MKTG 80 Comprehensive Exam

1. What are the two central concerns of marketing?

• Establishing market share and making profits

• Holding down costs and increasing profits

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  Discovering and satisfying needs

• Finding customers and making profits

2. The first objective in marketing is to discover consumer ___________.

• Diversity

• Potential

• Objectives

• Needs

3. The description of a population according to selected characteristics such as age, gender, ethnicity, income, and occupation is referred to as ___________.

• Prospecting

• Behavioral analysis

• Statistical analysis

• Demographics

4. A favorable attitude toward and consistent purchase of a single brand over time is referred to as _____________.

• Brand loyalty

• Brand bias

• Behavioral loyalty

• Consumer allegiance

5. Another name for the analysis of consumer lifestyle is ________________.

• Demographics

• Psychographics

• Social statistics

• Psysiological needs

6. There are five stages in the purchase decision process. What is the first stage?

• Purchase decision

• Problem recognition

• Post purchase behavior

• Information search

7. Changing the place an offering occupies in consumers' minds relative to competitive products is referred to as _____________.

• Product repositioning

• Product adaptation

• Product positioning

• Perceptual mapping

8. A good, service, or idea consisting of a bundle of tangible and intangible attributes that satisfies consumers and is received in exchange for money or something else of value is referred to as _______________.

• stock item

• product

• consumer good

• Merchandise

9. What is the term used to refer to intangible activities or benefits that an organization provides to satisfy consumers' needs in exchange for money or something else of value?

• Enhancements

• Marketing activities

• Services

• Customer facilitation

10. Any container in which a product is offered for sale and on which information is communicated is referred to as __________. 

• Product display

• Merchandising

• Packaging

• A storage unit