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Company sales invoices, Census data, and trade association statistics are examples of:

secondary data

Assuming that a market research study will answer important questions and reduce uncertainty associated with the proposed project, the other major question that needs to be addressed before starting the study is:

is top management committed to the study

The first question a market researcher should ask when considering a research study is:

will the research be useful

The Marketing Research Process follows five steps, and researchers:

may not always go through them in the exact sequence if the situation changes or new information is discovered.

The AMA guidelines for marketing research:

all of these

The many incidents of identity theft and scams falsely presented to consumers as market research surveys have made:

it more difficult for market researchers to gain cooperation from respondents.

From charitable giving to medical records to Internet tracking, consumers are more anxious than ever about:

preserving their right to privacy.

Through analysis of sales data, Price-Cutters retail store found that customers who bought peanut butter also tended to buy bananas. Price-Cutters was engaged in:

data mining.

Marketing research includes all of the following except:

creating data.

A ____________ is often used to illustrate the position of a firm's products or brands in consumers' minds.

perceptual map

Whenever Donald calls on potential pest control customers, he emphasizes the fact that, unlike the national franchise competitors, he is a local business person and has been in business over twenty years. Donald is _______________ his business relative to his competition.


When selecting a target market, firms should attempt to:

match the firm's competencies with a market segment's attractiveness.

Ronaldo wants to develop an Internet auction-based business and is working through the STP process. After establishing his objectives, describing potential market segments, and evaluating the attractiveness of each segment, Ronaldo now has to:

select a target market.

The manager of Plantation River Country Club wanted members of the very upscale club to use the bar and dining facilities more frequently. He offered a two-for-one "happy hour" special but few members showed up. The manager did not have a grasp of what made his target market:


Ryan wants to sell personal Web site services to American soldiers in Afghanistan. Because of the difficulty of communicating with people in a war zone, Ryan may have trouble with this segment not being:


Karen has identified four potential market segments for her Rent-A-Chef home meal catering service. She will now evaluate whether or not each segment is:

all of these

While demographic and geographic segmentation of retail customers is relatively easy, these characteristics do not help marketers determine:

what their customers need.

One of the reasons marketers use loyalty segmentation is:

the high cost of finding new customers.

Gloria is opening an upscale women's clothing store in a growing suburban residential area. Gloria knows her target market is upper-income women living within twenty miles. She can't afford to purchase a PRIZM or Tapestry analysis so she will most likely use ________________ as a basis for targeting her market.

real estate values by subdivision

Golden Years Vitamin Corporation targets consumers living in Florida who are over 65. Golden Years is using _______________ segmentation.


The Lite beer commercial with the slogan, "less filling, tastes great," was based on ______________ segmentation.


Marketers have found that ___________________ segmentation is often more useful for predicting consumer behavior than ________________ segmentation

psychographic; demographic

Paul is considering psychographics as a way to segment the market for his small travel agency. This approach to segmentation offers him an advantage because:

it is based on behaviors and underlying reasons why people make choices.

____________________ segmentation is the most common basis of consumer market segmentation because these segments are easy to define and usually easy to reach.


Alex has found that both commercial and residential real estate buyers respond positively to his marketing communication message. Alex has identified ____________ that respond similarly to his marketing efforts.

market segments

Sally is in the new marketing department of a mid-sized lawn and garden company. She is working on the first marketing plan the firm has ever used. She has defined the mission and objectives, and she just finished a situation analysis for the firm. The next step is to:

identify and evaluate opportunities by conducting segmentation, targeting and positioning analysis.

If a B2B customer is satisfied with an existing supplier, it will probably engage in a(n) ___________ to purchase additional quantities of the item.

straight rebuy

When Walmart considers re-ordering items for its stores, its buyers are instructed to negotiate price concession, quality improvements, and/or added options. In this situation, Walmart buyers are engaged in a(n) __________________ situation.

modified rebuy

Not knowing the roles of key players in the buying process could cause a sales representative to:

waste time and alienate people.

The customer Carlotta is calling on today has a(n) __________ buying center culture. This means that the decision process will involve reaching agreement among all members of the buying center.


Carlos recently graduated with a degree in marketing, and he has taken an attractive sales position with a B2B firm. He did quite well in school, but one of his strongest assets is the way he works with people. In the firms he plans to visit, he has planned to focus most of his attention on:

Carlos should focus on all of these.

In most large organizations, several people are responsible for making a purchase decision. This group is called the:

buying center.

As purchasing manager for Avalon Electronics, Carrie is required to submit a vendor performance analysis every three months. To meet this requirement, Carrie will probably:

specify and weight performance factors and quantify results.

After evaluating proposals they received for new telecommunication equipment, the buying center for USF Corporation will probably discuss ___________ with qualified suppliers.

all of these

After need recognition, a business develops ____________ that suppliers might use to develop their proposals.

product specifications

Which of the following is an example of an institutional buyer?

Mayo Clinic Hospital

Paula has developed a successful business selling appliances to homebuilders. She carefully monitors the issuance of new home permits to anticipate how many appliances she will need to buy in order to supply her customers. Paula is concerned with ______________.

derived demand

Business-to-business marketing involves buying and selling goods or services by all of the following except:


Marketers are particularly interested in postpurchase behavior because it:

involves actual rather than potential customers.

Marketers are particularly interested in postpurchase behavior because it:

involves actual rather than potential customers.

Consumers consider universal, retrieval, and evoked sets during which stage of the consumer decision process?

Evaluation of alternatives

After purchasing an expensive pair of shoes, you may question whether or not the shoes are any better than the less expensive shoes you could have purchased instead. This is an example of postpurchase cognitive dissonance.


By producing motorcycles that do more than get riders to their destinations and back, Harley-Davidson is addressing consumers'__________________ needs.

functional and psychological

Ryan believes he is responsible for his actions, and he will conduct extensive searches before making a purchase. Michael's favorite phrase, when confronted by the need to make a decision, is, "Whatever." In marketing terms, Ryan is said to have a(n) ___________ and Michael, a(n) ___________.

internal locus of control; external locus of control

Marketers often use principles and theories from ______________ and _____________ to decipher many consumer actions and develop basic strategies for dealing with their behavior.

sociology; psychology

The greater the difference between a consumer's unsatisfied need and the desired state, the greater the need recognition will be.


Natalia and her fiancée Dow are planning their wedding. She knows her mother wants her to have a traditional church wedding with a Roman Catholic priest officiating. Natalia would like to have an informal ceremony on the beach, since that type of wedding has become popular with her friends. Furthermore, Dow is from Thailand and would like to have a monk officiate. Natalia and Dow's wedding decisions are influenced by:

family, reference groups, and culture.

Last semester, Henri bought his textbooks over the Internet and saved a considerable amount of money. Classes start in a few days, and he needs to decide right away how and where to purchase his books. Henri will engage in ___________________________ process.

a limited problem solving

There is an old saying, "Never go to the grocery store hungry." This saying suggests that a consumer's _________________ state may adversely affect purchasing decisions.


Maslow's Hierarchy of Needs includes physiological needs at the lowest level and self-actualization at the top. The three levels in between are

safety, love and esteem.

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