Marketing (Multiple Choice Portion) Exam 2

Amazon boasts a very high ... when using banner ads placed on CNN.com based upon the percentage of people who are exposed to the advertisement and follow the link to view the advertisement.

click-through-rate

It is crucial for marketers to focus their marketing strategies on opinion leaders in a group as opinion leaders:

represent the trendsetters who purchase products before others in the group and then influence the buying decisions of other group members

You've created a website for selling used cars that's truly unique. For every car on your site, you show the Kelly Blue Book value and provide background details that explain why the car is priced how it is. Which benefit should you emphasize the most to attract your target market?

access to product/ service information

Since launching her Instagram account promoting her hand-painted scarves six months ago, Selina has seen anywhere from a 17 to 24 percent increase in new followers each month. She's really happy with this level of...

activity

In drafting your firm's written policy for the ethical use of social media, you want to be simple and clear. You decide to write a memo with just three points that summarize the most important ethical guidelines. These include all of the following except:

be efficient

Jason's Foods is a manufacturer of organic food products. The company is planning to market its products through social media sites and has developed effective strategies for the marketing campaign. The marketing team plans to use messages that focus on the health benefits of organic foods in order to generate greater awareness about its products and engage its target audience in the conversation. In doing so, the marketing team of Jason's Foods would be engaging in ...

content marketing

The Metrics Group is a firm that helps companies improve the performance of their websites. The firm rates the effectiveness of the website based on the percentage of website visitors making purchases through the site. Which of the following measures being used by the firm while assessing the effectiveness of the websites?

conversion rate

A person's values, beliefs, preferences, and tastes are often handed down from one generation to the next. There factors may change over time, but an individual's basic core values do not. These factors are important environmental determinants of consumer behavior. These items are commonly referred to as:

culture

Mateo recently graduated from high school and it's always been assumed that he would go to college after graduation. His family believes education is important to success in life and knows that Mateo will be able to achieve success with a combination of hard work, persistence, and knowledge. Mateo has been influenced by...

culture

During the search step of the consumer decision, the consumer:

gathers information about the attainment of a desired state of affairs

Marketers can attempt to shape the outcome of the post purchase evaluation by:

offering personal assistance with any problem experienced with the product.

The LifeguardStore.com is an Internet-based business serving customers by providing products that meet their swim, lifeguard, or facility needs. The company offers a dedicated team of consultants to work with swim teams across the globe to design and deliver apparel appropriate for their needs. Once designed, a dedicated web portal is created, so members of the swim team can purchase their items directly from TheLifeguardStore.com. The ability to customize products for swim teams is an example of the ... capability of e-marketing.

personalization

Elizabeth had her car all packed and was ready to head home for semester break. However, when she tried to start her car the battery was dead. She remembered that the last few times she tried to start her car it seemed like the battery was weak. Now, it was clear she would have to get a new battery. Elizabeth is in what stage of the consumer decision process?

problem or opportunity recognition

In which of the following steps of the consumer decision-making process does the marketer try to help the prospective buyers identify and identify potential needs?

problem or opportunity recognition

While making purchasing decisions, consumers may be influenced by ... factors which include physical surroundings or a buyer's mood and condition.

situational

... are determined by occupation, income, education, and family background.

social class categories

Eons.com is a website for baby boomers that allows members to find friends, share experiences on various topics, and post photos and videos. It also provides information on health, fitness, retirement and insurance, and access to various special interest groups. Eons.com is an example of a ...

social networking site

... are websites that provide virtual communities for people to share daily activities and increase their circle of online friends.

social networking sites

Kayla tells Dylan she's thrilled that her new hair accessory website has had 3,426 page views in the last 30 days. Dylan informs her that a better measurement of potential revenue is:

the click-through-rate

In the area of self-concept theory, the real self is:

the objective view of the total person