2024 – 1 People in emerging countries today are becoming increasingly health conscious and are seeking healthy food choices As a

1. People in emerging countries today are becoming increasingly health conscious and are seeking healthy food choices. As a result, demand for health foods is rising steadily, creating an opportunity for marketers to exploit this ________ market.

a. need

b. service

c. business

d. demographic

e. geographic

 

2. When demand is ________, it implies that more customers would like to buy the product than

 can be satisfied.

a. irregular

b. overfull

c. full

d. latent

e. negative

 

3. ________ reflects a customer’s judgment of a product’s performance in relation to his or her

 expectations.

a. Brand image

b. Brand equity

c. Value

d. Perception

e. Satisfaction

 

4. Rising promotion costs and shrinking profit margins are the result of ________.

a. new and improved technology

b. disintermediation

c. industry convergence

d. heightened competition

e. privatization

 

5. Industry boundaries are blurring rapidly as companies identify new opportunities at the

 intersection of two or more industries. This is called ________.

a. customization

b. disintermediation

c. privatization

d. industry convergence

e. globalization

 

6. When eBay and Amazon.com cut out the majority of middlemen that normally would participate

 in the exchange process, it is an example of ________.

a. diversification

b. deregulation

c. reintermediation

d. disintermediation

e. reverse auctioning

 

7. Which of the following holds that consumers prefer products that are widely available and

 inexpensive?

a. the marketing concept

b. the product concept

c. the production concept

d. the selling concept

e. the performance concept

 

8. Which of the following categories of goods and services is most likely to require an aggressive

 use of the selling concept?

a. shopping goods

b. luxury goods

c. unsought goods

d. complementary goods

e. necessary goods

 

9. Identify the concept that emerged in the mid-1950s as a customer-centered, sense-and-respond

 philosophy.

a. the holistic marketing concept

b. the selling concept

c. the marketing concept

d. the production concept

e. the product concept

 

10. What is the traditional view of marketing?

a. Firms should just focus on production because if the products are good then they will

 automatically sell.

b. Firms should price their products as low as possible so that marketing them becomes

 easy.

c. Firms should have a proper marketing team that can increase consumers’ awareness of

 their products and rouse their interest in them.

d. Firms should just focus on production and selling because marketing occurs as a part of

 the selling process.

e. Firms should remember that promotion is the most important of the four Ps.

 

11. Value delivery process can be divided into three phases, out of which “choosing the value”

 implies _______, which is the essence of strategic marketing.

a. targeting, positioning, and communicating

b. targeting, positioning, and delivering

c. segmentation, developing, and delivering

d. researching, developing, and delivering

e. segmentation, targeting, and positioning

 

12. With respect to core business processes, the ________ process includes all the activities

 involved in gathering external information, disseminating it within the organization, and acting

 on the information.

a. market pulse

b. market-sensing

c. deployment

d. market research

e. target marketing

 

13. 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) _________ growth strategy.

a. conglomerate

b. intensive

c. integrative

d. target

e. diversification

 

14. When it was first launched, Google’s paid search platform represented a new strategy for

 revenue generation on the Internet. This is an example of innovation along which of the

 following dimensions?

a. brand

b. process

c. supply chain

d. presence

e. value capture

 

15. When a business gets to know market segments intimately and pursues either cost leadership

 or differentiation within the target segment, it is employing a ________ strategy.

a. defined

b. competitive advantage

c. customer-focused

d. focused

e. value-added

 

16. The ________ market is the set of consumers with an adequate interest, income, and access to

 a particular offer.

a. reserve

b. available

c. target

d. penetrated

e. potential

 

17. Each society contains ________, groups with shared values emerging from their special life

 experiences or circumstances.

a. consumer bundles

b. cliques

c. behavioral niches

d. stakeholders

e. subcultures

 

18. An important force affecting business is the ________ movement, a movement of citizens and

 government organized to strengthen the rights and powers of buyers in relation to sellers.

a. self-determination

b. consumerist

c. human rights

d. materialistic

e. environmental

 

19. The ________ method of determining area market potential calls for identifying all the

 potential buyers in each market and estimating their potential purchases.

a. group-discussion

b. market-test

c. brand development index

d. multiple-factor index

e. market-buildup

 

20. Which of the following is true of the various elements of the multi-factor index method of

 estimating area market potentials?

a. The weights in the buying-power index are somewhat arbitrary.

b. Census tracts are a little larger than neighborhoods.

c. This method is primarily used by business marketers.

d. Zip+4 code centers generally have stable boundaries and a population of about 4000.

e. Normally, the lower the BDI, the less room there is to grow the brand.

 

21. Why must the researchers avoid generalizing from focus-group participants to the whole

 market?

a. Most of the participants are likely to exhibit similar tastes and preferences.

b. The participants usually come from diverse backgrounds.

c. Most of the participants are likely to be ignorant about the topic of discussion.

d. The size of the group is too small and the sample is not drawn randomly.

e. Participants’ responses are not reliable.

 

22. The most scientifically valid research is ________ research.

a. observational

b. focus-group

c. survey

d. experimental

e. behavioral

 

23. After computing averages and measures of dispersion for the major variables and applying

 advanced statistical techniques and decision models in the hope of discovering additional

 findings from the gathered information, the researchers ________.

a. analyze the appropriateness of the data sources used

b. define the problem, the decision alternatives, and the research objectives

c. evaluate the costs associated with data collected

d. develop the research plan

e. present findings relevant to the major marketing decisions facing management

 

24. Marketing ________ are a structured way to disseminate the insights gleaned from the two

 complementary approaches to measuring marketing productivity within the organization.

a. dashboards

b. metrics

c. mix models

d. decision support systems

e. segments

 

25. Marketing ________ analyze(s) data from a variety of sources, such as retailer scanner data,

 company shipment data, pricing, media, and promotion spending data, to understand more

 precisely the effects of specific marketing activities.

a. forecasting

b. metrics

c. decision systems

d. intelligence databases

e. mix models