Question 1 1 points

Relative advantage, compatibility, complexity, divisibility, and communicability are all examples of ________.

individual differences in innovativeness

product characteristics that influence rate of adoption

alternative evaluation

postpurchase behavior

dissonance-reducing buying behavior

Question 2 1 points

Consumers learn about new products for the first time and make the decision to buy them during the ________.

new product recognition

adoption process

information search

quality assessment

evaluation process

Question 3 1 points

Which of the following is NOT true of mature consumers?

They place more importance on brand names and are more brand loyal than members of other age groups

The best strategy is to appeal to their active, multidimensional lives.

They are good candidates for cosmetics and personal care products.

They are an ideal market for "do-it-for-me" services.

High-tech home entertainment products appeal to them.

Question 4 1 points

Of the following, the best starting point to understanding how consumers respond to various marketing efforts is the ________ model of a buyer's behavior.






Question 5 1 points

The consumer market is made up of which of the following?

households that purchase goods or services for personal consumption

individuals who acquire goods or services for personal consumption

businesses that purchase goods and services

A and B

all of the above

Question 6 1 points

A shoe company uses ads featuring the members of a country music band with the hope that the band's fans will see them wearing the company's shoes and want to wear the same shoes. The shoe company is hoping that fans of the band view the band as a ________.


reference group

membership group

brand personality


Question 7 1 points

A(n) ________ is a person's relatively consistent evaluations, feelings, and tendencies toward an object or idea.






Question 8 1 points

Some consumers worry that they will be affected by marketing messages without even knowing it. They are concerned about ________ advertising.


alternative evaluation




Question 9 1 points

During which stage of the business buying process is a buyer most likely to conduct value analysis, carefully studying components to determine if they can be redesigned, standardized, or made less expensive?

general need recognition

product specification

proposal solicitation

order-routine specification

performance review

Question 10 1 points

If the consumer's drive is strong and a satisfying product is near at hand, the consumer is likely to buy it then. If not, the consumer may store the need in memory or undertake a(n) ________.

information search

postpurchase behavior

brand personality

product adoption

alternative evaluation

Question 11 1 points

Researchers found that a number of well-known brands tended to be strongly associated with one particular trait, such as Jeep with "ruggedness." Which of the following terms would a marketer use to describe a specific mix of human traits that may be attributed to a particular brand?

brand personality

brand perception

brand equity

product image

new product

Question 12 1 points

________ are society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviors.




Social classes

Reference groups

Question 13 1 points

________ is the task of developing and maintaining an overall company strategy for long-run survival and growth.


Short-term planning

Strategic planning

Long-range planning

Annual market planning

Question 14 1 points

Starbucks has introduced a debit card that lets customers prepay for coffee and snacks. This effort by Starbucks management is an example of ________.


market penetration

product adaptation

market development

product development

Question 15 1 points

A vendor for Ford Motor Company received the following message from one of Ford's marketing managers: "As we move forward during the 21st century, it is incumbent upon us to inform you that Ford is committed to building profitable customer relationships by creating environmentally better cars and getting them to market faster at lower costs." The marketing manager is most likely referring to Ford's ________.

mission statement

vision statement

business portfolio

business objectives

market tactics

Question 16 1 points

Of the following, it is most important for marketers to develop ________ for their products.

customer management organizations

unique market positions

marketing ROI data

market management organizations

marketing dashboards

Question 17 1 points

In the BCG approach, ________ are high-share, high-growth businesses or products. They need heavy investment to finance rapid growth. When their growth slows down, they turn into ________.

stars; question marks

cash cows; stars

dogs; cash cows

stars; cash cows

question marks; dogs

Question 18 1 points

Which of the following is NOT a reason that a firm might want to abandon products or markets?

The firm has entered areas in which it does not have expertise.

The firm has grown too fast

The market environment has changed, making a product less profitable.

The firm has not properly researched foreign markets which it has entered.

The economic climate is showing signs of recovery.

Question 19 1 points

Modern marketing departments are arranged in all of the following ways, EXCEPT which one?

geographic organization

strategic management organization

functional organization

product management organization

market management organization

Question 20 1 points

In the Boston Consulting Group approach, ________ provide(s) a measure of market attractiveness.


market growth rate

relative market share


cash cows

Question 21 1 points

________ can be a company division, a product line within a division, or sometimes a single product or brand.


A market



A value delivery network

Question 22 1 points

In the Boston Consulting Group approach, ________ serve(s) as a measure of company strength in the market.

market segmentation

cash cows

relative market share

market growth rate


Question 23 1 points

The ________ organizational format was first used by Procter and Gamble in 1929.


customer management


market management

product management

Question 24 1 points

________ are low-growth, high share businesses or products. They generate a lot of cash that the firm uses to pay its bills and support other SBUs that need investment.




Question marks

Cash cows

Question 25 1 points

When Kraft focused on cost-cutting with its older and established brands, leaving them without much investment or modification, Kraft had decided to ________ the older products.






Question 26 1 points

The creation of a successful new product depends on a company's understanding of its ________ and its ability to deliver ________ to customers.

customers, competitors, and markets; superior value

customers, brands, products; product images

product life cycle, legal responsibilities, and social responsibilities; innovations

competitors, distributors, and employees; new styles

product, marketing mix, and marketing strategy; functional features

Question 27 1 points

Which of the following statements best explains why idea screening may be the most import step of new product development?

Some potentially profitable ideas may be ill perceived by the idea screeners.

It gives research and development team members an opportunity to gather consumer feedback.

It saves the company money in product development costs by giving the green light to only the product ideas that are likely to be profitable.

Some ideas that will become market disasters may be originally viewed favorably by the idea screeners.

It increases the number of ideas generated.

Question 28 1 points

The R-W-W framework asks three questions: Is it real? Can we win? Is it worth doing? Marketers should ask these questions during the ________ stage of the new-product development process.

idea screening


product development

idea generation

concept testing

Question 29 1 points

Your company decides to use internal sources for developing new product ideas. Which of the following would NOT be consulted?

intrapreneurial programs



company records and data

executives and professionals

Question 30 1 points

Proctor & Gamble has sold off a number of lesser or declining brands such as Oxydol detergent and Jif peanut butter. In these examples, management decided to ________ the products.




further test

ignore the test market results of

Question 31 1 points

Executives, manufacturing employees, and salespeople are all examples of ________.

new-product committee members

research and development team members

core members of innovation management systems

internal sources for new-product ideas

external sources for new-product ideas

Question 32 1 points

At Fantastic Flavors, a large regional chain of candy stores, employees from marketing, design, production, and finance work in a cross-functional group to save time and money in the new-product development process. Fantastic Flavors uses a(n) ________ approach

sequential new-product development

team-based new-product development

customer-centered new-product development

innovation management system

consumer composite

Question 33 1 points

When a product enters the maturity stage, the company should consider ________.

divesting the product

maintaining the product

harvesting the product

dropping the product

modifying the product, market, or marketing mix

Question 34 1 points

Once the prototype of Wainwright Industries' new riding lawnmower, made especially for women, passes product tests, the next step is ________.

focus group surveys



test marketing

business analysis

Question 35 1 points

JoAnn Fabrics, Inc., has just created a new combination of colors and fabric types. The firm wants to be sure of the way consumers perceive its new product. The firm is concerned with the product ________.






Question 36 1 points

CellTones, a new company selling several lines of cellular phones, has closely modeled its products after successful products that are already in the marketplace. As it prepares to enter the market with its new products and services, which of the following should concern CellTones the most?

patent laws

product liability suits

limited warranties

the Federal Food, Drug, and Cosmetic Act

legal obligations to suppliers and dealers

Question 37 1 points

When a company lengthens its product line beyond its current range, it is ________.

product line stretching

increasing product depth

building brand equity

product line filling

product mixing

Question 38 1 points

Most manufactured materials and parts are sold directly to ________. Price and service are the major marketing factors; branding and advertising tend to be less important.

government buyers


industrial users



Question 39 1 points

An increasing number of retailers and wholesalers have created their own ________, also called store brands.

private brands

shopping products

unsought products

specialty products

service variability

Question 40 1 points

Which of the following types of quality refers to freedom from defects and consistency in delivering a targeted level of performance?

total quality management





Question 41 1 points

An apparel marketer is planning to launch an existing brand name into a new product category. Which brand development strategy is being implemented?


brand extension


line extension

new brands

Question 42 1 points

Product mix ________ refers to the number of versions offered of each product in the line. Crest toothpaste comes in 13 varieties, ranging from Crest Multicare to Crest Baking Soda formulations.






Question 43 1 points

Which of the following is NOT one of the links in the service-profit chain, linking service firm profits with employee and customer satisfaction?

healthy service profits and growth

satisfied and productive service employees

satisfied and loyal customers

evidence management

internal service quality

Question 44 1 points

________ consists of activities undertaken to create, maintain, or change the attitudes and behavior of target consumers toward an organization.

Internal marketing

Service variability

Organization marketing

Intelligence marketing

Person marketing

Question 45 1 points

To achieve their social change objectives, social marketing programs ________.

utilize only the promotional P of the marketing mix

utilize only the promotional and product Ps of the marketing mix

work to influence individuals' behavior to improve their well-being

utilize all of the Ps in the marketing mix

C and D

Question 46 1 points

Major brand marketers often spend huge amounts on advertising to create brand ________ and to build preference and loyalty.

internal marketing





Question 47 1 points

A ________ involves the use of a successful brand name to launch new or modified products in a new category.

line extension

private brand

brand symbol

product line

brand extension

Question 48 1 points

Service providers must consider four special service characteristics when designing marketing programs. Which is NOT one of these characteristics?

service intangibility

service perishability

service variability

service inseparability

service heterogeneity

Question 49 1 points

What movement has encouraged marketers to pursue environmentally sustainable strategies?

the SOHO movement

the green movement

green intervention

the EPA

the black market

Question 50 1 points

All of the groups within a company are called the ________.




Internal environment


Question 51 1 points

Value marketing is the strategy of offering consumers ________.

luxury quality at a high price

reasonable quality at a fair price

little quality at a low price

lesser quality at a low price

high quality at a high price

Question 52 1 points

Which of the following demographic groups has NOT seen a percentage increase in the past 50 years?

nonfamily households

nontraditional households

women working outside of the home

women staying at home with their children

men staying at home with their children

Question 53 1 points

Which of the following is a result of regulations set up by the Food and Drug Administration and the Consumer Product Safety Commission?

Research costs for companies have grown.

Spending on research and development has decreased

More companies have failed to meet safety standards

Companies are more focused on making practical, affordable versions of products

versions of products

The time lag between new product ideas and their introduction to the market has decreased

Question 54 1 points

Banks, credit companies, insurance companies, and other businesses that help finance transactions or insure against the risks associated with the buying and selling of goods and services are referred to as ________.


financial intermediaries

marketing service agencies

physical distribution firms


Question 55 1 points

The legislation created to limit the number of commercials aired during children's programming is called the ________.

Children's Television Act

Consumer Product Safety Act

Child Protection Act

Commercial Product Act

Children's Online Privacy Protection Act

Question 56 1 points

Which of the following demographic trends is likely the most responsible for the increasing number of people who telecommute?

the migration toward micropolitan and suburban areas

the move from rural to metropolitan areas

the declining number of manufacturing workers

the growing percentage of married couples who do not have children

the increasing number of nontraditional households

Question 57 1 points

Which of the following best explains why Gen Xers who are parents tend to put family before career?

Gen Xers were the first generation of latchkey kids

Gen Xers were minimally affected by the recent economic downturn

Gen Xers are not as educated as members of other generations are.

Gen Xers are more skeptical about marketing than members of other generations are.

Gen Xers do not face as many economic pressures as members of other generations do.

Question 58 1 points

Over the past 50 years, which of the following groups of workers has become smaller?

married women





Question 59 1 points

Which type of organization helps companies to stock and move goods from their points of origin to their destination?



financial intermediary

physical distribution firm

marketing service firm

Question 60 1 points

Which of the following terms is used to describe the factors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers?

the marketing mix

target markets

the marketing environment

strategic planning

none of the above

Question 61 1 points

Your current assignment at York Foods is to find the major benefits people look for in product classes, the kinds of people who look for each benefit, and the major brands that deliver each benefit. What is this segmentation method called?

benefits sought



user status

age and life cycle

Question 62 1 points

Markets can be segmented into groups of nonusers, ex-users, potential users, first-time users, and regular users of a product. This method of segmentation is called ________.


usage rate

user status

loyalty status

Question 63 1 points

Which of the following is NOT one of the reasons a segment would be less attractive to a company?

power of buyers

concentrated market

substitute products

strong competitors

power of suppliers

Question 64 1 points

Which positioning strategy offers consumers a "good deal" by offering equivalent-quality products or services at a lower price?






Question 65 1 points

Ford Motor Company emphasizes "Quality first–Ford tough" in its truck products. The company has developed a differentiation strategy based on ________.






Question 66 1 points

Through talking to numerous competitors at a regional trade show, you learn that most of them use the most popular base for segmenting markets. What is it?






Question 67 1 points

When Pacific Fisheries groups its customers as countries by regions such as Asia, Australia, or New Zealand, it is using which segmenting base?

economic factors


political and legal factors

geographic location

benefits sought

Question 68 1 points

At one time Miller Beer was known as the "champagne of bottled beer." Unfortunately, Miller drinkers did not drink much beer. To increase sales, Miller was repositioned to attract the members of the middle working class. This segmentation approach is ________.

usage rate



user status


Question 69 1 points

Procter & Gamble sells six brands of laundry detergent in the United States, each designed for one of six laundry segments Procter & Gamble has identified. Together, these six brands take four times the market share of Procter & Gamble's nearest competitor. Which of the following is a disadvantage of Procter & Gamble's differentiated marketing strategy?

increased costs for separate marketing plans for each brand

lack of resources to succeed in an attractive segment

lost sales that would have been made with an undifferentiated marketing strategy across all segments

lost customer loyalty due to lack of brand loyalty

other suppliers controlling pricing

Question 70 1 points

In target marketing, the issue is not really who is targeted, but rather ________ and for ________.

where; how long

why; how long

why; what

how; what

how; where

Question 71 1 points

Many firms make an effort to identify smaller, better-defined target groups by using ________.


user rates

multiple segmentation bases

loyalty segmentation

mass marketing

Question 72 1 points

When Positive Image, Inc., caters to clothing, cosmetics, and toiletries markets, it is most likely primarily using which type of segmentation?




age and life cycle


Question 73 1 points

Maryann Rose is conducting research to determine consumers' personal grooming habits. Because of the personal nature of the survey questions about this topic, Maryann wants to select the contact method that is most likely to encourage respondents to answer honestly. Which contact method should Maryann select?

individual interviews

focus group interviews

online panels

telephone interviews

mail questionnaires

Question 74 1 points

Carls Jr. came out with a new hamburger and released it in two different cities with two different price points. Marketers at Carls Jr. then analyzed the different levels of purchase made at the two different price points, planning on using the information to set a nationwide price for the new offering. This is an example of ________.

experimental research

descriptive research

survey research

observational research

ethnographic research

Question 75 1 points

Faced with determined competitive marketing intelligence efforts by competitors, most companies are now doing which of the following?

providing employees with less key company information

introducing codes of ethics

decreasing the number of employees involved in decision-making processes

promising to not participate in marketing intelligence efforts against competitors

training employees on protecting company information

Question 76 1 points

What are the two main types of research instruments used to collect primary data?

personal interviews and online focus groups

questionnaires and mechanical devices

focus groups and online databases

online panels and experiments

surveys and samples

Question 77 1 points

Typically, customer information is buried deep in separate databases, plans, and records of many different company functions and departments. To overcome such problems, which of the following should you try?

a marketing information system

more sophisticated software

customer relationship management

customer satisfaction measurement

decreased marketing intelligence

Question 78 1 points

Marketing researchers usually draw conclusions about large groups of consumers by studying a small ________ of the total consumer population.





target group

Question 79 1 points

The real value of a company's marketing research and information system lies in the ________.

marketing information system it follows

quality of customer insights it provides

amount of data it generates

efficiency with which it completes studies

variety of contact methods it uses

Question 80 1 points

Which of the following statements regarding marketing intelligence is true?

All marketing intelligence is free.

Marketing intelligence is privately held information

Marketing intelligence is publicly available information.

The advantage of using competitive intelligence is negligible

Marketing intelligence gathering is more focused on gaining insights into consumer activities than competitors' activities

Question 81 1 points

What is the first step in the marketing research process?

interpreting data and deciding on type of research

developing a marketing information system

developing the research plan for collecting information

defining the problem and research objectives

implementing the research plan

Question 82 1 points

Fredia Pellerano has just discovered the major advantage of survey research. She reports to her supervisor that the advantage is its ________.

interactive design



ease to complete


Question 83 1 points

Tasoula Jeannopoulos has a limited budget for the market research she needs to conduct; however, the sample size for her research is quite large. Which of the following methods of contact would provide Tasoula with the most cost-effective way to reach a large sample of potential customers?

telephone surveys

Internet surveys

personal interviews

focus group interviews

mail surveys

Question 84 1 points

When managers use small convenience samples such as asking customers what they think or inviting a small group out to lunch to get reactions, they are using ________.


informal surveys

marketing intelligence

direct marketing


Question 85 1 points

The ________ concept holds that firms must strive to deliver value to customers in a way that maintains or improves both the consumer's and society's well being.



Societal marketing



Question 86 1 points

The three areas of consideration that should be balanced in the societal marketing concept are consumer wants, society's interests, and ________

want satisfaction

long-term needs

company profits

short-run wants

human welfare

Question 87 1 points

The ultimate aim of customer relationship management is to produce ________.

steady sales volume

high customer equity

high current market share

satisfied customers

a reliable database

Question 88 1 points

Some fast-food restaurants offer tasty and convenient food at affordable prices, but in doing so they contribute to a national obesity epidemic and environmental problems. These fast-food restaurants overlook the ________ philosophy.

production concept

marketing concept

selling concept

societal marketing concept

product concept

Question 89 1 points

The product concept says that a company should ________.

improve marketing of its best products

devote its energy to making continuous product improvements

market only those products with high customer appeal

focus on the target market and make products that meet those customers' demands

make promoting products the top priority

Question 90 1 points

Which of the following marketing management concepts is most likely to lead to marketing myopia?


customer-driven marketing


customer-driving marketing

societal marketing

Question 91 1 points

Henry Ford's philosophy was to perfect the Model-T so that its cost could be reduced further for increased consumer affordability. This reflects the ________.

product concept

marketing concept

selling concept

societal marketing concept

production concept

Question 92 1 points

________ refers to sellers being preoccupied with their own products and losing sight of underlying consumer needs

Marketing management

The product concept

Selling myopia

Marketing myopia

Value proposition

Question 93 1 points

According to the authors of your text, the ________ concept is a "sense and respond" philosophy rather than a "make and sell" philosophy





societal marketing

Question 94 1 points

Which of the following marketing management concepts is most closely aligned with the philosophy of continuous product improvement and the belief that customers will choose products that offer high quality, performance, and innovative features?






Question 95 1 points

Which customer question is answered by a company's value proposition?

"Why should I buy your brand rather than a competitor's?”

"How does your brand benefit me and society?"

"What are the costs and benefits of your brand?"

"What are the benefits of being a loyal consumer of your brand?"

"What kind of experience will I have with products and services associated with this brand?"

Question 96 1 points

Which of the following phrases reflects the marketing concept?

The supplier is king

This is what I make, won't you please buy it?

This is what I want, won't you please make it?

Marketing should be viewed as hunting and not gardening

none of above

Question 97 1 points

The final step in the marketing process is ________.

understanding the marketplace

creating customer loyalty

creating customer lifetime value

capturing value from customers

designing a customer-driven marketing strategy

Question 98 1 points

________ is the act of obtaining a desired object from someone by offering something in return



A value proposition



Question 99 1 points

Railroads were once operated based on the thinking that users wanted trains rather than transportation, overlooking the challenge of other modes of transportation. This reflects the ________.

marketing concept

product concept

societal marketing concept

selling concept

production concept

Question 100 1 points

________ are human needs as shaped by individual personality and culture