Test 1

A  Consumer experiment

B  Contributor group

C  Statistical package

D  Consumer panel

E  Responder group

A  Quantitative research

B  Situation analysis reserach

C  Open-ended reserach

D  Focus group research

A  Provides more representative samples of consumers

B  Asks closed-ended questions

C  Relies on open-ended questioning

D  Asks yes or no type questions

A  None of these is a good choice

B  U.S. Census Bureau reports

C  A Google search

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

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

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

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

C  Should be considered before primary data is collected.

D  All of these alternatives are correct.

A  Eisner data

B  Secondary data

C  Primary data

D  Recycle data

A  Intranet

B  Data warehouse

C  Situation analysis

D  Hypothesis testing

E  Experiment

A  Analyzing the situation, getting problem-specific data, interpreting the data, defining the problem, solving the problem.

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

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  Progressions

B  Hypotheses

C  Marketing Z modeling

D  Situation analyses

E  Data quants

A  Marketing model

B  Marketing logistics system

C  Marketing processing dept.

D  Marketing status project

E  Marketing information system

A  Marketing processing

B  Marketing Research

C  Marketing planning

D  Marketing structure

A  Total quality shipping

B  Assured outsourcing

C  Just-in-time delivery

D  Effective gatekeeping

A  Straight rebuy

B  Modified rebuy

C  Extensive problem-solving

D  New-task

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 basically a clerk who fills out paperwork to place orders.

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

A  All of these alternatives are correct.

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

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

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

A  Provide J.I.T. delivery

B  Provide info. about industry trends

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 lowest price.

C  Offers AEG certification.

D  Offers widest assortment

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

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

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

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

A  Opinion set

B  Learned set

C  Motivation

D  Personal environment

E  Culture

A  A consumer advocate

B  A source

C  A channel captain

D  An opinion leader

A  Family

B  Grandparents

C  CSUN instructor

D  Reference group

A  Personality analytics

B  Lifestyle analysis

C  Opinion insight

D  Social group dynamics

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  usually thought of as involving liking or disliking

B  reasonably enduring points of view about something

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  reinforcement, drive, cue, response

C  Cue, response, drive, reinforcement

D  None of these alternatives is correct

A  Reinforced cognition

B  Selective exposure

C  Selective organization

D  Selective calculation

A  Selective learning

B  Selective exposure

C  Selective perception

D  Focal socialization

A  Physiological, safety, social, and personal needs.

B  Social, personal, safety, and physiological needs.

C  Personal, social, safety, and physiological needs.

D  safety, personal, social, and physiological needs.

A  The “economic-buyer” model of buyer behavior

B  Satisfying a want

C  Satisfying a need

D  All of these are equally good answers

A  Learning

B  Motivation

C  Age

D  Perception

E  Attitudes

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

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  Suggests that men and women behave differently as buyers.

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

A  Income available after taxes.

B  Income available after taxes and necessities.

C  Total market value of goods and services produced.

D  Gross domestic product per capita.

E  Income available before taxes.

A  Is averse to spending time and money.

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

C  Makes buying decisions based only on price.

D  Will not pay extra for convenience.

A  The actual objective characteristics of products.

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

C  Customers’ perceptions of products

D  The opinions of the marketing managers.

A  CRM database

B  Generic market

C  Clustering approach

D  Aggregating approach

A  AIC analysis

B  Positioning

C  Dynamic behavioral segmentation.

D  None of these

E  Random Clustering

A  Education

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

C  Sex

D  Occupation

E  Age

A  Region of the world or country

B  Needs

C  Education

D  Income

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

B  All of these alternatives are true.

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

D  The threat of potential competitors suggests more aggregating.

A  “clustering” or aggregating

B  assorting

C  mechanical, nonjudgmental

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

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

A  Qualifying market

B  Product-market

C  Generic market

D  Determining market

A  Long-stem roses

B  A greeting card

C  A tomato

D  Champagne

A  Creating products that managers like.

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

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

D  Identifying as many market opportunities as can be imagined.

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  Economic environment

B  Competitive environment

C  Technological environment

D  Cultural and social environment

E  Political and legal environment

A  Customer types

B  Product types

C  Marketing mix

D  Geographic area

E  Customer needs

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

B  None of these are correct.

C  Combiners usually have more sales potential than segmenters.

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

A  Establish the Calif. State University Protection Agency.

B  Prevent monopolies or consperacies in restraint of trade.

C  Restrict importing into the United States.

D  Eliminate price differences among different competing suppliers.

E  Prevent fraud on the Internet.

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

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

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

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

E  Competition-free environments are rare.

A  Resource combination

B  Competitor matrix

C  Objective-centered approach

D  Sustainable competitive advantage

E  Competitor analysis plan

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

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

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

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

A  Focus on returning some profit to the business.

B  Be specific

C  Be compatible with one another.

D  All of these are correct.

E  Be realistic and achievable.

A  To provide detailed goals and plans.

B  To help firms decide what opportunities to avoid.

C  To help firms decide what opportunities to pursue.

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

E  To keep managers working towards a common purpose.

A  Economic environment

B  Legal environment

C  Technological environment

D  Company environment

E  Cultural and social environment

A  Market penetration

B  Diversification

C  Product development

D  Market development

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

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

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

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

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

A  A target market and a generic marketing mix

B  Similar to a public relations strategy

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

D  Similar to a marketing sales promotion

E  A plan focused on the necessary operational decisions

A  Market penetration

B  Sales Promotion

C  Publicity

D  Distribution

E  Product development

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

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

C  All of these are included in Advertising

D  The main form of publicity

E  Direct communication between sellers and potential customers.

A  Sales Promotion

B  Advertising

C  Personal selling

D  All of these may be included in Promotion

E  Publicity

A  Product

B  Place

C  Personnel

D  Price

E  Promotion

A  A haircut

B  Tax advice from a financial consultant

C  A computer

D  A chair

E  All of these are considered products

A  Promotion, Production, Price, People

B  Production, Personnel, Price, and Physical Distribution

C  Product, Price, Promotion, and Profit

D  Potential customers, Product, Price, and Personal Selling

E  Product, Place, Promotion, and Price

A  is limited to small market segments

B  assumes that all customers are basically the same

C  ignores markets that are large and spread out

D  focuses on fairly homogeneous market segments

A  Channel of distribution

B  Target market

C  4Ps

D  Marketing requirements

E  Marketing mix

A  A marketing mix

B  A target market

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  Implementing marketing plans.

B  All of these.

C  Planning marketing activities.

D  Controlling marketing plans.

A  Customer satisfaction, total company effort, profit.

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

C  Customer satisfaction, resource efficiency, sales unit maximization.

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

E  Resource efficiency, sales growth, profit maximization.

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

E  Whether the whole company is customer-oriented.

A  Subsistence, production, sales, entrepreneurial, marketing company

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

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

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

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

A  Marketing Department

B  Marketing Company

C  Simple Trade

D  Production

A  Discrepancies of quantity

B  Prices

C  Inventories

D  The number of producers

E  Cost of labor and materials

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  Advertising agencies

D  All of these are collaborators

E  Overnight delivery firms

A  Consumer action groups

B  Government analysts

C  Intermediaries

D  Marketing managers

A  Discrepancies of assortment

B  All of these are correct.

C  Spatial separation

D  Separation of values

A  Social quant. analysis

B  Standardization and grading

C  Macro-Marketing

D  The transporting function

E  Micro-Marketing

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 begins with anticipating potential customer needs.

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

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