1.
Data mining enabled Harrah’s to identify its most profitable customer segment-
A. 
B. 
C. 
Betters who lost modest amounts frequently
D. 
2.
The definition of marketing used over and over in class refers to 3 ways of relating to customers that are listed below. Which one of the following, however, is NOT part of that definition.
A. 
B. 
C. 
D. 
3.
Conveniently located vending machines around campus make it easy for you to buy a Coca Cola beverage and a snack between classes. This convenience is a part of the _____________ element of the marketing mix.
A. 
B. 
C. 
D. 
4.
If an organization makes voluntary exchanges, it is “doing marketing” regardless of whether there is a marketing department, marketing is approved of, etc. To understand this inevitability, we talked about the discovery of _____________.
A. 
B. 
C. 
D. 
5.
The manufacturers of consumer goods concentrate on the creation of ______________ utility.
A. 
B. 
C. 
D. 
6.
The evolution of organizational orientations looks at changes in _______________ over time.
A. 
B. 
C. 
The way customers have been treated
D. 
7.
The marketing orientation is just about the opposite of the _____________ orientation.
A. 
B. 
C. 
D. 
8.
Deregulation increases the importance of marketing because it ___________.
A. 
Makes customers harder to satisfy
B. 
C. 
Increases product quality
D. 
9.
In most organizations, the delivery of daily customer satisfaction depends mainly on ______________.
A. 
Lower level management and their staff
B. 
C. 
D. 
10.
“High tech – high touch” is a way to make products more ______________.
A. 
B. 
C. 
D. 
11.
For most of the 20th century, the political-legal environment of marketing _______________.
A. 
Saw shifts in the majority position every 20 years or so
B. 
Moved constantly toward deregulation and looser enforcement of existing laws
C. 
Was one that usually favored consumer interests over producer interests
D. 
Had no clear overall patterns
12.
The 5 forces model applies to the _____________ environment.
A. 
B. 
C. 
D. 
13.
Married couples are now part of about ______% of American households.
A. 
B. 
C. 
D. 
14.
The class notes included detailed comparisons of the _____________ of Asian, Black, Latino, and White Americans.
A. 
B. 
C. 
D. 
15.
Which of the following developments will reduce the spending of current empty nesters?
A. 
B. 
Social security financing
C. 
D. 
E. 
16.
“Cynical disdainers” and “Traditional materialists” are 2 subgroups within the _____________ generation that are just about the opposites of each other.
A. 
B. 
C. 
D. 
17.
We talked about old and new stereotypes applying to the ____________ generation.
A. 
B. 
C. 
D. 
18.
As discussed in class, the process of ____________ is very selective.
A. 
B. 
C. 
D. 
19.
The shift from “either-or” to “multiple choice” is a major change in how ______________affects consumer behavior.
A. 
B. 
C. 
D. 
20.
The PRIZM system described in class is an example of the influences of _______________ on consumer behavior.
A. 
B. 
C. 
D. 
21.
Pick out the single FALSE statement about opinion leaders from the following: These people are generally ____________.
A. 
B. 
Aware of specialized media
C. 
The same social class as those they influence
D. 
22.
In B2B markets demand is _____________.
A. 
Completely rational and information-based
B. 
C. 
Steadier than in consumer markets
D. 
Dependent on demand from customers' customers
23.
For what type of organizational customer is price “a special case” with respect to price?
A. 
B. 
C. 
D. 
24.
In class we focused on __________________.
A. 
The similarities between consumer and B2B markets
B. 
The differences between consumer and B2B markets
C. 
How simple it is to understand business customers and to market to them
D. 
The personal and emotional aspects of B2B buyer behavior
25.
Which kind of buying situation involves the most risk?
A. 
B. 
C. 
D.