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1. The most formal definition of marketing is ________.
a. meeting needs profitably
b. identifying and meeting human and social needs
c. the 4Ps (Product, Price, Place, Promotion)
d. an organizational function and a set of processes for
creating, communicating, and delivering, value to customers, and
for managing customer relationships in ways that benefit the
organization and its stake holders.
e. improving the quality of life for consumers
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2. Marketers often use the term ________ to cover various
groupings of customers.
a. people
b. buying power
c. demographic segment
d. social class position
e. market
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3. The ________ is practiced most aggressively with unsought
goods, goods that buyers normally do not think of buying, such as
insurance, encyclopedias, and funeral plots.
a. marketing concept
b. selling concept
c. production concept
d. product concept
e. holistic marketing concept
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4. ________ can be seen as the development, design, and
implementation of marketing programs, processes, and activities
that recognizes the breadth and interdependencies of their
effects.
a. Niche marketing b. Holistic marketing c. Relationship
marketing d. Supply-chain marketing e. Demand-centered
marketing
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5. The four Ps represent the sellers view of the marketing tools
available for influencing buyers. From a buyers point of view, each
marketing tool is designed to deliver a customer benefit. Robert
Lauterborn suggested that the sellers four Ps correspond to the
customers four Cs. The four Cs are ________.
a. customer focus, cost, convenience, and communication b.
customer solution, customer cost, convenience, and
communication c. convenience, control, competition, and cost d.
competition, cost, convenience, and communication e. category
control, cost, concept development, and
competition
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6. For each target market, the firm develops a ________. The
offering is positioned in the minds of the target buyers as
delivering some central benefit(s).
a. value offering
b. niche offering
c. market offering
d. segment offering
e. social offering
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7. ________ reflects the perceived tangible and intangible
benefits and costs to customers.
a. Loyalty
b. Satisfaction
c. Value
d. Expectations
e. Comparison shopping
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8. When a customer has a(n) ________ need, the customer might
expect something like admiration from friends because he or she has
purchased something that might indicate a certain market savvy.
a. real b. unstated c. delight d. secret e. stated
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9. A company can take several steps to improve the quality of
its marketing intelligence. If the company purchases competitive
products for study, attends open houses and trade shows, and reads
competitors published reports and stockholder information, the
company is using ________ to improve the quality of its marketing
intelligence.
a. sales-force surrogates b. intermediaries c. external networks
d. advisory panels e. customer feedback systems
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10.________ shapes the beliefs, values, and norms that largely
define tastes and preferences.
a. Marketing
b. The mass media
c. Government
d. Production innovation and engineering
e. Society
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11.The ________ environment consists of laws, government
agencies, and pressure groups that influence and limit various
organizations and individuals.
a. Natural
b. Technological
c. social-cultural
d. economic
o. political-legal
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12.As the manager of an organization that is attempting to build
a MIS, you have been informed that a MIS is built upon three
fundamental information sources. The sources are ________,
marketing intelligence activities, and marketing research.
a. external records and documents b. databases found on the
Internet c. consultant reports d. internal company records e.
secondary data from government sources such as
the Better Business Bureau
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13. The marketing manager needs to know the cost of the research
project before approving it. During which of the following stages
of the marketing research process would such a consideration most
likely take place?
a) Step 1defining the problem.
b) Step 1creating decision alternatives.
c) Step 1drafting the research objectives.
d) Step 2develop the research plan.
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14. Primary data can be collected in several ways. Which of the
following primary data collection methods would be exemplified by
constructing see-through mirrors in a retail store whereby
consumers actions could be recorded?
a.Focus groups b.Surveys c.Observation d.Behavioral data e.
Experiments
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15. Some marketers prefer more ________ methods for gauging
consumer opinion because consumer actions do not always match their
answers to survey questions.
quantitative
qualitative
psychographic
covert
subliminal
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16. With respect to the sampling plan, three decisions must be
made. The decisions are: the sampling unitwho is to be surveyed?
Sample sizehow many people should be surveyed? And ________.
a. sample costhow much does sampling cost b. surveyor skillwho
will do the surveying c. sample securityhow to protect the sample
data d. sampling procedurehow should the respondents
be chosen e. sample supervisorwho will lead the sampling
effort
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17.If a marketing researcher selects the most accessible
population members, he or she would have selected the ________
sampling method.
simple random
stratified random
cluster judgment
convenience
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18. The ________ phase of marketing research is generally the
most expensive and the most prone to error.
a.research objectives
b.research planning
c. consultant reports
d. interview design
e. data collection
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19. In an example discussed in your text, Johnson &
Johnson's recall of their Tylenol product following the discovery
that several bottles of Tylenol had been laced with cyanide is
consistent with which business philosophy?
The marketing concept.
The product concept.
The selling concept.
The societal marketing concept.
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20.Anything that can be offered to a market for attention,
acquisition, use, or consumption that might satisfy a want or need
is called a(n):
idea.
demand.
product.
service.
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21. A marketing research firm intends to ask consumers a
question that reads Do you intend to buy a automobile within the
next six months? Consumers could respond in several ways including
no chance, slight possibility, fair possibility, good possibility,
high possibility, and certain. Which of the following terms most
accurately categorizes the type of scale that the marketing
researcher will want to use in the research effort?
Buying ratio scale Behavioral scale Attitude scale Purchase
probability scale Market-test scale
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22. A persons ________ consist(s) of all the groups that have a
direct (face-to-face) or indirect influence on his/her attitudes or
behavior.
a. culture
b. subculture
c. psychographics
d. reference groups
e. demographics
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23.Husbands and wives display different decision-making roles in
most families. Nowadays the trend for dominant decision making in
families is for ________ to be responsible for most of the
decisions.
a. the husband b. the wife c. joint decision making (both
husband and
wife) d. holistic decision making child oriented
decision making
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24. Consumption may be shaped by ________ (such as marriage,
childbirth, or divorce). a. the psychological life cycle
b. the product life cycle
c. the life/death life cycle
d. post-puberty cycles
e. critical life events or transitions
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25. ________ is a set of distinguishing human psychological
traits that lead to relatively consistent and enduring responses to
environmental stimuli
a. Image
b. Personality
c. Beliefs
d. Heredity
e. Culture
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26.A ________ when it is aroused to a sufficient level of
intensity
a. need becomes a motive
b. motive becomes a need
c. desire becomes a reality
d. unfulfilled demand becomes a crisis
e. personal demand exceeds the ability to rationally reject
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27. ________ is the tendency to interpret information in a way
that will fit our preconceptions.
a. Selective retention
b. Cognitive dissonance
c. Selective distortion
d. Subliminal perception
e. Discrimination
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28. A ________ is a strong internal stimulus impelling
action
a. Cue
b. drive
c. reinforcement
d. discrimination
e. belief
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29. The buying process starts when the buyer recognizes a
_________.
a. product
b. an advertisement for the product
c. a salesperson from a previous visit d. problem or need
e. an internal cue
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30. With respect to consumer decision making, the ________ is
the set of strong contenders from which one will be chosen as a
supplier of a good or service.
a. total set
b. awareness set
c. consideration set
d. choice set
e. decision set
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31. Sanjay writes a weekly column in his schools newspaper about
movies he has seen, books he has read, and concerts he has
attended. His column provides information and opinions. Feedback
from his fellow students is positive and appreciative of the advice
that is given. Which of the following would be the most apt
description of the role played by Sanjay?
a. Silent majority b. Protestor c. Protector d. Innovator e.
Opinion leader
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32.The ________ consists of all the organizations that acquire
goods and services used in the production of other products or
services that are sold, rented, or supplied to others.
a. business market
b. consumer market
c. e-commerce market
d. global market
e. supplier market
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33.In the purchasing decision process, the ________ are those
who request that something be purchased. They may be users or
others in the organization.
a. users
b. initiators
c. influencers
d. deciders
e. approvers
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34.In the purchasing decision process, the ________ are those
who have the power to prevent sellers or information from reaching
members of the buying center. a. gatekeepers
b. buyers
c. initiators
d. approvers
e. deciders
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35.Customers evaluation of the difference between all the
benefits and all the costs of a marketing offer relative to those
of competing offers refers to which of the following options?
a. Customer perceived value b. Marketing myopia
c. Customer relationship management d. Customer satisfaction
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36.A person on the University Book Shop's survey asks
respondents to tell the shop, in their own words, what they like
least about textbook shopping. What is a type of this question?
a. An open-ended
b. A dichotomous
c. A multiple choice
d. A scale
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37.The factors such as the buyers age, life-cycle stage,
occupation, economic situation, lifestyle, personality and
self-concept that influences buyers decisions refers to which one
of the following characteristic? a. Personal characteristics b.
Psychological characteristics c. Behavioral characteristics d.
Demographical characteristics
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38.In a Michael Porter Model, which one of the following options
is a major tool in the identification of ways to create value in an
organization?
a. Chain model
b. The BCG model
c. Five forces model
d. Value chain model
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39.Relationship marketing is a consistent application of up to
date knowledge of individual customers to product and service
design. Why it is communicated interactively to customers?
a. For delivering short term value & satisfaction to
customers
b. For delivering long term value & satisfaction to
customers
c. For delivering short term value to management d. For
delivering long term value to
management
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40.The buying process starts from which one of the following
stage in which the buyer recognizes a problem or need?
a. Need recognition
b. Information search
c. Evaluation of alternative
d. Purchase decision
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41.________ consists of people, equipment, and procedures to
gather, sort, analyze, evaluate, and distribute needed, timely, and
accurate information to marketing decision makers
a. A marketing information system
b. A marketing research system
c. A marketing intelligence system
d. A promotional campaign
e. A marketing database
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42.A ________ is a direction or sequence of events that has some
momentum and durability; the shape of the future is revealed and
many opportunities are provided
a. fad
b. fashion
c. Trend
d. megatrend
e. style
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43.The main demographic force that marketers monitor is(are)
________.
suppliers
Competitors
communication (such as advertising)
government reports dealing with birth rates
population
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44.According to some industry analysts and inventors, ________
will eventually eclipse the PC as our most important technological
device
iPod
HDTV
holographic television
the mobile phone
solar-powered car
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45.______________ is a person's distinguishing psychological
characteristics that lead to relatively consistent and lasting
responses to his or her own environment.
Psychographics
Personality
Demographics
Lifestyle