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  |
