Test 1

A  Consumer panel

B  Statistical package

C  Contributor group

D  Consumer experiment

E  Responder group

A  Situation analysis reserach

B  Quantitative research

C  Focus group research

D  Open-ended reserach

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  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  U.S. Census Bureau reports

E  A Google search

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

B  All of these alternatives are correct.

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  Secondary data

D  Recycle data

A  Data warehouse

B  Intranet

C  Situation analysis

D  Hypothesis testing

E  Experiment

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

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

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

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

A  Data quants

B  Hypotheses

C  Marketing Z modeling

D  Progressions

E  Situation analyses

A  Marketing processing dept.

B  Marketing status project

C  Marketing information system

D  Marketing model

E  Marketing logistics system

A  Marketing processing

B  Marketing Research

C  Marketing planning

D  Marketing structure

A  Effective gatekeeping

B  Total quality shipping

C  Assured outsourcing

D  Just-in-time delivery

A  New-task

B  Modified rebuy

C  Extensive problem-solving

D  Straight rebuy

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

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

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

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

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

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

C  All of these alternatives are correct.

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

A  Serve as technical consultants to their customers.

B  Provide info. about industry trends

C  Provide J.I.T. delivery

D  All of these answers are correct

A  Offers widest assortment

B  Offers lowest price.

C  Offers AEG certification.

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

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

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

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

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

A  Personal environment

B  Learned set

C  Culture

D  Opinion set

E  Motivation

A  An opinion leader

B  A source

C  A channel captain

D  A consumer advocate

A  Reference group

B  Family

C  Grandparents

D  CSUN instructor

A  Opinion insight

B  Social group dynamics

C  Lifestyle analysis

D  Personality analytics

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

C  reasonably enduring points of view about something

D  more action-oriented than beliefs

E  All of these alternatives are correct.

A  Cue, response, drive, reinforcement

B  reinforcement, drive, cue, response

C  Drive, cue, response, reinforcement

D  None of these alternatives is correct

A  Selective organization

B  Reinforced cognition

C  Selective calculation

D  Selective exposure

A  Selective exposure

B  Selective learning

C  Selective perception

D  Focal socialization

A  Social, personal, safety, and physiological needs.

B  Physiological, safety, social, and personal needs.

C  safety, personal, social, and physiological needs.

D  Personal, social, safety, and physiological needs.

A  Satisfying a want

B  Satisfying a need

C  All of these are equally good answers

D  The “economic-buyer” model of buyer behavior

A  Perception

B  Attitudes

C  Age

D  Motivation

E  Learning

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

B  Suggests that men and women behave differently as buyers.

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

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  Total market value of goods and services produced.

B  Gross domestic product per capita.

C  Income available after taxes.

D  Income available after taxes and necessities.

E  Income available before taxes.

A  Will not pay extra for convenience.

B  Makes buying decisions based only on price.

C  Is averse to spending time and money.

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

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

B  Customers’ perceptions of products

C  The opinions of the marketing managers.

D  The actual objective characteristics of products.

A  Generic market

B  Clustering approach

C  CRM database

D  Aggregating approach

A  None of these

B  Random Clustering

C  AIC analysis

D  Positioning

E  Dynamic behavioral segmentation.

A  Sex

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

C  Education

D  Age

E  Occupation

A  Income

B  Region of the world or country

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  All of these alternatives are true.

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

A  assorting

B  “breaking apart” or disaggregatingg

C  mechanical, nonjudgmental

D  “clustering” or aggregating

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  Qualifying market

B  Determining market

C  Generic market

D  Product-market

A  Champagne

B  A greeting card

C  Long-stem roses

D  A tomato

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  Include local citizens in the evaluation process.

B  Save money by cutting research into foreign markets.

C  Do not “think locally.”

D  Use machine translators.

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

A  Political and legal environment

B  Technological environment

C  Competitive environment

D  Cultural and social environment

E  Economic environment

A  Geographic area

B  Customer needs

C  Product types

D  Marketing mix

E  Customer types

A  Combiners usually have more sales potential than segmenters.

B  None of these are correct.

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

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

A  Eliminate price differences among different competing suppliers.

B  Establish the Calif. State University Protection Agency.

C  Restrict importing into the United States.

D  Prevent fraud on the Internet.

E  Prevent monopolies or consperacies in restraint of trade.

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

B  Competition-free environments are rare.

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

A  Competitor matrix

B  Sustainable competitive advantage

C  Competitor analysis plan

D  Objective-centered approach

E  Resource combination

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

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

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

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

A  Focus on returning some profit to the business.

B  All of these are correct.

C  Be specific

D  Be realistic and achievable.

E  Be compatible with one another.

A  To help firms decide what opportunities to pursue.

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

C  To help firms decide what opportunities to avoid.

D  To provide detailed goals and plans.

E  To keep managers working towards a common purpose.

A  Legal environment

B  Company environment

C  Cultural and social environment

D  Technological environment

E  Economic environment

A  Market penetration

B  Market development

C  Product development

D  Diversification

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

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

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

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

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

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

B  A target market and a generic marketing mix

C  Similar to a marketing sales promotion

D  Similar to a public relations strategy

E  A plan focused on the necessary operational decisions

A  Distribution

B  Market penetration

C  Product development

D  Sales Promotion

E  Publicity

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

B  All of these are included in Advertising

C  Direct communication between sellers and potential customers.

D  The main form of publicity

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

A  Sales Promotion

B  Publicity

C  Personal selling

D  All of these may be included in Promotion

E  Advertising

A  Promotion

B  Place

C  Price

D  Product

E  Personnel

A  A haircut

B  Tax advice from a financial consultant

C  A computer

D  All of these are considered products

E  A chair

A  Product, Place, Promotion, and Price

B  Product, Price, Promotion, and Profit

C  Potential customers, Product, Price, and Personal Selling

D  Promotion, Production, Price, People

E  Production, Personnel, Price, and Physical Distribution

A  is limited to small market segments

B  ignores markets that are large and spread out

C  focuses on fairly homogeneous market segments

D  assumes that all customers are basically the same

A  Marketing requirements

B  Marketing mix

C  Target market

D  4Ps

E  Channel of distribution

A  A target market

B  The resources needed to implement a marketing quant.

C  A target market and a related marketing mix

D  A marketing mix

A  Marketing programming

B  Management by objective

C  Inventory planning

D  Strategic (management) planning

E  Marketing upfront planning

A  All of these.

B  Planning marketing activities.

C  Implementing marketing plans.

D  Controlling marketing plans.

A  Customer satisfaction, total company effort, profit.

B  Resource efficiency, sales growth, profit maximization.

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

D  Customer satisfaction, resource efficiency, sales unit maximization.

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

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

B  Whether the whole company is customer-oriented.

C  There is no difference.

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

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

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

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

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

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

E  Subsistence, production, sales, entrepreneurial, marketing company

A  Marketing Department

B  Simple Trade

C  Marketing Company

D  Production

A  The number of producers

B  Discrepancies of quantity

C  Prices

D  Inventories

E  Cost of labor and materials

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

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

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

D  Prices usually fluctuate according to supply and demand.

A  Marketing research firms

B  Overnight delivery firms

C  Advertising agencies

D  Product-testing labs

E  All of these are collaborators

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  Social quant. analysis

B  Standardization and grading

C  Macro-Marketing

D  The transporting function

E  Micro-Marketing

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

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

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

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

E  Marketing begins with anticipating potential customer needs.