BUSN Ch.11

When it comes to creating customer satisfaction, perceived value is just as important as actual value. True/False

True

Escobar Creations holds annual plasma donation camps and conducts other similar charitable events in educational institutions. Escribo Creations is using people marketing. True/False

False

Survey research is the marketing research that does not require the researcher to interact with the research subject. True/False

False

Larry, a sanitation engineer, sells his old minivan to buy a large truck. As he starts driving the new truck, he realizes that it is more difficult to maneuver the truck than his old minivan. He also realizes that maintaining the truck is expensive. Larry is rather uncomfortable with the purchase decision he made. In the context of consumer behavior, which of the following concepts does this scenario best illustrate? a. Cognitive dissonance b. Limited relationship c. Psychographic segmentation d. Marketing mix

a. Cognitive dissonance

Basic B'chez is a women's apparel store that specializes in winter clothing. It targets university students aged 20-25 with its trendy collection of faux fur vests, oversized sweatshirts, yoga pants, small animals and poofy boots. In the context of consumer market segmentation, which of the following types of market segmentation does Basic B'chez most likely follow? a. Demographic segmentation b. Geographic segmentation c. Behavioral segmentation d. Customer-based segmentation

a. Demographic segmentation

Ronald Crump, a famous politician who supports the ruling party of the island country of Melvanka, endorses a publishing house named Koozner that he owns. Many Melvankian writers want to get their books published by Koozner because of Crump's connection with the brand. Which of the following marketing strategies does this scenario best illustrate? a. People marketing b. Place marketing c. Idea marketing d. Event marketing

a. People marketing

Which of the following elements is a personal influence on the consumer decision-making process? a. Family b. Demographics c. Friends d. Culture

b. Demographics

Andre Takka, an international ping pong player, owns a multinational chain of sports shops named Takka Deuce. The company is popular and gets the attention of sports enthusiasts because of its brand name and ownership. Which of the following marketing strategies does this scenario best illustrate? a. Idea marketing b. People marketing c. Place marketing d. Event marketing

b. People marketing

Jason Morton is a famous movie actor and the brand ambassador for his clothing company, Hedgehog. Consumers tend to like the collection at Hedgehog mainly because Jason is a style icon himself. Which of the following marketing strategies does this scenario best illustrate? a. Idea marketing b. Place marketing c. Event marketing d. People marketing

d. People marketing

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. pricing strategy c. product strategy d. distribution strategy

d. distribution strategy

Lucrezia is a multinational company that manufactures and sells flavored drink additives. Customers who buy five or more products at a time from its retail outlets are given a hollow ring dispenser for free. In the context of customer relationship management, Lucrezia most likely establishes _____ with its customers. a. distinct relationships b. full partnerships c. partial partnerships d. limited relationships

d. limited relationships

Booster is an energy drink manufacturer. The marketing strategies of Booster are focused on males who are in the age group of 16 to 25 years and who enjoy sports and other outdoor activities. The company advertises its products at skateboard parks, basketball venues, and ski resorts. The customer group that Booster focuses on is called its _____. a. business market b. niche market c. consumer market d. target market

d. target market