One traditional depiction of marketing activities is in terms of the marketing mix or four P's. The four P's are characterized as being ______?
Product
Price
Promotion
Place
_______consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.
A marketing information system
With the rapidly changingglobal picture, the firm must monitor six major forces. All of the followingwould be among those forces EXCEPT ________.
Promotional
The ________ environmentconsists of laws, government agencies, and pressure groups that influence and limit various organizations and individuals.
Political-Legal
Primary data can be collected in several ways. Which of the following primary data collection methods would be exemplified by constructing see-through mirrors in a retail store whereby consumers’ actions could be recorded?
•(A) Focus groups
•(B) Surveys
•(C) Observation
•(D) Behavioral data
(E) Experiments
(C) Observation
Some marketers prefer more ________ methods for gauging consumer opinion because consumer actions do not always match their answers to survey questions.
•(A) quantitative
•(B) qualitative
•(C) psychographic
•(D) covert
(E) subliminal
B Qualitative
The ________ is the set of customers who are buying the company’s product.
•(A) potential market
•(B) available market
•(C) target market
•(D) penetrated market
•(E) repositioned market
D Penetrated Market
A person’s ________ consist(s) of all the groups that have a direct (face-to-face) or indirect influence on his/her attitudes or behavior.
•(A) culture
•(B) subculture
•(C) psychographics
•(D) reference groups
(E) demographics
Reference Groups
It is important in marketing management that a marketer should make his/her _____ to match the target consumers’ personality.
•(A) product image
•(B) brand personality
•(C) product design
•(D) product package
•(E) service
•(B) Brand Personality
Which 3 factors are the most important factors that may influence consumer behavior?
(A) Personal factors
(B) Cultural factors
(C) Religious factors
(D) Social factors
(E) Political-legal factors
Personal factors
Cultural factors
Social factors
Which of the following belong to personal factors that may influence consumer behavior?
•(A) Self-concept
•(B) Values
•(C) Wealth
•(D) Occupation
•(E) Personality
All of them
Which of the following belong to Maslow’s hierarchy of needs?
•(A) Social needs
•(B) Safety needs
•(C) Physiological needs
•(D) Esteem needs
•(E) Self-actualization needs
All of them
With respect to understanding consumer behavior, there are four key psychological processes. All of the following would be among those processes EXCEPT ________.
•(A) motivation
•(B) perception
•(C) learning
•(D) self-reliance
•(E) memory
•(D) Self-Reliance
The five-stage model of the consumer buying process includes all of the following stages EXCEPT ________.
•(A) problem recognition
•(B) information search
•(C) social interaction
•(D) purchase decision
(E) postpurchase behavior
•(C) social interaction
Pete always buys Purina dog food for his dog because he believes that it is the best value for the nutritional content. Pete’s loyalty status is best described as _____.
a. split loyal
b. shifting loyal
c. consistent loyal
d. hard-core loyal
e. switcher
d. hard-core loyal
All of the following are considered to be product attitude segments EXCEPT ____.
A. Synergistic
The sale of turkeys in the United States is highest in mid- to late November, as people buy turkeys to serve at Thanksgiving. Grocery stores who specifically advertise turkeys at this time of year are segmenting on the basis of ____.
D. occasion
Volkswagen concentrates on the small-car market and Porsche on the sports car market. These would be examples of what is called __.
C. Single-segment concentration
Which of the following best represents the chief advantage of pursuing a selective specialization multisegment strategy?
A. It diversifies the firm’s risk
The chief disadvantage to a firm that decides to follow a product specialization strategy in selecting target market is that __.
C. The product may be supplanted by an entirely new technology
_____ is the act of designing the company’s offering and image to occupy a distinctive place in the minds of the target market.
B. Positioning
Which of the following best describes Volvo’s value proposition?
C. We sell the safest, most durable wagon in which your family can ride.
The result of positioning is the successful creation of _____, a cogent reason why the target market should buy the product.
D. a customer-focused value proposition
To say that a product has a life cycle is to assert all of the following EXCEPT ___.
A. products all basically exhibit cycle-recycle growth patterns
The four stages of the product life cycle include all of the following EXCEPT ___.
B. learning
When Campbell’s soups began advertising its soups as excellent snacks, it was using which of the following volume-oriented brand usage strategies?
E. Use the product on more occasions
What do “3 V’s” mean in marketing management?
a. Choosing the value
b. Providing the value
c. Communicating the value
d. Purchasing the value
e. Selling the value
a. Choosing the value
b. Providing the value
c. Communicating the value
What does MIS rely on?
D. Marketing Intelligence System
d. Marketing Research
Which of the following types of tests shows a picture and asks respondents to make up a story about what they think is happening or may happen in the picture?
D. Thematic Apperception Test (TAT)
_________ means that those who choose not to participate may be significantly different from those who participate.
B. Nonresponse bias
Which of the following belong to the research approaches that we can use to collect data?
a. observation
b. survey
c. experiment
d. focus group
e. behavioral data
all of them
Which of the following are the methods of measuring total market potential?
E. Prospective buyers
e. Chain-ratio
Which of the following belong to the methods of estimating future market demand?
a. Survey of buyers’ intentions
b. composite of salesforce opinions
c. expert opinion
d. past-sales analysise.
e.market-test method
all of them
Which 3 factors are the most important factors that may influence consumer behavior?
a. Personal factors
b. Cultural factors
c. Religious factors
d. Social factors
e. Political-legal factors
a. Personal factors
b. Cultural factors
d. Social factors
Which of the following are reference groups?
a. membership groups
b. primary groups
c. secondary groups
d. aspirational groups
e. dissociative groups
all of them
Which of the following belong to personal factors that may influence consumer behavior?
a. Self-concept
b. Values
c. Wealth
d. Occupation
e. Personality
all of them
Which of the following belong to the 4 key consumer psychological processes?
a. motivation
b. learning
c. decoding
d. perception
e. memory
a. motivation
b. learning
d. perception
e. memory
What are the 4 stages of product life cycle (PLC)?
D. introduction
c. growth
d. maturity
e. decline
Which 3 factors can we rely on to segment the consumer market?
B. demography
c. geography
e. behavior
What are the 4 levels of market segmentation?
a. segments
b. niches
c. local areas
d. individuals
e. full market
