Question 1

Marketing strategy begins with _____.

Accepted Answer

A)  market segmentation 
B)  targeting 
C)  conducting an outcomes assessment 
D)  objective setting 
E)  conducting a market analysis 
A)  market segmentation 
B)  targeting 
C)  conducting an outcomes assessment 
D)  objective setting 
E)  conducting a market analysis

Question 2

Which of the following is NOT a critical question for developing marketing communications?

Accepted Answer

A)  Who do we want to communicate with? 
B)  What effect do we want to have? 
C)  What message will achieve the desired result? 
D)  What media should we use? 
E)  All of the above are critical questions. 
A)  Who do we want to communicate with? 
B)  What effect do we want to have? 
C)  What message will achieve the desired result? 
D)  What media should we use? 
E)  All of the above are critical questions.

Question 3

Which term reflects the fact that most products in developed economies satisfy more than one need?

Accepted Answer

A)  multiplicity 
B)  duplicity 
C)  need array 
D)  need set 
E)  value proposition 
A)  multiplicity 
B)  duplicity 
C)  need array 
D)  need set 
E)  value proposition

Question 4

Barry is looking for a car that is dependable yet stylish enough to let others know that he has achieved a respectable status in his life and career. He also wants it to be a high-performance automobile. Dependability, status, and performance represent Barry's _____.

Accepted Answer

A)  self-image 
B)  need set 
C)  alter ego 
D)  unarticulated needs 
E)  lifestyle 
A)  self-image 
B)  need set 
C)  alter ego 
D)  unarticulated needs 
E)  lifestyle

Question 5

Which of the following is used to evaluate the attractiveness of various market segments?

Accepted Answer

A)  segment size 
B)  distribution available 
C)  fit with company image 
D)  cost to serve 
E)  all of the above 
A)  segment size 
B)  distribution available 
C)  fit with company image 
D)  cost to serve 
E)  all of the above

Question 6

Which of the following is a key aspect regarding consumer behavior?

Accepted Answer

A)  Organizations are applying theories and information about consumer behavior on a daily basis. 
B)  It is often necessary to conduct research. 
C)  Consumer behavior is a complex, multidimensional process. 
D)  Marketing practices designed to influence consumer behavior involve ethical issues that affect the firm, the individual, and society. 
E)  All of the above are key aspects. 
A)  Organizations are applying theories and information about consumer behavior on a daily basis. 
B)  It is often necessary to conduct research. 
C)  Consumer behavior is a complex, multidimensional process. 
D)  Marketing practices designed to influence consumer behavior involve ethical issues that affect the firm, the individual, and society. 
E)  All of the above are key aspects.

Question 7

The rise of social media has

Accepted Answer

A)  shifted power from marketers to consumers. 
B)  helped to strengthen the shift of power from consumers to marketers. 
C)  helped give rise to the development of online crowd seeking. 
D)  helped marketers like CVS listen and adapt to consumers in real time. 
E)  A and D 
A)  shifted power from marketers to consumers. 
B)  helped to strengthen the shift of power from consumers to marketers. 
C)  helped give rise to the development of online crowd seeking. 
D)  helped marketers like CVS listen and adapt to consumers in real time. 
E)  A and D

Question 8

Liz Claiborne is a brand of clothing, accessories, and home products. Brand managers at this company are trying to learn which internal influences impact their customers' needs and desires most. Which of the following is a possible internal influence these managers should examine?

Accepted Answer

A)  culture 
B)  personality 
C)  demographics 
D)  family 
E)  social status 
A)  culture 
B)  personality 
C)  demographics 
D)  family 
E)  social status

Question 9

Which of the following is an internal influence on consumer behavior?

Accepted Answer

A)  culture 
B)  family 
C)  attitudes 
D)  marketing activities 
E)  reference groups 
A)  culture 
B)  family 
C)  attitudes 
D)  marketing activities 
E)  reference groups

Question 10

According to the "Consumer Insight" in your text, buying auto insurance represents which form of consumption meaning?

Accepted Answer

A)  mundane 
B)  avoidance 
C)  innovative brands 
D)  function 
E)  none of the above 
A)  mundane 
B)  avoidance 
C)  innovative brands 
D)  function 
E)  none of the above

Question 11

Which of the following is NOT considered one of the firm's outcomes of the marketing strategy and consumer behavior process?

Accepted Answer

A)  product position 
B)  customer satisfaction 
C)  service 
D)  sales and profits 
E)  All of the above are considered outcomes for the firm. 
A)  product position 
B)  customer satisfaction 
C)  service 
D)  sales and profits 
E)  All of the above are considered outcomes for the firm.

Question 12

Darren is conducting a market analysis for his business, and he has asked your advice on what he should be analyzing. Which of the following should he consider at this step of marketing strategy development?

Accepted Answer

A)  the company's own ability to meet customer needs 
B)  competitors' capabilities and strategies 
C)  consumers' needs 
D)  conditions in the market 
E)  all of the above 
A)  the company's own ability to meet customer needs 
B)  competitors' capabilities and strategies 
C)  consumers' needs 
D)  conditions in the market 
E)  all of the above

Question 13

What is the first step in the consumer decision process?

Accepted Answer

A)  problem recognition 
B)  budget setting 
C)  information search 
D)  outlet selection 
E)  alternative evaluation and selection 
A)  problem recognition 
B)  budget setting 
C)  information search 
D)  outlet selection 
E)  alternative evaluation and selection

Question 14

List and briefly describe the four steps involved in market segmentation.

Accepted Answer

a. Identifying product-related need sets

Question 15

Harold is tasked with developing the marketing strategy for his family's business. What should he do first?

Accepted Answer

A)  segment the market 
B)  conduct a market analysis 
C)  decide on which segments to target 
D)  develop the marketing mix 
E)  set objectives 
A)  segment the market 
B)  conduct a market analysis 
C)  decide on which segments to target 
D)  develop the marketing mix 
E)  set objectives

Question 16

Product features, price, communications, distribution, and services together are often referred to as customer value.

Accepted Answer

A) True 
 B)False

Question 17

As part of developing your company's marketing strategy, you are tasked with analyzing the new-product capabilities, channel strength, advertising abilities, service capabilities, marketing research abilities, and market and consumer knowledge. Which aspect of your company's capabilities are you assessing?

Accepted Answer

A)  financial strength 
B)  marketing skills 
C)  general managerial skills 
D)  production capabilities 
E)  reputation 
A)  financial strength 
B)  marketing skills 
C)  general managerial skills 
D)  production capabilities 
E)  reputation

Question 18

The outcomes of a firm's marketing strategy are determined by its interaction with the consumer decision process.

Accepted Answer

A) True 
 B)False

Question 19

What is the first step in market segmentation?

Accepted Answer

A)  describe each group 
B)  group customers with similar needs sets 
C)  identify product-related need sets 
D)  select an attractive segment to serve 
E)  set objectives for segmenting 
A)  describe each group 
B)  group customers with similar needs sets 
C)  identify product-related need sets 
D)  select an attractive segment to serve 
E)  set objectives for segmenting

Question 20

Bob and his friends go out every weekend and drink until they get drunk. Then they drive home in that condition. Which type of consumption does this represent?

Accepted Answer

A)  injurious consumption 
B)  severe consumption 
C)  conspicuous consumption 
D)  unethical consumption 
E)  anti-social consumption 
A)  injurious consumption 
B)  severe consumption 
C)  conspicuous consumption 
D)  unethical consumption 
E)  anti-social consumption

Marketing strategy begins with _____.

Which of the following is NOT a critical question for developing marketing communications?

Which term reflects the fact that most products in developed economies satisfy more than one need?

Barry is looking for a car that is dependable yet stylish enough to let others know that he has achieved a respectable status in his life and career. He also wants it to be a high-performance automobile. Dependability, status, and performance represent Barry's _____.

Which of the following is used to evaluate the attractiveness of various market segments?

Which of the following is a key aspect regarding consumer behavior?

The rise of social media has

Liz Claiborne is a brand of clothing, accessories, and home products. Brand managers at this company are trying to learn which internal influences impact their customers' needs and desires most. Which of the following is a possible internal influence these managers should examine?

Which of the following is an internal influence on consumer behavior?

According to the "Consumer Insight" in your text, buying auto insurance represents which form of consumption meaning?

Which of the following is NOT considered one of the firm's outcomes of the marketing strategy and consumer behavior process?

Darren is conducting a market analysis for his business, and he has asked your advice on what he should be analyzing. Which of the following should he consider at this step of marketing strategy development?

What is the first step in the consumer decision process?

List and briefly describe the four steps involved in market segmentation.

Harold is tasked with developing the marketing strategy for his family's business. What should he do first?

Product features, price, communications, distribution, and services together are often referred to as customer value.

The outcomes of a firm's marketing strategy are determined by its interaction with the consumer decision process.

What is the first step in market segmentation?

Bob and his friends go out every weekend and drink until they get drunk. Then they drive home in that condition. Which type of consumption does this represent?

Cross-Cultural Variations in Consumer Behavior

The Changing American Society: Values

The Changing American Society: Demographics and Social Stratification

The Changing American Society: Subcultures

The American Society: Family and Households

Group Influence on Consumer Behavior

Perception

Learning, Memory, and Product Positioning

Motivation, Personality, and Emotion

Attitudes and Influencing Attitudes

Self-Concept and Lifestyle

Situational Influences

Consumer Decision Process and Problem Recognition

Information Search

Alternative Evaluation and Selection

Outlet Selection and Purchase

Post-Purchase Processes, Customer Satisfaction, and Customer Commitment

Organizational and Buyer Behavior

Marketing Regulation and Consumer Behavior

Filters

Exam 1: Introduction

Marketing strategy begins with _____.

Which of the following is NOT a critical question for developing marketing communications?

Which term reflects the fact that most products in developed economies satisfy more than one need?

Barry is looking for a car that is dependable yet stylish enough to let others know that he has achieved a respectable status in his life and career. He also wants it to be a high-performance automobile. Dependability, status, and performance represent Barry's _____.

Which of the following is used to evaluate the attractiveness of various market segments?

Which of the following is a key aspect regarding consumer behavior?

The rise of social media has

Liz Claiborne is a brand of clothing, accessories, and home products. Brand managers at this company are trying to learn which internal influences impact their customers' needs and desires most. Which of the following is a possible internal influence these managers should examine?

Which of the following is an internal influence on consumer behavior?

According to the "Consumer Insight" in your text, buying auto insurance represents which form of consumption meaning?

Which of the following is NOT considered one of the firm's outcomes of the marketing strategy and consumer behavior process?

Darren is conducting a market analysis for his business, and he has asked your advice on what he should be analyzing. Which of the following should he consider at this step of marketing strategy development?

What is the first step in the consumer decision process?

List and briefly describe the four steps involved in market segmentation.

Harold is tasked with developing the marketing strategy for his family's business. What should he do first?

Product features, price, communications, distribution, and services together are often referred to as customer value.

The outcomes of a firm's marketing strategy are determined by its interaction with the consumer decision process.

What is the first step in market segmentation?

Bob and his friends go out every weekend and drink until they get drunk. Then they drive home in that condition. Which type of consumption does this represent?

Cross-Cultural Variations in Consumer Behavior

The Changing American Society: Values

The Changing American Society: Demographics and Social Stratification

The Changing American Society: Subcultures

The American Society: Family and Households

Group Influence on Consumer Behavior

Perception

Learning, Memory, and Product Positioning

Motivation, Personality, and Emotion

Attitudes and Influencing Attitudes

Self-Concept and Lifestyle

Situational Influences

Consumer Decision Process and Problem Recognition

Information Search

Alternative Evaluation and Selection

Outlet Selection and Purchase

Post-Purchase Processes, Customer Satisfaction, and Customer Commitment

Organizational and Buyer Behavior

Marketing Regulation and Consumer Behavior

Filters