In context of the four Ps of the marketing mix, which of the following best

illustrates a decision regarding the element of promotion (communication)?

An organization’s decision to replace personal selling with the distribution of
product catalogs because catalogs are preferred by customers

Bryan’s Café has branches in several cities across the United States. It wants to
observe the effect of changes in pricing on its sales volume before introducing
the new varieties of coffee. It selects two cities with similar characteristics and
introduces the new variants in its menu. The information collected from these
trials will be used to determine the factors affecting sales volumes.
Which type or market research is Bryan’s Café trying to collect?
Experimental research

In the context of the four Ps of the marketing mix, which of the following best
illustrates a decision regarding the place, or distribution, component?
A manager’s decision to deliver purchased products directly to customers

Which of the following best describes neuro marketing research?

Research that measures brain activity while customers are viewing or
interacting with products, websites, or other elements

Among the four Ps of the marketing mix, coupons and discounts are
marketing tools related to the element of __________.
price

Which of the following best illustrates a decision regarding the price

component of the marketing mix?
Book Bug Inc., a retail book store, has decided to offer a five percent discount
on three books.

Which of the following illustrates a sale to the organizational market?

A manufacturer of electronics buys components from a supplier

__________ is managing a business in a way that is designed to occupy a

particular place in the minds of target customers.
Positioning
__________ is research that measures brain activity while customers are
viewing or interacting with products, websites, or other elements.
Neuro marketing research

Which of the following best describes the consumer market?

It is a group made up of people who buy goods and services for their personal
or household use.

__________ segmentation groups customers according to their relationship

with products or response to product characteristics.
Behavioral

A successful clothing store found that its sales had been gradually falling for
the last 18 months. In order to find the reasons for the gradual decline, it kept
a track of how many customers entered the store and how many actually made
a purchase. It also noted the time of the year and the time of day when the
largest number of customers approached the store. On the basis of this
information, the store was able to devise a marketing plan in order to attract
more customers.
Which of the following research approaches did the clothing store use?
Observational research

Mike owns an economy car, but he wants to trade it in for a big four-wheel
drive truck because he thinks it will make him feel better about himself and
attract more women than the economy car does.
Which factor appears to be driving Mike’s desire to purchase the truck?
His self-image

Which of the following best describes marketing?

The process by which companies create value for customers and build strong
relationships with them in order to capture value from customers in return

From a customer’s perspective, which of the following primarily corresponds

to the place, or distribution, component in the marketing mix?
A customer expecting a product to be made available as conveniently as
possible
Which group is made up of people who buy goods and services for their
personal or household use?
The consumer market

Which of the following best describes diversification?

Creating new products for new markets

Fast Fashions, a retail chain in the United States, is considering expanding

into Canada.
By which method is Fast Fashion attempting to increase its sales?
Market development

Which of the following describes behavioral segmentation?

It groups customers according to their relationship with products or response
to product characteristics.

Mario is wealthy and lives in a large home on the East Coast. A hurricane is
coming, so Mario decides to purchase a generator in case he runs out of
power. He has never owned a generator before.
Which of the following is driving Mario’s purchase?
A situational factor

From a customer’s perspective, the element of promotion in the four Ps of the

marketing mix corresponds to __________.
the customer’s expectation of two-way communication with the seller