Question 1

According to the VALS system developed by SRI International,________ are successful,sophisticated,and active people with high self-esteem and significant resources.

Accepted Answer

A) achievers 
B) believers 
C) makers 
D) innovators 
A) achievers 
B) believers 
C) makers 
D) innovators

Question 2

Treating each customer seperately and giving the perception that he or she is being treated as a unique segment by delivering personalized products and services is known as:

Accepted Answer

A) selective marketing. 
B) mass marketing. 
C) sales orientation. 
D) mass customization. 
A) selective marketing. 
B) mass marketing. 
C) sales orientation. 
D) mass customization.

Question 3

Perception,not reality,drives purchasing behavior.

Accepted Answer

A) True 
 B)False

Question 4

Marketing managers are interested in variables such as usage rate and degree of loyalty.Which category of descriptor variable do these fall under?

Accepted Answer

A) geographic 
B) demographic 
C) psychographic 
D) behavioral 
A) geographic 
B) demographic 
C) psychographic 
D) behavioral

Question 5

Which of the following statements about the market segmentation approach is correct?

Accepted Answer

A) This approach would imply the production of standardized products. 
B) With this approach,less money is wasted on customers who have low probability of buying the product. 
C) It is the act of choosing which segment or segments to pursue actively. 
D) With this approach,none of the segments would necessarily be satisfied because the typical consumer in each would not feel that the product was right for him or her. 
A) This approach would imply the production of standardized products. 
B) With this approach,less money is wasted on customers who have low probability of buying the product. 
C) It is the act of choosing which segment or segments to pursue actively. 
D) With this approach,none of the segments would necessarily be satisfied because the typical consumer in each would not feel that the product was right for him or her.

Question 6

Which of the following is a demographic variable?

Accepted Answer

A) generation 
B) personality 
C) fensity 
D) nationality 
A) generation 
B) personality 
C) fensity 
D) nationality

Question 7

According to the VALS system developed by SRI International,survivors are cautious customers.

Accepted Answer

A) True 
 B)False

Question 8

________ is the person who actually authorizes payment for the product.

Accepted Answer

A) The influencer 
B) The initiator 
C) The purchaser 
D) The decider 
A) The influencer 
B) The initiator 
C) The purchaser 
D) The decider

Question 9

According to Everett Rogers,which of the following types of customers are generally not interested in technology for its own sake,but are good at detecting the value of a new product and how it will enhance their lives?

Accepted Answer

A) innovators 
B) early adopters 
C) early majority 
D) late majority 
A) innovators 
B) early adopters 
C) early majority 
D) late majority

Question 10

Which of the following terms best describes the set of products that the customer has no intention of buying?

Accepted Answer

A) evoked set 
B) inert set 
C) purchase set 
D) latent set 
A) evoked set 
B) inert set 
C) purchase set 
D) latent set

Question 11

Which of the following best describes the group consisting of practical people who have constructive skills and value self-sufficiency?

Accepted Answer

A) believers 
B) strivers 
C) makers 
D) achievers 
A) believers 
B) strivers 
C) makers 
D) achievers

Question 12

Which of the following analyses aims to group customers that differ from one another but show considerable similarity within the group?

Accepted Answer

A) product segmentation 
B) SWOT analysis 
C) market segmentation 
D) perceptual map 
A) product segmentation 
B) SWOT analysis 
C) market segmentation 
D) perceptual map

Question 13

For frequently purchased products,________ is critical to success because there are not enough new,untapped buyers to sustain a low-priced product for long.

Accepted Answer

A) test marketing 
B) volume discounts 
C) repeat buying 
D) market penetration 
A) test marketing 
B) volume discounts 
C) repeat buying 
D) market penetration

Question 14

According to the needs hierarchy theory,basic human needs such as food,sleep,and water are examples of ________ needs.

Accepted Answer

A) physiological 
B) safety 
C) ego 
D) social 
A) physiological 
B) safety 
C) ego 
D) social

Question 15

Craig is the CMO of Speedoconnect,an Internet Services Provider that has been consistently losing market share for the past three quarters.Craig conducts a customer analysis to understand the weaknesses in the company's service operations.Which of the following groups is most critical in this customer analysis?

Accepted Answer

A) competitors' customers 
B) former customers 
C) potential customers 
D) current customers 
A) competitors' customers 
B) former customers 
C) potential customers 
D) current customers

Question 16

Which of the following types of variables characterizes the differences between people in terms of income,age,occupation,education,and race?

Accepted Answer

A) geographic 
B) demographic 
C) psychographic 
D) behavioral 
A) geographic 
B) demographic 
C) psychographic 
D) behavioral

Question 17

Economic theory suggests that rational customers will collect information only to the point at which:

Accepted Answer

A) the marginal benefit of obtaining the information in terms of incremental value to making a choice equals the marginal cost. 
B) the total benefit of obtaining the information equals the total cost after purchasing the product. 
C) they can no longer pay for syndicated information. 
D) the marginal benefit of obtaining the information in terms of incremental value to making a choice is less than the marginal cost. 
A) the marginal benefit of obtaining the information in terms of incremental value to making a choice equals the marginal cost. 
B) the total benefit of obtaining the information equals the total cost after purchasing the product. 
C) they can no longer pay for syndicated information. 
D) the marginal benefit of obtaining the information in terms of incremental value to making a choice is less than the marginal cost.

Question 18

Which of the following terms best explains the ability of potential users of a new product to use it on a limited basis before adoption?

Accepted Answer

A) reliability 
B) trialability 
C) observability 
D) accountability 
A) reliability 
B) trialability 
C) observability 
D) accountability

Question 19

Why is the concept of segmentation important?

Accepted Answer

A) It assumes that customers are swayed by targeted marketing. 
B) It underscores the importance of production orientation. 
C) It helps companies offer standardized products to the entire market. 
D) It implies an understanding that customers are heterogeneous. 
A) It assumes that customers are swayed by targeted marketing. 
B) It underscores the importance of production orientation. 
C) It helps companies offer standardized products to the entire market. 
D) It implies an understanding that customers are heterogeneous.

Question 20

Which of the following is not a key question raised in using the multiattribute model?

Accepted Answer

A) Which attributes do customers use to define a product? 
B) How is the importance of weights determined? 
C) How is it determined how much of each attribute a brand possesses? 
D) What is the gross profit margin of the product? 
A) Which attributes do customers use to define a product? 
B) How is the importance of weights determined? 
C) How is it determined how much of each attribute a brand possesses? 
D) What is the gross profit margin of the product?

According to the VALS system developed by SRI International,________ are successful,sophisticated,and active people with high self-esteem and significant resources.

Treating each customer seperately and giving the perception that he or she is being treated as a unique segment by delivering personalized products and services is known as:

Perception,not reality,drives purchasing behavior.

Marketing managers are interested in variables such as usage rate and degree of loyalty.Which category of descriptor variable do these fall under?

Which of the following statements about the market segmentation approach is correct?

Which of the following is a demographic variable?

According to the VALS system developed by SRI International,survivors are cautious customers.

________ is the person who actually authorizes payment for the product.

According to Everett Rogers,which of the following types of customers are generally not interested in technology for its own sake,but are good at detecting the value of a new product and how it will enhance their lives?

Which of the following terms best describes the set of products that the customer has no intention of buying?

Which of the following best describes the group consisting of practical people who have constructive skills and value self-sufficiency?

Which of the following analyses aims to group customers that differ from one another but show considerable similarity within the group?

For frequently purchased products,________ is critical to success because there are not enough new,untapped buyers to sustain a low-priced product for long.

According to the needs hierarchy theory,basic human needs such as food,sleep,and water are examples of ________ needs.

Which of the following types of variables characterizes the differences between people in terms of income,age,occupation,education,and race?

Economic theory suggests that rational customers will collect information only to the point at which:

Which of the following terms best explains the ability of potential users of a new product to use it on a limited basis before adoption?

Why is the concept of segmentation important?

Which of the following is not a key question raised in using the multiattribute model?

Marketing and the Job of the Marketing Manager

A Strategic Marketing Framework

Marketing Research

Organizational Buying Behavior

Market Structure and Competitor Analysis

Product Decisions

New Product Development

Pricing

Communications and Advertising Strategy

Sales Promotion

Channels of Distribution

Direct Channels of Distribution: Personal Selling and Direct Marketing

Customer Relationship Management

Special Topic: Strategies for Service Markets

Filters

Exam 4: Analyzing Consumer Behavior

According to the VALS system developed by SRI International,________ are successful,sophisticated,and active people with high self-esteem and significant resources.

Treating each customer seperately and giving the perception that he or she is being treated as a unique segment by delivering personalized products and services is known as:

Perception,not reality,drives purchasing behavior.

Marketing managers are interested in variables such as usage rate and degree of loyalty.Which category of descriptor variable do these fall under?

Which of the following statements about the market segmentation approach is correct?

Which of the following is a demographic variable?

According to the VALS system developed by SRI International,survivors are cautious customers.

________ is the person who actually authorizes payment for the product.

According to Everett Rogers,which of the following types of customers are generally not interested in technology for its own sake,but are good at detecting the value of a new product and how it will enhance their lives?

Which of the following terms best describes the set of products that the customer has no intention of buying?

Which of the following best describes the group consisting of practical people who have constructive skills and value self-sufficiency?

Which of the following analyses aims to group customers that differ from one another but show considerable similarity within the group?

For frequently purchased products,________ is critical to success because there are not enough new,untapped buyers to sustain a low-priced product for long.

According to the needs hierarchy theory,basic human needs such as food,sleep,and water are examples of ________ needs.

Which of the following types of variables characterizes the differences between people in terms of income,age,occupation,education,and race?

Economic theory suggests that rational customers will collect information only to the point at which:

Which of the following terms best explains the ability of potential users of a new product to use it on a limited basis before adoption?

Why is the concept of segmentation important?

Which of the following is not a key question raised in using the multiattribute model?

Marketing and the Job of the Marketing Manager

A Strategic Marketing Framework

Marketing Research

Organizational Buying Behavior

Market Structure and Competitor Analysis

Product Decisions

New Product Development

Pricing

Communications and Advertising Strategy

Sales Promotion

Channels of Distribution

Direct Channels of Distribution: Personal Selling and Direct Marketing

Customer Relationship Management

Special Topic: Strategies for Service Markets

Filters