Exam 11: Marketing Processes and Consumer Behavior

Leif designs and sells surfboards. Although his sales are declining, he decides to keep his prices constant. The marketing professionals with whom Leif consults all support his decision. Which of the following statements is LEAST likely to be True?

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(Multiple Choice)

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Question 1

Correct Answer:

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Describe psychological, personal, social, and cultural influences on consumer behavior.

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Question 2

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Marketers try to explain consumer choices and predict future buying behaviors based on psychological, personal, social, and cultural influences. Psychological influences include an individual's motivations, perceptions, ability to learn, and attitudes. Personal influences include lifestyle, personality, and economic status. Social influences include family, opinion leaders (people whose opinions are sought by others), and such reference groups as friends, coworkers, and professional associates. Cultural influences include culture (the way of living that distinguishes one large group from another), subculture (smaller groups, such as ethnic groups, with shared values), and social class (the cultural ranking of groups according to such criteria as background, occupation, house type, and income).
Explanation:

After becoming a successful national brand, Penelope's Pizza has made the decision to expand overseas and enter the global market. Using a globally integrated marketing plan, Penelope's plans to enter the pizza market in Germany, Japan, and India. The CEO wants to use an adaptation plan in the new markets, and thus offer kielbasa pizza in Germany, sushi pizza in Japan, and vegetarian pizza in India. The advertising firm recommends a standardization approach as being more cost efficient and brand identifiable. Which statement, if True, supports the CEO's argument?

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Question 3

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What would be the best target market for waterproof fragrances?

(Multiple Choice)

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Question 4

Marketing concepts can be extended to the promotion of ideas.

(True/False)

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Question 5

Which of the following, if True, would most strongly support the VP of Operation's position?

(Multiple Choice)

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Question 6

Benefits add value by providing features that increase the customer's satisfaction.

(True/False)

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Question 7

The vice president of marketing suggests opening a Facebook page for DVD Heaven, but the president argues that social media sites would not help its business. Which of the following statements, if True, would support the argument made by the president for NOT using social media sites as part of DVD Heaven's advertising strategy?

(Multiple Choice)

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Question 8

In small business, why are some new products and firms doomed at the start?

(Essay)

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Question 9

What is the term for a detailed strategy for focusing marketing efforts on consumers' needs and wants?

(Multiple Choice)

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Question 10

A private brand is a brand name developed by a wholesaler or retailer for their product.

(True/False)

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Question 11

List five possible attributes likely to be found in the value package for Panther Shoes' top-selling shoes.

(Essay)

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Question 12

During 2010, Macmoo completed fewer real estate transactions than it did during any similar time period during the last five years. Still, the Marketing Director claims that its marketing efforts led to very positive financial results for Macmoo. Which of the following, if True, would resolve this seeming discrepancy?

(Multiple Choice)

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Question 13

What type of marketing do insurance companies, airlines, investment counselors, health clinics, and public accountants typically engage in?

(Multiple Choice)

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Question 14

What are fitness programs and drug regimens to lower cholesterol levels both an example of?

(Multiple Choice)

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Question 15

Which of the following occurs between similar products and is based on buyers' perceptions of the benefits of products offered by particular companies?

(Multiple Choice)

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Question 16

Martin remembers learning about the three major categories of consumer goods while in graduate school. How would shoes and athletic apparel sold by Panther be categorized?

(Essay)

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Question 17

While watching your favorite sitcom, you see an actor holding a particular brand of beer. This is an example of product placement.

(True/False)

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Question 18

What is the term that encompasses a good, a service, or an idea designed to fill a consumer need?

(Multiple Choice)

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Question 19

What is the term for the type of competition based on buyers' perceptions of the benefits of products offered by particular companies?

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Question 20

Showing 1 - 20 of 130

Leif designs and sells surfboards. Although his sales are declining, he decides to keep his prices constant. The marketing professionals with whom Leif consults all support his decision. Which of the following statements is LEAST likely to be True?

Describe psychological, personal, social, and cultural influences on consumer behavior.

What would be the best target market for waterproof fragrances?

Marketing concepts can be extended to the promotion of ideas.

Which of the following, if True, would most strongly support the VP of Operation's position?

Benefits add value by providing features that increase the customer's satisfaction.

In small business, why are some new products and firms doomed at the start?

What is the term for a detailed strategy for focusing marketing efforts on consumers' needs and wants?

A private brand is a brand name developed by a wholesaler or retailer for their product.

List five possible attributes likely to be found in the value package for Panther Shoes' top-selling shoes.

What type of marketing do insurance companies, airlines, investment counselors, health clinics, and public accountants typically engage in?

What are fitness programs and drug regimens to lower cholesterol levels both an example of?

Which of the following occurs between similar products and is based on buyers' perceptions of the benefits of products offered by particular companies?

Martin remembers learning about the three major categories of consumer goods while in graduate school. How would shoes and athletic apparel sold by Panther be categorized?

While watching your favorite sitcom, you see an actor holding a particular brand of beer. This is an example of product placement.

What is the term that encompasses a good, a service, or an idea designed to fill a consumer need?

What is the term for the type of competition based on buyers' perceptions of the benefits of products offered by particular companies?

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The Role of Accountants and Accounting Information

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