1) _______ consists of people, equipment, and procedures to gather, sort, analyze, evaluate,
and distribute needed, timely, and accurate information to marketing decision makers.
A. A marketing information system
B. A marketing research system
C. A marketing intelligence system
D. A promotional campaign
E. A marketing database
2) A ________ is “unpredictable, short-lived, and without social, economic, and political
3) A ________ is a direction or sequence of events that has some momentum and durability;
the shape of the future is revealed and many opportunities are provided.
4) The main demographic force that marketers monitor is(are) ________.
C. communication (such as advertising)
D. government reports dealing with birth rates
5) Which of the following would be the best illustration of a subculture?
A. A softball team.
B. A university alumni association.
D. A Boy Scout troop.
E. Frequent flyers.
6) ________ is the difference between the prospective customer’s evaluation of all the
benefits and all the costs of an offering and the perceived alternatives.
A. Failure avoidance rate
B. Report rating
C. Customer perceived value
D. Competitors market share rate
7) A ________ customer is a person, household, or company that over time yields a revenue
stream that exceeds by an acceptable amount the company’s cost stream of attracting, selling, and servicing that customer.
8) The aim of customer relationship management (CRM) is to produce high customer ______.
9) Next to the customers in a modern customer-oriented organization chart, we would expect to find the ________ of an organization.
A. top management
B. marketing department
C. middle management
D. front-line people
E. service department
10) If a company were to focus its marketing efforts on all the experiences the customer will
have on the way to obtaining and using the offering, it would be focusing its marketing efforts
on the customer’s ________.
A. perception system
B. cost versus benefit system
D. psychological system
E. value-delivery system
11) ________ is the study of how individuals, groups, and organizations select, buy, use, and
dispose of goods, services, ideas, or experiences to satisfy their needs and wants.
A. Target marketing
B. Psychographic segmentation
D. Consumer behavior
E. Product differentiation
12) The fundamental determinant of a person’s wants and behavior is the person’s ________.
B. national origin
D. peer group
E. family tree
13) Which of the following would be the best illustration of a subculture?
A. A religion.
B. A group of close friends.
C. Your university.
D. A fraternity or sorority.
E. Your occupation.
14) People choose products that reflect and communicate their role and actual or desired
________ in society.
15) The buying process starts when the buyer recognizes a _________.
B. an advertisement for the product
C. a salesperson from a previous visit
D. problem or need
E. an internal cue
16) In ________ marketing, the seller engages in the mass production, mass distribution, and
mass promotion of one product for all buyers.
17) A ________ consists of a group of customers who share a similar set of needs and wants.
A. market target
B. market group
C. market slice
D. market segment
E. market level
18) The marketer ________ the segments; the marketer’s task is to identify the segments and
decide which one(s) to target.
C. does not create
D. rarely controls
19) If a marketing manager observes that his or her market shows no natural segments and
consumers seem to have roughly the same preferences, the marketing manager will most
likely be faced with a ________ preferences pattern.
.20) Two broad groups of variables are used to segment consumer markets. One method uses
descriptive characteristics such as geography. The other method is to form segments by
looking at ________ considerations.
21) If a marketer decides that segmenting a market based on neighbourhoods, the marketer will have chosen the ________ method of segmentation.
E. social class
22) Men and women tend to have different attitudinal and behavioral orientations, based partly on genetic makeup and partly on ________.
23) To be useful, market segments must rate favorably on five key criteria. In the ________
criterion, effective programs can be formulated for attracting and serving the segments.
24) In evaluating different market segments, the firm must look at two factors: the segment’s
overall attractiveness and ________.
A. company’s objectives and resources
B. the product to be sold
C. the purchasing process
D. competition’s strategies
E. the global nature of the product
25) In ________ marketing, the firm operates in several market segments and designs
different products for each segment.
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