Marketing Chapters 8,9,10,11 Worksheets

As of 2014, the Internet is used worldwide by approximately

3 billion people

Which element of the marketing mix is important to businesses using e-commerece?

All marketing mix elements are important

It is important for business to have a well thought-out approach to social media because

All of the above

Which of the following questions would not be asked as part of the evaluation of marketing effectiveness?

All should be asked as part of the evaluation

True or False: A business should never target more than one segment in a market

False

True or False: A marketing plan should not include a competitive analysis

False

True or False: A positioning statement is a complete description of the target market and marketing mix the company will use

False

True or False: A product faces its greatest competition during the growth stage of the life cycle

False

True or False: A product's brand name is never an important factor when customers make a decision to buy

False

True or False: A service is perishable in that it is produced and consumed at the same time

False

True or False: All businesses use the same information for developing their marketing plans

False

True or False: Because marketing is so complex, it is not possible to specify the marketing activities that need to be completed in the written marketing plan

False

True or False: Because services are intangible, it isn't possible to set measurable standards of performance

False

True or False: Brick-and-click businesses are those that complete almost all of their activities via retail stores, offices, or the factories where their products are manufactured.

False

True or False: Businesses engaged in e-commerce do not need to use the marketing concept because they rarely, if ever, meet their customers.

False

True or False: Companies should not be concerned about the financial analysis of a new product until after it is completely developed.

False

True or False: Consumers actively search for impulse goods

False

True or False: Consumers spend a smaller percentage of their discretionary income on services and more on manufactured goods

False

True or False: Developing new product ideas should be done scientifically rather than using creative processes

False

True or False: Effective marketers try to serve all potential consumers in a market

False

True or False: Every product enhancement will add to customer satisfaction

False

True or False: Examples of capital equipment are tools, small machines, and furniture

False

True or False: Generally consumers make all of their product and service purchases in the same way

False

True or False: If a product has been successful for a long time, it will probably remain successful because consumer needs seldom change

False

True or False: If more than one market is identified as a target market, each market must be offered the identical marketing mix

False

True or False: If the idea of social media is to develop interactions with consumers, then marketers need to focus on communicating with large groups of people in a somewhat anonymous fashion

False

True or False: It is difficult for service businesses to change prices easily because the product is unique

False

True or False: It is easiest for businesses to compete when their products are nearly identical to those of their competitors.

False

True or False: Market testing is an inexpensive, low-risk way to determine if a new product will be successful

False

True or False: Marketers of popular brands should keep track of their Wikipedia pages and correct any and all information that consumers get wrong

False

True or False: Marketing for most businesses had become quite simple, involving only a small number of activitites

False

True or False: Marketing planning is easy to do, is inexpensive, and takes very little time to accomplish

False

True or False: Marketing plans should be based on performance of competitors rather than the performance of the company

False

True or False: Most consumer needs are so basic that businesspeople don't have to be concerned about them

False

True or False: Most services can be defined in terms of physical attributes

False

True or False: One of the markets that businesses understand very well is the teenage market

False

True or False: Operating equipment usually lasts longer than capital equipment

False

True or False: Posting very short album reviews on Pinterest is considered micro-blogging

False

True or False: Price is the most important factor when purchasing all types of shopping goods

False

True or False: Service quality is defined by how comparable the quality of a company's service is to its main competitors

False

True or False: Shopping goods are generally less expensive than convenience goods

False

True or False: Social media allows marketers to have full control over the messages they produce

False

True or False: Social media helps consumers build a community, making it more difficult for businesses to spread their message to those consumers

False

True or False: The advanced procedures, techniques, and tools that replace physical labor are known as basic technology.

False

True or False: The easiest step in new product development is usually finding ideas for new products

False

True or False: The process of emailing began as a military and research tool in the 1950s

False

True or False: The starting point and most important factor used to segment a market are the demographic characteristics of consumers

False

True or False: There is no advantage for politicans who wish to utilize social media as a powerful communication tool

False

True or False: To avoid having too many new product ideas, companies should evaluate ideas in the initial idea development stage

False

True or False: Very few marketers believe that personal selling is a powerful promotional tool

False

An example of an impulse good is

candy

To develop a viable and apropriate marketing plan for a service, it is helpful for marketers to

classify the service by type of consumers in the market, organizational goals, labor intensiveness, amout of customer contact, and skill level required

A business that performs almost all of its business activities through the Internet is refered to as a

click-only business

Crowd-sourcing, an activity where a large number of people contribute their knowledge about a particular topic or phenomenon, is most closely associated with

collaboration

Which of these is not an example of a raw material?

computer chip

A service is

consumed at the same time it is produced

Consumer needs should be defined by

consumers

Developing a marketing plan encourages the business to

coordinate marketing efforts with other business activities

To be effective, promotion of a service must

create a mental image of the performance of the service and the benefits the customer will receive

After determining that a product idea is feasible, the next step in product planning is to

create and test a sample marketing strategy

For price-based shopping goods,

customers expect to find price differences among brands

The last step in product development is

full-scale introduction of the product into the market

An appropriate marketing goal would be to

increase market share by 5 percent in one year

An effective target market must be composed of

individuals with common, important needs that are different from those outside the target market

Which of the following is not an important quality of a product's package?

inexpensive

Specialty goods

inspire strong brand loyalty

Which of the following factors would not be used to segment a market?

intensity of competition

One of the disadvantages of using the Internet to conduct business is that

it changes the nature of competition

The effect of a marketing plan on a business is

it improves decision making

Which of these is not a factor in the growth of employment in the service sector of the U.S. economy?

lack of foreign competition

In which stage of the product life cycle do profits in the market start to go down?

maturity

Which of these is an example of a capital good?

office building

In traditional marketplaces as well as social media, one of the major characteristics is that merchants can speak with customers can provide feedback. This promotes the _____________ nature of the marketplace.

personal and interactive

When customers see few differences between products, they are more likely to choose a product based on

price

Good sources of new product ideas are

problems customers cannot solve with current products

A group of similar products with a slight variations in the product mix to satisfy different needs in a market is a

product line

All of the following are early applications of social media except

purchasing music through iTunes

Equipment-based services

require special attention to the distribution or location of the service

Products aimed at a large market tend to be very

similar

A marketing plan is based on

the company's marketing strategy

Services are heterogeneous, meaning

there are differences between services

The legal protection of words or symbols for use by a company is a

trademark

True or False: Competition from international businesses in manufacturing has led workers to seek jobs in the service sector of the U.S economy

True

True or False: Component parts have been either partially or totally processed by another company

True

True or False: Consumers do not actively shop for emergency goods

True

True or False: Consumers have a different view of products than the businesses that produce them

True

True or False: Customers pay attention to tangible elements associated with the service

True

True or False: E-commerce includes all the activities involved in selling goods over the Internet.

True

True or False: Each target market requires a unique marketing mix that responds to the differences among the target markets

True

True or False: Features can be added to a basic product to make one company's product different from and better than competitors' products

True

True or False: Immediacy is related to the ability of consumers to communicate with marketers as well as with each other in real time

True

True or False: In addition to the type of transportation to use, distribution decisions include order processing, inventory control, product handling, protective packaging, and customer service

True

True or False: In product design, the basic product is modified and improved with features and options

True

True or False: Individuals or socially related groups who purchase products for personal consumption are known as consumer markets

True

True or False: Information collected in evaluating action plans is used to make improvements in marketing activities while the marketing plan is being implemented

True

True or False: Many not-for-profit organizations deliver services

True

True or False: Many services use endorsements as a promotional strategy

True

True or False: Many traditional businesses use the Internet to complete business activities.

True

True or False: Marketers can use feedback from salespeople to gain insight into both customers and competition

True

True or False: Marketers represent the consumer as products are designed and developed

True

True or False: Marketplaces of all shapes and sizes are an important place for people to connect with each other

True

True or False: Most businesses follow a similar series of steps to identify and develop new products

True

True or False: Most of the purchases consumers make in grocery stores are convenience goods

True

True or False: Most suppliers are not uniquely developed for one business

True

True or False: Much of the information needed to develop a marketing plan should already exist in a company's marketing information system (MkIS)

True

True or False: Offering a guarantee or testimonial is a way to differentiate products

True

True or False: One of the most important and useful indicators of customer satisfaction is repeat business

True

True or False: Options give customers choices of the product features they want to purchase

True

True or False: Projections indicate that the fastest-growing service industry from 2012 to 2022 will be health care and social assistance

True

True or False: Promotion is very important in the maturity stage of a product's life cycle

True

True or False: Promotional strategies should appeal to the buying motives of the target market by stressing the benefits customers will receive

True

True or False: Salespeople who work with customers every day are a good source of ideas for new products or product improvements

True

True or False: Services are activities that are intangible

True

True or False: Services may be provided to businesses as well as to consumers

True

True or False: Social media enables open communications with groups of people

True

True or False: Social media is a powerful form of word of mouth communication

True

True or False: Social media sites have a lot in common with the earliest marketplaces

True

True or False: Technology is the practical application of scientific knowledge.

True

True or False: The Federal Trade Commission regulates how and when the word "new" can be used by businesses for their products

True

True or False: The amount of customer contact a service provider has is an effective way to classify services

True

True or False: The basic physical product must respond to an important customer need

True

True or False: The distribution of services is primarily concerned with having the service in a location and at a time that are convenient for the consumer

True

True or False: The price of raw materials influences the prices charged for finished goods

True

True or False: The product or service as a marketing mix element includes anything the business offers to the customer that will be used to satisfy needs

True

True or False: The satisfaction provided from a product's use is more important to consumers than its physical appearance

True

True or False: The service industry is growing faster than the goods-producing industry

True

True or False: The telephone is an early form of social media

True

True or False: Toothpaste may be a specialty good for some consumers

True

True or False: Trending refers to a topic or discussion that is currently popular in social media or other Web-based formats

True

True or False: When categorizing services by the level of skill the provider possesses, services may be divided into professional and nonprofessional groups

True

Which of these is not one of the categories in the business product classification system?

unsought goods

To interest a consumer, a product must be

useful and meet the consumers' needs

YouTube does an excellent job of providing a space for

user-generated content

Distribution of a service

usually requires a short channel of distribution

True or False: Businesses use the consumer purchase classification system to decide how to market their products in consumer markets

True

A market analysis is often referred to as a ______________ analysis

SWOT

True or False: A good way to improve customer satisfaction with products is to suggest the purchase of additional products that make the original product more useful

True

True or False: A major advantage of doing business on the Internet is that companies have immediate access to prospective customers all over the world.

True

True or False: A market analysis identifies a business's strengths and weaknesses and the opportunities and threat it faces

True

True or False: A marketing plan is developed for a specific time period, usually six months to one year

True

True or False: A marketing strategy is the way marketing activities are planned and coordinated to achieve an organization's goals

True

True or False: A mission statement identifies the nature of the business or reasons it exists

True

True or False: A product package serves the dual purpose of promotion and protection

True

True or False: A prototype is used to test quality and costs before full-scale production begins.

True

True or False: A segment represents components of a market in which people have one or more similar characteristics

True

True or False: A target market is a clearly identified segment of the market to which a business wishes to appeal

True

True or False: An effective marketing plan for a business should always be written

True

True or False: Because people cannot physically touch a service, it is important for the marketer to focus on the benefits customers will receive from using the service

True

True or False: Business markets make purchase decisions based on a customer demand

True

True or False: Businesses have many choices in the development of new products to make their brand unique

True

Which of these is not a behavioral segmentation factor?

age, income, and education level of consumer

A problem with using a test market for new products is

all are correct

Marketing planning requires

all of the above

The consumer purchase classification system is based on

all of the above

The price of a service

all of the above

To be successful in adapting social media to the needs of the business, marketers should

all of the above

The goods-producing industry is

becoming more automated

The practice of combining several related services for one price is called

bundling

The two types of markets for services are

business consumers and individual consumers

The most important part of the marketing plan, in terms of the company's success, is

development of a marketing strategy

Because marketers are able to talk with their audience through various social networks, social media promotes

dialogue

Each target market requires a marketing mix that

differes in important ways from other target markets

Products or services that are purchased as a result of an urgent need are

emergency goods

A(n) ________ includes additional options and features that allow a business to satisfy several target markets with one product

enhanced product