MKT 100-Marketing is a series of planning and management

29 Jun MKT 100-Marketing is a series of planning and management

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Question 1

Marketing is a series of planning and management activities leading to a transaction between buyer and seller.

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TrueFalse

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The marketing mix is a group of uncoordinated functions that provide the basis for customer satisfaction.

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TrueFalse

Question 3
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A study of marketing can . . .

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a. Enable you to be a more informed citizen.b. Help you in your career.c. Demonstrate how marketing affects your life.d. Make you a better consumer.e. Do all of the above.

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The activities of every key department–accounting, research, production, and sales–in an organization have an impact on the marketing program.

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TrueFalse

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The competitive environment contains all of the firms vying with each other by offering products and services to the same consumers or target markets.

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TrueFalse

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Prospective customers can include . . .

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a. Individuals buying for themselves.b. Individuals buying for their households.c. Organizations that buy for their own use (such as manufacturers).d. Organizations that buy for resale (such as wholesalers and retailers).e. All of the above.

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A marketing plan is a blue print for action as well as a measuring stick for control.

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TrueFalse

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Marketing research is often done haphazardly due to the need for data gathering from a variety of sources simultaneously.

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TrueFalse

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Demographics would NOT be concerned with an individual’s . . .

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a. age.b. political beliefs.c. income.d. educational level.e. gender.

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The invention of the remote control, which allows consumers to zap commercials, illustrates how the environment affects marketing.

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politcalcompetitivetechnologicalsocialdemographic

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Which of the following basic elements should be included in the actual form and design of a marketing plan?

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a. A situation analysis.b. Strategic planning decisions.c. Marketing mix objectives.d. Monetary controls.e. All of the above.

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What is the major goal of all marketing research?

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To manipulate primary data and support management decisions.To decide the appropriate action to take.To sample every possible individual or item that is affected by the results of the research.To get the predicted results.To reduce the risk of a management decision.

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Marketing research can . . .

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assess distribution needs and market entry strategies.project sales potential.test the effectiveness of various promotional strategies.evaluate pricing strategies.do all of the above.

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What are the two types of data that are used in marketing research?

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a. Observational and experimental.b. Primary and secondary.c. Direct and indirect.d. Oral and written.e. Rigid and spontaneous.

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Positioning’s main objective is . . .

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a. to align with the advertising.b. to establish the identity of the product and thus its perception in the market.c. to select the target market.d. to establish the marketing strategy.e. to set the parameters of marketing research.

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Behavior segmentation focuses on whether people use or do not use a product, how often they use a product, how much of the product they use, and how loyal are they to the product.

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TrueFalse

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Which of the following statements about culture is true?

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a. Culture is dynamic.b. Culture is transmitted from one generation to another.c. Differences in culture over time and from nation to nation add to the complexity of marketing.d. ulture is learned.e. All of these statements about culture are true.

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In a marketing plan, a positioning statement ought to be written in terms of how consumers will see the product.

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TrueFalse

Question19
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Which of these factors can be a basis for geographic segmentation?

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a. Population density.b. National boundaries.c. Neighborhoods.d. City size.e. All of the above.

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In deciding on target markets, marketers must consider what they know about . . .

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a. the current size of the market.b. how the target fits the firm’s overall objectives.c. what kind of potential competition exists.d. the forecasted market size.e. All of the above.

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Maslow’s hierarchy of needs theory is partially based on the assumption that a satisfied need no longer motivates.

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TrueFalse

Question22
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Targeting means defining subcategories of people with common characteristics that make up a market.

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TrueFalse

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If an environmental group such as the Sierra Club could use only one segmentation strategy to select its target market, it would probably pick a segmentation method that focused on lifestyle.

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TrueFalse

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In organizational buying behavior, the “buying center” refers to:

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a. The procurement office within an organization.b. A fixed team of employees whose primary purpose is to review and approve new buys and modified rebuys.c. All the individuals who participate in a particular buying situation.d. Specific individuals authorized to review proposals and negotiate contract terms.e. All of the above.

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Market segmentation enables companies to target different categories of customers who perceive the full value of certain products and services differently from one another.

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TrueFalse

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Which of these criteria would NOT describe what a market segment should be?

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a. measurableb. accessible by communication and distribution channelsc. different in its response to a marketing mixd. durable, that is, not changing too quicklye. substantial enough to be profitablef. All these criteria apply to “market segment.”

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A company that sells products or service specific to a certain community, state, region, country or group of countries would likely use geographic segmentation.

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TrueFalse

Question28
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Camping enthusiasts have varying demographic traits. Thus, marketers of new camping equipments would likely use a psychographic segmentation because camping is seen as a lifestyle pursuit.

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TrueFalse

Question29
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Behavioral segmentation looks at factors such as number of children in the household, stage of life, and recreational activities.

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TrueFalse

Question30
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Ideally, a positioning statement should do all the following EXCEPT:

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a. Define the target audience.b. Define the category in which the product competes.c. Points out the benefit of the product.d. Divide the larget market into distinct groups.e. Give the potential customer a reason to believe the product will deliver on its promise.
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