question

Despite the data glut that marketing managers receive, they frequently complain that they lack: a. enough information of the right kind b. quality information c. timely information d. accurate and reliable information e. valid information

answer

a. enough information of the right kind

question

An MIS consists of people, equipment, and procedures to gather, sort, ______, evaluate, and distribute information to marketing decision makers. a. test b. test market c. analyze d. critique e. assess

answer

c. analyze

question

Your firm has just developed its first successful MIS. It interacts with information users to assess information needs, develop needed information, ______ the marketing information, and help managers use it in their decision making. a. distribute b. collect c. retrieve d. store e. validate

answer

a. distribute

question

The marketing information system is not limited to use by the company it serves. It may also provide information to _______. a. the government b. external partners c. various publics d. competitors e. none of the above

answer

b. external partners

question

Marketers must weigh carefully the costs of additional information against the _______ resulting from it. a. uses b. benefits c. knowledge d. rewards e. cost

answer

b. benefits

question

Four common sources of internal data include the accounting department, operations, the sales force, and the _____. a. owners b. stockholders c. marketing department d. custodians e. quality control department

answer

c. marketing department

question

Marketing information from this type of database usually can be accessed more quickly and cheaply than other information sources. Which one is it? a. External b. MDSS c. EIS d. Internal e. Field representatives

answer

d. Internal

question

The systematic collection and analysis of publicly available information about competitors and developments in the marketing environment is very useful. What is it called? a. Marketing data b. Marketing intelligence c. Web master d. Sales and sales management e. Secondary data

answer

b. Marketing intelligence

question

Which of the following was not mentioned in your textbook as a source of marketing intelligence? a. Suppliers b. Resellers c. Key customers d. Your company reports e. Sales force

answer

d. Your company reports

question

Which of the following was not mentioned in your textbook as a source of marketing intelligence? a. Competitors' garbage. b. Buying competitors' products. c. Monitoring competitors' sales. d. Checking for new goodwill. e. Purchasing agents.

answer

d. Checking for new goodwill

question

Your competitor may reveal intelligence information through which of these sources of information? a. Annual reports. b. Trade show exhibits. c. Web pages. d. Press releases. e. All of the above.

answer

e. all of the above

question

In today's information age, companies are leaving a paper trail of information _____. a. in the wastebasket b. online c. in annual reports d. with government agencies e. that is inaccessible

answer

b. online

question

To combat marketing intelligence by competitors, Unilever Corporation is now providing _____ to employees. a. intelligence training b. privacy blocks c. protection d. less information e. none of the above

answer

a. intelligence training

question

Which of the steps in the marketing research process has been left out: defining the problems and research objectives, implementing the research plan, and interpreting and reporting the findings? a. Developing the research budget. b. Choosing the research agency. c. Choosing the research method. d. Developing the research plan. e. Comparing and contrasting primary and secondary data.

answer

d. Developing the research plan

question

Your colleague is confused about using the marketing research process. He seems to be having problems with _____, which is often the hardest step to take. a. defining the problem b. defining the research objectives c. defining the problem and research objectives d. researching a research e. C and D

answer

c. Defining the problem and research objectives

question

The objective of ____ research is to gather preliminary information that will help define the problem and suggests hypotheses a. descriptive b. exploratory c. causal d. corrective e. descriptive and exploratory

answer

b. exploratory

question

It is important to note that research objectives must be translated into specific _____. a. marketing goals b. information needs c. dollar amounts d. results that justify the means e. time allotments

answer

b. information needs

question

The research plan outlines sources of existing data and spells out the specific research approaches, contact methods, _____, and instruments that researchers will use to gather new data. a. personnel b. sampling plans c. budget requirements d. all of the above e. none of the above

answer

b. sampling plans

question

The way to begin marketing research is to gather secondary data, which consists of information _____. a. that already exists somewhere b. that does not currently exist in an organized form c. that already exists somewhere, having been collected for another purpose d. used by competition e. that the researcher can obtain through surveys and observation

answer

c. that already exists somewhere, having been colelcted for another purpose

question

How would you describe the primary data being used by your firm? a. Collected for the specific purpose at hand. b. Original information. c. First-time information. d. Fresh and perhaps more reliable than secondary data. e. All of the above.

answer

e. All of the above

question

Which form of data can usually be obtained more quickly and at a lower cost? a. Primary. b. Census. c. Secondary. d. Syndicated. e. Tertiary.

answer

c. secondary

question

Your assistant wants to use secondary data exclusively for the current research project. You advise him that the use of secondary data has some potential problems. Which of the following is not one of them? a. It may not exist. b. All of the needed data is rarely available. c. It may not be useable. d. It is generally more expensive when purchased from the government. e. You do not know why it was originally collected.

answer

d. It is generally more expensive when purchased from the government

question

Primary data must be relevant, current, unbiased, and _____. a. complete b. accurate c. inexpensive d. collected before secondary data e. valid

answer

b. accurate

question

Which method of research can obtain information that people are unwilling or unable to provide? a. Observation. b. Focus groups. c. Personal interviews. d. Fax surveys. e. Questionnaires.

answer

a. Observation

question

Survey research, called the backbone of primary research, is the most widely used method for primary data collection and is best suited for gathering _____ information. a. personal b. preference c. attitude d. descriptive e. exploratory

answer

d. descriptive

question

Fredia Pellerano has just discovered the major advantage of survey research. She reports to her supervisor that it is _____. a. flexibility b. cost effectiveness c. quickness to administer d. understandability e. simplicity

answer

a. flexibility

question

Experimental research is best suited for gathering _____ information. a. unknown b. causal c. complicated d. interactive e. descriptive

answer

b. causal

question

One of the following is not a current survey research method. It is contact by _____. a. online use b. mail c. telephone d. fax e. none of the above

answer

d. fax

question

All of the following are disadvantages of telephone interviewing except one. Which one? a. Higher cost than mail questionnaires b. Introduces interviewer bias c. Under time pressures some interviewers might cheat d. Interviewers tend to interpret answers similarly e. A and C

answer

d. Interviewers tend to interpret answers similarly

question

Currently, you find yourself involved in marketing research. The form you are using is flexible, allows explanation of difficult questions, and lends itself to showing products and advertisements. What is this form of research? a. Personal interviewing. b. Online interviewing. c. Vision phone interviewing. d. Mall intercepts. e. None of the above.

answer

a. Personal interviewing

question

Which of the following is not an advantage of Web research? a. Speed. b. Low costs. c. Instantaneous results. d. All of the above. e. A and C

answer

e. A and C

question

DelRay Pools and Spas is collecting marketing data through online (Internet) marketing research. Management will have the choice of using Internet surveys, experiments, or _____. a. online focus groups b. individual interviewing c. hit counting d. questionnaire responses e. observations

answer

a. online focus groups

question

Judy Hammerschmidt regularly conducts online marketing research at work. She has found that it has several advantages over traditional methods. Which of these is not an advantage? a. Respondents tend to be more honest. b. It is more cost efficient. c. Report generation turnaround time is much quicker. d. There is greater personal interaction. e. Respondents cannot remain anonymous.

answer

d. There is greater personal interaction

question

Marketing researchers usually draw conclusions about large groups of consumers by studying a small _____ of the total consumer population. a. group b. sample c. population d. target group e. audience

answer

b. sample

question

Why would In The Mood Music Distributors choose a sampling of its customers to research rather than all 1,500 of them? a. Researching all of them is too time-consuming. b. Researching all of them can be too expensive. c. The sample can fairly represent the entire population. d. The customers may all be similar. e. All of the above.

answer

d. The customers may all be similar

question

Sampling requires the answers to three questions. Choose the inappropriate one. a. Who is to be sampled (what sampling unit)? b. How many people should be surveyed (what sample size)? c. Why should they be sampled (justification)? d. How should the people be chosen (what sampling method)? e. None of the above.

answer

c. Why should they be sampled (justification)?

question

The backbone of marketing research, or the most common instrument used, is the _____. a. mechanical device b. live interviewer c. questionnaire d. teleinterviewer e. Internet

answer

c. questionnaire

question

In creating research questionnaires, which of the following is good advice for Mark Hammel, research specialist at New Wave Data, to follow? a. Use care in the wording and ordering of questions. b. Questions do not have to be arranged in a logical order. c. Ask difficult questions in the beginning to "weed out" uninterested respondents. d. Ask personal questions in the middle of the instrument. e. Avoid eye contact as it may confuse the respondents.

answer

a. Use care in the wording and ordering of questions

question

Which of the following was not mentioned in your text as a common mechanical instrument used to conduct market research? a. Supermarket scanners. b. People meters. c. Galvanometers and eye cameras. d. Telephones. e. B and C

answer

d. Telephones

question

At this point in your marketing research project, Mr. Barnes comments that the _____ phase is generally the most expensive and the most subject to error. a. exploratory research b. hypothesis c. data collection d. interpreting and reporting the findings e. data validation

answer

c. data collection

question

AMF Research Group must guard against problems during the implementation phase of marketing research for its clients. Typically, management will not encounter which of these problems? a. Contacting respondents. b. Respondents who refuse to cooperate or give biased answers. c. Interviewers who make mistakes or take shortcuts. d. Interpreting and reporting the findings. e. Primary data that conflict with secondary data.

answer

d. Interpreting and reporting the findings

question

Researchers interpret and report findings to their managers. What might be a typical problem the researcher might encounter when discussing the findings? a. Managers may be biased. b. Managers may accept results that support their preconceived notions. c. Managers may interpret the findings differently. d. Managers may not believe the findings. e. All of the above.

answer

e. All of the above

question

43. Analytical models help analyze marketing information collected from research. These models can help answer _____ and _____ questions. a. short; simple b. what if; which is best c. relevant; current d. advanced; difficult e. none of the above

answer

b. what if; which is best

question

What is the purpose of a data warehouse? a. To gather information. b. To integrate information a company already has. c. To interpret data. d. To analyze data. e. To discard old data.

answer

b. To integrate information a company already has

question

Tommy Baker is in charge of customer relationship management for American Pie Nostalgia. As a result of his effort in this area, his firm enjoys all of the following except _____. a. providing higher levels of customer service b. developing deeper customer relationships c. creating offers tailored to specific customer requirements d. understanding competition better e. understanding how to better build the marketing mix

answer

d. understanding competition better

question

Hiro Chan knows that when CRM works well at his company, the benefits far outweigh the _____ and _____. a. time; costs b. time; risks c. efforts; costs d. costs; risks e. efforts; risks

answer

d. costs; risks

question

Siebel Systems claims that firms using its CRM software report an average of _____ percent increase in revenues and _____ percent increase in customer loyalty and staff efficiency. a. 14; 16 b. 15; 18 c. 16; 20 d. 16; 21 e. 20; 30

answer

d. 16; 21

question

Marketing information has no value until it is used to _____. a. satisfy company objectives b. make better marketing decisions c. make management's job easier d. please stockholders e. please customers

answer

b. make better marketing decisions

question

This source of marketing information provides ready access to research information, stored reports, shared work documents, contact information for employees and other stakeholders, and more. What do we call this? a. A intranet. b. An extranet. c. The Internet. d. An internal database. e. Marketing intelligence.

answer

a. Intranet

question

For conservative small businesses and not-for-profit organizations, good marketing information may be collected by simple _____. a. purchase b. observation c. questioning d. surveying e. focus groups

answer

b. observation

question

When managers use small convenience samples such as asking customers what they think or inviting a small group out to lunch to get reactions, they are using _____. a. informal surveys b. experiments c. observation d. focus groups e. marketing intelligence

answer

a. informal surveys

question

Small organizations can obtain most of this type of data available to large businesses with minimal effort. What type is it? a. Census. b. The Internet. c. Secondary. d. Primary. e. Business.

answer

c. Secondary

question

You have been asked to locate secondary data for current research needs. Which of the following is not a common source for this type of research? a. The business section at the local library. b. The U.S. Small Business Administration. c. The Internet. d. INS records. e. The local Chamber of Commerce.

answer

d. INS records

question

A common problem in international marketing research is the availability of _____. a. primary data b. research specialists c. secondary data d. intelligence limitations e. consumers across cultures to answer surveys

answer

c. secondary data

question

In general, domestic researchers deal with fairly homogeneous markets. Foreign markets present the challenges of varying levels of economic development, cultures and customs, and _____. a. import regulations b. buying patterns c. dislike of American goods d. language barriers e. social perceptions

answer

b. buying patterns

question

Because of the scarcity of good secondary data, international researchers often must collect their own primary data. An initial problem with this collection is finding and developing good _____. a. representative samples b. research firms c. rapport with nationals d. relations with channel members e. communication methods

answer

a. representative samples

question

What do many researchers encounter when conducting market research in foreign countries? a. Some countries have few telephones that limit access to respondents. b. Some countries have poor mail services. c. Some countries have poor roads that limit personal contacts. d. Some foreign cultures may not understand the value of marketing data. e. All of the above.

answer

e. All of the above

question

Cultural differences, especially involving language, can add to research costs in foreign markets and can increase the _____. a. foreign trade b. risks of error c. likelihood of not finding a translator d. likelihood that a smaller sample could be used e. none of the above

answer

b. risks of error

question

A common problem researchers find when going international is that consumers vary in their _____ marketing research. a. understanding of b. beliefs in c. attitudes toward d. appreciation of e. any of the above

answer

e. Any of the above

question

Even when respondents in other countries are willing to respond to research questions, they may not be able to because of _____. a. high functional illiteracy rates b. language barriers c. lack of availability d. limitations imposed by government e. B and D

answer

a. high functional illiteracy rates

question

Anna Gregory just completed reading a marketing research report about the top 25 countries that purchase American products. What might the report say about international research with these countries? a. It is on the decrease due to high costs. b. The costs are higher than the benefits. c. There is a lack of qualified research personnel. d. There is a growth in international research, and the costs of not doing it are high. e. Their interpretations of American quality are about the same.

answer

d. There is a growth in international research, and the costs of not doing it are high

question

Choose the statement that is not a typical consumer reaction to intrusion on consumer privacy. a. Sophisticated researchers probe our deepest feelings. b. Marketers use this information to manipulate our buying. c. Marketers build huge databases full of personal information. d. Marketers make too many products and services available—it's confusing. e. None of the above.

answer

d. Marketers make too many products and services available- it's confusing

question

Your text points out that _____ Americans worry that companies have too much of consumers' personal information and that _____ Americans feel their privacy is compromised if that information is used to sell products. a. fewer than half of; fewer than half of b. all; fewer than half of c. fewer than half of; all d. some; no e. almost three-fourths of; about three-fourths of

answer

e. almost 3/4ths of; about 3/4ths of

question

It has been shown that consumers will gladly provide research information when researchers provide _____. a. coupons b. money c. value for the exchange d. prizes e. any of the above

answer

c. value for the exchange

question

The best approach for researchers to take to guard consumer privacy includes all of the following except which one? a. Ask only for the information needed. b. Use information responsibly to provide value. c. Avoid sharing information without the customer's permission. d. Sell the information only when it is worth it. e. Fully explain to the respondents how the information will be used.

answer

d. Sell the information only when it is worth it

question

Some companies often use study results as claims in their _____. a. advertising b. promotion c. A and B d. annual reports e. all of the above

answer

c. A and B

question

Many research studies appear to be little more than vehicles for _____. a. gathering names for resale b. pitching the sponsor's products c. building company image d. tearing down competition e. training future salespeople to work with people face-to-face

answer

b. pitching the sponsor's products

question

Recognizing that surveys can be abused, several research associations have developed _____ and _____. a. research conduct; standards of ethics b. codes of research ethics; standards of conduct c. safeguards; public policy d. research ethics; safeguards e. stiff fines; punishments for abusers

answer

b. Codes of research ethics; standards of conduct

question

Which of the following statements is not true regarding information collected by marketers? a. Managers lack information of the right kind. b. Most managers do not need more information. c. Most managers need better information. d. Many managers are burdened by data overload. e. Managers have the right information and they have enough of it.

answer

e. Managers have the RIGHT information and they have enough of it

question

The marketing information system can serve _____. a. the company's marketing managers b. suppliers c. resellers d. marketing services agencies e. all of the above

answer

e. all of the above

question

Which of the following statements regarding marketing intelligence is(are) true? a. Marketing intelligence is privately held information. b. Much intelligence is difficult or impossible to collect. c. All marketing intelligence is free. d. Marketing intelligence is publicly available information. e. B and D

answer

d. marketing intelligence is publicly available information

question

Managers often start with _____ research and later follow with _____ research. a. exploratory; descriptive b. exploratory; causal c. descriptive; causal d. A and B e. all of the above

answer

d. A and B

question

Secondary data are _____. a. collected mostly via surveys b. expensive to obtain c. sometimes not reliable d. never purchased from outside suppliers e. always necessary to support or refute the primary data collected

answer

c. sometimes not reliable

question

Secondary data must be _____. a. relevant b. accurate c. current d. impartial e. all of the above

answer

e. all of the above

question

Ethnographic research _____. a. comes from traditional focus groups b. provides greater insights into buying behavior c. provides secondary data d. is most popular in the service sector e. provides data to marketers when observation is impossible

answer

b. provides greater insights into buying behavior

question

What is the name of the company that makes the top-selling heavyweight motorcycles? a. Yamaha b. Kawasaki c. Honda American Classic d. Harley-Davidson e. BMW

answer

d. Harley-Davidson

question

The average Harley customer is _____. a. the Hell's Angels crowd b. a young adult in his or her twenties c. a teenager d. a 46-year-old husband with a median household income e. a Generation Xer with above-average income

answer

d. a 46-year old husband with a median household income

question

What is not a universal Harley appeal? a. Freedom. b. Dependence. c. Power. d. Baddest guy on the block. e. C and D

answer

b. Dependence

question

_____ is never simple, yet understanding it is the essential task of marketing management. a. Brand personality b. Consumption pioneering c. Early adoption d. Consumer buying behavior e. Understanding the difference between primary and secondary data

answer

d. Consumer buying behavior

question

Most large companies research _____ buying decisions to find out what they buy, where they buy, how and how much they buy, when they buy, and why they buy. a. market b. permanent c. consumer d. social e. group

answer

c. Consumer

question

How do consumers respond to various marketing efforts the company might use? The starting point is the _____ of a buyer's behavior. a. belief b. subculture c. postpurchase feeling d. stimulus-response e. postpurchase dissonance

answer

d. stimulus-response

question

Marketing stimuli consist of the four Ps. Which is not one of these Ps? a. Product. b. Political. c. Price. d. Promotion. e. Place.

answer

b. Political

question

Which is NOT a part of the buyer's black box? a. Observable buyer responses. b. Product choice. c. Need recognition. d. Dealer choice. e. B and D

answer

c. Need recognition

question

The marketer wants to understand how the stimuli are changed into responses inside the consumer's _____, which has two parts. First, the buyer's characteristics influence how he or she perceives and reacts to the stimuli. Second, the buyer's decision process itself affects the buyer's behavior. a. culture b. black box c. belief d. lifestyle e. social class

answer

b. Black box

question

_____ is(are) the most basic cause of a person's wants and behavior. a. Culture b. Brand personality c. Cognitive dissonance d. New product e. Selective perception

answer

a. Culture

question

Marketers are always trying to spot _____ in order to discover new products that might be wanted. a. lifestyles b. cultural shifts c. groups d. dissonance e. attitudes

answer

b. cultural shifts

question

Each culture contains smaller _____, or groups of people with shared value systems based on common life experiences and situations. a. alternative evaluations b. cognitive dissonances c. subcultures d. motives e. attitudes

answer

c. Subcultures

question

Four important subcultures mentioned by the author include all except _____. a. Hispanics b. African Americans c. mature consumers d. opinions leaders e. Asian Americans

answer

d. Opinion leaders

question

Which is not included in the U.S. Hispanic market? a. Americans of Cuban descent. b. Mexicans. c. Spaniards. d. Those of Puerto Rican descent. e. B and D

answer

c. Spaniards

question

_____ consumers tend to buy more branded, higher-quality products. They are very brand loyal, and they favor companies who show special interest in them. a. Hispanic b. African American c. Asian d. Mature e. Gay and lesbian

answer

a. Hispanic

question

Although more price-conscious than other segments, _____ consumers are also strongly motivated by quality and selection. They place more importance on brand names, are more brand loyal, and do less "shopping around." a. Hispanic b. African American c. mature d. Asian e. baby boomer

answer

b. African American

question

Per capita, _____ consumers spend twice as much as _____ consumers for online services. a. white; Asian b. black; white c. black; Asian d. white; black e. mature; black

answer

b. Black; white

question

_____, the fastest-growing and most affluent U.S. demographic segments, now number more than 10 million. a. African American b. Hispanics c. Asian Americans d. Mature consumers e. Gays and lesbians

answer

c. Asian Americans

question

_____ are becoming a very attractive market: they are the ideal market for exotic travel, restaurants, high-tech home entertainment products, leisure goods and services, and designer furniture and fashions. a. Hispanic b. Asian Americans c. Mature consumers d. African Americans e. Teenagers

answer

c. Mature consumers

question

Which is not true of mature consumers? a. The best strategy is to appeal to their active, multidimensional lives. b. They are an ideal market for exotic travel. c. High-tech home entertainment products appeal to them. d. They place more importance on brand names and are more brand loyal. e. A and C

answer

d. They place more importance on brand names and are more brand loyal

question

_____ are society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviors. a. Social classes b. Purchase decisions c. Perceptions d. Attitudes e. Lifestyles

answer

a. Social classes

question

What is one way that a social class is not measured? a. Occupation. b. Education. c. Income. d. Number of children in the family. e. House type.

answer

d. Number of children in the family

question

_____ are ones to which the individual wishes to belong, as when a teenage basketball player hopes to play someday for the Los Angeles Lakers. a. Membership groups b. Aspirational groups c. Reference groups d. Leisure groups e. Social class groups

answer

b. Aspirational groups

question

_____ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert influence on others. a. Opinion leaders b. Habitual buyers c. Charismatic personalities d. Perceptionists e. Wild ducks

answer

a. Opinion leaders

question

_____ marketers are now taking to the streets, as well as cafes, nightclubs, and the Internet, in record numbers. Their goal: to seek out the trendsetters in each community and subtly push them into talking up a specific brand to their friends and admirers. a. Family b. Buzz c. Personality d. Opinion e. Relationship

answer

b. Buzz

question

The _____ is the most important consumer buying organization in society. Marketers are interested in the roles and influence of the husband, wife, and children on the purchase of different products and services. a. family b. social class c. opinion leader d. information search e. reference group

answer

a. Family

question

A _____ consists of the activities people are expected to perform according to the persons around them. a. motive b. role c. lifestyle d. perception e. tradition

answer

b. Role

question

People often buy the kind of clothing that shows their _____ in society. a. attitude b. status c. learning d. motive e. lifestyle

answer

b. status

question

A buyer's decisions also are influenced by _____ such as the buyer's age and life-cycle stage, occupation, economic situation, lifestyle, and personality and self-concept. a. personal characteristics b. learning c. habitual buying behavior d. variety-seeking buying behavior e. psychographics

answer

a. personal characteristics

question

People change the goods and services they buy over time because of two important factors. They are _____. a. belief and attitude b. perception and personality c. age and life-cycle stage d. groups and learning e. family and tradition

answer

c. age and life-cycle stage

question

_____ is a person's pattern of living as expressed in his or her psychographics. a. Personality b. Culture c. Lifestyle d. Motive e. Social class

answer

c. Lifestyle

question

All of the following make up a person's lifestyle except _____. a. AIO dimensions b. interests c. dissonance-reducing buying behavior d. opinions e. C and D

answer

c. dissonance-reducing buyer behavior

question

Several research firms have developed lifestyle classifications. The most widely used is the _____. a. VALS b. AIO c. CIA d. B2B e. R2D2

answer

a. VALS

question

_____ are people with so many resources that they can indulge in any or all consumer self-orientation. a. Habitual buyers b. Innovators c. Brand personalities d. Subcultures e. Reference groups

answer

b. Innovators

question

_____ refers to the unique psychological characteristics that lead to relatively consistent and lasting responses to one's own environment. It is usually described in traits such as self-confidence, dominance, sociability, autonomy, defensiveness, adaptability, and aggressiveness. a. Alternative evaluations b. Belief c. Culture d. Personality e. Self-awareness

answer

d. Personality

question

Researchers found that a number of well-known brands tended to be strongly associated with one particular trait, such as Levi's with "ruggedness." What is the name of the term that means a specific mix of human traits that may attribute to a particular brand? a. Information search. b. Social class. c. Brand personality. d. New product. e. Brand equity.

answer

c. Brand personality

question

A person's buying choices are further influenced by four major psychological factors. Which is NOT one of these factors? a. Motivation. b. Perception. c. Habitual buying behavior. d. Learning. e. None of the above.

answer

c. Habitual buying behavior

question

A _____ is a need that is sufficiently pressing to direct the person to seek satisfaction. a. lifestyle b. motive c. culture d. personality e. tradition

answer

b. motive

question

The term _____ refers to qualitative research designed to probe consumers' hidden, subconscious motivations. a. social class b. opinion leader c. motivation research d. need recognition e. depth research technique

answer

c. motivation research

question

Maslow's theory is that human needs are arranged in a _____ from the most pressing at the bottom to the least pressing at the top. a. social class b. culture c. perception d. hierarchy e. complex

answer

d. hierarchy

question

Maslow has a list of human needs from the most pressing to the least pressing. They include all of the following except _____. a. physiological needs b. safety needs c. need recognition d. self-actualization e. social needs

answer

c. need recognition

question

_____ is the process by which people select, organize, and interpret information to form a meaningful picture of the world. a. Personality b. Perception c. Selective group d. Habitual behavior e. Assessment

answer

b. Perception

question

People can form different perceptions of the same stimulus because of three perceptual processes. All of the following name these processes except _____. a. selective attention b. selective distortion c. selective attitude d. selective retention e. none of the above

answer

c. selective attitude

question

People will forget much that they learn. They tend to retain information that supports their attitudes and beliefs. This is called _____. a. selective retention b. selective distortion c. selective attitude d. selective attention e. perceptual vigilance

answer

a. selective retention

question

_____ advertising is when consumers are affected by marketing messages without even knowing it. a. Alternative evaluation b. Subliminal c. Complex d. Motive e. Comparative

answer

b. subliminal

question

_____ describes changes in an individual's behavior arising from experience. a. Lifestyle b. Learning c. Perception d. Cognitive dissonance e. Aggressiveness

answer

b. Learning

question

Learning occurs through the interplay of all of the following except _____. a. drives b. stimuli c. cues d. dissonance behavior e. A and C

answer

d. dissonance behavior

question

_____ are subtle stimuli that determine where, when, and how a person responds to purchasing an item. a. Cues b. Drives c. Messages d. Personalities e. Impulses

answer

a. Cues

question

The practical significance of _____ for marketers is that they can build up demand for a product by associating it with strong drives, using motivating cues, and providing positive reinforcement. a. alternative evaluations b. social classes c. the learning theory d. subcultures e. family and tradition

answer

c. social classes

question

A _____ is a descriptive thought that a person has about something. a. lifestyle b. motive c. belief d. habitual behavior e. stereotype

answer

c. belief

question

____ describes a person's relatively consistent evaluations, feelings, and tendencies toward an object or idea. a. Lifestyle b. Motive c. Habitual behavior d. Attitude e. Perception

answer

d. Attitude

question

A person's attitudes fit into a pattern, and to change one attitude may require difficult adjustments in many others. Thus, a company should _____ try to fit its products into existing attitudes rather than attempt to change attitudes. a. usually b. not c. once in a while d. seldom e. never

answer

a. usually

question

All of the following are part of habitual buying behavior except which one? a. Consumers search extensively for information about brands. b. Consumer behavior does not pass through the usual belief-attitude-behavior sequence. c. Ad repetition creates brand familiarity rather than brand conviction. d. The buying process involves brand beliefs formed by passive learning. e None of the above.

answer

a. Consumers search extensively for information about brands

question

In one way or another, most large companies sell to _____. a. consumers b. other organizations c. employees d. not-for-profit companies e. the service sector

answer

b. other organizations

question

What can we say about the size of the business market compared to consumer markets? a. It is approximately the same. b. It is smaller. c. It is huge. d. There is no need to compare them. e. A and D

answer

b. It is huge

question

The buyer decision process consists of five stages. Which of the following is not one of these stages? a. Need recognition. b. Information search. c. Variety-seeking buying behavior. d. Purchase decision. e. None of the above.

answer

c. Variety-seeking buying behavior

question

The buying process starts with _____—the buyer recognizes a problem or need. a. need recognition b. information search c. evaluation of alternatives d. purchase decision e. separation of needs and wants

answer

a. need recognition

question

The consumer can obtain information from any of several sources. Which is not one of these sources? a. Personal. b. Commercial. c. Attitude. d. Public. e. B and D

answer

c. Attitude

question

The most effective source that consumers obtain information from is _____ because it legitimizes or evaluates products for the buyer. a. commercial b. public c. experimental d. personal e. social

answer

d. Personal

question

The marketer needs to know about _____—that is, how the consumer processes information to arrive at brand choices. a. alternative evaluation b. opinion leaders c. lifestyle d. habitual buying behavior e. postpurchase dissonance

answer

a. alternative evaluation

question

Generally, the consumer's purchase decision will be to buy the most preferred brand, but two factors can come between the purchase intention and the purchase decision. What is one of these factors? a. Postpurchase behavior. b. Attitude of others. c. Cognitive dissonance. d. Habitual buying behavior. e. Impulse

answer

b. attitude of others

question

The marketer's job does not end when the product is bought. After purchasing the product, the consumer will be satisfied or dissatisfied and will engage in _____. a. habitual buying behavior b. alterative evaluation c. postpurchase behavior d. variety-seeking buying behavior e. product assessment

answer

c. postpurchase behavior

question

What determines whether the buyer is satisfied or dissatisfied with a purchase? The answer lies in the relationship between the consumer's expectations and the product's _____. a. perceived performance b. brand personality c. recognition d. consumer market e. service quality

answer

a. perceived performance

question

Almost all major purchases result in _____, or discomfort caused by postpurchase conflict. a. opinion leaders b. cognitive dissonance c. purchase decisions d. complex buying behavior e. dissatisfaction

answer

b. cognitive dissonance

question

_____ is a key to building lasting relationships with consumers. a. Personality b. Alternative evaluations c. Need recognition d. Customer satisfaction e. Quality

answer

d. Customer satisfaction

question

Companies should set up systems that _____ customers to complain. a. discourage b. encourage c. do not allow d. any of the above e. none of the above

answer

b. encourage

question

A new product is a good, service, or idea that is perceived by some potential customers as new. Our interest is in how consumers learn about products for the first time and make the decision to buy them. This is called the _____. a. new product recognition b. adoption process c. variety-seeking buying behavior d. information search e. quality assessment

answer

b. adoption process

question

Which is not one of the stages that customers go through in the process of adopting a new product? a. Awareness. b. Interest. c. Evaluation. d. Culture. e. Desire.

answer

d. Culture

question

Relative advantage, compatibility, complexity, divisibility, and communicability are characteristics of _____. a. alternative evaluation b. dissonance-reducing buying behavior c. influence of product on rate of adoption d. habitual buying behavior e. service quality

answer

c. influence of product on rate of adoption

question

Family is one of the _____ factors that influence consumer behavior. a. cultural b. social c. personal d. psychological e. business

answer

b. social

question

Which of the following is not true regarding African American consumers? a. They have annual buying power of $630 billion. b. Black consumers seem to enjoy shopping more than other groups. c. Many companies work to meet the needs of African American consumers. d. African Americans are the most affluent U.S. segment. e. Black consumers spend twice as much as white consumers for online services.

answer

d. African Americans are the most affluent US segment

question

Which statement is true regarding social class? a. Social class is determined primarily by income level. b. Lines between social classes in the United States are fixed and rigid. c. Social classes show distinct product preferences in clothing and automobiles. d. Wealth is more critical than education level in measuring social class. e. People are relegated to a permanent class layer in the United States.

answer

c. Social classes show distinct product preferences in clothing and automobiles

question

Opinion leaders are sometimes referred to as _____. a. the influentials b. the upper class c. the middle class d. buzz marketers e. none of the above

answer

a. the influentials

question

Lifestyles can be measured through our _____. a. patterns of living b. activities, interests, and opinions c. AIOs d. attitudes, interests, and opinions e. A, B, and C

answer

e. A, B, and C

question

Which of the following is not a primary motivation? a. Achievement. b. Self-esteem. c. Ideals. d. Self-expression. e. Attitudes

answer

b. Self-esteem

Marketing Final (QUESTIONS) – Flashcards

Unlock all answers in this set

Haven't found what you were looking for?

Search for samples, answers to your questions and flashcards