Deck 10: The Marketing Challenge

Question 1

The fact that Curves is designed to appeal to women of a certain age,education and income level,means that they are using:

A) demographic segmentation.
B) psychographic segmentation.
C) volume segmentation.
D) geographic segmentation.
E) behavioural segmentation.

Answer 1

A

Question 2

Value,real or _______,can equally be based on intangible.

A) observed
B) superficial
C) perceived
D) imagined
E) implicit

Answer 2

A

Question 3

A key objective that marketing managers need to attain to effectively position brands,products and/or services is:

A) Communicate the solution effectively to the targeted customers
B) Understand the market to be served
C) Understand the customers to be targeted
D) Deliver the solution in a way that is superior to competitors
E) All of the above

Answer 3

E

Question 4

In its simplest context,the purpose of marketing is to design,develop,and communicate _______.

A) quality
B) benefits
C) value
D) uniqueness
E) convenience

Question 5

Which of the following is NOT part of the process of marketing?

A) assessing market dynamics
B) identifying needs and solutions
C) determining what price to charge
D) providing customers with access to the product
E) emphasis on customer service

Question 6

A key objective that marketing managers need to attain to effectively position brands,products and/or services is:

A) Build the message around product and/or service features and attributes
B) Support the product and/or service and its delivery to the marketplace
C) Understand the customers to be targeted
D) Deliver a positive purchase experience
E) All of the above

Question 7

In an effort to increase profits,Pearl River Chinese restaurant is attempting to appeal to a specific segment of the market by offering an all-you-can-eat buffet.These efforts,designed to identify specific groups that can be profitably served,represent an example of:

A) target marketing.
B) a reference group strategy.
C) benefit segmentation.
D) B2B marketing.
E) B2G marketing.

Question 8

Successful marketing researchers:

A) focus their efforts on determining the wants and needs of customers, since the core value of marketing is that the customer is king.
B) develop as much information as possible from primary sources.
C) identify particular segments within the market.
D) listen to customers and other stakeholders.
E) rely on their personal opinions when available data is incomplete.

Question 9

_______ objectives support the achievement of business objectives and,ultimately,organizational objectives and the company's overall vision and mission.

A) Price
B) Product and/or service
C) Quality
D) Uniqueness
E) Convenience

Question 10

R's of marketing?

A) the right need to pursue
B) the right solution to offer
C) the right price
D) the right methodology for delivery
E) the right price to charge

Question 11

_____ is largely perceived as the communications link between an organization and its marketplace.

A) Marketing
B) Human resources
C) Leadership
D) Accounting
E) Competition

Question 12

Brands,products,and/or services which are well positioned _______ come to the consumer's mind when making repeat purchases.

A) naturally
B) automatically
C) quickly
D) predictably
E) logically

Question 13

One of the six core challenges is: "Can we create a ________ which positions our product and/or service as the best solution to our targeted customers?"

A) customer need
B) message
C) value proposition
D) distribution model
E) price proposition

Question 14

One of the six core challenges is: "Do we understand our targeted customers' _________?"

A) value proposition
B) needs and desires
C) message
D) distribution model
E) price proposition

Question 15

This perceived difference in _______ is what truly differentiates a company's products and/or services from those of its competitors.

A) quality
B) benefits
C) value
D) uniqueness
E) convenience

Question 16

If you choose to do a telephone survey attempting to find out what people are looking for in terms of a product or service you sell,you are segmenting your market by:

A) behaviour
B) geography
C) demography
D) personality
E) psychographics

Question 17

_______ is built around a value proposition which clearly differentiates an organization's brands,products,and/or services from those of its competitors and,based on a solid understanding of market fundamentals,effectively delivers on the identified target customer's needs.

A) Marketing strategy
B) Promotion
C) Marketing distribution
D) Positioning
E) Posturing

Question 18

Which of the following is NOT an interpretation of an organization's solutions to their customers' problems over their competitors?

A) higher quality
B) uniqueness
C) enhanced importance
D) convenience
E) pride of ownership

Question 19

__________ consists of information that has already been researched by others and published in journals or books,or has been made available online.

A) Primary data
B) Secondary data
C) Pre-coded information
D) Technical data
E) Internet information

Question 20

A way to think about the concept of _______ is to think about it as being the place in the consumer's mind which you want your organization's brand,products,and/or services to own.

A) positioning
B) marketing
C) promotion
D) place
E) price

Question 21

Assessing market dynamics is part of the process of marketing.

Question 22

Identifying needs and solutions is part of the process of marketing.

Question 23

In its simplest context,the purpose of marketing is to design,develop,and communicate uniqueness.

Question 24

Providing customers with access to the product is part of the process of marketing.

Question 25

_____ is a strategy that creates new products for present markets.

A) Product development
B) Market development
C) Market penetration
D) Product penetration
E) Diversification

Question 26

The length of time spent within each stage of the decision-making process is dependent upon all of the following,EXCEPT:

A) the potential customers' familiarity with the product and/or service
B) the various alternatives offered in the marketplace
C) whether it is a first-time purchase or a repeat purchase
D) the level of financial commitment associated with the transaction
E) why potential customers would purchase a particular product and/or service

Question 27

In its simplest context,the purpose of marketing is to design,develop,and communicate convenience.

Question 28

Examples of Consumer-driven marketing technique follow,EXCEPT:

A) Internet Searches
B) Point of Purchase Displays
C) Social Media Websites
D) Peer Recommendations
E) Analysts' Blogs

Question 29

This perceived difference in quality is what truly differentiates a company's products and/or services from those of its competitors.

Question 30

_______ focus managers on assessing opportunities which lie outside of the organization's current products and/or services,and represent the creation or development of new markets served by new products and/or services.

A) market penetration
B) product development
C) diversification
D) market development
E) product penetration

Question 31

_____ is a strategy that attracts new customers to existing products.

A) Product development
B) Market development
C) Market penetration
D) Product penetration
E) Diversification

Question 32

_____ is a strategy of increasing market share for present products in existing markets.

A) Market penetration
B) Product development
C) Market development
D) Diversification
E) Product penetration

Question 33

In its simplest context,the purpose of marketing is to design,develop,and communicate quality.

Question 34

Determining what price to charge is part of the process of marketing.

Question 35

Effective marketing does not end at the ________.

A) initial considerations of options
B) evaluation of options
C) advertisement
D) peer recommendation
E) point of purchase

Question 36

Examples of Company-driven marketing technique follow,EXCEPT:

A) Publicity
B) Point of Purchase Displays
C) Social Media Websites
D) Sales Promotion
E) Dedicated Sales Force

Question 37

Due to several recent late spring freezes,orange growers in Florida have lost millions of dollars.As a result,some growers have decided to bulldoze their orange groves and put in freshwater lakes for raising shrimp,a product that has a strong popularity and is more weather-resistant.Former orange growers who are now raising shrimp are pursuing a _____ strategy.

A) market penetration
B) product development
C) diversification
D) market development
E) product penetration

Question 38

In its simplest context,the purpose of marketing is to design,develop,and communicate value.

Question 39

The role of marketing is to communicate the _______ for an organization's products and/or services as the "best" solution to the needs of a targeted market of prospective customers.

A) value proposition
B) quality
C) benefits
D) uniqueness
E) convenience

Question 40

This perceived difference in value is what truly differentiates a company's products and/or services from those of its competitors.

Question 41

Value,real or observed,can equally be based on intangible.

Question 42

Enhanced importance is an interpretation of an organization's solutions to their customers' problems over their competitors?

Question 43

This perceived difference in uniqueness is what truly differentiates a company's products and/or services from those of its competitors.

Question 44

Human resources is largely perceived as the communications link between an organization and its marketplace.

Question 45

Marketing is largely perceived as the communications link between an organization and its marketplace.

Question 46

The right need to pursue is one of the Six (6) R's of marketing?

Question 47

Value,real or superficial,can equally be based on intangible.

Question 48

Convenience is an interpretation of an organization's solutions to their customers' problems over their competitors?

Question 49

One of the six core challenges is: "Can we create a value proposition which positions our product and/or service as the best solution to our targeted customers?"

Question 50

Higher quality is an interpretation of an organization's solutions to their customers' problems over their competitors?

Question 51

The right methodology for delivery is one of the Six (6) R's of marketing?

Question 52

The right solution to offer is one of the Six (6) R's of marketing?

Question 53

Competition is largely perceived as the communications link between an organization and its marketplace.

Question 54

Leadership is largely perceived as the communications link between an organization and its marketplace.

Question 55

Value,real or imagined,can equally be based on intangible.

Question 56

This perceived difference in benefits is what truly differentiates a company's products and/or services from those of its competitors.

Question 57

Value,real or perceived,can equally be based on intangible.

Question 58

The right price to charge is one of the Six (6) R's of marketing?

Question 59

Pride of ownership is an interpretation of an organization's solutions to their customers' problems over their competitors?

Question 60

Uniqueness is an interpretation of an organization's solutions to their customers' problems over their competitors?

Question 61

One of the six core challenges is: "Do we understand our targeted customers' price proposition?"

Question 62

One of the six core challenges is: "Do we understand our targeted customers' message?"

Question 63

A way to think about the concept of marketing is to think about it as being the place in the consumer's mind which you want your organization's brand,products,and/or services to own.

Question 64

Price objectives support the achievement of business objectives and,ultimately,organizational objectives and the company's overall vision and mission.

Question 65

Brands,products,and/or services which are well positioned automatically come to the consumer's mind when making repeat purchases.

Question 66

A way to think about the concept of positioning is to think about it as being the place in the consumer's mind which you want your organization's brand,products,and/or services to own.

Question 67

Convenience objectives support the achievement of business objectives and,ultimately,organizational objectives and the company's overall vision and mission.

Question 68

One of the six core challenges is: "Can we create a distribution model need which positions our product and/or service as the best solution to our targeted customers?"

Question 69

One of the six core challenges is: "Can we create a customer need which positions our product and/or service as the best solution to our targeted customers?"

Question 70

Product and/or service objectives support the achievement of business objectives and,ultimately,organizational objectives and the company's overall vision and mission.

Question 71

Brands,products,and/or services which are well positioned naturally come to the consumer's mind when making repeat purchases.

Question 72

A way to think about the concept of place is to think about it as being the place in the consumer's mind which you want your organization's brand,products,and/or services to own.

Question 73

Brands,products,and/or services which are well positioned predictably come to the consumer's mind when making repeat purchases.

Question 74

A key objective that marketing managers need to attain to effectively position brands,products and/or services is "communicate the solution effectively to the targeted customers".

Question 75

One of the six core challenges is: "Can we create a message which positions our product and/or service as the best solution to our targeted customers?"

Question 76

Quality objectives support the achievement of business objectives and,ultimately,organizational objectives and the company's overall vision and mission.

Question 77

A way to think about the concept of promotion is to think about it as being the place in the consumer's mind which you want your organization's brand,products,and/or services to own.

Question 78

One of the six core challenges is: "Do we understand our targeted customers' value proposition?"

Question 79

Brands,products,and/or services which are well positioned quickly come to the consumer's mind when making repeat purchases.

Question 80

One of the six core challenges is: "Do we understand our targeted customers' needs and desires?"