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    Chapter 10 Understanding Marketing Processes and Consumer Behavior

    CHAPTER 10Understanding Marketing Processes and Consumer Behavior

    Multiple Choice

    1. The process of planning and executing the conception, pricing, promotion, and distribution ofideas, goods, and services to create exchanges that satisfy individual and organizationalobjectives is calleda. financial planning.

    b. controlling.c. operations management.d. human resource management.e. marketing.

    e (page 280, easy)

    2. Which of the follo ing is included in the marketing mix!a. developing products

    b. pricing productsc. promoting productsd. placing productse. all of the above

    e (page 280, moderate)

    ". ############ compares a product$s benefits ith its costs.a. %tility

    b. &arketingc. 'alued. (xchangee. )ifferentiation

    c (page 280, easy)

    *. + product$s benefits includea. the emotional satisfaction associated ith o ning the product.

    b. the time re uired to purchase the product.c. the functions of the product.d. both a and b.e. both a and c.

    d (page 280, moderate)

    -. The benefits of a n/ ########## product are much greater than its costs.a. utility

    b. high0valuec. placementd. essentiale. premium

    b (page 280, moderate)

    !"

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    Chapter 10 Understanding Marketing Processes and Consumer Behavior

    . ########## is the ability of a product to satisfy a human ant or need.a. %tility

    b. (xchangec. 'alued. )ifferentiatione. unction

    a (page 280, easy)

    3. Which of the follo ing is 45T one of the four kinds of utility!a. o nership

    b. valuec. timed. forme. place

    b (page 280, moderate)

    6. Which of the follo ing best describes time utility!a. (mphasizing lasting relationships ith customers and suppliers.

    b. &aking products available hen consumers ant them.c. Transferring legal possession to the consumer.d. &aking products available here consumers can conveniently purchase them.e. Turning ra materials into finished products.

    b (page 280, moderate)

    7. Which of the follo ing best describes place utility!a. (mphasizing lasting relationships ith customers and suppliers.

    b. &aking products available hen consumers ant them.c. Transferring legal possession to the consumer.d. &aking products available here consumers can conveniently purchase them.e. Turning ra materials into finished products.

    d (page 280, moderate)

    18. Which of the follo ing best describes ownership utility!a. (mphasizing lasting relationships ith customers and suppliers.

    b. &aking products available hen consumers ant them.c. Transferring legal possession to the consumer.d. &aking products available here consumers can conveniently purchase them.e. Turning ra materials into finished products.

    c (page 280, moderate)

    11. Which of the follo ing best describes form utility!a. (mphasizing lasting relationships ith customers and suppliers.

    b. &aking products available hen consumers ant them.c. Transferring legal possession to the consumer.d. &aking products available here consumers can conveniently purchase them.e. Turning ra materials into finished products.

    e (page 280, moderate)

    !#

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    Chapter 10 Understanding Marketing Processes and Consumer Behavior

    12. 9roducts purchased for personal use are calleda. intangibles.

    b. consumer goods.c. industrial goods.d. industrial services.e. the advertising mix.

    b (page 281, easy)

    1". irms that sell products to consumers for personal consumption are engaged ina. industrial marketing.

    b. selling services.c. consumer marketing.d. relationship marketing.e. substitute marketing.

    c (page 281, moderate)

    1*. 9roducts used by companies to produce other products are referred to asa. industrial goods.

    b. consumer staples.c. consumer goods.d. services.e. substitute products.

    a (page 281, easy)

    1-. :a materials, integrated circuits, and surgical instruments area. substitute products.

    b. industrial goods.c. consumer goods.d. marketing goods.e. services.

    b (page 281, moderate)

    1 . irms that sell their products to other manufacturers are engaged ina. relationship marketing.

    b. selling personal goods.c. industrial marketing.d. service marketing.e. personal selling.

    c (page 281, moderate)

    13. ;ntangible products, such as time, expertise, or an activity that can be purchased, are calleda. industrial goods.

    b. personal goods.c. risky assets.d. services.e. complementary products.

    d (page 281, easy)

    !$

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    16. ;nsurance companies, airlines, investment counselors, health clinics, and public accountants allengage ina. personal selling.

    b. monopolistic practices.c. industrial selling.d. consumer marketing.e. service marketing.

    e (page 281, moderate)

    17. legal environmente. social>cultural environment

    a (page 281, moderate)

    2". ?ongressional hearings on the use of cell phones hile driving are an example of ############

    factors in a company$s external environment.a. political>legal

    b. social>culturalc. technologicald. economice. competitive

    a (page 281, moderate)

    !%

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    Chapter 10 Understanding Marketing Processes and Consumer Behavior

    2*. When marketing managers support the activities of political action committees 9+?s/, theyattempt to influence the ########### environment.a. competitive

    b. economicc. technologicald. social>culturale. political>legal

    e (page 282, moderate)

    2-. ;ntroducing a line of golf gear designed specifically for omen is a response to a trend in the ############ environment.a. competitive

    b. social>culturalc. political>legald. technologicale. economic

    b (page 282, moderate)

    2 . +s +mericans have become more concerned ith health and fitness, the number of health clubshas increased. This is a response to a trend in the ########### environment.a. competition

    b. technologyc. social>culturald. political>legale. economic

    c (page 282, difficult)

    23. ?ellular phones are an example of a n/ ########### factor affecting marketers.a. economic

    b. technological

    c. social>culturald. political>legale. competition

    b (page 282, moderate)

    26. The satellite dish and home television shopping provide examples of changes to hich of thefollo ing external environmental factors that affect marketing!a. economic

    b. competitionc. technologicald. political>legale. social>cultural

    c (page 282, moderate)

    !&

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    27. Which of the follo ing environmental factors include spending patterns by consumers, businesses, and governments!a. competition

    b. economicc. politicald. culturale. social

    b (page 282, moderate)

    "8. ;nflation, interest rates, recession, and recovery are factors that impact hich of the follo ingenvironmental factors!a. economic

    b. competitivec. sociald. legale. ethical

    a (page 282, moderate)

    "1. @reat Aritain$s decision not to adopt the ne euro is a factor in the ########### environment.a. economic

    b. competitivec. sociald. legale. ethical

    a (page 282, difficult)

    "2. Which of the follo ing types of competition has products that are dissimilar from those ofcompetitors, but can fulfill the same need!a. brand competition

    b. international competition

    c. the marketing mixd. substitute productse. economic products

    d (page 284, easy)

    "". itness programs and drug regimens to lo er cholesterol level are an example of a. brand competition.

    b. international competition.c. the marketing mix.d. substitute products.e. economic products.

    d (page 284, moderate)

    "*. ?ompetition based on buyersB perceptions of the benefits of products offered by particularcompanies is calleda. arbitrage.

    b. monopolistic competition.c. international competition.d. forced competition.e. brand competition.

    e (page 284, easy)

    !'

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    "-. Which of the follo ing occurs bet een similar products, such as auditing services provided bylarge accounting firms!a. international competition

    b. substitute competitionc. brand competitiond. monopolistic competitione. arbitrage

    c (page 284, moderate)

    " . The competition bet een ?oke and 9epsi is an example ofa. international competition.

    b. substitute competition.c. brand competition.d. economic competition.e. arbitrage.

    c (page 284, moderate)

    "3. Which of the follo ing matches the products of domestic marketers against those of foreigncompetitors!a. brand competition

    b. international competitionc. substitute competitiond. monopolistic competitione. arbitrage

    b (page 284, easy)

    "6. Which of the follo ing is 45T a part of the marketing mix!a. place

    b. promotionc. purchase

    d. pricinge. product

    c (page 284, moderate)

    "7. Which of the follo ing is a component of the marketing mix!a. place

    b. pricingc. pricingd. producte. all of the above

    e (page 284, easy)

    *8. + good, service, or idea designed to fill a consumer need is a n/a. price.

    b. firm.c. tangible good.d. intangible good.e. product.

    e (page 284, easy)

    !(

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    *1. The creation of a product or product image that differs enough from existing products to attractconsumers is calleda. consumption.

    b. consumerism.c. product differentiation.d. geographic centralization.e. promotion decision making.

    c (page 284, easy)

    *2. The popularity of 'olvo automobiles is based, in part, on successfula. aggregation.

    b. product differentiation.c. substitutions.d. production costs.e. economic differentiation.

    b (page 284, moderate)

    *". Celecting the most appropriate price at hich to sell a product is included as one of the marketingmix elements of a. product.

    b. place.c. pricing.d. promotion.e. none of the above.

    c (page 284, easy)

    **. =o prices generally lead toa. higher costs.

    b. lo er costs.c. larger sales volumes.

    d. lo er sales volumes.e. less competition.

    c (page 284, easy)

    *-. Dann Wenner has positioned Us magazine to compete itha. Newsweek .

    b. Rolling Stone .c. House Beautiful .d. People .e. Cosmopolitan .

    d (page 285, difficult)

    * . ;n the marketing mix, ########## refers to distribution.a. product

    b. promotionc. priced. placee. cost

    d (page 285, moderate)

    !)

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    *3. )ecisions about arehousing, inventory control, and transportation are a part of the ###########function.a. product

    b. promotionc. priced. placee. cost

    d (page 285, moderate)

    *6. )ecisions concerning holesalers and retailers relate to distributiona. price.

    b. promotion.c. channels.d. advertising.e. production.

    c (page 285, moderate)

    *7. The techni ues for communicating information about products are referred to asa. product.

    b. promotion.c. price.d. place.e. cost.

    b (page 286, easy)

    -8. The most highly visible component of the marketing mix isa. promotion.

    b. price.c. place.d. product.

    e. revenues.a (page 286, moderate)

    -1. @roups of people ith similar ants and needs area. price points.

    b. target markets.c. distribution points.d. destination points.e. channels.

    b (page 286, easy)

    -2. The ########### for minivans is mothers ith children.

    a. position b. market segmentationc. channeld. target markete. variable

    d (page 286, difficult)

    !10

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    -". )ividing a market into categories of customer types is calleda. market segmentation.

    b. positioning.c. pricing.d. demographic variance.e. product marketing.

    a (page 286, easy)

    -*. &arket segmentation isa. a marketing strategy that emphasizes long lasting relationships ith customers.

    b. the process of dividing a market into categories of customer types.c. the study of consumer needs and ants, and the ays in hich sellers can best meet

    them.d. the process of collecting, storing, and retrieving data in electronic files.e. the process of fixing, adapting, and communicating the nature of the product itself.

    b (page 286, moderate)

    --. ;n marketing, the process of fixing, adapting, and communicating the nature of the product itselfis calleda. pricing.

    b. geographic distribution.c. positioning.d. personal selling.e. public relations.

    c (page 286, easy)

    - . 9ositioning isa. a marketing strategy that emphasizes long lasting relationships ith customers.

    b. the process of dividing a market into categories of customer types.c. the study of consumer needs and ants, and the ays in hich sellers can best meet

    them.d. the process of collecting, storing, and retrieving data in electronic files.e. the process of fixing, adapting, and communicating the nature of the product itself.

    e (page 286, moderate)

    -3. ;n identifying market segments, hich of the follo ing influence consumer behavior!a. geographic influences

    b. demographic influencesc. psychographic influencesd. all of the abovee. none of the above

    d (page 286, moderate)

    -6. 'ariables from countries to neighborhoods that may be considered in developing a segmentationstrategy are called ######### variables.

    a. psychographic b. geographicc. product used. demographice. pricing

    b (page 286, moderate)

    !11

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    -7. + plan to market do n0filled parkas in rural &innesota reflects ############ segmentation.a. psychographic

    b. geographicc. product used. demographice. pricing

    b (page 286, moderate)

    8. Which of the follo ing types of variables describe populations and identify traits, such as age,income, gender, and marital status!a. price

    b. productc. geographicd. psychographice. demographic

    e (page 286, moderate)

    1. Eia, Fyundai, and )ae oo have been successful marketing cars in the %.C. to younger buyersith limited incomes. These companies are using ########## segmentation.

    a. price b. productc. geographicd. psychographice. demographic

    e (page 287, moderate)

    2. =ifestyles, opinions, interests, and attitudes are referred to as ########### variables.a. geographic

    b. demographicc. psychographic

    d. pricinge. product use

    c (page 287, easy)

    ". Aurberry is repositioning itself as a global luxury brand, such as @ucci and =ouis 'uitton, andcalls for luring a different type of customer. This is an example of hat type of market segmentation!

    a. geographic b. demographicc. psychographicd. product usee. production

    c (page 287, moderate)

    *. ########### , automobile versions of electronic entertainment systems, are expected to be in68 percent of all ne cars by 2883.a. +xioms

    b. Technographicsc. )ifferentiation systemsd. Telematicse. 9lasmatics

    d (page 288, difficult)

    !1"

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    -. ########### variables refer to the ay in hich consumers use a product, the benefits theyexpect, their reasons for purchasing, and their loyalty to it.a. @eographic

    b. )emographicc. 9sychographicd. Aehaviorale. 9roduction

    d (page 288, easy)

    . + shoemaker ho produces athletic, casual, and dress shoes is practicing ##########segmentation.a. geographic

    b. demographicc. psychographicd. behaviorale. production

    d (page 288, moderate)

    3. ########### is the study of consumer needs and ants, and the ays in hich sellers can bestmeet them.a. &arketing research

    b. &arket segmentationc. )emographicsd. )ata mininge. )istribution

    a (page 289, easy)

    6. &arketing research isa. a marketing strategy that emphasizes long lasting relationships ith customers.

    b. the process of dividing a market into categories of customer types.

    c. the study of consumer needs and ants, and the ays in hich sellers can best meetthem.

    d. the process of collecting, storing, and retrieving data in electronic files.e. the process of fixing, adapting, and communicating the nature of the product itself.

    c (page 289, moderate)

    7. The first step in the marketing research process is toa. analyze the data.

    b. select a research method.c. study the current situation.d. prepare a report.e. collect data.

    c (page 290, moderate)

    38. The last step in the marketing research process is toa. analyze the data.

    b. select a research method.c. study the current situation.d. prepare a report.e. collect data.

    d (page 290, moderate)

    !1#

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    31. Which of the follo ing is 45T a method of marketing research!a. surveys

    b. observationc. focus groupsd. experimentatione. positioning

    e (pages 291-292, moderate)

    32. ############ is the market research techni ue that involves atching and recording consumer behavior.a. Curveys

    b. 5bservationc. ocus groupsd. (xperimentatione. 9ositioning

    b (page 291, easy)

    3". (lectronic scanners that track consumer purchases are examples of the ########### method ofmarketing research.a. survey

    b. observationc. focus groupd. experimentatione. positioning

    b (page 291, moderate)

    3*. 5bservation is the market research techni uea. that involves creating an image of a product for the consumer.

    b. that uses a uestionnaire that is either mailed to individuals or used as the basis of

    telephone or personal intervie s.c. that involves atching and recording consumer behavior.d. in hich a group of people is gathered, presented ith an issue, and asked to discuss it in

    depth.e. that attempts to compare the responses of the same or similar people under different

    circumstances.c (page 291, moderate)

    3-. ########### is>are a market research techni ue using a uestionnaire that is either mailed toindividuals or used as the basis for telephone or personal intervie s.a. Curveys

    b. 5bservation

    c. ocus groupsd. (xperimentatione. 9ositioning

    a (page 291, easy)

    !1$

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    3 . +fter using ########## to collect market research data, %9C found that customers anted moreinteraction ith drivers.a. surveys

    b. observationc. focus groupd. experimentatione. positioning

    b (page 291, moderate)

    33. Curveys are the market research techni uea. that involves creating an image of a product for the consumer.

    b. that uses a uestionnaire that is either mailed to individuals or used as the basis oftelephone or personal intervie s.

    c. that involves atching and recording consumer behavior.d. in hich a group of people is gathered, presented ith an issue, and asked to discuss it in

    depth.e. that attempts to compare the responses of the same or similar people under different

    circumstances.b (page 291, moderate)

    36. ############# is a market research techni ue in hich a group of people is gathered, presentedith an issue, and asked to discuss it in depth.

    a. Curveys b. 5bservationc. ocus groupsd. (xperimentatione. 9ositioning

    c (page 291, moderate)

    37. ocus groups are the market research techni ue

    a. that involves creating an image of a product for the consumer. b. that uses a uestionnaire that is either mailed to individuals or used as the basis of

    telephone or personal intervie s.c. that involves atching and recording consumer behavior.d. in hich a group of people is gathered, presented ith an issue, and asked to discuss it in

    depth.e. that attempts to compare the responses of the same or similar people under different

    circumstances.d (page 291, moderate)

    68. ########### compares the responses of the same or similar people under differentcircumstances.

    a. Curveys b. 5bservationc. ocus groupsd. (xperimentatione. 9ositioning

    d (page 292, moderate)

    !1%

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    61. (xperimentation is the market research techni uea. that involves creating an image of a product for the consumer.

    b. that uses a uestionnaire that is either mailed to individuals or used as the basis oftelephone or personal intervie s.

    c. that involves atching and recording consumer behavior.d. in hich a group of people is gathered, presented ith an issue, and asked to discuss it in

    depth.e. that attempts to compare the responses of the same or similar people under different

    circumstances.e (page 292, moderate)

    62. Aurt$s Aeverages is giving taste tests for several different lemonade recipes. Aurt$s Aeverages isusing the ########### techni ue to collect market research data.a. surveys

    b. observationc. focus groupd. experimentatione. positioning

    d (page 292, difficult)

    6". )ata arehousing isa. a marketing strategy that emphasizes long lasting relationships ith customers.

    b. the process of dividing a market into categories of customer types.c. the study of consumer needs and ants, and the ays in hich sellers can best meet

    them.d. the process of collecting, storing, and retrieving data in electronic files.e. the process of fixing, adapting, and communicating the nature of the product itself.

    d (page 292, moderate)

    6*. ############## is the process of collecting, storing, and retrieving data in electronic files.

    a. Curvey b. 5bservationc. ocus groupingd. (xperimentatione. )ata arehousing

    e (pages 292, easy)

    6-. ########### is the application of electronic technologies for searching, sifting, and reorganizingdata in order to collect marketing information and target products in the marketplace.a. )ata arehousing

    b. 9ositioningc. )ata mining

    d. (xperimentatione. )istribution

    c (page 292, easy)

    !1&

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    6 . %sing ###########, the insurance company armers @roup discovered that a sports car is not anexceptionally high insurance risk if it$s not the only family car.a. data arehousing

    b. positioningc. data miningd. experimentatione. distribution

    c (page 292, moderate)

    63. ############ is the study of the decision process by hich customers come to purchase andconsume products.a. Fuman resource management

    b. inancial managementc. &arketingd. 9roduction managemente. ?onsumer behavior

    e (page 29 , easy)

    66. Which of the follo ing is 45T recognized as a major influence on consumer behavior!a. psychological factors

    b. personal factorsc. social factorsd. cultural factorse. economic factors

    e (page 29 , moderate)

    67. +n individualBs motivations, perceptions, ability to learn, and attitudes are referred to asa. personal influences.

    b. social influences.c. cultural influences.

    d. psychological influences.e. all of the above.

    d (page 29 , moderate)

    78. ;n consumer behavior, lifestyle, personality, and economic status are calleda. social influences.

    b. personal influences.c. cultural influences.d. psychological influences.e. background influences.

    b (page 29 , moderate)

    71. ########### on consumer behavior include family, opinion leaders, and reference groups, suchas friends, co0 orkers, and professional associates.a. 9ersonal influences

    b. Cocial influencesc. 9sychological influencesd. &onetary influencese. ?ultural influences

    b (page 29 , moderate)

    !1'

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    72. ;n consumer behavior, ######## influences include the < ay of living,< that distinguishes onelarge group and one ethnic group from each other.a. psychological

    b. personalc. sociald. culturale. none of the above

    d (page 29 , moderate)

    7". When consumers regularly purchase products because they are satisfied ith their performance,they exhibit higha. hopes.

    b. cultural influence.c. social influence.d. brand loyalty.e. achievement.

    d (page 29 , moderate)

    7*. The buying process begins hen the customer a. seeks information.

    b. evaluates alternatives.c. recognizes a problem or need.d. makes a purchase decision.e. evaluates the purchase.

    c (page 294, moderate)

    7-. :eading the relevant issue of ?onsumer :eports prior to purchasing a product is an example ofhat part of the consumer buying model!

    a. problem>need recognition b. information seeking

    c. evaluation of alternativesd. purchasing decisione. post0purchase evaluation

    b (page 294, moderate)

    7 . +ccessing a Web site in search of magazine articles about a product before its purchase is anexample of hat part of the consumer0buying model!a. post0purchase evaluation

    b. evaluation of alternativesc. information seekingd. purchasing the producte. need recognition

    c (page 294, difficult)

    !1(

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    18". Westminster 5ffice 9roducts buys paper products from Aoise ?ascade for sale in its retail stores.Westminster 5ffice 9roducts purchases paper products in the ######### market.a. reseller

    b. industrialc. institutionald. governmente. retail

    a (page 295, moderate)

    18*. Fospitals, churches, museums, and charitable organizations are called ########## markets.a. reseller

    b. industrialc. institutionald. governmente. pricing

    c (page 295, easy)

    18-. When the state of &aryland purchases office e uipment, they do so as a part of the #########market.a. reseller

    b. industrialc. institutionald. governmente. retail

    d (page 295, moderate)

    18 . When the @etty &useum purchases cleaning supplies, they do so as a part of the ###########market.a. reseller

    b. industrial

    c. institutionald. governmente. retail

    c (page 295, moderate)

    183. +ll of the follo ing statements concerning organizational buyers are true (G?(9THa. 5rganizational buyers are professionals ho are trained in negotiating purchase terms.

    b. ;n general, organizational buyers are company specialists in a line of items.c. 5rganizational buyers routinely study competing products and competing suppliers.d. 5rganizational buyers tend to be primarily motivated by emotional motives.e. +ll of the above are true.

    d (page 295, moderate)

    186. Which of the follo ing products had to be adapted for sale in foreign markets!a. personal computers

    b. Aud eiser beer c. ?oca0?olad. &arlboro cigarettese. all of the above

    a (page 296, moderate)

    !"0

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    187. Which of the follo ing is 45T true of the international marketing mix!a. 9roducts that sell for a given price in the %nited Ctates may sell at a different price in

    another country. b. The ;nternational Ctandards +ct ensures the existence of uniform advertising practices in

    most countries.c. + company can speed up its international distribution activities by buying an existing

    business in another country.d. Come products can be sold abroad ith virtually no changes.e. ?ultural differences can cause negative reactions to products that are advertised

    improperly.b (page 296, difficult)

    118. Which of the follo ing is 45T true of the small business marketing mix!a. Cuccessful small businesses plan for promotional expenses as a part of start0up costs.

    b. Cmaller companies may have advantages over larger companies in distribution.c. Cmall business pricing errors usually result from a failure to estimate operating expenses

    accurately.d. + small business must have a clear picture of their target market$s needs and ants.e. + clever marketing campaign ill create success for a product that fe consumers ant

    or need.e (pages 297-298, difficult)

    111. Which of the follo ing is 45T one of the largest markets for computer and video games!a. %nited Ctates

    b. Dapanc. (uroped. ?hinae. +ll are significant markets

    d (page 279, moderate)

    112. Gbox as created by ########## and released to the market in 4ovember ######.a. 4intendo, 2881

    b. )ell, 2888c. ;A&, 2888d. Cega, 2881e. &icrosoft, 2881

    e (page 279, moderate)

    11". The initial launch of Gbox featured ####### games.a. under 2-

    b. 2 I-8c. -1I188

    d. 181I288e. over 288

    a (page 279, difficult)

    !"1

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    11*. Which of the follo ing game systems as the leader in console sales in 2882!a. @ame?ube

    b. @ameAoyc. 9laystation 2d. )reamcaste. Gbox

    c (page 298, moderate)

    11-. What is the profit margin to &icrosoft on Gbox consoles!a. a loss of J288

    b. a loss of J12-c. no profit or loss breakeven/d. a profit of J2-e. a profit of J3-

    b (page 298, moderate)

    True*+alse

    11 . &arketing consists primarily of advertising a product or service.!alse (page 280, moderate)

    113. The +merican ;nstitute of ?ertified 9ublic +ccountants defines marketing as the Kthe process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, andservices to create exchanges that satisfy individual and organizational goals.L

    !alse (page 280, moderate)

    116. ?onsumers buy products that offer the best value hen it comes to meeting their needs andants.

    "rue (page 280, easy)

    117. 'alue is the relationship bet een inputs and outputs.!alse (page 280, easy)

    128. The benefits of a high0value product are much greater than its costs."rue (page 280, moderate)

    121. The sales price, the buyer$s time, and the emotional costs of making a purchase decision are allcomponents of a product$s cost.

    "rue (page 280, easy)

    122. %tility is the benefit of a product compared to its costs.!alse (page 280, easy)

    12". Time utility is created hen a company makes products available hen consumers ant them."rue (page 280, easy)

    12*. When 9izza Fut combines flour, yeast, sauce, and cheese to create a pizza, they create formutility.

    "rue (page 280, moderate)

    !""

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    Chapter 10 Understanding Marketing Processes and Consumer Behavior

    12-. 9roducts used by companies to produce other products are called consumer goods.!alse (page 281, easy)

    12 . ?onveyors, surgical instruments, and earthmovers are examples of industrial goods."rue (page 281, moderate)

    123. &arketing concepts can be extended to the promotion of ideas."rue (page 281, moderate)

    126. Cervice marketing has become a major gro th area in the %nited Ctates."rue (page 281, moderate)

    127. :elationship marketing focuses on single transactions of products, services, or ideas.!alse (page 281, easy)

    1"8. re uent flier miles are an example of relationship marketing."rue (page 281, moderate)

    1"1. &arketing plans, decisions, and strategies are not determined unilaterally by any business."rue (page 281, moderate)

    1"2. To gain public support for products and activities, marketers use ad campaigns to raise a arenessof local, regional, or national issues.

    "rue (page 282, moderate)

    1"". ?ompetition from foreign manufacturers is an element of the social and cultural environment.!alse (page 282, moderate)

    1"*. 4e products may make existing products obsolete.

    "rue (page 282, easy)

    1"-. ;nflation and interest rates are major factors in the economic environment."rue (page 282, easy)

    1" . (mail messages sent and>or received during orking hours on company e uipment are the property of the employee.

    !alse (page 28 , moderate)

    1"3. ;t is legal for companies to collect information on people visiting their ebsite and to share thatinformation ith other organizations.

    "rue (page 28 , moderate)

    1"6. Aritain plans to adopt the euro, but not the labor regulations of the (uropean %nion countries.!alse (page 28 , moderate)

    1"7. Cubstitute products are dissimilar from those of competitors, but can fulfill the same need."rue (page 284, easy)

    1*8. The K our 9$sL of the marketing mix are product, pricing, promotion, and place."rue (page 284, moderate)

    !"#

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    1*1. Couth est +irlines is a good example of effective product differentiation."rue (page 284, moderate)

    1*2. Figh prices generally lead to larger sales volumes.!alse (page 284, moderate)

    1*". Us and People magazines are examples of substitute products.!alse (page 285, moderate)

    1**. )ecisions about arehousing and inventory control are distribution functions."rue (page 285, moderate)

    1*-. The most important promotional tools include advertising, personal selling, pricing, anddistribution.

    !alse (page 286, moderate)

    1* . Ay definition, the members of a target market must share some common traits that ill affecttheir purchasing decisions.

    "rue (page 286, easy)

    1*3. &arket segmentation is the process of dividing a market into categories of consumer types."rue (page 286, moderate)

    1*6. 9ositioning is the process of dividing the market into segments that have common buyingobjectives.

    !alse (page 286, easy)

    1*7. + description, such as single, aged 280"*, earning J2-,888 a year, is an example of a psychographic variable.

    !alse (page 287, moderate)

    1-8. 9sychographics cannot be changed by marketing efforts.!alse (page 287, moderate)

    1-1. Telematics are automobile versions of home entertainment systems."rue (page 288, moderate)

    1-2. The target market for telematics is mature adults ith moderate incomes.!alse (page 288, moderate)

    1-". ?ultural influences on buyer behavior include an individual$s motivations, perceptions, ability to

    learn, and attitudes.!alse (page 29 , moderate)

    1-*. Arand loyalty refers to a pattern of regular consumer purchasing based on satisfaction ith a product.

    "rue (page 29 , easy)

    !"$

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    1--. The consumer buying process begins ith information seeking and searching for stores, styles, prices, and the opinions of others.

    !alse (page 29 , moderate)

    1- . Cociability, uality, and aesthetics are examples of rational buying motives for purchases.!alse (page 294, moderate)

    1-3. )issatisfied customers are much more likely to broadcast their experiences than satisfiedcustomers.

    "rue (page 294, moderate)

    1-6. The organizational market includes industrial, reseller, and government>institutional markets."rue (page 294, moderate)

    1-7. The industrial market includes hospitals, churches, museums, and charities.!alse (page 295, easy)

    1 8. The reseller market includes farmers, manufacturers, and some retailers.!alse (page 295, moderate)

    1 1. ?onsumer0seller relationships are often impersonal and fleeting, based on one0time interactions."rue (page 295, moderate)

    1 2. ;ndustrial sellers rarely have long0term relationships ith buyers.!alse (page 295, moderate)

    1 ". Aecause of lo er ages, a Aig &ac costs less in )enmark than in the %nited Ctates.!alse (page 296, moderate)

    1 *. Cmall business pricing errors usually result from a failure to estimate operating expenses

    accurately."rue (page 297, moderate)

    1 -. )istribution strategy ill create a competitive disadvantage for small businesses.!alse (page 297, moderate)

    1 . The target market for interactive games is almost exclusively male, bet een the ages of12 and 21.!alse (page 279, moderate)

    1 3. ?omputer and video game sales have gro n by 1- percent per year for four years."rue (page 279, moderate)

    1 6. Gbox as launched by &icrosoft ith over 188 games.!alse (page 279, easy)

    1 7. &icrosoft has priced the Gbox console at a price hich results in a significant loss on each sale."rue (page 298, moderate)

    !"%

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    138. The 4intendo @ame?ube has a competitive advantage because of its ability to play ?)$s and)')$s.

    !alse (page 298, easy)

    ,hort Ans-er

    131. What is the ratio for value !#$s%er& 'alue be$efits costs* (page 280, moderate)

    132. =ist the four forms of utility .#$s%er& "ime, place, o%$ers+ip, a$d form* (pages 280-281, moderate)

    13". What is a consumer good !#$s%er& # co$sumer good is a product purc+ased by co$sumers for perso$al use*(page 281, moderate)

    13*. =ist the five environmental factors in a company$s external environment .

    #$s%er& olitical-legal e$ iro$me$t, social-cultural e$ iro$me$t, tec+$ological e$ iro$me$t,eco$omic e$ iro$me$t, a$d competiti e e$ iro$me$t* (page 281, moderate)

    13-. =ist the four strategies in the marketing mix .#$s%er& roduct, prici$g, place, a$d promotio$* (page 284, moderate)

    13 . What is a product !#$s%er& # product is a good, ser ice, or idea t+at is mar.eted to fill co$sumer $eeds a$d %a$ts*(page 284, moderate)

    133. What is a target market !#$s%er& # target mar.et is a group of buyers %+o +a e similar %a$ts a$d $eeds a$d %+o ca$ bee/pected to s+o% i$terest i$ t+e same products* (page 286, moderate)

    136. ;dentify four bases for market segmentation .#$s%er& eograp+ic ariables, demograp+ic ariables, psyc+ograp+ic ariables, a$d be+a ioral

    ariables* (page 286, moderate)

    137. What is secondary data !#$s%er& eco$dary data is readily a ailable as a result of pre ious researc+* (page 290, moderate)

    168. What is primary data !#$s%er& rimary data is data de eloped t+roug+ $e% researc+* (page 291, moderate)

    161. =ist four basic methods for collecting marketing research data .#$s%er& bser atio$, sur ey, focus groups, a$d e/perime$tatio$* (pages 291-292, moderate)

    162. What is the first step in the consumer uying process !#$s%er& roblem $eed recog$itio$* (page 29 , moderate)

    16". What is the last step in the consumer uying process !#$s%er& ostpurc+ase e aluatio$* (page 294, moderate)

    !"&

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    16*. =ist the components of the organizational market.#$s%er& 3$dustrial mar.et, reseller mar.et, a$d go er$me$tal a$d i$stitutio$al mar.et*(page 294, moderate)

    16-. Who is the target market for Gbox!#$s%er& icrosoft targets more sop+isticated gamers t+a$ i$te$do a$d o$y*(page 298, moderate)

    Essa.

    16 . )efine marketing.#$s%er& "+e #merica$ ar.eti$g #ssociatio$ defi$es mar.eti$g as t+e process of pla$$i$g a$de/ecuti$g t+e co$ceptio$, prici$g, promotio$, a$d distributio$ of ideas, goods, a$d ser ices tocreate e/c+a$ges t+at satisfy i$di idual a$d orga$i atio$al goals* (page 280, difficult)

    163. What is the difference bet een consumer and industrial goods!#$s%er& o$sumer goods are products t+e co$sumer may buy for perso$al use, suc+ as colog$e,cold medici$e, or a car* 3$dustrial goods are products used by compa$ies to produce ot+erproducts* o$ eyors a$d eart+mo ers are i$dustrial goods* (page 281, difficult)

    166. @ive an example of a trend in the social>cultural environment. )escribe ho it might affectmarketers.

    #$s%er& (#$s%ers %ill ary) "+e te/t ide$tifies more people %or.i$g i$ +ome offices: a$ i$crease i$t+e $umber of si$gle-pare$t families: a gro%i$g co$cer$ for +ealt+y lifestyles: a$d a desire a$de/pectatio$ of pri acy* (page 282, difficult)

    167. @ive an example of a trend in the technological environment. )escribe ho it might affectmarketers.

    #$s%er& (#$s%ers %ill ary) "+e te/t ide$tifies satellite dis+es, +ome tele isio$ s+oppi$g, cellp+o$es, a$d t+e 3$ter$et* (page 282, difficult)

    178. @ive an example of a trend in the economic environment. )escribe ho it might affect marketers.#$s%er& (#$s%ers %ill ary) "+e te/t ide$tifies i$flatio$, i$terest rates, t+e ge$eral busi$ess cycle,co$sumer co$fide$ce, a$d t+e global eco$omy* (page 282, difficult)

    171. What are the elements of the marketing mix! )efine each of the components.#$s%er& "+e eleme$ts of t+e mar.eti$g mi/ are product, prici$g, promotio$, a$d place* # productis a good, ser ice, or idea desig$ed to fill a co$sumer $eed* rici$g i$ ol es selecti$g t+e mostappropriate price at %+ic+ to sell it* romotio$ refers to tec+$i;ues for commu$icati$g i$formatio$about products* lace refers to distributio$* (pages 284-286, difficult)

    172. What are target markets and hat part does market segmentation play in them!#$s%er& "arget mar.ets are groups of people %it+ similar %a$ts a$d $eeds* "arget mar.eti$gre;uires mar.et segme$tatio$, %+ic+ is di idi$g a mar.et i$to categories of customer types or

    segme$ts * $ce compa$ies ide$tify mar.et segme$ts, t+ey may adopt a ariety of mar.eti$gstrategies t+at appeal to eac+ segme$t* (page 286, difficult)

    !"'

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    17". Fo are market segments identified!#$s%er& 3$ ide$tifyi$g mar.et segme$ts, researc+ers loo. at a $umber of differe$t i$flue$ces o$co$sumer be+a ior* "+e four most importa$t are geograp+ic, demograp+ic, psyc+ograp+ic, a$dproduct use ariables* eograp+ic ariables are geograp+ical u$its t+at may be co$sidered i$de elopi$g a segme$tatio$ strategy* s moti atio$s, perceptio$s, ability to lear$,a$d attitudes* erso$al i$flue$ces i$clude lifestyle, perso$ality, a$d eco$omic status* ociali$flue$ces i$clude family, opi$io$ leaders, frie$ds, co-%or.ers, a$d professio$al associates* ulturali$flue$ces i$clude culture, subculture, a$d social class* (page 29 , difficult)

    17 . +ccording to the model described in your textbook, hat are the steps involved in the consumer buying process!#$s%er& "+e steps i$clude problem $eed recog$itio$, i$formatio$ see.i$g, e aluatio$ ofalter$ati es, t+e purc+ase decisio$, a$d post-purc+ase e aluatio$* (pages 29 -294, difficult)

    173. )iscuss the three categories of organizational markets.#$s%er& "+e t+ree categories of orga$i atio$al mar.ets are i$dustrial, reseller, a$dgo er$me$t i$stitutio$al* "+e i$dustrial mar.et i$cludes busi$esses t+at buy goods to be co$ erted

    i$to ot+er products a$d goods t+at are used up duri$g productio$* "+e reseller mar.et co$sists ofi$termediaries, i$cludi$g %+olesalers a$d retailers, %+o buy t+e fi$is+ed goods a$d resell t+em*!ederal, state, a$d local go er$me$ts a$d i$stitutio$s, %+ic+ co$sist of $o$go er$me$talorga$i atio$s, suc+ as +ospitals, c+urc+es, museums, a$d c+aritable orga$i atio$s, ma.e up t+efi$al category of orga$i atio$al mar.ets* (pages 294-295, difficult)

    176. (xplain ho organizational buying behavior differs from consumer buying behavior.#$s%er& rga$i atio$al buyi$g be+a ior differs from co$sumer buyi$g be+a ior because ofdiffere$ces i$ buyers a$d i$ t+e buyer-seller relatio$s+ip* ?$li.e most co$sumers, orga$i atio$albuyers are professio$al, speciali ed, a$d e/pert (or at least %ell i$formed)* o$sumer-sellerrelatio$s+ips are ofte$ imperso$al a$d fleeti$g, %+ereas orga$i atio$al situatio$s ofte$ i$ ol efre;ue$t, e$duri$g buyer-seller relatio$s+ips* (page 295, difficult)

    177. )iscuss the issues of international promotion.#$s%er& ccasio$ally, a$ ad ertisi$g campaig$ may be appropriate for global use* @o%e er, ;uiteofte$ ?* * promotio$al tactics do $ot succeed i$ ot+er cou$tries* 3$ter$atio$al mar.eters must alsobe a%are t+at cultural differe$ces ca$ cause $egati e reactio$s to improperly ad ertised products*

    roduct promotio$s must be carefully matc+ed to local customs a$d cultural alues*(page 296, difficult)

    !"(

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    288. Fo has &icrosoft differentiated Gbox from its competitors!#$s%er& Abo/ +as bee$ desig$ed by icrosoft to appeal to more sop+isticated gamers* Bit+ aseparate remote, it ca$ play music a$d mo ies %it+ t+eater ;uality ideo a$d sou$d* ( ame ubedoes $ot +a e t+is capability*) Abo/ is also desig$ed for broadba$d multiplayer gami$g, allo%i$gplayers to ta.e ad a$tage of +ig+-speed $et%or.s* icrosoft +as future pla$s for +ome $et%or.i$gusi$g Abo/* (page 298, difficult)


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