1. During the ____ phase of the purchase process, the customer identifies that something is lacking.
a. purchase
b. pre-purchase
c. post purchase
d. preliminary
2. During the purchase phase for a new computer, Larry creates a _____ that includes Apple’s Macbook Pro and Microsoft’s Windows 7, but does not include Linux systems.
a. mindset
b. purchase set
c. consideration set
d. list
3. Which phase of the purchase process generates word of mouth?
a. customer evaluation
b. pre-purchase
c. purchase
d. post-purchase
4. Whether the buyer is a consumer or a business, the buying process is ____.
a. consistent
b. inconsistent
c. exhausting
d. simple
5. A ____ item is something that is purchased without much thought before the purchase.
a. quick
b. specialty
c. convenience
d. shopping
6. Company ABC is interested in better understanding how different groups of customers feel about its product. In order to do this, Company ABC will need to _____.
a. position its product in the market
b. segment the market
c. mass market
d. target market
7. Considering a continuum from “mass marketing” to “one-to-one marketing,” market segmentation is ________.
a. very close to “mass marketing”
b. very close to “one-to-one marketing”
c. in the middle
d. on a different continuum
8. As segments increase in size, it becomes _______ to satisfy them with the same product.
a. more difficult
b. easier
c. cheaper
d. more fun
9. _______ means that all customers are treated the same. This approach might sound attractive because it simplifies the marketing task, but it is usually unrealistic because customers differ.
a. One-to-one marketing
b. Gender marketing
c. Group marketing
d. Mass marketing
10. __________ means that each customer serves as his or her own segment. This approach sounds appealing from the customer point of view because the product would be tailored specially for each person’s idiosyncratic desires.
a. Geographic marketing
b. One-to-one marketing
c. Mass marketing
d. Psychological marketing