1. All those individuals involved in a B2B purchasing decision are called the:
a. buying center.
b. empowerment group.
c. gatekeeper group.
d. purchase committee.
e. vendor group.
2. Celebrity product endorsements such as Danica Patrick's association with "Go Daddy" is an example of __________ .
a. modeling
b. instrumental conditioning
c. respondent conditioning
d. conation
e. classical conditioning
3. Amy and Jill are discussing going out to eat lunch. Before deciding on a choice, Tom suggests five possible alternatives to consider. This subset of alternatives is referred to as a(n) __________ .
a. unaided awareness set
b. consideration set
c. aided awareness set
d. evoked set
e. social set
4. Jill Johnson is attempting to carry out the problem definition phase of a marketing research project. Jill is not sure that she possesses a sufficient understanding of the problem environment to properly complete even this first phase of the project. She may attempt to improve her understanding of the problem and its environment by conducting:
a. exploratory research.
b. selective research.
c. descriptive research.
d. a causal study.
e. market tests.
5. Which of the following is NOT an advantage of segmentation and target marketing for an organization?
-allows assessment of demand potential
-defines the market for further analysis
-assists in positioning products
-increases the number of products a company produces
-increases sales effectiveness and efficiency
6. In the process of perception, Sensation (S), Interpretation (I), and Organization (O) are the elements that individuals use to determine their behaviors. In what order do they typically occur?
a. -0-S-I
b. -I-S-O
c. -I-O-S
d. -S-0-I
e. -O-I-S
7. When evaluating alternatives, consumers tend to use short-cuts to rank their choices by using:
a. friends and family
b. noncompensatory models
c. gut-level instinct
d. compensatory models
e. swot matrixes
8. AFLAC has developed a marketing mix strategy that is specifically directed at the U.S. market. This is known as a(n):
a. external factor
b. concentrated targeting strategy
c. target markets
d. undifferentiated targeting strategy
e. differentiated targeting strategy
9. In order to save time and/or costs, researchers may identify a representative group of city blocks for data collection. This approach is an example of:
a. cluster sampling.
b. nonprobability sampling.
c. frame sampling.
d. stratified sampling.
e. simple random sampling.