QuestionMultiple Choice111. Successful marketing requires that com

10 May QuestionMultiple Choice111. Successful marketing requires that com

Question
Multiple Choice

111. Successful marketing requires that companies fully connect with their customers. Adopting a ________ marketing orientation means understanding consumers—gaining a 360-degree view of both their daily lives and the changes that occur during their lifetimes.

a. holistic

b. customer

c. segmented

d. focused

e. niched

112. Americans love their leisure time. The average number of times an adult goes out to a movie annually is ________.

a. 50

b. 15

c. 9

d. 7

e. 5

113. Social classes differ in media preferences, with upper-class consumers often preferring ________ and books and lower-class consumers often preferring television.

a. movies

b. radio

c. video or computer games

d. magazines

e. music downloads

114. American Demographicspredicts three trends that will impact business and marketing in the next 25 years. Which of the following is one of those predicted trends?

a. More international travel.

b. An increasingly diverse America with a shrinking white majority.

c. The majority of all retail purchases being done online.

d. Less need for a college education and more emphasis on learning a

trade.

e. Social class warfare that may even become violent.

115. Jason writes a weekly column in his school’s newspaper about movies he has seen, books he has read, and concerts he has attended. His column provides information and opinions. Feedback from his fellow students is positive and appreciative of the advice that is given. Which of the following would be the most apt description of the role played by Jason?

a. Silent majority

b. Protestor

c. Protector

d. Muckraker

e. Opinion leader

116. According to information presented in the text, the ________ cultural market segment is the most fashion conscious of all the racial groups, tend to be motivated by quality and selection, and shop more at neighborhood stores.

a. African American

b. Hispanic American

c. Asian American

d. European American

e. Indian American

117. According to recent research, which of the following market segments is characterized as valuing connections and relationships with family and friends with respect to marketing messages received?

a. Men

b. Women

c. Seniors

d. Young adults

e. Single parents

118. After being considered an unprofitable stepchild of the Disney empire, the Disney Channel has become the company’s cash cow solely from its ability to reach the underserved “________ market” and leverage its success through Disney’s other divisions.

a. teen

b. post teen

c. tween

d. young adult