the consumer’s and society’s well being.

Q1. The ________ concept holds that firms must strive to deliver value to customers in a way that maintainsor improves both the consumer’s and society’s well being.a. marketingb. sellingc. productd. equitye. societal marketingQ2. ________ refers to sellers being preoccupied with their own products and losing sight of underlyingconsumer needs.a. The product conceptb. Selling myopiac. Marketing managementd. Marketing myopiae. Value propositionQ3. When the economy tightens, customer loyalty and customer retention become ________ for marketers.a. impossibleb. more importantc. short­term but not long­term goalsd. less importante. long­term but not short­term goalsQ4. Which of the following best explains why consumers have greater power and control in today’smarketplace?a. More companies are implementing societal marketing and weighing long­run costs and benefits.b. Implementation of the product concept has resulted in continually improving products.c. The production concept and competition have lowered prices.d. Through new communication technologies, customers have more access to information and more methods ofsharing their opinions with other customers.e. Customer­driving marketing creates products and services that meet customers’ future needs.Q5. Henry Ford’s philosophy was to perfect the Model­T so that its cost could be reduced further forincreased consumer affordability. This reflects the ________.a. societal marketing conceptb. product conceptc. selling conceptd. production concepte. marketing conceptQ6. Some fast­food restaurants offer tasty and convenient food at affordable prices, but in doing so theycontribute to a national obesity epidemic and environmental problems. These fast­food restaurants overlookthe ________ philosophy.a. production conceptb. societal marketing conceptc. selling conceptd. product concepte. marketing conceptQ7. ________ are human needs as shaped by individual personality and culture. a. Valuesb. Deprivationsc. Demandsd. Exchangese. WantsQ8. Frequent flyer programs offered by airlines are an example of a ________.a. consumer­generated marketing programb. basic customer relationshipc. frequency marketing programd. club marketing programe. structural benefit provided for top customersQ9. In addition to attracting new customers and creating transactions, the goal of marketing is to ________customers and grow the company’s business.a. entertainb. retainc. encouraged. educatee. recognizeQ10. Through ________, many companies today are strengthening their connections to all partners, fromproviders of raw materials and components to final buyers who purchase final products.a. customized marketingb. supply chain managementc. partnership relationship marketingd. deviated marketinge. direct marketingQ11. Amazon.com leverages relationships with its 35 million customers by offering them music, videos, gifts,toys, consumer electronics, and office products, among other product items. Based on previous purchasehistory, the company recommends related CDs, books, or videos that might be of interest. This helpsAmazon.com capture a greater ________.a. share of customerb. customer basec. customer ownershipd. value propositione. social networkQ12. The set of marketing tools a firm uses to implement its marketing strategy is called the ________.a. TQMb. marketing effortc. product mixd. marketing mixe. promotion mixQ13. Which of the following reflects the marketing concept philosophy?a. ‘You won’t find a better deal anywhere.’b. ‘We’re in the business of making and selling superior products.’c. ‘When it’s profits versus customers’ needs, profits will always win out.’ d. ‘We don’t have a marketing department, we have a customer department.’e. ‘We build them so you can buy them.’Q14. When backed by buying power, wants become ________.a. self­esteem needsb. physical needsc. demandsd. social needse. exchangesQ15. Selecting which segments of a population of customers to serve is called ________.a. positioningb. market segmentationc. customizationd. choosing a value propositione. target marketingQ16. The societal marketing concept seeks to establish a balance between consumer short­run wants andconsumer ________.a. value propositionsb. short­run costs and profitsc. long­run welfared. immediate healthe. short­run ethicsQ17. Multinationals like Honda Motor Co. and Wal­Mart stores have designed programs to work closely withtheir suppliers to help them reduce their costs and improve quality. This illustrates the importance of anefficient ________.a. product mixb. problem­solverc. low­cost operatord. value­delivery networke. business modelQ18. In the BCG approach, ________ are high­share, high­growth businesses or products. They need heavyinvestment to finance rapid growth. When their growth slows down, they turn into ________.a. question marks; dogsb. stars; question marksc. stars; cash cowsd. cash cows; starse. dogs; cash cowsQ19. ________ entails reducing the business portfolio by eliminating products that no longer fit thecompany’s overall strategy.a. Downsizingb. Market segmentationc. Market redesignd. BCGe. Product line extensionQ20. The Bank of New York bought Pershing, an off­shore investment firm with operations in India, fromCredit Suisse First Boston. The Bank of New York is pursuing a ________.a. downsizing strategyb. product adaptationc. diversification strategyd. product development strategye. market penetration strategyQ21. Revlon has clearly defined its ‘mission’ of selling lifestyle and self­expression. In order for the firm tolaunch its strategic plan, the mission needs to be turned into detailed ________ that guide each level of thecompany.a. sets of tacticsb. sets of product mixesc. sets of promotional toolsd. supporting objectivese. sets of strategiesQ22. Most portfolio analysis methods evaluate SBUs on two dimensions, namely ________ and ________.a. market or industry growth rate; market or industry attractivenessb. market penetration; market developmentc. market growth rate; profitsd. market or industry attractiveness; strength of the SBU’s positione. market share; strength of the SBU’s positionQ23. The process of dividing a market into distinct groups of buyers with different needs, characteristics, orbehaviors is called ________.a. marketing strategyb. market segmentationc. market extensiond. market targetinge. positioningQ24. Which of the following is a tool for monitoring strategic marketing performance?a. a product differentiationb. a marketing planc. a customer management organizationd. a value delivery networke. a marketing dashboardQ25. Disney is identifying and developing new markets for its theme parks. Disney is exploring possibilitiesfor ________.a. diversificationb. market penetrationc. product developmentd. market developmente. downsizingQ26. To be successful at marketing, companies must effectively turn marketing planning into ________.a. marketing auditsb. marketing analysis c. marketing implementationd. marketing controle. marketing budgetingQ27. Favorite Memories specializes in serving market segments that major competitors overlook and ignore.Which of the following best describes Favorite Memories?a. marketer challengerb. market seekerc. market nicherd. market followere. full market covererQ28. In the BCG matrix, income from ________ can be used to help finance the company’s question marksand stars.a. cash cowsb. overseas operationsc. SBUsd. dogse. sales revenueQ29. Which type of organization helps companies to stock and move goods from their points of origin totheir destination?a. supplierb. financial intermediaryc. marketing service firmd. physical distribution firme. resellerQ30. With an expected increase in ethnic diversity, marketers are likely to place a greater emphasis on________.a. geographic segmentationb. mass marketingc. ‘us and them’ paradigmsd. differing advertising messagese. tiered marketsQ31. Rachel Patino works for a wholesale company called Distributors Unlimited. She is responsible forbuying and selling goods at a profit to small retailers. What is her market?a. wholesaleb. retailc. consumerd. resellere. businessQ32. Members of which of the following groups are more likely than the general population to haveprofessional jobs, own a vacation home, own a notebook computer, and own individual stocks?a. Millennialsb. gays and lesbiansc. environmentalistsd. echo boomers e. Gen XersQ33. Which of the following is the most commercially influential American demographic age group today?a. seniorsb. Millennialsc. baby boomersd. Generation Xe. tweensQ34. A radio station that carries news, features, and editorial opinions about your area is best classified aswhich type of public?a. regionalb. mediac. financiald. locale. citizen­actionQ35. What movement has encouraged marketers to pursue environmentally sustainable strategies?a. the SOHO movementb. the EPAc. green interventiond. the black markete. the green movementQ36. A company or association’s ________ is designed to help guide responses to complex socialresponsibility issues.a. cause­related marketingb. privacy policyc. discretion in enforcing regulationsd. core value systeme. code of ethicsQ37. Marketers should be aware of laws, government agencies, and pressure groups that influence or limitvarious organizations and individuals in a given society. This is the ________ environment.a. economicb. culturalc. socio­legald. politicale. legal­technologicalQ38. In a tiered market, companies target which of the following?a. consumers at all levels of income distributionb. professionals onlyc. consumers of modest means onlyd. the middle class onlye. affluent consumers onlyQ39. Marketers can take a(n) ________ by taking aggressive action to affect the publics and forces in theirmarketing environments.a. environmental perspective b. natural management perspectivec. natural perspectived. proactive stancee. relationship building perspectiveQ40. Percy Original caters to a market of individuals and households that buy goods and services forpersonal consumption. What type of market does Percy Original cater to?a. governmentb. businessc. marketing intermediaryd. consumere. resellerQ41. In CRM, findings about customers discovered through ________ techniques often lead to marketingopportunities.a. customer strategyb. customer loyalty managementc. data miningd. value networke. data warehousingQ42. Four common sources of internal data supplied to internal databases include the accountingdepartment, operations, the sales force, and the ________.a. ownersb. Webc. competitiond. stockholderse. marketing departmentQ43. Which of the following is the best advice about creating research questionnaires?a. Avoid personal questions that may make some respondents uncomfortable.b. Use simple and direct language.c. Questions should not be arranged in a particular order.d. Ask personal questions in the middle of the instrument.e. Ask difficult questions in the beginning to ‘weed out’ uninterested respondents.Q44. Behavioral targeting, the practice of ________, is being used by more and more companies.a. mining and analyzing data from data warehousesb. managing customer relationshipsc. observing and interacting with consumers in their natural environmentsd. tracking consumers’ online movements and using this information to target ads to theme. tracking customers’ activities and rewarding customer loyaltyQ45. Which of the following is a disadvantage of online focus groups?a. Participants must be in a central location.b. The format of focus groups can be varied.c. The Internet format can restrict respondents’ expressiveness.d. Results take longer to tabulate and analyze.e. The cost of online focus groups is greater than that of most other qualitative research methods.Q46. Cultural differences, especially those involving language, can add to research costs in foreign marketsand can increase the ________.a. reliance on primary datab. response ratec. need for a larger sampled. risks of errore. foreign tradeQ47. Through which of these sources of information is a competitor least likely to reveal intelligenceinformation?a. Web pagesb. annual reportsc. internal marketing meetingsd. trade show exhibitse. press releasesQ48. Maryann Rose is conducting research to determine consumers’ personal grooming habits. Because ofthe personal nature of the survey questions about this topic, Maryann wants to select the contact methodthat is most likely to encourage respondents to answer honestly. Which contact method should Maryannselect?a. online panelsb. telephone interviewsc. mail questionnairesd. focus group interviewse. individual interviewsQ49. Marketing researchers usually draw conclusions about large groups of consumers by studying a small________ of the total consumer population.a. sampleb. target groupc. populationd. groupe. audienceQ50. Which of the following is an example of a free online database that a company could access in order todevelop marketing intelligence?a. U.S. Security and Exchange Commission’s databaseb. LexisNexisc. ProQuestd. Hoover’se. DialogQ51. ________ is the systematic collection and analysis of publicly available information about consumers,competitors, and developments in the marketing environment.a. Marketing intelligenceb. Sales managementc. Customer intelligenced. Competitive intelligencee. Marketing dataQ52. You are about to test the hypothesis that sales of your product will increase at a very similar rate ateither a $5 drop in unit price or a $7 drop in unit price. You are involved in what type of research?a. ethnographicb. descriptivec. focus groupd. causale. exploratoryQ53. Generally, the consumer’s purchase decision will be to buy the most preferred brand, but two factorscan come between the purchase intention and the purchase decision. Which of the following is one of thesefactors?a. new product adoptionb. postpurchase behaviorc. attitude of othersd. cognitive dissonancee. alternative evaluationQ54. ________ are groups to which an individual wishes to belong, as when a teenage basketball playerhopes to play someday for the Los Angeles Lakers.a. Leading adopter groupsb. Aspirational groupsc. Membership groupsd. Social class groupse. Leisure groupsQ55. ________ is never simple, yet understanding it is the essential task of marketing management.a. Understanding the difference between primary and secondary datab. Consumer buying behaviorc. Consumption pioneeringd. Brand personalitye. Early adoptionQ56. ________, the most affluent U.S. demographic subculture, now have more than $450 billion in annualspending power.a. African Americansb. Gen Xersc. Hispanicsd. Gays and lesbianse. Asian AmericansQ57. Opinion leaders are sometimes referred to as ________.a. buzz marketersb. the upper classc. the influentialsd. the middle classe. networkersQ58. A customer’s lifestyle can be measured using the AIO dimensions. What does AIO stand for?a. Activities, Interests, Opinions b. Adoptions, Interests, Occupationsc. Accommodation, Investment, Orientationd. Acknowledgement, Interests, Observationse. Achievement, Involvement, OrganizationsQ59. Of the following, the best starting point to understanding how consumers respond to various marketingefforts is the ________ model of a buyer’s behavior.a. stimulus­responseb. subculturec. beliefd. societale. generationalQ60. Which of the following statements about buying centers is true?a. The buying center roles are specified on the organizational chart.b. The buying center may involve informal participants who are not obvious to sellers.c. The buying center is like a standing committee.d. An individual’s role in the buying center does not change.e. The typical buying center has five employees, one to assume each of the buying center’s roles.Q61. Leona purchased two bottles of wine from vineyards in Australia. When asked her opinion of the wine,she said the burgundy wine tasted like alcoholic grape juice, but the Chablis had a crisp taste that she reallyenjoyed. These statements were made during the ________ stage of thepurchase decision.a. information searchb. alternative evaluationc. postpurchase behaviord. purchase decisione. situational analysisQ62. 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 lessexpensive?a. product specificationb. proposal solicitationc. general need recognitiond. performance reviewe. order­routine specificationQ63. A(n) ________ is a descriptive thought that a person has about something.a. motiveb. beliefc. perceptiond. lifestylee. attitudeQ64. Large business purchasers usually call for detailed product specifications, written purchase orders,careful supplier searches, and formal approval. These are all examples of how the business buying decisionprocess is more ________ than the consumer buying decision process is.a. creativeb. relationship­oriented c. independentd. concentratede. formalizedQ65. Which positioning strategy offers consumers a ‘good deal’ by offering equivalent­quality products orservices at a lower price?a. more­for­lessb. less­for­much­lessc. all­or­nothingd. same­for­lesse. more­for­the­sameQ66. It is most accurate to say that successful niche marketing relies on a firm’s ________ and its ________.a. competitive advantage in comparison to mass­market companies; affordable pricingb. marketing strategy; servicesc. individual relationships with customers; positioningd. superior products; value network partnerse. greater knowledge of customers’ needs; special reputationQ67. The markets you have chosen to serve in four western states can be effectively reached and served.You would tell the marketing manager that these segments are ________.a. substantialb. actionablec. profitabled. accessiblee. measurableQ68. ________ marketing tailors brands and promotions to the needs and wants of specific cities,neighborhoods, and even stores.a. Undifferentiatedb. Nichec. Differentiatedd. Variablee. LocalQ69. Your firm has decided to localize its products and services to meet local market demands. A goodapproach to use would be ________ segmentation.a. customerb. imagec. geographicd. benefite. end­useQ70. You have just created the ‘perfect’ ad. It communicates the full mix of benefits upon which the brand isdifferentiated and positioned. This full positioning of the brand is called ________.a. its value propositionb. value profilingc. differentiated marketingd. target marketinge. capturing the consumers’ attentionQ71. By studying its less loyal buyers, a company can detect which brands are most ________ with its own.a. similarb. competitivec. often overlookedd. complementarye. usedQ72. The answer to the customer’s question, ‘Why should I buy your brand?’ is found in the ________.a. quality imageb. customer servicesc. value propositiond. pricing and promotion structuree. differentiationQ73. When Wal­Mart customizes its merchandise store by store to meet shopper needs, it is practicing________.a. social segmentationb. individual marketingc. psychographic marketingd. local marketinge. niche marketingQ74. A company or market offer can be differentiated along the lines of product, image, services, channels,or ________.a. nonprice factorsb. customer servicec. peopled. locatione. pricesQ75. Target marketing sometimes generates controversy and concern. Issues usually involve the targeting of________ consumers with ________ products.a. vulnerable or disadvantaged; controversial or potentially harmfulb. elderly; expensivec. mass market; deceptived. young; appealinge. vulnerable; marketingQ76. The 55­year­old baby boomers share common needs in music and performers. When a music companydecides to serve this group, the group is called a(n) ________.a. target marketb. well­defined marketc. undifferentiated marketd. market segmente. differentiated marketQ77. Developing a product involves defining the benefits that it will offer. These benefits are communicatedand delivered by ________ such as quality, features, and style and design.a. marketing tools b. product attributesc. private brandsd. product mixese. consumer productsQ78. The Ad Council of America has developed dozens of ________ marketing campaigns, including classicssuch as ‘Smokey the Bear,’ ‘Keep America Beautiful,’ and ‘Only You Can Prevent Forest Fires.’a. socialb. brand equityc. placed. servicee. product lineQ79. Product is a key element in a company’s ________, which may, at one extreme, consist of pure tangiblegoods or, at the other extreme, pure services.a. brand extensionb. core customer valuec. brand equityd. co­brandinge. market offeringQ80. Product mix ________ refers to the number of different product lines the company carries. Procter &Gamble markets 250 brands organized into many product lines.a. heightb. lengthc. widthd. depthe. perimeterQ81. A(n) ________ is a name, term, sign, symbol, design, or a combination of these, that identifies thatmaker or seller of a product or service.a. co­brandingb. internal marketingc. brandd. external marketinge. serviceQ82. In recent years, product safety and environmental responsibility have become major ________concerns.a. serviceb. product mixc. packagingd. brandinge. product lineQ83. An increasing number of retailers and wholesalers have created their own ________, also called storebrands.a. shopping productsb. unsought productsc. private brands d. specialty productse. service variabilityQ84. Which of the following capital items is NOT considered accessory equipment?a. buildingsb. hand toolsc. lift trucksd. chairse. desksQ85. Which of the following is most likely to be seen as the major enduring asset of a company, outlastingthe company’s specific products and facilities?a. specialty productsb. convenience productsc. staplesd. unsought productse. brandsQ86. A ________ is defined as anything that can be offered to a market for attention, acquisition, use, orconsumption that might satisfy a want or need.a. productb. service variabilityc. service encounterd. private brande. serviceQ87. Which of the following is an advantage offered by co­branding?a. Brand equity is stabilized.b. Retailers have exclusive products that cannot be purchased from competitors.c. Manufacturers do not have to invest in creating their own brand names.d. Advertising, sales, promotion, and marketing must be carefully coordinated.e. A company can expand its existing brand into a category it otherwise might have difficulty entering alone.Q88. Costco’s Kirkland products are an example of a(n) ________.a. private brandb. sponsorship brandc. organizational brandd. support brande. manufacturer’s brandQ89. In which stage of the PLC will promotional expenditures be especially high in an attempt to createconsumer awareness?a. adoptionb. product developmentc. growthd. maturitye. introductionQ90. ________ is a new­product development approach in which one company department works tocomplete its…