Multiple choice questions:
Question.1. Which of the following would be the best illustration of a subculture? A religion
A group of close friends
Your university
A fraternity or sorority
Your occupation
Question 2. 2. The five-stage model of the consumer buying process includes all of the following stages EXCEPT ________.
problem recognition
information search
social interaction
purchase decision
postpurchase behavior
Question 3. 3. All of the following are CRM imperatives EXCEPT ________.
acquiring the right customer
crafting the right value proposition
instituting the best processes
motivating employees
learning to make profits through marginal customers
Question 4. 4. A child growing up in the United States is exposed to all of the following values EXCEPT ________.
achievement and success
activity
efficiency and practicality
the importance of the group in daily life
freedom
Question 5. 5. Amy and Jack were loyal customers of GreenFoods, a local grocery store. However, after a couple of incidents where they had to return products that were stale and out of date, the couple decided to try out VeggiesNmore, a chain store that recently opened in town. Both Amy and Jack must move through each stage in the marketing funnel before becoming loyal customers.
Jack has shopped at VeggiesNmore. He was happy with the experience and thought that this could be an alternative to GreenFoods. However, he is also keen to try out other stores in the neighborhood. He is in the ________ stage of the marketing funnel as far as shopping at VeggiesNmore is concerned.
aware
open to trial
most often used
nonrejecter
regular user
Question 6. 6. ________ involves the use of sophisticated statistical and mathematical techniques such as cluster analysis, automatic interaction detection, predictive modeling, and neural networking.
Data management
Data marketing
Target market analysis
Data accumulation
Datamining
Question 7. 7. The 20-80 rule reflects the idea that ________.
the top 20% of customers often generate 80% of the company's profits
the top 20% of customers are highly satisfied and 80% of customers will recommend the company to a friend
20% of customers are unprofitable, and 80% make up a company's profits
20% of the company's profits are generated by the top 80% of customers
any new product offering will be accepted by 20% of the customers immediately, but 80% of the customers will be up for grabs throughout the product's life cycle
Question 8. 8. Anne prefers Yoplait strawberry yogurt over other brands. When she decides to try a different flavor, she picks another Yoplait yogurt because she believes that, if the strawberry flavor is good, other Yoplait flavors must be good as well. This behavior is best described as ________.
discrimination
associative networking
generalization
heuristic thinking
self-actualization
Question 9. 9. CRM technology can help motivate employees by ________.
analyzing customer revenue and cost data to identify current and future high-value customers
better targeting the company's direct marketing efforts
tracking customer-service satisfaction levels
aligning employee incentives and metrics
developing new pricing models
Question 10. 10. Cognitive psychologists believe that memory is ________, so that once information becomes stored in memory, its strength of association decays very slowly.
very limited
somewhat limited
fluid
often reflective
extremely durable
Question 11. 11. All of the following would be considered to be strategies for approaching consumers who had rejected your company's model of a product for another competitive brand EXCEPT ________.
redesign your company's product
alter beliefs about your company's brand
covertly alter the qualitative data about your product
alter beliefs about competitors' brands
call attention to neglected attributes
Question 12. 12. ________ portrays the "whole person" interacting with his or her environment.
Attitude
Reference group
Lifestyle
Culture
Subculture
Question 13. 13. A(n) ________ group is one whose values or behavior an individual rejects.
aspirational
disassociative
membership
primary
procreational
Question 14. 14. Acquiring new customers can cost ________ times more than satisfying and retaining current customers.
two
three
five
seven
10
Question 15. 15. People choose products that reflect and communicate their role and actual or desired ________ in society.
group
status
attitudes
beliefs
feelings
Question 16. 16. ________ is the difference between the prospective customer's evaluation of all the benefits and all the costs of an offering and the perceived alternatives.
Perceived usefulness
Failure avoidance rate
Report rating
Customer-perceived value
Competitors' market share rate
Question 17. 17. The ________ says people have a general tendency to attribute success to themselves and failure to external causes.
availability heuristic
trait-role theory
awareness set
anchoring heuristic
hedonic bias
Question 18. 18. A customer touch point in the airline industry would include an item such as ________.
reservations
mechanics' ability to service the airplanes
ease of access to the airport
the value of air travel versus surface transportation
competency of a travel agent
Question 19. 19. With the ________ heuristic, the consumer sets a minimum acceptable cutoff level for each attribute and chooses the first alternative that meets the minimum standard for all attributes.
conjunctive
lexicographic
elimination-by-aspects
primary
secondary
Question 20. 20. In the modern customer-oriented organizational chart, which of the following is considered to be at the top of the organizational pyramid?
Sales
The president
Front-line people
Customers
Middle management