Marketing Quiz #1

Jeff Barkins is a conscientious marketing manager. Sometimes, Jeff and his staff are unclear what decisions to make when faced with moral dilemmas. Jeff and other managers could create broad guidelines that everyone in the organization must follow in the form of a ________.

Corporate marketing ethics policy.

Primary data can usually be obtained more quickly and at a lower cost than secondary data.

False

Which of the following is the first stage of the buyer decision process?

Need recognition

Company and brand positioning should be summed up in a ________.

Positioning statement

When viewing the market from a buyer's point of view, "communication" corresponds to the ________ component of the marketing mix.

Promotion

Companies must do much more than simply shout out their positions with slogans and taglines. They must differentiate their products in the minds of the consumers.

True

If marketers know what evaluative processes go on, they can take steps to influence the buyer's decision.

True

Place includes company activities that make the product available to target consumers.

True

Resellers are distribution channel firms that help the company find customers or make sales to them.

True

JetBlue's promise to put "You Above All" by "bringing humanity back to travel" is their ________.

Value proposition

Delta, an American video game manufacturer, targets teens between the ages of 13 and 18, providing free game trials and applications. The firm's marketing approach exemplifies ________ segmentation.

Age and life-cycle

Which of the following best describes product positioning?

Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products.

Which of the following is not a social criticism of marketing?

Branding

Which of the following best describes market segmentation?

Dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors.

Holiday Inn divided its customer market into segments and selected the most promising segments. Deciding what position it wants to occupy in these segments is called diversification.

False

In the four Ps of the marketing mix, promotion refers solely to advertising.

False

Which of the following is a psychographic characteristic of a consumer?

Lifestyle

Kathy Jenkins is planning to conduct research on consumers' personal care routines. Since the questions are likely to be personal and sensitive, Kathy wants to select a contact method that will encourage respondents to answer honestly. Which of the following contact methods is most likely to best serve Kathy's purpose?

Mail questionnaires

The ________ concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do.

Marketing

Jeff is in the process of buying a new car. He carefully analyzes the features that he wants in a car, and perceives significant differences in price, quality, and features among three of his favorite models. He rates the models on each factor and ranks them in the order of his preference. To which of the following stages of the buyer decision process will Jeff most likely proceed next?

Purchase decision

Cosmetic retailer Lush knows that doing what's right benefits both customers and the company. Their premium beauty products are made by hand from the freshest possible natural ingredients. This is an example of the ________ concept.

Societal marketing

CVS Pharmacy changed its name to CVS Health, reshaping and broadening its lines of products and services to align more appropriately with its revamped "better health" mission. For example, it stopped selling tobacco products altogether. How would this be classified in a SWOT analysis?

Strength

________ is a method of gathering primary data that involves asking people questions about their knowledge, attitudes, preferences, and buying behavior.

Survey research

The ________ concept holds that a company's marketing should support the best long-run performance of the marketing system.

Sustainable marketing

Which of the following is an advantage of primary data?

They are more relevant than secondary data.