Business Essentials, 12e (Ebert/Griffin)
Chapter 11 Marketing Processes and Consumer Behavior
1) What is the term for the process of creating, communicating, and delivering value to
customers while managing customer relationships in ways that benefit the organization and its
stakeholders?
A) Financial planning
B) Controlling
C) Operations management
D) Marketing
E) Demographic profiling
2) Which of the following occurs between similar products and is based on buyers’ perceptions
of the benefits of products offered by particular companies?
A) International competition
B) Substitute competition
C) Brand competition
D) Benefit competition
E) Placement competition
3) Which of the following represents the functions of a product and the emotional satisfaction
gained by owning it?
A) Features
B) Requirements
C) Benefits
D) Safety devices
E) Guarantees
4) What type of goods includes raw materials used to produce other products?
A) Substitute products
B) Industrial goods
C) Consumer goods
D) Marketing goods
E) Disposable goods
5) What are products with intangible features such as professional advice?
A) Personal goods
B) Services
C) Industrial goods
D) Psychographics
E) Reseller goods
6) What type of marketing is used to build long-term relationships with customers?
A) Industrial marketing
B) Relationship marketing
C) Social marketing
D) Economic marketing
E) Consumer marketing
7) What is data warehousing?
A) A marketing strategy that creates sales agreements that stipulate product delivery
B) The process of dividing a market into categories of customer types
C) The study of consumer needs and wants and the way in which sellers can best meet them
D) The process of collecting, storing, and retrieving data in electronic files
E) A customer identification strategy that targets potential buyers
8) Companies who use ad campaigns to raise public awareness of important issues such as
texting while driving are working with what type of environment?
A) Political-legal
B) Sociocultural
C) Technological
D) Competitive
E) Demographic
9) Marketing managers often support the activities of political action committees (PACs). In
doing this, which environment are they attempting to influence?
A) Competitive
B) Economic
C) Technological
D) Political-legal
E) Geo-demographic
10) A company decides to introduce a line of crackers made with organically grown grains and
vegetables. What environmental trend is the company responding to?
A) Competitive
B) Sociocultural
C) Political-legal
D) Economic
E) Technological
11) What do organizations use to build better, stronger information connections with clients?
A) Customer relationship management (CRM)
B) Data warehousing
C) Industrial marketing
D) Possession utility
E) Data mining
12) Which of the following is used to automate the analysis of customer information and how
might they be influenced by marketers?
A) Data mining
B) Brand competition
C) Customer relationship management
D) Relationship marketing
E) Data warehousing
13) What type of utility is practiced by those companies who allow marketers to have a voice in
product design and identifying features customers want?
A) Time
B) Possession
C) Form
D) Value
E) Place
14) What is created when the ownership of a product, including the setting of selling prices,
terms of credit, and ownership documentation is transferred to a customer?
A) Place utility
B) Time utility
C) Value utility
D) Possession utility
E) Form utility
15) The ability of a good or service to satisfy a need is considered to be its
A) benefit.
B) utility.
C) value.
D) market.
E) sociocultural environment.
16) When a domestic marketer competes against foreign firms to sell products of a similar
nature, what type of sales competition is created?
A) Brand
B) Substitute
C) International
D) Competitive
E) Social
17) Marketing consists primarily of advertising a product or service.
18) Benefits add value by providing features that increase the customer’s satisfaction.
19) The formula for value is benefits divided by costs.
20) Marketing concepts can be extended to the promotion of ideas.
21) Economic conditions greatly influence marketing plans for product offerings.
22) Time utility is created by a sales agreement that stipulates where products will be delivered
to customers.
23) Explain the elements that comprise the marketing environment.
24) Describe the three types of competition faced by marketers.
25) What is the term for a detailed strategy for focusing marketing efforts on consumers’ needs
and wants?
A) Marketing mix
B) Marketing manager
C) Product differentiation
D) Product development
E) Marketing plan
26) What part of the marketing mix includes communicating information about products and is
the most visible component of the marketing mix?
A) Product
B) Promotion
C) Price
D) Place
E) Psychographics
27) What is used to guide the detailed activities of the marketing plan ensuring the goals of the
plan are accomplished?
A) Marketing strategy
B) Product differentiation
C) Marketing objectives
D) Distribution policy
E) Marketing mix
28) What specific issues do marketing strategies help marketers determine?
A) The goals the marketing plan intends to accomplish
B) The marketing objectives of what the marketer will accomplish
C) The mix of goods or services to fill a customer’s needs or wants
D) The marketing activities a business will use to achieve marketing goals
E) The features that will differentiate a product from competitors
29) Why does a marketing strategy utilize the marketing mix, which includes product, price,
place, and promotion?
A) To control the organization’s resources to support marketing activities
B) To transfer goods or services to customers
C) To develop a clear strategy for planning and implementing marketing activities
D) To plan the organization’s marketing toward supporting the organization’s overall mission
E) To satisfy customers in target markets
30) Which of the following represents a feature or image that makes one product different from
its competitors?
A) Marketing strategy
B) Product differentiation
C) Place distribution
D) Personal selling
E) Product positioning
31) Which of the following can be the overall effect when a good or service is priced higher than
competitors?
A) There will be an implication of higher quality standards.
B) There will be greater demand for the product.
C) Sales will start slow, but increase over time.
D) There will be a larger market size, but smaller profit.
E) There will be a smaller market and smaller profit.
32) How do organizations determine how to move products to customers?
A) Promotion
B) Marketing mix
C) Place (or distribution)
D) Marketing managers
E) Personal selling feedback
33) How do companies offer one-time direct inducements to buyers when tempting buyers to buy
goods or services?
A) Personal selling
B) Sales promotions
C) Public relations campaigns
D) Integrated marketing
E) Advertising
34) What is the term for the communication efforts that are designed to build goodwill and build
favorable attitudes in consumers?
A) Sales promotion
B) Advertising
C) Promotion
D) Public relations
E) Personal selling
35) When selling industrial goods and services, using representatives who are trained to
understand the needs of each customer is a key component of
A) advertising.
B) personal selling.
C) sales promotions.
D) publicity.
E) interactive marketing.
36) What are the tangible products bought strictly for personal use?
A) Consumer goods
B) Services
C) Relationship goods
D) Data
E) Industrial goods
37) Product differentiation is selecting the best price at which to sell a product.
38) The goals of the marketing plan are the foundations for the marketing objectives.
39) The product mix includes consideration of product, pricing, place, and promotion.
40) A feature or image that makes a product different from existing products is called product
differentiation.
41) Describe the elements of the marketing mix. What is their collective role?
42) Why is product development a challenge for marketers?
43) Why is product placement an effective marketing tool?
44) Discuss the relationship between a marketing strategy and a marketing manager.
45) Which is usually the first step in the marketing strategy that allows marketers to focus efforts
on a particular group of people or organizations?
A) Distribution
B) Product differentiation
C) Target market selection
D) Pricing
E) Integration
46) For marketers, what type of variables are lifestyles, opinions, interests, and attitudes?
A) Geographic variables
B) Demographic variables
C) Psychographic variables
D) Product use variables
E) Labor market variables
47) What does the process of product positioning involve?
A) Hiring only employees who have the strongest credentials
B) Designing a company’s products to appeal to target customers
C) Focusing on only one component of the marketing mix
D) Disregarding customers’ reactions to a company’s products
E) Reorganizing employees according to seniority
48) What market segment is based on where the target market lives and how location affects
their lifestyle?
A) Demographic
B) Behavioral
C) Positional
D) Geographic
E) Psychographic
49) Which of the following describe(s) measurable traits about a consumer, such as income,
gender, or marital status?
A) Psychographics
B) Geographics
C) Geo-demographics
D) Behavior
E) Demographics
50) How does behavioral segmentation identify target markets?
A) Patterns displayed by consumers
B) Consumer characteristics such as lifestyles
C) Research that obtains data by watching and recording behavior
D) Dividing the market based on needs and wants
E) Using psychographics characteristics
51) What can marketers use to attempt to separate consumers based on identifying traits such as
age or income?
A) Psychographic variables
B) Geographic segmentation
C) Product positioning
D) Integrated marketing
E) Demographic segmentation
52) Which of the following is the combination of traits based on location and population
characteristics used to identify consumers and act as a common segmentation tool?
A) Psychographic variables
B) Behavioral variables
C) Marketing variables
D) Geo-demographic variables
E) Primary variables
53) What type of segmentation is more effective because of the greater number of variables and
has consequently become the most common segmentation tool?
A) Demographic segmentation
B) Psychographic segmentation
C) Behavioral segmentation
D) Marketing segmentation
E) Geo-demographic segmentation
54) What would marketers utilize if they wanted to identify markets where customers had a
certain lifestyle, personality, or attitude?
A) Place utility
B) Geographic segmentation
C) Psychographic segmentation
D) Possession utility
E) Behavioral segmentation
55) What process is used by marketers to communicate the nature of a product to a target
segment?
A) Product positioning
B) Possession utility
C) Promotion
D) Product differentiation
E) Personal influence
56) What can be utilized to ensure a company’s marketing and nonmarketing efforts are
compatible?
A) Market segmentation
B) Integrated marketing strategies
C) Target marketing
D) Public relations
E) Personal selling
57) Geographic variables describe populations by identifying traits, such as age, income, gender,
ethnic background, marital status, race, religion, and social class.
58) Target marketing requires dividing a market into categories of customer types or segments.
59) A description such as single, age 20-34, earning $30,000 a year is an example of a
psychographic variable.
60) Psychographics cannot be changed by marketing efforts.