QUESTION

Many aspects of consumer buying decisions are affected by the individual’s level of involvement. Level of involvement is

the amount of external search that an individual puts into the decision-making process.
the importance and intensity of interest in a product in a particular situation.
a combination of an individual’s demographic factors.
the particular circumstance or environment in which consumers find themselves.
the buyer’s perception, motives, and abilities.
2 points

QUESTION

If Hefty Bags expresses concern that its products are having too great an impact on the pollution of ground water under landfills, this concern is directly related to the firm’s

social responsibility.

marketing concept.

profitability.

ethics.

distribution system.

2 points

QUESTION

In testing her firm’s new TV ads for Pokémon action figures, Beth discovers the ads make children think many of the action figures can actually fly. Beth now faces an ethical decision regarding which element of the marketing mix?

Product

Price

Distribution

Promotion

Strategy

2 points

QUESTION

Sometimes business must find a balance between society’s demand for social responsibility and investors’ desires for profits. This is an example of a(n) ___________ responsibility.

ethical

legal

cost

philanthropic

economic

2 points

QUESTION

Cameron Inc. is a very profitable automobile repair shop. The company is well known for its great service and involvement in the community, but it fails to properly dispose of its used oil as outlined in environmental regulations. Cameron is failing in its ______ responsibilities.

legal

ethical

economic

philanthropic

strategic

2 points

QUESTION

The Browardton Quilters’ Guild has contacted all the major networks to try to warn people about the poor performance of miniature, hand-held sewing machines. These quilters are engaging in

publicity stunts.

the right to safety.

consumerism.

lobbying.

political action.

2 points

QUESTION 26

The undifferentiated targeting strategy for finding a target market will likely not be successful if

people within the market have heterogeneous needs.
the firm is capable of developing a single marketing mix that satisfies all people’s needs.
product positioning is needed.
the firm defines the total market as its target market.
people within the market have homogeneous needs.
2 points

QUESTION

A business advantage of the concentrated targeting strategy for any company is that it

requires less market research and information.
allows a firm to utilize all of its production capacity.
requires less intensive analysis of customers’ characteristics and needs.
maintains the firm’s flexibility in moving into other market segments.
allows a firm to develop a special marketing mix for a single market segment.
2 points

QUESTION

A targeting strategy in which an organization directs its marketing efforts at several segments is called a(n) ____ targeting strategy.

total market
undifferentiated
concentrated
integrated
differentiated
2 points

QUESTION

Segmentation variables are usually grouped into four categories:

attitudes, lifestyles, behaviors, and gender.
demographic, geographic, psychographic, and behavioristic.
demographic, geographic, religion, and income.
geographic, demographic, psychographic, and attitudes.
geopolitical, income, behavioristic, and psychographic.