Discussion questions:
1. Question : All of the following are rules of thumb for questionnaire design EXCEPT ________.
Student Answer: making questions as simple as possible making
the questions specific ensuring that fixed responses overlap
avoiding hypothetical questions avoiding questions with a negative in them
2. Question : The last step in the value creation and delivery sequence is ________ the value
where the sales force, sales promotion, advertising, and other communication tools announce and promote
the product.
Student Answer: developing distributing
communicating reversing researching
3. Question : A ________ is someone seeking a response (attention, a purchase, a vote, a
donation) from another party, called the ________.
Student Answer: salesperson; customer fund-raiser; contributor
politician; voter marketer; prospect
celebrity; audience
4. Question : Today, corporations need to make sure that they are good corporate citizens and
that their consumer messages are honest in order to positively align themselves with consumers' ________.
Student Answer: views of others views of organizations
views of themselves views of the universe views of
society
5. Question : ________ are groups of individuals who are born during the same time period and
travel through life together.
Student Answer: Cohorts Populations
Demographics Societies Markets
6. Question : Procurement, technology development, human resource management, and firm
infrastructure are handled in certain specialized departments and are called ________.
Student Answer: materials handling support activities
inventory activities primary activities benchmark activities
7. Question : Business realignment may be necessary to maximize core competencies. Which of the
following would be one of the steps in this realignment process?
Student Answer: reviewing all macro relationships reviewing global
outreach projections redefining the business concept (the "big idea")
reviewing successes from e-commerce (if any) revamping the ethics statement
8. Question : According to the information found in the social-cultural environment, with
respect to views of others, ________ are considered to be things that allow people who are alone to feel
they are not (e.g., television, home video games, and Internet chat rooms).
Student Answer: social surrogates subliminal fantasies
relationship avoidance primary products secondary
products
9. Question : The firm should estimate its competitors' costs and performances as ________
against which to compare its own costs and performance.
Student Answer: competition standards
challenges benchmarks moveable standards
10. Question : In the famous case where Coca-Cola introduced New Coke after much research, the
failure of New Coke was largely due to a marketing research barrier identified as ________.
Student Answer: a narrow conception of the research uneven caliber
of researchers poor framing of the problem late and
occasional erroneous findings personality and presentation differences
11. Question : Which of the following types of marketing research firms would best be described
as being one that gathers consumer and trade information which they sell for a fee (e.g., Nielsen Media
Research)?
Student Answer: Custom marketing research firms Syndicated-
service research firms Specialty-line marketing research firms
General-line marketing research firms Nonprofit marketing research firms
12. Question : Value reflects ________.
Student Answer: the price consumers are charged for a product
the cost of manufacturing a product the degree to which consumer demand for the
product is positive
the sum of the perceived tangible and intangible benefits and costs to customers
all of the above
13. Question : The value of an offering is described as ________.
Student Answer: the price consumers are charged for a product
the cost of manufacturing a product the degree to which consumer demand for a
product is positive the sum of the tangible and intangible benefits and costs to
customers
the intangible benefits gained from a product
14. Question : When a business gets to know market segments intimately and pursues either cost
leadership or differentiation within the target segment, it is employing a ________.
Student Answer: defined strategy focused strategy
value-added strategy competitive advantage strategy
customer-focused strategy
15. Question : A social definition of marketing says ________.
Student Answer: effective marketing requires companies to remove intermediary parties to
achieve a closer connection with direct consumers
a company should focus exclusively on achieving high production efficiency, low
costs, and mass distribution to facilitate the broadest possible access to the company's products
marketing is a societal process by which individuals and groups obtain what they
need and want through creating, offering, and freely exchanging products and services of value with
others
marketing is the process of extracting maximal value from consumers to
facilitate corporate growth
marketing is the process of aggressive selling and promotion to encourage the
purchase of products that might otherwise be unsought by the consumer
16. Question : The firm's success depends both on how well each department performs its work,
and on how well the various departmental activities are coordinated to conduct ________.
Student Answer: core strategies satellite businesses
core values core business processes core technologies
17. Question : A company can take several steps to improve the quality of its marketing
intelligence. If the company purchases competitive products for study, attends open houses and trade
shows, and reads competitors' published reports and stockholder information, the company is using
________ to improve the quality of its marketing intelligence.
Student Answer: sales-force surrogates intermediaries
external networks advisory panels customer
feedback systems
18. Question : Each society contains ________, groups with shared values emerging from their
special life experiences or circumstances.
Student Answer: demographic segments cliques
consumer bundles subcultures behavioral niches
19. Question : Time-series analysis, exponential smoothing, and statistical demand analysis are
all forms of ________.
Student Answer: expert opinion market-test methods
buyer intention surveys past-sales analysis none of the
above
20. Question : Several scholars have found that companies who embrace the marketing concept
achieve superior performance. This was first demonstrated for companies practicing a ________-
understanding and meeting customers' expressed needs.
Student Answer: reactive market orientation proactive marketing
orientation total market orientation impulsive market
orientation holistic market orientation
1. Question : When marketers profile the customer buying-decision process by thinking about how
they themselves would act, these marketers are employing the ________.
Student Answer: retrospective method
introspective method
consumption system method
prospective method
prescriptive method
2. Question : All of the following are examples of the perils of CRM EXCEPT ________.
Student Answer: implementing CRM before creating a customer strategy
the enormous cost that might eventually drain significant profits from the
organization
rolling out CRM before changing the organization to match
assuming more CRM technology is better
stalking, not wooing, customers
3. Question : Using his company's ________ lets a telemarketer respond to customer inquiries
more effectively because he or she can see a total picture of the customer relationship.
Student Answer: data warehouse
call back list
call rejection list
corporate database
Better Business Bureau contacts
4. Question : ________ refers to the manner by which consumers code, categorize, and evaluate
financial outcomes of choices.
Student Answer: Cost accounting
Financial accounting
Behavioral accounting
Mental accounting
Factual accounting
5. Question : People choose products that reflect and communicate their role and actual or
desired ________ in society.
Student Answer: group
status
attitudes
beliefs
feelings
6. Question : In general, companies can use their databases in all of the following ways EXCEPT
________.
Student Answer: to predict competitive strategies and plans
to identify prospects
to decide which customers should receive a particular offer
to deepen customer loyalty
to avoid serious customer mistakes
7. Question : Although actual costs vary from business to business depending on the complexity
of the sales process, the most expensive customer acquisition method based on cost per solicitation is
________.
Student Answer: personal selling
direct mail
telemarketing
banner advertisements
e-mail
8. Question : ________ risk occurs if the product fails to perform up to expectations.
Student Answer: Physical
Financial
Social
Psychological
Functional
9. Question : Of customers who register a complaint, ________.
Student Answer: the majority will do business with the company again because they are
unwilling to dedicate the effort required to find another vendor
none will do business with the company again
customers whose complaints are satisfactorily resolved spread more word of mouth
than those who continue to be dissatisfied
the speed of resolution has no impact on the likelihood of repeat business
between approximately half and three-quarters will do business with the company
again if their complaint is resolved
10. Question : The buying process starts when the buyer recognizes a(n) _________.
Student Answer: product
advertisement for the product
salesperson from a previous visit
problem or need
internal cue
11. Question : Marketers use all of the following techniques to convert a low-involvement
product into one of high involvement EXCEPT ________.
Student Answer: linking the product to some involving personal situation
linking the product to some involving issue
designing advertising to trigger strong emotions related to personal values or
ego defense
adding an important feature
raising the price
12. Question : With the ________ heuristic, the consumer sets a minimum acceptable cutoff level
for each attribute and chooses the first alternative that meets the minimum standard for all attributes.
Student Answer: conjunctive
lexicographic
elimination-by-aspects
primary
secondary
13. Question : Susan Lefferts' company advertises widely. Ms. Lefferts uses business reply cards
attached to her company's magazine ads to build her company's database. In which of the following ways
would Ms. Lefferts most likely use the database?
Student Answer: To deepen customer loyalty
To reactivate customer purchases
To avoid serious customer mistakes
To determine if up-selling is appropriate
To identify prospects
14. Question : Anne prefers Yoplait strawberry yogurt over other brands. When she decides to try
a different flavor, she picks another Yoplait yogurt because she believes that, if the strawberry flavor
is good, other Yoplait flavors must be good as well. This behavior is best described as ________.
Student Answer: discrimination
associative networking
generalization
heuristic thinking
self-actualization
15. Question : Consumption may be shaped by ________ (such as marriage, childbirth, or divorce).
Student Answer: the psychological life cycle
the product life cycle
the life/death life cycle
postpuberty cycles
critical life events or transitions
16. Question : The 20-80 rule reflects the idea that ________.
Student Answer: the top 20% of customers often generate 80% of the company's profits
the top 20% of customers are highly satisfied and 80% of customers will recommend
the company to a friend
20% of customers are unprofitable, and 80% make up a company's profits
20% of the company's profits are generated by the top 80% of customers
any new product offering will be accepted by 20% of the customers immediately,
but 80% of the customers will be up for grabs throughout the product's life cycle
17. Question : Consumers often choose and use brands that have a brand personality consistent
with how they see themselves, also known as the ________.
Student Answer: actual self-concept
ideal self-concept
others' self-concept
prohibitive self-concept
suggestive self-concept
18. Question : A child growing up in the United States is exposed to all of the following values
EXCEPT ________.
Student Answer: achievement and success
activity
efficiency and practicality
the importance of the group in daily life
freedom
19. Question : When companies provide rewards to customers who buy frequently and in substantial
amounts, this is referred to as ________.
Student Answer: benefit programs
frequency programs
satisfaction programs
loyalty programs
quality programs
20. Question : All of the following are methods to form strong customer bonds EXCEPT ________.
Student Answer: creating superior products, services, and experiences for the target
market
making it easy for customers to reach the appropriate company personnel and
express their needs, perceptions, and complaints
organizing and making accessible a database of information on individual customer
needs, preferences, contacts, purchase frequency, and satisfaction
running award programs recognizing outstanding employees
concentrating the planning and management of the customer satisfaction and
retention process within the marketing department
1. Question : If a marketing manager segments the market into culture-oriented, sports-
oriented, or outdoor-oriented groups, he or she is segmenting on the basis of ________.
Student Answer: personality behavioral occasions
user status psychographic lifestyle readiness stage
2. Question : ________ is composed of all parties who participate in the purchasing decision-
making process and share common goals and risks associated with their decisions.
Student Answer: The buying center The marketing sales team
Strategic management Engineering support The logistics
center
3. Question : In order to successfully develop customer reference stories, firms should
________.
Student Answer: state the customer's needs in compelling terms
use very few direct customer quotes avoid referencing the barriers to satisfying
customer needs describe the company's solution in terms of products and
services
focus on qualitative results
4. Question : If a buyer is loyal to two or three different brands of soap, this buyer's
loyalty status can be described as being among the ________.
Student Answer: switchers shifting loyals
split loyals hard-core loyals antiloyals
5. Question : Which of the following methods may be used by buyers to review the performance of
chosen suppliers?
Student Answer: The buyer may contact the end users and ask for their evaluations.
The buyer may rate the supplier on several criteria using a weighted-score
method.
The buyer might aggregate the cost of poor performance to come up with adjusted
costs of purchase, including price.
All of the above None of the above
6. Question : Which of the following statements about market segmentation is true?
Student Answer: It involves changing the identity of a product, relative to the identity
of competing products, in the collective minds of the target market.
It is a process of evaluating each segment's attractiveness and selecting one or
more to enter.
It is a process of creating an image or identity of the product in the minds of
the target market.
It is a process of identifying and profiling distinct groups of buyers who
differ in their needs and wants.
It is the quality of how marketers go to market with the goal of optimizing
their spending to achieve good results.
7. Question : Business buyers are ultimately purchasing solutions to two problems: the
organization's economic and strategic problem and ________.
Student Answer: their own personal need for individual achievement and reward
the community's continued health and well-being the fulfillment of the
company's social impact goals to maximize overall firm performance
none of the above
8. Question : The ________ consists of all the organizations that acquire goods and services
used in the production of other products or services that are sold, rented, or supplied to others.
Student Answer: business market consumer market
e-commerce market global market supplier market
9. Question : Procter & Gamble has many soap brands. One reason for this is that soap users
tend to group together in terms of preferences such as bleaching action, softness, stain removal, et
cetera. Which of the following preferences pattern would most likely apply to P&G's method of response to
market needs?
Student Answer: Homogeneous preferences Diffused preferences
Clustered preferences Psychological preferences
Cultural preferences
10. Question : According to PRIZM, the ________ cluster is characterized as being in their late
forties and fifties, college-educated, upper-middle-class homeowners that married late and are still
raising children in comfortable suburban subdivisions and are still pursuing kid-centered lifestyles?
Student Answer: Cosmopolitans Beltway Boomers
Young Digerati Winner's Circle Old Milltowns
11. Question : The purchasing department buys office supplies on a routine basis. This type of
purchase is classified as a ________.
Student Answer: straight rebuy modified rebuy
new task secondary purchase preordained purchase
12. Question : The ________ market consists of schools, hospitals, nursing homes, prisons, and
other institutions that must provide goods and services to people in their care.
Student Answer: vertical nonprofit spot
secondary business institutional
13. Question : ________ is a key industrial marketing strategy in bidding to build large-scale
industrial products (e.g., dams, pipelines, et cetera).
Student Answer: Systems contracting Systems buying
Systems selling Solutions buying Turnkey logistics
14. Question : If Ampex Support Systems is the single supplier for a local manufacturing
company's MRO (maintenance, repair, operating) supplies and needs, Ampex Support Systems is considered as
providing ________ for the manufacturer.
Student Answer: systems buying purchasing support
turnkey logistics decision support systems contracting
15. Question : In the proposal solicitation process, ________ should be marketing documents that
describe value and benefits in customer terms.
Student Answer: written proposals oral proposals
e-proposals alliance proposals global proposals
16. Question : Many business buyers prefer to buy a total solution to a problem from one seller.
________ is the correct term for this process.
Student Answer: Channel consolidation Systems buying
Vertical buying Horizontal buying Supply buying
17. Question : Mothers-to-be are potential users who will turn into heavy users of infant
products and services. By targeting mothers-to-be as future heavy users, producers of these products and
services are segmenting consumers on the basis of ________.
Student Answer: usage rate buyer-readiness stage
loyalty status user status benefits
18. Question : ________ is the strategic coordination of economic, psychological, political, and
public relations skills, to gain the cooperation of a number of parties in order to enter or operate in a
given market.
Student Answer: Metamarketing Macromarketing
Micromarketing Megamarketing Modular marketing
19. Question : Webster and Wind define ________ as the decision-making process by which formal
organizations establish the need for purchased products and services and identify, evaluate, and choose
among alternative brands and suppliers.
Student Answer: marketing channels organizational buying
demand-oriented buying purchasing inventory
control
20. Question : A behavioral segmentation method related to the Conversion Model is the Gravity
of Decision Spectrum. On the shallow end of the spectrum, consumers seek products and services they think
will ________.
Student Answer: make them appear more wealthy than they are help
them save face in publicly visible situations reinforce their emotional stability
align with their core values and beliefs save them time, effort, and
money
1. Question : A(n) ________ appeal elaborates on a non-product-related benefit or image when
advertising a product or service.
Student Answer: informational destructive
involving creative transformational
2. Question : The macromodel of effective communications contains nine elements. Two elements
represent the major parties in a communication. These two parties are called ________ and ________.
Student Answer: sender; subject beginner; receiver
receiver; starter initiator; receiver sender; receiver
3. Question : In which step is the salesperson "telling the story" of his product or service?
Student Answer: Preapproach Prospects
Presentation Closing Follow-up
4. Question : The ________ method of measuring event effectiveness identifies the effect
sponsorship had on consumers' brand knowledge.
Student Answer: incremental supply-side demand-
side historical experimental
5. Question : An effectively trained company sales force can make four important contributions:
enthusiasm building, missionary selling, key account management, and ________.
Student Answer: customer contacts relationship selling
direct sales contacts increased stock position account
management
6. Question : The underlying customer strategy for the sales force of a business in the growth
phase of the business life cycle is to ________.
Student Answer: create awareness and generate quick product uptake
penetrate deeper into existing segments and develop new ones focus on efficiently
serving and retaining existing customers emphasize efficiency
protect critical customer relationships
7. Question : In choosing the proper media to carry the message, advertisers must decide on
________.
Student Answer: strategy, users, and media target markets, users,
and heavy users markets, target markets, and consumers
reach, impact, and television stations reach, frequency, and impact
8. Question : Merchandise offered at a relatively low cost or free as an incentive to purchase
a particular product is known as ________.
Student Answer: a price pack a sample premiums
a tie-in cross-promotions
9. Question : When two or more brands or companies team up on coupons, refunds, and contests to
increase pulling power, it is called ________.
Student Answer: price packs frequency promotions
team promoting tie-in promotions cross-promotions
10. Question : Once the target market is defined, the marketer needs to obtain specific names,
which can be obtained by purchasing a list of names. The better lists include overlays of ________ and
________ information.
Student Answer: financial; buying groups demographic; financial
opinions; interests demographic; attitudes
demographic; psychographic
11. Question : One of the advantages of direct mail is audience selectivity. One of its
limitations is ________.
Student Answer: its short life poor reproduction quality
high competition long ad purchase lead time
relatively high cost
12. Question : Marketing managers must prepare implementation and control plans that cover the
various elements of the sales promotion program. ________ is the time necessary to prepare the program
prior to launching it.
Student Answer: Sell-in time Pretesting Duration
Lead time Forwarding
13. Question : When a relationship management program is properly implemented, the organization
will begin to focus as much on managing its customers as on managing its ________.
Student Answer: finances products
personnel markets brands
14. Question : ________ is the specialized knowledge that the communicator possesses to back the
advertising claim.
Student Answer: Likeability Source
Expertise Trustworthiness Faith
15. Question : One of the advantages of television is that it combines sight, sound, and motion,
appealing to the senses, high attention, and high reach. One of the disadvantages of television is its
________.
Student Answer: use of the "remote control" to zap through commercials
high clutter cable channels fragmented markets
censorship possibilities
16. Question : Today's customers expect a salesperson have deep product knowledge, to be
efficient and reliable, and to add ideas to improve the customer's operations. These demands are forcing
companies to make higher investments in ________.
Student Answer: sales training internal salespeople
management controls premium offers sales-force promotions
17. Question : Call centers that initiate calls to prospects and customers are called _________.
Student Answer: teleprospecting telesales
telecoverage outbound telemarketing inbound telemarketing
18. Question : Communication researchers see society as consisting of ________, small groups
whose members interact frequently and whose closeness facilitates effective communication but also
insulates them from new ideas.
Student Answer: social networks buzzes
cliques viruses campaigns
19. Question : Direct-mail prospects can be identified on the basis of such variables as age,
sex, income, education and ________.
Student Answer: banking practices previous mail-order purchases
previous purchases response to mail-order catalogs
telemarketing response
20. Question : Salespeople need to know how to recognize closing signs from the buyer, including
physical actions, statements or comments, and ________.
Student Answer: products questions concerns
actions objections
1. All of the following are rules of thumb for questionnaire design EXCEPT ________. (Points : 5)
making questions as simple as possible
making the questions specific
ensuring that fixed responses overlap
avoiding hypothetical questions
avoiding questions with a negative in them
2. The last step in the value creation and delivery sequence is ________ the value where the sales force, sales promotion, advertising, and other communication tools announce and promote the product. (Points : 5)
developing
distributing
communicating
reversing
researching
3. A ________ is someone seeking a response (attention, a purchase, a vote, a donation) from another party, called the ________. (Points : 5)
salesperson; customer
fund-raiser; contributor
politician; voter
marketer; prospect
celebrity; audience
4. Today, corporations need to make sure that they are good corporate citizens and that their consumer messages are honest in order to positively align themselves with consumers' ________. (Points : 5)
views of others
views of organizations
views of themselves
views of the universe
views of society
5. ________ are groups of individuals who are born during the same time period and travel through life together. (Points : 5)
Cohorts
Populations
Demographics
Societies
Markets
6. Procurement, technology development, human resource management, and firm infrastructure are handled in certain specialized departments and are called ________. (Points : 5)
materials handling
support activities
inventory activities
primary activities
benchmark activities
7. Business realignment may be necessary to maximize core competencies. Which of the following would be one of the steps in this realignment process? (Points : 5)
reviewing all macro relationships
reviewing global outreach projections
redefining the business concept (the "big idea")
reviewing successes from e-commerce (if any)
revamping the ethics statement
8. According to the information found in the social-cultural environment, with respect to views of others, ________ are considered to be things that allow people who are alone to feel they are not (e.g., television, home video games, and Internet chat rooms). (Points : 5)
social surrogates
subliminal fantasies
relationship avoidance
primary products
secondary products
9. The firm should estimate its competitors' costs and performances as ________ against which to compare its own costs and performance. (Points : 5)
competition
standards
challenges
benchmarks
moveable standards
10. In the famous case where Coca-Cola introduced New Coke after much research, the failure of New Coke was largely due to a marketing research barrier identified as ________. (Points : 5)
a narrow conception of the research
uneven caliber of researchers
poor framing of the problem
late and occasional erroneous findings
personality and presentation differences
11. Which of the following types of marketing research firms would best be described as being one that gathers consumer and trade information which they sell for a fee (e.g., Nielsen Media Research)? (Points : 5)
Custom marketing research firms
Syndicated-service research firms
Specialty-line marketing research firms
General-line marketing research firms
Nonprofit marketing research firms
12. Value reflects ________. (Points : 5)
the price consumers are charged for a product
the cost of manufacturing a product
the degree to which consumer demand for the product is positive
the sum of the perceived tangible and intangible benefits and costs to customers
all of the above
13. The value of an offering is described as ________. (Points : 5)
the price consumers are charged for a product
the cost of manufacturing a product
the degree to which consumer demand for a product is positive
the sum of the tangible and intangible benefits and costs to customers
the intangible benefits gained from a product
14. When a business gets to know market segments intimately and pursues either cost leadership or differentiation within the target segment, it is employing a ________. (Points : 5)
defined strategy
focused strategy
value-added strategy
competitive advantage strategy
customer-focused strategy
15. A social definition of marketing says ________. (Points : 5)
effective marketing requires companies to remove intermediary parties to achieve a closer connection with direct consumers
a company should focus exclusively on achieving high production efficiency, low costs, and mass distribution to facilitate the broadest possible access to the company's products
marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others
marketing is the process of extracting maximal value from consumers to facilitate corporate growth
marketing is the process of aggressive selling and promotion to encourage the purchase of products that might otherwise be unsought by the consumer
16. The firm's success depends both on how well each department performs its work, and on how well the various departmental activities are coordinated to conduct ________. (Points : 5)
core strategies
satellite businesses
core values
core business processes
core technologies
17. A company can take several steps to improve the quality of its marketing intelligence. If the company purchases competitive products for study, attends open houses and trade shows, and reads competitors' published reports and stockholder information, the company is using ________ to improve the quality of its marketing intelligence. (Points : 5)
sales-force surrogates
intermediaries
external networks
advisory panels
customer feedback systems
18. Each society contains ________, groups with shared values emerging from their special life experiences or circumstances. (Points : 5)
demographic segments
cliques
consumer bundles
subcultures
behavioral niches
19. Time-series analysis, exponential smoothing, and statistical demand analysis are all forms of ________. (Points : 5)
expert opinion
market-test methods
buyer intention surveys
past-sales analysis
none of the above
20. Several scholars have found that companies who embrace the marketing concept achieve superior performance. This was first demonstrated for companies practicing a ________-understanding and meeting customers' expressed needs. (Points : 5)
reactive market orientation
proactive marketing orientation
total market orientation
impulsive market orientation
holistic market orientation