Test 1

A  Contributor group

B  Responder group

C  Statistical package

D  Consumer experiment

E  Consumer panel

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  A Google search

B  U.S. Census Bureau reports

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

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

E  None of these is a good choice

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

B  All of these alternatives are correct.

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

D  Should be considered before primary data is collected.

A  Secondary data

B  Primary data

C  Recycle data

D  Eisner data

A  Intranet

B  Data warehouse

C  Hypothesis testing

D  Experiment

E  Situation analysis

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  Situation analyses

B  Progressions

C  Data quants

D  Hypotheses

E  Marketing Z modeling

A  Marketing model

B  Marketing logistics system

C  Marketing status project

D  Marketing information system

E  Marketing processing dept.

A  Marketing planning

B  Marketing processing

C  Marketing Research

D  Marketing structure

A  Effective gatekeeping

B  Total quality shipping

C  Just-in-time delivery

D  Assured outsourcing

A  New-task

B  Straight rebuy

C  Modified rebuy

D  Extensive problem-solving

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

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

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

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

C  All of these alternatives are correct.

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

A  Serve as technical consultants to their customers.

B  Provide J.I.T. delivery

C  All of these answers are correct

D  Provide info. about industry trends

A  Offers lowest price.

B  Offers AEG certification.

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

D  Offers widest assortment

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

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

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

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

A  Learned set

B  Personal environment

C  Opinion set

D  Motivation

E  Culture

A  A source

B  An opinion leader

C  A channel captain

D  A consumer advocate

A  Grandparents

B  Family

C  CSUN instructor

D  Reference group

A  Personality analytics

B  Opinion insight

C  Lifestyle analysis

D  Social group dynamics

A  Change existing negative attitudes.

B  Strengthen existing positive attitudes.

C  Create new attitudes toward his or her brand.

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

A  reasonably enduring points of view about something

B  more action-oriented than beliefs

C  All of these alternatives are correct.

D  usually thought of as involving liking or disliking

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

A  Drive, cue, response, reinforcement

B  reinforcement, drive, cue, response

C  None of these alternatives is correct

D  Cue, response, drive, reinforcement

A  Selective calculation

B  Selective organization

C  Reinforced cognition

D  Selective exposure

A  Focal socialization

B  Selective exposure

C  Selective learning

D  Selective perception

A  safety, personal, social, and physiological needs.

B  Personal, social, safety, and physiological needs.

C  Social, personal, safety, and physiological needs.

D  Physiological, safety, social, and personal 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  Age

C  Motivation

D  Learning

E  Perception

A  Suggests that men and women behave differently as buyers.

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

A  Income available before taxes.

B  Gross domestic product per capita.

C  Income available after taxes.

D  Total market value of goods and services produced.

E  Income available after taxes and necessities.

A  Will not pay extra for convenience.

B  Makes buying decisions based only on price.

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

D  Is averse to spending time and money.

A  Customers’ perceptions of products

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

C  The opinions of the marketing managers.

D  The actual objective characteristics of products.

A  CRM database

B  Generic market

C  Clustering approach

D  Aggregating approach

A  AIC analysis

B  Random Clustering

C  Positioning

D  None of these

E  Dynamic behavioral segmentation.

A  Occupation

B  Sex

C  Age

D  Education

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

A  Education

B  Region of the world or country

C  Income

D  Needs

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  “clustering” or aggregating

B  mechanical, nonjudgmental

C  assorting

D  “breaking apart” or disaggregatingg

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

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

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

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

A  Determining market

B  Product-market

C  Qualifying market

D  Generic market

A  Champagne

B  A tomato

C  Long-stem roses

D  A greeting card

A  Creating products that managers like.

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

C  Identifying as many market opportunities as can be imagined.

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

A  Include local citizens in the evaluation process.

B  Use machine translators.

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

D  Do not “think locally.”

E  Save money by cutting research into foreign markets.

A  Technological environment

B  Competitive environment

C  Political and legal environment

D  Economic environment

E  Cultural and social environment

A  Customer needs

B  Product types

C  Marketing mix

D  Customer types

E  Geographic area

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

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

C  None of these are correct.

D  Combiners usually have more sales potential than segmenters.

A  Eliminate price differences among different competing suppliers.

B  Prevent monopolies or consperacies in restraint of trade.

C  Prevent fraud on the Internet.

D  Establish the Calif. State University Protection Agency.

E  Restrict importing into the United States.

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  Resource combination

C  Competitor analysis plan

D  Objective-centered approach

E  Sustainable competitive advantage

A  Company objectives, sales promotion objectives, marketing objectives, promotion objectives.

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

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

D  Marketing objectives, promotion objectives,sales promotion objectives, company objectives.

A  Be specific

B  All of these are correct.

C  Be compatible with one another.

D  Be realistic and achievable.

E  Focus on returning some profit to the business.

A  To keep managers working towards a common purpose.

B  To help firms decide what opportunities to avoid.

C  To provide detailed goals and plans.

D  To help firms decide what opportunities to pursue.

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

A  Company environment

B  Economic environment

C  Cultural and social environment

D  Technological environment

E  Legal environment

A  Market development

B  Diversification

C  Market penetration

D  Product development

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

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

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

A  Similar to a marketing sales promotion

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

C  A target market and a generic marketing mix

D  A plan focused on the necessary operational decisions

E  Similar to a public relations strategy

A  Publicity

B  Sales Promotion

C  Market penetration

D  Product development

E  Distribution

A  All of these are included in Advertising

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

C  The main form of publicity

D  Direct communication between sellers and potential customers.

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

A  Advertising

B  All of these may be included in Promotion

C  Sales Promotion

D  Publicity

E  Personal selling

A  Price

B  Promotion

C  Personnel

D  Place

E  Product

A  A computer

B  A haircut

C  All of these are considered products

D  A chair

E  Tax advice from a financial consultant

A  Product, Place, Promotion, and Price

B  Potential customers, Product, Price, and Personal Selling

C  Promotion, Production, Price, People

D  Product, Price, Promotion, and Profit

E  Production, Personnel, Price, and Physical Distribution

A  focuses on fairly homogeneous market segments

B  is limited to small market segments

C  ignores markets that are large and spread out

D  assumes that all customers are basically the same

A  4Ps

B  Channel of distribution

C  Target market

D  Marketing mix

E  Marketing requirements

A  A target market and a related marketing mix

B  A target market

C  A marketing mix

D  The resources needed to implement a marketing quant.

A  Marketing upfront planning

B  Strategic (management) planning

C  Inventory planning

D  Marketing programming

E  Management by objective

A  Planning marketing activities.

B  All of these.

C  Implementing marketing plans.

D  Controlling marketing plans.

A  Customer satisfaction, total company effort, profit.

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

C  Resource efficiency, sales growth, profit maximization.

D  Customer satisfaction, resource efficiency, sales unit maximization.

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

A  There is no difference.

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

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

D  Whether the whole company is customer-oriented.

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

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

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

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

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

E  Subsistence, production, sales, entrepreneurial, marketing company

A  Production

B  Simple Trade

C  Marketing Company

D  Marketing Department

A  Inventories

B  Prices

C  The number of producers

D  Cost of labor and materials

E  Discrepancies of quantity

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

B  Prices usually fluctuate according to supply and demand.

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

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

A  Marketing research firms

B  Product-testing labs

C  Overnight delivery firms

D  Advertising agencies

E  All of these are collaborators

A  Consumer action groups

B  Marketing managers

C  Intermediaries

D  Government analysts

A  Discrepancies of assortment

B  All of these are correct.

C  Spatial separation

D  Separation of values

A  The transporting function

B  Standardization and grading

C  Macro-Marketing

D  Social quant. analysis

E  Micro-Marketing

A  Marketing begins with anticipating potential customer needs.

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

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

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

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