Test 1

A  Consumer experiment

B  Contributor group

C  Consumer panel

D  Statistical package

E  Responder group

A  Quantitative research

B  Situation analysis reserach

C  Open-ended reserach

D  Focus group research

A  Asks closed-ended questions

B  Relies on open-ended questioning

C  Provides more representative samples of consumers

D  Asks yes or no type questions

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

B  None of these is a good choice

C  U.S. Census Bureau reports

D  A Google search

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

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

B  All of these alternatives are correct.

C  Should be considered before primary data is collected.

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

A  Primary data

B  Secondary data

C  Recycle data

D  Eisner data

A  Experiment

B  Data warehouse

C  Situation analysis

D  Intranet

E  Hypothesis testing

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  Data quants

B  Marketing Z modeling

C  Hypotheses

D  Situation analyses

E  Progressions

A  Marketing model

B  Marketing status project

C  Marketing logistics system

D  Marketing processing dept.

E  Marketing information system

A  Marketing planning

B  Marketing processing

C  Marketing Research

D  Marketing structure

A  Effective gatekeeping

B  Just-in-time delivery

C  Total quality shipping

D  Assured outsourcing

A  New-task

B  Straight rebuy

C  Extensive problem-solving

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

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

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

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

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

D  All of these alternatives are correct.

A  All of these answers are correct

B  Provide J.I.T. delivery

C  Provide info. about industry trends

D  Serve as technical consultants to their customers.

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

B  Offers AEG certification.

C  Offers widest assortment

D  Offers lowest price.

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

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

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

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

A  Learned set

B  Culture

C  Personal environment

D  Motivation

E  Opinion set

A  A channel captain

B  A source

C  An opinion leader

D  A consumer advocate

A  CSUN instructor

B  Reference group

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  Change existing negative attitudes.

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

D  Strengthen existing positive attitudes.

A  All of these alternatives are correct.

B  more action-oriented than beliefs

C  usually thought of as involving liking or disliking

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

E  reasonably enduring points of view about something

A  None of these alternatives is correct

B  Drive, cue, response, reinforcement

C  Cue, response, drive, reinforcement

D  reinforcement, drive, cue, response

A  Selective organization

B  Reinforced cognition

C  Selective exposure

D  Selective calculation

A  Focal socialization

B  Selective learning

C  Selective perception

D  Selective exposure

A  Personal, social, safety, and physiological needs.

B  Social, personal, safety, and physiological needs.

C  Physiological, safety, social, and personal needs.

D  safety, personal, social, 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  Age

B  Attitudes

C  Perception

D  Motivation

E  Learning

A  Suggests that men and women behave differently as buyers.

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

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

A  Total market value of goods and services produced.

B  Income available after taxes.

C  Gross domestic product per capita.

D  Income available before taxes.

E  Income available after taxes and necessities.

A  Is averse to spending time and money.

B  Makes buying decisions based only on price.

C  Will not pay extra for convenience.

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 opinions of the marketing managers.

C  The actual objective characteristics of products.

D  Customers’ perceptions of products

A  Generic market

B  CRM database

C  Clustering approach

D  Aggregating approach

A  Random Clustering

B  Positioning

C  Dynamic behavioral segmentation.

D  None of these

E  AIC analysis

A  Age

B  Occupation

C  Sex

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

E  Education

A  Education

B  Needs

C  Region of the world or country

D  Income

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

B  The threat of potential competitors suggests more aggregating.

C  All of these alternatives are true.

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

A  “breaking apart” or disaggregatingg

B  mechanical, nonjudgmental

C  assorting

D  “clustering” or aggregating

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

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

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  Qualifying market

B  Generic market

C  Product-market

D  Determining market

A  Champagne

B  A tomato

C  A greeting card

D  Long-stem roses

A  Identifying as many market opportunities as can be imagined.

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

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

D  Creating products that managers like.

A  Include local citizens in the evaluation process.

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

C  Use machine translators.

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  Cultural and social environment

E  Economic environment

A  Product types

B  Marketing mix

C  Customer needs

D  Geographic area

E  Customer types

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

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

C  None of these are correct.

D  Combiners usually have more sales potential than segmenters.

A  Restrict importing into the United States.

B  Establish the Calif. State University Protection Agency.

C  Prevent fraud on the Internet.

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  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  Competition-free environments are rare.

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

A  Sustainable competitive advantage

B  Objective-centered approach

C  Competitor matrix

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

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

A  Be realistic and achievable.

B  All of these are correct.

C  Focus on returning some profit to the business.

D  Be specific

E  Be compatible with one another.

A  To help firms decide what opportunities to pursue.

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

C  To help firms decide what opportunities to avoid.

D  To keep managers working towards a common purpose.

E  To provide detailed goals and plans.

A  Technological environment

B  Legal environment

C  Economic environment

D  Cultural and social environment

E  Company environment

A  Product development

B  Market penetration

C  Diversification

D  Market development

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

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  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  Similar to a marketing sales promotion

B  A target market and a generic marketing mix

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  Market penetration

B  Sales Promotion

C  Distribution

D  Publicity

E  Product development

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

B  All of these are included in Advertising

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

D  Direct communication between sellers and potential customers.

E  The main form of publicity

A  Publicity

B  Sales Promotion

C  Personal selling

D  Advertising

E  All of these may be included in Promotion

A  Place

B  Promotion

C  Price

D  Personnel

E  Product

A  A haircut

B  A chair

C  All of these are considered products

D  A computer

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  Production, Personnel, Price, and Physical Distribution

E  Product, Price, Promotion, and Profit

A  assumes that all customers are basically the same

B  is limited to small market segments

C  ignores markets that are large and spread out

D  focuses on fairly homogeneous market segments

A  4Ps

B  Marketing requirements

C  Target market

D  Marketing mix

E  Channel of distribution

A  A target market

B  A marketing mix

C  The resources needed to implement a marketing quant.

D  A target market and a related marketing mix

A  Management by objective

B  Inventory planning

C  Marketing upfront planning

D  Strategic (management) planning

E  Marketing programming

A  Planning marketing activities.

B  All of these.

C  Controlling marketing plans.

D  Implementing marketing plans.

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

B  Customer satisfaction, resource efficiency, sales unit maximization.

C  Customer satisfaction, total company effort, profit.

D  Resource efficiency, sales growth, profit maximization.

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

A  Whether the whole company is customer-oriented.

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

E  There is no difference.

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

B  Subsistence, production, sales, entrepreneurial, marketing company

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

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

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

A  Marketing Department

B  Production

C  Marketing Company

D  Simple Trade

A  Prices

B  Discrepancies of quantity

C  Inventories

D  The number of producers

E  Cost of labor and materials

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

B  Prices usually fluctuate according to supply and demand.

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

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

A  Marketing research firms

B  Overnight delivery firms

C  All of these are collaborators

D  Advertising agencies

E  Product-testing labs

A  Government analysts

B  Intermediaries

C  Consumer action groups

D  Marketing managers

A  Discrepancies of assortment

B  All of these are correct.

C  Separation of values

D  Spatial separation

A  Macro-Marketing

B  Micro-Marketing

C  Standardization and grading

D  The transporting function

E  Social quant. analysis

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

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

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.