Marketing Final Review

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Marketing researchers usually draw conclusions about large groups of consumers by studying a small ________ of the total consumer population.

a. b. c. d. e.

group sample population target group audience

b. Sample

Small organizations can obtain, with minimal effort, most of which type of data available to large businesses? a. b. c. d. e. census observational secondary primary business

c.

secondary

The most common research instrument used is the ________. a. b. c. d. e. mechanical device live interviewer questionnaire telephone interviewer moderator

c.

questionnaire

Cultural differences, especially those involving language, can add to research costs in foreign markets and can increase the ________. a. b. c. d. e. foreign trade risks of error likelihood of not finding a translator likelihood that a smaller sample could be used response rate

b. risks of error

It has been shown that consumers will gladly provide research information when researchers provide ________. a. b. c. d. e. coupons money value for the exchange prizes rebates

c.

value for the exchange

_____ are groups to which an individual wishes to belong, as when a teenage basketball player hopes to play someday for the Los Angeles Lakers.
a. b. c. d. e. Membership groups Aspirational groups Leading adopter groups Leisure groups Social Class groups

Aspirational groups

_____ are societys relatively permanent and ordered divisions whose members share similar values, interests and behaviors. a. b. c. d. e. Social Classes Purchase decisions Subcultures Perceptions Lifestyles

a. Social Classes

The _____ is the most important consumer buying organization in society; the roles and influences of different members have been researched extensively.
a. b. c. d. e. Family Social Class Membership group Subculture Reference group

a. Family

A _____ consists of the activities people are expected to perform according to the persons around them. a. b. c. d. e. Motive Role Lifestyle Life-cycle Tradition

b. Role

A buyers decisions are influenced by _____ such as buyers age and life-cycle stage, occupation, economic situation, lifestyle and personality and self-concept.

a. b. c. d. e.

Personal characteristics Reference groups Habitual buying behavior Variety-seeking buying behavior Psychographics

a. Personal Characteristics

Facebook.com and myspace.com are examples or _____. a. b. c. d. e. Buzz marketing Opinion leaders Social networks Virtual worlds Early adopters

c. Social Networks

Opinion leaders are sometimes referred to as _____.

a. b. c. d. e. The influentials The upper class The middle class Buzz marketers Networkers

a. The influentials

People change the goods and services they buy over time because of the two changing factors of _____ and _____. a. b. c. d. e. Belief and Attitude Perception and Personality Age and Life-Cycle Stage Groups and Learning Family and Tradition

c. Age and Life Cycle Stages

_____ is a persons pattern of living as expressed in his or her psychographics, including his or her activities, interests and opinions. a. b. c. d. e. Personality Culture Lifestyle Motive Social Class

c. Lifestyle

The most effective sources that consumers obtain information from are _____ because they legitimize or evaluate products for the buyer . a. Commercial b. Public c. Experimental d. Personal e. Social

DAILY DOUBLE

d. Personal

_____ is the process by which people select, organize and interpret information to form a meaningful picture of the world.
a. b. c. d. e. Personality Perception Selective grouping Learning Self-actualization

b. Perception

Maslows theory is that _____ are arranged in a hierarchy from the most pressing at the bottom to the least pressing at the top.
a. b. c. d. e. Stimuli Beliefs and attitudes Perceptions Human needs Decisions

d. Human needs

A _____ is a need that is sufficiently pressing to direct a person to seek satisfaction. a. b. c. d. e. Stimulus Motive Culture Perception Tradition

b. Motive

What is the least pressing in Maslows Hierarchy of Needs? a. b. c. d. e. Physiological needs Social needs Esteem needs Self-actualization Safety needs

d. Self Actualization

The marketers job does not end when the product is bought. After purchasing the product, the consumer will be satisfied or dissatisfied and engage in _____.
a. b. c. d. e. Product legitimization Alternative evaluation Postpurchase behavior Product expectations Information searches

c. Postpurchase Behavior

A company or store gains a(n) _____ by understanding customer needs better than competitors do and by delivering more value.
a. b. c. d. e. Competitive advantage Positioning advantage Cost advantage Efficiency advantage Synergy

a. Competitive Advantage

When competitors use differentiated or concentrated marketing, changing to _____ marketing can be disastrous.
a. b. c. d. e. Differentiated Undifferentiated Concentrated Customized Localized

b. Undifferentiated

The answer to the customers question, Why should I buy your brand? is found in the _____. a. b. c. d. e. Quality image Differentiation Customer services Pricing and promotion structure Value proposition

e. Value proposition

As a business consultant, what type of segmentation would you suggest to marketers who cater to people of certain social classes, lifestyles and personality characteristics? a. b. c. d. e. Behavioral Gender Psychographic Age and life cycle Geographic

DAILY DOUBLE

c. Psychographic

A products position is based on important attributes as perceived by _____. a. b. c. d. e. Suppliers Competitors Market conditions Consumers Managers

d. Consumers