1. A marketer wanting to determine business buyer behavior is most likely to ask which of the following questions?
a. Are buyers sensitive toward price changes in consumer markets?
b. What are the major influences on buyers?
c. Are niche markets more profitable than mass markets?
d. How do interpersonal factors affect organizational performance?
e. Is the role of gatekeepers relevant in the international business environment?
2. Mary Adams is helping her company develop a marketing program for a new product line. The program is designed to appeal most to less materialistic consumer groups who are likely to prize experience, not acquisition. The marketing program is most likely designed to appeal to which of the following demographic groups?
a. Generation X
b. Millennials
c. Echo Boomers
d. Silent Generation
e. Lost Generation
3. The single most important demographic trend in the United States is the __________.
a. changing age structure of the population
b. mobility of families
c. changing family structure of the population
d. increasing number of professional jobs
e. increasing birth rate
4. Which of the following is true of Gen Xers?
a. They are considerably larger than the boomer generation.
b. They were the first to grow up in the Internet era.
c. They are less educated than the Baby Boomers.
d. They are more materialistic than the Millennials.
e. They rarely research a product before purchasing it.
5. In __________ research, the objective is to gather preliminary information that will help define the problem and suggest hypotheses.
a. exploratory
b. statistical
c. causal
d. analytic
e. descriptive
6. Which of the following is true with regard to marketing research?
a. The marketing research process depends primarily on sophisticated internal databases.
b. The marketing research process requires assessing macroeconomic forces.
c. Marketing research gives marketers insights into customer motivations.
d. Marketing research eliminates the need for a SWOT analysis.
e. Marketing research is a simple two-step process.
7. JoAnn Fabrics Inc. has created a new combination of colors and fabric types. The firm wants to know how consumers will perceive the new product. The firm is concerned with the product __________.
a. idea
b. displacement
c. image
d. activation
e. placement
8. Nike produces shoes out of “environmentally preferred materials”, recycles old sneakers, and educates young people about conserving, reusing, and recycling. Nike is practicing:
a. IN new clean technology.
b. design for environment.
c. corporate social responsibility.
d. brand imaging.
e. pollution prevention.