Deck 11: Marketing Processes and Consumer Behavior

Question 1

What type of goods includes raw materials used to produce other products?

A) Substitute products
B) Industrial goods
C) Consumer goods
D) Marketing goods
E) Disposable goods

Answer 1

B
Explanation:B)Industrial goods are physical items used by companies to produce other products.

Question 2

Benefits add value by providing features that increase the customer's satisfaction.

Answer 2

False
Explanation:Features are the tangible or intangible items in the value package that add benefits that increase the customer's satisfaction.

Question 3

Which of the following occurs between similar products and is based on buyers' perceptions of the benefits of products offered by particular companies?

A) International competition
B) Substitute competition
C) Brand competition
D) Benefit competition
E) Placement competition

Answer 3

C
Explanation:C)Brand competition is based on buyers' perceptions of the benefits of products offered by particular companies.

Question 4

What is data warehousing?

A) A marketing strategy that creates sales agreements that stipulate product delivery
B) The process of dividing a market into categories of customer types
C) The study of consumer needs and wants and the way in which sellers can best meet them
D) The process of collecting, storing, and retrieving data in electronic files
E) A customer identification strategy that targets potential buyers

Question 5

A company decides to introduce a line of crackers made with organically grown grains and vegetables. What environmental trend is the company responding to?

A) Competitive
B) Sociocultural
C) Political-legal
D) Economic
E) Technological

Question 6

What do organizations use to build better, stronger information connections with clients?

A) Customer relationship management (CRM)
B) Data warehousing
C) Industrial marketing
D) Possession utility
E) Data mining

Question 7

Companies who use ad campaigns to raise public awareness of important issues such as texting while driving are working with what type of environment?

A) Political-legal
B) Sociocultural
C) Technological
D) Competitive
E) Demographic

Question 8

Which of the following is used to automate the analysis of customer information and how might they be influenced by marketers?

A) Data mining
B) Brand competition
C) Customer relationship management
D) Relationship marketing
E) Data warehousing

Question 9

What is the term for the process of creating, communicating, and delivering value to customers while managing customer relationships in ways that benefit the organization and its stakeholders?

A) Financial planning
B) Controlling
C) Operations management
D) Marketing
E) Demographic profiling

Question 10

Marketing consists primarily of advertising a product or service.

Question 11

The ability of a good or service to satisfy a need is considered to be its

A) benefit.
B) utility.
C) value.
D) market.
E) sociocultural environment.

Question 12

When a domestic marketer competes against foreign firms to sell products of a similar nature, what type of sales competition is created?

A) Brand
B) Substitute
C) International
D) Competitive
E) Social

Question 13

Marketing concepts can be extended to the promotion of ideas.

Question 14

The formula for value is benefits divided by costs.

Question 15

What is created when the ownership of a product, including the setting of selling prices, terms of credit, and ownership documentation is transferred to a customer?

A) Place utility
B) Time utility
C) Value utility
D) Possession utility
E) Form utility

Question 16

What type of utility is practiced by those companies who allow marketers to have a voice in product design and identifying features customers want?

A) Time
B) Possession
C) Form utility
D) Value
E) Place

Question 17

Marketing managers often support the activities of political action committees (PACs). In doing this, which environment are they attempting to influence?

A) Competitive
B) Economic
C) Technological
D) Political-legal
E) Geo-demographic

Question 18

What type of marketing is used to build long-term relationships with customers?

A) Industrial marketing
B) Relationship marketing
C) Social marketing
D) Economic marketing
E) Consumer marketing

Question 19

What are the tangible and intangible qualities that a company builds into its products?

A) Features
B) Requirements
C) Benefits
D) Safety devices
E) Guarantees

Question 20

What are products with intangible features such as professional advice?

A) Personal goods
B) Services
C) Industrial goods
D) Psychographics
E) Reseller goods

Question 21

What is used to guide the detailed activities of the marketing plan ensuring the goals of the plan are accomplished?

A) Marketing strategy
B) Product differentiation
C) Marketing objectives
D) Distribution policy
E) Marketing mix

Question 22

What are the tangible products bought strictly for personal use?

A) Consumer goods
B) Services
C) Relationship goods
D) Data
E) Industrial goods

Question 23

Time utility is created by a sales agreement that stipulates where products will be delivered to customers.

Question 24

The product mix includes consideration of product, pricing, place, and promotion.

Question 25

Explain the elements that comprise the marketing environment.

Question 26

What is the term for a detailed strategy for focusing marketing efforts on consumers' needs and wants?

A) Marketing mix
B) Marketing manager
C) Product differentiation
D) Product development
E) Marketing plan

Question 27

When selling industrial goods and services, using representatives who are trained to understand the needs of each customer is a key component of

A) advertising.
B) personal selling.
C) sales promotions.
D) publicity.
E) interactive marketing.

Question 28

Which of the following represents a feature or image that makes one product different from its competitors?

A) Marketing strategy
B) Product differentiation
C) Place distribution
D) Personal selling
E) Product positioning

Question 29

Describe the three types of competition faced by marketers.

Question 30

How do organizations determine how to move products to customers?

A) Promotion
B) Marketing mix
C) Place (or distribution)
D) Marketing managers
E) Personal selling feedback

Question 31

Why does a marketing strategy utilize the marketing mix, which includes product, price, place, and promotion?

A) To control the organization's resources to support marketing activities
B) To transfer goods or services to customers
C) To develop a clear strategy for planning and implementing marketing activities
D) To plan the organization's marketing toward supporting the organization's overall mission
E) To satisfy customers in target markets

Question 32

Product differentiation is selecting the best price at which to sell a product.

Question 33

The goals of the marketing plan are the foundations for the marketing objectives.

Question 34

Economic conditions greatly influence marketing plans for product offerings.

Question 35

What is the overall effect when a good or service is priced higher than competitors?

A) There will be an implication of higher quality standards.
B) There will be greater demand for the product.
C) Sales will start slow, but increase over time.
D) There will be a larger market size, but smaller profit.
E) There will be a smaller market and smaller profit.

Question 36

What part of the marketing mix includes communicating information about products and is the most visible component of the marketing mix?

A) Product
B) Promotion
C) Price
D) Place
E) Psychographics

Question 37

What is the term for the communication efforts that are designed to build goodwill and build favorable attitudes in consumers?

A) Sales promotion
B) Advertising
C) Promotion
D) Public relations
E) Personal selling

Question 38

What specific issues do marketing strategies help marketers determine?

A) The goals the marketing plan intends to accomplish
B) The marketing objectives of what marketer will accomplish
C) The mix of goods or services to fill a customer's needs or wants
D) The marketing activities a business will use to achieve marketing goals
E) The features that will differentiate a product from competitors

Question 39

A feature or image that makes a product different from existing products is called product differentiation.

Question 40

How do companies offer one-time direct inducements to buyers when promoting goods or services?

A) Personal selling
B) Premiums
C) Public relations campaigns
D) Integrated marketing
E) Advertising

Question 41

Why is product development a challenge for marketers?

Question 42

What does the process of positioning involve?

A) Hiring only employees who have the strongest credentials
B) Designing a company's products to appeal to target customers
C) Focusing on only one component of the marketing mix
D) Disregarding customers' reactions to a company's products
E) Reorganizing employees according to seniority

Question 43

What would marketers utilize if they wanted to identify markets where customers had a certain lifestyle, personality, or attitude?

A) Place utility
B) Geographic segmentation
C) Psychographic segmentation
D) Possession utility
E) Behavioral segmentation

Question 44

Why is it important for a company to develop new products?

Question 45

What can be utilized to ensure a company's marketing and nonmarketing efforts are compatible?

A) Market segmentation
B) Integrated marketing strategies
C) Target marketing
D) Public relations
E) Personal selling

Question 46

What market segment is based on where the target market lives and how location affects their lifestyle?

A) Demographic
B) Behavioral
C) Positional
D) Geographic
E) Psychographic

Question 47

Which of the following is the combination of traits used to identify consumers and act as a common segmentation tool?

A) Psychographic variables
B) Behavioral variables
C) Marketing variables
D) Geo-demographic variables
E) Primary variables

Question 48

What can marketers use to attempt to separate consumers based on identifying traits such as age or income?

A) Demographic variables
B) Geographic segmentation
C) Product positioning
D) Integrated marketing
E) Demographic segmentation

Question 49

Psychographics cannot be changed by marketing efforts.

Question 50

A description such as single, age 20-34, earning $30,000 a year is an example of a psychographic variable.

Question 51

Geographic variables describe populations by identifying traits, such as age, income, gender, ethnic background, marital status, race, religion, and social class.

Question 52

Which of the following describe(s)measurable traits about a consumer, such as income, gender, or marital status?

A) Psychographics
B) Geographics
C) Geo-demographics
D) Behavior
E) Demographics

Question 53

What process is used by marketers to communicate the nature of a product to a target segment?

A) Product positioning
B) Target marketing
C) Promotion
D) Product differentiation
E) Personal influence

Question 54

Describe the elements of the marketing mix. What is their collective role?

Question 55

Why is product placement an effective marketing tool?

Question 56

How does behavioral segmentation identify target markets?

A) Behavioral variables
B) Demographics
C) Marketing research
D) Geographics
E) Psychographics

Question 57

Which is usually the first step in the marketing strategy that allow marketers to focus efforts on a particular group of people or organizations?

A) Distribution
B) Product differentiation
C) Target market selection
D) Pricing
E) Integration

Question 58

Target marketing requires dividing a market into categories of customer types or segments.

Question 59

What type of segmentation is more effective because of the greater number of variables and has consequently become the most common segmentation tool?

A) Demographic segmentation
B) Psychographic segmentation
C) Behavioral segmentation
D) Marketing segmentation
E) Geo-demographic segmentation

Question 60

For marketers, what type of variables are lifestyles, opinions, interests, and attitudes?

A) Geographic variables
B) Demographic variables
C) Psychographic variables
D) Product use variables
E) Labor market variables

Question 61

When gathering opinions about consumer decisions, what type of research tool would be most beneficial if the issue is not overly complex?

A) Observation
B) Primary research
C) Surveys
D) Focus groups
E) Experimentation

Question 62

Accessing a Web site in search of magazine articles about a product before its purchase is an example of what part of the consumer buying process?

A) Post-purchase evaluation
B) Problem solving
C) Information seeking
D) Purchasing the product
E) Recognizing a need

Question 63

Which tool used for gaining decision-making information identifies what customers want and how to fulfill those wants?

A) Market segmentation
B) Market research
C) Promotion
D) Public relations
E) Integrated marketing strategy

Question 64

What are target markets? Explain the role that target markets play in market segmentation.

Question 65

Explain the difference between demographic variables and psychographic variables.

Question 66

What is the study of the decision process by which customers come to purchase and consume products?

A) Marketing
B) Segmentation
C) Resource management
D) Consumer behavior
E) Acculturation

Question 67

What type of behavior do consumers exhibit by regularly purchasing products because they are satisfied with the performance of the product?

A) Psychological influences
B) Need recognition
C) Brand loyalty
D) Emotional motives
E) Consumer activism

Question 68

What is the term that describes what happens after the sale to ensure consumers buy the product again?

A) Postpurchase evaluation
B) Prepurchase evaluation
C) Rational motives
D) Emotional motives
E) Evoked set

Question 69

What is the goal of market research?

A) To identify stakeholders and how to best meet their needs
B) To gain goodwill with consumers by utilizing public relations
C) To increase competitiveness by clarifying relationships that affect the marketing decisions
D) To conduct studies on customer responses to the marketing mix
E) To determine which research method will deliver the most effective results

Question 70

What is the process where marketers can compare the response of similar people under different circumstances?

A) Observation
B) Surveying
C) Focus group studies
D) Experimentation
E) Questionnaires

Question 71

What is the advantage of utilizing focus groups for research?

A) They easily generate comparison data with competitors' products.
B) They offer fact based information on products.
C) They are more structured and are easier to analyze.
D) They allow for more in-depth discussion on complex issues.
E) They are less costly and time consuming.

Question 72

Which type of market research allows for an electronic history of consumers?

A) Observation
B) Primary research
C) Surveys
D) Focus groups
E) Experimentation

Question 73

Primary data is data already available from previous research.

Question 74

Explain how marketers identify different market segments.

Question 75

When conducting market research, what type of data is used when existing data is unavailable or inadequate?

A) Secondary
B) Demographical
C) Global
D) Psychographic
E) Primary

Question 76

Which consumer influence includes perceptions, ability to learn, and attitudes?

A) Psychological
B) Personal
C) Social
D) Loyalty
E) Cultural

Question 77

Marketing research is the study of behavioral variables.

Question 78

What is the name for the influences that include the "way of living" that distinguishes one large group from another?

A) Psychological
B) Personal
C) Social
D) Domestic
E) Cultural

Question 79

When is conducting market research generally most effective?

A) When entering international markets
B) When sales begin to drop
C) When competitors release newer, competitive products.
D) When developing new products or altering existing products
E) When a new product is ready to be released

Question 80

Which of the following is the LEAST important influence on consumer behavior?

A) Psychological factors
B) Personal factors
C) Social factors
D) Technological factors
E) Cultural factors