Chapter 25 Marketing Flashcards
The position a product or service holds within its consumers’ minds is best known as:
(1) product positioning.
(2) product mapping.
(3) product assessment.
(4) product differentiation.
1
The marketing mix consists of:
(1) product, place, price, and preference.
(2) people, place, price, and position.
(3) personal selling, publicity, price, and promotion.
(4) product, place, price, and promotion.
4
Focusing on client needs and using need satisfaction as the starting point for the development of a marketing program is known as:
(1) the marketing concept.
(2) personal selling.
(3) the promotional mix.
(4) differentiated marketing.
1
In the shopping behaviour model, which of the following is NOT a main classification?
(1) Specialty goods
(2) Superior goods
(3) Shopping goods
(4) Convenience goods
2
The amount of shopping effort required by a consumer often depends on the type of goods he or she is looking to buy. Which of the following correctly lists goods from the least amount of effort required to the most amount of effort required?
(1) Convenience goods, shopping goods, specialty goods, unsought goods.
(2) Shopping goods, convenience goods, unsought goods, specialty goods.
(3) Unsought goods, convenience goods, shopping goods, specialty goods.
(4) Convenience goods, unsought goods, specialty goods, shopping goods.
3
Which marketing effort focuses on a relatively small, but active and growing, target market?
(1) undifferentiated marketing
(2) differentiated marketing
(3) specialty marketing
(4) niche marketing
4
A marketing initiative that involves face-to-face communication with a potential consumer is typically referred to as:
(1) telemarketing.
(2) emotional appeal.
(3) brand marketing.
(4) personal selling.
4
Which of the following generations typically responds positively to marketing pieces that focus on the green aspects of a property or financing?
(1) Post-millennials
(2) Generation Y
(3) Generation X
(4) Baby boomers
2
Which of the following refers to communication with employees, stockholders, clients and the general public, with the aim of enhancing the image and reputation of a business?
(1) sales promotion
(2) undifferentiated marketing
(3) public relations
(4) target theory
3
Which of the following correctly outlines the “objective/task” method of creating a promotional budget?
(1) Define the competition, outline competitors’ expenditures, and set tasks to maintain competitive- parity with competitors.
(2) Conduct tasks in order to reach a sales objective that is specific, realistic, measurable, and within a predetermined timeline.
(3) Create an objective, analyze costs and benefits, and determine the tasks to reach the objective.
(4) Define the advertising objective as “SMART”, outline the necessary tasks, and estimate the costs of performing the tasks.
4
Guerilla marketing:
(1) refers to any method of lead generation by telephone, fax, or mail.
(2) is considered unconventional and relies on ingenuity and surprise.
(3) is banned by the National Do Not Call List (DNCL).
(4) is any form of non-personal selling, such as gift items.
2
According to the Real Estate Council of British Columbia, the most common advertising contravention, for which a penalty may be imposed:
(1) is failing to display the name of a licensee’s brokerage on an advertisement in a prominent and easily readable way.
(2) is the advertising of a team name for a group of related licensees that has not been approved by and registered with the Council.
(3) relates to the advertising of and signage on personal offices.
(4) occurs when licensees maintain personal offices and signage indicates that real estate services are provided from the office.
1
In the process model for buying behaviour, which of the following is the initial need or trigger that starts the buying process?
(1) motive
(2) buyer’s trigger
(3) emotional desire
(4) felt need
4
Which of the following is meant to keep a product or service at the “top-of-mind” of the consumer?
(1) informational message
(2) persuasive message
(3) appeal message
(4) reminder-oriented message
4
which of the following is NOT an effective way for a licensee to communicate the value of their services in a listing presentation?
- pay attention to the dtails in the presentation, as this can provie evidence of performance
- refrain from disccussing the marketing program for this property, as this is considered proprietary information
- turn intangibles into tangibles by including photos, virtual walk throughs, or client testimonials
- clearly spell out the services and benefits that are being offered
2
