course material

1. marketing research
marketing research1) Small companies can engage is marketing research in a number of
creative and inexpensive ways, including _______________.A. Using its own internal marketing
research departmentB. Buying information from database companies like A.C. Nielsen C.
Setting up their own web siteD. Using an online information service such as the internet2) A
marketing information system (MIS) consists of ___________.A. An organized collection of
comprehensive data about individual customers, prospects, or suspects that is currently
accessible for marketing purposes.B. The systematic design, collection, analysis, and
reporting of data and findings relevant to a specific marketing situation.C. A set of
procedures and sources used by managers to obtain everyday information and relevant
developments in the marketing environment.D. The people, equipment, and procedures to
gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to
marketing decision makers.3) 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 Holiday Inns. During each stay, they test all the amenities offered by the
motel and evaluate each. The evaluation forms are sent to the motel headquarters where it
becomes part of the motel’ s __________ systems.A. Accountability information system (AIS)B.
Experiential research dataC. Marketing researchD. Marketing intelligence4) All of the
following are steps in the marketing research process EXCEPT:A. Compare data to
government sourcesB. Collect the informationC. Define the problem and research
objectivesD. Present the findings5) The step in the marketing research process that includes
determining who will be sampled is to _______________.A. Collect the informationB. Develop
the research planC. Define the problem and research objectivesD. Make the decision based
on the project outcomes6) The second step in the marketing research process is
______________.A. Decision regarding the research tools and target groupB. Define the problem
and research objectivesC. Development of the research planD. Collection of the available
sources for information needed7) Marketing information systems are developed from
internal company records, marketing intelligence, and marketing research.A. TrueB. False8)
The last step in marketing research is developing the research plan.A. TrueB. False9)
Typically, companies budget about 11-12 percent of company sales for marketing
research.A. TrueB. False10) Lowe’ s home improvement stores strive to have nicer, more
knowledgeable salespeople, a better product selection, and to maintain an impeccable
image. These are all part of improving the offer via _____________.A. Increasing the service
valueB. Reducing the product’ s monetary costs to the buyers.C. Reducing the buyer’ s

2. nonmonetary costsD. Increasing total customer value11) ______________ is the difference
between a prospective customer’ s evaluation of all the benefits and costs of an offering and
the perceived alternatives.A. Customer delivered valueB. Customer perceived valueC. Total
customer costD. Customer relationship management12) Which of the following is NOT a
component part of total customer value?A. Psychic valueB. Services valueC. Product valueD.
Image value13) A(n) ________________ is likely to offer informal advice and information about a
product or product category.A. Opinion leaderB. Aspirational reference groupC. Primary
reference groupD. Diversity marketing program14) Each of the following is considered
consumer behavior EXCEPT:A. Acceptance of a political ideaB. Use of public transitC.
Selection of a productD. Production of a concert15) Within the United States, Southerners,
Mormons, and Native Americans are examples of:A. CulturesB. Psychologically defined
groupsC. Social classesD. Subcultures16) Business buying behavior differs from consumer
buying behavior in that _________.A. The demand for business goods and services is derived
from consumer’ s final demand.B.]Businesses buy products to accomplish a single goal,
which varies by industry and business.C. The buyers for the business market are typically
more geographically dispersed than those for the consumer market and the demand for
products and services in the consumer market is unaffected by price fluctuations.D. Fewer
people typically participate in or influence business buying decisions than in the consumer
market.17) The institutional market is best described as having _____________.A. Derived
demand, geographically concentrated suppliers, and budgetary constraints.B. Contract
negotiations and fluctuating demandC. Low budgets and a captive clienteleD. Demand
elasticity and geographically concentrated suppliers18) Business buyers ______________.A. Use
geographical dispersion to keep shipping costs lowB. Are largely concentrated in the
southwestern United StatesC. Are geographically as diverse as consumersD. Tend to be
geographically concentrated with over half of them in seven states19) Which of the
following is NOT an advantage of co-branding?A. Provides more opportunities with new
customersB. Generates additional sales from the existing target marketC. Might contribute
to overexposure of the brandD. Helps position new products20) When Apple introduced its
popular iPod Nano model, it dropped its Mini iPod at the same time. The Mini was, at the
time, the most popular mp3 player in the marketplace. This is an example of __________.A.
Product maturityB. A brand shake-outC. CEO Steve Job’ s large egoD. Preemptive
cannibalization21) A ___________ is when a parent brand is used on a new product targeting a
new market segment within a category currently served by the parent.A. Line extensionB.
Category extensionC. Joint-venture co-brandD. Same company co-brand22) Painting and
consulting are considered industrial goods because ______________.A. They facilitate
developing and managing the finished productB. Most firms do not seek them directlyC.
They are specialty goodsD. They are considered “ component materials” 23) In 2003,
Toyota introduced its Scion brand with the aim of bringing younger buyers into the
“ family.” This was a classic example of _________________.A. Line stretchingB. Line paddingC.
Line featuringD. Line cannibalization24) Marketers plan their market offerings at five levels.
What is the correct order of the levels, going from most fundamental to the level with the
most benefits?A. Potential-augmented-expected-core-basicB. Core-basic-expected-
augmented-potentialC. Basic-expected-augmented-core-potentialD. Expected-potential-

3. basic-augmented-core25) Which of the following is the best example of pure service?A. A
car repair shopB. A lawn mowing serviceC. A weight loss clinic that provides the consumer
with its own brand of foodD. A movie theater26) For $15 a day, Chlena will go to your home
and feed, water, and play with your pet while you are on vacation. The service Chlena
provides is an example of a _____________.A. HybridB. Tangible good with accompanying
serviceC. Pure serviceD. Major service with accompanying minor goods and services27)
Which of the following best describes the category in which the offering’ s service mix is
distinguished? “ People patronize restaurants for both food and service.” A. Tangible good
with accompanying servicesB. Pure tangible goodC. HybridD. Pure service28) When
customers buy on the basis of a reference price or because the price conveys a particular
quality image to them, they are being influenced by ____________.A. The psychology of
pricingB. Value pricingC. The going rates of competitorsD. Value augmented by
perception29) The introduction of a new product to the market using market-penetration
pricing is most likely to be successful when _____________.A. There must be no existing
demand for the productB. The unit costs of producing a small volume of the product are
highC. The market is highly price sensitiveD. The high price communicates nothing to
potential buyers30) A common mistake in pricing is ____________________.A. Considering price
and price competition as a key problem in marketingB. Revising prices too oftenC. Ignoring
costs when setting pricesD. Setting prices independently of the rest of the market mix31)
When Cyler goes to do his grocery shopping for the week he also likes to drop off his
finished rolls of film and visit the bank at the same time. He would also like the idea of
having a package mailing service to use while he is shopping. Cyler would enjoy doing his
grocery shopping at a _______________.A. Category killerB. Combination storeC. SuperstoreD.
Hypermarket32) Best Buy stores carry a deep assortment of the latest electronics gadgets.
They offer buyers a great deal of assistance and advice in making selections. Best Buy would
be an example of a _____________.A. Factory outletB. Specialty storeC. Department storeD.
Superstore33) Convenience goods such as snack foods are sold through _________________.A.
Limited serviceB. Self-selectionC. Full-serviceD. Self-service34) McDonald’ s franchisees get
a small discount when they pay their bills for supplies within the first seven days (when the
due date is 30 days after delivery). This is an example of ___________ within channel
relations.A. Conditions of saleB. Price policiesC. Sharing the risksD. Territorial rights35)
Because of Coca-Cola’ s size and power in the marketplace, they tend to dominate some
members in the channel. This allows them to require strong cooperation from resellers who
carry Coke products. This is an example of a(n) _____________.A. Horizontal marketing
systemB. Administered vertical marketing systemC. Corporate vertical marketing systemD.
Contractual vertical marketing system36) Which is the last major decision in international
marketing?A. Deciding on the marketing organizationB. Deciding how to enter the marketC.
Deciding on the marketing programD. Deciding which markets to enter37) Zhao is
advertising her import-export business and wants to find the most cost-effective way of
delivering the desired number and types of message exposures to her target audience. Zhao
is considering her ________________.A. Media selectionB. Creative development and executionC.
Plan of attackD. Marketing plan38) Advertising for Advil pain reliever shows Advil is
superior to Tylenol. This is an example of _________advertising.A. InformativeB. PersuasiveC.

4. ReminderD. Descriptive39) Assume you are advertising very expensive authentic Turkish
carpets to upscale investors in Germany. Credibility and prestige are important. The best
medium for your advertising message is _____________.A. Direct mailB. NewspapersC.
MagazineD. Television40) Which of the following would NOT be considered part of a
marketing communications program?A. Personal sellingB. A sales promotionC. An event
sponsorshipD. Brand contact41) This is the use of mail, telephone, fax, email, or the Internet
to communicate directly with or solicit a response or dialogue from specific customers or
prospects.A. Direct marketingB. Viral marketingC. Brand buildingD. Personal selling42)
Bradford Soap, the second largest soap maker in the world, occasionally arranges tours of
their plant in Warwick, Rhode Island. This is part of what kind of communications
platform?A. Sales promotionB. ExperiencesC. Personal sellingD. Events43) The first
computers originated for home use were only sold in kit form to technical enthusiasts who
did their own assembly. Demand was high and so were prices. At the time, the firm offering
these kits would likely have been using the __________ concept.A. ProductionB. MarketC.
TechnologicalD. Product44) The computer _______________ consists of the manufacturers of
computer memory chips, monitors, keyboards, coaxial cables, modems, software, storage
systems (disks, hard drives, portable USB media), and those who install, repair, and
maintain systems and software.A. MarketspaceB. MetamarketC. MacromarketD.
Marketplace45) Which of the following is correct?A. A megamarket includes only
suppliersB. A metamarket is a huge storeC. A marketspace is a digital shopping “ area.” D. A
metamediary is a physical marketplace.46) Marketing __________ is the art and science of
choosing target markets and getting, keeping, and growing customers through creating,
delivering, and communicating superior customer value.A. internallyB. integrationC.
segmentationD. management47) Which of the following is most closely associated with a
proactive marketing orientation?A. It involves delivering superior value.B. The marketer
focuses on the customers’ latent needs.C. It represents the “ make and sell“ philosophy.D. It
is about understanding and meeting customers’ expressed needs.48) __________________
is/are an organization function(s) and a set of processes for creating, communicating, and
delivering value to customers and for managing customer relationships in ways that benefit
the organization and its shareholders.A. MarketingB. EthicsC. Strategic planningD.
Management49) Which of the following is NOT one of the Ms in marketing?A.
ManagementB. MeasurementC. MoneyD. Mission50) Advertising for Advil pain reliever
shows how Advil is superior to Tylenol. This is an example of _________advertising.A.
PersuasiveB. InstructiveC. InformativeD. Reminder51) Hospitals are engaged in intense
competition to fill maternity beds. What type of advertising would hospitals most likely use
to advertise their new amenities like Jacuzzis in every room, filet mignon or lobster on the
menu, and afternoon teas for the new mothers and their families?A. DescriptiveB.
InformativeC. ReminderD. Persuasive