Test 1

A  Consumer panel

B  Contributor group

C  Consumer experiment

D  Responder group

E  Statistical package

A  Focus group research

B  Open-ended reserach

C  Situation analysis reserach

D  Quantitative research

A  Asks closed-ended questions

B  Provides more representative samples of consumers

C  Asks yes or no type questions

D  Relies on open-ended questioning

A  A Google search

B  None of these is a good choice

C  U.S. Census Bureau reports

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  All of these alternatives are correct.

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

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

D  Should be considered before primary data is collected.

A  Eisner data

B  Primary data

C  Recycle data

D  Secondary data

A  Intranet

B  Experiment

C  Situation analysis

D  Hypothesis testing

E  Data warehouse

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  Data quants

C  Marketing Z modeling

D  Progressions

E  Hypotheses

A  Marketing status project

B  Marketing processing dept.

C  Marketing information system

D  Marketing model

E  Marketing logistics 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  Extensive problem-solving

B  New-task

C  Modified rebuy

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

B  All of these alternatives are correct.

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

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

A  Provide info. about industry trends

B  Serve as technical consultants to their customers.

C  Provide J.I.T. delivery

D  All of these answers are correct

A  Offers lowest price.

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

C  Offers widest assortment

D  Offers AEG certification.

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

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

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

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

A  Culture

B  Motivation

C  Opinion set

D  Personal environment

E  Learned set

A  A consumer advocate

B  A channel captain

C  A source

D  An opinion leader

A  Grandparents

B  Reference group

C  Family

D  CSUN instructor

A  Opinion insight

B  Personality analytics

C  Lifestyle analysis

D  Social group dynamics

A  Strengthen existing positive attitudes.

B  Create new attitudes toward his or her brand.

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

D  Change existing negative attitudes.

A  more action-oriented than beliefs

B  All of these alternatives are correct.

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

D  reasonably enduring points of view about something

E  usually thought of as involving liking or disliking

A  reinforcement, drive, cue, response

B  Cue, response, drive, reinforcement

C  None of these alternatives is correct

D  Drive, cue, response, reinforcement

A  Reinforced cognition

B  Selective exposure

C  Selective organization

D  Selective calculation

A  Selective perception

B  Selective exposure

C  Focal socialization

D  Selective learning

A  Social, personal, safety, and physiological needs.

B  Personal, social, safety, and physiological needs.

C  Physiological, safety, social, and personal needs.

D  safety, personal, social, and physiological needs.

A  All of these are equally good answers

B  The “economic-buyer” model of buyer behavior

C  Satisfying a need

D  Satisfying a want

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

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  Suggests that men and women behave differently as buyers.

A  Income available after taxes and necessities.

B  Income available after taxes.

C  Total market value of goods and services produced.

D  Gross domestic product per capita.

E  Income available before taxes.

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

B  Is averse to spending time and money.

C  Makes buying decisions based only on price.

D  Will not pay extra for convenience.

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  CRM database

B  Clustering approach

C  Aggregating approach

D  Generic market

A  Positioning

B  Random Clustering

C  None of these

D  AIC analysis

E  Dynamic behavioral segmentation.

A  Sex

B  Education

C  Age

D  Occupation

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

A  Education

B  Needs

C  Income

D  Region of the world or country

A  The threat of potential competitors suggests more aggregating.

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

C  All of these alternatives are true.

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

A  “breaking apart” or disaggregatingg

B  mechanical, nonjudgmental

C  “clustering” or aggregating

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

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

A  Generic market

B  Product-market

C  Determining market

D  Qualifying market

A  Champagne

B  A tomato

C  Long-stem roses

D  A greeting card

A  Identifying as many market opportunities as can be imagined.

B  Creating products that managers like.

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

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

A  Do not “think locally.”

B  Use machine translators.

C  Include local citizens in the evaluation process.

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

E  Save money by cutting research into foreign markets.

A  Competitive environment

B  Cultural and social environment

C  Economic environment

D  Political and legal environment

E  Technological environment

A  Marketing mix

B  Geographic area

C  Product types

D  Customer types

E  Customer needs

A  None of these are correct.

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

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

D  Combiners usually have more sales potential than segmenters.

A  Establish the Calif. State University Protection Agency.

B  Restrict importing into the United States.

C  Prevent fraud on the Internet.

D  Prevent monopolies or consperacies in restraint of trade.

E  Eliminate price differences among different competing suppliers.

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

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

C  Competition-free environments are rare.

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

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

A  Resource combination

B  Competitor analysis plan

C  Objective-centered approach

D  Sustainable competitive advantage

E  Competitor matrix

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

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

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

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

A  Be compatible with one another.

B  Be specific

C  Be realistic and achievable.

D  All of these are correct.

E  Focus on returning some profit to the business.

A  To help firms decide what opportunities to avoid.

B  To help firms decide what opportunities to pursue.

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

D  To keep managers working towards a common purpose.

E  To provide detailed goals and plans.

A  Legal environment

B  Technological environment

C  Cultural and social environment

D  Economic environment

E  Company environment

A  Diversification

B  Product development

C  Market penetration

D  Market development

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

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

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

A  A plan focused on the necessary operational decisions

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

C  A target market and a generic marketing mix

D  Similar to a marketing sales promotion

E  Similar to a public relations strategy

A  Product development

B  Distribution

C  Market penetration

D  Publicity

E  Sales Promotion

A  All of these are included in Advertising

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

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  Product

C  Promotion

D  Price

E  Personnel

A  Tax advice from a financial consultant

B  All of these are considered products

C  A haircut

D  A chair

E  A computer

A  Product, Price, Promotion, and Profit

B  Promotion, Production, Price, People

C  Production, Personnel, Price, and Physical Distribution

D  Potential customers, Product, Price, and Personal Selling

E  Product, Place, Promotion, and Price

A  assumes that all customers are basically the same

B  ignores markets that are large and spread out

C  focuses on fairly homogeneous market segments

D  is limited to small market segments

A  Marketing requirements

B  4Ps

C  Channel of distribution

D  Target market

E  Marketing mix

A  A target market

B  The resources needed to implement a marketing quant.

C  A marketing mix

D  A target market and a related marketing mix

A  Marketing upfront planning

B  Management by objective

C  Inventory planning

D  Marketing programming

E  Strategic (management) planning

A  Implementing marketing plans.

B  Planning marketing activities.

C  All of these.

D  Controlling marketing plans.

A  Resource efficiency, sales growth, profit maximization.

B  Customer satisfaction, total company effort, profit.

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

D  Customer satisfaction, resource efficiency, sales unit maximization.

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

A  There is no difference.

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

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

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 department, marketing company

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

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

D  Subsistence, production, sales, entrepreneurial, marketing company

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

A  Marketing Company

B  Production

C  Simple Trade

D  Marketing Department

A  The number of producers

B  Prices

C  Cost of labor and materials

D  Inventories

E  Discrepancies of quantity

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

D  Prices usually fluctuate according to supply and demand.

A  Advertising agencies

B  Marketing research firms

C  Overnight delivery firms

D  All of these are collaborators

E  Product-testing labs

A  Marketing managers

B  Government analysts

C  Intermediaries

D  Consumer action groups

A  Separation of values

B  Spatial separation

C  All of these are correct.

D  Discrepancies of assortment

A  Standardization and grading

B  Macro-Marketing

C  Micro-Marketing

D  The transporting function

E  Social quant. analysis

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

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 begins with anticipating potential customer needs.

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