Book Title
A Preface to Marketing Management 14th Edition

BUSMKT 436 Test 1

October 29, 2015
_____ refers to the consistency and dependability of the service performance.
A. Responsiveness
B. Empathy
C. Reliability
D. Assurance
After a long run, Libby feels like buying something cool and refreshing to drink. Libby
is currently in which stage of the consumer decision-making process?
A. Alternative evaluation
B. Alternative search
C. Need recognition
D. Purchase decision
Which of the following is the easiest and most common strategic approach for a
company making its first foray into the international marketplace?
A. Exporting
B. Importing
C. Joint venture
D. Direct entry
For which of the following products is a producer most likely to use cost-plus pricing?
A. A landscaping project of a five-acre public park
B. A jar of peanut butter
C. A first edition novel that is valued at $125
D. A state-of-the-art home entertainment system
A _____ is a complete statement of everything done in a research project and includes a
write-up of each of the previous stages as well as the strategic recommendations from
the research.
A. research report
B. research plan
C. research proposal
D. research strategy
A research report is a complete statement of everything done in a research project and
includes a write-up of each of the previous stages as well as the strategic
recommendations from the research. Research reports should be clear and unambiguous
with respect to what was done and what recommendations are made.
The disconfirmation paradigm is used to study two variables, namely, consumer
prepurchase expectations and _____.
A. consumer loyalty related to the buying process
B. decision-making roles within the purchase process
C. the relationship between product knowledge and product involvement
D. the difference between expectations and postpurchase perceptions
Which of the following purchasing roles describes people who affect the buying
decision by helping define the specifications for what is needed?
A. Deciders
B. Buyers
C. Influencers
D. Gatekeepers
_____ carry broad product assortments and compete on the basis of offering a good
selection in different product categories and offering lower prices on products in their
large assortments.
A. Specialty stores
B. Mass merchandisers
C. Convenience stores
D. Category killers
Employees from different departments such as marketing, production, finance, and
human resources are brought together to form a team responsible for creating a strategic
plan to serve customers. This is an example of a _____.
A. cross-cultural team
B. cross-functional team
C. traditional team
D. top-management team
The marketing team at Shine Inc. is conducting research to determine why its perfume
sales have dropped suddenly and drastically. The marketing manager Adriano is
wondering if the drop in sales is a result of a recent and controversial newspaper article
about the company's use of animal fat in its perfumes. He sends out a questionnaire by
e-mail to Shine Inc.'s wide customer base to gather relevant information. Which of the
following types of research methods is Adriano using in this scenario?
A. Observational research
B. Experimental research
C. Survey research
D. Mathematical modeling
Fresh-Cola Inc. is a manufacturer of carbonated drinks that packages its products in
bottles, cans, and 12-pack cartons. A standard 12-pack carton of these drinks can neither
fit conveniently in the standard-size refrigerator shelf, nor can the drinks be easily
dispensed from the carton. Fresh-Cola introduces a new design called "the refrigerator
pack." The refrigerator pack is designed to fit easily on a standard refrigerator shelf and
dispenses one can at a time. With its new refrigerator pack, Fresh-Cola:
A. has failed to consider its consumers' needs in making its packaging decisions.
B. is using packaging as a part of its product differentiation strategy.
C. is using a brand extension strategy for market development.
D. implementing a cost leadership strategy in the market for carbonated drinks.
Sarah is afraid she has over-planned her son's sixth birthday party. She is concerned the
other parents will ridicule the fact that she hired a magician and a clown, rented three
ponies, and arranged for a portable water slide to be installed for the party. Which of the
following observations about Sarah's perceived risk is true?
A. The purchases for the party have created equally strong notions of functional and
psychological risks.
B. Concern about what the other parents will think implies Sarah's perceived functional
risks are high and perceived risks are low.
C. Concern about what the other parents will think implies Sarah's perceived
psychosocial risks are high.
D. There are no perceived risks in this situation.
Which of the following is an example of a technology push activity?
A. Conducting basic and applied research for new ideas
B. Identifying market needs that current products are not satisfying
C. Screening ideas from unusual and unprecedented sources
D. Disseminating information gained from customers and other contacts
_____ fall under the category of convenience goods.
A. Impulse goods
B. Shopping goods
C. Luxury goods
D. Specialty goods
Quantitative research involves:
A. systematic procedures designed to obtain and analyze numerical data.
B. interviews with several people at a time to generate insights about a product.
C. discussions among a small number of individuals led by an interviewer.
D. face-to-face interviews with respondents to develop a better understanding of what
they think.
Albert has been in the business of selling computer hardware for over a decade. During
the installation of some technologically complex hardware devices, Albert ensures that
he sends technical personnel to customers to ensure initial proper use of the purchased
hardware. Albert believes in implementing successful aftermarketing efforts. In which
of the following activities will Albert be involved as part of the aftermarketing effort?
A. Continuously challenging respondents with improvements and modifications to
B. Continuously conducting customer satisfaction research and responding to it
C. Continuously gaining access to new markets through new products and improved
D. Continuously creating joint opportunities to develop new technology in new markets
Which of the following is true of a client relationship?
A. In a client relationship, a buyer views a seller as someone who has knowledge that is
of value.
B. In a client relationship, a buyer does not abide by the advice offered or suggestions
provided by a seller.
C. It usually cannot be of an ongoing nature.
D. High-quality service delivery by the professional leads to absolutely satisfied
Identify the type of purchase that involves routinely reordering a product from the same
supplier that it had been purchased from in the past.
A. Modified purchase
B. New task purchase
C. Modified rebuy
D. Straight rebuy

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