CAPITULO 1

1.

The most formal definition of marketing is ________. a. meeting needs profitably b. identifying and meeting human and social needs c. the 4Ps (Product, Price, Place, Promotion) d. the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large improving the quality of life for consumers Marketing management is ________. a. managing the marketing process b. monitoring the profitability of the companies products and services c. selecting target markets d. developing marketing strategies to move the company forward e. the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value A transaction involves : 5 condiciones / la 5 q falta es: cada parte debe considerar adecuado o deseable negociar con la otra a. at least two parties b. each party has something that might be of value to the other party c. each party is capable of communication and delivery d. each party is free to accept or reject the exchange offer e. all of the above In ________consumers may share a strong need that cannot be satisfied by an existing product. a. negative demand b. latent demand c. declining demand d. irregular demand e. non-existent demand In a. b. c. d. e. ________more customers would like to buy the product than can be satisfied. latent demand irregular demand overfull demand excessive negative demand

2.

3.

4.

5.

6.

Companies selling mass consumer goods and services such as soft drinks, cosmetics, air travel, and athletic shoes and equipment spend a great deal of time trying to establish a superior brand image in markets called ________. a. business markets b. global markets c. consumer markets d. nonprofit and governmental markets e. service markets In business markets, advertising can play a role, but a stronger role may be played by the sales force, ________, and the companys reputation for reliability and quality. a. brand image

7.

b. c. d. e.

distribution promotion price performance

8.

The ________ is practiced most aggressively with unsought goods, goods that buyers normally do not think of buying, such as insurance, encyclopedias, and funeral plots. a. marketing concept b. selling concept c. production concept d. product concept e. holistic marketing concept The ________ concept holds that consumers will favor those products that offer the most quality, performance, or innovative features. a. product b. marketing c. production d. selling e. holistic marketing

9.

10. The ________ concept holds that consumers and businesses, if left alone, will ordinarily not
buy enough of the organizations products. a. production b. selling c. marketing d. product e. holistic marketing

11. One traditional depiction of marketing activities is in terms of the marketing mix or four Ps.
The four Ps are characterized as being ________. a. product, positioning, place, and price b. product, production, price, and place c. promotion, place, positioning, and price d. place, promotion, production, and positioning e. product, price, promotion, and place

12. During market segmentation analysis, the marketer identifies which segments present the
greatest opportunity. These segments are called ________. a. target markets b. primary markets c. tertiary markets d. demographic markets e. focused markets

13. ________ reflects the perceived tangible and intangible benefits and costs to customers.
a. b. c. d. e. Loyalty Satisfaction Value Expectations Comparison shopping

14. Some companies are now switching from being solely product-centered (with product
managers and product divisions to manage them) to being more ________ centered.

a. b. c. d. e.

competency strategy marketing customer sales

15. ________ activities are the means by which firms attempt to inform, persuade, and remind
consumersdirectly or indirectlyabout the brands they sell. a. Consumer behavior b. Market segmentation c. Marketing research d. Marketing communication e. New product development

16. Walt Disneys Magic Kingdom represents ________ marketing: customers visit a fairy kingdom, a pirate ship, or a haunted house. a. experiential b. services c. event d. celebrity e. goods

17. Janet is very upset that she cant get tickets to the new Rolling Stones concert. Why do
they keep advertising the show if you cant get tickets? wonders Janet. following demand states applies to Janets situation? a. nonexistent demand b. latent demand c. full demand d. unwholesome demand e. overfull demand Which of the

18. When Jack purchases his air conditioning unit in the winter to avoid the high prices found
in the summer, he is exhibiting ________ demand. a. irregular b. declining c. impulse d. latent e. negative

19. If a female consumer hates smoking and is willing to pay an extra tax just to help eliminate
smoking in a. b. c. d. e. her city, she is exhibiting ________ with respect to her views toward smoking. negative demand non-existent demandlatent demand declining demand unwholesome demand

20. If marketers are characterized as gardening rather than hunting, the

________ is most likely to be the concept the marketers are following. a. production concept b. product concept c. selling concept d. marketing concept e. social responsibility concept

CAPITULO 2

1.

The task of any business is to deliver ________ at a profit. a. customer needs b. products c. customer value d. products and services e. improved quality

21. 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. a. communicating b. selecting target markets with c. composing d. developing e. researching 22. The traditional view of marketing is that the firm makes something and then ________ it. a. markets b. sells c. distributes d. prices e. services 23. The first phase of the value creation and delivery sequence is ________ that represents the homework marketing must do before any product exists. a. choosing the value b. market research c. target marketing d. service consideration e. projective thinking 24. The ________ is a tool for identifying ways to create more customer value. a. value chain b. customer survey c. brand loyalty index d. promotion channel e. supplier database

25. The firms success depends both on how well each department performs its work, and on
how well the various departmental activities are coordinated to conduct ________. a. core strategies b. satellite businesses c. core values d. core business processes e. core technologies 26. With respect to core business processes, the ________ includes all the activities involved in gathering market intelligence, disseminating it within the organization, and acting on the information. a. market-sensing process

b. c. d. e.

market research process target marketing process market pulse process deployment process

27. A good way to describe the ________ would be to discuss all the activities involved in building deeper understanding, relationships, and offerings to individual customers. a. customer acquisition process b. customer relationship management process c. customer prospecting process d. customer fulfillment management process e. customer equity process 28. We can say that a ________ has three characteristics: (1) It is a source of competitive advantage in that it makes a significant contribution to perceived customer benefits; (2) it has applications in a wide variety of markets; and (3) it is difficult for competitors to imitate. a. core competency b. business strategy c. core technology d. strategic business unit e. winning strategy 29. Core competencies tend to refer to areas of special technical and production expertise, whereas ________ tend to describe excellence in broader business processes. a. process benchmarks b. distinctive capabilities c. core business values d. value statements e. mission statements 30. Market-driven organizations tend to excel in three distinctive capabilities: ________, customer linking, and channel bonding. a. target marketing b. market research c. fulfilling customer needs d. market sensing e. customer-service relationships

31. ________ allows the company to discover who its customers are, how they behave, and
what they need or want. It also enables the company to respond appropriately, coherently, and quickly to different customer opportunities. a. Network management b. Strategic management c. Marketing management d. Customer relationship management e. Total quality management

32. Successful marketing requires having capabilities such as understanding, creating, delivering, capturing, and sustaining ________. a. customer loyalty b. customer perks c. customer retention d. customer value e. customer benefits

33. Which of the three key areas of strategic planning deals specifically with devising a longterm game plan for achieving long-run objectives? a. creating a viable business opportunity b. producing a strategic fit c. developing an investment portfolio d. expanding core competencies e. establishing a strategy

34. The ________ is the central instrument for directing and coordinating the marketing effort.
a. b. c. d. e. strategic plan marketing plan tactical plan customer-value statement corporate mission

35. If you wanted to find out more about target markets and the organizations value proposition, which of the following types of plans would most likely contain information that might be useful to you in your quest? a. the marketing plan b. the organizational plan c. the strategic marketing plan d. the tactical marketing plan e. the marketing-mix plan 36. Which of the following is one of the four planning activities undertaken by all corporate headquarters? a. defining the corporate mission b. establishing strategic business units c. assigning resources to each SBU d. assessing growth opportunities e. all of the above 37. Which of the following is one of the five major characteristics of good mission statements? a. They focus on a large number of goals. b. They expand the range of individual employee discretion. c. They define the major competitive spheres within which the company will operate. d. They take a short-term view. e. They are long and comprehensive to ensure that all critical concepts are included. 38. Market-penetration, product-development, and market-development strategies would all be examples of ________ strategies. a. concentric b. conglomerate c. horizontal d. intensive growth e. integrative growth 39. A company that seeks to increase its sales and profits through backward, forward, or horizontal integration within the industry is said to be employing a(n) ________ strategy. a. diversification growth b. intensive growth c. target growth d. integrative growth

e.

conglomerate growth

40. A(n) ________ is when a company might seek new businesses that have no relationship to its current technology, products, or markets. a. concentric strategy b. conglomerate strategy c. horizontal strategy d. intensive growth strategy e. integrative strategy 41. The first step in the business unit strategic-planning process deals with which of the following? a. goal formulation b. business mission c. strategy formulation d. program formulation e. SWOT analysis 42. A ________ is a written document that summarizes what the marketer has learned about the marketplace and indicates how the firm plans to reach its marketing objectives. a. strategic plan b. marketing plan c. sales plan d. target market plan e. competitive analysis plan

CAPITULO 3

1.

____A____ consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. a. A marketing information system Pag 67. b. A marketing research system c. A marketing intelligence system d. A promotional campaign e. A marketing database

2.

The internal records system supplies results data, but the marketing intelligence system supplies __D______ data. a. concurrent b. secondary c. research d. happenings Pag 69 e. premium

3.

A _____D___ is a set of procedures and sources managers use to obtain everyday information about developments in the marketing environment. a. marketing research system b. marketing information system c. product management system d. marketing intelligence system Pag 69

e.

vertical system

4.

A __A______ is unpredictable, short-lived, and without social, economic, and political significance. a. Fad Pag 72 Fad = Moda b. fashion c. trend d. megatrend e. style

5.

A ______C__ is a direction or sequence of events that has some momentum and durability; the shape of the future is revealed and many opportunities are provided. a. fad b. fashion c. trend Pag 72 d. megatrend e. style

6.
a. b. c. d.

e.

The main demographic force that marketers monitor is ___e_____. suppliers competitors communication (such as advertising) government reports dealing with birth rates population Los factores de la poblacion son el crecimiento, la edad, factores etnicos educacion, factores geograficos, y household pattern Pag 75.

7.

____A____ are groups of individuals who are born during the same time period and travel through life together. a. Cohorts.76 hace parte de population age mix b. Populations c. Demographics d. Societies e. Markets

8.

______E__ shapes the beliefs, values, and norms that largely define tastes and preferences. a. Marketing b. The mass media c. Government d. Production innovation and engineering e. Society pag 80

9.

Each society contains _____D___, groups with shared values emerging from their special life experiences or circumstances. a. demographic segments b. cliques c. consumer bundles d. subcultures pag 81 e. behavioral niches CAPITULO 4

1.

________ provide diagnostic information about how and why we observe certain effects in the marketplace, and what that means to marketers.

a. b. c. d. e.

Marketing insights Marketing metrics Marketing diagnostics Marketing intelligence Marketing-mix models

2.

________ is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company. a. Marketing intelligence b. MIS (marketing information system) c. Marketing research d. Demographics e. Marketing management

3.

The first step in the marketing research process is to ________. a. develop a research plan b. define the problem and research objectives c. analyze the internal environment d. read marketing research journals e. contact a professional consultant

4.

Designing a research plan calls for decisions on all of the following EXCEPT ________. a. drafting research objectives b. data sources c. research approaches d. research instruments e. sampling plans

5.

________ are data that were collected for another purpose and already exist. a. Primary data b. Secondary data c. Tertiary data d. Inordinate data e. Ordinate data

6.

Primary data can be collected in several ways. Which of the following primary data collection methods would be exemplified by constructing see-through mirrors in a retail store whereby consumers actions could be recorded? a. Focus groups b. Surveys c. Observation d. Behavioral data e. Experiments

7.

A ________ is a gathering of 6 to 10 people who are carefully selected based on certain demographic, psychographic, or other considerations and brought together to discuss at length various topics of interest. a. market maven b. virtual research market c. consumer dyad d. focus group e. Nielsen sample family

8.

Companies undertake surveys to learn about peoples knowledge, ________, preferences, and satisfaction and to measure these magnitudes in the general population. a. beliefs b. psyche c. inner id d. deepest secrets e. intelligence and literacy

9.

The most common instrument used to collect primary data is the ________. a. human eye (through observation) b. Internet c. bar-code reader (behavioral data research) d. video camera (e.g., focus-group research) e. questionnaire

10. Some

marketers prefer more ________ methods for gauging consumer opinion because consumer actions do not always match their answers to survey questions. a. quantitative b. qualitative c. psychographic d. covert e. subliminal

11. Which of the following types of tests shows a picture and asks respondents to make up
a. b. c. d. e. a story about what they think is happening or may happen in the picture? Word association Completely unstructured question Story completion Thematic Apperception Test (TAT) Holistic association

12. If

a marketing researcher asks subjects what kind of person they think of when the brand is mentioned in order to understand how consumers feel about a particular brand, the marketing researcher is using the ________ approach. a. word association b. projective c. visualization d. brand personification e. laddering

13. All

of the following are considered to be among the seven characteristics of good marketing research EXCEPT ________. a. the scientific method b. research creativity c. multiple methods d. ethical marketing e. independence of models and data : todos son validos!!

14. In the famous case where Coca-Cola introduced New Coke after much research, the failure
of New Coke was largely due to a marketing research barrier identified as ________. a. a narrow conception of the research b. uneven caliber of researchers c. poor framing of the problem d. late and occasional erroneous findings e. personality and presentation differences

15. Which of the following is considered to be the last step in the marketing research process?
a. b. c. d. e. Present the findings Analyze the information Control de environment Make the decision Draft the report CAPITULO 5

43. ________ are adept at building customer relationships, not just products; they are skilled in market engineering, not just product engineering. a. Profit-centered companies b. Customer-centered companies c. Production-centered companies d. Sales-centered companies e. Promotion-centered companies 44. In the modern customer-oriented organizational chart, which of the following is considered to be at the top of the organizational pyramid? e. Sales f. The president g. Front-line people h. Customers i. Middle management

45. ________ is the difference between the prospective customers evaluation of all the benefits
and all the costs of an offering and the perceived alternatives. a. Perceived usefulness b. Failure avoidance rate c. Report rating d. Customer-perceived value e. Competitors market share rate

46. Total customer benefit is the perceived monetary value of the bundle of economic,
functional, and ________ benefits customers expect from a given market offering. a. psychological b. intangible c. realized d. fabricated e. advertised 47. The ________ consists of the whole cluster of benefits the company promises to deliver; it is more than the core positioning of the offering. a. customer promise b. mission statement c. corporate pledge d. corporate-perceived value e. value proposition 48. Total customer satisfaction is measured based on the relationship of ________. a. anticipated and real performance

11

b. c. d. e.

perceived performance and expectation advertised outcomes and real outcomes past experience and present experience customer attitude and salespersons attitude

49. Buyers form their expectations from all of the following EXCEPT ________. a. past buying experience b. friends and associates advice c. marketers information d. competitors information e. governmental newsletters 50. One key to customer retention is ________. It would be wise for a company to measure this factor frequently. a. heavy promotion b. deep discounts for intermediaries c. to have an ethics officer d. customer satisfaction e. to have customers on the board of directors 51. ________ is the totality of features and characteristics of a product or service that bear on its ability to satisfy stated or implied needs. a. Performance b. Value c. Quality d. Customer retention e. Customer loyalty 52. A(n) ________ customer is a person, household, or company that over time yields a revenue stream that exceeds by an acceptable amount the companys cost stream of attracting, selling, and servicing that customer. a. profitable b. semiprofitable c. unprofitable d. niche e. target 53. ________ describes the net present value of the stream of future profits expected over the customers lifetime purchases. a. Activity-based costing b. Customer profitability analysis c. Customer value analysis d. Customer-perceived value e. Customer lifetime value 54. The aim of customer relationship management (CRM) is to produce high customer ________. a. value b. loyalty c. profitability d. satisfaction e. equity 55. Winning companies improve the value of their customer base by excelling at each of the following strategies EXCEPT ________. a. retaining all customers regardless of profitability b. reducing the rate of customer defection c. increasing the longevity of the customer relationship d. making low-profit customers more profitable or terminating them e. focusing disproportionate efforts on high-value customers

56. Satisfied customers constitute the companys ________. a. customer relationship capital b. customer churn c. prospects d. high-value customers e. customer touch points

________ can be used to pose as potential buyers and report on strong and weak points that customers perceive regarding a company's products. Company sponsored customers Secret shoppers Competitive market shoppers Periodic shoppers Mystery shoppers

The 20-80 rule states _____.

the top 80 percent of customers generate 20 percent of the company's profits the bottom 80 percent of customers generate 80 percent of the company's profits while the bottom 20 percent of customers generate 20 percent of the profits the top 20 percent of customers generate 80 percent of the company's profits the bottom 20 percent of customers generate 80 percent of the company's profits

20-80 percent of profits are generated by 20-80 percent of the customers

Pagina 130 ________ is the process of carefully managing detailed information about individual customers and all "touch points" to maximize customer loyalty. Data mining Prospecting Customer retention management Customer relationship management

Customer Information management

Pagina 133

13

Customer churn refers to ____. customer defection customer mix customer anxiety customer loyalty

customer value
7.- Frequency programs (FP's) are designed to provide rewards to _____. Correct: customers who buy frequently and in substantial amounts 8.- A _____ is an organized collection of comprehensive information about individual customers or prospects. Correct: customer database 9.- Companies can build interest and enthusiasm by using databases to remember customer preferences. This strategy helps to _____. Correct: deepen customer loyalty 10.- One problem that can deter a firm from effectively using CRM is _____. Correct: all of the above Pagina 137 A company that satisfies most of its customers' needs most of the time is called a quality company. True False

A profitable customer over time yields a revenue stream equal to the company's cost stream. True False 130-131

Activity-based costing is an important part of customer profitability analysis. True False

14.- Customer lifetime value describes the net present value of the stream of future profits expected over the customer's lifetime purchases. Correct: True

For a hotel, "touch points" include reservations, check-in, and checkout. True False

133 The first step in reducing the customer defection rate is to define and measure retention rate. True False

137 The average company loses 30% of its customers every year.

True False 10% 138 One way of creating bonds with customers is to create superior products and services. True False 19.- Through datamining, marketing statisticians can extract useful information about individuals, trends, and segments from a mass of data. Correct:True 20.- A customer mailing list contains business customers' past purchases, past volume, prices and profits. Correct:False 21.List the steps involved in conducting a customer value analysis.

1) Identify the major attributes and benefits customers value. 2) assess the quantitative importance of different attributes and benefits.

15

3) assess the company's and competitor's performance on the different customer values against their rated importance. 4) Examine how customers in a specific segment rate de company's performance against a specific major competitor on an individual attribute or benefit basis. 5) monitor customer values over time. 22.1) 2) 3) 4) 5) to to to to to Name five ways companies can use their databases.

identify prospects. identify which customers should receive a particular offer. deepen customer loyalty. reactivate customers. avoid serious customer mistakes. CAPITULO 6

1. ________ is the study of how individuals, groups, and organizations select, buy, use, and
dispose of goods, services, ideas, or experiences to satisfy their needs and wants. a. Target marketing b. Psychographic segmentation c. Psychology d. Consumer behavior e. Product differentiation

2. The fundamental determinant of a persons wants and behavior is the persons ________.
a. b. c. d. e. psyche national origin culture peer group family tree

3. Which of the following would be the best illustration of a subculture?

a. b. c. d. e. A religion A group of close friends Your university A fraternity or sorority Your occupation

4. A persons ________ consist(s) of all the groups that have a direct (face-to-face) or indirect
influence on his/her attitudes or behavior. a. culture b. subculture c. psychographics d. reference groups e. demographics

5. ________ is a set of distinguishing human psychological traits that lead to relatively

consistent and enduring responses to environmental stimuli. a. Image b. Personality c. Beliefs d. Heredity e. Culture

6. Consumers often choose and use brands that have a brand personality consistent with how
they see themselves, also known as the ________. a. actual self-concept b. ideal self-concept c. others self-concept

d. e.

prohibitive self-concept suggestive self-concept

7. With respect to understanding consumer behavior, there are four key psychological
processes. All of the following would be among those processes EXCEPT ________. a. motivation b. perception c. learning d. self-reliance e. memory

8. At the top of Maslows hierarchy of needs (shown as a pyramid in the text) are ________
needs. a. esteem b. self-actualization c. social d. safety e. physiological

9. ________ is the process by which we select, organize, and interpret information inputs to
create a meaningful picture of the world. a. Consumption b. Perception c. Personality d. Discrimination e. Cognitive dissonance

10. ________ is the tendency to interpret information in a way that will fit our preconceptions.
a. b. c. d. e. Selective retention Cognitive dissonance Selective distortion Subliminal perception Discrimination

11. The five-stage model of the consumer buying process includes all of the following stages
EXCEPT ________. a. problem recognition b. information search c. social interaction d. purchase decision e. postpurchase behavior

12. The buying process starts when the buyer recognizes a(n) _________.
a. b. c. d. e. product advertisement for the product salesperson from a previous visit problem or need internal cue

13. A(n) ________ is a descriptive thought that a person holds about something.
a. b. c. d. e. attitude belief desire feeling emotion

14. A(n) ________ puts people into a frame of mind: liking or disliking an object, moving toward
or away from it. a. attitude

17

b. c. d. e.

belief feeling position stance

15. The level of engagement and active processing undertaken by the consumer in responding
to a marketing stimulus is called ________. a. elaboration likelihood b. consumer disengagement c. consumer involvement d. variety seeking e. consunor attitude

16. ________ teaches marketers that they can build demand for a product by associating it with
strong drives, using motivating cues, and providing positive reinforcement a. Demand theory b. Learning theory c. Economic theory d. Psychological theory e. Demographic theory

17. The ________ says people have a general tendency to attribute success to themselves and
failure to external causes. a. availability heuristic b. trait-role theory c. awareness set d. anchoring heuristic e. hedonic bias

18. Brands that meet consumers initial buying criteria are called the ________.
a. b. c. d. e. total set awareness set consideration set choice set decision set

19. With respect to consumer decision making, the ________ is the set of strong contenders
from which one will be chosen as a supplier of a good or service. a. total set b. awareness set c. consideration set d. choice set e. decision set

20. When marketers profile the customer buying-decision process by thinking about how they
themselves would act, these marketers are employing the ________. a. retrospective method b. introspective method c. consumption system method d. prospective method e. prescriptive method

21. ________ is defined as being relatively homogeneous and enduring divisions in a society,
which are hierarchically ordered and whose members share similar values, interests, and behavior. a. Culture b. Subculture c. Social class d. The family e. A group

22. ________ portrays the whole person interacting with his or her environment.
a. b. c. d. e. Attitude Reference group Lifestyle Culture Subculture

23. ________ are rules of thumb or mental shortcuts in the decision process.
a. b. c. d. e. Attitudes Beliefs Heuristics Discriminations Biases Consumers often choose and use brands that have a brand personality that is matched to the consumers ________ (how one would like to view oneself). a. actual self-concept b. others self-concept c. ideal self-concept d. dual self-concept e. perceptual self-concept In marketing, ________ are more important than reality because they affect consumers actual behavior. a. ideals b. values c. social classes d. perceptions e. heuristics Maria sees her best friend driving around in her new car and decides that she needs a new car also. Which of the following forms of stimulus has activated Marias problem recognition process? a. External stimuli b. Internal stimuli c. Peer stimuli d. Secondary stimuli e. Marketing induced stimuli When a consumer makes the final decision on which brand to buy, he or she selects a brand from the ________ set. a. total b. awareness c. consideration d. choice e. belief When marketers interview a small number of recent purchasers, asking them to recall the events leading to their purchase, the marketers are using the ________ method to learn more about the consumer buying process. a. introspective b. retrospective c. prospective d. prescriptive e. descriptive

24.

25.

26.

27.

28.

19

Each culture consists of smaller _____ that provide more specific identification and socialization for their members. ethnic groups Subcultures Families Religions

peer groups
Formal groups having a direct influence on a person such as religious, professional, and trade union groups are _____. primary groups secondary groups associative groups aspirational groups

disassociative groups

A _____ consists of the activities a person is expected to perform.

roster social class Role norm

calendar

A _____ is a person's pattern of living in the world as expressed in activities, interests, and opinions. Role Status self-concept Lifestyle

value concept

A _____ is a strong internal stimulus impelling action.

Drive

Cue Need Want

subliminal need

_____ consist(s) of all brand-related thoughts, feelings, perceptions, images, experiences, beliefs, etc. that become linked to a brand "node." Brand learning Brand discrimination Brand loyalty Brand cues Brand associations

_____ refers to how information gets out of memory.

Learning Memory encoding Memory retrieval Memory processing

Memory escape

A(n) _____ is a person's enduring favorable or unfavorable evaluation, emotional feeling and actions tending toward some object or idea. Belief Attitude expectanc y Response

Value

A popular value for American consumers is achievement.

True

21

False

Social class is indicated by a single variable, for example income.

True False

There are language differences between the social classes within a society. True False

A person's position in a group can be defined in terms of social class.

True False

Market personality is the specific mix of human traits that may be attributed to a particular brand. True False

Perception is the process by which an individual selects, organizes, and interprets information inputs to create a meaningful picture of the world. True False

Selective distortion is the tendency to interpret information in a way that will fit our preconceptions.

True False

A cue is a minor stimulus that determines when, where, and how a person responds. True False

Learning refers to how and where information gets into memory.

True False

The expectancy-value model posits that consumers evaluate products and services by combining their brand beliefs according to importance. True False

Distinguish between "family of orientation" and "family of procreation." Family orientation consists of parents an siblings. Family of procreation consists of a persons's spouses and children. </p> The "family of orientation" consists of parents and siblings. Even if the buyer no longer interacts very much with his or her parents, their influence on behavior can be significant. The "family of procreation" has a more direct influence on everyday buying behavior. It consists of one's spouse and children.

What is the difference between biogenic needs and psychogenic needs?

23

biogenic arise from physiological states of tension and psychogenic arise form psychological states of tension.</p> Biogenic needs arise from physiological states of tension. Examples of this are hunger, thirst, or discomfort. Psychogenic needs arise from psychological states of tension such as the need for recognition, esteem, or belonging.

CAPITULO 8

1.

In ________ marketing, the seller engages in the mass production, mass distribution, and mass promotion of one product for all buyers. a. group b. mass c. general d. segmented e. differentiated Pagina 1 capitulo 8 primer parrafo (Cuando se habla de mass se hace relacin a todos los clientes)

2.

The argument for ________ marketing is that it creates the largest potential market, which leads to the lowest costs, which in turn can lead to lower prices or higher margins. a. niche b. micro c. macro d. differentiated e. mass Pagina 1 capitulo 8 segundo parrafo (La masificacin va en relacin directa con bajar precios y mejorar mrgenes)

3.

A ________ consists of a group of customers who share a similar set of needs and wants. a. market target b. market group c. market slice d. market segment e. market level Pagina 1 capitulo 8 tercer parrafo

4.

If a marketing manager observes that his or her market shows no natural segments and consumers seem to have roughly the same preferences, the marketing manager will most likely be faced with a ________ preferences pattern. a. homogeneous b. heterogeneous c. diffused d. clustered e. scattered

Pagina 2 capitulo 8 cuando se habla de las mismas preferncias es homogeneo, cuando es variado es difuso.

5.

Marketers usually identify niches by ________. a. dividing a segment into subsegments

b. c. d. e.

conducting VALS tests allowing consumers to gravitate toward product brands examining the demographics section of The Handbook of Marketing producing products that can be used in a variety of ways

Pgina 2 capitulo 8 nicho es la subdivisin de un mercado existente.

6.

A niche is characterized as being all of the following EXCEPT that ________. a. the customers in the niche have a distinct set of needs b. the customers will pay a premium to the firm that satisfies their needs c. the niche is not likely to attract other competitors d. the customers generally have smaller amounts of income e. the nicher gains certain economies through specialization

Pgina 2 capitulo 8 nicho es la subdivisin de un mercado existente.

7.

________ combines operationally driven mass customization with customized marketing in a way that empowers consumers to design the product service offering of their choice. a. Consumptionization b. Viral marketing c. Virtual marketing d. Regionalization e. Customerization

Pagina 4 capitulo 8 mezcla entre lo masivo y lo personalizado

8.

All of the following are disadvantages of customerization EXCEPT that ________. a. it requires more prior information about the customer than most customers are willing to share b. it is difficult to implement for complex products c. it can raise the cost of goods by more than the customer is willing to pay d. some customers dont know what they want until they see the actual product e. the product may be hard to repair and have little sales value

Pagina 5 capitulo 8 segundo parrafo

9.

Regardless of the type of segmentation scheme used, the key is adjusting the marketing program to recognize ________. a. the level of disposable income earned by the target group b. customer differences c. the costbenefit relationship of narrowing the target market d. customer similarities e. saturated markets

Pgina 213 la idea es buscar las diferencias entre los consumidores.

10. If

a marketer decides to segment a market based on neighborhoods, the marketer will have chosen the ________ method of segmentation. a. demographic b. psychographic c. geographic d. cultural e. social class Geographic dado que demographic habla de generos y, estado civil ect.

11. When

segmenting on the basis of family life cycle, all of the following are segment categories EXCEPT ________.

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a. b. c. d. e.

young, single male, female young, married older, married, no children under 18 young, married, youngest child 6 or over

El gnero no est no aplica es solo edad y si se est casado o no .

12. If

a marketing manager segments the market into culture-oriented, sports-oriented, or outdoor-oriented groups, he or she is segmenting on the basis of ________. a. personality b. behavioral occasions c. user status d. psychographic lifestyle e. readiness stage a market is segmented according to light, medium, and heavy product users, the marketer segmenting this market is using the ________ as the means to segment. a. user status b. usage rate c. buyer-readiness stage d. occasion e. benefit and Erika have just divorced. Which of the following demographic segmentation subsegment formats might be used by marketers to reach Jose or Erika? a. Life stage b. Benefits c. Age segment d. User segment e. Occasion segment Cuando se habla de divorcio es un momento de la vida

13. If

14. Jose

15. ________

is the science of using psychology and demographics to better understand consumers. a. Psychographics b. Segmentation c. Clustering d. Demographics e. Social psychology

La psicologa del consumidor se evalua por medio de segmentacin psycografica

16. According to the VALS segmentation system, ________ are successful, sophisticated, active,
take-charge people with high self-esteem. Their purchases often reflect cultivated tastes for relatively upscale, niche-oriented products and services. a. innovators b. thinkers c. achievers d. experiencers e. believers Los innovadores son sofisticados y existosos lo que los lleva a tener alta autoestima

17. According to the VALS segmentation system, ________ are considered to be elderly, passive
people who are concerned about change and are loyal to their favorite brands.

a. b. c. d. e.

believers strivers makers survivors experiencers

Supervivientes hace relacin a personas que son leales a su marca. 18. A housewife requests a new treadmill for her birthday. With respect to consumer decision roles, which role is the housewife currently playing? a. Initiator b. Influencer c. Decider d. Buyer e. Gatekeeper El hecho de ser el que pide el articulo significa que inicio la busqueda de compra

19. If a marketer

is seeking to segment a business market, which of the following variables is generally felt to be the most important? a. Personal characteristics b. Demographic variables c. Situational factors d. Operating variables e. Purchasing approaches

20. In segmenting its markets, an aluminum company first looked at which end-use market to
serve: automobile, residential, or beverage containers. This is an example of ________. a. macrosegmentation b. microsegmentation c. strategic segmentation d. goal-based segmentation e. short-term segmentation Evalua la generalidad del sector

21. During

which step of the segmentation process would the marketer group customers into segments based on similar needs and benefits sought by the customer in solving a particular consumption problem? a. Step 2segment identification b. Step 3segment attractiveness c. Step 6segment acid test d. Step 1needs-based segmentation e. Step 7marketing-mix strategy

Segun tabla lo primordial es buscar las necesidades del consumidor

22. In

the ________ step of the market segmentation process, the marketer evaluates the segment using criteria such as market growth and market access. a. need-based segmentation b. segment identification c. segment attractiveness d. segment profitability e. segment acid test

23. In evaluating

different market segments, the firm must look at two factors: the segments overall attractiveness and ________.

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a. b. c. d. e.

companys objectives and resources the product to be sold the purchasing process competitions strategies the global nature of the product

24.

When Coca-Cola sold only one kind of Coke in a 6.5-ounce bottle, it was practicing what is called ________. a. primary marketing b. micromarketing c. macromarketing d. segmented marketing e. mass marketing The marketer ________ the segments; the marketers task is to identify the segments and decide which one(s) to target. a. plans b. creates c. does not create d. rarely controls e. controls

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Hilton Hotels customizes rooms and lobbies according to location. Northeastern hotels are sleeker and more cosmopolitan. Southwestern hotels are more rustic. This is an example of ________ segmentation. a. demographic b. behavioral c. psychographic d. geographic e. user status CAPITULO 10

57. As part of the strategic brand management process, each company and offering must represent a distinctive ________ in the mind of the target market. a. promotion b. cell c. big idea d. ad e. organizational concept La gran idea se debe enfocar en el nicho de Mercado que se quiere abordar 58. All a. b. c. d. e. marketing strategy is built on STPsegmentation, targeting, and ________. positioning product planning promotion performance

59. ________ is the act of designing the companys offering and image to occupy a distinctive place in the minds of the target market. a. Positioning b. Product conceptualization c. Promotion presentation d. Performance imaging e. Preproduct launching

60. The result of positioning is the successful creation of ________, a cogent reason why the target market should buy the product. a. an award winning promotional campaign b. a customer-focused value proposition c. a demand channel d. everyday low pricing e. strategic window of opportunity 61. Which of the following terms is most closely associated with the following statement: attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe that they could not find to the same extent with a competitive brand? a. Brand image b. Points-of-difference c. Points-of-parity d. Points of value e. Brand concept 62. ________ are associations that are not necessarily unique to the brand but may in fact be shared with other brands. a. Points-of-parity b. Points-of-difference c. Brand cells d. Brand positions e. Points of competitive field 63. To achieve a point-of-parity (POP) on a particular attribute or benefit, a sufficient number of consumers must believe that the brand is ________ on that dimension. a. most excellent b. neutral c. marginal d. good enough e. service based 64. ________ are typically the least desirable level to position a brands points-of-difference, in part because competitors can easily copy them. a. Benefits b. Attitudes c. Values d. Attributes e. Messages Marketers must decide at which Ievel(s) to anchor the brand's points-of-differences. At the lowest level are the brand attributes, at the next level are the brand's benefits, and at the top are the brand's values. Thus marketers of Dove soap can talk about its attribute of one-quarter cleansing cream; or its benefit of softer skin; or its value, being more attractive. Attributes are typically the least desirable level to position. First, the buyer is more interested in benefits. Second, competitors can easily copy attributes. Third, the current attributes may become less desirable. 65. Marketers must decide at which level to anchor the brands points-of-differences. At the lowest level are ________. For example, Dove soap can talk about the fact that it is onequarter cleansing cream. a. brand values b. brand attributes c. brand benefits d. brand specifications e. brand partitions

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66. There are at least three key consumer desirability criteria for PODs (points-of-difference): relevance, distinctiveness, and ________. a. believability b. presentation style c. economy d. nontechnological e. information content 67. Which of the following desirability criteria asks a question such as Is the positioning preemptive, defensible, and difficult to attack? when determining a POD (point-ofdifference)? a. feasibility b. communicability c. sustainability d. knowledgeable e. value orientation 68. For a point-of-difference to possess ________, target consumers must find it unique and superior. a. distinctiveness b. communicability c. relevance d. believability e. feasibility En el libro se habla de distintivo y superior aunque en la pregunta diga unique. La idea es que se distinga por alguna caracterstica en particular 69. ________ is a companys ability to perform in one or more ways that competitors cannot or will not match. a. Positioning b. Deliverability c. Competitive advantage d. Distribution e. Differentiation 70. The four stages of the product life cycle include all of the following EXCEPT ________. a. decline b. learning c. maturity d. introduction e. growth Los cuatro puntos son introduction, growth, maturity, and decline 71. The ________ stage of the product life cycle is a period of rapid market acceptance and substantial profit improvement. a. introduction b. growth c. maturity d. saturation e. decline 72. According to the general bell-shaped curve used to illustrate the product life cycle, which of the following stages is generally seen when the sales curve is at its peak? a. Introduction b. Growth c. Maturity d. Decline e. Abandonment

73. ________ do not normally survive (as a special category product life cycle) because they do not normally satisfy a strong need. a. Styles b. Fashions c. Fads d. Intra-brands e. Trends 74. Most studies indicate, with respect to the product life cycle in its introductory stage, that the ________ gains the greatest advantage. a. market pioneer b. market nicher c. market reverser d. market follower e. market challenger Ser el primero siempre es una ventaja competitiva en los procesos de lntroduccin de productos 75. When Campbells soups began advertising its soups as excellent snacks, it was using which of the following volume-oriented brand usage strategies? a. Use the product on more occasions. b. Use more of the product on each occasion. c. Use the product in new ways. d. Use improved quality to attract new users. e. Use the product in older, more traditional ways. Ofrecer el product para que sea consumido en ocasiones diferentes a las que se diseo hara que crezca el mercado 76. When Vlasic created a cucumber 10 times larger than the traditional pickle cucumber (e.g., Hamburger Stackers), it used ________ as a means of modifying its product so additional customers might be attracted to the brand. a. quality improvement b. feature improvement c. style improvement d. packaging improvement e. idea improvement

21.

________ may be based on virtually any type of attribute or benefit. For example, FedEx uses guaranteed overnight delivery and Nike uses performance. a. Points-of-parity b. Points-of-difference c. Points of conflict d. Points of defensibility e. Points of service

Como me diferencio frente a otras marcas

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22.

Consumers might not consider a travel agency truly a travel agency unless it is able to make air and hotel reservations, provide advice about leisure packages, and offer various ticket payment and delivery options. These service elements are considered ________. a. competitive points-of-difference b. competitive points-of-parity c. category points-of-difference d. category points-of-parity e. conceptual points-of-parity A marketer that wants to anchor a point-of-difference for Dove soap on brand benefits might emphasize which of the following? a. The soap is one-quarter cleansing cream. b. Dove products include bar soaps and shampoos. c. Dove soap helps users have softer skin. d. The Dove brand is widely available. e. None of the above.

23.

Marketers must decide at which Ievel(s) to anchor the brand's points-of-differences. At the lowest level are the brand attributes, at the next level are the brand's benefits, and at the top are the brand's values. Thus marketers of Dove soap can talk about its attribute of one-quarter cleansing cream; or its benefit of softer skin; or its value, being more attractive. Attributes are typically the least desirable level to position. First, the buyer is more interested in benefits. Second, competitors can easily copy attributes. Third, the current attributes may become less desirable.

24.

Splenda sugar substitute became a category leader by differentiating itself on its authenticity as a product derived from sugar. This POD demonstrates ________ because target consumers found it to be unique and superior. a. believability b. relevance c. feasibility d. communicability e. distinctiveness A ________ should follow the form: To (target group and need), our (brand) is (the concept) that (what the point-of-difference is or does). a. feasibility statement b. positioning statement c. breakaway branding campaign d. brand specification e. category membership mechanism The obvious means of differentiation, and often most compelling ones to consumers, relate to aspects of the_______ a. Price b. Distribution process c. Promotions d. Product and Service e. Sales team responsible for the product or service Managers try to simulate sales by modifying the products characteristics. Which of these modifications has as its aim to increase the products functional performance? a. Feature improvement b. Style improvement c. Fashion improvement d. Packaging improvement e. Quality improvement

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