Test 1

A  Contributor group

B  Responder group

C  Consumer experiment

D  Statistical package

E  Consumer panel

A  Focus group research

B  Open-ended reserach

C  Situation analysis reserach

D  Quantitative research

A  Asks closed-ended questions

B  Asks yes or no type questions

C  Provides more representative samples of consumers

D  Relies on open-ended questioning

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

B  U.S. Census Bureau reports

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

D  None of these is a good choice

E  A Google search

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  Recycle data

B  Primary data

C  Eisner data

D  Secondary data

A  Data warehouse

B  Situation analysis

C  Intranet

D  Experiment

E  Hypothesis testing

A  Getting problem-specific data, interpreting the data, defining the problem, analyzing the situation.

B  Defining the problem, analyzing the situation, getting problem-specific data, interpreting the data, solving the problem.

C  Analyzing the situation, getting problem-specific data, interpreting the data, defining the problem, 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  Progressions

D  Marketing Z modeling

E  Hypotheses

A  Marketing logistics system

B  Marketing information system

C  Marketing processing dept.

D  Marketing model

E  Marketing status project

A  Marketing planning

B  Marketing processing

C  Marketing structure

D  Marketing Research

A  Total quality shipping

B  Just-in-time delivery

C  Assured outsourcing

D  Effective gatekeeping

A  Extensive problem-solving

B  Straight rebuy

C  New-task

D  Modified rebuy

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

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

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

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

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

D  All of these alternatives are correct.

A  Provide info. about industry trends

B  Provide J.I.T. delivery

C  Serve as technical consultants to their customers.

D  All of these answers are correct

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

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

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

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

A  Culture

B  Personal environment

C  Motivation

D  Learned set

E  Opinion set

A  An opinion leader

B  A consumer advocate

C  A channel captain

D  A source

A  Reference group

B  Grandparents

C  Family

D  CSUN instructor

A  Personality analytics

B  Social group dynamics

C  Opinion insight

D  Lifestyle analysis

A  Create new attitudes toward his or her brand.

B  Strengthen existing positive attitudes.

C  Change existing negative attitudes.

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

A  reasonably enduring points of view about something

B  usually thought of as involving liking or disliking

C  more action-oriented than beliefs

D  All of these alternatives are correct.

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

A  Drive, cue, response, reinforcement

B  None of these alternatives is correct

C  Cue, response, drive, reinforcement

D  reinforcement, drive, cue, response

A  Reinforced cognition

B  Selective exposure

C  Selective organization

D  Selective calculation

A  Focal socialization

B  Selective perception

C  Selective learning

D  Selective exposure

A  Physiological, safety, social, and personal needs.

B  Personal, social, safety, and physiological needs.

C  safety, personal, social, and physiological needs.

D  Social, personal, safety, and physiological needs.

A  Satisfying a need

B  All of these are equally good answers

C  Satisfying a want

D  The “economic-buyer” model of buyer behavior

A  Learning

B  Motivation

C  Attitudes

D  Perception

E  Age

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

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

C  Suggests that men and women behave differently as buyers.

D  Assumes that buyers don’t have enough information to make logical choices – and as a result buy products that are not a good value.

A  Income available before taxes.

B  Income available after taxes and necessities.

C  Gross domestic product per capita.

D  Total market value of goods and services produced.

E  Income available after taxes.

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  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  CRM database

B  Aggregating approach

C  Clustering approach

D  Generic market

A  Random Clustering

B  AIC analysis

C  Positioning

D  Dynamic behavioral segmentation.

E  None of these

A  Education

B  Occupation

C  Age

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

E  Sex

A  Income

B  Education

C  Needs

D  Region of the world or country

A  The threat of potential competitors suggests more aggregating.

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

A  assorting

B  “breaking apart” or disaggregatingg

C  “clustering” or aggregating

D  mechanical, nonjudgmental

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

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

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

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

A  Determining market

B  Product-market

C  Qualifying market

D  Generic market

A  Long-stem roses

B  Champagne

C  A greeting card

D  A tomato

A  Identifying as many market opportunities as can be imagined.

B  Creating products that managers like.

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

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

A  Save money by cutting research into foreign markets.

B  Do not “think locally.”

C  Include local citizens in the evaluation process.

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

E  Use machine translators.

A  Economic environment

B  Competitive environment

C  Cultural and social environment

D  Political and legal environment

E  Technological environment

A  Customer needs

B  Product types

C  Marketing mix

D  Customer types

E  Geographic area

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  Combiners usually have more sales potential than segmenters.

D  None of these are correct.

A  Restrict importing into the United States.

B  Prevent monopolies or consperacies in restraint of trade.

C  Establish the Calif. State University Protection Agency.

D  Prevent fraud on the Internet.

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

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

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

E  Competition-free environments are rare.

A  Resource combination

B  Sustainable competitive advantage

C  Objective-centered approach

D  Competitor analysis plan

E  Competitor matrix

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

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

C  Marketing objectives, promotion objectives,sales promotion objectives, company objectives.

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

A  Be specific

B  Focus on returning some profit to the business.

C  All of these are correct.

D  Be realistic and achievable.

E  Be compatible with one another.

A  To provide detailed goals and plans.

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 help firms decide what opportunities to pursue.

A  Company environment

B  Technological environment

C  Legal environment

D  Economic environment

E  Cultural and social environment

A  Product development

B  Market development

C  Market penetration

D  Diversification

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

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

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

A  A target market and a generic marketing mix

B  Similar to a marketing sales promotion

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  Distribution

B  Market penetration

C  Product development

D  Publicity

E  Sales Promotion

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  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  Advertising

B  Personal selling

C  Publicity

D  Sales Promotion

E  All of these may be included in Promotion

A  Price

B  Product

C  Personnel

D  Promotion

E  Place

A  A haircut

B  A computer

C  A chair

D  Tax advice from a financial consultant

E  All of these are considered products

A  Production, Personnel, Price, and Physical Distribution

B  Promotion, Production, Price, People

C  Potential customers, Product, Price, and Personal Selling

D  Product, Place, Promotion, and Price

E  Product, Price, Promotion, and Profit

A  focuses on fairly homogeneous market segments

B  is limited to small market segments

C  assumes that all customers are basically the same

D  ignores markets that are large and spread out

A  Marketing mix

B  Target market

C  4Ps

D  Marketing requirements

E  Channel of distribution

A  A marketing mix

B  The resources needed to implement a marketing quant.

C  A target market

D  A target market and a related marketing mix

A  Management by objective

B  Strategic (management) planning

C  Marketing programming

D  Marketing upfront planning

E  Inventory planning

A  Implementing marketing plans.

B  All of these.

C  Planning marketing activities.

D  Controlling marketing plans.

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

B  Resource efficiency, sales growth, profit maximization.

C  Customer satisfaction, resource efficiency, sales unit maximization.

D  Customer satisfaction, total company effort, profit.

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  There is no difference.

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

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

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

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

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

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

E  Subsistence, production, sales, entrepreneurial, marketing company

A  Marketing Company

B  Simple Trade

C  Production

D  Marketing Department

A  Prices

B  The number of producers

C  Inventories

D  Discrepancies of quantity

E  Cost of labor and materials

A  Prices usually fluctuate according to supply and demand.

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

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

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

A  All of these are collaborators

B  Product-testing labs

C  Overnight delivery firms

D  Marketing research firms

E  Advertising agencies

A  Marketing managers

B  Government analysts

C  Intermediaries

D  Consumer action groups

A  Discrepancies of assortment

B  Spatial separation

C  Separation of values

D  All of these are correct.

A  Social quant. analysis

B  The transporting function

C  Micro-Marketing

D  Standardization and grading

E  Macro-Marketing

A  Marketing begins with anticipating potential customer needs.

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

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