Customer-driven Marketing 310 Exam Questions Ch.12 - Contemporary Business 19e | Practice Test Bank by Louis E. Boone. DOCX document preview.
Package Title: Chapter 12, Testbank
Course Title: Boone, Contemporary Business, 19th Edition
Chapter Number: 12
Question Type: Multiple Choice
1) _____ refers to an orderly transfer of goods and services from the seller to the buyer.
a) Marketing mix
b) Consumer behavior
c) Ownership utility
d) Exchange processes
Difficulty: Easy
Learning Objective 1: 12-01: Define marketing.
Section Reference 1: What is Marketing?
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
2) A company’s _____ blends four strategies to fit the needs and preferences of a specific target market.
a) affinity program
b) demographic
c) marketing mix
d) consumer behavior
Difficulty: Easy
Learning Objective 1: 12-04: Outline the basic steps in developing a marketing strategy.
Section Reference 1: Developing a Marketing Strategy
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
3) _____ attempts to isolate the traits that distinguish a certain group of customers from the overall market.
a) Secondary data
b) Market segmentation
c) Target marketing
d) End-use segmentation
Difficulty: Easy
Learning Objective 1: 12-06: Discuss market segmentation.
Section Reference 1: Market Segmentation
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
4) _____ are goods and services purchased to be used, either directly or indirectly, in the production of other goods for resale.
a) Ownership utility
b) Exchange processes
c) Business products
d) Mass customization
Difficulty: Easy
Learning Objective 1: 12-04: Outline the basic steps in developing a marketing strategy.
Section Reference 1: Developing a Marketing Strategy
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
5) Marketing researchers use _____ as a quick and inexpensive resource of consumer information.
a) secondary data
b) demographics
c) data mining
d) consumer behavior
Difficulty: Easy
Learning Objective 1: 12-05: Describe marketing research.
Section Reference 1: Marketing Research
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
6) _____ is a cooperative arrangement in which two businesses jointly market each other's products.
a) Affinity program
b) Exchange processes
c) Comarketing
d) Cobranding
Difficulty: Easy
Learning Objective 1: 12-08: Discuss relationship marketing.
Section Reference 1: Relationship Marketing
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
7) _____ includes the actions and decision making processes of buyers.
a) Market segmentation
b) End-use segmentation
c) Data mining
d) Consumer behavior
Difficulty: Easy
Learning Objective 1: 12-07: Summarize consumer behavior.
Section Reference 1: Consumer Behavior
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
8) _____ are activities in which two or more parties give something of value to each other to satisfy perceived needs.
a) Ownership utility
b) Exchange processes
c) Frequency marketing
d) Comarketing
Difficulty: Easy
Learning Objective 1: 12-01: Define marketing.
Section Reference 1: What is Marketing?
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
9) A(n) _____ is a marketing effort sponsored by an organization that solicits involvement by individuals who share common interests and activities.
a) affinity program
b) target market
c) end-use segmentation
d) cobrand
Difficulty: Easy
Learning Objective 1: 12-08: Discuss relationship marketing.
Section Reference 1: Relationship Marketing
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
10) _____ focuses on the precise way a business-to-business purchaser will use a product.
a) End-use segmentation
b) Marketing mix
c) Consumer behavior
d) Ownership utility
Difficulty: Easy
Learning Objective 1: 12-06: Discuss market segmentation.
Section Reference 1: Market Segmentation
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
11) The group of potential customers toward whom a company directs its marketing efforts is the company's _____.
a) market segment
b) demographic
c) target market
d) end-use segment
Difficulty: Easy
Learning Objective 1: 12-04: Outline the basic steps in developing a marketing strategy.
Section Reference 1: Developing a Marketing Strategy
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
12) When two or more businesses link their names to a single product, _____ occurs.
a) affinity programs
b) frequency marketing
c) comarketing
d) cobranding
Difficulty: Easy
Learning Objective 1: 12-08: Discuss relationship marketing.
Section Reference 1: Relationship Marketing
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
13) A campaign to promote a political candidate is an example of _____.
a) affinity programs
b) marketing mixes
c) business products
d) person marketing
Difficulty: Easy
Learning Objective 1: 12-03: Describe not-for-profit marketing and nontraditional marketing.
Section Reference 1: Not-for-Profit and Nontraditional Marketing
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Comprehension
14) _____ programs reward purchasers with cash, rebates, merchandise, and other premiums for multiple purchases.
a) Affinity
b) Marketing mix
c) Ownership utility
d) Frequency marketing
Difficulty: Easy
Learning Objective 1: 12-08: Discuss relationship marketing.
Section Reference 1: Relationship Marketing
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || 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) market segmentation
c) data mining
d) frequency marketing
Difficulty: Easy
Learning Objective 1: 12-05: Describe marketing research.
Section Reference 1: Marketing Research
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
16) _____ allows a company to bulk-produce goods and services while adding unique features to individual or small groups of orders.
a) Market segmentation
b) End-use segmentation
c) Person marketing
d) Mass customization
Difficulty: Easy
Learning Objective 1: 12-04: Outline the basic steps in developing a marketing strategy.
Section Reference 1: Developing a Marketing Strategy
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
17) The most common method of market segmentation is _____ segmentation.
a) demographic
b) target market
c) end-use segmentation
d) consumer behavior
Difficulty: Easy
Learning Objective 1: 12-06: Discuss market segmentation.
Section Reference 1: Market Segmentation
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
18) In a _____, marketers can use sophisticated customer databases to combine data from several different organizational functions.
a) secondary database
b) data warehouse
c) buyer database
d) business products database
Difficulty: Easy
Learning Objective 1: 12-05: Describe marketing research.
Section Reference 1: Marketing Research
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
19) Business decision makers can use market research to obtain data about a potential _____ in order to design effective marketing mixes.
a) demographic
b) target market
c) end-use segment
d) marketing mix
Difficulty: Easy
Learning Objective 1: 12-05: Describe marketing research.
Section Reference 1: Marketing Research
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
20) 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: 12-01: Define marketing.
Section Reference 1: What is Marketing?
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
21) 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: Easy
Learning Objective 1: 12-01: Define marketing.
Section Reference 1: What is Marketing?
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
22) 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: 12-01: Define marketing.
Section Reference 1: What is Marketing?
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Application
23) The marketing function creates all of the following types of utility EXCEPT which utility?
a) Time
b) Ownership
c) Place
d) Form
Difficulty: Easy
Learning Objective 1: 12-01: Define marketing.
Section Reference 1: What is Marketing?
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
24) A convenience store offers _____ utility by being open 24 hours each day.
a) place
b) form
c) time
d) ownership
Difficulty: Medium
Learning Objective 1: 12-01: Define marketing.
Section Reference 1: What is Marketing?
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Application
25) 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: 12-01: Define marketing.
Section Reference 1: What is Marketing?
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
26) 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: 12-01: Define marketing.
Section Reference 1: What is Marketing?
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
27) _______ 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: Easy
Learning Objective 1: 12-01: Define marketing.
Section Reference 1: What is Marketing?
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
28) Which utility is also called possession utility?
a) Form
b) Ownership
c) Exchange
d) Place
Difficulty: Easy
Learning Objective 1: 12-01: Define marketing.
Section Reference 1: What is Marketing?
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
29) 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: 12-01: Define marketing.
Section Reference 1: What is Marketing?
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
30) 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: 12-01: Define marketing.
Section Reference 1: What is Marketing?
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Application
31) 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: 12-01: Define marketing.
Section Reference 1: What is Marketing?
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
32) The location of a coffee shop franchise in a mall creates _____ utility.
a) place
b) ownership
c) form
d) time
Difficulty: Medium
Learning Objective 1: 12-01: Define marketing.
Section Reference 1: What is Marketing?
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Application
33) 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: 12-01: Define marketing.
Section Reference 1: What is Marketing?
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Application
34) 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: Easy
Learning Objective 1: 12-02: Discuss the evolution of the marketing concept.
Section Reference 1: Evolution of the Marketing Concept
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Comprehension
35) 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: Easy
Learning Objective 1: 12-02: Discuss the evolution of the marketing concept.
Section Reference 1: Evolution of the Marketing Concept
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
36) 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: Easy
Learning Objective 1: 12-02: Discuss the evolution of the marketing concept.
Section Reference 1: Evolution of the Marketing Concept
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Comprehension
37) The marketing period where companies emphasize customer satisfaction is referred to as the ________ era.
a) production
b) relationship
c) marketing
d) sales
Difficulty: Easy
Learning Objective 1: 12-02: Discuss the evolution of the marketing concept.
Section Reference 1: Evolution of the Marketing Concept
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
38) 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: 12-02: Discuss the evolution of the marketing concept.
Section Reference 1: Evolution of the Marketing Concept
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
39) 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: 12-02: Discuss the evolution of the marketing concept.
Section Reference 1: Evolution of the Marketing Concept
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Application
40) 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: 12-03: Describe not-for-profit marketing and nontraditional marketing.
Section Reference 1: Not-for-Profit and Nontraditional Marketing
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
41) 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: 12-03: Describe not-for-profit marketing and nontraditional marketing.
Section Reference 1: Not-for-Profit and Nontraditional Marketing
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Application
42) 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: 12-03: Describe not-for-profit marketing and nontraditional marketing.
Section Reference 1: Not-for-Profit and Nontraditional Marketing
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Application
43) 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. This is an example of _____ marketing.
a) organization
b) event
c) place
d) person
Difficulty: Medium
Learning Objective 1: 12-03: Describe not-for-profit marketing and nontraditional marketing.
Section Reference 1: Not-for-Profit and Nontraditional Marketing
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Application
44) 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: 12-03: Describe not-for-profit marketing and nontraditional marketing.
Section Reference 1: Not-for-Profit and Nontraditional Marketing
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Application
45) 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: Easy
Learning Objective 1: 12-03: Describe not-for-profit marketing and nontraditional marketing.
Section Reference 1: Not-for-Profit and Nontraditional Marketing
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
46) 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: 12-03: Describe not-for-profit marketing and nontraditional marketing.
Section Reference 1: Not-for-Profit and Nontraditional Marketing
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Application
47) _______ 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: 12-04: Outline the basic steps in developing a marketing strategy.
Section Reference 1: Developing a Marketing Strategy
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
48) 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: 12-04: Outline the basic steps in developing a marketing strategy.
Section Reference 1: Developing a Marketing Strategy
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Application
49) 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: Easy
Learning Objective 1: 12-04: Outline the basic steps in developing a marketing strategy.
Section Reference 1: Developing a Marketing Strategy
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
50) 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: 12-04: Outline the basic steps in developing a marketing strategy.
Section Reference 1: Developing a Marketing Strategy
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
51) 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: Easy
Learning Objective 1: 12-04: Outline the basic steps in developing a marketing strategy.
Section Reference 1: Developing a Marketing Strategy
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
52) 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: Easy
Learning Objective 1: 12-04: Outline the basic steps in developing a marketing strategy.
Section Reference 1: Developing a Marketing Strategy
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
53) 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: Easy
Learning Objective 1: 12-04: Outline the basic steps in developing a marketing strategy.
Section Reference 1: Developing a Marketing Strategy
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Comprehension
54) 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: Easy
Learning Objective 1: 12-04: Outline the basic steps in developing a marketing strategy.
Section Reference 1: Developing a Marketing Strategy
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
55) Which of the following strategies 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: Easy
Learning Objective 1: 12-04: Outline the basic steps in developing a marketing strategy.
Section Reference 1: Developing a Marketing Strategy
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
56) 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: 12-04: Outline the basic steps in developing a marketing strategy.
Section Reference 1: Developing a Marketing Strategy
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Application
57) 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: Medium
Learning Objective 1: 12-04: Outline the basic steps in developing a marketing strategy.
Section Reference 1: Developing a Marketing Strategy
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Application
58) 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: 12-04: Outline the basic steps in developing a marketing strategy.
Section Reference 1: Developing a Marketing Strategy
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Application
59) 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: 12-04: Outline the basic steps in developing a marketing strategy.
Section Reference 1: Developing a Marketing Strategy
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Application
60) Standardization would be most appropriate for all of the following products EXCEPT _____.
a) checking accounts
b) chemicals
c) steel
d) commercial aircraft
Difficulty: Easy
Learning Objective 1: 12-04: Outline the basic steps in developing a marketing strategy.
Section Reference 1: Developing a Marketing Strategy
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Comprehension
61) Adaptation works best for which of the following products?
a) Paper
b) Fast food
c) Wood
d) Natural gas
Difficulty: Easy
Learning Objective 1: 12-04: Outline the basic steps in developing a marketing strategy.
Section Reference 1: Developing a Marketing Strategy
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Comprehension
62) 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: 12-05: Describe marketing research.
Section Reference 1: Marketing Research
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
63) Census data are _____ and _____ data for marketing researchers.
a) internal; primary
b) external; primary
c) external; secondary
d) internal; secondary
Difficulty: Easy
Learning Objective 1: 12-05: Describe marketing research.
Section Reference 1: Marketing Research
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Comprehension
64) 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: 12-05: Describe marketing research.
Section Reference 1: Marketing Research
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Application
65) 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: Easy
Learning Objective 1: 12-05: Describe marketing research.
Section Reference 1: Marketing Research
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Comprehension
66) 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: 12-05: Describe marketing research.
Section Reference 1: Marketing Research
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
67) 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: 12-05: Describe marketing research.
Section Reference 1: Marketing Research
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Application
68) 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: Easy
Learning Objective 1: 12-05: Describe marketing research.
Section Reference 1: Marketing Research
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Comprehension
69) 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: 12-05: Describe marketing research.
Section Reference 1: Marketing Research
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Application
70) 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: 12-05: Describe marketing research.
Section Reference 1: Marketing Research
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Application
71) 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: Easy
Learning Objective 1: 12-05: Describe marketing research.
Section Reference 1: Marketing Research
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Comprehension
72) 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: 12-05: Describe marketing research.
Section Reference 1: Marketing Research
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Application
73) _____ 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: Easy
Learning Objective 1: 12-06: Discuss market segmentation.
Section Reference 1: Market Segmentation
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
74) 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: Easy
Learning Objective 1: 12-06: Discuss market segmentation.
Section Reference 1: Market Segmentation
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
75) 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 1: 12-06: Discuss market segmentation.
Section Reference 1: Market Segmentation
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
76) 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: Easy
Learning Objective 1: 12-06: Discuss market segmentation.
Section Reference 1: Market Segmentation
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
77) 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 1: 12-06: Discuss market segmentation.
Section Reference 1: Market Segmentation
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Application
78) 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 1: 12-06: Discuss market segmentation.
Section Reference 1: Market Segmentation
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Application
79) 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 1: 12-06: Discuss market segmentation.
Section Reference 1: Market Segmentation
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Application
80) 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) psychographics
c) demographics
d) end-use
Difficulty: Medium
Learning Objective 1: 12-06: Discuss market segmentation.
Section Reference 1: Market Segmentation
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Application
81) All of the following are methods of segmenting the business market EXCEPT _____.
a) psychographics
b) demographics
c) geographic
d) end-use
Difficulty: Easy
Learning Objective 1: 12-06: Discuss market segmentation.
Section Reference 1: Market Segmentation
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
82) 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 1: 12-07: Summarize consumer behavior.
Section Reference 1: Consumer Behavior
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
83) Interpersonal determinants of consumer behavior include all of the following EXCEPT _____ influences.
a) motivational
b) cultural
c) social
d) family
Difficulty: Easy
Learning Objective 1: 12-07: Summarize consumer behavior.
Section Reference 1: Consumer Behavior
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
84) Which of the following is an interpersonal determinant of consumer behavior?
a) Family influences
b) Attitudes
c) Perceptions
d) Motives
Difficulty: Easy
Learning Objective 1: 12-07: Summarize consumer behavior.
Section Reference 1: Consumer Behavior
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
85) 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: Easy
Learning Objective 1: 12-07: Summarize consumer behavior.
Section Reference 1: Consumer Behavior
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
86) 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 1: 12-07: Summarize consumer behavior.
Section Reference 1: Consumer Behavior
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Application
87) 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 1: 12-07: Summarize consumer behavior.
Section Reference 1: Consumer Behavior
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Application
88) 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 1: 12-07: Summarize consumer behavior.
Section Reference 1: Consumer Behavior
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Application
89) 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: Easy
Learning Objective 1: 12-08: Discuss relationship marketing.
Section Reference 1: Relationship Marketing
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
90) 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: Medium
Learning Objective 1: 12-08: Discuss relationship marketing.
Section Reference 1: Relationship Marketing
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Application
91) 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: Easy
Learning Objective 1: 12-08: Discuss relationship marketing.
Section Reference 1: Relationship Marketing
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Comprehension
92) 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 1: 12-08: Discuss relationship marketing.
Section Reference 1: Relationship Marketing
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
93) 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: Medium
Learning Objective 1: 12-08: Discuss relationship marketing.
Section Reference 1: Relationship Marketing
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Application
94) 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 1: 12-08: Discuss relationship marketing.
Section Reference 1: Relationship Marketing
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Application
95) 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 1: 12-08: Discuss relationship marketing.
Section Reference 1: Relationship Marketing
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Application
96) 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: Medium
Learning Objective 1: 12-01: Define marketing.
Section Reference 1: What is Marketing?
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Application
97) 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: 12-03: Describe not-for-profit marketing and nontraditional marketing.
Section Reference 1: Not-for-Profit and Nontraditional Marketing
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Application
98) 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 1: 12-08: Discuss relationship marketing.
Section Reference 1: Relationship Marketing
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Application
Question type: True/False
99) All organizations must serve customer needs to succeed.
Difficulty: Easy
Learning Objective 1: 12-01: Define marketing.
Section Reference 1: What is Marketing?
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
100) Marketing is a process that begins with discovering unmet customer needs.
Difficulty: Easy
Learning Objective 1: 12-01: Define marketing.
Section Reference 1: What is Marketing?
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
101) As long as one party offers something of value, perceived needs are met in the exchange process.
Difficulty: Easy
Learning Objective 1: 12-01: Define marketing.
Section Reference 1: What is Marketing?
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Comprehension
102) 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: 12-01: Define marketing.
Section Reference 1: What is Marketing?
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
103) Marketing creates people, time, place, and ownership utility.
Difficulty: Easy
Learning Objective 1: 12-01: Define marketing.
Section Reference 1: What is Marketing?
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
104) Ownership utility is created by making a product available in a location and at a time convenient for customers.
Difficulty: Easy
Learning Objective 1: 12-01: Define marketing.
Section Reference 1: What is Marketing?
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
105) Ownership utility is also called possession utility.
Difficulty: Easy
Learning Objective 1: 12-01: Define marketing.
Section Reference 1: What is Marketing?
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
106) Form utility is created by making a product available in a location convenient for customers to purchase.
Difficulty: Easy
Learning Objective 1: 12-01: Define marketing.
Section Reference 1: What is Marketing?
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
107) 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: Medium
Learning Objective 1: 12-01: Define marketing.
Section Reference 1: What is Marketing?
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Application
108) The production era stressed efficiency in producing quality products.
Difficulty: Easy
Learning Objective 1: 12-02: Discuss the evolution of the marketing concept.
Section Reference 1: Evolution of the Marketing Concept
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
109) The marketing concept refers to a company-wide customer orientation with the objective of achieving long-term success.
Difficulty: Easy
Learning Objective 1: 12-02: Discuss the evolution of the marketing concept.
Section Reference 1: Evolution of the Marketing Concept
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
110) A buyer's market is one characterized by a shortage of goods and services.
Difficulty: Easy
Learning Objective 1: 12-02: Discuss the evolution of the marketing concept.
Section Reference 1: Evolution of the Marketing Concept
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
111) 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: 12-03: Describe not-for-profit marketing and nontraditional marketing.
Section Reference 1: Not-for-Profit and Nontraditional Marketing
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Comprehension
112) It is illegal for not-for-profit organizations to partner with profit companies since not-for-profits may not earn a profit.
Difficulty: Easy
Learning Objective 1: 12-03: Describe not-for-profit marketing and nontraditional marketing.
Section Reference 1: Not-for-Profit and Nontraditional Marketing
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
113) Sponsoring a charitable performances is known as event marketing.
Difficulty: Easy
Learning Objective 1: 12-03: Describe not-for-profit marketing and nontraditional marketing.
Section Reference 1: Not-for-Profit and Nontraditional Marketing
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
114) 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: Easy
Learning Objective 1: 12-03: Describe not-for-profit marketing and nontraditional marketing.
Section Reference 1: Not-for-Profit and Nontraditional Marketing
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
115) Identifying a target market is the first element of a marketing strategy.
Difficulty: Easy
Learning Objective 1: 12-04: Outline the basic steps in developing a marketing strategy.
Section Reference 1: Developing a Marketing Strategy
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
116) Products such as computers can fall into the category of either consumer or business.
Difficulty: Easy
Learning Objective 1: 12-04: Outline the basic steps in developing a marketing strategy.
Section Reference 1: Developing a Marketing Strategy
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
117) Marketing segmentation is the group of potential customers toward whom an organization directs its marketing efforts.
Difficulty: Easy
Learning Objective 1: 12-04: Outline the basic steps in developing a marketing strategy.
Section Reference 1: Developing a Marketing Strategy
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
118) Business products include products and services used in the production of other goods for resale.
Difficulty: Easy
Learning Objective 1: 12-04: Outline the basic steps in developing a marketing strategy.
Section Reference 1: Developing a Marketing Strategy
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
119) Marketing success depends not on the four individual strategies but on their successful combination.
Difficulty: Easy
Learning Objective 1: 12-04: Outline the basic steps in developing a marketing strategy.
Section Reference 1: Developing a Marketing Strategy
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
120) Pricing strategy decisions include package design, brand names, trademarks, and product image.
Difficulty: Easy
Learning Objective 1: 12-04: Outline the basic steps in developing a marketing strategy.
Section Reference 1: Developing a Marketing Strategy
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
121) 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: Easy
Learning Objective 1: 12-04: Outline the basic steps in developing a marketing strategy.
Section Reference 1: Developing a Marketing Strategy
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
122) Standardization may lead to higher costs.
Difficulty: Easy
Learning Objective 1: 12-04: Outline the basic steps in developing a marketing strategy.
Section Reference 1: Developing a Marketing Strategy
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
123) Because they tend to be culture dependent, business products usually require adaptation.
Difficulty: Easy
Learning Objective 1: 12-04: Outline the basic steps in developing a marketing strategy.
Section Reference 1: Developing a Marketing Strategy
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
124) Mass customization attempts to blend unique features into standardized goods and services.
Difficulty: Easy
Learning Objective 1: 12-04: Outline the basic steps in developing a marketing strategy.
Section Reference 1: Developing a Marketing Strategy
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
125) An interview with 500 reliable consumers is an example of secondary data.
Difficulty: Medium
Learning Objective 1: 12-05: Describe marketing research.
Section Reference 1: Marketing Research
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Application
126) External data refer to data about other organizations.
Difficulty: Easy
Learning Objective 1: 12-05: Describe marketing research.
Section Reference 1: Marketing Research
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
127) Primary data refer to data collected firsthand through such methods as observation and surveys.
Difficulty: Easy
Learning Objective 1: 12-05: Describe marketing research.
Section Reference 1: Marketing Research
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
128) Government statistics are examples of primary data.
Difficulty: Easy
Learning Objective 1: 12-05: Describe marketing research.
Section Reference 1: Marketing Research
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Comprehension
129) The process of dividing a total market into several relatively homogeneous groups is called market segmentation.
Difficulty: Easy
Learning Objective 1: 12-06: Discuss market segmentation.
Section Reference 1: Market Segmentation
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
130) Market segmentation attempts to isolate the traits that distinguish a certain group of consumers from the overall market.
Difficulty: Easy
Learning Objective 1: 12-06: Discuss market segmentation.
Section Reference 1: Market Segmentation
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
131) Identifying skin care products for women of color is an example of location segmentation.
Difficulty: Medium
Learning Objective 1: 12-06: Discuss market segmentation.
Section Reference 1: Market Segmentation
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Application
132) An example of a factor in demographic segmentation is gender.
Difficulty: Easy
Learning Objective 1: 12-06: Discuss market segmentation.
Section Reference 1: Market Segmentation
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
133) Income is perhaps the most volatile factor in demographic segmentation in the United States.
Difficulty: Easy
Learning Objective 1: 12-06: Discuss market segmentation.
Section Reference 1: Market Segmentation
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
134) Attitudes and opinions are psychographic characteristics.
Difficulty: Easy
Learning Objective 1: 12-06: Discuss market segmentation.
Section Reference 1: Market Segmentation
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
135) The 80/20 principle states that roughly 80 percent of a product’s revenues come from only 20 percent of its buyers.
Difficulty: Easy
Learning Objective 1: 12-06: Discuss market segmentation.
Section Reference 1: Market Segmentation
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
136) End-use segmentation focuses on the precise way a B2B purchaser will use a product.
Difficulty: Easy
Learning Objective 1: 12-06: Discuss market segmentation.
Section Reference 1: Market Segmentation
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
137) Personal factors that influence consumer behavior include individual needs and motives, perceptions, attitudes, learned experiences, and self-concept.
Difficulty: Easy
Learning Objective 1: 12-07: Summarize consumer behavior.
Section Reference 1: Consumer Behavior
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
138) Business buyers face a variety of organizational influences in addition to their own preferences.
Difficulty: Easy
Learning Objective 1: 12-07: Summarize consumer behavior.
Section Reference 1: Consumer Behavior
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
139) Family factors have been shown to influence consumer car buying decisions. This is an example of a personal influence on consumer behavior.
Difficulty: Easy
Learning Objective 1: 12-07: Summarize consumer behavior.
Section Reference 1: Consumer Behavior
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
140) Research finds that environmental factors influence the consumer behavior more than interpersonal factors.
Difficulty: Easy
Learning Objective 1: 12-07: Summarize consumer behavior.
Section Reference 1: Consumer Behavior
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Comprehension
141) Personal and interpersonal influences are strongest in only the early steps of the consumer behavior process.
Difficulty: Easy
Learning Objective 1: 12-07: Summarize consumer behavior.
Section Reference 1: Consumer Behavior
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
142) Customers, suppliers, and employees alike benefit from relationship marketing.
Difficulty: Easy
Learning Objective 1: 12-08: Discuss relationship marketing.
Section Reference 1: Relationship Marketing
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Comprehension
143) Relationship marketing, as its ultimate goal, seeks to achieve customer satisfaction.
Difficulty: Easy
Learning Objective 1: 12-08: Discuss relationship marketing.
Section Reference 1: Relationship Marketing
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
144) Building long-term relationships with a few suppliers can actually lower production costs.
Difficulty: Easy
Learning Objective 1: 12-08: Discuss relationship marketing.
Section Reference 1: Relationship Marketing
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
145) The Internet is considered an indirect method for connecting with customers.
Difficulty: Easy
Learning Objective 1: 12-08: Discuss relationship marketing.
Section Reference 1: Relationship Marketing
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
146) Cobranding is when a company develops a product for two or more of its customers.
Difficulty: Easy
Learning Objective 1: 12-08: Discuss relationship marketing.
Section Reference 1: Relationship Marketing
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
Question type: Essay
147) Define marketing.
Difficulty: Easy
Learning Objective 1: 12-01: Define marketing.
Section Reference 1: What is Marketing?
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
148) Explain the exchange process.
Difficulty: Easy
Learning Objective 1: 12-01: Define marketing.
Section Reference 1: What is Marketing?
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
149) Discuss the evolution of the marketing concept through the marketing history eras.
Difficulty: Easy
Learning Objective 1: 12-02: Discuss the evolution of the marketing concept.
Section Reference 1: Evolution of the Marketing Concept
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
150) Describe the five categories of nontraditional marketing and give an example of each.
Difficulty: Easy
Learning Objective 1: 12-03: Describe not-for-profit marketing and nontraditional marketing.
Section Reference 1: Not-for-Profit and Nontraditional Marketing
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Comprehension
151) Explain the term target market.
Difficulty: Easy
Learning Objective 1: 12-04: Outline the basic steps in developing a marketing strategy.
Section Reference 1: Developing a Marketing Strategy
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Comprehension
152) Define consumer products and business products and provide an example of how a product could be classified as both.
Difficulty: Easy
Learning Objective 1: 12-04: Outline the basic steps in developing a marketing strategy.
Section Reference 1: Developing a Marketing Strategy
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
153) Describe how a company might decide on a marketing mix for an international company.
Difficulty: Easy
Learning Objective 1: 12-04: Outline the basic steps in developing a marketing strategy.
Section Reference 1: Developing a Marketing Strategy
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Comprehension
154) Describe the sources of marketing research data.
Difficulty: Easy
Learning Objective 1: 12-05: Describe marketing research.
Section Reference 1: Marketing Research
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Comprehension
155) Define external data and discuss how this helps companies.
Difficulty: Easy
Learning Objective 1: 12-05: Describe marketing research.
Section Reference 1: Marketing Research
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
156) Describe how consumer markets are segmented.
Difficulty: Easy
Learning Objective 1: 12-06: Discuss market segmentation.
Section Reference 1: Market Segmentation
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
157) Discuss the three segmentation methods used by firms that offer business products.
Difficulty: Easy
Learning Objective 1: 12-06: Discuss market segmentation.
Section Reference 1: Market Segmentation
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
158) Discuss the influence of interpersonal and personal factors on consumer behavior.
Difficulty: Easy
Learning Objective 1: 12-07: Summarize consumer behavior.
Section Reference 1: Consumer Behavior
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
159) How does Salesforce.com use customer relationship management (CRM) software to help other businesses?
Difficulty: Easy
Learning Objective 1: 12-08: Discuss relationship marketing.
Section Reference 1: Relationship Marketing
Standard 1: AACSB || Analytic
Standard 2: Bloom’s || Knowledge
Document Information
Connected Book
Explore recommendations drawn directly from what you're reading
Chapter 10 Production And Operations Management 255
DOCX Ch. 10
Chapter 11 Using Technology To Manage Information 282
DOCX Ch. 11
Chapter 12 Customer-driven Marketing 310
DOCX Ch. 12 Current
Chapter 13 Product And Distribution Strategies 340
DOCX Ch. 13
Chapter 14 Promotion And Pricing Strategies 372
DOCX Ch. 14