Marketing Sample Questions Exam 1

What is most likely to happen when inflation increases? -consumer buy more discretionary merchandise -consumers buy fewer personal care and home entertainment products -off-price and discount retailers suffer from lower sales -consumers buy less food -consumers buy lower-priced foods

Consumers buy lower-priced foods. explanation: when inflation increases, consumers probably don't buy less food, but instead less expensive food to make their dollar go farther

Marketers wanting to use social media to reach consumers should understand that ________ were born into a world that was already full of electronic gadgets and digital technologies such as the Internet and social networks -Generation Y -Generation W -Baby Boomers -Generation X -Generation Z

Generation Z Explanation: Members of Generation Z are also known as Digital Natives since they have always had electronic gadgets and digital technologies in their world.

For each target market, General Imaging Corporation, a manufacturer of imaging equipment, will engage in positioning, adjusting its marketing mix variables in order to give customers -a clear, distinctive, and desirable understanding of their products relative to competing products. -more product features than the competition offers -a perpetual map of the imaging landscape -a more flexible supply chain strategy -lower prices than the competition offers

a clear, distinctive, and desirable understanding of their products relative to competing products. explanation: Positioning is the process of defining marketing mix variables so that target customers have a clear, distinctive, desirable understanding of what the product does or represents in comparison with competing products.

The perceptions of ________ are being measured in a perceptual map. -the company's executive team -the current R&D team -strategic planners -competitors -consumers

consumers explanation: Perceptual maps measure perceptions of consumers, not of competitors or members of the firm

Insight Guides, a line of travel books, provides travelers with background information about people's beliefs, values, and customs in various parts of the world. Insight's books educate travelers about a country's -demographics. -generational cohorts. -culture. -social concerns. -political parties

culture explanation: People's beliefs, values and customer relate to their culture

Psychographics is the segmentation method that delves into how consumers -believe other people see them. -adjust to demographic changes. -allocate scarce incomes to a variety of goods and services. -describe themselves. -value their livelihoods.

describe themselves explanation: Psychographics is related to the way we describe ourselves—our self-concept, values, and lifestyle.

Ben Perez is driving along a mountain road. In the distance, he sees a road crew working on a fallen tree that has blocked the highway. When Ben first sees the road crew, which of the following perceptual processes has been engaged? -interpretation -exposure -retention -adaptation

exposure explanation: Exposure is about noticing.

Kimberly-Clark recently introduced rolls of toilet paper without the cardboard core. What social trend does this product respond to? -cultural diversity -regulatory issues -technological advances -green marketing (LOHAS) -time-poor society

green marketing (LOHAS) explanation: By eliminating the cardboard core, a form of consumer waste is eliminated, which would be of interest to consumers concerned about the environment—in other words, this is an example of green marketing which would appeal to the LOHAS segment.

A home security company will advertise the need for home surveillance products to appeal to which level of PSSP needs? -love -safety -physiological -social -personal

safety explanation: Safety needs pertain to protection and physical well-being.

When a gas station blows "fresh coffee smell" around the gas pumps to tempt customers to come inside for a cup, the gas station is using a form of ________ marketing to influence customers -subliminal -differentiated -sensory -one-on-one

sensory Explanation: A cue activates the senses of sight, sound, smell, taste or touch.

The average adult is exposed to about 3,500 pieces of advertising information every single day, far more information than they can or are willing to process. Consumers who are exposed to more information than they can process are in a state of ________. -circuit overcapacity -sensory overload -sensory shifting -advertising bombardment

sensory overload explanation: Selective exposure helps filter this overload. Advertisers avoid being filtered.

When Penguin Catering Services first opened, the owner decided to target only events at resorts in its geographic region. Penguin Catering was using a(n) ________ targeting strategy. -single target market -undifferentiated -benefit-driven -combiner -differentiated

single target market explanation: a concentrated targeting strategy is one in which the firm focuses its efforts on a single market segment, such as the resorts in penguins catering's geographic region

Marketers know that, compared to high school graduates who are working full time, college students - spend their disposable income differently. - have almost identical spending patterns. - are more likely to drink beer and less likely to drink wine. - are less likely to buy textbooks. - will earn less over their working lifetime.

spend their disposable income differently

When positioning products relative to competitors' offerings, firms typically are most successful when they focus on opportunities -where value-based pricing can be ignored. in international markets. -that build on their strengths relative to those of their competitors. -where customer excellence can be substituted for product excellence. -for diversification.

that build on their strengths relative to those of their competitors