1. Which of the following has NOT contributed to the deeper, more interactive
nature of today's customer relationships? A) e-mail B) video sharing C) online social networks D) traditional advertising
2. Which of the following best explains why consumers have greater power and
control in today's marketplace?
A) Through new communication technologies, customers have more access to
information and more methods of sharing their opinions with other customers.
B) Implementation of the product concept has resulted in continually improving products.
C) Customer-driven marketing creates products and services that meet customers' future needs.
D) The production concept and competition have lowered prices.
3. Customer-driven marketing usually works well when ________ and when customers ________.
A) a need exists; don't know what they want
B) a firm can deliver the goods desired; are thoroughly researched
C) a clear need exists; know what they want
D) customers know what they want; are loyal to the brand
4. 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. A) customer-driven B) customer-driving C) social D) donor
5. The three areas of consideration that should be balanced in the societal
marketing concept are consumer wants, society's interests, and ________. A) human welfare B) company profits C) short-run wants D) want satisfaction
6. The set of marketing tools a firm uses to implement its marketing strategy is called the ________. A) promotion mix B) product mix C) TQM D) marketing mix
7. 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 ________ and are instead turning to selective relationship management. A) club marketing B) mass marketing C) market segmentation D) frequency marketing
8. Which of the following can be a company division, a product line within a
division, or sometimes a single product or brand? A) an SBU B) the BCG C) a value delivery network D) a market
9. After management has identified the key businesses making up its company,
what is the next step in portfolio analysis?
A) identifying businesses in which to invest
B) completing short-range planning C) identifying SBUs
D) assessing the attractiveness of its SBUs
10. In the BCG approach, ________ are high-share, high-growth businesses or
products. They need heavy investment to finance rapid growth. When their growth
slows down, they turn into ________. A) stars; question marks B) dogs; cash cows C) stars; cash cows D) question marks; dogs
11. Starbucks has introduced a debit card that lets customers prepay for coffee and
snacks. This effort by Starbucks management is an example of ________. A) market development B) product development C) diversification D) market penetration
12. Starbucks Coffee has recently begun selling and playing compilation CDs and
is supporting its own XM satellite radio station. This represents which strategy for growth? A) product development B) diversification C) market penetration D) market development
13. Lucy Ortiz is preparing a PowerPoint presentation of the marketing process to
show at a sales meeting. ________ should appear in the center of her diagram
depicting marketing strategies and the marketing mix. A) Sales goals B) Company objectives C) Customer retention rates
D) Customer value and relationships
14. Your firm is attempting to divide up the total market to determine the best
segments it can serve. Which is the correct order of doing so?
A) marketing market segmentation, target marketing, market positioning
B) market positioning, market segmentation, target marketing
C) target marketing, market positioning, market segmentation
D) market segmentation, market positioning, target
15. In SWOT analysis, which of the following refers to factors in the external environment? A) strengths B) opportunities C) trends D) strategies
16. Value marketing is the strategy of offering consumers ________.
A) high quality at a high price
B) luxury quality at a high price
C) lesser quality at a low price
D) reasonable quality at a fair price
17. The natural resources that are needed as inputs by marketers or that are affected
by marketing activities are referred to as the ________. A) raw material market B) natural environment C) endangered environment D) green movement
18. The recent rash of business scandals and increased concerns about the
environment have created fresh interest in the issues of ________ and ________.
A) ethics; social responsibility
B) management ethics; insider trading
C) finances; employee discrimination
D) ethics; promotion responsibility
19. Cause-related marketing is a(n) ________. A) response to customer needs
B) primary form of environmental awareness
C) response to corporate legislative problems
D) primary form of corporate giving
20. Del Monte has created an ________ 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. A) online experiment B) immersion group C) online social network D) Internet survey
21. In marketing research, the ________ phase is generally the most expensive and most subject to error. A) exploratory research B) planning C) interpreting the findings D) data collection
22. Diana Dion is currently researching data sources from within her company to
make marketing decisions. Diana is making use of ________ databases. A) online B) internal C) external D) public
23. 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. A) survey B) experimental C) secondary D) ethnographic
24. 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 ________. A) observational research B) behavioral research C) experimental research D) qualitative research
25. 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. A) culture B) lifestyle C) belief D) black box
26. Each culture contains smaller ________, or groups of people with shared value
systems based on common life experiences and situations. A) alternative evaluations B) subcultures C) motives D) cognitive dissonances
27. 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 B) reference groups C) perceptions D) attitudes
28. A customer's lifestyle can be measured by using the AIO dimensions. What does AIO stand for?
A) Acknowledgements, Interests, Observations
B) Achievement, Involvement, Organizations
C) Accommodation, Investment, Orientation
D) Activities, Interests, Opinions
29. Many marketers use the self-concept premise that people's possessions
contribute to and reflect their identities; that is, "we are what we have." Under this premise, consumers ________.
A) are attracted to products that fit in with their existing attitudes B) use brand personalities
C) buy products to support their self-images
D) are affected by subconscious motivations
30. Consumers learn about new products for the first time and make the decision to buy them during the ________. A) need recognition stage B) trial process C) evaluation process D) adoption process
31. A marketing research company asked members of a focus group to describe
several motorcycle brands as animals. This is an example of ________. A) hierarchical needs analysis
B) interpretive consumer research C) status influence D) buzz marketing
32. Juana looked at her September issue of
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 ________. A) selective attention B) social factors C) the hierarchy of needs D) subliminal messaging
33. 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 ________.
A) variety-seeking buying behavior
B) dissonance-reducing buying behavior C) opinion leadership D) complex buying behavior
34. 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 ________. A) postpurchase culture B) selective perception C) postpurchase dissonance D) purchase decision
35. When New Port Shipping uses segmented marketing, it targets several
segments and designs separate offers for each one. This approach is called ________ marketing. A) differentiated B) niche C) target D) undifferentiated
36. Today, the low cost of setting up shop ________ makes it even more profitable to serve very small niches. A) in malls in major cities B) in mail-order catalogs C) far from competitors D) on the Internet
37.When Wal-Mart customizes its merchandise store by store to meet shopper
needs, it is practicing ________. A) local marketing B) psychographic marketing C) social segmentation D) niche marketing
38. When Pacific Fisheries groups its customers as countries by regions such as
Asia, Australia, or New Zealand, it is using which segmenting base? A) economic factors B) political and legal factors C) demographics D) geographic location
39. ________ 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. A) Specialty products B) Line extensions C) Unsought products D) Shopping products
40. ________ 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. A) Packaging B) Positioning C) Total quality management D) Product quality
41. At the very least, the ________ identifies the product or brand. It might also
describe several things about the product and promote the brand. A) label B) social marketing C) package D) line extension
42. An alternative to product line stretching is ________, adding more items within
the present range of the line. A) product mix B) product line filling C) co-branding D) interactive marketing
43. ________ occur(s) 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) Service variability B) Product mix C) Interactive marketing D) Line extension
44. ________ occurs when two established brand names of different companies are used on the same product. A) A brand extension B) Co-branding C) Internal marketing D) Brand equity
45. A hickory rocking chair, handmade by an Amish woodcarver in Lancaster,
Pennsylvania, from locally grown wood is an example of a(n) ________. A) convenience product B) shopping product C) augmented product D) specialty product
46.Joe Blanco, like other producers, has discovered that his intermediaries usually
offer his firm more than it can achieve on its own. Which of the following is most
likely an advantage that Joe creates by working with intermediaries? A) scale of operation B) fast service
C) working relationships with foreign distributors D) financial support
47. Which of the following is NOT a key function that intermediaries play in
helping to fulfill a completed transaction? A) storing goods B) risk taking C) financing D) promotion
48. To a producer of goods, a greater number of channel levels means ________
and greater channel complexity.
A) less distance between producer and end consumer B) higher taxes C) less control D) more potential ideas
49. Historically, conventional channels have lacked the leadership to ________.
A) assign channel member roles and attain efficiency
B) assign member roles and manage conflict