Marketing Ch. 1-10 Quizzes

A child care organization's CEO is looking to use her experience to expand operations into India. Her interest was sparked by Indian parents saying, "We have nothing like this back home." Which action would be a prudent way to enter that global market?​ A) Share enthusiasm with investors to get an idea of funding possibilities B) ​Create a brand new preschool curriculum that could be exported to other countries C) Talk to more Indian parents about how they see the business opportunity shaping up D) ​Set up a website serving the online preschool education market for Indian children E) ​Invest as a partner in a child care facility in India to pilot Western concepts.

E) ​Invest as a partner in a child care facility in India to pilot Western concepts.

Which of the following is true of a strategic business unit? A) A strategic unit has its own managers, resources, objectives, and competitors B) A strategic unit directly adopts the mission of its parent organization C) Each strategic unit depends on plans of the other units in the organization D) A strategic unit is a key business unit within a small company that does not differ significantly from the parent company

A) A strategic unit has its own managers, resources, objectives, and competitors

After working as an analyst in the marketing department of a large consumer products firm, you have been promoted to marketing team lead for the company's leisure products line. In your new role, you will be responsible for the following major functional areas related to this product line: ​Inventory control Order processing Warehousing Logistics Within the context of the marketing mix, your responsibilities are primarily focused on A) Distribution strategy B) Customer service strategy C) Promotion strategy D) Product strategy E) Retail strategy

A) Distribution strategy

Which of the following is true regarding marketing? A) Marketing encompasses such a broad scope of activities and ideas that settling on one definition is often difficult B) The marketing concept is a belief that consumers will resist purchasing nonessential goods and services. C) The marketing concept emphasizes creating and maintaining short-term successful relationships with customers and suppliers. D) Marketing refers to an activity in which two or more parties give something of value to each other to satisfy perceived needs.

A) Marketing encompasses such a broad scope of activities and ideas that settling on one definition is often difficult

A university sells cutsomized sweatshirts, pullovers, and jerseys to its students and staff. This is an example of ___________ A) organization marketing B) event marketing C) cause marketing D) person marketing

A) Organization Marking

A company with a large amount of intellectual property plans to expand into Europe. Their marketing team is working to protect all the company-owned trademarks across many countries. Which benefit of European Union membership will streamline this process?​ A) The EU Community Trademark eliminates separate registration with each country B)​The common currency (the euro) simplifies payments between member countries C) ​Uniform customs taxes and postal systems speed transportation of products D) ​​The Treaty of Lisbon allows the EU to enter into international agreements E) ​The standardization of eco-labels certifies environmental production friendliness.

A) The EU Community Trademark eliminates separate registration with each country

Which of the following organizations was established as an outcome of GATT? A) WTO B) FTAA C) NAFTA D) EU

A) WTO

Adecco systems has a website service which allows the company to interact with its suppliers and share all types of data related to e-marketing. This innovative website can be regarded as: A) a private exchange B) a marketing website C) an electronic storefront D) a corporate website

A) a private exchange

A gaming corporation and a mobile manufacturer work together to develop unique games which are made available on the applications of the phones. This is an example of: A) a strategic alliance B) social marketing C) an exchange function D) marketing research

A) a strategic alliance

_____ are goods and services purchased for use either directly or indirectly in the production of other goods and services for resale. A) business products B) unsought products C) impulse goods D) shopping goods

A) business products

What has significantly changed the complexion of marketing research over the past few decades? A) computer technology B) global conflicts C) fuel prices D) security concerns

A) computer technology

​You are the manager of a clothing manufacturing firm with operations in different countries. Your Vietnamese manufacturing facility is dedicated solely to producing elementary school uniforms for the U.S. market. Most of your product output is sold to a larger school uniform company in the United States called School Uniforms, Inc. School Uniforms, Inc. has major contracts with (and sells its uniforms to) school districts like the San Diego Unified School District. In this scenario, the San Diego Unified School District is part of which of the following business markets? A) institutional market B) wholesaler market C) distributor market D) government market E) reseller market

A) institutional market

TechnoMarket, a retailer of consumer electronics, has its branches worldwide in around 25 countries. The company is looking for a website that will allow it to communicate with its employees worldwide. The website should also enable the employees to access details regarding the new products, their functionality, and their availability in the store. Which of the following will best suit this purpose? A) intranet B) electronic storefront C) private exchange D) extranet

A) intranet

Operational planning: A) is used to determine departmental rules and procedures B) should be used to establish the fundamental strategies of the organization C) is the primary responsibility of the top management. D) should be completed at the same time the total budget is prepared

A) is used to determine departmental rules and procedures

Undifferentiated marketing is also called _______ A) mass marketing B) micro marketing C) concentrated marketing D) societal marketing

A) mass marketing

DigiSmart, a manufacturer of electronic goods in Canada, has moved its manufacturing operations to Costa Rica. This move has helped the company to reduce its production costs and also allowed it to focus on the product design and research activities that lead to new products. The movement of business in this case is an example of _____. A) offshoring B) global integration C) leasing D) inshoring

A) offshoring

An alliance between a not-for-profit organization and a for-profit organization: A) often benefits both parties B) typically benefits the for-profit more than the not-for-profit C) rarely benefits either party D) typically benefits the not-for-profit more than the for-profit

A) often benefits both parties

The term _______ is used to describe a high-tech scam that uses authentic-looking email or pop-up messages to get unsuspecting victims to reveal personal information. A) phishing B) data harvesting C) e-tailing D) shoulder surfing

A) phishing

Promotional schemes like frequent shopper programs provide incentives to loyal buyers. Considering Porter's Five Forces model, such offers will: A) reduce the threat of new entrants B) decrease the rivalry among competitors C) decrease the bargaining power of the supplier D) increase the threat of substitute products

A) reduce the threat of new entrants

Badoo is a global, multilingual, social media platform that provides an opportunity for its members to meet new people in their locality, share daily activities, and post opinions on different topics. Badoo is a type of _____. A) social networking site B) application C) bookmarking site D) blogging site

A) social networking site

As chief executive of Stalwart Shipfitting Company, a diversified producer of marine supplies and equipment, John needs a method for spotting promising product lines that warrant commitment of additional resources, as well as those that should be removed from the firm's product portfolio. A good choice for this firm at this stage would be to use: A) strategic business units B) a marketing audit C) an industry analysis D) computer models

A) strategic business units

Decisions relating to the product strategy primarily revolve around _________. A) the features of the products being released in the market B) the promotional offers that would increase the visibility of the product in the market C) the choice of high/low or everyday low pricing by the company D) the selection of wholesalers and retailers to transport the stock to the market

A) the features of the products being released in the market

Which of the following is the least-used method for collecting primary data? A) Online Survey B) Controlled Experiment C) Focus Group D) Telephone Survey

B) Controlled Experiment

____ is a form of exporting in which a firm barters products rather than selling them for cash. A) Franchising B) Countertrade C) Subcontracting D) Free trade

B) Countertrade

Which of the following is the most important source of secondary data in the United States? A) Chamber of Commerce B) Federal Government C) Bureau of Labor Statistics D) Treasury Department

B) Federal Government

Horch is the biggest manufacturer of consumer goods in Germany. The company segments its business customers into new and existing customer groups based on the stage of relationship between the company and the customer. This helps the company develop different strategies for newly acquired customers and existing customers, who are interested in making repeat purchases. Which of the following segmentation approaches is being used by Horch in the above scenario? A) segmentation by customer type B) segmentation by purchase categories C) segmentation by demographic characteristics D) segmentation by end-use application

B) Segmentation by purchase categories

With respect to the BCG matrix, which one of the following generates considerable income, but requires sizeable investments to underwrite further growth in the future? A) SBUs B) Stars C) Question marks D) Cash cows E) Dogs

B) Stars

What is the ultimate objective of relationship marketing? A)Turn customers into loyal supporters B) Turn customers into advocates C) Find new customers D) Create regular purchasers

B) Turn customers into advocates

Snaptell allows shoppers to retrieve more information about products while shopping in brick-and-mortar stores. It is an example of a(n) _____. A) microblog B) app C) social network D) firewall

B) app

Sally Myers, head of marketing at Sally's Salon, serviced six new customers over the past two weeks. Through a feedback form, Sally learned that all of them had acted upon the opinions of their friends and family members. What Sally encountered is an example of: A) marketing myopia B) buzz marketing C) sales orientation D) transaction-based marketing

B) buzz marking

Consumers rely on communities created by social media for their buying decisions mainly to: A) gather relevant information about the functional strategies of companies. B) conduct research and share information. C) build partnerships with companies. D) gather relevant insights about the fluctuation in stock prices.

B) conduct research and share information.

A _____ marketing strategy focuses on producing several products and pricing, promoting, and distributing them with several marketing mixes designed to satisfy smaller segments. A) mass B) differentiated C) societal D) demographic

B) differentiated

A manufacturer who produces glass for microwave oven doors, shower enclosures, and patio tabletops is likely to segment his business customers on the basis of: A) geographic locations B) end-use application C) psychographic characteristics D) demographic characteristics

B) end-use application

When a group of nations agree to buy and sell goods among themselves by abolishing tariffs and trade restrictions, the nations have created a _____. A) cooperation council B) free-trade area C) political union D) customary market

B) free-trade area

Before beginning the market segmentation process, a firm should: A) forecast market share B) identify bases for segmenting markets C) forecast total market potential D) select target market segments

B) identify bases for segmenting markets

Institutions are a major component of the business market that: A) acquire products mainly to indirectly support the production of other goods and services. B) include wide variety of organizations that often have diverse buying practices C) consist of wholesalers and retailers, who sell the products they buy to final consumers D) tend to have greater financial resources than industrial customers

B) include wide variety of organizations that often have diverse buying practices

The _____ is a company wide consumer orientation with the objective of achieving long-run success. A) exchange process B) marketing concept C) seller's market D) marketing myopia

B) marketing concept

_____ are audio or video files that can be downloaded to other digital devices. A) cookies B) podcasts C) newsgroups D) JARs

B) podcasts

A company can modify a strategy when its actual performance is not in line with expected results by: A) interpreting the mission, vision, and values of the company differently. B) putting the marketing strategy into action and monitoring performance. C) focusing exclusively on long-range strategic issues. D) redefining the firm's mission.

B) putting the marketing strategy into action and monitoring performance.

The goal of the EU, a multinational economic community, is to: A) extend free trade benefits to most nations around the world. B) remove all barriers to free trade among its members, and standardization of currencies and regulations. C) help American workers, farmers, and small businesses thrive and grow D) liberalize the world financial services, telecommunications, and maritime markets

B) remove all barriers to free trade among its members, and standardization of currencies and regulations.

Purchases that have substantial social or economic consequences: A) usually require relatively less investment of time and effort. B) represent high-involvement purchase decisions. C) require independent decision making. D) represent routine purchases that pose little risk.

B) represent high-involvement purchase decisions.

Your company is a direct competitor of Netflix, the online, movie-streaming service that allows viewers to select a movie for viewing online whenever they want it. You noticed that not all of Netflix's movies are available for online viewing immediately. For many of their movies, the user has to request a DVD be mailed to them. Your company intends to exploit this situation by making more movies available for immediate online viewing by users. Which of the following e-marketing capabilities most closely describes what your company is doing to exploit this opportunity? A) global reach B) right-time marketing C) interactive marketing D) personalization E) integrated marketing

B) right-time marketing

The individual who creates and oversees the look and feel of an online community, Facebook page, or other branded content for a particular company is called a(n) _____. A) online community manager B) social media designer C) blogger D) content programmer

B) social media designer

If an automobile manufacturer was planning to introduce a sports car powered by a hydrogen-oxygen fuel cell when the price of gasoline in the United States reached $4 per gallon, this would best be described as a direct result of its _____ plan. A) short-term B) strategic C) tactical D) operational

B) strategic

Businesses choose outsourcing as an alternative to making goods in-house or providing in-house services when: A) they want to reduce the amount of depreciation indicated on their books of account. B) the company needs to reduce costs to remain competitive C) conflicts arise between nonunion outside workers and in-house union employees D) proprietary technology has the potential to raise security concerns

B) the company needs to reduce costs to remain competitive

The trade agreement among the United States, Central American nations, and the Dominican Republic is called _____. A) FTAA B) NAFTA C) CAFTA-DR D) EFTA

C) CAFTA_DR

William Cutlery Inc. sells its products at its stores and via door-to-door sales. Selling, order taking, delivery, and limited customer service are all conducted by the drivers. Which two marketing functions overlap as a result of the drivers' required responsibilities? A) Facilitation and distribution B) Exchange and Facilitating C) Distribution and exchange D) Exchange and Financing

C) Distribution and Exchange

What is the role of marketing in sustainability efforts? A) firms can increase their profitability by enhancing their carbon-footprint B)Firms can expect to save on costs incurred in discarding older, ineffective technology in favor of newer, state-of-the-art technology. C) Firms gain credibility from their efforts to protect the environment. D) Firms stand to exploit newer markets that are opened up to them.

C) Firms gain credibility from their efforts to protect the environment.

Creating ___________ utility is the responsibility of the production function. A) ownership B) time C) form D) place

C) Form

To remain competitive, marketers must accurately gauge their customers and adapt to changing consumer sentiment. Sometimes this adaptation calls for repositioning a product or service. Why might a product or service be repositioned?​ A) The product or service is considered the best available in the current market B) The marketing and research department is reduced by half due to the economic downturn C) The company is aiming for a greater share of the current market D) ​The product is unpopular and the company ceases production of it E) The company changes its packaging and uses a new slogan

C) The company is aiming for a greater share of the current market

Which of the following social media platforms gives users a place to save, organize, or manage links to websites or other Internet resources? A) social news site B) social networking site C) bookmarking site D) blogging site

C) bookmarking site

Keith is searching through computerized information files of customers to detect patterns in product sales. Keith is engaged in the process of: A) short-run forecasting B) ethnographic research C) data mining D) sales forecasting

C) data mining

Maxwell has been promoted to an upper-level management position at QVC. He will be involved in matters relating to transportation media, order processing, and development of marketing channels. Maxwell is involved in developing _____ strategies for the marketing team. A) product B) test marketing C) distribution D) promotional

C) distribution

You are the campaign manager for a candidate running for mayor of Hartford, Connecticut. You are running a series of focus group sessions with Hartford residents to get a better idea of their needs and wants. Your focus group sessions are an example of which of the following types of research? A) marketing research B) conclusive research C) exploratory research D) experimental research E) descriptive research

C) exploratory research

​A group of ceramic artists think that their artwork would be successful in another country. Nothing similar is available in the target country. They have a lot of marketing collateral from their successful efforts in the United States, but most of their home country business comes from word of mouth. Which global strategy is the best pathway for them to adopt? A) ​selling their artwork to an export-trading company in the new country B) ​reusing their current original marketing collateral in the new country C) making a direct investment to collaborate with another art-connected business D) ​starting the word-of-mouth effort by dedicating a website to their products E) ​starting a publicity tour of art and craft galleries in the new country

C) making a direct investment to collaborate with another art-connected business

The strategic business unit (SBU) concept is best identified as a: A) strategic approach used primarily to separate marketing costs from production expenses. B) planning tool that separates tactical and operational issues for analysis. C) marketing planning tool that best suits the needs of large, diversified organizations. D) marketing approach appropriate for small enterprises producing a single product.

C) marketing planning tool that best suits the needs of large, diversified organizations.

A blog posting, such as a Tweet, that contains only a few words is called a(n) _____. A) implementing a company's entire social media program. B) managing external engagement with customers in social media channels. C) measuring the results of the social media marketing effort D) developing the program necessary to build and assemble the features for social tools such as blogs and communities

C) measuring the results of the social media marketing effort

General Electric, with their business units throughout the world, can best be described as a: A) multidomestic exporter B) domestic corporation C) multinational corporation D) multilateral licenser

C) multinational corporation

The term 'bottom line' is a reference to: A) the limits on marketing budgets B) a firm's social responsibility C) overall company profitability D) the ethical and social viability of marketing

C) overall company profitability

An example of a firm's strength discovered by a SWOT analysis might be: A) narrow current product line B) changing buyer tastes in the marketplace C) ownership of valuable patents D) existing government policies favoring the industry

C) ownership of valuable patents

Fred purchased six paperbacks from books2u.com three months back. This week, when he logged on to books2u.com, the home page had his name and recommended 6 new books on his favorite topics. This is an example of: A) breach of privacy B) geotargeting C) personalized marketing D) information leak

C) personalized marketing

TecMag is a technology firm that builds computer systems and other related components. TecMag sources its raw materials from various manufacturing firms and is looking for a website that can help in effectively placing orders with the manufacturers online, and also in tracking the order. Which of the following websites can help TecMag accomplish this task efficiently? A) intranet B) corporate website C) private exchange D) social website

C) private exchange

The organizational buying process has more steps than the consumer buying process, which can be attributed to: A) less standardized products sold in consumer markets. B) shorter durations of customer relationships formed in business markets. C) relatively complex buying process with greater number of decision makers in business markets. D) lack of interpersonal and environmental influences on consumer buying decisions.

C) relatively complex buying process with greater number of decision makers in business markets.

_____ are websites that provide virtual communities for people to share daily activities and increase their circle of online friends. A) bookmarking sites B) blogging sites C) social networking sites D) social news sites

C) social networking sites

An international company chose to go with a global marketing strategy in a new location, planning to exactly duplicate the company's previous success in its home country. The venture was not a success. While it enjoyed economies of scale, the marketing campaign did not engage new customers. Which information is essential to create a new and successful marketing campaign?​ A) ​factors that led to successful efforts in the company's home country B) ​negative comments made on social media by the company's limited number of visitors C) ​specific details about the unique needs of potential customers in the new location D) ​information from doing a rotating promotional effort that changes with the four seasons E)​ input from employees who were laid off due to the business's failure

C) ​specific details about the unique needs of potential customers in the new location

Which one of the following statements is true about past geopolitical events and the five eras in the history of marketing? A) The production era was heavily influenced by the Korean War. B) ​The sales era began during the Great Depression C)​The marketing era was interrupted by World War II. D)​The social era was heavily influenced by the tearing down of the Berlin Wall. E)​The sales era was heavily influenced the rise of capitalism in China.

C)​The marketing era was interrupted by World War II.

Which of the following is a combination of person, cause, and organization marketing? A) UNICEF's work to improve the living conditions of children across the world B) The Nobel Peace Prize for Al Gore for his work on global warming C) Tiger Woods' endorsement of Nike, a sports company and Accenture, a consulting company D) Angelina Jolie's role as a UN Goodwill Ambassador for refugees

D) Angelina Jolie's role as a UN Goodwill Ambassador for refugees

If a firm decides to make a major investment in a firm that supplies raw materials to it, this would be an example of ______________ planning. If a university decides to add courses in ethics and business analysis to its master's degree program, this would be an example of ____________ planning.​ A) ​Tactical, Strategic B) ​Strategic, Organizational C) ​Marketing, Operational D) ​Strategic, Tactical E) Organizational, Tactical

D) Strategic, Tactical

The U.S. database that combines features such as railroads, highways, and rivers with census data such as household income is called: A) ZEBRA (Zoned Environment Business Report Activities). B) AEGIS (American Exploratory Geographic Information Systems). C) PoLeCAT (Population Legally Counted and Typologized). D) TIGER (Topographically Integrated Geographic Encoding and Referencing).

D) TIGER (Topographically Integrated Geographic Encoding and Referencing).

Your marketing team is conducting research to improve your understanding of sampling techniques. You are particularly interested in working with the so-called Millennial Generation and have accumulated the following key data points about the group: 1. They regard themselves as special and need individual attention, which they received throughout their childhood. 2. There are 70 million individuals in this cohort. 3. The total buying power of the group is $100 billion a year. 4. They prefer team-oriented activities, having often taken part in team sports as children. 5. They show conventional preferences for schedules and structure. 6. People in the group range from 20 to 35 years old. 7. They are achievement-oriented, particularly in regard to education, but may also respond negatively to failure. Before you select a sample from the population of Millenials, you want to ensure that you understand the characteristics of this group. Based on the data points listed, what can you conclude about this group? A) ​This group is too small to be an attractive target market. B) This group does not have the financial resources to be an attractive target market. C) ​This group has a strong historical perspective. D) This group likely has a higher average level of education than the general population. E) This group is very independent; its members tend to "go their own way."

D) This group likely has a higher average level of education than the general population.

Which of the following is the reference book that can help marketers track down trade organizations that may have data pertinent to their company? A) The U.S. Government's Survey of Current Business. B) Catalog of U.S Government Publications C) Who's Who in American Industry D) Thomson Gale's Encyclopedia of Associations

D) Thomson Gale's Encyclopedia of Associations.

The fluctuation in exchange rates results in: A) a country employing additional tariffs and quotas on imports to manage fluctuations. B) a relatively rapid economic growth and periods of relative stagnation or decline C) the possibility of an economy reaching short-run equilibrium at levels below or above full employment D) a nation's currency becoming more or less valuable compared with those of other nations

D) a nation's currency becoming more or less valuable compared with those of other nations

When a business purchaser reorders a product that has performed satisfactorily in the past without assessing competing options, the buying situation is called: A) value engineering B) new-task buying C) a modified rebuy D) a straight rebuy

D) a straight rebuy

_____ are strip messages placed in high-visibility areas of frequently visited websites. A) interstitial ads B) engagement ads C) pop-up ads D) banner ads

D) banner ads

The function performed by the gatekeeper in the company buying center is to: A) choose which goods and services will actually be bought B) select a supplier and implement the procedures for securing the goods and services C) inform potential suppliers about the required specifications of the product D) control the information that all buying center members will review

D) control the information that all buying center members will review

Product lines, pricing decisions, selection of appropriate distribution channels, and decisions relating to promotional campaigns are____. A) independent of the impact of external factors B) fixed and unchanging C) determined from a purely retrospective viewpoint D) dynamic in today's boundaryless business environment

D) dynamic in today's boundaryless business environment

The VALS system divides consumers into _____categories. A) six B) seven C) five D) eight

D) eight

As an official sponsor of the Olympics, The Coca-Cola Company engages in _____ marketing. A) place B) organization C) person D) event

D) event

A firm that divides its customers into homogeneous groups based on their locations is said to be practicing _____ segmentation. A) demographic B) product-based C) psychographic D) geographic

D) geographic

A micropolitan statistical area is an area that: A) includes a set a counties within an area of 1-million-plus population B) has a urban center of 50,000 or more inhabitants C) includes two or more primary metropolitan statistical areas D) has at least one town of 10,000 to 49,999 people

D) has at least one town of 10,000 to 49,999 people

Fred Wilson, a journalist working for a popular news channel, has a vast knowledge of electronic gadgets. His reviews of these products are highly regarded and trusted by others. Wilson also runs a weekly show on the channel called "The Technocrat," where he analyzes the latest high-tech gadgets. Much like his reviews, Wilson's show enjoys a wide viewership, and is believed to have a considerable impact on the buying decisions of the audience. Fred Wilson can be regarded as a(n) _________. A) laggard B) relationship manager C) innovator D) influencer

D) influencer

Marketers focus their efforts on setting clear goals in the initial step of a social media marketing campaign because: A) it helps marketers to have control over the content of the marketing message received by the audience. B) it is effective in engaging the target audience in a conversation. C) it helps buyers make final purchase decisions. D) it helps everyone involved in the campaign to aim their efforts in the right direction.

D) it helps everyone involved in the campaign to aim their efforts in the right direction.

Companies must broadly define their goals so they focus on fulfilling consumer needs in order to avoid _____________.​ A) risk taking B) production era thinking C) customer value destruction D) marketing myopia E) unethical marketing

D) marketing myopia

A blog posting, such as a Tweet, that contains only a few words is called a(n) _____. A) edublog B) moblog C) splog D) microblog

D) microblog

The most obvious distinction between not-for-profit and for-profit organizations is: A) not-for-profit organizations market services not goods. B) not for-profit organizations have more exact marketing goals. C) customers of not-for-profit organizations have more control. D) not-for-profit organizations have a different view of what constitutes the bottom line.

D) not-for-profit organizations have a different view of what constitutes the bottom line.

Availability of goods and services at convenient locations creates: A) time utility B) ownership utility C) form utility D) place utility

D) place utility

The process of anticipating future events and conditions and determining the best way to achieve organizational objectives is known as: A) retrospecting B) archiving C) correlating D) planning

D) planning

Marketers in many industries use predictive analytics to: A) poach employees from competitors B) seek additional revenues C) Create a more efficient e-business D) set strategies

D) set strategies

The U.S. Sports and Fitness Federation is determining where they should build their permanent training facility. They want it to be located near a populated center but it must also provide ample access to those who don't reside in cities. The federation is engaged in _____ planning. A) short-term B) economic C) operational D) strategic

D) strategic

The limited occasions when the key requirements of a market and the particular competencies of a firm best fit together are referred to as: A) question marks B) barriers to entry C) threats D) strategic windows

D) strategic windows

Which of the following sections of a social media marketing plan covers the statements of goals and strategies, target audience, budget and the returns as well as the methods for monitoring, measuring, and managing the marketing campaign? A) the executive summary B) the overview of the plan C) the competitive analysis D) the body of the plan

D) the body of the plan

Psychographic segmentation is not an exact science. While it helps to paint an overall picture of the psychological motivations of consumers, those motivations are influenced by countless variables, such as family, occupation, and culture. Select the statement below that gives an accurate description of the effective use of psychographic segmenting.​ A) ​Psychographic segmenting becomes less effective if it links consumer social values with buying behavior B) ​Psychographic segmenting is most effective when applied to domestic markets because global cultures are so varied C) Psychographic segmenting is less effective when it is combined with such other segmenting approaches as demographic and geographic approaches D) ​Psychographic segmentation is effective when it helps to match a company's product offering with the types of consumers who use its products E) AIO statements are the least popular segmenting tool because they present the consumer with an overwhelming amount of information

D) ​Psychographic segmentation is effective when it helps to match a company's product offering with the types of consumers who use its products

As a marketing director, you have developed a line of skincare products focused on current needs that consumers have, including matters like wrinkles, sun effects, fine lines, and exfoliation for both men and women. Selena and her husband David have purchased several products from the skincare line and are satisfied consumers. ​Selena decides to purchase a cream to minimize fine lines because she notices some developing around her eyes. David's brother, André, purchases a product for sun effects after David mentioned how well it worked. Which types of consumer behaviors are exhibited in the scenario above? A) André exhibits an impulse factor and Selena exhibits interpersonal influence. B) ​Selena and André both exhibit interpersonal influence C) André and Selena both exhibit personal factors. D) ​Selena exhibits a personal factor and André exhibits interpersonal influence E) ​Selena exhibits an impulse factor and André exhibits interpersonal influence.

D) ​Selena exhibits a personal factor and André exhibits interpersonal influence

Kelsey has to design a research study to assess the impact of the Internet and mobile applications on work efficiency among all employees of her company. This study will help Kelsey's marketing team decide whether to promote new work tools via mobile applications. She uses a simple random sampling technique to identify her research participants. Kelsey uses a computer software program to randomize the names of the 500 employees of the company and selects 300 to participate in the study. Over the course of one month, study participants are asked to complete a concise questionnaire with five questions followed by a personal interview with a company executive. Which of the following is a drawback of this research design? ​ A) ​Researchers did not have enough time to expedite the study. B) ​The questionnaire used is not clear. C) The sample is too small. D) ​The study lacks confidentiality. E) ​Focus groups can be time-consuming.

D) ​The study lacks confidentiality.

With respect to building an effective web presence, ____________________. ​ A) ​Internet merchants need to attract customers who conduct business on the spot B) ​success should mean the same thing to all businesses C) ​a domain name should be catchy even if it is hard to remember D) ​the speed of the site will be the primary factor in whether people return to the site E) ​the scope of the project determines the objectives of the website

​A) Internet merchants need to attract customers who conduct business on the spot