question

Which of the following is a for-profit organization?

answer

Procter & Gamble

question

Which of the following is a not-for-profit organization?

answer

Duke University

question

Which of the following is NOT one of the four eras of marketing?

answer

automation era

question

Why did the production era focus on producing as many goods as possible?

answer

because there was an unlimited demand for goods

question

Which of the following products is marketed today according to the mindset popular during the production era?

answer

oil

question

Which era of marketing by name is correctly paired with its time frame?

answer

selling era: 1920s to 1950s

question

Which of the following is defined as a customer's perception that a certain product offers a better relationship between costs and benefits than competitors' products do?

answer

value

question

In the definition of value, what is the most important word to note?

answer

perception

question

Which of the following gives the five steps in the consumer buying process in the correct order?

answer

problem recognition > information search > evaluating alternatives > purchase decision > postpurchase evaluation

question

Jamal was having problems getting his taxes done. At what stage is Jamal in the consumer buying process?

answer

I realize I have a problem to resolve.

question

Mavis has just moved to a snowy city and is in the market for a snow shovel. At the hardware store, Mavis sees shovels with straight handles and shovels with curved handles. She sees plastic ones and metal ones. Mavis is currently at which stage of the consumer buying process?

answer

evaluating alternatives

question

Louise has bleached her hair for the first time and is in the market for a shampoo that is meant for bleached hair. She has found three such products in the drugstore and has read all the information on all bottles. What is Louise's next step?

answer

decide to buy one of the shampoos or not buy any of them

question

Saul purchased a gold bracelet to give to his girlfriend after she successfully defended her doctoral thesis. Before he gave it to her, he worried that it was too expensive, both for what it was and for his income level. He thought about returning it. Where was Saul in the consumer buying process?

answer

postpurchase evaluation

question

Which factor influencing buying behavior is correctly matched with its descriptor?

answer

culture and subculture: the influence of values and attitudes

question

Which of the following is NOT something that represents our culture or subculture?

answer

friends

question

Raphael and his friends love classical music, and it shows in the t-shirts Raphael wears. He has a Haydn shirt, a Rimsky-Korsakov shirt, and a Prokofiev shirt. Which factor influencing buying behavior influenced Raphael?

answer

reference groups

question

Income level, profession, educational level, and political status all reflect which factor that affects our consumer decision making?

answer

social class

question

Which factor influencing buying behavior is correctly matched with its descriptor?

answer

situational matters: the effects of timing, moods, impulse, expectations, and so on

question

Leah was in a bad mood. She had just had a fight with her boyfriend over what to do on Saturday afternoon. She went to the mall to hang out with her friends. While there, she tried on a funky shirt that she had decided a week ago was too expensive. Today she thought, why not? So she treated herself to the shirt. What factor influenced Leah's buying behavior?

answer

situational matters

question

Which is an example of promotion done by a for-profit company?

answer

a poster advertising restaurant specials

question

Which is an example of promotion done by a not-for-profit company?

answer

a church advertising a raffle for two gospel concert tickets

question

Which type of consumer segmentation is correctly paired with its descriptor?

answer

psychographic segmentation: dividing the market by psychological characteristics, values, and lifestyles

question

Idaho potatoes are likely sold all over the United States, but it is unlikely that the Idaho potato industry spends many marketing dollars to promote its potatoes in New England, due to the large potato production in Maine. This is an example of what kind of consumer marketing segmentation?

answer

geographic segmentation

question

Makers of dance games made to be played on home television sets have learned that their primary market for this product is girls and young women, so their advertisements target people in this group. This is an example of what kind of consumer marketing segmentation?

answer

demographic segmentation

question

Gender, age, income, education, social class, and ethnicity all fall under what type of consumer segmentation?

answer

demographic segmentation

question

Hal's hot dogs have for years been packaged in bunches of 10 dogs. Customers have been complaining that once they open the package, it is too easy to cook more than they need. So Hal has started selling individually wrapped hot dogs in packages of 10. This is an example of what kind of consumer marketing segmentation?

answer

psychographic segmentation

question

Personal image—the look we wish to project—is most closely tied to which market category?

answer

psychographic segmentation

question

Some toothpastes advertise that they fight cavities. Others promote tooth whitening. Labeling toothpastes in this way is an example of what kind of consumer marketing segmentation?

answer

benefit segmentation

question

People wear athletic gear for many reasons, and the gear is sold at many department stores. But more emphasis is placed on advertising these products for sale at sporting goods stores than at department stores because more customers buy that type of product at sporting goods stores. This is an example of what kind of consumer marketing segmentation?

answer

user-rate segmentation

question

Which of the following is an example of geographic segmentation?

answer

Green Thumb is a large mail-order garden center in the United States. The company sells different bulbs, perennials, bushes, and shrubs to customers in different growing zones.

question

Which of the following is an example of customer-based segmentation?

answer

Pure Software has developed a software that can chart the purity of a chemical held in large storage containers and sampled at different depths. The company wants to sell its product to large chemical manufacturers, most of which are located near the Gulf Coast of the United States.

question

Which of the following is an example of product-use-based segmentation?

answer

Carla sells golf-cart-style carts not just to country clubs. She also sells to zoos and animal parks, as well as airports. Some carts are sold with covers, some without, some with back seats, some without, depending on each customer's needs.

question

Go Red for Women is a campaign put on by the American Heart Association to raise awareness of heart disease in women. This campaign is an example of what type of marketing?

answer

not-for-profit marketing

question

Which of the following is NOT a reason why companies develop new products?

answer

to create a new market

question

Row Your Boat sold row boats and oars, and canoes and paddles. Safety laws indicate that people in these boats need life jackets. But Row Your Boat's customers had to go elsewhere to buy them. Why should Row Your Boat get in the life jacket business?

answer

to fill out a product line

question

Your Day bridal shop sells one-of-a-kind bridal gowns and bridesmaid dresses. It also sells dresses to the mothers of the bride and groom. Customers have been disappointed that the shop did not also sell unique flower girl dresses. So the company has decided to stock flower girl dresses now. For what reason did Your Day bridal shop add flower girl dresses to its offerings?

answer

to fill out a product line

question

Five companies are in business selling denim products. Which company is making a change to take advantage of an opportunity?

answer

Just Jeans has sold straight-leg jeans and wide-leg jeans for many years. Now ankle boots are coming back in style so Just Jeans is going to make boot-cut jeans as well.

question

Which of the following is NOT one of the four Ps of the marketing mix?

answer

packaging

question

Which of the following lists the four Ps of the marketing mix in order of consideration?

answer

product > pricing > place > promotion

question

Which of the following Ps of the marketing mix is correctly matched with its description?

answer

Place strategy: How do we distribute the product in the right locations?

question

Which of the following Ps of the marketing mix is correctly matched with its description?

answer

Promotion strategy: How do we communicate the benefit of the product?

question

Consider this statement: "The designers must consider shape, size, color, brand name, packaging, and product image." Where in the marketing process does this statement apply?

answer

to the product strategy

question

At which stage in the marketing process do concept testing and test marketing come into play?

answer

the product strategy

question

Jenna has designed a new line of shampoos and conditioners. She is currently looking into the pros and cons of selling the products at grocery stores and drugstores versus selling at hair salons. Jenna is at what point in the marketing process?

answer

place strategy

question

Becca wants to open a small pizza and sandwich shop. Which of the following would NOT be something Becca would consider when working out her place strategy?

answer

"How should I let customers know that I have opened?"

question

Advertising, public relations, publicity, personal selling, and other kinds of sales come into play at which stage in the marketing process?

answer

promotion strategy

question

Which of the following is NOT one of the four steps in marketing research?

answer

obtain feedback

question

Which of the following steps in marketing research is correctly paired with its description?

answer

Analyze the data: Use statistical tools to determine the facts.

question

Which of the following is NOT one of the ways to collect facts when conducting market research?

answer

use competitors' advertising

question

Which of the following is an example of a source of secondary data?

answer

academic journals

question

Which of the following is an example of a source of primary data?

answer

surveys

question

Nina was hooked up to electrodes that measured her brain activity and sensors that measured skin response when she was shown a series of ads by a company that makes e-book readers. Which of the following is true of Nina's experience?

answer

Nina was part of a neuromarketing study and was a primary source of information.

question

Consider this statement: "Influenced by intense flavors from Latin America and Thailand, Americans want hotter, more flavorful foods." There are seven outside forces that can influence the success of marketing programs. Which one does the above statement describe?

answer

global forces

question

Consider the following statement: "The lost jobs and foreclosed homes of the recent recession had a great negative effect on retail sales." There are seven outside forces that can influence the success of marketing programs. Which one does the above statement describe?

answer

economic forces

question

Consider the following statement: "People born between 1981 and 2000 are found to be optimistic, civically engaged, self-confident, team-oriented, close to parents, and technologically focused. People born between 1925 and 1945 are friendly, professional, and conciliating and trust credentialed expertise." There are seven outside forces that can influence the success of marketing programs. Which one does the above statement describe?

answer

sociocultural forces

question

Which of the five steps in the consumer buying process is likely to be most affected by a recession?

answer

purchase decision

question

Consider the following statement: "Consumers can walk into a store, see a product they like, then type the model number into an app that compares the price with that of other retailers, find the product cheaper, and order it immediately via the phone from a competitor." There are seven outside forces that can influence the success of marketing programs. Which one does the above statement describe?

answer

technological forces

question

Consider the following statement: "Goldwind USA is a Chinese-owned company that makes wind turbines for the United States. Some say the firm should be welcomed to the United States because it creates green jobs and speeds the adoption of renewable energy in this country. Others see it as a threat to American workers and profits." There are seven outside forces that can influence the success of marketing programs. Which one does this example describe?

answer

competitive forces

question

Andre has a small office supply store in which he sells 50 percent recycled printer paper and 100 percent recycled printer paper. He also does a great business with his nonrecycled printer paper. The 50 percent recycled paper does not sell well. Andre has found out that nearby big-name office supply companies sell it for $2.00 less per ream. Andre is deciding whether to keep the product on his shelves, where it is taking space and not selling well, lower the price, a change that is hard to absorb for a small company, or stop selling the 50 percent paper altogether. Andre is feeling the pressure from what aspect of the external marketing environment?

answer

competitive forces

question

Consider the following statement: "Subsidies for green power—solar, wind, wave action, geothermal, biomass, and the like—result from the actions of elected and appointed government officials." There are seven outside forces that can influence the success of marketing programs. Which one does this example describe?

answer

political forces

question

Consider the following statement: "In late 2010, President Obama signed into law the Food Safety Modernization Act. The Food and Drug Administration will now be allowed to do a mandatory recall of tainted food when a company fails to voluntarily recall the contaminated product." There are seven outside forces that can influence the success of marketing programs. Which one does this example describe?

answer

legal and regulatory forces

question

When a consumer takes practical action by protesting a product by e-mail, by blogging about a product, or by providing feedback about a product on an independent website, the consumer is at what stage of the process of consumer buying behavior?

answer

postpurchase evaluation

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