SAINT MKT301 MODULE 3 QUIZ 2

A marketer wanting to determine business buyer behavior is most likely to ask which of the following questions?

Are buyers sensitive toward price changes in consumer markets?

What are the major influences on buyers?

Are niche markets more profitable than mass markets?

How do interpersonal factors affect organizational performance?

Is the role of gatekeepers relevant in the international business environment? (Page Ref: 171)

Points Received: 5 of 5

Comments:

Question 2. Question :

Mary Adams is helping her company develop a marketing program for a new product line. The program is designed to appeal most to less materialistic consumer groups who are likely to prize experience, not acquisition. The marketing program is most likely designed to appeal to which of the following demographic groups?

Generation X

Millennials

Echo Boomers

Silent Generation

Lost Generation (Page Ref: 72

POOL 3)

Points Received: 5 of 5

Comments:

Question 3. Question :

The single most important demographic trend in the United States is the __________.

changing age structure of the population

mobility of families

changing family structure of the population

increasing number of professional jobs

increasing birth rate (Page Ref: 70)

Points Received: 5 of 5

Comments:

Question 4. Question :

Which of the following is true of Gen Xers?

They are considerably larger than the boomer generation.

They were the first to grow up in the Internet era.

They are less educated than the Baby Boomers.

They are more materialistic than the Millennials.

They rarely research a product before purchasing it. (Page Ref: 72)

Points Received: 0 of 5

Comments:

Question 5. Question :

In __________ research, the objective is to gather preliminary information that will help define the problem and suggest hypotheses.

exploratory

statistical

causal

analytic

descriptive (Page Ref: 103)

Points Received: 5 of 5

Comments:

Question 6. Question :

Which of the following is true with regard to marketing research?

The marketing research process depends primarily on sophisticated internal databases.

The marketing research process requires assessing macroeconomic forces.

Marketing research gives marketers insights into customer motivations.

Marketing research eliminates the need for a SWOT analysis.

Marketing research is a simple two-step process. (Page Ref: 103)

Points Received: 5 of 5

Comments:

Question 7. Question :

JoAnn Fabrics Inc. has created a new combination of colors and fabric types. The firm wants to know how consumers will perceive the new product. The firm is concerned with the product __________.

idea

displacement

image

activation

placement (Page Ref: 264)

Points Received: 5 of 5

Comments:

Question 8. Question :

Nike produces shoes out of "environmentally preferred materials", recycles old sneakers, and educates young people about conserving, reusing, and recycling. Nike is practicing:

IN new clean technology.

design for environment.

corporate social responsibility.

brand imaging.

pollution prevention.

Points Received: 0 of 5

Comments:

Question 9. Question :

__________ segmentation has long been used in clothing, cosmetics, toiletries, and magazines.

Behavioral

Gender

Benefit

Occasion

Geographic (Page Ref: 193)

Points Received: 5 of 5

Comments:

Question 10. Question :

__________ consists of activities undertaken to create, maintain, or change the attitudes and behaviors of target consumers toward an organization.

Social networking

Organization marketing

Niche marketing

Puffery

Organizational learning (Page Ref: 228)

Points Received: 5 of 5

Comments:

Question 11. Question :

The Farmer’s Pantry, an all-natural upscale grocery store, tends to cater to a well-educated, upper-middle-class clientele. The stores use streaming video from the farms and fishing boats that supply their products directly to their customers’ phones via hash tags. What environmental force is Farmer’s Pantry leveraging?

Technological

Social

Political

Economic

Competition

POOL 9

Points Received: 5 of 5

Comments:

Question 12. Question :

Responding to very strict “green” legislation, the chemical firm Atticus Environmental is touting the safety of its consumer-based vegetable garden insecticide, claiming it bio-degrades in 90 days, which is twice as fast as required by the new law. Which environmental factor is the firm hoping to leverage for additional sales?

Technological

Social

Political

Economic

Competition

Points Received: 5 of 5

Comments:

Question 13. Question :

Taking advantage of the trend in multi-generational housing, Madison Builders is aggressively marketing its “home within a home” concept, which features a grandparents’ mini-home incorporated into a large single-family house. Which environmental force is Madison Builders counting on for its future home sales?

Technological

Social

Political

Economic

Competition

Points Received: 5 of 5

Comments:

Question 14. Question :

FlashFlix, a streaming movie service, created a blog to help parents on budget plan “movie at home” parties for their kids and their friends, offering prizes to the best blog story about how the family was coping with a tight budget. To which environmental force is FlashFlix reacting?

Technological

Social

Political

Economic

Competition

Points Received: 5 of 5

Comments:

Question 15. Question :

Casey has finally finished his Saturday chores and is preparing for a little “me time” away from the house and family. He and his wife have agreed on a budget of $50 for his weekly Saturday outings with his buddies. They are debating whether to play golf, watch the game at the local sports bar, or visit the car show as they only have funds for one of these. What environmental force are Casey and his friends experiencing?

Technological

Social

Political

Economic

Competition

Points Received: 5 of 5

Comments:

Question 16. Question :

Select the definition that best describes the concept of a persona.

A set of psychological traits used in identifying advertising.

A fictional name and set of characteristics describing a market segment.

The demographic traits of a group of consumers.

A set of characteristics used in setting price.

A segmentation strategy based on the beliefs of consumer.

Points Received: 0 of 5

Comments:

Question 17. Question :

The quantitative (numerical) segmentation factors that help a marketing manager decide where, and to whom, to sell the firm’s products such as age, race, gender, and income are known as:

lifestyle choices.

communications planning.

demographics.

market planning.

numeric profile.

Points Received: 5 of 5

Comments:

Question 18. Question :

Patty’s Party Palace plans all year for their Halloween spectacular specializing in adult versions of animated characters such as Snow White and the Little Mermaid. Which subset of behavioristic segmentation would Patty most likely use?

Heavy/light user

Price

Psychographic

Occasion

Holiday

Points Received: 0 of 5

Comments:

Question 19. Question :

Research and experience shows that most supermarkets are able to draw customers from approximately a five mile radius; however, Trader’s Joe’s draws from a much larger area due to their image and special products. If Trader Joe’s uses this phenomenon in developing a persona for a group of customers, this would be an example of what type of segmentation?

Psychographic

Demographic

Branded

Price

Geographic

Points Received: 5 of 5

Comments:

Question 20. Question :

The firm that makes Betty Sue’s Down Home Pork Rinds found that their best customers enjoy NASCAR, pro wrestling, family gatherings, and are politically conservative. These are considered to be the __________ of the market segment

demographics

psychographics or lifestyle

social planning elements

customer attributes

media choices