Test 1

A  Contributor group

B  Responder group

C  Consumer panel

D  Statistical package

E  Consumer experiment

A  Open-ended reserach

B  Quantitative research

C  Situation analysis reserach

D  Focus group research

A  Asks yes or no type questions

B  Provides more representative samples of consumers

C  Relies on open-ended questioning

D  Asks closed-ended questions

A  None of these is a good choice

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

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

D  A Google search

E  U.S. Census Bureau reports

A  All of these alternatives are correct.

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

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

D  Should be considered before primary data is collected.

A  Primary data

B  Secondary data

C  Eisner data

D  Recycle data

A  Intranet

B  Experiment

C  Hypothesis testing

D  Data warehouse

E  Situation analysis

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  Marketing Z modeling

B  Data quants

C  Situation analyses

D  Progressions

E  Hypotheses

A  Marketing processing dept.

B  Marketing status project

C  Marketing model

D  Marketing information system

E  Marketing logistics system

A  Marketing processing

B  Marketing planning

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  Modified rebuy

C  Extensive problem-solving

D  Straight 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  All of these alternatives are correct.

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

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

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

A  All of these answers are correct

B  Serve as technical consultants to their customers.

C  Provide J.I.T. delivery

D  Provide info. about industry trends

A  Offers lowest price.

B  Offers widest assortment

C  Offers AEG certification.

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

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  Personal environment

B  Motivation

C  Culture

D  Learned set

E  Opinion set

A  An opinion leader

B  A channel captain

C  A source

D  A consumer advocate

A  CSUN instructor

B  Reference group

C  Grandparents

D  Family

A  Social group dynamics

B  Opinion insight

C  Personality analytics

D  Lifestyle analysis

A  Change existing negative attitudes.

B  Strengthen existing positive attitudes.

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

D  Create new attitudes toward his or her brand.

A  more action-oriented than beliefs

B  usually thought of as involving liking or disliking

C  All of these alternatives are correct.

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

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 organization

C  Selective calculation

D  Reinforced cognition

A  Selective learning

B  Selective exposure

C  Focal socialization

D  Selective perception

A  Personal, social, safety, and physiological needs.

B  safety, personal, social, and physiological needs.

C  Physiological, safety, social, and personal needs.

D  Social, personal, safety, 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  Age

B  Motivation

C  Perception

D  Learning

E  Attitudes

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  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 after taxes.

B  Gross domestic product per capita.

C  Total market value of goods and services produced.

D  Income available after taxes and necessities.

E  Income available before taxes.

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

B  Makes buying decisions based only on price.

C  Is averse to spending time and money.

D  Will not pay extra for convenience.

A  The opinions of the marketing managers.

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

C  Customers’ perceptions of products

D  The actual objective characteristics of products.

A  Generic market

B  Clustering approach

C  Aggregating approach

D  CRM database

A  Random Clustering

B  Dynamic behavioral segmentation.

C  AIC analysis

D  None of these

E  Positioning

A  Education

B  Age

C  Sex

D  Occupation

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

A  Region of the world or country

B  Education

C  Needs

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  “clustering” or aggregating

C  assorting

D  mechanical, nonjudgmental

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

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

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  Product-market

B  Generic market

C  Qualifying market

D  Determining market

A  A tomato

B  Long-stem roses

C  A greeting card

D  Champagne

A  Creating products that managers like.

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

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

D  Identifying as many market opportunities as can be imagined.

A  Include local citizens in the evaluation process.

B  Do not “think locally.”

C  Save money by cutting research into foreign markets.

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  Geographic area

B  Marketing mix

C  Customer types

D  Customer needs

E  Product types

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  Prevent monopolies or consperacies in restraint of trade.

B  Prevent fraud on the Internet.

C  Establish the Calif. State University Protection Agency.

D  Restrict importing into the United States.

E  Eliminate price differences among different competing suppliers.

A  Competition-free environments are rare.

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

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

A  Competitor matrix

B  Sustainable competitive advantage

C  Objective-centered approach

D  Resource combination

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  Be realistic and achievable.

B  Be compatible with one another.

C  All of these are correct.

D  Focus on returning some profit to the business.

E  Be specific

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  Legal environment

B  Economic environment

C  Cultural and social environment

D  Company environment

E  Technological environment

A  Market development

B  Diversification

C  Market penetration

D  Product development

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

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

C  Summarizes a firm’s “strategy, wishes (of its customers), outlook 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 marketing strategy – plus the time-related details for carrying it out

B  Similar to a marketing sales promotion

C  A target market and a generic marketing mix

D  Similar to a public relations strategy

E  A plan focused on the necessary operational decisions

A  Product development

B  Publicity

C  Sales Promotion

D  Market penetration

E  Distribution

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

B  The main form of publicity

C  Direct communication between sellers and potential customers.

D  All of these are included in Advertising

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

A  Sales Promotion

B  Personal selling

C  Publicity

D  All of these may be included in Promotion

E  Advertising

A  Price

B  Product

C  Personnel

D  Promotion

E  Place

A  Tax advice from a financial consultant

B  All of these are considered products

C  A computer

D  A chair

E  A haircut

A  Product, Place, Promotion, and Price

B  Promotion, Production, Price, People

C  Product, Price, Promotion, and Profit

D  Potential customers, Product, Price, and Personal Selling

E  Production, Personnel, Price, and Physical Distribution

A  focuses on fairly homogeneous market segments

B  ignores markets that are large and spread out

C  assumes that all customers are basically the same

D  is limited to small market segments

A  Target market

B  4Ps

C  Marketing requirements

D  Marketing mix

E  Channel of distribution

A  A marketing mix

B  The resources needed to implement a marketing quant.

C  A target market and a related marketing mix

D  A target market

A  Marketing programming

B  Strategic (management) planning

C  Marketing upfront planning

D  Inventory planning

E  Management by objective

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, marketing manager as chief executive, profit.

D  Customer satisfaction, total company effort, profit.

E  Resource efficiency, sales growth, profit maximization.

A  There is no difference.

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

C  Whether the whole company is customer-oriented.

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

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

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

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

C  Subsistence, production, sales, entrepreneurial, marketing company

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

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

A  Production

B  Marketing Company

C  Marketing Department

D  Simple Trade

A  Inventories

B  The number of producers

C  Cost of labor and materials

D  Discrepancies of quantity

E  Prices

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

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

C  Prices usually fluctuate according to supply and demand.

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

A  Overnight delivery firms

B  All of these are collaborators

C  Advertising agencies

D  Marketing research firms

E  Product-testing labs

A  Intermediaries

B  Government analysts

C  Marketing managers

D  Consumer action groups

A  Discrepancies of assortment

B  Separation of values

C  Spatial separation

D  All of these are correct.

A  The transporting function

B  Micro-Marketing

C  Social quant. analysis

D  Macro-Marketing

E  Standardization and grading

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

B  Marketing begins with anticipating potential customer needs.

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

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.