Test 1

A  Consumer panel

B  Consumer experiment

C  Contributor group

D  Statistical package

E  Responder group

A  Open-ended reserach

B  Situation analysis reserach

C  Quantitative research

D  Focus group research

A  Provides more representative samples of consumers

B  Asks yes or no type questions

C  Asks closed-ended questions

D  Relies on open-ended questioning

A  A Google search

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

C  U.S. Census Bureau reports

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

E  None of these is a good choice

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  Secondary data

B  Primary data

C  Recycle data

D  Eisner data

A  Situation analysis

B  Data warehouse

C  Experiment

D  Hypothesis testing

E  Intranet

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

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

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

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

A  Situation analyses

B  Marketing Z modeling

C  Data quants

D  Hypotheses

E  Progressions

A  Marketing model

B  Marketing processing dept.

C  Marketing information system

D  Marketing logistics system

E  Marketing status project

A  Marketing planning

B  Marketing Research

C  Marketing processing

D  Marketing structure

A  Assured outsourcing

B  Total quality shipping

C  Effective gatekeeping

D  Just-in-time delivery

A  Modified rebuy

B  Straight rebuy

C  New-task

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

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

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

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  Offers widest assortment

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

C  Offers AEG certification.

D  Offers lowest price.

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

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

A  Opinion set

B  Personal environment

C  Culture

D  Motivation

E  Learned set

A  An opinion leader

B  A channel captain

C  A source

D  A consumer advocate

A  Reference group

B  CSUN instructor

C  Family

D  Grandparents

A  Social group dynamics

B  Personality analytics

C  Lifestyle analysis

D  Opinion insight

A  Create new attitudes toward his or her brand.

B  Strengthen existing positive attitudes.

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

D  Change existing negative attitudes.

A  usually thought of as involving liking or disliking

B  All of these alternatives are correct.

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

D  more action-oriented than beliefs

E  reasonably enduring points of view about something

A  reinforcement, drive, cue, response

B  Cue, response, drive, reinforcement

C  None of these alternatives is correct

D  Drive, cue, response, reinforcement

A  Reinforced cognition

B  Selective organization

C  Selective exposure

D  Selective calculation

A  Focal socialization

B  Selective learning

C  Selective perception

D  Selective exposure

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  The “economic-buyer” model of buyer behavior

B  Satisfying a need

C  Satisfying a want

D  All of these are equally good answers

A  Motivation

B  Learning

C  Attitudes

D  Perception

E  Age

A  Suggests that men and women behave differently as buyers.

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

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

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

A  Gross domestic product per capita.

B  Income available after taxes.

C  Income available before taxes.

D  Total market value of goods and services produced.

E  Income available after taxes and necessities.

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

B  Makes buying decisions based only on price.

C  Will not pay extra for convenience.

D  Is averse to spending time and money.

A  The opinions of the marketing managers.

B  Customers’ perceptions of products

C  The actual objective characteristics of products.

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

A  Generic market

B  Clustering approach

C  CRM database

D  Aggregating approach

A  AIC analysis

B  Random Clustering

C  Dynamic behavioral segmentation.

D  None of these

E  Positioning

A  Occupation

B  Age

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

D  Sex

E  Education

A  Income

B  Needs

C  Education

D  Region of the world or country

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

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

C  All of these alternatives are true.

D  The threat of potential competitors suggests more aggregating.

A  assorting

B  mechanical, nonjudgmental

C  “breaking apart” or disaggregatingg

D  “clustering” or aggregating

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  Qualifying market

D  Determining market

A  A tomato

B  Champagne

C  A greeting card

D  Long-stem roses

A  Identifying as many market opportunities as can be imagined.

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

C  Creating products that managers like.

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

A  Save money by cutting research into foreign markets.

B  Do not “think locally.”

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

D  Use machine translators.

E  Include local citizens in the evaluation process.

A  Cultural and social environment

B  Technological environment

C  Political and legal environment

D  Competitive environment

E  Economic environment

A  Geographic area

B  Customer needs

C  Marketing mix

D  Product types

E  Customer types

A  None of these are correct.

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

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

D  Combiners usually have more sales potential than segmenters.

A  Prevent fraud on the Internet.

B  Prevent monopolies or consperacies in restraint of trade.

C  Restrict importing into the United States.

D  Establish the Calif. State University Protection Agency.

E  Eliminate price differences among different competing suppliers.

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

B  Competition-free environments are rare.

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

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

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

A  Objective-centered approach

B  Competitor analysis plan

C  Sustainable competitive advantage

D  Resource combination

E  Competitor matrix

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 realistic and achievable.

B  Focus on returning some profit to the business.

C  All of these are correct.

D  Be compatible with one another.

E  Be specific

A  To provide detailed goals and plans.

B  To help firms decide what opportunities to pursue.

C  To help firms decide what opportunities to avoid.

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  Company environment

C  Economic environment

D  Legal environment

E  Technological environment

A  Diversification

B  Market penetration

C  Product development

D  Market development

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

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

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

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

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

A  Similar to a marketing sales promotion

B  A plan focused on the necessary operational decisions

C  A target market and a generic marketing mix

D  Similar to a public relations strategy

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

A  Sales Promotion

B  Market penetration

C  Distribution

D  Product development

E  Publicity

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

B  Direct communication between sellers and potential customers.

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

D  All of these are included in Advertising

E  The main form of publicity

A  Sales Promotion

B  All of these may be included in Promotion

C  Personal selling

D  Advertising

E  Publicity

A  Product

B  Personnel

C  Price

D  Place

E  Promotion

A  Tax advice from a financial consultant

B  A haircut

C  All of these are considered products

D  A computer

E  A chair

A  Product, Place, Promotion, and Price

B  Potential customers, Product, Price, and Personal Selling

C  Promotion, Production, Price, People

D  Production, Personnel, Price, and Physical Distribution

E  Product, Price, Promotion, and Profit

A  is limited to small market segments

B  ignores markets that are large and spread out

C  focuses on fairly homogeneous market segments

D  assumes that all customers are basically the same

A  Target market

B  Marketing requirements

C  Marketing mix

D  Channel of distribution

E  4Ps

A  A target market

B  The resources needed to implement a marketing quant.

C  A marketing mix

D  A target market and a related marketing mix

A  Marketing upfront planning

B  Management by objective

C  Inventory planning

D  Marketing programming

E  Strategic (management) planning

A  Controlling marketing plans.

B  All of these.

C  Planning marketing activities.

D  Implementing marketing plans.

A  Customer satisfaction, resource efficiency, sales unit maximization.

B  Resource efficiency, sales growth, profit 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  More emphasis on selling and advertising in the marketing department era.

B  Whether the whole company is customer-oriented.

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

D  There is no difference.

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

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

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

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

D  Subsistence, production, sales, entrepreneurial, marketing company

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

A  Production

B  Marketing Company

C  Marketing Department

D  Simple Trade

A  Discrepancies of quantity

B  Inventories

C  The number of producers

D  Cost of labor and materials

E  Prices

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  Marketing research firms

B  All of these are collaborators

C  Product-testing labs

D  Advertising agencies

E  Overnight delivery firms

A  Consumer action groups

B  Marketing managers

C  Intermediaries

D  Government analysts

A  Discrepancies of assortment

B  All of these are correct.

C  Separation of values

D  Spatial separation

A  Social quant. analysis

B  Macro-Marketing

C  The transporting function

D  Micro-Marketing

E  Standardization and grading

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

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

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

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

E  Marketing begins with anticipating potential customer needs.