Ch.11 Test Questions & Answers Customer-Driven Marketing - Contemporary Business 18e | Test Bank by Louis E. Boone by Louis E. Boone. DOCX document preview.
Package Title: Chapter 11, Testbank
Course Title: Boone, 18e
Chapter Number: 11
Question Type: Multiple Choice
1) _____ refers to an orderly transfer of goods and services from the seller to the buyer.
a) secondary data
b) affinity program
c) Market segmentation
d) demographic
e) target market
f) End-use segmentation
g) marketing mix
h) data mining
i) Consumer behavior
j) Ownership utility
k) Exchange processes
l) Business products
m) person marketing
n) Mass customization
o) frequency marketing
p) Comarketing
q) cobranding
Difficulty: Easy
Learning Objective 1: 11.1
Section Reference 1: Define marketing.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
2) A company’s _____ blends four strategies to fit the needs and preferences of a specific target market.
a) secondary data
b) affinity program
c) Market segmentation
d) demographic
e) target market
f) End-use segmentation
g) marketing mix
h) data mining
i) Consumer behavior
j) Ownership utility
k) Exchange processes
l) Business products
m) person marketing
n) Mass customization
o) frequency marketing
p) Comarketing
q) cobranding
Difficulty: Medium
Learning Objective 1: 11.4
Section Reference 1: Outline the basic steps in developing a marketing strategy.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
3) _____ attempts to isolate the traits that distinguish a certain group of customers from the overall market.
a) secondary data
b) affinity program
c) Market segmentation
d) demographic
e) target market
f) End-use segmentation
g) marketing mix
h) data mining
i) Consumer behavior
j) Ownership utility
k) Exchange processes
l) Business products
m) person marketing
n) Mass customization
o) frequency marketing
p) Comarketing
q) cobranding
Difficulty: Medium
Learning Objective: 11.6
Section Reference 1: Discuss market segmentation.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
4) _____ are goods and services purchased to be used, either directly or indirectly, in the production of other goods for resale.
a) secondary data
b) affinity program
c) Market segmentation
d) demographic
e) target market
f) End-use segmentation
g) marketing mix
h) data mining
i) Consumer behavior
j) Ownership utility
k) Exchange processes
l) Business products
m) person marketing
n) Mass customization
o) frequency marketing
p) Comarketing
q) cobranding
Difficulty: Medium
Learning Objective 1: 11.4
Section Reference 1: Outline the basic steps in developing a marketing strategy.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
5) Marketing researchers use _____ as a quick and inexpensive resource of consumer information.
a) secondary data
b) affinity program
c) Market segmentation
d) demographic
e) target market
f) End-use segmentation
g) marketing mix
h) data mining
i) Consumer behavior
j) Ownership utility
k) Exchange processes
l) Business products
m) person marketing
n) Mass customization
o) frequency marketing
p) Comarketing
q) cobranding
Difficulty: Medium
Learning Objective 1: 11.5
Section Reference 1: Describe marketing research.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
6) _____ is a cooperative arrangement in which two businesses jointly market each other's products.
a) secondary data
b) affinity program
c) Market segmentation
d) demographic
e) target market
f) End-use segmentation
g) marketing mix
h) data mining
i) Consumer behavior
j) Ownership utility
k) Exchange processes
l) Business products
m) person marketing
n) Mass customization
o) frequency marketing
p) Comarketing
q) cobranding
Difficulty: Medium
Learning Objective: 11.8
Section Reference 1: Discuss relationship marketing.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
7) _____ includes the actions and decision making processes of buyers.
a) secondary data
b) affinity program
c) Market segmentation
d) demographic
e) target market
f) End-use segmentation
g) marketing mix
h) data mining
i) Consumer behavior
j) Ownership utility
k) Exchange processes
l) Business products
m) person marketing
n) Mass customization
o) frequency marketing
p) Comarketing
q) cobranding
Difficulty: Medium
Learning Objective 1: 11.7
Section Reference 1: Summarize consumer behavior.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
8) _____ are activities in which two or more parties give something of value to each other to satisfy perceived needs.
a) secondary data
b) affinity program
c) Market segmentation
d) demographic
e) target market
f) End-use segmentation
g) marketing mix
h) data mining
i) Consumer behavior
j) Ownership utility
k) Exchange processes
l) Business products
m) person marketing
n) Mass customization
o) frequency marketing
p) Comarketing
q) cobranding
Difficulty: Medium
Learning Objective 1: 11.3
Section Reference 1: Describe not-for-profit marketing and nontraditional marketing.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
9) A(n) _____ is a marketing effort sponsored by an organization that solicits involvement by individuals who share common interests and activities.
a) secondary data
b) affinity program
c) Market segmentation
d) demographic
e) target market
f) End-use segmentation
g) marketing mix
h) data mining
i) Consumer behavior
j) Ownership utility
k) Exchange processes
l) Business products
m) person marketing
n) Mass customization
o) frequency marketing
p) Comarketing
q) cobranding
Difficulty: Medium
Learning Objective: 11.8
Section Reference 1: Discuss relationship marketing.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
10) _____ focuses on the precise way a business-to-business purchaser will use a product.
a) secondary data
b) affinity program
c) Market segmentation
d) demographic
e) target market
f) End-use segmentation
g) marketing mix
h) data mining
i) Consumer behavior
j) Ownership utility
k) Exchange processes
l) Business products
m) person marketing
n) Mass customization
o) frequency marketing
p) Comarketing
q) cobranding
Difficulty: Medium
Learning Objective 1: 11.6
Section Reference 1: Discuss market segmentation.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
11) The group of potential customers toward whom a company directs its marketing efforts is the company's _____.
a) secondary data
b) affinity program
c) Market segmentation
d) demographic
e) target market
f) End-use segmentation
g) marketing mix
h) data mining
i) Consumer behavior
j) Ownership utility
k) Exchange processes
l) Business products
m) person marketing
n) Mass customization
o) frequency marketing
p) Comarketing
q) cobranding
Difficulty: Medium
Learning Objective 1: 11.4
Section Reference 1: Outline the basic steps in developing a marketing strategy.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
12) When two or more businesses link their names to a single product, _____ occurs.
a) secondary data
b) affinity program
c) Market segmentation
d) demographic
e) target market
f) End-use segmentation
g) marketing mix
h) data mining
i) Consumer behavior
j) Ownership utility
k) Exchange processes
l) Business products
m) person marketing
n) Mass customization
o) frequency marketing
p) Comarketing
q) cobranding
Difficulty: Medium
Learning Objective 1: 11.8
Section Reference 1: Discuss relationship marketing.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
13) A campaign to promote a political candidate is an example of _____.
a) secondary data
b) affinity program
c) Market segmentation
d) demographic
e) target market
f) End-use segmentation
g) marketing mix
h) data mining
i) Consumer behavior
j) Ownership utility
k) Exchange processes
l) Business products
m) person marketing
n) Mass customization
o) frequency marketing
p) Comarketing
q) cobranding
Difficulty: Medium
Learning Objective 1: 11.3
Section Reference 1: Describe not-for-profit marketing and nontraditional marketing.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
14) _____ programs reward purchasers with cash, rebates, merchandise, and other premiums for multiple purchases.
a) secondary data
b) affinity program
c) Market segmentation
d) demographic
e) target market
f) End-use segmentation
g) marketing mix
h) data mining
i) Consumer behavior
j) Ownership utility
k) Exchange processes
l) Business products
m) person marketing
n) Mass customization
o) frequency marketing
p) Comarketing
q) cobranding
Difficulty: Medium
Learning Objective 1: 11.8
Section Reference 1: Discuss relationship marketing.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
15) The use of computer-based technology to evaluate data in a database and identify useful trends is known as _____.
a) secondary data
b) affinity program
c) Market segmentation
d) demographic
e) target market
f) End-use segmentation
g) marketing mix
h) data mining
i) Consumer behavior
j) Ownership utility
k) Exchange processes
l) Business products
m) person marketing
n) Mass customization
o) frequency marketing
p) Comarketing
q) cobranding
Difficulty: Medium
Learning Objective 1: 11.5
Section Reference 1: Describe marketing research.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
16) _____ allows a company to bulk-produce goods and services while adding unique features to individual or small groups of orders.
a) secondary data
b) affinity program
c) Market segmentation
d) demographic
e) target market
f) End-use segmentation
g) marketing mix
h) data mining
i) Consumer behavior
j) Ownership utility
k) Exchange processes
l) Business products
m) person marketing
n) Mass customization
o) frequency marketing
p) Comarketing
q) cobranding
Difficulty: Medium
Learning Objective 1: 11.4
Section Reference 1: Outline the basic steps in developing a marketing strategy.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
17) The most common method of market segmentation is _____ segmentation.
a) secondary data
b) affinity program
c) Market segmentation
d) demographic
e) target market
f) End-use segmentation
g) marketing mix
h) data mining
i) Consumer behavior
j) Ownership utility
k) Exchange processes
l) Business products
m) person marketing
n) Mass customization
o) frequency marketing
p) Comarketing
q) cobranding
Difficulty: Medium
Learning Objective 1: 11.6
Section Reference 1: Discuss market segmentation.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
18) In _____, marketers can use sophisticated customer databases to combine data from several different organizational functions.
a) secondary data
b) affinity program
c) Market segmentation
d) demographic
e) target market
f) End-use segmentation
g) marketing mix
h) data mining
i) Consumer behavior
j) Ownership utility
k) Exchange processes
l) Business products
m) person marketing
n) Mass customization
o) frequency marketing
p) Comarketing
q) cobranding
Difficulty: Medium
Learning Objective 1: 11.5
Section Reference 1: Describe marketing research.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
19) Business decision makers can use market research to obtain data about a potential _____ in order to design effective marketing mixes.
a) secondary data
b) affinity program
c) Market segmentation
d) demographic
e) target market
f) End-use segmentation
g) marketing mix
h) data mining
i) Consumer behavior
j) Ownership utility
k) Exchange processes
l) Business products
m) person marketing
n) Mass customization
o) frequency marketing
p) Comarketing
q) cobranding
Difficulty: Medium
Learning Objective 1: 11.5
Section Reference 1: Describe marketing research.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
Question type: Essay
20) Define marketing.
Solution: Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. In addition to selling goods and services, marketing strategies help people advocate ideas or viewpoints and educate others.
Difficulty: Medium
Learning Objective 1: 11.1
Section Reference 1: Define marketing.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
21) Explain the exchange process.
Solution: When two or more parties benefit from trading things of value, they have entered into an exchange process. When you purchase a cup of coffee, the other party may be a convenience store clerk, a vending machine, or a Seattle’s Best server. The exchange seems simple—some money changes hands, and you receive your cup of coffee. But the exchange process is more complex than that. It could not occur if you didn’t feel the need for a cup of coffee or if the convenience store or vending machine were not available. You would not choose Seattle’s Best Coffee unless you were aware of the brand. Because of marketing, your desire for a flavored blend, plain black coffee, or decaf is identified, and the coffee manufacturer’s business is more likely to be successful.
Difficulty: Medium
Learning Objective 1: 11.1
Section Reference 1: Define marketing.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
22) Discuss the evolution of the marketing concept through the marketing history eras.
Solution: For centuries, organizations of the production era stressed efficiency in producing quality products. Their philosophy could be summed up by the remark, “A good product will sell itself.” Although this production orientation continued into the 20th century, it gradually gave way to the sales era, in which businesses assumed that consumers would buy as a result of energetic sales efforts. Organizations didn’t fully recognize the importance of their customers until the marketing era of the 1950s, when they began to adopt a consumer orientation. This focus intensified, leading to the emergence of the relationship era in the 1990s. In the relationship era, companies emphasized customer satisfaction and building long-term business relationships. Today, the social era continues to grow exponentially, thanks to the Internet and social media sites like Facebook, Twitter, and LinkedIn. Companies now routinely use mobile, social media, and the web as a way of marketing their goods and services to consumers.
Difficulty: Medium
Learning Objective 1: 11.2
Section Reference 1: Discuss the evolution of the marketing concept.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
23) Describe the five categories of nontraditional marketing and give an example of each.
Solution: There are five basic types of nontraditional marketing: person marketing, place marketing, cause marketing, organization marketing, and event marketing. Person marketing refers to efforts to attract the attention, interest, and preference of a target market toward an individual. An example is the marketing of a political candidate or celebrity. Place marketing attempts to attract people to a particular area, such as a city, state, or nation. Tourism is an example of place marketing. Cause marketing refers to the marketing that promotes awareness of, or raises money for, a cause or social issue, such as drug abuse prevention or childhood hunger. Organization marketing attempts to influence consumers to accept the goals of, receive the services of, or contribute in some way to an organization. The U.S. Postal Service is an example of organizational marketing. Event marketing involves the marketing or sponsorship of short-term events, such as athletic competitions and cultural and charitable performances. Events may be intended to raise money or awareness, or both. The American Diabetes Association sponsored “Tour de Cure,” a series of fund-raising cycling events held across the United States to raise funds to support its mission to prevent and cure diabetes. This is an example of event marketing.
Difficulty: Medium
Learning Objective 1: 11.3
Section Reference 1: Describe not-for-profit marketing and nontraditional marketing.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
24) Explain the term target market.
Solution: A target market is the group of people toward whom an organization markets its goods, services, or ideas with a strategy designed to satisfy their specific needs and preferences. Customer needs and wants vary considerably, and no single organization has the resources to satisfy everyone. Organizations must carefully study and analyze potential target markets and then choose among them.
Difficulty: Medium
Learning Objective 1: 11.4
Section Reference 1: Outline the basic steps in developing a marketing strategy.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
25) Define consumer products and business products and provide an example of how a product could be classified as both.
Solution: Consumer products—often known as business-to-consumer (B2C) products—are goods and services, such as GPS systems, tomato sauce, and a haircut, that are purchased by end users. Business products—or business-to-business (B2B) products—are goods and services purchased to be used, either directly or indirectly, in the production of other goods for resale; for example, an espresso machine at a coffee cafe or a printing press at a printer. Some products can fit either classification depending on who buys them and why. A computer or credit card can be used by a business or a consumer.
Difficulty: Medium
Learning Objective 1: 11.4
Section Reference 1: Outline the basic steps in developing a marketing strategy.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
26) Describe how a company might decide on a marketing mix for an international company.
Solution: Marketing goods or services in foreign markets means deciding whether to offer the same marketing mix in every market (standardization) or to develop a unique mix to fit each market (adaptation). The advantages of standardizing the marketing mix include reliable marketing performance and low costs. This approach works best with B2B goods, such as steel, chemicals, and aircraft, which require little sensitivity to a nation’s culture. Adaptation, on the other hand, lets marketers vary their marketing mix to suit local competitive conditions, consumer preferences, and government regulations. Consumer tastes are often shaped by local cultures. Because consumer products generally tend to be more culture dependent than business products, they more often require adaptation. Marketers also try to build adaptability into the designs of standardized goods and services for international and domestic markets. Mass customization allows a company to mass produce goods and services while adding unique features to individual or small groups of orders. A company must decide if advantages of adaption of its products or services outweigh disadvantages.
Difficulty: Medium
Learning Objective 1: 11.4
Section Reference 1: Outline the basic steps in developing a marketing strategy.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
27) Describe the sources of marketing research data.
Solution: Marketing research uses both external and internal data. Internal data develops within organizations, such as financial records. External data are data from outside sources, including previously published data. Secondary data or previously published data are low cost and easy to obtain. They are data previously collected and are often used because such data are less expensive and faster and easier to obtain. Sometimes, however, marketing researchers can justify the time and expense associated with obtaining primary data—data collected for the first time through surveys or observations—because it provides specific, current information impossible to find through the less expensive sources.
Difficulty: Medium
Learning Objective 1: 11.5
Section Reference 1: Describe marketing research.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
28) Define external data and discuss how this helps companies.
Solution: Researchers gather external data from outside sources, including previously published data. Trade associations publish reports on activities in particular industries. Advertising agencies collect information on the audiences reached by various media. National marketing research companies offer information through paid subscription services. Some of these professional research companies specialize in specific markets, such as teens or ethnic groups. This information helps companies make decisions about developing or modifying products.
Difficulty: Medium
Learning Objective 1: 11.5
Section Reference 1: Describe marketing research.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
29) Describe the consumer markets segmentations.
Solution: The four common bases for segmenting consumer markets are: geographic segmentation (based on location), demographic segmentation (based on gender, income, age, occupation, etc.), psychographic segmentation (based on lifestyle, values, and self-image), and product-related segmentation (based on buyer’s relationships to the good or service).
Difficulty: Medium
Learning Objective: 11.6
Section Reference 1: Discuss market segmentation.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
30) Discuss the three segmentation methods used by firms that offer business products.
Solution: Marketers divide business markets through geographic segmentation, demographic (or customer-based) segmentation, and end-use segmentation. Geographic segmentation methods for business markets resemble those for consumer markets. Many business-to-business marketers target geographically concentrated industries. Demographic, or customer-based, segmentation begins with a good or service design intended to suit a specific organizational market. To simplify the process of focusing on a particular type of business customer, the federal government has established the North American Industrial Classification System (NAICS). End-use segmentation focuses on the precise way in which a business-to-business purchaser will use a product.
Difficulty: Medium
Learning Objective: 11.6
Section Reference 1: Discuss market segmentation.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
31) Discuss the influence of interpersonal and personal factors on consumer behavior.
Solution: The actions of ultimate consumers directly involved in obtaining, consuming, and disposing of products and the decision processes that precede and follow these actions together describe consumer behavior. By studying consumers’ purchasing behavior, businesses can identify the processes consumers undergo to obtain, use, and dispose of purchased goods and services. Personal influences on consumer behavior include individual needs and motives, perceptions, attitudes, learned experiences, and self-concept. For example, one-hour delivery services like Google Express continue to grow with consumers who have a demand for convenience and instant gratification. Google Express offers same-day or overnight delivery of items from well-known stores like Barnes & Noble and Costco. With a Google Express membership, shipping is free on orders meeting minimum sales requirements. The interpersonal determinants of consumer behavior include cultural, social, and family influences. Culture includes values, language, rituals, and laws that guide behavior and daily habits. How people dress, the food they consume, the music they listen to, and the language they speak are all a function of cultural influences. When marketers understand such influences on purchases of clothing, food, and music, they can emphasize the same values in their marketing promotions.
Difficulty: Medium
Learning Objective: 11.7
Section Reference 1: Summarize consumer behavior.
Standard 1: AACSB || Analytic
Bloomcode: Comprehension
32) How does Salesforce.com use customer relationship management (CRM) software to help other businesses?
Solution: Customer relationship management (CRM) software technology helps organizations gather, sort, and interpret data about their customers. Organizations are able to build and manage their relationships with customers better with this software. Salesforce.com, for instance, creates highly scalable and customizable solutions for large and small businesses to offer customer insights using analytics. Business opportunities can be viewed with predictive analytics, and operations can be streamlined. Salesforce.com has developed SalesforceIQ, a product that allows data to be automatically captured and synced from inbound and outbound emails, calendars, and smartphone calls. All communication is analyzed to deliver powerful relationship intelligence to sell and service customers smarter.
Difficulty: Medium
Learning Objective: 11.8
Section Reference 1: Discuss relationship marketing.
Standard 1: AACSB || Analytic
Bloomcode: Analysis
Question type: Multiple Choice
33) Which of these is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large?
a) Marketing
b) Market segmentation
c) Consumer behavior
d) Marketing research
Difficulty: Easy
Learning Objective 1: 11.1
Section Reference 1: Define marketing.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
34) Which of these describes an activity in which two or more parties give something of value to each other to satisfy perceived needs
a) Marketing
b) Place utility
c) Exchange process
d) Time utility
Difficulty: Medium
Learning Objective 1: 11.1
Section Reference 1: Define marketing.
Standard 1: AACSB || Analytic
Bloomcode: Application
35) Juan owns a store that sells lampshades. The process of receiving money in return for lamp shades is _____.
a) marketing
b) place utility
c) exchange
d) time utility
Difficulty: Medium
Learning Objective 1: 11.1
Section Reference 1: Define marketing.
Standard 1: AACSB || Analytic
Bloomcode: Application
36) The marketing function creates all of the following types of utility EXCEPT which utility?
a) Time
b) Ownership
c) Place
d) Form
Difficulty: Medium
Learning Objective 1: 11.1
Section Reference 1: Define marketing.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
37) A convenience store offers _____ utility by being open 24 hours each day.
a) place
b) form
c) time
d) ownership
Difficulty: Easy
Learning Objective 1: 11.1
Section Reference 1: Define marketing.
Standard 1: AACSB || Analytic
Bloomcode: Application
38) Which utility is created by making a good or service available when customers want and need to purchase it?
a) Form
b) Ownership
c) Time
d) Place
Difficulty: Easy
Learning Objective 1: 11.1
Section Reference 1: Define marketing.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
39) Which utility is created by making a product available in a location convenient for customers to purchase?
a) Form
b) Ownership
c) Exchange
d) Place
Difficulty: Easy
Learning Objective 1: 11.1
Section Reference 1: Define marketing.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
40) _______ utility refers to an orderly transfer of goods and services from the seller to the buyer.
a) Form
b) Ownership
c) Exchange
d) Place
Difficulty: Medium
Learning Objective 1: 11.1
Section Reference 1: Define marketing.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
41) Which utility is also called possession utility?
a) Form
b) Ownership
c) Exchange
d) Place
Difficulty: Medium
Learning Objective 1: 11.1
Section Reference 1: Define marketing.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
42) Which utility is created when the business firm converts raw materials into finished goods and services?
a) Form
b) Ownership
c) Exchange
d) Place
Difficulty: Easy
Learning Objective 1: 11.1
Section Reference 1: Define marketing.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
43) A Wisconsin sporting goods store that sells fishing licenses at the start of each sport fishing season is creating _____ utility.
a) time
b) form
c) ownership
d) place
Difficulty: Medium
Learning Objective 1: 11.1
Section Reference 1: Define marketing.
Standard 1: AACSB || Analytic
Bloomcode: Application
44) Place utility is created
a) when arrangements for the transfer of title from seller to buyer are made.
b) when the product is made available to the consumer at a time the consumer wants to buy it.
c) by having the good or service available at a convenient location when the consumer wants to buy it.
d) when the business firm converts raw materials into finished products.
Difficulty: Easy
Learning Objective 1: 11.1
Section Reference 1: Define marketing.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
45) The location of a coffee shop franchise in a mall creates _____ utility.
a) place
b) ownership
c) form
d) time
Difficulty: Easy
Learning Objective 1: 11.1
Section Reference 1: Define marketing.
Standard 1: AACSB || Analytic
Bloomcode: Application
46) The utility that is created when a salesperson at a car dealership completes the sales contract is _____ utility.
a) place
b) form
c) time
d) ownership
Difficulty: Medium
Learning Objective 1: 11.1
Section Reference 1: Define marketing.
Standard 1: AACSB || Analytic
Bloomcode: Application
47) The era in marketing history characterized by the notion that creative advertising would convince consumers to buy a product is known as the _____ era.
a) relationship
b) production
c) sales
d) marketing
Difficulty: Medium
Learning Objective 1: 11.2
Section Reference 1: Discuss the evolution of the marketing concept.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
48) Which era in marketing history is characterized by the notion that a good product will sell itself?
a) Production
b) Sales
c) Marketing
d) Relationship
Difficulty: Medium
Learning Objective 1: 11.2
Section Reference 1: Discuss the evolution of the marketing concept.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
49) The era in marketing history characterized by the notion that the consumer is king is known as the ________ era.
a) sales
b) marketing
c) production
d) relationship
Difficulty: Medium
Learning Objective 1: 11.2
Section Reference 1: Discuss the evolution of the marketing concept.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
50) The current marketing period where companies emphasize customer satisfaction is referred to as the ________ era.
a) production
b) relationship
c) marketing
d) sales
Difficulty: Medium
Learning Objective 1: 11.2
Section Reference 1: Discuss the evolution of the marketing concept.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
51) Which of these refers to a companywide customer orientation with the objective of achieving long-run success?
a) Marketing concept
b) Big data
c) Consumer behavior
d) Cause marketing
Difficulty: Easy
Learning Objective 1: 11.2
Section Reference 1: Discuss the evolution of the marketing concept.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
52) As the result of a hurricane heading toward the coastal area of Virginia, residents rushed to purchase plywood to cover their windows. Retailers who carried plywood were operating in a ________.
a) buyer’s market
b) mixed economy
c) regulated market
d) seller’s market
Difficulty: Medium
Learning Objective 1: 11.2
Section Reference 1: Discuss the evolution of the marketing concept.
Standard 1: AACSB || Analytic
Bloomcode: Application
53) The application of marketing strategies helps not-for-profit organizations _____.
a) analyze consumer behavior
b) satisfy customers
c) secure funding
d) create forms of utility
Difficulty: Easy
Learning Objective 1: 11.3
Section Reference 1: Describe not-for-profit marketing and nontraditional marketing.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
54) Dominique is campaigning for the city council’s initiative related to general public safety. She talks to the public about their concerns. Dominique is engaged in _____ marketing.
a) person
b) place
c) cause
d) idea
Difficulty: Medium
Learning Objective 1: 11.3
Section Reference 1: Describe not-for-profit marketing and nontraditional marketing.
Standard 1: AACSB || Analytic
Bloomcode: Application
55) Local officials in a mid-size town used _____ marketing to convince major businesses to move to their area, including advertisements that emphasized low tax rates and accessible transportation.
a) place
b) event
c) organization
d) cause
Difficulty: Medium
Learning Objective 1: 11.3
Section Reference 1: Describe not-for-profit marketing and nontraditional marketing.
Standard 1: AACSB || Analytic
Bloomcode: Application
56) The Tour of Hope is a cross-country bike tour designed to raise awareness about cancer clinical trials. Dasani bottled water is one of the sponsors, which enables the company to utilize _____ marketing.
a) organization
b) event
c) place
d) person
Difficulty: Medium
Learning Objective 1: 11.3
Section Reference 1: Describe not-for-profit marketing and nontraditional marketing.
Standard 1: AACSB || Analytic
Bloomcode: Application
57) An example of _____ is the use of the slogan “No one deserves to die” by the Lung Cancer Alliance.
a) person marketing
b) organization marketing
c) cause marketing
d) place marketing
Difficulty: Medium
Learning Objective 1: 11.3
Section Reference 1: Describe not-for-profit marketing and nontraditional marketing.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
58) The marketing of a social concern or issue such as preventing child abuse is known as _____ marketing.
a) cause
b) person
c) place
d) organization
Difficulty: Medium
Learning Objective 1: 11.3
Section Reference 1: Describe not-for-profit marketing and nontraditional marketing.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
59) Relay for Life raises money for the American Cancer Society for cancer research and treatment. This is an example of _____ marketing.
a) idea
b) place
c) organization
d) service
Difficulty: Medium
Learning Objective 1: 11.3
Section Reference 1: Describe not-for-profit marketing and nontraditional marketing.
Standard 1: AACSB || Analytic
Bloomcode: Application
60) _______ allows marketers to assess competitive, social, economic, technological, and political environments that may impact business, and consequently, marketing decisions.
a) Environmental scanning
b) Data mining
c) Business intelligence
d) Data warehouse
Difficulty: Easy
Learning Objective 1: 11.4
Section Reference 1: Outline the basic steps in developing a marketing strategy.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
61) A business aims its promotions toward singles between the ages of 25 and 40 who reside in a specific county. The business has _____.
a) created personal utility
b) developed a marketing plan
c) developed a marketing mix
d) selected a target market
Difficulty: Medium
Learning Objective 1: 11.4
Section Reference 1: Outline the basic steps in developing a marketing strategy.
Standard 1: AACSB || Analytic
Bloomcode: Application
62) Goods and services such as haircuts, GPS systems, and computers that are purchased for end users are examples of _____.
a) consumer products
b) business products
c) target market
d) marketing mix
Difficulty: Medium
Learning Objective 1: 11.4
Section Reference 1: Outline the basic steps in developing a marketing strategy.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
63) All of the following is included in a company’s marketing plan EXCEPT
a) information about specific activities to be undertaken.
b) the audience to whom specified activities are targeted.
c) the social causes to which the company contributes.
d) metrics used to measure goals.
Difficulty: Easy
Learning Objective 1: 11.4
Section Reference 1: Outline the basic steps in developing a marketing strategy.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
64) The group of potential customers toward whom an organization directs its marketing efforts is its _____.
a) marketing demographic
b) target market
c) market segment
d) product market
Difficulty: Medium
Learning Objective 1: 11.4
Section Reference 1: Outline the basic steps in developing a marketing strategy.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
65) Companies use _____ to fit the needs and preferences of a specific target market by combining product, distribution, promotion, and pricing strategies.
a) a marketing mix
b) organization marketing
c) consumer behavior
d) market segmentation
Difficulty: Medium
Learning Objective 1: 11.4
Section Reference 1: Outline the basic steps in developing a marketing strategy.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
66) Identify a true statement about traditional drug store chains that double as health care clinics.
a) They offer appropriate medication and vaccinations.
b) They have better diagnostic equipment.
c) They are low-cost and convenient.
d) They rarely require any promotional strategies.
Difficulty: Medium
Learning Objective 1: 11.4
Section Reference 1: Outline the basic steps in developing a marketing strategy.
Standard 1: AACSB || Analytic
Bloomcode: Comprehension
67) Which of the following marketing decision areas may be subject to government regulation and public scrutiny but can be a powerful competitive tool for a business?
a) Pricing strategy
b) Distribution strategy
c) Product strategy
d) Promotional strategy
Difficulty: Medium
Learning Objective 1: 11.4
Section Reference 1: Outline the basic steps in developing a marketing strategy.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
68) Which of the following strategy effectively blends advertising, personal selling, sales promotion, and public relations to achieve its goals of informing, persuading, and influencing purchase decisions?
a) Promotional
b) Distribution
c) Pricing
d) Product
Difficulty: Medium
Learning Objective 1: 11.4
Section Reference 1: Outline the basic steps in developing a marketing strategy.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
69) Suman works on creating ways to ensure that customers receive goods at the right time and correct location. Suman is involved in her firm's _____ strategy.
a) pricing
b) promotion
c) distribution
d) product
Difficulty: Medium
Learning Objective 1: 11.4
Section Reference 1: Outline the basic steps in developing a marketing strategy.
Standard 1: AACSB || Analytic
Bloomcode: Application
70) Nicholas is developing the marketing mix for his company's new line of power tools. A brand name, price, and distribution system have been decided. Now Nicholas is concentrating his efforts on developing the best advertising plan for the product line. The advertising plan is part of Nicholas’s ______ strategy.
a) production
b) pricing
c) promotional
d) product
Difficulty: Easy
Learning Objective 1: 11.4
Section Reference 1: Outline the basic steps in developing a marketing strategy.
Standard 1: AACSB || Analytic
Bloomcode: Application
71) Colormaster Corp. has implemented _____ so that its customers can choose their own fabric, style, individual features, and size.
a) relationship production
b) standardization
c) organization marketing
d) mass customization
Difficulty: Medium
Learning Objective 1: 11.4
Section Reference 1: Outline the basic steps in developing a marketing strategy.
Standard 1: AACSB || Analytic
Bloomcode: Comprehension
72) A fast-food chain specializing in Chinese food starts serving Indo-Chinese food in order to attract a more varied target audience. This is an example of
a) mass customization.
b) adaptation.
c) standardization.
d) organization marketing.
Difficulty: Medium
Learning Objective 1: 11.4
Section Reference 1: Outline the basic steps in developing a marketing strategy.
Standard 1: AACSB || Analytic
Bloomcode: Application
73) Standardization would be most appropriate for all of the following products EXCEPT
a) checking accounts.
b) chemicals.
c) steel.
d) commercial aircraft.
Difficulty: Medium
Learning Objective 1: 11.4
Section Reference 1: Outline the basic steps in developing a marketing strategy.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
74) Adaptation works best for which of the following products?
a) Paper
b) Fast food
c) Wood
d) Natural gas
Difficulty: Medium
Learning Objective 1: 11.4
Section Reference 1: Outline the basic steps in developing a marketing strategy.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
75) Data collected for the first time through observation or surveys is
a) secondary data.
b) external data.
c) primary data.
d) a marketing information system.
Difficulty: Easy
Learning Objective 1: 11.5
Section Reference 1: Describe marketing research.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
76) Census data are _____ and _____ data for marketing researchers.
a) internal; primary
b) external; primary
c) external; secondary
d) internal; secondary
Difficulty: Medium
Learning Objective 1: 11.5
Section Reference 1: Describe marketing research.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
77) Vincent obtains research data based on the number of unique visitors to his company’s website, as well as tracking types of orders and amount of money spent. Vincent is acquiring what type of research data?
a) Principal
b) Secondary
c) External
d) Primary
Difficulty: Medium
Learning Objective 1: 11.5
Section Reference 1: Describe marketing research.
Standard 1: AACSB || Analytic
Bloomcode: Application
78) A company's financial records are a source of _____ and _____ data for marketing researchers.
a) internal; primary
b) external; primary
c) external; secondary
d) internal; secondary
Difficulty: Medium
Learning Objective 1: 11.5
Section Reference 1: Describe marketing research.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
79) The information collected in massive amounts and at unprecedented speed from both traditional and digital sources to be used in business decision making is called
a) market research.
b) primary data.
c) big data.
d) business intelligence.
Difficulty: Easy
Learning Objective 1: 11.5
Section Reference 1: Describe marketing research.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
80) Zhou is reviewing data that shows sales of her company's products during specific hours of each day. What kind of data is Zhou reviewing?
a) Survey data
b) Secondary data
c) External data
d) Internal data
Difficulty: Medium
Learning Objective 1: 11.5
Section Reference 1: Describe marketing research.
Standard 1: AACSB || Analytic
Bloomcode: Application
81) Which of the following is a drawback to using census and other government data sources?
a) Accessing government data is expensive.
b) Government data can become outdated quickly.
c) Accessing government data is difficult.
d) Government data sources are unreliable.
Difficulty: Medium
Learning Objective 1: 11.5
Section Reference 1: Describe marketing research.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
82) Antonio works as a marketing researcher and goes online to obtain information from government publications for census data and demographics. What type of data is Antonio researching?
a) Internal data
b) Peripheral data
c) Secondary data
d) Primary data
Difficulty: Medium
Learning Objective 1: 11.5
Section Reference 1: Describe marketing research.
Standard 1: AACSB || Analytic
Bloomcode: Application
83) Enrique and Lin assembled a group of 12 people and had the group evaluate several promotional campaigns. Enrique and Lin collected data from a(n)
a) focus group.
b) survey.
c) observational source.
d) secondary source.
Difficulty: Medium
Learning Objective 1: 11.5
Section Reference 1: Describe marketing research.
Standard 1: AACSB || Analytic
Bloomcode: Application
84) Which of these best define business intelligence?
a) It is an analysis of external environmental factors by marketers to understand how these factors impact business and marketing decisions.
b) It is the process of collecting and evaluating information to help marketers make effective decisions.
c) It is the task of using computer-based technology to evaluate data in a database and identify useful trends.
d) It is a combination of activities and technologies for gathering, storing, and analyzing data to make better competitive decisions.
Difficulty: Medium
Learning Objective 1: 11.5
Section Reference 1: Describe marketing research.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
85) Salma is a research specialist in the marketing division. She is working on a project that involves searching through customer database to detect spending patterns or trends that her company could target to increase sales. Salma is
a) developing a value-added database.
b) segmenting and correlating the data files.
c) doing environmental scanning.
d) data mining.
Difficulty: Medium
Learning Objective 1: 11.5
Section Reference 1: Describe marketing research.
Standard 1: AACSB || Analytic
Bloomcode: Application
86) _____ attempts to isolate the traits that distinguish a certain group of customers from the overall market.
a) Marketing
b) Market segmentation
c) Demographic segmentation
d) Data mining
Difficulty: Medium
Learning Objective: 11.6
Section Reference 1: Discuss market segmentation.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
87) One of the most common forms of segmenting consumer markets uses characteristics such as age, income, household size, and/or ethnic group. This is known as ________ segmentation.
a) geographic
b) psychographic
c) end-use
d) demographic
Difficulty: Medium
Learning Objective: 11.6
Section Reference 1: Discuss market segmentation.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
88) The common bases for segmenting consumer markets include all of the following EXCEPT _____ factors.
a) psychographic
b) geographic
c) demographic
d) end-use
Difficulty: Easy
Learning Objective: 11.6
Section Reference 1: Discuss market segmentation.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
89) The marketing strategy that focuses on the precise way a B2B purchaser will use a product is known as ______.
a) product-related segmentation
b) geographical segmentation
c) end-use segmentation
d) demographic segmentation
Difficulty: Medium
Learning Objective: 11.6
Section Reference 1: Discuss market segmentation.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
90) Javier is using demographic data methods for segmenting a market. He will use all of the following EXCEPT
a) age.
b) education.
c) location.
d) income.
Difficulty: Medium
Learning Objective: 11.6
Section Reference 1: Discuss market segmentation.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
91) Forbes, Fortune, and similar types of magazines often contain ads for Rolex watches, BMW automobiles, and other luxury items. Advertisers are trying to reach a market segment based on _____.
a) income
b) age
c) gender
d) location
Difficulty: Medium
Learning Objective: 11.6
Section Reference 1: Discuss market segmentation.
Standard 1: AACSB || Analytic
Bloomcode: Application
92) Cuba is developing several different marketing strategies based on target markets that differ in terms of lifestyles. He is segmenting the overall market by _____.
a) demographics
b) end-use
c) psychographics
d) product
Difficulty: Medium
Learning Objective: 11.6
Section Reference 1: Discuss market segmentation.
Standard 1: AACSB || Analytic
Bloomcode: Application
93) Amazon.com keeps track of goods its customers have ordered. When a returning customer logs onto Amazon.com, the site creates a list of recommendations based on the customer's purchasing history. Amazon is segmenting the market by
a) product.
b) psychographic.
c) demographics.
d) end-use.
Difficulty: Medium
Learning Objective: 11.6
Section Reference 1: Discuss market segmentation.
Standard 1: AACSB || Analytic
Bloomcode: Application
94) All of the following are methods of segmenting the business market EXCEPT
a) psychographics.
b) demographics.
c) geographic.
d) end-use.
Difficulty: Medium
Learning Objective: 11.6
Section Reference 1: Discuss market segmentation.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
95) Which of these refers to the actions of consumers directly involved in obtaining, consuming, and disposing of products and the decision processes that precede and follow these actions?
a) Buyer behavior
b) Consumer behavior
c) Marketing management
d) Consumer-goods manufacturing process
Difficulty: Easy
Learning Objective: 11.7
Section Reference 1: Summarize consumer behavior.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
96) Interpersonal determinants of consumer behavior include all of the following EXCEPT _____ influences.
a) motivational
b) cultural
c) social
d) family
Difficulty: Easy
Learning Objective: 11.7
Section Reference 1: Summarize consumer behavior.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
97) Which of the following is an interpersonal determinant of consumer behavior?
a) Family influences
b) Attitudes
c) Perceptions
d) Motives
Difficulty: Easy
Learning Objective: 11.7
Section Reference 1: Summarize consumer behavior.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
98) Personal determinants in the buying decision include all of the following EXCEPT
a) needs and motives.
b) perceptions.
c) learning and self-concept.
d) cultural experiences.
Difficulty: Medium
Learning Objective: 11.7
Section Reference 1: Summarize consumer behavior.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
99) Denzel seeks out cleaning products that are environmental friendly and is willing to pay extra for a “green” brand. Denzel’s purchase is governed by
a) interpersonal determinants.
b) personal determinants.
c) relationship marketing.
d) end-use segmentation.
Difficulty: Medium
Learning Objective: 11.7
Section Reference 1: Summarize consumer behavior.
Standard 1: AACSB || Analytic
Bloomcode: Application
100) Penelope wants to purchase a new printer for her computer. She decides to stick with the brand she knows because of her experience with its efficiency and reliability. This is an example of a(n)
a) interpersonal determinant.
b) personal determinant.
c) buying behavior.
d) recognition of problem or opportunity.
Difficulty: Medium
Learning Objective: 11.7
Section Reference 1: Summarize consumer behavior.
Standard 1: AACSB || Analytic
Bloomcode: Application
101) Huang is tired of doing his laundry at the local laundromat and would like to buy a washer and dryer for his apartment. He notices that an online retail store is having a half-price sale. Huang is at what step of the consumer behavior process?
a) Searching for alternatives
b) Evaluation of alternatives
c) Purchase decision
d) Purchase act
Difficulty: Medium
Learning Objective: 11.7
Section Reference 1: Summarize consumer behavior.
Standard 1: AACSB || Analytic
Bloomcode: Application
102) Developing and maintaining long-term, cost-effective exchange relationships with individual customers, suppliers, employees, and other partners for mutual benefit characterizes
a) relationship management.
b) customer satisfaction.
c) relationship marketing.
d) interpersonal consumer relationships.
Difficulty: Medium
Learning Objective: 11.8
Section Reference 1: Discuss relationship marketing.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
103) Isabella has initiated a project to establish a company website for interactive electronic commerce that encourages customers to provide the company with information on their purchase decision factors, post-purchase evaluations, lifestyles, and future expectations for service. Isabella plans to use the Internet for
a) market segmentation.
b) end-use segmentation.
c) organization marketing.
d) relationship marketing.
Difficulty: Easy
Learning Objective: 11.8
Section Reference 1: Discuss relationship marketing.
Standard 1: AACSB || Analytic
Bloomcode: Application
104) Which of the following is NOT consistent with relationship marketing?
a) Focusing on attaining new customers, even at the expense of losing long-term ones
b) Developing partnerships with suppliers
c) Developing partnerships with customers
d) Supporting other businesses whose support is beneficial to the company's goals
Difficulty: Medium
Learning Objective: 11.8
Section Reference 1: Discuss relationship marketing.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
105) Approximately how much more does it cost to attract one new customer than to keep an existing one?
a) Five times as much
b) Three times as much
c) Twice as much
d) About the same
Difficulty: Easy
Learning Objective: 11.8
Section Reference 1: Discuss relationship marketing.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
106) Hershey has teamed up with Betty Crocker to introduce a new line of co-branded desserts, including cookies, cupcakes, and frostings. This is an example of
a) a comarketed product.
b) supplier-producer cooperation.
c) a marketing mix.
d) a cobranded product.
Difficulty: Easy
Learning Objective: 11.8
Section Reference 1: Discuss relationship marketing.
Standard 1: AACSB || Analytic
Bloomcode: Comprehension
107) ABC University offers its alumni a special Visa card with the university's logo printed on the front. Each time the cardholder uses the card, the university receives a small percentage of the amount charged. This is an example of
a) cobranding.
b) an affinity program.
c) a frequency marketing program.
d) comarketing.
Difficulty: Medium
Learning Objective: 11.8
Section Reference 1: Discuss relationship marketing.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
108) When McDonald’s offered Madame Alexander gifts in its Happy Meals, both companies profited from the _____ arrangement.
a) comarketing
b) cobranding
c) affinity program
d) transaction marketing
Difficulty: Medium
Learning Objective: 11.8
Section Reference 1: Discuss relationship marketing.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
109) SoledShop Ltd. manufactures customized coffee mugs, coasters, wall posters, postcards, and magnets. SoledShop Ltd. is involved in creating _____ utility.
a) place
b) form
c) time
d) ownership
Difficulty: Easy
Learning Objective 1: 11.1
Section Reference 1: Define marketing.
Standard 1: AACSB || Analytic
Bloomcode: Application
110) Branding expert David Armano started The Daniela Project in which he requested the users of Critical Mass, a digital experience design agency, to help support women who have been victims of domestic abuse. The Daniela Project is an example of _____ marketing.
a) person
b) event
c) cause
d) place
Difficulty: Medium
Learning Objective 1: 11.3
Section Reference 1: Describe not-for-profit marketing and nontraditional marketing.
Standard 1: AACSB || Analytic
Bloomcode: Application
111) A Lenovo laptop with an i5 processor would be an example of
a) cobranding.
b) product-mix.
c) affinity program.
d) marketing mix.
Difficulty: Medium
Learning Objective: 11.8
Section Reference 1: Discuss relationship marketing.
Standard 1: AACSB || Analytic
Bloomcode: Application
Question type: True/False
112) Marketing is rarely useful as an education tool.
Difficulty: Medium
Learning Objective 1: 11.1
Section Reference 1: Define marketing.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
113) Marketing is a process that begins with discovering unmet customer need.
Difficulty: Medium
Learning Objective 1: 11.1
Section Reference 1: Define marketing.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
114) As long as one party offers something of value, perceived needs are met in the exchange process.
Difficulty: Medium
Learning Objective 1: 11.1
Section Reference 1: Define marketing.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
115) An exchange process is an activity in which two or more parties give something of value to each other to satisfy perceived needs.
Difficulty: Easy
Learning Objective 1: 11.1
Section Reference 1: Define marketing.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
116) Marketing creates people, time, place, and ownership utility.
Difficulty: Medium
Learning Objective 1: 11.1
Section Reference 1: Define marketing.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
117) Ownership utility is created by making a product available in a location and at a time convenient for customers.
Difficulty: Medium
Learning Objective 1: 11.1
Section Reference 1: Define marketing.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
118) Ownership utility is also called possession utility.
Difficulty: Easy
Learning Objective 1: 11.1
Section Reference 1: Define marketing.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
119) Form utility is created by making a product available in a location convenient for customers to purchase.
Difficulty: Medium
Learning Objective 1: 11.1
Section Reference 1: Define marketing.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
120) Sophia opened a sandwich stand near a row of corporate offices whose employees previously had to drive several miles to get their lunch. Sophia is utilizing place utility.
Difficulty: Easy
Learning Objective 1: 11.1
Section Reference 1: Define marketing.
Standard 1: AACSB || Analytic
Bloomcode: Application
121) The production era stressed efficiency in producing quality products.
Difficulty: Medium
Learning Objective 1: 11.2
Section Reference 1: Discuss the evolution of the marketing concept.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
122) The marketing concept refers to a company-wide customer orientation with the objective of achieving long-term success.
Difficulty: Easy
Learning Objective 1: 11.2
Section Reference 1: Discuss the evolution of the marketing concept.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
123) A buyer's market is one characterized by a shortage of goods and services.
Difficulty: Medium
Learning Objective 1: 11.2
Section Reference 1: Discuss the evolution of the marketing concept.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
124) Because not-for-profit organizations do not compete for dollars as commercial businesses do, marketing strategies are not essential for them.
Difficulty: Easy
Learning Objective 1: 11.3
Section Reference 1: Describe not-for-profit marketing and nontraditional marketing.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
125) It is illegal for not-for-profit organizations to partner with profit companies since not-for-profits may not earn a profit.
Difficulty: Medium
Learning Objective 1: 11.3
Section Reference 1: Describe not-for-profit marketing and nontraditional marketing.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
126) Sponsoring a charitable performances is known as event marketing.
Difficulty: Medium
Learning Objective 1: 11.3
Section Reference 1: Describe not-for-profit marketing and nontraditional marketing.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
127) The use of websites, magazine ads, and mail sent directly to consumers by companies to market their organizations is an example of organization marketing.
Difficulty: Medium
Learning Objective 1: 11.3
Section Reference 1: Describe not-for-profit marketing and nontraditional marketing.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
128) Identify a target market is the first element of a marketing strategy.
Difficulty: Easy
Learning Objective 1: 11.4
Section Reference 1: Outline the basic steps in developing a marketing strategy.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
129) Products such as computers fall into the category of either consumer or business, but never in both categories since they are end-user products.
Difficulty: Medium
Learning Objective 1: 11.4
Section Reference 1: Outline the basic steps in developing a marketing strategy.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
130) Marketing segmentation is the group of potential customers toward whom an organization directs its marketing efforts.
Difficulty: Medium
Learning Objective 1: 11.4
Section Reference 1: Outline the basic steps in developing a marketing strategy.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
131) Business products include products and services used in the production of other goods for resale.
Difficulty: Easy
Learning Objective 1: 11.4
Section Reference 1: Outline the basic steps in developing a marketing strategy.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
132) Marketing success depends not on the four individual strategies but on their successful combination.
Difficulty: Medium
Learning Objective 1: 11.4
Section Reference 1: Outline the basic steps in developing a marketing strategy.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
133) Pricing strategy decisions include package design, brand names, trademarks, and product image.
Difficulty: Medium
Learning Objective 1: 11.4
Section Reference 1: Outline the basic steps in developing a marketing strategy.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
134) Pricing is one of the most difficult areas of marketing decision making because these decisions are often subject to government regulation and public scrutiny.
Difficulty: Medium
Learning Objective 1: 11.4
Section Reference 1: Outline the basic steps in developing a marketing strategy.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
135) Standardization may lead to higher costs.
Difficulty: Easy
Learning Objective 1: 11.4
Section Reference 1: Outline the basic steps in developing a marketing strategy.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
136) Because they tend to be culture dependent, business products usually require adaptation.
Difficulty: Medium
Learning Objective 1: 11.4
Section Reference 1: Outline the basic steps in developing a marketing strategy.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
137) Mass customization attempts to blend unique features into standardized goods and services.
Difficulty: Medium
Learning Objective 1: 11.4
Section Reference 1: Outline the basic steps in developing a marketing strategy.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
138) An interview with 500 reliable consumers is an example of secondary data.
Difficulty: Medium
Learning Objective 1: 11.5
Section Reference 1: Describe marketing research.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
139) External data refer to data about other organizations.
Difficulty: Easy
Learning Objective 1: 11.5
Section Reference 1: Describe marketing research.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
140) Primary data refer to data collected firsthand through such methods as observation and surveys.
Difficulty: Easy
Learning Objective 1: 11.5
Section Reference 1: Describe marketing research.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
141) Government statistics are examples of primary data.
Difficulty: Easy
Learning Objective 1: 11.5
Section Reference 1: Describe marketing research.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
142) The process of dividing a total market into several relatively homogeneous groups is called market segmentation.
Difficulty: Easy
Learning Objective: 11.6
Section Reference 1: Discuss market segmentation.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
143) Market segmentation attempts to isolate the traits that distinguish a certain group of consumers from the overall market.
Difficulty: Easy
Learning Objective: 11.6
Section Reference 1: Discuss market segmentation.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
144) Identifying skin care products for women of color is an example of location segmentation.
Difficulty: Medium
Learning Objective: 11.6
Section Reference 1: Discuss market segmentation.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
145) An example of a factor in demographic segmentation is gender.
Difficulty: Medium
Learning Objective: 11.6
Section Reference 1: Discuss market segmentation.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
146) Income is perhaps the most volatile factor in demographic segmentation in the United States.
Difficulty: Medium
Learning Objective: 11.6
Section Reference 1: Discuss market segmentation.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
147) Attitudes and opinions are psychographic characteristics.
Difficulty: Easy
Learning Objective: 11.6
Section Reference 1: Discuss market segmentation.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
148) The 80/20 principle states that roughly 80 percent of a product’s revenues come from only 20 percent of its buyers.
Difficulty: Medium
Learning Objective: 11.6
Section Reference 1: Discuss market segmentation.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
149) End-use segmentation focuses on the precise way a B2B purchaser will use a product.
Difficulty: Medium
Learning Objective: 11.6
Section Reference 1: Discuss market segmentation.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
150) Personal factors that influence consumer behavior include individual needs and motives, perceptions, attitudes, learned experiences, and self-concept.
Difficulty: Easy
Learning Objective: 11.7
Section Reference 1: Summarize consumer behavior.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
151) Business buyers face a variety of organizational influences in addition to their own preferences.
Difficulty: Easy
Learning Objective: 11.7
Section Reference 1: Summarize consumer behavior.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
152) Family factors have been shown to influence consumer car buying decisions. This is an example of a personal influence on consumer behavior.
Difficulty: Medium
Learning Objective: 11.7
Section Reference 1: Summarize consumer behavior.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
153) Research finds that environmental factors influence the consumer behavior more than interpersonal factors.
Difficulty: Easy
Learning Objective: 11.7
Section Reference 1: Summarize consumer behavior.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
154) Personal and interpersonal influences are strongest in only the early steps of the consumer behavior process.
Difficulty: Medium
Learning Objective: 11.7
Section Reference 1: Summarize consumer behavior.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
155) Customers, suppliers, and employees alike benefit from relationship marketing.
Difficulty: Easy
Learning Objective: 11.8
Section Reference 1: Discuss relationship marketing.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
156) Relationship marketing, as its ultimate goal, seeks to achieve customer satisfaction.
Difficulty: Medium
Learning Objective: 11.8
Section Reference 1: Discuss relationship marketing.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
157) Building long-term relationships with a few suppliers can actually lower production costs.
Difficulty: Medium
Learning Objective: 11.8
Section Reference 1: Discuss relationship marketing.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
158) The Internet is considered an indirect method for connecting with customers.
Difficulty: Medium
Learning Objective: 11.8
Section Reference 1: Discuss relationship marketing.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
159) Cobranding is when a company develops a product for two or more of its customers.
Difficulty: Medium
Learning Objective: 11.8
Section Reference 1: Discuss relationship marketing.
Standard 1: AACSB || Analytic
Bloomcode: Knowledge
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Contemporary Business 18e | Test Bank by Louis E. Boone
By Louis E. Boone