MKTG Chapter 2

Question 1

Retailers who report and analyze consumer sales data after Black Friday weekend are engaging in:

Answer 1

controlling.

Question 2

“Marketing strategy planning” means:

Answer 2

finding attractive opportunities and developing profitable marketing strategies

Question 3

The difference between target marketing and mass marketing is that target marketing

Answer 3

focuses on specific customers, while mass marketing aims at an entire market.

Question 4

Capital One television ads urge that “everyone” likes getting 50 percent more cash back by using the company’s cash rewards credit card. This appeal illustrates:

Answer 4

mass marketing.

Question 5

When Herbal Essences offers “dollar-off coupons” to adult women to try to get them to try its shampoos and conditioners, this is an example of:

Answer 5

sales promotion.

Question 6

Ideally, a good marketing mix should:

Answer 6

flow logically from all the relevant dimensions of a target market.

Question 7

To be able to gauge the success of marketing programs, marketers must

Answer 7

establish goals against which results will be measured.

Question 8

Which of the following scenarios illustrates customer lifetime value?

Answer 8

Consumer purchases Patagonia hiking backpack and begins buying Patagonia-brand shoes

Question 9

When Colgate encourages its current customers to brush more often by taking their toothbrush and toothpaste to work with them, which market opportunity is Colgate pursuing?

Answer 9

Market penetration

Question 10

A restaurant franchise that operates restaurants in virtually every city of the U.S. should consider:

Answer 10

seeking international opportunities.