mktg Flashcards
Marketing is _______________.
Exchange
No money is exchanged in ___________, the process of exchanging goods and services
between two parties.
barter
Marketing exists because people have ________________ that they are willing to give up
things of value to satisfy.
needs and wants
When an individual donates money to a charity, a ____________ transaction has taken place
marketing
When an individual “sells” her time and labor to an organization, a marketing transaction
takes place.
true
___________________ is the process of setting marketing goals, the planning and execution
of activities to meet these goals, and measuring progress toward their achievement
Marketing Management
A product is a good, service, or idea to _______ the customer’s needs
Satisfy
__________ is/are the means of communication with the customer
Promotion
Robert Louis Stevenson once said that “Everyone lives by _________ something.
selling
If the National Institutes of Health issued a guideline with cautions about the intake of certain
types of artificial sweeteners, this would be an example of marketing.
True
It is important that any employees that interact with a company’s customers carry
“marketing” as part of their job titles
False
Roughly ___ % of the dollar price paid by consumers for a product goes to cover the cost of
marketing
50%
There are several different types of marketing functions that must take place in order to get
products from producers to consumers. Which of the following is NOT one of those functions?
producing the physical product
Which company is generally credited with originating the marketing concept?
General Electric
Which of the following management orientations makes profits through sales volume?
selling concept
The __________ concept recognizes that people don’t really buy products, they buy
solutions to problems.
marketing
Which of the following offers a solution to the problem that everyone has an opinion about
the quality of marketing’s efforts?
Marketing Analytics
Data and measurements can be used to prove the effectiveness of marketing efforts
True
Which of the following is not a benefit of marketing analytics
They require very low resource investment
Companies that have no marketing analytics process, make decisions by instinct, and view
marketing as an expense might be referred to as _________________.
“flying blind”
Pseudo Analytics” are marketing analytics that rely on proxy data from external sources.
false
The first step in the Marketing Analytics Process is to
identify the right metrics.
One outcome of taking improvement actions (as a stage in the Marketing Analytics Process)
is identifying the right metrics
true
The “right” marketing analytics metrics are typically related to
Revenues
Marketing’s objectives are ________ derived from the overall business objectives
always
A business’s culture might function as a barrier when it encourages employees to
all of the above
One of the ways in which a company’s culture can serve as a catalyst is when it encourages
employees to trust data.
true
_____________ is a simple field experiment in which two versions of some marketing
element are randomly assigned to subjects in the field and then compared on outcomes of
interest
An A/B test
According to Johnnie Hurns, Chief Operating Officer of Interworks, “Data without a
question is pretty useless…it’s just ___________.”
more data
interworks wants to help companies through which of the following progressions?
Data > Information > Insight
Market Segmentation is defined as:
The process of categorizing groups into manageable pieces based on customer
differences
What are the 4 types of segmentation?
Geographic, demographic, psychographic, behavioral
When is geographic segmentation most useful?
When location requires different products or forces
Which of these is not a part of the Market Segmentation Process
Create distinct products for each target segment
What kind of company might be most interested in separating market segments based on
age?
Life insurance
Which type of segmentation should Nike use for their new tennis shoes?
Psychographic
Brand loyalty influences behavior
True
What is not a criteria you should choose your target market by
Location
What is the first step in the Market Segmentation process?
Identify distinct segments
What is the point of Target Marketing?
Focusing the firm’s marketing efforts more specifically
Which of these is not a trait of desirable target markets?
limited size
Why is stability so important a trait to look for in potential target markets
Dynamic markets require frequent change, and change is expensive
Fred and George have a great idea for joke shop products, but are currently attending a
school where such products are banned. The only market they can think to sell their products to
is outside of the school, and they have no way to ship large quantities of their product beyond the
campus. What feature does their current target market lack?
accessibility
A firm with excellent Product-Market Fit will always be the market leader.
false
Product-Market Fit is only profitable in large markets
false
From a marketing standpoint, satisfying needs is more important than selling products.
true
Is using a Buyer Persona more helpful than using basic demographics? If so, why?
Yes, a Buyer Persona provides marketers with a more personable, tangible, and
holistic idea of who to target
Positioning is defined as
developing a market strategy to influence how a specific segment views the
company
Positioning has more to do with what a company does with its products than what it does in
marketing to potential customers
false
The real power in positioning lies with the _________. Why?
consumer; no one can ultimately control what the consumer thinks about
products and companies
Your friend, an avid reader, gives you a list of her favorite science fiction books. The fact
that these books are her “favorite” implies what?
These books hold a more positive position in your friend’s mind when compared to
other books of the same genre
your grandfather’s first car was a Ford, and though he has bought several cars over his
lifetime, he only ever purchases from this manufacturer. This is an example of what?
The importance of pioneering in building brand loyalty
The Pioneering advantage is always easily overcome by later competitors
false
After several years of starting his morning with coffee, Brett studies abroad in England
where most people are accustomed to drinking tea. When Brett attempts to start his day with tea,
he will be comparing that day’s experience to his usual experience with coffee. Why?
Coffee is the “pioneer” in this situation, and therefore Brett will use coffee as the
standard
Which of these is not part of the process of consumption
Reverse Marketing
What is an example of a social need
relationships
Which of these is not a physiological need?
safety
Needs and desires are preexisting and unchangeable
false
the role of marketing is solely to observe the needs and desires of consumers
false
Marketing is crucial for triggering _______ cues within the consumer base
external
Which of these factors does not influence how much time consumers spend searching for
information
packaging
What would be an objective attribute for the purchase of a first car
gas mileage
________ is defined as the set of products or services that comes to mind when a consumer
recognizes a need
Consideration Set
Two crucial questions consumers must answer after deciding to purchase a product are:
when and where
Sarah is on her way to a job interview when it suddenly starts to rain. Which of these
purchase decision criteria is likely the biggest driver for her decision to buy an umbrella on her
way to the interview?
urgency
Where do consumer expectations come from?
Other consumers (friends and family, etc.)
What is the last stage of the Process of Consumption?
reaction
What is the definition of the Product/Service Bundle?
The collection of benefits and attributes of a product or service
The ingredients list on a package of food could best be described as a list of the:
attributes of the food
The lightweight design of an iPad is an example of a(n)
Add-on Attribute
Consumers buy ______, not ______.
benefits; attributes
Add-on Attributes can become Expected Attributes over time
true
Jessie just bought a new TV, and is curious to see how well it performs when it is positioned
in her home (she is concerned about the glare from the windows). When she evaluates the quality
of the picture in her home, what type of attribute of the TV is she evaluating?
experience
Jake is a photographer looking to purchase a new lens. When he is comparing different lenses
before making this purchase, what kind of attribute is he evaluating?
shopping
Services are most likely to be judged based on Shopping Attributes
false
Credence Attributes are those attributes that can be evaluated within five years of consuming
the product or service
false
What should be the main goal for a marketing manager whose company makes convenience
products?
Make the product widely availabl
What should a marketing manager whose company makes shopping products do with
information about the products?
Make it available and easy for the consumer to find
In 2014, Porsche released a 50th anniversary edition of its Porsche 911. The company only
made a select number of these models, making this a _______ product.
specialty
Durable products are more likely to be Shopping Products than nondurable products
true
Brands tend to be extremely important to consumers purchasing staple products.
false
What is the difference between CPG’s and FMCG’s
There is basically no difference
What is derived demand?
Demand that comes from the sale of consumer products
Apple mainly sells phones and computers, but also sells accessories for these products. These
chargers, protective cases, and other accessories are best described as what?
Support Products
A Starbucks franchise receives a shipment consisting of coffee beans and coffee cups -
materials that the store will need in order to sell coffee in the upcoming weeks. What type(s) of
business products and services are these products?
Coffee beans are components; coffee cups are support products
Which of these is not a stage in the life cycle of a successful product?
Innovation
When does the Introduction stage for a product start?
Directly following commercialization
New technology products and new medications are generally extremely expensive when first
released to the market. These companies are using which kind of pricing?
Skimming
Why does competition tend to decrease in the Maturity stage of a product’s life cycle?
Weaker competitors leave the industry
Polaroid cameras first broke into the market in the 20th century, and were popular for many
years. They fell out of favor with consumers when digital cameras became more popular, but
recently Polaroid cameras have seen an increase in sales again. What variation of the product life
cycle does this fall under
Fashion product
Profits are both high and unchanging in the Maturity stage of the product life cycle
False
The greatest amount of competition exists while in the Maturity stage.
False
