Chapter 13 4 Consumer decisions regarding the products they buy are often influenced by their nationality, religion, or ethnic origin. Marketers realize that the consumer decision-making process

224. (p. 367) Consumer decisions regarding the products they buy are often influenced by their nationality,

religion, or ethnic origin. Marketers realize that the consumer decision-making process is impacted by the

consumers’:

D. market position.

225. (p. 361) Which of the following statements about the distinction between consumer goods and industrial

goods is the most accurate?

D. Industrial goods are custom made to the specifications of the buyer, while the all consumer goods are

mass-produced.

226. (p. 363-364, figure 13.6) Which of the following represents an example of demographic segmentation?

D. A company that produces food products has designed a special line of easy to prepare microwavable meals

that are low fat and high in fiber to attract people interested in the health benefits of the foods they eat.

227. (p. 364) Which of the following would best benefit the development of niche marketing?

A. a decline in the cost of advertising on radio and newspapers enabling firms to more efficiently reach a wide

audience

228. (p. 364) All-Star Collectibles focuses its marketing efforts on high-income buyers of unique collectible items.

The firm realizes that the number of buyers in this segment of the collectible market is small. However, they are

confident that this approach will be profitable since these buyers will pay premium prices for their unique

products and superior customer service. All-Star’s approach is an example of:

D. target positioning.

229. (p. 365) According to the material in the “Spotlight on Small Business” box for Chapter 13, Chris Zane

operates a successful small business that sells bicycles. The key to Chris Zane’s success despite competition

from much larger retailers is that he has:

A. established an interactive Internet site dedicated to all things related to bicycles.

230. (p. 362) In an effort to increase profits, Yen Ching Chinese restaurant is attempting to appeal to a specific

segment of the market by offering an all-you-can-eat buffet. These efforts, designed to identify specific groups

that can be profitably served, represent an example of:

D. B2B marketing.

231. (p. 364) After years of using a mass marketing strategy, Digital Print Shops has responded to new competition

from national chain stores by focusing on small market segments that have been ignored by their larger

competitors. Digital believes that by offering these market segments personalized customer services it can

attract a loyal group of customers willing to pay premium prices. Digital’s strategy to improve profits is known

as:

D. respondent change.

232. (p. 364-365) As a marketing manager for Kitch-It-Tools, Jim is frustrated with the way his organization

markets their kitchen utensils. Currently Kitch-It-Tools utilizes a strategy aimed towards the largest possible

number of people, relying heavily on television and radio advertising. Jim complains that the firm is not

listening to its customers and is in danger of losing many of them to firms that create a personal dialogue with

their buyers. Presently Kitch-It-Tools practices:

A. a constant change strategy.

233. (p. 365) In an effort to increase customer loyalty, management at Phat International has worked to create a

personal dialogue with their customers. This dialogue will enable Phat to offer products that exactly meet their

customers’ needs and provide personalized service before and after the sale. Phat International’s new strategy

illustrates:

D. niche marketing.

234. (p. 365) By employing a relationship marketing strategy, Jocelyn found success as an entrepreneur. The goal

of this strategy is to:

D. communicate to buyers the advantages offered by your firm’s low prices and standardized products.

D. distributing goods through limited service discount stores

236. (p. 366) Kelly buys only Calvin jeans and Nike sport shoes because these products are endorsed by her

favorite entertainers. Furthermore, her attitudes and values are shaped by statements of these celebrities. This

illustrates how consumer decision making is influenced by:

A. marketing mix variables.

237. (p. 367) Which of the following is the best example of cognitive dissonance?

A. John has been shopping for a new television set, but has not yet made a purchase because he is having

trouble deciding which brand to buy.

238. (p. 367) Susan purchased a new automobile four months ago after struggling to choose between a Kadillac

and a Rolls Mobile. Even now, after purchasing the Rolls Mobile, she wonders if she made the right choice.

Susan is experiencing:

239. (p. 367) __________ marketers include manufacturers, intermediaries, institutions, and the government.

A. Profit seeking

240. (p. 367) In terms of the number and dollar volume of transactions, the B2B market is __________ the

consumer market.

D. unrelated to

241. (p. 368) Business-to-business markets tend to be:

D. more emotional than consumer markets.

242. (p. 368) The number of buyers in business-to-business markets is:

A. roughly the same as the number of buyers in the consumer market.

243. (p. 368) Compared to consumer markets, B2B markets:

A. demand more promotional emphasis on radio and television in order to stimulate sales.

244. (p. 368) Which of the following statements about the B2B market is true?

D. The size of the market is smaller than the consumer market.

245. (p. 369) Holly is a sophomore in college considering a degree in marketing. She has asked several friends for

D. Marketing is a career that offers stability, good pay and ample employment opportunities. Marketing

activities today are essentially the same as they were several decades ago.

246. (p. 368) Hideki has just been transferred from a position in his firm where he dealt with the consumer market

to a new job dealing with buyers in the B2B market. Which of the following correctly identifies a key difference

Hideki is likely to observe between consumer markets and business-to-business markets?

A. Businesses focus on developing wants and needs in consumer markets, while firms work to satisfy the

247. (p. 368) After years of selling in the consumer market, Dave accepted a job as a salesperson for a firm that

markets its products in the B2B market. As he considers his new responsibilities, it’s likely that he will:

A. find little difference between buyers in the consumer market and those in the business-to-business market.

248. Describe the steps involved in the marketing process.

249. Why is market segmentation important? Describe three ways firms can segment consumer markets.

250. Marketing is different in B2B markets than in consumer markets. Identify and explain three differences

between the business-to-business market and the consumer market.

251. Explain how mass marketing and relationship marketing differ.

252. Describe the steps involved in conducting marketing research.

253. Identify and discuss the four eras of the evolution of marketing.

254. (p. 357) When Callie wants to obtain information to research changes in her market or determine what her

customers are likely to want in the future, she relies on the articles and data available in trade journals, feedback

from surveys, and personal interviews of her customers. Which of the following statements about Callie’s

sources of information is most accurate?

A. Callie is relying entirely on primary data for her research needs.

255. (p. 363-364) The fact that Curves and Shapes is designed to appeal to women of a certain age, education and

income level, means that Callie is using:

D. geographic segmentation

256. (p. 354) When Callie developed a detailed description of her ideas for a health club and asked for feedback

from women about the proposal, she was engaging in:

257. (p. 365) Which of the following statements about Callie’s marketing approach is most accurate?

D. Callie’s marketing efforts put too much emphasis on retaining existing customers and not enough on

retaining new customers.

258. (p. 358) When Callie attempts to identify economic, social, and competitive factors that will affect her

success in the health club market, she is engaging in:

A. positioning analysis.

c13 Summary