Question 1

A telephone interview collects primary data, and a follow-up interview to the same customer collects secondary data.

Accepted Answer

A) True 
 B)False

Question 2

Which of the following is an example of an individual factor that influences the consumer decision-making process?

Accepted Answer

A)  personality 
B)  neighbourhood 
C)  opinion leaders 
D)  family 
A)  personality 
B)  neighbourhood 
C)  opinion leaders 
D)  family

Question 3

Topik is a product that is sprayed on thinning hair to make hair appear thicker. The manufacturer considers its potential market to be blue-collar workers who earn less than $30,000 per year, are divorced, and like to think of themselves as weekend athletes. The manufacturer of Topik considers this group to be which of the following?

Accepted Answer

A)  population sample 
B)  demand group 
C)  utility market 
D)  target market 
A)  population sample 
B)  demand group 
C)  utility market 
D)  target market

Question 4

Revlon is in financial trouble; its total debt is 150 percent greater than its total assets. To increase sales, the cosmetics manufacturer hired actress Halle Berry to be its spokesperson. The company hopes Berry will act as which of the following influences on consumers?

Accepted Answer

A)  opinion leader 
B)  service provider 
C)  innovator 
D)  target recipient 
A)  opinion leader 
B)  service provider 
C)  innovator 
D)  target recipient

Question 5

Distribution strategy is another term for place strategy.

Accepted Answer

A) True 
 B)False

Question 6

What is a basic form of market segmentation that uses variables such as age, education, and income?

Accepted Answer

A)  benefit segmentation 
B)  demographic segmentation 
C)  population segmentation 
D)  psychographic segmentation 
A)  benefit segmentation 
B)  demographic segmentation 
C)  population segmentation 
D)  psychographic segmentation

Question 7

List the three basic marketing research techniques.

Accepted Answer

survey, ob

Question 8

When compared to the business market, the consumer market is best described by which of the following?

Accepted Answer

A)  It is more geographically dispersed. 
B)  It bases buying decisions more on rational thinking than on emotions. 
C)  It has fewer customers. 
D)  It uses more direct channels of distribution. 
A)  It is more geographically dispersed. 
B)  It bases buying decisions more on rational thinking than on emotions. 
C)  It has fewer customers. 
D)  It uses more direct channels of distribution.

Question 9

What is the first step in the buying process?

Accepted Answer

A)  craving for something 
B)  want or desire 
C)  need recognition 
D)  financial assessment 
A)  craving for something 
B)  want or desire 
C)  need recognition 
D)  financial assessment

Question 10

Which of the following is a specific group of consumers toward which a company directs its marketing efforts?

Accepted Answer

A)  package market 
B)  population sample 
C)  target market 
D)  demand group 
A)  package market 
B)  population sample 
C)  target market 
D)  demand group

Question 11

For the Mazda purchasing agent who buys materials needed to build the Mazda 6, the purchase of Mazda 6 windshields from a new supplier would require which of the following?

Accepted Answer

A)  conventional buying behaviour 
B)  extensive decision making 
C)  limited decision making 
D)  routine response behaviour 
A)  conventional buying behaviour 
B)  extensive decision making 
C)  limited decision making 
D)  routine response behaviour

Question 12

Which of the following is an example of an individual factor that influences someone's decision to buy a Dalmatian puppy?

Accepted Answer

A)  the fact their favourite movie is 101 Dalmatians 
B)  the person's culture 
C)  the person's personality 
D)  the person's mother's opinion 
A)  the fact their favourite movie is 101 Dalmatians 
B)  the person's culture 
C)  the person's personality 
D)  the person's mother's opinion

Question 13

Selling more rainwear in Vancouver than in Edmonton due to the annual rainfall is an example of which type of marketing segmentation?

Accepted Answer

A)  psychographic 
B)  demographic 
C)  geographic 
D)  psychological 
A)  psychographic 
B)  demographic 
C)  geographic 
D)  psychological

Question 14

What is another name for a competitive advantage?

Accepted Answer

differenti

Question 15

Which of the following best describes customer satisfaction?

Accepted Answer

A)  It is important only to companies that have a differential competitive advantage. 
B)  It is the same as customer value. 
C)  It determines what kind of marketing strategy will be used. 
D)  It refers to the customer's feeling that a product has met or exceeded expectations. 
A)  It is important only to companies that have a differential competitive advantage. 
B)  It is the same as customer value. 
C)  It determines what kind of marketing strategy will be used. 
D)  It refers to the customer's feeling that a product has met or exceeded expectations.

Question 16

Consumers will seldom buy products that jeopardize which of the following?

Accepted Answer

A)  their social stratus 
B)  their financial well-being 
C)  their health 
D)  their self-image 
A)  their social stratus 
B)  their financial well-being 
C)  their health 
D)  their self-image

Question 17

Which of the following marketing research techniques is being used when a company representative interviews parents to discover their attitudes toward washing clothes?

Accepted Answer

A)  experimental 
B)  observational 
C)  secondary 
D)  survey 
A)  experimental 
B)  observational 
C)  secondary 
D)  survey

Question 18

Which of the following best describes the marketing concept?

Accepted Answer

A)  It is primarily concerned with what the competition is doing. 
B)  It satisfies customers' wants and needs legally and responsibly. 
C)  It affects only an organization's marketing department. 
D)  It is concerned with the achievement of short-term goals. 
A)  It is primarily concerned with what the competition is doing. 
B)  It satisfies customers' wants and needs legally and responsibly. 
C)  It affects only an organization's marketing department. 
D)  It is concerned with the achievement of short-term goals.

Question 19

What is information collected directly from the original source to get more information about an opportunity or to solve a problem?

Accepted Answer

A)  demographic data 
B)  secondary data 
C)  psychographic data 
D)  primary data 
A)  demographic data 
B)  secondary data 
C)  psychographic data 
D)  primary data

Question 20

Which of the following is an example of social marketing?

Accepted Answer

A)  promotion for a beach party at a local bar 
B)  a campaign against the use of illegal drugs 
C)  advertisement for a new health food 
D)  an advertisement for e-Harmony 
A)  promotion for a beach party at a local bar 
B)  a campaign against the use of illegal drugs 
C)  advertisement for a new health food 
D)  an advertisement for e-Harmony

A telephone interview collects primary data, and a follow-up interview to the same customer collects secondary data.

Which of the following is an example of an individual factor that influences the consumer decision-making process?

Revlon is in financial trouble; its total debt is 150 percent greater than its total assets. To increase sales, the cosmetics manufacturer hired actress Halle Berry to be its spokesperson. The company hopes Berry will act as which of the following influences on consumers?

Distribution strategy is another term for place strategy.

What is a basic form of market segmentation that uses variables such as age, education, and income?

List the three basic marketing research techniques.

When compared to the business market, the consumer market is best described by which of the following?

What is the first step in the buying process?

Which of the following is a specific group of consumers toward which a company directs its marketing efforts?

For the Mazda purchasing agent who buys materials needed to build the Mazda 6, the purchase of Mazda 6 windshields from a new supplier would require which of the following?

Which of the following is an example of an individual factor that influences someone's decision to buy a Dalmatian puppy?

Selling more rainwear in Vancouver than in Edmonton due to the annual rainfall is an example of which type of marketing segmentation?

What is another name for a competitive advantage?

Which of the following best describes customer satisfaction?

Consumers will seldom buy products that jeopardize which of the following?

Which of the following marketing research techniques is being used when a company representative interviews parents to discover their attitudes toward washing clothes?

Which of the following best describes the marketing concept?

What is information collected directly from the original source to get more information about an opportunity or to solve a problem?

Which of the following is an example of social marketing?

Political Environment

Economic Environment

Social Environment

Technological Environment

International Environment

Entrepreneurship and Small Business

Understanding the Business

Forms of Business Ownership

Management and Leadership in Today’s Organizations

Designing Organizational Structures

Motivating Employees

Managing Human Resources and Labour Relations

Creating Marketing Strategies

Achieving World-class Operations Management

Accounting for Financial Success

Understanding Money and the Canadian Financial System

Finance

Filters

Exam 13: Marketing

A telephone interview collects primary data, and a follow-up interview to the same customer collects secondary data.

Which of the following is an example of an individual factor that influences the consumer decision-making process?

Revlon is in financial trouble; its total debt is 150 percent greater than its total assets. To increase sales, the cosmetics manufacturer hired actress Halle Berry to be its spokesperson. The company hopes Berry will act as which of the following influences on consumers?

Distribution strategy is another term for place strategy.

What is a basic form of market segmentation that uses variables such as age, education, and income?

List the three basic marketing research techniques.

When compared to the business market, the consumer market is best described by which of the following?

What is the first step in the buying process?

Which of the following is a specific group of consumers toward which a company directs its marketing efforts?

For the Mazda purchasing agent who buys materials needed to build the Mazda 6, the purchase of Mazda 6 windshields from a new supplier would require which of the following?

Which of the following is an example of an individual factor that influences someone's decision to buy a Dalmatian puppy?

Selling more rainwear in Vancouver than in Edmonton due to the annual rainfall is an example of which type of marketing segmentation?

What is another name for a competitive advantage?

Which of the following best describes customer satisfaction?

Consumers will seldom buy products that jeopardize which of the following?

Which of the following marketing research techniques is being used when a company representative interviews parents to discover their attitudes toward washing clothes?

Which of the following best describes the marketing concept?

What is information collected directly from the original source to get more information about an opportunity or to solve a problem?

Which of the following is an example of social marketing?

Political Environment

Economic Environment

Social Environment

Technological Environment

International Environment

Entrepreneurship and Small Business

Understanding the Business

Forms of Business Ownership

Management and Leadership in Today’s Organizations

Designing Organizational Structures

Motivating Employees

Managing Human Resources and Labour Relations

Creating Marketing Strategies

Achieving World-class Operations Management

Accounting for Financial Success

Understanding Money and the Canadian Financial System

Finance

Filters