1.A ________ is some combination of products, services, information, or experiences provided to consumers to satisfy a need or want.

A)brand positioning

B)market segment

C)market offering

D)market mix

2.Consumer research, product development, communication, distribution, pricing, and service are all core ________ activities.

A)outsourcing

B)marketing

C)positioning

D)production

3.Which of the following customer questions is answered by a company's value proposition?

A)"Why should I buy your brand rather than a competitor's?"

B)"What is your company's estimated customer equity?"

C)"What is the budget allocated by your company for research and development?"

D)"What is the financial stability of your company?"

4.Crocus, a gift store, specializes in serving customer segments that major competitors overlook and ignore. Which of the following best describes Crocus?

A)Market follower

B)Market challenger

C)Laggard

D)Market nicher

5.Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers is known as ________.

A)positioning

B)segmenting

C)satisficing

D)prospecting

6.Dan has been directed to study the actors close to a company that affect its ability to serve its customers, such as the company, suppliers, marketing intermediaries, customer markets, competitors, and publics. In this instance, Dan has been directed to study the ________ of the company.

A)political environment

B)demographic environment

C)macroenvironment

D)microenvironment

7.The 83 million children born between 1977 and 2000 are known as the ________.

A)Millennials

B)Generation X

C)Baby boomers

D)Lost Generation

8.Diana, a senior marketing manager of a pizzeria in North Florida, is currently researching electronic collections of consumer information within the company network to arrive at crucial marketing decisions. In this instance, Diana is using ________.

A)data warehouses

B)internal databases

C)ethnographic research

D)netnographic research

9.Which of the following is a disadvantage of using information from internal databases?

A)Internal information may be incomplete or in the wrong form for making marketing decisions.

B)Internal databases do not support highly sophisticated technologies which make it difficult to store large volumes of data.

C)Obtaining information from internal databases is time consuming and expensive.

D)Using information from internal databases leads to biased research findings.

10.Factors such as a firm's objectives, procedures, and systems are examples of ________ influences on the business buyer behaviour.

A)technological

B)cultural

C)political

D)organizational

11.Which of the following is the first step in the marketing research process?

A)Developing the research plan

B)Interpreting and reporting the findings

C)Developing a marketing information system

D)Defining the problem and objectives of the study

12.According to the model of buyer behaviour, which of the following is one of the two primary parts of a "buyer's black box"?

A)Buyer's decision process

B)Buyer's spending habits

C)Technological stimuli

D)Promotion stimuli

13.Which of the following statements is true of social classes?

A)Social classes are society's temporary divisions.

B)People within a social class tend to exhibit similar buying behaviour.

C)Members of a social class have unique and distinct values, interests, and behaviours.

D)Social classes universally exhibit identical product and brand preferences.

14.Each culture contains smaller ________, or groups of people with shared value systems based on common life experiences and situations.

A)reference groups

B)cultural universals

C)social networks

D)subcultures

15.Robert has taken up cycling as a hobby and as a way to maintain his physical fitness. He wants to buy a hydration system since he will need a lot of water as he cycles. Having gathered a great deal of information, he has finally narrowed down his choices to three systems: Waterbags for Roadies, Supertanker Hydropacks, and Fast Water. Robert is in the ________ stage of the buyer decision process.

A)evaluation of alternatives

B)information search

C)product trial

D)post purchase evaluation

16.The business marketer normally deals with ________ than the consumer marketer does.

A)far less fluctuations in demands

B)far fewer but far larger buyers

C)negligible customer complaints

D)far more but far smaller buyers

17.In which of the following would the buyer reorder a product without any modifications?

A)Straight rebuy

B)New task

C)Solution selling

D)Modified rebuy

18.The decision-making unit of a purchasing organization is called its ________.

A)customer support system

B)value chain

C)innovation centre

D)buying centre

19.When marketers at Fair & Leigh Inc. selected the Millennials, a demographic group that includes college students, as an untapped group of potential customers for their new line of products, they were engaging in ________.

A)product positioning

B)market targeting

C)occasion segmenting

D)market diversification

20.Calypso Motors recently rolled out its hatchback, Proteus. Proteus combines the attractiveness of a luxury car with the excellent agility of a sports car. Calypso Motors is confident that Proteus will appeal to both sport scar enthusiasts as well as the luxury segment. Which of the following types of market segmentation is evident here?

A)Age and life-cycle segmentation

B)Income segmentation

C)Geographic segmentation

D)Benefit segmentation

21.In the context of behavioural segmentation, who among the following is a potential user?

A)Anita, who recently had a baby

B)Peter, who recently changed his job

C)Gina, who opened a dental clinic in Orange County

D)Mary, who enrolled as a graduate student in a university last year

22.The major activity in strategic planning is ________, whereby management evaluates the products and businesses that make up the company.

A)SWOT analysis

B)breakeven analysis

C)business portfolio analysis

D)benchmarking

23.Which of the following best describes a strategic business unit (SBU)?

A)The supply chain of a company

B)The key channel intermediaries of a service company

C)The key businesses that make up a company

D)The key competitors of a company

24.Rob has been asked by his manager to identify a group of potential customers who would respond in a similar way to a given set of marketing efforts. In this instance, Rob has been asked to identify a ________.

A)market segment

B)product line

C)brand

D)marketing intermediary

25.Which of the following is true of the baby boomers?

A)They represent a rapidly shrinking market for new housing and home remodelling.

B)They control an estimated 80 percent of the United States' personal wealth.

C)They tend to see themselves as far older than they actually are.

D)They are long past their peak earning and spending years.

26.A(n) ________ consists of people and procedures dedicated to assessing information needs, developing the needed information, and helping decision makers use the information to generate and validate actionable customer and market insights.

A)enterprise information system (EIS)

B)enterprise planning system (EPS)

C)geographic information system (GIS)

D)marketing information system (MIS)

27.Which of the following is the objective of causal research?

A)To describe things, such as the market potential for a product

B)To gather preliminary information that will help suggest hypotheses

C)To assign a cause to a seemingly random event

D)To test hypotheses about cause-and-effect relationships

28.All the individuals and households that buy or acquire goods and services for personal consumption make up the ________.

A)social class

B)market offering

C)market mix

D)consumer market

29.In the context of behavioural segmentation, markets segmented by ________ can be categorized into light, medium, and heavy product users.

A)usage rate

B)benefits sought

C)user status

D)occasion

30."Many companies today are localizing their products, advertising, promotion, and sales efforts to fit the needs of individual regions, cities, and neighbourhoods." This is an example of ________.

A) branding

B) geographic segmentation

C) demographic segmentation

D) psychographic segmentation