61) Identify demographic and psychographic variables.
62) Explain how marketers identify different market segments.
63) What are target markets? Explain the role that target markets play in market segmentation.
64) Which tool used for gaining decision-making information identifies what customers want
and how to fulfill those wants?
A) Market segmentation
B) Market research
C) Promotion
D) Public relations
E) Integrated marketing strategy
65) What is the goal of market research?
A) To identify stakeholders and how to best meet their needs
B) To gain goodwill with consumers by utilizing public relations
C) To increase competitiveness by clarifying relationships that affect the marketing decisions
D) To conduct studies on customer responses to the marketing mix
E) To determine which research method will deliver the most effective results
66) When is conducting market research generally most effective?
A) When entering international markets
B) When sales begin to drop
C) When competitors release newer, competitive products.
D) When developing new products or altering existing products
E) When a new product is ready to be released
67) When conducting market research, what type of data is used when existing data is
unavailable or inadequate?
A) Secondary
B) Demographical
C) Global
D) Psychographic
E) Primary
68) Which type of market research involves watching consumers and recording their behavior
using tools such as camera feeds and computer recordings?
A) Observation
B) Primary research
C) Surveys
D) Focus groups
E) Experimentation
69) When gathering opinions about consumer decisions, what type of research tool could be
utilized online, by telephone, or face-to-face?
A) Observation
B) Secondary research
C) Surveys
D) Focus groups
E) Experimentation
70) What is the advantage of utilizing focus groups for research?
A) They easily generate comparison data with competitors’ products.
B) They offer fact-based information on products.
C) They are more structured and are easier to analyze.
D) They allow for more in-depth discussion on complex issues.
E) They are less costly and time consuming.
71) What is the process where marketers can compare the response of similar people under
different circumstances?
A) Observation
B) Surveying
C) Focus group studies
D) Experimentation
E) Questionnaires
72) Marketing research is the study of behavioral variables.
73) Primary data is data already available from previous research.
74) What is the study of the decision process by which customers come to purchase and consume
products?
A) Marketing
B) Segmentation
C) Resource management
D) Consumer behavior
E) Acculturation
75) What type of behavior do consumers exhibit by regularly purchasing products because they
are satisfied with the performance of the product?
A) Psychological influences
B) Need recognition
C) Brand loyalty
D) Emotional motives
E) Consumer activism
76) Which of the following is the LEAST important influence on consumer behavior?
A) Psychological factors
B) Personal factors
C) Social factors
D) Technological factors
E) Cultural factors
77) What is the name for the influences that include the “way of living” that distinguishes one
large group from another?
A) Psychological
B) Personal
C) Social
D) Domestic
E) Cultural
78) What is the term that describes what happens after the sale to ensure consumers buy the
product again?
A) Postpurchase evaluation
B) Prepurchase evaluation
C) Rational motives
D) Emotional motives
E) Evoked set
79) Accessing a website in search of magazine articles about a product before its purchase is an
example of what part of the consumer buying process?
A) Social networking
B) Problem solving
C) Information seeking
D) Psychological influencing
E) Recognizing a need
80) Which consumer influence includes perceptions, ability to learn, and attitudes?
A) Psychological
B) Personal
C) Social
D) Loyalty
E) Cultural
81) Family members and friends can have a strong impact on consumer choices when acting as
A) psychological influences.
B) personal influences.
C) social influences.
D) loyalty influences.
E) cultural influences.
82) Which of the following best defines the way of living that distinguishes one large group from
another?
A) Consumer
B) Subculture
C) Social class
D) Culture
E) Demographic
83) How do consumers develop opinions and beliefs about a set of products they will consider
buying?
A) Through evaluation of alternatives
B) Through emotional motives
C) Through need recognition
D) Through post-purchase evaluation
E) Through information seeking
84) Which of the following is greatly influenced by nonobjective factors such as sociability,
imitation and aesthetics?
A) Emotional motives
B) Post-purchase evaluation
C) Rational motives
D) Evaluation of alternatives
E) Need recognition
85) When making a purchase decision, decisions that include logical evaluation, cost, and quality
are what type of decisions?
A) Evoked
B) Rational
C) Comparison
D) Consideration set
E) Emotional
86) If a buyer is unhappy with their purchase decision, what are they more likely to do than those
who are happy with their purchase decision?
A) Use a different decision-making process
B) Continue to purchase the same product until a replacement is found
C) Tell others
D) Rely more on rational motives
E) Develop a more limited evoked set of purchase options
87) Rational motives involve nonobjective factors and include sociability, imitation of others,
and aesthetics.
88) Focus groups allow researchers to observe a group of participants gathered in one place
while they explore issues associated with a product.
89) Personal influences on consumer behavior include lifestyle, personality, and economic status.
90) Consumers with less brand loyalty are usually satisfied with a product’s performance over
time.
91) Describe psychological, personal, social, and cultural influences on consumer behavior.
92) Explain each step in the consumer buying process.
93) Which of the following is the BEST example of a B2B market transaction?
A) A college student buys dorm furniture from an on-campus store.
B) A group of teenage girls buy new clothes for the upcoming school year.
C) A high-school coach borrows sports equipment from a neighboring school.
D) A dentist provides free toothbrushes to patients.
E) A chain of ice cream parlors regularly purchases napkins from the same supplier.
94) What are B2B buyer-seller situations often based on?
A) Frequent and enduring buyer-seller relationships
B) Incidental buyer-seller interactions
C) Buyers and sellers with limited training
D) Short-term buyer-seller relationships
E) Commercial buyer-seller networks
95) Who are the firms who provide goods and services that are used by the purchasing public?
A) Services markets
B) Industrial markets
C) Reseller markets
D) Government markets
E) Institutional markets
96) Before products reach consumers, what market, consisting of wholesalers and retailers, do
products pass through?
A) Services markets
B) Industrial markets
C) Reseller markets
D) Government markets
E) Institutional markets
97) What do organizations use to build relationships among users?
A) Institutional marketing
B) Web-driven revenue
C) Negotiations
D) Social networking media
E) Reseller relationships
98) How do marketers best use viral marketing?
A) To increase use of social media networks
B) To identify needs in the international market
C) To promote public relations
D) To improve branding
E) To foster excitement for stimulating sales
99) Which of the following is an advantage of using viral marketing and social networking?
A) Marketers can reach a wider audience at a lower cost.
B) Consumers can post opinions and feedback about products.
C) New markets are easier to identify.
D) Companies have more control over what the public experiences.
E) Companies can respond to and eliminate negative reviews.
100) When attempting to market a domestic product in an international market, what typically
has to happen?
A) The product must be priced higher because of currency exchange rates.
B) The product must have major redesign work done.
C) The home country distribution system must be retrained for the international market.
D) The product must have an existing close competitor in the intended market.
E) The advertising campaign must be consistent with those used in the home country.
101) How can marketers best develop product promotion in a new, international market?
A) Centered on product usage
B) Centered on price and innovation
C) Centered on cultural values and local customs
D) Centered on using a “hard-sell” campaign
E) Centered on home country values and customs
102) How can companies reduce the cost and delays involved in entering new international
markets?
A) By selling items at a loss when determining international pricing
B) By redeveloping the product from scratch to better meet consumer needs in the new market
C) By avoiding the traditional U.S.-based marketing mix
D) By utilizing existing international distribution systems
E) By establishing new and unique promotions for the new market.
103) Which of the following do firms use to enhance public relations and branding while
stimulating chatter about a product within a target market?
A) Consumer-seller relationships
B) Segmentation
C) Company specialist
D) Corporate blogs
E) Enduring buyer-seller relationships
104) The institutional market is made up of businesses that buy goods to be converted into other
products or that are used up during production.
105) The B2B market includes industrial, reseller, and government/institutional markets.
106) The reseller market includes farmers, manufacturers, and some retailers.
107) B2B sellers rarely have long-term relationships with buyers.
108) Companies with an existing distribution network are at a disadvantage in the global context.
109) Discuss the issues of international promotion.
110) Discuss the three categories of B2B markets.
111) How does a realistic market potential estimate affect small business success?
A) It allows small business owners to know how to modify a product for consumers.
B) It allows small business owners to have a clear picture of their target segments.
C) It allows for better use of social media based marketing efforts.
D) It increases the ability to be flexible in pricing strategy.
E) It provides a more accurate understanding of fixed and variable costs.
112) In what area can a small business create an advantage over larger competitors?
A) Value
B) Price
C) Response time
D) Marketing
E) Shipping costs
113) When a small business identifies themselves and their products with local groups and
events, what aspect of marketing are they pursuing?
A) Price
B) Promotion
C) Product
D) Public relations
E) Place
114) What do most small businesses fail to estimate correctly, often resulting in the business
failing?
A) Price
B) Promotion
C) Product
D) Public relations
E) Place
115) What advantages do smaller companies have over larger competitors when it comes to the
distribution aspect of the marketing mix?
116) Identify the ways small businesses can benefit from an understanding of the marketing mix.