Deck 13: Marketing

Question 1

Which of the following best describes a company with a production orientation?

A) It concentrates on customized manufacturing.
B) It focuses internally on maximizing the efficiency of operations.
C) It is determined to be socially responsible.
D) It has customer satisfaction as its primary goal.

Answer 1

B

Question 2

In general, when a business is engaged in environmental scanning, which of the following forces does it look at?

A) suppliers
B) employees
C) organizational culture
D) political and legal

Answer 2

D

Question 3

Which of the following best describes customer satisfaction?

A) It is important only to companies that have a differential competitive advantage.
B) It is the same as customer value.
C) It determines what kind of marketing strategy will be used.
D) It refers to the customer's feeling that a product has met or exceeded expectations.

Answer 3

D

Question 4

Which of the following best describes the marketing concept?

A) It is primarily concerned with what the competition is doing.
B) It satisfies customers' wants and needs legally and responsibly.
C) It affects only an organization's marketing department.
D) It is concerned with the achievement of short-term goals.

Question 5

Which of the following is a strategy that focuses on offering value and providing customer satisfaction?

A) niche marketing
B) engagement marketing
C) value marketing
D) relationship marketing

Question 6

What is a statement of the tangible benefits a customer receives from using a company's products?

A) essential customer focus
B) core value proposition
C) customer needs approach
D) benefits-centred direction

Question 7

What is the process used by organizations to track and organize information about current and prospective customers?

A) customer analytics
B) customer loyalty management
C) customer retention and attraction
D) customer relationship management

Question 8

The belief that price is not the only thing that matters is rooted in which of the following?

A) total quality management
B) customer satisfaction
C) relationship marketing
D) customer value

Question 9

Which concept advocates that a company should first identify consumer needs and then produce the goods and services that will satisfy them?

A) total exchange concept
B) mission statement concept
C) marketing concept
D) sales concept

Question 10

What is the belief that a company should dedicate all of its planning, policies, operations, and efforts to the satisfaction of the customer?

A) marketing concept
B) exchange relationship
C) market mission statement
D) market approach

Question 11

Which of the following is NOT one of the five value drivers of core value proposition?

A) perception
B) focus
C) benefit
D) idea

Question 12

What is the process in which a company continuously collects and evaluates information about its external environment?

A) external monitoring
B) marketing research
C) secondary data collection
D) environmental scanning

Question 13

Which of the following is a strategy that focuses on forging long-term partnerships with customers?

A) exchange targeting
B) relationship marketing
C) niche marketing
D) transactional marketing

Question 14

Every time Evangeline Kryl buys a Subway sandwich, she gets a stamp on a card that she carries in her wallet. When the card is full, she gets a free sandwich. This sort of program is an example of which of the following strategies?

A) convenience selling
B) transactional marketing
C) relationship marketing
D) exchange targeting

Question 15

Which of the following best describes customer satisfaction?

A) It refers to the customer's feeling that a product has met or exceeded expectations.
B) It is most likely to be achieved by companies that have a production orientation.
C) It is the same as customer value.
D) It can occur even if the product does not meet customer expectations.

Question 16

"With our excellent equipment, we can produce the cheapest products on the market." This is more than likely a statement from a company with which of the following orientations?

A) sales focus
B) production orientation
C) customer orientation
D) marketing emphasis

Question 17

Which of the following is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives?

A) sales
B) production
C) marketing
D) exchange

Question 18

What is the goal of the marketing concept?

A) It focuses on profit maximization.
B) It achieves short-term organizational goals.
C) It satisfies customer wants and needs legally and responsibly.
D) It integrates all of the company's activities to achieve maximization.

Question 19

During and right after the Industrial Revolution, companies focused on mass production and assembly lines, and placed a strong emphasis on lower costs. During this period which of the following did manufacturers have?

A) manufacturing focus
B) exchange mission
C) customer orientation
D) production orientation

Question 20

Which of the following is the ratio of benefits to the sacrifice necessary to obtain those benefits?

A) relationship marketing
B) customer value
C) customer satisfaction
D) cognitive dissonance

Question 21

When Kellogg's designed a new package for its Special K Plus cereal, it decided to make it look like a milk carton to emphasize the product's calcium content. This type of decision was made as part of which strategy?

A) place
B) promotion
C) pricing
D) product

Question 22

Aldi is a no-frills grocery chain. By controlling expenses, Aldi customers can expect to save 30-50 percent compared to customers of a full-service grocery store. The supermarket chain's emphasis on maintaining its cost-competitive advantage means the company's top management is often concentrating on which of the following strategies?

A) pricing
B) promotion
C) possession
D) place

Question 23

The blend of the marketer's tools is called the four Ps. What are the four Ps?

A) product, price, place, possession
B) price, presentation, place, product
C) product, price, presentation, possession
D) product, price, promotion, place

Question 24

Which of the following is a specific group of consumers toward which a company directs its marketing efforts?

A) package market
B) population sample
C) target market
D) demand group

Question 25

Shenshen Zhongxing Telecom (ZTE) is the only telecommunications company in China producing and marketing a specific inexpensive camera phone to sell to middle-class Chinese living in urban areas. Because ZTE targets a single segment within a limited geographical area, which advantage does it have?

A) relationship-building advantage
B) comparative advantage
C) differential competitive advantage
D) niche competitive advantage

Question 26

What are a set of unique features of a company and its products that are perceived by the target market as significant and superior to those of the competition?

A) comparative advantage
B) niche advantage
C) relative advantage
D) competitive advantage

Question 27

Topik is a product that is sprayed on thinning hair to make hair appear thicker. The manufacturer considers its potential market to be blue-collar workers who earn less than $30,000 per year, are divorced, and like to think of themselves as weekend athletes. The manufacturer of Topik considers this group to be which of the following?

A) population sample
B) demand group
C) utility market
D) target market

Question 28

When the producers of Ocean Spray cranberry products decided to make Craisins (a dried cranberry snack food) available in convenience stores, supermarkets, and vending machines, the company was involved with determining which of the following strategies?

A) promotion
B) place
C) pricing
D) product

Question 29

Aldi is a no-frills grocery chain. By controlling expenses, Aldi customers can expect to save 30-50 percent compared to Safeway customers. The chain targets bargain hunters who are willing to rent a cart and bag their own groceries. Aldi's competitive advantage is based on which of the following?

A) promotion
B) its competition
C) low costs
D) stakeholders

Question 30

Marketing strategy typically starts with which of the four Ps?

A) price
B) place
C) promotion
D) product

Question 31

A company with the ability to provide a unique product or service that offers something of value to buyers besides simply a lower price has which of the following advantages?

A) relationship building advantage
B) niche advantage
C) differential competitive advantage
D) comparative advantage

Question 32

Once a company has established its target market and identified its competitive advantage, what can it create?

A) marketing mix
B) advertising mix
C) marketing strategy
D) promotion strategy

Question 33

Aldon Lenski is opening a business to sell flowering bulbs over the Internet. As he decides what to charge for a package of 10 bulbs, Lenski will calculate his fixed and variable costs. At this point, Lenski will be developing which of the following strategies?

A) possession
B) pricing
C) place
D) promotion

Question 34

What is a company's ability to target and effectively serve a single segment of the market within a limited geographic area?

A) cost competitive advantage
B) niche competitive advantage
C) differential competitive advantage
D) comparative advantage

Question 35

Which of the following is NOT one of the four Ps?

A) product
B) price
C) presentation
D) place

Question 36

There are numerous office supplies manufacturers. Company X concentrates on selling filing products and desktop products such as staplers and pen sets. Because Company X brand is recognized as an innovative leader in the development of filing products and desktop items, the company can be said to have which of the following advantages?

A) comparative advantage
B) differential competitive advantage
C) promotional emphasis
D) economies-of-scale-based strategy

Question 37

Which of the following concepts is based on the four Ps?

A) production mix
B) target market
C) advertising mix
D) marketing mix

Question 38

Lee Robi has developed a dog shampoo that promotes softer fur and reduces shedding. As Robi selects a name for his new product, designs its packaging, and creates a label, what is he developing?

A) place
B) promotion
C) production
D) product

Question 39

CBC is experiencing poorer overall ratings during the new fall season but increased ratings among younger people. Many experts in the entertainment industry believe that the audience for programming on the CBC network is people over the age of 55 in spite of claims by executives that its programming is designed to reach a younger, less conservative audience. Which of the following statements correctly describes this situation?

A) CBC does not have a target market.
B) The target market for CBC is people over the age of 55.
C) CBC does not need a target market because other television networks succeed without one.
D) CBC is efficiently reaching its self-defined target market.

Question 40

Lee Robi has developed a dog shampoo that promotes softer fur and reduces shedding. He knows that there is a great demand for such a product, but he is puzzled as to how to distribute the product. Which of the four Ps is Robi concerned about?

A) place
B) promotion
C) possession
D) production

Question 41

Which of the following is an example of a social factor that influences the consumer decision-making process?

A) values
B) family
C) attitude
D) self-concept

Question 42

Beth and Ruth Metzger buy and use Tide detergent, Crest toothpaste, and generic painkillers because that is what their parents did. They also always use a grocery list when shopping at the supermarket and refuse to allow their children to sell fundraising merchandise in their neighbourhoods, just as their parents did. The behaviour of the Metzger sisters is a result of which of the following factors?

A) individualization process
B) acculturation
C) socialization process
D) generic reference groups

Question 43

Finding a competitive advantage, creating a marketing mix, applying marketing principles, and techniques is important for which of the following?

A) governments
B) not-for-profit organizations
C) colleges and universities
D) countries

Question 44

A manufacturer will deal with wholesalers and retailers when planning which of the following strategies?

A) pricing
B) product
C) promotion
D) place (distribution)

Question 45

Personal selling, advertising, public relations, and sales promotions are decisions made when planning which of the following strategies?

A) place
B) promotion
C) pricing
D) possession

Question 46

Which of the following is an example of an individual factor that influences someone's decision to buy a Dalmatian puppy?

A) the fact their favourite movie is 101 Dalmatians
B) the person's culture
C) the person's personality
D) the person's mother's opinion

Question 47

Which type of marketing is the application of marketing to social issues and causes?

A) promotional marketing
B) not-for-profit marketing
C) social marketing
D) support marketing

Question 48

Which of the following is the action that people take in buying and using goods and services?

A) delegation strategy
B) consumer responsibility
C) target marketing
D) buyer behaviour

Question 49

Lee Robi has developed a dog shampoo that promotes softer fur and reduces shedding. Robi has mailed promotional flyers on the shampoo to all the dog groomers in the nation. He has also run ads in several different women's magazine. Which of the following strategies is described by Robi's actions?

A) customer value strategy
B) the marketing mix
C) production strategy
D) promotional strategy

Question 50

Aaron O'Hara bought a new pair of headphones because all of the "other guys" were buying them. O'Hara was influenced by which of the following factors?

A) social
B) psychographic
C) individual
D) demographic

Question 51

Revlon is in financial trouble; its total debt is 150 percent greater than its total assets. To increase sales, the cosmetics manufacturer hired actress Halle Berry to be its spokesperson. The company hopes Berry will act as which of the following influences on consumers?

A) opinion leader
B) service provider
C) innovator
D) target recipient

Question 52

Formal and informal groups that influence buyer behaviour are referred to as which of the following?

A) persuasive groups
B) peer groups
C) reference groups
D) elder groups

Question 53

Which of the following is an example of an individual factor that influences the consumer decision-making process?

A) personality
B) neighbourhood
C) opinion leaders
D) family

Question 54

Which of the following is an example of social marketing?

A) promotion for a beach party at a local bar
B) a campaign against the use of illegal drugs
C) advertisement for a new health food
D) an advertisement for e-Harmony

Question 55

By understanding buyer behaviour such as how price increases or decreases affect a product or service, what will sales help marketers create?

A) better marketing mix
B) better promotional strategy
C) better advertising plan
D) better product sizes

Question 56

A short story describing how reluctant British citizens are to play party games that might result in them looking foolish is an example of how which of the following factors that shapes human behaviour?

A) geographic segmentation
B) consumer expectation
C) stimulus reaction
D) culture

Question 57

The rapid growth of technology has accelerated the rate of which of the following?

A) time to market
B) rate of adoption
C) product life cycle
D) cultural change

Question 58

What is the first step in the buying process?

A) craving for something
B) want or desire
C) need recognition
D) financial assessment

Question 59

Which of the following is the set of values, ideas, attitudes, and symbols created to shape human behaviour?

A) stimulus reaction
B) culture
C) a market trigger
D) consumer expectation

Question 60

Children learn by watching their parents' shopping and consuming habits. What is this passing down of cultural values and norms to children?

A) socialization process
B) cultural diffusion
C) heritage transmission
D) tradition sharing

Question 61

When compared to the business market, the consumer market is best described by which of the following?

A) It is more geographically dispersed.
B) It bases buying decisions more on rational thinking than on emotions.
C) It has fewer customers.
D) It uses more direct channels of distribution.

Question 62

Which of the following is the division of markets into different groups?

A) product segmentation
B) tactical marketing
C) market segmentation
D) market layering

Question 63

What is the number of people or businesses within a certain area?

A) geographic dispersion
B) market density
C) population distribution
D) people volume

Question 64

Volkswagen has been successful in targeting 35- to 55-year-old consumers with its technology-laden New Beetle. Which type of market segmentation identifies this market?

A) psychographic
B) geographic
C) demographic
D) benefit

Question 65

Which of the following is NOT one of the five basic forms of consumer market segmentation?

A) demographic
B) psychographic
C) economic
D) usage-rate

Question 66

For the Mazda purchasing agent who buys materials needed to build the Mazda 6, the purchase of Mazda 6 windshields from a new supplier would require which of the following?

A) conventional buying behaviour
B) extensive decision making
C) limited decision making
D) routine response behaviour

Question 67

What is the process by which we select, organize, and interpret stimuli into a meaningful and coherent picture?

A) awareness
B) perception
C) attitude
D) self-actualization

Question 68

Topik is a product that is sprayed on thinning hair to make the hair appear thicker. The manufacturer has identified its potential market as blue-collar workers who earn less than $30,000 per year, are divorced, and like to think of themselves as weekend athletes. Which segmentation variables are being used to identify the Topik target market?

A) benefit and geographic
B) psychographic and volume
C) demographic and psychographic
D) demographic and geographic

Question 69

Which type of market segmentation strategy was Kimberly-Clark, the manufacturer of Huggies diapers, using when it introduced Poise and Depend brands for adults?

A) psychographic
B) physiological
C) demographic
D) geographic

Question 70

Which of the following is most likely an example of a consumer using routine response behaviour?

A) Bennett's reordering of office supplies
B) Leiah's subscription renewals
C) Bailey's usual purchase of a Coke for breakfast
D) Ally's purchase of a new dress for her senior prom

Question 71

Demography is the study of which of the following?

A) individuals' ages
B) climate
C) individuals' interests
D) household location

Question 72

What is the process of deciding which stimuli to notice and which to ignore?

A) selective exposure
B) perception
C) interpretation
D) choice filtering

Question 73

A marketer who took the city and the climate into consideration as marketing variables was concerned about which type of segmentation?

A) geographic
B) demographic
C) benefit
D) volume

Question 74

Consumers will seldom buy products that jeopardize which of the following?

A) their social stratus
B) their financial well-being
C) their health
D) their self-image

Question 75

What is a basic form of market segmentation that uses variables such as age, education, and income?

A) benefit segmentation
B) demographic segmentation
C) population segmentation
D) psychographic segmentation

Question 76

Rikki Eckstein believes that it is wrong to eat pork or touch a pig carcass. His belief is so strong that he will not eat in a restaurant that serves pork. This is an example of which influence on consumer buying decisions?

A) physiological
B) cultural
C) individual
D) psychological

Question 77

When compared to the consumer market, the business-to-business market is best described by which of the following?

A) It uses more direct channels of distribution.
B) It is lower in volume.
C) It bases the buying decision more on emotions than rational thought.
D) It is more geographically dispersed.

Question 78

Selling more rainwear in Vancouver than in Edmonton due to the annual rainfall is an example of which type of marketing segmentation?

A) psychographic
B) demographic
C) geographic
D) psychological

Question 79

Which of the following is the process of separating, identifying, and evaluating the layers of a market to design a marketing mix?

A) marketing strategy
B) marketing division
C) market segmentation
D) market layering

Question 80

For a newly married man who has acquired three young children with his new bride, the selection of a vacation site would more than likely require which of the following behaviours because he has never had children before?

A) limited product stimulation
B) extensive decision making
C) limited decision making
D) conventional buying behaviour