Reference no: EM13736662

Question 1 
Relative advantage, compatibility, complexity, divisibility, and communicability are all examples of ________.
individual differences in innovativeness
product characteristics that influence rate of adoption
alternative evaluation
postpurchase behavior
dissonance-reducing buying behavior

Question 2 
Consumers learn about new products for the first time and make the decision to buy them during the ________.
new product recognition
adoption process
information search
quality assessment
evaluation process

Question 3 
Which of the following is NOT true of mature consumers?
They place more importance on brand names and are more brand loyal than members of other age groups
The best strategy is to appeal to their active, multidimensional lives.
They are good candidates for cosmetics and personal care products.
They are an ideal market for "do-it-for-me" services.
High-tech home entertainment products appeal to them.

Question 4 
Of the following, the best starting point to understanding how consumers respond to various marketing efforts is the ________ model of a buyer's behavior.
stimulus-response
subculture
belief
generational
societal

Question 5 
The consumer market is made up of which of the following?
households that purchase goods or services for personal consumption
individuals who acquire goods or services for personal consumption
businesses that purchase goods and services
A and B
all of the above

Question 6 
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 ________.
lifestyle
reference group
membership group
brand personality
subculture

Question 7 
A(n) ________ is a person's relatively consistent evaluations, feelings, and tendencies toward an object or idea.
perception
belief
lifestyle
motive
attitude

Question 8 
Some consumers worry that they will be affected by marketing messages without even knowing it. They are concerned about ________ advertising.
Perceptual
alternative evaluation
innovative
subliminal
comparative

Question 9 
During which stage of the business buying process is a buyer most likely to conduct value analysis, carefully studying components to determine if they can be redesigned, standardized, or made less expensive?
general need recognition
product specification
proposal solicitation
order-routine specification
performance review

Question 10 
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) ________.
information search
postpurchase behavior
brand personality
product adoption
alternative evaluation

Question 11 
Researchers 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?
brand personality
brand perception
brand equity
product image
new product

Question 12 
________ are society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviors.
Cultures
Attitudes
Lifestyles
Social classes
Reference groups

Question 13 
________ is the task of developing and maintaining an overall company strategy for long-run survival and growth.
Advertising
Short-term planning
Strategic planning
Long-range planning
Annual market planning

Question 14 
Starbucks has introduced a debit card that lets customers prepay for coffee and snacks. This effort by Starbucks management is an example of ________.
diversification
market penetration
product adaptation
market development
product development

Question 15 
A vendor for Ford Motor Company received the following message from one of Ford's marketing managers: "As we move forward during the 21st century, it is incumbent upon us to inform you that Ford is committed to building profitable customer relationships by creating environmentally better cars and getting them to market faster at lower costs." The marketing manager is most likely referring to Ford's ________.
mission statement
vision statement
business portfolio
business objectives
market tactics

Question 16 
Of the following, it is most important for marketers to develop ________ for their products.
customer management organizations
unique market positions
marketing ROI data
market management organizations
marketing dashboards

Question 17 
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 ________.
stars; question marks
cash cows; stars
dogs; cash cows
stars; cash cows
question marks; dogs

Question 18 
Which of the following is NOT a reason that a firm might want to abandon products or markets?
The firm has entered areas in which it does not have expertise.
The firm has grown too fast
The market environment has changed, making a product less profitable.
The firm has not properly researched foreign markets which it has entered.
The economic climate is showing signs of recovery.

Question 19 
Modern marketing departments are arranged in all of the following ways, EXCEPT which one?
geographic organization
strategic management organization
functional organization
product management organization
market management organization

Question 20 
In the Boston Consulting Group approach, ________ provide(s) a measure of market attractiveness.
SBUs
market growth rate
relative market share
dogs
cash cows
Question 21 
________ can be a company division, a product line within a division, or sometimes a single product or brand.
A PLC
A market
An SBU
The BCG
A value delivery network
Question 22 
In the Boston Consulting Group approach, ________ serve(s) as a measure of company strength in the market.
market segmentation
cash cows
relative market share
market growth rate
SBUs
Question 23 
The ________ organizational format was first used by Procter and Gamble in 1929.
Functional
customer management
geographic
market management
product management
Question 24 
________ are low-growth, high share businesses or products. They generate a lot of cash that the firm uses to pay its bills and support other SBUs that need investment.
Cats
Dogs
Starts
Question marks
Cash cows
Question 25 
When Kraft focused on cost-cutting with its older and established brands, leaving them without much investment or modification, Kraft had decided to ________ the older products.
Maintain
harvest
extend
drop
review
Question 26 
The creation of a successful new product depends on a company's understanding of its ________ and its ability to deliver ________ to customers.
customers, competitors, and markets; superior value
customers, brands, products; product images
product life cycle, legal responsibilities, and social responsibilities; innovations
competitors, distributors, and employees; new styles
product, marketing mix, and marketing strategy; functional features
Question 27 
Which of the following statements best explains why idea screening may be the most import step of new product development?
Some potentially profitable ideas may be ill perceived by the idea screeners.
It gives research and development team members an opportunity to gather consumer feedback.
It saves the company money in product development costs by giving the green light to only the product ideas that are likely to be profitable.
Some ideas that will become market disasters may be originally viewed favorably by the idea screeners.
It increases the number of ideas generated.
Question 28 
The R-W-W framework asks three questions: Is it real? Can we win? Is it worth doing? Marketers should ask these questions during the ________ stage of the new-product development process.
idea screening
commercialization
product development
idea generation
concept testing
Question 29 
Your company decides to use internal sources for developing new product ideas. Which of the following would NOT be consulted?
intrapreneurial programs
suppliers
salespeople
company records and data
executives and professionals
Question 30 
Proctor & Gamble has sold off a number of lesser or declining brands such as Oxydol detergent and Jif peanut butter. In these examples, management decided to ________ the products.
Maintain
Harvest
Drop
further test
ignore the test market results of
Question 31 
Executives, manufacturing employees, and salespeople are all examples of ________.
new-product committee members
research and development team members
core members of innovation management systems
internal sources for new-product ideas
external sources for new-product ideas
Question 32 
At Fantastic Flavors, a large regional chain of candy stores, employees from marketing, design, production, and finance work in a cross-functional group to save time and money in the new-product development process. Fantastic Flavors uses a(n) ________ approach
sequential new-product development
team-based new-product development
customer-centered new-product development
innovation management system
consumer composite
Question 33 
When a product enters the maturity stage, the company should consider ________.
divesting the product
maintaining the product
harvesting the product
dropping the product
modifying the product, market, or marketing mix
Question 34 
Once the prototype of Wainwright Industries' new riding lawnmower, made especially for women, passes product tests, the next step is ________.
focus group surveys
commercialization
post-testing
test marketing
business analysis
Question 35 
JoAnn Fabrics, Inc., has just created a new combination of colors and fabric types. The firm wants to be sure of the way consumers perceive its new product. The firm is concerned with the product ________.
Proposal
Image
Concept
Presentation
idea
Question 36 
CellTones, a new company selling several lines of cellular phones, has closely modeled its products after successful products that are already in the marketplace. As it prepares to enter the market with its new products and services, which of the following should concern CellTones the most?
patent laws
product liability suits
limited warranties
the Federal Food, Drug, and Cosmetic Act
legal obligations to suppliers and dealers
Question 37 
When a company lengthens its product line beyond its current range, it is ________.
product line stretching
increasing product depth
building brand equity
product line filling
product mixing
Question 38 
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.
government buyers
consumers
industrial users
wholesalers
co-branders
Question 39 
An increasing number of retailers and wholesalers have created their own ________, also called store brands.
private brands
shopping products
unsought products
specialty products
service variability
Question 40 
Which of the following types of quality refers to freedom from defects and consistency in delivering a targeted level of performance?
total quality management
adherence
style
positioning
conformance
Question 41 
An apparel marketer is planning to launch an existing brand name into a new product category. Which brand development strategy is being implemented?
Multibranding
brand extension
rebranding
line extension
new brands
Question 42 
Product mix ________ refers to the number of versions offered of each product in the line. Crest toothpaste comes in 13 varieties, ranging from Crest Multicare to Crest Baking Soda formulations.
Width
Depth
Length
Height
Perimeter
Question 43 
Which of the following is NOT one of the links in the service-profit chain, linking service firm profits with employee and customer satisfaction?
healthy service profits and growth
satisfied and productive service employees
satisfied and loyal customers
evidence management
internal service quality
Question 44 
________ consists of activities undertaken to create, maintain, or change the attitudes and behavior of target consumers toward an organization.
Internal marketing
Service variability
Organization marketing
Intelligence marketing
Person marketing
Question 45 
To achieve their social change objectives, social marketing programs ________.
utilize only the promotional P of the marketing mix
utilize only the promotional and product Ps of the marketing mix
work to influence individuals' behavior to improve their well-being
utilize all of the Ps in the marketing mix
C and D
Question 46 
Major brand marketers often spend huge amounts on advertising to create brand ________ and to build preference and loyalty.
internal marketing
awareness
extension
franchising
packaging
Question 47 
A ________ involves the use of a successful brand name to launch new or modified products in a new category.
line extension
private brand
brand symbol
product line
brand extension
Question 48 
Service providers must consider four special service characteristics when designing marketing programs. Which is NOT one of these characteristics?
service intangibility
service perishability
service variability
service inseparability
service heterogeneity
Question 49 
What movement has encouraged marketers to pursue environmentally sustainable strategies?
the SOHO movement
the green movement
green intervention
the EPA
the black market
Question 50 
All of the groups within a company are called the ________.
Range
Culture
Diversity
Internal environment
climate
Question 51 
Value marketing is the strategy of offering consumers ________.
luxury quality at a high price
reasonable quality at a fair price
little quality at a low price
lesser quality at a low price
high quality at a high price
Question 52 
Which of the following demographic groups has NOT seen a percentage increase in the past 50 years?
nonfamily households
nontraditional households
women working outside of the home
women staying at home with their children
men staying at home with their children
Question 53 
Which of the following is a result of regulations set up by the Food and Drug Administration and the Consumer Product Safety Commission?
Research costs for companies have grown.
Spending on research and development has decreased
More companies have failed to meet safety standards
Companies are more focused on making practical, affordable versions of products
versions of products
The time lag between new product ideas and their introduction to the market has decreased
Question 54 
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 ________.
Resellers
financial intermediaries
marketing service agencies
physical distribution firms
wholesalers
Question 55 
The legislation created to limit the number of commercials aired during children's programming is called the ________.
Children's Television Act
Consumer Product Safety Act
Child Protection Act
Commercial Product Act
Children's Online Privacy Protection Act
Question 56 
Which of the following demographic trends is likely the most responsible for the increasing number of people who telecommute?
the migration toward micropolitan and suburban areas
the move from rural to metropolitan areas
the declining number of manufacturing workers
the growing percentage of married couples who do not have children
the increasing number of nontraditional households
Question 57 
Which of the following best explains why Gen Xers who are parents tend to put family before career?
Gen Xers were the first generation of latchkey kids
Gen Xers were minimally affected by the recent economic downturn
Gen Xers are not as educated as members of other generations are.
Gen Xers are more skeptical about marketing than members of other generations are.
Gen Xers do not face as many economic pressures as members of other generations do.
Question 58 
Over the past 50 years, which of the following groups of workers has become smaller?
married women
professionals
manufacturers
managers
telecommuters
Question 59 
Which type of organization helps companies to stock and move goods from their points of origin to their destination?
reseller
supplier
financial intermediary
physical distribution firm
marketing service firm
Question 60 
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?
the marketing mix
target markets
the marketing environment
strategic planning
none of the above
Question 61 
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?
benefits sought
psychographic
demographic
user status
age and life cycle
Question 62 
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 ________.
benefit
usage rate
user status
loyalty status
Question 63 
Which of the following is NOT one of the reasons a segment would be less attractive to a company?
power of buyers
concentrated market
substitute products
strong competitors
power of suppliers
Question 64 
Which positioning strategy offers consumers a "good deal" by offering equivalent-quality products or services at a lower price?
less-for-much-less
same-for-less
all-or-nothing
more-for-the-same
more-for-less
Question 65 
Ford Motor Company emphasizes "Quality first-Ford tough" in its truck products. The company has developed a differentiation strategy based on ________.

services
positioning
channels
people
image
Question 66 
Through talking to numerous competitors at a regional trade show, you learn that most of them use the most popular base for segmenting markets. What is it?
demographic
geographic
psychographic
lifestyle
behavioral
Question 67 
When Pacific Fisheries groups its customers as countries by regions such as Asia, Australia, or New Zealand, it is using which segmenting base?
economic factors
demographics
political and legal factors
geographic location
benefits sought
Question 68 
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 ________.
usage rate
benefit
behavioral
user status
psychographic
Question 69 
Procter & Gamble sells six brands of laundry detergent in the United States, each designed for one of six laundry segments Procter & Gamble has identified. Together, these six brands take four times the market share of Procter & Gamble's nearest competitor. Which of the following is a disadvantage of Procter & Gamble's differentiated marketing strategy?
increased costs for separate marketing plans for each brand
lack of resources to succeed in an attractive segment
lost sales that would have been made with an undifferentiated marketing strategy across all segments
lost customer loyalty due to lack of brand loyalty
other suppliers controlling pricing
Question 70 
In target marketing, the issue is not really who is targeted, but rather ________ and for ________.
where; how long
why; how long
why; what
how; what
how; where
Question 71 
Many firms make an effort to identify smaller, better-defined target groups by using ________.
positioning
user rates
multiple segmentation bases
loyalty segmentation
mass marketing
Question 72 
When Positive Image, Inc., caters to clothing, cosmetics, and toiletries markets, it is most likely primarily using which type of segmentation?
gender
psychographic
geographic
age and life cycle
behavior
Question 73 
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. Which contact method should Maryann select?
individual interviews
focus group interviews
online panels
telephone interviews
mail questionnaires
Question 74 
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 set a nationwide price for the new offering. This is an example of ________.
experimental research
descriptive research
survey research
observational research
ethnographic research
Question 75 
Faced with determined competitive marketing intelligence efforts by competitors, most companies are now doing which of the following?
providing employees with less key company information
introducing codes of ethics
decreasing the number of employees involved in decision-making processes
promising to not participate in marketing intelligence efforts against competitors
training employees on protecting company information
Question 76 
What are the two main types of research instruments used to collect primary data?
personal interviews and online focus groups
questionnaires and mechanical devices
focus groups and online databases
online panels and experiments
surveys and samples
Question 77 
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?
a marketing information system
more sophisticated software
customer relationship management
customer satisfaction measurement
decreased marketing intelligence
Question 78 
Marketing researchers usually draw conclusions about large groups of consumers by studying a small ________ of the total consumer population.
population
group
audience
sample
target group
Question 79 
The real value of a company's marketing research and information system lies in the ________.
marketing information system it follows
quality of customer insights it provides
amount of data it generates
efficiency with which it completes studies
variety of contact methods it uses
Question 80 
Which of the following statements regarding marketing intelligence is true?
All marketing intelligence is free.
Marketing intelligence is privately held information
Marketing intelligence is publicly available information.
The advantage of using competitive intelligence is negligible
Marketing intelligence gathering is more focused on gaining insights into consumer activities than competitors' activities
Question 81 
What is the first step in the marketing research process?
interpreting data and deciding on type of research
developing a marketing information system
developing the research plan for collecting information
defining the problem and research objectives
implementing the research plan
Question 82 
Fredia Pellerano has just discovered the major advantage of survey research. She reports to her supervisor that the advantage is its ________.
interactive design
understandability
flexibility
ease to complete
simplicity
Question 83 
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?
telephone surveys
Internet surveys
personal interviews
focus group interviews
mail surveys
Question 84 
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 ________.
experiments
informal surveys
marketing intelligence
direct marketing
observation
Question 85 
The ________ concept holds that firms must strive to deliver value to customers in a way that maintains or improves both the consumer's and society's well being.
Equity
Marketing
Societal marketing
Product
Selling
Question 86 
The three areas of consideration that should be balanced in the societal marketing concept are consumer wants, society's interests, and ________
want satisfaction
long-term needs
company profits
short-run wants
human welfare
Question 87 
The ultimate aim of customer relationship management is to produce ________.
steady sales volume
high customer equity
high current market share
satisfied customers
a reliable database
Question 88 
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.
production concept
marketing concept
selling concept
societal marketing concept
product concept
Question 89 
The product concept says that a company should ________.
improve marketing of its best products
devote its energy to making continuous product improvements
market only those products with high customer appeal
focus on the target market and make products that meet those customers' demands
make promoting products the top priority
Question 90 
Which of the following marketing management concepts is most likely to lead to marketing myopia?
product
customer-driven marketing
selling
customer-driving marketing
societal marketing
Question 91 
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 ________.
product concept
marketing concept
selling concept
societal marketing concept
production concept
Question 92 
________ refers to sellers being preoccupied with their own products and losing sight of underlying consumer needs
Marketing management
The product concept
Selling myopia
Marketing myopia
Value proposition
Question 93 
According to the authors of your text, the ________ concept is a "sense and respond" philosophy rather than a "make and sell" philosophy
retailing
production
marketing
product
societal marketing
Question 94 
Which of the following marketing management concepts is most closely aligned with the philosophy of continuous product improvement and the belief that customers will choose products that offer high quality, performance, and innovative features?
product
customer
production
promotion
marketing
Question 95 
Which customer question is answered by a company's value proposition?
"Why should I buy your brand rather than a competitor's?"
"How does your brand benefit me and society?"
"What are the costs and benefits of your brand?"
"What are the benefits of being a loyal consumer of your brand?"
"What kind of experience will I have with products and services associated with this brand?"
Question 96 
Which of the following phrases reflects the marketing concept?
The supplier is king
This is what I make, won't you please buy it?
This is what I want, won't you please make it?
Marketing should be viewed as hunting and not gardening
none of above
Question 97 
The final step in the marketing process is ________.
understanding the marketplace
creating customer loyalty
creating customer lifetime value
capturing value from customers
designing a customer-driven marketing strategy
Question 98 
________ is the act of obtaining a desired object from someone by offering something in return
Bribery
Value
A value proposition
Exchange
Donation
Question 99 
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 ________.
marketing concept
product concept
societal marketing concept
selling concept
production concept
Question 100 
________ are human needs as shaped by individual personality and culture
Wants
Values
Deprivations
Exchanges
Demands