Quizz Compilation PDF

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Mandatory Quiz Questions and Answer for Ch. 1, 2, 4, 5, 6, 7...

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Marketing Quiz Compilation Chapter. 1 The twofold goal of marketing is to attract new customers by promising superior value and to

keep and grow current customers by delivering satisfaction.

create a great advertising campaign.

get positive publicity.

win awards for promotional and marketing excellence. 1/1 point

Question 2 Marketing is a process used by companies to

create and exchange value with customers.

communicate a product's value proposition.

create high-quality products.

increase profits. Question 3 Walmart is successful at marketing because the company

0/1 point

undercuts the competition.

delivers on its promise to customers.

spends large amounts of money on advertising.

focuses on profit for the next quarter. 1/1 point

Question 4 Marketing is no longer about making a sale. Marketing is about

creating and exchanging value with customers through strong customer relationships.

communicating a product's value proposition.

offering financing to help customers make an exchange.

using social media effectively. 1/1 point

Question 5

Sport Nova Scotia markets fair play and sportsmanship through their "Take the Pledge" campaign. Fair play and sportsmanship are Sport Nova Scotia's

needs.

products.

demands.

market offerings. 1/1 point

Question 6 Marketing myopia results when

buyers focus on the brand rather than the product.

sellers pay more attention to what they offer customers than to the benefits produced by these products.

buyers focus on the seller's advertising and not on the product itself.

buyers can't see the marketing efforts of the seller. Question 7

1/1 point

In order to create customer satisfaction and customer value, marketers should

set high customer expectations to appear better than expected.

not set any customer expectations

set the right level of customer expectations.

set low customer expectations to appear better than expected. Question 8

1/1 point

An orchestra creates exchange through their marketing efforts by

gaining an audience in exchange for selling seats.

gaining exposure in the media even if they don't sell many seats.

gaining an audience in exchange for buyer satisfaction of the concerts they deliver.

selling seats even if no one shows up for the concert. 1/1 point

Question 9 What is the most likely result of a marketing strategy that attempts to serve all customers?

Customer satisfaction will increase.

Few customers will be satisfied or perceive customer value.

All customers may be delighted.

Customer value will be increased. Question 10

1/1 point

________ is the set of benefits a company promises to deliver to its customers to satisfy their needs.

Low pricing

A value proposition

Good customer service

A money-back guarantee 1/1 point

Question 11

Which marketing management concept is concerned with aligning company goals to satisfying customer needs and wants better than the competition?

Production concept

Marketing concept

Social marketing concept

Selling concept 1/1 point

Question 12

RBC seeks more than short-term sales and profits. It operates ethically at all times and strives to have a positive impact around the world. The company follows which marketing management concept?

Societal marketing concept

Selling concept

Marketing concept

Product concept Question 13

1/1 point

Which of the following is determined by a customer's personal evaluation of the benefits and costs of a marketing offering relative to competing offers?

Customer-perceived performance

Customer-perceived value

Customer satisfaction

Customer relationship management Question 14

1/1 point

Frequency marketing programs are used in customer relationship building by

rewarding customers who buy frequently or in large amounts.

sponsoring marketing programs.

creating full partnerships with key customers.

advertising to low-margin customers. 1/1 point

Question 15 Customer-engagement marketing is a new marketing approach that focuses on

marketing brands to customers.

mass media advertising such as television and magazines.

fosters customer involvement in shaping a brand.

telling the customer how their needs can be satisfied by the seller. 1/1 point

Question 16 Companies now think in terms of customer lifetime value, the value a customer

has depending on the age of the product.

perceives because of his/her age.

perceives over the lifetime of a purchase.

makes over a lifetime of patronage. 1/1 point

Question 17 Cadillac had high market share but low customer equity. This was because

Cadillac's loyal customers were aging and buying their last car.

Cadillac was focused on customer lifetime values.

Cadillac focused on edgier, high performance cars that target a younger market.

Cadillac had more expensive cars than competitors and generated a higher market share. Question

1/1

point

18 The key to successful digital marketing is

using Apple apps.

heavy use of a company website.

blending traditional and digital platforms to create an integrated marketing strategy.

no investment in traditional media such as television advertising. 1/1 point

Question 19 Marketers are now emphasizing the value of their offerings to their customers in order to

encourage consumerism.

align with new economic realities

compete with low-priced companies.

sell their offerings at a lower price to adjust to the new economic climate. Question 20 Patagonia is a company that believes in sustainable marketing practice. The company

sustains a low advertising budget.

0/1 point

pledges a portion of their sales revenue to protecting the environment.

focuses on the people of Patagonia.

focuses on durable clothing for outdoor activities.

Chapter.2 1 / 1 point

n1 A _________ establishes an organization's purpose.

mission statement

marketing plan

strategic plan

values statement Question 2

1/1 point

Facebook's business definition is "We are an online social network". This is an example of a

statement about customer needs.

product-oriented mission statement.

market-oriented business statement.

values statement 1/1 point

Question 3 An example of a broad marketing objective is:

To increase the number of females in management positions.

To improve the company's internal communication system.

To increase revenue.

To increase market share. Question 4

0/1 point

To increase its market share, Heinz' marketing strategy was to

invest heavily in research.

add new products and enter new markets.

develop a values statement.

develop a vision statement. 0/1 point

Question 5 Most standard portfolio analysis tools evaluate SBUs on 2 dimensions. They are

market attractiveness and strength in the market.

brand awareness and sales.

sales and market share

market growth rate and market penetration.

Question 6

0/1 point

A ___________ is a portfolio-planning tool for identifying company growth opportunities.

Boston Consulting Group approach

growth-share matrix

product-market expansion grid

business-portfolio analysis 1/1 point

Question 7 A growth strategy based on increasing sales of current products to current markets is called

diversification.

market development.

product development.

market penetration. 1/1 point

Question 8 When P&G sold its last food brand (Pringles) to Kellogg, it was engaged in

product line extension.

market segmentation.

downsizing.

market development. Question 9

0/1 point

The marketing concept is best thought of as

the position the company's products hold in the minds of the customers.

the overall purpose of the company.

a specific approach to building relationships with customers, vendors, and suppliers.

a guiding philosophy for the company's marketing strategy. 1/1 point

Question 10

As a company's different functions work to produce value for consumers, the marketing department of a firm should take the point of view of the company's

employees.

managers.

customers.

stockholders. 1/1 point

Question 11

Walmart's ability to help customers "Save money. Live better." depends on which company functions?

The advertising function

All of the company's departments

The marketing function

The finance function Question 12

0/1 point

Today, competition occurs between

individual competing companies.

entire value delivery networks.

distributors.

different customer segments. Question 13 A sound marketing strategy begins with

1/1 point

market segmentation.

a positioning statement.

a strong sales force.

good advertising. 1/1 point

Question 14 A company should target market segments that result in

the largest number of customers.

sustainable customer value.

taking customers away from the competition.

the highest sales. 1/1 point

Question 15 Creating superior customer value through effective positioning involves

praising a company's product offering.

differentiation.

good product placement in a retail store.

criticizing the competition. 1/1 point

Question 16 A concern about the 4 P's concept is that it

excludes packaging.

takes the seller's view of the market

is confusing to call distribution "Place".

doesn't mention services. Question 17

0/1 point

The control function of managing marketing is

the last step in marketing management.

creates problems for other functions.

ongoing to provide feedback.

the most important function. Question 18

1/1 point

At Michelin, thousands of people inside and outside the company work together to convince customers that "the right tire changes everything". This demonstrates the marketing managing function called

control.

positioning.

planning.

implementation. 0/1 point

Question 19 Metrics are marketing performance measures and include

brand awareness.

BCG analysis.

SWOT analysis.

marketing ROI. Question 20

0/1 point

Increasingly, companies are using other measures beyond standard performance measures. An example is

customer lifetime value.

marketing ROI.

sales.

market share.

Chapter. 4 1 / 1 point

n1

In the microenvironment, suppliers do more than just deliver products. IKEA's suppliers

create problems with supply availability.

operate in more than 50 countries.

are involved in the process of delivering value to Ikea's customers.

do whatever IKEA tells them. Question 2

1/1 point

Marketing intermediaries excludes

resellers.

banks.

competitors.

marketing research firms. 1/1 point

Question 3 Companies must do more than satisfy customer needs. They must position their offerings

stronger than competitors' offerings in the minds of the customer.

in the best physical location of a store.

in containers that store and deliver products safely.

in the right retail stores for the target market. Question 4

1/1 point

The most important actors in a company's microenvironment are

target customers.

suppliers.

competitors.

the general public. 1/1 point

Question 5 Analysis of macroenconomic factors are important because the factors

shape opportunities and pose threats to a company.

are uncontrollable.

control the success of a company.

are unforeseeable.

Question 6

1/1 point

The single most important demographic trend in Canada is

the economy.

severe weather.

the changing age structure of the population.

a change in social values. 1/1 point

Question 7 Samsung targets markets in the diverse Canadian population. They target people

from various ethnic backgrounds.

who speak various languages.

who speak French.

with disabilities through endorsements with Paralympic athletes. 1/1 point

Question 8 An important economic factor affecting Canadian trends in marketing is

consumers are spending less than before.

after-tax dollars are increasing to keep up with the rising cost of living.

Baby Boomers are retiring.

the stronger spending power of the Canadian middle class. Question 9

1/1 point

An important trend in the natural environment that affects marketing is

the growing shortage of raw materials

controlling natural disasters

growing concern about the distribution of wealth in industrial economies.

decreasing pollution. 1/1 point

Question 10 The green movement is a result of

increased pollution.

increased government intervention.

concern for the natural environment.

global warming.

Question 11

1/1 point

Timberland's mission is more than producing high-quality outdoor gear. It is also concerned with

meeting current customers' needs

using innovative materials.

reducing its environmental footprint.

widening its current target market. 1/1 point

Question 12 A characteristic of the technological environment is that it

changes rapidly.

always results in positive advancements.

doesn't always replace older technologies

always creates wonders. 1/1 point

Question 13 Public policy is meant to

limit business.

protect society as a whole.

control competition.

control commerce. Question 14

1/1 point

Socially responsible behaviour

focuses on public policy.

focuses on the consumer.

goes beyond regulations.

enforces existing laws. 1/1 point

Question 15 Critics of cause-related marketing suggest

companies are more concerned about selling than giving.

it is risky to align with celebrities whose reputation turns bad.

corporate gifts are not socially acceptable.

cause-related marketing is not part of the company's mission.

Question 16

1/1 point

GoGo Quinoa is a Canadian success story. The company's organic food products satisfy a growing need in the cultural environment. This need can be stated as

the Canadian population is becoming more educated.

a renewed love of all things natural.

new regulations about organic foods.

helping a cause. Question 17

1/1 point

Response to the marketing environment can be proactive, reactive, or

aggressive.

passive.

innovative.

nonexistent. 1/1 point

Question 18 Proactive companies

develop strategies to change the marketing environment.

don't care about the people in the marketing environment.

design strategies to avoid threats.

accept that environmental factors are uncontrollable. Question 19

1/1 point

In response to the marketing environment, Google is an example of a

passive company.

proactive company.

unaware company.

reactive company. Question 20 One way proactive companies affect public opinion is they

run advertorials.

run catchy ads that are memorable.

constantly file lawsuits against competitors.

use Facebook.

1/1 point

Chapter. 5 Question 1 Marketing managers need customer information from several sources because... a. Customer needs are not directly obvious.

Question 2 Apple’s iPod is successful mainly because… a. Apple builds on customer insights

Question 3 Marketers don’t need more information, they need… a. Better, more useful information

Question 4 Most information collected by companies is… a. Not being used effectively

Question 5 A marketing information system (MIS) consist of… a. People and procedures involved with marketing information.

Question 6 As part of their MIS, Walmart’s Retail Link system provides information to… a. Suppliers

Question 7 Although internal databases can usually be accessed more quickly and cheaply than other information a. The information has limited use

Question 8 When Samsung marketed the Galaxy S smartphone, it used competitive information about Apple from… a. Social media

Question 9 The objective of exploratory research is to… a. Help define research problems

Question 10 An example of secondary data is… a. A company’s internal database

Question 11 Technology has made it possible for marketers to use online consumer tracking data to make marketing decision. This online marketing research technique is a. Behavioural targeting

Question 12. An advantage of using the internet to collect primary data is a. It offers a high response rate

Question 13 Customer relationship management (CRM) software manages detailed information from several sources about individual customers so that managers can… a. Maximize customer loyalty

Question 14 Sobeys uses CRM to a. Offer relevant coupons to individual customers

Question 15 The most common CRM mistake is a. To rely on the software to improve customer relationship

Question 16 These days, information distribution involves a. Making information available anytime, anywhere in a us...