Archive for February 2018

For a brand name to be effective, it needs to be

For a brand name to be effective, it needs to be



A. easy for consumers to recognize and remember.
B. a catchy, tongue-twisting phrase.
C. a visual image containing human characters.
D. generic, so it can be applied to as many products as possible.
E. associated with a sports or movie superstar.



Answer: E

A major disadvantage of primary data collection is

A major disadvantage of primary data collection is



A. it can only be accessed through syndicated databases or unstructured data mines.
B. it cannot be tailored to meet specific research needs.
C. it takes more time to collect than secondary data and is more costly.
D. it is too general to meet researchers' and managers' needs.
E. it does not offer behavioral insights that can be obtained from secondary data.




Answer: C

A major advantage of primary data collection is that

A major advantage of primary data collection is that



A. it can be easily accessed through syndicated databases.
B. it can be tailored to meet the specific research needs.
C. it takes less time to collect than secondary data.
D. it is general enough to meet many researchers' needs.
E. all of these are advantages of primary research data.




Answer: B

During the research design step of the marketing research process, researchers identify the type of data needed and

During the research design step of the marketing research process, researchers identify the type of data needed and




A. the statistical software to be used.
B. the dates when data will be collected.
C. the forum in which the data will be presented.
D. the identities of research participants in the project.
E. the type of research necessary to collect the data.




Answer: E

Which of the following defines a value proposition?

Which of the following defines a value proposition?




A. the unique value that a product or service provides to customers
B. a special discount offer dropping the price
C. an advertisement that talks about value
D. a display of the position of products or brands in the consumer's mind
E. the one feature that will prompt a customer to buy the product



Answer: A

To develop psychographic segments, the marketer must understand consumers'

To develop psychographic segments, the marketer must understand consumers'




A. age, income, and education.
B. gender, race, and religion.
C. disposable personal income, benefit perceptions, and alternative egos.
D. self-values, self-concept, and lifestyles.
E. buying patterns and behaviors



Answer: D

Differences in weather and climate create opportunities for

Differences in weather and climate create opportunities for




A. concentrated targeting.
B. geographic segmentation.
C. benefit segmentation.
D. psychographic segmentation.
E. demographic segmentation.




Answer: B

________ is an extreme form of a targeting strategy.

________ is an extreme form of a targeting strategy.



A. Macromarketing
B. Micromarketing
C. Benefit marketing
D. Differentiated targeting
E. Concentrated targeting




Answer: B

Firms use a differentiated targeting strategy because

Firms use a differentiated targeting strategy because





A. it is easier than mass marketing.
B. it helps to obtain a bigger share of the market.
C. it is better than focusing on individual or small groups of potential customers.
D. most market segments are too small to be profitable.
E. banks are more willing to extend credit to companies with this strategic approach.


Answer: B

A consumer's external social environment includes

A consumer's external social environment includes




A. impulse, habitual, and limited problem-solving processes.
B. functional and psychological needs.
C. universal, retrieval, and evoked sets.
D. cognitive, effective, and behavioral environments.
E. family, reference groups, and culture.



Answer: E

Maslow's hierarchy of needs includes physiological needs at the lowest level and self-actualization at the top. The three levels in between are

Maslow's hierarchy of needs includes physiological needs at the lowest level and self-actualization at the top. The three levels in between are




A. material goods, safety, and love.
B. community, family, and self.
C. safety, stability, and striving.
D. health, wealth, and happiness.
E. safety, love, and esteem.



Answer: E

Marketers fear negative word of mouth because when consumers are dissatisfied, they

Marketers fear negative word of mouth because when consumers are dissatisfied, they



A. are less likely to say something than when they are satisfied.
B. often want to complain to many people.
C. buy more of the product to prove they were correct in their criticism.
D. often file a lawsuit.
E. don't buy any of the company's other products.




Answer: B

The consumer decision process model represents

The consumer decision process model represents





A. the concept of habitual decision making.
B. the retrieval of an evoked set based on physiological needs.
C. the steps that consumers go through before, during, and after making purchases.
D. the shift from an internal to an external locus of control.
E. the types of decisions all consumers must make. The consumer decision process model identifies steps involved in purchasing decisions, including before, during, and after purchases.



Answer: C

A generational cohort is a group of people

A generational cohort is a group of people



A. who share similar characteristics.
B. who grew up and went to school together.
C. with the same beliefs and values.
D. who are of the same generation.
E. who are not open to new things.




Answer: D

The center of all marketing efforts is

The center of all marketing efforts is



A. profits.
B. the consumer.
C. corporate social responsibility.
D. top management.
E. the firm.The consumer should be at the center of all marketing activities




Answer: B

A recent poll conducted by Time magazine found that 38 percent of U.S. consumers

A recent poll conducted by Time magazine found that 38 percent of U.S. consumers




A. actively tried to purchase from companies they considered responsible.
B. didn't care if a company acted responsibly.
C. were concerned with social responsibility, but not the ethical behavior of a company.
D. purchased from companies they perceived to be ethical or not ethical equally.
E. had no idea if the companies they purchased from were responsible.



Answer: A

Ironically, while the leaders of Enron Corporation were manipulating the company's finances for their personal benefit, the company was a major donor to Houston area charities. Enron had unethical business practices but was also

Ironically, while the leaders of Enron Corporation were manipulating the company's finances for their personal benefit, the company was a major donor to Houston area charities. Enron had unethical business practices but was also




A. practicing marketing ethics.
B. falsifying the company's finances through charitable donations.
C. creating a local ethical business climate.
D. demonstrating corporate social responsibility.
E. manipulating the public sentiment for its own benefit.




Answer: D

Compared to the average company, firms with strong ethical climates tend to

Compared to the average company, firms with strong ethical climates tend to



A. employ more business development consultants.
B. offer more goods and services.
C. be more socially responsible.
D. invest more in sales training software.
E. have higher turnover.




Answer: C

The Johnson and Johnson Credo acknowledges the company's responsibility to

The Johnson and Johnson Credo acknowledges the company's responsibility to




A. users of its products, its employees, the community, and its stockholders.
B. its stockholders first, its managers, its employees, and its suppliers and vendors.
C. domestic markets, other countries in the developed world, and finally countries in the developing world.
D. users of its products, the researchers who develop the products, regulators, and its stockholders.
E. doctors, nurses, insurance companies, and users of its products.




Answer: A

What does a Klout score measure?

What does a Klout score measure?




A. click path and bounce rate ratio
B. media influence
C. social reach, influence, and extended network
D. conversion rates
E. page views and sales




Answer: C

One important measure of social media's effectiveness is the percentage of site visitors who take the action the site owner hoped for—making a purchase, subscribing to a service, or donating money, for example. This measure is called the site's

One important measure of social media's effectiveness is the percentage of site visitors who take the action the site owner hoped for—making a purchase, subscribing to a service, or donating money, for example. This measure is called the site's




A. conversion rate.
B. extended network.
C. bounce rate.
D. hits.
E. click paths.




Answer: A

What is the appeal of Pinterest to marketers?

What is the appeal of Pinterest to marketers?




A. allows big-box stores to compete on a cost basis with online retailers
B. helps create exclusive merchandise for retailers
C. creates excitement about service or products through gamification
D. generates customer engagement with products
E. allows products and services to receive unlimited exposure from fans




Answer: E

What is a microblog?

What is a microblog?




A. A blog whose owner doesn't post very often.
B. A blog that supports only links to other posts.
C. A blog run by a small business.
D. A blog service that supports only short posts.
E. A blog that targets a very small consumer group.




Answer: D

Research indicates that positively engaged consumers tend to be

Research indicates that positively engaged consumers tend to be




A. more socially outgoing.
B. more profitable consumers.
C. older and wealthier than average.
D. younger and poorer than average.
E. more critical consumers.




Answer: B

Which of the following is the definition of social media?

Which of the following is the definition of social media?




A. content distributed through online and mobile technologies
B. a collection of websites that support the posting of videos and photos
C. a group of websites that allow users to establish formal connections
D. the practice of users forwarding video and photo links to each other
E. web services that allow users to share their physical locations




Answer: A

One example of a customer loyalty program is

One example of a customer loyalty program is



A. a frequent diner card at a restaurant, offering a free appetizer for every $100 in food purchases.
B. a quantity discount offered for large purchases at an office supply store.
C. seasonal sales on top selling items.
D. an everyday low price policy on all products at a grocery store.
E. an extensive customer service training program for new employees at a hair salon.






Answer: A

Some universities offer online degree programs, competing with traditional colleges based on the convenience of taking online courses. These online programs are pursuing which macro strategy?

Some universities offer online degree programs, competing with traditional colleges based on the convenience of taking online courses. These online programs are pursuing which macro strategy?




A. Customer excellence
B. Locational excellence
C. Operational excellence
D. Product excellence
E. Purchase excellence





Answer: B

Even when large discount retailers enter a market, a few small, local retailers survive and prosper. These small retailers have probably developed a(n) ________ that allows them to survive.

Even when large discount retailers enter a market, a few small, local retailers survive and prosper. These small retailers have probably developed a(n) ________ that allows them to survive.



A. advertising campaign
B. plan to evaluate results
C. sustainable competitive advantage
D. set of performance metrics
E. SWOT analysis





Answer: C

When discussing the marketing planning process, STP stands for

When discussing the marketing planning process, STP stands for




A. strategies, tactics, and plans.
B. strategize, target, and promote.
C. segmentation, targeting, and positioning.
D. situation analysis, trend spotting, and planning.
E. sustaining, trending, and positioning.





Answer: C

_________ involves the process of defining the marketing mix variables so that target customers have a clear, distinctive understanding of what a product does or represents in comparison with competing products.

_________ involves the process of defining the marketing mix variables so that target customers have a clear, distinctive understanding of what a product does or represents in comparison with competing products.




A. Targeting
B. Market segmentation
C. A sustainable competitive advantage
D. Positioning
E. A customer excellence strategy




Answer: D

The evolution of marketing progressed along the following continuum:

The evolution of marketing progressed along the following continuum:




A. sales, marketing, value-based marketing, production.
B. marketing, value-based marketing, production, sales.
C. value-based marketing, production, sales, marketing.
D. production, sales, marketing, value-based marketing.
E. sales, value-based marketing, marketing, production.




Answer: D

As the use of the Internet took off, car manufacturers were tempted to sell directly to consumers but decided instead to continue to sell through their existing dealer networks. The car manufacturers considered switching from __________ to __________ marketing.

As the use of the Internet took off, car manufacturers were tempted to sell directly to consumers but decided instead to continue to sell through their existing dealer networks. The car manufacturers considered switching from __________ to __________ marketing.





A. B2C; B2B
B. B2C; C2C
C. B2B; B2C
D. B2B; C2C
E. C2C; B2C




Answer: C

Value is

Value is



A. the lowest cost option.
B. represented by brand names.
C. the highest priced alternative.
D. everyday low prices.
E. what you get for what you give.




Answer: E

Which of the following is a core aspect of marketing?

Which of the following is a core aspect of marketing?




A. satisfying as many needs as possible
B. creating a product that everyone will want to buy
C. setting prices lower than all competitors
D. making product, place, promotion, and price decisions
E. increasing the company's profit




Answer: D

Marketing involves all of the following EXCEPT

Marketing involves all of the following EXCEPT




A. conducting exchanges.
B. satisfying customer needs and wants.
C. creating value.
D. efforts by individuals and organizations.
E. production scheduling



Answer: E

When a T-shirt manufacturer states, "We only sell it in black because that way we can buy plenty of black fabric and run our plant efficiently," its statement reflects the views that were popular in which era of the evolution of marketing?

When a T-shirt manufacturer states, "We only sell it in black because that way we can buy plenty of black fabric and run our plant efficiently," its statement reflects the views that were popular in which era of the evolution of marketing?



A. production-oriented
B. sales-oriented
C. market-oriented
D. value-based marketing
E. economics-oriented




Answer: A
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