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Marketing > Midterm marketing review 2 > Flashcards

Midterm marketing review 2 Flashcards

1
Q
  1. What do we call the individuals and households who buy or acquire goods and services for personal
    consumption?
    a. Intermediaries
    b. Consumers
    c. Buyers
    d. Baby-boomers
A

b. Consumers

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2
Q
  1. Social class is a major component of which influence on consumer purchases?

a. Cultural
b. Personal
c. Psychological
d. Social

A

a. Cultural

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3
Q
  1. To what does the term ‘subculture’ refer?
    a. Poorer, less-educated cultures
    b. A group of people with shared value systems based on common life experiences and situations
    c. Classes of people in the lower half of the social class system
    d. Cultures that live just off a main continent; in other words, a subcontinent
A

b. A group of people with shared value systems based on common life experiences and situations

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4
Q
  1. What is the first step in the buyer decision process?

a. Information search
b. Need recognition
c. Evaluation of alternatives
d. Post-purchase behavior

A

b. Need recognition

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5
Q
  1. The degree to which a new innovation is easy to understand and use is a function of its _________________

a. Divisibility
b. Relative advantage
c. Complexity
d. Compatibility

A

c. Complexity

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6
Q
  1. What are the four characteristics that influence consumer buying behavior?
    a. Social, cultural, economic, technological
    b. Psychological, demographic, cultural and social
    c. Economic, technological, political and cultural
    d. Psychological, personal, cultural and social
A

d. Psychological, personal, cultural and social

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7
Q
  1. ____________ is the process by which people select, organize and interpret information to form a meaningful
    picture of the world.
    a. Perception
    b. Beliefs and attitudes
    c. Selective retention
    d. Learning
A

a. Perception

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8
Q
  1. What is the most effective source of information that influences consumers in their buying decisions?

a. Non-commercial sources
b. Advertising and public relations
c. Personal sources
d. Commercial sources

A

c. Personal sources

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9
Q
  1. What is the process of dividing a market into distinct groups of buyers, each of which
    might require separate products or marketing mixes?
    a. Market targeting
    b. Market positioning
    c. Mass marketing
    d. Market segmentation
A

d. Market segmentation

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10
Q
  1. Which of the following characteristics is not used in psychographic segmentation?

a. Age
b. Lifestyle
c. Socio-economic status
d. Personality

A

a. Age

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11
Q
  1. Which of the following is not a way that products can be positioned?
    a. Usage occasions
    b. Different geographic locations
    c. Against a competitor
    d. Specific product attributes
A

b. Different geographic locations

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12
Q
  1. Which of the following bases of segmentation is used most by marketers?

a. Psychographic
b. Demographic
c. Geographic
d. None of the above

A

d. None of the above

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13
Q
  1. Which of the following is not an example of how companies can differentiate themselves
    from their competitors?
    a. Price
    b. Services
    c. Personnel
    d. Image
    e. Product
A

a. Price

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14
Q
  1. Which of the following is an element of demographic segmentation?

a. Income
b. Religion
c. Nationality
d. Family size
e. All of the above

A

e. All of the above

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15
Q
  1. If a company regionalizes its product offering and promotional efforts, which type of
    segmentation is its following?
    a. Behavioral
    b. Demographic
    c. Psychographic
    d. Geographic
A

d. Geographic

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16
Q
  1. The place the product occupies in consumers’ minds relative to competing products is
    __________________.
    a. Merchandising
    b. Perceptual mapping
    c. Competitive strategy
    d. Positioning
A

d. Positioning

17
Q
  1. The marketing information system (MIS) begins and ends with ______________.

a. Marketing managers
b. Consumers
c. Information technologies
d. Marketing intelligence

A

a. Marketing managers

18
Q
  1. What are secondary data?

a. Information that has been collected for specific purpose at hand
b. Information based on second-rate research
c. Information based solely on rumors
d. Information that has already been collected and recorded for another purpose
and is thus readily accessible

A

d. Information that has already been collected and recorded for another purpose
and is thus readily accessible

19
Q
  1. International marketers may have difficulty finding useful secondary data in other
    countries mainly because _________________________.
    a. Secondary data are difficult to translate
    b. Consumers tend to lie on surveys and in interviews, either deliberately or
    inadvertently
    c. Foreign consumers may be hostile to marketers
    d. Some countries lack reliable research services – if they provide such services
    at all
A

d. Some countries lack reliable research services – if they provide such services
at all

20
Q
  1. What is the first stage of the marketing research process?

a. Collect and analyze the data
b. Implement the research plan
c. Define the research problem
d. Develop the research plan
e. Report the findings

A

c. Define the research problem

21
Q
  1. Primary data is _________________.
    a. Always collected before secondary data
    b. Data collected for other purposes
    c. Information that already exists
    d. Usually collected through annual reports
    e. Collected for the specific purpose at hand
A

e. Collected for the specific purpose at hand

22
Q
  1. What are the two major advantages of collected data through telephone interviews?

a. Control of Interviewer effects and quantity of data collected
b. Flexibility and quantity of data collected
c. Sample control and speed of data collection
d. Cost and response rate
e. Cost and speed of data collection

A

c. Sample control and speed of data collection

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