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Consider a typical consumer search for a new pair of casual slacks. Which answer best describes the degree of involvement required, based upon the purchase category? a. Extended problem solving, typical of specialty products. b. Limited problem solving, typical of convenience products. C. Aouthe problem solving. typical of comvenience products. 1. Linited problem solving. typical of shopping products. QUESTION 11 Which example BEST Austrates "market sensing"? a. A fitness center offers its personal trainers a bonus for every new member referred by a current personal training client. b. A hot sauce manufacturet researches competiors' now peoduct developenent to detect shifts in target marketing. c. A gavden furniture manufacturer monitors consumers' social media conversations about preferences regivding outdoor iving rowims. d. A manufacturer of kitchen applances sends a resesch team to Europe to research foreign compettors' products. Which of the following is NOT a likely use of a marketing dashboard? a. Providing campaign performance data to marketing managers. b. Making the results of predictive modeling available to the company's sales staff. c. Allowing senior executives to launch new marketing campaigns based on historical sales information. d. Giving planners access to return on marketing investment (ROMI) data about a campaign. QUESTION 5 What factor was described in Chapter 7 as being crucial for campaigns that are designed to generate recommendations? a. A proactive approach to customer satisfaction. b. Monitoring social media to deduce what matters most to customers. c. Avoiding intrusive or overly commercial marketing touchpoints. d. Placing the greatest value on supplier relationships. Which step in the purchase decision is represented by the following statement? Based on how their expectations have been met, a consumet might make postive or negative. comments in social media. a. Information search b. Needs recognition C. Post-purchase behavior d. Alernative evaluation QUESTION 9 Which of the following BEST describes the process known as "data cleansing"? a. Basic analytics performed on a data set to split addresses containing many contumers into separate records. b. Aeviewing individual records to defect and correct or delete inaccurate records to ensure a set of data is accurate and useful c. Augmenting a data set with demographic and other information to enhance drect marketing. d. Removal of rocords from a data set because they are too long. What trend of concern to marketers does the example given in Chapter 8 concerning Levi Strauss illustrate? a. An increasing emphasis on environmentally sustainable practices by consumers as well as manufacturers. b. Increasing attention to weather-related phenomena such as crop failure due to drought. c. The need for companies to underwrite training on environmental practices in the countries in which they operate. d. Marketers' response to natural resource management where governments fail to enforce regulations. QUESTION 13 Which of the following kinds of infrastructure was NOT given as a prerequisite for successful international commerce? a. Financial transactions b. Transportation c. Communications d. Natural resource extraction QUESTION 14 Which of the following was cited as a difference between demographic trends in China and India? a. Age distribution b. Variation in household types c. Increasing ethnic diversity d. Consumerism Which of the following was NOT described as an anticipated effect of overall population growth in the decades ahead? a. Increasingly variable behavior in the Boomer segments (both Younger and Older). b. Expansion of the oldest generational cohorts through increased longevity. c. Growth of the adult generational cohorts (Gen Y, Gen X) through immigration. d. Increase in size of the under-18 cohort through higher birthrates. QUESTION 16 Which of the following is an example of a force in a company's macro-environment? a. Changes in consumer behavior b. Competitors c. Technological advances d. Celebrity endorsements Which term defines the segmentation technique that is based on information collected by the U.S. Census Bureau? a. Demographic b. Psychographic c. Geospatial d. Behavioral QUESTION 2 Which of the following is NOT a stage in the buyer-seller relationship? a. Encouraging new relationships to form b. Rewarding loyalty with incentives c. Stimulating interpersonal social bonds QUESTION 3 What purpose was stated in Chapter 7 for the market research technique of "perceptual mapping"? a. To identify potentially successful positioning strategies by comparing products, brands, or companies. b. To evaluate potential products or brands that consumers might place in their consideration set. c. To identify whether a product/service might be sold to both business and consumer markets. d. To identify dimensions of competition that are important to potential consumers of a product or brand. Which of the following is NOT reflected in a company's positioning strategy? a. An assessment of competitors' positioning strategies. b. The lifestage/lifestyle profile of the target market. c. A target market's perception of the Customer Value Equation for similar offerings. d. The product offering's Unique Selling Proposition. QUESTION 7 Which statement illustrates how the business buying decision process DIFFERS from the consumer purchase decision process? a. Business buyers' needs and desires arise from derived demand. b. Reference groups influence the business buying process more than the consumer buying process. c. Business buyers are more influenced by impersonal environmental factors. d. The business buyer goes through fewer steps than the consumer. What opportunity was described as it relates to the increased longevity of the U.S. population? a. A growth market for lifelong learning. b. Increased demand for single-portion foods. c. A need for remodeling for safety of elders at home. d. Increasing ethnic and racial diversity among the elderly. QUESTION 20 Which example illustrates a law enacted to facilitate commerce (affecting the Place aspect of the marketing mix)? a. 1890 Sherman Antitrust Act b. 1914 Federal Trade Commission Act c. 1906 Federal Food and Drug Act d. 1993 North American Free Trade Agreement Why should companies scan the environment for trends reflecting changes in consumers' cultural values? a. Because core beliefs and values are resistant to change and thus form reliable predictors. b. Because cultural values reveal important intelligence for strategic decision makers. c. Because competitors share product information through online websites, which requires monitoring. d. Because purchasing behavior typically reflects individual' cultural values. QUESTION 18 Which of the following BEST describes an underlying trend towards an increasing number of farmers markets in the summer of 2011 ? a Changes in resource availability shift the balance of supply and demand. b. Customer demand is rarely stable, necessitating demand forecasts. c. When dernand surges past supply, marketers can practice demarketing. d. Changes in income affect consumer demand, which in turn affects suppliers' earnings