Test 1

A  Consumer panel

B  Responder group

C  Consumer experiment

D  Statistical package

E  Contributor group

A  Focus group research

B  Situation analysis reserach

C  Open-ended reserach

D  Quantitative research

A  Asks closed-ended questions

B  Asks yes or no type questions

C  Relies on open-ended questioning

D  Provides more representative samples of consumers

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

B  A Google search

C  None of these is a good choice

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

E  U.S. Census Bureau reports

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

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

C  All of these alternatives are correct.

D  Should be considered before primary data is collected.

A  Eisner data

B  Recycle data

C  Primary data

D  Secondary data

A  Hypothesis testing

B  Intranet

C  Experiment

D  Situation analysis

E  Data warehouse

A  Defining the problem, analyzing the situation, 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  Analyzing the situation, defining the problem, 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  Situation analyses

B  Progressions

C  Marketing Z modeling

D  Hypotheses

E  Data quants

A  Marketing model

B  Marketing logistics system

C  Marketing status project

D  Marketing processing dept.

E  Marketing information system

A  Marketing structure

B  Marketing processing

C  Marketing Research

D  Marketing planning

A  Just-in-time delivery

B  Total quality shipping

C  Effective gatekeeping

D  Assured outsourcing

A  New-task

B  Modified rebuy

C  Extensive problem-solving

D  Straight rebuy

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

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

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

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

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

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  All of these alternatives are correct.

A  Provide info. about industry trends

B  All of these answers are correct

C  Provide J.I.T. delivery

D  Serve as technical consultants to their customers.

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

B  Offers lowest price.

C  Offers widest assortment

D  Offers AEG certification.

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

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

A  Opinion set

B  Learned set

C  Motivation

D  Personal environment

E  Culture

A  A source

B  A channel captain

C  A consumer advocate

D  An opinion leader

A  Family

B  Grandparents

C  Reference group

D  CSUN instructor

A  Personality analytics

B  Social group dynamics

C  Lifestyle analysis

D  Opinion insight

A  Strengthen existing positive attitudes.

B  Change existing negative attitudes.

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

D  Create new attitudes toward his or her brand.

A  more action-oriented than beliefs

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

C  reasonably enduring points of view about something

D  usually thought of as involving liking or disliking

E  All of these alternatives are correct.

A  Drive, cue, response, reinforcement

B  reinforcement, drive, cue, response

C  Cue, response, drive, reinforcement

D  None of these alternatives is correct

A  Selective exposure

B  Selective calculation

C  Reinforced cognition

D  Selective organization

A  Selective perception

B  Focal socialization

C  Selective learning

D  Selective exposure

A  Personal, social, safety, and physiological needs.

B  safety, personal, social, and physiological needs.

C  Physiological, safety, social, and personal needs.

D  Social, personal, safety, and physiological needs.

A  The “economic-buyer” model of buyer behavior

B  Satisfying a want

C  All of these are equally good answers

D  Satisfying a need

A  Learning

B  Motivation

C  Attitudes

D  Perception

E  Age

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

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

A  Income available after taxes and necessities.

B  Income available after taxes.

C  Income available before taxes.

D  Gross domestic product per capita.

E  Total market value of goods and services produced.

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

B  Makes buying decisions based only on price.

C  Is averse to spending time and money.

D  Will not pay extra for convenience.

A  The actual objective characteristics of products.

B  The opinions of the marketing managers.

C  Customers’ perceptions of products

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

A  Aggregating approach

B  Clustering approach

C  CRM database

D  Generic market

A  Positioning

B  Random Clustering

C  AIC analysis

D  Dynamic behavioral segmentation.

E  None of these

A  Education

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

C  Sex

D  Age

E  Occupation

A  Education

B  Needs

C  Region of the world or country

D  Income

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

B  The threat of potential competitors suggests more aggregating.

C  All of these alternatives are true.

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

A  “clustering” or aggregating

B  assorting

C  “breaking apart” or disaggregatingg

D  mechanical, nonjudgmental

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

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

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

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

A  Product-market

B  Generic market

C  Qualifying market

D  Determining market

A  A greeting card

B  Champagne

C  Long-stem roses

D  A tomato

A  Identifying as many market opportunities as can be imagined.

B  Creating products that managers like.

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

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

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

B  Save money by cutting research into foreign markets.

C  Include local citizens in the evaluation process.

D  Do not “think locally.”

E  Use machine translators.

A  Technological environment

B  Cultural and social environment

C  Political and legal environment

D  Economic environment

E  Competitive environment

A  Customer types

B  Product types

C  Geographic area

D  Marketing mix

E  Customer needs

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

B  Combiners usually have more sales potential than segmenters.

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

D  None of these are correct.

A  Restrict importing into the United States.

B  Eliminate price differences among different competing suppliers.

C  Prevent fraud on the Internet.

D  Establish the Calif. State University Protection Agency.

E  Prevent monopolies or consperacies in restraint of trade.

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

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

C  Competition-free environments are rare.

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

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

A  Competitor analysis plan

B  Objective-centered approach

C  Competitor matrix

D  Resource combination

E  Sustainable competitive advantage

A  Company objectives, marketing objectives, promotion objectives, sales promotion objectives.

B  Marketing objectives, promotion objectives,sales promotion objectives, company objectives.

C  Marketing objectives, company objectives, promotion objectives, sales promotion objectives.

D  Company objectives, sales promotion objectives, marketing objectives, promotion objectives.

A  Be compatible with one another.

B  Focus on returning some profit to the business.

C  Be realistic and achievable.

D  All of these are correct.

E  Be specific

A  To provide detailed goals and plans.

B  To keep managers working towards a common purpose.

C  To help firms decide what opportunities to pursue.

D  To help firms decide what opportunities to avoid.

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

A  Technological environment

B  Company environment

C  Economic environment

D  Legal environment

E  Cultural and social environment

A  Market penetration

B  Market development

C  Diversification

D  Product development

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

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

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

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

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

A  Similar to a public relations strategy

B  A target market and a generic marketing mix

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

D  A plan focused on the necessary operational decisions

E  Similar to a marketing sales promotion

A  Distribution

B  Product development

C  Publicity

D  Market penetration

E  Sales Promotion

A  Direct communication between sellers and potential customers.

B  The main form of publicity

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

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

E  All of these are included in Advertising

A  Personal selling

B  All of these may be included in Promotion

C  Advertising

D  Sales Promotion

E  Publicity

A  Personnel

B  Product

C  Place

D  Price

E  Promotion

A  A chair

B  A haircut

C  All of these are considered products

D  A computer

E  Tax advice from a financial consultant

A  Product, Place, Promotion, and Price

B  Production, Personnel, Price, and Physical Distribution

C  Promotion, Production, Price, People

D  Product, Price, Promotion, and Profit

E  Potential customers, Product, Price, and Personal Selling

A  is limited to small market segments

B  assumes that all customers are basically the same

C  focuses on fairly homogeneous market segments

D  ignores markets that are large and spread out

A  Channel of distribution

B  Marketing requirements

C  Marketing mix

D  4Ps

E  Target market

A  A target market

B  A target market and a related marketing mix

C  The resources needed to implement a marketing quant.

D  A marketing mix

A  Management by objective

B  Inventory planning

C  Marketing programming

D  Strategic (management) planning

E  Marketing upfront planning

A  All of these.

B  Implementing marketing plans.

C  Controlling marketing plans.

D  Planning marketing activities.

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

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

C  Customer satisfaction, total company effort, profit.

D  Resource efficiency, sales growth, profit maximization.

E  Customer satisfaction, resource efficiency, sales unit maximization.

A  Whether the whole company is customer-oriented.

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

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

D  There is no difference.

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

A  Subsistence, production, sales, entrepreneurial, marketing company

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

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

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

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

A  Marketing Department

B  Production

C  Marketing Company

D  Simple Trade

A  The number of producers

B  Prices

C  Inventories

D  Cost of labor and materials

E  Discrepancies of quantity

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

B  Prices usually fluctuate according to supply and demand.

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

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

A  All of these are collaborators

B  Overnight delivery firms

C  Advertising agencies

D  Marketing research firms

E  Product-testing labs

A  Consumer action groups

B  Government analysts

C  Intermediaries

D  Marketing managers

A  Spatial separation

B  Discrepancies of assortment

C  Separation of values

D  All of these are correct.

A  Standardization and grading

B  Social quant. analysis

C  The transporting function

D  Macro-Marketing

E  Micro-Marketing

A  Marketing begins with anticipating potential customer needs.

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

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

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

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