26. Firms Whose Products Require ______Resources Oil, Coal, Platinum, Zinc, Silver Face

26. Firms whose products require ______resources—oil, coal, platinum, zinc, silver—face

substantial cost increases as depletion approaches.

a. finite nonrenewable

b. finite renewable

c. infinite

d. perishable

e. near finite

27. The ______market is the part of the qualified available market the company decides to

pursue.

a. target

b. penetrated

c. available

d. potential

e. reserve

28. Jeanine would like to own a Mercedes but is unable to afford one at this time. Jeanine is part

of the ______market for this product.

a. potential

b. available

c. projected

d. penetrated

e. target

29. Which of the following organizations is likely to use the multiple-factor index method to

estimate the market potential?

a. a firm that manufactures fashionable clothes for teenagers

b. a firm that manufactures auto parts

c. a company that provides website development services for small businesses

d. a company that manufactures diagnostic machines for hospitals

e. a firm that provides facility management services to large offices

30. Marketing ______provide diagnostic information about how and why we observe certain

effects in the marketplace, and what that means to marketers.

a. mix models

b. information systems

c. metrics

d. channels

e. insights

31. You are the marketing research director of a medium-sized manufacturing firm and you would

like to engage an outside marketing research firm to conduct field interviews. Which of the

following options category of marketing research firms should you use?

a. syndicated-service research firms

b. custom marketing research firms

c. global research management firms

d. brand management specialty research firms

e. specialty-line marketing research firms

32. A company would like to study the impact of advertising expenditure on sales and sales

revenue. This is an example of ______research.

a. causal

b. secondary

c. exploratory

d. qualitative

e. prescriptive

33. ______data are data that were collected for another purpose and already exists.

a. Secondary

b. Cross-sectional

c. Primitive

d. Primary

e. Ordinate

34. “Truancy should be checked in schools: 1) Strongly disagree, 2) Disagree, 3) Neither

agree nor disagree, 4) Agree, 5) Strongly agree.” This is an example of a ______.

a. Likert scale

b. semantic differential

c. Thematic Appreciation Test (TAT)

d. dichotomous question

e. multiple choice question

35. ______attached to television sets in participating homes now record when the set is on and

to which channel it is tuned.

a. Galvanometers

b. GPS systems

c. Tachistoscopes

d. Polygraphs

e. Audiometers

36. Which of the following is an advantage of personal interviews?

a. It facilitates anonymous responses.

b. The possibility of interviewer bias is minimized.

c. Participants can choose to respond at their own convenience.

d. Interviewers can record additional observation about the respondent such as body

language.

e. It is a relatively inexpensive method of gathering information.

37. Which of the following is an advantage of online research?

a. Online research is relatively free of technological problems and inconsistencies.

b. Samples are generally representative of the target population.

c. People tend to be honest and thoughtful online.

d. Members of online panels and communities tend to have low turnover.

e. Online research is slow but gather detailed information.

38. According to marketing consultant, Pat LaPointe, the ______metrics measurement pathway

of the marketing dashboard reflects how prospects become consumers.

a. productivity

b. customer

c. cash-flow

d. brand

e. unit

39. In the modern customer-oriented organizational chart, which of the following is considered

to be at the top of the organizational pyramid?

a. front-line people

b. middle management

c. top management

d. sales

e. customers

40. A profitable customer yields a ______.

a. cost stream that exceeds the company’s revenue stream

b. revenue stream that exceeds by an acceptable amount his cost stream

c. cost stream that exceeds by an acceptable amount his revenue stream

d. revenue stream that exceeds the company’s cost stream

e. revenue stream that equals the company’s cost stream

41. Customer ______is the process of carefully managing detailed information about individual

customers and all customer “touch points” to maximize loyalty.

a. profitability analysis

b. relationship management

c. satisfaction analysis

d. value delivery

e. lifetime value

42. Sapphire Toys actually sells more than toys. It also sells branded clothing, music CDs, and

books for children. This expansion of dealership sales offerings is an attempt to increase the

value of the customer base by ______.

a. increasing the longevity of the customer relationship

b. reducing the rate of customer defection

c. making low-profit customers more profitable

d. enhancing the growth potential of each customer through cross-selling

e. terminating low-profit customers

43. LifeTime Insurance screens its customers and tries to get unprofitable customers to buy

services from competitors. This is an example of ______.

a. terminating the relationship with low-profit customers

b. enhancing the growth potential of each customer through up-selling

c. reducing the rate of customer defection

d. increasing the longevity of the customer relationship

e. trying to increase the retention rate for low-profit customers

44. Many banks and phone companies now charge fees for once-free services to ensure minimum

customer revenue levels. This helps the banks to ______.

a. enhance the growth potential for each customer through cross-selling

b. make low-profit customers more profitable

c. reduce the rate of customer defection

d. focus disproportionate effort on high-value customers

e. increase the longevity of the customer relationship

45. Some customers inevitably become inactive or drop out. The challenge for marketers is to

reactivate them through ______strategies.

a. defection

b. recuperation

c. win-back

d. retention

e. sell-out

46. The process of building, maintaining, and using customer databases and other databases for

the purpose of contacting, transacting, and building customer relationships is called

______.

a. data warehousing

b. permission marketing

c. data mining

d. participatory marketing

e. database marketing

47. ______is the study of how individuals, groups, and organizations select, buy, use, and

dispose of goods, services, ideas, or experiences to satisfy their needs and wants.

a. Mind mapping

b. Consumer behavior

c. Target marketing

d. Product differentiation

e. Consumer activism

48. Social classes differ in media preferences, with upper-class consumers often preferring

______and lower-class consumers often preferring television.

a. magazines and books

b. movies

c. music downloads

d. video or computer games

e. radio

49. Identify an economic circumstance that can greatly affect any product or brand choice.

a. values

b. lifestyle

c. relocation

d. retirement

e. borrowing power

50. Ford motors, uses the ad caption “Magnify the Adventure” to promote its latest SUV, the Ford

Endeavour. The ad features the car traveling through an uneven, rocky terrain. Within the

context of Jennifer Aaker’s brand personality analysis, Ford Endeavour is most likely to be

strong on which of the following traits?

a. sophistication

b. sincerity

c. ruggedness

d. imagination

e. intelligence