Chapter 13 – Marketing: Helping Buyers Buy
186. Roosevelt Community College has experienced declining enrollment for the past three
years. In the past the college has relied strictly on enrollment from newly graduated high
school students. In order to identify other potential markets, Roosevelt Community
College would benefit from:
A. test marketing.
B. sales promotions.
C. marketing research.
D. a stakeholder audit.
Feedback: Marketing research is the analysis of markets to determine opportunities and
challenges, and to find the information needed to make good decisions such as how to reach
other target markets.
187. As part of her responsibilities as a marketing manager, Jan has completed a review of
data her department has gathered through telephone interviews, mail surveys and focus
groups. Jan is disappointed because the research results strongly suggest that a product
idea she helped develop is unlikely to be popular with potential customers. Jan should:
A. proceed with product development because the opinions of experienced marketing
managers often turn out to be more accurate than marketing research.
B. accept the research results and reevaluate the proposed product.
C. continue developing the product, but try to find ways to reduce production costs.
D. put the product on temporary hold, throw out the results of the research, and design and
conduct a new study.
Feedback: Marketing managers must carefully and honestly interpret the data generated by
marketing research in order to make informed decisions. Marketing research efforts should be
an ongoing process.
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188. Good marketing research helps us identify what customers have purchased in the past
and what they are likely to want in the future. Now that Disney™ is preparing to open its
latest Theme Park in Shanghai, it will be collecting lots of information on what customers
want while they are at the park. The marketing research company representing Disney
might create original surveys with targeted questions that help it collect reliable
information. This type of research is described by marketing professionals as the
collection of________.
A. sequential data.
B. formative data.
C. primary data.
D. secondary data.
Feedback: Primary data is the collection of original information, by creating research
techniques unique to this particular study. The creation of a survey is one type of primary
data.
189. ____________ is the process of identifying factors that can affect marketing success.
A. Environmental scanning
B. Target marketing
C. Niche marketing
D. Segmentation analysis
190.
Chapter 13 – Marketing: Helping Buyers Buy
The most important technological change likely to affect the marketing success of many
firms is the:
A. growth of consumer databases, blogs, and social networking.
B. speed of service from faster check-outs.
C. level of computer literacy of the target market.
D. number of computers in use in the home.
191. One of the social trends that marketers must monitor to maintain their close
relationship with customers is the:
A. increase in the number of competitors servicing the target market.
B. amount of unemployment in the target market.
C. number of people who can use computers with proficiency.
D. increase in the number of older Americans.
192. People with unsatisfied wants and needs who have both the ability and the willingness
to buy are:
A. a market.
B. stockholders.
C. a profit center.
D. a marketing mix.
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200. Which of the following statements about the distinction between consumer goods and
B2B goods is the most accurate?
A. The same product can be classified as either a consumer good or an industrial good,
depending upon its end use.
B. Industrial goods tend to have a useful life of several years and can be depreciated while
consumer goods typically last less than a year.
C. Consumer goods are typically more expensive than industrial goods.
D. Industrial goods are custom made to the specifications of the buyer, while the all
consumer goods are mass-produced.
Feedback: The classification of a product as a consumer good or an industrial product is
based on the buyer’s reason for buying and the end use of the product. A loaf of bread bought
by a household would be a consumer good, while the same loaf bought by a restaurant would
be an industrial good.
201. Which of the following refers to the process of dividing the total market into several
groups with similar characteristics?
A. Market segmentation
B. Market differentiation
C. Market determinants
D. Market partitioning
202.
Chapter 13 – Marketing: Helping Buyers Buy
__________ marketing is the marketing of products to groups of customers a firm decides
it can serve profitably.
A. Objective
B. Departmentalized
C. Target
D. Subjective
203. A firm that uses __________ segmentation divides a market into groups based on
values, attitudes, or interests.
A. demographic
B. benefit
C. psychographic
D. normative
204. A firm that uses ___________ segmentation divides a market into groups based on
age, income, or level of education.
A. demographic
B. psychographic
C. perceived value
D. econometric
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211. One factor that influences the consumer decision-making process is __________,
which refers to the set of values, attitudes, and ways of doing things passed from one
generation to another in a given society.
A. cognitive dissonance
B. the legal environment
C. group behavior
D. culture
212. A consumer’s decision-making process is influenced by his/her __________,
consisting of those people who help shape the consumer’s beliefs, attitudes, values or
behavior.
A. reference group
B. focus group
C. target audience
D. social class
213.
Chapter 13 – Marketing: Helping Buyers Buy
Which of the following correctly identifies the motivation of firms using a market
segmentation strategy?
A. Firms can avoid the government’s anti-trust laws by selecting a small slice of a larger
market.
B. This strategy enables a firm to identify common traits in different consumer groups.
C. With limited resources, firms can better satisfy the wants and needs of a smaller target
market.
D. Government regulations require firms to maintain accurate records to show that the
firm has not discriminated against a market segment.
Feedback: The total potential consumer market consists of 6.9 billion people in global
markets. Because consumer groups differ greatly in age, education level, income, and taste, a
business usually can’t fill the needs of every group. Thus, it must first decide which groups to
serve and then develop products and services specially tailored to their needs.
214. Nature’s Sun, a company that designs and manufactures clothing for active people,
focuses their marketing efforts on people who participate in strenuous outdoor activities
such as running and mountain climbing. For example, the firm advertises heavily in
magazines for runners. Nature’s Sun is using _________ factors to segment its market.
A. demographic
B. value
C. volume
D. psychographic
Feedback: Nature’s Sun is basing its segmentation on the interests and lifestyle of its
customers. This approach is known as psychographic segmentation.
