Understanding the Customer and the Market
Understanding the Customer and the Market

Understanding the Customer and the Market

Lead Author(s): Saylor Academy

Source: Saylor

Student Price: FREE

This question pack looks market segmentation, consumer behaviour and methods of its analysis, quantitative vs. qualitative data and more.

This content is licensed under the Creative Commons Attribution 3.0 Unported License.

Understanding the Customer and the Market Question 1

All of the following are methods of segmenting the business market EXCEPT ______________.

A

psychographic

B

demographic

C

geographic

D

end‑use

Understanding the Customer and the Market Question 2

Businesses use which of the following methods to communicate with their customers?

A

personal selling

B

sales promotion

C

advertising

D

public relations

E

all of the above

Understanding the Customer and the Market Question 3

Cognitive dissonance ______________.

A

is defined as pre‑purchase anxiety and doubt

B

is more likely to occur as the cost and complexity of the purchase increases

C

is more likely to occur when there is a balance between attitudes, beliefs, and knowledge

D

decreases if the product does not have the desired features

Understanding the Customer and the Market Question 4

Compared to the purchasing process for consumer products, ______________.

A

distribution channels for business products are significantly longer

B

customer relationships for business products tend to be short‑term and transactions-based

C

personal selling plays a much larger role in business products markets

D

customer service plays a smaller role in the distribution of business products

Understanding the Customer and the Market Question 5

Consumer behavior refers to ______________.

A

organizational and consumer purchase decision‑making behavior

B

customer spending patterns

C

post‑purchase decision‑making behavior

D

the consumer decision‑making process

Understanding the Customer and the Market Question 6

Nabisco’s ______________ website provides detailed information regarding brands and promotions, but online visitors are not able to purchase products such as Ritz crackers or Oreo cookies.

A

marketing

B

intranet

C

extranet

D

corporate

Understanding the Customer and the Market Question 7

Purchases that have a potentially high level of social or economic consequences are ______________.

A

usually undertaken with relatively little investment of time and effort

B

known as low‑involvement decisions

C

generally made alone without the involvement of others

D

known as high‑involvement purchase decisions

Understanding the Customer and the Market Question 8

San Diego Hospital is offering classes free of charge to the public in the areas of weight control, stress management, and nutrition. The classes indicate that the hospital has adopted a concept of ______________.

A

production

B

sales

C

seller's market

D

added value

Understanding the Customer and the Market Question 9

The current marketing period is referred to as the ______________ era.

A

production

B

relationship

C

marketing

D

sales

Understanding the Customer and the Market Question 10

The personal determinants of consumer behavior include the ______________.

A

culture in which a person is raised

B

individual’s needs and motives

C

family to which one belongs

D

society from which one comes

Understanding the Customer and the Market Question 11

A marketer that needs qualitative data, should gather which of the following types of information?

A

Numerical

B

Verbal

C

Same‑source

D

Metric

Understanding the Customer and the Market Question 12

After Kraft researched a series of its advertisements, it was determined that consumers preferred brighter and lighter colors to depict something that was “more heavenly” in Philadelphia Light Cream Cheese ads. Kraft made improvements in their promotions and enjoyed strong sales results. In scenarios like this one, advertisers solicit feedback on an advertisement or specific new product idea by conducting which of the following?

A

Concept design

B

Concept testing

C

Shape analysis

D

Graphic profiling

Understanding the Customer and the Market Question 13

Assuming that you are a marketing researcher, what form of data would you be acquiring if it had the advantages of being inexpensive, quickly accessible, reliable, and often including large sample sizes?

A

Primary data

B

Physiological data

C

Face‑to‑face interview data

D

Secondary data

Understanding the Customer and the Market Question 14

Collecting new information about the market directly from consumers through interviews or surveys is known as which of the following?

A

Basic research

B

Secondary data

C

Marketing intelligence

D

Primary data

Understanding the Customer and the Market Question 15

Gallup provides in‑depth industry reports based on its proprietary probability‑based techniques. Researchers will study a Gallup panel via telephone research, completing 10,000 interviews daily using many different survey forms. Gallup, and others like it, represents what type of information sources?

A

Syndicated sources

B

Government sources

C

Pure demographic sources

D

Tri‑variable sources

Understanding the Customer and the Market Question 16

Government is a huge supplier of information to the public. Through such organizations as the Census Bureau, the Bureau of Labor Statistics, and the National Center for Health Statistics, the U.S. Government supplies interested parties with which type of data?

A

Secondary

B

Primary

C

Syndicated

D

Virtual

Understanding the Customer and the Market Question 17

Movie studios often conduct test screenings of their films to do which of the following?

A

Generate ideas for marketing campaigns

B

Measure concession sales

C

Determine the award categories that might be appropriate for the film

D

Assist members of the entertainment press

Understanding the Customer and the Market Question 18

What is the most common method for conducting quantitative research?

A

Focus groups

B

Ethnographic studies

C

Surveys

D

Physiological data

Understanding the Customer and the Market Question 19

Which of the following highly flexible survey methods suffers from high cost, low participation by respondents, and the perception that it is a pseudo sales solicitation?

A

Face‑to‑face interviews

B

Online surveys

C

Telephone surveys

D

Ethnographic surveys

Understanding the Customer and the Market Question 20

Your company paid a marketing research firm to do an in‑depth study of target customers. The information your company learned from this project resulted in a competitive advantage. Which of the following best describes a chief advantage of using the primary data that your firm is enjoying?

A

It is time‑consuming.

B

It is proprietary.

C

It is less costly.

D

It does subconscious analysis.

Understanding the Customer and the Market Question 21

A marketing researcher who wants to segment the market by the population’s involvement in an activity should choose which of the following?

A

Demographic segmentation

B

Geographic segmentation

C

Behavioral segmentation

D

Physiological segmentation

Understanding the Customer and the Market Question 22

All of the following are qualities of a good target EXCEPT:

A

Measurability.

B

Maturity.

C

Accessibility.

D

Profitability.

Understanding the Customer and the Market Question 23

All of the following are widely used measures of demographics EXCEPT:

A

Gender.

B

Age.

C

Life stage.

D

Attitudes.

Understanding the Customer and the Market Question 24

Identifying the qualities of consumers who are likely to buy your product and then customizing your activity to meet their unique needs is called ______________.

A

Target marketing

B

Positioning

C

Segmenting

D

Differentiation

Understanding the Customer and the Market Question 25

If a researcher were looking for such facts as the total number of firms and the total dollar amount of sales in Canada, the United States, and Mexico, she should begin with which of the following?

A

North American Industry Classification System (NACIS) reports

B

International Census Data Index (ICDI)

C

United Nations databank

D

U.S. Chamber of Commerce databank

Understanding the Customer and the Market Question 26

Mattel introduced a new brand it called Barbie Girls to attract the increasing number of girls who spend a lot of time online in virtual worlds instead of playing with real dolls in the physical world. Which of the following forms of segmentation is Mattel basing its strategy on to reach this target market?

A

Behavioral segmentation

B

Geographic segmentation

C

Demographic segmentation

D

Psychographic segmentation

Understanding the Customer and the Market Question 27

Sources that can identify frequent users of a product category include all of the following EXCEPT:

A

Industry group reports.

B

Hypnosis therapy.

C

Surveys of consumer behavior.

D

Product sales.

Understanding the Customer and the Market Question 28

To get a solid vision of the firm’s potential customers, you would do which of the following?

A

Brand the product

B

Target a niche market

C

Position the product

D

Segment the population

Understanding the Customer and the Market Question 29

Which of the following psychographic segment acronyms would be the best target for products like expensive roadsters and exotic vacations?

A

VALS

B

PUPPIES

C

DINKS

D

DISH

Understanding the Customer and the Market Question 30

You are considering the properties of good targets for marketing efforts. You have a target group that is characterized as having sufficient size, a willingness to buy, and an ability to pay. Which of the following properties of a good target does this group display?

A

Measurable

B

Profitable

C

Accessible

D

Distinguishable

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