Marketing
Understanding the Marketplace
3. Which of the following is a B2B buying situation in which the decision is likely to be
the most complex and take the longest to complete?
A. A new buy
B. A straight rebuy
C. An internallystructured rebuy
D. A modified rebuy
4. When mountain climbers purchase clothing for scaling Mount Everest, their
purchases are primarily addressing _______ needs.
A. prepurchase
B. social
C. psychological
D. functional
5. The consumer buying process begins when
A. consumers enter a store.
B. performance risk is minimized.
C. consumers recognize that they have an unsatisfied need.
D. functional needs are greater than psychological needs.
9. Global STP is more complicated than local STP because in global STP,
A. there are fewer franchising opportunities in global markets.
B. consumers may view their role differently in different countries.
C. most governments have rules against targeting consumers.
D. consumer markets are almost totally homogeneous in global markets, making segmentation
difficult.
12. In general, the _______ the wealth of people in a country, the better the opportunity
a firm has in that particular country.
A. greater
B. more diverse
C. more equal
D. less stable
13. When considering _______, a firm should consider how economic development
affects the attributes of a product, how it might standardize the product, and the needs
of the target market.
A. cultural adaptation
B. global product strategies
C. the establishment of a joint venture
D. its international marketing return on investment (IMROI)
20. Hospitals, schools, and religious organizations are examples of _______ buyers.
A. manufacturing
B. retail
C. institutional
D. reseller
22. In the consumer decision process, deciding how long and how much effort to expend searching for information
depends on
A. habitual decision making that most influences the alternative evaluation process.
B. the cultural reference group that most influences the alternative evaluation process.
C. the degree of perceived risk associated with the product or service being considered.
D. the postpurchase anxiety associated with the product or service being considered.
24. Consumers frequently use the Internet during the _______ stage of the consumer
decision process.
A. situational factor analysis
B. need recognition
C. information search
D. postpurchase evaluation
