Marketing 320 Quiz Questions
Kaelin owns a lawn maintenance business. From experience, Kaelin has found that Kubota equipment lasts almost twice as long as competitors' machines. For Kubota, Kaelin's perception about its products makes ________ pricing a logical choice.
cost of ownership
Marketing involves conducting exchanges, satisfying customer needs and wants, and
creating value
When evaluating segment attractiveness, which of the following is a key factor in determining the potential probability of a segment?
current market growth rate
When Maria, the keynote speaker at a major business leaders' conference, arrived in the middle of the night at the Ritz-Carlton, she was exhausted, and her suit was wrinkled from her 10-hour plane trip. The night clerk found someone to dry clean Maria's suit and have it ready for her morning presentation. She has been a loyal Ritz-Carlton customer ever since. In this example, Ritz-Carlton demonstrated the macro strategy of
customer excellence
when determining segment attractiveness, marketers are some selves all the following questions except________
is the segment reasonable
When designing a questionnaire, Steve makes a question do you like to shop for clothing and food this question is problematic because
it is a double barreled question
one of the limitations with value-based pricing is that
it necessitates a great deal of consumer research to be implemented successfully
Vivek has developed a better type of medication vial for travelers. He is not sure how to develop a marketing program for his product, as there are a few similar ones on the market. What technique can Vivek use to analyze data from his competitor's websites, particularly to learn how people search for similar products online?
keyword analysis
Candace's marketing research returned the finding that customers were staying away from her home goods store because of a lack of services like gift cards, return policies, and special orders. Candace was shocked. "Nobody ever asks about that stuff! If it were that important, people would ask about it." Candace is likely suffering from a(n) ________ gap.
knowledge
When airlines created frequent-flyer programs, they were among the first retailers to embrace
loyalty segmentation
the communications gap can be reduced by which of the following?
managing customer expectations
Marketing traditionally has been divided into a set of four interrelated decisions consequent actions known as
marketing mix
Traditionally, marketing activities have been divided into product, price, place, and promotion. Select the term that best describes the four Ps.
marketing mix
During the __________ stage of the product development process, testing new product ideas among a set of potential consumers take place
concept testing
business to business marketing involves buying and selling goods or services by all the following except
consumers
the centerpiece of the marketing environment analysis framework is
consumers
In terms of advertising schedules, ____ runs steadily throughout the year, _______ is implemented in spurts and ________ combines continuous and flighting with a base schedule with increase intensity during certain periods
continuous, flighting, pulsing
Cookie Cutter, a firm that manufactures high-end mixers, donates $10 per mixer sold to a local food bank. This is a form of
corporate social responsibility
the first step in the STP process is to
Establish overall strategy or objectives
Which of the following statements regarding corporate social responsibility is true?
Firms believe that they have legal and economic duties in addition to responsibilities to society
globalization refers to the processes by which goods, services, capital, people, information, and ideas
Flow across national borders
The three stage process of firms used to encourage customers through social, online, and mobile media involves
Listening, analyzing, and doing
a local deli has decided that it wants to become more socially responsible. Which of the following is a socially responsible action jelly could take your best served its stakeholders
The deli can ensure that it offers its customers healthy dining choices on its menu
As owner of a retail franchise food store, Elena purchases supplies based on specials advertised nationally throughout the franchise system. One Monday, she was surprised to find customers asking for specials she hadn't been informed of in advance. The franchise company failed to live up to the value-driven activity of
Sharing information across organization
Which of the following best describes a democratic buying culture
The sales person must convince multiple people about the product/service, as a majority will rule on the decision
which of the following statements best describes resellers?
They are marketing intermediaries that resale manufactured products without significantly altering their form
Which of the following statements best describes manufacturers?
They buy raw materials, components, and parts that allow them to make in market their own goods and services
Roberto is reviewing secondary data his company collected about seasonal variations in consumer spending because he is thinking about developing a new product line. The advantages of using these data include
They can be quickly accessed at a relatively low cost
Whether targeting consumers or resellers, marketers need to focus on
creating value for their customers
_________ is/are transmit it by words, literature, and institutions from generation to generation
culture
Sharon has gone to the same hair salon for the past 10 years. She believes that our hair stylist, the salon owner, does a better job of cutting and styling your hair than anyone else could. Other salons have opened closer to Sharon's home some offering more plush facilities are lower prices, but she isn't tempted to switch. Sharon's attitude toward the salon is an example of
customer loyalty
which of the following is an action a marketer can you take to ensure post purchase satisfaction?
demonstrating correct product use
which of the following types of research would be considered quantitative research
experimental research
Gerry is assessing global entry strategies for his gourmet sandwich business. He does not want to take a lot of risk and he is willing to limit his control of international stores. Gerry will most likely use a(n) ________ strategy.
franchising
Best life vitamin corporation target consumers living in Florida who are over the age 65. Golden years is using _______ segmentation
geodemographic
what is the basis of any marketing strategy?
goals
Of the five strategies for entering new markets, direct investment creates the
greatest potential risk
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
Which of the following is a type of qualitative research?
in-depth interviews
The persistence increase in prices of goods and services is known as
inflation
Elias wants his company to consider using Verizon for VOIP telephone calls instead of the existing telephone provider. He approaches a supervisor, the telecom manager, and suggest this change. Which of the following best describes the role that Elias plays in the buying Center?
initiator
dick believes he is responsible for his actions, and he will conduct extensive searches before making a purchase. Maxine's favorite phrase, when confronted by the need to decision, is whatever in marketing terms, dick is said to have a(n) ______ and Maxine a(n) ______
internal locus of control, external locus of control
perception is the process by which we select, organize, and ______ information to form a meaningful picture of the world
interpret
Andy decides to add new sales representatives and increase advertising to increase sales in her existing market for her current line of security systems. Andy is pursuing a ______growth strategy
market penetration
The activity, set of institutions, and the processes for creating, capturing, communicating, delivering, and exchanging offerings that have value for customers, client, partners, and society at-large is called
marketing
the sale of products that may damage then Byron, the use of sweatshop labor, and the marketing of dangerous products are examples of
marketing ethical issues
Compared to the B2C process, the information search and alternative evaluation steps in the B2B process are
more formal and structured
Arlene knows it is important to approach business buyers at the right time, often during the first stage of their buying process, which is
need recognition
Ossie was buying the company's first digital copier, and she involved all of the company's department heads in the decision. Ossie spent weeks evaluating options, inviting RFPs, and negotiating with vendors before she finally made a purchase decision. This buying situation would most likely be classified as a
new buy
Jeffrey is going to sell sporting apparel, what she has already purchased for manufacturers, and has signed a deal agreeing to the volume he will sell monthly. His research his competition, talk to some customers, and decided on prices he will charge. Jeffrey has also developed a plan for promoting his business. Based on the subscription which element of the marketing mix does Jeffrey still need to work on
place
When I research team has gathered data for specific research needs this is known as
primary data
When Marvel launched several successful series on Netflix, including Jessica Jones, Daredevil, Iron Fist, and Luke Cage, it employed a ________ strategy.
product development
Jacob was thrilled to find out that his company had just decided to invest a great deal of money in the product he was managing. He knows that even with its recent high rate of growth and the fact that it dominates its market, he would need more money to establish it firmly. Using the BCG portfolio analysis, his product would be classified as a(n)
star
When shopping for a car you notice a significant price gap between domestic and imported cars, with the imported cars being much more expensive. This could be the result of
tariff
all of the following are factors in the immediate environment except ______
technological advances
which of the following is not one of the five drivers of social media engagement described in the wheel of social media engagement
the engagement effect
Some banks offer a special account design to attract junior high students. These kids safe and such small amounts that they count cars banks more to maintain than they are worth; however, thanks no the customers are creatures of habit and hope that the young people they serve now will become adult customers. These banks recognize
the lifetime value of customers
Glocalization refers to
the selling the same product or service in both the home-country market and the host country
the consumer decision process model represents
the steps that consumers go through before, during, and after making purchases.
One of the goals of value-based marketing is
to offer greater value than competitors offer.
Juanita studies her customer profiles, market research data, complaints, and other information, attempting to better understand what her customers want. Juanita most likely operates in the ________ era of marketing.
value based marketing
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
which of the following is one of the four overriding principles encompass by conscious marketing?
All of the options given are encompassed by conscious marketing
Which of the following is an important social Tren shaping consumer values and shopping behavior?
All the given choices are important social trends shaping customer values and shopping behavior
Companies can find out a lot about customers using sentiment analysis on sites like Facebook and Twitter, to
Analyze content took says the favorableness and unfavorableness of the sentiments
Marketer sometimes use hofstede's cultural dimensions to design marketing campaigns
Consist with underlying cultural values in a country
in questionnaire design, a question such as "advertising is the best part of the business program isn't it?"
Leads respondents to a particular response
Marketers are particularly interested in post purchase behavior because it
Involves actual rather than potential customers
Although marketers have found that psychographics are often more useful for predicting consumer behavior than demographics, psychographic segmentation
Involves knowing and understanding self values, self-concept, and lifestyles
a value proposition
Is represented by the benefits that the firm provides but that it's competitors do not
Why is it important to identify who plays the different roles and I'm buying center
It can save a lot of time, avoid miscommunication, and show marketers who the real decision-maker in the buying center is
Generally, people buy one product or service instead of another because they
Perceive it to be the better value for them
which of the following is an unstructured question?
What are the most important characteristics for choosing a bring it up shampoo?
Which of the following social media elements work best for experience the product or service "E" in the 4E framework for digital marketing
YouTube and the retailers website
when using a differentiated targeting strategy firms
Target several market segments with a different offering for each
Generally, when advertising to consumers, abductive of an advertising campaign is
A pull strategy: to get the product into stores by having consumers demand it
Which of the following is true about public relations?
All the given options are true of public relations
As use of the Internet took off, car manufacturers or tempted to sell directly to consumers, but decided instead to continue to sell through their existing dealer networks. The manufacturers consider switching from ______ to ______ marketing
B2B; B2C
Lucas bought a pickup truck to transport his equipment on weekend fishing trips. He also bought a trailer for his lawn maintenance business. His purchases were
B2C and B2B, respectively
_____ price fixing occurs when competitors collude to control prices and _______ price-fixing occurs within a market channel to control prices pass on to consumers
Horizontal; vertical
Kalani is the head of marketing for a nonprofit agency that supports the arts. She just received the go-ahead from her board of directors to conduct the agency's first-ever advertising campaign. Her first step will be to
Identify the target audience
Generally, the overall objectives of an advertising plan are to
Inform, persuade, and remind
Which of the following list shows the correct order of a typical product life cycle?
Introduction, growth, maturity, decline
How does empowerment of employees help address the delivery gap?
It allows employees to make decisions about how services provided to customers
Which of the following best describes cause related marketing?
It is a commercial activity in which businesses and charities form a partnership to market an image, product, or service for their mutual benefit; a type of promotional activity
Which of the following options best describes a reference price?
It is the price against which buyers compare the actual selling price of the product and that facilitates their evaluation process
Which of the following is a characteristic of predatory pricing
It's mean intent is to drive competitors out of the business
Which of the following is true of rebate?
Mini consumers never bother to redeem rebates. In fact, as much as 90% of consumers don't bother obtaining rebates available to them
Luis likes gourmet popcorn and will spend time trying to find his favorite brand. His girlfriend, Nanette, loves popcorn but doesn't care about brands. for Luis, popcorn is a ____ good while Nanette it is a ______ good
Specialty; convenience
which of the following advantages does a buyer gain by using a request for proposal (RFP)
The buyer has more control over communicating and the specifications they require to vendors
Which of the following is true of labels on products and packages?
They provide information to customer needs for their purchase decision and consumption of the product
Which of the following is a characteristic of price discrimination?
When students and seniors receive discounts on food a movie ticket, it is perfectly acceptable form of price discrimination under federal law
Over the last few months, Fredo and his colleagues have analyzed the current business solution and identified Target market for his firm personal care products. Finally, they develop the products, prices, distribution, and promotion that should appeal to each of those target market. In doing so, Fredo has also identified what he believes is an advantage his competitors cannot match Fredo and his colleagues have been developing
a marketing strategy
For some products, marketers can combine education level with other data like occupation and income to obtain
accurate predictions of purchase behavior
By providing good customer service, firms __________ their products.
add value to
Darryl desperately needed tires for his car, and he found an ad with an incredibly low price. When he got there, he found out that those tires had supposedly sold out, and he was pressured into buying tires that were more expensive than he wanted. Darryl found out later that Marcus had the same experience at the store a few weeks earlier. It's quite possible that both Darryl and Marcus had become the victim of a deceptive pricing tactic known as
bait and switch
________ segmentation enter segmentation method most directly related to satisfying consumer needs and wants
benefit
Yanie is developing a marketing campaign for an organic stain-removal product. As "stain removal" is rather dull, she is trying to educate consumers about the value and uniqueness of the product, and appeal to the environmentally conscious. Which of the following is the best social media application for this task?
blog
Despite its innovative graphic design, the website for shabby chic decor did not seem to attract customers who lingered. In fact, Mo's website visitors left the site before they made a purchase. Which measures does the owner need to address?
bounce rates
a ________ is defined I had the same brand in a different product line while a _______________is defined as the same brand name within the same product line
brand extension, line extension
Sometimes consumers have second thoughts after buying goods that are expensive, infrequently purchased, or associated with a high level of risk. This is an especially critical time for marketers, as their customers are dealing with
buyers remorse
In most large organizations, several people are responsible for making a purchase decision. This group is called the
buying center
Which of the following encourages visitors to delve deeper into a website, to explore other pages and, in general, spend more time on the site?
call to action buttons
in BCG per folio analysis, products and low growth market that have received heavy investment and now have access funds available to support other products are called
cash cows
the three components of an attitude are
cognitive, affective, behavioral
for many years, general Electric had a corporation strategy of being among the top three firms in any market in which it operated if it could not achieve a top three position, it would exit the market. This strategy often resulted in the company ______ when certain product lines failed to meet this expectation
decreasing product mix breadth
the customers at Janelle's quik coffee shop want to grab a quick cup of coffee before boarding the commuter train into the city. The sign in the window promises quick in and out service and usually Genell keeps our promise. But one morning, customers are frustrated with the staff behind the counter showed more interest in gossiping about their social lives than in waiting on customers. Genell shop is suffering from a __________ gap
delivery
Beer marketers know that high school educated, working-class males from the ages of 25 to 40 make an attractive market for their products. This is a __________ segment of the beer market.
demographic
The process by which the use of innovation whether a product, service, or process spread throughout a market group over time and across various categories of adopters is referred to as ________
diffusion of innovation
the first year they were offered, John wanted a tablet computer, but he did not know which one to choose. He waited until there were more choices, lower prices, and improve quality. John is part of the _______ diffusion of innovation group
early majority
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
Well waiting to be seated at Joe's bar and grill, Nadine receives a customer loyalty coupon through an app on her mobile phone for half off an appetizer or dessert with the purchase of an entrée. This use of location based software application at design to promote which of the following 4E framework objectives?
excite
It is not unusual to see firms offering free product samples in grocery stores select customers try the product before buying it. Similarly, in today's world of digital marketing, one can read a chapter of a book before buying it or watch YouTube videos on different ways to use a product. All the scenarios are ain't at which aspect of the 4E framework?
experience
Which of the following is best described as a type of quantitative research the systematically manipulates one or more variables determine which variables have a casual affect on other variables
experimental research
All the following are reasons firms choose to innovate or create new products except
faltering business relationships
Which of the following uses a combination of geographic, demographic, and lifestyle characteristics to classify consumers?
geodemographic segmentation
As a retail clothing manager, Ricardo frequently asked his staff what customers are saying and what they are asking for. He also attends a quarterly clothing show at the regional merchandise mart. Ricardos efforts will likely help him
identify potential opportunities
In determining the price of her companies new product, Cynthia is assessing how much better her company's product is as compared to available alternatives in the market. What pricing method is Cynthia using
improvement value
Firms that hire (or encourage) well-known names to promote brand messages to their networks of followers are using
influencer marketing
_____ appeals helps consumers make purchases decisions by offering factual information while ______ appeals aim to satisfy consumers emotional desires rather than their utilitarian needs
informational, emotional
Which of the following list shows the correct order of adopters and the diffusion of innovation curve starting with the first group to adopt an innovation to the last group to adopt in innovation?
innovators, early adopters, early majority, late majority, laggards
when marketers state that services are ______ they are referring to the fact that services are produced and consumed at the same time
inseparable
the _________ stage of the product life cycle is characterized by initial losses to the firm due to its high start up cost and low levels of cell revenues as the product begins to take off
introduction
often firms will use ______ media to reach abroad audience or the product message and then choose specific _______ media to customize that same message for various audiences
mass, niche
The government has enacted laws that promote both fair trade in competition by prohibiting the formation of monopolies or alliances that would damage a competitive market place, fostering fair pricing practices for all the suppliers and consumers. These actions are part of the _______ environment of business
politcal/regulatory
Brooks Brothers establishes a price floor with its performance non-iron dress shirt at $118, the luxury shark collection in the middle at $168, and the regent fit as a price ceiling at $225. This is an example of _______-
price lining
Stitch Fix is a successful online clothing company. One of the difficulties in running a clothing company is the need to have significant ________, a large number of items in each product line.
product line depth
The publisher of the well-known Winnie the Pooh series want to celebrate the 100th anniversary of the series initiating a $200,000 campaign. This initiative represents the ______ component in the four Ps
promotion
ed has an almost new economy car, but he wants a Ford Mustang because he thinks it would be exciting to own one. If you decide to purchase a sports car such as a Mustang, he will primarily for fulfilling a ______ need
psychological
Which of the following provide the information needed to confirm insight and the hypothesis and help managers pursue appropriate courses of action?
quantitative research
a ________ limits the quantity of imported merchandise, thus minimizing competition faced by domestic products
quota
Each year in December, Anheuser-Busch runs television ads featuring the Clydesdale horses pulling a stagecoach with an Anheuser-Busch logo. The message is low-key, wishing everyone well during the holiday season. This is an example of _________ advertising.
reminder
Which of the following reflects the maturity stage of the product life cycle
sales: peak; profits: peak to dealing; typical consumers: late majority; competitors and competitive products
Kenisha's company is facing a difficult ethical issue. The firm has identified the various stakeholders and their issues and gathered the available data. Everyone with an interest in the issue has engaged in brainstorming and evaluating alternatives. Management reviewed and refined the alternatives. It should now choose the course of action that
seems best after weighing the concerns of all stakeholders
After Harriet graduated from college, she found a steady and good-paying job, got married and began to raise a family, and began to receive recognition at work and in the community. Eventually, she began to devote more time and effort to intellectual and aesthetic pursuits. Harriet is moving up to what level on Maslow's hierarchy of needs?
self actualization
After using market research to identify the target audience for his advertising campaign, Nya will next use this information to
set the advertising objectives
Viola is taking a backpacking trip across Europe. She wants to make sure that the backpack she chooses is the best one for her adventure, so she is spending a considerable amount of time comparing alternatives to make sure she selects the best one. For Viola, this backpack represents what type of product?
shopping
Dana 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 Scott, 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. Scott's approach is based on
value cocreation
In value-based marketing, the promotion element of the four Ps communicates the ________ two customers there a very of media
value proposition
the ethical decision making metric poses which of the following questions?
would I want to see this action described on the front page of the local paper?