Practice Exam 2: Chapters 6, 8-13

In the area of self-concept theory, the real self is:
a. the objective view of the total person.
b. the individual’s personal set of objectives to which he or she aspires.
c. the self which has achieved self-actualization.
d. the way the individual thinks other people see him or her.
a. the objective view of the total person.
A group of people chosen from a defined population to be survey respondents or research participants is called a:
a. sample
b. segment
c. population
d. community
a. sample
A firm that divides its customers into homogeneous groups based on their locations is said to be practicing _____ segmentation.
a. product-based
b. geographic
c. demographic
d. psychograpic
b. geographic
Which of the following is most likely to be a logical starting point in identifying the marketing problem?
a. Evaluating the firm’s target market and marketing mix elements.
b. Ascertaining the budget and logistical limits that the problem warrants.
c. Simulating a market research based on formulated hypotheses.
d. Determining the computational scope of the problem.
a. Evaluating the firm’s target market and marketing mix elements.
With reference to the five characteristics of a product innovation, a product innovation is said to have a greater _____, if it is superior to previous ideas reflected in terms of lower price, physical improvements, or ease of use.
a. observability
b. relative advantage
c. associability
d. compatibility
b. relative advantage
Which of the following U.S. laws makes it illegal to bribe a foreign official in an attempt to solicit new or repeat sales abroad?
a. The Securities Exchange Act
b. The Export Trading Company Act
c. The North American Free Trade Agreement
d. The Foreign Corrupt Practices Act
d. The Foreign Corrupt Practices Act
Kate believes the reason the sales of one of her company’s products has fallen is due to a price increase. She cites sales from the previous year to the same customers as evidence of declining sales. Kate is:
a. identifying a symptom.
b. developing a research design.
c. conducting exploratory research.
d. formulating a hypothesis.
d. formulating a hypothesis.
A(n) _____ is a probability sample in which every individual in the relevant universe has an equal opportunity of being selected.
a. accidental sample
b. quota sample
c. simple random sample
d. convenience sample
c. simple random sample
Levi’s advertising campaign, “Go Forth,” uses a poem “The Laughing Heart,” written by the late Charles Bukowski. This commercial is used worldwide and it runs in 19 languages including French, German, Japanese, and Spanish. According to the information given in this case, which of the following marketing strategies is being used by Levi’s?
a. Multidomestic marketing strategy
b. Vertically integrated marketing strategy
c. Global marketing strategy
d. Societal marketing strategy
c. Global marketing strategy
Procter & Gamble has over 50 leadership brands and produces many products which are sold worldwide. Which of the following is most likely to be true in the event of the company adding a new and different product in its household care category?
a. It would increase P&G’s product mix consistency.
b. It would decrease P&G’s product mix width.
c. It would decrease P&G’s product mix depth.
d. It would increase P&G’s product mix length.
d. It would increase P&G’s product mix length.
Cynthia and William enter Franklin’s Electronics to buy a television set. They had previously planned to replace their 10-year-old color set with a new model of the same brand but are surprised by the array of brands the store offers, each having a special feature. They decide to take their time and look at every type of TV Franklin’s has to offer. Cynthia and William are exhibiting _____ response behavior.
a. limited
b. extended
c. routinized
d. variety seeking
a. limited
The marketing efforts at the first level of the relationship marketing continuum:
a. rely on pricing and other financial incentives to motivate consumers to buy products.
b. focus on effective communication and customer service for the products.
c. focus on creating long-term buyer relationships.
d. treat the buyers as true business partners while marketing products.
a. rely on pricing and other financial incentives to motivate consumers to buy products.
In the context of the consumer diffusion process, “_____” constitute the final group of consumers that make trial purchases of a new product.
a. late majority
b. laggards
c. innovators
d. early purchasers
b. laggards
The tagline used by Blue Jet cleaners, “Pay for Performance”. is an example of a positioning strategy that is based on _____.
a. competitors
b. product users
c. product homogeneity
d. price/quality
d. price/quality
The cohort effect describes:
a. why members of the same psychographic group decide to vote the same way and have a lot of similarities in their choices.
b. the tendency of members of a generation to be influenced and bound together by events occurring during their key formative years.
c. how Generation X uses its financial power to influence product trends, and gets closely followed by the marketers.
d. the effect of demographic characteristics in analyzing purchase habits, product usage rates, and brand preference.
b. the tendency of members of a generation to be influenced and bound together by events occurring during their key formative years.
“The Millennial Generation” is also known as _____.
a. the Baby Boomers generation
b. Generation X
c. Generation Next
d. the Tweens generation
c. Generation Next
A consumer goods company segments its markets on the basis of purchase patterns of their customers. The company groups its consumers who regularly buy their product into heavy, moderate, and light users, and nonusers. This segmentation approach is an example of _____.
a. geographic segmentation
b. segmentation by benefits sought
c. distributive segmentation
d. segmentation by usage rates
d. segmentation by usage rates
The information collected for the first time specifically for a marketing research study is called _____ data.
a. processed
b. secondary
c. primary
d. qualitative
c. primary
A characteristic of a good brand name is that it should:
a. be easy to recognize and remember.
b. be difficult to pronounce.
c. always be an acronym.
d. avoid giving buyers the correct connotation of the product’s image.
a. be easy to recognize and remember.
A company has introduced a new product in the market. The company distributes free samples of this product to people so that they can try it. This product is at the _____ stage of brand loyalty.
a. brand association
b. brand insistence
c. brand preference
d. brand recognition
d. brand recognition
Which of the following terms refers to the process of collecting and using information for marketing decision making?
a. Marketing sampling
b. Market capitalization
c. Market engineering
d. Marketing research
d. Marketing research
The process of discussing a marketing problem with informed sources both within and outside the firm and examining information from secondary sources is known as _____.
a. interpretative research
b. informal investigation
c. exploratory research
d. situation analysis
c. exploratory research
During which stage in a product lifecycle does the public become acquainted with the item’s merits and begins to accept it?
a. Decline stage
b. Growth stage
c. Introductory stage
d. Maturity stage
c. Introductory stage
The first step in the new-product development process is:
a. business analysis.
b. development.
c. idea generation.
d. screening.
c. idea generation.
One of the motives that prompt firms to enter into partnerships is:
a. raising barriers to entry.
b. avoiding vertical and horizontal integration.
c. creating longer distribution channels.
d. promoting the use of technology to facilitate customer orientation.
a. raising barriers to entry.
Which of the following factors makes United States an attractive target for foreign markets?
a. High levels of discretionary income
b. Better profits due to reduced labor costs
c. Restrictions on international direct investment
d. High excise duties and revenue tariffs
a. High levels of discretionary income
Which of the following is true of specialty products?
a. Purchasers are usually bargain hunters who are not willing to pay much.
b. Purchasers begin shopping with complete information of the desired product.
c. Purchasers tend to exert minimal effort to obtain the desired product.
d. Purchasers generally accept substitutes if the desired product is unavailable.
b. Purchasers begin shopping with complete information of the desired product.
Which of the following firms is ranked as the world’s largest marketer in terms of annual sales?
a. General Electric
b. Microsoft
c. ExxonMobil
d. Royal Dutch Shell
d. Royal Dutch Shell
Which of the following would fall under the category of personal determinants of consumer behavior?
a. The reference groups that the individual looks up for guidance
b. The culture in which a person is raised
c. The needs and motives of the individual
d. The subculture to which one belongs
c. The needs and motives of the individual
Which of the following is true of relationship marketing?
a. It focuses on short-term, one-time exchanges with limited communications.
b. It views customers as equal partners in buyer-seller transactions.
c. Its only goal is “sell something—now”.
d. It involves little or no ongoing relationship between the buyers and sellers.
b. It views customers as equal partners in buyer-seller transactions.
Psychographic segmentation divides a population into groups based on:
a. their attitudes, values and lifestyles.
b. their use of the product.
c. their geographic location.
d. their income and expenditure patterns.
a. their attitudes, values and lifestyles.
Convenience products that customers constantly replenish to maintain a ready inventory are categorized as:
a. shopping products.
b. staples.
c. emergency goods.
d. impulse goods.
Hide Feedback
b. staples.
Which of the following products is most likely to have a long distribution channel?
a. Jet engine
b. Office stationery
c. Farm produce
d. Oil rig
b. Office stationery
McBurgers plans to introduce a new line of fish sandwiches to fifteen stores in eastern United States for a six-month period. If the product and promotional efforts behind it are successful, the company may launch them nationwide. What type of research is being conducted to determine potential success?
a. Exploratory research
b. Trend analysis
c. Stratified sampling
d. Test marketing
d. Test marketing
The purchase decisions for high-involvement products differ from those of low-involvement products as high-involvement purchase decisions:
a. pose little risk to the consumer.
b. pose greater economic and social consequences.
c. require less time and less research on information.
d. require limited problem solving and limited efforts for external searches.
b. pose greater economic and social consequences.
_____ is the most frequently spoken language in the world.
a. Mandarin
b. Spanish
c. Hindi
d. English
a. Mandarin
The lumber that a carpenter purchases to make a table for a customer can be classified as a(n):
a. impulse product.
b. final product.
c. consumer good.
d. business product.
d. business product.
Motels and luxury hotels cater to the same want satisfaction-a place to stay. However, their respective guests have considerably different expectations of service. Which of the following characteristics of services best represents these different expectations in service?
a. Companies cannot easily standardize services.
b. Service standards show wide variations.
c. Services are perishable.
d. Services are intangible.
b. Service standards show wide variations.
In the context of the relationship marketing continuum, the primary bond created by a second-level relationship marketing program is usually _____ in nature.
a. structural
b. financial
c. notional
d. social
d. social
When Tom decided to buy a washing machine, he had very little knowledge of competing products in the market. He searched on the net, talked to his friends, and compared features of different models. Finally, he decided to buy an LG top load, semi-automatic washing machine. This is an example of buying a(n) _____.
a. staple
b. shopping product
c. specialty product
d. convenience product
b. shopping product
When a consumer begins to feel dissatisfied with a product or service recently purchased, the anxiety they feel is called:
a. cognitive dissonance.
b. functional fixedness.
c. mental set.
d. product revaluation.
a. cognitive dissonance.
Which of the following products would generally be considered as a staple?
a. Laptop
b. Lawn mower
c. Dishwashing liquid
d. Luxury perfume
c. Dishwashing liquid
Autonomic role in decision making differs from syncratic role as autonomic role:
a. occurs when the partners independently make equal number of purchase decisions.
b. occurs when the wife is allowed to make certain purchase decisions independently.
c. occurs when both the partners jointly make purchase decisions.
d. occurs when the husband makes most of the purchase decisions.
a. occurs when the partners independently make equal number of purchase decisions.
Palmer Inc. recently changed its promotional strategies for marketing the products. The marketing team at Palmer has been asked to evaluate the target market and the marketing mix elements to find ways to improve the effectiveness of the marketing strategies. Since the firm already knows the purpose of its research, the next step in the marketing research process is to:
a. create research design.
b. formulate a hypothesis.
c. conduct exploratory research.
d. collect data.
c. conduct exploratory research.
A frequent flyer program used by an airline is an example of _____.
a. brand loyalty segmentation
b. psychographic segmentation
c. segmentation by benefits sought
d. socioeconomic segmentation
a. brand loyalty segmentation
The fluctuation in exchange rates results in:
a. a country employing additional tariffs and quotas on imports to manage fluctuations.
b. the possibility of an economy reaching short-run equilibrium at levels below or above full employment.
c. a nation’s currency becoming more or less valuable compared with those of other nations.
d. a relatively rapid economic growth and periods of relative stagnation or decline.
Hide Feedback
c. a nation’s currency becoming more or less valuable compared with those of other nations.
Which of the following changes is seen as a result of a rise in households with only one person?
a. Decrease in the marketing of vacations
b. Increase in apartment building developments
c. Decrease in the average size of new cars
d. Increase in single-serve food products
d. Increase in single-serve food products
A product is said to have achieved brand preference when:
a. the product has attained monopoly position with its customers.
b. the consumer sees or recognizes the product and chooses it over its competitors.
c. the product becomes familiar to the consumer.
d. the marketers start selling the product at a discount.
b. the consumer sees or recognizes the product and chooses it over its competitors.
The term “product positioning” refers to:
a. consumers’ perceptions of a product’s attributes, uses, quality, as well as advantages and disadvantages relative to competing brands.
b. the process of developing a trade dress for a new product.
c. a low cost market entry strategy in which two or more firms represent one another’s complementary yet non-competing products in the markets.
d. the process of developing entirely new products for new markets.
a. consumers’ perceptions of a product’s attributes, uses, quality, as well as advantages and disadvantages relative to competing brands.
The relationship marketing programs at the third level of the relationship marketing continuum usually aim to create:
a. social interaction.
b. financial interaction.
c. interdependent partnership.
d. viral advertising.
c. interdependent partnership.