Test 1

A  Statistical package

B  Responder group

C  Consumer panel

D  Consumer experiment

E  Contributor group

A  Situation analysis reserach

B  Open-ended reserach

C  Quantitative research

D  Focus group research

A  Provides more representative samples of consumers

B  Asks yes or no type questions

C  Relies on open-ended questioning

D  Asks closed-ended questions

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

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

C  None of these is a good choice

D  U.S. Census Bureau reports

E  A Google search

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

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

C  All of these alternatives are correct.

D  Should be considered before primary data is collected.

A  Primary data

B  Eisner data

C  Secondary data

D  Recycle data

A  Hypothesis testing

B  Data warehouse

C  Situation analysis

D  Experiment

E  Intranet

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

A  Hypotheses

B  Situation analyses

C  Marketing Z modeling

D  Progressions

E  Data quants

A  Marketing status project

B  Marketing information system

C  Marketing processing dept.

D  Marketing model

E  Marketing logistics system

A  Marketing Research

B  Marketing processing

C  Marketing planning

D  Marketing structure

A  Assured outsourcing

B  Just-in-time delivery

C  Total quality shipping

D  Effective gatekeeping

A  Extensive problem-solving

B  Modified rebuy

C  New-task

D  Straight rebuy

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

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

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

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

D  All of these alternatives are correct.

A  Serve as technical consultants to their customers.

B  Provide J.I.T. delivery

C  Provide info. about industry trends

D  All of these answers are correct

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  Opinion set

D  Motivation

E  Personal environment

A  An opinion leader

B  A channel captain

C  A source

D  A consumer advocate

A  Grandparents

B  Reference group

C  Family

D  CSUN instructor

A  Social group dynamics

B  Lifestyle analysis

C  Personality analytics

D  Opinion insight

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  All of these alternatives are correct.

B  more action-oriented than beliefs

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

D  usually thought of as involving liking or disliking

E  reasonably enduring points of view about something

A  reinforcement, drive, cue, response

B  Drive, cue, response, reinforcement

C  Cue, response, drive, reinforcement

D  None of these alternatives is correct

A  Reinforced cognition

B  Selective exposure

C  Selective organization

D  Selective calculation

A  Selective exposure

B  Focal socialization

C  Selective perception

D  Selective learning

A  Personal, social, safety, and physiological needs.

B  safety, personal, social, and physiological needs.

C  Social, personal, safety, and physiological needs.

D  Physiological, safety, social, and personal needs.

A  Satisfying a need

B  Satisfying a want

C  The “economic-buyer” model of buyer behavior

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  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  Suggests that men and women behave differently as buyers.

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

A  Income available after taxes.

B  Total market value of goods and services produced.

C  Income available after taxes and necessities.

D  Gross domestic product per capita.

E  Income available before taxes.

A  Makes buying decisions based only on price.

B  Will not pay extra for convenience.

C  Is averse to spending time and money.

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

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

B  The actual objective characteristics of products.

C  The opinions of the marketing managers.

D  Customers’ perceptions of products

A  Clustering approach

B  Generic market

C  CRM database

D  Aggregating approach

A  AIC analysis

B  Random Clustering

C  None of these

D  Positioning

E  Dynamic behavioral segmentation.

A  Education

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

C  Occupation

D  Age

E  Sex

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  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  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  Determining market

B  Generic market

C  Product-market

D  Qualifying market

A  Champagne

B  A tomato

C  Long-stem roses

D  A greeting card

A  Creating products that managers like.

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

C  Identifying as many market opportunities as can be imagined.

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

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  Economic environment

B  Technological environment

C  Political and legal environment

D  Cultural and social environment

E  Competitive environment

A  Geographic area

B  Customer needs

C  Product types

D  Marketing mix

E  Customer types

A  None of these are correct.

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  A combiner tries to meet the demand in several segments.

A  Prevent fraud on the Internet.

B  Establish the Calif. State University Protection Agency.

C  Restrict importing into the United States.

D  Prevent monopolies or consperacies in restraint of trade.

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

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

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

A  Sustainable competitive advantage

B  Competitor matrix

C  Objective-centered approach

D  Resource combination

E  Competitor analysis plan

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

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

C  Marketing objectives, promotion objectives,sales promotion objectives, company 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 compatible with one another.

D  Be realistic and achievable.

E  Be specific

A  To help firms decide what opportunities to pursue.

B  To help firms decide what opportunities to avoid.

C  To keep managers working towards a common purpose.

D  To provide detailed goals and plans.

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

A  Company environment

B  Economic environment

C  Legal environment

D  Technological environment

E  Cultural and social environment

A  Diversification

B  Market development

C  Market penetration

D  Product development

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

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

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

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

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

A  A plan focused on the necessary operational decisions

B  Similar to a marketing sales promotion

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

D  A target market and a generic marketing mix

E  Similar to a public relations strategy

A  Publicity

B  Sales Promotion

C  Distribution

D  Product development

E  Market penetration

A  Direct communication between sellers and potential customers.

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

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

D  The main form of publicity

E  All of these are included in Advertising

A  All of these may be included in Promotion

B  Sales Promotion

C  Personal selling

D  Publicity

E  Advertising

A  Personnel

B  Promotion

C  Product

D  Price

E  Place

A  A computer

B  All of these are considered products

C  A haircut

D  Tax advice from a financial consultant

E  A chair

A  Potential customers, Product, Price, and Personal Selling

B  Promotion, Production, Price, People

C  Product, Place, Promotion, and Price

D  Product, Price, Promotion, and Profit

E  Production, Personnel, Price, and Physical Distribution

A  assumes that all customers are basically the same

B  is limited to small market segments

C  focuses on fairly homogeneous market segments

D  ignores markets that are large and spread out

A  Channel of distribution

B  Marketing requirements

C  Marketing mix

D  4Ps

E  Target market

A  A marketing mix

B  A target market and a related marketing mix

C  A target market

D  The resources needed to implement a marketing quant.

A  Inventory planning

B  Marketing upfront planning

C  Management by objective

D  Strategic (management) planning

E  Marketing programming

A  Controlling marketing plans.

B  Implementing marketing plans.

C  Planning marketing activities.

D  All of these.

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  There is no difference.

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

C  Whether the whole company is customer-oriented.

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

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

A  Subsistence, production, sales, entrepreneurial, marketing company

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

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

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

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

A  Marketing Department

B  Simple Trade

C  Marketing Company

D  Production

A  Prices

B  The number of producers

C  Discrepancies of quantity

D  Cost of labor and materials

E  Inventories

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  Advertising agencies

B  All of these are collaborators

C  Product-testing labs

D  Marketing research firms

E  Overnight delivery firms

A  Marketing managers

B  Consumer action groups

C  Intermediaries

D  Government analysts

A  Discrepancies of assortment

B  Spatial separation

C  All of these are correct.

D  Separation of values

A  Standardization and grading

B  Macro-Marketing

C  Micro-Marketing

D  Social quant. analysis

E  The transporting function

A  Marketing begins with anticipating potential customer needs.

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

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