practice questions

Question 1

In marketing questionnaires, which is an open-ended question?
A.How many times per week do you eat at restaurants?
B.What is your gender?
C.What do you consider most important in choosing a car?
D.Do you prefer Delta or United airlines?

Answer 1

C.What do you consider most important in choosing a car?

Question 2

Which is NOT part of a company’s micro-environment?
A.The company itself
B.The company’s suppliers
C.The national economy as a whole
D.The company’s competitors

Answer 2

C.The national economy as a whole

Question 3

Pacific Fisheries groups its customers by regions in the U.S., such as Midwest, Northeast, and Southwest. For each region, Pacific Fisheries tailors a different set of advertisements and promotions. Based on which of the following segmentation variables does the firm divide its market? 
A.behavioral factors
B.personality characteristics 
C.geographic location
D.benefits sought

Answer 3

C.geographic location

Question 4

Which of the following is NOT an advantage of investing in ongoing training programs for one’s company’s salespeople?
A.It can train salespeople as to customer needs
B.It can train salespeople as to best practices in the industry
C.It can train salespeople as to the competition’s tactics
D.It is inexpensive

Answer 4

D.It is inexpensive

Question 5

\_\_\_\_\_\_\_\_ are sets of interdependent organizations that help make the product or service of a company available for use by consumers or business users. 
A.Research and development channels
B.Upstream channels
C.Marketing channels
D.Raw materials suppliers

Answer 5

C.Marketing channels

Question 6

Minority groups that question a company's marketing decisions most likely belong to \_\_\_\_\_\_\_\_ publics.
A.general 
B.local 
C.citizen-action 
D.media

Answer 6

C.citizen-action

Question 7

The \_\_\_\_\_\_\_\_ concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do. 
A.Marketing
B.Product
C.Production
D.Selling

Answer 7

A.Marketing

Question 8

The town of Genter recently witnessed a devastating hurricane that crippled the town's infrastructure. Q-Mart, a retail chain that plans to open a new retail store in Genter, organizes a program to help the people of Genter. The program consists of providing free meals to those who lost their dwellings in the hurricane. What section of the marketing microenvironment is Q-Mart most likely trying to reach?
A.Suppliers
B.marketing intermediaries
C.local publics
D.competitors

Answer 8

C.local publics

Question 9

Which of the following is an industrial product categorized under supplies and services?
A.Coal
B.Wheat
C.Lumber
D.Elevator

Answer 9

A.Coal

Question 10

When using a harvest strategy for a particular strategic business unit, a company _______.
A.invests just enough in the strategic business unit to keep its market share at the current level
B.invests more in the business unit to build its market share
C.sells off the strategic business unit and invests its resources elsewhere
D.tries to maximize its short-term cash flow regardless of long-term concerns

Answer 10

D.tries to maximize its short-term cash flow regardless of long-term concerns

Question 11

In a promotion mix, \_\_\_\_\_\_\_\_ involves personallyconnecting with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships.
A.direct marketing
B.advertising
C.public relations
D.predictive analytics

Answer 11

A.direct marketing

Question 12

Which of the following sources constitutes the internal database of a company?
A.commercial online databases
B.conversations on social media
C.the company’s sales records

Answer 12

A.commercial online databases

Question 13

\_\_\_\_\_\_\_\_ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert social influence on others.
A.Opinion leaders
B.Late mainstream adopters
C.Strangers
D.Barnacles

Answer 13

A.Opinion leaders

Question 14

Which of the following is NOT a service industry?
A.Automobile sellers
B.Car rentals
C.Home repairs
D.Airlines

Answer 14

A.Automobile sellers

Question 15

Abel now has the buying power to purchase the computer that he wanted to buy six months ago. Abel's want has most likely become a(n) \_\_\_\_\_\_\_\_.
A.Need
B.Value
C.Demand
D.Offering

Answer 15

C.Demand

Question 16

Which can help increase your share of customers?
A.Offer a greater variety of products
B.Offer promotions to encourage customers to buy more products
C.Train your employees to cross-sell products when customers may not be interested in some of your products.
D.all of the above

Answer 16

D.all of the above

Question 17

What is the last step in the marketing research process?
A.developing a research plan
B.determining a research approach
C.interpreting the findings
D.gathering internal data

Answer 17

C.interpreting the findings

Question 18

A brand's \_\_\_\_\_\_\_\_is the set of benefits that it promises to deliver to consumers to satisfy their needs. 
A.dominant effect
B.fringe benefit
C.perquisite
D.value

Answer 18

D.value

Question 19

To help market a new healthy breakfast cereal, a major food distributor evaluates which region of a state is most health-conscious, using government data. This process is known as...
A.market targeting
B.concentrated marketing
C.micro-marketing
D.None of the above

Answer 19

A.market targeting

Question 20

\_\_\_\_\_\_\_\_ are the form human needs take as they are shaped by culture and individual personality. 
A.Wants
B.Necessities
C.Services
D.Benefits

Answer 20

A.Wants