QUESTION Which of the five steps in the consumer buying process is likely to be most affected by a recession? A) problem recognition B) information search C) evaluating alternatives D) purchase decision E) postpurchase evaluation ANSWER Answer: D Explanation: D) Purchase decision: I’ll choose this one or not choose at all. Consumers may choose […]
QUESTION Consider the following statement: “People born between 1981 and 2000 are found to be optimistic, civically engaged, self-confident, team-oriented, close to parents, and technologically focused. People born between 1925 and 1945 are friendly, professional, and conciliating and trust credentialed expertise.” There are seven outside forces that can influence the success of marketing programs. Which […]
QUESTION Consider the following statement: “Subsidies for green power—solar, wind, wave action, geothermal, biomass, and the like—result from the actions of elected and appointed government officials.” There are seven outside forces that can influence the success of marketing programs. Which one does this example describe? A) political forces B) legal and regulatory forces C) competitive […]
QUESTION Consider the following statement: “Goldwind USA is a Chinese-owned company that makes wind turbines for the United States. Some say the firm should be welcomed to the United States because it creates green jobs and speeds the adoption of renewable energy in this country. Others see it as a threat to American workers and […]
QUESTION Becca wants to open a small pizza and sandwich shop. Which of the following would NOT be something Becca would consider when working out her place strategy? A) “Should I offer only take-out service or should I have a seating area for dining in?” B) “Should I offer delivery service?” C) “How should I […]
QUESTION Consider the following statement: “In late 2010, President Obama signed into law the Food Safety Modernization Act. The Food and Drug Administration will now be allowed to do a mandatory recall of tainted food when a company fails to voluntarily recall the contaminated product.” There are seven outside forces that can influence the success […]
QUESTION People wear athletic gear for many reasons, and the gear is sold at many department stores. But more emphasis is placed on advertising these products for sale at sporting goods stores than at department stores because more customers buy that type of product at sporting goods stores. This is an example of what kind […]
QUESTION Some toothpastes advertise that they fight cavities. Others promote tooth whitening. Labeling toothpastes in this way is an example of what kind of consumer marketing segmentation? A) geographic segmentation B) user-rate segmentation C) benefit segmentation D) demographic segmentation E) psychographic segmentation ANSWER Answer: C Explanation: C) Benefit segmentation divides the market by benefits […]
QUESTION Which of the following is an example of product-use-based segmentation? A) Happy Horses is a therapeutic riding school that teaches horseback riding to children with physical and mental disabilities. To find its customer base, Happy Horses looks to schools for special-needs children. B) Carla sells golf-cart-style carts not just to country clubs. She also […]
QUESTION Which of the following is an example of customer-based segmentation? A) Mainely Seafood harvests lobster off the coast of Maine. Because it wants its product to be fresh when consumed, it ships only to restaurants within 300 miles of the port where the fishing boat docks. B) Carolina ‘Scapes is a corporate landscaping company […]
