Marketing部分考試題庫

Definingthefollowingterms.(20points)

utility

marketingconcept

customervalue

marketsegmentation

product

II.Trueorfalse(25points):

Marketingcreatestaskutility,butnottimeorplaceutility.

2.Competitivebarriersareconditionsthatmakeitdifficulttocompeteinamarket.

3.Marketingisbasicallysellingandadvertising.

4.Theobjectivesofafirmshoulddirecttheoperationofthemarketingdepartment,butaren'timportanttotherestofthebusiness.

5.Placingtheinterestsofindividualconsumersbeforetheinterestsofbusinessisnationalism.

6.Adecisionsupportsystem(DSS)isacomputerprogramthatmakesiteasyforamarketingmanagertogetanduseinformationasheorsheismakingdecisions.

7.Useofthescientificmethodinmarketingresearchhelpsmanagersmakethebestdecisionspossible.

8.Definingtheproblemisthefirststepinmarketingresearchandisusuallytheeasiestjobfortheresearcher.

9.Onereasonforthepopularityofmailsurveysisthattheresponseratesareusuallyveryhigh.

10.Accordingtoeconomists,consumersare"economicbuyers"whologicallyevaluatechoicesintermsofcostandvaluereceivedtogetthegreatestsatisfactionfromspendingtheirtimeandmoney.

11．Motivationtheorysuggeststhataconsumerwouldnottrytosatisfyphysiologicalandsafetyneedsuntilsocialandpersonalneedshavebeencompletelysatisfied.

12．Reinforcementofaresponsedecreasesthelikelihoodofthesameresponsethenexttimethedriveoccurs.

13.Amarketisagroupofsellerswhooffersubstitutewaysofsatisfyingcustomerneeds.

14.Marketsegmentationsaysthattargetmarketersshoulddeveloponegoodmarketingmixaimedatafairlylargemarket.

15.A"substantial"marketsegmentisonethatisbigenoughtoproducealargesalesvolume.

16.Planningplaceandpromotionelementsofamarketingmixisespeciallydifficultifthedimensionsofaproduct-marketarenotoperational.

17.The"product"areaisconcernedwithwhatgoodsandservicesareproduced,butnotwithdecisionsaboutinstallation,instructionsonuse,packaging,abrandname,awarranty,orafter-saleservice.

18.Consumerproductsthatareboughtoften,routinely,andwithoutmuchthoughtarestaples.

19.Fordifferentpeople,thesameproductmightbeaconvenienceproduct,ashoppingproduct,oraspecialtyproduct.

20."Branding"includestheuseoftrademarksandbrandnamestoidentifyaproduct.

21.Buying,selling,transporting,andstoringarealluniversalmarketingfunctions.

22.Comparedtointensivedistribution,selectivedistributiongivesaproduceragreateropportunityforprofitbutusuallymakesitmoredifficultforintermediariestomakeaprofit.

23.Themarketingmanager'spromotionjobistotelltargetcustomersthattherightproductisavailableattherightplaceattherightprice.

24.Salespromotionisspecialadvertisingorpersonalsellingthatisaimedatintermediariesinthechannel.

25.Amarkupisthedollaramountaddedtothecostofproductstogetthesellingprice.

III.Multiplechoices(35points):

1.Micro-marketing

A)anticipatescustomerneedsanddirectsneed-satisfyinggoodsandservicesfromproducertocustomer.

B)appliestoNortel(afor-profitcompany).

C)appliestoMountainEquipmentCo-op(anon-profitco-operative)

D)ismorethanpersuadingcustomers.

E)alloftheabove.

2.WhichofthefollowingisNOTabasicobjectiveofallfirms?

A)organizetocarryonthebusinessandimplementitsstrategies

B)dosomethingusefulforsociety

C)becomeamonopolybydrivingcompetitorsoutofbusiness

D)earnaprofit

E)Alloftheabovearebasicobjectives.

3.Effectivemicro-marketingshouldbeginwith:

A)adecisionaboutwhatthefirmcanproduceefficiently.

B)evaluationoftheeffectofthefirm'sdecisionsonthemacro-marketingsystem.

C)potentialcustomerneeds.

D)themarketingmanagermakingimportantproduction,accounting,andfinancialdecisionsforthefirm.

E)anefforttopersuadeunwillingcustomerstobuythefirm'sproducts.

4.Themarketingconceptcanbeappliedby:

A)nonprofitclinics.

B)nationalparks.

C)cosmeticmanufacturers.

D)anursesassociation.

E)alloftheabove.

5.Whensettingobjectivesforthewholefirm,topmanagementshould:

A)setobjectivesbeyondwhatcanactuallybeachievedsoeveryonewillworkharder.

B)involvethemarketingmanagerintheobjectivesettingprocess.

C)sticktogeneralobjectivesinordertomaintainflexibility.

D)setobjectivesthatfocusonthehighestpossibleimmediateprofitpotential.

E)alloftheabove.

6.Amarketinganalystforaseafoodprocessorreportsthatarisingpercentageofpeopleareeatingfishbecauseithaslessfatthanbeef.Clearly,thisfirm'sopportunitiesmayimprovewiththischangeinthe:

A)politicalandlegalenvironment.

B)competitiveenvironment.

C)economicenvironment.

D)technologicalenvironment.

E)culturalandsocialenvironment.

7.Whengettinginformationformarketingdecisions,themarketingmanager:

A)mayneedtomakesomedecisionsbasedonincompleteinformation.

B)mayneedtorelyoninstinctstomakesomedecisions.

C)shouldhaveaccesstoongoinginformationaboutbusinessperformance.

D)Alloftheabovearetrue.

E)Noneoftheaboveistrue.

8.Procedurestogatherandanalyzenewinformationtohelpmarketingmanagersmakedecisionsarecalled:

A)marketingresearch.

B)statisticaltechniques.

C)nalyticalresearch.

D)strategyplanning.

E)operationalplanning.

9.Marketingresearch:

A)isusefulforstrategyplanningbutnotforoperationalplanning.

B)shouldbeplannedbyresearchspecialistsonly,becauseitrequirestechnicalstatisticaltechniques.

C)shouldgatherasmuchinformationaspossible.

D)islikelytobemoreeffectivewhenguidedbythestrategyplanningframework.

E)Alloftheabovearetrue.

10.Whichofthefollowingstatementsconcerningsecondarydataiscorrect?

A)Secondarydatausuallytakeslongertoobtainthanprimarydata.

B)Secondarydataisonlyavailablewithinthefirm.

C)Secondarydatawasoriginallycollectedforsomeotherpurpose.

D)Alloftheabovearecorrect.

E)Noneoftheabovearecorrect.

11.WhichofthefollowingwouldNOTbeasourceofprimarydata?

A)observationstudies

B)surveys

C)focusgroups

D)TheFinancialPost

E)markettests

12.Whichmethodofquantitativeresearchwouldprobablyproducethebestresultswhenthequestionsaresimpleandrequireonlyquick"yes"or"no"answers?

A)personalinterviews

B)observation

C)mailquestionnaires

D)telephoneinterviews

E)focusgroupinterviews

13.Whichofthefollowingwouldbemosthelpfulforpredictingwhyafinalconsumerselectsoneofseveralsimilarbrands?

A)behaviouralsciencetheories

B)incomedata

C)populationdata

D)consumerexpenditurepatterns

E)Allwouldbeequallyhelpful.

14.Accordingtothe"hierarchyofneeds"model,thefirstneedsmostpeopletrytosatisfyaretheir______________needs.

A)social

B)safety

C)hysiological

D)personal

E)anyoftheabove

15.Thefactthatoureyesandmindsseekoutandnoticeonlyinformationthatinterestsusiscalled:

A)preconsciousperception.

B)selectiveperception.

C)selectiveretention.

D)consciouscognition.

E)selectiveexposure.

16.WhenPizzaHutshowsalargeclose-upofapizzainatelevisionad,theyare:

A)appealingtotheeconomicneedsoftheaudience.

B)usingacuetoencourageaparticularresponsetothehungerdrive.

C)appealingtothesocialneedsoftheaudience.

D)encouragingselectiveretention.

E)hopingtoencourageextensiveproblemsolvingbytheaudience.

17.Anattitudeis:

A)thesameasabelief.

B)thesameasan"intentiontobuy."

C)easytochange.

D)aperson'spointofviewaboutsomething.

E)alloftheabove.

18.Whichofthefollowingwouldbethemostdifficulttaskfacingamarketingmanager?

A)promoteexistingattitudes

B)strengthenexistingpositiveattitudes

C)createnewattitudestowardhisorherbrand

D)discovertheattitudesofthefirm'stargetmarket

E)changeexistingnegativeattitudes

19.BartDeGraffenreidthasanannualincomeof$120,000.Whatsocialclassishein?

A)Thelower-middleclass

B)Theupper-middleclass

C)Theupper-lowerclass

D)Theupperclass

E)Thereisnotenoughinformationtotell.

20.Referencegroup:

A)influenceisgreatestforolderpeople.

B)influenceisequallystrongforallproductsandbrands.

C)influenceissostrongthatapersonnormallyhasonlyonereferencegroup.

D)membersmaynotevenknowthepersonwhoseattitudestheyinfluence.

E)BothAandBaretrue.

21.hewholesetofbeliefs,attitudes,andwaysofdoingthingsofareasonablyhomogeneoussetofpeopleiscalledtheir:

A)learnedset.

B)opinionset.

C)motivation.

D)personalenvironment.

E)culture.

22.Extensiveproblemsolvingprobablywouldberequiredbyarecentcollegegraduateinthepurchaseof:

A)asportscar.

B)livingroomfurniture.

C)anewhome.

D)acolourTVset.

E)alloftheabove.

23.Themaindifferencebetweenagenericmarketandaproduct-marketisthat:

A)product-marketsusuallydon'tinvolvecompetition,butgenericmarketsdo.

B)sellersinagenericmarketaremoreconcernedwithpricesthansellersinaproduct-market.

C)agenericmarketisusuallysmallerthanaproduct-market.

D)ageneric-marketinvolvesalesssimilarsetofneedsthandoesaproduct-market.

E)Thereisnodifferencebetweenthetwo.

24.Aballpointpen,atypewriter,andalaptopcomputermightcompeteinthesame:

A)product-market.

B)combinedtargetmarket.

C)multipletargetmarket.

D)genericmarket.

E)singletargetmarket.

25.Afirm's"relevantmarketforfindingopportunities"should:

A)benolargerthanthefirm'spresentproduct-market.

B)usuallybenamedinproduct-relatedterms.

C)bebiggerthanthefirm'spresentproduct-marketbutnotsobigthatthefirmcouldn'tbeanimportantcompetitor.

D)havenostrongcompetitors.

E)havenogeographicboundaries.

26.Marketsegmentation:

A)isthesamethingaspositioning.

B)triestoidentifyhomogeneoussubmarketswithinaproduct-market.

C)assumesthatmostsubmarketscanbesatisfiedbythesamemarketingmix.

D)meansthesamethingasmarketingstrategyplanning.

E)Alloftheabovearetrue.

27. "Good"marketsegmentsarethosethatare:

A)substantial.

B)homogeneouswithin.

C)operational.

D)heterogeneousbetween.

E)Alloftheabove.

28.BuildersTileCompanywantstogainsomeeconomiesofscaleandlimititsrisk.Itsbroadproduct-marketconsistsofthreereasonablysimilarsubmarkets.Toidentifyatargetmarket,Buildersshouldconsiderusingthe______________approach.

A)multipletargetmarket

B)singletargetmarket

C)massmarketing

D)combinedtargetmarket

E)Alloftheabove.

29.Fromamarketingperspective,productqualityprimarilydependson:

A)thecustomer'sspecificrequirementsandneeds.

B)thefeaturesofproductsofferedbycompetitors.

C)qualitycontrolproceduresusedduringmanufacturing.

D)thepriceofaproduct.

E)aproductworkingasitissupposedtowork.

30.Nike,Inc.,marketsseveraltypesofathleticshoes,alongwithclothingandfitnessequipment.Inotherwords,Nikehas:

A)manyproductclasses.

B)severalproductlines.

C)noproductassortment.

D)productcomponents.

E)abattleofthebrands.

31.Consumerproductclassesarebasedon______________,whilebusinessproductclassesarebasedon______________.

A)howtheproductisproduced;howtheproductissold

B)howtheproductissold;howtheproductisproduced

C)thepriceoftheproduct;thequalityoftheproduct

D)howtheproductistobeused;thepricefortheproduct

E)howconsumersshopfortheproduct;howtheproductistobeused

32.Whichofthefollowingis(are)TRUE?

A)"Brandname"isaword,letter,orgroupofwordsorletters.

B)"Servicemark"referstoallmeansofproductidentification.

C)"Branding"referstotheuseofsymbolstoidentifyaproductbutdoesnotincludebrandnames.

D)A"trademark"mustbeattachedtoaproducttobelegallyprotected.

E)Alloftheabovearetrue.

33."Noise"(inthecommunicationprocess)refersto:

A)messagesthataretooloudorbold.

B)effortsbyafirm'scompetitorstoblockitsmessagechannel.

C)theencodedmessagebeforeitisdecoded.

D)anydistractionsthatreducetheeffectivenessofthecommunicationprocess.

E)radioadvertisinginterferenceonly.

34.Whatbasicpromotionobjectiveshouldbeemphasizedbyaproducerintroducingareallynewproductthatsatisfiescustomerneedsbetterthananyexistingproduct?

A)Maximizing

B)Informing

C)Communicating

D)Persuading

E)Reminding

35.Tryingtogetthe"cream"ofamarket(i.e.,thetopofademandcurve)atahighpricebeforeaimingatthemoreprice-sensitivecustomersisconsistentwitha(n):

A)introductorypricedealingpolicy.

B)penetrationpricingpolicy.

C)skimmingpricingpolicy.

D)flexible-pricepolicy.

E)sales-orientedpricingpolicy.

IV.Answerthefollowingquestions.(20points)

1.Whatactivitiesdoesmarketinginvolvebesidesselling?(5points)

2.Howdoesmarketingrelatetothefivekindsofeconomicutility?(5points)

3.Intheshortcasesthatfollow,avarietyofpsychologicalvariablesandsocialinfluencesareoperatingtoinfluenceaconsumer’sresponse.Identifytherelevantpsychologicalvariablesandsocialinfluencesandbrieflyexplainhoweachitemisillustratedinthecase.(10points)

JoanandPaulDavisandtheirtwochildrenareconsideringthepurchaseofarecreationalvehicle.Paulisenthusiasticbecause,heargues,theRVwouldbeperfectforfamilycampingtrips,aswellasfishingtripswithhisfriends.Joanislessinfavourofthepurchase.Sheisnvervousaboutcampinginremotelocations.ShealsoremembersareportthatRVsgetlowgasmileageandare,therefore,expensivetorun.Paulisquicktopointoutthatthesamereportdescribedthelargepotentialsavingsofaweek-longvacationinaRVcomparedtostayingatahotelormotel.

a.Psychologicalvariables

1)___________________Explanation:____________________

2)___________________Explanation:____________________

b.socialinfluences

1)___________________Explanation:____________________

2)___________________Explanation:____________________

Keystopaper1

I.

1.utility-thepowertosatisfyhumanneeds

2.marketingconcept-theideathatanorganizationshouldaimallofitseffortsatsatisfyingitscustomers----ataprofit

3.customervalue-concernsthedifferencebetweenthebenefitsacustomerseesfromafirm’smarketofferingandthecostsofobtainingthosebenefits

4.marketsegmentation–atwo-stepprocessof(1)namingbroadproduct-marketsand(2)segmentingthesebroadproduct-marketstoselecttargetmarketsanddevelopsuitablemarketingmixes.

5.product–theneedsatisfyingofferingofafirm

II.

F2.T3.F4.F5.F.6.T7.T8.F9.F10.T

11.T12.T13.F14.F15.F16.T17.F18.T19.T20.T

21.T22.F23.T24.F25.T

III.

E2.C3.C4.E5.B6.E7.D8.A9.D10.C

11.D12.D13.A14.E15.D16.E17.D18.E19.E20.D

21.E22.E23.D24.D25.C26.B27.E28.D29.A30.B

31.E32.A33.D34.B35.C

IV.

Marketingisbothasetofactivitiesperformedbyorganizationsandasocialprocess.TheAmericanMarketingAssociationdefinesmarketingas“theprocessofplanningandexecutingtheconception,pricing,promotionanddistributionofideas,goodsandservicestocreateexchangesthatsatisfyindividualandorganizationalobjectives.”Itismorethanjustsellingorpromoting.

marketingprovidestime,placeandpossessionutility,andshouldguidedecisionsrelatedtowhatgoodsandservicestoproducetoprovideformandtaskutility.

3.

a.Psychologicalvariables

1)PSSPhierarchyExplanation:Joanisafraidofbeingisolated–safetyneeds.

2)SelectiveProcessesExplanation:Joanonlyremembersthepartofthereportthatsupportsherviewpoint.

b.socialinfluences

1)FamilyExplanation:Paulwantstotakefamilycampingvacations,butJoanisconcernedaboutthefamily’ssafety.

2)ReferencegroupExplanation:Paulwantstotakehisfriendsonafishingtripin“his”RV.

I.Definingthefollowingterms.(20points)

1.marketing

2.marketinginformationsystem(MIS)

3.channelofdistribution

4.positioning

5.productline

II.Trueorfalse(25points):

Macro-marketingemphasizeshowthewholemarketingsystemworks.

2.Purecompetitioncanalwaysbeavoided,ifafirmtrieshardenough.

3.Thejobofmarketingistoguidethedevelopmentofformandtaskutility,andtoprovidetime,place,andpossessionutilities.

4.Goodrelationswithintermediaries,goodlocation,andgoodsalespeoplearesomeofthemanyresourcesofafirmthatshouldbeevaluatedwhensearchingfornewopportunities.

5.Consumerismisasocialmovementthatseekstopunishuncooperativebusinesses.

6.Mostmarketingmanagerswhoseehowamarketinginformationsystem(MIS)canhelptheirdecision-makingareeagerformoreinformation.

7.Amarketingresearcherusingthescientificmethoddevelopsandtestshypothesesabouttherelationshipsbetweenthingsoraboutwhatwillhappeninthefuture.

8.Unlesstheproblemispreciselydefined,researcheffortmaybewastedonthewrongproblem,andmayleadtocostlymistakes.

9.Validityconcernstheextenttowhichdatameasureswhatitisintendedtomeasure.

10.Theeconomic-buyertheoryassumesthatconsumersknowallthefactsandlogicallycomparechoicesintermsofcostandvalue.

11．Consumersdonotusuallyseeorhearallthestimulithatcometheirway.

12.Themaindifferencebetweenattitudesandbeliefsisthatbeliefsalwaysinvolvelikingordisliking,butattitudesdon'tnecessarilyinvolvelikingordisliking.

13.Themaindifferencebetweena"genericmarket"anda"product-market"iswhethercustomerneedsaresimilarordifferent.

14.Usingoneortwodemographicdimensionstodescribemarketsegmentsusuallyprovidesenoughdetailforplanningamarketingstrategy.

15.Ifaproduct-marketsegmentis"homogeneouswithin,"itiscalleda"substantial"targetmarket.

16.Aproduct-marketsegmentis"operational"ifitisbigenoughtobeprofitabletothefirm.

17.A"product"shouldbethoughtofaspotentialcustomersatisfactionsorbenefits.

18.Productsthataconsumerneedsbutisn'twillingtospendmuchtimeshoppingforareconvenienceproducts.

19.Productclassdoesnotvarybycountry.

20.Brandingismorelikelytobesuccessfuliftheproductisthebestfortheprice,andqualitycanbemaintainedeasily.

21.Assortingactivitiesinvolveputtingtogetheravarietyofproductstogiveatargetmarketwhatitwants.

22.Direct-to-userschannelsarerarelyusedbecausetheyaremuchmoreexpensiveandlessefficientthanusingintermediaries.

23.Personalsellinginvolvesdirectspokencommunicationbetweensellersandpotentialcustomers.

24.Salespromotioncanbeaimedatintermediaries,atfinalconsumers,orevenatafirm'sownemployees.

25.Pricingobjectivesandpoliciesshouldflowfromcompany-levelobjectives.

III.Multiplechoices(35points):

1.WhichofthefollowingisNOTlikelytobefoundinacompanywithamarketingorientation?Thecompany

A)sellswhateveritcanmake.

B)designsitspackagingasasellingtool.

C)usesmarketingresearchtoseeifitissatisfyingitscustomers.

D)seesdeliveryasaservice.

E)focusesonlocatingnewopportunities.

2.Marketingprovides:

A)place,possession,andtimeutility.

B)form,place,andpossessionutility.

C)placeandtimeutility.

D)form,possession,andtimeutility.

E)task,place,andpossessionutility.

3.Regardingthefivestagesinmarketingevolution:

A)inthemarketingcompanyera,firmsdoshort-runplanningonly.

B)mostfirmsoperateintheproductionera.

C)thefirsteratoevolvewasthesalesera.

D)inthemarketingdepartmentera,firmsdobothshort-runandlong-runplanning.

E)Noneoftheabovearetrue.

4.Customervaluerefersto:

A)howmuchmoneythecustomerwillspendinthenextyear.

B)howmuchmoneythecustomerwillspendoverhisorherlifetime.

C)thevalueseenbythemarketingofferingwhencomparedtothecosts.

D)thevalueofcostswhencomparedtointerestrates.

E)thevalueofpricewhencomparedtointerestrates.

5.Thebasicobjectiveofafirmshouldbeto:

A)engageinsomespecificbusinessactivitythatwillperformasociallyandeconomicallyusefulfunction.

B)developanorganizationtocarryonthebusinessandimplementitsstrategies.

C)earnenoughprofittosurvive.

D)Alloftheabove.

E)OnlyBandCabove.

6.ConsumeremphasisonfitnesshascreatedopportunitiesforfirmslikeNike,NautilusandSchwinn,andillustratestheimpactofthechanging:

A)culturalandsocialenvironment.

B)politicalandlegalenvironment.

C)competitiveenvironment.

D)technologicalenvironment.

E)economicenvironment.

7.A_____________isanorganizedwayofcontinuallygatheringandanalyzingdatatogetinformationtohelpmarketingmanagersmakedecisions.

A)marketingresearchdepartment

B)marketinglogisticssystem

C)marketingresearchproject

D)marketinginformationsystem

E)marketingmodel

8.Marketingresearch:

A) providesinformationforuseindecision-making.

B) mustbeajointeffortbetweentheresearcherandthemanager.

C) maybehandledbyoutsidespecialistsorbypeoplewithinthefirm.

D) Alloftheabovearetrue.

E) Noneoftheaboveistrue.

9.Themostimportantandoftenthemostdifficultstepinthemarketingresearchprocessis:

A) definingtheproblem.

B) gatheringprimarydata.

C) interpretingthedata.

D) gatheringsecondarydata.

E) bothBandC.

10.Secondarydata:

A) isavailablebothinternallyandoutsidethefirm.

B) maynotbespecificenoughtoanswerthequestionunderconsideration.

C) isoftenallthatisneededtosolveaproblem.

D) shouldbeconsideredbeforeprimarydataiscollected.

E) alloftheabove.

11.Whichofthefollowingwouldbeasourceofprimarydata?

A) companyrecordsonsales,costs,andadvertising

B) markettests

C) StatisticsCanadareports

D) alloftheabove

E) AandBonly

12.Twosimilargroupsofconsumersareshowndifferentmagazinesthatincludethesamead.Theneachconsumerisaskedquestionsabouttheadvertisedproduct.Thisseemstobeadescriptionof:

A) asetofpersonalinterviews.

B) theexperimentalmethod.

C) aconsumerpanelresearchproject.

D) asetoffocusgroupinterviews.

E) Noneoftheabove.

13.JoanAndersonisstatus-oriented.Whenshebuysclothing,sheonlyconsidersitemswithwell-known"labels"thatherfriendswillnotice.Thisbehaviourillustrates:

A) the"economicbuyer"modelofbuyerbehaviour.

B) satisfyinganeed.

C) satisfyingabelief.

D) satisfyingawant.

E) Alloftheaboveareequallygoodanswers.

14.Regardingconsumermotivation,thetextstatesthat:

A) allneedsandwantsarecausedbydrives.

B) wantsarelearnedneeds.

C) needsarethebasicforcesthatmotivatepeopletodosomething.

D) theterms"need"and"want"meanthesamething.

E) BothBandCarecorrect.

15.MattLondonhasacoughandstuffynose,andsuddenlybecomesawareofmanyTVadsforcoldproductsthathenevernoticedbefore.Thisillustrates:

A) reinforcedcognition.

B) selectiveexposure.

C) selectiveretention.

D) selectiveperception.

E) Noneoftheabove.

16.WhichofthefollowingstatementsaboutlearningisNOTcorrect?

A) Reinforcementinthelearningprocessweakenstherelationshipbetweenacueandaresponse.

B) Almostallconsumerbehaviourislearned.

C) Amarketingmanagercanuseapackageasa"cue."

D) Satisfactionwithaproductpurchaseisreinforcement.

E) Repeatedreinforcementislikelytoleadtoroutinebuying.

17.Thestatement,"IlikeHersheybars,"isanexampleof:

A)abelief.

B)anintention.

C)anattitude.

D)noneoftheabove.

18.DanielBakernoticedduringaweeklygroceryshoppingthat7-Upwasonsale.Eventhoughhecouldhavesavedmoneywiththe7-Up,DanielboughtSpritebecausethat'sthebrandhischildrenprefer.Danielwasrespondingto:

A)socialinfluence.

B)adrive.

C)marketinginfluence.

D)selectiveexposure.

E)dissonance.

19.Comparedtolower-classconsumers,middle-classconsumersgenerally:

A)aremoreself-confidentandwillingtotakerisks.

B)havelargerincomes.

C)liveforthepresent.

D)wanthelpwithdecision-making.

E)feelcontrolledbytheworld.

20.MarshaCellowasinterestedinanewcamcorder.Shediscussedthevarioustypeswithsomeknowledgeablefriendsandreliedontheiradvice.Marsha'sfriendswereactingas:

A)alifestylegroup.

B)areferencegroup.

C)asocialclass.

D)aneconomicinfluence.

E)routinizeddecision-makers.

21.ExtensiveproblemsolvingprobablywouldNOTberequiredbyyoungnewlymarriedcouplesinthepurchaseof:

A)aVCR.

B)acar.

C)ahome.

D)astereosystem.

E)softdrinks.

22.The"adoptionprocess"suggeststhat:

A)confirmationcomesfromasatisfactoryevaluation.

B)decisionusuallyfollowstrialandconfirmation.

C)thedecisiontorejectmayfollowconfirmation.

D)confirmationmustcomebeforethedecisiontoadoptorreject.

E)evaluationusuallycomesbeforetrialanddecision.

23.Whichofthefollowingisthebestexampleofa"product-market"?

A)Thecomputermarket

B)Theconveniencemarket

C)Theyoung-adultdiningmarket

D)Thestatussymbolmarket

E)Thewaterskismarket

24.Apencil,adictatingmachine,andawordprocessormightcompeteinthesame:

A)product-market.

B)targetmarket.

C)genericmarket.

D)Anyoftheabove.

E)Noneoftheabove.

25.Givenitsinterestinthebroadproduct-marketfor"ready-to-eat,health-conscioussnackfoods,"whichofthefollowingshouldtheLifetimeFoodsCo.doFIRST?

A)Segmenttheproduct-markettotrytoidentifyhomogeneoussubmarketsandselectanattractiv