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5 Written questions

5 Matching questions

  1. 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 ___________ rate
  2. Generally, people buy one product or service instead of another because they:
    a) perceive it to be the better value for them
    b) are unaware of key determinant attributes
    c) prefer to avoid doing extended problem solving
    d) get the lowest price possible
    e) have conducted a thorough internal search for information
  3. Whenever the president of the local public university promotes the institution, he emphasizes the university's price (much lower than neighboring private colleges) and high quality. He is positioning the institution based on:

    a) symbols
    b) product attributes
    c) competitive comparisons
    d) all of the above
    e) none of the above
  4. 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
  5. When Starbucks first opened, many critics suggested, "No one will pay $4.00 for a cup of coffee." Starbucks' critics suggested consumers would not be __________ to the company's offerings
  1. a responsive

    A segment is responsive if its members react similarly and positively to the marketing mix. Early critics did not believe that consumers would respond positively to the offer of a $4 cup of coffee
  2. b 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
  3. c 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)
  4. d a) perceive it to be the better value for them

    Value, the difference between what the customer gives and gets in an exchange, drives most consumer decision making.
  5. e conversion

    The conversion rate is percentage of purchase intentions that are converted into actual purchases.

5 Multiple choice questions

  1. b) 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
  2. a) Promotion

    Ads displayed in search engines are examples of promotion
  3. d) have been blurred in the past several years

    Gender roles have been becoming less fixed and more blurred for the last several years, with men and women no longer playing traditional roles. While gender neutral promotion is used far more often today, there are still some products that are marketed primarily to a specific gender
  4. a) understand their customers

    All of these steps might factor into a value communication strategy, but the only one that is necessary in all cases is understanding customers
  5. Federal Food and Drug

5 True/False questions

  1. Manufacturers who use just-in-time manufacturing systems coordinate closely with suppliers in order to ensure that materials and supplies arrive just before that are needed in the manufacutiring proccess. While just-in-time systems can offer major advantages in terms of inventory costs, they must be carefully managed. If a firm found that its just-in-time system was badly managed, leading to frequent manufacturing delays due to missing parts this would represent a ________ in a SWOT analysise) 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. 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
    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.


  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
    a) symbols

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


  4. For U.S. businesses with strong export capabilities, expansion of U.S. trade agreements with other countries creates:

    a) Weaknesses
    b) Opportunities
    c) Threats
    d) Strategic plans
    e) Strengths
    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


  5. We often see advertisements touting a product as being made with natural ingredients, or being long-lasting. Marketers using these types of promotions are positioning their products based on:

    a) product attributes
    b) competitive comparisons
    c) value
    d) symbols
    e) all of the above
    b) They speak different languages and comer from different cultures

    Asian consumers are not a single group-they come from many nations (i.e. China, Japan, Korea...) with different languages and cultures