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Marketing Exam 2

front 1

When making important purchases consumers consult friends/family. This is external info search

True

False

back 1

True

front 2

The greater the discrepancy between consumer's ____, the greater the consumer's need recognition

1. Needy state and desired state

2. Search for alternatives and alternatives found

3. External and internal information search

4. Financial risk and performance risk

back 2

1. Needy state and desired state

front 3

Key to marketing that appeals to the firm's target market is to meet the correct balance of ____

1. Postpurchase and prepurchase

2. functional and psychological

3. functional and social

4. safety and situational

back 3

2. functional and psychological

front 4

The floor rusted through on Kelly's old car. The next step in consumer decision process is

1. evaluate alternatives

2. identify her need.

3. assess her satisfaction with the car she purchased.

4. Search for information about cars

back 4

4. Search for information about cars

front 5

Which of the following is not an element of the factors affecting consumers' search processes?

1. perceived risk

2. actual risk

3. functional versus psychological need

4. locus of control

back 5

3. functional versus psychological need

front 6

Marketers particularly want their brands and products to be in consumers' ____ sets.

1. behavioral

2. retrieval

3. deterministic

4. evoked

back 6

4. evoked

front 7

Post purchase cognitive dissonance is especially likely for products that are

1. personally valuable, antique, or foreign-made.

2. cheap, poorly made, and made of plastic.

3. simple, easily copied, and new

4. expensive, rarely purchased, and tied to high levels of risk

back 7

4. expensive, rarely purchased, and tied to high levels of risk

front 8

Maslow's Hierarchy: physiological (lowest) to self actualization (highest). What is in between?

1. community, family, and self.

2. health, wealth, and happiness.

3. material goods, safety, and love.

4. safety, love, and esteem.

back 8

4. safety, love and esteem

front 9

Hollywood stars were among the first to buy electric and hybrid vehicles, these stars became __

1. reference groups

2. internal loci of control

3. evoked images

4. cultural icons

back 9

1. reference groups

front 10

The consumer's level of involvement can lead to two types of buying decisions: ____ and ____

1. culturally influenced; autonomous

2. habitual; extended

3. extended problem solving; limited problem solving

4. physiological/safety; esteem/self-actualization

back 10

3. extended problem solving; limited problem solving

front 11

11. Automobile manufacturers design for very tall, likely segment is not substantial.

1. True

2. False

back 11

1. True

front 12

The first step in the STP process is to

1. study strengths and weaknesses of past marketing strategies

2. define the firm's vision or marketing strategy objectives

3. select target markets

4. identify the segmentation methods to be used.

back 12

2. define the firm's vision or marketing strategy objectives

front 13

Which targeting strategy when a firm targets several segments with different offerings for each

1. differentiated

2. micromarketing

3. undifferentiated

4. concentrated

back 13

1. differentiated

front 14

Companies use the internet to allow consumers to design customized products. This is a form of ___

1. concentrated targeting

2. micromarketing

3. psychographic segmentation

4. undifferentiated targeting

back 14

2. micromarketing

front 15

To develop psychographic segments, the marketer must understand consumers'

1. age, income, and education

2. gender, race, and religion

3. buying patterns and behaviors

4. self-values, self-concept, and lifestyles

back 15

4. self-values, self-concept, and lifestyles

front 16

Marketers found ___segmentation, more useful for predicting consumer behavior than ___segmentation.

1. psychographic; demographic

2. demographic; benefit

3. demographic; psychographic

4. demographic; behavioral

back 16

1. psychographic; demographic

front 17

Toothpastes sold in supermarkets that promise whiter teeth are using ____ segmentation

1. demographic

2. psychographic

3. loyalty

4. benefit

back 17

4. benefit

front 18

Another name for micromarketing is:

1. neuromarketing

2. qualitative marketing

3. one-to-one marketing

4. ethnographic marketing

back 18

3. one-to-one marketing

front 19

Geodemographic segmetation can be particularly useful for

1. Internet marketers

2. sales oriented firms

3. retailers

4. consumer goods manufacturers

back 19

3. retailers

front 20

Which is not an element of attractiveness?

1. substantial

2. realistic

3. reachable

4. responsive

back 20

2. realistic

front 21

Used to illustrate the position of a firm's products or brands in consumer's minds

1. perceptual map

2. loyalty timeline

3. PRIZIM analysis

4. mass marketing analysis

back 21

1. perceptual map

front 22

1 benefit of marketing research is to reduce the uncertainty under which managers make decisions.

1. True

2. False

back 22

1. True

front 23

Warren doesn't know what question to ask/who to talk to. He should begin with quantitative research.

1. True

2. False

back 23

2. False

front 24

The first question a marketing researcher should ask before embarking on a research study is

1. What is the due date?

2. Will the research be useful?

3. What sample size will be needed?

4. Who will pay for it?

back 24

2. Will the research be useful?

front 25

Advantages of using secondary data includes:

1. historical data that can be used to predict future trends.

2. They have been collected for the purpos Joe is using it for

3. their high cost can be justified by the results.

4. they can be quickly accessed at a relatively low cost.

back 25

4. They can be quickly accessed at a relatively low cost.

front 26

___ confirms insights and provides a basis for taking a course of action.

1. statistical sourcing

2. qualitative research

3. primary data collection

4. quantitative research

back 26

4. quantitative research

front 27

Which of the following statements best describes secondary data?

1. Always meets researchers needs

2. pieces of data that have been collected prior to research.

back 27

2. Pieces of data that have been collected prior to research.

front 28

Which of the following types of research would be considered quantitative research?

1. focus group research

2. observational research

3. social media monitoring

4. experimental research

back 28

4. experimental research

front 29

What form of research might Mattell use to determine which toys 4yr olds played with?

1. observation

2. focus group

3. experiment

4. panel

back 29

1. observation

front 30

1 advantage of primary data collection is that it can be collected to fit the research needs

1. True

2. False

back 30

1. True

front 31

Donald is analyzing and interpreting data. In the process, he converts data into information

1. True

2. False

back 31

1. True

front 32

One of the difficulties in running a shoe company is the need to have significant ____

1. Product mix depth

2. brand equity

3. product line depth

4. product line breadth

back 32

3. product line depth

front 33

Nora is deciding whether to purchase brand-name sneakers or a less expensive store brand

1. higher degrees of brand loyalty.

2. more product line depth.

3. a better brand image.

4. greater perceived value.

back 33

4. greater perceived value

front 34

For marketers, one of the benefits of having achieved brand loyalty is

1. few worries about copyright infringement.

2. greater concern about competitors' actions

3. increased price sensitivity among loyal customers.

4. lower costs associated with reaching loyal customer.

back 34

4. lower market costs associated with reaching loyal customers

front 35

Another name for a manufacturer's brand is a(n) ____ brand

1. national

2. extended

3. private-label

4. systematic

back 35

1. national

front 36

Which of the following is the best example of a family brand?

1. Kellogg's Special K and Famous Amos Chocolate Chip Cookies

2. KFC/Taco Bell fast foods

3. Tostitos Multigrain Scoops and Tostitos Chunky Salsa

4. Cadillac, GMC, and Chevrolet

back 36

3. Tostitos Multigrain Scoops and Tostitos Chunky Salsa

front 37

P&G own both Old Spice and Lams (pet products). This would be an example of:

1. individual brands

2. family brands.

3. traditional brands.

4. umbrella brands

back 37

1. individual brands

front 38

You search a long time considering alternatives. A backpack represents what type of product?

1. shopping

2. routine

3. unsought

4. convenience

back 38

1. shopping

front 39

Milk and bread are examples of ___ goods because consumers don't evaluate a lot of alternatives

1. ritual goods

2. convenience goods

3. specialty goods

4. impulse goods

back 39

2. convenience goods

front 40

When a salesperson calls you to sell a cemetery plot, this is most likely what type of product?

1. shopping product

2. convenience product

3. unsought product

4. line extension

back 40

3. unsought product

front 41

Brands that are owned by ____ are called private label brands

1. retailers

2. wholesalers

3. supply chain specialists

4. manufacturers

back 41

1. retailers

front 42

Nike sells shoes, clothing, and athletic gear. These represent the depth of Nike's products.

1. True

2. False

back 42

2. False

front 43

I searched online for a computer until I found one for sale. This is an example of a ____ product

1. shopping

2. unsought

3. business

4. convenience

back 43

1. shopping

front 44

Each product grouping at the retailer: ___ all products grouped together constitute retailer's:

1. product tangibility; product unit

2. product line; product mix

3. product mix; product line

4. product mix; product unit

back 44

2. product line; product mix