29 Jun MKT 100-Alayna is starting to write the product section of her
Question
Question 1 Alayna is starting to write the product section of her marketing plan and
wants to say that they offer several product lines that can vary in breadth
and depth. It could be helpful for her to describe this as a _____________.
A product
. mix
B marketing
. mix
C Collection
.
D Brand
.
Debbie owns a gift shop and is trying to decide what her advertising goals
are. This is a question about which of the 4Ps?
A Product
.
B Price
.
C Place
.
D Promoti
. on
Deciding on your ideal distribution system relates to which of the 4Ps?
A Product
.
B Price
.
C Place
.
D Promoti
. on
If a company segments customers by gender, age, education, and income,
then in your marketing plan, you should specify that your company bases its
segmentation on __________ factors.
A Demograp
. hic
B Geographi
. c
C Psychologi
. cal D Behavioral
.
The downstream partners that help a company reach consumers comprise
the ________.
A supply chain
.
B Logistics
.
C distribution
. channel
D channel
. members
Apple computers used to be in the business of manufacturing only, but then
they opened Apple stores. This is an example of which of the following?
A revenue sharing
.
B forward
. integration
C franchising
.
D backward
. integration
Barnes & Noble started as a retailer but then opened warehouses to stock
books and later began publishing “classics” with its own imprint. This is an
example of which of the following?
A revenue sharing
.
B forward
. integration
C push marketing
.
D backward
. integration
When the decisions seem overwhelming, we should simplify and remember
that the key to marketing is to think about the ___________.
A sales force
.
B bottom line .
C Customer
.
D mission
. statement
Most consumers wouldn’t drive very far to buy a pack of gum since it’s a
lost-cost item that is often bought on impulse. Therefore, this product needs
to be distributed ________.
A Intensively
.
B Selectively
.
C Paradoxica
. lly
D Partially
.
Macy’s uses the RFM matrix to determine its most valuable customers.
Recency is weighted at a 3, frequency is weighted at a 9, and monetary is
valued at a 7. Customer A has a score of R=1, F=5, M=6. What is Customer
A’s RFM score?
A 15
.
B 31
.
C 90
.
D 10
. 0
When customers become dissatisfied, what is the primary means of
regaining the customer?
A through an empowered frontline
. employee
B a free sample
.
C a discount
.
D through interviews
. For______ purchases like vehicles, the comparative evaluation process is
typically quite deliberative and conscious.
A high. involvement
B Quick
.
C low. involvement
D B2B
.
The comparative evaluation process is thought to operate in which of the
following types of purchases?
A low involvement
.
B high involvement
.
C both low and high
. involvement
D neither low nor high
. involvement
Bob at Bob’s Furniture is looking at a perceptual map about customers’ ideas
about his products. The attributes customers care most about are price and
comfort. They care less about aesthetics and quality. The attributes in which
Bob’s product are doing worst are comfort and quality. They are doing best
on price and aesthetics. Which attribute should be Bob’s priority as he tries
to improve?
A Price
.
B Comfort
.
C Aestheti
. cs
D Quality
.
Marketing information should be gathered ______ so the company can be in
the know and poised for action.
A Quarterly
.
B Annually
.
C Constantly .
D every two
. years
Conjoint studies are run to understand how consumers make __________.
A Money
.
B trade-offs
.
C Observati
. ons
D Impressio
. ns
Gary wants to create a perceptual map for positioning using the attributebased approach. He comes to you for advice as to how he should get started
on this. What is the first step you would advise Gary to undertake?
A Determine the specific questions to be used for the two types of
. ratings: (1) how does our company rate on a number of attributes,
and (2) how important are each of these attributes.
B Determine how similar pairs of two attributes are.
.
C Plot the attributes in a two-dimensional space.
.
D Determine the importance of the attributes.
.
A price’s role as a cue is so strong that prices are known to contribute to the
formation of ______ prior to a purchase.
A Beliefs
.
B Expectati
. ons
C Decisions
.
D Explanati
. ons
Which of the following is NOT true about the price-sensitive segment?
A They are deal-prone.
. B
.
C
.
D
. They will run to competitor if we raise prices.
If prices get too high, they may completely drop out
of the category.
They’ll buy our brand no matter what. Which of the following is NOT one of the three ways for companies to set
prices?
A medium prices
.
B high prices
.
C low prices
.
D discretionary
. prices
Services, like car maintenance, are said to be __________, which means there
is no such thing as storing inventory or excess capacity.
A Perishable
.
B price
. sensitive
C Legitimate
.
D Concrete
.
If demand bounces around when prices change, it’s _______.
A Elastic
.
B Stable
.
C Absolut
. e
D Unreliab
. le
A company whose mantra is, “We do one thing very well” is probably
pursuing which of the following strategies? A
.
B
.
C
.
D
. cost
leadership
Differentiati
on
Focus
price
leadership What is a company’s ultimate goal?
A growing profit
.
B expanding into as many segments
. as possible
C being a leader
.
D pleasing customers
.
Which strategy in the Ansoff Product-Market Growth Matrix combines current
markets and current products?
A market
. development
B product
. development
C market
. penetration
D diversify
.
Which of the following is NOT true about a company dashboard?
A They can take any shape.
.
B If a gauge is in the center, the company
. is in trouble.
C They can include financial information.
.
D They can include HR information.
.
If the advertising goal is to increase awareness, what type of ad should be
run?
A an ad with lots of humor
. B
.
C
.
D
. an ad with lots of information
an ad with a celebrity endorsement
an ad with a combination of information
and action What term is used to describe an experiment run by an ad agency where the
ad agency will recruit consumers to come watch a TV series and commercials
like those for Cheerios? The consumer will then answer questions about the
ads and the agency uses the responses to determine how well the ads will do
in the real world.
A focus groups
.
B Sampling
.
C copy testing
.
D ad concept
. testing
In a(n) ______, the featured brand name is mentioned, as is the brand name
of a competitor.
A cognitive ad
.
B noncomparativ
. e ad
C comparative
. ad
D emotional ad
.
When a business looks for their ads to have a holistic nature that is
consistent across all media choices, they are using _______.
A Comprehensive Marketing
. Communications
B Full Marketing Approach
.
C Integrated Marketing
. Communications
D Complete Marketing Solutions
. Saffire Clothing’s ads claim that the brand is an exclusive, premium brand.
Saffire’s products need to be _______, priced relatively high, and distributed
relatively exclusively.
A Trendy
.
B high
. quality
C Stylish
.
D well
. known
What term refers to the set of actors (or nodes) and the relational ties that
link them?
A team
.
B group
.
C netwo
. rk
D forum
.
Many companies (including Facebook, YouTube, Chrysler Coca-Cola,
Starbucks, The Walt Disney Company, Oreo, MTV, Red Bull, Skittles, and
Victoria’s Secret) have between 12 and 30 million fans each. In other words,
they are quite sophisticated when it comes to _______ marketing.
A blin
. d
B bul
. k
C bill
.
D buz
. z
What does KPI stand for?
A key performance
. indicator
B key profit indicator
. C key performance
. initiative
D key profit initiative
.
Word of
A
.
B
.
C
.
D
. mouth feels _______ to consumers.
Boring
Phony
Annoyi
ng
Authent
ic What time of media schedule has a fairly regular ad exposure?
A Continuo
. us
B Occasion
. al
C Seasonal
.
D Annual
.
For any ad, what is a question that needs answered?
A Who is the target
. audience?
B What is the selling price?
.
C What is the product
. placement?
D Who is the brand
. advocate?
National Electronics makes hearing aids. They created one humorous ad, and
they made another ad that explained how the device will make the user’s life
better. These 2 ads are an example of ____ across media and messages.
A poor
. design
B Marketin
. g C Integrati
. on
D Synergy
.
_____ is usually used for sports. It can also sometimes be of other cultural or
artistic endeavors. It is an effective medium because it’s exciting, and the
brands draw from both their positive valence and their high positive energy.
A Promotion
.
B Publicity
.
C PR
.
D Event
. sponsorship
Starbucks is considering using product placement as a creative means to get
in front of consumers. Which of the following is NOT likely to be an
alternative for product placement in their overall advertising strategy?
A movies
.
B television
. shows
C video games
.
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