Marketing Quizzes 17 & 18

Direct and digital marketing involve targeting broad segments of customers. True False

False

Gary Hirshberg started the Stonyfield Farm yogurt company. His marketing strategy: building a casual bond with customers using guerilla marketing. This is an example of formulated marketing. True False

False

To plan effective marketing strategies, the company must ignore its competitors. True False

False

Gaining ________ requires delivering more value and satisfaction to target consumers than competitors do. differentiation competitive advantage comparative advantage first-mover advantage

competitive advantage

In the audio equipment industry, Philips and Sony belong to the same ________. control group target group experimental group strategic group

strategic group

Uptown-Clean Crew is a company that provides house-cleaning services in major urban and suburban areas. Marketers at Uptown-Clean Crew developed a short, humorous video promoting the company's services and posted it online. Soon the video was a rage as customers who saw the video found it hilarious and they passed it on to their friends and colleagues calling it the "Uptown comedy." Which form of marketing is illustrated from this scenario? omni-channel marketing viral marketing telemarketing integrated marketing

viral marketing

Which of the following is a negative aspect of a competitor-centered company? It becomes stable and unreactive. It fails to develop a fighter orientation. It may end up simply matching industry practices. It fails to identify competitors' weaknesses.

It may end up simply matching industry practices.

What is a disadvantage of a viral success? Word-of-mouth is strong. Marketers have little control over where the message ends up. The cost per exposure is relatively low. Many people will see the marketing message.

Marketers have little control over where the message ends up.

E-mail can be the ultimate direct marketing tool, as it lets marketers send highly targeted, tightly personalized, relationship-building messages. True False

True

One common form of Internet fraud is phishing, a type of identity theft that uses deceptive emails and fraudulent online sites to fool users into divulging personal data. True False

True

The competitive intelligence system of a company supplies key information to relevant decision makers about the company's competitors. True False

True

Coca-Cola Unbottled is an online forum where Coke fans and company insiders can "look at what's beyond the bottle," sharing posts on everything from new products and sustainability initiatives to fun and inspiring fan stories. This is an example of a ________. viral message blog catalog spam post

blog

Spartan Sportsgear is a company that sells sports equipment for adventure sports. It recently launched ExtremeSpartan.com to showcase products and provide testimonials of famous adventure sports athletes who use Spartan's products. It also includes videos and blogs. Which of the following best describes ExtremeSpartan.com? brand community website blog digital catalog social network

brand community website

Amazon.com and GEICO approach customers via Web sites or mobile apps. This is an example of ________ marketing. individual direct mass niche

direct

If a company's offer delivers greater value by exceeding the competitor's offer on important attributes, the company can charge a higher price and ________, or it can charge the same price and ________. earn lower profits; gain higher profits lose profits; gain more market share earn higher profits; lose profits earn higher profits; gain more market share

earn higher profits; gain more market share

A company that pursues ________ will react much more strongly to a competitor's cost reducing manufacturing breakthrough than to the same competitor's advertising increase. low-cost leadership a middle-of-the-roaders strategy product differentiation customer intimacy

low-cost leadership

Nintendo, producer of the Wii video game console, might define its competitors as other makers of physically interactive video games. But from a(n) ________ point of view, it would include all firms making physically interactive recreational products. niche segment market industry

market

Gant Hardware is a huge chain of hardware stores. GantHardware.com helps customers conduct product research and also lets them order directly online or redirects them to the nearest Gant retail store. Which of the following best describes GantHardware.com? marketing website social network blog digital catalog

marketing website

By using ________ to contact potential customers, marketers sell directly to consumers. outbound telephone marketing undercover marketing multi-level marketing ambush marketing

outbound telephone marketing

According to Michael Porter, what are three effective competitive positioning strategies? overall cost leadership, differentiation, and middle-of-the-roaders focus, differentiation, and middle-of-the-roaders overall cost leadership, differentiation, and focus middle-of-the-roaders, focus, and overall cost leadership

overall cost leadership, differentiation, and focus