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1)    _______ 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

 

2)         A ________ is “unpredictable, short-lived, and without social, economic, and political

significance.”

 A.        fad

 B.        fashion

 C.        trend

 D.        megatrend

 E.        style

 

3)         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

 

4)          The main demographic force that marketers monitor is(are) ________.

 A.        suppliers

 B.        competitors

 C.        communication (such as advertising)

 D.        government reports dealing with birth rates

 E.        population

 

5)          Which of the following would be the best illustration of a subculture?

 A.        A softball team.

 B.        A university alumni association.

 C.        Teenagers.

 D.        A Boy Scout troop.

 E.        Frequent flyers.

 

6)         ________ is the difference between the prospective customer’s evaluation of all the

benefits and all the costs of an offering and the perceived alternatives.

 A.        Failure avoidance rate

 B.        Report rating

 C.        Customer perceived value

 D.        Competitors market share rate

 

7)         A ________ customer is a person, household, or company that over time yields a revenue

stream that exceeds by an acceptable amount the company’s cost stream of attracting, selling, and servicing that customer.

 A.        profitable

 B.        semi-profitable

 C.        unprofitable

 D.        niche

 E.        target

 

8)      The aim of customer relationship management (CRM) is to produce high customer ______.

 A.        value

 B.        loyalty

 C.        profitability

 D.        satisfaction

 E.        equity

 

9)         Next to the customers in a modern customer-oriented organization chart, we would  expect to find the ________ of an organization.           

 A.        top management

 B.        marketing department

 C.        middle management

 D.        front-line people

 E.        service department

 

10)       If a company were to focus its marketing efforts on all the experiences the customer will

have on the way to obtaining and using the offering, it would be focusing its marketing efforts

on the customer’s ________.

 A.        perception system

 B.        cost versus benefit system

 C.        demand

 D.        psychological system

 E.        value-delivery system

 

11)       ________ is the study of how individuals, groups, and organizations select, buy, use, and

dispose of goods, services, ideas, or experiences to satisfy their needs and wants.

 A.        Target marketing

 B.        Psychographic segmentation

 C.        Psychology

 D.        Consumer behavior

 E.        Product differentiation

 

12)      The fundamental determinant of a person’s wants and behavior is the person’s ________.

 A.        psyche

 B.        national origin

 C.        culture

 D.        peer group

 E.        family tree

 

13)        Which of the following would be the best illustration of a subculture?

 A.        A religion.

 B.        A group of close friends.

 C.        Your university.

 D.        A fraternity or sorority.

 E.        Your occupation.

 

14)       People choose products that reflect and communicate their role and actual or desired

________ in society.

 A.        group

 B.        status

 C.        attitudes

 D.        beliefs

 E.        feelings

 

15)        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

 

16)       In ________ marketing, the seller engages in the mass production, mass distribution, and

mass promotion of one product for all buyers.

 A.        group

 B.        mass

 C.        general

 D.        segmented

 E.        differentiated

 

17)        A ________ consists of a group of customers who share a similar set of needs and wants.

 A.        market target

 B.        market group

 C.        market slice

 D.        market segment

 E.        market level

 

18)       The marketer ________ the segments; the marketer’s task is to identify the segments and

decide which one(s) to target.

 A.        plans

 B.        creates

 C.        does not create

 D.        rarely controls

 E.        controls

 

19)       If a marketing manager observes that his or her market shows no natural segments and

consumers seem to have roughly the same preferences, the marketing manager will most

likely be faced with a ________ preferences pattern.

 A.        homogeneous

 B.        heteregenous

 C.        diffused

 D.        clustered

 E.        scattered

 

.20)      Two broad groups of variables are used to segment consumer markets. One method uses

descriptive characteristics such as geography. The other method is to form segments by

looking at ________ considerations.

 A.        gender

 B.        income

 C.        cultural

 D.        interest

 E.        behavioral

 21)      If a marketer decides that segmenting a market based on neighbourhoods, the marketer will have chosen the ________ method of segmentation.

 A.        demographic

 B.        psychographic

 C.        geographic

 D.        cultural

 E.        social class

 

22)       Men and women tend to have different attitudinal and behavioral orientations, based partly on genetic makeup and partly on ________.

 A.        income

 B.        occupation

 C.        socialization

 D.        heredity

 E.        globalization

 

23)       To be useful, market segments must rate favorably on five key criteria. In the ________

criterion, effective programs can be formulated for attracting and serving the segments.

 A.        measurable

 B.        substantial

 C.        accessible

 D.        differentiable

 E.        actionable

 

24)       In evaluating different market segments, the firm must look at two factors: the segment’s

overall attractiveness and ________.

 A.        company’s objectives and resources

 B.        the product to be sold

 C.        the purchasing process

 D.        competition’s strategies

 E.        the global nature of the product

 

25)       In ________ marketing, the firm operates in several market segments and designs

different products for each segment.

 A.        segmented

 B.        undifferentiated

 C.        differentiated

 D.        geodemographic

 E.        niche

 

 

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