MARK Chap 2-3 Quiz

Which of the following groups influences the company's ability to obtain funds?

financial publics

Companies that define their missions in terms of products or technologies are considered myopic primarily because ________.

products and technologies eventually become outdated

Qualtrics is a company that enables individuals and companies to design and conduct surveys with consumers. Qualtrics is best described as a _______.

Marketing Services Agency

Tomorrowland is one of the biggest open-air electro festivals worldwide. Their marketing focuses on the experience rather than an explicit product. Which demographic is most likely to positively respond to their marketing?

Generation Z

Which of these steps belongs to the four steps in strategic planning on the corporate level?

Planning marketing and other functional strategies

When Nike first began its business, they concentrated on selling sports shoes. As their success story continued, they also introduced sports equipment and sportswear. This strategy is referred to as _____.

Product Development

Linda is working for a company that sells industrial refrigerators on an industrial market to other companies. What kind of market is Linda working on?

Reseller Market

Mike has been tasked with studying the ________ of the company - the forces close to a company that affect its ability to serve its customers, such as suppliers, marketing intermediaries, customer markets, competitors, and publics.

microenvironment

Orion Inc. operates in many industries, including pharmaceuticals and food products. The company's goal is to create "abundant and affordable food for all and a healthy environment." This represents Orion's ________.

mission statement

Which is NOT part of the company environment that influences marketing decisions?

retailers

Which of the following is NOT an example of product-oriented mission statements?

"We sell memorable experiences."

Which of the following best describes a consumer market?

The purchase of goods for personal use

Trossen Robotics is expanding its robotics division that produces robotic arms made for education and research. The company conducts market research that shows that predominantly universities are inclined to purchase their products. Universities are thus ____

their target customer group

Which of the following is true with regard to media publics?

This group carries news, features, and editorial opinion.

Cape Sky Inc., an international insurance and financial services company, is the primary sponsor of the annual New York City Marathon, which is attended by over one million fans and watched by approximately 300 million viewers worldwide. The Cape Sky logo and name are displayed throughout the racecourse. Cape Sky most likely sponsors this event in order to appeal to which of the following types of publics?

general publics