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Jean Malone, a market researcher, recently found that most people in Bradburg County
purchase automobiles with predominantly functional designs and prefer darker colors.
Which of the following marketing strategies should Jean most likely recommend to an
automobile dealer interested in opening a dealership in Bradburg County?
A) one-to-one marketing
B) undifferentiated marketing
C) segmented marketing
D) individual marketing
E) direct marketing
Which of the following message execution styles features a highly believable or likable
source endorsing the product?
A) musical
B) mood or image
C) testimonial evidence
D) lifestyle
E) slice of life
The term "demand chain" is considered limited because it ________.
A) advocates a make-and-sell view of the market that relies on a responsive supply
network
B) suggests that planning starts with raw materials, productive inputs, and factory
capacity
C) takes a step-by-step, linear view of purchase-production-consumption activities
D) ignores the evolution of the global marketplace
E) overlooks the needs of target customers
At Fantastic Flavors, a large regional chain of candy stores, employees from marketing,
design, production, and finance work in cross-functional groups to save time and
money in the new-product development process. Fantastic Flavors uses a ________
approach.
A) customer-centered new-product development
B) sequential product development
C) team-based new-product development
D) heuristic
E) functional
Juanita Petino, a nutritionist, decided to test the effects of two breakfast cereals, Kinglo
and Loopy, on different consumer groups. For the purpose of her study, she divided 20
volunteers into two groups and asked the members of one group to have Kinglo cereal
and the members of the other group to have Loopy cereal for breakfast. She decided to
compare the responses of the volunteers after a week to gain deeper insights into
consumer attitude. In this instance, Juanita is using ________.
A) niche marketing
B) experimental research
C) product differentiation
D) ethnographic research
E) viral marketing
The competitive intelligence system continuously collects information from the field
through ________.
A) government publications
B) online monitoring
C) speeches
D) online databases
E) market surveys
George is buying his first house. He has spent a month looking at houses and comparing
them on attributes such as price and location. He has contacted several real estate agents
to look at different types of houses. George is most likely exhibiting ________.
A) variety-seeking buying behavior
B) complex buying behavior
C) consumer capitalism
D) dissonance-reducing buying behavior
E) marketing myopia
Over the past few years, Binney and Smith's Crayola crayons have been preferred by
users in more than 80 countries around the world. Crayola crayons are in the ________
stage of the PLC.
A) introduction
B) laggard
C) maturity
D) decline
E) incubation
An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine
featured actress Melina Kanakaredes and offered readers a $1-off coupon when they
tried the new makeup. In terms of the communication model, the medium of this ad is
________.
A) Melina Kanakaredes
B) Ladies' Home Journal
C) readers who redeem the $1-off coupon
D) Maybelline
E) the target market to whom Melina Kanakaredes appeals
A firm should compete with ________ competitors in order to sharpen its abilities.
Succeeding against these competitors often provides greater returns.
A) strong
B) international
C) weak
D) distant
E) smaller
An MIS is used to ________.
A) generate product interest
B) develop marketing plans
C) identify demographic trends
D) assess information needs
E) test hypotheses about cause-and-effect relationships
The Attic Trunk opened in 1979 as an upscale dress shop in Forest Ridge's fashionable
shopping district, catering to a wealthy, mature clientele consisting mostly of older,
first-generation Hispanics. Many other specialty shops lined the main avenue over the
next few years. But as Forest Ridge began to attract a more price-conscious, younger,
and more demographically diverse population, the once-popular shopping district was
increasingly perceived as stodgy and snobby by the new segment of customers.
By the late 1980s, many of these specialty shops suffered financially. Most shops
attracted only tourists who enjoyed browsing through the displays of alligator belts and
shoes, piles of scented soaps, and so on, often laughing at the ridiculously high prices.
Owners of The Attic Trunk had noticed the shifts in buying behavior of customers by
the late 1980s. In fact, the owners had observed that the once-fashionable shopping
district in Forest Ridge no longer attracted the wealthy, mature clientele. This clientele
had been replaced with price-conscious families with children, a mix of Asian and
African Americans as well as Caucasians.
Specialty items at The Attic Trunk gradually disappeared, replaced by brand-name
apparel, colognes, and jewelry. Other owners followed suit in the early 1990s, bringing
restaurants, an outdoor cafe, and a day spa to the main avenue in Forest Ridge.
Many families with children are now attracted to the shopping district in Forest Ridge.
What characteristics about families as consumer groups might the owners of The Attic
Trunk want to keep in mind?
A) Though more women hold jobs outside the home today than when The Attic Trunk
first opened, husband-wife involvement in the buying process has remained relatively
unchanged.
B) Children have considerable amounts of disposable income and have a strong
influence on family buying decisions.
C) Women seldom account for any technology-related purchases.
D) Women typically account for most habitual purchases.
E) Men make all the major purchasing decisions in most families.
