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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
consumer markets?
What are the major influences on buyers?
Are niche markets more profitable than mass
markets?
How do interpersonal factors affect
organizational performance?
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?
Generation X
Millennials
Echo Boomers
Silent Generation
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?
Demographic environment
Political environment
Economic environment
Technological environment
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.
macroenvironment
microenvironment
technological environment
demographic environment
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
relationships
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
failure?
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
energy consumption.
the right to be informed
consumer protection
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?
Gender segmentation
Psychographic segmentation
Occasion segmentation
Geographic segmentation
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?
Technological
Social
Political
Economic
Competition
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?
Technological
Social
Political
Economic
Competition
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
Pantry leveraging?
Technological
Social
Political
Economic
Competition
POOL 9
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?
Technological
Social
Political
Economic
Competition
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?
Technological
Social
Political
Economic
Competition
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:
lifestyle choices.
communications planning.
demographics.
market planning.
numeric profile.
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?
Psychographic
Demographic
Branded
Price
Geographic
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
market segment
demographics
psychographics or lifestyle
social planning elements
customer attributes
media choices
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
likely use?
Heavy/light user
Price
Psychographic
Occasion
Holiday
Question 20. Question
:
Select the definition that best describes the concept of a
persona.
A set of psychological traits used in
identifying advertising.
A fictional name and set of characteristics
describing a market segment.
The demographic traits of a group of
consumers.
A set of characteristics used in setting
price.
A segmentation strategy based on the beliefs
of consumer.
