Kafli 9 (lauslega) Flashcards
Which of the following skills is essential for effective marketing?
A.
Skills in enhancing the triple bottom line performance, which assesses performance on political, ecological and financial criteria
B.
Skills in social entrepreneurship
C.
Skills in understanding the internal context of marketing, which includes the macro-environment and the micro-environment
D.
Skills in designing products
D.
Skills in designing products
Identify a true statement about customer-centred organisations.
A.
Levitt (1960) proposed that such organisations are successful only if they support their customer orientation with a sales orientation that allows them to convert the available finished products into cash.
B.
Kumar et al. (2011) found that such organisations perform better in both the short and long term than organisations that do not have a customer focus.
C.
Kumar et al. (2018) found that product features rather than social networks are a core element in an organisation’s customer-focussed efforts.
D.
Levitt (1960) proposed that such organisations are successful only if they support their customer orientation with a production orientation that allows them to reduce their operating costs.
B.
Kumar et al. (2011) found that such organisations perform better in both the short and long term than organisations that do not have a customer focus.
A property development firm has launched a new project that will create comfortable homes for the elderly with access to medical care, groceries, recreational activities and chauffeurs on the premises. The firm is promoting this project as a retirement option and is relying on its suppliers for materials and customers for cash inflow. Besides these factors, the firm also wants to ensure that the new project complies with the housing regulations of the area. All these factors need to be considered if the firm wants to avoid bad publicity and maintain a successful relationship with its customers. In this scenario, which of the terms can best be used to collectively refer to all these factors?
A.
A value chain
B.
A marketing mix
C.
The triple bottom line
D.
The marketing environment
D.
The marketing environment
Which of the following is likely to be part of the macro-environment of a television manufacturing company?
A.
A newly launched mobile phone that has a large screen and allows users to connect to live sports
B.
A technological innovation that allows users to connect their television to the Internet and stream content
C.
A supplier of the company that has been found to be in violation of employment legislation
D.
A new entrant in the television market that offers high-end products at very low prices
B.
A technological innovation that allows users to connect their television to the Internet and stream content
Staffing Solutions, a recruitment agency, specialises in finding business executives for organisations based on their requirements. The agency is hired by Ginger Limited, a large business, on a contract basis to find a suitable candidate for a senior management position. In this scenario, which of the following statements is true of Ginger Limited?
A.
It is part of the macro-environment of Staffing Solutions.
B.
It is a customer of Staffing Solutions.
C.
It is part of the general environment of Staffing Solutions.
D.
It is a supplier of Staffing Solutions.
B.
It is a customer of Staffing Solutions.
Rose Valley, a small town, used to have a low-income population. However, recent development and urbanisation significantly increased the economic status of the town. The residents previously relied entirely on public transport but now have the ability to purchase cars. Car companies have used this to their advantage and have opened showrooms in the town to meet the requirements of the residents. Which of the following factors influenced the decision of car companies to open showrooms in Rose Valley?
A.
The transformation of customer wants into demands
B.
The transformation of customer demands into needs
C.
The transformation of customer wants into needs
D.
The transformation of customer demands into wants
A.
The transformation of customer wants into demands
Which of the following refers to the methodical process of gathering marketing data from internal and external sources, examining the gathered data and disseminating it?
A.
A marketing information system
B.
Market segmentation
C.
A marketing mix
D.
Market positioning
A.
A marketing information system
Which of the following is a reason why marketers engage in market segmentation?
A.
To create a marketing environment that is devoid of competitive factors such as competing firms, substitutes and potential entrants
B.
To satisfy the homogenous needs of a small group of customers rather than the heterogenous needs of many customers at the same time
C.
To develop a marketing mix based on Porter’s five forces of people, product, place, price and promotion
D.
To create a product-oriented organisation where the aim is to produce large quantities of a limited range of products efficiently and economically
B.
To satisfy the homogenous needs of a small group of customers rather than the heterogenous needs of many customers at the same time
Which of the following is one of the criteria that marketers generally use to select their target markets?
A.
The target market should have demands that marketers can satisfy.
B.
The target market should be linguistically diverse.
C.
The target market should be culturally diverse.
D.
The target market should have consumers that are ecologically conscious.
A.
The target market should have demands that marketers can satisfy.
Which of the following is one of the three criteria that marketers of a company generally use to select their target market?
A.
Whether the market is broad enough to include a variety of audiences
B.
Whether the market has demands that the company can satisfy
C.
Whether the market is volatile
D.
Whether the market needs to be segmented
B.
Whether the market has demands that the company can satisfy
The marketing team of an electronics company directs its sales staff to provide quick and efficient after-sales services to customers. This will create a good brand image of the company and will help develop long-term customer relations. Which of the following Ps of the marketing mix is the marketing team addressing in this scenario?
A.
Place
B.
Promotion
C.
Plan
D.
Product
D.
Product
A frozen food manufacturing company is using television commercials to advertise a new range of frozen yoghurts. These commercials communicate the health benefits of these goods to the target audience with the aim of increasing sales. Which of the following Ps of the marketing mix does this scenario best relate to?
A.
Promotion
B.
Performance
C.
Place
D.
Processes
A.
Promotion
Identify a reason why services present particular challenges to marketers.
A.
Services are heterogeneous.
B.
Services are tangible.
C.
Services are durable in that they can be stored to be sold later.
D.
Services can be produced and consumed separately.
A.
Services are heterogeneous.
