MIDDLE EAST TECHNICAL UNIVERSITY

Department of Business Administration

BA2701: Principles of Marketing
MID-TERM EXAM: November 26, 2007
Dr. Çağlı NAME: ___________________________

IMPORTANT NOTICE!
ATTENDANCE TO ALL SESSIONS IS A NON-NEGOTIABLE REQUIREMENT! WHEN YOU MISS A CLASS
OR A PRESENTATION, IT MAY BE REFLECTED IN YOUR COURSE GRADE!

MULTIPLE CHOICE QUESTIONS (2 Points Each)

1. Adil works for a wholesaler. He is responsible for buying and selling CDs at a profit to small music stores. What is
his market?
a. commercial
b. reseller
c. music
d. consumer
e. retail

2. There are four types of joint ventures. Which is NOT one of these types?
a. licensing
b. contract manufacturing
c. joint ownership
d. management contracting
e. indirect exporting

3. Annual size of the Turkish marketing research market is about ________ million USD.
a. 300
b. 75
c. 15
d. 50
e. 450

4. The ________ is the most important consumer (end user) buying organization in society.
a. family/household
b. social class
c. opinion leader
d. subculture
e. reference group

5. Among the stages that customers go through in adopting a new product are all of the following EXCEPT
________.
a. awareness
b. interest
c. evaluation
d. EPS-LPS
e. trial

6. Which business buying situation is the marketer’s greatest opportunity and challenge?
a. modified rebuy
b. straight rebuy
c. new task
d. multiple rebuys
e. Can’t tell; it depends.
7. When the attractiveness of market segments are determined, they are said to possess the following requirements
EXCEPT ________.
a. measurable
b. accessible
c. substantial
d. actionable
e. observable

8. When competitor’s use differentiated or concentrated marketing, ________ marketing can be suicidal.
a. differentiated
b. undifferentiated
c. concentrated
d. niche
e. local

9. The idea that companies should aggressively promote only one benefit to the target market is referred to as a
________.
a. unique selling product
b. unique services practice
c. unique sales pitch
d. unique selling proposition
e. universally strategic practice

10. Your advertising agency is currently researching the gender, education, SES, age, and occupations of your target
market. What is this environment called?
a. demographic
b. psychographic
c. VALS
d. geographic
e. product-use

11. What type of joint ventures occurs when a domestic firm (for example an international hotel chain) supplies the
management know-how to a foreign company that supplies the capital?
a. licensing
b. contract manufacturing
c. joint ownership
d. management contracting
e. direct exporting

12. Which of the following is NOT correct about secondary data? Secondary data must be ________.
a. relevant
b. accurate
c. current
d. impartial
e. free or low cost

13. ________ are people within a reference group who, because of special skills, knowledge, personality, or other
characteristics, exert influence on others.
a. Opinion leaders
b. Habitual buyers
c. Aspirational groups
d. Social class
e. STP

14. ________ puts people into a frame of mind of liking or disliking things, of moving toward or away from them.
a. Lifestyle
b. Motive
c. Habitual behavior
d. Attitude
e. Perception
15. Relative advantage, compatibility, complexity, divisibility, and communicability are characteristics of ________.
a. alternative evaluation
b. dissonance-reducing buying behavior
c. influence of product on rate of adoption
d. habitual buying behavior
e. product positioning

16. A(n) ________ controls the flow of information to others in the buying center.
a. user
b. influencer
c. buyer
d. gatekeeper
e. decider

17. When a business market segment is large or profitable enough to serve, it is termed ________.
a. measurable
b. accessible
c. substantial
d. actionable
e. observable

18. It is safe to say that consumers position products and services ________.
a. after marketers put marketing mixes in place
b. generally after consulting friends who use them
c. with or without the help of marketer
d. unwillingly
e. with STP

19. TÜİK (Turkish Statistical Institute) has announced the center of population of Turkey as:
a. Afyon
b. İstanbul
c. Konya
d. Ankara
e. Bilecik

20. Secondary data is often where marketing research begins. Secondary data consists of information ________.
a. that already exists in the company
b. that does not currently exist in an organized form
c. that already exists somewhere, having been collected for another purpose
d. that is available publicly
e. that is collected by some other organization

21. What is one way that a social class is NOT measured?

a. occupation
b. education
c. source of income
d. number of children in the family
e. house type

22. People can form different perceptions of the same stimulus because of certain perceptual processes. All of the
following name these processes EXCEPT ________.
a. selective attention
b. selective distortion
c. selective attitude
d. selective retention
e. selective exposure

23. When compared to consumer markets, business markets are ________.

a. approximately the same
b. smaller
c. huge
d. a little bigger
e. Can’t tell; it depends.
24. Through talking to numerous competitors at a regional trade show, you learn that most of them use the most
popular base for segmenting markets. What is it?
a. demographic
b. gender
c. psychographic
d. behavioral
e. geographic

25. On the Internet it is possible to purchase jeans manufactured to perfectly fit you. This practice is known as
________.
a. niche marketing
b. micromarketing
c. differentiated marketing
d. mass marketing
e. internet marketing

26. Occasionally a company will possess a market advantage because their competitors cannot easily copy a particular
product attribute. They then have a(n) ________ difference.
a. distinctive
b. profitable
c. preemptive
d. superior
e. important

27. Which of the following represents the most dramatic force shaping a marketer’s destiny?
a. technological environment
b. natural environment
c. legal-political environment
d. economic
e. cultural

28. Which of the following media are not measured and reported in the Turkish media research environment?
a. TV
b. Outdoor
c. Newspapers
d. Magazines
e. Radio

29. The consumer behavior model that we have adopted in class is a ________ model.
a. belief
b. cultural
c. postpurchase
d. stimulus-response
e. dissonance

30. We emphasized continuously that consumer behavior is ________ . That is, consumers go through a new and
unique decision making experience at each purchase.
a. rational
b. perceptual
c. attitudinal
d. hedonic
e. episodic

31. When consumers are highly involved with the purchase of an expensive self-expressive product, they most likely
will undertake ________.
a. habitual buying behavior
b. complex buying behavior
c. reflective buying behavior
d. limited problem solving
e none of the above
32. While the consumer processes information to arrive at brand choices, the step of the decision process known as
________, is of particular importance to marketers.
a. alternative evaluation
b. attitude formation
c. limited problem solving
d. habitual buying behavior
e. post-purchase dissonance

33. Hewlett-Packard and Dell buy Intel microprocessor chips because consumers buy personal computers. This
demonstrates an economic principle called ________.
a. elastic demand
b. fluctuating demand
c. derived demand
d. joint demand
e. market demand

34. A ________ consists of a set of buyers who share common needs or characteristics that the company decides to
serve.
a. market segment
b. target market
c. well-defined market
d. social class
e. subculture

35. A product’s position is the way the product is defined by ________.

a. manufacturers
b. wholesalers
c. retailers
d. consumers
e. competitors

36. A company difference is worth establishing to the extent that it satisfies all of the following criteria EXCEPT
________.
a. importance
b. communicability
c. affordability
d. compatibility
e. profitability

37. Companies typically start with ________, working through independent international marketing intermediaries. It
involves less investment because the firm does not require an overseas sales force or set of contacts.
a. direct exporting
b. contract manufacturing
c. management contracting
d. indirect exporting
e. licensing

38. Marketing research in an area usually shows which of the following evolutionary stages?
a. exploratory; causal; descriptive
b. causal; descriptive; exploratory
c. descriptive; exploratory; causal
d. descriptive; causal; exploratory
e. exploratory; descriptive; causal

39. Consumer behavior models replace the typical and classical motivation concept with which of the following?
a. perception
b. information processing
c. beliefs
d. attitudes
e. involvement
40. If we were to compare business purchasers to consumer purchasers, it would be safe to say ________.
a. they deal with far fewer but far larger buyers
b. they are paid and the consumer is not paid for buying
c. business buyers always work in committees
d. derived demand exists between business purchasers
e. none of the above

41. Markets can be segmented into groups of nonusers, ex-users, potential users, first-time users, and regular users of
a product. This method of segmentation is called ________.
a. user status
b. usage rate
c. benefit
d. behavior
e. occasion

42. Akbank and İş Bankası ads that we reviewed in class were examples of _______ segmentation practice.
a. undifferentiated
b. differentiated
c. niche
d. target
e. geographic

43. A(n) ________ means selling largely the same products and using the same marketing approaches worldwide.
a. adapting marketing mix
b. global marketing mix
c. standardized marketing mix
d. export marketing mix
e. multinational strategy mix

44. The marketer wants to understand how the stimuli are changed into responses inside the consumer’s ________,
which has two parts. First, the buyer’s characteristics influence how he or she perceives and reacts to the stimuli.
Second, the buyer’s decision process itself affects the buyer’s behavior.
a. culture
b. black box
c. belief
d. lifestyle
e. social class

45. To marketers, more important than reality is ________, the process by which people select, organize, and interpret
information to form a meaningful picture of the world.
a. personality
b. perception
c. attitudes
d. habitual behavior
e. information processing

46. Nuray divides buyers into groups based on their social class, lifestyle, or personality characteristics. Nuray is
obviously using ________ segmentation.
a. behavioral
b. psychographic
c. benefiit
d. demographic
e. geographic

47. Survey research is best suited for gathering ________ information.

a. causal
b. experimental
c. focus group
d. descriptive
e. exploratory
48. All of the following make up a person’s lifestyle EXCEPT ________.
a. AIO dimensions
b. interests
c. dissonance-reducing buying behavior
d. opinions
e. activities

49. ________ research is best suited for gathering causal information.

a. Observational
b. Experimental
c. Survey
d. Descriptive
e. Qualitative

50. Internal or external stimuli begin the buyer decision process with this step.
a. need recognition
b. information search
c. evaluation of alternatives
d. purchase decision
e. attitude formation