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The most formal definition of marketing is ________. a. meeting needs profitably b. identifying and meeting human and social needs c. the 4Ps (Product, Price, Place, Promotion) d. an organizational function and a set of processes for creating, communicating, and delivering, value to customers, and for managing customer relationships in ways that benefit the organization and its stake holders. e. improving the quality of life for consumers


Marketers often use the term ________ to cover various groupings of customers. a. people b. buying power c. demographic segment d. social class position e. market


The ________ is practiced most aggressively with unsought goods, goods that buyers normally do not think of buying, such as insurance, encyclopedias, and funeral plots. a. marketing concept b. selling concept c. production concept d. product concept e. holistic marketing concept


________ can be seen as the development, design, and implementation of marketing programs, processes, and activities that recognizes the breadth and interdependencies of their effects. a. Niche marketing b. Holistic marketing c. Relationship marketing d. Supply-chain marketing e. Demand-centered marketing


a. b.
c. d. e.

The four Ps represent the sellers view of the marketing tools available for influencing buyers. From a buyers point of view, each marketing tool is designed to deliver a customer benefit. Robert Lauterborn suggested that the sellers four Ps correspond to the customers four Cs. The four Cs are ________. customer focus, cost, convenience, and communication customer solution, customer cost, convenience, and communication convenience, control, competition, and cost competition, cost, convenience, and communication category control, cost, concept development, and competition


For each target market, the firm develops a ________. The offering is positioned in the minds of the target buyers as delivering some central benefit(s). a. value offering b. niche offering c. market offering d. segment offering e. social offering


________ reflects the perceived tangible and intangible benefits and costs to customers. a. Loyalty b. Satisfaction c. Value d. Expectations e. Comparison shopping


When a customer has a(n) ________ need, the customer might expect something like admiration from friends because he or she has purchased something that might indicate a certain market savvy. a. real b. unstated c. delight d. secret e. stated

9. A company can take several steps to improve the quality of its marketing intelligence. If the company purchases competitive products for study, attends open houses and trade shows, and reads competitors published reports and stockholder information, the company is using ________ to improve the quality of its marketing intelligence. a. sales-force surrogates b. intermediaries c. external networks d. advisory panels e. customer feedback systems

10.________ shapes the beliefs, values, and norms that largely define tastes and preferences. a. Marketing b. The mass media c. Government d. Production innovation and engineering e. Society

11.The ________ environment consists of laws, government agencies, and pressure groups that influence and limit various organizations and individuals. a. Natural b. Technological c. social-cultural d. economic o. political-legal

12.As the manager of an organization that is attempting to build a MIS, you have been informed that a MIS is built upon three fundamental information sources. The sources are ________, marketing intelligence activities, and marketing research. a. external records and documents b. databases found on the Internet c. consultant reports d. internal company records e. secondary data from government sources such as the Better Business Bureau

13. The marketing manager needs to know the cost of the research project before approving it. During which of the following stages of the marketing research process would such a consideration most likely take place? a) Step 1defining the problem. b) Step 1creating decision alternatives. c) Step 1drafting the research objectives. d) Step 2develop the research plan.

14. Primary data can be collected in several ways. Which of the following primary data collection methods would be exemplified by constructing see-through mirrors in a retail store whereby consumers actions could be recorded? a.Focus groups b.Surveys c.Observation d.Behavioral data e. Experiments

15. Some marketers prefer more ________ methods for gauging consumer opinion because consumer actions do not always match their answers to survey questions. quantitative qualitative psychographic covert subliminal

16. With respect to the sampling plan, three decisions must be made. The decisions are: the sampling unit who is to be surveyed? Sample sizehow many people should be surveyed? And ________. a. sample costhow much does sampling cost b. surveyor skillwho will do the surveying c. sample securityhow to protect the sample data d. sampling procedurehow should the respondents be chosen e. sample supervisorwho will lead the sampling effort

17.If a marketing researcher selects the most accessible population members, he or she would have selected the ________ sampling method. simple random stratified random cluster judgment convenience

18. The ________ phase of marketing research is generally the most expensive and the most prone to error. a.research objectives b.research planning c. consultant reports d. interview design e. data collection

19. In an example discussed in your text, Johnson & Johnson's recall of their Tylenol product following the discovery that several bottles of Tylenol had been laced with cyanide is consistent with which business philosophy? The marketing concept. The product concept. The selling concept. The societal marketing concept.

20.Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need is called a(n): idea. demand. product. service.

21. A marketing research firm intends to ask consumers a question that reads Do you intend to buy a automobile within the next six months? Consumers could respond in several ways including no chance, slight possibility, fair possibility, good possibility, high possibility, and certain. Which of the following terms most accurately categorizes the type of scale that the marketing researcher will want to use in the research effort? Buying ratio scale Behavioral scale Attitude scale Purchase probability scale Market-test scale

22. A persons ________ consist(s) of all the groups that have a direct (face-to-face) or indirect influence on his/her attitudes or behavior. a. culture b. subculture c. psychographics d. reference groups e. demographics

23.Husbands and wives display different decisionmaking roles in most families. Nowadays the trend for dominant decision making in families is for ________ to be responsible for most of the decisions. a. the husband b. the wife c. joint decision making (both husband and wife) d. holistic decision making child oriented decision making

24. Consumption may be shaped by ________ (such as marriage, childbirth, or divorce). a. the psychological life cycle b. the product life cycle c. the life/death life cycle d. post-puberty cycles e. critical life events or transitions

25. ________ is a set of distinguishing human psychological traits that lead to relatively consistent and enduring responses to environmental stimuli a. Image b. Personality c. Beliefs d. Heredity e. Culture

26.A ________ when it is aroused to a sufficient level of intensity a. need becomes a motive b. motive becomes a need c. desire becomes a reality d. unfulfilled demand becomes a crisis e. personal demand exceeds the ability to rationally reject

27. ________ is the tendency to interpret information in a way that will fit our preconceptions. a. Selective retention b. Cognitive dissonance c. Selective distortion d. Subliminal perception e. Discrimination

28. A ________ is a strong internal stimulus impelling action a. Cue b. drive c. reinforcement d. discrimination e. belief

29. The buying process starts when the buyer recognizes a _________. a. product b. an advertisement for the product c. a salesperson from a previous visit d. problem or need e. an internal cue

30. With respect to consumer decision making, the ________ is the set of strong contenders from which one will be chosen as a supplier of a good or service. a. total set b. awareness set c. consideration set d. choice set e. decision set

31. Sanjay writes a weekly column in his schools newspaper about movies he has seen, books he has read, and concerts he has attended. His column provides information and opinions. Feedback from his fellow students is positive and appreciative of the advice that is given. Which of the following would be the most apt description of the role played by Sanjay? a. Silent majority b. Protestor c. Protector d. Innovator e. Opinion leader

32.The ________ consists of all the organizations that acquire goods and services used in the production of other products or services that are sold, rented, or supplied to others. a. business market b. consumer market c. e-commerce market d. global market e. supplier market

33.In the purchasing decision process, the ________ are those who request that something be purchased. They may be users or others in the organization. a. users b. initiators c. influencers d. deciders e. approvers

34.In the purchasing decision process, the ________ are those who have the power to prevent sellers or information from reaching members of the buying center. a. gatekeepers b. buyers c. initiators d. approvers e. deciders

35.Customers evaluation of the difference between all the benefits and all the costs of a marketing offer relative to those of competing offers refers to which of the following options? a. Customer perceived value b. Marketing myopia c. Customer relationship management d. Customer satisfaction

36.A person on the University Book Shop's survey asks respondents to tell the shop, in their own words, what they like least about textbook shopping. What is a type of this question? a. An open-ended b. A dichotomous c. A multiple choice d. A scale

37.The factors such as the buyers age, life-cycle stage, occupation, economic situation, lifestyle, personality and self-concept that influences buyers decisions refers to which one of the following characteristic? a. Personal characteristics b. Psychological characteristics c. Behavioral characteristics d. Demographical characteristics

38.In a Michael Porter Model, which one of the following options is a major tool in the identification of ways to create value in an organization? a. Chain model b. The BCG model c. Five forces model d. Value chain model

39.Relationship marketing is a consistent application of up to date knowledge of individual customers to product and service design. Why it is communicated interactively to customers? a. For delivering short term value & satisfaction to customers b. For delivering long term value & satisfaction to customers c. For delivering short term value to management d. For delivering long term value to management

40.The buying process starts from which one of the following stage in which the buyer recognizes a problem or need? a. Need recognition b. Information search c. Evaluation of alternative d. Purchase decision

41.________ consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers a. A marketing information system b. A marketing research system c. A marketing intelligence system d. A promotional campaign e. A marketing database

42.A ________ is a direction or sequence of events that has some momentum and durability; the shape of the future is revealed and many opportunities are provided a. fad b. fashion c. Trend d. megatrend e. style

43.The main demographic force that marketers monitor is(are) ________. suppliers Competitors communication (such as advertising) government reports dealing with birth rates population

44.According to some industry analysts and inventors, ________ will eventually eclipse the PC as our most important technological device iPod HDTV holographic television the mobile phone solar-powered car

45.______________ is a person's distinguishing psychological characteristics that lead to relatively consistent and lasting responses to his or her own environment. Psychographics Personality Demographics Lifestyle