20) Which of the following factors is part of the microenvironment? A) natural environment B) cultural shifts C) technological trends D) competitors E) political trends 21) According to the authors, which of the following would be part of the microenvironment? A) competitors B) company C) marketing intermediaries D) political organizations E) suppliers 22) All of the groups within a company are called the ________. A) culture B) diversity C) internal environment D) climate E) range 23) Marketing information from which type of database usually can be accessed more quickly and cheaply than other information sources? A) external B) LexisNexis C) DataStar D) internal E) ProQuest 24) Competitor intelligence can be collected ________. A) only from people outside the company B) from suppliers, resellers, and customers C) from monitoring the company's own website D) only from internal sources E) only from official corporate documents 25) Of the following combinations, managers would be most likely to start with ________ research and later follow with ________ research. A) exploratory; causal B) descriptive; causal C) descriptive; exploratory D) causal; descriptive E) causal; exploratory 26) Information collected from online databases on the Internet is an example of ________ data. A) primary B) secondary C) observational D) experimental E) ethnographic 27) Which form of data below can usually be obtained more quickly and at a lower cost than the others? A) primary B) survey research C) secondary D) experimental research E) observational research 28) Ethnographic research ________. A) comes from traditional focus groups B) is gathered in consumers in their natural habitat (where people live and work) C) provides secondary data D) is most popular in the service sector E) provides data to marketers when observation is impossible 29) ________ is never simple, yet understanding it is essential to marketers. A) Brand personality B) Consumption pioneering C) Early adoption D) Consumer buying behaviour E) Understanding the difference between primary and secondary data 30) Which of the following is an example of a major force affecting consumer behaviour? A) cultural B) geographical C) philosophical D) channels E) physiological 31) Opinion leaders are sometimes referred to as ________. A) the influentials B) the upper class C) the middle class D) buzz marketers E) networkers 32) Which of the following best describes market segmentation? A) dividing the market into smaller, meaningful groups of customers B) a promise to a group of customers C) evaluating and identifying a meaningful group of customers to serve D) creating a unique offering to provide customer value E) identifying a clear and distinct place in the customer's brain that the brand or company should occupy 33) Which of the following best describes market target? A) dividing the market into smaller, meaningful groups of customers B) a promise to a group of customers C) evaluating and identifying a meaningful group of customers to serve D) creating a unique offering to provide customer value E) identifying a clear and distinct place in the customer's brain that the brand or company should occupy 34) What are the four steps, in order, to designing a customer-driven marketing strategy? A) market segmentation, differentiation, positioning, and targeting B) positioning, market segmentation, mass marketing, and targeting C) market segmentation, targeting, differentiation, and positioning D) market alignment, market segmentation, differentiation, and market positioning E) market recognition, market preference, market targeting, and market insistence 35) Pendergraff Pet Supplies divides the pet market according to the owners' ethnicity, occupation, income, and family life cycle. What type of segmentation does Pendergraff use? A) geographic B) behavioural C) lifestyle D) demographic E) psychographic 36) Purrsonals.com calls itself "the cat lover's social network." Which targeting approach best describes the site's approach? A) undifferentiated marketing B) differentiated marketing C) mass marketing D) niche marketing E) substitute marketing 37) A ________ is defined as anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. A) private brand B) service variability C) service D) product E) service encounter 38) ________ are a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything. A) Line extensions B) Services C) Brands D) Consumer products E) Supplements 39) Product is a key element in a company's ________, which may, at one extreme, consist of pure tangible goods or, at the other extreme, pure services. A) market offering B) brand equity C) brand extension D) co-branding E) core customer value 40) ________ are products and services bought by final consumers for personal consumption. These include convenience products, shopping products, specialty products, and unsought products. A) Services B) Consumer products C) Line extensions D) Industrial products E) Straight extensions