THE ART AND SCIENCE OF MARKETING REVIEW

A company's marketing focus changes in which of the following ways when it uses a consumer-focused marketing mix? A business tries to improve relationships with suppliers. A business tries to think like its customers. A business tries to differentiate its products. A business tries to anticipate supply changes.

A business tries to think like its customers.

Which of the following is an example of viral marketing? Subscribers to a company's email newsletter receive an announcement about an upcoming sale. A company enables people to join their loyalty program by completing a form on their website. A group of coworkers talks about the best ads shown during the telecast of a major football game. A company encourages customers to create and upload videos that show their friends and family using one of the company's products.

A company encourages customers to create and upload videos that show their friends and family using one of the company's products.

Which of the following best describes branding? A company uses marketing techniques to develop relationships with its new suppliers. A company uses its name and marketing techniques to create a perception in the minds of its customers. A company uses its name and marketing techniques to promote awareness of environmental issues. A company uses marketing techniques to advertise a markdown of several of its products.

A company uses its name and marketing techniques to create a perception in the minds of its customers.

Which of the following is a disadvantage to using an intermediary? Can provide expertise a business may lack Can provide convenience for the consumer Can increase distribution capabilities Can increase the cost of a product or service

Can increase the cost of a product or service

Which of the following is NOT considered a convenience good? Over-the-counter medicine Cleaning supplies Personal care product Coffee maker

Coffee maker

A large cheesecake conglomerate is accused of scamming potential customers. A spokesperson for the company categorically denies these allegations. Which social responsibility stance to marketing is illustrated in this situation? Proactive Obstructionist Accommodative Defensive

Defensive

Which statement best describes push marketing? Developing methods to bring the market for a product to a company Attracting consumers who want answers the company can provide Devising ways to place a product in front of consumers Utilizing social media to improve the company image

Devising ways to place a product in front of consumers

Jillian wants to buy a high-end designer handbag. Select the step in the consumer buying process in which she will be highly involved. Purchase Post-purchase evaluation Need recognition Evaluation of alternatives

Evaluation of alternatives

Which of the following is the purpose of relationship marketing? Foster customer loyalty Influence consumer behavior Differentiate product offerings Penetrate new markets

Foster customer loyalty

A company created a line of cleaning products that uses natural ingredients instead of harsh synthetic chemicals. What type of marketing below should the company use? Green washing Holistic marketing Green marketing Relationship marketing

Green marketing

Which of the following is a problem a company may face when integrating technology into its marketing strategies? How to become socially responsible in communities How to minimize the impact of false advertising in media How to handle privacy issues when customers share posts on social media How to effectively differentiate its products from those of the competition

How to handle privacy issues when customers share posts on social media

Which of the following is an example of marketing? Comparing products in a magazine article Inviting consumers to rate a product on your website Launching a program aimed at improving the local community Holding a news conference about a company merger

Inviting consumers to rate a product on your website

A line of devices from an electronics manufacturer experienced a peak in sales. The company then decided to simplify the product line to focus on a few key devices and aggressively promoted these specific products. The product is in which phase of the product life cycle? Decline Maturity Introduction Growth

Maturity

Sophie's dorm room was hot since she did not have air conditioning. She decided to buy a new fan. What type of consumer behavior influence below does this scenario describe? Psychological Personal Social Cultural

Psychological

Which of the following is true about promotion? Public relations is considered promotion for some companies. Companies rely more on traditional advertising media than on internet advertising. Companies typically select one type of media to use for promotional purposes. Promotion involves selecting the appropriate distribution channel for goods.

Public relations is considered promotion for some companies.

Elena owned a hair salon where she offered hair care services and related hair care products. In which of the following ways would Elena market the hair care services differently than the hair care products? She would focus on the variety of items available for customers to purchase. She would focus on advertising the salon's upscale location and decor. She would focus on the skill level and technique provided by the stylists. She would focus on advertising that the salon uses hair products endorsed by celebrities.

She would focus on the skill level and technique provided by the stylists.

A beverage manufacturer used large, computerized machines to pour syrup and carbonated water into glass bottles to create soft drinks. The machines then placed caps on each bottle. The bottles of soft drinks were packaged together and shipped to retailers. Which of the goods from the situation is a consumer good? Glass bottles Syrup and carbonated water Computerized machines Soft drinks

Soft drinks

Which of the following parts of the marketing plan details the steps a company will take to reach the marketing objectives? Implementation plan Control tools Strategic plan Evaluation

Strategic plan

Which of the following is true about a market segmentation? Subdivides the market based on customer traits to focus marketing efforts Focuses more on promotion strategies than pricing strategies Describes the phases a product goes through during its lifecycle Details all of the possible markets a company should try to reach

Subdivides the market based on customer traits to focus marketing efforts

Which of the following would cause a going-out-of-business sale to be considered false advertising? The company begins the sale on time. The company reduces product prices. The company liquidates all inventory. The company keeps the location open.

The company keeps the location open.

Which of the following is true about pricing? Penetration pricing involves setting a high price for a new product to gain market share. Skimming pricing involves setting a low price to introduce a product and to gain consumer interest. Perfect competition can cause a company to price products lower than its competitors. The need for specialized research and development can increase the price of a product.

The need for specialized research and development can increase the price of a product.

Which of the following is NOT a purpose for the packaging of a product? To offer convenience to the consumer To describe substitute products To protect the product contents To promote the company brand

To describe substitute products

If a company expands a product line with product variations and increases promotion to focus on product differentiation, it is most likely in the __________ phase of the product life cycle. introduction growth maturity decline

growth