9) marketing is the marketing of goods and services from one organization to another. A) Distributive B) Consumer C) E-commerce D) Business-to-business E) Target 10) Which of the following is an example of a transaction that might occur in business-tobusiness marketing? A) Maurice buys a new razor on his way home from work. B) The amateur gardener buys a new wheelbarrow. C) The retail outlet buys athletic shoes to sell in its store. D) The professional chef bakes a birthday cake for her son. E) Robyn's mother hires a math tutor to help Robyn pass algebra. 11) A firm's sales records including back-orders, out of stock items, and customer buying histor are examples of A) marketing intelligence B) acquired data points C) external primary data D) marketing research E) internal company data 12) is the process of collecting, analyzing, and interpreting data about customers, competitors, and the business environment to improve marketing effectiveness. 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 a. sociocultural b. individual factors that affect buyer behavior. 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 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
