Test 1

A  Statistical package

B  Contributor group

C  Consumer experiment

D  Consumer panel

E  Responder group

A  Quantitative research

B  Focus group research

C  Situation analysis reserach

D  Open-ended reserach

A  Provides more representative samples of consumers

B  Asks closed-ended questions

C  Asks yes or no type questions

D  Relies on open-ended questioning

A  None of these is a good choice

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

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

D  A Google search

E  U.S. Census Bureau reports

A  Should be considered before primary data is collected.

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

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

D  All of these alternatives are correct.

A  Recycle data

B  Primary data

C  Secondary data

D  Eisner data

A  Hypothesis testing

B  Intranet

C  Experiment

D  Data warehouse

E  Situation analysis

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

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

A  Situation analyses

B  Data quants

C  Hypotheses

D  Marketing Z modeling

E  Progressions

A  Marketing processing dept.

B  Marketing model

C  Marketing logistics system

D  Marketing information system

E  Marketing status project

A  Marketing structure

B  Marketing processing

C  Marketing planning

D  Marketing Research

A  Assured outsourcing

B  Just-in-time delivery

C  Total quality shipping

D  Effective gatekeeping

A  New-task

B  Modified rebuy

C  Straight rebuy

D  Extensive problem-solving

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

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

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

D  All of these alternatives are correct.

A  Serve as technical consultants to their customers.

B  Provide info. about industry trends

C  All of these answers are correct

D  Provide J.I.T. delivery

A  Offers AEG certification.

B  Offers lowest price.

C  Offers widest assortment

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

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

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

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

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

A  Opinion set

B  Learned set

C  Personal environment

D  Culture

E  Motivation

A  A consumer advocate

B  An opinion leader

C  A source

D  A channel captain

A  CSUN instructor

B  Reference group

C  Grandparents

D  Family

A  Lifestyle analysis

B  Social group dynamics

C  Opinion insight

D  Personality analytics

A  Change existing negative attitudes.

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

C  Strengthen existing positive attitudes.

D  Create new attitudes toward his or her brand.

A  more action-oriented than beliefs

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

C  reasonably enduring points of view about something

D  All of these alternatives are correct.

E  usually thought of as involving liking or disliking

A  Cue, response, drive, reinforcement

B  Drive, cue, response, reinforcement

C  reinforcement, drive, cue, response

D  None of these alternatives is correct

A  Selective calculation

B  Reinforced cognition

C  Selective organization

D  Selective exposure

A  Selective exposure

B  Focal socialization

C  Selective perception

D  Selective learning

A  safety, personal, social, and physiological needs.

B  Social, personal, safety, and physiological needs.

C  Personal, social, safety, and physiological needs.

D  Physiological, safety, social, and personal needs.

A  The “economic-buyer” model of buyer behavior

B  Satisfying a need

C  Satisfying a want

D  All of these are equally good answers

A  Age

B  Learning

C  Attitudes

D  Perception

E  Motivation

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  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.

B  Income available after taxes and necessities.

C  Income available before taxes.

D  Gross domestic product per capita.

E  Total market value of goods and services produced.

A  Is averse to spending time and money.

B  Will not pay extra for convenience.

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

D  Makes buying decisions based only on price.

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  Generic market

B  CRM database

C  Clustering approach

D  Aggregating approach

A  AIC analysis

B  None of these

C  Random Clustering

D  Dynamic behavioral segmentation.

E  Positioning

A  Occupation

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

C  Education

D  Sex

E  Age

A  Region of the world or country

B  Income

C  Needs

D  Education

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

B  The threat of potential competitors suggests more aggregating.

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

D  All of these alternatives are true.

A  mechanical, nonjudgmental

B  “breaking apart” or disaggregatingg

C  assorting

D  “clustering” or aggregating

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

A  Qualifying market

B  Product-market

C  Generic market

D  Determining market

A  A greeting card

B  Champagne

C  A tomato

D  Long-stem roses

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  Use machine translators.

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

C  Include local citizens in the evaluation process.

D  Save money by cutting research into foreign markets.

E  Do not “think locally.”

A  Economic environment

B  Competitive environment

C  Political and legal environment

D  Cultural and social environment

E  Technological environment

A  Customer needs

B  Geographic area

C  Marketing mix

D  Customer types

E  Product types

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

B  Combiners usually have more sales potential than segmenters.

C  None of these are correct.

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

A  Prevent fraud on the Internet.

B  Establish the Calif. State University Protection Agency.

C  Restrict importing into the United States.

D  Prevent monopolies or consperacies in restraint of trade.

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  Competition-free environments are rare.

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

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

A  Objective-centered approach

B  Sustainable competitive advantage

C  Competitor analysis plan

D  Resource combination

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, sales promotion objectives, marketing objectives, promotion objectives.

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

A  Be realistic and achievable.

B  Be specific

C  Focus on returning some profit to the business.

D  All of these are correct.

E  Be compatible with one another.

A  To provide detailed goals and plans.

B  To help firms decide what opportunities to avoid.

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

D  To keep managers working towards a common purpose.

E  To help firms decide what opportunities to pursue.

A  Company environment

B  Economic environment

C  Cultural and social environment

D  Technological environment

E  Legal environment

A  Market development

B  Diversification

C  Market penetration

D  Product development

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

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

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

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

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

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

B  Similar to a marketing sales promotion

C  Similar to a public relations strategy

D  A plan focused on the necessary operational decisions

E  A target market and a generic marketing mix

A  Distribution

B  Market penetration

C  Product development

D  Sales Promotion

E  Publicity

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  The main form of publicity

D  Direct communication between sellers and potential customers.

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

A  Sales Promotion

B  Personal selling

C  Advertising

D  Publicity

E  All of these may be included in Promotion

A  Personnel

B  Promotion

C  Price

D  Product

E  Place

A  A haircut

B  A chair

C  A computer

D  Tax advice from a financial consultant

E  All of these are considered products

A  Potential customers, Product, Price, and Personal Selling

B  Product, Price, Promotion, and Profit

C  Promotion, Production, Price, People

D  Product, Place, Promotion, and Price

E  Production, Personnel, Price, and Physical Distribution

A  assumes that all customers are basically the same

B  is limited to small market segments

C  ignores markets that are large and spread out

D  focuses on fairly homogeneous market segments

A  Marketing mix

B  Target market

C  Marketing requirements

D  4Ps

E  Channel of distribution

A  A target market and a related marketing mix

B  A target market

C  A marketing mix

D  The resources needed to implement a marketing quant.

A  Marketing programming

B  Management by objective

C  Marketing upfront planning

D  Inventory planning

E  Strategic (management) planning

A  Implementing marketing plans.

B  Planning marketing activities.

C  Controlling marketing plans.

D  All of these.

A  Resource efficiency, sales growth, profit maximization.

B  Customer satisfaction, resource efficiency, sales unit maximization.

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

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

E  Customer satisfaction, total company effort, profit.

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

B  Whether the whole company is customer-oriented.

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

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  Simple trade, production, sales, entrepreneurial, marketing company

C  Subsistence, production, sales, entrepreneurial, marketing company

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

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

A  Marketing Company

B  Simple Trade

C  Marketing Department

D  Production

A  The number of producers

B  Cost of labor and materials

C  Discrepancies of quantity

D  Inventories

E  Prices

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

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

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

D  Prices usually fluctuate according to supply and demand.

A  Overnight delivery firms

B  Marketing research firms

C  Advertising agencies

D  Product-testing labs

E  All of these are collaborators

A  Marketing managers

B  Consumer action groups

C  Intermediaries

D  Government analysts

A  Spatial separation

B  All of these are correct.

C  Separation of values

D  Discrepancies of assortment

A  The transporting function

B  Micro-Marketing

C  Macro-Marketing

D  Standardization and grading

E  Social quant. analysis

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

B  Marketing begins with anticipating potential customer needs.

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

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

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