Question 1. Which of the following are NOT observable consumer responses to marketing programs?

purchase timing purchase amount brand choice attitude formation product choice 2. ___________ is(are) used when marketers enlist opinion leaders to spread the word about their products. Social networking Affinity marketing Buzz marketing Adoption techniques Promotion 3 Which of the following is considered to be the most important consumer buying organization in society? the family social networks online communities buying clubs affinity groups 4 The theories of motivation that are often utilized in marketing originate from the works of what two popular psychologists? Freud and Tyler Maslow and Smith Freud and Maslow McClelland and Harcker Ransom and Maize 5 Which set of needs is found at the highest level of Maslows hierarchy of needs? social

physiological safety esteem self-actualization 6 Which of the following statements regarding attitudes is FALSE? Attitudes are relatively consistent evaluations, feelings, and tendencies toward an object or idea. Attitudes and beliefs are closely related concepts. Attitudes influence buying behavior. Companies should attempt to change attitudes rather than try to fit a product into existing attitude structures. Attitudes can be difficult to change. 7 Brand switching is most closely associated with which category of buying behavior? habitual buying behavior dissonance-reducing buying behavior variety-seeking buying behavior complex buying behavior attribution-reduction buying behavior

8 Which of the following is NOT one of the stages in the adoption process? evaluation trial awareness Interest post-purchase dissonance

9 Which of the following units would most likely be considered in the study of consumer behavior? Manufacturers Retailers Individuals Distributors none of the above would be studied in consumer behavior research

10 Which of the following is NOT one of the five dimensions of brand personality that have been identified? agreeableness excitement ruggedness sincerity sophistication 11 A ____________ is a descriptive thought that a person has about something. attitude drive motive belief trait

12 Consumers undertake ___________ when they are highly involved in a purchase and perceive significant differences among brands. assimilation-contrasting buying behavior complex buying behavior attribution-deduction buying behavior dissonance-reducing buying behavior habitual buying behavior

13 Why do companies need up-to-date marketing information? to ensure that advertising costs are minimized to ensure that products meet technical specifications in order to deliver customer value and satisfaction to identify potential new products to ensure that their research abilities stay fresh

14 MIS activities begin and end with ____________. distributors

upper management competitors information users publics

15 Market intelligence can be gathered from each of the following sources EXCEPT ____________. intelligence can be gathered from all above named sources Executives Resellers Engineers key customers

16 Which of the following is NOT one of the steps of the marketing research process? interpreting and reporting the findings implementing the research plan specifying the managers desired course of action developing the research plan for collecting information defining the problem and research objectives

17 Information that already exists and has been collected by an outside source is known as ____________ data. casual simulated primary third-party secondary

18 A ____________ is a segment of the population selected for marketing research to represent the population as a whole. target market census cohort

stratum sample

19 Which of the following is NOT a marketing research contact method? telephone mail online personal interview All of the above ARE marketing research contact methods.

20 _____________ is the buying behaviour of final consumers.

Consumer buyer behaviour Global purchasing Reseller buyer behaviour. Business buying behaviour

21 Which of the following would correctly be labelled as a cultural factor that would influence consumer behaviour?

Family. Lifestyle. Social class. Reference groups.

22 "We are what we have" would be associated with which of the following concepts?

A person's self-concept. Beliefs. Personality. Attitudes.

23 _____________ describes changes in an individual's behaviour arising from experience.

Stimulus object. Motivation. Learning. A cue.

24 A business buying situation in which the buyer purchases a product or service for the first time is called a: Modified rebuy. Straight rebuy. Systems selling. New task.

25. ----------- divides the market into little markets based on product function?

ans: gridding

26. profiling the difference between one segment and otherin terms of their needs is known as --------------

ans: segmentation

27 customer retention and profitability in marketing are ensured through-------------?

ans: crm

28 cim is an integral part of crm. what is the full form of cim?

ans: customer interaction management

29 sum total of the discounted lifetime values of all customer of the firm is------------------------------?

ans: customer equity 30 consumption basket is also refered by the term--------------------?

Ans: consumer market

31 what do you mean by cherry pickers?

Ans: they are the one who extremely sensitive to price. go from store to store and pick the best. 32 Why is market research an essential tool for the marketing manager? Monitor changing needs and attitudes, etc. Monitor progress and diagnose the root causes of marketing problems. Define and locate market segments. Understand segments' needs and wants. Develop more appropriate marketing mixes. All of the above.

33 In the broadest sense, global marketing research is responsible for: data collection and analysis. validation of set research hypotheses. market studies, comparative studies and environmental studies. producing strategic solutions for organizations.

34 Internal records are an important source of information. Which of the following are not deemed as internal records? Marketing and sales records. Accounting records. Customer service records. Manufacturing records.
Competitor information. 35 Dunn and Bradstreet is the world's largest research organisation that specialises in information management and marketing intelligence. Which is one of its largest subsidiaries that are focused upon the retail industry? Nielsen. Info Act Workstation. Key Account Scantrack. Homescan. 36 Which of the following is not a sales forecasting method? Time series analysis. Leading indicators. Time lag analysis. Binomial regression. 37 L'Oreal wants to determine whether a new line of deodorants for teenagers will be profitable. Focus groups. Quantitative research. Qualitative research. Primary research. Mixed methodology. 38 The ______ consists of schools, hospitals, nursing homes, prisons, and other organizations that provide goods and services to people in their care. Specialized market Government market Consumer market Institutional market Business market

39 When compared to the consumer market, the demand for goods and services in the business market is _____. Very impersonal More likely to be affected by changes in price Derived Significantly more constant Far more elastic

40 ______ selling is a key marketing strategy in bidding to build large scale industrial projects, such as dams, steel factories, and pipe lines. New task Straight rebuy Systems Turnkey buying

41 The buying center is composed of organizational members who perform any of the following roles in the purchase decision process except _______. Initiators Users Influencers Gatekeepers None of the above

42 In the buying center, _____ are people who decide on product requirements or on suppliers. Initiators Influencers Deciders Approvers Gatekeepers

43 In a multinational corporation, certain participants have the most influence in straight rebuy and modified rebuy situations. They are _____.

Users Production managers Administrative personnel Finance department Purchasing agents 44 ______ is the largest customer in the world. United Technologies Microsoft Nestle The U.S. Government NATO 45 Companies manage e-procurement through ____. Direct extranet links to major suppliers Buying alliances with other industry members Company buying sites All of the above. 46 A ______ establishes a long-term relationship in which the supplier promises to resupply the buyer as needed at agreed-upon prices over a specified period. Blanket contract Specialized contract Purchase plan Purchase order contract Reciprocal relationship 47 Customer acquisition requires substantial ____. Skills in lead generation Lead qualification Conversion of prospects into customers All of the above 48 Customer perceived value is the difference between the prospective customer's evaluation of all the benefits and ____. Variable costs All the costs of an offering and the perceived alternatives. Costs actually incurred

Satisfaction 49 ____ is directly related to perceived performance and expectations. Customer service Customer churn Customer equity Customer satisfaction 50 Whereas core competencies tend to refer to areas of special technical production expertise, ____ tend to describe excellence in broader business processes. Distinctive capabilities Quality performance Organizational skills Corporate culture 51 Which of the following is not identified as a primary activity in the generic value chain? Inbound sales Operations Procurement Service 52 _____ is the present value of the profit stream that the company would have realized if the customer had not defected prematurely. Customer churn Customer lifetime value Customer equity Lifetime ratio 53 _____ is the totality of features and characteristics of a product or service that bears on its ability to satisfy stated or implied needs. Quality Service Quality Customer's perception Value 54 Most customers have the perception that a Mercedes will outperform a Kia because the Mercedes has a higher _____. Performance quality Conformance quality Perceived quality

Customer value 55 A ____ is a customer that yields a revenue stream that exceeds by an acceptable amount, the cost of attracting, selling, and servicing that customer. Profitable customer Attractive customer Educated customer Satisfied customer 56 Customers are _____. Smart shoppers Usually very well informed Cost conscious Value maximizes

True and false

1. The world consumer market consists of more than 10 billion people.

Ans. true 2 For the most part, marketers cannot control cultural, social, personal, or psychological influences of consumer behavior. Ans. True 3 Because cultural shifts are predictable, it is not necessary for marketers to consider them. Ans. False

4. Social networking has decreased in recent years because of the advent and adoption of the Internet. Ans. False 5 Marketers have paid less attention to child market segments in recent years due to the direct influence of parents in childrens buying decisions. Ans. False

6 Abraham Maslow sought to explain why people are driven by particular needs at particular times. Ans. True

7 The tendency for people to screen out most of the information to which they are exposed is known as selective distortion. Ans. False 8. Researchers have found little or no link between subliminal messages and consumer behavior. Ans. True 9 Marketers after-sale communications can help to ease the uncomfortable feelings that accompany postpurchase dissonance. Ans. True 10 The central question for marketers pertains to how consumers respond to marketing efforts. Ans. True 11 A consumers decision process exists in their black box. Ans true 12 Culture is the most basic cause of a persons wants and behavior. Ans true 13 Social class is determined entirely by income. Ans false

14 Opinion leaders are people within a reference group who exert social influence on others. Ans true 15 Personal characteristics that influence consumer behavior include age, life-style, and personality.

Ans true 16 A motive is a need that is sufficiently pressing to direct a person to seek satisfaction of the need. Ans true 17 Dissonance-reducing buying behavior occurs when a consumer is not highly involved with a purchase and there are significant differences between brands Ans false 18 The buyer decision process consists of six steps Ans false 19 A marketing information system begins with the assessment of information needs. Ans true 20 An internal database is a collection of consumer and market information obtained from sources within the company network. Ans true

21 Descriptive research is used to test hypotheses about cause-and-effect relationships.

Ans false 22 Experimental research is best suited for uncovering exploratory information Ans false 23 Focus group interviewing consists of gathering information via discussions with small groups of consumers Ans true

24Customer relationship management involves managing detailing information about individual customers and managing customer touch points. Ans true 25 Formal marketing research techniques cannot be used in small companies. Ans false 26 Small companies can obtain much of the same secondary information that is available to larger companies. Ans true 27 Increasing consumer resentment toward research is currently a major problem for the research industry. Ans false 28 The costs associated with obtaining, processing, storing, and delivering information can be quite high. Ans true 29 Much information can be obtained by simply observing competitors. Ans true

30 Many companies are increasing their efforts to protect their own data from getting into the hands of competitors. Ans true

31 The statement of the problem and research objectives guides the entire research process. Ans true 32 Research objectives must be translated into specific information needs. Ans true

33 Market researchers must ensure that secondary data is current.

Ans true 34 Survey research is the best approach for obtaining causal information Ans false