< Liberty BUSI 520 Quiz 2 Chapters 6-11>


Question 1                                                                                                                                          2 out of 2 points


________ is the process by which we select, organize, and interpret information


inputs to create a meaningful picture of the world.


Question 2                                                                                                                                          2 out of 2 points


Brands that meet consumers’ initial buying criteria are called the ________.


Question 3                                                                                                                                          2 out of 2 points


Gordon Jones is considering purchasing a computer from Best Buy. He has


created a scale for rating eight different computers on three different


characteristics. He plans to short-list only those computers, that score at least a


seven on his scale on all three characteristics. Which of the following choice


heuristics has he chosen?


Question 4                                                                                                                                          2 out of 2 points


The relatively homogeneous and enduring divisions in a society, which are


hierarchically ordered and whose members share similar values, interests, and


behavior constitute ________.


Question 5                                                                                                                                          2 out of 2 points


Consumers who worry about the environment and want products to be produced in


a sustainable way have been named ________.


Question 6                                                                                                                                          2 out of 2 points


Ben always reaches for the bright blue and yellow box of Ritz crackers when he


visits the snack food aisle in the grocery store. He rarely even reads the box or


checks the price. Which of the following heuristics is most likely being used by




Question 7                                                                                                                                          2 out of 2 points


Steve has only 20 minutes to have lunch. Although he really likes McDonald’s, the


line is very long and he is concerned that he will not have a chance to get through


the line and eat his lunch before he is due back at work. Steve perceives




________ in going to McDonald’s today.




Question 8                                                                                                                                          2 out of 2 points


Which of the following theories developed by Frederick Herzberg distinguishes


dissatisfiers from satisfiers?


Question 9                                                                                                                                          2 out of 2 points


A mobile phone manufacturing company observes that the main reason for an


abrupt fall in their sales volume is the unconventional design of their phones that


consumers found inconvenient and unattractive. The findings prompt the company


to adopt a new strategy. They redesigned the product models keeping the


requirements of the end-user in mind. According to the expectancy value-model,


the company’s strategy can be termed as ________.


Question 10                                                                                                                                       2 out of 2 points


Maria considers buying a car for herself, after she notices the advantages derived


by her best friend from his new car. Which of the following forms of stimulus has


activated Maria’s problem recognition process?


Question 11                                                                                                                                       2 out of 2 points


Which of the following is true for business marketers?


Question 12                                                                                                                                       2 out of 2 points


The approach to cost reduction that studies whether components can be


redesigned or standardized or made by cheaper methods of production without


adversely impacting product performance is termed as ________.


Question 13                                                                                                                                       2 out of 2 points


With respect to e-procurement, Coca-Cola, Sara Lee, Kraft, PepsiCo, P&G, and


several other companies joined forces to form a ________ called Transora to use


their combined leverage to obtain lower prices for raw materials.






Question 14                                                                                                                                       2 out of 2 points


The partners in ________ systems are united in operational ways, but neither


demonstrates structural commitment through legal means or adaptation.


Question 15                                                                                                                                       2 out of 2 points


Jason Riggs’ company is considered to be an in-supplier for a lawn mower


manufacturer. However, recently the lawn mower company has put out a memo to


in- and out-suppliers indicating that it would like to change product specifications


and delivery schedules. Which of the following buying situations is most likely to be


in operation given this data?


Question 16                                                                                                                                       2 out of 2 points


In the ________ category of buyer-supplier relationship, although bonded by a


close, cooperative relationship, the seller adapts to meet the customer’s needs


without expecting much adaptation or change on the part of the customer in




Question 17                                                                                                                                       2 out of 2 points


In which of the following is a person performing the role of a gatekeeper?


LKG gets many calls from potential suppliers, and it is Leah’s job


to weed out the good prospects and refer them to others in LKG.


Question 18                                                                                                                                       2 out of 2 points


The total demand for many business goods and services is not much affected by


price changes. Thus, this demand is ________.


Question 19                                                                                                                                       2 out of 2 points


Patrick J. Robinson and his associates have identified eight stages in the business


buying-decision process. This model is called the ________ framework.








Question 20                                                                                                                                       2 out of 2 points


According to Patrick J. Robinson, the eight stages in the business buying-decision


process are known as ________.


Question 21                                                                                                                                       2 out of 2 points


If an organization’s marketing department wished to create “segment storyboards”


to test the attractiveness of each segment’s positioning strategy, this action would


most likely occur in the ________ step of the segmentation process.


Question 22                                                                                                                                       2 out of 2 points


A marketer is interested in segmenting a business market based on urgency of


delivery and the size of the order. Which of the following major segmentation


variables would the marketer most likely use to assist with the task?


Question 23                                                                                                                                       2 out of 2 points


________ combines operationally driven mass customization with customized


marketing in a way that empowers consumers to design the product service


offering of their choice.


Question 24                                                                                                                                       2 out of 2 points


All of the following are benefits of following the ________ approach to target


market selection: a strong knowledge of the segment’s needs, a strong market


presence, operating economies through specializing in production, distribution, and




Question 25                                                                                                                                       2 out of 2 points


According to PRIZM, the ________ cluster is characterized as being in their late


forties and fifties, college-educated, upper-middle-class homeowners that married


late, and are still raising children in comfortable suburban subdivisions and


pursuing kid-centered lifestyles.






Question 26                                                                                                                                       2 out of 2 points


A marketer is interested in segmenting a business market on ________ if the


marketer intends to eventually segment the market based on loyalty and attitudes


toward risk.




Question 27                                                                                                                                       2 out of 2 points


In the ________ step of the market segmentation process, the marketer evaluates


the segment using criteria such as market growth and market access.


Question 28                                                                                                                                       0 out of 2 points


Coca Cola’s original marketing strategy that offered a single drink Coca Cola


Classic in a single sized


bottle with the advertising theme “Coke is it,” is an example of ________




Question 29                                                                                                                                       2 out of 2 points


Rock band Foo Fighters created a digital street team that sends targeted e-mail


messages to members who receive exclusive news, previews, and opportunities to


win prizes. The Foo Fighters are using ________ to reach Generation Y.


Question 30                                                                                                                                       2 out of 2 points


Hilton Hotels customizes rooms and lobbies according to location. Northeastern


hotels are sleeker and more cosmopolitan. Southwestern hotels are more rustic.


This is an example of ________ segmentation.


Question 31                                                                                                                                       2 out of 2 points


If a consumer, trying to decide between alternatives, believes that a particular


brand delivers acceptable product performance and can be short listed, she is in


the ________ level of the brand dynamics pyramid.




Question 32                                                                                                                                       2 out of 2 points


A parent brand that is associated with multiple products through brand extensions


is also called a(n)________.




Question 33                                                                                                                                       2 out of 2 points


With respect to the brand building pyramid, at which of the following “building block


levels” would we expect the consumer to develop an intense, active loyalty?


Question 34                                                                                                                                       2 out of 2 points


Brand ________ is the added value endowed to products and services.


Question 35                                                                                                                                       2 out of 2 points


________ are devices that can be trademarked and serve to identify and


differentiate the brand.


Question 36                                                                                                                                       2 out of 2 points


According to the BRANDZ model of brand strength, brand building involves people


progressing through a sequential series of steps. Which of these steps convey the


message ” Nothing else beats this brand”?


Question 37                                                                                                                                       2 out of 2 points


Identify the four pillars of brand equity, according to brand asset valuator model.


Question 38                                                                                                                                       2 out of 2 points


From a marketing management perspective, there are three main sets of brand


equity drivers. Which of these drivers was most applicable when McDonald’s


decided to use the “golden arches” and Ronald McDonald as symbols of their




Question 39                                                                                                                                       0 out of 2 points


Apple’s ipod shuffle is an example of ________.








Question 40                                                                                                                                       2 out of 2 points


________ brands are positioned with respect to competitors’ brands so that more


important (and more profitable) flagship brands can retain their desired positioning.


Question 41                                                                                                                                       2 out of 2 points


________ are attributes or benefits that consumers view as essential to a


legitimate and credible offering within a certain product or service class.


Question 42                                                                                                                                       0 out of 2 points


Philip Morris bought Miller brewing and launched low-calorie beer, at a time when


consumers had the impression that low-calorie beer does not taste as good as


normal beer. What does the company assure by stating that the beer tastes good?


Question 43                                                                                                                                       2 out of 2 points


Which of the following criteria relates to consumers seeing the brand association


as personally relevant to them?


Question 44                                                                                                                                       2 out of 2 points


Which element of a brand story framework do Randall Ringer and Michael


Thibodeau relate to the time, place, and context of the brand story?


Question 45                                                                                                                                       0 out of 2 points


Dayton, Ohio–based Iams found success selling premium pet food through


regional veterinarians, breeders, and pet stores. This is an example of ________




Question 46                                                                                                                                       2 out of 2 points


The ________ attack attempts to capture a significant share of the consumer


market by launching a grand offensive on several fronts.








Question 47                                                                                                                                       0 out of 2 points


A music school in Boyles Height, LA, specializes in teaching the guitar and the


violin. After a spurt in growth and a few successful years, the school is


experiencing a slowdown in sales and stability in its profits due to an increase in


competition. The school is in the ________ stage of its life cycle.




Question 48                                                                                                                                       2 out of 2 points


The key idea in successful nichemanship is specialization. Which of the following


specialists would most closely be identified with the characterization of being an


organization that limits its selling to one customer?


Question 49                                                                                                                                       2 out of 2 points


A marketing manager has decided to “leapfrog” competition by moving into


cutting-edge technologies. This indirect approach to attacking competition can be


characterized as ________.


Question 50                                                                                                                                       2 out of 2 points


For a market challenger, attacking ________ is a high risk but potentially high


payoff strategy, which also allows it to distance itself from other challengers.