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Marks: 1

Companies that "put the consumerfirst" in their business thinking and planning are

exhibiting a ________.

Choose one answer.

a. production orientation

b. product orientation

c. marketing orientation

d. selling orientation

Question2Marks: 1

In general, a market leader will have about ________ of the total market in relation to other

competitors.

Choose one answer.

a. 50 percent

b. 40 percent

c. 60 percent

d. 30 percent

Question3Marks: 1

Vertical coordination can facilitate stronger customer-seller ties but at the same time may

increase the risk to consumers and suppliers ________ (e.g., those expenditures tailored to a

particular company and value chain partner).

Choose one answer.

a. independent operations

b. leverage ability

c. logistics channel

d. specific investments

Question4Marks: 1

________ assumed that thepsychological forces shaping peoples behavior are largely unconscious, and that a

person cannot fully understand his or her own motivations.

Choose one answer.

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a. Abraham Maslow

b. Frederick Herzberg

c. Ernest Dichter

d. Sigmund Freud

Question5Marks: 1

In cases of ________, the consumer needs a great deal of information to establish a set of

criteria on which to judge specific brands and a correspondingly large amount of information

concerning each of the brands to be considered.

Choose one answer.

a. limited problem solving

b. routinized response behavior

c. extensive problem solving

d. economic problem solving

Marks: 1

In the purchasing decision process, the ________ are those who have the power to prevent

sellers or information from reaching members of the buying center.

Choose one answer.

a. approvers

b. gatekeepers

c. deciders

d. initiators

Question7Marks: 1

A segment is unattractive when there are actual or potential ________ for the product.

Choose one answer.

a. substitutes

b. unclear demand

c. competitors

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d. profit fluctuation

Question8Marks: 1

Carol is in charge of purchasing at Mercy Hospital. When she puts in an order for towels for

the hospital, she is acting as a/n ________.

Choose one answer.

a. Individual buyer

b. for profit buyer

c. team buyer

d. business buyer

Question9Marks: 1

The demand for business goods is ultimately derived from the demand for ________.

Choose one answer.

a. electronics

b. consumer goods

c. business solutions

d. e-commerce

Question10Marks: 1

Using the marketing approach to competition, ________ are companies that satisfy the same

customer need.

Choose one answer.

a. entrepreneurs

b. competitors

c. partners

d. followers

11Marks: 1

Webster cautions that ultimately, ________ make purchasing decisions.

Choose one answer.

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a. third parties

b. individuals, not organizations

c. organizations, not individuals

d. only senior managers

Question12Marks: 1

Which of the following best describes the premise of Theodore Levitts InnovativeImitation article?

Choose one answer.

a. Product imitation might be as profitable as a strategy of product i

b. Imitation is wrong and should be punished.

c. Innovation is not possible without substantial imitation.

d. Innovation cannot begin unless dissatisfaction with imitation occ

Question13Marks: 1

The ________ portrays a world of perfect competition in which the consumer is characterized

as making rational decisions.

Choose one answer.

a. passive consumer model

b. emotional consumer model

c. economic consumer model

d. cognitive consumer model

Question14Marks: 1

Charles Revson of Revlon observed: In the factory, we make cosmetics; in the

store,________.

Choose one answer.

a. we sell quality

b. we make profits

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c. we sell hope

d. we challenge competitors

Question15Marks: 1

The________is the central instrument for directing and coordinating the marketing effort.

Choose one answer.

a. corporate mission

b. strategic plan

c. marketing plan

d. tactical plan

16Marks: 1

Organised retailing is perhaps one of the best illustrations of the threat of ________ found inPorters model.

Choose one answer.

a. suppliers growing bargaining power

b. buyers growing bargaining power

c. new entrants

d. intense segment rivalry

Question17Marks: 1

The business buyer faces many decisions in making a purchase. The number of decisions

depends on the buying situation. All of the following examples are appropriate to the

preceding EXCEPT ________.

Choose one answer.

a. newness of the buying requirement

b. applicability of situation to mission statement

c. time required

d. complexity of the problem being solved

Question18Marks: 1

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During market segmentation analysis, the marketer identifies which segments present the

greatest opportunity. These segments are called ________.

Choose one answer.

a. primary markets

b. target markets

c. focused markets

d. demographic markets

Question19Marks: 1

________ is defined as being relatively homogeneous and enduring divisions in a society,

which are hierarchically ordered and whose members share similar values, interests, andbehavior.

Choose one answer.

a. Culture

b. A group

c. Social class

d. Subculture

Question20Marks: 1

Being a market leader is often a difficult position to maintain and defend. The market leader

must protect its current market share through good defensive and offensive actions.

Second, the firm can try to increase its market share, even if the market size remains

constant. What is the third course of action recommended for market leaders?

Choose one answer.

a. The firm must pursue markets others do not want.

b. The firm must find be a cost leader.

c. The firm must find ways to expand total market demand.

d. The firm must strive to win promotional awards.

Marks: 1

The fundamental determinant of a persons wants and behavior is the persons ________.

Choose one answer.

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a. family tree

b. peer group

c. culture

d. national origin

Question22Marks: 1

In a ________ company, the obsession of the company is with the customer, not thecompetition.

Choose one answer.

a. niche-centered

b. customer-centered

c. promotion-centered

d. cost-centered

Question23Marks: 1

In the purchasing decision process, the ________ are those who request that something be

purchased. They may be users or others in the organization

Choose one answer.

a. deciders

b. influencers

c. users

d. initiators

Question24

Marks: 1

The practice of transmitting individualized messages using e-mail, mobile devices, and even

door-to-door presentations to deliver personalized messages to individuals is known as

________.

Choose one answer.

a. narrowcasting

b. mass marketing

c. functional marketing

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d. broadcasting

Question25Marks: 1

Of the four Ps of the marketing mix, place includes ________.

Choose one answer.

a. warranties

b. public relations

c. discounts

d. distribution centers

26

Marks: 1

Packaging and warranties are elements of which of the four Ps?

Choose one answer.

a. promotion

b. place

c. product

d. price

Question27Marks: 1

________ is a micro process that focuses on the stages through which an individual consumer

passes when deciding to accept or reject a new product.

Choose one answer.

a. Adoption

b. Diffusion

c. Innovation

d. Introduction

Question28Marks: 1

A key driver of sales frequency is the ________ rate.

Choose one answer.

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a. product consumption

b. product disposal

c. product refusal

d. product utility

Question29Marks: 1

Industry boundaries are blurring at an incredible rate as companies are recognizing that newopportunities lie at the intersection of two or more industriesthis is called ________.

Choose one answer.

a. customization

b. globalization

c. industry convergence

d. heightened competition

Question30Marks: 1

All of the following are considered to be viable market follower strategies EXCEPT

________.

Choose one answer.

a. innovator

b. cloner

c. counterfeiter

d. imitator

1Marks: 1

In a hypercompetitive economy such as ours, a company can win only by fine-tuning the

value delivery process and choosing, providing, and ________ superior value.

Choose one answer.

a. selecting target markets with

b. composing

c. developing

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d. communicating

Question32Marks: 1

________ refers to the development of a distinct image for the product in the mind of the

consumer.

Choose one answer.

a. Segmenting

b. Promotion

c. Positioning

d. Targeting

Question33Marks: 1

The ________ promises to lead to more accurate levels of production, more targeted

communications, and more relevant pricing.

Choose one answer.

a. Information Age

b. Age of Globalization

c. Age of Deregulation

d. Production Age

Question34Marks: 1

________ is composed of all those individuals and groups who participate in the purchasing

decision-making process, who share some common goals and the risksarising from their

decisions.

Choose one answer.

a. The marketing sales team

b. Engineering support

c. The buying center

d. The logistics center

Question35Marks: 1

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The bundle of costs customers expect to incur in evaluating, obtaining, using, and disposing

of the given market offering, including monetary, time, energy, and psychic costs is

called the ________.

Choose one answer.

a. shoppers fatigue

b. total customer cost

c. analysis paralysis

d. comparison buying ratio

6Marks: 1

Marketing is both an art and a sciencethere is constant tension between the formulatedside of marketing and the ________ side.

Choose one answer.

a. management

b. creative

c. selling

d. behavior

Question37Marks: 1

Most companies aim their competitive shots at ________ competitors, because this requires

fewer resources per share point gained.

Choose one answer.

a. strong

b. weak

c. distant

d. good

Question38Marks: 1

At the heart of any marketing program is the ________the firms tangible offering to themarket.

Choose one answer.

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a. service offer

b. product

c. packaging

d. sales support team

Question39Marks: 1

In cases of ________, consumers have already established the basic criteria for evaluating theproduct category and the various brands in the category, but have not fully established

preferences concerning a select group of brands.

Choose one answer.

a. limited problem solving

b. routinized response behavior

c. extensive problem solving

d. economic problem solving

Question40Marks: 1

All of the following are considered to be major entry barriers in markets EXCEPT

________.

Choose one answer.

a. economies of scale

b. patents and licensing requirements

c. high capital requirements

d. product or service line