BUA 2209 Midterm Exam 1 Generation Xers are given that name because Marketing at Work 3 2 a they hate police and all forms of authority b they lie in the shadow of the boomers and lack obvious distinguishing characteristics c they are yuppies and dinks d they believe in Malcolm X as a hero figure 2 consists of dividing a market into distinct groups of buyers on the basis of needs characteristics or behavior who might require separate products or marketing mixes a Product differentiation b Market segmentation c Market targeting d Market positioning 3 The is the collection of businesses and products that make up the company a business strategy group b business portfolio c business cartel d business organization 4 Product price place and promotion are all controllable tactical marketing tools found in the company s a positioning plan b marketing analysis division c marketing mix d marketing support system 5 One of the most common problems with using internal database information is that a since it was probably collected for some other purpose it may be incomplete or wrong b it is usually expensive to retrieve c top executives are usually unwilling to relinquish data therefore the data has limits d the data is almost always unsecured and therefore suspect as to reliability 6 One of the greatest problems in obtaining and accessing information that is relevant to a marketing manager is a the intelligence of the manager b the cost of obtaining the information c the number of people that are seeking the information d a cataloging system for the information 7 When Campbell Soup makes Cajun gumbo soup for Louisiana and Mississippi and nacho cheese soup for Texas and California it is practicing segmentation a geographic b demographic c psychographic d behavioral variable Page 2 8 All of the following are major variables that can be used to segment business markets EXCEPT a operating characteristics b psychographics c demographics d situational factors 9 Marketing myopia or the tendency to focus too narrowly the scope of one s business is a risk of which philosophy of business a The marketing concept b The product concept c The production concept d The selling concept 10 In a strategic business planning grid an industry attractiveness index is used to appraise market growth rate All of the following factors might be considered to be part of such an index EXCEPT a sales effectiveness b market size c market growth rate d amount of competition 11 The is characterized by the idea that consumers will not buy enough of the organization s products unless the organization undertakes a large scale selling and promotion effort a marketing concept b product concept c production concept d selling concept 12 A common and inexpensive way to collect data on competition is a hire away their employees b monitor their cell phone conversations c monitor their Web site for changing information d pay their cleaning staff for trash that is collected daily 13 Which of the following best identifies cause related marketing Marketing at Work 3 4 a Lawyers attempt to protect the firm from frivolous law suits b Consumer protection from harmful products and defects that caused them c The linking of the purchase of a company s products or services with fundraising for worthwhile causes or charitable organizations d The linking of objectives to responsibility for actions taken in the marketplace Page 3 14 If a company chooses considering its options on the product market expansion grid to offer new styles sizes or colors to its existing market the company would be following which of the following general strategies listed below a Market penetration b Market development c Product development d Diversification 15 In terms of the buying center roles those who help define the specifications and provide information for evaluating the alternatives are called a users b influencers c buyers d deciders 16 All of the following are advantages of using secondary data EXCEPT a secondary data can be obtained from either internal or external sources b secondary data can be obtained more quickly than primary data c secondary data usually costs more but is usually worth it than primary data d secondary data can often provide data an individual company cannot collect on its own 17 The business philosophy that seeks a balance between satisfying short run consumer wants and ensuring long run consumer welfare is a the marketing concept b the product concept c the selling concept d the societal marketing concept 18 When personal interviewing involves inviting six to ten people to gather for a few hours with a trained interviewer to talk about a product service or organization the method is called a selective sponsorship b probing c focus group interviewing d the Delphi method 19 The marketing research process is best described as having four distinct steps Which of the following is NOT one of those steps Figure 4 2 a Define the problem and research objectives b Monitor competitive processes and databases c Develop the research plan for collecting information d Implement the research plan collect and analyze the data Page 4 20 Arranging for a product to occupy a clear distinctive and desirable place relative to competing products in the minds of target consumers is called a mass marketing b target marketing c market segmentation d market positioning 21 As related to lifestyles AIO dimensions would best be described as being a accounts inventories and organizations b abilities influences and order c activities interests and opinions d acceptance involvement and operations 22 The greatest barrier to effectively marketing and communicating with the Asian American consumer is the a tendency for this group to save 25 of their income b language and cultural traditions of this group c the dominance of the female as the primary purchasing agent for this group d inability to find the head of the household in this group 23 If a consumer develops second thoughts after they have purchased a product because of new information they have received about unchosen product alternatives they will be experiencing what is called a learning depression syndrome b variety seeking conclusions c consumer grief d postpurchase dissonance 24 If a marketing researcher were to obtain information about light medium and heavy users of a product as a means to segment the market based on these categories the researcher would be exploring or practicing Table 7 1 a geographic