Marketing
What are stars in the growth-share matrix?
High-growth, high-share businesses or products
Vaughn's Video has suffered because more people are subscribing to online streaming sites such as Netflix, YouTube, iTunes, Amazon, and Hulu. Which of the following marketing trends has NOT affected Vaughn's Video?
Not-for-profit marketing
To create value for customers, marketers must improve the performance of the ______________, which includes partnering with suppliers, distributors, and customers
value delivery network
Which of the following generational groups represents one of the most powerful forces shaping the marketing environment?
Baby boomers
Which of the following is enhancing how marketers learn about and interact with customers?
Big data and marketing analytics
Which of the following is NOT a step in the marketing research process?
Comparing research findings to other studies
Which of the following is NOT a primary goal of competitive marketing intelligence?
Creating an understanding of the business-to-business environment
Which of the following is at the center of marketing strategy and programs?
Customer engagement, value, and relationships
Julie's Jump Rope Emporium is a new company. From a marketing standpoint, what is the FIRST thing Julie's Jump Rope Emporium needs to do?
Determine who in the community wants or needs a jump rope
Stars, cash cows, question marks, and dogs are the four types of strategic business units (SBUs) defined in which of the following?
Growth-share matrix
Which of the following is NOT one of the four Ps of the marketing mix?
Production
Which of the following is NOT a step in the strategic planning process?
Set revenue and financial goals
The real value of marketing information rests in the _____________________.
customer insights it provides
When a company starts the strategic planning process at the corporate level, it begins by _____________________________.
defining its overall purpose and mission
After creating a company's mission and objectives, the executive team must then plan ____________ by keeping in mind the best fit for its strengths, weaknesses, and opportunities in the environment.
its business portfolio
The second purpose of government regulation is to _____________________.
protect consumers from unfair business practices
A marketing dashboard is used to do which of the following?
Monitor strategic marketing performance
Of the following, which best reflects how the American population has changed over time?
It has become more diverse, better educated, and more mobile.
A company is conducting market research to determine the best areas in which to sell its product. It has developed the research plan. What is the next step of this company's research plan?
Implement the plan
Sanchez Hispanic Foods and Seasonings has started to grow larger than the Sanchez family could ever have imagined. The company is having a hard time keeping track of all of the business' marketing activities. They know that they are going to need help to keep the business growing and are looking for solutions. Which of the following potential hires is likely the best decision for the Sanchez family?
Noah Lopez, a marketing specialist and expert who would be hired as the Sanchez family's new chief marketing officer
Which of the following BEST describes research relationships?
Observation is best suited for exploratory research, surveys for descriptive research, and experiments for causal research.
All of the following are aspects of sustainable marketing EXCEPT which one?
Observe environmental legislation as it is instituted.
Which of the following statements about big data is correct?
One result of big data is that marketing managers are often overloaded and overwhelmed with information.
Chicago's Best Pizzeria has been operating on the north side of Chicago for more than 30 years. Its target market includes young urban professionals who want new-style organic pizzas with exotic ingredients. However, in recent years, the population in the pizzeria's neighborhood has been shifting, and now fewer young urban professionals live there. The population has grown older and wants traditional pizza, not pizza with exotic ingredients. Which of the following identifies the pizzeria's BEST response to this situation?
Target a new market with a different product.
Wonders such as smartphones, driverless cars, and antibiotics can be attributed to which marketing environment?
Technological
Which of the following includes shortages of certain raw materials, higher pollution levels, and more government intervention?
The natural environment
Which of the following identifies a change in the technological environment that could affect the success of a business?
A company develops a new battery that lasts twice as long as its predecessor.
A power tool company wants to give its customers access to internal, nonpublic information about how best to use its product in creative ways. What should the company create to provide customers with this information?
A company extranet
Proactive businesses often take aggressive actions to affect consumers and the forces in their marketing environments. Which of the following does NOT depict a proactive company?
A local restaurant refusing to counter false allegations of salmonella
To be successful, why should companies try to adopt a proactive stance on marketing?
A proactive stance allows a company to take advantage of opportunities as they arise.
What constitutes a marketing information system (MIS)?
A system to generate and validate actionable customer and market insights
The act of obtaining a desired object from someone by offering something in return is known as which of the following?
An exchange
Calvin's Cupcakes is attempting to gather information about its customers in order to improve its customer service. Which of the following is the BEST path for this company to start to develop an efficient MIS?
Assess the information needs of the company
Scott Frost has been coming to Aldwin's Diner for 20 years and refuses to go anywhere else. Joseph, the owner of Aldwin's, loves Scott's loyalty but admits he purchases only a cup of coffee at each visit. Scott would BEST be described as which of the following?
Barnacle
Which types of companies would most benefit from conducting marketing research?
Both large multinational firms like Disney and IBM and small local firms
How do the individual components of a SWOT analysis work together to determine the status of a company?
By ascertaining a company's strengths, relating them to opportunities, minimizing weaknesses, and identifying threats to growth and development
Nibbles Pet Food Corporation is in the process of developing its new market strategy. The marketing team has already established the company's niche product—premium, organic dog and cat food—and contracted to sell it in several high-end pet stores. The team has also determined the optimum price to create value for customers and still make a profit. What does the marketing team need to do now?
Create a promotion strategy to increase customer awareness
A wedding services company changes its marketing strategy to reflect the fact that more LGBTQ (lesbian/gay/bisexual/transgender/queer) marriages are taking place. The company is offering a broader range of ceremonies that cater to this market. Which of the following environments must this wedding company analyze?
Cultural
Bertram's Beer structures its company in such a way as to encourage its most profitable older customers to remain loyal while also targeting a new generation of customers. What is Bertram's Beer attempting to build?
Customer equity
Juanita owns a small hot-air balloon company in Albuquerque, New Mexico. She recently started a Facebook page for her company, and many of her customers are asking for store-sponsored hot-air balloon trips. They believe Juanita's expertise would make her the perfect guide. Juanita decides to host quarterly hot-air balloon trips and experiences a huge increase in sales and customer satisfaction. Which of the following is the BEST conclusion that can be drawn from Juanita's situation?
Customer insights can provide valuable information to a small businesses.
A company's value chain is only as strong as its weakest link. What should a company do to properly gauge the strength of its links and continually improve?
Examine how well each group performs its work of adding customer value.
Which of the following describes the type of research used to help define the research problem and suggest hypotheses?
Exploratory research
Asher Airlines instituted a marketing program whose intent is to create a relationship with customers with seat upgrades and free miles for their continued patronage. What customer relationship tool is Asher Airlines using?
Frequency marketing program
__________________ is a group numbering 55 million or more consumers and sometimes is an overlooked "in-between" consumer group because it is both smaller and less materialistic than other groups and prizes experience, not acquisition.
Generation X
Which generational group seamlessly blends online and offline worlds as they socialize and shop?
Generation Z
Which of the following describes the current trend in businesses regarding relationships with customers?
Hand-pick the most profitable customers and allow them more input.
The role of a company's marketing intermediaries is to do which of the following?
Help the company find, promote, sell, and distribute products
The goal of a market development growth strategy is to do which of the following?
Identify and develop new markets for current products of a company's market
In analyzing a company's current business portfolio, what is management's first step?
Identify strategic business units
An international company has appointed a CPO to ensure the privacy and confidentiality of the consumer data it collects. Which of the following is the CPO MOST likely to do as a function of his or her job?
Inform customers of the company's privacy policy
A value chain consists of which of the following?
Internal departments and other companies that carry out value-creating activities
Marketers obtain needed marketing information from which of the following?
Internal data, marketing intelligence, and marketing research
Which of the following is a valid concern when it comes to the four Ps concept?
It may omit or underemphasize certain important activities
Jill Parker owns 2,000 acres of ranchland in Iowa. Recently, a supply of natural gas was discovered on her property. Not knowing much about the marketing environment, she asks you what she should do. Which of the following is the BEST advice?
Jill should focus on the business market and license the natural gas rights.
The demographic, economic, natural, technological, political, and cultural forces that affect a company's ability to serve its customers make up which of the following?
Macroenvironment
A local drama club wants to increase the membership and attendance at its performances. To do so, it hosts free shows, starts poetry-reading nights, and sends volunteers to the local high school. What is the drama club engaging in?
Market exchange
Denim Blue Jean Corporation is a growing company located in Washington State, but it is beginning to develop a presence in the surrounding states as well. It sells only one product—blue jeans—but it has 12 different lines of jeans that cater to men, women, children, babies, toddlers, and teens. Which type of marketing department organization would BEST suit Denim Blue Jean Corporation?
Market management organization
___________consists of the analysis tools, technologies, and processes by which marketers dig out meaningful patterns in big data to gain customer insights and gauge marketing performance.
Marketing analytics
How do market demands relate to needs and wants?
Needs are satisfied by wants, and buying power converts wants into demand
Which of the following statements about online research is correct?
Online surveys generally have higher response rates than those conducted by mail or phone.
Beverly's Burgers came under fire recently when allegations were made that its veggie burgers were actually made with beef. To counter the claims, the restaurant called in a company to test not only its veggie burgers, but also the rest of its vegetarian options to prove they lacked meat. The results were displayed publicly on the restaurant's Facebook page. What BEST describes Beverly's Burgers' response to the allegations?
Proactive
Which marketing philosophy holds that consumers will favor products that offer the most in quality, performance, and innovative features?
Product concept
Which of the following is NOT one of the marketing management functions?
Promoting
Which of the following would be good advice for someone conducting marketing research in a foreign country?
Reaching respondents in other parts of the world is more difficult than it is in the United States.
The ultimate goal of the marketing process is to do which of the following?
Receive value from customers
Which of the following information must a researcher evaluate to make certain it is relevant, accurate, and impartial?
Secondary information
Ethel and Jan have just started a new company, Jantel, Inc., and are having trouble deciding which marketing path to take to drive sales. Ethel believes they should follow a make-and-sell philosophy that focuses on improving their product, whereas Jan believes they should be more customer-oriented and find the right products for their customers. Which of the following BEST describes this situation?
Should Jantel, Inc., follow a product or marketing concept?
Which of the following actions helps a company find the game plan for long-run survival and growth that makes the most sense given its specific situation, opportunities, objectives, and resources?
Strategic planning
Which of the following is NOT part of an overall SWOT analysis evaluation of a company?
Strategy
There have been dramatic changes in the political environment that affect marketing. Which of the following does NOT represent one of those changes?
Strong emphasis on free trade and open borders
When a company chooses a group of customers to serve, it is engaging in which of the following?
Target marketing
Using the BCG growth-share matrix as a guide, Masumura Technologies identified question marks in its business portfolio but is currently maintaining its market share. At a recent meeting with the company's senior management team, the CEO of Masumura and her team members decided to allocate all of the company's profits toward the growth and expansion of these question marks, in order to cause the question marks to become stars. What is likely to happen to this company?
The growth of the company will be unpredictable because there is no guarantee that a question mark will become a star.
How has the internet MOST affected companies and customers?
The internet has allowed consumers to take marketing content and share it.
How does the microenvironment of a company differ from its macroenvironment?
The microenvironment deals with the company, suppliers, marketing intermediaries, customer markets, competitors, and publics.
How does the new concept of marketing differ from the old concept of marketing ("telling and selling")?
The new concept focuses on customer needs.
Why is marketing return on investment (ROI) so difficult to measure?
There is no consistent definition.
What is the main problem that sellers suffering from marketing myopia face?
They focus more on products than on the customer's underlying need.
What is the importance of selling and advertising in marketing?
They work in tandem with building customer relationships.
What is MOST likely to cause a variation in customer-perceived value?
The customer's opinion of what constitutes value
Tina's Tunes is a music store that has been selling CDs for 20 years. Throughout the last six years, sales have continuously declined and profits have almost completely disappeared. The owner of Tina's Tunes believes resurgence is likely to happen soon and wants to continue business as usual. What is likely to happen to Tina's Tunes?
Tina's Tunes is likely to fail because it is ignoring the technological environment.
Which of the following BEST describes the purpose of customer insights?
To create more value for the customers
Why is good marketing management critical?
To ensure that the company serves as many customers as it can and as well as it can
Which of the following is the primary reason firms use competitive marketing intelligence?
To gain early insights into competitor moves and strategies, and to prepare quick responses
Why is it important for a company to collect both primary and secondary data when conducting marketing research?
To have a "full picture" of the subject of its study
What is the purpose of the marketing mix as part of the overall marketing strategy?
To produce a response that influences a demand for the product from the customers the company is targeting
What is the ultimate aim of customer relationship management?
To produce high customer equity
Which of the following correctly describes customer purchases, sales force contacts, service and support calls, web and social media site visits, satisfaction surveys, credit and payment interactions, and market research studies?
Touch points
A new hardware company is writing its mission statement. Which of the following is the BEST mission statement possible for the new company?
We will help customers build, invigorate, restore, refurbish, or completely redesign their homes or businesses.
Nguyen's Sporting Goods is having difficulty obtaining the credit it needs to expand. What should the company do in order to alleviate its financial situation?
Work out a plan with its financial intermediaries
The group of factors that affect consumers' purchasing power and spending patterns is called the _________________.
economic environment
A company's marketing information system (MIS) is valuable because it ___________________.
enables a company to use customer insights to improve relationships with customers
You and seven other people relay your feelings and thoughts about a potential new product to a trained moderator. In exchange, you receive a small payment. You are participating in a(n) ________.
focus group
When consumers respond in a similar way to a given set of marketing efforts, they can be referred to as a _________.
market segment
The third purpose of government regulation is to _____________________.
protect the interests of society against unrestrained business practices
The purpose of business legislation is primarily based on ________.
protecting companies from each other
Selling and advertising are part of a larger set of marketing tools that work together to satisfy customer needs and build customer relationships known as ________.
the marketing mix
The major cultural values of a society are expressed by people's views of ____________________.
themselves, others, organizations, society, nature, and the universe
To exercise social responsibility, many companies are linking themselves to what type of marketing?
Cause-related
Which of the following scenarios BEST describes the societal marketing concept?
Edward's Earthware attempts to make its pottery in a way that satisfies customers but is also environmentally friendly and sustainable over the long term.