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5 Written questions

5 Matching questions

  1. Gender roles:

    a) are a constant cultural norm
    b) are unimportant to marketers
    c) require firms to produce gender neutral advertising for 100 percent of their products
    d) have been blurred in the past several years
    e) are important, and gender boundaries should never be crossed
  2. Many consumers correlate price with quality, thinking that the higher the price, the better the quality. For these consumers, this is:

    a) Social factors
    b) Temporal factors
    c) A decision heuristic
    d) A compensatory decision rule
    e) A noncompensatory decision rule
    f) None of the above
  3. The United States has often been called the "melting pot" society, integrating people from many different cultures into the social fabric of the country. The challenge for marketers is to determine whether a group's culture

    a) competes with or complements U.S. traditional culture.
    b) can be used as a relevant identifier for a particular target group.
    c) is passed from generation to generation orally or by written guides.
    is an important immediate marketing environment variable.
    d) is socially important.
  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
  5. In value-based marketing, promotion communicates the

    a) relative market value
    b) targeted solution
    c) value proposition
    d) operational excellence strategy
    e) target market definition
    f) all 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 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
  3. c 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
  4. d c) A decision heuristic

    Price is a decision heuristic--a shortcut to simplify and shorten the decision process. The saying "You get what you pay for" is related to this heuristic.
  5. e b) can be used as a relevant identifier for a particular target group.

5 Multiple choice questions

  1. c) Retail store growth in America
    d) Intense competition in the specialty and overall coffee market
  2. 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. conversion

    The conversion rate is percentage of purchase intentions that are converted into actual purchases.
  4. e) all of the above

    All of these are factors Alexis may use to position her store
  5. weakness

    The management of the just-in-time system is an internal issue; if it is being done badly, that makes it a weakness

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. 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


  3. 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


  4. 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


  5. Most banks now have customer relationship software which, when a customer contacts the bank, tells the service representative what types of accounts, loans, and credit cards the customer currently has. Service representatives use this information to sell some of the other services the bank currently offers to these customers. This is a _______________ growth strategy.

    a) product development
    b) diversification
    c) market development
    d) market penetration
    e) product proliferation
    a) Tweens

    'Tweens' is the term for the youngest component of Generation Y, who have had access to cell phones and the Internet all their lives