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5 Written questions

5 Matching questions

  1. The traditional marketing strategy of selling umbrellas when it is raining is an example of how __________ factors influence consumers' decisions.

    a) Interpersonal
    b) Shopping
    c) Psychological
    d) Situational
    e) All of the above
    f) None of the above
  2. 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
  3. When John and Dorothy go out to dinner, they look for unusual wines on the wine list. Experience has taught them that unusual wines are often personal favorites of the restaurant
    owner and can offer a special experience. John and Dorothy have their own __________ when
    choosing wines.

    a) compensatory decision rule
    b) social factors
    c) temporal factors
    d) noncompensatory decision rule
    e) decision heuristic
  4. 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
  5. Introducing newly developed products or services to a market segment the company is not currently serving is called
  1. a a) product attributes

    Ingredient lists and long-lasting effects are examples of attributes that may be salient (important) to the target market.
  2. b e) decision heuristic
  3. c c) Retail store growth in America
    d) Intense competition in the specialty and overall coffee market
  4. d diversification
  5. e d) Situational

    This is an example of a situational factor, taking advantage of a weather condition that creates specific needs

5 Multiple choice questions

  1. cognitive
  2. b) A consumer recognizes an unsatisfied need

    Need recognition is the first step in the consumer buying process
  3. e) all of the above
  4. c) Expansion in China

    Expansion overseas is considered an 'opportunity'
  5. c) ease of accessing or developing distribution channels and brand familiarity

    Evaluation of profitability considers market growth, market competitiveness, and market access, along with ensuring that the profit margin will be sufficient to cover costs. Market access includes ease of developing or accessing distribution channels, and brand familiarity

5 True/False questions

  1. Samantha is charged with assessing for company's external environment as part of a SWOT analysis. Samantha will study her company's

    a) Threats
    b) Opportunities
    c) Stengths
    d) Opportunities and threats
    e) None of the above
    d) Opportunities and threats

    The external components of a SWOT analysis are opportunties and threats

          

  2. The __________ Act created the FDASetting price based on buyers' perceptions of value rather than on the seller's cost

          

  3. Braddock University allows recent graduates to come back and take additional courses for free. By offering additional educational services, the university is enhancing its _____________ in an attempt to create value for its customers.

    a) Place strategy
    b) Product strategy
    c) Locational excellence strategy
    d) Segmentation strategy
    e) Diversification strategy
    b) Product strategy

    The product the students buy--a degree--is enhanced by the ability to take extra courses at no additional cost. Thus, this special offer is related to the product strategy.

          

  4. 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
    d) market penetration

    Selling more services to existing customers is a market penetration growth strategy. If these were newly developed services, this would be a product development example

          

  5. 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) All of the above

    Dove's campaign for Real Beauty, launced on the internet, allowed the brand to reach out directly to customers, bypassing the typical constraints of mass media advertising and also saving money