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Q1: A reaction against rampant individualism and overconsumption in the postmodern world is the rise of___protest movements

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Answer: anti-consumption

Q2: Birkin handbags, Omega watches, and Maserati cars, are products that sell at very high retail price points. They are sold on___

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Answer: aesthetic value

Q3: ___is where consumers reject the acquisition of material possessions in favour of experiences

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Answer: Deconsumption

Q4: The iconic Volkswagen (VW) Beetle re-launched in 1998; the New Mini, and the re-launch of the Michelin Man back into advertising are examples of

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Answer: Retro-marketing.

Q5: Marketers in the past focused on___consumer buying motives

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Answer: rational

Q6: Economic concepts of consumer decision-making needed to be replaced with a theory of

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Answer: the value of signs.

Q7: Environmental inputs into this experiential consideration of consumer decision-making stress the following

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Answer: syntactic forms of communication, non-verbal, and subjective features.

Q8: ___is used by marketers to understand such image-meanings, to embed the macroanalysis of consumer decision-making into a theory of cultural interaction

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Answer: Semiotics

Q9: The term marketing refers to

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Answer: a philosophy that stresses customer value and satisfaction.

Q10: In the history of marketing, when did the production period end

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Answer: In the 1920s.

Q11: Which skills and capabilities will marketers need to increasingly have

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Answer: digital and social media marketing.

Q12: There are___main types of buyer-seller exchanges in marketing

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Answer: three

Q13: In relationship marketing firms focus on___relationships with___

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Answer: long-term; customers and suppliers

Q14: A further 3Ps are incorporated into the marketing mix

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Answer: physical evidence, process and people.

Q15: The consumer goods perspective of marketing assumes there are comparatively few suppliers within a particular industry, all rivals for the___

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Answer: aggregated demand.

Q16: According to the Marketing and Sales Standards Setting Body (MSSSB), which of the following is not a marketing function

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Answer: Develop sales tactics.

Q17: The term ‘marketing mix’ describes

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Answer: a blending of strategic elements to satisfy specific target markets.

Q18: Newsletters, catalogues, and invitations to organisation-sponsored events are most closely associated with the marketing mix activity of

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Answer: Promotion

Q19: The way in which the product is delivered to meet the customers’ needs refers to

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Answer: place or distribution activities.

Q21: The key term in the American Marketing Association’s definition of marketing is

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Answer: value.

Q22: A critical marketing perspective is the process of determining

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Answer: the worth and impact of marketing activities.

Q23: When customer expectations regarding product quality, service quality, and value-based price are met or exceeded,___is created

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Answer: customer satisfaction

Q24: Four competing philosophies strongly influence the role of marketing and marketing activities within an organization. Which if the following is not a component of market orientation

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Answer: Profitability orientation.

Q25: In order for exchange to occur

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Answer: each party must have something of value to the other party.

Q26: Which of the following is not part of the external marketing environment

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Answer: Product.

Q27: Tobacco advertising is now virtually banned in all marketing communication forms in many countries around the world. This can be explained as an influence of

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Answer: legal environment.

Q28: A firm has decided to alter its pricing and promotional strategies in response to slower than expected job growth and declining personal incomes. The firm is responding to changes in its

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Answer: economic environment.

Q29: The process of collecting information about the external marketing environment is

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Answer: environmental scanning.

Q30: The six dimensions usually considered to constitute the external marketing environment include all of the following except

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Answer: suppliers

Q31: The phenomenon that customers are happy to work with companies and organizations to solve problems is referred as

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Answer: crowd-sourcing.

Q32: New technology results in new goods and services, and it can also

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Answer: reduce prices through new production and distribution methods.

Q33: Toyota’s Prius and Honda’s hybrid Civic are examples of technological products inspired by

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Answer: social pressure to develop more fuel-efficient vehicles with fewer dangerous emissions.

Q34: ___is the collection and interpretation of information about forces, events, and relationships that may affect the organization

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Answer: Environmental scanning

Q35: The differentiation of a firm’s products or services is underlined to promote environmental responsibility. One of the examples includes Marks and Spencer’s Plan A initiative. This strategy is referred to as

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Answer: Eco-branding

Q36: Marketing managers cannot control___but they can at times influence it

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Answer: the external environment

Q37: The external environment

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Answer: must be continually monitored by marketing managers.

Q38: The differentiation of a firm’s products or services to promote environmental responsibility is referred to as

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Answer: eco-branding.

Q39: Which of the following elements is not part of Porter’s Five Forces model for industry competitiveness

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Answer: Threat from government.

Q40: Which of the following characteristics would usually make a market less competitive

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Answer: High barriers to entry.

Q41: To evaluate an organization’s Strategic Business Units (SBU), the Boston Consulting Group developed a portfolio performance framework that characterizes some of the SBUs as

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Answer: Question marks.

Q42: The quadrant of the Boston Consulting Group (BCG) matrix that represents both a high market share and a high rate of market growth includes the

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Answer: stars.

Q43: ___is the simplest model of consumer buying behaviour to understand, stressing how the consumer goes through six key stages in the acquisition process

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Answer: Consumer Acquisition Model

Q44: We are motivated to re-evaluate our beliefs, attitudes, opinions, or values if our position at one point in time is not the same as the position we hold at an earlier period due to some intervening event, circumstance, or action. This is referred to as

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Answer: Cognitive dissonance

Q45: Which is NOT classified in buyclasses

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Answer: information gathering

Q46: With respect to consumer behaviour, one’s friends and relatives could be considered a/an

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Answer: reference group influence.

Q47: Which of the following is not part of the consumer proposition acquisition process

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Answer: Perception.

Q48: The purchasing department reorders on a routine basis, very often working from an approved list of suppliers. This is referred to as

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Answer: straight rebuy

Q49: The purchasing strategy is based on collaboration in research and development. This is called

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Answer: updator

Q50: Which of the following can be described as an affective mental state

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Answer: Attitudes.

Q51: ___can be defined as the manner in which the individual copes and deals with his/her psychological and physical environment on a day-to-day basis

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Answer: Lifestyle

Q52: An imbalance between a consumer’s actual and desired state in which recognition that a gap or problem needs resolving is called

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Answer: motive development.

Q53: ___is the process by which we acquire new knowledge and skills, attitudes and values, through study and experience, or by modelling others’ behaviour (e.g. parents, friends)

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Answer: Learning

Q54: Needs are hidden, our subject is unaware of his or her need. This is referred to as

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Answer: latent,

Q55: Social grade is a means of classifying the population by___

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Answer: occupation

Q56: Opinions can be referred to as cognitive and

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Answer: are held with limited conviction since an underlying attitude on an issue is not formed. .

Q57: Providing free samples of perfumes (scent) in magazines is an example of which of the following

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Answer: Classical conditioning.

Q58: The process of deliberative selection of an offering from amongst a repertoire of acceptable alternatives is called

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Answer: picking

Q59: Re-evaluation of the consumer product acquisition process attempts to measure the degree of

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Answer: consumer satisfaction with the purchase.

Q60: Which of the following consumer buying behaviours requires the least effort

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Answer: Routine buying.

Q61: Companies often reinforce consumer loyalty by providing reward cards and points for purchasing (e.g. the Nectar card in Britain) and stamps (e.g. as used by the Japanese retailer, 7-Eleven). These activities can be referred to as___

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Answer: operant conditioning.

Q62: The process that creates changes in behaviour is called

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Answer: learning.

Q63: Marketing research

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Answer: is used to obtain information for management to make more informed decision making.

Q64: Marketing research, by presenting pertinent information in a useful format

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Answer: aids marketing decision makers in analyzing data and in suggesting possible actions for strategic marketing direction.

Q65: ___usually alpha-numeric, i.e. words and numbers, are often entered into word-processed documents as interview transcripts from audio or videotape or entered directly into computer software applications (e.g. NVivo) as video or sound files for content analysis

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Answer: Qualitative data.

Q66: Once the agency has discussed the brief with the client, the agency provides a detailed outline of how they intend to investigate the problem. This document is called the___

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Answer: research proposal.

Q67: Second-hand data, collected for someone else’s purposes, is known as___

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Answer: secondary research.

Q68: Which of the following is not one of the categories of research design

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Answer: Desk research.

Q69: Which technique is used to collect data that has been previously collected for a purpose other than the current research situation

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Answer: Secondary research.

Q70: Information collected for the first time specifically for a marketing research study is called

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Answer: primary research.

Q71: Secondary data has two important advantages over primary data. It is

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Answer: generally cheaper to gather than primary data and takes less time to find.

Q72: ___systems are used to mine customer data, particularly when undertaking research into characterizing customer groups and their product/service usage

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Answer: Customer relationship management (CRM)

Q73: Criteria like gender, ethnicity, or some other customer characteristic are used to restrict the sample, but the selection of the sample unit is left to the judgment of the researcher. This is called

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Answer: quota sampling.

Q74: A probability sample constructed where the population elements are accorded a number and a sample is selected by generating random numbers, which correspond to the individual population elements. This is called

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Answer: simple random sample.

Q75: Which sampling techniques are often selected in qualitative research

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Answer: non-probability sampling.

Q76: What is the term used to describe the degree to which the data elicited in a study is replicated in a repeat study

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Answer: Reliability.

Q77: One thing that is usually true of focus groups is that

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Answer: most groups involve a small number of participants.

Q78: Which type of research methods are designed to elicit responses to predetermined, standardized questions from a large number of respondents

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Answer: Quantitative.

Q79: The___process commences at corporate level. Here the organization sets out its overall mission, purpose, and values

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Answer: strategic planning

Q80: A statement that sets out what the organization wishes to achieve in the long term is referred to as

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Answer: mission.

Q81: Organizational values are important because they

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Answer: help guide behaviour and the recruitment and selection decisions.

Q82: Large organizations create___, which assume the role of a separate company and create their own strategies and plans in order to achieve their corporate goals and contribution to the overall organization

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Answer: strategic business units

Q83: The Strategic Marketing Planning process consists of a series of logical steps and these steps can be aggregated into four phases. Which of the following is not included in the phases of the strategic marketing planning

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Answer: Defining marketing strategy.

Q84: Which of the following firms has often followed a market challenger (second-mover) strategy

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Answer: Sainsbury’s.

Q85: SWOT is an acronym for

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Answer: strengths, weaknesses, opportunities, threats.

Q86: In SWOT analysis, situations where organizations are able to convert weaknesses into strengths and threats into opportunities, are called

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Answer: conversion strategies.

Q87: This is something that at some time in the future may destabilize and/or reduce the potential performance of the organization

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Answer: Threat.

Q88: ___is the process that helps managers understand the nature of the industry, the way firms behave competitively within the industry, and how competition is generally undertaken

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Answer: Strategic market analysis

Q89: These objectives are often employed in mature markets as firms/products enter a decline phase. The goal is to maximize short-term profits and stimulate a positive cash flow

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Answer: Harvest objectives.

Q90: Which of the following is not the condition necessary for the achievement of sustainable competitive advantage (SCA)

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Answer: The perceived difference results from cheaper price.

Q91: An organization can offer standard products at acceptable levels of quality, yet still generate above-average profit margin by adopting___

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Answer: cost leadership.

Q92: ___are about organizations seeking gaps in broad market segments or finding gaps in competitors’ product ranges

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Answer: Focus strategies

Q93: These products and brands can shape the nature of competition in the market, set out standards relating to price, quality, speed of innovation, communications, as well as influencing the key distribution channels. This market positioning is called

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Answer: market leader

Q94: Diversification is best described as which of the following

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Answer: New products for new markets.

Q95: Key performance indicators, which companies set and measure their progress towards in order to determine whether or not they have improved or maintained their performance over a given period of time, are referred to as

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Answer: marketing metrics.

Q96: Why is market segmentation carried out

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Answer: By grouping together customers with similar needs, it provides a commercially viable method of serving these customers.

Q97: The___method is one of the main approaches to segmenting markets by adopting the view that the market consists of customers that are essentially the same, so the task is to identify groups which share particular differences

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Answer: breakdown

Q98: An example of a segmented market would be

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Answer: Honda separating its potential customers into economy car buyers and luxury car buyers.

Q99: To be effective, the process of market segmentation must meet which of the following basic requirements

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Answer: The market segment must have measurable purchasing power and size.

Q100: Which of the following are the three broad groups of consumer segmentation criteria

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Answer: Behavioural, psychological and profile criteria.