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5 Written Questions

5 Matching Questions

  1. In recent years, cellular (mobile) service providers have worked hard to eliminate "dead zones," providing customers with service wherever they traveled. By working to make the network available in more locations, cellular service companies were focusing on __________ value creation.

    a) financial
    b) product
    c) promotion
    d) place
    e) price
  2. From a marketing perspective, what separates __________ from the generation before them is
    that they are individualistic, value leisure time as a high priority, and are trying to maintain their youth.
  3. Jim wants to position his firm against his competitors. In doing so he should:

    a) avoid making the competitor's product look undesirable
    b) avoid looking too much like the competitor so that he'd confuse the target segment
    c) avoid discussing the strengths of his product so that competitors won't be aware of his product quality
    d) never select a competitor in the same neighborhood
    e) none of the above
  4. Which of the following would be classified as a 'weakness' of McDonald's, using a SWOT analysis.

    a) Global retail store network
    b) Customers nonacceptance of McCafe
    c) Future sourcing sustainability
    d) Price elastic target market
  5. Greta is concerned that one of the potential market segments she has identified for her dog grooming service is too small and has too little income to have sufficient buying power. Greta is concerned with whether the segment is:

    a) reachable
    b) profitable
    c) responsive
    d) substantial
    e) all of the above
    f) none of the above
  1. a d) substantial

    A segment is substantial if it is large enough to be worth targeting, and if the segment members have sufficient buying power. "Substantial" is a better answer than "Profitable" because even a small segment with few people who can afford the product could be profitable in some circumstances, depending on price, margin, and so on
  2. b Baby Boomers
  3. c d) Price elastic target market
  4. d d) place

    By making sure the mobile network is available to use where and when customers want it, cellular service companies are working on place value creation
  5. e b) avoid looking too much like the competitor so that he'd confuse the target segment

    One danger in positioning against competitors is that the firm may end up confusing customers unless a clear distinction is made between the firm's products and those of competitors.

5 Multiple Choice Questions

  1. e) none of the above

    By emphasizing the low price and high quality, the university president is focusing on value (which is not listed in the choices)
  2. c) creates opportunities to provide value to each group.

    Upper-income, middle-income, and lower-income individuals are all consumers, and all can be offered value in different ways.
  3. d) approximately 80 percent of all population growth in the next 20 years is expected to come from minority groups

    Ethnic groups represent a fast-increasing percentage of the U.S. population
  4. Generation X
  5. e) All of the above

5 True/False Questions

  1. As part of her company's SWOT analysis, Valerie is assessing the company's internal environment, including:

    a) Strengths and Weaknesses
    b) Opportunities and Threats
    c) Threats
    d) Strengths
    consumers

    Perceptual maps measure perceptions of consumers, not of competitors or members of the firm

          

  2. In its campaign for Real Beauty, Dove was able to connect with important parts of its customer base by:

    a) Expanding beyond traditional constraints of advertising
    b) Creating high impact campaigns at a lower cost
    c) Connecting directly eith customers via the internet
    d) All of the above
    e) None of the above
    d) Culture

          

  3. Google and other search engines allow marketers to bid to have their ads shown when consumer search on keywords related to the firm's products. These marketers are attempting to create value through

    a) Promotion
    b) Place
    c) Price
    d) Primary
    e) Product
    f) All of the above
    a) Promotion

    Ads displayed in search engines are examples of promotion

          

  4. Insight Guides, a line of travel books, provides travelers with background information about the peoples' beliefs, values, and customs. Insight's books educate travelers about a country's

    a) Demographics
    b) Political parties.
    c) Social concerns
    d) Culture
    e) All of the above
    f) None of the above
    e) none of the above

    By emphasizing the low price and high quality, the university president is focusing on value (which is not listed in the choices)

          

  5. The __________ component of customers' attitude is represented by belief. For example, Apple computer users may feel that Apple is better at innovation than its competitors.consumers

    Perceptual maps measure perceptions of consumers, not of competitors or members of the firm

          

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