1.Conjoint studies are run to understand how consumers make _____

A.Money

B.Tradeoffs

C.Observations

D.Impressions

2.Franchising has two major classes; one is business format franchising. What is the other one?

A.Market franchising

B.In-house franchising

C.Product franchising

D.Multisite franchising

3.Focus groups are not good for predicting marketplace response, and it is best to follow up focus groups with a ______.

A.Survey

B.Simulation

C.Correlation

D.Mapping

4.Perceptual mapping is different than multidimensional scaling because it relies on ______

A.Rankings

B.MDS

C.Attributes

D.Ratings

5.Intensive distribution usually goes with heavy _____, lower prices and average or lower quality products.

A.Distribution

B.Promotion

C.Production

D.Segmentation

6.Although surveys deliver large sample sizes and numbers, ______ offer rich, deep understandings of customers' motivations.

A.Conjoint analyses

B.Cluster analyses

C.Qualitative methods

D.Network methods

7.Which of the following is NOT a description of a role that firms play in the marketplace?

A.Quick followers

B.Also-rans

C.Barely-in-the-games

D.Failure-to-launch

8._____ data can be utilized to examine brand switching.

A.Anecdotal

B.Secondary

C.Qualitative

D.Scanner

9.Which one of the following is NOT something one can gather from a customer satisfaction survey?

A.The service you just received

B.The purchase rates compared with expectations

C.Repurchase intentions and intentions to generate word of mouth

D.Whether the customer is responding to the questions truthfully

10.The various types of samples are the following EXCEPT _____

A.Causal sample

B.Simple random sample

C.Nonprobability sample

D.Probability sample

11._____ include care about price sensitivity, risk, tolerance, corporate culture, profitability, and high vs. low maintenance accounts.

A.Behaviors

B.Norms

C.Attitudes

D.Preferences

12.The 4Ps include all of the following EXCEPT ______.

A.Positioning

B.Price

C.Product

D.Place

13.Distribution is most closely related to _____

A.Price

B.Segmentation

C.Target marketing

D.Place

14.The downstream partners that help a company reach consumers comprise the _____.

A.Supply chain

B.Logistics

C.Distribution channel

D.Channel members

15.The fact that snow blowers tend to sell better in the north than in the south illustrates the importance of considering _____ in marketing planning.

A.Climate

B.Urban living

C.Culture

D.Education

16._____ mapping is a diagrammatic technique used by asset marketers that attempts to visually display the perceptions of customers or potential customers.

A.Geographic

B.Demographic

C.Psychological

D.Perceptual

17.Marketing _____ assume/s financial risks such as international exchange rates and inventory obsolescence

A.Promotion

B.Strategy

C.Channels

D.Research

18.The following is one of the steps in the marketing strategic planning process EXCEPT _____.

A.Development of objectives

B.Development of a strategic plan along with tactical plans for implementation

C.Developing new conflict resolution techniques

D.Situational analysis

19.Instead of trying to appeal to the entire marketplace, smart marketers and smart companies will try to find out _____.

A.What will appeal to high end users

B.Which customers might like their product, and how to get the product into their hands

C.Which customers are price sensitive

D.Which customers have brand loyalty and seek a brand image similar to other brands they like

20.Bill advises Mary that there are essentially three strategies to achieving goals. Assuming Bill is correct, how would he describe these three strategies?

A.Do nothing; do nothing different from status quo; do something different

B.Segment, target, position

C.Customer satisfaction, customer loyalty, customer retention

D.Be the leader, be a quick follower, be a follower