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?