MKT271 (Lessons 1, 3, 6, 7, 9, 11)- Chapters (1, 4, 8 & 9, 10 & 11, 16, 19)
Which of the following statements is true about on-demand marketing?
It is aimed at enhancing customer relationships.
Mitchell’s is a popular brand of women’s clothing. During market research, the company observed that a large number of its existing customers believe and promote the use of sustainable goods. Based on findings of the research, the top management of the company decides to use eco-friendly raw materials in manufacturing their clothes. Which of the following strategies is Mitchell’s using in this scenario?
Cost competitive advantage can be achieved by
avoiding marginal customers
A firm that extensively uses relationship-marketing strategies is most likely to
encourage teamwork among employees.
Of the following questions that companies consider, which best aligns with the production orientation philosophy?
“What can our engineers design?”
Companies that rely on the marketing concept and have implemented a market orientation strategy recognize that
customer wants can be satisfied by integrating the firm’s activities.
A sales-oriented firm places minimal emphasis on
building long-term customer relationships.
A marketing mix typically involves
In the context of marketing planning, implementation requires
delegating authority to employees.
Which of the following is a drawback of the production-orientation philosophy?
It overlooks the importance of market research.
Which of the following statements is true about Hispanic Americans?
A majority of Hispanic men shop for food items at traditional grocery stores.
Which of the following statements is true about tweens in the United States?
They are making an effort to look more mature at a younger age.
Upward mobility, a value that strongly influenced attitudes in the United States’ first 200 years, emphasizes
Which of the following statements is true in the context of the Great Recession?
The Great Recession spread to the globe by 2008.
Which of the following statements is true about Generation Y?
Its members are tech savvy but still use traditional media.
Which of the following statements is true about the Hispanic consumer market?
Hispanics accounted for most of the population growth in the 2010 Census.
Which of the following is true of individuals belonging to the baby boom generation?
They are willing to change brands and try new things.
Which of the following basic values strongly influenced attitudes in the United States’ first 200 years?
is aimed at confirming an existing theory.
The CAN-SPAM Act
prohibits commercial e-mailers from using false addresses and presenting false or misleading information.
TruColor Printers Inc. has purchased a sophisticated printing press for $1 million. Which of the following is most likely to be true about the printing press?
It will be depreciated over its useful life.
Social influences on consumer buying decisions are most likely to help in
reducing feelings of uncertainty among consumers.
Which of the following is an effect of social influences on consumer buying decisions?
Consumers seek out the opinions of others for decision making.
Which of the following is true of raw materials?
They often have a large number of relatively small sellers.
Which of the following is true of business marketing?
It deals with products used to facilitate an organization’s operations.
Households with older children generally spend more on food, entertainment, personal care products, and education. This most likely reflects the influence of which of the following on purchase decisions?
Corn refiners buy shelled corn and convert it into a variety of products including high-fructose corn syrup. The refiners then sell these products to companies for use in foods and beverages. Based on this information, which sector of the business market is most likely represented by the corn refiners?
Which of the following is true of business marketing on the Internet?
Business-to-business marketers are behind their business-to-consumer counterparts in social media adoption.
How are consumers influenced by reference groups?
Consumers use the same criteria as their reference groups to make personal consumer decisions.
Which of the following is a personal characteristic that is unique to each individual and is generally stable over the course of one’s life?
Which of the following is true of a target market characterized by widely scattered potential customers, highly informed buyers, and brand-loyal repeat purchasers?
It requires a promotional mix with more advertising and less personal selling.
Two popular beverage manufacturing companies in different countries merge to gain strategic advantages. The merger gives each brand access to a significantly larger market. To effectively reach both markets, the merged company needs to coordinate its promotional mix to produce a consistent, unified, and customer-focused message. In other words, the company needs to use
integrated marketing communications.
Arise Food Corporation displays posters in supermarkets to promote its new range of pasta sauces. Which of the following stages of the communication process is the company engaged in while promoting its products?
Which of the following statements is true of a promotional mix?
In advertising, the sponsor or company is identified.
Cover Board Inc. is a company that designs and prints advertisements on coffee sleeves used on cups sold in coffee shops. To find clients to advertise on the coffee cup sleeves, the company sends a representative to other companies to explain the benefits of advertising on these sleeves. In this case, which of the following promotional strategies does Cover Board Inc. use?
Which of the following statements is true of sales promotions?
Sales promotions include experiential marketing whereby marketers create events that enable customers to connect with brands.
A television channel promotes its new reality show through print and broadcast advertising as well as personal appearances by show participants in promotional events, Web sites, and merchandise signed by the participants. To make sure all of the promotional messages are coordinated, the television channel should use the
integrated marketing communications approach.
Which of the following statements is true of the characteristics of the elements in a promotional mix?
Important promotional ingredients tend to receive the most funding.
The promotional mix elements that should be emphasized for products moving into the growth stage of the product life cycle are
personal selling and persuasive advertising.
Which of the following statements is true of the AIDA model?
It discusses how consumers respond to marketing messages.
Social media measurements are meaningless if
they lack context.
Which of the following changes has been brought about in advertising due to the influence of social media?
The audience is often in control of the message, the medium, the response, or all three.
how the input of many people can be leveraged to make decisions that had previously been based on the input of only a few people.
By far, the largest social network for gaming is
Which of the following actions is performed during the final stage of an effective social media plan?
Making changes to a newly implemented campaign based on consumer response
In the context of the eight stages of effective listening, which of the following is a purpose of stage one – listening without objectives?
Keeping up with brand and competitor information
Which of the following is true of social media?
It offers more one-to-one ways to meet consumers than traditional marketing media.
Which type of social media users post comments, ratings, and reviews of products and services on blogs and forums?
Which of the following is the first stage involved in creating an effective social media plan?
Listening to customers
Social bookmarking sites differ from social news sites in that
the objective of their users is to collect, save, and share interesting and valuable links.