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Chapter 04 - test bank-basic marketing
Marketing Research (101)
جامعة المنصورة
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Chapter Marketing Environment 1. Marketers can control the external environment in which their organizations operate. ANS: F Although marketers can control the marketing mix and perhaps influence the external environment, they cannot control the external environment in which their organizations operate. PTS: 1 REF: 39 OBJ: TYPE: Comp TOP: AACSB Reflective Thinking Model Strategy 2. Champion Lyte is a sports drink designed to replenish electrolytes lost during activity or illness. Since the product was designed primarily for diabetics, health care professionals who treat diabetics are its primary target market. ANS: F The target market consists of the diabetics for whom the product was designed. PTS: 1 REF: 39 OBJ: TYPE: App TOP: AACSB Reflective Thinking Model Customer 3. Companies use environmental management when they implement strategies that attempt to shape the external environment within which they operate. ANS: T PTS: 1 REF: 40 TOP: AACSB Reflective Thinking Model Strategy OBJ: TYPE: Def 4. Social change is perhaps the most difficult external variable for marketing managers to forecast, influence, or integrate into marketing plans. ANS: T PTS: 1 REF: 40 TOP: AACSB Reflective Thinking Model Strategy OBJ: TYPE: Comp 5. The practice of choosing goods and services that meet diverse needs and interests rather than conforming to a single, traditional lifestyle is known as aggregate lifestyles. ANS: F The term is component lifestyles. PTS: 1 REF: 41 OBJ: TYPE: Def TOP: AACSB Diversity Model Customer 6. The phenomenon of working women has had a greater effect on marketing than has any other social change. ANS: T PTS: 1 REF: 41 TOP: AACSB Diversity Model Customer OBJ: TYPE: Comp 7. Psychography is the study of vital statistics such as their ages and locations. ANS: F Demography is the study of such vital statistics. PTS: 1 REF: OBJ: TYPE: Def TOP: AACSB Reflective Thinking Model Customer 8. Generation Y is the most ethnically diverse generation the nation has ever seen. ANS: T PTS: 1 REF: 42 TOP: AACSB Diversity Model Customer OBJ: TYPE: Comp 9. Generation Y is the first generation of latchkey of divorced households. ANS: F Generation X was the first generation of latchkey children. PTS: 1 REF: 43 OBJ: TYPE: Comp TOP: AACSB Reflective Thinking Model Customer 10. The Hispanic population is driving minority growth in the United States. ANS: T PTS: 1 REF: 44 TOP: AACSB Diversity Model Customer OBJ: TYPE: Comp 11. Multiculturalism occurs when all major ethnic groups in an area are roughly equally represented. ANS: T PTS: 1 REF: 45 TOP: AACSB Diversity Model Customer OBJ: TYPE: Def 12. Rising incomes mean a higher standard of living. ANS: F Not necessarily. Increased standards of living are a function of purchasing power, which is measured comparing income to the relative cost of a set standard of goods and services in different geographic areas. PTS: 1 REF: 46 OBJ: TYPE: Comp TOP: AACSB Reflective Thinking Model Customer 13. Inflation is a measure of the decrease in the value of money, expressed as the percentage reduction in value since the previous year. ANS: T PTS: 1 REF: 46 TOP: AACSB Reflective Thinking Model Pricing OBJ: TYPE: Def 14. An economic recession increases demand for products and services. ANS: F A recession is a period of economic activity characterized negative growth, which reduces demand for goods and services. PTS: 1 REF: 47 OBJ: TYPE: Comp TOP: AACSB Reflective Thinking Model Strategy This act is aimed at financial companies and requires those corporations to tell their customers how they use their personal information and to have policies to prevent fraudulent access to it. PTS: 1 REF: 48 OBJ: TYPE: Def TOP: AACSB Reflective Thinking Model Strategy 22. The competitive environment of a business encompasses the number of competitors the firm must face, the relative size of these competitors, regulatory agencies, and the degree of interdependence within the industry. ANS: F Regulatory agencies are political and legal factors. PTS: 1 REF: OBJ: TYPE: Comp TOP: AACSB Reflective Thinking Model Strategy MULTIPLE CHOICE 1. A(n) is a defined group that managers feel is most likely to buy a product. target market buying center aggregated unit consumer cluster demographic sample ANS: A PTS: 1 REF: 39 TOP: AACSB Reflective Thinking Model Customer a. b. c. d. e. OBJ: TYPE: Def 2. Which of the following statements best describes the typical target market? A target market will remain stable over time, including the same group of consumers. Target markets change over time as consumers drop in or out of the market, and as tastes change. Target markets are not strongly affected changes in the external environment. Target markets only change when the features and benefits of the product offering change. Target markets cannot be specifically defined according to age, income, or location because these factors are continually changing a. b. c. d. e. ANS: B Target markets are defined and described, but they are always changing in response to the environment. PTS: 1 REF: 39 OBJ: TYPE: Comp TOP: AACSB Reflective Thinking Model Customer 3. Colorific recently began competing with Crayola coloring products. At the beginning of the school year, the for Colorific products consists of shoppers. target market a. buying center b. mass market c. consumer sample d. aggregated demography e. ANS: A A target market is a defined group that managers feel is most likely to buy its products. PTS: 1 REF: 39 OBJ: TYPE: App TOP: AACSB Reflective Thinking Model Customer 4. The publisher of Ebony magazine has forged an alliance with Dan River, Inc. to create luxury bed and bath products for the newly developed Ebony Home brand. Ebony Home will use the long history and expertise to market to the African American market. The African American market is the for the Ebony Home brand. target market a. buying center b. aggregated unit c. consumer cluster d. demographic sample e. ANS: A A target market is a defined group that managers feel is most likely to buy a product. PTS: 1 REF: 39 OBJ: TYPE: App TOP: AACSB Reflective Thinking Model Customer 5. The external environment can be controlled in much the same manner as the internal marketing mix cannot be influenced marketing managers does not change over time does not have an impact on Fortune 500 companies must be continually monitored marketing managers a. b. c. d. e. ANS: E The goal in gathering the environmental data is to identify future market opportunities and threats. PTS: 1 REF: 40 OBJ: TYPE: Comp TOP: AACSB Reflective Thinking Model Strategy 6. All of the following are factors in the external environment affecting marketing EXCEPT: marketing mix economic conditions technology political and legal factors competition a. b. c. d. e. ANS: A The marketing mix is created the company. PTS: 1 REF: 40 OBJ: TYPE: Comp TOP: AACSB Reflective Thinking Model Strategy 7. Susan is the director of marketing for a company that sells recreational vehicles and is developing a marketing plan to cover the next five years of business. Which of the following is an uncontrollable factor Susan must consider in her plan? place or distribution factors a. media buying factors b. economic factors c. promotional literature d. pricing strategy for warranty services e. Competitive Demographic d. e. ANS: A Social factors, such as attitudes, values, and lifestyles, influence behavior. PTS: 1 REF: 40 OBJ: TYPE: Comp TOP: AACSB Reflective Thinking Model Customer 12. Which of the following is the most difficult for marketing managers to forecast, influence, or integrate into marketing plans? technology a. social change b. demography c. competition d. economic conditions e. ANS: B Social factors and changes are difficult to foresee, because they are usually slow small changes. PTS: 1 REF: 40 OBJ: TYPE: Comp TOP: AACSB Reflective Thinking Model Strategy 13. Many people in the United States choose to drink light beer because they value thin and fit bodies. In Europe, light beers have had little success because flavor is valued more highly. For international beer manufacturers, this difference illustrates how influence(s) marketing. demography a. competition b. social factors c. economic conditions d. technology e. ANS: C Values are an example of social factors and influence the products that people buy. PTS: 1 REF: 40 OBJ: TYPE: App TOP: AACSB Diversity Model Customer 14. In Asia, Procter Gamble discovered that consumers like to experiment with different brands of shampoos and shy away from the bottles so popular with Americans. Now it sells sachets of shampoo in Asia. responded to factors when it changed its Asian packaging. demographic a. competitive b. technological c. social d. component lifestyle e. ANS: D Social factors influence the products people buy. PTS: 1 REF: 40 OBJ: TYPE: App TOP: AACSB Diversity Model Customer 15. Shark fin soup is a favorite Thai food. When a San organization claimed that the leading soup contained mercury poison, its sales plummeted. The popularity of this soup in Thailand represents a(n) factor while lax enforcement of environmental protection and consumer protection regulations are a(n) factor. technological a. technological b. political and legal c. economic d. technological e. ANS: C Food preferences are a cultural issue, and the lax enforcement of environmental protection laws is a factor. PTS: 1 REF: 40 48 OBJ: TYPE: App TOP: AACSB Reflective Thinking Model Strategy 16. concern for health issues affects the way food is marketed. For example, marketers must now list the number of grams of transfat on a nutrition label because it has recently come to light that this type of fat is harmful. concern for health issues is a(n) factor. economic a. political and legal b. technological c. demographic d. social e. ANS: E Social factors include our attitudes, values, and lifestyles. PTS: 1 REF: OBJ: TYPE: Def TOP: AACSB Reflective Thinking Model Strategy 17. Quaker Oats and other cereal manufacturers have developed what they call breakfast bars and drinks that can be consumed while commuting. The popularity of food is largely the result of changes in factors. natural environmental a. demographic b. technological c. social d. political e. ANS: D Social factors include our attitudes, values, and lifestyles. PTS: 1 REF: OBJ: TYPE: App TOP: AACSB Reflective Thinking Model Strategy 18. What do upward mobility, work ethic, and conformity have in common? These are no longer valued attitudes They are attitudes that can easily be changed These are three perceptions that Americans have of the Asian lifestyle These are three of the core values that influence lifestyles in the United States They are the determinants of a component lifestyle ANS: D a. b. c. d. e. 22. If you were to ask Americans what they most desire to make their lives easier, most will want more time. This feeling that there are not enough hours in a day is an example of a(n) factor that has strongly influenced the marketing environment. social a. economic b. legal c. demographic d. component lifestyle e. ANS: A Social factors include our attitudes, values, and lifestyles. Lack of time is due to lifestyles. PTS: 1 REF: 40 OBJ: TYPE: Comp TOP: AACSB Reflective Thinking Model Customer 23. Lee Siracca owns two horses, brews his own beer, participates in the civic arts commission, enjoys talk radio, hikes on wilderness trails, and competes in rodeos. All of these diverse needs and interests influence his choices of the goods and services he buys. Lee has component lifestyle a. demographically oriented lifestyle b. multicultural demographic position c. fragmented market orientation d. segmented buying strategy e. ANS: A A component lifestyle pieces together products and services that fit a variety of interests and needs, and does not conform to any particular stereotype. PTS: 1 REF: 41 OBJ: TYPE: App TOP: AACSB Reflective Thinking Model Customer 24. The growth of families has resulted in: burnout a sense of entitlement decreased discretionary income decreased GNP increased purchasing power a. b. c. d. e. ANS: E families have the money to exercise more options when purchasing. PTS: 1 REF: 41 OBJ: TYPE: Comp TOP: AACSB Reflective Thinking Model Customer 25. Which of the following events has had the greatest effect on marketing? the growing number of families the increasing number of immigrants from Northern Europe the growing number of people on the Internet the increasing number of working women the growing number of people of retirement age who are continuing work a. b. c. d. e. ANS: D The phenomenon of working women has probably had a greater effect on marketing than any other social change. PTS: 1 REF: 41 OBJ: TYPE: Comp TOP: AACSB Reflective Thinking Model Customer 26. The study of vital statistics, such as their ages, births, deaths, and locations, is called: cultural sociology a. psychometrics b. ecology c. ethnography d. demography e. ANS: E This is the definition of demography. PTS: 1 REF: OBJ: TYPE: Def TOP: AACSB Reflective Thinking Model Customer 27. Zimmer Centralpulse is the largest producer of replacement hips and knees for orthopedic surgery. It is particularly interested in marketing in the southwestern United States, where a large aging population lives. Which external environmental element most directly explains its continued growth? economic conditions a. political conditions b. culture c. demography d. social forces e. ANS: D Demography considers the age of the target market. PTS: 1 REF: 42 OBJ: TYPE: App TOP: AACSB Reflective Thinking Model Customer 28. Which of the following is NOT a demographic characteristic of a population? income level age values education birthrate a. b. c. d. e. ANS: C Values are a social factor. PTS: 1 REF: 42 OBJ: TYPE: Comp TOP: AACSB Reflective Thinking Model Customer 29. Riot Media is a media and toy company that capitalizes on the humor enjoyed boys ages 8 through 14. In other words, it targets members of Generation X a. a cohort generation b. tweens c. ba boomers d. the ba bridging generation e. ANS: C ANS: E PTS: 1 REF: 43 TOP: AACSB Diversity Model Customer OBJ: TYPE: Def 34. Merissa Champlain designs and sells clothes for young working women. Her marketing managers recently told her that be in financial trouble unless she starts designing clothes suited to Gen Yers. Why is this? Gen Yers are picky a. Gen Yers are more multicultural b. Ba boomers provide all of the disposable income for Gen Y members c. Demographically, Gen Yers are an extremely large group of consumers d. Gen Yers are easily swayed traditional promotion media e. ANS: D The size of this group makes them especially important to all marketers. PTS: 1 REF: 42 OBJ: TYPE: Comp TOP: AACSB Diversity Model Customer 35. The group of people in the United States who were born between 1946 and 1964 are known as: Generation Xers a. gray markets b. synergistic cohorts c. the ba bust generation d. ba boomers e. ANS: E Ba boomers are considered to be mass market. PTS: 1 REF: 43 OBJ: TYPE: Def TOP: AACSB Diversity Model Customer 36. Which of the following represents the largest group of consumers in the United States? tweens Gen Y Gen X ba boomers boomerangs a. b. c. d. e. ANS: D Ba boomers comprise 77 million people, Gen X 40 million, Gen Y 60 million, and Tweens 29 million. PTS: 1 REF: 43 OBJ: TYPE: Comp TOP: AACSB Reflective Thinking Model Customer 37. The majority of Hispanic Americans are of descent. Mexican Puerto Rican Spanish South American Cuban ANS: A a. b. c. d. e. Nearly 60 percent of Hispanic Americans are of Mexican descent. The next largest group, Puerto Ricans, make up just under 10 percent of Hispanics. All others each account for less than 5 percent of all Hispanics. PTS: 1 REF: 44 OBJ: TYPE: Comp TOP: AACSB Diversity Model Customer 38. Which ethnic group has the highest average family income? Hispanic Americans African Americans Asian Americans South Americans Cuban Americans a. b. c. d. e. ANS: C Asian Americans, who represent only 4 percent of the U. population, have the highest average family income of all groups. PTS: 1 REF: 45 OBJ: TYPE: Comp TOP: AACSB Diversity Model Customer 39. A multicultural society is characterized : a population of recent immigrants that are closely related custom and tradition a conglomeration of small and large ethnic groups that have little in common even distribution of all ethnic groups in a geographic region effective techniques one large dominating racial or ethnic group in a geographic area a. b. c. d. e. ANS: C Multiculturalism occurs when all major ethnic groups in an area are roughly equally represented. PTS: 1 REF: 45 OBJ: TYPE: Def TOP: AACSB Diversity Model Customer 40. Consider a small southern town where almost half the residents are African Americans and the rest whites. Nearly all of the residents can trace their arrivals in the community back at least four generations. This town is an example of a: market aggregation a. mass market b. psychographic target market c. metropolitan statistical area d. multicultural society e. ANS: E Multiculturalism occurs when all major ethnic groups in an area are roughly equally represented. PTS: 1 REF: 45 OBJ: TYPE: App TOP: AACSB Diversity Model Customer 41. A company that specializes in planning and organizing large family reunions has hired you to identify 25 geographic target markets that are also examples of multicultural societies. What types of locations should you offer this firm? cities that have historically had low immigration rates a. traditional test markets b. regions that are dominated one ethnic group and that have multiple smaller ethnic c. 45. Four dollar a gallon gasoline was unimaginable when mechanical gas pumps first appeared in the United States in the 1930s. Their spinning dials cannot register sales beyond which will not fill up many SUVs. The pumps can be modernized for about but the company that provides this service has a huge backlog. This is an example of how factors affect small convenience stores and service stations. technological and cultural a. competitive and natural b. economic and technological c. cultural and economic d. demographic and marketing mix e. ANS: C The retrofittings for the pumps are a technological factor, and the increasing price of gas is an economic factor. PTS: 1 REF: 46 47 OBJ: TYPE: App TOP: AACSB Technology Model Strategy 46. is measured comparing the relative cost of a standard of goods and services in different geographic areas. Gross individual profit a. Purchasing power b. Net profit c. Relative pricing d. Price escalation e. ANS: B Another way to think of purchasing power is income minus the cost of living (i., expenses). PTS: 1 REF: 46 OBJ: TYPE: Def TOP: AACSB Reflective Thinking Model Customer 47. The higher your the higher your purchasing power: gross income social class disposable income cost of living inflation index a. b. c. d. e. ANS: C Purchasing power is measured comparing income to the relative cost of a set standard of goods an services. It is a aligned with net income, or income minus a standard set of expenses. Assuming a constant income, the higher the cost of living (the expenses), the lower the purchasing power is. PTS: 1 REF: OBJ: TYPE: Comp TOP: AACSB Reflective Thinking Model Customer 48. All of the following are taken into account in a cost of living index EXCEPT: income housing food and groceries health care entertainment a. b. c. d. e. ANS: A In general, a cost of living index takes into account housing, food and groceries, transportation, utilities, health care, and miscellaneous expenses such as clothing, services, and entertainment. PTS: 1 REF: 46 OBJ: TYPE: Comp TOP: AACSB Reflective Thinking Model Customer 49. is measure of the decrease in the value of money, expressed as the percentage reduction in value since the previous year. Inflation a. Recession b. Depression c. Consumer d. Price escalation e. ANS: A This is the definition of inflation. PTS: 1 REF: 46 OBJ: TYPE: Def TOP: AACSB Reflective Thinking Model Pricing 50. A period of economic activity characterized negative growth, which reduces demand for goods and services, is called: stagnation a. inflation b. recession c. price escalation d. parity e. ANS: C A recession is a period of economic activity characterized negative growth. PTS: 1 REF: 47 OBJ: TYPE: Def TOP: AACSB Reflective Thinking Model Pricing 51. The main product for Zamperla Industries is gondola cars for amusement park rides and ski lifts. Its marketing department constantly monitors trends in the external environment that might affect the firm. Which economic factor may pose a major threat to this company? few competitors in this industry a. technological improvements that are automating production of cars b. a recession c. increasing interest in the environment and recycling d. existing legislation requiring licensing of all amusement park rides e. ANS: C A recession is a period of economic activity characterized negative growth, which reduces demand for goods and services. PTS: 1 REF: 47 OBJ: TYPE: App TOP: AACSB Reflective Thinking Model Pricing 52. Shab Chic fashion boutique has responded to economic trends placing an emphasis on improving the quality of merchandise it offers, improving customer service, and reducing its cost of goods sold because consumers are not shopping as much as they used to due to lower purchasing power. Shab Chic is apparently dealing with which level of economic activity? PTS: 1 REF: 47 OBJ: TYPE: App TOP: AACSB Technology Model Strategy 56. The two types of research are: basic and applied primary and secondary profit and domestic and global basic and advanced a. b. c. d. e. ANS: A Basic research attempts to expand the frontiers of knowledge but is not aimed at a specific, pragmatic problem. Applied research, in contrast, attempts to develop new or improved products. PTS: 1 REF: 47 OBJ: TYPE: Def TOP: AACSB Reflective Thinking Model Research 57. Which type of research is also called pure research and attempts to expand the frontiers of knowledge but is not aimed at a specific, pragmatic problem? applied a. basic b. primary c. secondary d. synergistic e. ANS: B Basic research aims to confirm an existing theory or to learn more about a concept or phenomenon. PTS: 1 REF: 47 OBJ: TYPE: Def TOP: AACSB Reflective Thinking Model Research 58. Juan is a marketing professor researching consumer processes. Specifically, he is examining if including a picture in a print advertisement is more effective than not including a picture in influencing attitude toward the advertisement and brand advertised. He is not researching any specific brand, but rather he is interested in testing Dual Coding theory that predicts that pictures will have a more positive impact on attitudes. Juan is conducting research. secondary a. basic b. applied c. complex d. synergistic e. ANS: B Basic research aims to expand the frontiers of knowledge but is not aimed at a specific, pragmatic problem. PTS: 1 REF: 47 OBJ: TYPE: App TOP: AACSB Reflective Thinking Model Research 59. Which type of research attempts to develop new or improved products? basic synergistic secondary primary a. b. c. d. applied e. ANS: E Applied research is focused on a specific marketing problem, such as developing new or improved products. PTS: 1 REF: 47 OBJ: TYPE: Def TOP: AACSB Reflective Thinking Model Research 60. A marketing researcher is conducting a focus group interview with a group of working mothers to learn how Kraft can better meet their needs for convenience foods. What type of research does this represent? basic a. applied b. secondary c. synergistic d. idiosyncratic e. ANS: B Applied research attempts to develop new or improved products. PTS: 1 REF: 47 OBJ: TYPE: App TOP: AACSB Reflective Thinking Model Research 61. Almost any product in India, from tap water to milk, has traces of toxins due to the overuse and misuse of insecticides Indian farmers, but the government expects multinational corporations (MNCs) operating in India to produce food that is In this way both factors influence the operating environment for foreign firms. social and technological a. legal and technological b. economic and legal c. economic and social d. technological and demographic e. ANS: B It is technological in that the insecticides are a product of technology. The expectations for MNCs are a product of the legal environment. PTS: 1 REF: OBJ: TYPE: App TOP: AACSB Reflective Thinking Model Strategy 62. Laws and regulations of various governments and their ongoing development and change are an example of factors that are part of all external environment. economic investment a. political and legal b. research and development c. competitive d. demographic e. ANS: B Every aspect of the marketing mix is subject to laws and regulations, which are part of the political and legal environment. PTS: 1 REF: OBJ: TYPE: Def TOP: AACSB Technology Model Strategy
Chapter 04 - test bank-basic marketing
Course: Marketing Research (101)
University: جامعة المنصورة
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