Multiple Choice Answers

1. When Penguin Catering Services first opened, the owner decided to target only events at nearby resorts.
Penguin Catering was using a _______ segmentation strategy.
A. differentiated
B. concentrated
C. micromarketing
D. benefit

2. When the market research problem isn’t clearly defined, a researcher should engage in _______
A. exploratory
B. data mining
C. syndicated marketing surveys
D. conclusive

3. McDonald’s used marketing research to develop a store redesign program worldwide. Among the
recommendations from the marketing research were efforts for McDonald’s to
A. identify three actionable segments, each with specific design needs.
B. abandon its traditional red-and-yellow color scheme for a more patriotic red, white, and blue.
C. eliminate drive-throughs in all future new restaurants.
D. create a quiet, more-private area for customers who wanted a more intimate meeting space.

4. If values provide goals, and self-concept is the way we see ourselves, lifestyles are
A. how we live our lives to achieve goals.
B. marketing manipulation of consumers’ fears.
C. images of how we should live our lives.
D. motivations turned into perceptual maps.

5. If the results of marketing research provide information that’s used in making management decisions,
marketing research will
A. create value.
B. replace the need for detailed planning exercises.
C. become an executive staff function.
D. become an important profit center in its own right.
6. As access to the Internet becomes nearly universal, it makes many potential market segments become
A. reachable.
B. identifiable.
C. perceptive.
D. substantial.

7. A(n) _______ is often used to illustrate the position of a firm’s products or brands in consumers’ minds.
A. VALS summary
B. mass-marketing analysis
C. loyalty timeline
D. perceptual map

8. Through analysis of sales data, Price-Cutters retail store found that customers who bought peanut butter
tended to also buy bananas. Price-Cutters was engaged in
A. behavioral analysis.
B. syndicated surveying.
C. focus group analysis.
D. data mining.

9. If a marketer feels the need to abandon the current configuration of the marketing mix to revitalize the
product or service, one preferred option is
A. lifestyle symbolization utilization.
B. ideal-point perception planning.
C. target concentration.
D. repositioning.


A _______ sets a limit on the amount of an imported item that can enter a country in a time period.
A. boycott
B. quota
C. tariff D. duty

Of the five strategies for entering new markets, direct investment creates the
A. most franchisee control.
B. greatest potential risk.
C. least investment cost.
D. opportunity for strong strategic alliances.
The consumer buying process begins when
A. performance risk is minimized.
B. functional needs are greater than psychological needs.
C. consumers recognize that they have an unsatisfied need.
D. consumers enter a store

For marketers, negative attitudes are typically difficult to change because
A. attitudes shift consumers from limited to extended problem-solving situations.
B. attitudes are learned and long lasting.
C. consumers weigh performance risk against functional needs when assessing their attitudes.
D. most consumers’ attitudes depend on prices.
When Brandon decided he needed a new car, he immediately called his old college roommate, who
owns a BMW dealership, to ask questions about options and financing. Brandon was searching for
information from a(n)
A. internal locus of control.
B. internal source.
C. decision heuristics establishment.
D. external source.
In the consumer decision process, deciding how long and how much effort to expend searching for
information depends on
A. the postpurchase anxiety associated with the product or service being considered.
B. the degree of perceived risk associated with the product or service being considered.
C. habitual decision making that most influences the alternative evaluation process.
D. the cultural reference group that most influences the alternative evaluation process.

In most cases, countries use tariffs to reduce foreign competition, but tariffs are also used
A. to shorten supply chains.
B. to stimulate consumer demand.
C. to offer domestic discounts.
D. as a response to perceived unfair trade practices.