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 […]
QUESTION Hal’s hot dogs have for years been packaged in bunches of 10 dogs. Customers have been complaining that once they open the package, it is too easy to cook more than they need. So Hal has started selling individually wrapped hot dogs in packages of 10. This is an example of what kind of […]
QUESTION Jenna has designed a new line of shampoos and conditioners. She is currently looking into the pros and cons of selling the products at grocery stores and drugstores versus selling at hair salons. Jenna is at what point in the marketing process? A) conducting research and determining the target market B) product strategy C) […]
QUESTION Gender, age, income, education, social class, and ethnicity all fall under what type of consumer segmentation? A) psychographic segmentation B) user-rate segmentation C) benefit segmentation D) geographic segmentation E) demographic segmentation ANSWER Answer: E Explanation: E) Demographic segmentation consists of categorizing consumers according to statistical characteristics of a population, such as gender, age, […]
QUESTION Louise has bleached her hair for the first time and is in the market for a shampoo that is meant for bleached hair. She has found three such products in the drugstore and has read all the information on all bottles. What is Louise’s next step? A) recognize her problem B) look for information […]
QUESTION Mavis has just moved to a snowy city and is in the market for a snow shovel. At the hardware store, Mavis sees shovels with straight handles and shovels with curved handles. She sees plastic ones and metal ones. Mavis is currently at which stage of the consumer buying process? A) problem recognition B) […]
QUESTION Raphael and his friends love classical music, and it shows in the t-shirts Raphael wears. He has a Haydn shirt, a Rimsky-Korsakov shirt, and a Prokofiev shirt. Which factor influencing buying behavior influenced Raphael? A) culture and subculture B) social class C) reference groups D) personal image E) situational matters ANSWER Answer: C […]
QUESTION Which of the following is NOT something that represents our culture or subculture? A) friends B) nationality C) ethnic group D) religious group E) gender ANSWER Answer: A Explanation: A) Friends fall into the category of reference groups: the influence of groups we identify with.
