122. All of the following are ways to collect useful marketing research information except
a. sending questionnaires by mail.
b. conducting telephone polls.
c. conducting personal interviews.
d. buying from commercial or governmental data sources.
e. impulsively stopping persons on the street to inquire about their buying habits.
123. The process of systematically gathering, recording, and analyzing data concerning a particular marketing problem is
called
a. marketing research.
b. target marketing.
c. marketing segmentation.
d. market sampling.
e. decision research.
124. IRI, a marketing research firm, has been contracted by T-Fal to evaluate the market performance of a new line of
cookware. Which of the following is not likely to be a step in IRI’s research process?
a. Interpreting the research data
b. Collecting data
c. Making decisions about whether or not the cookware‘s market performance is acceptable
d. Designing the research project
e. Reaching a conclusion
125. Coca-Cola wants to determine how popular its new soft drink will be before launching it nationwide. What will
Coca-Cola most likely use?
a. Its marketing information system
b. External data
c. Internal data
d. Marketing research
e. Employee survey
126. Kathryn, a marketing researcher, is currently analyzing the information collected and determining what possible
opportunities it has for management. At which stage of marketing research is she?
a. Interpreting information
b. Defining the problem
c. Making a preliminary investigation
d. Planning the research
e. Gathering factual information
127. If Susan Sharpe, vice president of marketing, is at the stage in her market research where she is gathering
information about the problem from published data and from people who have experience with the problem, she is
at which stage?
a. Defining the problem
b. Gathering factual information
c. Making a preliminary investigation
d. Planning the research
e. Interpreting information
128. The use of databases, electronic bulletin boards, online information services, and the Internet can assist marketers
in
a. tracing buying behavior of customers.
b. determining where their product is in the product life cycle.
c. creating brand loyalty with their customers.
d. comparing their product with other products.
e. deciding when to implement a particular pricing strategy.
129. Turner Broadcasting Systems uses internal Web pages that all employees can access in order to share information
and improve communication. This is a(n)
a. LAN.
b. Internet.
c. intranet.
d. MIS.
e. database.
130. A fairly recent technology-related tool that many companies use to solicit feedback from customers about the
company’s existing or upcoming products is
a. social media.
b. sales forecasts.
c. consumer buying behavior.
d. market segmenting.
e. customer relationship management.
131. Buying behavior is divided into two categories including
a. discretionary and disposable.
b. personal and professional.
c. physical and virtual.
d. internal and external.
e. consumer and business.
132. The two broad categories of buying behavior are and .
a. psychological; social
b. consumer; person-specific
c. consumer; business
d. government; industrial
e. consumer; reseller
133. Leslie studies how individuals go about purchasing products for their personal consumption and what factors
influence these decisions. Leslie studies
a. business buying behavior.
b. consumer buying behavior.
c. marketing psychology.
d. purchasing psychology.
e. marketing research.
134. Marketing managers are better able to predict consumer responses to marketing strategies and to develop a
satisfying marketing mix if they are aware of the factors that
a. are controllable marketing forces.
b. are uncontrollable marketing forces.
c. affect buying behavior.
d. are used to segment the market.
e. are involved in the handling of consumer complaints.
135. Lynn walks into a local convenience store to buy chewing gum. She more than likely will employ
to make that purchase.
a. absolute response behavior
b. extensive decision making
c. limited decision making
d. routine response behavior
e. intensive decision making
in deciding
136. Erica goes to a drugstore and purchases toothpaste. What type of purchase process did Erica most likely use?
a. Evaluative buying
b. Limited decision making
c. Simple purchasing
d. Routine response behavior
e. Extensive decision making
137. Stephen Murdock realizes that he needs a new car, so he has read through Consumer Reports and has visited
selected dealerships to gather more information. According to the steps involved in a purchase decision, he is ready
to
a. weigh the various options that have come to light.
b. make a choice.
c. acknowledge that a problem exists.
d. look for information that may include brand names and product characteristics.
e. acquire the car.
138. Which of the following is not a step in the consumer buying decision process?
a. Evaluate alternatives
b. Evaluate after the purchase
c. Acknowledge that a problem exists
d. Look for information
e. Tell other people about the product
139. Roger’s car battery dies while he is on his way to an important meeting. Which step is Roger at in the consumer
buying process?
a. Evaluate the alternatives
b. Purchase
c. Recognize the problem
d. Search for information
e. Evaluate after purchase
140. Jim Wilson is trying out for his high school varsity basketball team. Jim feels he needs an extra advantage to ensure
that he makes the team so he goes to Foot Locker. Once at the store, he chooses the best looking and most
expensive shoes the store carries. Jim’s buying process is influenced most by factors.
a. socioeconomic
b. social
c. psychological
d. situational
e. aesthetic
141. Lisa is a high school student. All of her friends buy their jeans from Express, so she decides to buy Express jeans
even though Levi’s fit her better. Lisa’s purchasing decision is most influenced by factors.
a. psychological
b. situational
c. demographic
d. personality
e. social
142. On the way to work, Jill Lindquist realized her car was overheating, so she immediately pulled into a service station
to have the problem fixed. Jill’s buying process for the car repair was influenced by
a. social factors.
b. situational factors.
c. problem recognition.
d. psychological factors.
e. evaluation factors.
143. Which of the following is not a major category of factors that influence the consumer buying process?
a. Social
b. Psychological
c. Buying center
d. Situational
e. Both social and situational
144. AST Computers purchases most of its parts from several suppliers and then assembles products based on customer
specifications. The company’s hard drive supplier’s contract will expire soon and AST intends to shop around for a
new supplier. The purchasing process could involve all of the following except
a. market research.
b. description.
c. sampling.
d. negotiation.
e. inspection.
145. The income an individual receives from all sources less the Social Security taxes that the individual must pay is
known as income.
a. gross
b. personal
c. disposable
d. discretionary
e. net
146. Kim Nguyen‘s monthly net income from all sources less Social Security taxes is $3,000. This income is called
income.
a. ordinary
b. gross
c. disposable
d. discretionary
e. personal
147. Steve Berry recently purchased a new boat. This type of purchase would be made using Steve’s income.
a. gross
b. personal
c. disposable
d. net
e. discretionary
148. Money used for entertainment comes from income.
a. discretionary
b. gross
c. personal
d. disposable
e. recreational
149. The AMA defines marketing as “The activity, set of institutions, and process for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”
a. True
b. False
150. The marketing process involves eight major business functions.
a. True
b. False
151. From time to time, some of the activities within the eight major functions of marketing are eliminated to provide for
a more effective marketing process.
a. True
b. False
152. The exchange function involves buying, selling, and transporting.
a. True
b. False
153. Customer relationship management is a technology solution for increasing sales.
a. True
b. False