Deck 12: Marketing and Consumer Behavior

Question 1

Marketing departments do NOT serve which of the following functions?

A)establish desirable pricing strategies
B)establish meaningful relationships with customers to instill loyalty
C)determine what products to produce and what products not to produce
D)promote an organization by persuading customers that their products are the best

Answer 1

C

Question 2

When companies constantly take the pulse of changing customer needs and wants, then quickly adapt to meet them, they are able to ________.

A)create marketing after products are developed and produced
B)create a buyer's market
C)convince customers to buy existing products
D)satisfy customer preferences before they are expressed or even known by customers

Answer 2

D

Question 3

During which era did businesses switch their focus to place special emphasis on pleasing customers after the sale?

A)customer relationship era
B)production concept era
C)marketing concept era
D)societal marketing era

Answer 3

A

Question 4

The main function of marketing is

A)to contribute to the accuracy of a business's strategic plan.
B)to successfully establish meaningful relationships with customers to ensure loyalty and repeat business.
C)to develop the business's mission and vision.
D)to ensure that manufacturing capacity of a firm is aligned with consumer demand.

Question 5

Marketing creates value for the customer by ________.

A)identifying and meeting human needs and wants
B)offering customers surveys and other feedback tools
C)creating advertisements in major newspaper chains
D)using television spots to get the product message across

Question 6

When competition for customers became more intense during the Sales Concept Era, businesses began to ________.

A)undertake aggressive sales tactics to "push" their products
B)focus on quality control measures to produce better quality products
C)use marketing concepts from an earlier era
D)take advantage of opportunities to market on the Internet

Question 7

The era when companies believed that a good quality product would simply sell itself ran ________.

A)from the 1950s until the early 1980s
B)from the Industrial Revolution until the 1920s
C)from the mid-1920s until the 1950s
D)from the mid-1980s until the late-1990s

Question 8

Marketing has evolved over which four general eras?

A)innovation, production, sales concept, customer relationship
B)production concept, production, sales concept, marketing concept
C)production concept, sales concept, marketing concept, customer relationship
D)innovation, production concept, sales concept, marketing concept

Question 9

Which of the following tools is NOT used to retain customers in order to stimulate future sales of similar or supplementary products?

A)heavy public advertising
B)IT
C)marketing communications
D)customer service

Question 10

Which of the following is NOT a function of CRM software, which would help a company to learn as much as possible about customers and create a meaningful one-on-one interaction with each of them?

A)personalizing customer email so that it addresses their particular needs
B)quickly identifying customers who call for customer service
C)calling customers at their homes to promote the latests products
D)offering products tailored specifically to customers' needs and desires

Question 11

The market mechanism benefits society by ensuring that ________.

A)more people will want to buy more BlackBerrys
B)society will maintain the current standard of living
C)resources are used to increase the benefits of low-value products
D)scarce resources are channeled into products most desired by society

Question 12

Which of the following is NOT an example of how not-for-profit organizations use marketing?

A)A museum conducts a city-wide mailing to attract new membership.
B)The Red Cross is investigating the use of alcohol-based drugs for children's diseases.
C)A Belgium cultural society wants to inform American tourists that French fries were invented there.
D)The Sierra Club is holding a masked costume ball for Halloween in San Francisco.

Question 13

When the marketers for Quiznos try to convince you to buy their sandwiches instead of Subway sandwiches, they are ________.

A)responding to a need
B)creating a need
C)differentiating between needs and desires
D)satisfying a need

Question 14

CRM stands for ________.

A)consumer relations manager
B)customer relationship management
C)communications, retailing, marketing
D)customized relationship management

Question 15

How does marketing MOST benefit consumers?

A)by convincing consumers that they have needs of which they were previously not aware
B)by promoting healthy business competition
C)by responding to consumer needs in an effort to satisfy those needs
D)by minimizing the retail price of desirable products

Question 16

The marketing concept changed the focus from finding the right customer for a product to producing the right product for a customer and doing it better than the competition by specifically focusing on all of the following EXCEPT ________.

A)realizing a profit by satisfying customers over the long term
B)creating one product designed to meet the needs of all customers
C)aligning all functions of the organization to meet or exceed customer needs
D)identifying customer needs before the product is designed and produced

Question 17

Form utility refers to ________.

A)a product produced from raw materials that pleases the customer
B)stocking and displaying products
C)the means of ordering products
D)the benefits of practicality when a product can be used with no assembly required

Question 18

When U.S. soldiers returned home from World War II, they influenced the marketing of products by ________.

A)refusing to purchase any products made in the United States
B)taking an innovative approach to marketing when they took jobs in advertising agencies
C)getting married, starting families, and having the willingness to spend money
D)being easily convinced to purchase new products on the market

Question 19

Which of the following is the BEST example of ownership utility?

A)A law firm believes that it will be more profitable it if owns rather than leases its office space.
B)A collectible item decreases in value over time.
C)A store sells a swimsuit to a customer.
D)A customer benefits from purchasing ski equipment near the beginning of the winter season.

Question 20

In a "seller's market" ________.

A)demand exceeds supply
B)suppliers are anxiously looking for a wider range of outlets for their goods and services
C)customers have the final choice on product specifications
D)there is a limited demand for good quality products

Question 21

When you have already determined that there is demand for the services of your potential business, your next step is to ________.

A)identify an unfilled market need
B)identify target customers
C)implement the marketing mix
D)conduct market research

Question 22

The first step in the marketing process is to ________.

A)conduct market research
B)identify an unfilled market need
C)determine costs in relation to potential benefits of the product
D)establish brand recognition

Question 23

Which of the following is not provided by market research?

A)the profitability of a venture
B)the cost of producing the product
C)the target market
D)the marketing plan

Question 24

A marketing strategy consists of the following elements: ________.

A)the target market, the marketing mix, and the product placement
B)the target market and the product placement
C)the target market and the marketing mix
D)the marketing mix, the product placement, and the potential customer base

Question 25

In the age of identity theft, customers feel that marketers are violating their privacy when they ________.

A)use high-pressure selling techniques
B)ask for a price that is considered unfair
C)resell information from marketing surveys without permission
D)direct marketing at children

Question 26

________ is the process of surveying the market environment to assess external threats and opportunities.

A)Distributing
B)Environmental scanning
C)Business planning
D)Overseeing

Question 27

An ideal marketing objective is ________.

A)idealistic, quantifiable, and consumer-oriented
B)realistic, qualitative, and competitive
C)time specific, realistic, and quantifiable
D)quantifiable, research-based, and without regard to ethics

Question 28

The fact that modern, sophisticated manufacturing innovations have enabled many firms to more easily customize their products and to offer them at dramatically reduced prices to satisfy the varying tastes of targeted customers represents the impact of the ________ on the marketing of products.

A)economic environment
B)competitive environment
C)technological environment
D)4 Ps

Question 29

Which of the following is NOT a primary source of data?

A)interviews
B)controlled experiments
C)accounting records
D)sampling

Question 30

The New York Times is a ________.

A)secondary source of data
B)primary source of data
C)focus group data
D)primary and secondary source of data

Question 31

The final step in the marketing process is ________.

A)promotion
B)target marketing
C)product placement
D)nurture good customer relationships

Question 32

The competitive advantages or core competencies that a company has at its disposal to meet a specified marketing objective are called its ________.

A)opportunities
B)consumer confidence level
C)marketing mix
D)internal strengths

Question 33

The middlemen in a distribution channel are sometimes called ________.

A)wholesalers
B)clerks
C)salespeople
D)assembly line workers

Question 34

When eight to ten potential customers are asked for feedback on a good or service, advertisement, idea, or packaging by a company, they are called a ________.

A)target market
B)focus group
C)control group
D)consumer advocacy group

Question 35

Which of the following is NOT one of the factors in the economic environment that will affect customers' willingness and ability to spend their money on a firm's product?

A)changes in government fiscal and monetary policies
B)changes in the interest rates on credit cards
C)changes in the amount of bonuses paid to bank executives
D)changes in the unemployment rates

Question 36

A ________ is a name, term, symbol, or design that distinguishes a company and its products from all others.

A)logo
B)brand
C)business monogram
D)Web site URL

Question 37

In the sociocultural environment, businesses can avoid business blunders and find opportunities by doing all of the following EXCEPT:

A)understanding cultural differences.
B)hiding from the political process.
C)adapting to different attitudes.
D)keeping up with demographic shifts.

Question 38

Which of the following is NOT a good way to develop rapport with clients?

A)establishing relationships with other businesses that cater to the same clientele
B)responding to suggestions from customers on how to improve services
C)providing high quality products without a money-back guarantee
D)offering discounts to a few, select customers

Question 39

Which of the following is NOT a promotional method used to inform and persuade targeted customers to buy a product?

A)personal selling
B)publicity
C)distribution
D)direct marketing

Question 40

The most visible part of the marketing mix, which is also often the most expensive, is ________.

A)promotion
B)market research
C)market plan development
D)target market selection

Question 41

When a company performs an audit of current managerial expertise, manufacturing and financing capabilities, and the organization's execution of the 4 Ps in the marketing mix, it is primarily interested in assessing its ________.

A)reputation
B)internal strengths and weaknesses
C)profit and losses
D)external environment

Question 42

Which of the following is NOT one of the aspects of the marketing mix influences in consumer purchases?

A)distribution
B)promotion
C)price
D)public perception

Question 43

The value of a product equals the ratio of the product's benefits to its costs.

Question 44

In the 1950s, when production continued to expand more quickly than the growth in demand for goods and services, companies realized that they needed to produce products and then try to convince customers to buy them.

Question 45

Which of the following is NOT one of the most common consumer market segmentation classifications?

A)behavioral
B)home ownership
C)psychographic
D)demographic

Question 46

Once an organization has performed a complete situational analysis, including an evaluation of its internal strengths and weaknesses and the external opportunities and threats of the market environment, then it is ready to ________.

A)do market research
B)expand sales over the Internet
C)select its target market
D)perform an audit of the organization's execution of its marketing mix

Question 47

"Place marketing" refers to the significance of good placement of print, television, and Web site ads in order to generate the best response rate.

Question 48

Marketing departments can do little to promote the intangible benefits derived from the consumption of a product, such as the brand. Instead they are promoting the tangible goods, services, or ideas available for purchase in a market.

Question 49

When we interview for a job, we are marketing ourselves.

Question 50

Which of the following is a typical characteristic of a business-to-business market?

A)many customers who purchase in small quantities
B)geographically dispersed buyers
C)complex buying decisions
D)an individual makes the purchasing decision

Question 51

The marketing concept changed the focus from producing the right product for a customer to finding the right customer for a product using sophisticated marketing techniques.

Question 52

CRM is part of why airlines offer frequent flyer programs to all customers and why credit card companies offer low-interest balance transfers only to certain targeted customers

Question 53

Which of the following is NOT a strong ingredient for marketing success?

A)identifying a need
B)aggressive advertising
C)a "fair" price
D)employee satisfaction

Question 54

Snow blowers are sold in areas where there is a longer cold season and the likelihood of snow. The consumer market for snow blowers is an example of ________.

A)demographic segmentation
B)geographic segmentation
C)competitive advantages
D)external business advantages

Question 55

Which of the following is an example of a situational factor that could affect a consumer's buying decision?

A)the buyer's social class
B)the layout of a store
C)the buyer's motivations
D)the price of a product

Question 56

Galaxy Lighting is a new company creating chandeliers specifically to be used in hotel lobbies. Since its potential customers are very narrowly defined, it must undertake ________ to focus its marketing efforts.

A)niche marketing
B)situational analysis
C)careful analysis of statistics
D)a search for the appropriate distribution channel

Question 57

Maximizing convenience is one way to increase the value of a product.

Question 58

Marketing departments are responsible for distributing products to customers at a place and time most suitable to the customer.

Question 59

Which of the following is NOT a criticism of marketing?

A)catering to an exclusively up-scale clientele
B)price gouging
C)confusing advertisements
D)the promotion of unsafe children's toys

Question 60

Successful marketing identifies many ways to increase value to customers, including increasing the perceived benefits of a product whether or not those benefits will actually be experienced by the customer after purchasing the product.

Question 61

The more loyal a traveler is to a certain hotel chain, the more sensitive he or she is to the room rate at hotels in that chain.

Question 62

Ethnicity is an example of geographic market segmentation.

Question 63

Core competencies are easily imitated by other companies, particularly competitors in the same industry.

Question 64

Prudent firms follow domestic markets exclusively in order to keep their focus on immediate sales and to avoid the additional expenses incurred in the global marketplace.

Question 65

Unlike geographic variables, variables based on customer lifestyles, personality traits, motives, and values can be manipulated by the efforts of sophisticated marketers.

Question 66

The process of developing a unique marketing mix that best satisfies a target market is known as positioning.

Question 67

When a woman buys a handbag with a Chanel logo, this status symbol is an example of a personal lifestyle influence on her purchasing choice.

Question 68

The automobile industry is an example of a business that skips the wholesaler in the distribution channel.

Question 69

Secondary marketing data, which has already been collected and processed, is usually more expensive to obtain than primary data.

Question 70

Marketing is an ongoing process of tweaking a business to satisfy customers in order to ensure quality, value, and repeat business.

Question 71

The objectives of a firm must be measurable in order to determine its success in following the marketing plan.

Question 72

Environmental influences are variables under the direct control of an organization.

Question 73

All companies have a code of ethics in place to curb unethical behavior within their organizations.

Question 74

A marketing plan is best provided as an oral presentation so that employees can grasp concepts through visual aids and ask questions in a question-and-answer session.

Question 75

A target market is a group of people who have completed surveys, questionnaires, or other response forms and have indicated an interest in the production of a new product.

Question 76

Marketing managers are responsible for making decisions about the marketing mix (the blend of the four Ps).

Question 77

The value of the U.S. dollar on the international market is example of an environmental influence.

Question 78

Marketers need to be aware of cultural and social differences before launching their products and campaigns.

Question 79

Social media sites such as Facebook and Twitter are unreliable sources of market research data because few customers use such sites to discuss business issues.

Question 80

A rising inflation rate increases the purchasing power of money.