Marketing 764

Type

Quiz

Book Title

A Preface to Marketing Management 14th Edition

ISBN 13

978-0077861063

October 29, 2015

The research and development division of Anchor Inc., a manufacturing firm, has a

sizeable number of engineers for its employees. The buying decisions related to the

equipment to be used in the research and development of new technologies is primarily

made by the engineers. Based on these traits, which of the organization-specific factors

is most relevant in the division's purchasing process?

A. monopolization

B. segmentation

C. orientation

D. centralization

Answer:

Among the determinants of service quality, tangibles generally refer to:

A. non-perishable goods.

B. the physical evidence of the service.

C. the cyclical stability of the service.

D. demographic factors.

Answer:

Which of the following statements about market segmentation is true?

A. According to the model of market segmentation analysis, the process usually begins

with deciding the segmentation strategy to be used.

B. In the process of market segmentation, deciding the segmentation strategy precedes

the determining the consumer needs and wants.

C. The logic of market segmentation is that a single product item can seldom meet the

needs and wants of all consumers.

D. According to the model of market segmentation analysis, the process begins with

designing the marketing mix strategy.

Answer:

The rate of exposure to an advertisement is known as:

A. average frequency.

B. reach intensity.

C. frame rate.

D. time to target market.

Answer:

The marketing team at Stacey Collins Inc. is conducting research to determine the

reaction of consumers to its new line of genuine leather clothing. The team is drawing a

sample and preparing the questionnaires it intends to send out to the sample. It is also

deciding whether it will rely mostly on secondary data or primary data to make its

decisions. Considering the five Ps of the marketing research process, the marketing

team is currently involved in the:

A. determination of research purpose.

B. performance of the research.

C. development of a research plan.

D. processing of research data.

Answer:

According to the market segmentation process model, which of the following steps is a

company likely to undertake after it has determined the basic segments of the market

that could potentially be satisfied with its product?

A. Developing the product positioning plan

B. Deciding the segmentation strategy

C. Designing the marketing mix strategy

D. Determining the product mix

Answer:

Chopstick, a restaurant based in Los Angeles, is well-known for its authentic Japanese

delicacies, its traditional Japanese ambience, and its respectful staff. Los Angeles's high

population of Asian-American citizens, who prefer Japanese cuisine, has strongly

contributed to Chopstick's success. Chopstick has a competitive advantage because of:

A. company strategy, structure and rivalry.

B. favorable demand conditions.

C. related and supporting industries.

D. favorable factor conditions.

Answer:

Which of the following situational influences provides additional depth to a description

of a situation by incorporating details of the persons present, their characteristics, their

apparent roles, and interpersonal interactions?

A. Physical features

B. Social features

C. Task features

D. Current conditions

Answer:

Which of the following is an example of a demographic factor that influences the

pricing decision of a product?

A. The nature of the product

B. The reaction of potential buyers to odd pricing

C. The prestige orientation of potential buyers

D. The expected consumption rates of potential buyers

Answer:

Which of the following products is most likely to contain short-run incentives in its

promotion mix?

A. An essential commodity

B. An established product witnessing a seasonal decline in sales

C. A product in the decline stage of the product life cycle

D. A product in the research and development stage of the product life cycle

Answer:

A paid form of nonpersonal communications about an organization, its products, or its

activities that is transmitted through a mass medium to a target audience is called:

A. publicity.

B. advertising.

C. personal selling.

D. direct marketing.

Answer:

How are consumer lifestyles measured during psychographic segmentation?

A. Consumers are asked about their health and known medical conditions.

B. Consumers are asked about their activities, interests, and opinions.

C. Consumers are asked to rate products in terms of the benefits they offer.

D. Consumers are asked to list the types of product features that they want.

Answer:

According to Maslow's hierarchy, _____ will dominate when all needs are unsatisfied,

and in such situations, none of the other needs will serve as a basis for motivation.

A. physiological needs

B. safety needs

C. esteem needs

D. self-actualization needs

Answer:

Identify the correct statement about the various types of organizational purchases.

A. Straight rebuys have the longest time frame in terms of the organizational buying

process.

B. Modified rebuys have the shortest time frame in terms of the organizational buying

process.

C. New task purchases involve evaluating many suppliers before selecting the final

supplier.

D. Straight rebuys involve evaluating many alternative options during the buying

process.

Answer:

Off-peak pricing is generally used to:

A. overcome problems associated with the homogeneity of services.

B. deal with the fluctuating demand for services.

C. create service perishability and fluctuating demand.

D. separate the service provider from a service.

Answer:

Which of the following steps of the marketing research process is crucial because it

influences the type of research to be conducted and the research design?

A. Performance of the research

B. Plan of the research

C. Purpose of the research

D. Processing of the research data

Answer: