101⟩ The place in the business buying behavior model where interpersonal and individual influences might interact is called the
* a) Environment
* b) Response
* c) Stimuli
* d) Buying center
Answer d
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173 Marketing Questions And Answers
102⟩ ______________ is a person s distinguishing psychological characteristics that lead to relatively consistent and lasting responses to his or her own environment.
* a) Psychographics
* b) Personality
* c) Demographics
* d) Lifestyle
Answer b
103⟩ When producers, wholesalers, and retailers act as a unified system, they comprise a
* a) Conventional marketing system
* b) Power-based marketing system
* c) Horizontal marketing system
* d) Vertical marketing system
Answer d
104⟩ One common misuse of marketing research findings in contemporary business is the tendency for marketing research to
* a) Become a vehicle for pitching the sponsor's products.
* b) Become a vehicle for discriminating in the marketplace.
* c) Become a means for raising prices.
* d) Become a means for unfair competition.
Answer a
105⟩ All of the following factors can affect the attractiveness of a market segment except
* a) The presence of many strong and aggressive competitors
* b) The likelihood of government monitoring
* c) Actual or potential substitute products
* d) The power of buyers in the segment
Answer b
106⟩ a(n) _______________ is a name, term, sign, symbol, or design, or a combination of these that identifies the maker or seller of a product or service.
* a) Product feature
* b) Sponsorship
* c) Brand
* d) Logo
Answer c
107⟩ If a government uses barriers to foreign products such as biases against a foreign company s bids, or product standards that go against a foreign company s product features, the government is using
* a) Protectionism
* b) Exchange controls
* c) Exchange facilitators
* d) Non-tariff trade barriers
Answer d
108⟩ If an advertiser wants flexibility, timeliness, good local market coverage, broad acceptability, and high believability, the advertiser will probably choose which of the following mass media types
* a) Newspapers
* b) Television
* c) Direct Mail
* d) Radio
Answer a
109⟩ If your company were to make light bulbs to be used in photocopiers, you would most likely be selling to a ________________ market.
* a) Reseller
* b) Business
* c) Government
* d) Service
Answer b
110⟩ The choice between high markups and high volume is part of which of the following retailer marketing decisions
* a) Target market decisions
* b) Product assortment and services decisions
* c) Pricing decisions
* d) Promotion decisions
Answer c
111⟩ The _______________ holds that consumers will favor products that are available and highly affordable (therefore, work on improving production and distribution efficiency).
* a) Product concept
* b) Production concept
* c) Production cost expansion concept
* d) Marketing concept
Answer b
112⟩ If Mark Mars pays Hershey Foods Corporation for the right to use their name on his line of T-shirts, then Mr. Mars is using which type of branding
* a) Licensed brand
* b) Manufacturer's brand
* c) Private brand
* d) Co-brand
Answer a
113⟩ ________________ has the advantage of being high in selectivity; low cost; immediacy; and interactive capabilities.
* a) Direct Mail
* b) Outdoor
* c) Online
* d) Radio
Answer c
114⟩ When personal interviewing involves inviting six to ten people to gather for a few hours with a trained interviewer to talk about a product, service, or organization, the method is called
* a) Selective sponsorship
* b) Probing
* c) Focus group interviewing
* d) The Delphi method
Answer c
115⟩ A _______________ is any activity or benefit offered for sale that is essentially intangible and does not result in the ownership of anything.
* a) Demand
* b) Basic staple
* c) Product
* d) Service
Answer d
116⟩ Joining with foreign companies to produce or market products and services is called
* a) Direct exporting
* b) Indirect exporting
* c) Licensing
* d) Joint venturing
Answer d
117⟩ The shrinking of distances due to technological advances such as computer and fax connections by telephone, are one characteristic of what new challenge to marketing?
* a) Rapid globalization
* b) The changing world economy
* c) The call for more socially responsible marketing
* d) The microchip revolution
Answer a
118⟩ The major advantage of survey research is its
* a) Simplicity
* b) Structure
* c) Organization
* d) Flexibility
Answer d
119⟩ A company is in the ______________ stage of the new product development process when the company develops the product concept into a physical product in order to assure that the product idea can be turned into a workable product.
* a) Product development
* b) Commercialization
* c) Marketing strategy
* d) Business analysis
Answer a
120⟩ If advertising constantly sends out messages about materialism, sex, power, and status, which of the following categories of social criticism most closely matches this problem
* a) Too much advertising
* b) Too few social goods
* c) Cultural pollution
* d) Too much political power
Answer c
