Some business marketers have responded to the diversity that exists in the market by creating a:
a. centralized marketing organization.
b. product-centered organization.
c. market-centered organization.
d. geographically based organization.
e. home office in the center of the United States.
Question 2Which source of standardized marketing information uses demographic considerations to classify residential
neighborhoods?
a. Nielsen's PRIZM
b. NPD Group's online diary panels
c. Arbitron
d. GfK Group's Starch
e. Nielsen's Digital Voice
Question 3A consumer sees a television ad for athletic shoes with a famous basketball player and thinks, This must be a good product if he is endorsing it because he is an expert on basketball. This is an example of a(n)
a. persuasive speaker.
b. memorable source aiding in encoding associations about the product.
c. credible source used to make an inference about the product.
d. attractive source aiding in raising the attention levels of the viewer.
e. focus on the central arguments in persuasion.
Question 4Purchasing assumes a central role in:
a. protecting the cost structure of the firm.
b. managing relationships with customers.
c. managing relationships with suppliers.
d. all of the above.
e. (a) and (c) only.
Question 5Which of the following is an example of how standardized marketing information can be used?
a. Profiling customers
b. Measuring product sales and market share
c. Measuring advertising exposure and effectiveness
d. All of the above are correct
e. B and C are correct.
Question 6Consumers are using ____ when they form beliefs based on the number of supporting and counterarguments.
a. the frequency heuristic
b. Rob's repetition rule of thumb
c. the mere exposure effect
d. Weber's law
e. the recirculation heuristic
Question 7Over 75 percent of the value added by manufacturing in the United States is contributed by roughly ________ percent of all manufacturers.
a. 10
b. 20
c. 30
d. 40
e. 50
Question 8Although old-fashioned store audits are still used in some markets, the vast majority of consumer products in the
United States are now tracked via:
a. Geographic Information Systems
b. Online diary panels
c. People meters
d. Scanners
e. A, B, and C.
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