171. (p. 354) Bob has the responsibility for product development, pricing, promotion, and distribution of Hi Vee
Vitamins for children. Bob’s job would not involve:
A. test marketing.
172. (p. 354) Andre is a real estate agent who has an idea for a software program that will help perform real estate
appraisals more quickly and more accurately. He has worked with a buddy who is good at programming to
develop a detailed description of what the software will do and how it differs from existing applications. Now
Andre has taken this description and shown it to a number of fellow real estate agents to see if his idea appeals
to them. Andre is engaging in:
A. prototype outsourcing.
173. (p. 352) Keith has been hired as a marketing manager for a textbook publishing company. His primary
responsibilities are likely to be concerned with:
A. establishing inventory control methods.
174. (p. 354) H2 O’Yeah has designed a water purification device that is drastically different and far superior to
any product currently on the market. Although consumer response was positive to the idea of the new product,
management wants to find out more before committing to full scale production. The next step H2 O’Yeah’s
marketing department is likely to take is to:
A. locate a low cost production site.
175. (p. 354) With help from the marketing department, engineers at Easy Electronics have designed a new type of
cable modem that is easier to install in computers and more reliable than any cable modems currently in use.
The marketing managers want to find a way to identify the new modem in the minds of consumers and
differentiate it from less sophisticated products made by Easy’s competitors. An important part of this effort is
likely to be the selection of a __________ for the new modem.
D. prototype
176. (p. 353) According to the material in the “Dealing with Change” box in Chapter 13, many automobile dealers
are:
D. obtaining most of their sales directly from the Internet, thus reducing the inventory they must carry in the
showroom.
177. (p. 356) Which of the following involves the analysis of markets to identify opportunities and challenges?
D. market prospecting
178. (p. 356) Successful marketing researchers:
A. focus their efforts on determining the wants and needs of customers, since the core value of marketing is that
the customer is king.
179. (p. 356) When making marketing mix decisions, marketing managers should consider:
D. the decline in importance of promotion as a tool of the marketing mix.
180. (p. 356) The first step in the marketing research process is to:
D. decide upon the best ethical solution.
181. (p. 357) A firm gathers ___________ data by conducting surveys, interviewing customers, or mailing out
questionnaires.
D. unbiased
182. (p. 357) __________ consists of information that has already been researched by others and is published in
journals or books, or has been made available online.
D. Technical data
183. (p. 357) Exploring _________ data first helps marketers minimize marketing research costs.
184. (p. 357, figure 13.4) A widely used technique for collecting primary data is:
A. collecting relevant articles in trade journals.
185. (p. 357, figure 13.4) Which of the following represents a technique used to obtain primary data?
D. reviewing the best selling textbooks that present basic marketing principles
186. (p. 358) A ________ group consists of a small group of people who meet under the direction of a discussion
leader to discuss opinions about an organization, its products, or other issues.
D. consumer interest
187. (p. 358) ____________ is the process of identifying factors that can affect marketing success.
D. Segmentation analysis
188. (p. 358) The most dramatic global change likely to affect the marketing success of most firms is the:
189. (p. 359) The most important technological change likely to affect the marketing success of many firms is the:
D. number of computers in use in the home.
190. (p. 360) 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.
191. (p. 356) Which of the following is considered a step in the marketing research process?
D. setting the price for a product
192. (p. 357) Mucho Tacos Restaurants, Inc. is a chain of restaurants featuring authentic Mexican cuisine in seven
states. The company is looking into opening restaurants in additional markets and also wants to expand and to
improve its menu. Which of the following is an example of secondary data the owners of Mucho Tacos might
find useful?
D. e-mail responses the chain receives to a series of customer satisfaction questions posted on its website
193. (p. 358) Roberto Martinez is a marketing manager for Friendly Financial Services. He has been looking at a
variety of factors, such as technological, sociocultural and economic trends as well as competitive conditions.
Martinez is confident that these factors will impact Friendly’s future marketing success. His efforts are an
example of:
A. target marketing.
194. (p. 356) Roosevelt Community College has experienced declining enrollment for the past three years. The
college has relied on enrollment from newly graduated high school students in the past. In order to identify
other potential markets, Roosevelt Community College would benefit from:
A. test marketing.
195. (p. 358) 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:
D. put the product on temporary hold, throw out the results of the research, and design and conduct a new study.
196. (p. 359) Which of the following statements is most accurate?
A. The most dramatic global change affecting marketing efforts of most firms is the rise of the euro as a
dominant world currency.
D. a marketing mix.
198. (p. 361) The two major types of markets are the:
A. primary market and the secondary market.
199. (p. 361) Which of the following describes individuals that want goods and services for personal consumption
and have the resources to buy them?
A. secondary market
200. (p. 361) The __________ market consists of individuals and organizations that want goods and services in
order to produce goods and services or to sell, rent, or supply those goods to others.
D. super
201. (p. 361) The factor that determines whether a product is classified as a consumer product or an industrial
product is:
D. whether the good is new or used.
202. (p. 362) Which of the following refers to the process of dividing the total market into several groups with
similar characteristics? market:
D. discrimination
203. (p. 362) __________ marketing is the marketing of products to groups of customers a firm decides it can
serve profitably.
A. Objective
204. (p. 364) A firm that uses __________ segmentation divides a market into groups based on values, attitudes, or
interests.
A. demographic
205. (p. 363-364, figure 13.6) A firm that uses ___________ segmentation divides a market into groups based on age,
income, or level of education.
D. econometric
206. (p. 363, figure 13.6) A firm that uses ___________ segmentation divides a market into groups based on life stage,
race, or profession.
D. target
207. (p. 364) __________marketing involves developing a unique mix of goods and services for each individual
customer.
A. B2B
208. (p. 364) Which of the following refers to a marketing strategy in which the focus is on small but profitable
market segments?
A. micro targeting
209. (p. 364) A ________marketing strategy develops products and promotions designed to please large groups of
people.
D. value
210. (p. 365) The goal of __________ is to keep individual customers over time by offering them new products
that exactly meet their requirements.
211. (p. 365, Spotlight on Small Business box) According to the “Spotlight on Small Business” box in Chapter 13, Zane’s
Cycles practices CRM by:
D. buying from one supplier with whom Zane’s has a great relationship.
212. (p. 366) 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
213. (p. 366) 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.
D. formal peer group
214. (p. 361) Which of the following is the best example of a market?
A. a group of high school students who are tired of cafeteria food and would like to eat lunch at an expensive
restaurant located a few blocks from their campus
215. (p. 362) Which of the following correctly identifies the motivation of firms using a market segmentation
strategy?
Nickels – Chapter 13 #215
216. (p. 363, figure 13.6) 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
217. (p. 364) Tasteequik Food markets one line of food products to consumers looking for meals that are very
simple and quick to prepare. Tasteequik also offers another line of food targeted to people interested in low fat,
high nutrition foods. Tasteequik’s strategy of dividing the market into groups that want similar things from the
products they buy is an example of:
D. target segmentation.
218. (p. 362) Cool People Publications focuses their marketing efforts on reaching African-American teenage girls.
The firm believes that they are positioned to profitably serve this group of consumers. Cool People utilizes the
strategy of:
D. focus group selection.
219. (p. 364-365) “Selling to everybody and listening to nobody” might happen in a firm that uses a ________
marketing strategy.
D. relationship
220. (p. 365) Firms that adopt a relationship marketing strategy attempt to:
D. maximize market share by controlling production costs and maintaining low prices.
221. (p. 365) Which of the following is consistent with relationship marketing?
D. focusing more on obtaining new customers than on retaining existing customers
222. (p. 366) Firms adopting a relationship marketing strategy view CRM software as a(n):
223. (p. 367) Contacting customers after a sale to reassure them that they made the right decision is intended to
offset:
D. relationship conflict.