Principles of Marketing Test 2

15. An effective social media marketing campaign should contain good keywords that the targeted audience are most likely to search for when looking for information about goods and services.

True

16. Competitive pricing is one of the main reasons for consumers preferring to shop online than from a brick-and-mortar store.

True

18. Many e-commerce retailers employ personalization on their websites, meaning they tailor the shopping experience to each individual customer.

True

19. Opinion leaders are the first consumers to try new products and then share their experience by word of mouth.

True

20. Marketers can attempt to change consumer attitudes by engaging them in new buying behavior.

True

5. The goal of content marketing is to drive the target audience toward a desired action.

True

6. The basis for social media is two-way conversation.

True

7. Business-to-business transactions typically involve more steps than consumer purchases.

True

9. Groups whose opinions are valued and to whom a person looks for guidance in his or her own behavior, values and conduct are known as reference groups.

True

Culture refers to the values, beliefs, preferences, and tastes that are handed down from one generation to the next

True

Most social networks have their own search engines, which allow users to search for topics that interest them

True

34. 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

10. A private exchange is a secure website at which a company and its suppliers share all types of data related to e-marketing, from product design through order delivery.

True

11. Perception is the meaning a person attributes to incoming stimuli gathered through the senses of hearing, taste, smell, touch, and sight.

True

12. Marketers need to establish their overall promotional goals first in order to develop sound strategies and choose the best social media platforms for their messages.

True

13. Social media helps marketers to connect with influencers.

True

14. In the case of social media marketing, the messages coming from organizations are more important than those coming from friends and family.

False

17. Repurchasing the same brand of detergent during each trip to the grocery store is an example of limited problem-solving behavior by a consumer.

False

4. The situation in which a consumer makes a purchase by rapidly choosing a preferred brand is referred to as limited problem solving.

False

8. Integrated marketing refers to the ability to provide a product at the exact time needed.

False

Personalization is defined as a consumer's ability to order a custom-made product through an e-commerce website

False

30. 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

23. 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

40. ​ 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

27. 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

35. 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 is being used by the firm while assessing the effectiveness of the websites?

conversion rate

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

culture

28. A person's values, beliefs, preferences, and tastes are often handed down from one generation to the next. These 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

32. During the search step of the consumer decision process, the consumer:

gathers information about the attainment of a desired state of affairs

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

offering personal assistance with any problem experienced with the product

37. 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 The LifeguardStore.com. The ability to customize products for swim teams is an example of the _____ capability of e-marketing.

personalization

22. 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

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

problem or opportunity recognition

36. 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.

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

situational

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

social class categories

38. 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

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

social networking sites

31. 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

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

the objective view of the total person