5 Written questions
5 Matching questions
- 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
- 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
- The idea of value-based marketing requires firms to charge a price that
a) covers costs and generates a modest profit.
b) prioritizes customer excellence above operational excellence.
c) includes the value of the effort the firm put into the product or service.
d) captures the value customers perceive that they are receiving.
e) matches competitors' prices.
- Marco was assigned to help create a positioning strategy for his employer's products based on product attributes. He should consider:
a) the characteristics that helped his firm win a statewide award for excellence in manufacturing
b) the features the engineers feel are most important
c) what the target market would consider the most important features
d) the safety record of the firm and its products
e) the ways the sales representatives have been positioning the firm's products
- Stuart wanted to impress Janet with the perfect engagement ring. He had been saving money for months, and he noticed his attitudes and perceptions about diamond rings changing as he began paying attention to ads for rings. Marketers call this process
b) A decision heuristic
- a b) created penalties for sending misleading commercial email
The CAN-SPAM Act of 2003 restricts the situation in which spam email can be sent
- b c) what the target market would consider the most important features
Positioning should be done with the target market's needs in mind. What matters is which attributes are salient (important) to potential customers
- c d) captures the value customers perceive that they are receiving.
- d c) Learning
- e 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
5 Multiple choice questions
- b) This generation puts a strong emphasis on work/life balance and are experts at using various media forms
Generation Y puts a strong emphasis on work/life balance. its youngest members have had access to the Internet for their entire lives, but this is not true of its older members of the generation
The conversion rate is percentage of purchase intentions that are converted into actual purchases.
- Baby Boomers
- c) The fastest growing minority population
- Federal Food and Drug
5 True/False questions
E-books, in addition to being an alternative product form, provide _________ value creation since they can be downloaded via the internet immediately when they are needed.
f) All of the above → b) Place
Place refers to getting products to customers when and where they need them. This is what electronic downloading of e-books offers.
Which of the following is NOT one of the four major growth strategies marketers typically utilize?
b) Product developement
c) Market penetration
d) All of the above
e) None of the above → e) None of the above
The four growth strategies are market penetration, market development, product development, and diversification
Alexis has selected target markets for her fashion accessories store in a suburban strip mall. She is now deciding how to position the accessories. She could consider positioning based on:
a) product attributes
c) competitive comparisons
e) all of the above
f) none of the above → diversification
When pursuing a market development strategy, expanding into international markets is generally
a) more risky than expansion in domestic markets
b) the only option offering substantial opportunities for growth
c) simplified by creating new products for export markets
d) impossible due to negative attitudes about American products
e) executed with the help of international trade subsidies → 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
Samantha is charged with assessing for company's external environment as part of a SWOT analysis. Samantha will study her company's
d) Opportunities and threats
e) None of the above → d) Opportunities and threats
The external components of a SWOT analysis are opportunties and threats