Deck 12: Marketing and Consumer Behavior

Question 1

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
E) discounting a need

Answer 1

A

Question 2

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.
E) The Ad Council runs a campaign to prevent drunk driving.

Answer 2

B

Question 3

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
E) by persuading consumers that they want things that they really don't need

Answer 3

C

Question 4

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
E) responding to the "hard sell" tactics companies were using to push products they didn't want

Question 5

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
E) to determine whether products meet current safety standards

Question 6

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
E) sales concept era

Question 7

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
E) raw materials and labor flow into the production of goods with lowest demand

Question 8

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
E) from the late-1990s to the present

Question 9

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
E) focus on producing the right product for a customer

Question 10

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
E) supply exceeds demand

Question 11

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) coupons
D) customer service
E) suggestions for future purchases

Question 12

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 at the beginning of the winter season.
E) A manufacturer purchases raw materials from a supplier to create products.

Question 13

Which of the following is NOT a criticism of marketing?

A) catering to an exclusively upscale clientele
B) hidden fees
C) misuse of personal information
D) the promotion of unsafe products
E) marketing directed at children

Question 14

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
E) focusing on products with the highest profit

Question 15

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
E) convince customers to purchase products that don't really appeal to them

Question 16

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 e-mail 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
E) suggesting future purchases based on prior purchases or browsing interests

Question 17

Marketing has evolved over which general eras?

A) innovation, production, sales concept, customer relationship
B) production concept, production, sales concept, marketing concept
C) production concept, sales concept, marketing concept, societal marketing, customer relationship
D) innovation, production concept, sales concept, marketing concept, satisfaction
E) production concept, value chain concept, purchasing concept, niche concept, customer relationship

Question 18

CRM stands for ________.

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

Question 19

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
E) keep an eye on what people need and want

Question 20

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
E) the interesting features of a particular brand's product

Question 21

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
E) the social and cultural environment

Question 22

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
E) changes in the economic growth rate

Question 23

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

A) interviews
B) controlled experiments
C) accounting records
D) sampling
E) customer feedback

Question 24

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
E) keeping up with changing social trends

Question 25

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
E) secondary data

Question 26

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
E) public relations

Question 27

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
E) market need identification

Question 28

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
E) create its marketing objective

Question 29

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
E) situational, unattainable, and internal

Question 30

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
E) suggest future purchases based on prior purchases or browsing interests

Question 31

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
E) creating a Facebook page

Question 32

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

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

Question 33

The middlemen in a distribution channel are sometimes called ________.

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

Question 34

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
E) nurture good customer relationships

Question 35

The final step in the marketing process is ________.

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

Question 36

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
E) tertiary source of data

Question 37

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
E) demographic group

Question 38

A marketing strategy consists of the following elements: ________.

A) the target market, the marketing mix, and the product placement only
B) the target market and the product placement only
C) the target market and the marketing mix only
D) the marketing mix, the product placement, and the potential customer base only
E) the product placement, the price, the promotion, and the place only

Question 39

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
E) nurture good customer relationships

Question 40

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
E) external offsets

Question 41

During the marketing concept era,demand for goods and services expanded more quickly than production.

Question 42

During the sales concept era,technological advances meant that production increased more sharply than demand for goods and services.

Question 43

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

Question 44

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

Question 45

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 46

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

Question 47

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
E) involvement of many wholesalers

Question 48

The two basic elements of a marketing strategy are the market research and the marketing mix.

Question 49

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
E) environmental scanning

Question 50

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

Question 51

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

Question 52

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 53

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

Question 54

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
E) the status implications of a product

Question 55

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

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

Question 56

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 57

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

Question 58

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 59

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 60

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
E) psychographic segmentation

Question 61

The marketing process is different for B2B markets than it is for consumer markets.

Question 62

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

Question 63

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

Question 64

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

Question 65

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 66

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 67

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

Question 68

Ethnicity is an example of geographic market segmentation.

Question 69

In B2B markets,products typically go through many wholesalers before a product arrives at the end user.

Question 70

There are many more consumer markets than business-to-business (B2B)markets.

Question 71

In business-to-business (B2B)market purchases,purchasing agents often weigh the benefits and the costs in a more systematic fashion than buyers in consumer markets; therefore,sellers don't have to pitch their products at as sophisticated a level as is used in competitive consumer markets.

Question 72

A rising inflation rate increases the purchasing power of money.

Question 73

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

Question 74

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

Question 75

Marketing research may suggest better ways and opportunities to provide services to customers.

Question 76

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 77

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

Question 78

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

Question 79

From the mid-1920s through the early 1950s,marketing generally took place after the product was developed and produced.What era is this in marketing history? Discuss the role of marketing during this time.

Question 80

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.