Which of the following statements about company objectives is true? A. Company objectives should be stated in vague terms to provide flexibility to lower-level managers. B. Company objectives should be set by top management with no input from marketing managers. C. A good mission statement can substitute for more specific company objectives. D. Company objectives should be compatible with each other. E. All of these statements about company objectives are true. Which of the following demonstrates how the technological environment is changing the way marketers promote products? A. Marketing aimed at youth is increasingly regulated by governments. B. Search engines match consumer searches with relevant banner ads. C. Marketers make routine claims that products are eco-friendly. D. Manufacturers partner with local retailers to buy ads that feature both firms. E. New laws regulate consumer privacy. When screening for the best market opportunity for a firm, marketers should always avoid options that would combine: A. high industry attractiveness and the firm’s strengths. B. medium industry attractiveness and the firm’s strengths. C. low industry attractiveness and the firm’s weaknesses. D. high industry attractiveness and the firm’s weaknesses. E. medium industry attractiveness and the firm’s medium strengths. The 7-step approach to market segmentation used in the text shows that: A. determining needs rarely change. B. profit is the overall consideration beginning with Step 1. C. it’s useful to consider what people in each submarket do NOT want as well as what they do want. D. submarkets are nicknamed based on their qualifying needs. Laurie Michaels just bought a cell telephone for her car after spending several weeks considering all the possibilities. She likes the new phone, but is still wondering if another brand at a slightly higher price would have been better. This is an example of: A. the relationship between drives, cues, and reinforcement. B. dissonance. C. reference group influence. D. stimulus-response reaction. E. routinized response behavior.
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