MKT 340 Midterm
Kellogg's marketing communications about its Special K cereal appeal almost exclusively to women. This is an example of __________ segmentation.
Demographic
Marketers must determine the price of a product carefully, based on potential buyers' beliefs about
Its value
Which social media users spend online more than 2.5 times as much as an average U.S. consumer?
Before flying, Jorden researches the types of planes the airline uses, scans the plane for defects as it taxis up to the terminal, and follows the pilot and crew as they come through the airport. He has no experience as a pilot or airplane mechanic. Jorden probably has a misguided sense of his
Locus of control
Tomas, a bank employee, doesn't feel that his coworkers accept him. He decides to dress more casually, as they do, hoping to be accepted. Which level of Maslow's hierarchy of needs is Tomas trying to work on?
Love
The consumer decision process model represents
The steps that consumers go through before, during, and after making purchases
What is the most basic corporate social responsibility to employees?
To ensure a safe working environment
All of the following are included in the decision-making metric except
The likablility test
________ segmentation is the segmentation method most directly related to satisfying consumers' needs and wants.
Benefit
How a product or service will be conceived or designed, how much it should cost, where and how it will be promoted, and how it will get to the consumer are all elements of
A marketing plan
In the ethical decision-making metric, the question that asks "Would I want the person I admire most to see me doing this?" applies to the
Admired observer test
All of the following statements regarding corporate social responsibility are true except
Afirm's responsibilities to society are not associated with the demands, expectations, requirements, and desires of various stakeholders
Generally speaking, which one(s) of the below is an advantage of digital marketing?
All of the above
After a firm has identified the various stakeholders and their issues and gathered available data related to an ethical decision-making situation, ________ should engage in brainstorming and evaluating alternatives.
All parties relevant to the decision
56% of online shoppers start their product searches on which online site?
Amazon
Segmentation, targeting, and positioning
Are part of a firm's marketing strategy
A company that sells only multigrain, low-calorie bread should use a(n) ________ targeting strategy.
Concentrated
Four frequently used targeting strategies are the micromarketing, undifferentiated, differentiated, and ________ targeting strategies
Concentrated
When marketers work in controversial or polluting industries such as tobacco or fossil fuels, their central activities largely bar them from becoming
Conscious marketers
________ entails a sense of purpose for the firm that is higher than simply making a profit by selling products and services
Conscious marketing
Before going on his first business trip to China, Bradley asked his Chinese American friend to advise him on customs and values common among the Chinese businesspeople he will likely encounter. Bradley is trying to avoid ________ business blunders.
Cultural
Customer retention programs are based on what concept?
Customer relationships should be viewed from a lifetime value perspective rather than on a transaction-by-transaction basis
Psychographics is the segmentation method that delves into how consumers
Describes themselves
Adidas Group owns Reebok, Rockport, and TaylorMade brands. Adidas uses the different brands to pursue a(n) ________ strategy.
Differentiated targeting
What type of media is this? Mentions (from third parties) Shares (from third parties) Reposts (from third parties) Reviews (from third parties)
Earned
According to one definition, CSR can be described as context-specific actions and policies, taking stakeholders' expectations into account, to achieve what is referred to as the triple bottom line. The triple bottom line includes ___________________ performance.
Economic, social, and environmental
The Harvest County School Board is concerned about deteriorating school facilities, combined with a shrinking budget. The board began by studying the issue, and then identified parents, children, teachers, staff, and taxpayers as groups who have a vested interest in the problem. The school board has listened to each group's concerns. In the ethical decision-making framework, its next action should be to
Engage in brainstorming alternatives
Which of these is not one of the 4E Framework of Digital Marketing?
Entertain
The first step in the marketing planning process (developing a marketing plan) is to...
Establish overall strategy or objectives
Caren has identified four potential market segments for her Rent-A-Chef home meal catering service. The next step is to
Evaluate the attractiveness of each segment.
Postpurchase cognitive dissonance is especially likely for products that are
Expensive, infrequently purchased, or associated with high levels of risk.
Kia has to decide which college to attend. This is the most important, riskiest, and most expensive decision she has ever made. She will be engaged in
Extended problem solving
True or false. A complex product that is best described in writing will be difficult to explain to consumers who are unable to read. For this reason, a segment in which many consumers could not read would be considered unattractive because the consumers would not be responsive.
False
True or false. CTA, CPM, CRM and SERP are all metrics.
False
True or false. Call to action is a button at the end of a video or display ad that allows customers to click to call the advertiser.
False
True or false. Native ad is another name for bumper ad.
False
True or false. One of the advantages of search engine optimization is that the advertiser only pays when someone clicks on its URL.
False
True or false. Retargeting is a popular form of search engine marketing.
False
True or false. STP refers to segmentation, testing, and promotion.
False
True or false. Setting high customer expectations is a good strategy that will help avoid customer dissatisfaction in the long run.
False
True or false. The four Ps of the marketing mix include product, price, place, and positioning.
False
True or false. The goal of pay-per-click advertising is to have high: click-through rates, conversion rates, and bounce rates.
False
True or false. The requirements of sustainable competitive advantage are that it easy to be copied and can be maintained over a long period of time.
False
True or false. The top three digital advertising platforms are Google, Amazon and Facebook in that order.
False
True or false. When a manufacturer sells truck and car parts to Toyota, this is an example of B2C marketing.
False
By producing motorcycles that do more than get riders to their destinations and back, Harley-Davidson is addressing consumers' ________ needs.
Functional and psychological
The Tapestry™ Segmentation system divides and sorts small geographic areas into categories using 65 or more demographic and lifestyle characteristics. This market research tool is an example of ________ segmentation.
Geodemographic
Marketers love consumers who engage in ________, buying their company's product with little thought or consideration of alternatives.
Habitual decision making
Consumers use and process different aspects of advertising or messages. ________ yields greater attention and deeper processing, and leads to strong attitudes and purchase intentions.
High involvement
Juan has identified four potential market segments for his Rent-A-Nurse service. He will now compare the segments to see if they are distinct from each other. Juan is evaluating whether or not each segment is
Identifiable
Hisaoki picks up the local newspaper and reads a stinging letter to the editor criticizing his beverage company for supporting a sporting event for children with disabilities. The letter writer is critical of a banner displayed at the event with the logos of alcoholic beverages and Hisaoki's company name. Hisaoki never considered that this problem might arise. Hisaoki's company failed to
Identify issues
Most big box retailers regularly move products from one aisle to another. They also put personal care products in the pharmacy area, many aisles away from the grocery products. They do this because consumers who spend more time walking through the store are likely to buy things they hadn't planned to buy, or make
Impulse purchases
When Kyle began searching for a new car to replace her old, rusty one, she probably relied on ________ sources of information.
Internal and external
Marketers are particularly interested in postpurchase behavior because it
Involves actual rather than potential customers.
The strategic marketing planning process
Is not always sequential
Many states create licensing requirements for a variety of professionals (such as lawyers and accountants) designed to restrict entry into their market by professionals from other states. This strategy limits ____________ growth strategies.
Market development
Which of the following is true of marketing?
Marketing affects various stakeholders
The sale of products that may damage the environment, the use of sweatshop labor, and the marketing of dangerous products are examples of
Marketing ethical issues
Many companies use the Internet to allow consumers to design customized products; for example, Nike allows customers to order shoes with custom color combinations. This is a form of
Micromarketing
The ________ for natural skin care company Burt's Bees is to "create natural, Earth-friendly personal care products formulated to help you maximize your well-being and that of the world around you."
Mission statement
A(n) ________ is a need or want strong enough to cause a person to seek satisfaction.
Motive
Which of the following segmentation methods is being used when M&M's offers special wedding-themed packaging for customized M&M's (imprinted with the names of the bride and groom)?
Occasion segmentation
Samantha is charged with assessing her company's external environment as part of a SWOT analysis. Samantha will study her company's
Opportunities and threats
What type of media is this? Company website Company blog(s) Company social media
Owned
What type of media is this? PPC Display ad Retargeting Social media ads
Paid
Limited problem solving usually relies on
Past experience more than on external information.
Generally, people buy one product or service instead of another because they
Perceive it to be the better value for them
The first objective in the evaluate performance phase of the marketing planning process is to
Review implementation programs and results using metrics
Which of the following is not one of the categories in Boston Consulting Group's Portfolio Analysis Model:
The long tail
Katy has naturally curly hair and has often been disappointed with the haircuts she has received. When she moved to a new town, she approached her new office mates and several strangers with curly hair and asked them where they had their hair cut. She chose to spend considerable effort finding a new hair stylist based on the ________ associated with her purchase decision.
Performance risk
In the ________ stage, a firm will decide what level of commitment to its ethical policies and standards it is willing to declare publicly and how the firm plans to balance the needs of its various stakeholders.
Planning
The main focus of ___________________ is how a product compares with its competition.
Positioning
Whenever Donald calls on potential pest control customers, he emphasizes the fact that, unlike the national franchise competitors, he is a local business person and has been in business over 20 years. Donald is __________ his business relative to his competition.
Positioning
__________ involves efforts to ensure that target customers have a clear, distinctive, desirable understanding of the firm's offerings relative to competitors' offerings.
Positioning
Which of the following is not one of the macro or overarching strategies for sustainable competitive advantage:
Price excellence
Which element of the marketing mix is most relevant to the activity "creating value"?
Product
Bryan wants to sell personal website services to American soldiers in Afghanistan. Because of the difficulty of communicating with people in a war zone, Bryan may have trouble with this segment not being
Reachable
Caren has identified four potential market segments for her Rent-A-Chef home meal catering service. She will now evaluate whether or not each segment is attractive relative to all of the following except
Realistic
Conscious marketing encompasses all of the following overriding principles except
Recognition of the company's bottom line
Which of the following is not one of the four major growth strategies marketers typically utilize?
Segment development
Pauline is about to open a new hardware store. She is making decisions regarding lighting, colors, and layout of merchandise. Pauline knows these ________ factors will influence consumers' purchase decisions.
Sensory
When Walmart issued new standards for livestock products that were raised on food without antibiotics or artificial growth hormones, it considered multiple ________, including the ranchers that supply the food, its customers, and animal welfare groups.
Stakeholders
Marta is concerned that one of the potential market segments she has identified for her dog grooming service is too small and has too little income to have sufficient buying power. Marta is concerned with whether the segment is
Substantial
There is a saying "Never go to the grocery store hungry." This saying suggests that a consumer's ________ state may adversely affect purchasing decisions.
Temporal
The greater the discrepancy between a consumer's needy state and the desired state, the greater
The consumer's need recognition will be
True or false. Attribution is an attempt at measuring the level of success of each form of marketing a company uses.
True
True or false. CRM is a tool used for both lead nurturing and customer retention.
True
True or false. CTR, CPC, CPL and ROAS are all metrics.
True
True or false. Each of the following have over 1 billion users: Facebook Google Search Engine Gmail Android Chrome Google Maps YouTube Google Play Store Google Drive Google Photos
True
True or false. Key corporate social responsibility (CSR) stakeholders typically include all of the following: the firm's employees and their families customer groups members of the community the environment the firm's partners and competitors
True
True or false. Paid search ads and organic listings are both found on a SERP.
True
True or false. The Golden Rule test asks the question, "Would I like to be on the receiving end of this action and all its potential consequences?"
True
True or false. To build relationships, firms focus on the lifetime profitability of the relationship, not how much money is made during each transaction.
True
True or false. Understanding the marketplace and a customer's needs and wants is fundamental to marketing success.
True
For products like clothes pins, which provide the same benefit for all consumers, marketers should probably use a(n) ________ strategy.
Undifferentiated targeting
When Victoria's Secret offers different product lines, such as its Pink line, it is trying to capture the market by
Using segmentation, targeting, and positioning.
All of the following are questions posed in the ethical decision-making metric except
Will this action help advance my career?
New real estate disclosure regulations require sellers and their agents to tell prospective buyers about any existing problems with the property. Previously, they were expected only to answer buyers' questions. The new regulation addressed the marketing ethics problem of
Withholding Information
Which social media site is best suited to help consumers experience a product before buying?
YouTube
The ethical decision-making framework includes all of the following steps except
promote the firm's corporate social responsibility efforts.
