Nike has adopted a marketing management philosophy holding that achieving
success depends on determining and satisfying customer needs and wants better
than the competition. This suggests that Nike is practicing the ______concept.
• Marketing
Among the four eras (or orientations) in the history of American business, the
marketing concept era:
• immediately followed the sales era
_____ represents the value of the entire stream of purchases that the customer
would make over a lifetime of patronage.
• Customer lifetime value
As discussed in lecture, the “proliferation of alternatives” means that:
• consumers have many more choices than they did in the past
Amazon has expanded its product o&erings from books to music, videos and many
other categories. Its primary goal for doing this was to:
• increase its share of customer
According to the textbook, a firm that focuses on standardizing its product o&ering,
manufacturing in volume, and competing on price is using the ________ concept.
• Production
The set of controllable tactical marketing tools – product, price, place, and
promotion – that the firm blends to produce the response it wants in the target
market is called:
• The marketing mix
Arranging for a product to occupy a clear, distinctive and desirable place relative to
competing products in the minds of target consumers is known as:
• Market positioning
According to the growth-share matrix, a product with relatively high market share
and a high rate of market growth is referred to as a:
• Star
A group of consumers who respond in a similar way to a given set of marketing
e&orts is known as a:
• Market segment
According to the textbook, the strategic planning process begins by:
• de(ning the company mission
Johnson and Johnson’s strategy to persuade adults to use its baby shampoo is an
example of _______, targeting a new market with an existing product.
• Market development
During the _______ function of the marketing management process, a firm measures
and evaluates results and takes any required corrective action.
• Control
“The actors and forces outside marketing that a&ect marketing management’s
ability to build and maintain successful relations with target customers,” is the
book’s definition for the:
• Marketing environment
____ refer to firms that help the company to promote, sell, and distribute its goods
to final buyers.
• Marketing intermediaries
According to the text, the company’s macro-environment includes all of the
following except:
• Competitive forces
The introduction of the digital camera has had a major impact on companies like
Kodak and Fuji. This is an example of a __________ environmental force.
• Technological
Generally, ____ beliefs and values are very resistant to change, while _____ beliefs
and values are not.
• Core; secondary
Cathay pacific Airlines determined that many travelers were avoiding Hong Kong
because of lengthy delays at immigration. The company addressed the problem by
helping the Government to hire additional inspectors. This is an example:
• proactive environmental response
_______ concept of identifying competitors focuses on the core bene(t sought and
the steps buyers taking in obtaining and using the product.
• market
_____ refers to information that already exists somewhere, having been collected for
another purpose.
• Secondary research
Marketing research data obtained by manipulating factors under tightly controlled
conditions to test cause and e&ect relationships would use which of the following
primary data methods:
• Experiments
Marketing research conducted using focus groups for the purpose of de(ning
research issues and suggesting hypotheses is called _________ research.
• Exploratory
Which form of survey research is usually the most expensive on the basis of cost
per completed interview?
• Personal interview
The growth of the Internet has had a dramatic impact on how marketing research is
conducted. Marketing researchers have found that the Internet is especially well
suited to gathering what type of data?
• Quantitative
According to the text, if a consumer perceives signiticant di&erences between
brands, but is making a low involvement purchase decision, he/she is likely to
engage in _________________ buying behavior.
• Variety seeking
Consumers experience need recognition when their _____ state is not equal to their
_____ state.
• Ideal, actual
When making a decision about which products to (nd information about, a
consumer will recall brands from his/her __________.
• Evoked set
As a marketer, it is very important that you understand consumer ________ and
______.
• Needs, wants
The Consumer Decision Process discussed in class includes the following steps in
this order:
• need recognition, information search, evaluation of alternatives, purchase
decision, post purchase behavior
As discussed in lecture, there are many factors that in?uence consumer behavior.
Which of the following IS NOT included?
• innovator
Many factors a&ect how buyers behave. An important model related to in?uences
that tracks our needs as we mature is called:
• modern family life cycle
A consumer entered a store intending to buy Brand A but ended up buying Brand B
because the salesperson convinced him that it is a better choice for his needs. This
illustrates the ____________ stage of consumer decision making process.
• Purchase decision
A consumer may be highly involved in the purchase of a bottle of wine to take to a
friend’s house for dinner because he/she believes there is a high level of
_____________ risk in the purchase.
• social
_________ are individuals within a reference group who, because of special skills,
knowledge, or personality, exert in?uence on others.
• Opinion leaders
According to lecture, most consumers would employ ________ buying behavior for
moderately priced items like a toaster or a pair of shoes.
