MKT 340 Midterm

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Kellogg's marketing communications about its Special K cereal appeal almost exclusively to women. This is an example of __________ segmentation.

Demographic

Marketers must determine the price of a product carefully, based on potential buyers' beliefs about

Its value

Which social media users spend online more than 2.5 times as much as an average U.S. consumer?

LinkedIn

Before flying, Jorden researches the types of planes the airline uses, scans the plane for defects as it taxis up to the terminal, and follows the pilot and crew as they come through the airport. He has no experience as a pilot or airplane mechanic. Jorden probably has a misguided sense of his

Locus of control

Tomas, a bank employee, doesn't feel that his coworkers accept him. He decides to dress more casually, as they do, hoping to be accepted. Which level of Maslow's hierarchy of needs is Tomas trying to work on?

Love

The consumer decision process model represents

The steps that consumers go through before, during, and after making purchases

What is the most basic corporate social responsibility to employees?

To ensure a safe working environment

All of the following are included in the decision-making metric except

The likablility test

________ segmentation is the segmentation method most directly related to satisfying consumers' needs and wants.

Benefit

How a product or service will be conceived or designed, how much it should cost, where and how it will be promoted, and how it will get to the consumer are all elements of

A marketing plan

In the ethical decision-making metric, the question that asks "Would I want the person I admire most to see me doing this?" applies to the

Admired observer test

All of the following statements regarding corporate social responsibility are true except

Afirm's responsibilities to society are not associated with the demands, expectations, requirements, and desires of various stakeholders

Generally speaking, which one(s) of the below is an advantage of digital marketing?

All of the above

After a firm has identified the various stakeholders and their issues and gathered available data related to an ethical decision-making situation, ________ should engage in brainstorming and evaluating alternatives.

All parties relevant to the decision

56% of online shoppers start their product searches on which online site?

Amazon

Segmentation, targeting, and positioning

Are part of a firm's marketing strategy

A company that sells only multigrain, low-calorie bread should use a(n) ________ targeting strategy.

Concentrated

Four frequently used targeting strategies are the micromarketing, undifferentiated, differentiated, and ________ targeting strategies

Concentrated

When marketers work in controversial or polluting industries such as tobacco or fossil fuels, their central activities largely bar them from becoming

Conscious marketers

________ entails a sense of purpose for the firm that is higher than simply making a profit by selling products and services

Conscious marketing

Before going on his first business trip to China, Bradley asked his Chinese American friend to advise him on customs and values common among the Chinese businesspeople he will likely encounter. Bradley is trying to avoid ________ business blunders.

Cultural

Customer retention programs are based on what concept?

Customer relationships should be viewed from a lifetime value perspective rather than on a transaction-by-transaction basis

Psychographics is the segmentation method that delves into how consumers

Describes themselves

Adidas Group owns Reebok, Rockport, and TaylorMade brands. Adidas uses the different brands to pursue a(n) ________ strategy.

Differentiated targeting

What type of media is this? Mentions (from third parties) Shares (from third parties) Reposts (from third parties) Reviews (from third parties)

Earned

According to one definition, CSR can be described as context-specific actions and policies, taking stakeholders' expectations into account, to achieve what is referred to as the triple bottom line. The triple bottom line includes ___________________ performance.

Economic, social, and environmental

The Harvest County School Board is concerned about deteriorating school facilities, combined with a shrinking budget. The board began by studying the issue, and then identified parents, children, teachers, staff, and taxpayers as groups who have a vested interest in the problem. The school board has listened to each group's concerns. In the ethical decision-making framework, its next action should be to

Engage in brainstorming alternatives

Which of these is not one of the 4E Framework of Digital Marketing?

Entertain

The first step in the marketing planning process (developing a marketing plan) is to...

Establish overall strategy or objectives

Caren has identified four potential market segments for her Rent-A-Chef home meal catering service. The next step is to

Evaluate the attractiveness of each segment.

Postpurchase cognitive dissonance is especially likely for products that are

Expensive, infrequently purchased, or associated with high levels of risk.

Kia has to decide which college to attend. This is the most important, riskiest, and most expensive decision she has ever made. She will be engaged in

Extended problem solving

True or false. A complex product that is best described in writing will be difficult to explain to consumers who are unable to read. For this reason, a segment in which many consumers could not read would be considered unattractive because the consumers would not be responsive.

False

True or false. CTA, CPM, CRM and SERP are all metrics.

False

True or false. Call to action is a button at the end of a video or display ad that allows customers to click to call the advertiser.

False

True or false. Native ad is another name for bumper ad.

False

True or false. One of the advantages of search engine optimization is that the advertiser only pays when someone clicks on its URL.

False

True or false. Retargeting is a popular form of search engine marketing.

False

True or false. STP refers to segmentation, testing, and promotion.

False

True or false. Setting high customer expectations is a good strategy that will help avoid customer dissatisfaction in the long run.

False

True or false. The four Ps of the marketing mix include product, price, place, and positioning.

False

True or false. The goal of pay-per-click advertising is to have high: click-through rates, conversion rates, and bounce rates.

False

True or false. The requirements of sustainable competitive advantage are that it easy to be copied and can be maintained over a long period of time.

False

True or false. The top three digital advertising platforms are Google, Amazon and Facebook in that order.

False

True or false. When a manufacturer sells truck and car parts to Toyota, this is an example of B2C marketing.

False

By producing motorcycles that do more than get riders to their destinations and back, Harley-Davidson is addressing consumers' ________ needs.

Functional and psychological

The Tapestry™ Segmentation system divides and sorts small geographic areas into categories using 65 or more demographic and lifestyle characteristics. This market research tool is an example of ________ segmentation.

Geodemographic

Marketers love consumers who engage in ________, buying their company's product with little thought or consideration of alternatives.

Habitual decision making

Consumers use and process different aspects of advertising or messages. ________ yields greater attention and deeper processing, and leads to strong attitudes and purchase intentions.

High involvement

Juan has identified four potential market segments for his Rent-A-Nurse service. He will now compare the segments to see if they are distinct from each other. Juan is evaluating whether or not each segment is

Identifiable

Hisaoki picks up the local newspaper and reads a stinging letter to the editor criticizing his beverage company for supporting a sporting event for children with disabilities. The letter writer is critical of a banner displayed at the event with the logos of alcoholic beverages and Hisaoki's company name. Hisaoki never considered that this problem might arise. Hisaoki's company failed to

Identify issues

Most big box retailers regularly move products from one aisle to another. They also put personal care products in the pharmacy area, many aisles away from the grocery products. They do this because consumers who spend more time walking through the store are likely to buy things they hadn't planned to buy, or make

Impulse purchases

When Kyle began searching for a new car to replace her old, rusty one, she probably relied on ________ sources of information.

Internal and external

Marketers are particularly interested in postpurchase behavior because it

Involves actual rather than potential customers.

The strategic marketing planning process

Is not always sequential

Many states create licensing requirements for a variety of professionals (such as lawyers and accountants) designed to restrict entry into their market by professionals from other states. This strategy limits ____________ growth strategies.

Market development

Which of the following is true of marketing?

Marketing affects various stakeholders

The sale of products that may damage the environment, the use of sweatshop labor, and the marketing of dangerous products are examples of

Marketing ethical issues

Many companies use the Internet to allow consumers to design customized products; for example, Nike allows customers to order shoes with custom color combinations. This is a form of

Micromarketing

The ________ for natural skin care company Burt's Bees is to "create natural, Earth-friendly personal care products formulated to help you maximize your well-being and that of the world around you."

Mission statement

A(n) ________ is a need or want strong enough to cause a person to seek satisfaction.

Motive

Which of the following segmentation methods is being used when M&M's offers special wedding-themed packaging for customized M&M's (imprinted with the names of the bride and groom)?

Occasion segmentation

Samantha is charged with assessing her company's external environment as part of a SWOT analysis. Samantha will study her company's

Opportunities and threats

What type of media is this? Company website Company blog(s) Company social media

Owned

What type of media is this? PPC Display ad Retargeting Social media ads

Paid

Limited problem solving usually relies on

Past experience more than on external information.

Generally, people buy one product or service instead of another because they

Perceive it to be the better value for them

The first objective in the evaluate performance phase of the marketing planning process is to

Review implementation programs and results using metrics

Which of the following is not one of the categories in Boston Consulting Group's Portfolio Analysis Model:

The long tail

Katy has naturally curly hair and has often been disappointed with the haircuts she has received. When she moved to a new town, she approached her new office mates and several strangers with curly hair and asked them where they had their hair cut. She chose to spend considerable effort finding a new hair stylist based on the ________ associated with her purchase decision.

Performance risk

In the ________ stage, a firm will decide what level of commitment to its ethical policies and standards it is willing to declare publicly and how the firm plans to balance the needs of its various stakeholders.

Planning

The main focus of ___________________ is how a product compares with its competition.

Positioning

Whenever Donald calls on potential pest control customers, he emphasizes the fact that, unlike the national franchise competitors, he is a local business person and has been in business over 20 years. Donald is __________ his business relative to his competition.

Positioning

__________ involves efforts to ensure that target customers have a clear, distinctive, desirable understanding of the firm's offerings relative to competitors' offerings.

Positioning

Which of the following is not one of the macro or overarching strategies for sustainable competitive advantage:

Price excellence

Which element of the marketing mix is most relevant to the activity "creating value"?

Product

Bryan wants to sell personal website services to American soldiers in Afghanistan. Because of the difficulty of communicating with people in a war zone, Bryan may have trouble with this segment not being

Reachable

Caren has identified four potential market segments for her Rent-A-Chef home meal catering service. She will now evaluate whether or not each segment is attractive relative to all of the following except

Realistic

Conscious marketing encompasses all of the following overriding principles except

Recognition of the company's bottom line

Which of the following is not one of the four major growth strategies marketers typically utilize?

Segment development

Pauline is about to open a new hardware store. She is making decisions regarding lighting, colors, and layout of merchandise. Pauline knows these ________ factors will influence consumers' purchase decisions.

Sensory

When Walmart issued new standards for livestock products that were raised on food without antibiotics or artificial growth hormones, it considered multiple ________, including the ranchers that supply the food, its customers, and animal welfare groups.

Stakeholders

Marta is concerned that one of the potential market segments she has identified for her dog grooming service is too small and has too little income to have sufficient buying power. Marta is concerned with whether the segment is

Substantial

There is a saying "Never go to the grocery store hungry." This saying suggests that a consumer's ________ state may adversely affect purchasing decisions.

Temporal

The greater the discrepancy between a consumer's needy state and the desired state, the greater

The consumer's need recognition will be

True or false. Attribution is an attempt at measuring the level of success of each form of marketing a company uses.

True

True or false. CRM is a tool used for both lead nurturing and customer retention.

True

True or false. CTR, CPC, CPL and ROAS are all metrics.

True

True or false. Each of the following have over 1 billion users: Facebook Google Search Engine Gmail Android Chrome Google Maps YouTube Google Play Store Google Drive Google Photos

True

True or false. Key corporate social responsibility (CSR) stakeholders typically include all of the following: the firm's employees and their families customer groups members of the community the environment the firm's partners and competitors

True

True or false. Paid search ads and organic listings are both found on a SERP.

True

True or false. The Golden Rule test asks the question, "Would I like to be on the receiving end of this action and all its potential consequences?"

True

True or false. To build relationships, firms focus on the lifetime profitability of the relationship, not how much money is made during each transaction.

True

True or false. Understanding the marketplace and a customer's needs and wants is fundamental to marketing success.

True

For products like clothes pins, which provide the same benefit for all consumers, marketers should probably use a(n) ________ strategy.

Undifferentiated targeting

When Victoria's Secret offers different product lines, such as its Pink line, it is trying to capture the market by

Using segmentation, targeting, and positioning.

All of the following are questions posed in the ethical decision-making metric except

Will this action help advance my career?

New real estate disclosure regulations require sellers and their agents to tell prospective buyers about any existing problems with the property. Previously, they were expected only to answer buyers' questions. The new regulation addressed the marketing ethics problem of

Withholding Information

Which social media site is best suited to help consumers experience a product before buying?

YouTube

The ethical decision-making framework includes all of the following steps except

promote the firm's corporate social responsibility efforts.


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