1) Which of the following is an example of primary data that would be used by To pps card company to determine popularity of its

new hologram baseball card serie s? A. Data from sales records kept by exclusive dealers of Topp s hologram series B. Sales records for baseball cards gathered by the industry s trade council. *C. Input from focus groups that was put together specifically to discuss their perception of popularity of the hologram card series. D. An article about the hologram cards in a recent issue of Sports Illustrated 2) The systematic design, collection, analysis, and reporting of data and findin gs relevant to a specific marketing situation facing the company is termed _____ __________. *A. Marketing research B. Top management C. Marketing intelligence D. The sales reporting system 3) Small companies can engage is marketing research in a number of creative and inexpensive ways, including _______________. A. Buying information from database companies like A.C. Nielsen B. Using an online information service such as the internet C. Using its own internal marketing research department D. Setting up their own web site 4) The step in the marketing research process that includes determining who will be sampled is to _______________. A. Develop the research plan B. Make the decision based on the project outcomes C. Collect the information D. Define the problem and research objectives 5) Rita Jenkins, president of the local Chamber of Commerce, had difficulty gett ing members to assist in running the organization. She felt it was because of lack of commitment to the Chamber. Her vice-presid ent felt it was due to having too many meetings. The organization s secretary felt it was because there were several other profe ssional organizations to which the members also belonged. If Rita wants to do research to determine the real reason why members do not want to run for office, she should begin by ________________. A. Defining the problem B. Holding focus groups of members of other similar organizations to determine w hether the problems the Chamber is facing are universal or local. C. Developing the marketing research plan that she would employ D. Evaluating the advantages the Chamber officers over other similar organizatio n. 6) A. B. C. D. The second step in the marketing research process is ______________. Define the problem and research objectives Collection of the available sources for information needed Decision regarding the research tools and target group Development of the research plan

7) Marketing information systems are developed from internal company records, ma rketing intelligence, and marketing research. A. True B. False 8) Data published by the government and data purchased from outside suppliers ca n improve the quality of a company s marketing intelligence efforts. A. True

B. False 9) The last step in marketing research is developing the research plan. A. True B. False 10) Lowe s home improvement stores strive to have nicer, more knowledgeable salesp eople, a better product selection, and to maintain an impeccable image. These are all part of improving the offer via _____________. A. Increasing total customer value B. Increasing the service value C. Reducing the product s monetary costs to the buyers. D. Reducing the buyer s nonmonetary costs 11) Which of the following is NOT a component part of total customer value? A. Image value B. Psychic value C. Services value D. Product value 12) ______________ is the difference between a prospective customer s evaluation o f all the benefits and costs of an offering and the perceived alternatives. A. Customer relationship management B. Customer delivered value C. Customer perceived value D. Total customer cost 13) _____________ are relatively homogeneous and enduring divisions in society, and may exhibit distinct product, brand, and media preferences. A. Cultures B. Demographic groups C. Social classes D. Subcultures 14) Each of the following is considered consumer behavior EXCEPT: A. Acceptance of a political idea B. Use of public transit C. Production of a concert D. Selection of a product 15) Which factors have the broadest and deepest influence on consumer behavior? A. Psychological B. Cultural C. Social D. Personal 16) The business market differs from the consumer market in that _____________. A. It is a much smaller market in dollar volume than the consumer market B. It is a much larger market with many more buyers than the consumer market C. More product customization takes place in the consumer market D. It acquires goods and services in order to use them for another purpose as op posed to acquiring goods or services for personal consumption 17) Organizational buying is ______________. A. A way a company can produce a greater variety of high-quality products at low er cost, in less time, with less labor. B. A process by which organizations recognize their needs for goods and services C. The decision-making process by which organizations establish and satisfy thei r needs for goods and services.

water. Chlena will go to your home and feed. Separate family names C. For example. Line featuring C. A. Line padding D. Business market C. Market diversification strategy D. Generates additional sales from the existing target market D. Government market 19) Toyota. and play with yo . A. Flanker 21) Which of the following is NOT an advantage of co-branding? A. Low-end. Consumer market D. This is an example of creating a new product by ____________. Product development strategy B. A. Corporate names 20) Brands can play a number of specific roles within a company s brand portfolio. using what kind of brand strategy with Scion products? A. Promotional statements 24) Mazda s Miata convertible originally drew the most interest from women between the ages of 35-55. This was a classic example of _________________. Might contribute to overexposure of the brand C.D. High-end. Cash cow C. a __________ is positioned with respect to competitors brands so tha t more important and profitable brands retain their desired positioning. the maker of the Scion brand. Open pricing statements C. entry level brand B. Mazda beefed up t he model with heavier shocks and a faster engine. rente d. prestige brand D. Repositioning C. Blanket family names B. The development of a new product line 25) For $15 a day. Provides more opportunities with new customers 22) In 2003. or supplied to other customers. Warranties D. Line cannibalization B. A. General guarantees B. A. 18) The ____________ consists of all the organizations that acquire goods and se rvices used in the production of other products or services that are sold. Institutional market B. The practice of establishing strategic partnerships between manufacturers and their suppliers. and then emphasized performanc e in its advertising. Line stretching 23) ___________ are formal statements of expected product performance by the man ufacturer. In order to interest more potential customers in the roadster. Individual names D. Toyota introduced its Scion brand with the aim of bringing younger buyers into the family. Helps position new products B.

Category killer B. Select a pricing objective 31) When Cyler goes to do his grocery shopping for the week he also likes to dro p off his finished rolls of film and visit the bank at the same time. The first thing Scotty should do when setting the store s prices is to ___________ _. Hypermarket 32) Which of the following is NOT one of the four levels of retail services ment ioned in the text? A. wh eels. He would also like the idea of having a package mailing service to use while he is shopping. Value augmented by perception B. Select a pricing method D. Pure service B. Setting prices independently of the rest of the market mix B. Self-selection D. and skateboarding related collectibles. Major service with accompanying minor goods and services B. This is an example of _______________. Hybrid D. A. The service Chlena provides is an example of a _____________. Pure service 28) When customers buy on the basis of a reference price or because the price co nveys a particular quality image to them. trucks. they are being influenced by _________ ___. Pure service D. Tangible good with accompanying services 27) Best Buy will often try to sell the buyer of a high end television monitor a n extended warranty. Superstore D. Value pricing C. Combination store C. clothing. The going rates of competitors D. A. Staffed service C. Hybrid 26) Which of the following best describes the category in which the offering s ser vice mix is distinguished? People patronize restaurants for both food and service . Ignoring costs when setting prices D. A. A. A. Tangible good with accompanying service C. Self-service B. Limited service . Hybrid D. videos. A. Tangible good with accompanying services C. The psychology of pricing 29) A common mistake in pricing is ____________________. Cyler would enjoy doing his grocery shopping at a _______________. Determine her target market B. Pure tangible good C. Considering price and price competition as a key problem in marketing 30) Scotty is in the process of opening Suburban Legends SK8S to sell boards. Revising prices too often C. A. Pure tangible good B.ur pet while you are on vacation. Estimate costs C.

Horizontal marketing system B. A. Each store carries several product lines and each line is managed separately by a specialist buyer or merchandiser. This is an example of a(n) _____________. Price policies C. A. A. Territorial rights B. Magazine D. Sharing the risks D. Department store 34) Which is the last major decision in international marketing? A. Credibility and prestige are important. Informative B. Reinforcement D. Deciding how to enter the market C.33) Belk is a chain of stores found primarily in southern United States. Conditions of sale 37) Advertising for Advil pain reliever shows Advil is superior to Tylenol. A. Deciding on the marketing program D. This is an example of _________advertising. Combination store D. Persuasive 38) Assume you are advertising very expensive authentic Turkish carpets to upsca le investors in Germany. Administered vertical marketing system C. Deciding on the marketing organization B. A. they tend to dominat e some members in the channel. Deciding which markets to enter 35) Because of Coca-Cola s size and power in the marketplace. Be lk s is an example of a ____________. The best medium for your advertising mes sage is _____________. This allows them to require strong cooperation from resellers who carry Coke pro ducts. A. Persuasive C. Superstore B. Direct mail B. high-priced clothing and wonders if they got the value for their money. Newspapers 39) Abercrombie & Fitch could use __________ advertising to reduce the cognitive dissonance experienced by someone who recently purchased its brand of high-fash ion. Television C. This is an example of ___________ within channel relations. Corporate vertical marketing system D. Reminder D. Informative B. McRae s offers many types of customer service and its prices reflect that fact. Comparative . Descriptive C. Factory outlet C. Contractual vertical marketing system 36) McDonald s franchisees get a small discount when they pay their bills for supp lies within the first seven days (when the due date is 30 days after delivery).

A. and mai ntain systems and software. Personal selling D. This is part of what kind of communications platform? A. Business-to-business C. keyboards. Advertising C. Andi places the winning bid on a vase at an auction. delivering. It has only one source B. Experiences B. This is most indicative of the __________ concept. Macromarket D. mutually satisfying relationsh ips with key parties customers. Ofeera buys a sweater at a flea market D. puts a grea t deal of effort into expanding production of chips to drive down cost and thus expand the market. Product B. It interferes with intended communication 42) Bradford Soap. A. Rhode Island. Marketspace 44) __________ marketing aims to build long-term. and growing customers through creating. coaxial cables. Sales promotion D.40) Which of the following is NOT a major mode of communications in the marketin g communications mix? A. suppliers. It is controllable C. A. occasionally arra nges tours of their plant in Warwick. Kelly gives Bonnie a dozen cookies for walking her dog. Public Relations C. the second largest soap maker in the world. Metamarket B. Behavioral response D. monitors. keeping. Customer D. . repair. software. Anne donates money to the American Cancer Society. management D. segmentation 47) Which of the following is an example of a transfer? A. Ms. and those who install. C. Marketing 46) Marketing __________ is the art and science of choosing target markets and g etting. Satellite radio 41) Which is correct about noise in the communication process? A. hard drives. integration B. storage systems (disks. It mostly happens during the decoding stage D. internally C. Transaction-oriented B. Marketplace C. and communi cating superior customer value. Production C. Sales promotion 43) The computer _______________ consists of the manufacturers of computer memor y chips. portable USB media). Events and experiences B. B. modems. one of the largest producers of integrated circuit chips. Relationship 45) Intel. distributors in order to earn and retain their long-term preference and business. A.

Sales promotion 50) Within the last couple years several cosmetics manufacturers have introduced non-clumping mascara. Revlon should use ________ advertising to increase selective demand for its nonclumping mascara. analyze. and distribute needed. they decided they wanted to travel. An organized collection of comprehensive data about individual customers. A set of procedures and sources used by managers to obtain everyday informati on and relevant developments in the marketing environment. sort.48) Communication of customer satisfaction results should be done internally (in side the company or organization) for which of the following reasons? A. The evaluation forms are sent to the motel headqu arters where it becomes part of the motel s __________ systems. Communicating satisfaction findings externally would have little marketing va lue. they test all the amenities offered b y the motel and evaluate each. They found an ideal job that allows them to travel for free. 49) _____________ is the key ingredient in many marketing campaigns and consists of a diverse collection of incentive tools. C. timely. Revlon was one of these manufacturers. and accurate information to marketing decision maker s. Persuasive B. A. and reporting of data and findin gs relevant to a specific marketing situation. For these reasons. Reminder 51) Public policy makers have developed a substantial body of laws and regulatio ns to govern advertising. Descriptive C. B. Public relations D. pro spects. The social responsibility review 1) A marketing information system (MIS) consists of ___________. Asking network censors what to cut out of the communication C. Preparing a copy strategy statement D. A. Advertising C. equipment. C. To satisfy upper management that all is going well. and procedures to gather. 2) When Molly s parents retired. D. collection. To highlight good news and act on bad news. A. A. B. The creative development of the message B. Experiential research data C. Marketing intelligence . Personal selling B. Informative D. or suspects that is currently accessible for marketing purposes. evaluate. You should not communicate satisfaction results internally for ethical reason s. Accountability information system (AIS) D. The people. an important step in developing an advertising campaign is __ ___________. or quicker or greater purchase. A. The systematic design. mostly short term. but the only catch is they have to stay at Holiday Inns. Marketing research B. or particular products or services by consumers or trade. analysis. During each stay. D. designed to stim ulate trial.

B. more knowledgeable sale speople. ma rketing intelligence. True B. Motivating distributors to pass along important intelligence from the marketp lace. and reporting of data and findings relev ant to specific marketing situations is called marketing research. False 8) Marketing information systems are developed from internal company records. Reducing the product's monetary costs to the buyers. Increasing the service value Reducing the buyer's nonmonetary costs Increasing total customer value 12) Which of the following is NOT a component part of total customer value? A. D. a better product selection. D. analysis. Customer perceived value Customer relationship management Customer delivered value Total customer cost 11) Lowe's home improvement stores strive to have nicer. Collect the information Present the findings Compare data to government sources Define the problem and research objectives 7) The last step in marketing research is developing the research plan. and to maintain an impeccable image. A. False 9) The systematic collection. Setting up a consumer panel 6) All of the following are steps in the marketing research process EXCEPT: A. B. C. Watching how the stock market reacts to interest rate changes D. A. True B. C. A. C. B. B. D. the most popular ki . A. Services value Psychic value Product value Image value 13) Lee is constantly begging his mother to buy him an iPod because the most pop ular kids at his school all have one. and marketing research. For Lee. False 10) ______________ is the difference between a prospective customer's evaluation of all the benefits and costs of an offering and the perceived alternatives. A.2) Which of the following is NOT a step that might be used to improve the qualit y of a firm's marketing intelligence? A. D. His mother contends that he'll just break it or lose the music player if she buys it for him. C. Collecting competitive intelligence by buying a competitor's products B. These are all part of improving the offer via _____________. C. True B.

D. A. Demand elasticity and geographically concentrated suppliers B. 19) A ___________ is when a parent brand is used on a new product targeting a ne w market segment within a category currently served by the parent. The buyers for the business market are typically more geographically disperse d than those for the consumer market and the demand for products and services in the consumer market is unaffected by price fluctuations. geographically concentrated suppliers. rente d. A. C. and Native Americans are exa mples of: A. C. and budgetary constrai nts. C. Reference group Social class Subculture Demographic group 14) Which factors have the broadest and deepest influence on consumer behavior? A. C. D. Institutional market Consumer market Business market Government market 17) The institutional market is best described as having _____________. B. B.ds in his school are examples of a _______________. D. D. A. 18) Business buying behavior differs from consumer buying behavior in that _____ ____. B. D. Social Cultural Personal Psychological 15) Within the United States. B. Derived demand. C. B. The demand for business goods and services is derived from consumer's final d emand. Subcultures Psychologically defined groups Social classes Cultures 16) The ____________ consists of all the organizations that acquire goods and se rvices used in the production of other products or services that are sold. which varie s by industry and business. Mormons. Fewer people typically participate in or influence business buying decisions than in the consumer market. Low budgets and a captive clientele D. D. or supplied to other customers. Contract negotiations and fluctuating demand C. Southerners. C. B. [Answer Text]Businesses buy products to accomplish a single goal. A. A. Same company co-brand Category extension Line extension Joint-venture co-brand .

They are specialty goods 23) ___________ are formal statements of expected product performance by the man ufacturer. They are considered component materials" B. Most firms do not seek them directly C. t-shirts and hats to take home to family and friends who didn 't have the opportunity to go. A. D. C. A A A A hybrid pure service major service with accompanying minor goods and services tangible good with accompanying services 26) Which of the following best describes the category in which the offering's s ervice mix is distinguished? People patronize restaurants for both food and servi ce. B. they bought souvenirs. A. C. at the time.20) BMW. Blanket family names Separate family names Corporate names Individual names 21) When Apple introduced its popular iPod Nano model. Expected-potential-basic-augmented-core Core-basic-expected-augmented-potential Potential-augmented-expected-core-basic Basic-expected-augmented-core-potential 25) Mr. A. D. the most popular mp3 player in the marketplace. The experience of the Tse's is an example of whic h offering? A. D. Promotional statements Warranties General guarantees Open pricing statements 24) Marketers plan their market offerings at five levels. C. While there. D. the maker of the Mini Cooper brand. is using what kind of brand strateg y with its Mini products? A. it dropped its Mini iPod at the same time. B. D. B. C. Tse and his family took a vacation to Washington. What is the correct or der of the levels. D. Preemptive cannibalization A brand shake-out Product maturity CEO Steve Job's large ego 22) Painting and consulting are considered industrial goods because ____________ __. B. They facilitate developing and managing the finished product D. going from most fundamental to the level with the most benefi ts? A.C. B. This is an example of __________. D. C. A. The Mini was. C. Tangible good with accompanying services Pure tangible good Pure service Hybrid . B.

Each st ore carries several product lines and each line is managed separately by a speci alist buyer or merchandiser. McRae's offers many types of customer service and i ts prices reflect that fact. Th e earliest simple PCs were initially priced around $2. D. A. D. B. B. People were interested in buying them to make writing and editing easier. C. A. Wheel-of-retailing Retail life cycle Product life-cycle Service-assortment 33) Which of the following is NOT one of the four levels of retail services ment ioned in the text? A. Considering price and price competition as a key problem in marketing Revising prices too often Setting prices independently of the rest of the market mix Ignoring costs when setting prices 30) The introduction of a new product to the market using market-penetration pri cing is most likely to be successful when _____________.27) Characteristics a buyer can evaluate before purchase are called ____________ ___. Belk's is an example of a ____________. C. C. D. B. C. C. A. A. A. B. D. Experience qualities Search qualities Differentiation qualities Credence qualities 28) When introduced in the late 1970s. A. B. Market-skimming Cost-oriented Market-penetration Value-oriented 29) A common mistake in pricing is ____________________. D. D. Self-service Staffed service Limited service Self-selection 34) Ayal and Zif argue that going into fewer countries is advisable when _______ . The manufacturers of the first PCs were probably using a _________ pricing strategy. Superstore Factory outlet Department store Combination store 32) A concept in retailing that helps explain the emergence of new retailers is called the ___________ hypothesis. personal computers had large initial dema nd. C. C. B.500. There must be no existing demand for the product The unit costs of producing a small volume of the product are high The high price communicates nothing to potential buyers The market is highly price sensitive 31) Belk is a chain of stores found primarily in southern United States. B. D.

D. A. This is an example of ___________ within channel relations. D. C. and income size and growth are high in the initial countri es chosen. C. A. Zhao is considering her ________________. and population growth is low in the init ial countries chosen. A. income size. they tend to domin ate some members in the channel. Population is low. Creative development and execution Media selection Marketing plan Plan of attack 40) Which of the following would NOT be considered part of a marketing communica tions program? A. Conditions of sale Territorial rights Price policies Sharing the risks 37) Abercrombie & Fitch could use __________ advertising to reduce the cognitive dissonance experienced by someone who recently purchased its brand of high-fash ion. B. C. Credibility and prestige are important. B. A sales promotion B. high-priced clothing and wonders if they got the value for their money. Newspapers Direct mail Television Magazine 39) Zhao is advertising her import-export business and wants to find the most co st-effective way of delivering the desired number and types of message exposures to her target audience. B. Horizontal marketing system Contractual vertical marketing system Administered vertical marketing system Corporate vertical marketing system 36) McDonald's franchisees get a small discount when they pay their bills for su pplies within the first seven days (when the due date is 30 days after delivery) . D. Population. A. This allows them to require strong cooperation from resellers who carry Coke products. income size and growth are low in the initial countries chosen. Personal selling . B. and growth are high in the initial countries chosen. D. Comparative Informative Persuasive Reinforcement 38) Assume you are advertising very expensive authentic Turkish carpets to upsca le investors in Germany. C. The best medium for your advertising message is _____________. B. D. C. This is an example of a(n) _____________ . D. Population and income size are high. A. A. Population.____. C. 35) Because of Coca-Cola's size and power in the marketplace. B.

B. and growing customers through creating. A. C. and mai ntain systems and software. B. 47) Marketing __________ is the art and science of choosing target markets and g etting. coaxial cables. A. monitors. Transaction-oriented Relationship Business-to-business Behavioral response 46) Which of the following is most closely associated with a proactive marketing orientation? A. one of the largest producers of integrated circuit chips. puts a grea t deal of effort into expanding production of chips to drive down cost and thus expand the market. D. A. portable USB media). Brand contact D. D. C. software. B. D. mutually satisfying relationsh ips with key parties customers. B. An event sponsorship 41) __________________ are the means by which firms attempt to inform. repair. It involves delivering superior value. suppliers. It is about understanding and meeting customers' expressed needs. The marketer focuses on the customers' latent needs. D. Satellite radio Events and experiences Advertising Sales promotion 43) The computer _______________ consists of the manufacturers of computer memor y chips. Metamarket Marketspace Marketplace Macromarket 44) Intel. Product Marketing Production Customer 45) __________ marketing aims to build long-term. C. management . keeping. Marketing communications Sales promotions Mass communications Brand images 42) Which of the following is NOT a major mode of communications in the marketin g communications mix? A. and communi cating superior customer value. C. hard drives. and those who install. C. delivering. A. storage systems (disks. distributors in order to earn and retain their long-term preference and business. B. D. keyboards. It represents the make and sell philosophy.C. This is most indicative of the __________ concept. C. D. and remind customers about the products and brands they sell. persuade. B. A. modems.

B.B. D. D. B. C. and afterno on teas for the new mothers and their families? A. What ty pe of advertising would hospitals most likely use to advertise their new ameniti es like Jacuzzis in every room. Cash cow Flanker High-end. A. C. C. The creative development of the message The social responsibility review Preparing a copy strategy statement Asking network censors what to cut out of the communication 50) Within the last couple years several cosmetics manufacturers have introduced non-clumping mascara. 49) Public policy makers have developed a substantial body of laws and regulatio ns to govern advertising. D. entry level brand 53) Which of the following is NOT an advantage of co-branding? A. B. Might contribute to overexposure of the brand Provides more opportunities with new customers Generates additional sales from the existing target market Helps position new products 54) Data published by the government and data purchased from outside suppliers c an improve the quality of a company's marketing intelligence efforts . D. Persuasive Reminder Informative Descriptive 51) Hospitals are engaged in intense competition to fill maternity beds. Revlon was one of these manufacturers. For these reasons. B. an important step in developing an advertising campaign is _____________. segmentation 48) Communication of customer satisfaction results should be done internally (in side the company or organization) for which of the following reasons? A. D. To highlight good news and act on bad news. internally D. C. filet mignon or lobster on the menu. For example. Communicating satisfaction findings externally would have little marketing va lue. B. You should not communicate satisfaction results internally for ethical reason s. A. A. C. a __________ is positioned with respect to competitors brands so th at more important and profitable brands retain their desired positioning. To satisfy upper management that all is going well. C. Revlon should use ________ advertising to increase selective demand for its non-clumping mascara. integration C. B. prestige brand Low-end. D. Persuasive Reminder Informative Descriptive 52) Brands can play a number of specific roles within a company s brand portfolio.

TRUE B. A. The service Chlena provides is an example of a _____________. Line Line Line Line featuring cannibalization stretching padding 58) Which of the following is NOT a step that might be used to improve the quali ty of a firm s marketing intelligence A. Company sales forecast Sales quota Company demand Market potential 56) For $15 a day. Watching how the stock market reacts to interest rate changes B. Tangible good with accompanying service Hybrid Major service with accompanying minor goods and services Pure service 57) In 2003. D. False 55) Which of the following best describes the unexpected level of company sales based on a chosen marketing plan and an assumed marketing environment A. Opinion leader Diversity marketing program Primary reference group Aspirational reference group 61) When SAP software added a Windows-style back button to its industrial invoice management software. A. water. C. Motivating distributors to pass along important intelligence from the marketp lace C. Chlena will go to your home and feed. C. A. C. B. B. This was a classic example of _________________. the new product ___________. Setting up a consumer panel 59) Typically. Toyota introduced its Scion brand with the aim of bringing younger buyers into the family. D. C. D. B. and play with yo ur pet while you are on vacation. FALSE 60. D. C. A(n) ________________ is likely to offer informal advice and information abo ut a product or product category A. B. Improved upon an existing product Used a new product line Used a marketing diversification strategy Added to an existing product line . Collecting competitive intelligence by buying a competitor s products D.A. B. D. companies budget about 11-12 percent of company sales for marketi ng research A. True B.

and accurate information to marketing decision maker s D. and procedures to gather. Deciding Deciding Deciding Deciding on the marketing which markets to how to enter the on the marketing program enter market organization noise in the communication process 63) Which is correct about A. Input from focus groups that was put together specifically to discuss their p erception of popularity of the hologram card series 65) A marketing information system (MIS) consists of ___________. they are being influenced by A. C. D. collection. evaluate. A. and reporting of data and findin gs relevant to a specific marketing situation C. An organized collection of comprehensive data about individual customers. It It It It mostly happens during the decoding stage interferes with intended communication is controllable has only one source 64) Which of the following is an example of primary data that would be used by T opps card company to determine popularity of its new hologram baseball card seri es? A. pro spects. D. The going rates of competitors Value augmented by perception The psychology of pricing Value pricing . sort. Collect the information Develop the research plan Define the problem and research objectives Make the decision based on the project outcomes 67) Toyota. B. D. B. D. C. Sales records for baseball cards gathered by the industry s trade council B. Individual names Blanket family names Separate family names Corporate names 68) When customers buy on the basis of a reference price or because the price co nveys a particular quality image to them. or suspects that is currently accessible for marketing purposes B. A set of procedures and sources used by managers to obtain everyday informati on and relevant developments in the marketing environment 66) The step in the marketing research process that includes determining who wil l be sampled is to A. The systematic design. An article about the hologram cards in a recent issue of Sports Illustrated C. C. the maker of the Scion brand. The people. and distribute needed. timely. C. using what kind of brand strategy with Scion products A. analysis. B.62) Which is the last major decision in international marketing? A. equipment. B. D. B. C. Data from sales records kept by exclusive dealers of Topp s hologram series D. analyze.

D. C. intense competition. and changing customer needs. better pricing. and may exhibit distinct product. Customer delivered value Customer perceived value Total customer cost Customer relationship management 75) Business buyers ______ A. brand. B. A. Total customer cost Total customer value Customer delivered value Customer perceived value 72) Lowe s home improvement stores strive to have nicer. She perceived Netflix to be a better source because of the enhanced selection. B. C. This is an example of ___________ within channel relations. A. and to maintain an impeccable image. B. C. more knowledgeable salesp eople. Netfli x has offered Echo better _________ than the local competition A. C. the responsive customer service emails she has received in answer to her online queries. and media preferences.69) A __________ pricing objective is suitable for a company that has overcapaci ty. B. D. a better product selection. Tend to be geographically concentrated with over half of them in seven states Are geographically as diverse as consumers Are largely concentrated in the southwestern United States Use geographical dispersion to keep shipping costs low . B. Subcultures Social classes Demographic groups Cultures 74) ______________ is the difference between a prospective customer s evaluation o f all the benefits and costs of an offering and the perceived alternatives. C. D. Sharing the risks Territorial rights Price policies Conditions of sales 71) About a year ago. D. Maximum current revenue Maximum sales growth Survival Maximum current profit 70) McDonald s franchisees get a small discount when they pay their bills for supp lies within the first seven days (when the due date is 30 days after delivery). B. C. B. D. A. A. These ar e all part of improving the offer via _____________. D. Reducing the buyer s nonmonetary costs Increasing total customer value Increasing the service value Reducing the product s monetary costs to the buyers 73) _____________ are relatively homogeneous and enduring divisions in society. D. and less effort compared to renting from the store in her town. A. C. Echo began renting her movies from Netflix.

C. D. T hey offer buyers a great deal of assistance and advice in making selections. Factory outlet Specialty store Department store Superstore 79) Convenience goods such as snack foods are sold through A. This is an example of a(n) _____________. telephone. B. D. D. D. Category killer Combination store Superstore Hypermarket 78) Best Buy stores carry a deep assortment of the latest electronics gadgets. D. B. Cyler would enjoy doing his grocery shopping at a _______________. A. A A A A movie theater weight loss clinic that provides the consumer with its own brand of food lawn mowing service car repair shop 77) When Cyler goes to do his grocery shopping for the week he also likes to dro p off his finished rolls of film and visit the bank at the same time.76) Which of the following is the best example of pure service A. C. Reminder Persuasive Descriptive Informative 82) Assume you are advertising very expensive authentic Turkish carpets to upsca le investors in Germany. He would a lso like the idea of having a package mailing service to use while he is shoppin g. A. C. A. or the Internet to communica . they tend to dominat e some members in the channel. C. B. email. D. B. Credibility and prestige are important. The best medium for your advertising message is A. This is an example of _________advertising. This allows them to require strong cooperation fr om resellers who carry Coke products. Horizontal marketing system Administered vertical marketing system Corporate vertical marketing system Contractual vertical marketing system 81) Advertising for Advil pain reliever shows Advil is superior to Tylenol. B. Direct mail Newspapers Magazine Television 83) This is the use of mail. B. fax. C. C. Bes t Buy would be an example of a A. D. Self-service Full-service Self-selection Limited service 80) Because of Coca-Cola s size and power in the marketplace. B. C.

C. B. repair. monitors. D.te directly with or solicit a response or dialogue from specific customers or pr ospects. D. the second largest soap maker in the world. Sales promotion Experiences Personal selling Events 85) The first computers originated for home use were only sold in kit form to te chnical enthusiasts who did their own assembly. At the time. B. portable USB media). Marketing Ethics Strategic planning Management 89) Which of the following is NOT one of the Ms in marketing A. coaxial cables. hard drives. C. Direct marketing Viral marketing Brand building Personal selling 84) Bradford Soap. D. metamediary is a physical marketplace 88) __________________ is/are an organization function(s) and a set of processes for creating. Demand was high and so were pric es. the firm offering these kits would likely have been using the _ _________ concept A. B. B. B. B. D. occasionally arra nges tours of their plant in Warwick. C. C. This is part of what kind of communications platform A. storage systems (disks. D. keyboards. B. Rhode Island. and delivering value to customers and for managing customer relationships in ways that benefit the organization and its shareholde rs A. Marketspace Metamarket Macromarket Marketplace 87) Which of the following is correct A. C. Management Measurement Money Mission . C. software. Production Market Technological Product 86) The computer _______________ consists of the manufacturers of computer memor y chips. communicating. and mai ntain systems and software A. modems. D. A. A A A A megamarket includes only suppliers metamarket is a huge store marketspace is a digital shopping area. C. D. and those who install.

B. Product development strategy Repositioning Market diversification strategy The development of a new product line 95) Which of the following best describes the category in which the offering s ser vice mix is distinguished? People patronize restaurants for both food and service . C. filet mignon or lobster on the menu. and afterno on teas for the new mothers and their families? A. Mazda beefed up the model with heavier shocks and a faster engine. C. Reach Frequency Iteration Impact 92) The business market differs from the consumer market in that _____________. A. Descriptive Informative Reminder Persuasive 91) The number of different persons exposed to a particular media schedule at le ast once during some specified time is the ___________ of an advertisement A. C. Pure service Pure tangible good Hybrid Tangible good with accompanying services 96) Best Buy will often try to sell the buyer of a high end television monitor a n extended warranty. B. It acquires goods and services in order to use them for another purpose as op posed to acquiring goods or services for personal consumption 93) Organizational buying is ______________. B. in less time. A way a company can produce a greater variety of high-quality products at low er cost. D.90) Hospitals are engaged in intense competition to fill maternity beds. . C. More product customization takes place in the consumer market D. The practice of establishing strategic partnerships between manufacturers and their suppliers 94) Mazda s Miata convertible originally drew the most interest from women between the ages of 35-55. In order to interest more potential customers in the roadste r. B. This is an example of creating a new p roduct by ____________. D. with less labor. D. A. The decision-making process by which organizations establish and satisfy thei r needs for goods and services. This is an example of _______________. What ty pe of advertising would hospitals most likely use to advertise their new ameniti es like Jacuzzis in every room. D. B. It is a much smaller market in dollar volume than the consumer market B. D. A. It is a much larger market with many more buyers than the consumer market C. A process by which organizations recognize their needs for goods and services C. and then e mphasized performance in its advertising. A.

C. D. True . A. B. The selling concept is practiced most aggressively with unsought goods. C. distributors in order to earn and retain their long-term preference and business. C. wh eels. Personal selling Advertising Public relations Sales promotion 100) Which of the following best describes the unexpected level of company sales based on a chosen marketing plan and an assumed marketing environment? A. A. D. Transaction-oriented Business-to-business Behavioral response Relationship 99) _____________ is the key ingredient in many marketing campaigns and consists of a diverse collection of incentive tools. Andi places the winning bid on a vase at an auction. C. Determine her target market Estimate costs Select a pricing method Select a pricing objective 98) __________ marketing aims to build long-term. B. Anne donates money to the American Cancer Society. The firs t thing Scotty should do when setting the store s prices is to ____________. C. D. D. mostly short term. D. Firms tend to practice this selling concept when they have overcapacity It always takes into account the greater societal good. clothing. or particular products or services by consumers or trade. Kelly gives Bonnie a dozen cookies for walking her dog. B. suppliers. B. A. B. or quicker or greater purchase. C. trucks. Ms. 102) Which of the following is an example of a transfer? A. designed to stim ulate trial. including using the Internet or taking advantage of local uni versity students who need business projects. C. B. D. A. Pure tangible good Tangible good with accompanying services Hybrid Pure service 97) Scotty is in the process of opening Suburban Legends SK8S to sell boards. It assumes that consumers must be coaxed into buying. B.A. videos. Ofeera buys a sweater at a flea market 103) Small companies can engage in marketing research in a number of creative an d affordable ways. Company sales forecast Sales quota Company demand Market potential 101) Which of the following is NOT true about the selling concept? A. D. and skateboarding related collectibles. mutually satisfying relationsh ips with key parties customers.

C. Marketing is concerned with generating a single exchange between a firm and a customer B. B. marketing means A. Loyalty Satisfaction Value-Delivery Deep-Satisfaction 108) The___________ includes all the experiences the customer will have on the w ay to obtaining and using the marketing offering. D. analysis. Marketing begins with anticipating potential customer needs C. D. D. B. and reporting of data and find ings relevant to a specific marketing situation facing the company is termed ___ ____________. Selling Much more than selling and advertising Producing and selling Advertising 106) Which of the following statements best describes the modern view of marketi ng A. A. B. C. it won t attract enough customers B. and maintain good re -sale value.B. C. D. The job of marketing is to get rid of whatever the company is producing D. collection. A. Top management Marketing intelligence Marketing research The sales reporting system 105) According to the text. D. This latter idea is related to Harley s _______? A. and financial services wit hin a firm 107) ____________has been defined as a deeply held commitment to re-buy or re-pa tronize a preferred product or service in the future despite situational influen ces and marketing efforts having the potential to cause switching behavior A. Marketing should take over production. If the company sets expectations too low. Additionally. Value proposition Value-delivery system Psychic cost Rational buying process 109) Buyers of Harley-Davidson motorcycles are promised more than just a vehicle they also are assured that the motorcycles will work well. C. B. C. the Harley-Davidson brand represents freedom to many cu stomers and potential customers. accounting. B. If marketers raise expectations too high. the buyer is likely to be disappoin ted . Warranty Brand promise Core positioning Guarantee of complete satisfaction 110) Which of the following is true? A. False 104) The systematic design.

D. D. B. household. A. even if customers do not va lue it D. basic marketing retroactive marketing Accountable marketing proactive marketing 116) Which is typically the most expensive step of marketing research process A. Customer relationship management Prospect identification Growing value equity Add-on selling 114) Which of the following is not part of either of the two main ways to streng then customer retention? A. D.C. D. Benjamin Franklin first talked about by it C. D. Good customer Sales customer Profitable customer Strong customer 112) Which is true of competitive advantage? A. D. C. create a database using the research results determine the best solution to the problem present the findings analyze the information . B. Companies that hope to endure must continually invent new advantages B. C. If marketers raise expectations too high. C. A customer advantage can be a customer advantage. B. or company. C. B. B. If the company sets expectations too low. C. selling and servicing that person. household. or company that overtime yields a revenu e stream that exceeds by an acceptable amount the marketers cost stream of attra cting. exceeding buyer expectations become s difficult D. make switching involve high search costs deliver high customer satisfaction make leavers forfeit all future customer opportunities make leavers lose their loyal-customer discounts or other privileges 115) Which is not one of the five levels of investment in customer relationship building? A. C. It is the ability to copy the best practices of other companies 113) _________ is the process of managing detailed information about individual customers and carefully managing all customer touch points to maximize customer lo yalty A. B. problem definition developing the research plan information collection information analysis 117) The last step in the marketing research process is to A. the buyer is likely to be disappoin ted 111) A ________ is a person.

B. D. C. B. market target market potential market available market 119) A _______________ is the set goal for a product line. D. C. company division. sales sales sales sales quota budget potential forecast 120) A(n) _______________ is a gathering of 6 to 10 people who spend a few hours with a skilled moderator to discuss a product. B. service. focus group intermediary team agent group consolidated group . or sales representative A. C. or other marketing enti ty A.118) The _______________ is the set of consumers who have a sufficient level of interest in a market offer A. D.