Which of the following refers to the process of dividing a market into distinct groups of

buyers with different needs, characteristics, or behaviors? *

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customer relationship management

market segmentation
downsizing
market diversification
prospecting

Mission statements should be defined in terms of ________. *

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satisfying basic customer needs

the variety they offer to a customer
the value a company's products provide
the advantages a company's products provide
the profitability of a company's products

Which of the following is true with regard to the product/expansion grid? *

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It classifies SBUs into four distinct categories.

It is a useful device for identifying growth opportunities.
It helps companies analyze their internal strengths and weaknesses.
It is a useful device for segregating customers into distinct categories.
It functions on the premise that firms should downsize to regain market share.

Which of the following is a disadvantage of using information from internal

databases? *
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Internal information may be incomplete or in the wrong form for making marketing decisions.
Obtaining information from internal databases is both time-consuming as well as expensive.
Using information from internal databases leads to biased research findings.
It is not possible to verify information obtained from internal databases.
Internal databases do not support highly sophisticated technologies that make it difficult to store
large volumes of data.

The marketing department of a reputable firm wants to improve strategic decision

making, track the actions of other players in the market, and provide early warning of
opportunities and threats. Which of the following would help the firm achieve its
objectives? *
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Competitive marketing intelligence

Strategic planning
Data warehousing
Ethnographic research
Customer relationship management

Making more sales to current customers without changing a firm's products is known
as ________. *
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Product development
Product diversification
Market penetration
Prospecting
Market segmentation

The network made up of the company, its suppliers, its distributors, and, ultimately, its
customers who partner with each other to improve the performance of the entire
system is known as the ________. *
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Supply chain
Marketing mix
Business portfolio
Value delivery network
Internal value chain

Each company must divide up the total market, choose the best segments, and design
strategies for profitably serving chosen segments. This process involves market
segmentation, ________, differentiation, and positioning. *
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supply-chain analysis
market targeting
market diversification
price discrimination
marketing implementation

Marketers can group people in a number of ways, including by birth date. However,
the following combination of groups has proven to be more effective: ________. *
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race or nationality, lifestyle, common values they seek in products they buy
lifestyle, life stage, common values they seek in products they buy
place of residence, life stage, lifestyle
profession, common values they seek in products they buy, lifestyle
income, lifestyle, life stage

Which of the following is NOT an example of product-oriented mission statements? *

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"We sell athletic shoes."

"We run theme parks."
"We rent hotel rooms."
"We are an online library."
"We sell memorable experiences."

Regulations force companies to be responsible. However, most companies want to be

responsible. Impacts of government regulations include all of the following EXCEPT
________. *
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informing the public that products are safe

penalties to companies that fail to meet the regulations
higher research costs
increased sales because they have been found to be safe
longer times between new product ideas and their introduction

Market segmentation can be best described as the process of ________. *

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turning marketing plans into marketing actions to accomplish strategic marketing objectives
maintaining a strategic fit between organizational goals and changing marketing opportunities
assigning specific human attributes to a given brand
dividing a market into distinct groups of buyers who have different needs, characteristics, or
behaviors, and who might require separate marketing programs
evaluating each market segment's attractiveness and selecting one or more segments to enter

A marketing plan begins with a(n) ________, which presents a brief summary of the
main goals and recommendations of the plan for management review. *
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threat analysis
executive summary
action program
opportunity analysis
budget

Which of the following demographic trends is the most likely cause for a rapid increase
in telecommuting? *
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the migration from rural to metropolitan areas

the increasing number of traditional households
the declining number of manufacturing workers in today's workforce
the growing percentage of married couples who do not have children
the migration toward micropolitan and suburban areas

Which of the following is an element of the marketing mix? *

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esteem
wants
education
needs
place

Which of the following is NOT part of a company's decision about which customers it
will serve and how? *
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budgeting
positioning
differentiation
segmentation
targeting

Which of the following is true with regard to a market segment? *

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Dividing the market into segments decreases the efficiency of the selling process.
A market segment consists of consumers who respond in a similar way to a given set of
marketing efforts.
Dividing the market into segments reduces composite demand.
Very few markets have segments.
A market segment consists of consumers with dissimilar needs and preferences.

In the context of a company's marketing mix, ________ includes company activities

that make the product available to target consumers. *
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promotion
place
position
price
branding

Which of the following groups influences the company's ability to obtain funds? *
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internal publics
local publics
general publics
citizen-action publics
financial publics

With the recent explosion of information technologies, ________. *

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companies have ceased to feel the need for marketing information systems
companies have ceased to maintain internal databases
most marketing managers are overloaded with data and often overwhelmed by it
it has become more difficult and expensive to obtain primary data
most marketing managers are concerned solely about the duplication of content

Information in a company's database can come from many sources. An advantage of

harnessing such information is to ________. *
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gain access to mass markets

eliminate employee turnover
eliminate resource dependency
gain competitive advantage
achieve a high degree of employee empowerment

The goal of ________ research is to describe things, such as the market potential for
a product or the demographics and attitudes of consumers who buy the product. *
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descriptive
statistical
causal
exploratory
analytic

The objective of causal research is to ________. *

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gather preliminary information that will help suggest hypotheses
test hypotheses about cause-and-effect relationships
predict the effect of a random event on unrelated entities
assign a cause to a seemingly random event
describe things, such as the market potential for a product

Which of the following refers to a nonprobability sample in which the researcher finds
and interviews a prescribed number of people in each of several categories? *
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simple random sample

stratified random sample
convenience sample
quota sample
judgment sample

Which of the following statements is true regarding competitive marketing

intelligence? *
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Competitive marketing intelligence relies upon costly internal databases.

The goal of competitive marketing intelligence is to improve recruiting efforts.
The advantage of using competitive marketing intelligence is negligible.
Companies using competitive marketing intelligence routinely ignore consumers' online chatter.
Competitive marketing intelligence relies upon publicly available information.

Which of the following is the most likely the advantage of survey research? *
1 điểm

Survey research allows researchers to observe respondents closely in their natural environments.
The attitudes and motives of the customers can be easily determined through survey research.
The data gathered in survey research is impartial and free from bias as the surveys are done in-
person to evaluate consumer behavior.
The flexibility of survey research is high; it can be used to obtain many different kinds of
information in many different situations.
The chances of getting dishonest feedback are almost negligible with survey research.

Tropicana promotes drinking orange juice at any time of day as a cool, refreshing
drink. The market segmentation approach Tropicana is using is ________. *
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benefit segmentation
gender segmentation
occasion segmentation
age and life-cycle segmentation
behavioral segmentation

Which of the following is true about multivariable segmentation systems? *

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Marketers using multiple segmentation bases tend to ignore smaller markets.

Multiple segmentation rarely involves the use of demographic data.
Marketers often use multiple segmentation bases to control inflation.
Multiple segmentation is ineffective in large markets.
Multiple segmentation bases help identify smaller, better-defined target groups.
________ is the practice of tailoring products and marketing programs to suit the
tastes of specific individuals and locations. *
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Mass marketing
Trigger-based marketing
Differentiated marketing
Micromarketing
Concentrated marketing

All of the following are ways a company can differentiate itself or its product EXCEPT
________. *
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services
price
people
image
channels

Effective positioning begins with ________. *

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promotion
pricing
diversification
segmentation
differentiation

In the marketing mix, design, packaging, services, and variety can be categorized
under ________. *
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price
place
promotion
position
product

Primary data consist of ________. *

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information that is the least expensive and the easiest to obtain

data obtained from the public domain
information collected for the specific purpose at hand
data that does not age
information that already exists somewhere, having been collected for another purpose

Which of the following is NOT one of the major variables used in segmenting
consumer markets? *
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psychographic
demographic
geographic
ethical
behavioral

________ segmentation divides buyers into segments based on their knowledge,

attitudes, uses, or responses concerning a product. *
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Behavioral
Gender
Age and life cycle
Geographic
Psychographic

When the size, purchasing power, and profile of a market segment can be calculated,
the market is ________. *
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actionable
substantial
profitable
competitive
measurable

A market-coverage strategy in which a firm decides to target several market segments

and designs separate offers for each is known as _____. *
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concentrated marketing
individual marketing
cross-marketing
differentiated marketing
mass marketing

________ is the process by which firms interact one-to-one with masses of customers
to design products and services tailor-made to individual needs. *
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Mass customization
Local marketing
Micromarketing
Product diversification
Differentiated marketing

________ marketing is more suited for products that vary in design. *

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Local
Direct
Differentiated
Individual
Mass

Consumer products refer to ________. *

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products that aid in the consumer's production or operations, including installations and
accessory equipment
primarily intangible offerings from marketers
raw materials as well as manufactured materials and parts
products and services bought by final consumers for personal consumption
products purchased by consumers for further processing or for use in conducting a business

Advertising campaigns involving issues ranging from health care, education, and
environmental sustainability to human rights and personal safety can be classified
under ________ marketing. *
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corporate image
social
place
person
internal

Which of the following is a disadvantage of using a differentiated marketing strategy? *

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Quality control problems increase.

The costs of doing business increase.
It generates far lower sales compared to an undifferentiated marketing strategy.
Customer loyalty is negatively impacted and difficult to obtain.
Product safety decreases.

The major activity in strategic planning is ________, whereby management evaluates

the products and businesses that make up the company. *
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prospecting
breakeven analysis
benchmarking
business portfolio analysis
SWOT analysis

Each department in a company that carries out value-creating activities can be

thought of as a link in the company's ________. *
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channel of intermediaries
internal value chain
external value stream
supplier chain
demand chain

Which of the following is a component of a firm's microenvironment? *

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customer demographics
marketing intermediaries
economic recessions
technological changes
population shifts

________ provide the resources needed by a company to produce its goods and
services. *
1 điểm

Resellers
Financial intermediaries
Marketing services agencies
Retailers
Suppliers

Which of the following is a major advantage of the market organization? *

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The company is organized around the needs of specific customer segments.

The company allows its salespeople to settle into a specific territory.
The company has a flat organizational structure.
The company exploits bleeding-edge technologies to keep ahead in the market.
The company caters to a single, small market segment.

Which of the following terms is used to describe the actors and forces outside
marketing that affect marketing management's ability to build and maintain successful
relationships with target customers? *
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strategic planning
marketing mix
target markets
marketing environment
marketing orientation

Which of the following Ps in the marketing mix describes the goods-and-services

combination the company offers to the target market? *
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place
price
promotion
product
package

Arranging for a product to occupy a clear, distinctive, and desirable place relative to
competing products in the minds of target consumers is known as ________. *
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diversifying
satisficing
prospecting
positioning
segmenting