Test 1

A  Consumer experiment

B  Contributor group

C  Consumer panel

D  Responder group

E  Statistical package

A  Quantitative research

B  Focus group research

C  Open-ended reserach

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

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

C  A Google search

D  None of these is a good choice

E  U.S. Census Bureau reports

A  All of these alternatives are correct.

B  Should be considered before primary data is collected.

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

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

A  Secondary data

B  Primary data

C  Recycle data

D  Eisner data

A  Experiment

B  Intranet

C  Data warehouse

D  Hypothesis testing

E  Situation analysis

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

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

A  Marketing Z modeling

B  Situation analyses

C  Data quants

D  Hypotheses

E  Progressions

A  Marketing processing dept.

B  Marketing logistics system

C  Marketing status project

D  Marketing information system

E  Marketing model

A  Marketing planning

B  Marketing structure

C  Marketing processing

D  Marketing Research

A  Assured outsourcing

B  Just-in-time delivery

C  Effective gatekeeping

D  Total quality shipping

A  New-task

B  Extensive problem-solving

C  Modified rebuy

D  Straight rebuy

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

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

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

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

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

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

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

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

A  Opinion set

B  Culture

C  Motivation

D  Personal environment

E  Learned set

A  A source

B  An opinion leader

C  A consumer advocate

D  A channel captain

A  Grandparents

B  CSUN instructor

C  Reference group

D  Family

A  Lifestyle analysis

B  Personality analytics

C  Opinion insight

D  Social group dynamics

A  Strengthen existing positive attitudes.

B  Change existing negative attitudes.

C  Create new attitudes toward his or her brand.

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

A  usually thought of as involving liking or disliking

B  more action-oriented than beliefs

C  reasonably enduring points of view about something

D  All of these alternatives are correct.

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

A  reinforcement, drive, cue, response

B  Cue, response, drive, reinforcement

C  None of these alternatives is correct

D  Drive, cue, response, reinforcement

A  Selective organization

B  Selective calculation

C  Reinforced cognition

D  Selective exposure

A  Selective exposure

B  Selective learning

C  Focal socialization

D  Selective perception

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  All of these are equally good answers

B  Satisfying a need

C  Satisfying a want

D  The “economic-buyer” model of buyer behavior

A  Perception

B  Attitudes

C  Motivation

D  Learning

E  Age

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  Income available before taxes.

C  Gross domestic product per capita.

D  Income available after taxes.

E  Income available after taxes and necessities.

A  Is averse to spending time and money.

B  Makes buying decisions based only on price.

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

D  Will not pay extra for convenience.

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

B  The actual objective characteristics of products.

C  Customers’ perceptions of products

D  The opinions of the marketing managers.

A  Generic market

B  Clustering approach

C  Aggregating approach

D  CRM database

A  Dynamic behavioral segmentation.

B  AIC analysis

C  None of these

D  Positioning

E  Random Clustering

A  Age

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

C  Education

D  Sex

E  Occupation

A  Education

B  Income

C  Region of the world or country

D  Needs

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

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

C  The threat of potential competitors suggests more aggregating.

D  All of these alternatives are true.

A  “clustering” or aggregating

B  mechanical, nonjudgmental

C  assorting

D  “breaking apart” or disaggregatingg

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

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

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

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

A  Determining market

B  Product-market

C  Qualifying market

D  Generic market

A  Champagne

B  A tomato

C  Long-stem roses

D  A greeting card

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

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

C  Identifying as many market opportunities as can be imagined.

D  Creating products that managers like.

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

B  Include local citizens in the evaluation process.

C  Use machine translators.

D  Save money by cutting research into foreign markets.

E  Do not “think locally.”

A  Competitive environment

B  Technological environment

C  Cultural and social environment

D  Economic environment

E  Political and legal environment

A  Customer types

B  Geographic area

C  Customer needs

D  Marketing mix

E  Product types

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

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

C  None of these are correct.

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  Restrict importing into the United States.

D  Eliminate price differences among different competing suppliers.

E  Establish the Calif. State University Protection Agency.

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  Marketing managers should choose strategies that avoid head-on competition

D  Over the long run, most product-markets tend toward monopolistic 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  Objective-centered approach

D  Resource combination

E  Competitor analysis plan

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 compatible with one another.

B  All of these are correct.

C  Focus on returning some profit to the business.

D  Be specific

E  Be realistic and achievable.

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 pursue.

D  To keep managers working towards a common purpose.

E  To help firms decide what opportunities to avoid.

A  Economic environment

B  Company environment

C  Technological environment

D  Cultural and social environment

E  Legal environment

A  Product development

B  Diversification

C  Market development

D  Market penetration

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

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

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  Market penetration

D  Sales Promotion

E  Distribution

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  Direct communication between sellers and potential customers.

D  All of these are included in Advertising

E  The main form of publicity

A  Advertising

B  Sales Promotion

C  Publicity

D  All of these may be included in Promotion

E  Personal selling

A  Personnel

B  Price

C  Promotion

D  Place

E  Product

A  A computer

B  Tax advice from a financial consultant

C  A chair

D  All of these are considered products

E  A haircut

A  Promotion, Production, Price, People

B  Potential customers, Product, Price, and Personal Selling

C  Product, Place, Promotion, and Price

D  Production, Personnel, Price, and Physical Distribution

E  Product, Price, Promotion, and Profit

A  assumes that all customers are basically the same

B  ignores markets that are large and spread out

C  is limited to small market segments

D  focuses on fairly homogeneous market segments

A  Channel of distribution

B  Marketing mix

C  Marketing requirements

D  Target market

E  4Ps

A  The resources needed to implement a marketing quant.

B  A marketing mix

C  A target market

D  A target market and a related marketing mix

A  Management by objective

B  Marketing upfront planning

C  Strategic (management) planning

D  Inventory planning

E  Marketing programming

A  Implementing marketing plans.

B  Planning marketing activities.

C  All of these.

D  Controlling marketing plans.

A  Resource efficiency, sales growth, profit maximization.

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

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

D  Customer satisfaction, resource efficiency, sales unit maximization.

E  Customer satisfaction, total company effort, profit.

A  There is no difference.

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

C  Whether the whole company is customer-oriented.

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

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

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

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

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

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

E  Subsistence, production, sales, entrepreneurial, marketing company

A  Simple Trade

B  Production

C  Marketing Department

D  Marketing Company

A  Inventories

B  Discrepancies of quantity

C  The number of producers

D  Cost of labor and materials

E  Prices

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

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

C  Prices usually fluctuate according to supply and demand.

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

A  Marketing research firms

B  Overnight delivery firms

C  All of these are collaborators

D  Product-testing labs

E  Advertising agencies

A  Government analysts

B  Marketing managers

C  Consumer action groups

D  Intermediaries

A  All of these are correct.

B  Spatial separation

C  Discrepancies of assortment

D  Separation of values

A  Macro-Marketing

B  Micro-Marketing

C  Standardization and grading

D  The transporting function

E  Social quant. analysis

A  Marketing begins with anticipating potential customer needs.

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

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

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.