Exam 1 Quizzes

Ch. 4&5 4.Marketers that include ethical statements in the firm's mission or vision statements are introducing ethics at which stage of the strategic marketing planning process? A. evaluation phase B. implementation phase C. planning phase D. control phase E. idea generation phase

C. planning phase

Ch. 2 5. In 2006, Walmart announced that it would begin selling organic food products. In doing so, Walmart was most likely trying to A. reduce its costs B. Gain government subsidies C. offset cost-based pricing pressure D. attract a different market segment

D. Attract a different market segment

Ch. 4&5 8. Generational cohorts are groups of people of the same generation who have similar __________ because they have shared experiences and are in the same stage of life. A. purchase behaviors B. political affiliations C. regional cultures D. inflationary expectations E. cultural values

A. purchase behaviors

Ch. 4&5 3.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 A. evaluate the legal ramifications. B. engage in brainstorming alternatives. C. identify issues of concern to lawmakers. D. assess impact of its actions beyond the classroom. E. choose a course of action.

B. engage in brainstorming alternatives.

Ch. 3 6. Lauren decides to use twitter to market her hand-painted scarves to other women on her campus. She sets up a Twitter account with the name @uniquedeisign and posts this on her Facebook page, making sure to tweet every few days. Soon Lauren is selling a lot of scarves. Lauren's Twitter is an example of A. microblogging B. media sharing C. thought sharing D. professional networking E> social bookmarking

A. Microblogging

Ch. 3 10. An important measure of social media's effectiveness is the % age of site visitors who take the action the site owner hoped for- making purchases, subscribing to a service, or donating money, for example. This is called the site's A. Conversion rate B. extended network C. Bounce rate D. hits E. click paths

A. Conversion rate

Ch. 3 1. The 4E framework for social media guides marketers in using social media effectively to build and deepen customer relationships. Which of the following is NOT one of the 4Es in this framework? A. engagement B. energy C. excitement D. experience E. education

B. energy

Ch. 3 4. Marketers rely on the three types of social media: social networking sites, thought sharing sites, and A. software application sites B. product review sites C. corporate websites D. media-sharing sites E.. social bookmarking sites

D. media-sharing sites

Ch. 4&5 1. Which of the following does your text suggest as the reason different people have different ethical standards? A. Each individual is a product of his or her culture, upbringing, and other influences. B. Ethical standards depend on what level of the organization one works at. C. Ethical behavior is directly linked to the amount of money one makes. D. Some people focus only on their own personal goals. E. It is not clear why different people have different ethical standards.

A. Each individual is a product of his or her culture, upbringing, and other influences.

Ch 4&5 10. Which generation's members are also known as Millennials? A. Gen Y B. Gen X C. the Digital Natives D. Baby Boomers E. Gen Z

A. Gen Y

CH. 2 2. When conducting SWOT analysis, in what phase od the strategic marketing process is an organization presently engaged? A. Planning B.Segmentation C. Metrics D.Control E. implementation

A. Planning

Ch. 2 6. ______ involves the process of defining the marketing mix variables so that target customers have a clear, distinctive understanding of what a product does or represents in comparison with competing products. A. Positioning B. A sustainable competitive advantage C. A customer excellence strategy D. Market segmentation E. Targeting

A. Positioning

Ch. 2 7. In value-based marketing, the promotion element of the four Ps communicated the _______ to customers through a variety of media A. Value proposition B. Mission statement C. target market definition D. relative market value E. operational excellence strategy

A. Value proposition

Ch. 4&5 7. Which of the following statements accurately describes the current income distribution in the United States? A. Wealthy households are outpacing both poor and middle-class households. B. The middle class is outpacing all other income groups. C. The income distribution among all households is becoming more equal. D. The purchasing power of lower-income groups has been steadily rising. E. Wealthy households are declining rapidly in purchasing power.

A. Wealthy households are outpacing both poor and middle-class households.

Ch. 2 9. Customer retention programs are based on what concept? A. customer relationships should be viewed from a lifetime value perspective B. customer excellence is the easiest macro strategy to follow C. segmentation, targeting, and positioning analysis should not be rushed. D. It is important to maximize profits in the first few months of a customer relationship E. firms must spend large amounts of money to retain customers.

A. customer relationships should be viewed from a lifetime value perspective

Ch. 2 4. Samantha is charged with assessing her company's external environment as part of a SWOT analysis. Samantha will study her company's A. Sales history B. Opportunities and threats C. Strengths and weaknesses D. Pension plan E. Product specifications

B. Opportunities and threats

Ch. 2 10. A market strategy identifies three things: _______, a related marketing mic, and the bases on which the firm plans to build a sustainable competitive advantage. A. a mission statement B. a firm's target markets C. customer value D. marketing metrics E. a product plan

B. a firm's target markets

Ch. 3 7. Which of the following is a pricing model for apps discussed in your text? A. cost-plus B. ad-supported C. premium D. per-use E. data-driven

B. ad-supported

Ch.2 1. Firms achieve _____ through efficient procedures and excellent supply chain management. a.locational excellence B. customer excellence C. Operational excellence D. Customer loyalty E. Value-based pricing

C. Operational excellence

Ch. 4&5 9. Marketers in the United States are paying increasing attention to ethnic groups because A. government subsidies assist marketers attempting to communicate value to these groups. B. they represent a majority of the population in nonurban areas of the country. C. approximately 80 percent of all population growth in the next 20 years is expected to come from minority groups. D. country culture is replacing regional culture as a key marketing consideration. E. they are more susceptible to marketing messages.

C. approximately 80 percent of all population growth in the next 20 years is expected to come from minority groups.

Ch. 3 2. While waiting to be seated at a restaurant, Joylee receives a customer loyalty coupon through an app on her mobile phone for half off a dessert with the purchase of an entree. This use of a location-based software application is designed to promote which of the 4E framework objectives? A. engage B. energize C. excite D. experience E. educate

C. excite

Ch. 3 8. Which type of pricing model for apps prompts customers to make small "micro purchases" to enhance the app itself? A. ad-supported apps B. freemium apps C. in-app purchases D. paid apps E. multi-level apps

C. in-app purchases

Ch. 4&5 6. Yuri is considering a new promotional campaign in which he will compare his products to those of his competitors. Before initiating the promotional campaign, Yuri will assess his competitors' strengths, weaknesses, and A. just-in-time processes. B. satisfaction quotient as perceived by customers. C. likely reaction to his promotional activities. D. ethical values. E. demographics.

C. likely reaction to his promotional activities. .

Ch. 3 5. Instagram is an example of which of the following? A. microblogging B. product review sites C. corporate websites D. media-sharing sites E. social bookmarking sites

D. media-sharing sites

Ch. 4&5 2. To avoid having ethical situations become problematic for a firm, the short-term goals of each employee must A) become secondary to the needs of the remaining stakeholders. B) be reviewed on an annual basis. C) change on a regular basis. D) be overridden by the overall goals of the firm. E) be aligned with the long-term goals of the firm.

E) be aligned with the long-term goals of the firm.

Ch. 2 8. Adrienne decides to add new sales representatives and increase advertising to increase sales in her existing market for her current line of security systems. Adrienne is pursuing a ______ growth strategy. A. segment development B. product development C. market development D. diversification E. market penetration

E. Market penetration

Ch. 4&5 5. When marketers look at advertising media they often begin with viewer or listener profiles such as age, income, gender, and race. They then compare the media profile with their target audience. These marketers are using __________ to see if the media "fit" with their advertising agenda. A. micromarketing measures B. scenario planning C. regional culture D. country culture E. demographics

E. demographics

Ch. 3 3. When the Minnesota Timberwolves encouraged Facebook fans to post a great shot of a dunk onto its Pinterest page for a chance to win tickets to a game, which dimension of the 4E framework was being targeted? A. educate B. experience C. engage D. energize E. excite

E. excite

Ch. 3 9. The elements of the social media engagement processes are A. listening, reacting, and correcting B. exciting, listening, and doing C. analyzing, developing, and engaging D. listening, engaging, and evaluating E. listening, analyzing, and doing

E. listening, analyzing, and doing

Ch. 2 3. Which of the following is least likely to provide a sustainable competitive advantage? A. achieving high levels of customer satisfaction B. having a well-known brand name C. creating an efficient supply chain D. lowering prices E. using patented technology

D. Lowering prices