Marks: 1

Companies that "put the consumer first" in their business thinking and planning are exhibiting a ________.
Choose one answer. a. production orientation b. product orientation c. marketing orientation d. selling orientation Question2 Marks: 1

In general, a market leader will have about ________ of the total market in relation to other competitors.
Choose one answer. a. 50 percent b. 40 percent c. 60 percent d. 30 percent Question3 Marks: 1

Vertical coordination can facilitate stronger customer-seller ties but at the same time may increase the risk to consumers and suppliers ________ (e.g., those expenditures tailored to a particular company and value chain partner).
Choose one answer. a. independent operations b. leverage ability c. logistics channel d. specific investments Question4 Marks: 1 ________ assumed that the psychological forces shaping peoples behavior are largely unconscious, and that a person cannot fully understand his or her own motivations. Choose one answer.

a. Abraham Maslow b. Frederick Herzberg c. Ernest Dichter d. Sigmund Freud Question5 Marks: 1

In cases of ________, the consumer needs a great deal of information to establish a set of criteria on which to judge specific brands and a correspondingly large amount of information concerning each of the brands to be considered.
Choose one answer. a. limited problem solving b. routinized response behavior c. extensive problem solving d. economic problem solving Marks: 1

In the purchasing decision process, the ________ are those who have the power to prevent sellers or information from reaching members of the buying center.
Choose one answer. a. approvers b. gatekeepers c. deciders d. initiators Question7 Marks: 1

A segment is unattractive when there are actual or potential ________ for the product.
Choose one answer. a. substitutes b. unclear demand c. competitors

d. profit fluctuation Question8 Marks: 1

Carol is in charge of purchasing at Mercy Hospital. When she puts in an order for towels for the hospital, she is acting as a/n ________.
Choose one answer. a. Individual buyer b. for profit buyer c. team buyer d. business buyer Question9 Marks: 1

The demand for business goods is ultimately derived from the demand for ________.
Choose one answer. a. electronics b. consumer goods c. business solutions d. e-commerce Question10 Marks: 1

Using the marketing approach to competition, ________ are companies that satisfy the same customer need.
Choose one answer. a. entrepreneurs b. competitors c. partners d. followers 11 Marks: 1

Webster cautions that ultimately, ________ make purchasing decisions.

a. third parties b. individuals, not organizations c. organizations, not individuals d. only senior managers Question12 Marks: 1

Which of the following best describes the premise of Theodore Levitts Innovative Imitation article?
Choose one answer.

a. Product imitation might be as profitable as a strategy of product in b. Imitation is wrong and should be punished. c. Innovation is not possible without substantial imitation.

d. Innovation cannot begin unless dissatisfaction with imitation occu Question13 Marks: 1

The ________ portrays a world of perfect competition in which the consumer is characterized as making rational decisions.
Choose one answer. a. passive consumer model b. emotional consumer model c. economic consumer model d. cognitive consumer model Question14 Marks: 1

Charles Revson of Revlon observed: In the factory, we make cosmetics; in the store, ________.
Choose one answer. a. we sell quality b. we make profits

c. we sell hope d. we challenge competitors Question15 Marks: 1

The ________ is the central instrument for directing and coordinating the marketing effort.
Choose one answer. a. corporate mission b. strategic plan c. marketing plan d. tactical plan 16 Marks: 1

Organised retailing is perhaps one of the best illustrations of the threat of ________ found in Porters model.
Choose one answer. a. suppliers growing bargaining power b. buyers growing bargaining power c. new entrants d. intense segment rivalry Question17 Marks: 1

The business buyer faces many decisions in making a purchase. The number of decisions depends on the buying situation. All of the following examples are appropriate to the preceding EXCEPT ________.
Choose one answer. a. newness of the buying requirement b. applicability of situation to mission statement c. time required d. complexity of the problem being solved Question18 Marks: 1

During market segmentation analysis, the marketer identifies which segments present the greatest opportunity. These segments are called ________.
Choose one answer. a. primary markets b. target markets c. focused markets d. demographic markets Question19 Marks: 1

________ is defined as being relatively homogeneous and enduring divisions in a society, which are hierarchically ordered and whose members share similar values, interests, and behavior.
Choose one answer. a. Culture b. A group c. Social class d. Subculture Question20 Marks: 1

Being a market leader is often a difficult position to maintain and defend. The market leader must protect its current market share through good defensive and offensive actions. Second, the firm can try to increase its market share, even if the market size remains constant. What is the third course of action recommended for market leaders?
Choose one answer. a. The firm must pursue markets others do not want. b. The firm must find be a cost leader. c. The firm must find ways to expand total market demand. d. The firm must strive to win promotional awards. Marks: 1 The fundamental determinant of a persons wants and behavior is the persons ________. Choose one answer.

a. family tree b. peer group c. culture d. national origin Question22 Marks: 1

In a ________ company, the obsession of the company is with the customer, not the competition.
Choose one answer. a. niche-centered b. customer-centered c. promotion-centered d. cost-centered Question23 Marks: 1

In the purchasing decision process, the ________ are those who request that something be purchased. They may be users or others in the organization
Choose one answer. a. deciders b. influencers c. users d. initiators Question24 Marks: 1

The practice of transmitting individualized messages using e-mail, mobile devices, and even door-to-door presentations to deliver personalized messages to individuals is known as ________.
Choose one answer. a. narrowcasting b. mass marketing c. functional marketing

d. broadcasting Question25 Marks: 1

Of the four Ps of the marketing mix, place includes ________.

Packaging and warranties are elements of which of the four Ps?

________ is a micro process that focuses on the stages through which an individual consumer passes when deciding to accept or reject a new product.
Choose one answer. a. Adoption b. Diffusion c. Innovation d. Introduction Question28 Marks: 1

A key driver of sales frequency is the ________ rate.

a. product consumption b. product disposal c. product refusal d. product utility Question29 Marks: 1

Industry boundaries are blurring at an incredible rate as companies are recognizing that new opportunities lie at the intersection of two or more industriesthis is called ________.
Choose one answer. a. customization b. globalization c. industry convergence d. heightened competition Question30 Marks: 1

All of the following are considered to be viable market follower strategies EXCEPT ________.
Choose one answer. a. innovator b. cloner c. counterfeiter d. imitator 1 Marks: 1

In a hypercompetitive economy such as ours, a company can win only by fine-tuning the value delivery process and choosing, providing, and ________ superior value.
Choose one answer. a. selecting target markets with b. composing c. developing

d. communicating Question32 Marks: 1

________ refers to the development of a distinct image for the product in the mind of the consumer.
Choose one answer. a. Segmenting b. Promotion c. Positioning d. Targeting Question33 Marks: 1

The ________ promises to lead to more accurate levels of production, more targeted communications, and more relevant pricing.
Choose one answer. a. Information Age b. Age of Globalization c. Age of Deregulation d. Production Age Question34 Marks: 1

________ is composed of all those individuals and groups who participate in the purchasing decision-making process, who share some common goals and the risksarising from their decisions.
Choose one answer. a. The marketing sales team b. Engineering support c. The buying center d. The logistics center Question35 Marks: 1

The bundle of costs customers expect to incur in evaluating, obtaining, using, and disposing of the given market offering, including monetary, time, energy, and psychic costs is called the ________.
Choose one answer. a. shoppers fatigue b. total customer cost c. analysis paralysis d. comparison buying ratio 6 Marks: 1

Marketing is both an art and a sciencethere is constant tension between the formulated side of marketing and the ________ side.
Choose one answer. a. management b. creative c. selling d. behavior Question37 Marks: 1

Most companies aim their competitive shots at ________ competitors, because this requires fewer resources per share point gained.
Choose one answer. a. strong b. weak c. distant d. good Question38 Marks: 1

At the heart of any marketing program is the ________the firms tangible offering to the market.
Choose one answer.

a. service offer b. product c. packaging d. sales support team Question39 Marks: 1

In cases of ________, consumers have already established the basic criteria for evaluating the product category and the various brands in the category, but have not fully established preferences concerning a select group of brands.
Choose one answer. a. limited problem solving b. routinized response behavior c. extensive problem solving d. economic problem solving Question40 Marks: 1

All of the following are considered to be major entry barriers in markets EXCEPT ________.
Choose one answer. a. economies of scale b. patents and licensing requirements c. high capital requirements d. product or service line