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Professional Development
University
Marketing (consumer markets &business markets)
40 questions
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- 1. Multiple Choice
In the model of buyer behavior, which of the following is NOT a major type of force or event in the buyer's environment?
economic
technological
social
political
- 2. Multiple Choice
Which of the following is the first stage in the new product adoption process?
awareness
adoption
evaluation
interest
trial
- 3. Multiple Choice
Factors such as a firm's objectives, procedures, and systems are examples of ________ influences on the business buyer behavior.
political
interpersonal
technological
organizational
cultural
- 4. Multiple Choice
Solutions selling ________.
is often a key business marketing strategy for winning and holding accounts
refers to a business buying situation in which the buyer purchases a product or service for the first time
refers to a business buying situation in which the buyer wants to modify product specifications, prices, terms, or suppliers
is equivalent to cold calling
refers to a business buying situation in which the buyer routinely reorders something without any modifications
- 5. Multiple Choice
In the beginning of the buying process, Timothy Perry, a product development manager, noticed that the raw materials that were being procured from his company's regular supplier were of poor quality. Consequently, he decided to change the existing supplier as a remedial measure. The stage of the buying process in which Timothy identified the quality breach represents the ________ stage.
problem recognition
general needs description
product specification
supplier search
performance review
- 6. Multiple Choice
________ consumers are the most brand conscious of all the ethnic groups, are extremely brand loyal, and shop frequently
African American
Native American
Hispanic American
Italian American
Asian American
- 7. Multiple Choice
________ may help shape product specifications, but their major role is to select vendors and to negotiate.
Gatekeepers
Deciders
Buyers
Influencers
Users
- 8. Multiple Choice
Companies can research many aspects of buying decisions. However, the one that is the most difficult to identify is ________.
what consumers buy
how and how much they buy
why they buy
when they buy
where they buy
- 9. Multiple Choice
Marketing stimuli consist of the four Ps. Which of the following is NOT one of these?
product
packaging
price
promotion
place
- 10. Multiple Choice
In new product buying, the users are often the ________.
monitors
influencers
gatekeepers
deciders
primary advertisers
- 11. Multiple Choice
Since a person's economic situation will affect her store and product choices, marketers watch trends in spending, personal income, interest rates, and ________.
employment
savings
home purchases
rents
fuel prices
- 12. Multiple Choice
________ refers to buying a packaged solution to a problem from a single seller, thus avoiding all the separate decisions involved in a complex buying situation.
Systems selling
Performance review
Problem recognition
Proposal solicitation
General need specification
- 13. Multiple Choice
Five characteristics are important in influencing an innovation's rate of adoption. Which of the following is NOT one of those characteristics?
relative advantage
compatibility
consumability
consumability
communicability
- 14. Multiple Choice
Generally, the consumer's purchase decision will be to buy the most preferred brand, but two factors can come between the purchase intention and the purchase decision. Which of the following is one of these factors?
economic risks
attitudes of others
cognitive dissonance
alternative evaluation
buyer's remorse
- 15. Multiple Choice
In ________, companies put their purchasing requests online and invite suppliers to bid for the business.
product specification
supplier search
reverse auctions
procurement
problem recognition
- 16. Multiple Choice
________ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert influence on others.
Opinion leaders
Innovators
Surrogate consumers
Stealth marketers
Lagging adopters
- 17. Multiple Choice
In several major cities in the United States, the ________ operates business service centers with staffs to provide a complete education on the way government agencies buy, the steps that suppliers should follow, and the procurement opportunities available.
Defense Logistics Agency
Federal Business Agency
Small Business Administration
General Services Administration
U.S. Commerce Department
- 18. Multiple Choice
Under ________, buyers share sales and inventory information directly with key suppliers who monitor and replenish the buyer's stock automatically as needed.
supplier selection
proposal solicitation
general need specification
vendor-managed inventory
procurement
- 19. Multiple Choice
Buyer responses are influenced by marketing stimuli. The responses to the stimuli include all of the following EXCEPT ________.
brand engagement
buying attitudes
purchasing behavior
buying preferences
the "why" regarding the responses
- 20. Multiple Choice
Opinion leaders are also referred to as ________.
leading adopters
lower uppers
innovators
lagging adopters
surrogate consumers
- 21. Multiple Choice
Among the generational groups in U.S population, the ________ are still the wealthiest generation in U.S. history.
baby boomers
Generation Xers
Millennials
echo boomers
Silent Generation
- 22. Multiple Choice
In a company, the job of a chief privacy officer is to ________.
ensure timely product deliveries
detect patent infringements and copyright violations
safeguard the privacy of a firm's customers
engage in niche marketing
safeguard the privacy of senior executives
- 23. Multiple Choice
Which of the following is true of the Millennials?
They are the children of baby boomers and were born between 1977 and 2000.
They control an estimated 70 percent of the disposable income in the United States.
They have reached their peak earning and spending years.
They were the first to grow up in the Internet era.
They are less immersed in technology than Gen Xers.
- 24. Multiple Choice
Which of the following is true about customer relationship management (CRM)?
Data mining has limited applicability in CRM activities.
Sophisticated analytical tools are sparingly used in CRM activities.
CRM reduces the number of customer touch points.
CRM aims to maximize customer loyalty.
CRM enables firms to compare various product and service categories.
- 25. Multiple Choice
________ involves gathering primary data by closely examining relevant people, actions, and situations.
Observational research
Survey research
Telephone interviewing
Causal research
Group interviewing
- 26. Multiple Choice
Information in a company's database can come from many sources. An advantage of harnessing such information is to ________.
eliminate employee turnover
achieve a high degree of employee empowerment
gain competitive advantage
gain access to mass markets
eliminate resource dependency
- 27. Multiple Choice
The ________ limits the number of commercials aired during children's programs.
Children's Online Privacy Protection Act
Child Protection Act
Fair Packaging and Labeling Act
Children's Television Act
Consumer Product Safety Act
- 28. Multiple Choice
The boom in Internet marketing has created a new set of social and ethical issues. Critics worry most about ________.
accessibility
puffery in advertising
online privacy issues
sustainability
issues pertaining to efficiency
- 29. Multiple Choice
Which of the following refers to a nonprobability sample in which the researcher finds and interviews a prescribed number of people in each of several categories?
quota sample
judgment sample
convenience sample
stratified random sample
simple random sample
- 30. Multiple Choice
Ralph Goldsmith works for Zenith Inc., a leading cosmetic company based in Illinois. At Zenith, Ralph's primary responsibility revolves around digging deeply into customer data to gain valuable insights about customer needs, motives, and attitudes. This data is, in turn, used by Zenith to personalize its customers' shopping experiences. Ralph's position at Zenith requires him to focus primarily on ________.
customer sales
human resource management
risk assessment
financial analysis
customer relationship management
- 31. Multiple Choice
Which of the following is true with regard to marketing research?
The marketing research process depends primarily on sophisticated internal databases.
The marketing research process requires assessing macroeconomic forces.
Marketing research gives marketers insights into customer motivations.
Marketing research eliminates the need for a SWOT analysis.
Marketing research is a simple two-step process.
- 32. Multiple Choice
The fact that people are dropping out of organized religion doesn't mean that they are abandoning their faith. Some futurists have noted a renewed interest in ________, perhaps as a part of a broader search for a new inner purpose.
interacting with nature
the fine arts
charitable giving
materialism
spirituality
- 33. Multiple Choice
Government markets consist of government agencies that buy goods and services ________.
to produce public services
to resell at a profit
for further processing
for personal consumption
that are generally of poor quality
- 34. Multiple Choice
The real value of marketing information lies in how it is used ________.
in determining selling prices for products
in analyzing budgets
in creating advertising campaigns
in the customer insights that it provides
in introducing a new product to the marketplace
- 35. Multiple Choice
An MIS user should most likely be able to ________.
implement new technology
increase order requests
develop customer insights
analyze employee turnover
establish short-term objectives
- 36. Multiple Choice
Which of the following is most likely influenced by marketers?
population shifts
core cultural values
income distribution
ethnic diversity
media
- 37. Multiple Choice
Which is NOT part of the company environment that influences marketing decisions?
accounting
engineering
manufacturing
sales
retailers
- 38. Multiple Choice
In CRM, ________ techniques are used to sort through data and locate useful findings about customers.
data warehousing
marketing analytics
niche marketing
data conservancy
mass marketing
- 39. Multiple Choice
Marketers should understand that people's core beliefs and values tend to be ________.
fixed
highly flexible
similar around the world
constantly and rapidly changing
easily influenced by secondary beliefs
- 40. Multiple Choice
Workers, managers, and members of the board are examples of ________ publics.
general
internal
local
citizen-action
media
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