I-core marketing practice questions 1,5,2,6,9,11
What percent of social media users connect to social media sites through their mobile devices? Multiple Choice 15 percent 35 percent 50 percent 80 percent 99 percent
99 percent
________Blank is a tool used to visually display how consumers perceive the position of products or brands in the market on different dimensions relative to competitors. Multiple Choice An ideal point An optimal point A competitive map A perceptual map Competitive positioning
A perceptual map
________ involves the buyer considering his own or her personal knowledge about a product based on past experiences. Multiple Choice A purchase based on an impulse An internal search for information An external search for information An experiential search for information A recognition of need
An internal search for information
Which group represents the fastest-growing minority population in the U.S.? Multiple Choice African Americans Hispanics Whites Asian Americans Western Europeans
Asian Americans
When a coffee grower sells its coffee beans to Starbucks, it is engaged in ________ marketing. Multiple Choice B2B B2C C2C industrial C2B
B2B
After World War II, the birthrate in the United States rose sharply, resulting in an aptly named group known as Multiple Choice Gen Yers. Gen Xers. Baby Boomers. Digital Natives. Millennials.
Baby Boomers.
A luxury watchmaker goes to great lengths to protect itself and its products through the use of trademarks and copyrights. This best represents which advantage of branding? Multiple Choice Brands facilitate purchases. Brands establish loyalty. Brands protect from competition. Brands can reduce marketing costs. Brands are assets.
Brands are assets.
Facebook Marketplace, where people can buy or sell virtually anything to other consumers, is an example of ________ marketing. Multiple Choice B2B B2C C2C A2B C2B
C2C
Which statement about changing gender roles in the U.S. is accurate? Multiple Choice Men now outperform women scholastically. The percentage of seats in Congress held by women has held steady. Companies are attempting to transcend gender boundaries in their interactions with customers. Over half of gamers are now women. Men graduate high school at a higher rate than women.
Companies are attempting to transcend gender boundaries in their interactions with customers.
Which scenario is the most likely the result of inflation? Multiple Choice Consumers will purchase more products overall. Consumers will switch from lower-priced brands to more expensive ones. Consumers will buy more discretionary items. Consumers will switch to less expensive options for necessities. Consumers will stop buying low-cost luxury items.
Consumers will switch to less expensive options for necessities.
The primary federal agency that reviews food and package labels to ensure that the claims made by the manufacturer are true is the Multiple Choice Package Labeling Bureau. Food and Drug Administration. Federal Trade Commission. American Marketing Association. Consumer Protection Agency.
Food and Drug Administration.
Which financial performance metric might be used to evaluate the performance of a company's implementation of its marketing plan? Multiple Choice four Ps (price, product, promotion, place) SWOT analysis (strengths, weaknesses, threats, opportunities) STP (segmentation, targeting, positioning) GM (gross margin) SBU (strategic business unit)
GM (gross margin)
________, also known as Millennials, constitutes more than 70 million members in the United States alone and were born between 1981 and 1996. Multiple Choice Generation Y Generation X Baby Boomers Generation M Generation Z
Generation Y
Which group of consumers in the United States makes up almost 20% of the U.S. population and is expected to reach 72 million by 2030? Multiple Choice African American Hispanic Native American Asian American Pacific Islander
Hispanic
According to your text, what can be said regarding the use of social media in advertising? Multiple Choice Facebook is the social media site of choice for marketers because nearly 75 percent of the world's population has signed up for a Facebook account. Marketers are reluctant to use social media in advertising because technology is changing so rapidly. Only 30 percent of the world's population uses Facebook—which means 70 percent are not accessible. Social networks such as Facebook are nowhere near saturation in the U.S. The use of social media, once the premier way to connect to consumers, is rapidly falling off in popularity due to privacy concerns among users.
Only 30 percent of the world's population uses Facebook—which means 70 percent are not accessible.
In 2021, the Biden administration signed onto the ________ with the goal of reducing greenhouse gas emissions. Multiple Choice Consumer Protection Act Kyoto Agreement Paris Accord Environmental Protection Act USCMA
Paris Accord
Coinstar uses the ________element of the marketing mix when it makes its coin kiosks available for customers when and where they need them. Multiple Choice product promotion place price premium
Place
_______ is/are the personal gratification consumers associate with the product or service. Multiple Choice Needs recognition Functional needs Demographic needs Psychological needs Personal needs
Psychological needs
The Coca-Cola Company targets its soft drinks, Dasani and Smartwater, and Minute Maid juices campaigns to different market ________, including parents, their children, and athletes. Multiple Choice fragments geographics modules exchanges segments
Segments
Which law was passed to prohibit monopolies and other activities that would restrain trade or competition? Multiple Choice Federal Trade Commission Act Sherman Antitrust Act Robinson-Patman Act Financial Reform Law Consumer Product Safety Act
Sherman Antitrust Act
What most demonstrated consumers' changing buying patterns during the COVID-19 pandemic? Multiple Choice They became more focused on work and less on lifestyle. They became more focused on healthy living. They spent more money on luxury items. They became less concerned with climate change. They became less involved with social trends.
They became more focused on healthy living.
The ________ highlight(s) social issues associated with meeting basic needs, such as ensuring consistent, universal access to sufficient food, clean water, health care, and sanitary living conditions, mainly by eliminating extreme poverty. Multiple Choice CDC COVID-19 guidelines Federal Opportunity Commission World Poverty Council UN Sustainable Development Goals WHO Social Development Model
UN Sustainable Development Goals
In the grocery store, you can see the General Mills Old El Paso name on taco shells, tortillas, rice, seasonings, and sauces. Having the Old El Paso name on various products is an example of the use of Multiple Choice a family brand. individual brands. co-branding. rebranding. brand association.
a family brand.
When Elizabeth wants to go out to dinner, she checks her Open Table app to see which restaurants in her area have reservations available. Open Table is an example of Multiple Choice a restaurant aggregator. a location-based app. a user review app. a streaming platform. a context-based app.
a location-based app.
Luis, a professional chef, has carefully developed a set of product attributes for his new line of seasoning mixes, such as the brand name, features/design, and quality level. Luis is developing the Multiple Choice actual product. associated product. associated services. augmented product. core customer value.
actual product.
According to the consumer decision process, after consumers recognize the need for a product, they then engage in Multiple Choice psychological need recognition. an information search. an evaluation of alternatives. the purchase of the product. postpurchase behavior.
an information search.
Firms that use ________ rely on computer systems to perform tasks such as speech recognition, decision making, or translations. Multiple Choice mobile marketing Google robotics Internet of Things artificial intelligence
artificial intelligence
When an electric car manufacturer develops the nonphysical aspects of its cars by adding warranties, financing, and after-sale service, it is focusing on the Multiple Choice core customer value. actual product. augmented product. segmented product. secondary product.
augmented product.
The ________segmentation method is most closely related to providing value by satisfying customers' needs and wants. Multiple Choice geographic demographic psychographic benefit geodemographic
benefit
The majority of products and services are likely to satisfy Multiple Choice functional needs. psychological needs. personal needs. both personal and functional needs. both functional and psychological needs.
both functional and psychological needs.
Hannah's Hair Salon provides haircuts and hair color treatments, and also sells various shampoo and conditioners. Hannah's Hair Salon, therefore, provides Multiple Choice both services and ideas. both goods and services. goods, services, and ideas. only goods. only services.
both goods and services.
Keira is excited that her favorite brand of running gear has released a new hoodie in the company's trademark color. Keira probably has a strong ________ with this company. Multiple Choice brand awareness perceived value brand association brand ownership brand equity
brand association
Pella Corporation's ________ measures how many consumers in a market are familiar with the brand's replacement windows, what the company stands for, and if they have an opinion about it. Multiple Choice brand equity brand awareness brand perception brand association brand loyalty
brand awareness
Zippo Lighters launched a women's perfume in a failed attempt at extending its brand to a new product line. To the extent that this brand extension adversely affected consumers' perceptions about its current product lines, it could lead to Multiple Choice rebranding. co-branding. product labeling. brand licensing. brand dilution.
brand dilution.
The set of assets and liabilities linked to a brand that add to or subtract from the value provided by the product or service is referred to as Multiple Choice brand equity. market value. brand awareness. perceived value. brand associations.
brand equity.
A laundry detergent company also makes and markets fabric softener, laundry stain remover, and spray starch all under the same name. The company is applying a _____ strategy. Multiple Choice brand repositioning co-branding brand extension line extension brand dilution
brand extension
Star Wars memorabilia has been continually successful since the first film was released in the 1970s. The most recent film and television releases, such as The Mandalorian, have led to a massive increase in sales. This example shows the power of Multiple Choice brand equity. brand licensing. brand awareness. co-branding. brand associations.
brand licensing.
In response to public outcry over racial stereotyping, PepsiCo renamed and redesigned its classic brand of Aunt Jemima's breakfast brand, which featured the image of a Black woman based on a minstrel character. This is an example of a _______ strategy. Multiple Choice brand dilution brand licensing brand awareness brand repositioning brand consolidation
brand repositioning
What is one of the major considerations involved when a company develops its marketing strategy? Multiple Choice analysis of human resource policies determination of sustainable business practices review of all corporate standards building a competitive advantage summary of executive compensation
building a competitive advantage
The American Marketing Association's definition of marketing contains which of these activities? Multiple Choice planning capturing evaluating satisfying competing
capturing
According to the BCG matrix, which type of product typically has excess resources that can be used to support other products that need additional resources? Multiple Choice cash cows stars question marks dogs leaders
cash cows
In an effort to reach BuzzFeed's audience of more than 200 million readers, Best Friends Animal Society teamed up with the online publication to create and publish a video interview with film star Emma Watson in which she answered fan questions while playing with kittens that were up for adoption. This is an example of Multiple Choice brand dilution. brand licensing. brand awareness. co-branding. brand associations.
co-branding.
What are the three components that make up a person's attitude? Multiple Choice cognitive, affective, behavioral psychological, behavioral, social perception, motives, needs universal, evoked, reference internal, external, habitual
cognitive, affective, behavioral
The primary strength of Boeing is its ability to manufacture aircraft. This describes which factor of a Boeing consumer's immediate environment? Multiple Choice competitive intelligence corporate partners company capabilities competitors culture
company capabilities
Elijah was shopping for a new pair of sunglasses. Although he would have liked to take the sunglasses home immediately after purchasing them, he was willing to give up immediate availability when he realized that he could purchase the sunglasses online for a 30 percent discount. This is an example of using a Multiple Choice determinant attribute. compensatory decision rule. noncompensatory decision rule. decision heuristic. conversion rate.
compensatory decision rule.
Companies must deliver more value and satisfaction to target consumers than its competitors to gain a Multiple Choice competitive advantage. competitor analysis. competitive benchmark. competitor-centered advantage. competitive franchise.
competitive advantage.
Your town's oldies radio station has selected one primary target market and focuses all its energies on providing a service that fits that market's needs. The station is using a(n) ________Blank targeting strategy. Multiple Choice undifferentiated mass marketing concentrated differentiated micromarketing
concentrated
The SWOT analysis is typically conducted during which step in the marketing planning process? Multiple Choice defining the mission conducting a situation analysis identifying and evaluating opportunities implementing the marketing mix evaluating performance
conducting a situation analysis
What is one of the core practices among value-oriented marketers? Multiple Choice keeping information confidential by not sharing it among the firm's subsidiaries constantly measuring the benefits that customers receive against the costs of offerings maintaining a transactional orientation in the seller-buyer relationship managing the relationships among employees consistently selling products below the cost of production
constantly measuring the benefits that customers receive against the costs of offerings
At his local supermarket, Joel buys laundry detergent, toilet paper, and a bag of chips. These purchases are Multiple Choice consumer products. specialty services. personal products. sought products. unsought goods.
consumer products.
Sam never spends a lot of time or thought selecting shaving cream when he is at the store. For him, shaving cream is a ________ product. Multiple Choice service unsought specialty shopping convenience
convenience
Because not all purchase intentions result in an actual purchase, retailers calculate the ________ to measure how effectively a decision to purchase a specific product results in a completed purchase. Multiple Choice performance risk compensatory decision rate noncompensatory decision rate decision heuristic conversion rate
conversion rate
When a ride-hailing service determines that some consumers use its app for getting home from parties while others use it for commuting to work, it is most likely assessing the ________ of its services. Multiple Choice brand equity associated services brand awareness core customer value physical characteristics
core customer value
General Motors engages in partnerships with its suppliers, component part makers, unions, transport companies, and dealerships—collectively known as its Multiple Choice investors. customers. competitors. corporate partners. customer franchisors.
corporate partners.
Four Seasons Hotels & Resorts is recognized as an industry leader for exemplary customer service and has continued to add new ways to serve customers better than its competitors. In doing so, the hotel chain has focused on sustaining its competitive advantage through ________Blank excellence. Multiple Choice customer operational sustainable product locational
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 Multiple Choice strategic management. value cocreation. customer relationship management. supply chain management. the marketing mix.
customer relationship management.
A frozen foods company decided to stop making frozen waffles. The firm has Multiple Choice increased its depth. decreased its depth. increased its breadth. decreased its breadth. diversified.
decreased its breadth.
When a firm considers its overall objectives and considers the type of business it is in, it is engaged in which step of the marketing planning process? Multiple Choice defining the mission conducting a situation analysis identifying and evaluating opportunities implementing the marketing mix evaluating performance
defining the mission
When defining market segments for its kitchen tools and cookware products, Just for Cooking Company identifies groups based on characteristics such as age, gender, income, and education. What type of market segmentation is this? Multiple Choice geographic demographic psychographic geodemographic lifestyle
demographic
Darius considered all shoe stores to be roughly equivalent in most ways; however, he considered Shoe Carnival stores to have an exceptional level of customer service. Customer service, therefore, would be considered a ________ for him in evaluating shoe stores. Multiple Choice determinant attribute compensatory decision rule noncompensatory decision rule locus of control retrieval set
determinant attribute
What is the first step marketers use to derive a perceptual map? Multiple Choice identify competitors' positions determine consumers' perceptions and evaluations of the product or service in relation to competitors' monitor the positioning strategy identify the market's ideal points and size determine consumer preferences
determine consumers' perceptions and evaluations of the product or service in relation to competitors'
Large firms with multiple offerings in a particular product category engage in ________Blank targeting strategies to obtain a bigger share of the market, increase the overall market for the product categories they sell, and diversify their businesses. Multiple Choice mass marketing micromarketing concentrated differentiated undifferentiated
differentiated
Dell targets various market segments, such as college students, business professionals, and home users, and it designs separate computer models that appeal to each market. This is an example of Multiple Choice undifferentiated marketing. mass marketing. concentrated marketing. differentiated marketing. micromarketing.
differentiated marketing.
Which growth strategy is being used when a firm introduces a new product or service to a market segment that is currently not being served by the firm? Multiple Choice product development market development market penetration diversification demarketing
diversification
A struggling company determined that it would close down divisions that were in low-growth markets with relatively low market shares. According to the BCG product portfolio analysis, this company was identifying divisions in the ________Blank category for closure. Multiple Choice stars cash cows clunkers question marks dogs
dogs
When combined with data such as occupation and income, which demographic gives marketers a pretty accurate prediction of purchase behavior? Multiple Choice gender education ethnicity generational cohort religion
education
When an upscale grocer opened a store in a neighborhood of Chicago that suffered from vacant buildings and a high crime rate—it charged lower prices on certain staple foods, including eggs and dairy, as part of its effort to Multiple Choice become more sustainable. reduce the crime rate. eliminate food deserts. provide more convenient, packaged foods. reduce food waste.
eliminate food deserts.
Belleville Ceramics is evaluating its overall mission, including its strengths, weaknesses, opportunities, and threats. It is engaged in which step of the STP process? Multiple Choice establishing overall strategy or objectives determining segmentation methods evaluating segment attractiveness selecting the target market developing the positioning strategy
establishing overall strategy or objectives
Wanda has a strong desire to make the world a better place and is concerned with saving the planet. Therefore, she shops local, buys organic foods, and recycles regularly. Which of Maslow's needs do Wanda's actions fulfill? Multiple Choice financial physiological safety love esteem
esteem
During which step of the STP process should Tek Tennis Racquets ask whether the segment is identifiable, substantial, reachable, responsive, and profitable? Multiple Choice evaluate segment attractiveness select segmentation method develop positioning strategy select target market establish overall strategy or objectives
evaluate segment attractiveness
Ahmed considered three important attributes when deciding which mechanic he wanted to use: the convenience of the location, hours of operation, and price for services. In this situation, these three attributes are called Multiple Choice attribute sets. evaluative sets. evaluative criteria. formative criteria. alternative evaluation.
evaluative criteria.
The salient or important attributes about a particular product that consumers base their product evaluations on are called Multiple Choice attribute sets. affective components. evaluative criteria. psychological decision rules. situational factors.
evaluative criteria.
Patty is considering different brands of makeup to buy, but she can only think of three she would actually consider purchasing. These three brands make up her ________ set. Multiple Choice universal retrieval purchase evoked brand
evoked
When Carl was considering buying a new car, he sought out unbiased information and ratings about different makes and models in Car and Driver magazine. What corresponds most closely to this aspect of the decision process? Multiple Choice needs recognition internal search for information external search for information experiential search for information impulse buying
external search for information
When a manufacturer offers a money-back guarantee on the purchase of its products to show that the products will perform as expected, it is most likely attempting to alleviate which risk? Multiple Choice psychological social financial safety physiological
financial
The Internet of Things is used when Multiple Choice a customer utilizes a store's mobile app. a customer uses a computer program to translate text into other languages. firms replace customer service representatives with robots. firms produce products that can be managed online. firms use cookies to track online customer purchases.
firms produce products that can be managed online.
What need most pertains to the performance of a product or service? Multiple Choice social needs functional needs preferred needs operational needs actual needs
functional needs
Esri's Tapestry is a widely used tool for ________Blank segmentation. Multiple Choice occasion lifestyle demographic psychographic geodemographic
geodemographic
Miracle Gro is developing a new line of flower seeds, plant food, and potting soil. The type of products it develops will vary based on climate. What type of segmentation should Miracle Gro use as the basis to design these programs? Multiple Choice behavioral demographic psychographic geographic geothermal
geographic
Samsung's Galaxy S10 smartphone is an example of which type of marketing offering? Multiple Choice innovation goods services ideas promotions
goods
Firms that disingenuously market products as environmentally friendly with the goal of gaining public approval and sales, rather than actually improving the environment, are guilty of Multiple Choice greenwashing. eco-selling. eco-marketing. greener advertising. green promotion.
greenwashing.
Whenever Lou buys shampoo, she always automatically reaches for the same brand and puts it in her shopping cart with no thought or effort. Lou is engaged in Multiple Choice habitual decision making. limited problem solving. impulse buying. high involvement processing. extended problem solving.
habitual decision making.
The ________Blank indicates where a particular market segment's ideal product lies on the perceptual map. Multiple Choice ideal point optimal point value proposition equilibrium point target market
ideal point
MADD promotes its campaign to stop drunk driving through mailings, advertising, and education. MADD is providing which kind of marketing offering? services goods ideas innovations promotions
ideas
The publishing conglomerate Hearst is able to purchase mailing lists of people who have an interest in antiques, decorating, and gardening, knowing that its Country Living magazine customers are somewhat distinct from those who subscribe to Esquire, a lifestyle magazine for sophisticated men. In terms of evaluating segment attractiveness, this is a way of ensuring the segment is Multiple Choice substantial. responsive. reliable. profitable. identifiable.
identifiable
After a firm has conducted a SWOT analysis, it would typically progress to the next step of marketing planning, which is ________Blank and involves using STP (segmentation, targeting, and positioning). Multiple Choice defining the mission conducting a situation analysis identifying and evaluating opportunities implementing the marketing mix evaluating performance
identifying and evaluating opportunities
Which component is comprised of a company's capabilities, competitors, corporate partners, and the physical environment? Multiple Choice economic factors environmental factors immediate environment intermediate environment macroenvironmental factors
immediate environment
Pablo was in the local deli and saw a display for a new flavor of sliced ham. He had not planned to buy any ham, but decided on the spot to buy a pound to try it. Pablo's purchase represents Multiple Choice habitual decision making. deep processing. impulse buying. high involvement processing. extended problem solving.
impulse buying.
In response to increased consumer demand for healthful beverages, some soft-drink companies introduced new product lines of flavored water and fruit juices in order to ________ their product mix. Multiple Choice increase the depth of decrease the depth of increase the breadth of decrease the breadth of consolidate
increase the breadth of
As the market continues to show growth potential for new flavors and varieties of bottled water, companies in this industry can be expected to ________ their product lines. Multiple Choice increase the depth of decrease the depth of increase the breadth of decrease the breadth of consolidate
increase the depth of
Alternative evaluation often occurs after the consumer has engaged in which step of the consumer decision process? Multiple Choice need recognition information search prepurchase behaviors product purchase postpurchase evaluation
information search
A service is different from a good in that the benefit is Multiple Choice easy to market. valuable. tangible. intangible. less expensive.
intangible
The cost of borrowing money is measured by Multiple Choice inflation. gross domestic product. interest rates. currency fluctuations. tax rates.
interest rates.
Marcia has always loved Nike apparel for its style and comfort. She needs new workout pants, so she purchases a pair at the Nike Store. This is an example of which type of purchase decision? Multiple Choice extended problem solving limited problem solving deep processing high involvement processing habitual decision making
limited problem solving
Panera offers a My Panera card, which allows users to earn rewards every time they purchase food or drink. This is an example of ________Blank segmentation. Multiple Choice benefit occasion loyalty psychographic lifestyle
loyalty
Culture, demographics, social issues, technological advances, economic situations, and the political/legal environment are all factors that make up which marketing component? Multiple Choice economic factors environmental factors immediate environment intermediate environment macroenvironmental factors
macroenvironmental factors
KitchenAid develops its merchandise, produces it to ensure consistent quality, and invests in a marketing program to establish an appealing brand image. KitchenAid is an example of a ________ brand. Multiple Choice manufacturer private-label premium generic copycat
manufacturer
The majority of the brands marketed in the United States are ________ brands. Multiple Choice store generic copycat premium manufacturer
manufacturer
Most successful firms today are ________oriented. Multiple Choice production product sales finance market
market
In an attempt to increase sales, the Lettuce Entertain You restaurant group increased its advertising and sales promotions in its current markets, hoping to attract new customers and get existing customers in the doors. Which growth strategy is Lettuce Entertain You employing? Multiple Choice product development market development market penetration diversification demarketing
market penetration
Toyota marketed its RAV4 hybrid model to a distinct segment of consumers as an adventurous, sporty hybrid that stands out as being uniquely different from other hybrid models. This is an example of Multiple Choice a mission statement. product placement. market positioning. a situation analysis. a strategic business unit.
market positioning.
American Airlines recognizes that there are different groups of travelers with different needs, wants, and characteristics in their choice of airline transportation. The process of dividing American's market into these various groups is Multiple Choice targeting. market mixing. market positioning. market segmentation. value grouping.
market segmentation.
Shampoo manufacturers understand that consumers have different needs when it comes to what type of shampoo they use, such as for curly hair, two-in-one ease of use, or color protection. Knowing that, shampoo manufacturers have divided the market based on these various needs and developed shampoos to accommodate each group. By doing so, these shampoo manufacturers are involved in Multiple Choice a situation analysis. market segmentation. product placement. market development. diversification.
market segmentation.
Kroger grocery stores 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 refers to market procurement. product promotion. marketing analytics. customer demographics. value-oriented marketing.
marketing analytics
To evaluate the effectiveness or performance of a marketing strategy, firms most effectively use Multiple Choice a mission statement. employee feedback. marketing metrics. brainstorming. a SWOT analysis.
marketing metrics.
The ________ consists of the product, price, place, and promotion of an offering. Multiple Choice marketing exchange marketing mix channel of distribution value proposition marketing plan
marketing mix
In her role as marketing manager, Sonja is responsible for addressing the design of her new product, as well as how much it should cost, what promotional activities should occur, and how the product will be distributed. Sonja is creating a Multiple Choice marketing concept. competitive advantage. marketing plan. customer franchise. marketing exchange.
marketing plan
A written document composed of an analysis of the current marketing situation, opportunities and threats for the firm, marketing objectives and strategy specified in terms of the four Ps, action programs, and projected income statements is referred to as a(n) Multiple Choice operational plan. situation analysis. marketing plan. mission statement. business plan.
marketing plan.
Although Olive Garden, Maggiano's Little Italy, and Bertucci's all strive to provide good Italian food and service 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 Multiple Choice competitive focus. consumer franchise. market leadership. marketing strategy. competitive direction.
marketing strategy.
David and Bella plan for their baseball cap manufacturing startup to concentrate all its efforts on cost containment by offering the product in only one size but in a variety of colors, using a one-size-fits-all approach. This approach is a ________Blank targeting strategy. Multiple Choice one-to-one mass marketing concentrated differentiated micromarketing
mass marketing
A ________Blank 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. Multiple Choice benchmark target metric segment scale
metric
An online retailer of hair-coloring products allows its customers to submit photographs of themselves in order to formulate the perfect hair color based on the customer's skin tone and current hair color. What targeting strategy is this company using? Multiple Choice mass marketing segment marketing niche marketing micromarketing concentrated marketing
micromarketing
Lands' End allows customers buying shirts to choose from a variety of fabrics and types of collar and sleeve based on the customer's specific measurements, capitalizing on new technologies to mass-customize its products and services. This is an example of Multiple Choice concentrated marketing. segment marketing. niche marketing. micromarketing. mass marketing.
micromarketing
During the last couple of decades, it has become important for value-oriented marketers to ________ with customers. Multiple Choice move from a transactional orientation to a transitional perspective manage transactions more efficiently reduce the number of transactions to improve relationships move toward a relational perspective from a transactional orientation consider how they can reduce their interactions
move toward a relational perspective from a transactional orientation
The discrepancy between a consumer's actual state and desired state is associated with which step in the consumer decision process? Multiple Choice need recognition information search alternative evaluation purchase postpurchase
need recognition
Understanding consumers' ________ is fundamental to marketing success. Multiple Choice family connections rituals and habits needs and wants educational attainment physical locations
needs and wants
Behavioral segmentation that is primarily based on the time when a product or service is purchased or consumed is called ________Blank segmentation. Multiple Choice occasion lifestyle demographic psychographic location
occasion
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 ________Blank excellence. Multiple Choice locational operational product customer strategic
operational
Daoud is in the market for a new laptop and is spending a considerable amount of time researching the various brands and models available. In contrast, he does not spend much time researching the purchase of an inexpensive kitchen appliance, like a toaster. This can best be explained by which concept? Multiple Choice locus of control actual or perceived risk psychological risk social risk perceived benefits versus perceived costs of search
perceived benefits versus perceived costs of search
Target's All in Motion clothing line provides higher-quality apparel at Target-level pricing, enhancing the product's Multiple Choice brand awareness. perceived value. brand associations. brand quality. brand loyalty.
perceived value.
Sasha thinks the west side of her city is a great area to own a home and raise a family. Mohammed thinks the west side has too much crime, poor schools, and would be a poor choice of location to own a home and raise a family. Sasha and Mohammed have different ________regarding the west side of the city. Multiple Choice temporal states reference groups needs perceptions motives
perceptions
Linda bought a new computer online, but she soon realized that it didn't have enough memory to run her programs. Which risk associated with purchase decisions occurred? Multiple Choice financial social physiological performance psychological
performance
External agencies and government bodies publish safety ratings for cars to help consumers alleviate ________ risk. Multiple Choice performance financial physiological social psychological
physiological
What is the correct progression of Maslow's hierarchy of needs, from the bottom of the pyramid to the top of the pyramid? Multiple Choice safety, esteem, love, physiological, self-actualization physiological, safety, love, esteem, self-actualization esteem, safety, self-actualization, love, physiological self-actualization, love, esteem, physiological, safety safety, physiological, esteem, self-actualization, love
physiological, safety, love, esteem, self-actualization
When Macey was buying a new car, she decided to buy a Toyota because it had a dealership close to her home with a service department that was open on Saturdays. Which element of the marketing mix is influencing Macey's decision? Multiple Choice product price promotion people place
place
Which marketing mix element deals specifically with retailing and marketing channel management? Multiple Choice place product price promotion packaging
place
What are the three major phases of a marketing plan? Multiple Choice assessment, action, adjustment planning, implementation, control strategy, execution, regulation design, apply, manage forecasting, application, management
planning, implementation, control
If managers at General Electric (GE) evaluated all the firms' various divisions and then decided to sell off its finance and healthcare divisions, it would be involved in Multiple Choice product development. demarketing. diversification. portfolio analysis. franchise reevaluation.
portfolio analysis.
The Nike swoosh is an example of which positioning tool being used to create a position for the brand that distinguishes it from its competitors? Multiple Choice positioning based on product attributes positioning based on a symbol or logo positioning against a specific competitor positioning using perceptual mapping positioning based on profit potential
positioning based on a symbol or logo
Kia positions itself as offering reliable, fuel-efficient vehicles at a reasonable price. Kia is using which positioning approach? Multiple Choice positioning based on value positioning based on symbolism positioning against a specific competitor positioning using perceptual mapping positioning based on salient attributes
positioning based on value
Sometimes called buyer's remorse, ________ is the internal conflict that arises from an inconsistency between two beliefs or between beliefs and behavior. Multiple Choice an internal locus of control postpurchase cognitive dissonance self-actualization an external locus of control psychological risk
postpurchase cognitive dissonance
Marketers that set unrealistically high consumer expectations of a product through advertising, personal selling, or other types of promotion may generate higher initial sales, but it will eventually result in ________ if the product fails to achieve these expectations. Multiple Choice high conversion rates social risk postpurchase dissatisfaction unfulfilling decision heuristics pre-purchase dissonance
postpurchase dissatisfaction
Through which marketing mix variable do companies capture value from consumers, resulting in the generation of revenue? Multiple Choice product price promotion people place
price
Which marketing mix element corresponds to what the buyer gives up in the marketing exchange? Multiple Choice product price promotion distribution place
price
Which marketing mix variable is involved in the capture of value in the marketing exchange? Multiple Choice product services price promotion place
price
As the size of retail firms has increased through growth and consolidation, more retailers have developed ________ merchandise, which they use to establish a distinctive identity. Multiple Choice generic copycat private-label manufacturer co-branded
private-label
A(n) ________ is anything that is of value to a consumer and can be offered through a voluntary marketing exchange. Multiple Choice brand value proposition product offering marketing exchange
product
Apple creates value for consumers by developing a variety of offerings, such as its Apple Watch, Mac computers, and iPhones. In doing so, Apple is focusing on which element of the four Ps? Multiple Choice price place planning people product
product
Coca-Cola introduced four new flavors of its brand of Diet Coke, to exploit the growth opportunities for new products in current markets. This is an example of which growth strategy? Multiple Choice product development market development market penetration diversification demarketing
product development
What is one of the four major growth strategies marketers typically utilize? Multiple Choice portfolio analysis demarketing product development market leadership product proliferation
product development
Founded in 1842, Mott's started selling apple juice in 1938 and now offers a wide variety of apple-based products in its product line. Over the years, Mott's has increased its Multiple Choice product line depth. product mix breadth. product line breadth. product mix depth. augmented product line.
product line depth.
General Mills has a variety of brands in its snacks category, including Chex, Nature Valley, Fiber One, and Cascadian Farm. These represent a Multiple Choice product line. product mix. marketing mix. augmented products. brand extension.
product line.
The complete set of a food company's offerings includes cereal, toaster pastries, snacks, soup, yogurt, and baking products. These represent the company's Multiple Choice product line. product mix. marketing mix. product depth brand extension.
product mix.
The belief that a good product would sell itself came out of the ________ era. Multiple Choice sales-oriented market-oriented value-based consumer-demand production-oriented
production-oriented
Market growth, market competitiveness, and market access are all important factors in analyzing whether a segmentation strategy is Multiple Choice substantial. identifiable. reachable. responsive. profitable.
profitable
During the Olympics, companies use medal-winning athletes in television ads for their products. Which of the four Ps does this represent? Multiple Choice product price promotion packaging place
promotion
When marketers communicate the value proposition, they are focusing on the ________ element of the marketing mix. Multiple Choice product price promotion place policy
promotion
Cameron describes himself as having a strong need to belong to a group, which motivates him to seek out activities that involve others. Marketers use this type of information when developing ________Blank segments. Multiple Choice niche geographic demographic psychographic geodemographic
psychographic
Keiko is having trouble figuring out how to let brides-to-be know what her expertise can achieve for them when they purchase a wedding gown she designs. Which criterion for evaluating segment attractiveness is she unable to meet? Multiple Choice substantial identifiable reachable responsive profitable
reachable
When looking for a new car, Gabby considers both American- and foreign-made vehicles, but her father and friends both encourage her to buy an American-made brand. Which social factor explains this type of influence? Multiple Choice culture temporal state lifestyle factors reference groups situational factors
reference groups
When Connie lived in a small, rural town in the Midwest, she ate a diet heavy in beef and potatoes. When she moved to Chicago, she found that the restaurants offered more healthy items and her diet changed to include more seafood and fresh vegetables. This demonstrates how ________ can change a company's product offerings to meet consumer tastes. Multiple Choice country culture personal technology green marketing the physical environment regional culture
regional culture
What two metrics are used in the BCG portfolio analysis to evaluate the various products of a firm? Multiple Choice relative market share and market growth rate production costs and profit potential market share and profit potential market growth rate and strength of product relative market share and profit potential
relative market share and market growth rate
For its segmentation strategy to be successful, the shoe manufacturer Allbirds must ensure the customers in the segment react similarly and positively to its offering. This strategy corresponds to which criteria for evaluating segment attractiveness? Multiple Choice substantial reachable responsive profitable identifiable
responsive
When consumers are engaged in the consumer decision process, the specific brands or stores they can readily recall in a product category are referred to as their ________set. Multiple Choice universal retrieval memory evoked brand
retrieval
The goal of any exchange is that the parties to the transaction be Multiple Choice close partners. interdependent. codependent. satisfied. savvy.
satisfied
For most products, the UPC code is located on the ________ package. Multiple Choice primary secondary extended inside principal
secondary
Which step in the STP process develops descriptions of the different segments, which helps firms better understand the customer profiles in each segment? Multiple Choice establish overall strategy or objectives select segmentation method develop positioning strategy evaluate segment attractiveness select target market
select segmentation method
CoverGirl often produces advertisements featuring smiling and happy-looking young people using its makeup products. This tactic relates to Multiple Choice self-value. self-concept. self-consciousness. self-identity. lifestyle.
self-concept.
Felicia believes strongly in buying from minority-owned businesses whenever possible. Which term best describes the motivation for her purchasing behavior? Multiple Choice self-concepts self-values psychographics self-control lifestyles
self-values
A national hotel chain engages in conversations with its customers through Facebook and allows them to book their hotel reservations through its Facebook page. This is an example of marketing using ________ to be more value driven. Multiple Choice conventional media cobranding unethical means the supply chain social media
social media
Honor spent a lot of time shopping for her wedding dress, devoting considerable time and effort to visiting some of the finest bridal shops in her area. For Honor, her wedding dress is a(n) ________Blank product. Multiple Choice convenience unsought specialty shopping augmented
specialty
Starbucks Coffee's corporate structure involves three regional divisions: the Americas, China and Asia-Pacific, and Europe, Middle East, and Africa. These divisions of Starbucks are called Multiple Choice segments. strategic business units. metrics. portfolios. marketing mixes.
strategic business units.
A SWOT analysis involves an analysis of factors internal to the company, which include ________Blank, as well as factors outside the company, which include ________Blank. Multiple Choice opportunities and threats; strengths and weaknesses strengths and weaknesses; opinions and thoughts substantial winnings; opportunities and threats strengths and weaknesses; opportunities and threats strategic worldview; options and tactics
strengths and weaknesses; opportunities and threats
A firm relies on a wide variety of vendors to make and distribute its products. Manufacturers buy raw materials from suppliers, use shipping companies to transport finished goods to multiple locations, and establish relationships with the retailers who sell them to consumers. This is all part of Multiple Choice the marketing plan. supply chain management. the value proposition. the marketing mix. a marketing platform.
supply chain management
The ability of marketers to use mobile applications to target and reach their customers more effectively is an example of which macroenvironmental factor? Multiple Choice technological advances the political/legal environment culture the economic environment the natural environment
technological advances
Although the trend of wealthy households outpacing both poor and middle classes is worldwide, it is particularly prominent in Multiple Choice Japan. Africa. China. the United States. Germany.
the United States.
According to the elaboration likelihood model, which variable determines whether limited or extended problem solving will operate in a particular purchase decision? Multiple Choice purchase readiness attentional capacity likelihood of purchase the level of involvement the level of elaborate thinking
the level of involvement
What best describes the notion of market positioning? Multiple Choice the position that a company holds in the market in terms of size relative to its competitors the process of increasing a firm's overall sales and as a result, increasing its market share the place the product occupies in consumers' minds relative to competing products the geographic location of the headquarters of a corporation a group of organizations that have similar wants and needs
the place the product occupies in consumers' minds relative to competing products
When everyone might be considered a potential user of its product, a firm likely uses a(n) ________ targeting strategy. Multiple Choice one-to-one differentiated concentrated undifferentiated micromarketing
undifferentiated
Insurance companies expend a lot of effort marketing their offerings, mainly due to the fact that insurance is a(n) ________ that consumers don't normally think about much. Multiple Choice specialty product shopping product convenience product unsought product augmented product
unsought product
When Company A was developing a new product, it contacted customers who knew the brand for advice to make sure the new product would appeal to them. This represents how ________ can provide value to customers and the company. Multiple Choice value cocreation relational transaction pre-marketing production orientation sales orientation
value cocreation
The positioning strategy can help convey the firm's or the product's ________Blank, which communicates the customer benefits to be received from a product or service and thereby provides reasons for wanting to purchase it. Multiple Choice benefits segmentation value proposition segmentation method targeting strategy market share
value proposition
A local bakery is known for poor customer service and an unclean environment. These factors would be classified as ________Blank in a SWOT analysis. Multiple Choice weaknesses strengths threats opportunities advantages
weaknesses