Chapter 1: Introduction: Diversity in the Marketplace
Multiple Choice

1.  

A market segment is __________.
a group of people with similar biological needs.
the specific number of products sold annually in a region.
a group of people with similar acquired needs and interests.
none of the above.

2.  

When a marketer varies the image of a product in order to attract diverse consumer groups, the marketer is engaging in __________.
overspending. A good product should appeal to all market segments equally.
market segmentation
utilitarianism
end use consumption

3.  

Which of the following increased marketers' interest in consumer behavior in the 1950s and 1960s?
Marketers realized that current marketing theory failed to explain consumers' actions.
National markets opened throughout the world.
Consumers became more aware of environmental issues.
All of the above

4.  

Which consumer-oriented marketing strategy assumes that marketers should make and sell what customers want or need?
the consumer concept
the marketing concept
the selling concept
the societal marketing concept

5.  

Marketing efforts and sociological influences on the consumer are aspects of which stage in the consumer decision-making model?
the input stage
the output stage
the process stage
the postpurchase evaluation

6.  

Marketing ethics researchers study both marketers' and consumers' activities. Which of the following behaviors would marketing ethicists consider unethical?
mandatory viewing of TV commercials by students in schools
returning a hardcover book for store credit because you dropped it on the way out and damaged its binding
neither a nor b
a and b

7.  

How do the marketing concept and the societal marketing concept differ?
The marketing concept privileges the needs of the individual and the producer. The societal marketing concept balances these needs with societal needs.
The societal marketing concept considers it unethical to fulfill target audiences' needs if, by doing so, the individual or society is harmed.
The marketing concept focuses on short-term increases in market shares and quick profits. The societal marketing concept focuses on long-term profit based on customer loyalty and healthier societies.
all of the above


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