Marketing Principles – Multiple-choice question set (50 questions)

Which of the following is the most likely result of a marketing strategy that attempts to serve all potential customers?

Sally purchased Brand X lotion. In comparing her perception of how the lotion made her skin feel and look to her expectations for Brand X lotion, Sally was measuring her level of

The natural resources that are needed as inputs by marketers or that are affected by marketing activities are referred to as the

Which of the following forces would marketers be MOST likely able to influence?

Marketers can take a(n) marketing environments by taking aggressive action to affect the publics and forces in their.

Secondary data consists of information

Despite the data glut that marketing managers receive, they are most likely to complain that they lack which of the following?

A buyer's decisions are influenced by such as the buyer's age and life-cycle stage, occupation, economic situation, lifestyle, and personality and self-concept.

Which of the following is the final stage in the new product adoption process?

A marketer of hair care products targeted at African American women created an advertising message that told the women their hair could be worn any way they wanted as opposed to wearing it straight. The message suggested the women did not need to conform to the mainstream media definition of beauty. It is most accurate to say that this ad was based on an understanding of

Stephanie and Jamal attended a sales seminar. Both left the seminar with differing opinions about what was important to implement in their jobs. Both used the information in different ways, according to what each already believed was important. They have engaged in

A problem with the rapidly expanding use of e-purchasing is that it

Which of the following is NOT part of the business market?

The decision-making unit of a buying organization is called the

Although there are many differences between business buying behavior and consumer buying behavior, both respond to the same four stimuli: product, price, promotion, and

Business buying behavior refers to the buying behavior of organizations that buy all of the following EXCEPT

As You Like It, Inc. customizes its offers to each individual consumer. This practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations is referred to as marketing.

P&G sells six brands of laundry detergent in the United States, each designed for one of six laundry segments P&G has identified. Together, these six brands take 62% of market share. Which of the following is a disadvantage of P&G's differentiated marketing strategy?

Shampoo marketers rate buyers as light, medium, or heavy product users. This is segmentation.

A company or store gains a(n) by differentiating its products and delivering more value.

You have an upset stomach. Your mother rushes to the corner convenience store for a bottle of Pepto-Bismol. This product is a(n) product.

consists of activities undertaken to create, maintain, or change the attitudes and behavior of target consumers toward an organization.

Helene Curtis began to market shampoo for normal hair. In an attempt to increase profits and use excess market capacity, Helene Curtis then marketed shampoo for oily hair and color-treated hair. This is an example of

is defined as the use of commercial marketing concepts and tools in programs designed to influence individuals' behavior to improve their well-being and that of society.

In the stage of new-product development, products undergo rigorous tests to make sure that they perform safely and effectively or that consumers will find value in them.

Flurrbies, a brand of winter accessories that fell in and out of favorability with customers quickly, is an example of a

A detailed version of a new idea stated in meaningful customer terms is called a

A group of business entrepreneurs who worried about their teenage children drinking and driving decided there must be some way to approach this problem proactively. They came up with an idea for a pair of blurry goggles. They believed looking through the goggles would simulate what the world looks like when someone is seriously intoxicated. The first crude pair of blurry goggles developed by the entrepreneurs to show to prospective customers was

uses buyers' perceptions of what a product is worth, not the seller's cost, as the key to pricing.

If a seller charges than the buyer's perceived value, the company's sales will

With price is set to match consumers' perceptions of product value.

One reason remains popular is that sellers are more certain about costs than about demand.

A car maker's strategy of advertising a basic vehicle model with few conveniences and comforts at a low price to entice buyers and then convincing customers to buy higher-priced models with more amenities is an example of which of the following?

Valeo Fashions has just introduced a new line of fashion dresses for teens. It will initially enter the market at high prices in a pricing strategy.

In the case of services, captive product pricing is called pricing.

When consumers cannot judge quality because they lack the information or skill, price becomes

China and India each contain more than one billion people. However, companies can access only a small percentage of these potential markets due to

Intermediaries play an important role in matching

Due in a large part to advances in technology, is a major trend whereby product and service producers are bypassing intermediaries and going directly to final buyers, or radically new types of intermediary channels are emerging to displace traditional ones.

As marketing manager for Globe Imports and Exports, you want to start reaping the benefits of a multichannel distribution system. You will likely enjoy all of the following EXCEPT which one?

Chewing gum is stocked in many outlets in the same market or community; in fact, it is placed in as many outlets as possible. This is an example of distribution.

Which major promotion category makes use of catalogs, telephone marketing, kiosks, and the Internet?

Companies are doing less and more that better match today's targeting strategies, as a result of an explosion of more focused media.

Which of the five major promotion tools includes building up a positive corporate image and handling unfavorable stories and events?

Which of the following is an objective of informative advertising?

In an attempt to set the company apart from its competitors, United Parcel Service has its employees wear brown uniforms and drive brown trucks. What type of public relations tool is UPS using?

Which message execution style depicts average people using a product in an everyday setting?

A sales is the standard that establishes the amount each salesperson should sell and how sales should be divided among the company's products.

A is a short-term incentive used to encourage the immediate purchase of a product or service.

The step of is difficult for some salespeople because they lack confidence, feel guilty about asking for an order, or may not recognize the right time to ask for an order.