Check On Learning #1 Insert the CORRECT letter in the table below: 15/18 = 83% = 4.

2/5 points 1 2 3 4 5 6 A D E A E A D 7 8 9 10 11 12 A E C A E C A 13 14 15 16 17 18 D C E C E C E

Chapter 1: 1. According to the text: A. marketing is much more than selling or advertising. B. the cost of marketing is about 25 percent of the consumer's dollar. C. marketing affects every single aspect of your daily life. D. marketing discourages research and innovation. E. all of the above are true statements.

2. Marketing encourages research and _______________, the development and spread of new ideas, goods and services. A. analysis B. assessment C. evaluation D. innovation E. introspection

3. The three basic ideas in the "marketing concept" are: A. customer satisfaction, resource efficiency, sales maximization. B. customer satisfaction, total company effort, sales growth. C. resource efficiency, sales growth, profit maximization. D. customer satisfaction, marketing manager as chief executive, profit. E. customer satisfaction, total company effort, profit.

Chapter 2:

4. A marketing strategy A. specifies a target market and a related marketing mix. B. provides a focused but narrow picture of what a firm will do in some market. C. is a market-oriented, whole-company plan. D. includes two interrelated partsproduct mix and product development. E. includes the marketing mix, but does not specify customers.

5. The "four Ps" of a marketing mix are: A. Production, Personnel, Price, and Physical Distribution B. Promotion, Production, Price, and People C. Potential customers, Product, Price, and Personal Selling D. Product, Price, Promotion, and Profit E. Product, Place, Promotion, and Price

6. When Colgate encourages its current customers to brush more often by taking their toothbrush and toothpaste to work with them, which market opportunity is Colgate pursuing? A. Market development B. Product development C. Diversification D. Market penetration

Chapter 3:

7. Maria Lopez runs an errand service from her home. For a fee, she will pick up dry cleaning, buy groceries, plan small parties, and do errands for her customers. The demand for this type of service has increased because of changes in the A. cultural/social environment. B. legal environment. C. technological environment. D. political environment. E. none of the above.

8. When using screening criteria to evaluate opportunities: A. Marketers must try to match opportunities to the firm's resources and

objectives. B. Quantitative and qualitative criteria should be considered. C. Opportunities that are not expected to be profitable after one year of implementation should always be dropped. D. All of the above. E. A and B only.

9. Using General Electric's "strategic planning grid," an opportunity rated "medium" in terms of industry attractiveness and "high" in terms of business strengths would be evaluated as: A. yellow--borderline. B. red--for no growth. C. green--for growth. D. could be yellow, red, or green--because the grid suggests that opportunities with medium ratings need more analysis.

Chapter 4: 10. ______________ is the process of naming broad product-markets and then segmenting these broad product-markets in order to select target markets and develop suitable marketing mixes. A. Market segmentation B. Strategic planning C. Mass marketing D. Market positioning E. Implementation

11. Given its interest in the broad product-market for "ready-to-eat, healthconscious snack foods," which of the following should the GoodHealth Foods Co. do FIRST? A. Develop a plan for getting support from intermediaries. B. Develop each of the four Ps at the same time. C. Segment the product-market to try to identify homogeneous submarkets and select an attractive target market. D. Determine whether to compete on a price basis. E. Decide what low-fat product or products it will offer.

12. Ford Motor Co. asks members of its target market to rate its cars and those of General Motors and Chrysler on a 7-point scale in terms of two dimensions (comfortable seats and engine power) so that it can establish a quadrant-grid of these ratings. What type of analysis is Ford conducting?

A. Positioning B. Combining C. Qualifying D. Dimensional

Chapter 6: 13. L'Oreal advertises its hair color with the popular tagline, "So it costs a bit more. But I'm worth it!" Here, L'Oreal's marketing effort focuses on satisfying what level in the hierarchy of needs? A. Social needs B. Safety needs C. Physiological needs D. Personal needs

14. Psychographics is the analysis of a person's day-to-day pattern of living as expressed in that person's A. safety, social, and personal needs. B. actions, interests, and occupation. C. activities, interests, and opinions. D. culture, beliefs, and attitudes. E. psychological and physiological needs. 15. Lars Sorenson is a college student who needs to purchase a suit for job interviews. In the past his father has helped him buy suits. This time, he is the sole decision maker and is paying for the $450 suit with money he earned at his parttime job. Lars is concerned about good fit and good value so he visits several stores before making his purchase. For Lars, this situation seems to be one of:

A. Routinized response behavior. B. Low involvement purchasing. C. Extensive problem solving. D. Limited problem solving. E. Adoption purchasing.

Chapter 8: 16. Regarding "marketing research" and "marketing information systems": A. marketing information systems gather, access, and analyze data from intracompany sources, while marketing research handles all external sources. B. both tend to focus on nonrecurring information needs. C. marketing information systems tend to increase the quantity of information available for decision making, but with some decrease in quality. D. most firms have gone "too far" trying to apply modern decision-making techniques. E. None of the above is true.

17. Identify the correct sequence in the marketing research process. A. Analyzing the situation, getting problem-specific data, interpreting the data, defining the problem, solving the problem. B. Analyzing the situation, defining the problem, getting problem-specific data, interpreting the data, solving the problem. C. Defining the problem, analyzing the situation, getting problem-specific data, interpreting the data, solving the problem. D. Getting problem-specific data, interpreting the data, analyzing the situation, defining the problem, solving the problem. E. Getting problem-specific data, interpreting the data, defining the problem, solving the problem, analyzing the situation.

18. Which of the following statements is True regarding the last step in the marketing research processsolving the problem?

A. In this step, managers use the research results to make decisions. B. Research needs to have action implications to have value. C. Managers should be able to apply the research findings to marketing strategy planning. D. Research that does not provide information that is useful for decisionmaking is a waste of time and money. E. All of the above.