic research D) experimental research E) descriptive research

Answer: E Diff: 2 Type: MC Page Ref: 163 Skill: Application Objective: 5-3

81) You want to observe how often consumers listen to music throughout their day and what different audio devices they use. You are also interested in how consumers store and access their own music collections. You should conduct ________ research. A) causal B) experimental C) secondary D) survey E) exploratory

Answer: E Diff: 2 Type: MC Page Ref: 163 Skill: Application Objective: 5-3

60) Marketing information is only valuable when it is used to ________. A) simplify management's job B) identify a target market C) please shareholders D) increase efficiencies in the supply chain E) gain customer insights relevant to making better marketing decisions

Answer: E Diff: 2 Type: MC Page Ref: 180 Skill: Concept Objective: 5-4

63) Small organizations can effectively obtain and use (with minimal effort and cost) the following types of data, except ________. A) experimental data B) observational data C) secondary data D) online data E) ethnographic data

Answer: E Diff: 2 Type: MC Page Ref: 182 Skill: Concept Objective: 5-5

53) AMF Research Group must guard against problems during the implementation phase of marketing research for its clients. Which of the following is NOT a problem that should be anticipated during this phase? A) ensuring the accuracy of the collected data B) respondents who give biased

Answers C) interviewers who make mistakes or take shortcuts D) interpreting and reporting the findings E) ensuring the completeness of the collected data ; Answer: D Diff: 3 Page Ref: 120 Skill: Concept

38) ABC Company has decided to use mail questionnaires to collect data. Management recognizes this method has all the following advantages EXCEPT which one? A) low cost per respondent B) more honest

Answers may be given C) has an average response rate D) has no interviewer to bias respondents' ; Answers E) can collect large amounts of information ; Answer: C Diff: 3 Page Ref: 112 Skill: Concept AACSB: Communication

Which subcultural market segment is the most affluent demographic segment? (CH5)

Asians Americans

Wayne Industries is building a new prototype riding lawnmower especially for women. The marketing strategy for the product has been developed and presented. The lawnmower is now being tested rigorously. This step will ensure that the product meets all the CPSC product specifications and leaves little chance for any product liability issues. Which of the following statements is true with regard to the current stage of product development that the lawnmower is in?

At this stage, the functional features and the intended psychological characteristics are combined.

American Honda purchases over $20 billion worth of auto parts and materials every year. ________ are key players in the company's success. A) Wholesalers B) Suppliers C) Physical distribution firms D) Media firms E) Retailers

Demographic, economic, natural, technological, political, and cultural forces form the ________ of an organization. A) supply chain B) macroenvironment C) marketing intermediary network D) internal environment E) microenvironment

JJ Distributors Ltd. buys electronic products from manufacturers for wholesale and sells them to various retail outlets. To which of the following markets does JJ Distributors Ltd. directly cater? A) business markets B) reseller markets C) manufacturer markets D) supplier markets E) consumer markets

Secure is a financial services and insurance company. The company's most profitable division is one that sells the Secure Future Plan. The Secure Future Plan targets customers who are entering retirement and want long-term savings so they can remain financially independent in the later years of their life. The marketing team at Secure has most likely targeted the plan at ________. A) Millennials B) baby boomers C) Generation Xers D) Generation Zers E) the Lost Generation

Which generational group is characterized as the most educated and the least materialistic? A) baby boomer B) Generation X C) Millennial D) Generation Z E) Lost Generation

________ is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics. A) Sociobiology B) Demography C) Behavioral ecology D) Environmental studies E) Political science

B) Demography

Which of the following is a disadvantage of online focus groups? A) It requires participants to assemble at a central location. B) Determining the identity of people who constitute an online sample is difficult. C) When compared to other methods, it takes a longer time to tabulate and analyze the results. D) The cost of conducting online focus groups is greater than most other qualitative methods. E) It is difficult to access people and events across different time zones using online focus groups.

B) Determining the identity of people who constitute an online sample is difficult.

Which generational group is most likely less materialistic when compared with other groups? A) Generation Z B) Generation X C) baby boomer D) Millennial E) the Lost Generation

B) Generation X

________ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization. A) Test marketing B) Marketing research C) Commercialization D) Integrated marketing E) Exclusive distribution

B) Marketing research

________ provide the resources needed by a company to produce its goods and services. A) Wholesalers B) Suppliers C) Physical distribution firms D) Media firms E) Retailers

B) Suppliers

Which of the following is most likely a true statement about generational groups in the United States? A) The Millennials account for nearly half of all discretionary consumer spending in the United States. B) The Generation Xers are the most educated generation to date. C) The baby boomers comprise the poorest segment of the population. D) The Generation Xers form the largest segment of the population. E) The Millennials are the most financially secure generation.

B) The Generation Xers are the most educated generation to date.

Which of the following is most likely a characteristic of firms that adopt a reactive approach toward the marketing environment? A) They develop strategies to change the marketing environment. B) They take advantage of the opportunities provided by the environment. C) They take aggressive actions to affect the marketing environment. D) They view the marketing environment as a controllable element. E) They do not accept the marketing environment as it is.

B) They take advantage of the opportunities provided by the environment.

Experimental research is best suited for gathering ________ information. A) exploratory B) causal C) ethnographic D) interactive E) descriptive

B) causal

Ursa Martin, a book publisher, has decided to work with Hope in Children, a charity foundation that helps feed and educate children in poor countries. Ursa Martin has decided that a percentage of revenue from every book it sells will go to the charity. The books are marketed by conveying this message to customers. Which of the following marketing techniques describes Ursa Martin's association with Hope in Children? A) joint venture marketing B) cause-related marketing C) niche marketing D) green marketing E) test marketing

B) cause-related marketing

Ethnographic research is ________. A) a standard analysis of publicly available information B) conducted in settings where people live and work C) an approach that provides only secondary data D) most feasible when customers live in distant locations E) used by marketers seeking quantitative data

B) conducted in settings where people live and work

Subsistence economies are best defined as economies that ________. A) constitute rich markets for many different kinds of goods and services B) consume most of their own agricultural output and offer few market opportunities C) offer outstanding marketing opportunities for innovative technological products D) offer huge marketing opportunities for industrial goods E) export all their agricultural and industrial products

B) consume most of their own agricultural output and offer few market opportunities

In CRM, ________ is the technique that helps researchers sift through mounds of detailed customer information and dig out interesting findings about customers. A) value marketing B) data mining C) test marketing D) neuromarketing E) serial processing

B) data mining

What is the first step in the marketing research process? A) developing a marketing information system B) defining the problem and research objectives C) developing a research plan for collecting information D) implementing the research plan E) interpreting data and providing a report

B) defining the problem and research objectives

Which of the following is the second step of the marketing research process? A) reporting the research findings B) developing the research plan C) implementing the research plan D) defining the research problem E) defining the research objectives

B) developing the research plan

Jeff is in the process of buying a new car. He is carefully analyzing the features he wants from the car, and perceives significant differences in price, quality, and features among his three favorite models. Jeff's next step is most likely to be ________. A) postpurchase behavior B) evaluation of alternatives C) opinion leadership D) need recognition E) purchase decision

B) evaluation of alternatives

The objective of ________ research is to gather preliminary information that will help define the problem and suggest hypotheses. A) descriptive B) exploratory C) causal D) corrective E) experimental

B) exploratory

Which of the following has resulted from the increased educational levels of the U.S. population? A) lower acceptance of technological changes B) greater job growth for professional workers C) higher number of manufacturing jobs D) lower mobility of the U.S. population E) lower number of women in the workforce

B) greater job growth for professional workers

Which of the following represents a change in the technological environment of a marketing firm? A) increased use of cause-related marketing B) increased use of RFID systems to track products C) increased need to comply with environmental regulations D) increased use of value marketing techniques and promotions E) increased need to engage in mass marketing over market segmentation

B) increased use of RFID systems to track products

B) macroenvironment

One of the demographic trends seen in the United States over the last few decades is the decrease in the proportion of ________. A) professional workers B) manufacturing workers C) white-collar workers D) telecommuters E) female employees

B) manufacturing workers

Harmon, a nationwide department store, uses checkout scanners to record shoppers' purchases. Which term best describes Harmon's checkout scanners? A) nonprobability sampling tool B) mechanical instrument C) neuromarketing tool D) touch point device E) CRM system

B) mechanical instrument

Fargo Inc. is a carbonated beverage manufacturer that has many manufacturing plants around the world. It is planning to shift from using thermal power to wind power for its manufacturing plants in the Netherlands to decrease dependency on nonrenewable sources of energy. This scenario depicts Fargo's concern for its ________ environment. A) economic B) natural C) demographic D) political E) cultural

B) natural

Ethnographic research essentially involves ________. A) experimental manipulation B) observation and interaction C) neuromarketing techniques D) mechanical devices E) online tools and surveys

B) observation and interaction

What are the two main types of research instruments used to collect primary data? A) observation scales and personal interviews B) questionnaires and mechanical devices C) focus groups and mechanical devices D) focus groups and questionnaires E) personal interviews and online focus groups

B) questionnaires and mechanical devices

B) reseller markets

Information collected from online databases on the Internet is an example of ________ data. A) primary B) secondary C) first-hand D) experimental E) ethnographic

B) secondary

An ethical concern about companies that use online marketing techniques and involve consumer information in the process is that these companies ________. A) fail to provide value-priced products for online customers B) track, share, and misuse browsing details of unknowing customers C) provide too many alternative products online which confuse customers D) rarely follow the marketing orientation when devising promotional offers online E) fail to reach their target customers through online marketing

B) track, share, and misuse browsing details of unknowing customers

Haryy's caters to the clothing needs of men, manufacturing two different lines of fashion based on the purchasing power of its customers. One product line caters to the needs of affluent, middle-aged men, and the other line targets younger, up-and-coming professionals. Harry's most likely segments the consumer market based on ______ variables.

Behavioral

Marketing managers, overloaded with data and often overwhelmed by it, face the issue of ________, which refer(s) to the huge and complex data sets generated by today's sophisticated information technologies (CH4)

Big Data

The marketer wants to understand how the stimuli are changed into responses inside the consumers ____ , which has 2 parts.

Black box

Which of the following terms is used to describe a specific mix of human traits that may be attributed to a particular brand?

Brand personality

Which of the following is true of business markets?

Business demand is derived demand as it ultimately derives from the demand for consumer goods.

A firm has a huge amount of individual customer data saved in different databases. Which of the following can be used to integrate, analyze, and apply the available information effectively? A) online market research tools B) integrated marketing systems C) CRM systems D) internal survey methods E) quality assurance tools

C) CRM systems

Which generational group consists of the kid, teen, and tween markets? A) Generation Y B) Millenial C) Generation Z D) Generation X E) Lost Generation

C) Generation Z

Erica Jenson has a limited budget to conduct a market research. Which of the following research approaches would provide Erica with the most cost-effective way to reach a large number of respondents in a short period? A) telephone surveys B) personal interviews C) Internet-based surveys D) mail surveys E) focus group interviews

C) Internet-based surveys

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 balances the information that a firm wishes to have with the information a firm actually needs. D) It goes out of its way to offer 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) It balances the information that a firm wishes to have with the information a firm actually needs.

Vincent Cosmetics decides to launch a cream with a claim that it made skin "nine times smoother." The claim is based on a study of thirty respondents who used products of other brands as well. However, a second study on a larger sample reveals only a mild correlation between the use of the cream and smoother skin. In these circumstances, which of the following is the most ethical approach that Vincent Cosmetics can follow? A) It should market the product as planned with the promotional line of "nine times smoother." B) It should modify the results of the study to depict a strong correlation. C) It should report the result as it is, or improve the product to match its claim. D) It can continue to claim a high correlation and add a tag line saying "results may vary." E) It should feature a testimonial from a satisfied user in an advertisement to support its claim.

C) It should report the result as it is, or improve the product to match its claim.

________ is a method of gathering primary data that involves asking people questions about their knowledge, attitudes, preferences, and buying behavior. A) Observational research B) Archival research C) Survey research D) Experimental research E) Causal research

C) Survey research

Vernon Inc. would like to set the best price for a new product. The firm conducts an experimental study by selling the new product at two different prices in two different locations keeping other factors constant to see if a lower price results in better sales. This is most likely an example of ________ research. A) exploratory B) descriptive C) causal D) focus group E) ethnographic

C) causal

Minority groups that question a company's marketing decisions most likely belong to ________ publics. A) general B) local C) citizen-action D) media E) financial

C) citizen-action

Kelstone Developers is planning to build a new shopping mall that would require the partial acquisition of a nearby public park. Walking Green, an environmental group, challenges the plan citing environmental destruction. In response to the demands of Walking Green, Kelstone Developers promises to build a huge park-like walkway around the mall. Walking Green is an example of a(n) ________ in this scenario. A) financial public B) government public C) citizen-action public D) internal public E) media public

C) citizen-action public

Hammond Corp. operates in the highly aggressive electronics market. The firm aims to obtain early warnings of opportunities and threats caused by the actions of other firms that are doing well in the industry. Which of the following sources would best serve Hammond's purpose? A) sales data from exclusive Hammond retailers B) archival data on company performance C) competitive marketing intelligence D) research on demographics of its existing customers E) internal survey on employee performance

C) competitive marketing intelligence

The marketing manager of Appeal Inc. has noticed a sharp decrease in sales over the last two months. The manager decides to conduct marketing research to identify potential causes for the drop in sales. Which of the following should the manager do first? A) develop a research plan B) determine a research approach C) define the problem and objectives D) select a research agency to collect data E) conduct exploratory and descriptive research

C) define the problem and objectives

A company that sells personal care products sends a trained observer to watch potential buyers in their natural environments. This is an example of ________ research. A) quantitative B) online C) ethnographic D) experimental E) archival

C) ethnographic

A market researcher wants to find the cause-and-effect relationship between using organic ingredients in food and the subsequent consumption by customers. He invites ten respondents to his research firm and asks them to taste two identical dishes. The dishes were prepared in a similar manner, but one has natural herbs for flavoring, and the other has artificial flavors. This is an example of ________. A) descriptive research B) ethnographic research C) experimental research D) online research E) exploratory research

C) experimental research

Monfax Corporation insures manufacturers, distributors, and consumers against the loss or damage of goods during transportation after a purchase or sale. In this case, Monfax is an example of a ________. A) wholesaler B) retailer C) financial intermediary D) physical distribution firm E) marketing service agency

C) financial intermediary

Which of the following is most likely categorized as a business market? A) government agencies that buy goods and services to produce public services B) individuals who buy goods and services for personal consumption C) firms that buy goods and services for further processing D) firms that buy goods and services to resell for profit E) retail outlets that buy goods and services to sell at discounted prices

C) firms that buy goods and services for further

After a research instrument is selected, the next step in the marketing research process is ________. A) selecting a sampling method B) interpreting the findings C) implementing the research plan D) drawing conclusions from the findings E) selecting a research approach

C) implementing the research plan

Which of the following contact methods is flexible, allows for explanation of difficult questions, and lends itself to demonstrating products? A) mail questionnaires B) telephone interviews C) individual interviews D) online questionnaires E) e-mail interviews

C) individual interviews

What is the last step in the marketing research process? A) developing a research plan B) determining a research approach C) interpreting the findings D) gathering internal data E) using behavioral targeting

C) interpreting the findings

The town of Genter recently witnessed a devastating hurricane that crippled the town's infrastructure. Q-Mart, a retail chain that plans to open a new retail store in Genter, organizes a program to help the people of Genter. The program consists of providing free meals to those who lost their dwellings in the hurricane. What section of the marketing microenvironment is Q-Mart most likely trying to reach? A) suppliers B) marketing intermediaries C) local publics D) competitors E) employees

C) local publics

A(n) ________ is best suited for exploratory research. A) mail survey B) questionnaire C) observation D) online survey E) focus group

C) observation

The most common research instrument, whether administered in person, by phone, by e-mail, or online, is the ________. A) mechanical device B) personal interview C) questionnaire D) telephone interview E) focus group

C) questionnaire

Which of the following marketing actions would a proactive organization most likely take? A) engaging in cause-related marketing activities B) passively accepting the marketing environment C) running advertorials to shape public opinion D) carefully monitoring the regulatory environment E) developing universally acceptable mission statements

C) running advertorials to shape public opinion

Which of the following is an example of a media public? A) community organization B) minority group C) television station D) banking institution E) federal government

C) television station

Which of the following sources constitutes the internal database of a company? A) commercial online databases B) conversations on social media C) the company's sales records D) reports sold by market research firms E) the Web

C) the company's sales records

Becca wants to buy a new coat. She asks her friends to recommend a store and/or a style of coat. She looks for sale advertisements for coats in newspapers and also visits nearby stores to check if she can find something in her budget. In this case, Becca is most likely in the ________ stage of the buyer decision process.

Information search

Organizational buying behavior also applies to certain groups of buyers beyond the traditional business. To which other entities, with special characteristics, does organizational buying apply? (CH6)

Institutional and government markets

A consumer is curious as to whether or not he would like a tablet instead of a laptop. He knows there are differences but does not really understand brand differences nor does he know the specific features of different tablets. He begins doing some online research. He is described as being in which stage of the new product adoption process? (CH5)

Interest

Which of the following is true about customer relationship management (CRM)?

Its aim is to maximize customer loyalty.

Which of the following is the right order of the four steps to design a customer-driven marketing strategy?

Market segmentation, targeting, differentiation, and positioning

Which of the following is true of mobile marketing?

Marketers use mobile channels to stimulate immediate buying.

Economic _________ is the process by which companies create value for customers and build strong customer relationships in order to capture value from customers (CH1)

Marketing

Once a marketing plan is written, the manager has to convert the plan into actions that actually accomplish the strategic marketing objectives. The process of ______________________ addresses the who, where, when, and how of the marketing plan (CH2)

Marketing Implementation

Which of the following statements regarding marketing intelligence is true?

Marketing intelligence is the systematic collection and analysis of publicly available information.

A ____________________ is a statement of the organization's purpose —what it wants to accomplish in the larger environment (CH2)

Mission Statement

Costco wants the processor of the brand of yogurt it has been selling for eight years to increase the number of units per pack from 9 to 12 and to reduce its profit margin from 14% to 12%. The buying situation would be described as which type? (CH6)

Modified rebuy

A ____ is a need that is sufficiently pressing to direct a person to seek satisfaction.

Motive

________ refers to the practice of including ethnic themes within a company's mainstream marketing.

Multicultural Marketing

When a consumer experiences a state of deprivation such as being hungry, cold, or tired, he is feeling a(n) ________ that has to be satisfied (CH1)

Need

Which business buying situation is the market's greatest opportunity and challenge?

New Task

Which of the following is an example of consumer-generated marketing?

Fun & Run, a local amusement park, promotes its services by allowing consumers to upload videos and write reviews about the park.

There are several sources of information for business marketers looking to sell to the U.S. government. Which of the following is the source that provides a complete education on the way government agencies buy, the steps that suppliers should follow, and the procurement opportunities available? (CH6)

General Services Administration (GSA)

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.

Geographic

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 ________.

Geographic location

When Pacific Fisheries groups its customers as countries by regions such as Asia, Australia or New Zealand, it is using which segmentation variable?

Geographic location

____ is the process by which people select, organize, and interpret info to form a meaningful picture of the world.

Perception

________ is the process by which people select, organize, and interpret information to form a meaningful picture of the world.

Perception

Which of the following is a difference between the marketing concept and the selling concept?

The marketing concept focuses on customer needs, whereas the selling concept focuses on existing products.

There are two steps to business portfolio planning. First, the company analyzes its current business portfolio and determines which businesses should receive more, less, or no investment. Which of the following is the second step? (CH2)

The organization must shape the future portfolio by developing strategies for growth and downsizing.

Silkskin Cosmetics is advertising its newest line of eye makeup. Made from all-natural ingredients, the products are hypoallergenic. Silkskin is selling the products in specially designed tubes that make it easier to apply to the skin. Which of the following is the core product value for Silkskin's line of eye makeup?

The possibility of having beautiful eyes.

Alice is shopping for a new car, and she has narrowed her decision to a Honda Accord and a Toyota Camry. Both sedans have similar features and prices, but Alice decides to purchase the Honda based on her intuition. Which of the following situations would most likely cause Alice to experience postpurchase dissonance?

The price of a Toyota Camry falls due to an increase in demand.

Shampoo marketers segment buyers as light, medium, or heavy product users. This is an example of ________ segmentation.

Usage rate

Because business purchases are usually more complex than consumer purchases, business buyers tend to ____ ?

Use a more formalized buying process

Before the buying firm begins the supplier search, the firm determines the specifications with help of what technique to analyze cost reduction and to determine whether the required product can be redesigned, standardized, or made by less costly methods of production? (CH6)

Value analysis

Marketing managers have in their control four variables known as the four Ps. These four variables do not include the __________ (CH2)

Portfolio

________ are the form human needs take as they are shaped by culture and individual personality.

Wants

In the process of developing marketing strategy, one of the two critical questions the manager must ask is, "What customers will we serve (what's our target market)?" Which of the following is the other question? (CH1)

What is the value proposition?

Under what circumstances would local marketing be the most effective?

When pronounced regional and local differences in demographics and lifestyles are present.

Under what circumstances might it be wise for a company to do little or no test marketing?

When the cost of developing and introducing the product are low.

The buying decision process follows several steps. How is the final step in the process identified? (CH5)

Post-purchase behavior

One type of nonbusiness organizational market is the institutional market. It includes which of the following typical buyers? (CH6)

Prisons and hospitals

Harper Farms raises chickens. For years, it has used wooden coops for hauling its poultry to market. When the owner, Jane Harper, went to reuse some of her coops, she noticed many of them could not be sufficiently cleaned for reuse and needed to be replaced. Which stage of the business buying decision process was Harper in when she decided to replace her old coops?

Problem recognition

The first step in a fairly lengthy, complex process of making a purchase in a business marketing situations is what? (CH6)

Problem recognition

5. A blockbuster children's movie has been scheduled to air at the same time as the award show that will feature gowns similar to those the Swazzi plans to sell. Which of the following best justifies going ahead with plans to market Swazzi's line of gowns? a. Children and adults are likely to view the programs separately. b. Any setback that the movie presents will be easily offset by the fact that formal wear is trending up. c. Any setback that the movie presents will be easily offset by the fact that luxury items are trending up while necessities have dropped. d. Few members of the target market for gowns have children. e. Most children will prefer to watch award show and may watch the movie on DVR.

A marketing VP is promoting the idea that Smoothsayer makes a great gift. Which of the following would make the best advertising venue for promoting Smoothsayer as a gift? a. NFL football b. general women's magazines c. sophisticated women's magazines d. daytime talk shows that focus on women's issues e. parenting magazines

An advisor points out that Smoothsayer has qualities that would benefit men as much as they would women. He strongly suggests that you include men in your target audience. Which of the following identifies the best response to this suggestion? a. Until men are shown to actually buy beauty creams they should not be targeted. b. Men are not the primary decision-makers for beauty products, so they should not be targeted. c. To avoid charges of discrimination, men should be targeted. d. Young men who are more open-minded should be targeted. e. Older men who are more prone to wrinkles should be targeted.

You are considering colors and flavors for Cow Power. Which of the following is NOT an objection that is likely to be brought up for color and flavor additives? a. Adding color or flavor will make the product too expensive to market. b. Coloring is unnatural and typically uses artificial ingredients that could pose health risks. c. Flavoring requires large amounts of sugar that pose a proven health risk. d. Having a colored product with no flavoring will disappoint and confuse customers. e. Having an uncolored product with flavoring will confuse customers.

Silkskin Cosmetics is advertising its newest line of eye makeup. Made from all-natural ingredients, the products are hypoallergenic. Silkskin is selling the products in specially designed tubes that make application easier. Which of the following is a core customer value for Silkskin's line of eye makeup?

The desire for having beautiful eyes

dramatic shift in _______________, beginning in 2008, has caused marketing managers to realign marketing plans and focus more on value. (CH1)

The economy

Your team is still arguing about the formulation of Cow Power. One manager wants the product to be colored and flavored. Another manager wants just flavored, uncolored milk, while a third team member wants colored, unflavored milk. What would be the best way to resolve this issue? a. Offer different formulations in focus groups, and see which one performs best. b. As the head of your team, you should simply make the decision by yourself. c. Offer different formulations in a test market, and see which one sells best. d. Have the team take a democratic vote. e. Ask your boss to make the decision.

The societal marketing concept holds that ________.

a company's marketing decisions should focus on creating economic value in a way that also creates value for the surrounding environment

Which of the following is an example of cause-related marketing?

a firm selling books where a percentage of sales goes to a charity

Which of the following is the definition of a sample?

a segment of the population selected for marketing research

Each role carries ________ reflecting the general esteem given to it by society.

a status

The ________ prohibits Web sites operators from collecting personal information from children without obtaining consent from a parent and allowing parents to review information collected from their children.

a. Children's Online Privacy Protection Act

Which of the following is true with regard to survey research?

a. It is the most widely used method for gathering primary data.

Which of the following is true of the affordable method of setting an advertising budget?

a. It undervalues the importance of promotion in sales.

Which of the following statements is true of the product sales force structure?

a. The product sales force structure is characterized by specialization along product lines.

Busch Stadium in St. Louis charges different prices for seats in different areas of the ball park, even though their costs are the same. What is this form of pricing called?

a. location-based

Voorhees' Farms raises chickens. For years, it has used wooden coops for hauling its poultry to market. When the owner, Jason Voorhees, went to reuse some of his coops, he noticed many of them could not be sufficiently cleaned for reuse and needed to be replaced. At which stage of the business buying process was Voorhees when he decided to replace his old coops?

a. problem recognition

In the marketing mix, design, packaging, services, and features are all included in the category of ________.

a. product

Under ________, the market consists of many buyers and sellers trading in a uniform commodity such as wheat, copper, or financial securities.

a. pure competition

Anita's DayCare plans to offer third-shift childcare, based upon the opening of two new manufacturing plants in the area. Together the plants will hire 423 employees and run all three shifts. Initial test marketing results look promising. To launch this new service, Anita must first decide on ________.

a. timing

Which of the following types of intermodal transportation is the most cost-effective?

a. trainship

Mass marketers, such as Target and Venture Stores, often ignore market segment differences and target the whole market with one offer. What is their approach to segmentation?

a. undifferentiated marketing

Markets can be segmented into groups of nonusers, ex-users, potential users, first-time users, and regular users of a product. This method of segmentation is called ________.

a. user status segmentation

Market segments that can be effectively reached and served are said to be ________.

accessible

The markets you have chosen to serve in four western states can be effectively reached and served. You would tell the marketing manager that these segments re____________.

accessible

Becca wants to buy a new coat. She asked her friends to recommend a store and/or a style of coat. She searched the newspaper for coat sales, and she visited nearby stores to see what is available in her price range. Becca is most likely to be in the ________ stage of the buying process.

alternative evaluation

Which of the following best describes product positioning?

arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers

A marketing information system begins with the step of ________.

assessing the information the company needs

A(n) ________ describes a person's relatively consistent evaluations, feelings, and tendencies toward an object or idea.

attitude

A(n) ________ is a person's relatively consistent evaluations, feelings, and tendencies toward an object or idea.

attitude

Greater consumer control means that companies must rely more on marketing by ________.

attraction

9. You have decided to promote two key differences to distinguish Smoothsayer from its competitors. Which pair of key differences correctly identifies the most broad or the most narrow demographic? a. most broad: higher quality, anti-acne b. most broad: higher quality, UV protection c. most broad: anti-aging, UV protection d. most narrow: higher quality, UV protection e. most narrow: anti-aging, higher quality

You discover competition for your rock star line in the effort by a major music label to have actual rock stars market their own clothing lines. Which of the following identifies the strongest advantage that the music label clothing lines would enjoy over Swazzi's rock star line? a. price b. authenticity c. distribution d. experience e. expertise

You envision Cow Power as a treat that parents will give to kids as a reward. Which packaging size best suits your conception of Cow Power being an individual treat? a. pint b. half-pint c. quart d. half-gallon e. gallon

You have dismissed using political orientation as a segmentation variable. However, new information about Smoothsayer may change your mind. Which of the following makes the best case for including political orientation as a key segmentation variable? a. Smoothsayer is made from ingredients that are imported from France, Morocco, and Malaysia. b. Smoothsayer is union-made, organic, its factory is carbon neutral, and no animals were harmed during the making or testing of the product. c. Smoothsayer is not the most expensive beauty cream on the market. d. Smoothsayer is made from all-natural ingredients. e. Smoothsayer is used by a number of famous people, including movie stars, politicians, first ladies, artists, musicians, and business executives.

One of your options is to market Cow Power as a powder that kids could mix with milk. For which market segment would powdered Cow Power be most problematic? a. Cow Power to be promoted as an after-school drink for the home b. Cow Power to be promoted as a sports drink for kids on the go c. Cow Power to be promoted as a drink for birthday parties and other celebrations d. Cow Power to be promoted as a drink that kids may obtain in ice cream parlors and fast food restaurants e. Cow Power to be promoted as a drink that accompanies specific foods, such as cookies or grilled-cheese sandwiches

b - I dont get why this would be problematic

You are leaning toward Carnaby Street as the clothing line you will recommend to the New Product Development Committee. Which of the following best supports the Carnaby Street line as the best choice? a. Black tie formal events are decreasing in popularity. b. Classic styles are growing in popularity. c. The very young 19-26 demographic is currently slow. d. There is high interest among all demographics for British fashions in the 1960s. e. A feature film that focuses on the loose moral atmosphere of Swinging Sixties is due to come out this year.

b -interest in british fashions from the 1960s strongly supports the carby...

Which of the following brands is positioned based on product attributes?

b. Berglee's Breakfast Cereals: Blending nutrition and great taste

The Red Panda Toy Company, headquartered outside the U.S., released a line of toy cars in the U.S. Six months after the release of the toys, the Consumer Product Safety Commission started getting complaints of children falling sick after playing with these toy cars. Upon inspection of the toys, it was found that the paint used in them contained lead. The line of toys were then banned from being sold and the Red Panda Toy Company recalled the toys from retailers. Which of the following acts protects U.S. citizens from being exposed to hazardous toys and articles?

b. Child Protection Act

Jacob Kendler works in the wholesale business for specific types of industrial goods needed in the automobile industry. Jacob's job involves locating and contacting potential buyers and sellers and facilitating the negotiation process. Which of the following, if true, would strengthen the argument that Jacob works as a merchant wholesaler, and not an agent?

b. Jacob runs an independently owned business that requires him to take title to all merchandise handled.

The societal marketing concept holds that ________.

b. a company's marketing decisions should consider consumers' wants, the company's requirements, consumers' long-run interests, and society's long-run interests

The aim of ________ is to make ads themselves so entertaining, or so useful, that people want to watch them.

b. advertainment

With product bundle pricing, sellers can combine several products and offer the bundle ________.

b. at a reduced price

Which of the following is an industrial product that falls under the category of materials and parts?

b. cement

In a ________, the population is divided into mutually exclusive groups (such as blocks), and the researcher draws a sample of the groups to interview.

b. cluster sample

Almost all major purchases result in ________, discomfort caused by postpurchase conflict.

b. cognitive dissonance

Which of the following exemplifies vertical conflicts that occur in a distribution channel?

b. conflicts that occur between different levels of the same channel

When backed by buying power, wants become ________.

b. demands

Quest Inc. has recently conducted a brainstorming session after visiting several trade fairs and generated a large number of ideas for adding new products and services. The owners will begin with the ________ stage to arrive at a realistic number of ideas to adopt.

b. idea screening

Which of the following represents a change in the technological dimension of the macroenvironment of a marketing firm?

b. increased use of RFID system to track products

A group of consumers who respond in a similar way to a given set of marketing efforts is the company's ________.

b. market segment

Immediately after concept testing, a firm would engage in the ________ stage.

b. marketing strategy development

As You Like It Inc. customizes its offers to each individual consumer. This practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations is referred to as ________.

b. micromarketing

Which difficult-to-sustain positioning strategy attempts to deliver the "best-of-both?"

b. more-for-less

Neiman Marcus claims superior quality, performance, and style. The owners provide the most upscale products and services and charge a higher price to cover the higher costs. What type of positioning does Neiman Marcus use?

b. more-for-more

Specialty stores are characterized by the ________.

b. narrow product lines with deep assortments

Companies pricing nonobligatory or accessory products along with a main product are engaged in ________ pricing.

b. optional product

A product mix is also known as a product ________.

b. portfolio

The ________ is used to study the course of a product's sales and profits for the duration that it is produced and sold in the market.

b. product life cycle

Big Moose Toys is a market pioneer introducing a modern version of Bullwinkle, the Moose, a character from an animated television series originally broadcast in the 50s and 60s. The company's version of Rocky-the Flying Squirrel-another character from the show, targeted at baby boomers, was a strong success. They need to make the new launch strategy for Bullwinkle consistent with the intended ________.

b. product position

A shoe company uses ads featuring the members of a country music band knowing that the band's fans will see the members wearing the company's shoes and will want to wear the same shoes. In this case, the band is aNo ________ for its fans.

b. reference group

Freaky Lays, a leading bottled juice manufacturer, introduces a new range of potato chips. To promote this new product, it offers a packet of chips free with every bottle of Freaky Lays juice. Though very expensive, it is the most effective method of promotion. Which of the following promotional tools has Freaky Lays used here?

b. samples

Which of the following channel functions of wholesalers is demonstrated when a wholesaler's sales force helps a manufacturer reach many small customers at a low cost?

b. selling and promoting

Which of the following major American social classes comprises the social elite who live on inherited wealth?

b. upper uppers

Which of the following would be considered part of the augmented product rather than the actual product or core customer value?

b. warranty

Which of the following is the characteristic that distinguishes consumer buying from business buying?

b. whether or not the products are bought for personal consumption

Carla, a team leader in charge of customer relationship management, is planning strategies to improve the profitability of her firm's least profitable but loyal customers. She is also examining methods for "firing" customers in this group who cannot be made profitable. To which of the following customer relationship groups do these customers belong?

barnacles

Fine Corp., a consumer electronics manufacturer, targets a market with many low-margin customers. Which of the following types of associations would be most profitable for the firm to develop with these customers?

basic relationships

The division of buyers into groups based on their knowledge, attitudes, uses, or responses to a product is called____________ segmentation.

behavioral

For boys, you are thinking of using a famous NFL quarterback as Cow Power's sole spokesperson. An advisor thinks that is a mistake and that you should focus on a variety of figures from different sports. Is focusing the campaign on an NFL quarterback a good idea? a. No, because sports is not a topic that appeals to a majority of boys. b. No, because most boys under 12 are too young to be football fans. c. No, because focusing on football exclusively will make boys who enjoy other sports feel left out. d. Yes, because football is likely to appeal to the boys' fathers who typically would buy this kind of product. e. Yes, because boys who don't like football recognize that they are a small minority.

One of the options you are considering is marketing Cow Power with a single unified approach that is aimed at both boys and girls. Which of the following is the greatest advantage of this approach? a. It is likely to appeal more to girls than boys. b. It is likely to appeal more to boys than girls. c. It will be easier and less expensive to create and promote than separate campaigns for boys and girls. d. It will be more effective in attracting new customers than separate campaigns for boys and girls. e. It will be more appealing to parents than separate campaigns for boys and girls.

The committee agrees that the true strength of the Carnaby Street line is the enduring public interest in the sixties and its effect on the market. The Carnaby Street line is chosen. Which lesson do you take away from this decision? a. Quality workmanship is important. b. There is no predicting the taste of the public. c. Some fashions never go out of style. d. People want to relive the past over and over again. e. Formal wear is likely never to become popular again.

You are considering making teens 13-19 as your primary target market. An advisor tells you that you are making a mistake. Which of the following statements best supports your advisor's position? a. Teens do not use beauty creams. b. No one under 20 uses beauty creams on a daily basis unless the creams are prescribed by a doctor. c. Most teens do not have enough disposable income to purchase Smoothsayer. d. Teens do not worry about their skin. e. Few upper class families have teen-aged children.

As the Vice President of Marketing of the high-end Swazzi clothing chain, it is your job to develop a new premium line of designer women's clothing. You are considering three approaches: gowns inspired by award show participants for the older demographic, a 1960s retro line called Carnaby Street for the 24-37 demographic, and a line aimed at the 17-25 demographic based on fashions worn by current rock stars. Your first task is to determine whether price should be a factor that should be considered in the development of a clothing line from the beginning. Which of the following identifies the strongest reason for why price should be considered at the earliest stage of product development? a. Price will help determine sales. b. Price will help determine profit. c. Price is part of the product design. d. Price will help determine the market for the product. e. Price will help determine how the product is promoted.

c why: --price is part of a products DNA. From the very beginning, the price of a product will help to determine every decision about procuts—price is part of design

c. At this stage, the functional features and the intended psychological characteristics are combined.

Erica Jenson has a limited budget for the market research she needs to conduct; however, the sample size for her research is quite large. Which of the following methods of contact would provide Erica with the most cost-effective way to reach a large sample of potential customers?

c. Internet surveys

________ is the amount of money charged for a product or service.

c. Price

Amanda Hills, the marketing manager for Wilcox Stores, has been asked to study the scope of a new private-label brand of products that will be created from exclusive herbal and organic ingredients. Amanda has to conduct a full-scale study beginning with ascertaining features of the target market to generating estimates of projected demand through objective studies. Which of the following is true with regard to Amanda's steps in this research study?

c. She should start with an exploratory research and conduct descriptive and causal research studies subsequently.

________ marketing is socially and environmentally responsible marketing that meets the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs.

c. Sustainable

Which of the following best describes product positioning?

c. arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers

Asking for the order and offering to help write up the order are examples of the ________ techniques.

c. closing

Ryan attempts to deliver customer satisfaction every day in his installation business, Audio Expressions. The key to achieving this goal is to match the customer-perceived performance of his product with ________.

c. customer expectations

The overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction is called ________.

c. customer relationship management

Nickson released a new range of watches that were titled after the famous mountaineer Adam Wills. These new watches were promoted through claims that the design is a favorite of Adam Wills who used a similar watch designed by Nickson for its high durability and quality on his expeditions. Such a measure to entice customers to buy one's products aims at creating ________.

c. customer-perceived value

If demand changes greatly with a small change in price, we say the demand is ________.

c. elastic

TruMart, a leading retail chain store, has decided to open an eatery inside its huge stores. MeatMe, a popular burger joint, has decided to partner with TruMart in this endeavor. MeatMe plans to open an express version of MeatMe eatery inside TruMart. The MeatMe chain of restaurants also has a deal with the Westmen Cola Company to serve only Westmen soft drinks at their outlets. This arrangement would mutually help all three companies. What kind of marketing strategy has MeatMe adopted with the Westmen Cola Company?

c. exclusive dealing

Toby's chain of department stores carries a wide range of product lines, including clothing, jewelry, kitchenware, and home furnishings. The stores typically charge a relatively high markup, but also hold frequent sales and price promotions, in particular, offering discounts to customers who use Toby's frequent user card. Toby's uses ________ here.

c. high-low pricing

Store brands are also known as ________ brands.

c. private

Which of the following is a common source of data supplied to internal databases?

c. the marketing department

The major purpose of test marketing is to provide management with the information needed to make a final decision about ________.

c. whether to launch the new product

At Ken's boutique, the policy statement posted in the reception states: "Without our customers, we don't exist." Ken and his staff aim to delight each customer and they are quick to offer discounts or extra services whenever a customer is anything less than satisfied. Instead of focusing on individual transactions, Ken and his staff are putting a priority on ________.

capturing customer lifetime value

The final step in the marketing process is ________.

capturing value from customers

In the BCG matrix, ________ refer to low-growth, high share businesses or products. They generate a lot of cash that the firm uses to pay its bills and support other SBUs that need investment.

cash cows

Experimental research is best suited for gathering ________ information.

causal

Customer-driven marketing is most effective when ________.

clear needs exist and customers know what their needs are

Ellis, a marketing manager at a regional chain restaurant, has decided to create a contest asking the public to create commercials for the restaurant. Winning entries will be posted on the organization's home page. Ellis' plan is an example of ________.

consumer-generated marketing

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 ________.

culture

Raymond purchased a Honda Civic six months ago because he perceived Honda's superiority over the competition. Raymond has been more than satisfied with his purchase and now has an emotional relationship with the Honda brand. Raymond's relationship with Honda is best referred to as ________.

customer delight

The overall process of dealing with all aspects of acquiring, keeping, and growing customers is referred to as ________.

customer relationship management

Directing consumers toward products and services that meet their present and future needs is referred to as ________ marketing.

customer-driving

When customers don't know what they want or don't even know what's possible, the most effective strategy is ________ marketing.

customer-driving

Cylog, a leading provider of personal computer systems, began manufacturing tablet devices after predicting a future consumer need for portability. Which of the following was most likely implemented by Cylog?

customer-driving marketing

Futuristic Designs Inc., a furniture retail chain, understands and anticipates customer needs even better than customers themselves do and creates products and services to meet their existing and future needs. Which of the following has Futuristic Designs followed in this case?

customer-driving marketing

Which of the following terms refers to a customer's evaluation of the difference between all the benefits and all the costs of a market offering relative to those of competing offers?

customer-perceived value

3. It seems clear that Smoothsayer has appeal to both the 35 and up market and the younger market. To reach both segments, an advisor suggests that you launch two separate market campaigns, one aimed at the older market, the other aimed at the younger market. Which conclusion is the best response to this suggestion? a. It is a bad idea because two separate market campaigns will create confusion among consumers. b. It is a bad idea. Marketers never launch separate market campaigns because they are too expensive and too hard to implement. c. It is a good idea. The more market campaigns you launch, the more likely you are to succeed. d. It is a good idea as long as the two market campaigns are designed to complement one another. e. It is neither a good or a bad idea. It is impossible to predict how market campaigns will do before they are launched.

An advisor argues that if you can get occasional users of beauty creams to purchase Smoothsayer, you will be moving into an untapped market and gaining new customers. He wants to make occasional users your primary audience. Which of the following statements best argues against this suggestion? a. Occasional users are not likely to be able to afford Smoothsayer. b. Occasional users tend to be young women in their 20s and early 30s. c. Occasional users would not be interested in Smoothsayer's anti-acne or UV protection properties. d. You would need to obtain several occasional users to equal the purchases of a single daily user. e. It would be more difficult to convince occasional users of the benefits of Smoothsayer than daily users.

An associate recommends that you emphasize the low price of the Carnaby Street line in your presentation to the NPD committee. The Carnaby Street mini-dress, for example, will sell for $335 while a typical awards gown will sell for $1750. should you follow your associate's suggestion? a. Yes, consumers these days are looking at price above all other concerns. b. Yes, you should be able to sell three Carnaby Street items for every gown you can sell. c. Yes, luxury items are not currently selling well. d. No, price is not a critical issue for your sophisticated, affluent target market. e. No, price is important only for items that sell for less than $100.

As the Marketing Manager at TriState Dairies, you have been given the job of developing plans to market a new line of products called Cow Power for kids. Your first task is to determine a target demographic for the product. Which of the following approaches is the worst choice and will be most likely to create problems if you choose it? a. Create two separate lines — one for boys and one for girls. b. Create a neutral product that appeals to both boys and girls. c. Create a single line that is aimed at boys and assume it will appeal to girls as well. d. Create a single line that is aimed at girls and assume it will appeal to boys as well. e. Create a single line that is aimed at dads because they are the ones who typically make food purchases.a

As the marketing manager of Holden-Evan, a health, home, and beauty consumer products company, your task is to determine how best to target and position several new beauty products. Smoothsayer, an expensive new skin cream, is one of the products you are analyzing. In choosing segmentation variables for Smoothsayer, which of the following identifies the strongest reason for choosing social class as one of your segmentation variables? a. Studies show that only the wealthy use beauty creams regularly. b. Studies show that middle class women use beauty creams, but wealthy women rely almost exclusively on spa treatments for beauty. c. Studies show that the use of expensive beauty creams cuts across all socioeconomic groups. d. Smoothsayer costs $300 a jar so it is not for everyone. e. Smoothsayer is expensive but it is seen as a status symbol among middle class women.

In your efforts to brand for all kids — both genders with the same approach — you have come up with a number of ideas. Which of these ideas best suits your product and target demographic? a. a popular teen singer who has a wild, rebellious image b. a popular female character from an enormously successful family TV show c. a male character from an extremely violent adventure movie d. an endangered animal theme that features beautiful photos of jaguars, whales, and other creatures e. a personable scientist who explains the health benefits of Cow Power

You estimate a selling price of about $335 for the Carnaby Street mini-dress and $285 for the rock star ensemble. Profit for the mini-dress is 43 percent and 36 percent for the ensemble. To decide between these two choices, what would be the most useful thing to calculate? a. the profit margin per unit for both products b. the break-even figure for each product c. profit totals for the ensemble and the mini-dress if each product sells 20,000 units in the following calendar year d. the number of ensembles you would need to sell to equal the profit for each mini-dress you sell e. the price you would need to charge for the ensemble to equal the profit made on the mini-dress

You have decided to promote Smoothsayer on a "more for more" campaign approach. Which of the following slogans matches a "more for more" style of promotion? a. Unearthly quality, at a down-to-Earth cost b. The best of the best for not so much c. The price of priceless has just gone down d. Expensive—and worth every penny e. Perfection on a budget

Your nonstandard packaging in market tests experienced a problem: people don't recognize Cow Power as real milk. Your first impulse is to change the packaging. Your boss, however, loves the packaging and thinks it can be made to work. Which of the following approaches is most likely to work? a. Offer Cow Power in all-white containers only, emphasizing the idea that it is made of milk. b. Show the image of a traditional milk container on the Cow Power label. c. Show the image of a cow on the Cow Power label, emphasizing the idea that it comes from a cow. d. In big bold letters, prominently feature the words MADE OF 100% MILK on the label. e. There is no way to make the nonstandard packaging work. The packaging must be changed.

________ is an example of a virtual world.

d. Second Life

Customer-driven marketing is most likely to work well when ________ and when customers ________.

d. a clear need exists; know what they want

Which of the following is an example of a firm utilizing public relations?

d. a firm declaring a product recall on its Web site

Which of the following would be considered an upstream partner in a company's supply chain?

d. a firm that buys products in wholesale from the company

ANo ________ is a person's relatively consistent evaluations, feelings, and tendencies toward an object or idea.

d. attitude

Which of the following creates the shortest distribution channel between the producer and the customer?

d. direct marketing channels

Rasco Corp. segments its foreign markets by the income levels of a country's population. This firm segments on what basis?

d. economic factors

Which of the following represents an internal source of new-product ideas?

d. employees

Burger Town came out with a new hamburger and released it in two different cities with two different price points. Marketers at Burger Town then analyzed the different levels of purchase made at the two different price points, planning on using the information to set a nationwide price for the new offering. This is an example of ________.

d. experimental research

Manufacturers' agents are ________.

d. hired by two or more manufacturers of complementary lines who cannot afford their own field sales forces

Which of the following techniques do companies use to deliver a unified and consistent image about their organizations and brands to consumers?

d. integrated marketing communications

Which of the following criteria does the Boston Consulting Group approach use to provide a measure of market attractiveness?

d. market growth rate

Companies facing the challenge of setting prices for the first time can choose between two broad strategies: ________.

d. market-penetration pricing and market-skimming pricing

Which of the following is an outbound distribution in a supply chain?

d. moving products from the factory to customers

Electronics company Sony sells its products under its own brand name. Thus, Sony is a ________ brand.

d. national

In a SWOT analysis, ________ refer to external factors that the company may be able to exploit to its advantage.

d. opportunities

Superior Auto Sales, a chain of high-end used car dealerships, wants to sum up the company's standing and brand equity in a formal way. Superior's management should use a ________.

d. positioning statement

Which type of statement first states the product's membership in a category and then shows its point-of-difference from other members of the category?

d. positioning statement

Henry Ford's philosophy was to perfect the Model-T so that its cost could be reduced further for increased consumer affordability. This reflects the ________.

d. production concept

A developing country has established laws that prevent large and monopolistic firms from driving smaller companies out of the market. To help the smaller industries become stable, the government has provided them with numerous protections and tax exemptions. In this scenario, the political environment is operating primarily to ________.

d. protect companies from unfair competition in the market

Which of the following demonstrates the real value of a company's marketing research and information system?

d. the quality of customer insights it provides

Xbox 360 decides to add a free subscription to XBOX magazine with every game bought in an effort to differentiate its offering from PS3 games. This is an example of ________.

d. value-added pricing

define the problem and objectives

Pediacertain Pet Supplies, a pet-food company, divides the pet market according to the pet owners' gender, occupation, income, and family life cycle. In this case, which of the following variables has the company used for market segmentation?

demographic

Zista, a boutique that caters to the clothing needs of women, manufactures two different lines of fashion wear based on the purchasing power of its customers. One product line caters to the needs of affluent, middle-aged women, and the other line targets younger professionals and homemakers. Zista most likely segments the consumer market based on ________ variables.

demographic

A critical element of microenvironmental scanning is ________, which is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics. This portion of the environment is of major interest to marketers because it involves people who make up markets (CH3)

demography

You have made decisions on product formula, promotion, and packaging. It is now time to test your product. Which of the following test approaches is best for your product? a. Offer Cow Power in all of TriState's outlets so the entire market can try the product. b. Offer Cow Power in a small area in another state that is not a part of TriState's normal distribution area. c. Conduct a focus group that is followed by a test run of Cow Power across all of TriState's distribution area. d. Offer Cow Power across all of TriState's distribution area followed by a focus group test. e. Conduct a focus group that is followed by a test run of Cow Power in a limited part of TriState's distribution area.

Which of the following best describes the functional organizational format of marketing departments?

e. Different marketing activities are headed by specialists such as a sales manager, an advertising manager, a marketing research manager, or a customer-service manager

Which of the following is a disadvantage of the territorial sales force structure?

e. It is not useful in a company with a number of product lines in different industries.

At Ken's boutique, the policy statement posted in the reception states that "Without our customers, we don't exist." Ken and his staff aim to delight each customer and they are quick to offer discounts or extra services whenever a customer is anything less than satisfied. Instead of focusing on each individual transaction, Ken and his staff are putting a priority on ________.

e. capturing customer lifetime value

Brand ________ is the differential effect that knowing the brand name has on customer response to the product and its marketing.

e. equity

In a quota sample, the researcher ________.

e. finds and interviews a prescribed number of people in each of several categories

Wafers, a potato chips manufacturer, offers a free toy figure inside every packet of the potato chips. This is an example of which of the following promotional tools?

e. premiums

In the promotion mix, ________ performs the functions of building a good rapport with entities outside the company, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.

e. public relations

The paint used to paint an office is an example of an industrial product that is most likely to fall in the category of ________.

e. supplies and services

JP Wholesalers is one of the largest wholesalers of wooden furnishings in the country. Recently, the company opened a chain of stores called JP Designer Homes that became popular owing to the good reputation the company had as a wholesaler. The company then began acquiring smaller retail chains and consolidated its position in the market. Which of the following trends is reflected in this scenario?

e. the blurring of distinctions between retailers and wholesalers

e. the possibility of having beautiful eyes

Fred's faith in his favorite brand makes him consider new initiatives and products introduced by the brand. Fred is not a risk-taker, and he tends to evaluate each new product carefully before adopting it. Fred is an opinion leader in his social networking community. Fred is best described as a(n) ________.

early adopter

A marketing firm has been assigned the task of watching trends in spending, personal income, savings, and interest rates. The marketing firm is most likely gathering information about consumers' ________.

economic situations

The objective of ________ research is to gather preliminary information that will help define the problem and suggest hypotheses.

exploratory

Which of the following is a social factor that influences consumer buying behavior?

family

Product line______ involves adding more items within the present range of the line.

filling

Which of the following customer markets would be categorized as business markets?

firms that buy goods and services for further processing in their production processes

Which of the following customer markets would be categorized as business markets?

firms that buy goods and services for further processing in their production processes Correct

BritWay Ventures chose a differentiated marketing strategy. The company had to weigh ________________ against __________ when selecting this strategy.

increased sales; increased costs

Which of the following represents a change in the technological dimension of the macroenvironment of a marketing firm?

increased use of RFID system to track products

information search

Diane Chambers, the marketing manager for FarmFresh, is currently scanning the data collected from the cash counters of the various stores that make up its retail chain, to make sound marketing decisions. Diane is making use of ________ databases.

internal

Orienting and motivating customer-contact employees and service-support people to work as a team to provide customer satisfaction is known as __________________.

internal marketing

Ethnographic research ________.

is conducted in settings where people live and work

________ are tradition bound, suspicious of changes and adopt the innovation only when it has become something of a tradition itself.

laggards

Opinion leaders are also known as ________.

leading adopters

________ describes changes in an individual's behavior arising from experience.

learning

__________ describes changes in an individual's behavior arising from experience.

learning

Which of the following is a personal factor that influences a consumer's buying behavior?

life-cycle stage

Which of the following is a psychographic characteristic of a consumer?

lifestyle

Large societal forces like demographic, economic, natural, technological, political, and cultural forces that affect the microenvironment are considered to be part of the ________ of an organization.

macroenvironment

A company's increasing its sales in a particular market without modifying its products is referred to as ________.

market penetration

The process of dividing a market into distinct groups of buyers with different needs, characteristics, or behaviors is called ________.

market segmentation

Which of the following is the right order of the steps that companies generally follow in designing a customer-driven marketing strategy?

market segmentation, market targeting, differentiation, and positioning

The ________ concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do.

marketing

Immediately after concept testing, a firm would engage in the ________________________.

marketing strategy development stage

Rad, a manufacturer of luxury watches, charges a higher price for its products than its competitors. Despite the high prices, the brand is popular among customers for its quality and service in comparison to cheaper alternatives available in the market. In this case, Rad offers a(n) ________ value proposition.

more-for-more

A ________ is a need that is sufficiently pressing to direct a person to seek satisfaction.

motive

Electronics company Sony sells its products under its own brand name. Thus, Sony is a___________ brand.

national

Which of the following is the first stage of the buyer decision process?

need recognition

The ultimate aim of customer relationship management is to ________.

produce high customer equity

In the marketing mix, design, packaging, services, and features are all included in the category of ________.

product

The ________ concept holds that consumers will favor goods and services that offer the most in quality, performance, and innovative features.

product

Once the product or service passes the business analysis test, it moves into the _____________________.

product development stage

Henry Ford's philosophy was to perfect the Model-T so that its cost could be reduced further for increased consumer affordability. This most likely reflects the ________.

production concept

Voize, a leading mobile phone manufacturer, focuses on low labor costs and mass distribution to ensure the continuous availability of its products at reasonable prices. Voize most likely follows the ________.

production concept

GenX, a manufacturer of sport motorcycles, is seeking a new supplier of motorcycle headlamps and brake lights. After searching trade directories, GenX invites five different suppliers to make formal presentations about how their solutions can create greater value for GenX than competing solutions. GenX is currently in the ________ stage of the business buying process.

proposal solicitation

Sales people from the inside sales force typically ________.

provide daily access and support

Which of the following is the reason for marketers shifting to value-marketing techniques post the Great Recession of 2008/2009?

reduced customer spending

A shoe company uses ads featuring the members of a country music brand knowing that the band's fans will see the members wearing the company's shoes and will want to wear the same shoes. In this case, the band is a(n)

reference group for its fans.

The Boston Consulting Group growth-share matrix classifies SBUs the firm has in two dimensions. The horizontal dimension consists of the _______________, which measures the firm's strength in the market. (CH2)

relative market share

In a straight rebuy, a buyer ________.

reorders something without any modifications

Some products that have entered the decline stage can be cycled back to the growth stage through_______________.

repositioning

________ are distribution channel firms that help the company find customers or make sales to them.

resellers

Which of the following is the means by which companies post purchase requests online and invite suppliers to bid for their business?

reverse auctions

A(n) ________ consists of the activities a person is expected to perform according to the people around him.

role

A(n) ________ consists of the activities a person is expected to perform according to the people around him.

role

When a market segment is large or profitable enough to serve, it is termed ________.

substantial

When a market segment is large or profitable enough to serve, it is termed _____________.

substantial

Which of the following is most likely the final stage of the business buying decision process?

supplier performance review

As part of the microenvironment, ________ form an important link in the company's overall customer value delivery network. They provide the resources needed by the company to produce its goods and services. (CH3)

suppliers

More companies today are partnering with other members of the supply chain. These partnerships include __________ and they improve the performance of the customer value delivery network. (CH2)

suppliers, distributors, and customers

________ is a method of gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior.

survey research

The 55-year-old baby boomers share common needs in music and performers. When a music company decides to serve this group, the group is called a ____________.

target market

GT Grand, a manufacturer of ultra-luxury cars, supplies customized vehicles based on the specific demands of customers in affluent market segments. The company's approach is most likely referred to as ________.

target marketing

Selecting particular segments of a population of customers to serve is called ________.

target marketing

At Fantastic Flavors, a large regional chain of candy stores, employees from marketing, design, production, and finance work in a cross-functional group to save time and money in the new-product development process. Fantastic Flavors uses a _______________________.

team-based new-product development approach

The ________ environment offers marketers many opportunities in one of the most dramatic wayslong dash—it affects such wonders as antibiotics, robotic surgery, miniaturized electronics, smartphones, and the Internet (CH3)

technological

Customer evangelists are those who ________.

tell others about their good experiences with a brand or product

Customers who are classified as true believers ________.

tell others about their good experiences with a company

Causal research is used to ________.

test hypotheses about cause-and-effect relationships

In a straight rebuy business buying situation, ________.

the buyer reorders something without any modifications

Which of the following best describes a company's business portfolio?

the collection of businesses and products that make up the company

Which of the following sources constitutes the internal database of a company?

the company's sales records

Companies have tremendous amounts of information available on competitors, resellers, and other players in the marketplace, but they must also use that data to gain insight into ________ as Pinterest did successfully in creating a scrapbooking site for shared pictures (CH4)

the customer

A customer who is both loyal and profitable is referred to as a ________.

true believer

According to the five-step model of the marketing process, the first step in marketing is ________.

understanding the marketplace and customer needs and wants

The first step in the marketing process is ___________. (CH1)

understanding the marketplace and customers' needs, wants, and demands

The selling concept is typically practiced with ________.

unsought goods

Fads are characterized by their _______________________.

unusually high sales and rapid decline.

Shampoo marketers segment buyers as light, medium, or heavy product users. This is an example of_________ segmentation.

usage rate

Astute marketers practice partner relationship management and must work closely with partners in other company departments to form an effective internal value chain that serves customers. Additionally, they must partner effectively with other companies in the marketing system to form a competitively superior _____________________. (CH2)

value delivery network

A brand's ________ is the set of benefits that it promises to deliver to consumers to satisfy their needs.

value proposition

The answer to the customer's question, "Why should I buy your brand?" is found in the brand's ___________________.

value proposition.

A ________ is made up of the company, its suppliers, its distributors, and its customers, who partner with each other to improve the performance of the entire system.

value-delivery network

In which of the following circumstances is an organization likely to engage in full partnerships with key consumers?

when the market has few customers and high margins

Which of the following is the characteristic that distinguishes consumer buying from business buying?

whether or not the products are bought for personal consumption

The major purpose of test marketing is to provide management with the information needed to make a final decision about _______________________.

whether to launch the new product

Marketing managers need to analyze the environment, which includes two parts; these are known as the ________ and the ________. (CH3)

microenvironment; macroenvironment

SWOT analysis is an integral part of the first stage of the market process, which is analysis. The parts of the SWOT analysis that apply to external elements are___________ and __________. (CH2)

opportunities; threats

Companies know that they cannot profitably serve all consumers in a given market, at least not all consumers in a uniform way. Most firms are in a situation to serve some portions of the market better than others, and they undertake four steps in order to make that effective. These steps are as follows (placed in sequential order): ____________________. (CH2)

segmentation, market targeting, differentiation, and positioning

Which of the following firms could be identified as taking a proactive stance toward the marketing environment? (CH3)

Google designing Google Glass

_____________ marketing is perhaps the fastest-growing digital marketing platform. It is ideal for engaging customers anytime and anywhere as they move through the buying process. (CH1)

Mobile

________ are defined as states of felt deprivation.

Needs

As the organization determines which customers to serve, it must first divide the market into reachable portions, or ____________ of the market, and then select which portion of the market to target (CH1)

Segments

An example of a value proposition is best illustrated as which of the following? (CH1)

Seven Up, The Uncola

Over the past two decades, the U.S. population has shifted toward the ________ states (CH3)

Sunbelt

Why would any firm choose to do business with the U.S. government especially given the complications involved in selling to it? (CH6)

The government purchases a lot of goods and services and pays its bills.

After determining the market-oriented mission, what is the next step in the process of strategic planning? (CH2)

Turning the mission into detailed supporting objectives that guide the entire company

A child in which of the following cultures normally learns or is exposed to the following values: achievement and success, freedom, individualism, hard work, activity and involvement, efficiency and practicality, material comfort, youthfulness, and fitness and health? (CH5)

United States

Although a marketing information system primarily serves the company's marketing and other managers, it might also provide information to external partners, such as suppliers, resellers, or marketing services agencies. An example of how the MIS can provide customer information to partners beyond the firm is ________ (CH4)

Walmart's Retail Link system

Marketers are said to suffer from marketing myopia when they ignore underlying consumer needs and focus excessively on ________.

consumers' existing wants

The marketing manager confronts two types of beliefs as she analyzes the cultural environment, ________ beliefs and secondary beliefs (CH3)

core

Marketers are always trying to spot ________ so as to discover new products that might be wanted by buyers. One of these is the growing concern among consumers about their health and fitness, which has created a great opportunity for flavored vitamin waters (CH5)

cultural shifts

Innovative marketing firms are restructuring their marketing information and research functions and are creating ________, which are typically headed by a senior marketing executive with representatives from as many as two dozen of the firm's functional areas (CH4)

customer insight teams

The fourth stage in the marketing process is to build and sustain enduring customer relationships. The key elements of this process involve_____ and _______. (CH1)

customer value; customer satisfaction

The business marketer usually deals with a difference in the market size and type of customer from consumer markets. The business market is characterized with ________ buyers and much ________ buyers than does the consumer marketer. (CH6)

far fewer; larger

Market offerings to which the marketing process applies include (CH1)

goods, services, ideas, information, people, places, and organizations

When the marketing department works to improve customer satisfaction, it can cause other departments to decrease their job performance. When marketing tries to improve customer satisfaction, it may result in __________. (CH2)

increased purchasing costs, disrupted production schedules, and increased inventories

In a business marketing scenario, demand is typically ________ and fluctuates more than in the consumer marketplace. (CH6)

inelastic

Firms face ethical issues in using marketing research data in many forms but primarily in two areas: the misuse of research findings and ________ (CH4)

intrusions on consumer privacy

The Boston Consulting Group growth-share matrix classifies SBUs the firm has in two dimensions; the first dimension is _______________, which measures market attractiveness for the entire industry on the vertical axis. (CH2)

market growth rate

Dividing a market into several sections of customers is known as ________.

market segmentation

Each culture contains smaller groups of people with shared value systems based on common life experiences and situations. These smaller groups, identified as ________, include nationalities, religions, racial groups, and geographic regions. They often make up important market segments (CH5)

subcultures

Which of the following is considered to be a part of the marketing microenvironment of a firm?

the suppliers of the company

The relationship between the consumer's expectations and the product's ____ determines where the buyer is satisfied or dissatisfied with a purchase.

Perceived performance

In which of the following research methods does the sample size have little impact on costs? A) focus group interviews B) personal interviews C) mail surveys D) Internet-based surveys E) telephone surveys

D) Internet-based surveys

In the buying center, which role is responsible for controlling the flow of information and might include secretaries and technical staff? (CH6)

. Gatekeepers

The most basic cause of a person's wants and behavior is his ________, which is learned from childhood (CH5)

. culture

Economic, technological, and cultural forces are all ____ in the stimulus-response model of buying behavior.

...

Marketers describe the way the consumer processes info to arrive art brand choices

...

Which of the following changes most likely forced marketers to shift to value marketing after the Great Recession of 2008/2009? A) a decrease in customer spending in all product categories B) an increase in the prices of products C) an increase in the purchasing power of consumers D) a decrease in the emphasis placed by customers on product quality E) an increase in the demand for luxury products

A) a decrease in customer spending in all product categories

________ refers to a channel stretching from raw materials to components to final products that are carried to final buyers.

A supply chain

________ markets consist of individuals and households that buy goods and services for personal use. A) Consumer B) Business C) Government D) Wholesaler E) Retailer

A) Consumer

Which of the following is most likely a true statement about the technological environment of a firm? A) Every new technology makes an older technology obsolete. B) Product safety laws decrease the time taken to introduce new technologies to the market. C) New technologies fail to create many new opportunities in the marketplace. D) The technological environment of a firm remains constant over time. E) New product regulations typically reduce a firm's research costs

A) Every new technology makes an older technology obsolete.

Which of the following is true of survey research? A) It is the most widely used method for gathering primary data. B) It is the most suitable method for establishing causal relationships. C) It is the best method to use when people are unwilling to answer questions. D) It is not suitable for collecting data for descriptive research. E) It is inflexible and cannot be used in many different situations.

A) It is the most widely used method for gathering primary data.

Which of the following is most likely a true statement about people's views about organizations? A) Many people view work at an organization as a required chore. B) People don't expect organizations to carry out society's work. C) Confidence in political organizations has increased in recent years. D) Loyalty towards employers has increased in the past two decades. E) Many people today see organizations as a source of personal satisfaction.

A) Many people view work at an organization as a required chore.

Which of the following is a demographic trend observed in the United States? A) More people are working remotely. B) Fewer women are entering the workforce. C) Literary rates are dropping in the United States. D) More people are migrating from the suburbs to the cities. E) More people are shifting toward the manufacturing industry.

A) More people are working remotely.

________ data consist of information collected for the specific purpose at hand. A) Primary B) Secondary C) Derived D) Archival E) Historical

A) Primary

________ are distribution channel firms that help a company find customers or make sales to them. A) Resellers B) Suppliers C) Producers D) Logistics firms E) Credit companies

A) Resellers

Which of the following is most likely true about companies that take a proactive stance toward the marketing environment? A) They develop strategies to change the marketing environment. B) They believe that marketing strategies are bound by the current environment. C) They passively accept the marketing environment in its current state. D) They view the marketing environment as an uncontrollable element. E) They design strategies according to environmental forces in the market.

A) They develop strategies to change the marketing environment.

Which of the following is most likely a characteristic of Generation Xers? A) They were the first group to grow up in the Internet era. B) They comprise a considerably larger population than the baby boomers. C) They prefer quantity over quality of products. D) They are the least educated generation to date. E) They are generally unreceptive to ad pitches that make fun of tradition

A) They were the first group to grow up in the Internet era.

A) a community organization that addresses welfare issues in its neighborhood

Suppliers and resellers can update their accounts, arrange purchases, and check orders against inventories through ________. A) a company's extranet B) a company's intranet C) marketing intelligence D) electronic mail E) search engines

A) a company's extranet

__________ is the decision by an individual to become a regular user of the product.

Adoption

Which subcultural American market segment is more price conscious than other segments? (CH5)

African Americans

Delta, an American video game manufacturer, targets teens between the ages of 13 and 18, providing free game trials and applications. The firm's marketing approach exemplifies _______ segmentation.

Age and life-cycle

The consumer market is made up of which of the following?

All the individuals and households who buy or acquire goods and services for personal use

Which of the following statements is true of specialty products?

Buyers normally do not compare specialty products.

What type of marketing refers to marketing that involves enlisting or even creating opinion leaders to serve as brand ambassadors who spread the word about a company's products?

Buzz Marketing

Which of the following is an example of a media public? A) community organization B) minority group C) television station D) banking institution E) federal government

Marketers should increasingly be aware of regulations designed to protect consumers when applying new technologies and developing new products. Many government agencies investigate and ban potentially unsafe products, but the two with the most direct impact on marketing managers are the Food and Drug Administration (FDA) and the ________ (CH3)

Consumer Product Safety Commission (CPSC)

___ is never simple, yet understanding it is the essential task of marketing management.

Consumer buying behavior

The firm's MIS is useful to the marketing managers, but it does involve one distinct disadvantage. The company must deal with what factor before obtaining, analyzing, storing, and delivering information? (CH4)

Cost

________ are small groups of consumers who interact directly and informally with product designers without a moderator. A) Cross-functional groups B) Ethnographic groups C) Observational groups D) Immersion groups E) Traditional focus groups

D) Immersion groups

Which of the following generational groups account for a third of the U.S. population but half of all consumer spending? A) Millennial B) Generation X C) Generation Z D) baby boomer E) Lost Generation

Which of the following is most likely a financial public? A) community organization B) minority group C) corporate attorney D) stockholder E) newspaper

Which of the following is an example of ethnographic research? A) The marketing team at Amex Inc. conducts surveys through mail. B) The marketing team at ProValue Corp. analyzes information from its internal database. C) A researcher at Evans Inc. manipulates the variable of price and studies sales records. D) A researcher at Louis Inc. visits customers' homes to observe their daily routines. E) The research team at Hollis Inc. uses secondary data to draw inferences about the firm's customer service.

D) A researcher at Louis Inc. visits customers' homes to observe their daily routines.

________ is best suited for descriptive research. A) An online discussion B) Ethnographic research C) Netnography research D) A survey E) A focus group

D) A survey

Which generational group is most comfortable using digital technologies? A) Millennial B) Zoomer C) Generation X D) Generation Z

D) Generation Z

D) Generation Zers

________ is the act of obtaining a desired object from someone by offering something in return.

Exchange

With budgetary constraints facing small businesses, small firms can still take advantage of many marketing research options from governmental and trade agencies to diversify research approaches. _________ is(are) not feasible for the small businesses that want to conduct market research (CH4)

Experimental research

Which of the following is an industrial product in the category of capital items?

Factory

The strategic plan deals with a company's current businesses, while annual plans involve adapting the firm to take advantage of opportunities in the environment.

False

Which of the following enforces the Truth-in-Lending Act?

Financial Reform Law

Hispanics represent a large, fast-growing market. The nation's more than 55 million Hispanic consumers will account for 11% of the nation's total buying power by 2015, but they do vary in buying behavior from the mainstream American public. Which of the following statements is true about the Hispanic consumer? (CH5)

Hispanics are more active on mobile and social networks than other segments, making digital mediums ideal for reaching this segment

Maslow's theory is that ____ are arranged in a hierarchy from the most pressing at the bottom to the least pressing at the top.

Human needs

When firms use symbols, colors, or characters to convey their personalities, they are using ________ differentiation.

Image

Managing the marketing process requires four marketing management functions: analysis, planning, ______________, and control (CH2)

Implementation

Marketers of financial services and travel use which of the following types of segmentation?

Income

Consumer buyer behavior refers to the buying behavior of final consumers, which is defined to include whom? (CH5)

Individuals and households buying goods and services for personal consumption

______________ products are those products that are purchased for further processing or for use in conducting a business.

Industrial

Which of the following is true with regard to a good MIS?

It consists of people and procedures dedicated to the assessment and generation of customer insights.

Which of the following is true of an exclusive dealing between a producer and a dealer?

It does not allow other producers to sell to that dealer.

Managers seeking competitive intelligence can use any of the scores of online databases, some of which are free and some for which the user pays. All of the following are sources of competitor information, but one is not an online database. Which one is not an online database? (CH4)

Internal Employee Group

Internet-based surveys

Which of the following is true of the Robinson-Patman Act?

It amends the Clayton Act to define price discrimination as unlawful.

Demands differ from wants in which way? (CH1)

It is the actual buying power a consumer has that enables him to fulfill his needs

________ are tradition-bound, suspicious of changes, and adopt an innovation only when it has become something of a tradition itself.

Lagging adopters

____ describes changes in an individual's behavior arising from experience.

Learning

Which of the following is an example of an unsought product?

Life insurance

Which of the following is a psychographic characteristic of a consumer?

Lifestyle

Which of the following is a psychographic of a consumer?

Lifestyle

____ is a persons pattern of living as expressed in his or her psychographics, including activities, interests, and opinions.

Lifestyle

The ________ consists of the actors close to the company who affect its capability to engage and serve its customers, including the company, suppliers, marketing intermediaries, customer markets, competitors, and publics (CH3)

Microenvironment

The ________ consists of the larger societal forces that affect the microenvironmentlong dash—demographic, economic, natural, technological, political, and cultural forces (CH3)

Microenvironment

The practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations is referred to as _______.

Micromarketing

Generation Y, or echo boomers, are also known as ________. They are the portion of the population that was born between 1977 and 2000 (CH3)

Millenials

________ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert social influence on others.

Opinion leaders

Which of the following terms best describes the process of designing and producing a container or wrapper for a product?

Packaging

________ refers to working closely with people inside and outside the company to jointly bring more value to customers.

Partner relationship management

A buyer's decision are influenced by ____ such as he buyer's age and life cycle stage, occupation, economic situation, lifestyle, and personality and self-concepts.

Personal characteristics

In the second stage of the buyer decision process, the consumer gathers information. The sources from which the buyer can collect this information include which of the following? (CH5)

Personal, commercial, public, and experiential sources

Today's specialized in producing a wide range of clothes and accessories for newborns and infants up to the age of 1 year. Pink is a market leader in the industry for clothes and accessories for toddlers and children up to age four. Recently, Pink and Toby's reached an agreement by the terms of which Pink will be able to sell all of Toby's products and thus target a larger market of children ranging from newborns to toddlers. Which of the following statements would explain this increase in Pink's product offerings?

Pink acquired Toby's and thus has new products that it can sell in the market.

Clorox sells five major product lines including cleaning, household, lifestyle, professional, and international. Together the product lines make up Clorox's ________.

Product mix

Historically, the concept by which marketing managers operated, which was based on being able to make the product efficiently and cost effectively, was the _________ Concept (CH1)

Production

Bass Pro Shops recognizes that outdoors enthusiasts are a diverse group. Likely segments include hunters, campers, and boaters. What is this segmentation method called?

Psychographic

Jeff is in the process of buying a new car. He carefully analyzes the features that he wants in a car, and perceives significant differences in price, quality, and features among three of his favorite models. He rates the models on each factor and ranks them in the order of his preference. To which of the following stages of the buyer decision process will Jeff most likely proceed next?

Purchase decision

People tend to interpret new info in a way that will support what they already believe is called ____ .

Selective Distortion

People cannot focus on all of the stimuli that surround them each day. A person's tendency to screen out the most of the information to which he or she is exposed is called ____ ?

Selective attention

________ means that consumers are likely to remember good points made about a brand they favor and forget the good points made about competing brands.

Selective retention

Which of the following needs in Maslow's hierarchy is generally satisfied last?

Self-actualization

Which of the following is a pure tangible good?

Shampoo

________ refers to the portion of the customer's purchase that a company gets in its product categories.

Share of customer

Which of the following types of products is likely to the priced the lowest?

Shopping

Susan has been redecorating her new condo for a year. She is carefully selecting every item. Susan finds an oriental rug that matches her color scheme and decor perfectly and purchases it immediately without engaging in comparison shopping. This is an example of a(n) _______.

Shopping product

Hallmark's classic "When you care enough to send the very best" slogan appeals to which need category in Maslow's hierarchy?

Social

While it is one of the newest marketing tools firms have to communicate with customers, _______________ is(are) now used by more than 90% of American organizations. (CH1)

Social Media

Which of the following statements about buying centers is true?

Some buying centers involve informal participants.

The starting point to understanding how consumers respond to various marketing effort is the ____ model of a buyer's behavior.

Stimulus-response

What are the major types of buying situations in the business market? (CH6)

Straight rebuy, modified rebuy, and new task

________ are customers who show low potential profitability and little projected loyalty.

Strangers

________ marketing is defined as socially and environmentally responsible marketing that meets the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs.

Sustainable

Collections of consumer and market information obtained from data sources within the company's network, or internal databases, are derived from several functional areas within the firm. __________ are not sources of internal data (CH4)

Syndicated databases

________ is defined as a business strategy where business buyers prefer to buy a complete solution to a problem from a single seller rather than buying separate products and services from several suppliers.

Systems selling

Which of the following is an example of a shopping product?

Television

Soda Stream is an innovation in soft drinks that enables consumers to create their own sodas at home with purchased syrup, tap water, and a carbonation device. To increase the adoption rate, the firm is advised to present the relative advantage. How would the relative advantage of Soda Stream be described? (CH5)

The Soda Stream ads suggest there are fewer bottles to carry and a reduced effort of having to recycle bottles

Which of the following statements about buying centers is true?

The buying center is not fixed and formally identified unit within a buying organization.

Which of the following statements about buying centers is true?

The buying center may involve informal participants who are not obvious to sellers.

Omni Healthcare's analgesic drug Cetaprin has a 40% share in the analgesics market in Terrania. Its closest competitor, Febex, has a 25% share in the market, while three other drugs split the remainder. Which of the following would most indicate that Cetaprin would be classified as a cash cow according to the BCG matrix?

The demand for analgesic drugs in the Terranian market is expected to remain stable.

Which of the following is true of the different demographics in the U.S.?

There is an increase in the telecommuting workforce.

Which of the following is an advantage of primary data?

They are more relevant than secondary data.

Which of the following is true of perceptual positioning maps?

They are used to analyze consumer perceptions of a brand versus competing products.

Marketing managers have to analyze what goes on in the consumers' "black box." The black box has two parts. The first is that the buyer's characteristics influence how he or she perceives and reacts to the stimuli. What is the second element? (CH5)

The buyer's decision process itself and how it affects his or her behavior

Advantages of consumer-generated marketing are the credibility and honesty of it and the appeals. Drawbacks for the marketing manager of consumer-generated marketing include ____________. (CH1)

Time consuming aspects, costliness, and the fact that it might not produce measurable results

The market penetration and market development strategies are similar in that ________.

both strategies involve selling the company's current products

Which of the following terms is used to describe a specific mix of human traits that may be attributed to a particular brand?

brand personality

A review of the sales, costs, and profit projections for a new product to find out whether they satisfy the company's objectives is called a _____________.

business analysis

A consumer who is potentially profitable but shifts loyalty toward better deals is referred to as a ________.

butterfly

The Niketown running community organizes bimonthly athletic training programs for Nike buyers. This is an example of a ________.

club marketing program

Which of the following would be considered a factor of the company's marketing economic environment?

consumer spending patterns

The production concept holds that ________.

consumers will favor products that are available and highly affordable

The selling concept holds that ________.

consumers will not buy enough of a firm's products unless the firm undertakes large-scale persuasion and promotion efforts

A laundry detergent is most likely to be an example of a_______________ product.

convenience

The concept of shared value focuses on ________.

creating economic value in a way that also creates value for society

The team-based new-product development approach is faster because departments work closely together through __________________.

cross-functional teams.

Corning produces Gorilla Glass screens that are used in the production of laptops, tablets, and smartphones. Corning promotes its product to final consumers to increase business demand for digital devices made with the specialized, toughened glass. This illustrates ________.

derived demand

Coolers has come up with the product idea of a new soft-drink that will have the lowest calorie count among all the competing products in this range. Which of the following types of research should Coolers use to identify the demographic group that would be their target market for this product?

descriptive research

According to the product concept, a company should ________.

devote its energy to making continuous product improvements

In an R-W-W framework, "R" stands for "real." In order to qualify as "real" the product must satisfy a genuine need in the market place. Which of the following best describes the genuine need that the Carnaby Street clothing line fulfills? a. It fulfills a practical need, the way a raincoat protects you from rain. b. It fulfills a psychological need, the way a mini-dress can make you feel young and attractive. c. It fulfills an identity need, the way fashionable shoes can make you feel like a part of a group or trend. d. It fulfills a wardrobe need, the way a suit can give you something appropriate to wear to a business meeting. e. all of the above

You considered abandoning the Carnaby Street line when you heard that a department store chain was coming out with a line that was based on 1960s British styles. However, the Carnaby Street line features silks and suedes, while the competitor's clothes are printed cottons only. Does Swazzi have a competitive advantage over the department store's line? a. Yes, silks and suedes are much more stylish and desirable than cottons. b. Yes, silks and suedes are much more expensive than cottons. c. No, silks and suedes are much less stylish and desirable than cottons. d. No, silks and suedes are much less expensive than cottons. e. No, whether silks and suedes are more desirable than cottons is a completely subjective matter that can't be predicted.

The market segments your company is targeting are conceptually distinguishable and respond distinctively to various marketing mix elements and programs. Therefore, these segments are______________.

differentiable

When Port Orleans Shipping uses segmented marketing, it targets several segments and designs separate offers for each one. This approach is called _____________ marketing.

differentiated

Company growth through starting up or acquiring businesses outside the company's current products and markets is called ________.

diversification

______ is the degree to which an innovation may be tried on a limited basis.

divisibility

2. In promoting Smoothsayer, your first inclination is to target the 35 and up market because the product is primarily an anti-aging cream. However, an associate points out that Smoothsayer is an effective acne fighter and protects against the sun's harmful UV rays. How do these facts change your thinking about Smoothsayer's target market? a. The strategy shouldn't change. Smoothsayer should still be targeted at the 35 and up market exclusively. b. Smoothsayer should be targeted at the 35 and up market that spends a lot of time outdoors. c. Smoothsayer should be targeted at the 35 and up market that still has problems with acne. d. Smoothsayer should be targeted at the 35 and up market that spends a lot of time outdoors and still has acne problems. e. Smoothsayer should be primarily targeted at the 35 and up market, but the younger market should not be ignored.

In which stage of the adoption process does the consumer consider whether trying the new product makes sense?

evaluation

Devon is in the market for a new car. She is seriously considering either a Honda Civic or Toyota Corolla because they both have excellent quality and safety ratings and are comparable in price. Devon is in the ________ stage of the buyer decision process.

evaluation of alternatives

The R-W-W framework is used in the second step of the new-product development process which involves _________________.

idea screening

In the ________________, an executive creates a write-up of a new-product idea to be presented to a new-product committee.

idea screening stage

A product line is considered to be too short if the manager can ____________________________.

increase profits by adding items

Iron ore is an example of an industrial product that is most likely to come in the category of ________________.

materials and parts.

In the _____________, a product's sales growth slows or levels off.

maturity stage

When the size, purchasing power, and profiles of a market segment can be determined, the market segment is said to be ________.

measurable

A business buyer is considering a change in product specifications, terms, and possibly suppliers. This buying situation is referred to as a(n) ________.

modified rebuy

When a product enters the maturity stage, the company should consider _________________.

modifying the product

Which of the following is most likely a consequence of the Great Recession of 2008 to 2009?

more sensible and mindful consumption

Acme Inc., has modified the production processes of its widgets and gadgets in order to enter the Eastern European market. Acme is likely following a ________ strategy.

no answer

Bill thought he had received the best deal on his new car. Shortly after the purchase, Bill started to notice certain disadvantages of his new car as he learned more about other cars available. Bill is experiencing ________.

no answer

Which of the following is a criticism of online marketing techniques that involves consumer information?

no answer

Which of the following is an esteem need according to Maslow's hierarchy of needs?

no answer

Which of the following methods could a marketing researcher use to obtain information that people are unwilling or unable to provide?

observational research

Firms that manufacture seasonal products target their consumers primarily through ________ segmentation.

occasion

A product mix is also known as a product___________.

portfolio

Simone bought two bottles of wine from two vineyards in Bordeaux. When asked for an opinion on the quality of the wines, she later mentioned that the Pontet Canet tasted like alcoholic grape juice, but the Chateau Margaux had a crisp taste that she really enjoyed. Which of the following stages of the buyer decision process do Simone's remarks reflect?

postpurchase behavior

Sally purchased a newly introduced moisturizing lotion. By attempting to find out if the lotion's perceived performance matched her expectations, Sally was measuring her level of customer ________.

satisfaction

Information collected from online databases on the Internet is an example of ________ data.

secondary

Some fast food restaurants offer tasty and convenient food at affordable prices, but in doing so they contribute to the soaring obesity rates and environmental problems. In this case, these fast-food restaurants have overlooked the ________ concept.

societal marketing

1. Marketers must be careful to guard against _________ when using age and life-cycle segmentation.

stereotyping

People cannot focus on all of the stimuli that surround them each day. A person's tendency to screen out most of the information to which he or she is exposed is called

selective attention.

Which of the following needs in Maslow's hierarchy of needs is generally satisfied the last?

self-actualization needs

A refrigerator is most likely to be an example of a___________ product.

shopping

Which of the following would be an example of narrowcasting using advertisements?

showing ads for diapers to would-be mothers in hospitals

The state department of health has allotted a significant amount of money for an advertising campaign that emphasizes the ill effects of smoking and spans radio, print, television, and online media. This is an example of ________ marketing.

social

The use of commercial marketing concepts and tools in programs designed to influence individuals' behavior to improve their well-being and that of their community is called ___________ marketing.

social

In which of the following customer relationship groups do organizations generally avoid investing?

strangers

Which of the following transforms marketing strategies into real values for consumers?

the four Ps of marketing

Which of the following concepts is based on a customer-centered philosophy?

the marketing concept

Which of the following is a common source of data supplied to internal databases?

the marketing department

Hysterias Inc. is a soft drink manufacturer that has many manufacturing plants around the world. They are planning to shift from using thermal power to wind power for their manufacturing plants in the Netherlands to decrease dependency on nonrenewable sources of energy. In which of the following segments of the company's marketing environment would this change be categorized?

the natural environment

Which of the following concepts holds that consumers will favor products that are available and highly affordable?

the production concept

Which of the following demonstrates the real value of a company's marketing research and information system?

the quality of customer insights it provides

Which of the following concepts calls for sustainable marketing?

the societal marketing concept

This ethnic segment of the American market comprises roughly 5% of the total population. _____________ are consistently more confident about their financial situations than other segments and are more likely to live within their means. They tend to avoid credit card debt and save more for future eventualities (CH3)

Asian Americans

Customer engagement marketing in the age of social media marketing differs from more traditional marketing, which relied on intrusion to build market share. Customer engagement marketing depends on __________ instead (CH1)

Attraction

________ refers to the buying behavior of organizations that buy goods and services for use in the production of other products and services that are sold, rented, or supplied to others (CH6)

Business buyer behavior

Many firms use company intranet and internal CRM systems to facilitate the process of granting access to research and intelligence information, customer contact information, and reports within the firm. Some or all of this data might also be shared with suppliers, customers, resellers, and select other network members via what delivery mechanism? (CH4)

Extranets

Designing a business portfolio involves finding businesses and products the company should consider in the future. Companies need growth if they are to compete more effectively, satisfy their stakeholders, and attract top talent. At the same time, a firm must be careful not to make growth itself an objective. The company's objective must be to manage __________. (CH2)

Profitable Growth

Consumer purchases are strongly influenced by many factors the marketer cannot control. __________ is a factor that the marketer can control (CH5)

Promotion

Some companies hire lobbyists to influence legislation affecting their industries and stage media events to gain favorable press coverage. These firms will often run ________, which are ads expressing editorial points of view (CH3)

advertorials

The decision-making unit of a buying organization is called its ________. It consists of all the individuals and units that play a role in the business purchase decision-making process. (CH6)

buying center

To exercise their social responsibility and build more positive images, many companies are now building efforts in the area of ________ marketing, linking themselves to respectable, socially minded organizations and ideas, which firms increasingly use as a form of corporate giving (CH3)

cause-related

Abel now has the buying power to purchase the computer that he wanted to buy six months ago. Abel's want has most likely become a(n) ________.

demand

When backed by buying power, wants become ________.

demands

The main differences between consumer and business buyer behavior include differences in market structure and demand, ________, and the types of decisions and the decision process involved. (CH6)

the nature of the buying unit

If Google wrote its mission statement, what would it be advised to write? The mission of Google is __________. (CH2)

to give people a window into the world's information, wherever it might be found

Many firms are already using ________ technology to track products through various points in the distribution channel. (CH3)

MARKETING FIRST MIDTERM

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