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5 Written questions

5 Matching questions

  1. 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
  2. American visitors to the Indonesian island of Bali are often aghast when they see the sign for the Swastika resort. Americans associate the Swastika symbol with Nazi Germany while Indonesians associate the symbol with the four major elements on Earth. The two groups have different:

    a) postpurchase dissonance
    b) perceptions
    c) factual norms
    d) attitudes
    e) risk factors
  3. The CAN-SPAM Act of 2003

    a) strengthened health standards for Spam and other canned meat products
    b) created penalties for sending misleading commercial email
    c) created oversight of canned visual advertising
    d) strengthened the Fair Packaging and Labeling Act
    e) restricted tobacco advertising
    f) none of the above
  4. _________________ are groups of people of the same generation who have similar purchase behavior because they have shared experiences, and are in the same stage of life.
  5. Jubyung is buying a laptop computer to take on trips. Although he looks at several brands, he refuses to buy a computer that weighs more than five pounds. Jubyung is basing his decision on

    a) Social factors
    b) Temporal factors
    c) A decision heuristic
    d) A compensatory decision rule
    e) A noncompensatory decision rule
  1. a d) Price elastic target market
  2. b Generational cohorts
  3. c e) A noncompensatory decision rule

    This is a noncompensatory decision rule because no trade-off is possible. No matter how inexpensive or powerful a computer may be, if it weighs more than five pounds, Jubyung will not buy it.
  4. d b) perceptions

    The cultural differences between Americans and Indonesians have led to different perceptions of the meaning of the swastika symbol
  5. e b) created penalties for sending misleading commercial email

    The CAN-SPAM Act of 2003 restricts the situation in which spam email can be sent

5 Multiple choice questions

  1. c) Opportunity

    Higher gas prices should make consumers more likely to consider buying electric cars, so this is a positive factor. It is external to the firm since it is beyond the firm's control. An external positive factor is an opportunity
  2. d) Situational

    This is an example of a situational factor, taking advantage of a weather condition that creates specific needs
  3. a) more risky than expansion in domestic markets

    International expansion is usually riskier because there are many differences--cultural differences, economic considerations, and political and legal differences, for example--to consider
  4. Reference groups

    Celebrities can serve as a reference group, since some consumers like to identify with celebrities and to follow their lead
  5. c) making sure the product is available in the stores where customers will want to find it, and that it is always in stock so they can buy it when they want to.

    Value creation through Place has to do with making sure the product is available when and where the customer wants it. Some of the other options (like the creative displays, or putting the product in the front of the store) may cause more consumers to notice the product, but the correct answer is the one that best describes ensuring that the product is available to the customer

5 True/False questions

  1. In 2006, Ford Motor Company announced it would severely cut back automobile production. For parts companies supplying Ford Motor, this represented a(n):

    a) threat
    b) strategic plan
    c) opportunity
    d) strength
    e) weakness
    f) all of the above
    a) threat

    For parts companies, Ford's actions represent external factors. A possible cutback in orders is a negative factor. An external negative factor is a threat


  2. Karen has identified four potential market segments for her Rent-A-Chef home meal catering service. The next step is to:

    a) develop a positioning strategy
    b) decide on a targeting strategy
    c) categorize each market segment by consumer demographics
    d) establish her overall objectives
    e) evaluate the attractiveness of each segment
    d) evaluate the attractiveness of each segment.

    After identifying potential market segments, the next step is to evaluate attractiveness of each segment


  3. The perceptions of __________ are measured in a perceptual mape) All of the above


  4. When senior citizens or recent immigrants are pressured to take out loans they cannot pay back (often containing high fees, hidden costs, and higher rates of interest), these are referred to as:

    a) predatory loans
    b) consolidated loans
    c) opportunistic financing
    d) low yield loans
    e) prime rate loans
    a) predatory loans

    The loans provided by predatory lenders, which target vulnerable consumers, are referred to as predatory loans


  5. 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
    a) symbols

    Red, white, and blue colors serve as symbols in this context because they call to mind the U.S. flag


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