Marketing Flashcards
A high-tech startup company is launching a marketing campaign for its new social media portal by highlighting how the portal exceeds the connectivity and collaboration capabilities of all other social
media sites.
Which type of competitive advantage is this company leveraging?
- Brand recognition
- Customer loyalty
- Price
- Product
Product
Which marketing strategy is devoted to maintaining continuous bottom line prices rather than relying on
short-term price-cutting tactics such as cents-off coupons, rebates, and special sales?
- Skimming pricing
- Penetration pricing
- Cost-based pricing
- Everyday low pricing
Everyday low pricing
When would a pull promotional strategy enhance a competitive advantage to market a product better
than a push strategy?
- When the product is best sold through personal selling activities.
- When demand for the product is driven by marketing intermediaries.
- When demand for the product is driven by the end user.
- By combining messages of price-value, product differentiation, and prestige into
a focused campaign.
When demand for the product is driven by the end user.
Which marketing tool is often used to build effective relationship marketing campaigns?
- Affinity programs
- Logistics
- Distribution strategies
- Product mix
Affinity programs
Which element of the promotional mix has the advantage of messaging that can be tailored for each
customer, but the disadvantage of a high cost per contact?
- Advertising
- Personal selling
- Sales promotion
- Sponsorships
Personal selling
What three factors should be addressed in a successful marketing plan? 3 answers
-Target market
-Product gross margin target
-Sales revenue goals
-Product specifications
-Plan implementation timeline
Target market, Sales revenue goals, Plan implementation timeline
Which three characteristics are measured in demographic segmentation?
Choose 3 answers
-Race and ethnicity
-Geographic location
-Income
-Purchase history
-Household size
Race and ethnicity, Income, Household size
In which three ways does business-buying behavior differ from consumer-buying behavior?
Choose 3 answers
- A group or committee often makes decisions.
- Purchasers follow an ad hoc process.
- Purchasers often invite selected providers to bid on a purchase.
- Buyers treat each buying decision independently.
- Buyers face organizational influences that affect their own preferences.
A group or committee often makes decisions.
Purchasers often invite selected providers to bid on a purchase.
Buyers face organizational influences that affect their own preferences.
Which three factors suggest a product should be marketed as a specialty product?
Choose 3 answers
Priced high
Priced low
Purchased frequently
Purchased infrequently
Available from a large number of retailers
Available from a small number of retail outlets
Priced High, Purchased Infrequently, Available from a small number of retail outlets
With which two types of products does a marketing strategy rely on advertising more than personal selling?
Choose 2 answers
Capital products bought with budgeted funds
Accessories to primary products
Component parts of primary products
Consumable supplies
Accessories to primary products & Consumable supplies
After years of marketing a body lotion, a cosmetics company begins promoting the lotion as an insect repellent as well. In which three product life cycle extension strategies did this company engage?
Choose 3 answers
Increasing the frequency of shopper visits
Adding new users
Re-branding the product
Increasing frequency of use
Finding new uses for the product
Adding new users, Increasing frequency of use.
Finding new uses for the product
What are three qualities of strong brand equity?
Choose 3 answers
Awareness
Loyalty
Favorable images
Trademark
Cost-based pricing
Awareness
Loyalty
Favorable images
A customer intends to purchase her favorite cereal. It is out of stock, so she purchases an alternative brand
of cereal instead. Which stage of brand loyalty is this customer in?
Brand equity
Brand insistence
Brand preference
Brand recognition
Brand preference
What is the coordination of all promotional activities - media advertising, direct mail, personal selling, sales promotion, and public relations - to produce a unified, customer-focused message?
A) Integrated marketing communications
B) Persuasive advertising
C) Comparative advertising
D) Reminder-oriented advertising
integrated marketing communications
Which advertising type is used in the growth and maturity stage of the product life cycle to improve the competitive status of a product?
A) Reminder-oriented advertising
B) Persuasive advertising
C) Comparative advertising
D) Informative advertising
persuasive advertising
Which advertising type compares products directly with their competitor’s either by name or by inference?
A) Reminder-oriented advertising
B) Informative advertising
C) Persuasive advertising
D) Comparative advertising
comparative advertising
What type of advertising is used to maintain awareness of the importance and usefulness of a product?
A) Reminder-oriented advertising
B) Persuasive advertising
C) Comparative advertising
D) Informative advertising
reminder-oriented
In which strategy will potential buyers request that their suppliers, retailers, or local distributors carry the product, thereby pulling it through the distribution channel?
A) Focused marketing
B) Pushing strategy
C) Competitive pricing
D) Pulling strategy
pulling strategy
Which strategy involves companies promoting the product to members of the marketing channel, not to end users?
A) Pulling strategy
B) Pushing strategy
C) Competitive pricing
D) Direct marketing
pushing strategy
What type of pricing focuses marketing efforts on the product’s features, quality, value, distribution, and promotional elements of the marketing mix?
A) Competitive pricing
B) Psychological pricing
C) Cost-plus pricing
D) Competition Marketing
competitive pricing
What are the three different types of products?
A) Specialty, luxury, premium
B) Specialty, shopping, convenience
C) Durable, consumable, intangible
D) Discount, luxury, mainstream
specialty, shopping, convenience
Which of the following product types is purchased most infrequently?
A) Specialty
B) Convenience
C) Shopping
D) Impulse
specialty
What are the four stages of the product life cycle?
A) Introduction, market share, expansion, maturity
B) Growth, maturity, recession, decline
C) Introduction, peak, recession, renewal
D) Introductory, growth, maturity, decline
introductory, growth, maturity, decline
Which stage of the product life cycle requires focusing on attracting the competitor’s customers?
A) Introductory
B) Growth
C) Maturity
D) Decline
maturity
What advantage does brand loyalty provide?
A) Competitive advantage
B) Market saturation
C) Price flexibility
D) Increased distribution
competitive advantage
What is the highest form of brand loyalty?
A) Preference
B) Recognition
C) Insistence
D) Demanding
insistence
Is brand preference a higher form of loyalty than brand recognition?
A) True
B) False
true
What is brand awareness?
A) Connecting the brand to a positive image
B) A type of brand association
C) A brand is recognized by potential customers and is correctly associated with a particular product
D) A brand’s emotional appeal
brand awareness =A brand is recognized by potential customers and is correctly associated with a particular product
connect the brand to the a positive image (GE to eco friendly)
brand association
What are marketing intermediaries?
A) Advertising agencies
B) End consumers
C) Retailers and brokers
D) Direct mail companies
retailer and broker
What can make a price cheaper to a consumer?
A) Retailers
B) Wholesalers
C) Brokers
D) Direct sellers
Wholesalers
What adds value to a product?
A) The product’s packaging
B) Marketing intermediaries
C) The product’s raw materials
D) Advertising
marketing intermediaries
What is the purpose of a strategic marketing strategy?
A) To achieve organizational goals
B) To develop new products
C) To reduce competition
D) To attract investors
achieve organizational goals
Which is not a non-traditional marketing technique?
A) Social media marketing
B) Sponsorship marketing
C) Team marketing
D) Influencer marketing
team/Team marketing
What is a non-traditional marketing technique you would use to market yourself as a real estate agent?
A) Direct mail marketing
B) People marketing
C) Public relations
D) Online advertisements
People marketing
What do the 4 P’s (product, place, promotion, price) make up?
A) Marketing mix
B) Product strategy
C) Distribution strategy
D) Sales strategy
marketing mix
Which of the following are three personal determinants that influence consumer behavior?
A) Advertising, promotions, price
B) Learned experience, perception, self-concept
C) Culture, geography, income
D) External stimuli, habits, peer influence
learned experience, perception, self-concept
What market segmentations are used in B2B and B2C?
A) Behavioral and psychographic
B) Demographic and geographic
C) Price and quality
D) Income and education
demographic and geographic
Targeting consumer markets based on lifestyle is what kind of segmentation?
A) Behavioral
B) Demographic
C) Psychographic
D) Geographic
psychographic
the advantage of being able to offer a product at a much lower price than a competitor is
A) Absolute advantage
B) Competitive advantage
C) Comparative advantage
D) Cost-plus advantage
comparative advantage
B2B relationship marketing is easier to create with
A) Established businesses
B) New businesses
C) Government agencies
D) Non-profit organizations
new businesses
Which type of production carries the highest inventory
A) Mass production
B) Customer-driven production
C) Flexible production
D) Lean production
Mass Production
Which marketing tool is essential to building an effective relationship marketing campaign?
A) Loyalty program
B) Affinity program
C) Referral program
D) Social media ads
B) Affinity program ✅
Which element of the promotional mix has the advantage of messaging that can be tailored for each customer but the disadvantage of a high cost per contact?
A) Advertising
B) Personal Selling
C) Public relations
D) Direct mail
B) Personal Selling ✅
What three factors should be addressed in a successful marketing plan? (Choose 3)
A) Target Market
B) Sales revenue goals
C) Plan implementation timeline
D) Marketing budget
A) Target Market ✅
B) Sales revenue goals ✅
C) Plan implementation timeline ✅
Which three characteristics are measured in demographic segmentation? (Choose 3)
A) Race and ethnicity
B) Income
C) Household size
D) Personality
E) Education level
A) Race and ethnicity ✅
B) Income ✅
C) Household size ✅
- In which three ways does business-buying behavior differ from consumer-buying behavior? (Choose 3)
A) Decisions are based on emotions
B) Purchasers often invite selected providers to bid on a purchase
C) Buyers are more impulsive
D) A group or committee often makes decisions
E) Buyers face organizational influences in addition to their own preferences
B) Purchasers often invite selected providers to bid on a purchase ✅
D) A group or committee often makes decisions ✅
E) Buyers face organizational influences in addition to their own preferences ✅
- Which three conditions, in a global selling environment, should a small company leverage to create a competitive advantage? (Choose 3)
A) Cultural homogeneity
B) Import tariffs
C) Local labor costs
D) Currency fluctuations
E) Mobility of labor
Cultural homogeneity ✅
Mobility of labor ✅
Local labor costs ✅
- What are three ways that an effective brand name can influence consumer product recognition? (Choose 3)
A) It conveys an image
B) It includes numbers
C) It uses rhyming words
D) It depicts trademark protection
E) It reflects brand equity
It conveys an image ✅
It depicts trademark protection ✅
It reflects brand equity ✅
- A customer has purchased a product twice and intends to do so again. Which stage of brand loyalty is this customer in?
A) Brand recognition
B) Brand preference
C) Brand insistence
D) Brand awareness
B) Brand preference ✅
What are the three main sources of data for solving marketing research problems?
A) Surveys, focus groups, and social media trends
B) Financial statements, sales projections, and consumer reports
C) Internal records, primary data, and secondary data
D) Supplier reports, public databases, and investor filings
Internal records, primary data, and secondary data
Demographic segmentation is the process of segmenting markets by:
A) Age, gender, income, ethnic background, and family life cycle
B) Product usage and customer behavior
C) Lifestyle choices and purchasing patterns
D) Business location and industry type
Age, gender, income, ethnic background, and family life cycle
Business buying vs. consumer buying can be summarized as:
A) Businesses sell to end users, while consumers sell to wholesalers
B) Businesses buy for production or resale, while consumers buy for personal use
C) Businesses make emotional purchases, while consumers buy for financial reasons
D) Businesses and consumers follow the same buying behavior
Businesses buy for production or resale, while consumers buy for personal use
What are three qualities of strong brand equity?
A) Awareness, loyalty, and favorable images
B) Price, quality, and customer base
C) Design, advertising, and location
D) Market share, profitability, and sustainability
Awareness, loyalty, and favorable images
A pull strategy in marketing refers to:
A) A technique where wholesalers are encouraged to stock up on inventory
B) A method of direct selling to retailers
C) A marketing strategy that stimulates consumer demand to obtain product distribution
D) The use of aggressive sales tactics toward distributors
A marketing strategy that stimulates consumer demand to obtain product distribution
A push strategy in marketing refers to:
A) A strategy focused on generating consumer demand
B) A marketing approach that uses aggressive personal selling and trade advertising to convince retailers to stock merchandise
C) A method of digital marketing for social media campaigns
D) A way to encourage direct-to-consumer sales
A marketing approach that uses aggressive personal selling and trade advertising to convince retailers to stock merchandise
After years of marketing a body lotion, a cosmetics company begins promoting the lotion as an insect repellent as well. In which three product life cycle extension strategies did this company engage?
A) Expanding international distribution, offering discounts, and increasing product variety
B) Introducing premium packaging, changing brand identity, and improving customer service
C) Adding new users, increasing frequency of use, and finding new uses for the product
D) Discontinuing old formulas, launching new products, and reducing advertising
Adding new users, increasing frequency of use, and finding new uses for the product
What are the four strategies of the marketing mix?
A) Advertising, customer service, pricing, promotions
B) Product, (place) distribution, promotional, pricing
C) Branding, logistics, market segmentation, digital marketing
D) Consumer engagement, sales, public relations, cost analysis
Product, (place) distribution, promotional, pricing
Integrated marketing communications is:
A) The coordination of all promotional activities—media advertising, direct mail, personal selling, sales promotion, and public relations—to produce a unified, customer-focused message
B) A method of advertising through multiple channels without consistency
C) A process that only applies to digital marketing
D) A traditional approach to marketing that excludes online promotions
The coordination of all promotional activities—media advertising, direct mail, personal selling, sales promotion, and public relations—to produce a unified, customer-focused message
Executive support systems are:
A) A type of management support system that facilitates and supports senior executive decision-making
B) Used exclusively by middle management
C) Only designed for financial reporting
D) Primarily used for customer service interactions
A type of management support system that facilitates and supports senior executive decision-making
Expert systems are:
A) Simple databases for storing customer data
B) Designed for basic administrative tasks
C) Computer systems that emulate human expert decision-making
D) Primarily used for social media marketing
Computer systems that emulate human expert decision-making
Which of the following is a source of marketing research data?
A) Data collected solely from social media
B) Public relations reports
C) Government census data only
D) Internal company records, sales data, and financial information
Internal company records, sales data, and financial information
Bridgette, a chief executive officer, reviews the internal performance of her company’s stock, as well as market trends for the industry. To access this information, Bridgette uses a(n):
A) Transaction processing system
B) Decision support system
C) Executive support system
D) Accounting information system
Executive support system
Who appoints the members of the Public Company Accounting Oversight Board?
A) The Federal Reserve
B) The Securities and Exchange Commission
C) The U.S. Department of Treasury
D) The Internal Revenue Service
The Securities and Exchange Commission
What are the three main sources of data for solving marketing research problems?
A) Customer feedback, website analytics, and online ads
B) Internal records, primary data, and secondary data
C) Social media trends, surveys, and competitors’ sales data
D) Government reports, stock market analysis, and executive insights
Internal records, primary data, and secondary data
Demographic segmentation refers to:
A) Dividing markets by geographic location
B) Separating customers based on behavior and usage rates
C) Segmenting markets by age, gender, income, ethnic background, and family life cycle
D) Classifying markets based on industry type
Segmenting markets by age, gender, income, ethnic background, and family life cycle
How does business buying differ from consumer buying?
A) Businesses sell to wholesalers, while consumers buy for personal use
B) Consumers negotiate higher discounts than businesses
C) Businesses primarily use credit cards for purchases
D) Consumers rely on detailed supplier contracts
Businesses sell to wholesalers, while consumers buy for personal use
What are three qualities of strong brand equity?
A) Low price, rapid production, and high sales volume
B) Wide distribution, minimal marketing, and supplier partnerships
C) High production costs, brand recognition, and high turnover
D) Awareness, loyalty, and favorable images
Awareness, loyalty, and favorable images
Which of the following is a source of marketing research data?
A) Data collected solely from social media
B) Public relations reports
C) Government census data only
D) Internal company records, sales data, and financial information
Internal company records, sales data, and financial information
What are the three main sources of data for solving marketing research problems?
A) Customer feedback, website analytics, and online ads
B) Internal records, primary data, and secondary data
C) Social media trends, surveys, and competitors’ sales data
D) Government reports, stock market analysis, and executive insights
Internal records, primary data, and secondary data
A pull strategy in marketing is:
A) Convincing retailers to stock a product through promotions
B) Using aggressive sales tactics to push products onto wholesalers
C) Stimulating consumer demand to obtain product distribution
D) Selling excess inventory at a discount
Stimulating consumer demand to obtain product distribution
A push strategy in marketing is:
A) Using personal selling and trade advertising to convince retailers to carry a product
B) Targeting customers directly through loyalty programs
C) Expanding digital advertising efforts
D) Creating a viral marketing campaign
Using personal selling and trade advertising to convince retailers to carry a product
After years of marketing a body lotion, a cosmetics company begins promoting the lotion as an insect repellent as well. In which three product life cycle extension strategies did this company engage?
A) Redesigning packaging, increasing production, and lowering prices
B) Adding new users, increasing frequency of use, and finding new uses for the product
C) Developing a new brand name, switching suppliers, and targeting a younger audience
D) Raising prices, changing ingredients, and reducing advertising
Adding new users, increasing frequency of use, and finding new uses for the product
Which manufacturer distribution model is enhanced by the shipping and tracking capabilities of a global package delivery service?
A) Indirect
B) Direct
C) Multichannel
D) Exclusive
Direct
What are the four strategies of marketing mix elements
A) Indirect
B) Product
C) Place
D) Promotional
E) Exclusive
F) Pricing
product, (place) distribution, promotional, pricing
Integrated marketing communications focus on
A) Using only digital marketing methods
B) Directing marketing efforts solely at B2B companies
C) Cutting costs by reducing marketing efforts
D) Coordinating all promotional activities to produce a unified, customer-focused message
Coordinating all promotional activities to produce a unified, customer-focused message
Which marketing strategy focuses on maintaining continuous low prices rather than using short-term promotions?
A) Everyday low pricing
B) Skimming pricing
C) Penetration pricing
D) Seasonal pricing
Everyday low pricing
When would a pull promotional strategy be more effective than a push strategy?
A) When distribution channels are limited
B) When supply chain efficiency is a priority
C) When demand for the product is driven by the end user
D) When retailers need incentives to stock the product
When demand for the product is driven by the end user
Which marketing tool is commonly used to build effective relationship marketing campaigns?
A) Direct selling
B) Guerilla marketing
C) Public relations
D) Affinity programs
Affinity programs
Which element of the promotional mix has the advantage of messaging that can be tailored for each customer, but the disadvantage of a high cost per contact?
A) Advertising
B) Sales promotion
C) Public relations
D) Personal selling
Personal selling
What three factors should be addressed in a successful marketing plan? Choose 3 answers:
A) Target market
B) Product differentiation
C) Sales revenue goals
D) Plan implementation timeline
✅ A) Target market
✅ C) Sales revenue goals
✅ D) Plan implementation timeline
Which three characteristics are measured in demographic segmentation? Choose 3 answers:
A) Lifestyle choices
B) Race and ethnicity
C) Income
D) Household size
E) Orientation
F) Age
✅ B) Race and ethnicity
✅ C) Income
✅ D) Household size
In which three ways does business-buying behavior differ from consumer-buying behavior? Choose 3 answers:
A) Consumers typically buy products based on impulse
B) A group or committee often makes decisions
C) Purchasers often invite selected providers to bid on a purchase
D) Buyers face organizational influences that affect their own preferences
✅ B) A group or committee often makes decisions
✅ C) Purchasers often invite selected providers to bid on a purchase
✅ D) Buyers face organizational influences that affect their own preferences
With which two types of products does a marketing strategy rely on advertising more than personal selling? Choose 2 answers:
A) Accessories to primary products
B) Consumable supplies
C) High-end machinery
D) Customized software
A) Accessories to primary products
B) Consumable supplies
What are three qualities of strong brand equity? Choose 3 answers:
A) Awareness
B) It conveys an image
C) High production cost
D) Favorable images
✅ A) Awareness
✅ B) It conveys an image
✅ D) Favorable images
A customer intends to purchase her favorite cereal. It is out of stock, so she purchases an alternative brand of cereal instead. Which stage of brand loyalty is this customer in?
A) Brand recognition
B) Brand preference
C) Brand insistence
D) Brand avoidance
Brand preference
What is the primary purpose of a strategic marketing strategy?
A) Reduce operational costs
B) Achieve organizational goals
C) Maximize short-term profits
D) Improve supply chain efficiency
Achieve organizational goals
The 4 P’s—Product, Place, Promotion, and Price—are components of which concept?
A) Business strategy
B) Supply chain management
C) Marketing mix
D) Customer relationship management
Marketing mix
Which three personal determinants influence consumer behavior?
A) Marketing strategy, pricing, advertising
B) Learned experience, perception, self-concept
C) Product features, branding, supply chain
D) Geographic location, climate, market segmentation
Learned experience, perception, self-concept
Demographic and geographic segmentation are used in both B2B and B2C markets.
A) False
B) True
True
Targeting consumer markets based on lifestyle is an example of what kind of segmentation?
A) Geographic
B) Psychographic
C) Demographic
D) Behavioral
Psychographic
B2B relationship marketing is easier to create with which type of business?
A) Large corporations
B) Established enterprises
C) Government agencies
D) New businesses
New businesses
Credit card companies often offer points or cash-back rewards. What type of relationship marketing approach is this?
A) Loyalty rewards
B) Frequency marketing
C) Brand equity marketing
D) Personal selling
Frequency marketing
What are affinity programs used for?
A) A marketing tool used to build effective relationship marketing campaigns
B) A tool to recruit employees
C) A method for evaluating product quality
D) A process for developing new business relationships
A marketing tool used to build effective relationship marketing campaigns
What are the three factors in a marketing plan?
A) Budget, promotion, distribution channels
B) Advertising budget, customer satisfaction, financial projections
C) Product features, market analysis, promotion strategy
D) Target market, sales revenue goals, plan implementation timeline
Target market, sales revenue goals, plan implementation timeline
