Deck 11: Marketing Processes and Consumer Behavior

Question 1

Marketing managers often support the activities of political action committees (PACs).In doing this,which environment are they attempting to influence?

A) Competitive
B) Economic
C) Technological
D) Political-legal
E) Geo-demographic

Answer 1

D

Question 2

Marketing concepts can be extended to the promotion of ideas.

Answer 2

True

Question 3

What is the term for the process of creating,communicating,and delivering value to customers while managing customer relationships in ways that benefit the organization and its stakeholders?

A) Financial planning
B) Controlling
C) Operations management
D) Marketing
E) Demographic profiling

Answer 3

D

Question 4

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

A) International competition
B) Substitute competition
C) Brand competition
D) Benefit competition
E) Placement competition

Question 5

What type of goods includes raw materials used to produce other products?

A) Substitute products
B) Industrial goods
C) Consumer goods
D) Marketing goods
E) Disposable goods

Question 6

Companies who use ad campaigns to raise public awareness of important issues such as texting while driving are working with what type of environment?

A) Political-legal
B) Sociocultural
C) Technological
D) Competitive
E) Demographic

Question 7

A company decides to introduce a line of crackers made with organically grown grains and vegetables.What environmental trend is the company responding to?

A) Competitive
B) Sociocultural
C) Political-legal
D) Economic
E) Technological

Question 8

What type of utility is practiced by those companies who allow marketers to have a voice in product design and identifying features customers want?

A) Time
B) Possession
C) Form
D) Value
E) Place

Question 9

When a domestic marketer competes against foreign firms to sell products of a similar nature,what type of sales competition is created?

A) Brand
B) Substitute
C) International
D) Competitive
E) Social

Question 10

What is created when the ownership of a product,including the setting of selling prices,terms of credit,and ownership documentation is transferred to a customer?

A) Place utility
B) Time utility
C) Value utility
D) Possession utility
E) Form utility

Question 11

The formula for value is benefits divided by costs.

Question 12

What type of marketing is used to build long-term relationships with customers?

A) Industrial marketing
B) Relationship marketing
C) Social marketing
D) Economic marketing
E) Consumer marketing

Question 13

What are products with intangible features such as professional advice?

A) Personal goods
B) Services
C) Industrial goods
D) Psychographics
E) Reseller goods

Question 14

What do organizations use to build better,stronger information connections with clients?

A) Customer relationship management (CRM)
B) Data warehousing
C) Industrial marketing
D) Possession utility
E) Data mining

Question 15

What is data warehousing?

A) A marketing strategy that creates sales agreements that stipulate product delivery
B) The process of dividing a market into categories of customer types
C) The study of consumer needs and wants and the way in which sellers can best meet them
D) The process of collecting, storing, and retrieving data in electronic files
E) A customer identification strategy that targets potential buyers

Question 16

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

Question 17

Marketing consists primarily of advertising a product or service.

Question 18

Which of the following is used to automate the analysis of customer information and how might they be influenced by marketers?

A) Data mining
B) Brand competition
C) Customer relationship management
D) Relationship marketing
E) Data warehousing

Question 19

Which of the following represents the functions of a product and the emotional satisfaction gained by owning it?

A) Features
B) Requirements
C) Benefits
D) Safety devices
E) Guarantees

Question 20

The ability of a good or service to satisfy a need is considered to be its

A) benefit.
B) utility.
C) value.
D) market.
E) sociocultural environment.

Question 21

Why does a marketing strategy utilize the marketing mix,which includes product,price,place,and promotion?

A) To control the organization's resources to support marketing activities
B) To transfer goods or services to customers
C) To develop a clear strategy for planning and implementing marketing activities
D) To plan the organization's marketing toward supporting the organization's overall mission
E) To satisfy customers in target markets

Question 22

A feature or image that makes a product different from existing products is called product differentiation.

Question 23

What part of the marketing mix includes communicating information about products and is the most visible component of the marketing mix?

A) Product
B) Promotion
C) Price
D) Place
E) Psychographics

Question 24

The goals of the marketing plan are the foundations for the marketing objectives.

Question 25

Describe the three types of competition faced by marketers.

Question 26

Economic conditions greatly influence marketing plans for product offerings.

Question 27

How do organizations determine how to move products to customers?

A) Promotion
B) Marketing mix
C) Place (or distribution)
D) Marketing managers
E) Personal selling feedback

Question 28

The product mix includes consideration of product,pricing,place,and promotion.

Question 29

What specific issues do marketing strategies help marketers determine?

A) The goals the marketing plan intends to accomplish
B) The marketing objectives of what the marketer will accomplish
C) The mix of goods or services to fill a customer's needs or wants
D) The marketing activities a business will use to achieve marketing goals
E) The features that will differentiate a product from competitors

Question 30

Explain the elements that comprise the marketing environment.

Question 31

Time utility is created by a sales agreement that stipulates where products will be delivered to customers.

Question 32

Product differentiation is selecting the best price at which to sell a product.

Question 33

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

A) Marketing mix
B) Marketing manager
C) Product differentiation
D) Product development
E) Marketing plan

Question 34

What is the term for the communication efforts that are designed to build goodwill and build favorable attitudes in consumers?

A) Sales promotion
B) Advertising
C) Promotion
D) Public relations
E) Personal selling

Question 35

What is used to guide the detailed activities of the marketing plan ensuring the goals of the plan are accomplished?

A) Marketing strategy
B) Product differentiation
C) Marketing objectives
D) Distribution policy
E) Marketing mix

Question 36

What are the tangible products bought strictly for personal use?

A) Consumer goods
B) Services
C) Relationship goods
D) Data
E) Industrial goods

Question 37

Which of the following can be the overall effect when a good or service is priced higher than competitors?

A) There will be an implication of higher quality standards.
B) There will be greater demand for the product.
C) Sales will start slow, but increase over time.
D) There will be a larger market size, but smaller profit.
E) There will be a smaller market and smaller profit.

Question 38

When selling industrial goods and services,using representatives who are trained to understand the needs of each customer is a key component of

A) advertising.
B) personal selling.
C) sales promotions.
D) publicity.
E) interactive marketing.

Question 39

How do companies offer one-time direct inducements to buyers when tempting buyers to buy goods or services?

A) Personal selling
B) Sales promotions
C) Public relations campaigns
D) Integrated marketing
E) Advertising

Question 40

Which of the following represents a feature or image that makes one product different from its competitors?

A) Marketing strategy
B) Product differentiation
C) Place distribution
D) Personal selling
E) Product positioning

Question 41

How does behavioral segmentation identify target markets?

A) Patterns displayed by consumers
B) Consumer characteristics such as lifestyles
C) Research that obtains data by watching and recording behavior
D) Dividing the market based on needs and wants
E) Using psychographics characteristics

Question 42

What market segment is based on where the target market lives and how location affects their lifestyle?

A) Demographic
B) Behavioral
C) Positional
D) Geographic
E) Psychographic

Question 43

Psychographics cannot be changed by marketing efforts.

Question 44

What would marketers utilize if they wanted to identify markets where customers had a certain lifestyle,personality,or attitude?

A) Place utility
B) Geographic segmentation
C) Psychographic segmentation
D) Possession utility
E) Behavioral segmentation

Question 45

Which of the following is the combination of traits based on location and population characteristics used to identify consumers and act as a common segmentation tool?

A) Psychographic variables
B) Behavioral variables
C) Marketing variables
D) Geo-demographic variables
E) Primary variables

Question 46

Target marketing requires dividing a market into categories of customer types or segments.

Question 47

Discuss the relationship between a marketing strategy and a marketing manager.

Question 48

What type of segmentation is more effective because of the greater number of variables and has consequently become the most common segmentation tool?

A) Demographic segmentation
B) Psychographic segmentation
C) Behavioral segmentation
D) Marketing segmentation
E) Geo-demographic segmentation

Question 49

What process is used by marketers to communicate the nature of a product to a target segment?

A) Product positioning
B) Possession utility
C) Promotion
D) Product differentiation
E) Personal influence

Question 50

Why is product development a challenge for marketers?

Question 51

Which of the following describe(s)measurable traits about a consumer,such as income,gender,or marital status?

A) Psychographics
B) Geographics
C) Geo-demographics
D) Behavior
E) Demographics

Question 52

Geographic variables describe populations by identifying traits,such as age,income,gender,ethnic background,marital status,race,religion,and social class.

Question 53

Which is usually the first step in the marketing strategy that allows marketers to focus efforts on a particular group of people or organizations?

A) Distribution
B) Product differentiation
C) Target market selection
D) Pricing
E) Integration

Question 54

A description such as single,age 20-34,earning $30,000 a year is an example of a psychographic variable.

Question 55

What can marketers use to attempt to separate consumers based on identifying traits such as age or income?

A) Psychographic variables
B) Geographic segmentation
C) Product positioning
D) Integrated marketing
E) Demographic segmentation

Question 56

What can be utilized to ensure a company's marketing and nonmarketing efforts are compatible?

A) Market segmentation
B) Integrated marketing strategies
C) Target marketing
D) Public relations
E) Personal selling

Question 57

What does the process of product positioning involve?

A) Hiring only employees who have the strongest credentials
B) Designing a company's products to appeal to target customers
C) Focusing on only one component of the marketing mix
D) Disregarding customers' reactions to a company's products
E) Reorganizing employees according to seniority

Question 58

Why is product placement an effective marketing tool?

Question 59

Describe the elements of the marketing mix.What is their collective role?

Question 60

For marketers,what type of variables are lifestyles,opinions,interests,and attitudes?

A) Geographic variables
B) Demographic variables
C) Psychographic variables
D) Product use variables
E) Labor market variables

Question 61

Identify demographic and psychographic variables.

Question 62

Accessing a website in search of magazine articles about a product before its purchase is an example of what part of the consumer buying process?

A) Social networking
B) Problem solving
C) Information seeking
D) Psychological influencing
E) Recognizing a need

Question 63

What is the goal of market research?

A) To identify stakeholders and how to best meet their needs
B) To gain goodwill with consumers by utilizing public relations
C) To increase competitiveness by clarifying relationships that affect the marketing decisions
D) To conduct studies on customer responses to the marketing mix
E) To determine which research method will deliver the most effective results

Question 64

Explain how marketers identify different market segments.

Question 65

What is the advantage of utilizing focus groups for research?

A) They easily generate comparison data with competitors' products.
B) They offer fact-based information on products.
C) They are more structured and are easier to analyze.
D) They allow for more in-depth discussion on complex issues.
E) They are less costly and time consuming.

Question 66

What type of behavior do consumers exhibit by regularly purchasing products because they are satisfied with the performance of the product?

A) Psychological influences
B) Need recognition
C) Brand loyalty
D) Emotional motives
E) Consumer activism

Question 67

When is conducting market research generally most effective?

A) When entering international markets
B) When sales begin to drop
C) When competitors release newer, competitive products.
D) When developing new products or altering existing products
E) When a new product is ready to be released

Question 68

Which consumer influence includes perceptions,ability to learn,and attitudes?

A) Psychological
B) Personal
C) Social
D) Loyalty
E) Cultural

Question 69

Which tool used for gaining decision-making information identifies what customers want and how to fulfill those wants?

A) Market segmentation
B) Market research
C) Promotion
D) Public relations
E) Integrated marketing strategy

Question 70

What is the study of the decision process by which customers come to purchase and consume products?

A) Marketing
B) Segmentation
C) Resource management
D) Consumer behavior
E) Acculturation

Question 71

What is the name for the influences that include the "way of living" that distinguishes one large group from another?

A) Psychological
B) Personal
C) Social
D) Domestic
E) Cultural

Question 72

What is the term that describes what happens after the sale to ensure consumers buy the product again?

A) Postpurchase evaluation
B) Prepurchase evaluation
C) Rational motives
D) Emotional motives
E) Evoked set

Question 73

When conducting market research,what type of data is used when existing data is unavailable or inadequate?

A) Secondary
B) Demographical
C) Global
D) Psychographic
E) Primary

Question 74

Which of the following is the LEAST important influence on consumer behavior?

A) Psychological factors
B) Personal factors
C) Social factors
D) Technological factors
E) Cultural factors

Question 75

Primary data is data already available from previous research.

Question 76

When gathering opinions about consumer decisions,what type of research tool could be utilized online,by telephone,or face-to-face?

A) Observation
B) Secondary research
C) Surveys
D) Focus groups
E) Experimentation

Question 77

What are target markets? Explain the role that target markets play in market segmentation.

Question 78

Which type of market research involves watching consumers and recording their behavior using tools such as camera feeds and computer recordings?

A) Observation
B) Primary research
C) Surveys
D) Focus groups
E) Experimentation

Question 79

Marketing research is the study of behavioral variables.

Question 80

What is the process where marketers can compare the response of similar people under different circumstances?

A) Observation
B) Surveying
C) Focus group studies
D) Experimentation
E) Questionnaires