MKT 340 Quizzes
When Katie Murphy was considering a career in marketing. she was concerned about the image of marketers as fast-talking, high-pressure people who care only about making a sale. When reading about the core aspects of marketing, Katie was relieved to learn that in marketing
All parties should be satisfied
56% of online shoppers start their product searches on which online site?
Amazon
As use of the Internet took off, car manufacturers were tempted to sell directly to consumers, but decided instead to continue to sell through their existing dealer networks. The car manufacturers considered switching from ________ to ________ marketing.
B2B; B2C
Retailers accumulate merchandise from producers in large amounts and sell to consumers in smaller amounts. When they sell to consumers, it is considered ________ marketing.
B2C
By allowing consumers to sell their unwanted goods to other consumers, auction sites like eBay and Etsy cater to ________ marketing.
C2C
________ entails a sense of purpose for the firm that is higher than simply making a profit by selling products and services.
Conscious marketing
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.
What type of media is this? Mentions (from third parties) Shares (from third parties) Reposts (from third parties) Reviews (from third parties)
Earned
Which of these is not one of the 4E Framework of Digital Marketing?
Entertain
CTA, CPM, CRM and SERP are all metrics.
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
The goal of pay-per-click advertising is to have high: click-through rates, conversion rates, and bounce rates.
False
Two requirements of sustainable competitive advantage are that it is easy to be copied and can be maintained over a long period of time.
False
Which of the following steps occurs during the implementation phase of the marketing plan?
Identify and evaluate opportunities
Which social media users spend online more than 2.5 times as much as an average U.S. consumer?
What type of media is this? PPC Display ad Retargeting Social media ads
Paid
Which of the following is not one of the categories in Boston Consulting Group's Portfolio Analysis Model:
The Long Tail
What is the most basic corporate social responsibility to employees?
To ensure a safe working environment
Attribution is an attempt at measuring the level of success each form of marketing contributes to its marketing campaign.
True
CRM is a tool used for both lead nurturing and customer retention.
True
CTR, CPC, CPL and ROAS are all metrics.
True
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
Generally speaking, in the digital marketing word, a conversion is when a consumer does what you want her to do, e. g. purchase the product.
True
Paid search ads and organic listings are both found on a SERP.
True
All of the following are questions posed in the ethical decision-making metric except
Will this action help advance my career?
All of the following statements regarding corporate social responsibility are true except
a firm's responsibilities to society are not associated with the demands, expectations, requirements, and desires of various stakeholders.
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.
Generally speaking, which one(s) of the below is an advantage of digital marketing?
all of the above: Micro Targeting Personalization Measurement Cost
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
The basic difference between a good and a service is that a good
can be physically touched.
When marketers work in controversial or polluting industries such as tobacco or fossil fuels, their central activities largely bar them from becoming
conscious marketers.
The fundamental goal of marketers when creating goods, services, or combinations of both is to
create value
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
Larry is asked to conduct an STP analysis for his firm. The first step he should perform in this analysis is to
divide the marketplace into subgroups.
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.
The first step in the marketing planning process (developing a marketing plan) is to
establish the overall mission and objectives.
Four Winds Art Gallery sells paintings. They have also recently begun offering appraisals of customers' art collections. Four Winds is
expanding from offering just goods to also offering services.
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.
One of the advantages of search engine optimization is that the advertiser only pays when someone clicks on its URL.
false
Retargeting is a popular form of search engine marketing.
false
STP refers to segmentation, testing, and promotion.
false
Setting high customer expectations is a good strategy that will help avoid customer dissatisfaction in the long run.
false
The top three digital advertising platforms are Google, Amazon and Facebook in that order.
false
By producing motorcycles that do more than get riders to their destinations and back, Harley-Davidson is addressing consumers' ________ needs.
functional and psychological
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.
Maria is the new restaurant manager in a major hotel. When considering changes in the restaurant that will increase value to customers, Maria will likely attempt to either provide the same quality at a lower cost or
improve products and services at the same cost.
By promoting perfume based on youth, style, and sex appeal, Calvin Klein is attempting to
increase the perceived value of its products.
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.
Marketers must determine the price of a product carefully, based on potential buyers' beliefs about
its value
To build relationships, firms focus on the ________ of the relationship, not how much money is made during each transaction.
lifetime profitability
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
Which of the following is least likely to provide a sustainable competitive advantage?
lowering prices
Brett is struggling with the choice of publishing his new book, How to Cook Polish Barbeque, as an e-book or a paperback. Brett is addressing which core marketing aspect?
making product decisions
Many marketing students initially overlook the importance of marketing channel management because
many of these activities take place behind the scenes.
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 growth strategies employs the existing marketing mix and focuses the firm's efforts on existing customers?
market penetration
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.
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
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
Generally, people buy one product or service instead of another because they
perceive it to be the better value for them.
Effective promotion enhances a product or service's
perceived value
Marketing has traditionally been divided into a set of four interrelated decisions known as the marketing mix, or four Ps, including all of the following except
performance
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
Creative locations, such as kiosks at the baggage claim in airports or small booths in grocery stores, represent Starbucks' effort to improve its offering on which dimension of the marketing mix?
place
Which element of the marketing mix deals with supply chain management?
place
________ represents all the activities necessary to get the product to the right customer when that customer wants it.
place
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
What type of analysis does management use to evaluate the firm's various products and businesses and allocate resources according to which products are expected to be the most profitable for the firm in the future?
portfolio analysis
The main focus of __________________________ is how a product compares with its competition.
positioning
Which of the following is not one of the macro or overarching strategies for sustainable competitive advantage:
price excellence
The ethical decision-making framework includes all of the following steps except
promote the firm's corporate social responsibility efforts.
When the publisher of the well-known Babar books wanted to celebrate the 80th anniversary of the series, it initiated a $100,000 campaign. Which of the four Ps does this campaign represent?
promotion
Conscious marketing encompasses all of the following overriding principles except
recognition of the company's bottom line.
The first objective in the evaluate performance phase of the marketing planning process is to
review implementation programs and results using metrics.
Jamie sells construction equipment. Whenever she calls on her building contractor customers, she asks if they are having any problems. In doing so, Jamie is addressing which of the following core aspects of marketing?
satisfying customer needs and wants
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
As part of her company's SWOT analysis, Cindy is assessing the company's internal environment, including
strengths and weaknesses.
UPS, FedEx, and other shipping companies support other firms' ________ marketing goals.
supply chain management
Marketing channel management is also known as
supply chain management.
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.
All of the following are included in the decision-making metric except
the likability test.
The consumer decision process model represents
the steps that consumers go through before, during, and after making purchases.
When referring to "exchange," marketers are focusing on
the trading of things of value.
Some discount stores put products in large bins and let consumers hunt and find bargains. The price these consumers pay includes
the value of their time and energy.
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
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
Chris has just started with a travel agency, and she has been offering clients and prospective clients a range of packaged tours. She is concerned because the commissions she is earning on her sales are lower than she had hoped. Her colleague Pete, who has been with the agency for several years, is having a great deal of success by working closely with the clients, seeking their ideas, and building customized tour packages for each one based on their suggestions. Pete's approach is based on
value co-creation.
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
