14 Aug 1. Why is China very attractive to marketers around the world? A) because

1.
Why is China very attractive to marketers around the world?

A) because it represents a collective approach to marketing in contrast
to the traditional individualist approach used in the United States and other
western cultures

B) Chinese consumers are very brand loyal

C) they are the heaviest users of the Internet

D) Chinese teens are easier to understand because they are less trendy
than teenagers from other countries

E) because of its massive population, rising income, and emerging
youth market
2.
_____ is the study of individuals, groups, or organizations and the processes
they use to select, secure, use, and dispose of products, services,
experiences, or ideas to satisfy needs and the impacts that these processes
have on the consumer and society.

A) Marketing

B) Consumer behavior

C) Psychographics

D) Demographics

E) Psychology
3.
One primary function of Harriet’s job is to study individuals, groups, or
organizations and the processes they use to select, secure, use, and dispose of
her company’s products and services to satisfy needs and the impacts that these
processes have on the consumer and society. Harriet works in the field of
_____.

A) social psychology

B) cognitive psychology

C) management

D) consumer behavior

E) organizational behavior
4.
Which of the following is NOT true regarding consumer behavior?

A) Organizations are applying theories and information about consumer
behavior on a daily basis.

B) It is often necessary to conduct research.

C) Consumer behavior is a complex, multidimensional process.

D) The overall model of consumer behavior presented in the text is
accurate in predicting consumer behavior.

E) Marketing practices designed to influence consumer behavior
involve ethical issues that affect the firm, the individual, and society.
5.
Which of the following is a key aspect regarding consumer behavior?

A) Organizations are applying theories and information about consumer
behavior on a daily basis.

B) It is often necessary to conduct research.

C) Consumer behavior is a complex, multidimensional process.

D) Marketing practices designed to influence consumer behavior involve
ethical issues that affect the firm, the individual, and society.

E) all of the above
6.
Which of the following is NOT an application of consumer behavior?

A) marketing strategy

B) human resource management

C) regulatory policy

D) informed consumers

E) social marketing
7.
Thomas wants to gain a useable understanding of consumer behavior in order to
help him become a more effective marketing manager. Which application of
consumer behavior does this represent?

A) marketing strategy

B) regulatory policy

C) social marketing

D) informed consumers

E) resource management
8.
_____ is the application of marketing strategies and tactics to alter or create
behaviors that have a positive effect on the targeted individuals or society as
a whole.

A) Social marketing

B) Consumer behavior

C) Regulation

D) Proactive marketing

E) Ethical marketing
9.
Mia is concerned how her marketing activities will affect individual consumers
as well as society at large. Mia is implementing _____.

A) conscientious marketing

B) regulated marketing

C) ethical marketing

D) proactive marketing

E) social marketing
10. Most
economically developed societies are legitimately referred to as _____
societies.

A) marketing

B) proactive

C) consumption

D) competitive

E) enhanced
11. Which of
the following is used by firms to influence consumers?

A) ads

B) packages

C) store environments

D) sales pitches

E) all of the above
12. To survive
in a competitive environment, an organization must provide its target customers
more _____ than is provided to them by its competition.

A) product

B) service

C) value

D) feedback

E) attention
13. The
difference between all the benefits derived from a total product and all the
costs of acquiring those benefits is known as _____.

A) price

B) position

C) consumer behavior

D) customer value

E) equity
14. Laurie
saved for six months to have enough money to buy a new designer outfit to wear
to a special party. She had to travel to a larger city to purchase this
outfit, but it was worth it to her because it made her feel beautiful and
confident. The difference between the benefits Laurie perceived from this
purchase and the cost to her to acquire these benefits describes her _____.

A) consumer behavior

B) customer value

C) motivation

D) equity difference

E) perceptual field
15. It is
critical that a firm consider value from which perspective?

A) the competition’s

B) the firm’s

C) the customer’s

D) the government’s

E) the industry’s
16. How can an
organization provide superior customer value to customers?

A) by conducting market research

B) by offering their products at the lowest price

C) by offering extended warranty coverage on products

D) by doing a better job of anticipating and reacting to customer needs
than the competition does

E) by offering more variations of a product
17. Marketing
strategy begins with _____.

A) market segmentation

B) targeting

C) conducting an outcomes assessment

D) objective setting

E) conducting a market analysis
18. Harold is
tasked with developing the marketing strategy for his family’s business.
What should he do first?

A) segment the market

B) conduct a market analysis

C) decide on which segments to target

D) develop the marketing mix

E) set objectives
19. Marketing
strategy is formulated in terms of the marketing mix; that is, it involves
determining the product, features, price, communications, distribution, and
services that will provide customers with superior value. This entire set
of characteristics is often referred to as the _____.

A) total product

B) customer value

C) offering

D) value proposition

E) total value
20. Disney
World in Orlando, FL has several theme parks, resorts, restaurants, and
stores. Each is intentionally created to offer a memorable event for
visitors. For example, the Wilderness Lodge is a large resort hotel on
the grounds, and everything within it is made to look like log cabins and
pioneer days. Even the casual restaurant has the wait staff dressed in
pioneer costumes, and they put on funny little skits when they are waiting on customers.
Which of the following best describes what Disney is selling?

A) a product

B) a service

C) a bundled product

D) a bundled service

E) an experience
21. _____ are
small, convenient, open-air retailing complexes laid out to evoke the
small-town shopping districts of previous generations.

A) Malls

B) Kiosks

C) Town centers

D) Lifestyle centers

E) Micro-malls
22. Which of
the following is a component of a market analysis?

A) market segmentation

B) objectives

C) conditions

D) price

E) all of the above
23. Darren is
conducting a market analysis for his business, and he has asked your advice on
what he should be analyzing. Which of the following should he consider at
this step of marketing strategy development?

A) the company’s own ability to meet customer needs

B) competitors’ capabilities and strategies

C) consumers’ needs

D) conditions in the market

E) all of the above
24. Jamie is
developing a thorough understanding of his company’s own capabilities, the
capabilities of current and future competitors, the consumption process of
potential customers, and the economic, physical, and technological environment
in which these elements interact. Which step in the marketing strategy
process is Jamie performing?

A) setting objectives

B) segmenting the market

C) conducting a market analysis

D) assessing the outcomes

E) targeting the market

25. Which of
the following aspects is evaluated when determining a firm’s ability to meet
customer needs?

A) financial condition

B) general managerial skills

C) production capabilities

D) technological sophistication

E) all of the above
26. Which of
the following is NOT evaluated when analyzing a company’s own ability to meet
customer needs?

A) competitors

B) financial strengths

C) general managerial skills

D) production capabilities

E) reputation
27. As part of
developing your company’s marketing strategy, you are tasked with analyzing the
new-product capabilities, channel strength, advertising abilities, service
capabilities, marketing research abilities, and market and consumer
knowledge. Which aspect of your company’s capabilities are you assessing?

A) financial strength

B) marketing skills

C) general managerial skills

D) production capabilities

E) reputation
28. A portion
of a larger market whose needs differ somewhat from the larger market is
referred to as a(n) _____.

A) market segment

B) niche

C) subgroup

D) ancillary market

E) secondary market
29. Smaller
women like to purchase fashionable clothes just as much as any women.
However, most clothes are not proportioned for their smaller size and do not
fit well. As a result, several manufacturers offer petite sizes of
clothing for this group of consumers. Women who comprise this group have
needs that differ somewhat from the total market and represent a _____.

A) demographic segment

B) lifestyle segment

C) market potential

D) sub-market

E) market segment
30. Tracking
consumers’ online activity and delivering specific banner ads based on that
activity is known as _____.

A) clickstream

B) blogging

C) spam

D) behavioral targeting

E) electronic targeting
31. Tacoda
Systems tracks consumers’ online activity and delivers specific banners based
on that activity. This tracking and ad delivery system has been installed
on almost 3,000 Web sites, and advertisers pay on a pay-for-performance basis,
which means that advertisers pay Tacoda Systems only when a consumer clicks on
their ad. The tracking of online activity and delivery of ads based on
that activity is called _____.

A) click-throughs

B) behavioral targeting

C) spamming

D) blogging

E) cookie targeting
32. What is
the first step in market segmentation?

A) describe each group

B) group customers with similar needs sets

C) identify product-related need sets

D) select an attractive segment to serve

E) set objectives for segmenting
33. describing
each group

A) selecting an attractive segment(s) to serve

B) identifying product-related need sets

C) grouping customers with similar need sets

D) deciding the segmenting scheme
34. Which of
the following is NOT a step in market segmentation?

A) set budget

B) identify product-related need sets

C) group customers with similar need sets

D) describe each group

E) select an attractive segment(s) to serve
35. Carlos is
attempting to segment the market for his company’s products. Where should
he begin?

A) set objectives

B) identify product-related need sets

C) group customers with similar need sets

D) describe each group

E) selecting an attractive segment(s) to serve
36. Which term
reflects the fact that most products in developed economies satisfy more than
one need?

A) multiplicity

B) duplicity

C) need array

D) need set

E) value proposition
37. Barry is
looking for a car that is dependable yet stylish enough to let others know that
he has achieved a respectable status in his life and career. He also
wants it to be a high-performance automobile. Dependability, status, and
performance represent Barry’s _____.

A) self-image

B) need set

C) alter ego

D) unarticulated needs

E) lifestyle
38. Which of
the following is used to describe a group of consumers with similar needs sets?

A) demographics

B) lifestyles

C) media usage

D) a and b

E) a, b, and c
39. Talbot’s
is a women’s clothing store that offers classic fashions at a slightly premium
price (i.e., a wool skirt typically costs over $100). During the process
of market segmentation, Talbot’s identified a group of consumers who are larger
than average women yet still want stylish clothing. Further research into
this segment revealed that these women tend to be between the ages of 35 and
50, are career-oriented, have a household income over $50,000, and are married
with children under the age of 18 living at home. This group is also
heavy users of magazines and newspapers as well as prime-time television.
Which step of market segmentation does this describe?

A) identifying product-related need sets

B) grouping customer with similar need sets

C) describing each group

D) selecting an attractive segment(s) to serve

E) profiling current customers
40. The
segment(s) within the larger market on which an organization will focus its
marketing effort is referred to as the _____.

A) need set

B) target market

C) customer set

D) strategic market

E) primary market
41. J&J
Produce is a distributor of fresh produce. They conducted a thorough
analysis of its market and identified groups of consumers that had similar
product-related needs. One particular market identified wanted fresh and
unique produce, such as Swiss chard, radicchio, and exotic fruits, and they
were willing to pay higher prices for these choices. J&J Produce
decided to focus its marketing effort on this segment of the total
market. This segment is J&J’s _____.

A) need set

B) primary market

C) customer set

D) target market

E) market focus
42. Which of
the following is used to evaluate the attractiveness of various market
segments?

A) segment size

B) distribution available

C) fit with company image

D) cost to serve

E) all of the above
43. Juan has
segmented the market for boats and is currently analyzing each with respect to
several factors, such as size, growth rate, competitor strength, fit with
company image, distribution available, cost to serve, and risk before deciding
which segment to target. Which step of market segmentation is Juan
conducting?

A) identifying product-related need sets

B) grouping customer with similar need sets

C) describing each group

D) selecting an attractive segment(s) to serve

E) profiling current customers
44. The
product, price, communications, distribution, and services provided to the
target market is referred to as the _____.

A) need set

B) marketing mix

C) marketing set

D) decision set

E) value proposition
45. Which of
the following is part of the marketing mix?

A) product

B) price

C) communications

D) distribution

E) all of the above
46. A(n) _____
is anything a consumer acquires or might acquire to meet a perceived need.

A) satisfier

B) end state

C) product

D) value proposition

E) outcome
47. To be
successful, a product must _____.

A) meet the needs of the target market better than the competition does

B) be lower priced than competitors’ products

C) be of higher quality than competitors’ products

D) be advertised more than competitors’ products

E) have greater distribution than the competition does
48. _____
include(s) advertising, the sales force, public relations, packaging, and any
other signal that the firm provides about itself and its products.

A) Value promotions

B) Brand equity

C) Distribution

D) Market segmentation

E) Marketing communications
49. Which of
the following is included in marketing communications?

A) advertising

B) sales force

C) public relations

D) packaging

E) all of the above
50. Which of
the following is NOT a critical question for developing marketing
communications?

A) Who do we want to communicate with?

B) What effect do we want to have?

C) What message will achieve the desired result?

D) What media should we use?

E) all of the above are critical questions 1.
Why is China very attractive to marketers around the world?
A) because it represents a collective approach to marketing in contrast
to the traditional individualist approach used in the United States and other
western cultures
B) Chinese consumers are very brand loyal
C) they are the heaviest users of the Internet
D) Chinese teens are easier to understand because they are less trendy
than teenagers from other countries
E) because of its massive population, rising income, and emerging
youth market 2.
_____ is the study of individuals, groups, or organizations and the processes
they use to select, secure, use, and dispose of products, services,
experiences, or ideas to satisfy needs and the impacts that these processes
have on the consumer and society.
A) Marketing
B) Consumer behavior
C) Psychographics
D) Demographics
E) Psychology 3.
One primary function of Harriet’s job is to study individuals, groups, or
organizations and the processes they use to select, secure, use, and dispose of
her company’s products and services to satisfy needs and the impacts that these
processes have on the consumer and society. Harriet works in the field of
_____.
A) social psychology
B) cognitive psychology
C) management
D) consumer behavior
E) organizational behavior 4.
Which of the following is NOT true regarding consumer behavior?
A) Organizations are applying theories and information about consumer
behavior on a daily basis.
B) It is often necessary to conduct research.
C) Consumer behavior is a complex, multidimensional process.
D) The overall model of consumer behavior presented in the text is
accurate in predicting consumer behavior.
E) Marketing practices designed to influence consumer behavior
involve ethical issues that affect the firm, the individual, and society. 5.
Which of the following is a key aspect regarding consumer behavior?
A) Organizations are applying theories and information about consumer
behavior on a daily basis.
B) It is often necessary to conduct research.
C) Consumer behavior is a complex, multidimensional process.
D) Marketing practices designed to influence consumer behavior involve
ethical issues that affect the firm, the individual, and society.
E) all of the above 6.
Which of the following is NOT an application of consumer behavior?
A) marketing strategy
B) human resource management
C) regulatory policy
D) informed consumers
E) social marketing 7.
Thomas wants to gain a useable understanding of consumer behavior in order to
help him become a more effective marketing manager. Which application of
consumer behavior does this represent?
A) marketing strategy
B) regulatory policy
C) social marketing
D) informed consumers
E) resource management 8.
_____ is the application of marketing strategies and tactics to alter or create
behaviors that have a positive effect on the targeted individuals or society as
a whole.
A) Social marketing
B) Consumer behavior
C) Regulation
D) Proactive marketing
E) Ethical marketing 9.
Mia is concerned how her marketing activities will affect individual consumers
as well as society at large. Mia is implementing _____.
A) conscientious marketing
B) regulated marketing
C) ethical marketing
D) proactive marketing
E) social marketing 10. Most
economically developed societies are legitimately referred to as _____
societies.
A) marketing
B) proactive
C) consumption
D) competitive
E) enhanced 11. Which of
the following is used by firms to influence consumers?
A) ads
B) packages
C) store environments
D) sales pitches
E) all of the above 12. To survive
in a competitive environment, an organization must provide its target customers
more _____ than is provided to them by its competition.
A) product
B) service
C) value
D) feedback
E) attention 13. The
difference between all the benefits derived from a total product and all the
costs of acquiring those benefits is known as _____.
A) price
B) position
C) consumer behavior
D) customer value
E) equity 14. Laurie
saved for six months to have enough money to buy a new designer outfit to wear
to a special party. She had to travel to a larger city to purchase this
outfit, but it was worth it to her because it made her feel beautiful and
confident. The difference between the benefits Laurie perceived from this
purchase and the cost to her to acquire these benefits describes her _____.
A) consumer behavior
B) customer value
C) motivation
D) equity difference
E) perceptual field 15. It is
critical that a firm consider value from which perspective?
A) the competition’s
B) the firm’s
C) the customer’s
D) the government’s
E) the industry’s 16. How can an
organization provide superior customer value to customers?
A) by conducting market research
B) by offering their products at the lowest price
C) by offering extended warranty coverage on products
D) by doing a better job of anticipating and reacting to customer needs
than the competition does
E) by offering more variations of a product 17. Marketing
strategy begins with _____.
A) market segmentation
B) targeting
C) conducting an outcomes assessment
D) objective setting
E) conducting a market analysis 18. Harold is
tasked with developing the marketing strategy for his family’s business.
What should he do first?
A) segment the market
B) conduct a market analysis
C) decide on which segments to target
D) develop the marketing mix
E) set objectives 19. Marketing
strategy is formulated in terms of the marketing mix; that is, it involves
determining the product, features, price, communications, distribution, and
services that will provide customers with superior value. This entire set
of characteristics is often referred to as the _____.
A) total product
B) customer value
C) offering
D) value proposition
E) total value 20. Disney
World in Orlando, FL has several theme parks, resorts, restaurants, and
stores. Each is intentionally created to offer a memorable event for
visitors. For example, the Wilderness Lodge is a large resort hotel on
the grounds, and everything within it is made to look like log cabins and
pioneer days. Even the casual restaurant has the wait staff dressed in
pioneer costumes, and they put on funny little skits when they are waiting on customers.
Which of the following best describes what Disney is selling?
A) a product
B) a service
C) a bundled product
D) a bundled service
E) an experience 21. _____ are
small, convenient, open-air retailing complexes laid out to evoke the
small-town shopping districts of previous generations.
A) Malls
B) Kiosks
C) Town centers
D) Lifestyle centers
E) Micro-malls 22. Which of
the following is a component of a market analysis?
A) market segmentation
B) objectives
C) conditions
D) price
E) all of the above 23. Darren is
conducting a market analysis for his business, and he has asked your advice on
what he should be analyzing. Which of the following should he consider at
this step of marketing strategy development?
A) the company’s own ability to meet customer needs
B) competitors’ capabilities and strategies
C) consumers’ needs
D) conditions in the market
E) all of the above 24. Jamie is
developing a thorough understanding of his company’s own capabilities, the
capabilities of current and future competitors, the consumption process of
potential customers, and the economic, physical, and technological environment
in which these elements interact. Which step in the marketing strategy
process is Jamie performing?
A) setting objectives
B) segmenting the market
C) conducting a market analysis
D) assessing the outcomes
E) targeting the market 25. Which of
the following aspects is evaluated when determining a firm’s ability to meet
customer needs?
A) financial condition
B) general managerial skills
C) production capabilities
D) technological sophistication
E) all of the above 26. Which of
the following is NOT evaluated when analyzing a company’s own ability to meet
customer needs?
A) competitors
B) financial strengths
C) general managerial skills
D) production capabilities
E) reputation 27. As part of
developing your company’s marketing strategy, you are tasked with analyzing the
new-product capabilities, channel strength, advertising abilities, service
capabilities, marketing research abilities, and market and consumer
knowledge. Which aspect of your company’s capabilities are you assessing?

A) financial strength
B) marketing skills
C) general managerial skills
D) production capabilities
E) reputation 28. A portion
of a larger market whose needs differ somewhat from the larger market is
referred to as a(n) _____.
A) market segment
B) niche
C) subgroup
D) ancillary market
E) secondary market 29. Smaller
women like to purchase fashionable clothes just as much as any women.
However, most clothes are not proportioned for their smaller size and do not
fit well. As a result, several manufacturers offer petite sizes of
clothing for this group of consumers. Women who comprise this group have
needs that differ somewhat from the total market and represent a _____.
A) demographic segment
B) lifestyle segment
C) market potential
D) sub-market
E) market segment 30. Tracking
consumers’ online activity and delivering specific banner ads based on that
activity is known as _____.
A) clickstream
B) blogging
C) spam
D) behavioral targeting
E) electronic targeting 31. Tacoda
Systems tracks consumers’ online activity and delivers specific banners based
on that activity. This tracking and ad delivery system has been installed
on almost 3,000 Web sites, and advertisers pay on a pay-for-performance basis,
which means that advertisers pay Tacoda Systems only when a consumer clicks on
their ad. The tracking of online activity and delivery of ads based on
that activity is called _____.
A) click-throughs
B) behavioral targeting
C) spamming
D) blogging
E) cookie targeting 32. What is
the first step in market segmentation?
A) describe each group
B) group customers with similar needs sets
C) identify product-related need sets
D) select an attractive segment to serve
E) set objectives for segmenting 33. describing
each group
A) selecting an attractive segment(s) to serve
B) identifying product-related need sets
C) grouping customers with similar need sets
D) deciding the segmenting scheme 34. Which of
the following is NOT a step in market segmentation?
A) set budget
B) identify product-related need sets
C) group customers with similar need sets
D) describe each group
E) select an attractive segment(s) to serve 35. Carlos is
attempting to segment the market for his company’s products. Where should
he begin?
A) set objectives
B) identify product-related need sets
C) group customers with similar need sets
D) describe each group
E) selecting an attractive segment(s) to serve 36. Which term
reflects the fact that most products in developed economies satisfy more than
one need?
A) multiplicity
B) duplicity
C) need array
D) need set
E) value proposition 37. Barry is
looking for a car that is dependable yet stylish enough to let others know that
he has achieved a respectable status in his life and career. He also
wants it to be a high-performance automobile. Dependability, status, and
performance represent Barry’s _____.
A) self-image
B) need set
C) alter ego
D) unarticulated needs
E) lifestyle 38. Which of
the following is used to describe a group of consumers with similar needs sets?

A) demographics
B) lifestyles
C) media usage
D) a and b
E) a, b, and c 39. Talbot’s
is a women’s clothing store that offers classic fashions at a slightly premium
price (i.e., a wool skirt typically costs over $100). During the process
of market segmentation, Talbot’s identified a group of consumers who are larger
than average women yet still want stylish clothing. Further research into
this segment revealed that these women tend to be between the ages of 35 and
50, are career-oriented, have a household income over $50,000, and are married
with children under the age of 18 living at home. This group is also
heavy users of magazines and newspapers as well as prime-time television.
Which step of market segmentation does this describe?
A) identifying product-related need sets
B) grouping customer with similar need sets
C) describing each group
D) selecting an attractive segment(s) to serve
E) profiling current customers 40. The
segment(s) within the larger market on which an organization will focus its
marketing effort is referred to as the _____.
A) need set
B) target market
C) customer set
D) strategic market
E) primary market 41. J&J
Produce is a distributor of fresh produce. They conducted a thorough
analysis of its market and identified groups of consumers that had similar
product-related needs. One particular market identified wanted fresh and
unique produce, such as Swiss chard, radicchio, and exotic fruits, and they
were willing to pay higher prices for these choices. J&J Produce
decided to focus its marketing effort on this segment of the total
market. This segment is J&J’s _____.
A) need set
B) primary market
C) customer set
D) target market
E) market focus 42. Which of
the following is used to evaluate the attractiveness of various market
segments?
A) segment size
B) distribution available
C) fit with company image
D) cost to serve
E) all of the above 43. Juan has
segmented the market for boats and is currently analyzing each with respect to
several factors, such as size, growth rate, competitor strength, fit with
company image, distribution available, cost to serve, and risk before deciding
which segment to target. Which step of market segmentation is Juan
conducting?
A) identifying product-related need sets
B) grouping customer with similar need sets
C) describing each group
D) selecting an attractive segment(s) to serve
E) profiling current customers 44. The
product, price, communications, distribution, and services provided to the
target market is referred to as the _____.
A) need set
B) marketing mix
C) marketing set
D) decision set
E) value proposition 45. Which of
the following is part of the marketing mix?
A) product
B) price
C) communications
D) distribution
E) all of the above 46. A(n) _____
is anything a consumer acquires or might acquire to meet a perceived need.
A) satisfier
B) end state
C) product
D) value proposition
E) outcome 47. To be
successful, a product must _____.
A) meet the needs of the target market better than the competition does
B) be lower priced than competitors’ products
C) be of higher quality than competitors’ products
D) be advertised more than competitors’ products
E) have greater distribution than the competition does 48. _____
include(s) advertising, the sales force, public relations, packaging, and any
other signal that the firm provides about itself and its products.
A) Value promotions
B) Brand equity
C) Distribution
D) Market segmentation
E) Marketing communications 49. Which of
the following is included in marketing communications?
A) advertising
B) sales force
C) public relations
D) packaging
E) all of the above 50. Which of
the following is NOT a critical question for developing marketing
communications?
A) Who do we want to communicate with?
B) What effect do we want to have?
C) What message will achieve the desired result?
D) What media should we use?
E) all of the above are critical questions

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