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 promotional campaign
B. A marketing research system
C. A marketing information system
D. A marketing intelligence system
E. A marketing database
2) 3M, Hewlett-Packard, Lego, and other companies use the ________ to manage the innovation process.
A. venture team
B. joint- venture system
C. stage-gate system
D. new product “team”
E. skunk works
3) ________ 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. Customer perceived value
B. Failure avoidance rate
C. Perceived usefulness
D. Report rating
E. Competitors market share rate
4) A company can take several steps to improve the quality of its marketing intelligence. If the company purchases competitive products for study, attends open houses and trade shows, and reads competitors’ published reports and stockholder information, the company is using ________ to improve the quality of its marketing intelligence.
A. advisory panels
C. sales force surrogates
D. external networks
E. customer feedback systems
5) A ________ is a set of procedures and sources managers use to obtain everyday information about developments in the marketing environment.
A. marketing intelligence system
B. marketing information system
C. marketing research system
D. product management system
E. vertical system
6) A(n) ________ is any good, service, or idea that is perceived by someone as new.
A. new idea
D. creative product
7) Total customer satisfaction is the general feeling of pleasure or disappointment that results from comparing perceived performance to expectations. To achieve total customer satisfaction, organizations need to_____________.
A. Lower expectations
B. Spend more money
C. Develop marketing campaigns
D. Manage customer experiences
E. Lower prices
8) Particularly when shopping for ego-sensitive products such as perfumes and expensive cars, many consumers use price as an indicator of ________.
9) A ________ consists of a group of customers who share a similar set of needs and wants.
A. market segment
B. market level
C. market slice
D. market group
E. market target
10) A firm has to consider many factors in setting its pricing policy. We list these as a six-step process. Which of the following is NOT one of these steps?
A. Selecting the final price.
B. Selecting a pricing method.
C. Researching reference prices in the target market.
D. Selecting the pricing objective.
E. Determining demand.
11) A marketing manager needs to know the cost of the research project before approving it. During which step in the marketing research process would such a consideration most likely take place?
A. Step 2—develop the research plan.
B. Step 3—information collection
C. Step 1—drafting the research objectives.
D. Step 1—creating decision alternatives.
E. Step 1—defining the problem.
12) Which of the following types of marketing research firms would best be described as one that gathers consumer and trade information which they sell for a fee (e.g., Nielsen Media Research)?
A. General-line marketing research firms
B. Non-profit marketing research firms
C. Specialty-line marketing research firms
D. Syndicated-service research firms
E. Custom marketing research firms
13) Companies normally budget marketing research at ________ percent of company sales.
B. 10 to 12
D. 2 to 3
E. 1 to 2
14) The marketing communications mix consists of six major modes of communications. Which of the following is NOT one of these modes?
C. Sales promotions
D. Direct marketing
E. Personal selling
15) The chief disadvantage to a firm that decides to follow a product specialization strategy in selecting target markets is ________.
A. competitors can easily copy any new product introductions
B. e-commerce becomes difficult for the company
C. the product may be supplanted by an entirely new technology
D. logistics can become a nightmare
E. no synergy exists
16) New-to-the- world products are ________.
A. new products that provide improved performance or greater perceived value and replace existing products
B. existing products that are targeted to new markets or market segments
C. new products that supplement established product lines (package sizes, flavors, and so on)
D. new products that allow a company to enter an established market for the first time
E. new products that create an entirely new market
17) Major retailer types include the following EXCEPT ________.
A. the Internet
C. catalog showroom
D. discount store
E. specialty store
18) Marketing communications can contribute to brand equity by establishing the brand in memory and to________ (in)a brand image.
A. create demand
D. create interest
19) Price has operated as the major determinant of buyer choice among poorer nations, among poorer groups, and with ________ products.
B. over the Internet
20) ________ communicates a company’s intended value positioning of its product or brand to the market.
C. Physical evidence
21) Following the ________ approach to target market selection encompasses a strong knowledge of the segment’s needs, a strong market presence, and operating economies through specializing in production, distribution, and promotion.
A. market specialization
B. product specialization
C. full market coverage
D. single-segment concentration
E. selective specialization
22) Some intermediaries use the following: strategic planning, advanced information systems, sophisticated marketing tools, measure performance on a return-on-investment basis, segment their markets, improve their target marketing and positioning, and ________.
A. dominant the manufacturers they do business with
B. aggressively pursue take over strategies
C. aggressively pursue market expansion and diversification strategies
D. contend with dwindling customer bases
E. aggressively “squeeze” manufacturer margins
23) To reach Generation Y, rock band Foo Fighters created a digital street team that sends targeted e-mail messages to members who “get the latest news, exclusive audio/video sneak previews, tons of chances to win great Foo Fighters prizes, and become part of the Foo Fighters Family.” Which of the following techniques for reaching Generation Y are the Foo Fighters using?
A. Computer games
B. Cool events
C. Online buzz
D. Student ambassadors
E. Unconventional sports
24) The traditional view of conflict is the belief that conflict is _____.
25) The two general approaches to bargaining are known as ________.
A. formal and informal.
B. distributive and integrative
C. legal and restrictive
D. emotional and rational.
E. affective and reflective
26) Which of the following is NOT included in the definition of conflict?
A. something that is cared about
B. disruption of tasks
C. negative effects
27) If no one is aware of conflict, it is generally agreed that _____.
A. conflict is inevitable
B. no conflict exists
C. conflict is psychologically driven as opposed to physically manifest
D. employee-employer relations will be good
E. conflict is subversive
28) Which of the following statements about leadership is true?
A. leaders are hierarchically superior to followers.
B. managers are leaders.
C. Nonsanctioned leadership is as important as or more important than formal influence.
D. leaders are managers.
E. Formal rights enable managers to lead effectively.
29) Which of the following statements best defines a work group?
A. A work group consists of 3 or more people who take on self-supervising responsibilities.
B. A work group interacts primarily to share information, rather than to engage in work that requires joint effort.
C. A work group consists of 3 or more people from across departmental or functional lines.
D. A work group is a group comprised of 10 or more people
E. The performance of a work group is generally greater than the sum of its inputs from individual members.
30) _____ bargaining is negotiation that seeks to divide a “fixed pie.”
31) Examples of off-the-job training include all of the following except _____.
A. Internet courses
B. apprenticeship programs
C. public seminars
E. classroom lectures
32) Between the late 1960s and the mid-1980s, the use of written tests declined because they were characterized as _____.
D. mathematically flawed
33) Which type of skill training has become increasingly important in organizations?
A. problem solving
34) According to a recent survey, about ___ percent of employees working in the 1,000 largest U.S. corporations receive ethics training.
35) _____ can be used to increase the perception that employees are treated fairly.
A. Multiple raters
B. Due process
C. Documenting with a journal
D. Focusing on subjective evaluations
E. Selective evaluation
36) Whenever Jane is successful she takes full credit for what has ha