1) We define a ________ as anything that can be offered to a market for attention, acquisition, use, or consumption

and that might satisfy a want or need.

D) product
2) ________ are a form of product that consists of activities, benefits, or satisfactions offered for sale that are
essentially intangible and do not result in the ownership of anything.
B) Services
3) A product is a key element in the ________. At one extreme, it may consist of pure tangible goods or at the other
extreme, pure services.
A) market offering
4) To differentiate themselves, many companies go beyond offering products and services; they are also developing
and delivering customer ________.
B) experiences
5) Product planners need to consider products and services on three levels. Each level adds more customer value.
The most basic level is the ________, which addresses the question, "What is the buyer really buying?"
C) core customer value
6) The third level of a product that product planners must consider is a(n) ________ that offers additional consumer
services and benefits.
B) augmented product
7) Products and services fall into two broad classifications based on the types of consumers that use them. Which is
one of these broad classes?
A) industrial products
8) ________ are products and services bought by final consumers for personal consumption. These include
convenience products, shopping products, specialty products, and unsought products.
B) Consumer products
9) ________ are less frequently purchased consumer products and services that customers compare carefully on
suitability, quality, price, and style. Consumers spend much time and effort in gathering information and making
comparisons about these products.
A) Shopping products
10) ________ are consumer products and services with unique characteristics or brand identification for which a
significant group of buyers is willing to make a special purchase effort.
C) Specialty products
11) ________ are consumer products that the consumer either does not know about or knows about but does not
normally think about buying. These products require a lot of advertising, personal selling, and other marketing
efforts.
C) Unsought products
12) ________ are those products purchased for further processing or for use in conducting a business.
D) Industrial products
13) Most manufactured materials and parts are sold directly to ________. Price and service are the major marketing
factors; branding and advertising tend to be less important.
B) industrial users
14) ________ are industrial products that aid in the buyer's production or operations, including installations and
accessory equipment.
C) Capital items
15) Which of the following capital items is NOT considered accessory equipment?
A) buildings
16) Which of the following does NOT belong to the materials and parts group of industrial products?
C) repair and maintenance items
17) Paper, pencils, paint, nails, and brooms are examples of ________.
A) supplies
18) ________ consists of activities undertaken to create, maintain, or change the attitudes and behavior of target
consumers toward an organization.
B) Organization marketing
19) ________ consists of activities undertaken to create, maintain, or change attitudes toward particular people.
B) Person marketing
20) ________ involves activities undertaken to create, maintain, or change attitudes toward particular cities, states,
and regions.
B) Place marketing
21) ________ is defined as the use of commercial marketing concepts and tools in programs designed to influence
individuals' behavior to improve their well-being and that of society.
C) Social marketing
22) Public health campaigns to reduce alcoholism, drug abuse, smoking, and obesity are all examples of ________.
B) social marketing
23) Developing a product or service involves defining the benefits that it will offer. These benefits are
communicated and delivered by ________ such as quality, features, and style and design.
B) product attributes
24) ________ is one of the marketer's major positioning tools because it has a direct impact on product or service
performance; it is therefore closely linked to customer value and satisfaction.
B) Product quality
25) ________ is an approach in which all the company's people are involved in constantly improving the products,
services, and business processes.
C) Total quality management
26) What are the two dimensions of product quality?
A) consistency and level
27) Which of the following types of quality refers to freedom from defects and consistency in delivering a targeted
level of performance?
D) conformance
28) A sensational ________ may grab attention and produce pleasing aesthetics, but it does not necessarily improve
a product's performance.
B) style
29) ________ contributes to a product's usefulness as well as to its looks.
B) Design
30) A(n) ________ is a name, term, sign, symbol, design, or a combination of these, that identifies the maker or
seller of a product or service.
B) brand
31) ________ involves designing and producing the container or wrapper for a product.
A) Packaging
32) In recent years, product safety and environmental responsibility have become major ________ concerns.
B) packaging
33) At the very least, a product's ________ identifies the product or brand. It might also describe several things
about the product and promote the brand.
C) label
34) The ________ requires sellers to provide detailed nutritional information on food products.
B) Nutritional Labeling and Educational Act of 1990
35) ________ has been affected by the need to include unit pricing, open dating, and nutritional information.
C) Labeling
36) Many companies now use a combination of phone, e-mail, fax, Internet, and other technologies to provide
________.
C) support services
37) A ________ is a group of products that are closely related because they function in a similar manner, are sold to
the same customer groups, are marketed through the same type of outlets, or fall within given price ranges.
A) product line
38) The major product line decision involves ________.
D) product line length
39) Berkowitz Piano Company can expand its product line in one of two common ways. Which of the following is
one of those ways?
B) line filling
40) An alternative to product line stretching is ________, adding more items within the present range of the line.
C) product line filling
41) When a company lengthens its product line beyond its current range, it is ________.
B) product line stretching
42) A ________ consists of all the product lines and items that a particular seller offers for sale.
A) product mix
43) Product mix ________ refers to the number of different product lines the company carries.
C) width
44) Product mix ________ refers to the total number of items a company carries within its product lines.
A) length
45) Product mix ________ refers to the number of versions offered of each product in the line. Colgate toothpaste
comes in 16 varieties, ranging from Colgate Total to Colgate Kids Toothpastes.
B) depth
46) The ________ of the product mix refers to how closely related the various product lines are in end use,
production requirements, distribution channels, or some other way.
C) consistency
47) A company can increase its business in four ways. Which is NOT one of these ways?
D) It can discontinue some of its lines.
48) Service providers must consider four special characteristics when designing marketing programs. Which is NOT
one of these characteristics?
D) heterogeneity
49) ________ means that services cannot be seen, tasted, felt, heard, or smelled before they are bought.
C) Service intangibility
50) ________ means that services cannot be separated from their providers, whether the providers are people or
machines.
B) Service inseparability
51) Which of the following is NOT one of the links in the service-profit chain, linking service firm profits with
employee and customer satisfaction?
B) evidence management
52) Through ________, the service firm trains and motivates its customer-contact employees and supporting service
people to work as a team to provide customer satisfaction.
D) internal marketing
53) ________ means that service quality depends on the quality of buyer-seller interaction during the service
encounter.
A) Interactive marketing
54) All of the following are methods for developing a differentiated service offer, delivery, or image EXCEPT
________.
B) increasing the quantity of service by giving up some durability
55) Some analysts see ________ as the major enduring asset of a company, outlasting the company's specific
products and facilities.
A) brands
56) A(n) ________ represents consumers' perceptions and feelings about a product and its performance.
C) brand
57) Which of the following is NOT one of the four consumer perception dimensions used by ad agency Young &
Rubicam to measure brand strength?
C) brand valuation
58) The total financial value of a brand is estimated through the process of brand ________.
B) valuation
59) The fundamental asset underlying brand equity is ________ the value of the customer relationships that the
brand creates.
B) customer equity
60) Which of the following is the lowest level on which marketers can position their brands in target customers'
minds?
C) product attributes
61) The strongest brands go beyond attributes or benefit positioning; they are positioned on ________.
D) strong beliefs and values
62) Which of the following is NOT a desirable quality for a brand name?
C) The brand should almost always be a long word to get attention.
63) All of the following are a manufacturer's sponsorship options for a product EXCEPT ________.
B) multibrands
64) In the competition between ________ and ________ brands, retailers have the advantages of controlling what
products will be stocked, where products will be stocked, what prices will be charged, and which products will be
featured in print promotions.
C) national; private
65) An increasing number of retailers and wholesalers have created their own ________, also called store brands.
B) private brands
66) For a fee, some companies ________ names or symbols previously created by other manufacturers, names of
well-known celebrities, and/or characters from popular movies and books, any of which can provide an instant and
proven brand name.
E) license
67) ________ is used when two established brand names of different companies are used on the same product.
C) Co-branding
68) Which of the following is an advantage offered by co-branding?
C) A company can expand its existing brand into a category it otherwise might have difficulty entering alone.
69) A company has four choices when it comes to developing brands. What is NOT one of those choices?
D) width and depth extension
70) ________ occurs when a company introduces additional items in a given product category under the same brand
name, such as new flavors, forms, colors, ingredients, or package sizes.
A) A line extension
71) A ________ involves the use of a successful brand name to launch new or modified products in a new category.
C) brand extension
72) Which of the following is a potential drawback of multibranding?
D) The company's resources may be spread over too many brands.
73) Which strategy involves weeding out weaker brands and focusing marketing dollars only on brands that can
achieve the number-one or number-two market share positions in their categories?
A) megabrand
74) Major brand marketers often spend huge amounts on advertising to create brand ________ and to build
preference and loyalty.
B) awareness
75) While advertising campaigns can help to create name recognition, brand knowledge, and maybe even some
brand preference, brands are not maintained by advertising but by ________.
C) brand experience
76) Which of the following product offerings is intangible?
E) a limousine ride
77) When the Twin Six Cafe provides gourmet menu options to its customers, as well as impeccable service-which
even allows customers to hand-select their own cuts of meat ________ is/are evident.
E) a core benefit, an actual product, and an augmented product E
78) A hickory rocking chair, handmade by an Amish woodcarver in Lancaster, Pennsylvania, from locally grown
wood is an example of a(n) ________.
C) specialty product
79) You have an upset stomach. Your spouse rushes to the corner convenience store for a bottle of Pepto-Bismol.
This product is a(n) ________ product.
A) convenience
80) Mabel Lu is planning to buy a new washing machine. She notices that they come in numerous price ranges. She
wants to make sure she gets the most for her money. This product is a(n) ________ product.
D) shopping
81) General Electric's campaign stating, "We bring good things to life" is an example of ________.
B) corporate image marketing
82) "I love New York" is an example of ________.
E) place marketing
83) The Ad Council of America has developed dozens of ________ marketing campaigns, including classics such as
"Smokey the Bear," "Keep America Beautiful," and "Only You Can Prevent Forest Fires."
A) social
84) To achieve their social change objectives, social marketing programs ________.
C) work to influence individuals' behavior to improve their well-being
D) utilize all of the Ps in the marketing mix
E) C and D
85) Helene Curtis began to market shampoo for normal hair. In an attempt to increase profits and use excess market
capacity, Helene Curtis then marketed shampoo for oily hair and color-treated hair. This is an example of ________.
A) line filling
86) Which of the following is/are examples of product line length?
A) hamburger and cheeseburger
C) Coke and Diet Coke
D) A and C
87) Manor Plaza Barber's customers have noticed that the quality of a haircut depends on who provides it as well as
when, where, and how it is provided. What have the customers noticed?
C) service variability
88) The impossibility of a barber storing haircuts for later sale is an example of which of the following?
D) service perishability
89) Christopher Messenger rents storage space to college students who go home for the summer but do not want to
haul all of their property home and back. The business is profitable during the summer months, but when the storage
space is unoccupied in the off-season, Christopher is losing money. What characteristic of service is most likely the
source of Christopher's problem?
B) perishability
90) Gina's Nail Salon is serious about pleasing its customers. Employees are trained to immediately and pleasantly
respond to any customer complaints, and they are empowered to offer discounts and free add-ons to customers who
believe they have received anything less than the best service. Gina's Nail Salon focuses on ________.
B) good service recovery
91) Chicken of the Sea brand tuna sells more than the same size Kroger brand tuna, even though the Kroger tuna
costs $0.15 less per can. Chicken of the Sea has brand ________.
B) equity
92) A manager of a Holiday Inn said, "We have power and value in the market and people are willing to pay for it."
This manager is referring to ________.
C) brand equity
93) Costco's Kirkland products are an example of a(n) ________.
C) private brand
94) An apparel marketer is planning to launch an existing brand name into a new product category. Which brand
development strategy is being implemented?
B) brand extension
95) Each new iPod product introduction advances the causes of democratizing technology and approachable
innovation. iPod, an expert at fostering customer community, has been ranked one of the Breakaway Brands by the
brand consultancy Landor Associates. iPod is positioned on ________.
E) beliefs and values
96) To reduce problems associated with the intangibility of the services offered by a restaurant, the restaurant owner
would be most likely to do which of the following?
B) provide clean tablecloths and cloth napkins for each new customer
97) Which of the following is the most important for product designers to consider as they develop a product?
D) how customers will use and benefit from the product
98) An easier, more comfortable, more stylish transfer of thought onto paper is the ________ of Herb's offerings.
B) core customer value
99) What type of consumer products does Marks manufacture?
C) specialty
100) The new felt-tip pens, multiple-cartridge pens, and quills are all examples of ________.
A) product line filling
101) When a company identifies the parts of the market it can serve best and most profitably, it is practicing
________.
C) market targeting
102) What are the four steps, in order, to designing a customer-driven marketing strategy?
C) market segmentation, targeting, differentiation, and positioning
103) Even though several options are available at any one time, there ________ to segment a
market.
B) is no single way
104) Your firm has decided to localize its products and services to meet local market demands. A good approach to
use would be ________ segmentation.
A) geographic
105) Pendergraff Pet Supplies divides the pet market according to the owners' race, occupation, income, and family
life cycle. What type of segmentation does Pendergraff use?
D) demographic
106) Which of the following is the most popular method for segmenting markets?
A) demographic
107) Demographic variables are frequently used in market segmentation because they ________.
D) are easy to measure in comparison to many other methods
108) Marketers must be most careful to guard against which of the following when using age and life-cycle
segmentation?
B) stereotyping
109) When Positive Image, Inc. caters to clothing, cosmetics, and toiletries markets, it most likely uses which type
of segmentation?
B) gender
110) Marketers of automobiles, financial services, and travel are most likely to use which of the following types of
segmentation?
B) income
111) Lifestyle characteristics and personality characteristics are two types of variables used in ________
segmentation.
D) psychographic
112) The division of buyers into groups based on their knowledge, attitudes, uses, or responses to a product is
________ segmentation.
A) behavioral
113) Which type of segmentation centers on the use of the word when, such as when consumers get the idea to buy,
when they actually make their purchase, or when they use the purchased item?
C) occasion
114) Markets can be segmented into groups of nonusers, ex-users, potential users, first-time users, and regular users
of a product. This method of segmentation is called ________.
A) user status
115) Your current assignment at York Foods is to find the major benefits people look for in product classes, the kinds
of people who look for each benefit, and the major brands that deliver each benefit. What is this segmentation
method called?
A) benefit
116) Shampoo marketers rate buyers as light, medium, or heavy product users. This is _______ segmentation.
C) usage rate
117) Consumers can show their allegiance to brands, stores, or companies. Marketers can use this information to
segment consumers by ________.
B) loyalty status
118) By studying its less loyal buyers, a company can detect which brands are most ________ its own.
A) competitive with
119) Many firms make an effort to identify smaller, better-defined target groups by using ________.
C) multiple segmentation bases
120) Consumer and business marketers use many of the same variables to segment markets. Business marketers use
all of the following EXCEPT ________.
E) brand personalities
121) As in consumer segmentation, many marketers believe that ________ and ________
segmentation provide the best basis for segmenting business markets.
C) benefits; buying behavior
122) International Drilling Company segments its foreign markets by their overall level of
economic development. This firm segments on what basis?
D) economic factors
123) Lexus targets wealthy consumers with similar needs and buying behaviors, even though the consumers are
located in different countries. This is an example of ________.
A) intermarket segmentation
124) Cross-market segmentation is also known as ________.
A) intermarket segmentation
125) When the size, purchasing power, and profiles of a market segment can be determined, it possesses the
requirement of being ________.
A) measurable
126) When a business market segment is large or profitable enough to serve, it is termed
________.
C) substantial
127) When an effective program can be designed for attracting and serving a chosen segment, the segment is best
described as ________.
D) actionable
128) You have discovered that the segments you are targeting are conceptually distinguishable and respond
differently to different marketing mix elements and programs. These segments are ________.
D) differentiable
129) The markets you have chosen to serve in four western states can be effectively reached and served. You would
tell the marketing manager that these segments are ________.
B) accessible
130) To evaluate the different market segments your company serves, you would look at all of these factors
EXCEPT which one?
D) company values
131) Barney Hopkins has compiled a list of things that make segments more attractive. Which one of the following
items should NOT be on the list?
D) competition with superior resources
132) Which of the following is NOT one of the reasons a segment would be less attractive to a company?
C) concentrated market
133) In general, a company should enter only segments in which it can ________ and ________.
B) offer superior value; gain advantages over competitors
134) Mass marketers, such as Target and Venture Stores, often ignore market segment differences and target the
whole market with one offer. What is their approach to segmenting?
A) undifferentiated marketing
135) The 55-year-old baby boomers share common needs in music and performers. When a music company decides
to serve this group, the group is called a(n) ________.
B) target market
136) When New Port Shipping uses segmented marketing, it targets several segments and designs separate offers for
each one. This approach is called ________ marketing.
B) differentiated
137) Developing a strong position within several segments creates more total sales than ________ marketing across
all segments.
A) undifferentiated
138) ByWay Ventures chose a differentiated marketing strategy. The company had to weigh ________ against
________ when selecting this strategy.
C) increased sales; increased costs
139) P&G sells six brands of laundry detergent in the United States, each designed for one of six laundry segments
P&G has identified. Together, these six brands take 62% of market share. Which of the following is a disadvantage
of P&G's differentiated marketing strategy?
C) increased costs for separate marketing plans for each brand
140) Successful niche marketing is most dependent on a firm's ________ and its ________.
D) greater knowledge of customers' needs; special reputation
141) Using concentrated marketing, the marketer goes after a ________ share of ________.
C) large; one or a few niches
142) Today, the low cost of setting up shop ________ makes it even more profitable to serve very small niches.
C) on the Internet
143) Which of the segmenting strategies carries higher-than-average risks in consumer markets?
A) concentrated
144) As You Like It, Inc. customizes its offers to each individual consumer. This practice of tailoring products and
marketing programs to suit the tastes of specific individuals and locations is referred to as ________ marketing.
E) micro
145) ________ tailors brands and promotions to the needs and wants of specific cities,
neighborhoods, and even stores.
D) Local marketing
146) Which of the following is the narrowest marketing strategy?
B) local marketing
147) Which of the following is NOT a drawback of local marketing?
E) Supporting technologies are not available.
148) When Walmart customizes its merchandise store by store to meet shopper needs, it is practicing ________.
C) local marketing
149) When a company interacts one-on-one with large numbers of customers to create customer- unique value by
designing products and services tailor-made to individual needs, it is following ________.
C) mass customization
150) When choosing a target marketing strategy, many factors need to be considered. Which of the following does
your text NOT mention as important?
D) product cost
151) When competitors use differentiated or concentrated marketing, ________ marketing can be disastrous.
B) undifferentiated
152) Target marketing sometimes generates controversy and concern. Issues usually involve the targeting of
________ consumers with ________ products.
D) vulnerable; potentially harmful
153) It is considered socially irresponsible when the marketing of adult products spills over into the ________
segment.
B) child
154) Cigarette, beer, and fast-food marketers have generated much controversy in recent years by their attempts to
target ________.
C) inner-city minorities
155) Most attempts to target children and minority groups provide ________ to target customers.
A) benefits
156) In target marketing, the issue of social responsibility is not really who is targeted, but rather ________ and for
________.
B) how; what
157) Which group determines a product's position relative to competing products?
D) consumers
158) A product's position is based on important attributes as perceived by ________.
D) consumers
159) Which of the listed choices is NOT a positioning task?
B) surveying frequent users of the product
160) A company or store gains a(n) ________ by differentiating its products and delivering more value.
A) competitive advantage
161) A company or market offer can be differentiated along the lines of product, image, services, channels, or
________.
C) people
162) Which type of differentiation is used to gain competitive advantage through the way a firm designs its
distribution coverage, expertise, and performance?
B) channel differentiation
163) When firms use symbols, colors, or characters to convey their personalities, they are using ________
differentiation.
A) image
164) Ad man Rosser Reeves believes that firms should develop a USP for each brand and stick to it. What does USP
stand for?
D) unique selling proposition
165) A brand difference is worth establishing and promoting to the extent that it satisfies all of the criteria below
EXCEPT which one?
C) divisible
166) You have just created the "perfect" ad. It communicates the full mix of benefits upon which the brand is
differentiated and positioned. This full positioning of the brand is called ________.
A) its value proposition
167) The answer to the customer's question "Why should I buy your brand?" is found in the________.
C) value proposition
168) What competitive positioning can attack a more-for-more strategy by introducing a brand offering with
comparable quality at a lower price?
A) more-for-the-same
169) Which positioning strategy offers consumers a "good deal" by offering equivalent-quality products or services
at a lower price?
C) same-for-less
170) "Less-for-much-less" positioning involves meeting consumers' ________.
B) lower quality requirements in exchange for a lower price
171) Few people can afford the best in everything they buy. At times everyone needs a product with less quality or
performance with a correspondingly lower price. In this case a consumer would purchase a product positioned with
a ________ strategy.
D) less-for-much-less
172) Which difficult-to-sustain positioning strategy attempts to deliver the "best-of-both"?
B) more-for-less
173) When it first opened for business, Home Depot claimed to offer better products at lower prices. This hard-to-
sustain value proposition is called ________.
B) more-for-less
174) Which type of statement first indicates the product's membership in a category and then shows its point-of-
difference from other members of the category?
D) positioning statement
175) What is the following an example of? "To busy, mobile professionals who need to always be in the loop,
BlackBerry is a wireless connectivity solution that gives you an easier, more reliable way to stay connected to data,
people, and resources while on the go."
A) positioning statement
176) When marketers at Procter & Gamble selected the Millennials, a demographic that includes college students, as
an untapped group of potential customers for their Febreze line of products, they were executing which step in the
process of designing a customer-driven marketing strategy?
D) targeting
177) When Pacific Fisheries groups its customers by regions such as Asia, Australia, or New Zealand, it is using
which segmenting base?
C) geographic location
178) When Burger King targets children, teens, adults, and seniors with different ads and media, it is practicing
________ segmentation.
B) age and life-cycle
179) Segmenting voters as either Democrats or Republicans is an example of ________.
A) psychographic segmentation
180) At one-time Miller Beer was known as the "champagne of bottled beer." Unfortunately, Miller drinkers did not
drink much beer. To increase sales, Miller was repositioned to attract the members of the middle working class. This
segmentation approach is ________.
E) psychographic
181) MTV targets the world's teenagers, who have similar needs and buying behavior even though they are located
in different countries. This is called ________ segmentation.
D) intermarket
182) An organic farmer has identified three distinct groups who might be interested in his products: vegetarians,
people who are concerned about chemicals in their foods, and people who consider themselves innovators and
trendsetters. These three groups are examples of ________.
B) market segments
183) A catalog retailer has identified African-American professionals between the ages of thirty- five and forty-five
as the group of customers within the larger market that is a potential market for its products. The retailer plans to
direct its marketing efforts toward this group of consumers. The retailer has identified a ________.
A) target market
184) Jolene Enterprises mass produces an all-purpose floor cleaner, mass distributes it and mass promotes it. This
firm uses ________ marketing.
B) undifferentiated
185) A marketer focuses on several commonalities among all consumers. This marketer appears to be engaging in
________.
B) undifferentiated marketing
186) Sanguine Services is a small company that practices a marketing strategy in which its limited resources are
used to go after a large share of two small niches. Sanguine practices which one of these strategies?
D) concentrated
187) Bob and Phyllis Cords own two retail stores, one in Pottstown and one in Norristown. Though the towns are
only 40 miles apart, the consumers at both stores are very different demographically. Bob and Phyllis alter the
product offerings between both locations in an effort to cater to both demographic groups. This is an example of
________.
A) local marketing
C) mass customization
E) A and C
188) Jay Bee Promotions tailors its advertising and promotional services to the needs and preferences of individual
customers. Which of the following terms does NOT apply to this type of marketing?
D) concentrated
189) There are several different sports watches for cyclists. When compared to its competitors, the Bike Nashbar
watch is the least expensive. The Acumen Basic is the only one designed for older cyclists who prefer a larger
display. Sports Instrument is the most comfortable of all the available watches. This describes the ________ of the
three sports watches.
C) positions
190) When comparing itself to its competitors, Hidden Valley describes its Ranch dressing as the original. This is the
________ the manufacturer has planned for the product.
C) position
191) The Jay Group hires better employees than the competition by conducting lengthy searches and interviews.
Management also trains employees much better than competitors do. The Jay Group has gained a strong competitive
advantage through which type of differentiation?
B) people
192) Ford Motor Company emphasizes "Quality First Ford Tough" in its truck products. In
doing so, the company has developed a differentiation strategy based on ________.
B) image
193) Cheap Heaps Auto specializes in lower quality vehicles, with a few dents, that are priced a great deal lower
than other used cars. Cheap Heaps has chosen to position its products with a ________ strategy.
D) less-for-much-less
194) Neiman Marcus claims superior quality, performance, and style. The owners provide the most upscale products
and services and charge a higher price to cover the higher costs. What type of positioning does Neiman Marcus use?
B) more-for-more
195) Superior Auto Sales, a chain of high-end used car dealerships, wants to sum up its company positioning and
brand positioning in a formal way. Superior's management would use a ________.
D) positioning statement
196) Which of the following statements illustrates why stereotypes should be avoided when using age and life-cycle
segmentation?
C) Some 70 year olds use wheelchairs; others play tennis.
197) Which of the following is the most logical reason for P&G offering products that compete with one another on
the same supermarket shelves?
C) Different people want different mixes of benefits from the products they buy.
198) In the scenario, how does Herb segment his market?
B) usage rate
199) In marketing his writing utensils to his four specialty-shop customers, Herb is using
C) niche
200) If Herb produced a variety of styles of pens and pencils with various wood types and engravings that he
tailored specifically to each individual's order, he would be practicing ________.
D) mass customization
201) In which of the following ways is Boeing like most other large companies?
E) Most of its business comes from commercial and industrial customers.
202) As a purchasing agent, Benni Lopez buys goods and services for use in the production of products that are sold
and supplied to others. Benni is involved in ________.
D) business buyer behavior
203) Business buying behavior refers to the buying behavior of organizations that buy all of the
following EXCEPT ________.
E) products purchased for personal consumption
204) In one way or another, most large companies sell to ________.
B) other organizations
205) When compared to consumer markets, business markets are ________.
C) huge
206) Which of the following is NOT a way that business and consumer markets differ?
C) satisfaction of needs through purchases
207) There are many sets of ________ purchases made for each set of ________ purchases.
D) business; consumer
208) Which of the following is true about business marketers in comparison to consumer marketers?
A) They deal with far fewer but far larger buyers.
209) Hewlett-Packard and Dell buy Intel microprocessor chips because consumers buy personal computers. This
demonstrates an economic principle called ________.
C) derived demand
210) The Pure Drug Company produces insulin, a product with a very stable demand, even though the price has
changed several times in the past two years. Insulin is a product with ________ demand.
C) inelastic
211) The demand for many business goods and services tends to change more, and more quickly, than the demand
for consumer goods and services does. This is referred to as ________ demand.
A) fluctuatinzg
212) Large business purchasers usually call for detailed product specifications, written purchase orders, careful
supplier searches, and formal approval. These are all examples of how the business buying decision process is more
________ than the consumer buying decision process is.
A) formalized
213) The owners of the company you work for have developed a core network of suppliers they are working closely
with to ensure an appropriate and dependable supply of products. This is an example of ________ management.
E) supplier development
214) Although there are many differences between business buying behavior and consumer buying behavior, both
respond to the same four stimuli: product, price, promotion, and ________.
C) place
215) Economic, technological, and political factors are all ________ that affect the business buying process.
B) environmental factors
216) In a typical organization, buying activity consists of two major parts: the buying ________and the buying
________.
D) center; decision process
217) Which business buying situation is the marketer's greatest opportunity and challenge?
C) new task
218) In which type of buying situation would a supplier most likely focus on maintaining product
and service quality?
A) straight rebuy
219) You just lost a major account because a competitor provided the most complete system to meet the customers
needs and solve the customers problems, and made the sale. In other words,
the competition beat you with ________.
A) solutions selling
220) Another name for systems selling is ________ selling.
A) solutions
221) The decision-making unit of a buying organization is called the ________.
B) buying center
222) A ________ consists of the actual users of products, those who control buying information, those who
influence the decisions, those who do the actual buying, and those who make the
buying decisions.
C) buying center
223) In routine buying situations, which members of the buying center have formal or informal power to select or
approve the final suppliers?
D) deciders
224) A(n) ________ controls the flow of information to others in the buying center.
D) gatekeeper
225) Don Amspacher, in his role on the buying committee, provides information for evaluating the alternative
purchase decisions and helps define and set specifications for evaluating alternatives for purchasing. Don is a(n)
________.
B) influencer
226) Gretchen Kabor has formal authority to select the suppliers and arrange terms of purchase for
many of the items her firm uses. Her role in the buying center is that of ________.
C) buyer
227) A buying center is not a fixed, formally identified unit within an organization, but rather a set of ________
assumed by different people for different purchases.
C) buying roles
228) Which of the following is NOT included in the decision-making unit of a buying organization?
D) individuals who supply the product
229) Which of the following statements about buying centers is true?
E) The buying center may involve informal participants who are not obvious to sellers.
230) When suppliers; offers are very similar, business buyers have little basis for a strictly ________.
B) rational choice
231) When competing products differ greatly, business buyers are more accountable for their
purchase choices and tend to pay more attention to ________.
A) economic factors
232) Buyers are heavily influenced by the current and expected economic environment. That includes which of the
following buyer influences?
E) all of the above
233) To ensure an adequate and available supply of key scarce materials, many companies are now willing to
________.
B) buy and hold large inventories of the materials
234) The major influences on the buying process at General Aeronautics include company policies and systems,
technological change, and economic developments. The types of influences
on the buying process in this scenario are most accurately categorized as ________ and ________.
E) organizational; environmental
235) Which of the following types of factors influencing members of a buying center are typically
the most difficult for marketers to assess?
C) interpersonal
236) Policies, procedures, and systems are all examples of ________ influences on business buyer behavior.
D) organizational
237) Which of the following accurately describes a cultural difference international marketers should be aware of?
D) Japanese people tend to put a high value on rank.
238) Which of the following is the best advice for an international marketer planning to interact with businesspeople
from many different cultures?
C) Cultures really are different, so do your best to learn about those differences.
239) Status, empathy, and persuasiveness are all examples of ________ influences on business buyer behavior.
C) interpersonal
240) Charlie Van Dusen, executive vice president of National Central Bank, is going through all of the stages of the
buying process to purchase a computer system for the bank. Charlie is facing a(n) ________ situation.
C) new-task buying
241) Which of the following is an example of an internal stimulus that might lead to the business buying process
stage of problem recognition?
C) A buyer is unhappy with a current suppliers price.
242) The first step of the business buying process is ________.
C) problem recognition
243) Business marketers often alert customers to potential problems and then show how their products provide
solutions. These marketers are hoping to influence which stage of the business
buying process?
C) problem recognition
244) The purchasing agent at your company is working with engineers and users to define the items to purchase by
describing general characteristics and quantities needed. He is also ranking the importance of reliability, durability,
and price. The buyer is preparing a(n) ________.
C) general need description
245) In which stage of the business buying process is a supplier most likely to provide a buyer with information
about the importance of different product characteristics?
B) general need description
246) Which of the following is the process of the buying center deciding on the best product characteristics?
E) product specification
247) During which stage of the business buying process is a buyer most likely to conduct a value analysis, carefully
studying components to determine if they can be redesigned, standardized, or made less expensively?
E) product specification
248) Empire Products has begun a process to find the best suppliers. Empire Products is actively engaged in
________.
C) supplier search
249) A buyer would be most likely to review trade directories in which stage of the business buying process?
D) supplier search
250) In the generally accepted stages of the business buying process, the step following product specification is
________.
B) supplier search
251) In the generally accepted stages of the business buying process, the step following problem recognition is
________.
D) general need description
252) Members of the buying center at ABC Kid's World are drawing up a list of desired toy supplier attributes
and their relative importance. Next, they intend to compare several suppliers
to these attributes. In which step of the business buying process is the buying center at ABC
Kids World engaged?
C) supplier selection
253) Which of the following statements about the supplier selection stage of the business buying decision process is
true?
E) Before selecting a supplier, many companies consider the suppliers reputation for ethical corporate behavior and
honest communication.
254) During the ________ stage of the business buying decision process, the buying center assesses the proposals.
B) supplier selection
255) In the case of maintenance, repair, and operating items, buyers may use a ________ rather than periodic
purchase orders.
A) blanket contract
256) In which stage of the business buying process is it a supplier's task to make sure that the supplier is giving the
buyer the expected satisfaction?
B) performance review
257) Which of the following is the last stage of the business buying process?
C) performance review
258) Under a ________, a supplier monitors and replenishes a buyer's stock automatically as needed.
A) vendor-managed inventory
259) Instead of focusing on individual purchases, a seller should focus on managing the ________.
E) total customer relationship
260) Which of the following can be especially useful for a company that needs to conduct secure and frequent
communications and transactions with key suppliers?
B) an extranet
261) Reverse auctions, trading exchanges, and company buying sites are all ways that companies can participate in
________.
E) e-procurement
262) Using a(n) ________, a company puts its purchasing requests online and invites suppliers to bid for the
business.
C) reverse auction
263) The Bentley department store chain makes extensive use of e-procurement. As a buyer, the store should expect
to enjoy all of these benefits of e-procurement EXCEPT ________.
D) reduced payroll
264) B-to-B e-procurement yields many benefits. These include all of the following EXCEPT _______.
C) elimination of inventory problems
265) A problem with the rapidly expanding use of e-purchasing is that it ________.
A) can erode established customer-supplier relationships
266) The leading barrier to expanding electronic links with customers and partners online is ______.
C) concern over security
267) A firewall is a(n) ________.
A) commonly used technique to safeguard Internet and extranet transactions
268) Which of the following statements about e-procurement security issues is true?
E) Providing e-procurement security can involve a substantial financial investment from a company.
269) Sage, Inc. provides food services to schools, hospitals, and nursing homes in the Midwest. Management at
Sage is involved in the ________ market.
D) institutional
270) Many institutional markets are characterized by ________ and ________.
C) low budgets; captive patrons
271) Government organizations tend to favor ________ suppliers over ________ suppliers.
D) domestic; foreign
272) All of the following are difficulties associated with selling to government buyers EXCEPT _____.
D) low sales volume
273) There are many factors considered in government buying, but ________ is typically the most important.
A) price
274) Total government spending is determined by ________ rather than by any ________ to develop this market.
C) elected officials; marketing effort
275) The world's largest buyer of products and services is ________.
C) the U.S. government
276) Which of the following is NOT part of the business market?
C) Sue buys a gift for her mother.
277) Giant Food Stores buys a lot of frozen turkey products at Thanksgiving and Christmas due to high consumer
demand. This is an example of ________ demand.
B) derived
278) Demand for outboard motors depends on consumers purchasing fishing boats. This is an example of ________
demand.
C) derived
279) ABC Enterprises sold 9,000 units @ $2.99/unit in July. The firm sold 9,000 units @ $4.29/unit in August. This
illustrates ________ demand.
E) inelastic
280) UPS serves both consumer and business markets, but most of its revenues come from its business customers.
UPS has become a strategic logistics ally for many of its business customers, going far beyond offering delivery
services to offering inventory management, international trade management, and even financing to its commercial
customers. This is an example of which of the following differences between the consumer and business markets?
B) Buyers and sellers in the business market build close, long-term relationships.
281) You call in a department manager to assist in a purchase of industrial equipment. You are considering a change
in product specifications, terms, and possibly suppliers. This is most likely a ________ situation.
A) modified rebuy
282) You regularly purchase cleaning supplies for your custodial staff, using the same vendor and ordering relatively
consistent amounts of the same products with each purchase. This is an example of a ________ situation.
C) straight rebuy
283) Worthington Farm raises chickens. For years, it has used wooden coops to haul its poultry to market. The
owner of the farm needs to buy some replacement coops and is considering buying plastic coops that are slightly
more expensive than wooden ones but much easier to clean after use. This purchase of coops is an example of a
________.
A) modified rebuy
284) The EPA has mandated that, in order to reduce local pollution, your printing plant switch from oil-based to
water-based inks. This will require entirely new printing presses and a new printing plate technology. After carefully
searching through numerous manufacturers' equipment descriptions and gathering opinions from all relevant parties
related to the work, your printing plant's buying center will be ready to make this ________ purchase.
B) new task
285) Don Brady is responsible for obtaining price quotations from various vendors. After reviewing them, Don then
determines whether or not to include the vendor on the approved vendor list. Don apparently plays two roles, that of
________ and ________.
D) decider; buyer
286) One of Dr. Albrecht's dental assistants told the dentist he should buy a machine that would sterilize his tools
without using any water because water tends to cause the tools to rust or corrode over time. In terms of the buying
center, the dental assistant had the role of ________.
D) influencer
287) One of Dr. Albrecht's dental assistants told the dentist he should buy a machine that would sterilize his tools
without using any water because water tends to cause the tools to rust or corrode over time. Dr. Albrecht, who runs a
solo practice in a small rural town, located some articles on the chemical sterilizer and read about how the machine
works. After gathering more information and talking to salespeople, Dr. Albrecht placed his order for the machine.
In terms of the buying center, Dr. Albrecht had the role of ________.
B) decider
288) A trucking company is considering purchasing new trucks that are powered by ethanol instead of diesel fuel. In
terms of the buying center, the truck drivers who must make sure that the trucks do not run out of fuel are the
________.
E) users
289) Worthington Farm raises chickens. For years, it has used wooden coops to haul its poultry to market. When
Bob Worthington went to reuse some of his coops, he noticed many of them could not be sufficiently cleaned for
reuse and needed to be replaced. Worthington was at which stage of the business buying process when he decided to
replace his old coops?
A) problem recognition
290) John Herr's company has standardized the size of its paper bags so that each bag can be used in five to seven
different store departments. This approach to cost reduction likely took place in the ________ stage of the business
buying process.
C) product specification
291) Most newspapers use ________ so they do not need to rely on only one supplier to provide the tons of paper
that they use annually.
B) multiple sourcing
292) Pace Hardware uses Learningnow.com to improve sales force effectiveness and facilitate sharing of expertise.
It allows Pace retailers to link with other Pace retailers to ask for managerial and marketing advice. It also allows
Pace retailers to ask their suppliers about product usage, deliveries, and warranties, and it allows suppliers to send
new-product information directly to Pace retailers. In this scenario, Pace Hardware is using a(n) ________.
A) extranet
293) Which of the following was most likely being used when Boeing received orders for $100 million in spare
parts in the first year its Web site was in operation?
A) e-procurement
294) All of the following organizations are likely considered to be a part of the institutional market EXCEPT
________.
C) Lancaster Township
295) Which of the following is most likely true about a straight rebuy?
C) It often involves products with low risks.
296) In what type of buying situation would a seller most likely send only a catalog to the buyer during the proposal
solicitation stage of the business buying process?
C) straight rebuy
297) All of the following are accurate descriptions of modern marketing EXCEPT which one?
C) Selling and advertising are synonymous with marketing.
298) According to management guru Peter Drucker, "The aim of marketing is to ________."
C) make selling unnecessary
299) ________ is defined as a social and managerial process by which individuals and organizations obtain what
they need and want through value creation and exchange.
D) Marketing
300) Which steps of the five-step marketing process are about understanding customers, creating customer value,
and building strong customer relationships?
C) the first four only
301) According to the simple five-step model of the marketing process, a company needs to ________ before
designing a customer-driven marketing strategy.
D) understand the marketplace and customer needs and wants
302) ________ are human needs as shaped by individual personality and culture.
B) Wants
303) When backed by buying power, wants become ________.
B) demands
304) A(n) ________ is some combination of products, services, information, or experiences offered to consumers to
satisfy a need or want.
A) market offering
305) Which of the following refers to sellers being preoccupied with their own products and losing sight of
underlying consumer needs?
D) marketing myopia
306) When marketers set low expectations for a market offering, the biggest risk they run is ______.
C) failing to attract enough customers
307) ________ is the act of obtaining a desired object from someone by offering something in return.
B) Exchange
308) A(n) ________ is the set of actual and potential buyers of a product.
A) market
309) Consumer research, product development, communication, distribution, pricing, and service are all core
________ activities.
B) marketing
310) The art and science of choosing target markets and building profitable relationships with them is called
________.
A) marketing management
311) Selecting which segments of a population of customers to serve is called ________.
D) target marketing
312) Which of the following is the set of benefits a company promises to deliver to customers to satisfy their needs?
D) a value proposition
313) Which customer question is answered by a company's value proposition?
A) "Why should I buy your brand rather than a competitor's?"
314) Which of the following marketing management orientations focuses primarily on improving efficiencies along
the supply chain?
A) production concept
315) Which of the following marketing management concepts is most likely to lead to marketing myopia?
E) product
316) According to the production concept, consumers will favor products that are ____ and _____.
E) available; affordable
317) The ________ concept is aligned with the philosophy of continuous product improvement and the belief that
customers will choose products that offer the most in quality, performance, and innovative features
A) product
318) The product concept says that a company should do which of the following?
D) focus on making continuous product improvements
319) "Build a better mousetrap and the world will beat a path to your door" reflects the __ concept.
D) product
320) Which marketing orientation calls for aggressive promotional efforts and focuses on generating transactions to
obtain profitable sales?
D) selling concept
321) Which marketing orientation holds that achieving organizational goals depends on knowing the needs and
wants of target markets and delivering the desired satisfactions better than competitors do?
D) marketing concept
322) According to the authors of your text, the ________ concept is a "sense and respond" philosophy rather than a
"make and sell" philosophy.
C) marketing
323) A firm that uses the selling concept takes a(n) ________ approach.
C) inside-out
324) Herb Kelleher of Southwest Airlines used the marketing concept in his successful organization. Having a
customer department rather than a marketing department, as suggested by Kelleher, is an example of a(n) ________
perspective.
A) outside-in
325) Though often criticized, the selling concept is particularly appropriate and effective with which of the
following types of products?
D) unsought
326) Which of the following reflects the marketing concept philosophy?
A) "We don't have a marketing department; we have a customer department."
327) Customer-driven marketing usually works well when ________ and when customers ________.
D) a clear need exists; know what they want
32) Marie Ortiz enjoys her work at Futuristic Designs, Inc. Her organization understands and anticipates customer
needs even better than customers themselves do and creates products and services to meet current and future wants
and demands. Marie's firm practices ________ marketing.
B) customer-driving
328) When customers don't know what they want or don't even know what's possible, the most effective strategy is
________ marketing.
B) customer-driving
329) The societal marketing concept seeks to establish a balance between consumer short-run wants and consumer
________.
C) long-run welfare
330) Which marketing orientation holds that firms must strive to deliver value to customers in a way that maintains
or improves the consumer's and society's well-being?
D) societal marketing concept
331) The three areas of consideration that should be balanced in the societal marketing concept are consumer wants,
society's interests, and ________.
C) company profits
332) The set of marketing tools a firm uses to implement its marketing strategy is called the _____.
C) marketing mix
333) Building, keeping, and growing profitable relationships by delivering customer value and satisfaction is called
________.
C) customer relationship management
334) Of the following, which is the most important concept of modern marketing?
A) customer relationship management
335) You have just taken a new position in an organization and you're learning about the job functions of your new
colleagues. You observe that your marketing manager is heavily involved in the process of building and maintaining
profitable customer relationships. Your marketing manager frequently speaks about the need to acquire, keep, and
grow customers. Your manager is concerned with which one of the following?
E) customer relationship management
336) Customer-perceived value is determined by a customer's ________ of the benefits and costs of a market
offering relative to those of competing offers.
A) personal assessment
337) It is most accurate to say that customers buy from stores and firms that offer which of the following?
B) the highest customer-perceived value
338) The key to delivering customer satisfaction is to match ________ with ________.
E) customer expectations; product performance
339) Which of the following is the term for customers who make repeat purchases and tell others about their positive
experiences with a product or service?
B) customer evangelists
340) Which of the following strategies would a company most likely use to increase customer satisfaction?
C) lowering prices
341) You are an assistant marketing director for a firm in a market with many low-margin customers. What type of
relationship would be most profitable for you to develop with these customers?
B) basic relationships
342) A room upgrade offered by a hotel to a guest who often stays in the hotel is an example of a ________.
A) frequency marketing program
343) Pete Sanchez, a recent graduate of business school, has a different approach than his marketing manager, who
believes in keeping customers at arm's length and using mass media advertising. Pete knows that today few
successful firms still practice true ________.
C) mass marketing
344) Which of the following has NOT contributed to the deeper, more interactive nature of today's customer
relationships?
D) traditional advertising
345) Which of the following best explains why consumers have greater power and control in today's marketplace?
E) Through new communication technologies, customers have more access to information and more methods of
sharing their opinions with other customers.
346) The marketing world is embracing ________ because consumers can wield greater power and control in the
marketplace through communication technologies.
C) customer-managed relationships
347) Greater consumer control means that companies must rely more on marketing by ________ than by ________.
B) attraction; intrusion
348) Which of the following is an example of consumer-generated marketing?
C) MasterCard's use of "Priceless" commercials shot by customers
349) Partner relationship management focuses on working with ________ to bring more value to customers.
A) partners inside and outside of the company
350) In today's world, marketing should be done by ________ employees in an organization.
A) only marketing
B) only marketing, sales, and customer-support
C) only sales and technology
D) only management and marketing
E) all
351) Through ________, many companies today are strengthening their connections to all partners, from providers
of raw materials to components to final products that are delivered to final buyers.
A) supply chain management
352) Suzie Chan strengthens her company's connections by treating suppliers of raw materials, vendors, and
distributors as partners in delivering customer value. What type of management is she practicing?
D) supply chain
353) The final step in the marketing process is ________.
A) capturing value from customers
354) Stew Leonard, the owner of a highly successful regional supermarket chain, reacts adversely to losing a single
customer sale. He feels that this amounts to losing the entire stream of future purchases that a customer is likely to
make if she remains in the area. Stew Leonard's concern is an illustration of which of the following?
D) customer lifetime value
355) When an airline goes after a "share of travel" from its customers, it is attempting to increase __.
B) share of customer
356) Beyond simply retaining good customers, marketers want to constantly increase their "share of customer."
What does this mean in marketing terms?
B) Marketers want to increase the share they get of the customer's purchasing in their product categories.
357) ________ is one of the best ways to increase share of customer.
C) Cross-selling
358) Amazon.com leverages relationships with its 35 million customers by offering them music, videos, gifts, toys,
consumer electronics, and office products, among other items. Based on previous purchase history, the company
recommends related CDs, books, videos, or other products that might interest a customer. This most directly helps
Amazon.com capture a greater ________.
B) share of customer
359) Which of the following is the total combined customer lifetime values of all a company's current and potential
customers?
C) customer equity
360) The ultimate aim of customer relationship management is to produce ________.
A) customer equity
361) A potentially highly profitable, short-term customer is a ________.
B) butterfly
362) Customers can be classified into four relationship groups, according to their profitability and projected loyalty.
Which type of customers have the highest profit potential and strong loyalty?
D) true friends
363) Afia, a team leader in charge of customer relationship management, is planning strategies for improving the
profitability of her firm's least profitable but loyal customers. She is also examining methods for "firing" customers
in this group who cannot be made profitable. To which of the following customer relationship groups do these
customers belong?
D) barnacles
364) Since the beginning of the Great Recession, marketers have been emphasizing the ________ of their products
more than ever.
B) value
365) Which of the following has been the most common consumer response to the economic downturn that began in
2008?
C) spending less and choosing products more carefully
366) Which of the following is a true statement about the Great Recession that began in 2008?
D) Consumers brought spending more in line with their incomes.
367) Which of the following statements about the Internet is most accurate?
C) The Internet makes it easy for consumers to view, interact with, and create marketing content.
368) Which version of the Web has introduced small, fast, and customizable applications that can be accessed
through multifunction mobile devices?
C) Web 3.0
369) Which of the following is currently the fastest-growing form of marketing?
B) online marketing
370) As part of the rapid globalization of today's economy, companies are selling more locally produced goods in
international markets and ________.
B) purchasing more supplies abroad
371) Which of the following is most essential to any definition of marketing?
C) customer relationships
372) Greg Williams now has the buying power to purchase the computer system he has wanted for the last six
months. Greg's want now has become a(n) ________.
C) demand
373) Cathy's Clothes is a small retail chain successfully selling women's clothing and accessories with a profitable
focus on buyers who have relatively modest means. This is an example of ________.
D) target marketing
374) An organic farmer has identified three distinct groups who might be interested in his products: vegetarians,
people who are concerned about chemicals in their foods, and people who consider themselves innovators and
trendsetters. These three groups are examples of ________.
B) market segments
375) Jolene's firm markets preplanning services for a mortician. She finds that most of her target market wants to
avoid discussing their future funeral needs, and she must somehow first get their attention. Jolene's firm most likely
practices the ________.
C) selling concept
376) Henry Ford's philosophy was to perfect the Model-T so that its cost could be reduced further for increased
consumer affordability. This reflects the ________ concept.
B) production
377) Railroads were once operated based on the thinking that users wanted trains rather than transportation,
overlooking the challenge of other modes of transportation. This reflects the ________ concept.
A) product
378) Some fast-food restaurants offer tasty and convenient food at affordable prices, but in doing so they contribute
to a national obesity epidemic and environmental problems. These fast-food restaurants overlook the ________
philosophy.
D) societal marketing concept
379) FedEx offers its customers fast and reliable package delivery. When FedEx customers weigh these benefits
against the monetary cost of using FedEx along with any other costs of using the service, they are acting upon
________.
C) customer-perceived value
380) Sally purchased Brand X lotion. In comparing her perception of how the lotion made her skin feel and look to
her expectations for Brand X lotion, Sally was measuring her level of ________.
B) customer satisfaction
381) The Niketown running club that organizes twice weekly evening runs and follow-up meetings in the Nike Store
is an example of which of the following?
C) a club marketing program
382) Elisandra, a marketing manager at a regional chain restaurant, has decided to sponsor a contest calling for
customers to create commercials for the restaurant. Winning entries will be posted on the organization's home page.
Elisandra's plan is an example of ________.
A) consumer-generated marketing
383) Kao Corp., which makes Ban deodorant, invited teenage girls to make an ad that would encourage other girls to
buy the product. This program is an example of ________.
E) consumer-generated content
384) At Gina's Nails, the posted policy is "Without our customers, we don't exist." Gina and her staff aim to delight
each customer, and they are quick to offer discounts or extra services whenever a customer is anything less than
satisfied. Gina and her staff strive to make every customer a repeat customer. It is most accurate to say that instead
of focusing on each individual transaction, Gina and her staff put a priority on ________.
E) capturing customer lifetime value
385) Ben & Jerry's challenges all stakeholders, including employees, top management, and even ice cream scoopers
in their stores, to consider individual and community welfare in their day-to-day decisions. Actions such as this by
companies seizing the opportunity to do well by doing good reflects ________.
B) social responsibility
386) A church targeting different demographic groups to increase attendance is an example of ________.
B) not-for-profit marketing
387) Your state's department of education has budgeted a significant amount of money for a radio, print, television,
and online advertising campaign emphasizing the long-term benefits, both educationally and professionally, of
reading every day. This is an example of a(n) ________ campaign.
B) social marketing
388) Which of the following is the most likely result of a marketing strategy that attempts to serve all potential
customers?
D) Not all customers will be satisfied.
389) Which of the following reflects the marketing concept?
D) "This is what I want; won't you please make it?"
390) In which of the following situations has a company most actively embraced customer-managed relationships?
C) iRobot invites enthusiastic Roomba owners to develop and share their own programs and uses for the company's
robotic vacuum.
391) When the economy tightens, customer loyalty and customer retention become ________ for marketers.
A) more important
392) You are directed to study the actors close to the company that affect its ability to serve its customers-
departments within the company, suppliers, marketing intermediaries, customer markets, competitors, and publics.
What are you studying?
B) the microenvironment
393) Which of the following terms is used to describe the factors and forces outside marketing that affect marketing
management's ability to build and maintain successful relationships with target customers?
A) the marketing environment
394) You are directed to study the demographic, economic, natural, technological, political, and cultural factors that
are larger societal forces affecting your company. What are you studying?
A) the macroenvironment
395) Which of the following is NOT a type of factor in a company's macroenvironment?
D) competitive
396) All of the groups within a company are called the ________.
C) internal environment
397) Which type of organization helps companies to stock and move goods from their points of origin to their
destination?
B) physical distribution firms
398) Banks, credit companies, insurance companies, and other businesses that help finance transactions or insure
against the risks associated with the buying and selling of goods and services are referred to as ________.
A) financial intermediaries
399) Currently, Diego Calabresa is employed by a firm that conducts marketing research and creates ads for other
companies that target and promote their products to the right markets. Who is Diego's employer?
C) a marketing service agency
400) A(n) ________ is defined as any group that has an actual or potential interest in, or impact on, an organization's
ability to achieve its objectives.
D) public
401) Which of the following is NOT an example of the type of public that is part of a company's marketing
environment?
E) marketing department
402) A radio station that carries news, features, and editorial opinions about your area is which type of public?
B) media
403) A consumer organization, environmental group, or minority group has challenged your firm's stand on a local
issue. Your firm is being challenged by a ________ public.
D) citizen-action
404) Workers, managers, and members of the board are all part of a company's ________ public.
B) internal
405) Percy Original caters to a market of individuals and households that buys goods and services for personal
consumption. Percy Original caters to a ________ market.
D) consumer
406) Which type of market buys goods and services for further processing or for use in the production process?
A) business
407) Which type of market buys goods and services to produce public services or to transfer them to others who
need them?
A) government
408) Rachel Patino works for a wholesale company called Distributors Unlimited. She is responsible for buying and
selling goods at a profit to small retailers. What is her market?
B) reseller
409) Your marketing department is currently researching the size, density, location, age, and occupations of your
target market. Which environment is being researched?
A) demographic
410) The three largest generational groups in America are the baby boomers, Generation X, and ________.
B) Millennials
411) Research has shown that the most important demographic trend in the United States is the ________.
A) changing age structure of the population
412) As a generational group, ________ are the most affluent Americans.
A) baby boomers
413) The youngest of the baby boomers are now in their ________.
C) mid-40s
414) Which of the following descriptions most accurately characterizes the baby boomers?
D) They hold 75% of the country's assets.
415) Which of the following descriptions most accurately characterizes Gen Xers?
B) They were the first generation of latchkey kids.
416) Which demographic group is also referred to as the echo boomers?
B) Millennials
417) Large tween and teen markets belong to which demographic group?
B) Millennials
418) Which of the following descriptions most accurately characterizes Millennials?
A) They are children of baby boomers.
419) Which demographic group is characterized by a total fluency and comfort with computer, digital, and Internet
technology?
B) Millennials
420) Which of the following demographic groups has NOT seen a percentage increase in the past 50 years?
A) women staying at home with their children
421) In 1950, women made up under 40 percent of the workforce; now they make up ________ percent.
E) 59
422) Which of the following is a trend that depicts the increasingly nontraditional nature of today's American
family?
B) the falling percentage of married couples with children
423) Over the past two decades, the U.S. population has shifted most heavily toward the ___ states.
C) Sunbelt
424) Which of the following geographical areas has NOT seen a recent population increase?
D) the Northeast
425) In the 1950s, the American population began shifting from large cities to ________.
D) suburbs
426) An increasing number of American workers currently work out of their homes with technological conveniences
such as PCs, Internet access, and fax machines. These workers are referred to as the ________ market.
B) SOHO
427) Which of the following groups of workers is projected to become smaller over the next ten years?
B) manufacturing workers
428) Which of the following most accurately reflects the popularity of telecommuting?
B) More than half of American businesses currently offer telecommuting programs for their employees.
429) Because of increasing ________, Americans will demand higher quality products, books, magazines, travel,
personal computers, and Internet services.
C) levels of education
430) Which of the following is an accurate statement about the diversity of the American population?
B) More than 12 percent of people living in the United States were born in another country.
431) Of the following, which ethnic minority is expected to be nearly 25% of the U.S. population by 2050?
C) Hispanics
432) With an expected increase in ethnic populations, marketers are likely to place a greater emphasis on ________.
B) targeted advertising messages
433) Of the following diversity segments in the American population, which is currently the largest?
A) adults with disabilities
434) The ________ environment consists of factors that affect consumer purchasing power and spending patterns.
D) economic
435) A country with a(n) ________ economy consumes most of its own agricultural and industrial outputs and offers
few market opportunities.
D) subsistence
436) A country with a(n) ________ economy has rich markets for many different kinds of goods.
A) industrial
437) As a response to the Great Recession, most consumers have ________.
B) adopted back-to-basics spending patterns
438) Value marketing is the strategy of offering consumers ________.
D) reasonable quality at a fair price
439) Which of the following statements about income distribution in the United States is NOT true?
B) In recent decades, the middle class has grown.
440) The natural resources that are needed as inputs by marketers or that are affected by marketing activities are
referred to as the ________.
B) natural environment
441) Which of the following American government agencies is charged with setting and enforcing pollution
standards?
A) the Environmental Protection Agency (EPA)
442) Which of the following has encouraged marketers to go beyond what is required by law and pursue
environmentally sustainable strategies?
C) the green movement
443) Many firms today use RFID technology to ________.
D) track products through various points in the distribution channel
444) Which country leads the world in research and development spending?
E) the United States
445) Which of the following is a result of regulations set up by the Food and Drug Administration and the Consumer
Product Safety Commission?
C) Research costs for companies have grown.
446) Marketers should be aware of laws, government agencies, and pressure groups that influence or limit various
organizations and individuals in a given society. This is most accurately described as the ________ environment.
C) political
447) Even the most liberal advocates of free-market economies agree that the system works best with ________
regulation.
D) at least some
448) Legislation affecting business around the world will continue to ________.
B) increase
449) The legislation created to limit the number of commercials aired during children's programming is called the
________
D) Children's Television Act
450) Business legislation has been created for three basic reasons: to protect companies from each other, to protect
consumers, and to ________.
A) protect the interests of society
451) The recent rash of business scandals and increased concerns about the environment have created fresh interest
in the issues of ________ and ________.
B) ethics; social responsibility
452) A company or association's ________ is designed to help guide responses to complex social responsibility
issues.
A) code of ethics
453) The primary concern for consumers with the boom in Internet marketing is ________.
C) privacy
454) Cause-related marketing is a(n) ________.
C) primary form of corporate giving
455) A society's basic values, perceptions, preferences, and behaviors are all part of its ________ environment.
B) cultural
456) Marketers should understand that a society's core beliefs and values have a high degree of ___.
A) persistence
457) Your company is making negotiations to enter a market in Lower Albania. You would most likely discover that
________ beliefs and values are open to change in this country.
B) secondary
458) A society's ________ are expressed in how people view themselves, organizations, society, nature, and the
universe.
B) cultural values
459) Watching the cultural trends of how people view others, observers have noted an increased interest in
________.
B) going out less and staying home more
460) Trends in people's views of organizations indicate that which of the following has increased in the past twenty
years?
C) distrust in big American businesses
461) Watching the cultural trends of how people view society, observers have noted that since September 11, 2001,
marketers responded to the increased ________ of Americans with special products and promotions.
B) patriotism
462) Which of the following is a potential downside to using patriotic themes in marketing programs?
C) Such promotions can be viewed as attempts to gain from others' triumph or tragedy.
463) The LOHAS market is most closely associated with which of the following cultural trends?
A) environmental sustainability
464) Cultural forecasters have noted a renewed American interest in ________.
D) spirituality
465) Marketers can take a(n) ________ by taking aggressive action to affect the publics and forces in their
marketing environments.
B) proactive stance
466) Which of the following explains why few companies have been successful in shutting down critics who post
complaints on the Web?
A) The criticism is usually interpreted as protected speech.
467) LandPort Transportation and Omega Warehousing move and store the products your company sells. The two
businesses are examples of ________.
D) physical distribution firms
468) Innovations is a producer of electronic circuits that power a variety of technological devices produced by other
companies. Innovations sells its products to ________ markets.
A) business
469) ING, an international insurance and financial services company, is the primary sponsor of the annual New York
City Marathon, which is attended by over one million fans and watched by approximately 300 million viewers
worldwide. The ING logo and name appear throughout the race course. ING most likely sponsors the event in order
to appeal to which type of public?
D) general
470) Noora DeLange is helping her company develop a marketing program for a new product line. The program
involves emphasizing experience over acquisition and uses a marketing pitch that is less overt than the company's
previous programs. The marketing program is most likely designed to appeal to which of the following demographic
groups?
A) Gen Xers
471) Wholesome Soups, a maker of organic soups, is starting a new marketing campaign emphasizing the ease of
preparing and eating Wholesome Soups on the go. Print, television, and Internet ads feature college-aged students
enjoying Wholesome Soups in between classes and during study breaks. Wholesome Soups' new marketing
campaign is most likely aimed at which of the following?
D) Millennials
472) Which of the following demographic trends is likely the most responsible for the increasing number of people
who telecommute?
A) the migration toward micropolitan and suburban areas
473) Chet Hoffman's chain of travel agencies has identified the lesbian, gay, bisexual, and transgender community as
a growing market that spends an increasing percentage of its income on travel. Which of the following would be the
LEAST effective component of a marketing plan for Chet to take advantage of this opportunity?
C) implement a mass marketing campaign
474) With an expected increase in ethnic diversity within the American population, marketers are most likely to
place a greater emphasis on which of the following?
B) differing advertising messages
475) The green movement will likely spark the LEAST interest in which of the following?
D) Internet usage
476) Norma Bernanke is a marketer at a pharmaceutical company that has just developed a new medication to treat
asthma. Which of the following components of the political environment should Norma be LEAST concerned with
as her company begins to develop a marketing plan for the new product?
E) the Nutrition Labeling and Education Act
477) A regional supermarket chain runs print, radio, and television advertisements announcing that 1% of each of its
sales is donated to local after-school programs for underprivileged youth. This is an example of ________
marketing.
A) cause-related
478) Which of the following is an example of a core belief?
A) Marriage is important.
479) Consumers undertaking which of the following would be most likely to be identified as "cocooning" or
"nesting"?
C) having a home entertainment center installed
480) Toyota's Prius was the first mass-produced hybrid vehicle, known for its fuel efficiency and environmental
friendliness. The Prius was initially most likely marketed to which of the following groups?
B) the LOHAS market
481) Assume that you are a manager at a firm that has hired lobbyists to influence legislation affecting your firm's
industry to its advantage. Your firm takes a(n) ________ approach to the marketing environment.
B) proactive
482) Which of the following forces would marketers be MOST likely able to influence?
E) media publics
483) If baby boomers are predictors of where product and service demand will be, increased demands will most
likely be evident in ________ in the upcoming years.
C) financial services
484) Which of the following best explains why Gen Xers who are parents tend to put family before career?
A) Gen Xers were the first generation of latchkey kids.
485) In considering the changing American family, which of the following are marketers likely to consider the
LEAST important?
A) The number of traditional households has increased.
486) Which of the following is the most reasonable to assume as more and more Americans move to "micropolitan
areas"?
C) Micropolitan areas are likely to offer the same advantages as metropolitan areas.
487) As a marketer of pesticides, which of the following should give you the LEAST amount of concern?
D) persistence of cultural values
488) Despite the data glut that marketing managers receive, they are most likely to complain that they lack which of
the following?
A) enough information of the right kind
489) Which of the following statements is NOT true regarding information collected for marketers?
E) Managers have enough of the right information.
490) A marketing information system (MIS) consists of people and procedures to assess information needs,
________, and help decision makers analyze and use the information.
C) develop the needed information
491) The real value of a company's marketing research and information system lies in the ________.
D) quality of customer insights it provides
492) A good MIS balances the information users would _____ against what they really _____ and what is______.
C) like to have; need; feasible to offer
493) In general, marketers must weigh carefully the costs of additional information against the ________ resulting
from it.
B) benefits
494) Diana Dion is currently researching data sources from within her company to make marketing decisions. Diana
is making use of ________ databases.
B) internal
495) Four common sources of internal data include the accounting department, operations, the sales force, and the
________.
C) marketing department
496) Marketing information from which type of database usually can be accessed more quickly and cheaply than
other information sources?
D) internal
497) ________ is the systematic collection and analysis of publicly available information about consumers,
competitors, and developments in the marketing environment.
B) Competitive marketing intelligence
498) Your marketing department is attempting to improve strategic decision making, track competitors' actions, and
provide early warning of opportunities and threats. To achieve this goal, which of the following would be the best
for your department to use?
D) competitive marketing intelligence
499) Which of the following statements regarding competitive marketing intelligence is true?
D) Competitive marketing intelligence relies upon publicly available information.
500) Which of the following is NOT considered a source of competitive marketing intelligence?
D) causal research
501) Which of the following is NOT a potential source for competitive marketing intelligence?
D) collecting primary data
502) Which of the following is an example of a free online database that a company could access in order to develop
marketing intelligence?
D) the U.S. Security and Exchange Commission's database
503) ________ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing
situation facing an organization.
C) Marketing research
504) Which of the following is LEAST likely to be a benefit of conducting marketing research?
C) measuring the effectiveness of pricing and accounting
505) What is the first step in the marketing research process?
B) defining the problem and research objectives
506) Your colleague is confused about using the marketing research process, as he knows that something is wrong
but is not sure of the specific causes to investigate. He seems to be having problems with ________, which is often
the hardest step to take.
C) defining the problem and research objectives
507) Which step in the four-step marketing research process has been left out of the following list: defining the
problems and research objectives, implementing the research plan, and interpreting and reporting the findings?
D) developing the research plan
508) Causal research is used to ________.
A) test hypotheses about cause-and-effect relationships
509) In marketing research, managers often start with ________ research and later follow with ________ research.
A) exploratory; descriptive or causal
510) The objective of ________ research is to gather preliminary information that will help define the problem and
suggest hypotheses.
A) exploratory
511) In the second step of the marketing research process, research objectives should be translated into specific
________.
B) information needs
512) Secondary data consists of information ________.
C) that already exists but was collected for a different purpose
513) Which of the following is information gathered directly from respondents in order to specifically address a
question at hand?
C) primary data
514) Information collected from online databases is an example of ________ data.
B) secondary
515) Nielsen and the MONITOR are two sources that provide ________.
B) secondary data
516) Which form of data below can usually be obtained more quickly and at a lower cost than the others?
D) secondary
517) It is most accurate to say that secondary data are ________.
E) not always very usable E
518) Your assistant wants to use secondary data exclusively for the current research project. You advise him that the
use of secondary data has some potential problems. Which of the following is NOT one of them?
C) It is generally more expensive to obtain than primary data.
519) For primary data to be useful to marketers, it must be relevant, current, unbiased, and ________.
B) accurate
520) Which method would a marketing researcher most likely use to obtain information that people are unwilling or
unable to provide?
A) observational
521) Ethnographic research ________.
B) is gathered where people live and work
522) Which of the following is true of ethnographic research?
B) It is often conducted by trained anthropologists or psychologists.
523) Survey research, though used to obtain many kinds of information in a variety of situations, is best suited for
gathering ________ information.
D) descriptive
524) Fredia Pellerano has just discovered the major advantage of survey research. She reports to her supervisor that
the advantage is its ________.
A) flexibility
525) Survey research is LEAST likely to be conducted through which of the following?
E) observation
526) Experimental research is best suited for gathering ________ information.
B) causal
527) Observational research is best suited for gathering ________ information.
A) exploratory
528) ABC Company has decided to use mail questionnaires to collect data. This method has all the following
advantages EXCEPT which one?
C) has an average response rate
529) Which of the following contact methods has the poorest response rate?
A) mail
530) Which of the following has the highest rating for speed of data collection and compilation?
D) Internet surveys
531) Which of the following is NOT a disadvantage of telephone interviews?
D) Interviewers can explain some questions and probe more deeply on others.
532) Which of the following contact methods is generally the LEAST flexible?
A) mail
533) Which form of marketing research is flexible, allows for explanation of difficult questions, and lends itself to
showing products and advertisements?
A) individual interviewing
534) A consumer is most likely to be paid a small fee for participating in which of the following?
D) a focus group interview
535) Focus group interviewing is a ________ research tool for gaining insights into consumer thoughts and feelings.
C) qualitatitve
536) Focus group interviewing has become one of the major marketing research tools for getting insight into
consumer thoughts and feelings. However, if the sample size is too small, it is likely to be difficult to ________.
D) generalize from the results
537) Which of the following is a disadvantage of online focus groups?
B) The Internet format can lack the real-world group dynamics of in-person focus groups.
538) Which of the following is NOT an advantage of Web-based research?
D) control over who respondents are
539) Researchers generally need to ask three questions when developing a sampling plan. Which of the questions
below is one of these three?
D) How should participants be chosen (sampling procedure)?
540) What is a major drawback of probability sampling?
A) It can be time consuming.
541) What are the two main types of research instruments used to collect primary data?
B) questionnaires and mechanical devices
542) The most common research instrument used is the ________.
C) questionnaire
543) Which of the following is the best advice about creating research questionnaires?
A) Use simple and direct language.
544) After a research instrument is selected, the next step in the marketing research process is ________.
C) implementing the research plan
545) AMF Research Group must guard against problems during the implementation phase of marketing research for
its clients. Which of the following is NOT a problem that should be anticipated during this phase?
D) interpreting and reporting the findings
546) Typically, customer information is buried deep in separate databases, plans, and records of many different
company functions and departments. To overcome such problems, which of the following should you try?
C) customer relationship management
547) Which of the following is true about customer relationship management (CRM)?
D) Its aim is to maximize customer loyalty.
548) What is the purpose of a data warehouse?
B) to gather and integrate information a company already has
549) In CRM, ________ techniques are used to sift through data and dig out interesting findings about customers.
B) data mining
550) A successful CRM program can be expected to help a company achieve all of the following EXCEPT ____.
D) understanding the competition better
551) Marketing information is only valuable when it is used to ________.
E) make better marketing decisions
552) Which of the following provides those within the company ready access to company research information,
stored reports, shared work documents, contact information for employees and other stakeholders, and more?
A) an intranet
553) When managers use small convenience samples such as asking customers what they think or inviting a small
group out to lunch to get reactions, they are using ________.
B) informal surveys
554) Small organizations can obtain, with relatively little effort, most of which type of data available to large
businesses?
E) secondary
555) You have been asked to locate secondary data for your small organization's research needs. Which of the
following is NOT a common source for this type of research?
D) online surveys
556) Because of the scarcity of good secondary data, international researchers often must collect their own primary
data. An initial problem with this collection is developing good ________.
A) samples
557) Cultural differences, especially those involving language, can add to research costs in foreign markets and can
increase the ________.
A) risk of error
558) Anna Gregory just read a marketing research report about the top 25 countries that purchase American
products. What would the report most likely say about international research involving these countries?
D) Despite the costs of international research, the costs of not doing it are higher.
559) Choose the statement that is NOT a typical consumer concern about intrusion on consumer privacy.
D) Marketers make too many products and services available, creating unnecessary consumer wants.
560) The best approach for researchers to take to guard consumer privacy includes all of the following EXCEPT
which one?
D) Sell the information only when it is financially worthwhile.
561) Many major companies have created the position of ________ to address concerns about the privacy of
customers.
C) chief privacy officer
562) To address concerns about the misuse of research study findings, several highly regarded marketing
associations have developed ________.
D) codes of research ethics
563) Frito-Lay's ________ gathers daily sales data and sorts it by product line and by region. The marketing
managers use the data to evaluate the market share of different Frito-Lay products compared to one another and to
competing snack foods in each region where the company does business.
D) marketing information system
564) You want to observe how often consumers listen to music throughout their day and what different audio
devices they use. You are also interested in how consumers store and access their own music collections. You should
conduct ________ research.
E) exploratory
565) You are about to test the hypothesis that sales of your product will increase at a very similar rate at either a $5
drop in unit price or a $7 drop in unit price. You are involved in what type of research?
C) causal
566) Which type of research would be best suited for identifying which demographic groups prefer diet soft drinks
and why they have this preference?
B) descriptive
567) Nathan Zabalas owns a regional chain of drug stores. Before expanding nationwide, Nathan is conducting
marketing research to determine the best options for opening new stores. He plans to start by collecting secondary
data. Which of the following is NOT a source of secondary data that Nathan might use?
C) online questionnaires
568) Walmart sends a trained observer to watch and interact with customers as they shop in a Walmart store. This is
an example of ________.
C) ethnographic research
569) When ZIBA designers looking for ideas on how to craft a shower-cleaning tool spent 10 days in people's
homes, watching consumers wash shower stalls, they were conducting ________ research.
D) ethnographic
570) Carls Jr. came out with a new hamburger and released it in two different cities with two different price points.
Marketers at Carls Jr. then analyzed the different levels of purchase made at the two different price points, planning
on using the information to help them set a nationwide price for the new offering. This is an example of ________.
D) experimental research
571) Juanita Petino operates a dress shop in a suburban mall. Her research budget is very small, so she utilizes low-
cost or no-cost methods to gather research data. One method that works very well for her is to change the themes in
her local newspaper and radio advertising and watch the result. Juanita is using ________ to gather data for
marketing decisions.
B) experimental research
572) Maryann Rose is conducting research to determine consumers' personal grooming habits. Because of the
personal nature of the survey questions about this topic, Maryann wants to select the contact method that is most
likely to encourage respondents to answer honestly and that will allow her to easily collect large amounts of data.
Which contact method should Maryann select?
A) mail questionnaires
573) Tasoula Jeannopoulos has a limited budget for the market research she needs to conduct; however, the sample
size for her research is quite large. Which of the following methods of contact would provide Tasoula with the most
cost-effective way to reach a large sample of potential customers?
C) Internet surveys
574) Del Monte has created a(n) ________ called "I Love My Dog"; this online community allows company-
selected dog enthusiasts to complete product-related polls, chat with product developers, and provide feedback about
specific products.
B) custom social network
575) You have decided to use only open-ended questions on your survey. Which of the following questions would
NOT be found on your survey?
B) How many cars does your family own?
576) You have decided to use only closed-ended questions on your survey. Which of the following questions would
NOT be found on your survey?
D) What do you like about your teacher?
577) Loft Industries sells roof trusses to contractors and builders and would like to conduct research to determine
how customers assess customer service. Which of the following research instruments would be best for this firm?
C) questionnaires
578) As a small business consultant, you recommend to your clients that they use no-cost methods of observation to
gather market research. Which of the following are you NOT likely to recommend your clients do?
D) hire additional staff to observe extensively
579) For a small business manager deciding where to relocate within the city, relevant research will LEAST likely
include ________.
E) options for repackaging the company's products
580) Marialba Hooper is conducting marketing research for a company that is investigating the possibility of
entering multiple international markets. As Marialba plans her research in 30 different countries, upon which of the
following is she LEAST likely to rely?
A) free secondary data
581) Malaya Ramirez is organizing marketing research in Central American countries for a large American
corporation that is interested in expanding its market. The survey Malaya is using was written in English and then
translated into Spanish for use by Spanish-speaking respondents. Which of the following is it most important for
Malaya do before administering this questionnaire to a sample of the market?
D) have the questionnaire translated back into English to check for accuracy
582) You want to find out whether Americans between 21 and 40 years of age tend to vote Democratic and whether
Americans between 41 and 70 tend to vote Republican. You will most likely use a ________ to collect your data.
C) stratified random sample
583) Michael Quinones is a customer service agent for a national car rental business. He has access to the company's
intranet, which provides performance reports, shared work documents, contact information, and detailed information
about customers. Which of the following is this access most likely to enable Michael to do during interactions with
customers?
D) reward customer loyalty with an upgrade or discount
584) ________ is never simple, yet understanding it is the essential task of marketing management.
D) Buying behavior
585) The consumer market is made up of which of the following?
A) individuals who acquire goods or services for personal consumption
B) households that purchase goods or services for personal consumption
D) A and B
586) Economic, technological, and cultural forces are all ________ in the stimulus-response model of buyer
behavior.
B) stimuli
587) Of the following, the best starting point for understanding how consumers respond to various marketing efforts
is the ________ model of a buyer's behavior.
D) stimulus-response
588) Marketing stimuli consist of the four Ps. Which is NOT one of these?
B) politics
589) The marketer wants to understand how the stimuli are changed into responses inside the consumer's ________,
which has two parts. First, the buyer's characteristics influence how he or she perceives and reacts to the stimuli.
Second, the buyer's decision process itself affects the buyer's behavior.
B) black box
590) In the model of buyer behavior, which of the following is NOT a major type of force or event in the buyer's
environment?
D) channel
591) ________ is the most basic cause of a person's wants and behavior.
A) Culture
592) Each culture contains smaller ________, or groups of people with shared value systems based on common life
experiences and situations.
C) subcultures
593) Which of the following is NOT considered an important American subculture by marketers?
D) opinion leaders
594) This group of consumers tends to buy more branded products and to make shopping a family event, with
children having a big say in the purchase decision. In general, they are very brand loyal, and they favor companies
who show special interest in them.
A) Hispanic Americans
595) ________, the fastest-growing U.S. population subsegment, now number nearly 50 million.
B) Hispanic Americans
596) Although more price-conscious than other population segments, ________ consumers tend to be strongly
motivated by quality and selection. Brands are important. They seem to enjoy shopping more than other ethnic
groups do.
B) African American
597) ________, the most affluent American demographic segment, now have more than $500 billion in annual
spending power.
C) Asian Americans
598) Which of the following is NOT true of mature consumers?
D) They place more importance on brand names and are more brand loyal than members of other age groups.
599) ________ are society's relatively permanent and ordered divisions whose members share similar values,
interests, and behaviors.
A) Social classes
600) What is one way that social class is NOT measured?
D) number of children in the family
601) Which of the following statements is true regarding social class in the United States?
C) Social classes tend to show distinct product preferences in clothing and automobiles.
602) Family is one of the ________ factors that influence consumer behavior.
B) social
603) ________ are groups to which an individual wishes to belong, as when a young basketball player hopes to play
someday for the Los Angeles Lakers.
B) Aspirational groups
604) ________ are people within a reference group who, because of special skills, knowledge, personality, or other
characteristics, exert influence on others.
A) Opinion leaders
605) Opinion leaders are also referred to as ________.
A) the influentials
606) Many companies, such as JetBlue and Sony, enlist everyday consumers who are enthusiastic about their brands
to become ________, brand ambassadors who share their passion for a company's products with large circles of
friends and acquaintances in return for insider knowledge and other rewards.
B) brand evangelists
607) Companies that use brand ambassadors are participating in ________.
C) buzz marketing
608) Facebook and Second Life are both examples of ________.
C) social networks
609) The ________ is the most important consumer buying organization in society; the roles and influences of
different members have been researched extensively.
A) family
610) A ________ consists of the activities people are expected to perform according to the persons around them.
B) role
611) A buyer's decisions are influenced by ________ such as the buyer's age and life-cycle stage, occupation,
economic situation, lifestyle, and personality and self-concept.
A) personal characteristics
612) People change the goods and services they buy over time because of the two changing factors of ______.
C) age and life-cycle stage
613) Consumer information provider PersonicX uses a life-stage segmentation system that places U.S. households
into one of 21 different life-stage groups. Which of the following PersonicX groups consists of young, energetic,
well-funded couples and young families who are busy with their careers, social lives, and active recreation?
A) Taking Hold
614) ________ is a person's pattern of living as expressed in her psychographics, including her activities, interests,
and opinions.
C) Lifestyle
615) All of the following make up a person's lifestyle EXCEPT ________.
C) dissonance-reducing buying behavior
616) All of the following make up a person's lifestyle EXCEPT ________.
C) dissonance-reducing buying behavior
617) ________ refers to the unique psychological characteristics that distinguish a person or group. It is usually
described in traits such as self-confidence, dominance, sociability, autonomy, defensiveness, adaptability, and
aggressiveness.
D) Personality
618) Researchers have found that a number of well-known brands tended to be strongly associated with one
particular trait, such as Jeep with "ruggedness." Which of the following terms would a marketer use to describe a
specific mix of human traits that may be attributed to a particular brand?
C) brand personality
619) Many marketers use the self-concept premise that people's possessions contribute to and reflect their identities;
that is, "we are what we have." According to this premise, consumers ________.
A) buy products to support their self-images
620) A person's buying choices are influenced by four major psychological factors. Which is NOT one of these
factors?
C) alternative evaluation
621) A ________ is a need that is sufficiently pressing to direct a person to seek satisfaction.
D) motive
622) According to Freud's theories, people are ________ many of the psychological forces shaping their behavior.
A) unaware of
623) The term ________ refers to qualitative research designed to probe consumers' hidden, subconscious
motivations.
C) motivation research
624) A marketing research company asked members of a focus group to describe several brands as animals. This is
an example of ________.
B) interpretive consumer research
625) Maslow's theory is that ________ can be arranged in a hierarchy.
D) human needs
626) Which of the following is NOT part of Maslow's Hierarchy of Needs?
C) stimulus needs
627)What is the LEAST pressing in Maslow's Hierarchy of Needs?
D) self-actualization needs
628)________ is the process by which people select, organize, and interpret information to form a meaningful
picture of the world.
B) Perception
629) People cannot focus on all of the stimuli that surround them each day. A person's tendency to screen out most
of the information to which he is exposed is called ________.
D) selective attention
630) People tend to interpret new information in a way that will support what they already believe. This is called
________.
B) selective distortion
631) People forget much that they learn. They tend to retain information that supports their attitudes and beliefs.
This is called ________.
B) selective retention
632) Some consumers worry that they will be affected by marketing messages without even knowing it. They are
concerned about ________ advertising.
B) subliminal
633)________ describes changes in an individual's behavior arising from experience.
B) Learning
634) Learning occurs through the interplay of all of the following EXCEPT ________.
D) dissonance behavior
635)________ are subtle stimuli that determine where, when, and how a person responds to an idea.
A) Cues
636) If a consumer's experience is rewarding, that consumer will probably use the product more and more. The
consumer's response to the product will be ________.
C) reinforced
637)Applying ________, marketers can affect demand for a product by associating it with strong drives, using
motivating cues, and providing positive reinforcement.
C) learning theory
638)A(n) ________ is a descriptive thought that a person has about something.
C) belief
639) A(n) ________ is a person's relatively consistent evaluations, feelings, and tendencies toward an object or idea.
D) attitude
640) When consumers are highly involved with the purchase of an expensive product and they perceive significant
differences among brands, they most likely will undertake ________.
B) complex buying behavior
641) When consumers are highly involved with the purchase of an expensive, infrequent, or risky purchase but see
little difference among brands, they most likely will undertake ________.
D) dissonance-reducing buying behavior
642) When customers have a low involvement in a purchase but perceive significant brand differences, they will
most likely engage in ________.
D) variety-seeking buying behavior
643)The buyer decision process consists of five stages. Which of the following is NOT one of these stages?
C) variety-seeking buying behavior
644) The buying process starts with ________, in which the buyer recognizes a problem.
A) need recognition
645)If the consumer's drive is strong and a satisfying product is near at hand, the consumer is likely to buy it then. If
not, the consumer may store the need in memory or undertake a(n) ________.
D) information search
646) The consumer can obtain information from any of several sources. Which of the following is NOT one of these
types of sources?
C) attitude
647) The information sources that are the most effective at influencing a consumer's purchase decision are
________. These sources legitimize or evaluate products for the buyer.
D) personal
648) Marketers describe the way a consumer processes information to arrive at brand choices as ________.
A) alternative evaluation
649) Blake is in the process of buying a new car. He is highly involved in the purchase and perceives significant
differences among his three favorite models. Blake's next step is most likely to be ________.
B) alternative evaluation
650) Generally, the consumer's purchase decision will be to buy the most preferred brand, but two factors can come
between the purchase intention and the purchase decision. Which of the following is one of these factors?
B) attitude of others
651) After the purchase of a product, consumers will be either satisfied or dissatisfied and engage in ______.
C) postpurchase behavior
652) The relationship between the consumer's expectations and the product's ________ determines whether the
buyer is satisfied or dissatisfied with a purchase.
A) perceived performance
653) Almost all major purchases result in ________, or discomfort caused by postpurchase conflict.
B) cognitive dissonance
654) When a customer feels uneasy about losing out on the benefits of a brand she chose not to purchase, she is
experiencing ________.
D) cognitive dissonance
655) Consumers learn about new products for the first time and make the decision to buy them during the ________.
B) adoption process
656) Which of the following is NOT one of the stages that customers go through in the process of learning about and
making decisions about a new product or service?
D) acceptance
657) Which of the following is the final stage in the new product adoption process?
B) adoption
658)Relative advantage, compatibility, complexity, divisibility, and communicability are all examples of _____.
C) product characteristics that influence rate of adoption
659) Generation Xers, who were born between 1965 and 1976, share the childhood experiences of higher parental
divorce rates, recession, and corporate downsizing. They tend to care about the environment and value experience
over acquisition. Generation Xers make up a ________.
A) subculture
660) A shoe company uses ads featuring the members of a country music band with the hope that the band's fans
will see them wearing the company's shoes and want to wear the same shoes. The shoe company is hoping that fans
of the band view the band as a ________.
B) reference group
661) Rashmi Singh always knows about the trendiest fashions. She actively shares her knowledge with a wide group
of friends and colleagues about where to shop for cutting-edge fashion at great deals, and her advice is often
followed. Rashmi is an example of a(n) ________.
C) opinion leader
662) Shane Sudendorf is an active member of her sorority, two intramural teams, and a service organization at her
college. She also actively participates on two online social networks, posting information about her day along with
her thoughts on music, food, fashion, and culture. From this description, which of the following is the best way to
describe Shane?
A) an opinion leader
663) There is a trend in the United States toward rediscovering the flavor of regional cooking and the use of locally
grown ingredients. People are choosing to spend hours in the kitchen using only the freshest ingredients to recreate
local culinary traditions. This change in ________ is one of the reasons the number of farmers markets in the United
States has increased by 70 percent in the last eight years.
C) lifestyle
664) According to one analyst, a Harley-Davidson motorcycle can make you feel like "the toughest, baddest guy on
the block." Harley-Davidson promotes its motorcycles with images of independence, freedom, and power. Harley-
Davidson has created a(n) ________.
D) brand personality
665) A marketer of hair care products targeted at African American women created an advertising message that told
the women their hair could be worn any way they wanted as opposed to wearing it straight. The message suggested
the women did not need to conform to the mainstream media definition of beauty. It is most accurate to say that this
ad was based on an understanding of ________.
C) self-concept
666) Mark has long supported the actions and decisions of his city's mayor. However, many recent news stories have
raised questions about the ethics of the mayor's programs and initiatives. Mark doubts that the mayor, in whom he
has such faith, could behave unethically, and Mark tends to distrust the information in the media. Mark continues to
support the mayor. It is most accurate to say that Mark has engaged in ________.
A) selective distortion
667) Juana looked at her September issue of O magazine and did not see anything of interest. After her mother was
diagnosed with bipolar disorder, she found the issue extremely interesting because it offered advice on how to help
people who are suffering from this problem. The issue became quite interesting to Juana due to ________.
C) selective attention
668) Bob's job description had been changed. The rationale for the changes made no sense to Bob when they were
explained. Bob continued to perform most of his job duties as usual. He has engaged in ________.
D) selective attention
669) Stephanie and Jamal attended a sales seminar. Both left the seminar with differing opinions about what was
important to implement in their jobs. Both used the information in different ways, according to what each already
believed was important. They have engaged in ________.
A) selective distortion
670) George is buying his first house. He has found two houses that he thinks he likes. He is highly involved in the
purchase and perceives significant differences between these two houses. George will likely undertake __
B) complex buying behavior
671) Pat thought he had received the best deal on his new car. Shortly after the purchase, Pat started to notice certain
disadvantages of his new car as he learned more about other cars available. Pat is experiencing ________.
C) postpurchase dissonance
672) For the past 10 years Bill and Margaret Kennedy have saved money to go to the Super Bowl should their team,
the Chicago Bears, ever win the NFC championship. This is the year, and several tour companies offer attractive, but
very similar, packages to the game. They want to be certain to choose the best one. Bill and Margaret are most likely
to exhibit ________.
B) dissonance-reducing buying behavior
673) Carrie tends to purchase various brands of bath soap. She has never been loyal to a specific brand; instead, she
does a lot of brand switching. Carrie exhibits ________.
D) variety-seeking buying behavior
674) Lexus works to keep customers happy after each sale, aiming to delight the customer in order to gain a
customer for life. In this pursuit, Lexus is focused on which step of the buyer decision process?
E) postpurchase behavior
675) An invitation to go skiing for the weekend forced Donna to look at her current wardrobe. She decided she
needed a much warmer coat. Donna was in which stage of the purchase decision?
C) need recognition
676) Donna wants to buy a new coat. During the ________ stage of her purchase process she will ask her friends to
recommend a store and/or a style of coat. She will search the newspaper for coat sales, and she will visit nearby
stores to see what is available in her price range.
D) information search
677) Robert has taken up bicycle riding as a hobby and as a way to maintain his physical stamina. He understands he
will need to drink adequate water when he is bike riding. He wants to buy a hydration system. Having gathered a
great deal of information, he has decided to compare three systems: Waterbags for Roadies, Supertanker
Hydropacks, and Fast Water. Robert is in the ________ stage of his purchase decision.
B) evaluation of alternatives
678) Leona purchased two bottles of wine from vineyards in Australia. When asked her opinion of the wine, she said
the burgundy wine tasted like alcoholic grape juice, but the Chablis had a crisp taste that she really enjoyed. These
statements were made during the ________ stage of the purchase decision.
E) postpurchase behavior
679) Cameron loves to know about and purchase the most up-to-date technological gadgets. Among his friends, he is
almost always the first to own the newest electronic product. Often the products that Cameron buys become adopted
by large groups of consumers, but occasionally Cameron will purchase a product that is adopted by only a small
portion of the population. To which of the following adopter groups does Cameron belong?
A) innovator
680) Which of the following would a marketer be LEAST likely to do to encourage habitual buying behavior?
D) stress several key points in ad copy
Case study: BEE
Physiological Needs: Bee Play Gym can cater to basic physiological needs by providing clean, comfortable spaces
with proper ventilation, air conditioning, and hydration stations. They could also offer a snack bar with healthy food
options for both children and parents, ensuring families feel physically comfortable during their stay. Besides,
Spaces like rest areas or lounges for parents allow them to relax while their children play, enhancing the overall
convenience and comfort of visiting Bee Play Gym.
Safety Needs: Bee Play Gym can emphasize safety by using high-quality, child-safe materials and equipment in the
play areas. Features such as padded floors, secure climbing structures, and regular safety checks can reassure parents
that their children are in a safe environment. It should also have trained staff members to supervise children and
assist with activities would add an extra layer of security. Additionally, installing cameras and implementing
controlled access points can help ensure that only authorized individuals are allowed in, providing peace of mind for
parents.
Social Needs: Interactive Play Spaces: By designing interactive and group-oriented play spaces, Bee Play Gym can
encourage children to make friends and engage in collaborative play. Activities like group games, team-based
challenges, and shared play areas would help children build social connections. Community Events: Bee Play Gym
could organize regular events or workshops for families, creating a sense of community among parents and children.
These events could include family-friendly activities, allowing parents to connect with others and feel a sense of
belonging.
Esteem Needs: Providing activities that promote children’s confidence and independence can help fulfill esteem
needs. Bee Play Gym could offer skill-building play areas (like obstacle courses or creative stations) that allow
children to achieve small "wins" and feel proud of their accomplishments.Staff members can be trained to encourage
and praise children, building their confidence and self-esteem. Programs or certificates for completed activities
could further boost children’s sense of achievements. Bee Play Gym could offer memberships or loyalty programs,
giving parents recognition for their engagement and commitment. Exclusive benefits or member-only events can
create a sense of appreciation and esteem for parents as well.
Self-Actualization Need: Bee Play Gym could provide spaces and programs that allow children to explore their
creativity and develop new skills. For example, they might offer arts and crafts, storytelling sessions, or music and
movement classes. These activities would enable children to discover and develop their interests, which is central to
self-actualization. By fostering an environment where children are free to express themselves, Bee Play Gym helps
each child explore their unique potential. Flexible play options and a variety of activity choices enable children to
pursue what excites them the most.
Explain "customer relationship management" (CRM). Give at least one example of CRM.
- Customer relationship management, or CRM, is the set of procedures, tactics, and tools used by businesses
to track and evaluate consumer data and interactions across the course of the customer lifecycle. The goal
is to improve customer service relationships and assist with customer retention and drive sales growth.
CRM technology helps companies stay connected to customers, streamline processes, and improve
profitability. CRM tools can unify customer and company data from many sources and even use AI
(artificial intelligence) to help better manage relationships across the entire customer lifecycle, spanning
departments like marketing, sales, digital commerce, and customer service interactions.
- Example: Starbucks has a loyalty program called the Starbucks Rewards program. Customers can
download the Starbucks app, register for the program, and start earning points (called "Stars") for every
purchase they make. These Stars can then be redeemed for free drinks, food items, or other rewards. Based
on customer purchase history, Starbucks can send personalized offers through the app, like discounts on
favorite items or recommendations for new products. This encourages customers to return and try new
items, boosting customer engagement and satisfaction. Besides, Starbucks collects data on customer
preferences, purchase frequency, and spending patterns. By analyzing this data, they can understand
customer behavior, segment their audience, and tailor marketing efforts to different customer groups. By
offering exclusive rewards and points for each purchase, Starbucks encourages customers to return
regularly to accumulate points and redeem rewards. This creates loyalty, as customers feel they are getting
more value for their purchases. Starbucks also uses the app as a platform for customer feedback, allowing
customers to share suggestions or report issues, which helps Starbucks improve its services and respond to
customer needs quickly.
- Through the Starbucks Rewards program, Starbucks strengthens its relationship with customers, increases
customer retention, and enhances the overall customer experience, demonstrating the effectiveness of
CRM.
Case 2: Feel Good Wellness Massage Sarah
Sarah’s promotional mix at Feel Good Wellness Massage effectively combines several strategies to connect with her
local community and attract new clients. She uses business cards to create a personal, professional connection with
clients, sharing her contact information and encouraging word-of-mouth referrals, which are especially impactful in
a service-oriented field like massage therapy. Referrals are a cornerstone of her approach, as satisfied clients’
personal recommendations foster trust and help her reach new customers. Local newspaper ads further her reach
within the community, enhancing visibility among those seeking wellness services. She also advertises in high
school sports programs, targeting families and sports enthusiasts who may benefit from her sports massage services,
aligning with her presence at local events like races and fairs.
To strengthen her promotional mix, Sarah could explore additional strategies. Social media marketing on platforms
like Instagram and Facebook would allow her to showcase her services visually, share testimonials, and attract a
broader audience through targeted advertising. An email marketing campaign could keep clients informed of new
services, seasonal promotions, and exclusive discounts, fostering loyalty and encouraging repeat business.
Implementing a loyalty program could further drive customer retention by offering discounts or free services after a
set number of visits, incentivizing repeat visits and referrals. Lastly, collaborations with local businesses such as
gyms, yoga studios, and wellness centers would enable her to reach new clients through partnerships, potentially
offering special rates or combined service packages that appeal to shared customer bases.