Test 1

A  Contributor group

B  Responder group

C  Statistical package

D  Consumer experiment

E  Consumer panel

A  Open-ended reserach

B  Focus group research

C  Situation analysis reserach

D  Quantitative research

A  Relies on open-ended questioning

B  Asks yes or no type questions

C  Provides more representative samples of consumers

D  Asks closed-ended questions

A  U.S. Census Bureau reports

B  None of these is a good choice

C  A Google search

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

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

A  Should be considered before primary data is collected.

B  All of these alternatives are correct.

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

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

A  Eisner data

B  Recycle data

C  Secondary data

D  Primary data

A  Data warehouse

B  Situation analysis

C  Hypothesis testing

D  Experiment

E  Intranet

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 status project

B  Marketing information system

C  Marketing model

D  Marketing logistics system

E  Marketing processing dept.

A  Marketing planning

B  Marketing Research

C  Marketing structure

D  Marketing processing

A  Effective gatekeeping

B  Just-in-time delivery

C  Assured outsourcing

D  Total quality shipping

A  New-task

B  Straight rebuy

C  Extensive problem-solving

D  Modified rebuy

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

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

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

C  All of these alternatives are correct.

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

A  All of these answers are correct

B  Provide info. about industry trends

C  Provide J.I.T. delivery

D  Serve as technical consultants to their customers.

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

B  Offers widest assortment

C  Offers AEG certification.

D  Offers lowest price.

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

B  Purchasing decisions by organizational buyers are usually more economic and less emotional as compared to 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  Opinion set

B  Motivation

C  Learned set

D  Personal environment

E  Culture

A  A channel captain

B  An opinion leader

C  A source

D  A consumer advocate

A  CSUN instructor

B  Reference group

C  Grandparents

D  Family

A  Personality analytics

B  Lifestyle analysis

C  Opinion insight

D  Social group dynamics

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

B  Strengthen existing positive attitudes.

C  Change existing negative attitudes.

D  Create new attitudes toward his or her brand.

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

B  All of these alternatives are correct.

C  usually thought of as involving liking or disliking

D  more action-oriented than beliefs

E  reasonably enduring points of view about something

A  Drive, cue, response, reinforcement

B  None of these alternatives is correct

C  Cue, response, drive, reinforcement

D  reinforcement, drive, cue, response

A  Selective exposure

B  Selective calculation

C  Reinforced cognition

D  Selective organization

A  Selective perception

B  Selective learning

C  Selective exposure

D  Focal socialization

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  Satisfying a want

C  All of these are equally good answers

D  The “economic-buyer” model of buyer behavior

A  Attitudes

B  Learning

C  Motivation

D  Perception

E  Age

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 after taxes and necessities.

B  Income available before taxes.

C  Income available after taxes.

D  Gross domestic product per capita.

E  Total market value of goods and services produced.

A  Makes buying decisions based only on price.

B  Will not pay extra for convenience.

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

D  Is averse to spending time and money.

A  The actual objective characteristics of products.

B  Customers’ perceptions of products

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

D  The opinions of the marketing managers.

A  Generic market

B  CRM database

C  Aggregating approach

D  Clustering approach

A  Dynamic behavioral segmentation.

B  Positioning

C  AIC analysis

D  Random Clustering

E  None of these

A  Age

B  Sex

C  Occupation

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

E  Education

A  Needs

B  Region of the world or country

C  Education

D  Income

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

B  All of these alternatives are true.

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

D  The threat of potential competitors suggests more aggregating.

A  mechanical, nonjudgmental

B  assorting

C  “clustering” or aggregating

D  “breaking apart” or disaggregatingg

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

B  Identifying broad product markets and segmenting them into narrower target 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  Qualifying market

C  Product-market

D  Generic 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  Creating products that managers like.

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

A  Include local citizens in the evaluation process.

B  Use machine translators.

C  Do not “think locally.”

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

E  Save money by cutting research into foreign markets.

A  Political and legal environment

B  Economic environment

C  Cultural and social environment

D  Competitive environment

E  Technological environment

A  Customer needs

B  Product types

C  Geographic area

D  Marketing mix

E  Customer types

A  Combiners usually have more sales potential than segmenters.

B  None of these are correct.

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  Establish the Calif. State University Protection Agency.

B  Prevent fraud on the Internet.

C  Prevent monopolies or consperacies in restraint of trade.

D  Restrict importing into the United States.

E  Eliminate price differences among different competing suppliers.

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

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

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

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

E  Competition-free environments are rare.

A  Objective-centered approach

B  Resource combination

C  Sustainable competitive advantage

D  Competitor analysis plan

E  Competitor matrix

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  Focus on returning some profit to the business.

B  Be compatible with one another.

C  Be realistic and achievable.

D  All of these are correct.

E  Be specific

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

B  To help firms decide what opportunities to pursue.

C  To keep managers working towards a common purpose.

D  To provide detailed goals and plans.

E  To help firms decide what opportunities to avoid.

A  Cultural and social environment

B  Legal environment

C  Technological environment

D  Economic environment

E  Company environment

A  Market development

B  Product development

C  Diversification

D  Market penetration

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

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

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

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

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

A  A target market and a generic marketing mix

B  Similar to a public relations strategy

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 marketing sales promotion

A  Distribution

B  Sales Promotion

C  Product development

D  Publicity

E  Market penetration

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

B  All of these are included in Advertising

C  The main form of publicity

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

E  Direct communication between sellers and potential customers.

A  Sales Promotion

B  All of these may be included in Promotion

C  Advertising

D  Publicity

E  Personal selling

A  Place

B  Personnel

C  Promotion

D  Price

E  Product

A  A haircut

B  A computer

C  Tax advice from a financial consultant

D  A chair

E  All of these are considered products

A  Product, Place, Promotion, and Price

B  Potential customers, Product, Price, and Personal Selling

C  Product, Price, Promotion, and Profit

D  Production, Personnel, Price, and Physical Distribution

E  Promotion, Production, Price, People

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  Marketing mix

D  Marketing requirements

E  Target market

A  A target market and a related marketing mix

B  A marketing mix

C  A target market

D  The resources needed to implement a marketing quant.

A  Inventory planning

B  Management by objective

C  Marketing programming

D  Marketing upfront planning

E  Strategic (management) planning

A  All of these.

B  Planning marketing activities.

C  Implementing marketing plans.

D  Controlling marketing plans.

A  Customer satisfaction, resource efficiency, sales unit maximization.

B  Customer satisfaction, total company effort, profit.

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

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

E  Resource efficiency, sales growth, profit maximization.

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  There is no difference.

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

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, marketing company

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

A  Simple Trade

B  Marketing Department

C  Production

D  Marketing Company

A  Prices

B  The number of producers

C  Discrepancies of quantity

D  Cost of labor and materials

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  Marketing research firms

B  Advertising agencies

C  All of these are collaborators

D  Overnight delivery firms

E  Product-testing labs

A  Marketing managers

B  Consumer action groups

C  Intermediaries

D  Government analysts

A  Discrepancies of assortment

B  Spatial separation

C  Separation of values

D  All of these are correct.

A  Standardization and grading

B  Social quant. analysis

C  The transporting function

D  Micro-Marketing

E  Macro-Marketing

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 begins with anticipating potential customer needs.

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