Test 1

A  Consumer experiment

B  Statistical package

C  Responder group

D  Consumer panel

E  Contributor group

A  Focus group research

B  Situation analysis reserach

C  Open-ended reserach

D  Quantitative research

A  Asks yes or no type questions

B  Provides more representative samples of consumers

C  Asks closed-ended 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  U.S. Census Bureau reports

D  A Google search

E  None of these is a good choice

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

B  Should be considered before primary data is collected.

C  All of these alternatives are correct.

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

A  Recycle data

B  Eisner data

C  Primary data

D  Secondary data

A  Data warehouse

B  Experiment

C  Situation analysis

D  Intranet

E  Hypothesis testing

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

B  Defining the problem, analyzing the situation, getting problem-specific data, interpreting the data, 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  Progressions

B  Data quants

C  Hypotheses

D  Marketing Z modeling

E  Situation analyses

A  Marketing status project

B  Marketing processing dept.

C  Marketing information system

D  Marketing model

E  Marketing logistics system

A  Marketing Research

B  Marketing structure

C  Marketing processing

D  Marketing planning

A  Assured outsourcing

B  Just-in-time delivery

C  Total quality shipping

D  Effective gatekeeping

A  Straight rebuy

B  New-task

C  Modified rebuy

D  Extensive problem-solving

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

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

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

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

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

B  Offers AEG certification.

C  Offers lowest price.

D  Offers widest assortment

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

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

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

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

A  Motivation

B  Personal environment

C  Culture

D  Learned set

E  Opinion set

A  An opinion leader

B  A source

C  A channel captain

D  A consumer advocate

A  Grandparents

B  Family

C  Reference group

D  CSUN instructor

A  Lifestyle analysis

B  Personality analytics

C  Opinion insight

D  Social group dynamics

A  Change existing negative attitudes.

B  Create new attitudes toward his or her brand.

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

D  Strengthen existing positive attitudes.

A  All of these alternatives are correct.

B  more action-oriented than beliefs

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

D  usually thought of as involving liking or disliking

E  reasonably enduring points of view about something

A  reinforcement, drive, cue, response

B  None of these alternatives is correct

C  Cue, response, drive, reinforcement

D  Drive, cue, response, reinforcement

A  Reinforced cognition

B  Selective organization

C  Selective calculation

D  Selective exposure

A  Selective perception

B  Selective learning

C  Selective exposure

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  The “economic-buyer” model of buyer behavior

D  All of these are equally good answers

A  Learning

B  Attitudes

C  Age

D  Motivation

E  Perception

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

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

D  Suggests that men and women behave differently as buyers.

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  Will not pay extra for convenience.

B  Makes buying decisions based only on price.

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

D  Is averse to spending time and money.

A  The actual objective characteristics of products.

B  Customers’ perceptions of products

C  The opinions of the marketing managers.

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

A  Clustering approach

B  Aggregating approach

C  CRM database

D  Generic market

A  Dynamic behavioral segmentation.

B  AIC analysis

C  None of these

D  Positioning

E  Random Clustering

A  Education

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

C  Age

D  Sex

E  Occupation

A  Education

B  Needs

C  Income

D  Region of the world or country

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  The threat of potential competitors suggests more aggregating.

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

A  mechanical, nonjudgmental

B  assorting

C  “clustering” or aggregating

D  “breaking apart” or disaggregatingg

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

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

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  Product-market

B  Qualifying market

C  Generic market

D  Determining market

A  Champagne

B  A greeting card

C  A tomato

D  Long-stem roses

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

B  Identifying as many market opportunities as can be imagined.

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

D  Creating products that managers like.

A  Do not “think locally.”

B  Include local citizens in the evaluation process.

C  Save money by cutting research into foreign markets.

D  Use machine translators.

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

A  Economic environment

B  Competitive environment

C  Cultural and social environment

D  Political and legal environment

E  Technological environment

A  Customer needs

B  Product types

C  Customer types

D  Geographic area

E  Marketing mix

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

B  None of these are correct.

C  Combiners usually have more sales potential than segmenters.

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

A  Prevent monopolies or consperacies in restraint of trade.

B  Restrict importing into the United States.

C  Establish the Calif. State University Protection Agency.

D  Prevent fraud on the Internet.

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  Competition-free environments are rare.

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

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 analysis plan

B  Competitor matrix

C  Objective-centered approach

D  Sustainable competitive advantage

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  Be specific

C  All of these are correct.

D  Be compatible with one another.

E  Be realistic and achievable.

A  To help firms decide what opportunities to avoid.

B  To keep managers working towards a common purpose.

C  To provide detailed goals and plans.

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

E  To help firms decide what opportunities to pursue.

A  Technological environment

B  Cultural and social environment

C  Economic environment

D  Legal environment

E  Company environment

A  Market development

B  Diversification

C  Product development

D  Market penetration

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

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

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

A  A target market and a generic marketing mix

B  Similar to a public relations strategy

C  Similar to a marketing sales promotion

D  A plan focused on the necessary operational decisions

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

A  Sales Promotion

B  Distribution

C  Market penetration

D  Product development

E  Publicity

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

B  Direct communication between sellers and potential customers.

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

D  The main form of publicity

E  All of these are included in Advertising

A  All of these may be included in Promotion

B  Sales Promotion

C  Personal selling

D  Publicity

E  Advertising

A  Promotion

B  Place

C  Price

D  Product

E  Personnel

A  A haircut

B  A chair

C  Tax advice from a financial consultant

D  A computer

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  Production, Personnel, Price, and Physical Distribution

E  Product, Place, Promotion, and Price

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 mix

B  4Ps

C  Target market

D  Channel of distribution

E  Marketing requirements

A  A marketing mix

B  A target market and a related marketing mix

C  A target market

D  The resources needed to implement a marketing quant.

A  Inventory planning

B  Strategic (management) planning

C  Management by objective

D  Marketing upfront planning

E  Marketing programming

A  Planning marketing activities.

B  All of these.

C  Implementing marketing plans.

D  Controlling marketing plans.

A  Customer satisfaction, total company effort, profit.

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

C  Customer satisfaction, resource efficiency, sales unit maximization.

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

E  Resource efficiency, sales growth, profit maximization.

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

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

C  Whether the whole company is customer-oriented.

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

E  There is no difference.

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

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

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

D  Subsistence, production, sales, entrepreneurial, marketing company

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

A  Marketing Company

B  Simple Trade

C  Production

D  Marketing Department

A  Cost of labor and materials

B  Discrepancies of quantity

C  The number of producers

D  Prices

E  Inventories

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

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

C  Prices usually fluctuate according to supply and demand.

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

A  Product-testing labs

B  Advertising agencies

C  Marketing research firms

D  Overnight delivery firms

E  All of these are collaborators

A  Intermediaries

B  Marketing managers

C  Consumer action groups

D  Government analysts

A  Separation of values

B  Spatial separation

C  All of these are correct.

D  Discrepancies of assortment

A  Micro-Marketing

B  Social quant. analysis

C  The transporting function

D  Macro-Marketing

E  Standardization and grading

A  Marketing begins with anticipating potential customer needs.

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

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.