Question 1

Basing market decisions on what a product will do rather than on consumer characteristics is called benefit segmentation.

Accepted Answer

A) True 
 B)False

Question 2

A marketer who took the city and the climate into consideration as marketing variables was concerned about which type of segmentation?

Accepted Answer

A)  geographic 
B)  demographic 
C)  benefit 
D)  volume

Question 3

Lee Robi has developed a dog shampoo that promotes softer fur and reduces shedding. He knows that there is a great demand for such a product, but he is puzzled as to how to distribute the product. Which of the four Ps is Robi concerned about?

Accepted Answer

A)  place 
B)  promotion 
C)  possession 
D)  production

Question 4

What is the condition of having beliefs or knowledge that are internally inconsistent or that disagree with one's behaviour?

Accepted Answer

A)  buying disconnect 
B)  cognitive dissonance 
C)  buying incongruence 
D)  post-shopping anxiety

Question 5

What are the first two steps in the consumer decision-making process?

Accepted Answer

The answer of What are the first two steps in...

Question 6

In which of the following does an interviewer interact with respondents, either in person or by mail, to obtain facts, opinions, and attitudes?

Accepted Answer

A)  secondary research 
B)  survey research 
C)  observation research 
D)  experimental research

Question 7

Aaron O'Hara bought a new pair of headphones because all of the "other guys" were buying them. O'Hara was influenced by which of the following factors?

Accepted Answer

A)  social 
B)  psychographic 
C)  individual 
D)  demographic

Question 8

What kind of segmentation is the publisher of Golf Digest magazine using?

Accepted Answer

The answer of What kind of segmentation is the publisher...

Question 9

Which of the following is research that monitors respondents' actions without direct interaction?

Accepted Answer

A)  survey research 
B)  secondary research 
C)  experimental research 
D)  observation research

Question 10

The seven-member Beauchamp family recently purchased a mini-van because the ads for a GM Horizon showed that it could haul eight or more people and still have room for books, bags, and sports equipment. GM Horizon was using which of the following forms of segmentation in its advertising?

Accepted Answer

A)  volume 
B)  psychographic 
C)  benefit 
D)  geographic

Question 11

What is information that has already been collected for a project, other than the current one, that can help to understand a situation or solve a problem?

Accepted Answer

A)  secondary data 
B)  primary data 
C)  existing data 
D)  established data

Question 12

What is the process used by organizations to track and organize information about current and prospective customers?

Accepted Answer

A)  customer analytics 
B)  customer loyalty management 
C)  customer retention and attraction 
D)  customer relationship management

Question 13

Why are cost competitive advantages not as long lasting as other kinds of competitive advantage?

Accepted Answer

The answer of Why are cost competitive advantages not as...

Question 14

Which of the following is NOT one of the four Ps?

Accepted Answer

A)  product 
B)  price 
C)  presentation 
D)  place

Question 15

Which of the following best describes customer satisfaction?

Accepted Answer

A)  It refers to the customer's feeling that a product has met or exceeded expectations. 
B)  It is most likely to be achieved by companies that have a production orientation. 
C)  It is the same as customer value. 
D)  It can occur even if the product does not meet customer expectations.

Question 16

Selling electric cars only in cities is an example of demographic segmentation.

Accepted Answer

A) True 
 B)False

Question 17

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

Accepted Answer

A)  It uses more direct channels of distribution. 
B)  It is lower in volume. 
C)  It bases the buying decision more on emotions than rational thought. 
D)  It is more geographically dispersed.

Question 18

Selling retirement plans to people over the age of 50 is an example of demographic segmentation.

Accepted Answer

A) True 
 B)False

Question 19

What is the number of people or businesses within a certain area?

Accepted Answer

A)  geographic dispersion 
B)  market density 
C)  population distribution 
D)  people volume

Question 20

Finding a competitive advantage, creating a marketing mix, applying marketing principles, and techniques is important for which of the following?

Accepted Answer

A)  governments 
B)  not-for-profit organizations 
C)  colleges and universities 
D)  countries

Exam 13: Marketing

Basing market decisions on what a product will do rather than on consumer characteristics is called benefit segmentation.

A marketer who took the city and the climate into consideration as marketing variables was concerned about which type of segmentation?

Lee Robi has developed a dog shampoo that promotes softer fur and reduces shedding. He knows that there is a great demand for such a product, but he is puzzled as to how to distribute the product. Which of the four Ps is Robi concerned about?

What is the condition of having beliefs or knowledge that are internally inconsistent or that disagree with one's behaviour?

What are the first two steps in the consumer decision-making process?

In which of the following does an interviewer interact with respondents, either in person or by mail, to obtain facts, opinions, and attitudes?

Aaron O'Hara bought a new pair of headphones because all of the "other guys" were buying them. O'Hara was influenced by which of the following factors?

What kind of segmentation is the publisher of Golf Digest magazine using?

Which of the following is research that monitors respondents' actions without direct interaction?

The seven-member Beauchamp family recently purchased a mini-van because the ads for a GM Horizon showed that it could haul eight or more people and still have room for books, bags, and sports equipment. GM Horizon was using which of the following forms of segmentation in its advertising?

What is information that has already been collected for a project, other than the current one, that can help to understand a situation or solve a problem?

What is the process used by organizations to track and organize information about current and prospective customers?

Why are cost competitive advantages not as long lasting as other kinds of competitive advantage?

Which of the following is NOT one of the four Ps?

Which of the following best describes customer satisfaction?

Selling electric cars only in cities is an example of demographic segmentation.

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

Selling retirement plans to people over the age of 50 is an example of demographic segmentation.

What is the number of people or businesses within a certain area?

Finding a competitive advantage, creating a marketing mix, applying marketing principles, and techniques is important for which of the following?