QUESTION Consider this statement: “Influenced by intense flavors from Latin America and Thailand, Americans want hotter, more flavorful foods.” There are seven outside forces that can influence the success of marketing programs. Which one does the above statement describe? A) sociocultural forces B) political forces C) competitive forces D) economic forces E) global forces […]
QUESTION Which of the following is an example of a source of secondary data? A) questionnaires B) interviews C) academic journals D) customer comment cards E) direct observation ANSWER Answer: C Explanation: C) Academic journals are an example of a source of secondary data. The other sources are sources of primary data.
QUESTION Nina was hooked up to electrodes that measured her brain activity and sensors that measured skin response when she was shown a series of ads by a company that makes e-book readers. Which of the following is true of Nina’s experience? A) Nina was part of a neuromarketing study and was a primary source […]
QUESTION Consider the following statement: “The lost jobs and foreclosed homes of the recent recession had a great negative effect on retail sales.” There are seven outside forces that can influence the success of marketing programs. Which one does the above statement describe? A) political forces B) global forces C) sociocultural forces D) economic forces […]
QUESTION Consider the following statement: “Consumers can walk into a store, see a product they like, then type the model number into an app that compares the price with that of other retailers, find the product cheaper, and order it immediately via the phone from a competitor.” There are seven outside forces that can influence […]
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 Makers of dance games made to be played on home television sets have learned that their primary market for this product is girls and young women, so their advertisements target people in this group. This is an example of what kind of consumer marketing segmentation? A) user-rate segmentation B) geographic segmentation C) psychographic segmentation […]
QUESTION Which of the following is NOT one of the four Ps of the marketing mix? A) pricing B) place C) promotion D) packaging E) product ANSWER Answer: D Explanation: D) The marketing mix consists of the four key strategy considerations called the four Ps: product, pricing, place, and promotion strategies. Packaging is not […]
QUESTION Personal image—the look we wish to project—is most closely tied to which market category? A) geographic segmentation B) demographic segmentation C) psychographic segmentation D) benefit segmentation E) user-rate segmentation ANSWER Answer: C Explanation: C) Psychographic segmentation consists of categorizing people according to lifestyle, values, and psychological characteristics, such as frugal versus free spending […]
QUESTION At which stage in the marketing process do concept testing and test marketing come into play? A) conducting research and determining the target market B) the product strategy C) the pricing strategy D) the place strategy E) the promotion strategy ANSWER Answer: B Explanation: B) Concept testing and test marketing come into play […]
