Test 1

A  Statistical package

B  Contributor group

C  Consumer panel

D  Consumer experiment

E  Responder group

A  Focus group research

B  Quantitative research

C  Open-ended reserach

D  Situation analysis reserach

A  Asks yes or no type questions

B  Provides more representative samples of consumers

C  Asks closed-ended questions

D  Relies on open-ended questioning

A  U.S. Census Bureau reports

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

C  A Google search

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

E  None of these is a good choice

A  Should be considered before primary data is collected.

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

C  All of these alternatives are correct.

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

A  Eisner data

B  Secondary data

C  Primary data

D  Recycle data

A  Experiment

B  Intranet

C  Data warehouse

D  Hypothesis testing

E  Situation analysis

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

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

A  Data quants

B  Progressions

C  Situation analyses

D  Hypotheses

E  Marketing Z modeling

A  Marketing model

B  Marketing information system

C  Marketing processing dept.

D  Marketing status project

E  Marketing logistics system

A  Marketing planning

B  Marketing processing

C  Marketing structure

D  Marketing Research

A  Just-in-time delivery

B  Assured outsourcing

C  Effective gatekeeping

D  Total quality shipping

A  Modified rebuy

B  New-task

C  Straight rebuy

D  Extensive problem-solving

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  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  Serve as technical consultants to their customers.

B  All of these answers are correct

C  Provide J.I.T. delivery

D  Provide info. about industry trends

A  Offers lowest price.

B  Offers widest assortment

C  Offers AEG certification.

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  Learned set

B  Culture

C  Personal environment

D  Opinion set

E  Motivation

A  A source

B  An opinion leader

C  A consumer advocate

D  A channel captain

A  CSUN instructor

B  Family

C  Reference group

D  Grandparents

A  Personality analytics

B  Opinion insight

C  Lifestyle analysis

D  Social group dynamics

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

B  Create new attitudes toward his or her brand.

C  Strengthen existing positive attitudes.

D  Change existing negative attitudes.

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

B  more action-oriented than beliefs

C  All of these alternatives are correct.

D  usually thought of as involving liking or disliking

E  reasonably enduring points of view about something

A  Cue, response, drive, reinforcement

B  Drive, cue, response, reinforcement

C  reinforcement, drive, cue, response

D  None of these alternatives is correct

A  Selective calculation

B  Reinforced cognition

C  Selective exposure

D  Selective organization

A  Selective perception

B  Selective exposure

C  Focal socialization

D  Selective learning

A  Personal, social, safety, and physiological needs.

B  Physiological, safety, social, and personal needs.

C  safety, personal, social, and physiological needs.

D  Social, personal, safety, and physiological needs.

A  All of these are equally good answers

B  Satisfying a want

C  Satisfying a need

D  The “economic-buyer” model of buyer behavior

A  Attitudes

B  Learning

C  Age

D  Motivation

E  Perception

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

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

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.

C  Total market value of goods and services produced.

D  Income available after taxes and necessities.

E  Gross domestic product per capita.

A  Will not pay extra for convenience.

B  Is averse to spending time and money.

C  Makes buying decisions based only on price.

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

A  Customers’ perceptions of products

B  The actual objective characteristics of products.

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

D  The opinions of the marketing managers.

A  CRM database

B  Generic market

C  Clustering approach

D  Aggregating approach

A  None of these

B  AIC analysis

C  Dynamic behavioral segmentation.

D  Random Clustering

E  Positioning

A  Age

B  Sex

C  Occupation

D  Education

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

A  Education

B  Needs

C  Region of the world or country

D  Income

A  The threat of potential competitors suggests more aggregating.

B  All of these alternatives are true.

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

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

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

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

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

A  Product-market

B  Qualifying market

C  Determining market

D  Generic market

A  Champagne

B  Long-stem roses

C  A tomato

D  A greeting card

A  Creating products that managers like.

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

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

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  Use machine translators.

D  Do not “think locally.”

E  Include local citizens in the evaluation process.

A  Competitive environment

B  Technological environment

C  Cultural and social environment

D  Economic environment

E  Political and legal environment

A  Customer needs

B  Geographic area

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  Prevent fraud on the Internet.

B  Prevent monopolies or consperacies in restraint of trade.

C  Establish the Calif. State University Protection Agency.

D  Restrict importing into the United States.

E  Eliminate price differences among different competing suppliers.

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

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

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  Competition-free environments are rare.

A  Objective-centered approach

B  Competitor matrix

C  Sustainable competitive advantage

D  Resource combination

E  Competitor analysis plan

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  All of these are correct.

D  Focus on returning some profit to the business.

E  Be specific

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

B  To provide detailed goals and plans.

C  To keep managers working towards a common purpose.

D  To help firms decide what opportunities to avoid.

E  To help firms decide what opportunities to pursue.

A  Company environment

B  Legal environment

C  Cultural and social environment

D  Technological environment

E  Economic environment

A  Market development

B  Product development

C  Market penetration

D  Diversification

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

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

B  A target market and a generic marketing mix

C  A plan focused on the necessary operational decisions

D  Similar to a public relations strategy

E  Similar to a marketing sales promotion

A  Market penetration

B  Distribution

C  Product development

D  Sales Promotion

E  Publicity

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

B  The main form of publicity

C  Direct communication between sellers and potential customers.

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

E  All of these are included in Advertising

A  All of these may be included in Promotion

B  Sales Promotion

C  Publicity

D  Advertising

E  Personal selling

A  Personnel

B  Promotion

C  Product

D  Place

E  Price

A  A computer

B  A chair

C  All of these are considered products

D  A haircut

E  Tax advice from a financial consultant

A  Product, Place, Promotion, and Price

B  Product, Price, Promotion, and Profit

C  Production, Personnel, Price, and Physical Distribution

D  Potential customers, Product, Price, and Personal Selling

E  Promotion, Production, Price, People

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  Channel of distribution

B  Marketing mix

C  4Ps

D  Target market

E  Marketing requirements

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 programming

B  Strategic (management) planning

C  Marketing upfront planning

D  Management by objective

E  Inventory 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, resource efficiency, sales unit maximization.

C  Customer satisfaction, total company effort, profit.

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

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

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

B  There is no difference.

C  Whether the whole company is customer-oriented.

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, entrepreneurial, marketing company

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

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

D  Subsistence, production, sales, entrepreneurial, marketing company

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

A  Marketing Company

B  Production

C  Marketing Department

D  Simple Trade

A  Prices

B  Cost of labor and materials

C  Inventories

D  The number of producers

E  Discrepancies of quantity

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

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

C  Prices usually fluctuate according to supply and demand.

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

A  Marketing research firms

B  Overnight delivery firms

C  All of these are collaborators

D  Product-testing labs

E  Advertising agencies

A  Consumer action groups

B  Intermediaries

C  Government analysts

D  Marketing managers

A  Spatial separation

B  Separation of values

C  All of these are correct.

D  Discrepancies of assortment

A  Standardization and grading

B  Macro-Marketing

C  The transporting function

D  Micro-Marketing

E  Social quant. analysis

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

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

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

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

E  Marketing begins with anticipating potential customer needs.