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5 Written questions

5 Matching questions

  1. 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
  2. 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
  3. Almost all U.S. political candidates use some combination of red, white, and blue in their campaign posters. They are trying to position themselves in voters' minds using:

    a) symbols
    b) the competition
    c) value
    d) salient attributes
    e) all of the above
  4. A _________ growth strategy employs the existing marketing offering to reach new market segments.

    a) product proliferation
    b) market development
    c) product development
    d) market penetration
    e) diversification
  5. Which of the following are influenced by the external environment with respect to SWOT analysis. (May choose up to three answers)

    a) Strong regional brand identity
    b) Loyalty program
    c) Retail store growth in America
    d) Intense competition in the specialty and overall coffee market
  1. a a) symbols

    Red, white, and blue colors serve as symbols in this context because they call to mind the U.S. flag
  2. b b) market development
  3. c c) Retail store growth in America
    d) Intense competition in the specialty and overall coffee market
  4. d d) Culture
  5. e d) Price elastic target market

5 Multiple choice questions

  1. b) Opportunities

    Expansion of trade agreements is an external factor that could be favorable for firms that can take advantage. An external positive factor is an opportunity
  2. Evaluation of alternatives

    Different sets of alternatives are a factor during the third stage of the consumer decision process, evaluation of alternatives
  3. diversification
  4. d) Situational

    This is an example of a situational factor, taking advantage of a weather condition that creates specific needs
  5. c) value proposition

    The value proposition is the value of the firm's offering, as explained to the target market. Promotion is responsible for communicating this value proposition

5 True/False questions

  1. Recent advances in technology allow manufacturers, distributors, and retailers to track production, distribution, and sales. These advances help the firm to:

    a) increase value to the consumer through media effectiveness promotion
    b) tailor their marketing messages
    c) communicate with consumers on social media sites
    d) replace services with products
    e) meet inventory needs
    e) meet inventory needs

    Some of the other options address ways that technology can help firms communicate with consumers; however, the question asks about members of the supply chain using technology; inventory management is an example of how the supply chain can benefit from technology


  2. Marketers selling to the ___________ generational cohort need to recognize that these consumers are not too interested in shopping, are cynical, and are less likely to believe advertising claims than the generation(s) before themGeneration X


  3. constantly reminds customers of recently viewed items and informs them when stock is low in an effort to entice the customer to make a purchase. Zappos is trying to improve its ___________ rateb) Resource allocation

    Monique has chosen a target market, determined positioning strategies, and developed marketing mixes. She mow has to consider available resources and determines how they will be allocated across the different options available for implementation


  4. 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
    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


  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.Generational cohorts


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