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1. The Southwind Camper Company's goal is to sell 10,000 camper trailers each year. What canone conclude from this objective?A. The company has a customer orientationB. The company does not adhere to the marketing conceptC. The company is determined to satisfy customer needsD. The company wants to use a customer focused strategy2. The process of planning and executing conceptions, pricing, promotion and distribution of ideas,goods and services to create exchange that satisfy individual and organizational goals is thedefinition ofA. MarketingB. ManagementC. Strategic planningD. Accounting3. Identify the marketing type which is designed to attract donors, members, participants orvolunteers?A. ProductB. OrganizationC. PlaceD. Cause4. In large organizations, the marketing plans of individual departments are guided byA. Plans rolled out by the production unitB. Sales strategies of the marketing departmentC. Planning activities of the organizational unitsD. Strategic plans or blueprints for the entire organization5. Which type of marketing would involve strategies to elect a political candidate?A. ProductB. ServiceC. PersonD. Place6. The organization's mission, objectives, strategies and its portfolio plan are the four majorcomponents of itsA. Strategic planB. Mission statementC. Sales strategyD. Marketing plan7. _____ includes all the activities that lead to the development of a clear organizational mission,organizational objectives and appropriate strategies to achieve those objectives.A. Strategic planningB. Organization's growthC. Financial planningD. Investment decisions8. The organization's environment provides the _____ that sustains the organization, whether it isa business, a college or university, or a government agency.A. ProductsB. CompetitionC. ResourcesD. Structure9. The organization's environment provides the resources that sustain the organization. Inexchange for these resources, the organization must supply the environment withA. Services without any additional costB. Highly priced but quality goodsC. Quality goods at an acceptable priceD. Community service at all timesStudy Guide QuestionsPage 1 of 2210. Twenty years ago Bob and Aileen Long started the Vidalia Onion Store for the purpose ofsharing the taste of sweet Vidalia onions with the world. In recent years, the couple hasadded other Georgia products, such as peanuts, peaches and pecans to its inventory, withoutchanging the business's name or its mission. The store can now be described as aA. Drifting organizationB. Customer oriented organizationC. Competitive organizationD. Changing organization11. The Steakhouse is a restaurant selling steaks. Its mission statement was to provide itscustomers with the world's best steaks. Changes in consumer tastes resulted in fewercustomers for the steakhouse. The company had to venture into new and different markets tomaintain profitability. These new conditions and a redundant mission statement would make thesteakhouse a(n)A. Process related organizationB. Organization without any strategyC. Drifting organizationD. Functional organization12. Organizations expand into new products, new markets and even new industries. In thisprocess, the organization's original purpose may become irrelevant. In these circumstances theorganization can be best described as aA. Drifting organizationB. Functional organizationC. Horizontal organizationD. Cooperative organization13. The mission statement, or purpose, of an organization is the description of its reason forA. RevenuesB. ProfitabilityC. ExistenceD. Growth14. Which of the following is not stated as being a basic question an organization must answerwhen examining and restating its mission?A. What is our business?B. Who is the customer?C. What do customers value?D. What is our sales strategy?15. The core things that an organization does well are known as itsA. Distinctive valuesB. Distinctive competenciesC. Distinctive idealsD. Distinctive technologies16. Which of the following statements about a mission statement is true?A.Even though no one denies the importance of the mission statement, it is the least used of allof the management toolsB. An effective mission statement takes an internal organizational focusC.It should be focused on the physical product or service that the organization is offering atpresentD. It should be focused on the broad class of needs that the organization is seeking to satisfy17. When the mission statement of an organization is focused on markets rather than products, itmeans that the mission statementA. Has an external rather than an internal focusB. Needs to divert towards the internal problemsC. Needs to change its focus to servicesD. Is focusing on the narrow class of needs18. What is most likely wrong with the following mission statement for a store that sells lightingfixtures: "Our mission is to make sure every customer who buys a lighting fixture at our store is100 percent satisfied with his or her purchase?"A. The mission statement is not specificB. The mission statement is not well framedC. The mission statement cannot fulfill the organizational productivityD. The mission is not achievable or realisticStudy Guide QuestionsPage 2 of 2219. If formulated properly, all of the following are stated end results of an effective organizationalobjective, exceptA. They can be converted into mission and vision statementsB.They will provide direction and serve as a starting point for more specific and detailedobjectives at lower levels in the organizationC. They can establish long-run priorities for the organizationD.They can facilitate management control because they serve as standards against whichoverall organizational performance can be evaluated20. When an organization has formulated its mission and developed its objectives, the nextmanagerial task is to developA. Job descriptionsB. Organizational strategiesC. Mission and vision statementsD. Cross-functional teams21. At the supermarket, Lisa noticed that her favorite stain remover now comes in spray bottles,2 sizes of aerosol cans and a refill bottle. Given this information and the fact that the stainremover has reduced its shelf price by 5 percent, you could say the manufacturer of the stainremover has implemented a _____ strategy.A. Market differentiationB. Product developmentC. DiversificationD. Market penetration22. As part of its 1998 summer ad campaign, NBC ran ads that previewed reruns of popular TVprograms and used the slogan, "New to You" to get people who had missed the shows duringthe previous season to watch. This slogan is most closely related to which of the organizationalgrowth strategies?A. Product developmentB. Market developmentC. Market diversificationD. Market penetration23. When weekend gardeners think of mulch to put around their plants and keep away the weeds,they tend to think in terms of pine bark, wood chips, or pine straw. Slatescape has developedmulch made out of crushed slate rock. The company first targeted landscape businesses andwas successful in marketing to businesses and to government agencies. In order to expandits business, the company must now educate consumers about the product. Slatescape will beimplementing aA. Market penetration strategyB. Market differentiation strategyC. Diversification strategyD. Market development strategy24. Product development strategyA. Involves seeking new products for customers not currently being servedB. Offers product-line extensions of existing products to present customersC. Is merely getting the product to a new marketD. Deals with developing a production plan for a product25. The Mattel Corporation targets children from the age of 3 and up. Fisher-Price makes toysfor babies and toddlers. The Mattel Corporation recently purchased Fisher-Price for $1.1billion. This acquisition gives Mattel a new product line aimed at the younger siblings of itscurrent target market. By targeting the under-three group with age-appropriate toys, Mattel hasimplemented a _____ strategy.A. DiversificationB. Product differentiationC. Porter's modelD. Market penetration26. Which of the following pertains to strategic business units?A. They share the organizational mission statementB. They have centralized management, no competitors and little autonomyC.They are a number of organizations which have come together to achieve some commongoalD. They can be planned independently of the other businesses of the total organizationStudy Guide QuestionsPage 3 of 2227. Monsanto is an enterprise that is composed of three parts. Its biotech section, (researchingto develop crops that are pest and disease-resistant) provides about half of its sales.Pharmaceuticals from its G.D. Searle subsidiary contribute a third of its revenues; and foodproducts, dominated by the artificial sweetener NutraSweet, make up less than 20 per cent of itstotal revenue. Monsanto's three strategic business units would generallyA. Have no external competitorsB. Share the same mission as MonsantoC. Use centralized planning and not operate independentlyD. Have their own distinct missions28. Since September 11, 2001, the number of people attending church and looking to religion toprovide solace has increased. As a result, Bible publishers have developed the Starting PointStudy Bible that explains what they are reading and includes a dictionary of biblical terms.Identify the type of environment which caused this change.A. SocialB. CompetitiveC. CooperativeD. Economic29. The removal of tariffs on the importation of Canadian lumber will adversely affect the U.S.lumber industry because Canada is able to produce lumber much more inexpensively than theU.S. This tariff removal is an example of how the _____ environment can affect businesses.A. CooperativeB. ComparativeC. SocialD. Legal30. Which of the following is not an interrelated task in the process of marketing planning?A. Developing the productB. Developing the marketing mixC. Establishing marketing objectivesD. Selecting the target market31. All of the following are true with respect to establishing marketing objectives except theyA. Are derived from organizational objectivesB. Are stated as standards of performanceC. Provide the framework for the marketing planD. Are a set of controllable variables used for the target market32. Establishing objectives, selecting the target market and developing the marketing mix are threeinterrelated tasks pertaining toA. The selling conceptB. Market planningC. Organizational missionD. Performance objectives33. Identify the factor that is not stated as being generally useful for ranking the present andpotential target markets.A. Profitability of the target marketsB. Present and future sales volume of the target marketsC.Match between what it takes to appeal successfully to the segment and the organization'scapabilitiesD. Dependence on industrial buyers and market segmentation34. Performing marketing tasks according to a predefined schedule is a part ofA. Establishing the marketing planB. Developing the marketing planC. Implementing the marketing planD. Controlling the marketing plan35. Which of the following is not a functional area plan derived from the strategic plan?A. Production planB. Finance planC. Operations planD. Technology planStudy Guide QuestionsPage 4 of 2236. Portfolio modelsA. Provide a long-term time perspective for analyzing the organization's external environmentB. Examine the competitive position of an organization's principal rivalsC.Classify SBUs to determine the future cash contribution that can be expected from each ofthemD.Are not effective in situations where management must make resource allocation decisionsacross product lines37. According to the BCG matrix, _____ are often market leaders, but the market they are in is notgrowing rapidly.A. Cash cowsB. Question marksC. StarsD. Dogs38. In 1997, Monsanto sold its chemical products division because the division was showingslow growth in a market that was rapidly expanding. Monsanto used a _____ strategy withits chemical products division, which would be classified by the BCG Portfolio Model as a_____.A. Divest; question markB. Divest; dogC. Hold share; cash cowD. Harvest; cash cow39. Which of the following objectives seek to increase the products short-term cash flow withoutconcern for the long run impact?A. Hold shareB. HarvestC. DivestD. Build share40. Which of the following pertains to the objective "build share"?A. Sacrifices immediate earnings to improve market shareB. Increases the product's short-term cash flow without concern for the long-run impactC.Involves selling or divesting the SBU because better investment opportunities existelsewhereD. Seeks to preserve the SBU's market share41. The process by which information about the environment is generated, analyzed and interpretedfor use in marketing decision making is calledA. Marketing conceptB. Marketing researchC. Marketing strategyD. Product research42. Charles Walker wants to build a distribution center in Colorado. When you meet him for lunch,he shows you the marketing research that guarantees his new enterprise will be a success.What should you tell him to curb his unbridled optimism?A. Walker should execute research very carefully to make it error freeB. Walker needs to formulate a better plan for his organizationC.Walker should know that even the most carefully executed research can be fraught witherrorsD. Walker should be laying stress on strategic planning and not research43. Since marketing research does not make decisions, why should an organization bother with it atall?A. To make strategies error freeB. To reduces the risks associated with managing marketing strategiesC. To equalize the risk of profit and loss and get maximum returns on investmentD. To eliminate consumer concerns44. The first step in the research process is to determineA. Information about the changing elements of the marketB. The marketing strategyC. The research and development and production systemsD. Explicitly why research is needed and what it is to accomplishStudy Guide QuestionsPage 5 of 2245. Which of the following best describes primary data?A. Data collected specifically for the research problem under investigationB.Data that has previously been collected for other purposes but can be used for the problemat handC. Data collected through business and industry publicationsD. Data collected through government reports such as Statistical Abstracts of the United States46. Belinda Nunez wants to open a gallery in which she will feature young Hispanic artists. She wasunsure if the new business would succeed until she read in the local newspaper that 55 percentof the community in which she will be operating the gallery is Hispanic. What type of research(data) has she used to aid her in decision making?A. Primary dataB. Secondary dataC. Qualitative researchD. Observational research47. What is the advantage of secondary data over primary data?A. It is always available for strategy-specific research questionsB. There are limited sources for secondary data making it easier to useC. It is less expensiveD. It is very systematic48. All of the following are different types of quantitative research, exceptA. ObservationsB. SurveysC. ExperimentsD. Focus groups49. Which of the following involves the collection of data by means of a questionnaire either by mail,phone or in person?A. Experimental researchB. Long interviewsC. Survey researchD. Observational research50. Reading of Toledo, Inc. makes a streaked griddle that produces char-broiled looking meatwithout the grease flare-ups, smoke or wasted energy. Sales have been down recently for itsstreaked griddle. Its marketing manager wonders if consumer health concerns about grilledmeat causing cancer are responsible for the decrease in sales. The manager wants to conductmarketing research to see if the firm needs to modify the product or advertise more. He sendsout a questionnaire by mail to gather relevant information. What type of research is he using?A. Observational researchB. Experimental researchC. Survey researchD. Mathematical research51. Quaker Oats has introduced a line of breakfast cereal packaged in bags. These are typicallyfound on the bottom shelf of the cereal display as they don't stack or display as well as boxes.The bags are more economical and produce less waste. Quaker Oats attempts to judgewhether they are a part of the buyers' consideration set by watching people buy cereal. Identifythe type of quantitative research Quaker Oats is using?A. ObservationalB. ModelingC. ExperimentalD. Survey52. ______ involve(s) discussions among a small number of individuals led by an interviewer; andare (is) designed to generate insights and ideas.A. Observational researchB. Long interviewsC. Focus groupsD. Market segments53. Which of the following is not a type of quantitative research?A. Mathematical modelingB. Long interviewsC. ExperimentsD. SurveysStudy Guide QuestionsPage 6 of 2254. Company T manufactures and markets computer games. Their latest addition is a gamecalled "Thunderbolt". This game is targeted at the age group 13-16. The company recruited avolunteer group of kids in this target market and made them play the game. After the gamingsession, the company executives conducted intense discussions with this group and gaugedtheir feedback. What kind of research is undertaken by Company T?A. Qualitative researchB. Observational researchC. Survey researchD. Experimental research55. _____ research typically involves face-to-face interviews with respondents and is designed todevelop a better understanding of what they think and feel concerning a research topic.A. ExperimentalB. QuantitativeC. Mathematical modelingD. Qualitative56. What type of research would you expect a consumer products company to use if it wantedto study household buying habits (specifically aisle and shelf location for its products) usingsecondary data sets each containing 500,000 items?A. Short interviewsB. Mathematical modelingC. Experimental ResearchD. Long interviews57. The price of a product in one test store was changed while it was left the same in other stores.Comparing sales in the test store to those in other stores provided evidence about the impact ofprice change in the overall market. The type of research used here isA. ExperimentalB. Mathematical modelingC. ObservationalD. Surveys58. Mathematical modeling is useful for marketing research because it providesA.Exact answers about how the market will behave and guidelines for implementing themarketing mixB. An efficient way to study problems with extremely large secondary data setsC. A simple way to quantify dataD. A way to convert data into graphs59. A disadvantage of mall intercepts is thatA. Sample composition or representativeness is suspectB. Collection of data takes a very long timeC. Response rates are very lowD. No flexibility in collecting data, answering questions, probing respondents60. One of the disadvantages of internet surveys is thatA. They are very expensiveB. Responses must be checked for duplication, bogus responsesC. Visual stimuli cannot be evaluatedD. Real-time data processing is not possible61. Which of the following is a disadvantage of personal (in-depth) interviews?A. Limited depth of responseB. Easy to transmit biasing cuesC. Unable to assess opinions of attitudes causing behaviorsD. Requires expert moderators62. Which of the following does not pertain to internet surveys?A. Responses must be checked for duplication, bogus responsesB. Difficulty in generating sample frames for probability samplingC. Limited ability to qualify respondents and confirm responsesD. Cost per contact is high63. Which of the following does not pertain to mall intercepts?A. Flexibility in collecting data, answering questions, probing respondentsB. Data collected quicklyC. Excellent for concept tests, copy evaluations, other visualsD. Unlimited timeStudy Guide QuestionsPage 7 of 2264. Identify the marketing research method in which the survey can be answered at theconvenience of the respondent and where visual stimuli can be evaluated.A. Telephone surveysB. Internet surveyC. Mail surveyD. Mall intercepts65. One advantage of internet surveys isA. That the responses are accurateB. That the responses need not be checked for duplicationC. The ability to qualify respondents and confirm responsesD. That real-time data processing is possible66. One disadvantage of the projective technique is thatA. It is highly threatening to respondents for sensitive topicsB. It is not useful in word association tests of new brand namesC. It is not possible to identify important motives underlying choicesD. It requires trained interviewers and the cost per interview is high67. The advantage of personal interviews is thatA. They do not involve the element of biasB. The cost per contact is quite low; hence they are highly cost effectiveC. They have no time constraintsD. They generate substantial number of ideas compared with group methods68. What kinds of people buy our products, where do they live and how much do they earn are_____ questions that marketing research can help answer.A. SegmentationB. Demand estimationC. Environmental assessmentD. Control assessment69. _____ is the process of extraction of hidden predictive information from large data bases.A. Data miningB. Marketing researchC. PlanningD. Mail surveys70. The appropriate analysis techniques for collected data depend on theA. Number of respondents and their abilitiesB. Nature of the research question and the design of the researchC. Manipulation of variablesD. Data mining tools available71. The major goal of most _____ is to measure new product sales on a limited basis wherecompetitive retaliation and other factors are allowed to operate freely.A. Mathematical modelingB. Test marketingC. Process researchesD. Data evaluation72. Which of the following is not a stated criterion for the evaluation of marketing research reports?A. Determining whether type of research is appropriate for the research questionsB. Determining if the limitations of the study are recognized and explained in detailC. Determining whether analysis conducted is according to standards accepted in the fieldD. Determining if the research report used technical jargon73. All of the following are instances where deception could be considered acceptable in research,except whereA. It is needed to obtain valid resultsB. There is minimal risk to respondentsC. Respondents are debriefed explaining the real purpose of the studyD. Unethical behavior could be concealed but rewarded74. All of the following are ethical responsibilities of marketing researchers to the respondents,exceptA. Preserving respondent anonymityB. Avoiding mental stress for respondentsC. Avoiding opportunities for unethical behaviorD. Avoiding the use of dangerous equipment or techniquesStudy Guide QuestionsPage 8 of 2275. Which of the following does not fall under the responsibility of the market researchers towardsrespondents?A. Preserving respondent anonymityB. Avoiding mental stressC. Avoiding detrimental questionsD. Overlooking unethical behavior76. Which of the following should an ethical marketing research firm avoid doing?A. Should price its work fairly with no hidden chargesB. Promote the correct usage of research and prevent the misuse of findingsC. Not reveal information about a client to its competitorsD. Should hastily identify companies as clients77. Test-market products advertised or promoted beyond a profitable level for the market ingeneralA. Are representative of the competitive retaliation in the marketB. Are capable of invalidating test marketing study resultsC. Are the result of an unethical work environmentD. Are examples of how manipulating one variable impacts other variables78. Marketing decision support systemA. Is a popular form of marketing information systemB. Is a group of technical staff aiding managerial decisionsC. Is a firewall that does not permit marketers to explore external databasesD. Are only designed to handle information from internal sources79. Marketing decision support systems are designed to handle information from both internal andexternal sources. Which of the following is an example of an internal source of data that couldbe used with a marketing decision support system?A. Company expenditure data on advertisingB. Industry expenditure data on sales promotionsC. Economic environmental changesD. Global information on competitors80. Which of the following best illustrates an external source of data that could be used with amarketing decision support system?A. Information on sales territories' allocated to the various salespeopleB. Company expenditures on personal sellingC. Average size of commissions paid to sales personnelD. Information on advances in the field of software technology81. _____ is one of the most basic influences on an individual's needs, wants and behavior, sinceall facets of life are carried out against the background of the society in which an individuallives.A. PoliticsB. CultureC. EducationD. Technology82. Cultural values are transmitted through all of the following basic organizations exceptA. FamilyB. Religious organizationsC. Educational institutionsD. Financial institutions83. _____ is based on such things as geographic areas, religions, nationalities, ethnic groups andage.A. HistoryB. Financial needC. SubcultureD. Value84. Marketing managers should adapt the marketing mix to _____ and constantly monitor valuechanges and differences in both domestic and global markets.A. Sales strategiesB. The selling conceptC. Cultural valuesD. Brand imageStudy Guide QuestionsPage 9 of 2285. The behavior of individual members is influenced by social classes which tend to haveA. A significant amount of homogeneityB. Different attitudinal configurations and valuesC. A dominance of people having high incomesD. Decreased influence of religious values86. _____ is the single best indicator of social class.A. Family sizeB. ReligionC. OccupationD. Possessions87. Increased earnings among the _____ have led to spending on more "worthwhile experiences"for children, including winter ski trips, college education and shopping for better brands ofclothes at more expensive stores.A. Upper AmericansB. American middle classC. Lower AmericansD. American working class88. The group of Americans referred to as "family folk," who depend heavily on relatives foreconomic and emotional support, are commonly referred to by marketers as theA. Lower American classB. Working classC. Middle classD. Upper American class89. An emphasis on _____ is one sign of how much more limited and different working-classhorizons are socially, psychologically and geographically compared to those of the middleclass.A. Prestige productsB. Emulating the Upper AmericansC. Buying what is popularD. Family ties90. Which of the following is an example of a social influence on consumer behavior?A.The fashion editor of Seventeen magazine writes that any teen who wants to beconsidered in' with the times must wear a shirt that shows her bellybuttonB. The manufacturer of a line of aromatherapy candles markets them at very exclusive storesC.Ernie decides to buy a new dress for Easter, but decides not to buy anything because thestore was overcrowdedD.Billie purchases a pair of Honey brand clogs instead of the Birkenstocks because theBirkenstocks were too expensive91. Primary reference groups includeA. College fraternity membersB. Office colleaguesC. Family and close friendsD. Sports groups92. When preparing Thanksgiving dinner, Marissa worried that her parents would disapprove ofher having used ready-to-serve pumpkin pies bought from the local grocery store, rather thanmaking her own. In terms of social influences on her behavior, Marissa was most concernedwithA. A primary reference groupB. A subculture influenceC. A secondary reference groupD. Family life cycle93. All of the following are marketing influences on consumer decision making exceptA. Product influencesB. Price influencesC. Promotion influencesD. Technical influences94. When consumers are seeking low-involvement products, _____ is important.A. Order processingB. Order bookingC. Ready availabilityD. Information about warrantyStudy Guide QuestionsPage 10 of 2295. These situational features are the most readily apparent features of a situation.A. Current conditionsB. Task featuresC. Physical featuresD. Social features96. What best describes those factors particular to a time and place of observation that have ademonstrable and systematic effect on current behavior?A. Social influencesB. Product knowledgeC. Product involvementD. Situational influences97. Darla considers herself to be an expert on gourmet cuisine and she has dined at many of thefinest restaurants in the United States. On a recent trip to New Orleans, she refused to eat at arestaurant that was purported to have some of the best Cajun food because it had oil cloth andplastic flowers on the tables. Which situational influence explains Darla's refusal to eat at thisrestaurant?A. Marketing mixB. Task featuresC. Current conditionsD. Physical features98. The difference in consumer behavior when purchasing a fire protection system for a warehousefull of steel furniture and when purchasing a fire protection system for a home, full ofirreplaceable antiques, can be attributed to which of the following situational influences?A. Social featuresB. Task featuresC. Current conditionsD. Physical features99. On Friday, Pierce went to an antique mall to hunt for a Victorian table. He left shortly after hearrived since he found the background music distasteful. On returning the next day, he foundthe music was much more to his liking. This time he stayed and purchased a Victorian table hefound there. Which situational influence on consumer behavior is described by Pierce's actions?A. Social featuresB. Task featuresC. Current conditionsD. Physical features100.Because Carter was tired, he decided to go to a restaurant and order a cool drink and a bigpiece of chocolate pie. Which situational influence most likely caused Carter's behavior?A. Task featuresB. Social featuresC. Current conditionsD. Physical features101.Since Nadia was bored with her living room furniture, she decided to buy a whole new set.Which situational influence on consumer behavior is described by Nadia's actions?A. TimeB. Task featuresC. Current conditionsD. Physical features102.Consumers are unlikely to engage in extensive search when they are seekingA. High-involvement productsB. Low-involvement productsC. Financial capitalD. Capital goods103.Identify the element which refers to a consumer's perception of the importance or personalrelevance of an item.A. Product knowledgeB. Promotion influencesC. Product involvementD. Product influencesStudy Guide QuestionsPage 11 of 22104.Jerri wanted to undertake some remodeling prior to moving in to her new home. She wasconvinced she must first replace the carpeting because the previous owners smoked. She didnot want to buy just any carpeting because she knew carpeting varied as per style and quality.Neither did she want to spend $3,000 for carpeting that had to be replaced in five years. ForJerri, the purchase of the carpeting most likely involved _____ decision making.A. SelectiveB. LimitedC. ExtensiveD. Routine105.Which of the following statements about product involvement is true?A. Product knowledge is unrelated to product involvementB.A consumer is just as likely to develop the same level of product involvement with a productrequiring routine decision making as with a product requiring extensive decision makingC.Product involvement does not affect how quickly a consumer moves through the purchasedecision-making processD. A consumer's level of product involvement will determine how quickly the purchase is made106.For which of the following purchases would a consumer most likely engage in extensivedecision making?A. Purchase of a pair of panty hose at a hotel gift shopB. Purchase of a cup of coffee from StarbucksC. Purchase of a case of cat foodD. Purchase of a new car107.For a high-involvement product purchase, consumers are likely to develop a high degree of_____ so that they can be confident that the item they purchase is just right for them.A. Brand loyaltyB. SatisfactionC. Product knowledgeD. References108.All of the following pertain to product knowledge except that itA. Refers to the amount of information a consumer has stored in memory about the productB. Refers to the initial level of knowledge which may affect purchase decisionC. Influences how quickly a consumer goes through the decision making processD. Refers to a consumer's perception of the importance or personal relevance of an item109.A consumer buying a new toothbrush would likely view this as a(n)A. Low-involvement purchaseB. High-involvement purchaseC. Extensive decision making processD. Limited decision making process110._____ constitutes moderate consumer behavior, but still involves time and effort searching forand comparing alternatives.A. Limited decision makingB. Informed decision makingC. Routine decision makingD. Extensive decision making111.When buying clothes, consumers may shop at several stores and compare a number ofdifferent brands and styles before purchasing an item. Identify the decision making typeinvolved.A. Extensive decision makingB. Limited decision makingC. Routine decision makingD. Selective decision making112._____ is the most common type of consumer decision process and the way consumerspurchase most packaged goods.A. Limited decision makingB. Extended decision makingC. Routine decision makingD. Alternative search113.everything one is capable of becoming.A. Physiological needsB. Self-actualization needsC. Esteem needsD. Belongingness and love needsStudy Guide QuestionsPage 12 of 22114.The headline for the Rockport shoes ad reads, "I'm comfortable being the greatest that everwas or will be. Be comfortable. Uncompromise. Start with your feet." The ad shows a picture ofMuhammad Ali, world famous boxer. In terms of Maslow's hierarchy, this ad was designed toappeal to the consumer'sA. Physiological needB. Need for esteemC. Safety needsD. Self-actualization needs115.An article in a local newspaper ranking the facilities of nursing homes in the immediate area onthe basis of cleanliness, staff-patient ratio, on-staff care providers and other key determinantswould be an example of a(n) _____ source of information.A. MarketingB. SocialC. ExperientialD. Public116.The perceived risk literature emphasizes that consumers generally try to _____ in their decisionmaking.A. Endure riskB. Tolerate riskC. Reduce riskD. Accept risk117.The intensity of postpurchase dissonance will be greatest whenA. The product is a specialty product with few alternative choicesB. The product has low functional risk and high psychosocial riskC. The product is a convenience product with numerous alternativesD. The product has a number of available alternatives with many desired features118.After buying a new Whirlpool washer-dryer combination, Allison was pleased when she got aphone call from a Whirlpool customer service representative who wanted to know if she washappy with her purchase and the installation service. What is the best explanation for thispractice?A. To reduce the possibility of postpurchase dissonanceB. As a part of its ongoing consumer researchC.To reduce the perceived psychosocial risks associated with the purchase decision of aprivate luxury itemD.To reduce the functional risks consumers perceive to be associated with the purchase ofexpensive household products119.Intensity of anxiety related to dissonance will be greater when which of the following conditionsexist?A. The decision is an important one psychosocially or financially or bothB.Groups that an individual looks to when forming attitudes and opinions have made the samepurchasing decisionC. The forgone alternatives did not have many favorable featuresD. The decision has been made deliberately and with plenty of feedback from friends and family120.One implication of the _____ approach for marketers is that care must be taken not to raiseprepurchase expectations to such a level that the product cannot possibly meet them.A. Disconfirmation paradigmB. Cognitive dissonanceC. Prepurchase decisionD. Routine decision making121.What is the full form of NAICS?A. National American Industrial Computer ServicesB. North American Industry Classification SystemC. North American Institutional Career ServicesD. North American Industrial Control Systems122.Marketing to producers and intermediaries is calledA. Business-to-business marketingB. Affiliate marketingC. Marketing channelD. Marketing managementStudy Guide QuestionsPage 13 of 22123.Which of the following constitute the largest group of organizational buyers?A. IntermediariesB. Government agenciesC. ProducersD. Other institutions124.All of the following influence the organizational buying process exceptA. Purchase-type influencesB. Structural influencesC. Political influencesD. Behavioral influences125.Intermediaries or resellers purchase products toA. Resell at a profitB. Modify and sell it at a better rateC. Increase the value of productsD. Help the companies advertise their products126.Identify the type of purchase which routinely involves reordering from the same supplier aproduct that has been purchased in the past.A. Modified purchaseB. New task purchaseC. Modified rebuyD. Straight rebuy127.Which type of purchasing do organizations use when they are experienced at buying theproduct, have an ongoing need for it and have regular suppliers of it?A. Straight rebuyB. Modified purchaseC. New task purchaseD. Modified rebuy128.What kind of purchase decision would most likely require joint decision making because manykinds of expertise are required to make the best decision?A. Straight rebuyB. Modified rebuyC. New task rebuyD. Straight task buy129.Which of the following examples would most likely use straight rebuy?A. A company looking to buy suitable premises for its new branch officeB. A physicians' office planning to buy a $35,000 endoscopeC. A manufacturer lawn mowers ordering spare parts regularly from the same supplierD.A cold storage warehouse planning to buy a $100,000 generator to keep its 200,000 squarefeet of storage area cold in the event of an electric outage130._____ involves extensive search for information and a formal decision process.A. Modified rebuyB. Straight rebuyC. New task purchaseD. Initiator purchase131.In which of the following scenarios is new task purchase most likely to be used?A. For the purchase of a pair of shoesB. For the purchase of household furnitureC. For the purchase of a mattressD. For the purchase of real estate132.Which of the following is the best example of a new task purchase?A.A dentist who has been in practice for 10 years buys a replacement dental chair just like theold oneB. A supermarket manager reordering 24 replacement plastic pallets for storing foodC.A Dallas-based hotel chain with 120 hotels and resorts buying new software of $1.6 million tosecure its networksD.A department store upgrades its security system by installing a second video camera at theemployee's entrance to the storeStudy Guide QuestionsPage 14 of 22133.Identify the type of purchase common among organizations practicing just-in-time inventory andwhere buyers do not have time to search for potential suppliers and solicit bids.A. Straight purchaseB. Modified rebuyC. New task purchaseD. Straight rebuy134.Organizations that use just-in-time inventory tend to favor suppliers with a strong commitmenttoA. ProfitB. QualityC. YieldD. Revenue135.All of the following are reasons why an organization using a straight rebuy may shift to modifiedrebuy for making organizational purchases, exceptA. A supplier discontinues a productB. The price of a usual product risesC. A new product becomes available to meet the same needD. A one time, big-ticket item needs to be purchased136.This is a system of replenishing parts or goods for resale just before they are needed.A. Just-in-time inventoryB. Vendor managed inventoryC. Process flowD. Inventory evaluation137.Marge and Louellen Price own a cleaning service. Marge and her office manager Phylliswant to install a time clock and require each employee to sign in and sign out using the clock.Louellen thinks the clock is a waste of time. She believes it is more efficient for their employeesto go directly to their first work site rather than waste time coming to the central office. Twoemployees, Kari and Alicia, responded when asked what they thought of a time clock. Karibrought in research information showing how employees in various industries reacted to a timeclock. Alicia, who is one of the company's best workers, said she would be happy to sign in andsign out by means of the time clock. In terms of the buying center, Alicia probablyA. Was a gatekeeperB. Was a userC. Was a deciderD. Was an initiator138.It is common in organizational buying for purchases to be made cross functionally withrepresentatives from different functional departments playing various roles in the process.Taken collectively, these are called theA. Buying centersB. IntermediariesC. New task processesD. Gatekeeper facilities139.Who in an organization has the formal or informal power to select or approve the supplier thatreceives the contract in an organization?A. InitiatorsB. BuyersC. UsersD. Deciders140.Waddell Engineering manufactures molded plastic components for a leading toy manufacturer.Roy supervises the production line; he would like to see the company use an injection moldingmachine that has a faster cycle time. Petra and Robin are quality control managers for thecompany and have just returned from a trade show with information on the new Logic Devicesmolding machines. They hand this information to Mike Waddell, CEO of the company, whois concerned about the $400,000 cost. Roy, Robin and Petra meet with Mike and Ailene, thecompany's purchasing agent, to discuss why the company needs to buy the new machine.Robin does not think the company needs to invest in the machine and does not tell anyone thatthe same machine can be purchased for 30 percent less from another company. Who typifiesthe role of gatekeeper?A. PetraB. RobinC. RoyD. MikeStudy Guide QuestionsPage 15 of 22141.Brad is an information systems manager working for Company X. His job entails him todetermine the specifications in the purchase of a new computer system for the company.Identify which of the following best describes Brad's purchase role in this scenario.A. InfluencerB. InitiatorC. DeciderD. Gatekeeper142.Three college friends, Alan, Thomas and Will, have turned their interest in backpacking andwilderness exploration into a profitable business partnership. They conduct exploration campslasting anywhere from two days to six weeks. They hire Alan's girlfriend Rosalyn, who assistsAlan in the operational activities of the business. Thomas interacts with various vendors toprocure the supplies needed for the business and Will looks after the company's finances. Whowould most probably be the buyer in this business?A. WillB. AlanC. ThomasD. Rosalynn143.Which of the following statements about the types of organizational purchases is false?A.There are more suppliers to deal with in a new task purchase than any other type ofpurchaseB. The time frame for a straight rebuy is much shorter than for a modified rebuyC. New task purchases are more complex than straight rebuysD. The time frame for a new task purchase is much shorter than for a modified rebuy144.In differentiating organizational buyers, which of the following interpretations is false?A. Web integration while marketing to organizational buyer is comparatively limitedB.Marketing to organizational buyers requires more unique promotional strategies than to finalconsumersC. Marketing to organizational buyer has no variation in buyer-seller relationshipsD. The distribution channel for organizational buyers is longer than for final consumers145.Which of the following is most likely true of marketing to organizational buyers?A. Less variation in buyer-seller relationshipsB. Larger distribution channelsC. Standard promotional strategiesD. Greater Web integration146.Once billboard signs are printed, most still need to be trimmed to a standard size. WesternGraphtec is a company that makes machines used for trimming signs quickly and accurately.The company's management is made up almost completely of engineers. If a salespersoncalling on the company described Western Graphtec as technology-oriented, he or she wouldbe referring to the _____ that influence the organization buying process.A. Purchasing policies and proceduresB. Purchasing rolesC. Organization-specific factorsD. Manufacturing processes147.A large organization that is highly decentralized is more likely to _____ for other than straightrebuys.A. Use joint decision makingB. Employ longer distribution channelsC. Rely on less personal sellingD. Use autonomous decision making148.Organizations that are highly _____ are less likely to have joint decision-making.A. DecentralizedB. Cost-centeredC. CentralizedD. Profitable149.Organizational buyers are engaging in sole sourcing because they are more concerned with_____ than buying only on the factor of price.A. Geographical proximityB. Branded productsC. Quality and timely deliveriesD. Horizontal marketsStudy Guide QuestionsPage 16 of 22150.Eastlake Furniture Company, a manufacturer of Victorian furniture reproductions, will only use3M Jet-melt Adhesives for its finely crafted products. The adhesive can bond wood just as wellas hot melt adhesives without damaging heat-sensitive areas, so it satisfies the needs of thecompany's craftspeople. Even though 3M adhesive is slightly more expensive than the hot-meltglues made by competitors, 3M retains its clientele as it guarantees delivery just two days afteran order is placed. This best illustrates that Eastlake Manufacturing is usingA. Sole sourcingB. OutsourcingC. Industry-specific sourcingD. Organization-wide sourcing151.Steve, the purchasing agent for a carpet manufacturer received a memo indicating that anupcoming financial review would determine which employees were most successful at reducingcosts within their departments. The review would also assess which employees would continueworking for the company as a result of their cost-cutting efforts. A salesperson trying to sella new weave-pattern machine to Steve claims that the machine would save costs for thecompany in the long-run. Steve, however, is faced with the risk of termination made by any falsemoves. In this case, _____ would influence the organizational buying decision.A. Personal motivationB. Structural factorsC. External competitionD. Purchase-type factors152.Which of the following is not a personal motivation factor that influences organizational buying?A. Professional prideB. Personal ambitions and uncertaintyC. Friendship, trust and fearD. Extent of institutional commitment to role153.In _____, individuals approach their occupational roles with a weak commitment to expectednorms of behavior.A. Lethargic organizationsB. Innovative firmsC. Committed firmsD. Adaptive firms154.Carrie Guissop is an organizational buyer for a company that provides nursery products to Wal-Mart. In a management meeting, she proposes that the company replace the three currentlyused suppliers of plastic containers and trays - working with the company for the past 20years - with a single supplier who guarantees on-time delivery. Attendees at the meeting areunenthusiastic about Carrie's proposal as they like the traditional suppliers and are unwilling toswitch. Carrie, in order to maintain acceptance and status within the organization and to keepconflict to a minimum, suggests that they try the plan for three months and revert to the originalif it fails to work. What kind of an organizational climate is described in this example?A. InnovativeB. AutonomousC. AdaptiveD. Lethargic155.In which kind of an organization is there moderate commitment?A. Lethargic organizationB. Innovative organizationC. Adaptive organizationD. Supportive organization156.An organizational buyer in a(n) _____ organization would have a strong commitment totraditionally accepted behavior and act accordingly.A. InnovativeB. AutonomousC. AdaptiveD. Lethargic157._____ is the process by which buyers rate each potential supplier on various performancemeasures such as product quality, on-time delivery, price, payment terms and use of moderntechnology.A. Quantity researchB. New task purchaseC. Priori segmentationD. Vendor analysisStudy Guide QuestionsPage 17 of 22158.Diversified Neon, Inc. makes neon signs. Its CEO recently attended a trade show where heexamined the new Neon Wizard 5.0, a machine that allows you to create three-dimensionalcomputer-generated designs, feed the designs into a machine with neon tubing and have theneon extruded in almost any shape imaginable. He believes this machine will increase hiscompany's output by at least 30 percent and reduce its wastage by at least 50 percent. In whichstage of the organizational buying process is the CEO?A. Purchase activitiesB. Organizational needC. Vendor analysisD. Postpurchase evaluation159.Recognizing _____ and a willingness and ability to meet them, often results in organizationalpurchases.A. Financial limitationsB. Vendor requirementsC. Cost benefitsD. Organizational needs160.Delivery and reliability of purchases in a manner that interruption of production schedules isminimized would most likely be a key concern in which functional area of organizational buying?A. MaintenanceB. PurchasingC. Quality controlD. Production161.A complete situational analysis when embarking on a new or modified marketing program aids afirm in all of the following ways, exceptA.Determining objectives, opportunities and constraints to be considered when selecting targetmarketsB. Developing marketing mixesC.Giving a clear idea of the amount of financial and other resources that will be available fordeveloping and executing marketing plansD. Developing a long-term, departmental objective within the organization.162.Which of the following statements about market segmentation is true?A.According to the model of market segmentation analysis, the process usually begins withdeciding segmentation strategyB.Market segmentation analysis proceeds product positioning, the cornerstone of sound marketplanningC.The logic of market segmentation is quite simple and is based on the idea that a singleproduct item can seldom meet the needs and wants of all consumersD.According to the model of market segmentation analysis, the process begins with designmarketing mix strategy163.Which of the following statements about market segmentation is not true?A. Market segmentation is the process of dividing markets into groups of similar customersB. The decision to mass market a product does not require any market segmentation analysisC. Generally, the first step in market segmentation is to delineate firm's current situationD.Consumers are grouped on the basis of one or more similarities and treated as ahomogeneous segment of a heterogeneous total market164.MicroBionics manufactures digital hearing aids, which unlike analog hearing aids, can beprogrammed to mask out external noise. The company has determined that its competitiveadvantage lies in its product, while its weakness is the associated manufacturing costs. Targetmarket opportunities exist within the maturing baby boomer segment. One challenge lies inthe existence of a competing, well-established brand called BelTone. In terms of the marketsegmentation process, MicroBionics has completed which step?A. Development of product positioning strategyB. Delineation of firm's current positionC. Division of market on relevant segmentation variablesD. Design of marketing mix strategy165.Market segmentation, when analyzed as a six-stage process, includes all of the followingstages, except theA. Delineation of the firm's current situationB. Determination of the consumer's needs and wantsC. Development of product positioning strategiesD. Design of the sales strategiesStudy Guide QuestionsPage 18 of 22166.Consumer attitudes, preferences and benefits sought that are determined through marketingresearchA. Are commonly used for segmentation purposesB. Help to implement and control promotional strategiesC. Need not always be aligned with the organization's overall objectivesD. Benefit the business by helping them in their financial planning167.Jan Karon sold more than 10 million copies of her novels about Mitford, a fictitious town inNorth Carolina. Karon's series of books focus on small town life as seen through the eyesof an Episcopal priest who is honest and lovable and who believes strongly in God and thepromotion of godly virtues. Viking Press, publisher of the books, initially determined the marketsegmentation strategy to use for the Mitford books was to target people who expressed a desirefor Christian-value-based entertainment and who shopped at Christian bookstores. It conductedmarketing research to determine the sizes and other characteristics of these markets across thecountry. Viking Press used a(n) _____ segmentation approach.A. A prioriB. A posterioriC. Post hocD. Empiricism168.Real world segmentation has followed one of two general patterns, an a priori segmentationapproach and a _____ approach.A. Post hoc segmentationB. Empiricism segmentationC. Benefit segmentationD. Psychographic segmentation169.Post hoc segmentation is an approach in which people are grouped into segments on the basisofA. Demographic approachB. Psychographic profilesC. Market-orientationD. Research findings170.World Explorer Cruises advertises that it sells "Cruises for your heart, mind and soul. Evenbetter, it comes in a pint-sized budget!" What segmentation is the cruise line using?A. Demographic segmentationB. Geodemographic segmentationC. Geographic segmentationD. Benefit segmentation171._____ attempts to measure consumer value systems and consumer perceptions of variousbrands in product class.A. Benefit segmentationB. Psychographic segmentationC. Demographic segmentationD. Geodemographic segmentation172.Lifestyles are measured by asking customers about their .A. Financial soundnessB. Activities, interests and opinionsC. Educational backgroundsD. Influence on their immediate society173.Consumers today are highly pressed for time. They're spending more time in their cars andmore time eating fast food while they are driving. To such a consumer, the cup holder is of vitalimportance. Car manufacturers are designing cup holders that use gyroscopes to keep the cupstraight and the contents from sloshing out. This type of product development is aimed at amarket that can be readily defined through which segmentation?A. DemographicB. BehaviorC. BenefitD. Person/situation174.Benefit segmentation is clearly aA. Demographic approachB. Behavioral approachC. Market-oriented approachD. Consumer-lifestyles approachStudy Guide QuestionsPage 19 of 22175.What does "AIO" stand for?A. Activities, interest and organizationsB. Administration, information and organizationsC. Activities, interest and opinionD. Administration, information and opinion176.A manufacturer of a new biodegradable cat litter learned from its research that a lot of catowners were not buying ordinary litter because of the difficulty in disposing the used claybasedlitter. It cannot be flushed due to the build up in pipes and certain municipalities havedecreed that cat litter is a hazardous waste and must be disposed of in a specified matter. Catowners want litter that is easily disposed of and more absorbent than newspaper, which is acommon make-do method. The cat manufacturer has used which of the following segmentationapproaches to identify the stated information?A. Benefit segmentationB. Psychographic segmentationC. A priori segmentationD. Post hoc segmentation177.A handbag manufacturer has segmented its market according to how women use them.For instance, some women want large handbags so they can carry everything they couldpossibly need. Other women want small, attractive handbags as accessories for their outfits.Some women want handbags with lots of pockets to help them better organize. The pursemanufacturer uses which segmentation base?A. Thoughts and feelingsB. GeographicC. Person/situationD. Geodemographic178.Research studies showed Procter & Gamble that vacuum brick-packs of coffee sell muchbetter in the urban uptown than coffee in cans. As a result, Procter & Gamble repackaged theirFolgers coffee for the urban uptown and developed an advertising campaign to market themto the region. Sales of Folgers coffee in this region increased by 32 percent. In this example,Procter & Gamble used which segmentation to market its coffee?A. DemographicsB. PsychographicsC. Person/situationD. Geodemographic179.What does the term "horizontal dimension" in VALS refer to?A. Secondary needsB. ResourcesC. After-sale serviceD. Primary motivation180.What does geodemographic segmentation identify?A.The belief that the benefits people are seeking in consuming a given product are the basicreasons for the existence of true market segmentsB.Specific households in a market by focusing on local neighborhood geography to createclassifications of actual, addressable, mappable neighborhoods where people live and shopC.The type of lifestyles, which are measured by asking consumers about their activities,interests and opinionsD.Primary motivation and whether consumers are driven by ideals, achievement and/or selfexpression181.Consumers driven by a goal of demonstrating success to their peers are motivated primarilybyA. IdealsB. AchievementsC. Role modelsD. Self-expression182.The 2002 ad campaign for Carnival cruises emphasized the number of activities offered;including hang gliding, mountaineering, hiking and scuba diving that people taking any of theCarnival line cruises could participate in. The cruise line was trying to negate the conceptthat all people do on a cruise was eat and sleep as well as the idea that only older, moreconservative people take cruises. Carnival's ads would appeal most to which of the followingconsumers?A. SurvivorsB. BelieversC. ExperiencersD. ThinkersStudy Guide QuestionsPage 20 of 22183.Which of the following observations about geodemographic segmentation is true?A. It does not identify specific individuals of households within a marketB.It creates classifications of actual, addressable, mappable neighborhoods where consumerslive and shopC.It is based on the assumptions that consumers in particular neighborhoods are similar inmany respectsD.It identifies consumer needs and wants and to satisfy them by providing products andservices with the desired benefits184.Each PRIZM NE cluster is based on zip codes, demographic information from the U.S. censusand information on _____, media usage and lifestyle preferences to create profiles of the peoplewho live in specific neighborhoods.A. Product usageB. Resale valueC. Word-of-mouth publicityD. Odd-even pricing185.What assumption is the PRIZM NE system based on?A.Degree to which consumers are active is directly related to occupational and educationalfactorsB.Consumers in particular neighborhoods are similar in many respects and that the bestprospects are those who actually use a product or other consumers like themC.Implementing and control of the marketing plan requires segmentation based onpsychographic linesD. Achievement oriented targets need to be made in order to increase sales of an organization186.The PRIZM NE system includes maps of different areas thatA. Rank neighborhoods on their potential to purchase specific products or servicesB. Group consumers in particular countries that are similar in many respectsC. Help implement and control the strategic plan of that areaD. Are used for slotting allowances187.Let's say you wanted to build a bowling alley in Canada. Market research shows you thatwestern Canadians enjoy bowling and similar pastimes significantly more than those in easternCanada. By locating your alley in the western province of Alberta, you would have used a _____segmentation strategy.A. BenefitB. BehaviorC. PsychographicD. Geodemographic188.The slogan used by Miele vacuum cleaners is "Anything else is a compromise." Themanufacturer of Miele vacuum cleaners uses positioningA. Based on superiority to competitive productsB. In terms of use or applicationC. In terms of particular types of product usersD. Relative to a product class189.When Post Grape-Nuts cereal ads show the cereal being used as a topping on yogurt, servedhot as an alternative to oatmeal and as a snack food, Post is using a positioning strategyA. Based on superiority to competitive productsB. In terms of superior product usersC. Relative to a product classD. By use or application190.The ad for Pioneer complete buttermilk pancake mix says it makes pancakes as good as yourgrandmother's. It then asks, "Why settle for your aunt's?" and shows a box of Aunt Jemimabuttermilk complete pancake mix. This is an example of positioningA. Based on superiority to competitive productsB. In terms of superior product usersC. Relative to a product classD. Directly against particular competitors191.An ad for First Union Bank describes the bank as not only providing all banking servicesa consumer could ever want, but also offering brokerage house services. Instead of justcompeting against banks, First Union increased its versatility by using positioningA. Based on superiority to competitive productsB. In terms of superior product usersC. Relative to a product classD. By use or applicationStudy Guide QuestionsPage 21 of 22192.While churches are still marketed as places for traditional religious training, some churchesare reaching to other segments of the population by offering music-based services, youth-ledservices and televised services. Churches are using positioningA. Based on superiority to competitive productsB. In terms of superior product usersC. Relative to a product classD. By on use or application193.Maalox advertised its new Soft Chews as able to neutralize more stomach acid than TumsRegular Strength could. Maalox was using positioningA. Based on superiority to competitive productsB. In terms of particular types of product usersC. Relative to a product classD. Directly against particular competitors194.Which of the following statements is true with regard to a positioning map?A. It can be used to determine how well customers perceive the information in an adB.It allows marketers to evaluate consumers in terms of willing to buy, ability to buy andauthority to buyC.It is used by the U.S. Department of Commerce to create a geodemographic model of thenationD. It is a visual description of customers' perceptions of competitive products, brands or models195.Different positioning techniques should be used depending on whether the firm is a marketleader or follower. The followers usually should not attempt to position directly against theindustry leader becauseA. Competing with market leaders can be costly and not often successfulB. A follower's product already dominates in sales and in the minds of customersC. Followers find it difficult to select segmentation strategiesD. The market can be so small that marketing to that portion is not profitable196.All of the following are situations when a firm may decide not to segment but to be a massmarketer, exceptA. The market is so small that marketing to a portion of it is not profitableB.Heavy users make up such a large proportion of the sales volume that they are the onlyrelevant targetC.The brand is the dominant brand in the market and targeting to a few segments would notbenefit sales and profitsD.There are viable target markets which have been identified by the firm and are relevant to thefirm's domain197.Heileman Brewing Company planned to market a new brand of malt liquor called PowerMaster.Malt liquor is disproportionately consumed by African Americans and in low-incomeneighborhoods. Targeting a group of consumers here is unethical on two dimensions. The firstis the degree to which the product can harm the consumers and the second is theA. Vulnerability of the groupB. Pricing of the productC. Attitude of the manufacturersD. Lack of marketing communication198.Three important criteria on which to base a segmentation strategy decision are that a viablesegment must beA. Continual, presentable and restrictedB. Measurable, meaningful and marketableC. Political, cultural and assuredD. Prestigious, non-deceptive and demographic199.One of the difficulties associated with segmenting on the basis of social class is that the conceptand its divisions are notA. Diverse and definitiveB. Clearly defined and measuredC. Available and relevantD. Relevant and varied200.Although the marketing mix design, according to the marketing model, happens at the end,many marketing mix decisions are made in conjunction withA. Alternative ideasB. Financial backingC. Target market selectionD. Deceptive pricingStudy Guide QuestionsPage 22 of 22