5. Shoe manufacturers are not going to buy much more leather if the price of leather falls, nor will they buy much less leather if the price rises, unless they can find satisfactory substitutes. This is an example of ________.

A) inelastic demand
B) direct purchasing
C) the acceleration effect
D) a modified rebuy
E) a straight rebuy

A

6. Which of the following steps does not belong to the five-stage model of the consumer buying process ?

1. Evaluation of information sources
2. Purchase decision
3. Information search
4. Problem/need recognition
5. Post-purchase behaviour

A

7.Even is sales of a brand extension are high and meet targets, the revenue may be coming from consumers switching to the extension parent-brand offerings-in effect_____ the parent brand.

A) diluting
B) cannibalizing
C) reinforcing
D) eroding
E) revamping

B

8.Fixed costs exist

1. whether a firm produces anything or not
2. only when a firm produces at full capacity
3. when a firm produces at partial capacity
4. only as accounting figures
5. None of the above

A

9.Estabilishing and communicating the distinctive benefit(s) of the company's market offering for each target segment is called

A) market research
B) market positioning
C) marketing effectiveness
D) market segmentation
E) market domina nce

B

10.____________ are those groups to which a person does not belong and whose values, norms or behavior an individual rejects.

1. Membership groups
2. Lifestyle groups
3. Dissociative groups
4. Disclaimant groups
5. Aspirational groups

C

11.Joe is a computer service technician. People in his neighborhood usually depend on his suggestions for purchasing any computer accessory or hardware, as they believe that he has access to far more information on computer technology than the average consumer. The neighbors are also aware that Joe has the required knowledge and background for understanding the technical properties of the products. Within this context, Joe can be called a(n)___________.

1. transactional leader
2. opinion leader
3. role model
4. gate-keeper
5. international marketer

B

12. A manufacturer of hiking boots looks at data that indicate that their subsegment of the market called "serious hiker" is declining and is predicted to decline into the future. The firm decides to enter the "low-price" segment with its new items. This is an example of a firm's ________ to reach a new market.

1. up-market stretch
2. two-way stretch
3. marketing research
4. disintermediation
5. down-market stretch

E

The goal of positioning is ________.

A) to locate the brand in the minds of consumers to maximize the potential benefit to the firm
B) to discover the different needs and groups existing in the marketplace
C) to target those customers marketers can satisfy in a superior way
D) to collect information about competitors that will directly influence the firms' strategy
E) to help the firm anticipate what the actions of its competitors will be

A

14. Leonardo is a conservative and traditional person with concrete beliefs. He prefer familiar, domestic products and is loyal to established brands. Which VALS type does Leonardo represent.

1. Striver
2. Believer
3. Innovator
4. Thinker
5. Survivor

E

15. Tom is seven years old and he loves to play soccer. He dreams of playing in the future for the famous soccer club "FC Barcelona". Which group would Tom like to join ?

1. Membership groups
2. Disclaimant groups
3. Aspirational groups
4. Dissociative groups
5. Status group

C

16.If consumers show no loyalty to any brand, they belong to the group of

1. Split loyals
2. Shifting loyals
3. Shifting users
4. Switchers
5. Hard-core loyals

D

17. Odd-pricing refers to the practice of

1. Pricing an item just above a round number
2. Pricing an item according the buyers’ perception of value
3. Pricing an item just below a round number
4. Creating an ikkysion of distinction through price
5. Placing price labels in inconspicuous locations

C

18. Unlike physical products, services cannot be seen, tasted, felt, heard, or smelled before they are bought. This is known as the ________ aspect of services.

1. Inseparability
2. intangibility
3. variability
4. perishability
5. heterogeneity

B

19.Which of the following is an example of zero-level channel?

1. company takes online orders from customers and ships the products to them.
2. An organization uses a combination of direct salespeople and sales agencies to increase sales.
3. A company sells its products through wholesalers and retailers.
4. A company sells its products through chains of supermarkets and other large sellers

A

Using an established brand to introduce a new product is called brand_________ .

1. Parity
2. Extension
3. Positioning
4. Harmonization
5. Valuation

B

Pampers divides its market demographically on the basis of ________ into prenatal, new baby, baby, toddler, and preschooler.

1. life stage
2. gender
3. age
4. income
5. social class

C

__________ are a person’s enduring favorable or unfavorable evalutions, emotional feelings, and action tendencies toward some object or idea.

1. Discriminations
2. Values
3. Beliefs
4. Feelings
5. Attitudes

E

23.)___________ describes the market offering’s look and feel to the buyer.

1. Design
2. Reparability Reliability
3. Style
4. Durability
5. Reparability

C

Gillette uses________ pricing when it offers razor handles at a low cost, but places a high markup on te replacement razor blades that fit in the handles.

1. By-product
2. Two-part
3. Optional-feature
4. Captive
5. Captive-product

E

Services high in_________ qualities have characteristics that the buyer can evaluate after purchase.

1. search
2. experience
3. credence
4. privacy
5. storing

B

The process of selecting one or more market segments to enter is called_________?

1. market targeting
2. market dominance
3. market positioning
4. market segmentation

A

Calling the customer back quickly or emailing an order confirmations immediately are examples of________ to evaluate service quality

1. responsiveness
2. tangibles
3. empathy
4. reliability

A

In which of the following auctions does the auctioneer first announce a high price for a product and then slowly decreases the price until a bidder accepts?

1. Dutch auction with one buyer and many sellers
2. an English auction with one seller and many buyers
3. an ascending bid auction
4. a sealed-bid auction
5. a Dutch auction with one seller and many buyers

E

Susan buys a dress for her sister as birthday present. This dress is an example of a________

1. speciality goods
2. sought goods
3. shopping goods
4. unsought goods
5. convenience goods

C

Spike Inc. is a sportswear manufacturer that recently launched its new line of customizable running shoes. The shoes come with a digital component that allows them to adapt to the runner's biomechanics. To promote this new product, Spike launches an advertising campaign and also ropes in a famous athlete to endorse the product. This is an example of a ________.

1. trade promotion
2. reverse flow
3. push strategy
4. pull strategy
5. backward flow

D

________ is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants.

1. Target marketing
2. Mind mapping
3. Consumer activism
4. Consumer behavior
5. Product differentiation

D

32. Jake had an appointment at the doctor's office, but couldn't make it on time due to traffic. by the time he arrived, the doctor had already begun with the next patient. this illustrates the ________ of services.

1. variability
2. heterogeneity
3. perishability
4. intangibility
5. homogeneity

C

If a company use a variety of short-term incentives to encourage trial or purchase of a product/service (market offering), we identify this form of marketing communications as_________

1. interactive marketing
2. Sales promotion
3. Public relation and publicity
4. Personal selling
5. Direct marketing

B

34.Which of the following market structures is least likely to exist in the real world ?

1. Perfect competition
2. Oligopoly
3. Monopoly
4. Monopolistic competition
5. All market structures are equally likely to exist in the real world.

A

The names of all the marketing majors at Y collage are placed in hat, and then a spedified numer of names are selected once a time to create a sample. This is an example of

1. Nonprobability sampling
2. Cluster sampling
3. Sime random sampling
4. Stratified sampling
5. Quota sampling

B

The__________ product encompass all the possible augmentations and transformations that the product or offering might undergo in the future.

1. Basic
2. Potential
3. Expected
4. Generic
5. Augmented

A*

Which of the following best describes a car company’s value proposition?

1. We charge a 20% premium on our cars.
2. We target safety-conscious upscale families.
3. We sell the safest, most durable wagon.
4. We are the market leader in the small car category.
5. We focus on expanding in faster-growing markets.

C

Effective organizations are constantly monitoring their external environment , an activity that is known as

1. Product planning
2. Screening
3. Environmental scaning
4. Marketing research
5. Data analysis

D*

In the gathering of primary data, mechanical counters and cameras are used in connection with

1. Focus groups
2. Experiments
3. Observation
4. Personal interviews
5. Surveys

C

The supermarket chain “spar” used to offer only regular energy drinks branded as “S-budget”. Recently they launched a sugar-free “S-budget” energy drinks. Which brand strategy did the company use in this particular case ?

1. Multibranding
2. Line extension
3. Variety extension
4. New brands
5. Brand extension

B

A poor brand name______.

1. Is distinctive
2. Suggests the product’s benefits
3. Suggests product qualities
4. Is easy to spell
5. Can be pronounced in many different ways

C

Coca-cola owns syrup manufacturing plants, bottle manufacturers, local bottling companies, and local dealer distributions. This is example of

1. A vertical marketing system
2. A corporate vertical marketing system
3. An administered vertical marketing system
4. A contractual vertical marketing system
5. None of the above

B

43.Dennis requests his father to buy him a PS4 for his birthday. With respect to consumer decision roles, which role is Dennis currently playing ?

1. Influencer
2. Gatekeeper
3. Decider
4. Initiator
5. Buyer

D

Which of the following statements is true ?

1. Environmental forces ha a little influence on marketing decisions, since these forces are uncontrollable.
2. Environmental forces are predictable
3. Marketing managers need not adjust environmental forces but must focus in the firms overall objectives.
4. A marketer’s success or failure is determined largely by how well it recognizes or adjust to environmental foreces.
5. None of the above

D

A firm is considering diversifying and wants to learn more about possible opportunities outside its currents product line. The firm would most likely engage in which of the following ?

1. Predictive research
2. Descriptive research
3. Experimental research
4. Exploratory research
5. Causal research

E

A ___________ is the set of all products and items a particular seller offers for sale.

1. product line
2. product mix
3. product extension
4. product system
5. product class

B

The relatively homogeneous and enduring divisions in a society, which are hierarchically ordered and whose members share similar values, interest, and behavior constitute a_____.

1. Group
2. Family
3. Subsculture
4. Social class
5. Culture

D

Life insurance, coffins and gravestones are examples of__________goods.

1. Specialty
2. Convenience
3. Sought
4. Shopping
5. Unsought

E

User status, buyer-readiness stage and loyalty status are_____________ segmention variables.

1. Demographic
2. Behavioral
3. Geodemographic
4. Geographic
5. Psychographic

B

50______ sources normally perform an information function, whereas personal sources perform a legitimizing or evaluation function.

1. Impersonal
2. Public
3. Commercial
4. Internal
5. Experiential

B*

The marketing research process begins by ________.

A) developing a research plan
B) defining the problem, the decision alternatives, and research objectives
C) analyzing the internal environment
D) reading marketing research journals
E) contacting a professional research consultant

B

A company would like to study the impact of advertising expenditure on sales and sales revenue. This is an example of ________ research.

A) prescriptive
B) causal
C) secondary
D) exploratory
E) qualitative

B

________ are data that were collected for another purpose and already exist.

A) Primary data
B) Secondary data
C) Primitive data
D) Cross-sectional data
E) Ordinate data

B

Primary data can be collected in several ways. Installing CCTV cameras in a retail store whereby consumers' actions can be recorded is an example of ________.

A) focus group research
B) survey research
C) observational research
D) behavioral research
E) experimental research

C

As the marketing manager of Cominform Pvt. Ltd., a manufacturer of health drinks, you have selected 10 individuals who match the profile of your target customer, to participate in a discussion on changing lifestyle trends related to health. You have also hired a skilled moderator to facilitate the discussion and ensure that everyone participates and stays focused on the topic. The moderator provides questions and probes based on the "script" prepared by you. The discussions are also recorded for further analysis. Which of the following methods of acquiring primary data is being used in this case?

A) observational research
B) surveys
C) behavioral data
D) experiments
E) focus groups

E

An item in a questionnaire states that "most politicians cannot be trusted." Respondents are required to provide their answers by choosing any one of the following options: 1) Strongly disagree, 2) Disagree, 3) Neither agree nor disagree, 4) Agree, 5) Strongly agree. This is an example of a ________.

A) semantic differential
B) word association question
C) Thematic Appreciation Test (TAT)
D) Likert scale
E) dichotomous question

D

_______________ is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants.

A) Target marketing
B) Mind mapping
C) Consumer activism
D) Consumer behavior
E) Product differentiation

D

Joe is a computer service technician. People in his neighborhood usually depend on his suggestions for purchasing any computer accessory or hardware, as they believe that he has access to far more information on computer technology than the average consumer. The neighbors are also aware that Joe has the required knowledge and background for understanding the technical properties of the products. Within this context, Joe can be called a(n) ________________.

A) transactional leader
B) opinion leader
C) role model
D) gate-keeper
E) international marketer

B

Maslow'S theory is that human needs are arranged in ______ from the most pressing at the bottom to the least pressing at the top.

A) culture

B) complex

C) hierarchy

D) social calss

E) perception

C

__________ are rules of thumb or mental shortcuts in the decision process.
A) Attitudes
B) Beliefs
C) Heuristics
D) Discriminations
E) Biases

C

A consumer is persuaded to buy a product by a message that requires little thought and is based on an association with a brand's positive consumption experiences from the past. In this situation, the consumer used a ________ to arrive at this purchase decision.
A) central route
B) peripheral route
C) behavioral route
D) subjective route
E) objective route

B

Each culture contains smaller______, or groups of people with shared value systems based on common life experiences and situations.

A) motives

B) subcultures

C) cognitive dissonances

D) alternative evaluations

B

What is the higher…

A) Self-actualization

B) Esteem

C) Social

D) Recognition

E) Survival

A

Which of the following groups are not part by the VALS segmentation network ?

A) Switchers

B) Strivers

C) Survivors

D) Experiencers

E) Makers

A

When Burger King targets children, teens, adults, and seniors with different ads and media, it is practicing ________ segmentation.

A) behavioural

B) end-use

C) age and life cycle

D) demographic

E) psychographie

C

If a marketer decides to segment a market based on neighborhoods, the marketer will have chosen the ________ method of segmentation.
A) demographic
B) psychographic
C) geographic
D) cultural
E) behavioural

C

We define a _____ as anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need.

A) private brand

B) service variability

C) service

D) product

E) service encounter

E

Product planners need to think about products and services on three levels. Each level adds more costumer value. The most basic level is the_____, which addresses the question,”What is the buyer really buying?”

1. augmendted product
2. exchange
3. core benefit
4. actual product
5. co-branding

C

__________ are consumer products that the consumer either does not know about or knows about but does not normally thinks about buying. These products require a lot of advertising, personal selling,and other marketing efforts.

A) Specialty products

B) Shopping products

C) Sought products

D) Convenience products

E) Unsought products

E

________ involves designing and producing the container or wrapper for a product.

A) Service

B) Branding

C) Product line

D)Laneling

E)Packaging

E

A_______is a group of products that are closely related they function in a similar manner, are sold to the same customer groups, are marketed through the same type of outlets,or fall within given price ranges.

A) line ectension

B) product line

C) private brand

D) product brandwidth

E) convenience product

B

At the very least, the_________ identifies the product or brand. It might be also describe several things about the product.

A) social marketing

B) line extension

C) label

D) specialty product

E) A or C

C

Manufacturers’s brands have long dominated the retail scene. In recent times, however, an increasing number of retailers and wholesalers have created their own_________.

1. private brand
2. slotting fees
3. specialty products
4. service variability
5. none of the above

A

24.A company must consider four special service characteristics when designing marketing programs. Which is NOT one of these characteristics.

A) perishability

B) intangibility

C) inseparability

D) interactive marketing

E) C and D

D

________ means that services cannot be seen, tasted,felt, heard, or smelled before they are bought.

A) Service inseparability
B) Service variability
C) Service intangibility
D) Service perishability
E) Service heterogeneity

C

Narrowly defined, ____ is the amount of money charged for a product or service.

1. price
2. demand
3. geld
4. marketing
5. monopoly

A

______________ of the following elements of the marketing communications mis includes a variety of programs directed internally to employees of the company or externally to consumers, other firms, the government,and media to pro promote or protect a company’s image or its individual product communications?

A) Public relations and publicityb.

B) Interactive marketing

C) Sales promotione.

D) Personal selling

E) Direct marketing

E

_________ in an element of the marketing communications mix that involves –to-people oral, written or electronic communications that relate to the merits or experiences of purchasing and using products or services.

A) Personal selling
B) Sales promotion
C) Advertising
D) Public relations
E) Word-of-mouth marketing

E

Which of the following is the correct order of stages that buyer is assumed to pass through, by the four classic response hierarchy models.

A) cognitive stage-affective stage-behavioral stage
B) affective stage-cognitive stage-behavioral stage
C) behavioral stage-affective stage-cognitive stage
D) cognitive stage-behavioral stage-affective stage
E) affective stage-behavioral stage-cognitive stage

A