43) Jaster College is having trouble developing a marketing plan. The major problem is that the traditional pool of applicants is decreasing and new student sources must be identified. Also, the competition from other colleges in the area is increasing. The president of Jaster should: a. commission a marketing research study b. step up recruiting efforts c. increase tuition to offset the loss in student revenue d. seek new student sources 44) Which of the following statements about reference groups is NOT true? a. They are a company target market b. They influence the product decisions of consumers c. Their influence is greatest with products that are conspicuous d. They influence the brand decisions of consumers 45) Perception and learning are two of the factors that affect buyer behavior. a. sociocultural b. individual c. physical d. social 46) Which of the following is NOT a type of industrial buyer? a. government agency b. wholesaler c. industrial firm d. agent 47) Which of the following is NOT a primary data collection technique that is frequently used in marketing search? a. market surveys b. consumer research c. observation d. laboratory experiments 48) You are conducting research in order to suggest plans for improving sales of Product Y. In your research, you gather information from the "Census of Retail Trade," from company accounting records, and from previous company studies about Product Y. You have used: a. primary data and internal secondary data b. internal secondary data and external secondary data c. primary data and external secondary data d. primary data, internal secondary data and external secondary data 49) Test marketing is useful for all of the following EXCEPT: a. estimating potential market share for a product b. measuring purchase frequency of different consumer groups c. testing the effectiveness of a promotional change d. coping with unscrupulous competitors 50) Which of the following is required if a firm is to practice market segmentation? a. wide income distribution between segments