MARKETING ASSIGNMENT

Question 1
A research method in which a number of people are exposed to an idea or concept and the interaction of the people is observed is called a(n)

in-home interview.
mail-group survey.
focus-group interview.
shopping mall intercept interview.
chat room interview.

Question 2
Spam and privacy are both issues of concern related to

personal interview surveys.
telephone surveys.
shopping mall intercept interviews.
e-mail surveys.
online experimentation.

Question 3
A(n) ____ is a collection of information arranged for easy access and retrieval.

database
marketing information system
marketing decision support system
online information service
e-mail system

Question 4
When marketing researchers consider sampling techniques, they are preparing to collect ____ data.

census
statistical
internal secondary
external secondary
primary

Question 5
Quota sampling is most commonly used in

descriptive research.
population research.
surveys.
collecting primary data.
exploratory studies.

Question 6
Which step in the marketing research process follows collecting data?

Reporting research results
Implementing organizational change
Interpreting research findings
Designing the research project
Refining the research issue

Question 7
When a market researcher is using ethnographic techniques, he or she is engaging in

mail surveys.
personal interview surveys.
observation.
experimentation.
focus groups.

Question 8
The real value of marketing research to the organization can best be measured by

its immediate impact on profits.
the amount of time spent.
how much it costs.
improvements in the ability to make decisions.
the increase in sales volume or market share.

Question 9
Marketing research is a process designed to gather information

exclusively about a company's customers.
from the company's database.
not currently available to decision makers.
about the needs and desires of employees.
concerning the interpretation of the company's sales goals.

Question 10
Students from marketing research class collect data from three areas on campus. When they analyze their data the responses are very similar. The students can state they achieved which of the following?

reliability
causal relationships
validity
sampling
measurability

Question 11
When markets are comprised of people with differing product needs, the marketing manager should use a(n) ____ strategy.

concentrated or differentiated targeting
market-intensive
integrated
product-oriented
undifferentiated

Question 12
Company sales forecasts are least likely to be based on

executive judgment.
customer surveys or sales force surveys.
time series analysis.
market tests.
single-variable segmentation.

Question 13
After a firm has identified an appropriate targeting strategy, the next step in the target market selection process is

determining the demographic variables of the target market.
developing market segment profiles.
determining which segmentation variables to use.
selecting specific target markets.
evaluating relevant market segments.

Question 14
The three most commonly used psychographic segmentation variables are

personality, perception, and learning.
personality, perception, and behavior.
motives, attitudes, and lifestyles.
attitudes, personality, and perception.
personality, motives, and lifestyles.

Question 15
Population density and city size are ____ variables used for market segmentation.

geographic
demographic
psychographic
environmental
geodemographic

Question 16
A marketer that targets customers based on marital status and the presence and age of children is using

behavioristic segmentation.
lifestyle variables.
psychographic variables.
family life cycle.
phase of life segmentation.

Question 17
Variables such as geographic location, type of organization, customer size, and type of product usage are used to segment ____ markets.

consumer
business
government
international
most target

Question 18
When marketing research shows that a group of people does not desire a particular product, the people in that group

are a market.
do not have the ability to purchase the product.
do not have the authority to purchase the product.
are not a market for the product.
are a market but will not purchase the product.

Question 19
After an organization has determined which of the many segmentation variables it will use, the next step in the target market selection process is

evaluating each of the relevant market segments.
selecting the specific target markets.
reviewing the appropriate marketing strategy.
analyzing the interaction between segmentation variables.
developing market segment profiles.

Question 20
Age, rate of product use, location, and gender are all examples of common

demographic variables.
geographic characteristics.
targeting strategies.
psychographic variables.
segmentation variables.

Question 21
Doubts in a buyer's mind about whether the purchase decision made was the right one may occur during the

cognitive dissonance.
purchase.
evaluation of alternatives.
internal search.
postpurchase evaluation.

Question 22
Perception is a three-step process that involves

motivation, personality, and attitudes.
classifying, recording, and eliminating information received through the senses.
collecting, eliminating, and organizing information inputs.
selecting, organizing, and interpreting information inputs.
anticipating, classifying, and discarding information inputs.

Question 23
The three most widely recognized types of consumer problem solving are:

limited problem solving, extended problem solving, and routinized response behavior.
extended problem solving, enduring problem solving, and situational problem solving.
planned problem solving, impulse buying, and limited problem solving.
internal problem solving, external problem solving, situational behavior.
responsive behavior, planned behavior, and impulsive problem solving.

Question 24
A group of brands that a consumer views as alternatives for possible purchase is called a(n)

evoked set.
acceptance group.
brand preference.
selective retention group.
evaluation criteria.

Question 25
People's needs to grow, develop, and achieve their full potential are referred to by Maslow as ____ needs.

ego
esteem
self-actualization
social
safety

Question 26
A group becomes a reference group for an individual when that person identifies with this group so strongly that he or she

takes on many of the values, attitudes, or behaviors of group members.
becomes a formal member of the group.
becomes familiar with the group's activities.
seeks information from members of the group regarding buying decisions.
cannot control the strength of his or her involvement with the group.

Question 27
An unplanned buying behavior resulting from a powerful urge to buy something immediately is called

impulse buying.
habitual buying.
compulsive response behavior.
non-problem solving.
cognitive dissonance.

Question 28
Changing people's attitudes toward a firm and its marketing program is

simple when advertisements are used.
impossible, even if the firm uses advertisements.
a long, expensive, and difficult task that may require extensive advertising campaigns.
unnecessary, since consumer attitudes are of little importance.
rarely attempted through the use of marketing practice.

Question 29
____ are situational influences that include the characteristics and interactions of others who are present when a purchase decision is being made, such as friends, relatives, and salespeople.

Physical surroundings
Social surroundings
Purchase reasons
Buyer's momentary mood and condition
Pressures created by time factors

Question 30
When a consumer purchases products occasionally or needs information about an unfamiliar brand in a familiar product category, he or she will most likely engage in

enduring purchase behavior.
routinized response behavior.
extended problem solving.
impulse searching.
limited problem solving.

Question 31
Individuals and business organizations that purchase products for the purpose of making a profit either by using the products to produce other products or by using them in their operations are classified as ____ markets.

consumer
institutional
producer
government
reseller

Question 32
____ is(are) a major threat to the sales success of jointly demanded products.

Price changes
Shortages
Economic instability
Inventory buildup
Proliferation of brands

Question 33
Most business buying decisions are made by

one person.
a team of purchasing agents.
a firm's buying center.
inventory control personnel.
the sales force.

Question 34
Administrative assistants that control the flow of information to other people in the organization often play the ____ role in the buying center.

gatekeeper
user
influencer
buyer
controller

Question 35
The three purposes for which individuals or groups can use products in order for it to be considered a business market are

use in daily operations, end consumption, and resale.
direct use in producing other products, company travel, and end consumption.
resale, use in daily operations, and direct use in producing other products.
governmental, institutional, and reseller purposes.
making other products, selling to other businesses, making component parts.

Question 36
In a buying center, purchasing agents or purchasing managers are also known as

gatekeepers.
deciders.
buyers.
users.
influencers.

Question 37
____ analysis is a systematic evaluation of current and potential suppliers that focuses on many dimensions including price, product quality, delivery service, product dependability, and overall company reliability.

Value
Vendor
Buying center
Strategic
Cost

Question 38
Institutional markets are

intermediaries who resell goods to make a profit.
federal and state government units.
state or local government units.
consumers who buy products for their own use.
organizations that seek nonbusiness goals.

Question 39
Compared with consumer goods, marketers aiming at business customers

do not need to select target markets.
have an enormous amount of information available concerning potential customers.
have more difficulty in determining where their customers are located.
are restricted in the types of promotion they can use.
have more difficulty in estimating customers' purchase potentials.

Question 40
During the search for products and evaluating possible suppliers stage of the business buying decision process, marketers sometimes use ____ analysis to examine the quality, design, materials, and possibly item reduction in order to acquire the product in the most cost-effective way.

cost
value
profit
strategic
SWOT

Question 41
Which of the following alliances/agreements is the United States not a part of?

NAFTA
APEC
GATT
WTO
MERCOSUR

Question 42
Once a company makes a long-term commitment to a foreign market that has a promising political and economic environment, which of the following options then emerges as a possibility?

Exporting
Joint venture
Limited exporting
Direct ownership
Licensing

Question 43
The Grummond Group buys computer peripherals in industrialized countries and sells them to customers in developing countries. Grummond is most likely classified as a(n)

trading company.
strategic alliance.
joint venture.
licensee.
exporter.

Question 44
Maquiladoras are

exchange controls from central banks in Latin American countries.
production facilities in north-central Mexican states.
import-export agents of the Mexican government.
global marketing programs established in Latin American countries.
freight forwarders from Mexico.

Question 45
The role of export agents is to

bring buyers and sellers from different countries together and collect a commission for arranging sales.
purchase products from different companies and sell them to foreign countries.
help a firm to make direct investments in foreign countries.
contact domestic firms about the opportunities available in exporting.
arrange for licensing agreements between domestic and foreign firms.

Question 46
According to your text, ____ are small technology-based firms operating in international markets within two years of their establishment and realizing as much as 70 percent of their sales outside the domestic home market.

"natural globals"
"multinational corporations"
"born globals"
"born multinationals"
"multinational enterprises"

Question 47
The country with the highest GDP is

Japan.
the United Kingdom.
Brazil.
the United States.
China.

Question 48
A limit on the amount of goods an importing country will accept for certain product categories during a specified time period is called a(n)

exchange control limit.
embargo.
quota.
import tariff.
balance limit.

Question 49
Differences in standards of living, credit, buying power, and income distribution are all examples of ____ forces that must be considered in international marketing efforts.

economic
cultural
ethical
technological
legal

Question 50
The agreement between the United States, Canada, and Mexico that merges these three countries into one marketplace is called

EU.
MERCOSUR.
APEC.
NAFTA.
GATT.

Question 51
____ are people who comment on blogs or post ratings and reviews.

Collectors
Spectators
Joiners
Creators
Critics

Question 52
LinkedIn is a social networking site geared toward

Millennials.
teenagers.
singles.
professionals.
retired people.

Question 53
The most popular video-sharing website is

Flickr.
Facebook.
YouTube.
Wikis.
QQ.

Question 54
Which social networking site asks its members "What are you doing?"

LinkedIn
Facebook
MySpace
Twitter
Skyrocket

Question 55
The ability to obtain digital information is referred to as

accessibility.
addressability.
interactivity.
connectivity.
control.

Question 56
One of the fastest-growing areas in mobile technology is the creation of ____ that help consumers to access more information about businesses

applications (apps)
widgets
cookies
speed dials
texts

Question 57
____ are people who gather information and organize content generated by critics and creators.

Collectors
Spectators
Joiners
Creators
Critics

Question 58
Marketing strategists say businesses ____ consumers via social media

should connect to
should avoid recommendations from
should ignore the advice of
should stay away from
should control

Question 59
The average Facebook user becomes a fan of several ____ each month.

television shows
Fan Pages
Brand sheets
Promotional Folios
Facebook Leafs

Question 60
____ are web-based journals in which writers can editorialize and interact with other Internet users.

Bings
Googles
Blogs
Podcasts
Wikis.