Intro to Business 1100 - Module 4

3. Business-to-business (B2B) _____ refers to dividing the market based on the characteristics of buyers. a. behavioral segmentation b. customer-based segmentation c. geographic segmentation d. product-use-based segmentation

a. behavioral segmentation

17. _____ are distribution organizations that facilitate the movement of products from the producer to the consumer. a. Stakeholders b. Financial intermediaries c. Marketers d. Channel intermediaries

d. Channel intermediaries

10. EatOut is a food joint that serves pizza, while GlowBelle is a luxury beauty salon that sells cosmetics. What do EatOut and Glow Belle have in common? a. Their products are a mix of goods and services. b. Their products are examples of unsought products. c. They offer pure goods. d. They provide pure services.

a. Their products are a mix of goods and services.

1. In the context of market segmentation, a well-chosen target market should have _____. a. an appropriate size b. limited accessibility c. intense competition d. a nonprofit motive

a. an appropriate size

16. The biggest advantage of publicity is that: a. it is usually credible. b. it allows for personal interactions between a company and its customers. c. the marketer has control over how the news is presented by the media. d. it has negligible possibilities of negative repercussions.

a. it is usually credible.

8. In the context of primary research tools, which of the following is an advantage of survey research? a. It yields honest and accurate information on consumer motivation. b. It helps you secure information about what people are thinking and feeling. c. It allows you to notice what people actually do and not what they say they do. d. It is cheaper than observation research.

b. It helps you secure information about what people are thinking and feeling.

5. In the context of the marketing mix, which of the following statements is true of a distribution strategy? a. It aims to deliver customer value relative to the benefits of a product. b. Its key decisions include shipping, warehousing, and selling outlets. c. It includes all of the ways that marketers communicate about their products. d. Its key factors include competition, regulation, and public opinion.

b. Its key decisions include shipping, warehousing, and selling outlets.

12. Which of the following is a feature of the growth stage of a product life cycle? a. Nonexistent profits b. Rising sales c. Declining profits d. Nonexistent sales

b. Rising sales

4. The goal of the _____ of a product is to deliver the product to the right people, in the right quantities, at the right time, in the right place. a. promotion strategy b. distribution strategy c. product strategy d. pricing strategy

b. distribution strategy

11. In the context of consumer product categories, both producers and retailers are apt to promote _____ but to a highly targeted audience. a. installations b. specialty products c. accessory equipment d. convenience products

b. specialty products

15. _____ is paid, nonpersonal communication, designed to influence a target audience with regard to a product, service, organization, or idea. a. Public relations b. Propaganda c. Advertising d. Campaigning

c. Advertising

19. Which of the following is a form of nonstore retailing? a. Intensive distribution b. Exclusive distribution c. Direct selling d. Penetration pricing 

c. Direct selling

6. _____ is the process of continually collecting information from the external marketing surroundings. a. Globalized marketing b. Target marketing c. Environmental scanning d. Market segmentation

c. Environmental scanning

18. Which of the following statements is true of a specialty store? a. It offers a small range of everyday and impulse products at easy-to-access locations. b. It offers a wide range of food products, plus limited nonfood items. c. It sells a wide selection of merchandise within a narrow category. d. It sells a complete selection of food and general merchandise at a steep discount in a single enormous location.

c. It sells a wide selection of merchandise within a narrow category.

9. An example of a pure good is: a. a bed and breakfast inn. b. an online grocery store. c. a dual-colored reversible jacket. d. a haircut at a premium salon.

c. a dual-colored reversible jacket.

7. Which of the following is a drawback of primary data? a. It is frequently outdated. b. It cannot be customized. c. It tends to be expensive. d. It may not meet your specific needs.

c. it tends to be expensive

2. Keitras is a women's apparel store that specializes in winter clothing. It targets university students aged 20-25 with its trendy collection of sweaters, sweatshirts, stockings, and stoles. In the context of consumer market segmentation, which of the following types of market segmentation does Keitras most likely follow? a. Geographic segmentation b. Behavioral segmentation c. Customer-based segmentation d. Demographic segmentation

d. Demographic segmentation

13. Which of the following is a key marketing strategy of the maturity phase of a product life cycle? a. Building awareness b. Reinforcing brand positioning c. Targeting competitors d. Reducing spending

d. Reducing spending

14. The purpose of a positioning statement of a company is to: a. convince the investors as well as the manufacturing company itself about the salability of a product. b. understand the company's financial health. c. show how a particular product would be placed in the various outlets and departmental stores. d. articulate how the company would like the target market to envision a product relative to the competition.

d. articulate how the company would like the target market to envision a product relative to the competition.