Test 1

A  Consumer panel

B  Responder group

C  Consumer experiment

D  Contributor group

E  Statistical package

A  Quantitative research

B  Situation analysis reserach

C  Focus group research

D  Open-ended reserach

A  Asks closed-ended questions

B  Asks yes or no type questions

C  Provides more representative samples of consumers

D  Relies on open-ended questioning

A  A Google search

B  None of these is a good choice

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

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

E  U.S. Census Bureau reports

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

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

C  Should be considered before primary data is collected.

D  All of these alternatives are correct.

A  Secondary data

B  Primary data

C  Eisner data

D  Recycle data

A  Hypothesis testing

B  Intranet

C  Experiment

D  Situation analysis

E  Data warehouse

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

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

A  Progressions

B  Marketing Z modeling

C  Data quants

D  Hypotheses

E  Situation analyses

A  Marketing processing dept.

B  Marketing status project

C  Marketing information system

D  Marketing logistics system

E  Marketing model

A  Marketing Research

B  Marketing planning

C  Marketing structure

D  Marketing processing

A  Total quality shipping

B  Just-in-time delivery

C  Assured outsourcing

D  Effective gatekeeping

A  Extensive problem-solving

B  Straight rebuy

C  New-task

D  Modified rebuy

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

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

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

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

A  All of these alternatives are correct.

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

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

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

A  Provide J.I.T. delivery

B  Serve as technical consultants to their customers.

C  Provide info. about industry trends

D  All of these answers are correct

A  Offers widest assortment

B  Offers lowest price.

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

D  Offers AEG certification.

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

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

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

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

A  Opinion set

B  Culture

C  Learned set

D  Personal environment

E  Motivation

A  A source

B  A consumer advocate

C  An opinion leader

D  A channel captain

A  Reference group

B  Family

C  Grandparents

D  CSUN instructor

A  Opinion insight

B  Lifestyle analysis

C  Personality analytics

D  Social group dynamics

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  All of these alternatives are correct.

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

D  reasonably enduring points of view about something

E  usually thought of as involving liking or disliking

A  Drive, cue, response, reinforcement

B  Cue, response, drive, reinforcement

C  reinforcement, drive, cue, response

D  None of these alternatives is correct

A  Reinforced cognition

B  Selective calculation

C  Selective exposure

D  Selective organization

A  Selective learning

B  Selective exposure

C  Focal socialization

D  Selective perception

A  Social, personal, safety, and physiological needs.

B  safety, personal, social, and physiological needs.

C  Personal, social, safety, and physiological needs.

D  Physiological, safety, social, and personal needs.

A  All of these are equally good answers

B  The “economic-buyer” model of buyer behavior

C  Satisfying a need

D  Satisfying a want

A  Attitudes

B  Motivation

C  Perception

D  Age

E  Learning

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

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

C  Suggests that men and women behave differently as buyers.

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  Total market value of goods and services produced.

B  Income available after taxes and necessities.

C  Gross domestic product per capita.

D  Income available after taxes.

E  Income available before taxes.

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 potential places where a product may be sold and purchased.

B  Customers’ perceptions of products

C  The opinions of the marketing managers.

D  The actual objective characteristics of products.

A  Aggregating approach

B  Generic market

C  Clustering approach

D  CRM database

A  Dynamic behavioral segmentation.

B  Random Clustering

C  None of these

D  Positioning

E  AIC analysis

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

B  Age

C  Occupation

D  Sex

E  Education

A  Income

B  Region of the world or country

C  Needs

D  Education

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

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

C  All of these alternatives are true.

D  The threat of potential competitors suggests more aggregating.

A  mechanical, nonjudgmental

B  “clustering” or aggregating

C  “breaking apart” or disaggregatingg

D  assorting

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

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

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

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

A  Product-market

B  Generic market

C  Determining market

D  Qualifying market

A  A greeting card

B  Champagne

C  Long-stem roses

D  A tomato

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

B  Creating products that managers like.

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

D  Identifying as many market opportunities as can be imagined.

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

B  Save money by cutting research into foreign markets.

C  Do not “think locally.”

D  Use machine translators.

E  Include local citizens in the evaluation process.

A  Economic environment

B  Technological environment

C  Cultural and social environment

D  Political and legal environment

E  Competitive environment

A  Customer needs

B  Customer types

C  Marketing mix

D  Geographic area

E  Product types

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  Prevent monopolies or consperacies in restraint of trade.

B  Eliminate price differences among different competing suppliers.

C  Restrict importing into the United States.

D  Prevent fraud on the Internet.

E  Establish the Calif. State University Protection Agency.

A  Competition-free environments are rare.

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

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

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

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

A  Competitor matrix

B  Sustainable competitive advantage

C  Objective-centered approach

D  Resource combination

E  Competitor analysis plan

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

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

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

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

A  Be realistic and achievable.

B  All of these are correct.

C  Be specific

D  Be compatible with one another.

E  Focus on returning some profit to the business.

A  To help firms decide what opportunities to pursue.

B  To help firms decide what opportunities to avoid.

C  To provide detailed goals and plans.

D  To keep managers working towards a common purpose.

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

A  Cultural and social environment

B  Technological environment

C  Legal environment

D  Economic environment

E  Company environment

A  Product development

B  Market penetration

C  Market development

D  Diversification

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

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

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

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

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

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

B  Similar to a marketing sales promotion

C  Similar to a public relations strategy

D  A target market and a generic marketing mix

E  A plan focused on the necessary operational decisions

A  Sales Promotion

B  Distribution

C  Product development

D  Publicity

E  Market penetration

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

B  All of these are included in Advertising

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

D  The main form of publicity

E  Direct communication between sellers and potential customers.

A  Personal selling

B  Publicity

C  Advertising

D  Sales Promotion

E  All of these may be included in Promotion

A  Personnel

B  Price

C  Place

D  Product

E  Promotion

A  A haircut

B  A chair

C  Tax advice from a financial consultant

D  A computer

E  All of these are considered products

A  Promotion, Production, Price, People

B  Product, Price, Promotion, and Profit

C  Potential customers, Product, Price, and Personal Selling

D  Production, Personnel, Price, and Physical Distribution

E  Product, Place, Promotion, and Price

A  ignores markets that are large and spread out

B  focuses on fairly homogeneous market segments

C  assumes that all customers are basically the same

D  is limited to small market segments

A  4Ps

B  Marketing mix

C  Target market

D  Marketing requirements

E  Channel of distribution

A  A marketing mix

B  A target market

C  A target market and a related marketing mix

D  The resources needed to implement a marketing quant.

A  Strategic (management) planning

B  Marketing upfront planning

C  Inventory planning

D  Marketing programming

E  Management by objective

A  Planning marketing activities.

B  Implementing marketing plans.

C  Controlling marketing plans.

D  All of these.

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

B  Resource efficiency, sales growth, profit maximization.

C  Customer satisfaction, resource efficiency, sales unit maximization.

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

E  Customer satisfaction, total company effort, profit.

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

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

C  There is no difference.

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

E  Whether the whole company is customer-oriented.

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

B  Subsistence, production, sales, entrepreneurial, 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, marketing company

A  Marketing Company

B  Marketing Department

C  Production

D  Simple Trade

A  Discrepancies of quantity

B  The number of producers

C  Cost of labor and materials

D  Inventories

E  Prices

A  Prices usually fluctuate according to supply and demand.

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

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  Marketing research firms

B  Overnight delivery firms

C  Product-testing labs

D  Advertising agencies

E  All of these are collaborators

A  Intermediaries

B  Government analysts

C  Marketing managers

D  Consumer action groups

A  Discrepancies of assortment

B  Spatial separation

C  Separation of values

D  All of these are correct.

A  Macro-Marketing

B  Standardization and grading

C  Social quant. analysis

D  The transporting function

E  Micro-Marketing

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

B  Marketing begins with anticipating potential customer needs.

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

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

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