MArketing 1
The Myers-Briggs personality inventory is one typology discussed in class. Which of the following is
NOT one of the dimensions of the Myers Brigs personality inventory?
a. Judgment-perception
b. Thinking-feeling
c. Extrovert-Introvert
d. Sensing-Intuitive
e. Optimist-pessimist
Desiree knows that she does not have very much money. Yet she dreams of being rich and famous like
one of those Hollywood stars you see on television all the time. Her one luxury is to buy fashionable
designer dresses just like those worn on her favorite television shows. In order to survive, she eats
day old bread and lots of rice because it is very inexpensive. Desiree’s desire to save money on food
which she eats alone is motivated by her ____________?
a. Ideal self-concept
b. Actual self-concept.
c. Fashion sense.
d. Need for safety.
e. External motivation.
Zach loves the sport of soccer. He is a huge fan of the Brazilian national team. He collects pictures of
the team and wears the Brazilian team colors during world cup soccer matches. He hopes to be
good enough to play on the Brazilian soccer team some day. For Zach, the Brazilian soccer team is
a(n) ____________?
a. Dissociative group
b. Consideration set
c. Membership group
d. Aspirational group
e. Conformity group
Which of the following would be considered a higher-level need according to Maslow’s hierarchy of
needs?
a. Shelter.
b. Physiological
c. Self Actualization
d. Safety
e. Food and water.
A _______________ is an actual or imaginary group that has a significant impact on a person’s
evaluations, aspirations or behavior?
Select one:
a. Buying center
b. Reference group
c. Personality
d. Consideration set
e. Attitude
_____________ are business customers who purchase products primarily to run the organization.
Select one:
a. Institutions
b. Facilitators
c. Manufacturers
d. Resellers
e. Industrial markets
Bruce is very frustrated. He trying to make copies of a handout for his 9:30 principles of marketing
class and the copier is jammed. The copier is always jammed. He has complained to the purchasing
agent several times, asking them to get a copier that works. Bruce is performing the buying center
role of _________?
Select one:
a. Gatekeeper
b. Influencer
c. User
d. Buyer
e. Decider
Younjin is a purchasing agent for Acme Enterprises. One of the products she is responsible for is copier
paper for the company’s copiers. The company makes lots and lots of copies so they use more than
60 cases of copier paper each week. Recently, one of her colleagues, Bruce has been complaining
that the copiers are jamming a lot. She thinks it might be because the paper is the wrong kind for the
company’s copiers. Also, the chairman of the board made a speech to all of the employees stating
that the company is going to become environmentally sensitive and there will be bonuses for people
who can improve the company’s environmental record. Younjin had heard that some recycled paper
is as good or better than standard copier paper. She decides to re-think where she is buying her
copier paper. Younjin will probably treat copier paper as a __________ decision?
Select one:
a. Straight rebuy
b. Modified rebuy
c. Make or buy
d. Don’t fix if it’s not broken
e. New task buy
What do we mean when we say demand for industrial goods is derived?
Select one:
a. Many business customers use contracts to establish purchase quantities.
b. Business customers consider other things than simply price when deciding to purchase an industrial
good.
c. A product can be considered to be either a consumer product or an industrial product depending on
how it is used.
d. Consumers buy industrial goods indirectly when they purchase consumer goods that use
industrial goods as components.
e. Transportation issues make a significant difference in a company’s ability to use industrial goods in its
products.
Which of the following statements about professional buyers is FALSE?
Select one:
a. Professional buyers are people and have personal as well as professional reasons for making
decisions.
b. Professional buyers usually deal with a limited range of products.
c. Professional buyers are frequently trained in negotiation techniques.
d. The goal of the professional buyer is get the lowest purchase price.
e. Professional buyers may know more about the product they are buying than the person selling it to
them.
Sameer does not smoke. Every day he walks past a billboard advertising Camel cigarettes. In class, the
instructor was talking about how much cigarette advertising is around us and described the billboard
advertising Camel cigarettes as an example. Sameer was surprised by this. He had walked by the
billboard every day, yet he had never noticed that it was an advertisement for cigarettes. This is an
example of _____________?
Select one:
a. Selective interpretation
b. Selective service
c. Selective retention
d. Selective attention
e. Selective memory
Attitudes are permanent
Select one:
True
False
Subcultures can be powerful segmentation variables because people have more choice about the
subcultures they choose to identify with. This means?
Select one:
a. They will only buy goods and services from members of their subculture.
b. They are more likely to have money to spend on luxury products.
c. Everyone who is a member of a subculture will want similar products.
d. The law of supply and demand does not apply to a subculture.
e. They are more likely to seek out products that affirm their membership in the subculture
A person’s food preferences, rituals, and even a sense of what is right and what is wrong can be strongly
influenced by his/her ___________?
Select one:
a. Decision
b. Market
c. Advertising
d. Fashion sense
e. Culture
A(n) _____________ is a learned predisposition to respond to an object or a class of objects in a
consistently favorable or unfavorable way?
Select one:
a. Product
b. Motivation
c. Attitude
d. Education
e. Market
_____________ are business customers who purchase goods to incorporate them into other
products for other businesses to use.
Select one:
a. Industrial Markets
b. Resellers
c. Facilitators
d. Governments
e. Institutions
Compared to the size of the business market in dollars, the consumer market is much smaller.
Select one:
True
False
Many complicated products such as computers or automobiles are assembled using many component
parts. Once a sales forecast for the main product has been established, it is relatively easy to
estimate sales of the component products because of the ____________ characteristic of business
markets?
Select one:
a. Derived demand
b. Inelastic demand
c. Market structure
d. Buying center
e. Acceleration principle
The group of people in an organization who become involved in the purchase decision are a(the)
_________?
Select one:
a. Component parts.
b. Customer council
c. Decision makers
d. Buying center
e. Professional buyer
Which of the following statements comparing the consumer buying process to the business buying
process is TRUE?
Select one:
a. Both businesses and consumers are trained to consider factors such as the reliability of the supplier
when making the purchase decision.
b. Both businesses and consumers purchase products for their personal enjoyment.
c. Both businesses and consumers solve problems using a five-step process.
d. Businesses are more likely to make a purchase based on an emotional reactin to the product than
consumers are.
e. Consumers are more analytical about their purchases than businesses are.
Which of the following is NOT a situational influence on the consumer buying process?
Select one:
a. A person’s mood
b. The buying task
c. Personality
d. The time of day
e. Atmospherics
________________ consists of the relatively permanent, homogeneous divisions in a society into which
people sharing similar values, interests and behavior can be grouped.
Select one:
a. Target market
b. Reference group
c. Social class
d. Culture
e. Market segment
When making purchases, it really doesn’t matter how you feel emotionally.
Select one:
True
False
The first source people turn to for information when making a purchase is…?
Select one:
a. Commercial information provided by marketers
b. Trusted friends
c. Social media
d. Blogs
e. None of these are the first source people turn to for information when making a purchase.
People put a lot of effort into routine purchases, even though they would rather not.
Select one:
True
False
What is the difference between a business customer and an individual consumer.
Select one:
a. Both businesses and individual consumers buy products to help run the organization.
b. A business buys things to make other products while an individual consumer buys things in order to
sell them to others.
c. A business buys products in order to make money while an individual buys products for
personal enjoyment.
d. Businesses tend to make smaller purchases than individual consumers do.
e. Consumers go through a 5-stage buying process while business customers do not use a 5-stage
buying process.
What is the difference between a business customer and an individual consumer.
Select one:
a. Price is more important to the business customer than to the individual consumer because business
customers buy products in order to make money.
b. Mass marketing techniques are less effective on business customers because business buyers are
professional and are trained to ignore advertising.
c. Mass marketing techniques are usually less cost effective in business marketing than in
consumer marketing because there are fewer business customers than individual
consumers.
d. Mass marketing techniques are usually more effective in business markets because business buyers
watch the same television shows as everybody else.
e. Mass marketing techniques are usually less effective in business markets because advertising creates
smaller transactions than personal selling.
Bruce is very frustrated. He trying to make copies of a handout for his 9:30 principles of marketing
class and the copier is jammed. The copier is always jammed. He has complained to the purchasing
agent several times, asking them to get a copier that works. Bruce is performing the buying center
role of _________?
Select one:
a. Buyer
b. User
c. Influencer
d. Decider
e. Gatekeeper
In a(n) _____________ situation, multiple suppliers are invited to submit proposals for a contract to
supply a good or service to a business customer?
Select one:
a. Competitive bidding.
b. Reciprocal selling.
c. Environmental scanning.
d. Open outcry auction.
e. Modified re-buy.
Why is demand inelastic for many industrial goods?
Select one:
a. Because when component prices are lower, manufacturers will use more component parts in their
products.
b. Because the component cost is so small relative to the cost of the end product that large
changes in the price for the component will have little impact on demand for the end product.
c. Because buying agents for business products are trained negotiators which limits the impact of price
increases on demand.
d. Because large changes in price result in small changes in the quantity demanded.
e. Because industrial products are less fashion-oriented so demand doesn’t change when fashion trends
change.
Research has shown that the influence of family on the consumer buying process is very strong. This is
