Test 1

A  Consumer panel

B  Responder group

C  Consumer experiment

D  Contributor group

E  Statistical package

A  Situation analysis reserach

B  Open-ended reserach

C  Focus group research

D  Quantitative research

A  Asks yes or no type questions

B  Relies on open-ended questioning

C  Provides more representative samples of consumers

D  Asks closed-ended questions

A  Historical company records on sales, costs, and advertising for the past ten years.

B  None of these is a good choice

C  A Google search

D  U.S. Census Bureau reports

E  Company implemented specific market research tests to gather new data.

A  Is often all that is needed to solve a problem.

B  Should be considered before primary data is collected.

C  May not be specific enough to answer the question under consideration.

D  All of these alternatives are correct.

A  Eisner data

B  Secondary data

C  Primary data

D  Recycle data

A  Experiment

B  Hypothesis testing

C  Situation analysis

D  Intranet

E  Data warehouse

A  Analyzing the situation, defining the problem, getting problem-specific data, interpreting the data, solving the problem.

B  Analyzing the situation, getting problem-specific data, interpreting the data, defining the problem, solving the problem.

C  Defining the problem, analyzing the situation, getting problem-specific data, interpreting the data, solving the problem.

D  Getting problem-specific data, interpreting the data, defining the problem, analyzing the situation.

A  Hypotheses

B  Progressions

C  Data quants

D  Marketing Z modeling

E  Situation analyses

A  Marketing status project

B  Marketing processing dept.

C  Marketing information system

D  Marketing logistics system

E  Marketing model

A  Marketing Research

B  Marketing planning

C  Marketing processing

D  Marketing structure

A  Effective gatekeeping

B  Just-in-time delivery

C  Total quality shipping

D  Assured outsourcing

A  New-task

B  Straight rebuy

C  Extensive problem-solving

D  Modified rebuy

A  May specialize by product area if he/she works for a large organization.

B  Is basically a clerk who fills out paperwork to place orders.

C  Is only interested in finding the lowest possible price for a product.

D  Is the only person a business-to-business salesperson ever needs to see in order to make a sale to a buying organization.

A  All of these alternatives are correct.

B  each customer may need to be treated as a different segment.

C  NAICS codes may help in segmenting manufacturers but not producers of services.

D  the geographic location of the customer is likely to be less important than in segmenting consumer markets.

A  Provide info. about industry trends

B  All of these answers are correct

C  Serve as technical consultants to their customers.

D  Provide J.I.T. delivery

A  Offers lowest price.

B  Offers AEG certification.

C  Offers widest assortment

D  Enables the firm to operate more efficiently with the least risks.

A  Business-to-business marketing includes marketing to final consumers.

B  Marketing to organizations is just like marketing to final consumers.

C  Purchasing decisions by organizational buyers are usually more economic and less emotional as compared to consumers.

D  Firms may choose to serve either organizational buyers or final consumers, but not both.

A  Learned set

B  Culture

C  Personal environment

D  Opinion set

E  Motivation

A  A channel captain

B  An opinion leader

C  A source

D  A consumer advocate

A  Grandparents

B  CSUN instructor

C  Family

D  Reference group

A  Social group dynamics

B  Personality analytics

C  Opinion insight

D  Lifestyle analysis

A  Discover the attitudes of the firm’s target market.

B  Change existing negative attitudes.

C  Create new attitudes toward his or her brand.

D  Strengthen existing positive attitudes.

A  more action-oriented than beliefs

B  reasonably enduring points of view about something

C  usually thought of as involving liking or disliking

D  All of these alternatives are correct.

E  Things we believe strongly enough to be willing to take some action

A  None of these alternatives is correct

B  Drive, cue, response, reinforcement

C  reinforcement, drive, cue, response

D  Cue, response, drive, reinforcement

A  Selective calculation

B  Selective organization

C  Selective exposure

D  Reinforced cognition

A  Selective learning

B  Focal socialization

C  Selective perception

D  Selective exposure

A  Physiological, safety, social, and personal needs.

B  Personal, social, safety, and physiological needs.

C  safety, personal, social, and physiological needs.

D  Social, personal, safety, and physiological needs.

A  Satisfying a need

B  The “economic-buyer” model of buyer behavior

C  Satisfying a want

D  All of these are equally good answers

A  Perception

B  Age

C  Motivation

D  Attitudes

E  Learning

A  None of these is true of the economic-buyer model.

B  Suggests that men and women behave differently as buyers.

C  Is seen as too simplistic by most marketing managers to explain consumer behavior..

D  Assumes that buyers don’t have enough information to make logical choices – and as a result buy products that are not a good value.

A  Income available after taxes and necessities.

B  Total market value of goods and services produced.

C  Income available after taxes.

D  Income available before taxes.

E  Gross domestic product per capita.

A  Is averse to spending time and money.

B  Logically compares choices to get the greatest satisfaction from spending time and money.

C  Makes buying decisions based only on price.

D  Will not pay extra for convenience.

A  The potential places where a product may be sold and purchased.

B  The actual objective characteristics of products.

C  Customers’ perceptions of products

D  The opinions of the marketing managers.

A  Aggregating approach

B  CRM database

C  Generic market

D  Clustering approach

A  Random Clustering

B  Positioning

C  None of these

D  AIC analysis

E  Dynamic behavioral segmentation.

A  Education

B  Sex

C  All of these are examples of a consumer market demographic dimension

D  Age

E  Occupation

A  Income

B  Needs

C  Education

D  Region of the world or country

A  All of these alternatives are true.

B  Profit should be the balancing point – determining how unique a marketing mix the firm can offer to some target market.

C  It is easier to develop effective marketing mixes for larger, more heterogeneous segments.

D  The threat of potential competitors suggests more aggregating.

A  “breaking apart” or disaggregatingg

B  mechanical, nonjudgmental

C  assorting

D  “clustering” or aggregating

A  Identifying target groups with the fewest potential customers and making subsets of these.

B  Identifying broad product markets and segmenting them into narrower target markets.

C  Identifying small target markets and expanding them into broad product markets.

D  Selecting a marketing mix to reach everyone and then going to lunch at Chipotle Mexican Grill.

A  Product-market

B  Qualifying market

C  Determining market

D  Generic market

A  Champagne

B  Long-stem roses

C  A greeting card

D  A tomato

A  Identifying as many market opportunities as can be imagined.

B  Figuring out how to offer products at the lowest possible price.

C  Narrowing down possible market opportunities to the most attractive ones.

D  Creating products that managers like.

A  Use machine translators.

B  Do not “think locally.”

C  Assume that all cultures around the world are the same.

D  Include local citizens in the evaluation process.

E  Save money by cutting research into foreign markets.

A  Cultural and social environment

B  Competitive environment

C  Economic environment

D  Technological environment

E  Political and legal environment

A  Customer types

B  Marketing mix

C  Customer needs

D  Geographic area

E  Product types

A  A segmenter assumes that a broad product market consists of a homogeneous group of customers.

B  None of these are correct.

C  A combiner tries to meet the demand in several segments.

D  Combiners usually have more sales potential than segmenters.

A  Prevent monopolies or consperacies in restraint of trade.

B  Establish the Calif. State University Protection Agency.

C  Prevent fraud on the Internet.

D  Eliminate price differences among different competing suppliers.

E  Restrict importing into the United States.

A  A firm that has a marketing mix that its target market sees as better than its competitors’ has a competitive advantage.

B  Over the long run, most product-markets tend toward monopolistic competition.

C  Competition-free environments are rare.

D  Marketing managers should choose strategies that avoid head-on competition

E  In a competitor analysis, the firm’s first step should be to identify all potential competitors.

A  Sustainable competitive advantage

B  Resource combination

C  Competitor analysis plan

D  Competitor matrix

E  Objective-centered approach

A  Marketing objectives, promotion objectives,sales promotion objectives, company objectives.

B  Company objectives, marketing objectives, promotion objectives, sales promotion objectives.

C  Company objectives, sales promotion objectives, marketing objectives, promotion objectives.

D  Marketing objectives, company objectives, promotion objectives, sales promotion objectives.

A  Be specific

B  Be compatible with one another.

C  Focus on returning some profit to the business.

D  Be realistic and achievable.

E  All of these are correct.

A  To communicate the firm’s basic reason for being.

B  To provide detailed goals and plans.

C  To help firms decide what opportunities to avoid.

D  To keep managers working towards a common purpose.

E  To help firms decide what opportunities to pursue.

A  Legal environment

B  Cultural and social environment

C  Economic environment

D  Company environment

E  Technological environment

A  Product development

B  Market development

C  Market penetration

D  Diversification

A  Summarizes a firm’s “strategy, wishes (of its customers), outlook and tactics.”

B  Focuses on what a firm plans to do to “Satisfy Wishes of a Target” customer.

C  Identifies a firm’s “strengths, weaknesses, opportunities, and threats.”

D  Seeks to reduce the risk of competitive surprises by scanning the market for “signals, warnings, omens, and tips.”

E  Helps defend against potential competitors by developing a set of competitive “Safeguards, weapons, offensives, and tactics.”

A  A plan focused on the necessary operational decisions

B  A target market and a generic marketing mix

C  Similar to a public relations strategy

D  A marketing strategy – plus the time-related details for carrying it out

E  Similar to a marketing sales promotion

A  Market penetration

B  Publicity

C  Distribution

D  Sales Promotion

E  Product development

A  The designing and distribution of novelties, point-of-purchase materials, store signs, contests, catalogs and circulars.

B  All of these are included in Advertising

C  Any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor.

D  The main form of publicity

E  Direct communication between sellers and potential customers.

A  Advertising

B  Personal selling

C  Sales Promotion

D  Publicity

E  All of these may be included in Promotion

A  Promotion

B  Price

C  Place

D  Personnel

E  Product

A  A chair

B  A haircut

C  A computer

D  Tax advice from a financial consultant

E  All of these are considered products

A  Product, Place, Promotion, and Price

B  Product, Price, Promotion, and Profit

C  Promotion, Production, Price, People

D  Production, Personnel, Price, and Physical Distribution

E  Potential customers, Product, Price, and Personal Selling

A  is limited to small market segments

B  focuses on fairly homogeneous market segments

C  ignores markets that are large and spread out

D  assumes that all customers are basically the same

A  Marketing mix

B  Marketing requirements

C  4Ps

D  Target market

E  Channel of distribution

A  A target market and a related marketing mix

B  A target market

C  The resources needed to implement a marketing quant.

D  A marketing mix

A  Management by objective

B  Marketing upfront planning

C  Marketing programming

D  Strategic (management) planning

E  Inventory planning

A  Planning marketing activities.

B  All of these.

C  Controlling marketing plans.

D  Implementing marketing plans.

A  Resource efficiency, sales growth, profit maximization.

B  Customer satisfaction, resource efficiency, sales unit maximization.

C  Customer satisfaction, marketing manager as chief executive, profit.

D  Customer satisfaction, total company effort, sales unit growth.

E  Customer satisfaction, total company effort, profit.

A  There is no difference.

B  More emphasis on short-run planning in the marketing company era.

C  Whether the whole company is customer-oriented.

D  Whether the president of the firm has a background in marketing.

E  More emphasis on selling and advertising in the marketing department era.

A  Simple trade, production, sales, entrepreneurial, marketing company

B  Simple trade, production, sales, marketing department, international trading

C  Subsistence, production, sales, entrepreneurial, marketing company

D  Simple trade, production, sales, marketing department, marketing company

E  Simple trade, production, sales, marketing company, marketing department

A  Marketing Company

B  Simple Trade

C  Production

D  Marketing Department

A  Prices

B  The number of producers

C  Cost of labor and materials

D  Inventories

E  Discrepancies of quantity

A  Marketing activities such as advertising, branding, and market research are encouraged.

B  Prices usually fluctuate according to supply and demand.

C  Economies have little variety, so consumers have few choices.

D  Producers have a lot of choice about what and how much to produce.

A  Advertising agencies

B  Marketing research firms

C  Overnight delivery firms

D  All of these are collaborators

E  Product-testing labs

A  Marketing managers

B  Consumer action groups

C  Intermediaries

D  Government analysts

A  Spatial separation

B  Discrepancies of assortment

C  All of these are correct.

D  Separation of values

A  Micro-Marketing

B  Standardization and grading

C  Macro-Marketing

D  Social quant. analysis

E  The transporting function

A  Marketing should take over production, accounting, and financial services within a firm.

B  Production, not Marketing, should determine what goods and services are to be developed.

C  Marketing is concerned with generating a single exchange between a firm and a customer.

D  Marketing begins with anticipating potential customer needs.

E  The job of Marketing is to get rid of whatever the company is producing.