MKTG350 CH. 1-10 Quizzes
A meat-packing company discovers that six months ago it unknowingly distributed meat from a cloned cow. The firm is unaware of any specific risks to humans consuming the meat; however, some scientists have raised questions, and some consumers are afraid of possible future problems. The meat company has to decide whether or not to make this matter public. How should it begin the process of making an ethical decision? Brainstorm the available alternatives. Ask its managers to vote for or against public disclosure. Let the board of directors decide what to do. Identify the issues raised by the situation. Find out who purchased the meat and offer them refunds in return for their silence.
Identify the issues raised by the situation.
How might Starbucks ensure that it behaves in a socially responsible way toward members of its supply chain? It can pay its employees minimum wage as required by law. It can use cups made from recycled paper. It can offer healthy drinks and snacks in its stores. It can purchase coffee beans from suppliers who pay coffee growers a fair price. Social responsibility isn't relevant where channel partners are concerned; it has to do with serving society as a whole.
It can purchase coffee beans from suppliers who pay coffee growers a fair price.
Mercedes-Benz bypassed Facebook for ________ for its social media campaign since its professional audience is more in line with Mercedes' target customer base. Amazon LinkedIn Twitter YouTube Google Analytics
Which of the following is true of marketing? Marketing affects various stakeholders. Marketing plays no role in creating value. Marketing is about satisfying the company's needs and wants. Marketing requires place, product, promotion, and perception decisions. Marketing is performed by organizations, not individuals.
Marketing affects various stakeholders.
________ provides a detailed, multipronged "Statement of Ethics" that can serve as a foundation for marketers. Johnson & Johnson The American Marketing Association The Mayo Clinic A group of well-respected marketing executives The Advertising Association of America
The American Marketing Association
CH.4 - Conscious marketing encompasses which of the following overriding principles? The recognition of marketing's focus on sales at any cost. Ignoring the company's bottom line. The lack of consideration for stakeholders and their interdependence. The presence of corporate leadership, creating a corporate culture. The understanding that decisions are solely based on economics.
The presence of corporate leadership, creating a corporate culture.
Introducing newly developed products or services to a market segment the company is not currently serving is called product development. market development. market penetration. diversification. product proliferation.
diversification.
At the Mallana Resort, located in Florida, a Twitter concierge stays in constant contact with its guests. If a guest has a problem or question, the answer is just a hashtag away. This is an example of the impact of which of the following? dynamic effect network effect connected effect interconnected effect information effect
dynamic effect
Maxim's Complete Cameras offers its customers an interactive website to help them choose the best camera for their lifestyle. But the site's most-used feature is its user blog in which customers—both satisfied and unsatisfied—talk about products they have purchased, and the service received at Andrew's. The user blog best describes which of the 4E frameworks for the store's customers? engage energize excite experience educate
engage
Best Buy provides their loyal customers with a relevant coupon based on previous purchases through their mobile phone, while they are in the store. This represents the _____ aspect of the 4E framework of digital marketing. engage energize excite experience educate
excite
CH. 3 - While waiting to be seated at Joes' Bar and Grill, Nadine receives a customer loyalty coupon through an app on her mobile phone for half off an appetizer or dessert with the purchase of an entrée. This use of a location-based software application is designed to promote which of the 4E framework objectives? engage energize excite experience educate
excite
CH.1 - Nice 'n Easy sells handcrafted furniture. They have also recently begun offering appraisals of customers' antiques. Nice 'n Easy is expanding from offering just services to also offering goods. implementing a market segmentation strategy. capturing value through multiple pricing strategies. expanding from offering just goods to also offering services. increasing customer value through inflated appraisal evaluations.
expanding from offering just goods to also offering services.
Amelia wants a very professional look for an interview with an accounting firm. A friend tells her about Your Look, a site that allows potential customers to virtually try on clothes and see what looks best. It even offers an interactive "custom fit" feature. After checking out her options, Amelia takes her measurements and orders a pantsuit without ever leaving her office. Virtually trying on a suit best describes which of the 4E framework objectives? engage energize excite experience educate
experience
It is not unusual to see firms offering free product samples in grocery stores to let customers try the product before buying it. Similarly, in today's world of digital marketing, one can read a chapter of a book before buying it or watch YouTube videos on different ways to use a product. All of these scenarios are aimed at which aspect of the 4E framework? engage energize excite experience educate
experience
How is the cost to companies and entrepreneurs using Google Analytics calculated? a few cents per 100 hits correlation to conversion rates of website flat fee free for individuals; corporate rates based on usage free for everyone
free for everyone
What is the focus of a firm that develops a relational orientation with its customers? relating product knowledge to customers' interests gaining profit from each customer transaction generating profits quickly before customers shop elsewhere working with competitors to simplify product offerings for customers gaining lifetime profitability from customer relationships
gaining lifetime profitability from customer relationships
Lamar owns four delis in the suburbs of Chicago, Illinois. He recently updated his STP analysis and has just finished adjusting his marketing mix based on the STP results. His next strategic marketing decision will most likely involve determining how a new housing development will impact his business. which employees to promote or fire. how to allocate resources among his four stores. what new government regulations might create opportunities or threats. when to shift from a customer excellence to an operational excellence strategy.
how to allocate resources among his four stores.
During which step of the marketing planning process does a firm engage in segmentation, targeting, and positioning? conduct a situation analysis implement marketing mix identify and evaluate opportunities phase evaluate performance using marketing metrics define business mission and objectives
identify and evaluate opportunities phase
Gerard has just purchased a beer distributorship. He wants to increase the visibility of his firm in local markets, but he knows there are a number of regulations and socially accepted practices associated with promoting alcoholic beverages. The first thing Gerard should do is to identify issues that need to be addressed. promote the firm's corporate social responsibility efforts. gather information and identify stakeholders. brainstorm alternatives. choose a course of action.
identify issues that need to be addressed.
As a retail clothing store manager, Ricardo frequently asks his staff what customers are saying and what they are asking for. He also attends the quarterly clothing show at the regional merchandise mart. Ricardo's efforts will likely help him avoid cognitive dissonance. implement just-in-time marketing promotions. identify potential opportunities avoid the need to understand regional culture. achieve cost savings.
identify potential opportunities
When designing a digital marketing campaign, the first step is to develop the budget. develop the campaign. monitor and change. identify the strategy and goals for the program. identify the target audience.
identify the strategy and goals for the program.
Vikram's company manufactures industrial ladders. He is concerned that consumers who do not understand ladder safety will purchase these extra-tall ladders and injure themselves. During which phase of the strategic marketing planning process should this issue be addressed? control planning implementation design ethics
implementation
By promoting jeans based on youth, style, and quality, Levi's is attempting to influence norms regarding age encourage consumers to participate in product redesign. stimulate supply chain management cooperation. increase the perceived value of its products. demonstrate social responsibility.
increase perceived value of its products
The three-stage process that firms use to engage customers through social, online, and mobile media involves listening analyzing, and correcting. listening, analyzing, and doing listening, accomplishing, and reviewing. reviewing, analyzing, and implementing. implementing, reviewing, and correcting.
listening, analyzing, and doing
By using social media ________ on their mobile phones, customers can check in with HappyCow to find nearby vegetarian restaurants. coupon group chat influencer location-based apps Correct rating sites
location-based apps
Most banks now have customer relationship software that, when a customer contacts the bank, tells the service representative what types of accounts, loans, and credit cards the customer currently has. Service representatives use this information to sell some of the other services the bank currently offers to these customers. This is a ________ growth strategy. product proliferation market development market penetration diversification product development
market penetration
The sale of products that may damage the environment, the use of sweatshop labor, and the marketing of dangerous products are examples of internal, controllable marketing issues. issues that don't even need to be discussed in ethical firms. marketing issues but not ethical issues. marketing ethical issues ethical issues but not marketing issues.
marketing ethical issues
Marketing traditionally has been divided into a set of four interrelated decisions and consequent actions known as the marketing philosophies. marketing mix. marketing fundamentals. target markets. marketing channels.
marketing mix
Elena knows her firm must look at everything it does from a consumer's point of view. One major difficulty is that consumers' ________ change(s) over time. ethnic background needs, wants, and ability to purchase culture just-in-time processes demographics
needs, wants, and ability to purchase
Because it was able to deliver merchandise overnight, in the required quantities and at a lower delivered cost than its competitors, Tim's Sports Shack was given exclusive rights to sell clothing with school logos for the school district. Tim's demonstrates ________ excellence. product place customer operational locational
operational
Firms achieve ________ through efficient procedures and excellent supply chain management. customer excellence locational excellence customer loyalty value-based pricing operational excellence
operational excellence
Roderick is charged with assessing his company's external environment as part of a SWOT analysis. Roderick will study her company's strengths and weaknesses. sales history. pension plan. product specifications. opportunities and threats.
opportunities and threats.
After defining the business mission, what should a firm do next to develop a marketing plan? conduct an STP analysis perform a situation analysis develop a positioning strategy select a target market implement the four Ps
perform a situation analysis
E-books, in addition to being an alternative product form, provide ________ value creation since they can be downloaded via the Internet immediately when and where they are needed. product place promotion price primary
place
In recent years, cellular (mobile) service providers have worked hard to eliminate "dead zones," providing customers with service wherever they traveled. By working to make the network available in more locations, cellular service companies were focusing on ________ value creation. product price promotion place financial
place
Jeffrey is going to sell sporting apparel, which he has already purchased from manufacturers, and has signed a deal agreeing to the volume he will sell monthly. He has researched his competition, talked to some customers, and decided on prices he will charge. Jeffrey has also developed a plan for promoting his business. Based on this description, which element of the marketing mix does Jeffrey still need to work on? planning product price promotion place
place
Marketers that include ethical policies and standards in the firm's mission or vision statements are introducing these concepts at which stage of the strategic marketing planning process? implementation phase control phase planning phase evaluation phase idea generation phase
planning phase
Many small businesses whose competitors are national franchises advertise "we are locally owned" or "we have been serving the community since 1951." These claims are part of these firms' business mission. market segmentation strategy. positioning strategy customer excellence strategy. target market.
positioning strategy
Starbucks carefully crafts its offerings and advertising message, and it strategically sets prices and selects locations to appeal to its target market. These efforts represent Starbucks' value-based promotions. market segmentation. positioning strategy. customer excellence strategy. target marketing.
positioning strategy.
Marketers who design and offer new products and services to their existing customers are pursuing a ________ growth strategy. product proliferation market development market penetration diversification product development
product development
Tandy's Styles involves its customers in the process of developing new products. In this way, it can benefit from current customers' insights and develop new products that will meet these customers' needs. Tandy's is pursuing a ________ growth strategy. diversification market development market penetration product development product penetration
product development
Henry Ford's statement, "Customers can have any color they want so long as it's black," typified the ________ era of marketing. production-oriented sales-oriented market-oriented value-based marketing retailing-oriented
production-oriented
Binder & Sons is considering buying out a competing firm and closing most of the competitor's factories. The firm has identified the various stakeholders and their issues and gathered the available data. Everyone with an interest in the issue has engaged in brainstorming and evaluating alternatives. Management reviewed and refined the alternatives, and then chose a course of action. If the managers are not confident about the decision, they should lower their offering price for the competing firm. reexamine their alternatives. consult customers. trust their instincts and move forward. choose the least risky option.
reexamine their alternatives.
From a marketing perspective, what role is played by professional bloggers? engaging customers on behalf of companies introducing new products to the marketplace sharing videos and photos of products recruiting employees reviewing and giving product and service recommendations
reviewing and giving product and service recommendations
During the ________ era, firms had excess capacity and used personal selling and advertising to generate customers. production-oriented sales-oriented market-oriented value-based marketing retailing-oriented
sales-oriented
As part of her company's SWOT analysis, Selima is assessing the company's internal environment, including competition. the economy. strengths and weaknesses. demographics. opportunities and threats.
strengths and weaknesses.
Marketing channel management is also known as endless chain marketing. a transactional orientation. wholesaling. production management. supply chain management.
supply chain management
The wine industry closely watches consumer satisfaction feedback. For years, French wineries consistently had the highest levels of customer satisfaction, creating a(n) ________ for these companies. strategic marketing plan clear mission statement operational advantage sustainable competitive advantage diversification strategy
sustainable competitive advantage
Which of the following is true with regard to mobile advertising? Within just a couple of years, mobile advertising will be a smaller market than digital advertising. Within just a couple of years, mobile advertising will be a bigger market than digital advertising.Correct Within just a couple of years, the mobile advertising market will be equal to that of the digital advertising market. Companies no longer advertise using mobile marketing. The approach and marketing plan of mobile advertising is the same as the approach and marketing plan of digital advertising.
Within just a couple of years, mobile advertising will be a bigger market than digital advertising.
The basic difference between a good and a service is that a good provides intangible benefits. can be physically touched. is always less expensive than a corresponding service. generates greater interest among consumers. is more quickly forgotten by consumers.
can be physically touched.
Approximately 80 percent of all population growth in the United States the next 20 years is expected to come from African American, Hispanic, and Asian communities. The challenge for marketers is to determine whether a group's culture is socially important. is passed from generation to generation orally or by written guides. competes with or complements U.S. traditional culture. can be used as a relevant identifier for a particular target group. is an important immediate marketing environment variable.
can be used as a relevant identifier for a particular target group.
The idea of value-based marketing requires firms to charge a price that covers costs and generates a modest profit. includes the value of the effort the firm put into the product or service. captures the value customers perceive that they are receiving. prioritizes customer excellence above operational excellence. matches competitors' prices.
captures the value customers perceive that they are receiving.
When clients work with their investment advisers, they ________ their investment portfolios. cocreate discover initiate balance expand
cocreate
The process of value ________, in which customers collaborate in product design, often provides additional value to the firm's customers. cocreation positioning delivery chain management based marketing
cocreation
What effect of social media engagement is achieved when individuals post a picture to Instagram, upload a video to YouTube, or share a link to an article they have liked on Facebook? timelessness effect dynamic effect network effect information effect connected effect
connected effect
When marketers work in controversial or polluting industries such as tobacco or fossil fuels, their central activities largely bar them from becoming ethical human beings. conscious marketers profitable. successful. recognized.
conscious marketers
When companies embrace ________, they appeal not only to their shareholders but also to all of their key stakeholders. social media conscious marketing CSR profit-sharing conscious advertising
conscious marketing
The centerpiece of the marketing environment analysis framework is the economy. corporate partners. culture. competitive intelligence. consumers.
consumers
Every year, General Mills issues a report discussing how the firm has performed against its own standards of conscious marketing. This report is part of General Mills' ________ phase of its strategic marketing planning process. planning implementation control evolution marketing mix
control
The four Ps make up the marketing mix, which is the __________ set of decisions or activities that the firm uses to respond to the wants of its target markets. unpredictable external internal controllable global
controllable
A ________ can educate customers when discussing their products or services and create excitement when they promote special offers. freemium app network effect corporate blog page search professional blog
corporate blog
Marketing enriches society by focusing solely on maximizing profits. creating charitable campaigns. recognizing that the firm can do very little by itself, and so it should stay focused on its own core competencies. facilitating the smooth flow of goods through the supply chain. coordinating marketing functions with other functional areas in the company.
creating charitable campaigns.
Town Bank prides itself on offering better service than any of its competitors. If this is accurate, and if customers recognize and value Town Bank's superior service, the bank creates and delivers value through promotional excellence. product excellence. operational excellence. global excellence. customer excellence.
customer excellence
A local hair salon keeps information on its customers regarding their preferences for certain products, companies, and services. The salon uses this information to inform the customers when new products arrive from their favorite companies and targets them with special promotions. In this way, the salon is using ________ to build loyalty among its customers. value cocreation customer relationship management transactional marketing B2B marketing the supply chain
customer relationship management
Even though they operate on a limited schedule and offer few extra services, discount, no-frill airlines like Allegiant have been successful. Consumers obviously consider the extra services offered by these airlines to be the most thorough in the industry. the long-term relationships established by these airlines to be a critical benefit. the prices to be slightly lower, but not low enough to have much influence. the benefit of lower prices to be greater than the cost of reduced services and less convenience. the major airlines to be worthless.
the benefit of lower prices to be greater than the cost of reduced services and less convenience.
Some banks offer special accounts designed to attract junior high school students. These kids save in such small amounts that the accounts cost banks more to maintain than they are worth; however, bankers know that consumers are creatures of habit and hope that the young people they serve now will become adult customers. These banks recognize that operational excellence is an important macro strategy. the lifetime value of customers. that product excellence leads to loyal customers. the importance of making decisions based on short-term results. that as long as customers bring in some revenue, costs do not matter.
the lifetime value of customers.
Heidi has been assessing several of her firm's products using the Boston Consulting Group (BCG) approach to portfolio analysis. She has been trying to assess the strength in a particular market and is looking at the sales of the product and the overall market as well as the sales of competitors. Heidi is trying to determine the product's relative market share. the market growth rate. a source of competitive advantage. the impact of population shifts on future demand. cash equivalent values for each product.
the product's relative market share.
The decision-making metric includes the publicity test the business ethics test. the employee satisfaction test. the triple bottom line test. the critical observer test.
the publicity test
According to your text, in the broadest terms, the "marketplace" refers to wholesale and retail environments. brick-and-mortar stores and the Internet. the four Ps. channels that are accessible to a given customer. the world of trade.
the world of trade
What is the most basic corporate social responsibility to employees? to ensure the highest pay for the work performed to ensure a safe working environment to ensure all potential conscious marketing issues are raised to assess each employee's level of confidence to ensure the firm primarily serves the community in surrounding neighborhoods
to ensure a safe working environment
Apps like calendars, trip planners, and flight trackers help consumers fulfill which primary motivation? to prepare to accomplish to discover to work to organize
to prepare
CH. 2 - Generally, to build a sustainable competitive advantage, companies should solely focus on lean manufacturing operations. only be concerned about supply chain issues. focus on a single strategy. only address pricing issues. use multiple approaches to solidify their position
use multiple approaches to solidify their position
Tenisha sells consumer electronics. She knows her customers weigh the costs versus the benefits associated with the different options available. Tenisha decides which products to offer and what prices to charge based on the way her customers think. Tenisha operates as if she was in the ________ era. production-oriented sales-oriented market-oriented value-based marketing retailing-oriented
value-based marketing
Which of the following is an example of greenwashing? A company markets a product made from recycled glass bottles. A company charges more for a hybrid car than for a similar gas model. A company donates money to a school reading project so it can advertise itself as environmentally friendly. The Smiths installed energy-saving lightbulbs in their rental apartment buildings. The corner Laundromat stocks only phosphate-free detergent in its vending machines.
A company donates money to a school reading project so it can advertise itself as environmentally friendly.
Dylan bought a sport jacket from a retail store. Which type of transaction was Dylan participating in? B2B C2C B2C R2C C2B
B2C
By allowing consumers to sell their unwanted goods to other consumers, auction sites like eBay, Poshmark, and Mercari cater to ________ marketing. B2B C2C D2C C2D B2G
C2C
________ entails a sense of purpose for the firm that is higher than simply making a profit by selling products and services. Corporate social responsibility Conscious marketing Triple bottom line Marketing analytics The four Ps
Conscious marketing
Which of the following is a category of analysis used for understanding data collected from social media? Checking to see if the user has more than 250 friends. Comparing the data to the user's shopping list on Amazon. Determining the amount of user traffic accessing the site. Identifying the number of dating sites accessed. Noting the time of day that the user is on the computer.
Determining the amount of user traffic accessing the site.
Imagine the use (or misuse) of data collected from consumers by a marketing research firm. One of the issues that might arise is the way the data are collected. At what step in the framework for ethical decision making would this issue be identified by the marketing research firm? Step 1—identifying issues Step 2—gathering information and identifying stakeholders Step 3—brainstorming alternatives Step 4—choosing a course of action Step 5—reviewing outcome of decision
Step 1—identifying issues
When a pharmaceutical company develops a new medication, it typically applies for a patent in order to prevent competitors from developing copycat products for several years. Pharmaceutical companies apply for patents to establish an operational excellence macro strategy. a market penetration growth strategy. a sustainable competitive advantage. an efficient supply chain. product efficiency.
a sustainable competitive advantage.
Which of the following encourages visitors to delve deeper into a website, to explore other pages and, in general, spend more time on the site? downloadable bar codes mobile apps call-to-action buttons corporate blogs posted videos
call-to-action buttons
Ironically, while the leaders of Enron Corporation were manipulating the company's finances for their personal benefit, the company was a major donor to Houston area charities. Enron had unethical business practices but was also practicing marketing ethics. falsifying the company's finances through charitable donations. creating a local ethical business climate. demonstrating corporate social responsibility. manipulating the public sentiment for its own benefit.
demonstrating corporate social responsibility.
A firm's macroenvironment includes competition. physical environment. company. economics corporate partners.
economics
The definition of corporate social responsibility addresses employee salaries. the golden bottom line. the profit motive. environmental impact. social media.
environmental impact.
Using the BCG portfolio analysis, a "dog" should be phased out unless its marketing manager is a champion of the product. additional resources could increase its relative market share slightly. it complements or boosts the sales of another product. the market has a small chance of rebounding. none of these. Dogs should be phased out
it complements or boosts the sales of another product.
Data about how, when, why, where, and what people buy refers to statistics. demographics. marketing analytics value-based marketing. relational orientation.
marketing analytics
The most loyal customers use websites. mobile apps. multiple channels desktop computers. in-store channels.
multiple channels
Effective promotion enhances a product or service's supply chain management system. wholesaling capabilities. perceived value. design features. trialability.
perceived value
Which element of the marketing mix is most relevant to the activity "creating value"? promotion purchasing product price place
product
A product that is in a high-growth market but has a low market share would be classified as a ________ on the BCG matrix. ladder dog cash cow star question mark
question mark
Meryl is 27 years old and loves to use WeChat to share videos with her friends overseas. Meryl is fulfilling her need to discover. socialize. accomplish. self-express. have "me time."
socialize
After identifying various market segments that her company could pursue, Shannon evaluated each segment's attractiveness based on size, income, and accessibility. Shannon was involved in target marketing. situation analysis. diversification. positioning. market penetration estimation.
target marketing.
To avoid having ethical situations become problematic for a firm, the short-term goals of each employee must be aligned with the long-term goals of the firm. be overridden by the overall goals of the firm. become secondary to the needs of the remaining stakeholders. be reviewed on an annual basis. change on a regular basis.
be aligned with the long-term goals of the firm.
Yanie is developing a marketing campaign for an organic stain-removal product. As "stain removal" is rather dull, she is trying to educate consumers about the value and uniqueness of the product, and appeal to the environmentally conscious. Which of the following is the best social media application for this task? Twitter LinkedIn blog Instagram Facebook
blog
After a firm has identified the various stakeholders and their issues and gathered available data related to an ethical decision-making situation, all parties relevant to the decision should engage in legal discourse. vote, with the majority deciding the best course of action. reidentify the issues. choose a course of action. brainstorm for alternatives.
brainstorm for alternatives.
