Quizes – Flashcard Test Questions
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Most human behavior is learned
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True
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Concern with the population age distribution and ethnic mix, educational levels, and household patterns falls within which of the following environments of business?
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Consumer Characteristics
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All of the following are steps in the marketing research process EXCEPT: Define the problem and research objectives, develop the research plan, collect the information, compare data to government sources, present the findings.
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compare data to government sources
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How many stages are in the buy decision process?
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5
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Which of the following is NOT typical of a focus group? A skilled moderator guides the discussion, he discussion centers on a products, approximately 14-18 participants spend a few hours together.
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Approximately 14-18 participants spend a few hours together.
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__________ pre-specify all of the possible answers, so they are easy to interpret and tabulate.
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closed-ended questions
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__________ allow respondents to answer in their own words.
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Open-ended questions
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If reducing the cost of data gathering what method of contact should be avoided.
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face to face
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What is the highest level of need in Abraham Maslow hierarchy of needs pyramid.
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Physiological
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What is typically the most expensive step in the marketing research process.
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Information collection
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The last step in the marketing research process, before making the decision, is to ________
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Present the findings
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______________ is the maximum amount of sales that might be available to all of the firms in an industry.
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Total market potential
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Customer perceived value is defined as the difference between the prospective customer's evaluation of all the benefits and costs of an offering and the perceived alternatives.
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True
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In the typical business buying center there are seven roles that are played by different members. Name 2.
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Initiators and buyers
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Thoughts, feelings, perceptions, images, experiences, beliefs and attitudes that become linked to the brand are called what?
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Brand associations
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What is the stage of the consumer buying process where the consumer might experience dissonance stemming from noticing certain disquieting features or hearing favorable things about other brands?
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Post purchase
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Family members constitute the most influential primary reference group.
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True
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What are the steps in the consumer buying process?
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1. Problem recognition 2. information search 3. evaluation of alternatives 4. purchase decision 5. post purchase behavior
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What does P.O.D. stand for?
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Point of difference
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the consumer desirability criteria for a product are: Distinctive, relevant, believable.
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True
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Most companies and most products will benefit from careful market segmentation.
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True
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What does P.O.P stand for?
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Point of purchase
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Which is likely to have higher margins? Durable goods or disposable goods?
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Durable
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Cross-elasticity is the percentage change in the demand for a product for a percentage change in the price of a competing product.
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True
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How many different prices are on a plane.
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10-20
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There are 6 pricing objectives name 2.
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Current profit maximization and market skimming
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A case study in a trade publication is one of the most effective ways to communicate your ability to solve customer problems.
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True
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All customers do not have the same service expectations and do not necessarily want or deserve the same overall level of service.
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True
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Name 3 of the 6 types of marketing communications programs one can use.
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Advertising, events and experiences, direct marketing, personal selling
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Direct marketing can include voice mail messages.
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True
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When GM provides 0 percent loans to help dealers sell more vehicles, this is an example of what type of promotion.
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Sales promotion
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Name 3 of the wholesaling functions
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Bulk breaking, warehousing, transportation
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Name 3 of the 5 modes of entry into foreign markets.
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Direct export, joint venture, direct involvement
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What are the 4 p's of marketing?
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Price, place, promotion, product.
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The primary purpose of advertising is always to persuade.
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False
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In advertising, the term "effective audience" means the total number of people who are likely to be exposed to a particular ad in a particular medium at a particular time.
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False
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Which modes of entry into foreign markets give the best potential for profit but the most risk?
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Direct involvement
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Generally, sales promotions work best to attract and encourage competitor's customers to switch to try a superior product.
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false
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Under what foreign market entry mode would franchising be?
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Licensing
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What are the 4 Cs of Marketing?
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Customer solution, customer cost, convenience, and communication
