Marketing Test – Flashcards
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One of the ways that attitudes about a product change over time is through _____ or observing how others react to the product?
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Conceptual learning.
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Kris decided to go shopping for a pair of tennis shoes. She went to the mall where there were several stores selling shoes. The first store was poorly lit, seemed to be kind of dirty and was very crowded. The second store was brightly lit, sparkning clean and had the shoes attractively displayed on shelves. She walked past the first store and into the second store in order to shop for shoes. Kris was influenced by _____?
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Atmospherics.
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Perception deals with...?
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How we interpret the world around us.
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The two basic sources of motivation discussed in class are?
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Physiological, psychological.
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_____ include retail and wholesale businesses.
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Resellers.
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What do we mean when we say demand for industrial goods is derived?
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Consumers buy industrial goods indirectly when they purchase consumer goods that use industrial goods as components.
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Hewlett Packard uses Intel chips in its laptop computers. Through an amazing marketing effort, demand for HP laptops is 5% over what was projected. When they contact Intel to increase their chip order by 5% they are told that the price for the new chips will be double because Intel doesn't have ant excuess capacity. Because demand is strong, Intel builds a new plant to manufacture chips. The following year, demand for HP laptops is down 5%. Intel can't sell all of the chips from its new plant so it offers HP a 75% discount if they will buy more chips than they have already ordered. This is an example of _____?
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The acceleration principle.
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Younjin is a purchasing agent for Acme enterprises. Currently, the company makes a line of fire-proof file cabinets that are well regarded by its customers. One of her responsibilities is to purchase brochures explaining the benefits of the Acme file cabinets. She was recently authorized to purchase a computerized document management system for the company at the cost of several million dollars. With this new technology, she may be able to print the brochures in the factory rather than ordering them from a printing company as in the past. Younjin will probably treat this as a _____ decision?
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Make or buy.
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Bruce is a fan of Minnesota Viking Football team. He was watching a game between the Minnesota Vikings and the San Francisco Fourtyniners on San Francisco television station. He expected that the announcers would favor the local team and it appeared that he was right. Even though a national media agency gave the local announcers an award for the most unbiased coverage ever in a televised football game, Bruce remained convinced that the announcers had favored the local team. This is an example of _____?
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Selective interpretation.
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According to your text, the typical consumer is exposed to _____ advertising messages in a day?
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2500.
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Which of the following statements about attitudes is FALSE?
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Attitudes are permanent.
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Younjiun is a purchasing agent for Acme Enterprises. One of the products she is responsible for is the copier paper for the company's copiers. The company makes lots and lots of copies so they use more than 60 cases of copier paper each week. Younjin will probably treat copier paper as a _____ decision?
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Straight rebuy.
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Which of the following statements comparing the consumer buying process to the business buying process is TRUE?
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Both businesses and consumers solve problems using a five-step process.
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Many complicated products such as computers or automobiles are assembled using many component parts. Once a sales forecast for the main product has been established, it is relatively easy to estimate sales of the component products because of the characteristic of business markets?
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Joint demand.
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_____ business customers may be the largest single market for goods and services in the world according to your textbook.
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Governments.
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Which of the following situations describes a business customer?
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A not-for-profit organization that buys copier paper in order to make flyers announcing a charity fundraising event.
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People may not be conscious of their true motivation for purchasing a specific product. This is especially true for socially consumed products such as luxury cars and designer fashions. They may say they are purchasing these products because they are high quality or an excellent value. The real reason is more likely to be:
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Luxury products are a way for them to maintain their self image.
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The familiarity effect is a consequences of?
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Selective retention.
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A(n) _____ is a learned predisposition to respond to an object or a class of objects in a consistently favorable or unfavorable way?
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Attitude.
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Zach hates the sport of soccer. He especially dislikes the Brazillian national team. He makes it a point never to wear anything that looks like soccer clothing, especially if it is in the colors of Brazilian team. For Zach, the Brazilian soccer team is a(n) _____?
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Dissociative group.
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Which of the following situations describes a business customer?
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A person who buys yarn in order to knit baby clothes for sale on her "darned babies" website.
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According to your textbook, the internet appeals more to _____ who find it an easy way to shop for clothing and gifts.
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Men.
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According to your instructor, which of the following is one of the LEAST important influences on the consumer buying process?
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Advertising.
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_____ is the marketing of goods and services to companies, governments, or not-for-profit organizations purposes other than personal consumption?
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Business marketing.
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Why is demand inelastic for many industrial goods?
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Because the component cost is so small relative to the cost of the end product that large changes in the price for the component will have little impact on demand for the end product.
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Research has shown that the influence of family on the consumer buying process is very strong. This is because many of the consumption patterns we have for products are formed by the time we are ____ years old?
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16.
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Why did your instructor make the point that you can't just have "attitude"?
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Because an attitude always has to be about something.
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What is the essence of the loss aversion principle discussed in class?
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People will work hard to avoid a loss than they will to achieve an equivalent gain.
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Zach loves the sport of soccer. He is a huge fan of the Brazilian nation team. He collects pictures of the team and wears the Brazilian team colors during world cup soccer matches. He hopes to be good enough to play on the Brazilian soccer team some day. For Zach, the Brazilian soccer team is a(n) _____?
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Aspirational group.
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One of the ways that attitudes about a product change over time is through _____ or experiences with the product after it has been purchased.
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Experiential learning.
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Which of the following buying criteria is a business buyer likely to use and an individual consumer NOT likely to use?
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The production capacity of the supplier firm.
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Bruce is trying to sell his new "Bruce's Blend" of coffee to Starbucks. He met with the buyer and the buyer arranged for Bruce to serve a sample of his new blend to a group of "tasters" who will taste the coffee and tell the buyer whether or not they think it is an good. These tasters are performing the role _____?
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Influencer.
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Weblogs or "blogs" have are becoming an important way for Marketers to find....
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Opinion leaders.
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Younjin is a purchasing agent for Acme Enterprises. One of the products she is responsible for is copier paper for the company's copiers. The company makes lots and lots of copies so they use more than 60 cases of copier paper each week. Recently, one of her colleagues, Bruce has been complaining that the copiers are jamming a lot. She thinks it might be because the paper is the wrong kind for the company's copiers. Also, the chairman of the board made a speech to all of the employees stating that the company is going to become environmentally sensitive and there will be bonuses for people who can improve the companies environmental record. Younjin had heard that some recycled paper is as good or better than standard copier paper. She decides to re-think where she is buying her copier paper. Younjin will probably treat copier paper as a _____ decision?
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Modified rebuy.
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According to your instructor, subcultures can be powerful segmentation variable because people have more choice about the subcultures they choose to identify with. This means?
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They are more likely to seek out products that affirm their membership in the subculture.
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What is the difference between a business customer and an individual consumer?
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Mass marketing techniques are usually less cost effective in business marketing than in consumer marketing because there are fewer business customers than individual consumers.
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What is the difference between a business customer and an individual consumer?
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A business buys products in order to make money while an individual buys products for personal enjoyment.
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Bruce is trying to contact the purchasing agent for Starbucks Coffee in order to sell them his new "Bruce Blend" of coffee. However, each time he calls the buyer, he gets a receptionist who asks him his name and then forwards his call to the buyer's voice mail. This has happened several times now and Bruce is beginning to think that the buyer will never call back. The buyer's receptionist performing the role of _____?
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Gatekeeper.
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A person's food preferences, rituals, and even a sense of what is right and what is wrong can be strongly influenced by his/her _____?
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Culture.
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Younjin is a purchasing agent for Acme Enterprises. She is responsibile for the company's copiers. The company makes lots and lots of copies so they spend more than $10 million on copies each year. Younjin is considering replacing all of the company' copier with a networked solution that digitizes all documents and prints them on demand at designated workstations. This system will have to be custom designed for the company and will cost several million dollars. Younjin will probably treat this as a _____ decision?
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New task buy.
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Why is an understanding of attitudes important to understanding consumer brands?
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A brand is essentially an attitude about a product.
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_____ consists of the relatively permanent, homogeneous divisions in a society into which people sharing similar values, interests and behavior can be grouped.
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Social Class.
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Sameer does not smoke. Everyday he walks past a billboard advertising Camel cigarettes. In class, the instructor was talking about how much cigarette advertising is around us and described the billboard advertising Camel cigarettes as an example. Sameer was surprised by this. He had walked by the billboard everyday, yet he had never noticed that it was an advertisement for cigarettes. This is an example of _____?
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Selection attention.
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One of the ways that attitudes about a product change over time is through _____ or observing how others react to the product?
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Conceptual learning.
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According to your instructor, subcultures can be powerful segmentation variables because people have more choice about the subcultures they choose to identify with. This means?
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They are more likely to seek out products that affirm their membership in the subculture.
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Desiree knows that she does not have very much money. Yet she dreams of being rich and famous like one of those Hollywood stars you see on television all the time. Her one luxury is to buy a fashionable designer dresses just like those worn on her favorite telvision shows. Desiree's desire to be seen as a high-fashion person is motivated by her _____?
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Ideal self image.
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The group of people in an organization who become involved in the purchase decision are a(the) ____?_
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Buying center.
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The threshold level of perception is...?
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The minimum difference in a stimulus that a person will notice.
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Bruce is very frustrated. He trying to make copies of a handout for his 9:30 principles of marketing class and the copier is jammed. The copier is always jammed. He has complained to the purchasing agent several times, asking them to get a copier that works. Bruce is performing the role _____?
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User.
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A _____ is an actual or imaginary group that has a significant impact on a person's evaluations, aspirations or behavior?
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Reference group.
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According to your textbook, what is the most significant determinant of the type of new car purchase?
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The presence of children in the family.
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Desiree knows that she does not have very much money. Yet she dreams of being rich and famous like one of those Hollywood stars you see on television all the time. Her one luxury is to buy fashionable designer dresses just like those worn on her favorite television shows. In order to survive, she eats day old bread and lots of rice because it is very inexpensive. Desiree's desire to save money on food which she eats alone is motivated by her _____?
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Actual self image.
