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199 Cards in this Set
- Front
- Back
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Products and services fall into two broad classifications based on the types of consumers that use them. Which of the following is one of these broad classes? (Ch8) a) supplies and services b) specialty products c) convenience products d) industrial products e) materials and parts |
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________ is the product life cycle period when sales fall off and profits drop. (Ch8) a) Decline b) Maturity c) Development d) Growth e) Introduction |
a) Decline |
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Product planners consider products and services on three levels. The most basic level is the ________, which addresses the question, "What is the buyer really buying?" (Ch8) a) augmented product b) co-branding c) actual product d) core customer value e) exchange |
d) core customer value |
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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? (Ch4) a) customer satisfaction measurement b) customer relationship management c) more sophisticated software d) a marketing information system e) decreased marketing intelligence |
b) customer relationship management |
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Which of the following measures the profits generated by investments in marketing activities? (Ch2) a) executive summaries b) marketing ROI c) marketing audits d) budgets e) SWOT analysis |
b) marketing ROI |
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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? Ch7) a) market segmenting b) positioning c) mass marketing d) targeting e) differentiation |
d) targeting |
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A firm that uses the selling concept takes a(n) ________ approach. (Ch1) a) inside-out b) customer-driven c) outside-in d) customer service e) marketing concept |
a) inside-out |
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The first step in strategic planning is to ________. (Ch2) a) define the company mission b) set objectives and goals c) identify a problem d) plan marketing strategies e) develop the business portfolio |
a) define the company mission |
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Reverse auctions, trading exchanges, and company buying sites are all ways that companies can participate in ________. (ch6) a) systems selling b) e-procurement c) product value analysis d) vendor-managed inventory systems e) secure extranets |
b) e-procurement |
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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 ________. (Ch5) a) subculture b) social class c) life-cycle stage d) lifestyle e) social network |
a) subculture |
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The pharmaceuticals division of Omni Healthcare holds low market share in a high-growth market. In order to increase market share, managers may decide to ________. (Ch2) a) diversify the pharmaceutical division b) implement a harvest strategy c) hold the pharmaceuticals division's share d) use money from a cash cow to promote the pharmaceuticals division e) divest the SBU |
d) use money from a cash cow to promote the pharmaceuticals division |
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Ethnographic research ________. (Ch4) a) comes from traditional focus groups b) provides secondary data c) provides data to marketers when observation is impossible d) is most popular in the service sector e) is gathered in consumers in their natural habitat (where people live and work) |
e) is gathered in consumers in their natural habitat (where people live and work) |
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Marketing researchers usually draw conclusions about large groups of consumers by studying a small ________ of the total consumer population. (Ch4) a) population b) group c) audience d) sample e) target group |
d) sample |
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The primary concern for consumers with the boom in Internet marketing is ________. a) social networking b) false advertising c) privacy d) social responsibility e) sustainability |
c) privacy |
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A sensational ________ may grab consumers' attention and produce pleasing aesthetics, but it does not necessarily improve a product's performance. a) augmented product b) experience c) style d) design e) service-profit chain |
c) style |
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In the model of buyer behaviour, which of the following is a major type of force or event in the buyer's environment? (Ch5) a) cultural b) philosophical c) channels d) geographical e) physiological |
? |
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________ involves designing and producing the container or wrapper for a product. a) Service b) Product line c) Packaging d) Branding e) Labeling |
c) Packaging |
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Which of the following is the best statement that reflects the economic crisis that began in 2008? a) The economic crisis caused a short-term change in consumers' spending habits. b) Decreasing energy prices provided consumers with unexpected savings. c) The average home value increased after the stock market plunge. d) Consumers quickly regained confidence in the economy. e) Disposable incomes decreased. |
? |
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Because of an expected increase in ethnic populations, marketers are likely to place a greater emphasis on ________. a) mainstream advertising b) mass marketing c) targeted advertising messages d) cause-related marketing e) geographic segmentation |
c) targeted advertising messages |
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After purchasing a product, the consumer will be satisfied or dissatisfied and will engage in ________. a) need recognition b) information searches c) product expectations d) postpurchase behaviour e) alternative evaluation |
d) postpurchase behaviour |
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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. a) more-for-the-same b) same-for-less c) all-or-nothing d) more-for-less e) less-for-much-less |
e) less-for-much-less |
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A manufacturer with a product in the decline stage of the product life cycle might decide to ________ if it has reason to hope that competitors will leave the industry. a) drop the product b) harvest the product c) search for replacements d) maintain the product without change e) delay planning |
d) maintain the product without change |
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What are the two dimensions of product quality? a) performance and resistance b) conformance and style c) design and innovation d) features and design e) level and consistency |
e) level and consistency |
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Emerson Studios, a chain of 25 portrait stores in five provinces and territories, has organized its marketing organization into different marketing activities that are headed by specialists. What type of organization is this? a) geographic b) organic c) product d) functional e) market |
d) functional |
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The art and science of choosing target markets and building profitable relationships with them is called ________. a) societal marketing b) marketing management c) segmentation d) selling e) positioning |
b) marketing management |
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A detailed version of a new idea stated in meaningful customer terms is called a ________. a) product idea b) product image c) product movement d) product concept e) product proposal |
d) product concept |
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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 the ________ environment. a) economic b) socio-legal c) political d) legal-technological e) cultural |
c) political |
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________ is the place a product occupies in the consumer's mind relative to competitors' products. a) Product position b) Product promotion c) Market targeting d) Product placement e) Market segmentation |
a) Product position |
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The study of consumer behaviour begins and ends with ________. a) the culture b) lifestyles c) social classes d) the individual e) beliefs |
d) the individual |
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According to your text, which of the following is perhaps the most important external source of new-product ideas? a) engineers b) trade magazines, shows, and seminars c) customers d) competitors e) distributors and suppliers |
c) customers |
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Marketers of automobiles, financial services, and travel are most likely to use which of the following types of segmentation? a) gender b) usage rate c) income d) occasion e) benefits sought |
c) income |
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Each culture contains smaller ________, or groups of people with shared value systems based on common life experiences and situations. a) cognitive dissonances b) social classes c) occupations d) alternative evaluations e) subcultures |
e) subcultures |
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The markets you have chosen to serve in four western provinces can be effectively reached and served. You would tell the marketing manager that these segments are ________. a) actionable b) measurable c) accessible d) substantial e) profitable |
c) accessible |
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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 ________. a) production concept b) product concept c) marketing concept d) societal marketing concept e) selling concept |
a) production concept |
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Shania works hard to foster an emotional relationship between her Internet customers and the beauty products and services that she and her staff sell. By promoting a company culture that values exceptional value and service, Shania aims to create ________ by going beyond the expected. a) customer satisfaction b) customer loyalty c) customer equity d) customer value e) customer delight |
e) customer delight |
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A country with a(n) ________ economy consumes most of its own agricultural and industrial outputs and offers few market opportunities. a) developed b) service c) subsistence d) industrial e) technological |
c) subsistence |
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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. a) alternative evaluation b) information search c) situational analysis d) purchase decision e) postpurchase behaviour |
e) postpurchase behaviour |
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Using concentrated marketing, the marketer goes after a ________ share of ________. a) small; a small market b) large; the mass market c) small; a large market d) large; one or a few niches e) moderate; the local market |
d) large; one or a few niches |
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Harris, the marketing manager at a small sports retail chain, has conducted a marketing analysis. He has investigated the company's internal resources and situational factors, as well as factors and trends in the competitive sports retail chain market. Which of the following has Harris completed? a) marketing plan b) executive summary c) business portfolio analysis d) SWOT analysis e) marketing mix |
d) SWOT analysis |
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Marketing information is only valuable when it is used to ________. a) please shareholders b) make better marketing decisions c) identify a target market d) simplify management's job e) increase efficiencies in the supply chain |
b) make better marketing decisions |
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A marketer focuses on several commonalities among all consumers. This marketer appears to be engaging in ________. a) concentrated marketing b) undifferentiated marketing c) differentiated marketing d) segmented marketing e) mass customization |
b) undifferentiated marketing |
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A good MIS balances the information users would ________ against what they really ________ and what is ________. a) use; have to use; available b) like; can afford; needed c) need; like; feasible d) need; can afford; useful e) like to have; need; feasible to offer |
e) like to have; need; feasible to offer |
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People forget much that they learn. They tend to retain information that supports their attitudes and beliefs. This is called ________. a) selective distortion b) selective retention c) perceptual vigilance d) selective attitude e) selective attention |
b) selective retention |
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Four common sources of internal data supplied to internal databases include the accounting department, operations, the sales force, and the ________. a) Web b) stockholders c) owners d) marketing department e) competition |
d) marketing department |
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You have been asked to locate secondary data for your small organization's research needs. Which of the following is a common source for this type of research? a) the Canadian Small Business Administration b) online surveys c) Statistics Canada d) the Canadian Census Bureau e) third party research companies |
? |
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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) target marketing b) value profiling c) capturing the consumers' attention d) its value proposition e) differentiated marketing |
d) its value proposition |
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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) reference groups b) attitudes c) psychographics d) perceptions e) personal characteristics |
e) personal characteristics |
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With what groups do firms conduct concept testing for new products? a) competitors b) employees c) target consumers d) manufacturers e) suppliers |
c) target consumers |
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The process of dividing a market into distinct groups of buyers with different needs, characteristics, or behaviors is called ________. a) market segmentation b) marketing strategy c) positioning d) market targeting e) market extension |
a) market segmentation |
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In a SWOT analysis, which of the following refers to factors in the external environment? a) opportunities b) strategies c) trends d) strengths e) weaknesses |
a) opportunities |
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________ is the set of benefits a company promises to deliver to its consumers to satisfy their needs. a) Low pricing b) A money-back guarantee c) Good customer service d) A value proposition e) An attribute |
d) A value proposition |
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The Niketown running club that organizes twice weekly evening runs for Nike customers is an example of a ________. a) consumer-generated marketing program b) structural benefit provided for top customers c) basic customer relationship d) frequency marketing program e) club marketing program |
e) club marketing program |
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The green movement will likely spark the least interest in which of the following? a) environmentally sustainable strategies b) recycling programs c) biodegradability d) social responsibility e) Internet usage |
e) Internet usage |
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When firms use symbols, colors, or characters to convey their personalities, they are using ________ differentiation. a) reputation b) company c) subliminal d) image e) people |
d) image |
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Once the prototype of Wainwright Industries' new riding lawnmower, made especially for women, passes product tests, the next step is ________. a) commercialization b) focus group surveys c) test marketing d) post-testing e) business analysis |
c) test marketing |
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Relative advantage, compatibility, complexity, divisibility, and communicability are all examples of ________. a) product characteristics that influence rate of adoption b) postpurchase behaviour c) dissonance-reducing buying behavior d) individual differences in innovativeness e) alternative evaluation |
a) product characteristics that influence rate of adoption |
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The creation of a successful new product depends on a company's understanding of its ________ and its ability to deliver ________ to customers. a) competitors, distributors, and employees; new styles b) product life cycle, legal responsibilities, and social responsibilities; innovations c) customers, competitors, and markets; superior value d) product, marketing mix, and marketing strategy; functional features e) customers, brands, products; product images |
c) customers, competitors, and markets; superior value |
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________ is never simple, yet understanding it is the essential task of marketing management. a) Brand personality b) Consumption pioneering c) Understanding the difference between primary and secondary data d) Early adoption e) Consumer buying behaviour |
e) Consumer buying behaviour |
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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? a) demographic b) occasion c) psychographic d) impulse e) emergency |
b) occasion |
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A ________ is defined as anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. a) private brand b) product c) service d) service variability e) service encounter |
b) product |
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The first step of the business buying process is ________. a) problem recognition b) supplier search c) order-routine specification d) general need description e) proposal solicitation |
a) problem recognition |
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What are the two ways that a company can obtain new products? a) market mix modification and research and development b) internal development and merger c) new-product development and acquisition d) service development and product extension e) line extension and brand management |
c) new-product development and acquisition |
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Which of the following combinations of expenses use up most household income? a) housing, insurance, taxes b) food, housing, transportation c) housing, taxes, transportation d) food, housing, retirement planning e) food, travel, savings |
b) food, housing, transportation |
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Through which of these sources of information is a competitor least likely to reveal intelligence information? a) press releases b) trade show exhibits c) annual reports d) internal marketing meetings e) Web pages |
d) internal marketing meetings |
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Increased marketing of home amenities such as high-end barbeques, hot tubs, and home entertainment centers has most likely been spurred by Canadians' changing views of ________. a) nature b) social responsibility c) others d) marketing e) organizations |
c) others |
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Of the following, the best starting point to understanding how consumers respond to various marketing efforts is the ________ model of a buyer's behaviour. a) belief b) generational c) stimulus-response d) subculture e) societal |
c) stimulus-response |
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Applying ________, marketers can affect demand for a product by associating it with strong drives, using motivating cues, and providing positive reinforcement. a) need recognition b) learning theory c) cognitive dissonance d) social classes e) subliminal advertising |
b) learning theory |
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A company's marketing environment includes various ________ that are made up of groups that have an actual or potential interest in, or impact on, an organization's ability to achieve its objectives. a) audiences b) markets c) publics d) teams e) intermediaries |
c) publics |
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Which of the following most accurately identifies a difference between a weakness and a threat in SWOT analysis? a) A company can more easily identify threats than weaknesses. b) A company can be more negatively affected by a threat than by a weakness. c) A company is more able to change a threat than a weakness. d) A company is more able to change a weakness than a threat. e) A company can be more negatively affected by a weakness than by a threat. |
d) A company is more able to change a weakness than a threat. |
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Many companies now use the Internet to provide ________. a) labeling information b) brand equity c) product mixes d) packaging advantages e) support services |
e) support services |
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Which of the following is the best advice about creating research questionnaires? a) Use simple, direct, and unbiased language. b) Avoid personal questions that may make some respondents uncomfortable. c) Questions should not be arranged in a particular order. d) Ask personal questions in the middle of the instrument. e) Ask difficult questions in the beginning to "weed out" uninterested respondents. |
a) Use simple, direct, and unbiased language. |
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When the makers of a ballpoint pen state they are in the communication equipment business, they are defining their mission too ________. a) specifically b) early c) broadly d) realistically e) narrowly |
c) broadly |
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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? a) the microenvironment b) the macroenvironment c) the marketing environment d) the global environment e) the green movement |
a) the microenvironment |
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Mountain Home Farms is now using the product/market expansion grid to develop strategies. The owners of the company have most likely found the grid to be quite useful for identifying ________. a) key customers b) new products c) target markets d) growth opportunities e) suppliers |
d) growth opportunities |
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Canadians are very mobile. Over the last half decade the Canadian population has shifted most heavily toward ________ provinces. a) Southern b) Western and Prairie c) Pacific d) Northern e) Atlantic |
b) Western and Prairie |
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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) endangered environment c) natural environment d) factors of production e) green movement |
c) natural environment |
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________ involves looking at whether a company's basic strategies are well matched to its opportunities. a) Market management organization b) Distribution c) Marketing control d) Operating control e) Strategic control |
e) Strategic control |
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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? a) inside partnering b) customer development c) marketing d) outside partnering e) supply chain |
e) supply chain |
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In today's world, marketing should be done by ________ in an organization. a) marketing b) sales and technology c) marketing, sales, and customer-support d) management e) everyone |
e) everyone |
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There ________ to segment a market. a) are limited ways b) is no single way c) is not a most effective way d) is one single best way e) are four ways |
b) is no single way |
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________ should be market oriented and defined in terms of ________. a) Strategic plans; company needs b) Objectives; customer needs c) Annual plans; product needs d) Long-range plans; company needs e) Mission statements; customer needs |
e) Mission statements; customer needs |
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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 or she is exposed is called ________. a) selective retention b) selective perception c) selective attitude d) selective attention e) selective distortion |
d) selective attention |
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A society's basic values, perceptions, preferences, and behaviours are all part of its ________ environment. a) cultural b) political c) cultural-economic d) natural e) social |
a) cultural |
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Lexus targets wealthy consumers with similar needs and buying behaviours, even though the consumers are located in different countries. This is an example of ________. a) loyalty segmentation b) intermarket segmentation c) psychographic segmentation d) life-cycle segmentation e) targeting segmentation |
b) intermarket segmentation |
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With an expected increase in ethnic diversity, marketers are likely to place a greater emphasis on ________. a) differing advertising messages b) tiered markets c) geographic segmentation d) "us and them" paradigms e) mass marketing |
a) differing advertising messages |
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Which of the listed choices is very important positioning task? a) surveying frequent uses of the product b) effectively selling the cheapest position to the market c) selecting a specific positioning statement d) identifying a set of possible competitive advantages upon which to build a position e) selecting the right competition |
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________ is the most important consumer buying organization in society; the roles and influences of different members have been researched extensively. a) Membership group b) Subculture c) Family d) Social class e) Reference group |
c) Family |
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Which of the following statements is true regarding information collected by marketers? a) Most managers are burdened by data. b) Managers lack information. c) Managers have the right information and they have enough of it. d) Most managers need more information. e) Many managers need better information. |
e) Many managers need better information |
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________ marketing tailors brands and promotions to the needs and wants of specific cities, neighborhoods, and even stores. a) Undifferentiated b) Variable c) Niche d) Local e) Differentiated |
d) Local |
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Maslow's theory is that ________ can be arranged in a hierarchy. a) stimuli b) perceptions c) human needs d) beliefs and attitudes e) decisions |
c) human needs |
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The purpose of idea generation is to create a ________ of ideas. The purpose of succeeding stages is to ________ that number. a) small number; increase b) large number; reduce c) large number; increase d) limited number; sustain e) small number; reduce |
b) large number; reduce |
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In CRM, findings about customers discovered through ________ techniques often lead to marketing opportunities. a) data warehousing b) customer strategy c) value network d) data mining e) customer loyalty management |
d) data mining |
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Most companies research consumer buying decisions in great detail to know: a) needs b) characteristics c) wants d) what, where, how, when, why they buy as well as how much they typically pay e) attitudes |
d) what, where, how, when, why they buy as well |
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Which positioning strategy offers consumers a "good deal" by offering equivalent-quality products or services at a lower price? a) more-for-the-same b) more-for-less c) same-for-less d) all-or-nothing e) less-for-much-less |
c) same-for-less |
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Product is a key element in a company's ________, which may, at one extreme, consist of pure tangible goods or, at the other extreme, pure services. a) market offering b) core customer value c) co-branding d) brand equity e) brand extension |
a) market offering |
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Which of the following statements about the Internet is most accurate? a) Consumer e-commerce looks promising, but business-to-business e-commerce is declining. b) Web 2.0 involved a less balanced approach to online marketing than the original dot-com boom did. c) The Internet is still in its infancy with few consumers buying products and/or services online. d) Companies are hesitant to use the Internet to build closer relationships with customers and marketing partners alike. e) The Internet allows anytime, anywhere connections to information, entertainment, and communication. |
e) The Internet allows anytime, anywhere connections to information, entertainment, and communication. |
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MTV targets the world's teenagers, who have similar needs and buying behaviour even though they are located in different countries. This is called ________ segmentation. a) cross-cultural b) individual c) intermarket d) political and legal e) cultural |
c) intermarket |
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Which of the following forces would marketers be most likely able to influence? a) increasing ethnic diversity b) core cultural values c) income distribution d) media publics e) geographic population shifts |
d) media publics |
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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? a) geographic b) demographic c) lifestyle d) psychographic e) behavioural |
b) demographic |
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________ are human needs as shaped by individual personality and culture. a) Deprivations b) Demands c) Wants d) Exchanges e) Values |
c) Wants |
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The buyer decision process consists of five stages. Which of the following is one of these stages? a) variety-seeking buying behaviour b) postpurchase enjoyment c) need search d) risk assessment e) evaluation of alternatives |
e) evaluation of alternatives |
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Which of the following is necessary for successful new-product development? a) an innovation management system and sequential product development b) a holistic and sequential product development approach c) a market pioneer mindset and a holistic approach d) a customer-centered, team-based, systematic approach e) a team-based, innovation-management approach |
d) a customer-centered, team-based, systematic approach |
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What is the first step in the marketing research process? a) developing the research plan for collecting information b) interpreting data and deciding on type of research c) developing a marketing information system d) defining the problem and research objectives e) implementing the research plan |
d) defining the problem and research objectives |
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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. a) proactive b) adversarial c) passive d) reactive e) team work |
a) proactive |
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Which of the following is most essential to any definition of marketing? a) customer relationships b) making a sale c) making a profit d) the production concept e) demand management |
a) customer relationships |
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In target marketing, the issue is not really who is targeted, but rather ________ and for ________. a) where; how long b) why; how long c) how; where d) how; what e) why; what |
d) how; what |
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What are the two main types of research instruments used to collect primary data? a) surveys and samples b) online panels and experiments c) personal interviews and online focus groups d) questionnaires and mechanical devices e) focus groups and online databases |
d) questionnaires and mechanical devices |
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Evaluating the results of marketing strategies and plans and taking corrective action to ensure that objectives are attained is called ________. a) strategic control b) operating control c) marketing control d) efficiency e) developmental control |
c) marketing control |
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Faced with determined competitive marketing intelligence efforts by competitors, most companies are now doing which of the following? a) training employees on protecting company information b) promising to not participate in marketing intelligence efforts against competitors c) decreasing the number of employees involved in decision-making processes d) introducing codes of ethics e) providing employees with less key company information |
a) training employees on protecting company information |
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A successful CRM program can be expected to help a company achieve which one of the following. a) understanding how to build advertisements b) providing higher levels of customer service c) understanding the competition better d) creating general offers for a wide customer segment e) developing a strategy for investigating customer relations |
e) developing a strategy for investigating customer relations |
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Effective positioning begins with ________ the company's marketing offer in order to give consumers more perceived value. a) placing b) pricing c) aligning d) promoting e) differentiating |
? |
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Through ________, many companies today are strengthening their connections to all partners, from providers of raw materials and components to final buyers who purchase final products. a) partnership relationship marketing b) supply chain management c) deviated marketing d) direct marketing e) customized marketing |
? |
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A customer's lifestyle can be measured using the AIO dimensions. What does AIO stand for? a) Adoptions, Interests, Occupations b) Activities, Interests, Opinions c) Achievement, Involvement, Organizations d) Acknowledgement, Interests, Observations e) Accommodation, Investment, Orientation |
b) Activities, Interests, Opinions |
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The real value of a company's marketing research and information system lies in the ________. a) variety of contact methods it uses b) efficiency with which it completes studies c) amount of data it generates d) quality of customer insights it provides e) marketing information system it follows |
? |
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Elisandra, a marketing manager at a regional chain restaurant, has decided to create 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) share of customer b) partner relationship management c) consumer-generated marketing d) community development around a brand e) customer lifetime value |
c) consumer-generated marketing |
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Consumer and business marketers use many of the same variables to segment markets. Business marketers use which of the following? a) product characteristics b) purchasing plans c) brand personalities d) operational behaviours e) situational factors |
? |
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If the product or service passes the business analysis test, it moves into what stage? a) market testing b) product development c) strategy development d) product proposal e) concept development |
? |
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Choose the statement that is a typical consumer concern about intrusion on consumer privacy. a) Protecting personal information is impossible. b) Sophisticated researchers probe our deepest secrets. c) Marketers build huge databases full of personal information about customers. d) Marketers use their personal information to manipulate our buying. e) Marketers make too many products and services available, creating unnecessary consumer wants. |
? |
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Marketers must be careful to guard against ________ when using age and life cycle segmentation. a) cultural bias b) gender bias c) stereotyping d) underestimating e) traditional marketing |
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Environmental Service Company wants to practice effective positioning. To do so, the owners must ________ their marketing offering to give consumers more value than the services offered by competitors. a) differentiate b) sell c) advertise d) promote e) represent |
a) differentiate |
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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) convenience product b) product bandwidth c) private brand d) line extension e) product line |
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Consumer research, product development, communication, distribution, pricing, and service are all most accurately described as core ________ activities. a) management b) production c) customer relationship management d) exchange e) marketing |
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Which of the following marketing management orientations focuses primarily on improving efficiencies along the supply chain? a) societal marketing concept b) product concept c) selling concept d) marketing concept e) production concept |
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In which stage of the PLC would promotional expenditures most likely increase as a company attempts to react to increasing competition? a) product development b) maturity c) decline d) introduction e) growth |
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To capture the full essence of customer relationship management, which of the following should a marketing manager take into consideration? a) owning customers for life, building overall customer equity, creating a sense of community surrounding a brand b) owning customers for life, capturing a customer's lifetime value c) owning customers for life d) owning customers for life, capturing a customer's lifetime value, building overall customer equity e) owning customers for life, capturing a customer's lifetime value, building overall customer equity, creating a sense of community surrounding a brand |
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Which of the following is a way that business and consumer markets are the same? a) types of decisions b) nature of the buying unit c) satisfaction of needs through purchase decisions d) market structure and demand e) decision process |
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Which of the following is true about customer relationship management (CRM)? a) It relies on information produced through primary research. b) Its aim is to maximize profit margins. c) Its aim is to increase the efficiency of each customer touchpoint. d) Most companies who first implemented CRM have greatly benefited from the results. e) Its aim is to maximize customer loyalty. |
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Some products that have entered the decline stage have been cycled back to the growth stage through ________. a) concept testing b) business analysis c) repositioning d) innovation management e) customer-centered product development |
c) repositioning |
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A person's buying choices are influenced by four major psychological factors. Which is one of these factors? a) motivation b) money c) misjudgment d) mockery e) manipulation |
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According to the text the best known product portfolio planning method was developed by ________. a) Harvard University b) the Boston Consulting Group c) the SRI Consulting Firm d) Philip Kotler e) James P. Hess |
b) the Boston Consulting Group |
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The three areas of consideration that should be balanced in the societal marketing concept are consumer wants, society's interests, and ________. a) short-run wants b) human welfare c) want satisfaction d) company profits e) long-term needs |
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Some consumers worry that they will be affected by marketing messages without even knowing it. They are concerned about ________ advertising. a) perceptual b) innovative c) comparative d) subliminal e) alternative evaluation |
d) subliminal |
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To be successful at marketing, companies must effectively turn marketing planning into ________. a) marketing implementation b) marketing budgeting c) marketing control d) marketing audits e) marketing analysis |
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________ 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) Product quality b) Specialty marketing c) Total quality management d) Positioning e) Packaging |
a) Product quality |
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Which of the following is an example of a type of market offering? a) products, information b) products, experiences c) products, ideas d) products, information e) products, ideas, information, experiences |
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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. a) product development b) concept testing c) commercialization d) idea screening e) idea generation |
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After concept testing, a firm would engage in which stage in developing and marketing a new product? a) test marketing b) product development c) idea screening d) business analysis e) marketing strategy development |
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Niche marketing offers smaller companies the opportunity to compete by focusing their limited resources on serving niches that may be ________ or ________ larger companies. a) unimportant to; overlooked by b) unknown by; desired by c) too large; undesirable to d) unimportant to; desired by e) disappointed by; geographically far from |
a) unimportant to; overlooked by |
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According to management guru Peter Drucker, "The aim of marketing is to ________." a) identify customer demands b) create customer demands c) make selling unnecessary d) set realistic customer expectations e) sell products |
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What are the four steps, in order, to designing a customer-driven marketing strategy? a) market recognition, market preference, market targeting, and market insistence b) market segmentation, differentiation, positioning, and targeting c) market segmentation, targeting, differentiation, and positioning d) positioning, market segmentation, mass marketing, and targeting e) market alignment, market segmentation, differentiation, and market positioning |
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Percy Original caters to a market of individuals and households that buy goods and services for personal consumption. What type of market does Percy Original cater to? a) reseller b) government c) marketing intermediary d) consumer e) business |
d) consumer |
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The ________ concept calls for aggressive selling and promotion effort. a) societal marketing b) marketing c) selling d) product e) production |
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Despite the data glut that marketing managers receive, they frequently complain that they lack ________. a) reliable information b) timely information c) enough information of the right kind d) valid information e) accurate information |
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A radio station that carries news, features, and editorial opinions about your area is best classified as which type of public? a) citizen-action b) regional c) local d) media e) financial |
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Consumers can show their allegiance to brands, stores, or companies. Marketers can use this information to segment consumers by ________. a) loyalty status b) user status c) usage rate d) brand preference e) store type |
a) loyalty status |
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Amazon.com leverages relationships with its 35 million customers by offering them music, videos, gifts, toys, consumer electronics, and office products, among other product items. Based on previous purchase history, the company recommends related CDs, books, or videos that might be of interest. This helps Amazon.com capture a greater ________. a) social network b) customer ownership c) value proposition d) share of customer e) customer base |
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Ford Motor Company emphasizes "Quality first╨Ford tough" in its truck products. The company has developed a differentiation strategy based on ________. a) people b) channels c) services d) positioning e) image |
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You are directed to study the factors that are larger societal forces that affect your company╨demographic, economic, natural, technological, political, and cultural. What are you studying? a) the marketing environment b) the macroenvironment c) the global environment d) the microenvironment e) the marketing mix |
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In the second step of the marketing research process, research objectives should be translated into specific ________. a) information needs b) research methods c) dollar amounts d) information sources e) marketing goals |
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Members of the sales team at Dekko International visit only prospective customers who purchase a minimum of $50,000 of insulated wire per year. Dekko is using ________. a) supply chain management b) customer profitability analysis c) customer-managed relationships d) a club marketing program e) partner relationship management |
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When an airline goes after a "share of travel" from its customers, it is attempting to increase ________. a) target markets b) its value proposition c) customer variety d) customer ownership e) share of customer |
e) share of customer |
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________ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert influence on others. a) Stealth marketers b) Buzz marketers c) Habitual buyers d) Social networkers e) Opinion leaders |
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The market segments your company is targeting are conceptually distinguishable and respond differently to different marketing mix elements and programs. Therefore, these segments are ________. a) differentiable b) observable c) measurable d) reachable e) accessible |
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When a product enters the maturity stage, the company should consider ________. a) harvesting the product b) modifying the product, market, or marketing mix c) dropping the product d) maintaining the product e) divesting the product |
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Which of the following statements regarding marketing intelligence is true? a) Marketing intelligence is publicly available information. b) The advantage of using competitive intelligence is negligible. c) Marketing intelligence is privately held information. d) All marketing intelligence is free. e) Marketing intelligence gathering is more focused on gaining insights into consumer activities than competitors' activities. |
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A society's ________ are expressed in how people view themselves, organizations, society, nature, and the universe. a) public policies b) economies c) cultural values d) demographics e) marketing responses |
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Which of the following is a tool for monitoring strategic marketing performance? a) a marketing plan b) a marketing dashboard c) a value delivery network d) a product differentiation e) a customer management organization |
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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 deliver superior customer value and satisfaction. Your manager is concerned with which one of the following? a) customer relationship management b) Web site hits c) database management d) not-for-profit marketing e) the societal marketing concept |
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When a market segment is large or profitable enough to serve, it is termed ________. a) differentiable b) measurable c) accessible d) substantial e) actionable |
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Which of the following is one of the reasons a segment would be less attractive to a company? a) does not match company's long run objectives b) power of suppliers c) concentrated market d) substitute products e) no competitors |
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Peter Cramer is constantly involved in evaluating the results of marketing strategies and plans and taking corrective action to ensure that objectives are attained. Peter's current work is most accurately classified as ________. a) strategic planning b) strategic control c) tactical planning d) marketing planning e) marketing control |
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Which of the following strategies would a company most likely use to increase customer satisfaction? a) decreasing variety of services offered b) lengthening the supply chain c) limiting experiences with a brand d) "firing" unprofitable customers e) lowering prices or increasing its services |
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All of the groups within a company are called the ________. a) diversity b) internal environment c) range d) culture e) climate |
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Which of the following is an example of a core belief? a) Extended warranties are never worth the money consumers pay for them. b) Canadians should display their patriotism. c) Marriage is important. d) Professionals should wear business clothes to work. e) The comforts of home are more important than entertainment outside of the home. |
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An increasing number of Canadian workers work out of their homes with technological conveniences such as personal computers, high-speed Internet access, and fax machines. These workers are referred to as the ________ market. a) Micropolitan b) LOHAS c) SOHO d) Gen X e) Millennial |
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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? a) psychographic b) geographic c) behavioural d) lifestyle e) demographic |
e) demographic |
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Juanita Castro is looking at whether her company's strategies are well matched to its opportunities. Juanita is utilizing ________. a) strategic control b) marketing control c) operating control d) marketing auditing e) SWOT analysis |
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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? a) true friends b) short-term customers c) strangers d) barnacles e) butterflies |
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________ is a person's pattern of living as expressed in his or her psychographics, including his or her activities, interests, and opinions. a) Culture b) Social class c) Personality d) Motive e) Lifestyle |
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A church targeting different demographic groups to increase attendance is an example of ________. a) societal marketing b) ethics in marketing c) not-for-profit marketing d) mindless marketing e) for-profit marketing |
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A ________ consists of all the product lines and items that a particular seller offers for sale. a) consumer mix b) line extension c) brand line d) packaging mix e) product mix |
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Information collected from online databases on the Internet is an example of ________ data. a) observational b) secondary c) ethnographic d) primary e) experimental |
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________ is the marketing logic by which a company hopes to achieve profitable customer relationships. a) Marketing strategy b) Price c) A consistent product mix d) Implementing a differentiation strategy e) Being a low-cost operator |
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Which department in a company carries the primary responsibility for achieving profitable growth? a) management b) finance c) operations d) marketing e) human resources |
d) marketing |
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The ultimate aim of customer relationship management is to produce ________. a) high current market share b) satisfied customers c) high customer equity d) a reliable database e) steady sales volume |
c) high customer equity |
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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 ________. a) vision statement b) business objectives c) business portfolio d) mission statement e) market tactics |
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Your local 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 educational and professional, of reading every day. This is an example of a(n) ________ campaign. a) consumer-generated b) for-profit c) social marketing d) ethical e) differentiated |
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In order to get their new products to market more quickly, many companies are adopting a faster, team-oriented approach called ________. team-based new-product development sequential product development phased-in new-product development market development simulated new-product development |
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At the very least, the ________ identifies the product or brand. It might also describe several things about the product and promote the brand. a) package b) line extension c) label d) social marketing e) specialty product |
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The ________ environment consists of factors that affect consumer purchasing power and spending patterns. a) technological b) political c) natural d) economic e) geological |
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Business portfolio planning involves two steps: ________ and ________. a) conducting a SWOT analysis; establishing marketing controls b) analyzing the current business portfolio; shaping the future business portfolio c) identifying SBUs; assessing the attractiveness of SBUs d) identifying growth opportunities; evaluating growth opportunities e) identifying internal strengths; identifying external opportunities |
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________ is the process of developing and maintaining a strategic fit between the organization's goals and capabilities and its changing marketing opportunities. a) Strategic planning b) Annual market planning c) Advertising d) Short-term planning e) Long-range planning |
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Which of the following costs is most likely associated with the commercialization stage of new-product development? a) determining the product's planned price, distribution, and marketing budget b) developing a prototype of the product c) identifying target markets d) building or renting a manufacturing facility e) paying groups of target consumers for product feedback |
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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 ________. a) competitive statement b) mission statement c) positioning statement d) vision statement e) company statement |
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What is the most pressing in Maslow's Hierarchy of Needs at any given time? a) social needs b) esteem needs c) safety needs d) self-actualization needs e) physiological needs |
e) physiological needs |
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Juana looked at her September issue of Macleans 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 September issue of the magazine became quite interesting to Juana due to ________. a) social factors b) selective attention c) the hierarchy of needs d) unconscious motivations e) subliminal messaging |
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________ 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. a) Shopping products b) Line extensions c) Industrial products d) Unsought products e) Specialty products |
e) Specialty products |
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The U.S.-based company Wal-Mart, the world's largest retailer, has successfully launched its stores in Mexico, Canada, the U.K., and Germany, and other nations. This is an example of how Wal-Mart is pursuing ________ as a growth strategy. a) product development b) market penetration c) demographic market development d) diversification e) geographical market development |
e) geographical market development |
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________ are society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviours. a) Social classes b) Attitudes c) Lifestyles d) Reference groups e) Cultures |
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Canada's Wonderland is identifying and developing new markets for its theme parks. Canada's Wonderland is exploring possibilities for ________. a) downsizing b) diversification c) market development d) product development e) market penetration |
c) market development |
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If baby boomers are predictors of where product and service demand will be, increased demands will most likely be evident in ________ in the coming years. a) the organic food industry b) beer and wine c) the apparel industry d) financial services e) university enrollment |
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When Wal-Mart customizes its merchandise store by store to meet shopper needs, it is practicing ________. a) niche marketing b) social segmentation c) local marketing d) individual marketing e) psychographic marketing |
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Which of the following would lead to greater competition in the maturity stage of the PLC? a) poor management b) diminishing budgets c) inadequate promotion d) market pioneers e) overcapacity of products in the market |
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A review of the sales, costs, and profit projections for a new product to find out whether they satisfy the company's objectives is called a ________. a) product acceptance b) business analysis c) proposal d) market strategy development e) business feasibility plan |
b) business analysis |
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Which of the steps in the marketing research process should be included in the following list: defining the problems and research objectives, implementing the research plan, and interpreting and reporting the findings? a) developing the research plan b) choosing the research agency c) developing the research budget d) choosing the research method e) comparing and contrasting primary and secondary data |
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The Canadian population began shifting from large cities to ________. a) farming communities b) suburbs and smaller urban populations c) rural areas d) coastal towns e) foreign countries |
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Which form of data below can usually be obtained more quickly and at a lower cost than the others? a) experimental research b) primary c) secondary d) observational research e) survey research |
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Which demographic group was once labeled "the MTV generation" but has become the most educated generation to date? a) Teenagers b) Generation X c) Generation Y d) Baby boomers e) Millennials |
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Which of the following is a real disadvantage of Web-based research? a) ease of administration b) speed c) control over who respondents are d) almost instantaneous results e) low costs |
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