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Practice Quizzes Chapter 2 (Week 12) Question One: Julian and his friends log into an app at the mall. They follow a series of challenges in participating, which include snapping pictures of different products and bumping phones with other shoppers. The winner receives a coupon for the food court. What game are they participating in? A) Snapette B) NOWNESS C) Pose D) SVNGR Question Two: Suppose that the Nando’s restaurant chain held a competition offering free food for a year to the customer who visited – and ‘checked in’ – to the largest number of Nando’s restaurants via the FourSquare mobile app. This promotion would be an example of A) Media sharing B) Gamification C) Sentiment analysis D) A microblog Question Three: A personalised offer sent to a targeted customer via social media is more likely to excite him or her A) True B) False Question Four: While waiting in line to make a purchase at Dymocks, Joan sees signs reminding her to visit their website for online specials and to sign up right now or her smartphone for the Dymocks Loyalty Rewards Program. Other signs remind her that Dymocks will match competitors’ prices on any item they sell. This is an example of which 4E framework A) Engage B) Excite C) Experience D) Educate Question Five: For marketers, media-sharing sites such as YouTube or Flickr are social media tools BEST used to: A) Provide visual experience and engage with customers B) Stimulate excitement C) Develop customer education and engage with other users D) Develop customer education Question Six: When dealing with expert opinion leaders you want to: A) Challenge them but don’t disrespect them B) Stay focused on their area of interest C) Help them learn more about product category D) Benefit the most from their creative potential

Question Seven: What is a microblog? A) A blog whose owner doesn’t post very often B) A blog that supports only links to other posts C) A blog run by a small business D) A blog service that supports only short posts Question Eight: The term ‘social media’ refers exclusively to social networking sites such as Facebook A) True B) False Question Nine: Gene’s Complete Cameras offers its customers an interactive website to help them choose the best camera for their lifestyle. But the site’s most-used feature is its user blog in which customers – both satisfied and unsatisfied – talk about products they have purchased, and the service received at Gene’s. The user blog best describes which of the 4E frameworks for the store’s customers A) Engage B) Excite C) Experience D) Educate Question Ten: The 4E framework for social media guides marketers in using social media effectively to build and deepen customer relationships. Which of the following is NOT one of the four E’s in this framework? A) Engage B) Energise C) Experience D) Educate Chapter 3 (Week 13) Question One: Short-term profitable decision can cause firms to lose customers in the long-run A) True B) False Question Two: Every year, General Mills issues a report discussing how the firm has performed against its own standards of ethical conduct. This report is part of General Mills’ ______ phase of their strategic marketing plan A) Planning B) Implementation C) Control D) Evolution Question Three: Alicia has been asked to approve a marketing campaign which, although it is not illegal, promotes food products to children. She is concerned that the food products are not particularly nutritious, although they are not as bad for children as some others sold by competitors. She reviews the tests in the ethical decision-making metric, and she decides her best course of action is to A) Ignore the metric as unworkable, since the campaign might pass some of the tests and fail others

B) Not worry about the children; their parents are lilely making the buying decision and they should be able to decide for themselves C) Put the campaign on hold while she explores with the staff how they approached the ethical issues D) Consult the firm’s code of ethics for guidance and leave personal ethical considerations out of the decision-making process Question Four: Marketing has been singled out as the root cause of ethical problems in business A) True B) False Question Five: When making decision, managers often have to decide between what is benefical for them (and possibly the firm) in the short run, and doing what is right and beneficial for the firm and for society in the address this conflict, a firm A) Must evaluate its quarterly profit statement from an ethics standpoint B) Must state its long-term goals in general terms, so as to not interfere with the managers’ short-term goals C) Must always put society’s need ahead of the firm’s needs D) Must ensure that long goals are aligned with the short-term goals of each individual within the firm Question Six: Jacqueline was pleased to read a paraphrasing of the Golden Rule, ‘Do unto our customers as you would have them do unto you’, as part of her new employer’s mission statement. Next, Jacqueline expects to find in the firm’s employee handbook A) A summary of recent Supreme Court business ethics cases B) A statement that she needs to decide how the Golden Rule applies to her job on her own, without any influence from her employer C) Explicit rules governing the firm’s transactions D) A list of employee concerns Question Seven: Garrett has just purchased a beer distrubirotship. He wants to increase the visibility of his firm in local markets, but he knows there are a number of regulations and socially accepted practices associated with promoting alcoholic beverages. According to the for ethical decision-making framework, the first thing Garrett should do is to A) Identify issues B) Promoto the firm’s CSR efforts C) Gather information and identify stakeholders D) Brainstorm and evaluate alternatives Question Eight: When looking at ethical issues associated with the strategic marketing planning process, questions A) Should only be addressed during the evaluation stage B) Should never be asked; only managers should deliberate marketing ethical issues C) Vary at each stage of the process D) Are never asked during the implementation stage Question Nine: The ethical decision-making framework includes all of the following steps except A) Identify issues B) Promote the firm’s CSR efforts C) Gather information and identify stakeholders

D) Brainstorm and evaluate alternatives Question Ten: The process of a creating strong ethical business climate begins with the front-line employees who interact directly with customers A) True B) False Chapter 5 (Week 11) Question One: The Wall Street Journal provides a set of guidelines each year for purchasing a laptop computer. The guidelines include recommendations for hard disc capacity, memory size, battery life and several other attributed. The Wall Street Journal is providing customer with A) An evoked set B) Psychological needs C) Social concerns D) Evaluative criteria Question Two: There is an old saying, ‘Never go to the grocery store hungry.’ This saying suggests that a consumer’s ______ state may adversely affect purchasing decisions A) Shopping B) Social C) External D) Temporal Question Three: Negative attitudes are typically difficult for marketers to change because A) Most consumers’ attitudes depend on prices B) Consumers weigh performance risk against functional needs when assessing their attitudes C) Attitudes are learned and long lasting D) Attitudes shift consumers from limited to extended problem-solving situations Question Four: When Glen is thirsty, he always buys a coke. Like many consumers, Glen engages in considerable alternative evaluation when buying habitual products like his coke A) True B) False Question Five: Jordana is buying a laptop computer to take on trips, although she has looked at several brands, she refuses to buy a computer that weighs more than 5 pounds. Jordana is basing her decision on A) A compensatory decision B) A non-compensatory decision rule C) Habitual decision making D) Social factors Question Six: The buying process begins with a comparison of available alternatives A) True B) False

Question Seven: A consumer’s external social environment includes A) Impulse, habitual and limited problem-solving processes B) Functional and psychological needs C) Universal, retrieval and evoked sets D) Family, reference groups and culture Question Eight: When making an important purchase, consumers often consult friends and family. This is an external search for information A) True B) False Question Nine: The consumer buying process begins when A) A consumer enters a store B) Consumers’ functional needs are greater than their psychological needs C) A consumer’s performance risk is minimised D) A consumer recognises an unsatisfied need Question Ten: Ryan believes he is responsible for his actions and he will conduct extensive searches before making a purchase. Michael's favourite phrase, when confronted by the need to make a decision, is, 'Whatever'. In marketing terms, Ryan is said to have a(n) __________ and Michael, a(n) __________. A) Obsessive personality; laissez-fair approach B) Formal search function; casual search function C) Increased search anxiety; decrease search anxiety D) Internal locus of control; external locus of control Chapter 10 (Week 7) Question One: The building blocks of service quality are reliability, responsiveness, assurance, empathy and tangibles. A) True B) False Question Two: Rob was complaining to another member of the lawn crew, 'I don't know how they expect me to do an adequate job. The mower doesn't work right, the trimmers are so dull they don't cut anything, and the rest of the equipment is so old we can't get parts.' Rob's company lacks the __________ workers need to be able to do a good job. A) Maintenance schedule B) Instrumental support C) Equipment inventory D) Service infrastructure Question Three: Services marketing managers have learned that more employees will support a qualityoriented process if A) They are involved in setting the goals B) Perishable services are replaced with tangible services C) They are required to diverge from existing standards D) Customers are responsible for setting service quality standards

Question Four: Most customers want to achieve a fair solution following a service failure. Which of the following is NOT a factor that affects a person’s perceptions of ‘fairness’ in these kind of situations A) The nature or severity of the service failure B) The customer’s experience with other firms C) The firm’s policy on service recovery D) Observed treatment of other customers Question Five: Sean had moved to take a new town. When he fell ill, he needed to find a doctor. He discovered during the visit that he didn't like the one he had chosen, and he knew he'd never go back to that doctor. From a marketing perspective, his situation highlights one of the key differences between products and services, known as: A) Intangibility B) Professional competence C) Perishability D) Inseparability Question Six: Along the service-product continuum, which of the following would be considered the most service dominant? A) Grocery store B) Apparel speciality store C) Doctor’s office D) Restaurant Question Seven: When choosing where to eat for lunch, Veronica’s major service criterion is speed: being seated promptly and served her meal quickly. For Veronica ____ is the most important of the five service quality dimensions A) Assurance B) Reliability C) Tangibles D) Responsiveness Question Eight: One use of marketing research is to provide an effective means to understand consumers’ expectations and their perceptions of service quality A) True B) False Question Nine: By providing customer service, firms _____ their products A) Eliminate the communication gap for B) Add value to C) Reduce the zone of tolerance for D) Increase the perishability of Question Ten: Cheryl will only let Martiné cut her hair. She has tried other hairdressers, but she knows from experience that Martiné cuts her hair well every time. For Cheryl, __________ is the most important of the five service quality dimensions. A) Assurance B) Reliability

C) Tangibles D) Responsiveness Chapter 11 (Week 8) Question One: Firm A has set very low prices for its products in an attempt to drive its competitor, Firm B, out of business. This is known as monopolistic pricing A) True B) False Question Two: Because consumers are generally more sensitive to price increase than to price decreases, it is easier to lose current customers with a price increase than it is to gain new customers with a price decrease A) True B) False Question Three: A video gaming system is being sold. The package includes one game console, two gaming accessories and one video game for $200, which is $60 less than it would cost to purchase the items separately. This type of pricing is known as A) Price skimming B) Loss leader pricing C) Price bundling D) Quantity discount Question Four: Sharon knew that her established customers liked her product much better than the competitors. She was planning to expand into new markets, and she was considering pricing. She was leaning toward charging a higher price than competitors to help demonstrate that hers was a high-quality product. Sharon was considering: A) A top of market strategy B) The value of quality C) Premium pricing D) Differential pricing Question Five: Tess is the marketing manager for a fast food restaurant chain. She uses a target return pricing strategy because her firm’s objective is to: A) Increase profits B) Increase sales C) Decrease competition D) Build customer satisfaction Question Six: Raymond estimates that the fixed costs associated with opening a new bank branch are $500 000. He expects the branch to attract 1000 new customer accounts in the first year, each of which will cost $50 per year to service. He also expects to generate $100 000 per year in revenue. For Raymond, the total cost of opening the new branch and remaining open for one year will be: A) $500,000 B) $550,000 C) $650,000 D) $540,000

Question Seven: Customers purchase prestige products for the status of owning the products, not just for functionality. These products may not follow a typical demand curve if: A) People don’t know the price B) Raising the price make more people want to own one C) Similar products become less expensive D) The marketer can demonstrate that functionality is more important than prestige Question Eight: Chris works for a hardware store. His boss directs him to make a list of manufacturers whose brand names were included in the store's recent newspaper ads and to put copies of the ads with the invoices from each manufacturer. Chris's boss is documenting a(n): A) Advertising allowance B) Slotting allowance C) Quantity discount D) Loss leader pricing deduction Question Nine: Production of the DeLorean car, made famous in the film Back to the Future, never got above 25 000 units during its lifetime. Automobile industry analysts estimate that production of this car needed to reach around 300 000 units to achieve the __________, a decrease in unit cost as product volume increases. A) Slotting allowance benefit B) Price fixing return C) Improvement value effect D) Experience curve effect Question Ten: The following concepts relate to new pricing models except: A) Freemium B) Showrooming C) Demoware D) Shareware Chapter 12 (Week 9) Question One: In an administered vertical marketing system: A) No individual participant has control over the others, since a third-party administrator oversees the entire supply chain B) Transaction selling is the norm, with the invisible hand guiding the overall functioning C) There is no common ownership, and the dominant member has significant power to impose its ideas and objectives D) Independent firms join together formally to decide as a group how the marketing channel will operate Question Two: Johan owns an oil-change business called Oil Only. He changes oil in cares – and that is all he does. What kind of retail business is this? A) Service retailer B) Speciality store C) Category specialist D) Extreme value retailer

Question Three: Generally, the larger and more sophisticated the channel member, the less likely that it: A) Use supply chain intermediaries B) Rely on marketing research C) Use multichannel marketing D) Use intensive distribution Question Four: Felicia had just taken over her family's business after spending ten years in the marketing department of a large corporation. She met with a representative from one of her firm's biggest customers, who told her, 'We should think about how we can make the pie bigger rather than fighting over the size of the slices.' She had expected a more cutthroat approach rather than this call for a: A) Partnering relationship B) Shared mission statement C) Common marketing system D) Corporate vertical marketing system Question Five: _____ is when vendors ship merchandise pre-packaged in the quantity require for each store to the distribution centre A) Traditional shipping B) Vertical merchandising C) Combination warehousing D) Cross-docking Question Six: In marketing four P’s, Place refers to all activities required to get A) The design of the terminal location for products accomplished B) The right products to the right customer when that customer wants it C) Access to the physical space within a retail establishment D) Consumer to the destination Question Seven: Manufacturers might use selective distribution by granting exclusive geographic territories to a few retailers so no other retailers in the territory can sell a particular brand A) True B) False Question Eight: As a type of retailer, category specialists, also known as category killers, are fierce competitors using: A) A broad assortment of merchandise B) Highly trained personnel throughout the stores C) A complete assortment in a specific category at low prices D) A limited, but complementary merchandise assortment Question Nine: Conflicts within a supply chain tend to be more pronounce when the members are part of a corporate vertical marketing system A) True B) False

Question Ten:

If a food manufacturer had a full range of products, in a number of different container sizes, which kind of shop would the company probably not choose as a retailing partner? A) Conventional supermarket B) Supercentre C) Warehouse club D) Convenience store Chapter 13 (Week 10) Question One: Loyalty programs are sales promotions designed to retain current customers and encourage multiple purchases over time with the promise of a reward or premium A) True B) False Question Two: Encoding means converting the sender’s ideas into messages, which could be verbal, visual or both A) True B) False Question Three: One of the advantages of niche media is it often allows marketers to A) Reach a larger audience B) Use events like the world cup C) Change and personalise messages for different audiences D) Sell cooperative advertising space to cosponsors Question Four: Julia is driving down a highway and sees a billboard saying, 'South Restaurant is just 100 kilometres away'. Julia has never heard of the South Restaurant before. After seeing the sign, she will most likely need additional exposure before deciding whether to stop there. This is an example of: A) Rejection of advertising B) Subliminal advertising C) Product underwhelms D) A lagged effect Question Five: After identifying the target audience for the university's new advertising campaign, the advertising team needs to decide whether the advertising objective is to __________, __________ or __________ potential and/or existing students. A) Create, stimulate or ignore B) Pay, buy or entertain C) Inform, persuade or remind D) Push, pull or sell Question Six: Sales promotions include all of the following except A) Coupons B) Rebates C) Online ads D) Point-of-purchase displays Question Seven:

Generally, less money is spent on advertising in B2B markets because A) B2B marketing usually involves more personal selling B) B2B marketing is too expensive to use advertising C) Business customers prefer coupons D) B2B markets are too homogeneous to use advertising Question Eight: Yolanda asked her firm's advertising agency to estimate how often consumers saw her firm's IMC ...