Exam 15: Understanding Marketing Processes and Consumer Behaviour

You are checking out some stores to see what they have in personal computers.You also are reviewing Consumer Reports and several computer magazines.You are in the ________ stage.

Which of the following is correct with respect to surveys?

Westminster Office Products buys paper products from Boise Cascade for sale in its retail stores.Westminster Office Products purchases paper products in the ________ market.

When Procter & Gamble sent video crews into households in the U.K.,Germany,and China to capture people's daily routines and product interaction,this was an example of both primary data gathering and the use of observation as a market research method.

Foreign customers typically differ from domestic buyers in language,customs,business practices,and consumer behaviour.

Skelton Corp.is thinking about using a standardized marketing approach to sell its products internationally.The CEO thinks that this will help to control and plan production better.Which of the following points about using a single marketing approach would strengthen the CEO's argument?

New developments in technology have a big impact on the production area of a business,but much less impact on the marketing area.

A group of people in Canada buy all Hard Core Inc.fashion products because they feel the clothes relate to their rebel lifestyle.What kind of segmentation would best help you define this group of individuals?

An individual's motivations,perceptions,ability to learn,and attitudes are part of which influence in consumer behaviour?

The marketing plan is a detailed and focused strategy for gearing marketing activities to meet consumer needs and wants.

When is market research used most frequently?

Which of the following is not true of the small business marketing mix?

What is a market segment? How does a marketing manager use information about a market segment? In what ways would a market likely be segmented?

Give some specific examples of how some companies have already capitalized on changing demographics.

Marketing applies to goods and services,but not to ideas.

Women who purchase clothes for office wear would be segmented using which variable?

Rob has decided to buy a new computer based on the relatively low costs,the features he can get,the warranty that comes with the computer,and the overall usefulness it will provide.He has made his decision based on

A small pizza chain wants to expand and have a nationwide presence.Some marketing managers feel that an integrated marketing strategy should be used so the company can develop a national brand perception.But the CEO thinks that because each local community is different that each local area should decide on the marketing campaign that will work best.If the following facts were known,which one would support the CEO's view?

The best way to segment the market for umbrellas is probably by

Which term is used to identify the division of a market into categories of customer types?