marketing

Question 0

Personality and self concept:

Answer 0

Real self- an objective evaluation of ones self. Who you really are
Self image- how you see yourself. May not be your real self.
Looking glass self- how you think others see you
Ideal self- how you’d like to be

Question 1

Maslows hierarchy of needs:

Answer 1

Physiological needs- hunger, thirst, shelter…
Safety needs- security, protection, comfort…
Social needs- sense of belonging, family, Friends, love…
Esteem needs- recognition, achievement, status…
Self actualization- fulfillment, to realize potential

Question 2

Which two selfs do marketers appeal to?

Answer 2

Looking glass self and ideal self

Question 3

Two basic types of consumers:

Answer 3

Business to consumers- more emotional, less formal

Business to business- more rational, formal

Question 4

3 types of perception:

Answer 4

Selective exposure- our eyes and minds notice only info that interest us.
Selective perception- we screen out messages that conflict with our attitudes
Selective retention- we remember only what we want to remember

Question 5

Definition of perception:

Answer 5

The manner in which individuals receive and interpret messages

Question 6

What is a reference group?

Answer 6

A group of people who share a common interests that influence the attitudes and behaviour of its members. Likely to wear the same style of fashion.

Question 7

What is double targeting?

Answer 7

Marketing strategies that reach both genders

Question 8

What are the three common variables for strategic planning?

Answer 8

Objectives- statements of what is to be accomplished
Strategies- statements the outline how objectives will be achieved
Execution- auction oriented details

Question 9

State of economy is determined by growth rates in:

Answer 9

Gross domestic product
Inflation rates 
Employment rates
Canadian dollar valuation
Consumer income distribution

Question 10

Cycles of economy are:

Answer 10

Recession
Depression
Recovery
Prosperity

Question 11

What are the two forms of competition?

Answer 11

Direct, and indirect

Question 12

Key Canadian trends are:

Answer 12

Decrease in population growth
Aging population
Concentration in population 
Smaller households 
Increase in ethnic diversity 
Growth of gender equality

Question 13

How are Canadian lifestyles changing?

Answer 13

More health conscious
Greater concern for social issues
Increase in environmentalism

Question 14

Integrated marketing communications:

Answer 14

The coordination of all forms of marketing communications in a unified program that maximizes the impact on the indented target audience

Question 15

P.E.P.S.I.A.D

Answer 15

Public relations 
Experimental marketing (event marketing)
Personal selling
Sales promotions
Interactive communications 
Advertising 
Direct response

Question 16

Public relations:

Answer 16

Communications primarily directed toward gaining public understanding and acceptance

Question 17

Experimental (event) marketing:

Answer 17

The process, planned by a sponsoring organization, of integrating a variety of communications elements with a single event theme.

Question 18

Personal selling:

Answer 18

Involves the delivery if a personalized message from a seller to a buyer

Question 19

Sales promotion:

Answer 19

Involves special incentives to stimulate an immediate reaction from consumers and distributers

Question 20

Interactive communications:

Answer 20

Using electronic devices to reach target markets

Question 21

Advertising:

Answer 21

A persuasive form of marketing communications designed to stimulate a positive response from a defined market

Question 22

Direct response communications:

Answer 22

Involves the delivery of a message to target audience of one

Question 23

What are the encouraging factors of IMC?

Answer 23

Media consumption Trends

Customer relationship management

Expanding role if database management techniques

Digital communications technologies

Demand for efficiency and accountability

Question 24

What are the business market requirements?

Answer 24

Quality- consistent quality on every order

Services- reputable suppliers with prompt service

Supply continuity- provision of goods over the longer term

Price- lowest price is not always accepted

Question 25

The buying centre:

Answer 25

Users- those in the organization who use the product directly

Influencers- those who define the product specifications

Buyers- those with the authority to buy

Deciders- those with the power to finalize the purchase

Gate keepers- those who control the flow of information to the members of the buying centre

Question 26

What’s eprocurement?

Answer 26

Online b2b marketplace through which participants can purchase products

Question 27

Most Canadian markets are either

Answer 27

Oligopoly or monopolistically competitive

Question 28

The corporate plan:

Answer 28

Is a strategic plan formulated at the executive level of an organization to guide the development of functional plans

Question 29

They include:

Answer 29

A mission statement
Corporate objectives
Corporate strategies

Question 30

Mission statement

Answer 30

A statement if an organizations purpose and operating philosophy that is oriented around 
Customer
Marketing 
Competition
Long term results

Question 31

Corporate strategy factors include:

Answer 31

Marketing strengths
Degree of competition
Financial resources 
Research and development Capabilities 
Management commitment level

Question 32

Market planning involves :

Answer 32

Analyzing, planning, implementing, and controlling marketing initiatives to satisfy target market needs and achieve organizational objectives

Question 33

SWOT stands for:

Answer 33

Strengths/weaknesses 
-internal
-controllable
Opportunities/threats
-external
-uncontrollable