Marketing Ôn Tập

5/22/23, 3:22 PM Quizit: Best Quizizz and Kahoot Cheats, Hacks and Answers
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The art and science of choosing target markets and

building profitable relationships with them is called
________.
marketing management
Which of the following is the set of benefits a company

promises to deliver to customers to satisfy their
needs?
a value proposition
Which of the following can be a company division, a

product line within a division, or sometimes a single
product or brand?
SBU
What is one of the primary goals of reminder

advertising?
maintain customer relationships
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A(n) ________ is some combination of products,

services, information, or experiences offered to
consumers to satisfy a need or want.
market offering
The markets you have chosen to serve in four ASEAN

states can be effectively reached and served. You
would tell the marketing manager that these segments
are ________.
accessible
Multinationals like Honda Motor Co. and Wal-Mart

stores have designed programs to work closely with
their suppliers to help them reduce their costs and
improve quality. This illustrates the importance of an
efficient ________.
value delivery network
When compared to consumer markets, business

markets are ________.
huge
________ conflict, which occurs between different levels

of the same channel, is more common than ________
conflict, which occurs among firms at the same level of
the channel
Vertical; horizontal
Value-based pricing is the reverse process of ________.

cost-based pricing
Your firm is attempting to divide up the total market to

determine the best segments it can serve. Which is the
correct order of doing so?
market segmentation then market targeting
Under ________, the market consists of one seller

a pure monopoly
Percy Original caters to a market of individuals and

households that buys goods and services for personal
consumption. Percy Original caters to a ________ market
consumer
________ is the systematic collection and analysis of

publicly available information about consumers,
competitors, and developments in the marketing
environment
Competitive marketing intelligence
Which of the following terms is used to describe the

factors and forces outside marketing that affect
marketing management's ability to build and maintain
successful relationships with target customers
the marketing environment
What is the first step in the marketing research

process?
defining the problem and research objectives
The objective of ________ research is to gather

preliminary information that will help define the
problem and suggest hypotheses
exploratory
An e-mail from Amazon.com offers free shipping on

your next purchase of more than $35. This is an
example of ________.
sales promotion
When a firm develops and maintains a strategic fit

between its goals and capabilities, it is performing
________.
strategic planning
Your firm has decided to localize its products and

services to meet local market demands. A good
approach to use would be ________ segmentation
geographic
The decision-making unit of a buying organization is

called the ________.
buying center
A marketing information system (MIS) consists of

people and procedures to assess information needs,
________, and help decision makers analyze and use the
information
develop the needed information
________ is the systematic design, collection, analysis,

and reporting of data relevant to a specific marketing
situation facing an organization
Marketing research
.
In marketing research, managers often start with
________ research and later follow with ________ research
exploratory; descriptive or causal
Which type of differentiation is used to gain

competitive advantage through the way a firm designs
its distribution coverage, expertise, and performance?
channel differentiation
You are directed to study the demographic, economic,

natural, technological, political, and cultural factors
that are larger societal forces affecting your company.
What are you studying
macroenvironment
In today's world, marketing should be done by ________

employees in an organization.
all
Opinion leaders are also referred to as ________.

the influential
What are the two dimensions of product quality?

consistency and level
In general, a company should enter only segments in

which it can ________ and ________.
offer superior value; gain advantages over competitors
Leadership in which type of marketing system is

assumed not through common ownership or
contractual ties but through the size and power of one
or a few dominant channel members?
administered VMS
Which of the following are the three major types of

vertical marketing systems?
contractual, corporate, and administered
Helene Curtis began to market shampoo for normal

hair. In an attempt to increase profits and use excess
market capacity, Helene Curtis then marketed
shampoo for oily hair and color-treated hair. This is an
example of ________.
line filling
The division of buyers into groups based on their

knowledge, attitudes, uses, or responses to a product
is ________ segmentation
behavioral
According to one analyst, a Harley-Davidson

motorcycle can make you feel like "the toughest,
baddest guy on the block." Harley-Davidson promotes
its motorcycles with images of independence, freedom,
and power. Harley-Davidson has created a(n) ________.
brand personality
We define a ________ as anything that can be offered to

a market for attention, acquisition, use, or consumption
and that might satisfy a want or need
product
Product improvements, product modifications, and

original products can all be classified as _______
new products
Which of the following marketing management

orientations focuses primarily on improving
efficiencies along the supply chain?
production concept
Integrated marketing communications produces better

communications ________ and greater ________ impact.
consistency; sales
Which of the following reflects the marketing concept

philosophy?
We don't have a marketing department; we have a customer department."
What type of pricing is being used when a company

temporarily prices it product below the list price or
even below cost to create buying excitement and
urgency?
promotional pricing
Specialty stores carry ________ with ________ within

them.
narrow product lines; deep assortments
Which of the following refers to sellers being

preoccupied with their own products and losing sight
of underlying consumer needs?
marketing myopia
A consumer organization, environmental group, or

minority group has challenged your firm's stand on a
local issue. Your firm is being challenged by a ________
public
citizen-action
Which of the following is the final stage in the new

product adoption process?
adoption
According to the simple five-step model of the

marketing process, a company needs to ________ before
designing a customer-driven marketing strategy
understand the marketplace and customer needs and wants
The Pure Drug Company produces insulin, a product

with a very stable demand, even though the price has
changed several times in the past two years. Insulin is a
product with ________ demand
inelastic
Which of the segmenting strategies carries higher-

than-average risks in consumer markets?
concentrated
The use of short-term incentives to encourage the

purchase or sale of a product or service is called
________.
sales promotion
In the BCG matrix, income from ________ can be used to

help finance the company's question marks and stars.
cash cows
When McDonald's and other fast food restaurants offer

"value menu" items at surprisingly low prices, they are
using ________.
good-value pricing
________ is used when two established brand names of

different companies are used on the same product
Co-branding
A company's mission statement serves as a statement

of ________.
purpose
The buying process starts with ________, in which the

buyer recognizes a problem
need recognition
Which customer question is answered by a company's

value proposition?
"Why should I buy your brand rather than a competitor's?"
In the Boston Consulting Group approach, ________

serves as a measure of company strength in the market
relative market share
Each culture contains smaller ________, or groups of

people with shared value systems based on common
life experiences and situations
subcultures
Nielsen and the MONITOR are two sources that provide

________.
secondary data
According to BCG, four possible strategies that can be

pursued for each SBU are building, holding, ________,
and ________.
harvesting; divesting
Which of the following is information gathered directly

from respondents in order to specifically address a
question at hand?
primary data
Price is the only element in the marketing mix that

produces ________.
revenue
The company designs what it considers to be a good

product, totals the expenses of making the product,
and sets a price that adds a standard mark-up to the
cost of the product. This approach to pricing is called
________.
cost-plus pricing
Maslow's theory is that ________ can be arranged in a

hierarchy
human needs
.
In the second step of the marketing research process,
research objectives should be translated into specific
________.
information needs
________ are low-growth, high share businesses or

products. They generate a lot of cash that the firm uses
to pay its bills and support other SBUs that need
investment
Cash cows
Which of the following elements of the promotion mix

involves making personal connections with customers
for the purpose of making sales?
personal selling
Using integrated marketing communications, the

communications process should start with ________.
an audit of all potential customer touch points
With a higher volume of product, most companies can

expect to ________.
gain economies of scale
Which of the following is the first step in strategic

planning?
define the company mission
What are the two main goals of direct marketing?

to obtain an immediate response and build a lasting customer relationship
When backed by buying power, wants become ________.

demands
________ describes changes in an individual's behavior

arising from experience
Learning
Pat thought he had received the best deal on his new

car. Shortly after the purchase, Pat started to notice
certain disadvantages of his new car as he learned
more about other cars available. Pat is experiencing
________.
postpurchase dissonance
Any paid form of nonpersonal presentation and

promotion of ideas, goods, or services by an identified
sponsor is called ________.
advertising
Some companies have adopted a(n) ________ strategy,

offering just the right combination of quality and good
service at a fair price
good-value pricing
The 55-year-old baby boomers share common needs in

music and performers. When a music company decides
to serve this group, the group is called a(n) ________.
target market
When marketers set low expectations for a market

offering, the biggest risk they run is ________.
failing to attract enough customers
Which marketing orientation holds that firms must

strive to deliver value to customers in a way that
maintains or improves the consumer's and society's
well-being?
societal marketing concept
________ are a form of product that consists of

activities, benefits, or satisfactions offered for sale that
are essentially intangible and do not result in the
ownership of anything
Services
Which of the following is NOT one of the four major

communication functions?
noise
In doing market research, four common sources of

internal data include the accounting department,
operations, the sales force, and the ________.
marketing department
Mach 3 razor blades must be used in the Mach 3 razor.

Which type of pricing is being used?
captive product pricing
Product mix ________ refers to the number of different

product lines the company carries
width
When Coca Cola interacts one-on-one with large

numbers of customers to create customer-unique
value by designing products with popular individual
names, it is following ________.
mass customization
Focus group interviewing is a(n) ________ research tool

for gaining insights into consumer thoughts and
feelings.
qualitatitve
In a typical organization, buying activity consists of

two major parts: the buying ________ and the buying
________.
center; decision process
If Under Armour, the successful maker of moisture-

wicking shirts and shorts, considered introducing a line
of Under Armour fitness equipment, the company
would be considering ________.
diversification
A company's total marketing communications mix

consists of a special blend of advertising, sales
promotion, public relations, personal selling, and
direct-marketing tools that the company uses to
communicate customer value and build customer
relationships. This is also called ________.
the promotion mix
________ the manufacturer or service provider is the set

of firms that supply the raw materials, components,
parts, information, finances, and expertise needed to
create a product or service

Upstream from
A manager of a Holiday Inn said, "We have power and

value in the market and people are willing to pay for it."
This manager is referring to ________.
brand equity
Which of the following is true about customer

relationship management (CRM)?
Its aim is to maximize customer loyalty
The buyer decision process consists of five stages.

Which of the following is NOT one of these stages?
variety-seeking buying behavior
When a company identifies the parts of the market it

can serve best and most profitably, it is practicing
________.
market targeting
According to management guru Peter Drucker, "The

aim of marketing is to ________."
make selling unnecessary
________ are consumer products and services with

unique characteristics or brand identification for which
a significant group of buyers is willing to make a
special purchase effort.
Specialty products
The impossibility of a barber storing haircuts for later

sale is an example of which of the following?
service perishability
In the BCG approach, ________ are high-share, high-

growth businesses or products. They need heavy
investment to finance rapid growth. When their growth
slows down, they turn into ________.
stars; cash cows
When consumers are highly involved with the purchase

of an expensive, infrequent, or risky purchase but see
little difference among brands, they most likely will
undertake ________.
dissonance-reducing buying behavior
Secondary data consists of information ________.

that already exists but was collected for a different purpose
Clean and Clear, a large producer of all-natural hair

care and beauty products, is most likely to use which of
the promotion mix strategies to gain increased shelf
space in stores and to gain increased customer sales?
push and pull
You are directed to study the actors close to the

company that affect its ability to serve its customers--
departments within the company, suppliers, marketing
intermediaries, customer markets, competitors, and
publics. What are you studying
microenvironment
To differentiate themselves, many companies go

beyond offering products and services; they are also
developing and delivering customer ________.
experiences
________ are human needs as shaped by individual

personality and culture
Wants
Your marketing department is currently researching

the size, density, location, age, and occupations of your
target market. Which environment is being
researched?
demographic
________ are society's relatively permanent and ordered

divisions whose members share similar values,
interests, and behaviors
Social classes
Which of the following is NOT an example of the type of

public that is part of a company's marketing
environment?
marketing department
What is a major drawback of probability sampling?

It can be time consuming
Which of the following is true about business

marketers in comparison to consumer marketers?
They deal with far fewer but far larger buyers.
Which of the five major promotion tools includes

building up a positive corporate image and handling
unfavorable stories and events?
public relations
Selecting which segments of a population of

customers to serve is called ________.
target marketing
Which of the following has the highest rating for speed

of data collection and compilation?
Internet surveys
Which major promotion category makes use of

displays, discounts, coupons, and demonstrations?
sales promotion
Of the following, the best starting point for

understanding how consumers respond to various
marketing efforts is the ________ model of a buyer's
behavior
stimulus-response
Product mix ________ refers to the number of versions

offered of each product in the line. Colgate toothpaste
comes in 16 varieties, ranging from Colgate Total to
Colgate Kids Toothpastes
depth
Which method would a marketing researcher most

likely use to obtain information that people are
unwilling or unable to provide?
observation
Economic, technological, and cultural forces are all

________ in the stimulus-response model of buyer
behavior
stimuli
All of the following are accurate descriptions of

modern marketing, EXCEPT which one?
Selling and advertising are synonymous with marketing
________ is the process by which people select,

organize, and interpret information to form a
meaningful picture of the world
Perception
The marketer wants to understand how the stimuli are

changed into responses inside the consumer's ________,
which has two parts. First, the buyer's characteristics
influence how he or she perceives and reacts to the
stimuli. Second, the buyer's decision process itself
affects the buyer's behavior
black box
People forget much that they learn. They tend to retain

information that supports their attitudes and beliefs.
This is called ________.
selective retention

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5/22/23, 3:22 PM Quizit: Best Quizizz and Kahoot Cheats, Hacks and Answers

The art and science of choosing target markets and

Which of the following is the set of benefits a company

Which of the following can be a company division, a

What is one of the primary goals of reminder

A(n) ________ is some combination of products,

The markets you have chosen to serve in four ASEAN

Multinationals like Honda Motor Co. and Wal-Mart

When compared to consumer markets, business

________ conflict, which occurs between different levels

Value-based pricing is the reverse process of ________.

Your firm is attempting to divide up the total market to

Under ________, the market consists of one seller

Percy Original caters to a market of individuals and

________ is the systematic collection and analysis of

Which of the following terms is used to describe the

What is the first step in the marketing research

The objective of ________ research is to gather

An e-mail from Amazon.com offers free shipping on

When a firm develops and maintains a strategic fit

Your firm has decided to localize its products and

The decision-making unit of a buying organization is

A marketing information system (MIS) consists of

________ is the systematic design, collection, analysis,

Which type of differentiation is used to gain

You are directed to study the demographic, economic,

In today's world, marketing should be done by ________

Opinion leaders are also referred to as ________.

What are the two dimensions of product quality?

In general, a company should enter only segments in

Leadership in which type of marketing system is

Which of the following are the three major types of

Helene Curtis began to market shampoo for normal

The division of buyers into groups based on their

According to one analyst, a Harley-Davidson

We define a ________ as anything that can be offered to

Product improvements, product modifications, and

Which of the following marketing management

Integrated marketing communications produces better

Which of the following reflects the marketing concept

What type of pricing is being used when a company

Specialty stores carry ________ with ________ within

Which of the following refers to sellers being

A consumer organization, environmental group, or

Which of the following is the final stage in the new

According to the simple five-step model of the

The Pure Drug Company produces insulin, a product

Which of the segmenting strategies carries higher-

The use of short-term incentives to encourage the

In the BCG matrix, income from ________ can be used to

When McDonald's and other fast food restaurants offer

________ is used when two established brand names of

A company's mission statement serves as a statement

The buying process starts with ________, in which the

Which customer question is answered by a company's

In the Boston Consulting Group approach, ________

Each culture contains smaller ________, or groups of

Nielsen and the MONITOR are two sources that provide

According to BCG, four possible strategies that can be

Which of the following is information gathered directly

Price is the only element in the marketing mix that

The company designs what it considers to be a good

Maslow's theory is that ________ can be arranged in a

Specialty stores carry with within