MKTG 300 Final prep

Ch.4 Which one of the following statements about marketing research in small businesses and​ non-profit organizations is​ correct? A. Only large companies can afford to conduct marketing research. B. Surveys are the only research approach that can be effectively used by small businesses and​ non-profits. C. Although the research methods of small businesses and nonprofits are less complex and​ costly, they still must be conducted carefully. D. Small companies and​ non-profits do not need marketing information. E. Good research requires large sample​ sizes, which are not feasible for small businesses and​ non-profits.

Although the research methods of small businesses and nonprofits are less complex and​ costly, they still must be conducted carefully.

Ch. 7 What is​ positioning? A. Selecting which segments to enter B. Dividing a market into smaller groups of buyers C. Selecting which customers to serve D. Arranging for a market offering to occupy a​ clear, distinctive, and desirable place relative to competing products in the minds of target consumers E. Developing profiles of market segments

Arranging for a market offering to occupy a​ clear, distinctive, and desirable place relative to competing products in the minds of target consumers

Ch. 7 Anythinglefthanded.com.uk only sells products designed for​ left-handed people. Which targeting strategy is it​ using? A. Undifferentiated marketing B. Differentiated marketing C. Individual marketing D. Concentrated marketing E. Local marketing

Concentrated marketing

Ch. 7 ​________, which divides the market into segments based on variables such as​ age, life-cycle​ stage, and​ gender, is the most commonly used approach to segmenting consumer markets. A. Niche marketing B. Demographic segmentation C. Behavioral segmentation D. Psychographic segmentation E. Micromarketing

Demographic segmentation

Ch. 7 A company can differentiate itself from competitors using symbols such as​ McDonald's golden​ arches, Twitter's​ bird, and the Nike swoosh. Which type of differentiation is​ this? A. People differentiation B. Product differentiation C. Channel differentiation D. Image differentiation E. Services differentiation

Image differentiation

Ch. 7 ​________ divides buyers into different segments based on social​ class, lifestyle, or personality characteristics. A. Psychographic segmentation B. Behavioral segmentation C. ​Cross-market segmentation D. Undifferentiated marketing E. Benefit segmentation

Psychographic segmentation

Ch. 6 Which of the following is an example of an institutional​ buyer? A. The U.S. Navy B. Apple C. Tenet Healthcare D. Walmart E. Proctor​ & Gamble

Tenet Healthcare

Ch. 5 The​ statements, "I only buy the​ best" and​ "The Japanese make the best cars in the​ world," represent​ ________. A. attitudes B. drives C. motives D. perceptions E. physiological needs

attitudes

Ch.4 ​Today, many marketing managers are overloaded and sometimes overwhelmed by the amount of market information available to them.​ ________ is the general term that refers to the problems and opportunities that emerge from organizations attempting to make sense of the large complex datasets that have been amassed from a variety of sources. A. marketing intelligence B. market research C. big data D. internal data E. positioning

big data

Ch. 6 The more complex the​ purchase, the more likely it is that several people will participate in the​ decision-making process. Buying committees composed of technical experts and top management are common in the buying of major goods. These organizational groups are commonly referred to as the​ ________. A. gatekeepers B. buying center C. buying organization D. supplier development department E. procurement office

buying center

Ch. 5 An​ individual's ________, that​ is, the shared beliefs and values that distinguish one group from​ another, is/are the most basic cause of a​ person's wants and behavior. A. social status B. culture C. physiological needs D. motivations E. perceptions

culture

Ch. 6 Business demand for​ Gore-Tex fabrics derives from consumer purchases of outdoor apparel brands made from​ Gore-Tex. This is an example of the concept of​ ________. A. a straight rebuy B. inelasticity of demand C. fluctuating demand D. derived demand E. formalized decision making

derived demand

Ch. 5 For the purchase of products like table​ salt, which often occur under conditions of​ low-consumer involvement and little significant brand​ difference, consumers typically engage in​ ________ buying behaviors. A. complex B. ​variety-seeking C. brand​ loyalty-driven D. habitual E. ​dissonance-reducing

habitual

Ch.4 Much of​ Pinterest's success is due to how it used marketing information to​ ________. A. change the name of its website B. understand that its site was not useful to businesses C. send targeted email to key customers D. identify a unique customer insight E. increase its profits

identify a unique customer insight

Ch. 6 ​Motives, perceptions and preferences are​ _______ factors than can influence the​ business-buying decision process. A. economic B. individual C. cultural D. organizational E. interpersona

individual

Ch. 6 Items such as technical​ specifications, quantities, delivery​ times, return​ policies, and warranties are included in the​ ________. A. supplier selection B. ​order-routine specification C. product specification D. proposal solicitation E. general need description

​order-routine specification

Ch.5 The​ ________ model of buyer behavior suggests that marketing and other stimuli enter the​ consumer's "black​ box" and produce certain attitudinal and behavioral responses. A. Maslow B. marketing stimuli C. ​stimulus-response D. ​black-box E. ​self-actualization

​stimulus-response

Ch. 6 Many large retailers such as​ Walmart, Target, Home​ Depot, and​ Lowe's have turned over ordering and inventory responsibilities to their​ suppliers, a practice commonly referred to as​ ________. A. performance review B. straight rebuy C. product value analysis D. ​vendor-managed inventory E. ​e-procurement

​vendor-managed inventory

Ch. 6 Which of the following is a​ business-to-business market​ transaction? A. A grocery store buying cereal from​ Kellogg's B. A person buying his or her weekly groceries C. The U.S. government buying supplies for military personnel D. A family vacationing at Disneyland E. A hospital buying medical supplies

A grocery store buying cereal from​ Kellogg's

Ch. 5 ​________ is the first stage in the new product adoption process. A. Interest B. Trial C. Adoption D. Evaluation E. Awareness

Awareness

Ch. 6 What is the nature of demand in business​ markets? A. Business market demand is independent of consumer market demand. B. Demand in business markets is elastic. C. Changes in consumer demand will cause changes in business demand. D. Demand in business markets does not fluctuate. E. Demand in business markets fluctuates less than in consumer markets.

Changes in consumer demand will cause changes in business demand.

Ch.4 In response to concerns about intrusions of​ privacy, most large companies now appoint a​ ________ to safeguard the information of consumers who do business with the company. A. Chief Privacy Officer​ (CPO) B. Chief Information Officer​ (CIO) C. customer insight team D. Chief Operating Officer​ (COO) E. Chief Financial Officer​ (CFO)

Chief Privacy Officer​ (CPO)

Ch.4 ​________ is the systematic​ monitoring, collection, and analysis of publicly available information about​ consumers, competitors, and developments in the marketplace. A. Big data B. Causal research C. Competitive marketing intelligence D. A marketing information system E. Exploratory research

Competitive marketing intelligence

Ch. 5 Five characteristics are important in influencing an​ innovation's rate of adoption. As​ ________ increases, the rate of adoption is slower. A. Compatibility B. Divisibility C. Communicability D. Complexity E. Relative advantage

Complexity

Ch.4 ​________ is the first step in the marketing research process. A. Developing the research plan B. Collecting data C. Defining the problem and research objectives D. Interpreting and reporting the findings E. Analyzing data

Defining the problem and research objectives

Ch. 7 Which of the following statements about segmentation is​ true? A. Buyers within a market segment have different​ needs, characteristics, and behaviors. B. Different segments might require different marketing strategies or mixes. C. Market segmentation is part of a​ company's value proposition. D. Most companies today mass market and do not segment their markets. E. Segmentation identifies individual buyers that can be targeted with a market offering.

Different segments might require different marketing strategies or mixes.

Ch. 6 The​ ________ Web site provides a single point of entry through which commercial vendors and government buyers can​ post, search,​ monitor, and retrieve opportunities solicited by the entire federal contracting community. A. Department of Veterans Affairs B. Small Business Administration C. Defense Logistics Agency D. Federal Business Opportunities E. General Services Administration

Federal Business Opportunities

Ch. 7 The Westin Stamford Hotel in Singapore failed when it once advertised itself as the​ world's tallest hotel. This difference was not worth establishing because it did not satisfy which of the following​ criteria? A. Communicable B. Important C. Superior D. Preemptive E. Distinctive

Important

Ch. 7 On the My​ M&Ms Web​ site, users can place custom orders for​ M&Ms. They can choose their own​ colors, put a personalized text message on the​ candies, and even upload a photo to be placed on each​ M&M. Which targeting strategy is​ M&M using​ here? A. Local marketing B. Concentrated marketing C. Undifferentiated marketing D. Differentiated marketing E. Individual marketing

Individual marketing

Ch. 5 Which adopter group is skeptical and adopts a new product only after a majority of people have tried​ it? A. Early adopters B. Innovators C. Lagging adopters D. Early mainstream E. Late mainstream

Late mainstream

Ch. 5 Variety-seeking behavior would result from which of the following​ conditions? A. Low involvement and few differences between brands B. Low involvement and significant differences between brands C. Buyers do not engage in variety seeking behavior. D. High involvement and significant differences between brands E. High involvement and few differences between brands

Low involvement and significant differences between brands

Ch. 7 When marketers target segments such as sports​ fans, do-it-yourselfers,​ commuters, and wine​ enthusiasts, which base of segmentation are they​ using? A. Psychographic segmentation B. Intermarket segmentation C. Behavioral segmentation D. Demographic segmentation E. Geographic segmentation

Psychographic segmentation

Ch. 5 What determines whether a buyer is satisfied or dissatisfied with a​ purchase? A. How others feel about the purchase B. Satisfaction is determined by the relationship between the​ consumer's expectations and the​ product's perceived performance. C. Whether or not the buyer experienced cognitive dissonance D. The number of alternatives considered in the purchase decision E. The amount of information gathered in the decision process

Satisfaction is determined by the relationship between the​ consumer's expectations and the​ product's perceived performance.

Ch.4 Which of the following statements about competitive marketing intelligence is​ correct? A. Monitoring a​ competitor's website is unethical. B. Marketing intermediaries are not good sources of competitive marketing intelligence. C. Marketing intelligence information is not available from the U.S. government. D. Companies should not be concerned about competitors accessing publicly available information about them. E. The goal of competitive marketing intelligence is to improve strategic decision making.

The goal of competitive marketing intelligence is to improve strategic decision making.

Ch. 7 What is the purpose of​ differentiation? A. To allow a firm to offer the lowest prices B. To select the segment or segments to enter C. To create superior customer value D. To divide the market into smaller groups of buyers E. To market high quality products

To create superior customer value

Ch.4 What is the overall purpose of customer insight​ groups? A. To use information to increase company profits B. To identify underperforming products C. To monitor social media while other research teams mine big data D. To develop customer insights from which the company can create more value for customers E. To collect information from a narrow range of data sources

To develop customer insights from which the company can create more value for customers

Ch.4 Companies like​ Coca-Cola and Geico have formed​ ________, typically led by a senior marketing executive and made up of experts from across the​ organization, whose purpose is to collect and analyze customer and market information from a wide variety of sources in order to identify and act upon new market opportunities. A. customer insights teams B. employee focus groups C. customer advocacy groups D. marketing research departments E. social media monitoring command centers

customer insights teams

Ch.4 Companies use​ ________ to sift through large amounts of big data and dig out interesting findings relevant to creating customer value. A. CRM B. data warehouses C. touch points D. data mining E. social media

data mining

Ch.4 Companies use​ ________ to gather company​ wide, finely detailed customer and market information and store it in a centralized and accessible location. A. data warehouses B. data mining C. touch points D. CRM E. social media

data warehouses

Ch.4 The first stage of the marketing research​ process, which involves​ ________, is often the most difficult step in the research process. A. defining the research problem and setting research objectives B. developing a research plan for acquiring needed data C. designing the survey D. developing a sampling plan E. implementing the marketing research plan

defining the research problem and setting research objectives

Ch. 7 One important consideration in using a differentiated targeting strategy is that​ ________. A. focusing on what is common in consumers can potentially appeal to the largest number of buyers B. the demand for customized products is decreasing C. serving one or a few smaller segments can limit sales D. it can increase costs E. it is easier for the company because it needs to manage only one market offering

it can increase costs

Ch. 7 The process of evaluating each market​ segment's attractiveness and selecting one or more market segments to enter is called​ ________. A. market segmentation B. differentiation C. a​ customer-driven marketing strategy D. market targeting E. positioning

market targeting

Ch.4 A​ ________ consists of people and procedures dedicated to assessing information​ needs, developing the needed​ information, and helping decision makers use the information to generate and validate actionable customer and market insights. A. CRM system B. customer insights team C. data warehouse D. marketing information system E. marketing department

marketing information system

Ch. 6 The U.S. government normally awards contracts to​ ________. A. foreign suppliers B. the lowest bidder C. the highest bidder D. the supplier with the highest quality item E. the supplier with the best reputation

the lowest bidder

Ch.4 One advantage to using internal databases for information is that​ ________. A. internal information is in a form that is useful for making marketing decisions B. the information stored in internal databases is always current C. internal information is accurate and complete D. internal information sources are easy to manage E. they can be accessed quickly and cheaply

they can be accessed quickly and cheaply

Ch. 5 Forces and events in the​ buyer's environment enter the​ buyer's black​ box, where they are turned into a set of buyer responses. These buyer responses include​ __________. A. the​ buyer's attitudes and​ preferences, brand engagement and​ relationships, and purchase behavior B. the​ buyer's decision process and the​ buyer's characteristics C. the​ buyer's attitudes and preferences and the​ buyer's decision process and purchase behavior D. the​ buyer's characteristics and purchase behavior E. the​ buyer's attitudes and​ preferences, purchase​ behavior, and marketing stimuli

the​ buyer's attitudes and​ preferences, brand engagement and​ relationships, and purchase behavior

Ch. 6 How is the​ business-buying decision process different from the​ consumer-buying decision​ process? A. ​Business-to-business marketers keep customers by meeting current needs and by partnering with them to help solve their problems. B. The​ business-buying decision process is shorter than the​ consumer-buying decision process. C. ​Business-buying decisions are less formal. D. Business buyers face less complex buying decisions than consumers do. E. ​Business-to-business marketers do not work as closely with their customers as consumer marketers.

​Business-to-business marketers keep customers by meeting current needs and by partnering with them to help solve their problems.

Ch. 5 The cultural factors that influence buyer behavior include​ _____. A. ​Culture, subculture, and social class B. ​Culture, social​ class, and family C. ​Culture, subculture,​ beliefs, and attitudes D. ​Culture, subculture and family. E. ​Culture, subculture, small​ groups, and social networks

​Culture, subculture, and social class

Ch. 5 Stimuli in the​ buyer's environment includes​ ________. A. brand engagement and relationships B. ​economic, technological,​ social, and cultural forces C. the 4 Ps and buying attitudes and preferences D. ​buyer's characteristics and​ buyer's decision processes E. the 4​ Ps, social​ factors, and purchase behavior

​economic, technological,​ social, and cultural forces

Ch. 6 In which type of buying situation will a buyer usually go through all the stages of the business buying​ process? A. A straight rebuy B. A new​ task-buying situation C. A modified rebuy D. The purchase of raw materials E. The purchase of a business service

A new​ task-buying situation

Ch. 6 Every Monday a pizzeria places the same order with its supplier for pepperoni. Which type of buying situation does this​ represent? A. A straight rebuy B. A consumer transaction C. Systems selling D. A new task situation E. A modified rebuy

A straight rebuy

Ch.4 A colleague needs to collect descriptive data about her​ customer's attitudes. She has not done this type of research before. What research approach would you recommend to best suit this research​ project? A. A survey B. An ethnographic study C. An experiment D. Observation E. Use secondary data

A survey

Ch. 5 Which of the following correctly identifies the personal factors that influence consumer buyer​ behavior? A. Age and lifecycle​ stage, lifestyle, economic​ situation, occupation, and personality and​ self-concept B. ​Occupation, economic​ situation, lifestyle,​ family, and social class C. ​Subculture, lifestyle, economic​ situation, and age and lifecycle stage D. Age and lifecycle​ stage, occupation, economic​ situation, lifestyle, and motivation E. ​Motivation, beliefs and​ attitudes, perception, and learning

Age and lifecycle​ stage, lifestyle, economic​ situation, occupation, and personality and​ self-concept

Ch. 7 Toothpastes claim they​ "whiten teeth,"​ "fight bad​ breath," and​ "reduce plaque." Which base of segmentation is being used in this​ example? A. Benefits sought B. Demographics C. Occasions D. Geographic E. Psychographics

Benefits sought

Ch. 6 Which of the following statements regarding the business market is​ correct? A. In the business market buying​ process, buyers and sellers are less dependent on each other than in the consumer market. B. Business buying decisions are less complex than consumer buying decisions. C. The business market has more buyers than the consumer market. D. The business market is not as large as the consumer market in terms of dollars spent and items purchased. E. Business marketers normally deal with far fewer but far larger buyers than the consumer marketer does.

Business marketers normally deal with far fewer but far larger buyers than the consumer marketer does.

Ch.4 ________ integrates everything that a​ company's sales,​ service, and marketing teams know about individual​ customers, providing a​ 360-degree view of the customer relationship. A. Digital intelligence command center B. CRM C. A commercial online database D. A focus group E. Neuromarketing

CRM

Ch. 7 A colleague wants to evaluate the attractiveness of a particular market segment. Which of the following would be good advice for your​ colleague? A. A segment is attractive if there are substitute products available. B. ​Fast-growing segments are always attractive. C. If a segment is larger than​ others, it should be targeted. D. Carefully consider the degree of competition and ease of entry into the segment. E. The power of buyers is not a consideration when evaluating the attractiveness of a segment.

Carefully consider the degree of competition and ease of entry into the segment.

Ch. 7 Which of the following statements regarding segmentation is​ correct? A. The business market is homogenous and is not segmented. B. As gender roles have​ changed, gender is no longer a useful form of segmentation. C. Companies that segment based on income primarily target the affluent. D. Consumer and business marketers use many similar​ variables, but business marketers uses additional variables to segment their markets. E. The use of demographics to segment markets has declined in recent years.

Consumer and business marketers use many similar​ variables, but business marketers uses additional variables to segment their markets.

Ch. 5 Which of the following correctly defines the consumer​ market? A. Individuals and households that buy goods and services for personal consumption B. Consumers and the businesses that sell to them C. Consumers who spend more than​ $5000.00 yearly on goods and services D. Consumers and the resellers who consumers buy their products from E. ​Manufacturers, resellers, and consumers

Individuals and households that buy goods and services for personal consumption

Ch. 6 A university is buying notebook computers for its faculty. The​ university's Information Technology department has been asked to provide specifications and recommendations for this purchase. The IT department is playing which role in the​ university's buying​ center? A. User B. Decider C. Gatekeeper D. Buyer E. Influencer

Influencer

Ch. 5 Which of the following correctly identifies the first two adopter groups that adopt a new​ product? A. Innovators and laggard adopters B. Innovators and early adopters C. Late mainstream and laggard adopters D. Early mainstream and late mainstream E. Early adopters and early mainstream

Innovators and early adopters

Ch. 6 Which of the following statements regarding the institutional market is​ correct? A. Institutional markets are characterized by large budgets. B. Institutional markets are characterized by low budgets and captive patrons. C. Marketers do not recognize the special characteristics and needs of institutional buyers. D. Institutional markets are relatively small. E. Institutional buyers always seek to minimize costs.

Institutional markets are relatively small.

Ch.4 Which of the following statements about big data is​ correct? A. Analyzing big data always leads to useful customer insights. B. Analyzing big data is an easy task. C. One result of big data is that marketing managers are often overloaded and overwhelmed with information. D. Big data actually refers to very small data sets. E. Big data is important because marketers today need more information to make good decisions.

One result of big data is that marketing managers are often overloaded and overwhelmed with information.

Ch.4 Which of the following statements about online research is​ correct? A. Experiments cannot be conducted online. B. Online surveys generally have higher response rates than those conducted by mail or phone. C. Focus groups are rarely conducted online. D. It is more expensive to conduct online research than to do a​ mail, phone, or personal interview. E. Online research is feasible only for large companies.

Online surveys generally have higher response rates than those conducted by mail or phone.

Ch. 6 __________ is the stage of the​ business-buying decision process that occurs after a problem is recognized and a general need description is developed. A. Need recognition B. Supplier selection C. Proposal solicitation D. Product specification E. Performance review

Product specification

Ch.4 Which of the following would be good advice for someone that is conducting marketing research in a foreign​ country? A. Language translation will be easy. B. Reaching respondents in other parts of the world is more difficult than it is in the United States. C. Consumers in foreign markets generally enjoy participating in marketing research. D. You can easily find good secondary data in most foreign markets. E. Globalization has slowed​ down, so international research is no longer necessary.

Reaching respondents in other parts of the world is more difficult than it is in the United States.

Ch. 5 ​________ are the social factors that influence consumer buyer behavior. A. ​Motivation, perception,​ learning, beliefs, and attitudes B. Age and lifecycle stage and lifestyle C. ​Personality, self-concept, and lifestyle D. Small​ groups, social​ networks, family, social​ roles, and status E. ​Culture, subculture, and social class

Small​ groups, social​ networks, family, social​ roles, and status

Ch. 6Which of the following statements regarding the U.S. government market is​ correct? A. Government buying is based solely on economic criteria. B. The U.S. government is the largest buyer of goods and services in the world. C. Selling to the U.S. government requires no specific knowledge of that market. D. The U.S. government market is not affected by environmental factors. E. Government buying is not scrutinized by outside publics.

The U.S. government is the largest buyer of goods and services in the world.

Ch. 5 According to the model of buyer​ behavior, what are the two parts of a​ buyer's black​ box? A. Cultural forces and marketing stimuli B. The​ buyer's attitudes and preferences and the​ buyer's purchase behavior C. Purchase behavior and cultural forces. D. The​ buyer's characteristics and the​ buyer's decision process E. The 4 Ps and social forces.

The​ buyer's characteristics and the​ buyer's decision process

Ch. 6 The buying center of an organization consists of​ ________. A. the entire buying organization B. the choice of suppliers C. economic and technical factors D. all individuals and units that play a role in the buying purchase decision process E. the buying decision process

all individuals and units that play a role in the buying purchase decision process

Ch. 5 ​Gatorade's famous​ "Like Mike" campaign featuring Michael Jordan appealed to young athletes who idolized the NBA star. This promotional campaign is an example of how marketers effectively utilize​ ________ in promoting their products and services. A. role and status B. buzz marketing C. online social networks D. social class E. aspirational groups

aspirational groups

Ch. 6One problem with​ business-to-business e-procurement is that it​ ________. A. reduces purchasing efficiency B. can erode​ long-standing customer-supplier relationships C. increases paperwork requirements D. increases transaction costs E. increases the time between order and delivery

can erode​ long-standing customer-supplier relationships

Ch. 5 When consumers engage in​ ________ buying​ behavior, they go through a learning​ process, so it is most important that marketers understand information gathering and evaluation behavior. A. ​low-involvement B. ​variety-seeking C. complex D. ​dissonance-reducing E. habitual

complex

Ch. 5 The U.S.​ ________ currently accounts for more than​ $16 trillion worth of spending on goods and services each year. A. Department of Education B. federal government C. economy D. Department of Defense E. consumer market

consumer market

Ch.4 Target recently made some of its customers very uneasy when it used its buying histories to figure out that it had a baby on the​ way, including accurate estimates of child gender and due date. This incident triggered an avalanche of public concern relating to​ ________. A. Big Data B. product safety C. ​anti-competitive business practices D. marketing information systems E. consumer privacy

consumer privacy

Ch. 7 If men and women respond similarly to the same marketing​ mix, they do not constitute different segments. Gender would not be effective in this example because the segment is not​ ________. A. accessible B. measurable C. actionable D. substantial E. differentiable

differentiable

Ch. 7 ​P&G markets at least six different laundry detergent brands in the United States​ (Tide, Gain,​ Cheer, Era,​ Dreft, and​ Bold), which compete with each other on supermarket shelves.​ P&G further segments each detergent brand to serve even narrower niches. This is an example of​ a(n) ________. A. concentrated marketing strategy B. individual marketing strategy C. local marketing strategy D. value proposition E. differentiated marketing strategy

differentiated marketing strategy

Ch. 5 Research has shown five characteristics to be especially important in influencing an​ innovation's rate of adoption. One of these​ characteristics, ________, refers to the degree to which the innovation might be tried on a limited basis. A. communicability B. relative advantage C. compatibility D. complexity E. divisibility

divisibility

Ch. 5 Of the five adopter​ groups, ________ are most widely regarded to be opinion leaders. A. early adopters B. innovators C. early mainstream adopters D. late mainstream adopters E. laggards

early adopters

Ch.4 Coors insight teams interact anonymously with bar​ patrons, supermarket​ shoppers, restaurant​ diners, and convenience store clerks to gain authentic insights into how middle American consumers​ buy, drink,​ dine, and socialize around Coors and competing brands. This is an example of​ ________ research. A. experimental B. causal C. brand D. ethnographic E. descriptive

ethnographic

Ch.4 Many firms securely share relevant​ sales, inventory, product​ development, and marketing information with suppliers and other external partners via its​ ________. A. marketing information system B. CRM system C. extranet D. data warehouse E. intranet

extranet

Ch.4 Companies set up​ ________, which allow key customers and​ value-network members to access​ product, account, and other data anytime they need to. A. intranets B. data warehouses C. extranets D. wireless networks E. websites

extranets

Ch.4 You and seven other people are talking with a trained moderator about your feelings and thoughts regarding a potential new product. For doing​ this, you receive a small payment. You are participating in​ a(n) ________. A. immersion group B. ethnographic study C. individual interview D. experiment E. focus group interview

focus group interview

Ch. 6 The​ ________ market consists of​ schools, hospitals, nursing​ homes, prisons, and other institutions that provide goods and services to people in their care. A. government B. institutional C. ​not-for-profit D. B2B E. consumer

institutional

Ch.4 To develop needed​ information, marketing information systems utilize​ ________. A. internal​ databases, marketing​ intelligence, and marketing research B. marketing​ managers, information​ users, and internal databases C. internal​ databases, big​ data, and market research D. internal​ databases, marketing​ research, and marketing managers E. marketing​ intelligence, marketing​ research, and the marketing environment

internal​ databases, marketing​ intelligence, and marketing research

Ch. 6 Because organizational buying centers usually include many participants who influence each​ other, ________ also influence the business buying process. A. internal organizational factors B. external environmental factors C. economic factors D. Individual factors E. interpersonal dynamics

interpersonal dynamics

Ch.4 According to the​ text, two major public policy and ethical issues in marketing research are​ ________. A. international research and intrusions on consumer privacy B. intrusions on consumer privacy and the misuse of research findings C. intrusions on consumer privacy and unsafe products D. improper sampling procedures and the misuse of research findings E. the misuse of research findings and deceptive advertising

intrusions on consumer privacy and the misuse of research findings

Ch. 7 ​Macy's has rolled out a localization program called​ "My Macy's" in which merchandise is customized under 69 different geographical districts. Blending local customer requests with store transaction​ data, Macy's district managers can customize merchandise assortments for its stores. This local marketing approach is a form of​ ________. A. market segmentation B. concentrated marketing C. micromarketing D. undifferentiated marketing E. differentiated marketing

micromarketing

Ch. 6 Jim is an account manager for a leading paper manufacturing and supply company based in the Northeast U.S. One of his leading​ clients, a leading education​ publisher, wants to change product specifications and the terms of its delivery schedules. This type of purchasing situation would be categorized as a​ ________. A. purchase order B. new task C. systems selling D. modified rebuy E. straight rebuy

modified rebuy

Ch. 5 The first stage of the buyer decision​ process, ________, can be triggered by either internal or external stimuli. A. cognitive dissonance B. information search C. purchase intention D. alternative evaluation E. need recognition

need recognition

Ch. 6 Once a supplier has been​ selected, buyers typically prepare​ a(n) ________ that details items such as technical​ specifications, quantity​ needed, expected delivery​ time, return​ policies, and warranties. A. purchase order B. performance review C. general need description D. order routine specification E. request for proposal

order routine specification

Ch.4 ncreasing consumer privacy concerns have become a major problem for the marketing research industry. Companies face the challenge of unearthing​ valuable, but potentially sensitive consumer​ data, while also maintaining consumer trust. At the same​ time, consumers wrestle with the​ trade-offs between​ ________ and privacy. A. pricing discounts B. public safety C. a more sustainable environment D. loyalty program points E. personalization

personalization

Ch. 7 The final step in implementing a​ market-driven strategy is​ ________, which consists of arranging for a market offering to occupy a​ clear, distinctive, and desirable place relative to competing products in the minds of target consumers. A. geographic segmentation B. differentiation C. socially responsible target marketing D. positioning E. market segmentation

positioning

Ch. 7 A​ ________ illustrates consumer views of brands versus those of competing products on important buying dimensions. A. unique selling proposition B. competitive advantage C. target market D. positioning map E. market segment

positioning map

Ch.4 To deliver real value to​ marketers, marketing information must​ ________. A. be obtained inexpensively B. be quantitative C. come from big data D. increase the​ company's profits E. provide useful customer insights

provide useful customer insights

Ch.4 Competitive marketing intelligence uses​ ________ data sources. A. private B. internal C. expensive D. publicly available E. ​competitor's internal

publicly available

Ch. 5 In the buyer decision​ process, after a consumer has recognized a​ need, he or she will​ ________. A. experience cognitive dissonance B. form a purchase intention C. evaluate alternatives D. make a purchase decision E. search for information

search for information

Ch. 7 The first step in creating a​ market-driven strategy is​ ________, which involves dividing a market into smaller segments of buyers with distinct​ needs, characteristics, or behaviors that might require separate marketing strategies or mixes. A. positioning B. differentiation C. segmentation D. specifying a value proposition E. market targeting

segmentation

Ch.4 Any contact between a customer and a company is called a​ ________. A. touch point B. purchase C. sales call D. satisfaction survey E. service call

touch point

Ch. 7 A​ brand's ________ represents the full mix of benefits on which a brand is differentiated and positioned and is the answer to the​ customer's question,​ "Why should I buy your​ brand?" A. positioning B. competitive advantage C. value proposition D. target market E. positioning map

value proposition