BSB126 - MCQ chapters 2,5,7,10,12,13

When making an important purchase, consumers often consult friends and family. This is considered an external search for information. True False

true

Generally, the larger and more sophisticated the channel member, the less likely that it will: -use supply chain intermediaries -rely on marketing research -use multichannel marketing -use intensive distribution

use supply chain intermediaries

The term 'social media' refers exclusively to social networking sites such as Facebook. True False

False

One use of marketing research is to provide an effective means to understand consumers' service expectations and their perceptions of service quality. -True -False

true

Which of the following is an unstructured question? A.'For you, what are the most important characteristics for choosing a brand of shampoo?' B.'How satisfied were you with your last shampoo purchase: very unsatisfied, unsatisfied, neutral, satisfied or very satisfied?' C.'Were you happy with the quality of the shampoo you purchased (Yes/No)?' D.'How many brands of shampoo have you purchased in the past year: 0, 1, 2, 3, 4, 5 or more than 5?'

A.

When Olivia learned that just twenty of her yoga studio customers accounted for 80 per cent of her annual revenue, she: -surveyed those twenty customers to see what other types of yoga classes they were interested in -offered a special session for just those twenty customers -analysed the geodemographics of those twenty customers to see how she could attract more people like them -All of the options listed here are correct.

All of the options listed here are correct.

The building blocks of service quality are reliability, responsiveness, assurance, empathy and tangibles. - True - False

true

Generally, less money is spent on advertising in B2B markets because: -B2B marketing usually involves more personal selling -B2B marketing is too expensive to use advertising -business customers prefer coupons -B2B markets are too homogeneous to use advertising

B2B marketing usually involves more personal selling

In an administered vertical marketing system: A. no individual participant has control over the others, since a third party administrator oversees the entire supply chain B. transaction selling is the norm, with the invisible hand guiding the overall functioning C. there is no common ownership, and the dominant member has significant power to impose its ideas and objectives D. independent firms join together formally to decide as a group how the marketing channel will operate

C.

__________ is when vendors ship merchandise prepackaged in the quantity required for each store to the distribution centre. -Traditional shipping -Vertical merchandising -Combination warehousing -Cross-docking

Cross-docking

What is a microblog? -a blog whose owner doesn't post very often -a blog that supports only links to other posts -a blog run by a small business -a blog service that supports only short posts

a blog service that supports only short posts

Conflicts within a supply chain tend to be more pronounced when the members are part of a corporate vertical marketing system. -True -False

False

Encoding means converting the sender's ideas into a message, which could be verbal, visual or both. True False

true

Julian and his friends log into an app at the mall. They follow a series of challenges in participating stores, which include snapping pictures of different products and bumping phones with other shoppers. The winner receives a coupon for the food court. What game are they participating in? -Snapette -NOWNESS -Pose -SCVNGR

SCVNGR

Which of the following is NOT one of the guidelines for developing a market research questionnaire? -The layout should be professional and easy to follow. -Questions should only address one issue at a time. -Questions should be sequenced appropriately. -Sensitive questions should be asked first.

Sensitive questions should be asked first.

Most customers want to achieve a fair solution following a service failure. Which of the following is NOT a factor that affects a person's perceptions of 'fairness' in these kinds of situations? -The nature or severity of the service failure. -The customer's experience with other firms. -The firm's policy on service recovery. -Observed treatment of other customers.

The firm's policy on service recovery.

Data collection begins -only after completing the research design process -after determining whether there are any objections -whenever the researcher wants to -after creating the presentation format

only after completing the research design process

A personalised offer sent to a targeted customer via social media is more likely to excite him or her. True False

True

Before conducting market research, the first question to ask is 'What are we trying to learn?' -True -False

True

Fingerprints are an example of biometric data. -True -False

True

Manufacturers might use selective distribution by granting exclusive geographic territories to a few retailers so no other retailers in the territory can sell a particular brand. -True -False

True

As a type of retailer, category specialists, also known as category killers, are fierce competitors using: -a broad assortment of merchandise -highly trained personnel throughout the stores -a complete assortment in a specific category at low prices -a limited, but complementary merchandise assortment

a complete assortment in a specific category at low prices

The consumer buying process begins when: -a consumer enters a store -consumers' functional needs are greater than their psychological needs -a consumer's performance risk is minimised -a consumer recognises an unsatisfied need

a consumer recognises an unsatisfied need

Jordana is buying a laptop computer to take on trips. Although she has looked at several brands, she refuses to buy a computer that weighs more than five pounds. Jordana is basing her decision on: -a compensatory decision rule -a noncompensatory decision rule -habitual decision making -social factors

a noncompensatory decision rule

By providing good customer service, firms __________ their products. -eliminate the communication gap for -add value to -reduce the zone of tolerance for -increase the perishability of

add value to

Negative attitudes are typically difficult for marketers to change because: -most consumers' attitudes depend on prices -consumers weigh performance risk against functional needs when assessing their attitudes -attitudes are learned and long lasting -attitudes shift consumers from limited to extended problem solving situations

attitudes are learned and long lasting

Kevin is recognised by his friends as an activist on many fronts. He prefers to buy products from firms that will donate part of the total price of his purchase to organisations he supports. Marketers recognise that this approach can be an important competitive tool called: -social activist marketing -voluntary premium pricing -cause-related marketing -business/social responsibility

cause-related marketing

One of the advantages of niche media is it often allows marketers to: -reach a larger audience than mass media -use major events like the World Cup -change and personalise messages for different audiences -sell cooperative advertising space to cosponsors

change and personalise messages for different audiences

The number of customers who discontinue their use of a service divided by the average number of total participants is called: -churn -customer retention -customer lifetime value -cancellation cost

churn

If a food manufacturer had a full range of products, in a number of different container sizes, which kind of shop would the company probably NOT choose as a retailing partner? -conventional supermarket -supercentre -warehouse club -convenience store

convenience store

Marketing research includes all of the following EXCEPT: -collecting data -creating data -interpreting data -analysing data

creating data

If you ever watched a television commercial and at the end of the message wondered what they were promoting, you may have had trouble _____________ the IMC message. -decoding -pre-testing -precoding -encoding

decoding

Along the service-product continuum, which of the following would be considered the most service dominant? -grocery store -apparel specialty store -doctor's office -restaurant

doctor's office

While waiting in line to make a purchase at Dymocks, Joan sees signs reminding her to visit their website for online specials and to sign up right now on her smartphone for the Dymocks Loyalty Rewards Program. Others signs remind her that Dymocks will match competitors' prices on any item they sell. This is an example of which 4E framework? -engage -excite -experience -educate

educate

The 4E framework for social media guides marketers in using social media effectively to build and deepen customer relationships. Which of the following is NOT one of the four E's in this framework? -engage -energise -experience -educate

energise

Gene's Complete Cameras offers its customers an interactive website to help them choose the best camera for their lifestyle. But the site's most-used feature is its user blog in which customers—both satisfied and unsatisfied-talk about products they have purchased and the service received at Gene's. The user blog best describes which of the 4E frameworks for the store's customers? -engage -excite -experience -educate

engage

The Wall Street Journal provides a set of guidelines each year for purchasing a laptop computer. The guidelines include recommendations for hard disc capacity, memory size, battery life and several other attributes. The Wall Street Journal is providing consumers with: -an evoked set -psychological needs -social concerns -evaluative criteria

evaluative criteria

The buying process begins with a comparison of available alternatives. True False

false

When Glen is thirsty, he always buys a Coke. Like many consumers, Glen engages in considerable alternative evaluation when buying habitual products like his Coke. True False

false

A consumer's external social environment includes: -impulse, habitual and limited problem solving processes -functional and psychological needs -universal, retrieval and evoked sets -family, reference groups and culture

family, reference groups and culture

Yolanda asked her firm's advertising agency to estimate how often consumers saw her firm's IMC message and what percentage of the target audience was exposed to the message. Yolanda is asking for _____________________ data. -parity and affordability -attitude change -rule-of-thumb -frequency and reach

frequency and reach

Suppose that the Nando's restaurant chain held a competition offering free food for a year to the customer who visited—and 'checked in'—to the largest number of Nando's restaurants via the FourSquare mobile app. This promotion would be an example of -media sharing -gamification -sentiment analysis -a microblog

gamification

After identifying the target audience for the university's new advertising campaign, the advertising team needs to decide whether the advertising objective is to __________, __________ or __________ potential and/or existing students. -create, stimulate or ignore -pay, buy or entertain -inform, persuade or remind -push, pull or sell

inform, persuade or remind

Sean had moved to take a new town. When he fell ill he needed to find a doctor. He discovered during the visit that he didn't like the one he had chosen and he knew he'd never go back to that doctor. From a marketing perspective, his situation highlights one of the key differences between products and services, known as: -intangibility -professional competence -perishability -inseparability

inseparability

Rob was complaining to another member of the lawn crew, 'I don't know how they expect me to do an adequate job. The mower doesn't work right, the trimmers are so dull they don't cut anything and the rest of the equipment is so old we can't get parts.' Rob's company lacks the __________ workers need to be able to do a good job. -maintenance schedule -instrumental support -equipment inventory -service infrastructure

instrumental support

Ryan believes he is responsible for his actions and he will conduct extensive searches before making a purchase. Michael's favourite phrase, when confronted by the need to make a decision, is, 'Whatever'. In marketing terms, Ryan is said to have a(n) __________ and Michael, a(n) __________. -obsessive personality, laissez-fair approach -formal search function, casual search function -increased search anxiety, decreased search anxiety -internal locus of control, external locus of control

internal locus of control, external locus of control

Sales promotions include all of the following EXCEPT: -coupons -rebates -online ads -point-of-purchase displays

online ads

Each time you go to the grocery store and have your purchases scanned while using a loyalty or bonus reward card, you are contributing to a database that can help marketers determine all of the following EXCEPT: -whether changes in prices affect buying -marketplace trends -what kinds of promotions might be attractive to you -other stores where you buy similar products

other stores where you buy similar products

Felicia had just taken over her family's business after spending ten years in the marketing department of a large corporation. She met with a representative from one of her firm's biggest customers, who told her, 'We should think about how we can make the pie bigger rather than fighting over the size of the slices.' She had expected a more cutthroat approach rather than this call for a: - partnering relationship - shared mission statement - common marketing system - corporate vertical marketing system

partnering relationship

For marketers, media-sharing sites such as YouTube or Flickr are social media tools BEST used to: -provide visual experiences and engage with customers -stimulate excitement -develop customer education and engage with others users -develop customer education

provide visual experiences and engage with customers

Cheryl will only let Martiné cut her hair. She has tried other hairdressers, but she knows from experience that Martiné cuts her hair well every time. For Cheryl, __________ is the most important of the five service quality dimensions. -assurance -reliability -tangibles -responsiveness

reliability

When choosing where to eat lunch, Veronica's major service criterion is speed: being seated promptly and served her meal quickly. For Veronica, __________ is the most important of the five service quality dimensions. -assurance -reliability -tangibles -responsiveness

responsiveness

Johan owns an oil-change business called Oil Only. He changes oil in cars—and that is all he does. What kind of retail business is this? -service retailer -specialty store -category specialist -extreme value retailer

service retailer

When dealing with expert opinion leaders you want to: -challenge them but don't disrespect them -stay focused on their area of interest -help them learn more about the product category -benefit the most from their creative potential

stay focused on their area of interest

Loyalty programs are sales promotions designed to retain current customers and encourage multiple purchases over time with the promise of a reward or premium. True False

true

Jalel is the marketing manager for a moderately well-known rock band. He wants to know more about industry trends including sales by different musical styles, downloads and concert attendance. Jalel will most likely use __________ to gather this type of data. -focus groups -observation -syndicated data -census data

syndicated data

There is an old saying, 'Never go to the grocery store hungry.' This saying suggests that a consumer's __________ state may adversely affect purchasing decisions. -shopping -social -external -temporal

temporal

Julia is driving down a highway and sees a billboard saying 'South Restaurant is just 100 kilometres away'. Julia has never heard of the South Restaurant before. After seeing the sign, she will most likely need additional exposure before deciding whether to stop there. This is an example of: -rejection of advertising -subliminal advertising -product underwhelm -the lagged effect

the lagged effect

In marketing's four Ps, Place refers to all activities required to get: -the design of the terminal location for products accomplished -the right products to the right customer when that customer wants it -access to the physical space within a retail establishment -consumers to the destination

the right products to the right customer when that customer wants it

Services marketing managers have learned that more employees will support a quality-oriented process if: -they are involved in setting the goals -perishable services are replaced with tangible services -they are required to diverge from existing standards -customers are responsible for setting service quality standards

they are involved in setting the goals