Marketing Exam 2
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- 1.The centerpiece of the Marketing Environment Analysis Framework is:
- A.
Green marketing.
- B.
Corporate partners.
- C.
Culture.
- D.
Competitive intelligence.
- E.
Consumers.
- 2.A firms macroenvironment includes all of the following EXCEPT:
- A.
Competiton.
- B.
Culture.
- C.
Demographics.
- D.
Economics.
- E.
Political/legal.
- 3.Jonathon is reviewing the latest Census Bureau report about changes in his geographic area. He learns about declining incomes, increases in two-job workers, and influx of new ethnic groups into his market area. These changes will influence:
- A.
His firms marketing strategies.
- B.
Green marketing.
- C.
Country culture parameters.
- D.
Competitive intelligence.
- E.
Microenvironmental changes in scenario planning.
- 4.Yvonne knows her firm must look at everything they do from a consumers point of view. One of the difficulties is consumers _____________ change over time.
- A.
Cultural remembrances
- B.
Needs, wants, and ability to purchase
- C.
Technological demographics
- D.
Just-in-time consumption patterns
- E.
Demographics
- 5.By monitoring their macroenvironment, firms can determine how such factors influence consumers and how they should respond to them. Marketing opportunities exist for firms that can:
- A.
Avoid having to engage in macroenvironmental monitoring.
- B.
Successfully engage in post-marketing scenario planning.
- C.
Anticipate changes in the macroenvironment.
- D.
Identify who are the offspring of Tweens.
- E.
Divide regional cultural cohorts into country simulation groups.
- 6.The Mayo Clinic in Minnesota is known for top-quality medical care. For decades, even presidents and dictators from around the world flew to the Mayo Clinic to utilize their services. Mayo Clinic used their reputation to create additional medical facilities in Jacksonville, Florida and elsewhere. This is an example of a firm focusing its efforts on satisfying customer needs that:
- A.
Are easiest to satisfy.
- B.
Provide minimum core value.
- C.
Offer generation cohort harmony.
- D.
Competitive intelligence has identified.
- E.
Match their core competencies.
- 7.Yuri is considering a new promotional campaign, comparing his products to those of his competitors. Before initiating the promotional campaign, Yuri will likely assess his competitors strengths, weaknesses, and:
- A.
Likely reaction to Yuri's promotional activities.
- B.
Cultural cohort.
- C.
The political/legal environment affecting just-in-time promotional delivery.
- D.
Satisfaction quotient as perceived by customers.
- E.
Situational ethical values.
- 8.Trey's job is to survey personnel, customers, and corporate partners regarding what other firms in the market are doing. He also reads industry magazines and conducts online searches, gathering any synthesizing information about everyone in the business. Try is engaged in:
- A.
Demographic data.
- B.
Intuitive diagnostics.
- C.
Regional regression analysis.
- D.
Macroeconomic variabel analysis.
- E.
Competitive intelligence.
- 9.Firms that provide materials, transportation, advertising, accounting and other goods and services, helping a firm create value for its customer are called:
- A.
Competitive intelligence.
- B.
Corporate partners.
- C.
Cultural monitors.
- D.
The macroeconomic environment.
- E.
Customers.
- 10.The shared meanings, beliefs, morals, values, and customs of a group of people are their:
- A.
Social concerns.
- B.
Culture.
- C.
Demographics.
- D.
Generational cohort.
- E.
Aesthetics.
- 11.When marketers look at advertising media they often being with the viewer or listener profiles such as, age, income, gender, and race. They then compare the media profile with their target audience. These marketers are using __________ to see if the media "fits" with their advertising agenda.
- A.
Country culture.
- B.
Regional culture.
- C.
Demographics.
- D.
Macromarketing measures.
- E.
Scenario planning.
- 12.Improved computer storage capabilities, and the manipulation of consumer information has increased customers:
- A.
Access to competitive intelligence.
- B.
Privacy concerns.
- C.
Cultural awareness.
- D.
Green marketing preferences.
- E.
Technological cohort.
- 13.Many American consumers are purchasing hybrid automobiles even thought they are more expensive and sometimes less fuel efficient when compared to compact conventional autos. Automobile marketers recognize these consumers:
- A.
Value contributing to a greener environment.
- B.
Are economically irrational.
- C.
Are responding to global corporate pressure for social responsibility.
- D.
Would prefer an SUV.
- E.
Are extremely price sensitive.
- 14.Marketers often use principals and theories from ____________ and ______________ to decipher many consumer actions and develop basic strategies for dealing with their behavior.
- A.
Physics; chemistry
- B.
History; archeology
- C.
Sociology; psychology
- D.
Art; romance novels
- E.
English; mathematics
- 15.To understand consumer behavior, marketers need to ascertain:
- A.
The meaning of life.
- B.
The difference between shopping and sensitivity goods.
- C.
Noncompensatory indecision rules.
- D.
Why people buy products or services.
- E.
The universal set of evoked goods valued by all consumers.
- 16.Generally, people buy one product or service instead of another because they:
- A.
They get the lowest price possible.
- B.
Perceive it to be the better value for them.
- C.
Avoid having to do extended problem solving.
- D.
Conducted a thorough internal search for information.
- E.
Assessed the determinant attributes and found them favorable.
- 17.The consumer decision process model represents:
- A.
The concept of habitual decision making.
- B.
The retrieval of an evoked set based on physiological needs.
- C.
The steps that consumers go through before, during, and after making a purchase.
- D.
The predicted process consumers go through when shifting from an internal locus of control to an external locus of control.
- E.
The decisions all consumers must make.
- 18.Upscale men's and women;s clothing store primarily appeal to a consumers' ___________ needs.
- A.
Functional.
- B.
Postpurchase.
- C.
Safety.
- D.
Psychological.
- E.
Situational.
- 19.When Kelly began searching for a new car to replace her "clunker", she probably would rely on ____________ sources of information.
- A.
Interpersonal and sensual
- B.
Compensatory and noncompensatory
- C.
Ritual and spiritual
- D.
Specialty and ordinary
- E.
Internal and external
- 20.Every year, before he puts his boat in the water, James has his mechanic put a new battery in the boat. James is probably most concerned with _____________ risk.
- A.
Psychological
- B.
Financial
- C.
Performance
- D.
Cultural
- E.
Ritual
- 21.Every year, Wall Street Journal technology reporter, Walter Mossberg, provides a set of guidelines for readers considering the purchase of a new personal computer. His guidelines include features, memory capacity, amenities, and a host of attributes he recommends consumers include in their purchase decision. Walter provides consumers with:
- A.
Retrieval data.
- B.
Psychological needs
- C.
Social concerns.
- D.
Evaluative criteria.
- E.
Technological information search drivers.
- 22.Andrea and Karl got married a year ago and are ready to move out of their apartment and into a new home. After looking at a lot of model homes, they have developed a list of features that are important to them and that they have observed are different among the builders they've visited. Marketers need to be aware of this kind of list as a crucial shortcut to decision-making and call these:
- A.
An evoked set
- B.
Determinant attributes
- C.
"short lists"
- D.
Reasonable alternative factors
- E.
Trade-off elements
- 23.A __________ is a need or want that is strong enough to cause the person to seek satisfaction.
- A.
Price
- B.
Motive
- C.
Attitude
- D.
Perception
- E.
Learning curve
- 24.Carla is facing a decision on which college to attend. This is the most important, riskiest and more expensive decision she has ever made. She will engage in _______________.
- A.
Low involvement decision making.
- B.
Extended problem solving.
- C.
Educational heuristics.
- D.
Pre-purcahse dissonance.
- E.
Extensive internal searches for information as she considers what to do.
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