Chapter 15 2 When is market research used most frequently

Business, Eighth Canadian Edition Griffin, Ebert, Starke, Dracopoulos, Lang

Chapter 15—Understanding Marketing Processes and Consumer Behaviour

Question ID: 15-1-77 Skill: Comprehension

Objective: 15.4

78. Assume that you went to a shopping mall to determine peoples’ attitudes toward a new peanut

butter and pickle-flavoured ice cream. You would be collecting ________ data.

a. census

b. interview

c. primary

d. psychographic

e. secondary

Difficulty: 2 Page-Reference: 480

Question ID: 15-1-78 Skill: Comprehension

Objective: 15.4

79. As a consultant to Procter & Gamble, John Smith monitors consumers to determine their buying

habits. This research method is known as

a. observation.

b. experimentation.

c. consumer behaviour analysis.

d. focus group research.

e. surveying.

Difficulty: 2 Page-Reference: 480

Question ID: 15-1-79 Skill: Comprehension

Objective: 15.4

80. When is market research used most frequently?

a. When a new or altered product is being considered

b. When a product is out of stock

c. When the promotional campaign is first under way

d. When the product is fully stocked in each of the distribution centres

e. When determining the reason for a product’s failure

Difficulty: 2 Page-Reference: 478-479

Question ID: 15-1-80 Skill: Comprehension

Objective: 15.4

81. The information that Statistics Canada provides on the Canadian economy is an example of

a. secondary data.

b. statistical variance analysis.

c. primary data.

d. a demographic variable.

e. product research.

Difficulty: 1 Page-Reference: 480

Question ID: 15-1-81 Skill: Comprehension

Objective: 15.4

Business, Eighth Canadian Edition Griffin, Ebert, Starke, Dracopoulos, Lang

Chapter 15—Understanding Marketing Processes and Consumer Behaviour

82. Marketing research is

a. the study of consumer needs and wants, and the ways in which sellers can best meet them.

b. the process of collecting, storing, and retrieving data in electronic files.

c. the process of fixing, adapting, and communicating the nature of the product itself.

d. the process of dividing a market into categories of customer types.

e. a marketing strategy that emphasizes long-lasting relationships with customers.

Difficulty: 2 Page-Reference: 478

Question ID: 15-1-82 Skill: Knowledge

Objective: 15.4

83. Rondell Corp. is involved in a market research project. They have already studied the current

situation to discover customer needs and what is being done to meet those needs. What should they do

next?

a. Collect data

b. Select a research method

c. Analyze the data

d. Conduct a focus group

e. Prepare a report

Difficulty: 2 Page-Reference: 480

Question ID: 15-1-83 Skill: Application

Objective: 15.4

84. Sherrie wants to conduct a market research project, but she has no idea where to begin. You

advise her to begin by

a. designing a questionnaire.

b. collecting data.

c. selecting a research method.

d. studying the current situation.

e. analyzing data.

Difficulty: 1 Page-Reference: 480

Question ID: 15-1-84 Skill: Application

Objective: 15.4

85. Sherrie wants to save money and time on her research project. You recommend she use

a. observation.

b. focus groups.

c. primary data she collects herself.

d. secondary data.

e. experiments.

Difficulty: 2 Page-Reference: 480

Question ID: 15-1-85 Skill: Application

Objective: 15.4

Business, Eighth Canadian Edition Griffin, Ebert, Starke, Dracopoulos, Lang

Chapter 15—Understanding Marketing Processes and Consumer Behaviour

86. Secondary data is

a. statistics and information that are available as a result of previous research.

b. based on data newly collected for a specific research purpose.

c. based on information gathered by someone else, but not yet published.

d. any of the above, depending upon why the marketer is doing the research.

e. data gathered for secondary areas of the firm like marketing research and accounting.

Difficulty: 1 Page-Reference: 480

Question ID: 15-1-86 Skill: Knowledge

Objective: 15.4

87. Your boss has empowered you to complete a research project to determine if your company

should expand its product line. Your boss only wants to see the final step of the market research process,

which is

a. the primary data.

b. a report that includes alternative solutions and recommendations.

c. the study of the current situations.

d. the secondary data.

e. a description of the research method you used.

Difficulty: 2 Page-Reference: 480

Question ID: 15-1-87 Skill: Comprehension

Objective: 15.4

88. While Sylvia has not asked teenage consumers any questions, she has noticed that they

purchase green nail polish, as opposed to purple. Which research method has Sylvia used?

a. Nominal scaling

b. Focus groups

c. Observation

d. Survey

e. Experimentation

Difficulty: 2 Page-Reference: 480

Question ID: 15-1-88 Skill: Comprehension

Objective: 15.4

89. When UPS asked customers how the company could improve its service, UPS was using

a. video mining.

b. observation.

c. experimentation.

d. focus groups.

e. surveys.

Difficulty: 2 Page-Reference: 480

Question ID: 15-1-89 Skill: Comprehension

Objective: 15.4

Business, Eighth Canadian Edition Griffin, Ebert, Starke, Dracopoulos, Lang

Chapter 15—Understanding Marketing Processes and Consumer Behaviour

90. Which of the following is correct with respect to surveys?

a. Questionnaires are not generally necessary in surveys.

b. The accuracy of surveys is routinely very high.

c. When using surveys, a random sample is usually better than a representative sample of

consumers.

d. Online surveys are growing in popularity because the company gets immediate results.

e. All of these.

Difficulty: 2 Page-Reference: 481

Question ID: 15-1-90 Skill: Comprehension

Objective: 15.4

91. After asking people about their “desired scent experience,” Procter & Gamble developed Febreze

Scentstories, a product that gives off 5 different scents every 30 minutes. They did this after using what

approach to data gathering?

a. Video mining

b. Observation

c. Experimentation

d. Focus groups

e. Surveys

Difficulty: 3 Page-Reference: 481

Question ID: 15-1-91 Skill: Comprehension

Objective: 15.4

92. The local radio station wants to find out how it can increase the size of its listening audience. As a

marketing consultant, your best advice is to complete research via

a. an experiment.

b. a focus group.

c. a survey.

d. observation.

e. it is not possible to tell given the information provided.

Difficulty: 3 Page-Reference: 480-481

Question ID: 15-1-92 Skill: Application

Objective: 15.4

93. A moderator-led group discussion about a product or service is called ________.

a. psychoanalysis

b. experimentation

c. a focus group

d. video mining

e. observation

Difficulty: 1 Page-Reference: 481

Question ID: 15-1-93 Skill: Knowledge

Objective: 15.4

Business, Eighth Canadian Edition Griffin, Ebert, Starke, Dracopoulos, Lang

Chapter 15—Understanding Marketing Processes and Consumer Behaviour

94. Sally spent the day in the local grocery store passing out free samples of a new potato chip. Sally

gave every second customer the new chip with dip and every other customer the new chip without dip.

What type of research was Sally conducting?

a. Observation

b. Primary and secondary data collection

c. Experimentation

d. Survey

e. Focus groups

Difficulty: 3 Page-Reference: 481

Question ID: 15-1-94 Skill: Comprehension

Objective: 15.4

95. ________ is the study of the decision process by which customers come to purchase and

consume products.

a. Customer buying logic

b. Purchase decision model

c. End-user purchase behaviour

d. Consumer behaviour

e. Buyer behaviour

Difficulty: 1 Page-Reference: 482

Question ID: 15-1-95 Skill: Knowledge

Objective: 15.5

96. Which category of influences on consumer behaviour includes lifestyle, personality, and economic

status?

a. Social

b. Personal

c. Past experience

d. Psychological

e. Cultural

Difficulty: 1 Page-Reference: 483

Question ID: 15-1-96 Skill: Knowledge

Objective: 15.5

97. Which category of influences on consumer behaviour includes ethnic groups, social class,

occupation, and income?

a. Past experience

b. Psychological

c. Social

d. Cultural

e. Personal

Difficulty: 1 Page-Reference: 483

Question ID: 15-1-97 Skill: Knowledge

Objective: 15.5

Business, Eighth Canadian Edition Griffin, Ebert, Starke, Dracopoulos, Lang

Chapter 15—Understanding Marketing Processes and Consumer Behaviour

98. Based on a product review in a magazine, Rob decided on which product to buy. He is

demonstrating the impact of

a. psychological influences.

b. cultural influences.

c. past experience influences.

d. social influences.

e. personal influences.

Difficulty: 2 Page-Reference: 483

Question ID: 15-1-98 Skill: Comprehension

Objective: 15.5

99. Scott is an intelligent, conservative programmer. His clothing purchases are typically darker in

colour and not the current fad. This is an example of

a. past experience influences.

b. cultural influences.

c. social influences.

d. personal influences.

e. psychological influences.

Difficulty: 2 Page-Reference: 483

Question ID: 15-1-99 Skill: Comprehension

Objective: 15.5

100. Due to a strong work ethic, Joanne has worked her way up the ladder and would be considered

middle class, which is reflected in her recent purchases. This is an example of

a. psychological influences.

b. social influences.

c. personal influences.

d. cultural influences.

e. past experience influences.

Difficulty: 2 Page-Reference: 483

Question ID: 15-1-100 Skill: Comprehension

Objective: 15.5

101. An individual’s motivations, perceptions, ability to learn, and attitudes are part of which influence

in consumer behaviour?

a. Personal

b. Social

c. Cultural

d. Past experience

e. Psychological

Difficulty: 1 Page-Reference: 483

Question ID: 15-1-101 Skill: Comprehension

Objective: 15.5

Business, Eighth Canadian Edition Griffin, Ebert, Starke, Dracopoulos, Lang

Chapter 15—Understanding Marketing Processes and Consumer Behaviour

102. On the first day of your new job, you notice that your wardrobe is not up to company standards.

You are at the ________ stage of the consumer buying process.

a. problem recognition

b. purchase decision

c. post-purchase evaluation

d. information seeking

e. evaluation of alternatives

Difficulty: 2 Page-Reference: 483

Question ID: 15-1-102 Skill: Comprehension

Objective: 15.5

103. Needing some new clothes, you ask one of your co-workers where he shops. That evening you

check the newspapers for sales. You are in the ________ stage of the consumer buying process.

a. information seeking

b. post-purchase evaluation

c. problem recognition

d. purchase decision

e. evaluation of alternatives

Difficulty: 2 Page-Reference: 484

Question ID: 15-1-103 Skill: Comprehension

Objective: 15.5

104. You are checking out some stores to see what they have in personal computers. You also are

reviewing Consumer Reports and several computer magazines. You are in the ________ stage.

a. problem recognition

b. post-purchase evaluation

c. evaluation of alternatives

d. purchase decision

e. information seeking

Difficulty: 2 Page-Reference: 484

Question ID: 15-1-104 Skill: Comprehension

Objective: 15.5

105. Michael decides that he cannot afford the cost of a new set of tires for his car until after payday.

Which stage of the consumer buying process is evident?

a. Problem recognition

b. Evaluation of alternatives

c. Purchase decision

d. Information seeking

e. Post-purchase evaluation

Difficulty: 2 Page-Reference: 484

Question ID: 15-1-105 Skill: Comprehension

Objective: 15.5

Business, Eighth Canadian Edition Griffin, Ebert, Starke, Dracopoulos, Lang

Chapter 15—Understanding Marketing Processes and Consumer Behaviour

106. Before making your final decision on that new computer, you write down all the features, prices,

and warranties of the different products you’ve seen. You are in the ________ stage of the consumer

buying process.

a. problem recognition

b. post-purchase evaluation

c. purchase decision

d. information seeking

e. evaluation of alternatives

Difficulty: 2 Page-Reference: 484

Question ID: 15-1-106 Skill: Comprehension

Objective: 15.5

107. To help you decide which new suit to purchase for your job interview, you ask a trusted friend to

give you her opinion on each of the suits you’re looking at. You are in the ________ stage of the

consumer buying process.

a. post-purchase evaluation

b. purchase decision

c. evaluation of alternatives

d. information seeking

e. problem recognition

Difficulty: 2 Page-Reference: 484

Question ID: 15-1-107 Skill: Comprehension

Objective: 15.5

108. As you are driving down the road in your new Chevrolet, you notice that a new Ford has

stopped beside the road and has its hazard lights blinking. You smile but decide to stop anyway to help

out. You are in the ________ stage of the consumer buying process.

a. problem recognition

b. information seeking

c. purchase decision

d. evaluation of alternatives

e. post-purchase evaluation

Difficulty: 3 Page-Reference: 484

Question ID: 15-1-108 Skill: Comprehension

Objective: 15.5

109. As you go to the store to buy your new professional suit, you consider what ties and shirts

would go well with it. You are in the ________ stage of the consumer buying process.

a. evaluation of alternatives

b. purchase decision

c. problem recognition

d. post-purchase evaluation

e. information seeking

Difficulty: 2 Page-Reference: 484

Question ID: 15-1-109 Skill: Comprehension

Objective: 15.5

Business, Eighth Canadian Edition Griffin, Ebert, Starke, Dracopoulos, Lang

Chapter 15—Understanding Marketing Processes and Consumer Behaviour

110. When you obtain your first job after graduation, your new income may let you purchase items

that were once too expensive. You would be in what stage of the consumer buying process?

a. Purchase decision

b. Information seeking

c. Evaluation of alternatives

d. Post-purchase evaluation

e. Problem/need recognition

Difficulty: 2 Page-Reference: 483-484

Question ID: 15-1-110 Skill: Comprehension

Objective: 15.5

111. You and your spouse decide that the sports car you currently own is not going to be suitable for

travelling with your new baby, Amy. You are in what stage of the consumer buying process?

a. Purchase decision

b. Post-purchase evaluation

c. Problem recognition

d. Information seeking

e. evaluation of alternatives

Difficulty: 2 Page-Reference: 483-484

Question ID: 15-1-111 Skill: Comprehension

Objective: 15.5

112. If you are in the market for a new set of skis, you probably have some idea of who provides the

best skis and how they differ. You may have accumulated some of this knowledge during the information–

seeking stage and combined it with what you knew before. The next stage for you is to

a. evaluate alternatives.

b. seek information.

c. buy a new pair of skis.

d. recognize the problem.

e. conduct a post-purchase evaluation.

Difficulty: 2 Page-Reference: 484

Question ID: 15-1-112 Skill: Comprehension

Objective: 15.5

113. Rob has decided to buy a new computer based on the relatively low costs, the features he can

get, the warranty that comes with the computer, and the overall usefulness it will provide. He has made

his decision based on

a. rational motives.

b. irrational motives.

c. subjective motives.

d. analytical motives.

e. emotional motives.

Difficulty: 2 Page-Reference: 484

Question ID: 15-1-113 Skill: Comprehension

Objective: 15.5

Business, Eighth Canadian Edition Griffin, Ebert, Starke, Dracopoulos, Lang

Chapter 15—Understanding Marketing Processes and Consumer Behaviour

114. As Bill enters the store he notices a shirt that he likes and decides to buy it even though he

came into the store looking for pants. He has made a(n) ________ decision.

a. rational

b. emotional

c. illogical

d. subjective

e. logical

Difficulty: 1 Page-Reference: 484

Question ID: 15-1-114 Skill: Comprehension

Objective: 15.5

115. Which is a rational motive for the decision to make a purchase?

a. A purchase that is based on motives such as aesthetics or sociability

b. Purchasing a pair of slacks because your friend looks great wearing the same kind of slacks

c. An evaluation of the attributes of the product, for example, cost, quality, usefulness

d. A decision to buy chewing gum while waiting in the checkout line

e. Purchasing a chocolate milkshake because you like the taste

Difficulty: 1 Page-Reference: 484

Question ID: 15-1-115 Skill: Comprehension

Objective: 15.5

116. Which of the following is correct with regard to rational and emotional purchase motives?

a. Emotional purchase motives generally lead to post-purchase unhappiness.

b. Rational motives are normally used for industrial goods purchases, while emotional motives are

normally used for consumer goods purchases.

c. Research shows that rational motives are more commonly used by men, while emotional motives

are more commonly used by women.

d. Emotional motives are used when purchasing services, while rational motives are used when

purchasing goods.

e. None of these.

Difficulty: 2 Page-Reference: 484

Question ID: 15-1-116 Skill: Comprehension

Objective: 15.5

117. ________ marketing, also known as buzz marketing, can be beneficial, but it can also be the

most devastating since the business cannot control it.

a. Brand loyalty

b. Special events

c. Word of mouth

d. Billboard

e. Celebrity

Difficulty: 1 Page-Reference: 484

Question ID: 15-1-117 Skill: Knowledge

Objective: 15.5

Business, Eighth Canadian Edition Griffin, Ebert, Starke, Dracopoulos, Lang

Chapter 15—Understanding Marketing Processes and Consumer Behaviour

118. Boilers Inc. sells 100% of its boilers to churches to improve their energy efficiency and to

decrease their heating costs. The company is involved in

a. charitable marketing.

b. industrial marketing.

c. consumer marketing.

d. quality assurance marketing.

e. institutional marketing.

Difficulty: 2 Page-Reference: 485

Question ID: 15-1-118 Skill: Comprehension

Objective: 15.6

119. The Delivery Company has an extensive distribution network in Canada. They buy products

directly from manufacturers and distribute them to small retailers at a nominal mark-up. What market do

they belong to?

a. Institutional market

b. Demand driven market

c. Industrial market

d. Primary market

e. Reseller market

Difficulty: 2 Page-Reference: 485

Question ID: 15-1-119 Skill: Comprehension

Objective: 15.6

120. Westminster Office Products buys paper products from Boise Cascade for sale in its retail

stores. Westminster Office Products purchases paper products in the ________ market.

a. retail

b. government

c. industrial

d. reseller

e. institutional

Difficulty: 2 Page-Reference: 485

Question ID: 15-1-120 Skill: Comprehension

Objective: 15.6

121. All of the following statements concerning organizational buyers are true except

a. in general, organizational buyers are company specialists in a line of items.

b. organizational buyers routinely study competing products and competing suppliers.

c. organizational buyers are professionals who are trained in negotiating purchase terms.

d. organizational buyers tend to be primarily motivated by emotional motives.

e. all of these statements are true.

Difficulty: 2 Page-Reference: 486

Question ID: 15-1-121 Skill: Comprehension

Objective: 15.6

Business, Eighth Canadian Edition Griffin, Ebert, Starke, Dracopoulos, Lang

Chapter 15—Understanding Marketing Processes and Consumer Behaviour

122. Which of the following products had to be adapted for sale in foreign markets?

a. Budweiser beer

b. Coca-Cola

c. Marlboro cigarettes

d. Personal computers

e. All of these

Difficulty: 2 Page-Reference: 486-487

Question ID: 15-1-122 Skill: Comprehension

Objective: 15.7

123. When a firm is considering entering the international market with one or more of its products,

which of the following is the most important?

a. Marketing managers must reconsider each of the elements in the marketing mix.

b. Marketing managers must change the manufacturing process to lower manufacturing costs so as to

offset higher shipping costs.

c. The marketing managers must learn the language which is used in that market, e.g., Korean,

Japanese, Spanish.

d. The marketing manager must select a local sales representative from within the foreign nation.

e. Marketing managers must travel to the international market each month in order to evaluate the

effects of their work.

Difficulty: 2 Page-Reference: 486

Question ID: 15-1-123 Skill: Comprehension

Objective: 15.7

124. Which of the following is not true of the international marketing mix?

a. A company can speed up its international distribution activities by buying an existing business in

another country.

b. Cultural differences can cause negative reactions to products that are advertised improperly.

c. Some products can be sold abroad with virtually no changes.

d. Products that sell for a given price in the United States may sell at a different price in another

country.

e. The International Standards Act ensures the existence of uniform advertising practices in most

countries.

Difficulty: 3 Page-Reference: 486-487

Question ID: 15-1-124 Skill: Comprehension

Objective: 15.7

125. Some products can be sold abroad with virtually no changes. Which of the following products

does require adaptations before it can be sold abroad?

a. Cigarettes

b. Electric shavers

c. Foreign beer

d. Soft drinks

e. Domestic beer

Difficulty: 3 Page-Reference: 486

Question ID: 15-1-125 Skill: Comprehension

Objective: 15.7

Business, Eighth Canadian Edition Griffin, Ebert, Starke, Dracopoulos, Lang

Chapter 15—Understanding Marketing Processes and Consumer Behaviour

126. Excelsior Inc. is a fast-food company that has decided to expand overseas to the countries of

Germany, Japan, and India. But a debate has arisen among marketing executives about whether to use

an adaptation plan (where the company’s product offerings are altered to meet local demands) or an

integrated marketing plan (where the same standardized products are offered in the three countries).

Which of the following would support the adaptation approach?

a. Consumers in these countries prefer meals with known ingredients that are familiar to them, and

they are slow to adapt new fast food ideas

b. The price of the company’s products will increase by about 15 percent as a result of the cost of

introducing new food ingredients.

c. The under-30 age group in these three countries eagerly adopts North American products as a

status symbol of increasing wealth.

d. The current worldwide economic slump has caused a decline in the sales revenue for all fast food

companies.

e. Finding suppliers for new food items will require the hiring of translators in each of the three

countries.

Difficulty: 3 Page-Reference: 486-487

Question ID: 15-1-126 Skill: Analysis

Objective: 15.7

127. Skelton Corp. is thinking about using a standardized marketing approach to sell its products

internationally. The CEO thinks that this will help to control and plan production better. Which of the

following points about using a single marketing approach would strengthen the CEO’s argument?

a. The company will sell in the same way to different countries regardless of culture.

b. A single marketing approach will allow for simplification of inventory and quality control processes.

c. The company will have to hire more employees at headquarters.

d. The company will be locked in to one marketing strategy for the long term.

e. More extensive managerial oversight in sales will be needed.

Difficulty: 3 Page-Reference: 486-487

Question ID: 15-1-127 Skill: Analysis

Objective: 15.7

128. The director of marketing at Lexo Corp. is making the case for an adaptation strategy for its

international marketing, asserting that the company’s products will need to be adapted to different

markets in different countries. If the following facts were known, which one would strengthen the director

of marketing’s case?

a. Lexo’s products carry the most competitive prices in the Canadian market.

b. Preferences for the products that Lexo makes vary across different cultures.

c. Lexo knows that it will not face too much serious competition in the countries in which it plans to

sell its products.

d. Lexo will have only a limited advertising budget for its international marketing efforts.

e. Lexo has gradually gained market share in Canada over the last decade.

Difficulty: 3 Page-Reference: 486-487

Question ID: 15-1-128 Skill: Analysis

Objective: 15.7

Business, Eighth Canadian Edition Griffin, Ebert, Starke, Dracopoulos, Lang

Chapter 15—Understanding Marketing Processes and Consumer Behaviour

129. Which elements of the marketing mix would apply to a successful small business owner?

a. Advertising and personal selling

b. Advertising and sales promotion

c. Product, price, promotion, and place

d. Marketing research and pricing

e. Place and promotion

Difficulty: 1 Page-Reference: 488-489

Question ID: 15-1-129 Skill: Comprehension

Objective: 15.7

130. Which of the following is not true of the small business marketing mix?

a. A clever marketing campaign will create success for a product that few consumers want or need.

b. A small business must have a clear picture of their target market’s needs and wants.

c. Small business pricing errors usually result from a failure to estimate operating expenses

accurately.

d. Smaller companies may have advantages over larger companies in distribution.

e. Successful small businesses plan for promotional expenses as a part of start-up costs.

Difficulty: 3 Page-Reference: 488-489

Question ID: 15-1-130 Skill: Comprehension

Objective: 15.7

131. What causes most pricing errors in small business firms?

a. Owners select poor locations for service firms.

b. Owners don’t know the price of their competitors’ products.

c. Entrepreneurs introduce new products that they like but for which there is no market.

d. Over-reliance on word-of-mouth advertising results in potential customers who do not know about

the product or service.

e. Failure to project operating expenses accurately

Difficulty: 1 Page-Reference: 488

Question ID: 15-1-131 Skill: Comprehension

Objective: 15.7

1. Marketing applies to goods and services, but not to ideas.

a. True

b. False

Difficulty: 1 Page-Reference: 464

Question ID: 15-2-132 Skill: Comprehension

Objective: 15.1

2. The value of a product, service, or idea to a consumer is based on the formula “benefits divided by

costs.”

a. True

b. False

Difficulty: 1 Page-Reference: 465

Business, Eighth Canadian Edition Griffin, Ebert, Starke, Dracopoulos, Lang

Chapter 15—Understanding Marketing Processes and Consumer Behaviour

Question ID: 15-2-133 Skill: Comprehension

Objective: 15.1

3. Marketing plays a role in creating time, place, and ownership utility, but not in creating form utility.

a. True

b. False

Difficulty: 1 Page-Reference: 465

Question ID: 15-2-134 Skill: Comprehension

Objective: 15.1

4. A restaurant like Olive Garden is classified as a “pure” service.

a. True

b. False

Difficulty: 1 Page-Reference: 467

Question ID: 15-2-135 Skill: Comprehension

Objective: 15.1

5. A camera is a “pure” good, while investment advice is a “pure” service.

a. True

b. False

Difficulty: 1 Page-Reference: 467

Question ID: 15-2-136 Skill: Knowledge

Objective: 15.1

6. The terms “marketing” and “advertising” are basically synonymous.

a. True

b. False

Difficulty: 1 Page-Reference: 464

Question ID: 15-2-137 Skill: Comprehension

Objective: 15.1

7. Products that are purchased from a business firm for the purpose of assembly into another product

are industrial goods.

a. True

b. False

Difficulty: 2 Page-Reference: 467

Question ID: 15-2-138 Skill: Knowledge

Objective: 15.1

8. The marketing concept emphasizes profitability on products as more important than any other

criterion.

a. True

b. False

Difficulty: 2 Page-Reference: 464

Business, Eighth Canadian Edition Griffin, Ebert, Starke, Dracopoulos, Lang

Chapter 15—Understanding Marketing Processes and Consumer Behaviour

Question ID: 15-2-139 Skill: Comprehension

Objective: 15.1

9. The goal of customer relationship marketing is to build a solid and long–lasting relationship with

customers.

a. True

b. False

Difficulty: 2 Page-Reference: 467

Question ID: 15-2-140 Skill: Knowledge

Objective: 15.1

10. A few marketing powerhouses like Coca-Cola and Procter & Gamble can develop their marketing

strategies without too much concern about the external marketing environment, but most firms do not

have this luxury.

a. True

b. False

Difficulty: 2 Page-Reference: 467

Question ID: 15-2-141 Skill: Comprehension

Objective: 15.1

11. Marketing plans, decisions, and strategies are not determined unilaterally by any business.

Rather, they are strongly influenced by powerful environmental forces.

a. True

b. False

Difficulty: 2 Page-Reference: 467-468

Question ID: 15-2-142 Skill: Knowledge

Objective: 15.1

12. Changing social values have forced companies to develop and promote new products for

individual consumers, but industrial customers have not been affected nearly as much.

a. True

b. False

Difficulty: 2 Page-Reference: 469

Question ID: 15-2-143 Skill: Comprehension

Objective: 15.1

13. New developments in technology have a big impact on the production area of a business, but

much less impact on the marketing area.

a. True

b. False

Difficulty: 2 Page-Reference: 469

Question ID: 15-2-144 Skill: Comprehension

Objective: 15.1