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1) Which of the following is NOT a step that mightbe used to improve the quality of a firm’s marketing intelligence?
A. Watching how the stock marketreacts to interestrate changes
B. Motivating distributors to pass along importantintelligence from the marketplace.
C. Collecting competitive intelligence bybuying a competitor’s products
D. Setting up a consumer panel
2) When Molly’s parents retired,they decided they wanted to travel. They found an ideal job that allows them to travel
for free, but the only catch is they have to stay at HolidayInns.During each stay, they test all the amenities offered by
the motel and evaluate each. The evaluation forms are sentto the motel headquarters where itbecomes partof the
motel’s __________ systems.
A. Accountability information system (AIS)
B. Marketing intelligence
C. Experiential research data
D. Marketing research
3) Typically, companies budgetabout11-12 percentof companysales for marketing research.
A. True
B. Fasle
4) Which of the following is NOT a componentpartof total customer value?
A. Psychic value
B. Image value
C. Product value
D. Services value
5) Lee is constantly begging his mother to buy him an iPod because the mostpopular kids athis school all have one.
His mother contends thathe’ll justbreak it or lose the music player if she buys it for him.For Lee, the mostpopular
kids in his school are examples ofa _______________.
A. Social class
B. Demographic group
C. Subculture
D. Reference group
6) A(n) ________________ is likelyto offer informal advice and information abouta product or pro ductcategory.
A. Opinion leader
B. Diversity marketing program
C. Primary reference group
D. Aspirational reference group
7) Which factors have the broadestand deepestinfluence on consumer behavior?
A. Cultural
B. Psychological
C. Personal
D. Social
8) Painting and consulting are considered industrial goods because ______________.
2. A. Most firms do not seek them directly
B. They are specialtygoods
C. They facilitate developing and managing the finished product
D. They are considered “component materials"
9) When SAP software added a Windows-style “back” button to its industrial invoice managementsoftware,the new
product___________.
A. Improved upon an existing product
B. Used a new product line
C. Used a marketing diversification strategy
D. Added to an existing product line
10) Ayal and Zif argue that going into fewer countries is advisable when ___________.
A. Population is low,and income size and growth are high in the initial countries chosen.
B. Population and income size are high,and population growth is low in the initial countries chosen.
C. Population,income size,and growth are high in the initial countries chosen.
D. Population,income size and growth are low in the initial countries chosen.
11) Which is the lastmajor decision in international marketing?
A. Deciding on the marketing program
B. Deciding which markets to enter
C. Deciding how to enter the market
D. Deciding on the marketing organization
12) Which of the following is NOTa step that mightbe used to improve the quality of a firm’s marketing intelligence?
A. Watching how the stock marketreacts to interestrate changes
B. Motivating distributors to pass along importantintelligence from the marketplace.
C. Collecting competitive intelligence bybuying a competitor’s products
D. Setting up a consumer panel
13) Which is correct about “noise” in the communication process?
A. It mostlyhappens during the decoding stage
B. It interferes with intended communication
C. It is controllable
D. It has only one source
14) Marketing __________ is the artand science ofchoosing targetmarkets and getting,keeping,and growing
customers through creating,delivering,and communicating superior customer value.
A. segmentation
B. integration
C. internally
D. management
15) Public policy makers have developed a substantial bodyof laws and regulations to govern advertising.For these
reasons,an importantstep in developing anadvertising campaign is _____________.
A. The social responsibilityreview
B. Asking network censors whatto cut out of the communication
C. Preparing a copy strategy statement
D. The creative developmentofthe message
16) Which of the following is an example of primarydata that would be used by Topps card companyto determine
popularityof its new hologram baseball card series?
3. A. Sales records for baseball cards gathered bythe industry’s trade council.
B. An article aboutthe hologram cards in a recent issue ofSports Illustrated
C. Data from sales records keptby exclusive dealers ofTopp’s hologram series
D. Input from focus groups thatwas put together specificallyto discuss their perception ofpopularityof the hologram
card series
17) A marketing information system (MIS) consists of___________.
A. An organized collection of comprehensive data aboutindividual customers,prospects,or suspects thatis currently
accessible for marketing purposes.
B. The systematic design, collection,analysis,and reporting ofdata and findings relevantto a specific marketing
situation.
C. The people,equipment,and procedures to gather,sort,analyze, evaluate, and distribute needed,timely,and
accurate information to marketing decision makers.
D. A setof procedures and sources used bymanagers to obtain everyday information and relevantdevelopments in
the marketing environment.
18) The step in the marketing research process thatincludes determining who will be sampled is to
_______________.
A. Collectthe information
B. Develop the research plan
C. Define the problem and research objectives
D. Make the decision based on the project outcomes
19) All of the following are steps in the marketing research process EXCEPT:
A. Compare data to governmentsources
B. Collectthe information
C. Define the problem and research objectives
D. Presentthe findings
20) The ____________ consists ofall the organizations thatacquire goods and services used in the production of
other products or services that are sold,rented,or supplied to other customers.
A. Consumer market
B. Institutional market
C. Government market
D. Business market
21) Toyota, the maker of the Scion brand,using whatkind of brand strategy with Scion products?
A. Individual names
B. Blanketfamily names
C. Corporate names
D. Separate family names
22) When SAP software added a Windows-style “back” button to its industrial invoice managementsoftware,the new
product___________.
A. Improved upon an existing product
B. Used a marketing diversification strategy
C. Added to an existing product line
D. Used a new productline
23) When customers buyon the basis ofa reference price or because the price conveys a particular quality image to
them,they are being influenced by ____________.
4. A. The going rates of competitors
B. Value augmented byperception
C. The psychology of pricing
D. Value pricing
24) A __________ pricing objective is suitable for a companythat has overcapacity, intense competition,and
changing customer needs.
A. Maximum current revenue
B. Maximum sales growth
C. Survival
D. Maximum currentprofit
25) A conceptin retailing that helps explain the emergence ofnew retailers is called the ___________ hypothesis.
A. Service-assortment
B. Productlife-cycle
C. Retail life cycle
D. Wheel-of-retailing
26) Which of the following would NOTbe considered partofa marketing communications program?
A. An event sponsorship
B. Personal selling
C. A sales promotion
D. Brand contact
27) McDonald’s franchisees geta small discountwhen they pay their bills for supplies within the firstseven days
(when the due date is 30 days after delivery). This is an example of ___________ within channel relations.
A. Sharing the risks
B. Territorial rights
C. Price policies
D. Conditions ofsales
28) __________________ are the means bywhich firms attemptto inform,persuade,and remind customers about
the products and brands they sell.
A. Marketing communications
B. Sales promotions
C. Mass communications
D. Brand images
29) Which of the following is mostcloselyassociated with a proactive marketing orientation?
A. It represents the “make and sell“philosophy.
B. The marketer focuses on the customers’ latentneeds.
C. It is about understanding and meeting customers’ expressed needs.
D. It involves delivering superior value
30) Marketing __________ is the artand science ofchoosing targetmarkets and getting,keeping,and growing
customers through creating,delivering,and communicating superior customer value.
A. segmentation
B. integration
C. management
D. internally
31) Which of the following is NOTa componentpartof total customer value?
5. A.Product value
B.Services value
C.Psychic value
D.Image value
32) About a year ago, Echo began renting her movies from Netflix. She perceived Netflix to be a better source
because ofthe enhanced selection,the responsive customer service emails she has received in answer to her online
queries,better pricing,and less effort compared to renting from the store in her town. Netflix has offered Echo better
_________ than the local competition.
A.Total customer cost
B.Customer perceived value
C.Customer delivered value
D.Total customer value
33) Lowe’s home improvementstores strive to have nicer, more knowledgeable salespeople,a better product
selection,and to maintain an impeccable image.These are all partof improving the offer via _____________.
A.Reducing the buyer’s nonmonetarycosts
B.Reducing the product’s monetarycosts to the buyers.
C.Increasing the service value
D.Increasing total customer value
34) _____________ are relativelyhomogeneous and enduring divisions in society,and may exhibit distinctproduct,
brand,and media preferences.
A.Subcultures
B.Social classes
C.Demographic groups
D.Cultures
35) Lee is constantlybegging his mother to buy him an iPod because the mostpopular kids athis school all have
one. His mother contends thathe’ll justbreak it or lose the music player if she buys it for him.For Lee, the most
popular kids in his school are examples ofa _______________.
A.Social class
B.Subculture
C.Demographic group
D.Reference group
36) Business buying behavior differs from consumer buying behavior in that _________.
A.[Answer Text]Businesses buyproducts to accomplish a single goal,which varies by industryand business.
B.The buyers for the business marketare typically more geographicallydispersed than those for the consumer
marketand the demand for products and services in the consumer marketis unaffected by price fluctuations.
C.The demand for business goods and services is derived from consumer’s final demand.
D.Fewer people typically participate in or influence business buying decisions than in the consumer market.
37) The institutional marketis bestdescribed as having _____________.
A.Contract negotiations and fluctuating demand
B.Low budgets and a captive clientele
C.Derived demand,geographicallyconcentratedsuppliers,and budgetaryconstraints.
D.Demand elasticityand geographicallyconcentrated suppliers
38) The ____________ consists ofall the organizations thatacquire goods and services used in the production of
other products or services that are sold,rented,or supplied to other customers.
