Marketing Test Questions

experience quality

"Girls Just Wanna Have Funds" is a Washington, DC, support group that consists mostly of young women who offer tips on budgeting and debt relief. Since you cannot evaluate the quality of the financial advice until after you have received it, this is an example of the _____ characteristic of service.

introductory

A brand of iced tea, called Gold Peak, has high marketing costs as well as high production costs. Promotions for the product are aimed at gaining distribution and informing consumers that this premium product tastes like it's home brewed. In which stage of the product life cycle is Gold Peak iced tea?

YouTube

A movie studio wants to give fans a sneak peek of the trailer for an upcoming film. Which of the following would be the best platform for the studio to use?

observability

A new medication to eliminate fungal growth on people's toenails may have a slow rate of adoption because e it is not a highly visible item in homes. Also, this item is not often discussed among friends and coworkers. This is an example of how characteristic of_____ can work to slow the adoption process

Repositioning

A regional utility company needs to change consumers' perceptions of its current service as being harmful to the environment. Which of the following strategies would best allow the company to accomplish this goal?

credence

Alec had his gall bladder removed, but he was unconscious during the operation. In fact, even though he has an incision, he really has no way of knowing if the service was actually performed even after it was allegedly performed. That is because medical services such as this exhibit _____ qualities.

distribution

All of the following are product characteristics influencing the rate of adoption EXCEPT:

advergaming

Arkadium creates games adults and kids can play on the internet. While people play these games advertising creatively appears in or around the game. Their clients include General Motors, NBC, Warner Bros., and more. Arkadium is creating ____ to reach target markets for its clients.

market

At www.mystarbucksidea.com customers are encouraged to share their ideas and thoughts about how Starbucks can better serve their customers. Starbucks customers told management that they wanted to be recognized for choosing Starbucks coffee. So Starbucks instituted the Starbucks Reward program with money saving benefits to their Starbuck card-holders. Starbucks is an example of a company with a _____-oriented philosophy.

sender

Chick-fil-A uses cows as their mascot. The cows are sometimes dressed in funny costumes or involved in some kind of behavior that defies cow-like conduct. Always they message is to encourage people to eat chicken, not beef. Chick-fil-A is the _____ of the message in this communication process.

usually more expensive than convenience products and are found in fewer stores

Compared to the other classifications of consumer products, shopping products are:

product line extension

Cover Girl and Revlon are both recognized as leading manufacturers of cosmetics. Both companies have recently introduced cosmetics for the over-50 woman who does not have the same concerns as a 20-year-old girl. The introductions of these cosmetics are examples of the implementation of a _____ strategy.

perishability

David and Kathy like to take their young son, Chaz, to Moe's for lunch after church on Sundays. While they like to eat at Moe's at any time, Sunday is particularly good because it's "kids-eat-free" day at Moe's southwestern grill. Until Moe's began the reduced pricing program, Sundays were very slow. Now it is one of the busiest days of the week. This price reduction was a way to contend with the service characteristic of:

materials and service supplier

Food producers love big boxes because they serve as billboards on store shelves. Wal-Mart wants to change this practice and promises suppliers that their shelf spaces won't shrink even if their boxes do. As a result, some of its vendors have reengineered their packaging. This is an example of _____ integration.

repositioning

For years, Diet Dr. Pepper has been considered a diet drink. After declining sales, the company is attempting to present Diet Dr. Pepper as an alternative to having a dessert. This is an example of a _____ strategy.

repositioning

For years, Diet Dr. Pepper has been considered a diet drink. After declining sales, the company is attempting to present Diet Dr. Pepper as an alternative to having a dessert. This is an example of a ________ strategy.

unsought

Freda was proud of her shiny new iPhone. But she was disappointed when she began to notice scratches on its display surface. If Freda had known about the clear protective films that were available to protect the iPhone display from scratches, she could have avoided this annoying problem. For Freda, the protective films are a(n) _____ product.

relationship marketing

Frequent-flyer programs are an example of financial incentives to customers in exchange for their continuing patronage. After flying a certain number of miles or flying a specified number of times, the frequent-flyer program participant earns a free flight or some other award such as free lodging. Airlines that use frequent-flyer programs are practicing:

individual

Heinz is a leading global food manufacturer. It manufactures and markets Farley's (baby food), Jack Daniel's sauces, and Weight Watcher's diet/slimming meals and supplements. The use of these brand names instead of the Heinz name is an example of a(n) _____ branding strategy.

false

In the early 1920s, Ford promised its customers any color vehicle they wanted as long as it was black. Ford's management assumed anyone buying a car would accept the color black, so it made products affordable by offering only one variety in large quantities. Ford is an example of a market-oriented firm.

inseparability

It is difficult for most of us to talk about mistakes we have made. Unfortunately, for organizations like Consumer Credit Counseling to help you work through your financial issues, you must be willing to honestly discuss your financial condition. In other words, for these organizations to help, you must be actually involved in the process of developing your financial plan, which points to the _____ nature of services.

market

Jacques Torres Chocolate is a factory and retail store in Brooklyn. Its owner is willing to try to produce new products when his customers suggest them—such as chili-pepper-laced chocolate candy. His only condition is that when he adds new products, his customers have the final say on whether the product is of any value. According to Torres, "If something doesn't move, that's the last time you see it." By focusing on customers' wants, the chocolate company exhibits a(n)_____ orientation.

Tangibles

James recently went to a new health clinic because he had a sore throat that wouldn't go away. He was not familiar with this clinic and was a bit surprised when the doctor came in and was wearing blue jeans, a flannel shirt, and tennis shoes. The doctor and nurse took proper care of James, but it seemed strange to him that the doctor was dressed that way. Which component of service quality does this illustrate?

early adopter

Joaquin didn't buy a netbook computer when they first came out, but he did purchase one a year after they were introduced to the market. He is very active in his church and local arts council, and many of his friends asked him which brand to buy when they were considering purchasing a netbook. Joaquin is best described as a(n):

Responsiveness

Jonathon had a problem when submitting an exam in his online marketing class and he received a score of zero, so he sent an e-mail to the professor explaining his problem. He was really worried because the exam was due that evening, and he was very pleased when the professor replied within an hour telling him that he scored a 90 on the exam. The professor's prompt reply to his inquiry is an example of which service quality component?

innovator

Kathy purchased an Amazon Kindle e-book reader as soon as they came on to the market. She paid $399 for the product, which she bought the first day it was released. Kathy works in Information technology and is always looking for new electronic products to buy. She would best be described as a(n):

define its mission in terms of the benefits its customers seek

One of the reasons given for the decline of Britannica is that the firm defined its business as publishing books instead of providing information. Britannica failed to:

societal marketing

Procter & Gamble decided to address the fact that Hispanic women are more likely to die from breast cancer because they're reluctant to get mammograms or discuss screening. So P&G brought screening to the supermarket, parking mobile mammography vehicles in grocery store parking lots in Texas and inviting shoppers in for free x-rays. Tie-ins with local hospitals assured that women with suspicious films got follow-up care. P&G adopted a _____ orientation to achieve this goal.

depth

Procter & Gamble manufactures Tide laundry detergent, the best-selling brand in the United States. But it also offers Tide to Go, which is a stick product consumers can use to clean a spot on their clothing between washings, and small travel packets of Tide detergent. These other products are part of Tide's product line:

mix width

Proctor & Gamble (P&G) is a well-known producer of home and beauty products. Along with home and beauty products, P&G also markets pet products, prescription drugs, and small appliances. This range of products provides the company with product _____.

mix width.

Proctor & Gamble is a well-known producer of home and beauty products. Along with these products, P&G also markets pet products, prescription drugs, and small appliances. This range of products provides the company with product:

empowerment

Refer to Harley-Davidson. A Harley-Davidson rider attending a bike rally in Sturgis, South Dakota approached an H-D employee with a complaint about a defective engine part. The H-D employee immediately made arrangements for the part to be shipped to the rally at no charge to the customer. The fact that H-D employees have the authority to solve customers' problems quickly illustrates that these employees are given

seek to achieve profitability through sales volume

Refer to Harley-Davidson. Based on the description of the company, Harley-Davidson most likely does all of the following EXCEPT:

Relationship marketing

Refer to Harley-Davidson. Customer-oriented personnel who ride the products they make and sell, sponsorship of motorcycle clubs and parties, and employee attendance at bike rallies all work together at Harley-Davidson to implement which type of strategy?

Customer value

Refer to Harley-Davidson. Harley-Davidson's customer-driven approach embodies an organization-wide commitment to service and support so that customers attain benefits relative to the price they pay for the product. Which element of an organization's focus is this commitment satisfying?

implied warranty

Shane had every reason to believe the antacid he purchased would relieve his stomach problems if he followed the directions on the box. This is an example of a(n)

To facilitate product use and convenience

Sherwin-Williams' Dutch Boy paint has packaging that is getting rave reviews. The new Twist & Pour paint is packaged in an all-plastic gallon container with an easy twist-off lid, comfortable side handle, and even a pouring spout. There's no other paint product like it on the market. This innovative packaging was most likely designed for which of the following functions?

private

Target stores sell many premium foods under the name Archer Farms. This brand can only be purchased in Target stores and is an example of a(n) _____ brand.

Integrated marketing communication approach

The Hunger Games, the first movie in the popular science-fiction trilogy, is being promoted through TV, newspaper, magazine, Web sites, and merchandise. To make sure that all of the promotional messages are coordinated, the studio that produced the movie should use the:

customer relationship management (CRM)

The My Coke Rewards program allows consumers to earn reward products and services by registering points they receive by consuming Coca Cola products. The My Coke Rewards program allows Coca Cola to collect information about consumers that they can use the optimize profitability, revenue, and customer satisfaction. The My Coke Rewards program is an example of a ____ program

FedEx is perceived as offering greater customer value.

The U.S. Postal Service (USPS) argues that its express service is comparable to what is offered by FedEx and that its prices are much lower. Yet, FedEx dominates with more than a 45 percent share of the express-delivery market. Which of the following statements describes this situation?

identify and formulate the problem/opportunity to be studied

The first step in the marketing research process is to

survey research

The most popular method for gathering primary data is _____, in which a researcher interacts with people to obtain facts, opinions, and attitudes.

focus group

The same manufacturer produces Hanes, Playtex, and Bali clothing for women. This manufacturer assembled a group of nine regular customers and asked them to discuss what they like and do not like about its current product line for full-figured women and to suggest new-product ideas, such as jewelry, wide shoes, and belts. The manufacturer used a research technique called a:

knowledge management

Through the application of ____, the Lands' End clothing catalog retailer would have learned that a substantial number of its customers would like Lands' End to offer a line of maternity wear.

manufacturer's

Vick's, Nestle, Pepsi, and Toyota products are examples of ____ brands because of who owns them.

market

Western Union failed to define its competitive arena as telecommunications, concentrating instead on telegraph services, and was eventually outflanked by fax technology. Had Western Union been a _____-oriented company, its management might have better understood the changes taking place and developed strategies to counter the threat

core

Western Union is in the business of providing a medium for international money transfers. Through the services of Western Union, a Mexican working in the United States can transfer a portion of his or her earnings to family members still living in Mexico. The wire transfer of funds is the _____ service the company provides.

knowledge management

When Sony Playstation users want to access amenities on the Sony website, they are required to log in and supply information such as their name email and birth date. They are also given the opportunity to complete a survey that captures much more information about the person and their gaming habits. Sony gathers this information and makes it available internally to better serve their customers. This is an example of a company using:

interaction

Zappos is an online show and apparel retailer that promotes the highest quality customer service by maintaining the importance of each _____, the point at which customer and store personnel exchange information and develop learning relationships.

Ethnographic

_____ research is the study of human behavior in its natural context, involving observation of behavior and physical setting.

publicity

a news story on the resignation of Steve Jobs as CEO of Apple- complete with descriptions of the numerous innovations he pioneered during his tenure- is an example of :

comparitive

around election time every year, we see ads on television claiming that one candidate is superior to another in terms of experience, capability, and/or ethics. sometimes opponents are named and even vilified in these _______ ads.

radio

because Samuel Cabot Inc. a manufacturer of premium grade wood stains, wants to spend its promotional budget on timely advertisements that target a large out-of-home audience and have low unit and production costs, it should use _____ advertising

elasticity of demand

consumers' responsiveness or sensitivity to changes in price

advocacy advertising

exxon mobile has launched a series of ads promoting its commitment to alternative energy sources during a time when the company is recording record profits while consumers struggle with high gas prices and environmentalists are concerned that burning fossil fuels is contributing to the acceleration of global warming. this is an example of

1) availability of substitutes - the more substitutes that are available, the more elastic 2) price relative to purchasing power - if a price is so low that it is an inconsequential part of an individual's budget 3) product durability - repairing is more elastic 4) a product's other uses - the greater the number of different uses for a product, the more elastic the demand to be 5) rate of inflation - when inflation is high, demand is more elastic

factors that affect elasticity

demand

falls downward and to the right

benefits; attributes "Sell the sizzle, not the steak!"

in advertising, the goal is to sell the _____, not the ______ of a product.

return on investment (ROI)

net profit after taxes divided by total assets

to achieve a certain minimum level of exposure to measurably affect purchase habits

why do companies with new brands that have a small market share tend to spend proportionally more for advertising and sales promotion compared to those with large market share for existing product?

beyond a certain volume of promotion, diminishing returns set in. sales and market share improvements slow down and eventually decrease no matter how much is spent on advertising and sales promo.

why do many brands with a large market share spend proportionally less on advertising compared to brands with small market share?