BUS2-130 Exam 1
An individual who uses his or her smartphone to play Candy Crush Saga is fulfilling which of the seven primary motivations for mobile app usage?
"me time"
What percentage of all food in the United States goes uneaten?
40 percent
By 2030, over ________ million of the population will be Hispanic.
72
How does a microblog differ from a personal blog?
A microblog contains professional content, whereas a personal blog contains only personal content.
Which of the following digital marketing outlets would fall under the category of a "thought-sharing site"?
American Express Open Forum
Which group of consumers in the United States has an increasing influence on mainstream U.S. culture with buying power that was projected to reach $1.3 trillion in 2022?
Asian American
Now that the oldest ________ are collecting Social Security, it is clear that this cohort will be the largest population of 50-plus consumers the United States has ever seen.
Baby Boomers
A Major League baseball team wants to reach out to fans in their stadium to offer them seat upgrades. Which technology would you suggest they use?
Beacon
When BMW developed BMW Scholars and BMW Children's Safety programs, this was an example of a(n) ________ program.
CSR
________ is/are at the center of the marketing environment.
Consumers
With regard to the ethical decision-making metric, which of the following questions best represents the transparency test?
Could I give a clear explanation for the action I'm contemplating that would satisfy a fair moral judge?
The ________ mark is a certification that is granted to products that are determined to promote sustainable farming and provide higher prices and improved social and environmental standards for producers, typically in developing countries.
Fairtrade
The ________ prohibited the manufacture or sale of adulterated or fraudulently labeled food and drug products.
Federal Food and Drug Act
Which of the following is a marketing metric that might be used to evaluate the performance of a company's implementation of its marketing plan?
GM (gross margin)
Individuals born in the 21st century are called
Gen α.
________, also known as Millennials, constitutes more than 70 million members in the United States alone and were born between 1981 and 1996.
Generation Y
________ involves a strategic effort by firms to supply customers with environmentally friendly sustainable merchandise and services.
Green marketing
According to your text, which of the following can be said regarding the use of social media in advertising?
Only about 30 percent of the world's population uses Facebook—which means 70 percent still has not signed up.
The objective of the last step of the ethical decision-making framework is to weigh various alternatives and choose the most appropriate action to take. What action should be taken if the marketer is not confident about that decision? Multiple Choice
Reexamine other alternatives.
Which of the following represents the best approach for a firm to take regarding ethics and social responsibility?
The firm should implement programs that are socially responsible, and employees should act in an ethically responsible manner.
Which of the following statements regarding the development and implementation of a digital marketing campaign is true?
The images and messages used in a digital marketing campaign need to be updated almost constantly.
Which of the following viewpoints is most desirable?
To align personal and corporate goals, firms need to have a strong ethical climate exemplified by the actions of corporate leaders and filtered through an ethically based corporate culture.
Pepe's Puppy Treats has launched a new website designed to promote its organic dog treats. However, when a person searches online for dog treats, Pepe's shows up after 200 other sites. What can Pepe's do to improve its position on the search engine page?
Use paid searches.
Which of the following is an accurate statement about corporate social responsibility?
When marketers work in controversial or polluting industries such as tobacco or fossil fuels, their central activities largely bar them from becoming conscious marketers.
Which of the following questions relates to the transparency test of an ethical decision-making metric?
Would I be able to give a clear explanation of my actions?
What type of apps are free to download, but have ads appear on the screen?
ad-supported apps
No federal advertising guidelines regulate the marketing of unhealthy food to children. Some companies, like Burger King, voluntarily commit to
advertising only foods that meet certain nutritional standards to children younger than 12 years of age.
Which metric is similar to walking into a store, taking a quick look around, and leaving?
bounce rate
According to the BCG matrix, which type of product typically has excess resources, which can be used to support other products that need additional resources?
cash cows
After a firm has carefully considered all relevant alternatives to address an ethically difficult situation, the next step would be to ________ to bring about the best solution.
choose a course of action
The primary strength of Corning is its ability to manufacture glass. This describes which factor of a Corning consumer's immediate environment?
company capabilities
Companies must deliver more value and satisfaction to target consumers than their competitors to gain a
competitive advantage.
Which of the following is one of the core practices among value-oriented marketers?
constantly measuring the benefits that customers receive against the costs of offerings
During which phase of the strategic marketing planning process are managers evaluated on their actions from a conscious marketing perspective?
control
Ford Motor Company engages in partnerships with its suppliers, component part makers, unions, transport companies, and dealerships—collectively known as its
corporate partners.
Southwest Airlines is recognized as an industry leader for exemplary customer service and has continued to add new ways to serve customers better than competitors. In doing so, it has focused on sustaining its competitive advantage through ________ excellence.
customer
A business philosophy and set of strategies, programs, and systems that focus on identifying and building loyalty among the firm's most valued customers is known as
customer relationship management.
When the Comet Ice Cream Co. reduced the amount of sugar in its ice cream sandwiches, which stakeholder category was this effort targeting?
customers
When a firm considers its overall objectives and considers the type of business it is in, it is engaged in which of the following steps of the marketing planning process?
defining the mission
Which growth strategy is being used when a firm introduces a new product or service to a market segment that is currently not served by the firm?
diversification
To ensure that conscious marketing is infused into all levels of the firm, it can be integrated into
each stage of the marketing plan.
If successful, marketers utilizing the first three Es of the 4E framework will have achieved the goal of _____ the customer.
engaging
A firm whose employees embrace conscious marketing, and which is concerned with only its closest stakeholders is considered to be
ethical but socially irresponsible.
Monique's Masks encourages Facebook and Twitter followers to post pictures of family members in a variety of face masks. Winners picked at random will win a gift certificate to Monique's Masks. In doing so, Monique's is focusing on which aspect of the 4E framework?
exciting
When an optical center provides eye exams and new contact lenses as its offering, it is an example of which the following combinations?
goods and services
Advertising guidelines stating that companies cannot link unhealthy foods with cartoon and celebrity figures pertain to which social trend?
health and wellness concerns
A group that sponsors poster contests for children to promote bicycle safety is providing which of the following marketing offerings?
ideas
Which of the following is one of the major considerations involved when a company develops its marketing strategy?
identification of target markets
When firms are applying an ethical framework for making decisions in a questionable situation, the first step is to
identify issues.
Wei Lin, a manager at a marketing research firm, is trying to determine if her firm was acting ethically when it conducted its latest study. In doing so, she is evaluating whether or not the research respondents were told the real purpose of the study before proceeding. This activity involves which step of the ethical decision-making framework
identifying issues
Which of the following frameworks for analysis is comprised of a company's capabilities, competitors, corporate partners, and the physical environment?
immediate environment
Ariana Grande and Dwayne "The Rock" Johnson are examples of ________ who promote brand messages to their networks of followers.
influencers
When a firm evaluates how other companies react to the firm's marketing activities, it is attempting to understand what aspect of the immediate environment?
its competitors
The company that you work for, Kitty's Corner, wants to analyze data that come from other sites, such as measuring where people have come from to get to Kitty's site. What would you recommend that your company use to determine how people searched the Internet to find its products?
keyword analysis
Which of the following accurately depicts the three-stage online, social, and mobile media engagement process?
listen, analyze, do
Culture, demographics, social issues, technological advances, economic situations, and the political/regulatory environment are all factors that make up which of the following frameworks of analysis?
macroenvironmental factors
Clarissa feels pressure to increase sales, so she decides to intentionally marks up the price on a new shipment of sweaters and then immediately puts them on sale. Even though she is deceiving the customer, Clarissa justifies her decision by knowing that management will be pleased with the increase in revenue. However, Clarissa's decision may have serious consequences for the company in the long term. What does your text suggest as a way to avoid the consequences that can result from such behavior?
making sure the short-term goals of each employee are aligned with the long-term goals of the firm
Honda marketed its CR-Z hybrid model to a distinct segment of consumers as a fun, green, sporty hybrid that stands out as being uniquely different from other hybrid models. This is an example of which of the following?
market positioning
Hyatt recognizes that there are different groups of travelers with different needs, wants, and characteristics in their choice of lodging. The process of dividing Hyatt's market into these various groups is
market segmentation.
Amazon collects massive amounts of data about how, when, why, where, and what people buy, and then analyzes those data to better serve its customers. This activity refers to
marketing analytics.
The ________ consists of the product, price, place, and promotion of an offering.
marketing mix
The ________ addresses how a product will be designed, how much it should cost, how it will be promoted, and how it will get to consumers.
marketing plan
Although Starbucks, Dunkin' Donuts, and McDonald's all strive to provide a good cup of coffee to their respective target markets, the difference in their choice of target market, design of their marketing mix, and the basis of their competitive advantage is directly related to their own
marketing strategy.
All of the following are included in the ethical decision-making framework except
maximize profits.
A ________ is a measuring system that quantifies a trend, dynamic, or characteristic and is used by marketers to help explain why things happened and also to predict the future.
metric
During the last couple of decades, it has become important for value-oriented marketers to ________ with customers.
move toward a relational orientation from a transactional perspective
Understanding consumers' ________ is fundamental to marketing success.
needs and wants
If Katy Perry tweets a closeup of her eyelashes, lengthened using her favorite CoverGirl mascara, CoverGirl will have instantly reached all her millions of followers. This is an example of the
network effect.
When marketers strive to get their customers the merchandise they want, when they want it, in the required quantities, and at a lower delivered cost than that of their competitors, they are hoping to achieve a sustainable competitive advantage through ________ excellence.
operational
Redbox uses the ________ element of the marketing mix to make movie rentals available for customers when and where they need them.
place
Which marketing mix element deals specifically with retailing and marketing channel management?
place
Which of the following elements of the marketing mix is involved when marketers make their offering available when and where the customer wants it?
place
Burt's Bees mission statement to "create natural, Earth-friendly personal care products formulated to help you maximize your well-being and that of the world around you," was prepared during which phase of the strategic marketing planning process?
planning
In which phase of the strategic marketing planning process does the firm decide what level of commitment to its ethical policies and standards it is willing to declare publicly?
planning
Which of the following is a macroenvironmental factor included in the CDSTEP acronym?
political/regulatory environment
When managers at General Electric evaluated all the firms' various divisions and then chose to close both the Appliances and Healthcare divisions, it was involved in
portfolio analysis.
Which of the marketing mix elements corresponds to what the buyer gives up in the marketing exchange?
price
Marvel decided that since viewers like to binge-watch an entire season of a show in one sitting on Netflix it would create a new channel for getting new offerings to consumers. This reflects a ________ strategy.
product development
Which of the following is one of the four major growth strategies marketers typically utilize?
product development
In the ________ era, manufacturers focused on product innovation, rather than satisfying the needs of individual customers.
production-oriented
The ________ era embraced the belief that a good product would sell itself.
production-oriented
Marketers communicate the value proposition to their customers through a variety of media, such as television and the Internet. Which of the four Ps does this represent?
promotion
What two metrics are used in the BCG portfolio analysis to evaluate the various products of a firm?
relative market share and market growth rate
When a company such as Staples provides a loyal customer with a relevant coupon, based on previous purchases through his or her mobile phone, while the customer is in the store, this is an example of
relevancy and exciting the customer.
Waterworks, Inc. wants to predict how much value it will gain if Michael Phelps promotes their product. They are considering the 4Rs—relevance, reach, response, and
return.
After World War I and the Great Depression, consumers purchased far less. To address overproduction, companies relied on advertising and personal selling. This was the
sales-oriented era
The goal of a marketing exchange is that the parties to the transaction be
satisfied.
The second element of website design involves the traditional contextual elements. What do these contextual elements need to be aligned with?
search criteria
Smithward. Inc. manufactures reusable water bottles. It targets its marketing campaigns at different market ________, including outdoor enthusiasts, health-conscious buyers, and young people who want the current fashion accessory.
segments
Darryl's company recently launched a campaign to promote a new product. It is Darryl's job to monitor customer feedback from various social media sources to see whether or not the new product is garnering favorable reviews. The technique for measuring this type of data is called ______ analysis.
sentiment
A national hotel chain engages in conversations with its customers through Facebook and even allows them to book their hotel reservations through its Facebook page. This is an example of marketing using
social media.
In China, the app Weixin allows users to send videos, photos, messages, web links, status updates, and news. This app meets people's need to
socialize.
YouGoGirl, a subscription herb and spice service, works with Chef Joanne who has her own show on the Food Network, to make videos showing how to use each spice or herb in a variety of ways. YouGoGirl is using a ________ influencer.
specialized
The Goodyear Tire Company is organized by regions: North America, Europe, Middle East and Africa, Latin America, and Asia Pacific. These divisions of Goodyear are called
strategic business units.
A SWOT analysis involves an analysis of factors internal to the company, which include ________ as well as factors outside the company, which include ________.
strengths and weaknesses; opportunities and threats
The ability of marketers to use mobile applications to target and reach their customers more effectively is an example of which macroenvironmental factor?
technological advances
Although the trend of wealthy households outpacing both poor and middle classes is worldwide, it is particularly prominent in
the United States
Rather than being just a random activity, good marketing requires ________ in determining appropriate actions to produce sound decisions.
thoughtful planning
As stated in your text, economic, social, and environmental performance refer to the
triple bottom line.
A firm makes generous donations to charities, but its employees are always being scrutinized for engaging in questionable sales practices. This firm would be considered
unethical but socially responsible.
