Question 1

________ consists of activities undertaken to create,maintain or change the attitudes and behaviour of target consumers toward an organisation.
A)Person marketing
B)Organisation marketing
C)Internal marketing
D)Service variability
E)Intelligence marketing

Accepted Answer

Organization marketing involves creating, maintaining, or changing the attitudes and behavior of target consumers towards an organization. It is the marketing of the organization itself rather than its products or services.

Question 2

Paper,pencils,lubricants,paint,nails and brooms are examples of ________.
A)supplies
B)capital items
C)raw materials
D)specialty products
E)installations

Accepted Answer

These items are considered supplies, which are goods that are regularly consumed or replaced in the course of business operations.

Question 3

Sony offers consumers more than just camcorders;it provides consumers with a complete solution to their picture-taking problems.This offering is called an augmented product.

Accepted Answer

An augmented product is a product that includes additional benefits or services beyond the core product to provide greater value to customers. Sony offering consumers a complete solution to their picture-taking problems, rather than just camcorders, fits the definition of an augmented product.

Question 4

To achieve their social change objectives,social marketing programs ________.
A)utilise only the promotional P of the marketing mix
B)utilise only the promotional and product Ps of the marketing mix
C)work to influence individuals' behaviour to improve their well-being
D)utilise all of the Ps in the marketing mix
E)C and D

Accepted Answer

Social marketing programs work to influence individuals' behavior to improve their well-being, which requires utilizing all of the Ps in the marketing mix, including product, price, promotion, and place. These programs need to provide a product or solution that meets the target audience's needs, set a price that is affordable, promote the program through various channels, and make the program accessible and available in places where the target audience can easily access it. Therefore, both C and D are correct, making E the best choice.

Question 5

The singer and entertainer,Madonna,has carefully cultivated an image for herself as an entertainer.Her 'brand essence' has variously been described as one of a sex kitten,irreverence,rebel,representative of female empowerment,savvy businesswomen,earth mother,spiritual honesty and philanthropist.Madonna has cleverly combined these sometimes contradictory personas into a single,coherent,highly marketable brand identity.When Madonna engages in activities to build and position her brand,she is engaged in ________.
A)person marketing
B)organisation marketing
C)ideas marketing
D)services marketing
E)events and experiences marketing

Accepted Answer

Madonna is engaging in person marketing, which involves creating a personal brand image for herself. This is different from organization marketing, which focuses on promoting a company or group as a whole, or ideas marketing, which focuses on promoting a particular concept or belief. Madonna's brand identity is centered around her own persona and image, rather than a specific product or service. Additionally, while events and experiences may play a part in Madonna's overall marketing strategy, they are not the primary focus of her brand building efforts.

Question 6

A campaign designed to promote a wide range of cultural,sporting or arts-based events is an example of ________.
A)ideas marketing
B)social marketing
C)services marketing
D)events and experiences marketing
E)responsibility marketing

Accepted Answer

A campaign promoting cultural, sporting or arts-based events falls under the category of events and experiences marketing, as it involves promoting an experience or event to the target audience.

Question 7

A service is anything that can be offered to a market for attention,acquisition,use or consumption that might satisfy a want or need.

Accepted Answer

The answer of A service is anything that can be...

Question 8

Political marketing is an example of ________.
A)ideas marketing
B)social marketing
C)services marketing
D)events and experiences marketing
E)responsibility marketing

Accepted Answer

Political marketing is concerned with promoting and selling ideas, specifically political ideas, to the public. It involves the use of marketing techniques such as market research, branding, communication, and advertising to influence public opinion and gain support for a particular political candidate or party. Therefore, political marketing is an example of ideas marketing.

Question 9

BOQ's campaign tackling 'bank hate' with humour and cartoons is an example of ________.
A)personal marketing
B)corporate image marketing
C)product quality
D)product line
E)social marketing

Accepted Answer

BOQ's campaign is focused on improving their corporate image by using humour and cartoons to address the negative sentiment towards banks.

Question 10

________ is defined as the use of commercial marketing concepts and tools in programs designed to influence individuals' behaviour to improve their well-being and that of society.
A)Unsought product marketing
B)Internal marketing
C)Social marketing
D)Person marketing
E)Interactive marketing

Accepted Answer

Social marketing is specifically designed to influence individuals’ behavior to improve their well-being and that of society. It uses commercial marketing tools and concepts to achieve social welfare goals. Unsought product marketing is a marketing approach used for products that consumers have not thought of buying, such as life insurance or funeral services. Internal marketing focuses on promoting a company's culture, mission, and values to its employees. Person marketing is a type of marketing that involves promoting a celebrity or influential person, while interactive marketing is a one-to-one marketing approach that involves two-way communication between the marketer and the customer.

Question 11

Which of the following does NOT belong to the materials and parts group of industrial products?
A)farm products such as wheat
B)natural products such as iron ore
C)repair and maintenance items
D)petroleum
E)timber

Accepted Answer

Repair and maintenance items are not considered materials or parts used in the production of other goods. They are used to maintain and repair equipment or products rather than being incorporated into the products themselves. Materials and parts, such as farm products, natural products, petroleum, and timber, are directly used in the manufacturing of other goods.

Question 12

Public health campaigns to reduce smoking,drug abuse and obesity are all examples of ________.
A)specialty programs
B)social marketing
C)services marketing
D)consumer services
E)responsibility marketing

Accepted Answer

Public health campaigns to reduce smoking, drug abuse, and obesity use social marketing techniques to bring positive changes and influence behavior in a society. Social marketing aims to benefit society as a whole by promoting products, services, or ideas that lead to better health or social behavior. Hence, option B is the correct answer. The other options do not fit the context of public health campaigns. Specialty programs refer to a specific area of focus within a larger program; services marketing refers to marketing of service-based industries; consumer services refer to any services provided to consumers, and responsibility marketing focuses on corporate social responsibility.

Question 13

________ consists of activities undertaken to create,maintain or change attitudes or behaviour toward particular people.
A)Corporate image advertising
B)Organisation marketing
C)Person marketing
D)Social marketing
E)Intermarket marketing

Accepted Answer

Person marketing is a type of marketing that is focused on promoting individuals rather than products or services. This can include creating, maintaining or changing attitudes or behavior towards particular people, such as celebrities, athletes, politicians, or other public figures.

Question 14

Unsought products are products that the customer buys frequently,immediately and with a minimum of comparison and buying effort.

Accepted Answer

Unsought products are products that the customer does not actively seek out or think about purchasing, such as life insurance or funeral services. They require more marketing effort to make the customer aware of the product and its benefits, and to convince them to make the purchase.

Question 15

________ are industrial products that aid in the buyer's production or operations,including installations and accessory equipment.
A)Materials
B)Parts
C)Capital items
D)Specialty items
E)Supplies

Accepted Answer

Capital items are long-term assets that businesses use to produce goods or services, including equipment, tools, and industrial products that aid in the production process. Examples of capital items include machinery, computers, and vehicles.

Question 16

Which of the following capital items is NOT considered accessory equipment?
A)buildings
B)hand tools
C)lift trucks
D)desks
E)chairs

Accepted Answer

Buildings are not considered accessory equipment as they are a capital asset that is too large and significant to be classified as accessory equipment.

Question 17

Style is a larger concept than design.Design describes the appearance of a product.

Accepted Answer

The answer of Style is a larger concept than design.Design...

Question 18

Shopping products are less frequently purchased consumer products and services that customers compare carefully on suitability,quality,price and style.

Accepted Answer

Shopping products are considered high involvement purchases, which means customers usually compare different options before making a decision based on factors such as quality, price, style, and suitability.

Question 19

________ involves activities undertaken to create,maintain or change attitudes toward particular cities,states and regions.
A)Idea marketing
B)Place marketing
C)Social marketing
D)Interactive marketing
E)Organisation marketing

Accepted Answer

Place marketing involves promoting a particular location, such as a city, state, or region, by creating positive attitudes towards it among potential visitors, residents, businesses, and investors. This can include activities such as advertising, public relations, events, and community engagement to enhance the location's image and attract people to it.

Question 20

Most manufactured materials and parts are sold directly to ________.Price and service are the major marketing factors;branding and advertising tend to be less important.
A)consumers
B)industrial users
C)government buyers
D)co-branders
E)wholesalers

Accepted Answer

The statement mentions that most manufactured materials and parts are sold directly to industrial users, and price and service are the major marketing factors. This implies that the target market is B2B (business-to-business) rather than B2C (business-to-consumer). Government buyers may also be a potential market, but it is less likely for all types of manufactured materials and parts. Co-branders are not relevant to the statement, and while wholesalers may be involved in the distribution process, they are not the end consumers of the products.

Quiz 7: Customer-Driven Marketing Strategy: Creating Value for Target Customers

________ consists of activities undertaken to create,maintain or change the attitudes and behaviour of target consumers toward an organisation.

Paper,pencils,lubricants,paint,nails and brooms are examples of ________.

Sony offers consumers more than just camcorders;it provides consumers with a complete solution to their picture-taking problems.This offering is called an augmented product.

To achieve their social change objectives,social marketing programs ________.

A campaign designed to promote a wide range of cultural,sporting or arts-based events is an example of ________.

A service is anything that can be offered to a market for attention,acquisition,use or consumption that might satisfy a want or need.

Political marketing is an example of ________.

BOQ's campaign tackling 'bank hate' with humour and cartoons is an example of ________.

________ is defined as the use of commercial marketing concepts and tools in programs designed to influence individuals' behaviour to improve their well-being and that of society.

Which of the following does NOT belong to the materials and parts group of industrial products?

Public health campaigns to reduce smoking,drug abuse and obesity are all examples of ________.

________ consists of activities undertaken to create,maintain or change attitudes or behaviour toward particular people.

Unsought products are products that the customer buys frequently,immediately and with a minimum of comparison and buying effort.

________ are industrial products that aid in the buyer's production or operations,including installations and accessory equipment.

Which of the following capital items is NOT considered accessory equipment?

Style is a larger concept than design.Design describes the appearance of a product.

Shopping products are less frequently purchased consumer products and services that customers compare carefully on suitability,quality,price and style.

________ involves activities undertaken to create,maintain or change attitudes toward particular cities,states and regions.

Most manufactured materials and parts are sold directly to ________.Price and service are the major marketing factors;branding and advertising tend to be less important.