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Question 1. Question
A marketer wanting to determine business buyer behavior is
most likely to ask which of the following questions?
Are buyers sensitive toward price changes in
What are the major influences on buyers?
Are niche markets more profitable than mass
How do interpersonal factors affect
Is the role of gatekeepers relevant in the
international business environment?
Question 2. Question
Mary Adams is helping her company develop a marketing
program for a new product line. The program is designed to appeal most to less
materialistic consumer groups who are likely to prize experience, not
acquisition. The marketing program is most likely designed to appeal to which
of the following demographic groups?
Lost Generation (Page Ref: 72
Question 3. Question
The marketing team of 7 Star Inc., a company manufacturing
smartphones, is currently studying the size, density, location, age, and
occupation of its target market. Which of the following environments is being
studied in this scenario?
Cultural environment (Page Ref: 70)
Question 4. Question
Dan has been directed to study the actors close to a company
that affect its ability to serve its customers, such as the company, suppliers,
marketing intermediaries, customer markets, competitors, and publics. In this
instance, Dan has been directed to study the __________ of the company.
political environment (Page Ref: 66)
Question 5. Question
Which of the following is the objective of causal research?
To test hypotheses about cause-and-effect
To gather preliminary information that will
help suggest hypotheses
To describe things, such as the market
potential for a product
To assign a cause to a seemingly random event
To predict the effect of a random event on
unrelated entities (Page Ref: 103)
Question 6. Question
Which of the following statements is true regarding
competitive marketing intelligence?
The advantage of using competitive marketing
intelligence is negligible.
The goal of competitive marketing intelligence
is to improve recruiting efforts.
Competitive marketing intelligence relies upon
costly internal databases.
Competitive marketing intelligence relies upon
publicly available information.
Companies using competitive marketing
intelligence routinely ignore consumers’ online chatter. (Page Ref: 101)
Question 7. Question
Which of the following is a common reason for new product
Incorrect estimation of the market size
Low product development costs
Ineffective social marketing campaigns
Low selling prices of products
Patent ownership exclusively held by the
company (Page Ref: 260)
Question 8. Question
Proposals related to __________ include promoting the use of
sustainable ingredients, recycling and reducing solid wastes, and managing
the right to be informed
preserving the world for future consumption
quality of life
the right to charge any price for the product
(Page Ref: 593)
Question 9. Question
Malcolm Sanders, a graduate student from Boston, makes
customized snowboards for local snowboarding enthusiasts. The demand for
snowboards peaks during the winter months, a busy time for Malcolm. He
advertises more aggressively and sells most of his snowboards around this time.
Which market segmentation approach does Malcolm most likely use?
Age and life-cycle segmentation (Page Ref: 196
Question 10. Question
Consumer products refer to __________.
products purchased by consumers for further
processing or for use in conducting a business
products and services bought by final
consumers for personal consumption
primarily intangible offerings from marketers
raw materials as well as manufactured
materials and parts
products that aid in the consumer’s production
or operations, including installations and accessory equipment (Page Ref: 226)
Question 11. Question
FlashFlix, a streaming movie service, created a blog to help
parents on budget plan “movie at home” parties for their kids and their
friends, offering prizes to the best blog story about how the family was coping
with a tight budget. To which environmental force is FlashFlix reacting?
Question 12. Question
Taking advantage of the trend in multi-generational housing,
Madison Builders is aggressively marketing its “home within a home” concept,
which features a grandparents’ mini-home incorporated into a large
single-family house. Which environmental force is Madison Builders counting on
for its future home sales?
Question 13. Question
The Farmer’s Pantry, an all-natural upscale grocery store,
tends to cater to a well-educated, upper-middle-class clientele. The stores use
streaming video from the farms and fishing boats that supply their products directly
to their customers’ phones via hash tags. What environmental force is Farmer’s
Question 14. Question
Casey has finally finished his Saturday chores and is
preparing for a little “me time” away from the house and family. He and his
wife have agreed on a budget of $50 for his weekly Saturday outings with his
buddies. They are debating whether to play golf, watch the game at the local
sports bar, or visit the car show as they only have funds for one of these.
What environmental force are Casey and his friends experiencing?
Question 15. Question
Responding to very strict “green” legislation, the chemical
firm Atticus Environmental is touting the safety of its consumer-based vegetable
garden insecticide, claiming it bio-degrades in 90 days, which is twice as fast
as required by the new law. Which environmental factor is the firm hoping to
leverage for additional sales?
Question 16. Question
The quantitative (numerical) segmentation factors that help
a marketing manager decide where, and to whom, to sell the firm’s products such
as age, race, gender, and income are known as:
Question 17. Question
Research and experience shows that most supermarkets are
able to draw customers from approximately a five mile radius; however, Trader’s
Joe’s draws from a much larger area due to their image and special products. If
Trader Joe’s uses this phenomenon in developing a persona for a group of
customers, this would be an example of what type of segmentation?
Question 18. Question
The firm that makes Betty Sue’s Down Home Pork Rinds found
that their best customers enjoy NASCAR, pro wrestling, family gatherings, and
are politically conservative. These are considered to be the __________ of the
psychographics or lifestyle
social planning elements
Question 19. Question
Patty’s Party Palace plans all year for their Halloween spectacular
specializing in adult versions of animated characters such as Snow White and
the Little Mermaid. Which subset of behavioristic segmentation would Patty most
Question 20. Question
Select the definition that best describes the concept of a
A set of psychological traits used in
A fictional name and set of characteristics
describing a market segment.
The demographic traits of a group of
A set of characteristics used in setting
A segmentation strategy based on the beliefs