Question 1

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

Accepted Answer

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

Question 2

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

Accepted Answer

B)By definition, positioning is the process of developing a unique marketing mix that best satisfies a target market.

Question 3

What would be the BEST target market for waterproof fragrances?
A) male lifeguards
B) college fraternity members
C) Olympic ice skaters
D) school-aged children who live in warm climates
E) female swimmers and divers

Accepted Answer

E)This product would best meet the needs of female (with the perfume)swimmers and divers (with the bathing suits).

Question 4

Burberry is repositioning itself as a global luxury brand,such as Gucci and Louis Vuitton,a strategy that calls for luring fashion-conscious customers.This is an example of what type of market segmentation?
A) geographic
B) demographic
C) psychographic
D) product-use
E) strategic

Accepted Answer

C)Specific lifestyles, attitudes, and interests create certain customer tastes, such as luxury brands, among consumer segments; these are psychographic variables.

Question 5

Little Earth Productions is a company that makes fashion accessories such as handbags.After examining shopping habits,what should they focus on for better visibility of the product for customers?
A) better shipping techniques
B) better in-store displays
C) zero response time
D) lower pricing
E) distribution

Accepted Answer

B)Better display techniques showing the products to their best advantage can increase product visibility and sales.

Question 6

Some products can be sold abroad with virtually no changes.Which of the following is an example of such a product?
A) Coca-Cola
B) electric razors
C) Gerber baby food
D) Apple computers
E) fruit juices

Accepted Answer

A)On the other hand, a variety of products must be created with inbuilt flexibility in order to be able to be marketed internationally.

Question 7

Which of the following is the BEST example of a B2B market transaction?
A) A college student buys dorm furniture from an on-campus store.
B) A group of teenage girls buy new clothes for the upcoming school year.
C) A high-school coach borrows sports equipment from a neighboring school.
D) A dentist provides free toothbrushes to patients.
E) A chain of ice cream parlors regularly purchases napkins from the same supplier.

Accepted Answer

E)Often buyers in B2B markets purchase directly from sellers, as opposed to consumer markets, where products typically go through many wholesalers before the product is delivered to the end user.

Question 8

What do B2B buyer-seller situations often involve?
A) frequent and enduring buyer-seller relationships
B) incidental buyer-seller interactions
C) buyers and sellers with limited training
D) short-term buyer-seller relationships
E) commercial buyer-seller networks

Accepted Answer

A)In contrast, consumer-seller relationships are often impersonal, short-lived, one-time interactions.

Question 9

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

Accepted Answer

C)The search is not always extensive, but before making major purchases, most people seek information from personal sources, public sources, and experience.

Question 10

Reading the relevant issues of Consumer Reports prior to purchasing a product is an example of what part of the consumer buying process?
A) problem recognition
B) information seeking
C) selecting substitutes
D) need recognition
E) consideration setting

Accepted Answer

B)The search is not always extensive, but before making major purchases, most people seek information from personal sources, public sources, and experience.

Question 11

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

Accepted Answer

D)The influences that are most active in explaining consumers' choices and predicting future buying behaviors are psychological factors, personal influences, social influences, and cultural influences.

Question 12

In consumer behavior,what is the name for the influences that include the "way of living" that distinguishes one large group from another and one ethnic group from another?
A) psychological
B) personal
C) social
D) domestic
E) cultural

Accepted Answer

E)Cultural influences also include subculture and social class.

Question 13

Garrett is in the business of selling baseball bats.He decides to employ focus groups to determine which bats will likely be bestsellers.Which of the following groups will he be LEAST likely to invite as participants?
A) players from the state's professional baseball team
B) local college and high school coaches
C) administrators of the local Little League baseball program
D) spectators at a baseball tournament
E) junior high players from the surrounding counties

Accepted Answer

D)Spectators have an interest in baseball, but are not necessarily baseball bat users. They would not provide the best feedback to inform a good decision.

Question 14

Quinn Clothes is a successful business selling fashionable and athletic swimwear.The marketing staff has said that the company's plan to develop and market waterproof perfumes might be hindered by a lack of experience in the perfume field.Which of the following is the BEST response to that weakness?
A) Hire a chemist to develop the fragrances.
B) Seek product ideas from existing staff.
C) Employ new graphic designers to develop a new logo.
D) Ensure that the perfume can be sold in the same retail stores as the swimwear.
E) Rethink the company's promotional approach to selling products.

Accepted Answer

A)Bringing in a specialist will best help develop a good product.

Question 15

Tamika starts a business making teddy bears and elects to use focus groups to determine whether customized bears would be well received in a hospital setting.The focus groups prove to be unhelpful in answering this question.Which of the following could NOT be a valid explanation?
A) Not enough focus groups were used.
B) Focus groups are not a recommended method for obtaining people's opinions.
C) The people in the focus groups could not relate to a hospitalized child's experience.
D) Responses from focus group members were not recorded accurately.
E) The questions asked were not designed to reveal the information being sought.

Accepted Answer

B)This statement is untrue. Focus groups are a primary data source used to solicit feedback in reference to a product or service.

Question 16

What do consumers exhibit when they regularly purchase products because they are satisfied with the products' performance?
A) aspirations
B) cultural influence
C) social influence
D) brand loyalty
E) expectations

Accepted Answer

D)Further, such consumers are less subject to influence and tend to stick with preferred brands.

Question 17

Leif designs and sells surfboards.Although his sales are declining,he decides to keep his prices constant.Which of the following statements,if true,would support Leif's decision?
A) Surfboards at other shops in the region are priced lower.
B) Customers rate Leif's surfboards as being of about average quality.
C) Demand for surfboards has been declining for several years.
D) Leif offers a much wider variety of surfboards than his competitors do.
E) Leif has calculated that lowering prices would reduce profits.

Accepted Answer

E)Setting prices is a balancing act. Lower prices will generate more sales but less profit per sale. The marketer looks for a price that will result in the greatest profits. If lowering prices will not improve profits, the current price is likely a better price for the business.

Question 18

Which of the following is the BEST example of an emotional motive in consumer purchasing?
A) A major shoe company purchases the latest designer styles in order to please customers.
B) A leather shop provides goods to local handbag makers.
C) A businesswoman buys a new suit for an important presentation.
D) A housewife donates unworn dresses to a resale shop.
E) A group of neighborhood moms holds a free childcare seminar for new mothers.

Accepted Answer

C)A consumer market transaction involves less sophisticated and more emotional purchase decisions made by an individual. Choices D and E do not involve purchasing.

Question 19

Marketing does not stop with the sale of a product.What is the term that describes what happens after the sale?
A) postpurchase evaluation
B) prepurchase evaluation
C) rational motives
D) emotional motives
E) evoked set

Accepted Answer

A)Marketers want consumers to be happy after buying products so that they are more likely to buy them again.

Question 20

Tamika starts a business making teddy bears and is excited to deliver the first batch to young patients.When Tamika arrives at the hospital,she learns that she has more bears than she needs.Which of the following would likely explain this?
A) Tamika failed to collect primary data.
B) Tamika did not interview all of the children.
C) Tamika was not told that five more children had been admitted.
D) Tamika conducted too much market research.
E) Tamika received incorrect secondary data from the hospital.

Accepted Answer

E)Secondary data are data that have already been collected and processed. The hospital most likely gave Tamika the wrong number of children.

Quiz 11: Marketing Processes and Consumer Behavior

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

What does the process of "positioning" involve?

What would be the BEST target market for waterproof fragrances?

Burberry is repositioning itself as a global luxury brand,such as Gucci and Louis Vuitton,a strategy that calls for luring fashion-conscious customers.This is an example of what type of market segmentation?

Little Earth Productions is a company that makes fashion accessories such as handbags.After examining shopping habits,what should they focus on for better visibility of the product for customers?

Some products can be sold abroad with virtually no changes.Which of the following is an example of such a product?

Which of the following is the BEST example of a B2B market transaction?

What do B2B buyer-seller situations often involve?

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?

Reading the relevant issues of Consumer Reports prior to purchasing a product is an example of what part of the consumer buying process?

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

In consumer behavior,what is the name for the influences that include the "way of living" that distinguishes one large group from another and one ethnic group from another?

Garrett is in the business of selling baseball bats.He decides to employ focus groups to determine which bats will likely be bestsellers.Which of the following groups will he be LEAST likely to invite as participants?

Tamika starts a business making teddy bears and elects to use focus groups to determine whether customized bears would be well received in a hospital setting.The focus groups prove to be unhelpful in answering this question.Which of the following could NOT be a valid explanation?

What do consumers exhibit when they regularly purchase products because they are satisfied with the products' performance?

Leif designs and sells surfboards.Although his sales are declining,he decides to keep his prices constant.Which of the following statements,if true,would support Leif's decision?

Which of the following is the BEST example of an emotional motive in consumer purchasing?

Marketing does not stop with the sale of a product.What is the term that describes what happens after the sale?

Tamika starts a business making teddy bears and is excited to deliver the first batch to young patients.When Tamika arrives at the hospital,she learns that she has more bears than she needs.Which of the following would likely explain this?