Test 1

A  Responder group

B  Consumer panel

C  Contributor group

D  Statistical package

E  Consumer experiment

A  Situation analysis reserach

B  Focus group research

C  Open-ended reserach

D  Quantitative research

A  Relies on open-ended questioning

B  Asks closed-ended questions

C  Asks yes or no type questions

D  Provides more representative samples of consumers

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

B  A Google search

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

D  U.S. Census Bureau reports

E  None of these is a good choice

A  All of these alternatives are correct.

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

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

D  Should be considered before primary data is collected.

A  Eisner data

B  Recycle data

C  Primary data

D  Secondary data

A  Experiment

B  Intranet

C  Situation analysis

D  Data warehouse

E  Hypothesis testing

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

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

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

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

A  Situation analyses

B  Data quants

C  Hypotheses

D  Progressions

E  Marketing Z modeling

A  Marketing status project

B  Marketing model

C  Marketing processing dept.

D  Marketing logistics system

E  Marketing information system

A  Marketing processing

B  Marketing Research

C  Marketing planning

D  Marketing structure

A  Total quality shipping

B  Effective gatekeeping

C  Just-in-time delivery

D  Assured outsourcing

A  Extensive problem-solving

B  Straight rebuy

C  New-task

D  Modified rebuy

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

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

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

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

B  All of these alternatives are correct.

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

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

A  Provide J.I.T. delivery

B  Provide info. about industry trends

C  All of these answers are correct

D  Serve as technical consultants to their customers.

A  Offers AEG certification.

B  Offers widest assortment

C  Offers lowest price.

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

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

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

C  Marketing to organizations is just like 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  Motivation

C  Personal environment

D  Learned set

E  Culture

A  An opinion leader

B  A consumer advocate

C  A channel captain

D  A source

A  Grandparents

B  Reference group

C  Family

D  CSUN instructor

A  Personality analytics

B  Lifestyle analysis

C  Opinion insight

D  Social group dynamics

A  Change existing negative attitudes.

B  Create new attitudes toward his or her brand.

C  Strengthen existing positive attitudes.

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

A  All of these alternatives are correct.

B  reasonably enduring points of view about something

C  more action-oriented than beliefs

D  usually thought of as involving liking or disliking

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

A  Cue, response, drive, reinforcement

B  reinforcement, drive, cue, response

C  None of these alternatives is correct

D  Drive, cue, response, reinforcement

A  Selective exposure

B  Selective calculation

C  Reinforced cognition

D  Selective organization

A  Selective exposure

B  Selective perception

C  Selective learning

D  Focal socialization

A  Social, personal, safety, and physiological needs.

B  Physiological, safety, social, and personal needs.

C  safety, personal, social, and physiological needs.

D  Personal, social, 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  Learning

B  Perception

C  Motivation

D  Age

E  Attitudes

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

B  Suggests that men and women behave differently as buyers.

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

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  Gross domestic product per capita.

B  Income available before taxes.

C  Income available after 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  Is averse to spending time and money.

C  Will not pay extra for convenience.

D  Makes buying decisions based only on price.

A  The actual objective characteristics of products.

B  The opinions of the marketing managers.

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

D  Customers’ perceptions of products

A  Generic market

B  Clustering approach

C  CRM database

D  Aggregating approach

A  Positioning

B  AIC analysis

C  Dynamic behavioral segmentation.

D  None of these

E  Random Clustering

A  Sex

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

C  Age

D  Education

E  Occupation

A  Needs

B  Education

C  Region of the world or country

D  Income

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

B  The threat of potential competitors suggests more aggregating.

C  All of these alternatives are true.

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

A  “breaking apart” or disaggregatingg

B  assorting

C  mechanical, nonjudgmental

D  “clustering” or aggregating

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

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

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

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  Champagne

B  Long-stem roses

C  A greeting card

D  A tomato

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

B  Identifying as many market opportunities as can be imagined.

C  Creating products that managers like.

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

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  Political and legal environment

B  Cultural and social environment

C  Economic environment

D  Competitive environment

E  Technological environment

A  Customer types

B  Product types

C  Geographic area

D  Marketing mix

E  Customer needs

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

B  Combiners usually have more sales potential than segmenters.

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

D  None of these are correct.

A  Prevent monopolies or consperacies in restraint of trade.

B  Prevent fraud on the Internet.

C  Eliminate price differences among different competing suppliers.

D  Restrict importing into the United States.

E  Establish the Calif. State University Protection Agency.

A  Competition-free environments are rare.

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

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

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

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

A  Competitor matrix

B  Objective-centered approach

C  Sustainable competitive advantage

D  Competitor analysis plan

E  Resource combination

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

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

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

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

A  All of these are correct.

B  Focus on returning some profit to the business.

C  Be specific

D  Be realistic and achievable.

E  Be compatible with one another.

A  To keep managers working towards a common purpose.

B  To help firms decide what opportunities to pursue.

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

D  To provide detailed goals and plans.

E  To help firms decide what opportunities to avoid.

A  Cultural and social environment

B  Company environment

C  Economic environment

D  Technological environment

E  Legal environment

A  Market penetration

B  Product development

C  Market development

D  Diversification

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

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

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

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 target market and a generic marketing mix

B  Similar to a marketing sales promotion

C  A plan focused on the necessary operational decisions

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

E  Similar to a public relations strategy

A  Publicity

B  Product development

C  Sales Promotion

D  Distribution

E  Market penetration

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 main form of publicity

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  All of these may be included in Promotion

B  Personal selling

C  Publicity

D  Advertising

E  Sales Promotion

A  Promotion

B  Personnel

C  Price

D  Product

E  Place

A  A haircut

B  All of these are considered products

C  Tax advice from a financial consultant

D  A computer

E  A chair

A  Product, Place, Promotion, and Price

B  Promotion, Production, Price, People

C  Potential customers, Product, Price, and Personal Selling

D  Production, Personnel, Price, and Physical Distribution

E  Product, Price, Promotion, and Profit

A  ignores markets that are large and spread out

B  focuses on fairly homogeneous market segments

C  is limited to small market segments

D  assumes that all customers are basically the same

A  Channel of distribution

B  4Ps

C  Marketing mix

D  Marketing requirements

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  Marketing upfront planning

B  Inventory planning

C  Marketing programming

D  Management by objective

E  Strategic (management) planning

A  Controlling marketing plans.

B  All of these.

C  Implementing marketing plans.

D  Planning marketing activities.

A  Resource efficiency, sales growth, profit maximization.

B  Customer satisfaction, total company effort, profit.

C  Customer satisfaction, resource efficiency, sales unit maximization.

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

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

A  There is no difference.

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

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

D  Whether the whole company is customer-oriented.

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

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

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

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

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

E  Subsistence, production, sales, entrepreneurial, marketing company

A  Marketing Company

B  Production

C  Marketing Department

D  Simple Trade

A  Cost of labor and materials

B  The number of producers

C  Prices

D  Discrepancies of quantity

E  Inventories

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

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

C  Prices usually fluctuate according to supply and demand.

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

A  Advertising agencies

B  Product-testing labs

C  All of these are collaborators

D  Marketing research firms

E  Overnight delivery firms

A  Consumer action groups

B  Marketing managers

C  Government analysts

D  Intermediaries

A  Spatial separation

B  All of these are correct.

C  Discrepancies of assortment

D  Separation of values

A  Macro-Marketing

B  Standardization and grading

C  Micro-Marketing

D  Social quant. analysis

E  The transporting function

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

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

C  Marketing begins with anticipating potential customer needs.

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

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