Test 1

A  Responder group

B  Contributor group

C  Consumer panel

D  Statistical package

E  Consumer experiment

A  Focus group research

B  Situation analysis reserach

C  Quantitative research

D  Open-ended reserach

A  Relies on open-ended questioning

B  Provides more representative samples of consumers

C  Asks yes or no type questions

D  Asks closed-ended questions

A  U.S. Census Bureau reports

B  None of these is a good choice

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

D  A Google search

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

A  All of these alternatives are correct.

B  Should be considered before primary data is collected.

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

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

A  Eisner data

B  Recycle data

C  Secondary data

D  Primary data

A  Hypothesis testing

B  Data warehouse

C  Experiment

D  Situation analysis

E  Intranet

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

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

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

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

A  Situation analyses

B  Data quants

C  Progressions

D  Marketing Z modeling

E  Hypotheses

A  Marketing logistics system

B  Marketing model

C  Marketing status project

D  Marketing processing dept.

E  Marketing information system

A  Marketing planning

B  Marketing processing

C  Marketing Research

D  Marketing structure

A  Assured outsourcing

B  Total quality shipping

C  Effective gatekeeping

D  Just-in-time delivery

A  Straight rebuy

B  New-task

C  Modified rebuy

D  Extensive problem-solving

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

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

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

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

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  All of these alternatives are correct.

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

A  Provide J.I.T. delivery

B  All of these answers are correct

C  Provide info. about industry trends

D  Serve as technical consultants to their customers.

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

B  Offers widest assortment

C  Offers AEG certification.

D  Offers lowest price.

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  Personal environment

C  Culture

D  Opinion set

E  Motivation

A  An opinion leader

B  A source

C  A consumer advocate

D  A channel captain

A  CSUN instructor

B  Family

C  Grandparents

D  Reference group

A  Opinion insight

B  Social group dynamics

C  Lifestyle analysis

D  Personality analytics

A  Create new attitudes toward his or her brand.

B  Strengthen existing positive attitudes.

C  Change existing negative attitudes.

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

A  more action-oriented than beliefs

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

C  usually thought of as involving liking or disliking

D  All of these alternatives are correct.

E  reasonably enduring points of view about something

A  None of these alternatives is correct

B  Drive, cue, response, reinforcement

C  Cue, response, drive, reinforcement

D  reinforcement, drive, cue, response

A  Selective organization

B  Reinforced cognition

C  Selective exposure

D  Selective calculation

A  Focal socialization

B  Selective learning

C  Selective exposure

D  Selective perception

A  safety, personal, social, and physiological needs.

B  Personal, social, safety, and physiological needs.

C  Physiological, safety, social, and personal needs.

D  Social, personal, safety, and physiological needs.

A  All of these are equally good answers

B  The “economic-buyer” model of buyer behavior

C  Satisfying a want

D  Satisfying a need

A  Learning

B  Perception

C  Attitudes

D  Age

E  Motivation

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

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

D  Suggests that men and women behave differently as buyers.

A  Income available before taxes.

B  Income available after taxes and necessities.

C  Income available after taxes.

D  Total market value of goods and services produced.

E  Gross domestic product per capita.

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

B  Will not pay extra for convenience.

C  Is averse to spending time and money.

D  Makes buying decisions based only on price.

A  Customers’ perceptions of products

B  The actual objective characteristics of products.

C  The opinions of the marketing managers.

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

A  Aggregating approach

B  CRM database

C  Generic market

D  Clustering approach

A  AIC analysis

B  Dynamic behavioral segmentation.

C  Positioning

D  Random Clustering

E  None of these

A  Age

B  Sex

C  Occupation

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

E  Education

A  Income

B  Needs

C  Education

D  Region of the world or country

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

B  All of these alternatives are true.

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

D  The threat of potential competitors suggests more aggregating.

A  assorting

B  “breaking apart” or disaggregatingg

C  “clustering” or aggregating

D  mechanical, nonjudgmental

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

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

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

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

A  Product-market

B  Determining market

C  Generic market

D  Qualifying market

A  A tomato

B  Long-stem roses

C  A greeting card

D  Champagne

A  Creating products that managers like.

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

C  Identifying as many market opportunities as can be imagined.

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

A  Include local citizens in the evaluation process.

B  Save money by cutting research into foreign markets.

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

D  Do not “think locally.”

E  Use machine translators.

A  Technological environment

B  Competitive environment

C  Cultural and social environment

D  Economic environment

E  Political and legal environment

A  Geographic area

B  Customer needs

C  Customer types

D  Product types

E  Marketing mix

A  Combiners usually have more sales potential than segmenters.

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

C  None of these are correct.

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

A  Establish the Calif. State University Protection Agency.

B  Restrict importing into the United States.

C  Eliminate price differences among different competing suppliers.

D  Prevent monopolies or consperacies in restraint of trade.

E  Prevent fraud on the Internet.

A  Competition-free environments are rare.

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

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

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

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

A  Competitor matrix

B  Objective-centered approach

C  Competitor analysis plan

D  Sustainable competitive advantage

E  Resource combination

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

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

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

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

A  Be compatible with one another.

B  Be realistic and achievable.

C  Be specific

D  Focus on returning some profit to the business.

E  All of these are correct.

A  To keep managers working towards a common purpose.

B  To provide detailed goals and plans.

C  To help firms decide what opportunities to avoid.

D  To help firms decide what opportunities to pursue.

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

A  Economic environment

B  Company environment

C  Technological environment

D  Legal environment

E  Cultural and social environment

A  Diversification

B  Market development

C  Market penetration

D  Product development

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

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

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

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

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

A  Similar to a public relations strategy

B  Similar to a marketing sales promotion

C  A target market and a generic marketing mix

D  A plan focused on the necessary operational decisions

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

A  Publicity

B  Market penetration

C  Distribution

D  Sales Promotion

E  Product development

A  The main form of publicity

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

C  All of these are included in Advertising

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

E  Direct communication between sellers and potential customers.

A  All of these may be included in Promotion

B  Sales Promotion

C  Publicity

D  Personal selling

E  Advertising

A  Price

B  Personnel

C  Product

D  Promotion

E  Place

A  A chair

B  Tax advice from a financial consultant

C  All of these are considered products

D  A haircut

E  A computer

A  Promotion, Production, Price, People

B  Potential customers, Product, Price, and Personal Selling

C  Product, Place, Promotion, and Price

D  Product, Price, Promotion, and Profit

E  Production, Personnel, Price, and Physical Distribution

A  focuses on fairly homogeneous market segments

B  is limited to small market segments

C  ignores markets that are large and spread out

D  assumes that all customers are basically the same

A  Channel of distribution

B  Marketing mix

C  Target market

D  Marketing requirements

E  4Ps

A  The resources needed to implement a marketing quant.

B  A target market

C  A target market and a related marketing mix

D  A marketing mix

A  Inventory planning

B  Strategic (management) planning

C  Management by objective

D  Marketing programming

E  Marketing upfront planning

A  Planning marketing activities.

B  All of these.

C  Controlling marketing plans.

D  Implementing marketing plans.

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

B  Customer satisfaction, total company effort, profit.

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

D  Customer satisfaction, resource efficiency, sales unit maximization.

E  Resource efficiency, sales growth, profit maximization.

A  Whether the whole company is customer-oriented.

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

C  There is no difference.

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

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

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

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

C  Subsistence, production, sales, entrepreneurial, marketing company

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

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

A  Marketing Department

B  Production

C  Simple Trade

D  Marketing Company

A  Inventories

B  The number of producers

C  Discrepancies of quantity

D  Prices

E  Cost of labor and materials

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

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

C  Prices usually fluctuate according to supply and demand.

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

A  Product-testing labs

B  All of these are collaborators

C  Marketing research firms

D  Overnight delivery firms

E  Advertising agencies

A  Intermediaries

B  Government analysts

C  Consumer action groups

D  Marketing managers

A  Separation of values

B  Discrepancies of assortment

C  All of these are correct.

D  Spatial separation

A  Macro-Marketing

B  The transporting function

C  Standardization and grading

D  Micro-Marketing

E  Social quant. analysis

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

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

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.