bam 306 principles of marketing 2 417416

1. ________ is never simple, yet understanding it is the essential task of marketing management.

a. Consumption pioneering

b. Buying behavior

c. Brand personality

d. Understanding the difference between primary and secondary data

e. Early adoption

2. ________ is a person’s pattern of living as expressed in her psychographics, including her

activities, interests and opinions.

a. Personality

b. Motive

c. Lifestyle

d. Culture

e. Social class

3. All of the following make up a person’s lifestyle EXCEPT ________.

a. interests

b. AIO dimensions

c. work

d. dissonance reducing buying behavior

e. opinions

4. A person’s buying choices are infl uenced by four major psychological factors. Which is NOT one

of these factors?

a. Alternative evaluation

b. Learning

c. Perception

d. Motivation

e. Beliefs and attitudes

5. The relationship between the consumer’s expectations and the product’s ________ determines

whether the buyer is satisfi ed or dissatisfi ed with a purchase.

a. recognition

b. brand personality

c. service quality

d. consumer market

e. perceived performance

6. Which of the following is the fi nal stage in the new product adoption process?

a. Evaluation

b. Awareness

c. Trial

d. Acceptance

e. Adoption

7. Stephanie and Jamal attended a sales seminar. Both left the seminar with differing opinions

about what was important to implement in their jobs. Both used the information in different

ways, according to what each already believed was important. They have engaged in ________.

a. selective distortion

b. selective retention

c. perceptual defense

d. selective attention

e. selective attitude

8. In which of the following ways is Boeing like most other large companies?

a. It produces hundreds of products for a wide range of markets.

b. It has an entertainment division.

c. Most of its business comes from fi nal consumers.

d. It has an investment division.

e. Most of its business comes from commercial and industrial customers.

9. Which business buying situation is the marketer’s greatest opportunity and challenge?

a. System rebuy

b. New task

c. Multiple rebuys

d. Straight rebuy

e. Modifi ed rebuy

10. Don Amspacher, in his role on the buying committee, provides information for evaluating the

alternative purchase decisions and helps defi ne and set specifi cations for evaluating

alternatives for purchasing. Don is a(n) ________.

a. gatekeeper

b. infl uencer

c. decider

d. user

e. buyer

11. Status, empathy and persuasiveness are all examples of ________ infl uences on business buyer

behavior.

a. cultural

b. organizational

c. interpersonal

d. environmental

e. individual

12. Business marketers often alert customers to potential problems and then show how their

products provide solutions. These marketers are hoping to infl uence which stage of the

business buying process?

a. General need description

b. Order routine specifi cation

c. Alternative evaluations

d. Performance review

e. Problem recognition

13. In the generally accepted stages of the business buying process, the step following problem

recognition is ________.

a. Supplier search

b. Proposal solicitation

c. Performance review

d. Product value analysis

e. General need description

14. In the case of maintenance, repair, and operating items, buyers may use a ________ rather

than periodic purchase orders.

a. blanket contract

b. binding purchase order

c. negotiable instrument

d. solutions purchase

e. locked in sale

15. There are many factors considered in government buying but ________ is typically the most

important.

a. packaging

b. personal selling

c. price

d. advertising

e. public relations

16. When competitors use differentiated or concentrated marketing, ________ marketing can be

disastrous.

a. differentiated

b. concentrated

c. customized

d. undifferentiated

e. localized

17. Which positioning strategy offers consumers a “good deal” by offering equivalent quality

products or services at a lower price?

a. Less for much less

b. More for less

c. All or nothing

d. Same for less

e. More for the same

18. Ford Motor Company emphasizes “Quality First Ford Tough” in its truck products. In doing so,

the company has developed a differentiation strategy based on ________.

a. positioning

b. products

c. image

d. people

e. services

19. The third level of a product that product planners must consider is a(n) ________ that offers

additional consumer services and benefi ts.

a. image

b. augmented product

c. industrial product

d. brand equity

e. brand extension

20. Products and services fall into two broad classifi cations based on the types of consumers that

use them. Which is one of these broad classes?

a. Materials and parts

b. Industrial products

c. Supplies and services

d. Specialty products

e. Convenience products

21. ________ involves activities undertaken to create, maintain or change attitudes toward

particular cities, states and regions.

a. Organization marketing

b. Place marketing

c. Social marketing

d. Interactive marketing

e. Idea marketing

22. What are the two dimensions of product quality?

a. Conformance and style

b. Performance and resistance

c. Consistency and level

d. Feature and design

e. Design and innovation

23. ________ contributes to a product’s usefulness as well as to its looks.

a. Design

b. Brand

c. Conformance quality

d. Style

e. Functionality

24. A(n) ________ is a name, term, sign, symbol, design or a combination of these that identifi es

the maker or seller of a product or service.

a. service

b. internal marketing

c. external marketing

d. brand

e. co branding

25. In the competition between ________ and ________ brands, retailers have the advantages

of controlling what products will be stocked, where products will be stocked, what prices will

be charged and which products will be featured in print promotions.

a. store; licensed

b. national; manufacturer’s

c. store; private

d. private; distributor

e. national; private