Question 1

How do employees benefit from successful marketing?

Accepted Answer

Their jobs and livelihoods are

Question 2

Unlike geographic variables, variables based on customer lifestyles, personality traits, motives, and values can be manipulated by the efforts of sophisticated marketers.

Accepted Answer

A) True 
 B)False

Question 3

The middlemen in a distribution channel are sometimes called ________.

Accepted Answer

A) wholesalers 
B) clerks 
C) salespeople 
D) assembly line workers 
A) wholesalers 
B) clerks 
C) salespeople 
D) assembly line workers

Question 4

Which of the following is NOT a promotional method used to inform and persuade targeted customers to buy a product?

Accepted Answer

A) personal selling 
B) publicity 
C) distribution 
D) direct marketing 
A) personal selling 
B) publicity 
C) distribution 
D) direct marketing

Question 5

The marketing concept changed the focus from finding the right customer for a product to producing the right product for a customer and doing it better than the competition by specifically focusing on all of the following EXCEPT ________.

Accepted Answer

A) realizing a profit by satisfying customers over the long term 
B) creating one product designed to meet the needs of all customers 
C) aligning all functions of the organization to meet or exceed customer needs 
D) identifying customer needs before the product is designed and produced 
A) realizing a profit by satisfying customers over the long term 
B) creating one product designed to meet the needs of all customers 
C) aligning all functions of the organization to meet or exceed customer needs 
D) identifying customer needs before the product is designed and produced

Question 6

"Place marketing" refers to the significance of good placement of print, television, and Web site ads in order to generate the best response rate.

Accepted Answer

A) True 
 B)False

Question 7

Marketing managers are responsible for making decisions about the marketing mix (the blend of the four Ps).

Accepted Answer

A) True 
 B)False

Question 8

When competition for customers became more intense during the Sales Concept Era, businesses began to ________.

Accepted Answer

A) undertake aggressive sales tactics to "push" their products 
B) focus on quality control measures to produce better quality products 
C) use marketing concepts from an earlier era 
D) take advantage of opportunities to market on the Internet 
A) undertake aggressive sales tactics to "push" their products 
B) focus on quality control measures to produce better quality products 
C) use marketing concepts from an earlier era 
D) take advantage of opportunities to market on the Internet

Question 9

The value of a product equals the ratio of the product's benefits to its costs.

Accepted Answer

A) True 
 B)False

Question 10

Social media sites such as Facebook and Twitter are unreliable sources of market research data because few customers use such sites to discuss business issues.

Accepted Answer

A) True 
 B)False

Question 11

A target market is a group of people who have completed surveys, questionnaires, or other response forms and have indicated an interest in the production of a new product.

Accepted Answer

A) True 
 B)False

Question 12

During which era did businesses switch their focus to place special emphasis on pleasing customers after the sale?

Accepted Answer

A) customer relationship era 
B) production concept era 
C) marketing concept era 
D) societal marketing era 
A) customer relationship era 
B) production concept era 
C) marketing concept era 
D) societal marketing era

Question 13

In a "seller's market" ________.

Accepted Answer

A) demand exceeds supply 
B) suppliers are anxiously looking for a wider range of outlets for their goods and services 
C) customers have the final choice on product specifications 
D) there is a limited demand for good quality products 
A) demand exceeds supply 
B) suppliers are anxiously looking for a wider range of outlets for their goods and services 
C) customers have the final choice on product specifications 
D) there is a limited demand for good quality products

Question 14

Marketing is an ongoing process of tweaking a business to satisfy customers in order to ensure quality, value, and repeat business.

Accepted Answer

A) True 
 B)False

Question 15

Once an organization has performed a complete situational analysis, including an evaluation of its internal strengths and weaknesses and the external opportunities and threats of the market environment, then it is ready to ________.

Accepted Answer

A) do market research 
B) expand sales over the Internet 
C) select its target market 
D) perform an audit of the organization's execution of its marketing mix 
A) do market research 
B) expand sales over the Internet 
C) select its target market 
D) perform an audit of the organization's execution of its marketing mix

Question 16

Marketers need to be aware of cultural and social differences before launching their products and campaigns.

Accepted Answer

A) True 
 B)False

Question 17

What are the five steps in the consumer buying process?

Accepted Answer

1. Need recognition
2. Informa

Question 18

The main function of marketing is

Accepted Answer

A) to contribute to the accuracy of a business's strategic plan. 
B) to successfully establish meaningful relationships with customers to ensure loyalty and repeat business. 
C) to develop the business's mission and vision. 
D) to ensure that manufacturing capacity of a firm is aligned with consumer demand. 
A) to contribute to the accuracy of a business's strategic plan. 
B) to successfully establish meaningful relationships with customers to ensure loyalty and repeat business. 
C) to develop the business's mission and vision. 
D) to ensure that manufacturing capacity of a firm is aligned with consumer demand.

Question 19

Market segmentation based on consumer characteristics such as benefit sought, brand loyalty, price sensitivity, and how a product is used are examples of what type of consumer market segmentation?

Accepted Answer

Behavioral. The market segmentation base

Question 20

Name and provide a brief description of the 4 Ps of marketing.

Accepted Answer

The description of the 4 Ps are:
Product

Exam 12: Marketing and Consumer Behavior

How do employees benefit from successful marketing?

Unlike geographic variables, variables based on customer lifestyles, personality traits, motives, and values can be manipulated by the efforts of sophisticated marketers.

The middlemen in a distribution channel are sometimes called ________.

Which of the following is NOT a promotional method used to inform and persuade targeted customers to buy a product?

The marketing concept changed the focus from finding the right customer for a product to producing the right product for a customer and doing it better than the competition by specifically focusing on all of the following EXCEPT ________.

"Place marketing" refers to the significance of good placement of print, television, and Web site ads in order to generate the best response rate.

Marketing managers are responsible for making decisions about the marketing mix (the blend of the four Ps).

When competition for customers became more intense during the Sales Concept Era, businesses began to ________.

The value of a product equals the ratio of the product's benefits to its costs.

Social media sites such as Facebook and Twitter are unreliable sources of market research data because few customers use such sites to discuss business issues.

A target market is a group of people who have completed surveys, questionnaires, or other response forms and have indicated an interest in the production of a new product.

During which era did businesses switch their focus to place special emphasis on pleasing customers after the sale?

In a "seller's market" ________.

Marketing is an ongoing process of tweaking a business to satisfy customers in order to ensure quality, value, and repeat business.

Once an organization has performed a complete situational analysis, including an evaluation of its internal strengths and weaknesses and the external opportunities and threats of the market environment, then it is ready to ________.

Marketers need to be aware of cultural and social differences before launching their products and campaigns.

What are the five steps in the consumer buying process?

The main function of marketing is

Market segmentation based on consumer characteristics such as benefit sought, brand loyalty, price sensitivity, and how a product is used are examples of what type of consumer market segmentation?

Name and provide a brief description of the 4 Ps of marketing.

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