MKT 3210: Intro to Marketing Exam 1

Berman Electric, a chain of appliance stores in North America, caters to a wide range of customers. It has a marketing organization in which different operational specialists head different marketing activities. Berman Electronics is a(n)________.

Functional organization

Which of the following generations is the most educated to date?

Generation X

Governments develop public policy to _______.

Guide commerce

Which consumer group tends to show more brand loyalty and makes shopping a family event, with children having a big say in the purchase decision?

Hispanic Americans

The fourth step in gathering insights into the marketplace and customers is______.

analyzing and using marketing information.

An MIS user should most likely be able to ________.

develop customer insights

A mission statement serves as________.

Statement of the organization's purpose

Government agencies design_______ to encourage energy conservation and discourage smoking, excessive drinking, and drug use.

Social marketing campaigns

Some marketing analytics employ__________, technology by which machines think and learn in a way similar to the human mind.

Artificial intelligence

A company's broad mission leads it to develop all of the following EXCEPT_________.

Budget objectives.

The interrelated departments within a company that influence marketing decisions form the _______ environment.

Company

Which of the following statements is true regarding competitive marketing intelligence?

Competitive marketing intelligence relies upon publicly available information.

The_______ is the sum of the ongoing experiences consumers have with a brand that affect their buying behavior, engagement, and brand advocacy over time.

Customer Journey

Ralph Goldsmith works for Zenith Inc., a leading cosmetic company based in Illinois. At Zenith, Ralph's primary responsibility revolves around digging deeply into customer data to gain valuable insights about customer needs, motives, and attitudes. This data is, in turn, used by Zenith to personalize its customers' shopping experiences. Ralph's position at Zenith requires him to focus primarily on ________.

Customer relationship management

________ marketing is practiced by an organization that understands and anticipates customer needs even better that customers themselves do and creates products and services to meet current and future needs.

Customer-driving

Josie's FarmFresh creates sustainable, all-natural food products. These products are most likely to become popular with which group?

Environmentally conscious

A marketing plan begins with a(n) _______, which presents a brief summary of the main goals and recommendations of the plan for management review.

Executive summary

In________ research, the objective in the gather preliminary information that will help define the problem and suggest hypotheses.

Exploratory

After a research instrument is selected, the next step in the marketing research process is ________.

Implement the research plan

Which of the following is characteristic of online social networks?

Interactive media content

Which of the following is true about internet-based survey research?

Internet-based survey research is characterized by high speed and low costs.

Which of the following is true with regard to a SWOT analysis

It evaluates the company's overall strengths.

Facebook, Snapchat, and LinkedIn are all examples of ______.

Social networks

According to the Boston Consulting Group approach, _________ provides a measure of market attractiveness.

Market growth rate

Paul Robinson has identified a group of potential customers who seem to respond in a similar way to a series of magazine and radio advertisements for his company's product. Paul has identified a(n) ________.

Market segment

_______ refer(s) to meaningful sets of marketing performance measures in a single display used to monitor strategic marketing performance.

Marketing dashboards

Which of the following is a component of a firm's microenvironment?

Marketing intermediaries

Fargo Inc. is a carbonated beverage manufacturer that has many manufacturing plants around the world. It is planning to shift from using thermal power to wind power for its manufacturing plants in the Netherlands to decrease dependency on nonrenewable sources of energy. This scenario depicts Fargo's concern for its ________ environment.

Natural

Omega Inc. makes lightweight sunglasses with 100-percent UV protection for people who love to hunt, hike, and ride bikes. The company's long-term plans include the development of lenses that, in addition to protecting users from UV rays, would help reduce lens spotting through effective water-sheeting methods. This new feature would be valuable to people who fish. Given the rising popularity of recreational fishing in the United States, Omega products clearly have a huge market potential. In terms of a SWOT analysis, Omega has recognized a market ________.

Opportunity

Which of the following is a potential downside to using patriotic themes in marketing programs?

Patriotism could be viewed as an attempt to cash in on the nation's emotions.

A buyer's decisions are influenced by________ such as the buyer's age and life-cycle stage, occupation, economic situation, lifestyle, personality and self-concept

Personal characteristics

Which of the following is an element of the marketing mix?

Place

Which of the following is NOT part of Maslow's hierarchy of needs?

Spiritual needs

When demand for athletic shoes produce by Nike and endorsed by Michael Jordan is high, Nike limits how many pairs of shoes are manufactured. This action maintains strong demand by limiting supply. This decision contradicts the philosophy which marketing concept?

Production concept

In collecting primary data, marketing researchers have a choice of two main research instruments,_________.

Questionnaires and mechanical devices.

Babita Singh, a 51 year-old schoolteacher from Los Angeles, believes that people should choose a profession they like, which is an example of Babita's________.

Secondary belief

Which of the following statements regarding social classes in the United States

Social Classes show distinct product preferences in clothing and automobiles.

Cathy's Clothes is a small yet successful retail chain that sells women's clothing and accessories with a focus on buyers who have relatively modest means. For this specific purpose, the firm has rolled out several marketing initiatives aimed at women of a specific demographic. This is an example of ________.

Target marketing

Which of the following is true with regard to strategic planning?

The focus of strategic planning is to define a game plan for long-run survival and growth.

Which of the following is an advantage of telephone interviews?

The speed with which data is collected is high.

_________ traditionally has been considered the main purchasing agent for the family in the areas of food, household products, and clothing, although this is changing as more work outside the home.

The wife

Marketing is managing profitable customer relationships.

True

Marketing is defined as a social and managerial process by which individuals and organizations obtain what they need and want through ________.

Value creation and exchange

The market researchers at HoneyCamp Foods gather daily sales data and sort it by product line and region. With the help of sophisticated tools and techniques, they develop the data needed by marketing managers to evaluate the market share of the company's different products and also to gain valuable market insights. This mix of people and procedures at HoneyCamp Foods that generate actionable marketing insights represents a(n)________.

marketing information system

Rachel loves fashion and is always seen wearing the trendiest fashion outfits. She actively shares her knowledge with a wide group of friends and colleagues about where to shop for the latest fashion at great deals. Most of her friends and colleagues follow her fashion tips. Rachel portrays the image of a(n) ________.

opinion leader

James has decided to buy a new vehicle. His brother John has recently purchased a new truck and recommends the same model to James. James finally decides to buy the same truck. Which of the following sources of information has most likely influenced James' purchase decision?

personal sources

In the context of a company's marketing mix, ________ includes company activities that make the product available to target consumers.

place

Subcultures include nationalities, religions, geographic regions, and ________.

racial groups.

People cannot focus on all of the stimuli that surround them each day. A person's tendency to screen out most of the information is called ________.

selective attention

Marketing in the non-profit sector is applied in all but which of these ways?

to publicize the organization's supporters