Deck 12: Understanding the Customer

Question 1

During and right after the Industrial Revolution,firms focused on mass production and assembly lines,and placed a strong emphasis on lower costs.During this period manufacturers had which of the following orientations?

A) manufacturing focus
B) exchange mission
C) customer orientation
D) production orientation

Answer 1

D

Question 2

Which of the following is a specific group of consumers toward which a firm directs its marketing efforts?

A) a package market
B) a population sample
C) a target market
D) a demand group

Answer 2

C

Question 3

"With our excellent equipment,we can produce the cheapest products on the market." This is more than likely a statement from a company with which of the following orientations?

A) a sales focus
B) a production orientation
C) a customer orientation
D) a marketing emphasis

Answer 3

B

Question 4

According to which of the following should a firm first identify consumer needs and then produce the goods and services that will satisfy them?

A) the total exchange concept
B) the market mission statement
C) the marketing concept
D) the sales concept

Question 5

Which of the following BEST describes a company with a production orientation?

A) It concentrates on customized manufacturing.
B) It focuses internally on maximizing the efficiency of operations.
C) It is determined to be socially responsible.
D) It has customer satisfaction as its primary goal.

Question 6

A firm with the ability to provide a unique product or service that offers something of value to buyers besides simply a lower price has which of the following advantages?

A) a relationship building advantage
B) a niche advantage
C) a differential competitive advantage
D) a comparative advantage

Question 7

Which of the following BEST describes the marketing concept?

A) It is primarily concerned with what the competition is doing.
B) It satisfies customer wants and needs legally and responsibly.
C) It only affects an organization's marketing department.
D) It is concerned with the achievement of short-term goals.

Question 8

Which of the following is the belief that the firm should dedicate all of its planning,policies,operations,and efforts to the satisfaction of the customer?

A) marketing concept
B) exchange relationship
C) market mission statement
D) market approach

Question 9

Which of the following is a strategy that focuses on forging long-term partnerships with customers?

A) exchange targeting
B) relationship marketing
C) niche marketing
D) transactional marketing

Question 10

What is the goal of the marketing concept?

A) It focuses on profit maximization .
B) It achieves short-term organizational goals.
C) It satisfies customer wants and needs legally and responsibly.
D) It integrates all of the company's activities to achieve maximization.

Question 11

Which of the following is the process in which a firm continuously collects and evaluates information about its external environment?

A) external monitoring
B) marketing research
C) secondary data collection
D) environmental scanning

Question 12

Aldi is a no-frills grocery chain.By controlling expenses,Aldi customers can expect to save 30 to 50 percent compared to Safeway customers.The chain targets bargain hunters who are willing to rent a cart and bag their own groceries.Aldi's competitive advantage is based on which of the following?

A) promotion
B) its competition
C) low costs
D) stakeholders

Question 13

In general,when a business is engaged in environmental scanning,which of the following forces does it look at?

A) suppliers
B) employees
C) organizational culture
D) political and legal forces

Question 14

Which of the following is the ratio of benefits to the sacrifice necessary to obtain those benefits?

A) relationship marketing
B) customer value
C) customer satisfaction
D) cognitive dissonance

Question 15

Topik is a product that is sprayed on thinning hair and makes to hair appear thicker.The manufacturer considers its potential market to be blue-collar workers who earn less than $30,000 per year,are divorced,and who like to think of themselves as weekend athletes.The manufacturer of Topik considers this group to be which of the following?

A) a population sample
B) a demand group
C) utility market
D) a target market

Question 16

Which of the following BEST describes customer satisfaction?

A) It refers to the customer's feeling that a product has met or exceeded expectations.
B) It is most likely to be achieved by companies that have a production orientation.
C) It is the same as customer value.
D) It can occur even if the product does not meet customer expectations.

Question 17

Which of the following BEST describes customer satisfaction?

A) It is important only to companies that have a differential competitive advantage.
B) It is the same as customer value.
C) It determines what kind of marketing strategy will be used.
D) It refers to the customer's feeling that a product has met or exceeded expectations.

Question 18

The CBC is experiencing poorer ratings during the new fall season than anticipated because of the decreasing number of younger people.Many experts in the entertainment industry believe that the audience for programming on the CBC network is people over the age of 55 in spite of claims by executives that its programming is designed to reach a younger,less conservative audience.Which of the following statements correctly describes this situation?

A) CBC does not have a target market.
B) The target market for CBC is people over the age of 55.
C) CBC does not need a target market because other television networks succeed without one.
D) CBC is efficiently reaching its self-defined target market

Question 19

Every time Evangeline Kryl buys a Subway sandwich,she gets a stamp on a card that she carries in her wallet.When the card is full,she gets a free sandwich.This sort of program is an example of which of the following strategies?

A) convenience selling
B) transactional marketing
C) relationship marketing
D) exchange targeting

Question 20

Which of the following is the process of planning and executing the conception,pricing,promotion,and distribution of ideas,goods,and services to create exchanges that satisfy individual and organizational objectives?

A) sales
B) production
C) marketing
D) exchange

Question 21

Shenshen Zhongxing Telecom (ZTE)is a Chinese company that is the only telecommunications company in China producing and marketing a specific inexpensive camera phone to sell to middle-class Chinese living in urban areas.Because ZTE targets a single segment within a limited geographical area,it can be said to have which of the following advantages?

A) a relationship-building advantage
B) a comparative advantage
C) a differential competitive advantage
D) a niche competitive advantage

Question 22

There are numerous office supplies manufacturers.Company X concentrates on selling filing products and desktop products such as staplers and pen sets.Because Company X brand is recognized as an innovative leader in the development of filing products and desktop items,the company can be said to have which of the following advantages?

A) comparative advantage
B) differential competitive advantage
C) promotional emphasis
D) economies-of-scale-based strategy

Question 23

Aldi is a no-frills grocery chain.By controlling expenses,Aldi customers can expect to save 30 to 50 percent compared to customers of a full service grocery store.The supermarket chain's emphasis on maintaining its cost competitive advantage means the company's top management is often concentrating on which of the following strategies?

A) pricing
B) promotion
C) possession
D) place

Question 24

Which of the following type of marketing is the application of marketing to social issues and causes?

A) promotional marketing
B) not-for-profit marketing
C) social marketing
D) support marketing

Question 25

Which of the following is an example of a social factor that influences the consumer decision-making process?

A) values
B) family
C) attitude
D) self-concept

Question 26

Personal selling,advertising,public relations,and sales promotions are decisions made when planning which of the following strategies?

A) place
B) promotion
C) pricing
D) possession

Question 27

Which of the following is the action that people take in buying and using goods and services?

A) delegation strategy
B) consumer responsibility
C) target marketing
D) buyer behaviour

Question 28

Aldon Lenski is opening a business to sell flowering bulbs over the Internet.As he decides what to charge for a package of ten bulbs,Lenski will calculate his fixed and variable costs.At this point,Lenski will be developing which of the following strategies?

A) possession
B) pricing
C) place
D) promotion

Question 29

Which of the following concepts is based on the four Ps?

A) production mix
B) target market
C) advertising mix
D) marketing mix

Question 30

Which of the following is an example of social marketing?

A) promotion for a beach party at a local bar
B) a campaign against the use of illegal drugs
C) advertisement for a new health food
D) an advertisement for e-Harmony

Question 31

A manufacturer will deal with wholesalers and retailers when planning which of the following strategies?

A) pricing
B) product
C) promotion
D) place (distribution)

Question 32

Lee Robi has developed a dog shampoo that promotes softer fur and reduces shedding.Robi has mailed promotional flyers on the shampoo to all the school districts in the nation.He has also run ads in several different women's magazine.Which of the following strategies is described by Robi's actions?

A) customer value strategy
B) the marketing mix
C) production strategy
D) promotional strategy

Question 33

Which of the following is the set of values,ideas,attitudes,and symbols created to shape human behaviour?

A) stimulus reaction
B) culture
C) a market trigger
D) consumer expectation

Question 34

Lee Robi has developed a dog shampoo that promotes softer fur and reduces shedding.He knows that there is a great demand for such a product,but he is puzzled as to how to distribute the product.Which of the four Ps is Robi concerned about?

A) place
B) promotion
C) possession
D) production

Question 35

When the producers of Ocean Spray cranberry products decided to make Craisins (a dried cranberry snack food)available in convenience stores,supermarkets,and vending machines,the company was involved with determining which of the following strategies?

A) promotion
B) place
C) pricing
D) product

Question 36

When Kellogg's designed a new package for its Special K Plus cereal,it decided to make it look like a milk carton to emphasize the product's calcium content.This type of decision was made as part of which of the following strategy?

A) place
B) promotion
C) pricing
D) product

Question 37

Lee Robi has developed a dog shampoo that promotes softer fur and reduces shedding.As Robi selects a name for his new product,designs its packaging,and creates a label,he is involved in developing which of the following strategies?

A) place
B) promotion
C) production
D) product

Question 38

A short story describing how reluctant British citizens are to play party games that might result in them looking foolish is an example of how which of the following factors shapes human behaviour?

A) geographic segmentation
B) consumer expectation
C) stimulus reaction
D) culture

Question 39

Aaron O'Hara bought a new pair of head phones because all of the "other guys" were buying them.O'Hara was influenced by which of the following factors?

A) social
B) pyschographic
C) individual
D) demographic

Question 40

The blend of the marketer's tools is called the four Ps.Which of the following groups represent the four Ps?

A) product,price,place,possession
B) price,presentation,place,product
C) product,price,place,possession
D) product,price,promotion,place

Question 41

Which of the following type of market segmentation strategy was Kimberly-Clark,the manufacturer of Huggies diapers,using when it introduced Poise and Depend brands for adults?

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

Question 42

Which of the following is an example of an individual factor that influences the consumer decision-making process?

A) personality
B) neighbourhood
C) opinion leaders
D) family

Question 43

Topik is a product that is sprayed on thinning hair to make the hair appear thicker.The manufacturer has identified its potential market as blue-collar workers who earn less than $30,000 per year,are divorced,and who like to think of themselves as weekend athletes.Which segmentation variables are being used to identify the Topik target market?

A) benefit and geographic
B) psychographic and volume
C) demographic and psychographic
D) demographic,geographic,and psychographic

Question 44

Beth and Ruth Metzger buy and use Tide detergent,Crest toothpaste,and generic aspirin because that is what their parents did.They also always use a grocery list when shopping at the supermarket and refuse to allow their children to sell fundraising merchandise in their neighbourhoods,just as their parents did.The behaviour of the Metzger sisters is a result of which of the following factors?

A) the individualization process
B) acculturation
C) the socialization process
D) generic reference groups

Question 45

Which one of the following is a commonly used method for segmenting markets?

A) the benefit method
B) the physiological method
C) the product method
D) the consumer method

Question 46

For the Mazda purchasing agent who buys materials needed to build the Mazda 6,the purchase of Mazda 6 windshields from a new supplier would require which of the following?

A) conventional buying behaviour
B) extensive decision making
C) limited decision making
D) routine response behaviour

Question 47

When compared to the consumer market,the business-to-business market is BEST described by which of the following?

A) It uses more direct channels of distribution.
B) It is lower in volume.
C) It bases buying decision more on emotions than rational thought.
D) It is more geographically dispersed.

Question 48

A marketer who took the city and the climate into consideration as marketing variables was concerned about which type of segmentation?

A) geographic
B) demographic
C) benefit
D) volume

Question 49

Volkswagen has been successful in targeting 35- to 55-year-old consumers with its technology-laden New Beetle.Which of the following type of market segmentation identifies this market?

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

Question 50

Which of the following is an example of an individual factor that influences someone's decision to buy a Dalmatian puppy?

A) the fact their favourite movie is "101 Dalmatians"
B) the person's culture
C) the person's personality
D) a mother's opinion

Question 51

What is a basic form of market segmentation that uses variables such as age,education,and income?

A) benefit segmentation
B) demographic segmentation
C) population segmentation
D) psychographic segmentation

Question 52

When compared to the business market,the consumer market is BEST described by which of the following?

A) It is more geographically dispersed.
B) It bases buying decisions more on rational thinking than on emotions.
C) It has fewer customers.
D) It uses more direct channels of distribution.

Question 53

Which of the following is the division of markets into different groups?

A) product segmentation
B) tactical marketing
C) market segmentation
D) market layering

Question 54

Demography is the study of which of the following?

A) individual's ages
B) climate
C) individual's interests
D) household location

Question 55

Which of the following is the process of separating,identifying,and evaluating the layers of a market to design a marketing mix?

A) a marketing strategy
B) a marketing division
C) market segmentation
D) market layering

Question 56

For a newly married man who has acquired three young children with his new bride,the selection of a vacation site would more than likely require which of the following behaviours because he has never had children before?

A) limited product stimulation
B) extensive decision making
C) limited decision making
D) conventional buying behaviour

Question 57

Selling more rainwear in Vancouver than in Edmonton due to the annual rainfall is an example of which type of marketing segmentation?

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

Question 58

Which of the following is most likely an example of a consumer using routine response behaviour?

A) Bennett's reordering of office supplies
B) Leiah's subscription renewals
C) Bailey's usual purchase of a Coke for breakfast
D) Ally's purchase of a new dress for her senior prom

Question 59

Rikki Eckstein believes that it is wrong to eat pork or touch a pig carcass.His belief is so strong that he will not eat in a restaurant that serves pork.This is an example of which of the following influences on consumer buying decisions?

A) physiological
B) cultural
C) individual
D) psychological

Question 60

Revlon is in financial trouble; its total debt is 150 percent greater than its total assets.To increase sales,the cosmetics manufacturer hired actress Halle Berry to be its spokesperson.The company hopes Berry will act as which of the following influences on consumers?

A) an opinion leader
B) a service provider
C) an innovator
D) a target recipient

Question 61

Leigh Orren sat outside a service station every day for three weeks watching how people approach the gas pumps,pump gas,pay for their gas,and how long they stayed.Orren was engaged in which of the following?

A) observation research
B) experimental research
C) survey research
D) secondary research

Question 62

In selling telephone service,Rogers tries to gather as much information as possible about the consumer's income,buying habits,service preferences,and occupation.Rogers is using which type of decision-making information?

A) mass customization
B) psychographic data
C) marketing research
D) niche marketing

Question 63

Which of the following is the first step in the marketing research process?

A) Choose a research method.
B) Select the people who will do the research.
C) Make sure the research has adequate financial backing.
D) Define the marketing problem.

Question 64

If an investigator subtracted two ounces of a cleaning concentrate from its easily recognized container and then observed how this change affected sales of the cleaner,the investigator would be engaged in which of the following?

A) survey research
B) secondary research
C) experimental research
D) observation research

Question 65

Which of the following marketing research techniques is being used when a company representative interviews mothers to discover their attitudes toward washing clothes?

A) experimental
B) observational
C) secondary
D) survey

Question 66

Often marketers who issue coupons will do which of the following to see if consumers will respond more favourably to half-off coupons or two-for-the-price-of-one coupons?

A) survey research
B) experimental research
C) observation research
D) secondary research

Question 67

People with common activities,interests,and opinions are grouped together into a given lifestyle.A company that segments its market according to these different lifestyles is using which type of segmentation?

A) psychographic
B) psychological
C) demographic
D) benefit

Question 68

Fitness and Shape magazines are aimed at people who believe their body is a temple and want to read magazines that help them stay in top-notch physical condition.These magazines use which of the following type of segmentation?

A) geographic
B) demographic
C) volume
D) benefit

Question 69

The categories of heavy,moderate,and light users have to do with which type of segmentation?

A) psychographic
B) benefit
C) demographic
D) volume=

Question 70

Which of the following is research that monitors respondents' actions without direct interaction?

A) survey research
B) secondary research
C) experimental research
D) observation research

Question 71

The 7-member Beauchamp family recently purchased a mini-van because the ads for a GM Horizon showed that it could haul 8 or more people and still have room for books,bags,and sports equipment.GM Horizon was using which of the following forms of segmentation in its advertising?

A) volume
B) psychographic
C) benefit
D) geographic

Question 72

Which of the following is the collection,recording,and analysis of data important in marketing and communicating that information to management?

A) marketing research
B) marketing customization
C) data collection
D) marketing information

Question 73

Understanding that 22 percent of the population buys 84 percent of cereal products would be useful if cereal manufacturers wanted to segment their market according to which type of segmentation?

A) psychological
B) volume
C) benefit
D) demographic

Question 74

Placing an employee in a self-service parking lot for eight hours to get the actual count of how many people leave without paying would be an example of gathering which of the following?

A) demographic data
B) secondary data
C) psychographic data
D) primary data

Question 75

Primary data could come from which of the following sources?

A) an estimation of sales quotas from census material
B) an examination of the competition's annual report
C) interviews with shoppers in a supermarket
D) gathering data from trade associations

Question 76

In which of the following does an interviewer interact with respondents,either in person or by mail,to obtain facts,opinions,and attitudes?

A) secondary research
B) survey research
C) observation research
D) experimental research

Question 77

Which of the following are examples of secondary data?

A) interviews with shoppers
B) internal company records
C) observations of behaviour
D) conducting surveys

Question 78

Which of the following is the last stage in the marketing research process?

A) Store the data for later use.
B) Thank those people who participated in the data gathering.
C) Analyze the data.
D) Make recommendations to management.

Question 79

An ad for Virgin Airlines shows a traveller sleeping comfortably in the airline's new seats.This ad is using which of the following type of segmentation?

A) benefit
B) psychological
C) demographic
D) geographic

Question 80

Which type of segmentation is based on what the product will do rather than on consumer characteristics?

A) demographic
B) benefit
C) volume
D) psychographic