Marketing quiz questions

According to the Boston Consulting Group approach, _______ provides a measure of market attractiveness. a)product attribute b)product design c)market penetration d)market growth rate e)market segmentation

d

A man weighs 200 lbs. He steps on a scale five times and receives the following weights: 160, 190, 200, 155, 200. This scale is: a)Reliable, but not valid b)Valid, but not reliable c)Valid and reliable d)Not valid or reliable e)Biased, but systematic

b

A ________ is a name, term, sign, symbol, design, or a combination of these, that identifies the maker or seller of a product or service. a)brand b)feature c)package d)line extension e)value chain

a

A regional supermarket chain runs print, radio, and television advertisements announcing that 1 percent of its sales is donated to local after-school programs for underprivileged youth. This is an example of ________. a)cause-related marketing b)generational marketing c)sustainable marketing d)market segmentation e)product differentiation

a

Google Trends is an example of __________ data. a)secondary b)primary c)mass-generated d)explanatory e)causal

a

In ________ research, the objective is to gather preliminary information that will help define the problem and suggest hypotheses. a)exploratory b)statistical c)causal d)analytic e)descriptive

a

In a bid to attract more customers in a market that has several competitors, Barrymore's Bakery slashed the prices of all its products by 50 percent. Managers at the firm reasoned that lower prices would draw in even more customers, making up for the reduction in price several times over. Which of the following pricing strategies are they using? a)market-penetration pricing b)market-skimming pricing c)cash discount pricing d)captive-product pricing e)by-product pricing

a

In which of the following situations has a company most actively embraced customer-managed relationships? a) iRobot invites enthusiastic Roomba owners to develop and share their own uses for the company's robotic vacuum cleaner. b)Toyota develops a marketing presence on social networks and other online communities. c)American Airlines awards frequent flyer points to returning customers. d)Best Buy distinguishes between its best customers and its less profitable customers, stocking merchandise to appeal to each group. e)Paige Premium Denim jeans provide superior quality and perfect fit.

a

Marketing is defined as a social and managerial process by which individuals and organizations obtain what they need and want through . a)value creation and exchange b)manufacturing efficiencies c)innovation and creativity d)research and development e)sales and revenue creation

a

Railroads were once operated based on the thinking that users wanted trains that would offer the most in quality, performance, and innovative features. The railroad managing companies overlooked the fact that there could be other modes of transportation. This reflects the concept. a)product b)production c)societal marketing d)marketing e)selling

a

Retailers are classified on characteristics including the amount of service they offer, the breadth and depth of their product lines, how they are organized, and ________. a)the relative prices they charge b)the number of locations they have c)the strength of their Internet presence d)their sustainability and environmental policies e)the stability of their financial situation

a

Sales promotions are targeted toward members of the sales force, business customers, retailers, wholesalers, and ________. a)Final Consumers b)Employees c)Suppliers d)Manufacturers e)Upstream Companies

a

The New Age Gallery has three admission prices for students, adults, and seniors, even though all three groups are entitled to the same services. This form of pricing is called ________ pricing. a)customer-segment b)captive product c)product form d)by-product e)psychological

a

The marketing team of 7 Star Inc., a company manufacturing smartphones, is currently studying the size, density, location, age, and occupation of its target market. Which of the following environments is being studied in this scenario? a)demographic environment b)political environment c)economic environment d)technological environment e)cultural environment

a

The use of short-term incentives to encourage the purchase or sale of a product or service is called ________. a)sales promotion b)direct and digital marketing c)personal selling d)public relations e)publicity

a

Today, most companies are adopting the concept of ________, which carefully combines and coordinates the company's many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands. a)integrated marketing communications b)nonpersonal communication channels c)buzz marketing d)pull strategy e)vertical diversification

a

Which of the following best explains why companies are adopting the team selling approach to service large, complex accounts? a)Products have become too complicated for one salesperson to handle a large company's needs. b)Customers prefer dealing with many salespeople rather than one sales representative. c)Job rotation, an integral part of team selling, keeps workers motivated and boosts their morale. d)Team selling facilitates the evaluation of individual contributions. e)With team selling, companies are not required to train the outside sales force any longer.

a

Which of the following is NOT TRUE about elastic demand? a)Includes addictive substances such as drugs and cigarettes. b)price changes affect quantities purchased. c)the demand curve is relatively flat. d)products have many substitutes. e)price changes cause great change in demand.

a

Which of the following is an example of a pure tangible good? a)a bag of potato chips b)a credit card c)an online shoe retailer that provides free home delivery d)a laptop with a comprehensive warranty for three years e)an agency that offers free legal advice

a

Which of the following marketing management concepts is most likely to lead to marketing myopia? a)product concept b)societal marketing concept c)customer-driving marketing concept d)marketing concept e)customer-driven marketing concept

a

________ is defined as analyzing, planning, implementing, and controlling sales force activities. a)Sales force management b)Sampling c)Sales force automation d)Business intelligence e)Benchmarking

a

A defining characteristic of nonprobability samples is that: a)They are more representative of the population than probability samples. b)They involve personal judgment in the element selection process. c)Results are generalizable from the sample to the population. d)Each person has a nonzero chance of being included in the sample. e)All of these responses apply.

b

A is some combination of products, services, information, or experiences provided to consumers to satisfy a need or want. a)market mix b)market offering c)value proposition d)brand positioning e)market segment

b

A recent study conducted by Estelle Cosmetics Company showed that heavy users of Estelle's products comprise a small percentage of the market. The study indicated that less than 7 percent of all shoppers buy nearly 71 percent of Estell e's products in the United States. This is an example of ________. a)occasion segmentation b)segmentation by usage rate c)benefit segmentation d)segmentation by loyalty status e)psychographic segmentation

b

Bon Vivant offers an assortment of exclusive French wines at incredibly low prices. These prices are neither limited-time offers nor special discounts, but represent the daily prices of products sold by Bon Vivant. This reflects Bon Vivant's ________ pricing strategy. a)markup b)everyday low c)penetration d)break-even e)cost-based

b

Cathy's Clothes is a small yet successful retail chain that sells women's clothing and accessories with a focus on buyers who have relatively modest means. For this specific purpose, the firm has rolled out several marketing initiatives aimed at women of a specific demographic. This is an example of . a)social marketing b)target marketing c)cause marketing d)societal marketing e)ambush marketing

b

For the past ten years, Bill and Margaret have saved money to go to the Super Bowl should their team, the Chicago Bears, reach the finals of the NFC championship. This is the year, and several tour companies offer attractive, but very similar, packages to the game. Since all packages are pretty much the same and quite expensive, they have chosen one that fits their budget. Bill and Margaret are most likely exhibiting ________. a)complex buying behavior b)dissonance-reducing buying behavior c)habitual buying behavior d)consumer capitalism e)consumer ethnocentrism

b

George is buying his first house. He has spent a month looking at houses and comparing attributes such as price and location. He has contacted several real estate agents to look at different types of houses. George is most likely exhibiting ________. a)variety-seeking buying behavior b)complex buying behavior c)habitual buying behavior d)dissonance-reducing buying behavior e)marketing myopia

b

Juanita Petino, a nutritionist, decided to test the effects of cereal brand, Kinglo and Loopy, on consumer happiness. For the purpose of her study, she randomly assigned volunteers into two groups and asked the members of one group to have Kinglo cereal and the members of the other group to have Loopy cereal for breakfast. She then compared happiness ratings between the two groups. In this instance, Juanita is using ________. a)niche marketing b)experimental research c)product differentiation d)ethnographic research e)viral marketing

b

Kao Corp., a deodorant manufacturer, invited teenage girls to make an ad that would encourage other girls to buy the product. This program is an example of . a)partner relationship management b)consumer-generated marketing c)societal marketing d)the production concept e)the selling concept

b

Malcolm Sanders, a graduate student from Boston, makes customized snowboards for local snowboarding enthusiasts. The demand for snowboards peaks during the winter months, a busy time for Malcolm. He advertises more aggressively and sells most of his snowboards around this time. Which market segmentation approach does Malcolm most likely use? a)psychographic segmentation b)occasion segmentation c)age and life d)gender segmentation e)geographic segmentation

b

Market segmentation can be best described as the process of ________. a)assigning specific human attributes to a given brand b)dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors, and who might require separate marketing programs c)evaluating each market segment's attractiveness and selecting one or more segments to enter d)turning marketing plans into marketing actions to accomplish strategic marketing objectives e)maintaining a strategic fit between organizational goals and changing marketing opportunities

b

Marketing mix planning begins with ________. a)calculating the total costs involved in manufacturing the product b)building an offering that brings value to target customers c)setting a reasonable price for the product d)selecting the right channel for distribution of the product e)finding a suitable promotion strategy for the product

b

Robert has taken up cycling as a hobby and as a way to maintain his physical fitness. He wants to buy a hydration system since he will need a lot of water as he cycles. Having gathered a great deal of information, he has finally narrowed down his choices to three systems: Waterbags for Roadies, Supertanker Hydropacks, and Fast Water. Robert is in the ________ stage of the buyer decision process. a)need recognition b)evaluation of alternatives c)product trial d)postpurchase evaluation e)information search

b

The full mix of benefits on which a brand is differentiated and positioned is known as the brand's ________. a)service life b)value proposition c)demand chain d)supply chain e)value stream

b

Upon determining who will want the product, retailers must determine in more detail how to ________ in those markets. a)properly price the product offerings b)differentiate and position themselves c)offer the correct products d)promote themselves e)entice customers to them

b

Using a(n) ________ strategy, the producer directs its marketing activities toward final consumers to induce them to buy the product. a)push b)blitz c)buzz d)pulse e)pull

b

Which of the following is a trend that depicts the increasingly nontraditional nature of today's American families? a)the increasing number of stay-at-home mothers b)the increasing number of dual-income-no-kids families c)the sharply declining number of dual-income families d)the decreasing divorce rate e)the decreasing reliance on convenience foods and services

b

Which of the following is the first step in the personal selling process? a)Presentation and Demonstration b)Prospecting and qualifying c)Follow-up d)Preapproach e)Handling objections

b

________ are groups to which an individual wishes to belong, as when a young basketball player hopes to play someday in the NBA or WNBA. a)Membership groups b)Aspirational groups c)Leading adopters d)Subcultures e)Reference groups

b

0 / 1 point What type of research objective is most suitable for obtaining conclusive answers to questions such as whether one ad would garner greater attention and recall than another, and whether the presence versus absence of $.0.50 coupons would make people more likely to buy the national brand? a)exploratory research b)descriptive research c)causal research d)case analysis e)all of the above

c

1 / 1 point Which of the following is true with regard to strategic planning? a)At the corporate level, the company starts the strategic planning process by determining what portfolio of businesses and products is best for the company. b)A strategic plan deals with a company's short-term goals. c)Strategic planning involves developing and maintaining fit between the company's goals and the changing marketing environment. d)The strategic plan is a statement of an organization's purpose. e)Strategic planning involves identifying segments of consumers with identical preferences.

c

A current trend in the United States involves rediscovering the benefits of home-cooked food and the use of organic ingredients. People are choosing to spend hours in the kitchen using only the freshest ingredients to cook healthy and nutritious meals. This change in ________ is one of the reasons for the increasing demand for organic ingredients. a)self-concept b)subculture c)lifestyle d)personality e)life-cycle

c

A five-foot high cardboard cutout of Terry the polar bear, mascot of Terry's protein shake, next to the shelf containing Terry's products in a supermarket is an example of a ________. a)Sample b)Rebate c)Point-of-purchase display d)Premium e)Product demonstration

c

An ideal price policy scenario for retailers would be to achieve ________ while earning ________. a)high volume; zero markups b)low volume; low markups c)high volume; high markups d)high volume; low markups e)low volume; high markups

c

An invitation to go skiing over the weekend forced Donna to look at her current wardrobe. She realized that she required a warmer coat. Which of the following stages of the buyer decision process does Donna exemplify? a)product evaluation b)situational analysis c)need recognition d)problem screening e)information search

c

Companies can research many aspects of buying decisions. However, the one that is the most difficult to identify is ________. a)what consumers buy b)how and how much they buy c)why they buy d)when they buy e)where they buy

c

Costco's Kirkland Signature products are an example of a ________. a)national brand b)support brand c)private brand d)generic brand e)manufacturer's brand

c

Customer equity refers to . a)a firm's market share b)a firm's current sales c)the total combined customer lifetime value of all of the company's current and potential customers d)the amount a customer is spending each year on certain products e)the share a firm earns of a customer's purchasing in their product categories

c

In the famous case in the 1980's, Coca-Cola introduced New Coke after conducting extensive research. The failure of New Coke was largely due to: a)having too many different types of research objectives b)uneven pay among researchers c)poor definition of the research problem d)late and occasional erroneous findings e)personality and presentation differences

c

Sally recently purchased Brand X lotion. In comparing her perception of how the lotion made her skin feel and look to her expectations about Brand X lotion, Sally was measuring her level of . a)customer perceived value b)customer equity c)customer satisfaction d)customer lifetime value e)share of customer

c

The environmental sustainability movement encourages companies to ________. a)actively resist social change b)operate freely in the black market c)go beyond government regulations d)institute deregulation e)curb organizational anarchy

c

Which consumer group tends to show more brand loyalty and makes shopping a family event, with children having a big say in the purchase decision? a)African Americans b)Arab Americans c)Hispanic Americans d)working class consumers e)middle class consumers

c

Which of the following IS NOT an example of psychological pricing? a)everyday low pricing b)price-quality relationship c)value-based pricing d)reference prices e)decoy pricing

c

Which of the following is NOT one of the major variables used in segmenting consumer markets? a)demographic b)behavioral c)ethical d)geographic e)psychographic

c

Which of the following statements is true regarding social classes? a)Social class is determined by income alone. b)Lines between social classes in the United States are fixed and rigid. c)Social classes show distinct differences in how much they care about appearance and body image. d)Wealth and income are more critical than education level in measuring social class. e)People are relegated to a permanent social class in the United States.

c

An advantage of secondary data over primary data is that a)It uses more precise levels of measurement than primary data. b)It is more up-to-date than primary data. c)It entails greater control since the data was collected for the current investigation at hand. d)It is faster and easier to acquire than primary data. e)It fits better with current research needs than primary data.

d

Customer satisfaction is a goal that companies strive to earn. Companies can achieve customer delight by . a)regularly putting products on sale b)offering promotional deals such as "buy one and get one free" c)creating contests with exciting prizes d)promising only what they can deliver and then delivering more than they promise e)using celebrities to advertise the products

d

If a service employee provides the service, then the employee becomes a part of the service. This is an example of service ________. a)perishability b)variability c)intangibility d)inseparability e)heterogeneity

d

Proton Corp. is an automobile manufacturer known for producing efficient, durable, and low-priced cars. Recently, the company launched a new range of luxury cars to broaden its market appeal and to add prestige to its existing line of cars. This is an example of ________. a)internal marketing b)social marketing c)product line filling d)product line stretching e)cannibalization

d

Symbols such as the McDonald's golden arches, the colorful Google logo, the Nike swoosh, or Apple's "bite mark" logo provide strong company or brand recognition and are indicative of ________ differentiation. a)product b)services c)channel d)image e)people

d

Validity is a)concerned with the relationships of random error with systematic error. b)equal to the true score plus the systematic error. c)equal to the true score plus systematic error divided by random error. d)the degree to which a measure is measuring what it is supposed to measure. e)the degree to which a measure obtains similar scores across time and respondents.

d

Which of the following DOES NOT reflect how Millennials do their grocery shopping? a)Millennials are more likely to build shopping trips around a particular recipe. b)Millennials are more likely to adopt a healthy lifestyle. c)Millennials prefer food that is locally grown or produced. d)Millennials are more likely to keep an on-going grocery list throughout the week. e)Millenials prefer ingredients they could recognize.

d

Which of the following IS NOT an advantage of social media from the perspective of marketers? a)Social media is targeted and personal b)Social media is cost-effective c)Social media is engaging d)Social media is mostly user controlled e)Social media is immediate and timely

d

Which of the following is an external determinant of price? a)fixed costs b)variable costs c)marketing mix strategy d)demand for your product e)marketing objectives

d

Which of the following is not a form of mechanical data collection? a)Eye-tracking cameras b)Neuro-marketing c)Checkout scanners d)Surveys e)People meters

d

Which type of retailer has online shopping affected the most? a)High-end malls b)Low-end malls c)Discount stores d)Middle-market malls e)Factory outlets

d

________ refers to a market coverage strategy in which a firm decides to ignore market segment differences and go after the whole market with one offer. a)Individual marketing b)Local marketing c)Niche marketing d)Undifferentiated marketing e)Segmented marketing

d

"Losing a customer once means losing the entire stream of possible purchases that the customer would make over an extended period of patronage." This statement specifically indicates loss in terms of . a)customer-perceived value b)marketing offerings c)value proposition d)partner relationship management e)customer lifetime value

e

Bose offers $50 cash back to customers who purchase a new speaker and send in a proof of purchase. This is an example of a ________. a)Sample b)Price Pack c)POP Promotion d)Premium e)Rebate

e

FedEx offers its customers fast and reliable package delivery. When FedEx customers weigh these benefits against the monetary cost of using FedEx along with other costs of using the service, they are acting upon . a)brand loyalty b)a societal marketing campaign c)customer lifetime value d)customer equity e)customer perceived value

e

Midnight Magic, a perfume manufacturing company, plans to release a new fragrance during the holiday season at $99 per bottle. The company intends to bring the price down to $49 within six months of its release to attract the next segment of buyers who couldn't afford the initial price. Which of the following pricing strategies is Midnight Magic using? a)product-line pricing b)cost-plus pricing c)competitive pricing d)market-penetration pricing e)market-skimming pricing

e

Orion Inc. operates in many industries, including pharmaceuticals and food products. The company's overarching goal is to create "abundant and affordable food for all and a healthy environment." This represents Orion's ________. a)marketing plan b)product mix c)business portfolio d)marketing mix e)mission statement

e

Pierre's Mart, a grocery store in New Orleans, Louisiana, offers less merchandise selection and fairly low levels of service. Despite the lackluster service and limited selection of merchandise, customers still flock to Pierre's because it charges rock-bottom prices. Pierre's Mart most likely uses the ________ positioning. a)more for the same b)more for less c)more for more d)same for less e)less for much less

e

Samsung has decided to decrease prices on its low-end tablets. The company can reasonably expect ________ to increase. a)fixed costs b)additional value c)overhead costs d)variable costs e)demand

e

Trade-in allowances are most commonly used in the ________ industry. a)real estate b)health care c)financial services d)dairy products e)automobile

e

Under which promotional mix strategy does the producer direct its marketing activities toward channel members to induce them to carry the product and promote it to final consumers? a)buzz strategy b)pulse strategy c)pull strategy d)blitz strategy e)push strategy

e

When theaters vary seat prices due to audience preferences for seats in coveted rows, they use ________ pricing. a)captive product b)time-based c)customer-segment d)product line e)location-based

e

Which of the following IS NOT a type of off-price retailer? a)warehouse club b)independent c)factory outlet d)wholesale club e)category killer

e

Which of the following are Americans not consuming and using as much of anymore? a)Fast-casual restaurants b)Yogurt c)SUVs d)Water e)Razors

e

Which of the following customer questions is answered by a company's value proposition? a)"What are the costs involved in the production of your brand?" b)"What is your company's estimated customer equity?" c)"What is the budget allocated by your company for research and development?" d)"What is the financial stability of your company?" e)"Why should I buy your brand rather than a competitor's?"

e

Which of the following is most likely an advantage of viral marketing? a)Viral marketing can easily be successfully accomplished. b)Most messages are likely to "go viral." c)Consumers want to be a part of viral marketing. d)Viral marketing reinforces consumers' pre-existing attitudes about a brand. e)Viral marketing produces engagement and positive exposure for a brand.

e

Which of the following is true about e-mail marketing messages? a)E-mail marketing messages involve sending an offer, announcement, reminder, or sample to a person living at a particular address. b)E-mail marketing messages create a stronger emotional connection with the customers compared to traditional direct mail. c)E-mail marketing messages cost more per thousand people reached than mass media such as television or magazines. d)E-mail marketing messages involve connecting directly with carefully targeted consumers, exclusively on a one-to-one, interactive basis. e)E-mail marketing messages are effective in reaching the desired target market and result in low costs.

e

Which of the following promotion categories is most likely to use the promotion tools of press releases, sponsorships, events, and Web pages? a)sales promotion b)direct and digital marketing c)horizontal diversification d)advertising e)public relations

e

Which of the following statements is true of viral marketing? a)Viral marketing messages are blocked by most search engines, security software, and social networking sites. b)In viral marketing, links appear alongside search engine results on sites such as Google and Bing. c)Marketers have significant control over where their viral messages end up. d)Viral marketing gives consumers online places to congregate, socialize, and exchange views. e)Because customers find and pass along the message, viral marketing can be very inexpensive.

e

Your state's department of education has budgeted a significant amount of money for a radio, print, television, and online advertising campaign emphasizing the long- term benefits, both educationally and professionally, of reading every day. This is an example of a(n) campaign. a)consumer-generated marketing b)inbound marketing c)affiliate marketing d)ambush marketing e)social marketing

e

________ consists of arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers. a)Mass customization b)Targeting c)Segmentation d)Differentiation e)Positioning

e

________ involves adding more items within the present range of the product line. a)Brand extension b)Downward product line stretching c)Market diversification d)Upward product line stretching e)Product line filling

e