Questions:
1. All of the following are rules of thumb for questionnaire design EXCEPT ________.
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.
developing
distributing
communicating
reversing
researching
3. A ________ is someone seeking a response (attention, a purchase, a vote, a donation) from another party, called the ________.
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' ________.
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.
Cohorts
Populations
Demographics
Societies
Markets
6. Procurement, technology development, human resource management, and firm infrastructure are handled in certain specialized departments and are called ________.
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?
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).
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.
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 ________.
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)?
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 ________.
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 ________.
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 ________.
defined strategy
focused strategy
value-added strategy
competitive advantage strategy
customer-focused strategy
15. A social definition of marketing says ________.
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 ________.
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.
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.
demographic segments
cliques
consumer bundles
subcultures
behavioral niches
19. Time-series analysis, exponential smoothing, and statistical demand analysis are all forms of ________.
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.
reactive market orientation
proactive marketing orientation
total market orientation
impulsive market orientation
holistic market orientation